Interviews
Golf Isn’t Built for Kids…So He Started at Age 3
How Justin Locke is redesigning golf equipment for toddlers and rethinking how the game begins.
Interviews
How Justin Locke is redesigning golf equipment for toddlers and rethinking how the game begins.
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Golf equipment has been refined for decades. Shafts, weights, grips, lofts — every detail engineered for the adult player.
Nobody thought much about the three-year-old.
Justin Locke did. When he couldn't find a decent putter for his daughter, he built one himself. Then a few friends wanted one. Then Reddit got involved. Drake and Birdie Golf Co. was born — a brand designing properly weighted, properly sized golf equipment for kids ages 2 to 5. We sat down with Justin to talk about frankenputters, a Black Friday that changed everything, and why less screen time and more green time is a mission worth building around.
The Product and Audience: What is Drake and Birdie Golf Co. and who is it for?
We design properly weighted and sized golf equipment for kids ages 2 to 5. Our flagship product is a toddler putter that looks like a modern adult putter but is lightweight and easy to handle — under 1 pound, including the headcover. We have since launched toddler stand bags and are working on more clubs and color options. The goal is simple. Help get kids outside and introduced to golf early. Less screen time, more green time.
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The Spark: When did you launch, and what made you say "I need to build this"?
I was trying to find a decent putter for my daughter when she was 3, and there really was not anything that worked. I ended up building a few "frankenputters" myself — adjusting weights, drilling heads, trying to make something usable. They looked funny and honestly did not perform that well. I had some connections in manufacturing, so I started sketching out what I thought could work and began testing from there. A few friends wanted one. I posted on Reddit and got solid feedback. That was enough to take a shot.
The Launch: When did you launch and how did you build buzz beforehand?
We launched in July 2025. Pre-launch buzz was minimal, to be honest — that is something I wish I had done better. We built out social channels, did local outreach, and got a few golf accounts to post about us, which helped a bit. On the flip side, that slower start helped us work through early issues with fulfillment, supply, and the website.
The First 100: How did you find your first customers?
First was word of mouth — you could see clusters of orders pop up in certain areas, then spread as people shared it. Second was Reddit. I reached out to a golf deals page and they were open to trying something new. That first post brought in around 20 orders. Third was social — replying to every comment, every message, and getting people to share what we were building.
The Advice: What would you tell a first-time founder in their first 90 days?
Take the leap and embrace the chaos. Things will break. Mistakes will happen. Nothing will be perfect. Focus on fixing the biggest problems first, test different channels, and adjust quickly. That is how you figure out what actually works.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Balancing everything. My wife and I both have full-time jobs, plus raising our daughter, who also happens to be our part-time model. That means working early mornings and late nights. On top of that, staying positive when orders are slow or growth is not immediate. Social, SEO, email, word of mouth — it all takes time to build.
The Milestone: What has been your biggest "we made it" moment so far?
Black Friday. At the time, we only had one product — the toddler putter. We ran a promotion and pushed it out through email and social. I had no idea what to expect. I would have been happy with 25 orders. We hit that by 10am and ended the day with over 100 orders. That was the moment it felt like this could really work, and it gave me the confidence to move forward with bags and additional clubs.
The AI Trend: How have you used AI to help your business grow?
Not heavily yet, but I use it to help consolidate data — pulling insights from Search Console, GA4, Shopify, and other tools into one place to track trends, keyword movement, and conversions. It helps simplify decision-making and gives a clearer picture of what is working.
The Horizon: What should we be excited to see from Drake and Birdie Golf Co. in the next six months?
New clubs are coming. A driver and iron set are in the works, with a lot of testing around weight and sizing to make it fun and usable for kids. We are also exploring new stand bag colors and materials to give a more premium feel.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Pre-Sleep
Tech: @colemangolfs — an open-source launch monitor project worth watching
Gear: Shoal Golf Bags
The Shop: Where can readers find Drake and Birdie Golf Co.?
You can shop directly at drakeandbirdiegolf.com. We are also testing channels like Pinterest, Etsy, and eBay as we continue to grow.
The Connection: Where is the best place to follow along?
Follow along on Instagram and Threads at @drakeandbirdiegolfco, or find us on Facebook at Drake and Birdie Golf Co.
Callahan's Take
Everyone keeps saying the customer base of golf is growing. They credit Covid, TopGolf, simulators, increased accessibility. All valid points.
But Drake and Birdie Golf Co. is showing how to actually grow the game. You start kids early.
Soccer is the biggest sport in the world. Kids start playing before they can even speak. There's no reason golf can't follow the same path. The earlier you get a club in a kid's hands, the more likely they are to fall in love with the game.
And the market conditions couldn't be better for this right now. Not just on the golf front either. Every parent is fighting the same battle against screens. Anything that gets kids off the couch, outside, and competing in a sport they can play for the rest of their life is a win. Drake and Birdie Golf Co. checks every box.
I love a niche product with a clear problem behind it. Justin identified the gap, and his answer to "why you?" is as clean as it gets. He's an avid golfer and a parent of a young child who couldn't find what he needed. So he built it himself.
Every golfer has the same dream of bringing their kid out on the course someday. Drake and Birdie Golf Co. is making that happen a lot sooner than most people thought possible.
Shop toddler putters, stand bags, and more at drakeandbirdiegolf.com.
Shop Drake and Birdie
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