How Clubs Can Leverage an Online Shop as a Modern Member Amenity (While Preserving In-Shop Member Pricing)

Many private clubs offer special member pricing in their golf shop, giving members exclusive discounts and preferred access to merchandise. When considering an online shop, the key to success is positioning it not as a replacement for the pro shop, but as a distinct member amenity—one that expands brand and product offerings well beyond what’s available on-site.

A Supplement, Not a Substitute

For most clubs, the physical shop remains the cornerstone of the retail experience. Member pricing continues to apply exclusively to in-shop purchases, preserving the value and tradition members expect. The online shop, meanwhile, is positioned as a supplemental benefit—a way for members to access a broader selection of apparel, accessories, and gifts, often from premium brands that are not stocked in the shop due to space, inventory, or vendor restrictions.

What Makes the Online Shop a Valuable Amenity?

  • Expanded Brand Catalog: Members can browse and purchase from a wide array of brands and styles, including special sizes, colors, and custom items that simply aren’t practical to carry in the shop.

  • Convenience: The online shop is open 24/7, allowing members and their families to shop at their leisure, whether they’re at home, traveling, or thinking of a last-minute gift.

  • No Inventory Risk: Clubs can offer this expanded selection without taking on additional inventory or financial risk, as on-demand fulfillment partners like Tee Commerce handle all production and shipping.

  • Clear Program Separation: By making it clear that member pricing and benefits apply only to in-shop purchases, clubs maintain the integrity and value of their traditional retail program while offering something new online.

How Clubs Communicate the Difference

Successful clubs are transparent with their members about how the two programs work together. Communications often highlight that:

  • The physical shop remains the place to enjoy member pricing, hands-on service, and the classic club retail experience.

  • The online shop is an added amenity, offering expanded selection and convenience, but with standard retail pricing and policies.

This approach not only preserves the value of the in-shop member pricing program but also demonstrates the club’s commitment to evolving and meeting modern member expectations.

What Club Professionals Are Saying

“Tee Commerce has been a huge asset to our shop. They are always up for new and creative ideas, and the online shop has been a huge hit with our members and their family and friends! Thank you for helping us provide a time-efficient, awesome service.”
— Coldstream Country Club, OH

“One of the best decisions I’ve ever made in this business was selecting Tee Commerce for our online shop here at Sankaty Head. 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.”
— Sankaty Head Golf Club, MA

Conclusion

For clubs that offer member pricing in the shop, an online shop isn’t about changing the core retail experience—it’s about adding value. By clearly framing the online shop as a new amenity with expanded offerings and maintaining member pricing in the physical shop, clubs can satisfy modern member expectations while keeping tradition and value at the center of their retail strategy.

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