American Golf has seen sales and market share increase, despite wet weather affecting play.

The retailer reported a 1.8% uptick in like-for-like sales for the six months to August 2024 and an increase in market share of 1.4% 

The positive performance comes despite wet weather conditions across the UK causing the average number of rounds played per course to drop by 8%. 

American Golf has maintained a commitment to enhancing its UK retail presence, with more than 80 stores nationwide benefiting from ongoing improvements. The company has focused on upgrading select locations through comprehensive renovations, enhanced branding and a focus on elevating the customer journey.

One key example is the golf retailer’s Thurrock outlet, which has undergone major expansion and received substantial financial backing.

American Golf said this investment has yielded good results, with the store experiencing a 35% increase in comparable sales. Likewise, the Norwich branch, following its relocation, has witnessed a 65% surge in like-for-like sales since welcoming customers to its new premises.

An additional focus on customer experience, engagement and loyalty has driven year-on-year increases in customer frequency, up 2%, and average spend, up 7%.

The company has also invested in its portfolio of exclusive brands such as Benross, Stromberg, Greg Norman, Fazer and Rife and new partnerships, including a concession with the UK’s largest outdoor retailer Go Outdoors, opening a 3,000 square foot space in Gloucester in August.

American Golf CEO Nigel Oddy said: “Although a slow start to the financial year, we have seen strong results in recent months and I am confident we will continue this growth for the remainder of the year.”

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