Apex Golf Carts got its start the way many other successful startups do, filling an unmet need in the market.
Founder Caius Griu got the idea when handling marketing and online sales efforts for another golf cart company in Orange County, where he noticed market potential for the business.
“The company wasn’t taking advantage of it and doing it the right way, so I thought I could open my own company that did,” Griu, whomoved to America when he was 13 from Romania, told the Business Journal.
With help from his wife and brother-in-law, he started Apex Golf Carts out of his garage in 2012, using his website experience to launch the company online.
The family business—based in Laguna Hills—now involves Griu’s two brothers-in-law, Ryan and Michael Moeller, and three other employees. All have one thing in common: they’re in it for the long-haul.
“I’m really picky about who I hire, but when I do find someone, we work to retain that person. Our employees are the biggest part of our success,” Griu said.
The proof is in the numbers, with sales of its carts—which can run nearly $10,000 in some cases—and related products growing exponentially, leading to a need for more space, and more employees to go with it.
Apex Golf Carts was one of five companies honored during this year’s Business Journal Family-Owned Business Awards (see stories, pages 1, 4 and 8), held on Oct. 7.
Fast Growth
It handled about $2.7 million in sales last year—it ranked No. 9 among OC’s fastest-growing small private companies with two-year growth of 57%, according to Business Journal’s Sept. 14 rankings—and could double that again this year. COVID-19 has proved to be a boon, not bust, for the firm.
The company started out selling golf carts from Griu’s garage, with hardly anything invested in advertising. Growth came organically from word-of-mouth, and the company expanded into several storage units in Irvine.
A few years later, the company ran out of space again, and moved to its current spot in Laguna Hills, where it leases about 6,500 square feet.
Increasing sales and expansion into new market segments has once again created the need for additional space, with Griu looking into buying a local warehouse that’s about twice the size of the company’s current base.
Business Make Up
A majority of the company’s revenue is sourced from golf cart sales, though it has been expanding its rental offerings as of late. The company also sells parts and provides golf cart servicing.
“Our goal is to do more rentals, but our bread and butter is service, and fixing parts,” said Griu, who noted that Apex will drive to a client’s house, pick up the golf cart, and drop it off when they’re done.
“We wanted to do the service side right.”
The company also has a small—but high paying—custom golf cart segment.
It’s also switching its fleet to lithium batteries, a safer environmental alternative, and a better performance alternative, according to Griu.
“We were one of the first companies to bring them to Orange County, and they’re flying off the shelf.”
Customers and COVID-19
Their clientele base is fairly split between commercial and individual customers, with the company providing golf cart services for warehouses, hotels, churches and security companies.
On the private buyer side, the company has seen brisk sales to residents of beach cities, and areas near golf courses.
New homeowners in the sprawling Rancho Mission Viejo development also provide a growing source of business for the firm.
These private buyers have also helped the company avoid any negative impacts from the pandemic, with strong demand stemming from local families.
“Everyone seemed to catch on to things like golf carts and electric bikes in the wake of the stay-at-home orders,” said Griu. “Though every year has been a record one for us, this year is proving to be by far our best yet.”
Family, Employees First
Doing fair and honest work is a cornerstone for Griu and his family.
“We don’t want to be the cheapest or most expensive company, we just want to provide good service at a fair price for our customers, no matter who they are, or what their needs are,” Griu said.
He also emphasizes a fair workplace for his employees, getting ideas for competitive salary and benefit packages from his wife, Jessica Moeller of Casco Contractors, who was previously nominated in the Business Journal’s CFO of the Year awards.
“I eventually want my company to be employee-owned,” Griu said.
