PGA Professionals are the potential ‘leaders of our industry’. That offers them so much potential, but they need to embrace a role with responsibility, and the development of a skill set that promises greatness.
Yesterday I asked whether the golfer coming into the shop to buy a set of Callaway MAVRIK Irons was “offering you the chance to manage a journey?”
We  all know, it’s a tremendous opportunity for the expert-guide to create another relationship with a golfer ready to dream a great dream. Right at that moment, you have the chance to ask the golfer, “why are you buying new irons?”

Effectively that is, “where do you want to go?” At a minimum, you now have the opportunity to use your expertise and help the golfer better understand what is required to get them to the destination.

And the beauty of that is, the purchase has moved from being a
transaction with a price, to a journey with so much opportunity for both you and the golfer.
A better future can be created
I have run a large number of workshops with General Managers, Directors of Golf, and Directors of Instruction (or equivalents) over the last months. One of the questions was, “what are the skills required to be a
good golf coach?”

I thought I'd go back through the list of all the answers and compile the skills they thought were required. But why don’t you start by making your list? Take just 120 seconds and go….


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