PGA Tour Superstore (PGATSS), the largest golf-specific retailer in the U.S., continues to have record sales while expanding the number of locations and says clubs, apparel, and accessories specifically for women are an important focus to fuel additional growth.
In an exclusive interview with CEO and President Dick Sullivan he described how the company is working to erase the traditional male-centric approach to golf retailing and the ongoing program to create a woman-friendly experience in their stores. This initiative is an important part of Sullivan’s plans for PGATSS’s future and is already producing impressive results.
To illustrate Sullivan related how at the grand opening last August of the new store in Fairfax, Va. a long line was queuing prior to unlocking the doors and the fire marshal-imposed occupancy limit of 375 was hit within a half an hour. Perhaps this could be considered not too surprising as PGATSS prides itself on each customer’s visit being “experiential” which is a strong attraction in today’s post-pandemic retailing. Sullivan however also told me that the Fairfax grand opening saw more women’s apparel sold than men’s, a complete reversal of the usual pattern.
Consumers respond to retailers with a large stock of aggressively priced inventory where salespeople are friendly and knowledgeable. This of course applies to golf and especially when targeting women golfers, many of whom are new to the game and are looking for help purchasing equipment, plus they are demanding functional yet stylish apparel. Golfers of both sexes are drawn to PGATSS’s size with locations up to 50,000 square feet having multiple hitting bays offering computer simulators for lessons or practice, in-depth inventory of not just equipment but shoes and clothing and in fact most anything needed to play or improve.
As the pandemic changed everyone’s life it was soon realized golf was a perfect antidote for cabin-fever stress and an outdoors activity in which the entire family could participate. The number of golfers and number of rounds saw a dramatic rise of roughly 3 million in 2020 and the National Golf Foundation is forecasting the number to be higher in 2021. A major part of the increase was due to women finding the game fun and recent data shows about 40% of new participants on and off course are women.
According to Sullivan, “Thirty four percent of the new women golfers are under 18 years of age, and we plan to encourage them with more in-store events such as clinics.” He added women’s golf apparel has very much become a reflection of their lifestyle and pointed out, “Women are shopping for and choosing functional apparel and are used to a more relaxed wardrobe.”
“Fitness and wellness spending is exploding. Wardrobes are more casual, and more and more people are OK with a casual environment on the golf course.”
Emphasizing women have been and will be a focus of PGATSS efforts to grow participation in the game the company began “Get Golf Ready,” a series of six one-hour group sessions for novices. The goal is to make women more comfortable with golf’s sometimes-bewildering jargon, etiquette, and rules not to mention with the arcane world of equipment. Participants are taught the basic swing with PGTSS supplying clubs if the student needs them.
PGATSS is the official retailer of the nationwide Women’s Golf Day and a sponsor of other programs introducing women to the game. Showing the across-the-board commitment is a slogan the company often uses, “Girls Got Drive.” Growing-the-game is a long-term goal, so each location runs weekly free clinics to help juniors become part of the sport and last summer a First Tee Leadership Summit for 40 teens was hosted at PGATSS’s owner Arthur Blank’s ranch in Montana.
Additional support is provided to several other organizations dedicated to bringing more women into the game including “She Who Golfs,” “Fore the Ladies, and “Women on Course”
Sullivan was candid about the company’s struggle during the pandemic. “All our stores were closed 54 days during the Covid pandemic, but every vendor was paid on time and not a single employee was furloughed.” A remarkable record few companies, especially in retail, can match.
There have been inventory and supply chain concerns since first quarter 2020 leading to some items being in short supply. Sullivan said for example push carts and package club sets for women and juniors, “were going out the door as soon as they come in.”
At times extraordinary efforts were called for to meet customer demand. Sullivan told of taking delivery of several thousand wedges with no grips as an expedient from an unnamed manufacturer. However, typical of the pervasive make-lemonade-from-lemons credo, not only were the wedges made available to golfers for purchase, but the lack of a stock grip meant “each could be customized for the individual golfer to match the grips of the other irons in the bag.”
Speaking of the bounce back from being hit with the problems from closure and inventory supply Sullivan said, “We were able to have a rapid recovery, quick pick up and there was no slow down going into 2021.”
As chairman of the National Golf Foundation’s Board of Directors Sullivan is a recognized industry leader in both golf and retailing and was the first retail executive to be elected to be board chairman in the history of the Association.
Addressing the future of PGATSS Sullivan said, “We did as much business in the first half of 2021 as all of 2019 which was a record year and projections for 2021 have been increased 20 percent.” The growth of the largest golf-specific retailer continues. By the start of 2022 there will be 50 stores nationwide with plans to add as many as 10 each year and a National Hiring Day was held in early November to find all the new employees required.
Typical of Sullivan’s personal focus he closed our conversation with, “We are most proud of overcoming traditional barriers in golf retail while keeping our culture and attitude to be customer friendly.”
Through the purchase and the execution of options, the group was able to acquire 148 acres of land at the base of the Brushy Mountains and Jones and McGovern got to work. Construction of the original nine-hole course and clubhouse began in early spring 1953 with Arthur Ham, a venerable Scot architect, serving as the course designer. What Mother Nature didn’t provide, Arthur Ham did.
Oakwood continued as a 9-hole course until 1962 when then head PGA Professional Bill Greene, age 29, was asked to supervise the construction of 9 additional holes. Just before Greene was hired by Oakwoods, noted course designer Ellis Maples had been retained to stake out a potential new nine holes of golf on property adjacent to the club. Green got to work with several other hard-working members and began the arduous process of land clearing, grading, cultivation, and planting needed to bring the new nine to fruition for OCC’s avid golfer members. These additional 9 holes were built with nothing more than two 1950’s model Ford tractors, a tractor-pulled five-reel fairway mower, and a lot of blood, sweat, and tears. The new 9 featured Bermuda grass fairways and greens and opened for play in May of 1963.
Dramatic elevation changes, challenging tee shots, and large undulating greens highlight your round at Oakwood Country Club. It’s a well-known fact that Oakwood has long been celebrated for the quality of its greens. You’ll encounter several water hazards and strategically placed, well-manicured bunkers
Ten, 11, and 12 are a good trio of holes. Number 10 is a 388-yard par 4, which is handicapped as the second hardest hole on the course. If I were naming holes, this one would be called “Avoid the Creek,” because of the creek that bisects the fairway. Off the tee you’re faced with a choice: play left of the creek to the wider part of the fairway and have a little longer approach shot or play down the sliver of fairway on the right with a large hill and trees framing the right boundary. Or do what I do, take dead aim at the creek knowing I can’t possibly hit it straight and deal with the results. My ball chose the right side and I was left with an approach shot into a green that slopes right to left and is surrounded by four bunkers.
Your final hole of the day ends as it started, with a challenging 174-yard par 3 that plays uphill over water and is all carry. A single bunker guards the front left of the green and the woods to the right have collected their fair share of golf balls. Par is a great way to end.
Oakwoods Country Club is all about golf. Period. You won’t find a pristine dining room, spa, or fancy locker room. What you will find is a swimming pool and a challenging, well-maintained golf course that is affordable for any budget. There are no initiation fees and membership categories are broken down by age. A full membership won’t run you more than $195/month no matter how old you are or how much you play. Play just twice a week and you’re averaging around $25 bucks a round. If you’re an avid golfer in the area, you can’t afford not to join.
Number 1 is a 359-yard, straightaway par 4 with a lone pine tree on the right side of the fairway. It’s just far enough for most players that, if you push your tee shot right, it’s going to come into play. There’s a lot of mounding in the fairways that can lead to the dreaded uneven lie. Two bunkers protect the front.
Number 7 is the longest at 190 yards from the Blue tees and although the water shouldn’t come into play, for many it does. Sand guards the right side in the form of two separate bunkers.
In my mind, Number 18 should be a par 5. As it is, it’s a 468-yard par 4 (I’ve played par 5s that are shorter). A great drive is still going to leave at least 225 yards, most of which is over water. The way I played it was driver, 9-iron short of the water, and pitching wedge over the water to the green. Pull your tee shot left and you could easily find one of the three bunkers. Par – or even bogey – is a good way to end your round.
They are also only one of a handful of courses with live oaks throughout the golf course and sycamore tree between the 15th and 16th holes that are probably a couple of hundred years old. These Sycamore trees are featured in the club’s logo.
