When it comes to operations and technology at a golf facility, experience is a valuable tool needed for success. Whether in golf operations, F&B, coaching and instruction or on the maintenance staff, learning from those who came before us not only helps us know what methods and philosophies work best, but which ones might hinder our growth.
PGA of America Golf Professional Brian Jacobs has impacted the lives of golfers for almost three decades, and before that he was changing lives in the Rochester, New York public school system. Leaning on others is a perk of PGA membership. Let’s learn from and about one of the best in the business in this Five Questions feature with Brian Jacobs, a Golf Range Association of America (GRAA) Elite Growth of the Game Teaching Professional.
Golf Range Magazine: When did you get your start in golf, and who got you into the game?
Jacobs: I grew up on Lake Ontario in a town called Hilton, New York. We were known for apples, great values, hard work and being sensible.
I was teaching public middle school in the Rochester, New York inner city in the 1990s and got asked to coach the golf team. I had never played before, so I started reading and practicing what I read. The first two books I read were Practical Golf, by John Jacobs (no relation) and The Only Golf Lesson You'll Ever Need, by Hank Haney.
Golf Range Magazine: When did you know you wanted to be a PGA of America Golf Professional?
Jacobs: I was a highly recruited baseball and football player in high school and played college football before graduating from SUNY Brockport with a Masters Degree in Education.
Although I had no history in the game of golf as a youth, I knew I would become a PGA of America Golf Professional when I started working as the caddie master at Locust Hill Country Club in nearby Pittsford, New York. I was beating the pro shop staff and assistants as well as playing competitive amateur golf.
Golf Range Magazine: What's trending in programming and instruction at your facility?
Jacobs: One-on-one coaching is very popular, but group golf experiences and business/social golf is rising. I am a certified functional movement specialist by Gray Institute, and I do many golf and fitness fusion programs, during which we work on mobility and stability, as well as speed using implement training. I have had great success with this program — a typical speed increase for a student is six mph of club head speed, but I have seen 11 and 15 mph. We test driver speeds at week one, week three and week six.
A social group I offer is “Couples Therapy” where we take the dominant golfer and the non-dominant golfer and bring them together to better their relationships (a.k.a. save the marriage). Many husbands try to coach their wives, and they generally do a lousy job. They are not qualified, yet the wives hang on every word. We teach the husband's what is really going on in their wives' games and how to be supportive, as well as to “zip it” and enjoy the time they have out on the course together. Programs like this increase play, range usage, engagement and revenues across any golf facility. We have gotten rave reviews from happy people, husbands with less stress and wives who are loving the game!
Golf Range Magazine: What is your favorite part of the game of golf? The business of golf?
Jacobs: I love coaching and the technical aspects of the game equally, but I may favor wedge play the most — distance wedges, play around the green, speciality shots and bunker play. I enjoy wedge fittings, fitting for bounce, grind and more. I had a great mentor, Sam Urzetta, who taught me to love my wedges.
I love every part of the business (except paying taxes) — building programming, marketing, social media, sales, delivering the product and follow up. I love the grind and being my own brand so success and failure are all on me.
Golf Range Magazine: What's on the horizon in teaching and mentorship as a proven leader in golf coaching and instruction?
Jacobs: That is a great question! I am currently consulting with a golf club and making teaching and coaching the cornerstone and gateway product of the business. Teaching there has been overlooked, and they have a magnificent facility where the owner has committed to Toptracer bays on the range as well as an overhaul of staff to move from part-time random employees to seasonal and full-time PGA of America Associates.
I am mentoring a number of PGA of America Teaching Professionals, as well as a few PGA of America Associates, helping them shape their businesses with standards, high morals and values, and sharing my experiences to assist them in streamlining success. It is very important to me to give to others. I do not charge for my time, as others may, because it is important for me to pass along the proper legacy and help the mentees understand that we can never give enough to others. As we give, we richly receive — no material or money could ever replace what I am experiencing at this point in my career.