Darren Everett: Striking a New Balance

Darren Everett was Head Professional for two years at Exeter Golf and Country Club, before taking on the role of Director of Golf seven years ago.  

 

When we interviewed Darren for PGA Monthly in 2020, the pro shop business had seen a reduction in turnover for apparel. As a result, his retail tactics were centred around driving sales, reviewing team targets and streamlining pre-orders.  Fast forward to today and the landscape has shifted. With a sharper focus on hardware, Darren’s navigating the delicate balancing act of profitability, member needs and supplier relationships.

Here, we catch up with him again to find out how he’s adapting to the changing rhythms of golf retail.

 

What has prompted your focus on hardware in the pro shop?

When I spoke to you five years ago, apparel sales had fallen behind and I wanted to see if we could change that

For many people, the price of a golf shirt is high.  The quality of clothing has also improved which means golfers will hold onto items for longer. Members tell us they’ve hardly worn the shirts they purchased last year and I think prices do put them off buying new clothing.  Margins on clothing are tight so we are limited with what we can do to attract more sales.

Ultimately, it comes down to numbers and I have to do what’s right for the business.  Our golfers are keen on the technical side of the game so we want to match that by offering a wide selection of hardware and an expert custom fit experience.

Cash margins are better for hardware than apparel. Combine that with the needs of our golfers, and passion across the pro shop team for the technical aspects of hardware, and it makes sense to focus on this category.

 

How do you approach pre-orders now compared to five years ago?

When it comes to making buying decisions, it’s a mix of experience and using reports.  We can’t control what’s happening in the economy but we can look at what we sold in previous years. My Xpos reports help me do that.

From a stockholding point of view, we’re carrying less units but the stock value is the same.  This year we’ll tighten things up by reducing our units. At the same time, I need to be aware of what replenishments are out there so we can bring stock in half way through the season.  It’s a balancing act.

Five years ago, I would have expected three to four drops during the season, but now, it’s more likely to be two.

 

Has your relationship with brands changed over the years?

We’ll always use our sales reports as the basis for meetings with suppliers, and we’ll talk about what we sold through last year.  If we had to sell off product in the sales, then we know things need to change. Do we streamline stock? Buy fewer mid layers?  The key is the Xpos reports.

 

 What would you say to someone taking over a pro shop for the first time?

Try to get hold of sales information from the previous Professional.  Don’t invest too much too soon – go slowly with a sensible stock holding for the first 12 months, while you assess members’ needs and buying trends.  Engage with golfers and find out what they want to buy.

 

In Xpos, use the Brand Statistics report for an overview of what you’ve sold and margins achieved.  The Stock Turn report will also tell you how quickly stock is moving through by brand. Select a date range for the last 12 months.  Email us for advice hello@xpos.co.uk.