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Hello GBR,
Today’s edition has a recurring theme: golf businesses are being forced to understand their customers more closely — and respond accordingly.
TPC’s work with 59club shows the value of measuring what happens throughout the membership sales journey, rather than simply counting the final sale, while new research into millennial golfers points to a customer who is willing to spend but increasingly places performance, testing and experience ahead of traditional brand loyalty.
Elsewhere, Full Swing is connecting simulator play more closely with the golfer’s digital experience, Unknown Golf is bringing AI into club administration, and Fanatics’ Ryder Cup agreement shows the commercial value attached to owning more of the customer journey. Different businesses, but a similar question runs through them: who understands the golfer best — and who can turn that understanding into value?
Enjoy today’s edition of GBR.
WHY TPC NETWORK MEASURES THE MEMBERSHIP JOURNEY — NOT JUST THE SALE
In the latest article from Golf Business Review’s educational partnership with 59club, we examine how the TPC Network has used mystery shopping, training and performance data to improve consistency in membership sales.
TPC wanted to understand more than whether a sale was made, identifying inconsistencies across needs analysis, tours, objection handling and follow-up. 59club introduced an independently measured golf-membership sales framework, helping target training while retaining a personalized approach.
Since the partnership began, TPC says gross membership sales have increased by an average of 16% year on year.
Why we track data at the TPC Network
Brittany Grebe is National Director of TPC Membership. This group includes some of the most famous destinations in Planet Golf – such as TPC Sawgrass and TPC Potomac. Data plays a huge role in evaluating and improving their member experience.
Overview
Membership sales and ultimately membership dues are the lifeblood of our private clubs across the TPC Network. Our private clubs provide the highest level of quality and service, commensurate with the brand affiliated with the PGA Tour, and unique selling points such as access to all TPC clubs across the country. The importance of communicating these advantages of membership is paramount during our sales process.
Why work with 59club?
We valued that 59club provided a proven template as a starting point, while remaining highly collaborative and open-minded. 59club also offered a sales organization with an emphasis on selling golf compared to other sales programs that were more generic with regard to industry. They worked closely with us to customize the mystery shops in a way that truly aligned with our sales process.
The membership sales process was inconsistent across our many clubs. Although sales directors would implement previous sales training tactics they had learned to be successful, the strategies used would differ from club to club.
We noticed inconsistencies in how price deflection and needs analysis were approached, largely due to the differences across our markets. In some clubs, it was more challenging to avoid jumping straight to pricing and membership features. We also had no way to measure what sales directors were doing during the sales process, only knowing if the sale was made or not at the end. However, as a network, we aimed to emphasize the importance of creating a personalized experience for each prospective member by focusing on their specific needs.
Introducing mystery shopping was a strategic decision to create and measure against a specific sales process based on selling golf. 59club provided a structured and measured sales process with a focus on golf memberships. The mystery shops specifically intrigued us because the feedback would come from an independent third party, providing what we hoped would be the most accurate insight into the experience of a true membership prospect.
Just as we aimed to create consistency within the sales process itself, we also wanted the feedback to be fair and uniform across all our clubs. While each club has its own unique characteristics, the initial steps toward joining any TPC should deliver a tailored, yet consistent, experience.
Insights from mystery shopping
One of the most valuable aspects of the 59club process has been the sharing of key strategies for overcoming objections, both common and unique. Through our collaboration, 59club has helped us develop polished, effective responses to prospects’ concerns and guided us in navigating conversations toward more positive outcomes. This process also opened our eyes to the need for sales training in all areas of our business – including golf outing and banquet sales.
A surprising insight for us was realizing the frequency with which steps in the sales process were being skipped or altered rather than following the process from start to finish on a consistent basis. We also realized we had a great opportunity to strengthen our follow-up process. While it was included as part of the shop, the results uncovered a bigger network-wide trend that positions us for meaningful improvements and greater consistency moving forward.
While it’s natural to rely on internal conversations and best practices when refining sales processes, the independent data provided an objective perspective for our team, highlighting areas for improvement that we might have otherwise overlooked.
“The mystery shopping insights provided specific target areas for further training and development”
Training and implementation
The mystery shopping insights provided specific target areas for further training and development. Areas that could use attention across the network became a focus of group training sessions, while opportunities with individual directors provided guidance on individualized training and the ability to get specific with role-playing scenarios.
Some of the specific changes as a result of mystery shopping insights were the consistency of gathering information on prospects during the research phase of the call, the structure of tours including initial sit-downs and post-tour summary, and incorporating USPs that are tailored to the prospect throughout the process.
While it is human nature to be guarded during critiques of a particular interaction, it allowed us to have open and honest conversations about the results. Self-assessment reviews of mystery shopping results by directors also allowed them to identify areas for improvement, creating an ownership of specific areas they could focus on within the process.
ROI and measurable impact
We have seen general improvement across all areas of our key conversion points and have continued to grow our membership sales year over year.
Since working with 59club, our gross membership sales have increased an average of 16% year over year.
“We valued that 59club provided a proven template as a starting point, while remaining highly collaborative and open-minded”
Cultural/leadership impact
Especially with sales directors that are newer to our network or the position, the program has provided a foundation that directors can lean on and gain confidence in while learning how to sell a product/membership that is new to them.
With sales professionals across the country, the training and mystery shops provide us with the peace of mind to know our directors are using the same sales process regardless of the facility they are selling.
The data has provided clear direction on opportunities for improvement. The recording/review of calls has also provided the ability to review the performance on the phone of our sales professionals. These tools are extremely valuable in a training session.
Long-term value
Ongoing measurement with different testers provides for live practice and unique interactions that simulate the many different sales engagements that are experienced with a variety of prospective members. Continual training also provides the opportunity to shift focal points in the sales process to ensure a complete experience from initial call through to the ask for the sale.
59club has provided us with the ability to train and measure against a consistent sales process across all our clubs. With this, the ability to quickly bring new sales professionals up to speed has allowed for better sales in a short period of time when there has been staff turnover in a sales position.
In summary
The importance of a proven sales process cannot be understated. It provides the necessary steps to maximize the ability to close the sale. 59club has many resources to offer. From mentor platforms to group or individual training sessions to mystery shop portals. Each resource brings an additional level of information that can be used to improve the sales process across an organization.
59club has provided us with the ability to train a consistent sales process across our network of clubs, the ability to measure performance of our sales directors implementing the sales process, and the feedback on where to focus additional sales training across our clubs or in individual sessions.
The wider lesson for clubs is that membership performance should not be judged solely by the final sales figure. Measuring each stage of the prospect journey can show where opportunities are being lost and where targeted improvements could strengthen conversion.
Consistency does not mean treating every prospect identically. It means giving sales teams a clear structure while retaining flexibility to personalize the experience.
For TPC, independent measurement has also strengthened training and staff development. 59club supports clubs and resorts through mystery shopping, training, surveys, benchmarking and performance-management tools.
To learn how 59club can support your venue, contact the 59club team here.
MILLENNIAL GOLFERS DRIVE SPENDING SHIFT TOWARDS TECH AND PERFORMANCE
Millennial golfers are reshaping golf’s equipment, apparel and technology markets. The 2026 Golf Gear Marketplace Report from Buffalo Groupe, based on 504 members of its Players Panel, found that many of the roughly five million new on-course golfers who entered the sport between 2019 and 2025 are now moving into higher-spending categories, with research lead Sara Killeen saying this generation “want to play well” but also care about “style, culture, and the social experience”. The report found performance now matters more than brand loyalty, with eight in 10 respondents mixing club brands, half naming personal testing as their most trusted source and two-thirds saying custom fitting is “very important”, while online shopping is valued for convenience and range but physical stores remain important for fitting, trial and urgent purchases. Boutique names including Holderness & Bourne and Payntr are gaining traction, Peter Millar and FootJoy tied at 75% for top apparel preference among respondents, and the surveyed group reported average household income of $201,524 and annual golf apparel and equipment spending of $2,192.
FULL SWING LINKS SIMULATORS TO NEW APP EXPERIENCE
Full Swing has released a major software update for compatible simulators. The new app-simulator integration automatically syncs logged-in sessions to the Full Swing App, allowing golfers to review practice and rounds on their smartphones, with supported modes including Stroke Play, Scramble, Best Ball and Driving Range. Enhanced tracking adds range analytics including dispersion, accuracy charts, club usage, averages, shot history and session statistics, alongside activity-feed round tracking for scorecards, tee selection, driving distance, greens in regulation, putting, scrambling and round history. Full Swing president Jason Fierro said the update creates “one connected ecosystem”, while the release also adds digital golf bags, Skill Strike Rotation Play, improved shot-tracer controls and the Rees Jones-designed Victory Ranch Golf Club in Heber City, Utah, following Versant’s acquisition of the simulator business.
UNKNOWN GOLF ADDS AI SUPPORT TOOL FOR CLUB ADMINISTRATION
Unknown Golf has launched Ask Unknown Ai inside the Help page of its platform. The AI assistant allows club professionals, tournament chairs, group leaders and players to ask tournament and league questions in plain language and receive step-by-step guidance on tasks including multi-round formats, flights, team creation, match play, handicap settings, side-game payouts and roster management. If the answer does not solve the issue, the user can send the original question and AI response directly to Unknown Golf support with one tap, while existing Help page options remain available. Customer Success Manager Jordan Grindeland said club professionals often have to be “tournament directors, handicap experts and technology administrators all at the same time”, adding that Ask Unknown Ai gives them support “exactly when they need it”; the tool is available now and is the first broad release in a wider Unknown AI program.
METRIC GOLF ADDS ZEN GOLF’S SWING STAGE 2.0 TO HARROGATE PERFORMANCE CENTRE
METRIC Golf Club has selected ZEN Golf’s Swing Stage 2.0 Active Terrain Technology for its new performance center in Harrogate. Opening later this year, the venue will feature six Trackman iO simulator bays, including two dedicated coaching bays with ZEN Swing Stage 2.0 moving floors that allow golfers to practice and play from uphill, downhill, sidehill and compound lies. The floors will integrate with Trackman Virtual Golf 3, automatically adjusting to the on-screen lie during simulator play, while coaches can control the gradients independently to test ball position, posture, balance, club selection, movement and shot execution. Co-founder and PGA Professional Ollie White said the technology made simulator golf “feel far closer to the real game”, while founder Martin Brailsford said METRIC aimed to create one of the UK’s leading golf performance centers, with the site also offering a short-game area, golf-specific gym, full-time physiotherapist, memberships, junior programs, corporate events, leagues, competitions and a club-fitting bay from 2027.
SURREY GOLF CLUBS FACE HOUSING PRESSURE ON 36 HOLES
Two golf clubs in one of England’s most expensive commuter counties for the city of London are under pressure from separate housing proposals covering land currently used for 36 holes of golf. At Chipstead Golf Club, where play dates back to 1906, housing developer Taylor Wimpey has submitted pre-application documents to the local council for up to 300 homes across 25 hectares of green belt, with nearly 150 public comments lodged and only three in support. At Surrey National, developer Barratt Redrow is preparing a planning application, which covers more than 200 acres including the 18-hole course, clubhouse and wedding and events venue, after agreeing with the club to promote the land through the local council’s local plan process. The draft identifies the site as having capacity for up to 1,200 homes, although the council’s own assessment says the course is unsuitable for development at that scale and remains an important recreational resource; the district has been directed by central government to plan for about 12,300 homes over 15 years despite being 94% green belt. Alistair Dunsmuir, The Golf Business.
NEWTON GOLF SALES FALL DURING SHAFT MANUFACTURING TRANSITION
Newton Golf reported lower second-quarter sales as production changes hit order fulfillment. Net sales fell to $1.3 million from $2.1 million a year earlier, with CFO and COO Jeff Clayborne saying the decline was driven by reduced manufacturing capacity during the company’s transition and temporary carbon-fiber supply constraints. The company posted a net loss of $2.3 million, or 49 cents a share, compared with a $1.5 million loss a year earlier, although gross margin improved to 69.2% from 67.6% and operating expenses fell to about $2.5 million. Newton said it hired a new head of manufacturing in April, introduced updated 2.0 versions of its Fast Motion driver and Motion driver and fairway shafts, expanded to about 273 professional fitter accounts and had more than 77 professional golfers using Newton Motion and Fast Motion shafts across major tours at quarter-end.
AZALEA MARKS 20 YEARS WITH WIDER GLOBAL MARKETING OFFER
Azalea is marking its 20th anniversary. The agency, founded in 2006 by Andy Barwell and later strengthened by Sean Noble’s arrival in 2007, has grown from a golf-tourism PR specialist into an international marketing business working across golf, tourism, leisure, lifestyle, hospitality, real estate, technology and consumer brands. Its current client portfolio includes Costa Navarino, Quinta do Lago, Details – Hospitality, Sports & Leisure, Trump Turnberry, Verdura Resort, Troon International and Terras da Comporta, with services now spanning PR, social media, photography, videography, graphic design, digital marketing, content production, partnerships and commercial consultancy. Barwell said the agency’s job remains “uncovering the stories” that make people want to visit, experience or engage with clients, while managing director Luke Frary said Azalea’s next chapter is about building internationally while staying true to “great people, great relationships and great storytelling”.
MEMORIAL JOINS PGA TOUR’S 2028 CHAMPIONSHIP SERIES
The Memorial Tournament presented by Workday has been added to the PGA Tour’s 2028 Championship Series. The Jack Nicklaus-founded event at Muirfield Village Golf Club in Dublin, Ohio, joins the Travelers Championship, The Sentry, Arnold Palmer Invitational, Cadillac Championship, GO by Raymond James and a Sompo-sponsored event among the regular-season tournaments so far confirmed for the Tour’s new top tier. The wider Championship Series is expected to run from February to August and include roughly 23 to 24 events, including The Players Championship, the majors, postseason and international team competitions. Memorial executive director Dan Sullivan said the tournament was “proud to be included” in what he called professional golf’s “preeminent competition structure”, with the full 2028 schedule, including dates, venues and event names, still to be announced.
Further reading: While the news is good for The Memorial, Golfweek carries the story about the end of the line for the FedEx St. Jude Classic, which has no future under the new 2028 PGA Tour setup.
What of FedEx’s relationship with the PGA Tour? The FedEx Cup is going to pass into history, but will FedEx be involved with the PGA Tour in some capacity going forward? David Rumsey of Front Office Sports investigates what will happen.
FANATICS SECURES DP WORLD TOUR AND RYDER CUP RETAIL DEAL
Fanatics has signed a multi-year retail partnership with the European Tour Group. The agreement makes the licensed sports merchandise company the exclusive operator of the Official DP World Tour Store and European Ryder Cup Store, the exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, and covers retail, e-commerce, licensing, wholesale and product design. Fanatics will create official Ryder Cup Europe, Ryder Cup match and DP World Tour ranges, including replicas of selected Team Europe on-course outfits, and will operate retail at the 2027 Ryder Cup as well as exclusive outlets at the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters hosted by Sir Nick Faldo. European Tour Group’s Richard Bunn said Ryder Cup general admission demand could have filled the event “more than 12 times over”, while Fanatics’ Stephen Dowling said the deal reflected “the incredible momentum behind golf right now”.
EVNROLL TAKES REVERSE-TORQUE APPROACH WITH EZPZ PUTTER
Evnroll has introduced the EZPZ Reverse Torque putter. The 2026 mallet positions about 60% of the clubhead’s mass below the shaft axis, using a heel-down balance to slow face rotation through impact and keep the face in what Evnroll calls the “Square Zone” for up to twice as long as a conventional putter. Founder and chief designer Guerin Rife said “reducing torque is a good thing” but that “reversing torque” allows golfers to keep a familiar setup while slowing face rotation naturally. The $449 model pairs a 6061 aluminum chassis with a 303 stainless-steel wing, steel heel-toe weights, SweetFace 2.0 milling and a UST Mamiya ALL-IN shaft, with a 38 TourSpec EZPZ version also listed at the same price.
