Q&A Interview: Paul Krok, Founder and President of Bonfit America, Inc.

The Krok Story

Paul Krok is an accomplished entrepreneur. Founder and President of Bonfit America Inc. Born and raised in South Africa is the son of a successful businessman and serial entrepreneur. Krok grew up alongside six siblings, many of whom also went on to become entrepreneurs, starting their own businesses.

After moving to the USA, he attended USC College from 1988 to 1992, where he honed his skills and acquired the business acumen that would later serve him so well. In 1992, Krok founded the Bonfit pattern maker company, which proved to be incredibly successful in both mail-order and TV advertising campaigns, resulting in the pattern maker being sold in popular retailers like Joann Fabrics.

Building on his success with Bonfit, he founded the brand Oralgiene Toothbrushes, which was well-received by the market. In 2002, Bonfit expanded into the golf space producing and selling the Brush-t golf tee, which quickly gained popularity as an alternative golf tee, and was stocked in golf specialty stores like Worldwide Golf, big box stores like Walmart and Dick’s Sporting Goods as well as in Pro Shops. To diversify his golf business, Paul acquired Play Nine, a top-selling golf game.

However, it was the Steripod that became the standout product for Bonfit when an inventor brought the idea to Krok, who expertly branded and sold the product. In, January 6, 2020, Steripod was acquired, and today he and his team, and Bonfit America focus on selling Play Nine and Brush-T, while always being on the lookout for new products to bring to market.

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You wake up in the morning – what’s the driving passion?

Finding new innovative products that help people live well.

How did golf come onto your agenda from a business perspective?

I’m always on the search for unique and well-designed products so when the offer for worldwide distribution rights for Brush-t crossed my path, I jumped at the opportunity.

What makes the golf business different from other businesses you have been involved with?

I found the golf industry more old school when I started many years ago. Although things are starting to change, it still relies on traditional forms of distribution and relationships.

You’ve got one word that sums you up succinctly — which one would you choose?

Kind.

On the golf side of sales what is the approximate percentage of income derived from green grass shops, retail outlets and online efforts?

5% – brick and mortar
35% – retail outlets
60% – online

Many companies tout the importance of customer service. Define the term and the approach followed.

The customer is always right. We do everything within reason to make sure they are happy and that our products are truly helping people live well.

How do you cultivate customer feedback and what role does such information play in your future business development decisions?

We always listen to our customers and try to improve, especially if it’s a trend that makes sense for our industry.

You can change one thing in golf unilaterally — what would it be and why?

Making golf available to the masses while adapting to changing demographics. I believe cultural relevance will keep the industry robust well into the future.

Going forward, what the biggest challenges — short and long term — and what strategic response have you implemented to deal with each.

Hard to find new and unique innovative products that are environmentally sustainable.

Best advice you ever received — what was it and who was it from?

You need to invest in the correct management to get the business to succeed. – My father.