Jennifer Morton rings up new targets for Association of Golf Merchandisers
By Lisa Goulian Twiste • October 1, 2024
Jennifer Morton
When Desane Blaney, longtime CEO of the Association of Golf Merchandisers, retired in 2022, there was little doubt who would be asked to fill her shoes. Jennifer Morton, a 25-year AGM member, had already helped set the organization on a new course with modern marketing ideas and innovative programming. Her ascent to the top spot last year has sent membership numbers and enthusiasm through the roof.
“I have a growth mindset and am solution-oriented and dedicated to expanding the AGM through networking and education,” Morton said. “My focus areas include merchandising, management and marketing, and I’m committed to fostering growth and development within the organization.”
The AGM was founded in 1989 to promote excellence in golf retailing by empowering merchandisers, sales reps and vendors through shared knowledge and resources. The organization has 850 members (a 27 percent increase since the end of 2022) and 180 vendor partners (a 35 percent increase) who meet regularly, share best practices and help elevate the profession.
“A golf merchandiser plays a crucial role in shaping the retail experience at a club,” Morton said. “They don’t just select the best products; they create inviting and strategically arranged displays that catch the eye and resonate with members and guests. By understanding what appeals to their audience, merchandisers drive sales and enhance the overall experience, making the golf shop a destination in itself.”
Morton traces her connection in golf retailing to her days growing up in Sacramento, California. At age 15, while attending a teen conference at the Great America theme park, she met Ken Morton Jr., whose family runs Haggin Oaks Golf Complex, one of the nation’s premier public facilities. They sat next to each other on a ride called The Revolution and have been together ever since, raising four children and recently celebrating their 31st wedding anniversary.
“I played softball and basketball growing up, but Ken was definitely my first introduction to golf,” she said. “Not long after we started dating, he showed up at my house with a brand-new set of golf clubs, and I soon became involved in the family business as a cashier.”
Jennifer Morton went to UC Davis and earned a bachelor’s degree in biological sciences with an emphasis on evolution and ecology in hopes of becoming a veterinarian. But after working briefly in a veterinary clinic, she switched gears and joined Morton Golf full-time, working in administration and as a merchandiser/buyer before becoming director of marketing and launching Morton Golf’s e-commerce division.
Jennifer Morton
“Ultimately, I want to increase community participation to give our members a stronger voice.” — Jennifer Morton
At the same time, she was making her mark at the AGM as a member of the education and marketing teams.
After helping launch the AGM’s Certified Retail Manager program in 2020, further empowering merchandisers in the industry, she was the natural choice to take over as CEO.
“The year 2020, with the impact of COVID-19, was a time of personal reflection for me. I wanted to explore new opportunities beyond the golf market in Sacramento and spread my wings,” she said. “Still, it was a very difficult decision to leave Morton Golf after 27 years. It will always feel like home to me.”
Under Morton’s leadership, the AGM has launched a weekly webinar series, expanded regional meetups for members, and plans to launch a podcast and develop a mentorship program in 2025.
“My goals include enhancing education and networking opportunities within the association and growing our membership,” she said. “We aim to expand our reach through partnerships and affiliated organizations. Ultimately, I want to increase community participation to give our members a stronger voice.”
