PGA Tour Superstore to continue expansion

Marianne Wilson
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On the heels of a record 2020, PGA Tour Superstore expects to reach an important store milestone this year. 

The experiential golf retailer plans to open at least six new stores in 2021, reaching the 50-store milestone by the end of the year. In January, PGA Tour Superstore opened its first location of 2021, in Natick, Mass.

The company also reported record comp-store sales growth while gaining market share for fiscal 2020 – despite its brick-and-mortar doors being closed for nearly two months – as millions of people turned to golf during the pandemic. According to estimates from the National Golf Foundation, the number of golf rounds played was about 60 million more in 2020 than in 2019, with women and juniors making up a noteworthy proportion of new golfers.

“By its very nature, golf is a game that brings people together,” said Dick Sullivan, president and CEO of PGA Tour Superstore. “Our customer-focus mentality is unmatched in the golf retail business. Combine that with our interactive environment and everything needed to play, we inspire beginners to avid golfers to have fun and enjoy the game. We will continue to gain market share by being innovative and aggressively investing in our brick-and-mortar and online business, while systematically building our presence in golf-centric markets across the country.”

PGA Tour Superstore also benefitted as player diversity evolved during the last year. More than 400,000 women took up or returned to golf in 2020, with just over 6 million females in total taking to the golf course. In addition, 630,000 youth aged 6-17 began playing golf in 2020, for a total of 3.1 million junior golfers.  

Reflecting the trends, PGA Tour Superstore saw an 84% increase in sales of women’s club sets – those typically purchased by beginner golfers. Women’s apparel and youth club sets also saw healthy increases in 2020.

Additional sales increases PGA Tour Superstore saw in 2020 include:
•    50% overall increase in packaged club sets;
•    200% increase in pull/push carts;
•    55% increase in stand-bags; and
•    100% increase in practice gear.

PGA Tour Superstore offers a wide assortment of clubs, accessories and related apparel for men, women and juniors. In addition, all stores are staffed with teaching professionals and have multiple state-of-the-art swing simulators, practice hitting bays and large putting greens. There is also an in-house club making and repair services offering.