What it's like to build a golf brand from scratch? | Interview: Aretera Co-Founder Alex Dee

On this week's episode of Fully Equipped, GOLF's Jonathan Wall and True Spec Golf's Kris McCormack sit down for an exclusive, in-studio, interview featuring Aretera Co-Founder Alex Dee. Known for his work on Fujikura's Ventus line, he explains what it's been like starting a shaft brand from scratch and their vision for impacting the golf equipment industry. -- Thanks to our official sponsor Golf Pride and their new Reverse Taper putter grip. It’s the most crucial split-second in golf. You can’t worry about if the ball is going in the hole or not – if you haven’t worried about what’s happening at impact. That’s what led Golf Pride to design a grip to ensure you’re set up to succeed in that split-second. The very moment where the putt is decided. With REVERSE TAPER technology to ensure you have a more consistently square face at impact. A grip that’s most impactful, during the most impactful split-second in golf. These new grips are now available. Visit https://Golfpride.com to learn more.