Fairwinds Golf Club's
x4 Service Revolution
Travis Busch
Head Golf Professional
A Hospitality Driven Turnaround
Nestled in the coastal beauty of Nanoose Bay, British Columbia, Fairwinds Golf Club has always impressed with its world-class design, stunning ocean views, and lush forests. Designed by renowned architect Les Furber and part of a broader luxury lifestyle community, Fairwinds had the potential to be a premier golf destination. But by early 2024, leadership realized that something was holding them back: inconsistent service.
New Member Sales
Retail Revenue
The Hidden Challenge
Inconsistency Undermines Excellence
According to Travis Busch, Head Golf Professional, the club wasn’t failing – it just wasn’t consistently excelling.
“We weren’t necessarily doing things wrong,” Busch explained. “But we weren’t consistently doing them right either. That inconsistency was invisible until the mystery audits.”
Initial 59club mystery shopper audits revealed that while the physical product (course conditions, amenities) exceeded expectations, personal interactions lagged behind. Staff missed opportunities to connect, impress, and create memorable moments. Mystery scores landed at just 53% and 54% – an eye-opener for a club with such a strong foundation.
From Discovery to Transformation
Fairwinds’ leadership made a bold move: they enrolled fully into the 59club Mentorship Platform for the 2025 season. What followed was a complete cultural transformation, grounded in hospitality-first principles and powered by expert performance insights.
A complete cultural transformation
Improved opportunities to connect and impress
An increase in loyalty & revenue
Seeing the Full Picture
59club’s audit process didn’t just critique – it illuminated. Managers were given clear, data-backed feedback that pinpointed exactly where guest experiences were falling short and, more importantly, how to fix it.
Building a Communication Culture
Training placed heavy emphasis on verbal engagement, tone, body language, and empathy – the building blocks of a great guest experience. Small changes delivered big emotional returns.
Training That Empowers
Through structured, scenario-based training modules, staff were empowered with the tools, language, and confidence to deliver consistent, warm, and proactive service. What had once been left to chance was now driven by clear expectations and best-in-class standards.
“The lightbulb moment came when our team realized they weren’t underperforming due to a lack of care – it was a lack of training, standards, and clear expectations,” said Busch.
A Shared Purpose Across Departments
As training progressed, a once-fragmented team became a united force. Whether in the pro shop, on the course, or at the practice range, everyone began working toward one shared goal: guest excellence.
“...the inconsistency was invisible until the mystery audits.”
Travis Busch
Head Golf Professional
A Stunning Shift in Just Months
The numbers speak for themselves. By May 29, 2025 – just months into the 59club program – Fairwinds had recorded historic improvements:
|
2024 YTD (May 29) |
2025 YTD (May 29) |
% Change |
|
|
New Member Sales |
6 |
32 |
+433% |
|
Retail Revenue |
$50,828 |
$94,398 |
+86% |
And these gains came without adding staff – proving that smarter training and aligned culture can unlock incredible performance without increasing overhead.
A Team Transformed
“The in-depth testing process clearly identified areas for improvement, and the 59club training platform quickly educated our staff,” said Busch. “Fairwinds was fun to work at before – but now the team is seeing the reward of passing that fun, welcoming atmosphere on to our guests.”
The Blueprint for Clubs
Fairwinds Golf Club is now well on its way to achieving its next goal: a 75% mystery shopper score by the end of 2025. But even now, one truth is already clear:
When service becomes everyone’s responsibility – and when a team is empowered with the right tools, insights, and mentorship – excellence isn’t the exception, it becomes the standard.
Fairwinds’ story is more than a turnaround; it’s a model for every golf club or leisure venue looking to elevate performance, boost revenues, and inspire their teams.
If your club is ready to make service excellence a competitive advantage, don’t settle for guesswork. Partner with the best. Partner with 59club.
About Fairwinds Golf Club
Fairwinds Golf Club is a year-round 18-hole course on a scenic peninsula along Vancouver Island’s east coast.
Read this article in Issue 4 of our 59club Insights digital magazine here
Powered by deep CX insights, cutting-edge tech, and a global team of experts, we deliver hands-on support and real partnership that drives results — every step of the way.
Schedule a demo >>>
