Dynamic Discs

Since Dec. 2012, Dynamic Discs, Latitude 64 and Westside Discs have often been referred to as the “Trilogy” by disc golf fans and supporters.

Dynamic Discs of Emporia and Latitude 64 announced Wednesday they had acquired Westside Discs and will take equal ownership over the company.

There has been nothing short of a strong partnership between the three companies since 2012. Business operations started in 2005 for Latitude 64 and Dynamic Discs. Latitude 64 started out as a disc golf manufacturer and Dynamic Discs as a disc golf retailer and brand. Westside Discs was formed in 2009 and partnered with Latitude 64 to initially produce discs for the Finnish market, which quickly spread throughout the world.

Ownership of each brand is different between each company. Latitude 64 has four equal partners that founded the company: David Berglund, Tomas Ekström, Svante Eriksson, and Johan Åström. All four continue to act and operate as owners and are involved with the business on a daily basis. Dynamic Discs is owned by Jeremy Rusco, who remains dedicated to growing the sport and his operation at a pace nobody seems to be able to keep up with. Westside Discs has been under the ownership of Janne Penttila and based out of Helsinki, Finland.

If there is one thing certain in the business world, it is that change is inevitable and the ability to keep evolving is essentially. Lifestyles and business interests can change at any given time. Changes in the disc golf market and keeping up with the growth are constant challenges disc golf companies and ownership face.

Latitude 64, Dynamic Discs and Westside Discs are meant to remain a “Trilogy” of companies, and when recent interest was expressed from Janne Penttila to step away from the disc golf world as an owner, Latitude 64 and Dynamic Discs wanted to find a way to make sure Westside Discs could remain a part of the Trilogy Family.

Latitude 64 and Dynamic Discs announced Wednesday the recent acquisition of Westside Discs. Latitude 64 and Dynamic Discs will take over equal ownership of the Westside Discs brand and molds. Westside Discs will continue to function in a similar fashion it has functioned up until this time. There will continue to be new disc releases every year, there will continue to be a separate website, there will continue to be a sponsored team and there will continue to be discs produced and sold throughout every disc golf market that has an interest in the brand.

There will be some changes throughout the European market, but changes representatives of the three companies believe will be for the better. The Westside Discs Distribution Center will no longer handle orders and fulfillment for the European market. European distribution will be handled at the Latitude 64 production and distribution center in Skellefteå, Sweden. The companies believe this will decrease overhead costs and increase consistencies between the three brands in the European market.

Teemu Nissinen, Westside Discs sales manager, has been kept on board as the Westside Discs and Latitude 64 sales manager and will further explore additional sales avenues for disc golf.

United States distribution for Westside Discs will remain in Emporia at Dynamic Distribution, so there will be no visible changes for the American market. The plan and intent is to make sure a better selection of discs from Westside are constantly available on the order form as the companies struggled to keep adequate inventory in the United States during the 2017 season. Westside Discs production planning will be overseen for the U.S. market by the inventory and production planning team at Dynamic Discs to focus on having the best assortment throughout the year.

Latitude 64 and Dynamic Discs intend to make decisions collectively for Westside Discs for the immediate future.

They don’t intend to hire on a CEO or brand manager immediately for Westside Discs and know this may be a critical and important part of keeping the brand moving in the right direction based on what the needs and demands of the customers and fans indicate.

“This is a very exciting time for our brands to remain unified and ensure that we keep giving our sponsored players the ability to throw anything that they wish amongst the different brands,” Berglund said. “If you look at a lot of top touring players’ bags, you will constantly find the Westside Discs Harp as an important tool in their bag. The King and the World are staple products as well for many players. We look forward to creating more discs that the players are requesting.”

So, what is next?

One could say only time will tell. However, the momentum from Dynamic Discs, Latitude 64 and Westside Discs in the market is likely not just by coincidence. Owners expect an even more unified operation that starts to function more as one company with one goal in mind — to prove to the disc golf world they are here to stay and to grow the sport even further.

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