Justin Rountree, the 2024 South Florida PGA Section Merchandiser of the Year for Public Facilities, is the PGA of America Head Professional at Eagle Lakes Golf Club in Naples, Florida.
Justin Rountree on the importance of ending golf clinics with a competition and prizes to drive additional sales:
We have a range program that involves one-hour weekly clinics from November to April. After the instruction and practice parts of the clinic, I always end with a competition and prizes. This year, the main competition was a 30- to 40-yard pitch shot closest to the pin – usually with a men’s and women’s winner. It was crazy to see how difficult that shot was for people. But if you think about it, not many amateurs get to hit a shot in front of 30 people, so it “mimics” the pressures they may face on the course. As far as prizes, I do gloves, balls and gear. When we do our “Chip-n-Sip” clinic, which is 1.5 hours, we give away wedges. We have people drive across town just for the clinics. Even people from top private clubs around town attend.
Justin Rountree on the business impact of ending golf clinics with a competition and prizes to drive additional sales:
For those who win the competitions, I usually send them up to the golf shop to get their prize, and once they’re in the shop, it usually leads to them buying more – or at least seeing our gear and merchandise. When I do clinics, I also end up selling clubs, especially because we have many new retirees with 20-year-old clubs. I just tell them, “You need a new bat,” and “I got them up there.” Normally, it’s drivers, wedges and putters that sell the most. Getting them to the club and into the golf shop is a great way to drive additional sales from the clinics.
