Disrupting Golf Hardware: How Drew Koehler & Blue Tees Golf Redefined Rangefinder Tech
For decades, the golf technology sector was dominated by a handful of legacy giants. Buying a high-precision laser rangefinder meant making a significant financial investment, often pricing out casual players, junior golfers, and everyday club members.
That dynamic shifted when Blue Tees Golf entered the market. By pairing sleek, modern industrial design with high-end optics at an accessible price point, the brand quickly carved out a massive footprint across both direct-to-consumer (DTC) channels and traditional green-grass retail.
In Season 6, Episode 3 of the GBT Podcast, host Aboo Tayub sits down with Drew Koehler, Co-Founder and Chief Revenue Officer of Blue Tees Golf, to unpack the strategy behind their rapid scaling, the shift from hardware manufacturer to connected ecosystem, and what modern golf brands must do to win over today’s player.
From Enterprise Tech Strategy to the First Tee
Before launching Blue Tees, Drew Koehler spent years advising major enterprise clients on growth and go-to-market strategies at Gartner. That background in corporate tech provided a fresh lens when analyzing the golf hardware landscape.
“When we looked at the distance-measuring market, we saw a massive gap,” Koehler explains during the interview. “You had top-tier brands charging premium prices, and on the other end, cheap, unbranded equipment that lacked accuracy and design appeal. We set out to create the ‘value-premium’ segment.”
Rather than competing purely on price, Blue Tees focused on product aesthetics, tactile feel, and relentless brand messaging aimed at a younger, more lifestyle-driven golf demographic.
Navigating the Distribution Shift: DTC vs. Green-Grass Retail
Scaling a physical hardware brand requires navigating a tricky supply chain and distribution path. While Blue Tees initially gained traction through performance digital marketing and a direct-to-consumer model, sustained growth required entering traditional golf retail channels.
During the episode, Drew breaks down how Blue Tees successfully expanded into pro shops and major retailers like PGA TOUR Superstore without cannibalizing their online sales:
- Margin Protection for PGA Professionals: Structuring retail pricing to ensure club professionals and golf shops enjoy healthy margins on hardware.
- In-Store Merchandising: Creating high-impact, compact POP (Point of Purchase) displays that stand out in pro shop environments.
- Unified Brand Messaging: Maintaining consistent customer support and warranty coverage across both digital and brick-and-mortar touchpoints.
Expanding the Ecosystem: Beyond Optics
While laser rangefinders—such as their flagship Series 3 Max—built the foundation, Blue Tees is actively expanding into connected course technology.
From magnetic GPS audio speakers to integrated mobile apps, the brand is building a broader product ecosystem designed to enhance the entire round. In the podcast, Drew shares insights on how hardware integration and software features are shaping the next generation of distance-measuring tools.
🎧 Listen to the Full Episode
Catch the full 45-minute conversation with Drew Koehler on your platform of choice:
Explore Related GBT Coverage:
- Visit the Golf Business Technology Hub for more operational insights.
- Browse our GBT Podcast Archive for previous executive interviews.