Dragon's Den: Shaft Skinz

Last updated: 5th February 2010

Martin Greeves is the Director of Shaft Skinz and has appeared on the BBC's Dragon's Den programme. Now he enters the Golf365 Dragon's Den.

Maybe our Den is not quite so intimidating as the real thing - and it certainly lacks the financial clout (sorry, Martin) - but we thought we would enter into the spirit of the programme to find out about Martin's product ...

Voiceover: Martin Greeves is a designer from Northern Ireland who has worked with of the likes of BP/Mobil, Pepsi, Lynx, Imperial Leather and Norwich Union. He's trying to impress the Dragons with his colourful golf accessory that looks set to bring a bit of character to the game. Will he walk away with the investment he seeks?

Martin: Hello, Shaft Skinz is a component product that offers golfers the opportunity to both decorate and protect the shafts of their clubs. Wafer thin, pre-printed plastic film sleeves slide over the grip and are shrunk onto the shaft in a matter of minutes using a strong domestic hair dryer before any excess is trimmed away. The process takes just minutes and the sleeves are easily removed and replaced. We have a selection of 48 different designs that customers can choose from. The sleeves are suitable for any shaft type so can be used by everyone. Shaft Skinz represents a unique opportunity to protect what is a valuable asset whilst making a bit of a splash on the course, be that on the first tee or the 18th green.

Golf365 Dragon (initially adopting a genial but intimidating tone): Hello Martin, I'm Matt Cooper. You mentioned the dual purpose - protection and decoration. Can you talk us through the protection aspect?

Martin: Sure. Our shafts take abuse from the moment we first put them in them in the bag. We take them in and out and the shafts rub against one another, we ride around in carts or toss the bag into the boot of the car and the shafts jostle against one another. This, along with the better known phenomenon of bag wear on graphite, takes its toll. Graphite paint rubs away, weakening the shaft leaving an unsightly blemish and steel ultimately rusts in damper climates. Shaft Skinz forms a protective skin (that also carries graphics) and becomes the first barrier to damage. They're not meant to be thought of as permanent but do reduce the abuse. Over time they will become less glossy and, if you're the sort of person who, even though they feel resistance, continues to push their club to the bottom of the bag, then you may start to see small holes appear on the steps of the shaft. However, the material is very tough so, even with small holes, the plastic will not continue to tear. There is nothing in the ambient conditions that will affect the material (light, heat, cold or moisture) so if you had a divided bag that kept the clubs separate then the sleeves could conceivably last for several seasons. Ultimately though, the beauty of the product is that they can be removed in seconds leaving no residue; no evidence of ever having been there. So, you can change your look when the mood takes you.

Golf365 Dragon: Okay I can see young golfers enjoying this idea.

Martin: That's what we're seeing. Our customers tend to be lower handicap golfers and guys who really want to stand out as soon as they hit the first tee. The sleeves go on every type of shaft - graphite, steel, stepped, tapered and even round the bends in putter shafts - so you can stand out with every club in the bag, wherever you are on the course.

Golf365 Dragon: What about tour professionals? I can think of a few who would like to stamp their personality on their clubs.

Martin: Yes, and there are many who already have - 60 to date - and they've even won with them on. We recently recorded our 7th Tour victory with a Shaft Skinz user. You can see pictures of all the players who have put Shaft Skinz into play on our website. Most of those are on the LPGA and Ladies European Tour but that's because we have representatives on those tours. Getting access to the PGA Tour has proved more tricky.

Golf365 Dragon (adopting a faintly menacing tone because he realises he's been too friendly so far): Your business plan seems to have focused on the US - how do British golfers get hold of them?

Martin: Shaft Skinz could best be described as a component product - like a grip or shaft - so the best way to get them is to ask your local pro or golf specialist retailer about getting them into their shop. They will then be in a position to put them on for you. We are just at the point of introducing them back into the UK market having ironed out many of the issues we had with the early concept so are very keen to hear from head pros, club fitters and golf retailers. If you're the sort of person who fits their own grips or you're handy with a salon grade hair dryer then you can easily fit them yourself having ordered them from our website. They ship from the US so may take a while though.

Golf365 Dragon (remembering to look sceptical): How easy are they to apply?

Martin: With a suitably strong hair dryer (2kw) they're really easy. We've even had it said by some club fitters that they're "idiot proof!" However, you need to take care to follow the instructions carefully. The key is to be patient so as to get the desired results. The process should take around 3-4 minutes. We have a movie on the website showing just how to do it.

Golf365 Dragon: How can golfers get hold of them?

Martin: We have started adding retailers in Northern Ireland because it's where we are based but generally, at the moment, it will have to be via the website. Keep checking our list of retailers on www.shaftskinz.com/retail over the coming season to find a stockist near you as we add them.

Golf365 Dragon (now adopting a Scottish accent, scowling and trying to sound like a tough businessman): Are these things legal? Do they impair club performance? I take it you've addressed those concerns?

Martin: Good question. The product is fully rule conforming to the R&A Rules of Golf (and the USGA equivalent) so the product can be played at any level all over the world. As for how they affect the shaft performance, we have had them tested and know that adding a whole Shaft Skinz sleeve to a driver typically adds around 1/2 of one swing weight (about 4g evenly distributed). Pros start to feel a difference of about 2 swingweights and at 3 swingweights most amateurs will start to detect a difference. We are clearly some way shy of that. In terms of stiffness, the increase is like the difference between your 5 and 6 iron (0.005%) - simply undetectable to the human hand. It's for this reason that we are in play by so many pros who aren't so worried about protecting their shafts but do love to stand out from the crowd!

Golf365 Dragon (raising a cynical eyebrow as he asks the question): What price will they retail at?

Martin: Your local retailer will typically charge you about £22.95 for a pack of 4 sleeves fitted on your clubs. If you order them from our website, the 4 will cost £12.95 per pack plus shipping of £5 from the US which, to the UK, can take anywhere from 1 to 3 weeks.

Golf365 Dragon: You appeared on the Golf Channel in the States - could you tell us a bit about that?Martin: Yes, that was a show entirely dedicated to golf inventions called 'Fore Inventors Only'. There were about 1,300 entries and it operated a bit like X-Factor in so much as products were knocked out on a stage by stage basis. We reached the top 10 so were very proud of the achievement and the experience was fantastic. Receiving such positive feedback from so many people, seeing TV production from behind the camera and meeting other like-minded inventors were the best bits.

Golf365 Dragon (excited that he has remembered a high-powered business term he can use, but remembering to remain tough and inscrutable): What about projections for 2010?

Martin: Things are really starting to get busy - we just got listed in a huge golf chain store in the US which we're very excited about. At a time when people may be less inclined to spend money on a new set of clubs, we're noticing they are increasingly intent on looking after what they have better and making them look the best they possibly can! 2010 is going to be the year of colour!

Golf365 Dragon: Thanks Martin. I'm impressed. If I was a real Dragon I'd now be stumping up the cash and trying to take a ludicrously high percentage of your business.

For more information about Shaft Skinz and to see footage of Martin on the real Dragon's Den and the Golf Channel, go to the website