Kennedy Bodiford, the 2024 and 2025 Pacific Northwest PGA Section Merchandiser of the Year for Public Facilities, is the PGA of America Head Golf Professional at Tokatee Golf Club in Blue River, Oregon.
One of the most noticeable shifts happening in golf shops today is the customer who’s actually buying the merchandise. While the traditional golfer demographic still exists, the customers consistently spending money in the shop are getting younger. That reality has changed the way I approach buying. Instead of purchasing for who we think should be shopping in the pro shop, I buy for the people who love the merchandise, wear it often and come back for more. When you lean into the customers who are genuinely excited about your product, the results tend to follow.
Athleisure has been one of the biggest drivers of this shift, with lululemon-inspired lines, Johnnie-O’s relaxed-fit offerings and DF Modern and Swannies having found real success by blurring the line between golf apparel and everyday wear. Golf is becoming more casual overall — dress codes are loosening, collars aren’t always required, athletic shorts and tennis shoes are widely accepted and players want clothing that feels comfortable and current. Apparel that feels too “traditional golf” is simply not moving the way it once did.
Another important factor is that most people don’t just play golf. Today’s customer is likely playing pickleball, tennis, running, hiking or spending time on the river. They want clothing that can move seamlessly between activities. I see this firsthand at Tokatee Golf Club.
My husband isn’t a golfer at all, yet he owns multiple Johnnie-O, Linksoul and Straight Down sun hoodies that he wears for work, rafting and fly fishing. When apparel can function across multiple parts of someone’s lifestyle, it immediately becomes more valuable and easier to justify purchasing. This versatility also opens the door to selling to non-golfers, which is often overlooked in golf shops.
Some of our most successful items are gifts for spouses, partners or family members who may never set foot on the golf course. I’ve seen more than one situation where a Swannies cropped pullover purchased after a “guys’ golf trip” has done wonders for someone’s standing at home. You don’t have to be a golfer to love good-looking, comfortable apparel, and golf shops that recognize that expand their audience significantly.
Finally, design matters more than ever. Unique patterns, bold colors and loud prints are absolutely in. Younger shoppers aren’t afraid of statement pieces, and they’re drawn to apparel that feels different from what they can buy anywhere else. When you combine modern fits, multipurpose functionality and eye-catching design, you create merchandise that doesn’t just sell — it creates brand loyalty. The key is to buy confidently for the customers who are already telling you what they want and not be afraid to evolve alongside them.
