The US Open / Father’s Day combination is a big golf retail business

The wedding of US Open Week and Father’s Day weekend is always important for golfers, not to mention equipment, clothing and other golf-focused companies.

Combine this crucial time of year with the game’s growing popularity (especially last year’s record for total rounds played in US courses) and it is set to be a strong mid-year result for many notable names in the game.

PGA Tour Superstore, the largest golf retailer with 53 seats, said this week will be the largest in terms of sales in the company’s history.

PGA Tour Superstore’s overall market share has grown by more than 60% and sales have increased by more than 90% compared to the last year before the pandemic (2019). And while all categories are on trend before last year, the clothing business is particularly strong – fueled in part by the popularity of trends such as prints and bright colors, shorter shorts and the arrival of new brands.

This year, the PGA Tour Superstore opened three more stores, with five more to come. Among them is the opening in July in Rockville, Maryland, just down the road from the venue of the upcoming KPMG Women’s PGA Championship at the Congressional Country Club.

It’s a small surprise that TaylorMade CEO and President David Abeles called the peak golf season a “critical time of year” for one of the game’s leading equipment manufacturers.

“The excitement around the big golf championships and the US Open allows our game to shine brightly on the biggest stage, and we’re making it a point to lean on that excitement,” Abeles said. “As a father and golfer, I know that the gift of golf is an amazing thing you can get on Dad’s special day.”

While stickers – such as TaylorMade’s latest Stealth Carbonwood drivers and P-series irons – are certainly popular, Abeles said the golf ball category is where the company is currently most driven and ambitious with its growth efforts. , especially when pushing the boundaries of visual technology with products like the Tour Response Stripe. It probably makes sense that the last consumable of golf – the ball – is usually the most popular gift for Father’s Day of all when it comes to dads who play golf.

While the big names in golf are on high demand, smaller brands of equipment are also experiencing eye-catching growth.

Take the Stix Golf, which tripled its revenue in its second year (2021) and sees a similar boost this year after a series of $ 10 million funding ended in May that provided increased inventory. The last two years have seen record levels of engagement among beginners and returnees – nearly 12 million in the United States, according to the National Golf Foundation – and Stix is ​​positioned to capture a share of these players through its direct consumer model and price. $ 999 for a complete set of 14 bats, from driver to gossip. Over a third of Stix’s customers have played golf in less than two years, while a quarter of their customers have played once a month or less.

Undoubtedly, many newer fathers may be associated with the challenge of trying to squeeze golf around the demands of younger children and work.

“In order for golf to continue to grow, younger and more casual players need to continue to be interested in golf. Our customers don’t think or play golf 24/7 and don’t want to spend $ 2,000 on a set of sticks, “said Aaron Ormond, Stix’s chief marketing officer.

FootJoy, which currently has models with the highest market share in both classic style (Premiere Series and Traditions) and sports shoes (FJ Fuel), noted that this week is expected to be one of the largest for your website in terms of traffic volume, all year round.

Adidas, which is number one in golf clothing in general, said on the eve of the US Open and Father’s Day that it has recorded a 10% increase in its men’s clothing category compared to last month.

Only about half of the year – and perhaps for the most part – the trajectory of golf continues to show signs of positive momentum, especially when it comes to looking for new golf equipment and perhaps in turn a game. As the old saying goes: look good, play well.

Leave a Comment

Your email address will not be published.