Denmark’s most recognized voices in golf are now playing used
For over 30 years, Leif Nyholm and Henrik Knudsen have followed every driver, every iron and every putter on the European tour. Now they are ambassadors for WePlayAgain.
This is not a random collaboration. It is two people who have spent an entire working life understanding golf, and who have chosen to stand behind the idea that the best equipment does not have to be new.
They know the equipment market better than most. They have seen it all – from the titanium revolution to the latest adjustable drivers – and they know that most of it is still fantastic equipment, even when it has been out on the course for a couple of seasons.
See Leif and Henrik behind the scenes
Follow along as Leif Nyholm and Henrik Knudsen visit WePlayAgain as they now put their names behind it.
Leif Nyholm
Leif Nyholm has had his hands in Danish golf for decades. As a coach, he has worked with names such as Thomas Bjørn, Steen Tinning and Maarten Lafeber on the international tour. As a commentator, together with Henrik Knudsen he became a fixed part of Danish golf’s soundtrack – from the first Masters in 1992 to more than 30 years of continuous coverage.
He knows the equipment market better than most. When he says that an iron set that is 5 years old can still play just as well as a new one, that is not an opinion – it is experience from thousands of hours with teaching and equipment in the hands of all kinds of different players.
"I have tested equipment for 30 years. Most of what ends up at WePlayAgain is just as good as what people buy new in the shops. The difference is the price and that customers can test the equipment on the course before deciding whether they’ve hit the mark."— Leif Nyholm, Coach & former Golf Commentator
Henrik Knudsen
Henrik Knudsen is the voice that hundreds of thousands of Danish golf viewers associate with major tournaments. Since 1991, he has commented on more than 20,000 hours of TV golf – majors, Ryder Cups, and decades of dramatic highlights on the European tour.
Henrik is not the kind of person who puts his name on something for the money. When he chooses to stand behind WePlayAgain, it is because he genuinely means it. He has seen thousands of clubs in action and knows that quality does not disappear because the price tag says used.
"When Leif and I first visited WePlayAgain, we were surprised by the quality. This is not a flea market. It is serious golf equipment getting a new life. And that just makes sense."— Henrik Knudsen, Speaker & former Golf Commentator
From the commentary box to WePlayAgain
Leif and Henrik were paired up as commentators during the Masters in 1992. What started as a TV experiment became more than 30 years of working together and one of the most recognizable duos in Danish sports.
In 2024, their time at Viaplay and V Sport Golf ended. But their knowledge, their network and their passion for golf did not disappear.
"We have spent 30 years telling Danes about golf. Now we want to help tell them that it does not have to cost a fortune to play golf."— Leif Nyholm & Henrik Knudsen
That is why we have ambassadors
Kenneth Stie
Co-founder & Director, WePlayAgain"We started WePlayAgain because we believed that used golf equipment deserved better than to sit collecting dust in a garage. Getting Leif and Henrik on board is a huge recognition. Those two know equipment at a level most of us can only dream of."
Søren Heilmann
Co-founder & investor, WePlayAgain"For me, Leif and Henrik represent high credibility, expertise combined with warmth, humor and a twinkle in the eye. Those are qualities I would like to be associated with WePlayAgain. That is why Leif and Henrik are a perfect match as ambassadors."
The future of used golf equipment
The golf industry is slowly turning around. More and more players are discovering that they can get top-quality equipment cheaply as used - without compromising on quality.
With Leif and Henrik as ambassadors, we are taking the next step. They will help test, evaluate, and recommend equipment. They will share their knowledge on our platform. And they will help show that used is not a compromise – it is a smart choice.
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