Instruction
9 steps to market and grow your golf instruction business

I’m often asked by up-and-coming golf teachers for advice on how to set up their instructional programs to create more demand and increase revenue. My answer? Look at the market you’re in.
If you pay attention to the market and add in some critical thinking, it will give you all the answers you need. You’ll learn to make the proper adjustments to your program to reach the next level in golf, or any area of business you choose.
Here are my nine steps to set yourself up for success:
- Understand the market.
- Focus on filling the demands of your market based on your current skill set.
- Set your program apart from the masses.
- Create programming using your technology/training to better fill the demands of your current market.
- Develop programs with a proper price point.
- Use social media to your advantage.
- Chart and analyze your revenues by month, time and hour.
- Use a spreadsheet to adjust your programming or price points.
- At the end of each peak season, go back to Step 1 and start the process all over again.
As you can see, there are many steps to become a top teacher within your market, but I promise if you follow these nine keys you will make better business decisions and your bottom line will improve.
So let’s take a few seconds to analyze each of these in more detail.
No. 1: Understand the market
Have you ever stopped and really looked at where you live, the demographics and economics of the people within your area? Have you noticed any geographic or socioeconomic consistencies that are more common than in other places?
Every place is different and every market is unique; demands of the people in Beverly Hills versus people in Memphis are very different. It could be age, weather patterns, course designs, disposable income, etc. Have you taken the time to see what your competitors are doing to combat the above? If you have not done either you are just following the trend. That’s not the way to become successful.
Create your OWN trends by knowing your market.
No. 2: Focus on filling the demands of your market based on your skill set
Now that you understand your market, you must look at the skills you currently possess. Can you fill these demands with your current business? Do you have the skills? The patience? Do you enjoy teaching in this manner?
All these questions form the basis of what you do and where you should go as a teacher. Case in point, I have never been good at teaching younger kids, because their natural lack of attention and focus has always been a sticking point. So if I analyze my market and see that there is a void in junior instruction, it would NOT be in my best interest to try and conquer it because it’s not my professional passion. The best thing I could do in this case is find another focus, or hire the most motivated junior instructor I know.
We ALL have weaknesses as instructors; identify yours and either fix it, or work around it as I explained above.
No. 3: Set your program apart from the masses
So you’ve found your market’s void and you’re set to take the world by storm… but how do you provide a unique service? The answer is simple: offer instructional training and/or technology that others do not.
The world of golf instruction is on fire with new technologies like AimPoint and Trackman. If you believe that putting is your calling, then you need to have the necessary training (since few people do), thus reducing your competition. Investing in yourself and your business is a necessary cog within your instructional wheel.
This is where I see 99 percent of young instructors fail, as they don’t spend the time or money to better themselves on the technology and/or training side. If you won’t do anything different than the masses, why would anyone come to the new guy on the block? Technology and training are always great long-term investments for your business.
No. 4: Create programming using your technology to better fill demands of the market
So you’ve found the void and invested in yourself. Now is the time to arrange programming around your strong points that your competitors do not possess.
When I first started teaching in Memphis back in the early 1990s, there was only one guy who was using video (single-view only) within his lessons. I decided that since I didn’t have his experience, the only way to gain market share was to buy a split-screen video system so the better players could see themselves from both angles. This was revolutionary at the time. Then, I created a swing-view program so that players taught by other teachers could come by and see their swing in my studio. I gave them a print out of their swing from both views as well.
It wasn’t long before they were my students.
I never “sold them” to come over to see me; I just exposed a weakness within my current market and filled it with technology and unique programming that subconsciously sold them on my academy.
No. 5: Develop programs with a proper price point
This is something that teachers at ALL levels fail to understand, costing them money on the backend. Please take this point to heart so you don’t make the same mistake!
Every area has unique trends and shifts within its local economy that can end up costing you in the end if you don’t focus on what your clients really want. For example, if you live in a community with people that are mostly on a fixed income, then you must pay attention to the stock market and the real estate trends, as these investments are the ones that usually govern these types of clients spending habits. When the economy is down, price will become a factor, and if you do not have programs that cover all price points then you will lose a segment of your market for no other reason than you are now too expensive based on their retirement setup.
So make sure you set up programs that focus on the individual and group programs that will help make you money when simple shifts in the economy happen. If you don’t, you will be left with an empty lesson book.
No. 6: Use social media to your advantage
Putting your ideas out there is a scary thing for many golf instructors because it cannot be taken back, but I think writing is a MUST for all young teachers. Why? Because it forces you to make thoughts simple for the layperson to understand, and this will help make your in-lesson delivery more concise. Start with blogs, then move to regional publications and try to work your way up to the national golf magazines. It will increase your credibility as well as your business.
The next area of focus is one that’s new to me as well, but it’s a VITAL area moving forward for the younger teachers. Do you have you own web site, YouTube channel, professional Facebook page and Twitter account? Do you use these tools to interact with people who can help your business? Networking is so important, and if you don’t interact through all possible outlets you’ll lose a piece of the pie you didn’t even know was there.
Social media can open doors to relationships with people from across the world. Think about it: What do you do when you want to find out about anything in your world? You go to the web and run a search. Why should you be any different as a golf instructor?
Use these (almost) free tools to your advantage and you’ll be glad you did.
No. 7: Chart and analyze your revenues by month, time and hour
Do you know which days of the week are your most productive or which hour of the day provides you with the most revenue consistently by month? What is the return rate of your customers and what packages do you sell the most?
These are the questions that most instructors can’t answer with specifics. Do you know any truly successful company in the world that doesn’t have an accounting department? I can’t think of one that doesn’t know what their revenues are or what products sell the best.
Time is your asset and you only have so much of it to sell daily. If you move a program to the wrong hour or book a school during the wrong month you are wasting necessary time and expenses that you could use for yourself and your family. The more you know about your business, the better decisions you can make as to what programs to add, subtract, or move.
Here’s an example of a spreadsheet I’ll use to track daily/monthly revenues:
No. 8: Use the spreadsheet to adjust your programming or price points
Now that you have charted data for a season or two, you’ll have an archive of data available when making decisions. This way you are using facts to base your answers upon, not just guessing!
Having facts gives you the best chance to be instantly successful in adjusting price points or programs that can instantly improve your bottom line. Face it, you will make mistakes with your programming over the course of your career that you’ll have to alter, but use data as a roadmap and don’t make the same mistakes twice. Each down period costs you and your business revenue, not to mention how it affects your own personal bottom line.
No. 9: At the end of each peak season, go back to Step 1 and start the process all over again
I always sit down at the end of two seasons and introspectively reflect on the job I did. Doing this helps me to figure out what parts of my operation need work, which programs worked well, and helps me to determine areas in which I need to improve on personally. It’s these quiet times that really make you get better as an instructor. The only thing I wish I had done years ago is use Survey Monkey to help me to REALLY understand what my clients think of my work and my operation.
Hopefully by now you have a better idea on how to set up your instructional business; if not, please do not hesitate to contact me.
Instruction
The Wedge Guy: Beating the yips into submission

There may be no more painful affliction in golf than the “yips” – those uncontrollable and maddening little nervous twitches that prevent you from making a decent stroke on short putts. If you’ve never had them, consider yourself very fortunate (or possibly just very young). But I can assure you that when your most treacherous and feared golf shot is not the 195 yard approach over water with a quartering headwind…not the extra tight fairway with water left and sand right…not the soft bunker shot to a downhill pin with water on the other side…No, when your most feared shot is the remaining 2- 4-foot putt after hitting a great approach, recovery or lag putt, it makes the game almost painful.
And I’ve been fighting the yips (again) for a while now. It’s a recurring nightmare that has haunted me most of my adult life. I even had the yips when I was in my 20s, but I’ve beat them into submission off and on most of my adult life. But just recently, that nasty virus came to life once again. My lag putting has been very good, but when I get over one of those “you should make this” length putts, the entire nervous system seems to go haywire. I make great practice strokes, and then the most pitiful short-stroke or jab at the ball you can imagine. Sheesh.
But I’m a traditionalist, and do not look toward the long putter, belly putter, cross-hand, claw or other variation as the solution. My approach is to beat those damn yips into submission some other way. Here’s what I’m doing that is working pretty well, and I offer it to all of you who might have a similar affliction on the greens.
When you are over a short putt, forget the practice strokes…you want your natural eye-hand coordination to be unhindered by mechanics. Address your putt and take a good look at the hole, and back to the putter to ensure good alignment. Lighten your right hand grip on the putter and make sure that only the fingertips are in contact with the grip, to prevent you from getting to tight.
Then, take a long, long look at the hole to fill your entire mind and senses with the target. When you bring your head/eyes back to the ball, try to make a smooth, immediate move right into your backstroke — not even a second pause — and then let your hands and putter track right back together right back to where you were looking — the HOLE! Seeing the putter make contact with the ball, preferably even the forward edge of the ball – the side near the hole.
For me, this is working, but I am asking all of you to chime in with your own “home remedies” for the most aggravating and senseless of all golf maladies. It never hurts to have more to fall back on!
Instruction
Looking for a good golf instructor? Use this checklist

Over the last couple of decades, golf has become much more science-based. We measure swing speed, smash factor, angle of attack, strokes gained, and many other metrics that can really help golfers improve. But I often wonder if the advancement of golf’s “hard” sciences comes at the expense of the “soft” sciences.
Take, for example, golf instruction. Good golf instruction requires understanding swing mechanics and ball flight. But let’s take that as a given for PGA instructors. The other factors that make an instructor effective can be evaluated by social science, rather than launch monitors.
If you are a recreational golfer looking for a golf instructor, here are my top three points to consider.
1. Cultural mindset
What is “cultural mindset? To social scientists, it means whether a culture of genius or a culture of learning exists. In a golf instruction context, that may mean whether the teacher communicates a message that golf ability is something innate (you either have it or you don’t), or whether golf ability is something that can be learned. You want the latter!
It may sound obvious to suggest that you find a golf instructor who thinks you can improve, but my research suggests that it isn’t a given. In a large sample study of golf instructors, I found that when it came to recreational golfers, there was a wide range of belief systems. Some instructors strongly believed recreational golfers could improve through lessons. while others strongly believed they could not. And those beliefs manifested in the instructor’s feedback given to a student and the culture created for players.
2. Coping and self-modeling can beat role-modeling
Swing analysis technology is often preloaded with swings of PGA and LPGA Tour players. The swings of elite players are intended to be used for comparative purposes with golfers taking lessons. What social science tells us is that for novice and non-expert golfers, comparing swings to tour professionals can have the opposite effect of that intended. If you fit into the novice or non-expert category of golfer, you will learn more and be more motivated to change if you see yourself making a ‘better’ swing (self-modeling) or seeing your swing compared to a similar other (a coping model). Stay away from instructors who want to compare your swing with that of a tour player.
3. Learning theory basics
It is not a sexy selling point, but learning is a process, and that process is incremental – particularly for recreational adult players. Social science helps us understand this element of golf instruction. A good instructor will take learning slowly. He or she will give you just about enough information that challenges you, but is still manageable. The artful instructor will take time to decide what that one or two learning points are before jumping in to make full-scale swing changes. If the instructor moves too fast, you will probably leave the lesson with an arm’s length of swing thoughts and not really know which to focus on.
As an instructor, I develop a priority list of changes I want to make in a player’s technique. We then patiently and gradually work through that list. Beware of instructors who give you more than you can chew.
So if you are in the market for golf instruction, I encourage you to look beyond the X’s and O’s to find the right match!
Instruction
What Lottie Woad’s stunning debut win teaches every golfer

Most pros take months, even years, to win their first tournament. Lottie Woad needed exactly four days.
The 21-year-old from Surrey shot 21-under 267 at Dundonald Links to win the ISPS Handa Women’s Scottish Open by three shots — in her very first event as a professional. She’s only the third player in LPGA history to accomplish this feat, joining Rose Zhang (2023) and Beverly Hanson (1951).
But here’s what caught my attention as a coach: Woad didn’t win through miraculous putting or bombing 300-yard drives. She won through relentless precision and unshakeable composure. After watching her performance unfold, I’m convinced every golfer — from weekend warriors to scratch players — can steal pages from her playbook.
Precision Beats Power (And It’s Not Even Close)
Forget the driving contests. Woad proved that finding greens matters more than finding distance.
What Woad did:
• Hit it straight, hit it solid, give yourself chances
• Aimed for the fat parts of greens instead of chasing pins
• Let her putting do the talking after hitting safe targets
• As she said, “Everyone was chasing me today, and managed to maintain the lead and played really nicely down the stretch and hit a lot of good shots”
Why most golfers mess this up:
• They see a pin tucked behind a bunker and grab one more club to “go right at it”
• Distance becomes more important than accuracy
• They try to be heroic instead of smart
ACTION ITEM: For your next 10 rounds, aim for the center of every green regardless of pin position. Track your greens in regulation and watch your scores drop before your swing changes.
The Putter That Stayed Cool Under Fire
Woad started the final round two shots clear and immediately applied pressure with birdies at the 2nd and 3rd holes. When South Korea’s Hyo Joo Kim mounted a charge and reached 20-under with a birdie at the 14th, Woad didn’t panic.
How she responded to pressure:
• Fired back with consecutive birdies at the 13th and 14th
• Watched Kim stumble with back-to-back bogeys
• Capped it with her fifth birdie of the day at the par-5 18th
• Stayed patient when others pressed, pressed when others cracked
What amateurs do wrong:
• Get conservative when they should be aggressive
• Try to force magic when steady play would win
• Panic when someone else makes a move
ACTION ITEM: Practice your 3-6 foot putts for 15 minutes after every range session. Woad’s putting wasn’t spectacular—it was reliable. Make the putts you should make.
Course Management 101: Play Your Game, Not the Course’s Game
Woad admitted she couldn’t see many scoreboards during the final round, but it didn’t matter. She stuck to her game plan regardless of what others were doing.
Her mental approach:
• Focused on her process, not the competition
• Drew on past pressure situations (Augusta National Women’s Amateur win)
• As she said, “That was the biggest tournament I played in at the time and was kind of my big win. So definitely felt the pressure of it more there, and I felt like all those experiences helped me with this”
Her physical execution:
• 270-yard drives (nothing flashy)
• Methodical iron play
• Steady putting
• Everything effective, nothing spectacular
ACTION ITEM: Create a yardage book for your home course. Know your distances to every pin, every hazard, every landing area. Stick to your plan no matter what your playing partners are doing.
Mental Toughness Isn’t Born, It’s Built
The most impressive part of Woad’s win? She genuinely didn’t expect it: “I definitely wasn’t expecting to win my first event as a pro, but I knew I was playing well, and I was hoping to contend.”
Her winning mindset:
• Didn’t put winning pressure on herself
• Focused on playing well and contending
• Made winning a byproduct of a good process
• Built confidence through recent experiences:
- Won the Women’s Irish Open as an amateur
- Missed a playoff by one shot at the Evian Championship
- Each experience prepared her for the next
What this means for you:
• Stop trying to shoot career rounds every time you tee up
• Focus on executing your pre-shot routine
• Commit to every shot
• Stay present in the moment
ACTION ITEM: Before each round, set process goals instead of score goals. Example: “I will take three practice swings before every shot” or “I will pick a specific target for every shot.” Let your score be the result, not the focus.
The Real Lesson
Woad collected $300,000 for her first professional victory, but the real prize was proving that fundamentals still work at golf’s highest level. She didn’t reinvent the game — she simply executed the basics better than everyone else that week.
The fundamentals that won:
• Hit more fairways
• Find more greens
• Make the putts you should make
• Stay patient under pressure
That’s something every golfer can do, regardless of handicap. Lottie Woad just showed us it’s still the winning formula.
FINAL ACTION ITEM: Pick one of the four action items above and commit to it for the next month. Master one fundamental before moving to the next. That’s how champions are built.
PGA Professional Brendon Elliott is an award-winning coach and golf writer. You can check out his writing work and learn more about him by visiting BEAGOLFER.golf and OneMoreRollGolf.com. Also, check out “The Starter” on RG.org each Monday.
Editor’s note: Brendon shares his nearly 30 years of experience in the game with GolfWRX readers through his ongoing tip series. He looks forward to providing valuable insights and advice to help golfers improve their game. Stay tuned for more Tips!
Steve
Jul 11, 2015 at 8:08 am
Ah looks like a Shank for melonhead
Jk
Jul 2, 2015 at 6:28 am
Nice article , would be good to do more of these for instructors, good that seminars/articles for marketing etc. are starting to pop up more and more these days . Are the any other similar articles that have already been posted ?
Tom Stickney
Jul 2, 2015 at 12:49 am
There are plenty of young professionals who want to teach and want to get better. Most people aren’t lucky enough to know it all from day one as you seem to…
Foot in mouth
Jul 2, 2015 at 3:35 am
Not a great comment nor attitude from a supposed Teacher who wants to let everybody know what he knows about the game, who needs everybody else’s money to continue teaching, don’t you think, Tom? You just put your foot in it, I reckons
Steve
Jul 2, 2015 at 8:07 am
No..as you seem too
Steve
Jul 1, 2015 at 11:48 pm
Unreadable, who cares? This is a movie you walk out on.