Make Your Golf Pro Shop a Revenue Winner
For many golf clubs, the pro shop is a necessity – not a profit centre. It’s there to sell the basics, book tee times, maybe offer lessons. But too often, the space becomes transactional and underwhelming – a place people walk into only when they have to.
That’s a missed opportunity.
A Hillier Hopkins report on Golf Clubs in 2024 has shown that adding retail options and pro-shops to golf clubs can bring in significant extra revenue [1]. If you don't have one, or aren't seeing good results from your existing one, perhaps it's time to reconsider ways you can make it work for you.
Your pro shop is one of the first places visitors and members interact with your club. With some simple changes in presentation, signage, and layout, you can turn it into a space that inspires purchases, encourages browsing, and adds genuine value to the member experience.
"Some clubs have brought retail and pro shops inhouse and as a result record additional revenues of £150,000 or more" [1]
Why Pro Shops Often Underperform
Golfers love gear. They love the feel of a new Titleist wedge, the promise of a TaylorMade driver, or the satisfying fit of a fresh FootJoy glove. Accessories, upgrades, training aids, the latest ball tech – there’s always something that speaks to the idea of improvement.
Whether it’s a better swing, more comfort on the course, or simply feeling more confident standing on the first tee, equipment matters.
So why don’t they buy more from their home club?
More often than not, it’s not the price – it’s the experience. If the shop feels static, the displays uninspiring, or the latest arrivals aren’t clearly highlighted, even loyal members will default to online retailers or big-box stores that offer a more dynamic, curated feel.
Common problems:
- Displays are cluttered, unclear, or uninspiring
- There’s no sense of new arrivals or seasonal highlights
- Staff are focused on admin tasks, not on showcasing products
- Pricing or product benefits aren’t clearly displayed
- Customers don’t see the shop as a destination – it’s a pass-through
The result? Members go online or to high street golf retailers, even when they’d prefer to support their own club.
Easy Ways to Turn Your Pro Shop Into a Profit Generator
A few display updates and layout tweaks can encourage more sales – without pressuring customers or needing a huge range of stock.
1. Create a Seasonal or Feature Display Area
Dedicate one section of the shop to a “What’s New” or “Staff Picks” display.
Use this space to:
- Highlight seasonal clothing or accessories
- Introduce new product lines
- Promote lessons or coaching packages
Use:
- Freestanding Leaflet Holders with product brochures or club fitting info
- Snap Frames for signage like “Just In!”, “Try Me Today”, or “Limited Stock Available”
Tip: Place this display near the door or till for maximum foot traffic visibility.
2. Use Countertop Displays to Promote Lessons, Packages & Events
While customers wait at the till or browse, your signage can promote:
- Upcoming coaching sessions
- Club fitting experiences
- Loyalty card offers or bundle discounts
- Membership add-ons like range tokens or buggy hire
Consider using digital displays in this area. They distract customers from wait times and attract more attention than printed posters. A small screen running a looped slideshow or short video draws attention without staff needing to sell.
3. Add Impulse Buy Displays Near the Checkout
Just like a supermarket checkout, the final few feet before a transaction are prime real estate for quick, low-cost add-ons.
Use small displays or holders to feature:
- Ball markers, gloves, tees, grips
- Energy snacks or hydration drinks
- Gift vouchers and branded club merchandise
Rotate your displays often to keep them feeling fresh.
Use:
- Countertop display stands for products
- Sign holders to show “Under £10” gift ideas
4. Improve Signage and Navigation Inside the Shop
People buy more when they feel confident and comfortable browsing.
Use clear signage to:
- Categorise areas (“Footwear”, “Accessories”, “Winter Gear”)
- Clarify prices and promotions
- Help visitors find coaching services or gift cards
Use:
- Wall-Mounted Poster Holders for price lists and packages
- A-Boards to draw attention to seasonal sales or offers
A neat, clearly labelled shop makes even a small space feel more premium and inviting.
Thought to Leave You With
Your members already trust your club. They value your pro’s advice. They want to support you – but only if the shop makes it easy and enjoyable to do so.
The takeaway? Better presentation = better performance.
Your Next Step
Look at your shop through a visitor’s eyes.
- Is it obvious what’s new or worth buying?
- Are lesson or fitting services being promoted clearly?
- Does the layout encourage casual browsing – or just transactions?
Start with just two small upgrades: maybe a snap frame display near the front and a leaflet holder at the till.
Turn your pro shop into a revenue driver – one display at a time:
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References
1. ‘Members' and Proprietary Golf Clubs' Survey’ (2024), Hillier Hopkins, https://hillierhopkins.co.uk/wp-content/uploads/2024/01/Hillier-Hopkins-Golf-Clubs-Report-2023-24.pdf
