By Raymond P. Trottier, DC

The game of golf is perhaps more popular now than ever. About 1,000,000 new golfers annually join the ranks of the nearly 27,000,000 who are already playing. However, many of the recreation golfers, both male and female, young and old, do not understand that golf is an athletic game.

As a result, there is a significant economic potential for chiropractic as a profession to become involved in a variety of areas to help patients who play golf to condition themselves for the game, while at the same time reducing their potential for injury.

Dr. Arthur Pappas, chairman of the Department of Orthopedics and Physical Rehabilitation at the University of Massachusetts Medical Center, in Worcester, Mass., said: “Golfers should participate in flexibility and strengthening programs for the spine, back, and legs before going out on the course. Professional golfers not only do this during the season, but in the off-season.” He added: “Many problems can be eliminated by preparing for the golf season. Sometimes golfers get help from therapists for strength and flexibility, and from golf pros for the mechanics of the golf swing. However, at some point, the two have to be brought together.”

According to an article in the American Journal of Sports Medicine, at any given time, as many as 30% of all professional golfers are playing injured. It is true that professionals are at greater risk for repetitive-type injuries, but imagine how many amateur and recreational golfers must suffer from pain while playing, prior to an acute injury. Unfortunately, pain in recreational golfers is primarily a result of deconditioning and overuse of inflexible bodies.

Become the ‘Golf Doc’
Currently, it’s likely that an average of 20% to 25% of your patients play golf. This gives you an inherent built-in market you can tap. Treating these patients for golf-related injuries and pain is one phase of care, but moving patients into a conditioning program can give your practice a substantial boost. You can also use your focus on the golf market as a new patient recruitment and retention tool.

It helps if you are a golfer yourself; however, it is not absolutely necessary. Working in cooperation with golf course teaching professionals is the best approach. You can offer educational, how-to seminars to patients and prospective patients that focus on conditioning for the game and the importance of preventing injuries. The focus of the golf professional is to discuss swing mechanics and basics; at your workshops, you can discuss reasons why the golfer’s body may not be able to perform what is attempting to be accomplished. And of course, you can explain how chiropractic care can help.

Your seminars can also include instruction on a simple and generic exercise program that patients can do at home. Once you have established your expertise in golf conditioning in your area, the serious player will recognize you as the “golf doc,” and will seek you out for a one-on-one consultation.

In addition to shorter seminars at golf courses or your office, you can consider putting on weekend golf educational seminars for hotels and resort/recreational areas. Offer your services as a golf conditioning expert, and work in conjunction with golf program directors. This program can work well in just about any region.

Developing a relationship with local golf teaching professionals remains the most important marketing tool for golf conditioning, since they can be a steady source of referrals, providing you prove to them that your conditioning program can enhance the performance of their students.

Do Something
It’s important to develop an educational program that you can present just about anywhere. Experience has shown that using overhead transparencies keeps you on track when teaching, and the purchase of technical equipment can be a great investment in the long-run. A collapsible 3M overhead projector works well. Computers add a professional touch to your program, or LCD multi-media programs. We use Microsoft Publisher and Word to create our seminar format. You can also consider using a laptop computer and projector to give Microsoft PowerPoint presentations.

A major topic for your program should be the two main types of golf swings, the older classic and newer modern, which will bring you into the X-factor or stress that is potentially placed on the spine. Another topic to include is the so-called natural swing, developed by Moe Norman; magnets and copper bracelets - how they do or do not help; and how the capricious overuse of NSAIDs may affect the body.

You can also briefly touch on nutrition and its importance; but remember, you won’t have an unlimited amount of time to speak, and you should stick to golf as much as possible, since that is the main purpose of your program.

It’s important to educate golf players about the importance of proper conditioning. In the book “The Spine and Golf,” by Valerie Vanderlaan, PA-C, and Robert Gaines, Jr., MD, FACS, they state: “The better golfer’s rhythmic swing minimizes muscular effort, disc, facet-loading and muscle-tearing. The weekend golfers subject their backs to higher loads, greater muscular effort, higher disc pressures and have less endurance. Thus, acute back injuries occur much more commonly in the weekend player.” This information places the chiropractor in a perfect position to capitalize on this national problem.

Getting Started
Educating golfers in your area so they understand how the chiropractor can help them play better golf will certainly be your biggest challenge. However, with time, patience, and perseverance, you can enjoy an excellent ancillary revenue stream that is also extremely rewarding.

Make sure you educate yourself regarding the game of golf: history; equipment; teachers; venues; PGA; LPGA; USGA. Become familiar with the famous touring pros’ past and present, and the newcomers.

Purchase a few of the numerous books on golf to understand the basic golf swing. Once you feel comfortable, begin marketing yourself in the community. Research local and statewide golf publications, such as newspapers or magazines. Put together an article or articles on golf conditioning; contact the sports editor(s) of local daily or weekly newspapers to see if they are interested in publishing your work. Simply ask that your name and contact information be included along with the article.
The local health club or exercise gym usually will sponsor educational programs. Volunteer your services and develop a one-hour spring “tune-up” program for the gym’s patrons, and/or for your patients who play golf.

Offering conditioning specials can be an effective marketing tool. Say your standard fee for the evaluation of golfers is $250. Offer a special “Golf Season Tune-up” for $89. This program has proved to be extremely successful, resulting in a happier, safer, and often pain-free golf season.

Radio and newspaper advertising should come later, as you develop your expertise and confidence working with the golfing public. Seasonal advertising in the local paper’s sports section can be an effective way to get the word out. A two-column, 4- by 6-inch display ad is a good place to start.

Senior golfers may be especially interested in your program, because as we age, our balance ability will decrease, mainly due to the ongoing loss of proprioceptive integrity between brain and tissue cell. We also know that the muscle mass decreases, mainly due to decreased activity rather than from aging.

Here’s the good news, according to David R. Pearson, Ph.D., CSCS, director of the Human Performance Laboratory at Ball State University: “Muscle mass in the elderly is diminished from inactivity, but it will respond very quickly to a weight-training program.”

Keep It Simple
Part of our job as chiropractors treating golfers is helping the recreational golfing public to understand that the golf swing is not benign, but is athletic. They also need to know that conditioning is very important - not only to help them play better, but to decrease the potential of injury.

Many recreational golfers play sporadically, without proper warm-up, and generally exhibit swing mechanics that have much room for improvement. We also must remind them that the risk of injury increases with age.

Whether you’re treating PGA professionals or weekend golfers, a focus on golf conditioning can be extremely rewarding. It’s also a great way to build your practice without many of the traditional managed-care headaches, since many golfers are willing to spend their discretionary income on improving their golf game.

No matter what, don’t forget to have fun, and be sure to keep things simple. You will have more compliance. If your patients don’t comply, they will not change or improve. Simplicity begets complicity.

Basics to Help You Get Into the Swing of Things
There are a few specifics about golf and golfers that are important to keep in mind. Understanding these basics will help your patients play the best golf possible, based on their ability, desire, and habits, and with fewer injuries.

The basics include:

• Golf is not a maximum-effort sport.

• Golf is a maximum-ability sport.

• There are three basic types of players: hackers, average, and pros: Know the difference. In addition, all have different playing skills within their types.

• The golfer should understand that the main basics of a successful swing are static; for example, stance, foot position, ball position, grip, grip pressure, weight distribution, balance, and alignment.

• The three major causes of most injuries while playing golf are de-conditioning, lack of proper flexibility, and improper swing mechanics.

• You want to help maximize players’ performance while conserving energy.

Dr. Trottier is CEO and developer of the Back to Basics Golf Academy. Dr. Trottier and Dr. John Danchik teach chiropractors how to build golf conditioning programs, with their 12-hour continuing education seminar, co-sponsored by New York Chiropractic College’s continuing education department: “Enhancing Golf Performance: A Physical Chiropractic Perspective.” You can contact Dr. Trottier at 603-279-6348; rtbdybal@worldpath.net, or visit his company’s website at www.backtobasicsgolfacademy.com