Ed Mitchell, PGA
Editor It has been 45 years since the prediction of the demise of golf club sales by PGA Golf Professionals. Back in the 1960’s golf clubs were sold as “pro only” at the country clubs and sporting goods stores sold “store clubs”. The consensus was that store clubs were cheap, inferior and were made for beginners or public course golfers. Any golfer who aspired to improve their game wanted to own a set of “pro only” clubs.

So when the first discount golf store opened in Detroit, Michigan around 1961, the PGA golf professional establishment was up in arms with the manufacturers for selling to this off-course store. Some pros returned clubs they had in inventory and closed their accounts with companies that sold to the store. There was a black cloud hanging over the golf industry and the experts were predicting doom for all pros.

Lets take a quick look at what has happened since. We know that off-course specialty stores grew continuously and have become the primary outlet for golf clubs. As a matter of fact that first store became a franchise and opened stores all over the country. That led to even more franchises, including some that were started by PGA members. What evolved is today the majority of golf clubs are sold through off-course stores.

However, specialty golf stores are no longer the only players. Large chain sporting goods stores are starting to dominate golf club sales. It seems that any store that deals in sports of any kind now sells “pro only” golf clubs. Some new golf specialty stores are much larger then the earlier stores and offer a greater selection of products and services.

What does all of this have to do with the PGA Professional? The traditional golf professional job has transformed with this changing industry. Even though there are still some “purist” country club jobs held by PGA members, the description of the golf professional position has changed. It has evolved into a business manager’s position, as most golf facilities own all the concessions including golf club sales.

The golf professionals who still own their golf shop find it difficult to compete with the off-course retailers. The ones that are successful rely on service to keep their members buying from them. The latest trend is to construct a “Learning Center” building on the range to provide high tech golf lessons and club performance repairs. The professionals who have done this have found that service sells. Golfers want more then a discount price. This is a very effective way for golf professionals who own the pro shop to compete in the global golf club sales market.

It is evident that selling service does work. Off-course retailers are now providing full club performance repair services. This trend has grown out of club fitting and customers are demanding club performance repairs just like the tour pros get every week on tour from golf club manufacturer’s repair vans.

There is an old saying, “What goes around comes around”. The specialty golf store that once sold clubs on price only is now selling them on service. Who better then PGA Golf Professionals to provide this service? The roots of all golf professionals come from the Scottish pros that migrated to this country and were club maker/repair technicians and instructors. The off-course retailers are now employing large numbers of PGA Golf Professionals for these specific services.

It might seem ironic but the source of the predictions of doom for the golf professional 45 years ago is now a great opportunity for the keepers of the game. Employment at off-course golf stores allows PGA golf professionals to concentrate on the core aspects of the game: instruction, club fitting and performance repairs.

These are the very services that PGA Golf Professionals claimed during this period of change were missing when golfers bought clubs at off-course stores and why clubs should be bought from them at a green grass golf facility. So, for the PGA Golf Professional, opportunity has come full circle.