For Tom Cox, who worked in a country club and had an interest in all things technology, an online business selling golfballs seemed like the perfect match. However, creating an online business 28 years ago presented some unique challenges. For one, e-commerce wasn't yet a thing, and then there was the ".com crash" of 2000. So when Tom, Owner and Founder of Golfballs.com, told his Father that he was going to start a business selling golfballs online, his dad asked the question, "What can you get online that you can't get in-store?" Soon after, customization came into play. Today, customization accounts for 80% of sales for Golfballs.com. From corporate events and tournaments to bachelor parties and birthday gifts, Golfballs.com has become the top name in golf-related customization. In this week's episode, Tom Cox discusses where the idea for the business originated, the paradox of choice, and how the pandemic and new methods of play have brought the game of golf to a whole new generation.
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