Running a successful golf shop takes more than just stocking shelves—it’s a juggling act of merchandising, customer experience, and smart retail strategy. For many golf professionals, managing these moving parts can be a constant challenge. That’s where the Certified Retail Management (CRM) Program comes in. Designed to equip industry professionals with practical tools and real-world insights, the program helps anyone in the golf retail space raise their game.
While many participants come from merchandising roles, vendors are finding just as much value. Jeff Pitch, Partner at Tee Commerce, saw the CRM program as a way to better understand the challenges golf shops face and to strengthen the support his company provides. As the first vendor member to complete the program, Jeff now brings a unique perspective on how retail education can create stronger partnerships—and elevate the industry as a whole.
Background and Insights
1. What motivated you to participate in the Certified Retail Management program, and how did it align with your goals for Tee Commerce? Please include a bit of your background and role at Tee Commerce.
As one of the Partners at Tee Commerce, I’m focused on helping golf professionals and merchandisers grow their retail revenue without the hassle of inventory or technology management. My role spans business development, brand partnerships, and building relationships with our club partners.
When I heard about the Certified Retail Management (CRM) program, it felt like a perfect opportunity to sharpen our strategy and better understand the retail side of the golf industry. We’re always looking for ways to add more value to our partners, and this program gave me a structured way to deepen my retail knowledge and apply it directly to the unique needs of golf shops.
2. What were your initial thoughts and expectations going into the program?
Going in, I expected it to be informative, but I wasn’t sure how hands-on or applicable it would be to our business model. Since we operate a bit differently than traditional vendors—handling retail operations on behalf of golf shops—I was curious to see how much of the program would translate. Fortunately, it exceeded expectations. It wasn’t just about theory; it provided actionable insights we could implement right away.
Program Impact
3. What specific tools, strategies, or insights from the CRM program have had the most immediate impact on your business?
One of the most immediate takeaways was the importance of retail planning and performance tracking. The program reinforced how crucial it is to analyze sales data consistently and use it to guide buying decisions, promotions, and merchandising. We’ve already implemented some new dashboards to help our club partners see their performance more clearly, and that’s been a big win.
4. Were there any surprising takeaways or new insights you gained from the program that you hadn’t anticipated?
Absolutely. One thing that stood out was just how much storytelling and branding matter—even in smaller shops. It’s easy to focus on product and logistics, but the program highlighted how important it is to create a compelling, consistent retail experience that tells a story and connects emotionally with the customer. That shifted the way we think about displays, product selection, and even the language we use in marketing.
5. How has the CRM program helped you better understand your customers’ needs and improve overall customer satisfaction?
The CRM program helped us take a more empathetic approach to retail. We’re now more intentional about how we tailor our offerings based on the demographics and preferences of each club’s membership. It also reminded us of the importance of feedback loops—regularly checking in with golf shop staff and their members to ensure we’re constantly improving.
Advice for Future Participants
6. Would you recommend the CRM program to other vendors? If so, what key benefits would you highlight to encourage them to join?
100%—I’d definitely recommend it. The biggest benefits are the practical tools you walk away with and the confidence to apply them in a variety of retail environments. Whether you’re new to the golf industry or a seasoned vendor, the CRM program helps you speak the same language as your club partners and show up as a true collaborator rather than just a supplier.
7. What advice would you give to other vendors considering going through the CRM program?
Be open-minded and willing to adapt what you learn to your specific business. Not everything will apply perfectly, but the concepts are universal. Also, take full advantage of the community and discussion forums—some of the best insights come from hearing how others are tackling similar challenges.
8. Reflecting on your experience, do you feel the Certified Retail Management program was a valuable investment for Tee Commerce? Why?
Without a doubt. The CRM program helped us better align with the needs of our golf shop partners and gave us tools to elevate their retail operations—which is a win-win for everyone involved. It was a smart investment in our growth, and it helped validate that we’re on the right track, while also giving us new ways to improve and innovate.
Conclusion
Jeff’s experience with the CRM program demonstrates just how valuable it can be for those looking to strengthen their impact in the golf retail space. From improved communication with partners to smarter retail strategy, the tools and insights gained have proven to be a smart investment for Tee Commerce. We’re grateful to Jeff for sharing his journey and paving the way for more vendor members to explore the benefits of this program. If you would like to learn more about the CRM program, you can find additional details on the AGM website.
To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.
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