Jon Greenwood is the co-owner of Poulton le Fylde Golf Club in Lancashire, where he also runs his golf business. He talks about his dual role, some of the innovative measures he’s introduced to attract customers to the nine-hole venue and being named TGI North Region Partner of the Year last month.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
I co-own and operate a nine-hole golf course, along with running my golf business. Golf has definitely changed over the 20-plus years I have been involved, and yes you need to adapt to survive.
Our club has always worked hard at making the atmosphere inclusive and welcoming. I think golfers increasingly want a more relaxed approach to golf, and we certainly try our hardest to accommodate this. An example of how the retail business has adapted is how much more we have invested in custom fitting.
Being able to offer a first-class fitting experience, across multiple brands, using industry leading technology, differentiates us from online competition. The fitting sessions are conducted in one of our two indoor simulators – further elevating the experience. We have built a strong customer base because of these investments, and we are certainly looking at how we can improve for the future.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
I joined TGI nine years ago after talking with several colleagues about which retail services group to join. Having met with my retail consultant, Chris Taylor, TGI’s offering just felt right. Their business model and support felt a natural fit for my business.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
I really can’t speak highly enough about the group; it feels very much like one big family. Being able to deal with all the leading brands and benefitting from best buying terms is a massive benefit – but for me that’s only part of it. TGI are in regular contact with me in some form or other, organising events, inviting partners to regional meetings and regular communications via WhatsApp messages, email and social media. The hours that we work in the season can be strenuous, touching base with the team regularly gives you the opportunity to take stock of things.
The day of a club professional can see you wear many hats; how do you manage your day?
My role at the club is a little different to most of my colleagues as I am also a co-owner of the golf club. As you can imagine, you can add even more hats! I am fortunate to work with Adam Holt, the other owner; his support is invaluable in how I handle my different tasks. After Covid it became clear to me that I needed to focus more on one aspect of my business. Trying to be everything to everyone was not sustainable, I decided to focus more heavily on the retail side of the business, which I very much do to this day. I employed Curtis Dean three years ago who now heads up the bulk of the coaching at the club both for adults and children.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Getting the right balance of stock is a tricky one, and one which I feel I am still trying to get right! I personally like to have plenty of stock on hand for customers to touch and feel. Being focused on the shop more than I used to means I can identify and deal with slow moving products more quickly. I also prefer to stock fewer brands in greater depth; there is nothing more frustrating than not having a product in stock that a customer has travelled to the shop to buy.
What are you doing to support junior golf and introduce kids to the sport?
We are working hard to attract juniors to the game and currently have around 75 junior members, we also have a waiting list. Curtis is responsible for running coaching groups through the week and weekend. Because of this we now have a full junior section who are keen to play. Adam and I have worked closely with our committee to draw up a junior development plan which demonstrates the route to playing golf at the club. When attracting juniors to the club it is important to manage their integration to the course carefully. All sections of the club need to have access to playing the course and so we monitor the numbers of members within each of our membership categories.
Are you actively trying to attract more women to golf?
We take part in the various initiatives that are available, Curtis also heads up coaching groups for ladies. I would say our women’s competition section is small, however we have more success in women’s casual golf.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
Our fee structure allows for easy access to the course. We offer green fees from £10 for juniors and £14 for adults. The course is very busy with pay and play, which results in those golfers choosing to become members. Our membership fees range from £400 to £550, so we feel we are an accessible course from a price perspective. We must be doing something right as we have seen five years of consistent growth within our membership numbers.
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?
I have always tried to offer services that are not readily on offer elsewhere. An example of this is my most recent purchase of a golf ball printing machine, this was the first in my region and has resulted in a huge upturn in my ball sales. I also focus on the repair side of the business, which I am known for locally. We are also fortunate to have two indoor golf simulators on site, we hire these out to golfers, coach from them and custom fit. I believe it is important to keep evaluating your business – what can I offer, what’s missing, how do I attract more customers.
What year did you turn professional and what have been your career highlights, both playing and employment?
I qualified as a professional in 2001, whilst working at Knott End Golf Club. I had previously started out my golf career working where I am now – at Poulton le Fylde Golf Club. The year after I qualified, I was offered the job as head pro at Poulton, I had almost no experience but quickly realised this was an opportunity I could not say no to. Any playing aspirations quickly vanished after taking over, a pragmatic decision you might say, but one I have been more than happy with.
A career highlight for me would certainly be being awarded the TGI North Region Partner of the Year, back in February. When I learned of my nomination, I was quite frankly shocked, simply to be shortlisted from such high calibre partners in itself was a huge accolade – to walk away with the title was something else! Whilst it is my name on the award, I would not have achieved it without the great support from our team at Poulton. Good things happen when you surround yourself with good people – I am fortunate to be surrounded by great people!
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