What does a PGA Professional Bring to your Club?
05.05.2017
Times have changed and so has the role of the PGA Professional at club level. Nowadays, the modern PGA Professional is an invaluable asset to a golf club and it’s great to see how diverse and integral the role has become once again, the role of the PGA Professional is back where it belongs.
1. KNOWLEDGE
A PGA Professional goes through an intensive three-year training programme covering all aspects of golf club management as well as the physical aspects of playing the game. They have a broad knowledge of everything required to run a golf club and can be a great source of knowledge on a wide range of topics from membership to marketing.
2. REVENUE
This is a key area in any business but in a golf club there are so many ways to increase & control revenue. Why not engage with your current PGA Professional and ask their advice on this and see what they can come up with? Equally as important as revenue is cost control and again the training that PGA Professionals receive puts them in a unique position to advise and assist with this.
3. CUSTOMER SERVICE & INTERACTION
The person at a golf club who has the most customer interaction is the PGA Professional (43%, with the next person being the GM at 13%). They are the face of the club.Whether it’s a members competition on a weekend or a friendly fourball playing on a Tuesday afternoon, the PGA Professional is likely to be the person who greets you, explains the club policies, encourages you to have dinner or buy a shirt from the shop and this interaction can lead to repeat business and of course the increased market perception for your club.
4. ADVICE
More and more PGA pro’s are being asked to join in on committee meetings to offer advice and guidance.This is wonderful to see but many more Irish clubs could benefit from the input of a PGA Professional in this area.It shouldn’t only be competition committees, the PGA pro can be a useful asset in any committee, they know your club as well if not better than you do, they know all your members, they get direct feedback from every single visitor and surely that should make them the first name on the committee sheet? Don’t forget too that your PGA Professional is also a great source of knowledge on the latest equipment, clothing and many can even advise on some nutrition and exercise regimes if you’re so inclined – this is an under-utilised but greatly effective members asset.
5. LESSONS
Many people only see the PGA pro as just being someone you go to for lessons – obviously this is far from true but lessons are a big part of what a pro can bring to a golf club.If a member can get a lesson from a good PGA Professional at their home club then they will do so. Players from other clubs can come to your PGA pro for lessons too which increases the public profile of your club. Moreover the pro can give introductory lessons and programmes aimed at getting people into golf who have never played. This can result in membership increases and further revenues for the club. Did you know that if someone takes lessons they play 20% more golf, spend 65% more on F&B and spend 70% more on retail?
6. MARKETING
This is an interesting one as along with the pro and the manager, marketing was one of the first things to be cut when revenues dropped in Irish clubs. Through their personal contact with golfers your PGA pro is marketing your club, through giving lessons to non-members your PGA pro is marketing your club, through their interaction with other PGA pros and through them being very good at their jobs your PGA pro is marketing your club. It doesn’t always have to come down to spending money, but if it does then your PGA pro is well positioned to advise you on where is best to spend it. They eat, sleep, live and breathe golf, if it’s happening in golf they will most likely know about it so why would you not ask their opinion?
7. MEMBER RECRUITMENT & RETENTION
A recent survey found that 100% of people who took coaching lessons from their PGA Professional stayed as a club member the following year. That’s a staggering statistic when you consider the membership turnover in many golf clubs.When it comes to member recruitment the PGA Professional is probably the first person that any prospective member will meet. They will come in to ask questions, get forms or to play a round and see what the course is like. The pro can have a huge impact on recruitment and an educated, friendly face who knows about the club is the ideal person to have dealing with new members.
Source: irishgolfer.ie (http://www.irishgolfer.ie)
