Since taking his first head professional role in 2022, Chris Wyatt has combined modern fitting technology, a structured coaching programme and the support of the TGI Golf Partnership to build a business at Tiverton Golf Club in Devon that’s growing the game from the ground up.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
I have really focused on customer service, building member / customer rapport and custom fitting. We offer internet pricing with a fantastic service utilising modern technology such as Trackman 4 in our state-of-the-art fitting studio.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
I joined the partnership when I landed my first head professional role in August 2022, I had some familiarity with TGI working for Simon Stevenson and Ali Welsher (both were TGI partners). Having seen how TGI worked for them, I decided it would be the right fit for me and my business.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
Becoming a TGI partner has quite honestly been the best business decision I’ve made, having free access to TGI staff (Simon Keeling in particular) and other partners has been influential in the success I’ve had over my first three years in business. Just being able to pick up the phone to Simon and any of the TGI team is hugely beneficial, whether it’s asking for advice or running a quick idea past them, it’s great.
The events that TGI put on for the partners and guests throughout the year are also hugely helpful, picking the brains of other TGI partners has added some great input into my business.
The day of a club professional can see you wear many hats; how do you manage your day?
I book out time each day in my diary for my many different tasks from coaching, custom fitting, shop work and competition admin. I stick to these times strictly to allow a sensible work-life balance and to ensure that I manage each hat correctly.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Due to the custom fit element of the business, I try to manage my stocks best I can, only stocking three hardware brands – PING, Titleist and Wilson. This allows me to offer a great range of products at slightly different price points. Stocking three brands helps me to maintain sensible stock commitments but still allows me to offer a great range in store.
What are you doing to support junior golf and introduce kids to the sport?
My team and I run a very successful junior academy programme covering all things golf with ages from five to 18 years covered in our coaching programme. On course sessions as well as short game ones and Trackman are offered. I also sit on the club’s junior committee where I help and advise when required.
Are you actively trying to attract more women to golf?
I’m pleased to say our Get into Golf programme attracts a huge number of new women golfers and with our wonderful women’s section at the club, we run lots of new member / academy roll ups. This is a great stepping stone into full membership in a very friendly and welcoming environment.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
My team and I run a very successful Get into Golf programme which I like to think of as a stepping stone to membership; stage three of the programme is an academy membership which allows course usage and individual lessons.
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 offer a state-of-the-art fitting experience, using our Tackman 4 indoor studio utilising PING co Pilot and the Vokey wedge fitting app. We offer this wonderful service free, if you buy. I have just signed up to Golf Genius’s Coach Now, which has added a new and improved service to my clients’ lessons.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional in 2011 and started my PGA degree in 2012. Career highlights on the course would be qualifying for The TGI Partnership Trophy at The JCB Club in 2024 and in employment it would be being appointed head professional at Tiverton Golf Club in 2022.
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