Since the pandemic, golfers and club members are trending down in age. This is typical for many clubs as they transition from an older to younger demographic over time. I would say 60 percent of our new members are between 40 and 55 years of age, and the retail lines we carry in the shop have changed to cater to this younger demographic. For men, the top brands are TravisMathew, johnnie-O, RLX and Peter Millar. For women, it is RLX, FootJoy, Ellsworth + Ivey and Straight Down.
Also, our communication to the membership showcasing new brands is geared more toward social media via a printed newsletter or email communication. Most of our younger shoppers don’t even look at the price; they are more interested in the brand and the latest trends. At Wild Dunes, we do try to buy brands that promote sustainability, as well as minority and women owned companies. The brand message is a key factor in their decision to buy.