Brent Lingel, the 2014 Northern Texas PGA Section Player Development Award winner and the 2010 Southwest PGA Section Assistant Golf Professional of the Year, is a PGA Certified Professional and PGA Head Professional at Keeton Park Golf Course in Dallas, Texas.
I’ve been a lifelong equipment and tech junkie, lucky enough to visit tour vans. Constantly fascinated by what tour players are doing to their clubs and inspired by Scottsdale’s famed Cool Clubs, I invested in club repair equipment (regripping, wedge stamps, loft/lie machines, the whole nine yards) myself and became a kind of club repair guru running it out of my garage in Tucson, Arizona. I brought all that with me when I joined Keeton Park, and after a talk with Tony Martinez, we realized that we had an extra spot in the golf shop where we could become the go-to club repair/fitting place in metropolitan East Dallas. It’s been a perfect storm. We now provide a much-needed service for our customers, allowing them to have, for example, their putter regripped while they hit balls out on the range. And even though we can’t fit for every brand, we do offer as many services as possible for as many brands as possible, opening ourselves up to the biggest pool of customers.
Installed in 2013 “The KP Chop Shop” generated $3,500 in sales in the first six months alone (that’s everything except hard good sales and fittings). In the first year, we saw $60,000 in hard good sales, and club repair revenue jumped from $8,000 in 2013 to $10,000 in 2015. My fittings have gone up from 10 per year before the Chop Shop to 30 in 2013, and 64 full bag fittings and 120 fittings overall (just a driver, just wedges, etc.) in 2015. We also do something called Grip Demo Day, where we put the re-grip machine on the back of a Cushman and take that out to the range. Started in 2014 we do that twice a year and usually do about 20 sets of clubs that day in the moment, which at eight to 10 dollars per grip adds up to about $2,600 for a four-hour morning. And the mere presence of the truck gets people asking about our facility and residual use follows. Lesson-wise, 70 percent of my client base comes from clubfitting; a number that has doubled in four years. A dedicated page on our website and becoming the fitter for my colleagues’ students has also aided in this increase. The Chop Shop has created loyalty and a good marketing story for us, as we see people from surrounding courses coming to get their wedges stamped here even if they were bought elsewhere. Rounds have increased and range revenue has gone up 10 percent every year.