Clubs such as Carbrook are finding new ways to make membership matter.
If he is being totally honest, PGA professional Angus Porter [above] admits that some of the social-media content produced by him and his team at Carbrook Golf Club is done for their own amusement.
Given the rain that has plagued South-East Queensland for the first five months of the year, Porter put new PGA associate James Murphy in front of the camera to review the Carbrook Golf Club-embossed golf towel. While that video may have been tongue-in-cheek, it served to not only introduce the newest member of the pro shop team but connect with members when they were stuck at home, unable to get on the golf course.
“We thought it was a good way to introduce James to the members in a more humorous way rather than say, ‘Hi, I’m James. I’m new,’” says Porter, Carbrook Golf Club’s director of golf and the 2024 Queensland PGA Club Professional of the Year.
“We’ve got some upcoming videos with the different pros playing with the members that also highlights everyone’s personality. It just helps build that relationship between our staff and the members.”
But it’s not just about the ‘likes’. A 25-second video showing senior professional Tony Di Tommaso changing a grip generated 1.3 million views, highlighting expertise in what the Carbrook staff found was a topic keenly debated among golf-equipment fanatics.
Instructional videos showing how the resident PGA professionals play holes at Carbrook have translated to more lessons on the practice range. Reviews of equipment – beyond that of the humble golf towel – are encouraging members to get their clubs fitted or to purchase new sets.
“It certainly opens the door to more lessons, more fittings,” Porter adds. “I’m a Srixon ambassador and did a review of the new Srixon irons. I think I sold nine sets of irons off the back of that one video. The members trust my opinion and know that I play Srixon. They were coming up to me saying, ‘I saw your video, I’d love to get fitted or give them a go.’
“It’s amazing the power that we have by promoting a product and the instructional videos certainly translate to the lesson tee as well.”
Beyond the practical information being offered through videos posted to YouTube, Facebook and Instagram, the quality of the content is building a deeper sense of pride within the Carbrook membership. Formerly regarded as a club where access was more a feature than the quality of the course, Porter and his team are hearing first-hand that their videos are helping turn that perception around.
“The members really enjoy any videos done on the golf course that highlights how good the place is,” Porter says. “That’s something we’ve done really well over the past few years, changing that perception around who the club appeals to.
“It’s now one of the best places around and it’s not really that hidden gem anymore. It’s well known to be a really good quality golf course.”
And while it may be outside the normal remit for a PGA professional, Porter is adamant that content for social media is a tool available to anyone with a smartphone and a microphone.
“We look at some of our old videos and are like, What were we thinking?” Porter admits. “But over the years you get better, you refine things and it’s not hard to learn along the way. It’s really quite an easy practice to get into if you’re willing to give it a go.”
In all elements of the sport, PGA professionals are acknowledged as the experts in golf. To find a professional to help your golf, visit pga.org.au/find-a-pga-pro
