Manfred Erlacher, co-founder of Chervò Golf&Sportswear together with his brother Peter, is the strategic heart of the company. While his brother defines the creative and innovative side of the brand, Manfred manages its sales and operations in order to ensure continued financial success. “Manfred’s work is tough and extremely important,” said his brother and business partner Peter, known as “the visionary” of the luxury brand for creative imagination and designs.
Recalling his first steps in the golf industry, Manfred confesses that he started playing golf too late in life to be any good. But a lack of ability has done nothing to curb his passion for the game and his business ideas since building an entire “world” around golf, all of which has been achieved in an impressively short space of time.
“Chervò’s success comes from taking our passion for the game and applied it to what we do best” said Manfred. “We work almost with a competitive spirit to constantly research and develop new technological improvements which define our unique chic-tech sportswear that is used around the world.”
From small, humble origins in the hinterland of Lake Garda, the company has grown at a rapid rate, and a huge golf ball now greets visitors when they arrive at its headquarters in Verona – the symbol of excellence for many golfers.
As his role in the company might suggest, Manfred immediately starts talking about numbers. “Probably in Italy, we don’t have the right perception of how big golf actually is,” he said. ”There are more or less 60 million golfers in the world, with 25 million in America and five in Europe, and only 100,000 in Italy. These numbers come from the constant growth the game has experienced in the last few decades. From my point of view, golf is a sport, not a game.”
He finishes giving a different vision compared to his partner’s one. As a matter of fact, Peter sees golf as an activity which combines the inflexibility of rules of any other sport with the most amusing and relaxing characteristics of a game, without compromising its strong competitive spirit.
The diverse partnership between the two brothers is surely an essential component of the company’s success, even though, as Manfred revealed, that the headquarters were designed to have his office and his brother’s on the two opposite sides. “In this way we can blow off steam at a safe distance,” Manfred says jokingly.
But there is a common starting point between the two, something that they both share intensely: the passion for golf. On this matter there is no division but only great professionality, and it is the driving force that will continue to help them achieve the best, not only for themselves but for the growing group of global golfers that they are proud to represent.
And it is thanks to these kind of synergies, where the passion for the job is strengthened further by a deep-rooted family bond, that will ensure Chervò is in very safe hands for the future.