Expanding Pro Shop Offerings: How Lifestyle Products Elevate Revenue and Member Pride

Golf pro shops have traditionally focused on performance apparel and equipment, but expanding into lifestyle products can significantly enhance revenue and member engagement. At Berkeley Hall Golf Club in Bluffton, South Carolina, Assistant Golf Professional Jaden Thiemann has successfully integrated lifestyle products, proving their value beyond the fairways.

Enhancing Member Pride with Custom Merchandise

Berkeley Hall members take pride in their club, and offering high-quality, custom-branded lifestyle products allows them to showcase that pride beyond the course. "We have hardcore members who want to display the Berkeley Hall crest everywhere," says Thiemann. Items like car emblems, fleece blankets, and Christmas ornaments have been especially popular, providing members with tangible ways to celebrate their affiliation.

This sense of belonging is a powerful motivator for members to invest in non-golf apparel and accessories. Beyond apparel, items such as custom tumblers, home décor, and even pet accessories help reinforce the club’s identity in all aspects of a member’s lifestyle. "It’s about creating something unique that resonates with members outside of just their time on the course," Thiemann explains.

Revenue Growth Through Diverse Offerings

Expanding product lines beyond golf gear has proven to be a financial success at Berkeley Hall. Car emblems, for example, sold 80% of their initial stock within two months, while custom blankets became a go-to gift item. Seasonal items, such as Christmas ornaments, sold out entirely. "We didn’t anticipate just how well the car emblems would sell," Thiemann admits. "We’re already planning to bring in more variations with Range & Bearing’s."

Beyond direct sales, lifestyle products also open doors for enhanced member experiences. "We have 25 cottages for members and guests, and Berkeley-branded items help personalize those spaces," says Thiemann. Expanding these offerings allows members to feel connected to the club in their daily lives. Adding new items seasonally keeps the selection fresh and encourages repeat visits to the pro shop.

Elevating the Member Experience Beyond Golf

Integrating lifestyle products isn’t just about revenue—it’s about enriching the member experience. Clubs can incorporate these items into tournament tee gifts and event giveaways, providing unique alternatives to the traditional polo or quarter-zip. "We’ve tried cutting boards and custom duffel bags for events, and members appreciate the variety," says Thiemann. Keeping merchandise fresh ensures continued excitement.

Events such as member-guest tournaments, club anniversaries, and social gatherings are perfect opportunities to introduce new lifestyle products. Custom items tailored to these special occasions not only serve as meaningful souvenirs but also promote a deeper emotional connection to the club.

Seamless Customization Process

One key factor in Berkeley Hall’s success has been working with Range & Bearing’s for custom merchandise. "The process was incredibly easy, with top-notch quality and quick turnaround times," Thiemann shares. The ability to tweak designs each season—such as modifying blanket colors or introducing new ornament styles—keeps offerings engaging year after year.

Customization also ensures that each product remains exclusive to the club, enhancing its perceived value. "Having our logo on high-quality, everyday-use products gives our members something they can be proud to own," Thiemann adds. Whether it’s a sleek water bottle, a cozy fleece, or a premium golf towel, members appreciate well-designed products that blend function with club identity.

Key Takeaways for Golf Pros and Club Shops

Berkeley Hall’s success demonstrates why golf pro shops should embrace lifestyle products:

• Boosted revenue – Expanding merchandise options creates new sales opportunities.

• Stronger member pride – Members love showcasing their club beyond the course.

• Enhanced community connection – Custom items deepen engagement and loyalty.

• Diverse gift options – Unique products appeal for personal use and special events.

• Increased shop traffic – Fresh product offerings encourage members to visit the shop more often.

Thiemann’s advice? "Keep an open mind and try new things. You might be surprised by what resonates with your members."

For clubs looking to elevate their pro shop, Range & Bearing’s offers high-quality, customizable lifestyle products that seamlessly integrate into retail and events. It’s time to go beyond performance wear and embrace lifestyle offerings that enhance revenue, enrich member pride, and extend the club experience beyond the greens.