July 29, 2024

"Level 3. I'm going to play until the end of this life."

In 2018, after living back in LA for a six month stretch, I took a surf trip to Bali on a whim.

I had been contemplating a new golf bag. A bag for the fresher, younger, free-er version of golf that had been slowly showing its face around the munis of LA.

But I couldn’t think of a name. Every day I thought of a dozen or more terrible names.. And without a name, I couldn’t visualize starting a brand.

So I was in Bali. Surfing every day. Eating street food. Meeting way cooler people than me living way cooler lives. And after three weeks of twice-a-day surf sessions, I took one of those cool people up on an offer to go out for dinner and a Bintang.

It was a nice place and, more importantly, it had a nice restroom - a beautiful thing when testing the menu abroad.

So I found myself in the bathroom, grateful for a clean and private setting, and on the wall right in front of me - in sticker form - was MNML. It wasn’t exactly MNML. It was M, backwards N, M, L. And when I downloaded the Russian keyboard to my phone, I found some underground brand that was literally indecipherable - to me at least.

But more than that, I found the name of the golf bag company I would create; MNML GOLF.

The next day I booked a flight back to LA.

Walking up Highland from 4416 to Summers Bar (dead now but once my favorite hole in the wall), a formerly boarded up building somehow had newly painted walls and a fresh FOR RENT sign in the window.

I called the number to 3912 Highland Ave and left a message. 10 minutes later I got a call; “I literally put that sign up less than an hour ago” said the guy. “How much is it?” I asked. “860sqft, $3300/month. $3300 deposit.”

How could I not?

August 2018, MNML GOLF was born.

Level 1.

Three years later, the space, turned studio, turned golf studio, turned skatepark, turned into an investment for an investment group. MNML GOLF would have to find a new home.

What we found was 4,000sqft in Redondo Beach at covid pricing ($1.95/sqft). Sure it was 2.5x the rent. But it was 5x the size!

I took the leap. Signed the lease. Paid the deposit and rent. Said some positive affirmations. Built MNML GOLF CLUB.

Level 2.

Three years later, we are making a profit. Not a large one, but a profit.

Seems as good a time as any to take another leap.

Level 3.

“I'm going to play until the end of this life.” - Tomorrow and Tomorrow and Tomorrow by Gabrielle Zevin - The book I’m currently reading.

I’ve often referred to life’s challenges as levels of a video game. Probably because I grew up in the 90’s. And probably because I like the way it makes me feel to view challenges as a game. If you know me, you know I do my best to see the best in people, things, situations, life… I’m not always successful. But I still try.

Enter stage north, MNML GOLF CLUB Pasadena. In some ways I feel like an idiot. Just when we are finally at a point where we can rest, pay the bills without stress.

Here we go signing up for Level 3. But what the heck.

If it’s a game, you can’t lose unless you die.

Here’s to living.

Oh and PS. This couldn’t/wouldn’t have happened without the team. Rob, Campbell, Nicolle, Axel, Alex, Bryce, Scratchy, Shelly (you’ll be back), and Hannah. You all make playing the game worth it.