For any Member applying for a Head Pro role, whether an experienced candidate or looking for their first such appointment, knowing how to navigate a demanding application process is essential. We asked Sam Cowley, recently appointed into the role at West Sussex, to share his advice
Sam Cowley’s career has come full circle now that he has been appointed as the incoming Head Professional at West Sussex Golf Club.
Having served as an Assistant Professional there for six years, he moved to Royal Ashdown Forest in 2014, before becoming Head Professional at Haywards Heath in 2020.
With a wealth of experience, Cowley will fill the shoes of Tim Packham who has been Head Professional at West Sussex since 1987. Packham mentored Cowley and helped him build solid career foundations.
Here, Cowley describes the journey to this point, and how he used each experience and setback to his advantage during a thorough application process in his return to West Sussex.
What elements of your experience prepared you for this career step?
My time at Haywards Heath was instrumental. I took on the position just five days before the first COVID-19 lockdown. The timing couldn’t have been more challenging. Due to the nature of my contract, I wasn’t eligible for furlough or government support.
I launched a basic e-commerce website and personally delivered goods to members. Those early months were incredibly turbulent, and the uncertainty continued through multiple lockdowns, all while receiving no financial assistance. On top of that, the club was in negotiations to renew its lease, an essential step in securing its long-term future.
In 2022, two intense heatwaves and a faulty irrigation system resulted in losing the greens. With a Master Greenkeeper’s guidance, we operated on temporary greens for the best part of nine months. This had a huge impact on footfall and my income.
Despite these setbacks, I managed to retain four employees and eventually grow the team to five. I restructured the business where necessary, remained customer-focused, and continued to provide a professional service to the membership.
Overcoming such unpredictable and testing circumstances has made me a stronger, more dynamic, and versatile professional.
What helped you to stand out and what advice would you give Members applying for similar roles?
What helped me stand out was the strength and clarity of my career journey, which was reflected in my CV. My career path has been built on solid foundations, starting with six formative years training under Tim Packham.
That experience gave me a deep understanding of the values and standards expected at a club of this calibre.
If I were to advise other PGA Members: don’t give up. Embrace the challenges, adapt to the ever-evolving landscape of the golf industry, and learn from every experience, whether it’s success or a setback.
I also have to credit the PGA Member Support Team. Their support throughout the application and interview process was invaluable. I’d strongly encourage anyone going through a similar process to reach out.
What did the interview process involve?
The application required a strong CV and a detailed, personalised cover letter. I highlighted my deep understanding of the club, along with the training, experience, and skillset I’ve developed specifically within private members’ environments.
The first stage involved a panel interview with a select group of members. This was a great opportunity to share more about my background, personal journey, professional experience, and business outlook.
The final stage was a formal presentation to the WSGC Board. I was asked to outline my vision for the first 100 days as Head Professional. I delivered a 20-minute presentation supported by a 15-slide PowerPoint, which I expanded upon in detail. This was followed by a comprehensive Q&A, and the entire process lasted around an hour.
What are your initial priorities as Head Professional at West Sussex?
My main focus will be building strong relationships with the members, my team, and other departments. Member engagement will be at the heart of everything during this initial period. I want to spend as much time as possible speaking with members to understand their expectations, hear their feedback, and identify opportunities to enhance the professional services.
Equally important is getting to know the professional team. I want to understand their individual aspirations, what motivates them, and how I can support their development. Creating a happy, cohesive, and motivated team is a top priority.
I’ll be reviewing all aspects of the retail and coaching services to see where improvements can be made and where we can innovate. While I have clear plans in place, I’m also well aware that things rarely go exactly as expected. My experience has taught me the value of staying flexible, adapting to challenges, learning from them, and moving forward with resilience.
