The PGA Professional Magazine - August 2020 by The PGA

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Volume 16 Issue 7 August 2020

WHY WOMEN MEAN BUSINESS ■ How to recruit and coach women golfers ■ How do you market to women? ■ The Female Factor In Retail ■ The R&A Women In Golf Charter

SS21 APPAREL LAUNCHES TO BOOST RETAIL SALES COACHING WITHOUT BORDERS How one international company is leading the way

We join golfers everywhere in saying

THANK YOU to PGA and LPGA professionals, golf course operators, retail partners and the entire golf community for their tireless work in providing golfers with a friendly welcome back to the game, and ensuring that the sport continues to provide a safe, healthy and fun experience during these challenging times. We are grateful for the role you play every day in safeguarding and uplifting the game we all love.

CONTENTS FEATURES

TRAVEL

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UNLOCKING THE FEMALE VALUE WITHIN GOLF Addressing the issues around attracting more women to the game

ASK THE EXPERTS Jon Cheetham and Sarah Wilson

LATEST OFFERS Six amazing venues for your next ladies break

COACHING

MARIA ‘FAST’ FASSI Me and My Golf share some of the insights and techniques gleaned from the world’s top players

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Editor: jane.carter@pga.org.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Antje Derks, Me and My Golf, Golfbreaks.com, Joanne Taylor Photographers: Adobe Stock, Getty Images

INSIDE THE PGA

04 06 58

Production Assistant: Kelly Lewis

ROBERT MAXFIELD This month from The PGA’s Chief Executive

Design: Andrew Beavis

PGA NEWS

PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888

A round up of what’s happening across The PGA and its regions

MEMBERS SPOTLIGHT Rebecca Tully

INTERNATIONAL

GOLFTEC CERTIFIED A global platform for PGA coaching talent

PGA RETAIL

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TRADE NEWS Latest product launches and industry news

PING Q&A

How the company has been helping its retail customers deal with golf’s shutdown

STEERING THOUGH THE COVID CRISIS

Foremost’s high-tech solutions and personal touches have helped Members navigate through golf retail’s return

SPRING INTO LIFE

SS21 apparel launches are sure to put the spring back into your new year retail sales

ATTRACTING MORE WOMEN TO GOLF

MARKETING

CHANGE YOUR MARKETING STRATEGIES TO ATTRACT MORE FEMALE CUSTOMERS

MEMBERSHIP

YOUR BENEFITS

Keeping a close eye on your product ranges is key for any success catering for the female market

Covid-19 has finally meant customer data collection is accepted practice

RECRUITMENT

RETAILING FOR WOMEN

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Engaging, recruiting and retaining new women at your club

#makinggolfhappen

SITUATIONS VACANT

The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2020 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

The Perfect Match

Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfersâ&#x20AC;&#x2122; Association Limited.

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FROM THE CHIEF EXECUTIVE

hilst it has been a rollercoaster of a year so far, as we head into the summer there is a sense that some normality is starting to return to the golf industry. But speaking to industry leaders and Members, caution still seems to be the byword. As more and more people return to work, courses will quieten and already clubs and PGA Members are starting to consider retention of business as we head towards the autumn, winter and potentially a recession. With so many possible scenarios it’s important to take careful steps. The PGA has faced its own difficult decisions and need for caution, not least in the playing of tournaments and pro-ams which I know was a frustration to many. It was important we waited and got

“

and the annual intake of the next generation of Members to our degree courses. Further education has been hard hit by the pandemic and The PGA has launched a very targeted campaign for the recruitment of trainees. This campaign is in response to requests from its Members for more trainees to fill the gaps in the workforce. The campaign #PGADraft2020 – calls on the experiences of The PGA's greatest asset, you The PGA Members, and brings to life the range of career options available. We encourage you to support this campaign and help us inspire the next generation of PGA Professionals by sharing your own story across social media using the hashtags #myPGAstory and #PGADraft2020. The more trainees who enrol, the easier it will be to provide that important pipeline of assistants to firstly support you in your work and then continue the

The PGA Professional can’t do it alone. Golf clubs and the wider industry need to play their part in providing the right environment and experience for women

the official guidance and the restarting of tournaments in England and Scotland has now been communicated to Members. We remain cautious but hopeful that by abiding to the social distancing rules, golf can show once again it a safe, responsible sport. This is particularly important in the Pro-am environment where the safety and confidence of the amateurs players will be paramount. Another difficult decision where it was also important to take careful steps and consider all the consequences, was the postponement of the Ryder Cup. It came as no surprise to many but behind the scenes there were many considerations that had to be agreed by parties both sides of the Atlantic. It is a disappointment to everyone concerned. The Ryder Cup is a unique event which, following Covid-19, would have pushed the game into to the hearts and minds of fans all over the world and ended the season on a high. But safety of the players and fans was paramount, and it was necessary to end the uncertainty so that plans for 2021 could be made. It’s important that we continue to look ahead. Our thoughts are already turning to October

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important role of PGA Professionals worldwide. The role of a PGA Professional continues to offer some wonderful opportunities as evidenced by the monthly spotlights on Members in this magazine. In this issue, we look at the growing importance of encouraging more women to the game at every level. New amateur players, golf club membership, into PGA Membership, to the Boards of golf clubs up and down the country and to the senior ranks of the golf business. The R&A Women In Golf Charter has done a great deal to put a spotlight on the need for the game to change. The PGA look forward to supporting this work further in the coming months. But the PGA Professional can’t do it alone. Golf clubs and the wider industry need to play their part in providing the right environment and experience for women. It will take time but the prize of a more inclusive game, with women and families equally represented, is one worth winning.

Robert Maxfield Chief Executive

NEWS Former PGA South region chairman passes away

First Data extend PGA relationship The PGA and First Data, a global leader in commerce-enabling technology, have strengthened their relationship by extending their partnership status for an additional three years. First Data provide innovative point-of-sale (POS) solutions and services to PGA Members. They power 2,800 transactions per second for more than six million businesses around the world, from start-ups to the world’s largest corporations. By extending the PGA partnership, First Data will continue to process payments and deliver convenient solutions, such as Clover, to golf clubs and establishments across the UK. Clover enables customers to pay using a debit or credit card or via Apple Pay, Google Pay or Samsung Pay, with the option of receiving digital receipts. In addition, new customers will benefit from a card terminal offer price of £1 a month for the first three months with no set up or minimum monthly fees. You can also benefit from up to £150 cash back to assist towards cancellation fees with your current payment provider. Commenting on First Data’s new PGA Partner status, General Manager, Russell Jones, said: “Our long-term partnership has enabled us to provide preferential rates, award-winning payment Clover devices and special offers to PGA Members. Through the partnership, we can continue to help PGA Members and the organisations that the Association supports.” Liam Greasley, PGA Executive Director – Commercial, commented: “The PGA aligns itself with companies who are experts in their field and First Data is a world leader in commerce-enabling technology. “PGA Members will continue to benefit from preferential terms and services offered by First Data and we look forward to working with Russell and his team for another three years.”

The PGA regrets to report the sudden death of Andrew Hall, a former South region chairman who realised his dream of owning a golf club. Andrew was 62 when he passed away, six years after selling Sand Martins Golf Club in Berkshire, a club that was ailing when he was appointed its head PGA Professional in 1994. Twenty-nine years earlier, Andrew completed his PGA training at The Berkshire following a spell at Rotherham Golf Club. He was there for six years before heading to Sand Martins via Blacknest and Blackmoor Golf Clubs. Andrew was rewarded with a share of the business having helped reverse the club's fortunes and he ending up buying it. Despite the demands of running a club, Andrew served on regional PGA Committees and became PGA South chairman.

MacRae shines in Rose Ladies Series Heather MacRae demonstrated she can mix it with the very best after finishing in a tie for second place in the fourth Rose Ladies Series event at JCB Golf and Country Club. Debutant MacRae shone in the company of major winners and Solheim Cup players in a field that featured the likes of 2018 Georgia Hall and Charley Hull. MacRae finished in a tie for second behind England’s Gabriella Cowley in Staffordshire. “It was really nice to have a good result in such a strong field,” admitted MacRae. “It’s difficult to know what to expect after such a long break. “It’s been a very strange couple of years with not a lot of golf being played, so I just absolutely love it when I get the chance to compete. “I am playing golf almost every day just now. I’m doing a lot of on course lessons at Muckhart Golf Club at the moment. It’s very different to competing but at least I’m out there playing and helping others.”

British Golf Show set for October The organisers of the 2020 British Golf Show are planning ahead with the staging of the event set for October 2-3 at Wycombe Air Park, Buckinghamshire. The British Golf Show, which is being supported by The PGA, will provide the perfect platform to connect golf brands and customers, whilst also offering a packed day out of attractions. With visitor and exhibitor welfare in mind, a new operational plan will be in place. This will be released in the run up to the show and will adhere to the latest UK Government guidelines. British Golf Show Managing Director, Alex Ayling, commented: "Due to the previous lockdown restrictions, there has been huge demand for golf since the game returned. “We understand there is a great appetite for the British Golf Show this year, not only for our valuable customers and their respective businesses but also for the UK golf population. We look forward to welcoming all attendees to the show.” For more information visit www.britishgolfshow.co.uk.

August 2020

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NEWS

A return to Roganstown

Assistants heads to Oakmere Golf Club Oakmere Golf Club will host the eagerly anticipated Coca Cola PGA Assistants’ Championship when the Association’s national tournament schedule resumes this month. The tournament, which this year carries a prize fund of £27,975 with the winner taking home £5,000, will be played at the Nottingham venue from September 23-25. A qualifying round played at Oakmere on September 21 will help determine the 120-strong field who will compete across three rounds in a strokeplay format. Daryl St John Jones, Director of Golf at Oakmere, commented: “Hosting the Coca Cola PGA Assistants’ Championship is the culmination of six year’s hard work. We have six PGA Professionals and Assistants who make up the team in the shop at Oakmere Park and they are really excited to be part of this transformation and to host this Championship.” The announcement comes as welcome news at Oakmere following significant course re-developments over the past five years. Charles Hine, Head of National Tournaments at The PGA, added: “The improvements made at Oakmere in recent years have made it one of the ‘must play’ venues in Nottinghamshire, and I’m certain it will prove a very popular venue for PGA Assistants in September."

PGA pros give NHS funds a £10k boost More than 90 PGA Professionals have played their part in raising £10,000 as a ‘thank you’ to the NHS for its efforts in combating the coronavirus pandemic. The cash was generated by a fundraising tournament - the NHS London Open 2020 – staged at West Essex Golf Club, Chingford, and organised by The PGA’s East and South regions. Many of the participants, vying for a share of the enhanced £9,350 prize fund on offer on the day which was supported by The PGA, were playing their first competitive event following lockdown. PGA South pair Paul Nessling and Richard Wallis showed few signs of being ring rusty, however. They finished tied-first on 39 Stableford points to each take home £1,000-plus.

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The Irish PGA Championship will return to Roganstown Hotel and Golf Course, Dublin, with the 110th staging of the tournament taking place at the beginning of September. A Pro-Am will be held on August 31 followed by the three-day 54-hole championship starting on September 1. Roganstown Hotel and Golf Course was founded in 2004 and is located in the picturesque grounds in Swords, North Dublin. The venue’s 18-hole championship course was designed by Christy O’Connor Jnr and has already staged a number of PGA events, including the Southern Branch Championship and the Irish PGA Championship back in 2013. Ian McGuinness, Managing Director at Roganstown Hotel and Golf Course, commented: “It’s an honour and a privilege to be staging the Irish PGA Championship once again. The members at Roganstown were very supportive when the Championship was last staged here in 2013. “When Christy O’Connor designed the course it was with the intention that it would be a layout to suit all types of amateurs, as well as professionals, with options on tee-markers bringing into play the location of all bunker features for all level of competitors. “There are big spacious greens to USGA specification with multiple options on pin positions and since opening now provide subtle breaks on all green surfaces.” The Irish PGA Championship is one of The PGA's oldest tournaments dating back more than a century to 1907. A long list of legendary Irish golfers have been crowned winners, including Harry Bradshaw, Des Smyth and Ryder Cup captains Darren Clarke, Paul McGinley and six-time winner Padraig Harrington. Michael McCumiskey, PGA Regional Manager (Ireland), added: “Roganstown was a hugely popular venue for this event back in 2013 and we’re looking forward to working with Ian and his team this time around on hosting another hugely successful event.”

Are you up for the Challenge? Competitors in this year's grand final of the popular SkyCaddie PGA ProCaptain Challenge will tackle one of golf's most iconic courses and four-time Ryder Cup stage, the Brabazon at The Belfry. The grand final will be contested by 14 pairs comprisng of a PGA Professional and their club captain from October 12-14. They will have booked their places in the showpiece final by being the top to leading pairs in qualifying tournaments staged in each of The PGA's seven regions. As well as enjoying the fine facilities that The Belfry Hotel & Resort has to offer, the 14-team pro finalists will be competing for an exciting £22,000 prize fund. Commenting on moving the event to The Belfry, Charles Hine, PGA Head of National Tournaments, said: "Captains and pros alike will get to follow in the footsteps of Ryder Cup stars and we looking forward to welcoming finalists in October." Secure your club’s entry now to participate in this prestigious tournament at one of seven regional finals below. 19th August – Royal Ascot 7th September – Roganstown 10th September – Huddersfield 14th September – Royal Norwich 24th September – Bowood Hotel, Spa & Golf Resort 24th September - Stirling 2nd October – Coxmoor

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NEWS ON THE MOVE The latest PGA Member appointments across the UK, Ireland and overseas. After almost three decades at East Horton Golf Club, Miles Harding has opted for a change of scenery. The 52-year-old, who has been based at East Horton since 1992, has joined Southwick Park Golf as a teaching professional. Also in the South region, Louis Savill leaves Tandridge Golf Club after six years to become an assistant professional at Pachesham Golf Centre. Ryan Fitzgerald is Cuckfield Golf Centre’s new senior PGA Professional and Lewis Parker has set up Lewis Parker Golf. Husband and wife duo Carole and Nick Pope (PGA Advanced Professional) will be coaching together at Mendip Springs Golf Club. Both have taken on coaching roles at the Bristol facility. In Scotland, Andrew Burns begins a new chapter in his career with the 28-yearold joining Torrance Park Golf Club. He had previously spent eight years at Bothwell Castle Golf Club. Keith Baxter is now a golf coach at Gleddoch Hotel & Spa. There have been three moves in the Irish region. Gavin Lunny departs Naas Golf Club after almost 14 years to become a club professional at Dun Laoghaire Golf Club. Seamus Clinton leaves Gormastown Driving Range for Redcastle Hotel & Country Club, while Sean O’Donoghue joins Mount Wolseley Resort after two years at Kilkenny Golf Club.

Epic challenge raises £14k for charity Royal Dornoch’s Bradley Smith played his part in helping to raise £14,000 for charity after successfully completing a Longest Day Challenge. Smith, the Scottish club’s retail manager, teamed up with retail supervisor Calum Paterson to help raise funds to support organisations during the COVID-19 pandemic. The duo completed their challenge on 20th June, starting at 4.12am and finishing almost 18 hours later, playing a remarkable 129 holes across the Championship and Struie Courses. “Calum and myself achieved something truly special,” said Smith. “Coming down the 18th on our last few holes, the crowd that appeared was truly inspirational and kept us going towards the end of a very long day.” Having initially set a fundraising target of £5,000, the duo have almost tripled that figure

with £14,000 raised for the valuable work of the NHS and Chest, Heart & Stroke Scotland (CHSS). Smith added: “Thank you to all who have donated to the great causes. It has been nice to rest our legs over the last few days!” The challenge builds on Royal Dornoch’s support of local groups and the NHS earlier this year, using a percentage of the net green fees from visiting players. With the club closed during the coronavirus crisis, the Dornoch Area Resilience Project was given £5,000 for various projects, including providing every young person in the town with an activity pack. Another £5,000 was donated to the NHS in Sutherland. In addition, the club donated five tablet computers to Dornoch’s two care homes to enable residents to keep in touch with relatives during lockdown.

Carnoustie helping kids get into shape Golf’s ability to help shape youngsters, both on and off the course, has been highlighted through a project carried out by Keir McNicoll and his team at Carnoustie. Over a six-week period, children who took part in the Carnoustie Craws, a programme for young golfers, were assessed by Abertay University on their golf skills, physical activity, and personal wellbeing. Testing included physical measurements, as well as personal testing on how the young golfers judged their own sense of belonging, self-esteem, self-confidence, resilience and other factors. Across the testing programme, participants reported an increase in wellbeing across all categories, while three out of four physical tests also showed improved results. Dr Graeme Sorbie, Division of Sport and Exercise Sciences at Abertay University, commented: “These findings demonstrate the positive impact that participation in the Carnoustie Craws programme, and golf in general, can have on children.” McNicoll, who leads the Carnoustie Craws programme, added: “Golf for all encapsulates our core value of inclusivity and we are fortunate to have such a fantastic suite of facilities at Links House which allows young people to get off to a fantastic start enjoying the great game. “Our Carnoustie Craws programme continues to grow and it is great that it is benefiting young children beyond just learning the game.”

Membership up at Mendip Spring One of Somerset’s leading golf clubs says it has brought in an incredible 140 new members since the lockdown ended. Mendip Spring Golf & Country Club’s general manager, Scott Thompson, praised the work of the facility’s PGA Professionals for the increase. He said: “The club kept people up to date every day with posts and the team of professionals were engaging and helping golfers with their games throughout.” Head professional Will Hobbs was busy creating prize draws from his home and engaging with golfers as he created videos

to show members and visitors how he had redesigned his shop to become compliant with the new regulations and how it would work post-lockdown. Teaching professional Katie Rule was busy throughout giving online lessons, creating blogs and YouTube lessons, all helping to keep people busy improving their games at home. Both were used as examples by the PGA in national campaigns to help fellow professionals engage with their own members and Thompson said: “It was great to see all their hard work acknowledged by powers-that-be.”

August 2020

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NEWS NOTICE OF ANNUAL GENERAL MEETING NOTICE IS HEREBY GIVEN that the Thirty-Fifth Annual General Meeting (the “Meeting”) of The Professional Golfers’ Association Limited (the “Company”). Due to current social distancing measures, the number of Members able to attend in person is limited but Members are invited to appoint a proxy as per the explanatory note below The meeting which was originally due to take place on 27 March 2020 will now be held in the Triumvirate Suite, PGA National Training Academy, Ping House, The Belfry, Sutton Coldfield, West Midlands, B76 9PW on 22 September 2020 at 2.30 pm, to transact the following business: ORDINARY RESOLUTION To consider and, if thought fit, approve the following resolution that will be proposed as an ordinary resolution: To receive and adopt the Annual Report and Financial Statements for the group and parent Company for the year ended 31 December 2019.

SPECIAL RESOLUTION To consider and, if thought fit, approve the following resolution that will be proposed as a special resolution: To amend the Articles of Association of the Company to remove the wording in article 106 in its entirety and replace it with the word ‘Deleted’. Explanatory Notes The Annual Report and Financial Statements have been available on the Company website (www.pga.info) since 28 February 2020 and will be available until the conclusion of the Meeting. The documents can be found on the members’ area of the Company website www.pga.info - log in then go to Association Resources. If you have any difficulty accessing the website, or require an electronic or paper copy of the documents ahead of the meeting, please contact emma.hadlow@ pga.org.uk. The proposed amendment to the articles of association of the Company in resolution 2 above is proposed because article 106

Junior teams win county double When PGA Professional Jonny Sharkey started to help organise the junior section at The Links in Newmarket six years ago, the club was struggling to get a team out to compete in matches. Back then there was not even 20 youngsters under its umbrella, but such has been the progression made in recent years, the Cambridge Road-based club now boasts two county championship-winning youth squads. The success was spearheaded by The Links’ A team, who followed up their 2018 Cambridgeshire Area Golf Union Junior Interclub Division One title triumph by retaining the prize 12 months later, winning all of their matches in the process. And that was backed up by the recently-formed B team as they came out on top in Division Two to make it an historic double for The Links. Sharkey said: “There has been a lot of progression and we have more than 60 players in our junior section. “First and foremost we just wanted to get a team out that was going to be competitive, but now we are reaping the rewards of the hard work.” Sharkey is pleased to report they are not the only youngsters getting out on The Links course, with a number of fledglings taking up the sport since lockdown has eased. “We have gained around 10 youngsters since golf clubs reopened,” he added. “It has been really refreshing to see so many youngsters getting out there to play.”

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currently provides for the appointment and employment of Regional Secretaries which no longer aligns to the working practices of the Company. Information on how to appoint proxies has been available on the Company website since 2 March 2020 and will be available until the conclusion of the Meeting. This information can be found on the Members’ area of the Company website www.pga.info - log in then go to Association Resources - AGM. Due to social distancing measures, attendance in person is strictly limited. For this reason, if Members wish to attend, they should email executive.dept@pga.org.uk to request a place. Members should only attend once their place is confirmed in writing. Please note Registered Assistant Professionals are permitted to attend the Meeting but are not entitled to vote. By order of the Board Robert Maxfield Company Secretary 20 July 2020

Golf Foundation encouraging more young people into golf The Golf Foundation's HSBC Golf Roots programme continues to get more youngsters to sign up as junior members and stay involved at clubs. Full details of the initiative for the last year have been published in the Golf Foundation Impact Report for 2019/20. It shows an 11 per cent increase in junior membership in the network of 437 HSBC Golf Roots Centres (3,784 extra members) from the previous year (2018/19), and a 35 per cent increase in membership at GolfSixes League playing clubs. The charity reports a growth in girls’ participation at HSBC Golf Roots Centres, with 28 per cent of new members being girls across England, Scotland and Wales. The Golf Foundation’s GolfSixes League has been popular with golf club staff, volunteers, parents and new young players. In 2017, GolfSixes League was tested in 24 clubs and six Leagues in England. By 2019, it was played in 233 clubs across 55 Leagues in England, Scotland and Wales, leading to a 35 per cent increase in affiliated junior membership at clubs taking part. As a result, there are 98 Leagues being staged in 2021. Golf Foundation Chief Executive, Brendon Pyle, said: “We feel GolfSixes League has been a particularly exciting success story for so many families, many brand new to golf, and we are looking forward to building this project with The R&A and the Home Nations in 2021.” See the digital copy of the Golf Foundation Impact Report now at www.golf-foundation.org.

NEWS ON THE MOVE

The original training team: Don Patterson (centre) flanked by Sid Collins and Eddie Whitcombe (left) and Eddie Musty and Reg Cox (right)

Don Patterson (1933 – 2020)

Karl Whitehead has left his role as general manager at The Els Club, Dubai. Whitehead remains part of the Troon International family by becoming general manager of the Vattanac Golf Resort in Cambodia. In the Midlands, Steven Thomas brings to an end almost five years at Keele Golf Range to become a teaching professional at 3 Hammers Golf Academy. John Rowntree begins a new role as the head professional at Thirsk & Northallerton, while Tom Metcalfe brings an end to six years at Gathurst Golf Club to continue his career at Alderley Edge Golf Club. Niall McGill has been named as the new director of golf at Pitlochry Golf Club. McGill, who headed up Noah's Ark Golf Centre, replaces retiring manager Mike Winton.

If you could like to feature in this column, or would like to highlight a new appointment, send your details to membership@pga. org.uk.

Tributes have been paid to Don Patterson, the last surviving link with the founders of The PGA’s ground-breaking training scheme for its assistant professionals who has died at the age of 87. Don, an Ulsterman and PGA Honorary Member who retired in 1997, was a member of the original training team that also comprised Eddie Whitcombe, Reg Cox, Eddie Musty, and Sid Collins. Founded in 1961 and originally an eightday course held at Llandudno Golf Club, their initiative has subsequently attained degree status and involves three years of study in conjunction with the University of Birmingham. “The PGA training schemes are viewed as the best in the world and that all started with the pioneering work of Don and his colleagues,” said Alan Walker, a PGA Master Professional, former Association Captain and renowned golf course architect. “Don was the last remaining member of the pioneering group that saw we had to bring training forward. As a result thousands of pros have and still benefit from their work.” Each pioneer had a specialty and Don’s was coaching. But that was not his sole area of expertise. Don, head professional at Warrenpoint Golf Club from 1959 until 1984, was PGA in Ireland captain. And lay-outs at County Armagh, Loughall Country Park, Omagh and Moyola Park Golf Clubs all bear testimony to his skills as a golf course architect. Despite those skills, his forte was coaching. “I love coaching,” he once confirmed. “It’s good to see the fruits of your work, especially among the younger set.” One such youngster to benefit from Don’s tuition was Peter Hanna, the current PGA Captain. “I first came across Don when I was at school,” recalled Hanna, head PGA Professional at Lurgan Golf Club, Northern Ireland. “He was the pro at Warrenpoint and came up to teach in Craigavon at a driving range. He was regarded as one of the best teachers in the country and coached our school team. “I met him again when working as an assistant after turning pro. In between trying to make a

few quid playing on Tour, I coached at a driving range where Don was teaching and learned a lot from him. “He was very much into physical fitness, which was largely unheard of at the time. He also produced a lot of great golfers, not least Ronan Rafferty, and was a national coach with the GUI (Golf Union of Ireland) for many years. “Many pros in Ireland from my era have a great deal to thank him for – we all learned from him. The PGA is also indebted to him for his work in the early days of the training programme and going over to The Belfry as a swing tutor. “Above all, he was a lovely man as well and never said a bad word about anybody.” In terms of Tour successes, Rafferty was the star student but Don also coached a who’s who of Irish golfers in the early 80s, a band that included Des Smyth, Stephen Hamill, Raymond Burns and Joey Purcell. And it was not just Irish golfers who were indebted to Don’s coaching: Gerry Anderson, a Canadian PGA pro, won the Canon Masters at Crans-sur-Sierre in Switzerland. Establishing who Don was coaching, however, was almost tantamount to uncovering a state secret. “He never boasted about who he was teaching,” recalled David Johnson, PGA chairman of training for 13 years and a tutor and consultant for 30. “You would have to prise the information from him. He was one of the most modest men you could ever meet. “Moreover, he was hard-working and put a lot into the Association’s training programme. “When he first started he was spotted with a tape recorder and, when asked what he was doing, said there was so much information he wanted to capture for his pupils. “His heart and soul were in the job and he would do anything he could for golf pros and the Association.” Don, who passed away after a long illness, was predeceased by his wife, Rosemary. He is survived by his brother, Bryan, a retired PGA Professional who lives in Cornwall. The PGA extends heartfelt condolences to him, Don’s other family members and friends.

August 2020

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Shane Naisbett - PGA Professional Chesterfield Golf Club

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INTERNATIONAL

GOLFTEC CERTIFIED A global opportunity for talented PGA Professionals

ounded in 1995, GOLFTEC is one of the world leaders in golf instruction and is one of the fastest growing companies in the golf industry. Its fact-based approach to improvement benefits golfers of all skill levels, maximising their performance and enjoyment of the game. GOLFTEC is known to be one of the largest employers of PGA Professionals from around the world, with more than one million lessons being taught each year by over 600 coaches across 200 centres. All coaches regularly attend rigorous certification at ‘GOLFTEC University’ to master the analysis of golf mechanics, the technology of the company’s system, and the most productive teaching techniques. So, what’s it like working for the leading global provider of golf lessons? Steven Carpenter spoke to five GB&I Members working for GOLFTEC to find out.

ROB CHENEY - Centre Manager, GOLFTEC Singapore I was looking for a new challenge to be part of building/training a network of coaches across multiple facilities. I was excited by the plans the company had to expand throughout Asia and using my experience and knowledge to help grow and educate a team of coaches to thrive and excel in an environment that is ideal for training golfers to get better. “I was attracted by the fact-based video and 3D motion measurement, which combines to enhance the learning experience for the student and accelerate their improvement. “In addition to the day-to-day teaching, I am responsible for ensuring the other coaches are on top of their schedule book and in touch with their students on a regular basis. We also have regular online training and ‘Teaching Quality’ tests to ensure coaches are staying current and up-to-date on all their training requirements. “At GOLFTEC, we also have the ability to watch other lessons via the online ‘GOLFTEC Clubhouse’ portal, so we have regular meetings to discuss any difficult lessons where coaches may be struggling to find a breakthrough with a student. “Having the support of a team of coaches is something that really helps us all to get better in our roles. It isn’t commonplace for golf coaches to have this type of support network in place and this is another huge benefit to working in an organisation like GOLFTEC. “GOLFTEC SEA gives us the opportunity to travel and work in Asia which is such an amazing part of the world, where golf is still growing in a large number of countries. I would strongly recommend aspiring PGA Professionals who are passionate about coaching to pursue a career with GOLFTEC.

GOLFTEC IN NUMBERS • 10,000,000+ lessons given since 1995 • 6 countries • 200+ training centres • 650+ certified professional coaches Are you inspired? Have you considered a career abroad? To find out more about a career with GOLFTEC visit www.golftec.com. 14

August 2020

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MATTHEW BARTHOLOMEW - GOLFTEC - Director of Merchandise, Vancouver I made the right move joining GOLFTEC as I can call myself an expert in the field of teaching and fitting. I believe this is due to the experience I have gained in honing my teaching and fitting skills, as well as collaboration with the other experts I have had the pleasure of working with in Canada and the USA. “I have always wanted to use 3D motion measurement and biomechanics with my teaching to aid students’ long term development and GOLFTEC provided the perfect opportunity to capitalise on this aspect of teaching. I relish the ability to be able to fit my students, providing them with a personalised and made-to-measure experience. “If you want to be an expert in your field, particularly in teaching, fitting, and managing, then GOLFTEC is the place to be as it provides the opportunity to hone expert skills in these areas as a product of the unique service we provide. “This is not a one or two-year job; it is three plus years of learning how to teach using 3D motion and video-based technology. The benefit from taking this path is you are involved in a forward-thinking company that challenges and supports their pros to be the best that they can be. There is also always room for promotion and further successes within GOLFTEC regionally or globally.

ADAM DART - GOLFTEC Minnesota Working for GOLFTEC has given me the opportunity to increase my knowledge of the golf swing using the vast array of tools which in include fact-based diagnostics of the wing using motion measurements and high speed cameras “My role within GOLFTEC is to teach one-on-one lessons and conduct swing evaluations and TECFITS using the fact-based diagnostic tools preparatory to GOLFTEC, I also reach out to potential customers who reach out to GOLFTEC via the website. “Overall GOLFTEC has given me a good work and home life balance lacking I feel in the club pro environment, which for me was a very important part of the job. “As for anyone looking to forward their career in coaching, GOLFTEC offers the opportunity to do so, with great mentors and the fantastic on-going education you will not find another coaching company that will offer you so many opportunities to succeed.

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MATT CHALMERS - GOLFTEC Singapore The goal of my further education was to put myself in a position to unlock a top coaching opportunity abroad and GOLFTEC ticked all the boxes. In addition to the state-ofthe-art FORESIGHT launch monitors, GOLFTEC utilises their proprietary video analysis and motion measurement software, allowing coaches to deliver top class instruction. “As a PGA professional who is passionate about coaching and custom fitting, working for GOLFTEC is a perfect fit. I enjoy being part of a strong team led by a manager who helps you take responsibility for your contribution every time you step through the door. “Each month, we are tasked with setting targets related to various key performance indicators such as lessons taught, lesson sales, referrals and renewals. We need to reflect and plan in anticipation of what will happen that month and set challenging, but realistic targets. It is great to work alongside a group of talented coaches, whose skills and experience compliment and push each other to continually improve. “My role with GOLFTEC has helped me become happy inside and outside of work, which hasn’t always been the case. At GOLFTEC Singapore, I am busy all year round and am making steady personal, professional and financial progress. “GOLFTEC is a fantastic company to work for and the opportunities for career progression are significant.

PRASHOB NAIR - Performance Centre Coach, GOLFTEC Mississauga, Canada The opportunity to join the company was a no-brainer for me as it fitted my objective of broadening my knowledge and skills. “For someone looking to make career in teaching, it is a wonderful place to start, as the training received initially and continually throughout the tenure is almost second to none. The opportunity to build a healthy book of business is also excellent with the active lead generation channel that has been devised by the company’s marketing department and the client relationship management skills that are instilled in the coaches. “Moreover, with a truly data driven approach to teaching, it not about teaching opinion, but facts that lead GOLFTEC coaches to success. “Having excellent mentors who continuously guide the ship for all the coaches helps in keeping the quality of teaching at the highest. Additionally, working with fellow coaches in the centre also allows you to learn from your peers.

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UNLOCKING THE FEMALE VALUE WITHIN GOLF

The gender divide in golf has been a conundrum for the gameâ&#x20AC;&#x2122;s leaders for more than 20 years. Industry reports go back to the Millennium and from all over the globe, each attempting to address the issues around attracting more women to the game- and more importantly keeping them. Covid-19 has again focussed the attention on the need to do things differently and the signs are the industry is determined that this time itâ&#x20AC;&#x2122;s actions not words that are needed. Jane Carter reports.

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FEATURE

Women in Golf Charter.

A commitment to a more inclusive culture

within golf.

ing a culture that involved in golf to play their part in develop We, (the signatories) call on everyone aspect of the sport, from participating values women’s involvement in every to pursuing a career. Our aim is to increase the number of women

and girls playing and working in golf.

e the need for a to flourish throughout golf, we recognis To achieve this goal and to enable women potential economic a clear ethical need for change and the is There culture. in shift ental fundam tial. more women and girls playing are substan benefits of growing the sport through affiliates, role in this process and to working with The R&A commits to playing a leading achieving this goal. partners and the wider golf industry towards to develop ries) commit to making tangible efforts In signing this Charter, we (the signato women into golf, to for women. We will do more to attract a welcoming and inspiring environment remain, and to have rewarding careers.

The Charter:

balance industry to unite and to focus on gender • Is a statement of intent from the golf , girls and s to increase the number of women • Commits us all to supporting measure families playing golf the sport women to pursue careers in all areas of • Calls for positive action to encourage golf creates an inclusive environment within • Recognises the need for change that

Signatories commit to activate this Charter

by:

strategy for enhancing gender balance • Developing and implementing an internal at every level ibility and accountability for gender • Establishing senior management respons balance and inclusion

girls playing and working in golf • Strongly advocating more women and and embed a more inclusive culture • Working with key stakeholders to develop ging more women and girls to play encoura of goal our and Charter the • Promoting golf and work in golf.

KARYN DALLAS (Karyn Dallas Golf Coaching)

I work hard to encourage more females into golf as it is such a satisfying feeling when you hit the ball well or achieve something you felt was out of reach. With women pupils, I like to make their sessions fun, interesting, slightly competitive, and extremely sociable. During the sessions we make friends and become better golfers. Creating on course coaching sessions and play days with all the ladies early on can give them confidence to get out on the course and convert coaching groups into potential new members. Golf is also a game you can play on your own or enjoy with others, which fits in well with the demands of life, family, and work responsibilities. All I ever ask is that I am given a position or job based purely on my merit as a PGA Professional rather than have the feeling I was given a job because I am a female or, alternatively, it would be sad to think I missed out due to this. I think golf has become much more inclusive over the years and the game has worked hard to create a level playing field for all Professionals, whatever their gender.

ollowing the Covid-19 lockdown, golf has been enjoying a welcome resurgence. Courses are full, membership is on the up but despite it all there is still that niggling feeling that come the autumn, things may change. People will be going back to work; a recession could be just around the corner and it won’t be long before that winter weather sets in. The issues that faced golf before lockdown- time and value for money- will still exist and even during this sunshine period it will depend very much on the type of welcome new members have received and whether when the renewals are due next January, they consider it worth it. All the more reason to begin focussing on new audiences and for many golf clubs, women present just that- a new opportunity. Unbelievable though that is, with women accounting for 50% of the population and yet only 15% of golf club membership, it wouldn’t take a genius to work out that the value being left on the table by not attracting this market is astonishing. Add into that the female influence on the household spend, how children spend their leisure time and even how often her Millennial husband can play, and you can begin to understand how vital women are to the future health of the game. The last few months have given the industry time to take a long hard look

August 2020

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FEATURE

at itself and the gender issue remains top of the list of challenges. The R&A are committed to leading the way and launching their Women In Golf Charter back in 2018, set the benchmark for a commitment to a more inclusive culture within golf. The Charter (see image) sets out the aspirations and focusses not just on women taking up the game as a leisure activity but across the whole spectrum of the industry “from participating to pursuing a career.” They have rightly highlighted that change has to come from within. The Charter is just the start in asking the global golf industry to focus on the gender balance and ask, “what can we do?” Whilst it sets out the best intentions, actions speak louder than words and making the charter not just paper and ink but a reality, is a commitment that will see a renewed focus in 2021. The PGA would be the first to admit it still has work to do in addressing the number of women coming into membership. The number of women in the WPGA stands at 276 (?) but it will always be hard to recruit from what has been a typically underrepresented sector for so long. The number of junior girls playing the game has been an issue for more than a decade and if girls are not taking up golf in their youth, then the new generation of women trainees is

The PGA Professional

ALEX MOLLIN (Jersey Golf Coaching)

I had previously trained as an accountant and worked within our family business before turning professional at 31, and despite the reservations of a career change, it was the best move that I have ever made. I was really lucky in that some of my first lessons I gave were to a fantastic group of six ladies who, incredibly, are still clients to this day and over time the group has continued to grow in numbers. As a female PGA Professional, it does provide an advantage in that for example in Jersey, I am now the only female PGA Professional working on the Island, but I guess the ultimate goal for us all would to be viewed as equal as a PGA Professional, whether that be male or female. Female teaching professionals are still very much a minority, and with that comes many challenges, stigma, and gender perceptions. Being asked if you are qualified to teach men, being perceived as less knowledgeable and mistaken as a retail assistant rather than as a Professional are some common daily challenges. It has taken almost 10 years for me to gain a reputation as being competent to regularly coach some of the best male players on the Island. That has taken a great deal of dedication and commitment to continued professional development that would probably not be perceived to be necessary as a male coach. However, the rewards of this success far outweigh the challenges.

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FEATURE

EMMA BROWN (The Lady Golf Coach)

...it is trying to re-educate people that a female can be in the Head Professional role and be just as helpful and knowledgeable as a male in the same role.

I was really fortunate to work with Christine Langford and Sarah Claridge, who are also PGA Professionals, and the way they work and communicate really helped me learn a lot when it came to teaching females. The best thing about being a female PGA Professional is I get to be outside, meet new people, make people smile and make myself smile – who wouldn’t want that?! There will always be the challenge that some people don’t believe females should be playing golf or certainly teaching it and giving advice. I’ve been in the industry for more than 25 years now, both playing and coaching. I just don’t let it affect me as much anymore.

SOPHIE DAWS (Head Professional, Cave Hotel and Golf Resort) If golf is your passion and you are able to spend every day in that environment, it sometimes doesn’t feel like work. Being able to use the knowledge gained from experience and the PGA qualification to help others with their golf gives a great feeling of satisfaction. If you are considering it, ask others who have a career in golf what their experience has been. There are so many different roles in golf and once you have started a career it can open lots of doors and opportunities. The best piece of advice I have received has come from females who are new to the game themselves. The majority of female beginners that I have coached are looking for a way to socialise and meet new people. They don’t want to take things too seriously. Obviously, this is not the case for everyone, but just listening and taking in people’s reasons for being there has been really helpful. A lot of people will still come to a golf course and expect the professional to be a man. I am the Head PGA Professional at my club and many people can come in and seem surprised by that. This is something that I try not to take personally as it is quite rare, and I realise that. But it is trying to re-educate people that a female can be in the Head Professional role and be just as helpful and knowledgeable as a male in the same role.

always going to be tough to find. Those that have made the move into the game have mixed views on the support and encouragement shown to them during their careers but all are agreed- times they are a changing (albeit slowly) and women attract women, so the game has everything to win by encouraging a new generation of females into every sector of the golf industry. But it is in the area of participation that the game will truly start to move the dial. The Syngenta report “Unlocking Golf’s True Potential” calculated that the global economic value of increased female participation was a staggering $35 Billion. Whilst that’s a big prediction based on latent demand, when more than 3000 female golfers were asked about their spend in one year, the PGA Professional had more than most to gain. Typically spending more than 25% than men on golf lessons, for example, the value of the female golf consumer should not be underestimated. But unlocking that value remains elusive. Herein lies much of the issue, as the industry still seems determined to pigeon-hole women all into the same bracket. But ‘she’ could not be more different- a working mum, a retiree with time and disposal income, a small business owner, a corporate career woman, the partner of a golfer, a lapsed golfer from her youth…the list goes on. Add in the complication that marketing to women is a totally different ball game and you start to understand how the game has struggled for so long.

August 2020

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FEATURE

ALISON PERKINS (Alison’s Golf Academy)

However, the number of women giving golf a go are reportedly on the up and have been for the last few years. At the heart of the problem is retention and it is here that the spotlight falls firmly on the PGA Professional, widely seen as being pivotal to the success or otherwise of attracting more women into the game and retaining them. Study after study has shown that as well as the male culture which dominates golf, the game itself can present its own challenges. “Unlocking Golf’s True Potential” report from Syngenta also highlighted that “the game was not fun”,” I didn’t improve enough”, “it took too long to play” were all issues high up the list of non-retained players. The influence a PGA Professional can wield in those first crucial months has been well documented and all over the country there are success stories of Professionals are who attracting women to the game, but retention is another matter. Enjoyment and visible improvement are undoubtedly a challenge, but golf club culture is another and can undo all the hard work almost overnight. The R&A and the Home Unions are combining forces to tackle the issues in golf clubs but the support of a PGA Professional and their team will be vital in turning those words into actions. It won’t be easy, but they have more than most to gain and at a time when golf may be starting to grow once again, the female factor could be just the turning point needed to accelerate that growth. ●

The PGA Professional

My female clients like being part of a group, it gives them confidence which is key. They like a plan and structure to sessions set at a level which will challenge and encourage them. I am fortunate that I play and practice with my clients and I would never ask them to try something I can’t do myself. Having trust in their coach is important too. Being a great female PGA Professional is not a part-time hobby. Be good at what you do and specialise in a certain area/niche. Be prepared to work hard and give up a lot. I have found male PGA Professionals far more helpful than female pros who seem much more guarded with passing and sharing information. I personally feel that women will still be second choice in terms of coaching if there is a choice between female and male. A female pro has to prove herself so much more. They need to demonstrate and be skilful in front of clients to get their intention.

DENISE HASTINGS (Denise Hastings Golf)

There are many jobs in golf, from playing and coaching, to running your own shop or managing a facility. Find the right one for you, learn everything new, go and watch other PGA Professionals coach, and take part in CPD courses. I have found it’s better to coach females in groups because ladies like to be with their friends. Make the sessions fun and different each time. Ladies like a plan; come up with a four/six-week plan and throw in some fun challenges along the way. I love meeting new people and helping them on their road to improving and learning golf. Watching them go from a completely new player to joining a club and getting a handicap, that is such a big buzz. There are lots of great women golf professionals out here now. I love my job and would say to any girl coming into the profession, go for it, work hard at your skills, and make it a fun learning experience for your students. It’s a great life!

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August 2020

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FASHION SPOTLIGHT ON SS21 APPAREL

RETAIL

SPRING

WOMEN’S RETAIL FOCUS Tips to improve your shop experience TRADE Q&A Ping Europe’s General Manager Lisa Lovatt

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STEPPING UP

How Foremost ramped up its Member support during the Covid crisis

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TR A DE N E W S Hoebridge and Redbourn join TrackMan Range revolution

Cobra Puma joins forces with The Shire COBRA PUMA Golf has become an official partner of The Shire London in an aim to increase retail and content creation. The partnership will see Cobra Puma Golf and The Shire London working both in the retail space and on course. The Shire London, part of the Bridgedown Group, boasts the only golf course in the UK designed by Seve Ballesteros, as well as offering first-class practice facilities. Craig Verrinder, Cobra Puma Golf’s marketing manager, said: “As Cobra Puma Golf continue to grow, we felt we needed to find a venue that we could work in partnership with. The Shire London is fantastically situated and as a club shares of lot of values and beliefs that mirror those of Cobra Puma Golf.” He added: “We really felt that we needed one base in order for our NXT LVL Squad and Academy to be able to use to practice and create content, and also for our own creative needs as well, add to that the great fitting facilities on offer, we really have it all in one venue.”

HOEBRIDGE GOLF Centre in Surrey and Redbourn Golf Club in Hertfordshire have become the first golf facilities in England to offer TrackMan Range technology at their driving ranges. The two clubs are owned by Burhill Group Ltd, which operates 10 golf sites across the country. TrackMan Range allows players to track their shots through in-bay monitors and engage in a variety of different game modes. The monitors also display ball speed, carry distance, launch angle and more, allowing users to practice with purpose and learn more about their game. Hoebridge features 27 Trackman bays and two VIP hitting bays, while Redbourn boasts a fully upgraded range with 26 TrackMan bays. Guy Riggott, Operations Director at BGL, said: “TrackMan Range technology boasts an abundance of features that allows our driving ranges to appeal not only to seasoned golfers, but non-golfers and beginners alike. We see the gamification of golf through technology as the future of the driving range, and TrackMan Range will help us on this path.”

AMERICAN GOLF UNVEILS STYLISH UPGRADE OF FLAGSHIP SURREY STORE AMERICAN GOLF has reopened its store at World of Golf in New Malden, following a £500,000 facelift. The significant investment in the Surrey venue signals the nationwide retailer’s intent to develop a number of stores to ‘Flagship’ status, with several venues across the UK already identified for similar expansion. The state-of-the-art facility will employ up to 20 people, including several PGA Professionals, and features the latest club fitting and swing analysis technology, along with a shopping experience more akin to that of a high street department store. 24

“The first customers to the store have described the experience like an up market West End shopping experience, and that’s exactly the feel we were aiming for when we designed the store,” commented Lember Gordon, Retail Marketing Manager at American Golf. “We’ve

combined open spaces for browsing our widest range of men’s and ladies’ apparel and footwear with the latest golf clubs and equipment from the biggest manufacturers in the game. Add in our two dedicated fitting bays that are filled with the latest technology and the New Malden store really does have something for every golfer.” The store also features two custom-fitting bays equipped with Foresight GCQuad launch monitors a SAM Putt Lab technology, while in-store kiosks allow customers to browse the whole American Golf range. August 2020

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TR A DE N E W S

Big Max launches lightest ever push trolley PUSH TROLLEY brand Big Max is hoping to cash in on the growing demand for golf in the UK with the launch of its lightest ever push trolley – the TI Lite. Matching the robustness and simplicity of the brands earlier Ti models, the Ti Lite is made from high-grade aluminium and weighs just 5.4kg. Other features include a height-adjustable handle, adjustable bag brackets, quick-release wheels, a footbrake, and an accessories storage compartment. The simple folding mechanism enables the trolley to be collapsed easily and compactly for storage. It comes with a five-year warranty and has an RRP of £199.99. Ian Waddicar, UK Managing Director at Bix Max, said: “The TI series has been so successful because at its core, it’s a high quality design that can be relied on year after year. With modern materials and exceptional features, the TI Lite is practical push trolley option for any golfer.”

Titleist expands WedgeWorks offering TITLEIST HAS added to its Wedgeworks custom service with the arrival of the Vokey Design SM8 T-Grind This follows on from the recent addition of a purpose-built dedicated wedge ‘cell’ at Titleist’s European HQ in Cambridgeshire, that allows the manufacturer to meet the growing demand for customised or unique bounce and grind requirements from the SM8 wedge. Wedgeworks enables golfers to choose from a range of grinds, bounces, finishes and lofts to suit their game – in addition to personalisation options such as stamping, paint filling and hand grinding, alongside bespoke ‘BV’ grips and shafts. The T grind option joins the Low Bounce K, which has been available since May, For more details, visit www.titleist.co.uk/golf-clubs/wedges/ wedgeworks.

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NEWSBURST

Honma appoints new fitting technican Japanese equipment brand Honma Europe has appointed PGA Professional Kane Gilder as its new Fitting Technician in the UK to conduct exclusive club fittings across the South of England. Based at Little Sandhurst in Berkshire, Gilder is responsible for managing fitting sessions at golf facilities from Cornwall to Kent and Hampshire to the Midlands. He is able to offer one-on-one fittings for club members across the full range of Honma clubs, including the new Beres range and the latest range of TR20 drivers and irons. “Joining Honma, and showing what the brand’s quality clubs can offer, is a real privilege and I’m looking forward to getting out to more clubs to help drive their business during the months ahead,” said Gilder, who has more than six years of custom fitting experience behind him. Gilder previously worked at the Wokingham Family Golf facility, where he ran fitting sessions, gave Junior Academy classes and set up a successful online shop. He has also had similar roles at Badgemore Park Golf Club and Lavender Park Golf Centre. “Kane’s all-round golfing knowledge and recent relevant experience of fitting quality clubs is a great asset to the Honma brand as we expand our ranges to offer something for all golfers to appreciate in terms of performance as well as looks,” said David Stone, Honma’s Head of Sales for UK & Ireland. For details of how to book a Honma fitting day, email david.stone@honmagolfeurope. com.

TR A DE N E W S TaylorMade expands fitting team to meeting growing demand

MOTOCADDY ROLLS OUT M7 REMOTE

TaylorMade Golf has taken on five more staff for its custom-fitting team in the UK & Ireland following a significant upturn in custom orders during the second quarter of the year. The five new technicians will enable the brand to host around 100 more custom fitting events per montadd further support to brand’s account base and help drive businesses forward. Simon Gilbert, TaylorMade’s Senior Marketing Manager, said: “The performance of our experiential events postlockdown has been unbelievable. The team is working tirelessly to maximise custom sales for our retail partners, and I’m excited to increase the level of support we can offer.”

MOTOCADDY HAS updated its remote-control trolley offering with the launch of the M7 Remote. Replacing the S7 Remote, the M7’s design features include Motocaddy’s compact-folding SlimFold system, which enables it to fit into the smallest of car boots, a new anti-glare LCD screen, and a remote-control function which can control the trolley from up to 50 metres. The remote itself features a new handset lock function which prevents accidental button pushes, while it can be switched to manual mode for operation as a standard power trolley. The handset can be recharged via a built-in USB port on the trolley. The M7 Remote boasts a wider wheel-base than standard M-Series models, while a pair of anti-skid rear wheels and an extra anti-tip wheel at the back ensures stability on all terrains. The handle is height adjustable. It has nine speed settings, automatic downhill control, and the screen offers a speed indicator and battery meter. The lightweight Ultra Lithium battery can be charged without being removed. It comes with a graphite frame and has an RRP of £999.99.

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ARCCOS GOLF has launched the Arccos Caddie Link, a small, ultralight wearable device that allows Arccos players to automatically capture their shot data without having to carry a smartphone on the course. Compatible with iPhone and Android devices, the Link (£89.99) seamlessly pairs with the Arccos Caddie app and sensors. Worn on a player’s belt, waistband or pocket, Link tracks shots in real time – including the club used and precise location – and automatically transfers the data to a user’s smartphone via Bluetooth, either during or after the round. This allows golfers to play the game their way, with the choice of keeping their phone in a buggy, bag, back pocket or elsewhere. Weighing less than 25g and measuring approximately 6cm x 3cm, Link has a 10-hour battery life and can be charged via a standard USB cable. It is designed for use with second- and third-generation Arccos sensors, including all Cobra Golf and PING smart clubs, Arccos Caddie Smart Sensors and Arccos Caddie Smart Grips.

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BOUNCING

BACK Lisa Lovatt, PING Europe’s general manager, talks about how the company has been helping its retail customers deal with golf’s shutdown and its subsequent resurgence in both golfers and sales It’s obviously been a difficult time for everyone, but how has the pandemic impacted on Ping’s operations in the UK and across Europe?

Initially, the impact was huge and it resulted in us closing the business for a period of time. However, we returned to work on April 20 with a skeleton crew and since that time, as demand for our products has increased, we have been able to bring more and more employees back to work. Since the reopening of golf courses in May, demand has been way beyond expectations, both for PING and the industry. Golf has the opportunity to

come out of the crisis better than a lot of other sports, because it is seen as a very safe thing to do and a positive and enjoyable activity. Is everyone back from furlough yet?

Our staff have been extremely understanding, supportive and flexible during this period. We now have the vast majority of staff back. The flexible furlough phase of the Government scheme that started July 1 is helping us to transition back to full-time working for employees. On the production front, we have already taken back over 30 temporary workers that we were using before the crisis. Ten weeks ago, we would never have predicted this level of bounce back. How have you been supporting your key accounts during this time?

Simply, with the same passionate commitment to service that we have provided over many years. We know we all have to work together to get through this crisis, no one is immune. This means being flexible and finding creative ways of working with our PGA Professional account holders so we both survive and come out of this as soon as possible and ready for what the future brings.

August 2020

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TR A DE Q & A

What are the main issues you’re having to deal with in on course retailing?

Sustaining our high levels of service that our customers have come to expect from us has been and continues to be a challenge. Government guidelines on distancing and protection have required us to adapt our manufacturing processes. It has been a slow and careful process getting back towards normality and we still have some way to go. Our staff have been incredibly supportive and passionate to get product out the door and to our customers. What have on-course sales been like since retail’s return in June?

They have been surprisingly strong and at levels no-one could have predicted when we went into lockdown. Clearly, golfers are keen to play and want to continue investing in their equipment. Lapsed golfers are returning and new golfers are coming into our sport, which is adding to the positive momentum. There is an optimism about the remainder of the year, albeit cautious optimism. You’ve been general manager at Ping Europe for almost two-and-half years now. How are you enjoying the job and, Covid-19 aside, what have been the main challenges for the brand?

I continue to be enormously proud of working for the Solheim family The PGA Professional

and such a fantastic brand. The last two-and-half years have flown by and, for me personally, the biggest challenge has been to relinquish some of my previous role and adapt to the broader responsibilities of being the general manager. However, I have received great support from all of the senior management team here at PING. I think we are challenged, like the rest of the industry, to support our customers by keeping their upfront commitments to stock at a reasonable level and being able to offer a fantastic replenishment service. This has always been our ethos, but this will be increasingly more important in the new norm of the future. Ping obviously enjoys a special relationship with The PGA. How do you see that developing in the years ahead?

The loyal members of the PGA are also our loyal account holders, so working together is critical. PGA Professionals have been our connection to the consumer for many decades, they endorse and deliver our ethos, philosophies and commitment to custom fitting, which we all know is an essential step to ensuring the golfer can play their best golf. This support from PGA Professionals for PING and custom fitting has allowed the company to grow and achieve its enviable reputation in the golf industry. ●

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RETAIL

TECHNOLOGY HELPS STEER FOREMOST MEMBERS THROUGH COVID-19 CRISIS A combination of high-tech solutions and personal touches have helped Foremost’s Members navigate their way through the two-month lockdown and golf retail’s return

Acting swift and proactively, Foremost has provided continual advice and initiatives to manage the impact of the coronavirus pandemic, and help its members get back up and running in a safe and efficient way. With technology as the catalyst, Foremost listened to the real-life challenges facing its membership and responded by rallying around with solutions to lighten the burden. SOCIAL MEDIA COMMUNITIES Through a closed Facebook Group community, Foremost has kept members up-to-speed with the very latest information Darren Everett at Exeter G&GC is one of many Members who have appreciated the support they have been given by Foremost during the crisis

on supplier and industry updates, group initiatives and government guidelines, as well as utilising the two-way feedback of member posts and comments to adjust its support directly to the needs of the members. Andy Martin, Managing Director of Foremost Golf, said: “This has been a unique and unprecedented time filled with uncertainty for the golf professional, which is why it is so important for us to be there for our members as a critical friend. Social media comes in for a lot of criticism, but during the lockdown it’s allowed us to be reactive to the needs of our membership and address where they are hurting most. Five years ago, we would not have been in the same position as a group and it shows how far we’ve come in providing that extra dimension for our members.” Commenting on the support offered by the group, Darren Everett, member professional at Exeter Golf & Country Club, said: “The team at Foremost have always been first class at looking after their members and their reaction to this pandemic has been no surprise. Thoughtful, caring and actually interested in us as individuals and business people.”

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RETAIL

MULTI-PLATFORM APPROACH On the announcement of the lockdown, the group immediately established a COVID-19 website hub. Providing information on the group, its approved suppliers and the wider golf industry, the hub served as a calling point for hundreds of Members relying on their group for direction. The Foremost Golf Community Facebook Group kept members up to speed with the latest updates, with pros able to share their experiences and take strength from the collective. Hosted by members Dan Webster (St Annes Old Links GC), Tim Coxon (Mickleover GC) and Foremost staff, weekly group Zoom video conference calls gave members another opportunity to share and network their problems and seek help from the group and others. These calls took place early in the morning, before the working day began, for the convenience of members, and the sessions ran throughout the lockdown and into the return to golf phase. “Foremost have been absolutely tremendous in every aspect and I can’t fault them,” said Ross McConnachie of Peterculter Golf Club. “The team has been on the ball and up-to-speed for the benefit of their members, reacting quickly to all decisions and providing support whenever and however it is required.” As the crisis developed and the Foremost team envisioned the green light for golf without retail being able to open, the team produced the ‘Safe Return to Golf’ digital document which was sent to all members and shared with the wider professionals’ community. The information of how to keep

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communicating with the consumer, and what safeguarding measures to put in place, helped position Foremost members at the forefront of the industry. KEEPING CUSTOMERS ENGAGED Within a few days of the lockdown announcement on March 23, the group made the decision to offer the continuation of the Elite Marketing Programme (EMP), the group’s leading digital marketing service, throughout the crisis at no cost, to ensure members could maintain communication with their customers throughout the pandemic. In total, 95% of members were able to take advantage of this support and the group also stood by its partner suppliers with substantial support. Foremost tailored its EMP local content to include infotainment in the form of home golf content, providing some light viewing for consumers as the country went through the various phases of lockdown. This helped to stand members in good stead by keeping their customer base engaged and positioning themselves favourably for when restrictions were lifted. Member professionals were encouraged to use their time during lockdown to develop new skills or research new trends in equipment and teaching. Meanwhile, Foremost was working in the background to deliver a new platform to assist members in managing their weekly newsletter communications quickly and efficiently. Reacting to requests by members in the community groups, Foremost ran a multitude

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of optional campaigns during lockdown, including cash-flow generating initiatives, such as receiving 10% extra when topping up a pro shop account, which a third of the membership used, or competitions with partner EMP suppliers like the Adidas Codechaos cube prize draw. Perhaps the biggest difference-maker offered by Foremost, the ORDER > COLLECT > PLAY initiative helped pros provide services even though the doors of the shop were closed. Allowing consumers to browse goods and services online before contacting the pro to make an order gave members time and space to organise collection points, often the first tee for essential and non-essential items from the shop. All of this activity was designed to keep members in the front of their customers’ minds and provide a basis to build on once stores opened on the 15th of June. HELPING STORES REOPEN With the support of Under Armour, Foremost members were able to take advantage of free sneeze screen support ensuring the safety of their team in store. Foremost also brought in a new PPE supplier to the group and offered members access to sanitiser stations and comprehensive store signage to get their shops ready and safe for golfers. The work doesn’t stop here, however, Foremost will continue to generate campaigns throughout the summer months into the autumn, and on to 2021, to ensure members come out of this pandemic in an even stronger position. ●

APPAREL S S 2 1

SPRING INTO

The SS21 apparel launches from golf’s major brands are sure to put the spring back into your retails sales in the new year

LIFE

FOOTJOY FootJoy’s SS21 range features four new collections for men and an expanded GolfLeisure collection for women. With the impact that COVID-19 has had on this year’s selling season, FootJoy is carrying over 61 high volume pieces from the SS20 line into 2021 to take the pressure off sales, including pieces from the familiar Spirit, Royal, Mosaic and Wave men’s collections. Similarly, the full SS20 Rose and Jade lines for women will continue through to 2021, complementing next year’s offering. The four new men’s ranges - Revere, Dorado, Seaside and Geneva – are inspired by vibrant colour contrasts and wider lifestyle fashion trends from around Europe. The Revere collection features a palette of summer vibrancy, with Cape Red, Storm Blue, Vanilla and White. The playful Lisle Cocktail Print polo pattern adds a contemporary twist to a classic polo featuring Woo Woo styled icons, fitting for the inspiration behind the collection. Dorado introduces oceanic elements with the combination of navy and lagoon tones of blue energised by white. The contrast between the trio of colours creates a bright, clean aesthetic that is ideal for summer golf. Inspired by softer, cleaner tones, the

Seaside collection offers an elegant look. The Ice Blue, Grey, Lime and White colour story features calm tones to create an easy going, versatile collection that flourishes with supporting products across the FJ’s Essential and GolfLeisure ranges. Throughout the Geneva collection, the Mulberry injects juice into the look with contrast against the familiar White, Coal and Black. The fiery Pique Camofloral Print polo in the Geneva collection creates an eye-catching statement and heroes the range with its balance of texture, colour and contrast. The colour collections will also be accompanied by the Essentials range, which will offer supporting apparel that complements the collections alongside block colours that appear in the line every year and prove particularly popular with club teams. FJ’s SS21 women’s collections – Blush Pink, Blue Jay and Neutral – will feature incorporated curved themes, iconic Mary Quant’s inspired mod lines and soft leopard print styles, to offer subtle modern design elements and flair. The colour stories each hero an individual colour, Blush Pink, Blue Jay and Navy, with a common White and Heather Grey combination to offer supporting tones.

August 2020

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APPAREL S S 2 1 PING

Coastal Tides Collection for Men

PING’s Spring/Summer 2021 collection for men and women combines the latest premium fabrics with contemporary styling to enable golfers to look and play their best. Engineered with a distinct focus on performance, comfort and style, the Men’s Collection is inspired by a number of standout designs that feature clean, angular and linear patterns. This is complemented by PING’s innovative Sensor fabric technology, which is designed to ensure every garment is specifically engineered to respond to the body’s requirements and demands of the game. The SS21 Men’s Collection features three distinct colour palettes; the ‘Refined Resort’ colour story provides both statement colours and a technical edge, while the ‘Coastal Tides’ palette features three aqua blue shades for a fresh on-course look. The ‘Heritage’ palette sees the continuation of key shades to create a core colour language that transcends the seasons. Key pieces in the range include the Frequency Polo (£60), which takes inspiration from the sound frequency made by the iconic PING 1-A putter. A Jacquard pattern to the front of the shirt replicates the sound graph and creates a unique design that celebrates the PING brand heritage. This contemporary polo also features a large linear Eye mark logo, inspired by the circular graph created during a golf swing. Also new for SS21, the Etten (£55), Staton (£55), Romy (£50) and Holten (£45) polos are all engineered with SensorCool technology to provide moisture-moving comfort. Available in Greystone Multi or Navy Multi, Etten features a Herringbone Jacquard pattern to the front body, while Staton is a yarn-dyed, engineered stripe polo that comes in a choice of Greystone Multi or Sky Grey Multi. Romy is available in three colours - Marine Blue, Silver or Snorkel Blue - and is designed with a tonal geometric camo pattern throughout. Holten is a placement-print performance polo that comes in Refined Resort Collection for Men Greystone, Pacific, Navy and White. PING’s SS21 Women’s Collection is centred around a bold and striking ‘Rose Garden’ colour story that features feminine and romantic shades of pink, offset with the luxurious tone of royal purple. This is combined with PING’s innovative Sensor platform, which is designed to ensure every garment is specifically engineered to respond to the body’s requirements and demands of the game. The ‘Rose Garden’ palette centres around two key tones - Rosebu’, which provides a strong, confident shade of pink, and Royal Purple, which offers a sophisticated and darker tone. These are evident throughout the collection, ensuring a modern twist to a classic design, providing a fresh update. The key colour story is epitomised by the Rose Garden polo (£55), sleeveless polo (£50) and skort (£65), which are all engineered with SensorCool stretch and moisture-moving fabric and feature the striking signature print which focuses on stemmed and scattered rose blooms. Also new for SS21, the Bronte polo (£50) comes in a choice of Rosebud or Royal Purple and features the Wild Rose Jacquard pattern throughout, while Penelope (£45) is a stylish colour blocked Wild Rose Jacquard polo available in White/Royal Purple or White/Rosebud. The polos all feature SensorCool technology for moisture-moving comfort in Partner all conditions.

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Rose Garden Collection for Women

APPAREL S S 2 1

GALVIN GREEN

UNDER ARMOUR

The preparation that lies behind a serious golfer’s best ‘GameDay’ experience is the inspiration behind the Part One 2021 range from Galvin Green. The GameDay range features many of the brand’s customary bright yellow, red and bluebell colours, alongside the most advanced fabric technology on the market. The ‘Green’ in Galvin Green is taken a step further with the introduction of more sustainable and recycled materials, from the Gore-Tex waterproofs and windproof Interface-1 jackets to the ultra-soft Insula sweaters and highly breathable Ventil8 Plus trousers and shirts. A total of 14 Gore-Tex jackets are available in the 100% waterproof range, including the new Angus full-zip Shakedry jacket in super-stretch fabric (Ash Grey/Black), plus a new Action C-Knit jacket with super-stretch inserts on the back, elbows and shoulders in Sharkskin/Black and Black. Each of these jackets can be matched with a choice of five Gore-Tex waterproof trousers, including the Alpha, which is available in 17 size options. The Apollo jacket has been extended to include seven colour options, including White/Grey/Navy/Red, while the new Aden super-lightweight Paclite half-zip jacket comes in Navy/White. The Lanzo jacket in stretch fabric and Primaloft padding (Sharkskin/Navy/Black) has been added to an expanded Interface-1 range of 16 windproof and water-repellent jackets and bodywarmers, along with the Linc jacket, which features padding on the chest and back offering a level 3 warming effect. Among 28 Insula sweaters in the collection are the Dominic full-zip and Duke half-zip sweaters made entirely from recycled plastic bottles, the latter with padding on the shoulders for extra warmth. The Ventil8 Plus shirt range offers 38 different shirts, including the Mitchell QuickDry style in stretch fabric with UV protection 20+ in four colours, the Oeko-Tex 100 certified Marcus with stripped sleeves, and the Marc long-sleeved shirt. Both the women’s and junior collections also feature a wider variety of clothing, especially shirts.

Under Armour is launching its largest ever apparel range in Spring 2021, introducing five collections for men, three for women and two for boys. To assist with driving sell-through at retail, the brand is also trebling its investment into its Shop-in-Shop programme, with over 350 retailers set to receive the new brand look for in-store in early 2021. UA has also launched a Green Grass Recovery Stimulus’ package, which has been designed to assist with cash flow challenges and produce enhanced margins for retailers that have been hit hardest during the pandemic. In the Men’s category, Under Armour is unveiling its new T2G Polo fabric, a blend of polyester/elastane that offers the soft hand feel of its best-selling Playoff Polo, but with the added benefit of UPF factor of 50+ for total sun protection. The Playoff Polo come in a range of new styles, including floral prints, blocked and tonal fabrics, as well as six different stripe designs, each with a number of unique colourways, totalling 11 different styles and 30 colours across the range. The fastest-drying fabric technology in the range, Vanish, will see the introduction of UA’s seamless construction to golf in the shape of the Vanish Seamless Polo in two different styles. The seam-free construction eliminates chafing and dries even faster than before. Iso-Chill, UA’s cooling technology, is now and at its most accessible price point ever, moving from £70 to £55 for all styles in the range, with zero margin removed for the retailer. Iso-Chill fabric features a built-in UPF 50+ and helps to actively disperse body heat, through using titanium dioxide in the thread, making it feel cool to the touch. Iso-Chill technology will feature in UA’s Women’s range for the first time in 2021 across different polo designs. The Playoff polo comes in 11 styles and 30 colours

Above: Apollo Gore-Tex jacket Left: Louie padded gilet

August 2020

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APPAREL S S 2 1

Partner

Glenmuir’s SS21 collection focuses on sustainable active fabrics and natural performance

GLENMUIR Glenmuir’s SS21 collection focuses on sustainable fabrics and natural performance products offered in a range vibrant colours, including Magenta, Spring Green and Ascot Blue The brand’s polo shirts are made from an active fabric which boasts moisturewicking technology, delivering breathability, +40 UV protection, thermoregulation and enhanced movement. White Marl/White and Garnet Marl/Navy are new colours now available in the Campbell shirt, while White/Light Grey Marl and White/Tahiti are a sophisticated addition to the micro-stripe Torrance polo (both RRP £45). For Ladies, the Paloma polo shirt sees the addition of Light Grey Marl. The marl yarn adds depth, whilst looking clean and crisp, and this colour is also available in the men’s Deacon, making it the perfect option for teamwear (both RRP £40). Brand new for SS21 are men’s cotton knitwear styles Drummond, Garrion and Balloch, which are made from 100% combed cotton from renewable sources. Drummond incorporates a herringbone intarsia with bold contrast colour blocking, whilst Garrion and Balloch are sporty colourblocked designs combining bold colours and marl yarns. Among the new ladies’ knitwear styles is the Willa, which has ribbed details across the shoulders and sleeves with contrast

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tipping detail, whilst Gaelle combines sparkling rhinestones with a sporty colour-blocked collar and cuff (£70). The midlayer and padded collection has an exciting new offering combining performance with pattern. Performance midlayer Wick (£65) has a contemporary Navy Camo pattern with Light Grey trims, while a traditional Tartan print option gives a nod to Glenmuir’s Scottish heritage. The Sheil padded Storm Blo performance gilet (£75), which is available in Navy, Black and Light Grey Marl, is made from a combination of a water- and windresistant outer and heat-insulating down which retains body warmth. Textured stretch side panels add enhanced freedom of movement. Glenmuir’s two-layer Elrick Storm Bloc Waterproof Jacket for men (£80) is also now available in a Navy Camo/Light Grey. The lightweight technical jacket is made from a softtouch interlock fabric and enhances freedom of movement with its four-way stretch properties. The fabric is highly waterproof, windproof and breathable creating a modern playable outer layer choice. Keble shorts (£50) sees a vibrant Ascot Blue colour introduced. Made from functional fabric with moisture wicking yarn, including a silicone grip tape waistband and deep scorecard pocket, these shorts would look great teamed with a Murray polo in Light Grey Marl/White/Ascot Blue or a fresh white Deacon polo. Glenmuir’s full SS21 collection brochure will be available online and in-store from February 2021.

RETAIL Women’s intuition: PGA Pro Laura Willoughby has improved the women’s retaIl section at Donnington Valley with careful product selection and personal customer service.

RETAILING FOR WOMEN Keeping a close eye on your product ranges and stock turn is key to making a success of the female element of your retail business, as XPOS’s Mark Hopkins discovers when he talks to three PGA Members about the challenges of catering for the women’s market

Women’s participation in golf has a chequered history. While the sport has enjoyed good periods of rising female engagement, these have often been counteracted by spells of declining interest. Positives can be taken from recent studies showing the number of women with an interest in golf has increased significantly. Sadly, this is still not reflected in membership numbers, although this is perhaps a topic for another day. For pro shops wanting to cater for women golfers, question marks around participation numbers and female consumer behaviour have historically put many retailers off from properly serving the needs of this

group altogether. Ask a room full of golf retailers what they think of ladies’ apparel and hardware, and the response will be, at best, mixed. There is a common view that retailers will be left with unsold stock at the end of the season and, as a result, most shops stock far fewer items for women than they do for men. And yet, as research shows, out of the eight million people in the UK who play golf, 40 per cent are women. So are golf retailers who pay little more than lip service to the women’s market missing a trick? Here, we catch up with three PGA Professionals to find out how they retail to their female customers.

XMAIL is a customer relationship marketing tool which increases footfall to other pro shop and deepens relationships with customers. With proven success, XMAIL is a game changer in retail communications. Contact us via the CHAT button on our website, www.crossovertec.co.uk.

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MARIAN RIORDAN PGA Head Professional, Ballykisteen Golf Club, Republic of Ireland Among her many duties as head professional, Marian runs the shop at Ballykisteen Golf Club, a resort club near Tipperary which boasts 500 members, of which 20% are women. She is supported by four members of staff, including a new female retail assistant. Only half of the female members play on a regular basis, yet despite these numbers, the women’s clothing and accessories section in the 25-square foot shop occupies around a quarter of the overall retail space. “We get a lot of custom from hotel guests, many of whom are women, and it’s a big part of my business,” says Marian. “We get good numbers of outsiders and I teach a lot of women too, so the shop needs to be stocked to appeal to them.” On selecting brands, Marian insists she doesn’t make choices specifically for women. “I tried that, but really struggled, mainly because the price point can be so much higher for women’s apparel. I stock two or three ranges for women and try not to buy much stock, which is very different to how I buy for my male customers. You’ve got to remember that when a female customer buys a nice top from me, even though her friends might like it, they won’t buy it for themselves as their friend has it. So there’s no point in me buying a dozen items from the same line. “I just pick out what I think will sell. With men, you can get away with asking the sale reps what’s popular, but when I’m buying for women, I tend to take more time and make a more considered choice about what will appeal to my regular customers.” “I spend much more time merchandising the ladies’ section, even though the men’s market is bigger for me. If an item catches their eye, women will go over and have a look. Placement and price are so important. Ladies won’t ask you for the price, so it’s key to make sure everything is labelled correctly and clearly. I find that the women don’t want to engage, but they do enjoy browsing.”

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MARTIN BALFOUR PGA Head Professional, Donnington Valley Golf Club, Berkshire Martin has always believed that women’s retail can be a very profitable area of the business and his ladies’ section now occupies over a third of the shop and contributes 45% in terms of turnover and profit. “I used to manage all the retail side of the business – including the ladies’ section – myself, but it wasn’t until I took on our female assistant, Laura Willoughby, that the ladies’ section moved to another level. She buys carefully and smartly, and spends hours looking at styles, sizes and colours. Twice a year, she meets with the brands and selects between three and five ranges each season, depending on what they are offering.” Martin and his team are careful when it comes to stock management and run XPOS reports on a weekly basis, looking at dead stock, from which actions are agreed for the week ahead. Laura carries out a stock turn analysis and looks carefully at what is selling. “With ladies’ apparel, we’ll restock what’s selling fast, and move on what isn’t doing so well”, adds Martin. “We’ve focused on the in-store experience with women in mind. We merchandise differently for them and mix up the ranges to display outfits” Donnington Valley is a resort club with around 70 women members. The shop benefits from a steady stream of hotel guests, including groups of women visiting for the weekend to play golf. The pro shop enjoys a good local following, which Martin says has taken years to build up. “I find women are prepared to travel for nice clothing and we see lots of visitors in the shop as well. “We’ve focused on the in-store experience with women in mind. We merchandise differently for the ladies and mix up the ranges to display outfits, rather than have a whole rail of shirts, for example. We also have a really smart changing room, which gets many positive comments.”

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SARAH WALTON PGA Head Professional, Belton Park Golf Club, Lincolnshire Sarah joined Belton Park three years ago, where she works alongside her partner, Chris. There are over 75 women members and around 50 that play regularly. Just over 25% of the pro shop is allocated to the women’s section. “When you build up good relationships through coaching and other facets of the business, many women will really support the pro shop,” says Sarah. “The more you can build loyalty, the less you have to go down the route of discounting. Unfortunately, there are always those ladies who just wait for the sale rail, which I don’t often find with the male customers.” With both ladies and men’s sections, Sarah and Chris run a tight ship when comes to stock control. “We’ve tried to work with smaller brands, so we can buy a bit of what we want and move quickly to add stock or change direction if necessary,” adds Sarah. “I’m always conscious of colour schemes, especially in the ladies’ section. We look at team colours as well, so navy trousers and skirts are always core pieces, as pretty much everything goes with navy.” Women’s apparel is displayed alongside women’s shoes, so the customer can see how they look together, and Sarah suggests another good tip is to situate the women’s section next to the fitting room. One of the companies introduced to the pro shop this year offers apparel that can be worn off-course and, says Sarah, it’s been a big success. “Women’s golfwear is notoriously pricey, so these multi-purpose items are perceived as much better value for money. A jacket that can be worn for walks and social outings, as well as for golf, holds more appeal for our female customers and we are keen to explore this part of our retail offering more in the future.”

ADVERTORIAL

THREE REASONS TO GOLF IN TUSCANY THIS AUTUMN Autumn is a fantastic time to explore southern Tuscany, known as Maremma, where the PGA National Italy - Argentario Golf Resort & Spa – is located. So what makes this season so special for visiting golfers? The Wonders of the Great Outdoors Autumn is one of the prime times to play golf and visit the Maremma as it is the best season to go out and explore nature in this relatively-undiscovered region of Italy. The temperature is pleasant, the leaves are falling, and the changing colours of the surrounding flora are mesmerizing whilst almost every village has its own food festival where you can indulge in the local seasonal flavours. The town of Orbetello, for example, which is just a 5-minute drive from the Argentario Golf Resort & Spa and located in the middle of a WWF-protected lagoon, hosts the Gustatus Wine & Food Festival towards the end of October. Tastings, cultural events, street artists and live music along the streets bring this charming, ancient town to life.

as part of the hotel package called “Golf & Wine” (3-night package from 512 euro per person).

Witness The Olive Harvest In October, Argentario Golf Resort & Spa harvests its own olives from its beautiful olive groves that can be found along the

back nine of this championship golf course. The Resort’s expansive verdant estate is maintained exclusively using only organic and sustainable methods, and consequently has been awarded the BioAgriCert environmental certification. It then produces its own organic extra virgin olive oil, served in its gourmet Dama Dama Restaurant and in the more informal Club House Restaurant (you can also buy the olive oil in the hotel shop as a memento to take home).

About the PGA National Italy The Argentario Golf Resort & Spa, just an 80-minute drive from Rome Fiumicino International Airport, features 73 design rooms and five independent luxury villas immersed in the pristine nature of the Monte Argentario Promontory. In addition to the 18-hole golf course, driving range and academy, it offers other sport facilities such as tennis and padel courts, a mini football pitch and a series of jogging trails. The heated indoor pool at Espace Wellness Centre is open all year-round, as is the modern gym and spa. The range of services is completed by the restaurants serving Tuscan and Mediterranean specialities, the Dama Dama Restaurant and the Club House Restaurant.

Experience a Local Wine Tasting Argentario Golf Resort & Spa also collaborates with some of the most notable vineyards in southern Tuscany. You should not miss a visit to the state-of-the-art design Le Mortelle Winery, owned by the celebrated wine family, Marchesi Antinori. You can visit this and other local wineries, complete with a tour of the property and a wine tasting,

To request availability and a quotation, call +39 0564 810292 or email booking@argentarioresort.it and mention you are a PGA Member for extra benefits. www.argentarioresort.com

August 2020

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TRAVEL

A MESSAGE FROM GOLFBREAKS August is upon us and that means only one thing. Members are out on the course enjoying the summer sun, clubhouses are bustling once again as facilities start to fully re-open and coaching diaries are full now your members have got back into the swing of things. Venues in the UK and abroad are also open again, meaning golfers can now enjoy their golf at some of the most popular venues. Thanks to the introduction of air bridges, golfers can now fly to a large number of the most popular golfing destinations without fear of self-quarantining on their return. As Women’s Golf Day fast approaches on the 1st September, this month’s feature focuses on some of the best venues in the UK and abroad for women’s group trips and celebrates two PGA professionals who have developed initiatives to grow the number of females participating in our wonderful game. Golfbreaks have long been committed to helping grow the women’s game, offering golfing holidays that tick all the boxes for female golfers. In 2019 Golfbreaks launched its own Women in Golf Initiative, committing to ensure we offer amazing packages tailored to women golfers and encouraging trips away to enjoy some amazing venues. In 2019 we also became one of the only golf tour operators to sign the R&A’s Women in Golf Charter, further cementing our commitment to growing the women’s game. So whatever type of trip you are planning to run, now is the perfect time to start planning for 2021. Don’t be shy, get in touch and see how we can help. I hope you enjoy this month’s articles and I look forward to seeing you on the course soon!

Ben Foster Head of Pro Travel

WHY BOOK WITH GOLFBREAKS

BEN FOSTER Head of Pro Travel M: 07471 034 852 E: bfoster@golfbreaks.com

EARN 5% commission SAVE with our market leading rates & bespoke packages at over 2,500 venues worldwide PEACE OF MIND with our market leading customer service levels EXPERT advice from our dedicated Pro Travel team EASY access to your quotes, bookings and make payment through our online portal EXCLUSIVE Breakpoints loyalty scheme

FRASER CARR Senior Business Development Manager North UK, Scotland & Ireland M: 07801 831 929 E: fcarr@golfbreaks.com

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JAMES MARTIN Business Development Manager South UK

JOE BOWREY Senior Travel Consultant E: jbowrey@golfrbeaks.com

M: 07849 083 479 E: jrmartin@golfbreaks.com

TRAVEL

ASK THE EXPERT…. JOHN CHEETHAM

What inspired you to start Ladies Love Golf? I have always had a huge passion to grow the women’s game and early on in my professional career was amazed how low the percentage of females playing the game was! After successfully growing ladies’ memberships & coaching programmes across various facilities early in my PGA Career I wanted to pull together the ingredients of this success & create a brand which offered something new and exciting to women of all ages and abilities. Essentially, a fun, social community which provides first class coaching, away days, trips abroad & a complete pathway for women in golf with no barriers. ‘Ladies Love Golf’ was launched in 2015 at the forward thinking 3 Hammers Golf Academy with huge success. We now operate in multiple locations in the UK with 100’s of women embracing the community and enjoying all the benefits golf has to offer. First group trip abroad? Our first women’s golf trip abroad was back in 2016 at Vila Sol in Portugal. We had 14 attend a fantastic trip packed with coaching, on course play, sunshine, wine and plenty of laughter! For 9 women in the group this was their first experience of overseas golf. What inspired you to travel & take groups away? I’ve always love to travel! My wife and I have visited some amazing places together and even got married in Italy. With some incredible destinations just a short flight away it is perfect to combine my passion for golf and travel together. For many women they also get a lot of confidence from travelling abroad with a PGA Professional and it is extremely rewarding to see so much enjoyment from the groups on the trips away.

Founder & Director of the Ladies Love Golf community, Golfbreaks Pro Travel Partner & PGA Professional

UK or abroad? I do think the UK has some fantastic venues and at LLG we enjoy multiple overnight UK stays. However, for me the sunshine, the golf, food and culture of some of the destinations in Europe is tough to beat! Favourite golf resort for coaching ladies? We have visited some fabulous venues but last year’s trip to Islantilla, Spain was one to remember. The venue has 3 loops of 9 for different abilities in the group, which was great for me as a coach. In addition to this they have a superb practice area for the various classes I put on in the week. The food was good, and the ladies enjoyed an evening of Spanish dancing on the final night with a few Sangrias! Favourite golfing destination? The most stunning golf location I have been to is Hamilton Island Golf Club on Dent Island, which is off the coast of Queensland in Australia. Simply amazing views and a once-in-a-lifetime experience. Your travel essentials? Firstly, a good pair of golf shoes! I usually walk a serious amount of mileage in the week so comfortable golf shoes are high on the list. Apart from this I travel pretty light; sunglasses, sun cream, shorts and plenty of shirts. I also think communication is key on these trips so working alongside Golf Breaks I make sure each lady had a full itinerary for the week when they arrive. Where are you going next? Next on the list is our first coaching break to Tuscany. We are heading to the PGA Argentario Resort situated on the Tuscan coastline around 1hr 30 north of Rome. We can’t wait for our first experience of golf in Italy!

For more information on how the Golf Pro Travel team can help please contact: 01753 752 880 | email pga@golfbreaks.com |

@Golfbreaks_Pro |

@golfbreaks_pro_travel

August 2020

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TRAVEL

ASK THE EXPERT…. SARAH WILSON First group trip abroad? France, playing the well known courses at Le Touquet and Hardelot but also adding some of the others quite locally including Belle dune and Wimereux. What inspired you to travel & take groups away? The camaraderie we have at our club first made me think that it would be fun but could also be a good learning experience for golfers. It has spiralled from there with the word spreading and the women encouraging more friends to come along for a “Chix on Tour” holiday. The women make the trip with their enthusiasm and now our holidays include days out and a lot of fun evening events organised by our CFO (Chief Fun Officer) as well as a few golf clinics, of course. UK or abroad? So far mainly abroad as we like to get away in the colder months in England between October and April. Although we have also taken overnight trips within the UK to play other courses and often ladies from those clubs have played against ours in friendly matches. Favourite golf resort for coaching ladies? Definitely Valle del Este in Spain. The venue lends itself to all

Founder of the inclusive women’s golf programme Chix with Stix UK, England School Girls Team Manager and Advanced PGA Professional at Bramford Golf Centre in Suffolk.

standards of golfer and we never tire of its challenges. The fact that the facility and staff are so accommodating when I want to carry out clinics on the range, chipping or putting greens is great. And there is no better place to coach green reading than the massive sloping putting green just outside the hotel. Favourite golfing destination? I can’t separate my top two. Firstly, Killeen castle which is a beautiful course in a beautiful setting that I love every time I play it and it already has so much meaning for women’s golf after the fantastic Solheim performance in 2011. Then secondly, the probably lesser known Golf Club at Playacar in Mexico which is the most beautifully manicured course with everything you’d expect, white sand, bright blue water and the odd palm tree in the fairway. Your travel essentials? Sun Cream and phrasebook including ‘where is the 19th hole?’ in the native language! Where are you going next? I’m looking forward to an Autumn trip to Sueno in Turkey with 20 fun-loving golfing Chix! Then it’s Spain and hopefully Morocco next Spring.

For more information on how the Golf Pro Travel team can help please contact: 01753 752 880 | email pga@golfbreaks.com |

The PGA Professional

#makinggolfhappen

@Golfbreaks_Pro |

@golfbreaks_pro_travel

TRAVEL

SIX AMAZING VENUES FOR YOUR NEXT LADIES BREAK

When it comes to golf holidays, there is not much that can beat getting away with the ladies for a relaxing escape. Whether your idea of heaven is sitting on the terrace sharing a bottle of wine, relaxing in the spa, or simply playing as many fantastic golf courses as time will allow, we count down the destinations that make for an unforgettable golf break. Read on and start ticking these venues off your list.

LA MANGA - MURCIA, SPAIN

JOE BOWREY Senior Travel Consultant

£369 From

Hotel La Manga Principe Felipe is a luxurious 5-star hotel and per pers on golf resort and arguably one of the best golf resorts in Europe. The Golf Club boasts three Championship standard golf courses each offering an exciting challenge. La Manga Club also has an impressive 10 restaurants in and around the resort. A must visit is La Bodega, only a few minutes’ walk from the main hotel, where you can enjoy traditional Spanish tapas and fine wine. The resort also boasts more than 50 different treatment rooms, and the spa facilities at La Manga Club are second to none. 4 nights bed & breakfast & 3 rounds of golf from £369 per person Pro goes FREE with 7 amateurs

£299 From

PRECISE RESORT EL ROMIDO - HUELVA, SPAIN

This modern and contemporary designed 5-star hotel is fantastic value for money and is part of one of the most outstanding resorts in Costa de la Luz. Apart from the hotel, the onsite Golf El Rompido has two fantastic 18-hole golf courses; North and South, and excellent practice facilities. There are also three restaurants throughout El Rompido, two in the hotel and one in the clubhouse. The popular El Faro is located adjacent to the swimming pool where guests can enjoy a refreshing cocktail and sample fresh grilled fish dishes. There is also an excellent spa onsite with swimming pool, Jacuzzi, steam bath & sauna. 4 nights half board & 3 rounds of golf from £299 per person Pro goes FREE with 7 amateurs

per pers on

£349 From

HOTEL BARRIERE LE WESTMINSTER LE TOUQUET, FRANCE

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The Hotel Barriere Le Westminster is a 4-star luxury hotel in the popular area of Le Touquet in Northern France. Steeped in history, this elegant hotel oozes class with its 1920’s grandeur and charm. The hotel has an amazing spa with five treatment rooms, a steam room, sauna, jacuzzi and indoor pool and offers a selection of facials, body treatments and massages. It also boasts its Michelin star Le Pavillion Restaurant, luxury Brasserie Les Cimaises, and fantastic cocktail bar, perfect for an after-dinner tipple! There are also several high-quality golf courses to choose from in the local area including both courses at Golf du Touquet, two at Golf d’Hardelot and the fantastic Golf de Belle Dune. 3 nights bed & breakfast and 3 rounds of golf from £349 Includes Eurotunnel crossing Pro goes FREE with 7 amateurs (on selected dates)

August 2020

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TRAVEL

EAST SUSSEX NATIONAL GOLF HOTEL – EAST SUSSEX, ENGLAND

£109 From

per pers East Sussex National comprises luxurious facilities, quality on service, and even better golf courses. The resort is a hidden treasure and is home to The East and West golf courses, both championship standard courses that will provide a great test of golf to any standard of golfer. East Sussex National also boasts The Health Club and Horsted Spa making it the perfect short break location for your group to relax in, as well as the opportunity to play some of the best golf in the area. The resort also boasts 2 restaurants. You can enjoy a sumptuous evening meal and relax in the Hunningtons Restaurant and Carvery, or there is also the option to upgrade to eat in the Pavillion Restaurant, the recipient of two AA Rosettes. 1-night dinner, bed & breakfast & 2 rounds of golf from £109 20% off drinks for groups of 12 or more Pro goes FREE with 11 amateurs

£109 From

CARDEN PARK HOTEL, GOLF RESORT & SPA - CHESHIRE, ENGLAND

Carden Park is perfectly located between the open landscapes of the Cheshire plain and the rugged Welsh hills and was also named ‘Winner of England’s Best Golf Hotel at the World Golf Awards’ in 2018. Two stunning golf courses can be found at Carden Park Golf Club, the Cheshire and the Nicklaus, both of which offer an enjoyable round of golf for all abilities. Carden Park also boasts several excellent dining options. Redmond’s Restaurant offers fine dining in an AA Rosette holding restaurant and The Vines is inspired by the onsite vineyard where you can enjoy delicious nibbles, seasonal mains or try something from the grill including their speciality local steaks. The resort also benefits from the award-winning Carden Park Spa, offering 20 candlelit treatment areas with over 40 treatments available for you to indulge in from facials to full body massage. 1-night dinner, bed & breakfast & 2 rounds of golf from £109 10% off drinks for groups of 12 or more (on selected dates) Pro goes FREE with 11 amateurs

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£250 From

THE GLENEAGLES RESORT - PERTH, SCOTLAND

Scotland’s most iconic resort has everything you could ever per pers on wish for in a luxury golf break. Set amidst a stunning French chateau, the resort offers beautiful guestrooms with all the modern luxuries you would expect from such a renowned venue and is widely regarded as one of the great golf resorts of the world. This stunning resort offers a wealth of sumptuous places to eat and drink from Michelin Star cuisine to the atmospheric 1920s-style oak-panelled bar, Auchterarder 70. It also boasts The Spa at Gleneagles by ESPA provides a holistic range of therapies, including ayurvedic massage, Orient-inspired reflexology, natural facials, and hydrotherapies. Three championship courses also await! The King’s and Queen’s course are simply stunning whilst the PGA Centenary course provided a stunning backdrop to the enthralling 2019 Solheim Cup and 2014 Ryder Cup. 1-night bed & breakfast & 2 rounds of golf from £250 per person Pro goes FREE with 7 amateurs

For more information or to book your next break, get in touch with our dedicated Pro Travel Team 01753 752 880 | pga@golfbreaks.com |

The PGA Professional

@Golfbreaks_Pro |

#makinggolfhappen

@golfbreaks_pro_travel

COACHING

MARIA “FAST” FASSI M

PGA Professionals Andy Proudman and Piers Ward (Me and My Golf) are here to share with you some of the great insights and techniques they have gleaned from spending time with some of the world’s top players.

Check out the full video with Maria Fassi here. https://youtu.be/2oLdTN43YP0 If you want to know more about the work Andy & Piers do, connect with them in the following ways:

aria Fassi’s is a rising star on the LPGA Tour after turning Professional shortly after finishing 2nd at the Augusta National Womens’ Amateur in 2019. Maria has also recorded her first professional victory at the Cooper Communities NWA Charity Classic 2020. We had the opportunity to spend some time with Maria at the end of 2019 to talk to her about her game and her golf swing. After seeing Maria crush her first shot it was clear to see that one of her biggest assets is her power and speed she generates to hit the ball. With clubhead speeds of around 110mph, she’s 16 mph faster than the average on the LPGA! Maria is a great athlete as well as a golfer and she discussed how she was a great soccer player. Most soccer players have a very strong lower-body and this certainly shows up in her swing as where she generates such high speed. Maria is coached by David Leadbetter so it’s no surprise she has a beautiful looking swing style that David is renowned for but let’s take a close look at how the speed shows up in her technique, predominantly how she uses the ground so well. GETTING “READY” Maria’s posture is what Leadbetter likes to describe as “ready.” She’s in a balanced athletic position ready to move. As she moves the club away, it’s clear that the pressure is moving over to the right leg as she “winds up” the upper body over her right side. To help facilitate this she allows the left leg to move in and back and the right leg to straighten slightly, this helps load the trail leg, ready to push off it again as she changes direction.

TRANSITION This is where the magic happens where Maria shows her athleticism, something we can all learn from, but maybe not attempt to this level. Using the ground extremely well here, she creates the forces to rotate those hips, shift the pressure to the lead leg early as well as create plenty of “vertical push. Email: info@meandmygolf.com Website: Meandmygolf.com

August 2020

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COACHING LOAD AND EXPLODE This drill is great for shifting pressure throughout the whole golf swing. Have your student make a backswing and to help with a little more turn, have the lead knee move in back behind the golf ball and have them lift their lead heel. This encourages a great “loading” of pressure into the trail leg as well as placing them more behind the golf ball to produce a more upward attack angle at impact. Have them initiate the downswing by stamping that heel into the ground. This creates that pressure shift to the lead leg early, a key component that Maria does so well to create that vertical pressure.

The stretch between her upper and lower body is amazing. Her hips are square way before her lead arm gets parallel to the ground. See the image below. CENTRED KNEES This drill was shared with us by PGA Master Professional David Ridley some years back and allows you to feel how the feet interact with the ground from a lateral and rotational perspective. Have your student make a backswing, ensuring that the hips and knees have made some degree of turn. Hold a golf club or alignment stick underneath the hands and ask them to “centre” their knees whilst leaving the hands ‘behind’ and resisting the unwinding of the upper body. This allows the weight to shift to the lead leg and creates a big stretch between the hips and torso to help produce some rotary force with the lower body.

She also demonstrates what many of the long hitters do where she “unweights” the lead leg as the ground pushes her up and back through impact as a result of applying the vertical pressure in that leg in the downswing. It’s safe to say there is a lot of energy going to the clubhead right here.

HOW CAN WE APPLY THIS? As you know, coaching is often exploring movements to help create “feels” that our students can implement and more importantly repeat on their own. Here are a couple of drills that have helped not only our students but also ourselves when it comes to using the ground and lower body more efficiently.

The PGA Professional

#makinggolfhappen

We were extremely impressed with Maria, not only with her raw power and technique but also her attitude towards golf. She’s certainly one to watch for the future especially if she is 30 yards past her playing partners! ●

COACHING

ATTRACTING MORE WOMEN TO Recruiting women into golf is only part of the challenge. Once there, how do you retain them? PGA Professional Jo Taylor may have some of the answers.

GOLF

Now more than ever the gender and equality debate is being talked about in golf, from the success of the Rose Ladies series, to the storm around Mel Reid’s tweet regarding the non inclusion of women in the TaylorMade Driving Relief Challenge. Women are being encouraged into the game with numerous participation projects and these are proving that there are women out there who are keen to give golf a go, with some reports suggesting women make suggest women make up around 40 per cent of all new golfers. However, the number of female club members across the UK is still as low as 12 per cent. In many cases this is a number that is still declining. Last year I completed a Masters degree in Sports Coaching where I made the disconnection between the number of women taking up the game, and the number of women joining a club as the focus of my thesis. I wanted to find out what women taking up the game enjoyed about it and what put them off joining a club. Among the things women taking up the game enjoyed were the challenges learning the game presented. They also enjoyed the escape golf provided from the stresses of work and family life. Being outside in nature and the

opportunity to meet a whole new circle of friends were also big factors. However, they also faced a number of barriers, the most prevalent being how existing members of the ladies section received them. Women reported feeling interrogated every time they met a lady member on course, whose habitual response was to march up to a new female golfer and ask ‘are you a member?’ This immediately made the new golfer feel out of place and frequently made them feel like they didn’t have the right to be out on the course. Those women who had either joined a club, or had joined an introductory membership scheme, also reported feeling pressured to join in with existing practices. For many, the idea of playing in a competition created stress and was something they neither enjoyed nor felt ready for. It is often the case that existing practices have been developed over a number of years, with things being done in a certain way for a long time. Within golf clubs, women traditionally fitted into the club on men’s terms, playing at their allotted time and playing the type of golf that was given status i.e. competitive golf. It is easy for a new golfer to be marginalised if they do not conform to expected

August 2020

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COACHING behaviour and consequently can find themselves with no one to play with if they don’t join in with the status quo. On the other hand, if a new golfer joins in with expected practices even if they don’t enjoy the type of golf being played, the enjoyment golf once gave them can soon evaporate. Despite the barriers faced, the women interviewed all viewed club membership as something to aspire to. They liked the idea of belonging to a club and being part of something. APPLYING THE RESEARCH TO INCREASE PARTICIPATION Every club is different and there is no one size fits all solution to growing female membership. However, there are a few areas where change can be initiated and the PGA Professional can and should be at the heart of these changes. Firstly creating a feeling of safety in numbers amongst new women and a clear pathway from beginner to club member is key. ENGAGING NEW WOMEN INTO THE GAME Beginner coaching initiative – There are not enough women out there who already play a little bit of golf who are going to suddenly take up club membership. Demand needs to be created by offering a beginner coaching initiative. The type of offering will differ based on the club or facility. Place high importance on social bonds – creating a feeling of community really helps enjoyment and creates a pool of playing partners early on. Social get-togethers and Whatsapp groups are a great way of achieving this. Get on course early on – this eliminates the fear factor when stepping out on the course for the first time. Ideally this should be done with the guidance and support of a PGA Professional during a coaching session. Create a sense of belonging early – allowing women to access equipment, practice facilities and the course in-between lessons starts to build a sense of belonging to the club. RECRUITING NEW WOMEN INTO YOUR CLUB Entry-level membership is essential – this may take the form of an academy membership, introductory membership or a trial scheme.

Despite the barriers faced, the women interviewed all viewed club membership as something to aspire to. Create a sense of belonging – once someone has signed up to a membership scheme, ensuring they feel part of the club is key. It is especially important that women are made to feel fully part of the club. Playing opportunities, especially those with a social emphasis and less focus on competition, are a great way to help new golfers settle in. Create options – make it clear that as a club member it is ok to play the type of golf you enjoy. Not joining in with a Tuesday medal if it is unenjoyable is perfectly ok and doesn’t mean you’re not a ‘proper’ golfer. Creating multiple playing opportunities and a core group of playing partners amongst new women really helps with this. RETAINING WOMEN AS CLUB MEMBERS Stepping up to full membership – if the entry level membership has done its job, full membership should be an appealing next step. Membership options – having multiple category and payment options is again crucial in reducing the number of barriers a new golfer faces and makes transitioning to full membership as easy as possible. Course access – ensuring women, especially younger women who are working full time, have full access to the course at weekends is vital Playing options – the community of playing partners created right back at the introductory coaching stage means that women who join the club can make a choice about joining in with the existing lady members. They also have a group of regular playing partners around them who they enjoy playing with. This can make all the difference to an individuals continued enjoyment of the game. Key Contact – once a new member has joined it is important to ensure they have a key contact within the club who can keep in regular contact with them over their first few months, offering guidance and support.

Create a stepping-stone into the club – for many golfers who are at the point where they want to commit to the game, full membership is still a big jump. Offering an entry level membership is important, especially for those considering whether the cost of membership is worth it. Cost per round is still important – many women taking up the game today are working full time and many also have family commitments. Cost per round is therefore going to be a consideration for many, especially if they are still relatively new to the game and are weighing up whether they play enough/enjoy it enough to justify the cost.

The PGA Professional

#makinggolfhappen

Joanne Taylor is a PGA Professional based in Surrey. She graduated from The University of Birmingham in 2011 with a BA (Hons) Applied Golf Management Studies and again in 2019 with an MSc Sport Coaching. She is also an ASQ Level 3 Golf Coach and will be starting a Doctorate in Sport and Exercise Science in September 2020.

COACHING

COACHING WOMEN TO BECOME LIFELONG PARTICIPANTS IN GOLF We know there are women out there who are interested enough in golf to give it a go. But, how do you make the crucial first few coaching sessions engaging and enjoyable so women want to keep coming? Jo Taylor offers some insight. MAKE SESSIONS FUN If you’ve never played golf before, standing on a range hitting the same shot over and over is a kin to going to a tennis lesson and hitting the same serve endlessly for an hour. In other sports coaching sessions allow the participant to experience ‘playing’ the game, yet golf seems to have largely got stuck in the model of range based coaching. There are several issues with this method. Firstly new golfers can become hung up on getting technical elements just right which means they end up addressing the ball with a head full of swing thoughts before they’ve even hit the ball. Using the tennis example, would you worry about your grip the first time you play? Highly unlikely, you would just have a go. Technical improvements can be added in later. By sticking with this paint by numbers approach to beginner coaching we are reinforcing the notion that golf is difficult. If a new golfer feels they’ve got to get to week six before they are good enough to get out on a golf course, it gives the impression they’ve got to pass a test before they are allowed out. This is enough to put some people off having a go altogether. The experience of then getting out on a golf course for the first time can be extremely nerve wracking and potentially off putting. ON COURSE FROM SESSION ONE Getting new golfers out on the golf course from session one has many benefits. •

Fun – experiencing being on a golf course and feeling comfortable in the environment is a huge thing for a new golfer. Women who have learned in this way report feeling an almost unexpected sense of fun

•

Learning in context – golf courses are the most varied environment going, learning in context makes golfers far more creative and adaptive. It also gives a great understanding of why a particular shot is needed and how shots link together

•

Building a community of women – Building a group of playing partners right from session one is a really successful way of making sure new women feel supported and have others around them who are at the same point in their golfing journey.

•

Build up technique as you go – adding in new shots or new aspects of technique as you go means things keep progressing. However, the key point here is that a new golfer isn’t just told how to do something, they understand why. For example, letting a golfer experiment with different grips allows them to understand what impact holding the club in different ways can have on the clubface and the ball flight.

•

Secondary benefits – getting new golfers out on course has other benefits too. A golfer who has been used to the on course environment early on has a far better grasp of what is going on around them, they are more aware and more resilient. This can help massively when meeting other more established golfers on course, who may otherwise not be so friendly if they meet a new golfer who has, for example, marked their card in front of the green before moving off to the next tee.

This type of coaching has a far higher retention rate and in my experience women who have had a go at golf on a range in the past and found it boring have had far more fun and have remained in the game for longer when learning on course. ●

August 2020

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MARKETING

WHY YOU NEED TO CHANGE YOUR

MARKETING STRATEGIES TO ATTRACT FEMALE GOLFERS n BY ANTJE DERKS

Perhaps it’s not fair to say that you are forgetting female golfers in your marketing strategy, but it is clear that there is a serious problem throughout the industry and very few people are talking about it. If we are not to forget this huge demographic, then we must change our marketing strategies to make them feel included. What is obvious though, is that golf is consistently failing to attract and develop female golfers who love the game as much as the men. While there are a lot of women who play, the research indicates that overwhelmingly players are middle aged white men. As a result, the game is missing out on a vast and profitable market. In a perfect world, if men and women played in equal proportions, bookings would increase by around 47%. Thus, if you want to up your profits, round booking and coaching sessions, then you need to examine why so few women are playing the game. One reason why women aren’t playing golf is down to the male-only culture that has dominated the game and clubs up and down the country for years. Up until a few years ago, some clubs were male only - with only a handful of ethnic minorities playing. In order to change, Clubs and PGA Professionals must shape their marketing to be more inclusive and entice a wider demographic into this fun and incredibly addictive sport. SO WHAT CAN YOU DO? The first thing seems obvious - make women a more prominent feature at the club - and not just behind the bar. In order for young women - the next generation to start playing, they need to see strong female leaders

- and players - that they can aspire to. You could think about employing a female Professional and put her in a position of leadership, it will do wonders for your education programme. A competent and inspiring female player will get the sisters, mothers and wives interested in the game. Alternatively, if you don’t have the funds to hire permanently, invite a female coach or player to come and give some lessons or run some workshops and build a targeted advertising and marketing campaign around it. In order to attract more women into playing golf, there needs to be a shift in outlook from the management. Women like to be social - you could offer nine holes and a social with an informal clinic once a month. But don’t call it ‘Ladies night’ because that’s unimaginative and very ‘stuck in the 90s’. You could run summer girls golf camps. Parents are always looking for new activities for their children to fill up the long summer holidays - trust me on that - but you need to cater to a wider demographic and pitch it at an affordable price. Too expensive and you rule out an avalanche of potential new clients. But again, just because it’s for girls, don’t make it too pink. Think about having a decent range of women’s lines in the pro shop, with a female assistant. It can make all the difference - as can showing the LPGA tour on one of the many screens in most clubhouses. These little changes do wonders for the culture at your club. The aim is then data gathering. Once you have women playing regularly at your course and booking lessons, you can start to build up a picture of them, their wants and needs and tailor your marketing strategy accordingly.

August 2020

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MARKETING

FAMILY MATTERS

UTILISING DATA

Once there’s a permanent shift in your culture and more women start to attend your club, you will see a shift in the demographic too. Women love to give verbal recommendations, so you should see that customer base grow. Furthermore, women tend to be loyal and if they get into the game and they know there is a safe and affordable summer camp where they can enrol their children they will - if only so that they can enjoy a lesson or a round in peace and quiet. Ultimately, the rule is - if you want to get the kids, you’ve gotta get the mums first. A bigger female customer base will not only increase your personal revenue as a pro through lessons and retail, but could also boost your revenue at the club overall. That’s because men tend not to buy events. Women always make the final decision on where to host a wedding, christening or special birthday party. If they don’t step foot inside your club, they’re not going to know - or consider it - for a big function. When I used to play polo, we had a similar problem. When I started, there were only a handful of us at the club. By the time I had hung up my stick, there were almost as many women playing as men. Their kids were playing - my kids were playing - and guess what? They all held their events there. My small children had their joint birthday in the clubhouse. They and their mates had a rudimentary hour of polo on tiny ponies and then the usual jelly and ice cream. Their mummies came and as a result, the club had lesson bookings and events bookings. Everyone was a winner.

So how can you utilise this data? What you do is you look at your lesson bookings and tee sheet to identify the different female demographics. This will usually be by age. Once you’ve done that, think about targeted email campaigns. For example, you may want to advertise wedding packages to women between the ages of 21 and 35, whereas you might promote birthday and anniversary celebrations to those in the 30 plus bracket. In order to future proof golf, we need to harness the children when they’re young to develop their passion for the game. Currently, many pros and clubs are struggling to attract and retain young players because they’ve not grown up with a club in their hand - unlike football. Every kid kicks a ball about from the time it can totter about on its feet. Mums tend to be the children’s taxi service - so if you can get the child playing, the mum could start and she will bring her friends. It’s just how we are. The good news is that it isn’t that difficult to make these changes and the benefits are felt almost immediately. For example, several golf courses that hosted a Women’s Golf Day event saw a lot of on the spot, membership purchases as well as repeat visits for lessons that included other members of the family. Lastly, it is vital for the future of the game that we make female participation a key issue. Golf cannot be a largely white man’s sport anymore there’s way too much money at stake. It’s time to start implementing those changes now. ●

The PGA Professional

#makinggolfhappen

MEMBERSHIP

YOUR PGA MEMBER BENEFITS Giving you access to a range of benefits and discounts designed to support members both personally and professionally.

PGA MEMBER SUPPORT Business Relationship Officers (BRO’s) are in place to support you, The PGA Member. They are here to help forge stronger links within the industry and provide PGA Professionals with a free service, designed to support and improve the personal and professional lives of our Members. A wide variety of support is provided such as Business Reviews, Contracts & HR, Negotiating Retainers, Marketing & Retail Advice, Coaching Support, Developing Customer Relationships, Identification of targeted Training Courses/ Educational Opportunities, Building Relationships within your Golf Club/Facility and more. For more information contact tina.banner@pga.org.uk or call 01675 470 333

Health and Wellbeing Support The PGA is committed to providing support for its Members and offers access to a 24/7 service provided by Insight Healthcare. A totally confidential helpline which is manned by trained counsellors who can provide help and advice on any matter that is causing anxiety, concern or depression. The service is also available to Members’ close family and employees. If you feel you or someone close to you needs help, the number to call is 0333 000 2082.

Legal Advice If you live in the UK and ROI, free legal advice is available from ARAG plc. 24 hours a day, 365 days a year on 0330 303 1846.

PAYE/National Insurance advice BDO LLP offer a free helpline to members. Contact michael. hepburn@bdo.co.uk or call on 0131 347 0355

VAT Advice

THIS MONTH’S HIGHLIGHTS INCLUDE: Access to exclusive deals on food, tech and everything in between The TOTUM PRO discount card and app offers you access to discounts and offers available online and via the TOTUM app. Browse a range of brands including deals on Amazon Prime, Boots and Co-op Food. What’s more, you can take advantage of TOTUM PRO for just £14.99 for one year* and as a member of The PGA you will receive an extra 3 months for free. 10% online discount at foyles.co.uk With nearly a million books available for home delivery, Foyles is the home for book lovers on the web. Free delivery is available on all UK orders, and their site boasts a wealth of author interviews and blogs to help you choose your next read. Plus sign up to their Foyalty card to earn points on every purchase*. Visit the Foyles website and enter code PGA at the checkout. Stay active with MyActiveDiscounts digital fitness subscriptions MyActiveDiscounts offers PGA members great savings on digital fitness subscriptions that can help keep you fit and healthy*. Stuck at home craving a movie fix? Save money on movies at home with up to 40% off home movie streaming from Rakuten TV*. There’s no complicated or expensive subscription, just buy Rakuten TV codes from The Cinema Society and use them against the films you want to watch on your Smart TV, laptop or mobile device - it really couldn’t be simpler! Get fit and save with Apple Looking to keep in shape? Stay on track with your fitness with the Apple Watch. Plus get active with your family by accessing fitness apps and YouTube through iPad*. Special discounts for PGA members. To take advantage of these offers and more, log in to the members area at www.pga.info, go to member benefits, select ‘UK Member Benefits’ and then ‘Find out more’. *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Foyles - Unfortunately the discount is not applicable against certain items, including but not limited to already-discounted products, events, gift cards, book tokens, theatre tickets, A Year of Books and the Animator’s Survival Kit. The discount is not applicable to postage costs. Foyles reserves the right to alter products included or excluded from the scheme, and to add to or amend these terms and conditions. Mongoose - Voucher terms and conditions will apply. Each individual voucher is worth 350 Rakuten Points, the equivalent of £3.50 in value for 1 movie rental in standard resolution on Rakuten TV. A Rakuten TV account is required to avail of the voucher value, setting up an account is simple and free with no ongoing subscription, simply use the vouchers to pay for what you use. Visit www.rakuten. tv/uk, further conditions apply please refer to the voucher page within “The Cinema Society” for full details. Apple - Annual purchase limits apply. Exclusions apply and discounts are subject to availability. For the latest offers visit the Apple EPP store. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

For support with golf-related VAT issues, contact stephen.phillips@ pga.org.uk or call 01675 470 333

August 2020

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MEMBERSHIP

Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open

Affiliate Bonus Become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee on your first sale and 20% fee on any future sales. Call 01844 296358 or email sales@skycaddiegps.co.uk for more info.

Mon-Fri 10am-4pm, Wed 7pm-9pm *Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.

Rangefinder Savings Public liability Insurance Cover is included in your subscription fee. Contact emma.hadlow@ pga.org.uk or call 01675 470 333 for your individual certificate. For any claims contact Howden on 0121 698 8050. Visit the dedicated PGA insurance site at: pgainsurance.co.uk

Wholesale and Delivery Service We are delighted to offer PGA Members in England & Wales a reliable wholesale & delivery service for soft drinks, crisps, confectionery and much more. Members can expect a wide range of brands that are competitively priced with free delivery and no minimum order. A complimentary gift is available to all new PGA account holders. Contact Tim Swingler on 07519 111582 or tim@ chappleandjenkins.co.uk, visit www.chappleandjenkins.co.uk for more info.

Card Payment Services* Preferential rates to PGA Members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.

PGA Members save over £150 on the new SkyCaddie SX500. Call 01844 296358 or email sales@skycaddiegps.co.uk for more info.

Turf Maintenance Equipment Take advantage of a special offer on the Prostripe Rear Roller Mower for your clubhouse surroundings. For more product information, visit ‘toro.com/prostripeuk’. To place an order on this offer or learn more, please share your contact details at pgamembers@toro.com

from A-Plan insurance* Members can earn £20 commission for each client introduced who goes on to purchase a Golfplan policy. For further information about becoming an Introducer, please contact the Golfplan team on 01527 868 160 or email info@golfplan.co.uk

Golf Trolley Discount 15% off trade price for account holders, personal use trolley. Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.

IT Services* Offering members a free IT health check of their business; up to three months free managed IT services when taking out a contract with an option to leave within the first three months if you change your mind. For more information contact 0207 078 3795 quoting PGA.

Essential Business Services Business expertise helping Golf facilities to save on essential business services. For more info on how we can help, contact 01444 220 060, info@smarterbusiness.co.uk and visit smarterbusiness.co.uk

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Incentive Programme Incentive programme of up to £500 in commission when recommending customers to purchase an all-weather home putting green. Call 01730 829 608 or visit huxleygolf.com

Special Product Offers Special offers on selected LG products for PGA members. For the most up-to-date offers, log into member benefits, select the ‘Shopping’ section. Or contact the team at lgvip@lge.com for any orders.

new proteins on the block

KIND’s registered Dietitian, Orla Danaher, tells us why plant based proteins are the next big thing! A plant-based diet involves consuming foods which primarily come from plants, as opposed to only from plants. You don’t need to go full vegetarian or vegan. Animal based foods still play an important role in our diet but are encouraged less frequently & in smaller amounts than typical of a Western diet. At KIND, we feel very passionate about the power of protein from plants. Nuts are the first ingredient in many of our bars & are good source of protein. Nuts previously had a bad reputation for being high in fat. We now know this is predominantly unsaturated fat (the good kind), which can lower cholesterol & reduce risk of heart disease. Nuts are powerhouse of nutrients, high in fibre & rich in key vitamins

& minerals such as magnesium, potassium, iron, zinc, selenium, vitamin E & B vitamins. Consumption of nuts in the UK remains low compared to other European countries. We are on a mission to change that, to show that nuts are not only delicious but also have positive implications for our health when consumed as part of a balanced diet. So why not try a KIND Protein bar when you’re next on the course? Please contact Will for samples & additional info on will.chamberlain@kindsnacks.com or give him a call on 07584 544111. available via kindsnacks.co.uk/pga and:

Turn trade-ins and unsold stock into cash The Golfbidder service allows you to liquidate used and unsold product quickly and safely with just a phone call. Instant quotes by phone Guaranteed prices Guaranteed payment

We collect the clubs And pay you immediately No hassles. No dramas

Not with us yet? Opening a trade account is completely FREE and takes just a couple of minutes over the phone. Call us on

Email us at

020 8401 6900

pros@golfbidder.co.uk

Partner

C O R P O R ATE PA R T N E R

We now pay you even faster! We promise to have your cheque in the post within 3 working days of receiving the clubs.

August 2020

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MEMBERSHIP Golf Carts To discuss your golf cart requirements, contact Kevin Hart, Sales Director – EMEA at: kevin_hart@eu.irco.com or call +44 1785 280 344. Members in Ireland can contact Liam Ross at The Buggyman at: liam@buggyman.net

Personalised Luggage PGA Members receive 20% off our luggage range. To view the full range visit www.asbrigolf.co.uk/pga-members-luggage. Please contact sales@asbri.co.uk or 02922 678 842 quoting ‘PGA Crested Luggage’.

Vehicle Leasing Offers Visit https://pga.pinkcarleasing.co.uk to view deals then contact the team on 0116 402 6500 to place an order, quoting your PGA Membership Number. Earn £75 for every client/club member referral who leases a car, just share the website details, your PGA Membership Number and have them give Pink Vehicle Leasing a call.

Vehicle Leasing Offers* Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit www.bmwpgasales.co.uk/pro, call 0207 514 3599 or email pgasales@bmw-issd.co.uk

XPOS Sales and Stock Management XPOS is the sales and stock management solution for golf retail, used by professionals to reduce stock and improve profit. PGA Members quote PGAX01 to receive three months free XMAIL, the integrated customer email service. Contact on 01454 418 395 or via the CHAT button at crossovertec.co.uk

Golfing Packages Commission Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Receive 5% commission on your booking. For an exploratory meeting at your club, contact Ben Foster on 07471 034 852 or email pga@ golfbreaks.com

Discounted Airfares Offering all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability). Contact the Traveleads sports team on 0113 242 2202 or email pga@traveleads.net quoting your PGA membership number.

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Travel Insurance* 20% off † travel insurance for members and their families as well as £10 every time someone takes out a policy on your recommendation. For every 10 policies sold in 1 calendar month, we will give you an additional ±£100. For more info log into member benefits, select the ‘Finance & Insurance’ and ‘Over 50s Travel Insurance’ section.

Aphrodite Hills Golf & Spa Resort 25% off for members on holiday residences public rates and 20% off hotel package rates (terms apply)††. For availability and prices email: Hotel Packages – reservations@aphroditehills.com Residences – reservations_mgr_AH@atlanticahotels.com For pro coaching groups, check with PGA Travel Partners.

Antalya Golf Club Attractive, all-inclusive rates for members and family. For The Sirene Hotel contact: volkan.cavusoglu@sirene.com.tr For Kempinski The Dome Hotel contact: michael.jones@agc.com.tr

Argentario Golf Resort & Spa 20% off the flexible rate at www.argentariogolfresortspa.it. For availability and prices on bespoke packages for members/clients, email booking@argentarioresort.it or call +39 0564 810292 quoting PGA Member

Slieve Russell Golf & Country Club 20% off B&B rates on www.slieverussell.ie For availability and prices email slieve.reservations@slieverussell.ie on or call +353 49 952 6444 quoting membership number.

Formby Hall Golf & Spa Resort Rates from £95pp including use of the pool and health club. Spa days from £49 pp. PGA deals available Sun – Thur. Members receive 10% commission on new golf bookings for groups of 12 or more. Contact Mark Williams on 01704 875 699 or reservations@ formbyhallgolfresort.co.uk quoting your membership number. For more detailed information and to take advantage of these and other fantastic deals, log into www.pga.info, select Member Benefits then click ‘Find out more’. *Only available to PGA Members in the UK. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. †Discount only applies to the base premium of your travel insurance quote and does not apply to any medical screening premiums where relevant. Offer ends 31 December 2020.’. Terms and Conditions apply. ±£10 for every travel insurance policy sold, plus an additional £100 for every 10 policies sold in 1 calendar month. Please allow up to 45 days to receive your cashback. Cashback will be paid to you directly via The PGA. If the policy is cancelled within the 14 day cooling off period no payment will be made. ††Pay directly in the hotel; flexible cancellation policy; valid only in low and mid-season; the discount can only be applied on the flexible rate and not on other rates or special offers.

EMPLOYMENT O P P O R T U N I T I E S Bramhall Golf Club

Aboyne Golf Club

The oldest club on Royal Deeside, Aboyne is the understated jewel in the Aberdeenshire golfing crown. Designed by Archie Simpson and enhanced by Martin Hawtree, this immaculately maintained course presents one of the most memorable tests of inland golf in Scotland. We now seek an ambitious PGA Professional, potentially a Director of Golf, who is keen to run their own business and make their mark managing all aspects of our golf operations. Possessing first rate customer service skills and an engaging manner, you will have good organisational attributes and a flair for marketing and sales as you grow our 600-strong membership base. Aboyne has a glowing national reputation for developing junior golfers, so you will also be pivotal in compiling coaching and tuition programmes. A newly refurbished bar and restaurant with stunning panoramic views is complemented with a pro shop, practice ground and short game area. Full candidate brief available by contacting president@aboynegolfclub.co.uk Closing date 1st September.

Sand Martins Golf Club are seeking a dynamic, passionate Head Professional to become a part of our progressive team. Sand Martins Golf Club is a vibrant members club with an active playing membership, located in the heart of Berkshire. With a great reputation in the region for our golf club and facilities, this position offers an opportunity for the successful candidate to earn, enjoy and thrive in a senior management role. Areas of responsibility include but are not exclusive to: • Overseeing the coaching/custom fit offering at the club. • Management of the golf retail operation alongside our retail coordinator. • Assistance with the day to day Golf Operations. • Work alongside the General Manager with member relations and communications. This Head Professional position provides a great opportunity for coaching and custom fitting, with use of our high-performance studio and first-class practice facility. For the position, we request all applicants are to be a fully qualified PGA Professional and have a minimum of 3 years’ experience in a similar role. Applicants are to send their CV alongside a cover letter to Charlotte Kidd: officemanager@sandmartins.com Closing date for applications are to be received by Friday 7th August, interviews are to be held week commencing 10th August.

Bramhall Golf Club is a traditional Private Members Club based in Cheshire and is well known as one of the friendliest and modern clubs in the county. The club are recruiting for a new Self-Employed Head PGA Professional. The club requires a Head Professional that is both a Teaching Professional and retailer of golf merchandise. The Head Professional will have full control of all retail activity, staffing and coaching. The Head PGA Professional will also head up the creation of a new golf club academy that suits the vision of the club’s management board and members needs. The Professional will also be required to sit on various key club committees. Applicants must be dynamic, forward thinking, motivated and fully committed to ensuring that the professional team delivers a first class service to members and guests in both a retail and coaching environment. The club are offering a competitive retainer package and Incentivised commission structure. If you would like to apply for this role, please send your CV and covering letter to : Mr Max Sullivan, General Manager, Bramhall Golf Club, Ladythorn Road, Bramhall, SK7 2EY or by Email manager@bramhallgolfclub.com Closing Date is 30th September.

Marketing Assistant – Full time position Scottsdale Golf, a leading golf retailer, are looking for a PGA Marketing Assistant to join our expanding team. Initially the role will be remote then moving to our brand-new Warrington premises from October. You will initially, be responsible for creation of content such as blogs, promotional product copy and ad copy. As time goes on you will gain exposure to all areas of marketing within the business. This role will be ideal for anyone with a keen passion and knowledge of golf with a high standard of writing ability who is looking to continue with or start a career in golf marketing. Responsibilities • Write and update marketing copy to promote golf equipment and apparel across the Scottsdale Golf website. • Formulate and create content on a variety of different topics. • Coordinate with marketing and design teams to illustrate articles. • Identify customers’ needs and gaps in our content and recommend new topics. Requirements • Excellent writing and editing skills in English. • PGA Qualified or in training. • Ability to meet deadlines. • Able to work independently or part of a team. • Self-motivated. Salary and contractual details will be discussed prior to any interview process. For more information and to apply, email accounts@scottsdalegolf.co.uk

August 2020

www.pga.info

EMPLOYMENT O P P O R T U N I T I E S

Golf Club Builder - Full Time Position We are soon to be opening a brand-new facility in Warrington offering golfers an experience which is simply not available anywhere else in the UK. Watch your clubs being built and take away on the same day? We now have a fantastic opportunity for a full-time club building position. Previous club building experience and knowledge of golf club assembly and repairs would be ideal. Opportunity for individuals starting or completing their PGA training who enjoy the club building aspect of the course. A team of PGA professionals with years of club building experience are on site to offer continuous hands on training and development. The Club Builder is responsible for the assembly, repair and modifications of high-performance golf clubs that have been fit to our customer specifications. This position also provides the ability to be cross trained within the business such as custom fitting and golf retail. For more information and to apply, email adams@scottsdalegolf.co.uk . We are always looking for top talent regardless of the job specifically advertised, so if you feel you have the skills to improve our business further, we would love to hear from you.

Golf de Maisons Laffitte, Paris, France Just 15kms from Paris, Maisons Laffitte Golf Club is looking to recruit a pro to complete its team. With 140 kids at golf school, over 450 members, 100 new golfers each year, national division men’s teams, and women’s teams being developed, Maisons Laffitte is a very dynamic and friendly golf club. We are looking for someone wanting to get involved in an ambitious and motivating project, with an indefinite term contract. Similar experience appreciated, terms and conditions to be confirmed by email. Help provided with finding housing, French lessons if needed and other paperwork. Apply to direction@golfml.fr / 0033664263624

Grooves Golf are looking for a registered/applicant PGA Trainee to join our team in this exciting new role across two fantastic facilities. The successful applicant will have a keen interest in club fitting, repairs, coaching and playing. They should have a friendly personality with excellent communication and customer service skills. This is a wonderful opportunity for the right individual with numerous training courses available, career development support and an excellent earning potential. Please send your CV to info@groovesgolf.com by 31st August 2020.

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Haywards Heath Golf Club – Assistant Professional Head Professional Sam Cowley is seeking a dynamic, fully qualified PGA Professional to fill an Assistant role as part of his progressive team. Haywards Heath Golf Club is a busy club with an active membership of over 700 golfers, located in a thriving town with major transport links, offering prosperous opportunities for business. The Assistant Professional role involves retailing, first-class customer services and extensive potential for coaching including clinics, schools and junior coaching with access to excellent practice facilities and driving range. Apply with a CV and cover letter to sam@haywardsheathgolfclub.co.uk Closing Date 20/08/2020

Kibworth Golf Club, Leicestershire PGA Qualified Professional or Trainee required to help run our successful junior academy program and work in a busy retail outlet at a private members golf club. This is an excellent opportunity for an enthusiastic hard-working person to join a rapidly growing business and be part of a successful and forward-thinking team of professionals. IT skills are essential to help run our new online store as well as excellent customer service skills. Apply with CV and cover letter to mbkibworthproshop@gmail.com

Have you come to a career crossroads? Not sure which step to take next to move forwards? We are here to help! The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work. Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction. The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2020 the year you move your career forwards. Email recruitment@pga.org.uk

M E M BE R I N T H E SP OT L IGH T

TALENT ON DISPLAY Rebecca Tully Head of Merchandise, Carnoustie Golf Links

MY CAREER PATHWAY My PGA career pathway started at my home club at Holywood, Northern Ireland. I joined when I was eight and fell in love with the game. I was one of those people who didn’t have a specific career choice such as a doctor or dentist, but I did have an interest in business. So, when the time came to leave school at 18, I made the choice to put the two things I was passionate about together, business and golf, and decided to enrol on the PGA training programme. I started my training in September 2011 as an assistant at Holywood. In my second and third year of training, I worked as an assistant at Scrabo Golf Club and American Golf (Belfast). As I had a keen interest in business, I really enjoyed the retail side of the PGA role. In 2014 I spotted a job advert on the PGA website for a position at Carnoustie Golf Links in Scotland, I took the risk, applied for the role and much to my surprise at the time I got the job.

MY CURRENT ROLE I have been working at Carnoustie Golf Links for six years, four of which were as an Assistant Professional. In 2019, I was promoted to Head of Merchandise and have been managing the professional shop for the past two years. My role involves managing a team of 10 people who operate the professional shop on a day to day basis welcoming visitors from all around the world and also local members. A large part of my role is to carry out the buying of merchandise for the shop, this is my favourite part of my role as I really enjoy conversing and building relationships with brands that are like-minded to Carnoustie Golf Links and have products that suit the needs and wants of our international visiting market and members alike.

BEST ADVICE I WAS GIVEN I have been extremely lucky during my PGA career to have met lots of fantastic people through training, golf events and places of work etc. I have had great mentors over the years who have all given sound advice, which has helped shaped my career and helped me achieve my personal and professional goals. BEST ADVICE I WOULD GIVE The best advice I have is don’t be afraid to network and build relationships. I learned to do this more (and I am still learning) when I moved to Scotland to work at Carnoustie. We are so lucky to work in an industry that connects with so many people across the

Life is too short, seize every opportunity that is presented to you because you just never know where it might lead CAREER INFLUENCE My dad introduced me to golf when I was three-years-old by giving me my first golf club and got me a junior membership when I was eight. The junior membership age started at 10-years-old, however Rory McIlroy was accepted as a junior member at nine and this paved the way for future junior golfers at Holywood with the junior membership age reduced to eight and there was also a push on junior membership and a coaching programme for girls. This was a huge influence on my career in golf as without this I wouldn’t be where I am today. My former golf coach and head professional at Holywood, Stephen Crooks, helped coach me to a high standard and offered sound advice on the PGA training programme, while offering me the opportunity to start my training at my home club. When I started working at Carnoustie in 2014, I spent four seasons working with head professional Colin

Sinclair who was a fantastic mentor and helped shape the job role and career path I am on today.

world. You just never know who you can cross paths with whether it be at work or an event and it may just lead to your next career path or a friendship/business relationship for life. WHAT I WISH I’D KNOWN Life is too short, seize every opportunity that is presented to you because you just never know where it might lead. I have been lucky enough to take part in management training throughout my time at Carnoustie Golf Links and it has really helped me to learn a lot about myself and how I and my colleagues operate as a team. It is fascinating how you can work with so many different personalities and skill sets and everyone in the team has the ability to use their strengths to compliment a team working environment. If you have the opportunity to take part in a training course that may be outside your comfort zone or slightly unrelated to your job role, give it a go because knowledge is power. ●

August 2020

www.pga.info

Insight Wellbeing at Work is provided by Insight Healthcare on behalf of ARAG Information about the service: We can all be faced with challenges in our personal or work lives that can make us feel low, or as through we are unable to cope. Insight provide a service on behalf of ARAG, offering free confidential support for a range of personal and work-related issues.

24hr Counselling Helpline The helpline offers access to free, confidential support and advice 24 hours a day, 365 days a year. The service is extended to immediate family members living in the same household. What to Expect when you Call

Call us today on:

0333 000 2082

You will speak with a qualified and experienced counsellor who will be able to provide you with practical advice and support on how best to cope with your difficulties. Please ensure that you have at least 20 minutes free to talk to the counsellor and are in a quiet, private space where you wonâ&#x20AC;&#x2122;t be interrupted. If you learn to spot symptoms early and identify situations that may be emotionally challenging, you can prevent problems from escalating.

What to Expect when you Call Insight Healthcare complies with the data protection Act and GDPR guidelines. This means that information relating to you and the support provided to you will remain confidential to us unless we have your consent to share it, or where there is a risk to you or someone else.

The Perfect Match

Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfersâ&#x20AC;&#x2122; Association Limited.

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