Dunaway: As the golf shop owner, I try to stay current with popular trends and clothing lines. I engage with members and guests, providing product knowledge and recommendations to help them decide what’s best for them. I want my members to want to support me, versus buying from major retail chains.
Dunaway: I have always tried to educate my members through their purchase decisions. We all know that the days of golfers buying clubs off the rack are long gone. So it is more important than ever to enhance their buying experience through fitting days with various golf club manufacturers. Creating unique and memorable member experiences is a key component of success at many private golf clubs.
Dunaway: As the PGA of America General Manager, my main goal is to make sure that everyone who comes to Willowbrook Country Club has a great experience, whether it’s enjoying a round of golf on the course or sharing time with family and friends in our restaurant.
As the golf shop owner, I strive to provide that stellar experience when they’re purchasing products from my shop. If I do my job, I know they will return their business to me because we will have built a relationship and fortified their confidence in me as their PGA of America Golf Professional.
Dunaway: This relates to my previous answer about club purchases not just being off the rack anymore. With so much technology in golf today, golfers would be foolish not to use it when trying to improve their game. It is all free, and one should pursue every opportunity to gain any advantage when improving their game. The fitting process also helps build relationships with members that go beyond the dollars and cents of the equipment purchase itself.
Dunaway: I strive to provide consistency and innovation in my golf shop every year by serving the needs of our members and providing merchandise that piques their interest. With that being said, I don’t believe there is anything particularly unique about our golf shop.
Dunaway: I started out working as an assistant professional under Chip Swanson, who was a consummate head professional. Chip was a great teacher and mentor as I was just beginning my journey in the golf industry.
Brian Dunaway, the 2019 Tri-State PGA Section Youth Player Development Award Winner, is a Quarter Century PGA Member and the PGA of America General Manager and golf shop owner at Willowbrook Country Club in Apollo, Pennsylvania.