Thinking Outside the Pro Shop: New Approaches to Club Retail with Colleen Carswell at the AGM Retail Conference – Justine Gray

Don't Miss This! Join us at the 2025 AGM Retail Conference on Tuesday, January 21, 2025 and prepare to be inspired by Colleen Carswell, a leading expert in club operations. In her dynamic session, " Creative Collaborations: Thinking Outside the Shop," Colleen will reveal the secrets to:

• Unleashing new revenue streams: Discover untapped opportunities to boost retail sales and enhance your club's profitability.

• Creating unforgettable member experiences: Learn how to build stronger member relationships and foster loyalty through innovative retail strategies.

• Building a high-performing team: Gain insights into creating a culture of excellence that empowers your team to deliver exceptional service.

• Implementing actionable strategies: Walk away with practical tools and techniques you can immediately apply to elevate your club's retail success.

With 17 years of experience across a diverse range of club settings, 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 sat down with Colleen to learn more about her methodology and what to expect from her session at the Retail Conference:

AGM: What are some common untapped partnership opportunities in golf facilities that retailers often overlook? CC: One of the most overlooked opportunities is the events department, particularly wedding programs. From groomsmen gifts to welcome bags to favors, there are numerous ways to integrate retail into the event experience. Another often-missed opportunity is F&B collaboration - think beyond the traditional 'shop and sip' events to menu displays, check presenters, and seasonal promotions. Even simple additions like including shop credits in holiday promotions or member referral programs can drive significant traffic.

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.

This is your chance to gain a competitive edge and take your club to new heights. Don't miss this opportunity to learn from the best and unlock the full potential of your club's retail operations. Register now for the 2025 AGM Retail Conference and secure your spot!