Strategic Consulting for Private Clubs, Destination Resorts and the Golf Industry

Outside the Box

Ready to work with your team in reputation and brand management

Learn more

Power On

Business development and strategic plans

Learn more

Contact Us

Send us a note and we'll be in touch to answer your questions

Learn more

We Drive Revenue and Member Satisfaction

Client Press Releases

Recent Client News

The Signature Group’s President & CEO Bruce Lucker Appears On The Mark Carnevale Show on SiriusXM PGA TOUR Radio.

GOLFZON, Lee Make Big Impression at Los Angeles Boys & Girls Club Charitable Event

GOLFZON_CI_(L)LOS ANGELES, CA, USA – (Aug. 16, 2016) Technology and charity shared the stage on Monday at the Roy W. Roberts II Watts/Willowbrook Boys & Girls Club. But it was the everlasting smiles on the faces of young children that won the day.

GOLFZON provided a state-of-the-art simulator and brought in Los Angeles native and LPGA star Alison Lee, a GOLFZON Ambassador, for Monday’s presentation. Lee joined NBA All-Star guard Chris Paul and PGA Tour golfer Gary Woodland at the Boys & Girls Club as the simulator was placed in the Dance Studio and new CDW technology was offered in the Technology Room.

“I wouldn’t have gotten a chance to meet people like Chris Paul or Gary Woodland or a chance to be more influential toward kids without golf,” said Lee, who lives in Los Angeles and is completing a degree in Communications at UCLA while playing on the LPGA. “That’s what makes this sport so special to me. And then to attend an event like this where the kids have the opportunity to be introduced to golf on the GOLFZON simulator. That is so cool. And the kids were amazing. That made my day.”

lee hitting

Monday was the first day of school for many of the approximate 100 Boys & Girls Club children who came to the inner-city Los Angeles site in early afternoon. What awaited was a surprise visit by Paul, whose Chris Paul Family Foundation provided the first new technology for the facility last year in concert with CDW’s Tech Fore! Kids and followed up with the upgrades this week. Lee, Paul and Woodland interacted with the kids in golf and basketball games in the gymnasium and transitioned to the GOLFZON simulator in the adjacent Dance Studio. The children stood in line for a chance to talk with the stars and to try their hand at the golf games, provided by The First Tee, and simulator.

Paul has experienced the GOLFZON simulator before but it was the first time for Woodland.

“This simulator makes it feel like you’re actually on a golf course,” Paul said. “And I’m a golf nut, so working on my game on the simulator takes it another level and can only make me better. Watching these kids – most of them holding a golf club for the first time – makes it very worthwhile for me.”

“This technology is amazing,” Woodland, a CDW Ambassador, said after testing the simulator. “More and more, technology is providing ways for golfers to learn the game and for PGA Tour pros to learn about being successful. And now these kids are able to learn the sport here. I was glad to be a part of that.”

CDW, a leading provider of technology solutions and services, installed the technology upgrades that included Lenovo tablets and notebooks to support administrative tasks as well as after-school programming for local youth – everything from mentorship and tutoring to career preparedness and the arts.

The state-of-the-art GOLFZON GDR golf simulator will remain in place in the Dance Studio as Boys & Girls Club employees were tutored on how to instruct the children in their club on the fundamentals of the game and simulator operations.

“GOLFZON is proud to offer this simulator to the Boys & Girls Club here in Los Angeles,” said Tommy Lim, the Senior Vice President of GOLFZON, who was in attendance. “GOLFZON offers the opportunity to introduce golf, technology and math and science all together in one simulator. Watching these children play for the first time gives us a reason to be motivated to introduce GOLFZON simulators and golf to more people.”



PONTE VEDRA BEACH, FLORIDA, USA (Aug. 17, 2016) The Club Spa and Fitness Association (CSFA) completed a successful National Conference in early August as a part of the Club Summit for Golf, Sports and Spa/Fitness Management in Palm Beach, FL, recognizing award recipients and discussing the growing need for fitness services in private clubs.

The CSFA welcomed increased attendance from 2015, a larger corporate partnership engagement and a broader membership base, with clubs traveling from as far away as Arizona, California, Colorado, Maryland, Massachusetts, Texas and Virginia. Speakers included noted golf course architect Rees Jones, PHIT America founder Jim Baugh and wellness educator and media personality Debra “K” Koerner.

Club industry data experts Stephen Tharrett of Club Intel and Ray Cronin of Club Benchmarking, who present the State of the Industry Report and CSFA Trend Report, respectively, indicated that nearly half of the non-golf revenue by private clubs is generated via fitness, wellness and spa, ranging to higher percentages in clubs with larger initiation fees, bigger revenue returns and broader sports offerings.

Organized by the CSFA, the Florida Chapter of the Club Managers Association of America and the U.S. Professional Tennis Association, the summit was held July 31-August 3 at The Breakers in Palm Beach, Florida.

“This year’s CSFA conference was possibly the best our growing organization has ever had,” said Kevin Caldabaugh, the President of the CSFA and Fitness Director at John’s Island Club in Vero Beach, FL. “Much of that is due to the joint efforts of the CSFA and CMAA. From the pre-conference, the outstanding array of speakers and two outstanding days of education, this was truly the most valuable conference our members have ever attended.”

Bob Lawrence, the Florida Sales Manager for Gym Source and a partner with vendor Cybex, was honored by the Club Spa and Fitness Association (CSFA) with the Vision Award for his longstanding commitment to the organization and excellence in his profession.

The award was presented on Monday morning, August 1 at the CSFA Business Meeting. Brian Idle, the President of Peacock + Lewis Architects and Planners, LLC and the winner of last year’s Vision Award, made the presentation. The Vision Award is a way of recognizing industry leaders who have played an important role in not only supporting the mission and growth of the CSFA, but contributions to the spa, fitness and private club industry as a whole.

Lawrence, a Ft. Lauderdale, FL, native and Florida State University graduate, has won multiple sales awards since 1989 by serving premier clients in the fitness and medical industries. He joined Gym Source, the top distributor of commercial fitness equipment, in 1999 with a focus on jump starting sales in Florida and has finished in the top three in sales volume every year and No. 1 overall a record eight times while also contributing in a key sales management role. He was instrumental in the long-standing Gym Source/Cybex Sapphire-level sponsor of the CSFA.

In addition to many Gym Source awards, Lawrence has been recognized for sales volume achievement and customer commitment by key vendors such as Cybex, True and others. In 2011, The Boardroom Magazine presented Lawrence with the prestigious “Excellence in Achievement” award for fitness center design.

“I am honored that the CSFA thought about me in this manner,” Lawrence said. “I really believe I look at things in the customers’ eyes and get what they’re looking for. The CSFA and its associates gave me the opportunity to do my job when Gym Source was growing the business in Florida, and I wouldn’t be here without them. It’s more about giving back to a group of people that helped me. And I know that, corporately, Gym Source and Cybex see the value in this relationship.”

Mary Johnson, the Director Fitness and Spa Operations at The Commons Club, Bonita Springs, FL, was awarded “The Future of Fitness Scholarship" to California State University of Pennsylvania by the CSFA. She originally applied for CALU’s Global Online program in 2007, but spent time owning a family business, withstanding the death of her husband to cancer in 2009 and raising a family over the last decade before winning the scholarship this year. She plans to pursue a Master’s degree in Rehabilitation Services.

“My education has been on hold for quite some time now,” Johnson said. “This is something I’ve strived for for a long time, and I’m extremely honored to win this scholarship as I start a new chapter in my life. I’m hoping that I can inspire other members and continue to make a difference is such a professional organization.”

Lynn Hearn, the first President of the CSFA, was honored with the Lifetime Achievement Award by the organization. Hearn is the Director of Fitness at the Lost Tree Club in North Palm Beach, FL.

To learn more about the Club Spa and Fitness Association and the debut of management certification, go to To learn about the Club Summit, go to

How to get members to support major upgrades

Tulsa_Country_Club_Jason Fiscus
Golf Inc
by Mike Stetz

It can be challenging to convince members to invest in major capital improvements.  But a transparent process, backed by data, can get everyone on the same page.
Read More  about the Signature Group process in the July/August 2015 edition of Golf Inc.

RSS Golf News

  • Live leaderboard: Moving day at Texas Open April 21, 2018
    Trey Mullinax shot a third-round 62 to grab the clubhouse lead at TPC San Antonio.
  • Sergio Garcia chucks driver into bushes out of frustration on way to bizarre bogey April 21, 2018
    Sergio Garcia most definitely plays with passion, and that can boil over. There was the time last year he slammed his putter and took it out of play at TPC Boston. That came just months after the Spaniard hurt himself swinging in frustration at gorse. Add another one to the tally. Here’s Garcia chucking his driver during Friday’s […]
  • Moriya Jutanugarn shoots 66, leads by 1 shot in Los Angeles April 21, 2018
    Moriya Jutanugarn took a one-shot lead into the weekend at the HUGEL-JTBC LA Open in her latest bid to join younger sister Ariya as an LPGA Tour winner. Moriya Jutanugarn shot a bogey-free 5-under 66 on Friday at Wilshire Country Club to get to 8-under 134 in the LPGA Tour's first event in Los Angeles […]
  • Yoenis Cespedes thinks golf may be solution for curious slump April 21, 2018
    Yoenis Cespedes wishes he knew how to quit golf. Moments after he delivered his sixth go-ahead RBI of the season Friday night — a 12th-inning single that led the Mets to a 5-3 victory over the Braves at SunTrust Park — the Mets’ highest-paid player attributed his odd, statistically unimpressive opening stretch to stopping the […]
  • Patient Marina Alex rises near top, in position for 1st LPGA win at LA Open April 20, 2018
    LOS ANGELES – There’s no one-size-fits-all timeline for when things start to click for an LPGA player. Many of the leading ladies on the women’s tour can’t buy a drink at the bar, rent a car without those pesky additional fees, or, as was the case with Lydia Ko for a long time, drive a […]
  • US Open champ Brooks Koepka ready to play after wrist injury April 20, 2018
    U.S. Open champion Brooks Koepka was out of golf so long he forgot where he put his clubs when finally healthy enough to start hitting balls. Now he's back to work, and he's ready to play. Koepka plans to play the Zurich Classic next week in New Orleans, ending a 15-week hiatus from a left […]
  • Zurich Classic's 'team theme' still resonates with players as they get ready for Year 2 April 20, 2018
    The PGA Tour season can get awfully monotonous. Enter the Zurich Classic. It was an experiment not just for the Zurich Classic, which is under contract with the format through 2019, but for other PGA Tour stops as well.
  • Grayson Murray handles the wind and leads Texas Open April 20, 2018
    Grayson Murray fixed a flaw in his swing and hit the ball well enough that blustery conditions didn't matter at the Valero Texas Open. He made seven birdies in his round of 5-under 67 for a one-shot lead. Of the five players at 68, only Chesson Hadley played in the morning side of the draw […]

CSFA Partners With Signature Group for Management, Marketing, Sponsorship

The Club Spa and Fitness Association (CSFA) has partnered with Signature Group to provide management, marketing and sponsorship development services for the non-profit organization which represents private clubs and Spa, Fitness and Wellness Professionals.

Private clubs have recently been investing in a larger fitness and spa presence because of a membership demand among all demographics and the focus of healthy living in today’s society. Incorporating wellness facilities and programs into clubs’ primary offerings alongside golf, tennis, swimming and dining is becoming more commonplace.

“We are delighted to work with Signature Group in designing our team, management and marketing services as we continue to show tremendous growth,” said Barb Svenson, President of the CSFA and the Fitness Director at Harbour Ridge Yacht & Country Club in Palm City, Fla. “Developing a plan to move forward quickly is important to our continued success as our professionals are even more in demand with Americans looking to become more physically fit. Given Signature Group’s wide-ranging experience in the private club sector, we are excited to take this step forward.”

The CSFA recently released its “Private Club Spa and Fitness Management Resource Manual” written by Stephen Tharrett, which is an excellent tool to aid in the development and operation of a wellness facility in the club environment.  A certification course for fitness professionals, “Business Management for the Private Club Spa & Fitness Director”, will be available online in August. The certification course for private club fitness and spa professionals is aimed at those in supervisory positions, similar to the process that managers undertake via the Club Managers Association of America. The course will be issued in time for the National Conference, scheduled for Aug. 2-5 at the Omni Orlando (Fla.) Hotel.

“Within the private club world, the fastest growing part of expansion is building fitness facilities,” said Bruce Lucker, CEO of Signature Group. “With private clubs exploring avenues to retain and expand their membership, it’s only natural that the Club, Spa and Fitness Association would be a natural organization to help coordinate the entire process.”

Signature Group will also provide member communications, Web site and social media input and coordinate Board meeting and committee activities for the organization.

To learn more about the Club Spa and Fitness Association, go to

PGA TOUR Pro Fred Funk Becomes Spokesman For PerfectGolfEvent, launched in early January as a simple, digital solution for planning charitable and corporate golf events, has retained the services of one of professional golf’s most successful players, Fred Funk.

Funk, a 29-time winner as a professional, including eight times on the PGA TOUR, highlighted by the 2005 Players Championship victory on the famed TPC Sawgrass Stadium Course, has become the spokesperson for the newly formed organization.

“I compete in professional golf events around the world with full-time event organizers who have a large staff,” said Funk, a Ponte Vedra Beach, Fla., resident and current Champions Tour member. “Perfect Golf Event provides you with the same tools the professional tournament directors use, including the ability to have an exclusive, customized Web site for your event. You can set it up in minutes and save hours of planning time with tournament-tested resources.”

Funk participated in a promotional video in mid-December on Dye’s Valley Course at TPC Sawgrass and will promote the Web site and provide valuable tips on organizing events throughout the season. Funk played in the PGA TOUR’s Sony Open in Hawaii last week and will participate in the Champions Tour’s Mitsubishi Electric Championship in Hawaii this week.

“With a player of Fred’s status and having played thousands of amateur and professional tournaments in his career, he can share insight that will be of interest to our tournament organizers,” said Paul Courter, the Chief Operating Officer of Perfect Golf Event and a veteran of developing tournament-planning components. “He will not only be a great spokesman but a great resource to refine the quality of services we provide for those new to planning golf events.”

With more than 300,000 non-profit and corporate golf events held annually – and growing – throughout the United States, provides economical, highly efficient one-stop shopping to organizations searching for guidance in planning a successful event and raising more money for their charity.

From, the primary Web site, tournament organizers can establish a free Web site for their own events in just minutes after answering a few quick questions. The no-cost setup is unique as a planning tool. The site allows for escalating tiers of Web site detail and engagement that includes publicity for the event, the ability to track participants and expenses and to add engaging contests such as closest to the pin, long drive and highly valued hole in one prizes.

The basic Web site can be developed at no charge and scales up to $147 for the Premium Version which features sponsor logos, player pairings and the ability to track revenue and expenses all the way to a $397 version that includes unique publicity tools and a four-person shootout and putting contest.

Additionally, Perfect Golf Event offers toll-free telephone support and local support through a network of Golf Event Coaches who can offer solutions on organizing events, selecting the right golf course and event formats, fundraising tips and activities that add to developing a successful event. This attribute, not offered by competitors, comes via a national network of Golf Event Coaches with years of experience in the golf industry.

To learn more about Perfect Golf Event, go to

Current and Recent Clients Include

  • Member Surveys
  • Board Retreats
  • Long Term, Strategic and Business Plans
  • Site, Facility and Renovation Master Planning
  • Marketing and Communications Plans
  • Membership Development and Activation
  • Financial Modeling and Capital Raise