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Q Golf: Revolutionizing the Greens with Innovation and a Descriptive Domain

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Name: Q Golf
Location: New Zealand
Founded: 2020


Since 1893, more than 30 companies have launched all-in-one golf clubs intending to make the sport of golf lighter, simpler, and more accessible. Father and son duo and golf technology enthusiasts Simon and Jamie Moore finally cracked the code and launched a startup in 2020. Originally named after the inventor of the first adjustable loft club, Urquhart, the  co-founders spent more time explaining the company’s backstory than pitching their new product. Ultimately, they realized they needed a simpler company name and domain name.


In March 2022, the co-founders changed the company name to Q Golf and purchased the descriptive domain from an Identity Digital registrar. The name change gave the startup a more modern feel and helped them build a memorable brand. This was confirmed by multiple positive comments on the startup’s private Facebook group and the rapid expansion of its product to 45 countries.

Q Golf

In the realm of golf, innovation often treads cautiously. Tradition is a formidable adversary, but with its pioneering spirit, Q Golf embarked on a journey to redefine the game. The story of Q Golf is one of persistence, unconventional thinking, and the power of a descriptive domain in redefining an industry.

Jamie Moore, COO and Co-Founder of Q Golf, reveals a narrative that begins with his father Simon’s vision that set it apart from the clutter of mainstream golf products. The spark of inspiration emerged from a unique blend of history and modernity, fueled by the belief that something remarkable was waiting to be uncovered.

The roots of Q Golf trace back to another adjustable club that Simon encountered in the late ’90s. It was a concept that resonated despite its compromises. The idea lingered for two decades until a fortuitous opportunity arose during New Zealand’s COVID-19 lockdowns. Government grants for dormant ideas provided the impetus the Moores needed. The wheels were set in motion with a modest $5k grant and a simple application.

“ We selected Q as a subtle nod to the original Urquhart name (given Q is the most unique letter). And we love that it’s universally readable, pronounceable, and memorable.” – Jamie Moore, Co-Founder of Q Golf

Success Requires Persistence

Early prototypes raised questions about performance and perception. There was an inherent struggle between what “felt right” and the compromises necessary for functionality. However, they persisted, driven by the belief that their adjustable golf club could revolutionize the sport if executed correctly.

The pivotal moment arrived when they encountered an engineer who helped implement their vision. Together, they amalgamated design, digital marketing expertise, and a deep understanding of the game. The objective was clear: create a golf club that maintained the essence of traditional clubs while offering versatility and ease.

The co-founders recognized the shortcomings of previous attempts at all-in-one clubs. By integrating modern design and technology, they engineered a club that didn’t just adjust but did so seamlessly, eliminating the risk of failure during a swing.

A Standout Product Requires a Memorable Name—and Domain

However, breaking into the market wasn’t easy. Initial attempts faced challenges in communication, primarily due to the cumbersome name Urquhart, which was a tip of the hat to the inventor of the first adjustable golf club. “The Golf Channel interviewed us at the January 2021 PGA show, and half of the interview was spent getting a handle on our [former] company name,” says Jamie. “This was especially problematic for a company whose mission was to simplify golf.”

Recognizing the importance of a clear, descriptive domain, the entrepreneurs rebranded the company to Q Golf and purchased the domain through one of Identity Digital’s registrar partners. This strategic domain name gave the entrepreneurs an advantage by claiming both sides of the dot. Identity Digital manages and operates nearly 300 new web addresses, offering companies like Q Golf many choices in choosing the name that best defines their brand.

“Our name and domain change to Q Golf immediately made it easier to promote and pitch our products and build our brand,” says Jamie. “We selected Q as a subtle nod to the original Urquhart name (given Q is the most unique letter). And we love that it’s universally readable, pronounceable, and memorable.”

The impact was immediate. Q Golf quickly owned the adjustable golf club category, ranking well and attracting customers globally. The shift to Q Golf streamlined their message, eliminating confusion and opening doors to a broader audience. “When we introduce ourselves now, people don’t ask, ‘Why Q?’” says Jamie. “The conversation moves naturally to our product and how it makes golfing lighter and more accessible for everyone.”

Success Breeds More Success

Q Golf’s success story extends beyond its domain, and its innovation didn’t stop with adults. The co-founders identified a younger demographic as an untapped market and started Q Kids, a club designed to simplify golf for children. This groundbreaking move filled a void in the industry, making golf accessible and enjoyable for youngsters. “What kid is going to want to carry around a golf bag filled with clubs, let alone be able to afford a nice set?” says Jamie. “However, we’re finding many parents and grandparents want to give children the chance to experience golf without the clutter.”

“Our name and domain change to immediately made it easier to promote and pitch our products and build our brand.” – Jamie Moore, Co-Founder of Q Golf

Less than three years since its inception, Q Golf stands tall, reaching 45 countries and transcending the barriers of traditional retail. Their products, available on Amazon and the website, cater to those seeking enjoyment, exercise, and socializing on the greens, not just professional performance. With their clubs priced reasonably (currently less than $300 for the adult club), they’ve created an avenue for more people to engage with the sport without the daunting investment.

Q Golf’s success underscores the importance of innovative thinking, perseverance, and the strategic value of a descriptive domain. Their story is a testament to how reimagining an age-old game, combined with a digital presence that aligns with modern trends, can carve a niche and reshape an entire industry.

Access the PDF version of the case study here.

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