I find that the best ideas have already been invented by a PGA Professional somewhere.

“We like to try and reach out to the golfers who don’t visit enough and get them to join us for a fun round. There’s a big upside to those members playing more golf.”

So said, Ryan Kennedy, PGA Professional, when I visited him at a Southern California club that was pumping on a mid-week day afternoon.

Ryan was running a 9-hole, Par 3 Championship, for the club that day, with a gala dinner afterward. It was the approach to filling the tee-sheet and then how they finished each golfer’s round, that interested me.

Before the tee-sheet opened, Ryan and his professionals, took a list of 100 golfers who’d played the least golf in the previous year, emailed and, if required, called them all with a personal invitation to the event.

“Golfers who don’t play much are often not having a great experience out on the course when they do get out. Nine holes, with none longer than 150 yards, means they are likely to have a good experience and finish wanting more”.

Another brilliant move Ryan and his team made was to have a Professional on the back of both finishing holes to welcome golfers home and book as many into their next round as possible (especially their occasional golfers).

Today we’ve built systems that allow a PGA Professional to manage ‘care groups’ of golfers. That way, we can target Professionals at improving retention and activation (more spend) of especially the occasional golfers.

The genesis of those systems was 90 minutes spent with Ryan Kennedy.
Thank-you Ryan.

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