Opinion & Analysis

Morton’s Golf Shop: Designed for Golfers of All Kinds

Published

10 years ago

Apr 27, 2016

Maybe you’ve already discovered Morton’s Golf Shop in Sacramento, California, or its internet counterpart, Morton Golf Sales. If you haven’t, and you’re a GolfWRXer, you’re in for a pleasant surprise. From hard goods with custom options galore to apparel and shoes, Morton’s is a full-service golf retailer, dedicated to being responsive to its customers. In doing so, many of its loyal customers would argue that Morton’s has truly done the work to differentiate itself from competition in order to stand out as a leader in golf retail.

In that spirit of evolution, Morton’s has introduced a couple of new, but not necessarily original concepts into its Haggin Oaks Golf Super Shop over the past three years. The first concept is the addition of concept stores within the larger context of the Super Shop dedicated to lifestyle brands: Under Armor, Puma and Travis Mathew. Those were added to the existing stable of concept stores developed for Nike, Adidas and Jamie Sadock. The second concept is the use of “style bar,” where at no cost to the customer (i.e., you), Morton’s offers the use of a personal shopper to help develop your style.

The Concept Stores

While it may seem obvious, the benefit of the concept store for the consumer is it concentrates your favorite brand in a single, dedicated area. So instead of maneuvering around the store trying to throw together an outfit for Saturday’s club championship or your upcoming golf trip, if you love Under Armour it’s all right there for you to check out.

For those of you wondering about the metrics, generally they suggest that players (of all kinds) are increasingly becoming dedicated to a single brand of apparel and accessories. Again, the concept store in that sense simply assists customers in finding what they really want and need before going to play golf.

With respect to Morton’s in particular, its offerings within the concept brands are thoughtful and typically the product of the talented people behind the scenes at the Super Shop. As much as anything else, however, the concept brands are a by-product of the idea that “clothing is equipment for the body.”

Whether it’s the actual concept brands, or the new window cut in the side of the Super Shop where a genuine half of a Volkswagen bus acts as a billboard on the outside of the building and modified to be a fixture on the inside for Travis Mathew, the stores at their core are designed entirely to serve the customer. And for those not dedicated to a particular brand, but remain nonetheless curious about what Puma may have to offer, it’s easy to locate and explore, as well as makes the brand approachable.

If you are not in the Sacramento area or intending to visit any time soon, Morton Golf Sales is truly the Internet arm of the Super Shop. Online orders are fulfilled by Super Shop inventory and as a corollary, the electronic experience is pretty darn good, too.

The Style Bar

Common to many high-end department stores for years, if not decades, is the idea of a personal shopper and so-called “style bar.” Morton’s has 18 club fitters on staff and is known as an industry leader in that arena, so the natural next step was to take that expertise into its soft goods business. Part of that result is Morton’s new Style Bar, a concept likely to be available in many other brick-and-mortar operations soon.

Staffed by six expert personal shoppers, and complimentary for customers, the Style Bar involves setting an appointment (over the phone, in-person or even electronically) with one of those shoppers to discuss favorite brands, styles, colors, sizes and needs. The product of that appointment is a second interaction where Morton’s new display room is populated with multiple golf outfits from head-to-toe, which are stylishly laid out for your consideration. Further, upon arrival, customers are served with a complimentary glass of Chardonnay in a Style Bar wine glass for you to take home.

There’s no pressure to buy and Morton’s promises a fun, zero-stress experience, whether you are intending to buy or just browsing. And to that point, as part of the original booking appointment, your personal shoppers will also cover broader concepts such as your budget and overall goals for the process.

The Style Bar was introduced in March 2016, but Morton’s has already had a wide array of customers take advantage, from a high school golf team trying to coordinate new uniforms to golfers prepping for their next vacation to regular customers excited at the one-on-one attention. Whether you need to update your wardrobe for the summer season or have an invite to Augusta National Golf Club and need qualified advice on proper attire, the Style Bar offers the chance to get things just right.

Again, for those of you unable to make it to the Super Shop in person, don’t be discouraged. Morton’s has successfully used alternative methods (email and video-conference) to get pictures of outfits based on telephone appointments to interested customers without significant hassle. The result in both instances was a satisfied customer with several new golf outfits to fit their budget and need.

Opinion & Analysis

5 Things We Learned: Thursday at the PGA Championship

Published

2 weeks ago

May 15, 2026

Ronald Montesano

Aronimink is not a storied club, but when Donald Ross himself proclaimed it to be as good as he can design and build, one had to take notice. Jay Sigel was the pre-eminent male amateur golfer from the mid-1970s to the mid-1990s. He might have called any number of Philadelphia clubs home, but he chose Aronimink. It served him well. Gary Player won a PGA Championship here in 1962, and was followed by the 1993 winner … nobody. Aronimink gave that event away to Inverness, for reasons of which it is certainly not proud. So be it. We had to wait sixty-four years for the PGA to return to Newtown Square, but here we are. Aronimink has been neo-restored by Gil Hanse and team, to return Ross features with an eye toward defense against the dark arts, errrr, high-tech equipment.

Day one saw Rory McIlroy and Bryson DeChambeau dig big holes, to the tune of plus-four and plus-six, respectively. Since the first-round lead will be minus-three at worst, many shots will need to be made up for the power couple to reach contention. By nightfall, seven golfers held the day-one lead at three-under par 67. Shots and sticks caught our attention, and we are proud to present Five Things We Learned on Tech Thursday at the 2026 PGA Championship. Thanks to InsideTourGolfer, Today’s Golfer, and GolfWRX for initial equipment research.

First, meet Min Woo Lee

Min Woo Lee, aka Dr. Chipinski, has once again thrust himself into the conversation of Can he, will he, when will he? Lee has so much talent, wins not nearly as often as we believe that he should, and has no major near-misses (much less titles) on his wiki. The young Aussie is getting older and wiser, but is he able to avoid the scarring that holds the older and wiser back from breaking through? Philadelphia offers another opportunity. Min Woo signed for five birdies and two bogeys on day one, and grabbed a share of the opening-day lead at Aronimink. Winners transcend history and the moment, and Lee will need that sort of ascent to lift the Wannamaker on Sunday.

Second, meet Aldrich Potgeiter

The young South African golfer can rip driver with the best of them. Aronimink tips out at nearly 7400 yards, but beyond the fairway bunkers that ensnare only the mortals, Potgeiter can take his chances with wedge from the rough. On Thursday, he spent plenty of time in the spinach. Like Popeye, he used his muscles to gouge and thrash and dig his way out. Six birdies against three bogeys on the card brought AP in a three deep.

Third, meet Martin Kaymer

Not a major event takes place without a where’s he been throwback moment. We know that Martin Kaymer left the PGA and DP World tours for LIV golf, but the two-time (US Open and PGA) major winner has a lifetime exemption into at least one major event, and he seizes the opportunity each May. Kaymer joined the six-seven brigade with four birdies and a solitary bogey on day one. Kaymer was never a long hitter, and the years are kind to no golfer. The German champion will need to uncork every bottle of guile and strategy in his cabinet to remain in contention. For today, though, he occupies a rung on the ladder of Tour Tech.

Fourth, meet Scottie Scheffler

Let’s see, he’s the defending champion at the PGA, and he found his way back to the top tier with five birdies against two bogeys. To be a favorite and then play up to that stature and expectation is quite difficult. Just ask Rory, Bryson, and some of the other pre-tournament heartthrobs. Scheffler’s game is complete, and to knock him off the OWGR #1 pedestal, one needs to defeat him at the majors. Aronimink is the sort of course that fits Scheffler’s game. Better yet, it unfits the game of many of his challengers. Don’t expect Scheffler to go away anytime soon. Come Sunday, he’ll be around.

Fifth, meet Stephan Jaeger

Clocking in for the unheralded players shift are Ryo Hisatsune and Stephan Jaeger. Hisatsune logged seven birdies on day one, but gave most of them back with four bogeys. Still, he’s tied at the top for a time. Jaeger pitched five birdies against two bogeys, including a run of three consecutive, from holes four through six. Odds are that one of the two will hang around through 36 holes. Odds also suggest that both will be gone by Saturday evening. Still, the PGA Championship has historically been the major most likely to be won by an under-known. Both Hisatsune and Jaeger feature on that list, so good luck, lads!

Club Junkie

Club Junkie’s Titleist GTS driver fitting results!

Published

2 weeks ago

May 14, 2026

Brian Knudson

On this episode of the Club Junkie Podcast, I head to the Titleist Performance Institute for a full driver fitting with the new Titleist GTS lineup. We dive into the fitting process, talk about what made the biggest difference in performance, and break down how the different GTS heads and shaft combinations compare on the launch monitor. If you are thinking about a new driver setup for this season, there is a lot to take away from this one.

I also get into Brooks Koepka and the gear setup he brought to the PGA Championship, including the putters that caught my eye during the week. There are some interesting equipment trends showing up at the highest level right now and we break down what stands out.

To wrap things up, I talk about reshafting a few wedges, what I learned during the process, and swapping an adaptor onto a new shaft for another build project in the shop. A gear packed episode from start to finish for anyone who loves golf equipment and club building.

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Club Junkie

Club Junkie WITB, week 16: New Titleist GTS woods!

Published

2 weeks ago

May 14, 2026

Brian Knudson

Excited for this week’s WITB as we get to add the new Titleist GTS woods to the bag! I was fit at Titleist’s TPI facility in Oceanside California a few weeks ago and my new clubs just showed up. I am also adding a cool set of irons that I built last year some wild custom wedges into a new golf bag. Speaking of the bag I have a new Ghost Anyday Black Ops stand bag that I will be using on my Motocaddy Remote M7 electric cart.

Driver: Titleist GTS3 (11 degrees @ 10.25)
Shaft: Fujikura Ventus Red 6s

3-wood: Titleist GT1 3Tour (14.5 degrees)
Shaft: Graphite Design Tour AD CQ-7s

5-wood: Titleist GTS (18 degrees)
Shaft: Fujikura Ventus Red 7s

9-wood: Titleist GT1 (24 degress)
Shaft: Fujikura Ventus Red 7s

Irons: Bettinardi CB24 (5-PW)
Shafts: KBS C-Taper Lite 110 stiff

Wedge: TaylorMade MG5 (50-09 SB)
Shaft: Mitsubishi MMT 125 Stiff

Wedge: TaylorMade MG5 (56-12 SB)
Shaft: Mitsubishi MMT 125 Stiff

Wedge: TaylorMade MG5 (60-08 LB)
Shaft: Mitsubishi MMT 125 Stiff

Putter: Dan Carraher ZT Proto

Ball: Callaway Chrome Tour

Bag: Ghost Anyday Black Ops Stand Bag