This issue of BoardRoom magazine is spotlighting award winners, and the PGA of America has just announced its 2026 national award recipients.
These honors recognize excellence across the profession, from Merchandisers of the Year, Player Development award winners in both the overall space and all important junior golf space, The Bill Strausbaugh Award that recognizes professionals who are key to advancing employment of other professionals, Teacher of the year, Executive of the year and a quick shout out to Brian Crowell, PGA, the 2026 PGA of America Golf Professional of the Year, President/GM of Bally’s Golf Links in the Metropolitan section of the PGA in New York.
This also feels like the perfect time to reflect on why recognizing your golf professional and team at every level matters.
Whether they are shaving strokes off your members’ handicaps or trying to keep the ball on the planet, the PGA professional is the heartbeat of the game. Recognizing these individuals isn’t just about acknowledging a golf coach, someone who manages tee times, or someone who sells members a shirt; it’s about valuing the stewards who preserve the integrity, growth and joy of the sport.
They are the architects of the golf experience at your club, and they wear many hats: educator, business manager, equipment expert, teacher, coach, and occasionally, amateur psychologist. They care about the day-to-day golf experiences for your members and guests. When you recognize their expertise, you acknowledge the thousands of hours of rigorous training and certification they have undergone. They don’t just teach a swing; they manage the complex ecosystem of the club, ensuring the turf is respected, the pace of play is maintained, tournaments are delivered that are both fun, fair and memorable, all your golf needs are diligently cared for and the culture remains welcoming.
One of the most valuable aspects they bring to the golf committee, and to search committees looking for a new golf professional for that matter, is their ability to attract young professionals into the game and business, and to provide mentorship and opportunities for growth.
During the due diligence phase of a search for a new director of golf, one of the questions I hear most often is which qualities and attributes the club should prioritize in its next golf professional. Does this person have a history of attracting talent, or as I like to say recruiting, training, motivating, mentoring and developing their team? Great PGA professionals do! This is critical to the future of the game and business. PGA pros are the primary recruiters for the next generation of players, and some will be the next generation of PGA professionals working at your club, delivering awesome member experiences for all and growing this great game.
Golf is a difficult game, and many members’ long-term enjoyment of the club depends on whether they feel supported in improving and enjoying the game. At a quality club, the golf operation is a high-touch, relationship-driven part of the overall member experience. PGA professionals play a central role in that equation, helping members navigate the game with patience, skill and consistency. When clubs recognize and support their golf professionals, whether through appreciation, professional development or award nominations, they are investing in stronger member satisfaction, deeper engagement and the long-term value of the club experience.
Recognition at the PGA section or national level is great, much like recognition at the CMAA’s national awards. But none have the day-to-day value of simple “thank yous” and “pro you’re awesome” coming from you and members at your club. In the relationship-driven world of private clubs, your staff is the heartbeat of the member experience. Recognizing and thanking your team isn’t just a polite gesture; it’s a strategic investment in the club’s culture. When a server, greenskeeper, assistant golf professional or locker room attendant feels seen and valued, their sense of ownership deepens, boosts employee retention, elevates service and strengthens morale.
The golf committee should have on their annual planning calendar which events will recognize not just the golf professional and their staff, but the entire club team. Do you have an award scholarship program that members contribute to each year to fund scholarships for your key people at your club? Is there an employee members’ annual golf tournament that builds these relationships, which could be a simple 9-hole scramble and/or a lot of fun? Put it on the agenda, think outside the box, and remember that, ultimately, a culture of gratitude trickles down and turns into appreciated staff who create satisfied members, which is the hallmark of any prestigious club.
THE BOARDROOM MAGAZINE – April 2026
Paul K. Levy, PGA, Search & Consulting Executive, KOPPLIN KUEBLER & WALLACE. He can be reached via email: paul@kkandw.com.