Education Program
SCHEDULE AT A GLANCE
2015 MERCHANDISE SHOW
TUESDAY, JANUARY 20 - EDUCATION AT PGA SHOW DEMO DAY - ORANGE COUNTY NATIONAL GOLF CENTER
Must Be Registered To Attend Sessions
DEMO DAY INSTRUCTIONAL WORKSHOPS FROM THE INDUSTRY’S LEADING GOLF TEACHERS
10:00am-11:00am
11:30am-12:30pm
1:00pm-2:00pm
2:30pm-3:30pm
4:00pm-5:00pm
SWING FAULTS AND BODY POSTURE - A SIGNIFICANT RELATIONSHIP
This session will provide you a base for efficient power production (backswing) and the
generation of elastic energy (you need mobility!). Distance and Consistency will improve.
Dr. Tom LaFountain
President, Professional Sports Care &
PGA Tour Chiropractic Service Provider
TEACHING PHILOSOPHIES - WHAT REALLY WORKS
There are many golf certifications you can put on your resume. But what really works for you
and your students? Learn how to develop your own teaching philosophy and become the golf
expert in your area.
Nancy Quarcelino, PGA/LPGA
Founder, Nancy Quarcelino School of Golf
THE BENEFITS AND DOWNFALLS OF TECHNOLOGY AND TEACHING AIDS
When it come to teaching aids not all aids fit all players. This session will educate you on how
to evaluate where someone is in the skill development of a swing, how to prescribe the correct
aid as well as how this aid can be used on the course in play. Technology misuse will also be
discussed. Just because your numbers are better does not mean that your swing is. How do you
decide which is most important? Come learn how.
Mike Malaska, PGA
2011 PGA Teacher of the Year
Golf Digest’s Top 50 Best Teachers in America
IN ORDER TO CHIP IT CLOSE, YOU MUST UNDERSTAND:
THE CLUB FACE, HANDS, BODY RELATIONSHIP
This session will explain in depth the club face, hands and body relationship and how it
directly impacts the delivery of the ball to the hole. You will also learn how to make a proper
assessment of what the ball has to say post shot which will help you improve going forward.
Stan Utley, PGA
PGA TOUR Winner,
Golf Digest’s Top 50 Best Teachers in America
GOLF IMPROVEMENT TECHNIQUES
Dr. Jim Suttie
Founder & Owner, Dr. Jim Suttie Golf
Tee #3 Pavilion
Tee #3 Pavilion
Tee #3 Pavilion
Tee #3 Pavilion
Tee #3 Pavilion
FLIGHTSCOPE ACADEMY CERTIFICATION
11:00am-5:30pm
FLIGHTSCOPE CERTIFICATION PROGRAM
FlightScope is taking their 2015 FlightScope Academy program to the next level. This year
will include renowned presenters, revamped materials and topics, including more visual data
parameter explanations. The academy will consist of a combination of presentations, live
demonstrations, and interactive discussions regarding technology and how to utilize it in
golf instruction and club fitting. Attendees will learn how industry leaders make the most of
FlightScope technology in best practices and how to generate revenue. All attendees will be
Certified FlightScope Professionals after the completion of an online exam.
FLIGHTSCOPE TEAM:
Henri Johnson, Inventor & CEO
David Nel, Application Specialist & Marketing Consultant
Michael Neff, Sales Representative
Alex Trujillo, Application Specialist & USA Sales & Support Manager
SPECIAL GUESTS:
Stephen Aumock, Director of Instruction, Gleneagles Country Club
and 2014 NTPGA Teacher of the Year
Tooth Course
Michael Breed, 2012 PGA Teacher of the Year & Host of
Golf Channel’s “The Golf Fix”
Dr. Sasho MacKenzie, Ph. D. in Sports Biomechanics
Sandra Gal, LPGA Professional
CPP 2.0 PLAYER DEVELOPMENT JUMP START CERTIFICATION
8:30am - 2:00pm
PLAYER DEVELOPMENT CERTIFICATION PROGRAM
Player Development is a key strategy for PGA Professionals to grow the number of golfers,
rounds and revenues for your facility. This certification showcases your expertise and
demonstrates measurable value that you deliver to your employer. Player Development
certification can enhance your position as the expert leader of golf at your facility as you build
an operation that is more fun and welcoming to new golfers, especially women, families and
children.
Throughout this session you will learn a comprehensive approach toward player development
programming and its valuable impact on your business. You will be lead through the first four
courses to get a jump start on the certification. Thank you for your leadership and continued
commitment to enhance your training in an effort to grow our great game.
Todd Sammons, PGA
Director of Member Education at PGA of America
Bill Cioffoletti, PGA
Education Faculty at PGA of America
Orange County
Convention Center
Room W101
2015 PGA Merchandise Show Education Program Schedule at a Glance
WEDNESDAY, JANUARY 21 - PGA SHOW EDUCATION - ORANGE COUNTY CONVENTION CENTER
8:00AM -9:15AM
KEYNOTE
TEACHING & COACHING
RETAIL/MERCHANISING
HOW TO USE THE LATEST TECHNOLOGLY TO
BUILD A BETTER TEACHING PROGRAM
PLAN YOUR WAY TO A PROFITABLE 2015
This session will discuss the distinct yet similar roles both
a leader and manager within your operation serve to
meet operational objectives.Tested theories of leadership
and the interaction between the follower and situation
will be discussed to better understand how to develop an
organizational climate and culture to attract and retain
talent within your operation.
This talk will give an in depth look at the latest technology
and how to use it in a coaching environment to help your
students and increase your lesson revenue
Dave Phillips
Co-Founder, Titleist Performance Institute
Room W103
Room W110A
SALES & MARKETING
CREATING A CULTURE THAT WILL
INCREASE BUSINESS
This session will highlight how the vision, purpose,
mission and management style of your company or
facility directly affects the success of your business.
You will receive the structure & ideas necessary to
manage your team and generate ideas that will both
motivate your staff and your customers to increase
productivity and revenues
Tom Morton, PGA, Dir. of Player Dev., Morton Golf
Ken Morton Sr., PGA; CEO, Morton Golf
Room W102
EVERYONE COUNTS ON YOU..
ARE YOU A SERVANT LEADER?
COACHING PROGRAMS THAT WORK FOR WOMEN
AND COMPETITIVE JUNIORS
YOU’RE IN CHARGE OF
MERCHANDISING - NOW WHAT?
ARE PICTURES, VIDEOS & SOCIAL MEDIA THE
FUTURE OF GOLF MARKETING?
Servant leadership is a choice and one that most PGA
professionals embrace. Golf and golf professionals
change so many lives. Discuss inspiring examples of
leadership and learn how you make yourself the leader
you choose to be.
What do women want? If you know the answer to this
question and you build your golf instruction business around
the largest segment of new golfers, you and your facility will
prosper.A coaching program for the competitive high school
golfer. How to guide the junior golfer and their parents with
a program that brings results.
Henry DeLozier
Principal, Global Golf Advisors
Nancy Quarcelino, PGA/LPGA
Founder, Nancy Quarcelino School of Golf
This session will examine the basics of planning a
merchandise assortment for those new to this side
of the industry or just wanting a quick refresher.
You will learn where to start in analyzing current
business, key numbers you will want to review and
considerations in developing future plans. The
session will also include quick tips for preparing
to buy merchandise as well as the buying process
itself.
Join us for an interactive panel of experts from leading
marketing companies including GoPro, Twitter, and
Linkedin to discuss the future of marketing in general
and discuss best practices we can bring to golf. By the
end of this session you will learn about the best and
worst tools you can be using and leave with tangible
action items to help improve the marketing of your golf
business.
Room W110B
COMMUNICATION + MOTIVATION = RESULTS
Efficient ways to Communicate and Motivate many different
skill levels to grow the game of golf to the masses. Tapping
into a person’s needs which produces effective results in a
person’s golf world.
Room W101
Kathy G. Jensen
2014 PGA Teacher of the Year
WHAT QUESTION DO YOU NEED TO ASK TO
PUTT YOUR BEST?
This session will assist the leaders and future leaders of
our industry on how to build teams which are going to be
made up primarily of Gen X and Millennials. It was also
discuss modern, participative management versus the
autocratic styles of a past era.
This session will challenge how we view putting through a
series of questions and will provide you essential information
on how to putt your best.
Stan Utley, PGA,
Golf Digest’s Top 50 Best Teachers in America
PGA TOUR Winner
Room W110B
THE HINGE: THE IMPORTANCE OF MENTAL TOUGHNESS
Every door has a hinge. A door without a hinge is a wall it
just doesn’t work. The Hinge is the one moment, shot, or
person that will make all the difference in our lives. We just
don’t know when that moment will occur. In this session
learn ways to help your students capture their Hinge
moment.
Room W101
ENHANCING YOUR MOST VALUABLE ASSET.. YOU!
This session will be very high energy and an interactive
experience. The session will begin with an exercise to
illustrate the importance of one’s presentation skills The 3
topics of Body, Mind and Soul will then be covered.
Jimmy Pomerance
Principal, Impact Speakers
Room W101
Dr. Rob Bell, Sports Psychology Coach
Tracy Moffat
AGM Education Team
Kris Hart
CEO, Nextgengolf
Room W103
Room W102
DOLLAR-PER-ROUND: USING KPI FOR
FORECASTING SALES & GROWING BUSINESS
USING DIGITAL MARKETING TO GENERATE NEW
CUSTOMERS
Room W110A
HOW TO BUILD A HIGH PERFORMANCE
ORGANIZATION IN TODAY’S GOLF INDUSTRY
Dana Garmany, PGA
Chairman and CEO, Troon Golf
2:45PM-3:45PM
This session will focus on analyzing current
business and growing future business using
key retail metrics of Retail Sales, Cost of Goods
Sold, Gross Profit, Inventory Turnover and more. Practical information will be shared on tracking,
analyzing, and improving each metric - where to
get the information and how to use it. Tracy Moffat
AGM Education Team
Room W101
1:30PM - 2:30PM
Room W110B
MENTORING & TALENT
DEVELOPMENT OF THE INDIVIDUAL
Chris Cain, PGA
Dir. of Professional Golf Mgmt, UNLV
10:45AM-11:45AM
SPEAKER: Jeff Fromm, President, FutureCast
Jeff Fromm will share research and best practices in creating brand engagement for millennials. This entertaining and
educational presentation will challenge participants to unlearn and reimagine what they thought they knew about the millennial generation.
LEADERSHIP
9:30AM-10:30AM
Must Be Registered To Attend Sessions
BEST PRACTICES AND BRAND ENGAGEMENT IN REACHING MILLENNIALS
Are you calculating this simple measure of sales
revenue compared to rounds of golf? Every
Golf Shop should be tracking Dollar per Round
to evaluate performance and make comparisons
to other Golf Operations. Now learn to use this
number to forecast future sales, plan staffing, build
sales, and motivate your staff. You will leave this
seminar with simple spreadsheets for tracking sales
and golf rounds as well as planning future sales.
This session will focus on digital marketing and lead
generation. Highlights include:How to target the
right audience, How to craft a compelling marketing
message, and How to use platforms like Google,
Facebook, Twitter and LinkedIn to generate leads.
Shannon Herschbach & Mike Phelps
Principals & Co-Founders, Pipeline Marketing Group
Tracy Moffat
AGM Education Team
Room W110A
Room W103
Room W102
WHAT IS THE GOLF SWING AND WHY
DO WE STRUGGLE WITH IT?
10 THINGS YOU CAN DO TO GROW YOUR
REVENUE WITH ACCESSORIES
HOW TO TURN CUSTOMERS INTO
CLIENTS AND CLIENTS INTO PARTNERS
This session will talk about terminology that gets in the
way of people learning. How the brain reacts to commands.
What is it that we are trying to relay to the student. How
much information is necessary and how do you decide when
enough is enough.
Will provide ideas on how to expand your sales
incorporating accessories, how to better sell the
accessories you already have. The session will
have immediate and very low cost action steps that
work for retailers and wholesalers.
In this session you will learn the process by which to
grow your business by taking a customer and turning
them into a partner that chooses to do business with
you over and over again. In addition, a partner will
bring additional business by becoming a raving fan that
brings friends and relatives to do business with you as
well.
Mike Malaska, PGA
2011 PGA Teacher of the Year
Golf Digest’s Top 50 Best Teachers in America
Karen Giberson
President, The Accessories Council
Tom Morton, PGA, Dir. of Player Dev., Morton Golf
Ken Morton Sr., PGA; CEO, Morton Golf
Room W110A
Room W103
Room W102
2015 PGA Merchandise Show Education Program Schedule at a Glance
THURSDAY, JANUARY 22 - PGA SHOW EDUCATION - ORANGE COUNTY CONVENTION CENTER
8:00AM-9:15AM
KEYNOTE
HOW TO HELP ELITE PLAYERS GET TO THE NEXT LEVEL
TEACHING & COACHING
TRAIN2TRUST: EXPEDITE LEARNING & STREAMLINE
PRACTICE TO PERFORM UNDER PRESSURE
INCREASE SHOP REVENUE WITH
CORPORATE BUSINESS
What we will discover is that real leaders have certain
characteristic traits that make them authentic. In other
words, they are genuine because people desire to follow
them. This is what separates authentic leaders from the
rest who happen to be in a position of leadership.
Trust is THE reason why our students fail to take their ‘range
game’ onto the course. Christopher will show you how you
can teach your students to TRAIN2TRUST.
This session will leave you with ideas to grow
your existing customer base, techniques to reach
into non-golf opportunities (weddings, corporate
meetings), product ideas, visual and sales
techniques.
Christopher Smith, PGA
Guinness World Record Holder in Speedgolf
Founder, Train2Trust™
FINANCIAL MANAGEMENT FOR
LEADERSHIP SUCCESS
INTERNAL & EXTERNAL ATTENTIONAL SWING CUES
This presentation will give attendees the analytical tools
which are required in order to understand the overall Club
operation and will give attendees key knowledge which
will demonstrate to their peers that they understand the
overall business model and what is financially important
to the success of the facility. Attendees will understand
what financial metrics are important in operating both a
private and public golf course.
Stephen Johnston, CA
Principal, Global Golf Advisors
This session will focus on the use of internal and external
swing cues and their effect on swing changes with the
amateur golfer. Discussion points will include recent research,
questionnaire summaries of elite as well as less experienced
teachers along with video examples of swing changes made
with internal and external cues.
Eric Alpenfels, PGA
Director, Pinehurst Golf Academy & Instruction
Room W110A
Room W101
TOTAL WINNING - GROW YOUR
BUSINESS AND YOURSELF
TRAINING PROGRAMS FOR NEXT LEVEL PLAYERS
Total Winning is all about what we call Motivational
behavioral change in one’s life; it helps with performance
and productivity. The presentation will be motivational
with a lot of stories from athletes and will offer specific
tools for change.
Greg Esch
President, Goals Unlimited Consultants
This seminar will focus on teaching players specifically
juniors how to train for next level performance. The take
away will be learning how to prepare weekly training plans
with sample programs to take home as well as introducing
a mental management program blended with the technical
aspects of the game. The key componment of this seminar
is introducing specific tools for tracking studebnts progress
along with preparing the student for competition.
Dana Rader, LPGA Master Professional
Founder & Owner, Dana Rader Golf School
Room W101
2:45PM - 3:45PM
Room W110B
SALES & MARKETING
GOLF MARKETING TREND WATCH
Leigha Main
AGM Education Team
PGA professionals and golf facility operators need
to have a firm grasp of evolving market trends to
optimize their chances for success in today’s fierce
battle for consumer engagement. This session
offers a research driven look at the most significant
factors impacting the golfer mindset today, and how
golf facilities can leverage them to win more share
of customer.
Jon Last
President, Sports & Leisure Research Golf
Room W103
Room W110A
Room W101
1:30PM - 2:30PM
RETAIL/MERCHANISING
BEING THE LEADER THAT PEOPLE
WANT TO FOLLOW
Cary Cavitt, PGA
Cary Cavitt Consulting
10:45AM - 11:45AM
SPEAKER: Todd Anderson, Director of Instruction, Sea Island Golf Club
As instructors we are evaluated by the results our students achieve. What are the keys to helping our players improve and get to the next level? Whether it’s a junior golfer trying to play college golf, a college golfer trying to play professional golf, or a professional golfer trying to win for the 1st time,
this program will help you develop a game plan that will help your students improve.
LEADERSHIP
9:30AM - 10:30AM
Must Be Registered To Attend Sessions
Room W102
YOUR ACCESSORIES QUESTIONS
ANSWERED
PROMOTING YOUR FACILITY PROGRAMS
TO DRIVE MEMBERSHIP SALES
In this session we will answer your accessory
questions from how to wear key items, how to buy
for a store, what items will complete a wardrobe,
what accessories are best for the guy, etc...We will
have products on hand to demonstrate and be
ready answer these and any questions attendees
might have.
Learn how to promote your facility programs by
simple and effective marketing ideas. Remember it is
those who “get the word out” that benefit the most.
If you want to be successful then the first step is to
understand how to attract customers through your
promotion of your facility programs.
Karen Giberson
President, The Accessories Council
Cary Cavitt, PGA
Cary Cavitt Consulting
Room W102
Room W103
BEST MERCHANDISING PRACTICES:
APPAREL - MENS, WOMEN’S, JUNIORS
This session will focus on men’s, ladies and junior
apparel, help you benchmark what is ‘average’ and
then plan for opportunities. Using visual ideas,
proven promotional efforts, assortment and sales
techniques from shops across North America you
will leave this session with actionable ideas on how
to grow these categories in 2015.
Leigha Main
AGM Education Team
Room W110A
MARKETING TOOLS, TRICKS AND TIPS
This session will discuss some of the strategies and
tactics that marketers use to gain an advantage
including: Marketing Automation, CRM and other
cool tools; psychological tactics that marketers
use to influence behavior; the biggest marketing
mistakes and how to avoid them.
Shannon Herschbach & Mike Phelps
Principals & Co-Founders, Pipeline Marketing Group
Room W102
Room W103
DOLLARS AND SENSE: THE FINANCIAL METRICS
EVERY GOLF PROFESSIONAL SHOULD KNOW
THE PGA CLUB PROFESSIONAL & SPORTS MEDICINE THE GOLFER’S MOST POWERFUL ASSET
ENHANCE YOUR SHOP THROUGH
VISUAL PRESENTATION
FOOD & BEVERAGE TRENDS
AND REVENUE OPPORTUNITIES
Learn the key performance measures that are important
to your owner or manager. Speak the language and
understand the major financial influences on your
business.
This session will discuss the body’s movement patterns and
the direct relationship they have on your golf swing. You will
understand why and how your movement patterns change
and how to correct them to improve your golf swing.
Learn how to effectively display merchandise
and achieve balance and outfitting through the
use of mannequins, props, fixturing and lighting.
See what’s happening at mainstream retail and
incorporate the best in your shop.
Dr. Tom LaFountain
President, Professional Sports Care &
PGA Tour Chiropractic Service Provider
Desane Blaney
Executive Director & CEO, AGM
AGM Education Team
During this session, you will discover all of the
culinary trends that keep your food & beverage
operation current, fun and bursting with revenue
opportunities. Members and guests remember and
will keep talking about positive food experiences
and it is a known factor in member retention and
overall member experience.
Henry DeLozier & Stephen Johnston
Principals, Global Golf Advisors
Lynne LaFond DeLuca
Executive Director,
Association of Club Catering Professionals
Room W110A
ON COURSE PERFORMANCE COACHING
You will learn skills to use in your teaching/coaching to
complement the golfers technique. These are skills every
golfer needs to learn to manage to function on the golf course.
Pia Nilsson & Lynn Mariott
Golf Digest’s 2012 #1 & #2 Best Women Teachers in America
Room W101
Room W110B
Room W103
Room W102
2015 PGA Merchandise Show Education Program Schedule at a Glance
FRIDAY, JANUARY 23 - PGA SHOW EDUCATION - ORANGE COUNTY CONVENTION CENTER
8:00AM - 9:15AM
KEYNOTE
ACHIEVING THE EXTRAORDINARY
Must Be Registered To Attend Sessions
SPEAKER: Dr. Paul Schempp, Research Professor & Director of Sports Instruction Research Lab, University of Georgia
After attending this program, participants will be able to:
• Identify the sources of knowledge that will lead to increased new insights and information that will promote significant increases in performance.
• Recognize the difference between important and unimportant in a situation that impact project and performance outcomes.
• Develop daily routines that efficiently and effectively accommodate everyday, mundane activities to minimize distractions and wasted time and maximize time for important tasks and decisions.
• Use the six strategies of innovatively thinking to develop new products, discover new perspectives, and develop new programs.
Room W110B
LEADERSHIP
9:30AM - 10:30AM
DEVELOPING “TALENT” IN THE WORKPLACE
This session will focus on the importance of building
bench strength in the work place and developing/
training our leaders for the future. In order to create and
achieve sustainability for our facilities in the future, we
MUST train, develop, and prepare our team to become
relevant and ready to assume greater roles in our
organizations! Attendees will take away information to
allow them to help their facilities (regardless of the type)
to remain relevant and more importantly, to achieve
and maintain sustainability in today’s ever changing
environment.
TEACHING & COACHING
RETAIL/MERCHANISING
FACING THE TRUTH - THE IMPORTANCE OF THE FACE
VENDOR ANALYSIS & SELECTION:
NARROW THE FIELD FOR MORE PROFITABILITY
BREAKING THE MOLD: THE BUSINESS
DEVELOPMENT OF EARLY YOUTH GOLF
Choosing the right vendors will allow you to have
the merchandise your customers want at the
appropriate time and at a competitive price. By
carefully analyzing and selecting vendors, sell through
and turnover will improve resulting in increased
profitability. This session will explore ways to analyze
current vendors and better choose future vendors.
Learn the importance of beginning children in golf
at a younger age, as well as ideas to help start or
enhance such programs.
Michael Breed, PGA
Director of Instruction, Michael Breed Golf Academy
2012 PGA National Teacher of the Year
Host of Golf Digest’s “The Golf Fix”
Nicole Weller, PGA/LPGA
Head Teaching Professional, The Landings Club
Tracy Moffat
AGM Education Team
David Normand, PGA
General Manager, Cole Park Golf Club
Room W110A
Room W102
Room W103
Room W101
10:45AM - 11:45AM
SALES & MARKETING
INNOVATIVE SHORT GAME TEACHING
Exploding three short game myths. Teaching golf teachers
how to set up their students for sharp strikes in chipping,
pitching and sand shots. Includes methods for PGA pros to
increase their teaching revenue.
Terry Dill, PGA
Touring Pro/PGA Legacy Teacher
Room W110A
COMPLETE COACHING 2015
STRATEGIES FOR MOVING MERCHANDISE:
A FOCUS ON MARKDOWNS
CREATE LIFELONG CUSTOMERS TODAY YOUTH PLAYER DEVELOPMENT
Has anyone ever come into your shop and asked
“what’s old?” This seminar will explore the why and
how of markdowns. Why markdowns are a necessary
part of the Golf Retail Business and how to use them
effectively to increase sales, move merchandise, and
build turnover while still maintaining profit goals.
The importance of developing a markdown strategy/
plan of action and of tracking markdowns for future
planning will also be discussed.
Learn how integrated youth programming will drive
revenue to your facility now and in the future. This
structured approach to youth player development
combines marketing, promotion, systematic
programming and retention to create a customer
from every youth consumer. By creating a pipeline
of new customers, with expanded opportunities for
incremental revenue generation across your entire
facility, you will enhance personal income and
strengthen job security.
Tracy Moffat
AGM Education Team
Bob Baldassari, PGA
Director, Youth Golf Development
PGA of America
This seminar will offer PGA members a realistic, informative
and updated perspective of what coaches are required to
do to be relevant in today’s marketplace. Topics covered will
include College Prep, Jr. Ranking Systems, and Technology
as a Sales Tool. This session is designed to make any coach
more valuable to their students.
Don Law, PGA
Director of Golf, Don Law Golf Academy
Room W110B
Room W103
Room W102