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The putter market hasn't changed much in a long time. Legacy designs, safe updates, and products built for scale rather than the individual.
Hudson Hack noticed the gap.
Hack & Co. is a premium, small-batch putter brand built for performance, feel, and personalization — engineered for the serious golfer who sees their equipment as part of how they play and how they show up. We sat down with Hudson to talk about building a brand before a single putter has shipped, why putting is personal, and what happens when modern manufacturing finally meets the golf green.
The Product and Audience: What is Hack & Co. and who is it for?
We design premium, small-batch golf putters built for performance, feel, and personalization. Most putters today are built for scale. Ours are built for the individual. Every detail, from weighting to finish, is engineered to improve consistency and confidence on the green. Our customer is the serious golfer who sees their equipment as more than just gear. It is part of how they play and how they show up. They care about performance, but they also care about craftsmanship and identity.
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The Spark: When did you launch, and what made you say "I need to build this"?
This started from frustration. I was working closely with modern manufacturing and saw how advanced the technology had become. But in golf, especially putters, most products still rely on legacy designs and small, safe updates. There is a gap between what is possible and what is actually being built. Putting is personal, yet most putters are still one-size-fits-all. That did not make sense to me. So I decided to build something that actually reflects how personal performance in golf really is.
The Launch: You're pre-launch — how have you built momentum before shipping a single putter?
The last nine months have been focused on prototyping and refining — dialing in weight, feel, and finish until the product meets a high standard. On the marketing side, we have kept it simple. Share the process. Get real feedback. Talk directly to golfers. No big launch gimmicks. Just building something worth waiting for.
The First 100: How did you find your first customers?
We have not made our first sales yet, but we have already built a waitlist of over 100 golfers. That interest has come from showing the product early and involving people in the process — sharing designs, getting feedback, and building real conversations. Because we produce in small batches, those first 100 customers will come over time. Not all at once. And honestly, that is the point.
The Advice: What would you tell a first-time founder in their first 90 days?
Surround yourself with people who genuinely believe in what you are building. And do not lose sight of why you started. At the same time, push yourself constantly. Improve the product, improve your thinking, improve how you solve problems. That early mindset compounds fast.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Putting yourself out there. Building a brand today requires a personal presence. That is something I had to grow into. It is uncomfortable at first. You are not just building a product. You are showing your vision publicly, and that takes confidence. That part rarely shows up on social media.
The Milestone: What has been your biggest "we made it" moment so far?
Receiving our first final production prototype. Seeing it in person. Taking it out on the course. Hearing real feedback. That moment validated months of work and iteration. It gave me the confidence to keep going, even when progress felt slow.
The AI Trend: How have you used AI to help your business grow?
Right now, mostly for ideation and expanding what I can do as a solo founder. It helps explore ideas faster and think in new directions. Long term, I see AI playing a role in personalization — helping us create truly unique putters at scale. But craftsmanship will always be the core. That part is not going anywhere.
The Horizon: What should we be excited to see from Hack & Co. in the next six months?
Our first production release. That is when everything comes together — full product lineup, real content, and a deeper look into how everything is made.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: 5B & Co.
Tech: Homebase
Gear: Sandlot Goods
The Shop: Where can readers find Hack & Co.?
Preorders will be available at hackputters.com. You can join the waitlist now for early access.
The Connection: Where is the best place to follow along?
Follow the brand on Instagram at @hackputters, behind the scenes at @hudsonhackdesign, and Hudson on LinkedIn.
Callahan's Take
Hack & Co. is introducing the Porsche 911 of putters.
The lines, the precision, the obsessive attention to detail. Built for people who are obsessed with their equipment and won't let you hear the end of it. That's the brand Hack & Co. is building.
Breaking into the golf club market as a new brand is about as hard as it gets. The top is crowded and loyal. But Takomo proved you could win on value and performance. L.A.B Golf proved you could win on technology and feel. Both found their lane and ran with it.
Hack & Co. has a lane too. And in my opinion, it's the most compelling one yet. Hudson isn't building this brand for the sake of building a brand. He comes from an industrial design background where he watched cutting edge manufacturing processes get used everywhere except golf. That changes with Hack & Co. These putters introduce a level of sophistication that simply hasn't been done in the category before. They look better than anything else on the market and they're only slightly more expensive than a L.A.B putter.
The craftsmanship is there. The differentiation is there. The founder credibility is there. The only thing left is the hard part — going from 0 to 1. But if Hudson can get these putters in enough hands, the jump from 1 to 100 will take care of itself.
Preorders opening soon. Join the waitlist at hackputters.com for early access.
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