Poor decision-making, succumbing to pressure and weird and wonderful swings that often defied the laws of physics gave him a grounding on what the vast of majority of golfers need to play better.

High performance coaches such as Matt Ballard have told Williamson that the thought of coaching those who can’t break 90 is akin to torture. Yet for the Emerald Lakes Golf Club-based PGA Professional it is his personal experience that makes him the perfect option for such golfers.

The concept of ‘building a brand’ among individuals sounds to many like a lesson in developing an inflated ego but Williamson has come to learn that a PGA Professional’s personal brand need not be anything more than the story behind why they are the coach that they are.

“Why do I coach the way I coach and what do I truly believe about what people need?” says Williamson, who has become a mentor with the RGX Coaching Training system.

“That then resonates with a certain amount of people. It also helps me to identify that the person standing in front of me who just wants to cure their slice is probably not my ideal client.

“Become very clear on your core beliefs about why you coach the way you do. Some coaches like to use technology and know the numbers and there are a ton of golfers out there who are exactly like that and respond best to that.

“Understanding your why, your story and how you are different to everyone else. From there it’s about creating an understanding amongst people that you might be someone they would like to be involved with.

“The brand – my story – has helped to create the tribe that is bringing more people in who are in turn telling the story for me.”

The combination of a clear personal brand with the internationally recognised symbol of the PGA of Australia is a powerful one.

The PGA brand is synonymous with golf excellence and expertise across the globe and should be used in conjunction with a PGA Professional’s own personal identity.

“When our PGA Professionals combine a strong personal brand with the recognition of the PGA brand, they present an excellent image to golfers – skills, knowledge, experience and strength,” says PGA of Australia GM of Membership and Education, Geoff Stewart.

“I encourage all of our PGA Members to consider their personal brand and ensuring the recognition of the PGA brand is incorporated.

“Our most successful PGA Members in a range of roles ensure the PGA brand is a component of their overall, effective personal brand.

“Don’t rely solely on external brands for career success. Your long-term career success is primarily determined by your personal brand – your knowledge, skills and experience and how you convey this to new and existing golfers.”

It was a focus on new golfers and the lack of lessons being undertaken by the existing membership at Rosebud Country Club that shaped Matt Bolton’s career trajectory.

In addition to the establishment of Bolton Performance Golf with club-fitting capabilities and the latest in technology, Bolton developed a program that enticed new golfers into the club and fostered an environment that has converted many into Rosebud members.

“One of the things that I have worked out over my time is that people don’t want to look stupid,” offers Bolton.

“We try to create an environment that isn’t like that. It’s welcoming, it’s an environment where people want to come and they don’t feel like they’re being watched.

“We developed a program called Learn to Golf. It is a six-month program and teaches them everything from rules and etiquette to basic technique and how to score for the regular formats that we play.

“The whole idea was to get those students to a point where they could join as a nine-hole member at the end of the six months.

“My pitch to the Board was that if we have these people here for six months they’re not going to go anywhere else; you’ve got a captive audience.

“Before COVID-19 we had two groups of 20 participants and we signed up 18 as members.

“If you work out the recurring spend over five years on just those 18 new members there is a lot of revenue there for golf clubs.”

Williamson’s way of differentiating himself from other golf coaches was to offer a guarantee of improvement.

‘Get Good at Golf’ guarantees that those currently shooting scores of 90 and above that they will improve by 10 shots per round if they follow Williamson’s instruction for a 10-week period.

It speaks to those Williamson knows he can help in a way that resonates with all golfers who want to get better.

“The people who sign up and accept those conditions know that I am going to keep coaching them for free until they get to their 10-shot target,” Williamson explains.

“That guarantee is something that entices a lot of people in.

“Is that for everyone? No, not even close. But it is for those who are fed up with whatever’s not been working.

“I’m getting the right people and there’s not one person on my books right now that I don’t really enjoy coaching. I’m really excited to get up in the morning and help every one of them.

“By understanding my ‘why’ I’ve created my own tribe who enjoy what I’m doing.

“And it means that I’m not getting lost in the crowd.”