by Shaun Michael Samaroo

May, 2024. Ontario, Canada

IMAGINE playing golf on the green with the exotic beer brand Triple Bogey in hand. Meet Geoff Tait, the man making this happen, his fermenting story an inspiring journey of innovation, originality, and the ability to leverage a slim possibility into significant opportunity. Tait impresses with his entrepreneur spirit. He’s a rising Canadian titan. 

WALK in to Crazy Jack Country Bar and Restaurant, this gothic-looking exotic sports bar in Oshawa, Ontario, and you’ll see decorating the tables, dominating the scene across the open space, green-black-white advertising cards touting a beer with the strange name of Triple Bogey, sporting a bold, promising, party-like script font. Crazy Jack Country Bar pitches the dreams of Geoff Tait to its beer-loving customers, men and women who enjoy the stimulating finery of the brewed beverage. And the story behind this everyday scene makes fascinating reading. Tait seems on the fast-track to become one of Canada’s new 21st century titan. 

I meet Tait after Crazy Jack Country Bar’s owner, Mano – a character of immense presence who cuts a bustling figure despite his stature as a vertically-challenged fella, a Sri Lanka-born Canadian with vast experience in the restaurant and bar scene, introduced me to a salesman named Corey Behan who spends his days driving a truck across Ontario touting beer to bars, restaurants, golf clubs, and anywhere else the leisure lifestyle happens. 

Behan alerted my writer’s mind about a company taking Ontario’s beer scene by storm, named Triple Bogey, a name that sailed right over my head, yet leaving a taste of intrigue lingering tantalizing on the taste. 

Geoff Tait breathes the air of the exotic lifestyle, his mind consumed with beer, golf, and building his lifestyle enterprise, a Toronto firm with an enormously promising future.

I am interviewing him for the Millionaire Mindset magazine, and we talk beer and golf, and explore his immense drive for the life of an entrepreneur. 

Tait spends his days hunkered down in an elegant, clean, neat, humble room that feels like a hidden homestead, his mind on a singular goal – generating ten million dollars in 2024. It’s his office, this quiet space tucked into an unassuming backdoor basement aback of a Queen Street, Toronto, Ontario building.

Tait cuts a fine figure. He’s fit. Healthy. Trim. A man passionate about brewing with a keen creative streak. He’s in his mid-forties, with a friendly demeanour and an innovative mind. He often wears casual clothes—think a sporty red shirt and jeans, with his sleeves rolled up as he works. His hair is slightly tousled. He has a short beard, which seems quite fitting for a golf-themed entrepreneur. His eyes light up when he talks about his latest creation, a new beer linked to golf that combines unusual flavors and brewing techniques, showing his enthusiasm and pride in his craft. 

There’s something about Toronto’s Queen Street, its mystique, its vibrant promise of adrenalin, of excitement, its cultural contentment; it breathes the exotic lifestyle. It’s in this setting where Tait moves, dreaming of storming the world with a special taste of beer.

As you stroll down vibrant, eclectic Queen Street of Toronto, you’re immersed in a kaleidoscope of sights, sounds, and experiences. The street pulses with an energy that’s palpable, drawing you in and inviting you to explore its many facets.

The architectural landscape is a captivating mix of old and new, with historic buildings standing proudly alongside modern storefronts and sleek high-rises. The street is lined with an array of independent shops, boutiques, and galleries, each offering a unique glimpse into Toronto’s diverse culture and style.

As you make your way along the street, you’ll encounter a melting pot of people from all walks of life. Artists, musicians, and fashionistas mingle with locals and tourists alike, creating a lively and inclusive atmosphere. 

Queen Street is more than just a thoroughfare; it’s a reflection of Toronto’s spirit – diverse, creative, and always evolving. It’s a place where people come to express themselves, to connect with others, and to experience the very best that the city has to offer. Tait fits right into this atmosphere of exotic entrepreneurial creativity.

Hugging the spectacular Toronto community everybody fondly calls The Beaches, the Queen Street corridor lights up this landscape, in one of the world’s most enticing city, with its showcasing of the fascinating character of the human spirit at play.

Queen Street is Toronto’s restless pulse, a tapestry of vintage boutiques and buzzing cafes that defy definition. Sunlight glints off the chrome of passing streetcars, their bells a counterpoint to the chatter of sidewalk patios. Trendsetters and old-school Torontonians alike weave through the sidewalks, the air thick with the scent of roasted espresso and the promise of hidden treasures.

Queen Street is a study in delicious contradictions. Here, a century-old record store shares a block with a sleek, minimalist design shop. Bespoke tailors and tattoo parlors exist in unlikely harmony. This is where Toronto’s past, present, and endlessly creative future collide, inviting you to lose yourself in its exhilarating chaos.

On this Queen Street, in this green expanse where golf meets the vivid dreams of an entrepreneur, there exists the man building a mythological dream, Geoff Tait, whose journey mirrors the undulating fairways of his beloved sport. As the founder of Triple Bogey Brewing Company, Tait has woven his professional tapestry with threads of audacity and a keen sense for the game’s spirit, just as he had done previously with Quagmire Golf. His ventures blend the tradition of golf with innovative business approaches that resonate well beyond the links.

When I first met Tait, my mind referred to F Scott Fitzgerald’s classic New York roaring 1920s novel, The Great Gatsby. Tait cuts such a Gatsbyesque figure, arriving for the interview in casual golfer attire. We chat over his latest venture, Triple Bogey, which has become something of a cult phenomenon in the golfing and brewing communities across Canada, and is expanding its reach into the United States.

Triple Bogey Brewing started with the audacious idea of linking the serene world of golf with the communal pleasure of a cold beer. It was a concept that Tait and his wife Megan perfected through trial, error, and a lot of taste-testing. The company’s product lineup has grown to include an array of beers and ready-to-drink cocktails inspired by classic golf drinks, like the Triple Bogey Half & Half Hard Lemonade & Iced Tea, and the Triple Bogey Classic Transfusion. These drinks have not only found favor with golf enthusiasts but have also begun to charm the wider market, signaling a shift in consumer preferences towards beverages that embody a blend of tradition and innovation.

Tait’s entrepreneurial spirit is deeply rooted in his previous life with Quagmire Golf, where he daringly rebranded and partnered with golf legends, and carried forward into Triple Bogey with a relentless commitment to quality and community. This dedication is evident in the company’s careful crafting of beers and cocktails that are as much a part of the golfing ritual as the sport itself.

The ethos of Triple Bogey extends beyond just brewing. Tait has cultivated a family-like team environment, emphasizing that each member, from the brewers to the sales managers, contributes uniquely to the company’s vibrant culture and success. This tight-knit approach has helped Triple Bogey maintain a strong connection with its customer base and adapt to market demands with agility and foresight.

Our interview reveals Tait’s story as a compelling testament to the power of vision combined with the enduring appeal of golf—a sport that, much like entrepreneurship, requires patience, precision, and the occasional daring drive towards the unexplored fairway.

Reflecting on the entrepreneurial landscape through Tait’s journey with Triple Bogey, I got a sense of the broader themes of innovation and tradition—themes that echo through the lush greens of golf courses and the bustling activity of craft breweries, capturing the essence of modern business with a nostalgic nod to the past.

Tait’s journey mimics the peaks and valleys of a golf course. And, now, as the founder of Triple Bogey Brewing Company, Tait brings exactly that fearless spirit to the business of beer. His ventures blend the tradition of golf with innovative business approaches that resonate well beyond the links.

When thinking about the entrepreneurial landscape that Tait is traversing with Triple Bogey, we see a number of much broader themes take hold within his journey: themes that echo within the lush greens of many golf courses and the active service of many hands in craft breweries, capturing the essence of doing modern business with a nostalgic nod toward a bygone era.

The first time I laid eyes on Geoff Tait, he was standing at the edge of the driving range, a silhouette against the setting sun. The air smelled of freshly cut grass and ambition. The Great Gatsby himself would have envied the scene—the promise of wealth, the allure of success, and the stimulating scent of possibility.

Tait, the enigmatic owner of Triple Bogey, Canada’s premier golf beer company, had invited me for an interview. His reputation preceded him: a self-made entrepreneur, a visionary, and a man who swung his way from caddie to CEO. As I approached, he extends a hand, and I feel the weight of his story in that firm grip.

Tait’s journey began in the gritty alleys of St Thomas, Ontario, and Toronto, where dreams could be as elusive as a hole-in-one. He worked golf jobs, hustling for every dollar. But it was on the golf course that he found his muse—the green fairways stretching like promises, the bunkers like pitfalls, and the clubhouse like a beacon.

Triple Bogey’s name is a nod to the game’s unforgiving nature. Tait crafted his signature beers with the same craftsmanship that goes into golf clubs, with the precision of a surgeon, making each wing of success a symphony of steel meeting dimpled ball. His first sale felt like winning the Masters.

In our interview, Tait leans back in his leather chair, the lamplight casting shadows on his face.

“Why beer and golf?” I asked. His eyes stare into the distance. “Because,” he said, “it’s a game of redemption. Every swing is a chance to rewrite history. Golf is too serious and life is too short.”

“Why the name?” I asked. He smiled, the light in his eyes. “Because,” he said, “life is a series of swings. Some are bogeys, some are birdies. But every triple bogey teaches us resilience.”

As I leave, I glance back. Tait stands there, a modern 21st century Gatsby, a rising Canadian titan, reaching for the stars. His story is more than golf—it is the American Dream, Canada-style. And as I drive away, I wonder if the green light is within my reach too.

The Birth of Triple Bogey 

In the year 2014, Geoff Tait, the visionary behind Quagmire Golf, embarked on a new adventure. Alongside his wife, Megan, he founded the Triple Bogey Brewing Company. Their mission? To pour passion into what they loved: crafting exceptional beverages that would resonate with golfers and beyond.

From Humble Beginnings to Soaring Heights

The journey began with that very first can—cracked open and crushed with determination. Year after year, Triple Bogey experienced remarkable growth. By 2023, they had sold an impressive 5.6 million cans. Their loyal community of repeat consumers echo the sentiment.

A Hole-in-One Market Fit

Triple Bogey’s unique brand of beverages strike a chord with golfers and beer lovers country-wide across Canada. Their products find a perfect market fit. In 2023, the company reached new heights. Their refreshingly original favorites are now served at over 400 golf courses and more than 800 locations—including bars, restaurants, indoor golf facilities, and retail outlets.

Expanding Horizons

Headquartered in Toronto and brewed in London, Ontario, Triple Bogey remains locally concentrated. However, demand soars, leading them to establish distribution partners across Canada. They even made friends in B.C., Alberta, Saskatchewan, and Manitoba. By 2023, the east coast welcomed them, and they set up shop in Nova Scotia, PEI, and Newfoundland & Labrador.

The Brews That Define Triple Bogey

Triple Bogey’s lineup of beers and beverages is nothing short of delightful:

• Year-Round Lagers: They offer three full-flavored lagers—Blonde, Light, and Amber. These are staples for    golfers seeking refreshment
• Hard Lime Seltzer: Introduced in 2020, this zesty option quickly won hearts
• Half & Half Hard Lemonade & Iced Tea: A 2022 debut that exceeded expectations
• Classic Transfusion: In 2023, golf’s iconic cocktail took center stage both on and off the course

New Horizons in 2024

As the journey continues, Triple Bogey introduces exciting additions:

· Cranberry Transfusion: A berry-tasty twist on the classic Transfusion

· Signature Azalea: Because golf’s iconic cocktails deserve a home

Triple Bogey Brewing Company celebrates not only its success but also the countless good times, magical moments, and great friends encountered along the way.

After some digging, I manage to track down Tait and convince him to meet me for an interview. Tait is impeccably dressed in elegant sports casuals, and sports the rugged, bronzed features of a man who has spent countless hours under the sun on the links.

He tells me his story, which is one of both triumph and struggle. As a young man, Tait had a love for the game of golf and a keen entrepreneurial spirit. “I knew I wanted to build something that combined my two greatest passions,” he said, eyes gleaming intense with a confidence and self-assurance that speaks to the passion with which he tackles life. “So I took a risk. I put it all on the line. I went all in on Triple Bogey.”

In the early days of his first enterprise, Quagmire, he faced skepticism from those who doubted the market for another golf apparel brand. “You’re inventing problems just to solve them,” one person scoffed. But Tait persevered, driven by a vision of creating the most technologically-advanced, eco-conscious golf wear on the market. “It was never just about selling polo shirts,” he said with a wry smile. “It was about innovating, elevating, really bringing something unique to the game.”

But success didn’t come without a cost. “The constant travel, the stress, the 24/7 grind of building an empire. In the end, something had to give.”

I study Tait’s face as he gazes out over the vast, manicured Course, the weight of his sacrifices and triumphs etched into the lines around his eyes. Like that elusive perfect round, the path of the entrepreneur is often riddled with obstacles – the rough, the sand traps, the water hazards. And yet, the promise of the green urges them ever onward.

Geoff Tait is a man who dared to dream big, to take the road less traveled even as skeptics laid bets against him. Through tenacity, ingenuity, and sheer force of will, he redefines an industry and built a brand that is making an indelible mark on the game of golf. Triple Bogey stands as a testament to what drive and vision can achieve. And Tait, for all his human limitations, seems on the path to become one of the great Canadian mavericks, a titan of the 21st century Toronto scene. 

The scent of success hangs heavy in the office of Geoff Tait. Not the crass, nouveau-riche kind, but that quiet, self-assured opulence that speaks of fortunes amassed from the self-made man. I shift my worn notebook, feeling a familiar tremor – nerves mixed with an edge of excitement. This wasn’t just any interview; this was Triple Bogey’s creator, inventor. innovator, a man remaking life on the golf course and taking on the beer giants like Molson and Labatt, with that audacious confidence of the entrepreneur who dreams a dream of visionary innovation. The elusive beer tycoon in the making, the whisper behind the legends, the rising flame of a budding empire built on brewed beer and old Toronto.

“So,” the voice was a silken thread, “You’re the one who wishes to peel back the layers with this magazine interview.”

I nodded, my fingers a nervous blur against the worn leather of my notebook. “Everyone knows the name,” I started cautiously, “but you, Geoff Tait, you remain a mystery. I want to know the man behind the rising legend.”

A ghost of a smile touched his lips. He gestured to an armchair, its velvet worn smooth with time. “Everyone seeks a story.”

“I’m Shaun.” I settled in, pen poised.

“Very well, Shaun. But a story isn’t just dates and dry facts. It’s about the shimmer beneath the surface, the hopes, the regrets.” His voice trailed off, lost in a private reverie.

And that is my cue. Here lies the pivot point, where the interview morphs into something else. This is where the rules of journalism bend. Short story flourishes paint the scene, the sensory world seeping through the words: the glint of a half-remembered moment, the hesitant cadence of his words, the weight of unspoken stories, of his days on the golf course as a 12-year-old boy in St Thomas, Ontario. There’s a melancholic beauty I weave into those fragments, hinting at the unfolding of new dreams and the echoes of a grand time in the making.

And here the personal essay element bleeds in. It’s my own fascination with the mystique of the entrepreneur spirit that resonates with his innate gift to create, innovate, originate a new enterprise and beat all the existing market. My questions become less direct, more lyrical.

But always, always, the bedrock of this tale remains strong reporting, the literary journalist in me alert. I slip in those observant questions, disguised as musings, unearthing his childhood amidst the serene gold course, a hidden heartbreak, the silent dreams amidst the glitter. I see the cracks in his gilded façade, the humanity beneath.

When the late-afternoon sun streams golden through the windowpanes, signaling an end, I have something more than a mere magazine feature. There is a tapestry of a life, of a new era, a new titan in the making.

As I leave, I carry the weight of Geoff Tait’s story with me, not as gossip fodder, but with a hint of reverence. This story, it won’t just be about the glitter and the glamor – it’ll carry the poignant echo of a life fully lived, caught in the soft glow of a setting sun on a golf green.

This is a new kind of feature story. One that speaks in whispers, not shouts, yet resonates on a deeper, more universal level.

 

Geoff Tait: Entrepreneur in the Golf and Entertainment Sectors

Current Job: Owner at Triple Bogey Brewing & Supply Co. since January 2014

Location: Greater Toronto Area, Canada

Previous Jobs: Marketing Professor at Durham College, Founder/President at Quagmire Golf/Arnie Wear, and several other roles

Education: BA in Business-Operations Management from University of Western Sydney (2001 – 2002), Diploma in Business Administration -Professional Golf Management from Humber College (1996 – 1999)

 

Once upon a time, on Queen Street in Toronto, in the verdant world of golf, a man named Geoff Tait dreamed dreams of glamour and glory. He is a visionary entrepreneur, a lover of the game, and a master of marketing. His story is one of resilience, creativity, and the relentless pursuit of success. This is the tale of how he transformed a fallen golf apparel company into a thriving brewery and golf supply company, Triple Bogey Brewing Company.

In the early days, Tait was the driving force behind Quagmire, a fashion-forward golf apparel company that soared to great heights. He rubbed shoulders with golf icons like Arnold Palmer and Jack Nicklaus, partied with Jay Z and John Legend and Kanye West, and sold his clothing all over North America. But just as the sun was shining brightest, the business crumbled, leaving Tait to pick up the pieces.

Undeterred, he turned his attention to his other passion: beer. With the same entrepreneurial spirit that had fueled Quagmire’s success, he embarked on a new venture. He started Triple Bogey in 2014, along with his wife Megan Tait, and they hit the ground running. They targeted golf clubs and bars, offering their refreshing lagers and ready-to-drink cocktails. Their unique approach, which combined grassroots marketing with a focus on quality, quickly gained traction.

Tait’s journey is not without its challenges. He faces skepticism from those who believe he is taking on the giants of the beer industry, Molson and Labatt’s, with his small brewery. But he perseveres, learning the ins and outs of brewing and marketing. His determination pays off, and Triple Bogey Brewing & Supply Co. is fast becoming a staple at golf courses across Ontario, with over 400 golf clubs and hundreds of bars and liquor stores stocking their products. They even expanded into other provinces, eyeing the US.

The story of Triple Bogey is a testament to Geoff Tait’s entrepreneurial spirit and his unwavering commitment to his craft. His journey serves as an inspiration to golfers and entrepreneurs alike, demonstrating that with hard work, creativity, and a bit of luck, one can turn a setback into a triumph.

As the sun sets on this tale, we leave you with the words of Geoff Tait himself: “We never let anyone down and don’t plan to. Keeping control of the growth has been key and has allowed us to use grass roots marketing to grow our accounts. Good challenge to face.”

And so, the story of Triple Bogey continues, with new challenges, new triumphs, and a commitment to delivering the best golf-inspired beverages to the masses.

Geoff Tait, the founder and owner of Triple Bogey Brewing Company, was inspired to start his brewery by a combination of his passion for golf and his desire to create a unique product that would appeal to golfers. Tait, who had previously founded and run a successful golf apparel company called Quagmire, saw an opportunity to create a brewing company that would cater specifically to the golfing community. He recognized that golfers often spend long hours on the course, and a refreshing beverage would be a welcome addition to the experience.

Tait’s inspiration for the company’s name came from the term “triple bogey,” which is a term used in golf to describe a score of three strokes over par on a single hole. The name not only reflects the golfing theme but also incorporates the idea of a mistake or misfortune, which is a common occurrence in golf. This name and the company’s focus on golf-inspired beverages have helped Triple Bogey Brewing Company stand out in the competitive beer industry.

Tait’s entrepreneurial spirit and his love for golf led him to create a product that not only appeals to golfers but also to anyone who enjoys a good beer. His determination and creativity have turned Triple Bogey Brewing Company into a thriving business that has gained a loyal following. Tait’s story is a testament to his resilience and his ability to turn challenges into opportunities, making him an inspiring figure in the world of entrepreneurship.

Tait also saw an opportunity to create a unique brand that would stand out in the competitive beer industry. He recognized that golfers often spend long hours on the course, and a refreshing beverage would be a welcome addition to the experience. By focusing on golf-inspired beverages, Triple Bogey Brewing Company has been able to carve out a niche for itself and gain a loyal following among golfers and non-golfers alike.

“I started Quagmire, my golf clothing company, in 2005. I think it was the first golf clothing to aim to be fun and funky.”

He first started manufacturing his self-designed clothing in Toronto, but soon moved to China to save cost as the business started to scale. In 2008, Tait got a cold call from the managers of Arnold Palmer, the US golfing legend. They wanted Tait to revamp the Palmer clothing line to be more fun, target a younger demographic, and be fashionable. “They loved what I gave them,” he said.

Tait started his company from the trunk of his car, selling clothing at golf courses around Ontario, starting in St Thomas, Ontario, where he had spent his days on a golf course from the age of 12 years.

He soon got deals at the big box stores like J C Penney, Macy’s, Nordstroms, Golf Town, and others, to carry his clothing products.

Tait also started hanging out at the Masters Golf Tournament, even spending time at Arnold Palmer’s house in Pennsylvania, US. In his office, Tait sports a massive portrait on his wall of him with Palmer in the picture at the Masters. He said Palmer became his close confidante and mentor.

But in 2013, with him and his wife Megan thinking of starting a new family, his company imploded after difficulties arose with an ex-business partner. The firm folded, and Tait found himself struggling, having to take a job teaching marketing at Durham College to make ends meet.

Then, “I got this epiphany to start a beer brand. At first, I did my own deliveries and sales”.

He even worked on a cruise ship, teaching golfing, and he taught Social Studies in Venezuela for a while before a robbery and murder close to where he was staying caused him to leave the country.

In fact, in Venezuela, he was arrested, with cops demanding money for his release, because they saw him and an American also there at the time, as ripe for the taking. The Venezuelan Army rescued him.

When he started Triple Bogey, he slept on a couch at a friend’s house, worked at his sister’s restaurant waiting tables, and at golf clubs.

Now, Tait makes sure he spends as much quality time with his wife Megan and two children, Sawyer and Fiona.

“I love beer, and golf. I saw the niche, and went for it”.

He started Triple Bogey Brewing Company with investment cash from Canadian curling champions Jennifer Jones, Brent Laing and Glen Howard.

Geoff and Megan Tait, the founders of Triple Bogey Brewing Company, have navigated the fairways of entrepreneurship with the precision of a well-placed drive. Their passion for golf and brewing has led to a company that not only surpassed 5.6 million cans sold in 2023 but also created a community of loyal consumers who resonate with the brand’s ethos of #betterhitanother.

The Taits’ journey is a testament to the power of perseverance, innovation, and community. From the early days of cracking open that first can to the expansion across Canada and the introduction of new flavors like the Classic Transfusion and Cranberry Transfusion, Triple Bogey has become synonymous with golf’s iconic cocktails. Their story is not just about selling beer; it’s about creating moments that bring people together, whether on the course or at the 19th hole.

Triple Bogey’s tale is one of achieving the impossible shot, of turning a potential disaster into a story of success. It’s about the magic that happens when you combine a love for the game with a dream and the determination to see it through. As Triple Bogey continues to roll out new products and reach new fairways, one thing remains certain: the journey is just as important as the destination, and for Geoff and Megan Tait, the journey continues to be nothing short of extraordinary.

The entrepreneur faces hurdles and obstacles along the way. Here are some ways Tait navigated the hurdles:

Quality Focus: Tait prioritized quality over quantity. He understood that brewing exceptional beer was essential for long-term success. By maintaining high standards and consistently delivering a superior product, he gained a loyal customer base.

Innovation: Tait embraced innovation. He experimented with unique flavors, brewing techniques, and packaging. Triple Bogey Brewing Co’s “Half & Half Hard Lemonade & Iced Tea” is a prime example of this approach—a refreshing twist on traditional beer that resonates with consumers.

Market Research: Tait conducted thorough market research. He studied consumer preferences, trends, and competitor offerings. Armed with insights, he tailored Triple Bogey’s portfolio to meet specific demands, ensuring relevance in a competitive market.

Distribution Strategy: Overcoming distribution challenges was crucial. Tait forged partnerships with local bars, restaurants, and golf courses. He strategically placed Triple Bogey products where his target audience frequented, gradually expanding distribution networks.

Brand Building: Tait invested in brand building. He created a compelling narrative around Triple Bogey Brewing, emphasizing its Canadian roots, golf-inspired ethos, and commitment to quality. This storytelling resonated with consumers and set the brand apart.

Adaptability: The beer industry constantly evolves. Tait remained adaptable, adjusting to changing consumer preferences, regulations, and economic shifts. Whether it was introducing new brews or embracing sustainable practices, he stayed ahead of the curve.

Persistence: Challenges didn’t deter Tait. He persisted through setbacks, financial constraints, and market fluctuations. His unwavering belief in Triple Bogey’s potential fueled his determination.

With collaboration of Qwai, the AI author assistant – qualped.life