GBN University Podcast
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GBN University Podcast
Driving Revenue in the Golf Shop with Charles Beurmann | Episode 1205
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Taylor Ramiz interviews Charles Beurmann, Director of Golf at the Cullasaja Club, about his career path through private clubs and his focus on merchandising. Beurmann describes how club retail has evolved toward dedicated merchandisers as shopping habits changed, and emphasizes relationship-based selling and knowing member demographics, tastes, and sizes. He shares tactics including member surveys and ongoing feedback, buying mostly proven sellers with limited risk, training staff through wearing and learning product, and using employees as “mannequins.” He outlines visual merchandising tips (themes, props, crisp folding, hiding tags), rotating displays by shop zones every 1–2 weeks, reacting quickly to slow movers, leveraging tournaments/tee gifts and member-only items to introduce brands, and managing seasonal inventory and deliveries.
Show Notes:
00:00 Welcome and Guest Intro
00:26 Career Journey in Golf
02:39 Why Merchandising Matters
03:59 Rise of the Merchandiser Role
08:55 Mentors and Buying Lessons
10:56 Shop Differences by Market
12:44 Selling Through Inventory
14:59 Member Feedback and Surveys
21:43 Staff as Walking Mannequins
24:49 Training the Retail Team
30:15 Visual Merchandising Displays
33:07 Seasonal Theme Displays
34:08 Sell the Why
35:30 Staff Engagement Tips
37:30 Rotate Zones Weekly
41:47 Fix Slow Sellers Fast
43:17 Events and Tee Gifts
49:14 Member Only Promotions
52:32 Seasonal Closeout Plan
55:23 Know Your Buyers
59:18 Stock Fill Repeat
01:00:32 Final Advice and Wrap
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