In this conversation, we welcome Christa Abbott, AGM South Central Regional Director and Merchandise Manager at Oak Tree Country Club in Edmond, Oklahoma. With nearly two decades at Oak Tree, Christa shares her journey from shop attendant to leading a dynamic, multi-faceted retail operation rooted in service, creativity, and community. In this episode, Christa discusses how member expectations have evolved, how she balances the operational and creative sides of her role, and the importance of building meaningful relationships within both her club and the broader golf retail industry. She also reflects on the value of the AGM community, offering insight and encouragement for those looking to get more involved. Whether you're a seasoned merchandiser or new to the industry, this conversation is full of practical takeaways and inspiration for creating a more connected, elevated retail experience.