At its annual conference in Orlando each January, the AGM recognizes 100 or so premier golf shops with AGM Platinum Awards for excellence in merchandising, and further narrows it down to a group of 10 “Best of the Best” honorees.
This year, the latter group included Atlanta Athletic Club in Johns Creek, Georgia, founded in 1898 and known for being Bobby Jones’ home course, as well as the site of the 1981, 2001 and 2011 PGA Championships.
In terms of its retail operation, Atlanta Athletic Club’s success can be tied to its consistent customer service and presentation of the golf shop as a welcoming extension of the club community and not merely a transactional space, according to Director of Golf Bud Taylor, PGA.
“Everything from the bright candy jar at the front counter to the traveling men’s tailoring shop speaks to one core belief: People remember how you make them feel,” he says. “It’s this emotional resonance – combined with thoughtful service, curated offerings and meaningful member experiences – that sets us apart and positions our shop as a leader in the golf retail industry.”
Part of the Atlanta Athletic Club staff’s strategy is to engage all ages, including the youngest visitors, who when captivated by the shop’s bright Titleist ball display are given a chance to play with a bag of colorful foam golf balls. The staff also keeps things fun and builds a little buzz with its VIP Shopping Experience, where members get a sneak peek at new merchandise before it officially hits the floor.
And the club has a unique and successful partnership with high-end Atlanta menswear brand Sid Mashburn, carrying a robust selection year-round while also setting up a Sid Mashburn’s Traveling Men’s Shop twice annually inside the clubhouse. The shop offers members access to made-to-measure tailoring, ready-to-wear collections and a level of personal service that rivals a boutique experience — all without leaving the club, Taylor explains.
Promotional calendars are strategically mapped out to guide the timing of product drops, with color stories planned around holidays like the Fourth of July, as well as impactful local events like the Masters. In the nine business days leading up to the Masters each year, Atlanta Athletic Club hosts approximately 650 guests, driving sales in the shop with specialty pieces in inspired greens and reliable core basics. Plus, the staff recently gave the women’s department a necessary boost by bringing in lululemon, selling hundreds of units and increasing overall women’s sales by 12 percent.
“Every day, we strive to deliver personalized, member-first service – whether it’s bringing packages directly to members’ homes, stepping out from behind the counter to personally hand them a purchase, or going the extra mile to source a hard-to-find retail item when it’s no longer available through wholesale,” Taylor adds. “These thoughtful gestures help us build trust, create meaningful moments and offer the kind of care our members genuinely value.”
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.
