Nigel Oddy wins Executive Leader of the Year for transformative leadership at American Golf
Nigel Oddy, CEO of American Golf has been crowned the Executive Leader of the year at the People in Retail Awards 2024.
When Nigel Oddy stepped into the role of CEO at American Golf in April 2023, he wasn’t just taking the reins of a company in need of direction; he was embarking on a mission to reconnect with its soul. One of the first things Nigel did was seek out the original founder, one of the Bilton brothers, to gain insight into the brand’s roots. He recognised that to truly lead American Golf into a new era, he needed to understand its heritage and the passion that originally brought it to life. This gesture wasn’t about business strategy alone; it was about honouring the history and values that shaped American Golf, and it set the tone for Nigel’s leadership journey.
What followed was a year of transformative change. American Golf was facing a tough challenge when Nigel joined, having reported a significant EBITDA loss of £1.4 million and struggling with team morale amidst the broader cost of living crisis. Yet, Nigel approached the task with a clear vision and unwavering determination to revive the company’s fortunes.
Drawing from his extensive retail experience, which includes pivotal roles at Marks & Spencer, House of Fraser, and Matalan, Nigel understood that to rebuild American Golf, he needed to start with the people who made it tick.
He travelled the country, visiting every single store, meeting employees face-to-face, and listening to customers. This wasn’t just a box-ticking exercise; it was a genuine effort to create a culture of empathy, inclusivity, and customer-centricity. It’s this personal touch that helped him create an environment where team members felt heard, valued, and motivated.
Commenting on the night, Nigel Oddy said:
“I am unbelievably proud American Golf was acknowledged in several categories at the People in Retail Awards 2024. Finalists included Dan Mahon, Tom Silva-Perez and the American Golf Profit Protection team, led by Dave Martin, who were nominated on the night. I would like to congratulate all the Finalists and Winners – the amount of talent in the room was incredible.
“It has been a brilliant year so far at American Golf from launching our ‘Game Changers’ campaign to multiple store openings across the country. None of this can be achieved without our dedicated teams, Brands and partners, who continue to help the business go from strength to strength. A massive thank you to The Retail Bulletin and The People in Retail Awards for your continued support and recognition of American Golf and, of course, our people.
“I am also extremely proud to have been acknowledged by my peers at the People in Retail Awards 2024. To receive the ‘Executive Leader of the Year’ award is a huge privilege and it is a night that I will not forget”.
Key Achievements:
- Turning around the business: In a remarkable turnaround, Nigel led American Golf back into profitability within a year, achieving a £4.3 million EBITDA—a stunning £5.7 million improvement from the previous year. This not only erased the company’s losses but positioned American Golf to continue dominating its one-third share of the UK golf retail market.
- Creating a clear vision and strategy: Nigel crafted a concise and effective vision for American Golf, aspiring to be “the ultimate one-stop destination for everything a golfer requires.” He developed five strategic pillars—knowledge, value, inclusivity, experience, and exclusivity—to guide the company’s direction and growth.
- Customer-centric approach: Nigel’s emphasis on the customer experience led to the introduction of innovative services such as personalised golf experiences and free virtual driving ranges. These initiatives didn’t just attract new customers but also brought back lapsed customers, demonstrating how powerful a genuine connection with consumers can be.
- Revamping store experiences: Under Nigel’s leadership, the company piloted a ‘model store’ concept, starting with the underperforming Preston store. By transforming the shopping experience and making golf more accessible to newcomers, the store saw a 13% increase in sales compared to the previous period. This successful model is now being rolled out across the entire business.
Leadership and Team Development
Nigel’s people-first leadership approach is evident in everything he does. Not only does he know all his store managers by name, but he also established an open-door policy, fostering a culture of trust and open communication. When it came to addressing internal challenges, Nigel didn’t shy away. Recognising that employee turnover was an issue, he restructured the HR department into a ‘People’ team, focusing on talent development, employee recognition, and ensuring everyone felt valued. As a result, employee churn dropped to under 2% in 2023, indicating a significant improvement in staff morale and retention.
His efforts have made a real impact on every level of the organisation. By introducing leadership development programmes and encouraging his team to take ownership of the company’s vision, Nigel has successfully cultivated a culture of collaboration, inclusivity, and shared purpose.
A CEO who leads with heart and vision
Nigel Oddy’s approach goes far beyond typical corporate strategy. His willingness to honour American Golf’s heritage, coupled with his hands-on, empathetic leadership style, has not only turned the business around financially but also breathed new life into its culture. By focusing on people—both customers and employees—Nigel has redefined what it means to be a leader in today’s retail landscape. This is why he has been rightfully recognised as the Executive Leader of the Year.
