Golf Digest (South Africa) - - Disruptors Innovators & Risk-Takers -

It’s one thing to spot a gap in the mar­ket, but another to raise the courage, cap­i­tal and con­fi­dence to im­ple­ment it. When for­mer mag­a­zine pub­lish­ers Nic Wides ( be­low left) and Craig Ross ( be­lowright) made a ca­reer change in 2011 they cre­ated a dig­i­tal brand that tar­geted the rapidly adapt­ing e-com­merce mar­ket. With the tagline ‘VIP prices on ex­clu­sive brands,’ Flook has de­vel­oped from an ini­tial group-buy­ing company (sim­i­lar to Groupon) of­fer­ing half-price green fees and week­end get­aways to dis­counted ap­parel, equip­ment and ac­ces­sories.

“We didn’t set out to be dis­rup­tors, we just wanted to ap­peal to the grow­ing dig­i­tal au­di­ence in South Africa who pre­fer an on­line in­ter­ac­tion which can de­liver an im­me­di­ate re­sult or a prod­uct within 24 hours,” ex­plains Ross, a low-hand­i­cap golfer who com­peted briefly on the Sun­shine Tour. “While there’s ob­vi­ously value in the trans­ac­tion, it’s all about con­ve­nience th­ese days. We al­ways place the cus­tomer first, con­tin­u­ally ask­ing our­selves, ‘what do they want?’”

Flook has ap­pealed to equip­ment man­u­fac­tur­ers as an out­let for shift­ing age­ing stock. Where floor space is cru­cial at re­tail stores, Flook’s ad­van­tage is hav­ing a ware­house from which to dis­trib­ute stock. Mem­ber­ship to Flook is free, with mem­bers re­ceiv­ing daily deals de­liv­ered to their in­box.

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