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How Northern Golf Doubled Its Sales Team and Boosted Sales by 30%

Northern Golf Limited is a business supplying golf accessories and consumables to over 300 customers. These include golf pro shops, major retailers, and online stores.

What Sets Them Apart.

Customer service is at the heart of Northern Golf.
Orders can be placed by phone, in person, or through a simple trade-only online portal showing the full product range.

They also run a van sales service. Area sales managers personally visit customers every eight weeks, building relationships and helping them grow.

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:

  • Strengthen its market position

  • Boost sales and profits

  • Improve sales processes

  • 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-driven. Key changes included:

  • Doubling the size of the sales team

  • Upgrading vans and equipment

  • Launching a new 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 introduced a full recruitment and onboarding process, bringing in the right people across all departments to support rapid growth.

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

To support customers better, we:

  • Built a new sales funnel

  • Released a complete product catalogue

  • Made it easier for clients to view the full range and service offer

Smarter Stock & Finance Management

We reviewed stock and working capital to support growth while protecting cash flow.
We also introduced a currency hedging program to improve profit margins.

Results & Impact

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

    Sales up 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.

    A stronger, structured sales process

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

    An expanded 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 continuing its journey.
They’re developing new products, exploring new categories, and expanding into other retail sectors to keep the business growing into the future.

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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