EdelGolf Transforms Operations With Centralized Data Architecture and BI Dashboards

EdelGolf, founded by former golf teacher David Edel, believes that a proper set of clubs is key to improving a golf swing. By applying basic physics principles, EdelGolf offers an innovative clubhead and putter fitting services that enhance performance through weight customization for customers. Their groundbreaking approach that distinguished the business as a leading brand for serious golfers looking to elevate their game. Edel recognized early on that clubs are just as vital as posture and technique for achieving an optimal swing. However, increased sales and social media attention caused severe issues for production and quality control, leading to a reorganization of their data practices

Natural talent is crucial for a solid golf swing, but many players rely too heavily on muscle and strength training. This relates to Newton’s Second Law: the harder you hit, the farther the ball travels. 

To hit the putting green in two strokes or less, club weight plays a significant role; lighter clubs require less strength but can negatively affect shot trajectories, so experts like Edel emphasize choosing the right clubhead weight for optimized performance on the golf course.

EdelGolf has innovated customizable weight technology, allowing golfers to hit with more force without extra training. This approach was popular among regular golfers and professionals, leading to a surge insales, which caused challenges for EdelGolf. These challenges included managing growth and meeting increased demand or face risking their market position if they didn’t act swiftly.

The Problem: EdelGolf’s Fragmented Data System Leaves Operations Stuck in the Rough

EdelGolf faced challenges thanks to rapid growth from its unique clubhead design and fitting approach. This surge resulted in a 20% direct-to-consumer and 80% wholesale customer base. The surge in demand overwhelmed its custom-fitting program, leading to issues like missing identification numbers and duplicate orders. As sales increased, managing orders and inventory became complex for EdelGolf, which demonstrated the need for a streamlined system. Without necessary changes to maintain their exceptional customer service and not sacrifice product quality, EdelGolf was in a quandary.

Siloed Data and Blind Decision-Making Slow Growth

There were operational challenges due to overwhelming data that left EdelGolf unable to cope with a rapid increase in consumer demand. The company’s success relied on understanding client needs for innovative club designs, but fragmented, siloed data hindered insights, especially with a rapidly growing wholesale customer base. The company saw the necessity of viewing unified customer data. It was useful both for enhancing online experiences as well as informing product adjustments. EdelGolf reached out to Data-Sleek for a free consultation, leading to the development of tailored, strategic solutions to improve operations and drive growth.

The Solution: Data-Sleek Helps EdelGolf Build a Unified Data Platform and Clean, Reliable Pipelines

EdelGolf faced issues due to fragmented data across various systems. Instead of tackling the problem alone, the company partnered with Data-Sleek to implement modern data architecture.

The experts at Data-Sleek audited and analyzed EdelGolf’s chaotic processes. Streamlining data began with seamless data pipelines that stream information from EdelGolf’s various channels into a centralized platform. Consolidating data eliminated silos that previously hindered EdelGolf’s operations. It also gave them a holistic view of customer data, sales patterns, and inventory management.

EdelGolf’s data integrity was critical as Data-Sleek’s team developed a robust data dictionary for them to cleanse and standardize information across departments. This newly organized data dictionary addressed EdelGolf’s order challenges by assigning unique identifiers to each order. These identifiers facilitated tracking and fulfillment and prevented multiple orders from merging into a single invoice. Since partnering with Data-Sleek, the company is already making tremendous progress.

Unlocking the Power of Data-Driven Decision-Making

Edel understood the need to observe customer challenges, but fragmented data hindered effective decision-making. Data-Sleek addressed this issue with centralized data dashboards that provided invaluable business insights into customer behaviors, purchasing patterns, and market opportunities.

Data-Sleek’s and EdelGolf’s partnership continued well beyond the initial data dictionary implementation, with a focus on monitoring and refining data management systems. Data-Sleek provided ongoing support to the company to help them maintain an agile data infrastructure and allow EdelGolf to strengthen its competitive edge. The company aimed to streamline operations and scale effectively, and the outcomes after implementing the data management system were extraordinary.

The Results: EdelGolf Boosts Efficiency by 71% and Scales After Modernizing Its Data Ecosystem

EdelGolf’s partnership with Data-Sleek was essential for corporate growth and attracted attention to EdelGolf from industry leaders. Their new system allowed EdelGolf to aggressively market products without its prior problems. EdelGolf’s order management improved significantly as media attention increased and sales surged as a result, leading to a 71% boost in operational efficiency. Product returns and customer service expenses lessened while  newly optimized inventory and shipping processes also enhanced EdelGolf’s corporate agility. Through partnering with DataSleek, EdelGolf transformed into a dynamic force in its industry, proving that a company in motion stays in motion.

Coors Raises a Glass to EdelGolf

EdelGolf’s continued growth and innovative approach caught the attention of Doug Coors, owner of the renowned Coors Brewing Company and avid golfer. Recommended by PGA Tour professional Craig Kanada, Coors experienced firsthand EdelGolf’s and was immediately captivated by the brand’s vision and expertise.

“Data-Sleek helped us transform fragmented data into a unified platform. The result? A 71% boost in operational efficiency and the insights we needed to scale. Their partnership was a hole-in-one for our business.”
— Rocky Hansler, President, EdelGolf

Coors saw the potential of EdelGolf’s data-driven business model and acquired it in 2020. EdelGolf opened a cutting-edge headquarters and assembly facility in Denver in 2022 utilizing new resources from Coors. This new facility helped to solidify the business’s position as a golf industry leader. Today, EdelGolf exemplifies the benefits of data-driven decision-making and operational excellence, paving the way for future growth. For Data-Sleek, EdelGolf, and Coors, it’s a hole-in-one.

Learn more about EdelGolf.

Data-Sleek® is a consulting agency and a leading provider of comprehensive data management solutions. We specialize in data transformation, data migration, data integration, data architecture, data warehousing, and database consulting. Our commitment to client satisfaction empowers organizations of all sizes to unlock the full potential of their data assets. Data-Sleek is a trusted partner of Fortune 500 companies, dedicated to innovating and revolutionizing the way you do business.