Everything has fallen into place for the on-course PGA Professional to “own” the retail equipment market. They now have the most important competitive advantage.
Changing the game
If the advantage of the off-course mass-market retailer is in the
transactional elements of product choice and product price, then change the game.
Make the product and the price less relevant. Make the golfer and their golf experience the essential part of the discussion, the evaluation, and the process.

How would you make the equipment evaluation and purchase process, more about the golfer, their result, and their journey?

Look at your marketing, are you talking about the product, or are you talking about your golfers and their improved experience?

Look at how your golfers engage with you. Do you schedule product demo days, or do you schedule skills challenges for golfers?

Is your sale a transaction, or the start of a journey? What’s the next station on that journey?

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