Ken Shigley Jr. is a Titleist Performance Coach and the Founder of Pick Your Fitness ATL, located at the Capital City Club in Atlanta, Georgia.
Ken Shigley Jr. on the importance of facility upgrades in increasing engagement:
As the owner of Pick Your Fitness ATL, based out of the prestigious Capital City Club, I help members and clients attain their fitness and wellness goals. With services that address everything from disease prevention to better performance on the golf course, I have put programs in place that help members eat better, exercise more and maximize the best things in life, on the golf course and off. With the success of fitness, and in my case, golf fitness, over the past few years, we outgrew our space, and it had also become somewhat outdated. It was several years since any renovations were done on the facility and equipment. I met with our Health and Fitness Director, who agreed that we needed an upgrade, and I had some input in selecting new equipment. I provided feedback on what I felt the club needed to make the new space as golf-relevant as possible. After all, our golf performance programming is among the most popular at Capital City Club and a huge source of revenue for the fitness center. With a new fitness center in the works, we worked out of a temporary studio for the past two years. Although the lack amenities in the temporary space kept some members away, my golf performance programming thrived as we’ve continued to enjoy an influx of new and returning golfers post-COVID, as well as increased play from our already die-hard golfers. We officially opened the doors to our new fitness center last spring and welcomed roughly three-quarters of the members to the club’s Founders Day to see the new fitness center and learn about the increased programming that we’ve planned. I gave away Masters Tournament gifts and prizes and promoted my social media channels so members could easily stay abreast of my golf performance programming.
Ken Shigley Jr. on the business impact of facility upgrades in increasing engagement:
The new fitness center has a cardio room that’s doubled in size and is now full of Technogym cardio and golf-related equipment. We also have balance equipment, slam balls and an array of other tools specifically geared towards golf performance training. With some new machines that we didn’t have before, new programming opportunities are available, and I’ll be better able to serve our growing roster of golf clients. Much of our success comes from collaboration with our PGA of America Golf Professionals. When they have students who are having issues getting into various desired golf swing positions, they refer them to me to help with the body so they can subsequently help with the golf swing. Engagement and the level of programming with each member depends upon where they are starting out. Some skilled golfers who are in decent shape might only need one weekly session, whereas other members with ailments, old injuries, mobility limitations and such will surely benefit from more frequent sessions. I curate each program to the needs of the member, rather than offering the same blanket curriculum to every individual. I strive to educate members on how to use their body most effectively in the golf swing. You can be super fit and not know how to use the right muscles in the golf swing. In fact, I’ve had highly fit individuals complain of back pain after one round of golf and have to help them understand the sequence to maximize their strength and mobility. My collaboration with the golf instructors helps provide the full package for our clients.
If you would like to email the author of this Best Practice directly, please email k.shigleyjr89@gmail.com.
