Welcome to the doghouse, the Turf Dog era has arrived. I always wanted the GK GC to be more than just an iconic logo. I wanted it to have personality, be authentic and relatable not just to greenkeepers but for anyone who understands what it means to work early and play late. Greenkeepers will always the centerpiece, but there are other roles in golf and beyond that I believe can relate to our ethos and connection to the game. A logo is not a brand. A brand must have meaning and a vibe all its own.

I am a sports guy. At this point I may have more coaching experience than playing but I always felt a turf crew carries all the same qualities of a good team. A common goal, leaders, selflessness, pride in your work, understanding and appreciating each others role and working together to to get the job done. Teams and their players also have personalities. So I often thought about creating an identity and icon that could serve this function and provide a sports team vibe.

I’m also a dog guy. No surprise there if you have been following on the socials. I think (good) dogs belong on a golf course and cannot for the life of me understand why that is not more widely accepted here in the U.S. Somewhere along the way the concept hit me; we greenkeepers are the turf dogs. The parallels and puns were there for the taking and once my creative side locked on the concept there was no going back. So here he is. I have not named him yet. I have a few ideas and will will eventually give him a title.

Down the road I plan on sharing much more about the overall Greenkeepers Golf Club brand, and where it is headed. It has been a process and evolution just getting to this point. Part of the vision includes a membership and how being a Turf Dog seems more original and authentic than being just another “member”. Of the many shortcomings I can admit to; being more introverted vs loud and outgoing is one that I can own. The mascot will also give me a layer to hide behind as this whole thing is not about me. It’s about the idea that greenkeepers are golfers with a unique relationship to the game. That the time has come for us to be authentically represented in the ever changing and evolving golf culture.

For now, enjoy our founding club member as he will grow and evolve with the club and the brand. He is good dog, likes to have a good time and make the best of his time on the course; regardless if he is working early or playing late. Hard to argue more of us with that mindset would be a bad thing. #golfneedsmoreturfdogs

Golf Needs More Turf Dogs

A conversation with two F.u.c.c (ers)