American Golf is the UK’s leading retailer of golf equipment, accessories, shoes and clothing, with over 100 stores across the UK and a successful multichannel operation. Established in the 1970’s, the business was sold by its founders to LDC in 2004, and was acquired by its current owner Sun Capital in 2011, who have driven growth in each year since acquisition.
Pragma was commissioned by American Golf to assist management refine their strategic plan.
Undertook a review of the size of the market and the competitive landscape
Investigated the profile, attitudes and behaviours of golf players with regards to golf purchases
Analysed current performance by channel to inform planned operational improvements
Pragma’s excellent insight and advice has enabled us to get an in-depth understanding of the UK golf equipment market, the golf customer and drivers of consumer spending. The results of the project will be very useful in terms of informing our future marketing and operational plans.
American Golf have incorporated the output of our work in the development of the current operational plan, with customer insight results being used to inform store and online strategy. The company are now looking to undertake regular insight projects into the golfing consumer.