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BACKGROUND

The pioneers of pro shop operations. Contrary to its historical significance and proud traditions, Gullane Golf Club is no stranger to making positive, innovative decisions to improve its operation. This was demonstrated when Head PGA Professional, Alasdair Good, became one of the UK’s earliest adopters of Golf Genius’ retail management solution, Golf Genius Golf Shop, to improve the club’s retail operation across its two sites and nine staff members.

Russell McIntyre Retail Manager, Gullane Golf Club

Automated Communications Send personalised updates to customers across every stage of the order process, via text and email. Demo Club Tracking Check-in and check-out demo clubs instantly with mobile barcode scanning. All activity instantly populated on Golf Shop dashboards.

Alasdair Good Head PGA Professional, Gullane Golf Club

Two Sites, One Platform Golf Genius Golf Shop provides Gullane with the capacity to track & manage retail activity across two sites.

Virtual & On-Site Support Golf Genius’ team of dedicated PGA Professionals provide Golf Shop customers with world-class support and expertise.

Mobile App Allowing Gullane’s Pro Shop staff to input orders and track retail activity from any location at any given time.

Gullane hits the switch on proactive retail processes. Utilising Golf Genius Golf Shop, Pro Shop staff have implemented a range of new practices to create a proactive operation that is more efficient and effective. From demo clubs to special orders, repairs and regrips to rental sets, staff can now track and manage every service funnelled through the Pro Shop and provide golfers with automatic updates throughout their customer journey at Gullane Golf Club.

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Golf Genius Golf Shop has allowed us to be proactive rather than reactive. Instead of waiting for a member to come in and ask about their order weeks later, we now have an easy system to track and notify them at every stage of the process. Russell McIntyre Retail Manager

QUESTION AND ANSWER

A technology platform that lifts Gullane’s entire retail operation. 1. WHY DID YOU CHOOSE GOLF GENIUS GOLF SHOP? Our mission is to ensure that everyone who comes here receives a premium experience. We want people to leave not only satisfied but confident that they received exceptional service and value. We were early adopters of Golf Genius Golf Shop as we were always looking for innovative ways to evolve our business. From the beginning, it was clear that the product was a perfect fit for what we were aiming to achieve. Since implementing the software, we have saved significant time and effort, making our operations more efficient and credible. 2. HOW DOES IT BENEFIT YOUR PRO SHOP? Golf Genius Golf Shop allows us to effectively manage critical aspects of the business, such as tracking the usage of demo clubs, managing repairs, processing special orders, and communicating with members. For example, tracking demo clubs has become much more streamlined, preventing members from keeping equipment longer than necessary and ensuring better inventory control. The software has also enabled us to move away from outdated methods, such as relying on paper books for communication. With ten staff members in the business, modernising our processes has been essential—not only to save time but also to reduce waste. This shift allows me to spend more time front-of-house, engaging with members and focusing on what matters most. 3. HOW DOES GOLF GENIUS SUPPORT YOU? The support from Golf Genius has been fantastic. Jenny, our main point of contact, is always available to answer questions or raise feature requests to the development team. For instance, when we suggested improvements for managing our rental items, they implemented those changes within a few months. Now we can book rental items in advance, specify time periods, and check availability. 4. WOULD YOU RECOMMENT IT TO OTHERS? I’d recommend it to any pro shop or retail operation. The efficiencies it creates— whether through time savings, improved communication, or better management —are invaluable. For anyone drowning in paperwork or struggling with outdated systems, it’s a game-changer. Simply put, I couldn’t imagine running our business without it.

Golf Shop dashboards

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Well, there’s lots of things I’d like to be doing here at Gullane and more paperwork isn’t one of them. I love the fact Golf Genius Golf Shop allows me to be more efficient and front of house, speaking to members and customers. Alasdair Good Head Professional