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 holding weekly clinics to drive revenues:
When I first came to Eagle Lakes in 2015, I started a range program every Friday at 10 a.m. from the beginning of November through the end of April. I average 15 to 20 people for each session, and in peak season, sometimes 25 to 30. We have two PGA Professionals and one Master Professional instructing, along with my assistants when needed. I give the participants a topic and we cover all aspects of the game. We give a little spill or demo on the topic; then we walk the line and give everyone a tip or two. My favorite topic is, “I think I found something,” which is about finding a swing key that works. That’s what my dad says all the time when we play, so I made into a clinic. Another topic is “Swing Thoughts,” where we discuss our favorite “swing thoughts” and what we are currently working on. Other tops include Build a Better Backswing; Drive for Show, Putt for Dough; Master the Shortgame Series 1-3; All About Impact; Chip ‘n Sip; Putt like a Pro; and Practice with Purpose. For all of these, after a short discussion, we open up for questions and sometimes do a demonstration, especially if it is a short game clinic. If we get 21 people for a clinic, each professional has a group of seven. The players get a bucket of balls – it’s not just us hitting and talking. My clinics are always structured to teach people positive practice techniques, so we work our way through the bag, start small and usually end with some transition practice as well.
Justin Rountree on the business impact of holding weekly clinics to drive revenues:
The clinics impact the club in a variety of ways, and they are a highlight of our instruction programs. The range gets exposure because some of the attendees have never even been to the club and find out the course and range are open to the public. It starts there and once we can spend a few minutes at every clinic meeting new golfers and seeing our regulars, it becomes exponential. Beginner golfers gain more confidence and make tee times and buy gear. Recent retirees who played years ago but just moved to town come to clinics and get exposure to the game, playing in Nine and Dines and frequenting the club. Mid handicappers enroll in player development programs and join the club and leagues. The clinics cost $25 per person, but beyond that, I usually get two new students per week from clinics, so that’s about 50-100 private lessons, and it compounds because we will have a player end up bringing friends the following week. Attendees spend money in the golf shop, and it adds to Food & Beverage revenues, as some people have lunch after the clinic and make a whole morning/afternoon of it. In addition, I would say every year 20 or more of the participants become regulars and members, so we are adding more than 20 tee times a week, or an extra $2,000 a week in revenue.
