Case Study: Elevating 2nd Swing Golf’s Media Presence
“Louis consistently demonstrated a remarkable creative flair and a profound understanding of the nuances of content creation. His extensive knowledge of filmmaking principles and their technical applications was evident in the high quality of the course materials he helped produce. He possesses a keen eye for storytelling and a natural ability to translate ideas into engaging visual narratives…I am confident that Louis’s creativity, technical expertise, and passion for storytelling will make him a tremendous asset to your organization. He has my highest recommendation.”
— Coss Barnette, Talent and Development Manager, 2nd Swing Golf
Executive Summary
Business Description
2nd Swing Golf stands at the forefront of the golf equipment market, specializing in buying, selling, and renting both new and pre-owned golf clubs. With over $50 million in annual sales, they have firmly established themselves as a medium-sized powerhouse in the industry. Beyond just clubs, 2nd Swing offers expert club fitting services and a broad selection of golf apparel and accessories, serving everyone from avid enthusiasts to professionals. Their innovative, customer-centric approach has made them a go-to resource for golfers nationwide seeking quality, selection, and expertise.
The Challenge
Elevate 2nd Swing Golf’s digital presence and internal media capabilities amid a swiftly evolving e-commerce environment.
The Solution
Louis Fine Studios (LFS) partnered with 2nd Swing Golf to deliver comprehensive end-to-end creative solutions, including high-impact video ads, commercial photography, educational media, studio workflow optimization, and cutting-edge AI-driven voiceover technology.
The Results
Significant increases in website traffic and conversions.
Optimized media production workflows through AI and technical innovation.
Higher engagement and content consistency across all deliverables.
Strengthened internal skill sets through engaging instructional content.
Media Partnership Overview
In early 2025, 2nd Swing Golf brought Louis Fine Studios on board to execute a series of high-impact video projects, advertisements, and commercial photography efforts. Originally contracted for one quarter, LFS was retained for a second quarter thanks to the measurable results and the creative, technical edge brought to their media initiatives.
Key Project Contributions
Major Brand Ad Campaigns
While preparing for primary assignments, we kicked things off by collaborating on a series of advertisements showcasing the expert fitting services at 2nd Swing Golf, and inviting golfers with 2nd Swing for the latest clubs by leading golf club manufacturers PING and Mizuno. These ads aired repeatedly on major sports television channels.
The PMP Project: Elevating 2nd Swing’s E-Commerce Presence With Video
Responding to Google’s evolving search algorithm—which began prioritizing ecommerce pages with embedded video—2nd Swing embarked on the massive challenge of creating video content for over 1,600 products in just three months. Louis Fine Studios accomplished this by leveraging various AI technologies. Google Gemini was used for the quick development of scripts which were then manually refined and fed into voice clones on PlayHT voiceovers. The voiceovers would be merged with OEM assets and occasional original shooting using the Adobe Creative Suite. Here is an example of what one of these videos would look like:
Louis Fine Studios was integral to the success of this project, but not just because we produced these videos. Upon starting the project, there were a number of glaring issues with AI operations at 2nd Swing Golf, which were causing extreme bottlenecks in productivity. LFS radically improved the workflow and AI processes in the following ways:
Voice Cloning Innovation
At the start of the project, 2nd Swing Golf had only two voice clones sampled from conversational podcast audio. Only one was “useable.” Both were extremely prone to misreads, monotone in nature, and took between 10 and 25 iterations to get a useable voiceover take. Louis Fine Studios solved this by using advanced AI and audio engineering techniques to design high-fidelity voice clones of 2nd Swing’s media personalities, producing over 10 robust voices. This innovation empowered 2nd Swing to generate seamless voiceovers within seconds. And not just for this project. The quality of the clones were so good that they would even find use for future content and advertising initiatives at the company. Empowering them to get instant professional voiceovers, even when their key talent was unavailable. You’ll see examples of this later in this case study.
AI Workflow Optimization
Dramatically refined prompting strategies for Gemini, minimizing AI’s use of repetitive jargon and the number of script revision cycles necessary to start each video’s post production process.
These changes led to a substantial boost in video output and quality, enabling the PMP project to be completed within its ambitious proposed timeframe.
The project would end up being very successful. Since completion it has generated a significant and sustained surge in website traffic.
Stylish B-Roll & Pilot Concept Development
Produced creative pilots proposals and visually striking B-roll for product launches, such as the Taylormade r7 Quad Mini Driver campaign, further expanding the brand’s marketing arsenal with compelling video assets and the marketing/video department with ideas for future content.
Studio Efficiency & Gear Recommendations
Enhanced the technical capacity and workflow of 2nd Swing’s in-house media studio by evaluating and recommending new gear and software, solving technical problems and ensuring future projects could be executed more efficiently and at a consistently high level.
Golf Stix Value Guide
Spearheaded high-quality product photography and video advertising for Golfstix Value Guide, a subsidiary of 2nd Swing Golf. This work supported their club rental and trade-in programs for major golf courses and events across the country, while also driving new creative directions for video ads and social media content.
Digital Sales Tools Promotion
Concepted and produced an engaging ad for 2nd Swing’s new wedge customization tool, driving awareness and conversion for their innovative retail solutions. Fun fact, this is an example of one of the voice clones from the PMP project being utilized in future work. This voiceover in this video was done by one of the clones LFS produced during the PMP project.
Event Marketing – The 2nd Swing PGA Pop-Up Stores
Delivered a fast-turnaround photo and video shoot for a time-sensitive PGA pop-up store by 2nd Swing Golf, capturing the excitement of exclusive PGA Tour merchandise from the Quail Hollow Championship. Used creative videography, including dynamic drone footage and inventive dolly shots, to highlight the event in a manner that resonated with enthusiasts and casual fans alike. This voiceover in this video was also done by one of the clones LFS produced during the PMP project.
2SU Educational Content Production
The most intensive and creative project Louis Fine Studios made for 2nd Swing Golf. Designed and produced a comprehensive, ten-lesson course for 2nd Swing’s in-house educational platform. This program empowered employees to create expert media content, blending detailed instruction with comedic flourishes to ensure engagement and retention. In addition to scripting, production, direction, and editing, Louis Fine himself also participated on-screen, making training both authoritative and approachable. Here are some excerpts from the course:
In response to the quality of this project, which far exceeded anything previously made for 2SU, Coss Barnette, the head of 2nd Swing Golf’s 2SU Program, wrote the following testimonial:
“It is with great pleasure that I recommend Louis Fine for any endeavor he chooses to pursue in the digital content creation space. I had the privilege of working with Louis at 2nd Swing, where he was an invaluable contributor to a variety of projects for 2nd Swing University (2SU).
During his time with me, Louis was instrumental in the development and completion of a comprehensive course for our Learning Management System (LMS). This course was designed to empower participants to create compelling content for our digital channels. The curriculum focused on the essential elements of effective digital communication, including camera operation, narrative storytelling, and strategies for generating audience excitement.
Louis consistently demonstrated a remarkable creative flair and a profound understanding of the nuances of content creation. His extensive knowledge of filmmaking principles and their technical applications was evident in the high quality of the course materials he helped produce. He possesses a keen eye for storytelling and a natural ability to translate ideas into engaging visual narratives.
A proactive and enthusiastic team member, Louis is always eager to apply his skills and contribute to innovative projects. His passion for digital creation is matched by his dedication and his ability to collaborate effectively with others.
I am confident that Louis’s creativity, technical expertise, and passion for storytelling will make him a tremendous asset to your organization. He has my highest recommendation.”