Pins & Aces: The People’s Brand Has Grown Up

Since hitting the web in 2018, Pins & Aces has become like a breath of fresh air in the golf world, especially for those who enjoy mixing a little fun with their fairway routines. This isn’t just any golf brand — it’s the go-to for the guy who’s all about those quirky vibes, sporting voodoo doll head covers and rocking Teenage Mutant Ninja Turtle polos on the greens. Imagine teeing off with your pals, music playing, and maybe a drink or two, thanks to the handy P&A liquor stick. This is the golfer who isn’t afraid to flaunt a hat that says “Mourning Wood Casket Company” or “Parlay Investment Group: Lose Your Money The Right Way.” If that sounds like your kind of golfer, welcome to the club!

Now, here’s something worth noting: while Pins & Aces started out as the epitome of playful golf gear, they’ve expanded their portfolio and offered some pretty impressive options over the last couple of years. Once known mostly for their funky head covers and zany apparel, they’re now serving up high-quality golf bags and even clubs, thanks to their recent acquisition of Edel Golf. You heard that right! They’re all about providing solid products without breaking the bank, and that’s a win-win for every golfer, from the casual player to the more serious competitor.

So, let’s chat about what makes this brand tick. l mean, sticking to that affordable pricing model is seriously impressive, especially since it opens the door for all kinds of golfers — even those who lean just a tad more toward the traditional side. Pins & Aces takes pride in being “the people’s brand,” and you definitely get that vibe when you see their products. It’s like they’re saying, “Hey, we got something cool for you, no matter how you swing it!”

How It All Started: The Head Cover History

Now, for those who don’t know the backstory, let me take you down memory lane. The tale of Pins & Aces is a classic story of grit and creativity. Founded by brother-in-laws Nicklaus Mertz and Jon Major, both of whom are married to Scottish sisters, their entrepreneurial adventure began with a search for products that could sell on Amazon. After trying everything from knife magnets to cigar cases without much luck, they stumbled upon a significant gap in the golf head cover market in 2018.

Mertz famously said he was fed up with the “off-lime green” head cover that came with his Callaway Epic driver. He wanted something fun, something that stood out, but the alternatives were either overpriced or cheaply made. That’s when the light bulb went off — why not create an affordable option that was also stylish? They kicked off their journey with some fun head covers adorned with state flags, and the rest, as they say, is history. Suddenly, they were onto something big, tapping into a market that was ripe for unique, budget-friendly golf accessories.

Fast forward to today, and Pins & Aces has blossomed from a side hustle into a thriving $20 million business. They’ve mastered the balance between fun and function, keeping that playful spirit alive while also reaching a more extensive audience. Mertz points out that they’ve evolved from just being a “whacky” brand to one that’s also recognized for its quality and style. “Hey, look at us! We’ve got nice stuff,” is the sentiment coming through loud and clear.

A Fully American Small Business

After kicking things off in Mertz’s garage and then moving to a cozy condo business park, Pins & Aces eventually settled into a 14,000-square-foot distribution center in Arvada, Colorado — talk about leveling up! And here’s a fun twist: their address is 5280 Ward Drive, which is exactly 5280 feet above sea level — you can’t write this stuff! It’s as if the universe is giving them a thumbs up.

Their team, now made up of 34 dedicated employees, handles everything from packing and shipping to photography and embroidery right from that Denver location. With 80% of their sales coming from direct-to-consumer online operations, they’re keeping that business model tight-knit and efficient. It’s a solid structure that lets them keep prices family-friendly. Seriously, you won’t find a polo on their site that costs more than $70, and their head covers top out around $65.

This commitment to affordability isn’t just some marketing gimmick; it’s part of their core values. “We want to be known as golfer-friendly,” says Major, who even played football for the University of Colorado Buffaloes. They offer a little something for everyone—from head covers to apparel, all without sacrificing quality or style. It’s about giving golfers options that won’t have them breaking the bank!

Growing Up on Multiple Fronts

One of the coolest things about Pins & Aces is how they’ve matured over the years, all while keeping quality front and center. You can see this shift with their Player Preferred Golf Bags, both stand and cart options, which launched in the fall of 2023. After a bumpy start with their first golf bag back in 2021, they took feedback seriously and produced legit gear that’s clubs-ready and stylish.

The R&D for these bags even went down in Scotland, where caddies at the legendary Turnberry offered priceless insights before launching. While many competitors sell their bags for around $450, Pins & Aces priced theirs at just $330. It’s a game-changer! “We can create top-notch products without the ridiculously high price tag,” Mertz shares. Feeling classy while saving cash? Yes, please!

It’s not just about golf bags, either. Their Player Preferred Polos are created with a balance between style and function, so you can wear them on the course or out to dinner. Talk about versatility! Even PGA Tour player Rafael Campos was spotted rocking their gear without any sponsorship — he just genuinely loved the product and wore it to victory at the 2024 Butterfield Bermuda Championship.

And Now Here Come the Golf Clubs

Remember when they said they sold everything but shoes, balls, and clubs? Well, scratch that — they’re now stepping into the club game too! Earlier this year, they announced the acquisition of Edel Golf, a brand well-known for their high-quality irons, wedges, and putters. Major emphasized that the first order of business was to slash prices dramatically. With premium engineering paired with more accessible pricing, they’re making sure that quality gear is available to a larger crowd.

Edel previously positioned itself as a boutique brand but lacked the market size to sustain that image. By bringing them into the Pins & Aces family, they’re now positioned to serve a broader audience while maintaining profitability. It’s a strategic move to make elite clubs more accessible for everyday golfers — talk about a win-win!

Pins & Aces Is for Everyone

There’s something Major said during our chat that really resonated. “We want to protect the people.” And you know what? That’s what this brand is all about. They’re champions of creating a one-stop shop where both quality and price are handled with care, even as the golf market evolves.

But it goes beyond just affordability. The heart of Pins & Aces is all about empowering golfers to be their true selves on the course. Back in the day, their original vibe was all about letting your personality shine. Whether you enjoy a little quirkiness, want to show your patriotism, or just prefer a no-frills approach, you’re welcome here.

This new and improved Pins & Aces still embraces that original spirit of individuality while welcoming everyone into the fold. If you’re a golfer who cares about performance and style, you’re encouraged to rock their gear and own your game. Play however you want — Pins & Aces is all about that fun, inclusive vibe!

So here’s to raising a glass to Pins & Aces — the brand that knows the importance of quality, fun, and community in the game of golf. Whether you’re looking for head covers, stylish apparel, or a killer golf bag, they’ve got you covered. Happy golfing, folks!