Brekky Launches As First Multi-Dimensional Holding Company In Golf

The game of golf drove $101.7 billion in direct economic activity throughout the United States in 2022—a 20% increase over its $84.1 billion impact in 2016, according to the American Golf Industry Coalition.

A popular pastime that skyrocketed during the height of the Covid-19 pandemic, an estimated 123 million Americans over the age of 5—more than one-third of the country’s population—played golf, followed golf on TV/online, read about the game or listened to a golf-related podcast last year, per the National Golf Foundation.

With the game growing, evolving and diversifying like never before, brands, investors and broadcasters are foaming at the mouth with the potential opportunity at hand. But increased demand doesn’t necessarily equate to success. That’s why Nick Gross and Sean Maher founded Brekky Golf Co., the game’s first multi-dimensional holding company.

“Capital is great but capital can only get you so far,” said Maher, who previously served as co-founder and CEO at creative agencies Cut + Sew and Zoned, working with brands including the NBA, Twitch, Coca-Cola and McDonald’s. “There’s been plenty of examples of companies who have raised all the money in the world but couldn’t figure it out.

“We really want to roll up our sleeves and want to be a premier player in this space to be able to help in multiple ways.”

Seeded by alternative investment from Gross Labs, Brekky provides resources to both portfolio companies and clients across business operations, marketing and go-to-market strategy to empower brands to execute successful campaigns, build IP and scale.

With the vision of going beyond traditional VC structure by creating an ecosystem and flywheel for the companies via strategic support, creative execution and social capital, Brekky has been operating in stealth mode for the past six months.

Brekky’s inaugural venture portfolio via its Brekky Ventures arm includes: TMRW Sports, Pro Shop, Los Angeles Golf Club (LAGC) and Students Golf.

Additionally, Brekky’s parent company Gross Labs announced an investment in Puttshack, a tech-infused indoor mini golf entertainment concept.

“It’s been more of a blended approach of investment sectors around golf where we want to have an investment in a team, media, apparel, women’s,” said Gross, whose investments via Gross Labs include the X Games, 100 Thieves, Club Necaxa and Breakaway Music Festival. “We’re trying to emphasize the blended approach to the sectors, and ultimately, where we could have the most impact as an overall company on the services side to get those case studies under our belt to say, ‘Not only have we invested in these types of companies, but here are the types of things we do to help scale and grow those companies as well.’”

Focusing on both ends of the spectrum including companies that have established market traction and may need “a little bit of extra muscle” as well as those just launching as the game and industry is evolving, Brekky prides itself on being flexible and nimble enough to adjust as needed.

Citing their investment, ownership stake and creative work with LAGC, one of the teams in TGL, the new tech-infused golf league launching in January backed by Tiger Woods, Rory McIlroy and the PGA Tour, as the “shining star example of the ecosystem we’re trying to build,” Maher said Brekky also has its sights set on golf real estate and tourism.

The global golf tourism market was $21.74 billion in 2021, according to Grand View Research, and is projected to expand at a compound annual growth rate of 7.6% from 2022-30.

“Nothing is off the table for us, whether it’s an investment, service or anything in between,” Maher said. “We have the ability to entertain pretty much anything, which is exciting to be able to look at things and have an open mind about it.”