Today’s work on Weekend Golfers didn’t start with a new idea.
It started with a decision to stop adding and start consolidating.
Over time, Weekend Golfers had picked up all the usual layers of an online coaching project: courses, lessons, access rules, plugins, pages, and a vague sense that the next improvement was always just one more step away.
None of it was wrong, but taken together it never quite felt finished.
The question I needed to answer wasn’t what should I build next?
It was what is Weekend Golfers, really?
When things don’t go to plan
Not everything went smoothly.
Partway through the process, a combination of theme issues and configuration problems meant I lost several hours of work and had to restore the site from a backup. It was frustrating, especially after a long stretch of careful progress.
But that disruption turned out to be useful.
Being forced to step back created a clean break. Instead of trying to recreate what I’d just lost, I took the opportunity to reconsider what I was actually trying to build.
I asked myself a simpler question:
If I were starting Weekend Golfers today, from scratch, what would it be?
Choosing consolidation over expansion
The answer wasn’t another programme, funnel, or publishing schedule.
The most valuable thing Weekend Golfers already had was the coaching content itself, material created over many years.
The mistake would have been to keep treating that content as something unfinished or provisional.
So I made a clear decision:
- Treat the existing coaching content as the primary asset
- Consolidate all courses into a single, coherent library
- Stop framing it as something that requires constant updates
- Define it as complete, even if access and pricing still needed work
Once that decision was made, a lot of complexity disappeared almost immediately.
The importance of finishing things
Defining Weekend Golfers as a finished coaching library made other decisions easier.
There would be:
- One access level, not multiple tiers
- One price, set calmly and left alone
- Pages that explain what exists, not what might come later
- Language that describes rather than persuades
I settled on a one-time price of $59, deliberately positioned as an easy, sensible decision, not an “investment” and not a commitment. I didn’t want urgency, discounts, or optimisation games. I wanted clarity.
Removing noise instead of adding polish
Most of the work wasn’t about improving copy or design. It was about removal.
I stripped out:
- Sales-letter language
- “Academy” and “programme” framing
- Lesson-by-lesson value stacking
- Introductions that promised outcomes instead of explaining use
Even the technical friction, plugin conflicts, theme problems, JVZoo compliance requirements, reinforced the same lesson.
Complexity accumulates very easily if it isn’t checked.
Progress, in this case, came from subtraction.
What exists now
At the end of the process, Weekend Golfers is simpler and stronger.
It is:
- A single coaching library
- Over 130 videos across 9 courses
- One access level, one price, clear expectations
- No pressure to “keep up” or “complete” anything
It’s designed to be returned to when needed, ignored when not, and used over time without ceremony.
Why this matters
inishing something properly is rare in online projects.
There’s always a temptation to keep refining, expanding, launching, or optimising.
But restraint has its own value. A calm, complete resource can serve people for years without needing to justify itself every month.
That’s what Weekend Golfers is now.
And for the first time in a long while, it genuinely feels done.
