By ED TRAVIS
Golf retail has been thought by some to be lacking in interest or even unexciting but this week’s announcement of a deal between the largest golf-specific retailer PGA Tour Superstores (PGATSS) and a relative newcomer to the equipment business PXG has drawn industry-wide attention.
In an announcement today by the two companies PXG clubs, balls, and accessories will be sold at PGATSS Florida stores, including the soon to open St. Petersburg location, as well as the retailer’s website. It is expected by year’s end all locations will have a PXG inventory.
In the past few years as technology of design and manufacture along with new, at times, exotic materials have revolutionized club performance. The mantra, especially at PGATSS has been custom club fitting is the true road to giving golfers the equipment that will help them play their best.
The plan going forward is PXG’s latest clubs will be custom fit by PGATSS’s expert fitting services and then built-by-hand by PXG techs to the player’s unique specifications.
As has been the case for decades, playing better leads to playing more and having more fun at this frustrating pastime.
Troy Rice, CEO of PGATSS, in a January interview told me the “key to growth is always the same, building customer relationships.” In the world of club retailing that means top drawer service with custom fittings and personalized lessons readily available at all 81 locations.
Five more locations are planned for 2026 including, St. Petersburg, Baltimore, Ocean Township, NJ, Northbrook (Chicago) and East Brunswick, NJ.
GoDaddy founded Bob Parsons started PXG (Parsons Xtreme Golf) in 2014 as an ultra-high end clubmaker that set the industry on its ear with sets selling for more than $5,000 requiring every purchaser to be custom fit. In recent years club lines have been expanded with current pricing closer to industry norms while retaining the emphasis on fitting as an integral part of the sale.
