The Midwest Golf Company Changing the Game
A Passion Project Turned Global Success
Sixty miles west of Chicago and centered on Route 64, Sycamore, Illinois is home to Sub 70, a golf company leading with a Midwest approach.
"I grew up in Hinkley, Illinois—still live in Sycamore. It’s in your soul so, it’s impossible to not have that Midwest angle of how we present the brand because we try to be real and authentic," said Jason Hiland, founder and owner of Sub 70. "If you’re a Midwest golf company, it’s like, well that’s our brand. That’s kind of the sense we get when people come and visit us."
From Passion to Reality
Hiland started his company as a passion project in 2018, building from a line of golf businesses that focused on retail and components. Now, his company provides golfers with the opportunity to get their hands on custom-made golf equipment, working direct to consumer, which allows Sub 70 to keep prices reasonable.
"It was very important that the level of quality, craftsmanship, technology, we were taking the absolute best we could to make the products, no compromising," Hiland said. "Every one of our clubs is hand built here in Sycamore and that’s something we’ve always wanted to maintain even though we’ve had a lot of growth and we’re getting larger, we won’t compromise on that."
Challenges and Triumphs
Like most startups, Hiland was met with plenty of challenges, like competing with golf equipment brand giants.
"It’s a lot, right? Because you’re starting a whole new brand in an industry that’s been around for a couple hundred years realistically, so you try and make sure you take care of the client," Hiland said. "When they come in they get wonderful service, the best we can do."
Word of Mouth and Celebrity Endorsements
Using a new school meets old school concept for reaching customers, Sub 70—in addition to social media marketing—leans heavily on word of mouth. Essentially, they let the club’s quality and performance do the talking.
"It didn’t hurt when John Daly came on board and was playing the clubs for free. We don’t pay him to play them, he does it because he likes the golf clubs and the brand Sub 70," Hiland said. "So, then it sort of like, once one guy on tour starts playing it, we get a little more, other players talking to players and celebrities talking to celebrities."
A Holistic Approach to Customer Service
Whether ordering online or coming into the Sub 70 fitting facility in downtown Sycamore, Hiland prides himself on the care and appreciation of each customer.
"They’ll get fit with one of our PGA professionals. They’ll work with their golf swing. It’s kind of a holistic approach and then we will basically problem solve," Hiland said. "You have this, and we think you should be in this and hopefully when the numbers come in the simulator, they look better.
"So we consider ourselves more consultants than salespeople, trying to put a formula together to help you play better."
Behind the Scenes
And once the order is placed, the work begins.
"This is where the magic happens. This is where your order gets turned into an actual golf club," Hiland said. "All the shafts, all the grips, all the equipment we have to build your clubs is all done at this second location that we have in Sycamore."
A Commitment to Midwestern Values
As Sub 70 continues to grow, from Asia to Europe and across the United States, it’s important to Hiland and his team that Sub 70 remains true to their Midwest roots.
"We don’t want to lose that personal touch because I think that’s what makes sub 70 different," Hiland said. "We do have customer service in Sycamore, we can call and get a competent person who can answer questions, help the client out. I think if we lose that, we lose what the soul of the company is.
"We’re going to keep growing in five years, more international exposure, but I don’t ever want to lose the core of what got us to this point."
Conclusion
Sub 70’s commitment to quality, craftsmanship, and customer service has enabled the company to stand out in a competitive industry. By staying true to their Midwest roots and focusing on word of mouth and celebrity endorsements, Sub 70 has built a loyal customer base and a reputation for excellence.
FAQs
- What is Sub 70?
Sub 70 is a golf company based in Sycamore, Illinois, that provides custom-made golf equipment and exceptional customer service. - What sets Sub 70 apart from other golf equipment companies?
Sub 70’s commitment to quality, craftsmanship, and customer service, as well as its focus on word of mouth and celebrity endorsements, sets it apart from other golf equipment companies. - How does Sub 70 approach customer service?
Sub 70 considers itself more consultants than salespeople, working with customers to understand their golf swing and provide personalized solutions to help them improve their game. - What is the company’s plan for future growth?
Sub 70 plans to continue growing internationally, while maintaining its commitment to its Midwest roots and exceptional customer service.
