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July 16, 2019

Nick Muller: Innovate to Stay Relevant

Nick Muller, the 2018 PGA National Merchandiser of the Year for Private Facilities, is the PGA Director of Golf at the Country Club of Lincoln, in Lincoln, Nebraska.


Nick Muller cites Topgolf as one of the inspirations behind the Country Club of Lincoln’s new golf academy. Back in 2017, the club saw an opportunity to expand the practice range to engage with their existing and increasingly younger membership. Designed by Tim Cutshall, a well-known golf industry consultant with a focus on performance centers, the renovation consists of an academy with two hitting bays, a communal area complete with a full bar and high-top tables, as well as both Foresight Sports’ GCQuad and FlightScope powered simulators. It allows members to take full leisure in a new level of practice during winter months without having to travel to destinations such as California or Arizona. Junior golfers were also a major consideration. The intent is to help them develop their game during winter months and incorporate fitness instruction with player development programs. “We’re looking to stay relevant and ideally this is how,” Muller says. “For example, a member can now invite 10-12 guests and create their own Topgolf experience without leaving the club.” Muller forecasts the new amenity will become a successful selling point to potential members, along with being an incredible retention tool for all existing members.

nick@ccl.cc