Olympic Gold in the Golf Shop: What Alysa Liu’s Journey Teaches Us About Retail Growth

Written by Katelyn Madsen

What a wonderful journey it was watching the 2026 Winter Olympics in Milan–Cortina. From breathtaking victories to devastating lows, the Games kept the world waiting to see what would happen next. As a U.S. resident, I was rooting for Team USA and was thrilled to see us take second-highest overall medal count (though a huge congrats to Norway!).

Through it all, one story really stood out to me: Alysa Liu. By winning gold in women’s figure skating, Liu became the first American woman to do so since 2002. But how she got to that point is what should truly inspire us.

Liu was a figure skating prodigy, becoming the youngest U.S. national champion at 13. However, she famously stepped away from competitive skating at 16, citing the crushing pressures of elite competitive sports wore her down. For many, that could have been the end of the story. Instead, she chose to return–not out of obligation, but with a renewed passion and belief that there was still more she could accomplish.

That decision, made quietly and without guarantees, reflects a truth that applies far beyond the ice rink. Excellence is not defined by early success, but by the courage to continue growing and have fun. When we find joy in the journey and maintain the willingness to grow, new levels of success remain within reach.

Bringing the Gold Home to Your Shop

How does a figure skater’s comeback apply to a golf merchandiser? In retail, we often feel the same “performance pressure” to have the perfect floor plan or the highest margins right out of the gate.

Take heart if you find yourself facing these common hurdles:

The “Slow-Moving” Season: Maybe you invested heavily in a private label line that isn’t moving as fast as you hoped. Like a skater falling on a triple axel, it feels public and frustrating.
The Burnout Phase: Perhaps the grind of tournament season has left your shop (and your energy) feeling a bit stagnant. You’ve lost that “joy” in the display.
The Rebrand Struggle: You know your shop needs a fresh identity to attract a younger demographic, but the fear of “stepping away” from the old ways is holding you back.

The “Free Skate” Mindset

Much like in the Olympics, success in golf retail is not linear. If your current strategy feels like it is wearing you down, remember that you have the power to step back, reassess, and return with a new perspective.

Maybe that means clearing out the safe inventory to make room for a bold new brand that reflects your true vision. Or perhaps it is finally investing in technology that simplifies your back-of-house, giving you the freedom to spend more time connecting with your members.

Just as importantly, it may mean reconnecting with the joy of the work itself.

Olympic athletes do not reach their highest level by focusing only on pressure and results. They get there because they love the sport. The same is true in retail. If you are not feeling energized, it is worth asking how you can bring more enjoyment back into your environment. That could mean hosting a creative shop event, trying a new merchandising approach, collaborating with a vendor in a more hands-on way, or simply allowing yourself the space to think creatively again.

When work feels meaningful and engaging, performance follows naturally.

Excellence is a journey of continuous growth. Whether you are standing on a podium in Milan or behind the counter of a golf shop, the goal is the same: to show up with purpose, curiosity, and the freedom to enjoy the work in front of you.