When people hear the phrase “junior golf,” they tend to think of things like group clinics, summer camps, or perhaps even an annual father-son event. These types of things come to mind: the images of kids strung across a driving range, whacking away and free-wheeling at golf balls, with little thought given to aim or technique, is the likely vision one sees. For some, the idea of a glorified babysitting service, with golf clubs, may come to mind…something offered at the club so mom and dad can enjoy a beverage or two.
In my mind, these stereotypical ideas of what “junior golf” is are very sad ways of characterizing programming for our youth. What’s even worse, is the fact that many golf professionals buy into these stereotypes and provide “junior golf” programming in such a manor.
From this point on, for the sake of this discussion, let’s stop using the term “junior golf.” That phrase alone may be so ingrained in the minds of many, that images as what was mentioned above can’t help but come to mind. I think the phrase, “youth player development” sounds much, much better. In the big picture, that is what we, the PGA Golf Professionals, as keepers of the game, should be doing…developing players. In this case, the development of players has a focus on the youth within our communities.
The impact that “youth player development” has on our game overall cannot be understated. It is the gateway to the long-term health of the golf industry. It has been proven that a positive, fun and productive introduction to golf leads to lifelong golfers. For the gatekeepers of the game, the PGA Professionals, that is the mission. We must continue to develop players in order for courses to continue to operate. It’s a very simple fact of economics, you must create a demand for a product or service in order for your business to survive.
So, if a structured, positive and fun introduction of golf to kids is almost proven to create lifelong golfers, why is it sadly still seen as a “nice to do” or “feel good” thing by many? The answer, simply, is that many owners and operators get stuck in the instant…the now…and the quick buck. The idea of the “long play” and creating long-term customers is not something that many want to invest resources in. After all, it’s not, at least in their mind, something that will show the results desired in a timeframe that is conducive to creating revenue in the now. This mode of thinking is counterproductive in many ways and its what’s driving many clubs to have to close the doors for good at their facilities.
Creating youth programming leads to the opportunity to capture an even broader audience. Moms, dads, grandma, grandpa, little sis, or big brother. Even the non-golfing friends of kids that do play the game can now be captured as well…I’ll explain this in a bit. Getting results from opportunities like these is indeed something that can produce revenue in the short term…if you structure things the right way and have “Youth Player Development” at the core. Before I explain, I must define a few things.
What “youth player development” is NOT
- One focused on creating single-digit, competitive youth golfers (is it happens, that’s great!)
- One that is seen in a mentality as being a “nice to have” or “Babysitting Service”
- One created by or solely ran by your new, young professionals (They should be involved, but these initiatives need to be led by senior golf staff)
- One with a PGA Junior League program that is merely about winning
- One with programming in place, but has an atmosphere that is not fun, inclusive or positive
What “youth player development” IS
- One creating life-long golfers…at any level!
- One that has a staff that truly cares about a positive, inclusive environment
- One that sees the Head Golf Professional, Director of Golf, and other higher profile Professional’s involved
- One that has a PGA Junior League program that has a good balance of beginner, intermediate and advanced players
- One that is Fun, Fun, Fun, Inclusive, Inclusive, Inclusive, Positive, Positive, Positive
With the before mentioned in mind, here is how you create short term revenue, hand-in-hand, with long-term, youth player development programming.
Establish and fully embrace PGA of America, and other Allied Association lead programming. Register as a coach and establish a PGA Junior League team (or two), host a Drive, Chip and Putt local or regional qualifier, and start a Get Golf Ready Program focused on youth. In addition, create programming similar to our Little Linksters™ program which focuses on ages 3-8. All of this becomes your base.
As step one evolves, introduce programming that runs in conjunction with your “youth player development” base programs. You will find that parents, grandparents and siblings will be hanging around the club while these base programs are going on. Establish programming for those “hanging out” that are conducted during the same time frame as your base youth programs. 30-minute couples’ clinics, women’s clinics, specialty clinics such as short game, driver, etc. and market these to the folks that are waiting for their kiddos in your youth programs.
Not everyone plays golf, but everyone eats! Creating special menus or specials for the families of the kids taking part in your base youth player development programming is a no-brainier, but rarely is seen. You have a captured audience right there for the taking. Show your facility off and be proud. Creating an atmosphere that makes these families feel welcome and special pays major dividends.
Create other specials for the families of your “youth player development” programming such as range bucket punch cards, golf shop coupons, or reduced round rates for a parent and child…or better yet, a family rate for two kids and two adults.
The beautiful thing about PGA Junior League is that it is a team-based program, something unique to a game that is, for the most part, a singular sport. This simple fact is something that can bring in non-golf youth athletes that may want to share an activity with a golfing friend. I have seen this first hand, and, in a few cases, I’ve seen kids move toward golf in place of other sports they played.
The real secret sauce that you need to put on top of all the above-mentioned ingredients is this…keep things economical, inclusive, fun and inviting. Creating a positive atmosphere will only make folks want to stay longer and come by more often.
As an industry, we need to think more progressively and seek opportunities for growth in places we may have never looked before. Take a page out of the book of Topgolf. They have recognized that people want to be entertained and have fun. Golf has a great deal of tradition that makes it the special game that it is. However, being stuck in our ways, wearing blinders and not thinking outside the box is detrimental to the health of our game. Keeping the youth at the forefront and creating a community around them at your club could be the game changer needed at your club. For those that do not work in the industry but are consumers of golf, I encourage you to share these thoughts with management at your club…especially if you’ve noticed things getting a little stale and crusty around the edges.
Squares2Circles: Course strategy refined by a Ph.D.
What do you get when you combine Division I-level golf talent, a Ph.D. in Mathematics, a passion for understanding how people process analytical information, and a knowledge of the psychology behind it? In short, you get Kevin Moore, but the long version of the story is much more interesting.
Kevin Moore attended the University of Akron on a golf scholarship from 2001-2005. Upon completing his tenure with the team, he found himself burned out on the game and promptly hung up his sticks. For a decade.
After completing his BS and MS degrees at the University of Akron, Kevin then went to Arizona State to pursue his Ph.D. Ultimately what drew him to the desert was the opportunity to research the psychology behind how people process analytical information. In his own words:
“My research in mathematics education is actually in the realm of student cognition (how students think and learn). From that, I’ve gained a deep understanding of developmental psychology in the mathematical world and also a general understanding of psychology as a whole; how our brains work, how we make decisions, and how we respond to results.”
In 2015, Kevin started to miss the game he loved. Now a professor of mathematics education at the University of Georgia, he dusted off his clubs and set a goal to play in USGA events. That’s when it all started to come together.
“I wanted to play some interesting courses for my satellite qualifiers and I wasn’t able to play practice rounds to be able to check them out in advance. So I modified a math program to let me do all the strategic planning ahead of time. I worked my way around the golf course, plotting out exactly how I wanted to hit shot, and minimizing my expected score for each hole. I bundled that up into a report that I could study to prepare for the rounds.
“I’m not long enough to overpower a golf course, so I needed to find a way to make sure I was putting myself in the best positions possible to minimize my score. There might be a pin position on a certain green where purposely hitting an 8-iron to 25 feet is the best strategy for me. I’ll let the rest of the field take on that pin and make a mistake even if they’re only hitting wedge. I know that playing intelligently aggressive to the right spot is going to allow me to pick up fractions of strokes here and there.”
Here’s what the leaders have to look forward to as they close “The Bear Trap”. The 17th plays to a mere 156 yards today, but any play at the pin depth or line necessarily brings the penalty area into play. Commit to a line, hit the shot, and accept the result. pic.twitter.com/g0a2qqCv3E
— Squares2Circles (@Squares2Circles) March 3, 2019
His plan worked, too. Kevin made it to the USGA Mid-Amateur at Charlotte Country Club in September of 2018 using this preparation method for his events just three years after taking a decade off of golf. In case you missed the implied sentiment, that’s extremely impressive. When Kevin showed his reports to some friends that played on the Web.com Tour and the Mackenzie Tour, they were so impressed they asked him to think about generating them for other people. The first group he approached was the coaching staff at the University of Georgia, who promptly enlisted his services to assist their team with course strategy in the spring of 2019. That’s when Squares2Circles really started to get some traction.
At that point, UGA hadn’t had a team win in over two seasons. They also hadn’t had an individual winner in over one season and had missed out on Nationals the previous two seasons. In the spring of 2019, they had three team wins (including winning Regionals to advance to Nationals) and two individual wins (including Davis Thompson’s win at Regionals). Obviously, the credit ultimately belongs to the players on the team, but suffice it to say it appears as though Kevin’s involvement with the team was decidedly useful.
“One of the things we really focused in on was par 3 scoring. They finished 3rd, 2nd, 4th, and 3rd in the field as a team in their spring tournaments. Then at the SEC’s they struggled a bit and finished 6th in the field. At Regionals, they turned it around and finished 1st in the field with a score of +6 across 60 scores (186 total on 60 par 3’s, an average of 3.10).”
Kevin is available outside of his work with UGA and has been employed by other D-I teams (including his alma mater of Akron), Mackenzie Tour players, Web.com Tour players, and competitive juniors as well. Using his modified math program, he can generate generic course guides based on assumed shot dispersions, but having more specific Trackman data for the individual allows him to take things to a new level. This allows him to show the player exactly what their options are with their exact carry numbers and shot dispersions.
“Everything I do is ultimately based off of strokes gained data. I don’t reinvent the wheel there and I don’t use any real new statistics (at least not yet), but I see my role as interpreting that data. Let’s say a certain player is an average of -2.1 on strokes gained approach over the last 10 rounds. That says something about his game, but it doesn’t say if it’s strategy or execution. And it doesn’t help you come up with a practice plan either. I love to help players go deeper than just the raw data to help them understand why they’re seeing what they’re seeing. That’s where the good stuff is. Not just the data, but the story the data tells and the psychology behind it. How do we get ourselves in the right mindset to play golf and think through a round and commit to what we’re doing?”
“Even if you’re able to play practice rounds, this level of preparation turns those practice rounds into more of an experiment than a game plan session. You go into your practice round already knowing the golf course and already having a plan of attack. This allows you to use that practice round to test that game plan before the competition starts. You may decide to tweak a few things during your practice round based on course conditions or an elevation change here and there, but for the most part it’s like you’ve gained a free practice round. It allows you to be more comfortable and just let it fly a lot earlier.”
The Gear Dive: Mike Yagley and Chad DeHart of Cobra Golf
In this episode of The Gear Dive, Johnny chats with Mike Yagley and Chad DeHart of Cobra Golf Innovation on Cobra Connect, new ways to evaluate good play, and the future of golf improvement.
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