Golf Merchandise That Tells a Story: Inside FlagBag Golf Co.

In a game rooted in tradition, the smallest details often carry the greatest meaning. For FlagBag Golf Co., those details begin with the flags that represent the memories and moments that define a golfer’s journey. Founded by a lifelong golfer and course superintendent, FlagBag was born from a deep respect for the game’s history and a desire to preserve it in a new way. By upcycling flown course flags into custom golf bags and accessories, the brand transforms familiar materials into functional pieces that tell a story long after the round is over.

In this AGM Vendor Spotlight, FlagBag Golf Co. shares the inspiration behind the brand, the craftsmanship that defines each piece, and how their personalized, sustainable products are resonating with golfers and retailers alike.

AGM: What inspired the founding of FlagBag Golf Co.?

FlagBag Golf Co.: As the Founder, the game has always been a central part of life, from competing at a high level in high school and college to having made a career helping build, restore and maintain golf courses. A love for golf history and architecture shaped that journey, and that same passion sparked the idea for FlagBag.

After years spent as an assistant superintendent and now a superintendent, it became clear that the flags taken down every six months or so still had plenty of life left in them. They might show a bit of sun fading, yet they remained sturdy and carried a special kind of game-worn character that deserved to be preserved rather than discarded.

AGM: Can you describe the steps involved in creating a custom FlagBag from flag selection to final bag?

FlagBag Golf Co.: We have two basic customers that we collaborate with in order to design products that are special to them. I have a hand in most of the designs we create and before any work begins, we send mock ups for approval.

The two customer bases we work with are:  

• Green Grass, where clubs send us flown flags once or twice a year and we design different products (Duffels, Golf Bags, Headcovers, Carryalls, Valuables Pouches, Shoe Bags, Dopp Kits) that go back to their shops to be marked up and sold to their members/customers. We also have the option to create new flags with permission from these clubs
• Mixed Bag Direct Consumer, where typically golf flag enthusiasts will send us their “story” in the form of flags they have acquired or purchased.  Maybe it is courses special to them, courses they grew up at, a trip they took or courses most important to their golf journey.  When making Golf Bags or Duffels that is typically made up of 3-6 flags, in the cases of the smaller accessories only 1-2 flags.

AGM: Which FlagBag style or design is your best-seller, and why do you think it resonates with golfers?

FlagBag Golf Co.: We introduced our Duffel Bag a few years back that has caught up quick with overall Golf Bag sales. When it comes to green grass, most of our partner clubs love to have at least 1 Golf Bag in the shop because it’s such a cool visual on the floor showing off your own brand logo. Following those 2 items, I would say our most popular builds for green grass are our smaller accessories such as headcovers and Carryalls. We’re currently in the process of releasing our dopp kits and shoe bags. It’ll be exciting to see those take off too. 

AGM: How do you hope FlagBag’s personalized, sustainable products will influence golfers and retailers around the world?

FlagBag Golf Co.: We love turning well used flags into something personal and memorable. As the first brand to upcycle golf flags into bags and accessories, we aim to be recognized as the Original and to build lasting partnerships with clubs worldwide. Our pieces let golfers celebrate their story or their home course while supporting a more sustainable approach.

For retailers, our products offer a unique narrative that drives interest in both everyday sales and special events. They work well as direct retail items, tournament prizes, and custom tee gifts, and we can also create new flags for larger prize orders when needed.

AGM: What partnerships or collaborations are you most proud of?

FlagBag Golf Co.: Honestly, we are just scratching the surface on collaborations. For me personally, Jack Nicklaus to be using our Bag on the first tee at Masters Ceremonial First Tee shot in ‘24 and ‘25 has been the pinnacle. His family actually included his FlagBag in their recent family portrait. That was pretty wild.  On the green grass side, we are blessed to work with many top clubs so far through word of mouth or Instagram mainly. The most rewarding opportunity that we reflect on is that repeat business and reading the feedback from our customers is also something we get great pride from. To build long term trusted relationships and up-cycling flags back into gear with most of the shops is our focus and we are just getting started, but it’s working, and the repeat business is working.

AGM: For golf shops interested in partnering with you, how does your retail program work and what support do you offer to help merchandisers promote and sell your products?

FlagBag Golf Co.: We currently partner with about forty to fifty of the top one hundred courses and look forward to expanding those relationships. Clubs and shops interested in working with us can reach out to info@flagbaggolfco.com to be set up with a wholesale account. From there, we schedule a quick call to learn about their needs and discuss how we can best upcycle their flags. There are no upfront costs. We only invoice when finished products ship.

Our specialty is transforming flags that would otherwise be discarded into pieces that share a club’s story while generating new revenue. To support our partners, we offer product education, point-of-sale materials, photography, and merchandising guidance, including displays crafted by a close friend of the brand. We also create custom colors and limited runs for shops that want something exclusive.

Above all, we aim to be a seamless, supportive partner, providing merchandisers options for what they need to showcase our products and drive sales.

 

Conclusion

At its core, FlagBag Golf Co. is about honoring the stories that make golf personal. Each bag, duffel, or accessory reflects a course played, a memory made, or a club’s identity brought to life through thoughtful design and craftsmanship. By blending utility with memorabilia, FlagBag offers something rare in today’s golf retail landscape.

AGM members are encouraged to learn more about FlagBag Golf Co. by visiting their website at http://www.flagbaggolfco.com or by contacting Josh Smith at Josh@FlagBagGolfCo.com. For more contact information, check out their AGM vendor page.

To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.