Taylor Ross, the 2021 Gulf States PGA Section Assistant Professional of the Year, is the PGA First Assistant Professional and Buyer at The Country Club of Jackson (Mississippi).
At The Country Club of Jackson, Theragun by Therabody started our transformation to fitness. I had a conversation last year with our PGA Head Professional Jason Prendergast about what we could sell besides traditional items like golf shirts, hats, shorts, etc. We decided that adding categories to our merchandise mix could increase revenues.
So, we brought in the Theragun products in October of 2020 and actually pre-sold many units. We’ve reordered six times already, with 24 units each time, and recently conducted another promotion, pre-selling 48 more units. All I did was email membership news of our sale, notifying them that they had a certain number of days to buy the Elite model for $299, after which it would revert to the regular price of $399. Many of them were wrapped and ready for gift giving when they were picked up.
The Theragun products normally sit on our catch-all table, but are now displayed prominently in front for the holiday season. We carry the Mini, Elite and Pro – three different price points from which to choose. We also provide a description of each one, as well as the differences between them.
Piggybacking off the success of Theragun products, we brought in Lululemon apparel to continue our fitness and wellness push. We started with 50 units that included leggings and long- and short-sleeve tees, and have since expanded to 288 pieces on the floor, adding tennis skirts and an assortment of colors, which keeps our members shopping here.
After recognizing a trend of men coming in for something to wear to their tennis lessons, we brought in some basic bottoms and tops, and that’s also been going well. These new products have allowed us to see a lot of new faces that hadn’t come into the golf shop before.
In addition to Lululemon, we’ve expanded our selection of tasc Performance wear. In fact, we stock short-sleeve and long-sleeve Carrollton tees, as well as Carrollton hoodies, and can’t keep them in stock. Our primary consumer of these products has been our younger members – 45 and under, a demographic that is wearing a golf shirt, but with a hoody over it. It’s part of a more health-conscious fitness lifestyle, and sales have reflected this trend.