Jeri Cunningham is the Golf Operations Manager at Anchorage (Alaska) Golf Course.
We started carrying ladies’ fitness apparel in our golf shop four years ago. This included leggings, yoga bottoms, performance jackets and tops from companies like 7Diamonds, Tail Activewear, SHAPE Activewear, adidas, GGblue and K. Bell Socks. We found that not only did our women customers love the convenience of one-stop shopping in our golf shop, but they also appreciate the ability to utilize apparel for golf, fitness and other sports activities.
7Diamonds was a new line for us last year and has done extremely well ever since. With a variety of pieces, it is the perfect athleisure line. The fabric selection is great – super soft – and the quality is excellent. Their Generation Collection is our number one seller. We have sold out of the Generation pullover three times and eagerly anticipate our fourth shipment. We did so well with this piece that we decided to add it to our U.S. Senior Women’s Amateur Championship selection. I’m happy to say we sold all but two pieces. Their customer service is top-shelf, and this line definitely delivers crossover apparel for golf, yoga, hiking, shopping and lounging.
When it comes to displaying these items, we mix and match them within our existing collections. However, bottoms are separated for a quick grab-and-go. In terms of revenues, we’ve seen an increase in sales to the younger crowd (35 and under), as well as women who like to shop by small, medium and large and not a number size for ease of fit. Overall sales are up about 15 percent, and I only see this continuing to grow.
We do not have a fitness facility on the premises, but there are two fitness facilities within a mile of our property. Golf and fitness are almost inseparable among our demographic. Our clientele is fitness and sports-oriented, as most Alaskans are. Our younger clientele, especially under 35, is almost 100 percent all-in on fitness apparel, as this apparel segment fits every sport or outdoor activity.
