Nick Muller, PGA,Director of Golf,Country Club of Lincoln (Nebraska)
In today’s club environment, communication tools are abundant. The challenge for many PGA of America Golf Professionals isn’t reaching members – it’s actually keeping their attention without overwhelming them.
At Nebraska’s Country Club of Lincoln, Director of Golf Nick Muller, PGA, has found success by treating push notifications less like announcements and more like opportunities.
Through the club’s mobile app, Muller can communicate with his roughly 1,000 members with the touch of a button. However, he’s careful not to flood their phones with constant alerts.
“I’m very selective about what I send,” Muller says. “If you overdo it, people just turn the notifications off.”
Instead, Muller focuses on making key messages feel interactive. When promoting upcoming fitting days (pictured), new merchandise arrivals or special events, he often pairs the information with a simple contest or giveaway to spark immediate response.
One recent example came through a notification highlighting several upcoming fitting days, which included a giveaway for a new hat and a half dozen Titleist Pro V1 golf balls. The catch: To win, you actually had to place a call to the golf shop. The 10th member to call in and ask a staff member about their day would take the prize.
The response was immediate.
“We had dozens of phone calls right away,” Muller says. “It turned a simple message into a fun interaction, and it allowed us to quickly fill up our fitting days (pictured). The trick is converting digital communication into real conversations.”
The tactic accomplishes several goals at once. Members become more aware of upcoming events and new merchandise, staff members have opportunities to connect with members personally, and slower periods in the golf shop gain a burst of activity.
Muller also tracks engagement through the app, often seeing more than 150 members log in within the first minute of sending a notification. Beyond the numbers, the approach reinforces a sense of community.
“It keeps communication light and fun,” Muller explains. “Our members actually look forward to it.”
For PGA of America Professionals managing digital communication channels, Muller’s strategy offers a useful reminder: The most effective messages don’t always need to be the most serious or formal. Help members have fun.
