As the business expanded beyond Thailand, Michael identified two key markets for polo shirts: the corporate sector, catering to uniforms, client gifts, and corporate golf events, and individual consumers seeking quality polos for golf, the gym, or leisure. To address both, he split the company into two divisions: Fenix Custom, specializing in bespoke performance apparel for corporate needs, and Fenix XCell, a retail brand for everyday consumers with aspirations in golf apparel.

The golf apparel market was competitive, dominated by big-name brands. However, Michael saw an opportunity in Asia’s preference for bold, colorful designs. Fenix XCell gained recognition for its stylish, eye-catching looks, particularly its signature “Camo” designs. Today, after years of solidifying ourselves in the industry, our apparel is not only worn by professional golfers worldwide, but we also provide the merchandise and apparel for the biggest events in the golf world such as the Porsche Singapore Classic and a host of International Series events on the Asian Tour Schedule.