Merchandising

---

 Merchandising in golf has evolved tremendously over the past two decades. When I was first starting out as a young professional, most golf shops featured simple table displays and racks of polos—that was the extent of it. Today, however, golf shops have become dynamic retail spaces that blend both golf and lifestyle branding. Members now view the shop not only as a place to purchase golf apparel, but also as a convenient stop for a wide range of products that fit seamlessly into their everyday lives.

At Bob O’Link Golf Club, the Assistant Golf Professionals work collaboratively to manage all aspects of merchandise buying for the golf shop. Together, we study industry trends, evaluate new products, and ensure the shop remains fresh, relevant, and tailored to our membership’s preferences. This hands-on experience has significantly deepened my understanding of the merchandising side of golf operations and sharpened my ability to balance tradition with innovation. It has also given me the opportunity to be creative, developing unique logos and custom designs that resonate with members and strengthen the club’s brand identity. Beyond the retail aspect, merchandising has become another way to enhance the overall member experience, creating a shop that feels welcoming, exciting, and reflective of the high standards of the club.