Diamond Tour Golf

What Diamond Tour Golf does

Diamond Tour Golf is a privately held specialty golf equipment retailer and distributor founded in 1995 and headquartered at 202 Lucas St Unit A, Sycamore, Illinois, under founder and owner Jason Hiland. The company sells pre-assembled golf clubs, individual club components (clubheads, shafts, grips), club-making supplies, accessories, and golf bags primarily through its direct-to-consumer e-commerce platform diamondtour.com, supplemented by a single physical retail storefront in Sycamore serving walk-in customers in Illinois and neighboring markets.

The product portfolio combines third-party component brands (e.g., Golf Pride, Lamkin, Winn, True Temper) with two proprietary in-house brands: SMT Golf, a performance-oriented line covering drivers through putters, and Ashton Golf Clubs, a newer game-improvement line organized around two families (TX15 and Z-75 Max). The underlying technology stack is a conventional e-commerce storefront with catalog, filtering, customer accounts, and checkout functionality—extended by configurable product searches across roughly 124 clubheads, 169 shafts, and 117 grips, including specialty categories such as single-length irons, offset drivers, women's, and junior equipment.

Revenue is generated through one-time sale of finished clubs and components at unit prices ranging from approximately $25 (entry-level irons) to over $500 (premium forged irons), with full sets priced up to roughly $650; ancillary streams include assembly services for custom club builds and an e-gift card program. Customer segments span individual golfers at all skill levels (primary), club builders and fitters purchasing components, women golfers, and junior golfers. Marketing is conducted through email exclusives, Facebook and YouTube organic content, paid Google search, educational video content, and the gift-card channel; distribution is principally US-domestic with free shipping on orders over $199 (contiguous US) and selected shipping to Canada. The company is independently owned, has no disclosed parent, subsidiaries, institutional investors, M&A history, patents, or regulatory actions on file.

Name

Diamond Tour Golf

Legal name

Diamond Tour Golf

Website

https://diamondtour.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Diamond Tour Golf is a privately held, direct-to-consumer golf equipment retailer founded in 1995, selling pre-assembled clubs, club components, and accessories online and at its Sycamore, Illinois retail store to individual golfers, club builders, women, and junior players across the US and Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Sycamore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Golf Equipment Sales: Diamond Tour Golf generates revenue through the sale of pre-assembled golf clubs and individual components including clubheads, shafts, grips, bags, and accessories. They also offer custom club building and assembly services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Diamond Tour Golf distributes pre-assembled golf clubs and individual golf club components (clubheads, shafts, grips, adapters) under its proprietary SMT Golf and Ashton Golf brands. The company offers custom club building services and operates an e-commerce website complemented by a physical retail store in Sycamore, Illinois, serving individual golfers as well as club builders and fitters.

Product overview

Diamond Tour Golf is an e-commerce platform offering a dual-model product portfolio: assembled golf clubs (pre-built) and golf club components (for custom builds). The company operates its own proprietary brands—SMT Golf (featuring complete sets, drivers, fairway woods, hybrids, irons, wedges, putters, and components for custom builds) and Ashton Golf Clubs (with TX15 and Z-75 Max game-improvement families)—alongside third-party branded products. The business model serves both retail golfers seeking ready-to-play equipment and club builders/fitters purchasing individual components (clubheads, shafts, grips). Additional offerings include golf accessories (head covers, gloves, balls, bags), club making supplies (adapters, ferrules, epoxy), and e-gift cards. The company has been operating since 1995.

Differentiator

Problem solved

Functional benefit

Brands

• SMT Golf: Performance golf brand offering finished clubs, component heads and shafts, complete sets, and accessories designed for consistent performance and real-world playability
• Ashton Golf

Products and services

• SMT Golf Brand
• Ashton Golf Clubs
• Assembled Golf Clubs
• Golf Club Components
• Custom Club Building Services
• Golf Accessories
• Golf Bags
• Club Making Supplies
• Gift Cards

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sub 70: Direct-to-consumer golf equipment brand offering premium-equivalent clubs at lower prices through owned-brand channels. Closely comparable value proposition, proprietary brand strategy, and online-first D2C model.
• Ben Hogan Golf: Direct-to-consumer golf equipment brand built around a heritage namesake, selling clubs and components via e-commerce. Comparable in D2C- and brand-led value positioning.
• Tour Edge Golf: Golf equipment manufacturer/brand with value-pricing positioning, offering clubs, components, and accessories direct and through retail. Comparable as a value-tier brand competing against premium OEMs.
• Club Champion: Specialty custom club fitting and building retailer with studio locations across the US. Highly comparable on the custom build service layer that distinguishes Diamond Tour, though with a heavier brick-and-mortar fitting model.
• 2nd Swing Golf: Large e-commerce golf retailer selling new and used clubs plus trade-in programs. Directly comparable as a multi-category online golf equipment seller targeting consumers with custom fit and trade-in services.
• Cool Clubs: Specialty custom golf club fitting and building retailer with studio locations. Comparable specifically on the custom club assembly service layer that is central to Diamond Tour's offering.
• Global Golf: Leading online golf retailer focused on new, used, and closeout equipment with active trade-in and club-fitting options. Closely comparable in business model, customer base, and value pricing.

Broad incumbents

• PGA Tour Superstore: Large multi-store golf and tennis specialty retailer carrying major brand equipment, custom fitting, and accessories. Comparable as a multi-channel golf retailer but at far greater scale and brick-and-mortar footprint.
• Golf Galaxy: Multi-store golf specialty retailer owned by Dick's Sporting Goods selling clubs, components, and fitting services. Comparable retailer with broader assortment and stronger balance sheet.
• Wilson Golf: Long-established sporting goods manufacturer with a golf equipment division offering full lines of clubs, balls, and bags. Comparable as a multi-category golf brand serving value-to-mid tiers.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqWX3EcoI0vB75rUCDRsTTQ
• Facebookfacebook.com/clonegolfclubs
• Xx.com/diamondtourglf
• LinkedInlinkedin.com/company/diamond-tour-golf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diamond Tour Golf