The Association of Golf Merchandisers (AGM) has released its 2024 Membership Survey and we want to go over some of the most notable findings from it.
Here are a few key findings in this most recent survey:
But, let’s go over these in more detail.
This year’s survey tells the story of a steadily growing golf industry.
As mentioned, 75% of golf shops reported higher sales in 2023 compared to 2022. Looking a little deeper into those 75% that saw year-over-year growth, roughly a quarter of these shops saw an increase of 11% or more in sales.
This year’s results marks two years of consecutive year-over-year growth among golf shops, good news for golf retail.
This year’s survey found that experience continues to be an important factor in who’s running retail operations in golf shops.
The average merchandiser has 16 years of experience, according to the survey.
And, the most common titles among respondents included: Merchandise Manager/Retail Manager/Pro Shop Manager (36%), Head Professional (25%), or Director of Retail/Director of Merchandising/Vice President (17%).
It seems the golf retail industry is thriving under experienced hands.
The average salary for golf retail pros stands around $84,000, according to the survey. The higher end of the pay spectrum is around $100,000 while the lower end hovers around $50,000. Nearly two-thirds of respondents said they get a bonus, and that bonus amount was on average around $11,000.
Raises were also common among respondents, as 63% said they received a raise of 1-5% and 18% received a raise of 6% or more.
Beyond salary, health insurance, dental, vacation pay, and retirement plans like 401(k)s are commonly provided benefits.
Interestingly, 60% of golf shops still don't sell online. And even among those who do, online sales account for just 6.4% of their total sales. This suggests a significant opportunity for growth in digital sales.
These are some of the best-selling brands among respondents, and ones that you should be looking at (if you run a golf shop):
This list of best-selling brands is a great segue for the results of this question that was posed to survey respondents: “What other technology platforms do you use?”
The most popular platform was far-and-away RepSpark.
A whopping 78% of respondents said they used RepSpark (which is 6% more compared to last-year’s results). And it makes sense when you realize that nearly all of the best-selling brands in this year’s survey are found on the RepSpark Community.
Golf Shops should keep note that it’s not just about golf anymore. This year’s respondents noted that they were ordering more pickleball, tennis, and fitness/spa products.
Pickleball, in particular, saw a rise in orders. Nearly 24% of golf retailers said they were stocking pickleball equipment and apparel.
This shift presents an excellent chance for golf shops to expand their customer base, diversify their product offerings, and capitalize on the growing popularity of these emerging sports.
The average golf shop spans around 2,402 square feet, and generates about $834 per square foot annually, according to the survey.
On average, a shop generated about $1.6 million in gross merchandise sales, and profit margins sat at about 37% on average.
Golf shops reported around 43,600 rounds played in 2023, and about $37 in merchandise sales per round played.
This is just a quick overview of this year’s survey but, overall, the golf merchandising landscape looks bright. The industry saw more rounds of golf, higher sales figures, opportunities in online sales growth, and higher salaries for golf professionals.
For a full look at this year’s survey, head over to AGM’s website.
Whether you're stocking up on best-selling brands or exploring new digital sales platforms, leveraging these insights could set you apart in the thriving golf market.
And if you want a central place where you can shop the best-selling brands among golf retail shops, then check out the RepSpark Community, where you’ll be able to find nearly all of this year’s best selling brands.