How Bear Unified Four Golf Brands Into One Seamless Shopify Experience
True Temper
Visit SiteShopify, Solentris ERP
Brand Architecture Strategy/ Multi-Brand Platform Consolidation/ UX/UI Design/ Magento-Shopify Migration/ Shopify Custom Theme Development/ ERP Integration/ SEO Migration
Behind the Brand
True Temper has built and produced over 1 billion golf shafts since 1941 and are trusted by 78% of the tour field on any given week.
The brand has more than one name. True Temper’s golf portfolio spans four distinct brands: True Temper, Project X, SteelFiber, and ACCRA. Each brand is built for a different player, a different feel, and a different tier of the market. They share a parent brand but that doesn’t mean they share a market identity.
When the company separated its golf and hockey divisions, the golf business needed a digital home worthy of where it stood in the sport.
Four Brands. One Platform. No Compromises.
The Challenge
True Temper’s digital presence was fragmented in almost every direction. The site lived across Magento (Adobe Commerce) and WordPress. Golf had been carved out of a larger site that also served hockey and when the divisions split, the experience didn’t split cleanly with it. Critically, they also had no DTC at the time, relying only on their current B2B wholesale process for all sales.
Opportunities for improvement:
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No eCommerce foundation: a portfolio of tour-proven products with no way to sell them directly online.
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No cross-brand discovery: Each brand operated as separate islands with no path between them.
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Visual fragmentation: Inconsistent design language across brands made the platform feel like four different companies, not one portfolio.
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Technical debt: a legacy setup across Magento and WordPress that couldn’t support the growth and operational needs of a modern, commercially-focused golf brand.
A Brand Architecture Built for Scale
The goal was to bring four brands under one roof without flattening what made each of them distinct.
That meant solving for brand architecture, product discovery, UX, and platform strategy simultaneously (and getting them to reinforce each other rather than fight).
Our Work Included:
Brand hierarchy: True Temper as parent, four core brands and their sub-brands beneath — with navigation that guides users to where they're going.
Cross-brand discovery: "Explore other brands" paths on PLPs that connect the portfolio without derailing the journey.
Consistent PDPs: Standardized spec charts and comparison formats across every shaft type.
One storefront: A single Shopify instance — not multi-store or headless — with brand differentiation by page, collection, and product.
Distinct identities: Individual visual style guides for each brand, unified by a throughline that keeps them one family.
Elevation & Discovery of all Brands Under True Temper
One Platform. Four Brands. A Foundation Built to Win.
The early numbers reflect a brand punching above its weight. With no DTC marketing investment yet (pure design, UX, and the platform itself doing the work) the site had quadruple digits in daily sales in the first week.
Interestingly, B2B buyers also came immediately. Smaller wholesale accounts and trade buyers who historically bought through distributors or other traditional B2B channels started transacting DTC, a signal that the new site is working for the full range of how True Temper’s market actually shops.
Measurable Growth
Daily sales revenue goal
Keywords ranking in top 5
The Fairway Is Wide Open
The engagement didn’t end at launch. Bear and True Temper have an ongoing relationship that’s already building on what was put in place and the starting line is well ahead of where the team expected to be.
On the roadmap:
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Deeper brand visual differentiation: The team has identified this as an area with more to explore. The infrastructure is in place; the next chapter is pushing the individual brand identities further.
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B2B and DTC optimization: Now that both buyer types are transacting on the platform, the next priority is refining the experience for each and increasing conversion across channels.
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ICP clarity and channel strategy: With a clearer picture of who’s buying, the team is working toward targeted marketing that meets different buyer types where they are.
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Cross-brand merchandising expansion: The cross-sell architecture is live; continued refinement will deepen product discovery across the portfolio and drive AOV lift.
A Modern Platform, Built for a Legacy Brand
True Temper needed a new website. But they also needed a platform that could hold four brands, serve multiple buyer types, and grow alongside one of the most trusted names in golf. Bear built it.
Contact Us
Ready to bring multiple brands under one roof without losing what makes each one great? Let’s talk.