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American Golf has revealed its LFL sales were up 1.8% during the six months from February-August 2024 despite wet weather likely deterring demand.
The golf retailer said the performance comes amid “standout results for newly refurbished stores” which helped lead to an increase in market share of 1.4% LFL.
The sales increase is attributed to equipment, clubs and footwear and despite wet weather conditions across the UK causing the average number of rounds played per course to drop by 8%, with the Midlands and North of England suffering the most (-12% less rounds and -13% less rounds respectively).
In the face of these challenges, American Golf has continued to invest in its national store footprint. So far in 2024, several key stores in American Golf’s 80+ portfolio have seen investment, through improved signage, top to bottom refurbishments and continued focus on customer experience and service.
American Golf said its Thurrock store, which has benefited from an extension and significant financial investment, has already reported a LFL sales boost of 35%. As part of the refit, the store now boasts an additional custom fitting bay, more brands, and an animated putting green. Similarly, the recently relocated Norwich store, which was upgraded with additional custom fitting facilities, has seen a LFL sales uplift of 65% following the reopening.
Nigel Oddy, CEO, American Golf said: “We are pleased with our performance despite the delayed start to the golf season, caused by the unusually wet weather. Although a slow start to the financial year, we have seen strong results in recent months, and I am confident we will continue this growth for the remainder of the year.
“I am particularly proud of the progress we’ve achieved in developing our retail stores and customer experience – this remains our biggest priority throughout 2024 and beyond. Investing in new technology, bespoke services and maintaining our high standards of customer service will maintain the Brand’s fantastic position for the rest of the year.”
