Shaun Goswami is TGI Partner and Head Professional at Low Laithes Golf Club in Yorkshire, which celebrates its centenary this year. He explains how, by offering a service to his customers, he is able to compete with the internet, and he discusses what his team do to help boost golf participation at the club.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
For me personally, I’ve always stuck to what I know best. I’ve been fortunate to work with some experienced professionals, which taught me that managing stock and cash flow is absolutely vital. It’s also important to truly understand your customers — technology can help, but it only goes so far. I believe in building real relationships; it’s not always about sell, sell, sell. I aim to create partnerships with my clients. Along with this, social media and marketing have also had a big impact, I like to be creative, to create something that catches peoples’ eye and starts the conversation. To be able to see the journey from a social media interaction to an actual sale is fantastic and has helped me diversify my customer base.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
I joined TGI in the winter of 2022 when I took over as head professional at Low Laithes Golf Club. For me, it was a no-brainer to become part of the group. My first role in the industry was with former TGI partner Stewart Pilgrim, and from the beginning, it felt like a true partnership — a family. The support you receive from the team is incredible. Chris was a great help during my initial setup, and I’m looking forward to working with Emma as I continue to grow in my role and my business.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
It opens access to all the professionals within the group, along with the wealth of knowledge and experience they bring. From the customer’s perspective, there’s no product I can’t source, which is fantastic for my clients and gives me greater selling power within my business. The supplier terms also allow me to compete effectively with the larger players in the industry.
The day of a club professional can see you wear many hats; how do you manage your day?
Balancing several responsibilities can be challenging. It’s important to be consistent; delegate manageable tasks and trust your team to handle them. My team is amazing and we work together well, nobody is above one another, we all know our responsibilities. This teamwork allows me to focus on daily priorities efficiently. Consistency is key and ensures that all aspects of the work are covered without overlooking anything. We delegate tasks appropriately and it helps distribute the workload evenly, regular check-ins and updates ensure everyone is on the same page and any issues are addressed promptly. It enables me to remain focused on daily priorities and tackle the most critical tasks.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
It’s challenging because the industry is so heavily saturated with products. While a lot of it is great, like in many markets, some of it isn’t. We focus on helping and educating our members and customers, understanding that not everyone can afford to splash out on the latest gear. I run quarterly reports to track what’s selling and what’s not, and I actively seek feedback from peers, customers and my staff to make informed decisions about what we stock.
What are you doing to support junior golf and introduce kids to the sport?
We are incredibly proud to be hosting Girls Golf Rocks and Get into Golf Rookies this year in partnership with England Golf. These programmes align perfectly with our club’s initiatives to actively increase participation in junior golf. It’s a fantastic opportunity to inspire the next generation and grow the game at the grassroots level.
Are you actively trying to attract more women to golf?
Yes, absolutely. This is a big year for Low Laithes Golf Club as we proudly celebrate our centenary and we recently launched our Women Who Golf initiative, which aims to boost women’s participation in the sport — not just at our club, but across the wider community. The initiative is a joint effort between me and the ladies’ section at the club. Our goal is to grow the game through coaching sessions, social get-togethers, and group golf events. We’re also offering an affordable entry point into the club to make it more accessible for newcomers and plans are in motion for a coaching break which all the ladies are excited about.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
As a club, we offer a variety of membership categories to suit different needs. With money feeling like a scarce commodity for many right now, creating real value is incredibly important. We’re proud to have welcomed a significant number of new members this year — many of whom are completely new to the game. It’s a positive sign that our approach is making golf more accessible and appealing.
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?
Customer service is and always has been our number one priority. It’s what sets me and my team apart from the competition. While online shopping may be quick and convenient, it often lacks the personal touch and depth that make a customer’s journey truly meaningful. We focus heavily on delivering genuine, high-quality service and always strive to build lasting relationships with our customers. I truly believe in the added value that this brings.
What year did you turn professional and what have been your career highlights, both playing and employment?
I became a professional golfer in 2012 after starting my career in golf in 2007. One of the highlights of my career was securing my current position, which validated all the effort I had put in. A fond playing memory was winning a pro-am event at my first club, it was a great day, although the details of that night are a bit hazy!
Leave a Reply