American Golf is experiencing a strong resurgence in the sport following a successful Christmas trading period. The UK-based company has reported a remarkable 55% increase in fourth-quarter sales compared to the previous year, with total sales reaching £40 million for the 12 weeks leading up to December 31. Physical store sales accounted for £27.5 million, while digital sales amounted to £12.69 million.
This surge in sales can be attributed to the growing interest in golf among both new players and those seeking to enhance their game. Sales of entry-level equipment experienced a significant boost of 35% during the 12-week period, compared to the same period in 2019. Additionally, the value of premium equipment purchases soared by over 300%.
CEO Gary Favell believes that American Golf’s success is a result of its efforts to make golf a more inclusive and accessible sport. In the past two years, the company has focused on strategic partnerships and events that support this mission. It has also invested in revamping its stores and creating accessible ranges and complexes. This approach has resonated with golfers of varying abilities, attracting new players and igniting the passion of existing ones to improve their game.
The company’s commitment to inclusivity is further demonstrated through its partnerships with world number one disability golfer, Brendan Lawlor, its support of the HANDA World Invitational event, and its sponsorship of the Rose Ladies Series. American Golf has also acquired entire golf complexes, such as High Legh Golf Club in Cheshire, Hemingford Abbots Golf Club in Cambridgeshire, and Rossendale Golf Centre in Lancashire. These acquisitions aim to encourage families to enjoy the sport together and promote accessibility.
Despite the rapid growth of e-commerce, American Golf continues to experience exceptional growth in its physical stores. Approximately two-thirds of its Christmas season sales were made in-store or at the company’s ranges. American Golf attributes this success to the unique experiential retail experience it provides. By offering opportunities for customers to interact with professionals and test equipment, the company creates an immersive golf experience that cannot be replicated online.
With 95 stores across the UK and the Republic of Ireland, as well as delivery options to European countries, American Golf is well-positioned to sustain its upward trajectory. By prioritizing accessibility, inclusivity, and creating immersive retail experiences, the company is successfully establishing itself as a leader in the golf industry.
Sources:
1. [Link to Brendan Lawlor’s website](https://brendanlawlorgolf.com/)
2. [Link to Rose Ladies Series](https://www.roseladiesseries.com/)
