Short par-4 holes, or drivable par 4s, provide an exciting challenge in the game of golf. The golfer is faced with a classic decision — hit a driver to potentially make the green in two or lay up for the safer birdie opportunity? And if they both miss, well, it could turn into a very long par 4.
In this case, Short Par 4 is a personal stylist for the golf-inspired life that delivers brand name golf apparel, accessories and gear directly to its members' doorsteps with up to 60 percent off retail prices. Four subscription options, ranging from $50 to $125, are available, and consumers can opt out at any time.
The company provides golf enthusiasts with the highest quality products at member’s only pricing, allowing them to spend more time on the course, not in their closet. To date, and in the company’s five-year infancy, about 22,000 subscribers enjoy the "no shopping" experience.
So why name a monthly subscription box for golf apparel Short Par 4? What’s the correlation?
“Short Par 4 came from the idea of our business having two different ways for our members to get apparel,” said Bobby DiMeo, founder and CEO. "Every short par 4 has different ways to play the hole. You can be aggressive and hit driver or be conservative and lay up with an iron off the tee. I have owned the domain for over eight years now and always knew I wanted to start a business that had multiple ways for someone to be a customer.”
Why are hand-curated monthly subscription boxes like Short Par 4 finding success?
“I do believe that convenience plays a big part in the success of subscription,” said DiMeo. "Being direct to consumer allows us to offer cheaper pricing to the member. There is also the fact that the member gets to be a part of something which has more of a community feel to it rather than just being another customer.”
The box subscription idea is not just benefiting Short Par 4, but brands such as Under Armour, Nike, Callaway, Travis Mathew, Linksoul and Puma.
“Subscription boxes are big in the market right now, which speaks to the evolving landscape of retail, and they are certainly here to stay,” said Kristin Hinze, Puma global head of merchandising. "Short Par 4 is a great way for us to reach a new audience, and offer customers a ton of value with a broad assortment of products. It’s even better that Short Par 4 has partnered with some of our strongest athletes, Rickie Fowler and Lexi Thompson, two really marketable, stylish athletes that help drive consumer demand.”
Short Par 4’s ambassadors include Fowler, Thompson, Wesley Bryan, John Chin, Tyler Duncan and Tom Pernice. For example, the Rickie Fowler box, ($125 per delivery), includes Puma-branded gear with official Fowler tour logo embroidery and memorabilia.
Finally, what’s next? How do you build on a business like this?
“The vision for Short Par 4 is to continue to work towards becoming the largest direct to consumer golf brand in the marketplace,” said DiMeo. We want our members to feel like they are a part of a community that delivers more than just a box each month. We will be doing more experiential events like golf outings with our members. Short Par 4 will be the one stop shop for everything golf, whether its apparel, accessories, or clubs we will be able to provide the whole experience.”