The 2025 golf season was strong across the board for Haggin Oaks Golf Complex in Sacramento, California. Rounds remained robust and the facility celebrated a record year on the practice range, as well as the entrance of new demographics not historically involved in the game, according to VP of Retail and Marketing Ken Morton Jr.
“We’re seeing a continued shift toward personalization, limited-edition items and storytelling in the shop,” says Morton, a longtime AGM member who served as its president from 2006-12. “Custom headcovers, secondary and historic club logos, and exclusive capsule collections have all been on the rise.
“Golfers increasingly want something that feels unique to their game or their story, and we’re seeing that reflected in sales across apparel, accessories and even hard goods.”
On the flip side, Morton says the traditional “logo-only” product mix is flattening out a bit, as players want products that express individuality and align with broader lifestyle trends – from fashion-forward prints to sustainability-minded materials, to collaborations with popular crossover brands. Haggin Oaks has also seen a resurgence in the women’s and junior categories, both of which align with changing player demographics.
“Lifestyle has become a core part of the shop mix, not a side note,” he says. “The lines between golf, fitness and casual wear have blurred, and that’s great for retail. Many of today’s golfers want apparel that’s as comfortable on a plane or in the office as it is on the course.”
Morton further points to athleisure-inspired silhouettes, stretch materials and fashion-first cuts as the “new norm,” or pieces that allow golfers to represent the game even when they’re not playing it.
“From joggers to hoodies, to fashion sneakers, the modern golf shop now mirrors what you’d expect in a high-end athletic boutique rather than a traditional golf shop,” he says. “lululemon has become our No. 2 seller in women’s and No. 4 in men’s. Brands like Vuori and Halara have also made their mark in the shop.”
Haggin Oaks is also using experiential retail as a powerful tool in connecting golfers to the facility. Last season, they introduced several innovations Morton says have elevated that connection even further: the Player Performance Putter Fitting Studio, Volumental 3D Footwear Scanner and one-of-a-kind Ballnamic Golf Ball Fitting Kiosk engineered in partnership with Ping.
“Each of these new experiences helps golfers learn more about their own game in a hands-on, interactive way, and that deepens loyalty while driving sales in a very organic fashion,” he says. “These experiences turn the shopping process into discovery and education, and that’s something every retailer in the golf space should be exploring.”
In terms of the 2026 season, Morton says Haggin Oaks is still very bullish on the health of the game and will focus on strengthening its investment in people and experiences.
One example is its Women’s Golf Ambassador position, which is designed to “wrap our arms around as many golfers as possible who are already engaging with the facility, ensuring they feel welcome, supported and connected – whether they’re new to the game or rediscovering it”, according to Morton. There are now 1,100 women in Haggin Oaks programs and four women’s ambassadors on staff.
At the same time, Haggin Oaks is leaning into innovation and exploring what’s next in retail technology, including concepts like smart mirrors, virtual dressing rooms, immersive and multi-sensory displays, greater customization and personalization opportunities, and AI tools.
“The goal is to continue evolving the golf retail experience so it feels as dynamic and engaging as the game itself,” Morton says.
This page is an ongoing feature in PGA Magazine that highlights best practices from the Arizona-based Association of Golf Merchandisers. The AGM has approximately 850 members – including PGA of America Professionals, buyers and merchandisers.
