Rick’s Golf World
Rick’s Golf World
Custom fitting and a personal connection you won’t find at big box stores
Pete Lisi, owner of Rick’s Golf World in Olean, NY, sets himself apart by harnessing a passion for the sport with an unmatched level of in-store service. We recently caught up with Pete to talk golf.
eNOW: Give me a little background on the store.
PETE: The store opened in December of 1990 on West State Street in Olean. My dad started the business and I worked through college (a St. Bonaventure alumnus, class of ’95) before taking it over in 2000. I purchased the building we’re in now (North Union Street location) in 2012.
eNOW: What are some of your key offerings? Brands, services, etc?
PETE: We carry major golf brands like Titleist, Cobra, Callaway, Taylor Made, Ping, Mizuno, Cleveland and Footjoy. The store does service - club repair and regripping - but our main service is custom club fitting.
eNOW: Run me through the process of club fitting. My dad came to you a few months ago to get his new clubs dialed in - what are some of the things you do to ensure someone is getting the right fit?
PETE: We use a Flightscope Launch Monitor, which tracks the club and ball flight so it gives us tons of useful data in the fitting process. Utilizing fitting heads from our vendors - which gives us different lofts, lie angles and shafts - allows us to implement that data and find the best fit for the golfer.
eNOW: How does the monitor work? What kind of data does it provide?
PETE: It tracks both the club and ball so it gives us a lot of information, like swing speed, ball speed, launch angle, carry/total distance. To start the fitting, we evaluate the golfer by asking some general questions to learn a little more about them and their game. After watching them hit some shots, I can get a pretty good idea of what I think will work for them. We then try different heads and shafts to find the best combination.
eNOW: The pandemic was tough on retail, but it seemed like small, specialty brick & mortar stores - especially outdoor-centric - seemed to thrive. We’ve seen the immense increase in golfers over the past year. How did you adapt, and what’s it like now?
PETE: When the pandemic began, that’s when golf really took off. People just wanted to be outside and active, and golf was the perfect venue. They started playing a lot more and also a lot of new golfers took up the game. We missed the two busiest months (March and April) but ended up having our best year ever. It’s really encouraging.
eNOW: We run into this at our store (The Boardroom in Ellicottville) often - competing with big box stores and online retailers. I'm assuming as a standalone brick and mortar, those same difficulties present themselves. How difficult is it in the current age of digital and online shopping, and what are some of the things you do to combat that?
PETE: As you and I both know, competing with big box stores and online is difficult but not impossible. I feel like the custom fitting, equipment knowledge and inventory selection in our store is huge … but the most important is the service and personal touch you just can’t get at a box store or online retailer. We have a personal connection with our customers and that goes a long way - word of mouth is the best advertising I’ve got. If you know what you’re doing and what you’re talking about, and you treat people well, they’re going to have a good experience and tell their friends. Even if they stop in for a bag of tees, I want them to leave thinking “this is a great looking shop, loaded with everything I need when I’m out playing.”
Rick’s Golf World, located at 228 N Union Street in Olean, is open six days a week. If you’re a low handicap or just getting started, Pete and his crew will provide an outstanding experience. For more information, head to their Facebook page or ricksgolfworld.com.
