I find that the best ideas have already been invented by a PGA Professional somewhere.
“Coaching is NOT Player Development”.

So said Mike O’Donnell when I presented him with data showing the correlation between increased golfer participation, spend, loyalty, and golfers investing in coaching. 

I looked at data from his own PGA department that showed how PGA junior league was creating between $5 and $7 spend at the club for every dollar spent on the junior league. I looked at examples where it was $20 to the club for every dollar on coaching.

I eventually realized that these spend improvements, while welcome, were an accidental result of engagement.  

In those cases, just as you can predict a spend on golf balls for every  100 rounds of golf played, you can predict that there will be increased spend as a consequence of a coaching engagement.

But that doesn’t make it player development!
Mike opened my mind to the management of the golfer’s journey in the game. Not as an accident of their own ambition, but as a relationship that includes proactive management of the golfer’s steps towards a better experience and more value from their relationship with the club, community, and the game.

That was the #gamechanger that helped us put all the other bricks of knowledge we had discovered in place.

If you think like that, then the PGA Professional becomes the real and only engine of growth in our industry.

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