What drives someone to become a franchisee? The reasons people give for choosing franchise ownership are as varied as the people - and the franchises - themselves.

Some are seeking escape from the corporate rat race. Some are looking for a way to claim greater control over their lives. Some are simply searching for a way to make more money. For Brian Linder, "It was the spirit of becoming an entrepreneur that drove me to begin doing research on opening my own business in College Station, Texas."

A high school coach and educator for the nine years preceding the start of the entrepreneurial phase of his life, Linder is now the proud owner of a Golf Etc. franchise. He sees franchising as the path to a better life not just for him, but for his wife of 15 years and their three children, as well.

"I researched different business opportunities that would fit in our community about a year prior to committing to Golf Etc.," he relates. "The only limitation I put on that search was location. My wife and I did not want to relocate to another town; we wanted to find something we’d be able to open right here that was likely to thrive in College Station."

After deciding that a golf retail business was needed in their town, Linder began researching all the franchise opportunities available in that segment. He used The Franchise Handbook Web site, www.FranchiseHandbook.com, to review different franchise opportunities and, later, to retrieve information on the Golf Etc. franchise.

"I chose the franchise option because of the support that a franchise offers," he says. "I had never owned a business and had absolutely no experience in running a business before this. I had never even worked in a retail setting prior to starting this venture."

Linder says that the knowledge and support Golf Etc. offered was critical in helping him make his decision, and that it has played an equally important role in the success of his business.

"The guidance and the turn-key system the franchisor provided took the headlight out of this deer’s eyes," he quips. "When you are taking a financial leap of faith of this magnitude, it is comforting to have a support staff on hand to talk through any problems."

Looking back, Linder remarks that it would be easy for him to open an independent business today, but it has taken him seven years to accumulate the knowledge and experience that would make that possible. "The franchise option made it easy for me to learn about the golf retail business without having any experience," he admits.

To his credit, Linder did a lot of things right in conducting his franchise search, and that due diligence surely has played a role in the initial and ongoing success of his business.

"I used the Web to do a lot of research on the different franchise opportunities," he recalls. "After the initial franchise research, I contacted all of the different golf franchises, and they sent me information on their particular systems. After the research, I felt that Golf Etc. was the best fit for me."

Golf Etc. of America has what is sometimes called "business mojo," and it comes from an eclectic combination of ingredients, says Shane Hunt, president and CEO of the franchised golf retail store chain, which has about 70 outlets nationwide. At its root is the successful melding of high-touch and high-tech.

"What is unique about our strategy is the compilation of factors that come together to create the atmosphere of our stores," Hunt says. "We spend a lot of time designing the stores. Nothing is subcontracted, a lot of the elements are handmade here in Texas, and others are brought in from around the world."

The result, he says, is a setting that has the look and feel of a high-end country store - warm, inviting, comfortable and fun to visit. "Most of the time you will find the highest level of personal service in a small country store, and that’s the atmosphere we create. It’s very intimate. Most of the stores are only about 3,500 square feet and they’re all owner-operated."

Along with golf clubs, balls and attire, the merchandise mix includes a quirky assortment of decorative and gift items, including accessories, prints, paintings and novelties, which enhance the setting’s country store atmosphere. As a result, the stores attract all types of shoppers, from grandparents to juniors, Hunt says, and people tend to spend a lot of time in the store once they get there.

At the same time, Golf Etc. stores sport the absolute latest in golf technology, from state-of-the-art club-fitting systems to launch monitors to swing analysis computers. The majority of the stores also have a PGA pro involved in the club-fitting process.

Hunt is aware of the mojo his business formula creates and is intent on nurturing it. "I want to maintain this special thing we’ve made, and we are constantly looking at innovation to fine-tune the formula," he says. "Part of it looks nostalgic, but we’re pushing the envelope on technology. If people can have a better experience in the store, they spend more."

Linder connected with the business mojo he found at the franchisor. "I chose Golf Etc. in part because of the emphasis on custom-fitting golf clubs," he says. "The design of the stores and the atmosphere they provided was also a positive factor in my decision." That combination proved to be a serendipitous one in a key aspect for Linder: It had strong appeal in the local market where he wanted to remain.

The franchise fees charged by Golf Etc. relative to its competitors lent additional weight to Linder’s decision. "I wanted to grow the business, and I liked the idea of a flat fee based upon the store’s square footage,” he says. “It appealed to me more than paying a percentage of monthly sales. It was more of an incentive for me to increase my gross sales and continue to expand my business."

Linder likes many things about being the owner of a franchise business, especially the feeling of belonging to something larger. "I like being able to call other franchisees and discuss what is selling and not selling, shooting creative ideas back and forth with each other and discussing marketing, promotion and merchandising ideas," he says. "It is nice to be able to talk to other owners who are waging the same daily battles as I am."

Asked what he thinks is the most important thing prospective franchisees need to keep in mind when conducting their own franchise search, Linder doesn’t hesitate. “Research and collect plenty of data on the particular franchise,” he emphasizes. “Talk to the existing franchise owners about the pros and cons of running their business and the kind of support they receive from their franchisor.

"Sometimes, when you get excited about the prospect of opening a business, it can be too easy for you to ignore the negatives," he adds. "The negative aspects seem to become white noise because are so eager to start your business. Having all the facts will help you through the early struggles and eliminate some frustrations.

In his own case, Linder has no doubts that he made the right decision. "My franchisor provides a high level of support for its franchisees, if you want it," he says. "It provides excellent training opportunities, point-of-purchase materials and vendor deals. I have been very pleased with the support Golf Etc. has provided for me."

Linder says his ultimate goal is "to provide the highest level and customer satisfaction while providing a stable income for my family," and he is well on his way towards achieving it.

If he had to do it all over again, he wouldn’t change a thing, he says, with one minor exception. "Having more working capital would have made it easier to get through the tough months in the beginning," he allows. "There’s no such thing as having too much capital, especially during the start-up phase of a new business."

As anyone who’s ever gone through the roller-coaster ride of engineering a business startup, be it a franchise or an independent venture, can attest, Linder’s advice is right on the money - both figuratively and literally.