RHYTHM built into clubs to improve timing -and PROFITS The biggest news in the golfing world this season is Kroydon's new RHYTHMIC Hy-Power Line. Here, at last, are Golf Clubs that take into consideration the fundamental difference between the "Swinger" and the "Hitter." They're GROOVED up near the grip or down near the in a way that con- trols feel, balance and action and automatically improves the timing of either type of player. Everybody wants to see and try the club with the GROOVED Shaft. Players all over the country are saying that with the RHYTHMIC Hy-Power they're consistently shooting better golf than ever before. Your customers are no exception. Don't pass up this opportunity. Sell the club that delivers better satisfaction and therefore EASIER SALES AND LARGER PROFITS. For full details write: THE KROYDON COMPANY, MAPLEWOOD, N. J.

' RHYTHM •"THt UNKV'

Golfers everywhere are singing the praises of the new RHYTH- MIC Hy - Power Kroydons — a song of easy Profits for YOU.

- Ocve V^ tf)«»

I(roydon Ve9 CLUBS with the New HY-POWER RHYTHMIC SHAFT "THE SHAFT IS THE HEART OF THE CLUB" 42 GOLFDOM

Suggested Annual Sportswear Quota Item Quantity Quantity Total Average Total Sold to Sold to Quantity Retail $ Sport Shirts, Sweat- Men Women Men & Women Price Sales Shirts, Etc. Higher priced type 18 18 5.50 $99.00 Lower priced type 36 18 54 1.50 81.00 Jackets Showerproofed Cloth 15 10 25 8.00 200.00 Leather or Cloth 6 3 9 12.00 108.00 Featherweight Rain Jackets. 18 18 36 4.00 144.00 Sweaters 12 .... 12 6.00 72.00 Slacks or Knickers 8 .... 8 8.00 64.00 Headwear Caps 48 .... 48 1.25 60.00 Sunshades 36 36 .50 18.00 Hats 36 18 54 .50 27.00 Golf Socks and Anklets 18 doz. 12 doz. 30 doz. .50 180.00 Golf Gloves 72 48 120 1.00 120.00 Underwear Undershirts 3 doz. .... 36 .50 18.00 Undershorts 3 doz. .... 36 .50 18.00 Neckties 48 .... 48 1.25 60.00 Umbrellas 12 6 18 5.00 90.00 Miscellaneous 100.00 (Sales for prizes, etc.. are assumed in above. Shoes, rubber overshoes, caddie outfits, not included) $1,459.00

first , the cooperation of the locker- sportwear to proportions that compare room steward, and other factors. How- with sales balls and clubs. It is rea- ever, some tangible idea of possibilities sonable to assume that the quantities in- in this field can be gained by analysis of dicated could readily be sold in a club available figures, and by budgeting sales: of 200 members, where a sufficient stock GOLFDOM for October 1936 listed results was carried and proper selling effort put of an extensive survey showing sales of forth. (By filling out a similar schedule, golf merchandise from January to Sep- you can budget your own sportswear tember 1, 1936. Averages varied accord- sales.) ing to size and types of clubs, and the Assuming that stock could be turned following was the general country-wide over four to five times in the average average: golf year of eight months, a volume of Total sales $1,459 would require an average stock Pro-shop $2,593.00 ( 100%) inventory of some $300 to $350. This Ball Sales 1,112.00 (43.1%) volume should show a profit of approxi- Club Sales 1,103.00 (42.5%) mately $500.00. Bag Sales 159.00 ( 6.5%) Sales Amount Accessories and to $7 per Member An analysis of the table will indicate Apparel 219.00 ( 7.9%) an average of about $7 per member, in Figures for 1936 at a first-class repre- the fair proportion of merchandise sold sentative club in a Midwestern metro- to women. Retail prices are not exor- politan district ran: bitant, and allow a normal markup of Balls $4,956.75 (49%) about 50% over cost. It is assumed that Clubs 4,046.35 (40%) merchandise is mostly of a character not Sportswear 575.85 ( 6%) generally obtained in stores and that Bags 402.50 ( 4%) prices are appoximately on a line with Sundries 355.35 ( 1%) those in better stores. Experience has proved that merchandise of better quality, Total $10,336.80 regardless of price, will find a sale in the Lessons $465.00 average pro-shop. The demand is for In the accompanying table, it is easy to quality rather than price alone. see how the pro can run up his sale of To achieve a worth while volume in Something the pro can really depend upon:

PENFOLD S POLICY

The new, faster and longer PENFOLD '75' The "long" Penfold '75' has been stepped-up to even greater lengthl Winding tensions have been increased— a new, smoother finish has been de- veloped to cut air-resistance. Chemo- weld cover. 75c the ball

The new, sensational American she Penfold AUTOGRAPH This is the sensational ball that "ate up" the long holes of Hoylake with a "drive and an iron" during last year's British Open. The AUTOGRAPH is far and away the "longest" ball Penfold ever built. Chemo-weld cover. SI the ball

A brand new ball, the PENFOLD '35' A new addition to the Penfold line. This new '35' has the long flight charac- teristics of the better grades—but a hide almost tough enough to dent a niblick.

even longer—even tougher PENFOLD '50' The Penfold '50' has been long favored by so many men and women golfers be- cause it has "length" and toughness never before known in a 50c ball. Chemo-weld cover. 50c the ball

Send for 7937 catalog PENFOLD GOLF BALLS. INC. • 11 PARK PLACE • NEW YORK, N. Y. Chicago: Currier & Lee Cleveland: Distribution Terminal San Francisco: Poinsett & Co. 427 West Erie Street 2000 West 14th Street 121 Second Street sportswear, it is necessary to carry a fair cient stock of the right items and to make stock and to exert selling effort. Sales can an earnest effort to promote sales. be promoted in various ways: At the average pro shop, golf sportswear Members may be solicited by letter, and sundry sales run around 7% or 8% with pamphlet enclosures. It is wise to of total shop sales. The writer knows of make such literature newsy, interspersing cases where sportswear sales are easily1 club gossip with selling suggestions. Golf double those figures, and some cases is a business to the pro, a game to the where sportswear sales run only second player. Literature must be "sugar to balls. A new set of clubs or a bag can coated." be sold to one member only once in sev- The locker-room is a great outlet for eral seasons, except in unusual cases. The sales, and cooperation with the locker- same members can be sold numerous ar- room steward pays. A separate display ticles of golfwear, repeatedly. Sales and case in the locker-room where possible turnover are much more rapid. The av- will boost sales. A wall-board display of erage markup on sport apparel is 50% socks and underwear with a headline "For above cost, or one third of the retail sell- Sale in Pro Shop" will increase sales of ing price. With little overhead cost added, these items. Literature can also be placed the profit from this additional volume is in or on lockers. practically clear, and the increased sales Sweepstakes, blind bogies, and raffles tend to bring down the total overhead ex- where permitted, provide a fine medium pense percentage. Often the sale of an for sportswear sales as prizes. A large apparel item will lead to the sale of equip- amount of merchandise can be moved in ment to a member who might otherwise this manner. Cooperation with caddy- not be approached. masters and caddies is worth while, and Aulbach's Sales Are also with the and de- 28 Per Cent Sportswear partments, where these departments exist. One of the outstanding pro merchan- Much can be done to increase sales at disers in the game is that well-known Christmas time, for birthdays and other Texas ranger George Aulbach, of Dallas, events. whose sportswear sales run 281/&% of his Tosh Sold on total shop volume. His article, "Selling Apparel Profits Sportswear in the Pro-Shop" from the An interesting case in point is the ex- March Texas PGA Bulletin which Aul- perience of Dave Tosh, pro at Sunset bach edits, follows: Ridge, Winnetka, Illinois, a private club "I believe the pro who does not feature of 275 members in a well-to-do commu- a line of exclusive golf toggery and nity. sportswear is overlooking one of the best Tosh has this to say about the sale of income possibilities of his shop. I have sportswear: "I made my first real stab heard many pros say that they could not at selling sportswear in 1936, and am con- sell golfwear or that it was not in their vinced that there is a wide open oppor- line of business. I disagree. I feel that tunity to increase by business substan- my experience as a professional makes tially along those lines. I found that sell- me an authority in the golf business and ing is not limited to convenience items I am therefore qualified to advise cor- like socks and caps. It is possible to sell rectly the type of equipment most adapt- a lot of golf jackets and sport shirts that able to each individual. The correct ap- run into money, and a lot of miscellaneous parel is an important part of the cor- items including underwear, rainjackets, rect equipment. duck hats, polo shirts, neckties, and so on. "I have always believed that the golf I believe there is also a fine opportunity shop was the ideal and most logical place to sell things to women. I also worked for a golfer to buy his golfwear. Certain- in a lot of sportswear for prizes on ly it is more convenient for a golfer to sweepstakes and blind bogies. I'm going buy from the professional than to leave after sportswear business in dead earn- his office and make a trip to his favorite est this year and am positive our sales haberdasher. The pro knows better than can be greatly increased. This depart- anyone else the garment most adaptable ment of pro-shop business can certainly for the player and I am sure any golfer be built up, and there is good profit in will accept the opinion of the professional it. To do a larger volume of business it over the store clerk who is only interested is, of course, necessary to carry a suffi- in another sale. AN IDEA THAT "MADE GOOD"

Bristol "Equi-Tuned" Clubs have line. Each club has just the right received an enthusiastic reception balance of stiffness and whip that from pros and amateurs alike. And experts say it should have. no wonder! Don't overlook these better, differ- The new matched sets of "Equi- ent "Equi-Tuned" Clubs. They of- Tuned" Woods and Irons are per- fer smooth, sweet-flowing action. fectly matched — perfectly tuned. And—more important still—they Each shaft is scientifically graded bring you an opportunity for extra in flexibility to the next shaft in sales and profits.

BRISTOL NO. 35 WOODS. Offered BRISTOL "PYRAMID1" IRONS. in a set of four clubs—Driver, Eurnished in 9, 8 and 6-club sets. Brassie, Spoon and Cleek. All Equipped with the famous "Pyra- equipped with Bristol "Equi-Tuned" mid" heads and the new Bristol Shafts. Aluminum scroll sole plates. "Equi-Tuned" Shafts. Set of 9 in Heads finished in ebony stain with stainless steel—$76.50. Set of 9 in darkened line face. Set of chrome plate with semi-glass finish $36.00. Single Club—$9.00. —$63.00 retail. W RITE for new 1937 Golf Catalog which shows all of the Clubs, Balls, Bags and Sundries offered by Bristol. THE HORTON MANUFACTURING COMPANY 485 HORTON STREET, BRISTOL, CONN. BRISTOL Sfu-ttmeA GOLF SHAFTS and CLUBS "Let's measure the value of golfwear one of the sorriest matters in the industry in the pro-shop from another angle. I and every retailer, pro or store, and every have learned that the average player- school buyer might as well get set for a member each year will purchase approxi- period of strong work by the manufac- mately two sport shirts, two pairs of socks, turers who want their dough. The beat- two hats and at least one pair of of slacks. ing the manufacturers took financially Figured most conservatively these items during the depression has pretty well re- would amount to about $12 to $15 per mem- moved the stage setting for the old order ber. Or a club with 200 members would have of credit policy, whereby the buyer could a potential buying power of sportswear play one sucker against another in getting of $2,500 per year. With a profit of nearly the seller to take a chance. 50% in this merchandise it is not difficult Pro consciousness of the necessity of to figure what you are losing if you don't credit improvement has been responsible make a strong play for the sportswear bus- for a decided betterment in the last 10 iness of your club. The basis of profit is years, especially during the depression turn-over and repeat business. Golfwear is when the going was hardest. Jack Mackie, a repeat business while clubs and bags are veteran treasurer of the PGA, and as can- not replaced that often. Therefore, golf- ny as they come, is of the belief that the wear in the shop should be second place PGA ball deal with its encouragement of as a profit item with only balls ahead of prompt payment had a credit educational it. value that did the pro situation a lot of "Golfwear is easy to sell because every good. Other pro observers credit the player feels that he must fairly well harsh conditions of the depression with dressed regardless of the game he may making pros attend strictly to business play or the clubs he may use. For the and improving their credit instead of risk- past three years during November, De- ing their hard-earned money on outside cember and January, my sportswear sales extravagances. have led all departments in my shop ex- Sporting goods dealers, who had their cept balls. To accomplish this, I had to own troubles during the depression, look concentrate on it and circularize the mem- at 1937 optimistically. Their annual con- bers several times with exclusive sports- vention was devoted to surveys of various wear folders. I have worked up a fine angles of the dealers' business, with em- sportswear business to keep my sales up phasis given to planned merchandising to par during these dull months. There and market promotion. is no secret to selling golfwear. Any pro can do it if he will work on it serious- ly, sell exclusive lines and be satisfied Philadelphia PGA Committee Will with a fair margin of profit. I definitely believe that the golf shop, with its pro- Handle 1937 True Temper Open fessional advice, is the correct and most PHILADELPHIA District of PGA has logical outlet for exclusive golfwear." been awarded the Fourth Annual True Temper $4,000 Open Golf Tournament. Sporting Goods Association Plans to Dates for the tournament are Thursday, Friday ,and Saturday, June 24-26. Tighten Credit Policies Detroit was the scene of the 1936 True ANY pro who may think that credit Temper Open, won by Olin Dutra. Win- managers of golf goods companies ners in preceding years were Ed. Dudley are picking on him to get him to pay his at Cleveland in 1935, and Gene Sarazen bills should have sat in at the annual at New Orleans in 1932. meeting of the National Sporting Goods True Temper Open of 1937 will be in Assn. There is a tough credit problem charge of Tournament Committee of with the schools and colleges due to shift- the Philadelphia District PGA con- ing personnel of coaches, superintendents sisting of: Marty Lyons, Llanerch CC; and principals. The problem is being Clarence Hackney, Country Club of At- handled with increasing toughness. Al- lantic City; Walter Brickley, Riverton CC; ready collection methods are being em- Ed. Dudley, Philadelphia CC; and Leo ployed that would arouse agony and pro- Diegel, Philmont CC. test if used in the golf field. The committee is now considering sev- Plainly the collection problems in every eral courses in the district as the scene phase of the sporting goods business are of the 1937 tournament. • TRUE TEMPER Golf Shafts are made in made for America's leading club makers. many models. These various models pro- The models marked thus (*) are exclusive vide every degree of flexibility—every with certain makers. Names of these type of shaft action required by different manufacturers will be furnished on players. These models are regularly request. Write for free descriptive booklet furnished in every type of beautiful and "The Golf Shaft of Champions." lasting finish. Above are several popular THE AMERICAN FORK & HOE CO. models of TRUE TEMPER Shafts regularly Sporting Goods Division Dept. G-8 GENEVA, OHIO RUE / EM PER The QotyShc&oJr CtuMnfiionS HOWS YOUR ASSISTANT? By HERMAN LA PLANTE Assistant to Bill Adams, Pro, Elmwood GC. Sioux City, Iowa.

T MANY pro-shops as much as 75 per cent of the merchandise is sold A by the assistant pro. When you get that amount figured in dollars and cents, you begin to realize the importance of the assistance and appreciate the wisdom of careful selection, train- ^ ing and encouragement of the young men in the shops. warded for their efforts to serve and ad- Assistants usually hope to become first vance in their field. class professionals and are eager to mas- It is difficult for the assistants to un- ter all details of the professional job. derstand this neglect. It certainly should When the assistant gets in with a good be one of the prominent activities of the pro who takes an interest in the boy's PGA, for I have heard older pros say development, that boy becomes one of the that a main reason for the disturbed situ- ation in pro golf during the past fifteen greatest advertisers the pro has. When years is that the game grew faster than the youngster gets a pro job of his own the supply of trained pro personnel. he wants to handle it so it will reflect credit on the man responsible for him. If Today's Helper club officials knew how this works out Is Tomorrow's Pro they would pay a lot of attention to the Golf is going to continue to grow and training received by any young man be- it is up to PGA to plan for further ing considered for a pro job. growth so that the requirements of first I know that when I get a pro job of class pros will be supplied by properly my own the man who has taught me and trained young men. If the assistant of been my model is going to be satisfied today isn't trained to be one of the pros with the way I handle my own job, and or pro-superintendents of tomorrow, the I am sure that every conscientious assist- whole standard of pro personnel will suf- ant feels the same way about his future. fer, and master pros of today who have Assistant Does neglected assistant training will be un- Bulk of Shop Selling able to escape part of the penalty that A good assistant is the pro's right-hand may have to be paid in lowered pro in- man. While the pro is out teaching, or come. supervising some course work, the assist- There may be, in some places, a fear of ant may come in touch with from ten to paying attention to the training of the fifty members. Are those members going assistant. The pro may be afraid that to be given the sort of treatment the pro when the assistant gets good he will dis- would give them himself if he were able place his old boss. Bill Adams, my boss, to be in two places at once ? It depends on has the correct view on that. Bill says the training the assistant has received, that if a pro isn't good enough to hold and the common-sense he had when the his job it is only a matter of time until pro picked him as assistant. someone catches up with him, whether it's For seven years I have been assistant his present assistant or some outside pro. to Bill Adams at Elmwood. I have at- The situation is no different in pro golf tended greenkeeping short courses, read than it is in any other business. The the golf magazines, and been around at fittest survives. Bill points out that when PGA tournaments and meetings but only a pro pays attention to the training of a few times during these seven years have his assistant, it is a sign the pro is handl- I heard or read anything about the im- ing his job so well he couldn't very well portance of selecting and training assist- be displaced by an inexperienced man. ants. Nor have I bumped into anything However, the young man thus trained, be- except talks with Bill Adams, that shows comes a desirable prospect for a pro job attention is being given to showing the at some smaller club and with the back- ambitious assistants that they will be re- ground of training by a first class man, TO jgtfMy G0LFER

Maybe we're a little ambitious in our head- Now to get down to brass tacks, or brassies line in this ad and we might as well tone it —or something—our catalog describes the down some right here and admit that pos- 1937 Burke clubs much better than we can sibly you can't sell 14 Burke Clubs to hope to do it here. (If you haven't already every golfer who comes in your shop. But gotten our catalog—we'll gladly send you we do know this — just let the average a supply.) There's a marvelous line of Mister Golfer—or Miss or Missus Golfer— woods and irons in all price ranges. We get his or her hands on the Burke offer- can honestly say it's the best line we've ings for 1937 and you've gone a long way ever made—and your members will say toward making a sale. They may like them so, too—the minute they get their hands so well they'll buy more than the pre- scribed limit of 14, because different days on these clubs. and different courses may call for a vary- i ing selection of clubs. Lei springtime be "swing time" in your shop and you'll cash in—handsomely.

THE BURKE GOLF COMPANY Newark, Ohio BURKE