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What’s working so well for PGA Tour Superstore? CEO Dick Sullivan explains
Popular perception suggests golf retail, particularly the large scale, brick-and-mortar variety, is under siege. So, I was intrigued by PGA Tour Superstore’s recent announcement of 15 percent same-store sales growth year-over-year and even more intrigued by the company’s plans for expansion (adding 19 stores over the next three years).
The company also saw a 42 percent growth in e-commerce sales and performed over 100,000 custom club fittings last year across its 31 retail stores. PGA Tour Superstore opened four stores in 2017 (Glendale, AZ, Hilton Head, SC, Jacksonville, FL and Las Vegas), with plans to open at least five in 2018.
I spoke with PGA Tour Superstore President and CEO, Dick Sullivan, about the company’s unique approach to retail and the state of the golf retail marketplace in general. Sullivan was an executive at Home Depot and the Atlanta Falcons prior to his appointment as head of PGA Tour Superstore in 2009.
Ben Alberstadt: Tell me a little bit about the PGA Tour Superstore model and what’s working for you.
Dick Sullivan: We take a lot of our same values that we had at Home Depot in terms of how we take care of our customer. In our case, we’re much more than…buying products off the rack. Anybody can do that. In our case, it’s so much more important that we bring the level of assortments, the level of service, and a level of experience that consumers really want. A lot of other retailers have tried to bring, say, a high level of service, but they just can bring the…assortments we bring because of the size of our stores…They’re 40-50,000 square feet.
We make multi-million dollar investments in technology every year to make sure that what our customers see inside of stores is really what the pros will see and what all the OEMs are using in terms of fitting.
In addition to the technology that we have, we hire PGA Pros in our stores. Just like Home Depot, where if you don’t have the right people on the floor…that’s a problem. We go out and we seek the best in class in golf, whether it’s students coming out of academies, whether it’s coming out of green grass shops…it’s really important to our customers that we have that level of expertise.
The broad assortment that we carry, not only the hard goods side but on the apparel side, are also important to our customers as well. And we don’t just sell products. We gave over 50,000 lessons last year. We fit over 100,000 customers. We put on over one million grips….We have large-scale putting greens. We have hole-in-one contests. We do closest to the pin. We do other contests.
BA: I don’t want to ask you for the recipe for the secret sauce, but can you talk a little bit more about applying the Home Depot model.
DS: Well, there’s no commission at all. If a customer comes in and doesn’t want to buy anything that day, that’s fine. We’ll have people come in…and say, “Well, I wanted to buy a new set of clubs, but an associate told me I should take a lesson first.”
Another thing is, our company has an inverted organization chart. Those who are closest to the customer are the ones who are in power to make decisions. Those at the bottom–the chairman, the CEO–we help facilitate and deal with challenges and obstacles…Every single day [information is coming back from the store]…and the customer is at the top. The customer is king…the associate is right below them in terms of the org chart.
Our associates solve problems on the floor of the store. They don’t have to go through some bureaucratic system or political power to make decisions. So, it’s a great experience for our customers.
BA: That sounds like it would yield both fluidity and continual optimization of the in-store experience for the customer…
DS: Just like in the pro shop. You want that golfer to feel like they are king. Our associates get to do the things with our customers that competitors can’t…You think about the simulators inside our stores. That experience alone…the hole-in-one contests…things like that, those are the fun things our associates get to do. Lessons with kids on Saturday morning. All that stuff is really fun.
BA: It seems like you’re putting a premium on relationships and the service element, where others might sometimes feel that it’s not worth an investment, so it’s interesting to see you defying that line of thinking.
DS: Well at Home Depot, and Arthur [Blank] taught me this about 26 years ago: Our associates are not an expense, our associates are an investment. And another thing I’ll never forget him saying: “We’re not in the transaction business, we’re in the relationship business.”
We have nine-hole leagues. We tested them in Minnesota, and our customers really gravitated to it..It’s really fun for families to come in and play…There’s some wonderful new technology that’s out there that’s allowing us to do some unique things.
In the cold-weather months…we have not only one dozen-plus simulators in every one of our stores, but we have these practice bays–almost like an indoor driving range…that’s different. That’s an experience. Someone used the term “retailtainment.” I’d never heard that term, but I thought it was a good term.
BA: Another interesting element here is you’re doing very well online. Can you speak to that?
DS: Well, we have a 50-year license with the PGA Tour. When we did the deal with Tim Finchem…there was no license of that length. We believe strongly in the brand of the PGA Tour. They’re at the top of the pyramid. When you think of golfers, you think of the PGA Tour. The PGA Tour brand reeks of quality. If I said, “Volvo,” and I said, “give me the attributes of Volvo,” by the second, third, or fourth, you’d say “safety.” So when I say “PGA Tour,” it’s usually “high performance,” “quality.” All those things help us in the virtual space…versus “Bob’s Discount Golf” or something like that.
Second, the assortments that we have are just phenomenal.
Black Friday. I remember an article that said, “this is the death of Black Friday.” This was supposed to be the first time that consumers shopped online…at the level of 59 percent. It made me a little nervous. Across the company we had a 28 percent increase that Black Friday, and we had a 98 percent increase online. Then we were up 62 percent on Cyber Monday.
A few years ago, we didn’t have quite the national footprint and the name recognition…I think that footprint has helped us grow our e-commerce business, along with the reputation the PGA Tour brings.
BA: Given the success that you’re seeing, do you think there’d been some fundamental misunderstanding of the golf consumer, or was it just an element of common sense that was lacking?
DS: At the end of the day, the customer votes. We all know that. And I think some organizations maybe have an arrogance in thinking they have all the answers, and they push those decisions down. As I said, we have the reverse: Our associates listen to our customers. Our customers tell our associates what we can do better, and we make those changes.
One of core values is listening and responding. Putting our people first. Innovating. There’s a number of values that we’ve taken from that model of Home Depot and brought it over. The assortments that you see, the size of our stores, that didn’t exist 15 years ago…and I think the level of service, the investment in people, was never happening. And then the investment we make in technology…it’s not just magical marketing that convinces people they need to buy. They can actually see it [by hitting the club on an in-store simulator].”
BA: I think there’s such a level of skepticism at this point that marketing claims are so in-one-ear-and-out-the-other that the best thing OEMs can do, if they really believe in their technology, is to say “go try it out on a launch monitor.” We’ve reached critical mass in terms of marketing speak.
DS: Yeah. Getting fit is not just the little box on the floor and if you swing 88 mph you’re a regular flex…it’s come a long way over the years, and I think we recognize that. That makes it fun. And it makes it more challenging, because the product actually has to perform. It’s not marketing claims; people can actually see the results. Spin rate. Launch angle. All that. And if you’ve got the right fitters, they can quickly dial you in. And we fit for golf balls. It’s amazing to see people come in and get fit for golf balls
BA: That should be the direction of retail. That’s the stuff that really makes the difference, along with lessons. That’s what’s going to enhance how well a player plays and how much s/he enjoys the game.
DS: And if it doesn’t work on the course, they can bring it back. We want people to be happy. It’s fun to hear these stories on course about how a player changed his ball or changed equipment. And they’re all out there fighting for market share. There’s some unbelievable manufacturers. We just came off of a weeklong training session with hundreds of our associates at Streamsong…all the major manufacturers are represented. Every one of our associates goes through extensive training on products…our associates know as much as the reps know.
BA: To circle back, initially, I’m impressed by the scale of the operation, the growth year-over-year, but so much of what you’re doing seems almost like a small business in terms of attention, in terms of investment in employees, it terms of relationships with customers and not being as transactional in orientation. I think that’s a really interesting element of the story.
DS: Hopefully we’re never so big that we change the culture of our company. The investment we making in training…we believe in training probably more than any other retailer out there. It’s so important our associates come well trained and are able to work with customers, because this is not easy stuff. It can be overwhelming.
BA: That’s the point the consumer is at, I think. Technology has become so sophisticated that you either need to do a ton of research or you need help. You need background knowledge in addition to knowing about specific offerings, or, again, you need help.
DS: Right. And we try to make it all simple. We don’t just focus on the avid golfer, we cater to juniors, women, seniors, everyone. That’s part of our whole model.
But we’re growing. We’re going to double the size of our company over the next four years…basically open a store every other month. We see a lot of opportunity. There’s a lot of real estate out there. There’s plenty of real estate in some markets we haven’t been in, and customers are calling and writing asking when we’ll make it to those markets, so you’ll see us growing in some new places over the next three or four years.
BA: Great. Any final remarks on the state of the industry?
DS: Most people call me up and say, “What’s wrong with golf?” I say, “What’s wrong with golf? I don’t think there’s anything wrong with golf.” Golf Channel just announced there were more viewers than January than ever before. Golf rounds have stabilized. We’re bringing more kids into the game than ever.
I don’t want to be falsely optimistic, and certainly there are some things that still need to be fixed, but there’s certainly more positives in golf now than not and the buzz at the PGA Show was great. You know, there were lots of clouds the last few years…but I felt a real positive buzz at the show, more so than I have in many years. I think that bodes well for the game, whether it’s outdoors, or whether they’re coming inside and hitting on simulators, just as long as they’re having fun with a golf club in their hand.
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Tour Rundown: 4 straight for Nelly | Bhatia outlasts McCarthy
A week of southern USA golf with a gambler’s flair, concluded on Sunday. The Augusta National Women’s Amateur and the national Drive, Chip, and Putt finals were celebrated in Augusta, Georgia. The LPGA offered its version of the OK Corral with the annual match-play event in Las Vegas. The Korn Ferry Tour gathered in Savannah, Georgia, for the Club Car Championship. Finally, the PGA Tour offered a final opportunity to qualify for this week’s Masters tournament, at the Texas Open.
In order to run something down, you have to be faster. Luckily for me, I took typing in school. Let’s run down a bunch of events this week, beginning in Augusta.
Augusta National Women’s Amateur: Woad wins
The ANWA begins play each year with 36 holes at Champions Retreat golf club, north of Augusta and adjacent to the Savannah river. A cut is made, and the finalists move to the storied Augusta National golf club two days later, for the third round. On Friday, every golfer in the field has the opportunity to play a practice round at ANGC, cut made or not. It’s a nice touch that sweetens the week for golfers like Carolina Lopez-Chacarra, who has missed the cut by one shot, each of the last two years.
Sweden’s Ingrid Lindblad is currently the most successful contestant in ANWA history. The LSU all-america golfer has thrice finished inside the top three at Augusta National. This year, she posted minus-four to claim solo third position. Ahead of her was Bailey Shoemaker, a former New Yorker who now lives in Florida, and is bound for the University of Southern California. Shoemaker posted six birdies against zero bogies on day three, for a dream score of 66. She moved from one-under par to the top of the leader board, at seven deep.
As the golfers with leads began to lose their way, Shoemaker’s position looked better by the minute. Even the overnight leader, Lottie Woad of England and Florida State University, began to stumble. Her bogey at the par-five 13th dropped her two shots behind Shoemaker. It was then that magic returned to the National. Woad secured a birdie with a 15-feet putt at the long 15th, to move within one of the leader. After a par at the 16th, Woad faced the uphill climb of the final two holes.
At 17, Woad ripped a long drive up fairway center, then finessed a wedge to 15 feet, and holed the putt for a three. At the home hole, she was long with her approach, and faced a downhill putt from … you guessed it, just about 15 feet for the victory. As the putt turned left, into the center of the hole, the magnitude of what Woad had done began to sink in. Three-under par over the closing four holes takes a special something, and all Bailey Shoemaker could do, was smile and acknowledge Woad’s work.
The winning moment for Lottie Woad.#ANWAGolf pic.twitter.com/bedGPJ4wRQ
— Augusta National Women’s Amateur (@anwagolf) April 6, 2024
PGA Tour @ Texas Open: AB takes down DMC for second Tour title
It’s a good thing that Akshay Bhatia was paired with Denny McCarthy on day four, else he might not have believed what transpired. There was AB, with a four-shot advantage after 54 holes, targeting a second triumph and a Masters invitation. There was McCarthy, attempting to break through for his own, maiden Tour title. After nine holes on Sunday, the lead had swelled to six shots. At that point, the Silver Streak rolled into town.
Bhatia played a decent back nine, overcoming a bogey at ten with three other birdies. And he got annihilated by McCarthy. The 2015 Porter Cup champion made but one par on the inward half, at the 11th. He wrote “birdie” on the other eight holes, closed in 28 (eight under for the nine) and tied Bhatia at 20-under par. Rory McIlroy probably felt good about his 66, which moved him to third position, but he could only claim the “A” Flight on this day. He was nine shots back of the playoff.
As for the playoff, it was an anticlimax. Moments after making birdie at the par-five closer, McCarthy could not repeat his sucess. Despite a celebratory shoulder injury, Bhatia did make four, and the tournament and Masters invitation were his.
An update on Akshay Bhatia’s shoulder injury. https://t.co/iYKkZXlTKc pic.twitter.com/U08UYGHmiX
— PGA TOUR (@PGATOUR) April 7, 2024
LPGA @ T-Mobile Match Play: No JK; NK has four straight
If it looks like stroke play, and smells like stroke play, it just might be match play. The LPGA took a page from the Western Amateur script this year. Three rounds of stroke play took place from Wednesday to Friday, as the field was trimmed to 65, and then to 8. The great eight then went head to head to decide who moved on and who went home. Four golfers tied for the eighth position, and three holes later, Moriya Jutanugarn had defeated Yuka Saso, Brooke Henderson, and Hae Ran Ryu for the right to move into match play.
Leona Maguire had been the queen of Shadow Creek, site of the event, and she preserved that royal title with a 4 & 3 win over Jutanugarn in round one of knockout play. Joining her in the semifinals were Sei Young Kim (6 & 5 over Rose Zhang), Narin An (1 up over Minami Katsu) and Nelly Korda (3 & 2 over Angel Yin.) The penultimate round saw Maguire (3 &2) and Korda (4 & 3) emerge triumphant, creating a dream conclusion pitting two of the top young talents.
Proponents of match play point to the elimination of all other competitors save the one. Medal-play aficionados reply by saying shoot a number and let the chips and putts fall where they may. On this day, Leona Maguire posted plus-two through the fifteen holes of the match, while Nelly Korda played the sequence in three below par, It doesn’t matter which style of competition you prefer. A five-shot difference tells you all that you need to know, about who played better that day.
On the occasion of her fourth consecutive victory on the LPGA circuit, Nelly Korda is the best player of this day, this week, this month. What a run.
Nelly is NOT messing around on 15 ???? pic.twitter.com/CZILDIECjJ
— LPGA (@LPGA) April 8, 2024
Korn Ferry Tour @ Club Car Championship: Fisk takes risk and wins in Savannah
Philip Knowles and Kevin Roy each had thoughts on a first-time win on the KFT this week, but their hopes and dreams were postponed. Knowles dropped back from 1st to 3rd with a final-round 71. He tied John Pak and Max McGreevey at 12-deep, two shots behind the first-place tie. Roy posted 72 and finished one shot farther back, in a tie for sixth at minus-eleven. The spotlit stage for overtime was occupied by Rob Oppenheim and Steven Fisk. Fisk closed with 68, moving up two shots in the process. Oppenheim went one better, finishing off a day-four 67 with a jittery 36 on the inward half.
Oppenheim turned in 31 shots on Sunday, and looked for all the world to be on his way to a convincing victory. Nerves and jitters got in the way, and he matched bogeys and birdies on the way home for minus-14. In the playoff, Steven Fisk was able to negotiate par from the final hole at The Landings, and it was enough to earn the title. Oppenheim’s bogey-six relegated him to a coveted, but frustrating, second-place finish. And for those not in the know, it was Fisk who earned the breakthrough, initial victory on the KFT.
It doesn’t get more clutch than this ?
Georgia local Steven Fisk chips it within inches to make a tap-in birdie on his last and join Rob Oppenheim at the top of the leaderboard. pic.twitter.com/gGF1ZD5f54
— Korn Ferry Tour (@KornFerryTour) April 7, 2024
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7 PGA TOUR courses you need to play
Golf is a unique sport in that you can play where the pros play and make golf history of your own. Nothing in golf can compare to playing a world-renowned course and following in the footsteps of the game’s best golfers. The feeling is incomparable, and it’s one we think more golfers should experience!
To get you started, here are our picks of the best PGA TOUR courses you can (and should!) play:
PGA Tour courses you can (and should) play
- Pebble Beach
- TPC Sawgrass – Stadium Course
- Arnold Palmer’s Bay Hill
- Torrey Pines – South
- Harbour Town
- PGA National – Champion
- Innisbrook Resort – Copperhead
Pebble Beach Golf Links (AT&T Pro-Am, U.S. Open, PGA Championship)
One of the most recognizable golf courses in the world, Pebble Beach Golf Links is the definition of a bucket golf course. Golfers will play iconic holes like the par-3 7th to the stunning par-5 18th. Enjoy great views of the Pacific Ocean as you play amongst the clifftop fairways and make memories that will last a lifetime when you play this PGA TOUR and major championship course.
TPC Sawgrass – Stadium Course (THE PLAYERS Championship)
Home to arguably the most famous par 3 in golf, the Stadium Course at TPC Sawgrass is a top bucket-list course designed by Pete and Alice Dye. A challenging layout awaits that will test all facets of your game, especially shot shaping and course management. Subtle elevation changes, undulating greens, and unique bunkering add a degree of difficulty that stump even the best players in the world. Not to mention one of the best finishing stretches in golf with the long par-5 16th, the iconic 17th hole island green, and the testy par-4 18th.
Arnold Palmer’s Bay Hill (Arnold Palmer Invitational)
A course fit for “The King” is what you will experience when you visit Orlando and play Bay Hill’s Championship Course. This classic Florida layout offers generous landing areas off the tee with few trees, but bunkers guard the greens and large ponds will make you rethink your shot choices. The course is only available for members and guests staying at The Lodge, so a stay is required to play this stunning course. But with year-round sunshine and pristine course conditions, it is never a bad time to visit Bay Hill!
Torrey Pines – South (Farmers Insurance Open, U.S. Open)
Another California clifftop course that should be on your bucket list is the South Course at Torrey Pines. Located just north of San Diego, this annual PGA TOUR stop has also hosted two U.S. Opens, which adds to the allure of the property. Narrow fairways and tall rough combined with amazing views of the Pacific Ocean and the California coastline make for an unforgettable round of golf. Large bunkers and elevation changes add to the challenge of the course, but the moderately sized greens offer golfers some respite. Who would’ve thought that a municipal course could be so exciting?
Most recognized by the famous red and white striped lighthouse behind the 18th green, Harbour Town is the brainchild of Pete Dye and Jack Nicklaus on Hilton Head Island, South Carolina. While the course is relatively short for a PGA TOUR event, the challenging design offsets length for accuracy with the narrow fairways framed by overhanging trees making it a shot makers course. A majority of the course winds through the wooded and sandy terrain before looping back towards the coastline with the final two finishing holes playing along the water.
PGA National – Champion Course (Honda Classic, Ryder Cup, PGA Championship)
With the prominent golf tournaments this course has held, it is hard to leave it off the list. A fantastic Jack Nicklaus design, the Champions Course at PGA National is also home to a famous stretch of golf holes called “The Bear Trap.” The fairways and greens are player-friendly while the bunkers and water hazards are the course’s biggest defense. You will enjoy a 5-star experience and feel like a professional when you visit PGA National’s Champion Course.
Innisbrook Resort – Copperhead Course (Valspar Championship)
One of the more under-the-radar courses on Tour, the Copperhead Course at Innisbrook Resort still offers a challenge even to the pros. Designed by Lawrence Packard, the course, while not heavily wooded, requires accuracy with tight fairways, strategically placed bunkers, especially around the greens, and a decent amount of water hazards that come into play. As you head towards the clubhouse, you will encounter “The Snake Pit;” a collection of the most difficult finishing holes on the PGA TOUR.
There you have it, GolfWRXers. Have you played any of these PGA TOUR tracks? What was your experience? Let us know in the comments.
Editor’s note: This article is presented in partnership with Golfbreaks. When you make a purchase through links in this article, GolfWRX may earn an affiliate commission.
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Morning 9: Anthony Kim speaks | New TGL team | ANWA contenders
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Levi Randall
Jul 3, 2019 at 12:30 am
Hey Dick,
Figure out how to fix shit like this. I ordered custom clubs on 4/27/2019 through the Denver, CO store. I have yet to receive these clubs. I have been more than patient and professional through this whole process. Paid in full at time of order (almost $1,300). Since then I have been given the run around by the store manager and assistant manager (Vince/Jesse) No help from them or TaylorMade. They have given me ship dates that have since passed, and then offered “a free box of balls” to compensate. Multiple calls, a ton of my time wasted… not to mention $1,300 and we are now sitting 2 months after I ordered. If I could give a negative star review I would. Still… waiting. Another email to the store manager today with absolutely no response.
Oh in case you think this is fake (Dick) my PGA order # is 155773
Bill
Feb 12, 2018 at 12:32 pm
This dude should do undercover boss or something. He’s delusional if he thinks half of his stores operate this way. Also the WORST repair service I’ve ever seen…or at least close to it.
Jon K
Feb 12, 2018 at 11:11 am
First of all, sales were up for one simple reason–no more Golfsmith. And for all the smart sounding talk about “great customer service” and “our employees are an investment”, PGA Superstore is just another big box retailer that likes to hire a lot of part-timers, pay them very little with no benefits, and provide no incentive for sales people, nor provide any of them a means to actually make a living in golf retail. Just look at the turnover. Also, golf and golf retail is a very specific world with its own culture and values. Big box retailers lack the authenticity and the integrity of a real golf shop, or of a great independently owned store like Carl’s Golfland.
alexdub
Feb 12, 2018 at 10:29 am
I go to PGATSS for one reason — the fitting bays. I may just be stopping in to buy a grip or something small, but I’ll stay for 45 mins and try the new drivers in the simulation bay and roll some putts. I think PGATSS does a great job with the model they are implementing.
Reeves
Feb 11, 2018 at 12:11 am
The day you walk in and the price of a Callaway, Taylormade, Ping etc. product is at a discount over the OEM controlled price is the day I will know they have something special to offer…to many years the OEM’s have been able to control prices on new stock and even one and two year old models. Time this price fixing comes to an end…if a retailer wants to sell the $499 Callaway driver for $429 then he should still be able to carry and sell that item..OEM’s should not be allowed to price fix period.
peter collins
Feb 13, 2018 at 6:34 am
I can’t abide any form of price fixing
allan duncan
Feb 10, 2018 at 6:48 pm
If you want to see how not to operate a golf store, please come to Myrtle Beach and sit back a laugh.
Steve P
Feb 10, 2018 at 8:09 pm
Totally correct! i was there last summer over the 4th of July for the Ripken baseball tournament for my son. As someone in golf retail for 25+ years I wanted to check out their store as we don’t have one in our market. It was the dumpiest large golf store I had ever set foot in! This, in one of the largest golf destinations in the world!
I couldn’t believe how sad it was. I bet I could increase their sales 50% at that location within 6 months.
Matt B
Feb 11, 2018 at 8:15 am
I too agree. I have been going in these MB stores for years. Love the merchandise options but the staff is rude and overbearing.
Joe D
Feb 10, 2018 at 2:36 pm
There is one in Irvine, about an hour away. If only it was closer. I’d pay the $99 and you get 30 minute launch monitor sessions for a year.
Bruno
Feb 10, 2018 at 12:49 pm
Visited the Las Vegas store and it was like a boy in a candy store. I bought some overpriced tees and fled before I made a big mistake. 😎