The UK’s leading golf retailer American Golf, has provided an update of its trade performance (February – August 2024), revealing sales and market share increases, as well as standout results for newly refurbished stores.
American Golf reports a sales increase of 1.8% like for like (LFL) and an increase in market share of 1.4% LFL. The sales increase is attributed to equipment, clubs and footwear, a clear indication that the Brand’s aim to become the ultimate one stop destination for everything a golfer requires continues to appeal to their core customers and new customers alike.
American Golf’s success continues despite a challenging start to the season, with wet weather conditions across the UK causing the average number of rounds played per course to drop by 8%, with the Midlands and North of England suffering the most (-12% less rounds and -13% less rounds respectively).
In the face of these challenges, American Golf has continued to invest in its national store footprint. So far in 2024, several key stores in American Golf’s 80+ portfolio has seen investment, through improved signage, top to bottom refurbishments and continued focus on customer experience and service.
American Golf Thurrock store, which has benefited from an extension and significant financial investment, has already reported a LFL sales boost of 35%. As part of the refit, the store now boasts an additional custom fitting bay with market-leading technology, more Brands, and an animated putting green. Similarly, the recently relocated Norwich store, which was upgraded with additional custom fitting facilities, has seen a LFL sales uplift of 65% following the reopening.
The business has put additional focus on customer experience, engagement, and loyalty, such as targeted and personalised campaigns, investment in new ‘listening tools’, a new behind-the-rope loyalty programme, and a continued approach to treat every customer as a VIP. This has driven year-on-year increases in customer frequency (+2%) and average spend (+7%).
The business has further invested its portfolio of exclusive Brands such as Benross, Stromberg, Greg Norman, Fazer and Rife, providing golfers of all levels with a ‘good, better, best’ offering to suit all budgets. With the support of dedicated Brand campaigns, industry product reviews and influencer engagement, each Brand continues to grow in sales and market share.
Nigel Oddy, Chief Executive Officer, American Golf said, “We are pleased with our performance despite the delayed start to the golf season, caused by the unusually wet weather. Although a slow start to the financial year, we have seen strong results in recent months, and I am confident we will continue this growth for the remainder of the year. I am particularly proud of the progress we’ve achieved in developing our retail stores and customer experience – this remains our biggest priority throughout 2024 and beyond. Investing in new technology, bespoke services and maintaining our high standards of customer service will maintain the Brand’s fantastic position for the rest of the year.”
As well as individual stores, American Golf has invested in new and dynamic partnerships, including its first ever concession with leading retailer GO Outdoors, to continue to grow the store offering. The 3,000 square foot concession opened in GO Outdoors Gloucester in August 2024, with another store due to follow by the end of 2024.
Nigel added: “As well as a focus on our retail footprint, new strategic partnerships remain crucial to American Golf’s vision of becoming ‘The Ultimate One Stop Destination for Everything a Golfer Requires’. Thanks to our exclusive Brands and partnerships with some of the biggest names in golf, helped by some good weather, we are confident that the golfing season can be extended, and American Golf can support golfers during the winter months.”
Outside of the store offering, American Golf is also investing heavily in new customer acquisition, encouraging players of all ages, identities and backgrounds to take up the sport. Part of this drive has come from the retailer’s Game Changers initiative, a targeted campaign designed to shine a light on a number of trail blazers who are making golf more accessible. As well as partnerships and sponsorships for individual Game Changers, a range of exclusive offers and discount codes have been launched to target new golfers.
In response, new customer acquisition is up by 6% and sales of package sets (ideal for new golfers) and additional entry products have all performed well. Another focus of the Game Changers campaign is to increase the number of young golfers taking up the sport, and in August alone – sales of Juniors equipment rose by over a third compared to the previous year. This was aided by offering Junior golfers practise sessions in all stores nationwide during the summer holidays, along with competitions and product incentives.
