Brian Williams, the 2023 Gulf States PGA Section Merchandiser of the Year for Private Facilities, is the PGA of America Owner and Golf Coach at Mind Body Swing in Baton Rouge, Louisiana.
Brian Williams on the importance of curating products of every athlete’s journey:
At Mind Body Swing, we wanted to create more than just a golf training facility. We wanted to design an ecosystem where performance, lifestyle and community meet. Our golf shop reflects that same vision. It’s not just about selling apparel or gear; it’s about creating a space where our athletes, members and families can find everything they need to support the way they train, move and live. Whether someone is in here for a golf lesson, a fitness session or a mental training program, we’ve curated products that fit every side of that journey. Our retail space bridges the gap between traditional golf shops and modern fitness boutiques. We carry apparel that transitions seamlessly from the simulator bay to the gym floor because our members live that duality. You’ll find performance polos and golf shorts right alongside training shirts, leggings and lightweight outerwear designed for movement. Many of our golfers spend as much time in the gym as they do on the range, and our goal is to provide apparel that supports both environments without sacrificing style or comfort. We’ve also built out our selection to accommodate the wide range of athletes who call MBS home. We have juniors who are learning the game and training for competition, so we stock junior golf apparel, workout gear and accessories that make them feel like the athletes they’re becoming.
Brian Williams on the business impact of curating products of every athlete’s journey:
For adults, we carry premium golf brands as well as fitness-focused pieces for both men and women – everything from gloves and hats to women’s-specific apparel lines that merge performance with lifestyle. We want every person who walks through our doors – from the eight-year-old junior to the 50-year-old executive – to feel like there’s something here built for them. Beyond clothing, our shop also focuses on the essentials of high performance. We carry golf balls, gloves, tees and training aids, but we also offer recovery and wellness tools like Theraguns, resistance bands and mobility accessories. The same way we approach coaching holistically, we want our retail experience to support the complete athlete before, during and after they train or play. Lastly, as a performance hub, equipment fitting and customization play a key role in what we do. Members can be fit for clubs on-site using our advanced simulator technology, ensuring every player leaves with gear optimized for their game. We see our retail space as an extension of our coaching philosophy, as every product, every brand and every display is chosen to reinforce our belief that “different works.” It’s about serving the full spectrum of athletes who are redefining what golf looks like today.
If you would like to email the author of this Best Practice directly, please email brian@mbsgolf.com.
