The pandemic accelerated the adoption of online coaching across golf, but for some PGA Members, the journey started much earlier.
Rob Bluck, Academy Director at 3 Hammers Golf Complex, has been refining his digital coaching offer for years, and today around 70% of his lessons are delivered online.
For Rob, the shift wasn't just about keeping things ticking over during lockdown. It was driven by a desire to better support players in between lessons, and to stay connected with students who had moved abroad for college golf in the United States. That early experimentation with video sharing platforms evolved into a fully structured coachingmodel.
Rob now runs a carefully balanced hybrid programme, combining dedicated online coaching days with in-person sessions. By embracing digital tools and rethinking communication methods, he has expanded his client base internationally while creating new revenue streams.
In this Q&A, Rob explains the technology he uses, the adjustments he's made to keep students engaged, the challenges of building an online profile from scratch, and the practical lessons fellow PGA Members can take away if they are considering going digital.
Can you give provide some background on your role at 3 Hammers, and what prompted you to deliver online lessons?
I'm now into my 13th year at 3 Hammers. What really prompted me to move into online coaching was a number of factors. Firstly, I wanted to keep in contact with students in between lessons, rather than waiting weeks to check in with them. Secondly, I was working with youngsters heading to America for college golf, and they needed ongoing support. That was around six or seven years ago, when I was still sharing videos via Dropbox and Google Drive. Then of course, during Covid, everything moved online and I've never really looked back.
How do you split your time and resources between online and in-person coaching? Has the balance shifted over time?
I carefully structure my week. Monday, Tuesday and Thursday are online coaching days, Wednesday and Friday are in-person days, and I coach every other Saturday. That said, probably not a day goes by, apart from Sunday, when I'm not checking in with students. I run a hybrid model where in-person players also have online support. When I started online coaching seriously three years ago, I might have done one or two lessons here and there. Now, 70% of my coaching is online, which shows how quickly the balance has shifted.
What tools, platforms and technology have you found most effective?
I started out using Dropbox and then CoachNow, but the real game-changer for me was working with Skillest. I've been on their platform for just over three years and they funnel golfers to me, while the platform itself keeps evolving with new features like voice notes, AI integration and file sharing. I also use Sportsbox 3D motion capture, TrackMan, and I engage with whatever launch monitors my students are using, which has really improved my own understanding of different systems. On-course tracking tools like ShotScope, Arccos, Shot Pattern and UpGame are also vital for me. These give me a clear view of how a student is actually performing out on the golf course, not just on the range.
What adjustments have you made to your communication style to keep engagement high?
One of the biggest differences is variety. I now work with golfers of all levels, from beginners through to plus-figure and professional golfers. I also make sure I speak to my online students every month on Zoom, and I challenge them to provide feedback rather than just giving them fixes. I've structured coaching a lot more: practice plans, gamification, post-round reflections. Online coaching has forced me to document things better and make the process much more streamlined.
How has online coaching impacted your client base and revenue streams?
It's been hugely positive. I can reach more golfers, and referrals have grown as their golfing buddies want to get involved. Online allows me to deliver lessons in shorter, more frequent bursts, rather than overloading someone in a single session. Revenue has spiked, and importantly, I'm not tied down to one place. With a busy lifestyle and lots of travel, I can still take my online students with me, and my in-person students benefit from the hybrid approach too.
What challenges have you faced in transitioning to online coaching?
The biggest one is patience. It takes time to build, and you can't expect it to grow overnight. The other challenge was marketing myself. For years, most of my business came through word of mouth, but suddenly I was having to use social media to promote myself to a world of golfers who had never heard of me. That was a big adjustment, but part of the process.
Looking ahead, where do you see the balance of online versus in-person coaching?
I don't think online will ever replace in-person. The sweet spot for me is the hybrid model, where players benefit from both. Many of my online students have even travelled from overseas – Portugal, Saudi Arabia, the US, Switzerland, Germany – just to come and see me in person at the academy. Online complements in-person, and vice versa, but the accessibility of online means I can only see it growing further.
What are your top tips for PGA Members thinking about online coaching?
First, be patient, it takes time to build momentum. Second, be responsive. Students don't want to wait days for feedback. Third, surround yourself with good people, ask questions and learn from successful coaches. And finally, be consistent. Those four things will really help if you're starting out.
