How we helped Edgbaston Golf Club

David Fulcher is an Advanced PGA Golf Professional and the Director of Golf at Edgbaston GC in Birmingham where he runs the pro shop and is a busy head coach. We started working with David after he took on the shop in early 2015.

“The training and insight has helped us nearly double our turnover and we’re on track for 50% growth next year.”

David Fulcher, Director of Golf

The Challenge

Like many golf professionals, David had only some retail experience when he took on the running of his shop and was cautious, having been told how challenging it can be to run a retail, and particularly a golf retail, business.

An immediate priority therefore was to quickly build on his existing retail knowledge and skills to maximise his chances of success – “I knew that getting the right training tailored to my needs was going to be critical”

How we responded

David started his retail journey with XPOS already in place so it was a just a short call by him to our support team at Crossover HQ...

From our first training day in 2015, we learnt how to run the shop as a business. It wasn’t just a training session showing us how to use XPOS better, but it was insight in how to get the best out of the information XPOS provides. The insight gave us an understanding as to why certain things happen in a retail environment including tips on how to best manage stock and profit margins specifically in the context of golf retail.

With the help of the training, David was able to identify the business’ key performance indicators using the reports within XPOS.

This allowed him to streamline his business, ensuring stock holding was kept to a minimum.

Within just 9 months it had made a massive difference:

“We can easily see how the shop has improved in terms of turnover and profit since we started using XPOS. We can now identify which manufacturers are not as beneficial for us to work with and which manufacturers are best to help maximise profit whilst minimising risk.”

As a consequence, David was able to maintain a Stock Turn of greater than 6, which meant that whilst his stock holding was minimal, he was able to improve turnover, reduce discounts and improve margins.

He continues to take advantage of regular Business Health Reviews to push his business even further:

“One of the benefits in working with the Crossover Technologies team is that they know what a good golf shop looks like which means they can quickly identify what we need to improve on.”

“The insight Crossover Technologies provides is almost more important than XPOS. It’s not just about the software it’s the ‘nitty gritty’, the knowledge and insight that all helps to enhance my retail knowledge and help me take action to build a better business.”

David Fulcher, Director of Golf