When golfers think about improving their swing, they often imagine expensive coaching sessions, complex camera setups, or hours of trial-and-error on the driving range. DeepGolf takes a different approach: The AI-powered app analyzes golf swings using data from a smartwatch, enabling golfers to train anywhere, anytime, and in a highly data-driven way.
DeepGolf was founded by Jonas Dunkel, an alumnus of the TUM School of Engineering and Design, and Marc Mehrer, a doctoral researcher at the TUM School of Management’s Chair of Controlling. While their academic paths initially led them in different directions, the TUM ecosystem brought their perspectives together and ultimately back to their shared hometown of Heilbronn.
Today, these complementary backgrounds form the foundation of DeepGolf and shape how the team turns its ideas into practical products.
From Academic Research to Entrepreneurial Vision
The technological foundation of DeepGolf emerged from Jonas’ academic research on movement analysis using wearable sensors — initially without golf in mind. “Before the project, I had no real connection to golf at all,” Jonas says. “It only became relevant to me through my master’s thesis.”
The decisive impulse for the start-up came from golfers who tested the approach and immediately saw its potential. “After finishing my studies, I received very positive feedback from people in the golf community,” Jonas recalls. “That was the moment I realized there might be real potential to turn my insights into a product.” What had started as scientific curiosity gradually took shape as a concrete entrepreneurial vision.
Marc joined the project when the first algorithms were already in place. “What convinced me was the combination of depth and accessibility,” he says. “A standard smartwatch capturing three-dimensional movement data in a meaningful way — that’s a strong technological differentiator. My role is to help sharpen the user benefit and turn it into a scalable business concept.”
The Smartwatch as a Personal Golf Coach
Golf is a sport where small deviations can have major consequences. Consistency is key – yet feedback between coaching sessions is often limited. DeepGolf aims to close this gap by providing continuous, data-driven feedback based on movement data from a smartwatch.
“Golfers often struggle with the discrepancy between what they think they are doing and what actually happens during the swing,” Jonas says. “Our app visualizes this difference and helps make progress tangible.”
By offering real-time, data-driven feedback, DeepGolf supports smarter practice, more confidence in training decisions, and ultimately more enjoyment of the game.
A Perfect Founders’ Match
The founders’ collaboration thrives on clearly defined yet closely connected roles. Jonas focuses on product development, algorithms, and technical innovation, while Marc brings his expertise in strategy, pricing, user journeys, and business modeling — shaped by his studies, his own entrepreneurial activities with Manage and More and doctoral research at the TUM School of Management.
“Developing a great product is only one part of the journey,” Marc says. “You also need to understand where it creates value for users, how that value translates into a sustainable business model, and how to communicate it clearly.”
At the same time, both emphasize the importance of shared interests as a foundation for their collaboration. “We both genuinely care about technology and entrepreneurship,” Jonas notes. “That common ground makes working together much easier — especially in a start-up environment where decisions often have to be made quickly.”
Everyday Start-up Life at Campus Founders in Heilbronn
Today, both founders work full-time on DeepGolf from the Campus Founders start-up hub in Heilbronn. “A typical day alternates between debugging swing analytics, discussing pricing models, and exchanging ideas with fellow founders over coffee,” Marc explains.
“Working alongside other start-ups makes a huge difference,” Jonas says. “You constantly see how others approach problems, which tools they use, and what works in practice. That accelerates learning enormously.”
Marc agrees: “Community isn’t a buzzword here; it’s a real driver of productivity. Being surrounded by people who face similar challenges creates momentum and keeps you motivated.”
TUM Campus Heilbronn: An Entrepreneurial Location on Par with Munich
The decision to build DeepGolf in Heilbronn was deliberate. “Investments by the Dieter Schwarz Foundation, combined with strong academic institutions like the Technical University of Munich, have created an ecosystem that rivals Munich in terms of infrastructure, support programs, and density of entrepreneurial talent,” Marc says.
Through TUM Venture Labs, the founders benefit from access to research infrastructure, mentoring, and academic networks. “The TUM ecosystem doesn’t just provide resources — it actively supports you. That creates confidence to take risks,” Marc explains. Jonas agrees: “Without this environment, transferring research into a product would have been much harder.”
Within this ecosystem, and with the support of a TUM professor, the team applied for and successfully secured the federal EXIST grant — providing the stability needed to build their start-up at TUM Campus Heilbronn.
Looking Ahead
The next steps for DeepGolf focus on expanding its global user base, refining its feedback models, and gaining a deeper understanding of how golfers use the app in their everyday training. Additional monetization strategies will follow once the long-term value for users has been clearly validated.
For Jonas and Marc, DeepGolf also represents a broader example of how academic expertise and a strong entrepreneurial community can turn ideas into market-ready solutions.
So what is their advice to students and aspiring founders? Both emphasize the importance of taking risks early. “You don’t need everything to be perfect before you start,” Marc says. “What really makes a difference is taking the first step, putting something out there and learning from the feedback — especially when it’s critical.”
Jonas agrees: “Risk is part of the process. You fall, you learn, and you move forward stronger — especially when you’re surrounded by a community like the TUM that supports you.”
Their message to the next generation is clear: start early, listen closely to your customers, and don’t be afraid to take risks.
