Estimated reading time: 4 minutes
Background
Born 1980 in the south of Germany into a craftsmen family. After studying mechanical engineering, I joined the Toyota Formula 1 team and got first in touch with Japanese business practice and philosophy. After Toyota withdrew from F1 I joined Porsche and was project leading the suspension of the 919 Le Mans winning car. When quitting Porsche and returning back to Cologne I started golfing in 2016.
The Kraus Story
On April 27th 2019 I was competing in an amateur golf event – side note: I am not a good golfer, playing a handicap of around 18 – but nevertheless I came in second in my class. I recall flicking through Instagram after the golf tournament and stumbled across a ridiculously good-looking iron – not knowing the brand. I checked it online – and I could only find a Japanese website and no distribution outside Japan. One day later the idea of Dragon Golf was born and another four days later the business was set up.
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What was the genesis for Dragon Golf?
Dragon Golf is a platform for masterfully, handmade golf clubs from Japan.
How was it determined to use the name “dragon” as your main identifier?
The Dragon is probably the most popular mythical creature in Japanese and Asian folklore and is associated with luck and positive attributes.
Given the competition in the category — how does Dragon Golf differentiate itself from your competition?
There is no real competition. Dragon Golf is the only supplier for made to order, handmade golf clubs from Japan.
Your primary area for sales at this moment is where?
Germany & the United Kingdom.
What impact has the pandemic had on your sales efforts and in coordinating matters with your various suppliers?
The recent pandemic had only minor impact on our business. In fact, the number of golfers grew significantly during the pandemic.
Who is your customer?
Any golfer – but to be more specific our typical customer is someone who can appreciate craftsmanship and quality and who wants to stand out from the crowd.
Customer service and securing meaningful feedback are two central features for any golf company. Define them both and the role they play in your efforts.
Customer service and satisfaction is key. We are taking our customer on a journey. We are not selling golf clubs – we are creating unique pieces of Japan for our customer.
What role does professional golfer endorsements play with your company strategy in expanding your overall profile?
Professional golfer endorsement has no significant role yet – but we want to support young, aspiring golfers in the future.
If you could change one thing in golf unilaterally — what would it be and why?
I am a fan of moving over the golf course quickly – and in the game of golf you’re not in front of a flight but rather behind another – so if I could change one thing in golf, I would get rid of slow play.
Best advice you ever received — what was it and who was it from?
Golf related? Probably never leaving a birdie putt too short – first advice was given by my golf coach Noah – but I’ve heard it so often – I am wondering that he is not the origin for this advice.
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