Nestled in the heart of Palm Desert along Highway 111, Pete Carlson’s Golf & Tennis has become an iconic sports retailer with a story as unique as the man behind it. Founded by Pete Carlson over 40 years ago, the store began as a modest operation, and through sheer dedication, exceptional customer service, and strategic adaptation, it has grown into a beloved institution for golfers, tennis players, and now, pickleball enthusiasts across Greater Palm Springs and beyond. With a sprawling 10,000-square-foot store stocked to the brim, Pete Carlson’s is a one-stop shop where shoppers can find everything from the latest in golf equipment to fashion-forward athletic apparel.
Humble Beginnings and Early Lessons in Golf
Carlson’s journey into the golf retail industry began in Oakland, California, where he worked at a golf pro shop under the mentorship of Don Sherwood, a prominent Bay Area golf retailer. Sherwood’s pro shop not only gave Carlson a firsthand education in golf equipment but also ingrained in him a business philosophy that he would carry forward: maintain a diverse, high-quality inventory and always cater to the customers’ needs. In 1980, after a year of working for Sherwood’s store in Palm Desert, Carlson struck out on his own, moving just a few storefronts down. With only a modest stock and a growing network of loyal customers who remembered him as the “friendly face” behind the counter, Carlson’s entrepreneurial journey had begun. Fast forward to today, and Pete Carlson’s Golf & Tennis is a far cry from its humble origins, though Carlson insists that the values he learned early on continue to drive the business.
Expanding Inventory and the Evolution of Golf Equipment
Initially, Pete Carlson’s Golf & Tennis specialized in golf clubs, shoes, and bags. Over time, however, Carlson recognized the need to broaden the store’s offerings. In the 1980s and 1990s, innovations in golf equipment, such as graphite shafts and lighter materials, revolutionized the sport. As brands like Callaway, TaylorMade, and Titleist rose to prominence, Carlson made it a priority to keep up with the latest models. His store became known for its extensive selection, often described as having “more inventory per square foot” than any other sports retailer in the area.
“We’ve seen incredible changes in the technology,” Carlson explains. “The shafts are lighter, and the materials have become more sophisticated, allowing golfers to play longer and hit farther.” This adaptation has proven invaluable to Carlson’s senior clientele, who benefit from equipment innovations that allow them to stay in the game longer and with greater enjoyment.
Pete’s is renowned for its massive inventory year-round
Carlson attributes much of his success to having the latest high-quality products in stock. “Golf equipment is always evolving, and our customers want what they see in tournaments and on TV,” he says. To keep up with these trends, the store holds an annual golf expo at the College of the Desert, attracting hundreds of attendees to try the latest clubs, apparel, and accessories. This February event has become a fixture in the local golf community and is a testament to the store’s commitment to staying at the forefront of the industry.
Edna Carlson: The Heart Behind the Scenes
While Pete Carlson’s name may be on the sign, his wife and business partner, Edna, is the force that keeps the operation running smoothly. Described by Pete as “the foundation” of the business, Edna handles everything from selecting the latest athletic apparel to overseeing employee management and behind-the-scenes operations. Her eye for quality and design has transformed the store’s apparel section into a standout department, particularly appealing to the female clientele.
“Edna is meticulous,” says Pete. “She spends countless hours reviewing vendors, attending shows, and making sure our store is stocked with fresh, trendy options. She handles everything that keeps us looking good, both literally and figuratively.” Her role in selecting inventory extends far beyond simple aesthetics. She ensures that the store is stocked with equipment and apparel months in advance, working with a variety of brands to curate a selection that meets the evolving needs and tastes of customers.
Edna’s contributions also extend to marketing and store design, ensuring the store remains welcoming and relevant. Her ability to forecast trends and stay ahead of the fashion curve has not only bolstered the store’s reputation but also built a loyal customer base that appreciates her thoughtful selection of brands and styles.
The Rise of Pickleball and Diversification
As the popularity of pickleball has surged across the country, Carlson’s store has adapted to meet this demand. What started as a small section in the store has since expanded to accommodate a growing inventory of pickleball paddles, balls, and accessories, as well as brands specifically catering to the sport.
“Pickleball has been a big boost,” Carlson shares. “It’s a more accessible sport that appeals to a wide range of people, including many golfers. We’ve seen tennis courts converted to pickleball courts, and the demand for gear is huge.” By catering to this new market, Pete Carlson’s Golf & Tennis has further cemented its role as a comprehensive sports retailer. While some tennis enthusiasts may have initially viewed pickleball’s rise with caution, Carlson sees the two sports as complementary, with many customers enjoying both.
Overcoming Challenges: The Pandemic’s Unexpected Impact
Like many businesses, Pete Carlson’s Golf & Tennis faced unique challenges during the COVID-19 pandemic. With social distancing and indoor restrictions, people turned to outdoor sports, including golf and pickleball, as safe ways to exercise and socialize. The store adapted quickly, meeting customers at the door and fulfilling orders with limited contact.
“We noticed a surge in new players,” Carlson recalls. “Golf courses were open when not much else was, and people wanted to get outside. We saw a lot of new faces, including younger players and families, which was great for the sport.” This influx of interest helped the store maintain business during uncertain times and even contributed to a renewed interest in golf among a younger demographic.
Staying Competitive in the Digital Age
With the rise of online shopping, many brick-and-mortar retailers have struggled to maintain a foothold. However, Carlson’s dedication to personalized service and his ability to foster relationships with his customers have allowed his business to thrive. Customers return not only for the vast inventory but also for the experience of shopping in a local store that feels like a community. In a world where many opt for convenience over interaction, Pete Carlson’s Golf & Tennis has managed to create a loyal following.
“It’s about relationships,” Carlson emphasizes. “We remember our customers, their preferences, and even their stories. When they come back, we pick up right where we left off. That’s something you don’t get from an online store.” Long-time customers from the Midwest and Northwest return each season, seeking the personal touch that Pete and his staff provide.
Legacy and Future Prospects
As Pete Carlson’s Golf & Tennis celebrates over four decades in business, Carlson reflects on the factors that have contributed to his store’s longevity. From a robust inventory to exceptional service, the store’s success is a blend of Carlson’s passion for sports, Edna’s behind-the-scenes expertise, and a committed staff. But for Pete Carlson, the most rewarding part of the journey has been the people he meets along the way.
“We’ve had pro athletes, coaches, and families come through our doors. It’s a joy to serve this community and be a part of something bigger than just retail,” Carlson says.
As Pete Carlson’s Golf & Tennis looks to the future, its founder remains optimistic. With golf and pickleball gaining popularity and an ever-evolving inventory catering to diverse clientele, the store is well-positioned to continue thriving in the years to come. For Carlson, it’s not just about business – it’s about passion, relationships, and fostering a love for sports in the heart of the desert.
