Richard Smith, the head professional at Rookery Park Golf Club in Suffolk, talks about adapting to change in the modern golf industry, building a thriving junior and membership pathway, embracing – and even personally funding – technology, and why his approach to business fits perfectly with the TGI Golf Partnership’s.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
The golf industry is constantly evolving, and we’ve focused on staying adaptable rather than reactive. One of the biggest lessons I’ve learned in recent years is the importance of being smarter with our stock — pre-booking in smaller quantities and streamlining the range of products we offer. Competing directly with large online retailers is challenging, so instead of trying to match them, we focus on what we can do best.
That means investing in our staff, delivering top-class service and making sure every customer feels genuinely valued. By combining a more focused retail approach with a strong emphasis on personal service, we’ve been able to adapt to change while staying true to our strengths.
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 in late 2022. There were a few factors behind the decision, including a recommendation from a local PGA professional whose opinion I trust. However, the main reason was the positive and genuine experience I had when learning more about TGI.
After meeting with Simon Keeling and understanding TGI’s approach, values and level of support, it was clear the partnership aligned with both my goals and the way I want to run my business. The focus on collaboration, respect and long-term development made TGI feel like the right fit from the outset.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
Becoming a TGI partner has been a huge benefit to me as both an independent retailer and a PGA professional. One of the standout advantages is the strength of the partner network. If we need access to a product or supplier we don’t currently have an account with, a quick post on the TGI Facebook group is often all it takes for another partner to step in and help. That level of support and collaboration is invaluable.
Having Simon Keeling and the wider TGI team readily available at the end of the phone also makes a real difference. Knowing there’s always experienced support, advice and guidance when needed gives me confidence in day-to-day decision-making and helps the business continue to move forward.
The day of a club professional can see you wear many hats; how do you manage your day?
The role of a club professional involves wearing many hats, so effective time management and delegation are essential. I’m fortunate to have a strong, reliable team around me, which allows me to delegate day-to-day tasks with confidence. By trusting my staff to manage key operational areas, I’m able to focus my time and energy on the most important aspects of the business — supporting the club, developing the retail operation and delivering high-quality coaching.his team-based approach ensures the business runs smoothly while maintaining high standards across all areas.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
With the constant flow of new golf products coming to market, managing stock effectively has become increasingly important. In the early days, like many retailers, there was a feeling that you had to carry everything and take advantage of every deal that came along. Over time, and through experience, I’ve learned some valuable lessons about the risks of over-buying and being influenced by over-enthusiastic sales pitches.
Those experiences have helped shape a much more disciplined approach to stock management. Today, the shop operates at a level that is both manageable and purposeful, with a clear focus on our key profit areas and products that genuinely serve our members and visitors. This allows us to remain flexible, control costs and deliver a strong retail offering without unnecessary excess.
What are you doing to support junior golf and introduce kids to the sport?
Supporting junior golf and introducing young people to the sport has been a major focus for us. When I took over at Rookery in 2021, the club had around 10 junior members. One of the first things I did was work to change the mindset around junior golf, creating a clear pathway that linked junior coaching directly to junior membership and long-term involvement in the club.
Alongside a dedicated club member, we established a junior committee, which has played a key role in developing a structured and welcoming junior section. Through regular coaching, competitions, and the support of two excellent assistant professionals, we’ve grown the junior membership to over 100. Our aim is not just participation, but to create an environment where young players develop a genuine love for the game and become golfers for life.
Looking ahead, I’ve set an ambitious goal for Rookery to reach the English Junior Club final within the next few years. With the talent, commitment and enthusiasm we now have within our junior section, I firmly believe this is an achievable target.
Are you actively trying to attract more women to golf?
Yes, attracting more women to golf has been an ongoing focus over the past three years. We’ve made steady progress, although growth hasn’t been as strong as we would like. Being based in an area with a high number of young families, time constraints are often a challenge for many women considering taking up the game.
That said, we remain committed to developing opportunities that are more flexible and accessible, and to creating a welcoming environment for women new to golf. It’s very much a long-term approach, and we’ll continue to adapt and build momentum as we work towards sustainable growth in the women’s game.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
Yes, we’ve introduced programmes designed to make it easier for beginners to get into the game. The success of these initiatives has led to a significant increase in new members, prompting the club to introduce an academy membership. Membership across all sections was launched in February 2022 to accommodate this growth and provide a structured pathway for newcomers. Golf at Rookery has been booming, and the academy membership ensures that beginners have the support and opportunities they need to develop their skills and become fully engaged members of the club.
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?
When I took over in October 2021, I personally funded and delivered a Trackman studio within the club. It has been a game-changer for both coaching and club fitting, allowing me to provide a much more precise, data-driven experience for members and visitors. The studio has elevated the standard of service we can offer and really sets us apart in terms of technology and expertise. Looking ahead, I hope to add a second studio, which will allow my assistants to offer high-quality fitting and coaching at the same level, further expanding the services we can provide and ensuring our team stays ahead in a competitive market.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional in 2011 and spent a few years playing full-time, competing in one-day events and on the EuroPro Tour. While balancing the financial side of touring was challenging, I gained invaluable experience on the course. My first professional win came at Hesketh Golf Club in 2012, followed by a memorable victory at Royal St David’s, both of which remain highlights of my playing career. More recently, qualifying to play in the TGI Golf Partnership Trophy was an incredible experience — bigger and more exciting than I had imagined, and it’s given me great motivation to aim for the team in 2026.
In 2014, I began my PGA training, which was a turning point for my career. Passing the PGA was a proud moment for me, particularly because it represented the culmination of hard work and dedication despite a non-traditional academic path. It gave me the confidence to fully commit to a career in coaching and club management.
On the professional side, one of my proudest achievements came in 2023 when I was awarded TaylorMade’s Master Fitter of the Year. I subsequently went on to be named a TaylorMade ambassador. Combined with my successes in coaching, developing the club’s junior and membership programmes, and building advanced facilities like the Trackman studio, these milestones reflect my ongoing commitment to delivering excellence both on and off the course.
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