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Show Notes

(00:03:50) - (First question) - Overview of No Laying Up and how its various components fit together

(00:07:03) - The differences in how they present themselves on Twitter versus Instagram

(00:09:55) - What their mission is as No Laying Up

(00:13:26) - Going from idea to execution and how they arrive at a group consensus

(00:16:10) - Honing in on avid golfers as their audience

(00:18:15) - The No Laying Up podcast and its evolution

(00:24:05) - How cultivating characters and inside jokes builds audience loyalty

(00:29:57) - Taking a stance on things makes for more engaging content

(00:31:54) - The Trap Draw and their podcast strategy writ large

(00:35:17) - The original insight that lead to bringing DJ into the fold and expanding to video

(00:38:36) - Lessons learned about storytelling with video in general

(00:43:41) - Not using YouTube as a dumping ground for discoverability

(00:47:21) - Why they are choosing to grow slowly and take their time

(00:50:31) - Diversifying business risk with a membership community and how they built it

(00:56:56) - The decision to bring on Kevin Van Valkenburg from ESPN

(01:02:57) - Launching the NLU pro shop

(01:07:59) - What he’s learned about doing merch well and profitably

(01:12:02) - Collaborating with and structuring brand partnerships

(01:17:30) - Never solving internal team communication but improving it every day

(01:24:39) - How the size of their business and audience has impacted their team

(01:30:22) - Industry relationships and NLU’s role in the world of golf today