Heading into what may be the largest PGA Show to date, the energy in our industry is palpable. We’re all looking for the newest technology and the next great training aid. But after 30 years as a PGA Member – and one as a Player Engagement Consultant – I’ve found that the secret to a thriving facility isn’t something you can buy.
I’ve experienced the game from nearly every angle: junior golfer in Hope, Arkansas, DI athlete at the University of Texas, mini-tour player, USGA competitor and SEC head coach at Mississippi State University. Now my mission is to turn those experiences into actionable insights for professionals growing our game.
Traveling through the Gateway, Gulf States, Midwest and South Central Sections this past year, I’ve watched programs soar and others stall. The difference isn’t usually the quality of instruction – it’s the ecosystem the professional builds.
The most successful programs – specifically in the youth and family space – lean heavily into the PGA Jr. League’s “Three Flags:” safety, care and organization. These aren’t just administrative checkboxes; they define a premium customer experience and ultimately shape our game’s future.
Flag 1: Safety – The Foundation of Trust
No player, whether a college athlete or a young beginner, performs well when anxious. Safety creates the trust that unlocks learning.
We often think of safety in terms of lightning policies or golf car rules. While those are vital, the modern parent is also seeking emotional and psychological safety. In the age of “SafeSport,” families must trust the environment completely. Best-in-class coaches make safety visible: clear check-in/check-out procedures, safety zones for swings and an atmosphere where a child feels safe to fail. Failure becomes part of the learning process rather than a source of embarrassment.
Maureen Farrell, PGA, has built that kind of culture at Oakwood Country Club in the Midwest Section. As one parent reported, “Our son not only improved, but, more importantly, his confidence and love for golf grew tremendously. We truly appreciate the time, dedication and care the staff put into making this program such a positive experience.”
Flag 2: Care – The Connector
There is a profound difference between instruction and coaching. Instruction is transactional; coaching is relational.
When recruiting for Mississippi State, I wasn’t just looking for a swing or a low number; I was looking for a good human being who could be coached, and that mindset also applies to golf programming. Truly caring means ensuring the player shooting 60 has just as much fun as the player shooting 32, and teaching character with the same rigor we teach fundamentals.
A parent from the Gulf States Section shared this regarding Coach Rory Nelson, PGA, at Sunkist Country Club: “The coaches instilled the Rules of golf as well as the etiquette. The social skills my boys learned made me proud.”
That effort in etiquette didn’t lower the player’s handicap, but it secured that family’s loyalty for life. That is the ROI of care.
Flag 3: Organization – The Value Proposition
We live in a convenience economy. Busy families won’t return to a disorganized program that doesn’t respect their time.
As an SEC head coach, I know logistics are half the battle. The same is true in the recreational space. If the schedule isn’t tight, the business crumbles. The best facilities I’ve seen treat the calendar with the same priority as a scorecard, publishing schedules in advance and using the PGA Coach and MyPGA apps.
One parent in the South Central Section told us, “The organization seems to take the stress off the kids. Trey Stelling (PGA) and the Winter Creek staff in Blanchard, Oklahoma, do a great job!”
The “Experience” ROI
As you walk the PGA Show looking for ways to grow your business, I challenge you to look inward first. Audit your programs against the “Three Flags” of PGA Jr. League.
Are you delivering a lesson or an experience? It doesn’t get better than this feedback from a parent for Coach Brian Schmersahl, PGA, at The Legends Golf Club in the Gateway Section: “I’ve seen a difference in the skill level, sportsmanship and passion for the game from my child! We will be back for years to come!”
When you nail safety, care and organization, you don’t just get better golfers; you get advocates. You get parents telling parents, “This place is organized, they keep my kid safe and they truly care.”
Great putts or perfect draws may hook a player for a day, but safety, care and organization hook a family for a lifetime.
Ginger Brown Lemm, PGA, is a Player Engagement Consultant serving the Gateway, Gulf States, Midwest and South Central PGA Sections. She’s at gblemm@pgahq.com or (662) 418-2575.
