A NEW golf supermarket has swung new jobs at its new flagship Hampshire store.

American Golf, Europe’s largest multi-channel retailer of golf equipment and accessories, has created four new jobs after opening a new 5,500 sq ft store in Hedge End Trade Park.

It replaces an older one based at Hedge End Golf Club.

American Golf chief executive officer Kevin Styles said the store will act as a model for new ones across the UK.

He said: “As there are a large number of excellent golf courses in Hampshire it made sense to open one of our new concept stores in the county.

“Our aim is to help golfers improve their performance by providing specialist advice and the equipment that is most suited to their game. “It is about saving them shots when they are out there on the course.

“We are confident this approach will be well-received by golfers in Hampshire and the surrounding areas.” The Hedge End outlet is more than three times the size of the previous location and is part of the ‘new concept’ stores American Golf is introducing into its portfolio. The site combines technological advancements such as virtual reality golf nets and video swing analysis, with advice from a PGA-qualified professional to help amateur golfers improve their performance.

American Golf’s operations director Peter Riordan added: “The new concept of the store we are introducing is a direct result of feedback received from our customers. “The research we carried out showed they want to understand how the right equipment can help them hit longer, straighter and improve their overall scores. “This is what we are creating in our new stores. The combination of technological advances, the widest brand offering and expert counsel from PGA professionals ensure that our customers receive the best retail golf experience in Europe.”

Originally founded by two golfing enthusiasts in a garden shed back in the 1970s, American Golf now has 103 stores across the UK and annual sales of £133m.