Marketing toolkit

Online Store + Fall Tournament

The online store is the everyday home for Swingers Club. The Swingers Club Classic is the major community moment coming this fall.

Public and source-checked. Every number, price, and file link here traces back to the live store or an approved brand asset. No partner payment, exclusivity, or commitment is implied by this toolkit unless confirmed separately in writing.

Jump to what matters

Toolkit directory

Start with the meeting map or jump directly to the detailed strategy needed for the decision in front of you.

Foundation

Direction, identity, proof, and the order of operations.

Meeting mapSix-part agenda
Positioning + proofThe core story
Growth prioritiesRanked next steps

Content + acquisition

How the brand earns attention and turns it into qualified traffic.

Instagram systemPillars and cadence
Content pillarsSix repeatable themes
Channel rankingWhere effort goes first
Paid-media examplesGoogle and Meta tests
DistributionFive expansion lanes

Execution + review

The calendar, measurement, operating rules, and decisions.

KPI ladderWhat to measure
Posting calendarWeek-by-week plan
GuardrailsWhat not to do
Link-in-bioTracked destinations
Meeting decisionsOwners and next moves

Partner kit

Take-and-post assets: brand files, approved copy, pricing, and tracked links.

Brand asset kitLogo files and color tokens
Approved copyReady-to-post text blocks
Offer one-pagerReal prices, straight from the store
Partner linksUTM-tagged share links
IG asset kitVerified product images

Meeting map

One conversation, six decisions

Use this order with Ty and Chris so the meeting moves from direction to owners, tests, and measurable next steps.

01
Align on the brand story
Confirm the online store and fall tournament as the two current priorities.
02
Choose the audience
Name the first customer segments, regions, and golf communities to pursue.
03
Review the content system
Agree on founder, product, customer, course, and tournament content responsibilities.
04
Pick distribution tests
Choose the first partner, creator, course, event, or selective retail experiments.
05
Decide whether to test paid media
If yes, select one platform, one goal, one landing page, and one bounded budget.
06
Assign owners and measures
Leave with owners, dates, acquisition targets, and a review cadence.

Positioning

The one line we carry everywhere

“Bold golf apparel, honest pricing, and a community that shows up online and on the course.”

Proof, not promises

The first official drop sold through in 4 hours: 54 orders, zero returns, zero disputes.
Polos, hats, and tees are available through the online store with current inventory and nationwide shipping.
The Swingers Club Classic turns the brand into a real fall golf experience for captains and teams.

Growth priorities

What to do next, in order

Build owned reach and customer proof before widening distribution or paid acquisition.

01This week
Grow the owned audience
Give every founder post, event, partner mention, and paid test one tracked path back to The List.
Review email growth
02This week
Turn customers into proof
Collect verified reviews, tagged fits, and customer photos before widening acquisition.
Open review queue
03Next
Build the fall tournament field
Turn captain interest into registered teams while the online store remains the everyday destination.
Open tournament
04Next
Activate creators and golf partners
Start with a small, trackable group of creators, courses, tournaments, and community partners.
Review distribution
05Measure
Scale only what creates customers
Compare list growth, tracked visits, orders, repeat buyers, and team registrations by acquisition lane.
Review KPI ladder

Instagram campaign

The machine we run every month

Instagram runs on four repeatable jobs: prove the product, show the process, feature the people, and make one clear ask to shop or join the tournament list.

Four pillars

Proof

Products on real people and real courses. Orders, reviews, and customer fits.

Process

How products are selected, priced, stocked, and prepared for the store or tournament.

People

Customers, founders, captains, golf partners, and the community around the brand.

Pull

One clear action: shop the online store or join the Swingers Club Classic captain list.

Weekly cadence

Format	How often	Leads with	What it does
Reels	3 / week	P1 Proof, P2 Process	The reach engine. Product demos, founder updates, and course footage.
Feed posts	2 / week	P3 People, P4 Pull	Customer proof, tournament explainers, product lineups, and clear calls to action.
Stories	Daily	All four	Customer reshares, store availability, polls, and tournament progress.

This month’s arc

Orient

Week 1

Show what customers can buy online and explain the current brand direction.

Week 1

Build

Week 2

Build product interest and introduce the Swingers Club Classic captain list.

Week 2

Community

Week 3

Feature customers, captains, partners, and real course culture.

Week 3

Recap

Week 4

Report the real numbers, repeat what worked, and set the next monthly cycle.

Week 4

KPI ladder

1
Reach
How many people saw the content. Useful context, never the headline.
2
Saves + shares
The first quality signal that the content was useful or worth passing on.
3
Tracked store visits
People who moved from content to a current shopping surface.
4
Captain-list signups
Qualified interest in the Swingers Club Classic.
5
Customers
Orders, repeat buyers, and registered tournament teams.

The partner pitch deck

The whole story in a print-ready deck: what’s built, this campaign, the results, and the 90-day plan.

View the deck

Content pillars

What every post ladders up to

Six recurring themes. Every calendar post below maps back to one of these.

Product hero

Current online inventory: fabric, fit, price, and the details that make each piece worth wearing.

Lifestyle

How the gear looks and moves during a real round, not a studio-only shoot.

Golf culture

Public-course life, PNW golf, and the people who make a round memorable.

Swingers Club Classic

Captain interest, team formation, tournament preparation, and the fall event experience.

Founder voice

Chris and Ty on camera, talking directly about the store, products, and tournament.

Community / UGC

Real customers wearing the gear and real golfers joining the community.

Channels

Where the work runs, ranked

Ranked by proven return, not by what's trendy.

1
Online store
The conversion destination. Every product and content path leads to a current, buyable surface.
2
Email + The List
The owned audience. Store releases, customer proof, and tournament updates live here.
3
Instagram + TikTok (organic, founder-led)
The discovery engine for products, founder stories, customer fits, and tournament momentum.
4
Golf partners + creators
Courses, tournaments, and credible golf creators expand reach through trackable collaborations.
5
Paid retargeting
An amplifier for proven store content after attribution is verified, not the primary engine.

Optional paid-media lane

Two examples of how a bounded ad test could work

These are planning examples, not live campaigns. Choose one platform and one conversion goal only after purchase, lead, and source tracking are reliable.

Google Ads

High-intent search to a focused product page

Audience or intent: People searching for performance golf polos, golf snapback hats, Swingers Golf Club, or SGC golf apparel.
Example ad: Bold Golf Polos at Honest Prices; Shop Swingers Golf Club performance polos, signature hats, and modern golf essentials. Built for the course and available online.
Starting test: $20–$30 per day for 14 days
Landing page: Polos collection
Measure: Search-term quality, click-through rate, conversion rate, and cost per first order.
Guardrail: Start with phrase and exact match. Exclude unrelated adult or lifestyle intent, and do not bid broadly on ‘swingers’ by itself.

Meta Ads

Short-form proof to the store or tournament

Audience or intent: Pacific Northwest golfers, engaged Instagram visitors, site visitors, and customer lookalikes once the source audience is large enough.
Example ad: Golf gear with a cleaner point of view.; Swingers Club started on the course in the Puyallup Valley. Shop SGC online or follow the Swingers Club Classic coming this fall.
Starting test: Two $15-per-day ad sets for 10 days
Landing page: Online store
Measure: Video hold rate, landing-page views, cost per add to cart or captain lead, and completed purchases.
Guardrail: Keep store sales and tournament leads in separate ad sets so each has one promise, destination, and conversion event.

Distribution

Widen reach one proven lane at a time

The online store stays central. Each additional lane must earn expansion with measurable customer and margin proof.

Primary now

Direct online store

Make product pages, best sellers, email capture, shipping, and customer proof the strongest conversion path.

Proof: Conversion rate, first-order acquisition cost, average order value, and repeat purchase rate.

Build for fall

Swingers Club Classic

Use captains, team registration, sponsors, and event content to turn the tournament into a customer and community engine.

Proof: Qualified captains, registered teams, sponsor interest, attendee email capture, and event-attributed orders.

Small pilot

Creators and affiliates

Seed a few credible golf creators with unique links or codes and clear content expectations.

Proof: Qualified visits, usable content, email signups, orders, and revenue per partner.

Selective test

Courses and pro shops

Test one or two local placements, tournament tables, or staff-wear partnerships before considering broader wholesale.

Proof: Sell-through, reorder interest, margin after partner economics, and new-customer capture.

Opportunity-led

Golf events and pop-ups

Use event-only retail when the audience, inventory, staffing, and customer capture justify the effort.

Proof: Revenue per event hour, email capture, inventory movement, content produced, and follow-on store orders.

Posting calendar

Grouped by week

Every scheduled post, its platform, and where it stands right now.

Week 1

Instagram
Online store tour — what is available now
Product hero
Scheduled
TikTok
Founder update — launch party to online store
Founder voice
Scheduled
Instagram
Customer fit carousel — real buyers, real rounds
Community / UGC
Scheduled

Week 2

Instagram
Price and product proof — what $58 buys
Product hero
Scheduled
TikTok
PNW course POV — gear in a real round
Golf culture
Scheduled
Instagram
Swingers Club Classic — join the captain list
Swingers Club Classic
Scheduled

Week 3

TikTok
Captain explainer — four players, one team entry
Swingers Club Classic
Scheduled
Instagram
Best sellers — the pieces customers keep choosing
Product hero
Scheduled

Week 4

Instagram
Launch-party recap — the first official drop
Community / UGC
Scheduled
TikTok
Month recap — shop online, meet us at the Classic
Founder voice
Scheduled

Guardrails

What we won't do

Rules that keep the brand honest, whoever is posting.

Never inflate the numbers. If we say 54 orders and 4 hours, that is the real count.

Do not announce a tournament date, venue, or available field size until it is confirmed.

Never use fake scarcity, fake purchase activity, or inventory claims that do not match the store.

Founder-led voice over polished ad voice. Straight talk, not hype copy.

No sun-protection or UPF claims without a verified supplier specification in the source of truth.

Link-in-bio

We own the substrate

Every Instagram post carries a UTM'd link back to our own domain — not a third-party bio tool.

The page

https://swingersgolfclub.app/links

Outbound-from-bio links: utm_source=instagram, utm_medium=bio, utm_campaign=online-store, utm_content=<link-slug>. Tournament links use utm_campaign=fall-classic. In-post links use the same convention with utm_medium=social.

Current cards

Shop Swingers Club/shop
Swingers Club Classic/tournament
Shop best sellers/collections/best-sellers
Store and tournament updates/links#list-signup

Brand asset kit

Use the verified files and tokens

These are the real logo files and color tokens from the live site. Don't recolor, stretch, or recreate the mark.

Logo files

Open SVG logo Open transparent PNG Open white logo (for dark backgrounds)

Fonts

heading: Playfair Display
body: Lato
label: JetBrains Mono

Color tokens

Green

#1B4332

Cream

#F5F0E8

Ink

#1B263B

Gold

#D4A754

Stone

#4B5563

Brand rules

Use the verified logo files on calm, high-contrast backgrounds. Never recolor, stretch, or add effects to the mark.
Keep the green, cream, ink, and gold palette intact. Gold marks emphasis, not every headline.
Write in plain language a golfer would say out loud on the course. No jargon, no hype copy.
Never pair the brand with a fabricated result, review, order count, or scarcity claim.
Never post a quote, endorsement, or claim attributed to Ty Hander or Chris Brown without their direct written approval.

Approved copy

Ready to post, exactly as written

These blocks work without any app — select the text and copy it from any browser.

One-liner

Bold golf apparel, honest pricing. $58 polos, $32 hats, $34 tees.

One paragraph

Swingers Club makes bold golf polos, snapbacks, and graphic tees at honest prices — no country-club markup. Shop the current lineup online at swingersgolfclub.app, or join the field for the Swingers Club Classic this fall.

Social blurb

Bold prints. Honest prices. Swingers Club polos, hats, and tees — built for the course and everywhere after. Shop online at swingersgolfclub.app.

Partner bio line

Sharing Swingers Club — bold golf apparel at honest prices.

Required disclosure

Sharing this resource is free and creates no sponsorship, commission, exclusivity, or partner-payment arrangement unless confirmed separately in writing. Prices and inventory are current at time of posting and can change — confirm on the live store before quoting a price.

Drop-announcement templates

Fill in the bracketed product and price from the offer one-pager below, verified against the live store before posting.

Drop announcement — new item live

[Product name] just landed. $[price], available now at swingersgolfclub.app — link in bio.

Back in stock

[Product name] is back in stock. $[price], limited run at swingersgolfclub.app.

Low inventory (verify count first)

A few [product name] left. Grab it before it's gone: swingersgolfclub.app.

Offer one-pager

Three product lines, one honest price list.

Snapback hats

$32

5-panel mid-profile, polyester-cotton twill, embroidered detail.

Example: Clubhouse Snapback - White/Red

Performance polos

$58

88% polyester / 12% spandex, 4-way stretch, moisture-wicking.

Example: The Coastal Performance Polo

Graphic tees

$34

100% ring-spun cotton, tailored modern fit.

Example: Foreplay Tee - Black

Prices and inventory shown are current at time of writing and can change without notice. Always confirm the live price and stock on swingersgolfclub.app before quoting it in a post.

Partner links

Generic tracked links, ready to share

Every shared link uses utm_source=<channel> (the platform you're posting on, e.g. instagram, tiktok, email), utm_medium=partner, and utm_campaign=toolkit. Swap utm_source for your actual channel — don't add a name or private info to the URL.

Tracked-link builder

Build the exact link before you post

Name the channel and campaign consistently. Keep people's names, emails, and other private details out of tracking fields.

DestinationSourceMediumCampaignContent (optional)

Generated link

https://swingersgolfclub.app/shop?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit

Shop all
https://swingersgolfclub.app/shop?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit
Shop hats
https://swingersgolfclub.app/collections/hats?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit
Shop polos
https://swingersgolfclub.app/collections/polos?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit
Shop tees
https://swingersgolfclub.app/collections/tees?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit
Swingers Club Classic
https://swingersgolfclub.app/tournament?utm_source=instagram&utm_medium=partner&utm_campaign=toolkit

IG asset kit

Verified product images, ready to use

Only pull images already published on the live store. Do not screenshot competitor or stock photography, and do not use an asset that has been removed from the current lineup.

Clubhouse Snapback — White/Red

Coastal Performance Polo — Blue Flower

Foreplay Tee mockup

Box Logo Tee — Black

Logo mark (transparent PNG)

Leave with decisions

Turn the meeting into an operating plan

Assign each answer to a named owner and a review date. An idea without an owner, destination, measure, and deadline stays an idea.

1Who owns the weekly content calendar and founder filming?
2Which customer segment and geography come first?
3What is the first distribution experiment, owner, and deadline?
4Will the first paid test optimize for store purchases or tournament captain leads?
5What maximum acquisition cost or cost per qualified lead are we willing to test against?
6When will Ty, Chris, and Jalen review the numbers and decide whether to stop, revise, or scale?

One place for the brand, growth plan, distribution, media tests, and decisions.Last updated 2026-07-12

Online Store + Fall Tournament

The online store is the everyday home for Swingers Club. The Swingers Club Classic is the major community moment coming this fall.

The machine we run every month

Instagram runs on four repeatable jobs: prove the product, show the process, feature the people, and make one clear ask to shop or join the tournament list.

Four pillars