GreenKey

The Challenge

Traditional golf memberships are expensive, exclusive, and inflexible. Design a subscription product and the launch campaign that gives serious golfers premium access wherever and whenever they want to play.

The Approach

1. 01

   Defined two tiers: $499 Base (sub-$100 courses, 2–4 rounds/yr) and $999 Premium (full catalog plus blackout-weekend access and bucket-list rounds like The Broadmoor).

2. 02

   Built the product surface around an app + physical card with filtered search, usage tracking, and availability alerts.

3. 03

   Targeted high-income male golfers 35–65, with secondary push into younger players via influencer (Good Good, Grant Horvat, Bryson) and social.

4. 04

   Phased $3.3M budget across launch ($500K), growth ($1M), and scale ($1.8M) on a Penetration → Market Development arc.