The Playbook | Issue No. 2

I transformed a side project into Arizona’s go-to golf media brand by combining insider storytelling, local loyalty, and customer experience (CX)- level execution. In 8 months, The Cactus Club grew to over 1,500 engaged subscribers, $ 5,000+ in sponsorships, and a new niche model: media-led brands in golf—built on trust, not clickbait.

The Playbook | Editor’s Note

How I Turned a Passion Project into Arizona’s
Go-To Media Brand

When I first launched The Cactus Club, I wasn’t trying to be a newsletter guy. I just saw a gap: Arizona golf, a $6 billion+ juggernaut of courses, tourism, and golf technology, had no modern voice. No community spoke to the players who were shaping the game here.

The media options felt like leftovers: too corporate, too touristy, or stuck in old-school formats.

Meanwhile, I have over 20 years of experience in the game. I’ve competed in elite amateur events and worked across every golf vertical, from tech and tourism to coaching and clubs. This experience has helped brands like TrackMan and CoachNow connect with players more deeply.

Still, I had no audience. No paid subscribers. Just a hypothesis:

“What if I built something Arizona golfers wanted to read?”

Fast forward 8 months:

• 1,800+ targeted subscribers (organic)

• 70 %+ average open rate

• $5,000+ in sponsorship revenue

• Consulting leads from founders, brands, and VCs

• A new category: niche golf media for serious local players

Here’s how I built it and how you can apply the same model to grow your media-led brand in golf (or any niche with a loyal tribe).

The Challenge: Attention Is Scarce, Especially in Golf

At the start, the Cactus Club wasn’t even called that. I was writing about Arizona golf trends, hoping people would take an interest in them. But I learned two fast lessons:

1. Golfers aren’t scrolling for education, they’re craving identity.

   They want to feel part of something local, exclusive, and somewhat under the radar.

2. Content is easy to ignore unless it speaks directly to someone’s golf identity.

   Generic swing tips? Skip. But a spicy head-to-head on Troon North vs Grayhawk? Click. Share. Sub.

The biggest challenge wasn’t writing; it was positioning. I needed to make The Cactus Club feel like the unofficial clubhouse for Arizona’s most committed players.

So I stopped thinking like a creator and started thinking like a niche brand strategist.

The Approach: A Flywheel Built Around Trust, Not Clickbait

I built the brand around a four-part flywheel that every solo founder or creator can steal:

Coaching

Although I no longer offer swing lessons, I continue to help competitive players improve, particularly in areas such as mindset and pressure management.

• Tactic: A “Scratch Attitude” series blending player psychology, performance habits, and behind-the-scenes prep for the U.S. Mid-Am.

Community

Golfers crave exclusivity. So, I created a subtle “in-club” vibe with a tone that respected their grind, rather than dumbing it down.

• Tactic: Local content like “Top 10 AZ Practice Facilities” and “Partner Perks” that made them feel like VIPs.

Partnerships

I refused to run ads from random brands. Instead, I pitched brands in Arizona that fit the vibe: WellPutt, Big Game Golf, Lovebite Dumplings.

• Tactic: Partner packages tied to premium placement in the newsletter, social content, and event drops.

I wasn’t trying to go viral. I was building a bunker that would attract the right 1,000 readers, not 100,000 tourists.

Lessons Learned (You Can Steal These)

If you’re a founder, solo consultant, or trying to build a golf brand, here’s what I’d do differently (or double down on):

• Niche harder than feels comfortable. I niche into Arizona golf and scratch-level players, making the content sharper and more trusted.

• Position the brand like a premium club, not a public course. Everything from voice to visuals has to feel “for us, "not mass-market.

• Talk real outcomes, not product features. No one cared about tools. They cared more about scoring 73 than 78.

• You can build your first offer around what people already ask you for. I didn’t guess. I kept hearing “Can you help us grow like that?” So I made it a service.

What’s Next?

The Cactus Club is just getting started. I’m building toward three major next moves:

1. Scaling consulting with a repeatable offer for early-stage golf brands needing fast traction.

2. Launching a premium membership limited to 100 players, priced like a club, not a subscription.

3. Creating the first Player Report to position TCC as a research-backed player in the space.

Building a niche brand in golf doesn’t need to be flashy. But it does need to be sharp, focused, and built from the inside out.

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