Levelling the Fairways: Addressing the golf pro shop bias

Whether you’re gearing up for your game or just browsing, the pro shop is often the first – and last – experience of a golf club. For women, however, that experience is frequently marred by a lack of product options tailored to them. Time and again, I’ve walked into pro shops brimming with stylish men’s gear, only to find the women’s section tucked away in a corner, often with limited sizes and choices.

It’s a common issue with understandable roots. In England, just 14% of golf club members are female, so it’s easy to see why some clubs might restrict their women’s stock. But that scarcity affects women’s experience of a golf club, and, I believe, it has an impact on overall participation. It’s all about being seen, valued and respected.

Whilst I’m not suggesting that stocking more women’s equipment, shoes and clothes is suddenly going to fill your golf club with female members, I do think it’s time we start addressing the issue. In this article, I explore how as an industry we can at least start to make pro shops a bit more enticing and inclusive for women.

Five reasons why it matters

1. First impressions really count: It’s scientifically proven that first experiences have a lasting impact. If a woman’s first interaction with a golf club is through a pro shop that overlooks her needs, she’s less likely to feel welcome – or return.

2. It’s short-sighted: Catering predominantly to men may benefit the golf club now, but it’s unlikely to sustain the club’s future growth. Golf is changing, and sooner or later, inclusivity will no longer be an option – it will be a necessity.

3. A boost for business: Pro shops are missing out on potential revenue by not catering to women. A golf club is far more attractive when it offers an environment that respects and accommodates women’s needs. I’ve avoided my own club’s pro shop before because there’s rarely anything for me. That’s lost business – and lost opportunities to build loyalty.

4. Reinforcing stereotypes: Limited women’s stock perpetuates the stereotype that golf is a men’s sport. Our recent survey showed that many women don’t feel seen or heard at golf clubs. A well-rounded selection of apparel, equipment, and accessories would help bridge that gap, showing women that they’re just as valued as men.

5. Building a loyal customer base: Women are more likely to travel and support pro shops that stock what they need and want. I’ve gone out of my way for a great retailer that understands my preferences – and I’m not alone. Anecdotally, of course, but I know plenty of women who will drive a long way for the clothes and shoes they want!

Solutions that are fairer for everyone

Like I’ve said, I understand why pro shops don’t have an equal split of men's and women’s stock, of course. And I’m not suggesting for a second that they should.

But stocking at least a wider variety of women’s products shows commitment to inclusivity, which goes a long way to attracting more females to the game. Even then, it’s not about filling every rack but making women feel valued by offering options that genuinely cater to them.

Aside from more stock, I do think there are a lot of simple things golf clubs can do to make their shops far more welcoming and inclusive, and that would go a long way in transforming a woman’s experience of the game.

What I think it starts with is understanding that men and women want and expect different things from golf. Pro shops should reflect that.

Here are some actionable steps to make them more inclusive:

• Staff training on gender bias: Awareness of potential unconscious biases can transform how staff interact with customers. Educating staff to welcome everyone equally makes a significant difference, even when the women’s section isn’t large.

• Regular feedback: Actively seek feedback from women members to understand their preferences. Incorporating their input into buying decisions will result in a more relevant selection – and people are much more likely to purchase items they’ve helped choose.

• Host pop-up events and demos: Create excitement and attract women golfers by hosting product launches, demo days, or pop-up shops specifically for women. These events mean women can access brands and products that aren’t always stocked in your shop.

• Sample selections and special orders: Stock a sample selection of popular women’s products and offer a simple ordering system for items that aren’t stocked. This approach shows flexibility and ensures women golfers have access to the same level of choice as their male counterparts without the financial risk of holding a large volume of stock.

By committing to inclusivity, pro shops reinforce that golf truly is a game for all. Let’s make every visit to the pro shop – and every experience on the course – one that leaves women feeling welcomed and valued.

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