The PGA Professional magazine - September 2020 by The PGA

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

2020

Volume 16 Issue 8 September 2020

VISION

NEW MEMBERSHIP STRUCTURE REVEALED

FIT FOR PURPOSE Custom Fit for growth

RANGE REVOLUTION Shot-tracking technology

PLAYER DEVELOPMENT Understand the 4C’s

One part past. Two parts future.

C O M I N G

F E B R U A R Y

2 0 2 1

CONTENTS FEATURES

TRAVEL

PGA 2020 VISION PGA Membership expanded to three categories

LOOKING TO BOOST YOUR INCOME?

Trips away with your members and clients could be the answer

FIVE OF THE BEST Golfbreaks.com most popular Pro Travel resorts to consider

COACHING

HOW DO YOU 4C PLAYER DEVELOPMENT?

Competence, confidence, character, connection

WEDGE IT CLOSER! Me and My Golf share their insights from working with Dustin Johnson

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Editor: jane.carter@golfconsulting.co.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Crossover Technologies, David Colclough, Antje Derks, Golfbreaks. com, Me and My Golf Photographers: Getty Images, Adobe Stock Production Assistant: Kelly Lewis

Design: Andrew Beavis

FIT FOR PURPOSE We focus on growing your custom fitting business and the technology that will help you do it

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

INSIDE THE PGA

04 12 66

ROBERT MAXFIELD This month from The PGA’s Chief Executive

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

MEMBERS SPOTLIGHT A Buzz abroad - Steve Buzza

INTERNATIONAL

GOLF IN THE GULF Coaching opportunities in Dubai

MARKETING

SOCIAL MEDIA MANAGEMENT TOOLS

PGA RETAIL

26 34

TRADE NEWS Latest product launches and industry news

LEADING THE RANGE REVOLUTION

Toptracer’s shot-tracking technology is proving a game-changer

DISPELLING THE MYTHS The latest EPOS systems will help you run your retail business more efficiently

The PGA Professional

Why they are vital for your marketing strategy

MEMBERSHIP

YOUR BENEFITS A selection of special deals and offers secured for you by The PGA

RECRUITMENT

#makinggolfhappen

SITUATIONS VACANT

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

The Perfect Match

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

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FROM THE CHIEF EXECUTIVE

his month is one of the most important in the history of The PGA as we launch our expanded membership categories. We have been developing the strategy and offer over the last 12 months following agreement by the Board and support from the wider membership that this was an important and welcome next step in the future of the Association. From November of this year there will be three categories of membership as we expand the traditional PGA Professional role into three – PGA Professional, PGA Coach and PGA Manager. The category of PGA Professional will remain, and many of you will choose to stay within it. Future members of the Association will be able to specialise from the outset. By moving from one general category to three specialist categories, we are highlighting the key roles that Members play in so many sectors of the industry and recognising your skills and influence in these roles.

“

benefits to include club management related services, as well as personal development support. Careers and recruitment will be an important pillar within the membership offer, supporting you in demonstrating relevant skills in the search for employment and better career opportunities in all sectors of the industry. The driving force behind the expansion has been ‘influence’. We want to speak to and work directly with the people who directly influence your day to day business and your futures, including golf club committees, golf club managers, and proprietors. We will be launching a PGA Business Management Group giving all who work in golf an association with The PGA, whilst a Club Volunteer membership will provide training and guidance for the very important volunteers within the game who not only have an influence on the way golf clubs are run but on PGA Members directly. By positioning The PGA at the heart of the golf club in this way, the status and reputation of PGA Members will in turn be enhanced and your value and expertise reinforced at club

Members will now be equipped to demonstrate their expertise and value to the wider industry, thereby increasing their relevance and influence

Members have long asked for the ability to better promote themselves as experts in their fields, whether it be to employers or consumers, and being able to specialise in this way provides that opportunity. Linked to the use of the PGA brand announced last year, we believe that any Member of the Association will now be equipped to demonstrate their expertise and value to the wider industry, thereby increasing their relevance and influence in an increasingly competitive marketplace. Members can work towards Advanced, Specialist and Master status within the PGA Professional and Coach categories, further cementing that specialisation. PGA Managers will be recognised at Senior and Executive level. As well as expanding the categories, we will begin to deliver a specialist learning framework for each which will allow you to further develop your skills and demonstrate that learning long past formal qualification. Our CPD offering will be the most comprehensive within the industry. We recognise that we need to expand our benefits and services to those Members who no longer work in the traditional role of PGA Professional and you will see a widening of the

The PGA Professional

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level. We will welcome all who work in the golf industry into the Business Management Group, further widening the status and reputation of PGA Members in other areas from retail, to manufacturing, travel, and other golf related sectors. Further details are in this issue of The PGA Professional magazine and over the coming weeks we will conduct a comprehensive communications campaign internally and to the wider industry announcing our intentions and the next steps for our Members. The events of the last few months have seen many industries and organisations look at their own future and that of those who rely on a sector for their livelihood. The golf industry is no exception. As well as challenges, there are now many opportunities and our strategy developed over the last 18 months has put us in a position to take advantage of those opportunities on behalf of our Members.

Robert Maxfield Chief Executive

NEW MEMBERSHIP STRUCTURE REVEALED

2020 VISION Recognising the enormous changes in golf and the need to evolve, The PGA’s new 2020 Vision initiative is the most significant structural change in the Association’s history. Here’s why it’s so critical and what it means for you as Members…

September 2020

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arch 2020 seems like a lifetime ago given the upheaval caused by the global pandemic, but cast your mind back six months and you may recall that just before lockdown, Members were updated on the Association’s plans to significantly evolve its membership structure in order to futureproof the changing role of both the organisation and the PGA Professional for decades to come. These changes, outlined by Chairman Alan White and Chief Executive Robert Maxfield, reflect a desire to ensure Members are prepared for golf in the 21st century and the organisation is able to broaden its sphere of influence in the golf industry. After many months of planning and consultation, this groundbreaking initiative – entitled 2020

Vision – is now ready to launch. To recap, the plan involves turning one Membership category, that of PGA Professional, into three clearly defined categories (PGA Professional, PGA Coach and PGA Manager) so that Members can choose a specialism that better reflects their role or area of interest. Each category has its own clearly defined structure and learning pillars, enabling Members to more easily demonstrate their expertise and value. In addition to that, two new Group Membership categories have also been created, called Business Management Group and Club Volunteer by PGA, which aim to bring those working and volunteering in golf under the umbrella of The PGA. The changes are undoubtedly significant, but 2020 Vision sits

hand-in-glove with The PGA’s stated aim of improving the personal and professional lives of members and can be clearly summed up by three core pillars. It recognises and champions Members’ expertise It positions The PGA at the heart of golf It increases the influence of The PGA on the business of golf In the coming weeks and months you’ll receive further information on the changes, but in the meantime read on for a summary of the 2020 Vision initiative. It’s also worth reading Robert Maxfield’s column on page 5 for some more insight from our Chief Executive…

“Change is never easy, but for existing Members it will mean enhanced services, a real focus on specialisation and career progression, as well as promoting the value of our Members to the golf business. The PGA will be regarded as integral to creating an increasingly relevant and skilled workforce not only in the area of Club Professionals but also in management roles and the wider golf industry.” Alan White, Chairman & PGA Master Professional

The PGA Professional

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RECOGNISING YOUR EXPERTISE THREE NEW MEMBERSHIP CATEGORIES In a rapidly-changing industry, the ability to specialise and be recognised as an expert in your chosen field by employers and consumers alike is vital. Moving from one general category to three specialist categories enables Members to promote themselves as specialists in their field, differentiate themselves from their peers and elevate themselves further by working towards Advanced, Specialist and Master status. PGA Professional – this category will see the existing membership maintained as the foundation membership with core qualifications

WHY THE NEED TO CHANGE?

and principles remaining unchanged. PGA Coach – a membership for qualified PGA Professionals whose core work and majority of time is spent in coaching, or potential new members coming through PGA educational pathways who wish to specialise in coaching from the outset. PGA Manager – recognising that 25% of our members hold management responsibilities, this category is for qualified PGA Professionals working in management positions or who wish to specialise in management roles across all sectors of the industry.

NEW MEMBERSHIP STRUCTURE AND LOGOS

PGA PROFESSIONAL

PGA MANAGER

GA COACH

PROFESSIONAL

COACH

ADVANCED ADVANCED SPECIALIST ADDING REAL VALUE PROFESSIONAL COACH COACH

The new membership categories are all underpinned by four Value Blocks: Specialist Knowledge, MASTER Business Management, Golf Growth COACH & Development and Professional Representation. Three of the elements are common to each category and every Member, the other is the differentiator or the PGA PROFESSIONAL area of specialism. The Value Blocks are relevant, tangible and

MANAGER

SPECIALIST EXECUTIVE PROFESSIONAL MANAGER

SENIOR MANAGER

identifiable areas where The PGA adds value to its Members through education, lifelong CPD and general MASTER support. Just as MANAGER importantly, each individual Member can articulate and demonstrate these values to a prospective and existing employer. A full breakdown of the key components of the Value Blocks will be available in future communications.

PGA Members hold a much wider range of roles than ever before, which means that The PGA’s structure, particularly in terms of support and education, needs to better reflect that change. By holding a membership category that represents your individual career, specialism and focus – and having a tailored CPD programme to support that focus – Members will derive a clear benefit from a framework that demonstrates their value to the industry, as well as the new logos that highlight their expertise.

LEARN YOUR WAY The PGA’s new CPD service – now called PGA Learn – is a critical aspect that will mirror the new membership framework and the four Value Blocks. We’ve listened to what you have told us about how you want to access CPD, which is why we’ve invested heavily in creating an online, digital CPD platform that is user-friendly and can be accessed whenever you want from any location. Of course, we are retaining traditional methods of learning but as we encourage Members to ‘learn your way’ we’ve adapted PGA Learn to incorporate more modern and informal ways. That means you don’t have to read a manual or listen to a lecture to engage in meaningful CPD - we understand that listening to podcasts, watching videos, shadowing more experienced colleagues and networking with peers are all valid and useful ways to enhance your knowledge. That’s why they all count as CPD.

PGA MANAGER

ADVANCED COACH

COACH

PROFESSIONAL

Specialist Knowledge

Business Management

SPECIALISTADVANCED COACHPROFESSIONAL

WHAT NEXT?

MANAGER

SPECIALIST EXECUTIVE PROFESSIONALMANAGER

SENIOR MANAGER

Golf MASTER Growth & COACH Development

Golf Growth & Development

MASTER GolfMANAGER Growth & Development

Professional Representation

Now that we’ve shared the 2020 Vision with Members, we’ll shortly be going out to the wider golf industry with the news. Applications for all the new categories and membership groups will be accepted from November onwards, but if you have any questions in the meantime please email: membership@pga.org.uk

September 2020

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NEW MEMBERSHIP GROUPS

Business Management Group

“The business of golf is changing and if we want our Members and the Association to remain relevant to the golf industry then we must evolve too. The changes we are now implementing are undoubtedly the most significant in the long history of The PGA but they are undeniably necessary if we are to futureproof both the Association and our Members. By enabling present and future Members to specialise and to develop further in these areas, and by bringing all those who work and volunteer in golf under the umbrella of The PGA, we are positioning ourselves at the heart of the game for years to come.” Robert Maxfield, Chief Executive

The PGA Professional

MAKING GOLF BUSINESS HAPPEN

AT THE HEART OF THE GAME

Business Management Group

Club Volunteer by PGA

Alongside the new individual membership categories, the Business Management Group has been created to bring the golf industry together and enable those who work in golf to receive CPD training and networking opportunities under the umbrella of a single professional body – The PGA. In addition to helping to support and develop the workforce of golf – whether working in golf clubs, hotels, operations, retail, equipment or other golf business sectors - the aim with Business Management Group is to unite the industry behind common goals and objectives and become the leading business network within golf for knowledge sharing, networking and career development. A successful Business Management Group will ensure The PGA and it’s members exert a greater influence over the business of golf. Of course, it remains a fundamental principle of the membership expansion that it should not undermine the right and benefits of existing members, but actually enhance them. As such, the Business Management Group is not an individual member category but a Group category.

In the same way that the contributions of Governors are critical to the smooth running of schools, volunteers are vital to the development of the game and play a huge role in supporting PGA Members within golf clubs. With the creation of a Club Volunteer category - aimed at those who chair or sit on committees at their clubs for the love of the game – The PGA will provide training and guidance, enabling them to update their skills and align their goals and aspirations with the professional workforce. With volunteers being more effective in their roles and more closely aligned to the Association as a result of wide-ranging CPD training, the status of PGA Members within clubs will be elevated as committee members become more aware of the Member’s skills and the work of The PGA as a whole. Club Volunteer by PGA will ensure that everybody involved in golf is speaking the same language - our language.

#makinggolfhappen

GET TOUR SPEED

NEW TITLEIST TOUR SPEED EVERYONE ELSE IS PLAYING CATCH-UP

Tour Speed is faster than Callaway Chrome Soft, Srixon Z Star and TaylorMade Tour Response.

Available in store from 11th September 2020. Contact your Titleist ASM for more details. Driver ball speed results from machine testing setup conditions of 140 mph ball speed, 12 degree launch angle, spin rate 2900 rpm.

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NEWS

Cannaray partner with The PGA The PGA has announced an exciting new partnership with Cannaray, one of Europe’s leading brands of Cannabidiol (CBD) oils. UK-based Cannaray create premium CBD products – including oils, capsules and balms – that have each been approved by a team of medical professionals and leading CBD experts. The product range contains 0% THC, meaning they are non-psychoactive, and approved for use both on and off the course. They are also suitable for vegans and vegetarians, and are free from sulphates, GMOs, artificial colours and dyes. Scott Maguire, CEO at Cannaray, commented: “We recognise The PGA as the number one authority in golf, and as a team of passionate golfers ourselves, we share their enthusiasm for the game. “We’re excited to be the first CBD brand in the UK to partner with The PGA and we’re looking forward to working with them to support UK golf at grassroots level, helping golfers find focus on the course and play better for longer.” CBD is a rising trend in the golfing world and is proving popular amongst both keen amateurs and the game’s top professionals. As part of the three-year agreement, Cannaray will engage with PGA Members to show how CBD can be used to improve a golfer’s game while also supporting key PGA and club tournaments throughout 2021 and 2022. Cannaray will also work with PGA Members on new product development, as well as providing educational material for their golf club and members. They will receive free samples, beskpoke ‘point of sale’ units and access to a special reduction scheme to entice new customers. Richard Barker, PGA Executive Director – Business Development, added: “PGA Members are well placed to help educate golfers about the many positive effects of CBD and benefit from the increased interest in CBD products. We look forward to working with Cannaray in what we hope will be a longlasting partnership.” To find out more about Cannaray turn to pages 39 and 40.

A debut to remember for McCullen PGA trainee Haydn McCullen joined a list of victors that includes four Open champions and a dozen Ryder Cup players in winning the Leeds Cup. Unlike his illustrious predecessors, however, McCullen was making his debut in a PGA tournament of any description. Not that that was evident from the manner in which the year-one PGA Assistant attached to Ashton on Mersey Golf Club negotiated the second and final round at Leeds Golf Club. So much so that previous champions such as Harry Vardon, one of The PGA founders and first winner of the trophy in 1902, and Abe Mitchell, the coach of Ryder Cup inspiration Sam Ryder, would surely have been highly impressed. McCullen started round two on level par, three shots clear of the leader. A bogey-free round of 64 (five-under-par) saw the 23-year-old finish two shots adrift of the chasing pack. Reflecting on his victory, he said: “There were some formidable players out there – Shackers (David Shacklady), Garry Houston and Gareth Davies – so I’m delighted to finish ahead of them and to add my name to such a distinguished list."

Prostate cancer: Know your risk in 30 seconds This month The PGA’s Official Charity Partner, Prostate Cancer UK, is calling on golfers to know their risk of prostate cancer – now the most commonly diagnosed cancer in the UK. The COVID-19 pandemic has made it harder for men at increased risk of the disease to access a GP, making it likely thousands will go undiagnosed. Prostate Cancer UK has developed a 30-second online risk checker, allowing anyone to quickly establish their risk of disease, understand what to do about it and share the risk checker with friends and family to help reach more men at risk. How you can help? Take Prostate Cancer UK’s online risk checker to find out if you’re at higher risk of developing prostate cancer. Share the risk checker with your members, your friends and family and help save lives. Visit prostatecanceruk.org/check

Littlestone pro sparks membership boom Littlestone Golf Club in south Kent has been inundated with membership enquiries following the recent re-opening of golf courses across the country, largely thanks to the hard work of the club's head professional Jamie Cunliffe. In addition to regular golfers returning, the club has also received a surge in interest from beginners wanting to take up the game for the first time. Second Club and Fairway Club memberships for the Championship Course are proving so popular that a waiting has been reintroduced. The launch of new under-30 and under-40 membership categories at the club’s other course, the Warren, have also

proved to be a huge success with more than 60 new members signing up. A Warren Loyalty Card Scheme has also been introduced allowing golfers to buy 10 green fee rounds at the Warren for just £150, a saving of between £5 and £10 per round. Suncliffe commented: “They were snapped up with more than 40 loyalty memberships going in the first week. Since then that membership has taken off nicely and a high percentage are upgrading to full memberships. “My next task over the coming months is to create a plan of how to keep these extra golfers engaged during the off season so we can have a great 2021 and at least try and break even this year.”

September 2020

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NEWS Record month for retail sales

Willett completes ‘3 W’s Challenge Luke Willett has completed another memorable charity fundraiser after covering 54 holes of golf in less than three hours. Willett, also known as the ’Iron Golfer’, shot rounds of 75, 81 and 77 at Worplesdon Golf Club, West Hill Golf Club and Woking Golf Club in just 2 hours 47 minutes. This included running between courses – no transport. It was the latest in a long list of challenges undertaken by Willett as part of his continued fundraising efforts for the Golf Foundation. “Creating a little piece of history is a lot of fun,” said Willett, who is based at Hampstead Golf Club. “Fifty-four holes, all played on foot, carrying clubs including running the roads between the courses – it sounded like a challenge that suited me down to the ground. “Starting at the crack of dawn, the transition from night to day was something to behold. Not only was it a great day, but it was one of the hottest on record." Last year, Willett raised funds for the Golf Foundation through his Great British Open Challenge. The 35-year-old cycled more than 800 miles around the UK, carrying four golf clubs, to play all 14 Open Championship venues in just ten days.

Li praises McLoughlin impact

Tributes paid to Hall

China’s Haotong Li praised the impact of PGA Professional, Paul McLoughlin, during his impressive showing at the PGA Championship. The 25-year-old looked in contention to win his first Major championship when he held a two-shot lead after round two at TPC Harding Park, San Francisco. In doing so, he became the first Chinese-born player in history to be leading a major championship after two rounds. Li’s hopes of becoming a first Chinese-born winner at the game’s highest level ended after he went on to finish tied 17th. Li grew-up in Shanghai and his golf skills came under the influence of Dublin-born McLoughlin, who at the time was Director of Golf at the prestigious Lake Malaren club outside the Chinese financial capital. “Paul helped me a lot, especially when I first turned pro, the first couple years, so I am very grateful to him,” said Li. “He taught me so much about the game and it was the confidence he gave me that saw me make the decision to turn pro.”

The PGA Professional

PGA Partners XPOS has announced retail sales in the month of July were the largest ever recorded by the specialist market research company. Figures taken from hundreds of sales systems around the UK showed a 24 per cent increase in value terms, year on year. Out of the 17 categories tracked by Golf Datatech, 11 were up by 11 per cent or more. The good news however does not spread to Apparel where sales were down by 20 per cent on the same month last year. The data also shows that Average Sales Prices have been maintained in many categories, indicating that customers were purchasing at normal prices, rather than buying discounted stock. “July’s results show a fantastic performance, given everything that’s happened this year,” said Phil Barnard, CEO. “Golf retail now finds itself 32 per cent down which is a significant improvement on May, which was down 54 per cent year-on-year.” “Hopefully the market can maintain this upward trajectory and end the year in a stronger position than many had anticipated.”

The PGA regrets to report the sudden and untimely death of Andrew Hall, a former South region chairman who realised his dream of owning a golf club. Andrew was 62 when he passed away, six years after selling Sand Martins Golf Club in Berkshire, a club that was ailing when he was appointed head PGA Professional in 1994. Twenty-nine years earlier, Andrew had arrived at The Berkshire to complete his PGA training following a spell at Rotherham Golf Club. He was there for six years before heading for Sand Martins via Blacknest and Blackmoor Golf Clubs. Having reversed the club’s fortunes, Andrew was rewarded with a share of the business and, when the owner fell ill, he bought it. Despite the demands of owning and running a club, Andrew served on regional PGA committees, became PGA South chairman, and was an accomplished coach. A citation on the Sand Martins website reads: “Andrew’s hard work, passion, dedication and love over the years made the club what it is today. “He was the consummate professional, player, coach and businessman and his legacy will long live on at Sand Martins Golf Club.” Andrew is survived by Ann, his wife, and daughters from a previous marriage, Katy and Sophie, stepson Robin, stepdaughter Lucy, and four grandchildren. The PGA expresses heartfelt condolences to them, his other family members and legion of friends.

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NEWS Records hit at Trafford Golf Centre

Dixon makes his mark David Dixon followed up his victory in the Marstons PGA West Championship by making his mark on the European Tour stage at Celtic Manor. The PGA pro from Enmore Park Golf Club, Bridgwater, was the last man to gain entry to the 2020 ISPS Handa Wales Open by virtue of finishing 48th in last season’s Q School. But he more than justified his inclusion by finishing tied-third with fellow Englishman Matthew Jordan. The pair negotiated the four rounds of the Twenty 10 course, the stage for Europe’s memorable Ryder Cup triumph in 2010, in five-under-par to finish three shots behind Romain Langasque of France. Having posted one-under-par returns in rounds one and two and completed the third in level par, Dixon saved his best until last. He was twounder for the round at the turn and back-to-back birdies on 14 and 15 took him to six-under for the tournament. That would have seen him finish tied-second with Finland’s Sami Välimäki but a bogey at the par-four 16th proved costly and he had to settle for €52,121.

Smith’s Swing Link is chest the job Innovative golf pro Stuart Smith has invented a device to help golfers train their bodies to replicate a key aspect of the swing -– maintaining the connection between arms and body when playing any shot. The device, SG Swing Link, features sweat bands that are worn on each bicep and link to a Velcro-strap that encircles the golfer’s chest. When a perfect swing is executed, the connection between the two is maintained. If not, the familiar sound of the Velcro separating from its moorings is a real giveaway this hasn’t happened. Smith, an Advanced PGA Professional based at Thetford Golf Club, Norfolk, explained: “The main cause of poor shots is an inconsistent swing that is the result of a loss of connection between the golfer’s arms and body. “The SG Swing Link’s strap and bands help the golfer keep their arms and body connected during the swing. “A successful golf swing needs the body to work as one unit whether using a full swing to drive, pitching, chipping or putting. The SG Swing Link enables golfers to achieve that.” The SG Swing Link joins Smith’s stable of training aids that includes the SG Lagtastic and SG Pro Balls as well as his range of Heavenly Hybrid clubs. It retails at £17.50 but the price for PGA pros is £9 and is available online via www. stuartsmithgolfacademy.com.

Trafford Golf Centre is benefitting from the surge in interest in golf with the Manchester-based facility reporting over three million golf balls being hit since it re-opened in May, with a record 73,000 balls being used in a single day. Now featuring TopTracer in all 53 bays and 39 Power Tee bays and featuring a replica of the 17th hole at TPC Sawgrass, Trafford Golf Centre also boasts a dedicated short game practice area featuring Huxley Golf synthetic turf. Pete Styles, Director of Golf at Trafford Golf Centre, said: “Since March, we have experienced many highs and lows as a venue, but we’re pleased to be reporting positive numbers as we emerge into the new normal, as not only a driving range for golfers, but as a visitor attraction welcoming families, friends, date nights and many more.” Future plans to improve the facility include additional outfield targets and updated toilet facilities, as well as a new website.

Bond’s device is licensed to skill A training aid designed by Chepstow-based PGA Professional Liam Bond and marketed as TRS is now being used by more than 30 European Tour players including England’s #1 Tommy Fleetwood. TRS stands for ‘tour rotation stick’ and the aid helps with body rotation through impact with chip and pitch shots as well as achieving perfect rotation in the full swing. Bond’s invention is a sophisticated and more userfriendly version of an alignment cane that aimed to achieve the same results, either by being inserted into the club’s shaft or held adjacent to its grip. “That arrangement had several drawbacks,” explained Bond, a former European Tour player who runs the Liam Bond Golf Academy in Chepstow, Monmouthshire. “If drilled down into the club, the cane vibrates and makes a hell of noise. Alternatively, holding the cane against the grip can become painful and it’s difficult to hit a full shot.” Bond cured those issues by designing a rod that is fixed to the top of the club by a thumbwheel. “The TRS is silent and leaves the hands free to hold the grip and keep the drill as natural as possible,” he added. “Tommy Fleetwood was given one by his short game coach, PGA Master Professional Graham Walker, and when he was seen on TV using one to warm up for a tournament, demand rocketed. “At the last count 36 Tour pros were using it and I’ve sold close on 1,000 units so far.” The TRS retails at £29.99 but is available to PGA pros at £21.60 including VAT via www.trsgolf.co.uk

September 2020

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Rob Humphrey - PGA Professional Tyrrells Wood Golf Club

my support Team Graphic Designer Business Development Consultant Central Invoicing Executive Buying Terms Manager EMP Marketing Editor

Foremost Golf For more information contact our National Business Development Manager, David Murch +44 (0) 7712 842 720 â&#x20AC;˘ david.murch@foremostgolf.com

NEWS ON THE MOVE

Ken Dodsworth (1924 – 2020)

The latest PGA Member appointments across the UK, Ireland and overseas. Tom Motley has become a club professional at Kendleshire Golf Club following eight years at South Cerney Golf Course where he had been based since March 2012. Another move in the South West region sees Keiron Fowler take up a PGA Assistant role Bramshaw Golf Club. Fowler spent the previous five years at Lyme Regis Golf Club. Jordan Godwin, who represented Great Britain & Ireland at the 2019 PGA Cup, has left Barnhurst Golf Club for The London Golf Performance Academy.

The PGA regrets to report that Ken Dodsworth, an Honorary Member who played in The Open three times, has died at the age of 95. Ken spent his career serving clubs in and around Birmingham starting with a year at Robin Hood Golf Club, Hall Green, before enlisting in the Royal Navy in 1942. Four years of service included action in the D Day landings and on demobilisation he joined Walmley Golf Club where he worked with Ted Matthews until succeeding him as head pro in 1951.

Ken’s prowess as a player was reflected by a trio of appearances in the Open Championship: at Muirfield in 1959 bookended by two at Royal Birkdale in 1954 and 1961. At Walmley, meanwhile, he played a major role in redesigning the course and earned a reputation as an innovative coach by being one of the first to film his sessions. Ken was also an accomplished clubmaker but a move to Cocks Moor Woods Golf Club, a municipal course in Kings Heath, Birmingham, in 1970 resulted in a more managerial role. However, he still made the time to play and won the Midlands Senior Professional Championship three times. Mike Skerritt, a contemporary, recalled: “I played golf with Ken quite often. He had a style of his own but it was very effective. He was a charming man, friendly and always kind.” Ken, who retired in 1987, is survived by his daughters Sally and Jayne, their respective husbands, Graham and David, and three grandchildren, Rebecca, Amy and Nicholas. The PGA extends heartfelt condolences to them and Ken’s other family and friends.

Membership boom at Moray Golf Club Moray Golf Club in Scotland has reported a sharp increase in membership after attracting 320 new members and counting in recent months. The amount of people playing the club's course has also doubled compared with last year. Moray’s PGA Professional, Derek Ramsay, said: “When the country went into lockdown, we predicted that we would be out of money by July. However, things are even better now than usual, and it’s been amazing to see such a significant improvement in memberships – especially with young people.

Henderson's new venture in golf

Also in the South Region, Maxine Burton joins Canterbury Golf Club as a teaching professional, while Andrew Jones takes up a similar role at Nevil Golf Club. Oliver Francis becomes Etchinghill Golf Club’s new head professional and Keiran Poole leaves Birchwood Park Golf Club after five years to become a head teaching professional at Pedlam Place Golf Centre.

Mark Henderson has demonstrated the variety of roles PGA Professionals fulfil in the golf industry by playing an integral part in the acquisition of Fairmont St Andrews by a group of Hong Kong based investors. Henderson, 38, has been based in Asia for more than ten years and has worked in a number of roles at a variety of internationally recognised golf facilities. In 2018, he took his experience in international business management to the next level and is now Managing Director of Great Century and a Director of St Andrews Bay Development, a new company set up to identify and manage golf and hospitality investments globally. Henderson explained: “Being based in Hong Kong and China for several years allowed me to create a valuable network of businessman with an interest in the golf and hospitality industry.”

In November last year, through his own network of PGA Professionals, Henderson played a pivotal role in the acquisition process of Fairmont St Andrews – one of Scotland’s most prestigious golf resorts. Henderson continued: “My role was coordinating all the due diligence and sitting with our executive director to execute the acquisition and finally negotiate the deal. The asset is daily operated by Fairmont, part of the Accor family.” Henderson added: “We feel with our longterm vision and constant demand for golf and hospitality tourism in Scotland, this was a great opportunity to start our portfolio of golf and hospitality assets for Great Century. “We plan to continue and build our investment portfolio, we would look at investments globally especially in Asia, Europe and also North America.”

September 2020

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NEWS

PGA OFFERS ‘TOP UP’ OPPORTUNITY FOR FOUNDATION DEGREE As The PGA’s relationship with the University of Birmingham enters its third decade, both the Association and the university are delighted to announce they are offering Members the opportunity to ‘top-up’ their existing Foundation Degree qualification to a full Honours degree. Since 2004 those people who have gone through the PGA Training Programme and studied the Foundation Degree course have effectively completed the first two years of a full-time degree. Success in achieving the qualification and ultimately becoming a PGA Member has deservedly been recognised throughout the industry. Some Members have requested the opportunity to differentiate and specialise, and for many working overseas, there is a requirement to have a full degree when applying for work visas. There has always been the desire to offer an option to top-up to a full degree so, the rationale is now compelling and the result is the opportunity for people who have the Foundation Degree qualification to work towards a BSc (Hons) in Professional Golf Studies if they meet the entry criteria. The top-up will be studied over two years which, like the Foundation Degree, means it will be part-time, allowing Members to continue their day-to-day occupations. Entry will be by application and the closing date is October 1, 2020, with applicants informed if they have been successful in early November. There are approximately 25 places available and applications will be assessed based upon previous performance of the Foundation

Degree programme. The course will start in the January next year and on successful completion, graduation will take place at the University of Birmingham in the Summer of 2023. Delivery of the programme will be via blended learning - a mixture of online sessions and distance learning via the Canvas learning platform. As is the case with the BSc (Hons) Applied Golf Management Studies (AGMS) programme, the delivery will be split 50-50 between The PGA and the University of Birmingham. The modules covered and methods of assessment will all be explained in more detail during a series of Open Days, and Members will be able to attend an online session. For 2021 entry, course fees are £4,250 per academic year for home students and £5,250 for international students, and applicants will be able to obtain student funding if they have the entitlement available. Simon Hubbard, Head of the PGA Training Programme, said: “This exciting announcement has been the culmination of nearly two years of work by colleagues from both The PGA and the University of Birmingham and marks a landmark in the educational opportunities we are able to offer PGA Members who wish to add to their existing Higher Education qualification.” Dr Martin Toms, the lead for PGA programmes at the University of Birmingham, added: “I am very pleased that we have managed to achieve this important milestone, and this Top Up provides able students with the added challenge of engaging in final year undergraduate work to achieve a full honours degree.”

AT A GLANCE: Available to:

People who have completed the FdSc course and achieved an overall average in excess of 50% (where there is competition for places then decisions may be based upon the best performing students)

Available places:

Apply by:

1st October 2020

Start date:

January 2021

Delivery:

2 years, part-time

Method:

Blended learning – online sessions and distance learning

Fees (2021 entry):

2 payments of £4250 or 2 payments of £5250 for International Students

Finance:

Student funding available if eligible

The PGA Professional

#makinggolfhappen

ON THE MOVE In the East Region, Clive Dell has been welcomed as the new head professional at Trent Park Golf Club, Shaun Collins leaves The Grove to become an assistant professional at Hadley Wood Golf Club and Bradley Smith joins Golf World Stansted as a teaching professional. Jason Shufflebotham has left Denbigh Golf Club following a five-year spell to begin the next chapter of his year at nearby Prestatyn Golf Club. Also in the North Region, Jack Carter is a club professional at Knaresborough Golf Club. In the Midlands, Laurence Warne moves to American Golf Grimsby and in Ireland Brian McElhinney is now a club professional at North West Golf Club. In the only move overseas, Cameron Tortolano, who is based in Australia, has left Kingston Heath Golf Club, where he has been based for three years, and has opted for a move to The Metropolitan Golf Club, where he takes on a role as the venue’s guest and corporate golf manager. CORRECTION - Last month this column reported that Miles Harding had left East Horton Golf Club for Southwick Park Golf Club. This information was incorrect and 52-year-old Harding remains at East Horton, where he has been based for almost three decades. If you would like to feature in this column, or would like to highlight a new appointment, send your details to membership@pga.org.uk.

THE new 4. PREPARE TO PROVOKE.

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mail@bmw-issd.co.uk

BMW PGA Sales BMW Group ISSD 56 Park Lane London W1K 1QB Official fuel economy figures for the BMW 4 Series range: Combined 33.2 - 61.4 mpg (8.5 - 4.6 l/100km). CO2 emissions 194-121 g/km. Figures shown are for comparability purposes; only compare fuel consumption and CO2 figures with other cars

tested to the same technical procedures. These figures may not reflect real life driving results, which will depend upon a number of factors including the accessories fitted (post-registration), variations in weather, driving styles and vehicle load. The CO2 figures shown above have been determined according to the WLTP test. WLTP has been used as the applicable CO2 figure from 1 April 2020 for first year vehicle tax (VED) and from 6 April 2020 for company car tax (BIK). The CO2 figures were previously based on the NEDC equivalent.

TOURNAMENTS The PGA's national tournament schedule resumes this month following the impact of COVID-19. PGA Professional looks ahead to three key tournaments to be played in the weeks/months ahead...

Bullen hoping to join golf greats Mike Bullen will be aiming to continue his excellent form and become only the fourth player to successfully defend the Coca Cola PGA Assistants’ Championship this month at Oakmere Golf Club. Matt Cort (2011-2013) along with former Ryder Cup Captains Harry Weetman (1949/50) and Dai Rees (1935/36) are the only three players to successfully defend the title in the tournament’s long 90-year history. Bullen heads to Nottingham in excellent form having recently finished tied-first in the PGA Kent Open and winning the PGA in Sussex Championship. “Hopefully I can go back-to-back,” said Bullen, who is attached to Rustington Golf Centre. “I know Matt Cort did it but not many do. I understand it’s a rare achievement so it would be nice to make a bit of history.” This year’s Coca Cola PGA Assistants’ Championship will be played from September 23-25 and carries a prize fund of £27,975. A qualifying round on September 21 at Oakmere Golf Club will determine the 120-strong field who will compete across three rounds in a strokeplay format.

Trentham to host PGA’s flagship event The PGA’s flagship event – The PGA Professional Championship – will be played at Trentham Golf Club in October. The 72-hole championship heads to the Staffordshire venue for the first time from October 6-9, 2020. Widely regarded as one of the must-play courses in the region, Trentham is set on part of the former Duke of Sutherland’s Estate, with beautifully wooded areas and lakes. Trentham is no stranger to hosting PGA tournaments having hosted the women’s equivalent in both 2018 and 2019. The course has also been used by The R&A for Open Championship Regional Qualifying since 2002 and for England Golf County events. Una Handley, General Manager at Trentham Golf Club, commented: “We are fortunate to have a top class championship golf course, first rate practice facilities and a beautiful traditional clubhouse. Our team here go above and beyond to make any visitor feel safe, welcome and well looked after, which is especially important during these unprecedented times." Due to the impact of COVID-19, there will be no qualifying rounds. Instead, the field will be made up of the leading players who have entered from the 2019 and 2020 Regional Order of Merit events, along with players under the original exemptions.

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Welsh National Championship

Pilkington primed to keep on the straight and narrow Mark Pilkington is expecting a different challenge when he attempts to become the first player for 14 years to record backto-back wins in the Welsh National PGA Championship. Pilkington, the head PGA Professional at Porthmadog Golf Club and a former European Tour player, won last year’s tournament on the links at nearby Conwy in north Wales. Now 13 months on he will head south and try to make a successful defence of the title at Cardiff Golf Club, a parkland course he has not played. “I played a lot of courses in south Wales when I was younger but not this one,” said Pilkington, winner of the 1998 Welsh Amateur Championship. “I’ve heard a lot of good things about it – that it’s always in great condition but it’s very tight. It will be a totally different challenge to last year and, although I tend to favour seaside courses, I’m looking forward to it.” Pilkington will be joined in the tournament that carries a £10,000 prize fund by five previous winners. Sion Bebb, champion in 2017 and the last to win back-toback titles, Richard Dinsdale, Toby Hunt, Garry Houston and Lee Rooke are all expected to compete. And all will be mindful of the advice of Adam Constable, a man who should know. Not only is he the head PGA pro at the venue but also the course record holder. Constable set that during the 2007 Welsh National PGA Championship and recalled: “It was when I was I was playing full time and having a good year. Stephen Dodd, who went on to win it, shot 64 in the morning. That replaced the previous record and then I shot 62 in the afternoon. “As for the course, it’s tree-lined and very demanding on accuracy as opposed to length. If you can keep it straight you can get a score going. But anything wayward, you’re chipping out sideways or losing your ball. Then if the wind gets up the scoring is likely to be pretty high.”

CUSTOM F I T T I N G

FIT FOR PURPOSE Nick Bayly finds out how PGA Members are growing their custom fitting businesses and looks at the technology that is helping them do it

ith golf courses busier than ever and retail now open again, albeit under strict Covid19 regulations, income streams have now come back for many PGA Professionals. Social distancing is still problematic when it comes to giving lessons and custom fitting, but thanks to modern technology these two vital sources of earnings can still be carried out, providing you have the right equipment, the right training, and customers who trust you to not only fit them for the right equipment, but to do so in a safe manner. One advantage for custom fitting in the Covid-19 world is that sessions are naturally socially distant, with the player at least 10 feet away from the fitter for the majority of a fitting. And with the pent-up demand for the new equipment that was launched just as golf was going into lockdown, and lots of new golfers coming into the game using old or ill-fitting clubs, there has never been a better time to take a detailed look at your fitting operation and work out how you can maximise income from this vital and potentially fast-growing area of your business.

FITTING UNDER COVID CONDITIONS PGA Members who opened up their custom fitting operations as soon as the government gave the green light have reported steady trade, with most customers happy to undergo fittings with the appropriate safety protocols in place. Jason McNiven, who operates his Golf Principles custom fitting facility from a standalone studio in Basingstoke, as well as a club-based studio at Brokenhurst Manor Golf Club in Hampshire, is one of many fitters who have had to quickly adapt to the new way of working. He said: “We ask all of our customers to wear masks and they have their temperature taken at the door. There are no walk-in repairs, we sanitise the clubs and balls after every session, often using new balls for the fit. We’re just trying to be a cautious as possible. My employees are doing split shifts just to mitigate the risk as much as we can.” While many fitters have also been wearing masks and gloves to give their customers extra piece of mind, with social distancing in place this is by no means a requirement. With the majority of bookings made online, fitting customers arrive at the studio having received a detailed email setting out the protocols and procedures in place, so there are no surprises in store, and everyone arrives prepared for the session.

September 2020

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CUSTOM F I T T I N G INDOOR STUDIO INVESTMENT While open-air fittings are fine in good weather, having an indoor studio is the key to kick-starting your custom fitting business – with or without a pandemic – as it not only allows a private, secure and stable environment, but it also takes the vagaries of the British climate out of the equation, enabling year-round fittings, coaching and virtual game play. Many PGA Members have made use of unwanted space in the clubhouse, or extended their pro shops to accommodate indoor studios, and while the initial outlay can be expensive, these stateof-the-art facilities begin repay their way from day one. One PGA Member who has seen a significant increase in revenue since opening an indoor studio is Joel Saunders, the Head Professional at Verulam Golf Club in Hertfordshire. He said: “I already had a decent custom fitting business when I spent my time lugging my launch monitor to the driving range, but my income from fitting doubled when I opened an indoor studio. I do all my coaching and fitting indoors now, and it allows me to do both all-year round, without worrying about the weather.” FITTING TECHNOLOGY The other key to a successful fitting business is investing in the latest customfitting technology, which, when matched

with a trained fitter and a detailed knowledge of the latest equipment, can help golfers of all skill levels unleash their true potential – or at the very least get the best out of their equipment. It’s clear that launch monitors have been the lightbulb moment for the fitting industry, providing in-depth data that, when properly analysed, can instantly and measurably transform a golfer’s performance. It’s not a magic box, by any means, but launch monitors have certainly added a serious weapon to the arsenal of the experienced fitter. Among the most popular launch monitors currently on the market, which can be used for fittings, coaching and game play, is Foresight Sport’s GC Quad system. It relies on four ultra-high-speed cameras that process 20 times the amount of data the company’s original GC2 did, and measure every conceivable swing and shot element from impact location to sidespin, all in a unit the height of a decent pyramid of range balls and easily carried in a backpack. More impressively, the system’s software packages can include a golf simulator and enough practice games and training exercises for lessons. The GCQuad’s ability to dissect not just where the ball is going, but what the club is doing leading up to impact makes it the ideal tool for fitting and coaching.

A dedicated indoor bay hitting to an outdoor range is a popular option for coaching and club fitting

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And because the system measures club delivery and ball launch data, it can be used anywhere, outside or indoors, with the same levels of accuracy. That could be as simple as using it in a pop-up net with an iPad, or it could go as far as building a studio or golf simulator. After starting out with a GC2 with an HMT attachment, Joel Saunders at Verulam now uses Foresight Sport’s GCQuad for all his club fittings and is delighted with the impact it has had on his business. “I’m a member of Foremost, and Foresight are an approved supplier, so I’ve always bought my GC units on a five-year payment plan,” says Joel. “The money goes out each month, but I probably only need to sell two sets of irons

a month to make it pay its way, which is nothing compared to how much business it helps me generate. I’ve also recently added Foresight’s putting software, which has really helped me with putter fittings which are becoming increasingly popular.” He adds: “I get a lot of customers from the wider area, not just club members, which has really helped grow the business. And I get a lot of repeat business as people upgrade their equipment and they remember the level of service they received. A lot of fittings have led to bookings for lessons, and vice versa, so the two work in tandem to generate more income.” Another PGA Member who has benefitted from an indoor studio and Foresight’s GCQuad system is Carl Bianco, Head Professional at Woking Golf Club. He said: “Since installing GCQuad in what was our new studio back in 2018, hardware sales were up by 200% within the year and coaching revenue was up 50%, so it’s been a total game changer not only in terms of revenue, but also in terms of how we conduct lessons and fitting sessions.” The other most popular launch monitor used for fittings is TrackMan, whose fourth-generation system, TrackMan 4, not only features a multiple radar system to track the club and the ball, but now also

CUSTOM F I T T I N G

features a camera to better illustrate face impacts – something that wasn’t possible with previous models – making it ideal for fittings, as well as coaching and game play. Whichever system you chose is down to personal preference, but there’s no doubt that launch monitors are a huge sales tool for your business.

Foresight Sport’s GC2 and GC Quad (top) and Trackman’s 4 (above) are among the most popular custom fitting and coaching systems on the market

Putting studios are an increasingly important facility for PGA Pros looking to expand their fitting businesses

STOCK CONTROL: LESS IS MORE One of the other positive side effects of focusing on custom fitting is the need to hold less stock, which not only saves money tied up in unsold clubs, but also frees up space in the shop for other products, or perhaps space for a putter fitting studio – another growth area for fitting. PGA Member Gary Booth, the Head Professional and co-manager at the Winchester Golf Academy in Hampshire, has enjoyed a significant upturn in his business since moving away from the traditional model of holding large amounts of stock and instead focusing purely on fitting. He said: “We’ve made a big change to our store this year, that I’ve not really seen done anywhere else. We’ve changed

almost the entire focus in our retail area away from stock and shifted everything towards custom fitting. We’ve practically got no stock now, but instead have all the club components hung up around the store. Because of the lockdown it is been difficult to track if it’s working yet, but the early indications have been very positive. People understand that they are buying into a service, and they are not expecting to walk away with a set of clubs there and then.” Improved fitting facilities and more prominent use of fitting technology has also helped drive Booth’s fitting business forward. “We were already using Foresight’s GC2 launch monitor for fittings, but it was slightly tucked away, so I’ve made our two fitting bays more obvious and customers can see what is going on,” Gary says. “I’ve also marketed it differently and golfers can see what we offer.” BUILDING BRAND RELATIONSHIPS Developing relationships with suppliers is also important, and Booth works closely with many of the leading manufacturers, including TaylorMade, Callaway, Ping and Wilson. The academy is the closest range to TaylorMade’s headquarters in Basingstoke, which is also been a benefit in terms of product and fitting training. “We work with TaylorMade on custom fitting days and have a great relationship with the brand. I have three experienced fitters, but with our new focus on fitting other staff in the shop had to learn how to sell a custom fitting, so all our staff have gone through TaylorMade’s certification programme, which amounts to about three hours of study and an exam at the end. It’s given them great product knowledge to help them sell the benefits of TaylorMade products and our fitting service.”

TIPS TO BOOST YOUR FITTING BUSINESS • BUILD AN INDOOR STUDIO • INVEST IN THE LATEST TECHNOLOGY • HIRE A FULL-TIME FITTER • OFFER PUTTER FITTINGS • PREMIUMISE THE EXPERIENCE • WIDEN YOUR RANGE OF BRANDS • SPREAD THE WORD

September 2020

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CUSTOM F I T T I N G

ason

MacNiven’s Golf Principle’s

have paid off. Brokenhurst does sell apparel, shoes, balls, but all the hardware is done through the fitting studios.

studio has enjoyed year

Jason MacNiven’s Golf Principles studio has enjoyed year on year growth since opening 12 years ago

PERFECT FIT

Jason MacNiven, who runs the Golf Principles fitting studio in Basingstoke and another at Brokenhurst Manor Golf Club, explains how he’s made a success of focusing on fitting What facilities do you have for fittings and why did you choose them? We have a 1,300 sq ft indoor studio in Basingstoke, where we have Foresight’s GC Quad and a putting studio using Quintic 4.4 and Huxley Tour Surface. Brokenhurst Manor has a smaller indoor studio using GC Quad, but we also have a Trackman 4 for the outdoor practice area, which is around 230 yards long if we need to go outside, or the dedicated short game area, which has Huxley pitching surfaces. We are in the process of having an indoor putting lab built at Brokenhurst using the same Quintic 4.4 system, so we have the mirror of what we have in Basingstoke. I bought into GC Quad about 18 months ago, when it was proving to be more accurate indoors. As a business, we are always looking at what is the most accurate technology out there, so when we did all the test for the putting lab the Quintic 4.4 was the best fit for us, so we invested in that. At times I know we have overstretched ourselves, but I’ve always believed in investing in the best tech so you can future proof your business. Having the most accurate information possible is the key to making reliable recommendations for our customers looking.

is our USP. One area that also sets us apart from most of our competitors is our selection of aftermarket shafts. We currently stock Mitsubishi, Aldila, Graphite Design, Paderson, LA, VA, Accra, Project X, Fujikura, Oban and KBS. Which brands do the best job of giving you the tools/education to fit your customers with their products? The brands have all improved at this and they are all trying new online platforms to educate us about the new products. However, as good as these systems are you can’t beat the face-to-face feedback that engineers and reps can provide. Have you been able to measure an increase in sales as a result of your investment in fitting technology? We only fit at our Basingstoke studio, but sales have increased every year for the past 12 years, so I would say the investments

What brands do you fit for? We fit most of the mains brands such as Srixon, Cleveland, Mizuno, Ping, Titleist, TaylorMade, Callaway, Cobra and Yonex, through to more niche brands such as PXG, Honma, Miura and Vega. We almost have too much choice, but for us that

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How do you market your facilities? It’s generally by word of mouth and referrals, although we do use Instagram and Twitter, but the value of a personal referral really can’t be beaten. We do use YouTube, but only to put facts out about products and not just glorified ‘what I think’ moments. How would you describe your ‘average’ fitting customer? That’s the beauty of it – no two fits are ever the same, but it always starts with the same question, ‘How can I help you today?’, and then the customer tells me what they want to work on. I’ll often get a call from the coach, giving me a heads up of what they are looking for out of the fitting, which is always really helpful. Most customers are looking for more distance off the tee, although improved consistency comes a close second. How has your fitting operation been affected by the pandemic? It felt like a very long nine weeks to be closed in what is traditionally the prime time golf equipment buying season. We did have some cash reserves which we ate into, but we are now working all hours to build that back up in case of a second wave of the virus, which I think looks more and more likely. Have you noticed a different type of fitting customer since golf returned? We haven’t seen that many new golfers, but we are seeing people desperate to use better-suited products to get the most out of their games. With the governing bodies doing such a good job at getting people back on the course so quickly, the industry has to make the most of this opportunity to get new golfers into the game and keep them for the long term. It’s our 2012 Olympic cycling moment. What special promotions do you offer with fittings for customers? We don’t offer anything – the service and the experience is everything. Giveaways devalue the service. ●

INTERNATIONAL

DEVELOPING GOLF IN THE GULF

WORKING FOR THREE WORLD-CLASS FACILITIES UNDER DUBAI GOLF Dubai Golf harbours some of the most spectacular locations for golf, events and entertainment in the Gulf, managing three leading clubs in the region - Emirates Golf Club, Dubai Creek Golf & Yacht Club and Jumeirah Golf Estates.

The company manages an online tee time booking system for all three venues as well as servicing a central reservations office that books golf at all the UAE golf courses. To support its operation, Dubai Golf employs more than 20 Great Britain & Ireland PGA Members across its facilities. PGA Professional speaks to five Members about their experience working at a company that has been at the forefront of golf and golf related services in the Emirates since its inception.

STEFFAN JONES Assistant Golf Services Manager Jumeirah Golf Estates

DUBAI GOLF MISSIONS: Exceed customers’ expectations through consistent service excellence by: • Developing and empowering valuable colleagues • Realising organisational responsibilities • Enhancing loyalty to Dubai Golf

I joined Dubai Golf a year ago in September 2019. I was fortunate to visit Dubai in May 2019 to attend the Club Managers Association of Europe MDP2 hosted by Dubai Golf at Dubai Creek Golf and Yacht Club. During that week whilst meeting and chatting with industry leaders from the region, I made the decision to seek an opportunity with Dubai Golf. “I have a wide range of roles and duties that come with working at such a busy facility. I support and lead a team of 40 amazing colleagues who make it a pleasure to turn up to work in the mornings. One of my roles is to ensure we consistently deliver a unforgettable experience to all members and visitors that walk through our door. I also take care of building the calendar for our members events and to manage and deliver corporate golf days here at Jumeirah Golf Estates. “Turning up to work each day to a venue like Jumeirah Golf Estates is truly amazing! I love the fact that each day is different. I’m fortunate to be able to bounce around and meet so many of our amazing members and visitors on a daily basis, and create this amazing atmosphere within the golf club. I am also very grateful to have exposure to some of the best minds and leaders in the industry. I have and continue to learn so much from my colleagues within Dubai Golf. “You have to keep an open mind when searching for roles in the region as it is a very competitive industry. Be prepared to visit Dubai, learn the culture, meet with people who are already working in the region.

September 2020

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INTERNATIONAL

JONATHAN CRADDOCK DG Programme Development Emirates Golf Club “Dubai Golf as a company is always looking at areas to improve and innovate in the industry. Our golf operations is a well-organised production, working tirelessly to maintain high standards and remain one of the most revered courses in the region. The Emirates Golf Club is soon to welcome the arrival of TopGolf which is another example of Dubai Golf’s commitment to innovate the industry here in the Middle East and grow the game of golf to wider audiences. I proudly lead Dubai Golf’s in-school Tee It Up Programme, which educates teachers to activate golf within curriculums on school grounds. I believe that we are leaders in providing opportunities for various communities to enter the game of golf. “The best thing about my role is the diversity of players I get to work with and the endless development we are exposed to while working with one of the best coaches in the world - Pete Cowen. Seeing Pete’s success with his players is inspiring, especially because he still strives to seek better ways to coach. This inspires me to constantly develop and improve.

CIAN HURLEY Golf Service Manager - Emirates Golf Club

MICHAEL MAJOR Golf Service Manager Dubai Creek Golf & Yacht Club

ALASTAIR BROWN Head Academy Professional - Emirates Golf Club

The Creek was the first course I played in the Middle East when on holiday in 2008 and was my favourite course growing up. When I saw they were advertising for an internship I jumped at the opportunity. “My role is to lead the golf operations department. I’m very much involved in the daily operations, ensuring we not only match our customers’ expectations, but we exceed them. I am proud to say the 59Club recognised Dubai Creek this year in their inaugural Service Excellence awards. We received five awards, including Golf Operations Team of the Year and I was proud to be awarded the Golf Manager of the Year. “I grew up loving the game of golf and being part of an amazing club atmosphere. What better way to spend your time at work, than creating and being part of that environment. “When applying for a job, we all know that your first impression means so much. When that job is overseas, your first impression is your CV, so the way it looks and the content within it is vital. I paid a graphic designer to help me stand out. It’s probably the best £20 I have ever spent!

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I joined Dubai Golf in September 2016. I started at Emirates Golf Club as an intern – as a Golf Services Executive. I work with and oversee a fantastic team of over 70 colleagues and I am responsible for a golf operation that includes two 18-hole courses, a 9-hole Par 3 course, and both an extensive members’ tournament calendar, plus a corporate/ visitor events calendar on an annual basis. “The best thing about my role is the exposure that comes with it; exposure to some of the best minds and industry leaders from whom I have learned a great deal, and exposure to a fantastic team of colleagues in our company. This is without doubt the most diverse and multicultural team I have ever worked with. I am humbled and grateful for the opportunity I have had to learn about many world cultures and the vast ways in which teams can co-exist and thrive in this part of the world. “Those who have proven to try new places and achieve in such roles will certainly be at the forefront of winning the race to a position within our company.

My initial role was to grow the game in the region through junior, ladies and beginner programmes, while teaching members and visiting golf schools. The wealth of knowledge gained from working with great people in a globally diverse company environment has been an education money can’t buy. I got the opportunity to work alongside PGA Master Professional Peter Cowen and Dubai Golf now own the global rights to his golf academies. His first academy in the region was set up at Emirates Golf Club of which I am the Head Professional. “During the season there are some European Tour Events at Dubai Golf facilities. The exposure to the organisation from the European Tour, Falcon, the players, coaches, caddies etc is invaluable and very insightful. I love sharing information during these weeks and I have developed great friendships in our industry over the years. “My advice is get a trainee position at a well-renowned or international club or work for a PGA professional with a reputation for producing highly qualified pros. Expose yourself to all the roles required at a facility and then specialise later on. Be adaptable, passionate, diverse, open to learning and well-travelled.

THE EXPLANAR PUTTING MAT.

“ROLL THE BALL THE STROKE’S FOR FREE” Luther Blacklock, Master P.G.A. Professional, has designed a new and innovative putting mat. By learning to roll the ball, from sound alignment, you develop an ideal putting stroke with minimal technical thought.

ART OF ROLL. The great Snooker player Joe Davis practised his cueing action using the same principle. He placed the cue ball on the brown spot, then send it down the table over the Blue, Pink and Black spots. If the cue ball kicked offline on its return journey, Davis knew his action was flawed. The “Task” of rolling the ball along a line led him to his ideal cue action. The Orange Stripe running down the centre of the EXPLANAR PUTTING MAT is the exact width of a Golf Ball – the first skill is to roll the ball along that line, into the cut-out hole. Strong graphics help to align the putter face and body correctly.

SCIENCE OF ALIGNMENT. The EXPLANAR PUTTING MAT enables you to putt at one target from three different points and perceptions. When you putt along the left diagonal line, the hole feels to be in front of you – this will discourage you from “Pulling” your putts. Conversely, practising down the right-hand diagonal line the hole feels behind you – perfect to stop you “Pushing” putts.

• Invented by Master P.G.A. Pro, Luther Blacklock. • P.G.A. Professional since 1973. • Available in 3m and 4m lengths. • 3m Retail at £125 plus P&P • 4m Retail at £145 plus P&P • True surface with a luxurious velour finish. • 10.5 “Stimpmeter” pace. • Pure roll encourages Distance Control and “Feel”.

RESISTANCE IS VITAL. The EXPLANAR PUTTING MAT has a luxuriously thick “velour” surface. Like a downhill putt, if a mat is too thin with a quick pace, it does not test your stroke, whereas a slower uphill putt requires a true movement.

ONE TASK – 4 BENEFITS. The EXPLANAR PUTTING MAT teaches you to aim your putter face and body correctly. Then, by rolling the ball along the graphic lines, you instinctively develop four key attributes of a sound putting stroke: 1. A rolling ball maintains its line. 2. Roll requires smooth, mild acceleration. 3. Roll needs a measured, calm backswing. 4. Your mind calculates distance on the assumption of a rolling ball. Rather than learning those 4 elements via technical thought, the EXPLANAR PUTTING MAT imparts them to you in a more intuitive, instinctive way. “Mechanical thought does not guarantee good roll – but rolling the ball perfectly along a chosen line, does demand and guarantee an effective putting stroke.” LB2020.

• Thick rubberised base ensures lies flat without creasing. • Strong graphics aid putter face and body alignment. • Actual cut-out hole in mat encourages distance control. • Aiming “stations” to practice alignment from varying angles. • Drills to prevent “Pulled” and “Pushed” putts. • Free, 30-minute tutorial on www.explanar.com • Fun, effective practice indoors, whatever conditions outside.

TO ORDER CONTACT: luther@explanar.com | PHONE MOBILE: +44 (0)7831 653 723

BLACK TITLEIST EXPANDS T SERIES IRONS

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Callaway unleashes new Big Bertha range

SkyCaddie upgrades LX5 watch with ceramic bezel SKYCADDIE’S NEW LX5C golf GPS watch boasts a scratch-resistant ceramic bezel that gives it a stylish and durable finish. Boasting the same functionality as the recently launched LX5, the ceramic version features a 1.39-inch, full-colour touchscreen, and features all of SkyCaddie’s exclusive technologies, including 35,000 ground-verified, pre-loaded course maps, HoleVue, IntelliGreen Pro and RangeVue, all in high definition. Ready to use out of the box, the LX5C, which has an RRP of £349.95, comes with a three-year premium Worldwide SkyCaddie Membership, as well as two replaceable silicon wristbands. As well as time-related functions, it also boasts a heart rate monitor and a step counter. James Holmes, SkyCaddie General Manager UK & Europe, said: “Adding the ceramic bezel adds yet more desirability to what is already golf’s mostpraised smart watch of 2020. It looks fabulous both on and off the golf course, but the LX5C is about way more than just good looks. Both versions of the LX5 will save more shots on the golf course than any other golf watch.”

CALLAWAY’S ALL-NEW range of Big Bertha B-21 metalwoods, hybrids and irons take the Big Bertha brand to back to its ‘super game improvement’ roots, with clubs designed for those that need the most help from their equipment. In an attempt to combat the excessive spin rates that anti-slice drivers tend to create, Callaway has moved the centre of gravity low-and-forward in its B-21 driver, which aims to reduce some of the side spin that can lead to wayward shots. It also features Flash Face technology to boost ball speeds on off-centre strikes, while Jailbreak technology increases stability. To further increase forgiveness, weight saved from the use of a carbon fibre crown has been placed low and forward, and also in the heel. This causes the clubface to close faster at impact to help reduce a slice. It is offered in 9, 10 and 12.5-degree lofts and comes with RCT shafts with an active tip section. The four B-21 fairway woods (3, 5, 7 and 9) and six hybrids (3-8) are also designed to reduce slicing, with shallower faces, increased offset and large heads to encourage high launch, draw spin and added distance. As with the driver, the fairway wood and hybrid crowns are made from carbon fibre and also feature Flash Face and Jailbreak technology. The B-21 irons feature an AI-designed Flash Face Cup to create high ball speeds and increased spin. A new Visible Tungsten Energy Core deepens the centre of gravity for easy launch, while Callaway’s patented urethane microspheres improve feel across the face. RRPs: B-21 driver £449, B-21 fairway woods £249, B-21 hybrids £229, B-21 irons £899/£1,149 (4-PW, st/gr).

Foresight Sports unveils E6 Connect integration FORESIGHT SPORTS is now offering customers the chance to use its E6 CONNECT software alongside their Foresight Sports launch monitor. For the first time ever, users will be able to experience the state-of-the-art E6 software with the unrivalled accuracy of its ball and club data. The integration will be available to all Foresight customers who own an existing FSX 2018 or 2020 licence. Providing access to a library of world-renowned courses, the E6 Connect integration provides additional web features that enhance the player experience, including shot history by date, round, or club and track every shot taken inside the software.

September 2020

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TR A DE N E W S NEWSBURST

FOOTJOY EXPANDS SS20 APPAREL RANGE

TITLEIST GOES BACK TO BLACK TITLEIST HAS expanded its range of T-Series irons with the addition of an all-black set up for its T100S and T200 player’s irons. Both irons are finished with a polished black PVD coating, and each is fitted with a matte black shaft – Project X LZ Onyx for the T100S or DG Onyx AMT Black for the T200 – and an all-black Golf Pride Tour Velvet 360 grip. They have an RRP of £185 per club, or £1,295 for a seven-club set, and are available in RH/LH. Titleist is also offering its new SM8 wedges in a new jet black raw finish with black paint fill in the logos and graphics. Offered in 23 degree, bounce and grind combinations, they are fitted with Dynamic Gold’s S200 Black Onyx shaft and Golf Pride’s New Decade black/grey grip and have an RRP of £185 per club. The SM8 is also available in chrome, brushed steel and the raw finishes. Vokey Tour Representative Aaron Dill said: “I’ve been stocking more and more jet black heads on the tour van each year. Players love the look of it, and the contrast you get when you add custom stamping and paint infills – it just pops. Jet black also helps players reduce glare on those really bright days. When you add in the black shaft and grip, it’s a sharp setup.”

FootJoy has added two new collections to its SS20 apparel range as golfers continue to flood back to the fairways during the extended summer golf season. The two additional collection – Arlington and Emerald Bay – comprise three polos and one chill-out piece and feature FJ’s ProDry performance fabrics. The Arlington collections features a clean look made up from red, white and navy, while the Emerald Bay collection combines emerald, charcoal, heather grey and white. A key feature of the two new collections is a palm tree print, while a popular floral print and block colour styles complete the new additions.

TaylorMade adds utility options to SIM range TAYLORMADE HAS added to its SIM range of clubs with two new utility irons – the SIM DHY and the SIM UDI. Designed to fill the gap between the longest playable iron and shortest fairway wood, the two clubs offer contrasting head shapes which produce unique performance and ball flight characteristics. Both models boast a hollow body construction with a forged steel face, which is the same material used in SIM Max Fairway Woods and Rescue clubs. SIM DHY (£229), which is offered in 17°, 19°, 22° and 25° lofts, offers a larger overall footprint with a thicker topline, wider sole and a shallower profile that delivers hybrid-like forgiveness. The SIM UDI (£229) is available in lofts of 18° and 20° and has a more traditional players’ iron profile, with a thinner topline and slimmer sole for enhanced workability and shot making and has a slightly higher CG than the DHY to promote a more penetrating ball flight. The PGA Professional

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Duca del Cosma steps up with SS21 shoe collection Duca del Cosma’s shoe collection for Spring/Summer 2021 incorporates a host of new performance-enhancing technologies and eco-friendly features. The colourful range includes several recyclable upper and outsole innovations, including the first fully recyclable spikeless TPU outsole. In addition to high-quality leather uppers, the collection features a selection of waterproof options for men and women that feature a new recyclable microfibre sock system. Tony Eccleston, Duca del Cosma’s general manager in the UK & Ireland, said: “This is an exciting and distinctively different collection for 2021. It embraces all the feedback from our retail partners and sets us up for a great year. I’m sure that our stockists will be delighted to see Duca del Cosma offering waterproof shoes from under £130 for the first time, plus the innovative Tomcat and Wildcat shoes with their distinctive outsole at under £160.” For more details on stocking the new ranges, visit www.ducadelcosma.co.uk or call 0800 193 3822.

TaylorMade expands P700 range TAYLORMADE HAS added three new sets of irons to its P700 range in the shape of the P770, P7MB, P7MC irons. The P770 is a more compact version of the P790s, although its smaller head and thinner topline will suit better players, while also offering more feedback, while its higher launch angle with long irons and additional spin will also meet the demands of lower handicappers. Boasting a forged hollow body made from carbon steel, urethane foam is injected inside the head to boost speed and improve feel, while progressive Inverted Cone Technology expands the sweet spot and minimises the negative effects of common miss-hits. Tungsten weights are positioned towards the toe for precise CG placement and increased forgiveness. The P7MC and P7MB are classic players irons made using a new grain forging process that creates up to three times greater pressure than traditional forging to create a tighter grain structure to deliver more consistent feel and performance. The P7MB is a muscleback design that features a thin topline, minimal offset – even less than the P730 irons – and a narrow sole. Forged from carbon steel with a machine-milled face, a backbar delivers precise CG placement and mass properties for optimal performance. The P7MC is a muscle cavity with minimal offset for control and precision, while perimeter weighting offers an element of forgiveness. Based on the P750 irons, enhancements include moving mass up behind the face to support the point of impact. Fitted with KBS Tour steel shafts (X 130g, S 120g) and Golf Pride Z-Grips in grey/black, they have an RRP of £1,299 for a 7-club set (3-PW/AW).

TITLEIST ROLLS OUT TOUR SPEED BALL TITLEIST’S NEW Tour Speed ball boasts a three-piece design with a thermoplastic urethane cover, which promises to provide golfers with the fastest, best performing ball in its category. Tested extensively with amateurs during its prototype phase, the Tour Speed’s design delivers a combination of exceptional distance in the long game and precise short game scoring control. Key technologies include a new high-speed core, which is combined 30

with an ionomer casing layer to increase speed and low long game spin. A urethane cover generates greenside spin with soft feel, while a new 346 dipyramid dimple design provides penetrating flight for long distance with tight dispersion. Scott Cooper, Titleist’s ball R&D engineer, said: “All of the data and golfer feedback we’ve collected has been clear: Tour Speed is consistently the fastest, longest and most preferred ball among the competitive

urethane-covered products in this category.” It is available at retail from September 11, priced at £40 for 12.

September 2020

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Explanar Putting Mat puts golfers on the straight and narrow TAKING INSPIRATION from the success of his Explanar Swing Trainer, Master PGA Professional Luther Blacklock has now launched the Explanar Putting Mat, a teaching aid that gives golfers the opportunity to develop and practice their putting technique in your studio or academy. The mat, which is offered in 3m or 4m lengths, has been specifically designed to create a realistic putting experience, with its speed set at an equivalent of 10.5 on the Stimpmeter. The 2ft-wide mat features various visual alignment aids to improve stroke consistency, directional control and pace, with a shallow cut-out ¾-inch hole at one end which only rewards the perfectly struck putt. A central parallel orange line, which is the exact width of a golf ball, offers the precise line to the target, while there are angled lines either side of the orange line which are designed to help golfers who have a tendency to pull and push their putts. There are markers every 12 inches to improve pace and distance control. By rolling the ball along the graphic lines, golfers will instinctively develop a technically sound, smooth putting stroke that calculates distance based on a calm backswing and mild acceleration with a smooth roll. As Luther says: “Mechanical thought does not guarantee good roll – but rolling the ball perfectly along a chosen line, does demand and guarantee an effective putting stroke.” Priced at £125 for the 3m mat or £145 for 4m version, the Explanar Putting Mat is an ideal tool for any PGA coaching facility. To watch a free 3-minute tutorial, visit www.explanar. com or to place an order, email luther@explanar.com or call 07831 653723. 32

Srixon unveils all-new ZX Series SRIXON’S NEW ZX Series, which will be available at retail from September 19, comprises two new sets of irons, a single range of utilities, hybrids and fairway woods, and two new drivers. The drivers – ZX5 and ZX7 – benefit from a new technology called ‘Rebound Frame’ which transfers energy more efficiently to create the fastest ball speeds ever offered by a Srixon driver. Both feature a lightweight carbon crown that is 15% larger than previous models, with the saved weight repositioned low, deep and around the perimeter of the clubhead for increased MOI and forgiveness. The 460cc ZX7 driver, is fully adjustable and designed to deliver a penetrating ball flight, while the ZX5, which is offered in 9 and 10.5 degree lofts, boasts a fixed head and a larger, flatter clubhead shape for higher, straighter launch and increased carry. ZX hybrids and fairway woods boast the same tour-preferred shaping as the drivers. The two new models in the ZX irons range, the ZX5 and ZX7, complement the existing ZX irons, and have been designed using AI technology to optimise speed. The ZX7 offers a compact head with a slim topline and narrow sole that will suit highly skilled players, while the ZX5 boasts a slightly large blade profile and larger weighting behind the clubface for a more forgiving, yet workable player’s iron. Srixon is also releasing a new ZX utility iron – which goes on sale in January – which is more compact than the brand’s traditional driving irons. It maintains forgiveness thanks to tungsten weighting added to the sole which lowers the centre of gravity for higher launch, along with a forged face for enhanced speed and distance. RRPS: ZX irons £899/£999 (5-PW, st/gr), ZX7 driver £449, ZX5 driver £429; ZX fairways £249, ZX hybrids £229, and ZX Utilities £209. September 2020

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Mizuno breaks new ground with JPX 921 irons MIZUNO’S NEW JPX 921 Series of irons feature Chromoly steel in a full body forged iron for the very first time. Chromoly steel, which contains chromium and molybdenum, is stronger than traditional carbon steel, which enables it be used to make thinner clubfaces and produce more ball speed. The new range, which launches at retail on September 17, comprises JPX 921 Forged, JPX 921 Tour, JPX 921 Hot Metal and JPX 921 Hot Metal Pro irons. The JPX 921 Forged (£150 per club), which is made from Chromoly, offers the fastest ball speeds Mizuno has ever produced from a fully forged iron. They offer a sleek compact profile, with a short blade length, a bevelled trailing edge and reduced offset. Additional perimeter weighting with toe bias maximises performance from off-centre strikes, while a 6.4% wider CNC-milled slot further increases stability. Grain flow forged from mild carbon steel, the JPX 921 Tour irons (£150 per club) maintain the JPX 900 The PGA Professional

Tour’s fusion of precision with stability from off-centre strikes, but the head is even thicker behind the sweet spot for a softer feel and more distance. The use of Chromoly and a re-engineered CORTECH face makes the JPX 921 Hot Metal irons (£120 per club) deliver Mizuno’s fastest ever ball speeds, along with straight ball flight and controllable landing angles. These are further enhanced by the Seamless Cup Face featuring a variable thickness sole design that allows the leading edge to generate greater flex. Three sound ribs produce a more solid sensation at impact, while extreme perimeter weighting and toe bias help to deliver greater consistency from off-centre strikes. All JPX 921 irons are offered with a comprehensive range of custom fitting options from the 13 Mizuno Performance Centres and the network of Mizuno fitters and Swing DNA Fitting Centres spread throughout the UK & Ireland.

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FEATURE

TOPTRACER: LEADING THE RANGE REVOLUTION Nick Bayly discovers how Toptracer’s ground-breaking shot-tracking technology is proving a game-changer for golfers and golf facilities alike

Although I can often be found smashing balls at my local driving range, it’s only because I’m testing out some new bit of kit for review purposes, rather than working on my knock-down 2-iron or honing a high cut. I’m hammering away at a bucket of balls hoping to find a club that does all the work and leaves me just to fill in the scorecard. Sadly, we’re a way off that kind of technological breakthrough, so it’s practice, preferably with a PGA-trained coach in attendance, that will ultimately lead to better scores, and hopefully, getting more enjoyment from the game. Part of my reason for not wanting to practice is that I find it immensely boring. The experience of hitting 100 or so balls into a field is dull beyond belief, even if there are some random targets to aim at. With no feedback, and often no idea where the ball has actually gone, it’s a largely futile exercise. Thankfully, the driving range experience is moving on. Advancements in technology have not only made it possible to record shot data and receive meaningful feedback, but they’ve made it fun, too. And for that we have Toptracer to thank. Toptracer Range technology has transformed more than 250 driving ranges around the world – and over 100 in Europe – from little more than open fields to what the company itself is boldly calling ‘sports entertainment destinations’. With more than 75 systems currently installed at golf clubs and ranges in the UK & Ireland, there is no doubt that Toptracer is also beginning to gain a significant foothold in the domestic market, with venues attracted by the opportunity to increase revenue streams across the board. For the uninitiated – of which there will not be many among PGA Members – Toptracer technology uses ceiling-mounted cameras to track the flight of the ball and record shot data for carry and total distance, ball speed, launch angle, shot shape and dispersion and then transfers that information to bay-based 21-inch monitors, where golfers receive instant feedback on their performance. That alone makes it a brilliant piece of kit for the humble range user looking to improve their game with or without the presence of a teaching pro. On top of valuable shot data, Toptracer Range also offers a variety of game modes, including longest drive, nearest-the-pin, a points-based target game, and virtual golf - the latter of which allows you to play a number of the world’s best golf courses live from your own bay. Avid golfers can dig deeper into their stats

September 2020

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FEATURE using Toptracer’s ‘Launch Monitor’ and ‘What’s In My Bag’ modes, while the Range Community app for smartphones enables range users to link their personal profiles to their visit and return to stored information over time. Paul Williams, Toptracer’s general manager in Europe, said: “One of the best things about the technology is its universal appeal. It attracts the most hard-core golfer and the complete beginner, giving families and friends the chance to get together in a fun and interactive environment. With Toptracer Range installed, a venue can be both an entertainment product and an enhanced practice ground for serious golfers.” As well as being fun and informative for golfers, it also has proved a significant generator of revenue streams for golf clubs and ranges, with all venues that have installed the technology reporting increased footfall, increased ball usage, and more spend in hospitality and retail. Williams adds: “The software can also widen the type of coaching pros can offer, at the same time as encouraging golfers to come back and take lessons, while from a custom fitting standpoint, it can also be hugely beneficial as the system captures data on every ball, as well as comparative data between clubs, leading to more retail sales.” The system can work for any size of range, from a simple seven-bay set up, such as the one installed at Wellsgreen Golf Range in Fife, to the 51-bay operation at World of Golf in Surrey. Evens clubs without covered bays can benefit from the technology, with Toptracer’s mobile option allowing golfers to download a free app on their smartphones, where they can follow their progress and see where they rank against other players on online leaderboards. Once the cameras are installed, it will enable virtually any facility with a driving range to be turned into practice and entertainment destination. While Toptracer ranges that have installed the technology report a surge in the number of visitors, that interest has intensified still further during the pandemic, with the technology enabling safe play between families and groups of friends following Covid-19 guidelines. “We are delighted to see so many of our ranges thriving post-lockdown,” said Toptracer’s President Ben Sharpe. “The past few months were extremely challenging for businesses worldwide and our ranges were no exception, so the early signs of recovery are very pleasing to see. With safe, socially-distanced activities now at the forefront of the entertainment sector, our ranges are the ideal place for families and individuals to hone their game or take up a new sport that they can continue to enjoy regardless of age or ability.” Ranges across England have seen up to 50% more balls hit during the last three months compared to pre-lockdown figures, resulting in a much-needed boost in revenue for facilities which were forced to close for over two months. A1 Golf Range in London saw an increase of 30% on a normal 30-day average, while Leicester Golf Centre reported a 50% increase in the number of balls hit in the immediate aftermath of the easing of lockdown restrictions. Leeds Golf Centre saw numbers grow by 35%, while World of Golf New

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All venues that have installed Toptracer have reported significantly increased footfall, increased ball usage, and more spend in hospitality and retail Malden recorded more than 1.4 million balls hit in a 28-day period in June, compared to a monthly high of 1.1 million last year. While golf facilities never own the system outright, Toptracer charges no upfront costs for installation, just a monthly set fee. Each client is assigned a dedicated account manager who will handle every stage of the process and be on hand to offer advice on how to educate staff and engage customers, as well as provide marketing amplification and support. Gary Booth, Head PGA Professional at the Winchester Golf Academy in Hampshire, is one of many satisfied customers, having installed Toptracer Range at his facility in 2018. He said: “Toptracer has been a game changer for our business. We were only the eighth site in the UK, so it was very much an unknown quantity, but it has made such a difference. Before we installed it, we were doing 2.8 million balls per year at around 60% of the current bucket price. We’re now doing 5.5 million balls at 100% of that price. As well as being popular with our regulars, it’s also helped attracted a new crowd who love the gamification element, so our range is now both a practice and entertainment facility.” ● To discuss Toptracer Range opportunities, visit www.toptracer.com and fill out the contact form for the relevant region.

PGA MEMBER REVIEWS “Customer reaction has been off the charts since the first day we had Toptracer Range installed, even though we had to increase prices by 20% to cover the investment. In next to no time we had our best week and month of trading on the range. There’s also been a positive effect on our custom fit, retail and coaching business, with more interaction between staff and golfers.” Terry Healy, PGA Pro, Portsmouth GC "Since installing Toptracer, we have seen a 40% YOY growth pattern, spiking at 80% in the winter months, and it has had knock-on effects to all areas of the business, especially F&B, and it has opened up new markets for corporate events and league nights.” Daniel Parkes, Academy Director, Charnwood Golf & Leisure Complex

RETAIL

DISPELLING THE MYTHS AROUND

Whatever the size of your retail operation, the latest Point of Sale systems will help you run your business more efficently and more profitably

EPOS

oint of Sale (POS) systems have been widespread across retail and hospitality sectors since the 1980’s, with constantly evolving functionality. They’ve come a long way since the days when retailers ran their shops with a pen and paper to keep on top of stock, sales and pricing, and relied on a manual spreadsheet to run the business. Hopefully, this isn’t still you. Fast forward to today’s modern ePOS with its limitless possibilities and all the benefits of new software, such as accessibility, mobility and improved security to help grow retail businesses. However, not everybody’s embracing the tech revolution. “It’s incredible how many people still rely on a basic till system, or don’t take advantage of the features in their ePOS”, says XPOS’s Matt Peace. “On average, a UK pro shop carries £16,000 of excess stock. Why would you not want a system that helps you choose the right colours and sizes, and make the right purchasing decisions?”

NOT JUST FOR PANDEMICS Back in March, when shops had to close, retailers with the right software in place were able to adapt quickly and adjust to the new situation. “Where many businesses moved to online selling, I could see some of the smaller stores just didn’t cope,” says Matt, “It isn’t just pandemics we have to watch out for. Golf retailers need to be able to react to events such as bad weather, which we see all the time here in the UK.” It’s also worth remembering that we may all be forced to update our sales systems soon, due to the government’s Making Tax Digital initiative. With new rules to make digital record keeping for VAT compulsory, as well as filing of VAT returns via digital software or digitally enabled spreadsheets, new solutions need to be in place by the deadline in 2022. If we still haven’t convinced you, let’s dispel some of the myths around ePOS systems and the squash the reasons often provided by golf retailers before they come on board.

September 2020

www.pga.info

RETAIL My shop is too small for an ePOS The only way to manage any business is by staying on top of the numbers, regardless of whether it’s large or small. We’ve heard many retail owners argue that they know exactly what they have in the shop but, fundamentally, they can’t recall what’s been sold. Suppliers do their job in selling to you and it’s the retailer’s role to manage stock and understand what the shop needs more, or less, of. Looking at an empty shelf isn’t the way to run a business. It doesn’t tell you what sizes or colours were more popular last season, whether you had to discount, how quickly your outerwear sold, or whether you had to pay more staff to sell it.

ePOS systems aren’t secure If you’re still relying on an old ePOS, or even paper-based record keeping, it’s a high-risk strategy that’s leaving your business exposed to multiple problems including staff error, or theft. New ePOS systems give retailers full control over access to the till, as well as sales, customer and inventory data. XPOS gives you the flexibility to work anywhere and, when you’re away from the shop, you can securely access online services and data, whilst allowing limited access to other users.

Managing your stock levels has never been easier with the latest ePOS systems

ePOS systems are expensive Making financial decisions for the business will always be worrying and it’s understandable that business owners want to see a return on their investment as soon as possible. ePOS systems do tend to be expensive due to the wealth of features and benefits they include but the right system should save you money. In fact, the average golf shop saves £4,000 each year with XPOS thanks to the unique industry database and fast, accurate stocktaking and importing capabilities. We’d say that’s a no-brainer. ●

At the touch of a button I can print all manner of in-depth reports - which used to take me hours with my previous system saving me valuable time and allowing me to spend longer with my customers”

ePOS takes too much time to set up Unlike old POS machines, (or a piece of paper), a modern ePOS will generate detailed reporting and insights to enable you to make the right decisions to grow the business. Without them, it’s just a guessing game. “Just remember, you need the right foundations in the first place”, says Matt. “If the data in the system is inaccurate, or full of duplicates, then you’ll soon lose faith in the reports and will use them less and less”.

NOT JUST A TILL XPOS’s live industry database contains over a million items from 150+ leading sports brands, so when users receive new stock, they just scan the barcode and the system ensures the right details are added to their ePOS. Most retailers signing up to XPOS will need to spend a bit of time at the beginning to migrate and clean their existing data but, once it’s done, the system will literally save you hours of stocktaking and importing time each week. “At the touch of a button I can print all manner of in-depth reports - which used to take me hours with my previous system saving me valuable time and allowing me to spend longer with my customers.” As sales manager, Matt talks to hundreds of golf pros each year about the benefits of ePOS systems. “It might seem like an effort to set up your ePOS initially, but good data is the key to a successful retail business. Your reports mean nothing without it. It makes business sense to focus on what you’re good at: be it coaching, selling or dealing with the club. Let your ePOS do the rest.”

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The PGA Professional

XPOS is the number one sales and stock management solution designed for golf retailers. To set up XPOS, you’ll need about the same amount of time as it takes for a full shop stocktake. If we haven’t done enough to bust some of the ePOS myths, email matt.peace@crossovertec.co.uk or visit www.crossovertec.co.uk.

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FEATURE

ONE OF THE BEST KEPT SECRETS IN GOLF

The PGA's new partnership with Cannaray reflects how one of the latest health trends is making its way into the golf industry. What is CBD? CBD stands for cannabidiol, a natural and safe extract from the cannabis plant that is something of a secret weapon in the wellness world. It is used by some of the game’s elite players, with the likes of Bubba Watson, Tiger Woods and Ricky Fowler having revealed they regularly use CBD to take their game to the next level. Why use CBD? Taking CBD won't get you high or alter your consciousness, instead CBD is believed to bring balance to your body and mind. Studies have shown CBD may be effective in: helping people with anxiety, improving sleep, easing pain, treating skin conditions and reducing inflammation. Cannaray's Open Book Policy When it comes to wellness, transparency is everything. That’s why Cannaray take pride in revealing every detail of their products, from the ingredients used to the way they blend each oil or mix each balm. Cannaray partner farms must link the steps of the production process through a trackable serial number, and all lab reports are published online to offer the complete breakdown of each product. Every bottle and jar Cannary use to package their CBD is made with glass, while the pumps and lids are created using white recyclable plastics.

WHAT’S IN IT FOR PGA MEMBERS? PGA Members that list Cannaray products will receive: • Free product on a Sale or Return basis, with no financial or contract term commitment (worth £600 in sales value) • Two free samples • A bespoke point of sale unit design to take minimal counter space and display products • Educational material for club staff and customers • Direct Cannaray advice service • Excellent margins over 50%and repeat purchase opportunity

WHAT SHOULD YOU LOOK FOR IN CBD? High-Quality Plant Extract: When it comes to high-quality CBD, how the plant is extracted is a vital factor, and every brand approaches this process differently. While many use unpleasant chemicals like CO2 and ethanol, Cannaray harness a blend of high pressure and low temperature to gently extract the plant. Bioavailability: For the uninitiated, CBD bioavailability relates to how much of the product is absorbed into your bloodstream, and how effective it will be. It plays a huge role in every product Cannaray create, including the CBD Oral Drops, which are blended with coconut oil – a carrier oil that ups absorbency and tastes delicious. Meanwhile, Cannaray's CBD Capsules and CBD Curcumin Capsules are infused with 5x VesiSORB Patented Technology – a one-of-a-kind delivery system that increases bioavailability.

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Winner of Best CBD Brand for Recovery "The Cannaray products are incredible at aiding recovery. Combining ingredients such as arnica and aloe vera they soothe skin, relax muscles and reduce inflammation. I had a running injury on my knee and hip that was agony, but after applying the CBD and Arnica cream it instantly felt better.” HIPANDHEALTHY.COM

FEATURE BENEFITS OF CBD FOR GOLF RELAXATION RECOVERY

Remain relaxed and calm whilst playing

Better performance due to aided recovery

BALANCE

PAIN

HEALTH

Achieve balance when travelling and competing

Reduces aches and pains, allowing better performance

Future developments include additional supplements promote focus and increased awareness.

Transparency: Look for CBD essentials made with transparency at the forefront; brands that are proud of their extraction process and the way their products are sourced. You’re in the right place at Cannaray, as every capsule, oil or topical that arrives at your doorstep comes with a serial number, so you can track the full production process.

YOUR QUESTIONS ANSWERED 1. WILL CBD GET ME HIGH? No. CBD is non-psychoactive and associated with the positive therapeutic properties of cannabis, and none of the negative properties that can cause intoxicating effects. 2. IS CBD SAFE? Yes, CBD is safe and 'well tolerated with a good safety profile', according to the World Health Organisation's 2017 Report. 3. IS CBD LEGAL? Yes, CBD is 100% legal. All Cannaray CBD are triple-lab tested and contain 0% tetrahydrocannabinol (THC). 4. WILL CBD SHOW UP IN A RECREATIONAL DRUGS TEST? No, Cannaray CBD will not show up in a recreational drugs test because all of their products are THC-free. 5. HOW CAN I TRUST THAT CANNARAY IS SAFE TO USE? Each Certificate of Analysis (COA) is linked to the expert test results of a reputable third-party laboratory. Batch numbers are available to provide full transparency in the manufacturing process. Best by dates are clearly displayed for product shelf life expectancy.

WHY ARE PRO GOLFERS USING CBD? CBD for Focus on the Course Golf isn’t just about physical precision; your mental precision is important, too. Experts believe there’s a strong relationship between CBD and some of the causes of poor concentration, including bad sleep and anxiety; two key factors that make it hard to keep your eye on the ball. CBD for Golf Injuries Pain can come from both the frequency of playing and difficulties with your swing mechanics. So, how do you reduce the impact a round of golf can have on your body? While adjusting your techniques to reduce golf injuries will certainly help, more and more golfers are turning to CBD topicals when they step off the course. We all know how soothing it can be to give your achy muscles a massage, and using a CBD Muscle Balm or CBD Skin Cream makes it easier for hands to work into the knots. If you’re trying it yourself, don’t only focus on the areas where you feel pain. Apply to every overreached muscle on your lead side, because they all take a beating when you play. This means the wrist, elbow and shoulder you swing with, the knee you’re leaning into, and even the fists you’re clenching while preparing to take a game-changing shot. Apply the balm or cream liberally, massaging in small, circular motions. You can even use the CBD Muscle Balm before a round, as it’s designed to stay on during sports.

September 2020

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TRAVEL

A MESSAGE FROM GOLFBREAKS September is traditionally one of our busiest months for Pro travel, and whilst 2020 has thrown a few challenges our way, there are still plenty of PGA Professionals taking groups away this month and enjoying golf in the sun with their members. One of our most popular destinations, Portugal, has now been added to the list of UK air bridges meaning you no longer have to self-quarantine for 14 days on return from your holiday. Whilst there are still a number of travel restrictions in place for other countries, you can still enjoy a break to some of our most popular destinations at the time of writing. Rest assured that ourselves and the hotels and courses we work with are working around the clock to ensure your trip is safe and an enjoyable one. This monthâ&#x20AC;&#x2122;s feature focuses on how to get into Golf Pro Travel as well as a rundown of our most popular resorts and venues for PGA Professionals. These venues offer fantastic facilities, amazing golf courses and are amongst our top-rated venues for Pro Travel, making them perfect for your next break. September also sees the return of our fantastic Early Birdie promotion with bigger savings than ever before. There has never been a better time to book your next break with a group of members or friends so get in touch with our dedicated Pro Travel team to see how we can help. I hope you enjoy this monthâ&#x20AC;&#x2122;s articles and I look forward to seeing you out on the course soon!

Ben Foster Head of Pro Travel

WHY BOOK WITH GOLFBREAKS

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

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

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

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JAMES MARTIN Business Development Manager South UK

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

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

TRAVEL

ARE YOU LOOKING TO BOOST YOUR INCOME AS A PGA PROFESSIONAL? Then running trips away with your members and clients could be the answer you are looking for. Travel not only offers a great opportunity for additional income as a PGA Professional but also helps with member retention and building client loyalty. All three are very important considerations as a PGA Professional in the current climate. Are you looking to upgrade your launch monitor, or maybe fund your own personal development? If so, then travel can be the vehicle that produces the additional income you need to fund your next project. If you have never taken groups away before then there are two easy ways for you to get started. Coaching Break Coaching breaks offer you the perfect opportunity to earn additional income, particularly in the winter months when you may have the opportunity to get away for a few days. Not only can you offer coaching and play golf with your members in the sun abroad, it also allows you to strengthen your relationship and build loyalty amongst your group. Coaching breaks typically range anywhere from 3 to 5 days and you can hop on a short flight to some of the best venues Europe has to offer with excellent practice facilities. Golfbreaks work closely with a high number of top venues, with all the facilities you need to run a successful coaching break and make it a trip to remember for your group. For a short break like this, you can easily earn in excess of £1000, even with a small group. Captain’s Away Break How often do you get tasked with organising your Captain’s away trip? Most PGA Professionals are fundamental in the organising of venues and collecting the money from members. These trips offer the perfect opportunity to take the burden away of organising their trip and allow you to earn additional income in the process. There are plenty of fantastic venues in the UK to choose from if you do not wish to venture abroad and these types of trips typically range anywhere from 1 to 2 nights. The majority of venues also offer dinner in the package so you can rock up and not have to worry about anything until you leave. In addition to your 5% commission you can also add a fee on for organising the trip and add in a prize fund so your members can enjoy a competitive edge to the trip, with the winnings being spent in your pro shop. Golfbreaks makes the whole process easy for you and can guide you every step of the way with our dedicated Pro Travel team. Get in touch with us to find how we can help put the perfect trip together for you. ●

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

Carl Cross, Head Professional at Mellor & Townscliffe GC on a recent coaching break to Turkey

BENEFITS OF TRAVEL - Earn income throughout the year - Helps with member retention - Builds client loyalty - Offer travel as a service to your membership

HOW THE GOLFBREAKS PRO TRAVEL TEAM CAN HELP YOU - 5% commission and free places for Pros - Access to exclusive Pro Travel packages - Advice on suitable venues that meet your requirements - Advice on the best time to travel - How to decide your “mark-up” - Key ingredients for a successful trip - Help with marketing your trip

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

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TRAVEL

FIVE OF THE BEST

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

With so many amazing venues to choose from across the globe it is sometimes difficult to know where to start. Here we have compiled five of our most popular Pro Travel resorts offering everything you need to organise your next coaching or hosted break in 2021. Now is the perfect time to start planning your trips for next year to ensure you secure the best rates and tee times for your group, particularly important if you plan on offering coaching as part of your break. All of these venues offer excellent practice facilities and we can you a bespoke package to suit your individual requirements. Take a read and start ticking these venues off your list.

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AMENDOEIRA GOLF RESORT ALBUFEIRA, PORTUGAL

Our most popular Pro Travel venue, Amendoeira Golf Resort offers a mix of modern apartments and villas, and is on the doorstep of arguably two of the most prestigious golf courses in the Algarve, the Faldo Course and O’Connor Jnr Course as well as an excellent floodlit par 3 course for a bit of fun with your group. The resort also boasts some of the best practice facilities in Portugal so its not hard to see why Amendoeira has been our most poplar Pro Travel venue for the last 4 years running. The Clubhouse, located in the centre of the resort has a large restaurant and bar serving breakfast, lunch and dinner. Drinks can be enjoyed on the terrace whilst looking out over the two stunning golf courses making it an excellent choice for your next trip away. 3 nights bed & breakfast & unlimited golf from £335 per person FREE shared buggies Pro goes FREE with 7 amateurs

£385 From

PRECISE RESORT EL ROMPIDO HUELVA, SPAIN

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This modern and contemporary designed 5-star hotel is fantastic value for money and is part of one of the most outstanding resorts in Costa de la Luz. Apart from the hotel, the onsite Golf El Rompido has two fantastic 18-hole golf courses; North and South, and superb practice facilities. There are also three restaurants throughout El Rompido, two in the hotel and one in the clubhouse. The popular El Faro is located adjacent to the swimming pool where your group can enjoy a refreshing cocktail and sample fresh grilled fish dishes. 3 nights semi all inclusive & 2 rounds of golf from £385 per person Pro goes FREE with 7 amateurs

September 2020

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TRAVEL

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LA MANGA MURCIA, SPAIN

Hotel La Manga Principe Felipe is a luxurious 5-star hotel and golf resort and arguably one of the best golf resorts in Europe. The Golf Club boasts three Championship standard golf courses each offering an exciting challenge. La Manga Club also has an impressive 10 restaurants in and around the resort. A must visit is La Bodega, only a few minutes’ walk from the main hotel, where you can enjoy traditional Spanish tapas and fine wine. The extensive practice facilities at the resort also make it very popular for coaching breaks 3 nights bed & breakfast & 2 rounds of golf from £345 per person Pro goes FREE with 7 amateurs

£879 From

SIRENE BELEK HOTEL BELEK, TURKEY

per

person This hotel has everything you could possibly want from a fantastic golf holiday in Turkey, complete with 5* luxury accommodation and home to Antalya Golf Club – PGA National Turkey with the PGA Sultan and popular Pasha course. With an excellent climate all year round, the resort has fantastic on-site leisure facilities as well as 11 bars and restaurants scattered amongst the complex. A trip to Blacky Bar is a must which has a disco for those who fancy a night out without the need to leave the hotel. There are also an abundance of top courses on your doorstep including the National Golf Club, Carya and Montgomerie courses should you wish to venture out for the day. 7 nights all inclusive & 4 rounds of golf from £879 per person FREE Transfers Pro goes FREE with 7 amateurs

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KENZI ROSE GARDEN MARRAKECH, MOROCCO

Located just outside Medina, and excellent weather all year round, Kenzi Rose Garden gives a peaceful solitude away from the hustle and bustle of Marrakech. This 5-star hotel boasts a number of restaurants and bars and excellent spa facilities on-site. The golf in Marrakech is outstanding, with a great selection of golf courses right on your doorstep, with the most notable being Al Maaden Golf Resort & Assoufid. Assoufid is a must play, located just outside the main city and spectacular views of the Atlas mountains. A trip to Morocco is one your group won’t forget. 5 nights all inclusive & 3 rounds of golf from £579 per person Pro goes FREE with 7 amateurs

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

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COACHING

HOW DO YOU 4C

PLAYER DEVELOPMENT? n BY DAVID COLCLOUGH, HEAD OF COACHING AND SPORTS SCIENCE

Many of you will have heard me speak in the past about the role every PGA Member can play in growing the game by using their own individual skills and abilities to:

INSPIRE – ENGAGE – CONVERT – RETAIN (IECR)

his four-step model was first introduced to the PGA over a decade ago now, through work I was involved in with Ian James, CEO of RetailTribe. It is not the purpose of this article to go back through this model in any degree of detail, suffice to say I strongly believe that a good PGA Professional with the appropriate skills and abilities can INSPIRE individuals to take action and try golf, or want to improve their current level of performance, which offers the chance to ENGAGE with them in some form of golfing activity. If this is designed well and forms part of a pathway, then a new golfer can become a golfing CONVERT, and/or a current golfer becomes a CONVERT to both the PGA Pro and the facility, and as a result becomes a great customer for that PGA Pro. The final stage is that the PGA Pro helps RETAIN that individual in the sport and as a customer and advocate of their services. More recently as I have been involved in more coach education and coach development conversations across sports, and have had the chance to listen again to people who have positively influenced some of the major sports organisations across the globe, I’ve been brought back to another four-word model that I think is extremely powerful and ties in so well with the IECR model. Its origins are in youth level sports development, but more and more it is being used as a framework to support sports participation across the ages.

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The 4 C’s model draws attention to four athlete (player, participant, etc.) outcomes that coaches should be encouraged to consider when thinking about how they approach player development at any level.

THOSE 4C’S ARE: Competence

Confidence

Character

Connection

The model, as I have already stated was first introduced as part of a positive youth development movement, to encourage coaches to focus their sessions on outcomes that would help each young person develop traits that

COACHING

might make it more likely that they will stay involved in sport and go on to be lifelong participants and advocates of physical activity. More recently, this model has started to be applied to adults as well, and I have been fortunate enough in recent months to speak with one of the original authors of the research, Wade Gilbert, who looked at how the 4C’s could be used to assess coaching effectiveness and expertise. Gilbert (and his co-author Jean Côté) defined coaching effectiveness and expertise as being:

The consistent application of integrated professional, interpersonal, and intrapersonal knowledge to improve athletes’ competence, confidence, connection, and character in specific coaching contexts. (Côté & Gilbert, 2009)

So, my challenge to you in this introductory article on this topic is: What do you do to help develop someone’s confidence, character and connection to golf? A straw poll of most of my colleagues in the game is accepting of the fact that almost every Professional will be focused on helping individuals to develop competence, but there is more of a question mark over how often the other 3C’s are given the same level of attention. I can hear some of you shouting at the magazine page, “But if someone does not get competent they won’t play for very long!” and I’d agree with you. The research conducted a few years back by UK Coaching across a range of sports would also agree with you – sport and physical activities are generally much more fun if you develop a degree of competence in them. BUT… • How much time do you spend planning how your coaching practice helps to develop confidence in an individual, so that they can take this to the golf course, play better with their mates, etc? • How much time do you spend trying to find ways to develop their character so that they can deal with that 1st tee shot in front of the clubhouse with everyone watching? • Do you plan ways to help them connect more with the sport, helping them to integrate into the club environment so they feel a positive connection which will keep them coming back for more as they feel more comfortable (another C!) with you, at the facility, and around other people? It seems to make sense that if someone feels more positive about their competence, confidence, character and connection they are more likely to move through the phases of: INSPIRE – ENGAGE – CONVERT – RETAIN

Photos courtesy of Andy Hiseman

But don’t be fooled into thinking that because it says ‘athletes’ it is referring only to elite sport or sport where people are driven to be the best they can be. It certainly addresses that, but I have been more focused on how this 4C’s model could be used to support the IECR model which relates more directly to getting people into golf, playing the game and spending time and money within golf, rather than elsewhere. As such, it connected with other influencers I have learned from over time, who have spoken about the importance of going beyond the technical and tactical (competence), and dealing as much with the personal characteristics such as confidence and character, and developing a connection to the game.

Challenge yourself to consider how you will help someone achieve progress on all four levels of the 4C’s models. The evidence suggests that it just might help your player development programmes go up to another level. From youth development to Olympic programmes this model is showing its value to a wider array of sports participants – perhaps it can help you too? ● Please get in touch if you are able to share any successes related to this story – david.colclough@pga.org.uk Further reading - The 4C’s research article is available online – simply google - ‘An Integrative Definition of Coaching Effectiveness and Expertise’

Setpember 2020

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COACHING

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

If you want to know more about the work Andy & Piers do, connect with them in the following ways:

In this month’s Player Article, we wanted to do two things – firstly, show the importance of the team behind a player. Secondly, discuss Dustin Johnson’s (DJ) technique, which differs with his wedges compared to his long game. THE PROBLEM In 2015, Dustin Johnson was one of the best players in the world averaging well over 300 yards off the tee whilst being pretty straight. Indeed he was a whole shot up on the field for ‘Driving Strokes Gained’ per round. He was a very good putter, but something was missing from his game. He was losing shots to the field when pitching and was barely gaining on the field between 100 - 150 yards! This just shows you how good his long game was because he was still a top 10 player. If you think about, someone who can hit it over 300 yards is often going to have a shot less than 150yds. As such, DJ was not maximising his massive advantage off the tee, and he needed to be better with a wedge in his hand. THE DIAGNOSIS The contributing factors that lead to DJ pivoting to purposeful wedge improvement came firstly from his coach Claude Harmon and TaylorMade’s VP of Tour Operations Keith Sbarbaro, who raised concerns as to how good DJ was between 100 and 150yds compared to some of the other top 10 players in the world. The next factor was the role played by James Cornish who oversees Strategic Insights for TaylorMade. One of James’ main roles is gathering stats on all TaylorMade staff players, as well as identify Email: info@meandmygolf.com Website: Meandmygolf.com

Setpember 2020

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COACHING potential talents who could one day be signed for TaylorMade. James was able to validate the exact yardages DJ needed to improve incrementally to solidify his top 10 status and ultimately take the pressure off his short game and putting. THE SOLUTION With this data, and the help of Claude and Keith, and the rest of the team at TaylorMade, DJ was able to focus his attention, and the main tool to help him was a Trackman. With his team they devised multiple challenges on Trackman to help him become a master of knowing yardages. We have filmed with him on a separate occasion when he was calling out the yardages as the ball was still in the air, and he was never outside of 5 yards and he got 3 out of 7 exactly on the money! This massively helped his ability to stay in the world’s top 10, win the 2016 US Open at Oakmont, come close in a number of others, as well as win more PGA Tour events than anyone except Tiger, in the last 12 years. But what did it do to his Strokes Gained numbers? Well, he went from barely gaining on the field from 100 - 150 yards in 2015 to being 0.35 shots per round up on the field which led to a total gain on the field of 2.13 shots per round, with a much tighter dispersion and hardly any errant shots. During this period of improvement there was hardly any technique work! It was mainly just pure repetition of hitting shots on Trackman, testing his ability to hit all the different yardages. THE TECHNIQUE That said, there is something different about DJ’s wedge play compared to his long game, and it is quite distinctive. You will notice that when DJ is at impact with the driver his head is hardly turned towards the target, but when he is hitting a wedge we can see there is a lot of rotation towards the target! Almost akin to Annika Sorenstam and David Duval!

The reason we love this is that it is great for shifting the low point later into the through swing. Whenever you see DJ hit a wedge the divot isn’t massive, unless the grass type and lie dictate it, and this is something else that we see happen when players rotate their

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head on the through swing - the interaction with the ground is a lot shallower. From our data, DJ does have an attack angle of around 5 - 6 degrees down, but because of the head movement he is taking relatively slim divots. DJ has this head movement with his wedges to allow his body to turn better through the hit. If his head stays back, he feels it will compromise his strike and brings a miss to the left into play. STRATEGY AND SUB 100 SHOTS Strategy also has a big part to play in his improvement. DJ rarely leaves himself a 50 yard shot. He is always looking to be inside 30 yards from the green, or if he can’t get it that close he’ll leave himself a minimum of 70 yards from the green, as a 70 yard shot is a half swing with his 64 degree wedge. The strike is his main key (again ties into the head movement) when he is playing a shot under 100 yards. He is looking to hit it between the 2nd and 4th groove which is one of the key components for more spin. He uses his 64 degree a lot and because of the low on the face strike it does not actually go that high, he was hitting 70-yard shots at around 55 to 60 feet in height. He will control the distance with his swing length in the backswing, so he uses a simple clock system of 1/2 and 3/4 swing lengths combined with choking down the handle. HELPING AMATEUR CLUB GOLFERS If we have anyone who struggles with hitting too much ground before the ball with their wedges, or steep divots, inconsistent divot depths and strikes on the face, then this really is a ‘go to drill’ for us. Just get the student to peak at the target early as they start their downswing. Give it a try yourself! You may be surprised!!!

So what next for DJ this season? Well, he had a good PGA but at the time of writing this article his wedge game could be a bit be sharper, so maybe it’s a case of getting dialled in on the Trackman again so he can finish the season strongly. You cannot write him off for the two Majors that are left. ●

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ADVERTORIAL

SHORT AND SWEET With golf currently enjoying a period of unprecedented demand, many professionals are asking the question, how do we capitalise on this opportunity, whilst safeguarding our future?

hile incorporating all-weather practice areas has become relatively common practice, many forward-thinking golf venues and some of the world’s most prestigious golf courses have created designated short game areas too. Those that have dedicated focus, time and resources into its short game offering have reaped the rewards. Frilford Heath Golf Club in Oxfordshire is one example. Here, the specific objective was to enhance its membership proposition. Consequently, it created a Yellow Course, a par three course to add to its already impressive three championship course offering. It was designed at the outset to cater for all standards of golfer and was created entirely using Huxley Golf’s premium all-weather surfaces.

The return on this investment has been impressive, as Tim Newton, Head PGA Professional at Frilford Heath explains: “Our wonderful Huxley Golf Yellow Course has been a fantastic addition to our practice facilities and a great coaching tool. It has helped boost our membership revenues and coaching income across the board. “Since its introduction, we have increased our junior membership by 36% and we’re thrilled about this. The best part is that almost all of these junior players starting golf for the very first time are complete beginners. We believe this increase is because we’re now able to offer a more relaxed environment to learn and enjoy the game. We have also hosted private school junior golf days and teamed up with the Junior Golf Foundation, Grass Roots Golf, HSBC and Tim Henman to offer safe and fun coaching clinics for juniors with the expert guidance of our PGA Professionals.” Tim continues: “While the Yellow Course offers a gentle and safe environment for beginners and juniors to get into golf without the worry of getting caught up on our championship courses, we also use it to deliver elite level training and county squads come here for performance training too. “Beyond this, we use our Yellow Course as a platform to engage our wider membership more fully. It allows social members to get used to playing here before deciding to invest in one of our full membership packages and it enables us to retain members if health or injury prevents them from playing as fully as they would like. Ultimately, our all-weather Yellow Course offers something for every golfer, and we couldn’t be more pleased with the impact that it has had here.” Paul Chester, General Manager at Huxley Golf, has overseen these, and many more, all-weather installations. “Short game areas by their very nature are high wear, high risk areas for greenkeepers and course managers to deal with. The only real way to mitigate the risk of reduced playability is to consider artificial surfaces,” he said. “Benefits can be realised in numerous and individual ways: it doesn’t have to mean replacing entire tees and greens. In most cases, it means creatively using a variety of techniques and surfaces to relieve the pressure points and to achieve commercial goals. We work closely with all of our clients to design and install solutions that fit their ethos and surroundings, but there’s always a common aim: to enhance customer satisfaction and grow income potential.” sales@huxleygolf.co.uk 01730 829608 www.huxleygolf.com

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September 2020

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MARKETING

Social media management tools and which ones to choose are a conundrum for most small business owners. There is so much information and advice floating around that it can be hard to navigate a path to finding one that suits you - and your budget. This is the first of a two-part article that will take you through what a social media management tool does and why it is essential for your business. In part two, we’ll look at the top five individual tools, so you can pick - or swap - a tool that will work for you. Obviously, every social network allows you to post on their platforms in a variety of ways - and immediately, so if you haven’t already got a social management tool, you may wonder why bother? However, what you perhaps haven’t considered are the steps that you need to take when you’re posting on social media. Writing the copy, finding the images or the video and working out which hashtags to use all takes time and that’s something we’re all short of. And platforms - especially instagram - are beasts that need constant feeding if you want to maintain and grow your audience, which I am assuming you do. If there’s one thing we can all agree on as small business owners and that’s a huge lack of time to manage the business-critical aspects of your work, let

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SOCIAL MEDIA MANAGEMENT TOOLS AND WHY THEY’RE VITAL FOR YOUR MARKETING STRATEGY PART ONE

n BY ANTJE DERKS

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Monster Hydro Sport Buy 3 Get 1 FREE for PGA Members until 30/09/20

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MARKETING alone curating engaging content for your channels. However, there are some great tools -free and paid for - that can help you take the stress out of the posting process. In this article, we will explore what social media management tools do and in the second part, in the next issue, we will look at specific providers, which will hopefully guide you to make a choice that’s right for you.

EVERYTHING IS IN ONE PLACE Jumping between social accounts is a pain, especially if you have a robust social media strategy for your small business and publish across several platforms. Social media management tools allow you to manage each of your accounts in one place, which means that you get a bird’s eye view of what you post - as well as each reply, share, and direct message you get - and don’t forget, clients and potential clients expect an almost immediate response. This beats jumping between tabs in your browser and hoping that you’ve published each post successfully.

POSTS CAN BE SCHEDULED IN ADVANCE Most social networks don’t make it easy for you to schedule posts to go out ahead of time. Even though some of them give you an option to schedule in advance, they don’t offer an easy way to look at all of the posts you’ve lined up to go out later in the week - or month. The best social media management tools for small business owners provide you with a decent calendar view of your posts. You can look at daily, weekly, or monthly breakdowns of your scheduled content across each channel individually - or as a whole.

SCHEDULING TOOLS ALLOW YOU TO DELEGATE POSTING SAFELY Delegation may not apply to you, but it is worth knowing you can and do it safely. Ultimately, the fewer people that have access to - or know - your account details, such as the email address and password associated with your accounts, the better. Any time you give out your credentials to an employee, you open yourself up to the risk of a potentially dodgy post, a message that might not be taken the right way, or even a potential business social media disaster. Tools designed to help run social media management for small business owners add a much-needed layer of security between any employee and your accounts, since they don’t need access to your credentials in order to post.

POST APPROVAL BEFORE PUBLISHING If you are lucky enough to have help with your social media, it is sometimes not enough to keep passwords etc private. It’s also a great idea to make sure that the posts they create are ready for public consumption before they go live. Several social media management platforms feature

The PGA Professional

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If you don’t measure your social media stats, you’re flying blind. You’re also missing out on valuable market research regarding your customers

authorisation options that allow you to review - and approve - posts before they go live. You can monitor every post before it’s published, which prevents potentially embarrassing status updates from going online. And trust me, it is easy to do. I manage a variety of social feeds for clients and I have, in the past, posted something on a client’s feed instead of my own. It’s easily done and luckily I noticed before they did and rectified the error. Now, all my clients’ posts are managed via scheduling tools, so they can approve the posts in advance and I can rest easy knowing they’re happy and I’m not going to mispost by accident.

ANALYTICS ARE BETTER If you don’t measure your social media stats, you’re flying blind. You’re also missing out on valuable market research regarding your customers. Every major social media network provides you with a snapshot into the basic social media metrics for your account, such as likes, follows, and engagement. But great tools let you dive deeper and offer you a breadth of historic data on your post performances, follower acquisition trends, and are even able to show you who your most influential followers are. These insights can help you maximise your social efforts, and pinpoint exactly what’s working for your accounts.

CUSTOMER SERVICE MADE SIMPLE Social listening and customer support are two major pillars of a modern social media strategy for small businesses. Your channels give you an unrivalled opportunity to speak directly to your individual consumers, address their concerns, and create conversations that turn into potential new business or prove to your clients why they should continue to book with you. It is about creating trust and providing value for money. Even the least expensive social media management tools include functions that let you reply to comments and direct messages. More sophisticated products can even help you measure the number of positive and negative mentions you get, as well as the time it takes for you to reply to a query. ●

ADVERTORIAL

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Find out how to safeguard your sales & service performance today. 59club has assisted the industry to achieve the greatest levels of customer service and sales etiquette for the past 12 years, with a wealth of products and services available to support the golf, leisure, spa, F&B and hospitality industry to achieve excellence. Harness 59club’s intelligence to perfect your customer journey, convert more sales, drive member and visitor retention, secure increased spend per customer, and provide unparalleled education and development for the team. A virtual education platform hosting 59club’s acclaimed sales and service training courses providing interactive materials delivered at a time to suit the student, and the needs of the business. Venues can also store their own company policy, training manuals and host live forums within the platform. The intelligent solution to educate new starters, upskill those with new responsibilities, and provide development pathways for employees at all levels who aspire to further their existing skills and knowledge.

The survey suite assists venues to connect with their clients and employees, assisting managers to make informed decisions to advance. Furnished with preloaded templates and customised options to generate vital data alongside industry comparisons, the survey tools provide vision and clarity across the wider marketplace. My59 surveys play a crucial role in understanding the evolving expectations of members, guests and employees, securing greater acquisition, retention and loyalty. Generate comparable data around the industry’s operating rates - such as gross profit, turnover, membership revenue & attrition, purchasing rates, stock levels, average monthly sales, payroll, staffing levels - with many other variables to make informed financial decisions. With evolving changes in the way golf, leisure and hospitality operates, 59club are driving standards, supporting the industry to capitalise, as venues witness elevated participation rates and newcomers to our sport. For those wanting a proven strategy to retrain and upskill their workforce, measure inhouse standards, analyse industry comparable data, elevate customer acquisition, satisfaction and profits - there has never been a better time to engage with 59club.

Measure employee attitude, sales & upselling aptitude, facility management and general operating procedures, including your practice of essential Covid-19 safeguarding policies. Complete with comparable data against industry standards and the best performers. 59club’s Mystery Shopping services empower you to understand business trends, monitor performance, generate additional secondary spend, secure increased conversion from sales enquiries, and develop employee behaviour to exceed your customers’ evolving expectations. For more information and to realise your greatest success, visit www.59club.com and reach out to your Regional 59club Manager today.

September 2020

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breaking news

golfers going nuts for KIND Snacks this season. ®

KIND Snacks are the newest snack bar to be hitting golf clubs this summer, packed with whole & natural ingredients the range is the perfect mid-round snack to get you through.

Head Professional of The Luffenham Health Golf Club, Ian Burnett, said: “Since stocking KIND® in our Professional Shop this month it’s already become our best-selling snack bar. The protein bars have been a big hit with our members!”

All award-winning KIND® snacks are made from delicious, wholesome ingredients & are gluten free, high fibre & no artificial flavours, colours or preservatives.

KIND® is now available to buy from Chapple & Jenkins, Booker & direct at www.kindsnacks.co.uk.

Launched into the UK 4 years ago, America’s #1 healthy snack brand is now available to stock in Professional Shops up & down the country. The KIND® range has over 10 bars to choose from, whether it’s the best-selling Dark Chocolate Nuts & Sea Salt or the new KIND Protein Crunchy Peanut Butter, with 12g of plant protein, there is a snack for everyone.

Please contact Will for samples & any additional queries at: will.chamberlain@kindsnacks.co.uk 07584 544111

MEMBERSHIP

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

THIS MONTH’S HIGHLIGHTS INCLUDE: Save, enjoy, spend today with SVM retail offers Save £100s on the big brands retailers through SVM. Whether you are looking to save on your supermarket shop, updating your wardrobe, dining out or on Home and DIY – you will find savings available through the SVM platform. Visit PGA Benefits now to create an account with SVM and start saving today. Discounts on Airport Parking, Hotels, Lounges and Transfers Holiday Extras, the UK market leader for holiday add-ons, are offering PGA members an exclusive discount, with savings of up to 13%* on Airport Parking and 10% off Airport Hotels, Lounges & Transfers. Fantastic products, unbeatable prices and hassle-free travel are the focus for Holiday Extras, so pre-book your airport add-ons today and start your holiday early! Get moving and save with MyActiveDiscounts MyActiveDiscounts offers PGA members great savings on things that get you active and healthy such as footwear, sportswear and nutrition. You can also save money on adventure days, travel, spa breaks* and more! Get discounts on 250 UK brands online and on the high street Take advantage of TOTUM PRO, a discount card and app that offers busy professionals access to discounts and offers from 250 UK retailers available in-store, online and via the TOTUM app*. Save money on all the things you love from dining out and keeping fit to clothes shopping and travel abroad. To take advantage of these offers and more, log in to the members area at www.pga.info, go to member benefits, select ‘UK Member Benefits’ and then ‘Find out more’. *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice and correct at time of print. Holiday Extras - Airport Parking offer: Save 13% on all airport parking products excluding APH special offer products and airport owned products at Aberdeen, Belfast International, Birmingham, Exeter, Glasgow International, Glasgow Prestwick, Heathrow, Leeds Bradford, Luton and Southampton (other discounted products are available). Discounts are subject to change and availability. Discounts will be unavailable at Gatwick and Airparks products during selected stay dates. Airport Lounge offer: 10% discount available on selected UK lounges. Discounts are not obtainable on International lounges, discounts will be unavailable at 1903 lounge at Manchester and all Lounges at Leeds Bradford Airport. Airport Transfers offer: 10% discount automatically applied when booking via the dedicated link. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

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

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

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

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

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

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

September 2020

www.pga.info

MEMBERSHIP

Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open

Mon-Fri 10am-4pm, Wed 7pm-9pm

CBD products

Cannaray CBD are offering PGA Members a no-commitment, sale-or-return kit free of charge. To order, email scoop@cannaray. co.uk and for further information about this offer visit the Member Benefits site.

*Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.

Affiliate Bonus Coca Cola European Partners* CCEP are delighted to offer PGA Members free coolers for their retail facilities. To arrange delivery/installation, please contact John Balchin on jbalchin@ccep.com. Wholesale & delivery of products can be arranged via Chapple & Jenkins.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

September 2020

www.pga.info

Monster Hydro Sport Buy 3 Get 1 FREE for PGA Members until 30/09/20

Buy 3 Get 1 FREE

Existing customers please call 0117 972 1100 to place your order New customers please call Tim on 07519 111 582 or email tim@chappleandjenkins.co.uk for further information

PGA EXCLUSIVE. THE MINI CLUBMAN. AVAILABLE TO PGA MEMBERS & THEIR IMMEDIATE FAMILY. MINI Select Representative example: MINI Clubman Cooper Classic. Term of agreement 47 monthly payments On the road cash price*

48 Months

Total amount of credit

£239.00

Option to purchase fee

£17,628.42

Optional ﬁnal payment**

Customer deposit^

£239.00

Total amount payable

ISSD Discount

£5,895.58

Rate of interest

Total deposit^^

£6,134.58

£17,389.42 £0.00 £8,127.43 £19,599.43 3.90%

With its iconic split rear doors, the MINI Clubman is the perfect car for those with personality. It perfectly blends versatility, spaciousness, craftsmanship and performance to deliver an enjoyable drive that ﬁts everything you need in. To find out more about our offers or to speak to one of the dedicated PGA Sales Team contact us on: 0370 700 5215

www.bmwpgasales.co.uk

mail@bmw-issd.co.uk

BMW PGA Sales BMW Group ISSD 56 Park Lane London W1K 1QB Park Lane Ltd. is a credit broker and not a lender. Representative finance example is for a MINI Clubman Cooper Classic with a contract mileage of 32,000 and excess mileage charge of 5.26p per mile. All finance applies to new vehicles ordered between 1 July 2020 and 30 September 2020 and registered by 31 December 2020 (subject to availability). Eligible customers only. *On the road cash price is based on manufacturer’s recommended retail price and includes 3 year BMW Retailer Warranty, BMW. Emergency Service, 12 months’ road fund license, vehicle first registration fee, delivery, number plates and VAT. **Optional final payment and option to purchase fee not payable if you opt to return the vehicle at the end of the agreement (vehicle condition, excess mileage and other charges may be payable). ^Finance available subject to credit acceptance to UK residents aged 18 or over. Guarantees and indemnities may be required. Terms and conditions apply. Offer may be varied, withdrawn or extended at any time. ‘BMW Select’ is a form of hire-purchase agreement provided by BMW Financial Services (GB) Limited, Summit ONE, Summit Avenue, Farnborough, Hampshire GU14 0FB. You will have a 14 day statutory right to withdraw from the agreement. Park Lane Ltd is part of BMW Group. Park Lane Ltd, commonly introduce customers to a selected panel of lenders including BMW Financial Services. We may receive commission or other benefits for introducing you to such lenders. This introduction does not amount to independent financial advice. ^^Total Savings include PGA ISSD saving and deposit contribution from BMW Financial Services. Deposit contribution from BMW Financial Services is only available on Select Finance Agreements.

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

Supporting the relationship between PGA Professionals and the golf industry

Golf Services Team Member A unique opportunity to join our golf services team. Applications are invited to join our exceptional staff team during the most exciting period in Royal Norwich’s history. In September 2019 Ian Poulter opened our new state of the art facility, with an 18-hole exhibition match. Since then we have had the honour of being voted the runner up in the world’s best new golfing developments. We now have opportunities within the academy, coaching, and retail elements of the business. Please appply to: neil.lythgoe@royalnorwichgolf.co.uk Ryan Fenwick Golf Academy, West Hove Golf Club West Hove is a thriving golf club on the South Coast of England with superb facilities, now requiring an additional full time PGA Coach needed to join a forward-thinking professional team. High earning potential for the right candidate. Send C.V. and covering letter to; ryanfenwickgolf@gmail.com Regent Park Golf Centre, Lancashire An opportunity for a PGA Professional or Trainee to join our team. We are looking for a motivated Professional that wishes to coach full time. We have an 18 Hole Golf Course, Par 3 Course, Putting Green and 20bay floodlit driving range that can be utilized for coaching. Contact: info@regentparkgolfcourse.co.uk PD Golf, County Longford Golf Club Training applicant or first year assistant required to join Professional team. Role includes retail, repairs, custom fitting, junior coaching, and events. Applicant must have an understanding of customer service, sales and marketing. Position will allow time for playing and flexible working hours. Apply with cover letter and CV by email to: pete@pdgolf.ie The London Golf Performance Academy We have an established client base with access to heated/airconditioned indoor studio, Trackman 4, 9-hole golf course, short game & putting area. The academy is located at Bexleyheath Golf Club in a well-positioned location. To apply, email Paul at contact@thelondongolfperformanceacademy.com Pine Ridge Golf Centre We are recruiting for a self-motivated PGA Teaching Professional. Great year-round earning potential at this TopTracer facility. Build your client base quickly, business support is provided by Orbis Golf. To apply please send your CV and covering letter to andrew@orbisgolf.com Hindhead GC, Surrey Are seeking applications for a registered trainee or training applicant to join successful Pro Shop team at busy Private top 100 golf club Applicants must have a passion to deliver on all aspects of Golf with an outgoing driven personality - send CV & cover letter to ian@bensongolf.co.uk INTERNATIONAL Trump International Golf Club, Dubai An exciting opportunity to join the Trump Dubai Performance Academy for the forthcoming winter season. Under the guidance of the Head Teaching Professional, the successful candidate will plan, organize, promote & conduct golf instruction and player development programs to meet the needs/demands for all golfer segments. Contact pwaine@ trumpgolfdubai.com

The PGA Professional

#makinggolfhappen

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

Worldham Golf Club We are recruiting for a full-time PGA Teaching Professional to deliver coaching to a junior academy of over 70 juniors, help to build our adult academy and your own client base. For more information and to apply please send your CV and covering letter to andrew@orbisgolf.com

Training Applicant Job Seekers Can you assist any of the following Training Applicants who are looking for a role within the golf industry? Area: North Wales (within 20 miles) Name: Greg Purdie My life has always revolved around golf as it has always been a big passion of mine from a very early age and have always strived to get better and work hard on my game. I am a hardworking and trustworthy person and will always give my best to whatever I may be doing. I have experience in the industry as I used to work in the Professional Shop at Llangollen GC for 2 years. Phone: 07548220074 Email: gregpurdie@btinternet.com Area: South West Name: Daniel Chivers I have worked as an assistant in a leisure centre for 2 years. I also have retail experience gained while working at Superdrug and Foot Asylum. Last year I worked For TUI abroad as a Holiday Representative, working long hours whilst dealing with stressful and demanding situations. I work very well in a team environment as well as on my own initiative. Experience of meeting and exceeding sales targets and excellent industry product knowledge. Phone: 07506018584 Email: danieljchivers@yahoo.com

Area: Scotland Name: Niall Draper BA Golf Management (UHI) (2019) Level 1 PGA coaching (2014) – current licence and PVG membership Phone: 07764528737 Email: nialldraper@btinternet.com Area: East - Margate (within 60 miles) Name: Michael Scriven Current handicap of 2 at North Foreland Golf Club. Previously held handicap of 3 at Princes Golf Club, Sandwich 2007-09 Phone: 07368 560 992 Email: mikescriven3@gmail.com

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

A ‘BUZZ’ ABROAD MY CAREER PATHWAY After completing a Sport Science degree in 2009 from Cardiff Met University I enrolled on the PGA Foundation alongside undergoing a research Masters in Sports Biomechanics. I transitioned out of the amateur game and was lucky to have the opportunity to work at the club I grow up at, Exeter Golf and Country club as an Assistant Professional and really enjoyed playing new events on the West region. Halfway through my training I moved jobs to GASP systems which is based at a local driving range in Exeter. This gave a new insight to the golf business in terms of both high tech golf equipment and the difference between the private and public sector. Working at GASP confirmed my desire to coach and from there I become the High Performance Coach for the University

Steve Buzza is a leading global golf instructor having spent much of his career abroad. Golf Digest’s (US) ‘Best Teacher Under 40’ is also a hugely successful YouTube star, with his videos amassing more than six millions views and counting.

of Exeter Golf Programme. As a young coach this was a huge catalyst in my development, having access to some of the best elite amateurs in the country. After 3 years with the University I moved to Bangkok Thailand to join the Leadbetter Academy. Getting to spend time with David was invaluable and experiencing a different culture helped both my emotional and professional development. From Asia I moved to America where I’m currently based. MY CURRENT ROLE I’m currently based in South West Florida at the Bonita Bay Club. I’m a full

BEST ADVICE I WAS GIVEN Be an ‘every time coach’. I was told this by Mark Bennett MBE. When working with teams or a person that is really trying to improve you have to set the standard and

Find your passion, find where you fit and then work hard. time Teaching professional and use my knowledge of both coaching and body movement to work with the golf and fitness department. I pride myself on finding the best solution for the golfer in front of me. CAREER INFLUENCE Having a Dad that had a love of sport is my biggest influence and he gave me the opportunity to choose the one I loved, my passion was golf. The junior section at Exeter G&CC then gave me a safe environment where we could enjoy the competition of golf whilst building friendships. Once I turned pro I had two head professionals Gary Milne and Steve Gould who had established coaching careers giving me strong role models. I was also working alongside Mark Crossfield who gave access to the media side of golf alongside having a questioning mind on how to coach effectively. At the university I was mentored by Mark Bennett MBE who gave a new appreciation to the importance of setting up team structures

and protocols to produce long term success. My experience in Thailand gave a different understanding of the business side of coaching and the need to be proactive to be successful. Since being in America I’ve been to Titleist Performance institute and furthered my understanding of the importance of how your body effects the way you swing.

demonstrate it at all times. When you set a rule you have to enforce it. If you slide one time it’s no longer a rule. BEST ADVICE I WOULD GIVE The golf business is diverse with lots of opportunities. Find your passion, find where you fit and then work hard. We tend to have a great deal of responsibility from the get go and sometimes the pay doesn’t reflect it. Over perform! Always give it your best as opportunities will appear to the pro that is fully engaged with what they are doing. WHAT I WISH I’D KNOWN When you’re early in your career it is easy to get lost in where you are heading. I’ve learned this business isn’t a simple A to B. The exciting part is the detour tends to be the fun experiences and can actually take you to places that are far beyond what you were originally reaching for. When I look back I appreciate the places I’ve been, the courses I’ve played and the people I’ve met. I think if I knew where the journey was heading I would have enjoyed it even more! ●

September 2020

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