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August 7, 2025
Will a Membership Service Work for Golf Equipment?
Tyler Mycoskie, one of the founders of Toms Shoes, launched MyGolfClub.com, a “first-of-its-kind” membership-based platform that gives golfers direct access to premium equipment at discount pricing, with the goal of eliminating retail markups.
“Golf should be accessible. Period,” Mycoskie, whose brother Blake steered the launch of Toms Shoes in 2006, said in a press release. “For too long, the price of quality equipment has been a barrier. MyGolfClub.com is here to change that. No more inflated prices, no middlemen, just a smarter, fairer way to buy golf gear.”
The business builds on Dollar Driver Club — a $30-a-month subscription business Mycoskie founded in 2017 — that offered members the opportunity to try out, and potentially purchase, a new driver with membership fees going toward the purchase price. The Dollar Driver Club website now sends visitors to MyGolfClub.com.
MyGolfClub.com appears to be a better deal, offering membership for an annual fee of $179.88, equaling $14.99 a month.
Among MyGolfClub’s promised benefits:
- “Insider pricing” that offers savings of up to 50% on gear from leading golf brands. MyGolfClub.com claims the cost of membership is often recouped with the first order.
- A trade-in program “to upgrade affordably and efficiently.”
- Full access to the Dollar Driver Club, as well as monthly perks and giveaways.
- Access to human customer service agents.
- Free shipping on every order, with no minimums.
The site appears to be securing top-tier brands with its launch page promising “deals” from a number of coveted golf clubs, including the Titleist Vokey SM10 wedge, Taylormade P790 irons, and L.A.B. OZ.1 insert putter. Members can also purchase balls, apparel, launch monitors, and other gear as well as a GHIN (Golf Handicap and Information Network) handicap.
Golf Business No Stranger to Subscription Boxes
The golf industry has a wide range of subscription boxes, such as Mullybox, Short Par 4, and Inside the Leather, but much of those are focused on exploring apparel style and accessory options. MyGolfClub appears to be the only one largely focused on clubs.
However, the primary membership benefit of earning discounts on major brands more closely aligns with the Amazon or Costco subscription model built around savings.
Subscriber-driven membership models have seen a shakeout in recent years with Stitchfix, Rent the Runway, Blue Apron, and Birchbox among those having to reinvent their approach — and numerous others shuttering.
Are Consumers Fed Up With Subscription Services as a Whole?
Consumers are also experiencing fatigue in recent years over subscription services that also include video platforms such as Netflix, Disney+ and Apple TV+, Spotify, and monthly gym memberships.
A survey of U.S. adults taken in June from MarketWatch Guides found 40% of had canceled a subscription service within the past 12 month, although the most common service canceled was video streaming, cited by 54.5%; followed by music streaming services, 22.9%; and shopping platforms, 15%.
Discussion Questions
How would you assess the strengths and weaknesses of the MyGolfClub business model?
What’s the key to staying power for subscription models?
Poll
Loading …BrainTrust
Neil Saunders
Managing Director, GlobalData
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
David Biernbaum
Founder & President, David Biernbaum & Associates LLC
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This sounds a bit like Costco for golf! Will it work? Sure – I am sure that many golf enthusiasts will be happy to join and get the perks and discounts. Golf is a growing sport, with many younger participants, so the growing user base will also be helpful.
The first thing I thought of, like Neil Saunders, was that this is like a Costco model. I love the idea of a small monthly fee to buy golf clubs at discounted prices. Also, the trade-up program is a huge benefit. I’d also like to see a model similar to how Netflix used to mail out DVDs. Imagine having access to different clubs, trying out various makes and models, until you find the ones you want to buy. There could be a separate (higher) fee for this service. This proves that any type of business can be a membership or subscription model.
The unique membership structure of MyGolfClub provides exclusive access to premier golf courses at a reduced price, which attracts avid golfers seeking affordability without sacrificing quality.
Furthermore, a personalized membership experience, including tailored offers and events, enhances customer loyalty and satisfaction. The business model, however, may have difficulty scaling operations while maintaining the same level of personalized service.
Adapting to customer needs and preferences is the key to subscription models’ long-term success. In order to retain subscribers and reduce churn, it is important to offer consistent value, such as exclusive content, community engagement, and personalized experiences.
As well, leveraging customer feedback to improve services
Applying a Costco-style membership model to golf equipment will help lower the barrier to entry for newer or price-sensitive players. The challenge will be proving long-term value in a market where subscription fatigue is real. For models like this to stick, it comes down to two things: clear, transparent savings and a consistently strong customer experience. If those aren’t clear from the start, it’s easy for people to tune out.
Golf equipment purchases are infrequent and considered – precisely the opposite of what makes subscription models sticky. MyGolfClub could work if it evolves beyond transactional savings to building a golf lifestyle platform (equipment trials, exclusive course access, swing analysis services, etc.). On top of the multi-year equipment replacement cycle, consumer subscription fatigue is a red flag (40 percent of consumers canceled subscriptions last year). MyGoldClub needs to transition from disrupting margins to creating genuine value that justifies the ongoing relationship.