Club Champion

Corporate Headquarters: Willowbrook, Illinois

Website: http://www.clubchampion.com

Category: Retail

LEADERSHIP

Joseph L. Lee, Co-Founder and CEO

Nick Sherburne, Co-Founder, Master Fitter

Keith D. Bank, Co-Founder

Adam Levy, CEO

Michael Glienke, VP of Sales

Pat Duncan, VP of Marketing

Jon Reepmeyer, Chief Financial Officer

Company Overview

Founded in 2012, Club Champion has transformed from a regional three-studio fitting business into the globe’s most prominent name in custom club fitting and building services. The company now operates more than 140 locations internationally, including studios in Canada, the UK, and Australia. With a presence in 43 U.S. states, Club Champion offers golfers access to more than 65 brands and over 65,000 hittable head and shaft combinations.

Club Champion conducts more than 100,000 tour-quality fitting experiences annually and converts more than 75% of those into club sales for customers. A typical studio footprint is approximately 3,000 square feet, featuring at least two indoor hitting bays equipped with TrackMan launch monitors, a SAM PuttLab system, a build shop, and an extensive equipment wall displaying their vast array of club options.

The Chicago-based company emerged from EJL Custom Golf, created by Nick Sherburne. A two-decade veteran of the golf club-fitting business, Sherburne partnered with Joe Lee (now Club Champion’s Chairman) and Keith Bank (co-founder) to build one of the game’s most upwardly-mobile businesses.

Key Facts:

• Over 140 locations across the U.S., Canada, UK, and Australia
• Access to 65+ premium golf brands
• More than 65,000 hittable head and shaft combinations
• Tour-level fitting experience with nearly 100% satisfaction rate
• Ranked by Golf Digest as one of the 100 Best Club Fitters for twelve consecutive years
• More than 400 employees, including hundreds of highly trained Master Fitters

Business Innovation

Club Champion has revolutionized the custom club fitting industry through its comprehensive approach and technological advancement. In 2024, the company launched “MyAccount,” a digital platform enhancing the fitter-customer relationship. This platform allows customers to access their fitting history, TrackMan results, purchase history, referral codes, and track orders in real-time. Customers can also manage their P.A.R. Program rewards, update preferences, edit their golfing profile, book fittings, and communicate directly with their fitters.

The company’s unique coupling system allows them to combine any head and shaft together, enabling golfers to test and purchase the exact combination they’ll use on the course. This capability, combined with their extensive brand partnerships, sets them apart in the industry.

Service Offerings:

• Full bag fittings (approximately 3½ hours)
• Individual club fittings (driver, irons, wedges, putter)
• Club building and repair services
• Corporate and personal entertainment events
• Real-time club building and testing
• Advanced analysis technology

Strategic Advantages:

As an innovative club-builder utilizing various components, Club Champion maintains limited inventory, reducing overhead compared to traditional retailers. Their custom-fitted equipment model also insulates them from direct price competition with web-based retailers.

The company’s rapid expansion has included strategic acquisitions, such as Tour Experience Golf, marking their first international expansion, along with acquisitions in the UK and Australia.

Future Focus

Club Champion continues to focus on education and market expansion, with Sherburne noting that currently “only around 50% believe in custom fitting.” The company sees significant growth potential, anticipating that custom-fitted golf clubs could eventually reach 80% of the golfing population.

KEY TAKEAWAYS

Club Champion has established itself as the industry leader in custom club fitting and building, demonstrating how education about the benefits of club fitting continues to drive market growth. While many retailers focus on e-commerce, Club Champion has successfully expanded its brick-and-mortar presence while enhancing its digital capabilities. The company’s combination of technical expertise, extensive brand partnerships, and customer-centric innovations positions it for continued growth in the premium club fitting and sales market.