Most in the golf industry know Derek James as one of the country’s finest golf instructors. Less widely known is his impressive career as a player.

As an amateur, James wore the Springbok colours five times and held his own against the world’s best at three British Amateurs. After turning pro, he claimed victory at the 1994 Tournament Players Championship in Canada and went toe-to-toe with Ernie Els at the 1992 South African Open, where he ended up finishing second. He also won three tournaments in the US and eight on the South African Winter Tour.

For the past 28 years, James has been the golf director at Southbroom Golf Club alongside his wife and “superwoman” Sheena, who runs the pro shop. He continues to impact the game through his work with Tour professionals and weekend warriors.

Congratulations on winning the 2024 PGA Professional of the Year award. What does this recognition mean to you, especially as it’s the third time you’ve won it?

First of all, winning the award is exciting, and humbling. I feel honoured because many PGA members also deserve this trophy and recognition. I think it’s a fantastic award, not just for me, but because every year it’s handed out to somebody who’s done an exceptional job. It’s so nice to be recognised by your peers, and it’s just a wonderful, wonderful award that I cherish big time and enjoy.

What aspects of Southbroom Golf Club and the community have kept you passionate about your role there for so long?

After 28 years at Southbroom, what keeps me passionate is seeing the joy in my customers and students when they improve their game. Every day is different, every customer is different, and seeing the smiles on their faces is magic. Working with my team – my wife Sheena and assistants Dane and Beauty – to run an exciting shop and help players enhance their skills makes every day rewarding too.

What are the most significant changes you’ve observed in coaching?

Technology has been the biggest change, and it’s happened quickly. Some of it is good, some not so good. A lot of people try to learn through YouTube, but I believe it doesn’t work – you might get the odd good tip, but you need a PGA professional to help you do it right and learn the proper drills. On Tour, you see the pros using technology on the practice tee, measuring ball spin, flight, height and clubface speed. But you know, Ben Hogan, probably the greatest ball striker of all time, never had any of that. He could tell you exactly how every shot turned and flew by feel and sound. Beyond technology, the players have changed. The youngsters are fitter and stronger than ever – they’re proper athletes. The level of professionalism has grown tremendously compared to the old days.

What do you believe are the key factors for golf clubs to attract and retain a diverse membership base?

We want to attract people who aren’t just golfers. They come to the club and enjoy the social life, sometimes trying golf as part of that. At Southbroom, we’ve introduced a virtual type of membership that’s cheaper with limited golf, but members get 10% off food, drinks and pro shop items. We’re also adding padel courts. It’s about creating an all-round diverse membership where people might be bowlers, walkers or social members who enjoy the benefits of belonging to the club.

How do you make your coaching sessions engaging and enjoyable for players of various skill levels?

The biggest thing is to create little wins. I don’t give people 10-15 things to do – I keep it to less than five changes, and when they fix those, we move on to another few. Too much information isn’t good. I make my lessons fun and get students to laugh because if they’re relaxed, they learn better. They need to understand that they won’t play great immediately, but they will play better than they did before the lesson. It’s about those small wins and keeping it simple.

What’s the most valuable piece of advice you’ve received? And what advice would you give to aspiring PGA professionals and golf directors?

My advice to young PGA professionals is: if you’re asked to go a yard, go two yards. Do more than is asked of you. Create a situation where you’re needed and become the most knowledgeable person at the club – about rules, greenkeeping, marketing... everything. It should be almost like they can’t carry on without you. If you can create a situation like that, you’re winning. The most valuable advice I’ve received is to think before you speak. Even if it means waiting to respond, you’re dealing with people, and people can be difficult. Some are impossible to please. So then you deal with them delicately. Don’t just blurt something out. Take your time to think about what you want to say.

What do you see as the biggest challenges and opportunities for the industry in the next decade?

The biggest opportunities are in getting golf clubs involved with schools and making golf an official school sport. We need to get students playing early, when they’re around nine or 10. The challenge is getting more golfers from all backgrounds playing and making it sustainable after they leave school. Parents need to be involved too. Even if they don’t play, they can caddie for their kids. It’s about making golf fun and accessible. More players, more kids, more fun – that’s the future.

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IMAGES: JUSTIN KLUSENER/SOUTHBROOM GOLF CLUB