Elaine Wrigley, retail, operations and people director at American Golf, said: “It is with much excitement to bring American Golf‘s extensive product offering and expertise to the city of Gloucester through our new partnership with GO Outdoors.

“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.

“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.”

To celebrate the launch of the Gloucester concession, American Golf will be hosting a special VIP event on 22 August from 5pm where the first 100 customers will receive a goodie bag.

Lee Bagnall, chief executive 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.

“Customers at GO Outdoors Gloucester will benefit from a wide variety of golf brands as well as a wide choice of the biggest brands for outdoor activities including camping & Caravanning, hiking, cycling, climbing and fishing.”