Customer Engagement & Marketing:
Developing a Team to Build Your Programming

Tammy Mugavero is the Director of Fitness at Bonita Bay Club in Bonita Springs, Florida.

I’ve been at Bonita Bay Club for nearly a quarter century, promoting the merits of fitness in golf to enhance the private club experience for our members. In that time, we have grown our facilities significantly. In 2016, we opened a 60,000 sq. ft. three-story Lifestyle Center that replaced a 10,000 sq. ft. fitness space that was originally built in 2006 and renovated in 2010. The Lifestyle Center is home to a 9,000 sq. ft. spa, nearly 20,000 sq. ft. of fitness space and offices for doctors and Physical Therapy. In addition, we recently opened The Academy, a four-bay teaching center that features a golf fitness performance studio, on one of our three practice ranges. Although we’ve been on the cutting edge of golf fitness for 25 years, the new facilities have enabled us to truly take our efforts to another level with a full staff of professionals and the latest technology.

As a Golf Fitness Association of America (GFAA) On-Course Award Winner since 2021 (when the awards began), we continue to grow not only our programming and engagement with members but the team of fitness professionals that facilitates such classes, clinics and activities.

We have 22 TPI-certified golf or fitness professionals on staff. Ensuring our golf pros are TPI-certified makes them better golf instructors and promoters of what we do on the fitness side of the business. It also gives credibility to our fitness professionals as experts in golf performance training. More than anything though, this education fosters increased collaboration between our golf and fitness teams and helps us provide an elevated level of service together.

We have done a number of things over the years to develop the relationships between our golf and fitness professionals. As an example, our PGA of America Director of Golf E.J. McDonnell and I brought our team of TPI-certified golf and fitness professionals to audit a Level 1 course on the other coast to reinforce the basics and build camaraderie among the team. By going away together, having meals together and otherwise learning together, relationships developed among our team members that are harder to foster in the day-to-day operations back home. These team-building efforts have motivated us to work as a team and understand the role each of us plays in serving our members. We respect each other and know to stay in our own lane. Fitness pros sit in on golf lessons and golf professionals stay in touch with the fitness pros to monitor the progress of their shared members and clients.

Members see the investment we’re making in our staff and their education through daily engagement, as well as workshops, group golf fitness classes and regular contributions to our newsletter. We’re putting our certified professionals in front of our members to share their expertise in different ways, offering tips, drills and exercises. We highlight their photos, their credentials and the vital information they have to share with our membership.

We’re constantly looking to engage members in a manner that suits their needs – individual, group or class setting.