Golf should be fun.
Amidst the rallying cries of tradition and stability, we shouldn’t forget that a big part of what hooked us all is that it was fun. Part of that is molding it to your personality, and for years that aspect centered around the clubs we play and the clothes we chose to wear. However, in the past few years the ability to customize has reached levels which we never could have imagined, and there is no better example than the booming headcover game.
If you know anything about me, you know that I think stock headcovers are boring. Nothing against those who don’t, but I believe you are missing a prime opportunity to show your personality and have fun with it in a game that can be at times a bit stuffy. When it comes to the headcover game, the hottest and fastest growing name in the segment might just be Hatch Golf.

Who is Hatch Golf?
This is the question I posed for myself when I finally took the plunge and purchased my first headcovers from Hatch. Immediately after getting them in hand, I had to know as much as humanly possible because the quality of materials and stitching were among the best I have ever seen. With that curiosity in my mind, I reached out to Sean Farrell, owner/founder/mastermind of Hatch Golf to learn more about the brand as well as his interesting story in the golf accessory segment. To say he was ecstatic to discuss Hatch with our THP readership is more than just an understatement.

You can unequivocally feel his excitement via more detailed responses than I ever could have hoped for. We go all over the place with questions pertaining to the origins, the reasons, the growth, the future, and of course what it is like to be in the middle of absolutely ravenous collectors. Read on to see what makes the heartbeat of the brand so uniquely fun.
A Hatch Golf Q&A with Owner/Founder Sean Farrell
While more and more are discovering Hatch every day, some may not realize your existence in the headcover and accessory segment pre-dates that. Can you give a bit of a history and run down as to how things have gotten where they are?
I originally started the company back in 2018 as a hobby, when it was called Blue Birdie Golf. I was a freelance graphic designer at the time and wanted to combine my passion for design with golf. I loved customizing my golf equipment to my style and wanted to create one-of-a-kind designs.
At the time, I would send my designs off to get manufactured by another company. It was a lengthy process, and the designs often didn’t turn out how I’d hoped, so I decided to go all in and take on the entire process myself. A year and half later, here we are, both designing and manufacturing our own golf-goods from start to finish.

What is the origin of the Hatch name? How did you land on the egg logo as a bit of a calling card?
The name was actually an evolution of the original company name, Blue Birdie Golf. The tagline for Blue Birdie Golf was “Freshly Hatched Golf Goods”. So, when Blue Birdie became a full-time undertaking, Hatch was born!
Why do you think this segment is gaining the popularity that it is?
Golf is one of the few sports where you can really customize your accessories, but specifically, headcovers are transcending from the utility aspect and are becoming more of a collector’s item. People love to customize their bag with their own unique style, and headcovers are an excellent way to do so!
Your investment in doing things the right way and with maximum effort is more extensive than people may realize, this isn’t just a hobby for you is it?
Jumping into this was a total leap of faith. I’ve never worked with textiles or fabrics, much less a sewing machine! It took months to research and execute a ‘how-to’ process that resulted in the excellent product that we wanted to put out. Through lots of sweat and determination, I eventually figured out what products worked and how to create the structure of a head cover.
This was the beginning of a long road which included assembling a team of hard workers, and other aspects of the business to bring the vision to life. After months of babying the business, I can honestly say the team and product we now have makes me more than proud!

From my personal experience, there is a true quality difference with Hatch. Yes, the stitch counts are staggering, but the materials you are utilizing, inside and out, are exotic and fun, as well as accessible. How important is pushing that envelope for you?
I’ve spent more time on fabric websites than most have spent on golf tutorials on YouTube. I’ve worked with many awesome suppliers who’ve helped me source tons of unique materials. To date, I’ve probably only used about 10% of what we have in the shop. This is where my love for design both helps and hurts, I’m a perfectionist and work hard to put out the best of the best.

We all know that in this segment, creativity and execution are what make or break you. How do you go about planning out your next designs? Is there a fine line to walk as far as subject matter goes?
Design is extremely important. When I started Hatch, I did all the covers myself. As it grew, I had to hire help. Thankfully having 15+ years in the design industry helped create quite a few connections. I still design quite a bit – and all the concepts I come up with are tweaked in some way by me personally. I just don’t have time to create every concept from start to finish; however, I do create the covers that mean the most to me personally, and it will always be my favorite part of the business!

Avid might be an understatement for the headcover collecting game out there, you have quite the community growing on your Facebook page and interact directly with everyone, how is it dealing with us lunatics on a day to day basis?
It’s honestly the best part. The Hatch community is more like a huge family. I’ve made some amazing friendships through this journey, and I know many others have too. I’ve seen quite a few members of the community go out of their way to support a cause, send a cover to someone who finds it meaningful, and trade to enhance their collections!
As far as the FB group goes – I think the reason for the growth is partly due to Hatch’s transparency. I try to be as transparent as I can be about shipping issues, material woes, learning mishaps, and other things. We are still learning every day we are at the shop and love sharing a bit of the process with our customers too.

What does the future hold? There are rumblings of a custom program and there has been work with some university golf programs, is that something that we can expect to see expand?
I’d love to expand our product offerings. We’ve had more requests for hoodies, polos, and just plain apparel than I can count. We’re getting there but finding a reputable supplier with short shipping times is not easy. But I am always dreaming so I am sure we will find a way.
We are also working on a customs concierge program. We’re still working on the details, as they will be very limited. More to come on that soon!
So, it is safe to say the boom for Hatch in 2022 was just the beginning?
Yes. We’re still growing and have only just begun. Our goal this year is to work with some PGA tour players, increase our product offerings, look for bigger space, and a few secrets that I can’t share just yet!
A Brand on the Move
As you can see, the passion Sean has for Hatch Golf and their mission statement is as exciting as the products which they put out. Last year (2022) definitely saw them establish themselves as a brand and a real competitor in the accessory/headcover segment. It would appear that 2023 could be even bigger.
Do you have any experience with Hatch Golf and their products? Are you a collector, or simply an admirer? Be sure to comment below or join the fun on the THP Community to discuss all this and more!
Lots of info about the brand in the article. ?
As for the scarcity, it’s not artificial if they sell, and they do sell. No need to overextend inventory and water down the pool. That said, Hatch makes it more possible to hit than others in the segment by a large about .
I read it before I posted.
I didn’t see it address inventory issues they might face keeping items in stock. Or if their strategy is making all their items "Limited Runs".
I guess I just don’t understand the concept of ‘watering down the pool’. If they have the inventory compacity I don’t get why a company wouldn’t want to sell as many of a product as possible. When they are quality products they will always sell.
Or, are you saying that because they don’t produce a mass amount of product they are able to keep that quality level as high as possible?
It’s boutique/bespoke, the quantities are limited for demand, sure, but also quality. These companies create products of extreme quality and as you read in the article in the case of Hatch, it’s a small operation driven by Sean and his wife.
Putting this into a different perspective, do you think equipment OEM’s make as many as possible of every product? Of course not, because you have to manage inventory and demand. In the case of this segment by limiting numbers you keep demand high in addition to quality up.
Where did his brother in law go? I thought they ran this together?
Perhaps they do, we didn’t get into that in the Q&A so I couldn’t say, and wouldn’t want to speculate on it.
All I know, is Sean is absolutely on fire right now.
I completely get where you’re coming from with this. When I first started down the path I was bummed because I saw a few that I thought were amazing and wanted badly, but like you they were out of stock. So I researched a bit more and realized it’s limited run, high quality boutique like goods. I hit my first headcover this past weekend and felt great about doing it—
They did a one off Valentines cover today, and posted a video of them actually making it. Crazy the accuracy, craftsmanship and actual making of the cover. This isn’t mass produced 50 covers an hour type deal.
I thought I had seen it somewhere, but it looks like he just works with him.
WHO’S BEHIND HATCH?
My name is Sean Farrell. I am the sole owner of Hatch Golf Co. I designed logos, branding, websites, apps and more for over 12 years — until I quit to start Hatch full time. I worked with companies from the fortune 50 to small startups. I live in Michigan with my wife of 13 years and my daughter who is 5. I am in love with the game of golf and decided to combine that passion with my skills as a designer.
Besides myself, I was joined by my brother in law Brett Yost who quit his job of 17 years to come work at Hatch. Brett has extensive experience in production and quality control and has been a great addition to the team. Brett loves the game of golf, married of 9 years, and has two boys 5 and 2.
I appreciate the info and education. It does make sense to me with respect to Hatch Golf and the size of the operation.
The underlined is the literal definition of artificial scarcity though.
Glad you took the time to read it my friend!
Easter bunny, Humpty Dumpty, Easter eggs… the one with the dripping egg looks like some dude splooged all over a future baby…
Hopefully better designs in future
Definitely entitled to your opinion, but I’ll say that the uniqueness of it is what drew me to the brand over the Swag’s of the world.
And the way there has been copious trash talk in the swag communities recently has only driven me further this way.
I know I said it already – But I really enjoyed this. I feel like there are some other companies I would love to learn more about in the future. I have become a fan of these more ‘niche’ apparel / headcover / accessories companies
#fluffgate
Is this a Swag burner account?!? ?
I wouldn’t take that comment too seriously. Trolls gonna troll.
But you’re right…. and honestly I get it – the egg logo isn’t tops on my list, but funny enough, I feel the same way about a skull ?
Hatch has plenty of eggless designs to find something else if that is not someone’s thing.
yeah, lots of options, and they’ll continue to improve on both design and variety like any other brand eager to improve.
I’m tired of the “they only do eggs” arguments from some, that isn’t the case.
And imo they’re already tops in materials and stitching.
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I can vouch for the quality. It is top notch!
and potentially fluff! ?
I will say the Hatch driver "fluff" seemed very similar to my Swag FWY "fluff" and the Swag FWY was from the mystery box last year, so a more recent cover. #Fluffgate
They are killing it on the use of different materials.
How often are their releases?
They seem to do one every couple weeks- Here lately has been more frequent and they hit major tournies etc.