Golfsmith’s Course of Action: Focus on Multichannel Commerce

From the moment you pull into the 40-acre Golfsmith campus in Austin, Texas, you know you’re in a golfers’ mecca. But as it turns out, the company’s on-site driving range and golf academy are just the beginning.

Inside the 92,000 square-foot corporate headquarters, there’s a putting green for employees, and a large retail store complete with indoor waterfall and Clubhouse Café. The clubmaking workshop not only crafts custom-made clubs, it also holds weeklong classes for those who want to learn the art. A research and development team is developing clubs and testing