Welcome to the inaugural edition of "Ask the Shop" - an exciting new segment brought to you in partnership with Tee Commerce! We're pulling back the curtain on the world of golf shop merchandising, giving you an exclusive look into the strategic minds behind some of the most innovative pro shops in the country.
In this month's feature, we're thrilled to spotlight Hannah Marcusse from Wilderness Country Club in Naples, Florida. As a recipient of the 2025 Association of Golf Merchandisers Platinum Award, Hannah isn't just a merchandiser – she's a retail strategist who understands the delicate art of balancing tradition with innovation in the dynamic world of golf retail.
Ready to learn?
Let's Grow Golf.
With Naples' unique blend of year-round residents and seasonal members, how do you structure your buying strategy to maintain fresh, appealing inventory for both populations while avoiding overstock during slower summer months (assuming winter is the busy season)?
My buying strategy is heavier in the season months (October - May) with our top brands like Peter Millar, Holderness & Bourne, IBKUL. Then throughout the season I will bring in small drops of 24 pieces to fill in and try new brands. I usually market these drops as "limited release" which creates a "must have" mentality and I sell out of the small drops fairly quickly. I tend to re-merchandise old merchandise in the summer; this appears to the members like it is new when really it is older items I am trying to get rid of.
GG POV: By introducing small, strategic drops of just 24 pieces and positioning them as "limited release," Hannah creates artificial urgency that drives sales. This approach does three critical things:
1) Minimizes inventory risk
2) Creates excitement and exclusivity
3) Encourages impulse purchases among members
As one of Naples' most established clubs, how do you balance traditional merchandise vs contemporary merchandise trends to appeal to members young and old?
I have termed this question "Clash of the Titans" as in Naples especially we have a traditional group and a modern group with no middle ground in between. It is sometimes difficult to make both sides happy but I still tend to lean more on the traditional side of things at Wilderness. I do subtle modern adds like hoodies, Greyson Apparel, women's mock necks.
I learned that the trick is to get one traditional member wearing a modern piece and then they all seem to jump on board.
Given Florida's climate and the surge in athleisure and non-traditional golf wear, what are your strategies for merchandising lifestyle apparel that transitions from golf to Naples' social scene while maintaining the club's image?
Luckily in Southwest Florida people tend to wear golf attire 24/7. Since brands are moving toward the concept of "on and off the course" it makes it easier to bring into the golf shop. Especially women's brands such as G&T Sport, A. Putnam, etc are making pieces designed to be worn straight from the green into a sit-down dinner. Because we are still a very traditional-based club, Tee Commerce has been a huge help in the lifestyle department. If someone comes in wanting Lululemon for instance I can send them directly to the online shop. This helps too so I don't have to use up inventory space on pieces that I am unsure will sell fast.
I also tend to look for little niche items such as wide-brimmed hats. Members are very conscious of sun protection so have found that stylish wide-brimmed hats sell very fast for both men and women down here. It's always hard to predict what the weather is going to be like so if it's a relatively warm season and I am sitting on a lot of cold weather products I will make a few displays and put on snow in the shop or a fireplace to get them thinking that it is cold. Most of the time it just provides a good laugh for the members but a few will buy.
What strategies do you use to leverage your pro shop to differentiate yourself from other high-end clubs, golf-mega stores, and rising e-commerce brands? Such as special merchandise events? Exclusive drops? Limited quantities?
I only bring in items that are unavailable elsewhere. This provides an exclusivity to the products they are purchasing from the shop. It has been difficult since brands like Peter Millar are now venturing into big stores but that is where your logo comes in. I feel like we really promote pride in wearing our logo. If I get asked to match a price for an item a member has found on sale at a big box store I will remind them that our logo is worth full price. Since so many brands are emerging in the golf world I will do small pop-up shops on the range. I will also do random things in the shop like a hot chocolate stand, display competitions between shop staff, pop-up sales, etc. that bring in members just to see what is going on.
With Southwest Florida's growing focus on outdoor living and year-round golf, what merchandise categories beyond traditional golf apparel and equipment have shown surprising success in your Pro Shop and through your Tee Commerce store?
Items such as custom dog bandanas, beach towels, Goodr Sunglasses, custom candles, have been a huge hit in the golf shop. As a merchandiser we are always looking for the next best gift item or the "quick hit" purchases meaning someone coming in looking for a quick gift to give. I partnered with a local animal shelter so every dog bandana purchased, part of the proceeds go to the shelter. This provides an extra "feel good" meaning to the gift.
Tee Commerce is a huge help when it comes to little purchases. It is impossible to bring in everything that the membership asks for so being able to say, "While we don't have this item in the shop you can visit our online shop to purchase." It adds a whole new level of customer service.
GG POV: Who knew dog bandanas would be a top item? However, this is more than just a fun, sales tactic—it's the easiest form of community engagement you can do through merchandising. By:
1) Connecting merchandise to local causes
2) Creating emotional value beyond the product
3) Supporting community organizations
Conclusion
As golf clubs continue to evolve in an increasingly competitive landscape, Hannah's approach at Wilderness Country Club offers a blueprint for success that goes far beyond traditional merchandising.
Her innovative strategies demonstrate that a pro shop is more than just a retail space—it's a dynamic interface between club culture, member experience, and strategic business management. By balancing tradition with innovation, creating purposeful experiences, and understanding the nuanced desires of club members, successful pro shops can transform from simple inventory (and incremental revenue generators) to a vital club asset.
That's it for this week. Special shout-out to Jeff Piltch at Tee Commerce for being an early subscriber and supporting what I'm building here at Grow Golf. If you don't know Tee Commerce, they help clubs and courses sell merchandise online. He even created my own Grow Golf store on Tee Commerce. Check it out to get a good sense of what the shopping experience would be like for your club, course, or golf business.
We're looking forward to creating more of these features throughout the year.
Have a great week, y'all. Let's Grow Golf.
-Rich
ICYMI
Miss a week? Here's a list of Grow Golf's most recent newsletters:
