Golf equipment cataloger/retailer Golfsmith is well aware that 90% of its customers are men. To attract more of the nation’s 5.8 million female golfers, it is launching a spin-off catalog for women in July. The cover will feature Ladies Professional Golfers Association (LPGA) pro Natalie Gulbis, who has signed a one-year sponsorship agreement with Golfsmith.
“There is serious demand for golf equipment and merchandise designed for women golfers,” says Golfsmith president/CEO Jim Thompson. The company, which became a portfolio company of New York-based equity firm First Atlantic Capital in 2002, has been seeking numerous ways of expansion. It is about to add Golf Stix stations to its stores, booths staffed by pros who help custom-design clubs for golfers. Golfsmith is also working with GolfTec, a company that sets up shop in Golfsmith stores to offer lessons.
As for the women’s catalog, the new book is part of some wheeling and dealing Golfsmith has done on that end as well. In March, Golfsmith agreed with the LPGA to serve as exclusive off-course marketer of the LPGA Collection of golf apparel.