Listen to this articleZack Creed, an Oakville, Ontario golf professional, has been a competitive golfer since his teens, and a golf entrepreneur since his college days at the University of Nevada Las Vegas. He talks about the business lessons he’s learned — and shared — along the way.
How does one go from playing golf to running a golf-related company?
Zack Creed: For me it was a natural progression. For as long as I can remember, golf has been a part of my life. I’m passionate about the sport and have spent most of my life in and around it. I captained my high school golf team, played and taught extensively during college, became a member of the PGA and was an assistant golf professional at many high end clubs during my 20s. At one point, I spent a lot of time traveling, working at trade shows and getting involved in the marketing end of it. To this day I’m active in several phases of operations management at a golf facility.
Was being an entrepreneur always a career goal?
Zack Creed: Yes, absolutely. When I was in college, my friends and I would often talk about how we could take our love of golf and turn it into some type of business venture. In my trade show days I was fortunate to meet and become friends with a number of successful golf entrepreneurs, people I’ve remained in contact with over the years, so I knew it was a possibility. As I became more and more immersed in the business side of golf, I saw the sport from a perspective you don’t necessarily see when you’re playing or teaching. I’m also a believer that you can have anything you want if you set goals and work hard to achieve them.
What have you learned from being a club professional that you’d share as business advice?
Zack Creed: For one thing, as a leader on the business side, there are lots of balls to keep in the air at any given time. You need to be very good with time management since there are any number of things demanding your attention, input and evaluation. It’s really the same in any business, being involved in the day-to-day activities so you’re providing the most optimal experience for your customers. You also need to have very good people skills, as you’re constantly interacting with everyone from employees to customers to vendors to community leaders. When you have a leadership role in any company, it pays to be an excellent communicator.
Do you think leaders should proactively pursue growth opportunities?
Zack Creed: No question. As I mentioned, things are constantly changing and you have to be aware of what they are and how they’re impacting your business. In golf, for example, technology has become a major part of the game. It didn’t use to be but it is now. You can’t get very far as a golf professional without the apps and applications that help you improve your game or even just do business. There are people in places like Silicon Valley who are developing technology that will be influencing both the golfing and business worlds of tomorrow. You need to stay on the cutting edge to be competitive.
What’s the most important factor in achieving business success?
Zack Creed: Customer service and experience. Without your customers you don’t earn revenue or have a business. It’s important to realize this and ensure that everything you do circles back to the people who are keeping your company active. Ask your customers for their ideas and suggestions. Listen to their responses. Have an ongoing dialogue with them. They’ll help you get better at what you do, and if you do it correctly, they’ll continue to pay for what you offer, plus give you positive referrals. Never forget that it’s all about them.
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