The Golf Industry Had a Banner Year During the Pandemic. Robin Golf Hopes to Add Diversity to the Sport.

Sarah Favot

Favot is an award-winning journalist and adjunct instructor at USC's Annenberg School for Communication and Journalism. She previously was an investigative and data reporter at national education news site The 74 and local news site LA School Report. She's also worked at the Los Angeles Daily News. She was a Livingston Award finalist in 2011 and holds a Master's degree in journalism from Boston University and BA from the University of Windsor in Ontario, Canada.

The Golf Industry Had a Banner Year During the Pandemic. Robin Golf Hopes to Add Diversity to the Sport.

Ali Marler and her brother-in-law Peter Marler found themselves in a pro golf shop, intimidated and out of place as they tested their swings, feeling as though they were being judged by staff and more experienced golfers in the store.

"For a golf novice, it is the scariest place you'll ever step foot into," Ali said.

For Peter, there were hundreds of clubs to choose from, while Ali was directed to a back corner that had only a few options of pink and purple clubs, one named "Azalea."


"I felt so put into this bucket of 'you're a girl, here's what you golf with and this is all you get'," she said.

It was the beginning of a business venture dedicated to creating a direct-to-consumer golf club company with an eye on increasing diversity in the mostly white male sport that drives the $84 billion industry.

Andrew Marler, Ali Marler, Peter MarlerRobin Golf co-founders Andrew Marler, Ali Marler and Peter Marler.Courtesy of Robin Golf

They teamed up with Ali's husband and Peter's brother, Andrew Marler, a more experienced golfer who played in college, and launched a Kickstarter campaign in 2019 that raised $32,000. Robin Golf went online in March.

Then a global pandemic effectively halted the economy. The Marlers worried about the viability of the company.

"What we didn't realize is come May — once golf courses were deemed socially distanced approved — the golf industry would have its record year in its 1,000 year history," Andrew said.

Golf playing was up almost 100%, golf equipment sales were up 30% and there has been a record number of new golfers entering the sport, even more than when Tiger Woods became a professional, he said.

Those new golfers needed clubs. They sold out their inventory in two months and saw a 900% increase in sales from April to May.

And they've raised $1 million through angel investors, including dot.LA co-founder Spencer Rascoff, recently turning down a term sheet from an institutional venture capitalist. The company said ultimately their "visions were misaligned," and that they're not focused on the hyper growth approach the VC was looking for.

Driven by how Ali and Peter felt at the golf shop that day, the L.A.-based ecommerce startup has marketed its clubs to beginners, women and a diverse and inclusive audience to make it easier to enter the golf world, typically dominated by affluent, white men.

The fastest selling club is the female set. Of Robin's customers, 45% are women or kids. Those groups make up just 5% of sales industrywide.

While the major golf equipment companies, such as Callaway or TaylorMade, are targeting the 7 million avid or skilled golfers in the U.S., Robin Golf is marketing to the 27 million casual or beginner golfers, Andrew said.

Robin Golf

For an example of just how intolerant golf can be, Peter pointed to pro golfer Justin Thomas' recent use of an anti-gay slur under his breath when he missed a putt at a tournament.

"Golf has a long way to go in terms of embracing diversity," Peter said.

He also recalled how he and Andrew were playing with a "major golf influencer," when Peter mentioned his husband in conversation.

The golfer said, "Oh, I'm sorry I didn't realize gay people golfed," Peter said.

"It's very personal to us in terms of creating sort of new communities, new accessibilities for people who previously felt as though golf was not for them," he said.

Lane Demas, a history professor at Central Michigan University and the author of "Game of Privilege: An African American History of Golf," said, there are "many barriers to expanding golf participation."

Among them: Many neighborhoods don't have golf courses nearby, while urban golf courses often charge high green fees and there is a lack of golf programs in K-12 schools that serve predominantly non-white students, Demas said.

Often, the golf tradition is passed down by family members, making it harder for novices to enter the sport, he added.

And while Robin Golf clubs are not as well-known as some of the bigger brands, they are much cheaper. The clubs are sold as a set rather than individually. The men's and women's set cost $699 each. A junior set sells for $259.

Cognizant that people may be hesitant to buy clubs online, Robin has a generous return policy, giving customers 90 days to test out their clubs. They describe the business model as the Warby Parker or Casper mattresses for golf, a direct-to-consumer business with products sold online. They've found that many millennials prefer to buy things online and golf clubs are no different.

This year, Robin Golf wants to expand into selling golf balls and accessories as well as apparel, allowing first-time golfers to purchase everything they need before they step onto the links.

These days on the course, Peter feels less intimidated and Ali now enjoys the game on vacation — with three rules: Always have a drink in hand, it's okay to stop if you're frustrated and remember that no one else is looking at you.

🌴🧑‍💻 Your Guide to LA Tech Week 2024

🔦 Spotlight

Happy Friday Los Angeles,

As many of you know, LA Tech Week is right around the corner, kicking off next Monday October 14th bringing together founders, creatives, investors, and engineers for a week of immersive events, panels, and socials across the city. From blockchain and AI to biotech and design, LA Tech Week is a chance to dive into the ideas shaping today’s technology landscape.


What to Look Forward To

Insights from Visionary Leaders: Hear firsthand from industry trailblazers as they share stories, challenges, and key lessons from their experiences. Expect fresh perspectives on AI, venture capital, biotech, and the ethical questions around emerging technologies.

Interactive Panels: This week isn’t about watching from the sidelines; it’s about engaging directly with the tech community. Participate in hands-on panels discussing everything from startup scaling to ethical AI, with honest insights from those actively shaping these fields.

Networking Mixers & Social Events: Meet and connect with founders, VCs, developers, designers, and fellow techies across LA. Rooftop mixers, lunch meetups, and creative gatherings offer the perfect chance to spark ideas and collaborate.

Plan your week with the daily lineup, organized by location for easy navigation:

For updates or more event information, visit the official Tech Week calendar.

Enjoy LA Tech Week 2024!


🤝 Venture Deals

LA Companies

  • Clout Kitchen, a Los Angeles and Manila based startup, has raised $4.45M in seed funding, co-led by a16z SPEEDRUN and Peak XV’s Surge, to develop AI-powered digital twins, which enables gaming creators to produce realistic virtual avatars for content and fan engagement. - learn more
  • MeWe, a privacy-focused social media platform, has raised an initial $6M in Series B funding led by McCourt Global to support Web3 integration and expand its decentralized network for 20 millions users. - learn more

    LA Venture Funds
    • EGB Capital participated in a $10M Series A funding round for MiLaboratories, which develops software that enables biologists to independently analyze complex genomic data, accelerating research and discovery in fields like drug development. - learn more
    • Crosscut Ventures participated in the $13.75M seed round for Airloom Energy, a company focused on developing airborne wind energy technology to harness high-altitude winds, with plans to accelerate a pilot project in Wyoming. - learn more
    • Overture VC participated in a $5.5M Seed funding round for Molg Inc., a company developing robotics and software for circular manufacturing, designed to disassemble electronics efficiently and recover valuable materials to reduce e-waste and support sustainable production. - learn more


      LA Exits

      • Options MD, a Los Angeles based telemedicine platform that provides care for people suffering from severe and treatment-resistant mental illness, is set to be acquired by Resilience Lab, an AI-driven provider focused on enhancing mental health care access. - learn more

      Download the dot.LA App

      LA Tech Week 2024: Saturday-Sunday Event Lineup
      tech-week

      Here’s what’s happening during the closing weekend (Oct 19 - Oct 20) of LA Tech Week 2024! Events are organized by location so you can easily catch the sessions that interest you most.

      SATURDAY EVENTS

      BEVERLY HILLS

      12:00 PM

      • BIG Showcase (Invite Only):

      BIG Showcase (Invite Only)

      2:00 PM

      Light Dao

      Struck Capital, Seahorse Express

      EAGLE ROCK

      12:00 PM

      Sunrise Integration, Shopify

      EL SEGUNDO

      9:00 PM

      Administratum, Valar Atomics

      HOLLYWOOD

      10:00 AM

      Passes

      MALIBU

      6:00 PM

      • Malibu Beachfront Investors Networking & Wine Tasting:See Details

      Gaya Ventures

      MARINA DEL RAY

      6:00 PM

      • Awaken Your Spirit: A Journey of Transformation (Invite Only)

      Sagos Distro, Alma Wellness

      SANTA MONICA

      7:00 AM

      Founders Running Club

      8:30 AM

      Techstars

      9:00 AM

      Magic Mind

      StartupStarter, Inc., City of Santa Monica

      10:00 AM

      Gen She

      AI LA

      Crea, Barry's, Unsubscribe

      10:30 AM

      Plantologist

      11:30 AM

      • Pickleball Palooza (Invite Only)

      YouTube

      1:00 PM

      • Realfren Games: From strangers to an inner Realfren within 52 weekends: See Details

      Office for Humanity and Circuit Works

      • Talking blockchain technology with special guests: See Details

      LadyDayDao

      5:00 PM

      KARD, What's Plots

      THE VALLEY

      7:00 AM

      Camino5

      VENICE

      9:00 AM

      Westside Yogis

      11:00 AM

      Open App

      1:00 PM

      Ripe and Teddy's Hot House

      4:00 PM

      • Fashion Forward: How AI is Redefining the Fashion Industry: See Details

      VIAVIA, BNTO.RENT, ALMA.AI

      VIRTUAL

      11:00 AM

      BLCK UNICRN

      WEST HOLLYWOOD

      7:00 PM

      Next Sequence

      SUNDAY EVENTS

      INGLEWOOD

      12:00 PM

      Entrepreneur Ventures, VCPE GROUPS

      PLAYA DEL RAY

      2:00 PM

      AI LA, DELL, NVIDIA

      SANTA MONICA

      10:00 AM

      • Women Founders, Cold Brew & Beach View, Rooftop: See Details

      Clutch Talent

      11:00 AM

      11DollarSunglasses.com, Less Litter Foundation

      12:00 PM

      Data in LA, Amplitude

      12:30 AM

      New Moon, Warner UK Innovations

      TOPANGA CANYON

      3:00 PM

      Dreamore

      VENICE

      8:00 AM

      • Surf session with founders, investors, creators: See Details

      Surfed Club, Bow Shock

      12:00 PM

      • Podcast Panel and Brunch: LA Tech Community Builders: See Details

      WeAreLATech.com, Blankspaces.com

      VIRTUAL

      2:00 PM

      BLCK UNICRN


      For updates or more event information, visit the official Tech Week calendar.

      Enjoy LA Tech Week 2024!


      Download the dot.LA App

      LA Tech Week 2024: Friday’s Event Lineup
      tech-week

      Check out Friday, October 18th's schedule for LA Tech Week 2024! Events are sorted by location so you can easily find what matches your goals for the day.

      BEVERLY HILLS

      8:00 AM

      Scrappy

      BRENTWOOD

      7:30 AM

      Seaside Ventures

      CULVER CITY

      9:00 AM

      Intersections LA

      1:30 PM

      • Showcasing Bioscience Innovation in LA County (Invite Only)

      BioscienceLA, County o LA, Larta Institute, LAEDC

      5:00 PM

      Grid110

      6:00 PM

      ACT House, Sip & Sonder

      EL SEGUNDO

      7:00 PM

      Dirac, Inc.

      INGLEWOOD

      10:00 AM

      Zoo Corporation, Embedded Ventures

      12:00 PM

      • Tech & The Built Environment Series: LA28 Roundtable & SoFi Stadium Tour: See Details Here

      Blended Impact

      MARINA DEL REY

      9:00 AM

      USC ISI

      PACIFIC PALISADES

      4:00 PM

      Silicon Valley Bank, Emmeline Ventures

      PLAYA DEL REY

      8:00 AM

      AI LA

      5:30 PM

      AI LA

      PLAYA VISTA

      12:00 PM

      • Women In Gaming Lunch at Google (Invite Only)

      Google

      4:00 PM

      Verizon, Infinity Festival

      SANTA MONICA

      11:00 AM

      SVRN Ventures

      Headline, Slow Ventures, Karat

      2:00 PM

      Glyf

      Botanical, Panoptic

      The American South Asian Network (ASAN)

      4:00 PM

      • Pizza, Wine, & Connectivity: Celebrating the Nomadic App Revolution:See Details Here

      Synadia

      The American South Asian Network (ASAN)

      Dory Consulting

      • Women in Tech: Beachfront Rooftop at Sunset - Wine-up & Unwind: See Details Here

      Clutch Talent

      Cohere Commerce

      5:00 PM

      Clutch Talent

      Pirros

      6:00 PM

      • Unlocking Capital with Angels & Advisors | No Pressure Networking + Panel:See Details Here

      No Pressure Networking

      Tech Pitch Roast Comedy LLC

      6:15 PM

      • Navigating Intersections: Empowering Leaders in Challenging Times: See Details Here

      Intersectional Ventures

      7:00 PM

      Mantis VC, Lightspeed Venture Partners

      Medusa Ai, Marco Di Luca Event Design

      SOUTH LA

      9:00 AM

      USC Lloyd Greif Center for Entrepreneurial Studies, Cap Table Coalition, PledgeLA, Sisters with Ventures

      UCLA

      1:30 PM

      CrownData.AI

      2:00 PM

      Taisu Ventures, Quotient Ventures

      VENICE

      7:30 AM

      Run Tech Club

      9:00 AM

      Google

      12:00 PM

      Ripe and Teddy's Hot House

      5:30 PM

      Spire Circles

      7:00 PM

      Moss Venice, Yuzulabs, JPMorgan Chase

      8:00 PM

      Truffle

      VIRTUAL

      2:00 PM

      BLCK UNICRN

      WEST HOLLYWOOD

      7:30 PM

      Legendary Ventures, Day Dream Ventures

      WESTSIDE

      9:30 AM

      A16Z GAMES

      7:00 PM

      • Female Funders & Founders (Invite Only)

      L'ATTITUDE Ventures

      WESTWOOD

      9:00 AM

      Fedtech, National Security Innovation Network (NSIN)


      For updates or more event information, visit the official Tech Week calendar.

      Enjoy LA Tech Week 2024!

      Download the dot.LA App

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