Data Driven - Winning in the Golf Business

KPI Golf’s John Brown Shares Survival Advice for Underperforming Golf Clubs

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KPI Golf's Casey Bourque and John Brown discuss the golf marketplace and how underperforming golf clubs can compete. The truth is that golf participation is down and common sentiment is that there are still more golf courses that need to come off the market to bring supply & demand equilibrium.

Specific Strategies for Underperforming Golf Clubs

John makes several fascinating suggestions for quick wins and operational improvements that will help underperforming golf clubs win.

  1. Profitable Food and Beverage - John feels strongly that a "break even" food and beverage operation is not good enough. Smart operators need to hire very carefully, deploy strong inventory tracking measures, and tap into the captive audience to drive positive cash flow out of this department.
  2. Strict Procurement and Buying Requirements - It's easy to just continue doing business with vendors who "treat you well" or with whom you've always done business. The problem is that they're likely not the most competitive option for your club. Although it's often hard, and usually met with resistance from staff, bidding out all major purchases and acquiring multiple offers on all major purchases brings huge upside on the expense side of the ledger.
  3. Referral-Based Marketing and Sales - John alludes to a KPI Golf's proprietary 85/50 Marketing Plan. It involves deploying every existing club member to consistently become the best sales tool possible for your club. He outlines how this program has literally saved the life of several clubs John has turned around in the past.
  4. Free Golf Lessons - KPI Golf believes strongly that golf lessons are the ultimate gateway drug for newcomers to the game, as well as a critical tool for retaining senior golfers longer. We believe that free golf lesson programs deployed for the purpose of marketing the club and bringing in new players is absolutely where clubs need to focus their attention.
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    Data Driven - Winning in the Golf BusinessBy Casey Bourque