FLOOK’S INSTANT SATISFACTION
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.