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Volume 23 No. 13
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Montag Group helping golf site No Laying Up to raise its game

The Montag Group has started representing No Laying Up — golf’s answer to soccer’s “Men In Blazers.”

Founded as a golf blog in 2014, No Laying Up stars five millennials who quit their jobs to concentrate on growing their blog. Combining an irreverent voice with access to some of golf’s biggest names, like Tiger Woods and Jordan Spieth, the group has picked up a cult-like following of young, male golf fans that advertisers want to reach.

No Laying Up has built a nice business over the ensuing five years. It expanded into podcasts, videos and merchandise and has signed three significant sponsorships with Callaway, BMW and Charles Schwab.

Amid that growth, the site has kept its humble roots. The founders produce most of their shows out of a house in Jacksonville Beach, Fla., that they call “The Killhouse.” One of the group, Neil Schuster, runs the venture’s merchandise business.

No Laying Up signed with Sandy Montag’s agency to accelerate growth.

“They’ve gotten to this point completely organically,” said The Montag Group’s Gideon Cohen, the agent who signed No Laying Up. “One of the reasons they brought us in is to figure out how to get to the next level. There’s a ton of growth potential there.”

Last month, Cohen signed Kingmade Jerky to a deal where it sponsored three live Twitter shows after the British Open. It also will sponsor an undetermined number of podcasts.

“We’re selling a lot of good sponsorships,” he said. “The content is becoming a lot more prolific that the guys are creating.”

At the end of August, the group will host its first event — a 100-person tournament in Denver.

“It sold out in less than five minutes,” Cohen said. “At each event, they’re doing a live podcast and throwing a party. The event business is going to continue to grow. The sponsor business is going to grow.”

Cohen has been talking to TV networks about getting the group to contribute on-air during events.

“The brand, independently, means a lot right now,” Cohen said. “We don’t want to lose that independence. It’s a question of who are we going to partner with? Is it going to be distributed across a network, or a digital network, or a linear network? There’s a lot of things that we’re exploring right now.”