About Dennis Shirley

Everyone makes decisions about who will be their friend, who will be their partner, who they will take a call from in the golf business, who they will buy from based on two basic sensations: Pleasure and Pain. If they associate your call with pleasure, you win. A lot of people in the golf industry associate Dennis Shirley with FUN, a constant smile, and a sincere caring about them personally as friends.

Dennis Shirley does not believe his friends in the golf business need to be SOLD. He see his role as being the best person in the golf industry to help them find the best products and services they need to most efficiently operate their firms: he helps them find great new employees for FREE, recommends his vendor network to find specific products they need on a daily basis, he refers them to golf courses that need management help, he let’s them know when a golf course is for sale, Dennis Shirley is their librarian source for up to date golf industry information about what is happening with their peers throughout the country. His database of 28,000 golf-guys has been extremely helpful for his clients and many friends over the years. Dennis works to sincerely help his friends in the golf industry get what “THEY WANT”.

Dennis Shirley has worked extensively in the private club industry for the past twenty years.  Mr. Shirley’s industry experience encompasses all phases of sales, marketing and management; however, he is especially known for his ability to help in the development of a golf related business from the ground up.

Mr. Shirley’s club industry experience began with a degree in Recreation Management from Pittsburg State University in Kansas, which was followed by a five-year tenure in all aspects of public recreation with the Johnson County Park and Recreation District. During the last year of his employment, the Johnson County Park and Recreation District were honored as the number one park and recreation district in America by N.R.P.A.

Mr. Shirley entered the private sector as the regional sales manager for Nautilus Sports/Medical Industry.  During this time he consulted on the start-up and design of over 200 fitness clubs in thirteen mid-western states.   Mr. Shirley was a member of the marketing team that established the brand name “Nautilus” as the best exercise machinery in the world during the late 70’s and early 80’s.

Mr. Shirley’s club management experience has been focused in the start-up and development of five-star private golf and city clubs in the southern United States.  Mr. Shirley served as the first Director of Sales and Marketing and Assistant General Manager of the Four Seasons Resort and Club in Las Colinas, Texas.  This $90 Million resort project was the second Tournament Player’s Course (TPC) developed in the United States and is the home of the Byron Nelson Classic. In 1987, Mr. Shirley was hired by USAA insurance to return to this property as General Manager. He successfully took the club’s finances from a 1.87M dollar loss in 1986 to a $2.6M net operating profit in less than three years.

Mr. Shirley worked directly with the Bass Family of Fort Worth, Texas, to develop a 15M dollar downtown executive City Club.  Mr. Shirley served as the first General Manager of the City Club of Fort Worth project and implemented a targeted marketing program which more than doubled the first year’s membership goals.

With his proven track record in high dollar golf developments, Mr. Shirley was recommended by Tom Weiskopf and Jay Morrish to become President and General Manager of the Harbor Club in Greensboro, Georgia.  Mr. Shirley was instrumental in all stages of design and development of the club’s five-star amenities, including an 18-hole Weiskopf/Morrish golf course that was nominated the “Best New Private Course of 1991” by Golf Digest.  Mr. Shirley also worked with Tom and Jay on the remake of the TPC course at Las Colinas. He also consulted for the owners of Mira Vista Country Club in Fort Worth, Texas.

Following the completion of the Harbor Club start-up, Mr. Shirley teamed up with Byron Nelson and D.A. Wiebring of the PGA tour, to form a golf management company known as Golf Resources in Dallas, TX. Mr. Shirley built the management firm to nine (9) contracts in various parts of the United States. Mr. Shirley had back surgery in 1992 and had to restrict his travel and leave the firm in early 1993. He served a very limited time as General Manager and Chief Operating Officer for Stonebriar Country Club located in Dallas, Texas.

in 1994, Mr. Shirley was named National Sales Manager of Club Card Corporation, a firm that specializes in outsourcing of club billing and later moved into the arena of point of sales solutions for private clubs under the name of ClubTec.  This firm also owns the Private Club Advisor, a business letter for managers, owners, and officers of private clubs.  The Private Club Advisor is read monthly by more than 18,000 paying private club subscribers.

Over the past twenty years, Mr. Shirley has sustained a reputation in the golf industry for being a solution provider for fellow club managers in both member-owned and corporately-managed clubs.  Mr. Shirley has the best Rolodex in the golf industry. His current ACT database is approximately 28,000 golf professionals, general managers and golf management administrators. No one in the golf business has done a better job of networking with the key decision-makers and experts in golf club management.  When they have a golf course for sale, need to reach the right person in a management company, find a replacement for a key employee, find the best product or a specific service provider, or if they need an introduction in the golf business of any kind... they say “ call Dennis”.

Today Mr. Shirley manages his own highend golf telenetworking company with interests in a wide variety of club industry assignments and direct sales opportunities.  His professional relationships have included project specific work and outsourcing services for a variety of companies in the golf club industry. 

Mr. Shirley has spoken at national and regional meetings for the Club Managers Association of America, and at the Crittenden Golf Expo.  He has also been published in the Private Club Advisor, Boardroom Magazine, and the Club Management Magazine.  He also wrote the procedures for the Department of Interior on how to properly handle the registration of recreation participants for a public entity.

With his wife Sandra, Mr. Shirley resides with his wife and their three children in Plano, Texas.  He has been an active member of the Club Managers Association of America and the United States Golf Association.


Dennis Shirley is a successful business associate and since become a personal friend since we met in 1998. I believe all great and lasting relationships begin with trust. Dennis has proven every step of the way he is a man who does what he says and says what he means. In business or life, can there be a higher calling? Dennis has the gift of relationships as well as a proven and comprehensive business background. I am confident that each business and personal relationship that Dennis has will be the beneficiary of his character and experience. I am fortunate to call him my friend.

Daniel H. Brantingham
Restauranteur Division
The Restaurant Company
Richmond, VA