Brian Sweeney, head PGA professional at Corrstown Golf Club in Ireland, discusses how he has used technology to grow his business and offer more to his customersin recent years.
The golf industry is constantly evolving. How has your business adapted to recent changes and challenges in the market?
The golf landscape has shifted significantly in recent years, particularly post-Covid, with increased participation and changing consumer expectations. At Corrstown, we’ve embraced a more customer-focused approach – streamlining communication, upgrading our retail space and integrating technology such as online booking, custom fitting software and launch monitor services to enhance the overall experience for members and visitors alike. We’ve also diversified our coaching offerings to cater to a wider range of golfers, from complete beginners to elite players.
When did you become a TGI Golf partner, and what made you decide it was the right fit for your business?
I joined the TGI Golf Partnership in 2022, and it was an easy decision. The support network, supplier access and retail tools they provide were exactly what I needed to take the business side of my role to the next level. Being part of a partnership that understands the needs of PGA professionals and offers both commercial and personal development support made it the right fit for Corrstown and for me professionally.
How has being part of the TGI Golf Partnership benefited you as an independent retailer and PGA professional?
TGI has been instrumental in helping me grow the retail side of the business. Their marketing tools, business insights and access to key suppliers allow me to stay competitive and run a more efficient and professional operation. One of the biggest advantages is the shared knowledge across the network – it’s like being part of a community where everyone is working towards similar goals and happy to support each other.
The support from my TGI retail consultant, Peter Smyth, has also been a huge benefit. He’s always on hand to offer practical advice, challenge my thinking and provide valuable insights that help me make better business decisions. Having that kind of guidance and expertise available is a major asset and has played a big part in helping me develop the business at Corrstown.
The role of a club professional often requires wearing many hats. How do you manage your time and responsibilities on a typical day?
Time management is absolutely key in this role. Each day involves a blend of coaching, managing the retail operation, mentoring staff and working closely with club management to ensure everything runs smoothly. I plan my day in advance and delegate responsibilities effectively, so even when I’m out on the range or course, the pro shop continues to operate efficiently.
In addition to daily planning, I meet with the team each month to review performance and align on priorities. We also plan at least two months ahead for upcoming key events – whether that’s club competitions, member days or major retail campaigns – so we’re always ahead of the curve.
This allows us to create in-shop promotions or events that tie in with the wider club calendar, keeping things fresh and relevant for our members and visitors. Being proactive, organised and maintaining open communication across all areas is what helps the operation run smoothly.
With the constant influx of new products and technology in the golf market, how do you manage your stock to meet the needs of your members and visitors effectively?
I take a data-driven approach, using insights from previous years’ sales and current trends to tailor stock levels. Member feedback is invaluable, and I always ensure we have the right balance between core product lines and exciting new releases.
Being part of TGI also means I benefit from group buying power and supplier support, which helps with stock management and maintaining healthy margins.
Junior golf is vital for the future of the game. What initiatives are you running to support and introduce young players to the sport?
We run a structured junior coaching programme across the year, including term-based classes, holiday camps and a summer skills programme. Our focus is on fun, inclusivity and skill development, and we work closely with the club to create pathways from junior coaching into membership and team golf. Seeing juniors progress through the ranks is one of the most rewarding aspects of the job.
Are you actively working to attract more women to the game of golf? If so, what steps are you taking to make the game more accessible and appealing?
Yes, growing the women’s section is a key priority. We offer dedicated beginner programmes for women – relaxed group sessions with a strong social aspect, which help remove the intimidation factor often associated with starting golf. We also work with the club to create flexible memberships and host women-only events and taster sessions to encourage more participation.
Do you offer any beginner-friendly programmes, such as academy memberships, to help ease new players into the game?
While we don’t currently offer academy-style memberships, I work closely with the club to support new and beginner members through tailored lesson packages. These packages are designed to help new golfers build confidence, understand the basics of the game and feel more comfortable on the course. It’s a great way to help integrate them into the club environment and provide the support they need in those crucial early stages. The goal is always to make golf accessible and enjoyable, and to give beginners a clear pathway into regular play and long-term membership.
With increasing competition and advances in technology, many PGA professionals are offering added-value services. What unique offerings or innovations have you introduced to stay ahead?
We’ve made a strong commitment to offering added value through both technology and service. Our custom-fitting service is powered by launch monitor technology, giving golfers precise, personalised results. We also run regular fitting days with top brands to give members and visitors access to the latest equipment and expert advice.
To further enhance the experience, we offer free gapping sessions to anyone who purchases a custom-fit set – it’s an important step in ensuring they get the most out of their investment and performance on the course.
On the coaching side, our programmes are tailored to individual needs, with digital lesson reviews and goal tracking to keep players engaged and improving. We also maintain a strong connection with our members through social media, newsletters and in-shop events, making sure we’re not just selling products, but building relationships and delivering real value.
What year did you turn professional, and what have been the highlights of your career so far – both in playing achievements and your roles within the golf industry?
I turned professional in 2015, and over the course of my career I’ve been fortunate to experience a number of highlights across both the playing and business sides of the industry.
At my previous club, I led the development of a brand-new pro shop, creating a modern, functional retail space that elevated the service offering for members and guests.
Since joining the TGI Golf Partnership, I was honoured to be nominated for New Partner of the Year in my first year, which was a great acknowledgment of the growth we achieved.
One of the most memorable experiences was being invited to The Open Championship as part of the adidas head team. Combined with playing in national PGA events, coaching at a variety of levels, and continuing to build a strong and progressive programme at Corrstown, it’s been a fulfilling journey so far.
