Page 26 - GBC ENG fall 2021

James Cronk
James is a frequent contributor to Golf Business Canada magazine and one of the highest rated speakers at our annual Golf Business Canada Conference & Trade Show. He and his partner Scott Masse operate Golf Industry Guru, an on-line training platform for owners, managers and front-line employees. To learn more visit www.golfindustryguru.com.
Our tee sheet has never been busier! Our memberships are sold out! Our retail sales are through the roof! We are killing it! Okay... great...but are we making more money? Are we gaining loyal customers for the future? Are we making the most of this golden opportunity? Uhmm... I think so??
Management Guru, Peter Drucker, said it best, “You can’t manage what you can’t measure!”, and today more than ever, we need to ‘measure’ our business in new ways to ensure we can ‘manage’ our business as best as possible in this new normal.
WHY WE NEED TO MEASURE
Testing and measuring are the most important elements you can use to improve any business. Gut instinct might work when choosing a new bartender, but it should not be used when deciding if you should raise your prices
by 25% or eliminate the senior’s membership category. When determining where we want our business to go, we first need to identify where we are.
I often say that being in the golf and entertainment business ‘is’ more complicated than rocket science. There are so many facets to what we do and what we provide: dining, special events, sport, exercise, competition and, of course, social interaction. Therefore, how we measure what we do is a critical tool that is
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