The Product

The Five Journeys

One pathway, five levels. A golfer enters at the level that matches their game. Each has a clear exit standard — that's what we sell the route to.

LevelWho it's forWhat we buildExit standard
Zero to GolferNew to golfSetup & full swing, short-game basics, how the game is playedFirst 9-hole round with routine & basics in place
Break 100Scoring 100+Approach play, one reliable around-green shot, lag putting, course managementThree rounds 99 or better (sim sub-84)
Break 90Scoring in the 90sPersonal wedge chart, putting distance control, on-course decision frameworkThree rounds 89 or better (sim sub-78)
Break 80Scoring in the 80sPrecision approach play, scoring-zone mastery, competition-ready gameThree rounds under 80 (sim sub-72) + Combine ≥ 70
Break ParSingle figures to scratchEverything measured — approach quality every band, dead zone closed, decisions under pressureHandicap ≤ 1.0, Combine ≥ 79, rounds at/under course rating

Sim translation: conservative — sim figures in brackets alongside real scores (harder sim environment). Five domains assessed at eval: ball striking · short game · putting · course management · physical/fitness. Timelines are honest estimates, adjusted to the player. No outcome is ever guaranteed.

The Sell

"What's your Open?" — surface the goal first

We sell the goal, not the lessons. Open the evaluation by finding their real target, then frame everything as the route to it.

1 · Open with the metaphor (one line)"Every golfer's got an 'Open' — one goal that'd make all this worth it. For about £100 and a low enough handicap, anyone can sign up to qualify for the real Open. Most people's goal is smaller than that. What's yours?"
2 · Blank look or "just get better" → pivot"If we sat here a year from now and you were thrilled you joined — what would've happened? What did you shoot, what did you play in, who'd you beat?"
3 · Make it concrete and dated"get better" → "break 90 by my Dubai trip in October" · "be more consistent" → "play Captain's Day in March without a blow-up hole"
The rule: don't move into the evaluation until the goal has a number and a date. That's what makes the join sell itself — you're pitching their October round, not a lesson package.
Pricing Cheat-Sheet

Prices at a glance

Memberships (12-mo, billed monthly)

T1 — Unlimited Practice & Play697
T3 — PGA Coach (1/2/3/4 lessons)997 / 1,297 / 1,497 / 1,697
T4 — Senior PGA (1/2/3/4 lessons)1,247 / 1,697 / 1,897 / 2,097
SwingFIT One (application-only)5,997

Ladder: first lesson +300 PGA / +550 Senior over 697 base; each extra +200. Monthly (no lock-in) = +200/mo at each lesson count.

Pay As You Go (key packs)

Single lesson699
Coaching 4 / 8 / 122,297 / 4,397 / 5,997
Practice / TrackMan 4 / 8 / 12797 / 1,397 / 1,999
Golf Fitness 4 / 8 / 121,797 / 3,397 / 4,797

All AED, incl. VAT. Add-on lessons (members): 350 PGA / 550 Senior, packs of 4/8/12.

Sell rule: default to PAYG unless the golfer signals 2+ months — only then offer monthly membership. Evaluation: 99 AED, free when they join on the same visit.
Brand Guardrail

What we never say

"transform your game""unlock your potential"any speed promiseany outcome guaranteetips / tricks / ha