Proven Leader.
Operations Expert.
Successful Entrepreneur.
PGA Member.

The Professional

The Perspective of an Owner,
The Passion of a PGA Professional

I view the golf industry through a unique dual lens: the hospitality of a PGA Professional and the discerning eye of a business owner. Currently serving at Desert Forest Golf Club, I specialize in delivering concierge level member and guest service while maintaining the rigorous operational standards required at a premier facility. I believe the pillars of service excellence are a clean, inviting environment, a friendly, empowered staff, and a high-quality, high-value product.

My career path distinguishes me from the traditional golf professional. After early successes at prestigious venues like Tavistock Country Club and The ACE Club, I spent a decade in the executive seat founding and operating my own company, LoLo Juice. That experience provided an education in self reliance and dedication, building a successful culture, driving revenue growth, managing strict inventory controls, and navigating the strategic challenges of a standalone business.

Today, I combine that executive acumen with modern operational expertise, utilizing tools like Golf Genius to orchestrate seamless tournaments while leveraging advanced tee sheet and POS systems to drive facility efficiency. Whether I am managing the daily operations or merchandising the golf shop, my goal is consistent: to bring an owner’s mentality to the operation and a servant’s heart to the member and guest experience.

Business Acumen

An Owner’s Perspective on Growth

I approach the club’s financial health with the same discipline and agility I utilized to grow a successful private company. My philosophy is built on the belief that a profitable operation and an exceptional golf experience are the results of building trust, striving for efficiency, and data-driven decision-making.

Strategic Revenue Growth: I focus on maximizing every revenue stream available to the club, from optimized tee-sheet density to integrated player development programs. I design golf activities specifically to drive cross-departmental revenue, ensuring that on-course engagement translates into increased guest fee captures and Food & Beverage participation.

Operational Efficiency: Managing a business with perishable inventory taught me that capital must remain working. I apply this mindset to the golf shop by staying agile with offerings and analyzing sell-through rates to reflect demand. Beyond retail, I utilize data to optimize staff efficiency, ensuring service excellence is maintained without unnecessary overhead.

Instruction

Developing the Player, Not Just the Swing

Effective golf instruction must be uniquely tailored to the individual. Beginning with the fundamentals of grip, posture and alignment, my instruction philosophy is not a "one-size-fits-all" model. I prioritize understanding a player’s fitness levels and physical restrictions before suggesting swing corrections that fit their specific body. When necessary, I utilize launch monitor and video analysis, to provide students with clear, data-backed insights that bridge the gap between "feel" and "real".

Programming & Revenue Impact: Beyond individual lessons, I specialize in designing high-engagement programs like "Gals & Guests" and specialized Short Game Schools. These initiatives are designed to do more than lower scores; they are strategic tools that drive participation across club departments, from guest fee revenue to increased Food & Beverage spending.

Junior Golf Leadership: I have played an integral role for large-scale junior programs, including at Tavistock Country Club. My approach focuses on creating a fun and engaging environment that fosters a lifelong love for the game while building the next generation of active club members.

The Mental Game & Performance: I believe that while golf strategy is refined through analytics, athletic performance is sustained by a clear mind. My coaching bridges the gap between the range and the first tee by emphasizing a transition from conscious mechanics to instinctive execution. By refining a student's pre-shot routines and state of mind, I empower them to step over the ball with a singular focus: picking a target and delivering the shot.