When Tom Mackenzie first set out to solve a simple problem for his own children’s football games, he didn’t just create another backyard goal. He engineered a versatile, portable, and adjustable aluminium goal capable of transforming grassroots football – and with it, a small New Zealand business has stepped onto the global stage. Now, Telescopicgoal has gone on to win in the 2025 David Awards’ Most Inspired Use of Marketing category, reflecting not just the innovation behind the product but the creative ways the business engages audiences worldwide.
Born out of his dual passions for football and engineering, Telescopicgoal merges mechanical design and practicality. Each goal is made from aircraft-grade aluminium, lightweight yet strong, rust-resistant, and fully adjustable to more than 35 different sizes.
“As a football dad, I was frustrated by the inconsistency in recommended goal sizes. Clubs, academies, and regional associations all had different standards, and plastic goals broke easily. I wanted one solution, something that could grow with players, from the youngest to the most advanced.”
Players can use smaller configurations for skill development and one-on-one practice, and then scale up for full matches. The entire frame packs into a compact wheelie bag, ready for the park, the beach, or even a mountain top.
Tom’s background in mechanical engineering and architecture played a key role in transforming his frustration into invention. “The idea wasn’t just to build another goal, it was to engineer something versatile enough for clubs, schools, families – anywhere football is played – while also saving money, storage space, and time.”
The goals have been adopted internationally, from New Zealand and Australia to the UK, Europe, Japan, and the United States. Elite players, clubs, and academies rely on Telescopicgoal for training and competitions. Oceania legend Wynton Rufer has even endorsed the product, reinforcing the global credibility of this Kiwi innovation.
“It’s been amazing to see our goals in use across so many different countries. Seeing a small idea grow into something that genuinely helps grassroots football is what drives me every day.”
Marketing smarts
While the product is innovative, the business’s recognition in the marketing category reflects a different kind of ingenuity. Marketing has always been a core focus for Telescopicgoal, especially in the face of challenging economic conditions.
“In a tough year, marketing is often the first cost businesses cut, but for us, it’s essential. It’s how people discover us. It’s how we expand globally.”
His approach combines traditional digital advertising with highly targeted, low-cost strategies. Tom personally designed an AI tool to gather football club contact details efficiently – a task that traditionally might have required an agency. This allowed him to conduct direct campaigns in Australia, the UK, and the USA, tailoring messages to clubs, schools, and parents.
“I’ve spent years learning the best ways to reach niche markets. It’s not about spending the most money; it’s about being smart and creative with the channels you use. That’s what I think caught the judges’ attention. We’re not just advertising, we’re building relationships and delivering value.”
A small team supports the effort, including a marketing manager based in the UK who helps coordinate campaigns in Europe. Even with limited resources, the focus has always been on strategic outreach rather than broad, unfocused advertising.
Tom Mackenzie installs a Telescopicgoal.
Overcoming challenges and expanding reach
No international business is without obstacles. Different countries have different regulations, expectations, and logistical challenges. Tom recounts how each market required adaptation: “What works in Australia doesn’t necessarily work in the UK or the US. You have to experiment, learn, and adjust constantly.”
In 2025, Telescopicgoal introduced a new product, the T-Rex, a foldable aluminium goal designed for younger players aged five to seven. Customisable printing on the net adds further appeal, particularly for clubs looking to showcase sponsors or logos.
Despite economic uncertainty at home in New Zealand, international demand has helped sustain growth. The USA market, in particular, presents enormous potential, with new campaigns targeting schools, colleges, and clubs. Tom has also ensured that his European market is supported by a multilingual website, allowing engagement across the continent.
“It’s been tough, but seeing the product embraced internationally has been hugely rewarding. It’s validation that a small Kiwi business can compete and make an impact globally.”
Entering the David Awards he says was as much about reflection as recognition. “The process makes you step back and evaluate what you’ve achieved. It’s a moment to celebrate the hard work and innovation, and to see where you can improve or expand.”
Being a winner, he says, will provide additional exposure and credibility. “Any publicity helps, especially for a niche product like ours. The awards spotlight what we’re doing and reinforces to customers and partners that we’re committed to growth and excellence.”
For other small business owners considering awards programmes, Tom offers this advice: “Don’t hesitate. It’s an opportunity to share your story, gain exposure, and reflect on what your business offers. The value goes beyond the trophy.”
Growth through innovation
Looking forward, Telescopicgoal is focused on growth in new markets and continued innovation. In addition to expanding the USA and European footprint, the company aims to develop partnerships with clubs, schools, and digital platforms that support football training and administration.
“At the heart of it, we’re still driven by the love of the game. But innovation isn’t just about the product; it’s about how we operate the business, how we market it, and how we connect with our community. That’s what keeps us moving forward.”
This article was originally published in the October 2025 issue of NZBusiness, read it here.
Telescopicgoal won Most Inspired Use of Marketing Award at The David Awards 2025. The judges’ said of the entry: “Telescopicgoal has been persistent and highly active in strategically building prospect databases, targeting game influencers, developing partnerships and programmes and running a wide suite of marketing activities in a number of countries.”
