Director Josh Smith (center) and his business partner Joe Cloyce (left), along with former MLB standout Buster Posey, create exciting games with FlagBag. Photo by Bo Valchek
Josh Smith wasn’t physically present at Augusta National Golf Club for the 2024 Masters, but his presence was certainly felt.
You’ve probably heard the phrase “that’s my bag.” Those words meant a lot to Smith last year in Augusta, Georgia. As legendary golfer Jack Nicklaus prepared to hit his ceremonial tee shot during the first round of the Masters, the golf bag he used quickly caught the attention of fans and media. The reason? Because the bag was a FlagBag, made specifically for the Golden Bear by Smith.
Smith, the superintendent of Orinda Country Club in Orinda, California, and co-owner of FlagBag, designed the bag that Nicklaus featured on the tee. Nicklaus’s grandson contacted Smith and made his wish come true. “He wanted to surprise his grandfather by giving him a bag with Jack’s five favorite major championships,” Smith said. He personally designs each FlagBag, including the layout, color, and overall design. “He gave it to Jack for his 84th birthday, and Jack couldn’t be happier.”
Smith’s excitement grew when a handwritten letter from Jack arrived. In it, Smith expressed his gratitude for the bag, calling it “the coolest bag I’ve ever seen or owned.” Smith’s social circle was equally enthusiastic. “I started getting messages before I even saw the bag in use. It was so prominent at the Masters, and Jack using it on the first tee, it was just incredible,” Smith said.
The recognition was a huge boost for Smith, whose company, FlagBag, was founded in 2019. Thanks to Nicklaus’s connections and the involvement of some high-profile partners, including former San Francisco Giants star Buster Posey and Youth to the People co-founder Joe Cloyce, FlagBag’s business is booming. The company was originally founded by Smith and his brother Matt, but by mid-2024, Matt had returned to commercial real estate, and Percy and Cloe had become Smith’s primary business partners.
Smith met Posey about five years ago at Orinda CC, as Posey’s illustrious career was coming to an end in 2021. Posey has a remarkable career .302 batting average and is the only player in history besides Pete Rose to win Rookie of the Year, MVP and three World Series titles. “He’s a lot of fun, a lot of versatility,” Posey said of Smith. “I was playing in Orinda and I saw Josh carrying a prototype bag. I was intrigued. It’s a beautiful, unique product that golfers will love. It really stands out.”
Posey was so impressed that he jokingly told Smith, “If you need a board, call me.”
“The FlagBag is a great product, and I want to do everything I can to make it successful,” Posey said. Posey’s signature bag features the vintage orange-and-black flag that once flew at Orinda College.
Smith’s relationship with FlagBag began when he was the director of golf at Orinda CC. Over the years, he noticed a recurring pattern: Used flags were often discarded immediately. “After a guest event for members, I had 22 flags left over,” recalls Smith, who has been a GCSAA member for nine years. “They were brand new and made of quality materials, so I started thinking about what to do with them,” he says.
After months of brainstorming, Smith realized he needed help with the sewing, so he turned to his friend Todd Rohrer. Basil was in the process of starting his own bag company, MacDonald Leathergoods, in Portland, Oregon. Basil still helps Smith make the FlagBags.
FlagBag is owned by Kyle Hegland, GCSAA Class A director at Sand Dunes Golf Club in Mullen, Neb. Photo courtesy of Kyle Hegland
Cloes admired Smith’s energy and creativity. “Josh is a smart, driven guy,” says Cloes, whose beauty company, Youth to the People, was founded a decade ago. “I love the stories behind these bags. They’re more than just bags—they’re works of art, and each one has its own unique story. We’re creating something special.”
The FlagBag attracted a lot of attention during the AT&T Pebble Beach Pro-Am. Then-host Jim Nantz, a former GCSAA “Old Tom Morris Award” winner, mentioned Smith on the show and noted that Smith had made 175 bags for the event. During the live broadcast, viewers also saw actor Bill Murray carrying one of Smith’s bags.
Since then, FlagBag’s product line has expanded beyond golf bags to include accessories like travel bags, valuables bags, and club head covers. Notable clients include major champion Ben Crenshaw and PGA Tour standout Will Zalatoris. Smith said FlagBag has sold about 2,000 golf bags as of January 2025. While the FlagBag has attracted a lot of attention, Smith is quick to point out that it’s not a “get rich quick” project. “It hasn’t changed the trajectory of my family’s life yet,” Smith said, noting that the FlagBag starts at $975.
Kyle Hegland, GCSAA Class A Director of Golf at Sand Hills Golf Club in Mullen, Neb., is a longtime friend of Smith’s and now a proud FlagBag customer.
“Josh is truly an inspiration,” said Hegland, who has been a GCSAA member for 20 years. “He was so creative and passionate about everything he did.”
Hegland’s enthusiasm for the FlagBag reflects a growing trend among golf course managers who want to reuse old flags in an environmentally friendly way. “Breathing new life into our old flags with the FlagBag is a game changer,” Hegland said. “I highly recommend other managers consider this solution — it’s a simple, environmentally friendly solution that helps reduce waste and gives old flags a second chance to be used.”
Smith’s creative talent runs deep. As a young man, he made golf balls from shredded tin foil, plastic wrap, and duct tape. He still paints golf course landscapes, a passion he’s had since childhood. Some of his paintings have even been used by golf champion Tom Lehman at a golf course he designed in Nebraska.
Smith is multi-talented and has a purpose in everything he does. “I wear three hats,” Smith said, “and I love each one.”