Coaching Golfers While They’re On The Course Is Revolutionizing Golf Instruction – And Boosting Profits

 As seen in Golf Business September/October 2022 

By Doug McPherson, Contributor, Golf Business

Back in 2008 when Will Robins began teaching golf, he did something unusual.

Instead of loading students with tons of tips on the driving range, he took a foursome on the course for nine holes. Robins then watched each player's game, developed a specific improvement plan for each one and then taught them how to practice. The result? His players dropped an average of 11 strokes in 10 weeks.

It's no surprise Robins kept doing it and he eventually dubbed it The Scoring Method™, which guarantees lower scores.
The way Robins sees it, the current instruction model is broken.

“Owners see the teaching pro as a necessary evil – but when teaching pros use this new method, they can turn people into avid golfers who play and stay with the game,” says Robins, who is the founder and CEO of RGX 2.0, a golf instruction company. “They can drive revenue through the roof. We’re seeing players triple their spend at the course. Let the pros keep their money. The money will come from the students once they get to be an avid golfer.”

Robins says pros need to shift from ‘can I make money for me’ to ‘can I get players better, players who’ll spend more money, who’ll get connected to the golf course and who’ll bring friends to the game and generate massive revenues for the course.’

As an example, Robins says each student pays $150, which covers the greens fees and the instruction. (He explains that’s a bargain because many students pay $150 for an hour of instruction.) With this program, the players get 2.5 hours of play plus the instruction. “They’re not concerned with the cost of greens fees because they’re getting better and they’re excited about it.”

“So it’s a win, win, win – a win for the course owner, the pro and the golfers,” Robins says. “This is a complete shift in the way the owners and pros think about golf and how it’s taught. How can a pro who’s sitting in front of a computer screen keep people in golf? They need to be out there with the players – playing with them, connecting with them. It’s what pros have always wanted: to get paid to play.”

Another key reason Robins believes the method works is camaraderie. “The golfers are in teams and they compete against each other. So they get to play with pressure.

“But also, because they are in teams, they develop camaraderie. They would see some team members get better and it made all the players want to get better.”

Tony Chavez, director of golf at the Los Serranos Golf Club in Chino Hills, California, started using The Scoring Method™ in June of 2020.

“Group coaching and playing assessments were concepts that seemed so on point to help students where it mattered, on the golf course,” Chavez says. “Will's method really seemed so basic but also so necessary. Enthusiasm, community and results were the big takeaways for me.”

Chavez adds that the economics also makes sense. “I’m on track for my best year yet in terms of salary, 25% better than my best year on record. On top of that, I’m dedicating time to promote the game on the course rather than from a desk in an office. I’ve coached more than 100 students since 2020 and the retention rate is off the charts, and my students are showing results quicker.”

Jeffrey Hochman, assistant general manager of Sun City Grand, a resort in Surprise, Arizona, started using the method in August of 2020 and says he’s increased his revenues 10-fold and that he’s getting kudos from students.

“I’ve been giving conventional lessons for over 20 years and would very rarely receive email feedback,” Hochman says. “With on-course coaching, I probably receive an email from 90% of my students telling me how great the program is and how they’ve lowered their scores with some over 10 shots in their very next round of golf. Many say they have never had a better instruction experience.”

This article was featured in the September/October edition of Golf Business magazine.