Marketing and Student Relationships for Golf Instructors – José Vicente Perez

Most golf instructors are excellent coaches who struggle to fill their diaries – not because their teaching is lacking, but because they have never thought seriously about marketing. In this Masterclass, Jose Vicente Perez draws on his marketing degree and two decades of coaching experience to argue that marketing is not about promotion or social media follower counts – it is about creating change on behalf of your students. Working through a practical framework covering positioning, promotion, student retention and culture-building, he gives golf professionals a clear lens through which to examine their own business and take deliberate steps forward.

💡 What You’ll Learn

• How to define the specific change you are trying to make for your students – and why that clarity sits at the heart of any effective marketing plan
• What your ’promise’ is as a coach, and how to differentiate it from competitors in a way that attracts the right students
• Why quality is a requirement but no longer a sufficient advantage – and what you need to do beyond being good at your craft
• How to build and own your own student database rather than relying on social media platforms that control your access to your audience
• Why 68 per cent of students leave not because of price or dissatisfaction, but because they feel their coach is indifferent – and how to fix that
• How to intentionally build a coaching culture that creates trust, community and word-of-mouth referrals
• Practical advice on how to establish yourself at a new club – including on-course evaluations and structured improvement plans

👥 Who is This For?

• Golf professionals and PGA members looking to attract more students and grow a sustainable coaching business
• Instructors who are good teachers but have never applied a structured marketing approach to their work
• Coaches who want to improve student retention and understand why clients leave
• Professionals starting out at a new club or seeking to reposition their coaching offer
• Anyone interested in how marketing principles from outside golf translate directly into better instructor-student relationships

📂 Format & Structure

• 1 video Masterclass (approx. 39 minutes, including live Q&A)
• Estimated completion time: under 1 hour
• Watch at your own pace, on any device

🎤 About the Speaker

Jose Vicente Perez is a PGA of Spain professional based in Valencia, where he coaches at El Bosque and Masia de las Estrellas. He has been coaching since 2005 and holds a marketing degree alongside his golf qualifications – a combination that directly informs his approach to building a coaching business. He serves as Director of Training at the PGA of Spain and is a member of the PGAs of Europe Golf Development Team. Golf Digest has named him among the 75 best international golf teachers in the world. He is the 2013 PGA Championship of Spain champion.

The CPG Masterclass Series embodies a range of talks and presentations for PGAs and PGA Professionals that cover a variety of subjects and topics, delivered by world-class, industry leading experts from their respective fields.