Game Changers

By Jim Bebbington

Pins and Aces, the Arvada-based clothing startup, this winter purchased the Denver-based boutique golf club manufacturer Edel Golf, the two companies announced in January.

Both brands showcased the news at the recent PGA Show in Orlando in January and Nick Mertz, the founder of Pins and Aces, announced the acquisition on social media alongside Edel Golf’s chairman Doug Coors.

“By bringing Edel Golf into the family, we’re expanding our range of premium equipment, enhancing your game like never before,” Mertz said. “Expect new innovations, elevated performance and continued focus on quality craftsmanship.”

Edel Golf was founded more than 25 years ago by David Edel and gained a reputation as a manufacturer of bespoke, fitted putters from its location in Texas. By the 2020s, the company had launched weight-adjustable wedges and irons when Doug Coors, a member of the Golden-based beer brewing family, bought the company. He moved its manufacturing headquarters to north Denver, off of Coloardo Boulevard, in 2022.

At the time, the company stated it was selling approximately 3,000 of its $450 putters a year and was looking to grow. It had also established strong sales in golf-mad South Korea.

Coors is remaining as chairman of Edel and Rocky Hansler, who was brought on in 2021 as chief operating officer, is staying in charge of growing the brand, Mertz said.

“Edel Golf, founded in 1996, is renowned for its custom wedges, putters, and fitting systems,” the companies said in their announcement. “The company’s cutting-edge approach to club fitting, which combines advanced technology with personalized service, has made Edel Golf a trusted name among passionate golfers. We look forward to leveraging this acquisition to enhance its position as a leading brand in the golf industry, offering a comprehensive range of products that meet the needs of golfers at all levels.”

The move is a significant step in a new direction for Mertz and his Pins and Aces team.

Pins began selling edgy golf wear with loud designs and beer-sleeves and other items in 2018 and opened its Arvada warehouse and storefront in 2022.

The golf equipment industry has been undergoing the same growth in the past decade as most players have experienced in getting a tee time.

One market analyst, Grand View Research, estimates that the golf club market is going to grow on average 3 percent through 2030.

The game has been fueled by many factors, including the growth of off-course golf simulators that drew an estimated 9 million players to them last year. In addition, the millennial generation – the nation’s largest – discovered the game as they hit their late 20s and early 30s, just as the last of the baby boomers hit retirement age and flooded tee boxes across the country.

“We look forward to leveraging this acquisition to enhance our position as a leading brand in the golf industry offering a comprehensive range of products that meets the needs of golfers of all skill levels,“ Mertz said.