Brad “JR” Friend Named South Florida PGA Merchandiser of the Year for Private Category

Brad “JR” Friend Named South Florida PGA Merchandiser of the Year for Private Category

ATLANTIS, FL – Brad “JR” Friend, PGA Director of Golf at Boca West Country Club, has been named the 2019 South Florida PGA Merchandiser of the Year for the Private Category.

The Merchandiser of the Year is presented to the PGA Professional that has demonstrated superior skills as a merchandiser in the promotion of golf.

“This award is truly an honor not just for me but for the entire staff at Boca West,” said Friend. “It is a privilege working with a great group of dedicated individuals and this award is a culmination of all their hard work in making our golf shop truly one of the best in the industry!”

At Boca West Country Club, Friend and his team strive to provide an unparalleled experience for their members, guests and family. Friend holds his staff and expectations to the highest of standards, striving to satisfy each member and guest at Boca West during each visit.

Friend has formed a retail team featuring the best and most committed player, to represent his mission. From empowering themselves to make decisions that positively influence the retail operation to anticipating a problem before it occurs, these are just some of the qualities Friend looks for in his employees.

Friend’s success comes from his strong ability to communicate and network with peers. Friend stresses the importance of networking with the PGA Section and National award winners and top 100 Association of Golf Merchandisers Platinum award winners to gain insight into their best practices.

“Assistants and associates need to immerse themselves in every aspect of a golf retail operation,” said Friend. “They need to become an expert in all the details so that they can one day seamlessly step into the role as Head Golf Professional.”

The Merchandiser of the Year (Private) Award is one of the South Florida PGA’s annual awards. Each award recipient as well as Hall of Fame inductees will be honored at the SFPGA Annual Awards and Hall of Fame Dinner on November 12th at the Country Club at Mirasol. Click here for a list of this year’s award winners.