Stronger Together: Golfasian และ Fenix XCell

Stronger Together: Golfasian and Fenix XCell Join Forces

Bangkok, Thailand: Golfasian and Fenix XCell – two of Southeast Asia’s most upwardly mobile golf companies have joined forces in a strategic partnership primed to bolster the burgeoning international reputations of both organizations.

By combining their resources, Mark Siegel, Owner and Managing Director of golf tour operator Golfasian, and Mike Moir, Founder and Managing Director at apparel company Fenix XCell, are confident of increasing their respective market shares as well as expanding their international footprints.

American-born Siegel, who’s spent more than three decades in Asia, said “Our ambition is to be the largest and most successful golf company in Southeast Asia and Thailand.

“There’s always been a good chemistry between me and Mike. We feel now is the right time to merge and become more vertically integrated."

“This move is a sign of the long-term confidence we have in Golfasian, Fenix Xcell and the golf industry. Demand for golf is up 20% around the region and will only increase as travel resumes."

Scotsman Moir is equally bullish. He said: “Mark and I share the same vision for global expansion. We have the two biggest Thai-born companies in the Thai golf industry. We believe we complement each other and will grow stronger together."

One of the most respected inbound golf tour operators in Asia, Golfasian started in 1997 and maintains a membership base of more than 325,000 golfers.

In 2019, the company brought in over 20,000 golf tourists, who played 150,000 rounds. Golfasian received the ‘2020 World’s Best Golf Tour Operator’. This year, Asian Tour Destinations welcomed Golfasian as the only tour operator as part of the exclusive network of golf clubs with direct ties to the Asian Tour.

Like Golfasian, Fenix XCell has flourished since its inauguration in 2009.

Over the ensuing 12 years, Fenix has not only catered to the corporate event market but become a brand, with its shirts on the shelves of pro shops and on the backs of both casual golfers and touring professionals around the world.

Since the Covid-19 pandemic took hold, Moir has pivoted with agility, significantly beefing up the online presence of Fenix Xcell, which now represents a thriving string to the company’s bow.

Moir said: “There’s no denying these past couple of years have been tough. Now is a suitable time to be solidifying our position, which is what we are doing by combining with Golfasian.

“Having started as a small company in Bangkok, catering predominantly to a Thai market, we’re now an international brand showcasing our products on a global stage. Formalizing our relationship with Mark has been a long time in the making. I’m certain it will be mutually beneficial."

Siegel and Moir see opportunities for Golfasian and Fenix XCell beyond Asian boundaries, breaking into the hitherto largely untapped markets of Europe, the United Kingdom, and the United States.

“With more than 11 years of experience behind us, and being established in the Asian market, we want to extend our ambitions abroad, and in particular, to the United States," said Moir, whose move into America prompted the launch of a new sub-brand focused on contemporary American fashion, Private Estate.

“We now have offices in Australia, Singapore, the United Kingdom, the United States (Florida), and the Middle East, as we continue our push to compete internationally with the biggest brands in sports apparel," added Moir.

Industry figures were quick to offer their support for the new partnership.

Multi-time European Tour and Asian Tour winner Scott Hend became Fenix’s first global brand ambassador. The Australian said, “the partnership makes two great companies even better." Stacey Walton, General Manager at the award-winning Banyan Club in Hua Hin said, “It’s a pleasure working with both Golfasian and Fenix Xcell individually and I look forward to an even stronger partnership together.

Mr. Tanes Petsuwan, Deputy Governor of The Tourism Authority of Thailand commented, “Its rewarding to see Thai companies join forces and branch out on the global stage. This only reaffirms the image of Thailand as the world’s best golf destination."