Swanston Golf Academy — Master Plan — Part I

Over the past year, we’ve been quietly building something bigger than lessons. This is our long-term vision for the future of golf coaching at Swanston.

Executive Summary

Golf is changing.
How people learn is changing.
What players expect from coaching is changing.

Most academies are still built for a world that no longer exists:

• fragmented systems

• unclear pathways

• one-off lessons with no structure

• progress that feels random

At Swanston Golf Academy, we are building something different.

Our mission is clear:

Make great golf coaching accessible to everyone.

Not just the talented.
Not just the confident.
Not just those who already “belong.”

Beginner, junior, returning golfer, or developing player — everyone deserves:

• clarity

• structure

• modern tools

• a visible pathway to progress

Our North Star is simple:

Helping every player access golfing excellence.

This is not about creating more lessons.
It is about building a complete learning environment.

One that works in real Scottish weather.
With real families.
With real time constraints.
With real beginners who feel nervous to start.

Swanston is uniquely placed to lead this shift:

• a public-facing range

• a growing junior base

• a community club

• beginners walking past us every day

We sit at the front door of the game.

If we do this well, Swanston becomes the place where:

• beginners feel safe to start

• juniors see a future

• parents understand the journey

• progress becomes visible

• coaching feels modern and human

• golf stops feeling intimidating

Why Now?

The old model is breaking:

• players are overwhelmed by information

• juniors drop out through lack of structure

• parents don’t understand the pathway

• coaches burn out chasing hours

• clubs struggle to modernise

If academies don’t change, golf becomes:

• harder to enter

• harder to retain

• harder to sustain

This is not a future problem.
It is already happening.

The next generation will not tolerate:

• friction

• confusion

• outdated systems

• opaque progress

We either evolve — or become irrelevant.

Swanston will lead.

Our Mission

Make great golf coaching accessible to everyone.

Not elite-only.
Not confusing.
Not locked behind tradition.

Clear pathways.
Modern systems.
Human coaching.
Visible progress.

Our purpose is simple:

Help every player access golfing excellence.

Everything that follows in this Master Plan exists to make that real.

A. Modernise Coaching at Its Foundation

1. Transition to CoachNow Academy

CoachNow becomes the digital home of the Swanston learning experience.

It unifies:

• lesson videos

• progress timelines

• communication

• practice tasks

• bookings

in one place — giving every golfer a clear, continuous journey of improvement.

No more scattered messages.
No more forgotten notes.
No more “what should I practice?”

Every player can see their progress and understand their path forward.

This is how great coaching becomes accessible.

2. Build a Modern, Bitcoin-Powered Payment System

We will introduce Bitcoin payments through Zaprite, enabling peer-to-peer, self-custodied transactions directly into secure cold storage.

This strengthens the Academy against inflation, creates long-term resilience, and allows us to keep coaching more affordable.

Golfers who choose to pay in Bitcoin receive discounted rates, reflecting:

• lower fees

• higher efficiency

• long-term sustainability

A portion of our Bitcoin treasury will support a junior development fund — ensuring future generations can access great coaching regardless of background.

B. Create Clear, Powerful Pathways into Golf

3. Expand Play 9 – Score 36

Golf should feel simple, achievable, and measurable.

Play 9 – Score 36 becomes Scotland’s most effective beginner pathway — helping new golfers experience early success and build confidence from day one.

It removes intimidation.
It replaces guesswork with progress.
It turns “I can’t” into “I can.”

This is how beginners access golfing excellence.

4. Transition All Junior Coaching into Play 9 – Score 36

All junior coaching aligns with Play 9 – Score 36.

Every child has:

• a clear pathway

• measurable levels

• visible milestones

Parents understand the journey.
Juniors stay motivated.
Progress becomes tangible.

This is how excellence becomes understandable and achievable for young players.

C. Build a Smarter, More Supportive Coaching System

5. Strengthen Systems & Operations

One booking system.
Unified calendars.
Consistent communication.

A background environment that “just works” — so players can focus on learning, not logistics.

Access is not just about price.
It is about removing friction.

6. Integrate AI to Enhance Clarity

AI will help create:

• simple lesson summaries

• personalised practice plans

• clearer follow-up

AI does not replace the coach.
It amplifies understanding and makes learning easier to act on.

7. Implement Practice Thinker

Practice should never be guesswork.

Through structured tasks linked to lesson goals, Practice Thinker helps golfers train with intention and progress faster than ever.

Every player knows:

• what to practice

• why it matters

• how it connects to improvement

8. Introduce Strokes Gained & Shot Tracking

We will partner with a leading shot-tracking brand to bring strokes gained into everyday coaching.

Golfers will:

• understand where they gain and lose shots

• connect on-course performance to lessons

• prioritise what actually matters

Improvement becomes measurable in the same way elite players improve.

D. Make World-Class Technology Understandable

9. TrackMan Education

Simple videos explain:

• ball flight

• key numbers

• what actually matters

TrackMan becomes a learning tool — not a mystery.

10. Swing Catalyst Education

Pressure movement, balance, and contact become visual, intuitive, and easy to apply.

11. HackMotion Education

Golfers learn how wrist motion affects:

• strike

• launch

• control

Complex ideas become practical skills.

E. Build a Complete Learning Ecosystem

12. Modern Onboarding

Every golfer and parent begins with clarity:

• how lessons work

• how to use CoachNow

• how to practice with purpose

• how technology supports learning

• how progression happens

Clarity builds confidence.
Confidence builds commitment.

13. A Learning-Led Content Strategy

Consistent educational content across:

• YouTube

• Instagram

• the website

Including:

• beginner series

• Play 9 – Score 36 highlights

• junior development

• women’s golf

• practice ideas

• long-form lessons

Education becomes accessible — anywhere.

14. A Coaching Culture Built for Growth

We build an environment where:

• learning feels clear

• players feel supported

• coaches work together

• long-term improvement comes first

This is not about intensity.
It is about consistency.

What This Means for Swanston

This Master Plan means:

• Every system we build must make coaching clearer and more accessible
• Every programme must create a visible pathway forward
• Every tool must reduce confusion, not add complexity
• Every coach operates inside a shared system, not in isolation
• Every decision is filtered through one question:
“Does this help more people access golfing excellence?”

This is not a marketing document.
It is the operating direction of the Academy.

If something does not move us toward this future, we do not build it.

Closing Statement

This Master Plan is more than a roadmap.
It is a commitment.

A commitment to:

• our players

• our coaches

• the future of golf

A commitment to make great golf coaching accessible.

A commitment to build pathways that anyone — beginner, junior, or developing player — can follow with confidence.

A commitment to use innovation in service of people.

A commitment to help every player access golfing excellence.

The future of golf coaching is changing.
And Swanston Golf Academy is proud to lead the way.