S7 EP 06: Change Your Role to Increase Your Income & Grow Your Bottom Line
One thing we could probably all agree on is that traditionally the golf industry is pretty resistant to change. Look at the way we staff our golf operations with a Head Professional and X number of Assistants. That’s been the model for as long as anybody can remember. Add to that the scope of the job for everyone on the staff from teaching some, running events, doing some merchandising, etc. It’s been the same for a long time. As we know we’re either in or approaching a crisis in the golf business. We need more Golf Professionals and while there are differing views on how we’re going to find them, no one has their finger on the definitive answer. With that said, with challenges like these come innovation and now is the time to start thinking differently about how we structure the jobs at our facilities. At the forefront of this are two players in particular. The first, Club Corp, isn’t really known for innovating in the employment department within our industry. The second, Retail Tribe, is dedicated to helping clubs and Golf Professionals grow their business. The marriage between the two has created a new role for the modern Golf Professional that is revolutionizing how we view the impact a Golf Professional can make on the bottom line. In a nutshell, as you will hear, Club Corp took traditional teaching professionals and Assistant Professionals and started incentivizing them to engage with members, develop programming, and generate excitement around the golf program. In turn, the Professional receives a cut of membership dues, program revenue, membership retention dollars, and spend on other items at the Club. Because they found that the more engaged a golfer is, the more the use the facility and the more they spend. And who better to engage golfers than a PGA Professional. It’s something that when you say it out loud, you respond with “of course”. But only now has someone stepped up and rewarded the Professional for the true impact they’re making. This model has been so successful, that Club Corp is rolling it out at every one of their facilities. That’s right, all of them. Take the time to listen to this entire presentation that GBN hosted at the PGA Show this year. This model has the potential to revolutionize how Golf Professionals work and could save the industry in a time of crisis. Yes, it’s that powerful. Here’s GBN's presentation with Ian James, the CEO of Retail Tribe, Mark Gore, the Sr. Vice President of Golf Operations at Club Corp, and Matt Anzalone, the Regional Vice President of Player Development at Club Corp.GBN is the leading private network for today's most successful PGA Professionals. Exclusive events at premier facilities, vendor partnerships to grow your business, education to increase your knowledge, and access to the top Professionals in the industry are just some of what membership in Golf Business Network will get you. Go to www.golfbusinessnetwork.com to find out more and become a member.