What's up guys.

Welcome to anotherepisode of behind the golf brand, a podcast.

I don't evenknow what episode we are on, so I'm not gonna say thatcause I always forget, but today I have a good friend of mine.

They pretty much make oneof the coolest, if not the, probably one of the best headcovers around Dormie workshop.

It's freaking awesome.

I startedworking with them about, I don't know, year and a half ago.

And, um, came from with Todd.

Todd is the cofounder and he's agood dude and welcome to the show I spell.

All right.

So this is, I alwaysstart my conversations with people.

Generally.

I always say, Hey, likebefore I even meet anybody, right, I'm going to work with them or not.

And I always say, Hey, you know, what's your story.

Iknow some of your story, but can you kind of tell us like where, how not so much all getthe dormy part of it, but like how you guys got into golfand how you guys got into head covers, you know, like go back wayback when kind of thing.

I mean, it's a family business and dadas the kind of patriarch of the family, he was the diehard golferand still is so he's, he's 75 still working on a golf course.

That's working with the grounds crew andhe's not the chorus of five 30 in the morning.

There's not a lot of 75 yearolds that are still drying it in.

Uh, so that shows how the, uh, Pete loved the game.

And so he got us intogolf really early at, uh, as long as I can remember, I hada golf club in my hand and, uh, with my two younger brothers, Jeffand Alex, same type of thing.

Uh, everybody golfed, youknow, our grandfather, um, there was often three generationson a tee box and now dad's a grandfather and my son, he's the easyyoungest guy.

He's three.

And, and, uh, he's been to a couple of Orlandotrips and display in Florida more than probably some Canadianstuff.

But yeah, I mean it, golf has always been in our blood.

And, uh, so it was pretty easy to, to just move into that space and turnthat into something that, you know, a passion of ours turned into a business.

And when you can combine both thosethings of passion and business, you're, you're, you've got a really goodcombination and you're really lucky.

So when did you guys firststart making head covers? I guess like when did dormy start? Yeah.

During, it was aRyder cup year and, uh, that also kind of aided into howwe got our, our namesake.

Um, but basically we were living down inFlorida and I had moved back home, um, after being down there for about 10years and started up a golf school.

Um, my middle brother, Jeff, healso was a PGA professional.

And when he came back, what he had noticed though, when he was down in the last time hewas in the States was that leather head covers for starting to pop up, sothat retro locked in the nice field.

And he saw that.

And when he tried to source somecovers for himself, um, you know, instead it was kind of limited in scopein terms of what he was looking for.

And, and, um, that was kind of, uh, what set him on a trail ofdoing more research on leather, leather head covers.

And, andthen he thought, well maybe, uh, maybe we can just do itourselves.

And, you know, we had already started aball marker business, um, and you'll see the, it was a ball markerthat was kind of an alignment tool.

So it had a line up themiddle of it.

And it was a, it was also made in Nova Scotia.

Itwas, it was a, uh, a fused glass.

So it was very, it was hard, itwas baked and, and, uh, cured.

And they're really cool, butthey just never caught fire.

So we were kind of balancing betweenthe golf school and the ball markers.

And then Jeff brought in theidea of the leather head covers.

And so then we had to kind of, we dropped the ball markers and we movedinto the head cover space.

So you guys, so you guys are not doingthe bone markers no more? No.

Do we have a bunch of laying aroundthough? Because there were ball markers.

You only like one of thoseand then you'll lose it.

These are pretty big.

I mean, there, there are certainly like coasters.

They were a good size, likeyou'd have to carry a small one, but we actually had a magnetic.

So like part of the innovative part oflike ball markers was because the size of ours, we had the magnetic one underneath.

So you needed to put aflat or a smaller one.

So you're getting kind oftwo for one.

So it was, it wasn't as bulky as whatit appeared.

We had, uh, we had some LPGA girlsusing them and, uh, uh, philibert she almost won a tournamentand you could see her using, using the, the, a ball marker.

And it was, it waspretty cool.

I remember like, it was, it was fun.

I was like 2013.

I thinkshe was playing really well.

Veronica.

I don't know if you remember her, but she was, she was, you know, a really cool person and, andJeff got to meet her when he was, because he chatted on theLPGA for a little bit.

And um, so we got to meet some of the girls.

This is about you guys, Ithought.

Okay.

So you guys all, so who all was living in Florida, then.

You Jeff and Alex and Alex, and youall were down there at one point.

Did you guys like go to PGA schoolor something? Or what are you saying? You got to play golf.

Down there in 2001? Um, basically I was teaching ski andown band for six years.

Oh my God.

95 to 2001, but I got pretty beaten up, like the injuries from skiing.

I dida lot of back country and, and just, it was like 145 days ayear of skiing.

And, uh, so between my back, myknee and my neck, uh, I knew I was becoming a trainwreck and thought, well, golf certainly had a lot morelongevity.

So I just like, I, uh, I moved away from bath, came back homeand then went straight down to Florida, like January 2nd of 2001, I think it, so.

So did you go to, you already knowto play golf? I'm happiest, you know, it's like, Oh, but like you do go to school downin Florida or are you just like, I'm going to just go down to Florida.

I did take a PGM professionalgolf management at Humber college in Toronto.

And that was during thetransitional period between skiing and, and, uh, and golf.

And then I thought, well, I'll just, I'll, I'll head downand, and play as an amateur.

So I was still amateur status whenI moved to Florida and I played, uh, the first three years down there as anamateur.

So that got me to like 2004 ish, five right around there, justlike playing tournaments.

And I was living in and playing down therefull time and coming back home in the summers.

And then Iwould, uh, then in 2005, I started playing many tours.

Wow.

I never knew that about you.

See, this is what the show's about.

I don't know.

I always don't thinkabout people.

So then what happened? So you were just doing that andwhen did your brothers come down? Then Jeff came down around 2005 and he started playing.

Hewas just playing golf for fun, but we were like live inthe beach culture too.

Like we were living in Daytona beach.

Having a good time cause you're playinggolf and then you're hanging out.

Yeah.

And surfing and, andsurface definitely, uh, has been a huge partof our lives.

And, uh, then I got a job on, so what's once I, I took a teaching course at onepoint and got a job on a cruise ship as a golf pro.

Really?Yeah.

And I did, uh, did the three contracts outthere.

And in the meantime, Jeff had moved to NorthCarolina and was there with his girlfriend and he had kind of got out ofgolf and was doing some other projects.

And I said, man, do you want to comeout? I got, I could use an assistant.

Like this ship is so busy.

I can getyou on board.

You can be my assistant.

And he was like, man, that sounds awesome.

So he came out and the two of uswere running the golf program.

And so we were doing like Cozumel, um, playing the chorus and Cozumel.

And if you've ever played phasing and we did like theBVIs Nassau cruised all around that did move to theWest coast.

Yeah.

It was, it was great.

Tips to like, Oh, here yougo.

And you're like, thanks.

Well, you do lessons on, on boardand then you do the excursions off.

And so we did the West coast andMazza LAN, so it was West coast, Mexico mess, AtlantaCabo and Puerto Vallarta.

And, uh, that was like my last, last part of that juncture.

And then we all movedto Australia and repeat.

I dude, I didn't know anyof this.

I was like, Oh, these guys are from Canada and theymake hay covers.

No, I'm just kidding.

But so then you moved, you moved Australia.

Okay.

For what? Surfing or golf? Surfing angle.

Oh my God, dude.

I want your life.

All right.

So.

I mean, we weren't making a lot ofmoney, but we were on a great time.

Yeah.

We got stories, man.

It's not like, Oh, then I got a job in a cubicle and uh, yeah, no, it's okay.

So, you know, we're in Australia.

Do you guys go? So we lived in Coolangatta and that, which is a kind of famous for snapperrocks for any surfers out there.

Um, snapper rocks is the first, um, worlds world stop on the, on the tour for professional surfers.

Not that we were professional surfers, but, um, it would be what is thefirst with the wraparound season? I don't even know what the first eventactually is anymore.

It's PGA tour.

Uh, yeah, I guess on the calendar date.

Nobody watches.

Like, that's why, I mean, I've been at Capitola.

It's gorgeous.

But like, I mean, I honestly, I don't feel like that PGA seasonstarts to love Phoenix open.

That's what I think, because then it'slike, all right, now we're playing golf.

Like, okay, it's Hawaii.

Great.

Yeah.

I mean, I do enjoy that turnof disguise.

I love that course.

I've never played it, but yeah.

Oh my God.

So pretty dude.

Yeah, the surf and the, in the beta on there is it's funto watch while they're playing.

Dad.

And I played like, when wasthat? So we went, this is actually, I heard a cool story.

So we went to Hawaii, I think it was like 2008 and likemy full family and my wife and I, and uh, we went on December7th, right.

There was one, remember that's like Pearl Harbor day.

And so it was really cool isthat we were, we flew out of, uh, um, Honolulu and we were like going toMaui.

Cause that's where the capital is.

Right.

My dad and I playCapitola.

And so, um, I looked out the window and I seethis ginormous ship.

And I'm like, what the hell is that? It was a frickingsubmarine coming in and I hadn't had, it was like, it was so big.

Like itwas, you think submarines are teeny.

No, man, they're freaking huge.

I was like, I was like, Holy crap.

And it was like, they had like, um, like, uh, tugboats, like water going over it and stuff.

It was really cool.

I rememberthat, but that was my Hawaii store.

But then at Kapalua they were setting upfor cap, you know, for the tournament, but it was like a whole, it was like six weeks before thetournament or five weeks for Turner.

They're trying to put the girdersup and stuff.

It was pretty crazy, but it was gorgeous.

It was, it was the most pristine courseI've ever played in my entire life.

I think that there wasn'tlike one bad blade of grass, but how'd you do on the 18th? Horrible.

I just did that is I lost so many ballsin the entire freaking course through that course is tough.

I don't know18 was the worst probably for me, but it was fun.

It was a lot of fun.

But anyway, so back to your Hawaii, it's back to your story.

So thenyou're in Australia and what happened? Yeah.

In Australia.

And uh, like my, uh, I guess Traveler's visawas running out.

Oh, you can only stay three monthsonce you're over 30.

And um, but the boys had a year long, uh, visa.

So they were working at the Glades, which is a Greg Norman course.

And, um, they were, so they stayed behind, I moved back to Moncton new Brunswick.

So that was my first professional jobat a golf course in the PJ Atlantic zone here in the Maritimes.

And, uh, worked there for a year and then didtwo years at Georgia Bay in Ontario and then moved back home and in, uh, 2014, 2013 right around there.

And thatwas when dormy started to, uh, became front and center.

So we, we still had enough time that wewere working our golf school doing, we started up a dormy junior team.

Uh, we had race auto and some othersponsors come on board.

And we had a, it was a really good program.

Um, we had anywhere between sixto eight kids on our team and it kind of ran parallel with theNova Scotia provincial, uh, team.

So any kid that didn't make the rentalteam would usually come and we would pick them up or some of the, some of the kids that we were coachingwere getting picked up by the NSCA.

So there was lots of opportunity forkids to get some good coaching and, and, um, which is part of thepassion for dormy as, as, uh, we continue to grow ourprovincial partnershipsbecause we had to let the team go because Jeff and I were just totallyoverwhelmed with work couldn't imagine.

Yeah.

And we thought, well, we couldprobably do more good with dormy and, and trying to grow the gamein other, in other ways.

And so we, we had to disband the team and onlydid I think one lesson this year with a friend.

And, and so it'sjust been strictly dormingfull time for the last, uh, four years now.

So how'd you cometo the dorm? Me.

So that, that was, as I was saying earlier, the Ryder cup was on.

And that was a term that wasbeing used all the time on TV.

And we thought it was a really cool term.

That was a cool term.

And it's like, you know, army is a situation that you want tobe in because it's a no lose situation.

And it's, you know, derivedfrom the French word dormant, which is put somebody tosleep.

And, uh, ironically, the USDA is ban that word, uh, from last play.

Uh, I mean to see USDA.

Oh yeah.

Imean, the guy had just retired, so I'm opening the USG nowhas it as a chance to go get.

XAPI tools.

Yeah.

So anyway, not to get sidetracked onUSDA stuff, but it is funny that they, you know, cause now do army.

And uh, ifyou have like, there's certain words, verse that they've just deemed notlike you just don't do anymore.

It's like a tie or when, or, um, because they said people couldn'tunderstand the language or something like that.

So it works even better for us.

Cause now it's an even a more obscureword.

Um, so it's even more retro.

So they did us a favor in the end.

That's a, I had no idea.

I mean that'syeah.

That's clear.

You guys can't.

Oh my God.

Ashley's so common inEurope versus North America, North America is all stroke play.

So match play is it's probablythe purest funnest form to play because you know, you have one badhole and your whole day's ruined right.

When you're playing stroke, playor match, play and bounce back.

And when the next hole andboom, who cares so long as you, as long as you beat your opponentby one shot, you're, you're happy.

It doesn't matter what the score is.

Yeah.

I mean, that's my Goddude.

It's from, do you like, this is what I like aboutdoing this podcast is like, I learned so much people and they'relike, I didn't know any of that.

I was like, I mean, I guess I should, but I mean, and then how'd you come up.

Match play, then he probably wouldn'tpay much attention.

I mean, it's, I'm not afraid.

You're not going to go on the USCwebsite to check out what they're banning next.

Cause you know, they banned belly butters yet youcan lock your putter to your arm.

Yeah.

Right.

Or like, yeah.

Yeah.

That's like, it's just unfortunate unenforceablerulings like that.

The, the belly Potter or chest Potter, likeguys had their tee shirt, you know, they're there for shirts are hangingoff their chest and it's touching their hand.

And then it's, there's lots of accusation of guysthat have it against her chest.

And it's like, well, how, how are yougoing to enforce that rule? You know? Like you can look at all the, the longwanders on the senior tour.

And, and, um, that's where a lot of the controversystems from this is where the things I actually get an accurate ornot.

And it's like, well, they created a rule that nobodycan enforce other than the player.

Doing.

I mean, it's typical.

Right? I mean, yeah.

So how'd you come up with the cow? Isthat just because like it's a pet cover.

And the calories too.

We wantedto make sure that there is no, uh, obscurity when it comes to whetherwe use quality premium leather versus synthetics or pleathercovers or ultra leathers, all those wordsmithing smithingthat people do to sell a product, not just selling.

For less.

Okay.

Fine.

But don't sayit's like, Oh, it's a hybrid.

It's like, no dude.

It's either.

Yeah.

I mean, it is.

I said to you, do you, would you like leather or do youwant some ultra leather? What, which would you choose? No, you're like what's ultra leather.

Is that a better version of leather? You know, it sounds better to me.

Yeah.

And it's not, it's just cheaper stuff.

Yeah.

Like if, if, if you're getting ultra gasolinepretty sure at where you go, you're going to pay more.

I should just do a bunch ofleather head covers and be like, these are ultra leather andthey're $500 and then see fuel bio.

And then it just like made of, you know? Yeah.

Well, after four months whenthe sun, you rode some in the rain.

I know, right.

The outdoors.

I mean.

How much of a business left? No, I'm going strong out of the gate, but trash.

Like one sale.

It's probably mymom and dad like, Oh, thanks.

You have a really cool product.

Soultra parents, ultra ultra parents.

So how did you guys launch dormythen? Was it just like word of mouth? Did you, you know, did you start, did you know how'd you getout there in the mainstream? Yeah.

So we had a strong network of, um, already established from your cat, engage all your friends and alltheir friends were pros.

Um, so word of mouth emails, cold call, but really our launching point.

So we started in September and in, we attended the first tradeshow that we'd ever done, and it was the PJ Atlantic zone.

So our own zone has as a merchandise show, obviously on a smallerscale than the Orlando one, but it gave us the chance to, um, at least try to explainto people.

Cause I, I kinda liken it to thepilgrimage of Catholicism.

Like these Bible thumpers back inthe old days had to go run around to weird places around the room, trying to spread the word.

Right.

And with leather head covers, it was the same thing.

Like we were up against the wall.

Like people didn't really understandwhy they would take free Travers off their covers because the OEM originalequipment manufacturers or we're just providing them for free.

And it's like.

Because they're ultra and that's why, like I got an ultra ping G four 10head cover, you know, expensive.

That was the produce.

He can't take it off.

You can't put it on.

It's strange.

It rips like uncomfortable.

It's not that good looking.

So once people start to think a littlebit outside of their comfort zone, which is spending money on a P on anaccessory that never really had a market to begin with, um, over time.

Well, at least at this particular trade show, we had a couple earlyadopters and one was, uh, Chris billings at Kingswoodand, uh, his assistant, uh, Haley, they, the two of them kind ofunderstood it and liked the thought of it.

And that was when Jeff and I were like, Oh, we spoke to actually have an order.

We have to start producing.

Yeah.

People actually want tobuy it.

Oh my God.

Like you do, somebody would buy it.

You'rejust like, Oh, wait a minute.

I've got to figure it out.

The back part.

I hope we, cause we, atthis point at the show, all we had was a bunchof leather hides, um, a couple of prototypes that localteam tailors that made together, which mean they didn'tknow what they were doing.

They didn't even havereally proper other stuff.

They didn't know.

They didn't know theirs.

No.

We were just like, canyou make something, look, look like an oven Mitt without a thumb.

And we didn't really have a prototypeor anything.

So, you know, we.

We just don't have the prototypes.

They should put that on the website.

I have a few.

Yeah.

I keptthem just for, you know.

It'd be cool to see, like on the site, you like our evolution, you know, like, I don't know.

When did they, the first onesdidn't have liners.

They were just, it literally was justleather straight up.

Um, and so from that we knew like rubberhead to hit the road because now we've got, um, to fulfill an order for a club.

So that really got us, I guess, was kind of the impetus of likefinding a local person that we could outsource this sewing to becausewe still done hadn't owned machine, Jeff Stein, neither of us knew howto sell.

And, um, I don't just stage.

So once we, uh, we found one particular companylocally that we're able to, at least they had leather machines andthey could manufacture some of the stuff that we wanted.

So that was kindof our first, first go at it.

And then as time moved forward, we both, Jeff really learned more aboutsewing than I did.

I was, I kind of tackled sales, so yeah.

And Jeff was moreproduction, um, sourcing, uh, leathers and just figuring out theactual, like how to, how to get it done.

And that's, that's kind ofstill the way it is today.

Like Jeff is officially like the presidentof the company that we've got it set up and um, I'd be like VP of sales andlooking after marketing.

And so there's a salesteam now that we have, and I'm a marketing guy thathelps me with Instagram.

And so, you know, all the social media stuffthat you can do everything by yourself, there's no one else, so.

Right.

Yeah.

You gotta startfinding good people around you.

Yeah.

And, and delegating as a small businessestoughest part because you're used to doing everything yourself.

And theonly way that you can scale is, is to say, you got to hire people that arehopefully better than you and can bring everybody's levels up.

And that's, you know, we've been really.

That's the hardest part, everything else that you can do.

That's the hardest part.

Ithink, you know, like that.

We've been really lucky cause our, ourstaff is super talented.

We have, um, Nova Scotia, college of art and design.

It's one of the bestdesign schools in Canada.

And that's about eight minutes downthe road from where our shop is.

And we have nine graduatesworking.

Oh, that's cool.

And from design to actually reallyoperators operate our artists.

So they produce the, all the coversthat you see are an stitched man, cut, laser cut embroidered.

You know, there's, there's a bunch of refills.

I know.

Like, so like, um, so, solet's say let's use it for example, like the tiger had cover, right.

LT gray.

Like does somebody have to physically, so that take out there or is thatlike somebody at your facility? Yes.

And that, that part of their reasonwhy there's like a sticker shock too, I would say new customers or peoplewho have seen us for the first time, whether it's on Instagramor Facebook advertising, a lot of the comments are justlike 150 bucks.

You're crazy.

And it's like cameras that are 350 bucks.

From you.

And you're like, dude, I can't get that.

Yeah.

So it's like, you have to understand the complexity ofoperating a business that is not based on overseas pricing andslave labor practices.

And this is like our biggest challengeis to educate people who just don't know any different.

They're so used to the Amazons andthe Walmarts of the world that just grind all their business, alltheir partners down in price.

So it's like drive the price down, drive the price down and theywill bully you into submission.

And they'll say, they'll give you thisbig opportunity on such a scale to, to sell your product.

But at theend of it, who's really winning.

Like you have to all your stuff.

Work, they're doing no work and you'redoing all the work and they're getting a majority of them.

It's that.

But it's also liketo consumer is used.

It has, has mentally and physicallychecked out of the process like sustainability or supporting local.

You, you will never hear that from Amazon.

You'll never hear thatfrom Walmart.

They may, they may put a little spattering outthere just to kind of sound hip or prove that they have some typeof, you know, moral compass.

But in the end everything'sgetting made in China or wherever and you're paying pennies on thedollar for their labor.

And we're like, our, our staff have mental orsorry, dental and healthcare, um, insurance.

So, you know, we, wewanna, we want to keep people around.

We want to help train them.

Yeah.

It's like, you're notlooking for, yeah.

It's different.

Play the long game.

Like this is, thisis not something where we're yeah.

We're going to come up with a great designand then ship it off shore so that we can make a thousand of the, them at$10 and then try to keep that funding.

For 30 bucks.

And you havea like, yeah.

And then you.

I think it just doesn't work that way.

At least that's the right way to do it.

Yeah.

There's companies that willdo that, but we, we do not.

And um, so we're, you know, wejust take small steps.

We haven't done anything crazy interms of, uh, you know, trying to poke, grow our capabilities.

And, um, you know, certainly the challenge with 2020right now is with COVID regulations and government restrictions.

Um, we've had to scale back, you know, through like April, may, June, which was, you know, some are prime production time.

We were down to five people working outback because of the amount of people come in and actually do.

Yeah.

So, you know, we're, we've got a backlog right now that we're, that we're trying to overcome and wefired everybody is new people we've hired are some people who were for a load orback on we've purchased more machinery.

So we're, we're in the middle ofjust battling to get back to the, the power in terms of our timelinesand our delivery times.

Um, so, and I think people in North Americaunderstand that in our messaging, like we a hundred percent onour website, we just said, Hey, like delivery times aretaking longer than normal.

And it doesn't matter whether you'remaking stuff in China and making stuff in Halifax, everybody wasaffected by it.

And yeah.

Yeah.

I mean, that'severybody like, yeah.

I mean, I know everybody's having problemsgetting supply right now.

Even like, they're not getting, like I know of a lot of brands arenot getting their shipments in.

They should have got their shipmentsand six weeks ago, eight weeks ago.

And it's like, I don't thinkpeople understand or like, they're not able to run their businessbecause they do not have income coming in because they cannot sell product becausethe product stuff in China or on a, or whatever, you know, Imean, I heard about last week, there's like a shortage of, Oh crap.

Well, hopefully we make golf balls out of, uh what's that California, likethey can't make the, Oh man, I don't know the name of your thing.

Yeah.

Your thing just short of jurorthing right now in the U S and then, or the world really.

And like, it's like gold right now.

Like people are trying to get your thingso they can make balls and they can't find it.

Like it's just because everythingstopped producing for those months.

So now it's going to really turn offthe ball Hawking on local courses for calls.

Well, I've, I mean, I've heard like I've yeah.

I've heard that a lot of ball companiesare like two months out and getting balls, but they're going back to, youknow, let's say direct to consumer, they're going back to a Dick's ora sporting goods store and be like, what do you guys have in stock? Andlike, give it back to us, you know, just to get 'em out.

Um, I it's crazy.

I don't know.

Think it's just crazy.

I think was going to, there are newsabout dormant.

This is actually really, this is awesome, honestly.

So here's my story with dormyI met Todd like a year ago, we reached out onInstagram, so I'm like, Oh, they make some of the coolest headcolors.

And so I reached out to, I didn't know who Todd was.

Ihad no idea who Todd was.

Right.

I just knew it was Todd atthe, is in sales.

Right.

So this is when we were first talking tobrands.

So we talked to Todd, I'm like, dad's really cool.

And talk to melike, who's this crazy guy.

And so I, they said, Hey, covers to myselfand Damon.

And I was just like, you can see my head coverback there.

Um, and I was, the quality is like, youknow, unsurpassed.

Um, I knew that they weremade in Canada and I knew, I didn't know that they weremade like at Todd's place.

I thought maybe like a factorymade it somewhere Canada, which I think is reallycool to find that out.

Um, and so we became friends and we were, and then I actually met Ty finallyfor the first time at the PGA show, I was super excited.

Cause I'm like, Oh my God, it's Todd.

Oh, the name tag.

Oh my God.

It's Todd.

And so, um, but Todd's stand up.

I mean, seriously, like you can tell you guyslike he's so dorming, super cool, but like, Todd's a really good dude.

I remember talking versus talk.

I saw you and I walked by waveand you're talking to, um, uh, what's his name? Uh, the whole crowdwould look up his name real quick.

Um, you were talking to, Oh man.

No, it was a, you're talking to birdsof condor.

You're talking to, uh, Frankie.

And so, yeah.

And like I hadtalked to Frankie too.

I mean, birds, Condors, coolest how you guys do.

Right.

And Frankie knows.

They're so nice.

And Zoe, and so their daughter'slike cute.

And so like, I think I gave her some stickers.

Remembershe was like selling.

I was funny.

So yeah.

So like, but Todd was like, I remember Frankie was like, Hey, is this guy legit? Cause I justtalked to Frankie like the day before.

And you're like, yeah, no, Paul'sreally is legit.

And I was like, and to me that meant a lot to me.

Cause I really appreciated thatbecause like you were standing, you were verifying that to somebodyelse that I had just met.

Right.

So that was really cool.

So thank you.

I'll be, probably don't even knowyou did that, but I do.

He seemed pretty passionateabout what you're doing, so yeah.

Oh yeah.

He's all right.

You know, or something, but it was cool because you'relike, I think you, you know, he wanted to make sure thatit wasn't like, you know, there's a lot of BS people out therethat are not going to do what they say, you know, that you probably get people hittingyou up all the time for free stuff, you know, or like, Oh yeah, we'll shareit.

Um, but no, that was cool of you.

So thank you.

Um, I know I was talkingto Frankie like a couple weeks ago.

They're trying to get us somestuff to review clothing, Frankie, make some cool stuff.

Like really cool stuff.

Yeah, yeah.

Another, there, therethey're great people and certainly, um, kind of on the, the, the linethat they stick to really fun, kind of a zany hip surfculture inspire golf stuff.

From Australia.

From Australia.

Yeah.

And their art.

I love him.

Yeah.

That's what I think is so cool.

I think you're seeing a Renaissance rightnow in the golf industry in the last couple of years, lasttwo years, three years.

I think you guys probablywant the first brands.

You actually started it where you'reseeing a resurgence of like cool products and designs and it'snot like the same old, you know, I call it the big fivebrands, you know, products.

It's more like customized ornot.

That's not the right word, but more like the qualities therethat the passion behind the game, the story behind the game, the reasonwhy we play the game, you know.

I think honestly, I thinkyou guys started that.

Because you know, your headcovers are cool and yeah, you have to pay a little more for it.

So what if you're gonna, if you want to, I mean, seriously, it's super highquality.

Number one, number two, it's being made in Canada, it's madefrom leather, right? So it's not, you're getting from China.

It's notmade up of ultra leather.

And you know, I mean, I just learned that todayfrom you like, look like this to us, this is people's livelihoods, right? We actually take care of them and wetry to, we're doing it the right way.

What are the things is evencooler because I didn't ever, I just never knew that.

So that's really cool.

Look at it.

Um, the future generations are the onesthat we really want to appeal to and to cool factor is, is critical.

And, uh, we've partnered with, uh, Nova Scotia, golf association, newBrunswick, golf association and Ontario.

So those are kind of our three keyamateur associations for 2020.

And we, we are also official like coversfor PJ Canada and PJ Atlantic.

So between those now we're going to bemoving laterally across Canada in those amateur associations.

That's our goal for 2021.

So we've got two targetsthere and there's also, uh, a new PGA section, um, that we're working on a deal with rightnow for the U S so that'll be our first U S section that we become a sponsorof.

So for us to be able to, you know, a lot of it is like championship covers.

That's a lot of the deals that we'vedone.

Yeah.

So people are playing for you, the overall championship trophy.

And then now they're gettingthis leather head covered.

That is something thatthey can actually gain.

And these covers are recognizedaround courses and you know, those, those things.

That's cool.

I never thoughtabout that.

That's cool.

It sounds like we're in your trophy.

Yeah.

Well, that's what you're doing.

That's brilliant.

I never even thoughtabout that.

Like, you know, you get, you work with those organizationsand it's like, Oh, well, you know, that's smart.

That's really smart.

Causeit'd be like, Oh, what is that? Oh, dormy me.

It's almost likethe people understand that.

Like they find you that way.

Youknow what I mean? Like also like.

Yeah, but it's like a lot of people like, especially in the U S they, if they, I still think that there's probably 90%of golf courses that have not heard of us, or if they do, they think ofus as the custom company that does really high end expensive work, but we're actually basedlike our whole, um, we have a wholesale businessthat just does pro shop cover.

So we'll do 18 units.

Um, they are, our minimum is 18 units and we can, we can combine that with like driverfairy hybrid.

So you do six, six and six, and the shops are slowly coming to usand saying, yeah, you know, this is, this is a part of the market that nobodyhas pet that was overlooked for years, or it was nonexistent.

And now it's like, you can see it on tour like that latestcollaboration would do with tailor made, um, at the U S open, every tailor made player, had a fairway covers fromus that we did statue of Liberty and the tailor made bug logo onthe top.

Right.

Oh shit.

That's awesome.

So you'd see it on DJ use them.

Uh, Rory had both fairwaycovers in his bag and, um, it was great.

And, and thoseare the kinds of things that those weren't there.

They were fora giveaway with TaylorMade and us.

Um, and then their tour pros andthen a few staffers on tailor made, but they're not available for public, but it creates kind of anexcitement level.

Um, and now those, those are a commodity that people, if they win those things and they can getautographs on those, that's a serious, uh, item that you'd be really stoked.

Yeah.

Right.

Let's see.

Rory, whensomething is, it had that, so yeah.

So, so in order, so may Iask this question then? So then pretty much like you are for thePGA and tie in tailor made with that.

Right.

You're saying.

Just, just tailor-made.

Okay.

So PJ.

Oh, I see.

You were tailormade and since tailor made, already sponsors those guys, then they'rejust like, Hey, put this on the clubs.

Right.

Like you have to go to them.

Hunk.

They, they, theybasically we've we've uh, uh, Jeff is basically a TaylorMadeplayer and I'm with Cobra and, uh, so Jeff's connections.

Uh, my gosh, I had reached out and said, Hey, we, we've got, uh, we've got this reallycool us open bag.

And we've got, um, two Potter covers for thespider and the blade can guys, um, on short notice, pair upand make something cool that we, we could make with those bags.

And, uh, it came together in less than, um, I think it was about five weeks by thetime from that original email to getting it directly to wing foot to their, youknow, to the locker rooms.

Oh, I know.

I dude.

And then it's like the.

Mountain publicity fromthat.

Right.

Like just, yeah.

Awesome.

That's so cool.

Imean, that's the thing though.

It's like that wouldn't.

Right.

The reason why it happened is becausewhen you make a super quality product, right.

And it's cool looking andit's not cheap crap, it was cheap.

It would never done that in amillion years.

Right.

Never.

Right.

So it's almost like it's like you'vemade a, you've made a head covers.

Cool.

I dunno.

Does that better way of sayingit's like you made head covers, uh, uh, an accessory that can be morecustomized, more high end, just like the bag, right?Because like, what do people see? People see your bag and they see, theymight be a seizure clubs in there, but most of them, they can'treally tell what you're carrying, unless you're a golf head or, youknow, and, but like, you know, if your bat that's cool.

I don't know.

That's what I like about what youguys do.

Like, I mean, I don't know.

Let's look, hold on.

Letme, I do this once before, although this isn't a backfire, I like to, I started doing this a couple weeks ago.

I like share your website, let me see.

I can find it.

I like showing peoplestuff so that like, you know, on the, on the YouTube, they can say, Oh, that's cool.

That's what they're doing.

Or like, you know, usually, you know, people don't know, you know, kind of what, um, you know, you, I can describeit, but they don't really understand.

You know? I mean, our Instagram basically is our numberone source for keeping up to date with what's going on.

Yeah.

But Facebook is, is okay, but we don't really put asmuch energy into it.

Um, cause with Instagram we post a boatevery three days and there's that you're always are updated dailyfinding too.

Like you can't.

Post and no one really reads postsanymore.

Like yeah.

Even less, it's like a video or something.

It's like those stories, like if people really care about yourbrand, they're going to look at the story.

You know, stories are really where the back is kindof like you can see behind the scenes of like, whether it's the, how a cover comes to fruition ormaybe it's a tournament that we've traveled to, or we're ata, a new, um, trade show, all that kind of thing happensand is exposed on Instagram.

That's, that's our main, mainsource and resource.

Yeah.

I mean, your Instagram is prettysick, you know? So, I mean, this is my example.

Like Ithink you guys have always, um, how many followers do you guys have now? Like a lot we're birdwe're approaching 40, 000.

So we should hit that and see amonths if everything goes well, that's our goal probably by 2021, we'llwe'll hit that 40, 000 Mark, which is, which is great.

And our newsletter, you know, as, as we build our team, our newsletter now is going to be comingout about two weeks instead of every four weeks.

And there'll be itemsthat we'll showcase, or like I say, behind the scenes stuff, or justkind of a, I guess our take on, on golf in general.

Um, or maybe anexperience that we've had at a tournament, just because our families still play.

So like the last event we playeddad was in the senior division.

Alex won the amateur division that he wasin and Jeff and I were still competing as pros.

So there's a nice little Atlantic circuithere in Eastern Canada that we can play.

And so we were still, uh, trying to play as much as we can of that.

You get into the golfbusiness to not play golf.

Like we entered the golf businessso we could play more golf.

It's a black and white photoof you in like 20 years or, uh, the beard.

Oh, can you see my screenand open up your thing? You can see, I open up the zoom.

You cansee the, your website.

Uh.

There we go.

Oh, that's old Tom Morris.

I know.

But I'm saying that I'm like, that looks like you kind of like 15 years.

Yeah.

Give me another 10 years.

Yeah.

I'll get you a Derby hat orsomething that you have.

Yeah.

So here's, you let's see you guys onYouTube.

So check this out.

Like this is Stormy's web website.

Ifyou've ever been to it, they make some, like I said before, it's so cool.

So.

You know, their next, our nextreleases, the black Oak collection too.

So everything's knocked out.

Yeah.

Oh, that's cool.

Yeah.

Flipit, like the flip out the.

Call it out.

It won't be, some of these covers will be flipped andthen we have some new designs as well.

That's cool.

Cause you had this coverin green, right? If I remember, right.

Yeah.

I remember that one.

I, theone I have is behind me, but I mean, you can see like, these are the onesthat U S open ones you're talking about.

Right.

Those ones we did for that wasPaul Casey set.

Oh, was it? Oh, so he's, he's one of the playersthat uses our gear.

So he, he got his own custom recovers forthe U S open.

Yeah.

I mean, they go, cool.

These guys are for sale.

Is this the court? Where's this by?I've always wondered this picture.

That's my van.

You still drive it.

Yeah.

Yeah.

We souped it up now.

LikeI had that when I was down in Florida.

And then, uh, so I've had itfor about 12 years now and we, we put that wrap on it.

It'slike a flat gun metal wrap.

Scooped it all up.

Yeah.

Um, is that, uh, what course is that? That's it, that's just that cabinetat their driving range of the seat.

You see it as like a construction site.

There there's a lot of dirt and stufflike that.

Outside the cliffs forest.

So there, they were just inthe middle of building the, uh, their hotel and new club posts andstuff like that.

Driving.

It's not, you that's mad.

I'm like oneof our customer sales guys.

You see self-proclaimed Kingof cool customs for claims.

Look at this.

Did you guyscheck this out? This is cool.

Like check out their headcovers like you were to the NHL.

Yeah.

We have to NHL license.

Oh, we just, I gotta introduce you.

I have a friend of mine.

Who's a NHLplayer.

I think you'd love to talk to you.

But like he is two times, like he wonthe Stanley cup twice and he played [inaudible] where he's from Canada bythe name of the Asheville generalist for awhile.

But he's owns a golf companytoo.

I'm like, what are you doing? He's like, Oh man, I'll tellyou off air, but it'd be cool.

I think he likes talked to you.

He's really a cool guy, but yeah.

You want like two Stanley cups.

Sothat was pretty neat.

Um, yeah.

Right.

I'm like, I'm like, we're jokingaround.

I'm like, he's like, he's, I'll take your trafficand I'll give you his, I'll give you if I can have your traffic, I'll give you my Stanley cup rings.

I'm like sold.

But, um, it's crazy.

Cause he played like in the nineties.

So in 2000.

So like the guy'slike he's telling me here's some, here's an element of you guys.

Sorry, this is a boring story.

But I think this is cool.

Like he's telling me like all the guyshe thought were the hardest ones to play against like next level hockey players.

And he said like by far like MarioLemieux and Jamar Yawger were like the hardest guys to play against likeever.

I was like, that's so cool.

But like he played with like NicholasLindstrom and all those guys, but yeah.

I mean, look at some of theoriginals, right? Like this, they didn't really have you guys didn'thave this last time when I was on your side, but you can tell like, look, theyreally take the head cover seriously.

And they, it, this isquality, quality, quality.

Um, and you get what you pay for so youcan see like the Nintendo cover.

I think that's cool.

So, um, youknow, there's a lot of there's, there's a lot of time invested.

The LTis really cool.

Yeah.

It's expensive.

But I mean, think of my piece of leather.

That is how much time it takes us.

So, you know, you get what you, I meanlike one thing you gotta factor in is, is like those little strips of leathercome from a larger piece of hot.

So there's also, when you look ata piece of, uh, like a head cover, there's a lot of wastage that happens.

You actually have to a lot of material, amount of leather that you're using, but also the stuff that you're wasting.

And so we try to use scraps as bestwe can for like lions or numbers.

Or if you get a big enough piece, you can make a wallet out of it.

Um, but you know, some of this stuff isso time consuming like that Liberty, the one that you're lookingat there on the backside, and I think it's got 13 stars and mygoodness, those are laser cut stars.

And stitch.

You bust out in a day, right?Like this is a lot of work.

And it's handcrafted.

We don'tsell many of them neither.

Right? Like all their stuff ismade to order generally.

So it's not like you're walking intoa Dick's sporting goods and there's, there's 15 in there ready to go.

I love your guys.

Is that even like, just like this Hershey one is cool.

Like, I don't know, like you guys are justtalented as hell, man.

Like seriously.

Like I've always been a fan.

Andthen, you know, I don't know.

You're just creative ashell.

Like you definitely, I feel like you get more than whatyou're paying for with you guys, because I feel like you got a PR, you got a product that's almost customin a way, you know, even though it's not.

So we do custom.

One-offs like, if you want our, you know, we call it like conciergeservice, basically.

You'dbe working with Matt and uh, you'd have one of our designers, um, from scratch, build you a cover as mine.

Um, that's one of the optionsthat obviously the cost goes up, but you're going to get exactlywhat you want.

I mean, how.

Right? Yeah.

Like this is my head coverand this is when he sent me last year.

I mean, it's just so creative, right? Like what is this? Oh, it's just like an old bomber, likea world war II bomber fighter plane.

Yeah.

That's, that's anoser.

They call it.

So the, a lot of those old world war IIplanes had, it's almost like graffiti.

Like they would put whatthose guys kind of liked.

And a lot of them were pinup girls and, but they'd have all these coolcharacters, like the shark mouth or, um, you know, whatever it is.

Andso we just, we love that stuff.

And I love that stuff with you guys tobe a pilot and know that before I did this, I was a pilot, thousands of dollars.

Like I love this kind ofstuff.

So was this a real, did you just make this up.

Regular design? We used to run a headcover contest called cover versus cover.

So it was based on the same principlethat driver versus driver was Wilson had that TV show and itwas cool.

I liked that.

Yeah.

So we just did the exact samething except for head covers.

And this was one of the five finalists, a kid from LA came up withthat design and it looks so cool.

But so is this like, do youthink this is the real like world.

Art thing or he's drew ithimself? Cause he's a good artist.

Uh, that's a good question.

I actuallydon't know the actual particular detail, but that little loss, like thestinger is cool.

Like, you know.

Toss, I mean, this isall this looks so cool.

When did you guys startmoving into putters? That's we've alwaysdone that.

Like, so our, our product line now includes alignmentsto covers, you know, we, we make bulky.

Yeah.

You make alignments.

Yeah.

Oh shoot.

Okay.

I definitely, I talked to you about that guys.

Sothere's like our lines constantly growing.

So from wallets to, uh, weekender bags, um, shag bags, you know, it's areally pretty extensive line now.

So we we're more considered, we would call ourselves aleather accessory businessposted leather head covers first fine.

Yeah.

I mean.

No, you're not, you didn't do it rightaway though.

Right.

It was like, Oh yeah, we do everything.

It's like, you've growing into it as you.

You know, it'll, it takes a long time to get a productto be able to bring to market.

Cause we'll think we'll havesomething nailed.

And then, you know, it's either it fails under our stresstests or we're just not happy with how it functions.

So, you know, to prototype something and get it tothat final point where we're like, yeah, we can put a stamp onthis.

You know, it's a, it's a pretty long processI could imagine.

Yeah.

What's tiger in the woodsas a sweater that we did, we did a collaboration with foray.

Remember the foray 90.

Yeah.

That's really cool.

Yeah.

So we just, that particular print is from our wall.

That's a graffiti wall.

So one of, one of our staff Elliott, he's a professional graffitiartist as a side job.

And we had him do up our, uh, the interior of our, of our workshop off the wall.

We justextracted that little, uh, tiger.

Tiger in the woods andmade a sweater out of it.

Do you guys have, I don't know.

I justfeel like you guys have cool stuff.

That's it? Any peopleneed to buy dormy.

I mean, if you're going to buy a head cover, why buy something cheap? Right? Like you might as well buysomething nice.

That's cool.

Like buy nicer buy twice.

Yeah.

Right.

Oh, blues.

I love the blues look.

My favorite hockey team.

Oh, that'sreally cool.

What are all these? Oh, this is the new releases.

So I didn'teven notice that that's shipped one.

The really cool.

Wow.

I mean, they all have to work as goes into theseit's crazy man.

Like, I didn't know.

It had to be like handmade.

Right.

Soit's not like to just print it, you know? And there you go.

I mean, it's just.

Yeah, no, I mean, youhave to create, you know, there's a variety of steps fromcoming up with it, you know, uh, and your digital mockup, then you have to turn that file into alot of them are leather applications.

So like that shift, for example, you take that ship and turnthat into a laser file.

So that the laser machine that we have, basically it's similar tolike a photocopying processwhere the laser will burn out the, the exterior of the, of that ship, the pattern.

And then we would, yeah.

The pattern, we would take that to the productionline where they have to glue it, the cover, when it goes tostitching component, they, the artists that are going todo the stitching, you know, it's really meticulous work.

Like a lot of times if youever saw a sewing machine, you'd think that somebody just hits thegas and things just flowing like crazy.

But in those ones where you have to doa lot of detailed work around edging, you're doing it, but you'reactually rotating the, the, the wheels with your hand.

You don't even use the, the high pressure likeengine, because the runoff, it's an air compressed sewing machineto drive those needles through the leather.

So thick and stuff.

It's so thick and it's so detailedthat you have to do it by hand.

So you're moving the wheel.

Like.

I mean, look at this stitching, you can even see like, even the stitching islike, perfect, right? Like this is not an easy stitch to doaround.

Uh, you know, I don't know.

Until you get out of, somachine, you don't know how.

I couldn't imagine how hard thatwould be.

Especially as more like, even like the T gray one, right? Like that's a lot of stitching andthat's a lot of things as teeny pieces of leather.

So it's like, it'svery easy to screw it up.

And I wrote your merger for air was solow on a lot of these covers, you know, we do blow through a fair amount ofstuff.

Um, just, just on mistakes.

And, but we have learned how tofix some of them.

So we don't, let's say that I'll take your, your three quarters of the waythrough and something goes wrong.

We've we can come up with waysto cover a hole or whatever it is and make sure that, that you, you're not, you're not getting something that'sbanged up, but we also don't want to lose, you know, two hours worthof labor either.

So there's, there's lots of tricks thatwe learned along the way.

So everything's guaranteed.

And, um, youknow, like we, one of the strengths of, of our companies to be able tokeep in contact with our customers, whether it's throughDMS and Instagram, um, are who stand behind our product, our phones, everything.

Yeah.

Everything's backed.

And, and, um, you know, we have a really strong followingand notice it's so social media, Jesus, somebody says anything aboutpricing.

There's about 15 guys.

That'll jump on on the person.

Just trying to explain to them whysomething made by hand in leather, Canada, what it does.

Like, it's easy to think about, like.

Until you know what you're talkingabout.

Like, don't be a shit talker, no reason.

Yeah.

It's just the, you know, the social media warriors and they havea high their keyboard.

I know.

Yeah.

They just bang away and, and it's like, I don't even know why they take the timeout of the day to complain about price.

Cause their misses doesn't make any sense.

Like I'm not going to goto a Porsche dealership, their website and then makea comment saying, why do you get what you pay for? You guys knew nothing about like any, like, you didn't know much about sewing, right? You weren't Sowers and youdidn't know much about head covers.

You just learn and figure it out.

I made it and refined it and refinedit and refined it into you.

I mean, you knew about golf and theindustry and everything like that, but like you just did the right way andyou just learn the whole trade and the whole process.

And then you also hired good people thatare good artists as well to like share in that design.

That'sbrilliant.

I mean that's yeah.

In just one step at a time, likeour, our next big thing for 2021, we just purchased a building in Halifax.

Right.

And then kind of the CBD, just outside the CBD district.

And, um, it's kind of a regentrification area.

So there was like a lotof auto body shops and, and it's actually one of theolder, uh, it was a four Bay, um, garage and we're going toconvert it into our new workshop.

So it'll be owner-operated and we'llhave everything under one roof, total control of, you know, forquality and just be able to really, uh, take it to the nextlevel.

So do you guys do.

So you ship it all out to you do thewhole process right now in house, right? It's not like, yeah, butthen so when is that? Was that building going tobe ready next year? Sometime? Uh, we're looking at the, the quick closing date is goingto be December 1st and then, uh, the engineers and the architectsand all that during the winter.

They can work on all that crap.

Right? Like it should be in there.

We'rehoping, hoping for February, if everything goes wellin February, March, do you think there will be a PGA showthis year? Nope.

Yeah.

I don't think so.

I don't know.

I mean, we can'teven go across the border, so it doesn't really matter.

Really.

Can I ask, Oh, could you'd bequarantine, right? If you leave, if you leave Canada being corny fortwo weeks or something crazy.

Yeah.

Somebody was telling me that.

Ididn't know.

I didn't understand.

Plus the border is disclosed in general.

Like you can't drive across the border.

I think you can fly still.

So, Oh yeah.

There's certain rules of like you needcentral workers, something like that.

And anyway, essentially you'reessential.

Yeah.

Not in the eyes of the, probably most custom data as well.

Oh, this is what I have tosay.

I like dormy I have, since I saw you guys on Instagram, likethree years ago, and then, you know, I appreciate you working with us, youknow, and letting us review last year, the dorm head covers.

I think they'reawesome.

Dormy you guys make phenomenal, phenomenal head covers out thereanyway.

Can touch you really? Honestly.

I don't know anybody.

That'd belike, Oh, that's an equivalent.

There's no equivalent.

If youwant a high, not even a high end, like high quality head cover, that will last a long time.

And it's made by not laborersin some foreign country and the people behind it stamp on theproduct you buy a dormy head cover.

I mean, that's what you buy.

And if you want cheap shit, go on Amazon and buy a $14 headcovers and a fall apart in two.

Yeah.

And then you'll end up calling us.

Name me, call it.

Then theylisten as podcast and be like, Oh, freaking Paul and Todd were right.

Ishould buy a dorm head cover.

I mean, you can see.

Yeah.

I mean, as you can see, like they actually have aton of cool hiked covers.

I mean that's five years inthe making too, you know? So it wasn't like they just came up.

Like, I dunno.

I just think it's cool.

I think there's a lot of thingsyou guys could do to, since you're, I totally get a leathercompany at this point.

Right? Like your leather golf products, but youcan buy all kinds of stuff, you know? Yeah.

We're going to be doing some, some, a parallel coming up, um, in a very short, distant future here.

We've got some new sweaters and tee shirtsand hats and tuques and all kinds of stuff.

So even if you don't needanother head cover, you can still, I always say.

Right.

Cover.

I mean, Ithink I covers, I don't know, it's a good accent piece of a goodbag, right.

Or it could just be, if you have a crappy bag, it could just be your act.

You could be your cool piece, ended uphaving to spend $200, but that's awesome.

Well, thank you for being on theshow.

Love working with you guys.

Um, and I appreciate, you know, what you've done for us andthe relationship we havewith you and thanks for my texted you and was like, Hey, you wannabe on my podcast? You're like, yeah, sure.

It'll be fun.

I'm like, Oh yes.

So thanks for coming on my podcast.

I appreciate it.

Yeah.

Thanks man.

All right.

Coolman.

That's the lock I'll be in touch.

So check out.

Dory.

com right there.

Website dormy workshop.

com.

If you guys want to see moredormy Bob and Instagram, you guys like you'll see everything thatthey're doing and it's cool.

So cool, man.

Well, thank you so much.

Absolutely.

.