Pick Up Some New Sticks
For the tenth consecutive year, Lenny’s Golf Shop will occupy the most real estate at the Denver Golf Expo. Its 12,000-square-foot space—more than three times the size of its store at 2601 S. Parker Road in Aurora—includes a 15-bay Club Demo area, where you can not only hit the latest and greatest from Callaway, TaylorMade, Titleist, Ping, Cobra, Mizuno and other major manufacturers, but also talk to representatives from these companies about new lines that just launched two weeks earlier.
“It’s a cool time of year, because every company has a product launching in January,” says Nick Nosewicz, the store’s general manager and the son of storeowner Lenny Nosewicz. “The Expo is the first time the public can hit products like, say, the Callaway Mavrik, and also get pricing that can be $100 less than what you’d pay in the store.”
Golfers pay for their sticks at the Expo and pick them at Lenny’s, whose master fitters will fit them for free. “If you only sell clubs, you’re only doing half the job,” Nosewicz says. “They’re tools, not jewels. Fitting is crucial. Part of my success (he won the 2015 Colorado Golf Association Match Play and advanced to the Round of 32 in the 2019 U.S. Mid-Amateur Championship) owes to the fact to my clubs—from putter to driver—fit me.”
He has Lenny’s team of seven master club-fitters to thank for that—as do thousands of amateur and professional golfers from Colorado and other states. They trust Lenny’s to fine-tune their clubs’ loft, lie, shaft and grip appropriate to their swing speed, launch angle, spin rate, carry distance and other metrics. “We’re all about setting up a future relationship in the shop,” Nosewicz shares.
That shop, at the corner of Parker and Havana, utilizes Foresight launch monitors and other technologies to analyze every type of swing and optimize equipment accordingly.
One thing the shop lacks, however, is the kind of square footage that bigger retailers have to stock shirts, shoes, pants, swing aids, bags, accessories and other ‘soft goods.’ The Expo solves that problem. “Having all that room at the Expo lets us pretend we’re a big box retailer for three days,” Nosewicz says with a laugh. “We have screaming deals on shirts, shoes and other products that I, as a golfer, would want.”
Lenny’s additional inventory has grown every year, but so have the lines to buy it. “We’ve always focused on deals, but people don’t want to wait 20 minutes just to get a great deal on golf balls,” the GM says. “So this year we’re focusing on streamlining, efficiency and logistics. We’re going to enrich the experience without adding to the cost. You’re still going to get great deals.”