GreenUp Golf is a Danish company founded by a group of golf enthusiasts aiming to make the sport more sustainable. They specialize in producing eco-friendly golf accessories, notably golf tees, crafted from upcycled coffee grounds. This innovative approach helps minimize waste and reduces reliance on traditional materials like wood and plastic. On this episode of The Wednesday Match Play Podcast brought to you by Eden Mill St Andrews, Kristian joined me to share what inspired him to start GreenUp Golf, diving into the importance of sustainability in the golf industry. He also touched on his connection to my dear friend Michael Althoff, and how GreenUp tees perform compared to traditional wooden and plastic tees. We explored the feedback they've received, the honor of being named 2025 Best New Product at the PGA Show, and their exciting partnership with the ECCO Tour. This was a powerful and inspiring conversation, and it was an honor to have Kristian on the show. Let’s tee off.