SBD/February 15, 2013/Media

Steve Elkington Becoming Known As Much For Social Media Presence As For His Golf Game

Elkington's SecretInTheDirt.com is a distinctive golf instruction website
Golfer Steve Elkington and several associates have "dove into the digital computing universe in ways no other athlete has attempted," according to Brett Avery of GOLF WORLD. They began in April '10 by creating SecretInTheDirt.com, a "distinctive golf instruction website with an iconoclastic audience mirroring Elkington's quest for swing-related discovery." They then "swiched gears in the second half of 2012 and, in a fevered rush, created an iPhone app, CapZoo, that propelled them into Sillicon Valley's social-media revolution." Elkington will "promote Secret, CapZoo and some of the best-known digital companies on his apparel and bag" as he makes his Champions Tour debut this season. Elkington's ventures have "five full-timers, and he is juggling the quest for venture capital and growth." The website currently "resembles a percolating grillroom or practice tee occupied by rank beginners and tour winners alike." The site's message board, "The Forum," features "everything from swing theory to on-course confidence builders." Another section called "The Vault" includes more than 1,000 instructional videos. Through "organic growth Secret has members from more than 125 countries." SecretInTheDirt co-Founder Mike Maves equates the site's "30,000 unique monthly visitors to Twitter, where a core stokes conversation and far more read and retweet." Avery notes CapZoo is available for iPhone users and "destined for other platforms." CapZoo aggregates "text, photos, video and sound into a quasi time capsule with its own URL for emailing or posting to Twitter, Facebook and other sites." The "magic was centralizing social-media technology more than inventing it." Elkington is traveling this year in a "massive two-story trailer," which will "serve as home and office." The trailer occasionally will host users of both SecretInTheDirt and CapZoo, as well as "business partners, including digital companies Elkington says are eager to sponsor golf" (GOLF WORD, 2/18 issue). 

TRAVELING IN STYLE: GOLFWEEK's Forecaddie notes Elkington's "customized 1,200-square-foot Anderson Mobile Estate" RV features a "putting green downstairs and a full bedroom, master bathroom and sitting area upstairs." Then there are "multiple bars and TVs and a steam room." Expandable on the "sides and featuring one-way glass, the 46-foot-long trailer is similar to the one owned by actor Will Smith." Elkington "spent $200,000 remodeling" the inside of the RV. Elkington: "I'm going to try to host sponsor dinners in there and spice it up a little bit. I'm selling accessibility and branding in a whole different way" (GOLFWEEK, 2/15 issue).
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