As he prepares to step away from Moortown Golf Club in January, the PGA professional and Foremost’s Retail Shop of the Year winner reflects on four decades of evolving with the industry – and on handing a modern, thriving business to his son-in-law and successor, Eddie Hammond.
After more than 40 years in the golf industry, Martin Heggie has seen almost every change the modern PGA professional has had to navigate.
He’s witnessed the growth of custom fitting, the rise of online retail, changing customer expectations and an ever-growing reliance on technology. Throughout it all, one thing has remained constant: his willingness to adapt.
That mindset is exactly why the Moortown Golf Club professional won Foremost’s Retail Shop of the Year 2025. While the award recognises the exceptional standards Martin has delivered over the past year, he sees it as proof that success in golf retail doesn’t come from standing still. It comes from continually looking for new ways to better serve customers and move with the times.
“You’ve got to move with the industry,” Martin says. “If you’re prepared to keep learning and keep improving, that’s what keeps you ahead.”
That philosophy has shaped one of the country’s most respected pro shops and has underpinned Martin’s long-standing relationship with Foremost. Having joined the group almost four decades ago, he has seen it evolve from a buying group into a business partner that supports almost every aspect of running a successful retail business.
“I think I was member number 48,” he laughs. “I’ve always been Foremost through and through, they’ve supported me every step of the way.”
Building a business, not just a shop
Martin’s retail philosophy has never been about chasing the latest trend. Instead, it’s about combining traditional values with modern ways of working.
Walk into the Moortown pro shop and you’re immediately struck by how organised everything feels. Displays are clean, products are easy to find and every area has a purpose. With limited retail space available, Martin believes effective presentation is vital.
“We’re not blessed with enormous amounts of space,” he explains. “Presentation is really important. It’s about keeping the shop floor clutter-free and making it easy for customers.”
That attention to detail has been a constant throughout his career, but the way he runs the business behind the scenes has changed considerably.
Martin has embraced technology wherever it genuinely improves efficiency or enhances the customer experience. Rather than seeing new systems as something to fear, he sees them as another opportunity to spend more time where it matters most: with golfers.
“Keeping up to date with technology is really important,” he says.
“We were early adopters of the Foremost POS till system, and it’s made a huge difference. Checking in stock is so much quicker, the reporting gives us the insight to make better buying decisions, and it all saves us more time to spend with golfers.”
The same approach applies to marketing. Years ago, Martin was producing his own weekly newsletters to keep members informed.
Today, Foremost’s Elite Marketing Programme has transformed that process, creating consistent communications that connect online activity with what’s happening in store.
“The marketing they do now makes your job so much easier,” he says. “It’s all linked together. Customers have seen it in the email and then they come into the shop and see the same products and offers.”
That joined-up approach creates familiarity before customers even walk through the door, helping conversations begin long before a sale is made.
Making every campaign count
Martin has always believed that every product should have a purpose, every promotion should have a reason, and every campaign should add value for the customer. That’s one of the reasons Foremost’s Exclusive Lines have become such an important part of the business.
Products such as the Callaway ERC Soft golf ball have generated genuine customer demand while delivering strong margins, allowing Martin to stock products his customers actively ask for rather than simply compete on price.
“The ERC ball has been amazing,” he says. “It’s been incredibly popular, and with EMP Marketing supporting it behind the scenes, it’s really helping to drive sales.”
It reflects Martin’s wider belief that retail works best when marketing, merchandising and customer service all support one another. Rather than relying on one-off promotions, he focuses on creating a consistent experience that encourages golfers to return throughout the year.
That consistency is something he believes has become increasingly important as golfers have more choice than ever before.
More than selling golf equipment
Winning Retail Shop of the Year isn’t simply about selling more products.
Martin is quick to point out that the strongest retail businesses are built on relationships.
“You can only win an award like Retail Shop of the Year if you’re doing a good job in other areas,” he says. “Your staff have got to teach, you’ve got to coach and you’ve got to have a good rapport with the members. The Foremost Online Lesson Booking System has helped us make that process much easier. It makes life easier for us and, more importantly, makes it easier for our customers to book and engage with us.”
That forward thinking approach prompted him to invest in one of the region’s earliest dedicated fitting studios back in 2012, creating a space that strengthened the connection between coaching, custom fitting and retail.
“It’s been transformational,” Martin says. “It’s got people coming into the shop all the time, and that’s what you’re trying to do.”
The same customer first mentality extends to equipment upgrades. Through Foremost’s trade in service, customers at Moortown can easily offset the cost of new equipment by trading in their quality second hand clubs. Throughout every stage of the customer journey, Martin believes trust remains the biggest advantage PGA professionals have over any online retailer.
People don’t simply come to buy a driver or a pair of shoes. They come for advice, reassurance and confidence that they’re making the right decision.
“It’s about building relationships,” he says. “Once customers trust you, they’ll keep coming back.”
Passing on a modern business
As Martin prepares to step away from Moortown in January, his focus is firmly on ensuring the business continues to thrive.
His son-in-law, Eddie Hammond, has been working alongside him for years after first joining the shop as a part-time assistant while studying for his A-levels. Since then, he has become an integral part of both the business and the family.
“I’ve taught him everything he knows,” Martin jokes. “Although he probably knows a lot more than me now.”
For Martin, that’s exactly how succession should work.
He’s not simply handing over a successful golf shop. He’s passing on a business that’s built to keep evolving.
Technology will continue to change. Customer expectations will continue to evolve. New opportunities will emerge. The challenge for every PGA professional is deciding whether to embrace those changes or resist them.
Martin made that decision a long time ago.
Looking back, he believes that’s been one of the biggest reasons the business has remained successful for more than four decades.
Winning Foremost’s Retail Shop of the Year may recognise everything Martin has achieved throughout his career, but perhaps its greatest significance is what it says about the future.
The strongest retail businesses aren’t built on doing the same thing year after year. They’re built by never standing still.
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