Iss. #229 | Full Swing Season 3 Drops the Trailer

"Prime examples of peak male athleticism right here." - Jon Rahm on whether golf is a sport or not... or me sucking in air after chasing my son Jack around a trampoline park birthday party last week.

*Special programming note - today is my son Jack's Birthday!! Happy Birthday buddy!

 

Let the hype begin

FULL SWING TRAILER HAS DROPPED
On February 25th, the third season of Netflix's golf docu-series Full Swing goes live. I will likely do another weekly watchalong recap unless I receive enough emails from the Regina Georges out there telling me to "stop making watchalong recaps happen".
 
In the meantime, we can pore over the details of the latest trailer—found by clicking through this Reddit link. Here are a few of my quick takeaways and notes after watching.
  1. Watching Rory's year is going to be pretty rough—totally forgot he dealt with the divorce saga right in the heart of golf season. As the Housewives of <INSERT CITY HERE> have likely proven, nothing like a few cameras in your face while going through some marriage troubles to really kick up the drama.

  2. Min Woo Lee will be the most electric episode of the season. No doubt in my mind. More on him at the WMPO later—but I can't wait to hear directly from him and what he thinks about the mania that surrounds him.

  3. Scottie's arrest! Absolutely wild that it was less than one year ago. Love that we get to see everyone's filmed reactions. I'm curious how much attention they pay to it knowing that it eventually was a nothing burger and Scottie played the tournament still.

  4. Gary Woodland's episode will be an emotional roller coaster akin to Dahmen's from last year. I haven't heard him speak all that often in pressers etc so curious what he's like and as opposed to Min Woo talking Let Him Cook, Gary has an actual human story to tell. 
Beyond that it was a pretty tight lipped teaser all things considered. Excited to see what's in store. And for those of you with a limited budget of TV time each week (like, oh, a home full of kid-fueled chaos...) just watch one a week with me! Come on, it'll be fun.
 
GOLF IS BACK BABY!

 

Soho House but make it golf?

THIS COULD BE MY CHEERS BAR
A piece from Hype Golf caught my eye this week profiling a new golf and social club coming to the Los Angeles area. The concept is called Even House and it will feature coworking spaces, conference rooms, coffee bar, food and beverage offerings, a putting course, and—of course—golf sim bays.
 
The fact that it's being labeled already as "Golf Culture's answer to Soho House"... I have to admit turns me off a bit. More because I don't imagine myself being cool enough to actually walk into a Soho House. I always pictured that place having some sort of password to enter or a stark lobby with a judgmental receptionist who, using scent alone, could tell I did not belong.
 
But pushing beyond my own social insecurities—the concept is incredible. I spent almost a year trying out different coworking spaces around San Diego and if there was a place like this where for just $200/month I could work remotely, use the sim bays, and enjoy a few complimentary cold brews... just take my money now.
 
My one build for the concept would be an English pub-style speakeasy for happy hours and to bring clients.
 
I hope this succeeds so I can bargain for their next location down my way. But in the meantime, if any investor types would like to partner on this ourselves... I'll bring the ideas, you bring the money. Seems like a fair deal to me.

 

WMPO vibes were *chefs kiss*

MIN WOO WAS COOKIN'
A criminally under appreciated and under leveraged tactic in building fandom in golf is the golfer personal brand. Outside of perhaps Tiger, no one does it better than Min Woo Lee. I say perhaps Tiger because to me that was less a personal brand (i.e. seeing hordes of fans wearing tiger stripes for instance) and more just general hype for a living legend.
 
Meanwhile, Min Woo Lee has an absolutely ravenous fanbase who look to his infectious personality and lighthearted spirit as their rocket fuel.
 
The clip above is from last week's WMPO where he proceeded to drain a birdie on 16 and then address the crowd by starting an epic viking clap. And in a shock to no one, they ATE IT UP.
 
I'm left asking why no other young, personality-filled golfers are attempting the same. Rickie was probably the next closest but his neon orange days were pre-social media and I guarantee if he were to start his career again today—he would be a sensation.
 
If I were a young college-aged golfer right now with aspirations and talent to turn pro—I'd be getting the crew together to brainstorm my angle. If for nothing else than branded personal merch like this crew who followed Min Woo along in the identical fit and giant Let Him Cook hats.

 

Meet the Take A Swing Fore Batten auction

A GOLF AUCTION TO RULE THEM ALL
Golf Digest posted a piece this week about a silent auction for some of the most impressive golf courses in the nation. The auction is called Take A Swing Fore Batten and proceeds go to the ForeBatten Foundation to research and develop treatments for CLN3 juvenile Batten disease, a rare, fatal and incurable congenital neurological disease.
 
The list of experiences and meet and greets on display is pretty mind-blowing. I do not currently possess the kind of capital to actually WIN any of these experiences... but for those who do here were a few of the standouts:
 
- A day at The Bear’s Club and lunch with Jack Nicklaus.

- Two days of golf and one night lodging at the top 10 ranked Sand Hills, including a course tour with Bill Coore.

- Round for three at the top 15 ranked Chicago Golf Club.

- Round for four at Squire Creek (Golf Digest’s No. 1 ranked course in Louisiana) and a day at The Ranch, an open-ended, forking path private estate course designed by David Kahn and Tim Jackson that no one outside the owner’s family and small circle of friends has played.

- Rounds at The Tree Farm and Old Barnwell.

- Golf and lunch for three at Michael Jordan’s Grove XXIII in Hobe Sound, Fla.

- And a round of golf with guitar great Alex Lifeson from the band Rush (which apparently is annually one of the highest-earning bids at the auction?).

Happy to be a plus one to any Breakfast Balls reader winners...
— Scott Fluhler
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