Guidelines
The rulebook for Conor's Clubs — positioning, personality, audience, and the lines we don't cross. Hand this page to anyone creating on the brand's behalf.
Positioning
TaglinePass it down. Play it forward.
MissionWe rescue legendary clubs from attics and garages, reunite them with golfers who care, and keep the spirit of the game alive across generations.
Market positionaccessible
DifferentiationWhere typical golf retailers push newness and tech specs, Conor's Clubs celebrates provenance and soul — every club has a story, and we're the family-run operation that honors the craft of vintage equipment while making it accessible to a new generation of players who value character over carbon fiber.
Essence & personality
Archetypeeveryman · caregiver
PromiseEvery club we restore carries the spirit of the game's golden era and finds its way to a golfer who'll honor it.
StoryConor started restoring his grandfather's vintage Titleist set in a Galway shed in 2018, posting the process to a handful of golf-obsessed friends. Word spread. Now Conor's Clubs sources pre-loved irons, woods, and putters from estate sales and club attics across Ireland and the UK, restoring each piece with care before sending them to players worldwide who believe the best clubs have stories, not serial numbers.
nostalgicunpretentiouswarm-heartedknowledgeablewelcomingold-soul
Values
HeritageEvery club has a story before you swing it—we honor the game's past with every sale.
ConvivialityGolf is better with famiglia—we build community around the course, not just commerce.
CraftWe curate, restore, and sell clubs with the care of a master clubmaker, not a middleman.
EarthinessNo pretense, no country club gatekeeping—just honest gear for people who love to play.
TimelessnessThe best clubs were made decades ago; we prove the old ways still work beautifully.
Audience
WhoDiscerning golfers aged 35-65 who appreciate the craft and soul of vintage equipment, valuing provenance and story over the latest titanium driver. They're likely professionals or successful entrepreneurs who grew up playing their grandfather's clubs and now seek that same feeling of authenticity in an era of hollow marketing.
Demographics35-65, household income €75k+, concentrated in Ireland, UK, US Northeast and West Coast
PsychographicsThey believe golf should feel like a handshake, not a transaction. They're suspicious of corporate golf's relentless newness and drawn to brands that honor tradition while refusing to be stuffy. They want to belong to something that feels like an insider's club without the exclusivity theatre.
Behavioursresearches club lineage and maker history before purchasing · buys fewer clubs but cares deeply about each acquisition · shares finds and stories in niche golf forums and group chats · prioritizes feel and craftsmanship over specs and distance gains · travels to play historic courses, books tee times months ahead · follows vintage equipment accounts on Instagram, engages with restoration content
They valueheritage · authenticity · craftsmanship · restraint · camaraderie · longevity
Voice rules
Full voice samples live in Voice & MessagingConor's Clubs speaks with the warm, direct cadence of a family shopkeeper who knows their craft—equal parts knowledgeable guide and welcoming host. The voice blends Old World reverence for quality and tradition with unpretentious, modern accessibility, using conversational rhythm, selective Irish inflection, and storytelling that makes every club feel like an heirloom worth passing down.
Do
- Lead with warmth and personal address
- Use family and heritage language naturally
- Speak in second person to customers
- Tell origin stories for individual clubs
- Drop casual golf wisdom mid-sentence
- End with invitations, not hard sells
Don’t
- Use corporate golf jargon or buzzwords
- Start sentences with 'We believe'
- Apologize for being second-hand
- Write in bullet points or lists
- Use exclamation marks for excitement
- Say 'vintage-inspired' or similar hedging
Creative constraints
Don’t
- Visual: Generic stock golf photography with perfect green fairways and white male golfers in polos
- Visual: Corporate swooshes and metallic gradients typical of golf equipment brands
- Visual: Overly slick product photography on sterile white backgrounds
- Visual: Literal Irish clichés like shamrocks, leprechauns, or Celtic knots
- Visual: Modern sans-serif minimalism that strips away warmth and character
- Visual: Artificial aging effects or heavy distressing that feels manufactured
- Visual: Glossy magazine-style layouts
- Visual: Digital-first brutalism or tech startup aesthetics
- Tonal: Corporate golf speak and equipment jargon (swing speed, MOI, forgiveness ratings)
- Tonal: Luxury brand exclusivity language ('members only', 'elite performance')
- Tonal: Hard-sell tactics and aggressive promotional copy
- Tonal: Overly reverent nostalgia that feels museum-like rather than lived-in
- Tonal: Ironic detachment or hipster self-awareness
- Tonal: Geographic pandering or forced Irish stereotypes
- Tonal: Technical product descriptions that read like spec sheets
- Tonal: Sustainability virtue signaling common in resale markets
These constraints preserve the delicate balance between vintage authenticity and contemporary relevance—avoiding the trap of either sterile modernism or precious nostalgia while maintaining the warm, family-table intimacy that makes both golf clubs and bagels feel like heritage crafts passed between generations.