Introducing the Inaugural AGM Merchandiser of the Year Honorees

Tracey Stearns, Director of Retail at the iconic Congressional Country Club, receives the highest honor for her extraordinary commitment to mentoring future golf retailers and elevating shop operations to a luxury boutique standard. She curates experiences that reflect the club’s century-old prestige and has created professional development programs that are now models for growth in the industry. Her “Retail Internship Program” and “Retail Development” sessions empower young talent to lead with confidence and purpose.

“Golf retail is not just my profession—it’s my passion,” said Stearns. “Every interaction, from the buying table to the shop floor, is an opportunity to create a lasting memory for our members and guests.”

Wendy Cash, Retail Manager at The Country Club of Virginia, is recognized for transforming staff development into a joyful and deeply engaging part of daily operations. A Certified Retail Manager (CRM) graduate, she infuses creativity and resilience into training through R.A.P. (Review, Analyze, Plan) sessions and team-building tools such as “Retail Jeopardy” and “Winning on a Losing Pitch.” Her leadership style builds confidence, unity, and pride throughout her operation and demonstrates the powerful impact of education-driven culture.

Her mentorship-driven culture has made CCV a standout example of engagement-powered success.

Steve Risler, Senior Manager of Golf Retail, leads with a prestige-first retail philosophy that reflects the world-renowned destination he represents. His strategic approach to curation, limited-edition product capsules, and strong vendor collaboration positions Whistling Straits as a global benchmark for elevated golf retail. He leads with empowerment and purpose to ensure that every guest leaves with more than a souvenir. His goal is a meaningful story and a memory that will last.

Kathryn Alter, Golf Shop Manager and Buyer, brings private club polish to the public golf experience. Her dynamic initiatives, including themed in-shop events such as “Viva Las Vegas,” staff-led education programs, and creative community engagement, have elevated Arrowood’s identity and guest experience. She nurtures a culture grounded in accountability, heart, and fun. Her leadership demonstrates how innovation and passion can redefine standards for public golf retail.