CLUB / RESORT DATA
Pro Shop Total Sq. Ft.	250
Annual Revenues	$550,000
Number of SKUs	6,250
% of total revenues are hard goods?	30%
% of total revenues are soft goods?	70%
% of total revenues are online sales?	4.8%
Club Fittings?	Yes
Number of Demo Days	4
Pro Shop Ownership	Club

For two consecutive years, the Detroit Athletic Club (DAC) has been honored in being named the #1 Private Athletic Club in America. There are many outlets that make up the collective whole of the club, including the DAC pro shop, where the staff takes pride in ensuring all members and their guests have an incredible experience from the moment they walk through our store. The club is proudly operated under the mindset of creating relationships, with selling merchandise a secondary objective. As a result, the relationships and moments created for DAC members in the shop are far larger in scale than its small footprint of 250 square feet, and the staff’s efforts to exceed every member’s request helps the pro shop bring in more than a half-million dollars in annual sales.

Shoppers in the DAC pro shop see the DAC emblem on merchandise around the store, giving them confidence in the product selection. The emblem can be found on such brands as Peter Millar, Foot Joy, Shinola Detroit and Under Armour, and on the club’s newest product line from Lilly Pulitzer.

The shop’s meticulously curated collections are envisioned as conversation pieces, whether they are worn or used inside or outside the DAC. To support the local community, the shop goes beyond partnering with big-name brands, to also dive into a new world of products from companies in the area, including candles, body scrubs, lotions, jewelry and other gifts that can be personalized for any occasion.

When the challenges of 2020 thrust the club’s members into new life directions, the DAC pro shop provided a feeling of security, comfort and routine every day, by being open for curbside pick-up, rush deliveries and an accelerated rollout of its online shop, where exclusive items were featured and products could be offered to members in a faster and more efficient way.

The club also makes the most of every occasion and member event, and as part of that, the DAC pro shop offers special sales through its annual Holiday Boutique, Ladies Spa Day, Opening Day for the Detroit Tigers (Comerica Park is literally in the club’s “backyard”) and the athletic department’s full schedule of activities.