The
Professional T H E
O F F I C I A L
P G A
M E M B E R S ’
M A G A Z I N E
Volume 15 Issue 11 December 2019
READY FOR WHS? Answering your members’ questions
INDOOR FOCUS Swing studio revenue this winter
A COUNTRY MADE FOR GOLFERS Working in Portugal
Marketing resolutions for 2020
Master Professional Peter Ball: Making a difference
Business rule #1 Surround yourself with good company
Helping the golf industry do business
Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfers’ Association Limited.
#makinggolfhappen
The
Professional
CONTENTS
DECEMBER 2019
THE OFFICIAL PGA MEMBERS’ MAGAZINE Editor: Jane Carter PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk
Equipment and Trade Editor: Nick Bayly nick@goodenough-bayly.co.uk Contributors: Phil Barnard, Antje Derks, Ben Foster, Adrian Milledge, Martin Ridley and Angela Youngman
15
22
26
34 44
Photography: Getty Images; Mark Newcombe Editorial Assistant: Kelly Lewis Design: Barbara Stanley Advertising Sales: keith.foster@pgapublishing.co.uk ben.foster@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 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 2019 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
FEATURES 15 WORLDWIDE HANDICAPPING SYSTEM 2020 Resources to bring you up to speed with the changes INSIDE THE PGA 6 PGA NEWS A round up of what’s happening across The PGA and its regions 12 SKYCADDIE PGA PROCAPTAIN CHALLENGE A cliffhanger ending in Italy INTERNATIONAL 18 WORKING ABROAD Focus on Portugal
TRADE
MARKETING
22 TRADE NEWS All the latest product launches and retail news 26 EQUIPMENT Indoor golf: great technology replicates on‑course conditions like never before 30 TRADE Q&A Neil Howie, Callaway 34 APPAREL Accessorise your customers 38 RETAIL The winter cashgenerating possibilities of your indoor facilities
T H E
O F F I C I A L
P G A
M E M B E R S ’
M A G A Z I N E
Front cover: Mark Newcombe
Volume 15 Issue 11 December 2019
READY FOR WHS? Answering your members’ questions
INDOOR FOCUS Swing studio revenue this winter
A COUNTRY MADE FOR GOLFERS Working in Portugal
Marketing resolutions for 2020
Master Professional Peter Ball: Making a difference
Front cover: PGA Master Professional Peter Ball, p46
The PGA Professional
20 MEMBER Q&A PGA Advanced Professional Matt Holman on working in Sweden www.facebook.com /thepga
| #makinggolfhappen
47 YOUR BRAND How inbound marketing can help build your personal brand 49 YOUR BENEFITS A selection of special deals and offers brought to you by The PGA RECRUITMENT
39 RETAIL Give your business some festive cheer
53 SITUATIONS VACANT The latest job opportunities in the UK, Ireland and overseas
40 BUSINESS PGA Professional Ian Bailey’s focus on address and posture and static balance
The
PERSONAL DEVELOPMENT 46 MASTER PRO Q&A PGA Master Professional Peter Ball
MEMBERSHIP
COACHING
Professional
44 THE YEAR AHEAD Marketing resolutions for 2020
FINAL THOUGHT 58 KEITH PELLEY The chief executive of the European Tour
42 THEORY PGA Assistants and the coaching pathway
www.linked.com/company/ professional-golfers-association
www.twitter.com /thepga
www.instagram.com /thepga
3
PGA PROFESSIONAL REWARD SCHEME Earn rewards with Pink Vehicle Leasing Did you know that each PGA Professional has a potential network of approximately 1,500 people? Research shows that 1 in 3 people of each network will lease a new vehicle each year. By choosing Pink Vehicle Leasing, you have the perfect opportunity to generate a new income revenue. We have partnered with The PGA to give you access to 12 exclusive lease deals each month that are the best in the UK guaranteed. Including new and pre-owned Cars, Vans and Pickups. Our guaranteed market-leading offers are also available to golf club members, family and friends. So each time you refer you will automatically be rewarded £75 per order. There is no limit to how many people you can refer!
Earn £75 Reward STEP 1
STEP 2
STEP 3
Send your friends and family members the PGA website link and your membership number.
Your referral makes an enquiry and places an order
Your referral takes delivery of their vehicle and you automatically recieve £75
BE TICKLED PINK WITH A FREE CAR! Once 100 referrals are registered against your membership number within a calendar year, you will be rewarded with a Range Rover Evoque or similar free of charge for two years!
pga.pinkcarleasing.co.uk
F RO M T H E C H I E F E X E C U T I V E CO LU MN
Time to listen Meeting with members is always a valuable learning experience for the Senior Management Team at The PGA. Robert Maxfield, Chief Executive, reflects on the importance of listening.
T
he opportunity to meet with Members is always time well spent for myself and The PGA team. Good or bad, it’s always important for us to get feedback on the work of the Association and the challenges which you are facing in your everyday working lives. Recently I was able to meet with International Members at our overseas meeting in Thailand. Now in its third year, it goes from strength to strength. The quality of the speakers was outstanding and it was great to see how well attendees responded to the ideas and experiences of so many people from different walks of professional life, as well as the golf industry.
amongst its own but against other activities for people’s hardearned leisure hours and money. MODERN-DAY
As I travel around the country and meet so many of you, it is apparent these demands are not just being made on PGA Professionals working in destinations such as Thailand, but those in all walks of the game. Speaking to so many of you and understanding the common themes has directed much of our thinking on the changes to the Association rolling out now, and in the months to come. The Business Management Division, changes to CPD and personal development education, new coaching pathways SETTING THE STANDARDS are all being developed in answer to some of the issues facing Our Members continue to set the benchmark for golf the modern-day PGA Professional. As always, the details are coaching and development in so many countries across the what matters and how it will affect Members now in their globe. Even as other Associations working lives and the perception of and Federations have developed the industry. their own coaching and education These topics will form an Speaking to so many of programmes, the high standing important part of our Members of GB&I Members throughout you and understanding the Meetings in the New Year. They the world remains. We set those now a regular fixture on the common themes has directed are standards more than 100 years calendar and will be attended not much of our thinking on the just by myself but senior members ago when previous generations first began to spread the word of of the management team and the changes rolling out now, this great game and their work Board. It is your opportunity to ask and in the months to come. questions of us. continues today. But wherever you work in the The dates and the venues are in world it appears it is now a much this issue of the magazine and we smaller place and the issues remain the same. In Asia so many will be communicating on a regular basis in the run up to the of our Members have increasingly been given responsibility Regional Meetings at the end of January. I hope that as many not just for coaching or running the pro shop, but around the of you as possible will take the time to attend. I have said many whole delivery of the customer experience. They are the focal times before that it is your Association. Only by listening to point of the resort, often managing huge teams. you and your feedback can we begin to shape the future. Keeping pace with the ever-changing skills required was On behalf of the whole team at The PGA I’d like to wish a common theme in the conversations with Members. The you and your families a Happy Christmas and our best wishes industry and its employers are becoming more demanding and for 2020. competition is fierce for those jobs where the Professional is not just seen as a ‘servant’ of the club but one who drives the business and is the focal point for customers and members. You often hold the reins of the business and it is a great Robert Maxfield responsibility at a time when golf is competing not just Chief Executive
‘‘
‘‘
The PGA Professional
| #makinggolfhappen
5
P G A N E W S
Regional Members’ Meetings return in 2020 THE FUTURE plans and objec-
“This is your chance to hear about
tives for The PGA will be revealed
important changes and future plans of the
and discussed at the annual
Association and provide any feedback or com-
Regional Members’ Meetings,
ments you might have. We look forward to
which return in the new year.
seeing you in the new year.”
Robert Maxfield will present the PGA vision for the Association
Regional Members’ Meetings 2020
by attending all seven meetings
• February Thu 6 North (Pleasington Golf Club)
across the UK and Ireland. He will be joined by members of the
The annual Regional Members’ Meetings timetabled for 2020
senior team, who will brief on the progress made in 2019.
Furthermore, you will learn about the key
Fri
7 Midlands (Henley Golf and Country Club)
Mon 10 Scotland (The Gleneagles Hotel)
Members will be able to quiz The PGA’s
objectives for the Association heading into the
Chief Executive on the recent landmark deci-
new year and beyond, while the usual AGM
sions to broaden the PGA Membership cate-
activity, including appointment of captains,
gories and introduce a new logo incorporating
officers and award presentations, will also
Wed 12 East (Bishop’s Stortford Golf Club)
the most powerful three letters in golf.
take place.
Thu 13 South (Kingswood Golf Club)
Paul Wiseman, PGA Executive Director
Tristan Crew, PGA Executive Director –
– Education, will also be on-hand to dis-
Members Services, commented: “We want
cuss the significant changes to the new CPD
to engage with as many of our Members as
offering, which will help Members remain
possible at all seven meetings held across the
at the forefront of the golf industry.
UK and Ireland.
Tue 11 Ireland (Roganstown Hotel and Country Club)
Fri 14 West (Woodbury Park Golf and Country Club) • March Mon 2 WPGA (Copt Heath Golf Club)
Club Car geared up for another four years CLUB CAR, a global leader in small-wheel,
the foundations of the past and focuses on
zero-emissions electric vehicles, has signed a
the firm belief that the PGA Professional will
four-year extension to its long-standing part-
always be central to the growth and success of
nership with The PGA.
the global game of golf.
Adding to a partnership that has already
This partnership extension also offers
been a huge success for over 20 years, Club Car
Club Car the opportunity to further develop
and The PGA will continue to collaborate on
relationships with other PGA Partners and
a wide range of important initiatives that will
PGA Branded Properties through annual net-
deliver significant value to PGA Members and
working and business events.
the wider game of golf. Marco Natale, Vice President EMEA at Club Car, commented: “We continue to
PGA, added: “The longevity of our relationship alone is testament to how successfully
enjoy a richly-rewarding relationship with The
“Its 8,000 PGA Members are a vital com-
PGA, and strongly value our status as a long-
ponent to the success of the golf industry,
standing PGA Partner.
supporting the games of millions of golfers in
“This new agreement will forge even closer
“Club Car’s objectives follow a similar path
80 countries, and we look forward to playing
ties, and we look forward to working with
to those of The PGA in that we also put the
our part in assisting The PGA’s great work
the whole of the Club Car family, delivering
development and enjoyment of the game at
through this exclusive partnership.”
insights, initiative and projects at the heart of
the heart of our business.
6
Robert Maxfield, Chief Executive of The Marco Natale, Vice President EMEA at Club Car, with Robert Maxfield, Chief Executive of The PGA.
The PGA’s vision for the future is built on
our two organisations continue to collaborate together.
the game.”
December 2019
| www.pga.info
N E W S PGA
Crossover Technologies upgrade RETAIL SPECIALIST and software devel-
PGA Professionals around the world, XPOS
Barnard, commented: “Our partnership with
opment company, Crossover Technologies, has
helps retailers to reduce stock, make better buy-
The PGA helps to cement our focus on golf
strengthened its close ties with The PGA by
ing decisions and, ultimately, improve margins.
retail and our position as a key supplier within
upgrading its status from Official Supplier to
As part of the three-year agreement,
the industry. Golf retail sits at our heart and
Crossover Technologies will continue to pro-
supporting the PGA Professional in his or her
The Bristol-based company was founded
mote the highest standards in retail through
retail business is our priority.”
more than two decades ago to provide business
regular articles and videos published in The
Liam Greasley, PGA Executive Director –
software solutions to retailers.
PGA’s monthly magazine and fortnightly
Commercial, added: “We are confident our
PGA Partner.
and
newsletter. Crossover’s retail experts will also
partnership with Crossover Technologies will
Chairman Phil Barnard and his team developed
Crossover
Technologies
founder
help lead The PGA’s CPD retail offering at the
continue to flourish and they will strive to
XPOS, a sales and stock management solution
PGA Training Academy.
equip PGA Members with the tools for a sus-
designed specifically for golf. Now used by
Crossover Technologies Chairman, Phil
Laguna Phuket hosts third annual PGA Conference THE THIRD annual PGA Conference
Pacific Links International, spoke about the
returned to Thailand last month where more
evolution of the club industry in Asia.
than 40 delegates from 14 countries gathered to network and learn from golf industry experts.
The topic of delivering an exceptional customer experience was also discussed by both
The 2019 Conference was supported by
Yvonne De Suner Beltran, from Banyan Tree
Toro, the Asian Golf Industry Federation
Hotels and Resorts, and 59club Director Matt
(AGIF), and FENIX XCell, and was staged
Roberts.
once again at the Laguna Phuket resort, the
World-renowned
biomechanics
expert
PGA’s first branded facility in Thailand, from
and putting coach Dr Paul Hurrion brought
November 10-13.
the Conference to a close after delivering his
Highlight’s from this year’s event include talks from Michael Braidwood, General
popular ‘Putting Biomechanics’ seminar on the final day.
Manager at Education City Golf Club, Mike
Matthew Davies, PGA Regional Manager
Orloff, Managing Director of Golf Industry
(Overseas), commented: “I am delighted
Central, and Toro’s Regional Sales Manager,
with how this year’s PGA Conference has
Gareth Knight.
gone and that is testament to the fantastic
Dominic Wall, The R&A’s Director for Asia
support from the PGA Members who
Pacific, also explained details and updates
attended, our fantastic host in Laguna
around the new World Handicap System,
Phuket, and our sponsors, Toro, The AGIF,
while Rudy Anderson, President and CEO of
and FENIX XCell.”
PGA Members learned from and networked with their industry colleagues
The PGA Professional
| #makinggolfhappen
tainable retail business and profitable future.”
Guernsey girl Goodall NATALIE GOODALL has become the only female golf professional in Guernsey and is on a mission to encourage more women and children to take up the game. Guernsey Golf Limited has appointed Goodall as its new PGA Golf Professional which will see the 26-year-old will teach at both the Guernsey Golf Academy based at The Golf Club at St Pierre Park and the Golf School at Royal Guernsey, which is based at Royal Guernsey Golf Club. Goodall joins the coaching team from Butch Harmon School of Golf in Dubai, where she worked primarily on junior and women’s golf programmes. “I’m very excited to be focussing on junior and women’s golf in Guernsey,” said Goodall, who originates from Scotland and both studied and played at the Darren Clarke Golf School (DCGS) in Northern Ireland. “I love teaching people to play, whatever their level or age. I plan to develop women-only groups and coaching sessions, as well as reaching out to younger golfers, from the age of three.”
7
P G A N E W S
On the move The latest PGA Member appointments across the UK, Ireland and overseas The 2019 R&A Swingzone team at Royal Portrush
Beves lands top role Golf At Goodwood has appointed Gary Beves as its new general manager following the departure of Stuart Gillett. Beves began his career at Goodwood in 2007 when he completed his PGA training and he returned to the West Sussex venue as membership manager in 2016. His recent role as Assistant Manager to Gillett involved working on the operations and the day-today running of the courses, while supporting the club’s academy. Beves was also an instrumental member of the team that won an England Golf Award for the most welcoming golf club in 2018. Beves commented: “I am looking forward to establishing more memorable experiences for members, while continuing to drive the quality of our golf courses. I can’t wait to build on what has already been achieved.”
In the Open zone
Minshull joins The Grove
Willett completes Open challenge
Tom Minshull will bring a wealth of experience to The Grove after becoming the club’s new Head PGA Golf Professional. The 30-year-old moves to the Hertfordshire resort from Royal Portrush Golf Club in Northern Ireland. Prior to this, he was an assistant professional at Carnoustie Golf Links in Scotland. Minshull will oversee a team of five PGA Professionals at The Grove, taking day-to-day responsibility for managing the recently enhanced Golf Shop and leading the venue’s busy tuition programmes Minshull said: “I am looking forward to working within a group of very talented PGA professionals, who together, have an unbelievable platform to deliver a world class golfing experience.”
8
SEVEN PGA Professionals will make their
Among the new faces is Jamie Savory, who
R&A Swingzone debut at the 2020 Open
commented: “I honestly cannot wait. I’m
Championship at Royal St.Georges.
looking forward to working alongside some
A 25-strong team has been selected for
great coaches, not to mention spending the
next year’s event where free 15-minute ses-
week at The Open. It’s going to be a surreal
sions will be delivered to the public across
experience that I’m sure I will never forget.”
eight days in Kent.
James Harraway will also be making his
At this year’s Open Championship at Royal
R&A Swingzone debut. He added: “It has
Portush in Northern Ireland, the Swingzone
always been on my bucket list to do and the
team of 23 PGA Professionals delivered more
R&A Swingzone. I am excited to spend a week
than 2,700 golf lessons.
coaching the spectators, watching some golf
“To be selected for next year is a long-
and spending time with some friends of mine
awaited fantasy fulfilled,” said Jak Hamblett. “I
who have also been selected to coach at Royal
applied to coach at The Open to gain experi-
St. Georges.”
ence of coaching on an international level. I’m
There will also be a record number of
so happy and excited to have the opportunity
eight female coaches at the R&A Swingzone
of impacting hundreds of people, in just a few
including debutant and 2019 PGA Female
days. It’s going to be tiring but fulfilling.”
Assistant of the Year award Fame Tate.
LUKE WILLETT has successfully completed a gruelling challenge which saw him cycle 830 miles around the UK in all weathers with his clubs on his back to play all 14 Open Championship course in just ten days. The physically and mentally exhausting journey saw Willett at times playing 36 holes in a day and cycling hundreds of miles along busy roads in darkness and daylight. Any course that has staged The Open was on his list and it all started just after dawn at Carnoustie Golf Links in Angus on October 18 and finished in dramatic style at Royal St George’s in Kent. “I have been so, so tired at times, but it does show how much the human body can do,” said Willett, a PGA Professional at Hampstead Golf Club. I believe your environment is your best teacher. “I hope reading about this adventure will interest people of all ages while igniting the imaginations of young people with a sense of the possible.” All funds raised will go to the Golf Foundation, directly to helping more young people from all backgrounds to Start, Learn and Stay in the sport. The charity reaches 500,000 boys and girls each year, creating a player pathway from school sport to the golf club environment and regular coaching with PGA professionals.
December 2019
| www.pga.info
N E W S PGA
Bennett’s fundraising leads to cancer research breakthrough
In other transfer news…
PGA FELLOW Professional Sarah Bennett’s
Lodder, who had been treated at the Cancer
fundraising to finance research into the rare
Centre at Guy’s Hospital, London, passed away
type of cancer that caused the death of Wendy
just three months after the first fundraising
Lodder, a close friend, has helped scientists
golf day she and Bennett held at Three Rivers.
make a major breakthrough.
Another golf day organised by Bennett earlier
Lodder, an England Golf under 18 east region volunteer manager, was diagnosed with
this year has taken the total raised to more than £20,000.
advanced thymic carcinoma in October 2016
“Wendy knew that the research wasn’t going
and succumbed to the disease two years later
to benefit her,” Bennett explained. “But she
aged 52.
wanted her legacy to prevent other people from
Little was known about the condition at the
having to undergo the invasive surgery and
time as cases were rare but the proceeds from
continuous treatment that she endured for two
two fundraising golf days have been instru-
years. I’m determined to carry out her wish.
mental in advancing the research.
“It’s exciting to know the money raised
“Initial research has reached the discovery
is going to help experts at Guy’s and St
stage, which is a worldwide first,” said Ben-
Thomas’ and worldwide to better understand
nett, the head coach at Three Rivers Golf and
this rare cancer, which will ultimately lead to
Country Club in Chelmsford, Essex. “It’s an
improved treatment options for people with
encouraging start and great news.”
the condition.”
Recognition for brave MacRae INSPIRATIONAL PGA Professional
other ladies and girls into golf and
Heather MacRae was shortlisted for
to keep doing what I’ve been doing
the Inspiration in Sport accolade at
while I’ve been able to has been
this year’s Scottish Women in Sport
fantastic. To have any recognition
Awards.
for that is really nice.
The 35-year-old was diagnosed
“This year I’ve really focused
with cervical cancer back in March
hard on looking forward and taking
but just three months later she was
positives. If I sit back and look
crowned winner of the Titleist &
at the dark days it’s not good so
FootJoy Women’s PGA Professional
it’s definitely helped me to look
Championship.
forward and to know that I’ve been
Two weeks after her victory at
able to help and inspire others
Trentham Golf Club, MacRae was
after all that’s gone on. It really
in a wheelchair having undergone
means a lot.”
a hysterectomy. However, just five
The Scottish Women in Sport
months on, she made a speedy
annual awards took place in Glasgow
recovery to represent Great Britain
on November 8. They celebrated,
& Ireland in the first ever Women’s
recognised
PGA Cup in Austin, Texas in October.
achievements of females athletes,
MacRae said: “It is a real honour
staff and volunteers with a total of
and being able to continue to get
The PGA Professional
| #makinggolfhappen
and
rewarded
ten awards being presented.
• Mike Shrieve has joined Bearwood Lakes as the club’s new director of golf. Shrieve, who was named the Titleist PGA Assistant of the Year in 2018, has spent more than eight years at The Grove. • Elsewhere in the South, after more than a decade at Walton Heath Golf Club, Peter Roberts is now the head professional at Surbiton Golf Club. Robert Daw takes up the same role at Royal Ascot Golf Club. • In Ireland, Stephen McCarthy moves to Royal Dublin Golf Club, while David Allen switches to Roe Park Resort and Douglas Bell is now a golf coach at Down Park Golf Club. • PGA Advanced Fellow Marcus Webb has ended a 30-year career Bedlingtonshire Golf Club. The 55-year-old is now a club professional at Burgham Park Golf Club. Also in the North region, Michael Williams has taken up a new retail role with American Golf – Middleton. • PGA Fellow Professional Mark Day has moved to Mill Green Golf after spending almost 15 years at Whipsnade Golf Club. Other moves in the East region sees Jamie Cowan begin a new chapter in his career as the new head professional at St. Clere’s Golf Club and Jack Nicholls switches to Rochford Hundred Golf Club. • There have been two overseas moves with Austin Curtis taking his coaching brand overseas to Romania and Kevyn Cunningham is now a club professional at the Half Moon Golf Club in Jamaica.
the If you would like to feature in this column, or would like to highlight a new appointment, send details to membership@pga.org.uk.
9
N E W S PGA
Bullen wins ‘Down Under’ PGA ASSISTANT Michael Bullen has won Australia’s National Futures Championship following a thrilling finale at Ballarat Golf Club. The 26-year-old, who is based at Rustington Golf Centre, sunk an eagle on the final play-off hole to clinch the £3,200 top prize and claim his first victory overseas. Bullen opened the tournament with rounds of 71, 73 and 68 which put him four strokes off the lead ahead of the final day. At one point that deficit went down by as many as six before the Englishman hit four birdies on the back nine in windy conditions to finish on three-
Bullen: prevailed after a five-hole play-off
under par to draw even with Australian Gavin Fairfax. The duo contested a five-hole play-off
there because a lot of people started to gather
with Bullen coming out on top.
around me. I wasn’t under too much pressure
Bullen said: “I didn’t really know exactly where I was, but I had a good idea I was up
because I had two shots to win and I ended up making a perfect putt to get the eagle.”
Fabulous Fame FAME TATE, owner and director of Stanedge Golf Club, Chesterfield, received a special commendation award at the 2019 GCMA Golf Club Management Awards. The 38-year-old was shortlisted into the final two for the ‘Newcomer of the Year’ category for her efforts in transforming Stanedge Golf Club into a thriving
Future stars MATT ELLIS has led two Hartpury College students to the British Schools and Colleges Ladies Open title. Daisy Kennedy and Julia Kerrigan, who are both studying Level 3 Extended Diploma Sport (Performance and Excellence) Golf, teamed up to win the 2019 competition. Both members of the Golf Academy at Hartpury, Daisy and Julia shot a combined gross score of 144 – three shots ahead of runners-up Rossall Independent Boarding School – to land the prestigious title at the Forest of Arden. Matt Ellis, Golf Academy Manager at Hartpury, said: “We’re absolutely delighted that Daisy and Julia have won the British Schools and Colleges Ladies Open 2019 – it’s a tremendous achievement. “It’s yet another great success for our golf programme at Hartpury and reflects really well on the quality of our student golfers, their coaches and the top-class facilities we’re able to provide.”
facility which now boasts more than 100 members. The award went to Kerry Alligan-Smith from
Masters victory
Redditch Golf Club but such was the difficulty in separating the two nominees, Tate was presented
ROCHFORD
with a special commendation award.
HUNDRED
PGA
“A huge thank you to everyone who has sup-
Professional Michael Vandenberg put in a
ported Stanedge and myself,” said Tate. “I feel
scintillating display to shoot six-under and
very proud and honoured to receive this award
win the TGI Golf Travel Masters by five shots
and to be recognised for what we have achieved.”
Tate: special commendation
at Penina Hotel & Golf Resort, Portugal. Not only did he take the individual honours, but Vandenberg also led his amateurs,
The end of an era
Mark Walden, Steve Farrell and Robert Moss, to victory in the team event as they won by
NIGEL HIRST has retired after spending
One of Hirst’s proudest achievements came
almost 45 years as a PGA Professional at West
in 1991 when he brought the Yorkshire PGA
“We have loved everything about this event
Yorkshire’s Dewsbury District Golf Club.
Championship to his hometown club and he
so winning it was just the icing on the cake,” said Vandenberg.
Hirst began his career as a young Assistant
was instrumental in pushing for a new club-
to Charles Hughes at Woodsome Hall before
house at Dewsbury, which was build at a cost
moving to Dewsbury as a 21-year-old. He was
of £750,000 in 2002.
four points.
The Rochford Hundred team also led from start to finish in the team event. They posted
a key influencer in developing the pro-am scene
Hirst served as a captain and president of
an opening score of 85 points before following
in the area with the Dewsbury District Pro-Am
the Yorkshire PGA and next year will mark his
up with a sensational 89 to win by four points
having run 39 times in the last 44 years.
50th anniversary as a PGA Member.
from the Northern Irish team from Ardglass.
The PGA Professional
| #makinggolfhappen
11
PGA A TO P GURNAM A C U P E NTS S K YC A D D I E P G A P RO - C A P TA I N C H A L L E N G E
Surrey side up Cliff-hanger ending as Cowper and Crowe complete the Italian job, writes Adrian Milledge.
Prize guys: Surrey Downs duo Craig Cowper (left) and Peter Crowe
S
urrey Downs Golf Club captain Peter
Get in: Peter Crowe (left) and Craig Cowper celebrate the winning putt
Crowe kept his cool in the Italian sunshine and heat of battle to hole a
four-foot putt and win the SkyCaddie PGA Pro-Captain Challenge. The successful putt ensured he and the club’s PGA Professional, Craig Cowper, finished with a nett birdie to pip Stoneham Golf Club for victory and complete a remarkable turnaround. That involved fashioning an 11-point swing that erased the six-point advantage established by first round leaders, County Louth Golf Club captain Paul Riley and PGA Professional Enda Maguire. In addition, they had to repel Stoneham’s challenge. Stoneham, represented by the youngest player in the tournament, club professional Adam Hickling, and the most senior, captain Mike Earney, were four points off the
birdie at the 18th which meant Surrey Downs
lead at the start of day two but enjoyed a simi-
needed to match that to claim the trophy and
lar transformation of fortunes.
£5,000 winner’s cheque on offer in the compe-
They signed off with 82 points courtesy of a
12
Winners hail the SX factor Surrey Downs duo Craig Cowper and Peter Crowe said having a SkyCaddie SX 500 to help negotiate the PGA National Golf Course, Italy, was akin to a caddy steeped in local knowledge accompanying them. Each team competing in the final was issued with a SkyCaddie SX 500 which, as well as detailing the permanent features on the course, showed the pin positions in use during the tournament’s two rounds. For Cowper and Crowe, it came into its own throughout the tournament, not least at the crucial final hole. “It was invaluable on our final hole,” said Cowper. “There was a pressure shot from the tee over trees with a run out to water, and the second shot was uphill with a big bunker short of the green. “We got good yardages on both shots, including how much room there was beyond the bunker short of the green, where the front of the green was, and how much room there was behind the pin
tition supported by Prostate Cancer UK.
December 2019
| www.pga.info
S K YC A D D I E P G A P RO - C A P TA I N C H A L L E N G E PG A TO U R N A M EN TS
Crowe, a mortgage broker who plays off 10, found the green with his approach thanks to some sage advice from his partner.
on eight then we made three birdies in the next four and that got us back in it. “We played very well on the back nine
“Craig told me to take an extra club,” he explained. The advice was spot on, the ball landing some 20-feet from the hole.
and the putts just went in whereas yesterday they didn’t.” Not least at the par-four 18th, a putt that meant different things to Crowe and Cowper.
EAGLE
“This is the highlight of my golfing life,
Crowe’s first putt for a nett eagle stopped four-
without a shadow of a doubt,” said the former.
feet short but Cowper had no misgivings about
“I’ve played on many tours but this is the big-
his partner’s ability to deliver the coup de grâce.
gest win,” said Cowper who was impressed with
“Pete’s a great short putter, without a doubt,” he said. “I wasn’t nervous about that putt because he doesn’t miss from there.”
the venue, home of The PGA National – Italy. “It’s a great course, a real test of golf and very interesting,” he added “And the resort is really
Crowe, however, was less assured. “Now
nice; the rooms fantastic, the staff amazing and
I know what professional golfers playing in
the food is excellent. I’d love to come back –
tournaments for a living have to deal with,”
perhaps to bring a group here.”
he said. “It really made me think as I lined up that putt.” Reflecting on their success, Cowper added: “It was team effort – we both made lots of birdies. We struggled together and fought together. “Above all, we gelled. Peter started off well – he was three-under after six. We had a bogey
Invaluable: Craig Cowper (left) and Peter Crowe with the trophy and their SkyCaddies
– all of which were invisible to my laser. “The more I used the SkyCaddie SX500, the more I enjoyed it. I was sceptical before, being a long-term laser user, but I was converted by how good it was. “Its yardages were accurate, and either identical or very close to my laser. We used it alongside my laser on every hole. The SkyCaddie SX500 gives you runouts, carries, and blind shot yardages you can’t get with a laser.”
The PGA Professional
Leading scores Surrey Downs Golf Club
(38, 45) 83
Stoneham Golf Club
(39, 43) 82
County Louth Golf Club
(43, 34) 77
Oakmere Golf Club
(33, 41) 74
Cowper’s partner, Crowe, added: “I had never used a SkyCaddie before, let alone the SX500, but now I am very much a fan. “The SX500 is brilliant, I took to it straight away, and used it extensively. I keep telling people about it now! Since winning in Italy with Craig, I have used my SX500 at my own club. Even though I know our course intimately, I’ve found myself using the SkyCaddie in blind shots or on doglegs where you can’t see where you’re hitting into.” Crowe and Cowper were presented with a SkyCaddie SX500 by James Holmes, the company’s general manager for the UK and Europe, during the event’s gala dinner. However, they were not the only ones returning home with the device. “Enda Maguire, Louth Golf Club’s PGA Professional, bought one for his captain and several others have followed suit,” said Holmes. “We’re delighted by the positive response we’ve had from all the players – the tournament has been a huge success.”
| #makinggolfhappen
Kenny Monaghan: Third time lucky?
Flying high with SkyCaddie More than 400 golf clubs entered this year’s SkyCaddie PGA ProCaptain Challenge and the members of the 10 teams that qualified for the final at Argentario Golf and Spa, Italy were unanimous in their praise for the competition, sponsors and venue. Not even jet-lag could temper the enjoyment of Notts Golf Club captain Nick Jones. Jones, a surgeon, flew in from New York to take part, arriving several hours after the main party. “It was definitely worth the journey,” he said. “It’s been a brilliant experience – the golf, resort, and organisation have been first class. And the camaraderie among the captains and pros has been really enjoyable. I can’t thank SkyCaddie and The PGA enough. “It’s a shame my captaincy only lasts a year – I’d love the chance to play in the competition again and get to the final.” Kenny Monaghan, head PGA Professional at Stirling Golf Club, has now done that for two years running. “I played in the final in Mallorca and now Italy,” he said. “Both events have been superb – I’m not surprised this is such a popular tournament. I’ll definitely take part next year – I don’t think the new captain will need any persuading.”
13
A D V E R T O R I A L
Unique offers and a dedicated service BMW Group are proud to have supported PGA members for over 17 years with special offers available across their entire range of vehicles. The PGA Affinity Scheme offers members and their
For more information on the BMW Group PGA Affinity
immediate family the opportunity to benefit from
Scheme, please contact the PGA Sales Team on:
exclusive stock offers and bespoke factory orders
0370 700 5215, by email at mail@bmw-issd.co.uk
on the full range of BMW models, the complete
or visit the website at www.bmwpgasales.co.uk
MINI range, BMW Motorrad Bikes and the growing range of BMW i vehicles and Plug-In Hybrids. Based in Central London with national delivery, PGA member offers come direct from BMW Group through the dedicated PGA Sales Team. The team will be able to assist you with every aspect of your new car purchase offering a superior level of customer service and support. Furthermore, the BMW PGA Affinity Scheme recognises that there are personal preferences where payment is concerned so, in addition to the cash purchase discount, there are also a number of highly competitive Contract Hire and Contract Purchase options. With a broad range of models to suit every taste, from our
BENEFITS SUMMARY: - Preferential Car Scheme available. - UK nationwide home delivery can be arranged separately via covered transporter or collection from our Central London location. - Part exchange your car for a new one, with finance available. - Friendly, knowledgeable team who are on hand to provide an easy one-stop experience. - Your new car will come with 3 years Roadside Assistance, 3 years Warranty and 12 Months Road Fund License. - Substantial benefits on all new BMW, BMW i, MINI and BMW Motorrad models throughout the entire range.
versatile and exciting MINI 5-door Hatch to the recently
14
launched new BMW 1 Series and BMW X7, BMW Group are
For the latest news and offer updates, please follow
confident there is a model to entice each and every member.
BMW ISSD on LinkedIn.
December 2019
| www.pga.info 
WO R L DW I D E H A N D I C A P P I N G   F EAT U R E
Ready to answer those handicap questions? Your golf club members will already be aware of the Worldwide Handicap System due to rollout in the UK towards the end of 2020. The R&A has produced a series of resources to keep you up to speed. Here we outline the main changes and where you can get more help so you can stay one step ahead of those questions.
T
he World Handicap System (WHS) is ready to be launched from January 2020 and will provide golfers with a unified and more inclusive handicapping system for the first time. Though many countries are planning to adopt the new system in January, the system will go live in other parts of the world throughout the year to accommodate different implementation plans and variations in the golfing calendar. Developed by The R&A and USGA in close coordination with existing handicapping authorities, the WHS will provide all golfers with a consistent measure of playing ability, with handicaps calculated in the same way wherever they are in the world. HANDICAP INDEX A key objective of the initiative was to develop a modern system, enabling as many golfers as possible to obtain and maintain a Handicap Index. Golfers will be able to transport their Handicap Index globally and compete or play a casual round with players from other regions on a fair basis. It will also indicate the score a golfer is reasonably capable of achieving the next time they go out to play. The table overleaf lists the estimated implementation timeframes for a selection of countries. The WHS has two main components – the Rules of Handicapping and the Course Rating System. The Rules of Handicapping are encompassed within seven Rules to inform administrators and golfers on how an official Handicap Index is calculated and administered, with some
The PGA Professional
| #makinggolfhappen
15
F E ATURE WO R L DW I D E H A N D I C A P P I N G flexibility given to national associations based on how the sport is played and enjoyed in their region. The Course Rating System, based on the USGA Course Rating System first adopted nearly 50 years ago and already adopted on nearly every continent, sets out a consistent method of determining a course’s difficulty. Together, these components become the foundational elements in determining a golfer’s Handicap Index.
Indicative Time Frame*
Country
January
Argentina, Australia, Canada, India, Mexico, Panama, Republic of Korea, South Africa, United States, Uruguay and Venezuela
February – March – April
Hong Kong, New Zealand, Singapore and Sweden
MEETING MODERN NEEDS Martin Slumbers, Chief Executive of The R&A said, “The game of golf is transforming to meet the needs of the modern-day golfer; modernising the Rules this year was an important step forward in that regard and the World Handicap System will be another. “Our hope is that the launch of the WHS will be a catalyst for change; signalling the start of a new era of golfer engagement, being inclusive by embracing all golfers, whatever their level of ability, and broadening its appeal to a much wider audience. “Change also means opportunity and, managed appropriately, this can only be good for the game. It does mean there will be a period of adjustment, as we saw with the new Rules, but once it beds in golfers and golf clubs will benefit in many ways from the new system.”
May – June – July – August Portugal September – October – November – December
Great Britain and Ireland
*Subject to change “When the golf community works together, everyone benefits,” said Mike Davis, CEO of the USGA. “We have seen the benefit that handicapping has provided for decades, providing greater enjoyment for all who play. To have a single set of Rules of Handicapping for the game will connect golfers from country to country, and we are excited to bring the best of all worlds together through this initiative. “It is one of the many ways we are investing in golf’s future, to strengthen and foster growth of the entire game for years to come.”
‘‘
Our hope is that the launch of the WHS will be a catalyst for change; signalling the start of a new era of golfer engagement
‘‘
16
December 2019
| www.pga.info
WO R L DW I D E H A N D I C A P P I N G F EAT U R E
In preparation for the launch of the WHS, more than 3,000 golf courses have been rated for the first time and an extensive education program has been delivered. By the end of 2019, more than 90 National Associations will have attended an educational seminar and a robust library of resources is hosted on WHS.com to support regional education. Rules of Handicapping books are being produced and will be translated and delivered through national associations.
In addition, the USGA and The R&A have developed a series of golfer-focused materials, including videos, infographics and posters, which can be used by national associations and shared with golf clubs for the benefit of golfers. This includes a promotional video featuring Annika Sorenstam, Gary Player and voices from recreational golfers from around the world to encourage as many golfers as possible to obtain and maintain a handicap. The materials explain the system’s key features, including: • Flexibility in formats of play, allowing both competitive and recreational rounds to count for handicap purposes and ensuring that a Handicap Index reflects demonstrated ability • A minimal number of scores needed to obtain a new handicap; with the number of scores needed to obtain a new handicap being 54 holes from any combination of 18-hole and 9-hole rounds (with some discretion available for national or regional associations) • An average-based calculation of a handicap, taken from the best eight out of the last 20 scores and factoring in memory of demonstrated ability for better responsiveness/control • A calculation that considers the impact that abnormal course and weather conditions might have on a player’s performance each day • Timely handicap revisions • A limit of Net Double Bogey on the maximum hole score (for handicapping purposes only) • A maximum handicap limit of 54.0, regardless of gender, to encourage more golfers to measure and track their performance to increase their enjoyment of the game The formation of a World Handicap System was first conceived in 2011 between the USGA and The R&A in an effort to engage more golfers in the game and promote equity, no matter where golf is played. The effort unites six existing handicapping systems into one, while embracing the many ways the sport is played across cultures. Beginning in 2020, the new WHS will be governed by The R&A and the USGA and administered by national and regional golf associations around the world. The existing six handicapping authorities, Golf Australia, the Council of National Golf Unions (CONGU) in Great Britain and Ireland, the European Golf Association (EGA), the South African Golf Association (SAGA), the Argentine Golf Association (AAG) and the USGA, represent approximately 15 million golfers in 80 countries who currently maintain a golf handicap.
FOR MORE INFORMATION As an extension of their support of the Rules of Golf worldwide, Rolex has made a commitment to support The R&A’s and the USGA’s efforts to implement the World Handicap System. To learn more about the World Handicap System please visit WHS.com. For WHS information specific to a country, use the Association Finder for further information.
The PGA Professional
| #makinggolfhappen
17
I N TER NATIONAL WO R K I N G A B ROA D : P O RT U G A L
A country for golf
West Cliffs has elevated Praia D’el Rey into one of Europe’s top golf destinations
Monte Rei’s North Course is the Algarve’s top-rated layout
Boasting 18 of Europe’s top 100 resorts and a perfect year-round climate for golf, it’s not surprising that many PGA Members have chosen to develop their careers in sunny Portugal
W
ith over 330 days of sunshine, gentle offshore breezes, and an almost constant supply of eager golfers travelling from all over Europe, it’s no wonder that Portugal is one of the most popular golf destinations in the world. While the nature of its geography means that it is impossible for Portugal to be considered as an amorphous whole, with the islands of Maderia and the Azores quite distinct from the mainland, and the Algarve coast offering a much different setting to Lisbon, what all the regions have in common, as far as the demands of golfers is concerned, is great weather and great facilities. With around 75 courses and only just over 15,000 registered golfers, Portugal clearly has a surplus supply of clubs for its domestic market, but thankfully over 150,000 golfers fly in from the UK, Germany, France, Scandinavia and further afield each year to take up the slack on the tee time sheets. The Algarve supports the biggest slice of the golfing action, with around 40 courses
18
Quinta do Lago, which boasts three championship courses, is popular with golf groups and families
dotted along the coast between Tavira in the east and Sagres in the west. Lisbon is fast catching up, with 30-plus venues to choose from, while Madeira’s three courses are popular with older golf groups. LOCAL TALENT While Portugal is widely regarded as a country for golf, rather than a golfing country, the Portuguese Golf Federation has put a lot of effort into developing local talent,
organising more national and international competitions, encouraging the construction of more golf academies and pitch & putt facilities, and introducing school children to golf through various programmes. These efforts will clearly take time to bear fruit, and with Faro’s Ricardo Gouveia being the only Portuguese-born player currently inside Europe’s top 200, it could be a while before Portugal will see a player make the Ryder Cup team or capture a Major. December 2019
| www.pga.info
WO R K I N G A B ROA D : P O RT U G A L I N T ER N AT I O N A L A popular stop on the European Tour since the mid-1960s, when PGA member Sir Henry Cotton designed Penina, Portugal now boasts dozens of world-class courses and a similar number of five-star resorts. Golf World’s most recent Top 100 European ranking featured no fewer than 18 Portuguese venues, including Praia d’el Rey (4th), Quinta do Lago (5th), Oitavos Dunes (14th), Troia (17th), Penha Longa (19th), Royal Obidos (27 th) and Monte Rei (30th). As well as proving popular with golf package break customers and independent travellers, the growth of coaching trips hosted by PGA Professionals has also been a boon to Portugal’s golf resorts, with tour-standard practice facilities, nice hotels and guaranteed sunshine combining to make it a mecca for countless guided teaching breaks. Given the excellent facilities and the sheer number of English-speaking golfers coming to play golf here, it is no surprise that Portugal has attracted a significant number of PGA Members from the UK and Ireland to come here for work, with 38 currently enjoying employment across a wide range of golf facilities across the country. OFFICIAL RESIDENTS While the Brexit debate rages on, those seeking employment here will have to keep up to date with the rules and regulations, but under the terms of the latest withdrawal agreement, UK citizens will retain their current EU rights, but will lose the right of free movement, including travel within the Schengen area for longer than 90 days in every 180. Once you have been legally resident in Portugal for five years you can apply for a Certificate of Permanent Residence, which is valid for ten years. All international citizens who become official residents or employees in Portugal, however, whether from the EU or outside of Europe, typically gain the same healthcare rights as Portuguese nationals and will be covered by health insurance – although not all types of treatment are available for free, with many requiring a patient contribution. The PGA Professional
| #makinggolfhappen
PGA Members’ experience Darren Griffiths Director of Golf, Monte Rei Golf & Country Club
“After spending a decade or so working in golf clubs in
Wales, including spells at Ashburnham, Peterstone Lakes, Glyn Abbey and Carmarthen, I felt ready for a complete change of scenery and started applying for jobs at reputable golf clubs and resorts abroad. I hadn’t worked at a resort before and felt it was the natural career progression for me to face a new challenge, so when the position for a golf operations manager and head professional at Monte Rei was advertised on the PGA’s website at the beginning of 2016 I wasted no time in applying. I was fortunate enough to get the job, but just six months into the role the then director of golf, David Shepherd, moved on, and he kindly recommended me to take over his job. That was over three years ago, and I’m now responsible for 47 members of staff over one operation, although that is soon to become two, as I am heavily involved in our new South Course project, a Jack Nicklaus Signature construction which will open in 2021. As a new resort, we are very much at the promotional stage where we are inviting new partners from new destinations to diversify our nationalities. The Algarve relies heavily on tourist traffic, particularly from the UK, but now we are seeing nationalities from all over the world that are now discovering Portugal for the first time. I have genuinely enjoyed the experiences I have gained from all my jobs in golf, but the added bonus of the Portuguese climate makes everyday a pleasure. Portugal is a beautiful place to live and I wouldn’t change anything about it. After four very quick years I can whole heartedly recommend working abroad, to the point it would take a great deal to get me to think about returning to my home country in the future.”
Brian Evans Director of Golf, Quinta do Lago, Algarve
“I have been fortunate to live and work in the Algarve
since 1985, and was the first teaching professional at San Lorenzo when it opened in 1987. I was director of golf at Pinheiros Altos from 1994-2013, after which I took up my current post at Quinta do Lago. Over the last five or six years I have seen Quinta develop into one of the most popular lifestyle resorts in Europe, with three world-class courses, a Paul McGinley Golf Academy, southern Europe’s only TaylorMade Performance Centre and a wide range of other sport and leisure facilities. Teaching golf and all aspects of this job are so enjoyable and I love coming to work every day. Despite the issues surrounding Brexit, and stiff competition from places such as Spain, Turkey and Tunisia, golf tourism remains strong in the Algarve, and Portugal as a whole, with the quality of golf courses, reasonably priced green fees and a great choice of hotels and restaurants ensuring a steady stream of visitors from all over the world. With top-class schools and excellent medical services, there are few better places to call home, and I would recommend the lifestyle to any PGA Member who might have the chance to work in Portugal, although it helps if you see it as a long-term commitment. I’ve been here 34 years and have no plans to go anywhere else!”
19
I N TER NATIONAL I N T E RV I E W
Q&A Globetrotter PGA Advanced Professional Matt Holman’s playing and coaching career has taken him all over the world, from South Africa and Australia, to the USA and South Korea, but he now finds himself in Sweden, where is indoor coaching business is proving a big hit
sending emails and video lesson reviews; then it’s a short drive to the course for coaching, often until late in the evenings, especially in the summer. My days largely consist of private lessons and on-course sessions with a number of group classes. I’ve recently opened an indoor golf centre in Umeå, which I’ve kitted out with two TrackMan simulators and a SAM PuttLab. What could UK golf clubs learn from the way golf is run in Sweden?
Can you describe your career path to date?
PGA Advanced Professional Matt Holman
UK. This means less rules in terms of dress
After playing for Kent as a junior, I harboured hopes of becoming a tour pro, and in my early 20s I spent my winters playing on satellite tours in South Africa, Australia and America. I decided to do my PGA training at the same time, and I was fully qualified at 22, which
abroad to play and also coach. I spend one week a month coaching in England, and a few years ago I spent a couple of years travelling to South Korea three times a season to coach elite juniors for the LPGA.
codes and restrictions, with a focus on golf as a fun leisure activity which should be enjoyed by the whole family. Another difference I see is that clubs support the pros more financially, especially when it comes to coaching juniors, beginner and teams.
gave me the freedom to continue playing,
20
Clubs are far more inclusive here than in the
while earning some money through coaching.
What attracted you to working
I moved out to Florida in 2005 to focus on playing full-time and based myself in Orlando. I had lessons at The Leadbetter Academy, and since then I have made trips every year to learn from David’s team. Kevin Smeltz and Sean Hogan have been great mentors and have always been incredibly generous with their time and ideas. As I approached my late twenties, a tour career seemed less likely and I decided to focus more on coaching. After moving back to the UK in 2007, I began to coach indoors at the Swing Factory in Canary Wharf in London. This was a great opportunity to develop my coaching skills, with a normal day consisting of ten to fifteen 30-minute lessons, six days a week – amounting to over 10,000 lessons during my time there. After three years coaching in London I wanted a new challenge. At a similar time I met my fiancé, who is Swedish, and in 2012 we decided to move together back to her home town, Umeå, which is in the north of Sweden. I set up my own business coaching at Umeå Sörfors GK and Norrmjöle GK. The long winters here enabled me to travel
overseas?
What are the best and worst parts
I have always enjoyed travelling and really
about working/living in Sweden?
enjoy meeting new people and experiencing
The best part about Sweden is the beautiful
different cultures and environments. I wouldn’t
nature, friendly people and high standard of
of picked Sweden if it wasn’t for my fiancé, but
living. The negative is the long winters.
it has worked out much better than I could of ever hoped for. My overseas roles have always
How easy has it been to settle into
occurred organically – getting to know coaches
the local community?
and other professionals, and then opportunities
Swedish people are friendly and settling into
have come as a result.
the community was relatively easy, especially with my partner being a local. I also now speak
Who are your clients?
Swedish, which has really helped all apsects of
I coach amateurs, college players, elite juniors
my life here.
and professionals from all over the world. I have a small YouTube channel which managed
What advice would you pass on
to gather over 1.5 million views and has
to other PGA Members who may
created more opportunities than I expected. I
be interested in working abroad in
currently coach a number of professionals on
general, and Sweden specifically?
the European Tour and Challenge Tour, with
My best advice if a PGA member is
Steve Tiley and American Brinson Paolini
interested in working abroad is to travel to
among my current clientele.
the country of interest. Introduce yourself to the local pros, don’t be frightened to call
What is a typical working day?
the clubs directly and ask if they are looking
I am travelling a lot, so there’s usually a couple
for coaches. Sweden specifically I would
of early starts once or twice a week to catch
recommend someone searching for a position
a flight. I start with two hours of admin,
to contact the Swedish PGA.
December 2019
| www.pga.info
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 We now pay you even faster! We promise to have your cheque in the post within 3 working days of receiving the clubs.
Partner
CORPORATE PARTNER
T RA DE N E W S
SkyCaddie unveils compact SX400 GPS SKYCADDIE’S new SX400 handheld GPS
to hazards and other rele-
offers the same features found in the Tour-
vant points of interest also
proven SX500 in a more compact size.
adjusted accordingly.
Boasting a four-inch HD touchscreen – an
For laser-like accuracy on
inch smaller than the SX500 – it fits neatly
approach shots, users are
into the hand, pocket and golf bag, while
required to enter the day’s
offering the same performance features,
pin position to receive pre-
Pre-loaded with 35,000 ground-veri-
cise distances to the flag. It
fied course maps, and offering a 20-hour
also offers stat tracking and
battery life, the SX400’s intuitive interface
scoring options, while data
uses IntelliGreen technology and Dynamic
can be transferred to a laptop or app via the
comes with a free one-year Birdie mem-
HoleVue to automatically show the golf-
wirelessly connected SkyGolf 360 platform.
bership, which gives hundreds of exclusive
er’s current course position, with distances
Wilson unveils Staff Model utility iron
WILSON GOLF has launched a new utility iron that was first used by Gary Woodland during his US Open victory at Pebble Beach earlier this year. Designed to deliver a combination of distance, reliability and forgiveness, the Staff Model Utility features a 7g weight positioned low in the clubhead for increased launch angle. A high-strength maraging steel face – which also features in the brand’s C300 irons – delivers greater ball speeds across the entire face for improved distances, plus a hollow body long iron has been refined for better feedback on miss-hits. Available in three lofts (18˚, 21˚, 24˚), the Staff Model Utility iron is fitted with a KBS Tour Hybrid shaft and a Golf Pride Tour Velvet grip and has an RRP of £169. 22
The SX400 offers the same performance features as the SX500 in a more compact unit
The SX400 has an RRP of £299.95 and
ground-mapped course updates each year.
Odyssey expands Stroke Lab range ODYSSEY HAS added two new models to its range of Stroke Lab putters with the introduction of the Black Ten and Black Bird of Prey. On sale from January, both new models boast a high MOI construction and Odyssey’s innovative Stroke Lab weight distribution to improve performance dynamics for a more consistent stroke. The Stroke Lab design improves tempo and consistency of the stroke through a change in weight distribution in the multi-material shaft, with 10g added to the head in the form of two sole weights, and 30g to the grip-end via a 10g-lighter grip and 40g end-weight. The Black Ten and Black Bird of Prey models feature a multi-material head construction that promotes high MOI for more stability Additionally, a new microhinge star insert creates a firmer feel, while providing the same roll characteristics of Odyssey’s White Hot Microhinge, while a high-definition alignment makes it easier to set up at address. Odyssey general manager Sean Toulon said: “Stroke Lab has revolutionised the putter category by fundamentally improving the rhythm and consistency in a golfer’s stroke. And we’re combining it with all the forgiveness from these super-high MOI head shapes with one goal in mind: to help every golfer make more putts.” The Stroke Lab Black Ten is already the No.1 Odyssey putter model on the PGA Tour, and Phil Mickelson is among the long list of players who are using it in competition. Mickelson recently said, “The first few putts I hit with this putter, I noticed a real difference.” Priced at £269, both models will be available at retail from January 31.
December 2019
| www.pga.info
N E W S T RA DE
Cobra plays weighting game with new F-Max range
PowaKaddy rolls out Christmas promotion POWAKADDY
HAS
launched
a
Christmas promotion that offers a free
COBRA HAS unveiled a new range of F-Max drivers, fairway woods, hybrids and irons that
cart bag to anyone purchasing one of
Cobra’s new Airspeed range is its lightest yet
its lithium electric trolleys. The offer, which runs until December
are designed to maximize distance and forgive-
24, entitles the purchaser of the
ness for players with moderate swing speeds. At retail from January 24, the F-Max Air-
FW7s, FW7s EBS, FW7s GPS, FW7s
speed range is the lightest collection of clubs
GPS EBS, C2i GPS or C2i GPS EBS)
that the brand has ever produced, resulting in
to claim a free PowaKaddy bag worth
increased clubhead speed and overall yardages
up to £229.99. Golfers that purchase
for players with slower swings.
a PowaKaddy FW5s, C2i, C2i EBS or
The driver (£269) features a new carbon
C2 Limited Edition trolley can claim an
fibre crown which replaces the titanium one
X-Lite bag or Deluxe Cart Bag, while golfers buying the FW3s trolley will
used in the F-Max Superlite range to save 10g
receive a PowaKaddy X-Lite Bag.
that has been moved low and back in the club-
including the light carbon crown and lighter
head to maintain a MOI of 5,000, delivering
shaft. They also feature a shallow face for
PowaKaddy will be helping stock-
a clubhead that is 2g lighter without sacrific-
a lower centre of gravity to deliver higher
ists to publicise this promotion with
ing stability and forgiveness. Additionally, a
launch, while back/heel weighting creates
POS materials, while the company’s
5g lighter shaft and 6g lighter grip reduces the
draw bias.
the sales team will be on hand to
club’s overall weight to 285g – 13g lighter than its predecessor.
The F-Max irons (£669/£549, gr/st) lighter
supply any additional stock required.
overall weight results in an average of 1mph
The driver also features a new PWR Ridge
increase in clubhead speed, which leads to
design on the crown to assist with alignment
shots that fly both farther and higher, the latter
and improve aerodynamics, while internal
helped by an undercut cavity that positions the
heel-weighting and an offset hosel encourages
iron’s weight low and wide across the sole. The
straighter shots with a higher trajectory.
irons also feature higher lofts to improve launch
The F-Max Airspeed fairway woods (£179) employ similar weight-saving technologies,
angle, and feature an improved smoother transition in offset from club to club.
Foresight Sports finds the net with new football feature FORESIGHT SPORTS has expanded the
wide field sensor range is ideal for measuring
customers and existing owners in the form
capability of its GCHawk launch monitor
the launch and spin characteristics of practi-
of a firmware upgrade, as well as Foresight
with the unveiling of a programme aimed
cally any type of ball or object.
Sports’ debut gaming experience for foot-
at measuring football performance, fur-
Foresight Sports’ European sales man-
ther expanding the company’s technology
ager Steve Dacre said: “The demand for
offering.
multi-sport
entertainment
is
growing
Harnessing the same object-sensing and
exponentially across every market. Our
image-capturing technology found on the
commercial clients want to offer a bigger
GCQuad, the ceiling-mounted GCHawk
variety of true-to-life virtual game options
was designed to be a gateway technology for
for their customers. With the GCHawk now
multi-sport gaming that would go beyond
offering football, the world’s most accurate
the company’s expansive golf offering to also
and reliable launch monitor is now also the
include football, baseball, volleyball, hockey,
most versatile.”
and other sports. As well being perfect for
The GCHawk’s new football feature
capturing golf ball trajectory, the GCHawk’s
is available for purchase by both new
The PGA Professional
| #makinggolfhappen
ball, Skill Drill.
Foresight Sports is expanding the gaming options on its GCHawk
23
T RA DE N E W S
Two Thumb gets to grips with TGI TWOTHUMB Grip has a signed an agree-
golfer. Everyone can take advantage of the
ment with TGI Golf which will see its full
benefits that oversized grips present, such as
range of putter grips made available through
reduced grip tension and wrist break. And
all 500-plus TGI retail partners.
we hope that through our relationship with
TwoThumb has enjoyed significant suc-
TGI Golf we can be part of the journey that
cess on Tour in recent years, with a range of
builds confidence, saves strokes and ulti-
top players using the grips, including two of
mately makes the game more enjoyable.” The TwoThumb range has expanded from
the top seven in the European Tour’s 2019
the classic ‘Original’ (a 180g rubber grip) to
Race to Dubai ranking. Matt Wallace has used the TwoThumb
include grips of the same size, but different
Original for all four of his European Tour
weights, such as the Light (147g) and the
victories, while Austrian Bernd Wiesberger
Big Daddy Light (67g), ensuring there are
used the Snug Daddy 27 for his wins at
oversized options for every golfer. In more recent years the ergonomi-
the Scottish Open and The Made in Den-
cally-designed Snug Daddy range was
mark tournament. Other notable pros using TwoThumb grips include Portugal Masters winner Stephen Brown (Classic Light) and
Bernd Weisberger favours TwoThumb’s Snug Daddy grip
introduced with its signature flat front to help aid grip alignment and consistency of stroke, while reducing grip twist.
Andalucia Masters champion Christiaan Director at TwoThumb. “We have always
Width options range from 24mm up to
“These guys use our grips because they
been dedicated to improving golfers’ put-
33mm, all of which are offered in a variety
really do trust them,” said Steve Richardson,
ting, be it an elite professional or a club
of colours.
Bezuidenhout (Snug Daddy 30).
For all your golf academy and simulator room requirements Free golf academy design service with independent advice on golf simulators and launch monitors for PGA Professionals and club fitters. Our professional services include advice on the installation of all golf studio systems. Consultation on ranges, new coaching rooms and cabin builds. We can supply all your academy requirements including nets, screens, turf and mats.
golfswingsystems.co.uk 24
+44 (0)1483 266679
December 2019
| www.pga.info
sales@golfswingsystems.co.uk
N E W S T RA DE
Titleist scoops World Golf Award TITLEIST WAS among those celebrating
ceremony held the St Regis Saadiyat Island
at this year’s World Golf Awards after win-
Resort in Abu Dhabi, was contested by several
ning the category for ‘World’s Best Golf Club
of the game’s leading equipment brands and
Brand’.
judged by a panel of industry experts.
The award, which was presented at a
JS International to distribute Lamkin grips
On receiving the award, Michael Creighton, Titleist Brand Director – UK Region, said: “It is a huge honour for the brand to be recognised as ‘World’s Best Golf Club Brand’ and is a testament to the brand’s pursuit of excellence across all the golf club categories. This year has been a busy year for the brand, with the introduction of new Scotty Cameron Phantom putters, as well as brand new T-Series irons, TS hybrids and U-Series utilities – these new innovative products to the market have been a catalyst for our success.”
Motocaddy’s hands-on cold remedy MOTOCADDY HAS come to winter golfers’ rescue with an innovative new accessory designed for trolley users. Its new Hot Mitts incorporate an electric element within its fleece-lined insulation that evenly distributes heat over both hands. A centre button controls three-heat settings, enabling golfers to adjust the temperature setting to suit the conditions. The Hot Mitts (£44.99) fit onto any Motocaddy trolley handle using Velcro straps and can be plugged into any
M-Series Trolley featuring a USB charging port, while other models can also be powered by a Motocaddy power bank (£29.99, sold separately), which offers five hours of continuous use.
Nippon launches first hybrid-specific shaft NIPPON HAS launched a new shaft specifically designed for hybrids. The new N.S.PRO MODUS3 Hybrid is the first ever hybrid shaft made of steel and graphite and is designed to bring the best characteristics of both materials to hybrid clubs. A patented special adhesive enables the thin-walled 70g steel shaft to adhere to an outer coating of multi-layered graphite to create a shaft of ideal weight and flexibility. The bend profile is based on the tour-validated N.S. PRO MODUS3 Tour 105, which is designed to promote an easy launch, mid-peak trajectory and spin. “It truly is a hybrid shaft for hybrid clubs,” said Hiro Fukuda, Nippon Shaft’s sales manager. “It provides users of hybrid clubs with the solid feel and tighter dispersion associated with steel, along with the easier launch, greater distance, higher trajectory and vibration-dampening qualities of graphite.”
The PGA Professional
| #makinggolfhappen
LEADING GOLF equipment distributors JS International has become the master distributor of Lamkin Grips in the UK, Ireland and Europe. Chris Elson, vice president of global sales and marketing of Lamkin Grips, is confident that the new partnership will see a rise in sales and awareness of the complete range of grips that Lamkin have to offer, including its new collection of grips featuring Fingerprint Technology. He said: “We are excited to welcome JS International to the Lamkin fold. As we continue to grow our brand through innovation and best-in-class service, we know we have found a partner in JS International that will help to further elevate the Lamkin name and our unique category-leading innovations.” To order your copy of the new Lamkin brochure, call JS International on 01923 209 440 or email sales@jsint.com.
Glenmuir buys Sunderland of Scotland SUNDERLAND OF Scotland has been acquired by Glenmuir. The agreement brings together two of Scotland’s most iconic golf brands, with a combined 230 years of heritage between them. Effective from January 1, Glenmuir will own the global rights and distribution for Sunderland of Scotland outside of Asia. The agreement follows on from a successful 10-year partnership where Glenmuir were the European distributor for Sunderland. Both brands will continue to be distributed from Glenmuir’s Lanark HQ. 25
T RA DE I N D O O R G O L F
Sim City Kitting out an indoor studio has never been easier thanks to the wide choice of high-tech simulators, ball and club-tracking devices and performance platforms that replicate on-course conditions like never before
TrackMan
Trackman4 First introduced in 2016, TrackMan4 is the complete outdoor, indoor and virtual golf course solution in one device. Its market-leading ball and club-tracking technology is used by an overwhelming number of the world’s top coaches, fitters, golf clubs and players, with 90 of the world’s top 100 tour pros owning their own unit. The key to TrackMan4’s performance is its patented Optically Enhanced Radar Technology, which combines the advantages of dual-radar and camera tracking to deliver pinpoint accuracy indoors, as well as outdoors.
“We decided on TrackMan4 due to its ability to coach,
Keld Jensen, owner of the 11-bay Simgolf facility in
fit and play,” said Anthony. “Our coaching has never been
Denmark, is one of many teaching pros to have invested in
more in-depth, and it’s amazing how the numbers help
TrackMan4. He said: “I had another tracking system before,
beginners and higher handicappers, as well as better
but once I realised the amount of resources that TrackMan
players, understand their swing, as they can relate to
used to improve the play and the practice facility for
numbers on the screen and the ‘feel versus real’ swing
indoor golf it was clear for me that this journey was for
changes we try to produce. When fitting clubs, customers
us to join. TrackMan has focused a lot of its resources in
can see the results and trust in our knowledge when
recent years on fine-tuning its indoor golf offering, and
making suggestions and tweaks. This, in turn, creates
it’s very easy to see the improvements. The accuracy is
follow-up business, as they have confidence in your ability,
overwhelming and the new software is fantastic.”
as the proof of improvement is on the screen.”
New software updates continue to mine the potential
Former Masters champion Danny Willett is one of a
of this latest iteration of TrackMan pro hardware, with the
large number of pros that uses TrackMan to practice and
Virtual Golf 2 update further reinforcing the company’s
play between tournaments. He said: “I had a simulator
reputation for quality and innovation within simulator golf.
built a few years ago to help me when I’m at home, so,
Anthony Killik and Matt Packard, PGA Professionals
26
PGA Professionals Matt Packard (pictured) and Anthony Killick have recently installed TrackMan4 at their new studio at Royal Eastbourne GC
with the help of TrackMan4, I can do a practice session
at Royal Eastbourne Golf Club in East Sussex, have
on the range, working on moves with my coach, or I can
recently had TrackMan4 installed at their newly opened
do a combined test, or I can play a few holes. It just keeps
performance studio, and they are both delighted with
everything ticking over and I can just focus on my game.”
the results.
trackmangolf.com
December 2019
| www.pga.info
I N D O O R G O L F T RA DE
Zen Green Stage Zen Green Stage’s Putting Table enables golfers to putt on true rolling, multi-speed artificial greens at any time of the year. Trusted by some of the game’s leading coaches, including Phil Kenyon, who has one installed at his coaching academies in Formby Hall in Lancashire, the Green Stage is a full-size adjustable putting platform that enables PGA Professionals and coaches to teach players of all standards how to read greens, and to learn the relationship between speed and break when putting. In addition, the Green Stage can be converted for use as a full swing platform allowing users to practice shots from up, down and side-hill lies.
The Zen Green Stage can be used for putting as well as a hitting mat for every other club in the bag
Core Golf is one of a number of coaching and customfitting venues in the UK to have invested in the system.
you can crouch to get a worm’s-eye view from behind
Since installation at Core Golf’s Guildford venue, the
the putter, where previously you had to lie flat on your
Green Stage has been in constant use, whether for
stomach. Zen Green Stage offers the golfer and golf coach
formal lessons and putter fittings, or for casual use
a totally different experience. It is a talking point, a story,
when customers have time on their hands. Founder Ian
and it gives us a very strong and unique selling point.”
Hutchinson said: “Before we opened we identified a need
All Core Golf’s putter sales now include a custom-
to create the ultimate indoor golf environment for putter
fitting session on the Green Stage, as well a session on
fitting, one that offered a far better buying experience
its Quintic Ball Roll Analysis system, and Hutchinson
than the price-driven online retailers, encouraging golfers
credits a significant increased in sales since the platform
to buy properly-fitted equipment.”
was installed. “Customers also often come back with
Talking about its benefits as a coaching tool, Hutchinson
their other putters, to get them retro-fitted to their new
added: “With Zen Green Stage, the golf coach can give a
specifications,” he added.
better putting lesson. As it is slightly raised off the ground,
zenoracle.com
SkyTrak
SkyTrak is a small but powerful tool for teaching, fitting and game play
Part simulator, part launch monitor, part golf training aid, SkyTrak is enjoying a growing following among PGA Pros in the UK & Ireland, with over 500 having already taken advantage of its technology, which has a wide range of applications, from coaching and club fitting to simulator game play and skills tests. SkyTrak’s compact launch monitor, which can be wirelessly connected to a mobile or computer, delivers real-time launch data by accurately projecting ball flight using photometric technology to measure ball speed, launch angle, back spin, side spin and side angle. It also displays carry and total distance, as well as distance offline, simulating the conditions golfers face out on the course. Ideal for use on the range, for indoor studios and even for domestic use, SkyTrak – which retails at £1,895 – is also accurate enough for custom-fitting and gapping lessons, as well as in-depth swing analysis, while its access to over 100,000 virtual golf courses, including the world’s best simulator software, makes it perfect for gaming and skills performance. Bag mapping, Wedge Matrix, Fairway Practice and Shot Optimiser are all recent software updates that enhance its features, while the integration of SkyPro also makes it a great choice for academies, swing studios and driving ranges. skytrakgolf.com
The PGA Professional
| #makinggolfhappen
SkyTrak has been installed at all 22 Crown Golf venues in the UK
27
T RA DE I N D O O R G O L F
Foresight Sports Whether you want to upgrade an existing golf simulator or turn an under-utilised space into a fitting or gaming studio, Foresight Sports Performance Simulators are the answer. Powered by GC launch monitor technology, every installation is designed to perfectly fit your specific space and budget requirements. And when the time comes, you can easily upgrade individual components from software to hardware without missing a moment of operation. Offered with GC2, GCQuad, and the ceiling-mounted GCHawk, Foresights’ launch monitors feature state-of-
PGA Professional Carl Bianco has enjoyed a significant upturn in revenue since installing Foresight Sport’s GCQuad system at his studio at Woking GC
the-art image processing that captures thousands of
want to provide the very best possible coaching, analysis, or
snapshot pictures of the ball immediately after impact to
club fitting services to your customers.
give an extremely accurate reading of the shot. With the
“Additionally, our systems can be used anywhere, outside
recommended HMT add-on, users get a full analysis of swing
or indoors, and with the same levels of accuracy. That could
and clubhead performance data, including clubhead speed,
be as simple as using it in a pop-up net with an iPad, or it
smash factor, horizontal club path, and more.
could go as far as building a studio or golf simulator.”
“The most critical difference between us and other launch
Carl Bianco, Head Pro at Woking GC, is one of growing
monitor technologies is that our systems directly measure
number of club pros that have enjoyed an significant
all the club delivery and ball launch data we report,” says
increase in business since investing in a GCQuad. He said:
Edward Doling, Foresight Sports Europe’s managing director.
“Since installing the GCQuad over a year ago at our new
“Our ultra-high-speed cameras are positioned to the side
studio, hardware sales are up 200% and coaching revenue is
and slightly ahead of the ball, which means they can directly
up 50%, so it’s been a total game changer not only in terms
measure a host of data points that other systems cannot. In
of revenue, but also in terms of how we conduct lessons
effect, we ‘see’ the delivery of the club into the back of the
and custom fit sessions. Members love to practice and play
ball, and we ‘see’ the exact launch and spin of the ball. Other
courses on FSX 2018, and the studio has been constantly
systems, particularly radar-based ones, backward calculate
busy since we introduced Foresight Sports technology.”
some or all their club or ball data. That’s not good when you
foresightsports.eu
GOLFZON
Stoke Park has installed five Golfzon simulators at its David Leadbeter Academy
GOLFZON simulators provide the ultimate coaching and simulator game play experience. The technology comprises two high-speed cameras which record at 2,000 frames per second to accurately trace club movement and impact of all shots. Fast processing of high-precision data displays immediate launch of the ball, adding to the sense of realism. Additionally, GOLFZON’s moving Swing Plate – a hightech tee mat – automatically adjusts to uphill, downhill, and side-hill lies, by simulating course slopes from the tee box to
simulators installed in the indoor studio at its Leadbetter
the putting green, with the user or coach able to determine
Golf Academy. Stuart Collier, the resort’s Director of Golf,
the slope setting at the start of the session. The data the
said: “The installation of the GOLFZON simulators represents
technology captures enables coaches to deliver more
a huge upgrade to the facility and our offering to members
focused practice for their students, while it also takes out
and guests. One of the most unique features is the ability
the weather element that curtails practice over the winter or
to be able to play and practice on a virtual representation
during bad weather at any time of the year.
of own course, which makes it perfect for working with an
The simulators offer more than 200 courses, including
28
instructor on course management. For our hotel residents
St Andrews, Pebble Beach and many more, which can
and visitors, it’s also a great opportunity to practice on the
be accessed with the click of a button. Stoke Park in
simulators before they play the golf course for real.”
Buckinghamshire has recently had five of GOLFZON
golfzonuk.com
December 2019
| www.pga.info
NEVER COMPROMISE. Indoors or outdoors, from the driving range to the simulator, the world’s best choose Foresight Sports for one reason – our launch monitors deliver ball and club performance data with unmatched precision and reliability. It’s also why the PGA chose Foresight for their state-of-the-art simulator at their National Training Academy at The Belfry, establishing Foresight Sports Europe as a proud Supporter of PGA Education. Your game is what you make of it. Make it extraordinary. Talk to Foresight Sports Europe for more information.
+44(0) 1483 551441 sales@foresightsports.eu
T RA DE I N T E RV I E W
Q&A Looking after No.1 Neil Howie, President and Managing Director at Callaway Golf EMEA & AP, assesses the performance of the brands under his charge over the last 12 months, and explains why PGA Professionals play a vital role in the company’s retail success. Given the general retail trends in the golf industry in 2019, how has
Callaway’s commercial partnership with European Tour has raised brand profiles across the world
Callaway performed over the last 12 months? As far as the Callaway brands are concerned, we’re having a really good year. According to Datatech, in terms of hard goods (woods, irons, putters and balls) we are the no.1 brand in the UK, with a 22.4% share through August (22.9% if we include the top four markets of the UK, Germany, France and Sweden). What have been most your most successful products at retail? We’ve had a solid year across all categories. Epic Flash woods have checked out well, as have the new Apex irons, MD5 wedges and
Callaway became a partner of the
content that both we and the European Tour
golf balls generally, where we’ve reported
European Tour at the beginning
deliver and the reach that we have – so we can
some of the highest market shares we’ve ever
of the season. How has that
take that forward and appeal to not just the
had. Odyssey also continues to be the No.1
relationship worked out?
hardcore golf audience, but people who are
putter brand across our regions.
We’ve really enjoyed our first season with the
occasional players or are just interested in the
European Tour, and feel we have brought
game. Callaway is no longer just one brand.
Were there any big surprises in
some fresh ideas to the table. Rather than
There are Callaway golf clubs, bags, balls,
there?
simply be a ‘supplier’ we have tried to fully
apparel, Odyssey putters, OGIO luggage
I think the only pleasant surprise is that we
engage and offer experiential activities in the
and Travis Mathew clothing. So this new
have been able to successfully translate the
fan villages and on the ranges. Working with
relationship allows us to activate all those
phenomenal success of the original Epic
the event sponsors has also been a rewarding
different areas.
driver through to Rogue and then Flash.
undertaking and one that we really hope to
Jailbreak and subsequent AI face technology
capitalise on over the coming years. One
Callaway has always invested in
really has resonated at retail.
of the most important aspects is the social
its presence on tour, but what do you think staff ambassadors bring to the brand and what attributes does the company look for when it signs a new tour player? Tour validation and subsequent visibility is an important part of our ‘go to market’ strategy. To have the best in the world endorsing your brand and its product portfolio is a strong promotional tool. In terms of player attributes, it’s really a
The Apex irons and Epic Flash drivers have been among Callaway’s bestselling products in 2019
30
mix of attitude and aptitude. We also try to balance investment with potential return,
December 2019
| www.pga.info
I N T E RV I E W T RA DE
Francesco Molinari is among Callaway’s impressive stable of tour staff players
to the next level by adopting the science of Vernier acuity. Tour players are putting this technology in to play, and you will see it featured in other products coming to market next year. If you asked anyone five or six years ago, they would say that Callaway was an equipment company that also made golf balls. Now we’re a serious golf ball company which can sometimes be an educated guess,
media partners to ensure we are
determined by a player’s form over a season.
continuing to tell our product
and if you look at global sales we’ve
Our tour team does a phenomenal job and
and brand stories across
the relationships they forge with the players
the year through engaging
anyone at the company expects
are special. It’s a privilege to have these guys
content pieces. Couple that
us to suddenly become the
put their faith in our team and equipment.
with our investment on tour
gone from one in 20 balls sold, to one in five. Now, I don’t think
No.1 ball in golf, but as it is the
and promotional PR, and we What are you brand ‘win’ counts
would hope that consumers
across the main tours this season?
come in to store reasonably
We’ve had 18 wins with Odyssey at the time
well informed on our brands
of writing, with 48% usage. Callaway is also
and products.
product that is purchased most Chrome Soft’s Triple Track alignment technology has been a strong sales message
often, it’s an important part of the business.
The price of hardware is rising again. Do you see Callaway
the no.1 driver on tour in terms of usage How important are the buying
diverging to offer one range of
groups in your retail strategy?
clubs at the premium end and
How important do you see role of
The buying groups have done a good
another at the more affordable
the club-based PGA Professional
job over the years in bringing retail
end, or is the golf market much
in the overall retail environment?
professionalism to club pros. They remain a
less black and white than that?
We place huge emphasis on the PGA club
very important part of our business and we
We believe we have a product that suits
professional and have seen this part of our
work hard with them to develop strategies
most pockets. Rather like the premium
business grow significantly over the last
that benefit us and their members/partners.
car market, this year’s new and expensive
(30%) and we’ve had 10 wins.
five years. In fact we re-organised our sales
technology gets incorporated in to next
teams to ensure their focus and support was
The Triple Track technology that
geared toward green grass. Custom fitting in
has featured on some of your golf
particular has been a huge component of our
balls seems to have been very
What products are you most
growth with the club pro, and we’ve made a
popular at retail. How confident
excited about among those due
lot of investment in this area.
were you that you’d got a winner
to launch in early 2020?
year’s more affordable models.
on your hands?
Our new driver and iron ‘family’ is receiving
terms to make doing business with Callaway
It’s been a real revelation, to be honest.
rave reviews during our retailer pre-book
much easier with less up front commitment.
There is a growing trend to put alignment
campaign and our new Triple Track products
aides on balls and putters, but we took it
are outpacing all our original forecasts. The
Additionally, we have evolved our trade
What kind of support do you
new Chrome Soft balls are also exceeding
offer to PGA Professionals to
expectations, which is really exciting for us.
help sell through your range of products?
What are the biggest challenges
As well as the aforementioned custom fit
facing Callaway in 2020?
solutions, we also invest heavily in in-store
In all honesty, the challenges are the same
POS, staff training and demo/fitting days.
every year. We must continue to set the
Additionally, we advertise extensively on
benchmark in product technology, and also
TV, and also golf digital and print platforms across Europe. We also work hard with our
The PGA Professional
| #makinggolfhappen
to strive to be better every year in terms of Odyssey is the No.1 putter brand on tour and at retail
customer support and service.
31
DRIVE OUR VISION SHARE OUR SUCCESS
partnership
THIS IS WHO WE ARE. Are you driven by success...
More than 480 of the country’s leading PGA Professionals are part of TGI Golf Partnership, Be part of atoforward thinking group. which exists assist them in running successful and profitable businesses. TGI Golf Partnership offers current
and relevant business solutions
Contact us today to find out how and thought leadership to driven, we can help you.
engaged professionals.
tgigolf.com @TGI_Golf
/TGIGolfPartnership
THE TGI GOLF PARTNERSHIP IS A GOLF RETAIL SERVICES GROUP, OWNED BY PGA PROFESSIONALS.
Seven things that happen
partnership
DRIVE OUR VISION when you become SHARE OUR SUCCESS
a TGI Golf Partner
01
You make a one off payment You are a partner of TGI Golf and TGI Golf Travel
02
You are guaranteed the best UK and Irish terms from Partner suppliers Including all the biggest brands in golf
03
You have a dedicated Retail Consultant Free, in-store expert advice from the guys in the know
04
You are invited to fantastic events Some educational, some competitive - always valuable
05
You will receive annual profit distribution
06
You get access to TGI’s amazing marketing tools
As a Full Partner of the business, you share in our success
These allow you to take charge and tailor communications and POS to your business
More than 480 of the country’s leading PGA Professionals are part of TGI Golf Partnership, which exists to assist them in running successful and profitable businesses. 0% finance
07
> Best Buying Terms > Free Retail and
Marketing Advice
You get access to our exclusive 0% finance Contact us today to find out how we can help you. >apply) First Class Events arrangement, (terms and conditions
tgigolf.com
DRIVE @TGI_Golf
/TGIGolfPartnership
THE TGI GOLF PARTNERSHIP IS A GOLF RETAIL SERVICES GROUP, OWNED BY PGA PROFESSIONALS.
T RA DE A C C E S S O R I E S
Street style
O
Golf apparel is increasingly being influenced by off course trends and giving customers the ability to accessorise an outfit is growing in popularity.
ften overlooked, accessories are accompanied by faux fur pom poms. which will be hitting the market in SS20 an extremely important part of “Accessories add colour and interest. are our Bold 3-stripe cap and the Turf Cap.” golf apparel, giving a touch of From a fashion point of view for ladies this Another growing trend is for headbands fashionable individuality. As a result, the involves animal or floral printed visors or and visors. Clip-on visors are a popular use of sweat wicking fabrics and thermal vibrant coloured visors and caps but also trend at Röhnisch as consumers find the insulation is becoming ever more common. from a functional point of view for warmth colourful diadem-like visors in varying Neutral shades remain shades and prints light to Glenmuir Unisex Thermal lined Sabbot Headwear’s Andrea hat comes perennially popular, simply wear and easy to get on and neckwarmer £12 in various shades including pinks, beige and black with a brightly coloured faux because they can be used off. fur pom pom and fleece lining. RRP £30 with any clothing style on Green Lamb’s Agnes and off the course. Despite Dwyer adds, “Fleece lined this, colours, prints and headbands allow for extra high street influences are breathability on top while increasingly common as keeping ears warm – knitGlenmuir’s Mikhel Ruia ted hats can be too warm indicates. “The high street for some golfers especially trend of flat caps and the on cold but sunny days. return of tweed jackets For the last couple of seaand waistcoats hasn’t quite sons, we have a knitted transitioned to the golf visor – offering eye protecapparel market yet, but tion from the sun with the there are some interestwarmth of a headband.” ing things we are doing Tubular snoods are with houndstooth and Argyle which effecbecoming the key fashion item for necktively redefine a classic pattern into a more wear. Several companies such as Titleist, accessories are contemporary look.” FootJoy and Glenmuir are including them extremely important, Alistair Brown, KJUS Head of Sales UK in their ranges. Green Lamb has introduced giving a touch and Ireland says, “Street style continues to reversible versions, combining plain sides play a huge influence and we are noticing with a patterned side. of fashionable that some customers are leaning towards individuality styles that are a little more retro and vintage BELT DEMAND in design.” Traditional leather belts are losing in the Over at PING, redesigned retro styles give like our Thinsulate thermal lined merino popularity stakes to webbed belts, which are a contemporary touch to the All-American bobble hats and thermal neck warmers,” offering increased adjustability, unique stylTrucker Cap. This is a modern version of the says Glenmuir’s Mikhel Ruia. ing and colour variations. These belts can traditional Roper Cap featuring a moisture provide a real fashion statement as PING wicking, SensorCool technology headband NOVELTY AND LIFESTYLE has shown. “Our new stretch webbing belts along with a double-layer heat transfer with Demand for novelty and lifestyle apparel offer a contemporary option for golfers heavy-gauge tacking. items is growing. Gina Ingram, Adidas looking for the perfect belt to wear on and Knitted bobble hats are always in Assistant Product Manager for Ladies/kids/ off the course and represent a stylish way to demand and Sabbot Headwear highlights accessories says, “Our consumers are lookadd a finishing touch to a variety of outfits.” the sheer variety that is possible – ridged ing for accessories which can be worn not KJUS and Röhnisch have introduced stitches, cables, stripes, tartans, Argyle diaonly on course, but in their everyday lives. extra colour to their webbing belt offer by mond shapes in every colour of the rainbow, Some of our novelty and lifestyle pieces using two or three tone variations.
‘‘
‘‘
34
December 2019
| www.pga.info
A C C E S S O R I E S T RA DE
Socks Feet benefit from wearing socks offering warmth, cushioning and support during a long session walking around the course. Technological innovations are at the increasingly being introduced. Glenmuir uses a smart zoning system for its Dryburgh socks, allowing the wearers feet to remain cool while providing Glenmuir Ariana Ladies sufficient cushioning Heat Holder Winter underneath. The Thermal Socks in pretty company has also candy pink RRP £10 introduced patented HeatHolder inners to its winter socks making them comfortably warm, yet lacking in bulk due to the way the fabric compresses when worn.
FootJoy
FJ Winter Mitts in black RRP £27
Galvin Green
Titleist
Water-resistant Cart Mitts have both a micro-fleece lining and internal hand warmer compartment. RRP £34
Moisture wicking materials are popular at Röhnisch and Horizon socks. Craig Bousfield of YUMAX Golf said, “The use of naturally occurring fibres is having a big impact on the sock market. Horizon have successfully combined bamboo with cotton to create an extremely comfortable, breathable and sustainable sock. Merino wool is another fibre we use giving the impression you’re walking on air.”
Plug & play USB powered Hot Mitts enable Motocaddy users to stay warm. The innovative electric heat layer is positioned within a fleecy insulate enabling warmth to be evenly distributed. A centre button offers three heat settings, while thumbholes provide quick access to the trolley controls. RRP £44.99
PING
Duffle bag to carry all those essential bits and pieces every golfer needs made from rugged heather grey polyester and straps that convert from double to single as required. RRP £90
PING
Quilted Valuables pouch with velour lined interior is perfect for carrying items of value safely while out on the course. RRP £12
YUMAX Golf Top: Silky soft Bamboo
cotton is used to make these Men’s Horizon stripy Socks. Several colours are available including Grey/ Burgundy, Charcoal Marl/denim and Olive/Turquoise. RRP £10. Bottom: Women’s Horizon Bamboo socks combining the softness of cashmere with the hardiness of cotton. Colour variations include Blue/Fuschia, Orange/Green, Turquoise/Royal and Lilac/Khaki. RRP £6
Fashion plays a major part. Gina Ingram, adidas, has noticed a ‘sales split between our spring summer season and autumn winter. The no-show style and ankle socks are far more popular in spring summer; this highlights the consumer’s awareness of fashion as they pair their socks with appropriate short or trouser.” adidas Tour360 Socks made from nylon/polyester/
cotton/elastane mix with silicon gripping threads through the heel and toe. They are available in white, black and collegiate navy. RRP £19.95
Cecilia Kvamme, Golf Apparel Designer at Röhnisch adds, ”As a sports brand we always believe in wearing socks made for an active lifestyle. We always offer socks in the collection’s seasonal colours which is a great way to perfect a look.”
The PGA Professional
| #makinggolfhappen
Galvin Green
Adjustable width, elasticated Warren belt in surf blue, complete with cutout logo metal buckle RRP £35
Röhnisch
Spandex and Polyester braided belt RRP £34.95
KJUS
Unisex sportive webbing woven belt in colourful red/blue RRP £49
PING
This ladies white or navy webbing belt suits any clothing on or off the course, as do the men’s blue or black styles. Ladies belt RRP £25 Men’s belt RRP £35
35
T RA DE A C C E S S O R I E S
Titleist
Performance Snood in black or grey utilizes a performance fabric with excellent thermal insulation perfect for cold days on the course. RRP £20
Sabbot Headwear
Blanka incorporates an unusual ridged knitted style in acrylic wool with Lurex thread, fleece lining and a faux fur pom pom. RRP £30 Linda has a faux fur pom pom and is knitted using a cable stitch design in 100% Acrylic with a turn up edge. It has a fleece lining and is available in white, blue, deep pink and red RRP £40
Titleist
Tricolour Acrylic Pom Pom Beanie with Microfleece performance liner in black, navy or red RRP £20
Footjoy
FJ Print Thermal Snood retains warmth and provides windproof protection. RRP £20
Titleist
This Merino Wool Performance Beanie has a high performance liner that keeps you at just the right temperature without overheating. Lined with a moisture-wicking sweatband, it reduces odour and keeps the user dry. Three colour options are available – Black, Grey, Navy RRP £25
Glenmuir
Malabar thermal Merino Beanie Bobble Hat in bright blue RRP £20
Galvin Green
Multi-use Donny snood/ bandana/neckwarmer is durable, breathable and easy care. RRP £30
Green Lamb
Ingrid Reversible Snood rouge/white RRP £20
Green Lamb
Inge fleece lined hat in navy or rouge RRP £20
FootJoy
FJ Pom Pom Beanie incorporates a stretch knit construction for a comfortable fit and inner fleece earband for added warmth and comfort RRP £20
PING
The All American Trucker Cap is manufactured in tour-tactile Spandex complete with a moisture-wicking SensorCool headband. It is available in Navy/white/red or White/navy/red. RRP £22
Glenmuir
Aubrey Fuchsia performance headband golf visor RRP £20
Röhnisch
Clip on visors in various colourful shades and prints including Cantalupe and Geo Combi Black. RRP £29.95
Castore
Made from water-resistant, fast drying, breathable lightweight cotton, the Ghost 2.0 Cap is a fully bonded structure supported by an inner lining made from moisture-wicking, antibacterial tape. It is available in optic white and noir black. RRP £30
KJUS
Unisex stretch-fit seamless cap RRP £29
adidas
Left to right: Bold 3-stripe cap in 100% cotton twill is available in black and grey. RRP £24.95; Tour Cap made from recycled polyester/14% elastane plain weavehydrophilic finish using melt-away technology allowing yarns to be removed to improve ventilation and stress qualities. The range of colours on offer includes navy/ solar yellow, white, black, white/glory blue. RRP £19.95; Turf Cap 100% Cotton twill in black/white RRP £19.95
36
December 2019
| www.pga.info
A D V E R T O R I A L
Do you find choosing a venue hard? Do find choosing a venue for your next members break a challenge? The Golfbreaks Pro Travel team are experts in assisting PGA Professionals with their travel requirements, from suggesting suitable venues for your group to how to market trips to your members. As part of their ongoing commitment to servicing PGA Professionals travel needs, the Pro Travel team at Golfbreaks have ran hosted Pro Inspection Trips for a number of years, taking PGA Professionals to selected Pro Travel venues across the globe. What is an Inspection Trip? An Inspection Trip gives you the opportunity to explore some of the most popular Pro Travel venues and assess if they would be suitable for your group.
One of Golfbreaks first ever Pro Inspection Trips to Aphrodite Hills in 2010
If you are thinking about running a group break, whether it be pro led or coaching, then an Inspection Trip can be invaluable. What are the benefits of an inspection trip? Inspection trips are designed to enable you to experience a resort first-hand and give you the confidence to recommend and promote a venue to your group.
Golfbreaks Inspection Trips 2021 March – Morocco June – La Manga
November – UAE Rich Pace – Head Professional Inspection trips also provide you with and Golfbreaks Pro Travel Partner an excellent opportunity to spend time at Beverly & East Riding Golf Club with like-minded PGA professionals who are involved or Gary Casey – Head interested in Pro Travel, swap ideas and thoughts on favourite “Golfbreaks Inspection Trips Professional at Pitlochry destinations and how to make trips successful and profitable. are a great opportunity to Golf Club in Perthshire Golfbreaks Inspection Trips are hosted by members of the speak to like minded pros, learn “Inspection Trips are a Pro Travel team and normally consist of 10 PGA Professionals. about best practice and how great way to explore new to make our client’s experience venues that you may not Before you go it is wise to make a checklist for what you are the best it could be. I can’t have considered before, looking for in a venue and see how it compares in the flesh. wait until the next one!” while sharing experience Here is what you should be looking at: with like-minded professionals. I would highly Accommodation recommend them.” • Standard of accommodation,3,4 or 5-star • Type of accommodation, hotel or apartments/villas Practice facilities • What food and drink options the resort offers in the • Extent of the practice facilities on offer evening and if it is reasonably priced • Check out specific areas such as short game facilities • Other facilities on-site such as spa, gym etc • Visualise what you can do and plan how you are going to set-up your clinics Golf Course(s) • Quality, difficulty and suitability of the golf courses • Terrain can also be a factor depending on the age of your group
Local area and nightlife • What bars and restaurants there are in the local area • Explore villages and towns close by where you may think about venturing out to • Having this knowledge prior to taking your group away makes organising evening plans in advance so much easier Do you want to be considered for a place on Golfbreaks Pro Inspection Trips in 2021, experience world-class venues for free and benefit from the Golfbreaks Pro Travel team’s extensive knowledge? Get in touch to register your interest and see how we can help.
Golfbreaks Pro Inspection Trips take in some of the best venues in the world
For more information on how the Golf Pro Travel team can help please contact 01753 752 880 or email pga@golfbreaks.com @Golfbreaks_Pro @golfbreaks_pro_travel
The PGA Professional
| #makinggolfhappen
37
T RA DE R E TA I L WATC H
Bringing golf indoors When the temperatures drop, it’s time to focus on the cash-generating features of your indoor facilities, says Crossover Technologies chairman Phil Barnard
W
inter has arrived and, so far, it’s been a pretty miserable one. Heavy rain, chilly temperatures, and the odd flurry of snow have all been sent to dampen any sense of optimism when it comes to enticing golfers onto courses and customers into your shop. Sustained rainfall was the major factor from September to November this year, which saw nearly 50% more rain than the average for this period, and my thoughts go out to those affected by flooding. Historically, the winter months were viewed negatively – ‘damage limitation’ – but times have changed and the quieter months are a real opportunity to add more An indoor swing profit to the business. studio can bring in vital extra income over the winter
BRING GOLF INSIDE There’s been a tremendous investment in indoor swing studios over recent years. Many of these have been used to offer excellent custom fit services for golfers to get more from their clubs. When it comes to retail, this has turned the whole club category on its head: making it profitable again, which is great news. However, during the winter, there can be a lot of downtime with this kit. I often hear of retailers who, having made the investment for fitting or lessons, are not actually using their indoor studio for rental or game play. Why not get more from your investment and offer indoor golf for members and visitors? The chance to play a virtual round of golf at one of the world’s best courses would appeal to many golfers. Start a
winter league or competition to entertain customers on cold evenings, and weekends. It’s also a great chance for golfers to test new clubs stocked by the shop, and give your income a welcome boost. You may need to add new chairs or a sofa, but the rental of the systems, along with sales from drinks and snacks, should make it worth your while and keep the till ticking over. Another benefit of encouraging golfers to play is that it lengthens the opportunity to sell kit and a number of brands have actually changed their launch patterns to coincide with the colder months. New technol-
fitting, club sales and potential rental. This is big business and the return on investment (ROI) is relatively quick. An indoor facility doesn’t need to cost a fortune – most of the costs undertaken are often for good-looking room fit outs. However, I know of some Pro’s who are using the old committee room, or club dining room, during the winter, with a temporary set up. If you can find a place in the club house where you can swing a club, and fit a hitting mat and net, it’s a great start.
CHRISTMAS CHEER? With the longer nights and colder days, we look to the next big retail opportunity – Christmas. For UK on-course retailers December is usually the 3rd smallest month, but for off-course stores, it’s a very different story. One year, December was actually the biggest month for off-course golf retail sales. Customers are spending on golf – maybe just not in your shop. Be accessible to non-golfers. Communicate with members and players and ask them to direct friends Golf simulators such as this one at Hanbury Manor can often be fitted into rooms used for a variety of functions and family to your pro-shop for gifts, rather than the high ogy coming into the store, combined with street. Members will want to support their increased opportunity of play, opens up the Pro. Why not send a Christmas card to your door for more sales. top 50 customers and their family, with an incentive and welcoming message to entice RETURN ON INVESTMENT them into your pro shop. If you don’t have a swing room currently Organise Christmas shopping events set-up, I would urge you to look into it. Some where you are open later into the evening, Pro’s will be deterred by stories of large expenand train pro shop staff to watch out for diture but it’s worth reconsidering or you non-golfers who may need extra guidance in could be missing out on extra lessons, club choosing gifts.
Make 2020 your most profitable year yet and sign up to XPOS. The feature-rich sales solution designed especially for golf retail and used by PGA Golf Professionals around the world. Better reporting, better buying decisions, better business. crossovertec.co.uk Follow us on Twitter, LinkedIn and Facebook 01454 418395
38
December 2019
| www.pga.info
R E TA I L WATC H T RA DE
Give your business some festive cheer Although traditionally one of the quieter parts of the year for golf retail sales, there’s still plenty of money to be made during December if you focus on the right products, says Crossover Technologies’ resident retail expert and sales manager Matt Peace
W
e might be coming up for the worst of the winter weather, but December can still be a fairly good month for retailers. Here are up some key actions for the month ahead to give your business a great start to 2020.
1
GIVE SALES A BOOST If you’re a large enterprise or have enjoyed a bumper year, you might be thinking about getting some stock in just for Christmas. But if that’s not you, take a look at your sales reports from last year to see what sold well last December. Typically, it will be stocking fillers, but it could also be winter clothing. Spouses might come in to the shop to buy a gift for their golf-mad partner, so ask staff to watch out for new customers in need of extra guidance. Another tip is to bring products to the front that you need to sell or you could end up having to discount it in January.
2
STACK UP THE VOUCHERS No ifs, buts or maybes about it, this is the best time of year to be selling gift vouchers, so make sure you have a stack of them to sell to customers. December is also a great time to review
how you manage your vouchers and ensure you’re getting the most out of the scheme. Retailers need to be able to track and monitor vouchers, so avoid selling generic vouchers to customers. Print, or hand write, each voucher with a unique number and record it on the system. Don’t let vouchers run past their expiry date and keep an eye on how many are outstanding. Remind members to use them if you can. Crossover customers can look forward to a fantastic new voucher system in the New Year that will help you sell, manage and redeem your vouchers more efficiently within XPOS. To get ready for the new system, use the ‘Voucher Maintenance’ section of XPOS and clear down old vouchers. Keep the ones you still need, but allocate a time frame for outstanding vouchers.
3
DIG DEEP INTO CUSTOMER ACCOUNTS This is the perfect month to get on top of any debt to the business, as well as money you’re holding for members, both of which will seriously damage your business if left too long. Chasing up debt can usually be resolved with a phone call to the member, but credit is often trickier to sort out. Imagine a customer using his credit
Christmas gift promotions are a great way of boosting sales
account to make a high value purchase in your shop, but you spent that money on new stock years ago. It would seriously hit your margins. Don’t leave it too long to get on top of credit accounts, and watch out for accounts that are accumulating. If members aren’t coming into the shop to spend the money, ask yourself why and dig a bit deeper. Use the Hub dashboard in XPOS V2 for an up-to-date snapshot of the health of your customer accounts.
4
CLEAR OUT COMPS Start off the New Year with a clean slate and clear out your competition winnings. Chase up any monies outstanding from competitions and delight the winners with cash owed to them. Get ready for a fantastic new competition system in 2020 with a software update in XPOS, which will integrate competitions into the sales screen: improving the way you manage, accept entries and distribute winnings.
TOP TIPS TO KEEP ON TOP OF YOUR CUSTOMER ACCOUNTS ✓Email customers monthly to remind them to either spend their credit with you, or pay any outstanding debts. ✓Encourage customers to use their credit at point of sale. ✓Keep the cash from medal winnings in a separate account to make sure it doesn’t touch your bottom line. ✓Put an expiry date on customer accounts. Many pro shops do this and it makes great commercial sense.
Grow your business in 2020 with XPOS V2. Designed for golf retail, XPOS is a feature-rich sales system, which will help you reduce stock, improve margins and be a better retailer. For more retail advice, follow Crossover Technologies on social or get in touch via crossovertec.co.uk.
The PGA Professional
| #makinggolfhappen
XMAIL
39
COACHING B U S I N E S S
Speaking from experience Ian Bailey’s career as a PGA Professional spans over four decades having joined the Association in the early 1980s. He speaks to PGA Business Relationship Officer (BRO) Justyn Branton about his successful coaching business model. When you first decided
What did you find was
to focus on coaching as
you greatest challenge
a business and career
when you decided to
choice what were your
just focus on coaching?
primary goals?
I’ve found my fundamental
After my playing days I found
coaching philosophy on the most
I had a strong passion for
challenging message to get across
coaching and wanted to use
in a coaching environment.
my knowledge, experiences
Most want to focus on the club
and qualifications to help
face and/or swing motion or
golfers of all ages and ability to
the ball by using methodology Ian demonstrating vertical balance in the posture position
understand a learning process from fundamental points and
valuable and correct information
positions through to achieving
but in my opinion it’s being
personal performance goals. My primary
moved to the floor and moved to the edge
delivered far too often in the wrong coaching
coaching goal is to give back.
of his mattress. Then with a bit of creative
order. What comes first? The address and
thinking I dismantled two Tri Golf clubs and
posture or swing motion?
What has been the most important
with a piece of dowelling, the school caretaker
personal development experience
provided, I joined two clubs together. The
As a coach can you talk about
for you and why?
nursing staff provided some velcro strapping
some of your success stories and
I have one stand out experience when I visited
so we could strap the club to the young
the reasons behind them?
an SEN (special educational needs) school
golfers right leg. The nurses then moved his
One big success story has been the schools
for the first time in 2006. All the pupils had
mattress to the floor and slid him to the edge
programme I’ve helped develop and manage
varying degrees of disability with most having
of his bed. One nurse then started to guide
in Leicester delivering Tri Golf to inner City
a severe condition. I’m not proud to say that
his leg to a football sized soft ball as this was
Schools. Each year the programme has grown
my first reaction was shock with what was
heavier and larger than the other balls I was
and is presently working with 21 schools
facing me because I hadn’t worked in such
using for the session. The improvement he
engaging with over 1000 young primary
an environment before. After a quiet word
made in a short period was amazing when
aged children that culminates in two Tri Golf
with myself I very quickly realised the need
considering his starting point! That day we
festivals in late May. Also many of the schools
to adapt to the pupils by treating them as
all had a valuable learning experience which
I’ve worked with have now adopted Tri Golf
golfers rather than expecting them to adapt to
has had a lasting impression on me and I’m
into their school PE curriculum.
me. Once I figured out how to adapt the Tri
sure on all concerned as well! It’s so far taught
Golf games I was using I began the session.
me my biggest lesson in 36 years as a PGA
children start their golfing journey from a Tri
After around 15 minutes a young man was
Professional, which is; “The need to assess and
Golf environment who progressed along their
brought in to the hall laying chest down on a
understand rather than immediately judge!”
golfing pathway to represent England Boys
young man had come in to watch and she explained he couldn’t communicate normally, his head was permanently positioned to the left, he only had the use of his right leg and he was permanently bed bound. After a few minutes the nurse asked if there was anyway he could have a go. I asked if he could be
‘‘
The need to assess and understand rather than immediately judge!
‘‘
bed. The accompanying nurse explained the
40
or technology which I accept is
I’m proud to say we’ve so far had two
and Girls Schools Teams and England Golf Boys and Girls National Teams. Also three of my daughters are plus handicap golfers with Lianna being the lowest at +4 and Annabel and Jessica at +2. Lianna is studying psychology at Oklahoma State University, and shes got a world ranking of 224. Our middle daughter Jessica attends
December 2019
| www.pga.info
B U S I N E S S COAC H I NG Daytona Junior College and her world ranking
seemingly confused the talent I was working
the importance of understanding and
is just outside the top 800, she’s also just signed
with by triggering analytical thinking in the
applying the correct static and controlled
for Louisiana State University for 2020.
swing rather than working neurologically
position before any swing motion or ball
through vision and feel.
performance can be effectively worked
Reflecting on your journey, what
on. Static balance comes before balance
would you say have been the main
What are your current aspirations
in motion and there are 6 balance points
keys to your success as a coach?
with your coaching and where do
within both types of balance that I work to.
When achieving my PGA qualification in
you want to go with it?
1984, I had a great experience at Lilleshall
My aspiration is to promote a simple
If you could go back to the
during the practical coaching exam. It was
coaching message that starts with address
beginning what advice would you
impressed on me the importance of applying
and posture and static balance to ensure
give yourself?
correct fundamentals to every shot played
a foundation of angles and lines has been
The one regret I have is that I didn’t
and I’ve used and developed this great advice
created correctly from the ground up. This
challenge myself to see if I could reach
since in all aspects and levels of my coaching
creates a vertical line of balance that runs
higher levels. I was told I had talent by my
journey.
through the posture position to suit the
peers but unfortunately I always took the
shot, the club and the lie for ‘balance in
easy route, therefore if I could have my
motion’ (the golf swing) to perform from.
time again I would work a lot harder on
Initially I did look at the technical and mechanical aspects of the golf swing trying to be fashionable and trying to be commercial
I’ve purposefully instilled this coaching
what I know now! Having said that every
but found I wasn’t always successful with the
philosophy into my new business
experience I’ve had to date has got me to
development of the golfer as this approach
venture golfing-partner.com by stressing
where I am today.
CLUBFIT TING, CLUBM AKING AND REPAIRS TRAINING FOR PROFESSIONALS
NOW BOOKING FOR 2019/2020
BY
Diamond Golf, Europe’s leader in clubfitting and component supply, is now taking bookings for this winter’s DGI Academy courses in the arts of clubfitting, clubmaking and club repairs. The DGI Academy courses cater for a wide range of abilities, from novice to advanced, and take place in a specially created purpose-built facility. Each course runs in small groups to allow for personal one-to-one tuition.
Contact us today for a free brochure & prospectus: UK Freephone: 0800 083 7388
The PGA Professional
| #makinggolfhappen
International: +44 (0) 1903 726999
dgiacademy@diamondgolf.co.uk
41
COACHING T H E O RY
The path for each new face Martin Ridley, PGA Training Executive for Golf Coaching outlines a useable framework for Assistant Professionals and a pathway through to the final coaching exams.
T
he education of Assistant Professionals in golf coaching goes beyond the walls of The PGA Training Academy. Consequently, it is important that The PGA Training Academy and Employing Professionals complement each other in how they help to develop Assistant Professionals. This article is intended to offer Employing Professionals a further insight into the golf coaching pathway through to the final coaching exams that Assistant Professionals go through. The PGA adopt a holistic approach to golf coaching which is covered in combination by the Golf Coaching and Sports Science modules. The five areas that are covered are the technical, tactical, physical, mental and lifestyle elements of coaching. Here I am going to focus primarily on the technical aspects of golf coaching, those that pertain to a golfer’s swing and how they can improve their shot outcomes. THE GOLF COACHING MODULE CONTENT First allow me to briefly outline the structure of the coaching modules from a technical perspective. In order to provide a structure and useable framework for Assistant Professionals the technical content is predominantly based around the Wiren model (1990). This model provides both technical information around ball flight, impact and components of a golf swing as well as a guiding structure to how to use that technical understanding. In a nutshell, when analysing a golfer, the Wiren model starts with the ball flight in terms of its direction, curvature, trajectory and distance. It then seeks to establish what has happened at impact to cause the ball flight(s), before linking to the various aspects of the golf swing and how the player was set-up. This process can of course work 42
the other way around when a golfer hasn’t yet established a golf swing or ball flight. A simplified version of the coaching process using the Wiren model is shown in figure 1. The year 1 golf coaching module introduces students to ball flight and its four characteristics, the ‘Laws’ which are the six impact factors and the five Pre-Swing Principles. In year 2 the 11 In-Swing Principles are introduced (e.g. swing plane, dynamic balance, release) and in year 3 the ‘Preferences’ element of the Wiren model is presented to the students. A ‘Preference’ as per the Wiren model is the technical change that the coach recommends based on how it would positively link back through to impact and the ball flight.
ASSESSMENTS This content provides the scaffolding for what the students are assessed against as they move through the years towards their final PGA exams. At the end of year 3 we assess the students’ ability to analyse a player and explain what is causing their ball flight through video analysis, and their ability to successfully deliver a practical lesson to a member of the public. Additionally, students are assessed on their knowledge of the effects of sloping lies and how to play different short game shots. Students need to pass the following to be eligible for PGA membership: • both videos of the video analysis exam;
Simplified Sequence
Swing Analysis
Ball Flight Characteristics
Impact Factors
In-Swing Principles
Pre-Swing Principles
Swing Build
Figure 1: Shows a simplified version of the different areas of the Wiren model and how it should be used
Swing Path = -5˚ out to in
Figure 2: An example of module content which could be assessed
Clubface = 5˚ open
Where would the ball start?
December 2019
| www.pga.info
T H E O RY COAC H I NG • the assessment on sloping lies and short game; • the practical lesson exam. Students also study for and are assessed for their ASQ Level 1 and Level 2 coaching awards in years 1 and 2. AREAS FOR IMPROVEMENT Through various means we have accrued information on where the students can improve their knowledge and output as they relate to The PGA content and assessments. The following list identifies these areas; • Technical understanding of the ball flight, impact factors and principles and how they link together. • Ability to perceive a golf swing and recognise what could change to improve the ball flight. • Making appropriate decisions for what to change in a golf swing. • Applying interventions to help a player make the change or changes that the student is looking to achieve as the coach. • Too often students focus on set-up for the changes that they want to make. • Lesson structure could have a better flow to it; have an appropriate beginning, middle and end; observe the player hitting an appropriate number of shots to make an informed decision; timing and pacing of the lesson could be better in terms of not rushing it and being an appropriate length.
‘‘
This provides the scaffolding for what the students are assessed against as they move through the years towards their final PGA exams
• We have introduced online quizzes which are then analysed for how students answer them and how well they do for various topics. • Invested in a state-of-the-art Foresight swing studio with GC Quad, cameras, force plates and simulation/analysis software.
WHAT CAN EMPLOYING PROFESSIONALS DO TO HELP? The developmental journey that Assistant Professionals go on is not solely subject to The PGA provisions and activities. Students CHANGES BROUGHT IN TO HELP spend a lot more of their time at their place STUDENTS of work than they do here at The PGA. In an attempt to help students with these areas Therefore, it could be suggested that much we have made several changes to our approach of their development and learning takes and facilities. These include the following; place through experiential processes and • Focused the residential days for the three activities at work. years on these years with a clear progresWith this in mind there are opportusion from year one to year three. nities for students to complement and • Written new assignments which focus enhance their learning through The PGA on some of these areas. For example, Training Academy with their learning and the year 2 assignment is on how to use experiences at work. Examples of what video analysis in coaching, and the year Employing Professionals could do to help 3 assignment is on how to use the Wiren their Assistant’s development could include model to arrive at decisions for technical the following; changes, making a technical change deci• Invoke conversation with the assistant sion and how to implement that decision. around coaching and the different con• We have an extra session in year 2 for siderations and things to know, as well as students to answer questions on the their assessments. technical aspects and produce coaching • Allow the assistant to watch you coach. player complained decisionsA based on has different scenarios of • Encourage assistants to observe and analstarting the golf ball to the presentedleft to them. of target with quite a lot yse golf swings and ball flights. • Question the assistant to recognise the of curvature to the right causing the ball to finish to level of their current understanding. A player has complained of the right starting the of golfthe ball target. to the They left with that quite athey lot alsoof target believe are CONCLUSION of curvature to thedue rightto the losing distance causing the ball to finish to Hopefully PGA Professionals will benefit high trajectory. Having the right of the target. They observed also believe the that player they are hitting from reading this article in terms of underlosing dueiron to you the have shots distance with a 6 standing what the coach education of the More optimal AoA high Having noticedtrajectory. the following issues observed the player hitting Assistant Professional entails. with with certain principles. shots a 6 iron you have We recognise our role and responsinoticed thea following Assume centred issues strike. with certain principles. bilities at The PGA and take them very Grip Weak left hand and weak right Assume a centred strike. hand seriously, doing our best to use evidence to Grip hand and weak right Ball Position Middle ofWeak their left stance hand Ball Position Middle of their stance shape what we are doing. It is clear that What would you focus Address Position Weight favoured their right foot What would youas focus Address Position Weight favoured their right foot on initially their PGA students need more help in some areas, on initially as their PGA Dynamic Balance Weight stayed over their right foot Dynamic Balance Weight stayed over their right foot professional? in their swing professional? and so I hope that the membership as a in their swing whole can endeavour to help them to the Figure 3: An example of a scenario presented to the students to discuss and make a decision regarding what they would do best of their ability.
‘‘
More optimal AoA
The PGA Professional
| #makinggolfhappen
43
Marketing resolutions for
Image: Harryarts – www.freepik.com
M A R KETING 2 0 2 0 P L A N N I N G
The new year is the perfect time to take stock and look forward, says Antje Derks
almost upon us and we all like to make resolutions that we hope will
make us fitter, better and richer in the year ahead. January is also a really good time to take a long, hard look at your business and the marketing campaigns and strategies you put in place and start to do a deep-dive evaluation of them to see what’s worked and what hasn’t. You should have been evaluating each campaign as it ended, but now’s the time to sit back and look at the whole picture.
As you know, marketing is a fast paced industry and what is hot to trot one year may have fallen out of fashion the next 44
– especially the digital elements and the social media sites that go hand-in-hand with them. You may find that you did pretty well last year and only need to make minor adjustments, equally, though, you may need
‘‘
January is also a really good time to do a deep-dive evaluation of them to see what’s worked and what hasn’t
‘‘
H
ere we go again – a new year is
to go right back to the drawing board. Here are a few tips to get you thinking about what’s important. Search Engine Optimisation – or SEO – remains at the heart of any good and successful marketing campaign that plays out online. Essentially, it’s a series of techniques that will increase traffic from search engines, such as Google, in a robust way. A decent SEO strategy should be the beating heart of your business plan and marketing strategy. It’s not about jamming as many key words onto your web page or social profile as possible – rather, it is about writing great content that interleaves them seamlessly.
December 2019
| www.pga.info
2 0 2 0 P L A N N I N G M A R K ET I N G Image: www.freepik.com
What’s obvious is that there are many ways to market your business and it’s very easy to get side-tracked into the latest fad, which can often end in a splintered, diluted message and ultimately, disaster. What you don’t want is to see your business reach marketing burnout. You need to take stock of where and how you have previously marketed and analyse which channels have worked best and converted the most sales or new clients. Indeed, it might be worth investing a few bob to get an expert to have a look and give you a marketing health check. However, if finances are constrained, you can do it yourself – it will only cost you your time. Knowing where your customers hangout online is always the best starting point when you’re trying to decide which platforms to choose.
STAY FRESH
Take the time to assess your 2019 activity to work out how to plan your strategies for 2020
to reach customers. With the introduction of GDPR, people were predicting its time had finally come, but in many ways, the opposite has happened. Because customers have to double opt in, you are more likely to get an engaged base – especially if they’ve signed up with someone they know and trust. That’s not to say you can’t play around with the style, content and latest trends associated with email marketing – you want to keep things
‘‘
one of the ways to work clever is to go through and repurpose your best content
‘‘
Email marketing is still one of the best ways
fresh and up-to-the-minute. And while we’re on the subject of old
pounds – just sum up who you are, what you offer and why you’re different. It shouldn’t be very long. Your mission statement should be no longer than a couple of lines. Users are very interested in this kind of content and it can be made into different formats for different marketing channels – a short video for Instagram, a longer piece for LinkedIn, a series of graphics for Facebook and Twitter. As golf pros, you’re really very lucky. Your sport lends itself beautifully to visuals – be
that you could freshen up. If it’s a blog post,
it stills or moving image. As you’re bound to
faithfuls, Google+ may be a memory but
you could add a short video highlighting
be aware, video has been a huge trend for the
there are still ways to reach your audience
the key points, make a slideshare summing
last couple of years and looks set to continue
with Google in addition to SEO. A top tip
up the post or create a series of social posts
into 2020. This means using video content
from me is to claim and use your Google
with images almost in a ten top tips format –
wherever possible is a great way to market
My Business page. It’s a canny little thing
releasing one a week. Indeed, going through
your business – and your services as a coach.
– especially when users are looking for you
and listing content to repurpose should be
It’s a brilliant way to show off your prowess.
using their mobile devices – something that
one of your top priorities for 2020. If it’s
Furthermore, a large part of the attraction
the latest statistics show accounts for over
been successful once, you can give it a new
of video is that people can easily consume it
60% of all searches. Further, it’s totally free
slant without tons of effort..
on their smartphones, and this accounts for
and allows you to create a business profile for
more than half of all traffic to a website. From
you and your company that will come up in
MISSION CONTROL
explainer style videos to behind the scenes
the search engines.
Personal branding – something which I will
shots, there are lots of ways to involve video
continue to write about in depth – is one of
in your marketing.
Creating a constant stream of high-quality new content to engage your audience can be
the main things you should be focusing on
hard work but one of the ways to work clever
in 2020. Creating a brand story sounds very
between Christmas and New Year, what better
is to go through and repurpose your best
Mad Men and Coca Cola, but ultimately,
way to fill it than reviewing your marketing
content. For example, you might have written
every company has a story. You don’t need to
strategy and planning to make 2020 your best
a blinding blog post or shot a great video
make it complicated or spend thousands of
year ever?
The PGA Professional
| #makinggolfhappen
Since there’s always a bit of ‘dead’ time
45
P E R SONA L D E V E LO P M E NT I N T E RV I E W
Q&A The working class master Peter Ball’s work with people from disadvantaged backgrounds and disabilities earned him the PGA Master Professional status, but for him it’s all about making a difference.
highlight how playing golf can tackle mental
Who gave you your first lesson?
How has your ‘golf club loan
Jim Bayliss gave me my very first golf lesson
scheme’ helped increase
at Boldmere Golf Club and he was my only
participation in golf in the north?
coach until he retired.
In the estate where I first started working,
health issues by improving self-esteem and self-worth, it reduces stress levels and improves moods. We now have eight players who are on the right path to play in the Special Olympics in 2021.
the household income did not cover food so What is your golfing highlight?
to buy golf clubs was out of the question. In
Difficult one, but possibly watching a
order to enable young people to play and to
young autistic player pick up a gold medal
Peter Ball gives a young female golfer a lesson at the 2019 Open.
in the Special Olympics after spending
fulfil their potential there became a necessity for equipment to enable them to play golf.
13 years getting him on a golf course. To
lucky that I have a job that does not feel like
Over the years this has proved to be successful
see his face light up with total joy was a very
work. Having an office on the open spaces of
and many young people are playing golf
special moment.
a golf course is very special.
because of the scheme. I believe this loan scheme has increased the number of children
What’s the best bit of advice
Where did your passion for helping
playing golf. I can only thank on behalf of the
you’ve received?
and supporting young people with
young people that use equipment and all the
It came from a person who survived Dunkirk.
special or educational needs come
people who have helped make it possible for
He said to me ‘learn how to listen son and
from?
these young people to play. It is only with the
you learn how to learn. Use your eyes to see
I was asked if I could help coach children
generosity of firms like Mizuno and Top Flite
and take in every detail you see. Speak only if
in the local school that were visually
and then Callaway that the loan scheme has
you have something of interest or important
impaired and blind. The children, although
been possible.
to say. Every day is special and to treasure –
in mainstream school, were unable to
never waste it’.
participate in the normal PE lessons so when
What is the best thing about
the headteacher saw me teaching golf, he
working as part of the Open
What role did you play in the early
asked if it was possible for me to give some
Swingzone team?
development of Masters winner
golf lessons and I have never looked back.
Pleasure derived from working at The Open
Danny Willett?
comes from being part of a team that are all
I provided Danny with a facility that was
How does the Sheffield English
experts and being able to listen and learn is
engaging, fun, secure and always open. I
Project support young people in
one of the highlights of my year. The diversity
showed him the way to develop by using
golf?
you see and hear is very special. Every
constant learning with no fear of failure.
The project was set up to support children
coach has his or her own way of imparting
We played for who would make the tea and
who wish to play in the Special Olympics.
information, because there is no one way
nobody would want to lose. Making tea for
The group of young people meet up every
that’s correct. It is having the opportunity to
10-16 players meant you had to boil the
week on a Wednesday morning and we either
watch and listen to these experts at work that
kettle a number of times!
go to the driving range or we meet at a local
makes a perfect week.
pitch and putt. With the use of other golf
46
What’s the best thing about being
coaches, these young people are encouraged
What would you have done if you
a golf coach?
to play at the local municipal courses and
hadn’t been a PGA Professional?
The pleasure of creating opportunities to help
hopefully gain a handicaps with assistance
I would probably have become a cabinet
players fulfil their potential. I am just very
on Mondays. It is extremely important to
maker or a French polisher.
December 2019
| www.pga.info
YO U R B R A N D PER S O N A L DEV ELO PM ENT
Keeping it ‘real’ Antje Derks on how inbound marketing can help build your personal brand
M
MAKE IT SPECIAL But building and maintaining your personal brand isn’t as easy as just sharing your company’s content. You need to brand yourself as an expert in your particular field – maybe you specialise in juniors or have a knack at getting the uncoordinated older woman (like me) to hit the ball in the right direction.The best way to do that is by adopting the inbound The PGA Professional
| #makinggolfhappen
‘‘
Golf is naturally sociable and you need to leverage this at every possible opportunity.
‘‘
arketing is a competitive industry, which is why personal branding is essential for everyone who wants to use marketing to drive their business forward. By building a personal brand, you are establishing your credibility. What I mean by that is that you are building your online presence – you are sharing and commenting on content and by doing so are beginning to be seen as an expert in your field. This, in turn, builds trust, which is vital to you and your business.Generally speaking, people are far more likely to trust you over what they hear from companies. In fact, Nielsen’s 2012 survey found that 92% of consumers trust ‘earned’ media, like word of mouth and personal recommendations from other people, more than other forms of advertising. To put it simply, your word carries more weight than what brands and organisations say, mainly because you’re a real person who prioritises your audience’s interests and needs over anything else. Naturally, the more you engage online and develop your brand, the more people you will meet, both online and in person. Your social connections within your industry are super valuable. Golf is naturally sociable and you need to leverage this at every possible opportunity. Your connections can provide you with insights that are outside your realm of expertise and present you with unique opportunities. It will also help you amplify the content you create yourself.
marketing methodology. You’re solely focusing on educating your followers. You’re not just telling people to trust you; you’re proving that you’re worthy of their trust. When you use inbound techniques for your personal branding, you’re establishing yourself as an expert and setting yourself up to succeed in inbound cultures within the marketing world. Here are some basic inbound marketing practices you need to use for personal branding: Firstly you need to be authentic. Personal branding is not just about gaining attention. You’re using your brand to educate others and connect with communities within the realms of marketing who you can learn from. If you’re just sharing content without reading it or commenting on it, you may come off as fake and like a robot, so take the time to actually read the content you’re sharing and
believe in the content that you are creating. Don’t create content for the sake of it – that’s never going to work. Then you need to be consistent with your messaging. Just as you do with your content marketing strategy that you’ve created, you need to stay consistent with your online presence. Make sure your message is consistent across all your social platforms. In other words – don’t contradict yourself. Failing to deliver a consistent message through all aspects of your personal brand will diminish your credibility and could potentially drive followers away. With a plethora of channels available, you need to make sure that you leverage the ones you choose. However, you do need to diversify your social media strategy and the same must go for your personal brand. So how do you do that? Well, you need to think like a social media marketer – build a personal branding strategy that works with each channel. As you brand yourself, you’ll learn what content does best on each channel. RHYTHM METHOD You also need to establish a rhythm for posting content – it needs to be sustainable and frequent. Doing things only when you remember will result in your audience losing trust, becoming disengaged and ultimately unfollowing you. You need to deliver high value content on a regular basis. Remember – the more you engage, the more you – and your brand – will remain at the forefront of people’s minds.
Rules of engagement ✓ Be authentic with your content ✓ Be consistent with messaging ✓ Establish a pattern of delivery ✓ Stay active on social media platforms
47
A D V E R T O R I A L
59club VENUE SPOTLIGHT
59club taking golf clubs to new heights Set in the picturesque foothills of the eastern Algarve lies Monte Rei Golf Resort, widely recognised as one of the best venues in Europe and currently ranked number one golf resort in Portugal. This success story has largely been formed by a succession of impressive managerial individuals, currently led by a highly ambitious Director of Golf, Darren Griffiths, who took the reins from David Shepherd, current CEO at The Scandinavian Golf Club. At the heart of both venues tactical positioning lies 59club, the leading specialist customer service & sales analysts and training provider, playing a critical role in providing increased opportunities to build revenue as a result of improved sales and service provision.
Jack Nicklaus North – 9th hole
Griffiths started out as a playing professional back in his hometown of Llanelli. He always collected statistics Darren Griffiths, on his golf to help make Director of Golf smart decisions, and this is still true today working in golf management. In 2010 at Carmarthen Golf We have seen Club with ever increasing an increase of financial demands, he was targeted on improving visitor 50% in visitor revenue, so he partnered with 59club. Through the numbers over the mystery shopper service data, he was able to elevate last four years the customer experience to separate the club from the competition. As a result, he was able to triple their visitor revenue in just three years.
‘‘
maintained. We have a minimum of 15 client touch points during the golf visitor journey that have to be delivered at the highest level.”
‘‘
These stats are not uncommon in top resorts – not only can Darren monitor his team’s delivery of these touch points to his high standards, 59club also provides data on how Monte Rei compares to their chosen competitors, the best performing venues and the industry average across all analysis. The realisation is simple – when you’re aiming to be the best at what you do, feedback on performance is imperative.
Darren’s success was widely recognised amongst elite circles during his time at Carmarthen, when he was personally shortlisted for three of the 59club Sales and Service Excellence Awards at the 2014 ceremony, elevating his profile to rival some of the world’s leading golf managers. Thirst for progression and a growing global network elevated by 59club, saw Darren take command at Monte Rei, where service standards and customer experience are imperative to the brand; therefore, 59club’s benchmarking tools are essential when monitoring the team’s performance. Commenting on their longstanding relationship with 59club, Darren said: “We have seen an increase of 50% in visitor numbers over the last four years and standards have to be
48
Jack Nicklaus North – 13th and 14th holes
Griffiths continued: “After 30 years in the golf business I feel there has never been a more important time to listen to your clients, and 59club help us achieve that. Client expectations grow year-on-year and we have to match their expectations at Monte Rei, and wherever possible surpass them.”
Specialising in Golf, Leisure, Spa, F&B and Hotels – your regional 59club representative is waiting to discuss your needs and build a clear strategy for you to advance. Visit www.59club.com for more information.
December 2019
| www.pga.info
YO U R B E N E F I T S PG A M EM B ER S H IP
Exclusive member savings for the festive season There’s no need to search the internet for hours looking for deals, hit the high street or your favourite sites in confidence with great savings from PGA Benefits.
This month’s highlights include Shopping sprees for less • Choose the ultimate tech from Apple* • Get discounts on 250 UK brands online and on the high street with TOTUM PRO* • Save money on Christmas shopping at your favourite retailers with Lifestyle Vouchers*
Entertaining From decking the halls to finding the perfect turkey, Christmas puddings to festive drinks, it all adds up. • Save at the supermarket or at several high street retailers with My Cashback Cards* • Save up to 40% on cinema tickets*
Classic Gifts Whoever you’re buying for, these offers make perfect gifts. • This festive season, Fabyouless are offering one of 500 Free Spa Days plus free 2-month membership (worth £39.99)*
For the person who has everything Still stuck for ideas? Here are some unique and memorable gifts for that special someone. • 10% off National Trust gift cards* • 25% off English Heritage Membership*
Booking your holiday for 2020 From package holidays for all the family to romantic trips to exotic locations, we have got you covered. • For a fun holiday with freedom and flexibility, Affordable Motorhome Rentals offer rentals in over 50 countries worldwide*. • Get a 5% discount* on your tailor-made travel dreams with Travel by Inspire* To take advantage of these and other fantastic deals visit PGA Benefits via www.pga.info/members
PGA Business Relationship Officers (BRO’s) The 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 & professional lives of our Members. A wide variety of support is provided including (but not limited to): • Business Reviews & Health Check • Contracts & HR • Marketing & Retail advice • Negotiating Retainers • The business of coaching support • Developing customer relationships • Identification of targeted training courses and educational opportunities • Building relationships within your golf club and/or facility For more information, contact tina.banner@pga.org.uk or call 01675 470 333.
ARAG 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
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
VAT advice For support with golf-related VAT issues, contact stephen.phillips@pga.org.uk or call 01675 470 333
Card Payment Services by First Data* Preferential rates to PGA Members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.
More Members’ benefits overleaf ! >>
*Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. The Cinema Society – Discounts vary between cinema venues, please check when purchasing vouchers, registration to The Cinema Society required to access discount. Fabyouless – Only one claim per person, new customers only, offer valid from Friday 1-30 November 2019, the Spa Day needs to be taken whilst the customer has an active Fabyouless membership, after the initial free 2-month membership period the Fabyouless membership automatically renews at a special half price rate of £29.99 for a further 12 months, you can cancel any time online. English Heritage – Offers not in conjunction with any other offer, only valid on new memberships. 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.
The PGA Professional
| #makinggolfhappen
49
P G A M EMBERS H IP YO U R B E N E F I T S 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.
IT Services by Silverbug* The helpline is open Mon - Fri 10am - 4pm, Wed 7pm - 9pm *Calls are recorded for training purposes only. Only available in the UK. Confidentiality is maintained between callers and Prostate Cancer UK.
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.
Birdietime Offering members a free, 1-hour marketing consultancy session to identify practical step to increase your tuition revenues. To book your session, email info@birdietime.com or visit birdietimepro.com to learn more about our online booking and payment system.
Smarter Business 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
SkyTrak IN PARTNERSHIP WITH THE
WE’LL HELP YOU EARN MORE FROM YOUR GREEN FEE REVENUE In partnership with The PGA, GoPlayGolf is designed to help you and your golf club benefit from the ever increasing numbers of golfers booking golf on-line.
6 BENEFITS TO YOU, THE GOLF PRO • Increase your green fee revenue • You pay less commission • You control the price • Bringing new golfers to you by providing an additional distribution channel • Works seamlessly with existing tee time booking systems • You don’t need an online booking system to benefit email: info@goplaygolf.co.uk for information
50
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.
Rangefinder by SkyCaddie 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 by Toro Huge savings on cordless 40V PowerPlex handheld tools, perfect for home owner use and a special offer on our new Prostripe Rear Roller Mower for your clubhouse surroundings. For more product information, visit http://toro.com/powerplexuk and http://toro.com/prostripeuk To place an order on these limited offers or learn more, please share your contact details at pgamembers@toro.com
Golfplan from A-Plan Insurance*
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 December 2019
| www.pga.info
YO U R B E N E F I T S PG A M EM B ER S H IP Golf Trolleys by PowaKaddy 15% off trade price for account holders, personal use trolley. Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.
Huxley Golf 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
Virgin Atlantic Flights 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.
Travel Insurance by Staysure*
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
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.
Personalised Luggage by Asbri Golf
Aphrodite Hills Golf & Spa Resort
Club Car
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’.
LG Special offers on selected LG products for PGA members. For the most up-to-date offers, log into member benefits, select the ‘Shopping’ section.
Pink Vehicle Leasing 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.
BMW* Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit bmwpgasales.co.uk, call 0207 514 3599 or email pgasales@bmw-issd.co.uk
XPOS by Crossover Technologies 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 3 months free XMAIL, the integrated customer email service. Contact on 01454 418 395 or via the CHAT button at crossovertec.co.uk
Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email pga@golfbreaks.com
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: erdinc.isbir@kempinski.com
Argentario Golf Resort & Spa 20% off the flexible rate on www.argentariogolfresortspa.it Bespoke packages for members and clients. For availability and prices 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 Luxurious four-star accommodation, rates from £95 including use of the pool and health club. Spa days from £49 p/p. 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, visit the PGA Benefits site today via www.pga.info/members and select ‘My Benefits’. *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 2019. 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.
The PGA Professional
| #makinggolfhappen
51
re c r uitm en t @ p g a . o r g . u k S I T UAT I O N S VACA N T
33
Beech Park Golf Club, an Eddie Hackett parkland design located in Rathcoole, Co. Dublin, is ideally placed to serve a wide range of golfers with a par 72 layout, a swing room and practice facilities. Key Responsibilities Include: • Operate a front of house service including a well-stocked club shop providing custom fit and repair facilities. • Organising the club’s online booking facility and become the main point of contact for all visitors and societies. • Provide members and visitors with a friendly, positive and satisfactory experience. • Develop tuition programs and deliver high quality individual and group coaching to adults and juniors, and to support our club teams in inter Club competitions. • Work closely with the club on strategies covering all aspects of the golf operation including membership, marketing and sales. • Involvement in the development and delivery of a revenue development strategy. • Acting as an ambassador for the club.
Key Attributes Include:
• A minimum 3 years’ experience as an accredited PGA Professional. • The business acumen to manage a profitable retail activity. • A track record as a teacher using the latest technologies. • Self-motivated. • An effective and natural communicator.
To apply please submit a cover letter and current CV to generalmanager@beechpark.ie before 17.00 on December 12th 2019.
The PGA Professional
| #makinggolfhappen
Stoke Park requires a highly motivated PGA Registered Assistant who is enthusiastic, reliable and confident to work as part of a team in our busy golf department. The successful applicant will be responsible for assisting and developing the daily operations of our retail sector and club fitting services together with the provision of Academy lessons all in line with our high levels of customer service, 30 hours+ per week. As the European Headquarters of the Leadbetter Golf Academy the role will also provide the opportunity of progressing your coaching experience through the LGA certification programme with great earning potential. Must be smartly presented, well spoken with a keen interest in pushing their career forward. Personality, correct attitude and passion for golf are essential. Start date: Immediate. Please apply in writing to: HR Department – Stoke Park, Park Road, Stoke Poges, Bucks, SL2 4PG or email stokepark_careers@stokepark.com. 53
SI TUATIO NS VACANT re c r uit m en t @ p g a . o r g . u k
Yorkshire Ladies County Golf Association
PGA PROFESSIONAL GOLF COACHES WANTED The YLCGA are seeking 2 PGA qualified Golf Coaches to become part of the County Pathway coaching team from Spring 2020. There are 2 openings for the South and North of the County. They will provide 8 one-hour sessions of coaching to girls who have no handicap or no lower than 35 and have an age range of 6-14 years of age. The successful candidates will work closely with the Beginners Young Co-ordinator and the County Junior Organiser. A proven record of working with juniors is desirable as is the use of Indoor and Outdoor Practice facilities. A set fee will be paid for the hours of coaching provided. Candidates must be Safe Golf UK registered and have a valid England Golf DBS. Closing Date: 24/12/2019 For a Job Description and application form please contact Carol Clark on 07528453961 or cclark9794@hotmail.com
Bolton Golf Club is recruiting a PGA Head Professional.
Founded in 1891, BGC has an excellent reputation in the region for both the quality of the course and services to members and visitors. The role will include: • Managing a team to deliver exceptional customer service. The team will include an Assistant Professional, fully trained or being trained towards their PGA qualification. • Providing a modern retail offer, fitting and club repair service. • Manage the online booking facility. • Provide members and visitors with a friendly and enjoyable experience. • Run all Club competitions. • Promote the general standards expected in a Club of this standing. • Provide group and individual tuition. • Work with the club on membership, marketing and sales. • Acting as an ambassador for the club. • Using current IT technology (including BRS & Club V1) Key Attributes: • A minimum 3 years’ experience as an accredited PGA Professional in a similar role. • The business acumen to manage a profitable retail activity. • A track record as a teacher using the latest technologies. • Self-motivated. • Effective and natural communicator. Please send a cover letter and CV to Darryl Cawthorne at darryl@boltongolfclub.co.uk or Bolton Golf Club, Chorley New Road, Lostock, Bolton, BL6 4AJ. Closing date: 20 December 2019
Pitch "The next-gen golf facility" Highly qualified Professional A huge opportunity exists for a very ambitious Professional with a proven track record of success to join the senior management team at Pitch. We are looking for a dynamic Professional who can showcase the skills to run and develop our modern Golf academy into one of the best in Europe. Pitch is an 8-bay world class venue in the heart of the city of London with unrivalled technology. An uncapped and non-commissioned lesson rate applies in return for time given to the overall business and assistance with our impending expansion to multiple London locations in the next two years. The role will also be heavily incentivised around membership sales with the potential to head up the high-tech academy element of the business across all sites. This is a unique role with a chance for genuine growth within a young vibrant company. OTE - 70-100K Can all applicants please send a covering letter and CV to Elliotgodfrey@pitchldn.co.uk 07775515021 54
Matthew Davies, Recruitment Manager for The PGA, shares a key tip when applying for jobs. Research the company With access to the internet being at our fingertips in today’s digital age it is now easier than ever to find out details about a potential employer. What key information can you find on their website that you can weave into your application letter? Hitting these key touchpoints can be the determining factor between getting an interview and not. If you are able to relate to the company you are applying to by understanding their needs and key challenges, you will be in a much better position to match your skills and experience to the role. I would also suggest calling the facility to find out more about the role before sending in your application. Not only does this signify your interest but it also registers your name in the mind of the employer and again this can make the difference between being selected for interview or not. I see too many application letters that are generic and not specific to the role that is advertised. To me this suggests it will have been the same application letter that has been used to apply for multiple positions and for an employer that is a massive turn off. Taking that little bit of extra time researching the employer and tailoring your application letter is likely to result in more opportunities to interview.
December 2019
| www.pga.info
re c r uitm en t @ p g a . o r g . u k S I T UAT I O N S VACA N T Royal Cinque Ports Golf Club Training Applicants/Registered or Qualified Assistants Required This is an opportunity to work at a World Class venue. Our busy Club will host major R&A Amateur events in the next two years. The club has a busy playing membership who expect the highest levels of service. The successful applicants will be positive, outgoing and friendly people with a genuine desire to give the best customer service. You will become part of a team that help each other to develop their skills to the highest level. Please apply by email with a covering letter and CV to andrewgolf@hotmail.com
Join Scotland’s largest independent Golf retailer! We are looking for a P.G.A Professional to join us at our Glasgow Hydepark Street store. This full-time position will focus on maintaining and growing a healthy teaching and fitting diary. Job Description: - Organise teaching diary, maintain and increase a large lesson base. - Provide first class custom fitting service. - Maximise sales opportunities. - Provide a high level of customer service. - Salary is negotiable dependant on experience. Bonus opportunities also available. If interested please send your CV with a covering letter to mark@affordablegolf.co.uk
Kingsknowe Golf Club, Edinburgh Club Professional An exciting opportunity has arisen for an ambitious and motivated Club Professional at Kingsknowe Golf Club in Edinburgh. Our new Club Professional will work in partnership with the Golf Club and must have a track record of delivering excellent customer service and successful golf development initiatives. Further details are available from www.kingsknowe/whats-on/news Anyone interested in the position should send their CV, and a proposal that includes your vision, and what value you believe you can bring to the club, to clubmanager@kingsknowe.com Before Friday 13th December. Should you require any further information, please email the same address.
Castlereagh Hills Golf Course Lisburn & Castlereagh City Council is seeking tenders to appoint an experienced PGA Golf Professional to undertake the management of the Golf Coaching Services for LCCC Sports Services department. The role will include golf coaching, organisation of golf programmes and competitions. The contract will be for 2 Years from January 2020 until January 2022 but there will be an option to extend by both parties for another 1 year. The successful applicant will have use of both Castlereagh Hills and Aberdelghy Golf Courses along with several sports service facilities. Please contact for more information: 02890448477/ roy.skillen@lisburncastlereagh.gov.uk Please register on E Tenders NI to apply: https://etendersni.gov.uk/epps/home.do
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 2019 the year you move your career forwards. Email recruitment@pga.org.uk
Frilford Heath Golf Club requires a highly motivated PGA registered assistant who is enthusiastic, reliable and work well in a team environment. The applicant will be responsible for delivering excellence service in Retail and Golf Operations. The role requires coaching to members and visitors to the club with a specific goal of increasing Junior development. Must be smartly presented and have the correct personality and attitude to fit a motivated team. The Role will be for 40 hours per week in the Retail and Golf Operation. The role provides a competitive Salary and competitive coaching commission. Apply to daniel@frilfordheath.co.uk
Herefordshire Golf Club
PGA Qualified Teaching Professional Required Designed by James Braid and the oldest Club in Herefordshire, we are looking for a dynamic and forward thinking Teaching Professional. The successful candidate will have the full and exclusive use of our recently renovated former Pro Shop to turn into an indoor teaching, fitting and practice facility. They will also be able to develop coaching programmes for our successful Junior and Scratch Teams as well as offering excellent tuition to all our members and guests from beginners to experienced golfers. Full terms and financials will be flexible for the right candidate.
Please email CV/ Covering letter to; clubmanager@herefordshiregolfclub.co.uk The PGA Professional
| #makinggolfhappen
55
The Perfect Match
Helping the golf industry do business
Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfers’ Association Limited.
#makinggolfhappen
re c r uitm e n t@ pg a. or g . u k  EM PLOY M EN T O PPO R T U N I T I E S UK AND IRELAND
INTERNATIONAL
Doncaster Town Moor Golf Club
Pun Hlaing Golf Club, Myanmar
Doncaster Town Moor Golf Club requires assistant professional. Situated in the famous Doncaster race course. Email proshopdtmgc@hotmail.com with covering letter to Mark Howard Stirling.
PGA Teaching Professional and Academy Manager Exciting opportunity to grow the game of Golf. Key responsibilities; Teaching Members / visitors, executing junior/adult programs and overseeing the Academy Operations. Voted No. 1 course in Myanmar with 500+ members, 1000 residents within a luxury estate and new 46-bed 4* hotel. Applications: stephenchick@yomaland.com
Keele Golf centre
Teaching Professional required at the newly refurbished Keele Golf centre. Very busy range with huge potential for golf lessons. Must have excellent interpersonal and communication skills and be willing to work as a team. You will need a proven track record in coaching, and potentially custom fitting. To apply: Richardbean27@hotmail.co.uk The University of the Highlands and Islands
The University of the Highlands and Islands have a number of Professional Golf students seeking summer employment opportunities next year, PGA Members interested in developing students should contact Sean Fay PGA Professional at UHI (sean.fay@uhi.ac.uk) for more details.
Gretener Reisen and Golf Week, Italy
Excellent opportunity available for a PGA Assistant or PGA Teaching Professional, for two or four week operations in Italy (Starting April/ May 2020). Please submit your CV to info@gretener-golf.ch www.gretener-golf.ch Golf club Straubing Stadt und Land e.V., Germany
Bristol Golf Centre
Exciting opportunity for a Qualified/near Qualified Teaching Professional. We are opening a new 4-star hotel in May and need a motivated and reliable Professional for teaching and interaction with members and guests. To apply send your CV and covering letter to: info@golfakademie-straubing.de
Full-time or part-time teaching professional required. This is an excellent opportunity at a very busy centre for a PGA Pro that just wants to teach. Facilities includes 24 bay floodlit range, 18-hole adventure golf, Starbucks and AG Superstore. Apply with CV to: info@bristolgolfcentre.com
To place your vacancy/availability here contact Jessica Harrison in Member Services at: recruitment@pga.org.uk or on 01675 470 333.
Supporting the relationship between PGA Professionals and the golf industry The PGA offers a free, bespoke service designed to assist you through the recruitment process to ensure you get the right PGA Professional for your facility. The PGA has helped more than 150 golf clubs with their recruitment needs in the past two years by: Identifying roles and responsibilities Assisting with writing the initial advertisement Advice on interviewing Guidance around remuneration Developing service level agreements / contracts Mediation and ongoing support For more information contact Jessica Harrison on 01675 470 333 or at: recruitment@pga.org.uk
The PGA Professional
| #makinggolfhappen
57
COLUM N F I N A L T H O U G H T
Moving with the times Keith Pelley, chief executive of the European Tour, discusses the steps that the tour is taking to speed up the professional game and stresses the need for these measures to trickle down to golfers at all levels
I
f you were asked which issue is discussed most often at your golf when our 2020 season gets underway, focuses on regulation, club, chances are that slow play would be the answer; it certainly education, innovation and field sizes reduction where appropriate. has been the most recurrent topic in my time as chief executive This concrete strategy is more targeted towards slow players and is of the European Tour. also more penal, including an immediate one-shot penalty for two The elite professional game is, of course, the most visible element bad times in a round and increased fines for players consistently of this, and while it is important to remember that our members are placed ‘on the clock’. playing for their livelihoods, we are also conscious that any changes In addition to the regulation changes, all players will now be we make can affect change across the entire golfing pyramid. As required to pass an interactive rules test as part of their conditions golfers, we all have a responsibility to speed up our game, whether of membership, while new members will be allocated a dedicated you are playing in a European Tour event or in a club competition. referee to educate them on pace of play policies at the start of their When I joined the European Tour, I was determined to put European Tour careers. slow play on the agenda. It was important, as an entertainment Technology will also be embraced along the lines of the ‘Pace of organisation, to help us continue to improve our product, while Play’ timing system for our referees we trialled during September’s at the same time hopefully attracting BMW PGA Championship at more people to our sport. As a result, Wentworth. We will continue to for the past four years, we have been review and refine this strategy as the Golfers aren’t taught to at the forefront of the assault on season develops, but I am confident slow play by implementing the most it will have a meaningful impact on play the game slowly; it’s a aggressive monitoring policy in golf. combating slow play and slow players. practice they acquire, and one One thing we have learned from Now, for our 2020 season, we have we have to try to reverse. further underlined our commitment studying this issue, and which is in this area by introducing a applicable to all levels, is that playing progressive four-point plan which slowly is habitual. Golfers aren’t seeks to take an even tougher line. It is important to note here that taught to play the game slowly; it’s a practice they acquire, and one our players were the ones who gave us the mandate to do this – we we have to try to reverse. The Shot Clock hole during our recent were not simply reacting to media comment on the issue in relation GolfSixes event in Portugal showed that playing quickly can benefit to several US-based players. It was discussed earlier this year at our performance – i.e. players were ready and already thinking about Tournament Committee meetings, where it was decreed that we their shots before they got to the ball and, as a result, they didn’t should come back to the players with a firm proposal on how to have chance to second guess themselves or overload themselves tackle the issue head on. with information. Indeed, ‘Ready Golf’ – the concept introduced We did just that, while also identifying the key fundamental by our colleagues at the R&A, which centres around the idea that difference between slow play and slow players. While we would players should play when they are ready to do so and if safe to do so, all like to reduce overall round times, it was recognised that this rather than strictly adhering to the ‘farthest from the hole plays first’ can be impacted by several factors such as weather conditions and principle, is a good example of a small, but important change that course set up, while for our full-field events of 156 players, the sheer can be made at club level. number of players on the course at the same time will always limit For although the adoption of our four-point plan demonstrates the pace of play. the European Tour’s determination to combat slow play as part of Slow players, on the other hand, have become increasingly our commitment to driving golf further, it is also incumbent on prevalent and problematic in our game in recent years, to the extent each and every one of us involved in golf to get our game moving. that we risk fans, both core and casual, switching off if we don’t do something about it. Keith Pelley Our four-point plan, which will come into effect this month, Chief Executive, The European Tour
‘‘
‘‘
58
December 2019
| www.pga.info
OUR NEW NEW GOLFER GOLFER OUR REGISTRATION SCHEME SCHEME REGISTRATION MAKES DATA DATA MAKES COLLECTION EASY EASY COLLECTION
No sign up costs for your club No sign up costs for your club
Mr. A Golfer Mr. 1000 A Golfer OGN 0074 OGN 1000 0074
Full launch pack to get you started Full launch pack to get you started Earn commission on sign ups Earn commission on sign ups Improve your marketing capabilities Improve your marketing capabilities Help golfers stay insured on the course Help golfers stay insured on the course The Golfer Card is a new app which golfers can download FREE of charge and The Golfer Card is a new app which golfers can download FREE of charge and when the golfer is on site, they scan the QR code and they are ready to play. when the golfer is on site, they scan the QR code and they are ready to play. Backed by The PGA, the new Golfer Card app is an opportunity to build a Backed by The PGA, the new Golfer Card app is an opportunity to build a national database for the benefit of all the participating parties, and put you, national database for the benefit of all the participating parties, and put you, the PGA Professional at the heart of it. the PGA Professional at the heart of it. Sign up now at http://business.thegolfercard.co.uk Sign up now at http://business.thegolfercard.co.uk
® PGA is a registered trademark of The Professional Golfers’ Association Limited ® PGA is a registered trademark of The Professional Golfers’ Association Limited
A GOLDEN OPPORTUNITY FOR YOU TO EARN MORE FROM YOUR GREEN FEE REVENUE Showcase your golf club to over 3 million GB&I golfers, instantly increasing opportunities for promotion and tee-time bookings. In partnership with The PGA, GoPlayGolf is designed to help your golf
FROM ONLY
12% COMMISSION THE LOWEST IN THE MARKET
INCREASE YOUR
club benefit from the ever increasing number of golfers booking their golf online.
• Increase your green fee revenue. • You pay less commission. • You control the price.
• Bringing new golfers to you by providing an additional distribution channel. • Works seamlessly with existing tee time booking systems. • You don’t need an online booking system to benefit.
For more information email info@goplaygolf.co.uk today!
IN PARTNERSHIP WITH
GREEN FEE REVENUE