The Lee Backgrounder
Yun Lee is a two-time founder and technology executive with a colorful background in brand strategy, marketing, and operations across two continents.
She is serving as President and Chief Brand Officer at Uneekor, a golf simulation tech company that connects millions of golfers with new ways of training and entertaining.
Previously, she was the founder, principal creative director, and chief strategist of a marketing agency, Lucre Beyond, Inc. directing and overseeing the top 30 corporate accounts based in South Korea, providing integrated campaigns to drive results at the global level.
The Lee Story
I never imagined my career would lead me into the world of golf technology. My background was in marketing, branding, and strategy. I had built a successful agency in Seoul, working with top global corporations. My life was fast-paced, and my expertise was helping brands grow, not launching one myself. But sometimes, an unexpected conversation changes everything.
One afternoon, my husband, Jey Suk, the Founder and CEO of Uneekor’s parent company, Creatz, Inc., shared his vision with me. He had pioneered super-speed camera-based launch monitor technology in South Korea, and he saw a future where this innovation could transform the U.S. golf market. He wanted a leader he could trust completely to build something groundbreaking. He asked if I would be that person.
At first, I resisted. Golf technology wasn’t my world but the more I thought about it, the more the challenge excited me. Here was an opportunity to disrupt one of the most traditional industries with a fresh, innovative brand and redefine what luxury, access, and game improvement meant in golf. More than that, it was a chance to build something from the ground up, not for a client, but for a brand I would shape myself.
So, I took the leap. I left behind familiarity and comfort to co-found Uneekor, bringing a new vision to golf in the U.S. market. It wasn’t easy, and every step required resilience, adaptation, and belief in what we were creating. I see that moment, the decision to step into the unknown, not just as the start of Uneekor, but as the defining step of my journey as a leader.
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You wake up in the morning – what’s the driving passion?
Day after day, my passion is fueled by the drive to innovate and enhance the Uneekor experience for our customers. I don’t embrace the status quo and constantly push for reinvention. This has been my consistent and long-standing north star throughout my journey as an entrepreneur, instructor, marketer, and business leader.
What separates Uneekor from your competition?
At Uneekor, we set ourselves apart by creating deeper connections with golfers at every stage of their journey. More than just a tool for improvement, Uneekor is about transforming the way players engage with their game by making practice more intuitive, insightful, and rewarding.
While many golf simulation companies design their technology primarily for coaches and professionals, Uneekor’s mission has always been to develop the best-in-class golf that any golfer can use to elevate their game, regardless of skill level.
Who is your customer?
They’re golfers who push boundaries, embrace new challenges, and believe that success and balance can coexist. We call them ‘Balanced Competitors.’ With Uneekor’s realistic home golf experience, they gain the freedom to practice anytime, making room for family, hobbies, and other pursuits without sacrificing progress.
How are you approaching expanding your client base and what specific growth areas are you focused upon?
Uneekor has a strong presence in the U.S., Canada, and East Asia and we’re growing our footprint in Europe, Australia, and South Asia. Our customer base is well-balanced between home simulator users and business customers across various golf facility scenarios.
Today’s customers demand a seamless, high-end e-commerce experience, as well as tailored business solutions for commercial environments. Uneekor is committed to delivering on these needs, ensuring every aspect of the Uneekor Experience continues to evolve and elevate the game for golfers worldwide.
Companies routinely tout the importance of customer service. Define the term and the approach followed at Uneekor.
When we first introduced Uneekor to the U.S. market, every day was a fight for survival and we needed to do everything we could to distinguish ourselves from the competition. Small gestures like timely responses, expert guidance, and a commitment to solving problems made all the difference in earning trust and building our brand.
From the beginning, Uneekor has been all about bringing real golf experiences home and helping players connect more deeply with their game. Golf simulation, like golf itself, is complex and constantly evolving, which is why we have always prioritized service as our foundation.
What role does customer feedback play and how do you encourage customers to provide it?
The customer is king and we strive to create meaningful connections between golfers, their games, and their loved ones in the most accessible and immersive way possible.
Customer feedback has been a driving force behind Uneekor’s rise in the U.S. golf simulation market.
We actively listen to our customers through multiple channels including our software platforms, customer service interactions, official Uneekor user communities, business partners, and informal networks.
We’re inspired from our customers’ feedback through this direct engagement and its shaped our technology roadmap, ensuring that our innovations continue to enhance the Uneekor Experience.
If you could change one thing in golf unilaterally – what would it be and why?
I am passionate about making golf more accessible and welcoming to newcomers from diverse backgrounds. Traditionally, the sport has been dominated by certain demographics, often requiring significant financial and social capital to participate. The Uneekor Experience is helping to break down these barriers by offering new ways to engage with the game and making it less intimidating, more inclusive, and easier to enjoy.
The biggest challenges facing Uneekor – short and long term – are what?
Challenges are a natural part of any growing business, and for Uneekor in 2025, the most significant challenge—both short and long term—is executing our ‘One Brand, One Dream’ global initiative.
Uneekor was initially built to serve the North American market, operating under two separate business entities with distinct branding and localized products. However, as we’ve expanded worldwide we recognize the need to unify Uneekor into a single, globally powerful brand that maintains a consistent identity while still offering solutions tailored to specific regions and audiences.
What specific steps is the company taking to deal with each?
We are actively aligning our internal teams around the core values that define the Uneekor Experience. This cultural shift is a priority, and while it requires thoughtful execution, we’re confident in our ability to drive meaningful change through well-planned initiatives.
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