By Scott Kramer, Contributing Equipment Editor
It’s been an interesting year for the equipment category. Higher prices didn’t seem to affect the market as much as some folks anticipated – well not at the high end, anyway. That is, wealthier consumers have been spending as if they don’t really care about prices.
Then there are the club models that have sold above and beyond expectations. And we’ve also heard more than ever that golfers who were fitted for their clubs in 2025 were more likely to make a purchase. So, we reached out to a handful of recent PGA of America Merchandiser of the Year honorees to find out what they’ve experienced at their respective facilities:
DANNY RAINBOW, PGA, 2025 PGA of America Merchandiser of the Year for resort facilities; PGA of America Director of Golf at the public SentryWorld Golf Club in Stevens Point, Wisconsin: “The death of the 3-wood has been the theme. It seems everyone wants 5-woods, 7-woods and even utility irons. Hybrid demand is down significantly, as well. Iron forgiveness and launch have gotten much better — to where players can carry a 5-iron, then go to a 5- and 7-wood. With putters, mallets, zero torque putters and more center shafts gaining popularity, that’s been where most of our sales are.
“We’ve also noticed that fitting clients are more interested in their numbers, more data driven. They’re more interested in knowing the science behind their ball flight, especially the younger crowd. So, sales are driven less just by the feel and look of their shots, and more by the numbers. We run demo days indoors (winter) and outdoors (spring/summer), and do a strong business with individual fittings, outside of our scheduled demo days. We had more demand for fittings this year and more for full bags, whereas previously it was for irons or drivers, but not both.
“More than 90 percent of fitting clients end up buying. These are clients our staff has vetted and interviewed prior to the fitting to ensure they’re a good fit for custom clubs. The demo day clientele is less committed to buying and is sometimes just shopping and tinkering, so definitely a lower percentage of them buy.”
JAMES ONDO, PGA, 2025 PGA of America Merchandiser of the Year for private facilities; PGA of America Head Golf Professional at The Apawamis Club, a private country club in Rye, New York: “Mallet and lie angle balanced/zero torque putters are in. TaylorMade Spider putters have been incredibly popular, while L.A.B. Golf and TaylorMade ZT putters are selling.
“Having access to the TaylorMade Build Trailer is an amazing amenity for our membership. We haven’t offered traditional demo days in quite some time. We offer a few fitting days throughout the year with our core vendors, in which our members schedule a fitting session with a manufacturer’s representative, but our professional staff is also present the entire time.
“We also haven’t offered demo clubs for seven years. If a member asks for one, our staff asks if they have time for a fitting or offer an on-the-spot fitting. Our philosophy is to properly fit members with the right equipment, rather than have them attempt to fit themselves on the range or course. Since moving to this model years ago, sales conversions and member satisfaction have gone through the roof. Between 85 and 90 percent of our fittings result in sales.
“Given the product quality and the options of clubheads and shafts, our professionals can typically beat our members’ current gamer. But we’re more than happy to tell golfers to keep what they have and recommend spending the money they’re saving on a few lessons if the data numbers don’t make sense. Honestly, this usually goes further than making an actual sale.”
JASON LOOMIS, PGA, 2024 PGA of America Merchandiser of the Year for public facilities; PGA of America Executive Director at Great River Golf Club, a semi-private facility in Milford, Connecticut: “Zero torque putters were definitely the most popular equipment trend of 2025. We sold out all of our L.A.B. Golf and TaylorMade putters. The Odyssey also did OK, but nowhere near as strong as the other two.
“With the price of equipment, almost all of our sales come from fittings and demo days. We have TaylorMade here monthly and one other vendor each month, as well.
“We also do multiple fundraisers, and find the most success in our Donate & Save campaign in the golf shop: The more a member or guest donates to our cause, the more they save on gear.”
MORGAN JEWELL, PGA, 2024 PGA of America Merchandiser of the Year for private facilities; PGA of America Head Professional at Floridian National Golf Club, a private facility in Palm City, Florida: “The big trend has been the zero torque putter. L.A.B. Golf spearheaded it, but now it seems like every other vendor has a version. There are more in play on the PGA TOUR, LPGA Tour, DP World Tour, etc., and it does make a lot of sense. People just need to learn to get over the look. The companies are obviously doing the right thing with their marketing and showing social media videos that are getting attention.
“Since we shut down June 1 until mid-October every year for maintenance and to freshen the club four our national membership, we have a game plan for our shop.
“We prepare for each large group coming into town, making sure that we’ve got the brands that they’ve liked in previous years out on the floor – making sure that we have stuff in hand in time for their visits early in the season. We look back on past sales and information to make sure that we’ve got the correct brands, colors and schemes in stock, just so it’s easier for them to shop.”
