How Two Golfers Turned a Joke Into a Brand

What happens when a joke between golfers starts looking like a real business? Frank and Haley Bassetti take a spontaneous idea sparked by two twisted golf tees and begin building Twisted Tee, a premium golf apparel brand for players who love the game without taking themselves too seriously. They reveal how they created their own branding with AI, navigated overseas sourcing without ever meeting suppliers face to face, rejected products that failed their quality standards, and built an audience before inventory was even ready. Their journey explores the uncertainty of entrepreneurship, the value of trusting the right relationships, and why premium golf apparel can still have personality. For two founders betting on themselves, every decision brings Twisted Tee closer to their vision of “Golf, Slightly Twisted.” Key Takeaways A business can begin with a simple observation, but turning it into something real requires consistent action and willingness to take a risk. Building a recognizable brand means obsessing over details, from the logo and trademark to materials, collars, tags, and functionality. AI can help early-stage entrepreneurs rapidly visualize and develop a brand concept without a traditional design background. Overseas sourcing requires patience, clear communication, quality control, and a willingness to change suppliers when the product does not meet the vision. Building social media awareness before inventory arrives can create opportunities, attract suppliers, and establish a market before launch. Notable Quotes “We just meshed it together and created it all on our own.” “We wanted something that is going to go into the future.” “Our goal has always been to try to keep the pricing lower... still a very high quality product.” “When you’re with friends and family, you want to be out there and have a good time.” “We have a lot of love and passion behind this and just good vibes going into this.”