Hands behind the Brands focusses on the people behind the brands that we love at Soft Hands Club.

We're here to share their stories, to explore their influences, inspiration and their unique angle on golf lifestyle.

Welcome Karsten Jurkschat of Gumtree Golf & Nature Club...

People are introduced to golf at many different points in their lives, how and when did you first get into it? And what keeps you coming back for more?

My first memory of golf was on my grandparents farm in Victoria. My Opa had a few rusty clubs and set up a few flags in the ground in one of the horse paddocks with some left over corrugated iron poles and some orange safety tape as the flag. We’d go have a hit every time we’d have to feed the horses or the chickens.

What keeps me coming back is that it never really gives you the same thing twice. Some days it’s a meditation, some days it’s just a long walk. But underneath it all, it’s really about being out in nature. Golf just happens to be the excuse.

What do you look for when you get out playing? Is there something that’s a basis for your enjoyment?

It’s always the setting first. I’d take an interesting piece of land over a perfect fancy course any day. Wind, light, flora & fauna. Those things shape the experience more than anything for me.

Then it’s the people. A good walk with the right group, no pressure, no rush.

Brands are often born out of frustration and/or a need for something fresh in the market. Where did the idea of GGNC come from?

It was insane to me that there wasn’t a golf brand focused on the environment and sustainability. If it wasn’t for nature we wouldn’t get to play this game we love. It’s played in a park yet nearly every brand is polluting the world with their cheap fast fashion clothing that’s shipped halfway across the world individually packed in plastic. 

That didn’t really make sense to me. I wanted some nicely made thoughtful things for golf that might be more expensive but I’d keep forever. So I decided to start making them myself. 

GGNC has a clear identity, do you have a guiding philosophy to help you sense-check yourself?

If it doesn’t feel connected to nature, it doesn’t belong.

That’s usually the filter. Whether it’s a product, a film, or an event, it has to feel grounded in a real place, a real environment. And it has to feel authentic. We’re not trying to be everything to everyone. We’re just trying to build something that feels considered and has some meaning at every touchpoint. The right people will find it. 

What inspires you outside of golf that feeds your creativity?

All my inspo comes from outside the sport. Surfing, travel, old field guides, scientific illustrations, the way people used to document the natural world, vintage outdoors clothing and documentaries etc. I’m drawn to things that take their time. A well-made garment, a piece of writing that actually observes something properly, great design in all forms. Nature is the constant though. That’s the thread through everything.

I don’t pay much attention to the golf world.

How do you balance staying true to yourself while navigating the commercial side of running a business?

I think a big part of it is knowing what not to do. There are plenty of opportunities that pop up and might make sense on paper but don’t feel right. Saying no a lot protects the brand.

At the same time, you have to build something sustainable. So it’s about finding partners and projects that align, where you don’t have to compromise the core idea of the brand to make it work. If people wanna throw cash at you to collab but don’t get that, then it’s not worth it.

What is your vision for GGNC moving forward and what would you like to see more of in the golf space?

I want GGNC to keep expanding beyond products. More experiences, more storytelling, more ways for people to engage with the game differently. The Field Trips are a big part of that. Bringing people into these environments and letting them experience golf and more than golf in a more meaningful way.

In the broader space, I’d love to see more individuality. More respect for the land. Less sameness. Golf has so much depth to it and in my opinion we’ve only scratched the surface of how it can be expressed. When I started this brand I got told the industry was already saturated and I wouldn’t break through - but all I saw was a bunch of copycat brands and I still to this day feel there’s whole ideas yet to be explored. 

Golf is an interesting and creative place to exist right now, do you have any advice for those out there thinking about starting something?

Don’t try to fit into what already exists. That’s the trap.

If you’re going to do something, it should come from a real point of view. Something you actually care about and can talk to at length - not just what you think the market wants. Or a copycat of whatever brand is successful and inspiring you right now. And be patient. The best things tend to build slowly.

There’s a lot of noise right now, but the work that lasts usually feels a bit quieter and more considered.

Karsten Jurkschat interviewed by Rob Clowes for Soft Hands Club.