PGA Tour Superstore (PGATSS), the largest golf-specific retailer in the U.S., continues to have record sales while expanding the number of locations, and says clubs, apparel, and accessories specifically for women are an important focus to fuel additional growth. In an exclusive interview with PGATSS CEO and President Dick Sullivan, he described how the company is working to erase the traditional malecentric approach to golf retailing with an ongoing program to create a woman-friendly experience Women Are The Focus at PGA Tour Superstore By Ed Travis in their stores. This initiative is already producing impressive results. To illustrate, Sullivan related that at the grand opening of a new store in Fairfax, Virginia, last August, they saw more women’s apparel being sold than men’s, a complete reversal of the usual pattern. Consumers respond to retailers with a large stock of aggressively priced inventory, plus friendly and knowledgeable salespeople. This of course applies Michigan Golf Journal
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