Golf specialist, American Golf, has struck a partnership deal with outdoor retailer, GO Outdoors, which will see the Warrington-based group open a 3,000 sq ft concession in the Go Outdoors Cheltenham site in the first of a major expansion strategy.

It is the first partnership arrangement by the sports retailer and is aimed at offering the ultimate one-stop destination for everything a golfer requires.

The Cheltenham concession will open on August 19, with a further opening planned in another GO Outdoors location before the end of the year. 

Along with an extended range of American Golf’s top brands, including TaylorMade, Callaway, PING, Cobra, Benross, Garmin, Adidas, Stromberg and UnderArmour, the concession will have a dedicated American Golf team on hand.

Staff from American Golf’s recently-closed Cheltenham store have been redeployed for their expertise, to provide a range of services including free custom fitting.

Elaine Wrigley, Retail, Operations and People Director at American Golf, said: “The store represents a significant step in our broader strategy to enhance our presence and accessibility across the UK.

“The sheer popularity of the GO Outdoors brand and their footprint across the country, offers an amazing opportunity to introduce the game of golf to a wider audience.”

She added: “We are committed to providing exceptional service and products to our customers, and this partnership is testament to that commitment, as well as a fantastic chance to meet the growing demand from the Hereford and Gloucester areas.

“I’m also thrilled that we can continue the loyal relationship we had with our Cheltenham customers.”

Lee Bagnall, CEO at GO Outdoors said: “We’re thrilled to expand our offering to customers to now include high quality golf clubs, clothing, footwear and equipment.

“American Golf is the go-to brand for golfers of all abilities across the nation, and to have them onboard and continue to grow across more of our stores is a partnership we’re really excited about.”

Over the past year American Golf has undergone a ‘re-set’ under new chief executive Nigel Oddy

In April he revealed unaudited results for the 2023/24 financial year which included revenues of £135.8m, up by £300,000 on the previous year, a pre-tax loss of £5.2m, compared with a prior pre-tax loss of £10.5m, and pre-exceptional EBITDA of £4.3m, representing a £5.7m turnround.

The business also maintained its one-third share of the golf retail market.