Are we under achieving, if we measure the number of golfers who invest in coaching?
Ryan Dodds, PGA Professional, got hold of me all the way from Mauritius (some people have a tough gig!) and gave me his perspective on market opportunity.

Ryan’s proposition is that if we think like Apple or Facebook or Southwest Airlines, then we create a market where one didn’t exist.

Ryan extends market opportunity to the economically relevant population within drive time of the club (public or private). That’s not just the golfers, but adults and juniors who have never picked up a club. That creates a very large opportunity figure.  

The benefit of thinking like that is the next step of marketing.

Ryan and his team have designed a marketing pathway that has at least one “Learn to Play” day every month for 100 prospects, which includes an introduction to golf and supper at the club.

The job of the Professionals is to convert as many of the 1,200 non-golfers they get through this program in year, into a learner package (adult or junior social).

We know other Professionals doing something similar. What I like about all of these initiatives is that it is a marketing pathway of small steps.

It starts with the huge market opportunity and pulls 1,200 prospects into the top of the funnel. That’s about $ 60,000 of warm leads for coaching (if you ignore the friends and family of the leads) from one marketing initiative.

What’s the value of 1,200 potential golfers to the industry? If a member at a mid-range club in the States is worth $ 100,000 (annual spend x years as a member), then it’s a big figure. Work that out. Wow.

Told you the PGA Professional was the most powerful marketing weapon in the golf industry.

Now imagine a thousand PGA Professionals working that same single initiative around the world and multiply again. It is sensational. Even I have underestimated just how big of an impact PGA Professionals can make for the whole golf industry.

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