Golf: A work in progress

Many years ago I worked for a golf entrepreneur. He was building what in time would become a strong regional powerhouse. On any given day a customer or industry rep would ask about the state of his business: “How’s it going?” That question would echo throughout the shop all the time. The answer would always come back the same: “it’s a work in progress” was the consistent, robotic reply. That answer would eventually get stuck in my head. For years, the answer was always the same. There were times it made me mad. Not because it was the answer given aimlessly, without thought, but because the small team pushing that progress was always left out of the response. Certainly we, as young people, learning the business, were too a work in progress. For us, it came down to recognition; striving to have the team feel good for the growth the organization was achieving. Our world was changing, but the answer always came out the same. Certainly, a leader never tells the true tale. At the same time our team deserved a pat on the back for the effort and the results. 

In the year 2023, we find so much about the state of our game and business “a work in progress.” Many factors are taking what was once a niche business, a traditional game, turning it now into one of the hottest pastimes in the country. The game is expanding in many new directions as more and more people are swinging a club for the first time. This work in progress is more than 600 years old, yet it feels new, certainly refreshed, due to the ways people now experience the game. This post will talk about three reasons why the game is not the same game played decades ago, the game many of us knew. Here are my three opinions:

The all new, amazing practice range: It has been incredible to watch so many people become attracted to golf through the new, high tech entertainment practice center. What’s even more incredible is seeing the advances in what was once simply 16 acres of grass, a shed and a tee line. It was once that place to beat balls, grab a golf lesson, and build a game. Now you can swing a club or two with friends, compete in friendly, fun competition, driven by technology, while enjoying state of the art food and drink. Thanks to smart people and technology, you can eat, compete, and enjoy the game without ever looking for a lost ball. Millions of people have become golfers through this 21st century practice center. How might you convert your range by adding a few modern, game-friendly features?

The indoor simulator: Simulators are moving the game beyond sunset and even a poor weather forecast. Simulators are now built with amazing technology that will not only transport golfers to world famous courses but then even simulate the difficult lies that tend to grab us all during a round with friends. This new technology is available just about everywhere, including for the home. Simulators are a great advance for the game and for millions of people who want to enjoy golf beyond the 18th green. They are also changing the fortunes for many golf courses as they add round, lesson, and even event revenue, far beyond the daily tee sheet.

Other advances: The game is changing all around us. Other advances include: the way we measure distances; all new self-powered walking golf carts, and entertainment attachable to the gas or electric cart. I think I can say it: golf is a serious work in progress! It is something to behold. With all of these opportunities to up the game and the business, how might you add assets and features to drive traffic, interest, and sales? What new profit centers make sense for your property? 

Although never before a part of traditional golf, many of these ideas are game changers. Whether adding a distance measuring option on your range, a simulator or two inside the clubhouse, or other ways to build a bigger bottom line, isn’t it time to take a deep dive into what the modern golf club can be? No doubt, your grandfather would not recognize much of the new offerings. In time however, I believe many facilities will be adding assets, fun things to do before and after the round. It is important to know what is possible. With the game in a true growth spurt, and moving ever younger, it is vital to understand how these new products and technologies are changing the way people approach the game. Taking a line from my former boss, the line the team once heard even while sleeping: the game today truly is…a work in progress.

Jack Dillon writes the In My Opinion posts. Jack has written for GolfIncmagazine.com for 12 years. He is an author and consultant. Jack is a hands-on golf expert, able to help your club improve service, operations, communications, and the golf shop. Contact Jack for more information or to schedule a Free Zoom to talk about your club. You can reach Jack at jackd@careerdividends.com or at 407-973-6136. Jack lives in Orlando.