When Henrik Stenson tees it up in the Senior PGA Championship, he’ll be doing so with a golf ball you’ve probably never heard of—and that’s kind of by design. Stenson is playing a ball from The Underground, an invitation-only society of well-connected, avid golfers co-founded by Garry Singer (who founded golf-ball company Clear), actor Mark Wahlberg and Doug Meijer, the retail giant who sponsors an annual stop on the LPGA.
The exclusive approach is something Singer is passionate about. “When Clear started it was very exclusive and that model worked. We were in a lot of clubs and received a lot of calls from clubs that wanted to get in,” said Singer. “Then we changed strategy to try and scale it at retail. If I could go back, I would have kept it ‘invite only,’ control who has it and keep it tight. I think that’s the big takeaway from my time with Clear.”
Exclusivity, of course, comes with a cost. Provided you even receive an invitation, it’s $2,800. For that you get 12 dozen balls and other Underground-only goodies such as a ball marker, divot-repair tool, shirts, hoodies and other items featuring The Underground logo, which reeks of exclusivity.
For those saying, “Wait, $2,800 for golf balls and shirts?” well, you’re missing the point (and probably not on the invite list, either). This isn’t about value. It’s akin to joining an exclusive private club.
“Sure, we want to build the best product we can but also be involved with people who are passionate about the brand and being part of The Underground,” said Singer. “Sergio Garcia and Henrik are playing the ball. If they can be involved with the product and be part of the company that’s better for them then just being a paid spokesman. They’re partners. We’re going to grow this business together.”
Even if only a few people know about it.
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