The Story of HockeyKing

Buying discs was supposed to be easier

In spring 2021, the popularity of disc golf grew rapidly, but the availability of discs did not keep up with demand.

WHERE IT ALL BEGAN

The problem for which we wanted a better solution

In spring 2021, the popularity of disc golf grew rapidly, but the availability of discs did not keep up with demand. New discs were hard to find, and buying used ones from Facebook groups was often slow, expensive, and uncertain.

Eemil saw an opportunity to build an online store where discs could be bought quickly, easily, and reliably. His army buddy Jere joined him, and the first DiscKing online store was built by themselves using Shopify.

Availability issue
Demand grew faster than the availability of new discs.
Slow buying
Finding and buying used discs was a fragmented and uncertain process.
A better solution
The goal became an easy, fast and reliable online store.

JOURNEY OF THE HOCKEY KING

The Years That Built DiscKing

From a garage to a brick-and-mortar store, into a community and an international disc golf shop. Each year brought a new challenge and the next leap in growth.

2021
FIRST ORDER
The online store was born from a 500-euro inventory
The first used discs and bags were photographed, priced, and added to the self-built Shopify store. Orders started coming in immediately, and an Instagram giveaway brought in almost 4,000 followers.
Soon, over 700 buyers were simultaneously following the most popular restocks. The garage quickly became too small, and operations moved to a roughly 20-square-meter premise in Krossi, Kaarina.
- The online store was opened on May 16, 2021
- Nearly 4,000 followers from the first giveaway
- First commercial space approximately 20 m²
2022
FROM GARAGE TO FOUNDATION
First store - and soon much more
The first store, approximately 100 square meters, opened in Piispanristi in March 2022. Up to 500 customers visited the opening.
Only a few months later, a space of about 500 square meters became available in the adjacent building. A larger store, a warehouse, offices, and Finland's first indoor disc golf training center were built there.
- First brick-and-mortar store in March
- Up to 500 customers at the grand opening
- New store and training center in October
2023
THE COMMUNITY IS GROWING
More than an online store
The online store, physical store, and used disc processes were purposefully developed. At the same time, DiscKing began to grow more and more into an integral part of the disc golf community.
KingiLiiga kicked off, and the representative, junior, and ambassador teams expanded. Interest in the teams was evident in hundreds of applications.
- KingiLeague has started
- The representation team grew
- Hundreds of team applications
2024
HOCKEY KING TO THE WORLD
DiscKing: a platform for international growth
The selection and operating processes were further developed, and almost 100,000 used discs had already been sold.
The English-language DiscKing online store shipped orders to various parts of the world. The Swedish-language online store was opened in the summer, and the Swedish market grew faster than expected.
- Almost 100,000 used discs sold
- Swedish online store launched
- Collaboration with Merrell
2025
BREAKTHROUGH
When years of work started to show
Väinö Mäkelä joined the team, behind-the-scenes videos returned, and DiscKing was prominently featured at the Disc Golf World Championships held in Finland.
Rasmus Saukkoriipi won the javelin throw world championship with a throw of 197 meters. At the same time, international sales accelerated strong growth and raised revenue to nearly 1.5 million euros.
- Väinö Mäkelä joins the team
- World Championship in long-distance throwing
- Revenue close to 1.5 million euros
2026
NEXT CHAPTER
Eyes on the European top
The store is being refurbished with the aim of building the world's coolest disc golf pro shop. At the same time, the online store, product selection, content, and customer experience are being developed to the next level.
Our vision is to build DiscKing into the world's #1 disc golf store.
The best products. The best service. The best content in disc golf.