Reading the Green: How BIG MAX Golf Uses Decision Intelligence to Manage U.S. Growth

The Challenge

Before Decision Intelligence, BIG MAX Golf relied on conversations with retail accounts, calls to individual stores and in-person visits to understand what was moving. The information could often be found, but gathering it took time and produced only a partial or delayed picture of performance.

For a lean U.S. operation, the issue was scale, not effort. Every retail door mattered, and the team needed to know which products were gaining traction, which locations needed support and where the next opportunity might be. Without a consistent view of sell-through and inventory, it was harder to direct attention quickly or enter buyer meetings with the full story behind the business.

“Before Decision Intelligence, we could find the information through calls and store visits, but it was not as timely and required much more work.”
 Doug Wright, CEO, BIG MAX Golf U.S.

The Solution

BIG MAX Golf selected Decision Intelligence to bring its retail performance information into one dependable view. At the beginning of each week, Wright uses the platform to review sales, inventory and sell-through across customers, doors and products. That consistent rhythm replaces scattered store checks with a clearer understanding of what happened, where inventory is moving and which areas deserve attention.

The value is not simply having more data. Decision Intelligence gives Wright the level of detail needed to move from an overall account view to the stores and products behind the result. For a company building its U.S. presence deliberately, that visibility helps turn limited time and resources into more focused action.

“Once I saw the level of retail data Decision Intelligence could give us, it became an easy decision to invest.”
– Doug Wright, CEO, BIG MAX Golf U.S.

“With Decision Intelligence, I can go into buyer meetings already knowing what needs to be addressed. I do not want to discover an inventory issue for the first time while sitting in the meeting.”
– Doug Wright, CEO, BIG MAX Golf U.S.

The results

BIG MAX Golf has expanded into new customers and stores and doubled its U.S. sales so far in 2026. That growth reflects the strength of the brand’s products, retail execution and expanding market presence. As the business builds momentum, Decision Intelligence helps Wright manage it with a consistent view of sales, inventory and sell-through.

The platform helps BIG MAX identify which products are performing, where additional support may be needed and how to prioritize the team’s next move. That insight is especially valuable for an established global brand operating with a focused U.S. team: the company can stay close to store-level performance without adding layers of manual reporting or waiting for a retail partner to surface an issue.

The same visibility strengthens conversations about future distribution. Wright can walk into buyer meetings knowing the sell-through in the doors BIG MAX already has and use that performance to support a more informed discussion about additional placement. As the U.S. organization expands, the data can also help guide store visits, training and retailer support so the team focuses its effort where it can have the greatest impact.

“When I ask for more doors, Decision Intelligence gives me the sell-through in the doors we already have. That data directly affects the conversation I can have with the buyer.”
– Doug Wright, CEO, BIG MAX Golf U.S.

BIG MAX Golf’s experience shows that detailed retail visibility is not only for large teams with mature distribution. It can be even more valuable for a growing brand that needs every decision, retail relationship and hour of effort to count.