Golfsmith’s Course of Action: Focus on Multichannel Commerce

vendor-sourced products. Enlarged pictures capturing golf imagery hang over the crisp green and yellow décor in the office area. The wide open but structured layout of the workstations and offices are reminiscent of an airy and well-designed golf course.

This place breathes the game.

Begun 37 years ago in the home of an engineer who saw a ripe opportunity to make and sell custom-fit golf clubs, Golfsmith is today a $257 million, multichannel merchant of golf equipment, apparel and clubmaking supplies and services. Those 2003 fiscal year revenues were up 18 percent from 2002, and its same-store sales were up 7.4 percent. And from 2002 to 2003, Golfsmith grew its 12-month housefile by a whopping 158 percent.