Retail Opportunities:
Extending Retail to the Fitness Center

Natalie Knopp, AGM is the Assistant Director of Retail at Sawgrass Country Club in Ponte Vedra Beach, Florida.

Sawgrass Country Club, a member-owned facility, has been recognized as a five-star Distinguished Club and a Platinum Club of America. Located in beautiful Ponte Vedra Beach, Florida, the club has also been recognized by Club + Resort Business for top-ranked experiences, including our golf shop, fitness & wellness and racquet experiences.

This standard of excellence extends to the club’s retail areas, as well. Our golf and tennis shops provide an elegant shopping experience that meets, and often exceeds, our members’ golf and style needs. It makes sense to extend this superb retail experience to our fitness department.

As our Director of Fitness and Recreation Tia Casady says, “Fitness retail is a great new channel, in addition to the other merchandise concessions at the club.”

The fitness center apparel area is located in the front lobby, catching gym-goers’ eyes as soon as they walk in. This retail addition is a welcome service for members who have expressed interest in athletic and leisure wear with the famous Sawgrass Country Club logo.

Up to now, the golf shop has carried activewear to cater to our membership. But we know many of our members participate in other activities outside of just golf. Now that fitness has a retail outlet, we can point our membership to the fitness center and continue this great partnership between the two.

Currently, the fitness center is carrying high-performance brands like tasc Performance apparel and Under Armour. With men’s and women’s apparel offerings, we believe the fitness center’s retail area will continue to expand. We even anticipate carrying youth apparel. It will be a place for all our members, especially families living an active lifestyle, to shop!