Morgan Jewell, PGA,Head Professional,Floridian National Golf Club,Palm City, Florida
At Floridian National Golf Club in Palm City, Florida, merchandising the golf shop isn’t just about stocking the latest products – it’s about knowing exactly who will be walking through the door.
For Morgan Jewell, PGA, the club’s Head Professional and the 2024 PGA of America Merchandiser of the Year for private facilities, that approach starts with understanding member preferences and tailoring the shop experience accordingly.
The club’s national membership means most players travel in from across the country, often in small groups or for extended stays. Jewell and his team keep a close eye on the tee sheet and upcoming arrivals so they can prepare the shop with specific members in mind.
“If we know someone coming is a big Holderness & Bourne fan, we’ll make sure that brand is front and center when they walk into the shop (pictured),” Jewell explains. “We want members to see what they like right away.”
That level of attention extends beyond visual merchandising. New staff members are trained on individual member preferences so they can provide a personalized experience.
“We’ll tell them, ‘Mr. Smith really likes Greyson. Make sure he knows where the Greyson product is and what new styles we have,’” Jewell says.
The strategy becomes even more impactful when larger groups visit the club. If a member arrives with a group of guests staying on property, Jewell’s team often proposes custom experiences such as Ryder Cup-style matches or skins games. In many cases, those events include custom uniforms created specifically for the trip.
“We’ll ask if they want team shirts made – six red and six blue, for example,” Jewell explains. “We get everyone’s sizes, tag the shirts and place them in their cottages with the day they’re supposed to wear them.”
The result is a seamless experience for Floridian National members and guests, who can arrive with minimal preparation and leave with a memorable keepsake from the trip.
Beyond driving merchandise sales, the approach strengthens relationships with members and guests alike. Personalized service reinforces loyalty to the club, while also creating meaningful touchpoints for the professional staff.
“It shows members we’re paying attention to what they like and what they need,” Jewell says.
When merchandising strategies are built around the people who matter mo st – golfers who frequent your facility – the shop transforms from retail space to a personalized experience.
