Retail Opportunities:
Opening Members’ Eyes 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.

We have carried a wide variety of Theragun percussion therapy products for about a year now, and they have been well-received, with many units sold in that short time. We also sold them at our “Start to the Golf Season” member kick-off event in March as a newer item that some members weren’t familiar with yet.

We have a Theragun display adjacent to our cash wrap/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.

Success in one fitness category opens the door to others. We also sell male and female activewear at Monarch Beach. We carry lululemon, and as the trend in the industry has been going, many of our other brands now incorporate this style of clothing in their regular golf and lifestyle lines, which we have sporadically displayed throughout the golf shop, rather than in any one section.

These include T-shirts from Linksoul, Radmor and TravisMathew, Greyson joggers, Nike leggings and hoodies from most of those same brands. We also sell Yeti, Corkcicle and lululemon water bottles, and a few lululemon yoga mats and items used for stretching too.

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.