Merchant Spotlight: All Kids Golf Clubs

Q: Why did you decide to launch a golf store targeting children's equipment?

Rick Fletcher: When our three boys were 7, 9 and 11 years old (they're 20, 22 and 24 now), we went looking for golf clubs for them. We thought it would be a great family activity so we were anxious to get them clubs that would work well. We went to the local sporting goods store and the only clubs we could find were targeted for certain age ranges. Knowing that clubs are fit according to height (and more accurately to arm length) we were surprised to find junior clubs classified by age range only. As you know there can be a wide range of heights between kids of the same age, we looked into building the right size clubs for our kids. It was pretty simple to locate a component supplier and a recommended club size by height chart, and the rest is history!

Q: Why is affordable golf equipment so hard to find for children?

Rick: Well, affordable children's clubs are pretty easy to come by, it's the combination of affordable and high quality, properly fitting clubs that are rare.

Q: How do your products fulfill this market?

Rick: We carefully choose the products which combine quality with affordability. Several of the sets we offer are top picks by Golf Digest and sell for less than the major manufacturer's junior clubs.

Q: What are some basic tips and products needed for getting children started with golf?

Rick: Some basic tips for getting children interested in golf are: (1) Start them off with a basic set of properly fitted clubs so their experience is the best it can be. If the clubs are too long or too short, they won't hit many good shots and get frustrated right away. (2) Get some whiffle balls for the backyard or take them to the driving range before stepping on the course - this allows them to get their confidence up and allows the parent to help under relaxed circumstances. (3) Speaking of the parent helping - too much instruction can be overwhelming for a kid. I find that showing them how to grip the club is plenty - letting them swing however they want to in the beginning does no harm and makes them feel like they themselves are responsible for their great shots! (4) When parents are taking their kids to the golf course make sure to pack plenty of patience. Kids will naturally get distracted and that's OK - just roll with it and don't force anything, let alone threaten. The experience must be set up by the parent to be AS MUCH FUN AS POSSIBLE! (5) Lastly, when you get on the course with your kids, keep a close eye on their attitude. When things start getting a little tense or they show signs of boredom, it's OK to leave the course and get an ice cream together. This way you can talk about how much fun it was and how you can't wait to return, before attitudes go south.

Q: What is the process like for testing the products you offer through you store? What does this process ensure customers?

Rick: We have lots of neighborhood kids who have tested the clubs we offer and we have received great feedback. In many cases, the kids already have their own clubs so we ask them to compare. If the majority don't care for the new set we're testing it doesn't make the cut. This process ensures our customers get equipment which has been tested by real junior golfers, not just the set that will bring us the most profit.

Q: What can children gain from learning to play golf?

Rick: The game of golf is magical in teaching kids how to deal with success and failure, and how to consider others before they act. As you know, each round of golf is filled with emotional highs and lows - if a child struggles with temper tantrums or gloating, it quickly becomes evident on the course. In these conditions parents get a wonderful, rare opportunity to coach them how to effectively handle the situation, and kids benefit from this 'practice' as they experience the ups and downs of life.

Q: You have donated funds, equipment, and time to junior golf programs all over the country -- why has this been such an important aspect of your business?

Rick: Giving back has been important to us from the start. When we experienced what a blast it was to golf with our kids, it was very natural to donate a portion of our sales and equipment to junior programs across the country. The funds and equipment are used for many different purposes: fundraisers, junior camps, junior programs and events are a few. We get great feedback and it's turned out to be a very rewarding part of our business.

Q: What are some sizing-related issues parents should know before buying your clubs for their children? What features should they be looking for?

Rick: Parents should look for a sizing chart on the side of the box, which specifies either the height or wrist-to-floor measurement. In addition, the clubheads should feature a cavity back, forgiving design with lightweight graphite shafts (ideally guaranteed against breakage - you know how rough kids can be on sports equipment!). In addition, the bag should be constructed with high quality materials, which can add weight - the parent should consider whether the future star will be pulling a cart or carrying the clubs. For the latter, weight should be of prime importance! Lastly, set make-up should be 5 - 7 clubs for the youngest golfers, additional clubs/larger sets should be employed as the child enters his/her teen years. The absolute bet club to enter the junior market in the last 5 years is the hybrid club - I certainly would have put a hybrid in my kids' bags when they were little if there was such a thing!

Q: How has your custom fitting service affected your store? What has been some feedback from this service?

Rick: We started All Kids Golf Clubs by offering only custom built clubs - the customer specified their child's height and wrist-to-floor measurements and I built the clubs to match. Eventually junior components all but disappeared from the market, and after building over 40,000 junior clubs I didn't mind too much! The experience gained from building custom clubs for kids benefits us quite often, as customers come to us for advice on the right sized clubs for their kids.

Q: In what ways would you like to see your store grow or develop in the next 3-5 years?

Rick: I see us offering more advice/articles and books for parents on how to get their kids started playing golf. The other ideas in the works are top secret!

Q: What else can you tell us about AllKidsGolfClubs.com?

Rick: All Kids Golf Clubs has turned out to be a wonderful family business, with outstanding customers (what do you expect from golfers, anyway?). All three of our boys have helped build and ship clubs to families all over the country, and our customers are (almost) always a pleasure to help. We were very lucky to have started this business back in 1999, and it's actually a pleasure to deal with on a day-in, day out basis. We feel very fortunate to have a business that brings joy to yourselves and your customers. We once had a customer (a father) share a story with us about his child being exceptionally anxious to get his clubs. He actually took his son out in the car to hunt down the UPS truck. When they located the truck, they asked the driver if he had a delivery for their address. When the driver emerged from the back of the truck with the package, the boy jumped for joy - what a sight that must have been!