Customer Engagement & Marketing:
Marketing Existing Fitness Programs to Golfers

Laura Mosier is the Fitness Director at Vaquero Club in Westlake, Texas.

Knowing your customer is the vital first step in effective planning of any programming. At Vaquero Club, we have a very popular yoga program facilitated by our excellent yoga instructor, Maxine Chappell (pictured far right). She routinely welcomes between three and six female members per session, positive numbers for our small club.

As we strive to marry some of our fitness and golf programming services, we wanted to market the yoga class to our core male golfers to enhance their stretching capabilities, but not one of them signed up.

So, without altering any details of the yoga curriculum, we simply rebranded the class and called it “Men’s Golf Conditioning Yoga” with this description: “Improve balance, stability, muscle endurance, core strength and ROM, and maximize your golf game.” We figured out the most convenient times for them to attend, which happened to be on Tuesday and Thursday evenings when there were no conflicts with other activities at the club. We immediately had 28 members register for the class!

There’s no long-term commitment to attend these sessions and we just charge their member accounts for the classes they attend. Of the members who signed up for our Men’s Golf Conditioning Yoga classes, we generally welcome several per session. With such a great response, we had to order additional yoga mats, and we even hired a stretching specialist and strategically had her stretch some key golf influencers at our club. Again, I marketed it as “Improve your golf game with one-on-one assisted stretching.” Word got around, and members telling their friends became our most effective selling tool. In fact, we just hired our third stretching specialist because they’re so busy. If I say, “It’s good for you,” nobody comes. But, if I say, “It will improve your golf game,” they can’t wait to participate.

We stretch members at the practice tee before hosting club tournaments, and they can’t get enough. When they team up for internal matches, they compete over who gets to hire our stretching specialists because they feel that’s the secret weapon. The increased flexibility really helps their golf game and, because we renamed our existing yoga program, our male golfers now appreciate the benefits.

We made sure to keep this group engaged in yoga during quarantine and COVID-19 closures by emailing videos, and even informing them of free online yoga classes offered by some of the biggest names in fitness.