How an ecommerce platform became the backbone ofgreen grass retail, andwhat thePGA of America’s formal alignment means for the game. The pro shop at any well-run golf club is, in its own quiet way, one of the more operationally complex retail environments in existence. For most of golf’s history, thepeople who did this well did it through sheer force of relationship and memory. Ask a veteran golf sales rep what thesingle biggest problem in the green grass channelhas always been, and the answer comes quickly:time. Not the time it takes to write an order, butthe time it takes to manage everything around it.