[New Challenge] Sanghyun Lee, Mate Mobility CEO "This is a New Challenge"

Korea Callaway Golf 33 Years Experienced Golf Expert
Single-Seat Golf Cart Single Production Starts New Life
"Expanding to Japan and the US to Conquer the Global Market"

Lee Sang-hyun, CEO of Mate Mobility who led Korea Callaway Golf for 33 years, has reappeared in the golf industry after four months. This time, he made a move not with clubs but with golf carts. It is the single-seater cart called ‘Single’ introduced by Mate Mobility.

On the 26th, the Single was unveiled at a product briefing held at C Society in Seongsu-dong, Seoul. CEO Lee stated, "Single will open a new culture of golf beyond just a means of transportation within golf courses," adding, "I will devote my final passion to the cart business."

Lee Sang-hyun, CEO of Mate Mobility, stated, "I left Callaway and started a new golf business," adding, "I will change the golf culture with Single, a one-person golf cart."

Having played golf for over 40 years, CEO Lee has experienced various golf courses in many countries. He paid particular attention to Japan. Both Korea and Japan have a unique system where one caddie serves three to four players. In Japan, the shortage of caddies has led to a rapid increase in no-caddie play. He explained the background of his new business venture by saying, "There are many similarities between Japan and Korea in various aspects. Recently, more places in our country are also requesting no-caddie play."

CEO Lee led the birth of Mate Mobility. He focused on reducing unnecessary time on the course and increasing actual playtime. He contemplated ways to provide a high-quality golf experience. He said, "I have long thought that changes are necessary for Korea’s golf culture to develop more healthily," and expressed confidence that "Single can be a good model for that." He added, "Single will be an innovative means suitable for the era of no-caddie play," emphasizing that "both customers and golf courses can achieve a win-win."

Single carries two meanings: using the cart alone and aspiring to become a single handicapper. Single is a lightweight single-seater cart that can enter the fairway. It is equipped with independent suspension that allows stable driving even on sloped courses. The main components, such as the drive system and battery, use products from excellent domestic companies with proven reliability. The replaceable lithium-ion (Li-Ion) battery ensures both efficiency and safety.

To resolve the most critical safety issue in no-caddie play, precise geo-fencing technology was applied. Dangerous zones are set, and the system prevents players from entering those areas. The ‘Mate System’ exchanges real-time interactive information necessary for play as if conversing with a caddie. It provides guidance on the distance to the hole cup, corrected distances considering elevation, hazard locations, and other danger zones.

It is the 'Single,' a one-seater golf cart by Mate Mobility, released to suit the no-caddie era.

Single can also be remotely controlled and monitored through a central control system. Players pay directly using the Single app. Golf courses wishing to introduce Single do not need to purchase carts themselves; they receive supply through a partnership with Mate Mobility. This is expected to be a solution for golf businesses struggling with operational efficiency decline and reduced visitors due to the spread of no-caddie play.

It is expected that domestic golfers will be able to use Single by August. CEO Lee said, "No-caddie play is a situation we cannot easily resist," and emphasized, "Through Single, a single-seater golf cart, you can experience a new, healthy, and economical golf." He added, "Single is a single-seater golf cart that enhances safety, efficiency, and economy," expressing confidence that "it will create a new culture in Korean golf."

CEO Lee is focusing on targeting the Japanese market. He explained, "Japan has a golf population similar to Korea’s, but the number of visitors is almost twice as high," and said, "If the cost paid by golfers at golf courses in our country can be lowered like in Japan, it will lead not only to more visitors but also to an increase in the golf population." He has also established strategic partnerships for global market entry. He received investment from the Xebio Group, a leading sports goods company in Japan. He plans to enter the Japanese market by the end of this year.

CEO Lee has high expectations for the economic effects of Single. He is confident that the reduced costs for consumers will lead to increased round play. Ultimately, the economic efficiency of golf courses will improve, and those benefits will be passed on to golfers. He envisions taking the lead in the global cart market as well. He said, "No-caddie play will continue to spread in Korea as it has in advanced golf countries like the U.S., Japan, and Europe," and expressed his ambition, "The time is not far when people will proudly say this is how golf is enjoyed in Korea. I will make a mark with Single, the single-seater golf cart."