Darren Clarke CBD appoints GMS to drive dynamic UK launch plans

Darren Clarke CBD – an exclusive partnership between major winner Darren Clarke OBE and Sana Lifestyle, distributor and licensee of CBD and plant-based wellness products – has chosen GMS as its marketing agency, effective immediately.

2011 Open Champion, Clarke, has teamed up with industry expert Sana Lifestyle to create an all-new Cannabidiol (CBD) range with golfers in mind, and the soon-to-be-launched Darren Clarke CBD has selected GMS to assist with the company’s expansion into a market that is set to become one of the leading growth categories for wellness in 2021.

Commenting on the partnership, Ben Hamburger, Managing Director at Sana Lifestyle, said: “With the modern golfer living a busy, active lifestyle, consumers are turning their attention to the benefits of CBD-based products as a convenient, natural solution to aid their physical performance and recovery.

“There are, of course, common misconceptions of cannabis which is why we have selected GMS to help us to demystify consumer perceptions around CBD derived solutions and assist us in introducing our pioneering product to the market.

“GMS has an impressive client base, and the team has experience working with some of the biggest brands in the golf industry which is why we knew they were the right choice for us as we embark on this exciting new venture.”

The new Darren Clarke CBD range will initially comprise of four 30ml CBD flavoured oils offering different strengths, with launch of the products slated for May 2021 at various retailers.

“With the expertise and scientific knowledge of Sana Lifestyle and the credibility that Darren Clarke brings, we’re certain we’re partnering with what will become the dominant CBD brand in golf,” commented Sam Elder, Director of GMS.

“This is a great opportunity for us and one that we believe will absolutely solidify a new category that will be a mainstay for years to come in the golf industry.

“CBD products have been used by golfers in other markets for some time now. However, in the UK, the benefits that CBD can bring to the game are perhaps still underappreciated which is why we are delighted to be able to amplify that message and help launch Darren Clarke CBD products to golfers of all abilities.

“Every product is tested, regulated, and certified by the appropriate bodies so consumers can make well-educated choices and trust the products they use. We are delighted that we will be able to help our client to grow into one of the industry’s most respected and trusted wellness products.”

Darren Clarke CBD joins the current GMS client roster which includes Bernhard & Company, BGL Golf, Close House, ECCO GOLF, Essendon Country Club, Foremost Golf, Golf Genius Software, Golf Pride Grips, La Finca Resort, La Reserva Club, Nippon Shaft, Shot Scope Technologies, Toptracer, PING, PING Apparel, Prince’s Golf Club, Royal Lytham & St Anne’s Golf Club and Sotogrande SA, among others.

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As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.