R&A and USGA Report: A FREE Resource to Engage Your Club Members

• Do you need/want to engage with your customers?
• Do you need/want to demonstrate your expertise?
• Do you want to do the above and generate extra income for yourself?

Use the following report from the R&A and USGA to help you.

The R&A and USGA recently published their joint 2015 Driving Distance Review. You may have read it but fear not if you haven’t, as you can access the report here.

The report – which will be produced annually going forward - highlights some important facts about driving distance at the elite-level of professional golf. Going as far back as 1968 for the PGA Tour and at least 13 years for the other tours, the evidence demonstrates continuous gains in distance for professional golfers despite significant equipment limitations introduced in the early 2000s.

The opinion of the USGA & R&A is that “any further significant increases in hitting distances at the highest level are undesirable”. However, it must be noted that the average gain since 2003 has been just 1% (or 0.2 yards per year) – so, hardly a gain to make a huge difference. What is interesting is that for the same period there has been a consistent downward trend in scoring averages.  

You may be asking why is this important? These results are hardly incredible so how does this help me communicate (and do business!) with my customers? Well, in truth, it all comes down to perception, your perception of these findings, and how you communicate these findings to your customers.

Whilst there is a lack of significant gains in distance it must be noted that the distance has increased – and prior to 2003 distance improved tremendously. So, for the average golfer (your club member), being introduced to modern equipment technology which is appropriately custom fitted to their swing shape, body parameters, and swing speed could see big benefits. Because let’s not forget that this report is in reference to elite professionals who are already operating with incredibly efficient swings, and bespoke equipment.

Additionally, if the downward trends in scoring averages is not due to the extra 0.2 yards per year, then there must be another factor – perhaps the expert coaching or athletic development now being accessed as technology allows for more accurate data analysis and interpretation. An area where many PGA Professionals have invested and can clearly offer quality services to their customers looking to improve.  

Ultimately, what this report perhaps lacks in substance to drive direct business sales (i.e. equipment retail) you can gain in perception. By summarizing this report to your members, alongside tips to help improve their golf performance, you will demonstrate:  

• Your expertise as a PGA Professional
• (That) you are up-to-date with the golf industry
• (That) you want them to feel connected and part of the golf industry/community
  
  and, perhaps most importantly:
• (That) YOU care about their golf game and want to see them improve  

All of these items together will demonstrate your value to your customers (and your owner/manager if you have one) and position you at the heart of golf.  

Ultimately, how you choose to use this report is up to you. It would make great content for a Club Newsletter, a hot talking point for 1-to-1 conversations, bite-sized facts for social media, and detailed clubhouse reading for the more voracious club reader.  

But, used correctly, it could help to increase your income through equipment, custom fitting and coaching sales.  

(If you do decide to use this information at your facility to engage with your customers we would love to know how it goes, so please email us at CPD@PGA.org.uk)