Pronghorn Club's Winning Formula: Where Customer Experience Shapes Strategy

"If you're not asking your customers what they want, how do you expect to deliver?"

This simple yet powerful statement, often repeated by Dana Garmany, forms the backbone of Jerrel Grow and David Freitag's approach to managing Pronghorn Club. As the leaders of a top-rated club in Course Condition for Premium Courses, they've made it their mission to not just listen to but also value and integrate customer feedback at the heart of everything they do. 

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For the past decade, Pronghorn Club has partnered with Players 1st to gather deep insights from their players. Jerrel -director of golf- and David -director of agronomy- have always believed in the power of listening, and this feedback has become the driving force behind their club's continuous success. 

How do they go from feedback to action? 

"We can always do better" isn't just a management motto—it's a commitment visible in every corner of Pronghorn Club. Jerrel and David rely heavily on customer surveys to track satisfaction levels and uncover areas for improvement. For them, understanding the club's weaknesses is as important as knowing its strengths. With a data-driven approach, they ensure that every member's voice is heard. 

"It's really nice when we get the specific feedback," David explains. "Good or bad, it's just an opportunity to improve or for recognition for the team." Jerrel adds, "This is our tool to put that into some order, to be able to ask our customers what they want." 

Over the last 10 years, Pronghorn Club's unwavering commitment to customer experience has earned them a reputation for excellence. Their relentless pursuit of improvement, fueled by customer feedback, has not only set them apart but also kept them ahead in the competitive world of premium golf courses. 

Using Data to Drive Change 

While awards are great, for Jerrel and David, data is the real key to success. They don't just gather feedback for the sake of it—they use it to fuel change. The insights provided by Players 1st have allowed them to confidently make operational decisions and secure investment where it matters most. 

"You know, at the end of the year, we put everything in kind of a big bucket and say, what are our guests telling us?" Jerrel notes. Pronghorn Club's data-driven mindset has not only allowed them to stay at the top of the game but also reassured them that they are always ahead of the curve and in tune with what their players truly want. 

Advice for Other Clubs 

Jerrel and David's success at Pronghorn Club isn't just about luck—it's the result of listening, adapting, and improving at every turn. Their advice to other clubs is simple: Use the data given by Players 1st. 

David affirms it, because "You know it's good. It's a metric and a good way to get that feedback, but we also use the data to drive the need to change the operation." 

By putting Players 1st and using data to drive their decisions, Jerrel Grow and David Freitag have created a club culture of constant improvement—one where customer feedback is the most powerful tool for success.