Justin Rountree, PGA,Head Professional,Eagle Lakes Golf Club,Naples, Florida
Far too often, instruction is viewed as a standalone service – a lesson booked, taught and completed. At Eagle Lakes Golf Club in Naples, Florida, PGA of America Head Professional Justin Rountree sees it differently. For him, every lesson is a gateway to the broader club experience.
“I think a PGA Professional who can teach and sell the game is really the motor of the club,” Rountree says.
From the very first interaction, Rountree approaches lessons with a wider lens. As students share their background, he’s already gathering insight – not just into their swing, but into their equipment, habits and potential place within the club. That awareness shapes the conversation throughout the lesson.
“I’m checking out their clubs, learning about their game,” Rountree explains. “And then I’m naturally introducing them to everything else we offer – the course, leagues, events, memberships.”
The key is that it never feels like a sales pitch. Instead, Rountree says it’s a continuation of the relationship being built through instruction. As trust develops over a series of lessons (pictured), opportunities emerge organically.
“It’s not uncommon for a lesson to turn into a series, and then into more,” he adds.
Those “more” moments can be significant. A new student might start with a single lesson, then move into a lesson package. From there, they may invest in new equipment, begin playing more rounds, join a league or even commit to a club membership. Along the way, they can frequently engage with the golf shop, food & beverage and other areas of the operation.
The cumulative impact can be substantial. Rountree estimates that when fully realized, a single new golfer relationship can generate meaningful revenue across multiple touchpoints – from instruction and equipment to rounds, leagues and membership.
But the approach isn’t just about numbers. It’s about integration.
“When you’re teaching, you’re not just improving someone’s swing,” Rountree says. “You’re introducing them to the game – and to your total club experience.”
That mindset helps create a more connected experience for the player, while strengthening the overall operation. Students feel more comfortable exploring different aspects of the facility, and the club benefits from increased engagement across departments.
“You just have to be willing to always share everything your facility has to offer,” Rountree adds. “That’s where the real value comes in.”
