Kevin Maffioli, head professional and general manager at Christina Lake Golf Club in Christina Lake, B.C., has the club running like a charm. Under his leadership, the club has built a 500-strong membership and produced yearly shop sales that reached record numbers in 2021 and 2022, a trend likely to continue right through 2023.
It’s all pretty impressive for a club that’s basically in the middle of nowhere. Which is a good thing for sales since it means Maffioli has no immediate competition in the area. What’s more, Christina Lake is a popular tourist destination, and the course is open up to eight months a year to accommodate tourist demand for green fees. Factor in the fact that his shop is stocked with every brand imaginable and offers daily in-house fittings, and is it any wonder 2023 looks like another banner year.
“I can accommodate everyone because I carry so many brands,” he says, adding that he buys large quantities and supports all companies, a democratic buying process reflected in his sales. Name a brand and it’s selling in his shop. Ping G430 woods and irons. Cobra Aerojet woods and irons. Stealth 2 woods and irons. Scotty Cameron putters and Vokey wedges are big sellers. Then there are Callaway drivers, Odyssey and Ping putters, Cleveland wedges, various models of Titleist, TaylorMade and Callaway balls . . . and the list goes on.
The apparel shelves are well-stocked as well. The big sellers for price and featuring the club’s logo are men’s and women’s Antigua and Lopez. Foot Joy, Ping and Puma are also popular, as is Canadian-made women’s line Dexim. Favourite shoes are Foot Joy, Under Armour and Puma. For gloves, it’s Foot Joy again.
“Most people know what they want when they come through the door,” Maffioli says. And with all companies making such good products, customers have lots to choose from.”
