Shay Brennan shares insights behind Belton Park's Pro shop transformation

31/03/2025

When Shay Brennan arrived at Belton Park Golf Club in October 2021 as the new Club Professional, he had no experience in retail or running a Pro Shop. What he found was an empty space—four bare walls and no stock.

"The previous pro did a really good job of selling off all the stock, which is what they should have done," Brennan recalls.

"So I walked into a blank canvas and thought, if I’m going to have a shop, I’m going to make it really, really good."

Within weeks of taking over the shop, Brennan installed a simulator, removed the back office and added a dedicated putter, trolley and shoe room in its place:

“The shop's around seven metres squared. 65% of my business is custom fitting, so the simulator is the most valuable space in the shop - it allows me to coach and fit all year round in any weather conditions. With the office, that space was better used to make money rather than being an admin office because we can deal with the admin on the till.”

He also prioritised his staff’s well-being, ensuring they were equipped with quality apparel to stay comfortable year-round and fostering a supportive work environment. “In three years at the club, I’m super proud that not a single member of staff has lost a single hour, even through horrific winters. My staff are secure, and that’s really important to me.”

A key factor in Brennan’s success has been building a team that shares his vision: "The staff see the shop doing well, and they sell more because they know the shop is stable. The strength of any shop is every team member. I drive standards, but I do it in a way that makes them want to be here—where they can express themselves, have a laugh, and take ownership.”

He applies a psychological framework to his staff training as well: "Humans have three basic psychological needs: competence, autonomy, and relatedness. If my staff are competent, they can work autonomously. If they feel connected—to each other, to the shop, to the customers—they’re motivated and invested. That’s why my shop succeeds even when I’m not there.”

Brennan’s vision was clear from the start: a Pro Shop that felt open, welcoming, and full of energy. “A lot of shops are dark, uninviting, with the door shut. We operate a door-open policy—even if the wind’s howling in. Everyone who walks through that door is essentially greeted with, ‘Welcome to Belton Park, come and spend a fortune.’”

His approach to sales is light-hearted, friendly but effective: "I’ll say, ‘You look like a gentleman who needs to spend some of his hard-earned cash,’ which breaks the ice. ‘How can I help you? Would you like a coffee while you buy three trolleys?’ It’s a joke, but if they have a coffee, they linger, and that’s more time to engage.

"Know your audience. That’s the best advice I ever received. A senior manager once told me, ‘I’ve never seen anybody who knows their audience better than you.’ That stuck with me.”

Brennan’s commitment to service is what sets his shop apart, offering competitive but fair pricing on products. "We price match, but we don’t service match. My service is way above the internet’s," he states. "So when someone buys a trolley, we’ll unbox it for them, we’ll find the codes and register that trolley for you. We will then remove your old trolley from service and dispose of it. We’ll dispose of the boxes. And we’ll even help you demonstrate how it’s used.

"If the trolley that you bought from me does so happen to have a fault during its warranty, I will give you one of my stock trolleys every single day until yours is fixed. You’ll never go without a trolley."

Starting from scratch, Brennan had no past sales data to rely on. “I had to estimate—650 members, 70 ladies, the rest adults and juniors. With some guidance from reps, I made initial orders. Over time, I fine-tuned based on what was selling—colours, sizes, preferences.”

His focus on presentation has been crucial: “The shop layout maximises space and highlights premium products. Bright lights and built-in displays showcase PING and TaylorMade like a megastore. If you hit the right numbers, brands support you.”

Working closely with brands has helped keep his shop fresh: “Our PING reps are phenomenal. They’ll move products around, explaining why certain colours and styles should be at the front. Foremost’s guidance on merchandising and marketing has been invaluable.”

Beyond the shop walls, Brennan is proactive in engagement. “If it’s quiet, I’ll step outside. One summer, I moved a table outside with my laptop and phone. It caught people as they walked past. ‘Guys, the halfway house is shut today, but grab all your drinks from the shop.’”

Even small sales add up: "If we’re open 70 hours a week and sell one extra chocolate bar and drink per hour, at £2.50 each, that’s over £5,000 annually."

Brennan’s upselling strategy is natural and customer-focused. He pays attention to details—if a golfer’s grips are worn, he offers a regripping service. If someone buys premium shoes, he suggests high-quality socks. Bundling is key—if a customer buys a trolley, he asks if they need a matching bag or accessories.

A PGA Learn course reinforced his belief in maximising each customer interaction: “If they’ve made the journey, they’re already mine. The decision to buy is made—now it’s about enhancing their experience.”

Training is critical. “My team knows every product’s features, price, and margins. If something isn’t selling, we adjust. It’s about knowing the numbers, recognising trends, and acting fast.”

Brennan doesn’t discount—he adds value. “If someone buys a full set of clubs, I offer free lessons instead of knocking off the price. It makes them feel like they’re getting more while building long-term loyalty.”

Custom fittings are another key area: “I can tell a lot about a person as soon as they walk in—their watch, shoes, haircut—it all helps me guide them to the right product without pushing. If someone comes in for a custom fitting, they’re ready to buy. My job is to give them the best service so they leave confident in their purchase.”

Charging for fittings also reinforces quality: “They’re using a premium launch monitor, hitting top-of-the-range balls on a premium mat into a premium screen. The session is free if they spend over a certain amount, but otherwise, my expertise and setup come at a price.”

Brennan ensures the club sees the shop’s value: "I send a monthly report showing new customers, society bookings, and revenue generated. I make sure they know I’m their biggest customer. That’s crucial for our industry.”

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