Mark Luckett has been head professional at Yeovil Golf Club since the club acquired the professional shop in 2020. He talks about driving range technology, why custom fitting has reshaped his stock holding and how TGI Golf has helped grow the pro shop, including during a change of its ownership.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
The golf industry has changed over the last decade. We’ve focused on providing an excellent customer experience, a new members’ loyalty scheme, adopting digital tools and expanding our product range to match changing demands. The introduction of technology at Yeovil has been beneficial to the business and its continuous growth. We have a modern driving range with 15 bays fitted with Toptracer technology, plus a dedicated fitting studio equipped with Trackman 4 for precise club and ball data. Honestly, it’s helped us grow while keeping that personal touch, that’s what sets us apart.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
TGI has always been part of the business here at Yeovil Golf Club. Having worked for Geoff Kite for five years managing the shop, I already knew the TGI brand and retail services group. I worked closely with my retail consultant, Simon Keeling and saw first hand how effective their systems were and the real benefit they brought to the business. In 2020, Yeovil GC acquired the professional shop from Geoff, and TGI continued to help the shop grow.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
Continuing the relationship with TGI through the business transition, to be honest, has been the best business decision I’ve made. Having direct access to Simon Keeling, the TGI team, and other partners has been incredibly valuable. Just being able to call Simon or other team members for advice or to bounce around an idea makes a real difference. The extra TGI events are also a big bonus, helping me strengthen relationships with partners and members throughout the year.
The day of a club professional can see you wear many hats; how do you manage your day?
As a club professional, we wear many hats to operate the business effectively. On a day-to-day basis, most mornings are spent in the shop, dealing with customers and members, completing paperwork and speaking with suppliers and companies on a regular basis. Generally, I will have some meetings planned with the club manager and company ASMs.
From lunchtime through to the late afternoon and early evening, I carry out most of my club fitting and teaching. This gives me a good balance between the retail and business side of the role and the more customer-focused aspects of fitting and coaching.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Our pro shop is one of the largest and best stocked in the south-west. It features a wide range of hardware, apparel, shoes, trolleys, bags and golfing accessories. Current hardware brands include Ping, Titleist, Callaway, TaylorMade, and Wilson. Each of which gives me multiple price points in hardware.
While regularly updating its offerings to reflect the latest industry trends, the shop introduces new brands in areas such as clothing and shoes, to keep the selection fresh and new. It’s important as a business to be aware of your stock levels and the price items are being bought in for. Custom fitting has allowed us to reduce the stock holding on display as most of our sales are bespoke to the customer. The golf brands and TGI have helped greatly with merchandising and ticketing of the display in the shop.
What are you doing to support junior golf and introduce kids to the sport?
Juniors are an active part of our coaching week. We work closely with the Dorset Golf Union as a Dorset Academy hub hosting competitions including SEBO in collaboration with Sherborne Golf Club. In the school holidays, we run junior golf camps. During the school term, four local schools visit regularly for coaching. Every weekend throughout the year we hold two Sunday coaching sessions led by our pros Matt and John.
The Newton, our nine-hole course has a shortened course marked out for children to play; as they develop, they can then move up to the longer tee markers. Our Toptracer technology on the range allows children to play golfing games including Angry Birds, helping juniors learn golf in a fun and engaging way.
Are you actively trying to attract more women to golf?
Our coaching team is dedicated to encouraging more women and girls to take up the game. We offer beginner lessons through three-week courses consisting of three-hour sessions where pupils learn the fundamentals, covering irons, woods and short game. The goal is to build core skills while introducing them to a welcoming community of like-minded players.
The club proudly supports ladies’ events both locally and regionally, including hosting the Coronation Foursomes Southwest Finals for the past two years, and this year the Southwest Inter-Counties Finals.
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
The pathway for new golfers begins with group coaching, progresses to individual lessons and continues through an academy membership that makes use of the nine-hole course supported by further sessions with a PGA professional. From there, players develop into active members in all sections 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?
Technology is a big part of the day-to-day running of the club to help us stand out from our competitors. We use Toptracer on our driving range, Trackman 4 in our fitting studio and use the XPOS till system in the shop. We make regular use of fitting apps, such as the Titleist Ball app, the Vokey Wedge app and PING’s Co-Pilot, to achieve the best possible fittings for clubs and balls.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned pro in 1998 at Taunton Vale and then worked at Wheathill Golf Club and am currently head pro at Yeovil.
Playing highlights have included playing in the 2010 Glenmuir PGA Professional Championship at the Oxfordshire Golf Club and winning several tournaments and pro-ams in the south-west region.
From an employment perspective, I’d say being the regional nominee for the TGI PING Fitter of the Year in 2019 and being nominated for TGI Pro Shop of the Year in 2022. Also winning A TGI TaylorMade Select Award in 2023 and TGI Titlist Partner of the Year for 2025.
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