09-05-2025
- Business
- The Herald Scotland
American Golf drives forward with increasing diversity
The sport's post-Covid boom encouraged American Golf to overstretch its resources, with the business recording a loss in 2023. A subsequent restructuring has left the UK's largest golf retailer "well-placed" for growth according to chief executive Nigel Oddy, who was brought in by Endless in April 2023.
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Operations in Scotland are led by Paul Liddle, who began his career as an assistant golf pro in Doncaster before moving to Direct Golf and then on to American Golf in 2006, where he managed four stores in Yorkshire. Following a hiatus when he went to work for a clothing retailer, he returned to American Golf in 2017 and is now north regional manager.
Mr Liddle says rising interest in the game is leading to increased diversity among American Golf's customers. The drive to expand the chain's mid-tier product range is also paying dividends.
What's the size and shape of the business today?
We've got over 80 stores across the UK and Ireland and a team of more than 1,000 passionate people. Our digital presence also lets us serve golfers right across Europe.
Achieving a £135 million turnover in 2023/24, we're proud to be helping fuel the sport's growth - offering the gear, guidance and expertise players of all levels need to elevate their game.
Where was the first store, and when did American Golf make its way into Scotland?
American Golf's very first store opened its doors in 1978 on Manchester Road in Woolston, Warrington - right where the journey began. It laid the foundation for what would become the country's leading golf retailer.
The first American Golf store in Scotland opened in Glasgow in the 1990s, and we've since expanded to multiple locations, including Edinburgh, Aberdeen, and Dundee.
What more can you tell us about the Scottish operation?
We currently have nine stores across Scotland, employing a dedicated team of 75 colleagues. In 2024, we served over 111,000 customers in Scotland - highlighting the strong and growing demand for golf products and expert advice across the country.
(Image: American Golf) Nigel Oddy has talked about returning American Golf to its historical principle of "selling value, not discount" - how has this affected operations?
We've been on a real journey over the past few years - snapping up brands like Benross, Stromberg and Rife has enabled us to really level up what we can offer in store.
The impact on the in-store experience has been huge. We've got exclusive lines, sharper prices and our custom fit service is better than ever - it's all about making sure golfers walk out with kit that actually suits their swing.
What percentage of your sales are generated online?
Our sales are split roughly 70/30 in favour of stores versus online but we're a truly omni-channel business with all of our offerings being available to both in-store and online customers.
Due to the diversity of our portfolio - spanning retail park, A-road, driving range and on-course locations - our store formats aren't fully uniform. However, our aim is to deliver the same high standards and core principles across every site, and we're proud to have some outstanding stores in Scotland.
(Image: American Golf) Would an American Golf in Scotland look like one anywhere else?
I wouldn't say there are unique patterns that are specific to Scotland, but our mantra of being the one-stop shop for everything that a golfer needs definitely resonates up here as participation levels are excellent and our customer base is diverse.
What trends are you noticing right now in the golf retail market in Scotland?
The increased participation and diversity of clientele is definitely noticeable. We've always had a knowledgeable customer base in Scotland and a lot of passionate golfers, but we're seeing more and more people taking the game up casually from all walks of life.
Making the game accessible to all while maintaining the expertise and service levels that our more experienced golfers expect is our aim, and we have some exciting new initiatives on the way to achieve this.
