In a move that’s equal parts strategic and obvious, PXG clubs are heading to the country’s biggest golf retailer.
PXG and PGA TOUR Superstore have announced a retail partnership that will bring PXG clubs, bags, balls and hats to select PGATSS locations starting today, with a full nationwide rollout expected by the end of the year.
If your first reaction is “huh, that’s new,” you’re not wrong. If your second reaction is, “Wait, doesn’t everyone sell their clubs at PGA TOUR Superstore?”, you’re also not wrong.
PXG’s retail distribution history has been, let’s call it, fluid. The company has worked with major custom fitting chains, then pulled back, then dipped a toe back in, then pulled back again. There was never an obvious long-term strategy so much as there was a vibe. PXG did things when it felt like doing them and stopped when it didn’t. That’s not necessarily a criticism. It’s just how the brand operated under founder Bob Parsons, who has never been accused of running things by committee.
With that, there’s been a shift in PXG’s day-to-day leadership, and this partnership feels like it may reflect that. It’s a more deliberate, more conventional move than we’ve typically seen from the brand. Whether that’s a good thing depends on how you feel about conventional but from a pure business standpoint, it’s hard to argue with the logic.
The logic being: if you want to sell more golf clubs, sell them where golfers are already shopping for golf clubs.
Fish where the fish are. It’s not exactly a groundbreaking strategy, but it doesn’t need to be.
What makes this partnership work on paper is that both brands lean heavily on custom fitting. PXG has always emphasized the fitted experience over off-the-rack sales. It’s the reason they built their own brick-and-mortar stores in the first place. PGA TOUR Superstore, meanwhile, has invested significantly in its fitting infrastructure and would much rather sell you a custom-fitted club than something off the shelf. Fitted clubs from this partnership will still be built by hand to each player’s specs, which is how PXG has always done it.
So, even if both brands are more than content to sell you whatever you want from their online storefronts, on the fitting front, the alignment makes sense. And for golfers who’ve been curious about PXG but didn’t want to seek out a standalone PXG store or go through the DTC process, this lowers the barrier considerably. Walk into a PGATSS, hit some balls, get fitted (or don’t), walk out with an order (or don’t). At least you can try PXG clubs while you’re there.
Is this a seismic shift in the golf equipment landscape? No. It’s a brand that wants to grow its market share putting its products in a place where people buy golf equipment. But sometimes the obvious move is the right one.
Have your say
It seems almost odd to ask but have you ever hit a PXG club? Does availability at PGA TOUR Superstore make it more likely that you will?
