Back in 2007 one of my first PGA assignments was on the subject of, ‘What can club professionals do to compete with the rise of independent golf retailers and the internet?’ Almost 20 years later, it is still an important question and one that every professional needs to keep asking themselves. Now there are even more threats to the livelihoods of the club professionals with the rise of reselling websites, large wholesalers and with their next day delivery promise, the mighty Amazon.
I might not be the right person to write this piece, having set up an independent golf academy and retail business nearly 10 years ago, but I have worked at many golf clubs, for many head professionals, and as an independent retailer, we are not completely immune to the effects of the larger chain stores and the internet.
Back to the question at hand, which as you may have suspected, isn’t one with a straightforward answer. There are many factors that will determine a club pro’s success in gaining and maintaining member loyalty, so let’s consider some of them.
The Role Of The Club Pro In An Ever-Changing World
Traditionally the role of the club professional is to be the face of the golf club and the first point of contact for members and visitors alike. They are masters of their trade offering a multitude of services from golf tuition, club repairs, custom fittings, retail services and running competitions. Yet there is so much invisible work that goes into being a well-respected and successful club pro, from creating a welcoming atmosphere to being invested in the wellbeing and happiness of their members. They are the ones on the front line day in, day out looking after all who enter the car park.
(Image credit: Getty Images)
The traditional contract of a professional receiving a good retainer from the club to provide member services has seen a lot of changes over the years. Many clubs have drastically reduced retainers or have got rid of them altogether, taking the shop in-house to save money, but often this tactic will result in a further disconnect of the club professional who devotes their life to the club and can leave them feeling undervalued.
Loyalty Should Not Be Assumed
As the saying goes, ‘To assume makes an ass out of me and you’ … Back in the day when there were no other options or many choices for golfers, members would have certainly turned to their club professional for all their purchases and golfing needs. The club professionals I worked for who…
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