In 2018, the Association of Golf Merchandisers (AGM) soft-launched the Certified Retail Manager (CRM) Program, designed to train golf professionals, shop owners and merchandisers to elevate their businesses through a curriculum combining cutting-edge research with practical, real-world retail applications. Eight years later, CRM is recognized as the golf industry’s premier retail certification.
“The program has been successful because it teaches a buyer how to be a better buyer,” says Jennifer Morton, who became CEO of the AGM in 2023. “Students learn the importance of planned markdowns, as well as how to increase their turn rates for greater profit, negotiate with vendors, visually merchandise their store and run a promotion at their property. We cover technology tools to make their jobs easier, and we are constantly updating the program to stay on the leading edge of what’s new while still staying true to what works.”
Built “by buyers, for buyers,” the CRM Program includes eight required courses, three accredited elective online webinars, program support by CRM instructors, testing and, for those not already in the ranks, a one-year membership to the AGM. There are 130 graduates and 166 students currently enrolled in the program, which can be done fully online or as a hybrid of online and live sessions — all at the student’s own pace. Core topics include:
• Open-to-Buy (OTB) Planning: Budgeting, seasonal inventory flow and forecasting.
• Retail Math: Understanding Gross Margin Return on Investment (GMROI), turn rates and margins.
• Merchandise Planning & Vendor Strategies: Deciding the right merchandise mix and negotiating programs for maximum sell-through.
• Visual Merchandising: Creating displays that convert foot traffic into sales.
• Customer Journey & Technology: Mapping the golf shop experience and leveraging POS data for real-time decision-making.
Taylor Leal, AGM, Assistant Director of Retail at Monterey Peninsula Country Club in Pebble Beach, California, completed the program in December and was one of 38 graduating members – the largest class yet – honored during the AGM Retail Conference prior to the 2026 PGA Show.
“Overall, the experience made me a stronger merchandiser by giving me the opportunity to learn directly from industry experts, while being surrounded by a collaborative community of professionals – all working toward the same goal of improving and growing the golf retail experience,” she says.
Leal pointed to the AGM Retail Conference itself as a great place to have open access to brands, presentations and industry leaders from across the country, saying, “Being able to meet vendors face-to-face, ask questions, discuss trends and learn how other clubs approach merchandising gave me a much broader perspective on the business.”
In addition, Leal appreciates continuing opportunities to learn through AGM seminars and educational sessions, including a recent event that included visiting the golf shops at Pebble Beach Golf Links, Cypress Point Club and her own Monterey Peninsula Country Club.
“It was incredibly valuable to explore each operation’s best practices and see firsthand what makes every shop unique and special in its own way,” Leal says. “Experiences like that continue to inspire new ideas and help me think more strategically about merchandising, presentation and the member experience.”
Also part of the January’s graduating class was Taylor Ramiz, AGM, Golf Shop Manager & Merchandiser at Manasquan River Golf Club in Brielle, New Jersey. With more than 3,000 square feet of space in her shop, Ramiz has the task of putting together multiple displays each season. She says learning from her peers through the AGM – and CRM certification, in particular – has helped her kept the Manasquan River shop looking fresh and her displays consistently eye-catching.
“I am a huge advocate of continuous education, especially in an evolving society and industry,” she explains. “The CRM program has made me a better merchandiser by having an updated pulse on merchandising trends, along with having an incredible network and community of merchandisers within my graduating class and AGM as a whole.”
Adds Morton: “Most directors of golf and head professionals didn’t come up through retail, and the shop is often the part of the operation they’re least sure about. That’s exactly who this credential serves. When your merchandiser is certified, you’re not hoping the buying is right or the floor is working. You know it is. We built the CRM because golf retail professionals deserved a real path, instead of figuring it out alone.”
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has more than 1,000 members – including PGA of America Professionals, buyers and merchandisers.
