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.

Journeys and coaching

Lorin Anderson, on the Proponent Group’s Facebook pages, asked whether he was wrong to start: “daring to think... that in an odd, unexpected way, the coronavirus pandemic could be a boost to get more people to take up the game in the coming months and years. Do we dare to dream?”

Dee Forsberg stated, “the pre-COVID barriers of free time have lifted for a particular class of golfers. Huge opportunity for us as an industry.”

Ken Hughes (, a leading consumer behavioralist, in a webinar entitled "The Captive Consumer" thinks that you have an enormous opportunity to thrive. He believes you need "active outreach", and "human connection". Those consumers also need to see an opportunity for the value they want from the game.

I repeat Friday’s question:
What journey do you have planned for them?

If the journey is the same old, same old, then we will have some benefit, but it won’t be sustained. Lorin and Dee are right. But don’t dream. It’s time to do something different.
And now’s a good time to reflect
Are you really "aware" of what drives certain consumer types and what "value" your customer really wants, and what barriers and obstructions exist to them gaining that value.
Anna Liotta’s book should be essential reading for every PGA Professional. It will give you the awareness to allow you to improve your communication with many different people. Invest in your “awareness”.

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