Andrew Rice, one of five TrackMan University Masters in the U.S., is the director of instruction at Berkeley Hall in Bluffton, S.C.

Andrew Rice on the importance of creating a “biggest loser” contest to reward your students:
As a way to create excitement about instruction and to monitor the success of each of my students, I started a “Biggest Loser” program at Berkeley Hall last year. This idea was first presented to me by one of my peers. This two-month-long program, during one of our two peak seasons (spring or fall), is designed to find the student who has the largest decrease in handicap index percentage. Students buy a package of six lessons that they can use whenever they want during the two months. They each receive a reduced rate of roughly 20 percent less than the normal cost for lessons and also receive complimentary access to clinics on Fridays during that time period. Prizes are awarded throughout the two-month period to reward those who are in the lead at certain stages. The winner of the contest will usually take home a new driver and driver fitting. We start and end the contest on handicap revision dates.

Andrew Rice on the business impact of creating a “biggest loser” contest to reward your students:
The biggest significance to offering the “Biggest Loser” contest is the sustained commitment that your students have during the two months. Since they commit to a lesson package, which has to be used within a small window of time, you are guaranteed a quick financial return on your product, rather than a package that drags out over an entire year. I offered the program in 2011 with a small amount of marketing as a test to see how it would be received. I asked four students to participate. The members received the program well and I anticipate approximately 30 students to participate when I offer the program toward the fall of 2012. The cost for the program is $550 per student (total revenue of $2,200 in 2011). I contacted a major club manufacturer to help with the prizes. Hats, balls and a driver were all donated, which helped to keep my costs down. As an instructor, it is rewarding to see a friendly competition amongst members and to track their progress.