Voice Caddy, which effortlessly provided distance information on golf courses, now accompanies runners' steps and breathing. Kim Joon-o,...
Voice Caddy, which effortlessly provided distance information on golf courses, now accompanies runners' steps and breathing. Kim Joon-o, representative of VC (V-C), the top domestic golf distance measurement device company, has challenged the running market by unveiling the running watch ‘Neuron (NU:RUN) R21’. The underdog (challenger against the strong) that confronted Bushnell in golf is now targeting Garmin (the dominant player in the global running watch market).
The Underdog's Rebellion Beginning in Golf
Voice Caddy’s beginnings were humble. Representative Kim Joon-o was an engineer who researched wireless communication semiconductors after studying electrical engineering at Seoul National University and pursuing a doctoral course at UCLA. However, a GPS (Global Positioning System)-based golf distance measurer he created as a hobby unexpectedly became a hit, completely changing the company’s direction. The first product, released in 2011, was a button-type Voice Caddy attached to a hat. Although it was a simple idea—"being able to check distances without having to ask a caddy each time"—it was received as an innovation among domestic golfers at the time.
In its first year of release, 100,000 units were sold, recording sales of 5.6 billion Korean won. Subsequently, expanding its product line to include watch-type, laser-type, and launch monitors, Voice Caddy rose to the top of the domestic market. Even in competition with global powerhouse Bushnell, it maintained domestic market share and, in 2019, won an export award, demonstrating its presence in overseas markets. VC recorded sales of 53.7 billion Korean won in 2021, showing explosive growth.
Representative Kim said, "Initially, we simply wanted to alleviate golfers’ inconveniences, but by quickly reflecting our firsthand experiences on the golf course into our products, we were able to build competitiveness." More than half of Voice Caddy’s employees are researchers, and many of them enjoy playing golf themselves. The company’s philosophy is to identify inconveniences from the users’ perspective and implement solutions through technology.
Targeting the Running Market: The 'Neuron R21' Strategy
Representative Kim turned his attention to the running market after participating in a 10-kilometer marathon last year. While running himself, he realized that running had evolved beyond a simple hobby into a full-fledged culture. He said, "Running is an activity where one can pursue records, health, and a sense of achievement simultaneously. We were confident that the GPS and UX (user experience) technologies we had honed in golf watches could also work in running."
The running market has grown explosively in recent years. The number of office workers in their 30s and 40s who enjoy running after work has increased, and health-conscious women in their 50s have also joined the trend. As more runners list completing the world’s seven major marathons on their bucket lists, running has expanded beyond mere exercise into a lifestyle combining travel and tourism. The domestic market for running shoes and apparel is also growing rapidly, and demand for dedicated running watches and accessories is on the rise.
The Neuron R21, named to symbolize the half-marathon distance of 21 kilometers, targets beginner and intermediate runners. The key improvement addresses the complex settings and slow after-sales service (A/S) that runners found inconvenient. Representative Kim said, "What runners want is not just records but also convenience," adding, "We created a runner-friendly product through one-day A/S and a simplified UX."
The product’s price is set at half the level of competitors. Its slim and lightweight design, along with various band colors, targets young runners. Despite offering 58 types of running data, users can intuitively utilize the functions.
VC is also preparing the ‘Daedong Run Map’ project. The plan is to map and share popular running courses across the country and spread a running culture combined with travel. Representative Kim said, "When running and tourism combine, a new market opens. What runners want is not just simple records but experiences."
Q&A with Representative Kim Joon-o
― Why enter the running watch market? "Last year, I participated in a 10-kilometer race and ran myself, realizing that running had become a culture beyond a hobby. We also had technical confidence. The GPS, sensor, and UX know-how we accumulated in golf watches were sufficient and applicable to running."
― You must compete with global giants. "In golf, general smartwatch apps failed to replace specialized devices. I believe running also has a domain for specialized equipment."
― What is the Neuron R21’s biggest differentiator? "We solved the two biggest inconveniences for runners: complex UX and slow A/S. We introduced ‘one-day service’ and simplified the UX for intuitive use. The price is half that of competitors, the design is slim and lightweight, and the bands come in various colors targeting young runners."
― How much running data do you provide? "We offer 58 types of data. Beyond basic information like speed, heart rate, cadence, and stride length, sensor fusion technology enables accurate analysis even in GPS-shadowed areas. We optimized the technology accumulated in golf for running."
― Are you preparing services connected to the runner community? "Yes. We are promoting the ‘Daedong Run Map’ project. We plan to map courses recommended by runners nationwide and develop programs combining running with travel. We want to help runners enjoy participating in overseas marathons like a bucket list."
― What is the ultimate goal of the running watch business? "It’s not just selling devices but creating a platform that accompanies runners throughout their lifecycle. We aim to build services connecting record-keeping, training, race participation, travel, and community."
― How does your success in golf help in running? "While developing golf watches, we quickly reflected user feedback. Runners also have clear demands: fast response, reasonable pricing, and realistic data provision. These are areas where we have strengths."
― What are your global expansion plans after the domestic market? "First, we aim to firmly establish ourselves domestically. In golf, we built competitiveness at home before going abroad. We’ll take the same strategy with
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