The PGA Professional - August 2018

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

Volume 14 Issue 8 August 2018

WILLEY WINS TITLEIST AND FOOTJOY PGA TITLE THE FUTURE IS BRIGHT

2019 fashion trends

MAKING THE CHANGE

A career in golf management

A U G U S T

CONTENTS

The

Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE Editor: Jane Carter PGA News and Features: Steven Carpenter (steven.carpenter@pga.org.uk); Adrian Milledge (adrian.milledge@pga.org.uk) Coaching: David Colclough Marketing: Antje Derks Contributors: Phil Barnard; golfbreaks.com; Nicole Wheatley; Angela Youngman Editorial assistant: Kelly Lewis Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Yvonne McPhillips (recruitment@pga.org.uk) Photography: Getty Images, Adrian Milledge Design: Barbara Stanley PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2018 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, the Crest and PGA Pro – the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited.

Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887

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F E AT U R E S

22 Game changer

Preparing for a career in golf management

28

Getting the first session right

Coaches share their experience of successful female programmes

22

INSIDE THE PGA

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This Month from the Executive Director – Member Services PGA News

News from The PGA and the Regions

15 Tournament Previews and Reviews

Staysure Trophy, Titleist and FootJoy PGA Professional Championship, PGA Assistants’ Championship, Welsh National PGA Championship, Golfbreaks.com PGA Fourball Championship

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51 Coaching Opinion

Optimizing golf skill learning

57 PGA Member Benefits

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Thailand Conference, Parliament Hill and more

64 Situations Vacant

The latest job vacancies

28

R E TA I L I N G

30 Trade News

Golf people and products

35 Retail Watch

Mid-year golf retail market review; reasons to have a sale

40 Fashion

Bright colours, technical fabrics and retro styles for spring/summer 2019

T R AV E L

46 Seasoned traveller

Well-travelled PGA Pro Andy Fletcher on the benefits of taking groups of members away

48 Enchanting Cyprus

Championship courses and luxury golf resorts on this Mediterranean island

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54

49 Top Travel Picks for August MARKETING

54 Email Marketing

How to increase your open rates

Front cover: PGA Professional Championship winner, see page 16

The PGA Professional

| August 2018

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www.linked.com/company/ professional-golfers-association

www.twitter.com /thepga

www.instagram.com /thepga

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THIS MONTH FROM THE SENIOR TEAM

Best supporting role

S

ince I started working for The PGA 18 months ago, my focus has been on helping the Association fulfil our vision of ‘Improving the Personal and Professional Lives of our Members’. I thought I would take this opportunity to give you an update on our progress in some key initiatives and highlight areas where you are able to provide your support.

and educational resources to better support our overseas Members.

UPHOLDING THE PGA CODE OF ETHICS A fundamental principle of the Association is our Code of Ethics which demands that all Members conduct themselves in a professional manner. Members “should behave with integrity in all professional and business EMPLOYMENT SUPPORT relationships” and treat fellow Members with Over the past number of months we have worked courtesy and respect. Recently, I have become hard to improve communications between HQ, aware that several Members have approached It is essential Regional staff and Members to ensure all have an golf clubs suggesting that they could take over opportunity to influence and are aware of future that we uphold the professional’s shop and do a better job than direction. The PGA has invested in the regional the resident professional. This is unacceptable. the standards of teams providing additional tournament staff The Association has a robust and thorough and Business Relationship Officers which allow the Association disciplinary procedure to investigate and the Regional Managers the capacity to support deal with breaches of the Code of Ethics. that are so the entire spectrum of Members. In addition, To instigate a disciplinary investigation important to Regional Managers now have a defined set of key the Association must receive a written and performance indicators which are designed to your profession signed complaint about a PGA Member. On guide and focus their future activity. receipt, an investigation will take place and, if it is judged that an offense has occurred, MEMBER BENEFITS the Member will be invited to a hearing with the Disciplinary Our new Member Benefits programme has been well received with Committee which is made up of your fellow Members. many of you of commenting on the potential to save hundreds of It is essential that we uphold the standards of the Association pounds on your household bills. I see this as just the start of the that are so important to your profession. For this reason, can I programme as we continue to offer new benefits for you to exploit. please ask that if you ever feel you have a case to report that you make us aware. I very much appreciate your support on this FUTURE CAREER OPPORTUNITIES important matter.

We are looking to grow the number of employment opportunities that we can promote for your advantage. This has started with THE FUTURE the launch of the intern programme which focuses on short-term I am in no doubt that we still have a significant amount to employment opportunities abroad. Furthermore, over the coming accomplish but I hope you recognise the renewed focus and months we are looking to recruit additional staff to proactively endeavour of the staff of The PGA. We will continue to make identify opportunities that are currently available and present them progress however please do not lose sight of the fact that this great through the jobs section on the website and The PGA Professional.

Association was built by its Members to support each other. If we can harness the support of 8000 proud members, who present as OVERSEAS MEMBERS leaders in the golf industry, we cannot fail to make The PGA the With more than 1600 Members now working abroad I am aware best members association in sport. that we should provide more support to our overseas Members. We recently launched our second overseas educational and networking conference in Thailand and I am also pleased to announce the appointment of Matt Davies as our first Overseas Regional Manager. Matt’s duties will include improving communication, Tristan Crew developing the intern programme and enhancing the information Executive Director – Member Services

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The PGA Professional | August 2018

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News Fab four earn highest PGA honour

From left: David Scott; David Ridley; Paul Gibbons; Mark Reeves

FOUR PGA Members who all went down different routes in the golf industry have attained the Association’s highest honour – the status of Master Professional.

Paul Gibbons, Mark Reeves, David Ridley and David Scott have joined a distinguished band that includes the late John Jacobs (OBE) as PGA Master Professionals.

They were presented with a commemorative plaque by PGA captain John Heggarty at Carnoustie Golf Club on the eve of the 2018 Open Championship.

6

Scott helped transform Kingsbarns into one of the best golf experiences in the world during the decade he was there.

He is now Director of Operations at the 5* Old Course Hotel Golf Resort & Spa in St Andrews.

Gibbons joined the Association in 1982 and has gone on to make his mark in south east Asia where he is now managing director at MST Golf, Malaysia.

Ridley was an accomplished golfer who played in no fewer than five Open

Championships. He became lead coach for England Golf ’s national team and he has also worked with top Ladies European Tour player Melissa Reid, two time Senior major winner Paul Broadhurst, and 2016 Masters champion Danny Willett.

Reeves has enjoyed a diverse PGA career and after heading overseas on turning 30, he is currently director for the BRG Group in Vietnam, heading up its golf and property sectors as well as PR and marketing. www.pga.info

News Toby Sunderland Award SARAH BENNETT, a golf pro from Essex who is as well known for the hours she devotes to helping the less fortunate as she is for her excellence as a coach, has received the prestigious Toby Sunderland Award.

Bennett, the head professional at Three Rivers Golf & Country Club near Chelmsford, has won the accolade given annually to celebrate the many wideranging charitable achievements by PGA pros across Great Britain and Ireland.

Bennett’s work for charity over the years has included the Golf Fore Recovery initiative for wounded and sick services personnel and Canine Partners.

Her latest involvement, however, is not only her most challenging but also very close to home. It is the result of her friend and Under 18 boys and girls England Golf East regional manager, Wendy Lodder, contracting an extremely rare form of cancer.

The 51-year-old was diagnosed with thymic carcinoma in 2016 and has subsequently undergone two major thorasic surgeries as well as chemotherapy and

Sarah Bennett (left) with close friend Wendy Lodder

immunotherapy in a bid to combat the disease.

Wendy’s plight has prompted the two women to set about raising £20,000 to fund research into the disease and form a charity to support people who contract it.

“The plan is to start a charity for people who have this rare form of cancer,” explained Bennett, a PGA Fellow Professional.

“I’m humbled and surprised to receive the award. But I’m delighted for the charity – hopefully it will help raise awareness of the disease, which is what Wendy wants. It’s the only way people will understand what this type of cancer is.”

Lee Westwood PGA Recognition Award RYDER CUP regular Lee Westwood will receive the PGA Recognition Award for his outstanding contribution to the game of golf during The PGA’s annual fundraising lunch in December.

Westwood, a seven-time Ryder Cup winner having made 10 appearances in the competition, will be the guest of honour at this year’s event, which takes place at London’s Grosvenor House on December 21.

The 45-year-old was unbeaten in the 2004 and 2006 Ryder Cups and went on to equal Arnold Palmer’s record of going 12 straight matches without defeat in the competition in 2008.

One of only a handful of player to have won tournaments on five continents, former world number one Westwood was awarded an OBE for his services to golf in 2012.

In addition to Westwood, awardwinning comedy impressionist Kevin Connelly will entertain the 1,000 plus guests with his satirical take on all thing celebrity. For more information or to book your place at the PGA Annual Lunch visit www.ptevents. co.uk/pga-london-2018

BMW extends partnership with The PGA THE LONGSTANDING relationship between The PGA and BMW is now in its 16th year after the two parties extended their partnership, appropriately during the BMW PGA Championship at Wentworth.

BMW first became PGA Partners in 2002 and, as well being a lengthy one, the link has proved fruitful for both organisations.

“We’re delighted to be heading into our 16th year with The PGA,” said Matthew Boyles, general sales manager, BMW Park Lane.

“It’s proved an extremely productive one from our standpoint and long may it continue.”

The Association’s Members benefit from exclusive rates offered by BMW and Liam Greasley, The PGA’s executive director, commercial, added: “This is one of our most enduring partnerships.

“That it has lasted so long is testament to the

The PGA Professional

| August 2018

benefits PGA Members gain from a partnership with one of the world’s most renowned and progressive motor manufacturers.”

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Hire provided by MINI Financial Services, Summit ONE, Summit Avenue, Farnborough, Hampshire GU14 0FB. Park Lane Ltd are part of BMW Group. Park Lane Ltd, commonly introduce customers to a selected panel of lenders including MINI Financial Services. We may receive commission or other benefits for introducing you to such lenders. This introduction does not amount to independent financial advice.

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To find out more about our offers or to speak to one of the dedicated PGA Sales Team contact us on: 020 7514 3599

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BMW Group ISSD

56 Park Lane, London, W1K 1QB

*Initial rental £449. Price shown is for a 48 month Personal Contract Hire agreement for a BMW M140i Shadow Edition 3-door Sports Hatch with optional metallic paint, with a contract mileage of 40,000 miles and excess mileage charge of 6.67p per mile. Applies to new vehicles ordered between 01 July and 30 September 2018 and registered by 31 December 2018 (subject to availability). PGA customers only. At the end of your agreement you must return the vehicle. Excess mileage, vehicle condition and other charges may be payable. Hire available subject to status 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. Hire provided by BMW Financial Services (GB) Limited, Summit ONE, Summit Avenue, Farnborough, Hampshire GU14 0FB. 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.

News Record entries for WPGA Lombard Trophy

Kym Larratt and Trish Formoy of Kibworth Golf Club, winners of the 2017 WPGA Lombard Trophy

A RECORD number of clubs have entered the 2018

“It’s fantastic to see that more people have

WPGA Lombard Trophy – one of Europe’s largest

entered in 2018 following the launch of The PGA’s

pro-am competitions for female golfers.

#WeLoveGolf campaign, which aims to get more

Introduced in 2016, the tournament runs alongside the PGA National Pro-Am Championship and aims to encourage more women to play golf.

WPGA Members represent their clubs alongside an

women and girls to play golf.

“With the support of Lombard, the PGA National Pro-Am Championship remains one of The PGA’s most popular events and we look forward to hosting

amateur partner in one of two Regional Finals where

the last Regional Final ahead of the Grand Final

six places will be up for grabs for the expenses paid

showdown in Portugal.”

trip to Portugal for the Grand Final.

A total of 39 clubs have registered for this year’s event but that number could increase with entries still open for the remaining Regional Final at Dunham Forest Golf Club on July 23.

The Grand Final will take place on the Algarve at the five-star Pestana Vila Solf Golf & Resort Hotel from September 20-21.

Nicola Melville, tournament controller for the Lombard Trophy, commented: “The women’s version of the national pro-am competition was formed three years ago and we’re delighted to see the event

Lombard hat-trick ALI GRAY will have appeared in all three WPGA Lombard Trophy Grand Finals after booking her place in Portugal once again alongside amateur partner Pat Johnson.

The Ormskirk Golf Club duo carded an eight-under-par round of 64 to win the Regional Final held at Dunham Forest Golf Club by three shots.

They finished ahead of Nikki Dunn and Wendy Mitchell of Dinsdale Spa Golf Club, and Eleanor Robinson and Marise Richfield of Leeds Golf Centre at the Cheshire course.

increase in popularity year-on-year.

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www.pga.info

News PGA To Partner with One Golf Network PGA MEMBERS will be given the tools and support to help promote the game, themselves and their

in the golf industry for more than 30 years.

She said: “With more than 6,000 Members

club thanks to an exciting new partnership between

working in golf clubs throughout Great Britain

One Golf Network and The PGA.

and Ireland, they are at the centre of driving

The aim of the company – now known as PGA One Golf Network – is to better connect and engage golfers.

participation.

“Whilst The PGA Professional is at the heart of the relationship with golfers, independents and

This summer will see the launch of two core

members, PGA One Golf Network will provide the

products; GoPlayGolf, a golf marketing and tee time

tools and support to help them play an active part

distribution website, providing golf clubs with more

in promoting the golf club, their own services and

control when selling tee times, including setting

the game.”

their own pricing.

Robert Maxfield, Chief Executive of The PGA,

A data registration system for all UK golfers called

added: “By partnering in projects such as PGA One

The Golfer Card is also being launched, with the

Golf Network, we can assist our Members and the

focus on assisting clubs in collecting the data of the

wider industry grow the game. PGA Professionals

estimated 1.5 million independent golfers.

have a vital role to play in supporting their golf

PGA One Golf Network was formally launched at

clubs in a commercially driven market­place where

the start of the year by Jane Carter, who has worked

discounted tee times are becoming too dominant.”

Open Swingzone success praised PAUL LAWRIE praised the important role PGA Professionals play in golf on his return to Carnoustie, 19 years after his Open Championship triumph.

Lawrie won the Claret Jug back in 1999 following a memorable play-off victory. The Scot was 10 shots off the pace heading into the final round but while others around him slipped up, Lawrie held his nerve to claim his first and only major title.

Having been forced to withdraw from this year’s championship through injury, Lawrie was in attendance throughout the week and made time to meet the 30-strong team of PGA Professionals who provided thousands of free lessons at the Swingzone.

“I’m a member of The PGA and a big supporter of the organisation and of coaches, because I can see the difference they can make to young The PGA Professional

| August 2018

Paul Lawrie(front row, left) meets the Swingzone team at this year’s Open Championship at Carnoustie

people,” said Lawrie. “A good coach can inspire youngsters to enjoy golf for their whole lives.

“Golf is a great sport. It gets you out in the fresh air, it’s very challenging and always makes you think, while golf is a fantastic way

for young people to make friendships that will always stay with you.

“It’s a sport that if you work hard and have the right attitude you can go a long way in the game. If I hadn’t made it as a player I’d have coached full time.”

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News SafeGolf gets PGA backing THE PGA has joined a host of other leading golfing bodies across the UK and Ireland in a new partnership to promote a safe and positive environment for everyone involved in the game of golf.

SafeGolf was launched at Carnoustie on the eve of the 147th Open Championship aims to safeguard and promote the welfare of children, young people and adults who play, volunteer or work in golf.

A new website – www.safegolf.org – has been launched giving anyone who may have a concern about the welfare of a player, the behaviour or practice of a coach, volunteer, organiser, parent or a player, to contact the lead safeguarding officer at their national governing body.

Other members of SafeGolf include: England Golf, Wales Golf, Scottish Golf, Confederation of Golf in Ireland, Ladies European Tour, the Golf Foundation, Golf Club Managers’ Association, the British

Like father, like son ALEX PRICE has followed in his father’s footsteps after graduating from the PGA Foundation degree earlier this year. The 23-year-old was presented with the Golf Pride award for the Assistant who received the highest marks in the Equipment Technology modules across all three years of the degree.

Alex’s father, Stephen Price, has been a PGA Member for over 40 years and continues to contribute to The PGA as a tutor on the equipment technology The PGA Foundation degree modules. graduate Alex Price Former Wales junior champion Alex admitted drawing on his father’s knowledge and experience was very beneficial and he now aspires to become head professional at Pontypool Golf Club.

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SafeGolf partnership

and International Golf Greenkeepers Association and The R&A. Robert Maxfield, Chief Executive of The PGA, commented: “The PGA has always promoted the well-being of all people within the game, we work with all other golf bodies to deliver this and we are proud to be a part of the new SafeGolf initiative.”

Welsh Honour for Hughes ROBIN HUGHES has been recognised by golf ’s national association in Wales for developing the game in the north of the country.

Third year Assistant Hughes was named Wales Golf PGA Professional of the Year for 2017 at an award ceremony held at former Ryder Cup venue Celtic Manor Resort.

The 28-year-old has attracted no fewer than 10,000 people to his golf sessions at North Wales Golf Club and the local community in Llandudno.

“I am absolutely delighted to win this award after an amazing year growing the sport around North Wales,” said Hughes.

“I was fortunate enough to be given the freedom to introduce golf to thousands of people from all different backgrounds and ages as well as making golf more enjoyable to Robin Hughes – Wales PGA existing players.” pro of the year www.pga.info

News Class of 2018 AGMS reunite to receive awards THE CLASS of 2018 from the Applied Golf Management Studies (AGMS) degree programme were reunited as they returned to the University of Birmingham to receive their cherished certificates.

This year six students graduated with first class honours, including Sophie Mills, 21, who won the prize for the top performing student academically on the AGMS Degree Programme.

The Munrow prize is awarded to the student who has gained a first class degree and has made an outstanding contribution to the School of Sport, Exercise and Rehabilitation Sciences at the University of Birmingham.

The 2018 recipient was 21-year-old Thomas Hall, who commented: “To be able to study a degree at such a prestigious university in subject I love has been an amazing experience.

The

AGMS

course,

run

jointly

between The PGA and the University of Birmingham, provides graduates with a

AGMS graduates: (Left to right) – Thomas Hall, Phoebe Torrance, Sophie Mills, James Lanigan and Ashley Fletcher.

comprehensive knowledge of golf, including

second class honours and worked under the

business and event management, equipment

stewardship of PGA Captain John Heggarty

technology, coaching and sports science.

while on placement at Royal Liverpool

Luke Bell, 22, graduated with an upper

(Hoylake) Golf Club.

Ring is a real ‘SharpShooter’ PAUL RING has a passion for developing junior golfers and has more than proved it during his four-and-a-half years as head PGA professional at Elsenham Golf & Leisure.

The 35-year-old launched his SharpShooters Junior Golf Academy at the Essex club in early 2016 and it has gone from strength-to-strength.

“Since being a coach I have always had a passion for junior golf and wanted to give as many children the opportunity to play as possible and here I was given that opportunity,” said Ring.

Two years ago there were 30 children having weekly lessons at Elsenham. That number has soared to more than 250 benefitting from the coaching of Paul and his coaches.

Ring continued: “The owner trusted me and wanted me to bring in as many new people as possible and I was given the freedom to do it how I see fit for the club.

The PGA Professional

| August 2018

“At SharpShooters we have created a system which has a flourishing junior academy, now recognised as the largest in Essex. We have also been recognised by the English Golf Union and have been used as a case study for England Golf.

Not content with establishing a success story within the club, Ring has been busy spreading the word about golf into nearby schools. He and his team are delivering lessons to more than 100 school kids every week.

His go-ahead plans have been fully supported by the club’s owner and have led to the old three-hole course being converted into a junior-friendly sixholer. Recent investment has led to the design of an 18-hole ‘Adventure Golf Course’ which is set to open this year.

Ring added: “It will draw more families to the golf club for possibly their first time and help retain our current clients.”

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T O U R N A M E N T S

Staysure PGA Trophy Old Ford Manor’s Glen Portelli and Vic Kenny dominate proceedings at the London Golf Club, writes Adrian Milledge

O

ld Fold Manor turned the inaugural final of the Staysure PGA Trophy at the London Golf Club into a battle for second place by producing golf befitting the competition’s innovative format.

The Stableford better ball competition is contested by pairs comprising a PGA Professional and senior amateur and, having demonstrated their liking for it in round one, the pair from the club located in Barnet on the cusp of north London turned on the style in the second.

TEAM PLAYERS Glen Portelli and his amateur sidekick, 14-handicapper Vic Kenny, began it on nine points, two behind Cornwall’s St Kew Golf Club, the tournament leaders.

Eighteen holes later they had more than doubled their tally and put a six-point gap between themselves and their closest pursuers, St Kew and Gerrards Cross Golf Club.

Not that there was much in the way of pursuing going on once the first half of the Heritage course had been negotiated.

At that stage St Kew’s first round advantage had become a three point deficit and Gerrards Cross were two points further back.

Although the Gerrards Cross pairing of PGA pro Lewis Atkinson and Peter Hewitt rallied on the back nine to finish second on countback from St Kew, there was no catching the eventual winners.

Portelli, who was ably aided and abetted by Kenny, saw to that as they claimed the trophy and £7,500 first prize. Not least with a brace of eagles at the par five 12th and 15th holes.

In addition to those two four-pointers, Portelli contributed another 26 points, a total Kenny attributed to his teammate’s new putter.

“Glen putted really well,” he said. “I The PGA Professional

| August 2018

Winners Glen Portelli (on the left) and his amateur partner Vic Kenny

don’t think he made a mistake with the putter over the two days.”

Portelli, however, put down his success with the putter to the condition of the greens on both courses at the London Golf Club, the International and Heritage.

“The greens were so nice to putt on,” he said. “If you got the ball rolling on the right line it took care of itself. They were really good surfaces to play on.

“We also dovetailed really well. Vic had four nett birdies on the four holes I didn’t play particularly well.”

GREAT OCCASION As well as praising the course, the pair were bowled over by the occasion and the competition.

“I’ll be on a high for several days after this,” Kenny said. “I think there’s going to be a rush of entries for it next year. I’ll definitely be trying to qualify for it again.”

Portelli added: “It’s been amazing. What more can we ask for than to play on two golf courses like these with a superb practice facility with some really friendly guys?

“We’ve also been put-up in a hotel and

had our food paid for – we couldn’t ask for any more.”

Terry Dyer, St Kew PGA Professional Richard O’Hanlon’s amateur partner, was similarly enthusiastic about the tournament despite having to settle for third place.

“It’s been a brilliant experience,” he enthused. “I can’t praise it highly enough.

For amateurs like me, it’s our Major.

“I’ll be telling every senior golfer in north Cornwall to take part in it next year even though it might cost me the chance of playing in the final again. It’s an experience not to be missed.”

Scores Old Fold Manor

93

Gerrards Cross*

87

St Kew

87

South Moor

84

Silverstone

82

Holme Hall

81

Boat of Garten

78

Abbeydale

74

*placed second on countback

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T O U R N A M E N T S

Titleist and FootJoy PGA Professional Championship Andy Willey comes from behind to foil defending champion’s victory bid, writes Adrian Milledge.

F

air-haired Andy Willey played the role of dark horse to perfection in winning the Titleist and FootJoy PGA Professional Championship at Little Aston.

Three sub-par negotiations of a regular Open Championship qualifying venue in superb condition had him shadowing the tournament’s pacemakers.

Come the halfway stage of the fourth and final round, however, he was still three shots adrift of Paul O’Hara, the defending champion.

The deficit remained with six holes to go but then O’Hara, seemingly on course to become the first man to retain the trophy since fellow Scot David Huish in 1988, faltered.

Conversely, Willey produced a cocktail of sang froid and red-hot putting to claim the £10,000 first prize and use of a Peugeot car for a year.

He admitted afterwards that putting has often proved the weak spot in his game, not that that was apparent as signed off with a bogey-free six-under-par round of 66 to finish 16-under for the tournament on 272.

“I’ve always said putting has been one of my downfalls,” he said. “But it’s been amazing all day. I holed so many today – I couldn’t put a foot wrong. Everything I hit went in.”

Not least on the par-five 15th when he holed a 25-footer to reduce the deficit to one.

That was erased when O’Hara, playing in the two-ball behind, bogeyed the 16th and a play-off was in the offing – until Willey was on the 18th green.

There he holed another 25-footer for a birdie to deliver the coup de grace.

“I wasn’t 100 per cent sure how we stood,” he recalled. “I had an inkling I might be level with him so I was thinking get it close and don’t do anything silly.

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Titleist’s Russell Lawes (far left) with PGA Professional Andy Willey, winner of the Titleist and FootJoy PGA Professional Championship and (below) the model of Peugeot he has won the use of for a year

“The putt was straight up the hill, slightly left to right and it was a question of getting the pace right as I’d got the lines right all day.

Thankfully it just dropped in lovely and I’m chuffed to bits.

“I’ve been playing in the PGA Midland an additional 30 – and O’Hara, who earned region for a while now and winning Order £6,240, has 19 while James Freeman, who of Merit events and pro-ams. But I said to began the day as tournament leader, has 18 myself this year I’d love to win a big event, a after finishing third. national one.

Meanwhile, although Willey’s flawless six“I’ve been through to the Play-Offs two under-par round clinched victory, the best of or three times but I’ve not pushed on from the day was produced by Chris Kelly from there and qualified for Wentworth. So to win Scotland for Golf. today is fantastic – it gets me through to the In a scorching start that matched the temPlay-Offs and hopefully I can push on from peratures at Little Aston all week, he went there and get to Wentworth.” eagle, birdie, eagle, birdie, birdie en route to In addition to qualifying for the end of route to posting a seven-under-par round of season Play-Offs in Turkey, where he will be 65 and finishing fourth. joined by O’Hara, Willey has taken a positive step towards Leading scores earning a place in the Great Andrew Willey (Oakmere Park Golf Club) -16 Britain and Ireland PGA Cup Paul O’Hara (North Lanarkshire Leisure Limited) -15 team that will take on the James Freeman (Retford Golf Club) -14 USA in Texas next year.

Chris Kelly (Scotland for Golf) -13 He has accumulated 20 of Michael Ramsden (Renishaw Park Golf Club) -12 the possible 50 points that Jason Levermore (Little Channels Golf Centre) -12 are available – winning next Jordan Godwin (Barnehurst Golf Club) -12 year’s tournament is worth www.pga.info

T O U R N A M E N T S

Here’s how events played out:

DAY 1: Leading scores

DAY 1

Paul Hendriksen (Ivybridge Golf Club)

-6

Greig Hutcheon (Paul Lawrie Golf Centre)

-6

Andy Raitt (St George’s Hill Golf Club)

-5

Paul O’Hara (North Lanarkshire Leisure Limited)

-5

Cian McNamara (Monkstown Golf Club)

-5

Andrew Willey (Oakmere Park Golf Club)

-5

Joe Dillon (Headfort Golf Club)

-5

James Freeman (Retford Golf Club)

-5

Toby Hunt (St Mellons Golf Club)

-4

Michael Ramsden (Renishaw Park Golf Club)

-4

An Englishman and a Scotsman shared pole position at end of the first round of the Titleist and FootJoy PGA Professional Championship but arrived there by taking diverse routes on Little Aston’s 18th hole.

For Paul Hendriksen of England, the journey involved playing up the adjacent first fairway and then clearing a crop of substantial trees and a bunker to find the green. In the event, he birdied the hole to complete a six-under-par round of 66.

Similarly trees came into play when Scotland’s Greig Hutcheon negotiated the par four 18th a couple of hours earlier. But for totally different reasons.

His tee shot came to rest in rough terrain on the fringe of them and, confronted with a difficult stance, no view of the flag and an unhelpful lie he did well to hack the ball out of trouble en route to a bogey.

DAY 2

Right: Paul Hendriksen (Ivybridge Golf Club) Below: Greig Hutcheon (Paul Laurie Golf Centre)

There was a strong whiff of play-off in the Little Aston air following the second round.

Five shots spanned almost half the 50-strong field that survived the cut.

James Freeman occupied pole position after posting a second successive five-under-par round of 67.

Defending champion Paul O’Hara was a shot behind. The Scot was denied a share of pole position by a bogey at the par-four 18th and occupies second place in tandem with Ireland’s Joe Dillon.

DAY 3

DAY 2: Leading scores

James Freeman was on course to claim his first ever Titleist and FootJoy PGA Professional Championship title after establishing a three-shot lead in an action-packed third round on the hottest day of the year at Little Aston.

The sweltering heat failed to deter Freeman as the Retford Golf Club professional recorded four birdies on the final eight holes to post a fourunder-par score of 68.

That took him to 14-under-par for the tournament with defending champion Paul O’Hara and Jordan Godwin his closest pursuers.

Both experienced contrasting fortunes, however. Godwin looked like an outside contender at the start of play having posted opening rounds of 70 and 69 to trail Freeman, the overnight leader by five shots.

But he put himself in contention with a six-under-par bogey-free round of 66, which included three successive birdies at the start of the back nine.

Meanwhile, O’Hara signed off with a bogey at the last and a big opportunity to trim Freeman’s lead James Freeman to just two shots was lost.

James Freeman (Retford Golf Club)

-10

Paul O’Hara (North Lanarkshire Leisure Limited)

-9

Joe Dillon (Headfort Golf Club)

-9

Greig Hutcheon (Paul Lawrie Golf Centre)

-8

Cian McNamara (Monkstown Golf Club)

-8

Andrew Willey (Oakmere Park Golf Club)

-8

Michael Ramsden (Renishaw Park Golf Club)

-8

Ryan O’Neill (Penwortham Golf Club)

-8

Andy Raitt (St George’s Hill Golf Club)

-7

Sion Bebb (Morlais Castle Golf Club)

-7

(Retford Golf Club)

The PGA Professional

| August 2018

DAY 3: Leading scores James Freeman (Retford Golf Club)

-14

Paul O’Hara (North Lanarkshire Leisure Limited)

-11

Jordan Godwin (Barnehurst Golf Club)

-11

Michael Ramsden (Renishaw Park Golf Club)

-10

Andrew Willey (Oakmere Park Golf Club)

-10

Greig Hutcheon (Paul Lawrie Golf Centre)

-10

James Whatley (Morley Hayes Golf)

-10

Jason Levermore (Little Channels Golf Centre)

-9

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T O U R N A M E N T S

PGA Assistants’ Championship in association with Birdietime

Lee Corfield wins duel in the sun, writes Adrian Milledge

B

urnham & Berrow’s Lee Corfield remained cool at sun-baked Farleigh Golf Club to join the likes of Tony Jacklin and Peter Alliss as winners of The PGA’s Assistants’ Championship.

His margin of victory in the £32,000 Birdietime-supported competition was two shots but that does not reflect the intensity of a duel with James Watts that lasted until the 17th hole.

Watts, who set off on the third and final round two pairings ahead of Corfield and four shots adrift of him, chipped away at the tournament leader’s advantage.

By the the time Corfield reached the turn Watts had trimmed his lead to one.

And when the pursuer birdied the 16th the pair were level.

CHALLENGER But then disaster befell the challenger from Kingsway Golf Centre in Hertfordshire. A triple bogey at the par-four 17th left Corfield knowing what he had to do to claim the £5,000 first prize on offer in the Birdietime-supported tournament.

Having opted for caution off the tee to avoid dunking his ball in the rough which he and other competitors described as ‘penal’, he arrived at the 18th green with the comfort of having four putts for victory.

He needed three, the ball defiantly perching on the hole’s rim following the second and forcing him to tap it home.

All of which added up to a one-under-par round of 71 and a 54-hole seven-under-par score of 209 for the Assistant pro who is yet to embark on his PGA training.

Reflecting on his victory, he said: “I’m very proud to win this trophy – there are some very famous names on there.

Leading scores “This was my first Assistants’ L Corfield (Burnham & Berrow Golf Club) 209 (-7) event so I’m delighted to win it.

J Watts (Kingsway Golf Centre) 211 (-5) I start my PGA course in OctoA Reid (Corhampton Golf Club) 212 (-4) ber so I’ve got another three E Groves (Romsey Golf Club) 212 (-4) goes at this!”

C Croucher (Singing Hills Golf Course) 212 (-4) Watts by contrast was left A Clough (PGolfCoaching@Pedham) 213 (-3) to ponder on what might have Jamie Howarth (Davenport Golf Club) 213 (-3) been after finishing second, a

18

Above: Lee Corfield; right: Jessica Bradley; left: James Watts

shot clear of the trio tied for third place on 212: Adam Reid, Christopher Croucher and Elliott Groves.

Reid, who represents Corhampton Golf Club in Hampshire, had begun the day nine shots adrift of Corfield and was nearer the back than the front of the 40 competitors who made the cut.

However, as well as propelling him to within three strokes of the winner, his seven-under-par equalled the course record set by Isaac Simpson just 24 hours earlier.

Graham Roberts of Eaton Golf Club, Norfolk, was another with good cause to celebrate after recording the tournament’s solitary hole-in-one courtesy of a wedge at the par-three 136 yard 13th.

Meanwhile, one of the two women to make the cut, Tiverton Golf Club’s Jessica Bradley, signed off with a final round of one-over for a 54-hole one-over-par score of 217 to finish 14th. www.pga.info

T O U R N A M E N T S

Welsh National PGA Championship sponsored by Asbri

S

Defending champion Sion Bebb hopes he has made some timely tweaks to his game, writes Adrian Milledge

ion Bebb is hoping he has found his A game at the right time to achieve what is something of a rarity in the history of the Welsh National PGA Championship.

There have been just nine successful defences of the title since the tournament was first contested in 1904 and Bebb is looking to take the tally into double figures after lifting the trophy at Celtic Manor last year.

And should he do so, he will become only the second after the late Sid Mouland to achieve the feat twice.

He first won the title at Southerdown in 2005 and made a successful defence at Tenby 12 months later.

Until recently, however, he rated his chances of following suit this year as remote, especially after what’s best described as a mixed bag of displays in the Titleist and Footjoy PGA Championship at Little Aston.

He followed up a level par opening round with one of seven-under before signing off with a four-over-par 76 to finish tied 22nd.

It all came right, however, the following week in the second round of the Players Championship at Cumberwell Park.

Bebb, who represents Morlais Castle, responded with a nine-under-par 69 in the second round to win the tournament.

“It’s a pity the tournaments weren’t reversed and I went into the Little Aston event in that sort of form. Hopefully I’ve found it at the right time for Ashburnham.”

Sion Bebb

Inaugural BERMUDA 3s Tournament carries $100k prize fund

A

n innovative par 3 championship on the sun-drenched island of Bermuda that carries a $100,000 prize fund is open to PGA Professionals playing in a team event alongside three amateurs.

Known as The BERMUDA 3s, the event will be contested by PGA Professionals and amateurs from four international territories – the USA, Canada, Great Britain and Ireland and mainland Europe – and staged from October 21–26.

It has been created by two golf industry veterans, former PGA of America chief executive Joe Steranka and Honda Classic executive director Ken Kennerly, and is sponsored by the Bermuda Tourism Authority and Goslings.

“BERMUDA 3s is a celebration of the game and a recognition of the influential role PGA Professionals have around the world,” said Steranka, an instrumental The PGA Professional

| August 2018

Cliffhanger: the 16th hole, Port Royal Golf Course, Southampton, Bermuda

figure in the growth of the Ryder Cup. Robert Maxfield, PGA chief executive, added: “The BERMUDA 3’s tournament provides another great opportunity for our PGA professionals to compete for a significant prize fund.

“It utilises a novel format where teams including three amateurs and one PGA Professional will compete, with the winner being decided by performance on a Par 3 golf

course. We are very excited about the chosen format as it highlights the merits and growing popularity of shorter forms of the game.”

Entry fees of $12,500 per team will earn a PGA Professional and his or her three amateur partners one of just 20 places per region and a place in one of golf’s most extraordinary experiences.

It includes competition on the fabled Mid Ocean Club, Port Royal Golf Course and Turtle Hill Golf Club; five nights of single accommodation at the Fairmont Southampton on Bermuda’s stunning south shore; and memorable evening functions including opening and closing ceremonies, award winning food and acclaimed Bermuda hospitality.

PGA Professionals or amateurs may reserve their team via email to info@bermuda3s. com, calling 561-379-2134 or registering online at www.bermuda3s.com 19

A D V E R T O R I A L

CELEBRATING 25 YEARS OF THE MINI CONVERTIBLE MINI UK is celebrating a key milestone with the 25th anniversary of the MINI Convertible, first on sale in 1993.

The iconic vehicle is similarly celebrating another groundbreaking landmark as the bestselling convertible model in the UK. 1993 Mini Cabriolet The Rover Mini Cabriolet was introduced in June 1993, following a previously successful UK trail of the Mini Lamm Cabriolet in 1991.

During the trial, German-based Lamm Autohaus removed the roof of the vehicle prior to sale in the UK and it was an instant hit with all 75 vehicles selling immediately - making it one of the rarest Minis ever produced.

At launch Mini Cabriolet cost almost double that of the 1993 Classic Mini and was available in two colours, Caribbean Blue with a Grey hood and Nightfire Red with matching hood, and featured new 12-inch diameter Revolution wheels as well as chrome sill kick strips. The car also featured a specially strengthened body shell to accommodate the new hood.

While the Mini Cabriolet’s mechanical components were identical to the Cooper 1.3i of the time, the interior was luxuriously finished with a burr walnut dashboard, a black leather steering wheel and colour coded seat belts.

2004 MINI Convertible: The Convertible reimagined The MINI Convertible was launched to the world’s press at the 2004 Geneva Motor Show. The four-seater car was available in three variants – MINI One Convertible, MINI Cooper Convertible and MINI Cooper S Convertible. The three new models were available in 10 exterior paint colours and had redesigned front and rear bumpers.

Since the 2004 MINI Convertible was launched, over 89,000 vehicles have been sold in the UK with the MINI Cooper Convertible proving the most popular, accounting for over 43% of these sales.

Pepper White has been the most favoured exterior paint colour choice with UK customers, whilst 86% of vehicles sold have been fitted with a manual gearbox.

In 2009, MINI added another unique twist to the Convertible with the introduction of the ‘Openometer’. Originally a physical dial on the dashboard, this feature allows

owners to track how many hours they have driven with the roof down. Now called the ‘Always Open Timer’, this functionality is still built into MINI Convertible today and is found as a digital display in the MINI Visual Boost screen.

The Rain Warner function also sets the MINI Convertible apart.

Available since 2016, this feature monitors the weather forecast in vicinity of the vehicle and if the chance of rain is high and the car is being driving with the roof down, the on-board computer will alert the driver telling them to close the roof before the weather arrives.

In March 2018, the new MINI Convertible launched in the UK featuring new design and technology upgrades.

Every MINI Convertible includes a fully-electric roof, front and rear LED lights, Rear Parking Distance Control (PDC), 6.5” colour infotainment screen, Intelligent emergency call (E-call), DAB digital radio, Bluetooth and more as standard.

To enquire about the MINI Convertible or any of the other BMW or MINI vehicles available through the BMW PGA Sales programme please call 020 7514 3599 or visit www.bmwvip.co.uk/pga 20

www.pga.info

T O U R N A M E N T S

Golfbreaks.com PGA Fourball Championship supported by BMW

Fourball hopefuls have doubles in mind, writes Adrian Milledge.

N

ewly-qualified PGA Professional Jason Shufflebotham has set his heart on having a double celebration on August 31.

As well as being the day when the winners of this year’s Golfbreaks.com PGA Fourball Championship at Belton Woods will be determined, it comes 24 hours after Shufflebotham says goodbye to his twenties.

“This year’s final actually lands on my 30th birthday on August 30. How about that?” said the Welshman who represents Denbigh Golf Club.

“So I hope that means some luck coming our way, we’d like to get into the top five if we can.”

Achieving that would be an improvement on last year for him and his partner, Richard Stockdale of Dolgellau Golf Club.

They finished joint 20th in the final at Whittlebury Park Golf & Country Club in Northamptonshire and Shufflebotham recalled: “We were going along quite nicely but had bit of a hiccup on the last day.”

The pair qualified for this year’s final at the Lincolnshire course courtesy of

winning the PGA North qualifier at Huddersfield’s Woodsome Hall Golf Club.

It’s a partnership that stretches back two years and Shufflebotham added: “We played together in the North Wales Alliance two years ago at Aberdovey and last year he asked me if I wanted to play in this event and we got to the final.

“Our games fortunately complement each other because he’s consistent and steady, and I’m all or nothing.”

EYES ON A DOUBLE While the duo from north Wales look to improve on last year’s placing and have a double reason to celebrate, Ireland’s Patrick Devine has also set his sights on a double.

That’s winning the £33,250 BMW-supported tournament for a second time.

Devine, in tandem with Stuart Taylor, posted a record-breaking total of 31-underpar when they won the event at another

Lincolnshire venue, Forest Pines, in 2009.

Victory this time with a new partner, James Quinlivan of Mullingar Golf Club, would give him more satisfaction, however.

“I’m delighted to get back to the final and I’m looking forward to it more than ever,” he said.

“I’m probably more enthusiastic now because I won it nine years ago. Back then, we just went and played it, we didn’t know much about the competition.

“It would probably mean more to win it now than it did then, I haven’t played as much over the past few years, I have three kids and started a new job 15 months ago at Sutton, a nine hole links course between Royal Dublin and Portmarnock Golf Clubs.

“I also have an ideal partner in James.

Everyone gets on with him and it means we can have a bit of fun out on the course too as well as being competitive.”

Above left: Richard Stockdale; above right: Jason Shufflebotham

Left: Patrick Devine

The PGA Professional

| August 2018

21

Game changer C A R E E R S

CASE STUDY 1 AMY YEATES is one of the highest profile women in the golf industry. The 2017 Golf Club Managers’ Association (GCMA) Manager of the Year has enjoyed successful roles at The Belfry and Fairmont St Andrews to name a few, and is now chief executive of Moor Park Golf Club, Hertfordshire.

“After gaining a degree in Business Management, I knew my passion for golf and business would be the perfect combination to pursue as my future career.

“My first working opportunity in the industry was spent as Golf Sales Manager at The Belfry. These few years gave me the perfect foundation to learn the inner workings of one of the busiest commercial golf businesses in Europe and Gary Alliss the current Director of Golf recommended that if golf was my chosen career path then there would be nothing better than a PGA qualification.

“The PGA degree offers such a great base of knowledge across all elements of the industry. Without learning these first it is very difficult to understand the direction or speciality area that will suit you best. I really enjoyed the coaching and club building but I had a particular

22

www.pga.info

C A R E E R S More and more PGA Professionals are making the switch to golf club management. There is much in the way of education and support for Members considering a career change.

Steve Carpenter looks at the support available and meets Members who have made the move

F

or many PGA Members a career in golf will revolve around the traditional club professional role.

This person is the heartbeat of any golf club and responsibilities will range from coaching and custom fitting, to stock taking and running a successful shop.

Most members enjoy successful careers as teaching professionals, perhaps specialising in one particular area, with some going on to work with many of the world’s best

players. Retailing and clubmaker/repairer are two other routes to follow, with some Members going on to enjoy successful careers with some of the top brands in golf.

But what about those who want to step into club secretary and general manager positions? More and more PGA Professionals are being equipped with marketing and business skills to administer all aspects of a golf club, going beyond the traditional club pro duties.

DIPLOMA IN GOLF CLUB MANAGEMENT The Diploma in Golf Club Management was launched two years ago in collaboration with The PGA, the Golf Club Managers’ Association (GCMA) and the British and International Greenkeepers’ Association (BIGGA).

Open to all PGA Members and suitable for all levels of skill and experience, the qualification creates a pathway into golf

club management for ambitious industry professionals. It also enables those who are already operating as golf club managers to gain a formal qualification and have access to professional education opportunities.

The Diploma can be studied at the learner’s own pace to accommodate the varying schedules of working managers, or aspiring industry professionals. With an emphasis on flexible learning it will be delivered through a combination of online and faceto-face workshops.

FLEXIBLE LEARNING The four ASQ Level 5 Golf Club Management qualifications are made up from nine individual units. The nine units are based on national occupational standards and went through a consultancy period with key industry professionals. Each unit has been deemed integral to the management of a golf club in the 21st Century.

The full ASQ Level 5 Diploma in Golf

INSIDER INFO interest in the business and club management of golf.

“I have always kept my knowledge and interest in golf coaching as I knew it would serve as a great ‘back up’ plan if my path towards golf club management did not materialise. During my time at Fairmont St Andrews I coached quite a few visitors throughout the summer plus I led many corporate golf clinics.

“Not only is there a huge variety in club managers’ responsibilities depending on the type of golf club but each day is also very different. As a club manager, you focus on every possible area you could think of, which means you have to be able to wear lots of different hats on a daily and even hourly basis.

“I felt I would have more impact on the overall golfers experience as a club manager rather than a coach.

I am incredibly passionate about the golf industry and its need to continue to evolve, improve and compete with other hobbies and sports. Growing

The PGA Professional

| August 2018

Yeates’ tips for moving into golf club management • Reach out to a handful of club managers in your local area and ask for a chat. Ask them to describe their role and explain their challenges and how they reached their position.

• Education, Education, Education.

Whether this is an official qualification like the PGA Director of Golf or simply reading leading management books, it will give you the edge.

Amy is relishing her new role as CEO at Moor Park

the game and coaching are still very important elements of running a successful club but instead of actually coaching yourself you can lead a team of PGA Professionals and help them to achieve their goals.

“The PGA Foundation degree prepares you for a wide variety of roles and career paths within the industry.

The Director of Golf Qualification focusses on club management. It is a great qualification and an obvious next

• You have a huge advantage in that you have a great knowledge but a club manager role comes with many different challenges.

Do not be naïve to think you can seamlessly become a club manager overnight, you will have to work incredibly hard and ask for help when you need it.

step for those PGA Professionals who want to specialise in this field.

The qualification gives you an edge over fellow PGA Professionals keen to progress out of coaching and into club management, it really does help separate you from other applicants.”

23

C A R E E R S The nine units that make up the Diploma are: 1. Managing Golf Operations 2. Innovation and Growth 3. Leading and Managing People 4. Developing a Socially Responsible Business 5. Change Management 6. Finance 7. Legislation 8. Marketing 9. Developing Personal and Enterprising skills and behaviours.

Club Management covers all nine units and candidates are expected to complete the qualification within a three-year registration period.

For anyone looking to specialise in a particular area of the industry, or to supplement existing experience, there is also the option to complete pre-defined, individual ASQ Level 5 Certificates over an 18-month period in: 1. Golf Operations and Management of People, 2. Finance, Legislation and Marketing in Golf, and

T

individual unit workshops will become available to all PGA Professionals who are looking to increase their knowledge, skill and competence in a specific area, without enrolling on the qualification.

If you would like more information on attending these workshops please contact diplomainGCmgt@pga.org.uk.

For more information on the ASQ Level 5 Diploma in Golf Club Management email diplomainGCmgt@pga.org.uk or visit www.gcma.org.uk/diploma

STATISTICS Since the qualification’s launch in late 2016…

• Over 40 workshops have taken place at the PGA National Training Academy.

• 5 Induction days have been held.

• Over 65 candidates have enrolled onto one of the four qualifications.

• 2 candidates have completed the Diploma.

• 1 candidate has completed a Certificate.

Director of Golf qualification

he Director of Golf qualification is becoming more popular with PGA Members who are using it as a springboard to progress their careers.

Founded ten years ago in response to a high demand from PGA Members, the DoG qualification provides a means of recognition for those already working in a similar role, and gives a framework for those who aspire to work in such a role.

Open to PGA of Great Britain and Ireland Members, the course involves three key stages; an Induction Day, the PGA Certificate of Golf Management Theory and the PGA Director of Golf Qualification itself.

Candidates are assessed on seven units, ranging from finance and marketing to personal management and customer service.

24

3.

Enterprise, Innovation and Management of Change.

Mark Skinner, Head of Business and Management Department at The PGA, said: “Due to their vast experience and expertise, taking on a golf club management role is the natural progression for a lot of PGA Professionals and it is a role that many are already doing.

“Throughout their time on the qualification, candidates have access to support from tutors and can supplement their learning by attending workshops on each of the units at the PGA National Training Academy.

“We are overwhelmed with the feedback we have received from candidates so far and are delighted with the way the qualification has been received by the golf industry. It has attracted a wide variety of candidates from different backgrounds and levels of expertise.

“Current candidates have told us it’s helped them within their role and given them fresh perspectives to deal with the challenges they face. The qualification isn’t a walk in the park and requires hard work and commitment, but so does the role of a golf club manager.”

From September 2018, the nine

Members who successfully demonstrate they meet all of the criteria laid down in the qualification and provide evidence of this in the workplace will become a qualified PGA Director of Golf.

A driving force behind launching the course was PGA Master Professional, John Mulgrew, a tutor and course mentor. He said: “The PGA Professional is normally the first point of contact at any golf club, and it always annoyed me they were never asked for their opinion on any golf club related business.

“Some clubs have had to streamline their workforce and many pros have either lost their positions or have been asked to take greater responsibilities within the club.

“For the professional, this has been either a chore or an opportunity. Now

this opportunity has arisen, the director of golf qualification gives them the chance to become more active in the actual running of the club. It has also provided opportunities to find positions throughout the world, especially in the Middle East.

“One of the highlights of the year is attending the Graduation ceremony and seeing pros graduate. There’s so many good examples now and more importantly it shows that the director of golf course works.”

For more information about the qualification or to register your interest in the next Induction Day on September 21, 2018 please contact the PGA’s Member Education Department on cpd@pga.org.uk or 01675 470333. www.pga.info

C A R E E R S

CASE STUDY 2 Gavin Chappell, 42, Golf Manager – Al Ain Equestrian, Shooting & Golf Club, United Arab Emirates GAVIN CHAPPELL began his career at Beeston Fields, Nottingham before moving abroad and enjoying various teaching/golf operations roles in Cairo before landing a job as Golf Manager at the Al Ain Equestrian, Shooting & Golf Club in the United Arab Emirates.

He is currently working his way through the Diploma in Golf Club Management having opted for a move away from coaching after moving abroad.

“I always enjoyed teaching, but I feel the very best coaches in golf really need to be passionate about it, and as I moved through my different roles I felt I wanted to be more involved in club operations and management.

“There are so many roles available now in golf. Teaching, operations, events, management plus so many more. If you feel you are strong or would enjoy one particular role over another focus on that and try to build up your knowledge in that area.

“If I looked back on my career I would now certainly have made far more of an effort when I was newly qualified to learn more about the different roles in golf. My time was split between working in the club shop and the occasional lesson so I certainly had the time. The course that I went through with The PGA certainly gives you a platform, but adding to that yourself will help you stand out.

“I was lucky that I was given the opportunity to gain experience in the management roles, but with all the available material to learn from these days, I would certainly be looking to take advantage and gain more knowledge that way.

“Whatever stage you are at in your career, gaining extra knowledge can only be a plus.”

Prompted by a move away from coaching, Gavin Chappell is working towards his Diploma in Golf Club Management

The PGA Professional

| August 2018

Q&A

Bob Williams

BOB WILLIAMS has been the chief executive of the GCMA for almost six years.

Before that, he managed several golf clubs, including Long Ashton and Chipping Sodbury. Williams talks to The PGA Professional about how PGA Members are well equipped to succeed as golf club managers.

The PGA Professional (PGA Pro): How did the partnership between The PGA and the GCMA come about?

Bob Williams: The Golf Club Management Partnership (GCMP) was formed about 10 years ago before my time. It was created by John Pemberton (BIGGA), Sandy Jones (The PGA) and Keith Lloyd (GCMA) when they were the respective CEOs. The partnership took on a new meaning when the Diploma in Golf Club Management was launched in October 2016.

PGA Pro: How does the Diploma in Golf Club Management help prepare and equip PGA Professionals for golf club management roles?

BW: The diploma in its inception was formed due to a number of PGA Professionals coming into management roles. It’s been developed with Small Firms Enterprise Development Initiative (SFEDI)

so it’s a business qualification for those professionals, greenkeepers and managers who want to prepare themselves to run the business.

PGA Pro: What skills do PGA Professionals possess to become successful golf club managers?

BW: I think that’s down to the individual, you can’t generalise. Each individual will have their own skills but they all understand the culture of golf and I think that’s probably the most important part. They will understand golf, the club, the business and they will also understand the ethos of the game and how it’s delivered through the club. Individually they’ll have to adapt to their own skills.

PGA Pro: How does the GCMA support PGA Professionals working as managers and DOGs in golf clubs?

BW: “The same way we support all our GCMA members. The GCMA provides a network, we provide a community, we share knowledge and the mission is to provide a culture of excellence in golf club management. Our vision is doing that through progressive and modern leadership.

That is quite a straightforward process.

Running a golf club is a lonely business and there is very rarely anything new. All 25

C A R E E R S CASE STUDY 3 Tim Coombes, 48, Deputy Manager – Puttenham Golf Club, Guildford TIM COOMBES worked as a PGA coach for almost 30 years. He was head professional at Chobham Golf Club, Surrey, from 1997 to 2012 before joining Puttenham Golf Club, Guildford.

The 48-year-old remained a coach for three years but was presented with an opportunity to become the club’s deputy manager in 2015.

Coombes said: “I became deputy to Puttenham’s General Manager Gary Simmons at the end of 2015 as part of a staff restructuring programme. I thought this would be a good opportunity to gain experience and learn the role of a golf club general manager, which for a long time had been in my thoughts to progress towards as I got older.”

Intent on Tim Coombes is keen to improve his knowledge improving his and increase his skills by studying for the Diploma in Golf Club Management knowledge and thirsty to keep learning, Coombes began studying for a Diploma in Golf Club Management.

“After attending one of the first induction days at The Belfry, I signed up for the ASQ Level 5 Certificate in Marketing, Legislation and Finance, because I felt these were the main subject areas I needed to advance to become confident in my ability to be a golf club general manager.

“My current role involves keeping up-to-date with legislation changes and marketing of the golf club, so it’s rewarding to be able to put into practice on a daily basis what I have learnt.”

Since completing the course, Coombes remains Deputy General Manager at Puttenham but he now has the confidence and skills to go on and become a golf club manager in the future.

“I have learnt that in addition to a good range of practical golf club management knowledge, some of the key skills needed to be a good golf club manager include good people skills, patience, diplomacy, the ability to look at things from other people’s point of view and most importantly good time management.

“PGA Professionals have been the heart of any golf club for years. They are the first person most people will meet when they visit a golf club.

“Those people and management skills developed as a club professional, combined with additional golf club management education, produce a perfect candidate for any golf club manager vacancy.”

The PGA Professional

| August 2018

Q&A

Bob Williams

challenges are variations on a theme and you need to have a network of people who you can call upon when necessary.

PGA Pro: Are you seeing more PGA Professionals move away from the traditional coaching route and into golf club management roles? If so, why do you think this is happening?

BW: There are more opportunities today than there ever has been.

Whether it’s director of marketing or membership, all sorts of roles that the PGA Professional and golf club manager will fill during their lives.

PGA Pro: What are the key skills needed to become a successful golf club manager?

BW: One. You need to be a people person. If you’re not don’t even think about going into it. You need to be able to deal with people who want to tell you that a cup pf tea is too dear and you need to be able to deal with a committee or a board who want to move the club from one site to a new one 10 miles down the road. It’s that diverse.

Every day is a different day and every day is a challenge.

CONSIDERING A CAREER CHANGE? IF YOU ARE THINKING about changing your career path you might want to consider speaking to your local Business Relationship Officer (BRO).

There are now six experienced BROs spread across the UK and Ireland who offer FREE advice, guidance and support to Members on business and career support.

Led by Lead Business Relationship Officer Joe Kelly, an experienced PGA Fellow Professional, the BRO team can help in all areas of a career change.

Whether it assistance at the beginning on building a suitable CV or guidance on contractual issues towards the end, the BRO team aim to ensure Members receive the required level of support in their job role.

They provide a range of business support services including keeping Members informed regarding resources available to them and recognising a Member’s needs and resolving problems, especially ones relating to contractual and employment issues.

This help and advice comes from years of experience in the golf industry and is more relevant than trying to resolve problem via a Google search on the internet.

The recruitment process is a case in point. BROs will advise on everything involved, including CV construction, covering letters, application techniques and contracts.

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Getting the first session right PGA Members across the UK and Ireland have been sharing the successes behind their female programmes and there are some key common themes. Nicole Wheatley explains. their interests, preferences and how they these women to golf. “My youngest lady is react to the session.

14 and the oldest is in her 70s! They have Group sessions seem to be critical in formed a really nice community that shows creating the key elements to successful the diversity around female golf. I truly retention of female believe that the social golfers. Firstly, groups side of things is what enable women to Group sessions seem to keeps them coming ‘hide’. No one wants back. They feel at ease be critical in creating the with me and with each to show their vulnerability to a stranger face key elements to successful other,” explains Phil to face, but in a group, retention of female golfers Akers of The Belfry. where everyone is in “Get the group to the same boat women bond together because tend to feel less foolish. once they have they Groups also start one of the most important tend to stay together throughout their time processes – building friendships. at the golf club,” is the advice that Sally Learning in a group builds camaraderie Hinton-Lewis of Close House. This is a and a valuable support network from which sentiment we have heard from almost every friendships emerge – friendship is what ties single member we have spoken to. You can’t force them to be friends, but you can facilitate it by making golf sessions sociable.

‘‘

‘‘

W

hat I know about coaching is that the best sessions I have ever had are the ones where I come away laughing. I want to be a better golfer. I am competitive and I want to learn, but whatever pastime I take part in needs to be fun, because if it stops being fun I simply won’t do it. That will undoubtedly be the same for the women who come to your first session, so place the emphasis on fun, not on achievements.

Fun can mean many things to many people – it’s really all about meeting the needs of the person in front of you. Try and sound them out before the session begins to assess what might they like, or more importantly what they might not like. You will be able to build your understanding of the group as each session passes, based on

Phil Akers: “The social side is what keeps women coming back”

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SOCIAL GOLF Having a social element to a women’s golf coaching programme is something that is frequently referred to, but in my opinion somewhat misunderstood. There are a lot of PGA Members who successfully run events such as Denise Hastings’ Wine & Wedges sessions, but you don’t have to tag on an activity to make golf social.

All women want is the chance to socialise as Zoe Allen from Lurgan Golf Academy in Northern Ireland explains, “Women enjoy a relaxed, informal atmosphere. They like to have a chat when they arrive and rather than challenge that I join in and get them relaxed before we start.”

Socialising is one of the great benefits of playing golf. Whether it’s new mums, lonely widows, young professionals, or women www.pga.info

FIRST DAY NERVES To make their first experience of a golf club a good one there are a few simples ideas you can employ: • Send a photo of yourself with an email confirming what to wear, what to bring (nothing!) and your direct number • Meet and greet the women in the car park • Or make sure that you have clear signage to wherever the session is taking place • Use volunteers from the club to help break the ice

who’ve moved to the area, they all want to make friends and golf is great for that. In fact, PGA member and featured We Love Golf Professional Kat Chaszczewski started playing golf for that very reason!

GOLF IS A GAME Use your expertise to decide what works well for you, but many of the PGA members we have spoken to divide the first session into three parts of the game: chipping, putting and hitting. We all know that golf is a difficult game, so by offering different opportunities to hit a ball, you’re more likely to help them find that sometimes illusive, seductive moment when you connect with a ball and it does exactly what you want it to.

Games are another way to make the session more accessible and enjoyable. Zoe Allen of Lurgan Golf Academy in Northern Ireland uses the same strategies for female beginners as she does for children, “I use some of the same techniques I use for junior coaching with the women. They enjoy the fun element of game playing. What is important is to let them discover their own game. I give them a few pointers, the ladies figure it out and they learn to play the games themselves.” love.golf coaches take this approach to self-discovery one step further by running sessions on the golf course and allowing women to learn as they play. Jo Taylor, The PGA Professional

| August 2018

who is based at Tyrells Wood Golf Club in Leatherhead, has been interested to see the effect of this approach on her beginners. She explains, “For any beginner there is the risk of building a psychological barrier between learning on the practice range and getting out onto the golf course. Removing that possibility completely is really effective. I’ve been really interested to see women adapting their game to play different shots. For instance, I often find that they are taking chip shots without me having to tell them how to do it.”

FROM A TASTER TO THE GOLF COURSE So, what next? It’s one thing to hold a starter session and another to create new members.

The path from one to the other takes on average 2 years, so try and set yourself and

the club realistic goals. The most effective way to start that journey comes with the help of your current female membership.

Ask them to volunteer to join the group after their first session and welcome them to the golf club environment. This is your chance to present the offer that you and the club have devised and sign them up to the next steps.

There are beginner coaching initiatives available from all the Home Unions that you can use, or simply develop your own.

The most common and successful strategies start with a set of group lessons, offered at flexible times, linked to on course sessions with your current female membership helping out. To ensure that you can keep track of them and facilitate the friendship bond, add all the women to a WhatsApp group or private Facebook page. This will enable you to easily communicate with them and allow them to chat to each other.

WE LOVE GOLF Remember to use the resources available on the WeLoveGolfPGA Facebook page. This page has been designed to create a community of likeminded people who share a passion for golf. It is a great resource for beginners, packed with information about golf, demystifying the sport and addressing some common misconceptions. There are definitions of common golf terms that will be unfamiliar to a complete beginner, videos from featured Pros and governing bodies and women and girls all sharing the reasons that they love the game.

WE LOVE GOLF The WeLoveGolfPGA Facebook page is a great resource for women learning to play golf or wanting to know a bit more about the game.

There is a Golf Lingo section which gives definitions of various common terms, What’s in the Bag explains what each club looks like and what they are used for and Myth Busting addresses some of the common misconceptions around the game.

Invite your female beginners to join the page and feel free to post photos from your sessions as well.

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T R A D E

N E W S

Cleveland Golf introduces new RTX 4 CLEVELAND GOLF has launched the all-new RTX 4, described as the most “tour-authentic” wedge they have ever made.

With the RTX 4, Cleveland Golf has held nothing back during development, creating a made-for-tour wedge, utilising the latest face technologies, tour-preferred shaping, expanded grind offerings and the most popular components used

by Tour professionals.

The foundation of RTX 4 is the 4th generation of Cleveland’s proprietary Rotex Face Technology.

Following extensive tour feedback, RTX 4 features a more compact blade shape, with less offset and a smaller overall profile to provide that classic blade design that tour players prefer.

Srixon take a soft approach SRIXON® HAS launched its new UltiSoft and Soft Feel golf balls.

Available in Soft White™, the new UltiSoft officially launches in the UK & Ireland this month, with an SRP of £24 per dozen.

Now in its second generation, the Srixon UltiSoft is a two-piece ball that features a soft, thinner cover, advanced core technology and enhanced dimple pattern. Even softer than the previous model, the new UltiSoft represents the ideal choice for golfers with mid to low swing speeds, seeking exceptional feel around the greens, a higher launch and maximum distance off the tee.

Available in Soft White™, Tour Yellow™ as well as a Soft Feel Lady model in Soft White™ and Passion Pink™, the new Soft Feel officially launches with an SRP of £24 per dozen

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Additionally, RTX 4 offers four new sole grinds, including an all-new XLOW grind, to provide the versatility to execute the most challenging greenside shots.

Cleveland’s RTX 4 wedges are offered in a variety of different degrees and grinds. The FULL Sole grind is offered in 56 through 60 degrees, the ••MID Sole grind is offered in 46 through 60 degrees, the •LOW Sole grind is offered in 56 through 64 degrees, and the XLOW Sole grind is offered in 58 and 60-degree lofts.

The Cleveland Golf RTX 4 wedges are available in three different finishes, (Tour Satin, Black Satin and Tour Raw) and left and right-handed options and are priced at £129 SRP. Cleveland’s RTX 4 will launch in the UK & Ireland on September 14th 2018.

Motocaddy trolley trade-in promotion boosts sales THE RECENT Trolley Trade-In promotion launched by Motocaddy exceeded the company’s expectations by boosting sales of new models in on-course Pro-shops and recycling a huge number of electric trolleys more than 5 years old, according to the world’s leading trolley brand.

The pioneering promotion, which ran for more than 10 weeks from 20 April, enabled golfers who purchased a new Motocaddy trolley with Lithium battery to claim a £50 cashback when they traded in their old electric trolley - irrespective of brand, model, age or condition. The trade-in was then recycled by a specialist recycling partner.

Of the trolleys traded in, almost one in three (28%) were more than 10 years old, half were between 5-10 years old and one in five (20%) aged between two and five years. Three out of four recycled trolleys (75%) originated from seven different electric trolley brands.

More than two-thirds of the golfers who took advantage of the offer (67%) purchased their new Motocaddy trolley from on-course Pro-shops and the remainder from either off-course or online retailers.

Motocaddy’s next promotion for golfers across the UK and Ireland is already underway. The promotion offers a free bag worth at least £159.99 with every purchase of the revolutionary S5 CONNECT and S5 CONNECT DHC electric trolleys with Lithium battery.

For more information on all Motocaddy products, please visit www.motocaddy.com www.pga.info

T R A D E

N E W S

FootJoy retains #1 position at PGA Professional Championship OVER 70% of the UK’s leading PGA Professionals, including winner Andrew Willey, trust FJ shoes at the Titleist & FootJoy PGA Professional Championship FootJoy once again emerged as the overwhelming choice of footwear and glove at the PGA Professional Championship, hosted this year at Little Aston Golf Club in Staffordshire. Over 70% of the field trusted FJ Footwear, with almost 60% of participants utilising the brand’s market-leading gloves, including winner Andrew Willey who claimed a one-shot victory after firing a final-round 66.

With the field made up entirely of PGA Professionals, the validation of the full FJ footwear range was evident, with the Tour-S, DryJoys Tour, Icon Black, and most notably Pro/SL all prominent throughout the event.

“It’s extremely rewarding to know that those who are most visible within our industry continue to trust our products for their own game,” said Russell Lawes, Sales and Marketing Director for FootJoy. “We wholeheartedly appreciate the consistent support we receive from PGA Professionals across the UK & Ireland as they continue to promote our brand and educate consumers about our offerings and look forward to further strengthening these partnerships over the coming years”.

And Titleist has continued its Major domination at the 147th Open Championship at Carnoustie Links with the #1 ball in golf being trusted by more of the world’s best golfers than any other brand.

With the firm and fast conditions taking centre stage over the Angus layout, one of the toughest on The Open rota, the Titleist Pro V1 and Pro V1x were the overriding ball of choice.

Zen focus on affordable finance package INTEREST IN the British-made Zen Green Stage adjustable putting and full swing platform (www.zenoracle.com) has soared since the product made its TV debut on Sky Sports at The Open Championship in 2017, and its subsequent high profile during Sky’s ongoing golf coverage including the 2018 Masters, Players and US Open tournaments and the 147th Open at Carnoustie.

The PGA Professional

| August 2018

Zen has now announced a new finance package which makes owning one much more affordable. Harewood Asset Finance, in partnership with Zen, can now offer golf academies, teaching professionals and other Green Stage buyers the option to pay monthly, spreading the cost of purchase and improving cash flow for their business.

Tour putting coach Phil Kenyon, who teaches on a Zen Green Stage at his Harold Swash School of Putting studio at Formby Hall Golf Resort Hotel & Luxury Spa in Southport, said: “For many coaches the Zen Green Stage will be the final piece of the jigsaw at their golf academy: it opens up new creative possibilities for both putting and full swing coaching. It is a great product but raising the capital to buy one can deter some people. I can see the new finance option being very popular.”

Andy Herridge, Partner at Harewood

Asset Finance, said: “We have made the process of applying for Zen Green Stage finance as quick and simple as possible.

You can choose whether or not to make a deposit, to lower your monthly payments, and after the final payment you fully own your Zen Green Stage.”

A PGA Professional and GCMA Member, and formerly Captain and Chairman of the PGA of Yorkshire, Herridge is familiar with the challenges faced by golf coaches and academy managers and had some advice for buyers who intend to put the Zen Green Stage at the heart of their golf coaching business. “We can tailor the finance package to suits your needs. Repayments can be spread to suit the seasonality of the industry and Capital Allowances may be applicable to your business.”

For further details contact Nick Middleton at Zen Green Stage on +44 (0)7971 403627.

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C O M P A N Y

Q&A

S P O T L I G H T

Sam Bettinardi, Vice President of Bettinardi Golf

Doing putters their own way In the first of our regular features spotlighting the innovating brands in golf and the people behind them, we spoke with Sam Bettinardi, Vice President of Bettinardi Golf who started the company in 1999, about why PGA professionals should invest in premium products like the precision-milled putter brand and to what extent Tour players can have an effect on sales.

What is the standout unique selling point (USP) for Bettinardi?

Sam Bettinardi (SB): “The Bettinardi

story is a fascinating one that illustrates the difference between standardised mass market products and crafted ones. We want golf members to know that putters are our heart and soul. We make a point of not selling the products everywhere.

We’re a premium brand unlike anything on the market. So, PGA Professionals can tell their membership and guests the story behind a bespoke brand and offer a putter that is milled to perfection. There are many ways to make a putter, but there is only one way to make a Bettinardi.

“We’re ranked among the top five putters’ brands in the USA, the world’s largest golf market, but we know there’s much more opportunity to evolve the brand further into the UK and Europe, so we want to help the PGA Professional as much as possible How does your relationship with Tour players help increase awareness of your products?

SB: “Bettinardi has enjoyed a fruitful

spell on both the PGA and European Tour this season thanks to two new brand ambassadors, Francesco Molinari and Haotong Li. Both have secured victories since switching to a Bettinardi putter and the brand expects more European Tour players to become Tour staffers over the coming months.

“The future for Bettinardi on Tour is bright. We have two Tour players inside the top-15 in the Race to Dubai in Francesco and Haotong. Francesco especially has had a fantastic few months 32

winning the BMW PGA Championship at Wentworth and recently claiming his first PGA Tour title at the Quicken Loans National. He’s pretty much cemented his place on the European Ryder Cup team too, so it’s great to work with him.

“The models they use are similar to those on sale in pro-shops, they just have slightly different shapes and modifications that are specifically requested. For example, Haotong loved our Studio Stock #3, but needed more toe hang so we were able to add a welded ‘crescent neck’ that is found on the Queen B #9 model. Within a week, he went out and won the Dubai Desert Classic. Molinari uses our BBZero, which is similar to the BB1. However, he requested a sight dot and softer face milling. Two weeks later he won the BMW Championship. It’s amazing to see the immediate feedback and improvement in scoring as a result.”

“At Bettinardi we certainly do things their own way and strive for perfection.

It’s that perfection that helps when creating a putter for a Tour player who can tinker with the smallest of detail.

How bespoke are your putters?

SB: “Some staffers we work with are

very content once they find a putter they like and never switch, while others are always tinkering to try and find any type of improvement over previous models they have used. We like to offer a ‘white-glove treatment’ to our Tour staff by dialling in the model, face milling (feel), finish (colour), toe hang, length, lie, loft, and other minute details. If the player cannot find what they like, then we always offer to mill a custom head that

Sam and Bob Bettinardi

we have never made before. Because we machine everything in-house, we have a unique competitive advantage over our competition.

What can amateur golfers learn from your Professionals?

SB: “The brand also works with PGA

Tour star Matt Kuchar, a long-time brand ambassador who transformed his game following the introduction of the ArmLock technique devised in conjunction with us.

“Matt is an absolute pleasure to work with and he really helps us from the stand point of what fellow Tour professionals are looking for. He’ll have a major input into the new models for the 2019 season.

“A key piece of information Matt offered us on our recent range was decreasing the amount of loft and offset on his ArmLock putter. When he started using the technique in 2013, he had 2.5 shafts of offset and 7 degrees of loft. We immediately offered that style in our production range based on his feedback and have helped many golfers make the switch to this unique putting style. In recent years, Matt changed his loft from 7 to 5, and we felt 1.5 shafts of offset would be less intimidating to look down at. This improvement helped more consumers begin to putt with an ArmLock model based on solid feedback from one of the game’s best and most consistent players.” www.pga.info

T R A D E

N E W S

SkyCaddie SX500 is golf’s ultimate GPS SKYCADDIE’S REVOLUTIONARY new range-topping SX500 GPS handheld launches this month and is hailed is the most powerful, most accurate, most features-packed and most visually stunning hand-held distance measuring device that the company has produced.

In the company’s 20th anniversary year, it rockets into the UK with SkyCaddie PinPoint® technology to give accurate distances to pin positions, Dynamic HoleVueTM which continuously re-orients the entire highly-detailed hole map from your exact position, and a brilliant display featuring a huge and pin-sharp 5” full HD touch screen.

Unmatched power is guaranteed with an ultra-fast multi-core processor which ensures instant hole data right when its needed, and there’s superb battery life from the hi-capacity rechargeable Li-Polymer battery, which gives over 36 holes use.

With a ruggedised, highly water-resistant design which makes SX500 extremely grippy even in the worst weather, users can ‘cut the cord’ and use the SX500’s in-built Wi-Fi to download the latest exclusive SkyCaddie course updates on demand, without the need to connect to a computer.

Available in the UK from late August 2018 at RRP £379.95 including a year’s pre-paid Birdie membership covering over 99% of golf courses in Great Britain & Ireland, SX500 is preloaded with more than 35,000 ground-verified, error-corrected SkyCaddie golf course maps.

And powerful IntelliGreen® Pro technology gives SX500 users far more information about a distant green. Distances to major tiers and contours on the green, false fronts and greenside mounds are all instantly visible to SX500 owners planning their approach shot, back down the fairway.

Another new SX500 feature, Dynamic HoleVueTM with Integrated Targets, boosts the device’s in-play usability still further.

Even more help, and even more personalised information, comes in the form of the SkyCaddie SX500’s unique Dynamic RangeVue® with Club Ranges feature, which is so powerful that it is restricted to use only in practice rounds and casual golf.

See www.skycaddie.co.uk for all information.

Sunderland take on the British weather this winter SUNDERLAND OF SCOTLAND, the world-renowned technical golf wear brand has launched its collection for Autumn/Winter 2018. Combining quality, playability and reliability the collection captures the essence of Sunderland of Scotland’s ‘Never Weather Beaten’ mission.

Key colours of the collection are Gecko Green and Coral. The Gecko Green colour story for the men’s collection combines a palette of silver and gunmetal with highlights of vibrant Gecko Green. The ladies’ collection is refreshed with a bright Coral contrasting with silver and white for a sporty look.

Key pieces for men: The menswear s.Vancouver Pro Jacket is a new design. The design incorporates fleece lined hand warmer pockets and is also available in a half sleeve Weatherbeater style .

The PGA Professional

| August 2018

Windshirts are a focus. Made from a 3-layer interlock 4-way stretch fabric the tops deliver an extremely windproof and shower resistant option whilst remaining lightweight.

The s.Nevis is added to the collection in a Gunmetal/Gecko Green colour way and its half sleeve counterpart the s.Himalayas in a Silver/Gecko Green combination.

Key pieces for ladies: Sunderland favourite s.Montana is refreshed for this season with the Silver/Coral colourway.

In coldwear the s.Nova is revived in this collection in a bright Silver/Coral, the brushed polar fleece jacket is insulating and effective at protecting from the cold.

Accessories to highlight are the s.Thermal bobble hat crafted from a luxurious merino blend with a thermal brushed fleece lining.

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R E T A I L

W A T C H

Golf Retail: Mid-Year Market Review At the start of 2018, Phil Barnard was cautious; pessimistic even, about how this year might turn out. In 2017, the combination of new product launches, and great weather at the start of the year, produced a bumper result. Repeating that seemed very unlikely.

Here, Phil looks at the mid-year position for the golf retail industry and what might be around the corner for pro shop owner managers.

T

here’s no denying that trying to predict what is going to happen this year in golf retail has been harder than ever. Using Golf Datatech’s Retail Audit data, we can see that 2018 started really badly and, at the end of March, we were 10% down in value on 2017.

However, since then, the sun has come out, the sales have been rolling in, and year to date figures have improved greatly.

By April, we had recovered to just 3.5% down; in May, we were back to 2017 levels of sales; and June has since proven to be an even better month. Looking at the graph below, which shows the comparative YTD total figures versus the previous year, we can see that, as of May, we were actually just up on 2017 – having been well down for January through March. June is now

looking like a 1.8% growth.

The line is obviously very different in shape to 2017, which started off with a real bang. Thankfully, we’ve caught up since May, but can we keep up momentum and finish the year above 2017?

With events like the World Cup, and limited product launches coming through later this season, I’d say it’s unlikely. But if we can stay anything close to 2017 figures, then that should be considered a strong performance.

A LONGER PERSPECTIVE At the outset of 2018, it looked like it was going to be a bad year, in relation to 2017.

However, it’s worth remembering that 2017 was the biggest growth year we have seen.

So, if we compare the last few years to 2016,

we get a different view. 2018 is now looking very positive, being nearly 13% ahead of 2016.

Going further back, I can tell you we are nearly 20% up on the same period in 2014.

IS EVERYONE GOING TO BE HAPPY WITH THESE NUMBERS? Answer: In a nut shell, no. As we see later, units are generally down, so golfers have been buying less. There will be ups and downs with all statistics, so, although the average is up, there will be some retailers

Comparative YTD total figures

The PGA Professional

| August 2018

35

R E T A I L who have not had a good start. Some of that will come down to product mix.

Those that have invested in swing studios and put effort into selling hardware, will have done well. Those retailers that have a more limited offering, focus more on clothing or consumables, will most likely have had a pretty torrid time and be feeling unhappy with their current position. It very much depends on the sales mix of the store, but some could be 10 to 15% down on last year.

WHAT HAS DRIVEN THIS GROWTH? Answer: In the main it’s hardware. Three of the top 4 performing categories for growth are hardware. Irons lead the way with 9%, followed by Wedges and Woods. Only Putters saw a decline.

If you look at the year to date sales mix, Irons and Woods have been dominant. New product launches seem to have caught the imagination, and Irons, in particular, are having a strong year. To date, nearly 47% of spend across the 17 tracked categories, has been on hardware. So, growth in these areas has had a significant effect on the overall.

In contrast, Consumables and Apparel have had a bad start to the year: both being down in excess of 5%. Ladies clothing has been worse hit and suffered the biggest drops. However, in this earlier part of the season, this has less effect on the overall total as these categories tend to pick up as the year progresses. Clubs sales usually peak around May, so, moving forward there will be a bit of transition in spending in to the other categories.

Taking a different look at the growth, we should also consider units (see chart, right).

All but 2 of the tracked categories are down in unit sales. Distance devices and ladies clothing all saw pretty massive drops.

These categories have been more affected by the poor weather. The other question is “has golf kit got too expensive?”. I can’t answer that one straight off the bat, but

W A T C H

it’s interesting that the category with the largest price drop – Outerwear – is also the category with the largest unit gain.

What about the next phase of the season?

As we have seen with the weather in the last few weeks, things have been really good. It was the 3rd driest June since 1910 – meaning there was nearly 50% more days where golf was likely to be played. Fingers crossed that does actually translate to more golf, and more sales in the till.

The only worry with the weather is that it’s been too good, and perhaps drawing

people to alternative activities, like the beach, with high temperatures in June – the 3rd warmest since 1910. Then, there was the World Cup, which usually distracts people, although this doesn’t seem to have had too much affect on the June figures.

I hope the growth continues but I wouldn’t be surprised if we see some softening of the figures later this year as we anniversary the major autumn launches.

But, in the meantime I hope everyone gets a chance to make hay while the sun is shining!!

May YDT 2018 sales mix

May YDT 2018 unit change v 2017

Phil Barnard is Chairman of Crossover Technologies, and Partner of Golf Datatech, which provides market information to the golf industry, based on sales data accumulated monthly from hundreds of retail outlets. For more industry and retail insights, go to Phil’s blog https://philbarnard.blog and crossovertec.co.uk/news

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It’s quick and easy to set up your PGA trade account with The Primal Pantry, here’s how: 1 Visit www.primalpantry.com/pga/ and enter the code Teeoff 2 Enter your personal details (email, password, golf club number, company number) 3 Your account will then be activated by a member of The Primal Pantry team 4 You can then take full advantage of our PGA discount and free delivery from our online web store!

A

s part of an exciting three-year partnership as Official Supplier to the PGA, The Primal Pantry are pleased to offer Pro Shops around the UK an exclusive trade discount.

We’ve been busy supporting regional tournaments around the UK, fuelling both professional and amateur golfers alike with free samples of our snack bars and high-protein bars and now they’ve had a taste of The Primal Pantry, members will certainly be looking for us in Pro Shops at their local clubs!

Snacking has often been associated with crisps, confectionery and biscuits. However, healthy snacking is one of the fastest growing impulse categories.

Talking Retail suggests that “More and more consumers want healthy alternatives to these traditional offerings.

Many are looking for snacks that offer them additional health benefits, rather than just reducing hunger or cravings. Snacks with additional health benefits, such as protein, are popular among millennials and young men, who are looking for snacks that give them more energy.” With 15g of plant protein per bar, The Primal Pantry bars are perfect for consumers looking to add protein to their diet. The bars are also dairy, grain and additive free so are suitable for vegans and people with food intolerances.

Add incremental sales to your snacking range and reach customers who are looking for a healthier alternative!

The PGA Professional

| August 2018

Benefits of ordering directly from us: • Take advantage of our exclusive discount for PGA members • Simple online ordering through The Primal Pantry webstore • Access to our full range of snack bars and high-protein bars • No minimum order and FREE delivery!

Product

Size

Cost

Almond & Cashew snack bar

18 x 45g

£21.54

Coconut & Macadamia snack bar

18 x 45g

£21.54

Hazelnut & Cocoa snack bar

18 x 45g

£21.54

Apple & Pecan snack bar

18 x 45g

£21.54

Brazil Nut & Cherry snack bar

18 x 45g

£21.54

Acai Berry & Superseed snack bar

18 x 45g

£21.54

Mixed box of snack bars

18 x 45g

£21.54

Cocoa Brownie high-protein bar

15 x 55g

£23.24

Cocoa Orange high-protein bar

15 x 55g

£23.24

Double Espresso high-protein bar

15 x 55g

£23.24

Mixed Berry high-protein bar

15 x 55g

£23.24

Mixed box of high-protein bars

15 x 55g

£23.24

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R E T A I L

W A T C H

Three reasons to have a sale

Discounting stock for the wrong reasons will cost your business dearly. In fact, without a strategy in place, sales can even be dangerous to your business: lowering your Average Sales Price (ASP) and reducing overall profits. To maximise the opportunities of a sale, retailers need clear objectives, says Crossover Technologies.

S

ome might say that you don’t need a reason for a sale. We know customers love a bargain, (who doesn’t?), and sales are something most retailers do intermittently throughout the year. However, sales need to be planned as part of your business strategy, and with specific reasons in mind. Putting on a sale because ‘it’s that time of year’, could have a negative effect on your bottom line.

So how can you ensure your sale will bring the maximum benefits to your business?

Firstly, you need a clear-cut method of determining which stock items to discount or discontinue. Use your stock management system, or EPOS, to identify which products and categories are selling slowly, or which have become obsolete.

IT’S IN THE TIMING Sales work best if they’re unexpected to avoid customers anticipating them and holding out for cheaper purchases. At this time of year, a small sale of, say 25-50 items over the course of one weekend would work best.

There are many reasons for putting on a sale, but here are 3 of the most common factors:

1

CLEARANCE There’s a two-fold reason to cleardown stock. Firstly, to make space for the new season’s arrivals: a cluttered shop will degrade the overall look and appeal of the customer experience and make the retailer look disorganised.

Then, of course, there’s the genuine business need to get cash back into the bank,

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2

which can be liquidated, and reinvested in new product launches.

The way to overcome these end-of-season pitfalls is to make good use of your monthly stock turn reports, which a good EPOS system should produce. These identify products that are either overstocked, or not selling through fast enough. Better to recognise them early, rather than at the end of the season when there are less golfers out on the course, and in the shop.

Sometimes, an item which has proven successful in previous years, may start to lag behind other items. It’s taking up wall space so don’t hang on in the hope that it will suddenly turn around.

Plan promotional activity to resolve the problem as soon as it’s flagged-up in the reports. These could include: • Discounts: percentage, or money-off • Linked offers: Buy one get one free / Buy one get one half price (for example) • Bundling: “Free pair of gloves for every club purchased”

INCREASE FOOT FALL So, the shop’s looking great, the merchandise is on-trend, the sales team is incentivised and yet, sales are disappointing.

There’s just one element missing – the level of footfall: customers in the shop.

This is one of the most important metrics for retailers. It’s simply the number of people entering the shop. So, if footfall is down, it’s time to do something about it. Try: • Promotions. Get your marketing hat on to ensure your clearance sale is being advertised via social media, posters and emails • Running an event appropriate to the time of year. Ask a supplier to help support your event with display materials

3

ATTRACT NEW CUSTOMERS Sales are a great way for people to access your products at a lower price point and can be used to attract people who have never bought from you before.

As a retailer, you want to offer a good product range, combined with a great shopping experience, to ensure the first-timers become regular visitors at the normal prices.

The traffic light system within Crossover’s leading epos system, XPOS, has an easy-to-use ‘margin indicator’, ensuring you don’t discount at a loss. For profitable sales and retail success all year round, call us on 01454 418395 crossovertec.co.uk

www.pga.info

F A S H I O N

F O C U S

SS19: The future is bright Next year’s new and versatile styles are made from innovative fabrics and feature bold colours and patterns

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right colours definitely look set to make a splash on golf courses next spring and summer. New season clothing ranges are bright and cheerful, dominated by strong reds, blues, fuchsia and lilac.

And it is not just straight colours that are proving popular. Patterns are also making an impact. Bunker Mentality has brightened up plain greys with a front in red, white and navy zig zag stripes, and added overlapping circles to blue or blue/ white tops and used Paisley to good effect.

Bold animal prints and silver foil prints make a fashion statement at Glenmuir, especially when combined with shades of bright fuchsia or vivid Acqua. Sixties style checks appear on Cross Sportswear polos, and are given a new edge by turning them into a diagonal chequered pattern, and are made even more striking when combined with

40

the blue houndstooth checks on the chinos. Checks, diamonds, stripes and spots can be found at Island Green.

Colour blocking is another key element in the SS19 ranges. Many manufacturers are using colour blocking to provide contrasting sleeves or front reminiscent of 1960’s and 1970s styling. The new

Lindeberg ranges include contrasting sleeves in red and white; or diagonal slashes white on black bearing the J Lindeberg name. Island Green has opted for colour blocks in brilliant azure blue and white.

Houndstooth shorts and vest (left) and white flower skort and crew neck top from Cross Sportswear

www.pga.info

F A S H I O N The 1960’s vibe is very much present in the Cross Sports range as Joakim Reuszner said. “The SS19 collection offers a mix of sports, fashion and function. It is inspired by the 1960’s, and the world of golf, known for its tight as well as wide silhouettes. For us it’s been a dream to combine the fashion of the 60’s with today’s technology. We have combined classic, yet up to date patterns from that era with modern fabrics and expertise.”

Totally innovative are Cross Sportswear’s golf dresses, which are real statement pieces whether on the golf course, or heading off for a drink. These are classy, casual, sporty dresses that can take you anywhere – leisure, golf, to the office or even a party. The blue and the white styles are perfect for those who prefer plain and simple, but the beige and red adorned with delicate flower designs are definitely the crème de la crème, especially when teamed with a bomber jacket.

Lots more skirts and skorts are making

F O C U S

an appearance. PING are introducing pull on, A line skorts in pretty heather style pinks and azure blue flashed through with hints of white combined with a neat little side slit to aid movement. Glenmuir has opted for eyecatching fuchsia and statement print skorts, while Island Green has turned to lavender and French navy. Lindeberg, on the other hand, has chosen classic black skorts and Cross Sportswear has gone for butterflies and flowers, leaves and stylish box pleated beige.

The range of styles and colours in skorts at Cross Sportswear is certainly large, with A line, box pleats, front slits reminiscent of denim style, side stripes available in shades of white, beige, rose pink and black.

An interesting alternative to Skorts are the white and candy pink Capri pants on offer from Island Green, as well as plain

variations in the main fashion colours. Glenmuir too has opted for Capri’s in its new print designs.

Shorts are also in evidence this season. Over at Bunker Mentality, shorts have become a growing part of the collection and several new styles using bold colours and printed patterns have been added, featuring a Paisley pattern that the brand has been using for the past three years.

The company has also added a trouser range using a unique ‘stay press’ functional fabric to help golfers achieve a great look wherever they are playing or visiting.

Versatility and functionality are increasingly going hand in hand. Consumer demand for clothing that will easily take golfers from the clubhouse onto the course, down to the shops or going for a stroll is much in evidence. As Joakim Reuszner of Swedish brand, Cross Sportswear, comments, “Sports and fashion are moving closer together, as it’s becoming

Glenmuir Aqua, Fuchsia and Garnet dominate Glenmuir’s Spring/summer colour palette. Men’s statement pieces include three new double mercerized cotton polos, which feel like lustrous silk to touch.

Record demand for Glenmuir’s Superior Performance wear has led to an extension of the range to include a new Polo shirt style.

Glenmuir’s bold Animal Print and Silver Foil Print are definitely eyecatching and lively, creating a very fashionable and striking option for any one wanting to be noticed on the golf course. These statement prints can be found across the range, from polos to visor, knitwear to skort.

Lightweight midlayers and knitwear remain a key focus for the company, with the introduction of new colours like Garnet and Fuschia added to popular ranges such as Wick and Carina. The Touch of Cashmere collection has also been expanded with the addition of seasonal knitwear made from 100% premium cotton in the men’s Dunblane and Troon ranges, as well as Ladies Arbela, Macy, Antonia and Kayla.

The trouser collection sees the introduction of high performance shorts for men and a new ladies belt designed to co-ordinate perfectly with the new Aqua and Fuchsia shades. A lively animal black/white with touches of fuschia print has been added to the ladies trouser range as well as statement fashion colours added to the skorts. Eyecatching Lottie Bermuda shorts in Fuschia and acqua Bermuda shorts, alongside more standard blues and blacks incorporate added stylish touches such as Lurex embroidery, high shine zips and rhinestone diamante buttons.

The PGA Professional

| August 2018

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F A S H I O N more accepted to dress more sporty in everyday life looking for casual garments with higher functionality while at the same time, we are getting more conscious on how we appear on the golf course. We want to look more stylish and be able to go directly from the golf course to the office or a dinner without having to change clothes.”

Bunker Mentality are also aiming to create clothing that can be worn ‘from first tee to last orders’ and its designers have sought inspiration from popular culture and fashion, pushing the envelop of golf clothing without comprising golf etiquette.

Creative Director Robert Hart explains, “We have grown the collection for 2019

F O C U S

with more depth in each product range and colour story. One of the traditions of golf is to ‘dress well’ and our customers have been asking for more and more outfits to add to their wardrobe.

The golf lifestyle our customer leads, allows us to create some very cool looks.”

Jens Werner, Creative Director at J. Lindeberg goes further still saying “SS19 continues to strengthen and modernize the progressive outlook we started with in golf. The aim is to change people’s view of golf and how to dress for it. I want people to wear JL golf off the course, as much as on it.”

Bunker Mentality Long established as one of the most fashionable golf clothing brands, its SS19 collection features dynamic, adventurous colours, graphic energy and attention to detail. Bunker Mentality have ‘cranked up the colour’ to create an even more modern sports look involving hot pink and blues. “We would never do a basic polo shirt with our logo stuck on it. We believe every product should have a reason for being and that is often highlighted by little interesting ‘twists’ in the design” says Creative Director Robert Hart.

As a result the new season’s offering comprises Cmax polo shirts, trousers, shorts, midlayers, zippers, jackets and an extensive collection of belts and hats to complete the total look. Shorts form a key part of the collection, with several new styles using bold colours and a Paisley pattern. A new trouser range has been added using a unique ‘stay press’ functional fabric.

“We believe you should look cool as well as staying cool by wearing a technical shirt. Design always before fruition as the latter is the easy part,” says Hart. As a result, Polgiene is now used on all their CMax polo shirts.

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Island Green

Pretty lavenders and pinks join whites, blues and greys in the Island Green womenswear ranges. There are frosted lavender and French navy skorts and shorts while Red heather remains a popular shade for outerwear. Many of the items incorporate highlights in contrasting or co-ordinating colours such as blue or salmon highlights on waterproof suits and retro style black checks across top and sleeves on padded jackets. Cuff to elbow diamonds create an interesting touch on black or grey base layers. Princess line shaping, and unusual vertical strip detailing add interest to tops, as does

www.pga.info

F A S H I O N

F O C U S

SUCCESS IN SCANDINAVIA NOW IN UK & IRELAND

Ping Inspired by the rich colours and natural landscape of Arizona, this new collection features a ‘Sedona Sunrise’ theme encapsulating the natural gradients found in the desert state, while connecting visually to the heritage of the PING brand. Vibrant Sky Azure and Snorkel Blue shades represent the state’s vivid skies, with Iron Red providing a bold warm tone, inspired by the Sedona horizon at sunrise. The concept is further stressed in its Dusk and Hummingbird polo shirt designs. Dusk features a yarndyed, gradient effect complete with zip neck opening, with Hummingbird showcasing a textured polo shirt with tipped rib collar and v-shaped placket. Pull on skorts are easy to change into, offering the benefit of inner pockets perfect for holding scorecards. Performance is enhanced by the use four-way stretch and moisture moving properties.

New to the male range is the Players Pant, a five pocket performance trouser designed with a slim fit leg and four way stretch for freedom of movement. Sensor Cool technology has been used in the production of the striking Gradient and Ridge Polo’s, which are complemented by Herman and Fracture performance mid-layers ideal for year round useability. Knitted in a performance blend for softness and durability, Herman combines classic styling with a modern fit. Fracture on the other hand is ultra lightweight and incorporates a yarn-dyed gradient effect giving it a very fashionable, stylish appearance.

”For your protection and performance ” My eyewear is an essential part of my performance out on the golf course. Henrik Stenson Eyewear uses Powereye™ technology, developed with years of top level experience and utmost care for your protection and performance.

I never approve anything that I wouldn’t wear myself, and I can proudly say that Henrik Stenson Eyewear are my glasses.

contrast piping. White and silver grey shorts, trousers and capris have spot details in black or candy pink.

Spot details can also be found on lavender, blue and pink polo shirts.

Blues is definitely the dominant colour, with shades of azure blue, ink, maritime and French navy to be found in every menswear range joining blacks, greys and whites. Combinations of these colour shades are used throughout the range, often using horizontal stripes. There are occasional flashes of red or green, such as polo shirts combining black/lime green polo shirts where half the shirt is black with lime green highlights, and the bottom half green with black stripes.

A retro influence can be found throughout all ranges, with use of contrasts on shoulders and sides, contrasting sleeves and collars.

Contact: Steve Shaw, Master Sales Agent UK & Ireland Email: steve@marquisgolf.co.uk The PGA Professional | August 2018

Henrik Stenson

henrikstensoneyewear.com Contact: Steve Shaw, Master Sales Agent UK & Ireland Email: steve@marquisgolf.co.uk

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F A S H I O N

Cross Sports

Lindeberg

Rain and windwear remain key items within the Cross Sports range, offering unrivalled performance features. Joakim Reuszner explains, “In our rain and windwear we use our own developed membrane, FTX, that is absolutely waterproof, windproof and transports body moisture away. But where no one beats it is when it comes to stretch in the membrane and combined with our soft outer fabrics you get a superb fit, can move freely and have really low noise.”

Checks both large and small, particularly houndstooth motifs, feature heavily on designs for tops, trousers and shorts.

Definitely eyecatching and unusual is the white butterfly/flower design ornamenting a skort and top. The skort incorporates a waist adjustment for perfect fit, along with concealed zips securing the front hand pockets and one back pocket. The matching stretchy Active Crew Neck Sweater has a coil zip pocket on the left hand side.

Unique to Cross Sports are a range of dresses in navy blue with decorative white edging, white and flower prints in beige or red. Made in polyester with 30% bamboo charcoal, it’s stretchy, smart and incredibly soft to touch. The polo style neckline adds a very distinctive touch.

Orange and black highlights add style to Edge jackets and Houndstooth polo, while the green and black Pro jacket has a definite retro feel. Accessories too are included in the overall look with stretch belts, bucket hats, flat caps, utility vests and beanies available.

“I am super proud of this collection. We played with a mix of tradition and high tech, artworks and colours referencing a 70’s vibe classing with materials, details and innovation of today. We have updated classics, a few unexpected pieces, details and some incredible new fits for men and women,” says Jens Werner, Creative Director at J Lindeberg.

Fabrics have come under the spotlight with new techniques for iconic yarns like jacquarding being used to make prints more durable, lighter and removing cutlines for added comfort. Long sleeved Polo shirts have been given added UV protection, and new breathable, cooling Pique fabric introduced along with the use of 3XDry ecological materials.

Women’s trousers now differentiate between low, mid and high rise, also cropped and flare. Bold colours characterize the Kattis trouser style with its knitted side stripes down the side seams. New to the men’s range is the Mikey trouser, which is slightly high waisted and pleated giving the slim fit a nicely modern twist. Made in a light twill fabric, it has a nice stretch and breathability, while being water repellent.

Statement pieces include the Tora sleeveless pullover Tank in TX jersey featuring a lightweight turtleneck collar with jacquard contrast strip.

More colours and fabric details have been added to Lindeberg’s popular Polo Full Body, which functions as a leotard with snap closure creating a neat seamless effect and can be tucked into skirts, trousers or jeans.

The use of technology to engineer fabrics designed to improve comfort whatever the weather is appearing in almost all types of clothing. PING is featuring an innovative Sensor Cool Cotton, engineered with COOLMAX® fibres, while Bunker has added Polygiene (a silver salt solution) at the finishing stage of their CMax polo shirts to prevent any build up of odour.

J.Lindeberg has introduced 3xdry water repellent, ecological and PFCfree fabric to many of its ranges.

Over at Cross Sports, Bamboo 44

F O C U S

charcoal is used in many of its polo shirts and skorts, creating a natural anti-odour effect while improving stretchiness and softness. An added advantage is that it improves the overall appearance of the fabric, so that it doesn’t look shiny. While at Glenmuir, the focus has been on introducing a special, double mercerized technical process which removes stray fibres from the cotton yarn and fabric, resulting in a lustrous silk like touch, luxurious drape and incredible colour retention.

www.pga.info

“Prowler VT irons... feel and look like a blade… yet so easy to hit”

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T R A V E L

B U S I N E S S

Seasoned traveller This month our PGA partner Golfbreaks.com hold a Q & A session with one of their well-travelled PGA Professional customers, Andy Fletcher. Andy gives a great insight into the life of a PGA Professional involved in Golf Pro Travel and why you should be taking groups of members or clients away.

GB: What type of trips do you run?

AF: I currently run a variety of different trips with my clients and all fall into the below categories: Hosted – This gives my clients a more relaxed golf holiday experience. There tends to be no form of structured coaching involved apart from maybe the occasional

‘‘

it is also very profitable, particularly in the winter months when my clients want to get away and escape the dreary and cold weather

‘‘

Golfbreaks.com (GB): Why did you get into Golf Pro Travel?

Andy Fletcher (AF): I’ve always had a passion for travelling the world, exploring different places and playing first class golf courses.

After several years of earning very little during those cold winter months when coaching dies down, sitting in the pro shop and the course being closed, I knew I had to make some changes to help my income.

I decided to look at other ways to create additional revenue streams. I saw a gap in the market 10 years ago to run hosted and coaching trips with my clients and started by running 1-2 small trips a year.

After starting all those years ago, I have now developed the golf travel side of my business and run anywhere between 6-8 trips a year which has added massive value to my coaching brand. Not only does it enable me to add another offering to my coaching services, it is also very profitable, particularly in the winter months when my clients want to get away and escape the dreary and cold weather, and they all thoroughly enjoy the experience.

roll up session on the range before play. This is great for my clients who really want looking after for their golf break and aren’t too interested in having coaching included.

Golf Pro Travel adds huge value to your coaching brand

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Andy Fletcher – Head PGA Teaching professional at Lakeside Lodge

Coaching – This is my most popular break, by giving structured coaching advice to my clients throughout the trip. This will include structured coaching sessions before playing golf for on average a couple of hours. These sessions cover everything from putting, short game and long game and can be tailored to fit the group’s needs. I will also run a competition to keep things interesting on the course, for example, 18 hole stableford or team games such as texas scramble or a very popular Ryder Cup style match.

Tournament Experience – This offers my clients the chance to share a once in a lifetime experience such as the Masters or Ryder Cup. An amazing experience for clients that attend!

GB: How many clients do you like to take on a trip?

AF: The average group size varies from 8 to 36 clients depending on what type of trip I am running. For a coaching trip my preferred group size is around 12 but can be higher for hosted style trips. I feel it’s very important to offer excellent value for money to my clients and if the group size gets too high it diminishes the amount of individual time I can spend with them. www.pga.info

T R A V E L

B U S I N E S S

Offer a once in a lifetime trip to your members

GB: Where is your favourite destination?

AF: My favourite destination has been Turkey (Belek) which offers a fantastic all-inclusive concept with 5* accommodation, 14 top class championship golf courses and excellent practice facilities for large groups making it perfect for coaching.

It also has an excellent climate all year round making it perfect for winter travel and very competitive prices making it an easier sell to my clients.

GB: What was your most memorable trip?

AF: My US Masters 2017 tournament experience has to be the most memorable trip. A once in a lifetime experience for any avid golfer. It was far better than I ever imagined. The group were overwhelmed by the experience! It’s like no other tournament, from start to finish it exceeded all expectations. This included Saturday and Sunday tickets followed by 3 rounds in Myrtle Beach. A must on any bucket list.

Who would not want to sample the famous Pimento Cheese sandwiches?!

GB: How do you market your trips?

AF: I market my trips in numerous ways to get as much exposure as possible, though returning customers and word of mouth, now my trips are established, are my best form of advertising. All my trips are advertised on my website and I email all my

Ryder Cup competition – a popular format on any trip to keep the golf interesting!

clients from my database. I also use all social media platforms and place posters around the complex. These trips are open to any age group, golfing ability and both ladies and gents and generally fill up very quickly.

during those cold wet winter months. Why wouldn’t you want to escape the dreary winter weather, entertain your club members or clients adding value to your brand and earn money while you’re doing it?!

GB: How has your travel business grown since you started 10 years ago?

AF: My travel business has grown considerably since my first ever trip back in 2008, where I took 16 golfers from my golf club to Turkey. I now have over 90 Clients this year I am taking away, escorting them to 8 destinations including Spain, Thailand, Turkey and South Africa.

GB: How do you rate the service you receive from Golfbreaks. com?

AF: I have been using Golf Breaks for over 9 years and the service I have received from the Golf Pro Travel team has always been first class, extremely helpful and very professional with their wealth of knowledge and experience. My account manager Darren and the rest of the team have always given me lots of ideas for new trips and with a proven track record in golf travel I know I am getting the best rates, service and tee times which is so reassuring.

GB: What are the benefits of Golf Pro Travel to you?

AF: I would highly recommend any PGA Professional to consider taking a group of members from your club on a overseas coaching break.

Golf travel has had many benefits for my business over the last 10 years and has really helped generate additional income during those slow winter months.

It is also great for developing long lasting relationships and loyalty with club members and clients which can add huge value to your brand and position at your club. Due to the relationships built this has also increased my lesson package sales back at home.

I also get to explore some wonderful destinations and enjoy some sun and warmth

MY VENUE CHECKLIST • First class practice facilities, short game area and large driving range to accommodate large group s • Luxury 5-star hotel resorts with golf course s which creates that perfect setting after golf • Good tee times – so I can organise the coach ing around them • Easy access to and from the resort/courses which means all transfers are arranged and included • Plenty of opportunities to sample the cultur e, restaurants, wine tasting etc, during some down time

• Is it going to give my clients the WOW! facto

r?

For more information on how the Golf Pro Travel Team at Golfbreaks.com can help, please call 01753 752 880 or email golfpro@golfbreaks.com

The PGA Professional

| August 2018

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N E W

D E S T I N A T I O N

Enchanting Cyprus The birthplace of Aphrodite, the goddess of love and beauty, it’s hard not to become enchanted with Cyprus and its exceptional offering of championship courses. With the recent rise of several luxury golf resorts around the ancient port of Paphos, the island has become a world-class golf destination and the perfect place for a winter break with your members.

A

t the heart of the island’s golf revolution is the 5* Aphrodite Hills. Capped by Cabell B Robinson’s outstanding championship layout and newly named PGA National – Cyprus, the resort sits amid breathtaking scenery, with glorious views over the Mediterranean. The first golf development of its kind on the island, the resort is perfectly suited for visiting groups of golfers, with a dedicated three-hole Golf Academy and extensive practice facilities making it a great choice for a coaching or escorted break with your members.

Meanwhile, regularly ranked among Europe’s top 100 courses, Elea Golf Club has taken golf on the island to a whole new level since opening seven years ago. The mesmerising Nick Faldo design is characterised by the major winner’s signature bunkering. The course merges beautifully with the idyllic setting and rivals Aphrodite Hills as the Cyprus’s finest layout.

Masterminded by Donald Steel and having recently undergone a renovation by acclaimed architects Mackenzie & Ebert, it is little surprise that nearby Minthis Hills is

also a world-class layout, while the Tony Jacklin designed Secret Valley is a must-play on a visit to the area.

ACCOMMODATION Luxury is the buzzword at the 5* Aphrodite Hills Hotel, which, complete with fine dining restaurants, an indulgent spa facility, infinity pools, and, of course, a championship golf course, is the ideal place to escape from the hectic whirlwind of everyday life with a group of members or clients! This resort is one of our most popular Golf Pro Travel destinations.

Crowned the European Golf Resort of the Year 2017, there are an array of fantastic eating options to suit everyone in your group with 3 restaurants located in the hotel. If these don’t take your fancy then take a stroll down to the village square which is bustling with bars, shops and restaurants.

Aphrodite Hills Hotel

FACT FILE Climate The island enjoys an intense Mediterranean climate with long dry summers stretching from May to October and mild winters. While the summers are marked by cloudless skies and high temperatures, a refreshing breeze coming off the coast means all four major golf courses are blessed with fantastic year-round conditions.

The most popular times for pro groups to travel are between September and April, making it a great year-round destination.

Getting there Paphos Airport is situated just 20 minutes from Aphrodite Hills and is within easy reach of the region’s other top golf resorts. The airport is regularly serviced from across the United Kingdom, with daily flights taking off from Glasgow, Edinburgh, London, Bristol, and Manchester with airlines such as British Airways, Jet2, EasyJet and Thomas Cook amongst others. The average flight time is around 4½ to 5 hours.

15th Hole Elea Golf Club

Aphrodite Hills Golf Club

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www.pga.info

T R A V E L

Winter break offers

Looking for inspiration on where to go this Winter to enjoy the sunshine and play some great golf courses? Then take a look at some of our unbeatable Golf Pro Travel deals below and don’t forget, as well as a free place with 7 amateurs you receive 5% commission* as a PGA Professional.

Aphrodite Hills Hotel 5★, Cyprus Key facts

• Great for coaching or group leisure breaks • 18 hole Cabell Robinson design course on-site • Elea GC, Secret Valley GC and Minthis Hills GC all close by • 20-minute transfer from Paphos Airport • Excellent practice facilities • 3 restaurants on-site and village square • Close to beaches and nightlife in Paphos

★PGA Pro Package

• EXCLUSIVE – 5 nights bed & breakfast and 3 rounds of golf from £489 • Includes all transfers and unlimited range balls for coaching • Upgrade to Half Board or All Inclusive

Kenzi Menara Palace 5★, Morocco Key facts

• Great base for coaching or group leisure breaks • Host of fantastic courses very close by • 20-minute transfer from Marrakech Airport • 10 minutes to Medina • 3 restaurants on-site

★PGA Pro Package • 5 nights All Inclusive and 3 rounds of golf from £559

Sueno Hotels Golf Belek 5★, Turkey Key facts

• Great for coaching or group leisure breaks • 2 championship 18 hole courses on-site • 45-minute transfer from Antalya Airport • Great practice facilities • 3 restaurants and 8 bars on-site

★PGA Pro Package

• 7 nights All Inclusive and 7 days unlimited golf from £439

The Westin Abu Dhabi Golf Resort and Spa 5★, Abu Dhabi Key facts

• Great for coaching or group leisure breaks • 18 hole championship course on-site, home of the HSBC Golf Championship • 15-minute transfer from Abu Dhabi International Airport • Excellent practice facilities ★PGA Pro Package • Great selection of bars and restaurants in the hotel • 5 nights bed and breakfast and 3 rounds • 15-minutes to the bars and restaurants at Yas Marina of golf from £715 • Yas Links and Saadiyat Beach courses only a short drive away

*For more information on how the Golf Pro Travel Team at Golfbreaks.com can help, please call 01753 752 880 or email golfpro@golfbreaks.com

The PGA Professional

| August 2018

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O P I N I O N

Optimizing golf skill learning From left to right: Dr Gabriele Wulf, Steven Orr, Guillaume Chauvel and Dr Rebecca Lewthwaite

This month’s coaching article is written by guest writers, Gabriele Wulf from the University of Nevada, Las Vegas, PGA Master Professional Steven Orr, Guillaume Chauvel from the Université Paris Est Créteil, and Rebecca Lewthwaite from the Rancho Los Amigos National Rehabilitation Center and University of Southern California. They recently wrote a book chapter in the excellent ‘Routledge International Handbook of Golf Science’ and we’ve asked them to summarise their findings in this article and suggest how they might apply to your own coaching practice. good aspects of performance and (occasionally) ignoring poor executions results in higher confidence levels and faster learning than the opposite. Furthermore, setting

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Providing golfers with a heightened sense of confidence is key to effective performance and long-term changes in performance

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n recent years, research related to motor skill learning has provided important new insights into which instructional methods are effective. In particular, three factors have been identified as critical for optimizing those conditions, and they are central to the OPTIMAL (Optimizing Performance Through Intrinsic Motivation and Attention for Learning) theory of motor learning published by Drs. Gabriele Wulf and Rebecca Lewthwaite in 2016.

Those three factors are: • Confidence (or enhanced expectations for performance) • Autonomy support • An external focus of attention.

criteria that purportedly indicate good performance, but that can be reached relatively easily, can raise athletes’ confidence and facilitate learning. In one study, novice golfers performed a putting task where the target was surrounded by two concentric circles. One group was instructed that putting within the larger circle would constitute “good” putts, whereas another group was informed that balls ending up in the smaller circles would be considered “good.”

The group for whom the larger circle was identified putted with greater accuracy than the other group (smaller circle). Importantly, on another day, with the circles removed, the former group still showed

Golf-specific studies have underscored the importance of each factor, and below are examples of how coaches may incorporate those factors in their work with athletes.

• Confidence Being confident in one’s ability to perform well is critical for optimal performance.

Thus, providing golfers with a heightened sense of confidence is key to effective performance and long-term changes in performance (i.e., learning). Expectations for performance can be enhanced in various ways. For example, feedback highlighting The PGA Professional

| August 2018

Setting achievable criteria raises athletes’ confidence and facilitates learning

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• Autonomy support Conditions that support individuals’ need for autonomy, or sense of control over their own actions, increase their performance, learning, and motivation. For instance, giving learners the opportunity to request feedback, decide when to watch a demonstration, or choose the number of practice trials, enhances learning. Even minor and seemingly insignificant choices, such as choosing order of practice tasks, have the same benefit. Also, the type of instructional language has been found to have an impact on motor learning. In one study, instructions that gave the learners a sense of choice (“You may want to try …”) led to superior learning relative to “controlling” instructions that offered little option for how to

execute the skill. In a golf-specific study, allowing novice golfers to choose the colour of golf balls led to more effective learning of a putting task than not giving them that choice. An additional advantage of giving learners choices is that it increases their

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An additional advantage of giving learners choices is that it increases their motivation to practice

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superior putting. Thus, making learners feel successful during practice resulted in enhanced performance and learning. Creating measurable opportunities to observe progress can boost confidence: “How many putts out of 10 do you think you can put in the hole?” High performance expectations prepare the golfer for successful movement at cognitive, motivational, neurophysiological, and neuromuscular levels. Confidence also serves as a buffer against distracting thoughts or worries about capabilities.

When setting challenges that involve accuracy, for example in short game or putting, coaches will often use markers to define the target zone for a pupil. Coaches should consider adjusting task difficulty so learners experience success. Furthermore, with the number of new participants in golf dropping, and one of the reasons cited being the perceived difficulty of the game, the value of lowering this barrier to entry through early success cannot be overstated. Confidence is also critical for golfers practicing for, or warming up before, a competition. Setting simple and attainable goals during the warm-up, for example, can serve to boost confidence. Also, after a successful putt, not putting again from the same location, or ending the warm-up with a successful shot, can help players enhance their confidence for performance in a tournament.

O P I N I O N motivation to practice – which might have additional indirect benefits for learning.

Having choices results in enhanced processing of task errors, reduced nervousness or worries about performance, and confidence boosts. Coaches have many opportunities to support pupils’ need for autonomy. For example, a coach can allow the pupil to choose which target to aim at, in which order to work on the agreed tasks for the coaching session, which section of the practice area to hit from, or which club to use. When offering augmented feedback (typically feedback on results or performance), common tools used by coaches are video replay and launch monitors. Coaches can let pupils decide which shots to look at.

Allowing the pupil choices means enhanced processing of task errors, reducing nervousness and worries about performance

C O A C H I N G

O P I N I O N

External focus instructions enhance both movement form and outcome

• External focus of attention A golfer’s focus of attention, or concentration, is another critical factor. Numerous studies have shown that adopting an external focus – or concentrating on the intended movement effect or outcome – is more effective than an internal focus on body movements. An external focus might be one that is directed at the motion of the golf club, a target, the force exerted against the ground, or even a sticker attached to the body (e.g., chest). Compared with an internal focus (e.g., arms, shoulders, hips), an external focus enhances overall performance, including movement accuracy, consistency, distance, maximum force, and automaticity.

In several golf studies, external focus

instructions produced greater accuracy in hitting a target relative to internal focus instructions for both novices and experts.

At a higher skill level, concentrating on a more distant or distal movement effect, such as the intended ball trajectory or the target, has been shown to be more effective than an external focus that is closer to the body (e.g., club head). Advantages persist under pressure. Interestingly, movement form often changes immediately with an appropriate external focus. For example, in novice golfers, instructions to push against the ground (external) resulted in a greater shoulder-hip angle during the downswing than did instructions to shift the weight to the front foot (internal). Carry distance was increased as well. Thus, a single external

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In several golf studies, external focus instructions produced greater accuracy in hitting a target relative to internal focus instructions for both novices and experts

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The PGA Professional

| August 2018

focus instruction enhanced both movement form and outcome.

One of the challenges a coach may face in implementing coaching cues that encourage an appropriate external focus is developing the understanding and creativity to devise relevant tasks and metaphors. For example, a coach might feel that a faulty hip or shoulder action may be the primary contributor to poor movement form, and it may seem easier to simply ask the pupil to focus on that. However, focusing on the movement of the club or on hitting a certain part of the golf ball may be an alternative cue that will facilitate the change in hip movement required. External swing thoughts such as “hit a high draw,” “land it pin high,” or “start it on the tree on the left,” allows the player to maintain the technical aspects during the swing (e.g., try to keep the club head moving down the target line after impact) without disrupting automaticity.

CONCLUSIONS The importance of each factor – confidence (or enhanced expectations), autonomy support, and an external focus of attention – for enhancing performance and learning has been demonstrated in numerous studies, including golf-related studies. While each of these factors plays an important role in and of itself, recent findings show that they have additive effects. That is, the presence of all three factors leads to the most effective outcomes. Golf coaches can easily take advantage of these effects. They require little more than small changes in the way they give instructions or feedback – and, of course, some creativity. The resulting movement success may even create a virtuous cycle with overall positive consequences for learning, motivation, and participation in the game of golf.

If you have a question for the authors, please send it to gabriele.wulf@unlv.edu If you are curious to read a more detailed explanation of this author’s findings, or any of the other subjects within the Routledge International Handbook of Golf Science, why not purchase a copy from either the Routledge or Amazon websites.

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Email Marketing – How to increase your open rates 2

Antje Derks has some top tips on how to make sure your content doesn’t end up being deleted without being read.

KEEPING IT FRESH Keeping your email subscriber lists fresh is perhaps the most important thing of all.

You need to ascertain whether your subscribers still want to hear from you. The likelihood is that somewhere along the line 54

you’ve read or been told that it’s important Usually, an inactive subscriber is anyone to email your subscribers on a regular basis who hasn’t engaged with any emails in – consistency is key after all – so that your the past six months. Before you do delete list doesn’t go stale. them, it’s advisable Over time though, to send them one email subscribers can it’s advisable to send last email – with a become distant – no them one last email – catchy headline that’s matter how consistent a bit tongue-in-cheek with a catchy headline and how good the i.e. “Should I stay or content is. It could be should I go?” You that’s a bit tonguethat they’ve changed in-cheek i.e. “Should I can then ask them email accounts or just whether they’d prefer stay or should I go? aren’t interested in not to hear from you golf as much as they anymore. Add a bit of used to be. humour too. Another In order to keep your list fresh and filled way of keeping your list up-to-date is by with engaged subscribers, it’s a good idea checking in with your subscribers every so to periodically remove inactive subscribers. often to ask if they’d like to update their

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mail marketing campaigns can be a most effective way of engaging with your audience. Not only are they ideal platforms to share news, views and events, but also to deliver targeted content to those that are most receptive to it.

However, they’re only effective if the people they’re being sent to actually open them. If your open rates are lower than you’d like them to be, then read on.

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SEGMENTING YOUR EMAIL LISTS The most crucial thing for someone to open an email from you is content. They’ll open it, if they think the content will add value to their life in some way. The best way to target content is to segment your email subscribers. Research has shown that people who segment their lists have higher open rates and far lower unsubscribe rates than those who don’t . Revenue generation is also higher.

A simple way to start the segmentation process is by introducing simple tags based on behaviours. For example, if someone books lessons with you via email, you’d tag them and send them a different type of email than you would if you were still trying to win their business.

If you want to progress down this road, you could target them even more specifically – by sending them emails according to what they have bought – lessons, or equipment.

Furthermore, you can also segment your list based on demographics – location or particular interests (equipment, lessons, tournaments or social). You can also look at how they came to be on your list in the first place. Did they opt-in due to a specific piece of content or a theme? If so, segment The PGA Professional

| August 2018

them and send them more on that topic.

Once you’ve segmented your list, you’ll find it’s easier to plan themes and write the all-important subject line. You’ll likely find that your email open rates are higher and engagement is better.

to personalise your ‘To:’ field. Educate your subscribers on how to whitelist your emails and ask them to add you to their address book. Don’t use spammy language that is a sales pitch – it may be picked up.

Lastly, make sure people can opt-out easily. There’s nothing more annoying than receiving emails you no longer want and then having to hunt round for the unsubscribe button.

DODGING THE DREADED SPAM FILTER As you’re probably aware, spam filters are much more sensitive these days, but they’re still not infallible. Your beautifully crafted TIMING IS EVERYTHING emails can still get snarled up in a spam Sending your email at the right time will folder, only to emerge months later when have a huge impact on whether or not the addressee decides to empty it. they’ll open your missive. You need to conIn order to create a successful campaign, sider which day and at what time you send you’ll need to be your emails out. The clever to avoid your best way to do this email being marked is to undertake some to create a successful A/B testing. That will as spam. The main way to prevent this campaign, you’ll need identify the timeis to make sure all to be clever to avoid frames where your your recipients have email performs best. your email being opted in – which they Then you can exploit marked as spam should have done that data for future under new GDPR campaigns. Accordregulations that came ing to a survey by into force earlier this year. Make sure IP MailChimp, weekdays at 10am are the best address is a good one and hasn’t been pretime to send out emails. viously used by someone sending spam messages. Send all campaigns via a verified IT’S ALL IN THE SUBJECT LINE domain and clean up your codes.

Write a rubbish headline and your email Make your emails peris going to be deleted without being read.

3 sonal by using merge tags Subject lines are everything when it comes

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information and preferences. That way, you’re reminding them that they can take control over how they engage with you – and can unsubscribe if they feel the content isn’t resonating with them anymore.

Marketing relies heavily on email – I’ve often used incentives to get readers to reengage – a survey with entry into a prize drawer for a lesson or a voucher to spend in the pro shop – works very well.

Whether you are trying to breathe new life into a ‘cold’ email list or if you want to guage opinion – for example, asking readers what sort of content they’d like to see more of – you’re more likely to get participation if there’s something free on offer. A survey can easily be setup in Survey Monkey and sent out to your list.

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KEEPING IT INDIVIDUAL When you’re thinking about content and subject lines, think about the individual.

Write as if you are only targeting one person. Sometimes the personal touch gets overlooked when the focus is drawn away from the person to the masses of people that will potentially receive your email.

You’ll have far more success if you go for a personal subject line and a personalised message. In order to do this though, you do need to know your customers – this goes back to the personas you created and we covered in an earlier edition. You need to understand their problems, wants and needs, likes and dislikes.

In this age of connectivity, everyone is looking for a reason to ignore emails – they’re not looking for a reason to read them. That novelty wore off with dial-up internet access. However, if you appeal to your customers and subscribers on a personal level, you’re more likely to be successful.

CONTENT IS KING – EVERY. SINGLE. TIME. Getting the recipient to open your email is only half the battle. The content contained in your email is vital to your open rates – if they love what they read, they’ll open your emails in future. If they hate it or are indifferent, then your open rates will plummet.

The key is to make sure you actually have something new and useful to say and aren’t just sending out an email for the sake of it. This is where forward planning and an events and content calendar come into play. If you deliver real value, your open rates will increase.

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If If you youknow knowyour your audiences’ likes audiences’ likes and dislikes, and dislikes,it’s it’s so much easier so much easier to to pull pull off off aa joke. joke

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to to email email marketing. In order order to to cut cut through the in the constant constantnoise noise people’s inboxes, you’ll in people’s inboxes, have standtoout.

Don’t too you’lltohave stand out.be Don’t clever, provoking curiositycuriosity is always be too but clever, but provoking is good –good just don’t cryptic.

Speak Speak to them always – justbe don’t be cryptic. to like a friend – crack– acrack joke,abut don’t them like a friend joke, butpatrodon’t nise. MostMost importantly, useusethe patronise. importantly, thesort sort of language and tone your customers use.

GET YOUR GIGGLE ON Humour has a way of making a strong connection with people – if it’s good and not to try-hard, it will stick in people’s minds.

You don’t have to be a stand-up comedian to make people laugh, but the need to understand your recipients intimately is key.

Is there some universal golf humour that might work? If you know your audiences’ likes and dislikes, it’s so much easier to pull off a joke.

If you’re a bit of a tech-whizz you could create a funny video clip or a GIF. Just remember that offensive is not ok.

MAKE IT MOBILE FRIENDLY Nowadays, if you’re not mobile friendly you are basically consigned to the marketing desert. Indeed, research suggests that up to 70% of all emails are now read on mobile devices. Therefore, you simply cannot afford to ignore mobile users.

Firstly, you need to make sure that your email is mobile-friendly with responsive formatting and loadable media, but you’ll also need to take into account the fact that mobile screens are smaller, so a monumental subject line just isn’t going to work.

Remember to keep your formatting simple – under 600 pixels wide – use larger fonts as smaller ones are harder to read and viewers will give up if reading involves eye strain.

Images need to be small, so they load more quickly. Don’t rely on images to

make your email look good – Androids turn images off by default. Make sure your call to action button is large enough to tap with your thumb and lastly, don’t pile links on top of each other. It’s annoying if you’re trying to open one and get the other.

While these tips are not exhaustive, they will go a long way to helping you keep your email lists fresh and your open rates high. Plan your campaigns ahead and ask your audience regularly what they’re looking for from you and the information you send out. The perfect scenario would be that they’re champing at the bit for your email to drop into their inbox.

Get it done this month ✓

Review your lists and remove inactive users

✓ ✓

Segment

✓

Listen to your audience – put together a short survey and add an incentive to get maximum participation. Ask what sort of content they’d love to see more of

✓ ✓

Inject some humour

Put a content/theme plan together for your emails and stick to them

Make sure you’re mobile-friendly

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B E N E F I T S

Taking cover Richard Doubleday, Executive Director – Sport, Recreation and Equine at insurance brokers Howden outlines the insurance cover available to PGA Members domiciled or permanently resident in the EU.

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t the 2014 BMW Championships, at the Wentworth Club, the author of this article was standing alongside the 18th green as Pablo Larrazábal hit his approach. Imagine everyone’s surprise when the ball finished up wedged between his legs. Larrazábal took a free drop and made par for a first round score of 69. No harm done, great hilarity all round and huge embarrassment on the part of the author!

But supposing it was you who hit a spectator or indeed another golfer, and they were seriously injured: or maybe you were teaching someone and they were hurt as a consequence of your advice. What would happen next?

The chances are you could find yourself having to defend your actions – possibly in a Civil Court, and pay compensation to the injured party if you were found to have been negligent. That is why having appropriate insurance is so important and why it is integral to your affiliation to the PGA. Through the PGA you have Public Liability and Professional Indemnity insurance – with a limit of indemnity of £10 million. This policy will support your defence and pay compensation to someone who is legally entitled to it, either as a consequence of an injury or damage to third party property.

The policy clearly states the three areas of activity that are covered: 1.

Your personal coaching/instruction/ demonstrations in accordance with PGA guidelines 2. Personal golf playing activities, including participating in formal events 3. The sale of golf clubs and equipment, including the use of custom fitting equipment Equally important are some member The PGA Professional

| August 2018

activities which are NOT covered by the policy and which require additional insurance. These include: • Employees • Your shop • The incorporation of your business in to a legal company A benefit of being a member of the PGA, and having insurance linked to your affiliation, is as follows:

CASE STUDY 1 A PGA member was alleged to have been negligent when one boy was hit by another at a group lesson. Thanks to the policy provided by the PGA, insurers paid legal representation and defence costs. Unfortunately the member was found to have been negligent so insurers also paid £24,000 in damages on his behalf.

Your affiliation to the PGA also includes a Legal Rights policy designed to protect you from the costs arising from a raft of issues including (but not limited to) tax

protection, contract negotiations, legal and civil defence and employment disputes. In the first instance you have access to a 24/7 (confidential) legal advice line. Thereafter, following an insured event, the insurer will pay legal costs and expenses (and some compensation awards) of up to £50,000, depending on the nature of the case.

CASE STUDY 2 A PGA member felt he was unfairly dismissed from his job as the Head Professional at a Golf Club. He decided to sue the club for breach of contract, the costs of which were paid for, by insurers. The case was eventually settled out of Court, with the PGA member receiving substantial compensation as a result.

Further information regarding the Public Liability/Professional Indemnity and Legal Rights policies can be found on the PGA Insurance Microsite, www.pgainsurance.co.uk, which has been developed specifically to assist you.

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A D V E R T O R I A L

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The benefits of travel

This month’s PGA Professional looks at the PGA Benefits programme in more detail, focussing on how you could potentially save hundreds of pounds each year on travel in the UK, Ireland and further afield.

Up to 13% off travel add-ons

Discounted airfares

VIRGIN (FLIGHTS)

Virgin Atlantic offer PGA Members discounted airfares across their whole network. Destinations include Orlando, Barbados, Dubai, New York, Los Angeles, Hong Kong and Las Vegas. Discounts are available in all three cabins; upper class, premium and economy.

HOLIDAY EXTRAS

Making travel better and easier for over 30 years, Holiday Extras has fast become the market leader in travel add-ons. They offer competitively priced airport parking, hotels and lounges at all of the UK’s major airports.

PGA Members can take advantage of 13 per cent off selected travel extras. This includes 13 per cent off airport car parking at over 200 car parks and 28 airports in the UK and Ireland.

They also offer 10 per cent off airport hotels making check-in a less stressful and more easier process, and you can also save 8 per cent off airport lounges, providing the perfect way to relax before a long flight.

Save 13% on a booking

You may also be able to bring your golf clubs with you (subject to availability).

12 per cent discount off the website price

AFFORDABLE CAR HIRE As one of the largest leisure car rental companies in the UK, Affordable Car Hire offer PGA Members fully inclusive rates with no hidden extras.

Through a network of 200 countries in over 30,000 destinations worldwide, Affordable Car Hire work with 500 car rental partners to provide you with great flexibility and choice.

PGA Members have access to a 12 per cent discount off the website price.

Favourable ForEx level rates

FAIRFX CURRENCY EXCHANGE SUPER BREAK With over 30 years of travel experience, Super Break has a reputation for providing excellent quality and customer service.

Whether it’s a couple’s theatre break, an attraction getaway for the family or a packed hotel abroad, Super Break offers PGA Members the right selection at a price you can afford.

Both ATOL and ABTA bonded for peace of mind, with no credit card or booking fees, Super Break is a reliable brand trusted by travel agents and customers.

PGA Members can save 13 per cent on a booking with Super Break.

A FairFX card could save a family of four on a week’s break in Europe between £25-£85 compared to using normal credit or debit cards. It can also save you £120 when buying currency at the airport.

Card holders will get business level rates of foreign exchange rather than the often less favourable rates available at airports, bureaux de changes, banks and on the internet.

FEATURE AND BENEFITS: - Simple and convenient – Load your card online, bank transfer or through the FairFX mobile app.

- Accepted all over the world – It is a MasterCard card so it can be used globally in stores, ATMs or online.

- Chip and PIN protected – Safe than carrying cash.

- Exceptional rates – Highly competitive currency exchange rates.

MAKE THE MOST OF YOUR MEMBERSHIP BENEFITS! Details of all these offers and discounts are available at http://benefits.pga.info The PGA Professional

| August 2018

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It’s A Wonderful World –

Let Optical Express Help You See It That Way For golfers, precision and accuracy are key, and clear vision is a vital asset.

Players may have to wear contact lenses or glasses in order to see clearly, but often these solutions can be more hassle than they’re worth on the golf course.

A world leader in eyecare, Optical Express has been correcting patients’ vision for over 25 years. As the UK’s only complete eyecare provider, it offers a wide range of solutions to improve poor vision including laser and lens surgery, as well as glasses and contact lenses.

At Optical Express, dedicated teams of highly skilled ophthalmologists carry out life-enhancing laser eye surgery, premium lens surgery and cataract surgery, improving their patients’ vision so they can enjoy their life to the full. Working with experienced optometrists, they undertake thorough eye examinations, providing a preliminary recommendation on the vision correction options open to their patients.

The majority of people are good candidates for one of these life-changing procedures, and those who are suitable receive a personalised treatment plan which aims to achieve their best possible results. It’s no wonder that more people choose Optical Express than any other UK provider, and that over 99% of patients would recommend them to their friends and family.* An investment of over £400 million has been made in its clinics and technology to ensure that Optical Express’s ophthalmic surgeons have access to advanced methods in corrective eye surgery, which takes two common forms at Optical Express.

In the first, laser eye surgery, a highly precise cool beam laser is applied to the eye’s outer layers for a short period of time, in many cases a matter of seconds. The laser makes subtle adjustments to the shape of the outer surface of the eye (the cornea), correcting its tiny imperfections and making vision clearer and sharper.

At Optical Express, 100% of patients who have the most popular type of laser surgery, iDesign LASIK, achieve driving standard vision or better**, and over 99% achieve 20/20 vision or better.‡ In fact, as the UK and Europe’s number 1 provider of laser eye surgery, Optical Express is so confident in this latest generation treatment that if patients don’t achieve 20/20 vision or better, they’ll give them their money back.† In lens replacement surgery, the eye’s natural lens is replaced with a premium synthetic lens, letting the patient see clearly. This groundbreaking procedure is used to treat cataracts, too.

Every Optical Express surgeon has completed thousands of treatments. Using state of the art diagnostic and surgical equipment, they work with the utmost precision to achieve high-quality outcomes tailored to each patient’s eyes.

With just one procedure, patients can experience great vision for life.

Exceptional clinical expertise, outstanding surgical outcomes and a comprehensive aftercare programme mean patients can be confident that their vision is in the very best of hands with Optical Express. Providing a world-class service in medically advanced clinics, the company helps its patients to live their lives to the full.

The first step towards freedom from your glasses and contact lenses is to make an appointment for a free clinical consultation to determine suitability for corrective eye surgery.

Optical Express offers PGA Members an exclusive discount on corrective eye surgery. Please see your member benefits for more details.

Call Optical Express today on 0800 023 2020 to book your free consultation.

*Based on a survey of 303,665 Optical Express patients, 99% told Optical Express they would recommend them to their family and friends. **In a study of 8,863 Optical Express patients treated with iDesign LASIK treatment, 100% achieved driving standard vision or better. ‡In a study of 190,231 Optical Express patients with the most common prescriptions they treat, 99.2% achieved 20/20 vision or better following treatment. †This promotion is available only to people receiving iDesign iLASIK treatment with the aim of achieving best distance vision for both eyes individually. Your clinical team will confirm if you are eligible for iDesign iLASIK and Optical Express will confirm whether you are eligible for this promotion in your informed consent document. As measured by Optical Express at least 12 months following initial treatment or 3 months following enhancement treatment. Causes of failure unconnected with our treatment excluded. Full terms and conditions available at opticalexpress.com

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C O N F E R E N C E

Meet, Discuss, Share

Golf tourism expert Mark Siegel is the latest speaker to join the presenter panel for the second edition of the PGA Members’ International Conference taking place from 11th – 14th November 2018.

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iegel’s company Golfasian, is the largest Asian golf tour company. In 2017, Golfasian handled 21,530 golf tourists, who played 131,580 rounds.

He is uniquely qualified to share his expert advice and information about the Asian golf experience helping General Managers and Directors of Golf identify areas of improvement in their service offering to atract more international visitors.

Siegel was instrumental in the formation of “Golf In A Kingdom; The Thai Golf Experience”; the biggest destination marketing organization (DMO) in the world and the best golf courses in Thailand, top resorts, and the Tourism Authority of Thailand government tourism organization. He also founded “Golf Coast Vietnam” a DMO which promotes Vietnam’s best golf courses to the world.

The event in November will bring together PGA Members from around the world

Last year, golf tourism expert Mark Siegel’s company Golfasian handled 21,530 golf tourists, who played 131,580 rounds

Conference details Held at Asia’s finest integrated resort destination, the second edition of the conference will bring together PGA Members working worldwide. The exciting event comprises two full conference days and one golf day.

• Price* includes three nights’ accommodation at Angsana Phuket, the Banyan Tree Group’s 5* luxury resort on the stunning Bang Tao Bay.* • 50 CPD points will be awarded to each participant at the conference.

• Spaces are limited. For bookings and further information please contact conference@pga.org.uk.

• Bring your partner as a non-delegate and they stay free of charge.

Additional nights and room upgrades are available upon request. *THB 21,500 (approx. £495). Flights not included.

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| August 2018

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PGA Benefits

The Great British summer is back, and come rain or shine, we’ve compiled some great discounts available on PGA Benefits to make sure you’re never short of things to do.

For more details, visit benefits.pga.info Catch the latest blockbusters and save money on tickets Our members’ only cinema discounts are back and they’re better than ever- still with up to 40% off, and now including Odeon theatres as well as Cineworld, Showcase, Vue and many others. This summer will see some highly anticipated releases including Incredibles 2, Mama Mia: Here We Go Again and Mission Impossible: Fallout. So book your tickets now and arrange some weather-proof days out that everyone can enjoy*.

Plenty of fun at the UK’s top attractions With over 32 venues to choose from, Merlin Entertainments have a host of perfect days out that the whole family will love. Alton Towers Resort, Thorpe Park Resort and Warwick Castle are just a few of the exciting locations available to you, of course at a discounted members’ rate*.

Celebrate the outdoors with National Trust Summer should all be about getting out there and enjoying the weather, and with National Trust you can explore the country’s most stunning houses, forests, castles and mountains. There’s lots to discover, and now you can save 10% off all gift cards – the perfect present for friends and loved ones, or an easy way to reward yourself and make the most of the season.

17% off world class outings If that wasn’t enough, you can now book excursions, theatre tickets and experiences all over the world with Onlineticketstore. co.uk. Whether it’s a week at Disney World, a dinner cruise in Dubai or a day trip in Rome, you can look forward to hassle-free booking 24/7, instant e-tickets and unbeatable customer service. Members of The PGA receive a 17% discount*.

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

Public liability insurance Cover is included in your subscription fee (if you are resident and working in the EU). Contact emma.hadlow@pga.org.uk or call 01675 470 333 for your individual certificate.

For any claims, contact Howden on 0121 698 8050.

Visit the dedicated PGA insurance site at: pgainsurance.co.uk.

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VAT advice For support with golf-related VAT issues, contact Stephen Phillips on 01675 470 333 or: stephen.phillips@pga.org.uk.

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

Exclusive 20% discount for PGA Members* Call 0800 023 2020 or visit opticalexpress.co.uk to arrange your FREE consultation or to book your eye test.

BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group.

Visitbmwvip.co.uk/pga, call 0207 514 3599 or email: pgasales@bmw-issd.co.uk

Peugeot Preferential rates available on a selection of cars over 24 months. Visit peugeot-contract hire.co.uk/pga, contact your local Peugeot dealership, or call the Peugeot Business Quoteline on 0345 313 3811.

Mars Provide retail expertise to help maximise your return. Benefit from point of sale promotions and receive guidance on how to choose an appropriate product range.

For further info, contact richard.hobday@effem.com

PowaKaddy Account holders personal use trolley at a discounted rate of 15 per cent off trade price (non-account holders are eligible for trade price).

Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.

SkyCaddie Heavily-discounted personal use prices start at £60† for a SkyCaddie GPS or £70† for the SkyPro. Get yourself a SkyTrak Launch Monitor and receive a free metal case and first year software saving £239. Become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee (about £600†) on your first sale and 20% fee on any future sales. †+VAT Email sales@skycaddiegps.co.uk or call 01844 296 358. www.pga.info

Y O U R

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Huxley Golf

Birdietime

Incentive programme of up to £500 in commission when recommending customers to purchase an all-weather home putting green.

Call +44 (0)1730 829 608 or visit huxleygolf.com

Offering all Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues.

To book your session, email us at info@birdietime.com Visit birdietimepro.com to learn more about our online booking and payment system.

Crossover Technologies Golf-specific EPOS system.

The technology manages stock levels, reducing dead stock and therefore helping to increase profit margins.

Contact: 01454 418 395.

Coca-Cola Special packages on products and coolers.

For more information visit coca-colapga.com

Techniblock sun protection Benefit from retail exclusivity, low MOQ, small but branded counter-top display unit. Free next day delivery and extended expiry date. Order through Tracey Parry on 07769 943 200 or email sales@techniblock.co.uk

First Data Preferential rates to PGA members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.

Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team.

Benefit from the best rates in the market. Receive a five per cent commission on your booking.

For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or Darren Bragg 07471 952 102 or email golfpro@golfbreaks.com

Silverbug Silverbug are IT experts who do things a little differently. Other companies talk about what they can do – but we want to focus on the issue you’re facing, and then fix it.

We offer Members: Free IT health check of your business; Up to three months free managed IT services when taking out a contract; Option to leave within the first three months if you change your mind. For more information contact us on 0207 078 3795, quoting PGA.

Aphrodite Hills – Holiday Residences 25% discount on public rates with minimum stay of five nights (seven nights’ minimum stay during July and August). Valid for all apartments, junior villas and superior villa holiday bookings for 2018.

Contact: reservations@aphroditehills.com quoting: PGA Professional

Aphrodite Hills - Hotel 20% discount from package rates. aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional

Pestana Vila Sol, Vilamoura, Algarve Luxury five-star resort, host venue for the Lombard Trophy grand final 15 per cent discount to Members and amateur participants in each regional final. Book direct through pestana.com/en/hotel/ pestana-vila-sol using promo code: 20516W0LX.

Antalya Golf Club and Sirene Hotel Attractive all-inclusive rates for you and your family. Contact volkan.cavusoglu@sirene.com.tr

Formby Hall Golf Resort and Spa Newly refurbished, luxurious four-star accommodation from just £78 per room B&B (max. two occupants) and includes use of the upgraded pool and health club. Member deals available Sunday to Thursday for business or leisure. Contact Mark Williams on 01704 875 699 or reservations@formbyhallgolfresort.co.uk

Exclusive, convenient and delivered to your door Members get monthly exclusive deals with Brakes they can’t get anywhere else. With online ordering, 24-hour delivery and easy to use templates, you can maximise your revenue and minimise your time by setting up a Brakes account today! brake.co.uk/pga

For all of these benefits and more log in to PGA Benefits via http://benefits.pga.info *Terms and conditions apply to all benefits. See website for details. Offers correct at time of printing. The Cinema Society – Discounts vary between cinema venues. Please check when purchasing vouchers. Registration to The Cinema Society is required to access discount. Merlin Group – Saving based on individual walk up admission price. The offers are not available on the day, cannot be used in conjunction with any other promotion, is subject to availability and tickets must be booked at least 24 hours in advance of visit. All prices are dependent on the date of visit, prices and opening dates are subject to change without notice. Please check the attraction website for open and closed dates before you visit. Where available, 2 day tickets must be used on consecutive days. Proof of company, employment/membership may be requested on arrival. PGA Benefits is managed and run on behalf of The PGA by Parliament Hill Ltd.

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S I T U A T I O N S

V A C A N T

Golf Development Professional Wickham Park Golf Club, Hampshire LUTTERWORTH GOLF CLUB – HEAD PROFESSIONAL Lutterworth Golf Club, a private members’ club situated close to the motorway network in the Midlands seeks applications from qualified PGA Professionals for the post of Head Professional.

Wickham Park GC (Hampshire) part of the Crown Golf Group, has a strong customer base and is well situated. Facilities include 18 holes, driving range and short game area.

Crown Golf have re-defined the role of the Golf Professional with the introduction of a new position - Golf Development Professional (GDP).

The role will suit a customer-focused, committed individual who will lead a team to build strong relationships with members and visitors, enhancing the services from and reputation of Lutterworth Golf Club.

In a move designed to return the club professional’s role to its true purpose, the PGA Professional is released from everyday operational tasks which limit the ability to engage and spend time with our customers.

The successful applicant for this self-employed role will: • be a qualified PGA professional with a proven track record in developing and delivering full member services; • excel at front of house duties and consistently deliver first-class customer service; • support the administration of golf for members and visitors, including organising and managing competitions; • have excellent communication, computer and management skills.

A self-employed position with great earning potential made up of performance payments, commissions and coaching, designed to introduce new golfers and provide a first-class service. The opportunity includes: • Coaching, including one to one lessons, adult groups and junior academy • Support through academy management software GLF.LOCKER, and marketing • Equipment provided such as SkyTrak with iPad • Performance payments

In return, Lutterworth Golf Club offers an excellent package comprising retainer, incentives and commissions and the opportunity for retail, coaching and workshop income all year round.

Qualities and attributes required: • You must love engaging with customers, have a passion for coaching and be well organised • A team player working with the company’s management team to create, engage and retain customers • Have a ‘can do’ attitude • Good IT skills

Applications must include a covering letter demonstrating how the applicant will add value to the club plus a full CV, CPD record and references.

Email to: steve@lutterworthgc.co.uk or in writing to Steve Smith, Club Secretary, Lutterworth Golf Club, Rugby Road, Lutterworth LE17 4HN. Closing date for applications: Friday 31 August 2018.

To apply contact Matt Robbins, GM Lead at wickhampark-manager@crown-golf.co.uk by 28th August.

Lecturer – Golf Management and Professional Golf DORNOCH £30,347 - £37,923 p/a North Highland College UHI is seeking to add to our lecturing team in our Dornoch campus where the university offers two golf degree programmes - BAH Professional Golf, in partnership with the Professional Golfers’ Association (PGA), and BAH Golf Management linked with the Club Managers Association of Europe (CMAE), as well as offering an online DipHE Professional Golf for trainee PGA Professionals.

We are seeking to appoint an enthusiastic, dynamic, forward-thinking and highly motivated individual with golf related and business/management qualifications and background. The successful candidate will enhance and complement the team profile, managing and delivering on these prestigious and highly successful golf related programmes.

Although you will deliver primarily to students undertaking our golf programmes you may be expected to deliver across a range of business and management subjects across a variety of programmes. Delivery will be required through a variety of teaching media, including online, video-conferencing, face to face. The ability to deliver practical golf skills sessions is essential. The successful applicant will be involved in the development of teaching materials and may take on a student support role in addition to lecturing duties. You must be able to communicate with and motivate our students to enable them to realise their potential. You will be a strong rolemodel for young people.

Ideally, you will have a teaching background but, if not, you must be willing to work towards appropriate teaching qualifications, for which you will receive support.

You will possess, ideally, an honours level degree in a Business/Management discipline or other appropriate subject area, and provide evidence to demonstrate strong ability and experience in a golf related field. Current and relevant experience within the golf industry is essential.

Informal enquiries about the position can be made to Alan Fleming at alan.fleming@uhi.ac.uk To apply: please go to www.northhighland.uhi.ac.uk/staff/vacancies to find out more and to download an application pack.

Closing date: 9.00am, Monday 20 August 2018

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www.pga.info

S I T U A T I O N S Golf Development Professional Sherfield Oaks, Golf and Country Club, Hampshire

Sherfield Oaks, part of the Crown Golf Group, has a strong customer base and is well situated. Facilities include 36 holes, driving range and short game area. Crown Golf have re-defined the role of the Golf Professional with the introduction of a new position - Golf Development Professional (GDP). In a move designed to return the club professional’s role to its true purpose, the PGA Professional is released from everyday operational tasks which limit the ability to engage and spend time with our customers.

A self-employed position with great earning potential made up of performance payments, commissions and coaching, designed to introduce new golfers and provide a first-class service.

The opportunity includes: • Coaching, including one to one lessons, adult groups and junior academy; • Support through academy management software GLF.LOCKER, and marketing; • Equipment provided such as SkyTrak with iPad; • Performance payments.

Qualities and attributes required: • You must love engaging with customers, have a passion for coaching and be well organised; • A team player working with the company’s management team to create, engage and retain customers; • Have a ‘can do’ attitude; • Good IT skills.

To apply contact Rob Spurrier, GDP Lead at: r.spurrier@crown-golf.co.uk by 27th August.

V A C A N T Head Professional Brough Golf Club invite applications for the position of Head Professional due to the retirement of our long serving Professional.

Applicants must have previous experience in providing high quality golf services and of working in, or managing a retail environment within the golf industry. The successful candidate must be a self-motivated high achiever with excellent interpersonal and organisational skills. Effective communication and presentation skills are essential as the role requires working closely across all departments of the golf club.

Key responsibilities include: • Establishing and operating a well-stocked, attractive shop to meet the needs of members and visitors.

• To develop tuition programs and deliver high quality individual and group coaching to members, juniors, guests, and other interested parties.

• Proactively working in the attraction of visitors and the retention/ recruitment of club members.

• Working closely with the General Manager/Board of Directors on strategies covering all aspects of golf operations Inc. sales and marketing and income generation.

• To work with the General Manager to deliver a high standard of support in golf operations, including organising and running tournaments, monitoring tee sheet activity and handicapping records.

For more information, and to request an information pack, please email Richard Jagger manager@brough-golfclub.co.uk Visit: brough-golfclub.co.uk Closing date for applications, Monday 31st August 2018

HEAD PROFESSIONAL THE ADDINGTON GOLF CLUB, SURREY The Addington Golf Club is part of The Altonwood Group that own and operate five courses in Surrey and Kent.

Situated just 13 miles south of London The Addington was designed by John Frederick Abercromby and founded in 1913. It is, without doubt, one of the finest courses in South East England and is now ranked 27 in Golf World’s Top 100 Courses in England.

A new clubhouse facility is planned for the club along with continued course improvements, helping to make The Addington a truly world class facility.

We have a fantastic opportunity for a commercially minded, ambitious PGA Qualified Professional to join our Group and head up the Pro Shop team at The Addington and assist us in achieving our lofty aspirations for the club.

Key responsibilities include: • Developing and delivering the club’s golf operations • Taking personal responsibility for excellence in customer service • Management of all aspects of the golf shop operation • Provide first class coaching for members and visitors alike • Working closely with the General Manager on strategies covering all aspects of golf operations including sales and marketing and income generation • Organising and administering golf competitions (club, corporate, society) In return we offer an excellent package comprising retainer, commission and the retention of all teaching income.

If you would like to apply for this position please email: hr@altonwoodgroup.co.uk CLOSING DATE 31.08.18

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

Cowdray Park Golf Club, W Sussex PGA Trainee Assistant Professional

This an exciting new role at Cowdray, supporting the Director of Golf in delivering a world class service to members and visitors. Working as part of a team, your primary focus will be to ensure the smooth operation of the Pro Shop, as well as assisting in wider golf club operations and wanting to develop our custom fitting service. You must be an enthusiastic, reliable individual with a passion for golf and a good knowledge of Golf retail. You will have the opportunity to coach and play and will need to be able to work flexibly. Please contact Tim Allen at: tim.allen@cowdray.co.uk by 31 August 18.

UK & IRELAND Woburn Golf Club, Buckinghamshire An opportunity for registered PGA Trainee/newly qualified PGA Professional to join our retail team, with an opportunity to work within custom-fitting and coaching. Applications via www.woburngolf.co.uk/careers by 27 Aug. Farthingstone Hotel and Golf, Northants PGA Assistant/Trainee required at 18-hole golf course, 16 bedroom hotel with 5 bay driving range. Shop duties + great coaching potential. Plenty of opportunity to play in one of the best County PGA’s in the country. Send CV/Cover Letter to mikegallaghergolf@btinternet.com by 30 Aug. Cregboy Golf Academy, Ireland Training applicant/registered assistant required for busy driving range/par-3 course on the outskirts of Galway City. Applicant must be enthusiastic, personable and eager to learn. Plenty of opportunities to practice, play and teach. Apply by email to Michael Mulryan at info@cregboy.ie Ellesborough Golf Club, Buckinghamshire Training Applicant/1st year Assistant required. Min. 30 hours p/w shop work plus coaching opportunity. Time to practice and play. For more info send CV and cover letter to masquire@hotmail.com by 31 Aug.

Rother Valley Golf Centre is looking to recruit a fully qualified PGA Teaching Professional to join its coaching team.

The role will involve teaching both individuals and groups made up of both club members and the public and is a great opportunity to build and maintain an individual client base.

The successful candidate will need to be highly motivated, well organised and have a passion for delivering high quality coaching and developing golfers of all abilities.

To apply for the position please send your cv to info@rothervalleygolfcentre.co.uk before August 30, 2018.

Royal Guernsey Golf Club

Assistant Professional required. The role would ideally suit a newly qualified assistant or someone currently undertaking the PGA qualification.

Royal Guernsey is a friendly and very busy members club with a playing membership of 750 plus green fee players and members guests. The role will involve all aspects of the profession at this premier golf venue. Busy coaching programme and retail outlet. Attractive package available with on site accommodation. Position commences October 1st 2018. Please send covering letter and CV via e-mail no later than August 24th to Phil Sykes at: phil@golf.gg Catterick Golf Club, N Yorkshire Trainee/registered assistant required to join the new club Professional in developing a first-class business. Applicants should be self-motivated, enthusiastic with a passion for the game. Flexible rota allowing plenty of time for playing and coaching. For more info contact Catterick GC or email CV to robstansfieldgolf@icloud.com

Windmill Golf and Leisure, Bristol Qualified PGA Professional required with a passion for coaching at our busy stateof-the-art floodlit golf and leisure facility. 18-hole, par 3 course currently under Wells Golf Club, Somerset construction. Applications with CV to: adriansmithpgagolfprofessional@gmail.com Enthusiastic PGA Assistant/Trainee required at 18-hole course with floodlit range by 28 Aug. and simulator. Knowledge of golf retail is beneficial. Great teaching potential through developing the women’s and junior sections. Send CV and cover letter to: Richmond (Yorks) Golf Club jackheginbothampga@gmail.com by 31 Aug. PGA Assistant/Training applicant required. All golf operations covered, min.

30 hours giving ample time to play/teach. Excellent training, development and Leatherhead Golf Club, Surrey career progression. Ideal candidate should have golf knowledge, a team player with Registered Assistant/Trainee required to support the Head Professional. Primary a passion to deliver excellent customer service. Cover letter and CV to focus will be to ensure the smooth operation of the Pro Shop and assist in wider danhood9@hotmail.co.uk. Start date 1 Sep 18. golf club operations. Opportunities to coach and play with flexible shift patterns.

Contact Michael Lowe, Head PGA Professional (michael.lowe@playgolfworld.com) Cowdray Park Golf Club, West Sussex Exciting new role for 1st/2nd year PGA Assistant, supporting the Director of Golf with CV by 31 Aug. in delivering a world-class service to members and visitors. Must be an enthusiastic, OVERSEAS reliable individual with a passion for golf and good knowledge of golf retail.

Desert Springs Resort, Spain To apply contact tim.allen@cowdray.co.uk Golf Operations Manager opportunity at leading Spanish Resort. Responsible for Forest Park Golf Club, York golf department inc: all financial responsibilities, golf operations performance, Assistant Golf Professional/Training applicant to join expanding team at York’s only business development, marketing, organising events/competitions, membership 27- hole Golf Course. Must have excellent customer care and communication skills liaison and administration and coaching. Ideal candidate must be PGA member and be smart in appearance. Opportunities to work in the shop, play and practice. with 5 years’ experience. To apply email: scc@almanzora.com by 31 Aug. Please call Mark on 01904 400425.

Michael International Golf Academy, Shanghai Tidworth Garrison Golf Club, Wiltshire Teaching professional required. Suitable candidate will be PGA qualified, possess a Training applicant/registered assistant required to join the professional team Bachelor’s degree, self-motivated, good communication skills and positive attitude. at this suburban private members golf club. Must be enthusiastic with good Passion for high quality work, an eagerness to learn and improve and be amenable communication skills and a passion for delivering a great customer experience. to different cultures. For more info send your CV to: michael@mgolf.com.cn Email CV and cover letter to mboscott@tgigolf.com by 31 Aug. Durham City Golf Club, Co Durham Assistant Professional/Training Applicant required at a vibrant, busy club. Successful applicant will be involved in coaching our new Junior Academy and Custom Fitting in our Indoor Studio. Flexible working hours on offer. Good interpersonal skills and motivation are essential. Contact Tom – glga@hotmail.co.uk

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The Track, Meydan Golf Academy By Troon, Dubai Seasonal opportunity for driven/sales-orientated Teaching Professional at busy 9-hole floodlit golf course in Dubai to deliver a high volume of golf lessons from Sep 1 to June 2019. Must be fully PGA Qualified. Contact mark.jones@meydangolf.com by 19 Aug.

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