Before stepping into the role of general manager at Cleeks Golf Club—a LIV Golf team under the leadership of Martin Kaymer—Jonas Mårtensson was instrumental in scaling Minecraft, the best-selling video game of all time, which Microsoft acquired in 2014 for a staggering .5 billion. The question now is whether the former CEO of Mojang Studios can replicate his success in cultivating a vibrant culture on the fairways, much like he did in the pixelated realms of gaming.
As Mårtensson reflects on his first nine months in this new position, he finds himself enjoying the tour experience more than he did during his decade-long tenure managing the beloved blocky universe. While he refrains from directly comparing the challenges of leading Minecraft to transforming a LIV Golf team into a household name, he is unequivocal about his preference for the current role.
Pixels to Pin Flags
“I think this is way more fun for many reasons. I’m a golfer. I love golf. This is the most fun I’ve had in my career,” he shared. “I wouldn’t want to compare how difficult things are—but with Minecraft, when I started there were 25 people, and there were about 1,000 when I left. That was difficult. This is kind of a start-up on steroids, which is amazing. It’s a completely different beast.”
Mårtensson transitioned from a large organization like Microsoft to a much smaller team comprising just the players, caddies, and four additional staff members. He likens this shift to revisiting the early days of his career, now armed with a wealth of experience.
One of his first strategic moves was to refresh the Cleeks brand by enlisting the design firm AKQA to revamp its logo and overall positioning. “At the time, I felt the visual identity of Cleeks didn’t really tell the story we wanted to convey. We had extensive discussions with our Captain Martin Kaymer and the team to define our brand position and our aspirations for the future,” he explained.
A cleek, an antiquated driving iron popular from the 1880s to the early 1920s, symbolizes a deep reverence for the sport’s roots, yet Mårtensson recognized the need for evolution. The team adopted the tagline “tradition refreshed,” honoring golf’s heritage while welcoming new fans. “We love the sport. We want to celebrate and honor its traditions while also refreshing it and being part of this new era that LIV is spearheading. That’s how we arrived at this vision, intersecting art, music, and fashion,” he added.
This year, collaborations with Brooklyn’s Public Drip for an apparel collection and leather goods designer Martin Key for a weekend bag mark significant steps in that direction. Looking ahead to August, the team is set to launch a partnership with The Rookies, a global platform for emerging digital artists boasting over 100,000 members. “We’re working on a project with them, and while I can’t reveal everything just yet, it will involve using the golf bag as a canvas for an art initiative, inviting that community to unleash their creativity,” Mårtensson teased.
If Mårtensson has his way, the C logo worn by Kaymer and his teammates will achieve cultural significance akin to Michael Jordan’s Jumpman logo or Ferrari’s prancing stallion. Building an affinity for Cleeks is the first step. “You need to cultivate a community of enthusiasts. It helps when influential figures wear the logo. That’s how brands like the Yankees became cultural phenomena,” he explained.
Trophies First?
In the realm of sports franchises, success often hinges on victories. Fans naturally gravitate toward winners, and while the Cleeks currently sit in 12th place in the team standings—with their top player Adrian Meronk in 15th in the individual rankings—Mårtensson maintains a long-term perspective. “I always tell the team to look at this through a ten, twenty, or thirty-year lens. It’s about consistency over time and building a brand that resonates with people. While strong performances from our players will certainly help, I’m confident we will achieve that over time,” he stated.
Beta Testing
In the gaming world, user feedback is integral to every update cycle. In LIV Golf, however, brand building takes a different approach, often relying on real-time, face-to-face interactions with fans. “The beauty of golf is that you actually meet and engage with fans,” Mårtensson noted. “We’ve hosted several Cleeks garden parties at tournaments, inviting fans to gather in prime locations on the course where we can connect and gather insights about the brand and what excites them. That’s as close to beta testing as we get.”
This blend of feedback and executive intuition not only shapes the brand but also informs roster decisions.
Player Personnel
After former Cleeks player Kalle Samooja faced relegation last season, a pivotal personnel decision was necessary. Enter Frederik Kjettrup, a Florida State alum who made waves on the PGA Tour Americas circuit last year, winning back-to-back events and securing a third title shortly thereafter. For Mårtensson and team captain Martin Kaymer, Kjettrup’s resume was not the sole factor in his selection for the Cleeks roster. “If he didn’t align with our personalities, I don’t think Freddie would be on our team, to be honest. That compatibility is crucial,” he emphasized.
With the team’s four players serving as the public face of the brand, Mårtensson recognizes the importance of character, though he acknowledges that “performance in golf is also paramount.” When asked how he envisions the next five years unfolding, Mårtensson circles back to achieving cultural relevance and lifting trophies. “If we see people wearing Cleeks hats and celebrities sporting our gear, that is success. Performance on the course will be critical, and I hope we can secure a handful of tournament wins, including at least one team championship,” he concluded.