The BigChilli
  • Home
  • ONLINE MAGAZINE
  • News
  • Promotions
  • Features
  • Restaurant Reviews
  • What's on
  • Social Events
  • The BigChilli TV
  • About Us
    • About Us
    • Social Media
    • Pricavy Policy
  • Contact us

From talented golfer to successful golf businessman

14/6/2020

Comments

 
Mike Moir
MIKE MOIR
Mike with Scott Hend, Kiradech and Prom
Mike with Scott Hend, Kiradech and Prom
After arriving in Bangkok 15 years ago as a talented young golfer, Michael Moir came up with a business plan to supply shirts for local golf tournaments. Today he heads up Fenix XCell, a successful international golf apparel company.
Originally from Aberdeen, this friendly 35-year-old Scot still plays a mean round of golf, and often partners with some of the stars on the European, Asian or PGA tours.

We caught up with Michael at his Bangkok HQ, to find out how he managed to successfully enter this very competitive world.

So why back in 2006 did you choose to fly half way across the world to arrive in Thailand?
Mike: Originally, I moved to Singapore in 2002 to spend time with my father, loved Asia, so decided to stay. I met my future wife just two weeks after arriving, and eventually I moved to Thailand.

How did you start Fenix XCell?
Mike: I met a couple who were in the golf business at a tournament, and after a brief spell working together, decided to buy their half of the business and Fenix was born.

Do you remember your first retail customer?
Mike: Yes it was Muang Kaew. Luckily, I knew the GM there and he took a chance with us. At the same time, we got our first custom order from a Singapore finance company, and delivered shirts for their golf event in Thailand.

What were the challenges back then?
Mike: Finding the right materials, while keeping to the suppliers’ minimum orders was tough. We were a small company, so had to rely on leftover fabrics.

The other main challenge was keeping all our customers happy. I remember I even took orders for just five shirts with multiple logos, and delivering them myself!
Picture
Family Man
Why do you think companies started to call you for custom shirts? Was it because you had sourced a fabric more suited to the Asian climate?
Mike: Remember, many pro shops back then stocked the European brands, with fabrics better suited to the colder climates, whereas our fabrics were ideal for the humid Asian climate.

Well, the word of mouth was fantastic, and golfers liked our quality.

That’s why in 2016 we rebranded the business to Fenix XCELL.

So, Fenix XCell has expanded since those early days?
Mike: Indeed. We now have offices in Singapore, USA, and in the Middle East plus distributors in 15 other countries, and we compete with all the major brands.

How did Scott Hend, the Asian Tour Order of Merit Winner, become one of your partners?
Mike: Scott was the first player to wear our products, and over time as he continued to win big events, he decided to buy a percentage of the business.

How did you end up caddying for Scott?
Mike: I actually helped him at Amata Springs at the Thailand Golf Championship as a favour. But a couple of years later, his caddy got injured in the pro-am in Macau, and as we were apparel sponsors for the tournament, I offered to step in.

Little did I realise that the course was like climbing Mount Everest. It was also hot, so carrying his bag nearly killed me!!! He did OK, however, and I am still waiting for my 10%!!!

After all these years your little black book must be full of useful contacts?
Mike: Yes, we have worked with many top blue-chip companies, including American Express, HSBC, Porsche, BMW, RICOH, plus numerous golf clubs including Thai Country Club, Castle Stuart, Hong Kong Golf Club, Centurion Club, Amata Springs and Clearwater Bay.

We also supplied the official apparel for the Thailand Golf Championship, the Hong Kong Open and numerous Asian Tour events.
Picture
Recently some golf clubs have asked you to help design and make their uniforms. How does that work?
Mike: I was chatting one day to a GM at his course, and he was explaining to me the hassle they had ordering uniforms each season, dealing with up to ten different suppliers. One would handle the caddie shirts, another their trousers and another the outfits for the waitresses.

Since that chat, we have started to offer a bespoke service for golf clubs, by taking over the designing, costings, manufacturing and deliveries. Seems to be working, as they now just have one point of contact.

Ironically, we were recently asked to produce shirts for a major Thai factory. Our materials seemed ideal for the hot factory floor, and their staff loved the designs too. So, offering our Custom Design service to any business, is an area where we will be definitely expanding our business.

Picture
With his son at St Andrews
Fenix is now producing Facemasks, right?
Mike: Again, I was speaking to this same GM who asked if we could also deliver some face masks with the club logo. Naturally as golf clubs are re-opening, they all need a reliable mask for their staff. By printing their logo on the mask, it carries forward the corporate look too. Better than staff turning to work in an assortment of home-made versions. Since then it has kept us all busy with orders coming in first from golf clubs, but now we are starting the print the masks for all types of businesses as well.

Now you’re a happily married man with a Thai wife and young son living in Bangkok, right?
Mike: I met my wife when I was only 18 while selling breast pumps to make some money, and she’s supported me from day one.  We’ve had our cultural differences, but she has been behind me all the time.

Who are some of the best-known stars you have played with?
Mike: In my time I have been lucky to play with Kiradech Aphibarnrat, Sandy Lyle, Ryder Cup Captain Paul McGinley and of course Scott Hend. I am not on top form right now, as I just do not have much time to practice. I play off three.

Finally, what are your top five golf gourses?
1. Isleworth
2. TPC Sawgrass
3. The National (Australia)
4. Clearwater Bay
5. Royal Dornoch
Comments

    RSS Feed

    Picture
    Picture
    Picture
    Picture
    Picture

    Categories

    All
    Attractions
    Business
    Crime
    Dining
    Diplomats
    Expat Women
    Fashion
    Feature
    Gourmet
    Health
    History
    Hotels
    Hot List
    Hua Hin
    Insight
    Motoring
    Patpong
    Schools
    Special Discs
    Sport
    Steak
    Technology
    Travel


    calendar of events


    Picture
Picture
About  |   Emag  |  Subscribe (print)  |  Newsletter |  Contact Us  | Advertise 

FOLLOW US

CURRENT ISSUE

2019 - 2021 so Far

The BigChilli July 2020
Jan 2021
FEB 2021
March 2021
April 2021
May 2021
June 2021
August
October
November 2021
December 2021
March- April 2022
Copyright © 2018 The BigChilli Co., Ltd. All Rights Reserved.
No. 8/2 FMA Group Bldg., 4th Floor, Room 401
Convent Road, Silom, Bangrak, Bangkok 10500

Tel: 02 635 5085 Fax: 02 635 5086  email: thebigchillimagazine@gmail.com

  • Home
  • ONLINE MAGAZINE
  • News
  • Promotions
  • Features
  • Restaurant Reviews
  • What's on
  • Social Events
  • The BigChilli TV
  • About Us
    • About Us
    • Social Media
    • Pricavy Policy
  • Contact us