Scott Hassee is the PGA of America Director of Instruction at Franklin Bridge Performance Institute in Franklin, Tennessee.

Scott Hassee on the importance of increasing revenue-generating lessons by offering free clinics

In 2020, after a decade of teaching at the Hank Johnson School of Golf in Birmingham, Alabama, I made the leap to go out on my own. I arrived at Franklin Bridge Golf Club – an 18-hole public course just south of Nashville – with no students, no following, and no guarantees. But I did have a simple belief: if you serve well and give freely, people will come. So, I started by offering something most wouldn’t: free swing and game evaluations for every River Club member (our club’s preferred-rate membership). During these lessons, I would be sure to utilize as much of the practice facilities as possible. In my first few months, I gave over 200 evaluations. Eventually moving on to free weekly clinics for members – something I’d never done before, but believed could work if it was structured well. Fast-forward 5 years, and we’ve now hosted over 70 free clinics for River Club members, with roughly 20 percent of those clinic attendees moving into paid lessons, group clinics, and clubfittings. Additionally, the use of our state-of-the-art practice facilities including our designated wedge range, 15,000-square-foot putting green, and private area at the back of the range.

Scott Hassee on the business impact of increasing revenue-generating lessons by offering free clinics:

Echoing much of the above, we believe that giving it away often ends up bringing it all back. This testament can be seen not only through the monetary benefits of new clients, but also through the vast growth of our team. Originally, it was just me giving these free clinics on top of one-on-one lessons and clubfittings, however, we now have 6 full-time instructors and clubfitters as well as seasonal interns. In addition to the uptick in revenue and a growth of our team, initiatives like this have helped transform our range into a complete learning center with two new learning bays and a private putting green. Ultimately, has our business grown? Absolutely. But more than that – it’s created a culture of generosity, excellence, and growth. And isn’t that what teaching is all about? If you’re looking to grow your program or shake up how you reach your players, ask yourself this: What could I give away that would make someone feel welcomed, seen, and excited to get better? Give freely. Serve well. And watch what happens.

If you would like to email the author of this Best Practice directly, please email scotth@fbpigolf.com