By Scott Kramer
Chances are that many of your members or customers are either already hitting the road for a fall golf trip, or are planning to do so soon. But just because they won’t be playing during that time at your facility, doesn’t mean you can’t help them out. Not to mention, helping your shop’s bottom line in the process.
Especially as the weather turns a little bit dicey around the globe, by being able to intelligently offer golf outerwear your travelers can pack with them to help ensure they’ll enjoy as much time as possible in dry and warm clothing.
When they’re heading to a destination where the weather can be unpredictable, it’s important for golfers to pack pieces that will keep them comfortable in any condition. So they’re prepared, you can definitely suggest they pack apparel around layering.
“Variable weather calls for packing versatile products,” says Jack Lessing, President of Summit Golf Brands, which includes Zero Restriction as its premium outerwear brand. “The end goal is to stay warm and dry while looking good, and being able to swing freely.
“To stay dry, you need a waterproof suit, rain gloves and a rain hat. Next, you want layers built to protect from wind while providing warmth. A hybrid full-zip jacket will get a ton of use. It’s easy to get on and off, and it’s able to provide warmth without much weight. An insulated vest keeps a golfer's core warm, which is critical for chilly weather and then looking sharp for post-round dinner.”
Adds Lou Delfino, GM of North America for Galvin Green, “For wet climates, a lightweight, breathable 100 percent waterproof suit is essential – something you can rely on for full protection without feeling heavy during a round. In cooler conditions, we recommend starting with a performance base layer that regulates body temperature, then a windproof or thermal mid-layer like a hoodie for extra warmth. This combination ensures golfers stay dry, warm and unrestricted.”
Your members and customers should think in terms of a layering, using a base layer for moisture management, mid-layer for warmth and an outer layer for wind and rain protection. This approach – which you need to explain to them – provides the flexibility to adjust on the course as conditions change. For shorter trips, one versatile jacket and a couple of interchangeable layers may be enough. For longer trips, especially where weather can vary, golfers should pack an extra mid-layer and full set of waterproofs. The goal is to travel light, but be prepared for every scenario.
And that means being able to strategically merchandise outerwear in your golf shop with the mindset that golfers can see the displays and, with your assistance, visually figure out how to best mix and match.
“In my experience, the most successful PGA Professionals merchandise outerwear by treating it as a core performance category rather than just a seasonal add-on,” explains Delfino, who also encourages PGA Professionals to carry a breadth of sizes. “Presentation is key. The best results come when professionals create a clean, elevated display that highlights layering stories, pairing waterproofs with mid-layers and base layers so customers can immediately visualize how pieces work together on and off the course.”
Says Northern Michigan-based Boyne Resort’s Josh Richter, PGA, “Jackets, pants and vests that are from fully waterproof to water resistant are super important for us to suit the needs of our guests.”
• adidas Golf’s soft, waterproof Ultimate365 Tour CLIMAPROOF+ Anorak jacket ($350) has advanced materials that keep golfers dry and comfortable, while also allowing for unrestricted performance.
• Antigua’s Hold-Up jacket ($70) sports moisture wicking four-way stretch fabric, curved saddle sleeves and a zippered chest pocket.
• Bad Birdie’s Atmos rain jacket ($240) combines ripstop and plain weave fabrics, mesh vents and fully sealed seams for lightweight waterproof protection.
• Dunning’s Hydrosec rain jacket ($398) is fully seam sealed, has a rain guard interior collar and is self-packable into the back pocket.
• FootJoy’s DryJoys Select LX waterproof rain jacket ($650) is made with premium fabrics, is breathable and lightweight, and allows for a full range of swing motion.
• Galvin Green’s DRYVR Aston full-zip jacket ($389) is waterproof and has shaped sleeves for unrestricted movement, adjustable cuffs and an elasticated drawstring for comfort, plus front pockets and an inner pocket.
• Ghost Golf’s Clubhouse Crewneck ($180) is made of premium French Terry, has a classic fit, ribbed waistband and is breathable.
• GN Collection’s Tee-Off Quilted full-zip vest ($120) has a mock neck, side-zip pockets and stretch lining.
• G-Tech Apparel’s Heated Hand Warmer Sport 3.0 ($185) keeps hands comfortable for 12-plus hours per charge via patented heating technology.
• J. Lindeberg’s Orson wind jacket ($225) has mesh-vented panels, water-repellent stretch fabric and a two-way front zip.
• KJUS’ windproof and water-repellent Atmosphere jacket ($399) features VaporTemp lining and proprietary core insulation for thermoregulating warmth.
• Puma Golf’s Boulder 2.0 Quarter-Zip ($95) has an ultra-soft feel and refined texture that’s inspired by a houndstooth pattern.
• Rhone’s Founder's Golf Quarter-Zip ($108) features cooling technology, along with raglan sleeves and a secure fit for a full range of motion.
• Sun Mountain’s Knockdown jacket ($220) is down-filled and features a 2-way zipper at center front, zippered hand warmer pockets and stretchy side panels and sleeves.
• TRUE linkswear’s waterproof Future Staples Insulated vest ($150) is made with nylon rip stop, has three pockets, a zippered inside chest pocket and dual-zippered lower hand pockets.
• Zero Restriction’s Covert quarter-zip rain jacket ($418) has a stowaway hood, is made of polyester and has fully sealed seams.
