Hourglass Golf

A club refurbishment and curation business with a strong eye for quality — but a barely functional Squarespace site that required manual intake for every component, could not showcase past project archives, and had no organized system for tracking orders or customer relationships.

This engagement started with a cold call. I reached out to Eliot Ross, the owner, told him what I saw he was missing, and laid out what I would do in his position. For a couple of months we talked and I freely offered input and advice. Eventually he wanted to meet at a golf course — and the working relationship began. The Squarespace site was the most immediate problem. Eliot had to manually manage every component of a refurbishment project — shafts, grips, ferrules, heads — with no structured way to present completed work or track what was in progress. The migration to Shopify using MigrationPro brought over all historical customer data so nothing was lost in the transition. The Airtable build gave him a coherent view of all orders — what is in progress, what has shipped, what needs follow-up. Before this, tracking lived in spreadsheets and memory. The email marketing layer was the final piece: when a new curated club or under-the-radar brand comes in, VIP customers get first dibs before it hits the site. Hourglass is a company that refurbishes great old clubs and curates new brands that deserve attention. The site and systems now match the quality of the curation. This is an ongoing, on-and-off engagement spanning three-plus years.