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Taylor Ramiz interviews Charles Beurmann, Director of Golf at the Cullasaja Club, about his career path through private clubs and his focus on merchandising. Beurmann describes how club retail has evolved toward dedicated merchandisers as shopping habits changed, and emphasizes relationship-based selling and knowing member demographics, tastes, and sizes. He shares tactics including member surveys and ongoing feedback, buying mostly proven sellers with limited risk, training staff through wearing and learning product, and using employees as “mannequins.” He outlines visual merchandising tips (themes, props, crisp folding, hiding tags), rotating displays by shop zones every 1–2 weeks, reacting quickly to slow movers, leveraging tournaments/tee gifts and member-only items to introduce brands, and managing seasonal inventory and deliveries.

Show Notes:
00:00 Welcome and Guest Intro

00:26 Career Journey in Golf

02:39 Why Merchandising Matters

03:59 Rise of the Merchandiser Role

08:55 Mentors and Buying Lessons

10:56 Shop Differences by Market

12:44 Selling Through Inventory

14:59 Member Feedback and Surveys

21:43 Staff as Walking Mannequins

24:49 Training the Retail Team

30:15 Visual Merchandising Displays

33:07 Seasonal Theme Displays

34:08 Sell the Why

35:30 Staff Engagement Tips

37:30 Rotate Zones Weekly

41:47 Fix Slow Sellers Fast

43:17 Events and Tee Gifts

49:14 Member Only Promotions

52:32 Seasonal Closeout Plan

55:23 Know Your Buyers

59:18 Stock Fill Repeat

01:00:32 Final Advice and Wrap

GBN is the leading private network for today's most successful PGA Professionals. Exclusive events at premier facilities, vendor partnerships to grow your business, education to increase your knowledge, and access to the top Professionals in the industry are just some of what membership in Golf Business Network will get you. Go to www.golfbusinessnetwork.com to find out more and become a member.

Live from the PGA Show, Spencer Clouatre interviews PGA professional Hill Herrick, longtime director of golf at The Greenbrier, about his career path and decades-long tenure there, plus his lifelong passion for playing French horn. Herrick contrasts the old, travel-heavy PGA training and pre-computer operations with today’s technology-driven education, instruction, tournaments, and booming retail. They also discuss The Greenbrier’s history, its Cold War congressional bunker, and relationships with figures like Sam Snead and Tom Watson. Herrick highlights challenges including declining service, high turnover, and whether simulators and entertainment golf will pull players away from outdoor golf, urging professionals to keep the human element, keep learning, and take accountability.

00:00 Live at PGA Show

01:09 Music and French Horn

03:01 Life at Greenbrier

04:07 Golf Beginnings

06:44 PGA Membership Path

08:19 Pre Internet Golf Ops

10:10 Mentors and Early Jobs

10:49 Work Ethic Roots

12:03 Why Stay at Greenbrier

15:08 Greenbrier History

19:02 Cold War Bunker Story

23:56 Golf Industry Changes

26:34 Ryder Cup Evolution

29:12 Next Gen Golf Pros

34:03 Trends and Tech Ahead

35:20 PGA Show Growth

35:34 Cart Tech Upgrades

35:52 Associations And Education

37:21 Tech Versus Service

39:33 Turnover And Burnout

41:31 Service Standards Culture

44:23 Simulators Threat Or Gateway

46:09 Too Much Lesson Data

54:02 Advice For New Pros

01:00:37 Mission Standards And Training

01:03:43 Human Element Finale

GBN is the leading private network for today's most successful PGA Professionals. Exclusive events at premier facilities, vendor partnerships to grow your business, education to increase your knowledge, and access to the top Professionals in the industry are just some of what membership in Golf Business Network will get you. Go to www.golfbusinessnetwork.com to find out more and become a member.

In this episode of the GBN University Podcast, host Spencer Clouatre interviews Alex Hoyos, the head golf professional at Essex County Club. Alex shares his unconventional path from being a music major at Florida Atlantic University to becoming a respected figure in the golf industry. He discusses the importance of mentorship, the value of networking, and the lessons learned from his experiences at top clubs like Trump International Golf Club, Deepdale, and East Hampton. Alex also delves into how he balances personal and professional life, highlighting the support from his wife Haley, and provides valuable advice for aspiring golf professionals.

Show Notes:

00:00 Introduction and Guest Welcome

00:50 Alex's Early Career and Achievements

02:48 Alex's Background and Passion for Golf

04:15 Transition from Baseball to Golf

06:25 Musical Influence on Golf

09:07 Mentorship and Career Growth

15:59 Networking and Creating Opportunities

27:45 The Importance of Trust and Performance

29:04 Navigating Career Opportunities and Transitions

31:24 Choosing the Northeast: A Personal and Professional Journey

33:08 Meeting Haley: A Life-Changing Encounter

38:12 Building a Strong Team Culture

49:33 Advice for the Next Generation of Professionals

49:59 The Power of Networking and Mentorship

56:00 Final Thoughts and Gratitude

GBN is the leading private network for today's most successful PGA Professionals. Exclusive events at premier facilities, vendor partnerships to grow your business, education to increase your knowledge, and access to the top Professionals in the industry are just some of what membership in Golf Business Network will get you. Go to www.golfbusinessnetwork.com to find out more and become a member.