Customer Engagement & Marketing:
Marketing Through Engagement

Scotty McAlarney is the Director of Golf at Scott Greens Golf Club in Scott Township, Pennsylvania.

I work with students year-round in my Pennsylvania teaching studio and utilize the driving range at our family-owned golf course during the warm weather months. As I write this article, I’m getting ready to head south to Florida for the first of two two-week blocks of golf schools at a facility in Miami. Engaging students frequently is a key factor in developing relationships, helping them improve on the golf course and live healthier lives. To fully maximize their development as golfers, I created a program called PYGO – Pilates, Yoga and Golf – utilizing the “HZ (Hitting Zone)” Golf Swing Trainer that I invented seven years ago.

I researched many of the common Pilates and yoga moves, and implemented the most effective ones, as they pertain to the golf swing. The program presents repeatable movements that put students in specific positions that are vital to an effective swing. The students are encouraged to hold these positions for at least ten seconds to get the feeling of what they should experience when swinging. From there, we slowly move into the next position.

These drills have proven successful in developing connection in the swing, teaching extension and getting the student’s hands into a better impact position. Because we do this in slow motion, the brain processes the information even faster than if I were to just communicate the information verbally. It has become so easy to do with the swing trainer that my students are seeing results without even hitting a golf ball.

About five years ago, I implemented three series of videos (5-, 7- and 30-day challenges) that students can do at home. The videos are free on my website, whether or not the golfer owns our swing trainer, though ideally, the videos will drive sales of the trainer. This virtual engagement has become a valuable tool during the pandemic.

Most recently, I kicked off a weekly video series on YouTube called the Better Impact Series. Here, we’re highlighting several beneficial Pilates moves and yoga hold positions. Incorporating many of the concepts of PYGO, this new series of videos will further our efforts to get people in better golf shape and into more effective positions in their golf swing. This time of the year is ideal for students to dive deep into our virtual engagement, though I do welcome many of my students to my home studio where I have a SkyTrak launch monitor.

Providing free content online not only promotes my swing trainer, but also drives new students my way, whether for lessons throughout the year back home or to Florida for my very special annual golf schools.