Is the current Golf Academy Business model broken?

Is the Golf Academy Business Model broken?

The more I observe the business of golfs player recruitment and education system; (that is the overwhelming majority of golf academy’s I have come across), the more I feel the anatomy of the golf academy model is detrimental to the future of steady, sustainable growth of the industry.

I am not saying the instructors are incompetent, or the message is wrong, but it certainly is confusing, diverse, and overly technical for the person with a desire to try and get into the game. 

Does that mean the new “science” of the Tour golf swing is irrelevant?…absolutely not, there will always be “players” who will gravitate toward perfection and these Instructors offer the in depth knowledge these 5% ers feel they need to advance to another level of play. 

However; to the 95% of avid golfers, new to the game golfers, and potential golfers looking in from the outside, it all seems too much. To the new and existing golfer who plays the game for fun and relaxation, the education programs seem like a PHD course with way too many options to sift through. In order to find a program that resonates with the golfers personal reasons for learning to play the game with some competency, will require a hit and miss process. 

As a career instructor of 20+ years, I can totally identify with these current and potential golfers in the (rest of us) category. I was always a firm believer in the saying “If you don’t stand for something, you’ll fall for anything”, and that couldn’t be more true for the current golf education climate. 

It is my opinion, that the PGA’s of the world missed the boat on golfer education by not establishing a baseline fundamental process to bring new golfers to a point of competency quickly, and instilling confidence in the client with a consistent message, allowing them to reach a point of enjoyment and clarity before choosing to study the intricacies of the science of perceived golf perfection. There are currently unlimited opinions on every part of the game, and advice, (good or bad), is available for “free” on any electronic device you have. This diversity (in my opinion) matches it’s perceived value…free. 

The modern Golf Academy model makes little sense in the fact that lesson prices are commensurate with the instructors experience, and not on the message and guarantee to the golfer. 

Any given academy will have a pricing board that will show the lesson costs for any number of instructors. Director of Instruction = $$$$.00,  Associate Professional = $$$.00,  & support instructors = $$.00…As a beginning golfer looking to join a league, or to simply join my friends who golf, who should I choose?…Is the information from the support instructors that much inferior to the Associate, or Director of Instruction?…why the disparity? 

Experience! is the cry when confronted with this logic. 

Should not the Director of Instruction have very clear guidelines for all of the staff to follow? Should there not be tight controls on what information gets presented, in what order, and consistent language used in order to track the effectiveness of all instructors, as well as the program being taught? How else can you track a clients progress and commitment to staying with the game?…and why have a “Director of Instruction” if he/she is not directing the instructional staff on a consistent delivery of the message based on the most experience and consistency?

Here is a conversation overheard in a prominent Golf Academy in Canada recently

Desk Clerk: Good morning, welcome to XXX Golf Academy, how can I help you?

Client:  I think this is my year to try golf…all my buddies golf and I’d like to join in without feeling foolish, so I think I’ll take some lessons…how much to get me started?

Desk Clerk: Well…we sell both single lessons as well as packages of lessons, which would you prefer?

Client: Can you learn to get along out there with only 1 lesson?

Desk Clerk: Not really, but it will give you an idea if you like it.

Client: Well I know I want to learn so how much is a lesson package worth?

Desk Clerk:  Well that depends on who you choose as an instructor…Instructor “A”s package is $$.00, Instructor “B”s package is $$$.00 and the Director of Instruction’s package is $$$$.00 

Client: Why the disparity in pricing…isn’t the information all the same?

Desk Clerk: Some of it is…but for the most part, they all teach differently, and the price is based on experience. 

Client: So it really IS a gamble who I choose…are the more expensive lessons better?

Desk Clerk: Can’t say for sure, I guess it depends on the client, and how much you want to spend…if you’re not sure, go with the middle price, then you’ll have a good idea. 

Client: A good idea of what?

Desk Clerk: …if you like the way they teach;  don’t worry, they’ll get you going…which package would you like?

Client: Thanks but that’s too much of a gamble for me right now, I’ll get back to you.

The problem with this model is the perception that the cheap option is inferior information, and the top guy charges too much, is never available, or uses technology that is way over the clients head; adding to the myriad of confusion now plaguing the instructional industry.  

I’m not suggesting all golf academy’s are run this way,..there are a few method systems out there that have a singular message and stick to their guns, this gives the client a sense of comfort in learning a process that every instructor in the stable agrees on and enforces until a level of competency is achieved. 

With the current climate of declining retention of golfers, courses closing at a record pace, and according to surveys, only (1 in16) golfers would even consider taking a lesson and only (1 in 15)  that start the game, actually become a regular golfer speaks volumes to the state of the instructional industry today. 

The industry has a need to adopt an Instructional shift that is at once fun, accessible, consistent, easy, complete, and affordable. Such a system needs to be accountable to the client, as well as the venue in which it operates. Recruitment, tracking, and  accountability is (in my opinion) the way forward. This shift will affect the bottom line of every aspect of the golf industry. As a dedicated instructor of the game, it is my opinion that we now take the lead in recruitment, retention, and growth going forward…the time is now.

Rob Bernard, 

Center of Gravity Golf