Case Study: Sankaty Head Golf Club’s Online Shop with Tee Commerce

Background

Sankaty Head Golf Club, located on Nantucket and known for its historic links and iconic lighthouse logo, is one of America’s most storied private golf clubs. With a discerning membership and a strong tradition, the club wanted to modernize its merchandise program while preserving its unique brand and member experience.

The Challenge

  • Limited In-Shop Selection: The physical shop could only carry a limited assortment of brands, styles, and sizes due to space and inventory constraints.

  • Member Demand for Variety: Members and their families wanted access to a broader range of club-branded products, including premium brands not available in the shop.

  • Operational Efficiency: Club staff needed a solution that wouldn’t add to their workload or require risky inventory investments.

  • Brand Interest Beyond Membership: The club’s iconic logo and reputation generated interest from non-members—alumni, island visitors, and golf fans—who wanted to purchase Sankaty Head merchandise but had no way to do so.

The Solution: Partnering With Tee Commerce

Sankaty Head partnered with Tee Commerce to launch a fully branded online shop, providing:

  • Access to a Vast Brand Library: Members could order club-branded merchandise from a much wider assortment of premium brands than what was available in the physical shop.

  • No Inventory Risk: Products were fulfilled on-demand, eliminating the need for the club to purchase or hold inventory.

  • Seamless Member Experience: The online shop was intuitive, professional, and easy for members and their families to use.

  • Operational Simplicity: Tee Commerce handled all fulfillment, customer service, and technical setup, freeing club staff to focus on other priorities.

  • Open to Non-Members: For the first time, non-members—such as former members, island visitors, and golf enthusiasts—could purchase authentic Sankaty Head merchandise featuring the club’s iconic logo, expanding the club’s reach and brand presence beyond the membership.

Results & Impact

“One of the best decisions I’ve ever made in this business was selecting Tee Commerce for our online shop here at Sankaty Head. With such a rich history and iconic logo, I wanted to bring something new and exciting to the club. Tee Commerce was the answer. This gives members a chance to get not only something with our great logo, but from a much bigger assortment of brands than we offer in our Golf Shop. We couldn’t be more excited with the partnership and I look forward to seeing Tee Commerce continue to grow.”
— Sankaty Head Golf Club Professional

Key Outcomes:

  • Expanded Product Selection: Members and non-members now enjoy access to exclusive and premium brands, elevating the club’s merchandise program and satisfaction.

  • Increased Sales: The online shop created an additional revenue stream, with sales growing and engagement from members, their families, and fans beyond the club rising.

  • Zero Inventory Hassle: The club avoided the financial risk and operational burden of carrying extra inventory.

  • Enhanced Engagement: Featured collections and special releases keep members and fans excited and purchasing throughout the year.

  • Broader Brand Reach: The online shop enabled non-members to purchase Sankaty Head’s iconic logo merchandise, strengthening the club’s brand presence both locally and nationally.

  • Positive Feedback: Members and non-members alike rave about the quality and variety of the new gear, and the convenience of shopping online.

Conclusion

Sankaty Head’s partnership with Tee Commerce has been described as a “game-changer” and a “huge asset” to the club’s retail program. By combining the club’s iconic branding with a modern, risk-free e-commerce platform, Sankaty Head has elevated its member experience, increased sales, expanded its brand to non-members, and streamlined operations—all with minimal effort from staff.

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