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Ok with that out of the way...Happy Holiday week! The week between major religious holidays and New Years is always and awkward time as most people have off - while many of you in the golf industry are putting in the work!
As we look back on 2025, there's one thing this year reinforced for me, it’s this:
The golf industry isn’t being reshaped by trends alone.
It’s being reshaped by intentional people making thoughtful decisions—about brand, experience, leadership, and community.
Over the course of this year, Grow Golf sat down with head professionals, marketers, merchandisers, general managers, and operators who all shared something in common:
They aren’t chasing shortcuts.
They’re building systems, cultures, and experiences that last.
As we close the year, here are the biggest lessons that kept showing up again and again.
For the last time this year, let's Grow Golf.
-Rich
1. Your Brand Is Bigger Than Your Building
One of the clearest lessons this year was that a club’s brand no longer lives only inside its gates.
That insight came into focus most clearly through:
- Mason Spalding (PGA TOUR / TPC Network) in Newsletter #46
- And our exploration of logo value in Newsletter #40
Mason summed it up perfectly when he talked about the TPC Network “limiting its potential ceiling” by keeping merchandise in-store only. The realization wasn’t about selling more polos—it was about recognizing brand equity that already existed.
We reinforced that idea again when we looked at how club logos have quietly become modern status symbols. A simple, recognizable logo—worn in the right context—signals belonging, access, and pride.
What we learned: If members are wearing your logo away from the club, your brand is working harder than any marketing campaign ever could.
2. Convenience Is Now Part of the Member Experience
This year also made one thing abundantly clear: convenience is no longer a “nice to have.” It’s part of hospitality.
That lesson showed up repeatedly in:
- Newsletter #46 with Mason Spalding and Jeff Piltch (TPC Network x Tee Commerce)
- Newsletter #20 on testimonials and frictionless feedback
- And subtlety across multiple Ask the Shop presented by Tee Commerce conversations
Whether it was online shops capturing demand after hours, simplifying small outing merchandise requests, or making it easier for members to share their experience, the takeaway was consistent.
When clubs remove friction, they don’t lose their personal touch—they create more space for it.
What we learned: Technology works best in golf when it supports relationships, not replaces them.
3. The Best Pro Shops Aren’t Retail Spaces — They’re Culture Centers
Some of the strongest reminders this year came directly from the people running great shops every day.
That insight was reinforced by:
- Hannah Marcusse (Wilderness Country Club) in Newsletter #21
- Jake Pleczkowski (Sankaty Head Golf Club) in Newsletter #29
- Sean Minogue (Willow Oaks CC) in Newsletter #48
Each of them approached merchandising differently—but they shared a common belief: the pro shop is an extension of the club’s identity.
Limited drops. Unexpected gift items. Logo pride. Community tie-ins. Trusting instinct over trends.
None of it felt transactional. It felt personal.
What we learned: When a pro shop reflects the culture of the club, sales follow naturally.
4. Leadership Sets the Ceiling
Not all of this year’s lessons were about merchandise or marketing.
Some of the most important ones were about leadership.
That perspective came through clearly in:
- Scooter Buhrman (Tobacco Road Golf Club) in Newsletter #44
- And again through Sean Minogue’s journey in Newsletter #48
Scooter’s emphasis on assessment before action, presence-based leadership, and culture-first thinking reminded us that great experiences don’t happen by accident. They’re built through consistency, clarity, and care for people—both guests and staff.
Sean’s story reinforced that leadership doesn’t require a traditional path—just humility, discipline, and a willingness to learn.
What we learned: Strong leadership isn’t loud. It’s visible, steady, and intentional.
5. Stories Matter — Internally and Externally
Finally, one lesson touched nearly every conversation we had this year: stories drive connection.
That theme was central to:
- Newsletter #20 on player testimonials
- Newsletter #48 with Sean Minogue’s career journey
- And nearly every Ask the Shop conversation we published
Whether it’s a member explaining why they love their club, a professional sharing how they found their place in golf, or a logo sparking a conversation in an airport lounge—stories build trust faster than any sales pitch ever could.
What we learned: If you don’t tell your story, someone else will...and they won’t tell it as well as you.
The Bottom Line
Across every conversation this year, one idea kept surfacing:
- The clubs that grow aren’t necessarily the biggest or the flashiest.
- They’re the most intentional.
- Intentional with brand.
- Intentional with experience.
- Intentional with people.
- Intentional with how they evolve.
That’s what Grow Golf set out to highlight this year, and it’s what I’ll continue to build on going forward.
Thank you to everyone who contributed their time, insight, and honesty to this community. And thank you to everyone who read, replied, shared, and supported Grow Golf along the way.
Here’s to another year of learning, building, and growing—together.
As always, thank you for being a subscriber to Grow Golf. Always available for questions and feedback. Just reply to this email or send me a note at hello@growgolf.co
