IN THE NEWS

"In the commercialized world of sports, even the old school, gentlemen's game of golf can be mass-produced, mass marketed and given the inevitable dose of technology. The Cicero Golf Shop, 8457 Brewerton Road, has resisted that notion for a quarter of a century- and is still hitting well below par.'You'll never find another golf shop quite like this', said owner/operator Chuck Jonick. 'Find another place that lets you take a driver out to your course, test it out, and then bring it back, hassle free... We're all about good people, fair prices and trying before buying.' Indeed that's the type of customer service, who's been in business for over 25 years, has embraced to survive in the fiercely competitive world of golf. On a normal day, Jonick paces briskly around his shop, calling everyone by first name, and letting a dozen worry-free customers grab a few three woods to try out at the next day's tournament. He does this while taking inventory and hanging out in the backyard driving range giving group group and individual lessons- all without putting a major divot in the normal man's pockets. 'It's something you have to do. You have to put the customer first, always,' Jonick said. 'It's not always easy, but you have to do it, otherwise they'll go to the chain stores just down the road.' Though he doesn't openly embrace the new technological wizardry on the golf scene right now- shot calculating screens, computerized swing models, etc,- Jonick does carry the top names in golf: Nike, Ping, and Taylor Made. Jonick abides wholeheartedly to two famous but simple lines that have remained true in his experience as a businessman and golfer. 'Keep it simple,' referring to the short, minimum backstroke swing Jonick teaches, and 'Never stop learning,' which refers to the never-quite-there learning curve. 'There are people in business who never start learning,' Jonick said. 'And they don't always make it.' Jonick said he may not be able to keep any and everything in stock, which is difficult for sizing reasons, but he will always order any product a customer needs, and at a price that even the big guys won't be able to offer. 'We offer the lowest prices,' Jonick said. 'And that includes custom fitting!' Jonick's road to running a reputable business and giving reputable golf lessons stem from a love for the game itself. 'I worked at a golf shop, became an assistant 

professional and the rest is history,' he said. Jonick said he gets a strong stream of business from a far North as Canada and the Mohawk Valley region too. He said he has his staff to thank for the good word of mouth. 'This is not a one-man operation,' he said. 'In here, there is no BS, because in this business- you better know what you're doing.'"

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-The Eagle Newspapers