Since taking the reins at Weymouth Golf Club in 2019, head PGA professional Dan Carter has embraced technology, enhanced custom fitting and leaned on the support of the TGI Golf Partnership — all while keeping the focus on personal service, junior development and growing the game for women and beginners.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
Since the post-Covid participation boom and the rapid growth of technology, we’ve adapted by investing in a TrackMan, expanding our custom-fitting services and highlighting the importance of being professionally fitted for every club – from driver to putter.
We’ve also placed a strong focus on communication with our members, showcasing everything the pro shop has to offer and our visibility through regular email campaigns and updates.
Alongside this, we continue to enhance the in-store experience with flexible payment plans and part-exchange options through Golfclubs4cash, ensuring we provide a level of personal service and value that online retailers can’t match.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
I joined the TGI Golf Partnership as soon as I became head professional at Weymouth Golf Club in 2019. The decision was an easy one, as in my previous role my boss was a TGI partner, giving me first-hand experience of the support and benefits the group provides.
I knew it was the perfect fit for my business. TGI allows me the freedom to run my shop in a way that best serves our members while offering the backing and trusted support of a strong network. Without doubt, it’s one of the best decisions I’ve made in my career.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
Becoming a TGI partner has been invaluable. The exclusive supplier terms, ongoing business support and access to a network of like-minded PGA professionals have helped me stay both progressive and competitive. Also, the annual TGI Business Conference is a fantastic opportunity to share ideas, learn from others and stay up to date with the latest industry trends.
The day of a club professional can see you wear many hats, how do you manage your day?
Organisation and delegation are key for me. My day can include coaching lessons, custom fittings, retail management, club repairs, competition planning, communications and member engagement — often all before I sit down for lunch!
Over time, I’ve learned to identify my staff’s strengths and delegate tasks where they can make the most impact. I also rely heavily on daily ‘to-do’ lists, which help me stay productive and focused throughout a typical day.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Generally, I rely on TGI’s preferred suppliers, which provide access to competitive terms and the latest products. My goal is always to offer the most popular brands across all categories I stock while keeping proven performers available. I regularly lean on my ASMs for guidance when managing purchases, ensuring the right mix of stock and informed purchasing decisions. In the past, I’ve also conducted TGI member surveys to gather feedback on the products and brands our members wanted to see in the pro shop.
This helps with stocking decisions and ensures we meet the needs and preferences of our membership.
What are you doing to support junior golf and introduce kids to the sport?
Junior development is a huge priority for us. We run weekly ‘Get Into Golf’ group coaching sessions and holiday camps, which include fun and engaging activities on the range and on-course to keep kids motivated and enjoying the game.
As a club, we have also been successful in recruiting new junior members by offering a highly competitive junior membership, which includes free fortnightly team coaching. This approach has helped encourage new juniors to not only get involved but also convert into full club members.
Are you actively trying to attract more women to golf?
Absolutely. We actively host ladies’ beginner ‘Give Golf a Go’ sessions — 10-week programmes covering all areas of the game. These run throughout the playing season, and we encourage participants to complete two or three programmes. By the end, most are ready to progress into our Ladies’ Academy membership, with the aim of eventually becoming full, active playing members of the club.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
Yes. We offer a clear pathway that begins with our Get into Golf programmes, followed by an Academy membership (available for a maximum of two years). This provides all the benefits of full membership and includes regular group coaching, along with 15 nine-hole rounds. These steps help beginners build confidence, develop their game and integrate into club life before committing to full membership.
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?
We pride ourselves on delivering first-class coaching and custom fitting using TrackMan. Throughout the year, we host multiple custom-fit events with the leading hardware brands we stock, giving members plenty of opportunities to get properly fitted for their equipment. In all our communications, we also make it clear that we offer a price match guarantee, ensuring members can shop with confidence knowing they’re always getting the best value. Alongside this, we provide regripping, free grip checks, club repairs and expert advice on all golfing matters – all backed by my fantastic team, who deliver first-class customer service.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional at the age of 18 back in 2005 – wow, I feel old saying that! In my early days, I explored a playing career but quickly realised I was a long way off the standard required, so I decided to pursue a career in the golf industry by enrolling in the PGA when I was 20, and I’ve never looked back. Playing-wise, I don’t have any major highlights, but I did enjoy some successes as an assistant, including winning the Titleist & FootJoy Assistants Order of Merit in 2013. More recently, I managed to win four pro-ams in 2023 alongside members of the club, which was particularly satisfying when I thought my winning days were behind me! Without doubt, my biggest career highlight has been being appointed head PGA professional at Weymouth Golf Club after a few near misses in other roles. I feel incredibly fortunate to do what I love at such a fantastic club with a supportive membership.
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