By David Gould, Staff Editor
The PGA of America moved westward at a point in time when the instruction segment of the golf profession was being boldly redefined. And so it just makes sense that the headquarters in Frisco, Texas includes a blow-your-socks-off performance facility. The new PGA of America Coaching Center powered by T-Mobile is overseen by Proponent Group member and PGA Master Professional, Tim Cusick, who hears it raved about non-stop.
(Photo by Daryl Johnson/PGA of America)
“The entire property is a statement,” says Cusick.. “From the Omni PGA Frisco Resort & Spa to the two, 18-hole golf courses to the PGA of America Coaching Center, it shows our commitment to the game but also to the future of coaching.”
The 12,000-square-foot, two-story facility is loaded with 15 different types of teaching technology, including Sportsbox AI, launch monitors, putting systems and swing analysis tools—well beyond the two or three systems most coaches are used to. “We’ve got tech most people haven’t even seen yet,” Cusick says. “That kind of firepower changes the way coaches teach and the way players learn.”
A couple of features really make a visitor’s eyes pop, according to Cusick. “One is the sheer size,” he says. “We’ve got a clubfitting studio, a fitness studio and 10 coaching bays—four downstairs and six upstairs. All 10 doors open up to let us go fully indoor-to-outdoor. That flexibility is a great asset.”
While the center welcomes golfers of all levels, it can seem especially impactful to serious players. “When the good players come through, the ones who’ve been everywhere, they don’t just say ‘Oh this is nice,’” Cusick says. “They’re like kids in a candy store. I’ve had people ask me, ‘Are there accommodations inside this building?’ They don’t want to leave.”
(Photo by Daryl Johnson/PGA of America)
The PGA of America Coaching Center is also integral to the PGA of America’s Professional Golf Management (PGM) Associate Program education. Between 30 and 35 weeks a year, it hosts Level 2 and Level 3 PGA education seminars. “Level 1 is online, but when they come on site for the higher levels, that’s when they experience the magic,” says Tim. Future Class A men and women choose one of three paths—Golf Operations, Executive Management, or Teaching and Coaching. “All three groups come through the PGA of America Coaching Center during their seminars,” he explains. “I personally lead them on a one-hour tour. And honestly, they’re blown away by what they see.”
All clubfitting and equipment sales go through 2nd Swing Golf, a deliberate choice by the PGA of America to remain brand-agnostic. “We don’t carry inventory here or over in the golf shop. We’re completely neutral when it comes to clubfitting,” Cusick notes. “It’s all about getting players into what works best for them.” The facility also houses a fitness facility in partnership with Sports Academy, one of the newest fitness centers in the country. “Our partnerships with 2nd Swing and Sports Academy are both great fits,” says Cusick.
The top floor of the building remains partially open—by design. “It’s a wide-open space, with no barriers,” says Tim. “We use it for group programming, corporate events, and we’re still deciding on how to develop the remaining space. That’s part of the fun. It’s a living, evolving space.”
According to Cusick, his fellow Proponent members would make great use of The Swing, a 10-hole lighted short course designed by Gil Hanse and Beau Welling. “The Swing is open until midnight,” says Cusick. “It’s perfect for evening instruction, beginner golf or just decompressing after a long day.”
Even with all the bells and whistles, there are still lessons learned in building a dream facility. “No matter what size facility you have, there’s never enough storage,” he comments. “Every square foot costs money, so closets and cabinets feel like a waste at first. But trust me, you’ll want that storage capacity to keep the space clean and clutter-free.”
For Cusick, who has logged time at Pinehurst, worked on the original staff at PGA West and served as Hank Haney’s No. 2 at the Golf Ranch, the role at Frisco is the culmination of a lifetime in golf. “I’ve had a lot of great jobs in my career,” he says. “This one is the icing on the cake.”
