When one of golf's most prestigious networks decides to expand beyond physical retail, the industry takes notice. The Tournament Players Club (TPC) Network, synonymous with professional golf excellence and home to some of the PGA TOUR's most iconic venues, has launched ShopTPC.com in collaboration with Tee Commerce.
This digital expansion represents more than just adding an online store—it's a strategic move to unlock the full potential of one of golf's most recognizable brands while solving operational challenges that many private and semi-private clubs face daily.
I sat down with Mason Spalding from the PGA TOUR and Jeff Piltch from Tee Commerce to explore the decision-making process, rollout strategy, and early results from this ambitious digital merchandising initiative.
If you've been looking to expand your club's or course's e-commerce business, this is a must-read.
Let's Grow Golf.
-Rich
What inspired the TPC Network to explore a digital merchandising solution for the network, and what challenges were you hoping to solve?
Mason: The growth and demand in retail from our members and guests was the inspiration for exploring a digital merchandising solution. Our team realized we have an iconic, and sought-after brand with the TPC Network, but we had been limiting our potential ceiling by restricting our merchandise sales to in-store only. With this online platform, we're able to reach customers before or after their visit and give them an opportunity to shop their favorite brands, featuring their favorite TPC Network logos.
GG POV: Mason's realization about "limiting our potential ceiling" reveals a critical blind spot many club professionals have. Your logo isn't just decoration—it's intellectual property with monetizable value. Even small clubs have members who travel, move away, or want to gift club-branded items to friends. The question isn't whether demand exists, but whether you're capturing it.
Can you walk us through the decision-making process—how did Tee Commerce come into the picture, and what stood out about their model?
Mason: There were a few different vendors our team explored, but ultimately Tee Commerce stood out to us because of their product offerings, flexibility, proven/quality embroidery, and trust with other comparable, premium golf management groups.
Jeff: We’re thrilled the TPC Network chose Tee Commerce after weighing their options. It’s a testament to our operations and customer service teams’ ability to consistently deliver a high-quality experience on behalf of our partner clubs. Word of mouth has always been our biggest source of growth, and we’re proud that clubs and professionals continually recommend us to their peers, which is how we initially met Mason.
What did the rollout look like across TPC Network properties—were there any key lessons from the launch that other clubs could learn from?
Mason: As our rollout is currently underway, I would emphasize the importance of communication and promotion. We collaborated with our internal Marketing and Creative Services departments to create a launch campaign. This project included a new logo for "ShopTPC.com", materials for emails, social, cart signs, & posters, as well as clear instructions for all our individual Sales and Marketing teams on how to execute and best utilize it.
Jeff: The TOUR's marketing team did an excellent job maintaining consistent branding across its facilities, with the map and new logo adding a nice clean touch. For most clubs, which don’t have the TOUR’s marketing resources, we get involved to support shop launches and ongoing marketing best practices, like creating launch graphics and copy, and suggesting shops be linked in member apps, websites, and emails. We've learned it’s crucial to frame the online shop as an amenity, an added convenience that expands product choice without replacing the in-person golf shop experience. Because, no matter how great the online shop is or products are, if potential shoppers don’t know it exists, the shop won’t live up to its revenue potential.
How are TPC Network merchandisers and operators using the storefronts so far—and how has the response been from members and guests?
Mason: Our teams at each TPC Network facility are now beginning to familiarize themselves with the site & products offered, and continuing to learn the full capabilities of the storefront.
Each one of our accounts will soon be taking advantage of the opportunity to sell physical on-hand inventory on the site, a perfect chance to upsell additional accessories or excess inventory.
We also believe the storefronts will serve as a great tool for small gatherings and events. Many of our Merchandisers and Head Golf Professionals can be inundated with merchandise requests from upcoming smaller outings (12+ players). Our staff will be able to free up their valuable time by directing our contacts to the storefront to view available products and encourage them to shop!
The response from members & guests has been great so far! They appreciate the vendor mix offered, layout and functionality of the site, and most of all the ability to shop our TPC logos.
Jeff: As we've grown to nearly 600 clubs nationwide, we've observed some clear trends. Although our club partner online shops are stocked with popular brands you’d expect to see in a golf shop, nearly 30% of sales come from lifestyle and non-golf brands. This is exciting for us because it not only shows incremental revenue for the club, but the online shop is also becoming a valuable tool to fill merchandising gaps. Many clubs face limited square footage and cash flow constraints, and the online shop helps expand product offerings without those physical or financial limits.
Average order value varies seasonally but generally sits around $180. We’re continually testing new approaches to boost conversion rates and increase order values, helping our clubs optimize their ecommerce performance.
GG POV: The small outing merchandise challenge Mason describes is universal—every club professional knows the pain of endless email chains for 12-person scrambles. This isn't just about convenience; it's about reclaiming professional time for higher-value activities. When you can redirect simple merchandise requests to self-service, you free up hours for member relationship building, instruction, or strategic planning.
What are your key goals for the storefronts—whether in terms of revenue, member experience, or streamlining operations—and how will you measure success?
Mason: Our primary goal for the storefronts is financial. The intention for launching this initiative was to discover a new, supplemental source of revenue for our clubs. We believe this online shopping opportunity won't detract from in-store golf shop sales and with some sales history behind us we'll be able to confirm that to be true!
Another goal for the sites is to provide an additional, elevated experience for our members and guests. We're viewing the storefronts as extensions of our iconic golf shops, a unique and user-friendly platform offering the same brands found in-store, but with the added convenience to shop anytime from your laptop or phone.
Jeff: The goal of the online shop varies by club. Some view it mainly as a member amenity, offering convenient access to online shopping and more brands, while others use it as a significant revenue driver. Our intent is purely to be incremental and not detract from physical shop sales. We love hearing from pros that they get orders from members they've never seen in the golf shop. About 30% of online sales come from lifestyle brands not typically stocked in the shop. Additionally, around 40% of sales occur between 5 pm and 8 am when most shops are closed, and orders are split evenly between desktop and mobile, showing convenience is a key factor driving usage.
For clubs thinking about adding an e-commerce option, what advice would you give based on your experience with this project?
Mason: I would remind any clubs thinking about launching an e-commerce option that the most enticing aspect is the fact there is basically zero risk! The storefronts are a great way to expand your golf shops beyond their physical walls, attract new business, all while enhancing the overall experience for your customers.
Jeff: Our model is designed to make it easy and low-risk for clubs to get started. There’s no setup fee or inventory commitment, and a low monthly fee covers everything from building the online store and providing customer service to marketing support and handling order fulfillment. We only succeed when the club does, as our revenue is tied directly to the sales the club generates, which making it accessible for clubs of all sizes to test e-commerce viability.
GG POV: The "zero risk" aspect removes the biggest barrier preventing club professionals from testing e-commerce—fear of failure. Traditional retail expansion requires inventory investment, storage space, and upfront costs. Commission-only models flip this equation, making innovation financially accessible even for budget-conscious operations. This democratizes opportunity across club sizes and budgets.
The Bottom Line
The TPC network's collaboration with Tee Commerce demonstrates how even the most established golf brands can find new revenue streams through thoughtful digital expansion. Mason's insights reveal three critical success factors:
- Strategic Brand Recognition: Understanding that your logo and brand have value beyond your physical location
- Operational Efficiency: Using technology to solve real staff time challenges, particularly around event merchandise
- Risk-Free Experimentation: Choosing partners that allow you to test digital waters without significant upfront investment
For clubs considering e-commerce expansion, the TPC Network approach offers a proven playbook: start with strong internal communication, leverage existing brand strength, and view digital storefronts as extensions of—not competition for—your physical retail space.
The early success at ShopTPC.com suggests that when iconic brands meet smart technology, the result can be a win-win-win for clubs, members, and bottom lines alike.
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