The
Professional T H E
O F F I C I A L
P G A
M E M
M A G A Z I N E
Volume 15 Issue 7 August 2019
IN THE ZONE
PGA Professionals flying the flag at The Open
MIND THE GAP How to improve your wedge sales
GIMME FIVE! Key words that sell your brand
COACHING
The benefits of a basic warm-up routine
SPREADING THE WORD Master Professional Ian Peek on coaching internationally
The perfect match
Helping the golf industry do business
Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfers’ Association Limited.
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The
Professional
CONTENTS
AUGUST 2019
THE OFFICIAL PGA MEMBERS’ MAGAZINE Editor: Jane Carter PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk
Equipment and Trade Editor: Nick Bayly nick@goodenough-bayly.co.uk Contributors: Antje Derks, Ben Foster, Jack Wells and Angela Youngman
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20 41
Photography: Getty Images, Adrian Milledge, Michael Setz 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
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27 FEATURE 13 SWINGZONE AT THE OPEN Inclusive family feel as 23 PGA Pros deliver over 2,700 free lessons INSIDE THE PGA 5 ROBERT MAXFIELD This month from The PGA’s Chief Executive 6 PGA NEWS A round-up of what’s happening across The PGA and its regions INTERNATIONAL 20 WORKING ABROAD Focus on Germany 22 MEMBER Q&A: PGA Advanced Fellow Geoff Dixon is putting Norway on the golfing map
The
Professional T H E
O F F I C I A L
P G A
M E M
M A G A Z I N E
Volume 15 Issue 7 August 2019
IN THE ZONE
PGA Professionals flying the flag at The Open
MIND THE GAP How to improve your wedge sales
GIMME FIVE! Key words that sell your brand
COACHING
The benefits of a basic warm-up routine
SPREADING THE WORD
TRADE 23 TRADE NEWS Product launches and retail news 27 EQUIPMENT Wedges – what’s new and how to boost those sales
Master Professional Ian Peek on coaching internationally
Front cover: Ian Peek, PGA Master Professional and performance coach, p49
The PGA Professional
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31 TRADE Q&A Master wedge craftsman Bob Vokey 34 RETAIL Visual merchandising tips to make your retail environment more attractive 36 APPAREL SS20 – Bold styles, easy essentials and environmentally friendly fabrics
MARKETING
40 DESTINATION GUIDE Winter warmth in Cyprus 41 DESTINATION GUIDE Year-round sun in Abu Dhabi
44 TRAVEL BUSINESS The importance of planning in advance for a successful trip COACHING 45 BUSINESS Deana Rushworth on how to stand out from the crowd
www.linked.com/company/ professional-golfers-association
PERSONAL DEVELOPMENT 49 GOLF BUSINESS PGA Master Ian Peek, international performance coach 53 YOUR BRAND Five words that matter
TRAVEL
42 OFFERS A look at popular venues further afield
48 THEORY Warm-up advice for you and your customers
50 TERMS AND CONDITIONS APPLY How to run a successful, legal competition GOLF CLUB MANAGEMENT 54 SUCCESSFUL MEMBERSHIP RECRUITMENT MEMBERSHIP 67 YOUR BENEFITS A selection of special deals and offers secured for you by The PGA RECRUITMENT 60 SITUATIONS VACANT New opportunities in the UK, Ireland and overseas
www.twitter.com /thepga
www.instagram.com /thepga
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F RO M T H E C H I E F E X E C U T I V E CO LU MN
Making the right connections
Whilst all the action takes place on the fairways, The Open Championship is a key event for forging industry relationships and partnerships. Robert Maxfield looks back on a week where the work of the PGA Professional remains a key topic for discussions and for the health of the game.
I
t seems strange that here we are at the start of August the week. We are natural ‘partners’, with much of the work and all of golf’s Majors have been played. But what a spearheaded by the Foundation being delivered by PGA Members fantastic finale with the playing of our own Championship in schools and increasingly at golf clubs. The growth in junior at Royal Portrush. And what a performance from Shane membership at golf clubs must remain a priority for all of us and Lowry and a tremendous boost for golf in Ireland. closer collaboration between our Members, the Golf Foundation Whilst there is a lot of action on the course, behind the scenes it and importantly the facilities themselves can only be beneficial. is a busy week for the Association. Hosting the Members unit, we They are the game’s future customers. were delighted to welcome so many Irish Members and their guests The Open is always a great time to catch up with the heads of for the first time on their home soil. Many Members also made the the many equipment companies and to hear how business is – or trip from around the world and it was good to chat to so many of sometimes isn’t! – booming. I am happy to report that the industry you during the week. appears buoyant and the manufacturers seem happy with sales at Away from the action it is an important week for networking the midway point. Business has undoubtedly been helped by the and meetings as we catch up with fellow PGAs and other golf good weather and playing rounds are also well up in the UK. bodies, the media and the wider industry. All of us have an Chatting to leading executives in the equipment industry, PGA important part to play and Professionals remain a key more and more we are trying figure in the customer to work together. journey. As golfers become This year was no different more educated about the and I was again struck by need for the right equipment the common issues that and how it can help their golf faces the world over. In game, retail through countries where the game is PGA Pro shops has never just in in infancy (well less been stronger. than 50 years!) it is already Educating the consumer starting to see the challenges is a key objective for all of us around encouraging more and we are already talking Industry figures and guests from around the world enjoyed networking at the annual PGA Open drinks reception women to take up the game, to manufacturers about how getting young people to try it for the first time, environmental and we can work in partnership around initiatives delivered by PGA sustainability issues. Professionals to better educate golfers on the right equipment and As ever, PGA Members globally remain at the core of so much its value in game improvement. development work. It was a pleasure to meet with representatives The more people enjoy a pastime, the more they will play and from PGAs in South Africa, Europe, America, New Zealand, that can only be good for everyone’s business! Canada and Australia to discuss how we can best work together as ...And as one of the most successful Opens ended in Royal we lead the way in growing the game and the number of golfers. A Portrush, it was time to welcome Ireland back onto the Ryder Cup coordinated communications effort by all of us around the work of rota for the first time in 20 years. Congratulations to Adare Manor PGA Professionals wherever you are in the world, can only support who will host the matches in 2026. We look forward to another and boost the great work you all do in ensuring a healthy future for wonderful Irish welcome. the game. We remain committed to our support of the Golf Foundation and it was an opportunity to work jointly at The Open around the R&A Swingzone staffed by our Members, whom as you will Robert Maxfield read in this issue, did a great job delivering 2700 lessons during Chief Executive
The PGA Professional
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5
P G A N E W S
Poland’s Modry Las Golf Resort joins PGA family THE PGA has expanded its Branded Proper-
The stunning Modry Las Golf Resort in Poland
ties portfolio in Europe with the announcement of Modry Las Golf Resort as PGA National Poland. Situated within the West Pomeranian countryside, which provides a beautiful backdrop for the 18-hole championship course, Modry Las was conceived as a contemporary living community with sporting endeavour at its heart. It was created as a unique and unspoilt retreat that protects the environment while offering leisure and seclusion. Set in a landscape surrounded by two tranquil lakes, Modry Las opened in the summer of 2009 and became the first course in Central Eastern Europe to be designed by nine-time
Garden Suites, each looking over the 16th
Major winner Gary Player.
hole surrounded by woods.
which became PGA National Ireland in May. Robert Maxfield, chief executive of The
Player described Modry Las as a ‘classy golf
In addition, the venue also offers a stun-
PGA, commented: “We are delighted to
course’ and a ‘place of natural beauty’, which
ning spa, a professional golf academy and
welcome Modry Las Golf Resort to our ex-
is why it is widely ranked among the top 100
world-class practice facilities.
ceptional list of world-class PGA Branded
golf courses in Europe.
Modry Las lines up alongside an illustrious
Properties.
The venue has evolved in recent years to
group of other PGA Nationals which includes
“The PGA National – Poland further
include a second nine-hole course (Orli Las)
Ryder Cup venues The Belfry and Gleneagles,
strengthens the Association’s reputation in
and accommodation that echoes its charming
as well as PGA National Cyprus at Aphro-
Europe and we look forward to promoting
landscape, including ‘Swiss-style’ self-catering
dite Hills, PGA National Turkey at Antalya
Modry Las to PGA Members and golfers
accommodation, as well as six one-bedroom
Golf Resort and more recently Slieve Russell,
across the globe.”
Golfbreaks extends PGA Partnership into 2021
6
GOLFBREAKS HAS expanded its long-
continue to provide expert golf travel advice,
end, a coaching trip to Europe or a bucket list
standing relationship with The PGA with the
case studies, content and special packages to
trip to The Masters. Not only is it financially
travel company becoming a Principle Partner
PGA Professionals, through the monthly PGA
rewarding, it is a great way to strengthen rela-
of the Association until at least 2021.
Professional magazine.
tionships with your members and increase your
As part of the commitment, Golfbreaks
As part of the continuation, Golfbreaks will
value as a PGA Professional by offering travel
will become the exclusive travel partner for
continue its headline sponsorship of the annu-
all PGA and its regions, delivering a dedicated
ally-held, PGA Fourball Championship with
PGA Executive Director – Commercial –
travel service for PGA Professionals.
this announcement following the company’s
Liam Greasley, added: “We are delighted our
This service will support PGA Profession-
successful sponsorship of the first South & East
partnership with Golfbreaks has been extended
als across a broad range of bookings, from
region co-sanctioned event, the London Open
and that they will continue to be the sponsor of
hosted trips and tuition breaks, through tour-
held earlier in 2019.
the PGA Fourball Championship.
as a service.”
nament experiences and pro-ams. The PGA
Ben Foster, Head of Pro Travel, Golfbreaks
“We look forward to working with Richard
Professional will earn commission on group
added: “There are a large number of benefits
Barker and his Golfbreaks team over the next
travel bookings, providing them with an-
on offer to PGA Professionals taking groups of
two years as more PGA Members reap the
other revenue stream. Golfbreaks will also
members away, whether it be a captain’s week-
rewards when organising golf holidays.”
August 2019
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N E W S PGA
THE PGA Cup will be returning to Foxhil-
School, Foxhills has a long tradition of hosting
Watson relishing PGA Cup role
ls Club and Resort in 2021 when the Surrey
elite level golf.
MICHAEL WATSON has promised to bring
PGA Cup returning to Foxhills venue will host the 30th playing of the match
Robert Maxfield, chief executive of The PGA,
determination, passion and pride to the Great
between Great Britain & Ireland and America.
commented: “Foxhills proved to be a popular
Britain & Ireland PGA Cup camp after be-
Foxhills proved a popular destination for
venue for both sets of teams in 2017 with play-
ing confirmed as Cameron Clark’s second
both teams in 2017 when Albert Mackenzie
ers commenting on the excellent facilities, while
vice-captain for the match against America in
led Great Britain & Ireland to an emphatic 16-
the Longcross course was in fantastic condition.
September.
10 victory as Great Britain & Ireland recorded
“Everyone involved with the PGA Cup two
Clark had already selected 2017 PGA Cup
back-to-back wins over America for the very
years ago continues to look back on that week
winners David Higgins and Robert Coles as
first time.
with very fond memories and I am certain Fox-
his vice-captains, but with Coles qualifying
Foxhills will become only the second venue
hills will once again prove to be the ideal venue
for the team as a player, Clark has opted to
in PGA Cup history to host two matches after
to showcase the talents of both sets of players
bring in Watson who he played alongside
The K Club in Ireland hosted two encounters in
from either side of the Atlantic.
the last time Great Britain & Ireland won in
1992 and 2005.
“We look forward to working with the team
America four years ago.
Having hosted prestigious tournaments
at Foxhills and I am certain the venue will prove
“To say I was pleased to receive the call
such as the European Tour’s Tournament Play-
to be a popular choice again for all of the players
from Cameron Clark would be a massive
ers Championship and the Tour’s Qualifying
in two years’ time.”
understatement,” said Watson. “It’s an honour and a privilege to be a vice-captain for CamFoxhills: a long tradition of hosting elite level golf
eron alongside David Higgins. “The PGA Cup means so much to me so I will bring plenty of determination, passion and pride to help the team along.” Asked what advice he will be passing on the 2019 team, Watson continued: “Knowing how warm it will be, as it was in 2015, hydration and energy levels will be vital. “Down time will be important too; keeping the guys happy, chilled and having fun because this is an experience they have to enjoy, first and foremost. “We have a tremendous amount of big tournament experience in the team,” Watson added. “There is real quality from one all the way through to number ten. I am very confident that this team can make it three in a row, but of course it won’t be easy.”
Annual charity event surpasses £160k for worthy causes MATTHEW CORT and John Bandurak may have shared the first prize on offer at the Moor Hall Golf Club Pro-Am, but the biggest winners were the Teenage Cancer Trust and Birmingham Children’s Hospital, with both sharing more the £20,000-plus sum raised at the 10th staging of the annual event. Moor Hall’s head PGA Professional and PGA Cup captain, Cameron Clark, organised the golf day, together with club member, Mark Jones.
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This year’s event was contested by more than 100 amateurs and 38 PGA Professionals, some of whom travelled from as far afield as Dorset, Somerset and Cornwall to support the cause. Clark was inspired to raise funds to help the battle against cancer, following his mother’s death from the disease. This year’s bumper sum took the total raised for good causes to more than £160,000 since 2010. “I can’t believe how this golf day has grown. “I could never have
imagined when I started it that it would go on to raise the money it has. To say I’m humbled by the support I’ve had is a huge understatement. “None of it would have been possible without the involvement of everyone at Moor Hall, my fellow PGA pros, Mark Jones, the amateur golfers, sponsors and volunteers and staff from the Birmingham Children’s Hospital and the Teenage Cancer Trust. I can’t praise them highly enough.”
7
P G A N E W S
An Open experience to remember for McNeill THE 148TH Open Championship won’t be
well and to play yesterday and today has been
an experience that Royal Portrush professional
brilliant.”
Gary McNeill forgets any time soon after he
Gary has been the professional at Royal
stepped in to play as a marker on Saturday and
Portrush for over 20 years and like every golfer
Sunday.
dreamed of one day playing in The Open. He
McNeill competed alongside Paul Waring
doesn’t play competitive golf very regularly and
on Saturday and Ashton Turner on Sunday and
had little time to get ‘game’ ready before play-
managed to break 80 on both days, not that
ing at the weekend, bar hitting a few shots on
anyone was counting.
the range.
Gary McNeill tees off at the 18th
“It has been incredible, I have really enjoyed
With that in mind, he still managed to play
it,” said the 49-year-old. “It’s obviously a 50/50
some steady golf while enjoying the cheers that
“There is a real feel-good factor about this
shot. It might be an odd or even number of
greeted him onto every green and every tee box.
tournament. It is wonderful. 68 years was a
players who make the cut. “It has been a dream week. To see the tournament come together and everything go so
“The course looks brilliant and the grand-
long time for it to come back and I am sure the
stands, even today when it is not that nice, are
R&A will be looking to bring it back here again
filled with people as well,” he said.
before too long.”
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PGA PROFESSIONAL Fame Tate has won the ‘Oustanding Achievement’ Award at The English Women’s Awards – North in Manchester. Fame was nominated in this category for her achievements in taking a huge risk in acquiring Stanedge Golf Club and bringing it back from the brink of closure and extinction. The Awards honoured the talent and hard work of female Outstanding achievement: professionals and entrepreneurs Fame Tate turned around across the region. the fortunes of the ailing Stanedge Golf Club Fame, who was named PGA Female Assistant of the year for 2019, took over Stanedge in March 2019 and has transformed the facility from a run-down clubhouse and golf course to a thriving venue. Commenting on the journey so far, Fame said: “The resurrection of Stanedge has not been easy, it really has been a monumental effort by many people who put many unsociable hours into making the club a place people now want to visit and enjoy being at the club. “We want to make Stanedge a place where people feel welcome and relaxed so they may enjoy their time with us. Since we acquired the club in February we have attracted over 80 new members and many visitors in response to our various offers, with different groups getting involved in our coaching and learn-toplay offers.”
8
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P G A N E W S
On the move The latest PGA Member appointments across the UK, Ireland and overseas
Fresh start for Walsh Adam Walsh will bring the curtain down on a successful four years at Farleigh Golf Club in September when he moves across Surrey to become general manager at Sunningdale Golf Club. Walsh was promoted to general manager from his previous role of golf sales manager in January 2017 and has overseen the completion of a major investment programme at Farleigh on and off the course. The 32-year-old became the youngest ‘Certified Club Manager’ with the Club Managers’ Association of Europe (CMAE) when he qualified last November.
The perfect Fitt Chris Fitt is determined to take his golf expertise to the rest of the leisure experience, after taking on an extended role at Foxhills Club & Resort. The 31-year-old was appointed as director of golf at Foxhills in 2017 and has overseen a number of successful initiatives which has seen the club establish the golf offering at the resort as a premier destination in Surrey and the South of England. Fitt said: “We’ve had some excellent success with golf over the past couple of years and my objective is to bring some of those ideas and culture to the wider leisure offering we have here.”
Changing roles Jonathan Graham has left his role as a golf professional at Key2 Sports to become Workington Golf Club’s new director of golf. Ben Stimson has also taken up a director of golf role. He leaves Al Zorah Golf Club in the UAE and moves to Royal Greens Golf & Country Club in Saudi Arabia. If you would like to feature in the ‘On the Move’ column, or would like to highlight a new appointment, send details to membership@pga.org.uk
10
Griffo’s 39-mile golf epic ONE-TIME EUROPEAN Tour ace David
Teeing off at 4.40am, he embarked on an
Griffiths is golf’s marathon man after playing
eight-round and six-hole epic. With five or six
150 holes in a day for charity.
caddies to help with the bag through the day,
Griffiths, 39, undertook the challenge at
as well as a couple of marshals to clear the way,
West Herts Golf Club, Watford, to raise funds
Griffiths put one foot in front of the other and
for the Isabel Hospice (providing palliative sup-
hit shot after shot after shot.
port in Hertfordshire) and the Brain Tumour Research Campaign. Grifffiths said: “I lost my sister-in-law to cancer towards the end of last year. Then, the daughter of the captain at West Herts passed away a few months ago from a similar thing.
Just over 39 miles later, shortly before 8pm, Griffiths signed off at two-under-par for his day’s efforts and raised more than £8,000 for his chosen charities. Griffiths added: “It was brilliant. There was so many people watching throughout the day,
“I just felt like I needed to do something to
cheering me on – there must have been 100-
have a bit of peace of mind, really. I was just
odd walking the last bit and probably the same
lying in bed, not sleeping very well and I
at the clubhouse at the end. It was an absolutely
thought I’d do something golf related.”
incredible experience.”
Rigorous process for GCMA Awards NOMINATIONS FOR the Golf Club Managers Association (GCMA) Golf Club Manager of the Year Award, one of the most prestigious accolades in golf club management, are now closed. The 2019 winner will be revealed at the GCMA’s biennial Conference in November, along with the Newcomer of the Year and Team of the Year. PGA Member Amy Yeates was crowned Manager of the Year in 2017 for her work at the forefront of the evolution of golf in Scotland as then-manager of Fairmont 2017 GCMA Golf Club Manager St Andrews. Having joined Moor of the Year Amy Yeates Park as CEO in 2018, Yeates was also recently elected to the board of directors of the GCMA. Yeates feels winning the award influenced her successful application for the new role at Moor Park. She said: “I think winning the award really influenced that. It was a big part of the cover letter for my application and it was good timing.” The rigorous process from shortlisting to nominating the finalist will take several months as nominees will be filtered through various personal interviews, site visits, and a final Dragons’ Den style grilling. The results will appear here in due course.
August 2019
| www.pga.info
N E W S PGA
Devine makes national headlines THOMAS DEVINE got more than he bargained for after his social post about club officials being ‘stuck made national headlines. a
PGA
Advanced
Professional, posted a photo on social media (Twitter) of a group on young golfers practicing their putting. He posted alongside the photo: “You let children play in hoodies and tracksuit bottoms?” “Yeah, we do. It’s the playing that’s important.” The social post attracted almost 400,000 views and many comments, with some people offering support, while others who not in favour and felt Devine was ignoring
Giving as many children as possible the chance to play golf is more important than what they wear
the sport’s dress code. “If they feel comfortable in trainers and a hoodie then that’s the way we should allow them to dress,” said Devine, who coaches more than 170 juniors as part of the Future Elite programme at Oulton Hall in Yorkshire. “At that age they just want to play. What’s more, I believe we should remove the barrier of cost by allowing children to wear their everyday clothing. We are coaching 21st-century children – we are not stuck in the 19th century and only accepting the offspring of the privileged classes.”
Speedgolf champions WEST KENT Assistant Professional Tom
up to seven clubs each with the aim of fin-
Roberts and his amateur partner George
ishing in the lowest score, which is recorded
Boxall successfully defended their British
through a combination of the time take to
Speedgolf Pairs Championship title after
complete the course and golf strokes.
completing an 18-hole round of golf in less than 50 minutes.
border of Kent and Sussex. The West Ken duo finished their 18-hole round in 49 min-
Tom Roberts and his speedgolf partner George Boxall
utes and 28 seconds and shot 82, giving them a speedgolf score of 131:28. PGA Professional Chris Benians and his amateur partner Steve Jeffs from Hayle Golf Range shot just one stroke more and were 19 seconds slower as they finished as runners-up with a score of 133:17.
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• Kat Chaszczewski, a PGA Advanced Professional, is the new head teaching professional at Hurtmore Golf Club and Sam Stephens has been confirmed as Plymouth Golf Centre’s new coaching director. Stephens had previously spent six years at nearby Torquay Golf Club. • PGA Advanced Professional Richard Beadles has ended an 11-year spell as head professional at Royal Worlington & Newmark. The 41-year-old begins a news chapter in his career as the head professional at Brampton Park Golf Club. • Birdie International Golf Academy has recruited Douglas Henderson as a club professional and David MacMullen is the new director of golf at Macdonald Cardrona Golf Club. • Neil Coulson is moving back to the UK as the general manager of the Wentworth Club after a year with KPMG in Hungary.
Roberts and Boxall narrowly defended their title at Sweetwoods Park sat on the
Played in a foursome format, pairs carry
• After almost 20 years as a club professional at Kings Acre Golf Club, Andrew Oldcorn has opted for a change of scenery to take up a similar position at Ratho Park Golf Club. • PGA Master Professional Tony Bennett is the new head of disability at the International Golf Federation. Elsewhere overseas, Mike Benjamin has left Titleist and takes up a new position as head professional at Fernandina Beach in America, while Folkert Haak is on the move in Germany as he moves to Golfbaan Princenbosch after more than nine years at Wouwse Plantage.
in the 19th century’ went viral and Devine,
And in other transfer news…
• Two decades at Holywood Golf Club have come to an end for Paul Gary who has opted for a change of scenery nay moving to Blackwood Golf Club. • In Ireland, Dunmurry Golf Club has hired Sam Brown as its new club professional and Ciaran McKenna starts a new chapter in his career with the 30-yearold becoming a teaching professional at Killarney Golf & Fishing Club.
11
P G A N E W S
Walker opens education adventure Garon Castle Adventures: family-friendly adventure golf
PGA MASTER Professional Alan Walker is
– the accurately reproduced model of Hadleigh
the mastermind behind a new family-friendly
Castle.
Adventure Golf course which takes players on
“We knew that Adventure Golf is hugely
an educational and historical journey through
popular during school holiday time and we’ve
Essex’s past.
already experienced that at Garon Castle,” said
Taking inspiration from the local Hadleigh
Walker. “However, we wanted to develop some-
Castle in Southend-on-Sea, Garon Castle
thing that could also attract trade during the day
Adventures opened this summer at the Garon
when the kids are at school.
Park Golf Complex.
“We worked with the team at Promote Golf
The course itself has many spectacular fea-
to devise this historical theming that would also
tures including a huge waterfall and a cable
attract local schools on educational trips. We’re
ferry where players pull themselves across a river
even in the process of creating school worksheets
between the first and second holes. Players con-
that accompany the course for children in key
tinue by circling around the feature eighth hole
stage 1 and key stage 2.”
History makers? A GROUP of PGA Members look set to
ride around the Midlands to round-up
make history when they take part in the
the challenge.
world’s first Speed Golf Triathlon in aid of The PGA Benevolent Fund. Philip Dye, who works for The PGA
work the team does in order to support
Training Academy as a training executive,
our Members, but having listened to a pre-
Luke Willett and Jon Hartley will join a
sentation from Tristan Crew at the annual
small team of amateur golfers to complete
members’ meeting I felt I could do more to
the challenge on September 7, 2019.
support the membership and especially those
Starting with 18-holes on the world-fa-
“The objective of The PGA benevolent
group will aim to complete the round in the
fund is to provide support by way of grants
fastest time possible before diving into a one-
to PGA Members who are in need, hardship
mile open water swim.
or distress and you can learn more by follow-
After shaking a quick dry down, the team
HIGHLY-RESPECTED golf coach Martin Hall thanked all of his viewers around the world after presenting his landmark 300th School of Golf show. The weekly programme is aired on the Golf Channel and sees Martin pick an assignment to help improve people’s game from tee to green, with useful advice for beginners to scratch players. Martin said: “I never thought I’d get to that many and it’s been one heck of a journey. We have nearly 30 people working on the show every week which is amazing and I want to thank every one of them. “I want to thank all of the people from around the world who send nice notes to us and say how much they’re enjoying what we do. It’s been a privilege and an honour. “It’s been a responsibility indeed to try and come up with good material every week but it’s something I relish and it’s something I love. “If you’re a fan of School of Golf as Harvey Penick used to say, if you play golf, you’re my friend. Thanks so much for watching it’s been absolutely wonderful.” Martin turned professional in 1975 and competed on the European Tour before turning his attention to coaching. He currently works as the head teaching professional at the Ibis Golf & Country Club in Florida. As well as receiving numerous coaching awards including the 2008 PGA of America National Teacher of the Year accolade, Martin was made a PGA Master Professional and has appeared in the Golf Magazine Top 100 for three decades. Martin Hall in action filming his School of Golf show
members who have fallen on difficult times.
mous Brabazon course at The Belfry, the
will complete a challenging 50-mile bike
12
Dye said: “Working at The PGA National Training Academy, I get to see all the great
300 not out for Hall
ing the link below to hear from PGA members who have benefitted from the fund.”
August 2019
| www.pga.info
S W I N G ZO N E AT T H E O P E N F EAT U R E
Another ‘swinging’ success
There was a family atmosphere and a real sense of inclusion at The R&A Swingzone as 23 PGA Professionals delivered more than 2,700 free golf lessons across eight action-packed days at this year’s unforgettable Open Championship.
The PGA Professional
| #makinggolfhappen
Sarah Bennett high fives another happy customer
13
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
S W I N G ZO N E AT T H E O P E N F EAT U R E
T
here was a real sense of anticipation ahead of golf’s oldest major returning to Northern Ireland and Royal Portrush following a 68-year absence. Would Rory McIlroy take destiny into his own hands and win on home soil? Unfortunately not, after the 2014 Open winner surprisingly missed the cut. Could Royal Portrush rise to the challenge of hosting one of the biggest sporting events on the planet? Absolutely. One thing for certain was the successful return of the ever popular R&A Swingzone. Situated in the heart of the spectator village with the first tee in sight, the R&A Swingzone was a hub of excitement throughout the week and once again coaching sessions for all eight days were fully booked.
‘‘
This is one of the best team of coaches we’ve had working at the R&A Swingzone.
‘‘
“It’s been another hugely successful year,” said Jonathan Wright, The PGA’s Golf Development Executive. “Once again we’ve been fully booked every day and the feedback we’ve had from the public has been incredible. “This is one of the best team of coaches we’ve had working at the R&A Swingzone. There has been a real camaraderie about the group and they’ve all gone home having made some fantastic memories at Royal Portush.” The R&A Swingzone was first launched in the mid-90s and offers thousands of people of any age, gender or ability, the opportunity to try golf for free in the spectator village during The Open each year. It has become one of the most popular attractions at The Open and that was highlighted once again in 2019 with more than 2,700 people receiving a free lesson. Royal Portrush was a unique opportunity to capture the imagination of the The PGA Professional
| #makinggolfhappen
Alex Mollins provides coaching tips to a young female golfer
SWINGZONE STATS 2019
Adult Female
Adult Male
Junior Female
Junior Male
Total
289
1451
235
289
2763
CASE STUDY Alan Bradshaw (Bootle Golf Club)
Alan Bradshaw returned for his 14th coaching experience at the R&A Swingzone “I just love being part of the occasion and bringing the game of golf to young people, adults, ladies, whoever wants a golf lesson. “I applied for St Andrews and went along. I enjoyed every moment and it’s great to give something back. “It’s all about making sure the basics are in place to build a good golf swing. With beginners you’re looking for things on the aim, the grip, ball position etc, things that can build that foundation for them. “We’re trying encourage everybody to the game of golf. If they enjoy it then hopefully we retain them into the game. Teaching children is the future of golf, but at the same time we want to encourage the mums, dads, grandparents, it’s a family occasion and we want it to be a family affair.”
15
F E ATURE S W I N G ZO N E AT T H E O P E N
OPPORTUNITY There are countless benefits to the public, but what does the PGA Professional get out of working at the R&A Swingzone? As well as providing a platform to express their coaching philosophies, it is also a fantastic opportunity to meet, engage and socialise with other coaches. “Being able to mix with the coaches
CASE STUDY Zoe Allen (Lurgan Golf Club)
Coaching at her first R&A Swingzone in her home country close to her home club was an opportunity too good to turn down for Zoe Allen.
Kevin Caplehorn passes on some useful tips
‘‘
It’s a great opportunity to meet people, broaden your coaching views, chat to other coaches and watch them teach.
‘‘
record-breaking crowd and help grow the game in Ireland and beyond. From Sunday through to the final days’ play as Shane Lowry lifted the famous Claret Jug, there were countless inspirational stories to come out of the R&A Swingzone. PGA coaches taught many non-golfers or lapsed golfers who provided excellent feedback. Marion from Sweden enjoyed a lesson with Alan Bradshaw and described it as ‘like nothing I’ve ever had before’. Jeff from New Zealand was convinced his swing could not be fixed in 15 minutes, but to his amazement it was, while five-year-old Toby was inspired to take up golf regularly after his first lesson with Victoria Bradshaw.
has been fantastic for me,” said Kevin Caplehorn, of Lee-on-The-Solent Golf Club. “Last year at Carnoustie I had just applied for a new head professional job and I was able to call on some help from some other PGA Professionals that had been through a similar situation. I got some help in terms of interview techniques and pointers and I luckily got the job so that was excellent.” The R&A Swingzone also provides the Association with a platform to showcase its Jordan Patmore is one of 23 coaches who delivered more than 2,700 lessons at Royal Portrush
“It’s been my first time working at the R&A Swingzone and the whole experience has just been fantastic. Being so close to home it’s great to see a lot of familiar faces but also good to see some people you’ve never met before so it’s fantastic to have it here in Northern Ireland and hopefully Royal Portrush will be back on the circuit to host the Open Championship again. “It’s a great opportunity to meet people and broaden your coaching views, chat to other coaches and watch them teach. It’s good because you’re given that many lessons on your shift, I know they’re only 15 minutes, but it’s great to get a lot of feedback from a lot of different people.”
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August 2019
| www.pga.info
S W I N G ZO N E AT T H E O P E N F EAT U R E
Did you know?
Back to front L to R – Tiffany MacKenzie, Emma Brown, Sophie Daws, Sarah Bennett Joanne Taylor, Alex Mollin, Alison Perkins
38 per cent of the PGA coaches at the 2019 R&A Swingzone were female. talented coaches and encourage members of the public to see their local PGA Professional. Splitting the days into two, coaches are given either a morning or afternoon shift and give 15-minute lessons. The idea is to persuade members of the public to seek out their local PGA Professional for further lessons. Allan Martin, PGA Coach Education Manager – Scotland, commented: “The PGA is a world leader in coaching and what the R&A Swingzone does is show and demonstrate the expertise of the PGA Professional. We have a great diversity of talent with The PGA and the station really helps us to showcase that to the many thousands of spectators who come through the door.” Martin continued: “The R&A Swingzone also allows The PGA to work in partnership with key organisations such as The R&A, the home unions and The Golf Foundation to deliver a customer-focussed experience to the public.” FEMALE FOCUSSED We Love Golf, a PGA campaign to encourage more women and girls into golf, was first introduced at the R&A Swingzone last year. In 2019, the campaign was in full swing and this year saw a record number of female coaches at Royal Portrush. One of those coaches was Tiffany
‘‘
You’ve only got 15 minutes with someone so you have to ask quick questions and then you can work out how you can help that person.
‘‘
The PGA Professional
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CASE STUDY David Bartlett (Bulbury Woods Golf Club)
After getting his first taste of the R&A Swingzone at Carnoustie in 2018, David Bartlett had no hesitation with signing up this year. “It’s an absolute honour to be involved with the R&A Swingzone. I enjoyed it so much at Carnoustie last year that I wanted to do it again at Royal Portrush. “The best thing about the R&A Swingzone is the diverse amount of abilities that you get to coach. I really enjoyed coaching beginners and getting them going for the first time, I coached a lot of juniors too but I was also intrigued as to how many better players were coming in; it’s nice to pass information to all of those people. “I love the coaching aspect of the week. My day-to-day role is predominantly coaching but working in the R&A Swingzone is a massive opportunity to work with other PGA Professionals, experience other ideas as to how they deliver their lessons and it’s one big networking environment. The whole package for me is fantastic.”
MacKenzie, she said: “Working at the R&A Swingzone has helped me sharpen up skills to provide a quick solution. It sharpens your coaching because you’ve only got 15 minutes with someone so you have to ask quick questions and then you can work out how you can help that person.”
For the first time in its history, The PGA held a ‘Family Takeover’ session on the final day of the Championship. Instead of the usual block booking, families were encouraged to take part in sessions which could last longer than the usual 15 minutes. “We wanted to try something a bit 17
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S W I N G ZO N E AT T H E O P E N F EAT U R E different,” Wright added. “We wanted to send out a strong message that golf is inclusive and can be played by families and people of all ages. The response we had was amazing.” The R&A Swingzone also allows PGA Assistants to gain coaching experience from the highly qualified team of PGA Professionals. The scheme was introduced in 2018 at Carnoustie and allows Assistants to shadow at the R&A Swingzone, giving them the opportunity to observe many different types of coaching styles, gain knowledge of various drills and technology and perhaps more importantly, there will be excellent networking opportunities.
Inspired? How do I sign up for 2020? If you like the sound of working as part of the R&A Swingzone team when The Open championship returns to Royal St George’s in Kent next year, email swing.zone@pga.org.uk
The 2019 R&A Swingzone team at Royal Portrush.
2019 R&A SWINGZONE TEAM Zoe Allen / Lurgan Golf Club Ian Bailey / GolfingPartner.com Ltd Peter Ball / Stanedge Golf Club David Bartlett /Bulbury Woods Golf Club Marcus Bell / Bawtry Golf Academy Sarah Bennett / Three Rivers Golf & Country Club Alan Bradshaw / Bootle Golf Club Victoria Bradshaw / Belvoir Park Golf Club Emma Brown / Kendleshire Golf Club Kevin Caplehorn / Lee-on-The-Solent Golf Club Sophie Daws / Pentland Golf Shaun Devenney / Roe Park Hotel & Golf Resort Tiffany MacKenzie / Saunton Golf Club Alexandra Mollin / Jersey Golf Coaching Ciaran Molloy / Ardee Golf Club Jordan Patmore / Jordan Patmore Golf Alison Perkins / American Golf David Playdon N/A Andrew Simmonds / Worldham Golf Club Joanne Taylor Tyrrells / Wood Golf Club James Wallace / Eden Golf Club Paul Warner / Oakland Park Golf Club Alistair Welsher / Tiverton Golf Club
The PGA Professional
| #makinggolfhappen
ENCOURAGING PARTICIPATION Kevin Barker, Director – Golf Development at The R&A: “The Swingzone at The Open is just one of a number of initiatives we run in collaboration with The PGA and other golfing organisations. Last year The R&A launched the Women in Golf Charter as part of a drive to increase the number of women and girls participating in golf and to encourage more opportunities for women to work within the golf industry. “It was very pleasing to see so many families get involved at the Swingzone and we were also delighted to see nine females coaches involved this year, a record number for the facility. “I would like to thank each coach individually for giving their time this week and the rest of the Swingzone team for making it another successful year. We look forward to running the Swingzone again at Royal St George’s in 2020.”
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I N TER NATIONAL WO R K I N G A B ROA D : G E R M A N Y Germany is a regular host of European Tour events thanks to the sponsorship of its major car brands, including next month’s Porsche European Open at Green Eagle in Hamburg
Vorsprung durch Technik Boasting the largest golfing population in mainland Europe, and club golfers that are obsessed with technique and technology, it’s no wonder Germany has proved such a popular hunting ground for British and Irish PGA Professionals looking to broaden their career horizons
W
hile manufacturers of broomhandle putters have a lot to thank Bernhard Langer for the gain in popularity of their products over the last 30 years, the two-time Masters champion is also owed a large debt of gratitude by the German golf industry, upon whose success it grew following his historic victory at the Masters in 1985, and again in 1993. Without an inspirational figure to match the likes of Seve Ballesteros, Jack Nicklaus or Nick Faldo, most Germans were more interested in watching the exploits of the all-conquering national football team during the 80s and early 90s than they were chasing a much smaller ball around a much larger field. But all that changed 34 years ago, when Langer, then aged 27, became the first German to win one of golf’s major titles, which set in motion a dramatic surge in interest in a hitherto marginal pastime at best when it came to participation. Over the next 25 years, Germany built hundreds of golf courses and driving ranges to fuel the demand to find
20
the ‘next Bernhard’. At the start of the millennium, Germany had just under 400,000 registered golfers, while today that number has risen to 635,000, making it the largest golfing nation in mainland Europe. With 730 courses spread across a country 40% larger than the UK, German golfers aren’t spoilt for choice when it comes to places to play, but with such a relatively small golfing population, compared to its overall population of 80 million, there are no problems getting a tee time. In terms of regional breakdown, Bavaria, Langer’s home state, boasts the highest concentration of courses, while regions that were part of the former East Germany, not surprisingly, feature the fewest. But, as in the UK, a rapid period of expansion in the 1990s and early 2000s led to over-development, and despite a resurge of interest following Martin Kaymer’s major wins in 2010 and 2014, the last few years has seen a slowdown in golf participation in Germany, especially among Generations X and Z, who face increasing competition for their
Bernhard Langer’s two Masters wins ignited the German public’s interest in golf
Dual major winner Martin Kaymer is the only male German tour pro ranked inside the world’s top 100
Women make up 37% of the membership of golf clubs in Germany
August 2019
| www.pga.info
WO R K I N G A B ROA D : G E R M A N Y I N T ER N AT I O N A L
PGA Members’ experience Neil Lubbock, Director of Golf Golf-Club Pfalz, Nr Mannheim German golfers must pass a practical and theory test before they are allowed to play on a full-size golf course
leisure time. Worryingly, forecasts show that by 2020 over 42% of golf club members in Germany will be aged over 60, up from 33% just five years ago. Being a nation of perfectionists, the skill and determination required to learn golf seems to match up with the German mentality, and demand for coaching is far higher than it is from golfers in the UK, especially as golfers without an official club handicap are required to pass the ‘Platzreife’ exam before they are let loose on the fairways. This requires a player to complete 18 holes in less than 109 strokes and to get a minimum of 24/30 in a written rules/etiquette test. Three- and fiveday courses to help pass these stringent tests are very popular, with over 400 clubs offering this service. The obsession with coaching created high demand for qualified teachers back in the 1990s, and today Germany boasts around 1,800 qualified PGA of Germany professionals, comprising teaching pros, playing pros, club managers, retailers and administrators. With 268 British and Irish PGA members currently working in Germany – the largest number of any overseas country – it is clear that it offers solid career opportunities for those willing to embrace the German way of doing things, as well as learn the language, which is all but essential. Judging from a small poll of expat PGA members currently working in Germany, it seems that many of them have been there for a long time, and are well established in their careers, so the opportunities for recently-qualified pros is clearly not what it once was. But providing you’re prepared to ‘sprechen Deutsche’, keep your national pride in check whenever the World Cup or European Championships are on TV, and always arrive at your lessons on time, there could well be a career in the offing if you have the right skill set. The PGA Professional
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“After I qualified as a PGA Professional in 1991, I started out as
a senior assistant at Redbourne Golf Club in Hertfordshire. I’ve always want to travel, and I enjoy different cultures and languages, so when an opportunity came to work in Germany in 1994, I jumped at the chance to develop my career abroad. I set up an academy at Kurpfalz Golf Park, which I ran for 12 years, and during that time developed good contacts with a wide range of clubs in the area, including Pfalz. As the club approached its 50th anniversary, the board asked me to come up with a development plan to help it become one of the best clubs in the region, and that has been an on-going project over the last two years. Working alongside architect Greg Letsche and the agronomy team at Troon Golf, I’ve overseen the complete course renovation. The course re-opened in May and is in fantastic condition. After starting off in a consultancy role at Pfalz, I was offered the job of Director of Golf, and am now essentially running the golf operations at the club. I still give lessons a couple of days a week, which helps me have a base in Germany, and gives me the freedom to continue my development and consulting business all over the world. I’m currently involved in a 36-hole Ernie Els development in Croatia, which is due to start construction next year. The German golf industry is currently undergoing a significant restructure, as during the boom years a lot of very mediocre courses were built, many of which sold cheap green fees, which damaged the long-term loyalty that being a club member develops. Many of these clubs have not invested in their courses or facilities, and are now looking very tired and are struggling to attract new golfers, as well as retain their existing members. The quality of life here is very high, especially where I am based, which is a wine-growing area, and the climate is amazing. The worst part is all of the insurances you have to have as a self-employed person, and a very complicated tax system!”
Ian Peek, Head PGA Professional Golf-Club Sigmaringen, Inzigkofen
“I moved out to Germany in 1990, seeking to experience a new
culture and a new country, while making a living from the game that I love. I’ve been at Sigmaringen since 1997, after being approached by the club president while working at a club nearby. I own the academy at the club and enjoy a wide-ranging role. The south-west region that I live in shortens the golf season to around seven months, so summer working days are long and intense. I enjoy a high quality of life here, and it is a great place to raise a family. We are within a two-hour drive of France, Austria and Switzerland, while Milan in Northern Italy is only four hours away. The growth of golf in Germany remains slow, so we need to look after established golfers first before chasing potential new players. Our club gains 30 new members each year, but we lose between 10-20 too. We need more inexpensive, family-friendly facilities, but with so many clubs struggling struggling financially it’s hard to see who will build them. Anyone who wants to work here needs to learn the language, embrace the culture, and keep adding to their skill set. I’ve always tried to keep learning, earning an MSc in Sports Coaching in 2016, studying for a Phd for the last two years, and gaining Master PGA Professional status earlier this year. I’m also tutor on the PGA’s Foundation Degree and a golf developer for the PGAs of Europe.”
21
I N TER NATIONAL I N T E RV I E W
Q&A Nordic adventurer PGA Advanced Fellow Geoff Dixon is helping to put Norway on the golfing map in his role as a head coach for Team Norway’s junior/amateur squad
players coming through in both the women’s and men’s game, with the likes of Viktor Hovland, who won the US Amateur in 2018, and the low amateur medals at this year’s Masters and US Open, helping to put Norwegian golf more in the world spotlight.
What led to you working in Norway?
The opportunity to work in Norway came when I met my Norwegian wife of almost thirty years. She was then living on the south coast of Norway, and the local golf club was looking to hire a young coach. The demand for coaching in Norway at that time was extremely high and, over the following seven years – (’89 –’96) I developed my coaching skills by delivering a large number of lessons on a daily basis, primarily to beginners. After a spell back in the UK, my wife and
Describe a typical working day
Geoff Dixon
another, Celine Borge, is currently playing on the Symetra Tour, the second tier of women’s professional golf in the US. In 2014, I was offered the position of regional coach for Team Norway’s junior-
I returned to Norway in 2009, and I took
amateur squad, and in 2016 I was promoted to
up the position of head coach at a Vestfold
head coach.
Golf Club, which is located on Norway’s east coast. I was presented with a group of juniors
What is the current state of golf in
and given a brief to guide them to the highest
Norway?
possible level.
Because of the climate, golf has a relatively short season, with courses in the north open from April to October, depending when the frost sets in, although some courses in the south west are open almost all year round. There are around 170 golf clubs and 100,000 registered golfers in Norway.
One of those players, Madelene Stavnar, became the youngest player to qualify for the Ladies European Tour in 2017 aged 16, while
It varies considerably. Typical tasks include coaching, arranging training camps, travelling to tournaments, liaising with other coaches around the regions, and, of course, answering lots of emails and phone calls – all the duties you’d associate with the role of a national coach.
Like many European countries, club
How does being a PGA Professional in Norway compare to the UK?
It is some years since I worked in the UK, however, there seems to be less demand in Norway these days for the ‘traditional’ allround club professional. There is a far greater demand for specialist coaches. Given the short golf season in Norway, is it possible to make a decent living as a PGA Pro?
Pros must be prepared to work long hours given the limited number of outdoor golfing months, but as long as they provide a good service the financial rewards are more than adequate to cover the cost of living.
membership has been on a slight decline over the last five years or so. A recent survey revealed
What advice would you pass on to
that one of the main reasons for this reduction
other PGA Members interested in
in numbers is that the game is proving too
working in Norway?
difficult for many people. Potential club golfers
I would encourage anyone to develop detailed knowledge in a particular area, so that they have something extra to offer. Whether that be an element of coaching – putting, short game, psychology or fitness – or perhaps custom fitting. Also, although English is widely spoken as a second language, being able to speak Norwegian would definitely help your job prospects, especially if you want to coach juniors.
in Norway have to undergo both a practical and theory test before being able to play on the course, and while this scheme introduces the basics of the game the first experiences of on-course play, it can be quite daunting for some people. At the professional level, Suzann Petterson Madelene Stavnar came through the Team Norway coaching programme to become the youngest ever player to qualify for the Ladies European Tour in 2017
22
has long been a flagbearer for golf in Norway, but there are a growing number of younger
August 2019
| www.pga.info
N E W S T RA DE
Shot Scope launches online data-sharing hub SHOT TRACKING and GPS brand Shot Scope has launched a new free online feature, Course Hub, which allows Shot Scope V2 users to view stats from other courses and compete in competitions against other Shot Scope V2 owners. Shot Scope currently captures over one million shots around the world every ten days and, on average, V2 users improve their scoring by 2.7 shots over the first 30 rounds of use. With the addition of this new online tool, V2 users will have access to even more information from thousands of other users that can help them improve their game. The Course Hub allows users to search for a golf club and instantly gain access to rafts of data, such as gross and net course records, longest drives, hole-byhole statistics, most birdies and much more. This will allow players who are going to play at a specific course to view how other users have managed their way around it and pick up useful course management tips. All data captured on Shot Scope V2 GPS watches will be automatically synced to the Course Hub after they opt to share their round data. Over time, this feature will build up huge database of information on how best to play courses, while also allowing users to immediately view their round data and compare their statistics with other golfers. To sign up, Shot Scope V2 owners simply need to login to the Shot Scope website, www.shotscope.com.
Scotty Cameron unveils trio of Teryllium putters
SCOTTY CAMERON has launched three
The T22 Newport boasts a flat topline,
new Teryllium insert putters that hark back to
adjustable sole weight, milled Teryllium insert
the very first Tel3 models introduced over 20
and a durable matt black finish. The T22 New-
years ago. Available from August 16, the T22
port 2 offers the soft feel of a Teryllium alloy
Newport and Newport 2 are updated versions
inlay, but with the shape and sole balancing
of the TeI3 models first produced in 1997,
precision of a modern Newport 2 Tour model
while the T22 Fastback 1.5 becomes the first
milled from stainless steel with interchangeable
Fastback 1.5 designed with a Teryllium insert.
sole weights and a flatter topline.
Precision milled from stainless steel and fea-
The T22 Fastback 1.5 incorporates a
turing a matt black finish, the new T22 putters
Tour-preferred mini-slant neck, four-way sole,
feature an updated Teryllium inlay construction
and a thinner topline similar to the Select line’s
with an improved elastomer vibration dampen-
Fastback model, while maintaining the visual
ing membrane. This combines with removable
aesthetics of early Teryllium putters – with its
sole weight technology and increased head
familiar black, white and gold colour scheme
weight to create a putter that will enhance per-
and domino pattern in the back cavity. They
formance for all levels of golfer.
will retail at £599.
TaylorMade extends customisation options for new putters and wedges TAYLORMADE HAS expanded its custo-
and improve forward roll.
cost £349, while MyHi-Toe wedges cost
misation #MyTaylorMade programme to
Golfers looking to buy the brand’s Hi-Toe
£189. All products are shipped direct from
include its new SpiderX putter and Hi-Toe
wedges through the #MyTaylorMade pro-
the factory and will be delivered within four
wedge ranges.
gramme can take their pick of seven lofts
weeks of the order being placed.
Consumers will be able to customise
in bronze, black, chrome or raw finishes,
their SpiderX putters with a wide choice of
with three different bounce options. Per-
colours for the head, face insert, weights,
sonalisation options include four different
grip and badge, as well as chose from four
engraving styles with a combination of text,
sightlines, a variety of weight options, and
initials and logos in a choice of colours, and
four hosel designs.
numerous paint fills. Nine different shaft
Shaft lengths are offered between 32 and 36 inches in quarter-inch increments, while each model features a Pure Roll insert, which boasts 45-degree grooves to increase topspin
The PGA Professional
| #makinggolfhappen
options are also offered, along with seven different grips. Available
to
order
from
approved
TaylorMade stockists, MySpiderX putters
23
T RA DE N E W S
Ping lightens the load with new women’s range PING’S NEW G Le2 range has been
premium graphite shafts help bring down
developed from the ground up with design
overall club weight, while helping generate
attributes to help women golfers get the best
more clubhead speed and a higher launch.
from their game.
Ping has also expanded the fitting options
The G Le2 driver (£389), fairway woods (3, 5, 7 and 9, £240), and hybrids (4, 5, 6
to help women find the ideal set to match their games.
and 7, £179) are all lighter than the clubs
“Having equipment that is custom fitted
they replace, but with higher MOI for more
allows women to see improvement from
forgiveness, as well as more heel weighting to
every club in their bag,” said Stacey Pauwels,
help encourage a draw.
Ping’s Executive Vice President. “The G Le2
The irons (6-9, PW, UW and SW, £126
family emphasises that need through loft,
each) too are lighter and more forgiving, and
lie and length adjustability, along with the
feature Cor-Eye technology for faster ball
shaft weight, flex and grip offerings. Once we
speeds, and higher launch. The set is rounded
know those specifications, finding the best
out with three adjustable-shafted putters
combination of fairway woods, hybrids, irons
(Anser, Shea £200, Echo £260).
and wedges during a fitting is the next step in
Ping’s ULT240 Lite and Ultra Lite
the process.”
TrackMan joins Foremost Abacus boosts UK sales force supplier programme LAUNCH MONITOR technology company Trackman has become the latest golf brand to join Foremost Golf’s approved supplier programme. As part of the partnership, Foremost members will be able to obtain TrackMan’s club and ball tracking radar systems and software with a lowcost rental agreement that will make the technology more accessible.
Abacus Sportwear’s UK sales team
Chris Glenday, Foremost’s Approved Supplier Manager, said: “Investing in launch monitor technology and swing studio facilities has had a
SWEDISH GOLF apparel brand Abacus Sportswear has
major impact on our members’ fitting and coaching services in the last
expanded its UK sales team with the appointment of Marc
decade, and we are delighted to be welcoming a brand like TrackMan,
Anderman as commercial manager, and father and son team
with such a strong reputation in the category as an Approved Supplier to
Simon and Alex Wheatley as distribution agents for the
the group.”
South of England.
Part of the agreement will see Foremost members gaining access to
Anderman has worked for over ten years with the Solheim
TrackMan University Certification membership to help develop their
Cup and more recently has been working as a consultant in
product knowledge and coaching potential.
the golf industry assisting brands, players and events. He has
Glenday added: “The ongoing training and educational support Track-
a long relationship with Abacus, having appointed it as the
Man will be offering our members will help them continue to stand out
official supplier to the European Solheim Cup team in 2007,
from the crowd by constantly improving the
and will be doing so again at the matches at Gleneagles in
service they will be able to deliver customers.”
September. Simon Wheatley, who has over 30 years of experience in the golf industry, and will be working with his son Alex to grow the Abacus brand in the south, said: “We are excited by taking on the Abacus range, which is solely dedicated to golfers. It has an extensive men’s, ladies’ and juniors range, which focuses on playability, functionality and excellent design.” For all enquiries, email marc.anderman@abacussportswear.com.
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August 2019
| www.pga.info
N E W S T RA DE
Acushnet buys KJUS ACUSHNET, OWNERS of the Titleist, FootJoy, Scotty Cameron and Vokey golf brands, has bought of golf sportswear company KJUS. KJUS was founded in 2000 by former world downhill ski champion Lasse Kjus, with a vision to make the most technologically advanced skiwear on the market. Under the Norwegian’s stewardship, the company expanded into the golf outerwear and apparel markets less than a decade ago. Acushnet will continue to run KJUS’s operations from its North American headquarters in Hünenberg, Switzerland and Boulder, Colorado.
Ping pays tribute to Glen Batkin PING HAS paid tribute to its former general manager, Glen Batkin, who died last month at the age of 82. Batkin ran Karsten UK (now Ping Europe) from 1976 up until his retirement in 1995. A statement released by Ping, which paid tribute to his 20 years of
Kjus tour ambassador Max Kieffer
service, said: “Glen was the driving force behind many operational and commercial changes throughout his
Glen Batkin, 19??-2019
20 years at Ping. His responsibilities covered production, shipping, marketing, tour, sales and service, but his engineering background proved invaluable when the company transitioned to building its own clubs, instead of receiving pre-built clubs from Phoenix. “Glen was totally committed to the Ping brand and would drive thousands of miles a year to ensure Ping did the right thing, looking after its customers and elite golfers. He truly was a dedicated and loyal Ping employee.”
Titleist unveils ultra-forgiving U-Series utility irons TITLEIST HAS unveiled two new util-
utility iron shares a similar size and shape
ity irons designed to expand a player’s shot
to the T-MB iron, but has been completely
options at the top end of the bag.
re-imagined to give players specialised long-
Available at retail from August 30, and
iron performance. It’s faster, launches higher,
priced at £245 per club, the U-Series utili-
lands softer, and feels better through impact.
ties combine forged L-face technology with
It’s a club that can be hit almost as high or as
extreme amounts of high-density tungsten to
low as you want, and players are really gravitat-
deliver higher launch and faster ball speeds for
ing toward that versatility.”
long-iron performance.
Speaking about the more forgiving U510
The more compact, lower-lofted U500
model, which is offered in 1 (16º), 2 (18º),
is aimed at better players, and delivers high
3 (20º), 4 (22º) lofts, Ines added: “The larger
launch with a soft landing and precise distance
shape and wide sole allowed us to place the
control. The U510 is aimed at high handicappers and provides hybrid-like performance in a forgiving, muscular iron shape. Offering
The U500 and U510 utilities are forgiving long-iron replacements
tungsten weighting so that the CG is lower and further back than any iron we’ve developed – and that translates into a lot of launch
higher launch, a larger and a wide-sole design,
angle. The ball just gets up and out and goes.
the U510 is so forgiving that Titleist has
It’s a very stable and forgiving club, but it’s
included a 16-degree 1-iron in the set.
got that extra forgiveness in terms of launch.
Already in the bags of dozens of tour players,
During our consumer testing, golfers couldn’t
including Adam Scott, Jordan Spieth, Jimmy
believe the shots they were hitting with a
Walker, Ian Poulter and Bernd Wiesberger, the
4I (23º) lofts, and is fitted with a HZRDUS
U-Series Irons have quickly become the most
Smoke Black 90 graphite shaft, plus numerous
played utility iron on both the European and
custom options at no extra charge.
PGA Tours.
Marni Ines, the brand’s Director of Iron
The U500 is offered in 2I (17º), 3I (20º),
The PGA Professional
| #makinggolfhappen
Development, said: “U500 is the versatile
1-iron or 2-iron.” Titleist will be hosting fitting and trial events at hundreds of locations across the UK ahead of its official launch at retail on 30 August.
25
T RA DE N E W S
Foresight opens online shop LAUNCH MONITOR and golf simulator
purchases at a time that is convenient to them
brand Foresight Sports Europe has opened a
is an important part of the service we provide.”
new online shop to make selecting and purchasing products faster and more convenient.
In response to the demand for pre-owned launch monitors, and the large number of cus-
The online shop gives PGA Profession-
tomers upgrading their existing technology,
als and other customers the opportunity to
Foresight has created a ‘Foresight Approved’
purchase a host of products across several cat-
area within the online shop. This section lists
egories, including software upgrades, support
all official refurbished units and allows instant
contracts and refurbished units. The portal
online purchase. All certified pre-owned
also makes it easier to pick and choose courses
launch monitors are fully serviced in-house
and games from Foresight’s library of over 100
and come with a three-month warranty and
courses and game studio apps.
one-year Silver Support contract as standard.
“We’re thrilled to offer an online platform
Following the success of the PEAK educa-
that makes the customer sales experience as
tion programme, and the positive feedback
straight forward as possible,” said Edward
from this year’s practical workshops co-hosted
Doling, Director of Foresight Sports Europe.
with The Golf Lab, customers will now be able
“Our team is always available to speak with
to purchase the PEAK online learning course
directly, but we appreciate that our customers’
and sign up to future workshops, as they are
time is precious; giving the option to make
listed on the Foresight shop. Pros can now buy new and used Foresight launch monitors online
Oscar Jacobson appoints World Wide Golf Brands to handle UK operations SWEDISH MENSWEAR company Oscar Jacobson has appointed World Wide Golf Brands to take over its UK and Ireland golf business from 2020. The multi-year license agreement with WWGB will see Oscar Jacobson continue to deliver its complete range of performance golf wear to retailers and golfers in the UK and Ireland. “We are delighted to have established this relationship with World Wide Golf Brands,” said Roger Tjernberg, chief executive of Oscar Jacobson. “We have over 40 years of golfing heritage behind us and we are pleased to be able to combine that with the sales and local market expertise at WWGB. We’re sure this will be a successful arrangement and one that ensures Oscar Jacobson goes from strength to strength in the UK and Ireland.” Responsible for other leading golf brands, including MacGregor and Stuburt, WWGB has considerable experience in the UK and Ireland golf equipment and apparel market. “Oscar Jacobson is one of the premier names in golf clothing,” said WWGB managing director Graeme Stevens. “We are very excited to work with them and we are confident we can grow the number of retailers and golfers in the UK and Ireland who benefit from the premium products they offer.”
Callaway customises Epic Flash CALLAWAY’S EPIC Flash drivers have been hugely popular at retail in 2019, with its AI-designed Flash Face proving to be solid sales message for tour pros and clubs golfers alike. But while there has been no denying their performance, not everyone has been won over by the green-and-yellow colour scheme, so Callaway has extended its custom service options to include a wider range of colours, including blue, red and black and pink. These can be ordered for customers through www.callawaygolf.com.
26
August 2019
| www.pga.info
W E D G E S T RA DE
Mind the gaps With many golfers’ bags lacking a full set of lofted clubs, it will pay to offer a wide range of wedges, as well as a quality custom fitting service, if you want to enjoy a share of this fast growing market. Here is an overview of the latest wedge models and some tips to help you sell more of them
CLEVELAND RTX-4
CALLAWAY MACK DADDY 4
Offering a more compact blade shape than
The Mack Daddy 4 range features a ‘groove-in-groove’
smaller overall profile, the RTX-4 boasts
design that enhances spin on all shots. The main
a classic blade design that better players
grooves are saw-cut and horizontal milled, with the
prefer, while fourth generation Rotex Face
lower lofted models (46°, 48°, 52°, 50°) featuring a
Technology serves to generate more spin
20D groove for consistent spin on fuller shots, while
through sharper Tour Zip grooves, more
the higher lofts (54°, 56°, 58°, 60° and 64°) feature a
aggressive face milling, and more precise
more aggressive 5D groove for maximum control out of
laser milling. The range is offered in four
the rough and around the green. The raised surface roughness
sole grinds – Full, Mid, Low and a new
features three raised micro-ridges, with micro-grooves between
XLOW grind. The Full grind (56-60),
the ridges combining to create 84 different contact points to grab
features a uniform bounce across the sole.
the cover of the ball and create more spin.
The Mid (46-60) features more leading edge
The soft carbon steel heads are slightly more compact than the
previous models, with less offset, and a
bounce and a flatter trailing edge that keeps
previous generation, and offer a straighter leading edge, tighter
it closer to the ground on open-face shots.
leading-edge radius, and slightly more offset.
The Low (56-64) features a C-shaped grind
They are available in nine lofts (46°-64°) with
with heel, toe and trailing edge relief, while
platinum chrome or matt black finishes, and four
the XLOW is designed for tight lies and firm
different grind options: C, S, W and a new X
conditions and is offered only in 58- and
grind, each with generous camber from heel to
60-degree lofts. They are offered in Satin,
toe for smooth turf interaction and solid feel.
Black Satin and Tour Raw finishes.
callawaygolf.eu
clevelandgolf.com
PING GLIDE 3.0 Ping’s engineers took a ‘grip-to-grind’ approach when working on the third generation of its Glide wedge range, re-designing every component to create a higher-spinning, more forgiving, lighter overall design that offers multiple sole grind options to custom-fit golfers of all skill levels. Feel and forgiveness has been increased with the use of softer and larger elastomer Custom Tuning Port insert, similar that used in the i210 irons, while a new cavity design expands the perimeter weighting to increase the MOI and position the centre of gravity higher to yield lowerlaunching, higher-spinning trajectories for more control. Patented wheel-cut grooves enable grooves creating more friction for improved spin and trajectory control. There are four different sole grinds in the Glide 3.0 Series – standard, wide, Eye2 and thin. Each is designed to best match a player’s angle of attack and typical turf conditions, while providing performance and versatility on full and partial shots around the green. The grip and shaft have been lightened by 6g and 5g respectively, contributing to an overall weight reduction of 15g for the entire club.
pinggolf.com The PGA Professional
| #makinggolfhappen
27
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TAYLORMADE MILLED GRIND Hand ground from soft carbon steel, each leading edge, sole grind and scoreline in the Milled Grind range is individually CNC-milled to extremely tight tolerances. This process reproduces the master design of the surfaces that have most impact on performance.
Milled Grind Hi Toe
The standard MG range is offered in seven lofts from 48-60 degrees, while there is also a Hi
COBRA KING BLACK
Toe model in the 58°, 60° and 64° lofts which
Made from carbon steel, the King Black wedges
higher, more centrally-located centre of gravity,
boast a muscle-back design that positions more
which launches the ball lower, while generating
weight directly behind the hitting zone and
more spin and control from a variety of lies.
dampens vibration for a soft, yet solid feel at
features enhanced toe and heel relief, and a
The standard wedges are available in three
impact. Offered in six lofts from 50-60 degrees,
bounce options – low, standard and high – with low
the progressive grooves are CNC-milled in a
offering the least amount of ground resistance, and
process that ensures each groove delivers an
the standard being the most versatile.
accurate and consistent spin performance.
Milled Grind chrome
New grooves feature 38% steeper sidewalls that
Three sole grinds – Versatile, Classic and
reduce launch angle and increase spin rate, while
WideLow – are offered to match golfer’s ability
closer spacing allows an additional groove to be milled
and course conditions. The heads feature a
for increased control on shots hit low on the
dimonized black metal finish that is claimed to
clubface. The standard wedges are available in
be more durable than any other black finish on
chrome or bronze finishes, while the Hi Toe is
the market.
bronze only.
taylormadegolf.eu
cobragolf.co.uk
TITLEIST VOKEY DESIGN SM7
The SM7 wedges provide increased shot versatility through expanded fitting options, and improved distance and trajectory control and more spin through to the centre of gravity placement and improved groove design. Six sole grind options – F, S, M, K, L and a new D grind – enables golfers to be precisely fit for their swing type, shot-making style and course conditions. Combined with the most comprehensive selection of lofts and bounces, each model can be set up in 23 different combinations. Each SM7 wedge boasts a progressive centre of gravity location to improve trajectory and distance control. The CG is higher on the high lofts and lower on the low lofts – to produce
MIZUNO T20
more consistent performance with noticeably better feel at impact.
Made from forged carbon steel, each wedge in the new T20 range is spinweighted, with weight placed high within a tapered blade for increased spin and vertical stability on off-centre strikes. New ‘hydroflow micro grooves’ are vertically etched into the face to help release moisture and maintain spin in damp conditions, while CNC-milled grooves ensure consistent levels of spin. They are offered in satin chrome, blue ion, and raw finishes, with the latter rusting over time. golf.mizunoeurope.com.
tolerances, which deliver up to
The PGA Professional
| #makinggolfhappen
Spin has been enhanced over the SM6 wedges by cutting the milled grooves to even tighter 100rpm more spin, on average. A new heat treatment process to all the plating results in longer lasting spin. They are available in tour chrome, brushed steel, black and slate blue finishes. and can be custom ordered with a wide range of specifications, including a choice of shafts, grips, shaft bands, ferrules, stampings and paint fills.
titleist.co.uk
29
T RA DE W E D G E S
Wedge up 1
Top tips to help you improve your wedge sales
OFFER CUSTOM FITTING All golfers, regardless of their handicap, will benefit from a wedge fitting from a qualified PGA Professional. Given the wide range of sole and grind combinations that are now on offer from the major brands, the multiple loft, bounce and grind combinations can be key to unlocking a golfer’s short game potential – as well as increasing your sales. By offering a wedge fitting service, you’re increasing contact time with your customers too, which might lead to a course of lessons being booked, as well as a hardwear sale.
2
TECHNOLOGY TOOLS As well as trusting your expert eye and experience, all golfers expect club and ball-tracking technology, such as TrackMan, Flightscope and Foresight GCQuad, to be part of any club fitting, so it will pay to invest in the latest technology if you want to give your customers added confidence that any new piece of equipment is improving their performance. Many of the major equipment brands have also developed their own custom fitting tools, including Mizuno’s Shaft Optimizer, and Callaway’s new motioncapture shaft fitting analysis tool, FITS.
3
SELL SETS NOT CLUBS Golfers should be encouraged to think of a wedge as part of a set, just like they would their irons. Stress the importance of buying all your wedges together to get the same feel, technologies and looks. Consistency in clubs breeds consistency in the swing and performance off the clubface, and that results in lower scores.
30
4
COLOUR & PERSONALISATION The latest wedges come in a range of colours, finishes and bespoke designs that make them an attractive sales proposition. In addition to classic chrome, why not look at stocking black, bronze and blue models, all of which are proving popular with consumers looking to stand out from the crowd. Titleist, TaylorMade, Mizuno and Callaway all offer full customisation services, including different shaft and grip options, initial stampings and bespoke paint jobs and in-fills.
5
SHARPEN UP YOUR PRACTICE FACILITIES Many golf clubs have developed specialist short game practice areas, which allow golfers to sharpen their chipping, bunker and wedge play. Take stock of what short game facilities you are offering, and how they can be improved. While most driving ranges offer distance markers at 100, 150 and 200 yards, try adding markers at ten-yard intervals between 40 and 90 yards, so that players and coaches can help dial in their wedge distances. Once players notice the gaps in their short game clubs, they may buy other to fill in the blanks. Most iron sets have a PW set at 46 degrees, so if a player’s next club is a 56-degree sand wedge, they have at least one, or ideally two, more wedges to fit in the bag.
6
HOST A WEDGE CLINIC Wedge clinics are a fantastic opportunity for players to engage with PGA Professionals. You can either run your own or get a club manufacturer to help out. You can demonstrate typical short game shots from a variety of lies, and show how to best execute them with specific types of wedge, while sales staff can explain the benefits of the wedges you currently have in stock. August 2019
| www.pga.info
Q&A The master of spin
I N T E RV I E W T RA DE
With the latest Vokey SM7 wedges flying out of pro shops and being the No.1 wedge on Tour, we talk to their designer, Bob Vokey, about his craft and the importance of wedge fitting in the era of almost infinite loft and bounce configurations The Spin Milled 7 series is the latest
do a lot of fittings with PGA Professionals.
in your wedge range which goes
And we have a system set up at the Titleist
back all the way to 1997. How long
Performance Institute where all different
did this latest model take to create?
handicaps – 0-5, 5-10, 10-15, 15-20 – come
As soon as we finished with SM6, we were on
in to hit prototypes. I also like to call ‘my guys’
to SM7, and we’re already a long way down
out on the Champions Tour for their input –
the road with SM8. It takes a good two years
Davis Love III, Steve Stricker, Scott Verplank.
from initial concept before we’re ready to
Tom Pernice does a lot of work with me.
hand things over to manufacturing, then on to How much do golfers understand
testing with players.
about the importance of rotating How has your design process evolved over the lifespan of
Master wedge craftsman Bob Vokey
their wedges in order to avoid performance degradation?
the Spin Milled series given the
grind combinations, which covers just about
I think it’s overlooked. Grooves wear out over
developments in technology?
every conceivable course condition and stroke
time and can result in losing as much as 2,000
I used to just grind wedges on the wheel, take
type. Then there’s the improved progressive
rpm of spin, which is more than double the
the prototypes out on Tour, get feedback,
centre of gravity, lining up the CG in the
roll out you’re used to. But it doesn’t happen
and grind them again. I did almost all my
proper impact position for better distance and
all at once, we don’t lose all that spin in a
prototyping by hand; I thought machines
trajectory control. That’s a highly technical
moment. It happens over time. As a result, I
would never produce a part as well as I could.
thing that changes from grind to grind, loft to
think most players just adjust. But once they
As time went on, my thinking changed. By
loft, bounce to bounce.
hit fresh grooves again, it’s an eye-opening
SM4, the CAD/CAM computer was doing
experience. I like to talk about the ‘aha’
maybe 60% of the work. Now it’s almost
Does the sheer scope in the SM range
moment when a golfer feels the right grind,
100%. It’s phenomenal.
underline the importance of pros
but it also can happen when they see the golf
offering custom fitting for wedges?
ball check up on the green with fresh grooves.
What are the biggest differences
The average golfer hits maybe six or seven
The average golfer should consider testing
between the SM7 series and what
greens in regulation a round, if they’re lucky.
their wedges after 75-100 rounds of play.
came before?
Add to that shot opportunities – full shots,
First and foremost, it’s the grinds and the
half shots, chips, rough and sand. Then the
What has been the driving force
variety of shots you can produce. The SM7s
variety of turf conditions, swing type, the
behind their popularity of Vokey
have six different grinds, and 23 bounce/
specific shots you want to hit. So, yes, wedge
wedges on Tour?
fitting is critical. But I’d bet that at most, 25%
Building relationships with the top players
of players out there are using properly fitted
takes time. I spent years gaining their trust,
wedges. Too many people still don’t realise
and now my main guy on the PGA Tour,
you can be fit for wedges. At Titleist Fitting
Aaron Dill, has been out on Tour for over ten
Centres, I’ve assisted every fitter in their
years, doing the same. We have a young man,
training, sharing with them what I’ve learned
Will Harvey, on the European Tour now, and
over the years.
he is learning the importance of trust. It’s earned over time, by consistently providing
The Spin Milled 7 Series
The PGA Professional
| #makinggolfhappen
How do you incorporate player
wedges that outperform expectations. Our
feedback into the design process?
goal is to help these guys hit their best wedge
I used to rely solely on Tour feedback, but
shots, and if we can do that, they usually stay
now we compile it from several sources. I
loyal to what is working.
31
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T RA DE R E TA I L WATC H
View to a sale
Waida Ahmed and Becky Harrop, visual merchandisers for adidas Golf, explain how golfers shop with their eyes as much as their wallets, and offer tips to make your retail environment more attractive to customers As visual merchandising professionals, what does your work with adidas Golf involve? Waida: Visual merchandising has and always will be a core method to use in retail. My main objective is to outline the benefits and versatility of adidas apparel and footwear and coach our clients in the benefits of correct VM. During my visits, the key structure is to create a story from collections, outfit-building and being commercially aware. I believe the customer experience from the pro shop to the golf course should be seamless and memorable. Becky: My goal is to collaborate with clients that stock adidas Golf products to increase brand visibility to customers, maximize the shopping experience, and drive sales. I strongly believe that great experiences shouldn’t end at the golf course and through focused visual strategies I ensure customers receive an outstanding experience whilst shopping for adidas apparel and footwear. Of course, the
Waida Ahmed
Becky Harrop
techniques we teach can be applied to almost any brand. What are the most common mistakes you come across when it comes to presenting products? Waida: The most common strategy that golf retailers often overlook is letting the product speak for itself. Many overwhelm customers with large volumes of product blocking – putting all the polo shirts on one rail and all the trousers on another, for example, showing no flow of interest. Showing clients on how to space out products, adding a wave of interest throughout the display, is key, as it will
adidas Golf’s new display at Silvermere ticks all the right visual merchandising boxes
34
create a point of interest and draw the customers in. Merchandising outfit options, and adding a balance of display elements, allows the product to breathe. Getting the right display means half of the selling is done, while the other half is down to the retail staff’s charm and service! Becky: Ensuring categories are positioned in the best sightlines for customers is the biggest opportunity in most stores. Getting this right, based on store-specific architecture, can increase customer dwell time, drive average transaction values and increase units per buy. The easier it is to shop an area, the more inclined a customer will be to make a purchase. How important is product knowledge when it comes to visual merchandising apparel? Waida: Very important, as it provides a base to work on. Highlighting whether the product is a ‘hero’ piece, or a best seller, will help build confidence between the consumer and retailer. Ensuring product is merchandised at a key sightline, front facing and, where possible, dressed on a mannequin, will also improve the customer’s in-store experience. Becky: Knowing the features and benefits of an apparel range is key to maximizing sales. It supports with the ability to outfit build, which is also integral to success. As part of our day-to-day role we train and educate clients about our product ranges to support them in their selling. Our marketing assets and campaigns at adidas Golf also support by highlighting product benefits to our customers. In addition to visual merchandising visits, I support with specific events and functions where possible. For example, some of our clients have dedicated women’s August 2019
| www.pga.info
R E TA I L WATC H T RA DE
VM in practice: Celtic Manor
VISUAL MERCHANDISING TECHNIQUES
1. Create Displays for Target Customers
The customer’s journey begins with discovery, then moves into option comparison, before the final conversion and sale. Setting the tone for your target customers using visual merchandising is a key element in taking them from discovery to sale.
2. Less Can Be More
A visual assault on the senses can overwhelm customers. Focus on spotlighting a single item or a few related items to create a coherent theme/story.
3. Tell a Story BEFORE: The sales wall was slightly fragmented due to sell through of stock, making it unbalanced. The table of products was overwhelming and a noise of product.
AFTER: The revised display shows a wave of colour blocking and outfit building. The table now features a coherent range of accessories, while the mannequin has been dressed in pieces from the new collection, creating a natural flow from the shop floor to the wall.
A story for your visual merchandising display helps both during the design process and makes it easier for the customer to connect with products. Rely on colour and signage to keep the theme cohesive.
4. Be Specific With Signage Avoid wordy signs — too much information gets ignored. Try calls to action signs, such as ‘Pick Me Up’ or ‘Try Me On’. Such signs have proven to be effective in triggering customer emotions and actions.
5. Foot Traffic fashion events, and we help with organising fashion shows and offer a unique personal shopping experience. As a new female golfer myself, I want that level of service. What has been the reaction from PGA Professionals you have worked with on VM? Waida: They have been very positive. Some retailers didn’t have much knowledge about how helpful VM could be and how it could improve commercial success, so it’s great to see it being put into practice throughout their stores. Becky: Extremely positive. We are an additional support function for our clients and give that extra brand presence and training. Being able to share success stories of other clients, such as growing customer The PGA Professional
| #makinggolfhappen
brand interest after focused events and increase sales supports with our visits. What advice would you give to PGA Professionals that would help improve their retail environment and hopefully spend more money? Waida: Firstly, create an experience for your customers by using VM techniques, which will increase trust and loyalty. Secondly, always be on top of current trends and what your competitors are doing. Being aware what is going on around the retail world provides a huge advantage. Becky: Knowledge is power! Know your product, know your customer, and exceed expectations, showing them their needs are your priority too.
Display the newest and most interesting products in a window or nearest the entrance to attract foot traffic. First impressions make a difference.
6. Product Knowledge
Every member of the sales team needs to be knowledgeable about products on display. If a team member can’t answer a customer’s question, confidence falls and the potential to lose the sale increases.
7. Analyse Weekly Sales and Change Displays
For VM to be effective, analyse weekly sales and determine if and how displays are affecting sales. Old displays become invisible to regular customers. Keep it fresh to increase potential for conversions.
35
T RA DE A P PA R E L
M
agenta, coral and brilliant blues along with splashes of yellow, orange and green dominate the SS20 colour palette, linking with neutrals like white and cream to create striking colour combinations. Plain colours are being mixed and matched with bold prints, especially paisley, spots, stripes and geometric designs. Nature gets in on the act with the use of striking leaf designs, although florals are far less in evidence, mainly being confined to flashes across shoulders rather than used in all over patterns. When considering the actual products, mix and match separates dominate all the collections. Lady golfers can opt for plain tops with splashes of colour, to combine with vividly patterned shorts and skorts, while male attire is more focused on trousers and stripy tops. For cooler days, sleeveless vests and lightweight fleece jackets in plain colours are much in evidence. STREET STYLE Cropped trousers and skorts are much in evidence especially when combined with stretch material allowing total freedom of movement. Dropped hems on tops are also becoming common, reflecting one of the prevalent high street design trends. Plain tops have always been a great basic and there is an increasing tendency to add extra detail designed to give plain white or single coloured tops that extra touch of distinction. Typical variations include slight gathers or pleats, co-ordinating stripes in a slightly different shade, and a signature button in a bright shade. Being able to mix and match varying designs and colours provides much more choice and individuality, allowing golfers to create their own personal style based on colour and pattern preferences. It is a trend that is definitely mirroring what is happening on the high street. Modern consumers want choice, individuality and flexibility – which are exactly what the SS20 collections are providing. Golfers increasingly are prepared to pay higher prices for better quality clothing that can be used on and off the course, be it a statement piece 36
To boldly go
Prints like the one on this Flamingo sleeveless skort and top from Callaway, make a fun statement
Bold prints and vivid colours are set to make a distinctive statement during the SS20 season, along with an increasing focus on environmentally friendly fabrics. or a selection of items. Instead of products that can only be used for one function such playing a round of golf, the tendency is to choose clothing which is versatile in styles. BACK TO BASICS Attention is being placed on the prevalence of essential ranges, the basic items that every golfer needs such as t-shirts and polo necks. Technical fabrics are very much in evidence as they provide excellent anti-wicking properties, ensuring golfers remain dry and comfortable yet can be quickly laundered and dried which is very important when seeking golf clothing for holiday use. One of the hottest – and most sensitive – consumer trends making its appearance within the SS20 collections is the issue of
sustainable, environmentally friendly products. Attention is beginning to focus on the type of fabrics used to create golf clothing. Glenmuir has launched a special #GlenmuirCare campaign highlighting its uses of renewable fabrics and environmentally friendly natural fibres. Sunderland of Scotland has extended its long held mission to ensure golfers are ‘Never Weather Beaten’ to champion a ‘Never Earth Beaten’ message by ensuring that all chemical discharges from dyeing and manufacturing processes are fully treated to return discharges to its original water state. Likewise over at Röhnisch, stress is laid on the company’s use of biodegradable membranes, recyclable materials which are fluorocarbon free, together with the use of organic cotton. August 2019
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A P PA R E L T RA DE
Ascot Blue Alma skort £70, Irina shirt £50
Gina magenta shirt £50
Sunderland of Scotland
Glenmuir For the first time in Glenmuir’s 130-year history, the company has launched a golf dress. In vivid Magenta with flattering side slimming Navy panels, Steffi is a short length dress incorporating performance fabrics with hidden separate stretch undershorts. Magenta features strongly elsewhere in the SS20 collection, along with Spring Green and Ascot Blue. Key products include a classic Roxburgh Sweater, the Gina shirt in striking White/ Magenta, and Magenta/White polka dots combined with stylish Magenta buttons, colour co-ordinated Harlow and Clyde shirts in Ascot Blue, along with classic shorts in white and the ever popular Cuthbert trouser. The Alma Skort complete with side vents and centre fastening is combined with a White Irina sleeveless shirt giving an attractive extra touch with the presence of Ascot Blue flowers along the shoulders and neckline.
Technical weatherwear has been given a splash of trendy colour for SS20 by adding Ultraviolet on the Men’s collection and Magenta for the ladies. The vibrant zips and piping add a distinctive stylish edge to the traditional weatherwear. Ultraviolet, Gunmetal and Black colour options have been added to the Nevis windshirts, while a padded Anton gilet and Zermatt jacket are included in the Coldwear range. New for ladies rainwear is the Killy jacket made from a lightweight polyester technical fabric with mechanical stretch paneling to create a slimmer silhouette. Magenta colour options have been added to the Tania and Nova outerwear, while the Zonda lined sweater looks fresh in White/Magenta.
Women’s rainwear Killy jacket RRP £120
Aspen midlayer RRP £90
Daily Sports
Macy sleeveless polo shirt RRP £39.99
Cut polo £49
Active crewneck £69; skort £55
Paisley sleeveless dress RRP £74.99
Cross Sports Pleats, floral and bi-colour jersey skorts along with eye-catching V stripe polo neck and sixties style geometric crew neck designs dominate the Ladieswear designs. Chinos in blues and greens, matched with polos adorned with half diagonals or bold V stripes close to the neckline.
The PGA Professional
Stripe polo £55; skort £55
Vector Polo £49
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Elsie cap sleeve RRP £46.99
Callaway Fun prints include a subtle Flamingo on a ladies top and skort, Golf bags and chevrons on men’s tops. A Swing Tech polo featuring high stretch fabric and proprietary shoulder design designed to create greater freedom of movement has been introduced to both the men’s and women’s ranges.
Tania padded gilet RRP £75
A Paisley dress complete with detachable shorts makes an impact at Swedish brand Daily Sports, along with the a selection of pretty cap sleeve and sleeveless polo shirts. The Elsie shirt is made from the coolest fabric on the market for hot summer days, while both Ulma and Macy major on quick dry capabilities.
Golf bag print polo
Close-up of Flamingo print
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T RA DE A P PA R E L
Röhnisch
Vertical mid layer RRP £70
Grasshopper green top RRP £55
Daisy Crop trouser RRP £70
Botanical Cascade skort RRP £65
PING Majoring on greens and blues, this SS20 collection focuses on providing ‘more engineering, more performance, more style, and more choice’. Female golfers can mix and match plains with the new Botanical Cascade skort and top, as well as the eye catching geometric daisy print cropped trousers. The men’s Carbon range of polo shirts in brilliant grasshopper green with an engineered vertical Jacquard pattern is very much on trend, likewise the Vertical mid layer in 100% Polyester incorporating a stylish two tone design with a knitted pattern.
Vivid, almost Aztec like geometrics and stunning fuschia leaf designs attract attention in the SS20 Röhnisch collection. By mixing and matching, golfers can create a very individualistic look, especially with its unusual reversible pocketed vest. Another new addition is the Miko polo shirt. This has been the number one selling product in the Röhnisch fitness wardrobe for several years, and has now Element Palm poloshirt been introduced to the fashion RRP £59.95 ranges. The striped mesh details on the shoulders and sleeves create a very attractive, feminine styling. It is available in striking Cantaloupe, Fushia and Palm Green. Even plain Wave tops take on a new look with touches of pleating and gathering on shoulders, while florals in bright Cantaloupe and Coral create very distinctive statement pieces. The Smooth collection Element Zigzag poloshirt of skort, Bermuda RRP £59.95 and pants is made from two-way breathable stretch, soft cotton twill and incorporates a pull on, slim fit styling
Kia skort RRP £69.95
FootJoy Skorts have been given a new tailored touch with FootJoy’s flattering two layer jersey knit style in jade green. Among the striking men’s product ranges are shorts in mint with a deep blue print, and a super stretch baby pique with a Flock of Bird print trim. The men’s ranges have been divided into specific collections, each containing a range of complementary items in plain shades, patterns and part stripes. The Mosaic collection combines style and comfort with shades of yellow and coral being softened to create complementary tones paired with harmonizing patterns. Spirit offers dramatic shades of Iced Berry and Blue Fog infused with pale pink, plus a grey tinted with blue Birdseye Argyle print polo. The Royal Collection includes a stylish Lisle Flower print, while Wave majors on soft purple and deep blue shades with engineered stripes. Jade Collection skort RRP £60
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Chandler polo shirt RRP £40
High side Polo shirt RRP £55
Luke Sport
Print shorts £60
Mosaic polo shirt slate with coral and white £60
Albatross mid layer RRP £60
Wave Flock of Birds polo shirt £50
Distinctive yarn dyed stripes in varying widths make an impact on the Luke Sports High Side polo shirt, especially when combined with a black collar and contrasting red top button. Chandler is one of the company’s core ranges, in vivid blue with anti-wicking fabric while Albatross is a long sleeved funnel neck mid layer with characteristic red snap button at the neck.
August 2019
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T RAV EL D E S T I N AT I O N G U I D E
Abu Dhabi Abu Dhabi is renowned for its sensational golf courses, luxurious hotels and guaranteed sunshine. Combine these with the rich history of European Tour events held here, Abu Dhabi has become an increasingly popular destination with pro groups. STAY One of our most popular golf pro travel resorts in Abu Dhabi is the luxurious 5-star Westin Abu Dhabi Golf Resort and Spa. The hotel is fully equipped with a spa and fitness centre as well as 6 excellent bars and restaurants, great for your group after a hard day on the fairways. The location of this resort is perfect, situated only 20 minutes away from Abu Dhabi International Airport, and is located on Abu Dhabi’s premier course – Abu Dhabi Golf Club. The popular Yas Marina with bars and restaurants and the nearby F1 circuit and Ferrari World are only ten minutes away. PLAY Abu Dhabi Golf Club, operated by Troon Golf, boasts 27 holes including night golf and is one of the most luxurious golf resorts in the Middle East. The world-famous Abu Dhabi Golf Club, home of the European Tour’s HSBC Championship since 2006, is situated right next door to The Westin hotel, a short stroll from your hotel room to the first tee. The 7404-yard par 72, National Championship course is a challenging but fair layout with lush green fairways and plenty of well positioned bunkers! The 9-hole, par 36 Garden Course is predominantly used for night golf, great fun under the floodlights in the evening! It is also a great place to conduct on-course coaching for your group in a more relaxed environment.
The iconic clubhouse at Abu Dhabi GC There are plenty of bunkers to catch you out at Saadiyat Beach GC
There are 2 other courses in close proximity that are a must play when staying in The stunning Abu Dhabi. The superb Yas championship layout at Abu Dhabi GC Links is the first links course in the UAE and has recently been voted within the world’s top 25 golf Night golf – a great experience under the floodlights courses by US magazine Golf Digest. Further down the road you will find the equally popular Saadiyat Beach Golf Club located on Saadiyat Island. The Gary Player designed course is the first beach front course on the Arabian Gulf and the stunning setting will ensure this is an unforgettable experience for your group. PRACTICE FACILITIES Practice facilities are extensive at Abu Dhabi GC with a huge grass range area, large putting green and various short game areas. Great for a coaching break, Golfbreaks can ensure an area of the range is reserved and unlimited balls are included in your package. WHEN TO TRAVEL Abu Dhabi enjoys a hot climate with very mild Winters, averaging 21˚C The most popular times for pro groups to travel is between October and April, avoiding the hottest Summer months. GETTING THERE Flying into Abu Dhabi is easy with British Airways and Etihad offering direct flights
from London Heathrow, Manchester and Edinburgh. Flight times are approximately 7 hours. PRO PACKAGE • 5 nights B&B at The Westin Abu Dhabi Golf and Spa Resort 5★ • 3 rounds of golf at Abu Dhabi GC, Yas Links and Saadiyat Beach • Free 9 holes of night golf • Free access to the Garden Course for coaching • Free buggies • Pro goes free with 7 amateurs • From £899 (based on travel in April 2020) • Receive 5% commission on this price
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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August 2019
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D E S T I N AT I O N G U I D E T RAV E L
Winter warmth in Cyprus Cyprus is fast becoming one of the go-to winter break destinations for pro travel. With the rise of several luxury golf resorts, the island has become a world-class golf destination and the perfect place for an escorted or coaching break with your members. STAY Crowned European Golf Resort of the Year in 2017, the 5★ Aphrodite Hills Resort boasts fine dining restaurants, an award-winning luxury spay, infinity pools and a beach club as well as two different accommodation options. With 290 luxurious rooms and various board options available from bed & breakfast to all-inclusive there are packages to suit every budget at the Aphrodite Hills Hotel. If the three restaurants in the hotel don’t take your fancy, you’ll find an array of bars, restaurants and shops at the bustling village square. If your group prefer their home comforts, then a stay at the Holiday Residences will not disappoint. The apartments, townhouses and villas, some of which benefit from their own private pool, offer breath taking views of this stunning resort. Offering excellent value for money with access to all the resorts facilities, the Holiday Residences at Aphrodite Hills are always a popular choice with pro groups. PLAY At the heart of the island’s golf revolution is the 5★ Aphrodite Hills. An outstanding championship layout and newly named PGA National – Cyprus, the 6928-yard par 71 course sits amid breath-taking scenery, with glorious views over the glistening Mediterranean. Perfect for a coaching break, the resort benefits from extensive practice facilities
The award winning Aphrodite Hills Resort
Stunning Junior Villa at the Holiday Residences
Breath-taking views of the 8th hole at Aphrodite Hills GC
There are also three other great courses within 30 minutes of Aphrodite Hills that are definitely worth a play. Regularly ranked among Europe’s top 100 courses, the Faldo design Elea Golf Club is less than 20 minutes away. The recently renovated Minthis Hills and Tony Jacklin designed Secret Valley are also a must visit when staying at Aphrodite. PRACTICE FACILITIES Benefiting from a three-hole Golf Academy, double ended driving range and a variety of short game game, Aphrodite has everything you need to run a coaching break. Golfbreaks can reserve a private area for your group and include unlimited balls in your package. GETTING THERE Aphrodite Hills is just a short 20-minute transfer from Paphos airport. Easily accessible, there are regular flights from British Airways, Jet2, EasyJet and Thomas Cook
from most major UK airports. The average flight time is around 4 ½ hours. WHEN TO TRAVEL Cyprus enjoys an intense Mediterranean climate with long dry summers and mild winters. The most popular times for pro groups to travel are between September and April, with pleasant winter temperatures making it a great year-round destination. PRO PACKAGE • 5 nights self-catering at Aphrodite Hills Holiday Residences • 3 rounds of golf (Aphrodite Hills, Elea GC and Secret Valley) • Free buggies at Aphrodite Hills • From £329 per person (based on travel in Feb 2020) • Pro goes free with 7 amateurs • Receive 5% commission on this price
For more information on how the Golf Pro Travel team can help please contact 01753 752 880 or email pga@golfbreaks.com @Golfbreaks_Pro @golfbreaks_pro_travel
The PGA Professional
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T RAV EL O F F E R S
Distance learning Did our Destination Guides whet your appetite? Take a look at our other popular Golf Pro Travel venues further afield. Remember, as a PGA Professional you receive a FREE place, 5% commission on all these prices, as well as benefiting from our Breakpoints loyalty scheme! Kenzi Menara Palace 5★, Morocco Key facts
★ Golfbreaks.com
• Stunning 5★ all-inclusive resort • Close to some of Morocco’s best courses • 10 minutes from Marrakech • Great selection of restaurants • 20 minutes from Marrakech-Menara Airport
Pro Package
• 7 nights all-inclusive & 4 rounds of golf – from £855 (based on Feb 2020) • Pro goes FREE with 7 amateurs
Zabeel House by Jumeirah 4★, Dubai Key facts
• Excellent value hotel in Dubai • Close to Marina with restaurants & bars • Play Faldo course at Emirates GC, Montgomerie GC & Trump International • Free transfers to Emirates GC • 20 minutes from Dubai Airport
★ Golfbreaks.com Pro Package
• 5 nights Bed and Breakfast & 3 rounds of golf – from £835 (based on Feb/Mar 2020) • Pro goes free with 7 amateurs
Fancourt Hotel & Golf Estate 5★, South Africa Key facts
• Great for couples and coaching breaks • South Africa’s premier golf & leisure resort • 3 stunning courses on-site • 6 restaurants • Great practice facilities
★ Golfbreaks.com Pro Package
• 7 nights Bed and Breakfast & 7 rounds of golf – from £1,155 (based on Oct 2020) • Pro goes free with 4 amateurs (selected dates) • FREE buggies • FREE unlimited range balls
Constance Belle Mare Plage 5★, Mauritius Key facts
• Great for couples and coaching breaks • Amazing value 5★ resort in Mauritius • 2 fantastic courses on site • Selection of bars and restaurants to choose from • Great practice facilities
★ Golfbreaks.com Pro Package
• 7 nights All Inclusive & 7 days unlimited golf – from £1,695 (based on Oct 2020 travel) • FREE buggies • FREE unlimited range balls
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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August 2019
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A D V E R T O R I A L
Aphrodite Hills Resort, the destination of all senses Aphrodite Hills Resort is the first and only comprehensive golf, leisure and real estate development in Cyprus. Located in Paphos, the province has the largest number of planned, private development projects on the island. BEST IN EUROPE Aphrodite Hills Resort was voted and awarded European Golf Resort of the Year 2018, by IAGTO (International Association of Golf Tour Operators). Over 680 golf tour operator members of the golf tourism industry from 65 different countries cast their votes for this award. With stunning views of the Mediterranean Sea and an exquisite setting amongst natural vegetation, Aphrodite Hills Resort is paradise for golfing enthusiasts. GEO-CERTIFIED GOLF COURSE Aphrodite Hills Golf Course, PGA National Cyprus has successfully gained GEO Certification. With a recent €4m investment including renovation of the greens and complete modernisation of facilities, is now the ‘must play’ course of the Mediterranean. The resort has attained the highest standard of recognition in golf – the PGA National, Cyprus. This top recognition places the award-winning Aphrodite Hills Golf in the highest position for Mediterranean golf courses. EXQUISITE ACCOMMODATION OPTIONS The five-star Aphrodite Hills Hotel by Atlantica, consists of 290 superb guest rooms and suites elegantly combined with a serenity offered by the spectacular gardens, golf, sea and pool views. Alternatively, a great number of villas and apartments are available for those who opt for self-catering holidays with innovative services and extraordinary privileges and amenities, offered by Aphrodite Hills Holiday Residences. ‘Premium Serviced’ apartments have been recently added recently been added to the Aphrodite Hills Holiday Residences inventory, thus enhancing the list of the quality accommodation options.
Just about everything
(a unique set of amenities): • Banqueting Centre with outstanding conference facilities; • Championship Tennis Academy, with nine professional tennis courts; • Multi award-winning Greco-Roman Retreat Spa by Atlantica, with 27 luxurious treatment rooms; • Soccer Academy; • Nature trails for walking/ jogging; • Horse riding; archery and cycling facilities; • Children’s Club and splash park; • Supermarket and bakery, pharmacy and numerous branded cafes and shops; • Medical centre • Picturesque chapel of St. Catherine; • 18 restaurants and bars; • Swimming pools and a gym
3 Aphrodite Avenue, Kouklia 8509, P.O. Box 62769, Paphos, Cyprus · Tel: +357 26 828000 www.aphroditehills.com
The PGA Professional
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T RAV EL B U S I N E S S
The importance of
planning in advance When planning your next trip away with your clients, it’s important you give yourself plenty of time to plan the perfect trip.
The Belfry is perfect for a UK Captain’s Away trip with the iconic Brabazon course
Y
ou need to give your clients as much time to commit and remove as many hurdles as possible. Not only does it give you plenty of time to advertise and finalise your itinerary, but planning your trip in advance is extremely important because: • Benefit from Early Booking discounts • It ensures your clients can plan the break into their diary • Secure the best flight times and prices • Secure the best tee times and room availability • Secure the availability of practice facilities in busy periods • It gives your clients plenty of time to save for high value trips
How far should I book in advance? UK AND IRELAND Trips to the UK and Ireland are very popular for Captain’s away weekends, short escorted trips and for playing some of the most iconic courses in the world! If you are planning a trip in the UK or Ireland then we suggest you plan a minimum to 3-6 months in advance. If you have a large group, for example, if you are organising your Captain’s away trip, then you will need to book as far in advance as possible. This will ensure you get a “block” of tee times suited to your group. Leave it too late and you will struggle to get a large number of consecutive tee times. EUROPE, CANARIES, MOROCCO AND CYPRUS Trips to Europe offer great value for money,
Amendoeira Golf Resort in Portugal is our #1 Pro destination and only a few hours away
Looking for a tournament experience? Packages are available for The Open next year at Royal St George’s Travelling further afield? Play the world famous Ocean course at Kiawah Island
sunshine, and some of the world’s best courses, only a short flight or ferry ride away! Perfect for coaching breaks, we have a number of venues that offer first class practice facilities. If you are planning a trip to Europe or slightly further out, then make sure you are booking a minimum of 6-9 months in advance. For popular venues or large group sizes you need to book closer to 12 months in advance to ensure you get the best tee times. USA, SOUTH AFRICA, MAURITIUS, UAE AND TURKEY Perfect for a longer break during the winter months, venues further afield are great for couples and coaching breaks with some great value all-inclusive packages on offer. If you are planning a trip further afield it is important to plan a minimum of 9-12 months in advance, with some destinations such as Turkey booking up quickly up to a year in advance.
TOURNAMENT EXPERIENCE There are many Tournament experiences on offer through the Golfbreaks Pro Travel team. The longer in advance you can these the better, usually 9-12 months. The perfect time to advertise these types of trips to your clients for the following year is the week the tournament is taking place to gain maximum interest.
Are you looking to plan your next break away?
Get in touch with the Pro Travel team at Golfbreaks.com who will come out to see you at your home club or facility to help you plan the perfect trip.
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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August 2019
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B U S I N E S S COAC H I NG
Engaging individual Deana Rushworth is the head professional at Witney Lakes Resort where her main responsibilities are to attract new people to the facility and retain the existing membership. Rushworth reveals how she has been able to stand out from the crowd as a female golf coach. When you first decided to focus
things across very easily. They always leave
on coaching as a business/career
with a clear understanding of what they need
choice, what were your primary
to work on, more confident and that they
goals?
enjoy the time spent with me.
To provide a good service, be busy, and to have a work life balance. I wanted my clients
How do you engage with new
to feel supported and to know that I cared
customers who may have never
and was invested in their development as
considered playing before?
much as they are.
I utilise social media and advertise within Witney Lakes Resort to the gym members.
What has been the most beneficial to you and why? Doing the Karl Morris, Mind Factor course. A lot of my clients say they come to me because I am a Mind Coach as well as a golf coach. The course really helped me think about the way I deliver my lessons. There is more to coaching than just swinging a club. My playing career was flawed by my lack of mental toughness, self-confidence and lack of purpose to my practice. This has led me to become more holistic
I deliver group, share with a friend or Deana Rushworth: putting things across clearly is key
‘‘
It was a traditional club... and hard for a 20-something girl to gain their respect as a coach at first
‘‘
personal development experience
Can you talk about a great
individual lessons depending on what they would feel more comfortable doing. Trying to get established members to have lessons is a problem, how have you addressed this? I have established a good reputation within the membership, this has led to lots of recommendations, along with repeat business. I also spend time reassuring potential clients that my aim is to improve their game working with what they have got to achieve their goals not to go and change too much.
in my approach to coaching and look at what
coaching success story and the
might be underpinning or undermining a
reasons behind it?
What advice would you give
players golfing technique.
I did my PGA training and started coaching
new coaches who are trying to
at the club I played at as a junior. It was a
establish their coaching business?
What has been your biggest
traditional club with a men’s bar etc and
Spend some time advertising themselves well.
challenge after focusing on
hard for a 20-something girl to gain their
Do things properly from the start, create a
coaching as your main source
respect as a coach at first. One of the key
logo, website and professional branding. Be
of income and how did you
members of the jacket and tie brigade came
efficient, always get back to people quickly
overcome it?
to me sceptically for a lesson to rid him of his
(look after your clients).
Being a woman in the golf industry can
10-year shank. I managed to cure that shank
have its plus points as well as negatives. It
and the news spread around the men’s bar
If you could meet yourself as a
could be in my imagination but I feel as
like wildfire and the entirety of them started
trainee what advice would you
a female golf pro you need to stand out
coming to me for lessons!
give yourself and why?
more than a male golf pro in terms of your
Don’t worry so much about what is to come.
personal development/coaching knowledge
What have been the main keys to
I have always been busy, so back yourself. I
so you appeal to the entirety of the golfing
your success as a coach?
am pleased with what I have achieved, I have
demographic, not just the beginner ladies.
I’m organised, I invest in myself and
kept developing myself and kept current, I
I have therefore spent time ensuring my
my coaching facilities, I am naturally
think that is one of the keys to my continued
knowledge is a good as it possibly can be by
encouraging, good humoured and very good
success. Do things for the facility, back their
attending a decent amount of CPD events.
at putting people at ease. My clients say I put
goals and they will back yours.
The PGA Professional
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COACHING T H E O RY
Warming up for golf The evidence and practical applications
W
hat do most golfers say when they come to you for a lesson? It will most likely be along the lines of ‘increase distance and reduce dispersion’. What if I could tell you that you could achieve this simply by getting your golfers to warm up? The concept of ‘warming up for golf’ is most likely something you know golfers should be doing, yet when you go down to the local driving range, you very rarely see them performed. At best, their warm-up would normally involve air swings followed by progressively hitting clubs that are slightly longer in length. The purpose of this article is to discuss the benefits of a warm up and provide you and your customers with a basic warm-up routine which has been scientifically proven to improve golf performance. DIFFERENT TYPES OF STRETCHING For the purpose of this article, I’m going to talk briefly about static and dynamic stretching. Static stretches are those exercises where you hold a joint or muscle in a set position for an extended period of time. Dynamic stretches on the other hand are those that work the joint and the muscle through a continual range of motion (the joint is constantly flexed and extended and the muscle keeps changing length). I imagine that if you observed golfers at the driving range, they would be more likely to perform some funky sort of static stretch as opposed to dynamic stretches. Unfortunately, research has suggested that static stretching significantly reduces force production (Yamaguchi et al., 2006) and as a consequence significantly reduces golfers clubhead speed (Gergely, 2009). Dynamic stretches, however are highly beneficial to the game of golf. So why do golfers still avoid performing stretches? This is most likely, but not exclusively, due to a number of reasons including a) not under46
Jack Wells is the Training Executive for Sports Science at The PGA. He is currently studying for a PhD in Strength and Conditioning and Biomechanics for golf. Some of Jack’s research has been published in academic journals and is also being utilised with golfers on the European Tour. standing the benefit, b) lack of knowledge of what to do, and c) feeling embarrassed. Luckily, as PGA Professionals, you can address all of these issues with the following practical applications. Not understanding the benefits Research has highlighted that dynamic stretching significantly improves centeredness of strike (Moran et al., 2009), straightens swing path (Moran et al., 2009), increases clubhead speed (Fradkin et al., 2004), increases ball speed (Langdown et al., 2018) and increases drive distance (Sorbie et al., 2016). As such, there is clear evidence that dynamic stretching is beneficial for golfers in a number of ways. Lack of knowledge of what to do Myself and a number of colleagues recently published an article in the Journal of Sports Sciences highlighting that golfers can significantly increase their ball speed by 2.06 mph following a dynamic warm-up. If you’re interested in reading this, I’ve added the full reference at the end of this article. Assuming there are no other adverse effects to the ball (i.e. spin), physics would tell us that the golf ball will travel further, which would roughly be projected to increase by 6 yards. This is certainly advantageous, especially when this warm-up consists of only 5 exercises that can be performed without any equipment.
If you look at table 1 below, this provides a detailed description of these exercises along with pictures. The key with this is to get the intensity right because if someone is working too hard, they’ll be too tired. If they’re not working hard enough, the warm-up will have no benefit. We try to ensure that the golfers are working at an intensity of 3-4 out of 10 (0 being sitting down – 10 being working at their maximum intensity). It’s important to remember that this rating is relative for different individuals. For example, you may find that the sets and reps you use for a young golfer may be too many for an older golfer. Feeling embarrassed This is typically a cultural aspect of the game and can certainly be a challenge. However, there are ways around this. Advise your golfers to warm-up before their lesson with you. If they don’t that’s fine, but you can then spend the first few minutes of your lesson warming them up (using the protocol in table 1). What will happen is they will start to warm-up before the session as they will want to maximise the time working on their technique with you. Make sure you practice what you preach. You’re a good golfer at your club and considered to be the expert. If golfers see you warming-up prior to play and practice, they would be more likely to follow suit. Validate the warm-up. This can be achieved using a launch monitor whereby you could show the golfer some key data (e.g. clubhead speed, ball speed, carry distance) before and after they warm-up. That way the benefits can be seen. If you don’t have a launch monitor, you could look at how far they are hitting the ball, ask them ‘how they feel’ or test centredness of strike using face tape.
1
2 3
August 2019
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T H E O RY COAC H I NG Table 1: Dynamic Stretching Protocol Exercise Sets/Reps Start position Clock lunges
2 x 4 reps each side. Forwards, lateral, reverse, crossed reverse lunge each side
Overhead squat (with club overhead)
1 x 10 reps
Scapula wall slides
2 x 30 seconds with 10 seconds rest in between sets
Mid position (where applicable)
Final position
Hip mobility Open and close the gate
1 x 6 reps each side for each exercise
Thoracic rotations Back foot down for single 1 x 6 reps each side leg balance and rotation rotating both side per rep
4
If the golfer doesn’t want to do all the warm-up exercises, perhaps get them to do a couple of the key exercises (hip mobility and thoracic rotations). Hopefully this article has helped to highlight how beneficial a warm-up can be along with providing you with some practical applications. The golfers who come The PGA Professional
| #makinggolfhappen
to you for a lesson want to improve their game – simply put, you can already achieve this goal by utilising a warm-up prior to making any technical changes. I fundamentally believe that you are best placed to change the culture and in doing so, change the game. Follow Jack on Twitter @jackwells009
Full reference for the warm-up paper, which can be found on Research Gate. Langdown, B.L., Wells, J.E.T., Graham, S. & Bridge, M.W. (2018). Acute effects of different warm-up protocols on highly skilled golfers’ drive performance, Journal of Sports Sciences, 37, (6), 656-664. 47
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I N T E RV I E W PER S O N A L DEV ELO PM ENT
Q&A Positive action Highly respected performance coach Ian Peek spreads his wealth and knowledge of the game of golf as a player, coach and consultant around the world. He resides in Germany and is based at Golf-Club Sigmaringen
I increased my coaching fees by 10 per cent most of my customers remained with me through every stage and price increase. What did your work as consultant to golf federations around the world involve? Every consultancy trip is different but it really is about trying to help local golfers or golfing
How did you get into golf?
officials help themselves through education.
We had a school sports field behind our house
My trips to Chile focused on developing the
in Duns, Scotland and our new neighbour
skills of the local coaches while in Bangladesh I
back in 1980 used to practice there in the evenings. I started going to watch him practice
worked more with the national squad players. Ian Peek: performance coaching worldwide
and I gave it a try. I joined Duns Golf Club and it was the perfect place to learn the game.
In Honduras in 2006 and 2007 I worked with the club level junior players and in Poland
the winter down-time allowed me to travel as
in 2008 I assisted the Polish PGA with the
a mini-tour pro and undertake coach further
running of their final year assistant exams.
Who gave you your first golf
education. It’s always nice going back to the
lesson?
UK but the world beyond it is a great place
What do you enjoy most about
My neighbour, Eric Massie, a 2 handicapper,
to work too. In recent years the winters have
presenting your coaching
told me back in 1980 ‘keep your head steady
allowed me time to study, run golf schools to
philosophies around the world?
until you’ve hit the ball’ – still good advice
southern Europe and travel globally presenting
The goal of every presentation I give is to help
today for most golfers.
at seminars and conferences. In 2019 I started
others get ahead and encourage them to make
broadcasting coaching webinars and that
a start. I’ve had a number of great mentors and
programme will be expanded next winter.
I hope my seminars and webinars help others
What has your career path been as a PGA Member?
take positive action in their careers. I also really
My loves within the profession are for
Why did you set up Impact Golf
enjoy chewing the fat with colleagues and
coaching, selling and people and obviously
Academy (IGA) and how has it
hearing their stories at seminars.
those three areas overlap daily. I have always
become one of the best equipped
enjoyed trying new things and improving
teaching facilities in Germany?
What does being a PGA Master
myself. I think it was the late Steve Jobs that
I started to use IGA as a brand name following
Professional mean to you?
said ‘you can only join up the dots looking
a 1995 live presentation by Michael Hebron
This award is my career highlight for sure.
back not looking forward’ and my dad
in Spain. The ethos of IGA to customers is
Part of my desire to study for my PhD. was
encouraged me early on in my life to be pretty
still largely minimum swing change with
influenced by me trying to work towards
fearless about trying out new things and
maximum improvement to impact and ball-
possible Master PGA status and helping the
experience what is out there. Asking questions,
flight. By 2008 I felt I needed to really ‘up’
golf coaching industry to improve through my
learning and earning have always excited and
my coaching business to keep me ahead of the
newly learned knowledge.
motivated me.
competition in South West Germany. With the internet I was able to see the best equipped
What would you have done if you
What’s the best thing about
coaching studios in the USA and knew what
hadn’t been a PGA Professional?
working overseas as a PGA
I needed to build. By 2008 I was 39-years-old
I’m sure I would be working somewhere within
Professional?
and investing my own money in projects had
the golf industry. Ironically, when I started my
In the early 90s I really enjoyed learning the
become a habit. With the building and high-
PGA training with John Stark in March 1987
language and culture of Germany. In Southern
tech training-aids I invested 120,000 EuroS
my fall-back plan, if things didn’t work out for
Germany the golf season is really from April
in developing the studio between 2008 and
me at Crieff, was to go to university. I did end
to the end of October and in the early years
2012. With every new high-tech investment
up going, but 26 years later than planned.
The PGA Professional
| #makinggolfhappen
49
M A R KETING
Terms and conditions apply
Antje Derks looks at how to run a successful – and legal – competition. Part Two
INGREDIENTS So, just to recap the ingredients of a great competition – you will need an attention-grabbing title – this needs to be short and snappy. Make sure it does what it says and include a clear call to action. Remember to include the prize and your business. For example: “Enter to win a two-hour private golf lesson with Tom Jones, PGA qualified coach – worth £200”. Make sure the entry 50
requirements and rules are clear and concise and that it’s easy to submit an entry. You don’t want prospective entrants trawling your site trying to find out how and where they can enter. You want a decent image too – one of you coaching if possible – if that’s the prize, or the goodies you’re giving away if you run a Pro Shop. Lastly, make it clear where your campaign will run, how people can enter and what the time frame is and how the winner will be selected (random or judged). Once you’ve got your competition ready to roll, you’ve got to get people to enter. You will need to have a strategy in place – as we discussed in the previous article – you will need clear goals in your mind of what you want the competition to achieve (new leads, sales, brand awareness etc). Naturally, you will market it regularly through your social media channels and offline too. Perhaps
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You will need to have a strategy in place. You will need clear goals of what you want the competition to achieve
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I
n the last article, we explored the benefits of running a successful competition and how it could potentially boost your brand, sales and visibility, while still adhering to the law. In the second part of this feature, I will be looking at how to promote your competition, how to track the results and what you should do post-competition to keep warm any leads. Let’s say you now have an idea for your competition and a prize in place – so it is time to act and build your competition. You could use one of the numerous contest apps out there – like WooBox, OfferPop or RaffleCopter – to help your run your competition smoothly, but you don’t have to. You can do it the old fashioned way too by using some good old fashioned scheduling tools such as Buffer and Hootsuite.
your local club has a newsletter of magazine you could include it in. Make flyers and leave them at the clubhouse and so on. Furthermore, you could add a promotional banner to your website – preferably one that pops up on every page, with a clear link to your competition landing page – again, make sure you highlight the prizes and exactly how to enter and a deadline. EMAIL BLASTS Remember, a well constructed and dare I say – sexy – email blast to your customer database, telling them about the competition and the brilliant prizes up for grabs, is sure to gain some entries. They might – if you’re lucky – share it with friends too. Social media is your promotional weapon. Get it seen on ALL your platforms and encourage your followers to share it with their wider networks. For example – a private two-hour golf lesson might encourage a previous nonplayer to have a go and if they love it – and you – enough, they might convert into a regular new client. I’ve talked about social media advertising in a previous article (The PGA Professional July 2019) and I would certainly recommend that you put a small amount of budget aside for some targeted Facebook adverts. I am not going to go on August 2019
| www.pga.info
M A R K ET I N G
FACEBOOK Here’s how it works in the most basic sense: You want to attract people who are likely to become customers in the future. You do this by offering a prize related to your business – coaching or products and also by targeting your desired market with a Facebook Ad that ensures only people who are likely to become customers will see it. To do this, you click on the ‘interests’ box to target people who have liked or ‘expressed an interest in’ golf – which is your target market. Because only targeting people interested in golf isn’t going to give you massive traction, I would also add ‘outdoor hobbies’ or even ‘fitness’ to the mix and see what you get. As with everything, there is a bit of testing you will need to do. Testing is essential Using digital entry tools such as tablets in your Pro Shop can help boost entries and collect data
The PGA Professional
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in all aspects of marketing, but especially in advertising.Over the years, I have seen ad click through rates double or triple because of a small change to image, copy, headline or target audience. Competition advertisements are no different. It’s actually very easy to start testing the variables on your Facebook ads. Firstly, create an advert, then, the next time you log in you’ll be sent to the next stage of the Facebook ad platform – a stage which allows you to create ad campaigns and multiple ads directed at the same landing page. You’ll also see your ad’s performance next to the rest of your ads, which will allow you to determine which variable is working best for you. It’s such a transparent and easy process as well
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It’s actually very easy to start testing the variables on your Facebook ads... It’s such a transparent and easy process as well as being inexepensive
‘‘
about how amazing Facebook’s targeting capabilities are – I am sure you’ve heard it all before – but as a last word, they’re unparalleled, especially as the two main aims of the majority of competitions are to generate new leads and raise awareness. Either way, you’d be looking at targeting people who aren’t currently following your pages to follow them and potentially become your clients or customers.
as being inexpensive. Just make sure you set your budgets when you create your adverts and launch your campaign. Promotion offline shouldn’t be discounted either – as mentioned above, flyers and adverts in local papers et al are useful, just include a QR code that can be scanned and links directly to your competition, which allows easy access for everyone with a smartphone. Running a competition is all about tangible results. As we discussed, you need to have a clear set of goals BEFORE you start, so you can measure your campaign against them. It is a good idea to track your campaign in real-time, so you can adapt your marketing on the hoof, which also means you can keep an eye on your return on investment and KPIs. Google analytics is a great way of tracking competition page visits, referral traffic and other site traffic – if you have it set up. If you haven’t done it already, I recommend you do. Additionally,you can track visitors to your website using your backend analytics – remember that they will vary, depending on your site. If you use Facebook paid for ads, you will have analytics with them too. WHAT NEXT? So, you have run your competition and it was a success. So now what? Well, it is time to deepen your relationship with those that entered. Firstly, let the winner know that they have won and share the win on social networks – mention the winner (tagging them in on your social networks) and the prize they have bagged. It gives you one last bang on the competition drum. If your competition involved entrants creating content – a video, blog, caption competition etc, share the winner’s offering and the best of the runners up. Make sure you clearly state in the T&Cs that content will be used by you on your social media platforms and website, by entering, they agree to its usage. Lastly, send a follow-up email to all those that have taken part and invite them to participate in the next one as well as giving them a small discount code to use against a lesson or in the pro shop. 51
A D V E R T O R I A L
Do you want to be a better GM? 59club holds the key to your future success
High above the golden Gower sand, with 360-degree cliff top views across the spectacular Bristol Channel in one direction, and the distant Brecon Beacons in the other, sits Langland Bay Golf Club. As the saying goes ‘people build reputations’ – and never has this been truer than the case of Langland Bay. Behind the club’s impressive charm is an ambitious and highly decorated PGA Director of Golf, Andrew Minty. Minty, crowned UK Golf Club Manager of the year in 2016, was the youngest PGA pro in the UK to gain the PGA Director of Golf qualification, and both youngest in UK and first in Wales to win the GCMA Manager of the Year award. Most recently, Langland Bay was awarded a my59 Service Excellence award at the 9th annual awards ceremony at St Andrews in March 2019.
Andrew Minty, Director of Golf – Langland Bay
Langland Bay Golf Club, Swansea
Having managed Langland Bay for the last nine and a half years, Andrew’s thirst for knowledge and progression saw an early engagement with 59club to support the club’s strategy to drive all revenue streams across staff, customer services, marketing and promotion.
The incessant desire to boost member-guest satisfaction, revenue and profits saw Langland Bay become 59club’s very first adopter of the extremely valuable tool in 59club’s arsenal, ‘my59’. The survey software benchmarks customer experience via its real-time customer satisfaction surveys.
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“As a result of my59, the average survey participation at Langland Bay has risen to an 84% completion rate, which is a 40% increase on surveys that were conducted previously through other mediums.
A year into the partnership, Langland Bay went on to win We have tripled our green fee the coveted Welsh “I would highly recommend 59club to revenue in the last three years Golf Club of the Year every golf club. The guidance from all award 2013. Andrew the staff across their survey platform and maintained a 40% repeat attributes a big is invaluable, meaning we can create part of his success visitor booking rate year on year. excellent content which will result in to the analysis he valuable feedback. The mystery shopping received from 59club’s service creates the foundation to achieve mystery guest visits, successful sales performance & customer which has enabled Langland Bay to offer its members and service delivery – I know this more than anyone – having guests an experience, and not just a simple game of golf. been tested in the past by 59club in a previous role when starting my career at Machynys Golf Club!” Commenting on their longstanding relationship with 59club, Andrew said: “We have tripled our green Andrew is an active board member and Director of fee revenue in the last three years and maintained Wales Golf and an ambassador for Golf Tourism Wales. a 40% repeat visitor booking rate year on year. It’s little wonder that a club led with such determination and a hunger for perfection has achieved such financial “We have a waiting list for members, which is a nice gains and are championing change within the region. problem to have and testament to the service my staff provide and the reputation we continue to build. Your regional 59club representative is waiting to discuss your needs and build a clear “Upselling products and services in the pro shop strategy for you to advance. has also increased over the last 12 months alone by as much as 15%. We have also seen a huge Visit www.59club.com increase in our staff’s professionalism.” for more information.
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August 2019
| www.pga.info
YO U R B R A N D PER S O N A L DEV ELO PM ENT
Gimme five! Describe yourself in five words to build your personal brand, says Antje Derks
“F
ive words?” I hear you cry. describe you professionally – why do you “That’s impossible!” Actually, feel that these words do you and your busiit isn’t. Adjectives are key to ness justice and how they could be applied finding out who you are and what you – and in real-life examples? So, in order to do that, your business – stand for. We’ve discussed you need to pretend that you’re at a job writing brand statements, but I am aware interview. You’ve just been asked: Give me that some of you may be sitting in front of an example of how you are – for arguments’ a blank screen with a chronic case of writer’s sake – vivacious. Write down your answer to block – so this article will be like a brainthe question – swapping out vivacious for storm. So, before you read on, grab a sheet your own adjective. These exercises will help of paper and a pen. you develop your When I work personal brand and with clients – both formulate the key you need to think large and small – selling points for you about WHY these who are seeking and your business. words describe you branding advice, I Still stuck? Here usually ask them to are a couple of words professionally describe themselves that always work in five words. If well for anyone: I had to describe myself it would be: Hard The first is Ethical. Essentially, this working, vivacious, trustworthy, noisy, means how you go about handling tough funny. So now it’s your turn. Write down the ethical dilemmas – what you do speaks volfirst five words that come into your head that umes about you, your character and your you feel describe you. Don’t overthink it. credibility. How would you handle finding Then, to build on that, we need to think someone being dishonest or cheating? Are about whether these five words describe you solid and dependable – would people say you personally and professionally. Keep the that you can be relied on to do the right thing words that do both and discard the ones in your industry? that are just personal and replace them with Adaptable. Is that a word you could however many you need that describe you use to describe yourself? As a golf professional professionally and total up to five. Then who teaches people from all walks of life, I’d you need to think about WHY these words say you have to be ! The way you teach a
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The PGA Professional
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child will be very different from a retiree – you have to adapt to the circumstances and the needs of your client. Do you have tricky customers who find it hard to listen? How do you deal with that? Furthermore, as a small business owner, you have to be all things to all people – you have to adapt to the various roles you have to play. After all, you are your own booking agent, marketing director, content creator and social media guru. Resilient. Any small business owner will know what it means to be resilient. You have to roll with the punches. Setting up your own business is never easy and you will have experienced a rollercoaster of emotions but if you’re reading this, you’ve been resilient enough to keep getting back up and cracking on. The last word you might think about using is patient. This might seem like an odd choice – but as a teaching professional you need patience, tolerance and humour to deliver a good lesson and get the best out of your clients. If I was looking for a golf coach, I’d be looking for someone who had all those qualities. So you see, there is no right or wrong answer in selecting the five words to describe yourself and your business when you’re building your personal brand. Ultimately, what it comes down to is being authentic and true to yourself so that your personal brand is the real you.
Get it done
1 Grab a sheet of paper and a pen 2 Write down five words that describe you – don’t overthink it! 3 Now, look at which ones work in a professional sense and discard the rest
4 Think about how you’d describe yourself professionally 5 Under each word, write a couple
of sentences about why you have chosen that particular adjective
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CLU B MA NAG E M E NT M E M B E R R E C RU I T M E N T
Running a successful member recruitment campaign If you want to welcome more members to your club, look at SMART objectives
Increasingly PGA Professionals are playing a greater role in the recruitment of members. More and more are even incentivised to do so. As we build up to one of the most popular membership recruitment months – September – we look at the elements you need to think about when planning and implementing a successful recruitment campaign.
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Consider why people play and that may also impact how you try and attract them.
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54
U
nfortunately for some clubs, implementing a recruitment campaign involves the following conversation at committee: “We need more members.” “OK. Let’s put an advert in the local paper and offer them 10% off.” No one is suggesting that new members will not be acquired in this way but with resources tight for many people, maximising your spend to deliver what you want is more likely if you follow some key steps. • Plan • Target audience • The offer • Budget • Promotion • Briefing your staff • Track the activity • Final review
PLAN, PLAN, PLAN When do you want to have your campaign? Why do you want it then? How long shall it run for? What’s the budget? Who are you trying to attract? What’s the offer? How many new members do you want? Where shall we promote it? It can be a never-ending list of questions but if you work through each stage carefully then the result will be significantly better. An effective way to start planning is to set your objectives (see table opposite). Make them SMART: • Specific • Measurable • Achievable • Realistic • Timely This gives you a base to work from. You know what you want, you have a success measure built in, you have an agreed offer and a set time period. August 2019
| www.pga.info
M E M B E R R E C RU I T M E N T C LU B M A N AG EM ENT SMART
Not so SMART
Specific
We want 30 more new members
We want more members
Measurable
Compared to the same time frame last year
We will know when we’ve got enough
Achievable
Who are new to golf across a variety of membership categories
All established golfers and 7-day members
With a range of offers to suit their individual needs
All paying full price
6 months
ASAP
Realistic
Timely
TARGET AUDIENCE You may want 30 members but do you know who they are? Your current membership will give you a good indication of your type of customer. Some key things to bear in mind are age, income, location, type of player, etc. Consider why people play and that may also impact how you choose to try and attract them. The audience could be people who are new to golf. This could be juniors, a retiree trying something different, women, people trying new exercise, middle-aged sportspeople now unable to compete in more active sports e.g. football, rugby. Thinking about your target audience is also useful when considering how to reach them and which offer to pitch. THE OFFER New to golf suggests that one of the first things they would want to do is to learn the game so lessons linked to a membership offer could be an option. If you are trying to encourage 30 people then group lessons as part of the package could be a route you may want to take. Consider what the new to golfer would want. It is unlikely to be 15% off their annual fee for a sport they are just trying. Likewise, as someone new to golf they may be reluctant to part with a full annual membership. Flexible memberships or a trial membership are options. Indeed, this may be a marketing funnel of activity where people are first attracted by lessons and converted to a membership over time. The PGA Professional
| #makinggolfhappen
BUDGET If those are the aims then the next thing to establish is a budget. How much funding you have will determine which options are available for you to use for marketing purposes. PROMOTION Consider where you audience is. For example, for juniors new to golf you may want to think about a scheme with the local schools. Are there local groups which could fit the profile? Make the most of your own channels – the clubhouse, your website, the pro shop and external banners are all options which can be cost effective. While reviewing which channels are best for your audience don’t forget to consider utilising your existing members. They will be your best advocates and you can easily put activity in place which is also beneficial for them. ‘Member get member’ campaigns work very successfully if planned and promoted properly. BRIEFING YOUR STAFF There’s little worse than someone phoning about an offer only to be told that the person they are speaking to has no idea what they are talking about. This is the first impression they may have of your club – not very encouraging. This is not just the office and pro shop staff, there will be occasions where both are closed and someone heads to the bar to enquire. Staff don’t have to
Make sure staff are briefed on offers and initiatives
learn everything in detail but providing some simple crib sheets for them to work with ensures they are able to answers any enquiries as best they can. TRACK THE ACTIVITY Review the activity on a weekly basis to see how things are progressing. If you can code where the enquiries/sign-ups are coming from then this will also give you an indication of which activity is working best for you. Useful for future activity. FINAL REVIEW Always do an overall review and summary of the activity when it has finished. Report against the original targets, be clear on what you did and highlight any learnings you may have got from the activity. Following the steps below will give you confidence that you are giving the activity the best chance of success.
Review benefits ✓ It provides a cost per acquisition rate which enables benchmarking against other activity;
✓ It gives a record of what was done and the results. Club managers, committee members and staff change all the time and such information is useful for new people coming into these roles;
✓ It highlights whether you achieved your objectives.
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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 sunshine season
Whether you’re looking to book a last minute family getaway or enjoy the blockbuster of the summer, PGA Benefits is here to save you money.
It’s simple to access your PGA Membership benefits All PGA Members have access to a range of benefits through PGA Benefits – visit
www.pga.info/members – a portfolio of money-saving discounts and offers, designed to support them both personally and professionally. There is no extra charge to access the discounts – they are automatically eligible by virtue of their membership. At a time when every penny really does count, PGA Benefits has been designed to make membership more rewarding.
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.
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.
We realise that it is becoming increasingly easy to find ‘competitive’ deals and offers through work or on the internet. That’s why many of the benefits carry a stamp:
National Price Promise This stamp means that members should be getting the best possible price / deal in the UK, for this product or service.
Provider Price Promise This stamp means that members should be getting the best possible price / deal that this company makes available.
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.
For more information log on to PGA Benefits via www.pga.info/members Terms and conditions apply to all benefits. See website for details. Offers correct at time of print. 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. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.
More Members’ benefits overleaf ! >> The PGA Professional
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57
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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 +44 (0) 333 000 2082.
BMW* Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit https://www.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 per cent 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.
August 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 +44 (0)1730 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 Offer 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 five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email pga@golfbreaks.com
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 Car 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.
PGA National Ireland 20% discount on B&B rates published on https://www.slieverussell.ie/ Contact the hotel on +353 49 952 6444 or at 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
| #makinggolfhappen
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SI TUATIO NS VACANT re c r uit m en t @ p g a . o r g . u k
Blackpool North Shore Golf Club Blackpool North Shore Golf Club is seeking a traditional PGA qualified professional to lead and develop our golf club retail outlet. We are a well-established 116 years old members club on the Lancashire Fylde Coast which has previously been a two-time Open Championship final qualifying course and is currently the home of the James Brearley & Sons Lancashire PGA Open. The course is a Harry Colt design and is at the moment recognised as the most improved course in the area. The club is currently in the process of restructuring our management team and would look for applicants to be forward thinking and ambitious to deliver outstanding service to our members and visitors. We would also look towards them being able to develop our teaching academy and to help promote our club both locally and further afield in conjunction with our management team. If you would like further details of this self-employed position please send your CV and covering letter by post/email to Blackpool North Shore GC, Devonshire Road, Blackpool, FY2 0RD or to dawn@bnsgc.com marked FAO Bob Edgar. Closing date for applications 31/8/2019.
Be part of ‘Our Glorious Playground’… We are looking for an enthusiastic and customer-service orientated trainee or PGA professional for the position of Retail Shift Leader within the golf shop and the PGA National Academy, Scotland. We offer a highly competitive salary and excellent company benefits. Overview: If you want to further your golf career at a world leading golf venue then read on… The ideal candidate will be passionate about carving out a career within golf. Keen to develop key skills and experience from working within a first class team. You will be part of a dynamic team dedicated to providing excellent customer service in a top golf retail environment.
We are looking for an enthusiastic, highly motivated, engaging individual to join our specialist golf retail team. The role is ideally suited to either a trainee or qualified PGA Professional with a passion for retail and a focus on sales and customer service. You will play a key part in delivering the highest levels of service within a growing and evolving hospitality brand. Experienced within a golf sales retail environment, a people person where customer service comes naturally. Forward CV to Stephen.hamilton@gleneagles.com.
Badgemore Park - Head PGA Professional Set just outside the historic town of Henley-on-Thames, Badgemore Park boasts a stunning 18-hole parkland golf course and excellent shortgame practise facilities including a dedicated teaching area as well bed & breakfast accommodation, state of the art gym and glorious clubhouse. With recent investment across the Club and further investment planned, we require a Head PGA Professional to lead the team through this exciting time. Key Responsibilities: • Management of club Pro Shop. • Delivery of high-quality coaching. • Generating casual green fee revenue and management of tee sheet. • Play a key role in promoting and organising annual Open events & Pro-Am • Overseeing golf operations team to ensure excellent service is provided to members and visitors. • Work closely with Gym Operations team to ensure required customer experience is delivered. • Work with club committees to administer competitions. • Ensure ongoing maintenance of department equipment. • Ongoing management of data capture procedures. • Fulfil duty management role as required and work with other Heads of Departments to drive business forward.
Applicants must have: • Relevant PGA qualifications. • Previous experience in pro shop management/operations. • Ability to successfully manage and develop a team. What you will receive in return? • Competitive salary plus bonuses • Free use of the Club’s facilities for coaching. • Ability to keep 100% of coaching income • Company pension scheme. • Career development and progression opportunities. • Complimentary gym membership. • 28 days holiday per annum (including bank holidays). • Meal on shift.
This is an excellent opportunity for a current Head Professional looking for a new challenge or a current Assistant Professional looking to take the next step in their career.
If you are interested in the position, please send your CV and covering letter to Marc Goodwin, Business Director at businessdirector@badgemorepark.com or telephone 01491 637 308 / 07506 715 809
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August 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
Weymouth Golf Club Club Professional
Assistant to Head Professional Fancy living and working in the beautiful sunny island of Guernsey? The British Isles’ best kept secret, Guernsey has low rates of income tax, low crime, a high-quality outdoors lifestyle, as well as some of the most beautiful beaches right on your doorstep. The Golf Club and JamGolf are looking for a PGA-qualified golf professional to assist the club’s Head Professional. The ideal candidate will join the team at the state-of-the-art facilities at St Pierre Park Hotel Spa & Golf Club in St Peter Port, Guernsey. • Coach at all levels • Assistance given with accommodation • Attractive remuneration package • Thriving Junior Academy To apply, please send your CV to kirstie@golf.gg Closing date for applications: 31st August 2019
Mid Sussex Golf Club is a modern forward thinking golf club which is growing year-on-year. We are seeking a 1st/2nd year trainee to work under the Head Professional. High earning potential and great opportunities await the successful candidate. Key roles include: - Coaching and developing Junior golf - Club Fitting - Retail sales - Assisting Members and guests Qualities Required: - Must be good at customer engagement - Have a passion for coaching and be well organized - Work well as part of a team - IT skills - Full CRB check - Must be ambitious and self driven Please apply with C.V and covering letter via email to Mark Fairhall - Mark@midsussexgolfclub.co.uk
Situated close to the centre of Weymouth, this established James Braid designed course was founded in 1909 and enjoys magnificent views of the Dorset countryside and Jurassic Coast. Weymouth Golf Club requires an experienced self-motivated PGA Professional with drive and determination to continue to take the club forward. Applicants to provide details of previous experience working within the golf industry and managing a retail environment. The successful candidate must have excellent interpersonal, communication and organisational skills to work across all areas of the club, including external visitors and societies. Focus on delivering an excellent customer experience will be essential to the marketing and promotion of the club with a view to a future management position. • • • •
Key responsibilities include: Establishing and operating a well-stocked shop and managing staffing levels. Ensure excellent service is consistently delivered to members & visitors. Developing and enhancing the existing coaching and tuition model at the club. Acting as an ambassador for the club at all times.
If you would like to be considered for this exciting opportunity, please send a covering letter and CV to: weymouthgolfclub@gmail.com Closing date 30th August 2019
Join Scotland’s largest independent golf retailer. We are expanding and are looking for a PGA Professional to join us at Affordable Golf. This full-time position will focus on maintaining and growing a 35 hour-a-week teaching diary. As well as excellent knowledge and ability in custom fitting all major brands. Job Description: • Organise teaching diary, maintain and increase a large lesson base. • Provide first-class custom fitting service • Maximise sales opportunities and achieve targets • Providing a high level of customer service • Salary is negotiable depending on experience. Bonus opportunities also available. Please send CV’s to davidstein@affordablegolf.co.uk
Supporting the relationship between PGA Professionals and the golf industry
Royal Norwich, Norfolk A unique opportunity to join our golf services team. We are looking for individuals to join our exceptional staff team during the most exciting period in Royal Norwich’s history. In September 2019 we will be relocating to our new state of the art facility and we are currently recruiting within the academy, coaching and retail elements of the business. Please apply to: neil.lythgoe@royalnorwichgolf.co.uk
The PGA Professional
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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
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E MPLOYMENT O P P O RTU NIT I ES rec r u i t m en t @ p g a . o r g . u k UK AND IRELAND The Ridge Golf Club, Kent
Assistant Professional opportunity at a busy Golf Club in Kent. 30+ hours per week with coaching opportunities available, depending on previous experience and stage of PGA training. We are looking for a highly driven individual with an appreciation for high quality customer service. CV and cover letter to: info@theridgegolfacademy.co.uk Redditch Golf Club, Worcestershire
An exciting opportunity awaits a driven individual at Redditch Golf Club, Worcestershire. Assistant Professional role ideally for year 1 or 2 assistant or looking to start PGA programme in September. Role encompasses coaching opportunity, retail and member services. Competitive salary dependent upon experience. Email CV and cover letter to alexrichardsongolfcoaching@gmail.com Craig Donnelly Golf, Fife
Opportunity to join one of Scotland’s fastest growing businesses. Large Professional team at 4 retail stores, 3 driving ranges and overseas coaching business. Trackman, award winning custom fitting team and toptracer range. Position is suited for highly motivated person who wants to exceed. Send CV and covering letter to Kevin@craigdonnellygolf.com Linlithgow Golf Club, W Lothian
Fantastic opportunity at Linlithgow Golf Club for an already registered PGA Assistant or someone looking to start a career in Professional Golf. Applicants should be highly motivated to learn and experience every aspect of being a Professional. Please apply via email to calumlawson@linlithgowgolf.co.uk The Wisley, Surrey
PGA Trainee required to join our Golf Operations team and be golf services based. The candidate must be enthusiastic, reliable, hardworking and be able to provide quality customer service at a private members Golf Club in Surrey. Must be flexible with working hours, including weekends. Please email CV/cover letter to Harry Green harry.green@thewisley.com North Wilts Golf Club
Full time Head Assistant Professional We are looking to recruit a Head Assistant Professional who is dynamic, forward-thinking and reliable. The successful applicant will undertake the majority of coaching including juniors as well as shop hours. Flexible working hours within this fantastic golf club team. Please apply with CV to richard@richardblake.co.uk Killiney Golf Club, Ireland
Enthusiastic, reliable and hardworking Assistant/Trainee required for very prestigious members club in South Dublin. Role includes shop hours, weekend kids coaching and custom fitting/repairs. For further information contact Leo at leohynesgolf@gmail.com. Midlands Golf Academy
Required to launch and manage the new Midlands Golf Academy at Ansty Golf Centre, Coventry. Candidates must be highly motivated with experience in Academy development to deliver and manage a successful coaching programme in a busy environment. Send your CV to Ian Nicholson at ian@midsgolf.com 62
Leatherhead Golf Club
Fantastic opportunity for an aspiring, hardworking PGA Professional to provide instruction and overall management of the Golf Academy along with day to day Members tuition. Facilities include new Short game area, putting green, driving range, GC2 and use of Golf Course. Competitive package plus commission and benefits. All enquiries to michael.lowe@playgolfworld.com Nizels Golf and Country Club
Nizels Golf and Country Club has a fantastic opportunity for a golf assistant. Applicants must be hard working, motivated and ambitious. Duties include helping develop a junior and beginner coaching academy, reception and retail responsibilities, as well as membership relations. Please send CV and a covering letter to t.triana@theclubcompany.com Windmill Leisure, Bristol
Qualified PGA Professional / Registered Assistant required at our very busy Golf Academy and Leisure complex. Applicants must have a genuine passion for coaching, custom fitting together with an engaging personality and enjoy working within a dynamic team. Great earning potential with flexibility on the role. Applications together with CV to adriansmithpgagolfprofessional@gmail.com Enmore Park Golf Club
Looking to recruit a Head Assistant Professional who is hard-working, reliable and engaging person. Role will include retail, custom fitting, plenty of coaching including juniors and time to play. Must have a fresh, modern approach on a traditional role. Please apply with CV to barryforstergolf@gmail.com
OVERSEAS SGA Golf Academy Beijing
Head PGA Teaching Professional required at SGA Golf Academy, Beijing. Successful candidate will work well with an international, multicultural team of coaches. Experience with Flightscope, Boditrack advantageous. 40% –50% sharing package (Basic salary, commissions and performance related bonuses.) Apply with CV to Li Ming: sgagolf@qq.com The Ritz-Carlton Golf Club, Grand Cayman
Qualified and experienced Head Golf Mechanic vacancy for a luxury collection golf club based in the Caribbean. Exciting opportunity to join a leading golf club with first-class facilities, combined with exceptional products and services. Please send cover letter and CV to stephen.banks@ritzcarlton.com, PGA Director of Golf. Abu Dhabi Golf Club and Saadiyat Beach Golf Club, UAE
Reporting to the Senior Sales Manager, an exciting opportunity has arisen to work in this group sales repetitive role within the Troon team. The successful candidate will be dynamic, passionate about golf, outgoing, have high administrative skills and be ambitious. Role is focused around local and international group business. Applications to cnorris@troon.com To place your vacancy/availability here contact Jessica Harrison in Member Services at: recruitment@pga.org.uk or on 01675 470 333.
August 2019
| www.pga.info
OURNEW NEWGOLFER GOLFER OUR REGISTRATIONSCHEME SCHEME REGISTRATION MAKESDATA DATA MAKES COLLECTIONEASY EASY COLLECTION Mr. A Golfer Mr. A Golfer OGN 1000 0074 OGN 1000 0074
No sign up costs for your club No sign up costs for your club Full launch pack to get you started Full launch pack to get you started Earn commission on sign ups Earn commission on sign ups Improve your marketing capabilities Improve your marketing capabilities Help golfers stay insured on the course Help golfers stay insured on the course The Golfer Card is a new app which golfers can download FREE of charge and The Golfer Card is a new app which golfers can download FREE of charge and when the golfer is on site, they scan the QR code and they are ready to play. when the golfer is on site, they scan the QR code and they are ready to play. Backed by The PGA, the new Golfer Card app is an opportunity to build a Backed by The PGA, the new Golfer Card app is an opportunity to build a national database for the benefit of all the participating parties, and put you, national database for the benefit of all the participating parties, and put you, the PGA Professional at the heart of it. the PGA Professional at the heart of it. Sign up now at http://business.thegolfercard.co.uk Sign up now at http://business.thegolfercard.co.uk
® PGA is a registered trademark of The Professional Golfers’ Association Limited ® PGA is a registered trademark of The Professional Golfers’ Association Limited
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