It is important for coaches to develop long-term player development programming that aids in student-retention and creates a community based around your golf instruction and mentorship. I have a foundation of more than 40 students who see me twice per month on a year-round basis. To solidify the relationships within this focused group, I host virtual meetings and welcome special guests to talk to these students. That engagement and professionalism reinforces the relationships and solidifies my status as a PGA Professional. In addition, I organize golf outings twice each month that are exclusive to my long-term clients. This enables me to see them perform on the course in an unofficial capacity, and provide opportunity for them to meet new people, other students on my long-term roster. After meeting, some of these students end up playing together. Students in this program are committing to a full 12-month relationship that allows us to build upon our progress with no time constraints or limitations. This is the only program for which I will really discount my hourly rate, feeling that a mutually-committed relationship is beneficial to both student and teacher. I have guaranteed income for the year and students enjoy a discount off my regular lesson rates. Together, we book their sessions out for the year. In the 10 years since I started my own business, there has been a progression from taking on everyone I could to grow my customer base, to offering lesson packages, to promoting and facilitating these long-term relationships. Today, my business is more streamlined – I offer one- or two-hour lessons and three- and 12-month programs.

With a goal of getting as many students into the year-round program as possible, it is my responsibility to provide an exceptional learning experience every time we’re together on the lesson tee or golf course. Selling my services by demonstrating the benefits of a long-term relationship is rooted in communication, planning and follow up. I use CoachNow with all my students and provide a summary after each lesson. My long-term clients have a special section in the platform and I communicate with them more frequently. They can reach out anytime. They send me messages and post comments, questions or videos on their page. I reciprocate with special messages, offerings and videos as well, fostering special community-based engagement. I plan on implementing golf trips into our engagement as further motivation for students to commit to my long-term programming. I traveled with members in a previous role I had at another Maryland facility, and appreciate the impact that travel has on our relationships. Whether it’s all fun and competition, or there’s an instruction piece included, I look forward to adding a travel aspect to the incentives I offer my students.

If you would like to email the author of this best practice directly, please email markrussopga@gmail.com.