Launches Updated Brand Identity

tgw, the world’s largest online golf retailer, announced today it has launched an updated brand identity featuring a new website, logo and tagline: tgw. The sweetest spot in golf.

“Our new look better delivers on what the modern marketplace demands and better matches the attitude and expectations of our brand partners,” said Lee Pavelka, Vice President, Marketing, “But most importantly our new brand better matches how our core customers see us, setting us up to deepen loyalty among existing customers and expand our base. The rebranding process began with those customers. We conducted focus groups and qualitative and quantitative research to better define who they are, what their needs are and what they look to us to deliver every in every interaction.”

“Just like sweet spot on the clubface that launches the ball out of sight, our message is that the perfect place to make all your golf experiences complete is tgw. We want our customers to think of us as their sweet spot for game-changing clubs, style-setting accessories and industry-leading customer service, all geared toward making their passion even more perfect,” continued Pavelka.

The re-designed website features simple navigation, a cleaner home page, less clutter, and easy access to the products and deals golfers are looking for. Designed with the core customer in mind, tgw helps golfers get to the deals as quickly and effortlessly as possible.

The total buying experience provided by tgw includes a large selection of all major golf brands at the best prices, discounts and deals available, a best-in-class website, and great customer service. Customers save time and money on broader choices, enjoy convenient shopping and online price comparisons, and receive fast delivery with no risk because there’s no hassle to return.

“In spite of considerable headwinds in the golf industry, management and ownership is still bullish on golf and, in particular, our position in the industry – offering an online focus and serving driven golfers who love finding a deal nearly as much as they love finding the fairway,” added Pavelka.

Customers who shop at tgw will continue to receive the same world-class service they have come to enjoy, including a 30-day “Mulligan Playability Guarantee” on clubs; price match guarantee, 90-day risk-free guarantee and free shipping on custom clubs; fast, easy exchanges; pre-owned clubs for sale and trade-in; and corporate customization and personalization.


From internet golf pioneer to industry leader, took its first order in April 1998 and became one of the world’s first online golf retailers. Based out of Wichita, KS, tgw started as a small family-operated business with only four full-time employees. The company has since grown to approximately 250 team members. Now, with over 230,000 square feet of warehouse space devoted to over 40,000 golf products, is the Sweetest Spot in Golf.’s growing success and positive customer feedback ignited a desire to venture into other sports industries. The company now includes BaseballSavings, SoftballSavings and SoccerSavings sites. With a combined inventory of approximately 75,000 items, the tgw family has earned a reputation as the go-to online source for not only the best golf products, but the best baseball, softball and soccer gear as well.

In 2013, Northern Tool & Equipment, Burnsville, MN, ( purchased the family of brands along with sister company, The Sportsman’s Guide ( A privately held company, Northern Tool & Equipment operates over 80 stores in 17 states and a sizeable ecommerce and catalog business.

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