We treat every client differently because every client’s body is different than the next, and his or her goals are different. My team and I have never written the same program twice and aim to deliver white glove service to each athlete with whom we work. That is how you have to treat every client.
There are many cookie-cutter programming approaches out there that serve the masses. They’re automated and easy and often deliver somewhat effective results. However, this is not the ideal method and should not become the preferred process to promote maximum body performance or golf skills improvement.
There are many factors that go into the program that we ultimately prescribe a client - body type, height, athletic background, physical attributes, ailments, injuries, available time, dedication and resources, to name just some of them. I prefer to spend a little more time and effort with each athlete to enable them to reach their goals versus trying to maximize quantity.
This white glove service extends beyond my high-level professionals or competitive amateur or college players. My client roster includes 12-year-old juniors, high school kids trying to make it to college, college golfers seeking that next level, executives who’ve spent more time at their desks than in the gym for most of their adult lives and successful professional golfers from Tours played across the globe. How can we not personalize our work with these diverse and distinct individuals?
Not only does the approach differ for each of these different demographics, but the language used is often different to discover the appropriate solutions. With golf’s resurgence since the pandemic, our client base is more diverse than ever, and this trend continues. Regardless of the details, we are addressing the prioritization of the body over equipment and technique. Ultimately, the body and technique go hand in hand with physical improvements that increase one’s athleticism and will ideally improve that person’s technique.
Speed is always the number one goal. Everyone wants it to hit the ball farther off the tee, increasing the opportunity to hit their approach shot closer to the hole for a shorter birdie putt. Golfers want to be more “consistent,” but often can’t verbalize the specifics of that consistency. They want to have a predictable ball flight that enables them to enjoy the game more. Together, we get to the root cause to isolate the client’s limitations and focus on their goals. We strive to help our clients do the ordinary things - like hit the ball solidly in the center of the club face - extraordinarily well. That also means the preliminary setup tasks like grip, stance, posture and ball position must be reliable with every golf shot. Once you get these issues mastered, golf becomes easier to perform well.
I see my remote clients according to their schedule but ensure a monthly face-to-face conference call during which time we discuss their objectives and goals. Where are they in their game? Did they achieve their latest goal? How much of it did they achieve? What’s their next goal?
We do a physical screen every month because the human body changes a lot and often. I’m on top of my remote clients every month to ensure the path we mapped out is still foremost in their minds. Based on these results we reprogram according to the client’s time restrictions, needs and physical capabilities. In addition, I’m checking in with my clients every 48 hours to see how their efforts are going. Are there any exercises that I’ve prescribed that are giving them trouble or are perhaps too easy? If they need a brief call with me and my team, we make that happen. Sometimes they just want to send us updated videos for analysis and feedback. We program regressions or progressions based on this engagement, client feedback and physical results.
I send articles I discover that are applicable to various clients’ stages in the game improvement process AND bigger health improvement journey. A story about the benefits of staying hydrated. A piece by an elite golf coach about certain aspects of the swing. This level of service is paramount to the long-term success of my business and the continued progression and improvement of my athletes. I don’t want to go more than 48 hours without them hearing from me because this is the cornerstone of what I call white glove service.
Lance Gill, a three-time Golf Fitness Association of America (GFAA) On-Course Award Winner and 2024 GFAA Industry Leaders Award Winner, is the Founder of Lance Gill Performance.
