Sales Rise as Golf Shops Diversify
Along with the health of the game and steady investment in facilities, on-course golf shops continued to enjoy robust sales in 2024. According to Nicholson, several key trends are shaping the golf retail landscape as the industry focuses on innovation, lifestyle integration and sustainability.
“Golf fashion continues to lean toward athleisure with a focus on functionality and comfort,” he says. “I expect to see monochromatic looks, versatile exercise-inspired styles, cropped tops and materials designed for both performance and off-course wear. This reflects a growing desire from members and consumers for multi-use apparel suitable for different settings beyond just the golf course.”
Nicholson also notes the retail space is becoming more experience-driven, pointing to the importance of digitization – including online (microsite) shopping experiences – as golf consumer preferences shift toward convenience. In addition, he sees a significant rise in women’s golf, noting that increased participation has led to greater emphasis on women-specific products, particularly in apparel and accessories.
Even with a drop in play of 2,000 rounds largely because of unusually high heat, revenues at Bulle Rock Golf Course in Havre De Grace, Maryland, remained on par with 2023 numbers, as average merchandise sales per player rose from $19.75 to $21.75 year over year. And Philadelphia Cricket Club in Flourtown, Pennsylvania, saw an uptick in rounds played, spending and overall activity in 2024, as PGA of America Director of Golf Jim Smith Jr. notes a trend toward consolidation of the market into “the best brands like Peter Millar, Holderness & Bourne and Greyson.”
Smith adds, “Surprisingly, we’re seeing more interest in old-school cottons/cotton-blends, and companies like lululemon entering the golf space have led to greater success in selling athleisurewear through the golf shop.”
According to Brett Eaton, PGA of America Head Professional at Tacoma Country & Golf Club in Lakewood, Washington, lifestyle is also playing a larger role in what he offers, as many members are looking for apparel pieces not only to wear on course but also for an after-round lunch or meeting.
“This past season, Ralph Lauren cashmere hoodies were a large success for course wear and casual wear, and women’s Levelwear Verve hoodie sweatshirt dresses were worn at the pool or around the house,” he says. “Plus, Oak Street Linen & Textiles robes for adults and children and Renwick women’s golf sweaters have been popular with members.”
Interlachen’s Gates sees a shift away from pastels on the women’s side in favor of richer palettes and more sophisticated cuts – aligning with a “country club” aesthetic. This has driven demand for golf apparel that seamlessly transitions into lifestyle wear, while customization and club exclusives have also become increasingly important, allowing members to express their individuality and connection to the club.
On the men’s side, Gates says, quality is increasingly important, with many brands incorporating collar stays to eliminate folding and crumpling. And with an influx of younger members at the club, she has observed a shift toward more tailored fits, saying, “We’re also seeing a rise in stripes and subtle, sophisticated prints replacing bolder patterns. While the evolution of performance technology in fabrics continues to improve, it pushes brands to innovate and produce higher-quality products that meet the dynamic needs of our members.”
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