Tony Hilton, who has been the head professional at Lewes Golf Club in East Sussex for the last 17 years, explains how his job has become more efficient in recent years and how TGI Golf is a fundamental part of his business.
How has your business adapted to the golf industry’s changes since the start of this decade?
The increase in the number of players taking up golf since Covid has been a great opportunity for us. While the rise in prices — particularly in hardware — has presented challenges, it has also created opportunities to increase turnover and profits.
I believe a younger generation of golfers was introduced to the game about ten years earlier than they might have been without the pandemic. This demographic has different spending and buying habits, and since they are new to the game, it is essential to educate them on how we, as PGA professionals, and the services and expertise we offer, can help them get the most enjoyment from their golf.
What daily challenges do you face in running a pro shop and teaching?
What I enjoy most about being a club professional is the variety the role offers, but this also comes with the challenge of balancing multiple responsibilities. The biggest challenge is managing time effectively and ensuring I have a reliable team to look after the shop and assist customers in my absence. When I’m giving a lesson or away from the shop, it’s essential to know that the service level remains consistent. This allows me to focus on the task at hand, trusting my staff to carry out their duties with confidence.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
I’ve definitely learned that I can’t provide everything, and it’s better to partner with a select number of manufacturers and products, doing it well, than to try and stock everything. The range of products and services we offer must align with the customers who visit our facility.
In the past, I was guilty of ordering without giving this enough consideration. I have one or two items in the storeroom that serve as reminders!
I utilise the reports from our EPoS systems to influence my buying decisions; keeping a control on the amount of pre-booked product in recent years has certainly reduced the amount of stress and anxious moments when the bills need to be paid.
I stay up to date with all the new products being launched, both those we stock and those we don’t. When customers inquire about a new product, they expect us to be knowledgeable about it. It also gives me the opportunity to suggest an alternative we already carry in the shop that will work for them.
How do you manage your day?
My schedule varies depending on the day of the week — I certainly don’t follow a set pattern. I have a good sense of which days and times are busier than others, so I keep an eye on the tee sheet and plan my schedule accordingly.
Each morning, I liaise with the head greenkeeper and general manager to discuss any operational issues. I keep a list of tasks that need to be completed and delegate any necessary jobs to my staff at the start of the day. We are responsible for all competitions and handicaps at the club, and questions often arise in these areas, so I allow time in my schedule to handle them as needed.
I’ve become much better at managing my lesson diary. In the past, I made myself available at all hours to accommodate clients, but I now designate specific periods for lessons. At this time of year, I try to schedule lessons in the afternoon so I can be in the shop during the morning, when most golfers are coming through. In the summer, I plan ahead for club fixtures and large visiting societies, scheduling my lessons and meetings around busy periods so I can be an extra pair of hands in the shop when needed.
What are you doing to support junior golf and introduce kids to the sport?
We run ‘Junior Golf’ on Saturday afternoons, catering to children aged six to 16. Last summer, we held two sessions for boys, split by age group, as well as a dedicated session for girls. We also have a partnership with a local school, which runs weekly sessions at the club during the summer term.
Are you trying to attract more women to golf?
We have a ‘Women’s Pathway to Golf’ programme designed to guide beginners through a structured route into the game. It includes free group lessons and access to equipment at the start, followed by playing opportunities when they feel ready to get on the course. Ultimately, the goal is to introduce them to club membership.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
We run a ‘Try Golf’ scheme that gives new or returning golfers the opportunity to take individual lessons, meet members and, when ready, get onto the golf course. Equipment is provided which removes the financial barrier from trying the game.
This then leads into an Academy membership, which provides further instruction and access to the course for six months. After this period, they are hopefully ready to join the club through one of our membership options.
A lot of PGA pros are having to be a step ahead of their competitors in their offerings and technology – what additional added value services do you provide?
At the beginning of each year, during February and March — traditionally my quieter months for teaching — I invite our customers for a free fitting session, giving them the opportunity to try out the latest products that have been launched. Even if they don’t purchase new equipment, I find these sessions a great way to engage with customers, learn more about their golf game, and explore ways we can help them.
I also offer a trade-in programme, allowing customers to upgrade their equipment more easily. This has been particularly useful for those who like to keep their bag up to date with the latest products.
Investing in a launch monitor was a significant decision when I purchased it years ago, but it has become an essential tool for custom fitting and retailing golf clubs. Last year, we introduced a Capto Putting System, which made a substantial difference to our putting fitting service. It provided valuable benefits to customers and significantly boosted our sales.
Currently, we don’t have an indoor studio at Lewes, and I believe this is the next step we need to take. The main challenge is finding a suitable space.
When did you join the TGI Golf Partnership and what was it about it that attracted you?
I worked as an assistant at West Sussex Golf Club, where my boss, Tim Packham, was the chairman of TGI at the time. Seeing firsthand the benefits of being part of the group and gaining insight into how TGI operates through Tim made it a natural progression for me to join when I was setting up my own business.
Has TGI Golf been of benefit to you as a PGA professional?
We utilise many of the services and resources that TGI provides every day, making it a fundamental part of my business. Whether it’s assistance from retail consultants and head office staff or services such as marketing materials, products on TGI Direct, newsletter campaigns, or information on the website, TGI provides excellent support to my business.
The business conference is always a valuable event to attend. Over the years, I have gained significant insights into running my business through various seminars and spending time with other partners. Despite working at different types of golf clubs, we all face similar challenges, and the opportunity to share ideas and experiences is very helpful. The conference also provides great motivation at the start of the season.
The Turkey pro-am, along with other partner golf days, is fantastic to be a part of. The TGI staff do an excellent job organizing these events, elevating them beyond a typical golf day or pro-am.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional in 2002 and became head professional at Lewes in 2008. It was the first head professional position I applied for, so I consider myself fortunate to have had the opportunity relatively early in my career. It has been a privilege to work at such a fantastic club, and I feel very lucky to have been able to develop my business here. The early years were a steep learning curve, as the challenges back then were quite different from those I face today.
My playing highlights came before I turned professional. I had a fairly successful junior career and represented England in the European Boys Championship at Gullane. Since turning pro, my competitive highlights have been more limited! I have won the Riseborough Trophy in Sussex three times, along with a few pro-ams. Representing the English team at Lough Erne and St Andrews in the TGI Partnership trophies were particularly memorable experiences.
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