Addicted to Golf
JULY 2024
Addicted to Golf a swinging success
Recently expanded store celebrates 35 years in York County
By Melissa James, York County Contributor
Addicted to Golf is scoring high with players who score low. After moving to a larger location last year, the 35-year-old business has drawn a wave of new customers.
From its early days in Kiln Creek Center (near County Grill) to its expansive new space in Village Square (near Kiln Creek Kroger), Addicted to Golf has always been about great gear and friendly service. The store’s latest milestones prove without a doubt that it’s still in the game... actually, it’s the only one in the game.
Owner Richard Schiele said he has seen many other golf stores come and go over the years, but that Addicted to Golf, which opened in 1989, is now the only golf store on the Peninsula, and he even added a second location in Williamsburg.
“Sure, there are Dick’s Sporting Goods and other national retailers that sell new, brand-name clubs,” said Schiele, “but we’re the only locally owned shop that offers a full selection of used and new clubs, shoes, bags, shirts, gloves and other accessories.” His store also boasts an indoor hitting cage and simulator for testing out clubs, personalized club-fitting sessions, club repair and re-gripping, and loft and lie adjustments.
“You won’t get that level of personalized service and range of options online or at big box stores,” he pointed out. These services, paired with the shop’s knowledgeable and certified staff, are what set Addicted to Golf apart.
“I’m really lucky to have kept so many great people over the years,” said Schiele. “Guys like Mario Johnson, Sean Witherspoon and Justin Kurz, who have stuck by me for many years. I’m thankful that I don’t have the staffing challenges that so many other small businesses are facing these days. I owe much of the businesses’ success to my team.”
Several employees are certified to do custom fittings with four of the major golf brands: Callaway, Titleist, Mizuno and Ping. In fact, the Yorktown location has been named the Mizuno National Top 100 Fitter of the Year four times and has won the Ping Regional Fitter of the Year and Calaway National Top 100 Fitter awards.
Does all this golf talk have you ready to upgrade, but you can’t quite “swing” the cost of a brand-new set? At Addicted to Golf, customers can trade in their current clubs for a credit toward a new set.
“Back in the ’90s, we started taking trade-ins and reselling the used clubs in-store,” Schiele said. “At the time, no one else did that, so it became our niche. It’s a win-win, as it lets us have something for every level of golfer at every price point. It allows us to offer the best value on our customers’ used clubs, as well as significant credits toward an upgrade.”
Schiele explained this is important because so many golfers—especially new players—are eager to go all-in right away. He said many players become frustrated a year or two later when they realize their needs have changed after getting out there and playing the game for a while.
“Personalized fittings are all the rage these days within the industry,” said Schiele. “But we try to educate our customers on the reality that the clubs you need now are not the same clubs you’ll want or need in a few years. Why invest in a custom-fitted set before learning to play the game? It’s nearly impossible to fit someone for clubs if they don’t yet have a somewhat consistent swing.”
Schiele said his shop’s used clubs, which all come with a 100%, 30-day trade-in guarantee, are a key attraction for customers. Once settled into the game, the player can trade up again and again, as their needs and game change.
Does Schiele anticipate scaling back or retiring? Quite the opposite. He has plans to expand his second location in Williamsburg sometime next year.
“When you make a living doing what others dream of doing when they retire, you don’t really need to rush into retirement,” Schiele said. “I love what I do, and so it doesn’t feel like work. I plan to do this for many more years to come.”