Scott Shapin

Please indicate past awards won/recognitions:
GRAA Top 100 Growth of the Game Teaching Professional

Other awards won:
2017 Mid-Atlantic PGA Section Assistant Professional of the Year, 2011 Southwest PGA Section Assistant Professional of the Year

Total number of individual lessons given per year:
Male: 400
Female: 400
Junior: 150

Total number of individual clinics given per year:
30

Please indicate any Growth of the Game initiatives your facility/academy has launched over the past year (please give specifics on such programs):
2023 at Pine Lake Country Club was the second half of our golf course renovation project, which meant I spent January through July primarily teaching in our simulators. However, that did not prevent me from implementing a few new programs.

The first new program was “Junior Compete” which took place during the winter off-season. I work with a number of juniors who play at a competitive level, but most of our lessons are on an individual basis focused on developing their swing. The Junior Compete program was designed to get all of these kids together for 90 minutes each week to compete against each other and discuss competition strategies and course management. Each week we formed teams and played different formats and games on the Trackman. This got the kids to think more about playing and less about swing mechanics. The kids loved the format and appreciated having a way to get together with the other juniors to “play” during the off-season. My TaylorMade rep donated hats and golf balls that I could use for weekly prizes.

As soon as the golf course opened at the end of July, I knew it would be important to engage with some of the beginner ladies (a rapidly growing demographic at our club) who haven’t had a place to take a group clinic. I did a four-week Beginner Ladies Clinic focusing on the fundamentals of the game as well as how to feel comfortable when coming to the club. The clinic had 11 participants. All were very appreciative to meet other beginners who were in the same place in their golf journeys. They all became friends and started to play on Thursday evenings. During the four-week program, the 11 ladies accounted for $4,200 of golf shop sales in apparel and more golf lessons. Several of them will also be purchasing new clubs prior to next season.

This year I worked with our membership and marketing director to create instructional content for Pine Lake’s social media account – we called it “Shapin’ It.” The members loved the videos, evidenced by the engagement metrics which showed that my vidoes were consistently the most watched and shared on the clubs page. The videos were a common point of conversation and led to more lessons and a number of new students.

My last growth of the game initiative was to play golf with more members. Currently, I am on pace to play with 50 different members this year. I was able to accomplish this through our club trips, pro-ams, and golf at the club. During the trips and pro-ams, I try to play with as many different members as possible, many of which who are my students. There is no better way to connect with members than being on the golf course. Once the course opened, my wife, our golf shop buyer and merchandiser, and I started putting ourselves on the sheet Sunday afternoon to let members sign up to play with us. We have also used these times to reach out to newer members to make sure they feel welcomed at the club and figure out who to introduce them to. It is crucial to get the new members tied in and make friends right away.

Please share any programming you have made to keep your customers & students engaged:
Due to our limited golf course access for most of the year programs were light. The one program I was able to keep this Spring was the High School Clinics. I allow any of my juniors to bring their golf teams for a clinic. Last year the Bloomfield Hills High School team took one short game clinic with me. This year we did three, one for the varsity team and two for the JV teams. Since we didn’t have a golf course during their Spring season, I partnered with a local club and one of their pros to teach at their short game facility.

Our travel program really took off once we shut down for the renovation. This year we took trips to Casa de Campo, Streamsong, Harbor Shores, and Pinehurst. The growth generated through golf trips is more than just the dollars spent during the trips; it is also the investment in new apparel, new equipment, and lessons that are taken in preparation. It is also the core memories that are created that keep the members connected to the game and each other. One thing that makes my travel program different from many run at other clubs is that most of the trips we offer are open to all members. This open sign-up for trips has been unique in the way it allows members from so many different friend groups to get to know each other and stay connected to the game and the club.

Travel Impact by Numbers
Casa de Campo: 11 participants, $33,000
Streamsong: 18 participants, $33,660
Harbor Shores: 14 participants, $15,400
Pinehurst: 11 Participants, $35,200

**The numbers represented above were the base prices of the trip. This does not include airfare or additional spending while at these destinations.

Next year we have trips planned to Grand Traverse Resort, Manistee National, Scotland and destination pro-ams to Orlando and Tucson.

I am really excited for a full 2025 golf season and to be able to bring back many of the popular clinics and programming.