The Seasonal Shift

Golf Is Largely Weather Dependent

To work in an industry that is driven primarily by the weather and seasons, requires a lot of patience, planning and strategic budgeting.

A big learning

I began my training as a golf professional back in October 2016, and got a shock as the season had already begun to close. The clock had gone back the hour, and only the hardcore members of the golf club would show up on those freezing-cold mornings in December to play a 14 hole competition, on temporary greens!

money 2

I began to wonder, how could any professional could make a healthy income money under these circumstances, given that some days, you may only see a handful of (potential) customers!

As the months rolled on, the temperatures began to rise, and the evenings “stretch”, our pack of 800+ members began to show face again, and the golf season was underway.

Timing

The golfing season is very predictable in Ireland, beginning in April and lasting until September. It can hit you like a wall, after spending months wondering how to get customers in the shop door, you were now wondering how long should the door be left open! You have to take advantage of the busier months, especially with retail, when you might have equipment or merchandise that can date easily, before the good weather golfers walk out the gates for another 6 months.

Golf,Player,Thinking,About,Game,Strategy

You have to be strategic

From the golf professional’s point of view, this will require some strategic budgeting, for themselves at home, for their staff, and for their business. I have heard of some professionals leaving their club payments (e.g. team coaching) until the winter-time, giving them a welcome boost during the quieter times. Those who are lucky to get an annual lump-sum of monies from their club, often leave it until the winter also.

Other strategies a PGA Professional can take is to set up classes, for example “yoga for golfers” or use their TPI qualifications to build fitness classes, again increasing their revenue during the winter months. Activities like these can help build relationships with members you may have never seen, and generate a large revenue increase, when swing coaching is going to be quieter.

Learning curve

It has been an interesting learning curve to see the dramatic shift between the winter and summer in the golfing industry, and as most professionals in Ireland will tell you, they are looking forward to some rest and down-time after a very hectic (and successful) Summer!

Gary

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