How Range & Bearing’s Transformed The Beach Club’s Retail Experience: An Interview with Michael Huminski

At Range & Bearing’s, we take pride in delivering high-quality, custom-designed club merchandise. But seeing our clients experience success is what drives us. One of the most exciting transformations we’ve been a part of is The Beach Club in Palm Beach, where we worked with Assistant General Manager Michael Huminski to revolutionize their retail experience. In just one month, The Beach Club saw a 300% increase in sales after introducing Range & Bearing’s custom products!

A Retail Shop in Need of Change

We sat down with Michael to hear about his experience firsthand.

“Our merchandise offerings were tired, uninspired, and outdated. We had standard polos, hats, and jackets, but nothing truly exciting for our discerning members. Sales were stagnant, and I knew we needed a change.”

Michael recognized that his members, particularly in Palm Beach, have high expectations and refined tastes. They weren’t looking for ordinary club merchandise; they wanted exclusive, luxury items that matched their lifestyles.

Finding the Right Partner

Michael first discovered Range & Bearing’s at the Florida CMAA conference and was immediately drawn to our level of customization and attention to quality. Within weeks, The Beach Club placed its first order, and the results were nothing short of astounding.

“In January, our first full month offering Range & Bearing’s products, we saw a 300% increase in retail sales. The transformation was unbelievable.”

Customization: The Game Changer

Unlike traditional retail, The Beach Club didn’t need to expand its offerings—it needed to refine them. Palm Beach members expect custom, high-end merchandise, and Range & Bearing’s was able to deliver exactly that.

We worked closely with Michael and his team to curate a selection of swimwear, towels, stylish accessories, and apparel, all custom-branded to reflect The Beach Club’s prestige.

Unparalleled Customer Service and Speed

One of the biggest factors in the club’s success was our commitment to impeccable customer service. When The Beach Club’s retail committee requested changes—whether in logo placements, material choices, or sizing—we turned them around right away.

“We reached out to Sara at 10 PM, and she responded almost instantly. Again at 6 AM the next morning, she had answers. The speed and attention to detail were incredible.”

Having a partner who could adjust, refine, and deliver so quickly made a world of difference for Michael’s team.

Big Sales, Small Space: It’s About the Product, Not the Store Size

A common misconception is that a club needs a large retail space to generate big sales. The Beach Club proves otherwise. Their retail footprint is just 10x10 behind the front desk, yet they saw a massive increase in sales because the custom products resonated with their members.

According to Michael, “One of our members bought a custom bag from Range & Bearing’s and was so excited that she carried it around the pool deck. Within an hour, five other members had come to the front desk asking for the same bag. Word-of-mouth alone was driving sales.”

This demonstrated that having the right product is far more important than having a large store.

Palm Beach Members: The Art of Subtle, Elegant Branding

Michael emphasized that The Beach Club’s members appreciate exclusivity but prefer subtle branding over bold logos. Range & Bearing’s tailored their product designs, accordingly, ensuring each item felt elegant, sophisticated, and uniquely Palm Beach. Given the immense success of their apparel and accessories, The Beach Club is now exploring custom event and dining decor, including table runners, linens, and show plates, to elevate their branding even further.

Advice for Other Clubs

Michael’s journey highlights the power of customization, quality, and excellent service. Even clubs with limited retail space can dramatically increase sales and member engagement by offering the right products.

Michael summed it up perfectly:

“We thought our retail shop was just a small part of our club, but the right products changed everything. Range & Bearing’s transformed our retail experience, and our members couldn’t be happier.”

At Range & Bearing’s, we don’t just sell products—we design each club’s unique brand experience. And as The Beach Club’s incredible success story shows, that makes all the difference.