At its best, the modern pro shop is a hub for service, advice, fitting, coaching conversations and member engagement. And, as James Caldwell has shown at Kilmarnock Barassie, it can also be a powerful driver of commercial growth. 

Caldwell, the club’s Head PGA Professional, was named Foremost POS Business of the Year for 2025 after embracing the Foremost POS platform to improve stock control, analyse performance and make more informed decisions across the business.  

The award recognised not only his use of technology, but the way he has combined data with the fundamentals of great retail: knowing customers, asking the right questions and creating an environment people want to spend time in. 

Whether welcoming a first-time visitor, helping a long-standing member browse branded apparel, or turning an enquiry about a driver into a custom fitting, Caldwell believes growth starts with relationships. Data may guide buying decisions and highlight opportunities, but the customer experience remains the foundation on which everything else is built. 

Here, Caldwell shares practical insight for fellow PGA Members on maximising profit through better customer engagement, smarter merchandising, regular communication and the effective use of sales information.  

His message is clear: when professional expertise is matched with a personal service and a clear understanding of the numbers, the pro shop becomes far more than a retail space. 

The welcome wins loyalty 

At Barassie, it's all about making people feel welcome from the moment they walk through the door. If it's one of our members, I'll already know them, but if it's a visitor, it's about starting a conversation. A simple "Good morning, where have you travelled from?" helps break the ice and begins building a relationship. 

If people feel comfortable straight away, they're much more likely to ask questions if they need help. That initial interaction is really important because if you miss that opportunity, there's every chance they'll just browse for a minute and leave. It's something that can easily get overlooked when people are busy, but I think it makes a huge difference. 

Turning browsing into buying 

Every interaction is about building relationships rather than simply completing a sale. Whether someone is a long-standing member or visiting the club for the first time, we try to understand why they've come in and what they're looking for before talking about products. The best way to do this for us, is asking open questions, rather than anything that could be responded to with a simple ‘no’. 

Open questions should naturally lead to other opportunities, whether that's recommending the right equipment, booking a custom fitting or discussing coaching. The shop environment plays an important part too. We try to keep it clean, well-organised and easy to browse, so customers feel comfortable spending time looking around rather than feeling overwhelmed. 

Create a shop golfers want to spend time in 

We've tried to create a space where members genuinely want to spend time, rather than somewhere they simply pop in to buy something before heading out onto the course.  

I am always trying to maximise the time I get to spend with customers. Services such as Foremost POS and Central Payment saves me so much time on admin, providing more opportunity to be on the shop floor speaking to members, helping customers and building those relationships, rather than being stuck behind a computer. 

Small changes, big commercial gains 

One of the biggest changes we've made is adding a seating area where members can relax, have a coffee and chat before or after their round. We've definitely noticed it encouraging people to stay longer, but I'd still say the biggest factor is customer interaction. If people enjoy being in the shop and feel comfortable talking to you, the retail side tends to look after itself. 

We've also found that making better use of sales data has helped us make smarter retail decisions. Rather than relying on instinct, we can see what's performing well and make informed decisions about stock, displays and future buying, while still focusing on giving customers the best possible experience. 

Make every golfer feel like a regular 

Our members are at the heart of the business, so naturally you build long-term relationships and get to know their game, what they're working on and the sort of equipment that suits them. 

At the same time, every visitor deserves exactly the same welcome. You never know who's walking through the door, and if someone has a great experience during their visit, they're much more likely to come back or recommend us to others. That's why we try to make every interaction feel personal, regardless of whether it's someone's first visit or they've been a member for years.  

Let the numbers lead the buying 

At Barassie, it's about letting the data guide those decisions. Every PGA Professional will have brands they like personally, but ultimately you have to stock what your customers want to buy. 

The reporting within Foremost POS makes that much easier. Looking at sub-category and brand reports allows us to see which brands are performing well, their share of the business, turnover and gross margins. That gives us the confidence to make buying decisions based on what's actually happening in the shop, rather than relying on instinct.  

Data, dialogue and better decisions 

Sales history plays a big part in how we plan ahead, particularly when it comes to pre-booking stock. Looking back at what we've sold over the previous year helps shape our budgets and gives us confidence when placing orders with suppliers. 

Rather than guessing, we can break reports down by product category and brand to see what's performing best, then invest accordingly. It also helps us maximise the benefits available through supplier line discounts, so the data supports both our buying decisions and the commercial side of the business. It’s also very valuable to have business analysis meetings with my Foremost Business Development Consultant, James, who provides expert advice on how to use my sales data to drive business forward. 

Customer conversations are just as valuable. Speaking to members regularly gives us a good understanding of what they're looking for and combining that with reliable sales data helps us make better-informed decisions.  

Where the biggest growth lies

It depends on the type of business you're running. For us, branded apparel has been a real area of growth because we have strong visitor numbers and our logo has become something people actively want to wear. We've moved towards a more lifestyle-focused logo, and that's helped create products that customers are just as happy wearing away from the golf course as they are on it. 

For clubs where branded clothing isn't such a big opportunity, I'd say custom fitting offers significant potential. It's an area where PGA Professionals can really demonstrate their expertise while giving golfers a level of service they simply can't get elsewhere. 

Make products impossible to ignore 

Customers often decide what catches their eye before you've even spoken to them. One of the biggest things for me is keeping displays clean and uncluttered. If there's too much going on, nothing really stands out. 

We try to make products easy to browse and give them space, whether that's clothing, accessories or equipment. Using mannequins and display stands also helps customers picture themselves using or wearing the products, rather than simply seeing them on a shelf. It's about creating a premium feel that's easy to navigate. 

Refresh, relocate, repeat 

There's no set rule, but for us it's usually every four weeks, depending on how the display is performing and how busy the shop is. 

One example that really stood out was a display we originally positioned at the back of the shop. We thought it looked fantastic, but when we looked at the sales, it wasn't performing particularly well. We moved the same display to the front of the shop and sales tripled within the first week. 

Sometimes it's not about changing the products at all. Simply moving a dis

Sell the story, not just the stock 

We've found customers really engage with products when there's a story behind them. 

One example is our Railway Collection, which was inspired by the two railway lines that run alongside the golf club. We created a display around the collection with information explaining where the logo came from, alongside the clothing and accessories themselves. It gave customers something to connect with and often became a natural conversation starter. 

That's where customer interaction comes back into it. If you're speaking to people as they come into the shop, you have the opportunity to explain the story behind the products. That extra context can make a real difference and helps create a stronger connection with what you're selling. 

We also shared the collection through our member newsletter, helping build interest before customers even walked into the shop. 

Your service advantage that online can’t match 

It all comes back to customer service. Spending time with customers gives you the opportunity to explain why you're recommending certain products, understand what they're looking to achieve and build a relationship that goes beyond a single purchase. 

Custom fitting is a big part of that too. It's an opportunity to offer something that's tailored to the individual, backed up by your expertise and experience. Then there's the after-sales support. If a customer has an issue or needs an adjustment, we're here to help. That's something online retailers simply can't offer in the same way. 

Where coaching meets commerce 

What role do custom fitting, product knowledge and coaching conversations play in increasing retail sales? 

They're all closely linked. A customer might come in asking about a new driver, but once you start talking about their game, the conversation often develops into a custom fitting or even a coaching session. 

It's never about pushing a sale. It's about understanding what the golfer is trying to achieve and helping them find the right solution. We've also seen how added-value initiatives, such as equipment promotions that include a complimentary lesson, can encourage golfers to come into the shop and experience that level of personalised service. 

From quick enquiry to lasting relationship 

What are your best examples of turning a simple retail enquiry into a deeper customer relationship? 

It happens quite regularly, particularly with new members or visitors to the club. 

Someone might come in looking for a new driver, but by taking the time to talk about their game, we can often recommend a custom fitting instead. That gives us the chance to demonstrate our expertise while helping them find the right equipment for their game. 

From there, the relationship continues to grow. Once customers know you're focused on helping them improve rather than simply making a sale, they're much more likely to come back for advice, coaching or future equipment purchases. That's where those long-term relationships really begin.  

Keep the conversation going 

Regular communication is really important, but it has to feel relevant to our members. We send a weekly newsletter with support from Foremost's Elite Marketing Programme, but rather than simply promoting the latest products, we try to include content that's specific to the club and what our members are interested in. 

Social media plays a part too. I'd probably like to post more than I do, but even simple Instagram Stories showing new arrivals, fitting days or what's happening around the club help keep the shop front of mind between visits.  

One piece of advice: The simplest route to retail growth 

For me, it all comes back to relationships. The more time you spend getting to know your members and visitors, the more they'll trust your advice and feel comfortable coming back to you. 

Alongside that, don't overlook the value of your sales data. Understanding what your customers are buying helps you make better decisions about stock, displays and future purchases. When you combine that information with strong customer relationships, you're in a much better position to grow the business while continuing to give golfers the best possible experience.