Fitness & Performance Centers:
Seattle Golf Fitness: Scaling to New Heights – Part 3

Daniel Marinello, a 2023 GFAA Off-Course Award Winner, is the Founder of Seattle Golf Fitness and The Mercer Island Golf Club in Mercer Island, Washington, and Vancouver Golf Performance in Vancouver, British Columbia, Canada.

This is the third and final installment of the Seattle Golf Fitness Story. Our initial chapters were published in Golf Fitness Monthly in September and November of 2023.

As the dawn of 2022 broke, it heralded a year of unprecedented growth and transformation for Seattle Golf Fitness. With five dedicated coaches on board, the stage was set for a year that would not only challenge us but also redefine our place in the golf fitness landscape.

A Shift in Focus

The year began with a significant transition. As the founder, I made the strategic decision to step back from coaching duties to concentrate on steering the business toward broader horizons. This shift to focusing on business operations was both a personal and professional evolution, marking a new chapter in our journey.

Exponential Growth Through Unmatched Retention

2022 was a landmark year, not just in numbers but in the depth of relationships we nurtured. An astounding 80 percent retention rate was the linchpin of our 99 percent revenue growth. This figure was no accident; it was the fruit of our philosophy of treating every client not just as a member, but as family or as a tour pro deserving of our undivided attention and support.

Our approach to building client relationships is both a science and an art. Some of our tactics involve attending our clients’ golf lessons with them, along with medical appointments related to their physical performance. Our engagement also extends beyond the gym and the green; we celebrate their successes and share in their challenges, texting after rounds to connect and reflect, and gifting items or experiences that resonate on a personal level.

Our commitment to fostering a community extends to organizing exclusive SGF golf tournaments and outings. These events are not just about competition; they’re about camaraderie, shared experiences and reinforcing the bonds that make our community special.

Innovative Billing and Commitment Framework

A key pillar of our retention strategy is our unique approach to client engagement and billing. We require that every SGF client commit to working with us at least twice a week for a minimum of one month. This consistency is crucial, not only for their physical development but for deepening the client-coach relationship.

Our flexible plans, ranging from month-to-month to quarterly and annual subscriptions, are designed to accommodate the varied needs and commitment levels of our clients. This framework not only offers them the flexibility they desire but also frames our services as a long-term investment in their health, performance and enjoyment of the game.

Doubling Our Space

Mid-2022 saw us doubling our gym size, a testament to our growth and a response to our community’s needs. Our new space, designed to support four coaches simultaneously, not only expanded our physical capacity but enhanced the sense of belonging among our members. The buildout, a staff-led project, was completed in two weeks.

Elevating Our Expertise

In the fall of 2022, our entire coaching team attended the Titleist Performance Institute (TPI) Level 3 Fitness seminar in Oceanside, California. This trip underscored our commitment to being at the forefront of golf fitness education. It was an investment in our team’s expertise, ensuring our clients benefit from the most advanced and effective training methodologies.

2022 was a year of remarkable achievements for Seattle Golf Fitness, driven by a philosophy that sees each client as a vital part of our extended family. Our success is not just measured in revenue growth or space expansion, but in the trust, loyalty and deep-rooted relationships we’ve cultivated. This approach has not only set us apart but has laid the foundation for continued success and innovation in the world of golf fitness.