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9 steps to market and grow your golf instruction business



I’m often asked by up-and-coming golf teachers for advice on how to set up their instructional programs to create more demand and increase revenue. My answer? Look at the market you’re in.

If you pay attention to the market and add in some critical thinking, it will give you all the answers you need. You’ll learn to make the proper adjustments to your program to reach the next level in golf, or any area of business you choose.

Here are my nine steps to set yourself up for success:

  1. Understand the market.
  2. Focus on filling the demands of your market based on your current skill set.
  3. Set your program apart from the masses.
  4. Create programming using your technology/training to better fill the demands of your current market.
  5. Develop programs with a proper price point.
  6. Use social media to your advantage.
  7. Chart and analyze your revenues by month, time and hour.
  8. Use a spreadsheet to adjust your programming or price points.
  9. At the end of each peak season, go back to Step 1 and start the process all over again.

As you can see, there are many steps to become a top teacher within your market, but I promise if you follow these nine keys you will make better business decisions and your bottom line will improve. 

So let’s take a few seconds to analyze each of these in more detail.

No. 1: Understand the market 

Have you ever stopped and really looked at where you live, the demographics and economics of the people within your area? Have you noticed any geographic or socioeconomic consistencies that are more common than in other places? 

Every place is different and every market is unique; demands of the people in Beverly Hills versus people in Memphis are very different. It could be age, weather patterns, course designs, disposable income, etc. Have you taken the time to see what your competitors are doing to combat the above? If you have not done either you are just following the trend. That’s not the way to become successful.

Create your OWN trends by knowing your market.

No. 2: Focus on filling the demands of your market based on your skill set

Now that you understand your market, you must look at the skills you currently possess. Can you fill these demands with your current business? Do you have the skills? The patience? Do you enjoy teaching in this manner? 

All these questions form the basis of what you do and where you should go as a teacher. Case in point, I have never been good at teaching younger kids, because their natural lack of attention and focus has always been a sticking point. So if I analyze my market and see that there is a void in junior instruction, it would NOT be in my best interest to try and conquer it because it’s not my professional passion. The best thing I could do in this case is find another focus, or hire the most motivated junior instructor I know. 

We ALL have weaknesses as instructors; identify yours and either fix it, or work around it as I explained above.

No. 3: Set your program apart from the masses

So you’ve found your market’s void and you’re set to take the world by storm… but how do you provide a unique service? The answer is simple: offer instructional training and/or technology that others do not.

The world of golf instruction is on fire with new technologies like AimPoint and Trackman. If you believe that putting is your calling, then you need to have the necessary training (since few people do), thus reducing your competition. Investing in yourself and your business is a necessary cog within your instructional wheel.

This is where I see 99 percent of young instructors fail, as they don’t spend the time or money to better themselves on the technology and/or training side. If you won’t do anything different than the masses, why would anyone come to the new guy on the block? Technology and training are always great long-term investments for your business. 

No. 4: Create programming using your technology to better fill demands of the market

So you’ve found the void and invested in yourself. Now is the time to arrange programming around your strong points that your competitors do not possess. 

When I first started teaching in Memphis back in the early 1990s, there was only one guy who was using video (single-view only) within his lessons. I decided that since I didn’t have his experience, the only way to gain market share was to buy a split-screen video system so the better players could see themselves from both angles. This was revolutionary at the time. Then, I created a swing-view program so that players taught by other teachers could come by and see their swing in my studio. I gave them a print out of their swing from both views as well. 

It wasn’t long before they were my students. 

I never “sold them” to come over to see me; I just exposed a weakness within my current market and filled it with technology and unique programming that subconsciously sold them on my academy.

No. 5: Develop programs with a proper price point

This is something that teachers at ALL levels fail to understand, costing them money on the backend. Please take this point to heart so you don’t make the same mistake! 

Every area has unique trends and shifts within its local economy that can end up costing you in the end if you don’t focus on what your clients really want. For example, if you live in a community with people that are mostly on a fixed income, then you must pay attention to the stock market and the real estate trends, as these investments are the ones that usually govern these types of clients spending habits. When the economy is down, price will become a factor, and if you do not have programs that cover all price points then you will lose a segment of your market for no other reason than you are now too expensive based on their retirement setup. 

So make sure you set up programs that focus on the individual and group programs that will help make you money when simple shifts in the economy happen. If you don’t, you will be left with an empty lesson book.

No. 6: Use social media to your advantage

Putting your ideas out there is a scary thing for many golf instructors because it cannot be taken back, but I think writing is a MUST for all young teachers. Why? Because it forces you to make thoughts simple for the layperson to understand, and this will help make your in-lesson delivery more concise. Start with blogs, then move to regional publications and try to work your way up to the national golf magazines. It will increase your credibility as well as your business.

The next area of focus is one that’s new to me as well, but it’s a VITAL area moving forward for the younger teachers. Do you have you own web site, YouTube channel, professional Facebook page and Twitter account? Do you use these tools to interact with people who can help your business? Networking is so important, and if you don’t interact through all possible outlets you’ll lose a piece of the pie you didn’t even know was there. 

Social media can open doors to relationships with people from across the world. Think about it: What do you do when you want to find out about anything in your world? You go to the web and run a search. Why should you be any different as a golf instructor?

Use these (almost) free tools to your advantage and you’ll be glad you did.

No. 7: Chart and analyze your revenues by month, time and hour 

Do you know which days of the week are your most productive or which hour of the day provides you with the most revenue consistently by month? What is the return rate of your customers and what packages do you sell the most?  

These are the questions that most instructors can’t answer with specifics. Do you know any truly successful company in the world that doesn’t have an accounting department? I can’t think of one that doesn’t know what their revenues are or what products sell the best.

Time is your asset and you only have so much of it to sell daily. If you move a program to the wrong hour or book a school during the wrong month you are wasting necessary time and expenses that you could use for yourself and your family. The more you know about your business, the better decisions you can make as to what programs to add, subtract, or move.

Here’s an example of a spreadsheet I’ll use to track daily/monthly revenues:

Screen Shot 2015-06-30 at 1.17.10 PM

No. 8: Use the spreadsheet to adjust your programming or price points 

Now that you have charted data for a season or two, you’ll have an archive of data available when making decisions. This way you are using facts to base your answers upon, not just guessing! 

Having facts gives you the best chance to be instantly successful in adjusting price points or programs that can instantly improve your bottom line. Face it, you will make mistakes with your programming over the course of your career that you’ll have to alter, but use data as a roadmap and don’t make the same mistakes twice. Each down period costs you and your business revenue, not to mention how it affects your own personal bottom line.

No. 9: At the end of each peak season, go back to Step 1 and start the process all over again

I always sit down at the end of two seasons and introspectively reflect on the job I did. Doing this helps me to figure out what parts of my operation need work, which programs worked well, and helps me to determine areas in which I need to improve on personally. It’s these quiet times that really make you get better as an instructor. The only thing I wish I had done years ago is use Survey Monkey to help me to REALLY understand what my clients think of my work and my operation. 

Hopefully by now you have a better idea on how to set up your instructional business; if not, please do not hesitate to contact me.

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Tom F. Stickney II, is a specialist in Biomechanics for Golf, Physiology, and 3d Motion Analysis. He has a degree in Exercise and Fitness and has been a Director of Instruction for almost 30 years at resorts and clubs such as- The Four Seasons Punta Mita, BIGHORN Golf Club, The Club at Cordillera, The Promontory Club, and the Sandestin Golf and Beach Resort. His past and present instructional awards include the following: Golf Magazine Top 100 Teacher, Golf Digest Top 50 International Instructor, Golf Tips Top 25 Instructor, Best in State (Florida, Colorado, and California,) Top 20 Teachers Under 40, Best Young Teachers and many more. Tom is a Trackman University Master/Partner, a distinction held by less than 25 people in the world. Tom is TPI Certified- Level 1, Golf Level 2, Level 2- Power, and Level 2- Fitness and believes that you cannot reach your maximum potential as a player with out some focus on your physiology. You can reach him at [email protected] and he welcomes any questions you may have.



  1. Steve

    Jul 11, 2015 at 8:08 am

    Ah looks like a Shank for melonhead

  2. Jk

    Jul 2, 2015 at 6:28 am

    Nice article , would be good to do more of these for instructors, good that seminars/articles for marketing etc. are starting to pop up more and more these days . Are the any other similar articles that have already been posted ?

  3. Tom Stickney

    Jul 2, 2015 at 12:49 am

    There are plenty of young professionals who want to teach and want to get better. Most people aren’t lucky enough to know it all from day one as you seem to…

    • Foot in mouth

      Jul 2, 2015 at 3:35 am

      Not a great comment nor attitude from a supposed Teacher who wants to let everybody know what he knows about the game, who needs everybody else’s money to continue teaching, don’t you think, Tom? You just put your foot in it, I reckons

    • Steve

      Jul 2, 2015 at 8:07 am you seem too

  4. Steve

    Jul 1, 2015 at 11:48 pm

    Unreadable, who cares? This is a movie you walk out on.

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The Wedge Guy: Short game tempo



One of my favorite things to do is observe golfers closely, watching how they go about things from well before the shot to the execution of the swing or stroke. Guess the golf course has become kind of like going to the lab, in a way.

One thing I notice much too often is how “quick” most golfers are around the greens. It starts with grabbing a club or two from the cart and quickly getting to their ball. Then a few short jabs at a practice swing and usually a less-than-stellar result at a recovery.


If you are going to spend a morning or afternoon on the course, why hurry around the greens? I tend to be a fast player and despise five-hour rounds, but don’t fault anyone for taking a few seconds extra to get “right” with their recovery shot. You can still play “ready golf” and not short yourself in the close attention to execution. But let me get back to the specific topic.

Maybe it’s aggravated by this rush, but most golfers I observe have a short game tempo that is too quick. Chips, pitches and recoveries are precision swings at less than full power, so they require a tempo that is slower than you might think to accommodate that precision. They are outside the “norm” of a golf swing, so give yourself several practice swings to get a feel for the tempo and power that needs to be applied to the shot at hand.

I also think this quick tempo is a result of the old adage “accelerate through the ball.” We’ve all had that pounded into our brains since we started playing, but my contention is that it is darn hard not to accelerate . . . it’s a natural order of the swing. But to mentally focus on that idea tends to produce a short, choppy swing, with no rhythm or precision. So, here’s a practice drill for you.

  1. Go to your practice range, the local ball field, schoolyard or anywhere you can safely hit golf balls 20-30 yards or less.
  2. Pick a target only 30-50 feet away and hit your normal pitch, observing the trajectory.
  3. Then try to hit each successive ball no further, but using a longer, more flowing, fluid swing motion than the one before. That means you’ll make the downswing slower and slower each time, as you are moving the club further and further back each time.

My bet is that somewhere in there you will find a swing length and tempo where that short pitch shot becomes much easier to hit, with better loft and spin, than your normal method.

The key to this is to move the club with the back and through rotation of your body core, not just your arms and hands. This allows you to control tempo and applied power with the big muscles, for more consistency.

Try this and share with all of us if it doesn’t open your eyes to a different way of short game success.

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The Wedge Guy: The core cause of bad shots



You are cruising through a round of golf, hitting it pretty good and then you somehow just hit an absolutely terrible shot? This isn’t a problem unique to recreational golfers trying to break 80, 90, or 100 — even the best tour professionals occasionally hit a shot that is just amazingly horrible, given their advanced skill levels.

It happens to all of us — some more frequently than others — but I’m convinced the cause is the same. I call it “getting sloppy.”

So, what do I mean by that?

Well, there was a USGA advertising campaign a while back feature Arnold Palmer, with the slogan “Swing Your Swing.” There’s a lot of truth to that advice, as we all have a swing that has — either frequently or occasionally – produced outstanding golf shots. While there is no substitute for solid mechanics and technique, I’ve always believed that if you have ever hit a truly nice golf shot, then your swing has the capacity to repeat that result more frequently than you experience.

The big question is: “Why can’t I do that more often?”

And the answer is: Because you don’t approach every shot with the same care and caution that you exhibit when your best shots are executed.

To strike a golf ball perfectly, the moon and stars have to be aligned, regardless of what your swing looks like. Your set-up position must be right. Your posture and alignment have to be spot-on. Ball position has to be precisely perfect. To get those things correct takes focused attention to each detail. But the good news is that doing so only takes a few seconds of your time before each shot.

But I know from my own experience, the big “disrupter” is not having your mind right before you begin your swing. And that affects all of these pre-shot fundamentals as well as the physical execution of your swing.
Did you begin your pre-shot approach with a vivid picture of the shot you are trying to hit? Is your mind cleared from what might have happened on the last shot or the last hole? Are you free from the stress of this crazy game, where previous bad shots cause us to tighten up and not have our mind free and ready for the next shot? All those things affect your ability to get things right before you start your swing . . . and get in the way of “swinging your swing.”

So, now that I’ve outlined the problem, what’s the solution?

Let me offer you some ideas that you might incorporate into your own routine for every shot, so that you can get more positive results from whatever golf swing skills you might have.

Clear your mind. Whatever has happened in the round of golf to this point is history. Forget it. This next shot is all that matters. So, clear that history of prior shots and sharpen your focus to the shot at hand.

Be precise in your fundamentals. Set-up, posture, alignment and ball position are crucial to delivering your best swing. Pay special attention to all of these basics for EVERY shot you hit, from drives to putts.

Take Dead Aim. That was maybe the most repeated and sage advice from Harvey Penick’s “Little Red Book”. And it may be the most valuable advice ever. Poor alignment and aim sets the stage for bad shots, as “your swing” cannot be executed if you are pointed incorrectly.

See it, feel it, trust it. Another piece of great advice from the book and movie, “Golf’s Sacred Journey: Seven Days In Utopia”, by Dr. David Cook. Your body has to have a clear picture of the shot you want to execute in order to produce the sequence of movements to do that.

Check your grip pressure and GO. The stress of golf too often causes us to grip the club too tightly. And that is a swing killer. Right before you begin your swing, focus your mind on your grip pressure to make sure it isn’t tighter than your normal pressure.

It’s highly advisable to make these five steps central to your pre-shot routine, but especially so if you get into a bad stretch of shots. You can change things when that happens, but it just takes a little work to get back to the basics.

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Stickney: To stack or not to stack at impact?



As you look at the impact positions of the best players in the world, you will find many different “looks” with respect to their body and club positions. Some of these impact positions might even appear unique, but don’t be fooled. They all have one thing in common: preserving the players’ balance throughout the impact interval! In fact, if you are not in-balance, then you will lose power, consistency, and have trouble controlling your launch dynamics from shot to shot.

This balance is a necessary key to playing well and one area that can be easily understood with a few graphics shown on GEARS 3D. As you examine the photo in the featured image, you can see a few things:

  • The player on the left has “fallen” backwards through impact slightly moving his head out of the circle established at address
  • The player on the right is more stacked at impact — meaning that his chest, zipper and hands are all in the same place at the same time (within reason)
  • The player on the left has reached this same position in the swing with different segments of the body reaching the ball at different times
  • There will be a difference of impact shaft lean between the two players due to one player reaching impact “together” and the other shoving his hands more forward as he falls back
  • The player on the right is more “connected” through impact…won’t be the longest hitter but will be able to find the ball in the fairway more often
  • The player on the left is putting more pressure on the rear portion of the lower back which could have a potential for injury if he’s not careful

Now, obviously there are pro and cons to both positions. Overall, if you want to be consistent and in-balance more often that not, I would suggest you try your best to focus on being “stacked” when you hit the ball.

Let’s dive in a touch deeper to show you what happens physiologically on 3D when you fall back through impact and I think it will really drive the point home.

  • At address notice the Vertical Spine Number 96.2, this is showing us where the spine is positioned at address
  • You can see the head is in the center of the bubble

  • On the way to the top of the swing you can see that the spine has moved “away” from the target laterally a slight bit to 98 degrees
  • The head has dropped downward and has also moved laterally as well- more lean over the right leg to the top

Now here is where the problem comes in…as you work your way to the top, it’s ok of your head moves a touch laterally but in transition if it stays “back” while your hips run out from under you then you will begin to fall backwards on the way to your belt-high delivery position.

  • We can see at the delivery position that the spine has continued to fall backwards as the hips rotate out from under the upperbody
  • When this happens the hands will begin to push forward- dragging the handle into the impact zone
  • Whenever you have too much spin out and fall back the hands move forward to accommodate this motion and this reduces your Angle of Attack and decreases your dynamic loft at impact
  • This will cause balls to be hit on the decent of the club’s arc and reduce loft making shots come out lower than normal with a higher spin rate and that means shorter drives

Now let’s examine impact…

  • The player on the left has reached impact in a more disconnected fashion versus the player on the right as you compare the two
  • The player on the right has a shaft lean at impact that is less than a degree (.75) while the player on the left has a much more noticeable forward lean of the shaft thereby reducing dynamic loft at impact

  • The player on the left’s spine has moved from 96.2 to 112.9, a difference of 16.7 degrees while the player on the right has only moved back a few degrees. We know this because his head has stayed in the bubble we charted at address
  • The hips have run out from under the player on the left in the downswing and this causes the head to fall back more, the hands to push forward more, and the impact alignments of the club to be too much down with very little dynamic loft (as also shown in the photo below)

Whenever the hips turn out from under the upper body then you will tend to have a “falling back effect of the spine and a pushing forward of the hands” through impact.  Notice how the hips are radically more open on the player on the right versus the left- 27.91 versus 42.42 degrees.

So, now that we can see what happens when the hips spin out, you fall back, and you fail to be “stacked” at impact let’s show you a simple way you can do this at home to alleviate this issue.


  • A great drill to focus on being more stacked at impact is to make slow motion swings with the feeling that the upper portion of your arms stay glued to your chest
  • These shots will be full swings but only 20% of your total power because the goal here is connection which allows everything to reach impact together and in-balance
  • The second thought as you make these swings is to pay attention to your head, if you can focus on allowing it to stay “over the top of the ball” at impact you will find that it will stay put a touch more so than normal. Now this is not exactly how it works but it’s a good feeling nonetheless
  • Once you get the feeling at 20% speed work your way up to 50% speed and repeat the process. If you can do it here then you are ready to move up to full swings at top speed

Finally, don’t forget that every golfer’s hips will be open at impact and everyone’s head will fall back a touch — this is fine. Just don’t over-do it! Fix this and enjoy finding the ball in the fairway more often than not.

Questions or comments? [email protected]





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