Making Golf Weird (and profitable)
There’s nothing traditional about Mordechai Hoffmann’s founder journey- except maybe the part where he started his first real business in a garage.
At 19, he was helping run a family startup that sold luxury watches online. He didn’t have a fancy title or a polished resume, but he had access to the backend of the business. That meant learning everything—product listings, Photoshop work, customer service, sales, Amazon, eBay, you name it. That hands-on crash course became the blueprint for everything he’d do next.
After years of working inside other people’s companies—some family-owned, some venture-backed—Mordechai finally took the leap and started something of his own. His early e-commerce ventures focused on Amazon private label products in the plastics space: steady, profitable, and designed to run lean. But he wanted to build something more creative—something with a soul.
That came in the form of Red Moose, a shoe care brand he helped scale from a few SKUs on Amazon to a 100+ product business with DTC, retail, and wholesale traction. His secret weapon? Marketing that didn’t feel like marketing. Custom cleats on pro athletes. Hand-delivered kits that got airtime during Mets games. Bold packaging and experiential events.
“We were a shoe polish company,” he says, “but we made people feel something.”
It worked. But Red Moose wasn’t his company—it was someone else’s vision. So, after nearly five years, he walked away.
Now, Mordechai is building his own vision from the ground up. His newest venture is Blurrd, a golf lifestyle brand that’s trying to do something nobody else in golf is doing: be loud, weird, design-obsessed—and still deliver elite-level performance gear.
It started with a hunch and a $65 golf shoe cleaning kit. He created it in a week and brought it to a New Jersey golf tournament. It sold out in hours. That was the lightbulb moment.
“Golfers love gear,” Mordechai realized. “And they’re not nearly as price sensitive as most consumers.”
So he and his co-founders—a custom cleat designer and a lifestyle content creator—got to work. They didn’t want to make polos or hats like everyone else. They started with gloves. Really good gloves. Made in the same factory as a lot of the big guys, but with “out-there” cartoon designs that look like streetwear for your hand.
They dropped 2,000 units. Most sold within weeks. But the biggest surprise? Their best-performing demographic wasn’t young, trendy golfers—it was players aged 50 to 65. “They’ve been playing the game forever. They’re tired of boring. They’re looking for something fresh.”
Now, Blurred is gearing up to release a lot of exciting new designs in a variety of categories within the golf space—you name it, they’re working on it. Think of it as a design studio for what goes in the bag. Mordechai calls it “lifestyle meets art meets golf.”
His goal isn’t to be the next Nike. It’s to build something with staying power. Something fun. Something profitable. Something that makes even the most traditional golfer pause and say, “Wait, that’s kinda sick.”
Because if you can get a 60-year-old country club guy to wear a glove that looks like it was drawn by a graffiti artist?
You might be onto something.
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