Every evaluation since GolfManager went live (Sep 2025), matched to Zoho Books purchases and checked against GolfManager. For the five coaches still with us: how many evaluations turn into a sale, and whether the people they coach come back for more.
Zoho Books, every lesson package invoiced since Sep 2023. The first rebuy is the hardest. After the fourth pack, it's slightly better than a coin flip they'll buy again.
A person only counts at a step once that purchase is at least 60 days old, so everyone counted has had time to come back. Purchases on the same day count as one.
Typical gap to the next purchase: 63 days. The rate has slipped: 42% for first packs bought in 2024, 34% in 2025 and 32% from Jan to Jul 2026.
Evaluations, Intro to Golf and 10 for 10 sessions that went ahead (not cancelled, not a no-show, not an abandoned online booking), one per person, first one only. Member re-assessments and people who already bought in the 60 days before are left out. The 30-day column only counts evaluations at least 30 days old.
How to read it: each row is the coach who ran the evaluation. Example: Harry held 147 evaluations; of the 143 that are at least 30 days old, 42 (29%) bought within 30 days: 29 joined as members and 13 bought a package.
| Coach | First eval | Evals held | Bought within 4 days | Bought within 30 days | Joined membership | Bought a package | Bought at any point | Kept as their coach | Avg first sale: membership (AED) | Avg first sale: package (AED) |
|---|---|---|---|---|---|---|---|---|---|---|
| Henry | 12 Aug 26 | 35 | 31% 11/35 | 6 of 16 | 1 | 5 | 34% 12 | 4 of 5 | 1,235 | 2,816 |
| Harry | 30 Jan 26 | 147 | 23% 33/145 | 29% 42/143 | 29 | 13 | 31% 45 | 89% | 1,202 | 1,968 |
| Stian | 18 Jan 26 | 99 | 24% 24/99 | 33% 30/90 | 17 | 13 | 35% 35 | 84% | 1,014 | 1,939 |
| Pradeep | 13 Jan 26 | 124 | 26% 32/123 | 30% 32/107 | 16 | 16 | 33% 41 | 75% | 1,336 | 2,110 |
| Richard | 25 Sep 25 | 145 | 35% 51/145 | 44% 64/144 | 49 | 15 | 47% 68 | 57% | 923 | 3,166 |
| Former coaches | — | 186 | 29% 54/186 | 39% 71/182 | 23 | 48 | 45% 83 | 66% | 1,119 | 3,069 |
| Company | 19 Sep 25 | 736 | 28% 205/733 | 36% 245/682 | 135 | 110 | 39% 284 | 71% | 1,079 | 2,667 |
"Kept as their coach" means: of the 30-day buyers who went on to have lessons, the share whose lessons were mostly with the coach who evaluated them. Former coaches are Brad, Kaamil, Ryan, Akash, Greg, Dong and Fraser. Henry's 30-day figure rests on 16 evaluations, so read it as early. "Avg first sale" is the first invoice after the evaluation, among 30-day buyers. For a membership that is usually the first month (median AED 950), not the full contract value.
Checked against GolfManager: for the 268 evaluated people we could match to a GolfManager account, Books shows 230 buying within 30 days and GolfManager shows 229 (a coaching credit bought or a first monthly member credit issued). 225 appear in both. The 9 that differ are timing or account mix-ups, not missing sales.
| Eval coach | Buyers with lessons | Same coach | Moved to |
|---|---|---|---|
| Henry | 5 | 4 of 5 | Brad 1 |
| Harry | 37 | 33 89% | Kaamil 2, Brad 1, Henry 1 |
| Stian | 25 | 21 84% | Pradeep 2, Harry 1, Henry 1 |
| Pradeep | 28 | 21 75% | Stian 7 |
| Richard | 60 | 34 57% | Harry 16, Stian 3, others 7 |
Head Coach evaluations feed other coaches' diaries by design, so a lower "same coach" share there is expected.
Every coaching pack bought in GolfManager since Sep 2025 by someone who wasn't a member at the time, once the pack is closed (every lesson used, or past its expiry date). Each pack is credited to the coach who taught most of its lessons, taken from the booking each credit was used on. "Bought again" means more coaching or a membership.
How to read it: each row is the coach who taught the pack. Example: Stian taught 39 closed packs; 15 of those players (38%) bought more coaching or joined. 27 packs had every lesson used, and 14 of those 27 players bought again.
| Lesson coach | Closed packs | Bought again | First pack → again | Repeat pack → again | Became a member | Used every lesson | Again if every lesson used | Again if lessons expired | Avg pack (AED, approx.) |
|---|---|---|---|---|---|---|---|---|---|
| Henry | 0 | Too new: started in August, so none of his 12 packs has closed yet | |||||||
| Harry | 16 | 3 of 16 | 2 of 13 | 1 of 3 | 0 | 10 of 16 | 2 of 10 | 1 of 6 | 2,200 |
| Stian | 39 | 38% 15 | 27% of 26 | 8 of 13 | 5% | 69% 27 | 52% 14 of 27 | 1 of 12 | 2,580 |
| Pradeep | 26 | 27% 7 | 5 of 19 | 2 of 7 | 0 | 54% 14 | 4 of 14 | 3 of 12 | 2,280 |
| Richard | 30 | 37% 11 | 38% of 26 | 1 of 4 | 20% | 30% 9 | 3 of 9 | 38% 8 of 21 | 3,500 |
| Former coaches | 210 | 33% 70 | 32% | 41% | 10% | 70% | 41% | 14% | 3,090 |
| Company | 332 | 33% 110 | 31% of 263 | 41% of 69 | 9% | 62% 207 | 41% 84 of 207 | 21% 26 of 125 | 2,930 |
Former coaches include 61 packs whose coach's GolfManager resource has since been removed (Sep 2025 to Apr 2026), so no booking is left to name the coach. The company row also includes 11 packs that were never started, so have no coach. Harry has few packs because most of his buyers go straight to a membership. Packs still running are left out: Henry 12, Pradeep 23, Stian 11, Richard 4, Harry 3. "Avg pack" is the per-lesson price paid on the pack's bookings times the pack size, so it is approximate. Single lessons are not in this table.
10 to 15 people per coach, so these are signals to talk through, not scores.
Players who use every lesson are about twice as likely to buy again. The gap is clear for beginner packs (43% vs 20%) and smaller for regular packs (35% vs 22%). Rebuys typically land about two months after the previous pack (median 58 days).
The same 332 closed packs as above, split by the product name. Beginner = Beginner Golf Lessons, Learn to Swing and Learn to Play. Regular = Golf Coaching Lessons and Head Coach packs. The coach who sells the pack makes that call.
Bought again if every lesson used 43%, if lessons expired 20%.
Bought again if every lesson used 35%, if lessons expired 22%.
| Lesson coach | Beginner packs | Beginner: bought again | Beginner: used every lesson | Regular packs | Regular: bought again | Regular: used every lesson |
|---|---|---|---|---|---|---|
| Henry | Too new: started in August | |||||
| Harry | 14 | 2 of 14 | 10 of 14 | 2 | 1 of 2 | 0 of 2 |
| Stian | 33 | 42% 14 | 73% 24 | 6 | 1 of 6 | 3 of 6 |
| Pradeep | 20 | 30% 6 | 60% 12 | 6 | 1 of 6 | 2 of 6 |
| Richard | 7 | 2 of 7 | 2 of 7 | 23 | 39% 9 | 30% 7 |
| Company | 209 | 36% 75 | 69% 144 | 123 | 28% 35 | 51% 63 |
Beginner-pack players come back a little more often than regular-pack players (36% vs 28%) and use more of their packs (69% vs 51% fully used). Regular-pack players are a little more likely to move to a membership (11% vs 8%). Each coach teaches a different mix: Stian, Pradeep and Harry mostly teach beginner packs, Richard mostly regular packs. So compare coaches within a pack type, not across. Most per-coach cells are under 20 packs.
The salesperson on each Zoho Books invoice since Sep 2025, plus the salesperson on new membership subscriptions in Zoho Billing. The team closes most memberships. Coaches close most of their own packages.
| Salesperson | Eval buyers closed (30 days) | New memberships | First packages | Repeat packages | Their package buyers who bought again |
|---|---|---|---|---|---|
| Benjamin Anang | 46 | 68 | 32 | 15 | 30% of 20 |
| Cathy Alcantara | 27 | 88 | 19 | 19 | 40% of 20 |
| Akash Thangadore | 13 | 71 | 18 | 9 | 29% of 24 |
| Amith Ashan | 21 | 29 | 17 | 10 | 3 of 11 |
| Chamudi Anthony | 15 | 41 | 12 | 2 | 0 of 7 |
| Rose | 4 | 5 | 9 | 1 | — |
| Richard Dunsby | 39 | 58 | 16 | 5 | 5 of 11 |
| Stian | 12 | 6 | 18 | 9 | 7 of 15 |
| Pradeep | 9 | 12 | 5 | 7 | 3 of 9 |
| Harry | 2 | 3 | 2 | 2 | 1 of 3 |
| Brad (former) | 22 | 0 | 31 | 31 | 31% of 58 |
| Not recorded | 49 | 145 | 214 | 181 | 35% of 316 |
The salesperson field is blank on every package invoice from Sep to Nov 2025, and on a third (33%) since December. The Member Success owner is set for only 34 of the 525 packages in the last column, so their rebuy rate can't be measured yet. The last column only counts packages that are 60+ days old and bought by non-members.
Conversion varies by coach and by what gets sold. 30-day conversion runs from 29% to 44% across the team, and coaches whose buyers mostly join a membership show higher numbers. Comparing how each coach runs the evaluation and the close, as a team, is the cheapest way to find what works and share it. Moving the 30% group to 40% would mean around 4 more sales a month at current volume.
Make the last lesson of a pack the rebuy conversation. Players who use every lesson buy again twice as often (41% vs 21%). 62% of packs get finished. A weekly slot booked at the point of sale, a check-in after lesson 2 and an offer at the last lesson are the moves, as the Credit Use and Rebuy study shows.
Beginners come back, but rarely as members. 36% of beginner-pack players buy again, against 28% for regular packs, yet only 8% become members. The beginner ladder is where a membership step is missing.
Many per-coach groups are still small. Henry started in August and none of his packs has closed. Most of Harry's buyers go to memberships, so his package sample is small. Read single-coach cells under 20 as prompts for a conversation.
Fix the salesperson and Member Success fields. A third of package invoices since December have no salesperson, and more than nine in ten package buyers have no Member Success owner. Make both required at the point of sale.
GolfManager (swingfit tenant): 6,196 coaching and evaluation bookings on coach resources, Sep 2025 onward, from a full re-pull on 1 Oct 2026 (cancelled bookings and 326 abandoned online "draft" bookings left out). The coach comes from the booking's resource (for example "Member Coach Harry (SC)"). Every GolfManager credit transaction (15,318 on 5,655 vouchers) for pack use, with the same audited ledger as the Credit Use and Rebuy page. Zoho CRM Bookings (via Analytics) fills in 1,012 bookings for coaches whose GolfManager resources have since been removed (Kaamil, Ryan, Greg and others). Zoho Books (via Analytics Sync, both orgs, Sep 2023 to 30 Sep 2026), with void and draft invoices left out. Zoho Billing subscriptions for the membership salesperson. Staff and test accounts are left out everywhere. Pulled 1 Oct 2026.
Evaluation: Golf Swing Evaluation, Intro to Golf, 10 for 10 or Long Game evaluation bookings that weren't cancelled, marked no-show, or left as a draft. Member Evaluations are left out. The first evaluation per person counts. Conversion: a lesson package or membership invoice in Books dated from the evaluation day to 4 (or 30) days after. People are matched by email, or by name when the email differs. Member or not: a player counts as a member while they hold a valid GolfManager monthly member credit (from issue to its expiry date). Before 9 Dec 2025, and for practice-only memberships, a Books membership invoice counts for 31 days. Pack use (Step 2): each lesson is counted on the pack GolfManager actually charged, in charge order, with returned credits netted off and reversed purchases removed. 26 lessons booked as "Not paid" on 14 packs were checked by hand in GolfManager, confirmed as taught, and counted as used. Beginner vs regular: by product name. Bought again: more coaching (pack or single lesson) or a membership; practice-only purchases don't count here.
The first version measured pack use by counting lesson bookings between one Books purchase and the next, and decided member status from Books invoices only. That undercounted pack use (48% fully used instead of 62%) and blurred the link between finishing a pack and buying again (35% vs 28%, now 41% vs 21%). Step 2 is now built from GolfManager credits, the same way as the Credit Use and Rebuy page, so the two pages agree. Abandoned online draft bookings and staff accounts are now left out, and the Books ladder only counts purchases at least 60 days old. The evaluation numbers barely moved, and GolfManager confirms them (225 of 230 conversions match).
The August review of the 26 Jul to 24 Aug cohort recorded 47.7% conversion. On this method, the same window gives 31% (22 of 71 people), and GolfManager agrees (22). Six people from that window who show no purchase were checked in GolfManager: each holds only the evaluation credit, with no lesson pack and no lesson booked. So the August figure most likely used a broader definition of "converted". Use one definition going forward. This report uses Books purchases.
A purchase made under a different email and name won't match, so conversions may be slightly understated. Coach comparisons on fewer than about 20 people are directional. Packs still running are left out, so recent months are thin. CRM statuses for removed coaches may lag GolfManager cancellations. 43 lessons were paid directly at booking rather than with a credit and are not counted as packs. Correlation is not cause: a coach's numbers also reflect the players they're given.