In this episode of The Fairway to Retail Success, Justine Cook sits down with Steve Risler, Senior Manager of Golf Retail at Whistling Straits and the 2026 AGM Merchandiser of the Year – Resort Category recipient. Steve shares how he built one of the most respected destination retail experiences in golf through a “prestige-first” philosophy—centered on curated assortments, limited-edition product capsules, and intentional visual merchandising. From balancing exclusivity with profitability to leveraging strong vendor partnerships and independent benchmarking, Steve offers a thoughtful look into what it takes to operate at a global standard. The conversation also explores how his team creates meaningful, memorable guest experiences, navigates the challenges of high-volume resort retail, and continues to evolve one of the industry’s most iconic golf shops.