I find that the best ideas have already been invented by a PGA Professional somewhere.
Just when you think you’ve understood something, if you’re lucky, someone shows you another layer of understanding.

After going through data from 8 clubs several years ago, I thought I’d had a eureka moment. Golfers being coached increased the amount of golf they play, the amount they spend, and statistically, if they were a member, they renewed their membership.

Thrilled and enthusiastic, I presented my findings to anyone who’d listen. Then I ran into Mike O’Donnell, a new executive at the PGA of America:

“Coaching is NOT Player Development”, he stated.

I was outraged. Fortunately, though, I kept all my negative thoughts about his obsession with ice hockey to myself and tried to understand what he was saying. It made no sense with the evidence I had at hand.

We are where we are in our thinking today because of Mike's thought. For me, it opened the door to understanding how unaligned our industry is.
What we’ve done at 13 clubs (and are now doing at another 25 clubs around the world), HAS ONLY STARTED to align the golfer, the golf clubs, and the PGA coaches. Just by starting that process, the results have been spectacular. If you haven’t read our summary of the results, then

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