By ED TRAVIS
Most golfers don’t know who Dick Sullivan is nor his impact on golf retailing, but we all have a debt to this charismatic industry leader who is retiring this summer from his position as executive chairman and CEO of PGA Tour Superstore (PGATSS).
PGATSS is the largest golf-specific retailer in the world with 76 stores in 28 states plus a vigorous online business and continues to grow with 16 more stores scheduled by the end of 2026. Sullivan has been the top man in the company since it was purchased in 2010 by Arthur Blank, cofounder of The Home Depot, when it was a small 10 store operation.
In the 15 years since, PGATSS has had a steady if not phenomenal increase in sales but since it is privately held the exact financial results are not available although they have told me 2024 had record revenues and so far in 2025 market share has continued to expand.
Sullivan began with Blank-owned companies in the 1990s at The Home Depot eventually being the chain’s chief marketing officer. He then moved to the Atlanta Falcon’s after Blank’s 2002 purchase and the business mushroomed, generating the best financial results in the team’s history.
Sullivan’s move from the Falcons was a big reason why PGATSS is one of the largest licensing partners of the PGA TOUR with sales growth of more than 650% and in the process, he became an golf industry leader and spokesman. His selection as chairman of the National Golf Foundation was a recognition of what others at the top of the golf business thought of the smiling, personable, dynamic manager.
Having met Sullivan almost 10 years ago and conducting several interviews my impression was always the same. Great to talk business with and great to explain what retailing especially golf retailing should entail. Sullivan told me a number of years ago as the company growth was talking off, “I want our stores to be high in wow-factor so when a golf consumer walks in the first time their reaction is “WOW!” because of the large amount of floor space, the interactive and brightly lit open layouts and well-stocked shelves.”
Few golf retailers think that way. He also is receptive to innovative thinking as during the Covid shutdowns the company came up with a brilliant idea of how to explain to customers the need for social distancing while retaining a customer-centered instore experience. They called it doing business at “Two Club Lengths.” Easy to understand and easy for employees and customers to implement.
I never came away from spending time with Sullivan without feeling I learned something important about business in general and retailing in particular.
PGATSS Owner and Chairman Arthur Blank offered some high praise. “I cannot be any more thankful for Dick’s tenure as the leader of PGATSS, and as we approach $1 billion in revenue, it is clear our new leader will be inheriting an extraordinarily strong company poised for more exciting growth.”
After 33 years working with Blank and his AMB businesses, in his retirement Sullivan will continue as a member of the AMB board of trustees.
