PGA Magazine April 2013
The following article was published in the April 2013 issue of the PGA Magazine in the Pro to Pro section.
Swinging Seniors
Dean Sumner,
PGA Head Professional,
Quinton Oaks Golf Course,
Callao, Va.
When it comes to growing the game, seniors are often an overlooked demographic. Perhaps that's because we expect many seniors to play golf as they have the time (if their retired) and disposable income. Traditionally, they've been one of the most loyal golfing segments.
But in today's marketplace, you can't take seniors, or anyone else for granted. If you want your business to grow, you've got to put forth the effort on the front end, according to Dean Sumner, PGA head professional at Quinton Oaks Golf Course in Callao, Va. That's precisely what he has done over the last several seasons with his Swinging Seniors program.
To be eligible for the six-lesson program, registrants must be 50 years of age or older, and have limited or no golf experience. For a fee of $100, participants receive six group lessons (with a maximum of 10 players per group), free use of the driving range through the month of August, free green fees during certain time slots and even the use of golf clubs.
"The Swinging Senior clinic is meant to be fun as well as instructional," says Sumner, whose facility received a Growth of the Game Grant from the PGA Foundation to continue growing the program. "I invite questions and comments throughout the lessons and I mix in stories that have happened to me and stories that have happened on the PGA Tour. During each lesson, I ask if anyone watched golf the previous weekend to gem asking questions. Most of all I just want interaction. It makes the lessons more informative and fun."
Sumner has a specific game plan for each of the six sessions. The first week, students don't hit a single ball – instead they learn the basics of the game, including a summary of rules and etiquette. Sumner also stresses the importance of flexibility and physical health during the first session. "They don't need to be like a rubber band, they just need to improve their flexibility and stretch even when they are away from the golf course," he adds.
In the ensuing weeks, Sumner covers the full swing, pitch shots, chipping, putting, on-course etiquette and more.
"At the end of the six sessions, we play a nine-hole scramble with prizes and a social for the seniors," says Sumner. "It has been a highly successful and fun experience.