Grow The Game--Just a Thought

    I am not a golf pro, and I don't play one on TV.  However, I do know many pros. As I have stated in many of my posts there are many attitudes that have to change in this great game of ours. One of the attitudes is the exact nature and duties of the club professional. It was my intention to write a post on this, but I think this post on FaceBook by Brad Patterson pretty much sums it up. I know it is pretty technical, but I think you may enjoy it.

Psychology Shift 101. Would you send it?

Mr Mark Jones
Golf Committee Chairman
XYZ Golf Club
123 Golf Lane
Utopia, USA 99999

Dear Mr. Jones,

Allow me to join in your current enthusiasm as you embark on the journey of finding and placing a new Head Golf Professional. Such an honor on your part means you'll be placing the most integral component of your golf program in place for many years to come. However, the requirements of the individual you're seeking might be a bit skewed. Allow me to help you correct the mistakes I see as a veteran industry professional.

As the PGA celebrates its 100th anniversary this year we're all reminded of the pro's first stated mission on that first day a century ago; to grow the game of golf. As I look at the list of "Required Skills" you've put before us in the individual you seek, you cite having considered background in tournament operations, merchandising, supervision of staff, business plans, and playing golf with all the members, and representing the club in area and national tournaments. Quite frankly, these are adequate skills required of a shop assistant or a non industry professional. Not a single one of these skills places an emphasis on growing participants in the game of golf. Further evidence confirming a non growth environment comes in your current membership being 60% below industry average and rounds played 70% below industry average.

As presented, you suggest your ideal candidate should expect to see revenues from golf instruction of 10% of their salary. Herein lies a major problem. Growth of the game of golf starts at the practice tee and works backwards to make the entire facility flourish. What you are actually in need of is a Director of Golfer Development or Player Development. As such, this individual will have a proven track record of creating new and inviting programs that excite people from every walk of life to run to your facility. A proven record of 30-50 times the cost of one golf lesson in new incremental facility revenue created. A record of creating one new member or family membership for every 5-10 lessons given. A simple approach to instruction that stimulates an average of 100%-200% referral rates for every class or clinic given. A welcoming environment for ALL golfers; men, women, juniors, leagues, military, veterans, businesses, and current members.

For too many years the golf business has seen the golf professional become a prisoner of the golf shop or a back room and as a result, golf's overall numbers are suffering; why your current numbers are languishing. Success comes in the form of change of approach and placing a superior individual where they can create true growth. Golf is the game of a lifetime. Yet, your requirements make no reference to making golf a lifetime sport at your facility. Do you realize even one open tee time means growth of the game is not being maximized at your club?

I would recommend you put in place an individual focused on providing this correct growth metric for the game of golf and XYZ Club. An individual that provides simple instruction that has people hitting their best in a few minutes or can have a new golfer hitting it beautifully inside 30 minutes. An individual that becomes friend and life coach to every junior golfer. An individual that realizes the game's greatest growth metric going forward comes from introducing golf to women and developing more exciting opportunities for them. An individual who realizes his/her employees are just as crucial to golf's growth going forward and mentors them also from the lesson tee backward to the pro shop.

Please do keep me apprised when this position as I've outlined becomes available at XYZ Club. I feel more than qualified to make these goals a reality for you and for the game of golf as a whole.

Regards,

John Smith
Top 50 Growth of the Game Golf Pros in the US

     Being just an average golfer Brad, yes I would send it. We need to grow the game of golf.  Yes the pro shop and course need to be profitable but that can't happen if people are not on the course or don't visit the course. A good percentage of those coming to the course have to be new players.  We need to bring new players to the game. 

     Thank you Brad for that article.  

Growing the game is more than what goes on in the pro shop.