Golf is in the sweetest of sweet spots. It is potentially the future for everyone. The challenge and opportunity is ours
I’ve looked at the emergence of “influencers” with a lot of curiosity. Some of them make so much money, but I struggle to see or understand the value they offer. Maybe that’s because I have little personal interest in the brands they promote.

Now a PGA Professional on the other hand. I can get my mind around their “influence”. In fact, I can measure it with real data.
250% MORE
In a survey of over 30,000 golfers at golf clubs, we found that a golfer was over 250% more likely to buy a brand of equipment at a club where that brand was stocked vs. a club where it wasn’t stocked – even if they intended to buy the brand at an off-course location.
400% MORE
It was data from Mike Heisterkamp’s performance at Chagrin Valley that alerted us to the fact that a golfer is many times more likely, up to 400% more likely, to join a golf club if the PGA Professional plays golf with them after they’ve made the initial membership inquiry.
75% LESS
Data from 2019 at 8 clubs shows that a golfer is 75% less likely to resign their membership if they have at least 1 lesson with a PGA Professional in the year.

I don’t think the “influencers” making huge sums of money, have anywhere near the level of influence over consumers that you do, if you’re a PGA Professional reading this.
Do you take the scale of your influence seriously? Do you treat it like a “business”? Do you deliberately try and grow your “phygital” influence?

You are in the sweet spot of an industry that right now is in the sweet spot of consumers. 

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