Executive Highlight

Joe Annotti

Founder and CEO, Skull & Bogeys Golf Co.

Industry: Retail

Business Founded: 2025

Phone: (904) 615-7504

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How long have you been in your industry?2 months

Why did you choose your industry?The most direct opportunity to engage customers in a meaningful, tangible way in order to drive change and improve our communities

Who are your typical clients?Our customers are people who’ve taken their lumps — recovering addicts, leaders, parents, business owners, and everyday fighters. They’ve spent years creating, providing, proving, and now they crave meaning. They want to wear something that reflects who they’ve become: resilient, grounded, and still in the fight. They want to look good, feel confident, and stand for something real.

What do you like best about being in this industry?Most apparel brands feel empty — all style, no soul. Just cost without value. Customers are tired of buying products that stand for nothing. We like this industry because we believe that no one should have to choose between looking good and doing good. Every purchase should be a reflection of who you are and what you’ve overcome and what you want to be.

What are common problems you see?I think our customers are overloaded and desensitized. Deep down, they’re trying to reconnect with their sense of purpose and pride. They want to be reminded that they’re more than their past, their scars, or their mistakes. More so, they want to be reminded that their past, scars, and mistakes are an indelible part of their history, but not that future - that’s for them to write.

What advice/tips do you have for clients?Be kind to yourself - there is no worse enemy than your own self assessment. If you can give yourself some grace, you can reconnect with a sense of purpose and pride. It really comes down to the recognition that your past, scars, and mistakes are an indelible part of your history, but not your future - that’s still very much for you to write.

When is your busy season?We've only been open for 2 months, so we're not sure yet!

What keeps you up at night?I really hope "If you build it, they will come" is true

How do you market yourself to grow/expand your business?Authenticity, vulnerability, and trust. We can't sell anything meaningful until people know our brand to be a bastion of hope, courage, and reliability.

How involved are you in the community?We don't existing without our community, pure and simple. It is because of the recovery community that I'm even here, and because of their ongoing support that I was able to start the business. In honor of that incredible gift, we donate 25% of our net profits to addiction recovery charities, as well as other local nonprofits like food banks and mental health groups.

What is your favorite not for profit or charity?NamaStay Sober in Boston, MA

What advice would you give to someone thinking of getting into this business?Learn from everyone and the community is your best opportunity - just start talking to people and doors will open.

What do you enjoy doing in your free time?Golf, playing games with my kids, traveling / trying new restaurants with my wife

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