Green Grass Retailers Well Placed as Consumers Prioritise Choice & Expertise

New research highlights why on course retailers are best positioned to maximise retail opportunity

New research in the States from the National Sporting Goods Association provides a clear signal to the retail market: consumers are actively choosing multi-brand retail, and with it, the expertise and reassurance that drives confident buying.

Nearly 80 per cent of shoppers favour multi-brand stores for sporting goods, with close to 70 per cent extending that preference to apparel and footwear. The reasons are commercially significant. Consumers want choice, the ability to compare, and confidence they are making the right decision.

This research may be from the States, but it very much follows what we see here in the UK and Ireland through our Partners’ surveys to their customers. The PGA Professional always comes out top in the question ‘who is most influential in your buying decisions.’

For on course retailers, this is where margin and conversion are won.

The study confirms that product comparison remains the main driver of purchase. A Pro Shop environment for example not only increases dwell time, but creates natural trade-up opportunities, supports premium product positioning, and reduces price sensitivity by shifting the focus to performance and fit.

Before we get too focused on the ‘multi-brand’ aspect of the research, it’s crucial to note that this is not about stocking more. It is about presenting better.

PGA Pros who effectively merchandise across key brands, price points and categories are better placed to guide the customer journey, influence decision-making and ultimately increase average transaction value.

Just as importantly, the research reinforces the continued importance of physical retail. Golfers want to see, feel and test before they buy. In higher value categories, this is critical to unlocking conversion.

This is where TGI Parters deliver a clear commercial edge - custom fitting, product knowledge and trusted advice are not just service benefits, they are revenue drivers. They reduce purchase hesitation, increase incremental sales, and build the confidence that leads to repeat business.

Location remains a factor, but loyalty is built on more than convenience. PGA Professionals operate at the heart of their clubs and communities, creating ongoing customer relationships that extend beyond single transactions. This drives frequency, retention and long-term value.

The study also reports high satisfaction with specialist retailers, particularly where expertise is required. This aligns directly with the strength of the PGA Professional-led retail model, where credibility and trust underpin every sale.

For Partners, the takeaway is simple.

A well-executed multi-brand strategy, supported by strong merchandising, expert advice and the collective buying power of the partnership, creates a measurable commercial advantage.

Your specialist knowledge is valuable to the customer, so don’t just offer custom fit for drivers and irons. Branch out into wedges, putters, golf balls, gloves and shoes.

In a competitive market, those who combine choice with expertise will not just compete, they will outperform.