Golfers in the East Midlands will have a new venue to meet their golf equipment needs when American Golf opens its new concession store at GO Outdoors in Coventry Business Park on November 28.

The UK’s leading golf retailer will unveil a new 2,300 square foot concession with a special VIP launch night, where the first 50 customers through the doors will receive a goodie bag, plus there will be in-store challenges with prizes, including the chance to win a new driver and a putter.

The Coventry move follows the successful launch at Gloucester GO Outdoors earlier this year when the retailers announced the partnership.

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 cater for men, ladies and juniors and have a dedicated American Golf team on hand.

Employees from American Golf’s recently closed Coventry store have been re-deployed for their expertise, to provide a range of services including free custom fitting, which includes the latest Foresight FSX Pro shot-tracing technology. 

Customers will be able to access American Golf’s free custom fitting service, trade in their old clubs for instant credit against any purchase, have their clubs regripped, access its golf insurance policies and customers can also continue to enjoy their AG Clubcard loyalty benefits.

Elaine Wrigley, Retail, Operations and People Director at American Golf, said: “With top brands, expert staff and state-of-the-art technology, this store is a golfer’s ultimate destination. We’re delighted to bring this offering to the Coventry community.. The latest opening in partnership with GO Outdoors reflects our continued dedication to making golf accessible and enjoyable for everyone.”