Its multichannel marketing success strategies are revealed.

By Reported Donna Loyle

Catalog: The company mails 27 catalog editions annually, including a 236-page annual clubmaking book with Canadian and European editions, 11 accessories books for golf enthusiasts, five catalogs selling golf components, eight Clubmaker magalogs and its newest baby, Drive, a women’s golf catalog.

The latter mailed its first edition, a 36-pager in July. The company also signed a one-year sponsorship agreement with Natalie Gulbis, an LPGA Tour professional who was featured in the first Drive catalog. Industry statistics show that 10 percent of avid golfers are women, but Jim Thompson, Golfsmith’s president, says that even that small percentage represents an “underserved market with vast potential.”