Improving on her own. A lesson now builds on the momentum.
Jo PatelLessons stopped in May
Lessons3 this year, last on 14 MayRangeStill twice a weekHandicapUp 1.8 since May
Still practising, but slipping without coaching. Offer a follow-up lesson before winter.
Rob HaleStruggling in competitions
LessonsWeekly until MayCompetitions14 entered, usually bottom quarterPro shop£0 since May
Still competing hard, but struggling. A competition-prep session could bring him back.
Mark BennettDrifting from club life
LessonsNone in the last 12 monthsTee sheetStill plays weeklyClubhouseNo spend since June
Playing, but less involved. A lesson invite is a reason to reconnect.
Built from 5 records
Range useLessonsHandicapsCompetitionsTee sheet
What M-U-M found
12 members hit balls on the range every week, haven’t had a lesson this year, and their handicaps haven’t moved.
What to do
Offer the twelve a short-game session.
Competition Form
Members who enter plenty of competitions but usually finish low on the leaderboard: keen golfers who would welcome some help. And who has climbed after lessons.
19 members entered ten or more competitions but usually finish in the bottom quarter
Rob HaleBottom quarter, 14 entries
Competitions14 entered this yearHandicapUp 1.2LessonsNone this year
Keen but frustrated. Offer a session before the next medal.
Sue FinchBottom third, 11 entries
Competitions11 enteredRangeEvery weekLessonsNone in the last 12 months
Practising the long game. Her scores suggest the short game is costing her.
Ken PriceBottom quarter, 12 entries
Competitions12 enteredTee sheet55% of rounds with Peter Walsh, who is driftingLessonsNone
A lesson keeps Ken involved while his regular partner drifts.
Lucy GrantInto the top half
LessonsOne, in MarchCompetitionsTop half 6 times sinceHandicapDown 4.1
Proof a single lesson works. A well done, and a pack to keep going.
Chris DoyleBottom third to top third
Lessons5 lessons in springCompetitionsTop third since JuneHandicapDown 4.5
A story worth sharing in the newsletter, with Chris’s permission.
Anita ShahFirst top-ten finish
LessonsTwo short-game lessonsCompetitionsTop ten in JuneHandicapDown 6.3
Ready for a fitting to match her new game.
Members entering five or more competitions, by usual finish
Top quarter74 members
Second quarter88
Third quarter97
Bottom quarter64
Behind the numbers
Bottom quarter64 members
Lessons49 had none this yearRange27 practise weeklyHandicap38 unchanged or up
Practising without coaching. A competition-prep clinic before the next medal.
Built from 3 records
CompetitionsLessonsHandicaps
What M-U-M found
19 members entered ten or more competitions this year but usually finished in the bottom quarter. 15 of them haven’t had a lesson.
What to do
Offer them a pre-competition lesson before the next medal.
Handicap Progress
The ten biggest improvers over the last six months, how members who take lessons are getting on, and any member’s season. Uses your club’s handicap history.
Six months agoToday
Sam Cole
3.2 → 1.1 −2.1
Helen Price
6.8 → 4.6 −2.2
Mike Evans
12.6 → 8.9 −3.7
James Hall
15.8 → 11.9 −3.9
Chris Doyle
18.4 → 13.9 −4.5
Ahmed Khan
20.1 → 15.4 −4.7
Lucy Grant
21.0 → 16.9 −4.1
Anita Shah
26.1 → 19.8 −6.3
Kate Ruiz
30.2 → 23.4 −6.8
Jean Watts
34.0 → 27.1 −6.9
061218243036
Behind the numbers
The top 10What they share
Lessons8 had lessons this seasonCompetitions6 play most weeksPro shop5 haven’t bought clubs this year
Well done notes from the Pro, and fitting invitations for the five.
Members who had lessons in the last 12 months: −2.8 shots on average. Members who didn’t: −0.5.
12 months agoToday
Kate Ruiz6 lessons
32.0 → 23.4 −8.6
Anita Shah2 lessons
26.8 → 19.8 −7.0
Chris Doyle5 lessons
19.2 → 13.9 −5.3
Lucy Grant1 lesson
21.4 → 16.9 −4.5
James Hall2 lessons
16.3 → 11.9 −4.4
Helen Price3 lessons
7.1 → 4.6 −2.5
Sam Cole4 lessons
3.6 → 1.1 −2.5
Priya Shah3 lessons
6.5 → 4.6 −1.9
Tom Reid8 lessons
14.2 → 12.5 −1.7
Rob Hale9 lessons
22.1 → 23.3 +1.2
061218243036
Behind the numbers
Lesson takers−2.8 against −0.5
Lessons3 or more: down 3.6 on averageRangeMost practise weeklyCompetitions7 entering more often
Share the difference with members: it is the best case for the next lesson.
18.413.9
JanFebMarAprMayJunJulAugSepOct
Chris Doyle’s handicap: 18.4 in January, 13.9 in October, down 4.5.
26.119.8
JanFebMarAprMayJunJulAugSepOct
Anita Shah’s handicap: 26.1 in January, 19.8 in October, down 6.3.
12.811.9
JanFebMarAprMayJunJulAugSepOct
Tom Reid’s handicap: 12.8 in January, 11.9 in October, down 0.9.
Behind the numbers
Steady improvers7 members this season
Lessons5 had lessons in springCompetitionsEntering more sincePro shop4 haven’t bought irons this year
Fitting invitations for the four.
Built from 2 records
HandicapsLessons
What M-U-M found
Members who had lessons this season dropped 2.1 shots on average. Those who didn’t dropped 0.4.
What to do
Share the difference in the next newsletter, with a well done to the biggest improvers.
Range & Lessons
When members practise and learn, and your 25 most regular range users with their lessons and handicap change, so you can plan coaching time and staff the range.
Weekday mornings22%£2.6k
Weekday evenings41%£4.9k
Weekends37%£4.4k
Behind the numbers
Weekday eveningsBusiest range time
Tee sheetCourse quiet after 5pmRange22 regulars most eveningsHandicapMost of them haven’t moved
Evening group lessons on the range for the 22.
Weekday mornings34%£6.1k
Weekday evenings20%£3.6k
Weekends46%£8.3k
Behind the numbers
Weekend pupils46% of lessons
Tee sheetMostly play at weekendsHandicapImproved most this season
Keep weekend slots for regular pupils, and offer the rest midweek.
13 of your top 25 range users had no lessons in the last 12 months. Their handicaps moved +0.2 on average, against −3.4 for the 12 who did.
#
Member
Range visits
Lessons
Handicap
1
Sue Finch
98
None
+0.4
2
Gary Mills
94
None
+0.2
3
Kate Ruiz
91
6
−8.6
4
Ian Shaw
88
None
−0.3
5
Tom Reid
86
8
−1.7
6
Dave Lowe
83
None
+0.6
7
Ruth Allen
81
2
−2.4
8
Ken Price
79
None
+0.8
9
Chris Doyle
77
5
−5.3
10
Paul Green
74
None
0.0
11
Simon Park
72
1
−1.1
12
Mark Bennett
70
None
+0.3
13
Fiona Lane
68
None
−0.2
14
Priya Shah
66
3
−1.9
15
Colin Webb
63
None
+0.5
16
Harry Dunn
61
4
−3.2
17
Martin Ross
59
None
+0.1
18
Rob Hale
57
9
+1.2
19
Owen Price
55
2
−2.0
20
Dan Hughes
53
None
−0.1
21
Mike Evans
51
3
−3.7
22
Lucy Grant
49
1
−4.1
23
Alan Cole
47
None
+0.4
24
Jean Watts
45
2
−7.4
25
Steve Walsh
42
None
+0.2
All figures over the last 12 months. Handicap: change since 12 months ago (down is better).
Behind the numbers
13 with no lessonsPractising without coaching
RangeMost weeks, all yearHandicapAverage +0.2 in 12 monthsLessonsNone in the last 12 months
A free 20-minute range session with the Pro for the 13.
Built from 3 records
Range useTee sheetLessons
What M-U-M found
Weekday evenings are the busiest time on the range, yet the tee sheet is quiet then.
What to do
Open more evening lesson slots, and offer a nine-hole playing lesson.
Lesson Income
Lessons and lesson income through the year for each coach (when the till records who taught each lesson), against last year, so you can plan coaching time and winter offers.
Winter62 lessons£2.7k
Spring148 lessons£6.6k
Summer190 lessons£8.4k
Autumn104 lessons£4.5k
Behind the numbers
Winter62 lessons, a third of summer
Range38 regulars still practise weeklyTee sheetWeekday tee times quietLessonsOnly 9 of the 38 had a winter lesson
A winter improvement package for the 38.
Winter28 lessons£1.5k
Spring70 lessons£3.9k
Summer88 lessons£4.8k
Autumn46 lessons£2.5k
Behind the numbers
Head ProBusiest in summer
Lessons88 in summer, 28 in winterHandicapPupils down 2.6 on averagePro shopPupils spend 40% more in the shop
Use the Head Pro’s quieter winter slots for fittings and video sessions.
Winter34 lessons£1.2k
Spring78 lessons£2.7k
Summer102 lessons£3.6k
Autumn58 lessons£2.0k
Behind the numbers
Assistant ProBeginners and juniors
MembershipMost pupils joined this yearHandicapPupils down 1.8 on averageCompetitions9 pupils entered their first competition
Give the Assistant Pro the new-member starter packs.
Winter70 lessons£3.2k
Spring131 lessons£5.9k
Summer176 lessons£7.9k
Autumn98 lessons£4.4k
Behind the numbers
Last winter70 lessons
Lessons21 pupils didn’t return in springHandicapThose 21 went up 1.1 on average
Keep pupils going through winter: a dropped habit is hard to restart.
Built from 3 records
LessonsRange useTee sheet
What M-U-M found
Winter lesson income is a third of summer’s, but range use only drops by a quarter.
What to do
A winter improvement package for range regulars.
New Golfer Pathway
How beginners and juniors move from joining to their first lesson, a handicap and their first competition, and where they stall.
Joined27
Had a lesson19
Got a handicap14
Entered a competition8
Behind the numbers
Stalled before a handicap5 beginners
Tee sheetAll 5 play mostly aloneLessons3 haven’t had one since joiningMembershipAll joined this year
A three-lesson starter pack and a playing partner for each.
Joined25
Had a lesson22
Got a handicap17
Entered a competition11
Behind the numbers
No competition yet6 juniors
HandicapAll six have oneTee sheetPlay at weekends with a parentCompetitionsNone entered
Invite them to the junior Stableford, with their parents.
Built from 4 records
Membership listLessonsHandicapsCompetitions
What M-U-M found
Beginners who had three or more lessons were twice as likely to get a handicap within six months.
What to do
Offer every new beginner a three-lesson starter pack.
Fitting Ready
Members who are improving, playing more, and whose clubs are getting old: the right people for a fitting day.
Chris DoyleImproved, old irons
HandicapDown 4.5Pro shopNo irons in the last 12 monthsTee sheetRounds up 40%
Playing more and better with clubs that no longer fit his game. Invite him to the fitting day.
Anita ShahImproved, old driver
HandicapDown 6.3Pro shopNo driver in the last 12 monthsRangeEvery week
Her game has changed a lot this season. A driver fitting is the natural next step.
Sam ColePlays most, oldest irons
Tee sheetThree rounds a weekPro shopNo irons in the last 12 monthsHandicap1.1, down from 3.2
A 1.1 handicapper who hasn’t bought irons in the last year. Worth a personal invitation from the Pro.
From pro shop purchases on members’ accounts
No new irons in 12 months86 members
No new driver in 12 months112
No new wedges in 12 months140
Behind the numbers
No new irons in 12 months86 members
Handicap23 have improved this seasonTee sheet31 play twice a week or moreLessons17 had lessons this year
The 23 improvers first: their game has outgrown their clubs.
Built from 3 records
Pro shopHandicapsRange use
What M-U-M found
23 members are playing more, have improved this season, and haven’t bought irons in the last year.
What to do
Invite the 23 to the spring fitting day.
Shop Brands
See which brands sell in each category, as a share of sales or in pounds, so you stock what sells and spot who’s due new kit.
Titleist46%£9.2k
Srixon18%£3.6k
Callaway16%£3.2k
TaylorMade12%£2.4k
Others8%£1.6k
Behind the numbers
BallsTitleist leads
Tee sheet48 heavy players buy few balls herePro shopBall sales flat since spring
A members’ dozen offer at the counter.
Titleist38%£4.2k
Cleveland24%£2.6k
Callaway16%£1.8k
TaylorMade14%£1.5k
Others8%£0.9k
Behind the numbers
WedgesTitleist leads
LessonsShort-game pupils buy most wedgesPro shopMost bought within a month of a lesson
A wedge check at the end of each short-game lesson.
Ping30%£10.5k
TaylorMade24%£8.4k
Callaway20%£7.0k
Titleist16%£5.6k
Others10%£3.5k
Behind the numbers
IronsSplit across four brands
Handicap15 improvers haven’t bought new ironsLessons6 of them had lessons this yearTee sheetMost play twice a week
A fitting day with demo irons from two brands.
TaylorMade28%£7.8k
Ping26%£7.3k
Callaway22%£6.2k
Titleist14%£3.9k
Others10%£2.8k
Behind the numbers
DriversTaylorMade and Ping close
HandicapImprovers buy most driversRangeRange regulars are the main buyers
A driver demo evening on the range.
Titleist26%£2.3k
Ping24%£2.2k
Callaway18%£1.6k
Sun Mountain16%£1.4k
Others16%£1.4k
Behind the numbers
BagsTitleist and Ping
MembershipNew members buy most bagsPro shopMostly in their first two months
A new-member bag offer.
FootJoy34%£6.1k
Galvin Green22%£4.0k
Under Armour16%£2.9k
adidas14%£2.5k
Others14%£2.5k
Behind the numbers
ClothingFootJoy leads
CompetitionsSales up a third in medal weeksMembershipNew members buy most in their first month
A welcome offer on club clothing for new members.
Built from 3 records
Pro shopHandicapsLessons
What M-U-M found
15 members have dropped two shots or more this season and haven’t bought new irons or had a fitting.
What to do
Invite the 15 to a fitting day.
Shop Customers
Who buys from the pro shop, who plays a lot but buys elsewhere, and who has stopped buying.
48 members play twice a week or more but spent under £50 here this year
Mark EllisPlays a lot, buys elsewhere
Tee sheet96 rounds this yearPro shop£22 this yearRangeEvery week
Using a lot of balls and gloves, but not buying them here. A members’ ball offer at the counter.
Dan WebbImproving, buying nothing
Tee sheet88 roundsPro shop£0 since MarchHandicapDown 1.4
An improving player who will want new kit soon. Invite him to the fitting day.
Sam ColeHighest rounds, low spend
Tee sheet120 roundsPro shop£35 this yearPro shopNo irons in the last 12 months
Your busiest golfer barely uses the shop. A personal fitting invitation from the Pro.
Richard Ellis£1,240
Helen Price£980
John Barker£860
Lucy Grant£790
Tom Reid£720
Behind the numbers
Top 5 customersWhat they share
LessonsAll five have lessonsCompetitions4 play most weeksMembershipAverage 14 years at the club
Early sight of new stock, and a thank-you from the Pro.
Bob KerrStopped buying and playing
Pro shop£420 last year, £0 since MarchTee sheetRounds down by halfClubhouseSpend down 60%
Not just the shop: Bob is drifting from the club. Flag him to the GM.
Jean WattsImproving, buying elsewhere
Pro shop£310 last year, £0 since MayHandicapDown 6.9Tee sheetRounds steady
Playing well and as often as ever, so she is buying elsewhere. A new-season offer.
Neil BurtonOn the renewal call list
Pro shop£0 since JuneTee sheet2 rounds a quarterHandicapUp 2.4
One of the GM’s five to contact. A check-up lesson is the Pro’s way in.
Built from 3 records
Tee sheetPro shopMembership list
What M-U-M found
48 members play twice a week or more but spent under £50 in the pro shop this year. Their balls and gloves are coming from somewhere else.
What to do
A members’ ball and glove offer at the counter.
Invented example of a club with 630 playing members, the UK average. All names and figures are made up.
Need something your club asks that isn’t here?We’ll build it with you, from the records you already keep.