Adding a dedicated space for golf performance should be on every club’s to-do list, says Matt Kilgariff, Director of Player Development for The Bridges at Rancho Santa Fe (Calif.). “Your investment will lead to benefits throughout the club, from F&B to the pro shop—your members will spend more time and money,” he says.

A club that does not have a performance center is a club that is falling behind the times. The goal of every club should be to provide the best experience possible for their members and guests. A performance center allows a professional to have a space to give the ultimate golf lesson.

Depending on budget, the performance center will provide a space to house all the latest technology. As we say in our business, “why guess when you can measure?” The technology, whether it be 2D video, launch monitors, Force plates or 3D capture systems, allows for the professional to give immediate feedback to their students. This will also allow for the students to get factual numbers to track their progress.

The design of a performance center will be based on location and budget. Every PC should be geared to your membership’s wants and needs. What I think needs to be included in every PC is 2D video and some form a fitness equipment (could be just one piece of apparatus). The fitness component in golf changed when Tiger Woods came along and now it is changing again with Bryson Dechambeau.

When creating your center, you must take a holistic approach—not only for your elite golfer but more importantly your aging golfers. Keeping your members healthy and playing better will get them out to the club more, which means spending more money.

When trying to attract new members, you must think of what will separate you from the club down the street. Therefore, you must know your audience and who you are trying to attract. Do you want a social scene and the place to hang out or do you want elite performance? When you answer this question, you will know what type of PC to build and what you will want in it. Social scenes will need a bar, TV’s and maybe simulation golf. Elite performers will want all the technology you can afford and a state-of-the-art fitness area.

As a good friend told me, “the country club business is an arms race … who is bringing the most to the table?” That is how you will attract new members and retain them.

If you build a state-of-the-art performance center, you will be able to attract a top-level teacher. This teacher will be able to build out programming for all demographics of the club. These programs should include private instruction, beginner clinics, men’s clinics, women’s clinics, and junior clinics. As the programming gets up and running it will promote a very active membership. The junior programs will allow for the parents to spend more time at the club doing what they want to do. All this will happen with your performance center being the central hub of activity.

In Summary, your performance center should be the focal point of better golf at the club. Your investment will lead to benefits throughout the club, from F&B to the pro shop—your members will spend more time and money. It will be the performance center’s responsibility to ensure all members have not only the proper technique when it comes to playing this great game, but they better have the proper equipment and physical ability to play for a long time.

Do not wait, build it now if you have been thinking about it. Members will love it, even if they are hesitant at first.

Matt Kilgariff, PGA, is the Director of Player Development at The Bridges at Rancho Santa Fe (Calif.). He spent 16 Years working for the Harmon Family—13 of those working directly with Butch Harmon. Prior to joining The Bridges, Kilgariff was Director of player Development at The Olympic Club (2013-2019).