Greg Glover: Sell a Variety of Custom Products

Greg Glover, the 2013 Rocky Mountain PGA Section Merchandiser of the Year for Private Facilities and 2014 Section Teacher of the Year, is the PGA Director of Golf and Director of Instruction at 3 Creek Ranch Golf Club in Jackson, Wyoming.

A large percentage of our members are golfers, but most of our families enjoy other activities as well, such as hiking, cycling, and fly fishing. To accommodate these customers, we carry a variety of golf apparel and accessories alongside non-golf items, including ingenious products such as custom 3 Creek cruiser bicycles, extensive 3 Creek leather goods, and custom-fit lens belts, tailored to our western theme. These unique items exemplify how we creatively strive to meet our members’ needs. We target not only 3 Creek golfers with logoed apparel, golf balls and bags, but also our members’ lifestyle, with such products as Aura candles, 3 Creek Barrington wallets, custom Sterling Cut Glass pieces, Danner hiking boots, bicycle jerseys, fly fishing shirts, and QED belt buckles. We offer more than 30 brands, but we make sure to provide only the finest products to our members.

Except for shoes and reading glasses, nearly everything in our shop has a logo. Most of our golf clubs are custom fit and special ordered. Eighty-percent of our revenue is derived from customized products and we will continue to look for and try new specialty items in our shop; what doesn’t work, we will discontinue. I search for ideas at the annual PGA Merchandise Show, and I pay attention to what merchandise members use, what they like and what they already own. Then I branch out from there.