Taking a quick pause on the AI series to provide a brand new "Ask the Shop" in partnership with Tee Commerce. In this edition, I sat down with Davis Ann Boyd, who brings a fresh perspective to pro shop merchandising at Fox Chapel Golf Club. Nestled in the prestigious Fox Chapel borough just north of Pittsburgh, Fox Chapel Golf Club has been a cornerstone of Western Pennsylvania golf since its founding in 1923. Designed by renowned architect Seth Raynor (my favorite course designer), the club represents over a century of golf tradition.
As a young professional making her mark in an industry often dominated by seasoned veterans, Davis Ann offers unique insights into how the next generation approaches the delicate balance of honoring tradition while embracing innovation. Her journey at Fox Chapel demonstrates how thoughtful retail leadership can enhance the member experience while respecting the club's distinguished heritage.
I hope this interview provides a bridge between generations in golf retail, showing experienced professionals what they can learn from fresh perspectives while giving newcomers a realistic but inspiring view of what career success looks like in this industry.
Ready to learn?
Let's Grow Golf.
What has been your biggest challenge as a young professional in this role?
Honestly, one of the biggest challenges has been being taken seriously at a young age—especially when a lot of the people I work with or manage are older and have been in the industry longer. I've had to figure out how to lead without acting like I know everything, and instead focus on listening, being consistent, and showing I'm here to learn and help the team succeed.
Another challenge has been getting a strong handle on what drives sales in the shop—like understanding what our customers actually want, how to time product drops, and how to merchandise in a way that catches attention. I've learned a lot just by looking at sales trends, asking questions, and testing things out on the floor.
GG POV: Her candid response highlights a challenge many young professionals face across industries. Her approach—leading through listening and consistency rather than authority—demonstrates emotional intelligence that often trumps experience alone. I believe this mindset creates stronger teams and ultimately better member experiences.
What accomplishment at Fox Chapel are you most proud of so far?
One thing I'm really proud of is working 40+ hours a week at the club while finishing my master's degree in just one year. It was definitely a grind, but it taught me how to manage my time, stay organized, and stay focused under pressure.
Even with all that going on, I was still able to make a real impact in the shop—helping improve the layout, freshen up the merchandising, and create a better experience for the members. It feels good to know that all the hard work is paying off, both in the classroom and at the club.
How do you stay current with golf retail trends and merchandise?
I stay current mostly by keeping an eye on what other courses are doing, especially on Instagram. A lot of clubs post their new merch drops or how they're setting up their shops, so it's a great way to get ideas and see what's trending in real time. I also follow a bunch of golf brands and reps to see what's coming out and what people are getting excited about.
Going to the PGA Show was huge too—it gave me a chance to see everything up close, meet vendors, and just get a feel for where the industry is heading. Between that, social media, and just seeing what our customers are into, it helps me stay pretty dialed in.
GG POV: This shows how the next generation of golf professionals leverages digital tools for competitive intelligence. Social media isn't just marketing—it's become a crucial research tool for understanding market movements and consumer preferences.
What mentors have influenced you in your role?
Two people who've had a big influence on me are my college coach, Kevin Jamieson, and my current boss, Alex Childs. Coach Jamieson taught me a lot about discipline, preparation, and how to carry myself professionally—on and off the course. He always emphasized doing the little things right, which has stuck with me in the way I manage and present the shop.
Alex has been a huge mentor in the retail and business side of things. He's helped me understand not just the day-to-day operations, but how to think bigger—how merchandising, branding, and customer experience all tie together. He gives me a lot of responsibility but also supports me and offers guidance when I need it, which has really helped me grow.
How do you position the Pro Shop as more than just a retail space, but rather as an essential part of the overall member experience at Fox Chapel?
For me, the Golf Shop isn't just a place to buy gear—it's one of the first touchpoints a member has when they arrive, so it sets the tone. I try to make it feel welcoming and dialed in, like an extension of the overall Fox Chapel Golf Club experience. Whether it's remembering a member's favorite brand, having fresh, seasonal displays, or just creating a space that feels premium and personal, it all adds up.
We want the shop to feel like part of the club's lifestyle—not just a store. When members stop in just to hang out, check out what's new, or chat with the staff, I know we're doing something right.
What specific services or touchpoints have you implemented in the Pro Shop that directly enhance member satisfaction and engagement?
One of the biggest things I've focused on is making the shop feel more personal. I try to remember what certain members like—whether it's their favorite brands, sizes, or styles—and give them a heads-up when something comes in that I think they'll love. It makes it feel more like a concierge-style experience, not just retail.
We've also put effort into keeping the shop fresh—switching up displays, keeping it seasonal, and tying it into events happening at the club. Even little things like holiday-themed setups or tournament-week displays go a long way.
And when it comes to service, I always try to go the extra mile. If a member wants something special, I'll track it down or get it ordered quickly. I think it's that kind of attention to detail that keeps members engaged and excited to come into the shop.
Can you share an example of how you've successfully transformed a typical Pro Shop transaction into a memorable member experience?
Yeah—one moment that stands out was around Mother's Day. A member came in last-minute looking for a gift for his wife. He was in a rush and had no idea what to get, but I asked a few quick questions about her style, what she's worn before, and what he wanted it to feel like. We ended up pulling together a really nice gift package with a few pieces she'd love, added some accessories, wrapped it up nicely, and even included a handwritten note from him.
He came back a few days later and said she absolutely loved it—and he was really grateful for how easy we made it. That kind of experience is what I try to create in the shop. It turns a quick transaction into something personal and thoughtful. Moments like that show members that we're here to go the extra mile and help them make meaningful memories—not just sell product.
GG POV: This Mother's Day example perfectly illustrates the difference between transactional retail and experiential service. By transforming panic into thoughtfulness, she created value far beyond the products sold—she helped a member strengthen a personal relationship while building loyalty to the club.
In what ways do you gather and implement member feedback to continually evolve the Pro Shop experience?
A lot of the feedback I get is through everyday conversations with members. Whether they're asking about certain brands, commenting on something they liked (or didn't), or even just making a passing suggestion—I try to really listen and take notes, mentally or literally.
If a few people mention they want a specific brand or product, I'll look into bringing it in. Same goes for things like shop layout, sizing options, or even how we display items. I'll also check in with the rest of the staff, since they hear things too, and we'll talk about how we can make small changes that make a big difference. We also use Tee Commerce (Fox Chapel Golf Tee Commerce Site) which allows our members to purchase items we may not have at the shop or purchase something from a new brand we may not have at the club. This provides us additional consumer insight and factors into our purchasing decisions for the future.
At the end of the day, the shop is for the members—so if we're not listening to them, we're missing the mark.
What advice would you give to someone interested in pursuing a similar career path?
I'd say be willing to wear a lot of hats and really embrace the day-to-day hustle. In a golf shop, especially at a private club, it's not just about selling polos—it's about building relationships, paying attention to details, and creating a great experience for members.
Also, don't be afraid to ask questions and learn from the people around you—whether it's a head pro, merchandiser, or even the reps you work with. I've learned a ton just by being curious and open to feedback.
And lastly, care about the little things. The way you fold a shirt, the way you greet someone when they walk in—it all matters. If you show that you care and take pride in your work, people will notice and opportunities will follow.
Conclusion
This is the next generation of golf retail professionals—digitally savvy, relationship-focused, and unafraid to challenge traditional approaches while respecting club heritage. Her journey at Fox Chapel demonstrates how young professionals can create immediate impact by combining fresh perspectives with genuine respect for mentorship and member needs.
Her approach to transforming the pro shop from a simple retail space into a personalized member experience hub offers valuable lessons for clubs looking to enhance their retail operations. By focusing on the details that matter—from seasonal displays to handwritten gift notes—Davis Ann proves that exceptional service isn't about grand gestures, but rather the consistent execution of thoughtful touches that make members feel valued and understood.
Taking a few scrolls on Instagram, it's apparent that Member Guest season is upon many of us, while others are looking ahead to club championships and other hallmark events at your club.
If you're still on the prowl for a tee gift for an upcoming event, I 100% recommend Tee Commerce's Tournament Gifting experience. I've used it so I can tell you that your members and guests all get a hassle-free online shopping experience and they can shop from a variety of brand options - with no inventory risk or day-of work added to your plate. Orders are shipped directly to each player.
Not to mention, players like me may even add a little extra to the cart, therefore turning your tee gift into some new revenue. If you want to learn more, just reach out to Jeff Piltch (jeff@teecommerceco.com).
That's it for this week. Let's Grow Golf.
Find Grow Golf on LinkedIn
Send Me an Email at hello@growgolf.co
ICYMI
Miss a week? Here's a list of Grow Golf's most recent newsletters:
