Unlocking Hidden Revenue Streams: Meet AGM Retail Conference Speaker Colleen Carswell

Written by Justine Gray

Join us at the 2025 AGM Retail Conference on Tuesday, January 21, 2025, as we welcome Colleen Carswell, a renowned expert in the hospitality and customer service industries, for a captivating session titled “Creative Collaborations: Thinking Outside the Shop.” This isn’t just another seminar; it’s your chance to explore new avenues for revenue and enhance the overall member and guest experience at your club.

Colleen will challenge conventional retail thinking, guiding attendees to identify and leverage untapped partnerships beyond the four walls of the golf shop. Discover how to create cross-departmental programs that not only boost retail sales but also strengthen member engagement and loyalty. Expect to gain actionable insights that you can immediately implement to drive sustainable growth and improve your bottom line.

With 17 years of experience across a diverse range of settings including private clubs, golf resorts and conference centers, Colleen brings a wealth of knowledge and expertise to the table. As the CEO and founder of Structured to Scale, she is a sought-after speaker and consultant known for her innovative and results-driven approach to club management.

We had the opportunity to speak with Colleen to learn more about her unique perspective and the driving force behind her innovative approach. Here’s what she shared:

AGM: For retailers who might be new to cross-departmental programs, what first steps would you recommend to initiate partnerships that align with their retail strategy? 

CC: Start by taking inventory of your facility’s touchpoints. Look at your events calendar, F&B promotions, and membership activities. Identify where members and guests are already engaging with your facility, then consider how your merchandise could enhance these experiences. Begin with one department and one simple program – perhaps including shop items in new member welcome packages or adding retail options to event contracts. Success with small initiatives builds trust and momentum for larger partnerships.

AGM: Building partnerships within a facility can sometimes face resistance. How do you overcome silos and encourage collaboration among teams? 

CC: Success comes from making it easy and rewarding for other departments to participate. Create clear systems for communication, establish simple processes for orders and tracking, and develop incentive structures that benefit everyone involved. The key is showing each department how retail integration can enhance their own goals – whether that’s increasing event bookings, improving member satisfaction, or driving F&B revenue. When departments see retail as a value-add rather than a competing priority, collaboration becomes natural.

AGM: For those attending your session, what mindset shift do you hope they’ll leave with that will transform how they approach their retail strategies? 

CC: I want attendees to stop thinking of their shop as a physical space limited by four walls and start seeing it as a facility-wide opportunity. Every member interaction, every event, every dining experience is a potential retail touchpoint. When you shift from ‘how do we get more people into the shop’ to ‘how do we bring the shop to where people already are,’ you unlock tremendous growth potential. It’s about creating a retail presence that enhances the overall facility experience rather than competing for attention.

Colleen’s strategies focus on optimizing operations, maximizing profitability, and creating a thriving club environment – invaluable insights for today’s modern retailers. Secure your spot today to join us for Colleen’s seminar and our day of outstanding retail education at the 2025 AGM Retail Conference – tickets are available here!

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