The Beginning

Fenix XCell founder Michael Moir has always held a deep passion for the game of golf. As a youngster growing up in Aberdeen, Scotland, he competed against some of the best amateurs in the country, and at the age of just 17 he switched Aberdeen for Florida to attend the David Leadbetter Academy. It didn’t take long, however, for Michael to realise two things: Firstly, the world of professional golf is a fiercely competitive environment, and secondly, that he had found he had an even greater talent than golf – business.

With that in mind, Michael put his clubs aside and threw himself into his true passion of becoming an entrepreneur. He undertook a number of ventures, and used his business acumen to achieve great success as just a young man in his early twenties. Ironically, it was back on the golf course that the idea for his next venture was born. He found the realm of golf apparel to be uninspiring. Couldn’t he design his own? Couldn’t everyone? What that in mind, the Fenix XCell brand came to life.

The Fenix Comes to Life

In 2008, Michael started up Fenix XCell apparel. The idea was to give people more flexibility in choosing what they wore. Rather than being confined to whatever brand designers put on the market for them, he wanted to expedite the design process directly to the consumer. The company, then, was built to serve two purposes; firstly, to produce a range of vibrant golf apparel that would give some needed inspiration to golfers under Fenix XCell, and secondly, to provide a bespoke service to companies, sports teams, societies and anyone else who wanted to design their own quality apparel at an affordable price under the Fenix Custom label.

Both arms of the business have thus far been a huge success, with the Fenix Custom proving to be particularly popular. Since its inception, Fenix Custom has provided bespoke apparel for thousands of companies to suit almost every occasion, whether it be a corporate golf day, community event or just providing staff uniforms.

The main advantage of Fenix Custom’s bespoke service is the variety of design options given to the customer – from manufacturing techniques, specific fabrics, logo application and of course the huge number of colour combinations available. Orders can also be made in relatively small batches, as little as 50 at a time, enabling sports teams or small businesses to place orders without worrying about being left with a big surplus.

On the retail side, the Fenix XCell brand has become well known in the world of golf. 2-time European Tour winner Scott Hend has been a brand ambassador since the beginning, whilst 2-time major winner Sandy Lyle was also an ambassador and helped to produce his own collection in 2012. With the company being founded in Bangkok, Michael has always been keen to support the local community, so a number of young Thai players have joined the “Team Fenix” roster over the years, a philosophy that eventually culminated in the signing of 3-time European Tour winner Kiradech Aphibarnrat and the release of the Kiradech Collection.

The Future

With 9 years of growth and development behind us, plenty of excitement lies on the horizon for Fenix XCell. Having started as a small company in Bangkok, catering predominantly to a Thai market, we are now an international brand showcasing our products on an international stage. That ambition to become an increasingly global brand remains, and in 2018 we plan to add further offices in China, Japan and Europe to our current offices in Thailand, Singapore and United States. Another ambition is to branch out our range of retail products to include sportswear and lifestyle products.

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