At a time when there is a lot of economic doom and gloom, the Golf Warehouse is a North Shore-based business taking very little notice of it. In recent years, they have gone through a period of impressive expansion. It seems as though their big yellow stores are popping up all over the place. Channel Mag’s Aidan Bennett, a self-confessed golf hacker, went along to their newest store at Wairau Park during May to chat with Rhys Bishop, CEO and Director, the man steering the Golf Warehouse business.
Golf Warehouse’s history dates back to 1995, when innovative founder Eric Faesenkloet purchased a driving range in Takapuna that needed some TLC. Almost 30 years on, the business is New Zealand's largest and most trusted golf retailer, with 15 stores including the web and four driving ranges across Auckland, Hamilton, Tauranga, Wellington, Christchurch and Dunedin.
We featured Takapuna resident Eric in one of our Channel Magazine Q&As in 2024. It was pretty obvious from his comments that his approach to business has played a big part in the success of the Golf Warehouse. He’s one of New Zealand’s most experienced retailers.
“It's very hard running a business now, but tough times also create opportunities,” said Eric at that time in response to a question about the economic challenges retailers were facing.
He continued, “What many retailers forget is that there is still a large number of people who do have savings or very little debt, and they continue to spend. Our staff are trained to treat every customer, regardless of their wealth, with utmost respect, and it's amazing how many will open their wallets.
“I also think these times create great buying opportunities to get great savings at wholesale… we always pass these savings on, and that makes us stand out against the opposition.
“We find being 100% transparent to the staff in these times imperative. We also gave all our staff a 10% pay rise, which was a massive cost, so that they could get through the inflationary period that we are in. The staff have all responded with their own ideas on how to improve the business. We have also had to help a few individuals who have never seen these times before. During these times, it's really important to be working alongside the staff, whether it's on the shop floor or warehouse.
“These tough times really make the hard workers and staff who want to get ahead, stand out.
“My advice and approach is always to advertise in tough times – most of your opposition will have stopped. This way, you will always stand out in the crowd. Treat your customers like god, as they are paying your wages.”
Prior to meeting up with Rhys Bishop, it was a good idea to go back and read those wise words from Eric in 2024. As chairman, Eric clearly guides the business, but Rhys is the man running it. His golf pedigree is undisputed. He’s been a golf pro for 36 years and was previously ranked as one of the top three coaches in New Zealand, winning the prestigious NZPGA Order of Merit as a player. Rhys is also an award-winning club-fitter.
As CEO of the Golf Warehouse, Rhys is quite clearly proud of their recent growth that has seen the opening of their latest superstore in Wairau on the Shore.
“We want to be your ‘first swing’ business, trying one of our ranges, or mini putts; we want to be your first set, too,” Rhys explained when asked what drives the business. “We do entry-level prices all the way to the most expensive and best technology. We believe that if it works, you should buy it, if not, then you shouldn’t. What have you got to lose? Try it!
“We are golfers helping golfers. We play and are enthusiasts of the game, we enjoy helping others play golf. I’ve got more out of my life by giving free tips on how to play than by charging. So, the tips at the Golf Warehouse in-store are free and always will be. We love helping people to play better golf.”
Aidan Bennett: How long have you been in the business and how did you get involved?
Rhys Bishop: I’ve been with Eric from the start, 29 years. I started as a teaching professional, then I saw the future in club-fitting, and then retail. I wanted to move away from charging by the hour. I was teaching the who’s who of New Zealand, but if I wasn’t looking at someone’s swing, I wasn’t making any money. I could see the potential with Eric’s approach to retail. He embraces new technology and believes you should be able to try and then buy the club you want, at the time of testing.
I asked Rhys for some advice for a 20-something handicapper struggling with their game. I explained that I was asking for a friend.
My advice is to come into a store and get some free tips. Let’s go!
While I was in the store, Rhys did in fact give me some tips in one of their three high-tech golf simulator bays. I’d like to say he sorted me out, but Rome wasn’t built in a day!
So why does Rhys think that the game of golf has been having such a growth spurt in recent years?
Out-of-home entertainment is really important to people. It has become more important. Getting the youngsters out of the house, doing something that the whole family can do, is what is resonating. The number of sub-30-year-olds playing the game has really grown since Covid. More golf balls are now being hit off course than on, and have been for a number of years. That’s where our business is situated.
What else is planned for the Golf Warehouse in the immediate to medium-term future?
We have a new store soon to open in the South Island, and have our sights on a few more positions. Not losing sight of our existing shops is also a priority, so getting those looking and feeling right is high on the agenda. We have some amazing staff doing amazing things in the golf space. We are very proud of that.
Tell us about your own golf career.
I started my apprenticeship in 1986, as a 16-year-old at Akarana Golf Club. I loved it. I was earning money and talking golf all day. When I finished my apprenticeship, I went and played for five years, soon learning that there was an amazing depth of players. The best decision I made was stopping early and pivoting into teaching, then fitting, becoming the best Callaway Club fitter in the world in 2001. I’ve won 37 Pro Ams and led the NZ Open for a couple of rounds. I’ve played Augusta, St Andrews, Cypress Point, Pebble Beach, Whistling Straits and loads of other amazing courses around the world. I’ve been extremely lucky to meet the people I have through golf.
What is your best round ever?
I’ve shot 64 twice at Titirangi. But my best round was 72 off the back tees at Whistling Straits (Wisconsin, USA). When you play it, you’ll understand how good that score is.
Tell us about your relationship with Eric and the Faesenkloet family. It appears to be a very good formula.
Eric’s been amazing for me and my wife, Tracey. She was the original manager, then general manager, of the Golf Warehouse. Eric has taught us about business, about retail, and how to work hard and then play hard, while trying to laugh every day. I owe him a lot. I think he’d say the same about me, too, so that’s the sign of a great partnership.
Do you have a favourite New Zealand course and a favourite worldwide golfing destination?
My favourite course in New Zealand is the Te Arai South course. The whole feel of the Te Arai is amazing – the scenery, course, facilities, food and staff. I feel special every time I go. My favourite overseas course would be Augusta, for the same reasons. I do love Te Arai, but Augusta has the heritage.
What do you do to relax away from running the Golf Warehouse?
I’ve recently got into boating, and really enjoy taking the family out on the boat. I’m a beginner at that, which I like. I like to learn and try new things. Let’s hope I can keep doing that.
Make sure you visit the fantastic new Golf Warehouse superstore at 9 Croftfield Lane, Wairau Park on the Shore. It's just opposite Harvey Norman with loads of parking at the door. It’s massive!
Visit golfwarehouse.nz
