The head professional at Aberdour Golf Club, Michael Kanev, talks about how he manages his business and how he benefits from being a TGI partner.
The landscape of the golf industry is always evolving, how has your business adapted to change in recent years?
It’s a bit of a battle with so much competition out there, especially online. Price matching is always a challenge, but we can price match 95 percent of the time and hopefully members know that. We do try to relay that message. Also, adding things like the XPOS Caddie app has been useful so members can browse shop products at home. I am actively trying to start coaching more online as it branches out my lessons but also means I can coach all year round. I now have clients in the USA, Canada, Dubai, Dominican Republic, Norway and Australia.
When did you join the TGI Golf Partnership and what made you decide it was the right fit for your business?
I joined in 2018 when I got my first head pro role. My head pro when I was an assistant worked with TGI and I always enjoyed the way they worked. I love the fact we have a dedicated retail consultant to help us. But mainly the family feel of the group – the TGI family!
How has becoming a TGI partner been of benefit to you as an independent retailer and PGA professional?
TGI helps partners with better terms by working closely with the suppliers. Their Marketing Hub is great as we can create bespoke on-brand merchandising material and price tickets for customer ease. I have also made many new friends through the group which is fantastic to have across the UK!
The day of a club professional can see you wear many hats, how do you manage your day?
Time management is a massive thing for sure. I have started planning things and adding them into my coaching diary to give me a focus time of day – things like content creation, as I am growing my golf coaching YouTube channel, replying to shop emails daily, accountancy tasks including Scottish Golf vouchers’ invoices. All these things take time and so I treat them like lessons or fittings and book them in the diary!
There is a constant flow of new golf products – how do you manage your stock to serve the needs of your members and visitors?
Keeping stock tight (small) especially as my shop is small. But even with bigger shops, you can get better terms, staff discounts, free products if you commit more to less brands. It’s easy to try and please everyone but I have learned we can’t do that. Another reason I love working with TGI is we have a Facebook group where all partners can swap or ask other pro shops for certain products / brand items we may not have.
What are you doing to support junior golf and introduce kids to the sport?
My assistant Jack Stewart and I have been working very hard for a few years to grow junior participation. We have had large junior sections at my previous club and at Aberdour now (around 100 juniors) so that has helped. But you need to sustain that and nurture them to enjoy and continue loving the game for years to come. We also spent many hours at local schools in Edinburgh where we introduced golf to primary 3 and 4 age groups. That was great fun and a good way to stay active with indoor coaching in the winter too; teaching kids in a gym hall or similar.
Are you actively trying to attract more women to golf?
Yes, I have worked with dozens of women over the last five to six years and have really enjoyed that camaraderie. I find women love buddying up and practicing in groups too in between lessons. So it’s a great way to socialise and golf clubs actively encourage ladies to join and take up golf, so I would ask any lady interested to actively contact their local course and ask their friends too!
Do you have any programmes in place such as academy membership to make it easier to introduce beginners to the game?
At Aberdour we have an excellent beginners’ membership that has been extremely popular. We get regular new clients that way and they then also get to play six rounds as well as six lessons with the pro. After this, they have an option to join as a full member and get their membership at a discounted rate for the first year.
A lot of PGA pros are having to be a step ahead of their competitors in their offerings and technology – what additional added value services do you provide?
My online coaching diary has massively helped me save time. It also saves customers messaging me back and forth to organise a time that suits. Things like a launch monitor, although costly, has helped ramp up custom fitting sales and club gapping is starting to grow too. Wedge fittings are something I plan to do more of, as well as ball fittings.
What year did you turn professional and what have been your career highlights, both playing and employment?
I turned professional in 2010 and started my PGA training in 2012 in London. My biggest playing achievements have been winning the Bulgarian Amateur and then representing Bulgaria at the Eisenhower Trophy in South Africa in 2006, alongside the likes of Rory McIlroy.
