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How Northern Golf Boosted Sales by 30% with a Smarter Sales Strategy

Northern Golf supplies accessories and consumables to over 300 customers — from pro shops to national retailers.

What Sets Them Apart.

Customer service. Orders are placed via phone, in-person, or through a trade-only portal.

Area sales managers visit each customer every 8 weeks to build strong relationships and support their growth.

A man with glasses and a beard talking on the phone in an office, with a computer and office supplies around him, and window blinds in the background.
Close-up of a golf putter preparing to strike a golf ball on a putting green. A golf shoe is visible in the left part of the image.

Lead: Garry Winstanley

The Challenge.

Northern Golf wanted to:

  • Increase sales and profits

  • Strengthen their market position

  • Improve their sales process

  • Use data more effectively

  • Plan for long-term growth

Our Strategy.

We started by gathering data from internal systems and external sources. This helped us understand:

  • Where Northern Golf stood in the market

  • What made them different

  • Where new opportunities existed.

Two people are working together on business reports with printed charts and graphs, discussing data analysis at a desk.
Group of five people in a meeting room working on laptops at a white conference table, with a large monitor, sticky notes on the wall, and a wooden bookshelf in the background.

Lead: Garry Winstanley

Strategic Review & Planning

We ran a full business review focused on:

  • Sales performance

  • Margins

  • Operational efficiency

Then, we created a step-by-step plan with clear goals, actions, and timelines.

Sales Transformation.

We redesigned the sales process to be more consultative and growth-focused.

Key actions:
• Doubled the size of the sales team
• Upgraded vans and sales tools
• Introduced a sales incentive program

Close-up view of a pile of golf clubs, including a Callaway iron and a hybrid club, with golf balls in the background.

Team Growth

We created a clear hiring and onboarding process to grow the team across departments — fast, but with the right people.

A woman in a white athletic shirt and black pants is crouching on a golf course, smiling, with a golf cart and greens in the background.

Lead: Garry Winstanley

Customer Experience Improvements

Customer Experience Upgrades
To improve service, we:

• Built a stronger sales funnel
• Published a complete product catalogue
• Made the product range easier to browse and buy

Smarter Stock & Finance Management

We reviewed stock management and working capital to support growth.
We also launched a currency hedging strategy to protect profit margins.

Results & Impact

  • Open MacBook Pro displaying a dashboard with financial graphs and statistics, including revenue, sales, and growth charts.

    Sales increased by 30%

  • Two women in yellow athletic outfits performing side plank exercises on a pedestrian bridge with a modern, curved, yellow and steel structure. They are balancing on one arm with their top arm extended upward, and their bodies aligned horizontally.

    Stronger sales process

  • Four people gathered around a table, looking at a laptop and laughing together in an office conference room.

    A larger team ready to scale

  • A man and woman sharing a laugh at a table with a laptop and purse, in a bright indoor space.

    Higher customer engagement

  • A young man in a dark suit talking on a cellphone in front of a wall with the word 'PRODUCTIVITY' and various doodles of hearts, arrows, a checklist, and a document.

    More efficient operations

Why It Matters.

Northern Golf is now expanding into new categories and retail sectors. With better systems, better people, and better planning, they’re set up for future growth.

Unlock smarter growth in wholesale.

Discover how better sales structures, customer experience, and data-led strategy can help wholesale businesses scale sustainably — without losing what makes them unique.

Experience.

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Further Reading