The Inside Story of Sugarloaf Social Club

Good things come to those with the right sensibilities.

Described by CEO and Founder Ian Gilley as a "happy little accident", Sugarloaf Social Club was that one idea that was never really meant to become a full blown operation, let alone a pioneer brand that holds such a beloved space in so many golf nerds' hearts. But it did. At one point, the SSC Instagram had more followers than Golf Digest. And 14 years later, SSC has begun a new phase, one equipped with even bigger ideas and collaborations soon to come.

In the brand's YouTube debut, you follow alongside Gilley as he walks you through the inception and journey of Sugarloaf. From what started out as a graduation group chat amongst friends about to bid ado to their simple lives as college golfers before being thrust into the real world to the establishment of an LLC in 2017, you get a glimpse of the world Gilley and co. have created. Spoiler alert: it’s pretty damn cool.

In short, Sugarloaf is one big ole group chat, connecting the golf-obsessed with one visor at a time. But on a much deeper, more meaningful level, Sugarloaf Social Club is a testament to building a community in this game and what’s not already there, you can simply create. There’s no right or wrong way to experience golf—there’s just your way.

Mad love.

Reader Note: Skratch and Sugarloaf Social Club are both subsidiaries of Pro Shop, Inc. While we are not encouraged or required to cover SLSC, you may find editorial coverage about the brand often, as our editors genuinely appreciate its mission and place in our sport.