Golf Fitness Best Practice: Open Members’ Minds to New Fitness Products

Eric Lohman, the 2013 Southern California PGA Section Merchandiser of the Year, is the PGA General Manager at Monarch Beach Golf Links in Dana Point, California.

Eric Lohman on the importance of opening members’ minds to new fitness products:

At Monarch Beach Golf Links, we have carried a wide variety of Theragun percussion therapy products for about a year, and they have been well-received, with many units sold in that short period of time. We also promoted them and sold several at our “Start to the Golf Season” member kick-off event last March. It was a newer item that some members weren’t familiar with yet. Once they learned the benefits of this product line, and experienced them for themselves, they were sold. We maintain a Theragun display adjacent to our cash wrap and front desk, and have been effective at getting the word out on this relatively new category, and the sales numbers prove it. Our golfers and resort guests use them before they play, during the round and upon completion while in recovery. Some just enjoy the massage. We also sell male and female activewear in our golf shop. The trend in the industry has seen many of our other brands now incorporating this style of clothing in their regular golf and lifestyle lines, which we have prominently displayed throughout our golf shop, rather than in any one section. These include T-shirts, joggers, leggings and hoodies. We also sell water bottles, and yoga mats and items used for stretching too.

Eric Lohman on the business impact of opening members’ minds to new fitness products:

Success in one fitness category opens the door to others. When members realize that we have broadened our merchandise mix to include fitness apparel and accessories, it gives them even more reasons to walk through our doors. In addition to many repeat customers, our expansive selection now attracts additional non-golfing members who might not have frequented the golf shop in the past. We have a spa at our resort – the Waldorf Astoria, which is our partner – so people buy these items to work out, as well. I think fitness matters to most people now, and being in California, at the beach, it is engrained in our culture.

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