The
Professional T H E
O F F I C I A L
P G A
M E M B E R
A G A Z I N E
Volume 15 Issue 8 September 2019
Keeping it simple: Lessons from PGA Master Professional Jonathan Yarwood
MOVING WITH THE TIMES PGA unveils dynamic changes for modern membership
UP FOR THE CUP!
Full preview of the 2019 PGA Cup
TAKING STOCK Jan-July sales report
CLUB MANAGEMENT How to form a successful marketing committee
COACHING
Mastering the art of self-reflection
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
SEPTEMBER 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
16 20
Contributors: Phil Barnard, David Colclough, Antje Derks, Ben Foster and Angela Youngman
48
Photography: Getty Images, Kevin McCarney 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
38
25 FEATURE
28 TRADE Q&A John Clark, Managing Director of Ping Europe
4 2020 VISION The PGA unveils plan to modernise membership
32 GET A GRIP Increase your profits with premium grips
INSIDE THE PGA 7 PGA NEWS A round up of what’s happening across The PGA and its regions
40 RETAIL Merchandising tips, plus the latest sales reports TRAVEL 43 DESTINATION GUIDE Top tips for Tenerife trips
16 PGA CUP PREVIEW Meet the teams and the venue for the 2019 PGA Cup in Texas
44 DESTINATION GUIDE Your visitors’ guide to Vilamoura
INTERNATIONAL
45 TRAVEL BUSINESS Meet the Pro Travel Team at Golfbreaks
20 WORKING ABROAD Focus on Spain
The
Professional T H E
O F F I C I A L
P G A
M E M B E R S
Keeping it simple: Lessons from PGA Master Professional Jonathan Yarwood
Front cover: Kevin McCarney
24 MEMBER Q&A PGA Fellow Rhys Beacher, Director of Golf at Education City, Qatar
A G A Z I N E
Volume 15 Issue 8 September 2019
TRADE 25 TRADE NEWS All the latest product launches and retail news
MOVING WITH THE TIMES PGA unveils dynamic changes for modern membership
UP FOR THE CUP!
Full preview of the 2019 PGA Cup
TAKING STOCK Jan-July sales report
CLUB MANAGEMENT How to form a successful marketing committee
COACHING
Mastering the art of self-reflection
001_OFC_PGA Sep 19_Cover FINAL NB.indd 1
GOLF CLUB MANAGEMENT 56 SETTING UP A MARKETING COMMITTEE MEMBERSHIP 59 YOUR BENEFITS A selection of special deals and offers brought to you by The PGA RECRUITMENT
47 OFFERS International Pro-Am at Aphrodite Hills, Cyprus COACHING 48 THEORY Improve your coaching with self-reflection 51 COACHING BUSINESS PGA Advanced Fellow Professional Shane O’Grady in profile
63 SITUATIONS VACANT The latest job opportunities in the UK, Ireland and overseas FINAL THOUGHT 66 ANDY MARTIN, MANAGING DIRECTOR, FOREMOST Why PGA Pros should never stop the journey to self-improvement
27/08/2019 11:17
Front cover: Master Professional Jonathan Yarwood, p55
The PGA Professional
53 MANAGE YOUR BRAND How to the avoid the common pitfalls in brand management
36 APPAREL Waterproofs in focus
15 EDUCATION UPDATE Key findings from the review of the PGA Education Programme
PERSONAL DEVELOPMENT 55 MASTER PRO Q&A Jonathan Yarwood on wanting to inspire others
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3
F E ATURE T H E P G A
The PGA 2020: Embarking on an era of change An internal review over the past 12 months, culminating in a 3-month strategy consultation, has seen the PGA Board back several changes around membership, education and digital investment which will begin rolling out in the autumn. Here Chairman Alan White and Chief Executive Robert Maxfield outline the first of those changes.
A
s the golf industry continues to present new challenges, The PGA has been reviewing its operations and the Member’s future support needs. Following an intensive 12-week review and strategy consultation with the sports consultancy arm of KPMG, the Association is now embarking on one of the biggest periods of change in its history. At its heart is the desire to better influence the golf industry. This includes positively impacting those that employ PGA Professionals as well as the consumers that they serve. Therefore, The PGA will raise its profile, reach and ultimately influence all areas of the industry. This modernised Association will be better placed to serve its Members in the 21st century. The PGA Leadership team – Board and Executive – together with KPMG have developed a clear Business plan to allow continued investment in services for current Members and to further invest in creating a skilled and relevant workforce for the future. There are 3 immediate areas of change, due to begin rolling out this autumn: • To allow Members to use the PGA brand following Membership renewal – reflecting both Members needs and the requirement for greater brand exposure;
‘‘
“These are significant first steps. They underpin our focus on continuing to influence the industry and its workforce, delivering better services and support for existing Members
‘‘
Alan White Chairman 4
• Allowing members to specialise in areas e.g. coaching and management – something they have fed back as a key requirement; • Broadening of the membership categories to create a business management division – to reflect, develop and support the professional workforce within the industry. Alan White, Chairman of the Association, said: “These are significant first steps. They underpin our focus on continuing to influence the industry and its workforce, delivering better services and support for existing Members and recognising that as the industry has changed, so have Members’ needs. “It is evident from surveys, talking to Members, and the consultation throughout the KPMG review that the role of the PGA Professional now has many facets. The Association must keep pace with that, and we have some catching up to do. Members are no longer just ‘traditional’ club professionals. They have branched into many other sectors of the market, especially business management and we now need to fully recognise that as we move forwards “Change is never easy, but for existing Members it will mean increased services, a real focus on specialisation and career progression and a focus on promoting the value of our Members to the golf business. The PGA will be regarded as integral to creating an increasingly relevant and skilled workforce not only in the area of Club Professionals but in facility management roles, and the wider golf industry. “We have all the structures in place. Membership services, communications, a world recognised training and education department and now is the time for us to leverage that skill and resource to become firstly more relevant to existing Members, and then welcome, support and develop new members from all sectors of the golf industry.” Broadening the Membership will first see a recategorisation of Members into 3 key areas – PGA Professional, PGA Coach and PGA Business Management. The latter recognises an estimated 28% of Members working outside the traditional Club Professional role and their desire to remain members of the Association whilst better ‘identifying’ themselves as business professionals. Changes and enhanced services will be rolled out over a period of 18 months to better support these professionals working outside of traditional roles. Once the new services have been developed for the existing September 2019
| www.pga.info
T H E P G A F EAT U R E
‘‘
AMATEUR STATUS
The reasons for change are undeniable if we are to stay relevant both as an Association and for our Members to remain relevant to the industry.
Once having clearly defined the categories PGA Professional, PGA Coach and PGA Business Management, then there will be an invitation to past Members of the Association to re-join on the basis the organisation is now more relevant to their needs. Significantly, there will no longer be the requirement to relinquish amateur status. Those already in Membership and seeking to regain their amateur status on the basis they can satisfy the amateur status criteria will be able to apply through the R&A’s current process whilst remaining in PGA Membership.
‘‘
Robert Maxfield Chief Executive
membership, including business management and those that wish USING THE BRAND to specialise in areas such as coaching and retailing, then PGA Membership will be opened to people within the industry within the The use of the PGA brand by Members new categories. has long been a topic of discussion and in The same high standards of admission currently applied to entry of announcing the changes to membership the Board has taken the decision to widen the use The PGA will be applied to all new members with educational qualifiDivisionDivision PGA PROFESSIONAL PGA PROFESSIONAL DIVISION COACH PGA DIVISION COACH DIVISION of the DIVISION corporate brand toPGA all members. cations and continued personal development making up a significant Robert Maxfield, Chief Executive, said: part of the criteria. “We recognise that the PGA brand is one of Category Category PGA Coach PGA Coach There will be more consultation in this important areaPGA overProfessional thePGA Professional the most valuable in golf and have fiercely #makinggolfhappen coming months including the roll out of a qualitative survey including protected it down the years. As we outlined at Amateur/ Amateur/ regionalAll meetings two years ago, we believe it employers and owners to fully understand the needs and skill requireProfessional Professional Professionals All Professionals is one of the Association’s greatest strengths Golfers ments ofGolfers any future PGA Member working in the industry. BUSINESS MANAGEMENT L DIVISION PGA COACH DIVISION Division PGA PROFESSIONAL DIVISION P and DIVISION therefore should be available to be used Robert Maxfield, Chief Executive, said: “This review has enabled us by all its Members.” Those that Those have that completed have completed PGA PGA To have completed To have completed the PGA theof PGA Entry Criteria Entry Criteria to focus on a clear strategy and direction for thefoundation Association moving degree coach qualification. coach qualification. foundation degree or AGMS or AGMS All Members will be entitled to use the ional PGA Coach PGA Business Management PGA Professional forwards. The reasons for change are undeniable(including if weCategory are to stay rele(including the PGA the elements). PGA elements). PGA brand but only with the applicable Or Members current Or PGA current members PGA members that that vant both as an Association and for our Members to remain relevant designation. Only PGA who Amateur/ choose to choose use the to brand. use the brand. Current PGA Current Professionals PGA Professionals –No may – may Restriction have come through the traditional routesAll Professionals the industry. AlltoProfessionals Professional choose to choose remain toinremain this category in this category Either Amateur or Professional of qualifying Golfers or chose or any chose of the any others of the as others as now and in the future will “We have received the unanimous backing of the Board and Execbe entitled to use the designation PGA their specialism. their specialism. utive Committee around these changes and whilst we recognise that it Professional. There will be guidelines Those in roles withinTothe industry Those that have completed PGAEntry Criteria he PGA Those have completed the PGA on the is never easy tocoach introduce such change, we believe The PGA in 2020(grandfather AGMS qualification. AGMS coach foundation degree facility or AGMSsignage use ofaccess), the logo on clothing, latterly those that ements). needs toFee representFee a very different face to that of The PGA of the lastgraduates (including the PGA andorthese will be released in elements). the autumn £420 £420 have completed the PGA Or current PGA members that Or cu following Membership renewal. 20 years. We are committed to rolling out these ambitious plans and management qualification. choose to use the brand. onals – may choos Current PGA Professionals – may the best Useare ofinBrand Use of interests Brand of the wider membership and the his category believe they choose to remain in this category Or current PGA members thers as or chose any of the others as Association.”
PROFESSIONAL
BR
BRAND USAGE
LE P M A PROFESSIONAL SPROFESSIONAL
working in management their that specialism. choose to use the brand.
LE P M SACOACH COACH
LOOKING AHEAD With£420 such significant changes it is inevitable there will be some £420 £420 Fee challenges to overcome, but the Senior Team and their staff will be On Clothing On Clothing (no (no following a robustrequirement implementation plan. Use of Brand Yes Yes Yes Yes requirement for for name) name) Alan White, Chairman, concluded: “Looking back over our 118year history we have never shied from taking tough decisions and this Yes – ButYes the– brand But the must brand be must be Yes – ButYes theFELLOW – brand But the must brand be must be On Facility On Facility COACH BUSINESS is no different. Communication will be at the heart of what is a signiflinked tolinked the individual’s to the individual’s name name linked to linked the individual’s to the individual’s name name signage signage PROFESSIONAL MANAGEMENT icant step change for the Association. But communication is two way. Business cards/ cards/ Important: The new Branding will be released with full guidelines in We hopeBusiness that Members view the changes positively and look forward Yes(no Yes November. Members must continue to use the CrestYes until then.Yes On Clothing Letterheads/ Letterheads/ to your support inSignature theblocks months and indeed years to come.” Yes Yes Yes requirement for Signature blocks
LE
P SAM
name) Corporate Corporate logo logo No must be The PGA Professional Yes –#makinggolfhappen But the brand must be On Facility al’s name linked to the individual’s name signage
|
No
LE
P SAM
No No Yes – But the brand must be linked to the individual’s name
No
5 Yes –
linked
The perfect match
Helping the golf industry do business
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#makinggolfhappen
N E W S PGA
Toro becomes PGA Partner THE TORO Company has further
experts at the continuing profes-
strengthened its relationship with
sional development (CPD) and
The PGA after agreeing to become
degree level.
a PGA Partner in a milestone year
Andy Brown, senior sales
for the American company.
manager at The Toro Company,
Toro first entered the golf equip-
commented: “Becoming a PGA
ment business 100 years ago with
Partner is the perfect way to cel-
a mower designed to maintain
ebrate our landmark 100 years
the fairways at The Minikahda
in the golf industry. The PGA
Club in Minneapolis, Minnesota.
is at the heart of golf, and we
Today, the US-based company has
share the same values of integ-
cemented itself as one of the world’s
rity and commitment. As a PGA
leading brands of turf and land-
Partner, we are proud to support
scape maintenance equipment. Toro
now
has
professional
distributors, dealers and retail-
The PGA in all of its work to From left: Robert Maxfield (chief executive of The PGA), Liam Greasley (PGA Executive Director – Commercial) and Andy Brown, senior sales manager at The Toro Company
advance the game and the success of the industry overall.”
ers in more than 125 countries, and offers
establish relationships with other PGA Partners
Robert Maxfield, chief executive of The
a wide range of products for the golf course
and PGA-branded properties to provide solu-
PGA, added: “Many PGA Members work
market. The company’s products are cur-
tions that help golf courses maintain healthy
closely with greenkeeping staff on a day-to-day
rently being used around the world at nota-
turf and outstanding conditions for players.
basis and through Toro, they have a unique
ble facilities such as Carnoustie Golf Links,
The partnership will also allow Toro to sup-
opportunity to expand their knowledge base.
St Andrews Links, Torrey Pines Golf Course and
port The PGA National Training Academy
We look forward to continuing our relation-
Pinehurst Resort.
with its educational objectives, providing
ship with one of the most trusted brands in turf
educational material from key industry
landscape and maintenance.”
As part of the agreement, Toro will look to
The PGA installs state-of-the-art Foresight Sports simulator THE PGA has reinforced its status as a leader
The newly upgraded facility will be in full
PGA Assistants in-training, and qualified
in golf education and coaching after trans-
use for the start of the new PGA academic year
PGA Professionals, a learning experience of
forming its teaching space with the instal-
in October.
the highest standard.”
lation of a state-of-the-art golf simulator at
David Colclough, Head of Coaching and
The installation of the simulator coincides
its National Training Academy based at The
Sports Science at The PGA, commented: “The
with the announcement that Foresight Sports
Belfry.
new golf studio here at the PGA National
Europe are now an official Supporter of PGA
Designed and installed by Foresight Sports
Training Academy is the epitome of ‘Excellence’.
Education. This will see Foresight Sports tech-
Europe, the simulator will be used to enhance
“The opportunities this state-of-the-art
nology become an integral part of the PGA
education for Members across The PGA
studio provides will enable us to offer our
Education Programme.
Training and CPD Programmes. The bespoke simulator is powered by the GCQuad, the world’s first quadrascopic launch monitor, and Foresight’s FSX 2018 software, to provide real-time ball and club data. Coupled with a Swing Catalyst pressure plate and camera system, the technology will be used to deliver unrivalled education on coaching, fitting and golf technology to thousands of existing and trainee golf professionals each year.
The PGA Professional
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The new Foresight Sports simulator being tested during a recent Training Academy Open Day
7
P G A N E W S
The PGA enters exciting partnership with LG LG ELECTRONICS, the global consumer electronics manufacturers, has taken its first steps into the golf industry after signing a three-year deal to become a PGA Partner. The partnership will bring together a global leader and technology innovator in consumer electronics with the oldest Professional Golfers’ Association in the world.
Partnering with LG will bring exclusive offers to PGA Members
LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs.
As part of the deal, The PGA will promote exclusive LG offers on a wide-range of elec-
The South Korean company has unveiled
tronic goods to its Members.
many new products, applied new technologies
Liam Greasley, Executive Director –
in the form of mobile devices and digital TVs
Commerical, commented: “The PGA aligns
in the 21st century and continues to reinforce
itself with some of the biggest brands in golf
its status as a global company.
and we’re now branching out to partner with
LG’s philosophy revolves around people, sincerity, and sticking to the fundamen-
one of the biggest consumer electronics manufacturers in the world.
tals. They offer optimum solutions and new
“We’re confident this is the beginning of a
experiences through ceaseless innovation, thus
long-lasting relationship with one of the most
helping customers lead better lives.
progressive electronic companies in the world.”
Mankert’s venture hailed by The R&A THE INITIATIVES
of
Leicester-based
The new course complements the 16-bay
PGA Advanced Fellow Professional Anders
Top Tracer range Mankert opened last year
Mankert to get people into golf have been
and is part of the golfing facility known as the
described as ‘brilliant’ by a figure at the game’s
Leicester Golf Centre.
top level, R&A chairman Ian Pattinson. Mankert has revived the golf course in Oadby, Leicester, that had lain dormant and
8
Rules are kept to a minimum – there is no dress code to deter people from taking up the game and the facility is open to everyone.
neglected for seven years and, inspired by a
Mankert said: “I was surprised and thrilled
a video about the project, Pattinson sent his
to receive a handwritten note from the
congratulations via a hand-written letter.
chairman of the game’s governing body, the
He wrote: ‘I just had to sit down and send
R&A, especially so soon after we opened the
you this note. I think it is absolutely brilliant
course. “It shows how positive the R&A is in
and I think what you are doing is just great.
taking golf forward in a modern way.
Very many congratulations and keep up the
“Closer to home, an accolade like this is
great work you are doing to get new people
extremely encouraging and makes me and
into our game. Leicester is not very close to
all my staff more determined than ever to
me, but should I get within 50 miles of it, I
maintain and develop our initiatives to get
will make a detour and come for a few holes.
more and more people getting involved in the
With my best regards.’
game and enjoying it.”
The R&A to present in Thailand FRESH OFF another successful staging of The Open Championship at Royal Portrush, The PGA can confirm that Dominic Wall, Director – Asia Pacific for The R&A, will be a guest speaker at the 2019 PGA International Conference. Wall has over 33 years’ experience at national and international level sports management which includes 16 years in a number of roles for the Australian Golf Union (AGU) and Golf Australia (GA). He was appointed to the role of Director Asia-Pacific for The R&A in January 2009 and relocated to Hong Kong before moving to Singapore in late 2016. As a well-respected referee, Wall also worked at the 2016 Rio Olympics and was a Technical Delegate for the 2014 Youth Olympic Games. The focus of Wall’s presentation at the conference, which is being held at the Laguna Phuket resort from November 10-13, will be on the new World Handicapping System, due to be implemented in 2020 and an overview of the R&A activity in the region. Matthew Davies, Regional Manager (International) for The PGA, said: “PGA Members will be at the forefront of the proposed new World Handicap System within the golf facilities that they operate so the more education and guidance we can help provide around the proposed changes the better. “Dominic has immense experience of the Asian golf market so I’m sure it will be enlightening to understand the work and initiatives which the R&A are working on currently.” To register for this year’s conference, please visit www.pgaconference.com
September 2019
| www.pga.info
Sion Bebb - PGA Professional Morlais Castle Golf Club
my support Team Graphic Designer Business Development Consultant Central Invoicing Executive Buying Terms Manager EMP Marketing Editor
Foremost Golf For more information contact our National Business Development Manager, David Murch +44 (0) 7712 842 720 • david.murch@foremostgolf.com
P G A N E W S
On the move The latest PGA Member appointments across the UK, Ireland and overseas
Director of golf role for Davies PGA Advanced Professional Alex Davies, 34, has joined Belton Woods in Lincolnshire as its new director of golf. Davies has previously worked at Ryder Cup venues The Belfry and Celtic Manor Resort. “This was an opportunity I was keen to pursue and am delighted to have secured the position,” said Alex. “I’m already engaging positively with the members and have been quick to realise the potential of the golf club as well as that of a stay-and-play venue. It’s an exciting time to be director of golf at Belton Woods.”
Shaw moves on to pastures new Gareth Shaw will draw on his experience of delivering golf club development and marketing initiatives at England Golf after joining marketing specialists Medi8 Ltd as their Digital Business Development Executive. Gareth will support Medi8’s growing portfolio of digital marketing and social media clients as well as driving the company’s expansion plans for this increasingly important market segment. He said: “I am delighted to be able to pursue my passion for golf development whilst learning from the best team in the business.”
Jolly good ‘Fellows’ A FORMER UK Club Manager of the Year
train many young, budding Assistants to go
and a club professional with more than 30
on to greater things and in 2002 he won the
years’ experience are the latest Members to be
Golf Foundation’s Critchley Award, which
awarded the PGA Advanced Fellow status.
is presented to a project that make golf more
The first recipient is award-winning
available to young people.
Andrew Minty, the director of golf at Swan-
“I am very pleased to have achieved this
sea’s Langland Bay. He also works on the
accolade,” added Webb, who hopes to use his
board for Wales Golf and lectures regularly on
new status to help promote the importance of
marketing and golf club management.
the PGA Professional to a golf facility.
“I am extremely proud and honoured,” said
“I believe with my knowledge and my expe-
Minty. “I have always been a very proud PGA
rience dealing with over 200 Assistants each
Member and I certainly wouldn’t be where I
year since 1996, my understanding of golf
am today if it wasn’t for The PGA.
clubs on a ground level is key to helping condi-
“I have assisted 14 golf clubs and mangers
tions to improve for PGA Professionals.”
with issues and problems that they have expe-
The following Members have been awarded
rienced in golf club management. Helping these
the status of PGA Fellow Professional: Kat
clubs has been fantastic and very rewarding. It
Chaszczewski (Hurtmore), Philip Henderson
has resulted in some great work coming out
(Al Zorah), Christopher Jenkins (Crowlands
of those clubs with improvements in a large
Heath) Andrew Knott (Singha Elite Golf),
number of revenue streams.”
David Meaney (Topgolf Watford), Paul
Marcus Webb has been a PGA Member for 37 years. During that time he has helped
Wilson (Laguna Golf Group), Malcolm Young (Jack Nicklaus Academy).
Lawrie off the mark in senior ranks EVER SINCE he started out as a PGA Assistant at Banchory Golf
Paul Lawrie, winner of the Scottish Senior Open
Club, Paul Lawrie has been a proven winner and he’s wasted no time showing that in his new career in the senior ranks. In just his sixth start in the over50s game, the Aberdonian landed a sweet success by making a winning debut in the Scottish Senior Open at Craigielaw.
End of an era for Warne After more than two decades at Grove Golf Club, Leon Warne has accepted a new challenge to become the head professional at Pontypool Golf Club. Warne, 44, had been based at the Grove since August 1997. If you would like to feature in this column, or would like to highlight a new appointment, send details to membership@pga.org.uk.
10
“It’s always nice to win in your own country,” said Lawrie after being the only player in a 54-strong field to finish under par after three windswept days on the East Lothian coast. “That’s four tour titles now,” he added of a triumph that added to his wins the 1999 Open Championship, 2001 Dunhill Links Championship and 2012 Johnnie Walker Championship. “It doesn’t matter what tour you’re playing on, winning is not easy.” This victory came just 12 months after Lawrie was sidelined after shutting down his 2018 campaign early due to foot and back issues. He eventually had surgery on his foot and only started played again at the start of this year.
September 2019
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N E W S PGA
You can now pay your PGA membership on monthly direct debit It will soon be time to renew your PGA Membership and you can now pay your subscriptions by monthly Direct Debit*. If you would like to take advantage of this new payment method the full details will be included in your renewal notice, which you can expect to receive early September. Your PGA Membership continues to provide: Access to PGA Benefits - your online platform for accessing a suite of benefits Free personal public liability insurance provided for Members within the EU A bespoke employment and business support service through the Business Relationship Officer programme, as well as free legal advice provided by ARAG plc Complimentary access to prestigious golf events – including The BMW PGA Championship and The Open * Only available to UK and Ireland Members
Gordon Brand Jnr TRIBUTES HAVE been paid to Gordon Brand Jnr, a Ryder Cup and European Tour winner who had a long association with the PGA South West region, following his sudden death at the age of 60. The Bristol-based Scot, who was attached to The Players Club for 17 years and won the region’s Order of Merit in 2006, died on the eve of the Staysure PGA Seniors Championship at the London Golf Club last month. Justin Rose, Sam Torrance, Thomas Bjorn, Sandy Lyle and Sir Nick Faldo were among the host of stars, past and present, who paid tribute. Faldo was a rival on the European Tour and a team-mate when Brand made his two appearances in the Ryder Cup – at Muirfield Village in 1987 when Europe won on American soil for the first time, and two years later at The Belfry, where the trophy was retained. “I played lots of tournament golf all across Europe with Gordon back in the day and his record shows what a good player he was,” said Sir Nick. “However, we unanimously all agree it was his character Gordon Brand Jnr (1958-2019) that was his 15th club.”
The PGA Professional
| #makinggolfhappen
In other transfer news… • In the North region, James Drinkall, 40, has moved to the Country Golf Driving Range in Yorkshire as their new teaching professional, while 27-year-old Rob Calderbank takes up a similar role at Concord Park Golf Club. • After seven years at County Cavan Golf Club, Bill Noble has opted for a move to Dublin to become a club professional at St. Anne’s Golf Club. Also in Ireland, Shane O’Sullivan is now a sales rep for Callaway Golf Europe. • Carl Rutherford has made the step up from general manager at Bearwood Lakes Golf Club, where he was based for more than 14 years, to become managing director at The Point at Polzeath Golf Club. Also in the West region, Matthew Shapcott is now a teaching professional at Stockwood Cale Golf Club. • In the Midlands region, Paul Taylor ends 12 years as a club professional at Warwickshire Golf Club. The 52-yearold joins nearby Kenilworth Golf Club as a secretary. Elsewhere, Daniel Delaney, 41, joins Derby Golf Centre as a club professional. • Chris Russell, 36, has continued his climb up the career ladder after becoming the new golf operations manager at Coombe Hill Golf Club. Also in the South region, 42-year-old Rory Keefe takes up his first general manager role at Addington Court Golf Centre, while Lee Elston leaves St Clements Golf Club after almost 15 years. The 52 year old is now a teaching professional at Longueville Golf Range. Gary Gilligan also starts a new chapter as head professional at Sweetwood Park Golf Club. • In Scotland, 58-year-old Kevin Stables leaves Foremost Golf after five years to become Maverston Golf Course’s new club manager, while Paul Robinson begins a new venture in Dubai as a club professional at Prosports International, ending more than eight years at Largs Golf Club.
11
P G A N E W S
Are you a UK Coaching Award winner? NOMINATIONS ARE open for the 22nd
from diverse communities to overcome life
annual UK Coaching Awards, which continue
challenges.
to showcase the diversity of coaching across the country.
The Awards for Coaches are given to individual coaches who have excelled and shown
• The Coaching Chain, which recognises contributions made by individual coaches throughout an elite athlete’s life in helping achieve their potential.
Hosted by UK Coaching, the awards will
outstanding commitment in a certain area, or
be held in London on December 5, 2019 and
to an individual and/or group over the last 12
The Awards in Support of Coaches recognise
will showcase the diverse work of coaches
months.
those who recruit, develop, educate, qualify,
from all walks of life helping people improve
• Children and Young People’s Coach of the
and/or deploy coaches effectively in the UK.
their well-being and activity levels. There are 12 award categories, eight for
Year.
• Coach Developer of the Year.
• Community Coach of the Year.
• Transforming Coaching.
coaches, three in support of coaches and the
• Changing Lives Award.
• Coaching for an Active Life Award.
Great Coaching Moment of the Year. New
• Talent Development Coach of the Year .
for 2019 is the Changing Lives Award, which
• High Performance Coach of the Year.
Nominations wclose on September 18. To put
will be awarded to a coach who is leading the
• Young Coach of the Year.
your name forward for an award, visit www.
way to empower, inspire and connect people
• Lifetime Achievement Award.
ukcoaching.org/coachingawards
Thinking outside the box
Networking in Marrakech THE PGA will be hosting nine of its PGA
The theme for this year’s IGTM will be
EXPERIENCED PGA Professional Phil
National Properties at the annual International
‘Grow Golf Together’ to highlight how inter-
Taylor is reaping the rewards of his latest ven-
Golf Travel Market (IGTM) event to be held in
national golf travel suppliers can widen their
ture having risen to the challenge of attracting a
Marrakech from October 14-17.
appeal to a more diverse audience, including
new audience to the game by successfully trans-
IGTM is one of the largest meeting events
forming Pachesham Golf Centre in Surry into
in golf with more than 1,000 golf travel pro-
women and millennials. Guy Moran, head of commercial insight
a six-hole venue.
fessionals from around the world set to attend.
and business support, commented: “The PGA
Having originally been a nine-hole course,
Attending clients are the PGA Nationals
is delighted to host eight of its PGA National
Taylor downsized in 2017 and his fresh
of Cyprus (Aphrodite Hills), Czech Republic
clients at the IGTM; we hope they will secure
approach has also ended membership at the
(The Oaks), England (The Belfry), Ireland
strong business from the attending travel buy-
club and it no longer runs competitions.
(Slieve Russell), Italy (Argentario), Poland
ers and we welcome enquiries from other golf
(Modry Las), Scotland (Gleneagles) and
resorts interested in joining this elite club of
Turkey (Antalya).
iconic golf properties.”
“Our strapline is six holes in 60 minutes,” said Taylor, who has been part of The PGA for more than four decades. “We prefer to give people of all standards the opportunity to play a full length course but in a fraction of the time. “Although it has taken some time to get golfers used to the concept, we are now as busy with casual golfers as when we had 500 members. “We are very flexible on dress codes and work on being a friendly and welcoming facility to all. We also have two holes on each green, a traditional 4.25-inch hole as well as a six inch hole, which has proven very popular with the youngsters and less competent golfers, as it speeds up play. “The golf industry will continue to change and we have proven that thinking outside of the
Howden insurance notice ALL PGA Members’ contracts of insurance requires you to give your broker, Howden, immediate notice of any claim or circumstance, which may give rise to a claim, regardless of any excess that you have to bear under your policy cover, or whether you think you may be legally liable. In order to assist the 2019/2020 period of insurance and to ensure continuation of your insurance cover, insurers require you to confirm that you are not aware of any claims or notifiable incidents that have not previously been advised to Howden. If this is not done, you will not receive the cover. You should already have received an email asking you to action this. If you have not received the email, please contact the membership department by emailing membership@pga.org.uk or call 01675 470 333.
traditional box is one of the ways forward.”
12
September 2019
| www.pga.info
P G A N E W S
Leadbetter launches online ‘university’ PGA MASTER Professional David Leadbetter
“It’s an exciting next stage to launch the
is passing on his expert coaching skills through
Leadbetter University,” said world-renowned
a new online platform.
coach Leadbetter. “I never attended university
Leadbetter University has been launched
myself, so I had to create my own!
for golf professionals to extend their knowl-
“We want coaches to continue honing their
edge and understanding from industry-leading
skills by studying from the experts – people I
experts through online courses, livestream and
have relied on in my career to deliver the very
in-person coaching seminars.
highest level of instruction.
It uses the latest online learning techniques
“By launching Leadbetter University now, I
to deliver education modules covering every
hope to encourage and help the next genera-
aspect of golf instruction from swing tech-
tion of budding golf coaches to become even
niques, biomechanics, mental training as well as
better at what they do. I know the key to grow-
a special focus on youth-specific development.
ing the game is to make it easier for people to
The interactive courses have been written
learn, so it’s paramount we give golf coaches
specifically for Leadbetter University by a num-
the best level of training and support, especially
ber of industry-leading experts.
in emerging golf markets.”
All Leadbetter University courses have been
Pre-enrolment for Leadbetter University
approved by The PGA, allowing Members to
courses is now open for start date of September
receive MSR credits for their study.
6, 2019. Visit www.university.leadbetter.com.
A coaching masterclass A GROUP of PGA Professionals were given the opportunity to learn from the very best as they took part in a special teaching clinic with world-renowned golf coach and PGA Master Professional David Leadbetter at Stoke Park Golf Club. The
day
was
organised
by
Golf Pride and included sessions focussing on short game, long game and putting. It was followed by an insightful Q&A where members were able to put questions to Leadbetter. Conor
Dillon,
Golf
Pride
Regional Manager – Europe, Middle East and Africa, commented: “David is a fantastic ambassador for Golf Pride and I’m thrilled that we were able to put on this special event to give our valued partners an insight
Cash injection for Children’s Golf Trust A FLEDGLING charity which aims to provide golf for all primary school children in the UK and Ireland has received a welcome cash boost from the TGI Golf Partnership Foundation. Children’s Golf Trust was born in May this year and is the brainchild of Royal Troon PGA Professional Kieron Stevenson. He founded the charity following a successful initiative by his team who visited local schools providing golf lessons that went hand in hand with the curriculum. Over the course of 15 months Kieron and his assistants Adam, Gary and Euan gave up 500 hours voluntarily to bring golf to 7,500 children in the area A three-year cash injection from the TGI Golf Partnership Foundation will provide muchneeded financial support to the Children’s Golf Trust, which will allow the charity to move from its local roots in Troon to become a national charity. “Unless children experience golf at Primary School age they are highly unlikely to take up the game and the vast majority of schools do not have golf as part of the curriculum,” said Stevenson, who has taken on the role of ambassador to the charity, which is run by a group of trustees. “So the Children’s Golf Trust was formed to change this and to allow all children within Primary Schools the chance to try golf in a safe, fun environment and to hopefully get their golfing journey started. “The charity will fund PGA Professionals to provide golf for primary school children in their area.”
into his coaching and experience.”
14
September 2019
| www.pga.info
T R A I N I N G P RO G R A M M E EDU CAT I ON
Introducing the changes to the PGA Training Programme Simon Hubbard, PGA Fellow Professional and Head of the Training Programme, outlines the key findings from the recent education review
I
n mid-2017, KPMG was commissioned to review the PGA Education Programme, with the key findings being presented to Members at the regional meetings in 2018. The review stated that that the level of education was appropriate, with the current programme being ‘fit for purpose’. In the run-up to the report, a considerable amount of work had already taken place to improve the provision of education and training which focused on the expectations placed on an Assistant during training, together with the workload and scheduling of assessments. It was found that we were expecting too much from our trainees, particularly in the first year, and that the programme had become a little ‘top-heavy’. For 2017-18, a number of changes had already been introduced which reduced the number of assessments over the course of the programme. Following the KPMG report, further changes to the programme were considered, with a view to providing additional education pathways to ‘top up’ existing qualifications. Details of this offering will be published in the near future.
New ‘industry skills’, ‘workplace’ and ‘principles of business’ modules will be introduced and Training Pros will have more involvement in Assistants’ training
with the removal of the retailing module, which is being replaced by a ‘principles of business’ module in year two. The rationale behind this change is that Training Pros had expressed a desire to be more involved in their Assistant’s training, and the ‘workplace’ module will require input from the Training Pro.
MINDFUL CHANGES When making changes to the training programme it is important DIVERSE AREAS to be mindful of the regulations and policies of our education There is recognition of the diversity in the golf industry, so rather partners, together with the Competition and Market Authority than focusing on retailing, the new ‘principles’ module can (CMA) to which we are answerable. relate to whatever line of work the Changes have therefore been Assistant is involved in. introduced to the academic part Another example of a better balanced, with of the programme from October module being removed is ‘career (2019), with changes being rolled consideration for the academic development’ in year three, as in over the next three years. this should not be restricted to rigor, study workload and Current Assistants will continue people in the third year of the employment requirements with their existing programme. programme and should be available We will now offer four modules to all Assistants and Members. It in each year, rather than the current is therefore intended to be made total of sixteen. This will help with an Assistant’s workload, as available online through the CPD offering. well as their work and playing commitments, by making the These changes will take the programme from its current scheduling of assignments more manageable. It will also make the form to one that is better balanced, with consideration for the administration of the FdSc and the DipHE programmes more academic rigor, study workload and employment requirements, workable because of the closer alignment of the two programmes, while still maintaining the standards for an individual to become as well as better facilitating the forthcoming degree ‘top-up’ a member of the Association. It will remove the previous options. expectation that everything has to be covered in the initial Examples of changes we have made include the introduction education, and allow future specialisation through the education of ‘industry skills’ and ‘workplace’ modules in year one, together pathways that will follow.
‘‘
‘‘
The PGA Professional
| #makinggolfhappen
15
P G A TO URNAM E NTS P G A C U P P R E V I E W
Texas showdown Great Britain & Ireland are bidding to make history as they head to Austin, Texas looking to claim a third consecutive PGA Cup victory over the United States. Steven Carpenter previews the 29th PGA Cup matches which take place from September 27-29 at Barton Creek Resort.
W
hen you glance through the 46-
incredible. I really feel we’re taking it to another
year history of the PGA Cup,
level again this year.”
you’ll see it makes grim reading
from a Great Britain & Ireland perspective.
EXPERIENCE
The United States have won the Llandudno
On paper, Clark has assembled one of the
International Trophy on no fewer than 18 oc-
strongest Great Britain & Ireland teams in re-
casions, while three encounters have ended in
cent years. Eight of the ten-man line-up have
a stalemate.
European Tour experience, while seven players
However, two of Great Britain & Ireland’s
have won national PGA honours.
victories have come from the most recent en-
Alastair Forsyth is a two-time winner on the
counters, at CordeValle, California in 2015
European Tour. The 43-year-old Scot became
and two years later on home soil at Foxhills
a fully-fledged PGA Member in December
Club & Resort, Surrey, making recent history
last year and is one of four PGA debutants
very good reading for PGA Professionals this
travelling to Texas.
side of the Atlantic.
“Golf is an individual sport, so it’s nice to
Played every two years in a format identi-
be part of this team event,” said Forsyth. “I’ve
cal to the Ryder Cup, the PGA Cup is seen as
Clark, who will be aided by two vice-captains
spoken to a few of the guys who have played
the pinnacle for PGA Professionals in Great
in Texas in the shape of David Higgins and
in the PGA Cup to get an idea about what to
Britain, Ireland and America.
Michael Watson.
expect when we’re in Texas.
Representing your country in a team com-
“The expectations from The PGA and from
“I’ve been around the game for a long time.
petition is a rare spectacle in golf, which is why
the country are big, so it comes with its own
I’ve been a professional for more than 20 years,
the tournament’s popularity continues to grow.
pressures in itself, but these guys are very ca-
so I’m no rookie. I’ll be happy to play any kind
Jon Bevan’s 2015 team made history
pable of handling it and we’re very confident
of role in the team. There’s a really good envi-
heading to America.
ronment within the team, so I think we’ll have
when they became the first Great Britain & Ireland team to taste success on American
“We had a great team spirit in 2015, and the
soil. Two years ago likeable Scotsman Albert
experience in 2017 was possibly slightly differ-
MacKenzie led the hosts to back-to-back
ent, but the team spirit in that event was also
a great time, but the most important thing is we go and win the trophy.” The
youngest
and
perhaps
most
victories at Foxhills. HAT-TRICK The man tasked to create history for a third consecutive match is PGA Cup stalwart Cameron Clark. The head professional at Moor Hall Golf Club in the Midlands was an integral part of the winning team at CordeValle and was a vice-captain in 2017. Clark is hoping to complete a rare hat-trick of wins in Texas, but the 45 year old knows his team will have to cope with the pressure of being labelled as favourites. “There is probably a little bit of added pressure because of the experience we have and what they’ve done in the game in the past,” said
16
Albert MacKenzie’s victorious 2017 Great Britain & Ireland PGA Cup team
September 2019
| www.pga.info
P G A C U P P R E V I E W PG A TO U R N A M EN TS
Great Britain & Ireland PGA Cup captain Cameron Clark
Captain: Cameron Clark, 45
Head professional, Moor Hall Golf Club, West Midlands PGA Cup record – 2015 (W2 L2 H0) Playing highlights – 2015 PGA Cup winner, 2015 Titleist & FootJoy PGA Professional Championship runner-up, played in the 1997 Open Championship
Vice-Captain: Michael Watson, 49
PGA Professional, Wessex Golf Centre, Weymouth PGA Cup record – 015 (W1 L2 H0) Playing highlights – 2014 PGA West Region Order of Merit winner, 2010 PGA Play-Offs winner
Vice-Captain: David Higgins, 46
Golf professional, Waterville golf links, County Kerry, Ireland PGA Cup record – 2017 (W3 L1 H1) Playing highlights – Three-time winner on the Challenge Tour, 2017 European Team Championship winner (Ireland), 2016 Titleist & FootJoy PGA Professional Championship winner, 2012 Irish PGA Championship winner
inexperienced player in the Great Britain &
One player who is likely to be key to Great
Ireland team is 27-year-old Jordon Godwin.
Britain & Ireland’s success in America is former
to be ready for that. “I was one of ten star performers in 2017. I
The teaching professional at Barnhurst Golf
European Tour star Robert Coles. One of the
did alright with points, but the whole team did
Club, Kent, is taking inspiration from watch-
standout performers at Foxhills two years ago,
well. To be part of a winning team at Foxhills
ing Ryder Cup rookies perform on the big
Coles won four of his five matches and is hun-
was amazing and that was special. This is an-
stage.
gry to achieve something special again in Texas.
other goal; it would be an away victory and
“I remember watching Nicolas Colsaerts play
“Things are different this time,” said Coles.
three in a row, so there’s always things you keep
his first match in the 2012 Ryder Cup and he
“We have a different set of lads and we’re play-
going after. We’ll all be ready and everyone is
was amazing,” revealed Godwin. “He went out
ing away, so there’s little changes and we’ve got
eager to get going.”
and shot 10 under par. Experience helps, but pressure is something all ten of us will be feeling. “For me, playing in the PGA Cup will be the biggest thing I’ve achieved in golf. It’s massive. My family and friends are coming out to support me, and I’ve got my brother as my caddy for the week. They’ve supported me from a young age, so it’s nice for them to enjoy this special moment with me.”
Head-to-head Wins Draws Great Britain 7 & Ireland 3 United States
18 Robert Coles played a key role in GB&I’s PGA Cup victory in 2017
The PGA Professional
| #makinggolfhappen
17
P G A TO URNAM E NTS P G A C U P P R E V I E W
The venue Located in the heart of Texas Hill Country is Omni Barton Creek Resort & Spa, a resort which has developed the reputation as one of the best golfing destinations in Texas. Recently named the third best course to play in Texas by Golf Magazine, the newly renovated Fazio Foothills offers a challenging but fair layout that places a premium on shot-making. The resort’s most dramatic course offers elevated tee boxes and a thrilling ride down to the fairways and greens, protected by cliffs, creeks and waterfalls.
Meet the team
D
avid Dixon, Matt Cort and Rob
Former European Tour player Alastair
Coles sealed their place in the team
Forsyth blew away the field at Hunstanton,
after finishing in the top three at the
winning The PGA’s premier tournament by
Clark will be aided by two Vice-Captains
11 shots. Fellow scot Paul O’Hara also quali-
in the shape of Michael Watson and David
fied along with Jason Levermore, Alex Wrigley
Higgins. Watson played alongside Clark in the
Richard Wallis and Jordan Godwin.
famous 2015 victory, while Higgins played an
PGA Play-Offs in Turkey last November. Six more places were up for grabs at the Titleist & FootJoy PGA Professional Championship at Hunstanton.
18
With just one more spot available for the
flight to Texas, Scotsman Craig Lee was named as Cameron Clark’s captain’s pick.
integral role at Foxhills two years ago.
Robert Coles, 46 Golf professional, Maylands Golf & Country Club, Essex PGA Cup record – 2017 (W4 L1 H0) Playing highlights – Three, top three European Tour finishes, three-time Challenge Tour winner, Two-time East Region Order of Merit winner, 2017 PGA Play-Offs winner.
David Dixon, 42
Matthew Cort, 44 Teaching professional, Beedles Lake, Leicester PGA Cup record – 2017 (W2 L2 H0) Playing highlights – Two top ten finishes on the European Tour, five-time Midland Regional Order of Merit winner, 2016 PGA Play-Off winner, 2018 English PGA Championship winner.
Alastair Forsyth, 43
Golf Professional, Enmore Park golf club, Somerset PGA Cup record – 2015 (W2 L1 H2) Playing highlights – England international, T30 and Silver Medal winner at the 2001 Open Championship, European Q School winner 2015, 2018 PGA Play-Offs winner.
Teaching professional, Mearns Castle Golf Academy, Glasgow PGA Cup record – Debut Playing highlights – Two-time winner on the European Tour, 1999 EuroPro Tour Order of Merit winner, T9 at the 2008 USPGA Championship.
September 2019
| www.pga.info
P G A C U P P R E V I E W PG A TO U R N A M EN TS
The opposition CAPTAINED BY Derek Sprague, the United States will attempt to win back the PGA Cup from Great Britain & Ireland in Texas with a team of six rookies and three veterans.
Good luck!
Alan White, Chairman of The PGA “I’D LIKE to extend my congratulations to those ten PGA
The home line-up was determined after a two-year points sys-
Professionals who have the honour of representing Great Britain &
tem which concluded following the US PGA Championship held at
Ireland at the 29th PGA Cup matches, as we look to successfully
Bethpage Black in New York in May.
defend the magnificent Llandudno Trophy in Texas.
Rich Berberian Jr, who played in the 2017 PGA Cup matches, join
“Cameron Clark has assembled one of the strongest Great Britain
veterans Danny Balin, Bob Sowards and Marty Jertson, who have com-
& Ireland teams in recent years, while
peted in a combined six PGA Cups.
Derek Sprague’s United States team
Sean McCarty will represent his country in a PGA Cup match for
will be competitive as always. We
the first time alongside fellow debutants Alex Beach, Jason Caron,
have all the ingredients for another
Ben Cook, Ben Kern and Ryan Vermeer.
keenly contested match.
United States 2019 PGA Cup team: Rich Berberian Jr (Hooksett, New Hampshire) Sean McCarty (Solon, Iowa) Danny Balin (Irvington, New York) Bob Sowards (Dublin, Ohio)
Alex Beach (Stamford, Connecticut) Jason Caron (Oyster Bay, New York) Ben Cook (Caledonia, Michigan) Ben Kern (Round Rock, Texas) Ryan Vermeer (Omaha, Nebraska) Marty Jertson (Phoenix, Arizona)
New friendships will be forged again this year and memories will be made that will be cherished for a lifetime.”
Jordon Godwin, 27
Jason Levermore, 40
Paul O’Hara, 32
Richard Wallis, 38
Craig Lee, 42
Alex Wrigley, 29
PGA Professional, Barnehurst Golf Club, Kent PGA Cup record – Debut Playing highlights – Back-to-back top seven finishes in the Titleist & FootJoy PGA Professional Championship, winner of more than 20 pro-ams in the PGA South Region.
Teaching professional, NL Leisure/ Colville Park Golf Club, Motherwell PGA Cup record – Debut Playing highlights – Three-time Walker Cup squad member, 2017 Titleist & FootJoy PGA Professional Championship winner, 2017 Tartan Tour Order of Merit winner.
Director, Craig Lee Golf Studio, Stirling PGA Cup record – Debut Playing highlights – 2009 Northern Open winner, 2012 EuroPro Tour Dunlop Masters winner, 59th finish in the 2013 Race to Dubai.
The PGA Professional
“In 2017 we saw a special friendship blossom between our two teams.
| #makinggolfhappen
Director of Golf, Little Channels Golf Centre, Chelmsford PGA Cup record – 2015 (W3 L0 H2) Playing highlights – 2019 PGA East Region Captain, 2015 PGA National Pro-Am Championship winner, Six appearances in the BMW PGA Championship.
Senior Teaching Professional, Canterbury Golf Club, Kent PGA Cup record – 2013 (W2 L1 H1) Playing highlights – Two-time winner of the PGA Play-Offs (2011 & 2012), five-time South Region Order of Merit winner.
Teaching Professional, Hartlepool Golf Club, Hartlepool PGA Cup record – 2015 (W2 L2 H0) Playing highlights – Two top five finishes in the Titleist & FootJoy PGA Professional Championship, two-time winner of The Open regional qualifying, multiple top five finishes on the PGA EuroPro Tour.
19
I N TER NATIONAL WO R K I N G A B ROA D : S PA I N
Coaching academies such as the one offered at Finca Cortesin are opening up job opportunities for teaching professionals in Spain
Living La Vida Loca Boasting dozens of worldclass golf resorts and academies, Spain has long been a popular destination for PGA Members in search of work, but the slowdown in the economy and the potential impact of Brexit means that finding employment in the Spanish golf industry is not as easy as it once was
T
here can be few among us who have come away from a family holiday or golfing trip to Spain and not thought that it would be an ideal place to relocate or retire to. With majority of the country blessed with endless days of sunny blue skies, a great selection of golf courses, wonderful cuisine, relatively affordable housing, and all within a low-cost, twohour flight from the UK, it’s no wonder that around 290,000 UK citizens currently call Spain their permanent home, while many thousands more enjoy the luxury of second home ownership. But the requirements of a two-week break are very different to those of a longterm working environment, and once
20
Over 400,000 British golfers visit Spain every year, but it’s still vital that you learn Spanish if you want to progress your career
you’ve had your fill of sangria and lying by the pool, Spain is not always the ‘lifelong holiday’ that it is sometimes portrayed, so those thinking about working here would be advised to put away those holiday snaps and concentrate on the practicalities, especially with the UK’s relationship with EU countries about to change significantly. In fact, since 2014, when Spain tightened up rules on access to its health services, the number of Brits living and working in Spain has dropped from a high of almost 400,000 to its current level, which represents a reduction of over 25%. And that number
looks set to drop further as the ageing population of expats literally dies off, and the impact of Brexit, in whatever form that may take, begins to bite. While housing is a slightly more affordable in Spain than in the UK, especially away from the more touristy regions, the cost of living is on a par, and more expensive in many areas of life, and with the exchange rate at an all-time low, your pounds won’t go as far as they once did, while lower rates of pay will also have an impact on what’s left in your bank account at the end of each month. September 2019
| www.pga.info
WO R K I N G A B ROA D : S PA I N I N T ER N AT I O N A L
PGA Members’ experience James Beesley, Assistant Golf Manager Finca Cortesîn, Malaga
“My first full-time overseas job was at Monte Rei Golf &
More Britons may have to become Spanish citizens if they want to enjoy the same civil rights post-Brexit
A CLIMATE FOR COACHING That being said, the attractions for PGA Professionals to find employment in Spain are all too obvious. While snow and rain are not as uncommon as you’d think in the north of the country, the climate in the main golfing regions on the Costas is extremely conducive to an outdoor lifestyle, and even in the depths of winter you won’t be required to give too many lessons on a freezing driving range or seek shelter in an indoor studio. On the flip side, all that sunshine and daylight means long working hours, with early starts, late finishes, and plenty of weekend work – but that’s the nature of the golf industry the world over. Golf has long been a rich source of revenue for the Spanish economy, with its 350 courses drawing in 1.2 million golf tourists each year (400,000 of whom are from the UK), as well as supporting an indigenous golfing population of over 300,000. Consistently ranked the No.1 destination with European golfers, according to recent research by Sports Marketing Surveys, 28% of Europeans who had played golf abroad in the last 12 months did so in Spain. Not surprisingly, the main source of employment for UK pros has been the Costa Del Sol. There are over 40 courses between Malaga and Gibraltar alone, while popular expatriate areas include the major towns of Marbella, Puerto Banus, Malaga and Mijas. While mainland Spain has it attractions, don’t forget the islands of Mallorca and Tenerife, both of which boast around a dozen courses and offer potential employment opportunities. LEARN THE LINGO With dozens of high-end golf resorts, many with coaching academies, there are work opportunities for those with the right The PGA Professional
| #makinggolfhappen
Country Club in Portugal, where I learnt from David Shepherd, who was the Golf Director. I turned professional and completed the three-year foundation course while working in all areas of the club operations, moving from caddymaster to service manager to operations manager and sales assistant during my four-year stint at the club. Through a club partnership, I met the golf director at Finca Cortesîn, Francisco de Lancastre, who contacted me regarding an opening as assistant golf manager responsible for commercial and operations at the club. I was fortunate enough to be offered the job on condition of that I improved my Spanish, which I have been able to do since moving here in 2016. Meeting people from different cultures and backgrounds means no day is the same, and I thoroughly enjoy working at Finca Cortesîn, which has been going from strength to strength in recent years, with a large amount of investment into the club and the course to improve the customer experience. My advice to other PGA members looking to work in Spain is to learn the language. It not only helps your working life with colleagues and guests, but also helps you to integrate within the local community. Building a new life in Spain does not happen overnight, so you need to be patient, know your ultimate goal, and make a detailed plan of how to get there.”
Andy Gordon, Head PGA Professional Lumine Golf & Beach Club, Tarragona
“I have been living in Spain for the past seven years, the last
five of which I have been at Lumine. I was initially taken on as head of instruction, and got the job after an interview with the regional director of Troon Golf in Dubai. The fact that I spoke Spanish and had an extensive coaching CV certainly helped me get role. I was promoted to head professional in November 2017, and now manage our two retail shops and resort promotion. British PGA qualifications are very highly thought of here, as the Spanish PGA training programme has only been running for a few years, so local pros historically came from caddie positions and began coaching or helping the clubs from there. So I would invite any PGA Member to look at the Spanish golf market for work, as long as they are prepared to integrate with the culture and learn the language. I would suggest contacting British PGA pros already here to gather more information. It is not an easy market to come into, so patience is a necessity, but if you do get the opportunity to work here, it can be very rewarding. It has certainly been an amazing place to bring up my two children, who were both born here.
contacts, credentials and experience, but, as ever, having a solid grasp of the local language will be key to standing any sort of chance of landing a job in Spain, even at a golf resort where English is widely spoken and understood. There are currently over 60 British and Irish PGA Members currently working in Spain at all levels of the industry, from PGA
Assistants right the way up to directors of golf and club managers, so there are plenty of contacts waiting to be made, but you’ll need to make sure you’re up to speed with all the latest coaching and clubfitting qualifications in order to make it on to any shortlist. Get past those hurdles and you could be well on the way to living the Life of Riley, if not quite Ricky Martin! 21
CLUBFIT TING, CLUBM AKING AND REPAIRS TRAINING FOR PROFESSIONALS
BY
Golf Professionals looking to improve their clubfitting, clubmaking and repair offerings should consider booking a place on one of the new DGI Academy courses being run by Diamond Golf International. There are three different DGI Academy courses available: a twoday comprehensive guide to Club Repairs, a three-day course on the Art of Clubfitting and a two-day course in Advanced Clubfitting. A total of nine separate courses (three for each subject) will be held from October 2019 to March 2020. For the past five years, PGA Professionals and Clubfitters from all over Europe have been attending one or more of the DGI Academy courses held at Diamond Golf’s purpose-built workshop facility and classroom at its West Sussex (UK) headquarters. The DGI Academy is headed up by Master Clubfitter and Clubmaker Doug Holmes, who has worked at Diamond Golf for 25 years. Doug said, “There’s a big demand for professionallyaccredited clubfitting and clubmaking courses and with an everincreasing demand for custom fit clubs from golfers, it’s essential for any club professional to be able to offer these services to their members.” The DGI Academy courses carry points towards any PGA Pro’s CPD (Continued Professional Development) programme. Diamond Golf Managing Director Daren Treacy said, “The success of the courses and the wide variety of backgrounds and countries that our attendees have come from, shows quite clearly there is a strong demand from those involved in clubfitting and clubmaking”.
Contact us today to book your course and get a free prospectus...
0800 083 7388
/// 44 1903 726999
Course Dates The Art of Clubfitting Tuesday November 19, 2019 – Wednesday, November 20, 2019
+ Optional 1-day Repairs Course – Thursday, November 21, 2019 Tuesday, February 11, 2020 - Wednesday February 12, 2020
+ Optional 1-day Repairs Course – Thursday, February 13, 2020 Tuesday, March 31, 2020 – Wednesday, April 1, 2020
+ Optional 1-day Repairs Course – Thursday, April 2, 2020
Advanced Clubfitting Wednesday December 11, 2019 – Thursday, December 12, 2019 Wednesday February 26, 2020– Thursday. February 27, 2020 Tuesday March 17, 2020 – Wednesday, March 18, 2020
Club Repairs Wednesday October 23, 2019 – Thursday, October 24, 2019 Wednesday January 29, 2020 - Thursday January 30, 2020 Tuesday March 3, 2020 – Wednesday March 4, 2020
dgiacademy@diamondgolf
Make more money through re-gripping...
In 2018, a leading grip manufacturer asked club professionals what on average they charged for a 30-minute lesson. The answer was between £25 and £35 – no surprise there. However during this research, the club professionals also agreed that during the same 30-minute period they could re-grip a set of 13 clubs. The end result was a realisation that the club professional’s time could, depending on the grip involved, be more than twice as profitable than the 30-minute lesson.
Is your workshop fit for purpose? Diamond Golf’s Master Clubmaker Doug Holmes gives his recommendations for the Top 10 must-have products to include in your clubmaking and repair workshop: • Gripping Station (#GGS) & Solvent Catch Pan (#UCMVGP) • Loft & Lie Machine (#GMCLLMG) • Shaft Cutter & Ferrule Prepping Centre (#GMSCFP) • Workbench Vice (#VICE) & Heavy Duty Shaft Clamp (#DRSC) • Swing Weight Scale (#GMPSWS) • Heat Gun (#DG114) • Club Length Fitting Ruler (#GMCCLFR) • Graphite Shaft Extractor (#GW1009) • Bench Grinder (#BEGR) • Clubfitter’s Apron (Free for all DGI Academy course attendees)
Loft & Lie Machine
So how does the club professional gain the skills and the knowledge to unlock this potential income generator?
Club Fitting Ruler
By taking one of the upcoming DGI Academy two-day Complete Club Repairs courses which will provide each delegate with a thorough understanding of the equipment used to play and of the modern tools to carry out club repairs. Forthcoming Club Repair DGI Academy courses: -
Weds, Oct 23 – Thursday, Oct 24 Weds, Jan 29 – Thursday, Jan 30 Tues March 3 – Weds, March 4
Call Freephone 0800 083 7388 to book your space today
Gripping Station & Solvent Pan
All above products are available from Diamond Golf along with the key consumables – epoxies, grip tape, acetone, OEM adaptors, ferrules, belts, weights, etc plus more shafts and grips than you’ll ever need. For more information and to request a free Diamond Golf product brochure please call Diamond Golf on 0800 083 7388 or email sales@diamondgolf.co.uk.
Testimonials ‘The course was extremely well organised and the instruction clear and comprehensive. I came away from the course with a knowledge and confidence not only in the areas of custom fitting and club assembly, but also in all other aspects of club repair. In fact, I have now taken over the responsibility of all club repair and custom club assembly at our club.’ Michael Gottlieb, Muswell Hill Golf Club ‘A huge thank you to all the instructors present at the DGI Advanced Club Fitting Course. Thanks to the team at Diamond Golf, I now have a certificate and something to show for my efforts as a qualified club fitter and club builder.’ Carl Parker, PGA Coach
0800 083 7388
/// 44 1903 726999
dgiacademy@diamondgolf
I N TER NATIONAL I N T E RV I E W
Q&A Education at Education PGA Fellow Professional Rhys Beecher, 35, has worked at world-class resorts at home and abroad, with his latest adventure taking him to Qatar, where he is the Director of Golf at Education City Golf Club, a brand new venue in Doha that is set to host next year’s Qatar Masters.
What do you enjoy most about working/living in Qatar? Qatar has been exceptionally kind to my family, so other than the few very hot months during the summer, there are no complaints. The best working aspects are being able to work with so many talented people. I like to have plenty to work on, and enjoy the variety the region throws at you. Qatar is a very hospitable country. The locals are exceptionally friendly and the
What has been your career path?
expatriate community is very helpful.
I started my golfing career at Royal Porthcawl Golf Club in Wales in 2005, where I spent
Rhys Beecher
sports management degree at Bournemouth University. While doing my Foundation Degree in Professional Golf Studies at Birmingham University I worked as an assistant at Celtic Manor for six months, and then moved out to Dubai to work with Troon Golf in 2006 as a pro at The Address Montgomerie. I enjoyed a fantastic ten years working there, the last six as
been very fortunate within both facilities to work with some talented professionals and completed some great projects. The Middle East has been rewarding personally as well. I have three daughters, all of whom were born in either Dubai or Qatar. They have great schooling, as well as friends from many different countries.
at Education City came through a general manager I had previously worked with at The Address. I was initially appointed as Director of Instruction in 2015, and spent my first few years working to introduce golf to schools and promote the game. As a pre-opening role, working under the ownership of Qatar Foundation, I benefited professionally from working with a wider network of businesses and industries. We fully opened Education City in January this year, and since then our work has
24
The future for golf is bright in Qatar. With two championship courses now available, there is more opportunity than before. Importantly, as a facility we continue to work hard with the local community, schools and universities. We have recently run a summer camp, most of which were predominantly attended by Qatari children. If we are to ensure the sustainability of golf in Qatar,
Director of Instruction. The opportunity to apply for my role
How do you see the future for golf development in Qatar?
a year as part of work placement during my
Describe a typical working day
we need to focus on these markets. From
My typical working day is beginning to change, as our facility is now nearly complete. We have a few finishing projects to complete, after which we will be into full operations. During construction, I worked closely with the project team and architects. This meant a lot of time on the course with our superintendent, as well as time reviewing course and clubhouse/ range and Centre of Excellence designs. T
a tourism standpoint, more courses and
he pre-opening stage primarily involved
facilities creates opportunities, allowing us to work more closely with the tourism authorities and airlines to bring golfers to Qatar. We have the FIFA World Cup coming here in 2022, which will undoubtedly bring an influx of people into Qatar. This will be great not just for golf, but the awareness of Qatar as a sporting destination in general. What advice would you pass on to
been based around developing the team and the
procurement and recruitment, as well as
other PGA Members who may be
business – getting members on board, lessons
preparing all SOPs and facility operating
interested in working abroad?
booked and guests playing the golf courses.
requirements. As we move into full
I think the key to a successful career working
operations, I have started spending more
abroad is to maintain an open mind, be willing
What attracted you to working
time front of house and with my direct
to adapt and adjust, and to be patient. Qatar,
overseas?
reports. A portion of my day is always
having developed so fast, is still fine-tuning
The experience of working overseas is great for self-development. Not only are you developing cultural awareness, but you are continually learning from your colleagues and people around you. I have
spent looking at the facility from a guest’s
the way it does business. Some tasks that are
perspective. Of course, there’s lots of
simple in the UK may require a bit more
computer-facing time too, but thankfully
effort over here. Importantly, everything gets
I am fairly handy behind a laptop, so I can
completed, but it just takes a little more time
keep my productivity high.
and patience.
September 2019
| www.pga.info
N E W S T RA DE
Titleist unveils T-Series irons TITLEIST HAS launched a new range
technologies into constructions that offer the
of irons – the T-Series – to replace its long-
look, sound and feel that players expect from
running AP series.
a Titleist iron.”
The final set of AP irons, the 718s, were
The T100 is a players’ iron that features a
unveiled two years ago, and their replacements
forged cavity construction and a thinner, more
follow a similar structure in that there are three
responsive face. An average of 66g of dual
models to suit a wide range of golfers. Title-
density tungsten optimises launch within the
ist changed the brand name as it felt that the
3-7-irons and boosts off-centre forgiveness.
enhancements in their design meant that they
The irons also boast enhanced sole camber
could no longer be called APs.
for cleaner turf interaction, less offset and a
The T100 iron replaces the AP2, The T200 steps in for the AP3, and the T300 replaces
T100
T200
T300
thinner topline that matches the old 718 CB model.
the AP1.
The T200 features ‘Max Impact’, an inno-
Titleist spokesman Josh Talge said: “The
vation that extends the maximum speed across
T-Series represents a revolutionary step for-
the face for consistent distance by combining
The largest and longest of the T-Series, the
ward in Titleist iron design and technology.
Titleist’s thinnest face, a structural support
T300, also features Max Impact technology
Our club R&D team is nearly six times the
and a silicone polymer core developed in
and tungsten weighting for distance and for-
size it was when the first AP iron was intro-
partnership with Titleist’s ball design team.
giveness. It also has a medallion dampener for
duced 11 years ago. It’s because of that ongoing
This players’ distance iron has a forged L-face,
improved sound and feel, and added bounce
investment that we’ve been able to make such
tungsten weighting in the long irons and is
on the sole for improved turf interaction.
significant breakthroughs in materials and
designed for golfers seeking distance from a
RRPs (per club): T100/T200: £160; T300:
construction, and learn how to package those
tour-inspired look.
£125.
Mizuno muscles in on iron market with MP-20s MIZUNO HAS launched three new irons featuring copper plating
wedges. It offers the proportions, topline and offset transition of a
within the heads to add ‘layers of feel’ at impact.
classic Mizuno players’ muscleback with a generous sole width that is
The new MP-20 range comprises MB, MMC and HMB models, each designed to either stand alone or blend into combination sets, and each featuring soft copper plating beneath a protective nickel chrome to deliver high levels of feedback and feel.
hidden at address, and is designed to help consistent players pursuing added ball speed without sacrificing their shot-making options. MP-20 MMC irons are designed to be more playable than the MB irons courtesy of its titanium muscle plate and tungsten sole weight.
The MP-20 MB is a pure muscleback forged from a single billet of
It promises stability in a tour-preferred profile, with a titanium muscle
mild carbon steel. Boasting a thin topline, it offers enhanced playabil-
spreading weight for forgiveness on off-centre strikes while maintaining
ity courtesy of a titanium muscle plate and tungsten sole weight.
centre-portion thickness for the feel and feedback.
The MP-20 HMB is a hollow-headed ‘Hybrid Muscle Back’ in a
A 12g tungsten toe weight from the 4- to 7-irons enhances launch,
tour-ready profile that features Mizuno’s forged Chromoly material
while a second titanium muscle pad improves set flow by allowing for
in the face and neck. It is inspired by the proliferation of long iron
a narrower sole from 8-iron to pitching wedge, while the topline is
replacements on tour, but extends the concept right down to the
d0.3mm thinner than on the MP-18 MMC wedge while remaining only 1mm thicker at address than on the MP-20 MB. The chrome finish is a mix of satin and mirror. Chris Voshall, Mizuno’s head of club design, said: “What makes a Mizuno iron truly exceptional is everything you can’t see. If you could peel back the chrome plating, you would find a sandwich of nickel and soft copper before the grain flow forged chassis. Under a microscope, you can see a perfect flow of grain within the steel from the hosel to toe, compacted tighter in the hitting area.” RRP (per club): MB: £150; HMB: £180; MMC: £165.
Mizuno MP-20 family
The PGA Professional
| #makinggolfhappen
25
T RA DE N E W S
PING teams up with Arccos to offer smart grip technology PING HAS joined forces with Arccos Golf
with different designs for putters and full-
to offer smart grip sensor technology on all
swing clubs.
of its clubs.
Volvik launches laser rangefinder
PING President John K Solheim said:
The grips, which will be supplied exclu-
“By equipping all their clubs with an Arc-
sively by Golf Pride, are embedded with
cos Smart Grip or Smart Sensor, golfers
sensors that automatically record and anal-
can access valuable information relating to
yse every shot taken during a round of golf
their performance before, during and after
when paired with the Arccos Caddie app.
a round that will lead to lower scores. In
The agreement includes a 90-day free trial of
addition to providing exact distances from
the Arccos Caddie app.
any point on the course, plus club recom-
To access the PING version of the app,
mendations, the app collects thousands of
golfers will need their entire set, including a
data points that can be analysed to uncover
putter, equipped with smart grips and smart
opportunities for further improvement
sensors or a combination of both. After the
through set makeup or other equipment
free trial period, golfers can purchase a one-
refinements.”
year subscription through Arccos. The smart
Solheim sees the collaboration with Arccos
grips and smart sensors, which are available
as a natural extension of PING’s long-stand-
for custom orders only, cost £10 per club,
ing research into ball-flight tracking – first started by his grandfather, Karsten Solheim,
GOLF BALL brand Volvik has expanded its
back in the early 1970s with the invention of
product range with the launch of its first laser
PING Man, the company’s robot. “We were
rangefinder.
the first golf company to purchase a Track-
The V1 Rangefinder offers x6 magnification
Man and now, with Arccos, regular golfers
and features a ‘pin finder’ function and is capa-
have access to data previously only available
ble of calculating distances from five yards up
to tour professionals.”
to 1,200 yards to within one yard accuracy. A ‘Slope Compensation’ mode, which can be turned off for use in tournaments, takes
Diamond Golf club-fitting courses PGA PROFESSIONALS looking to improve their clubfitting, clubmaking and repair skills should consider booking a place on one of the new DGI Academy courses being run by Diamond Golf International. There are three different courses available: a two-day comprehensive guide to club repairs, a three-day course on the art of clubfitting, and a two-day course in advanced clubfitting. A total of nine separate courses (three for each subject) will be held from October 2019 to March 2020. For the past five years, PGA Professionals and clubfitters from all over Europe have been attending one or more of the DGI Academy courses held at Diamond Golf’s purpose-built workshop facility and classroom at its West Sussex headquarters. The DGI Academy is headed up by Master Clubfitter and Clubmaker Doug Holmes, who has worked at Diamond Golf for 25 years. He said: “There’s a big demand for professionally-accredited clubfitting and clubmaking courses, and with an ever-increasing demand for custom-fit clubs from golfers, it’s essential for any club professional to be able to offer these services to their members.” The DGI Academy courses carry points towards any PGA Pro’s CPD programme. To find out dates for the courses, and to book a place, call 0800 083 7388 or email sales@diamondgolf.co.uk.
into account elevation changes to provide precise distances from every location. Other features include ‘Priority First Goal’, which allows the user to quickly measure the distance to their desired object, such as a bunker. Once the laser locks onto the target it emits a short vibration. “We are excited to bring the hi-tech V1 Rangefinder to the UK market at an unrivalled price,” said Tony Fletcher of Brand Fusion International, the company distributing Volvik products in the UK. “The high level of accuracy, plus the user-friendly and ergonomic design, allows golfers to more efficiently find distances to their selected targets,” he added. Included with the product is a CR2 lithium battery, a zipped carry case and a cleaning cloth. RRP: £199, brandfusion.co.uk
26
September 2019
| www.pga.info
Motocaddy adds touch of luxury to compact power trolley market MOTOCADDY’S NEW M-TECH trolley features a range
N E W S T RA DE
Cleveland unveils new cavity-back wedge
of premium design elements and finishes combined with
CLEVELAND’S NEW CBX 2 wedge is a forged, cavity back design that
top-of-range functionality.
combines tour-level spin with forgiveness to help the mid-to-high handi-
The M-TECH headlines the company’s compact-folding
cap golfer upgrade their short game.
M-Series and features a high capacity 36-hole lithium
The CBX 2 features a new hollow-cavity design with a hollow chamber
battery and 28V electronics. The luxury finishes include
near the heel and a heavy weight placed in the toe. This maximizes MOI
a hand-stitched leather handle; sunlight-friendly, full-co-
and perimeter weighting for added forgiveness, while still maintaining a
lour LCD screen; polished chrome detailing; carbon-fibre
sleek profile at address. A TPU gel insert reduces vibration, while adding
styling, and all-terrain tyres with the Motocaddy logo
crisp feedback at impact. There are three sole grind offerings according to
featured on the tread. Other features include automatic
loft; V-shaped (46°-52°), S-shaped (54°, 56°), and C-shaped (58°, 60°).
downhill control, an electronic parking brake, and a com-
Each face features fourth generation Rotex Face technology and aggres-
pact folding system that also includes inverted wheels to
sive, laser-milled grooves for maximum spin and short game control.
help achieve a 11% smaller footprint than its nearest rival.
“The CBX 2 offers golfers 25% more shots on the sweet spot,” said
The M-TECH also offers a USB charging port; adjustable
Dustin Brekke, Cleveland’s R&D engineer manager. “This helps you hit
distance control (up to 60 yards); a CartLock security pin
better shots, but also drastically improves feel at impact. It’s remarkable
code; battery meter; a clock and round timer; a fully-ad-
seeing the performance improvements when golfers switch to the extra
justable handle height, plus nine speed settings. It comes
forgiveness, better sole designs, and overall weighting that blends perfectly
with a three-year trolley warranty and a five-year battery
with their cavity back irons.
warranty. RRP: £1,199.99. motocaddy.com
RRP: £119. clevelandgolf.com
Cleveland CBX 2 wedges
Taylormade offers Raw deal with Milled Grind 2 Wedges THE SECOND generation of TaylorMade’s popular Milled Grind
bounce options; a low effective bounce (LB) grind, which provides the
Wedge range features a new raw face design that produces even more
least amount of ground resistance, and a standard grind (SB), which
spin and feel than its predecessor.
offers median ground resistance.
Sharper, deeper and narrower grooves, and a sharper radius, com-
They are available in satin chrome and matt black finishes, and are
bined with a rougher surface from the laser etching between the
fitted with True Temper’s Dynamic Gold S200 steel shaft and a Golf
grooves, will enable golfers to create more friction between the clubface
Pride Tour Velvet Burgundy 360 grip.
and the ball with the Milled Grind 2 wedge, generating more greenside
RRP: £149.
spin. Compared with plated grooves, the raw finish also reduces the ability for the ball to potentially skid up the clubface, leading to a more consistent ball flight enabling golfers to get closer to the hole.
Taylormade MG2 family
Each raw wedge head will be sold at retail with an airtight adhesive sticker covering the face, which prevents rusting before purchase or use. When the golfer removes the sticker, the face will immediately begin oxidizing, which starts the rusting process. Offered in lofts from 48-60 degrees, the MG2 wedges come with two
The PGA Professional
| #makinggolfhappen
27
T RA DE I N T E RV I E W
Q&A Pushing boundaries Ping has been a pioneering force in golf club design and performance ever since it was founded by Karsten Solheim back in 1959. And it’s a philosophy that still drives the company forward today, according to John Clark, Ping’s managing director in Europe This year has seen another major
for average – the new club has to outperform
milestone in Ping’s rich history, with
its predecessor. Success by marketing, without
the company celebrating its 60th
genuine performance, is expensive and short-
anniversary. What is the current
lived. Initially led by Karsten, and now by John
state of the business and what do
and John K. Solheim, our ethos has always
you think the next few years has in
been that if the new club isn’t better, we go back
store for the company?
to the drawing board. We would never risk the
Celebrating 60 years is a fantastic milestone for
brand’s reputation for short-term sales. Decade
a company that started as a hobby in a garage,
after decade, Ping engineers have always
became an obsession, and then one of the most
exceeded the performance bar the Solheim
successful golf manufacturers in the world. Fittingly, 2019 is proving to be a very successful
family set – that won’t change because we have Ping’s managing director in Europe, John Clark
year for Ping, not just in the UK and Europe,
the next generation of innovative engineers already in place.
but also in the USA, Japan and every other
Long-term protection, integrity and strength
market in which we compete. In the UK and
of the brand has always been paramount
Can you provide an idea of sales
Europe, we are heading for a record year.
to the Solheim family. Commercially and
and market shares for the first six
operationally, they set a high bar that we strive
months of 2019 across the main
quality of our engineering group and our ability
to achieve, but you know you will always
product categories?
to deliver products of high quality and with
receive their full support. Working for the
Regarding market share in the UK, it is tight
industry-leading performance, we are capable
Solheim family is an exciting challenge, but it is
at the top, and we are just ahead in the #1 spot
of, and expect to achieve, solid, steady growth
also an absolute pleasure and privilege.
for year-to-date all clubs. In Europe, we are
Regarding the next few years, given the
over a number of years.
towards the top in every market, but we have What are the biggest challenges
opportunities to grow.
How important has the continuity
facing Ping in 2019 and beyond?
of leadership provided by the
The biggest challenge for all golf club
like this year will be a record. Overall, the UK
Solheim family been in Ping’s
manufacturers is to bring to the market
and European markets are performing solidly
success?
products with industry-leading performance.
and this will provide us with opportunities to
When you have total clarity in the direction
The consumer is becoming more and more
keep moving steadily forward. Our commercial
you are sailing, how you will get there, and with
educated about performance statistics and
and operational teams are very strong and
the emphasis on the quality of the journey and
the importance of being custom-fitted before
experienced, which enables us to build strong
not the speed at which you travel, you are able
they buy. Competitive head-to-head testing
customer and consumer relationships and
to plan and operate based on the long-term.
is now the norm, so there is no hiding place
provide the best service in the industry.
Regarding sales, suffice to say that it looks
What products in the current range have been most successful at retail? Unquestionably, the G410 family of irons and woods lies at the heart of our success. They replaced the highly successful G400 family and have allowed us to kick-on further. Additionally, we will finish this year with significant momentum, as we have just Ping has always prided itself on its custom-fitting options
28
launched the ladies’ G Le2 family and Glide 3.0 wedges. It is too early to discuss products
September 2019
| www.pga.info
I N T E RV I E W T RA DE Norway’s Viktor Hovland is the latest addition to Ping’s tour staff
‘‘
Our ethos has always been that if the new club isn’t better, we go back to the drawing board. We would never risk the brand’s reputation for short-term sales
have the endorsement from players on tour.
business, so we back up our account holders
We continue to have long-term relationships
with the best service in the industry. We hold
with many of our tour players – including the
all of our components at Ping and will only
likes of Bubba Watson, Louis Oosthuizen, Lee
begin building a consumer’s clubs once they
Westwood, Tyrrell Hatton and Miguel Ángel
have had their fitting and placed an order
Jiménez. Their lasting loyalty says a lot about
with their retailer. We aim for a 48-hour
Ping and the clubs we design and manufacture.
turnaround but, at present, high levels of
They are relationships that both sides value
demand mean we are quoting four days. Our
very highly.
staff are working tirelessly to get this down as
In recent years, as the ‘corporate front of hat’ sponsor has come to the fore, more players are
soon as we can. Exceeding forecasts is a nice problem to have.
choosing to play clubs of choice, rather than chase extra money. When money moves out
Ping is now offering Arccos sensor
of the equation, Ping appears to be a winner.
technology across its club range.
This is evidenced by our numbers on the men’s
How important is it for the brand
tours and, in particular, our strength on the
to keep pace with technology, even
ladies’ tours.
if it involves forming commercial partnerships with other companies?
It’s obviously a very competitive
As the world in which we operate and
retail environment. What are you
compete in changes, we must keep embracing
doing to help PGA Professionals
technology that helps the consumer. Arccos is
to sell through your range of
a great example of this. The detailed, accurate
products?
information now available to the consumer
‘‘
I guess you won’t be surprised when I say that
will only enhance their enjoyment and help
for 2020. Our product life cycles are longer
we want to establish long-term, mutually
them to ‘Play Their Best’. Bringing together
than other brands’ because of our respect for
beneficial relationships with account holders
different technologies requires partnerships of
the consumer and the purchasing decisions
that respect the Ping brand and believe in
mutual benefit and this is at the heart of the
they make.
our philosophies and culture. In return, we
relationship between Ping and Arccos.
will launch better than any other brand in Ping has always invested in its
the industry and only ask them to hold a
The Solheim Cup is just a few
presence on tour, but what do you
comfortable and appropriate level of inventory.
weeks away now. How important
think they bring to the brand and
Custom fitting is at the heart of our
has the Solheim family’s association
what attributes does Ping look for
with the matches been to the
when it signs a new tour player?
company?
If you want to be a leading performance
Having been to every Solheim Cup since
brand in the industry, then your clubs must
1996, it is incredible to see the amazing levels the matches have reached in such a short period of time. This is women’s golf at its absolute best. At a time when we are rightly seeing unprecedented support and coverage of women’s sport, the Solheim family should look back with immense pride at the decision they made in the late 1980’s to fully fund the first ten Solheim Cups. This was on the back of sponsoring many LPGA events throughout the 1980’s. The Solheim family were, once again, ahead of their time, pioneering where
Ping’s G410 range has proved very popular at retail
The PGA Professional
| #makinggolfhappen
others wouldn’t go – because they believed it was the right thing to do.
29
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T RA DE G R I P S
Gripping times Ted Maher, the Head PGA Professional at Great Barr Golf Club in the West Midlands, explains how his regripping service and support from Golf Pride is benefitting his business and his members
T
here’s one service that a PGA Professional can offer that can’t be replicated online and that’s the expert re-gripping of a golf club. And with grips costing consumers anything from £6.50 to £15, and it taking only half-an-hour to re-grip a full set of clubs, offering a re-gripping service, with profit margins of upwards of 40 per cent, can seriously improve your bottom line, as well as helping you build up a personal rapport with your members. “It is one of the biggest parts of my business,” says Ted Maher, who has been the head PGA Professional at Great Barr Golf Club in the West Midlands since 2010. “One of my goals when I took over as head pro was to boost the regripping side of the business. As a result we’ve grown it from being quite small to something we do that’s very profitable.” In addition to his own efforts and that of his staff, Maher is indebted to the support he has received from Golf Pride and Craig Watson, the company’s territory sales manager for the UK. “We’ve had loads of support from Craig at Golf Pride,” Maher confirms. “He came to our captain’s day and offered free grips to the members. The ratio of those guys coming back to have full sets done was incredible.” DISPLAYS THAT PAY Watson, who is also a PGA professional, also equipped Maher with a Golf Pride grip wall for his shop. As well as featuring a wide selection of grips of varying colours, textures and costs, the stand includes a grip bar that has grips attached to shafts. “Golf Pride offer us a load of support, and 32
this grip bar has been a game-changer in my opinion,” says Maher. “We used to sell grips with no support inside them, and it was difficult for the customer to get a real feel for them. Grips on the bars, however, allow the customer to feel exactly how the grip would feel on their clubs. They look good as well, with the baskets of grips underneath.” The presence of an eye-catching display stand dominating one of his pro shop walls, however, is just a stage of the journey en route to closing a re-gripping sale. “Some of our customers just don’t know when to renew their grips,” Maher explains. “The stand is just one way we encourage our members to re-grip their clubs. We educate them as well. That can be in our newsletter or face to face. We also see a lot of people coming through the shop or in the studio and are able to advise them.
Great Barr PGA Professional Ted Maher has enjoyed a significant income boost since focusing on his gripping service
“And coaching is also a good opportunity – we get to see their clubs when we coach them and we can tell straight away what condition their grips are in. We can show and compare their grips with a new one – and how it would feel. They’re very receptive – a lot better than I envisaged.
Golf Pride’s grip wall provides an easy way for golfers to understand the performance benefits and feel of different grips
September 2019
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G R I P S T RA DE
GRIP SHOWCASE With the major grip brands offering a wide range of after-market models for every club in the bag, it will pay to stock a good selection to keep the tills ticking over
Golf Pride Golf Pride, the no.1 grip on the global professional tours, has a wide choice of quality grips to suit all golfers and every club in bag. Golf Pride’s new Pro Only putter grips offer a tour-preferred feel and easy hand placement
Among its most popular models is the Tour Velvet Align grip, which features a raised ridge along its underside that helps golfers establish consistent hand placement. R&A-approved for use in competition, ALIGN Technology accentuates
“As long as you educate them and take them through a process they understand the value of grips and how they can help them to improve their game. We rarely see people who give us clubs and tell us to re-grip them. We follow a process of size, type of grip, their playing style and fit the grip to that individual.”
the ridge so that golfers can easily feel when their hand position is correct. “ALIGN Technology gets your hands on the grip consistently every time,” says Bruce Miller, the brand’s retail product manager. “Regardless of how you hold the grip, or how technically sound your grip is, if you do it the same way every time, you will likely lower your scores. This helps golfers to square the clubface at impact every time. Once you lock in your hand position, you just swing the club. The skin of your hands nests down into the traction pattern, for zero slippage.” The Align range features three other models, the MMC, a hybrid grip combining rubber and cord for all-weather performance; the MCC Plus4,
EDUCATING GOLFERS Golf Pride, a PGA Official Supplier, is the dominant force when it comes to supplying golf club grips, enjoying an unrivalled market share at retail. Conor Dillon, the company’s regional manager EMEA, has no doubt PGA professionals play a key role in that domination. “PGA pros are at the heart of everything we do,” he says. “Eighty per cent of all consumers go to their PGA pro seeking advice as to how to find the right grip. “It’s not about finding one size of grip fits all – there are a number of things to take into consideration. The texture of the grip, the sizing of the grip – the PGA pro can help the consumer. “We have raised the overall awareness of re-gripping in the pro shop. We feel it’s very much an educational process which we provide. The grip walls have been key to getting the message across. Typically, three or four years ago, grips would be kept out of sight in the workshop. Now everything is on display in the shop. It’s all about raising the importance of re-gripping and the benefits it has for golfers. PGA pros also use their expertise. They know about a customer’s swing and what size to fit.” The PGA Professional
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a Tour-inspired hybrid grip which features a larger lower hand design to simulate the feel of four extra layers of tape for lighter grip pressure and more power; and the ZGRIP, the firmest model in the range which boasts a heavy cord texture throughout for enhanced moisture management. Building on the success of Golf Pride’s Tour SNSR putter grip line, the Contour Pro features a Tour-preferred pistol design in two oversized models. Like the existing Tour SNSR line, the new models also feature a soft rubber material for improved feedback and to encourage softer grip pressure for a more consistent stroke. Other features include rounded edges, a paddle front section, and a tapered profile. The two Contour Pro models come in 104cc and 140cc sizes in a black/grey colour option. Golf Pride’s Tour Wrap series, which has been extremely popular at retail, has been expanded to include the new Tour Wrap MicroSuede. Engineered with an additive finishing process that produces a brushed surface, the MicroSuede grip offers soft feel and added traction, while the wrap design provides enhanced finger nesting. Available from September, it comes in standard and midsize, in a distinctive smoke grey colour. Another new putter grip launching this month is the new Pro Only putter grip. Offered in two arched paddle designs (72cc and 88cc), and wide flat paddle (81cc), both feature specific shaped areas for hand placement and boast a firm feel for tour-preferred feedback and feel. golfpride.com
Golf Pride’s new Tour Wrap Microsuede grip Golf Pride MCC Plus 4 Align
Golf Pride Tour Velvet Align
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T RA DE G R I P S
Lamkin Lamkin’s current collection of grips is driven by ‘Fingerprint Technology’,
Lamkin Comfort Plus
which enables golfers to grip the club with less pressure while still maintaining excellent contact. As well as being more durable than a traditional rubber grip, the Genesis
Lamkin Sonar
material used in Fingerprint models features a rubber/polymer blend that
model, but with a larger lower section, promotes less grip
is tacky to the touch.
pressure and tension and faster swings. Micro-textures
Among the brand’s headline models for 2019 is the Sonar grip, which fits a wide variety of players. A reducedtaper design minimises hand tension for a more fluid and
further enhance comfort and traction in all weather conditions. Lamkin’s new SINK FIT putter grips are offered in
faster motion, while micro-textures across the surface
rubber and polyurethane designs and offer great surface
enhance feel and feedback.
tack and high levels of durability. The rubber putter grips
Designed to provide the same level of comfort as a
come in three styles: Skinny Pistol, Pistol, and Straight,
polyurethane grip, but with the enhanced feel of rubber,
while the lighter weight PU options are available in a Pistol
the Comfort Plus is also an exceptionally durable grip.
and Straight.
The same reduced-taper profile featured in the Sonar
lamkingrips.com
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September 2019
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G R I P S T RA DE
Winn Winn grips are renowned for their softness and tacky feel,
tapered design allows for a traditional shape and plenty
which not only helps reduce swing tension, but also offers
of shock absorption. The lighter weight (48g) can be
grip in all conditions, especially wet weather and high
exploited to increase swingweight and clubhead feel.
humidity, when the material becomes tackier. This also makes it an ideal grip for players who don’t wear a glove. Winn grips also offer high levels of shock absorption –
For players who want the comfort, tackiness and overall performance associated with Winn grips, but with a more traditional look than the Dri-Tac X, the standard Dri-Tac
up to 65% more than other brands – making them ideal
model is a solid alternative, while those that prefer wrap-
for new golfers who don’t always find the sweet spot and
style grip with less surface texture, the Dri-Tac Wrap is
those suffering from arthritis or weak hand strength.
made from WinnDry, which provides excellent tackiness,
Among the biggest sellers in the current Winn range is the Dri-Tac X grip, which is made from the company’s
comfort and shock absorption. Winn also offers the hybrid DuraTech grip, which blends
WinnDry polymer material, which provides all-weather
the long-lasting, non-slip control of rubber in the upper
tackiness with exceptional comfort and durability. The
hand with the slightly softer, tacky feel of polymer in the lower hand, while for those looking for a putter grip,
Winn Dri-Tac wrap
the company’s new midsize NTP models promote lighter grip pressure and added stability. Featuring textures made to provide enhanced traction and comfort, they boast
Winn Dri-Tac X
a no-taper pistol shape, and are available in blue, black, and red. winngrips.com
SuperStroke SuperStroke’s super-sized putter grips have been one of the biggest success stories in the golf equipment world since the brand launched 11 years ago. With their super-sized circumference helping to reduce grip tension and make the hands less active, they have racked up hundreds of tour wins and helped golfers of all levels to improve their putting stats. Boasting a 70% share in the sales of aftermarket putter grips, the brand launched into the mainstream swing grip market last year with its Soft Wrap TP grips, and has recently launched a new Traxion range of 15 putter, swing and wrap grips. There are two main technologies that
SuperStroke ‘s grip lineup
distinguish Traxion grips from SuperStroke’s previous designs. The first, and the technology for which the range got its name, is called Traxion Control. This design uses X-shaped treads for added surface texture to enhance feel and performance. This pattern is strategically placed in ‘Traxion Zones’, areas that SuperStroke considers to be high-sensory areas. The other main feature is Spyne technology, SuperStroke’s reinvention of the reminder grip, which sees visible embossed ridges located on the underside of the grips, which show where the golfer should place their hands. The putter grips come in 15 different models, including Tour, Flatso, Pistol GT, the new Claw-style, XL Plus and SS2R designs. Colour options include black, grey, red, white-and-blue and white-and-red. Each have ‘No Taper’ designs, which means they have a uniform width, rather than a skinnier lower-hand region, and all of them feature an adjustable weight port in the butt-end, which enables golfers to counter-balance their grips or add weight as needed. The weight port is compatible with the CounterCore weight system found in SuperStroke’s previous models. Soft Wrap TP grip
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Traxion claw
Traxion Flatso
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T RA DE A P PA R E L Combining performance and practicality with style is essential for any golf brand hoping to resonate with the current generation of golfers, as the latest outerwear collections clearly demonstrate, says Angela Youngman
Rain supreme FootJoy’s HLV2 featuring new generation waterproof fabric RRP £170
“M
ost women don’t want to compromise on their personal style and we see a big trend when it comes to fashionable rainwear. For our customers, a great rain jacket means it needs to work just as well as chic everyday outerwear. Right now, Daily Sports’ colourful and printed rain jackets are extremely popular,” says Ulrika Skoghag, CEO at Daily Sports. Versatile rainwear that can be worn on and off the course is very much in demand and can command a higher price point, simply because it can be worn for a much longer period. Apart from being waterproof, rainwear has to be windproof, breathable and lightweight. As a result, the use of technological fabrics has become widespread, with materials such as GORE-TEX being used throughout the industry. FREEDOM TO SWING New and innovative fabrics are constantly being introduced designed to increase water resistance, as well being ever more lightweight. The days of bulky rainwear have long gone. “Much of the evolution of waterproofs has focused on two factors, weight and stretch,” says FootJoy’s Senior Design lead, PJ Skurla. “We are seeing very lightweight fabrics that have great stretch while maintaining or exceeding the performance characteristics of their predecessors. In the future, it is going to be all about simplification. Ten years ago, a waterproof jacket had three separate layers, a shell, a membrane and a liner. Then we moved into three-layer bonded construction 36
where these elements were combined into one fabric. The next step was 2.5 layer fabrics and coated membranes, which did away with the need for traditional membranes and liners. The next step is going to be a single layer of fabric that has all the performance characteristics of today’s waterproofs. This will allow us to make waterproofs much more versatile and less restrictive to the golf swing.” FootJoy’s most recent innovation has been the introduction of HLV2, a new fabric which is 15% lighter and offers ever greater stretch capabilities, while its Hydroknit fabric combines the techniques of conventional woven fabric with the comfort and flexibility of knitted materials. Sustainability is also beginning to make an impact with manufacturers like Röhnisch and Cross Sportswear highlighting the use of recycled and environmentally friendly fabrics. Henrik Köhler, Head of Design at
Cross Sportswear comments, “We are always on the quest for the latest technology and better functionality. With our Scandinavian heritage we care about nature and want to find sustainable alternatives. The fabric from this collection comes mainly from recycled synthetics and eco-friendly natural fibers such as bamboo charcoal.” KEEPING IT COMFY Comfort is a key element within the design of waterproof golf clothing. Not only does it have to be flexible, allowing great ease of movement while playing, it also has to be quick to put on or take off in response to weather conditions that can often change at little notice. Warmth too comes into consideration, with many jackets and trousers offering fleece-lined pockets to keep hands warm and dry, thus aiding grip during play. Cold fingers are a distraction that no golfer needs. September 2019
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A P PA R E L T RA DE
TROUSERS Golfers often overlook the potential provided by waterproof trousers can be when it comes to weather protection, but such trousers can make a real difference when it comes to comfort out on the course. They are also increasingly used as a fashion statement, co-ordinating with waterproof jackets such as Sunderland of Scotland’s Montana jacket and trousers, or Vancouver trousers and jacket. Colourways tend to be fairly conservative, with black and blue being the most popular shades. Elasticated waistbands, often with drawstrings positioned at the back, ensure maximum adjustments, while ankle zips and velco adjusters enables golfers to quickly pull on trousers without having to remove shoes while out on the course. Lightweight, easy to roll up into a small bundle, golf trousers take up little space in bags. Stylish details such as embroidered branding create an extra chic touch.
Sunderland of Scotland Ergonomic, fashionable colourways, breathable and windproof, Sunderland of Scotland’s range of waterproof clothing is designed to cater for a golfer’s every need. Looking at the menswear range, the Whisperdry Pro-Lite Jacket possesses an integral waterproof membrane which ensures golfers stay dry no matter how bad the rain. For mechanical stretch qualities, the Vancouver Pro jacket is ideal and offers a great range of co-ordinating colour variations such as black/electric blue/white, black/gunmetal/energy yellow and red/navy/white. Completing the menswear waterproof range are Vancouver Quebec trousers incorporating knee articulation to provide enhanced freedom of movement when out on the course, and anti-abrasion protector tape at the hems to keep the trousers looking good for longer. For women, the Whisperdry Tech-Lite Jacket in fashionable shades of purple/ white, navy/white and silver marl/magenta is a popular option while its retro silver reflective branding adds extra style. Equally striking is the Montana jacket with its elegantly shaped curved contrast panels and fleece lined handwarmer side pockets. The matching Montana Trousers also have fleece lined side pockets with discreet embroidered branding providing a stylish touch. Vancouver Quebec trousers £70
Red Montana jacket £120
Eye catching purple black combination Montana £120
Bright Purple Whisperdry Tech Lite £150
Black/white Vancouver Pro jacket £120
Galvin Green Speedy dressing comes to the fore at Galvin Green with its new Ashton grey/red trim half-zip version of its SHAKEDRY jacket, which features a side zipper to make it easy to put on when most needed in a downpour. The fabric incorporates a beading effect, ensuring rain just rolls off the surface. Made from GORE-TEX Paclite, the Apollo jacket also has a repositioned side seam for optimum comfort. For a complete wet weather offer, Galvin Green’s best-selling black Andy trousers are available in 25 sizes. Hydroknit Half Zip Rain jacket RRP £180 Andy trousers £220
Ashton half-zip version of the Shakedry jacket £290
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FootJoy
Apollo jacket with angled detailing £290
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Technology is leading the way at FootJoy, creating new innovative waterproofs. The Hydroknit Half Zip marries the attributes of a conventional woven waterproof with the comfort, stretch and soft feel of a knit garment for ultimate versatility. Three colourways are available: Black with Charcoal, Navy with Kelly and Sapphire with Geranium. Also available is the HLV2, which is the next generation of Hydrolite, utilising an all-new fabric which is 15% lighter with significantly more stretch.
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A P PA R E L T RA DE
Cross Sportswear Innovative FTX three-layer technology is being used to create waterproofs from recycled synthetics and eco-friendly natural fibres. A choice of four waterproof suit styles feature in its 2020 Golf Collection, the flagship Edge, bestselling Pro, a new, super lightweight Hurricane and the sporty, ecofriendly Cloud. Weighing just 250g, the Hurricane jacket is one of the most lightweight waterproof jackets on the market, utilsing the minimum number of seams and preshaped sleeves. Even the collar is adjustable. All four ranges offer matching trousers with long-zipped leg openings.
Röhnisch Pink takes centre stage with Röhnisch’s popular waterproof jacket, as well as the new waterresistant Swift wind jacket. Made from a soft, four-way stretch fabric bearing an embossed design, it has been carefully designed provide the wearer with a flattering outline. Röhnisch’s Hybrid showerproof jacket and waterproof jacket are both made from recycled material and are quick drying. Pink Hybrid Jacket £79.95
From top right: White/navy accents for men’s Bijou Blue Cloud jacket; men’s Edge jacket; eye-catching design for men’s Hurricane navy jacket; women’s Cloud jacket in Forever Blue; women’s Pro Heather jacket; women’s Hurricane jacket in a pretty flower design
Sensor Dry 2.5 jacket in blue
Daily Sports Chic fashion combined with functionality designed to cope with the most challenging weather conditions are the priority at Daily Sports. This ladies golf fashion brand is setting out to provide high performance golf wear that is also extremely stylish and elegant. Its range of colourful, printed rain jackets are proving very popular. The SS20 rain jackets Merion and Leonie benefit from an airy mesh lining, and four-way stretch material. Taped seams, velcro tab closures and soft fleece inside the collars make these extremely comfortable to wear. Leonie rain jacket
Merion rain jacket
PING Engineered for play, PING’s Sensor Dry 2.5 jacket and waterproof pant is its most advanced waterproof suit to date. With a five year warranty included, the jacket is fully seamsealed and offers advanced levels of waterproof protection and breathability. A moulded two-way centre front zipper provides increased protection and durability. The lightweight, windproof and stretch fabric ensures freedom of movement and no distractions while playing, no matter what the weather.
Peter Millar Minimal noise is a key priority in Peter Millar’s Stealth rainwear, ensuring that there is no chance of being distracted by wearing rustling, crackling fabrics when about to make a crucial shot. Made from 72% nylon/28% polyester with a protective knit inner layer, the Stealth rain jacket and trousers are available in just one colourway – Navy. The waterproof, seam-sealed garment construction offers four-way stretch, and is also windproof. Stealth jacket and trousers in navy RRP £340 for the two
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T RA DE R E TA I L WATC H
Dress for success
Are you optimising sales opportunities with your store layout? Do you really know if your merchandising strategy is working? If you ever feel like you might be ‘winging it’, this month, we look at why relying on gut instinct might be costing you money
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erchandising is an importFor Martin Balfour, ant activity which focusses Head PGA Professional of on the positioning of stock Donnington Valley, one small and displays that attract your customchange made a big difference er’s attention. However, it doesn’t end to his shoe sales. “After 15 years with a nice looking table, and you’ll of the same shoe wall display, need to react to, and manage, the we realised our customers just success, or failure, of your displays, weren’t noticing our shoes, throughout the retail calendar. and sales had decreased,”, says When it comes to laying out your Martin, “My wife had the idea whole shop, there’s a lot to consider, that putting fake grass on the and even more at stake. So, how do wall behind the shoes might be you plan, and manage, your mer- Creating multiple retail ‘hot spots’ will influence the traffic flow in your shop fun and give us a fresh look. The chandising strategy? Yes, the overall difference was amazing. Lots of look and feel of the shop is important, but or is there a pattern? What displays are they customers started to interact with what they you should be making regular tweaks, even missing out on in the shop? Customers get thought was a whole new range of shoes. during your busiest months. Moving stock used to what they see, and, within a few visSales increased dramatically, and I now stock around weekly will help to keep the store its, become ‘deadened’ to what’s in store. If less shoes, so my margins are up too.” looking fresh and revive customers’ interest. you want to prevent this happening, use the numbers. The data will tell you which ranges BUYING POWER BACK UP YOUR GUT and displays are doing well. Sales information, based on specific ranges Rosie Collins, Crossover’s Installation and Where are the hot spots within your and displays, can also be used for extra barTraining Manager, offers great advice to shop? It’s often the counter, so if you aren’t gaining power with suppliers and brands. retailers. “Every year, I’d suggest you go into selling well there, why not? Don’t forget that Ask for merchandising from suppliers, who your shop and imagine you’ve just taken it you can influence where the hot spots are can set up professional displays proven to over and walked in for the first time. What within your shop. Are people just cutting attract customers – a shop within a shop. would you bring to the shop to revolutionise through your shop to get to the clubhouse? Listen to advice from your buying groups, it and give it a fresh direction?” If so, how can you divert them? There’s but also experiment with your own ideas. The key to successful merchandising is not no rule of thumb about what to sell, and You don’t have to have everything out, either. to just rely on your gut instinct or personal where, so a cycle of experimentation with If you’re tweaking your merchandising every preferences. Use the facts and astute obserregular testing and reviewing, is key to long week, you can play around with stock. vations to help define those gut instincts term success. – allowing you to create your strategy. “Move the coffee machine to take cusTEST FOR SUCCESS It may not be easy at this busy time of tomers to a new part of the shop,” suggests “Whatever you do or change, just keep year, but the first thing to do is watch how Collins. “Maybe to a corner next to a previmonitoring results and checking your sales customers interact in your shop. It’s not just ously unpopular display. Give it a couple of numbers,” says Collins. “Run weekly ‘unpopthe number of customers, but where they weeks, and look at your sales figures to see ular sales’ reports and use the regular team go. Do they stand in a particular place to whether it’s worked. Use your weekly team meetings to discuss new ideas. If you want to chat with other customers or shop staff? Do meetings to discuss tactics like this, and push a particular range, move it around and they tend to go to one place, and then leave, other merchandising ideas.” test, review, test, review...” Monitor your shop’s performance anywhere in the world, and on any device, with XPOS. Keep an eye on sales, margin, stock turn and staff performance, with up to the minute, online stats. crossovertec.co.uk 01454 418395.
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September 2019
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R E TA I L WATC H T RA DE
A mixed bag at the tills W
Crossover Technologies Chairman Phil Barnard assesses golf retail sales figures for the first half of the year
ith the winners of this season’s Majors long since decided, and the first signs of autumn already in the air, now is a good time to look back over the first six months in the golf retail world and take stock of what has been a rather up-and-down season so far. After a pretty bonkers start to the year – up nearly 9% on March 2018 and 23% on 2015 – things took a turn for the worse, with May and June down on sales, compared to 2018. According to Golf Datatech’s retail audit, the first six month’s value change across the core categories were up 4% in January, up 10% in February and March; up 2% in April; down 2% in May, and down 5% in June. At the end of June this year, sales were up about 2% overall, year-to-date. This was up 21% on 2015, and almost 4% on 2017, so the market is clearly heading in the right direction. Let’s not forget that May last year was the biggest month for sales ever recorded in the UK, so the chance of beating that in 2019 were always slim. However, with momentum building, it was disappointing to be down this June, most of which we can put down to the terrible weather. JUNE WASHOUT HITS SALES Most categories had a torrid June, with the exception of outerwear, tops and, oddly, distance measuring devices. Outerwear was up over 110% on the previous year, making up ground following a really poor few months. However, it is still the worst performing category of 2019. The overall picture of sales this year has been quite similar to other years, with woods and irons the biggest categories. The gap is much closer than it was a few years ago, with woods
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being the biggest category at the moment, but only just. Perhaps not surprisingly, the outerwear category enjoyed over 115% growth compared to 2018, while all major categories were down. In June, rainfall was 152% of the annual average for the month. Notably, ball units were down 26.9%: a clear indicator that attendance on courses was significantly down. Year-to-date, the picture is very different, with ten categories showing growth and seven showing decline. Distance devices are currently enjoying a lead position, while outerwear sits at the bottom of the class. SHOES SLIDE, DRIVERS IN DECLINE Looking at some of the long-term trends, one category of concern, for me at least, is shoes. This year, the category is down 4% year-to-date. However, on a rolling 12 months, this decline is now at 10%. It is a marked change in behaviour. We have seen continual value growth in this category for over five years. However, this changed towards the end of 2018, and the numbers have been dropping ever since. The reason seems to be a market shift,
The rise in price of drivers has hit sales volumes in 2019
with consumers turning their backs on spiked shoes, which are down over 25% on a 12-month basis, in favour of the growing range of spikeless models. Overall, most of the categories are behaving as expected. That said, woods continues to lose unit sales, year on year. While the woods category behaved relatively consistently until 2015, with predictable growth and deflation cycles, the flow of units changed when the large price rises kicked in. While shot tracking and custom fitting might have been the real drivers for change, units have been dropping since 2013 at between 5-10%. At some point, this will have to bottom out, but that isn’t in sight yet. PRICE HIKES TAKE THEIR TOLL Like taxes, prices keep rising. Not one category has seen a decrease, year to date, while five categories have seen double-digit growth in average sale price. Predictably, this has had a knock-on effect on units sold, with only five categories showing any unit growth and, rather predictably, the worst was outerwear. FUTURE PREDICTIONS Thankfully, the July numbers looked good, however, as we saw in June, rain can cause havoc on sales, and August is so far shaping up to be another wet month. Let’s hope we enjoy a drier September and October, or we may end up seeing the total numbers slip back. I am still expecting some growth this year. Reported ‘rounds played’ is up, so people are back in the habit of playing the game – let’s just hope they carry on spending too! Phil Barnard is Cross Technologies chairman and European Partner of Golf Datatech. Contact Phil at pbarnard@golfdatatech.com. 41
D E S T I N AT I O N G U I D E T RAV E L
Terrific Tenerife
With the perfect mix of great golf courses and superb temperatures, the Canary Islands are fast becoming the go-to venue for winter travel for PGA Pros. Tenerife is a popular destination for off-season travel and is the perfect destination for your next break away with your members STAY Tenerife’s Southern Coast boasts a wide variety of hotel options, all within easy reach of the five fantastic golf courses the area has to offer. If your group is looking for nightlife, Las Americas is the perfect destination, with its many bars, restaurants and nightclubs. The Hotel Spring Volcano will offer PGA Pro’s a free place when staying with seven amateurs, exclusive to Golfbreaks customers. For a quieter break, try the high-end resort of Costa Adeje, and in particular the Jardin Tropical Hotel, giving you fantastic Atlantic Ocean views, and only a short walk from the exclusive bars and restaurants the area has to offer. PLAY Five great golf courses work their way along the coastline, all offering something slightly different. Amarilla and Golf Del Sur offer a slightly easier test of golf, with stunning cliff scenery making it hard not to enjoy these courses. After your members have eased themselves in to their holiday, and are ready for a tougher test, Costa Adeje and Golf Las Americas are two fantastic championship layouts and will test any level of golfer. In great condition all year round, these two are a must-play while staying in Tenerife. If staying at Hotel Jardin Tropical, you also get access to Abama Golf Club, one of the most spectacular courses in Europe, and the top-ranked course on the island. This Dave Thomas design is a must-play, if only for the stunning view from the 10th Tee across the Atlantic towards La Gomera.
The stunning Abama golf course is ranked #1 on the island
Take in the breathtaking scenery at Amarilla
The championship layout at Golf Las Americas is a must play
Hotel Jardin Tropical is a popular choice with pro groups
GETTING THERE Tenerife South Airport (TFS) is easily reachable from most major UK airports. Golfbreaks.com have an exclusive deal with Thomas Cook Airlines offering free golf club carriage for our customers. WHEN TO TRAVEL Tenerife offers one of the most stable climates of any golf destination in Europe.
With November–February averages about 20 degrees centigrade, the island is a perfect for your next winter break. PRO PACKAGE • 5 nights bed & breakfast at Jardin Tropical • 3 rounds of golf (Golf Del Sur, Costa Adeje and Amarilla) • From £645pp (December travel)
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
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T RAV EL D E S T I N AT I O N G U I D E
Vilamoura’s marina has it all
Set in the heart of The Algarve, Vilamoura has been perfectly designed with golf holidays in mind. The renowned marina offers plenty of bars, restaurants and hotels, with options to suit every budget, making it perfect for Pro led groups looking for excellent golf and equally good nightlife
The bustling Marina is the perfect place for your group to spend the evening
STAY For walking distance to the Marina, consider staying at the Dom Pedro Marina or Dom Pedro Vilamoura Resort as well as the Vila Gale Marina or Vila Gale Ampalius. All four hotels offer complementary transfers to Vilamoura golf courses, saving you time and money on your break. If you want to treat your members to a little more luxury, we recommend the 5* Lake Spa Resort, who offer a “Happy Hour” from 18.00 – 20.00 for all residents, with 50% off selected drinks. PLAY Vilamoura can cater for any level of golfer, from the world-famous Old Course and Victoria – home of the Portugal Masters, to the slightly less challenging Millennium, Pinhal and Laguna. If you don’t mind travelling an hour or so, try Monte Rei or Palmares, both
ranked in the top 10 courses in Portugal. Don’t want to travel that far? The 3 highly acclaimed courses at Quinta do Lago and the Royal and Ocean courses at Vale do Lobo are just a stone’s throw away from Vilamoura and are a fantastic addition to any golfing break. PRACTICE FACILITIES The courses at Vilamoura are ideal for a coaching break. The facilities at Quinta do Lago in particular are world class, and Golfbreaks can reserve private areas for your group, as well as unlimited range balls in your package. GETTING THERE Flights to Faro Airport (FAO) are readily available from almost all major UK airports, and are very reasonably priced. A short 30-minute transfer and you are in the heart
Quinta do Lago boasts 3 first class courses, a must play when in Vilamoura Dom Pedro Victoria plays host to the Portuguese Masters in October
Dom Pedro Marina Hotel offers excellent value for money
of Vilamoura, ready to enjoy your break with your members. WHEN TO TRAVEL The most popular months to travel to The Algarve are March, April, September and October, where temperatures will have cooled to an average of 22 degrees. Why not travel in October, when Golfbreaks are sponsoring the European Tour’s Portugal Masters, and can offer many extras to your clients around the event. PRO PACKAGE • 3 Nights Bed & Breakfast at Dom Pedro Vilamoura • 3 Rounds of Golf (Millennium, Pinhal, and Laguna) • Pro goes FREE with 7 amateurs • From £385pp (based on October 2020 travel)
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
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B U S I N E S S T RAV E L
Meet
The Golfbreaks team The people behind creating your perfect pro travel experience
A
s a PGA Principle Partner, and with a dedicated Pro Travel team on hand to guide you every step of the way, Golfbreaks is committed to working alongside golf professionals and looking after your golf travel needs. With over 20 years’ experience in the industry, and extensive partnerships, we are perfectly positioned to create bespoke packages for you and your members as well as offering the best value and a 5% commission to PGA Members. Take a look below to find out more about the dedicated Pro Travel team at Golfbreaks, and make sure you get in touch to discuss to your next break away and find out how we can help.
Ben Foster
James Martin
Head of Pro Travel
Business Development Manager – South UK
M: 07471 034 852 E: bfoster@golfbreaks.com
Golf has always been a big part of my life, and after turning pro 16 years ago in 2003, my career in the golf industry began. At Golfbreaks, we work very closely with a number of the world’s top golfing venues to create the best packages for PGA Professionals and our dedicated team work very hard to ensure we deliver the best possible value and service.
M: 07849 083 479 E: jrmartin@golfbreaks.com
Covering the south of the UK, I work purely with PGA Professionals and their clients building bespoke and varied golf holidays across a huge variety of venues. There are endless possibilities in the golf travel world, and I enjoy finding the perfect destinations and package for clients.
Joe Bowrey Senior Travel Consultant – Head Office, Windsor T: 01753 752 880 E: jbowrey@golfbreaks.com
I have been involved in the golf industry for 15 years in varying capacities and qualified as a PGA Professional while based at The Belfry in 2009. I feel that I am in an ideal position to help create and facilitate golf breaks for PGA Professionals, working closely with the venues to design packages that are tailor-made for pro travel, whether it be a coaching break or a leisure break, we will have a package to suit all requirements.
Fraser Carr
Callum Kirby
Senior Business Development Manager – North UK, Scotland & Europe
Personal Travel Assistant – Head Office, Windsor
M: 07801 831 929 E: fcarr@golfbreaks.com
I visit PGA Professionals in Scotland, northern England and Ireland to discuss their travel needs face to face. I hope that my extensive experience in the golf industry can aid the PGA Professional in choosing the right destination and venue that suits their needs and create an unforgettable experience for their members.
T: 01753 752 880 E: ckirby@golfbreaks.com
My goal at Golfbreaks is to provide a first-class service, as well as offering my own knowledge, to ensure that golf pros and their clients have the best experience possible. From the moment the booking is made I will be on hand to help with any amendments and questions that you may have and to ensure your break runs seamlessly from start to finish.
To discuss your next break or to arrange a visit from one of the team, get in touch direct or call 01753 752 880 or email pga@golfbreaks.com @Golfbreaks_Pro @golfbreaks_pro_travel
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A D V E R T O R I A L
Your private golf villas in Tuscany The Argentario Golf Resort & Spa, host venue of the UK final of the SkyCaddie PGA Pro-Captain Challenge from October 27-31, has a collection of luxury villas that are available to rent for an indulgent golf holiday in Italy.
Located between Tuscany’s rolling hills and the crystal-clear waters of the Silver Coast, the luxurious property has joined the PGA’s growing list of exceptional branded resorts as the ‘PGA National Italy’ and is home to an eco-friendly golf course (BioAgriCert certification) that meanders through cork-oak woods and olive groves.
Outside terrace at Maremma Cottage
The five holiday villas are nestled in panoramic hills along the golf course, yet they enjoy complete privacy. They feature unique design items curated by Milan-based interior designer Andrea Fogli, hot tubs, private decked terraces or peaceful olive tree gardens. While Argentario Golf Villas offer guests privacy and independence, all villa guests have open access to the nearby design hotel just 200 metres away, and all of its state-of-the-art facilities, as well as all the activities on offer at the resort for the entire length of their stay.
Cool, comfortable interiors at Hills Lodge
When tired of cooking, guests can enjoy gourmet meals created by local chef Emiliano Lombardelli in the stylish Dama Dama Restaurant. For a less formal dining experience, the Club House Restaurant, overlooking the 18th green of the golf course, serves healthy, authentic Tuscan dishes. For those looking to fully relax and unwind, Argentario’s extensive Espace Wellness Centre is the ideal retreat. It includes a fitness centre with Technogym equipment, biosauna with chromotherapy, Kneipp circuit, heated indoor swimming pool with saline water and seasonal outdoor pools. Anytime access to the par-71, 6,218-metre golf course that weaves in and out of cork-oak woods, natural Mediterranean vegetation and an ancient olive grove, provides the opportunity for golfers to enjoy some challenging holiday golf with spectacular views over the resort and its surrounds.
Contemporary style at Hills Lodge
Argentario Golf Resort & Spa is easily accessed from Rome Fiumicino Airport by car in just an hour, and day trips can be organised to nearby art cities like Rome, Florence and Siena. Maremma Cottage bedroom overlooking olive trees
Panoramic views from the hot tub at Maremma Cottage
Maremma Cottage’s smart lounge area leads out to the terrace
Visit www.argentarioresort.com
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O F F E R S T RAV E L
Special PGA/Golfbreaks.com International Pro-Am offer Golfbreaks.com International Pro-Am Aphrodite Hills Resort 5★ Paphos, Cyprus 5th–9th February 2020
T
o celebrate our 10th successful year of Golf Pro Travel, Golfbreaks.com is heading to the warm and sunny Paphos coastline in Cyprus for a mouthwatering line up of first-class golf at PGA National Cyprus, Aphrodite Hills and the fantastic Nick Faldo designed Elea Golf Club for our 2020 International Pro-Am. With an £8,000 prize pot to compete for, three rounds of competitive golf, and luxurious 5★ accommodation, we anticipate spaces to sell quickly, especially as Pros Go FREE with a team of three amateurs!
PACKAGE: • 4 nights bed & breakfast at Aphrodite Hills Hotel 5★ • 3 rounds of tournament golf – 2 x PGA National Cyprus, Aphrodite Hills and 1 x Elea GC • Welcome dinner, including drinks, in the clubhouse at Aphrodite Hills • Prize presentation dinner, including drinks at Pithari Tavern, Aphrodite Hills • £8,000 Professional prize fund (based on 20 teams) • Excellent amateur prizes • Buggies included at Aphrodite Hills • Range balls provided at each club for pre-round warm up • Welcome goody bag from Golfbreaks • Officiated by PGA Tournament staff PRICE: • Amateur: £949 based on twin room • Professional: FREE with a team of three amateurs To make sure you don’t miss out, contact the Pro Travel team today Call 01753 752 880 or email golfpro@golfbreaks.com More information can be found on our website at www.golfbreaks.com/aphrodite-hills-pro-am
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
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COACHING T H E O RY
Take a look at yourself Whether you are looking to develop your coaching expertise, or are wanting to help someone in your team grow, having an appreciation of how to ask yourself, or someone else, questions that stimulate growth, has proven to be a critical factor in becoming more expert
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knowledge (the learner). That is not learning, because it does not necessarily change the learner's behaviour.
‘‘
Ten years of coaching without reflection is simply one year of coaching repeated ten times
‘‘
T
he quote on this page reflects a belief that gaining experience of coaching, or any other activity, is only part of the equation which helps someone develop more expertise in their role. Time spent coaching, along with many other activities (e.g. reading a book, watching someone on YouTube, attending a seminar, talking with other Professionals, etc.) can act as catalysts for improving your coaching, and growing your level of expertise. Some Professionals have the ability to avail themselves of every learning opportunity; others find it difficult to change their behaviour under any circumstances. So, what is the difference between maximising learning opportunities and missing them completely? People tend to assume learning will take place when certain skills and knowledge are seen to be passed from one person with ‘the knowledge’ (the teacher/ coach/expert) to another one who does not have the
Gilbert & Trudel, 2006 Self-reflection (part of Reflective Practice) is a learning tool that allows someone to take responsibility for their own development. It is a key skill, that once mastered can maximise the learning potential in any situation. Self-reflection can help you keep learning throughout a lifetime of coaching.
Self-reflection might be thought of as ‘an action of thinking about something’. However, it is much deeper than that. We would not generally reflect on a task which is second nature; picking up a pen, or something of similar fashion, but where something unique or unexplained happens, the act of reflection helps us work through complex matters. It might cause us to rearrange preconceived ideas or knowledge in order to gain a new insight which helps develop our understanding of a particular activity or area. Reflection can be categorised as either 'reflecting in action', 'reflecting on action' or 'retrospective reflection on action'. This article is too short to go into detail on each of these, and will focus primarily on ‘reflecting on action’ – for more information, see the links at the end of the article. Reflecting on action is typically thought of as something that happens at the end of a session, where the coach might reflect on September 2019
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T H E O RY COAC H I NG
1
What went well and why? • What you were trying to achieve? • How effective were your actions in achieving this end? • Describe what went well and consider why it went well – what did you do that enabled it to go so well? • Consider not only the player and their outcomes, but also what you did well as the coach and consider why you chose that particular approach? • What sources of knowledge/information influenced your actions? The PGA Professional
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• Examine your motivation for your actions. • What aspects of your current coaching practice did you feel were positively reinforced by what happened? • How did this make you feel?
2
What did not go according to plan and why? • What you were trying to achieve? • How effective were your actions in achieving this end? • Describe what did not go well and consider why it did not go so well – what did you do that might have contributed to this not working out? • Consider not only the things that the player did that didn’t go so well, but also what you did as the coach that might have influenced the outcomes.
‘‘
Within the PGA training programme, assistants are introduced to reflective cycles, and during assessment ... [they] are tasked with writing reflective notes
‘‘
what happened during the course of the session and play out different scenarios from which they may have chosen to develop the session in different way. Some individuals will document this process, others will take time to sit and contemplate things in their mind. The main thing to do is to take time to allow thinking to happen. The individual must be willing to look closely at the way in which they coach and the way in which they deal with situations that arise during a coaching session. Only with a willingness to learn more about themselves, and the desire to be more effective as a coach, will a person begin to address the process of reflection as a way of learning more about themselves and their actions. Within the PGA training programme, assistants are introduced to reflective cycles, such as the one proposed by Gibbs* and during the assessment of the Level 2 Coaching qualification assistants are tasked with writing reflective notes on six sessions they deliver over the course of the qualification. For the purposes of this article, I wish to share with you some of the prompts that support the process of ‘reflecting on action’, which should help you achieve a deeper level of reflection. This means acknowledging that there may be more than one way to get the job done, as well as why you chose a certain strategy to do whatever it was you did. So, consider a session you recently ran, and use this five-step process to answer the following key questions:
• What sources of knowledge/information influenced your actions? • Examine your motivation for your actions. • What aspects of your current coaching practice did you feel were challenged by what happened? • How did this make you feel?
3
Did you receive feedback from others with regards to the activity? • Were there any comments made that on reflection might help you to take further learning from the session? • This may include both positive and negative comments. • How did this make you feel?
4
Is there anything you would do differently next time? • Considering all the comments above, what does this mean for future sessions? • Could you have dealt with the tasks in a different way? • What other options did you have? • Have you identified any skills and/or knowledge gaps relating to your coaching practice? • How might you adapt your coaching style? • Do your coaching methods need to change when faced with a similar challenge in the future?
5
Action plan – How will you improve your performance for next time? • In order to do things better, or differently, what knowledge or skills do you need to develop? • What additional information might you need to learn about to improve your performance as a coach? • How do you intend to address these areas for improvement? • How will you change your future actions in the light of this and past experience? SUMMARY Self-reflection is a process by which individuals can analyse their own practice, evaluate it, and plan to improve it. Everyone can develop the skills to do it, and as you gain more experiences, more knowledge and understanding of the subject area, so the possibilities to improve through self-reflection grow. So, whether it is trying to improve what you do, or help someone else achieve greater things, please consider the five-step process and use this often-underused tool to grow your expertise and increase your effectiveness as a coach, and consider implementing it more widely across your business. *If you want to know more on the definitions on reflective practice, download the information at http://www.pga.info/ media/1203825/reflectivepractice.pdf 49
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B U S I N E S S COAC H I NG
Being your own coach PGA Advanced Fellow Professional Shane O’Grady has been the head professional at Black Bush Golf Club in Ireland since 1994. Over the past 20 years, he has been a Golfing Union of Ireland Leinster coach and has also worked with many European Tour and LET players. When you first decided to focus
amateur player from Cavan, having just lost
on coaching as a business and
the final of Irish Close Championship to Rory
career choice, what were your
McIlroy in Westport. Eddie and Declan were
main goals?
friends and Eddie advised him to bring his
I enjoyed introducing young people to the
daughters to me and we hit it off straight away.
game as much as I enjoyed improving high
After that they came to see me every two weeks
and mid handicappers, helping them to win
for years. I have seen them progress from 18
competitions, but most importantly to have
handicappers to becoming very successful elite
a good time playing the game. That is why
amateurs, winning many titles and playing on
I still like teaching, seeing the improvement average golfer, or someone just starting off in a ‘Get into Golf’ programme. To be honest, I probably enjoy coaching beginners the most, watching them get the basics right and hit it in the air for the first time, and a year later seeing them with a handicap and winning a prize. What had been the most beneficial personal development experience to you and why? In the early 2000’s, I attended a course on NLP delivered by Jamie Edwards. Those ten days spent in Manchester was the
‘‘
With today’s technology, some people feel that using a Trackman makes them a top coach and they neglect the basics.
‘‘
in a golfer, whether it’s a tour player, an
a collegiate team at Duke. Now Leona and Lisa PGA Advanced Professional Shane O’Grady with Lisa and Leona Maguire
are just beginning their professional careers. Leona is currently fourth on the Symetra Tour Order of Merit and looks certain to earn her LPGA Tour card for next year. What tips would you give new coaches who are trying to establish their coaching business? Not to follow the crowd. Today with all the new technology available, some people feel that using a Trackman makes them a top coach and they neglect the basics. They do not invest the time to develop their craft, to learn from the journeys of their students, from beginner to
most influential thing I have ever done to
This approach really changed my coaching
handicap golfer. I think you’ve got to start with
understand human traits and behaviours. It
business. It allowed me to offer a better
the kids in your club, even while still training
has helped me understand the people I deal
service, which, in turn, attracted a lot more
as an assistant, and put your energy into
with, to understand their personalities and
people, even though I was charging more than
coaching them. The experience of developing a
what I need to do to effectively deliver my
other coaches. I attracted more committed
competitive junior is invaluable. Also, this will
instruction. As a result, I feel I can teach any
students, and I was able to spend more time
help to build up your own network of students
personality type by adjusting myself to them.
with them and really understand what they
through referrals and is much more effective
expected and wanted from me as a coach.
than advertising.
What has been your greatest
Not only were my students happy with this
I would strongly urge young coaches not to
challenge as a coach and how did
approach to tuition, but they were happy to
offer this for nothing, as free coaching is rarely
you overcome it?
tell others about my coaching, which led to
appreciated. Work out some sort of system,
As my coaching business grew, I found the
more repeat business and referrals.
where students are rewarded if they reach a
standard half-hour lesson too short to provide
goal. For example, if the student manages to
my students with the best possible service.
What has been your greatest
reduce the handicap by x number of shots, he
After attending a world teaching conference
coaching success story?
or she gets back 50% of what they have spent
in the US in 2002, I decided to extend my
Obviously, my highest profile students are
on lessons in the past year in the form of a
standard lesson time to one hour. At the
Lisa and Leona Maguire. Their father, Declan,
voucher. Something like that creates a buzz in
time, the only other person doing this in
brought them to me when they were ten
the club as well and the parents appreciate it as
Ireland was Wayne Westner and after he left
years old. At the time I was coaching Eddie
it encourages the kids to develop a work ethic
shortly after, I was the only one doing it.
McCormack, who was a very successful
to reach their goals.
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A D V E R T O R I A L
BMW Group are delighted to continue our proud support of The PGA, offering members unique offers on our complete range of vehicles.
The PGA Affinity Scheme from BMW Group offers members
MINI have also announced the release of the new MINI John
and their immediate family exclusive discounts on new
Cooper Works Clubman, which is by some measure the most
BMW and MINI models, as well as BMW Motorrad Bikes and
powerful model in the brand’s 60-year history. Accentuating
the growing range of BMW i vehicles and Plug-In Hybrids.
just how far MINI has come since its first debut in 1959.
Discount levels vary between models, however members can expect a consistent offering and a luxury standard of service.
ABOUT THE SCHEME
WHAT’S NEW AT BMW THIS YEAR?
The PGA Affinity Scheme is available direct from BMW Group through the dedicated PGA Sales team. The team will be able
2019 has proved to be another exciting year for the BMW
to assist you with every aspect of your new car purchase,
Group, with the introduction of the first ever BMW X7
offering an excellent level of customer service and support.
providing a new echelon of driving pleasure. This year has also seen the launch of the updated BMW 3 Series, 7 Series
The programme recognises that there are personal
and Z4. Most recently, BMW have announced the launch
preferences where purchasing options are concerned. They
of the new BMW 1 Series, which continues to redefine the
understand the importance of finding a vehicle that’s perfect
expectations of the compact car class; blending together a
for you, which is why BMW go beyond the drive to pass on
perfect combination of power, utility, and connectivity.
their expert knowledge to help you buy the right car within your budget.
Within the world of electric, BMW have unveiled the new BMW i3 120Ah and i3s 120Ah offering an increased all-
Discover the broad range of models available, there is an
electric range, and allowing you to enjoy even more freedom
option to suit every need and the BMW team is on hand to
on your electric adventures. While the BMW iPerformance
help you find your perfect vehicle.
range now extends to include seven hybrid models, from the BMW X5 45e to the BMW 745e Saloon. The new MINI Electric
For more information on the BMW PGA Affinity Scheme,
is also now available to pre-order in the UK.
please call the PGA Sales Team on 0370 700 5215, email at mail@bmw-issd.co.uk or visit www.bmwpgasales.co.uk.
Speaking of which, it’s a big year for MINI – which turned 60 years young in 2019. To mark this occasion BMW Group have
To stay up-to-date with the latest news, please follow
released a special 60 Years Edition. The car is a celebration
BMW ISSD on LinkedIn.
of everything that makes MINI, MINI. From the unique go-kart handling, to the ever-recognisable design, all finished in a new, limited version of British Racing Green.
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YO U R B R A N D PER S O N A L DEV ELO PM ENT
Personal branding – how it can go wrong Antje Derks highlights some common mistakes to avoid
A
s we know, your personal brand can help grow your business, spread your message and build relationships with clients – new, old and potential. Well, it can when it’s done right. However, this is not always the case. Your personal brand can, in fact, do exactly the opposite – it can work against you. Branding has the power to make you thrive and become admired and successful – but unfortunately, not all brands are created equal. If your brand comes across as generic, halfhearted or disingenuous it will turn people off and you’ll find them really unwilling to return. Not what you want, I’m guessing. In short, your industry doesn’t need another boringly generic personal brand – it needs you – your uniqueness is what makes your brand exciting. In this article, I will examine some of the most common mistakes that may see the shine fade from your brand and your business. STAND OUT Firstly, is your brand too generic? You need to be honest with yourself here. Is your marketing too clichéd? Most personal branding tips do tend to be generic – they are there to start your own creative process on telling your own story and making an impression. The whole point of the exercise is to stand out – head and shoulders above your competition and show off your authenticity. You can’t stand out by presenting yourself in the same way as other golf professionals. OVER-EXPOSURE Building a personal brand will obviously require a fair amount of self-promotion. But, if you’re an endless self-promoter – especially online – you’ll have a hard time gaining much of an audience. Too much self-promotion, and you’ll be just another bland voice lost in cyberspace. Some experts recommend that
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you only use 10 per cent of your posts to selfpromote. With the rest of your time, highlight interesting facts or industry news through social media and blogging, while still sharing your perspective. KEEP IT REAL Authenticity is our next watch word. Are you being genuine and authentic? No one wants to talk to someone who isn’t being real. You need to ask yourself whether you are focusing too much on other people – clients, customers and suppliers – that you are losing all sense of yourself. Some small businesses get so caught up in marketing strategies that focus on the client and what they think they want, that the personal brand on which their business relies gets lost. Identify who you are at your best as well as the advantages you have that can be highlighted as your greatest asset. If you remember those core qualities and build your brand around those, you will never be seen to be inauthentic. Authenticity comes from consistency. It’s easy to think you should change your voice and mindset to match different situations. Here’s the problem: that makes you seem inauthentic. Don’t be one person on Facebook and a whole different person in a live conversation. People want a clear, consistent sense of who you are. Are you confusing your personal branding with your CV or logo? If you are, then stop that immediately! Your personal brand is NOT the same as your marketing strategy or your CV. It is not your blog or website – it should come from within you – from your personality. It’s the living, breathing part of you and what you do should align 100% with who you are.
dangerous. Basic personal branding is a good start to a career. But after a certain point, you outgrow where you started. The basics become too basic. Don’t get stuck. As your income rises, so should people’s perception of your brand. You need to keep evolving your personal brand as your circumstances change – but make sure you stay true to your core qualities and remain authentic. SOCIALLY IRRESPONSIBLE Lastly, dodgy social media habits are a complete no-no. These days, social media is a key part of building your personal brand. But, if you’ve spent any time on the internet, you know just how easy it can be to get sidetracked in a controversial debate. It’s better to stay away from these touchy subjects and don’t get involved. One momentary lapse on the keyboard might be very hard to undo. Keep it professional at all times – if you’re not sure, don’t post or engage. And don’t forget – once you know who you are at your best, you can be authentic and exciting – your clients, customers and potential new bookings don’t want the fake, manufactured version of you – they want the real you, with all your ideas, passion and – dare I say it – quirks.
EVOLVE Stagnation of your brand is also 53
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I N T E RV I E W PER S O N A L DEV ELO PM ENT
Q&A Use all you know Jonathan Yarwood is an elite development coach with over 24 years’ experience at the highest level of golf. He has had great success at both ends of the spectrum of golf, including coaching Michael Campbell to the 2005 US Open. Jonathan is currently the Director of Golf at the International Junior Golf Academy in Hilton Head, South Carolina, USA
How are you able to adapt your
How did you get into golf?
simple fashion to bring about the most change?
coaching style to different age groups and levels of the game? I teach many different styles to many different players or groups. Your choice of vocabulary is very important. I never speak ‘coach speak’ to a player. Yes, I gain knowledge and if I am talking to a fellow coach I will use technical language, occasionally with well-versed students too. But with an average student, I look at myself as the conduit from that pool of information. How can I best communicate in a
I am originally from a non-golfing family and grew up on a council estate in Skegness.
On tour, believe it or not, many players like Jonathan Yarwood: simple communication is key
One of the kids stole a Ben Hogan Speed Slot
it ultra simple. So, being adaptable in your vocabulary is very important. Having a clear
4-wood one day. We dug a hole in either end
Academy. How did that experience
understanding of true cause and effect is also
of the local football field and used to hit balls
shape your career?
key. If you can play detective and figure out
that we found in the dykes from one end to
I took Helen on as my lone student as a
what causes what, then you can create simple
the other. I only owned an old bike, but I
professional player. She won an LPGA
solutions that improve the chain.
used it to go everywhere. For some reason, I
event. We used to go over to Lake Nona
swapped my bike for that club!
in the winter, which was the HQ of David
A great coach doesn’t show all they know, they use all they know without showing it.
Leadbetter. Some time before, I wrote down Who gave you your first golf
how I thought the swing worked in a Filofax.
What do you most enjoy about
lesson?
I drew stick models and notes for each stage.
your job?
David Jones, the Assistant Professional at
Some time later, David came out with his
Making a difference in the lives of others using
North Shore in Skegness. I used to sneak on
book, The Golf Swing, and it matched pretty
a skill I have honed over many years and after
the course at night, then they started giving
much what I thought.
watching millions of golf balls.
cheap and even free lessons. I loved it. They
At the time David was the trailblazer in
did a deal on cheap junior memberships of
coaching. I got to help him and he really took
What’s the best bit of advice
around £25, so I joined.
me under his wing. I got to see my hero players
you’ve received?
of the time and I really was in heaven.
Focus on getting good, the rest takes care
What has your career path been as
of itself.
a PGA Member?
What were your reasons for
I was fortunate, as my local PGA Professional
wanting to coach in America?
What does being a PGA Master
was a well-known teacher, Mal Tongue, and
As with many things, I just fell into it really.
Professional mean to you?
Helen Dobson was one of his pupils and
It wasn’t planned. I went to work at IMG
It was a huge honour to be awarded the
they did well together. I got into using video
academies for what was supposed to be six
PGA Master Professional title at The Open
technology way before it was cool. Indeed,
months and ended up staying there ten years.
Championship in 2011. Definitely a career
when I started teaching it was not really a
Coaching is taken seriously in America, it’s
highlight. I hope I can serve as an inspiration
respected thing to do as a PGA Professional.
seen as a proper job and career.
to others. You do not need to come from a
But I really got into it. The more I searched, the more I needed answers.
The population grows up with coaches in
position of privilege to succeed.
everything, so as a result you can earn more and have more respect. Also, the weather is
What would you have done if you
You learned from one of the best
great and the American people are really nice
hadn’t been a PGA Professional?
at the David Leadbetter Golf
and friendly.
Selling ice creams on Skegness sea front?
The PGA Professional
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CLU B MA NAG E M E NT M A R K E T I N G
Running a successful marketing committee The biggest hurdle to delivering consistent and effective marketing within a golf club is not the lack of ideas, but the lack of time and resources. For a plan to happen, someone must be responsible for it. This month we look at how to make marketing ‘happen’
W
hile more and more clubs are appointing a marketing manager, for many the function still falls to a volunteer committee – and often the PGA Professional forms part of the group. But running a successful marketing committee has its pitfalls, especially when relying on volunteers. If you are a member of the committee at your club, or have any role in implementing marketing, then follow the top tips below.
DEFINE ROLES IN ADVANCE There is rarely a queue of people waiting to step on to any committee, and, for the marketing committee, the problem is even more acute. On a greens, house or social committee, for example, in many cases they plan the work and then bring in staff or professionals to implement it. On a marketing committee there is often no one to implement, so it gets left to those around the table. Therefore, the benchmark for recruiting a marketing committee is often will 56
they do it, rather than can they. Defining job roles first will at least give you a fighting chance of recruiting the right people. The committee chair should take the lead in defining these roles and finding recruits. RECRUITING EXPERTS The other issue is that too often the committee members are on there because no one else will do it, and not because they have the right skills. That is a
dangerous combination, as it can lead to well-meaning amateurs making very public mistakes, wasting time, money, resources and quickly losing confidence. If you have defined the roles properly it becomes much easier to recruit volunteers. Instead of vaguely searching for marketing people to join a non-structured committee, you are now filling against specific job requirements, e.g. social media management.
‘‘
Defining job roles first will at least give you a fighting chance of recruiting the right people
‘‘
HAVE A STRATEGY If people don’t know what they are meant to be doing, how will they ever work effectively? Define your general marketing strategy before you even begin to recruit volunteers. Get a basic understanding of which direction you and the club want to go in and what your immediate targets are.
September 2019
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M A R K E T I N G C LU B M A N AG EM ENT
‘‘
Nothing discourages volunteers more than a disorganised committee. Make sure the chairman creates a clear process for getting things done
‘‘
Make sure the committee chairman creates a clear process for getting things done. Meet monthly to define strategy and then delegate tasks to each member of the committee. Use a project management system you can all share. Set a tone of action for your committee with clear deadlines and follow up.
Committee goals: If people know what they are meant to be doing, they will work more effectively
If people understand why they are being recruited, and what skills they are being asked to share, it will help them better understand what you will need them to do. The best marketing committee recruits are often professionals with full-time marketing jobs. They can often be persuaded to give something ‘back’, but make sure they understand you have a well-structured brief, so they know you won’t be wasting their time. CREATE A STRUCTURE FOR GETTING THINGS DONE There is a lot of chatting at marketing committee meetings, but sometimes not a lot of action. Nothing discourages volunteers more than a disorganised committee. The PGA Professional
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INSIST ON HAVING A REAL BUDGET A marketing committee will feel undervalued if they don’t believe they are being taken seriously. They can’t do everything for free, so they will need a simple budget. A great marketing committee can accomplish great things with a limited budget, but don’t under invest or ignore it completely. If the club is reluctant to give you a budget for the year, then break it down campaign by campaign. Deliver one well and then move onto the next. INVEST IN THE RIGHT TOOLS Consider investment in the right tools to make your committee’s life easier. A great website, an email campaign system, a proper data collection process. There are so many tools out in the marketplace, some of which you will already be using in your own promotion. Some are free. MEASURE RESULTS There will be scrutiny on the committee and its results – especially if they have been given money to spend – so you need to put a proper measurement process in place. Keep the lines of communication open between the marketing committee and the Board, as well as other committees. Remember to give positive feedback, and not just the negative view of certain members or doubters on the main committee.
Every month review what has been achieved the previous month, what results it has produced within the business, and make a record of each of the successes and the failures. There will be other marketing committees following you and your learning will prove invaluable. CONSIDER HIRING A PROFESSIONAL While some marketing committees are very effective, it is unrealistic to believe that such an important business function can be delivered for nothing year after year. There is a lot of ‘grunt work’ associated with marketing. Many times, a group of marketing enthusiasts have got to a good start, but then the enthusiasm starts to wane as month after month they must tackle new projects. More and more golf clubs are reaching out to professionals to do the job or turning to their PGA Professional to implement much of the activity. They need to be paid for their efforts, and when a golf club says they can’t afford it, you need to consider whether you can afford not to. Some marketing managers will work on commissionm but this has to be fair to both sides and properly managed. Some PGA Professionals have successfully negotiated commission on many areas of the business. Green fees and membership sales are top of the list. Marketing is one of the areas a golf club can really make a difference to the business. However, if you are spotting that a marketing committee is well meaning, but little gets done, then try the approach above. It will make all the difference.
Key points ✓ Have a strategy ✓ Define roles ✓ Allocate a budget ✓ Invest in promotional tools ✓ Review and measure results ✓ Set up a structure to get things done
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A D V E R T O R I A L
What can Golfplan do for you?
Golf can be a hazardous game. Weekly, on tours around the world, spectators and players alike face dangers every time they visit a golfing venue. Find out how to protect yourself and your Golf Business today.
Alex Kotlarzewski Golfplan – PGA Professional turned golf insurance expert tells us more: Golfplan have been around for over 30 years, and most PGA members are aware of the brand. As a member myself, it is my responsibility to bridge the gap between the Golf and Insurance industries, highlighting all the areas where we can protect PGA members, their businesses and their members. As our PGA Partnership has continued to develop over the years, so has the golfing industry. As the industry has developed, so have Golfplan products and services. Now we can offer added services and benefits for PGA members – not only offering individual protection in a golfing capacity for when you play or practise, including equipment, but adding additional revenue streams by integrating specific tailored policies for your business or facility where you work. PGA MEMBERS 40% OFF As a PGA members benefit, we can offer a 40% discount on individual Golfplan policies. As we are liable now in golf if we hit someone or something, it is important to protect ourselves whilst we play or practise golf. For many years, we were all under the impression that calling fore was enough if we hit an errant shot. However, now that the liability has been found to lie with the person who struck the shot, we should all take the necessary steps to stop an errant shot turning into a financial disaster – with over £400,000 in damages being granted to the injured party in one historic case. Call today on 01527 868 160 and quote your membership number to access this great deal. All Golfplan policies cover all golf facilities worldwide as standard, so no matter where you find yourself playing or practising golf, you will be protected if you hit someone or something, with a golf club, golf ball or golf buggy.
PGA MEMBER INTRODUCERS PGA Members can become introducers. By continuing the PGA Partnership, we see the value of PGA members introducing Golfplan to their members or visitors by the use of a four-digit promotional code. Any individual policies that are taken out using this code will generate £20 commission. If you would like to set yourself up as an introducer at your facility or if you are an introducer already and need new promotional material, then please contact Alex to set this up today on 01527 868 160 or at: alex.kotlarzewski@golfplan.co.uk CLUB MEMBERSHIP POLICY Golf Club Professionals can also recommend our brand new Golfplan Club Membership Policy. These policies can be offered directly as a members benefit, and, as the Club Professional, you can offer the service to replace your member’s equipment that are covered for loss, theft or damage. As a group policy, members get a great level of cover at a fantastic reduced premium as a members benefit. The Golf Club can add value to help recruitment or retention of members and protect themselves against loss of revenue from membership fees through injury or ill health. PRO SHOP POLICIES Golfplan can offer fantastic bespoke Pro Shop Policies utilising a panel of specialist golf insurers. These policies are designed to include PL cover, Equipment and Apparel, Specialist Teaching Equipment including Swing Rooms and Simulators. Call and speak to our specialist teams.
from A-Plan Insurance
Call today and speak with fellow members to help guide you through all of your golf insurance needs and find out how you can protect yourself and your business through Golfplan. Tel: 01527 868 160 www.golfplan.co.uk Golfplan is a trading name of A-Plan Holdings who are authorised and regulated by the Financial Conduct Authority. Registered Office: 2 Des Roches Square, Witney, OX28 4LE. Registration Number 750484
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September 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 PGA
Whether you are looking for a new laptop for work or a new washing machine, PGA Benefits is here to save you money
This month’s highlights include Get up to 10% off with Apple The PGA members get preferential rates on the world’s leading tech innovator and it’s exquisite range of products including iPhone, iPad, Mac, Apple Watch and Apple TV*.
Reward Mobile Reward Mobile are a multi-award winning, premier partner of EE, offering members discounts on the latest mobile phones, tablets and EE Home Broadband. As a member of Reward Mobile, you can save on average, 26% over the lifetime of your contract on the latest phones, compared to EE direct*. Which means, you can make big savings and still be part of the UK’s number one network for the past five years in a row! The EE network comes with additional benefits, such as, six months Apple Music, BT Sport and Data Gifting. Plus, members can also extend these offers for up to five family and friends, which means the whole family can save.
Public liability insurance Cover is included in your subscription fee (if you are resident and working in the EU). 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 Please reply to the email sent on the 16th August to ensure continuation of your insurance cover
VAT advice For support with golf-related VAT issues, contact Stephen Phillips on 01675 470 333 or: stephen.phillips@pga.org.uk.
PAYE/National Insurance advice BDO LLP offer a free helpline to members. Contact Michael Hepburn on 0131 347 0355 or: michael.hepburn@bdo.co.uk
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.
Hotpoint Privilege Purchase Club Take advantage of the Privilege Purchase Club and its exclusive members-only pricing. Choose from over 850 different products which include great brands including KitchenAid, Whirlpool, Hotpoint and Indesit. All appliances have already been pre-discounted from washing machines, fridge freezers and dishwashers etc. All prices include FREE UK delivery*.
Limited time offer: Brand new discount card and app TOTUM PRO is a new discount card and app for professional learners and members of The PGA. This discount card and app will give you access to great discounts on food, fashion, technology and great days/nights out. For a limited time only, The PGA members are offering the new card at a discounted rate of £14.99, (saving you £5.00) for a 15 month membership. This offer expires on Monday 16th September, so get your card today
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.
To access these offers and many more log in to PGA Benefits via www.pga.info/members For more information log on to PGA Benefits via www.pga.info/members *Terms and conditions apply to all benefits. Offers correct at time of printing. See website for details. Offers subject to change without notice. Apple – Annual purchase limits apply. Discounts are subject to availability. For the latest offers visit the Apple EPP store. Reward Mobile – Savings compared to EE direct. Savings calculated over the lifetime of the contract. Prices correct on 01.07.19. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.
The PGA Professional
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More Members’ benefits overleaf ! >> 59
P G A M EMBERS H IP YO U R B E N E F I T S Insight Healthcare
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 BENEFIT #1
Increase your green fee revenue BENEFIT #2
You pay less commission BENEFIT #3
You control the price BENEFIT #4
Bringing new golfers to you by providing an additional distribution channel BENEFIT #5
Works seamlessly with existing tee time booking systems BENEFIT #6
You don’t need an online booking system to benefit email: info@goplaygolf.co.uk for information
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To support Members that may be experiencing mental health difficulties, The PGA offers access to a 24/7 helpline service provided by Insight Healthcare. The helpline is manned by trained counsellors who are able to provide help and advice on any matter that is causing anxiety, concern or depression. The service is also available to close family and employees. If you feel you or someone close to you needs help, the number to call is 0333 000 2082.
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
SkyCaddie PGA Members save over £150 on the new SkyCaddie SX500, Golf’s ultimate rangefinder with its 5-inch full HD touchscreen and the ability to give distances to the pin. Email sales@skycaddiegps.co.uk or call 01844 296358 for more info.
SkyTrak Order an own use SkyTrak Launch Monitor and receive a free Metal Case and the 1st Year game improvement software saving nearly £250. Then become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee (about £600+ Vat) on your first sale and 20% fee on any future sales. Email sales@skycaddiegps.co.uk or call 01844 296358 for more info.
PowaKaddy Account holders personal use trolley at a discounted rate of 15% off trade price (non-account holders are eligible for trade price). Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.
Silverbug* Silverbug are IT experts who do things a little differently. We offer Members a free IT health check of your business; Up to three months free managed IT services when taking out a contract; Option to leave within the first three months if you change your mind. For more information contact us on 0207 078 3795, quoting PGA.
Birdietime Offering all Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues. To book your session, email us at info@birdietime.com Visit birdietimepro.com to learn more about our online booking and payment system.
September 2019
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YO U R B E N E F I T S PG A M EM B ER S H IP 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
First Data* Preferential rates to PGA Members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.
Smarter Golf Energy Solutions for golfers, by golfers – helping you use energy more efficiently and sustainably. We can help courses cut down on utility overheads and help individuals chip away at their home energy bills – all for the betterment of the sport. Visit https://smartergolfenergy.co.uk/
Virgin Atlantic Offering all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability). Discounted flights are available in all three cabins. Contact the Traveleads sports team at: pga@traveleads.net or 0113 242 2202 quoting your PGA membership number.
Golfplan* PGA Members can earn £20 commission from A-Plan Insurance for each client you introduce 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 at: info@golfplan.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 5% commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email pga@golfbreaks.com
LG Special offer on E Series OLED TV models with free delivery and five-year warranty. For our most up-to-date offers, visit www.pga.info/members, go to ‘My Benefits UK’ and select the ‘Shopping’ section
Staysure* To celebrate our sponsorship of the Staysure Tour, we’d like to offer your members and their families 20% off † travel insurance with Staysure. As a thank you for referring your members to us, we’ll send you £10± every time someone takes out a policy on your recommendation – plus for every 10 policies sold in 1 calendar month, we will give you an additional £100. For more details and to download your poster visit www.pga.info/members, go to ‘My Benefits UK’ and select the ‘Finance & Insurance’ and ‘Over 50s Travel Insurance’ section.
Aphrodite Hills 25% holiday residences discount for PGA Members on public rates with minimum stay of five nights, (seven night minimum during July and August). Valid for all apartments, junior villas and superior villa holiday bookings. Contact: reservations@aphroditehills.com quoting: PGA Professional 20% PGA Member discount on hotel package rates at www.aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional For pro coaching groups please check with PGA Travel Partners.
Antalya Golf Club Attractive, all-inclusive rates for you and your family at staying in Belek. For the Sirene Hotel, contact volkan.cavusoglu@sirene.com.tr For the Kempinski Hotel The Dome, contact erdinc.isbir@kempinski.com
Argentario Golf Resort & Spa 20% off the flexible rate†† published on www.argentariogolfresortspa.it including early check-in and late check-out; buffet breakfast; use of the wellness centre, driving range. Bespoke packages for PGA Members and clients. For availability and prices call +39 0564 810292 or email booking@ argentarioresort.it quoting PGA Member.
Slieve Russell Hotel 20% discount on B&B rates published on www.slieverussell.ie Contact the hotel on +353 49 952 6444 or email slieve.reservations@slieverussell.ie quoting membership number.
To take advantage of these and other fantastic deals visit the PGA Benefits site today via www.pga.info/members
For more information log on to PGA Benefits via www.pga.info/members †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. Offer ends 31 December 2019. ††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. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. *Only available to PGA Members in the UK. PGA Benefit web pages are managed and run by Parliament Hill Limited of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s website at https://fca.org.uk/register. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.
The PGA Professional
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A D V E R T O R I A L
PGA National Ireland – Don’t Slieve home without it With around 400 courses to choose from, Ireland deserves its reputation as a golfers’ paradise Boasting many of the world’s most famous venues, the Emerald Isle is rightly regarded as a top global golfing destination, so when a golf course is selected by the PGA to be the Irish bearer of its much sought-after brand, it’s time to sit up and take note. Situated 90 minutes from Dublin, and a two-hour drive from Belfast, Slieve Russell Hotel, Golf & Country Club became one of only a handful of facilities around the world to be endorsed by The PGA in May when it was branded as ‘PGA National Ireland’. Situated in the glorious setting of Ballyconnell in County Cavan, the resort’s impressive 222-bedroom, four-star hotel provides outstanding accommodation in a tranquil setting among stunning lakes and scenery. The venue also offers a haven of comfort and relaxation with its world-class spa, a state-of-the-art conference centre, and a range of indoor and outdoor leisure activities. Slieve Russell’s acclaimed 18-hole championship course has hosted two European Tour events and was home to the Irish PGA Championship in 1996. It also stages Ireland’s largest annual PGA pro-am, which this year was won by Colm Moriarty and attracted a host of top names from the sporting world, including ex-Ireland rugby star Stephen Ferris and Cheltenham Gold Cup-winning jockeys Mick Fitzgerald and Robbie Power. The natural landscape of West Cavan provides a stunning backdrop to the Paddy Merrigan design, described by many as one of the finest parkland courses in Ireland. It is accompanied by a nine-hole, par-three academy course and an adventure golf facility to inspire the next generation of young players.
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The layout’s clever design wraps attractively around the lakes and drumlins of the County Cavan landscape. A course of stunning quality, both from a visual and a playing perspective, the par-72 layout measures in excess of 7,000 yards from the back tees and is firmly established among Ireland’s top 50 courses. Opened in 1992, it presents a stern golfing challenge, although one that is regarded as strategic rather than punitive. The back nine contains some of the best holes in Ireland, with part of the 50 acres of water that make up the Slieve Russell estate playing an intricate part in the design. European Ryder Cup star and 2016 Open champion Henrik Stenson holds the course record of 65. Slieve Russell is also the home club of up-and-coming Irish golfing stars Lisa and Leona Maguire, both of whom turned professional in 2018 after stellar amateur careers that saw Leona twice ranked as the world’s number one amateur, and twin sister Lisa winning 15 amateur titles. Now in the professional ranks, the twins have never lost sight of where it all began for them and, as well as being official ambassadors for the club, they are regular return visitors to PGA National Ireland when their schedules allow.
The ideal place for an individual or group golfing break, PGA National Ireland is also the premier golf course within the Hidden Heartlands brand, making it the perfect base for a golfing tour of Ireland’s vibrant midlands region. slieverussell.ie
September 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 Rathsallagh Golf Club Rathsallagh is a beautiful Peter McEvoy and Christy O’Connor Jnr designed 18-hole championship golf course. Facilities include a large driving range, practice greens, and a clubhouse with a Professionals shop, changing rooms, bar, restaurant & function room with panoramic view of the course.
Perranporth Golf Club has stood the test of time, designed in 1927 by James Braid it is a true challenge of links golf. J Hamilton-Stutt (golf course architect) suggested, ‘the course is a rare and priceless heritage’. Perranporth Golf Club are looking for an enthusiastic and experienced PGA Professional with great interpersonal skills. The club has a swing room, a practice ground, a golf shop and is ideally placed to serve a range of golfers. Essential skills and experience: 1) effective and natural communicator 2) self motivated, creative and energetic 3) customer focused 4) experience of club repair and custom ftting clubs 5) experience of coaching at a range of levels, groups and individuals 6) experience of running a golf shop To apply please submit a cover letter and a current CV by post or email to ‘The General Manager’. All applications to be received by 17:00 on 20th September.
We wish to appoint a highly motivated PGA Professional, possessing excellent marketing, interpersonal and organisational skills, committed to providing excellent customer service. The successful candidate will have a passion for coaching, project a positive image and be able to work as part of a team. • • • • •
For further information about this amazing opportunity please contact Perranporth Golf Club. Email: secretary@perranporthgolfclub.co.uk Call: +44 (0) 1872 572454 Perranporth Golf Club, Budnic Hill, Perranporth, Cornwall, TR60AB
Main roles include: Operate a front of house service managing all golf activity including a well-stocked retail golf shop providing custom fit and repair facilities Provide members and visitors with a friendly, positive & 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 Working closely with the Club staff on strategies covering all aspects of golf operations including marketing and sales Act as an ambassador for the facility Further details available upon request. To apply, forward cover letter & Curriculum Vitae to Club Secretary Vera Brennan, vera@rathsallaghcountryclub.com
Hickleton Golf Club is located in open countryside in the heart of South Yorkshire between the towns of Doncaster, Barnsley and Rotherham. The club was founded in 1909 with the current 18 hole layout opening in 1976. The Club has an active playing membership of 450 adults and a healthy junior section. Hickleton Golf Club requires a PGA professional to manage a golf retail unit, practice facilities and to provide golfing services to the club. Applicants must have previous experience of working in, or managing a retail environment preferably within the golf industry. The successful candidate must be self motivated with excellent interpersonal and organisational skills. Effective communication and presentation skills are essential as the role requires working closely across all sections of the club, including visitors and societies. Key Responsibilities Include: • Maintaining the successful operation of a well stocked club shop. • Organising the club’s online booking facilities and being the main point of contact for visitors. • Acting as an ambassador for the club at all times. • Developing, organising and managing the Club’s practice facilities. • Organising buggy/trolley hire through the season. • Ensuring competition responsibilities are carried out on competition days, club, corporate, society and open days. • Developing a coaching and tuition model at the club, including the ability to identify up-sell/cross sell opportunities to maximise revenue for both the club and candidate. • To provide excellent customer service to members and visitors at all times.
If you would like to be considered for this position please send your CV demonstrating your suitability and experience to info@hickletongolfclub.co.uk OR contact us on 01709 896081. Closing Date 15th September The PGA Professional
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SI TUATIO NS VACANT re c r uit m en t @ p g a . o r g . u k West Lothian Golf Club An opportunity has arisen for the position of PGA Professional at West Lothian Golf Club, home of the Scottish Young Professional Championship for the last 10 years. The club, founded in 1892, is located between Bo’ness and Linlithgow, midway between Edinburgh and Glasgow. This is an exciting opportunity for a forward thinking, innovative PGA Professional with a desire to drive the club forward. The candidate must be a fully qualified PGA Professional. Required experience includes:• Operating a retail shop, providing excellent front of house customer service • Administering club competitions, including timesheet set up and management • Providing high-quality golf tuition to members and visitors • Promoting open & invitational events, and booking visiting parties to maximise the club’s revenue streams • Working closely with the management committee on all aspects of golf operations to promote and sustain the development of the club This is an excellent opportunity for candidates to have a long-term career at a club widely recognised as one of the best in the area. To apply or find out more about the role email: manager@westlothiangc.com Applications should include your CV and be marked “PGA Professional Application”. Closing date for applications is 13 September 2019.
PGA Professional & Custom Fit Specialist eGolf Megastore is the UAE’s largest golf retailer and Middle East distributor of TaylorMade, Honma, PXG, Cobra, Srixon, Cleveland & Puma. We’re seeking an enthusiastic, driven individual for the position of PGA Professional / Custom Fit Specialist. You will need to maintain customer service standards, generate sales, custom fit, manage inventory and attend fitting days. Package includes competitive tax-free salary, target based commissions and other benefits including medical and annual return flight home. Applicants should send their CV and covering letter to: careers@egolfoutlet.ae and can visit www.egolfmegastore.ae/careeropportunities for more info.
Applications close: 18/9/2019
Oxford Golf Club
An exciting opportunity has arisen for a dynamic, highly motivated, engaging individual who wants to learn and develop while working in a successful team. The role will involve retail, custom fitting and coaching responsibilities, in particular working closely with the Head Professional in developing Junior Golf. Due to the opening of our new short game academy in September a passion for the short game is important. The candidate must be flexible, working hours include weekends. PGA training support is provided by The Head Professional. Please email covering letter/ CV to joepepgolf@gmail.com
Strathaven Golf Club - Head Professional
Looking for PGA qualified or trainee assistant who is enthusiastic, reliable and works well in a team environment. The applicant will be responsible for delivering excellent service in Retail/Coaching and Golf Operations. Must be smartly presented and have the correct attitude to fit into a motivated team. The role will be for a minimum flexible 30 hours per week. Coaching is available outside these hours to increase earning potential. The role provides: Full training on retail, golf operations, coaching, custom fitting and repairs. Please email your CV and cover letter to jonathan.field@foremostgolf.com.
Gog Magog Golf Club Cambridge We are looking for a PGA Assistant Professional to join our highly motivated and busy team. This fabulous 36 hole facility boasts a large active membership, enviable practice facilities incl swing rooms, simulator, range and short game area. Successful applicant will be required to provide coaching, repairs, fitting ,shop work whilst enhancing the team and developing their excellent reputation through offering first class member experiences. Earning potential c 35-45k pa due to busy coaching diaries. Application via CV & covering letter to Head Professional Simon Harrison at harrygolfcoach@gmail.com by September 6th
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Applications are invited from PGA members for appointment as Head Professional at Strathaven Golf Club. It has a busy 18-hole course with 850 playing members. The Head Professional will be required to provide a well-stocked shop, to give tuition, and to undertake club repairs. They will be responsible for starting duties and will assist in the running of Club competitions. An appropriate remuneration package will be offered. Written applications, accompanied by a CV, should be sent to: Ian F. Neil, General Manager Strathaven Golf Club, Overton Avenue, Glasgow Road Strathaven, South Lanarkshire ML10 6NL Email: gm@strathavengc.com Closing date for applications: Monday 16th September 2019
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
September 2019
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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 Robin Hood Golf Club - Self Employed PGA Club Professional Robin Hood Golf Club in Solihull is a Member’s Golf Club, originally designed by Harry Colt and opened in 1893. This challenging 18-hole parkland course boasts a strong diverse membership and excellent facilities. The Club is looking to recruit a progressive, forward-looking Club Professional, who recognises and respects the importance of tradition, to lead a provision of services that are customer focused and aligned to the Club’s progressive agenda to improve member and visitor experience. The ideal candidate must have qualifications, experience and qualities as follows: • PGA Class AA Member or better. • A willingness to engage in all aspects of club life, particularly meetings that are required to develop ideas and events; seeking out new opportunities to create a thriving club. • Effective team and people management, financial control, IT and administration skills. • Develop and deliver golf coaching and tuition programs across all levels of ability. • The skills required to run their own profitable and well stocked retail shop to include modern fitting services, benefiting from existing and future income streams. • Business acumen, including a proactive relationship with the General Manager and the Board, to market and deliver golf services internally and externally in support of the Club’s policies on recruitment and retention of Members. • Knowledge of business and technical developments in the golf industry in order to regularly review and maintain quality service standards. • Interactive qualities, ensuring the Professional team engage with all involved at Robin Hood including the opportunity to play with the Professional and their team.
The remuneration package will be subject to discussion with the successful candidate but will reflect the level of professional services delivered. There are two existing employees that will be subject to TUPE transfer. Closing Date for the receipt of applications, Friday 6th September. Further details available on request to Jon Northover, General Manager. Please email your CV including an explanation of your suitability for the role to Jon: manager@robinhoodgolfclub.co.uk
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 Redlibbets Golf & Country Club Chobham Golf Club, Surrey
An enthusiastic and professional candidate required to join the team. They should be competent in using computer systems and able to build relationships with the membership. A good remuneration and a high level of training will be offered, with the opportunity to coach Junior Golfers. Email: Michael@chobhamgolfclub.co.uk
Full time and part time coaching positions available at Redlibbets Golf & Country Club. Indoor and outdoor facilities, with large membership base. Launch monitor, heaters/air-conditioned indoor studio available all year round. Please email contact@thelondongolfperformanceacademy.com Swindon Premier Golf Academy
Olton Golf Club
Trainee or 1st/2nd year Assistant required. Minimum shop hours 25 per week. Ample time for playing, practice and teaching. Must be hard working, dedicated and keen to learn all aspects of the profession. Apply to Charles Haynes Head Professional at haynes355@btinternet.com
Fantastic opportunity for a motivated candidate with strong communication and coaching skills to join a vibrant professional team. Excellent opportunities coaching across two facilities with floodlit ranges and short game areas. Apply with CV and covering letter to hello@spgolfacademy.com Sonning Golf Club
Verulam Golf Club
We’re looking for an enthusiastic trainee to join our award-winning Pro team. Learn and develop all the skills necessary to become a successful PGA Professional. Great opportunity to help run our retail sector, as well as specialising in your own industry preference. Please send your CV to joelsaunderspga@hotmail.co.uk The PGA Professional
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Training applicant/ registered assistant required to join our team at prestigious private member’s club. Successful candidate must be highly motivated, reliable and enthusiastic with strong focus on customer service. A fantastic opportunity to progress your coaching with plenty of time to study and play. CV to: jonathan.dunn@live.co.uk 65
COLUM N F I N A L T H O U G H T
Education is a journey, not a destination Andy Martin, Managing Director of Foremost Golf, explains why continued learning is essential for any successful retail business
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mong the main virtues of a successful retail and coaching every stage of the retail journey. However, marketing can only take business is the strength of the relationship between you so far. Conversion of sales opportunities is critical to success marketing and sales. Far too often we see the latter and that’s why as a group we are passionate about supporting ignored and left to chance or the hope that any new members of our members with continual training and expert retail advice. staff you employ may already have these skills. Putting a significant This includes the sales training seminars held across the country proportion of your business success down to lady luck is a very by our team of highly trained Business Development Consultants dangerous practice. You need your staff to be proactive, selling (BDCs). We started running these intimate events designed for in the right way, but without experience or training, they could 8-12 Professionals this summer, and have already seen around 200 be letting opportunities slip. members. The overarching aim is We sometimes hear comments to provide help for our members to about poor staff, and concerns train their staff in practical situations, How much sales training have how to identify sales opportunities, about a dearth of good quality assistants, however they are the and how to handle the numerous you given your staff in the ones representing you and your situations that occur in a golf shop last two years? So why would and coaching environment. We business. The responsibility lies squarely with the head professional you leave it to chance, given get a lot of great feedback on the to invest time and effort so that that these seminars they sometimes see more of information these staff have the tools to perform provide, and our BDCs regularly your customers than you do. see the results filtering down capably on your behalf, subsequently relieving pressure by sharing to assistants on a local level. responsibilities – this is the way As a group, we place significant every successful company works across every industry. importance on continual education, and while the many hats a Ask yourself, how much sales training have you given PGA Professional has to wear nowadays are ever-changing, we your staff in the last two years? So why would you leave it have to adapt and alter our support to meet the demands of the to chance, given they sometimes see more of your members modern-day. At this year’s member conference roadshows we and customers on a day-to-day basis than you do. will be focusing a section of the day specifically on the challenges Every year, we recognise the highest-achieving and most that modern digital media and social media present. One of our forward-thinking members in our group with our member awards experts will help give an understanding of how this now affects and every year we hear the winners talk about the importance golf, but also how to capitalise on the opportunity with our of having a cohesive, motivated unit behind them and credit tailored social media solution and digital marketing support. some of their success to their assistants. It’s not a coincidence Not all of our training is done face-to-face though. We that these teams are the most successful which is why we try have recruited dedicated experts in this field to help members to help our members with an education support framework out with remote support and guidance to take the fear factor and regular opportunities to learn and develop new skills. and hassle out of operating in these channels. Our BDCs and After all, education is a continual journey not a destination. EMP marketing editors stay in frequent communication with our members to ensure they have the support they need. TRAINING & SUPPORT The group’s team of BDCs also continually offer Marketing and sales go hand-in-hand, and both very much personal in-store support to not only assist with business depend on each other, which is why we have invested significantly analysis and co-ordinating in-store and digital campaigns in these two key aspects for our members. The Elite Marketing but adapting golf shops to work in conjunction with Programme (EMP), our integrated digital marketing solution, modern supply channels. Linking good marketing with works with our member professionals to help deliver customers at a strong, informed sales team is the order of the day.
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September 2019
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