American Golf has announced a partnership with GO Outdoors to open a new 3,000 sq ft concession in Cheltenham. This initiative is part of a broader strategy aimed at expanding their market reach.
Aimed at providing comprehensive golfing needs, this collaboration promises to enhance the customer experience while offering a wide range of products and services.
Strategic Partnership Announcement
Golf specialist, American Golf, has entered into a partnership deal with the outdoor retailer, GO Outdoors. This collaboration will result in the opening of a 3,000 sq ft concession at the GO Outdoors Cheltenham site, marking the beginning of a significant expansion strategy for both companies.
This partnership, the first for the sports retailer, aims to provide a one-stop destination for all golfing needs. The Cheltenham concession is set to open on August 19, followed by another location before the year ends.
Products and Services
The new concession will showcase a comprehensive range of American Golf’s top brands, including TaylorMade, Callaway, PING, Cobra, Benross, Garmin, Adidas, Stromberg, and UnderArmour. A dedicated American Golf team will be available to assist customers.
Former staff from American Golf’s recently closed Cheltenham store have been redeployed to offer their expertise in the new setup. They will provide services like free custom fitting, enhancing customer experience.
Executive Insights
Elaine Wrigley, Retail, Operations and People Director at American Golf, emphasised the importance of this new venture. She stated, “The store represents a significant step in our broader strategy to enhance our presence and accessibility across the UK.”
Wrigley highlighted the popularity of the GO Outdoors brand and its nationwide footprint, offering a prime opportunity to introduce golf to a broader audience. She also expressed excitement about maintaining relationships with Cheltenham customers.
GO Outdoors’ Perspective
Lee Bagnall, CEO at GO Outdoors, shared his enthusiasm for the new partnership. He noted that the inclusion of high-quality golf clubs, clothing, footwear, and equipment in their offerings aligns well with their customer base.
Bagnall remarked, “American Golf is the go-to brand for golfers of all abilities across the nation. Their presence in more of our stores is a partnership we’re truly excited about.”
Financial Context
Over the past year, American Golf has experienced a ‘re-set’ under its new chief executive, Nigel Oddy. The unaudited results for the 2023/24 financial year showed revenues of £135.8m, an increase of £300,000 from the previous year.
Despite a pre-tax loss of £5.2m, which was an improvement compared to the previous year’s loss of £10.5m, the company turned around with a pre-exceptional EBITDA of £4.3m, a £5.7m improvement. The business also retained its one-third share of the golf retail market.
The partnership between American Golf and GO Outdoors signifies an important step in both companies’ growth strategies. The new concessions will not only expand their market presence but also introduce the game of golf to a broader audience.
With dedicated teams and a wide range of products, customers can expect an enhanced shopping experience that meets all their golfing needs.