Elevate 13th Beach's
Pro Shop to World-Class
A tailored proposal inviting 13th Beach Golf Links to join the Performance Golf network and unlock the tools, team, and strategy to grow pro shop revenue, save time, and build a stronger member experience.
13th Beach Deserves a Pro Shop That Matches Its Reputation
Two championship courses. Host of the Vic Open. One of Australia's finest golf destinations. 13th Beach Golf Links is already extraordinary your pro shop should be too.
13th Beach Golf Links has built an enviable position on the Bellarine Peninsula. With two world-class courses, a thriving academy, Stay & Play packages, and a loyal membership community, the club attracts serious golfers from across Victoria and beyond.
Yet even the best clubs face a common challenge: the pro shop is often under-resourced in marketing, retail strategy, and digital presence not through lack of ambition, but because PGA Professionals are pulled in every direction. That's exactly the gap Performance Golf was built to close.
This proposal outlines how Performance Golf's "done-for-you" platform, combining a dedicated Business Development Manager, Content Marketing Manager, Visual Merchandising Manager, and suite of digital tools - can be tailored specifically to amplify what 13th Beach has already built.
Understanding 13th Beach Golf Links
Before recommending solutions, We have taken the time to understand a club's unique position. Here is what makes 13th Beach an ideal and highly valuable member of the Performance Golf network.
45-Hole Championship Complex
The Beach Course, Creek Course, and Short Course provide a diverse visitor and member experience, driving high foot-traffic through the pro shop and academy.
Host of the Vic Open (Since 2013)
Hosting an elite PGA tour event annually creates a premium brand halo — and a significant commercial window that can be leveraged far more aggressively in retail and marketing.
Certified PGA Golf Academy
A team of PGA Professionals running coaching, clinics, fitting and junior programs creates a rich pipeline of engaged golfers who are natural pro shop customers.
Stay & Play & Accommodation
On-site golf lodges and Stay & Play packages bring interstate and destination visitors — a premium audience with high retail spending potential who often arrive with credit card in hand.
Strong Membership Community
A large, loyal membership built around community and shared love of the game provides a consistent, captive audience for targeted email marketing and exclusive member promotions.
Bellarine Peninsula Destination
Located in Australia's Best Golf Town (Australian Golf Digest), 13th Beach benefits from a tourism-driven catchment area that extends well beyond local walk-in trade.
In short: 13th Beach already has the audience, the prestige, and the product. Performance Golf provides the systems and people to monetise it far more effectively.
Where Growth Is Being Left on the Table
Even exceptional clubs leave significant revenue unrealised when pro shop operations lack a structured retail, marketing, and digital strategy. Based on Performance Golf's experience across Australia's top PGA clubs, the following gaps are typically present and addressable.
Pro Shop Visual Merchandising Is Inconsistent
Without a dedicated visual merchandising plan, retail displays can look disorganised and fail to guide purchase decisions. Seasonal resets, layout strategy, and product placement are proven revenue drivers that most pro shops simply don't have time to execute properly.
Revenue opportunityDigital & Online Retail is Under-Leveraged
13th Beach's online presence is strong for golf bookings and academy, but there is no prominent online pro shop capturing e-commerce revenue between visits — especially from the Stay & Play audience who may want to purchase gear before or after their trip.
Digital revenueEmail Marketing to Members & Visitors Is Untapped
With a large membership database and guest booking system, 13th Beach sits on a highly valuable, permission-based audience. Performance Golf members using managed email campaigns generate an average of $2,847 per month in directly attributable online revenue.
Email conversionSocial Media Content Is Time-Intensive & Sporadic
Consistent, high-quality social content is essential for a premium club brand but it requires daily attention. Without a dedicated content manager, social posting tends to be reactive and inconsistent, missing key commercial moments like Vic Open season, fitting events, and seasonal stock arrivals.
Brand equityTrigger Emails Are Not Being Sent
13th Beach has multiple high-intent customer moments - a lesson booked, a round completed, a fitting attended, a Stay & Play check-out - none of which are currently followed up with an automated, timely email. Trigger mails sent within hours of these moments (equipment recommendations post-fitting, accessory offers post-round, re-booking prompts after a lesson) consistently outperform broadcast campaigns, with open rates 2–3× higher and conversion rates that directly drive pro shop revenue without any manual effort.
Automation revenueBusiness Performance Benchmarking Is Absent
Without comparison data against similar clubs, it's difficult to identify underperforming product categories, margin leakage, or inventory inefficiencies. Performance Golf's benchmarking platform gives 13th Beach a real-time view of how its pro shop stacks up and where to focus.
Data & insights"The email marketing service from Performance Golf has been a game-changer for us. Our open rates have soared, and we've seen a marked increase in bookings and customer engagement."
What Performance Golf Delivers for 13th Beach
Performance Golf membership is not a software subscription - it's a dedicated team working alongside your PGA Professionals, providing three full-time "done-for-you" specialists and a complete digital infrastructure.
Business Development Manager
Benchmarks 13th Beach's pro shop sales, margins, and inventory against comparable clubs. Identifies slow-moving stock, underperforming categories, and recommends data-driven strategies to hit revenue and profit targets. Provides ongoing support so you always know the next best move.
Content Marketing Manager
Fully manages 13th Beach's pro shop social media and email marketing. Creates and publishes content that converts — from Titleist fitting event promotions and Vic Open retail campaigns to member-exclusive offers and seasonal launches. You focus on golf; they handle the screen.
Visual Merchandising Manager
Delivers monthly display plans with photographic guides, seasonal layout recommendations, and product placement strategies. Transforms the pro shop floor into a retail environment that drives browsing time, increases units per transaction, and looks as premium as the course itself.
GolfHub Annual Marketing Plan
A comprehensive, tailored 12-month marketing roadmap aligned to 13th Beach's key commercial moments: Vic Open, Stay & Play seasons, junior program enrolments, fitting events, and membership renewal windows.
Your Own Online Pro Shop Store
A fully integrated e-commerce store linked directly to 13th Beach's bank account - capturing 24/7 sales from members, guests, and destination visitors who want to shop between rounds or from home. Average online monthly revenue for Performance Golf members: $2,847.
Ucast TV Digital Signage
In-store and online digital signage enabling real-time promotions, brand activations, and product highlights within the pro shop - proven to increase customer dwell time and impulse purchases.
Online Lesson Diary Platform
Premium booking system for the Golf Academy - streamlining lesson bookings, fitting appointments, and clinic registrations. Reduces admin time and improves the member and guest experience from first contact.
Supplier Pricing & Activations
Access to preferential pricing and exclusive terms from leading golf brands and distributors - directly improving margins. Plus in-store supplier activations from major brands that drive foot traffic and boost purchasing intent.
National PGA Professional Network
Membership connects 13th Beach's PGA Professionals with Australia's top-performing pro shops - sharing best practice, seasonal insights, and market intelligence in a collaborative, non-competing environment.
How This Looks Specifically for 13th Beach
The Performance Golf model is adapted to each club's individual context. For 13th Beach, the following strategic priorities would be activated from day one.
🏆 Vic Open Commercial Window
Build a 6-week content and e-commerce campaign around the Vic Open, capturing the significant visitor spike with targeted merchandise, limited edition items, and tournament-themed promotions - both in-store and online.
🏨 Stay & Play Retail Integration
Create a "welcome" digital communication and pre-arrival email sequence for all Stay & Play guests - driving pro shop visits, academy bookings, and online purchases before they even arrive on course.
🎓 Academy-to-Retail Pipeline
Leverage the Women's Pathway Program, junior coaching, and fitting events to build an automated email follow-up sequence promoting relevant equipment, apparel, and accessories to engaged students.
👥 Member-First Loyalty Marketing
Design a members-only email programme with exclusive pro shop offers, first access to new stock, and seasonal promotions - strengthening the member value proposition and driving repeat retail spend year-round.
📍 Bellarine Tourism Audience
Target the regional golf tourism audience (Melbourne day-trippers, Bellarine Peninsula visitors) through social content and the online store - capturing buyers who discover 13th Beach through search and social before booking.
📺 In-Store Ucast Activation
Install digital signage in the pro shop to display brand content, seasonal promotions, and fitting event details - turning passive visitors into active buyers while they wait for tee times or browse between lessons.
Getting Started - What to Expect
Performance Golf's onboarding process is designed to minimise disruption and deliver fast, visible results. Here's what the first 90 days look like for 13th Beach.
Club Audit & Strategy Session
Your dedicated Business Development Manager conducts a full pro shop audit - reviewing current sales data, inventory, display, digital presence, and supplier arrangements. A tailored 12-month GolfHub Marketing Plan is scoped and drafted.
Online Store & Systems Go Live
Your online pro shop store is built, stocked, and connected to your bank. The online booking diary is configured. Ucast TV signage is installed and activated. Social media accounts are optimised and content scheduling begins.
Visual Merchandising Refresh
Your Visual Merchandising Manager delivers the first monthly display plan with photographs, layout guides, and seasonal recommendations.
First Campaigns Launch
Email campaigns to members and guests begin converting. Social content builds consistent brand presence.
Review, Optimise & Scale
90-day performance review with your BDM. Successful campaigns are scaled. Underperforming areas are adjusted. Revenue trajectory and time savings are clearly documented. You can see exactly what's working
Ready to Activate 13th Beach's Advantage?
The next step is a 30-minute discovery call with Performance Golf to walk through this proposal, answer your questions, and confirm how the program would be tailored to 13th Beach's specific goals and calendar.
Get Started Today View Member Benefits