Patrick Crow, the 2019 Illinois PGA Section Merchandiser of the Year for Private Facilities, is the PGA Director of Golf at Chicago Highlands Club in Westchester, Illinois.
Patrick Crow on the importance of driving retail growth through fitness:
We carry traditional golf brands and non-traditional golf lines. Adding lululemon to our merchandise mix has really grown our business and allowed us to offer more athleisure products than ever before. Their skirts work great on the golf course, as well as on the tennis court, and their entire catalog of products has done well for us. I believe a good portion of our increase in women’s sales in 2021 was attributable to our success in selling more athleisure brands. These new lines have driven a new segment of customer to our golf shop, and this has helped with increased sales across all brands. Having a full fitness center on our property has provided more flexibility and diversity in our golf shop, enabling us to change golf shop merchandise with the seasons. In the heart of the golf season, we are primarily selling golf-specific merchandise. But our golf shop transitions in the shoulder months to offer more fitness and athletic apparel. There are several athletic lines that have done very well. Hoodies and joggers remain great performers, selling out almost immediately every time we’re able to bring them in. For women, the Align Leggings and the Define Jacket from lululemon are some of our best sellers, and we also do well with their Everywhere Belt Bag, which can be worn across the waist or as a cross-body bag that’s great for workouts when you need to carry just a couple of small items. They come out with different seasonal colors all the time, and most women have more than one to match multiple outfits.
Patrick Crow on the business impact of driving retail growth through fitness:
The ability to entice members and guests into your golf shop by selling more than just traditional golf merchandise expands your potential revenue streams. This not only helps with sales, but it provides a fantastic experience and vital service for members and guests, knowing that the golf shop can satisfy all their shopping needs. Whether they enjoy our fitness facilities first and recognize the need for these added apparel lines, or learn about the apparel and are driven to utilize our fitness services more, the added revenue and member engagement are vital assets that drive an enhanced member experience.
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