Elevating Private Club Retail: Lessons from Club Innovators Podcast with Grace Hurley
The Power of Retail in Private Clubs
The private club industry has long been focused on enhancing member experiences through exceptional amenities, service, and exclusivity. But a commonly overlooked revenue stream, and engagement opportunity, is retail. The latest episode of the Club Innovators Podcast featuring Grace Hurley, VP of Brands & National Events at Catapult, sheds light on how clubs can optimize their pro shops, elevate branding, and leverage retail strategies to drive both sales and member satisfaction.
At Capstone Hospitality, we understand the importance of a multi-faceted approach to membership growth. This includes not just recruitment and retention, but also maximizing member engagement through services like retail and branding. Here’s how Hurley’s insights align with our mission to help clubs thrive.
1. The Role of Retail in Enhancing Member Experience
One of the most significant takeaways from Hurley’s conversation is how pro shops are evolving from simple merchandising spaces into crucial engagement hubs.
Traditionally, golf pro shops were seen as a convenience for last-minute purchases—forgotten gloves, golf balls, or an extra hat. However, today’s top-performing clubs understand that their retail space is a key part of the club experience. Members and guests are already on-site and engaged with the club’s atmosphere, making the pro shop a prime location for curated, high-quality products that reflect the club’s brand and lifestyle.
She encourages clubs to think beyond transactions and view their retail operations as a branding tool. By offering exclusive, high-end merchandise, clubs can deepen their connection with members while driving additional revenue.
2. The Power of Branding and Exclusive Logos
Branding is one of the hottest trends in golf retail. Hurley highlighted how clubs are using exclusive logos, seasonal branding, and niche product lines to create a sense of belonging and drive demand.
For instance, clubs are rolling out special-edition logos for different seasons, tournaments, or even member events. A club may have its standard crest but introduce a version with a golden hue during major golf events like The Masters. This level of exclusivity creates urgency and emotional attachment among members, encouraging them to collect various branded items throughout the year.
At Capstone Hospitality, we advise clubs to:
Offer limited-edition merchandise for key events.
Create a special logo series for different areas of the club (golf, racquet sports, social events).
Ensure high-quality branding across apparel, accessories, and even home goods.
Exclusive branding can also support membership marketing. When members wear club-branded gear outside the property, they become walking ambassadors, creating organic word-of-mouth promotion.
3. Leveraging Data and Buying Trends
Another compelling insight from the podcast was the importance of data in shaping retail strategies. Many clubs still make buying decisions based on intuition rather than member behavior. However, Hurley emphasized how leveraging CRM tools and POS data can help clubs understand what members actually want.
For example:
Are certain brands or styles selling better than others?
What price points see the most sales?
Which categories (apparel, accessories, equipment) drive the most engagement?
If a club notices that a particular line of logoed outerwear sells out quickly each fall, they can increase inventory or introduce an exclusive winter collection.
4. Expanding Beyond Traditional Offerings
Hurley pointed out a fascinating shift in club retail—expanding beyond traditional golf gear. Some clubs are now selling items like:
High-end pizza ovens and grills for members who entertain at home.
Branded drinkware and home decor.
Luxury wellness and athleisure wear.
This aligns with the trend of lifestyle branding. Members don’t just want golf apparel; they want items that represent their overall club experience. By stocking a carefully curated selection of premium lifestyle products, clubs can increase revenue while reinforcing their brand identity.
Capstone Hospitality recommends clubs to:
Conduct surveys to understand what members want to see in the pro shop.
Partner with premium lifestyle brands that align with club values.
Experiment with pop-up retail events featuring exclusive, limited-time merchandise.
5. Enhancing Events with Retail Experiences
Events are a major part of the private club experience, and incorporating retail elements can enhance engagement. Hurley described how clubs are moving beyond simple giveaways to offering “shopping experiences” at member events.
For example:
Instead of handing out a generic welcome gift, clubs can set up a mini pop-up shop where members select their own premium item.
Tournaments can feature a curated selection of exclusive merchandise that participants can purchase.
Holiday markets with branded club gifts can create additional revenue opportunities.
At Capstone, we see this as a great way to merge membership engagement with retail strategy. A well-planned shopping experience can turn a one-time event into a long-term revenue driver.
Final Thoughts: A New Era for Club Retail
Retail in private clubs is no longer just an afterthought—it’s a powerful tool for engagement, branding, and revenue growth. By taking a strategic approach to merchandising, clubs can enhance member experiences while strengthening their financial sustainability.
Capstone Hospitality is here to help clubs maximize every aspect of their business, from membership marketing to retail operations. By implementing the insights shared by Grace Hurley, clubs can elevate their pro shop from a simple retail space to an integral part of the club experience.
