Jack Frances, director of golf at Hadley Wood Golf Club and TGI partner, talks course investment, junior and ladies’ programmes, and why staying close to the latest industry trends keeps his professional shop ahead of the game.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
The golf industry moves so quickly it is tough to keep up with what new products are available. To make sure we keep up with the ever-evolving golf industry, over the last two years we have invested in attending the PGA Show in Florida.
Through TGI Golf Travel, it has been made very easy to attend the show. The team organised flights, accommodation and even golf when visiting the show. Seeing what the world has to offer at the PGA Show is a real eye opener and helps you keep on top of what is new in the industry.
Investing the time in the show and meeting all the manufactures we wouldn’t necessarily get to see in the UK gives the inspiration to always keep the shop up to date with all the latest golfing trends.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
We joined the TGI Golf Partnership back in 2024. Before joining Hadley Wood, I was the head professional at North Middlesex where I joined TGI through speaking to retail consultant Simon Keeling and it has been a great move, especially when taking on the new professional shop back in 2024.
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
Being a partner of TGI has opened the door to speak to fellow PGA professionals and like-minded individuals. Through my time I have been very fortunate to meet not only other TGI partners but also senior leaders from the top golf brands.
The day of a club professional can see you wear many hats; how do you manage your day?
No two days are ever the same as a PGA professional, so wearing multiple hats is simply part of the role. Organisation, planning and having a great team around you are key to managing each day effectively.
Hadley Wood has been a very busy golf club over the last couple of years, with the club and its members investing heavily in the renovation of all 18 holes. Alongside that, the introduction of our new marketing department and the power of social media have significantly increased activity across the club. It’s not just the new golf course that is attracting attention. There are also our midweek grill nights, social events and external fixtures such as our pro-am, sponsored by BMW, Peter Millar and G/FORE, which have all helped create a vibrant atmosphere and attracted more members and visitors.
Balancing coaching, retail, competitions, events and day-to-day operations requires good communication and prioritisation.
Having trusted partners like TGI also helps streamline the retail side of the business, allowing me to focus on delivering the best possible experience for our members and guests while ensuring everything runs smoothly.
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Managing stock is all about understanding your members and visitors, and planning. We’ve been fortunate to have huge support from our members, which has given us the confidence to invest in the right products.
In our first year, we took a more conservative approach to buying as we wanted to understand demand and shopping habits. By the second year, we were able to increase our investment and broaden our range, ensuring we had enough stock to meet the growing demand from both members and visitors.
We’ve also found that more bespoke and premium items require a greater level of commitment, but if you get the buying right, they can really refresh the shop each season and create excitement around new product launches. It’s about finding the right balance between core essentials and unique pieces that give members and visitors something different while maintaining healthy stock levels throughout the year.
What are you doing to support junior golf and introduce kids to the sport?
Supporting junior golf is a huge priority for us at Hadley Wood. This year we’ve launched a brand-new junior development programme with five levels – Beginner, Bronze, Silver, Gold and Elite. This has created a clear pathway from picking up a club for the first time through to becoming part of our elite junior section. We run weekly group coaching for every level, with opportunities to progress at the end of each term based on ability and development.
We’re proud to have more than 120 junior members and it’s important that they have plenty of opportunities to enjoy and compete in the game. Alongside regular coaching, we run weekly junior competitions, including our popular Junior Majors, which tie in with the men’s Major Championships and help create a fun, competitive environment for all our young golfers.
Are you actively trying to attract more women to golf?
Increasing female participation in golf has been a key focus at Hadley Wood, with PGA professional Daniel Edwards playing a crucial role in driving this initiative. Over the past two years, we’ve developed the programme through taster sessions, ladies’ clinics, special events and golf days designed to make the game more welcoming and accessible. One of our biggest successes came when an academy member introduced more than 30 ladies to golf for the very first time through coaching with Daniel and the team. As a result, we’ve seen our ladies’ section continue to grow, with many new members progressing into the club through our academy programme.
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?
To stay ahead and offer real added value, we provide a wide range of services that go beyond traditional retail. Our workshop offers re-gripping, loft and lie adjustments, trolley repairs and personalised laser engraving through our partnership with PRG. We also provide custom fitting sessions with PGA professional Greg Hurley using Foresight launch monitor technology to ensure every golfer has the right equipment for their game.
Alongside this, we organise custom orders for societies and golf days to help make every event memorable, run coaching trips and host manufacturer fitting days with leading brands including Titleist, Callaway and TaylorMade. These additional services allow us to deliver a complete experience for our members and visitors, both on and off the course.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional 13 years ago and through my playing career it must be winning the PGA National 4BBB Championship in 2024 and defending in Scotland in 2025, shooting a 12-under par 60 with Oliver Chesterman of Highgate Golf Club. Winning that event with Ollie having known him as a junior at Highgate was a career highlight for me.
In terms of employment, my career highlight was becoming Director of Golf at Hadley Wood Golf Club, a club that is always progressing through the course renovation and professional shop offer, and a one I am very proud to be a part of.
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