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What does GolfTEC understand that most instructors don’t?

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Right now, GolfTEC is dominating the instruction market. Last year, the company had nearly $100 million in sales, and it now controls 25 percent of the golf lesson industry.

A big reason for their success can be explained by their structure:

  1. GolfTEC advertises to golfers online.
  2. Golfers learn about what GolfTEC does on its website.
  3. Golfers schedule and pay for lessons on GolfTEC’s website.

The structure allows GolfTEC instructors to do what they do best — give lessons — while GolfTEC invests into growing its business. 

GolfTEC has proven what works to dominate the market, and there is a lot to be learned for golf instructors who have their own teaching businesses. Even if you don’t see GolfTEC as your competitor, it’s clear that they didn’t become a force in the industry by accident. Implementing GolfTEC’s methods in your business can in many cases help golf instructors accomplish their goals much faster and easier than they might have otherwise. 

The Changing Consumer

the changing consumer

GolfTEC understands where golfers are and how to reach them. The company knows that consumers want to research, schedule lessons and checkout right from their computer or mobile device. And right now, 85 percent of consumers research a business online before committing to any kind purchase. 

Things were far simpler 10 years ago. Instructors didn’t have to worry about having a website that sells, being active on social media, running advertisements, or finding ways to reach more customers online. But now they do, because golfers are going digital, and that’s even if you rely on word of mouth.

In today’s world, being online is seen as a necessity. But before diving into the web, you should ask yourself, “Why does it matter?” Well, because when you do it right, it works.

Picture an online system that gets new customers in the door and allows them to book a lesson online. Wouldn’t that free up more time for you so you can focus on learning and teaching. Sounds great, right?

Don’t see getting online as a chore. Instead, see it as way to dramatically improve how you do business. You’ll spend less time selling, scheduling, and managing, and more time with your clients.

In a Golfer’s Shoes

Let’s think about this from a golfer’s perspective. Let’s say you’re a golfer looking for golf lessons, and you don’t know any instructors. More likely than not, you turn to Google as most of us do anytime we need to find something.

This is exactly what golfers are doing today. In fact, the PGA has seen a 43 percent year-over-year increase of millennials (golfers ages 20-34) searching for golf online. They expect to go to your website, learn about you, read reviews, and schedule a lesson. Surprisingly, very few instructors are taking advantage of this very natural behavior.

Let’s compare what GolfTEC is doing vs. the average golf instructor. Here’s a simple breakdown. 

GolfTEC

  • Shows up across Google for any search terms related to golf lessons.
  • Uses smart, online advertising across the web.
  • Has a website that builds trust and sells its benefits to golfers.
  • Conveniently allows golfers to schedule and pay for lessons on its website.
  • Engages with customers after they book a lesson through email marketing and social media.

Most Golf Instructors

  • Are not visible on Google Search results related to golf lessons.
  • Rely primarily on word of mouth and print advertising.
  • Don’t have a personal website (only 3 percent of instructors do).
  • Are not building trust with potential customers online.
  • Require golfers to pick up the phone or write an email to book a lesson.
  • Accept payment by cash or check.
  • Are not engaging current or past customers online.

Now, we’ve seen what makes the difference. If you are an instructor, the question becomes: what will you do about it? We’re sitting at a turning point for the future success of your golf lesson business. Consumers will continue to move online. The golf instructors that meet them there will thrive.

To learn more about my company that helps golf instructors get online, click here.

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Derek Larson is a student at Northwestern and the co-founder of Dotbound. His goal is to help golf instructors take advantage of the web to run their business more effectively, and recently wrote an eBook about it. Derek is an avid golfer and traveler.

25 Comments

25 Comments

  1. Someone

    May 22, 2017 at 10:38 pm

    This article is garbage. Title misleads thinking that it was going to explain how golftec is somehow better at improving your game over golf pros. Instead it’s about business? This is a GOLF site…not a damn forbes “how we made our millions” business column. I could give two craps about golftecs advertising or how they reach their customers. What I do care about is the service that golftec offers and how good it is compared to other pros and instructors. What a HUGE waste of time…article is worthless to golfers that actually want to know about GOLF, not the “business” of golf. Has GOLFWRX lost its direction? Do they let anyone write now? Geez…where is the quality control…

  2. Jim

    May 22, 2017 at 6:12 pm

    I have to admit they were very honest about the commitment needed by the client and the time it would take to make various was longer for some issues than others.

    We were never told to lie or sell quick fixes… quite the contrary, to explain WHY it will probably take 40 weeks or even a full year to make these changes and habe them

    • Jim

      May 22, 2017 at 6:21 pm

      …it ate half the comment…

      And HAVE THEM take hold on the course, which any real instructor knows is true if say a solid 18 decides he wants to do this, and get to a 7 or 8…

      It’s the “quality & experience” of the instructors that’s BS. Sure, folks get better with time, and learn from the more experienced ones at the center they’ll go to, but I had 2 cats in my 10 person GT ‘U’ class that had virtually NO lesson experience AT ALL, and 2 who had done ‘ a few lessons’ or the jr clinic… they don’t care WHAT’s actually taught – as long as they use people’s biomeasurements and get them into ‘positions’…

    • Jim

      May 23, 2017 at 1:59 am

      They were selling franchises – which is what I was interested in. Great national exposure, net presence etc.

      I would’ve MOST DEFINITELY RUN IT MY WAY, and hired & trained my staff personally but they aren’t looking to bounce. They believe, and they have significant $$$ invested.

      They’re just total users, dishonest, and have NO quality control other than occasional ‘peer reviews’ where coaches are periodically supposed to randomly review the lesson recap a client recieves and rate it….

      I’m offended anytime I see any promo for them, as the skeleton is definitely there to actually be really good. And there are indeed good coaches in there…but it is NO WAY honorable, honest or consistent….

      A shame…

    • TeeBone

      May 24, 2017 at 5:18 pm

      GolfTEC’s been around for over 15 years, and last year was their best ever. Pay attention. Your rambling, incoherent posts make no sense. The only consistency is your negativity towards any instruction that doesn’t conform to your schizophrenic system. You’re clearly not a professional instructor, so stop acting as though you you have any idea what the hell you’re talking about.

      • Jim

        Jun 2, 2017 at 10:44 am

        Obviously you can’t read. Nothing to do with disagreeing with any ‘system’. Actually agree with them on the fact there are no quick fixes and they are honest about that.

        Their boiler room complete disregard for their pros and complete lack of any instructional belief ot other than to contort every body type into the same positions. … bite me

        • stephenf

          Jun 2, 2017 at 5:15 pm

          If I understood your earlier comments, you’re a PGA member. Is that right? I’m just getting at the “clearly not a professional instructor” allegation.

          Either way, I don’t see the point in worrying about someone who thinks 15 years in the business and a great year last year are proof of good business practices and good golf instruction. Just dumb.

  3. Chris Cruz

    May 22, 2017 at 4:32 pm

    Derek,
    If you are reading the comments to this article, I commend you, your insight, and initiative. I own a small web production and strategy shop, and I think your assessments are correct.

    The only feedback I would give is that the headline is a bit misleading and polarizing. The polarizing part is good to a degree, but not when it misleads the user from content they would expect to see when they click on the article. Or when it stirs up undesired predispositions in the user thats about to view your content. As this headline did.

    Many folks read the headline and the rest of your story didnt matter to them, they were too focused on a headline that reads positively for golf tec instruction which your story doesnt even really talk about.

    Something more accurate to description would be something like “How GolfTec’s Digital efforts attribute to their success and how you (the instructor) can benefit” Obviously thats too long I’m no copywriter. But you get the point, anyway, applaud you for your initiative even as a student, and just trying to provide some constructive feedback for you.

    However, I agree with other WRXers on this thread. Golf wrx doing all this advertorial is kind of a bummer, but i get it. It’s a business and you need revenue, still a bummer.

  4. Kenn

    May 22, 2017 at 12:36 pm

    Okay, after one lesson at GolfTec they isolate several swing faults that must be remedied. What happens next? Simply identifying your swing faults is surely not enough, and then practicing on your own is futile because you don’t know if you are doing the changes correctly. Must you return to GolfTec on a regular basis to check out what’s happening to your swing? How do you eliminate your swing faults after the Golftec session?

  5. Steve S

    May 22, 2017 at 8:47 am

    Basically this is a very nice ad for the author’s company Dotbound. The website states “We help teaching professionals sell more lessons while making life easier.”

    So another ad disguised as a legitimate article. GolfWRX should have charged him for the space.

  6. Judge Smells

    May 22, 2017 at 7:09 am

    The only difference is Golftec has more overhead costs than your local pro

  7. Alex Jackson

    May 21, 2017 at 9:31 am

    All you guys bashing GolfTec obviously didn’t read the article. It has nothing to do with their method/how they teach. The article is about how they market themselves and make it easy for the student to book and pay for lessons.

    • Greg

      May 21, 2017 at 10:39 am

      Exactly, the author (Derek) seems to be a very enterprising young man and I’m impressed with his insight and initiative. His premise of the trend does seem to be true base on the number of instructors we see that are taking advantage of websites, YouTube, online lessons, online memberships, blogs, forums, etc. Think of Shawn Clements, Clay Ballard, Monte, etc…etc. I would agree with Derek, that instructors not expanding their marketing/product to fully use the “internet” run the risk of being marginalized even if they do have a club (private or public). I’m not an instructor, but I fit the golfing consumer profile Derek described.

    • TR1PTIK

      May 22, 2017 at 12:10 pm

      Agreed. I don’t care for GolfTec’s instruction (based on reviews, I’ve never been), but I still enjoyed the article and thought it was completely relevant. The author wasn’t trying to sell anyone on anything. To sum it up, the article suggests that teaching pros could learn a thing or two about online presence from GolfTec (i.e. SEO, e-commerce, etc.). After reading, my first thought was to share with my course pro to pick his brain and suggest some new ways for him to generate business at his course.

  8. larry

    May 21, 2017 at 7:51 am

    Anyone going to golf tec is an absolute idiot, find a teaching pro at a private club there always the best.

    • setter02

      May 22, 2017 at 7:10 am

      About as solid a statement as can be said for someone who knows nothing, congrats!!! Very good blanket statement, you should feel proud of how hard it would be to pick this one apart…

    • Judge Smells

      May 22, 2017 at 1:13 pm

      I could not agree more, Golf is played outside on grass not inside on a computer screen

  9. Mat

    May 20, 2017 at 7:18 pm

    GolfTec is only doing one thing right. They are commoditising a business that had been traditionally attached to golf facilities. The rest of it is scale, and they’ve been able to build scale because they are not attached to single facilities.

    It doesn’t make the instruction any better; if anything, it makes it worse.

  10. Billy

    May 20, 2017 at 5:48 pm

    I visit golftec once. They got gc2 so I asked if they have hmt. Well.. the instructor didn’t even know what’s hmt

  11. Dat

    May 20, 2017 at 4:39 pm

    Golf tec singlehandedly ruined my swing for a month after I went for a free consult I won. Never again.

    • Mat

      May 20, 2017 at 7:21 pm

      Yep. They fit you into their one swing, on carpet. Having said that, they’re like half the instructors out there anyhow; they have “the book” on a swing, and try to get you to emulate it. They should be helping you find the most repeatable action for your body, but just as in equipment, distance sells. So the generic lesson gets the yardage number up as the main success metric. Not healthy.

  12. Caleb

    May 20, 2017 at 2:04 pm

    I’d take this a lot more seriously if there wasn’t a GolfTec ad right next to the article.

    • Zak Kozuchowski

      May 20, 2017 at 6:18 pm

      Caleb,

      That ad you’re seeing is a third-party ad based on your search history. GolfTEC is not a GolfWRX sponsor.

      • setter02

        May 20, 2017 at 9:54 pm

        And all the ads are ruining the site!

        • The dude

          May 23, 2017 at 4:54 am

          ….another one who doesn’t understand..

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Opinion & Analysis

Clark: A teacher’s take on Brandel Chamblee’s comments

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Because I’m writing to a knowledgeable audience who follows the game closely, I’m sure the current Brandel Chamblee interview and ensuing controversy needs no introduction, so let’s get right to it.

Brandel Chamblee, a former PGA Tour player, now plays a role as a TV personality. He has built a “brand” around that role. The Golf Channel seems to relish the idea of Brandel as the “loose cannon” of the crew (not unlike Johnny Miller on NBC) saying exactly what he thinks with seeming impunity from his superiors.

I do not know the gentleman personally, but on-air, he seems like an intelligent, articulate golf professional, very much on top of his subject matter, which is mostly the PGA Tour. He was also a very capable player (anyone who played and won on the PGA Tour is/was a great player). But remember, nowadays he is not being judged by what scores he shoots, but by how many viewers/readers his show and his book have (ratings). Bold statements sell, humdrum ones do not.

For example, saying that a teacher’s idiocy was exposed is a bold controversial statement that will sell, but is at best only partly true and entirely craven. If the accuser is not willing to name the accused, he is being unfair and self-serving. However, I think it’s dangerous to throw the baby out with the bathwater here; Brandel is a student of the game and I like a lot of what he says and thinks.

His overriding message in that interview is that golf over the last “30-40 years” has been poorly taught. He says the teachers have been too concerned with aesthetics, not paying enough attention to function. There is some truth in that, but Brandel is painting with a very broad brush here. Many, myself included, eschewed method teaching years ago for just that reason. Method teachers are bound to help some and not others. Maybe the “X swing” one player finds very useful, another cannot use it all.

Brandel was asked specifically about Matthew Wolff’s unique swing: Lifting the left heel, crossing the line at the top, etc. He answered, “of course he can play because that’s how he plays.” The problem would be if someone tried to change that because it “looked odd.” Any teacher worth his weight in salt would not change a swing simply because it looked odd if it was repeating good impact. I learned from the great John Jacobs that it matters not what the swing looks like if it is producing great impact.

Now, if he is objecting exclusively to those method teachers who felt a certain pattern of motions was the one true way to get to solid impact, I agree with him 100 percent. Buy many teach on an individual, ball flight and impact basis and did not generalize a method. So to say “golf instruction over the last 30-40 years” has been this or that is far too broad a description and unfair.

He goes on to say that the “Top Teacher” lists are “ridiculous.” I agree, mostly. While I have been honored by the PGA and a few golf publications as a “top teacher,” I have never understood how or why. NOT ONE person who awarded me those honors ever saw me give one lesson! Nor have they have ever tracked one player I coached.  I once had a 19 handicap come to me and two seasons later he won the club championship-championship flight! By that I mean with that student I had great success. But no one knew of that progress who gave me an award.

On the award form, I was asked about the best, or most well-known students I had taught. In the golf journals, a “this-is-the-teacher-who-can-help-you” message is the epitome of misdirection. Writing articles, appearing on TV, giving YouTube video tips, etc. is not the measure of a teacher. On the list of recognized names, I’m sure there are great teachers, but wouldn’t you like to see them teach as opposed to hearing them speak? I’m assuming the “ridiculous” ones Brandel refers to are those teaching a philosophy or theory of movement and trying to get everyone to do just that.

When it comes to his criticism of TrackMan, I disagree. TrackMan does much more than help “dial in yardage.” Video cannot measure impact, true path, face-to-path relationship, centeredness of contact, club speed, ball speed, plane etc. Comparing video with radar is unfair because the two systems serve different functions. And if real help is better ball flight, which of course only results from better impact, then we need both a video of the overall motion and a measure of impact.

Now the specific example he cites of Jordan Spieth’s struggles being something that can be corrected in “two seconds” is hyperbolic at least! Nothing can be corrected that quickly simply because the player has likely fallen into that swing flaw over time, and it will take time to correct it. My take on Jordan’s struggles is a bit different, but he is a GREAT player who will find his way back.

Brandel accuses Cameron McCormick (his teacher) of telling him to change his swing.  Do we know that to be true, or did Jordan just fall into a habit and Cameron is not seeing the change? I agree there is a problem; his stats prove that, but before we pick a culprit, let’s get the whole story. Again back to the sensationalism which sells! (Briefly, I believe Jordan’s grip is and has always been a problem but his putter and confidence overcame it. An active body and “quiet” hands is the motion one might expect of a player with a strong grip-for obvious reason…but again just my two teacher cents)

Anyway, “bitch-slapped” got him in hot water for other reasons obviously, and he did apologize over his choice of words, and to be clear he did not condemn the PGA as a whole. But because I have disagreements with his reasoning here does not mean Brandel is not a bright articulate golf professional, I just hope he looks before he leaps the next time, and realizes none of us are always right.

Some of my regular readers will recall I “laid down my pen” a few years ago, but it occurred to me, I would be doing many teachers a disservice if I did not offer these thoughts on this particular topic!

 

 

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Opinion & Analysis

A trip down Magnolia Memory Lane: Patron fashion at the 1991 Masters

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Like a lot of golfers out there, I’ve been getting my fix thanks to the final round Masters broadcasts on YouTube via the Masters channel. Considering these broadcasts go back as far as 1968, there is a lot we could discuss—we could break down shots, equipment, how the course has changed, but instead I thought we could have a little fun taking a different direction—fashion.

However, I’m not talking players fashion, that’s fairly straight forward. Instead, I wanted to follow the action behind the action and see what we could find along the way – here are the 1991 Highlights.

I love the “Die Hard” series as much as anyone else but one fan took it to a new level of fandom by wearing a Die Hard 2 – Die Harder T-shirt to Sunday at the Masters. This patron was spotted during Ian Woosnam fourth shot into 13. Honorable mention goes to Woosie’s gold chain.

There is a lot going on here as Ben Crenshaw lines up his put on 17. First, we have the yellow-shirted man just left of center with perfectly paired Masters green pants to go along with his hat (he also bears a striking resemblance to Ping founder Karsten Solheim). Secondly, we have what I would imagine is his friend in the solid red pants—both these outfits are 10 out of 10. Last but not least, we have the man seen just to the right of Ben with sunglasses so big and tinted, I would expect to be receiving a ticket from him on the I20 on my way out of town.

If you don’t know the name Jack Hamm, consider yourself lucky you missed a lot of early 2000s late-night golf infomercials. OK so maybe it’s not the guy known for selling “The Hammer” driver but if you look under the peak of the cabin behind Woosie as he tees off on ten you can be forgiven for taking a double-take… This guy might show up later too. Honorable mention to the pastel-pink-shorted man with the binoculars and Hogan cap in the right of the frame.

Big proportions were still very much in style as the 80s transitioned into the early 90s. We get a peek into some serious style aficionados wardrobes behind the 15th green with a wide striped, stiff collared lilac polo, along with a full-length bright blue sweater and a head of hair that has no intention of being covered by a Masters hat.

Considering the modern tales of patrons (and Rickie Folwer) being requested to turn backward hats forward while on the grounds of Augusta National, it was a pretty big shock to see Gerry Pate’s caddy with his hat being worn in such an ungentlemanly manner during the final round.

Before going any further, I would like us all to take a moment to reflect on how far graphics during the Masters coverage has come in the last 30 years. In 2019 we had the ability to see every shot from every player on every hole…in 1991 we had this!

At first glance, early in the broadcast, these yellow hardhats threw me for a loop. I honestly thought that a spectator had chosen to wear one to take in the action. When Ian Woosnam smashed his driver left on 18 over the bunkers it became very apparent that anyone wearing a hard hat was not there for fun, they were part of the staff. If you look closely you can see hole numbers on the side of the helmets to easily identify what holes they were assigned to. Although they have less to do with fashion, I must admit I’m curious where these helmets are now, and what one might be worth as a piece of memorabilia.

Speaking of the 18th hole, full credit to the man in the yellow hat (golf clap to anyone that got the Curious George reference) who perfectly matched the Pantone of his hat to his shirt and also looked directly into the TV camera.

It could be said the following photo exemplifies early ’90s fashion. We have pleated Bermuda shorts, horizontal stripes all over the place and some pretty amazing hairstyles. Honorable mention to the young guys in the right of the frame that look like every ’80s movie antagonist “rich preppy boy.”

What else can I say except, khaki and oversized long sleeve polos certainly had their day in 1991? We have a bit of everything here as Tom Watson lines up his persimmon 3-wood on the 18th. The guy next to Ian Woosnam’s sleeves hit his mid-forearm, there are too many pleats to count, and somehow our Jack Hamm look-alike managed to find another tee box front row seat.

You can check out the full final-round broadcast of the 1991 Masters below.

 

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19th Hole

GolfWRXers Vote: Best U.S. Open venue showdown

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Following on from our Golf Movie Madness contest which saw GolfWRXers vote “Caddyshack” the best golf film ever, we thought it was time to up the ante and find out the GolfWRX consensus on one of the more debated subjects in golf—U.S. Open host venues.

We’re matching off the last 16 U.S. Open venues to find out what GolfWRXers think is the ultimate U.S. Open course.

As with our Golf Movie Madness contest, we’ll leave voting open for 48 hours for the first eight head-to-heads. At that time, we’ll determine the winners and matchups for the next four games.

So get voting below and let’s find out who GolfWRXers crown as the ultimate U.S. Open course!

 

*Years hosted, winners and avg. winning score from 1950 onwards*

Game 1

Pebble Beach

  • Years Hosted: 1972, 1982, 1992, 2000, 2010, 2019
  • Winners: Nicklaus (+2), Watson (-6), Kite (-3), Woods (-12), McDowell (E), Woodland (-13)
  • Avg. winning score: -5.33

Torrey Pines SC

  • Years Hosted: 2008
  • Winners: Woods (-1)
  • Avg. winning score: -1

U.S. Open Game 1

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Game 2

Oakland Hills SC

  • Years Hosted: 1951, 1961, 1985,1996
  • Winners: Hogan (+7), Littler (+1), North (-1), Jones (-2)
  • Avg. winning score: +1.25

Winged Foot GC

  • Years Hosted: 1959, 1974, 1984, 2006
  • Winners: Casper (+2), Irwin (+7), Zoeller (-7), Ogilvy (+5)
  • Avg. winning score: +1.75

U.S. Open Game 2

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Game 3

Chambers Bay

  • Years Hosted: 2015
  • Winners: Spieth (-5)
  • Avg. winning score: -5

Baltusrol GC

  • Years Hosted: 1954, 1967, 1980, 1993
  • Winners: Furgol (+4), Nicklaus (-5), Nicklaus (-8), Janzen (-8)
  • Avg. winning score: -4.25

U.S. Open Game 3

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Game 4

Pinehurst Resort (No 2.)

  • Years Hosted: 1995, 2005, 2014
  • Winners: Stewart (-1), Campbell (E), Kaymer (-9)
  • Avg. winning score: -3.33

Olympic Club

  • Years Hosted: 1955, 1966, 1987, 1998, 2012
  • Winners: Fleck (+7), Casper (-2), Simpson (-3), Janzen (E), W. Simpson (+1)
  • Avg. winning score: +0.75

U.S. Open Game 4

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Game 5

Oakmont CC

  • Years Hosted: 1953, 1962, 1973, 1983, 1994, 2007, 2016
  • Winners: Hogan (-5), Nicklaus (-1), Miller (-5), Nelson (-4), Els (-5), Cabrera (+5), Johnson (-4)
  • Avg. winning score: -2.71

Bethpage Black

  • Years Hosted: 2002, 2009
  • Winners: Woods (-3), Glover (-4)
  • Avg. winning score: -3.5

U.S. Open Game 5

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Game 6

Southern Hils CC

  • Years Hosted: 1958, 1977, 2001
  • Winners: Bolt (+3), Green (-2), Goosen (-4)
  • Avg. winning score: -1

Olympia Fields CC

  • Years Hosted: 2003
  • Winners: Furyk (-8)
  • Avg. winning score: -8

U.S. Open Game 6

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Game 7

Merion GC

  • Years Hosted: 1950, 1971, 1981, 2013
  • Winners: Hogan (+7), Trevino (E), Graham (-7), Rose (+1)
  • Avg. winning score: (+0.25)

Erin Hills

  • Years Hosted: 2017
  • Winners: Koepka (-16)
  • Avg. winning score: -16

U.S. Open Game 7

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Game 8

Congressional CC

  • Years Hosted: 1964, 1997, 2011
  • Winners: Venturi (-2), Els (-4), McIlroy (-16)
  • Avg. winning score: -7.33

Shinnecock Hills GC

  • Years Hosted: 1986, 1995, 2004, 2018
  • Winners: Floyd (-1), Pavin (E), Goosen (-4), Koepka (+1)
  • Avg. winning score: -1

U.S. Open Game 8

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