Interview with Don Rea, Jr., President of the PGA of America

? What was your motivation to become President of the PGA of America?
! I’m a second-career PGA of America Golf Professional. The Association has always had a special place in my heart because it provided an opportunity to follow my passion. Owning and operating Augusta Ranch Golf Club, a small Par 61 public golf course, I felt like my voice in the industry wasn’t being heard. I wanted to leave my business and the industry better than I found it, and I wanted to be able to send my daughter to college. I felt that wasn’t going to happen unless I got involved, so I joined committees and then eventually the boardroom of the Southwest PGA Section, one of 41 sections across our country. My concern at that time was a discount program, a golf pass with a discount which I considered a little too steep. I learned that if I wanted to change it, I had to join the committee – and we changed it. That taught me that if I want my voice to be heard in a room, I have to raise my hand and try to get in that room. That experience also taught me that I could help my fellow golf professionals in all aspects of the industry. I lost my share of elections but ran again the next year and tried again. Eventually, I became Secretary, then Vice President and President of the Southwest Section.

? How did your pathway continue from Arizona and Nevada to the PGA of America-institutions?
! I enjoyed serving on the section level and people encouraged me to run for the national board of the PGA of America. After three years on the board, I ran for Secretary of the Association. Once you get elected Secretary, you do that for two years and if all goes well, you will then be elected Vice President two years later and finally, four years later, become President. But my ambitions haven’t changed since day one. Our mission is to serve our members and grow the game. We’re more than 30,000 strong, and I find a lot of joy being able to improve the lives of our members. It’s a great calling.

? How would you describe the role of a PGA of America Golf Professional for the game?
! PGA of America Golf Professionals are the tangible connection to the game. We are the ones talking to recreational golfers daily. We help foster a love for the game.A golf facility thrives off customer loyalty, and its PGA of America Golf Professionals who are creating and nourishing those relationships. Our members wear many hats in the golf industry and touch every aspect of this great game.

? PGA Professionals in the US are not only golf teachers, but also owners, operators and more. How do you see their role with regards to other pathways such as the Club Managers Association?
! I believe that a PGA of America Golf Professional understands the industry more than anybody else. We understand the people, and the business is always driven by the people, whether public or private. Many PGA Pros were told to become a GM to make more money, which is still a great career choice as now for the first time ever the average salary for our members is over $100,000 a year. But that took them out of coaching and brought them into reporting and statistics. Being a coach can also mean coaching the staff and other department managers. Golf Professionals should be the general manager and hire people to do things they are not good at. But as pros, we are really good in relationships. I encourage all our members to get out of their offices and out from behind the desk and get back into the source of joy in our business, forming relationships with our members, students and everyday golfers.

? How does the future of teaching look like for you?
! I believe the future of the PGA of America is teaching in groups and getting them on the course. We focus too much on fixing swings instead of fixing their game. I can’t fix their game unless I see them playing. We should be playing golf with members and students. Pros can successfully do their job by walking around and playing golf, and that’s the future of our business. There’s also a lot of new technology involved in teaching and coaching today. It can be very beneficial for both the instructor and student, but there is extreme value to be on the course with your students — both for their game and their relationship to their coach and facility.

? Are today’s pros too focused on data-based coaching?
! Data is very important for swing instruction, but I believe we should fix the student’s game. I love talking to students and golfers on the course, this provides so much insight – more than any survey can bring up. Walking with my customers helps me learn about my business. Even if someone has a complaint, it is better to talk to that person during a round of golf and even invite him or her to bring friends. Player development and business development are intertwined.

? Should a pro work on an independent basis or be employed?
! Some of our golf professionals love being independent contractors. Personally, I don’t want all golf professionals to be independent contractors. They would then be at the mercy of their general managers who allow them to teach at “their” location. Some general managers come from the food and beverage or superintendent side. Do they fully understand the value of a golf professional? Whether an employee or independent contractor, a PGA Golf Professional is never an expense. Their return on investment makes them more of a cost of goods sold. When you invest in a PGA of America Member, you invest in your business and your members/customers.

? The PGM Universities are a unique pathway in educating golf professionals. How many students do you have and how many stay in the business after their studies?
! By early March this year, we had almost 25,000 members of the PGA of America plus more than 7,500 associates and 1,623 students. Going to a university is one of several ways to become a member of the PGA of America. With our 17 PGA Golf Management (PGM) universities, students can get a college degree and become a PGA of America Member simultaneously. Going through the PGM Associate Program is another pathway. The first year, their freshman year, is when they bail in college – quite similar to our Associate Program. We are currently losing about 50% on their way to become a member and we are really focusing on why they suddenly lose interest. We must consider their motivation to join our program: are they doing it because they didn’t make it to the tour? Is it because they love people? But once they make it to level two of the program, more than 80 percent of them get their membership. I send an email to each member on their first anniversary. It is amazing to see their feedback on how excited they are about the profession and the things they have already accomplished.

? How do you want to enhance the amount of students and associates staying in the game?
! It is important that people really understand the job. Regarding work-life-balance, we have to inform them early that there are times with a lot of work, but also other times with not so many hours. For me, it’s more the “balance of your life’s work.” imagine how many lives you impact, how many hugs and high fives you get from kids and adults. This is why we do it and what makes the industry great!

? According to recent NGF statistics, off-course golf is the fastest growing segment in the US. Which challenges does this bring for golf professionals?
! When Topgolf came out, many pros didn’t consider it to be golf or that it would bring in new golfers. Today we know it brings new people to our game. Off-course golf via range systems near the course is the new pathway. Toptracer was a game changer. I have 21 bays at my course, and it has brought a new golfer type as a customer. Our course isn’t that long, but the greens are fantastic. Before Toptracer, my range was doing about $100K per year in revenue. In the first year with Toptracer, it went up to $450K, in year two it was $750K. Last year, 4.4 million balls had been hit on my range. It’s often families who are kicking the tires on our sport. They check if they like it or not. You don’t see them on the course at first, they are just on the range. This is a huge funnel for our business. Our job is to get them from the range to the course, not directly, but maybe via a putting league, a three-hole league or night golf. This will turn them into golfers.