Gentlemen's Collective Podcast Is golf still the gentleman's game? - Jason Hiland
Mar 5, 2026
Jason Hiland, owner of Sub 70 and lifelong clubmaker, shares stories from building handcrafted clubs for notable names. He talks about golf’s shifting culture from strict etiquette to a more social, music-and-drinks vibe. They explore how younger players, social media, and inclusivity reshape courses, plus why authenticity still wins and how personal growth and relationships change in your late twenties.
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How Sub 70 Began As A Handbuilt Direct Brand
- Jason Hiland built Sub 70 by hand in Sycamore using a direct-to-consumer model to offer custom clubs without retail markups.
- He started in 1996 with Diamond Tour Golf components and pivoted in 2015–16 to a boutique DTC, Nordstrom-level service approach.
Golf As The Post-College Male Clubhouse
- Golf becomes a social clubhouse after college, replacing the frat-house as the primary male hangout and business networking space.
- Jason says men meet on Saturday afternoons, play, drink, and socialize, making golf appealing across ages and careers.
The Younger Generation Reframed Golf As Fun
- Younger generations brought an experience-first ethic to golf: music, drinks, and fun over strict etiquette.
- Jason welcomes this reset, saying it broadened appeal and made golf less intimidating to new players.