Six months ago, Angello and I started ClubHouse with simple conversations about the game of golf, our faith, and practicing a few shots together. What began as time spent talking about the things we enjoyed soon turned into a bigger idea: launching a podcast and YouTube channel to share those conversations with others.
Today, ClubHouse has grown into a brand with a podcast in production, a supply shop, a playlist for following the people who inspire us, and a live event that has already taken place. What started as a shared interest is becoming something real, built around community, faith, and a love for the game.
That’s a really fast rate of growth for a company, and I’ve seen and helped grow too many companies to know how special it is. The majority of brands take six months to figure it out. It’s been six months of getting it ready.
The Partnership came first, with the teacher’s training and support following.
Before ClubHouse had a logo, a website, or a single piece of merchandise, there was Angello Collins and his love for the game.
Angello is a Class A PGA Professional who brings years of knowledge, experience, and a genuine passion for golf. What stands out to me is how he works with people, his dedication to the game, and the way he shows up when it matters. He understands golf beyond the swing, and that experience is a big part of what makes ClubHouse authentic.
My strength is building brands into businesses with room to grow. Angello brings the golf expertise and credibility, while I focus on the brand and business side. Our skills complement each other, and we each have room to do what we do best.
What I respect most about Angello is his work ethic. When something needs to get done, he’s there. When a problem comes up, he focuses on fixing it rather than pointing fingers. That tells me more about a person than any résumé ever could.
You can invest in a business idea, but finding a partner who shares your commitment and is willing to put in the work alongside you is different. That’s what makes this partnership work, and why I’m excited about what we’re building with ClubHouse.
What ClubHouse really is.
The term “golf brand” conjures up images of sporting goods sporting a flag logo. Not so here.
ClubHouse is based on three components that don’t sit well in the same room:
The love of God. The game of golf. And the community that is around both.
A majority of golf brands select one lane. If they’re luxury, they’re luxury – if they’re instructional, they’re instructional – if they’re lifestyle, they’re lifestyle – and they stay that way. We refused that. The clubhouse, that is the actual space behind the 18th green, has never had one lane. It’s where the deals are made, where there is a realistic conversation about faith, where a stranger becomes a contact, and a contact becomes a partner. After four hours on a course, there’s nothing a conference room could do.
No, that culture wasn’t ours. We created a brand from the space that it already exists.
The Ecosystem, not the website.
This is where most founders go wrong. They create a single site, redirect all traffic there, and it doesn’t increase in value.
Rather, we created an ecosystem, with each piece serving a single purpose:
The front door is ClubHouse Brand at clubhousebrand.com. It is the hub – the shop, the media, the blog, everything is connected to the same hub.
Shop.clubhousebrand.com is the commerce engine of ClubHouse Brand Supply. Built for partnerships – not just to sell shirts – with branded consumer products or brand collaborations.
The culture is ClubHouse Sessions at clubhousesessions.com. Follow us, subscribe to our YouTube Channel, listen to our Going Golfing playlists, find out where we are next!
Playlists reside on listen and the sound of the brand has a home rather than being spread across platforms: clubhousesessions.com/listen.
Four properties. Four jobs. No overlap.
That is intentional. Someone who went for a play list may come out with a bag. A sponsor arrives at the event, and discovers a podcast. All doors open into other rooms of the house and there is no escape through the rear of the house.
This is the section of brand building that people do not do because it is not fun. No applause for information architecture! However, it’s a matter of brand vs. logo.
The Long Game – ClubHouse Sessions
Where this gets interesting is on the podcast.
ClubHouse Sessions is our YouTube channel and podcast and it’s not just an add-on to our merchandise line. That’s why the merchandise line will be significant in three years.
Consider what a game of golf represents. Four hours. No clock. If you are really doing it correctly, you should have no telephone. Talking where talk takes place. It’s a format issue that was addressed before we ever turned our camera on — the content already exists in the game.
So we added a camera to it. Golf, faith, business, and all those people who live in all three. Not swing mechanic interviews. Conversations that happen to take place where swings happen.
When there’s just one revenue line, it’s a brand that only sells. When a brand broadcasts, there is an audience, and that’s an asset.
We are right in the middle of building that ecosystem, the channel, publishing cadence, guest pipeline. It is the work we are doing that we cannot see and the most important work we are doing.
It’s the creative energy that gives the advantage.
I want to be clear about something, not on a timeline.
It’s not about the process, this is why it took six months to move. It is energy. We’ve seen this creative momentum from two people that refuse to take no for an answer and begin to build, and it’s something we’ve seen since day one.
The ideas were coming in quicker than we could build them. This idea of a Playlist evolved into a brand sound. An event opportunity grew into a partnership with TaylorMade. A discussion about a podcast evolved into four web properties and a shop.
That energy is real business energy and it has a shelf life as well. You use it up building it or you record it and it probably won’t happen until you’ve become the old man.
When directional, speed is not reckless. It simply means that there is no hesitation.
Why It Matters
I have structured brands for seven and eight-figure sellers. I have built the backend for companies moving serious volume daily. Those projects taught me how to make a business work.
ClubHouse is the first one where the point was never only the business.
We are sharing three things we actually love — God, golf, and the work of building something — with people who love them too. The revenue follows that. It does not lead it. Every brand I have seen last was built in that order, and every one I have seen collapse had it backwards.
Six months in, we have established the brand, started a movement and hosted our first event. The next six are about depth, not announcements — the podcast, the ecosystem, the partnerships that make all of it durable.
Angello and I are not building a golf brand.
We are building the room.