Brad Patterson, the 2011 Central New York PGA Section Teacher of the Year, Player Development Award winner, and a GRAA Top 50 Growth of the Game Teaching Professional, is the PGA director of instruction at Foxfire at Village Green in Baldwinsville, New York, Battle Island State Park, in Fulton, New York, and Silver Creek Golf Club in Waterloo, New York.
Brad Patterson on the importance of growing the game through couples instruction:
This past spring, for the fourth consecutive year, I offered a half price one-hour lesson “deal” through our local TV affiliate, and over 70 percent of the purchases had been made by females for their male counterparts, for use together with their spouse or boyfriend. While some instructors may teach couples separately, I have been encouraging couples to take lessons together by buying two of my half-priced hour-long lessons. My program empowers each one to a greater level of improvement in their own swing and the improvement of their partner. I found that the most important aspect of the couples lessons is to drive home the key points of each player’s key swing elements with their partner so they know what to watch for when they are playing together. The three of us together is a far more powerful learning situation than just teacher and student. The first lesson with the couples is centered around the full swing and the second is purely on short game, which would have been missed by giving just a one-hour lesson to each person individually and invites the couple back a second time. Once again, it provides a chance for more facility and instructor revenue growth.
Brad Patterson on the business impact of growing the game through couples instruction:
My TV affiliate program resulted in 146 instruction sessions sold, of which over 100 were couples lessons. The opportunity to produce incremental revenue from each student is tremendous; long-lasting relationships and referrals have been established and I, along with my facility, have been reaping the benefits. In the end, this simple adjustment has led to more range revenue, equipment sales, additional instruction packages sold, and most important, family unit growth of the game.
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