Here to build the best golf kit and community in the world.

Golf has become something I genuinely love.

After leaving the military, professional sport, and later becoming a founder and a dad, it gave me back something I'd been missing: time outside with friends, competition, terrible banter, and a few hours where everything else disappears.

The more I played, the more I realised that the thing I loved most about golf wasn't really the golf itself. It was everything that came with it.

The people you meet. The places it takes you. The competition. The walk. The weather. The stories in the pub afterwards. Golf has an unusual ability to bring people together, and I think there's an opportunity to build something around that.

That's what I want HOLDFAST to become.

Yes, we're building golf clothing. Years in Special Forces and representing England Sevens taught me the value of equipment you trust without thinking about it, and I believe golf kit can be considerably better. We're exploring natural materials, designing for people who walk the course and testing everything in the conditions we actually play in.

But HOLDFAST was never meant to stop at clothing.

I want to build a global club of golfers connected by a shared attitude towards the game. A community where members can find each other, host one another at their home courses and have a reason to play somewhere — and with someone — they otherwise might never have known.

Over time, I want us to bring that community together through annual trips, proper competitions and rounds in remarkable places. Not corporate golf days, but experiences people genuinely look forward to and friendships that continue long after the last hole.

I don't think golf needs reinventing. In many ways, I think the opposite.

HOLDFAST is about championing the parts of the game worth holding onto: camaraderie, competition, nature, good equipment, great courses and the simple pleasure of going out for a round with good people.

The clothing is part of that. The Club is what brings it all together.