Customer Engagement & Marketing:
Educating Members Through Collaboration

Chris Myers (left), the 2010 Northern Texas PGA Section Teacher of the Year, is the PGA Director of Instruction at Northwood Club in Dallas, Texas.

Will Haddad (right) is the Wellness Director at Northwood Club in Dallas, Texas.

Over the past few years, we have seen increased opportunities for golf fitness programming, and a growing desire from members as they learn the benefits to their golf game, not to mention their own personal health. We have a new fitness program called DRIVE, which is the performance piece of what we do within our fitness curriculum. This includes one-on-one and group training for golf and tennis, and even has some juniors involved, as it continues to grow.

The key to growing this initiative, and all golf-specific fitness, for that matter, is a successful relationship between the golf and fitness professionals. Promoting golf fitness at a facility means getting each side to respect what the other does, and that begins with communication, education and ultimately, collaboration. We provide valuable information to members via a monthly newsletter and have plans of creating innovative videos to draw them, as well.

In order to convince members of the merits of golf fitness, trust must be established between the golf and fitness professionals. That synergy often takes time and is rarely something that happens overnight. These relationships can grow by inviting golf staff to attend fitness team workshops and vice versa, sharing information and knowledge. With an American College of Sports Medicine (ACSM) and TPI-certified PGA Director of Instruction who has offered golffitness engagement for almost 20 years, we are now providing a more holistic approach to golf fitness and instruction with a state-of-the-art facility, and an expert Wellness Director coordinating our club’s fitness initiatives.

Together, we have a passion for teaching and working with members, to improve their health and their golf skills. We’ve had fitness directors in the past, but the relationships that we have forged over the past four years have been a catalyst to the growth and increased buy-in from members of all ages and skill levels that we’re seeing now. We definitely promote each other, and the members see that team effort.