Shoppable video is new to golf, and we have the pioneering Golf Nation to thank for it.
What do we mean?
Referred to as “Netflix Meets QVC,” Golf Nation sneak peaked on December 5 as the first and only producer of original golf-lifestyle entertainment shows with the ability for viewers to instantly purchase items while never leaving the screen. Each commercial-free episode is five to 30 minutes and specials may be longer.
Have fun watching series episodes for free on www.golfnation.com
Shows include “Ambush with David Feherty” and his hidden-camera hijinks; “Golf Unseen” that takes viewers to exotic courses with cultural experiences; “Tee Shots” where golfers drink, chat and swing with famous mixologist Bill Binder; “Watch. Buy. Play.” highlighting the planet’s hottest golf products; and “Don’t I Know You?” based on the 1980s-1990s TV hit “The Newlywed Game” with the first episode featuring Zach and Kim Johnson.
Golf Nation will be available via mobile app, connected-smart TVs, Apple TV, Android, Fire TV and Roku in early 2023.
“Keep on the lookout for hundreds of shows over time,” says Nick Buzzell, Chairman and CEO of Golf Nation. “We are fast becoming the hub for all things golf-lifestyle entertainment and filling a void in the market.”
Golf Nation is a product of NBTV Studios and is sister to NBTV Channels Spirits Network that sells countless products inside “Cocktail History,” “Tales from the Cask,” “Sipping Point” and “Science of Spirits” and other series of shows.
Surveys show more than 60% of Spirits Network viewers count golf as a passion.
“Golf Natin is starting with a built-in audience of drinkers who love golf and golfers who love to drink,” says Buzzell. “There’s no better shopping compatibility than that.”
Golf equipment, travel, fashion, technology, instruction, club lifestyle and fitness brands are already partnering with Golf Nation. Buzzell expects more than 10 non-endemic brands to also be fully immersed selling their products via on-screen ‘buy bars’ inside Golf Nation shows in Q1.
The channel’s watch-buy-play, content-to-commerce, shoppable approach benefits brands looking for instant, direct-to-consumer shoppable marketing opportunities with more precise metrics than static and other video platforms.
Adding golf authority to Golf Nation is Suzy Whaley who was named President in March. The first female President of the PGA of America, she is also a Master PGA Professional, one of only a handful of women to play in a PGA TOUR event and commentator on ESPN and Sirius XM coverage of Tour events. Whaley oversees Golf Nation’s industry relations, brand involvement and show ideation.
Sports media veteran Noah Coslov assumed the GM position. A robust and diverse team of advisory board members includes Mindy Grossman of Home Shopping Network and Weight Watchers CEO fame, golf marketing PR and visionary Rich Katz, PGA Reach Trustee Dee Robinson and longtime business development executive Pete Arrichiello.
Investors are highlighted by Mark Bezos (High Post Capital), David Nichols (former President of K-Swiss), John Esposito (Chairman of Whistle Pig and former CEO of Bacardi North America), and other family offices and venture funds.
“Anchored by our technology, the future is here and now,” says Buzzell. “That’s why we project a monthly active viewer base of at least 50M by early 2024.”
Buy while you watch. Watch while you buy. All without leaving the screen. Why didn’t we come up with that concept and develop that technology?