Aaron Hodkin, the director of golf at Wheatley Golf Club in Yorkshire, talks about how TGI Golf has helped him raise professional standards, growing junior golf and the importance of technology to his business.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
The last few years have forced a real shift in how we operate. From the pandemic to the surge in golf participation, we’ve adapted by becoming more flexible, digital-first and member-focused. Retail-wise, we’ve expanded our e-commerce presence and placed a stronger emphasis on premium service and fitting experiences. At club level, I’ve looked at ways to evolve our coaching structure, update policies in line with WHS, and invest in technology that enhances both member experience and club performance.
When did you join the TGI Golf partnership and what made you decide it was the right fit for your business?
I joined TGI Golf in 2015, and it was a decision based on alignment. I wanted to feel part of something that supports PGA professionals, not just as retailers, but as business owners and club leaders. The values matched mine — independent, service-led and focused on growth through support and community.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
The support network is second to none. From retail insights and supplier terms to marketing support and business benchmarking, being part of TGI has allowed me to operate with the confidence and professionalism of a much larger setup while maintaining my independence and identity at the club. The events and peer interaction have also helped me raise standards and stay ahead of the curve.
The day of a club professional can see you wear many hats; how do you manage your day?
Structure is key, but so is flexibility. I rely on early planning and team communication to prioritise coaching, retail and club responsibilities. I’ve learned to delegate where possible and make the most of quieter periods to prep for busier times. Above all, I try to stay visible and approachable – presence goes a long way when you’re balancing so many roles.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Knowing your audience is everything. I monitor trends, speak to members and use data from past seasons to guide buying decisions. We place huge importance on custom fitting, so the products we stock are driven by performance and relevance rather than volume. That said, I always leave room for the unexpected — something that catches the eye or becomes popular through tour influence.
What are you doing to support junior golf and introduce kids to the sport?
Junior development is something I’ve been closely involved with for many years. While I previously led the junior academy, I now oversee and support its delivery alongside fellow staff members, ensuring consistency and quality. Our focus is on creating a fun, inclusive environment that encourages long-term participation. Through regular coaching sessions, school outreach, and seasonal events, we aim to develop skills, build confidence, and guide juniors along a clear pathway into club membership and competitive golf. It’s about generating the next generation of ready golfers in a way that feels natural, supportive, and enjoyable.
Are you actively trying to attract more women to golf?
Yes, it’s something we’ve worked hard on over recent years. We’ve run various coaching and membership promotions aimed specifically at supporting and encouraging more women to take up the game. While we’ve seen some engagement, attracting and retaining female golfers remains a challenge — not just for us, but across the industry, as reflected in the wider participation data I looked into during our planning. That said, we’re continuing to explore ways to make the experience more appealing, accessible and social, with the goal of creating an environment where women feel genuinely welcome and supported.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
While we don’t have a formal academy programme specifically for adult beginners, we do offer public coaching sessions designed to help new players learn the game in a relaxed, supportive environment. These sessions also provide a great opportunity to showcase the facilities and atmosphere the club has to offer. For juniors, we have an “Academy Membership” category for under 11s, which offers a structured route into the game at an early age. In general, Wheatley Golf Club tends to serve as a second or third club for many golfers once they’ve built up some experience elsewhere — but we still play an important role in getting them golf-ready through tailored coaching and ongoing support.
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?
Technology plays a big role in both coaching and retail. From launch monitor fittings to swing analysis and online lesson recaps, I make sure customers and students feel they’re getting a professional, tailored service. On the retail side, we offer personalisation, loyalty incentives and after-sales support that builds long-term trust.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional in 2009 and have enjoyed a rewarding journey in the industry ever since. On the playing side, I’ve been fortunate to secure multiple professional wins on the Yorkshire PGA circuit, which has been a key part of my personal development and competitive drive.
From a career perspective, I’ve progressed from club professional to director of golf at Wheatley Golf Club — a role that allows me to lead across all areas of the business, including coaching, retail, operations and member engagement.
More recently, I’ve been proud to become a Master Callaway Staff Ambassador, which is a real privilege and a reflection of the strong relationship I’ve built with such a respected global brand.
Leave a Reply