Inside Eastward Ho!'s Golf Shop

Alex Elias

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Club history, golf course architecture, and present-day features like signature cocktails and custom signage all contribute to what makes a club truly special—but a club’s logo may generate more conversation than any of them. In recent years, guests at Top-100 clubs have regularly spent hundreds, and sometimes thousands, of dollars on hats, polos, and headcovers, with platforms like Instagram and Twitter having only heightened the relevance of club merchandise.

Witnessing the boom firsthand, Jeffrey Patrick, Pro Shop Merchandise Manager at Eastward Ho!, said, “It’s incredibly rewarding to see this much passion from members and guests for styles and pieces we’ve brought into the shop. It doesn’t matter how much you spend here—what matters is being greeted with sincere warmth and kindness and we hope that there is at least one thing that excites you enough to commemorate your experience.”

Determined to set Eastward Ho!’s Golf Shop apart, Patrick said, “I try not to be a trend follower, but rather a collection curator.”

While men’s apparel brands like Holderness & Bourne, Peter Millar, Greyson Clothiers, and B. Draddy remain staples at Eastward Ho!, Patrick introduced several new brands last season, including Field Day Sporting Co.
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“I’ve never hit the reorder button faster on something that was meant to be a small introduction,” said Patrick. “In fact, my reorder tripled the original order.”

Aside from apparel, Patrick introduced several new accessory brands, which he acknowledged saw the largest spike in sales. In particular, he brought in Dormie Workshop headcovers, telling the story of the club’s flag, the course’s elements, and a nod to its home on Pleasant Bay, as well as Forewind Golf headcovers, crafted by upcycling reclaimed sailcloth from around the bay at Chatham Community Boating.

“I love that our logo tells a story: Wind, Water, & Fescue—the elements that define our property,” said Patrick. “To be able to share that story through a beautifully executed accessory is what I enjoy.”

Ahead of the 2026 season, Patrick said, “I feel like we’re just warming up. While this is my third year, it will actually be my first full season, and there’s still so much excitement and buzz following the incredible Master Plan work by the [Kyle] Franz and Eastward Ho! teams. I want to hold on to that energy and build it into every experience we create at the shop level. We’re lucky to have such incredible partners and are thrilled to be introducing some new ones this year. I have a lot more stories I want to tell, and I’m grateful to have a home like Eastward Ho! to do it in.”