Ardie Cashman is the Merchandise Manager at Bearpath Golf & Country Club in Eden Prairie, Minnesota.
Ardie Cashman on the importance of catering to your active membership:
Bearpath Golf & Country Club is a wonderful all-purpose club with a lot of activity inside and out, including fire pits, and tennis courts that are turned into skating rinks in the winter. Our fitness center is open to members during clubhouse hours and offers professional trainer services by appointment. Over the past couple of years, we’ve added a yoga studio that has group classes, as well as private yoga instruction for those members who desire the more personal touch. There are many amenities that members enjoy, including a large TV screen for “fitness on demand,” where members can customize a yoga program just for them, which is a great tool for working women and young mothers who can’t get here for classes. We also have cabinets in the fitness center with mats and beverages, and a display of some active apparel lines with a sign that reads “available in the golf shop” to direct people here. We recently welcomed 30 new young families to the club, and like I say to members when they join, it’s a very happy place. In fact, there are many beautiful golf courses in the greater Minneapolis area, but they’re coming here because of the variety in what we offer and the fun nature of our club.
Ardie Cashman on the business impact of catering to your active membership:
As a result of such vibrant fitness programming, we started carrying an active yoga line out of California in our golf shop a couple of years ago, and welcome many of our women members who enjoy shopping for these products. We’ve gotten very into “active casual.” It still has to be golf-appropriate on the course, but there are other opportunities to sell lifestyle and fitness products, like hoodies and long-sleeve UV protection shirts. Fitness and golf have become much more connected in recent years, and we’re trying to take advantage of that marriage, while also considering all our members and providing appropriate products for everyone.
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