The PGA Professional - February 2018

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

THE WAY FORWARD Survey results revealed at regional meetings

PERFECTING YOUR PERSONAL BRAND SWING STUDIO SUCCESSES Driving revenue through technology

IT’S SHOWTIME STATESIDE! Full report from the PGA Show

Volume 14 Issue 2 February 2018

M A G A Z I N E

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T I T L E

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F E B R U A R Y

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CONTENTS The

Professional

18 The Way Forward

Survey results revealed at regional meetings

Editor: Jane Carter

23 It’s Showtime Stateside

A full report on the PGA Merchandise Show

PGA News and Features: Steven Carpenter (steven.carpenter@pga.org.uk); Adrian Milledge (adrian.milledge@pga.org.uk) Coaching: David Colclough Marketing: Antje Doel Contributors: Angela Youngman, Phil Barnard, Adam Murray, Lee McLaughlan; golfbreaks.com Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Kelly Lewis (kelly.lewis@pga.org.uk) Photography: Getty Images, Adrian Milledge Design: Tim Hack Sub-Editor: Grahame Anderson 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.

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

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F E AT U R E S

THE OFFICIAL PGA MEMBERS’ MAGAZINE

40 Driving Revenue Through Technology

Planning the perfect swing studio business INSIDE THE PGA

4 This Month From The Chief Executive

Improving the personal and professional lives

of PGA Members

6 PGA News

News from the PGA and the wider golf industry 57 Coaching Opinion

Does the PGA swing still exist?

57

59 PGA Member Benefits 62 Employment Opportunities

All the latest vacancies

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R E TA I L I N G

26 It’s In The Bag

The latest trends in golf bags 30 Trade News

The latest new products and people on the move 36 Retail Watch

Things to do in February and lessons from Amazon 38 Fashion Focus

From the golf course to the bar

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T R AV E L

44 Travel Business

How to turbo charge travel revenue 46 Terrific Turkey

Perfect for a golfing holiday 48 Top 5 Picks For PGA Members

From the Golfbreaks team MARKETING

50 Building a Personal Brand

The power of you, the PGA Professional THE WAY FORWARD

53 The Power of Social Media

The first in a series of articles on how to maximise

Survey results revealed at regional meetings

PERFECTING YOUR PERSONAL BRAND SWING STUDIO SUCCESSES Driving revenue through technology

IT’S SHOWTIME STATESIDE! Full report from the PGA Show

your social media presence

Volume 14 Issue 2 February 2018

Front cover: Robert Maxfield, Chief Executive, at a regional meeting

The PGA Professional

| February 2018

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

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THIS MONTH FROM THE CHIEF EXECUTIVE

W

e have just completed our Regional Meetings and I would like to take this opportunity to thank those of you that attended. For those that were unable to attend, I would like to summarise our discussion.

Since taking over as Chief Executive last April, the Board, myself and my direct team have been focusing on our vision “to improve the personal and professional lives of our Members”. We have been developing and implementing plans that will help us achieve our objective of “being a 100% Member facing organisation” that provides increased support to you, our Members.

Progress to date on some of our key plans includes:MEMBER BENEFITS You currently have a number of benefits which include course courtesy, exclusive car deals and complimentary tickets for the Ryder Cup and Open Championship. We have now agreed a number of additional benefits that we will be introducing and communicating to you in the coming weeks. These benefits include, discounts with major retailers and cinema tickets.

MEMBER SUPPORT We have a Regional Secretary assigned to support each Region. Historically, the Regional Secretaries have spent high proportions of their time delivering playing opportunities within their Region. The reality is that whilst competing remains important, the majority of our Members do not often engage in tournament activity. As a consequence, we are re-defining the role of the Secretaries to assist them in providing wider support to the Members within their Region. To reflect this change their title has been changed to Regional Manager. There will be a new member of staff assigned to each Regional Manager to assist in the delivery of tournaments schedules.

OVERSEAS MEMBER SUPPORT We now have more than 1,600 PGA Members working in 80-plus countries around the World. Taken as a whole, there are more Members working overseas than 4

in any other Region. The PGA has never provided a dedicated support for overseas Members and that will change. In the coming months a Regional Manager will be appointed to support the overseas Region.

Last year we hosted the first ever overseas Members event at Laguna Phuket in Thailand. The event was a great success and will be repeated again later this year.

In addition, we will also be holding an event in Europe. Dates for both events and the European Venue will be announced in due course.

DEDICATED EMPLOYMENT SUPPORT We have PGA Members occupying in excess of 50 different and diverse roles within the Industry. Joe Kelly has done a very good job providing advice and support to Members - however, we recognise that Joe cannot continue to do this alone. To expand this important area, we are in the process of providing a more comprehensive BRO programme to provide an increased level of support to all Members. In addition, we will recruit a member of staff who will focus on providing dedicated employment advice and support. A key focus of this new role will be to develop and facilitate an internship and secondment programme for Trainees and PGA Members.

EDUCATION REVIEW As you are aware, we have recently conducted a thorough review of our educational programmes. The entire exercise is being overseen by KPMG. Collation of the results is just about finalised and we are now progressing into the stage of detailed analysis.

One early indication worth mentioning is the need to undertake a review of our existing CPD policy. The finding supports what many of you have previously mentioned - i.e. the current system is just a points collecting exercise. It is clear that the

review has provided us with many valuable insights and in the coming months we will be in a position to establish precisely what changes we need to make to our education offerings to ensure that our programmes are fully aligned to employment and career requirements within the Golf Industry.

You can see an initial summary of key findings from the review on page 18.

MEMBER SURVEY As we focus our efforts on providing more support, we felt it important to carry out a Member survey to obtain a better understanding of your thoughts and needs. The exercise was conducted

by Sports Marketing Surveys and we had 3,249 returns which equates to 41 per cent of our Membership. This is considered an excellent response rate as the average return rate for this style of survey is 20 per cent.

This high level of response has provided a solid insight enabling us to move forward with confidence to provide the support you require.

You can see a summary of key findings on page 18.

Thank you for your support and I will continue to provide updates and progress as our plans develop and more information becomes available.

Robert Maxfield Chief Executive

www.pga.info

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News Reeves Awarded Top PGA Honour MARK REEVES’ diverse career as a PGA Professional and his work in golf management has helped him attain the Association’s highest honour, the status of Master Professional.

As a result, the 52-year-old joins a distinguished band including Pete Cowen, coach of 2016 Open Champion Henrik Stenson, and John Stirling, one of the founders of the modern day PGA Training Programme.

“The PGA brand and qualification has tremendous heritage and symbolises a person of proven integrity,” said Reeves, who won a cheque signed by Jack Nicklaus following his first victory as a professional in 1983. “It brings with it trust and respect from leaders and peers, and carries an exclusive status worldwide.

“It’s always nice to be recognised, and on this occasion I am humbled to join a list of industry peers I greatly respect.”

Reeves began his PGA career as head professional at Basingstoke Golf Centre, Hampshire, in 1988. He took on his first golf club management position at nearby Dummer Golf Club. On turning 30, Reeves decided to move abroad and worked at Hong Kong Jockey Club for the next 13 years.

A corporate role with the Haichang Group followed in 2008. He is currently director for the BRG Group in Vietnam, heading up its golf and property sectors as well as PR and marketing. Reeves has also worked with some of the world’s leading golf course design firms, helping in the creation of 14 courses, including two in Hanoi and another in Danang.

He also played a key role in the opening of Vietnam’s first Jack Nicklaus Golf Academy, and endeavours to employ PGA Professionals whenever possible.

David Colclough, head of coaching and sport science at The PGA, commented: “It was recognised by the APAL Council

Mark Reeves

that Mark has had an outstanding career to date in the business management of golf, in particular across Asia. Here, he has clearly gained the trust, and received the recognition, of a range of international and local business leaders alike.

“His career path demonstrates once again with a PGA qualification behind you, the world is your oyster. Continuing to develop skills sets after you qualify can lead to great things.”

Other recent APAL Council recommendations to the Board of Directors are: Advanced Fellow: Gillian Burrell (Carr Golf Centre) and Dylan Ross (Dylan Ross Golf).

Fellow Professional: Johnny Foster (Greenacres), Tom Gillespie (Kendleshire), Mark Henderson (Golftec SE Asia), Neil Holman (Torbay), Richard Hughes (Coalville), Noel Rousseau (Wycombe Heights) and Russell Warner (Heidental).

Advanced Professional: Gavin Abson (West Lancashire), Thomas Davies (Golf Arena), Ben Emerson (Bowood Hotel), Alan Fleming (University of Highlands), Scott Graham (Montgomerie), Christopher Hattersley (Kingsway Golf Club), Aaron Holtom (East Midlands Golf Academy), Keith O’Neill (Sligo Golf Club), Stuart Smith (Thetford Golf Club), Darren Turner (Ingrebourne), James Verrall (Haywards Heath).

Notice of Annual General Meeting NOTICE IS HEREBY GIVEN that the Thirty-Third Annual General Meeting (the “Meeting”) of The Professional Golfers’ Association Limited (the “Company”) will be held in The Triumvirate Suite, Ping House, The Belfry, Sutton Coldfield, West Midlands B76 9PR on Thursday 29 March 2018 at 2.00 p.m., to transact the following business: 1. To receive and adopt the Annual Report and Financial Statements for the group and parent Company for the year ended 31 December 2017.

The Annual Report and Financial Statements will be available on the Company website (www.pga.info) from Friday 2 March 2018 until the conclusion of the Meeting. The documents can be found on the members’ area of the Company website www.pga.info - log in then go to Information and Resources. If you have any difficulty accessing the website, or require a hard copy of the documents ahead of the meeting, please contact Emma Hadlow on 01675 470333.

Information on how to appoint proxies will also be available on the Company website from Monday 26 February 2018 until the conclusion of the Meeting. This information can be found on the members’ area of the Company website www.pga.info - log in then go to Information and Resources - AGM. Registered Assistant Professionals are permitted to attend the Meeting but are not entitled to vote.

By order of the Board Robert Maxfield, Company Secretary, 12 February 2018

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www.pga.info

Pros urged to enter Golf Foundation awards

Saunton To Host Revived English PGA Championship SAUNTON GOLF CLUB will stage professional golf again when the English PGA Championship returns to the Association’s tournament schedule in 2018 following an eight-year hiatus.

The North Devon club boasts two highly-rated and challenging links, the East and West. The 54-hole event will be staged on the latter from June 27-29. Saunton, dating back to 1897, has a rich history of hosting championship golf including the PGA Club Professional Championship in 2002. They also organised the British Boys Championship won by Sergio Garcia in 1997.

“We are delighted to have been approached by The PGA to stage the newly reformed English PGA Championship, especially as it’s an event that has not been played for eight years,” said Russell Mayne, general manager at Saunton.

“To have the top English PGA Professionals play over the West Course will be an absolute thrill. After all the enhancements made to the course during the winters of 2016 and 2017, it will be interesting to see how the players will cope with the changes.”

Home of PGA Cup-winning captain Albert MacKenzie, Saunton will provide a testing examination of the 144 players vying for a portion of the £30,000 prize fund. The English PGA Championship also promises to provide one of the strongest fields of the season, with exemptions for members of the 2017 Great Britain and Ireland PGA Cup team and all past Great Britain & Ireland Ryder Cup players.

Places have also been made available for last five PGA Professional Championship winners, as well as PGA Assistants’ champion Matthew Fieldsend. The top five players from each of the seven PGA Regional Orders of Merit have also been given exemptions. All other places will be determined by seven regional qualifiers, while PGA Cup captain MacKenzie has also been offered a spot as the host club’s PGA Professional.

“National events should be deserving of worthy winners and that’s what Saunton will provide us with next June,” MacKenzie said.

“As a club, we have hosted many prestigious events since the 1930s, and we feel honoured to be able to add the English PGA Championship to our portfolio.”

Regional qualifying events for the English PGA Championship will take place at Clandon Regis, Lingfield Park, Ilkley, Robin Hood, Chipping Sodbury, Marriott Worsley Park and Ely City.

The PGA Professional

| February 2018

PGA PROFESSIONALS are being encouraged to put their names forward as candidates to win a prestigious Golf Foundation Presidents’ Award.

The Golf Foundation is a national charity helping young people enjoy the playing and personal benefits of golf. This is all done through its HSBC Golf Roots programme in schools, golf clubs and communities.

Nine awards will be presented during the annual ceremony at Wentworth Club on the eve of the BMW PGA Championships in May. The most prestigious honour is the Sir Henry Cotton Award, presented for outstanding service in the development of young golfers over a sustained period of time.

Five PGA Professionals were honoured last year, including Peter Ball who had cause for a double celebration. Having just been made a PGA Master Professional, Ball received the Burroughs Award for his work with the Sheffield Inclusive Golf Project.

Hatchford Brook Golf Club’s Aaron Lansberry won the Mackenzie Award, with the Sinclair Award going to Mark Edgar for transforming the junior section at Horton Park Golf Club. Huw Williams and Steve Stiller completed the quintet of PGA winners, claiming the Bonallack and Critchley Awards respectively.

In addition to PGA pros, golf lovers are being urged to nominate people who happily give their time to support the charity’s national HSBC Golf Roots programme.

The closing date for nominations is Friday 23rd February, 2018. For more information or to download an application form visit www.golffoundation.org/about-us/presidents-awards

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News PGA Professionals Offering ‘Healthy Alternative’ MANUFACTURER OF HEALTHY SNACKS, The Primal Pantry is to become a PGA Official Supplier. Their natural food products will soon be on the menu at golf clubs across the country, helping to rid the world of processed foods.

They make and sell the UK’s first raw, vegan, gluten free and dairy free paleo bars; made with just three to eight real food ingredients. There are no preservatives, colours, refined sugars or any other nasties.

There are currently five energy snack bars to choose from and four highprotein energy ones. The high protein range is fortified with hemp, a plantprotein containing all the amino acids you’d expect to find in a chicken breast.

Unlike most plant-protein, it matches the nutritional profile of animal protein.

As part of the three-year agreement with The PGA, golfers will be able to purchase Primal Pantry snack bars in club shops across the UK and Ireland. Primal Pantry will also be looking to support several regional tournaments over the next three years, by providing its latest products to PGA Members.

The brainchild, nutritionist, marketer and ‘mumpreneur’, Suzie Walker explained: “We wanted to give players more choice when it comes to what is available to them after a round of golf. We’ve found having spoken to people who play the sport, their only choice seemed to be chocolate bars or a packet of crisps.

“People are becoming more active in various parts of their lives. As a result they’re moving away from selecting sugar-laden products, like chocolate bars and energy drinks, to those based on real food ingredients.

“This partnership is about opening up a new market.

Hopefully we can attract the players that weren’t buying anything, because there was nothing healthy for them to choose from. Our products give golfers more choice when it comes to choosing suitable snacks before or after a round.”

Walker, who founded The Primal Pantry has an immense passion for real food, and created her first healthy on-thego snack in 2013. It was in response to a growing market 8

(Left to right) Ben Theobald (International Marketing), Suzie Walker (Founder), Dominic Maxwell (Sales Director) and Abbie Tuttle (Marketing).

with an increasing demand for products free from dairy, gluten, sugars, soy and overly processed ingredients.

The first bar was made simply with some dried fruit, nuts and a blender. Just months later The Primal Pantry had launched three energy snack bars, soon extended to five, including more recently, a super-food bar with acai berries and mix of super-seeds.

All of The Primal Pantry’s bars are gluten and dairy-free and vegan friendly.

Hamish Ferguson, executive director – property and commercial at The PGA, added: “We’re delighted to announce this exciting new three-year partnership with The Primal Pantry. Suzie’s passion for producing healthy on-the-go snacks is there for all to see, and we’re keen to help push The Primal Pantry into the sporting market as their demographic moves towards golf.

“It will provide our PGA Members with another way to help maximise revenue while offering a healthy alternative in their club shop.”

To find out more information about The Primal Pantry visit: www.primalpantry.com

www.pga.info

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R E G I O N A L

N E W S

North

Sale Joy For Jackson

Girl power: John Jackson at Ashton on Mersey High School where pupils received Sale Golf Club certificates.

JOHN JACKSON wasted no time moving from Scotland to Cheshire last Spring to become manager of Sale Golf Club.

The PGA Member quickly realised action was needed to prop up the dwindling junior section. “Only three youngsters would turn up regularly to play in our Sunday junior competitions,” he recalled.

Since then Jackson has not only introduced a development plan at the club, but embarked on a mission to introduce himself to local schools to persuade children to take up the game. The initiative has continued to flourish and now 1,000 youngsters across the Trafford area have swelled the numbers.

Ireland

Burrell Becomes Trailblazer IN AN HISTORIC BREAK with tradition, Gillian Burrell, has taken over the reins as PGA in Ireland Captain. The 55-year-old, born in Athy, Co Kildare, succeeded Joe Frawley at the AGM, becoming the first woman to hold the post.

“I never had any aspirations to pull on the captain’s blazer,” said Burrell, who was recently awarded the status of PGA Advanced Fellow Professional.

“It never dawned on me, and I nearly crashed the car when Joe Frawley rung me to ask me last year.”

Burrell played her amateur golf at Athy and Royal Curragh Golf Clubs, and represented Ireland at junior level.

Currently based at the Carr Golf Centre, Burrell actually started her career as an assistant working for Ciaran Monaghan, at the same venue some 27 years ago.

Glover Back To Golfing Roots JAMES GLOVER has returned to his Yorkshire roots after a successful nine-year incumbency as PGA Professional at Surrey club Queenwood. But his new role takes him out of the shop and into the office as general manager at Hallamshire Golf Club, one of the most prestigious in the county. He told us: “I started my career as an assistant at Rotherham Golf Club and I have always sought to work at premier venues. We want to make Hallamshire a special place which stands head and shoulders over the rest of clubs in the area.”

The PGA Professional

| February 2018

Gillian Burrell becomes the first women to become PGA Ireland captain.

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R E G I O N A L

PGA Credentials Key To Success

N E W S

Midlands

The new General Manager at Wharton Park Golf and Country Club, Worcestershire, Simon Joyce, has attributed qualifications run by The PGA and GCMA as being key to his career progression.

Joyce has recently moved to the club near Bewdley, after spending a decade as golf operations manager at Lichfield Golf and Country Club in Staffordshire. Both facilities are operated by The Club Company, and Joyce had no hesitation in making the short journey across the Midlands to take on his new role.

“I was absolutely delighted to be offered the position,” he said. “Both the PGA director of golf and GCMA management diploma qualifications, which I’m currently undertaking, have been hugely important in helping me get on.”

Scotland

Buchanan Big Hit In desert Tom Buchanan in action at the Abu Dhabi HSBC Championship.

West

Tim McSherry

McSherry Stepping Down TIM MCSHERRY is stepping down as Head Professional after 24 years at Yelverton Golf Club at the end of March.

Although only 56 he is settling for a quieter life, but will continue his refereeing as a member of the PGA rules panel. The highlight of his officiating came last year, when chosen as one of the PGA rules officials at the US PGA Championship at Baltusrol.

As a former Devon Open, West Professionals champion and county order of merit winner he will remain an enthusiastic supporter of the Devon Alliance and county PGA.

North TOM BUCHANAN took a step into the unknown when he swapped Duddingston for the desert six years ago. After starting as golf operations supervisor, the Stranraer man is now the head professional at Al Ain Equestrian, Shooting & Golf Club in the United Arab Emirates.

He’s also got married in that time, become a father and now has a golfing tale he’ll be more than happy to look back on in years to come.

A reward for winning a qualifier for UAE PGA Professionals, Buchanan teed up alongside world No 1 Dustin Johnson, Rory McIlroy, Justin Rose, Henrik Stenson and Matt Kuchar in the $3 million Abu Dhabi HSBC Championship.

That treat came in the week of his 38th birthday and, though missing the cut after rounds of 74 and 75, it was no wonder Buchanan described it as an “incredible experience”.

Two bus loads of Al Ain members made the journey for the second round, sending loud roars across the course as Buchanan birdied three out of four holes at the start of his back nine.

“I have absolutely no regrets whatsoever coming out here,” he admitted.

“I’ve been very lucky”.

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Booth homes in on Outlane job ROBERT BOOTH is making a fond farewell to Crosland Heath Golf Club to take up the role of head professional next month at Outlane, a few hundred yards down the road from his home.

“It’s where I started to play as a youngster so when the job was offered to me it was a no-brainer,” he said.

Booth, 33, who won the Yorkshire Open last year, has taken over from Dave Chapman who was professional for 30 years and retires at the end of this month. www.pga.info

The PGA Professional

| February 2018

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www.pga.info

News and opinions from the world of golf

Handicap changes come into force THE ADVENT OF 2018 saw new handicap changes come into force having been unveiled in October last year. These were devised to tie in with the proposed introduction of the World Handicap System or WHS. The key changes: RETIREMENT OF CLUB AND DISABILITY HANDICAPS The introduction of a new Category 5 for men and Category 6 for women, now allows for a maximum handicap of 54, replacing Club and Disability handicaps. The Upward adjustment for all categories will remain at 0.1. Downward adjustments for Net Differentials below Buffer Zones will be 0.5 for Category 5 and 0.6 for Category 6. It means Handicap Committees can increase handicaps above the current limits of 28.0 and 36.0. They will also increase above those limits automatically as a result of Buffer Zone returns in Qualifying Competitions, and Supplementary Score submissions.

SUPPLEMENTARY SCORES A relaxation of the rules now allows an unlimited number of score submissions per year, and the removal of the

restriction of one per week. The restriction on Category 1 players will remain in place.

MIXED TEE COMPETITIONS There’s a reinforcement of the single CSS Adjustment Calculation. Having a single CSS adjustment for two or more competitions will provide a more equitable value, when one of the competitions has a very low number of players. To overcome the technical IT implementation issues, an agreement has been reached to enter all scores into a single competition, as a single CSS Adjustment Factor is calculated. There’s also a facility within the software to allow the results to be separated for each group of competitors.

NINE HOLE COMPETITIONS There’s the introduction of both nine-hole Medal and Open Competitions. For handicap purposes, the nine-hole Medal scores will be converted to Stableford, appearing in this form on the players handicap record.

For a full update of all the changes visit: www.congu.co.uk/congu-changes-2018/

Card fees scrapped under new EU laws Golf pros and clubs will have to bear the brunt of credit and debit card charges because of scrapped fees as a result of new European Union laws.

Under the changes, businesses can no longer add charges for transactions linked directly to payments via card. The fees ended on January 13, and will remain law post Brexit. The UK government has also gone a step further by closing a loophole for charges through linked payment methods, such as PayPal and Apple Pay. There could also be a wider impact for self-employed PGA professionals as HM Revenue and Customs, has stated it will no longer accept personal credit cards for tax payments. This is on the grounds it can no longer pass on bank charges for processing and it would be ‘unfair, to load the cost onto the general taxpayer.

The PGA Professional

| February 2018

15

Golf Taking Stock Of ‘Boring’ Tag

Iain Carter

THERE ARE SO MANY THINGS that are great about golf - in particular the health and social benefits, but not when it comes to sitting on the sofa with the TV remote control.

The year kicked off with a survey putting golf at the top of the list of the most boring sport to watch on TV. But then few sports shown on the box fared well in the YouGovOmnibus questionnaire. The PGA Professional spoke to BBC Golf Correspondent Iain Carter to get his views on the survey, and the strides made to enhance coverage.

“I think it’s disappointing when a survey turns up results such as this,” he said.

“Personally, golf isn’t boring but the fact it’s on TV every week of the year may go some way to explaining this. To the non-golf fan, it’s difficult to explain the different tournaments, while the nature of sport – any sport – is it goes through periods where sometimes there is very little happening.

“As golf is over four days – and not say 90 minutes like football – it has time to build up to the drama at the sharp end of the tournament. The findings have been a discussion point and the players I spoke to were disappointed to hear about the survey, as it’s not an accurate reflection on the way golf is.

“Golf does face a challenge in bringing in new fans to the game and broadening its appeal. As a sport it does need to take heed of this survey and the European Tour, under the leadership of Keith Pelley, is looking at new and exciting ways to promote the sport.

If you also look at the coverage, Sky provide all the coverage here in the UK. They have made strides to make the game more understandable and interesting to non-golf fans, and have brought in new innovations along the way to achieve this.

“In the US, it’s a very competitive market as golf is shown by CBS and NBC, who split coverage between them week in, week out and then Fox covers the US Open. In this sense are all competing to be the best, and so each of them are driving innovation in coverage.

“I see my golf live from the venue, and I know that golf isn’t boring – and when you’re doing it for radio, you have to capture that excitement.”

IAIN’S TOP TV MOMENTS 1 – 1999 OPEN CHAMPIONSHIP AT CARNOUSTIE “The Jean van de Velde meltdown is one of those stand-out moments of sporting drama. I don’t know how long the hole took to play and this was about much more than just hitting a golf shot. This was someone laying bare their full personality and dilemma in front on millions. It was full of drama and emotion, and there is no way anyone watching could switch that off.”

2 – DUEL IN THE SUN “I was watching this as kid on TV this nurtured and confirmed my love of the game.

It was such a brilliant standard of golf between Tom Watson and Jack Nicklaus, but it was more about the intense rivalry and the absolute mutual respect shown by both of them. It was what made golf my favourite sport, and that was through watching it on TV.” 16

Movers and shakers

NIALL FLANAGAN The founder of golf club consultancy Club Inc, Niall Flanagan has ended his 30year association with the sport to take up a newly-created role with Premier League outfit Tottenham Hotspur. The lifelong Spurs fan, will be executive manager of One Hotspur, a luxury lifestyle club. Formerly a tournament director at the PGA, Flanagan’s career in the industry also includes roles at Wentworth, Celtic Manor, St Andrews Links Trust and Loch Lomond as well as spells overseas.

DOUG GREEN Club Inc, which he launched in 2011, will now be managed by Doug Green.

ROB CORCORAN Rob Corcoran, former account director at Tee Off Times has returned to the golf industry after a spell in the private education sector. The ex-Royal Naval officer has joined The Revenue Club, a specialist revenue management service helping golf courses realise the potential of operating effectively online.The Revenue Club was founded in 2017 creating and delivering effective digital strategies for golf courses. www.pga.info

Debate On ‘Distance-Reduced’ Golf Ball Heats Up GOLF’S GOVERNING BODIES are facing up to the question of how to resolve the ‘distance debate’ which looks one of the major talking points of 2018. Both the United States Golf Association and Royal and Ancient face the prospect of introducing rules and regulations for ‘reduceddistance’ balls. In an interview with the Wall Street Journal, USGA Executive Director Mike Davis said: “The reality is this is affecting all golfers and affecting them in a bad way.

These courses are expanding. All it’s doing is increasing the cost of the game. The impact it has had has been horrible.”

It has now become an issue because not only is it rendering ‘shorter’ courses nigh on obsolete, but the number of big hitters is also increasing. Davis was adamant in his interview courses were looking to overcome this by extending, but that this had financial and environmental issues that weren’t sustainable. Also, rewind 22 years to when a certain Tiger Woods made his début, statistics show not one player on the PGA Tour averaged over 300 yards.

Last year there were 43.

But when witnessing the likes of world No 1 Dustin Johnson and Rory McIlroy thundering balls upwards of 400 yards off the tee, advances in other golf technology, coaching and sport science must also be taken into

consideration. Any changes to the rules concerning golf balls will not just affect the rest of the professional realms, but also your Sunday morning golfer out for 18 holes at their local club. This is one of the major dilemmas facing both organisations. Are they prepared to break this holiest of golf grails and formulate a set of rules for elite players, and a different set for the millions of regular golfers?

Secondly, what is the view of the manufacturers? They produce millions of balls to rigid specifications laid down by the USGA and R&A, who meticulously test each brand and ball before it gets given the green light to go on the market. And let’s not forget – the tag lines for these products always revolves around getting more distance for your buck. As for world No 1 Johnson, speaking to the BBC at the recent Abu Dhabi Championship, he failed to see the need to start tampering with rules.

“Whatever they decide to do it doesn’t really matter,” said Johnson. “If the ball is limited then it is going to limit everyone. I’m still going to hit it that much further than I guess the average tour player.”

Spain still top destination for golf tourism

BRITISH AND IRISH GOLFERS continue to be one of the biggest contributors to international golf tourism according to the latest annual survey from the International Golf Travel Market.

The survey, now in its fifth year and conducted by Sports The PGA Professional

| February 2018

Marketing Surveys, revealed 66 per cent of British and Irish golfers questioned took an overseas golf holiday.

This is two per cent more than German golfers, and considerably more than Swedish or French golfers. A review of the most popular overseas destinations had Spain at the top of the pile for all four nationalities.

They found 41 per cent in the country were Swedes. A third of British and Irish golfers chose Spain as their top choice with Portugal second on their list. Ireland was the third most popular destination.

Group sizes have steadily fallen since the first survey, but the largest groups continue to be the Brits and Irish with the average party size of 6.7 people. By comparison French groups are the lowest at 4.2.The survey also carrying a heavy focus on the French market as it prepares to host this year’s Ryder Cup, was completed by more than 10,000 golfers from across the UK, Sweden, France and Germany. All had played at least 10 rounds.

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M E M B E R

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The Way Forward

n outline of the results of two surveys commissioned by The PGA towards the end of last year were presented to Members who attended this month’s Regional Meetings. One, conducted by KPMG, reviewed the Association’s education programme; the second, an online survey by Sports Marketing Services INC. (SMS), canvassed Members’

views on a variety of topics. The findings of both are covered in this report.

In the September issue of The PGA Professional Robert Maxfield outlined The PGA had engaged KPMG to complete a review of our education programme.

The aim was to help it ‘take stock’ of the programme at a broad level and help ensure it remains relevant and fit for the industry.

The review considered the courses for our Assistants in training and the Continuing Professional Development (CPD) offering.

KPMG held almost 200 hours of discussions with nearly 80 people including PGA Members and members of the wider golf industry, including Assistants in Training, recent graduates, PGA Tutors, Training Professionals, PGA partners and the Home Unions. The discussions covered the views of each person across several areas, asking for examples and clarifications to identify key themes.

KPMG used the findings of the discussions to help The PGA form the education related questions in the 2017 Members’ survey.

KPMG identified three important themes that apply to all aspects of our education programme. They also identified some more specific findings across many areas.

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KEY POINTS The PGA should be bold and a leading organisation in golf – There is a huge amount of

respect for PGA Professionals. Discussions highlighted PGA Professionals are an essential part of the game and their organisations. There appears to be a demand for The PGA to take more of a lead in the golf industry, perhaps with the inference that we have not done so in the past. This is both an opportunity and a challenge but one we think will elevate the status of PGA Professionals even higher.

PGA professionals work in a wide variety of roles – The Members’ survey highlights 17

per cent of members have a primary role in management and a further 11 per cent work in the wider golf industry. Even within the more ‘traditional’ club professional role, the amount of duties is ever increasing. There are many areas where our education offering needs to be broadened to account for these changes.

The PGA teaches theory better than practical application – PGA Professionals are

generally well equipped with the theory to be an effective part of the golf industry, but this does not always translate into effective practical application. Feedback suggests that tailoring coaching to each individual’s needs should be considered. For example, an accomplished player may wish to understand the technical components of the golf swing to become a better player, whereas a beginner may have other motivations such as fitness and the game’s social aspects.

In a retail setting this may include translating theoretical knowledge into its practical operation, knowing, for example, how to deal with the commercial aspects of buying.

This point is wrapped up with the skills to ‘market yourself ’ and understand your place in wherever you work.

We are now at the stage where we feel we have a the programme’s elements that are working and where changes need to be made. A detailed plan of how to move forwards is being compiled.

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broad understanding of

An attentive audience at the South West regional meeting

www.pga.info

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Robert Maxfield, Chief Executive, addresses members at the South West regional meeting, one of seven held throughout the UK and Ireland

More specific findings are: ROLES AND CHALLENGES The review identified that employers are sometimes confused as to what type of PGA Professional to recruit. There is a view it can be hard to select a candidate with the suitable skillset. This might be, for example, a club looking for a pro with a deep knowledge of running a specialist golf retail facility. Employers would like more guidance as to which PGA Professionals have this level of knowledge and skills.

The review identified that being able to play the game to a high standard can be seen as a differentiator but is often not mandatory, for example in a management role. Current PGA entry requirements stipulate a high playing standard, but the review has identified the need to consider other learning paths into different roles that do not require such a high playing standard.

Non-members in golf are keen to be associated with The PGA, not least because of the respect it’s professionals and brand commands. The review identified a number of examples of other people in the golf industry who are not PGA Members but would welcome education from the Association. They would like some type of formal link with The PGA and this is something that will be considered carefully in the future.

The PGA Professional

| February 2018

The review also identified that some PGA Professionals need more help with business related tasks. The coaching team and Business Relationship Officers have resolved several cases but there are plans to increase their number to provide even more support and help pros achieve an improved work/life balance. In subsequent stages, we will focus on ensuring our education programme provides Member support in these areas.

CURRENT ROUTES TO QUALIFY Our two main routes to qualify as a PGA professional are a Diploma of Higher Education Professional Golf PGA in Scotland and a Foundation Degree in Professional Golf Studies in other regions.

The review identified this academic level is ‘about right’. This is primarily based on such a level of education being the current ‘academic currency’. Assistants and others believe a PGA pro should be able to demonstrate a level of academia that aligns with being a professional in the industry. However, flexibility in the type of qualification is going to be considered when compiling the detailed plan.

Minor elements of the current programme could be removed or left for CPD. This is in the context of subsequent stages including a full syllabus review to ensure everything Assistants are taught is

suitable for a core programme.

Another theme coming out of the review is Assistants must ‘learn to learn’: there is a certain level of learning that goes together with the current programmes. This might include how to structure answers with appropriate references, background thinking and understanding a research paper. This is an area the Education team has already started to weave into our current programme and we will maintain that focus.

The review identified some Assistants have underestimated the course and have seen it as a playing qualification with some theory attached. Subsequent stages will focus on eliminating any confusion and ensure the nature and content of the course is provided earlier.

Links between the subject areas could be more formal given each one has grown somewhat independently. One area for improvement could, for example, be the links between coaching and technology.

This could help the transition from theory into practical application.

The review identified some have an appetite for a ‘lite’ version of the current course, perhaps including basics around coaching and retail. Any future direction in this area would have to be weighed carefully against the perception of reducing the quality of education and any impact on your status.

Technology should feature more in both content and delivery. We must ensure our education mirrors technological trends and utilises other ways of delivering education such as video learning.

SPECIALISATION The review identified a need for more specialist education in our current programme. Hence the point mentioned earlier regarding employers being confused as to what type of PGA Professional to recruit. Given the core subject areas have been found to be appropriate, the challenge is accommodating them.

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T I T L E

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THE TRAINING PROFESSIONAL The role and responsibilities of the training professional need to be clarified. Lines of communication between them and the education team need to be improved.

Training professionals are not always aware of their Assistant’s progression in the programme. In general training professionals want to be more involved in the education process. There is a suggestion that ‘train the trainer’ sessions could improve the learning experience.

A number spoken to suggested placements could form part of the current route to qualify. Where appropriate the one-to-one relationship between training professional and Assistant could incorporate placements to enable the latter to gain a wider experience. In addition, regional training hubs could be used.

The recent changes to the mentoring programme for Assistants appears to have been well received. This has meant some Assistants have reported receiving more support from their mentor than training

S U R V E Y S

professional. However, the mentor cannot replace the training professional and his or her role will be clarified and communicated in subsequent stages.

The wider industry and employers expect professionals to have lifelong learning opportunities. At present The PGA’s strong brand creates a positive perception of the CPD programme and subsequent stages will focus on ensuring that view is justified. This may include increasing the involvement of the wider industry in the delivery of courses.

We also need to make our CPD offering more accessible, including in the Members’ area of the website. In addition we must make better use of online training to reduce travel time and increase the speed in which Members can access education.

CPD The review found there is significant room for improvement regarding the CPD programme. There are good aspects, but the structure and communication of the programme needs to be considered. More specifically, the education provided by The PGA should cater for the wide range of roles its Members undertake.

Collection of CPD points has become an aim within itself, rather than a measure of the learning a particular Member has undertaken. If our CPD offering can be revamped then there may be a case to review the points system.

The review identified a clear need to ensure our CPD offering focuses on selfimprovement and business management.

Networking could also be part of CPD, thus allowing Members to learn from each other.

Future considerations The review has identified many areas for us to consider in more detail, so we can be seen as a bold leading organisation in golf.

Phase one of the review is complete and we are excited about the future of Education at the PGA. Rest assured, whatever changes are made, one thing will not change – your status as a PGA Professional will not be undermined, only enhanced.

Member Survey Results In November last year, The PGA commissioned Sports Marketing Services INC. (SMS) to complete a survey to gather the views of its Members. The first of its kind, this survey extended to 20 minutes in duration, which raised concerns with SMS as surveys of this length rarely achieve a strong response.

The PGA and SMS were therefore delighted with the response and are sincerely grateful to the 3,249 Members who took time from their busy schedule to provide their feedback. A sample size

1

of 41 per cent provides The PGA with the confidence that the views expressed are representative of the membership as a whole.

The aims of the survey were: • To gain a comprehensive overview of the current situation for PGA Members including financial, training and prospects.

• To understand better the role PGA membership plays in careers within the golf industry and how it can be developed for maximum relevance.

• To identify areas for The PGA to develop and understand how this can benefit its Members.

You will appreciate we now have a vast amount of data, which will take a number of months to digest fully and scrutinise. We are keen to utilise this data to the full extent as we look to develop our plans for the Association.

The breadth of the data prevents us from presenting the findings in their entirety, however, the key findings are:

PGA members are proud of their Association. Only three per cent are not proud to call themselves a PGA pro with just eight per cent expressing that they would not maintain their membership if it was not a requirement for their role. However, only 17 per cent of the membership frequently use the crest to promote themselves.

The PGA Professional

| February 2018

97%

ARE PROUD TO CALL THEMSELVES A PGA PRO

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The industry is changing, and it is important to adapt for PGA pros to remain relevant. More than 60 per cent head /club professionals have an influence in the business activity of their golf club. This includes memberships sales, golf club management and society sales. It is essential The PGA provides training opportunities to prepare Members for this evolving role.

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Younger Members would like a unique selling point to become more employable.

96 per cent of Members think The PGA should provide routes for Assistants to specialise in certain subjects within their education programme. Younger Members are more likely to want Continual Professional Development (CPD) opportunities that relate to business planning and management.

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CPD is the service valued most highly by the Members. Justifiably so as when scrutinised by region, the average difference in salary between A and AA Professionals ranges between £3000 and £9000. The survey, however, outlines a requirement for more accessible training using digital platforms and 63 per cent of Members believe The PGA should consider self-certification of CPD.

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Maintaining engagement with Members is important and with new platforms to communicate, it could be beneficial to explore the use of these areas. Six per cent of Members currently engage with social media communications, although 36 per cent suggested this medium was not utilised frequently enough. 72 per cent visit the website monthly or less. 21 per cent read The PGA Professional magazine with job adverts and career opportunities perceived the most relevant section.

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60%

HEAD /CLUB PROFESSIONALS HAVE AN INFLUENCE IN THE BUSINESS ACTIVITY OF THEIR GOLF CLUB

96%

MEMBERS THINK THE PGA SHOULD PROVIDE ROUTES FOR ASSISTANTS TO SPECIALISE IN CERTAIN SUBJECTS

£3-9K

AVERAGE SALARY DIFFERENCE BETWEEN A AND AA PROFESSIONALS

21% READ PGA PROFESSIONAL MAGAZINE

Playing opportunities are not the key focus for Members, being ranked as The PGA’s fourth most valuable function. After pro-only tournaments, social golf was highlighted as the highest priority with 45 per cent wanting to see more.

45%

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98%

Coaching is a key component of PGA membership and a primary area of focus for the future. 98 per cent of head/ club professionals coach; and coaching was highlighted as the highest priority for future CPD activity.

WANT TO SEE MORE SOCIAL GOLF

SAY COACHING IS THE HIGHEST PRIORITY FOR THE FUTURE

We see this survey as a huge success and the first of many engagements with Members. Subsequent surveys will not be as extensive but will concentrate on specific areas, thus allowing us to ‘sensecheck’ and modify our plans. If you wish to see the full presentation delivered to the Members at the regional meetings, this can be found within the information resources of the members’ area of www.pga.info.

Sports Marketing Surveys’ James Salmon presented the findings of the Members’ Survey which had a return rate of more than 40%

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More than 40,000 industry professionals attended the 2018 PGA Show

The future is now!

Technology dominates at this year’s PGA Show

T

he PGA Merchandise Show held annually in Orlando marks the start of the year for many in the golf industry. It’s a great barometer as to the game’s state of health and level of optimism heading into a new season. Jane Carter looks at some of the highlights and how technology is no longer the new kid on the block.

As you walked round more than 10 miles of exhibitors at this year’s PGA Show, it was hard not to feel overwhelmed by the sheer number of products, accessories, and gear- all claiming to be the season’s best-ever. Joined by more than 40,000 industry professionals from all over the globe, this year more than 225 companies exhibited at the Orange County Convention Centre over the 3 days.

As always, The 2018 PGA Show was marked by significant industry announcements and product introductions including Callaway’s new line of Rogue drivers and fairway woods with Jailbreak technology; Cobra’s all-new line of F8 drivers with Cobra Connect technology powered by Arccos; TaylorMade’s M3 and M4 drivers with new Twist Face technology to promote straight distance; Titleist’s new Tour Soft and Velocity golf balls, plus their SM7 Vokey Design wedges and Scotty Cameron Select putters; PING’s G400 Max driver, G700 irons, Glide 2.0 Stealth wedges and Vault 2.0 putter; Cleveland Golf’s new CVX wedges and Srixon’s new Q-Star Tour golf balls; among many other product announcements. Apparel companies introduced their newest fashions for upcoming seasons featuring bursts of colour and new styles, sports performance The PGA Professional

| February 2018

fabrics, classic styles, and leisurewear with sporty details.

“The 2018 PGA Merchandise Show kicked off the new season with enormous energy, strong attendance, major product launches and a renewed optimism for the upcoming year,” said PGA Merchandise Show Event Vice President Marc Simon. “In addition to making important purchase decisions for the new season, PGA Professionals and buyers took advantage of multiple business programs to connect personally with manufacturers and industry leaders to drive golf forward in 2018.”

The global golf gathering began at the PGA Show Demo Day, when thousands of PGA Professionals and invited golf retailers previewed and personally tested the newest equipment, training aids and accessories from more than 100 top golf companies at Orange County National Golf Centre. The newest products were tested within 200 hitting bays, multiple putting greens and the vendor village at the 42-acre practice facility, to create the world’s largest professional golf demo event.

Attendees then experienced a dynamic PGA Show Floor over the next 3 days, featuring interactive exhibits; hundreds of vendor show specials and promotions; plus

50 equipment testing bays at the indoor Equipment Test Centre; a centralized New Product Zone for a one-stop shopping of the newest golf merchandise; the Inventors Spotlight exhibitor pavilion for patented products not yet available at retail; the Golf Fitness, Wellness & Instruction area, with a new Adaptive Golf Centre; and numerous specialty exhibitor pavilions, concentrating exhibits in the areas of travel, technology, international exhibitors, women’s accessories and new exhibitors.

NO SURPRISES ON THE EQUIPMENT FRONT The major players continued to play their part. TaylorMade and Callaway unveiled top to bottom new line-ups that look as strong as ever. For Callaway, Rogue was the key focus with their Jailbreak technology now incorporated in drivers, fairway woods and hybrids. The name continues into the irons with 3 new models- Rogue, Rogue Pro, and Rogue X. Taylormade will focus on Twist Face in 2018- a driver technology that saw attendees queuing more than four hours to hit on demo day. It is also building on the success of the Spider putter with its variety of neck and 23

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looking to boost regular lesson income from members would do well to consider investing in their products as part of their regular lesson packages.

Greg Norman made one young fan’s day as he toured the exhibition floor

alignment aid options.

PING unveiled their new G400 Max driver and the G700 irons. They also unveiled the Glide 2.0 Stealth wedges with a new finish and a new groove and the Vault 2.0 putters.

Wilson Staff had a major presence. Their C300 line received rave reviews in the demo day media coverage as did their DUO Soft golf balls.

TECHNOLOGY RULES OK Not having attended the show for a few years, the biggest change for me was the number of exhibitors outside of the traditional equipment offerings. Technology was the name of the game as stand after stand offered data driven technology across instruction, management, equipment, or just simple recreation. Digital apps that can track your customers playing performance and share the info with your mobile device; smart systems in golf carts to show where course bottlenecks may lie; suits that tell you what parts of the golf swing are causing problems likes hooks and blocks. It all felt very ‘Star Trek’ but clearly the future is here.

Game Golf (distributed in the UK by Second Chance) impressed with their Game Golf Pro offering. A PGA Professional

The Titleist stand was as impressive as ever- but not all the focus was on the major manufacturers this year

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APPAREL AND FOOTWEAR INNOVATIONS CONTINUE Fabric technology continues to improve.

Polyester now feels like cotton and most clothes are iron free. Adidas and Callaway both unveiled ranges that disperse moisture in a way that none will see you sweat! Adidas had the largest booth with distinct displays for their three collections- Adipure, Adicross and Adiperformance.

FootJoy unveiled their new Tour S rangeas modern as they come. The popularity of the Skechers booth underpinned the growing attraction of golf footwear that takes you seamlessly from on course to off course.

GROWING THE GAME Another area that had massively expanded was products and initiatives aimed at growing the game. It is a role where PGA Professionals the world over are increasingly taking the lead and the industry is certainly keen to support them. But it’s clear there isn’t just one way to get golf to grow. The challenge continues to come up with a definition of golf and who golfers are to allow the sport to fit into everyday life. Events at golf courses that promote casual play and the app to go with them. Footwear that can be worn in the office, then the course, then the bar. Female mannequins wearing yoga pants. Modes of on course transportation continue to develop with Golfboards, product of the year in 2017 breeding more imitators every year. They have still to catch on in the ‘walking UK’ Keen to emulate the success of Top Golf, products which allow the driving range to reinvent itself were high on the agenda. Leading the way is the TopTracer Range which aims to reinvent the driving range experience. Each hitting station having its own screen for simulated rounds, Top Golf style competitions, launch monitor data gathering... look out for more popping up in 2018.

PGA MERCHANDISE SHOW PRODUCT WINNERS Award-winning PGA Professionals and top golf buyers voted for the three best new products among the merchandise displayed in the PGA Show New Product Zone.

The 2018 New Product Zone winning products were:

• Chippo Golf – fun golf game for backyard, beach or tailgate – www.chippogolf.com • Rhineland Cutlery – custom engraved cutlery sets for golf events – www.rhinelandcutlery.com • Tzu Tzu Sport – colourful apparel collection – tzutzusport.com Organised in partnership with the United Inventors Association (UIA), the Inventor’s Spotlight pavilion highlighted golf inventions not yet available at retail.

The 2018 Inventor’s Spotlight winning products were:

• Most Innovative Concept – Trans Rover, the all in one golf cart. www.transrover.com • Best Marketing Effort – Mokom Gloves, a sensitive natural touch and improved hi-tech grip glove. www.mokomgloves.com • The Pinnacle Award (Best in Show) – Impact Improver, an indoor training device for finding the sweet spot. www.impactimprover.com

The PGA Show was undoubtedly busy, but many felt lacked the buzz of previous years. It is hard to generate excitement as the number of genuinely new innovations were thin on the ground. Not surprising in an industry which has been slow to adopt other more modern business practices, it has continually tried to deliver the next big thing and the secret to that perfect swing. Perhaps luckily, they have not found it yet...

The 2019 U.S. PGA Merchandise Show is scheduled for Jan. 22-25 in Orlando, Fla. www.pga.info

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E Q U I P M E N T

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In The Bag

ome might say a golf bag is not the most sexy of items when it comes to getting equipped to play the game. It can’t propel a ball straight and true into the far blue yonder, scoop it out of a sand trap or send it unerringly towards the hole. Neither can it make a fashion statement on behalf of the owner in the clubhouse bar or, in the case of some

golf shoes, on the street. But to Adrian Milledge and millions of other golfers around the world, it’s an essential piece of kit.

into position when placed on one of our trolleys. This prevents the bag from twisting on the trolley. It really enhances its overall stability and gives extra peace of mind when on uneven ground or in the rough, which I’m sure our customers are rarely in!”

Retaining pole position in what is a very competitive market means PowaKaddy’s R&D team is constantly on the look out to improve its core products. Ditto its range of golf bags which, with the latest additions, now comprises 15 models.

“We’re extremely excited about our 2018 cart bag range,” enthuses Tierney.

“It’s headlined by a new Dri-Edition model with unrivalled waterproof protection.

This boasts a hydrostatic-rated fabric of more than 10,000mm, four times the performance of most waterproof bags on the market.

“As a result we think it will be extremely popular with hardy golfers who like to go out whatever the weather. It will also provide a major selling tool for PGA Professionals. We’re also making impressive makeovers to our popular Premium, Deluxe and Lite-Edition cart bags for 2018.

“One of the most noticeable changes

with the range is the introduction of a classy gunmetal colour running throughout all four models. We’ve looked at different trends from across the world and gunmetal is an extremely popular colour, particularly in golf. It looks stunning.

‘‘

You have to start with the golfer and their needs, not the product you

‘‘

Unless one wants to lug a set of expensive golf sticks and all the paraphernalia needed to negotiate 18-holes in a bin liner, a golf bag is a must-have. This is why the likes of PowaKaddy, BIG MAX and many other brands put a great deal of time and resources into their design.

“We’ve got an expert R&D team who undertake a tremendous amount of work each year,” says PowaKaddy’s marketing manager, Mei Tierney.

PowaKaddy, a PGA Official Supplier, is best known for making electric golf trolleys.

So much so that the Sittingbourne-based company is the market-leader. But, as in the case of fish and chips, Morecambe and Wise, Lennon and McCartney and not forgetting gin and tonic, golf bags and the trolleys that convey them can be inextricably linked.

“PowaKaddy is first and foremost known for its electric trolleys,” Tierney confirms.

“But we understand how important it is to up-sell the consumer when he or she is buying one. More golfers today are looking to match their bag to their trolley, and it’s crucial they have a bag that fits it perfectly.

“All our bags now have a key lock system on the base, which means that they lock

want to make Ralf Niesing, designer of BIG MAX golf bags

“What’s important in our collection, though, is that there is something for everyone. Our Premium Edition for example is feature packed and offers 14 full-length dividers, for golfers who want to give each club its rightful place. The Deluxe Edition also has this, but is made of a durable nylon construction which makes it a lighter option.

“For an even lighter and compact structure, the Lite Edition is the perfect playing partner, also boasting six storage pockets and a unique lift handle for easier handling.”

Like PowaKaddy, BIG MAX is a firm disciple of the something for everyone mantra.

“You have to start with the golfer and their needs, not the product you want to make,” says Ralf Niesing, designer of BIG MAX golf bags. continued on page 28

PowaKaddy bags

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www.pga.info

AQUA Sport 2 The new BIG MAX AQUA Sport 2 combines practical organisation and modern design with ultimate waterproof performance, available in 9 colour options. All BIG MAX AQUA Bags have a 10,000mm waterproof rating, so that even the most ambitious golfers can expect their golf equipment to be dry after 18 holes. The innovative twin strap and umbrella positions give you the freedom to use the bag in your own way.

DRI LITE Active

AQUA Wave

The New DROP-STOP System by BIG MAX guarantees 100% waterproof material, sealed seams and waterproof zips. Play with optimal protection and modern style.

WATERPROOF UNDER TOUGHEST CONDITIONS!

The BIG MAX AQUA range incorporates the new DROP STOP system guaranteeing bags are 100 per cent waterproof. Using fabric with a waterproof rating of more than 10.000mm*, sealed seams and specially designed Japanese waterproof zips, the AQUA range is designed to combat the weather’s worst excesses.

Meanwhile, DRI LITE technology delivers a water resistant golf bag with a 2.000mm* waterproof rating and zips to match. The AQUA Wave is a stylish, compact 100 per cent waterproof stand bag giving a little more room than a standard winter bag for golfers who want to carry a few more clubs on a winter round. RRP £189.99.

The Wave’s 8 ½” top extends into four full length dividers, while its six waterproof pockets, air channel straps and ultra-light weight of just over 1.9kg, make the bag a practical and colourful addition to any golfer’s gear.

The new Aqua Ocean is a 100 per cent waterproof Sunday stand bag which has space to spare and weighing just 1.7kg. With an oversize top the Ocean holds four clubs more than a traditional Sunday bag, and has plenty of storage options with five waterproof pockets. RRP £129.99.

DRI LITE Active offers practical solutions to all a golfer’s storage needs in a stylish, water resistant package. A 9 ½“, 14-way top and an oversize putter well to fit the largest grips will keep all a golfer’s clubs in order, while nine pockets house even the most well-equipped golfer’s gear with ease.

The DRI LITE Active weighs in at 2.2 AQUA Ocean kg and is available in a range of colour combinations. RRP £159.99. *Hydrostatic testing of waterproof fabric gives a mm per 24 hours rating. This refers to the amount of rainfall a fabric can withstand in a single day. Thus, a 10,000mm waterproof rating means the garment can withstand 10,000mm of rainfall in a single day, without letting moisture in. www.bigmaxgolf.com

facebook.com/bigmaxgolf www.bigmaxgolf.com | office@golftech.at

The PGA Professional

| February 2018

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E Q U I P M E N T

“Every golfer puts different demands on their bag, so you have to look at how golfers use the bag before you design it. For example, if you are designing a bag for a golfer who will play in tournaments and use their bag often, you need to have lots of storage for accessories and equipment It should also have a wider top for ease of access, and you have to make it more durable and stable, as it will be in use so much more often.

“Golf bag design is all about compromise.

The more lightweight a bag, the less stable it becomes. If you seal a seam to make the bag 100 per cent waterproof it takes time and expertise, so you have to have a higher price to cover the cost. If you use high quality double stitching then again, more time and expertise is needed. When quality goes up, inevitably so does price.

“For all of these things we have to find the best solution for our customers. We always look for high quality products first, and then try and reduce prices afterwards.

But others look to price first.

“Everyone finds their point of compromise in different ways, you just need to know your customers. You need to know your manufacturer. As quality is our top priority, we have different specialized factories for stand bags, cart bags and travel covers.

“Each factory could do a decent job of the other categories, but if you want the best you have to know who you are using, and be certain of the level of quality you demand.

“We obviously want our bag owners to use BIG MAX carts too so we design the bottom to fit perfectly. But we also want golfers to be able to buy our bags to use on other carts, so the base has to be adaptable to as many models as possible.

“We take inspiration for colour combinations from outside golf. We look to fashion brands, sportswear and footwear. Every year has new favourite colours, so you have to design ahead of the trends.”

Who said golf bags weren’t sexy?

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Stewart Golf SportDrive R1-S

Stewart Golf StaffPro

British trolley manufacturer Stewart Golf has released a new collection of cart bags, comprising three models: SuperLight; SportDrive; and StaffPro.

As the name suggests, the entry-level SuperLight is designed for minimum weight, while still retaining many features of a bigger bag such as 14-way full-length dividers.

Weighing 2.7kgs it’s perfect for use on a manual trolley such as Stewart Golf ’s own R1-S Push. It’s presented in a neutral colour combination of black and grey, priced at £129.

The SportDrive has a number of added design cues and more premium features including a lined pocket for wet gear. Available in black with a choice of red, blue or green accents colour-coded to specifically match the wheel colour options on the R1-S Push, the SportDrive retails at £159.

The top of the range bag in the new collection is the StaffPro, available in white with red, blue or green accents and retails at £199. Featuring premium materials and high-quality embroidery. This high-end cart bag offers an extensive features list including 14-way dividers, a dedicated putter well and nine forward-facing pockets insulated, waterproofed, and soft-lined for valuables. www.stewartgolf.co.uk

Stewart Golf SuperLight R1-S

www.pga.info

T I T L E

Teaching Breaks • Playing Breaks • Golf Travel • Majors and Iconic Venues • PGA Merchandise Show

T 01506 353500 The PGA Professional

| February 2018

E sales@tgigolftravel.com W tgigolftravel.com

@TGI_GolfTravel /tgigolftravel /tgigolftravel

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SkyPro First Class Swing Solution Giving A Hand To Zoom THE LATEST GLOVE FROM ZOOM is built on the innovative FLEXX-FIT technology. It’s a onesize-fits-all garment, removing the need for retailers to guess how many of each size to stock.

Developed with Austrian Tour player Marcus Brier, ZOOM technology fits the contours of a golfer’s hand. It was introduced to great success in 2017 with the Tour, Grip, Control and Weather versions of the glove. They’ve been joined by the Aqua Control, combining breathable Lycra material with premium kangaroo leather to provide a glove twice as durable, fits all sizes, and delivers outstanding grip in both dry and wet conditions.

This innovative blend of technology also benefits from ZOOM Shape-Fit, maintaining the perfect shape of the glove, staying wrinkle free round after round and providing a perfectly secure connection to the club. In addition to the most modern technology, ZOOM gloves feature a variety of colour combinations.

RRP’s: AQUA Control - £19.99, GRIP - £14.99, WEATHER - £11.99, TOUR (Cabretta) - £19.99 www.zoomgloves.de/en/

New Role For Steve Harden Motocaddy has appointed the former head PGA Professional at Bearwood Lakes Golf Club, Berkshire, Steve Harden, territory sales manager for the south west region. Harden, who once ran his specialist trolley business, Golf Trolley Shop, and was sales director of PowerBug, has succeeded Steve Morris who has been promoted to the newly-created position of field sales manager for the UK and Ireland. www.motocaddy.com

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PERSONAL SWING ANALYSER SKYPRO could provide the solution for a golfer needing a plain-English diagnosis of his or her swing.

In addition, golf pros will now find SkyPro makes it much simpler to track the progress of dozens of different pupils, thanks to its new Folders function.

Available now in the Apple store, SkyPro V2.2.0 is a major new app update to SkyCaddie’s best-selling swing analyser.

SkyPro is a lightweight sensor which fits onto the golf club shaft below the grip, to monitor the club’s motion during the swing. It transmits data wirelessly to an iPhone or iPad, giving instant feedback and revealing any swing faults. The latest update to its iOS app, released in mid-January 2018, contains five key updates to make SkyPro even more user-friendly.

Diagnose Mode – This gives the user the ability to take a single swing and have it quickly diagnosed by SkyPro. Swing and SkyPro Diagnose Mode will instantly walk you through any alerts highlighting a key fault in the swing.

Then tap a button to access one of SkyPro’s Groove sessions and work on the fault.

Custom Swing Folders – Organising your golf swing library and managing historical swing data is now much easier in SkyPro. Golf pros will now find it easy to keep different pupils’ swings separate on their device. There’s a new Folder icon on the top navigation bar where data for each student can be stored separately. Folders can be created for easy recall of different areas.

Putting data, for example, can be kept separate from full swing data.

Improved Swing Search – It’s now much easier to search through your swing library on SkyPro. For example, search for ‘7 iron’ to see all swings made with that club. If you are a golf pro, you can also search within a specific folder, to see only results from swings taken by a particular student.

Checkpoint Alert Meter – Alerts are crucial to a SkyPro session. Typically, they show when an aspect of the swing goes wrong. Previously these alerts would be given as text but now are presented in glorious 3D, using graphics to help see the problem. SkyPro’s new Checkpoint Alert Meter also makes it easier to understand some of the terminology.

Adaptable Screen Size – with the advent of larger screens on the latest iPhones and iPads, SkyPro now automatically adapts to the screen size of the device it’s running on, including the latest iPhone X. The result? Every SkyPro screen now looks crisp and clear, no matter what Apple device is being used.

SkyPro V2.2.0 also includes a multitude of other updates, improvements to various views and responses to continuous user feedback from SkyPro fans across the world of golf. www.skygolf.com www.pga.info

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Ground-breaking EMP Premium Service Launch Foremost has unveiled the next stage of development to its Elite Marketing Programme. EMP will provide an unprecedented level of personalised digital communication, for the retail and marketing group’s members.

More than 380 PGA Professionals are already reaping the benefits of Foremost’s hugely popular EMP. This new Premium Service will enable the group’s members to deliver profiling of individual customers on their database, with profile splits dictating the relevant content each customer will receive. Foremost successfully launched EMP Premium to its membership at the recent annual conference, and virtually 100 per cent of current members have decided to upgrade to the advanced new service. Improvements will enable customers to be targeted more specifically, with relevant content based on gender, ability and customer type providing a fully personalised communication.

Members will also now be able to address each customer by name, adding a new level of personalisation to the content.

Commenting on the upgrades to the group’s already industry-leading digital marketing platform, managing director Andy Martin said: “It’s crucial for our members that their communications stay as relevant as possible to their readers.

“In such a rapidly changing digital age, it’s essential their communications stay one step ahead of their competitors. If the communications can be more personal and more relevant, they’ll maintain and improve both their digital and customer engagement.

“The new EMP Premium Service represents the ultimate solution for creating engagement with customers through content more personalised, and more relevant than has previously been possible.” www.foremostgolf.com

Golfers Banding Together CALLAWAY has introduced a 2-in-1 sports band featuring GPS distances along with fitness components to encourage golfers to live a healthier lifestyle. The Callaway GOLFIT Sports Band includes conventional golf GPS distances to the front, middle and back of the green and a digital scorecard. In addition, there are popular fitness elements to track heart rate, number of steps, calories burnt and sleeping patterns.

The GOLFIT Sports Band follows Callaway’s ALLSPORT watch, and can be synced via Bluetooth to the free Callaway smart-phone app, where round scores and fitness stats can be saved, along with phone calls, text messages and email notifications.

The device is water resistant with the ability to measure shot distances. It enables scores to be registered on 30,000 pre-loaded courses, features a time and date function, has a battery life of eight to 12 hours, and comes equipped with a simple-to-use magnetic charger.

Available in black and white with green trim from all Callaway-approved suppliers. RRP £179. cmp.callawaygolf.com The PGA Professional

| February 2018

Sullivan New Apparel Ambassador PING has signed current staff player Andy Sullivan as an apparel ambassador on a multi-year agreement. The three-time European Tour winner has been playing PING equipment since his amateur days and will extend his long-standing relationship with this agreement.

Sullivan will wear key garments from the new SS18 collection, as he plays a global schedule on the European Tour this year. One of Britain’s brightest golf stars, Sullivan has become a popular figure on and off the course thanks to his personality and performances in many high-profile tournaments.

Following his breakout year in 2015 when he won three times, Sullivan has produced impressive performances in the majors and World Golf Championships, as well as playing his way onto the European Ryder Cup team in 2016.

Commenting on the new agreement, Sullivan said: “PING has shown me such loyalty throughout my career, even back to my amateur days, so to be extending my association with them to wear the apparel feels like the perfect fit for me.

“It’s a family-owned company, so to be wearing the clothing as well as playing the clubs really makes me feel like a genuine part of that family.

The new SS18 collection is fantastic from both a looks and performance perspective, and I can’t wait to start wearing it on Tour.” www.ping.com 31

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A Spring Ping In the Step Of Golfers THE LATEST DRIVER FROM PING sets new standards in combined MOI and forgiveness as part of their Spring product line-up.

In the G400 Max driver, PING achieved its all-time high MOI measurements by optimising the crown and face design in the larger-profile, multimaterial head. The forgiveness gains are attributable to the 460cc head, nearly four times the discretionary weight created

by Dragonfly crown technology and the thin, forged face.

Its high-density tungsten back weight wraps around the back of the sole, to help bring the combined MOI heel/toe and high/low, over 9,900 gram cm2. Its CG position is lower and further back than any current driver on the market, to make it the most forgiving driver in golf – surpassing the current G400 driver. This premium copper shaft paint transitions to nearly black to reduce distractions as golfers address the ball. The counterbalanced design of the Alta CB allows for more mass in the head, to increase energy transfer. RRP £389.

“We’re on a mission to help golfers play better and we know that starts with clubs delivering across-the-board performance gains,” said John K. Solheim, PING president.

“The new G400 Max is engineered with the same technology as the original G400 but we’ve optimised the size to gain even more forgiveness, which leads to tighter dispersion and lower scores.

“With the addition of the Max to the G400 driver family, golfers now have four fitting options to ensure they’re getting the most out of their game. If you struggle finding the fairway with consistency, the Max is likely the best fit for you.”

The Spring range also includes G700 irons, Glide 2.0 Stealth wedges and PING Vault 2.0 putters.

In the G700 iron, PING engineers put a high priority on creating an iron offering power and forgiveness by leveraging the advantages of a hollow-body design and a thin, maraging steel face, creating PING’s longest, highestflying iron to date. Those properties make it an ideal face material to deliver more flexing for faster ball speeds, to launch shots further and higher. RRP: £149 per iron w/steel 32

shaft; £159 per iron w/graphite shaft.

The Glide 2.0 Stealth wedges’ 8620 carbon steel head and precision-milled grooves, deliver a softer feel and higher-spinning shots for greater control. The tour-inspired Stealth finish, yielding less glare and making the head appear smaller, is applied using a QPQ or Quench Polish Quench process for added durability. A patented precision wheelcut half groove near the lead edge on the 56˚, 58˚ and 60˚, improves engagement with the ball specifically low on the face, to significantly increase spin and control from all conditions.

The patented design is offered in four sole grinds. These are SS, WS, ES and TS, to ensure Glide 2.0 Stealth wedges can be fit to a golfer’s divot depth or attack angle, and most common turf conditions. RRP £130 per club w/steel shaft; £140 per club w/graphite shaft The next generation of PING’s 100 per cent-milled putters are crafted and engineered to provide tour-calibre touch and performance through proven innovations. These include precision-milled, patented True Roll Technology (TR), plus a new custom-weighting system. Golfers can choose from three premium finishes (Stealth, Platinum or Copper) in five models precision-milled from 303 stainless steel, including the new Dale Anser. This is inspired by one of the original Anser putter moulds created by Allan Dale Solheim, and detailed by his father, Karsten Solheim.

RRP Dale Anser (Blade) £275; Voss (Blade) £275; B60 (Blade) £275; ZB (Blade) £275; Piper (Mid-Mallet) £275; Ketsch (Mallet) £275. www.ping.com www.pga.info

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A v a ila b PGoints A

D CP

The DGI Academy courses cater for a wide range of abilities, from novice to advanced, and take place in a specially created purpose-built facility. Each course runs in small groups to allow for personal one-to-one tuition.

le

Diamond Golf, Europe’s leader in club fitting and component supply, is now taking bookings for this winter’s DGI Academy courses in the arts of club fitting, club making and club repairs.

Book your place now for 2017/18 Limited Availability

A C A D E M Y Contact us today for a free brochure & prospectus: UK Freephone: 0800 083 7388

International: +44 (0) 1903 726999

dgiacademy@diamondgolf.co.uk

Turn trade-ins and unsold stock into cash The Golfbidder service allows you to liquidate used and unsold product quickly and safely with just a phone call.

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Not with us yet? Opening a trade account is completely FREE and takes just a couple of minutes over the phone.

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the golf|industry do business The PGAHelping Professional February 2018

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We promise to have your cheque in the post within 3 working days of receiving the clubs.

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T R A D E

PGA Professional Joins TGI Partnership THE TGI GOLF PARTNERSHIP has added PGA Professional Simon Keeling to its team of expert retail consultants.

Keeling, 38, formerly worked with Mizuno, assisting some of the world’s best golfers fine tune their game. He began his career as an assistant to current TGI Golf Partner Simon Iliffe in the early 2000s at Purley Downs Golf Club. He worked with Iliffe for seven years at Purley Downs, Bramley Golf Club and finally Haywards Heath, before joining Mizuno, travelling the country assisting retailers with demo days and fittings.

“I learned a lot as a PGA Professional with Simon and saw first-hand the benefits of being part of TGI Golf,” he said.

“Moving from a club role to working with Mizuno on the tour truck, helped me develop lots of skills to help me in this new role. One of the most important skills required on the truck was the ability to maintain good relationships, if the players did not trust you or believe in you then you wouldn’t last long. That’s also paramount in my new role with the TGI Golf Partners, as I’ll be working with them to help them enhance their businesses.

“I cannot wait to get out onto the road and start building those relationships. I get a real kick out of seeing people succeed, whether it was from my teaching days as an Assistant to helping the guys on Tour. I’m looking forward to helping Partners develop and enhance their businesses.”

Keeling joins the team of four retail consultants at TGI Golf, who travel the length and breadth of the UK & Ireland to offer Partners free, in-store advice on any aspect of their business.

Eddie Reid, TGI Golf managing director, added: “Simon has a wealth of experience in golf having worked both in a pro shop and on the road with the Tour, and we are excited about having him on board.” tgigolf.com 34

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SkyCaddie Measuring Up Perfectly SKYCADDIE’S top-of-the-range Touch model is accurate to the exact pin position and speeds up play according to evidence from the PGA Pro-Captain Challenge.

This tips the scales in favour of using GPS in elite competition, with the technology set to be introduced into more PGA events. The findings came from 10 PGA Pros testing SkyCaddie’s latest ground-breaking functionality during the popular tournament’s final at Mazagan Golf and Beach Resort in Morocco last November.

The winner, Paul Bradshaw, and his nine fellow Pros were given a Touch pre-loaded with the day’s pin positions and invited to use it for their distance information. Adding the Pin Position function with sub-yard accuracy to SkyCaddie’s already-comprehensive distance information for each hole gave the fully-loaded GPS devices a huge advantage over laser.

With no ‘blind spots’ whatsoever, the Pin Position-enabled SkyCaddies gave competitors a variety of exact yardages. It provided dozens of key target points per hole including carry distances for all hazards, however obscure to the naked eye. Something lasers can’t do.

Bradshaw, who represents Holme Hall Golf Club, Scunthorpe, said: “I’ve been a laser user for 15 years but in Pin Position-enabled events my laser will now be just a backup.

“It gave me front, back and side distances to all parts of the golf course instantly, including the greens. Without doubt, having Pin Position enabled on the SkyCaddie Touch, was a factor in our victory.

“At Mazagan, looking to close out the tournament, I wanted to leave myself with a safe 120-yard lay-up to the pin. It was blind so my laser was useless. But a quick look at my SkyCaddie gave me a 168-yard shot and an exact layup spot.”

Andrew Baguley, the experienced head PGA Pro at Leigh Golf Club, Cheshire, who finished third, agreed.

“With the SkyCaddie it’s simple to see the exact yardage to the corner of a dogleg hole – even if it’s hidden behind a bunker.”

Muswell Hill Golf Club’s David Wilton, who finished fourth, added: “I used the SkyCaddie in all three rounds – it was excellent.”

SkyCaddie’s James Holmes said: “SkyCaddie Touch with Pin Position activated is now demonstrably the most complete distance measuring device on the golf course.

“Only SkyCaddie can guarantee its GPS maps are accurate for professional events, because only we constantly update our course maps on foot, by invitation, using professional surveying equipment. In Morocco it was fascinating to watch PGA pros previously totally reliant on their laser devices come around to SkyCaddie GPS.” See www.skycaddie.co.uk for all information. www.pga.info

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The PGA Professional

| February 2018

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W A T C H

Lessons from Amazon

F

ollowing recent news Amazon is moving into the off-line retail world, Crossover Technologies’ Phil Barnard, looks at what golf retailers can learn from the world’s biggest online shop.

In retail things move very quickly. The online (clicks) and offline (bricks) continue to battle for the consumer spend, and of course, each has its pros and cons. Bricks and mortar provide the experience and immediate gratification of being able to touch and see, whereas online stores have greater convenience, enabling you to shop from your armchair. Amazon has changed the marketplace for ever.

So, what lessons can golf retailers learn from the largest online retailer in the world?

LESSON 1 YOU NEED CLEAR BUSINESS AIMS It’s essential to work to annual budgets and targets. Use the start of the year to review your performance over the last 12 months. Think about staff incentives, training, and stock management.

LESSON 2 FOCUS ON THE CUSTOMER Amazon wants to know everything about its customers. This involves funding, ranging, distribution, after sales services and optimising costs through the supply chain.

We’d recommend capturing the customer name next to every sale. A good epos system should let you collect their gender, the products they like and the brands they prefer.

LESSON 3 DELIVER A GREAT CUSTOMER EXPERIENCE The brand has established itself as a safe place to shop. You can buy and return orders with confidence, knowing Amazon, will sort out any glitches.

LESSON 4 GET CUSTOMERS TO RETURN AGAIN AND AGAIN Amazon quickly understood the returning customer was the most valuable element, and offered Amazon Prime as a way to keep them coming back. One Pro recently told us he runs a popular loyalty scheme with all Members receiving 10 per cent off goods in his shop. As a result, he never has to discount.

LESSON 5 BUY THE RIGHT PRODUCTS, IN THE RIGHT QUANTITIES From the outset, Amazon offered the most extensive ranges. As the business grew, it added more product groups. Amazon was smart, and circumnavigated this by allowing other retailers to operate through their site. Greater ranging with someone else’s capital.

Buy the right products in the right quantities, with the knowledge you’re ordering what your customers will buy. The challenge for Pro’s is to have access to a wide range of stock, without actually investing up front.

LESSON 6 SPEED OVER SUBSTANCE The Amazon website is far from stylish. If your web pages and filters don’t load fast, users will lose interest and move on. Amazon’s site is quick.

Offering flexibility and a speedy service will enable Pro Shops to compete with any online offer. So, make sure your customers know you can offer a quick turnaround on orders, and no-quibble refunds.

LESSON 7 MAKE IT YOURS Both younger and older generations, have the desire to be seen as individuals, and not ‘just another customer’. They love personalisation.

Pro’s have the advantage of knowing many of the people who come into their shop. Use this to your advantage with good merchandising. Quick wins, such as gloves at point of sale, or an additional putter with a set of irons, can all be discussed with your customer.

Amazon also needs bricks to service its customers, and has started to acquire off-line retail businesses. If the biggest online retailer needs off-line sales, this must offer hope to all Pro Shop owners.

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www.pga.info

R E T A I L

W A T C H

Take a Fresh Look at Your Shop This Month

S

tatistically February is the quietest month of the year for retailers in the UK golf industry. It’s the lull before the storm, and there’s plenty to do during February to prepare for the months ahead. Savvy retailers need to look forward and

establish good retail habits now, before footfall increases and the shop gets busier. So, what should Pros be doing to get ready for the upcoming season?

FINAL CLEARANCE OF EXCESS STOCK This month, it’s likely you’ll be receiving some new stock, such as clubs, balls, bags and clothing, and you’re likely to need a lot of clear space to put it in. Apart from taking up room in the stockroom or shop, excess stock ties up capital you could otherwise be re-investing. It doesn’t have to be a headache, and February really needs to see the back of last year’s stock to make way for new arrivals.

USE FEBRUARY TO CLEAR THE DECKS AND REVIEW ANY FORWARD ORDERS We’d recommend either a ‘Store or Clear’ approach. If you decide to ‘store’ your old stock, just remember you’ll need room for the new Spring items arriving at the shop this month, and don’t forget about it when you start to order more! The Golden Rule is no stock items should have a birthday, and ideally you should be turning over stock every three to four months. But if you do have any surplus stock, there are proven techniques you can try.

1 Identify

It might seem obvious but make sure you know what your excess stock is. Don’t guess.

A good epos system will be able to tell you which products are ‘unpopular’, or haven’t sold. Make sure your whole team knows – and incentivise them!

2 Remerchandise

Replace worn-out price tags, try a new layout in the shop, move things around and reposition categories. It’s amazing what a ‘re-jig’ can do!

3 Bundling

Bundle certain items so they’re cheaper together than if they were sold separately.

This is a popular tactic, and means your average order will increase while you clear surplus stock. Try bundling slow-moving stock with faster moving items 4 Sell Surplus Stock Online

Try to avoid heavy discounts in your shop – it sets dangerous precedents for your customers, and may prevent them buying lovely new stock landing very soon.

Instead, have a look at selling excess stock off site – perhaps on eBay or Amazon 5 Hold a Flash Sale

Sales are the most common way to get rid of excess stock, but try not to be predictable with events, or customers will wait for the sales before purchasing certain items. Be strategic with your sales.

NEW STOCK DELIVERY The clock starts ticking as soon as stock comes in and you want to aim to sell it before the next batch of stock arrives in three months’ time. Preparation, in anticipation of new stock arrival in February and March, is key.

It’s a good idea to have a merchandising plan already in place, and if possible, allocate responsibility to a member of the team.

Best practice would mean that by now, you’ve already created new stock items on your epos system, ready for the new stock products. So, when they arrive, you can easily log them against the order.

Phil Barnard is the Chairman of Crossover Technologies, and European Director at Golf Datatech. He provides regular insights into market activity within the golf and sports industry. Follow him on LinkedIn www.linkedin.com/in/phil-barnard or Twitter @barnard_phil

The PGA Professional

| February 2018

RETAIL IS DETAIL It’s not enough to just log product quantities against a generic category, such as ‘shirts’. This won’t help you when it comes to reporting, or making important buying decisions! Your epos system should enable you to break-down the products by brand, size, colour… or even shaft and loft, depending on the item.

It may seem obvious, but always check the order as soon as it arrives, to ensure you haven’t got less … or more… than you ordered. It’s also important to review how much the order cost you. It’s easy to forget a few days or weeks down the line, when the invoice comes in.

February and March are good months to

The average Pro Shop has approximately £16,000 worth of surplus stock. review orders you’ve made previously, and decide whether you still want them, or not.

How are you doing so far, with that first stock delivery, and do you think you can sell the rest of the order? Were you over-optimistic when you placed the order? Many Pro’s don’t realise you can cancel pre-books.

Although you didn’t hear that from us…

Crossover Technologies is the developer of XPOS, the ultimate sales and stock management solution. helping you to reduce stock, improve margins, and be a better retailer.

www.crossovertec.co.uk

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F A S H I O N

F O C U S

From the Golf Course to the Bar Ricky Fowler

V

ersatility is the name of the game when it comes to golf clothing this spring and summer. Angela Youngman has been taking a closer look at what will be setting the trend.

Wearing a polo shirt or special shoes just for a game of golf, and then having to change to go out with friends or drive the car is becoming far less popular. Golfers want clothing suiting their active lifestyle whether it be on the links, going to the gym or relaxing with a beer. This is the era of universal clothing – and they are prepared to pay more for ranges matching these needs.

Well known brands like Nike and Adidas have long been used for casual wear as well as on the links. Now more specialized brands like Walrus are taking up the trend.

“Golfers are not just golfers, they lead active lifestyles,” comments Huw Morgan of Walrus Apparel. We are providing them with products that can be worn for a variety of activities, whether it’s 18 holes, to the gym or for a few beers with your mates. Our core market is still the golfer, but these golfers are not just playing golf, they are active, so why not have clothing that can be worn on and off the course. You can still look smart and professional when playing, but team that polo with a pair of jeans at the weekend and that’s even better.”

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It’s a trend beginning to affect footwear.

Many golfers are increasingly looking for shoes suitable on and off the course, particularly when it comes to driving. Over the past year or so, many professional golfers have been seen wearing spikeless shoes for that very purpose.

SO WHAT ELSE CAN BE EXPECTED IN TERMS OF GOLF FASHION THIS SPRING AND SUMMER? Chic casual elegance, simplicity and clean lines are definitely what golfers are seeking this season. Clean lines, elegance and hightech fabrics dominate every clothing range.

Pleats and plaids are definitely out, although Calvin Klein does have a few lines with small black and white check patterns.

All the indications are golfers are seeking to combine maximum performance with stylish comfort, when adding to their golfing wardrobe. Performance fabrics allowing sweat to wick away from the body, ensuring total comfort at all times are popular. Breathable, waterproof and windproof materials to cope with the uncertain British climate, are much in demand.

Popular Brandon quilted gilet, perfect on or off the course

Walrus Clothing hoodies making their way onto the golf course

www.pga.info

F A S H I O N COLOUR THEMES Blues, whites and greys are definitely the fashionable colours this year, with a few hints of reds and pinks present. There is a nautical feel about much of the clothing.

Expect monochrome blocks of colour, with touches of complementary shades on the placket, cuffs or collars. This is the season of colour co-ordination rather than dramatic contrasts. Any use of contrast colours or patterns are being confined to smaller detailed areas such as plackets.

TWO COMPANIES BUCKING THE TREND ARE GLENMUIR AND PING Glenmuir’s colour range is much more vivid, brighter and includes prints and bright yellows. This also includes sweaters. Even the blues and pinks cheerfully glow. Claire Woods, Head of Design, Glenmuir explains: “The Spring Summer 2018 collection is our most forward thinking range to date combining our expertise in golf wear with contemporary design, innovative fabrics and vibrant colours. The topical print, although bold when matched with some of our more classic solid coloured items work well.”

Although Ping has focused on the trend setting blue shades, it’s taken a slightly different approach. At the heart of its new polo shirt collection are three, very striking colour ways entitled Disruption, Drift Away and Purple Haze. Disruption is punchy and bold, pairing vibrant imperial blue with bursts of bright orange. Combined with core navy and blue, it makes a striking fashion statement. Drift Away uses a cool seafoam green, while Purple Haze aims for a sophisticated colour palette, with shades of rich plum with cool celestial blue and navy.

FOOTWEAR Spikeless shoes continue to attract a lot of attention throughout the industry. With several professional golfers opting for spikeless footwear last year, the wider market has taken note. These shoes appeal to the growing demand for versatile clothing that can be used on and off the course.

Versatility is becoming crucial. With spikeless shoes golfers can drive to the course, fit in a game of golf, and then head for clubhouse bar without changing shoes.

Yet for this type of function to be effective, the shoes have to be stylish without losing performance and grip while on the course.

Simply removing the spikes is not enough.

Recognising this, Footjoy have created a special flexible, spikeless performance sole, and then built a lightweight shoe around it. This has created footwear maintaining performance and traction, without compromising on style.

The PGA Professional

| February 2018

F O C U S

MENSWEAR Expect men to be taking a closer look at what is available in your store. They are looking for better quality merchandise, and versatile items.

They are also becoming more fashionable according to Huw Williams: “Years ago, men weren’t that bothered about what they wore, now its become more fashionable to match, or wear more slim fitting garments. The golf industry has to change with the times.

We are seeing this more so with the likes of professionals like Ricky Fowler and Justin Thomas, leading the way with more modern clothing being worn. Golf Apparel retail prices are rising, so why would you spend £50 plus on a polo just to play golf, that is heavily branded, loud in its design, that really is just fit for the course.”

Justin Thomas

Ping’s SS18 Women’s Performance Collection Performance wear for Men from Ping

LADIES FASHION While culottes, cropped trousers and shorts continue to be popular, skorts and skirts are making a reappearance on the golf course.

Trend setting soft colours are teamed with a complementary shade such as hot pink with a softer peony pink and grey, or cobalt blue with palace blue and navy.

Highlight contrasts are common on cuffs, collar and placket as well as on outerwear such as gilets, jerseys and jackets. Very few companies are incorporating florals. Callaway is one of those exceptions, with some pretty muted florals and speckle prints combined with contrast edging in deeper shades. The visually striking Clara range from Ping has a fragmented print, design inspired by modern camouflage fashion trends. Horizontal stripes, often in varying widths, are popular mainly as accents at top or bottom. Styling is generally fitted, with Princess seaming often being used to create an elegant finish.

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S P O T L I G H T

Running a successful swing studio

A

swing studio is a significant financial investment and one not to be taken without research and advice from the experts. Adam Murray speaks to two PGA Professionals who did just that- and not looked back.

At Shipley Golf Club earlier this year, with the temperature gauge hovering around zero, an 86-year-old was practising his wedges at his local club. He didn’t need three layers of clothes and two pairs of gloves. No machismo, just a modern-day club player taking advantage of the technology in a swing studio – technology that has transformed the golf lesson beyond all measure. This is an addition seen by many Professionals, as essential as the 18-hole course sitting alongside.

A SPECIAL ANNIVERSARY Shipley Head Professional Nathan Stead is about to mark the second anniversary of his

swing studio with no regrets about his, and the club’s decision to invest.

“The initial outlay is quite a lot but I would say probably, by the end of this summer, I will have recouped it all,” said Nathan, who like many professionals split the costs with his club.

“I don’t know what I would have done without it. I’ve been able to teach for two years – non-stop, including lessons and club fittings.

“We have a practice ground – a pretty good facility – which gets very wet, and it’s literally a two-minute walk away from the pro shop. But in bad weather, trying to get people to walk to the undercover bay on the practice ground could prove difficult. You’d

get the phone call asking: ‘Is my lesson on?’ and ’Do I have to come?’

“Now if it’s a really poor day outside we have the lesson inside, and there’s no phone calls about cancellation.”

HEARTS AND MINDS Nathan admitted there was a degree of reticence from some Members about the facility. But that didn’t last long, once they’d seen the benefits they’d get from a detailed analysis of their swing and ball striking.

“Yesterday I had a gentleman in who’s 86-years-old – Brian. He was in for a gapping session, wanting to see how far his wedges went,” added Nathan.

The Swing Studio at Hever Park, Kent

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www.pga.info

B U S I N E S S

“I would say we had to have it for about 12 months before word of mouth got around, about how accurate the data was before people would accept it.

Despite the near £25,000 cost, the numbers now using the swing studio have reinforced Nathan’s view it has been an essential investment. Like many professionals Nathan did a lot of the footwork himself to minimise the cost of the room, researching local and national firms for both the building work and the technology required.

‘‘

We have to remember not to bamboozle members with facts and figures, just

‘‘

to help them understand their game a little better.

Peter Parks, Hever Park

He said: “It was a good three or four months researching quotes to find out the important things, like you need a gaming PC for it to work effectively. A really high spec computer you would run gaming software off. I sourced that locally, along with the projector needed for 4K resolution.

“In the swing room now, I have the Foresight Sport software on the computer with all the golf courses to play. I have the GC2 with HMT system measuring the club head, and on the TV on the wall you can see your club head at impact, with your ball flight on the screen.

“The good thing about the GC2 is it can be used inside or outdoors, so I was using it on the driving range with my ipad. You can just pick it up and plonk it on the floor outside. It has an external battery, and it just Bluetooths to your The PGA Professional

| February 2018

S P O T L I G H T

ipad. All the swing data I can see on screen.”

Both the GC2 (game changer) with HMT (head management technology), are regularly used in conjunction but work independently of each other. Each has two cameras processing several images of the ball and club head on impact, measuring ball speed, impact angle, spin, and a variety of other variables. Coaches like Nathan can analyse all the data on screen to advise on clubs to use when club fitting, or how a golfer needs to alter his or her game to achieve greater success.

MARKETING IS KEY The marketing of the swing studio is key to its success, and both the club and professionals must promote all its attributes, according to Peter Parks, Head Professional at Hever Castle Golf Club.

Peter has seen the golf lesson transform in his 25-year career, and he believes clubs must embrace the new technology.

“What attracted us was knowing the multibenefits of the swing room, custom fitting, winter coaching and private hire. We could see what it would bring,” said Peter.

“There was also a frustration when we’ve been club fitting, having to take every permutation down to the driving range to try to fit somebody, whereas now everything is one place. We can give a much better experience than we could do if we were loading fitting bags onto the back of a buggy, and going down to the driving range.

“All the manufacturers’ clubs are all in there.

We’ve got every permutation available to us within the studio, so the customer is getting a much nicer fitting experience as well.”

As at Shipley, Peter admitted there was a need to persuade some members about the merits of the new technology, and the fact it was open to everyone.

Peter added: “We did some open days and fun competitions when we first opened the studio, so instead of being in there for the full hour, we’d have people in playing three

Skytrak a hit!

S

kytrak is one of the most popular

technologies

used by professionals up

and down the country today. It connects wirelessly to a mobile device

or

PC,

capturing

and

displaying launch data and ball flight as soon as club meets ball.

One of their most renowned supporters is Head Professional at Royal Troon, Kieron Stevenson, who runs a six-person retail and coaching team at the Ayrshire club. He saw his SkyTrak investment as ideal allowing him the budget to ensure his screen and swing room fitting specifications, were of the highest quality.

The facility at Royal Troon has been up and running for nine months and Kieron said, “With our members primarily in mind, our three functionality goals were better coaching, fast and accurate customfitting, and entertaining golf simulator facilities.

“I have dealt with the SkyCaddie team for 15 years, and trust them completely. Their service is exceptional, and if you need help they do everything in their power to solve any issues.

“I think SkyTrak is the best-value golf product on the market – in any category.”

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B U S I N E S S

or four shots. Or, we’d have a nearest the pin competition or something like that, to help break down a lot of the barriers. Once people go in there and realise it’s quite immersive, it becomes a nice way into the studio and they get a nice feel for it.

“But we’re very mindful, even though we have all this tech, it’s all about helping people take less shots on a golf course, and not forget what we’re in there for. We have to remember not to bamboozle them with facts and figures, and just to help them understand the game a little bit better.

“I had a chap in and he had two hybrids in his bag. One was a 19-degree hybrid, the other a 22 degree. He was under the impression the 19-degree hybrid should go further because it’s less lofted. But what the indoor studio and the data I was able to show him was because he got a better launch and a bit more carry, he was getting more distance out of his lofted hybrid. Being able to evidence that and prove it, and show him in a way he could understand was much more powerful a message.”

When not coaching or fitting, both clubs are happy to hire out the room for a few friends to have nine holes around courses like St Andrew’s, Royal Troon or Carnoustie.

The facilities available in the swing room, are now proving to be a crucial tool in marketing the golf club to prospective members.

Nathan added: “The manager uses it a lot to try and attract new members. If someone enquires about membership now they’ll get them down to show them around the clubhouse, and the facilities in the shop and the swing room. It’s a selling tool for the club.

“We have a decent page marketing the swing room on the club website. It’s one of the first things the manager tells prospective new members about, and for corporate days we have nearest the pin competitions. I tend to offer the chance to book the swing room and two or three can come down and play Carnoustie.”

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S P O T L I G H T

Take advice from the experts

T

here are clearly many financial aspects to creating your own swing studio but the first port of call for many Professionals is a design and installation specialist.

Two of the best known in the UK are Golf Swing Systems and MIA Sport Solutions, offering advice and guidance from drawing up proposals, to showing the club the exact plans for the studio. Or, for kitting out space and supplying the technology needed, for a state-of-the art teaching centre.

FINDING YOUR OWN SPACE According to Steven Joy of Golf Swing Systems, who has been in the golf business for 25 years, if you have the room to swing a club, you can transform an empty space into a high-tech business. Steven, whose firm offers both business and personal finance started Golf Swing Systems in 2010, and many professionals have tapped into his extensive experience and knowledge.

This has helped many to create a business allowing them to offer a year-round service

for coaching, club fitting and leisure use.

“Every single installation is different but you’re talking around £5,000 to £10,000 for the average kit out, he said. “Then you’re looking at the cost of the system as well with SkyTrak starting at around £2,000, and GC2 at close to £5,500 and Trackman starting at £18,000 plus VAT. And of course, every system is different.

“Some professionals want video coaching systems costing another £3,500 on top of that. Video coaching has now changed significantly because everyone is using iphones, ipads and apps so it’s a different market, still affordable at both ends of the scale. The minimum sort of space needed would be about three metres in height, three metres of width and a depth of five metres, which works within the constraints of the golf swing.”

The costs of a swing studio can vary

Peter Parks at Hever Park, Kent

www.pga.info

USEFUL CONTACTS

enormously based on the size of the space being converted, the amount of work required to upgrade the room and the technology being incorporated.

A SOUND INVESTMENT The Professional at Hever Castle, Peter Parks, has overseen an investment of more than £45,000 at the facility in Kent, with costs being shared by the club and its Professionals.

He has no regrets about the investment, but advised fellow professionals thinking about opening a studio to analyse their competitors, to ensure they have a vision of exactly what they want to achieve.

Peter said: “Just make sure you have a vision and a plan for how you see it working i.e. you need to know your market, to be sure there’s going to be both enough interest and footfall.

It’s vital to have the right marketing strategy in place to tell people about it.

“It’s also knowing what your competitors are doing. If you’re surrounded by three or four other places already doing it, you’ll need to be a bit careful about what you do yourself. Where we are, we haven’t got loads of people producing the same thing, and we get enough footfall to make it work without bringing anyone else in. Our risk was a calculated risk. If we break it down, it’s a high cost – the building costs were £ 12K, the projector £1200, PC £7K, FSX software £4K, Force Plate £6K, GC2-HMT £15K, SkyTrak £2K. “But I’d say the studio has helped us see a 35 per cent increase in golf lessons over the winter. Overall I’d say it will take around three years before it’ll have paid for itself – then they’ll find something new to bring out!”

The PGA Professional

| February 2018

Golf Swing Systems – designs and install full swing studio including options of various swing technology, body motion systems and video coaching software golfswingsystems.co.uk

Ultra flat design Wheels fold in automatically One-fold system

MIA Sports Solutions – designs and installs golf studios and distributor of a range of swing and club technology miasportssolutions.com Golf Driving Bays – offers plans and designs for swing studios, will build and fit out the space and works with a range of technology providers to incorporate launch monitors and camera systems golfdrivingbays.com SkyTrak – launch monitoring technology which captures and analyses images of the ball at impact - skytrakgolf.com Foresight Sports – specialises in a range of camera-based launch monitors incorporating both swing and club technology foresightsports.com

ALL NEW - BLADE IP The new BLADE IP from BIG MAX is now even easier and faster to fold thanks to a revolutionary new flat-fold technology.

Trackman – club and ball tracking radar system offering actual 3D trajectory of ball trackmangolf.com

The wheels fold in automatically, as if by magic, taking you half the time to assemble and disassemble.

GASP – installs golf studios and provides hardware and software for video and motion analysis ww.gaspsystems.com

The most compact trolley on the Golf market is now even easier and faster to use.

BLADE IP - now flat AND fast.

Also: golfswingrooms.com swingcatalyst.com www.bigmaxgolf.com | office@golftech.at facebook.com/bigmaxgolf

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B U S I N E S S

How to turbo charge golf travel revenue G

etting involved in golf travel can result in a very good income stream for a PGA Professional. This month the experts at PGA Travel Partners, Golfbreaks.com, tell us how and why.

THE OPPORTUNITY UK golfers are keen to travel and widen their golfing experience, trying out challenging courses in other locations. In general, golf tourists expect to play on at least three different courses during their holiday – and the number of courses worldwide is growing rapidly. In Europe alone there are 89 new courses in the planning stage, and 35 under construction, while in America 99 are planned and 57 are currently being built.

The 2017 European Golfer Survey produced by Sports Marketing Surveys on behalf of the International Golf Travel Market, indicated UK golfers now spend an estimated €946 per golf holiday. Research indicates 85 per cent of UK golfers take a golf break of between three and six days either in the UK or overseas, and around half of all golfers now take golf holidays.

Then there’s the corporate market. Many

PGA Catalunya Resort

44

Fancourt Hotel & Golf Resort, South Africa

golfers attending your club will use the sport as a means of entertaining clients or as an incentive for members of staff, particularly when linked to competitions such as the Ryder Cup being held in Paris this year.

BECAUSE YOU’RE AN EXPERT As their club Golf Professional, they are likely to seek your advice on locations, courses and activities. Younger golfers are particularly keen on booking independent holidays online, rather than using a traditional travel agent. This offers a big opportunity for golf professionals keen to develop the travel side of their business – a feature that can result in the creation of significant income streams.

You can: Promote Golfbreaks holiday packages.

Golfbreaks.com offer a wide range of golfing holidays worldwide, and commission can be earned by recommending destinations.

Organise and lead bespoke holidays and coaching sessions.

Golfbreaks.com, the exclusive travel operators to the PGA, have provided their top tips for hosted trips and coaching holidays, Golf Professional Led Travel holidays and coaching sessions.

www.pga.info

T R A V E L

1

What type of trip should I run?

If you are running a coaching break, your resort requirements will be different to just hosting a group. If it’s a coaching break, you will need to look at practice facilities such as short game areas, grass ranges and large putting greens. For a hosted trip you may be looking for golf courses in the vicinity, along with the best in local night-life.

Top Tips Create a requirements check list to include:

• Purpose of trip – coaching or hosted and any practice facilities required • The time of year for travelling • Preferred departure airport (this may restrict where you can fly into) • Ideal transfer time from airport to resort • Length of break and the ideal itinerary • Number of people involved • What board basis is required – B&B, Half board or All-Inclusive • What type of night-life will be required • Budget including flights.

This will help you narrow down exactly what venue or resort will work for both you and your group.

2

How far in advance should I plan?

Allow plenty of time for planning and marketing to your members. The best tee times go quickly at popular resorts. In general book: • UK – 3 to 6 months in advance. Allow longer if you have a large group size • EU – 6 to 9 months in advance, longer for large groups.

• Long Haul (USA, South Africa, Mauritius, UAE) – 9 to 12 months

AND REMEMBER Always encourage members to seek your advice and assistance. Talk about your own experiences on varied courses, showing just how they can help develop golf skills.

Over the coming months, we will be looking in much greater detail at topics like marketing, sales, preparation, booking and choosing venues so as to maximize opportunities for you to generate income streams from travel.

The PGA Professional

| February 2018

B U S I N E S S

3

How do I generate revenue from a trip?

Your income from creating bespoke packages will depend on how much structured tuition you are planning. Most pros will add in the region of £30 to £50 per person per day for a trip if they are offering structured coaching, and a little less if its a hosted trip to an event such as the Masters. On average most pros will coach for approximately 1.5 to 2 hours on playing days. They will also play golf with them on more than one occasion, to offer on course tuition. Bear in mind too, you can generate income via commission for the trip itself. Often, the golf pro accommodation is free.

4

What size should my group be?

Group numbers depend on the purpose of your trip. The best ratio tends to be 1 pro to 7 amateurs for a coaching trip, and 1 pro to 15 amateurs for a hosted trip.

5

Venues

There are great venues all over the world perfect for pro led group travel. The most popular destinations are Portugal and Spain. Both destinations involve short flight time and easy access from major UK airports, three day breaks or longer, excellent resorts and golf courses for all abilities. The most popular resorts in Portugal are Amendoeira, while in Spain the most popular is PGA Catalunya and La Manga.

6

How do I market my trip?

Marketing your trip is essential. The earlier you start to promote it, the better. Talk to all your members, especially those to whom you give lessons.

There are a number of effective ways to market your trip: • Issue a personal invitation to your clients • Send out an email invitation to everyone on your database • Use social media to advertise your break • Position posters in and around the golf club to maximize visibility Once you have done a couple of trips, word will spread and members will come to you keen to book their next trip. You certainly won’t need to go to them.

Fancourt Golf Montagu

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

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Terrific Turkey

W

ith an excellent climate allowing for all year round golf and wide ranging facilities, Turkey has wide appeal. The 2017 European Golfer Survey indicated 39.1 per cent of UK golfers identified Turkey as a key emerging

market destination.

THE GOLF The coastline around Belek and Antalya has become known as the golf coast, offering access to countless championship courses providing unique challenges enabling golfers to develop their skills significantly. Golfbreaks.com offer a wide range of all-inclusive packages.

THE COMPETITIONS Antalya is the venue of numerous top competitions such as The Turkish Airlines Open. Part of the European Tour, it has been held at the classic heathland layout of Carya Golf Club in Belek since 2013. Golfbreaks. com are currently putting together a special Pro-Am tournament, held later this year at the PGA National Turkey – Antalya Golf Club.

THE CLIMATE Temperatures never dip below double figures, even during the winter months. The most popular times to travel are from May to June and September to October.

THE TRAVEL INFO There are four-hour flights from UK airports. easyJet flies from London Gatwick, Luton and Manchester. Jet2 flies from London Stanstead, East Midlands, Manchester, Leeds Bradford, Newcastle, Glasgow, Edinburgh and Belfast.

Thomas Cook flies from London Gatwick,

Luton, Bristol, Cardiff, East Midlands, Birmingham, Manchester, Leeds Bradford, Glasgow, Edinburgh and Belfast.

On arrival in Antalya, Belek is just 40 minutes drive away on the Mediterranean coast.

IMPORTANT VISA INFORMATION Visas are required and should be obtained in advance. These can be obtained on line at www.evisa.gov.tr. Arriving at the airport without a visa can result in delays in boarding your flight, or on arrival at the border. The £20 visa on arrival service is now being phased out and should not be relied on.

THE SECURITY Antalya and Belek are more than 1,000 miles from the Syrian border by road, and are regarded as one of the safest areas for visitors. The Foreign and Commonwealth Office advise against travelling within 10 kilometres of the border with Syria and the city of Dijarbakir, and to the provinces of Siirt, Tunceli, Hakkari, Sirnak, Mardin, Sanliurfa, Gaziantep, Diyarbakir, Kilis and Hatay. Passports and printed copies of the e-visa have to be carried at all times. The police frequently stop people for ID checks in busy areas. Visitors should avoid demonstrations and be vigilant in crowded places, public areas and nightclubs especially during festival periods and during Ramadan.

Top golfing destinations in Turkey PGA National Turkey, Kempinski and Antalya Golf Resort This is the leading golf complex in Turkey with two courses using very tricky undulating greens: the Par 71, 6477m PGA Sultan course and the Par 72, 5,731 Pasha course. The 2012 Turkish Airlines World Finals and 2012 World Amateur Championships were held here. Practice facilities are excellent and includes grass hitting areas for 70 players. It’s an ideal golf holiday destination as well as a venue for teaching groups.

Regnum Carya Golf and Spa Resort 5* New this year is the first fully lit golf course in Europe enabling players to play until late at night. Carya also has a unique state of the art driving range, teaching studios incorporating video analysis equipment, a 130 metre long putting green and a driving range of more than 300 metres. The Par 72, 7,186 yard course was the first classic, heathland style golf course to be built on the undulating sand hills of Antalya.

7 night all inclusive packages are available from £769 per person.

Gloria Golf Resort 5* Located on the beach in the centre of Belek, Gloria Golf Club is the largest venue in Turkey with 45 holes, including two 18hole championship courses, four putting greens and a 100 bay driving range. There are numerous bars and restaurants.

7 night all-inclusive packages are available from £479 per person.

Suerno Hotels Deluxe 5* Suerno Hotels has two 18 hole championship golf courses with 19 lakes, driving range, chipping and putting greens. The Dunes course incorporates Scottish Parkland style fairways whereas Pines has Parkland links.

7 night all inclusive packages are available from £475 per person.

Sirene Belek Hotels 5*

PGA National Turkey, Kempinski & Antalya Golf Resort

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A specialist sports and wellness hotel, It’s based in the grounds of the Antalya Golf Club on the beach front. There is a continuous shuttle bus service to the golf club. You’ll discover five restaurants and exclusive bars on site.

7 night all inclusive packages are available from £475 per person.

www.pga.info

T I T L E

Practice and Play Golf IN YOUR OWN HOME

0%

Now a vailable on

finance

Terms & Con apply ditions

“ I completely trust the numbers” Kieron Stevenson, Royal Troon Golf Club

“ Easy to use, portable, and quality data” Sam Pleshette, Crown Golf (22 venues with SkyTrak)

’S RLD O W THE ND S KI T I OF

T S R FI

“ SkyTrak is great

value for money.

Its graphics create a sense of theatre.”

Rob Price, Rushden Golf Club

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www.skytrakgolf.com 47

T R A V E L

Take Your Pick This month the team at Golfbreaks select their top five deals for PGA Members

Key Facts

Carden Park, Cheshire Country Estate 4* - UK • 2 Championship courses with excellent practice facilities • 6 bars & restaurants including a late night bar on site • Most popular pro package – 1 night, 2 rounds, dinner, bed & breakfast • Top tip – stay on a Sunday night for the best rates

Key Facts

Amendoeira Golf Resort 4* - Portugal • Perfect venue for coaching breaks with one of the best practice facilities in the Algarve • Travel from early September to Late November & Late February to late April with average high temperatures rarely dropping below 20 degrees

Key Facts

Aphrodite Hills Hotel 5* - Cyprus • Perfect for golf and coaching breaks with extensive practice facilities • 15 minutes from Paphos and 55 minutes from Larnaca airports – easily accessible from most major UK airports • Travel from late September through to April to avoid the hot summer months.

Key Facts

Precise Resort El Rompido 5* - Spain • Perfect venue for coaching breaks with 2 dedicated practice areas • Travel from early September to Late November & Late February to late April, with average high temperatures rarely dropping below 18 degrees • Half board or Semi All Inclusive available

Key Facts

Pinehurst • Perfect for golf and coaching breaks with expansive practice facilities and 9-hole golf course on-site • 1 hour 20 minutes from Raleigh Durham Airport or 2 hours’ drive from Charlotte Douglas Airport • Travel from April to October for warm temperatures and low rainfall

Carden Park is one of the most popular UK golf pro venues located just 20 minutes south of Chester. With 198 bedrooms and 2 championship courses on site it’s the perfect venue to host large groups such as Captains’ or Members’ away weekends. It also has great practice facilities including a 21-bay driving range and excellent short game area, should you want to coach your members whilst you are away GB.com special – Pro goes free with 7 amateurs and amateurs receive a free basket of balls Amendoeira is one of the most popular golf resorts on the Algarve. Set in Silves, 40 minutes North West of Faro airport it’s the perfect base for a winter coaching break. With 2 fantastic championship courses (The Faldo & The O’Connor), and extensive practice facilities with grass ranges and excellent short game areas that can be reserved, the resort offers superb value for money. Amendoeira also has a superb 9-hole, Par 3 course that can be played under the floodlights, adding some fun to one of your evenings on resort.

Most popular Golf Pro package - 4 nights bed & breakfast and 3 rounds of golf including use of practice facilities and unlimited balls GB.com exclusive – Pro goes free with 7 amateurs & FREE shared buggies all year round on both courses The newly renovated 5-star hotel and on-site PGA National golf course at Aphrodite Hills is another popular choice amongst Pros. The double ended driving range and short game area including pitching and chipping green make this perfect for a coaching break. If you fancy a change of golf course during your stay there are 3 other golf courses close by, Elea, Minthis Hills and Secret Valley. Combine all 4 with a stay at the 5* Aphrodite Hills Hotel to get the best out of your Cyprus break.

Most popular Golf Pro package – 5 nights bed & breakfast and 3 rounds of golf including use of practice facilities and unlimited balls GB.com exclusive – Pro goes free with 7 amateurs Precise Resort El Rompido is one of the most popular pro golf resorts in Spain. Located in Huelva, an hours’ drive from Faro or Seville airport, it provides an excellent base for a winter coaching break. Benefitting from 2 fantastic courses and 2 full practice areas including range, short game area and putting green it offers great facilities to teach a group of members in beautiful surroundings.

Most popular Golf Pro package – 4 nights semi all-inclusive and 3 rounds of golf including use of practice facilities and unlimited balls GB.com exclusive – Pro goes free with 7 amateurs If you are looking for one of the best golfing experiences abroad then you need look no further than the stunning Pinehurst Resort in North Carolina. With 8 championship standard golf courses on-site including the world-famous No.9 course, your group will be in golfing paradise! Expansive practice facilities with a range and numerous short game areas make this one of the best facilities for a coaching break. You also have 4 accommodation options on-site with our pick being the 5-star Holly Inn. Most popular Golf Pro package – 7 nights bed & breakfast at the Holly Inn and 4 rounds of golf including use of practice facilities and unlimited balls GB.com exclusive – Pro goes free with 7 amateurs & FREE shared buggies on all golf courses

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

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www.pga.info

T I T L E

The PGA Professional

| February 2018

49

Y O U R

B R A N D

The power of building a personal brand

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veryone has a personal brand identity whether they like it or not. It may be as simple as how you are perceived by your partner. Or it could be as complex as the brand identity of an actor, sports star or politician. Whether you are a doctor, an actor, golf pro or a government minister, the principles of building your own brand apply to you. In fact, these principles apply to everyone, because it’s about how we as individuals want to be perceived, writes Antje Doel.

David Beckham has developed a worldwide ‘personal brand’

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Your personal brand is essentially the process of developing a ‘mark’ created around your name or your career as a golf professional. You use this to express and communicate your skills, personality, and values.

Everyone has the power to be a brand in their own right. You need to find your unique selling point or USP. This will make you stand out from the crowd. As a golf professional, your personal brand is the ‘secret sauce’ you need to communicate to clients, members and the public at large. You need to tell them who you are, why they should choose you and what you can offer them. It might be you have a particularly high success rate with beginners or you are multilingual, making you more accessible to visitors from other countries who want to incorporate a golf lesson as part of their holiday. Whatever it is, it’s your uniqueness that will draw people to your range of products and services.

Remember, if you don’t develop your personal brand, others will do it for you – taking it out of your hands and ultimately out of your control.

In this new series, we will be identifying and covering in-depth, a variety of areas you need to focus on in order to build a solid personal brand for yourself.

Building a personal brand takes time and effort, but it’s worth it. The need for a personal brand will continue to increase. It’s the one thing that no one can take away from you, and it can follow you throughout your career. It’s a leadership requirement letting people know who you are and what you stand for. www.pga.info

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1 BUILD YOUR PERFECT PLATFORM The more you communicate with your audience in the right way, the better engagement you will get with existing clients and members. You’ll also widen your base and thus your income. Word of mouth is still a wonderful thing.

The end outcome is about getting so wellknown for your golfing expertise, everyone seeks you out. A personal brand is there to build trust and dependability, resulting in peace of mind and referrals resulting from your exemplary interactions with others.

Get it done 1

Think about how you want others to perceive you.

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Have you got anything that might set you apart from other pros locally or at your club? Why should people seek you out? What is your USP? – make some notes.

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Do you have an existing website? Critique it, or get someone you trust to do so.

Where can improvements be made?

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No website? Do some research and start to think about getting one built.

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Mobilise your social media channels - see the article on how to use social media effectively elsewhere in this month’s magazine.

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Remember to conduct yourself with diplomacy both on and offline.

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If you are going to have a personal brand, then you will need a website in order to create your virtual platform – think of it like a shop front. As a golf professional, your website should be your name. For example: ‘John Smith Golf ’. You will also need social media accounts to represent your brand.

2 SORT OUT YOUR SOCIAL MEDIA

Social media is key to spreading your brand identity, and your message to a wider audience. You will harness these platforms to share your voice.

3 IDENTIFY YOUR UNIQUE SELLING POINT (USP) AND YOUR STRENGTH

Think about the characteristics and strengths you’ve built in your career. If you are stuck, think about what others say about you – what do they say you’re best at? If you’re still devoid of ideas, ask around at the club and your clients.

4 OWN YOUR SPACE Once you’ve identified your USP, perfect it – your brand is a living entity – something you need to hone and develop constantly.

5 SHARE YOUR KNOWLEDGE BY BEING THE BEST TEACHER YOUR CLUB HAS EVER SEEN

It’s not enough to learn it - you have to teach what you know and spread the word.

You can do this via a number of platforms and mediums such as video, social media, writing and talking. This is where you prove you know your stuff, and gain exposure from doing so.

6 JUST BE YOU Find your own style. You don’t have to do what everyone else is doing and just follow the crowd. Use your personality, knowledge and USP to attract the clients you want to teach. Many golf pros have built their brands successfully, using video to share their knowledge. Find your own style and create a new set of footprints for other pros to follow in.

7 SET GOALS It’s important to have a clear picture of your personal and professional goals, both short and long term. This will help you identify the most important things to spend your time on. It’s also something to align new projects with.

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T I T L E

Working Together for Business and Golf

Helping the golf industry do business

Centenary House, The Belfry, Sutton Coldfield, West Midlands B76 9PT www.pga.info

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Ž PGA and The Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited.

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M A R K E T I N G

Social media and the value to your business

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ocial media is not a new phenomenon as most of us use it in some shape or form as part of our day-to-day routine.

However, while personal use seems not to pose PGA Professionals any problems, it can be a real struggle to know how to leverage these vibrant platforms for business purposes, writes Antje Doel.

In this article we’ll set out an overview of how to get those vital social media feeds to create the perfect ‘business fit’, as well as giving you a checklist of what you can get cracking on immediately. This will help you build your personal brand along with a thriving business.

WHY SHOULD I BOTHER WITH SOCIAL MEDIA? The golf industry has a vast following, so there’s a huge amount of people already interested in what you have to offer. There are lots more who might be thinking of taking up the game.

Social media platforms like Facebook, Instagram and YouTube are a brilliant and cost-effective platform. It’s the perfect way to communicate with like-minded people, potential customers, other clubs and Professionals.

A lot of PGA Professionals have –

until now – relied on word of mouth to drum up trade. But in this golden age of communication, you have the potential to tap into a far wider audience, allowing you to showcase your skills, products and what makes you different.

FACEBOOK AND THE PGA PROFESSIONAL As we noted previously, most people have a personal Facebook account to keep up with friends and family. But this is not the place to necessarily promote your business. You can certainly invite friends and family to like your business page, but it’s better and more professional to keep the two separate.

First things first. You will need to set up a business page on Facebook. This can be done via your personal account. If you don’t have an account at all, you’ll need to create one.

Once you’ve got your business page up and running, you need to think about creating updates of interest to your followers – it has to contain relevant content.

The point of all social media is to be just that – social – so it’s not just about broadcasting what you have been up to, or new lines added to the Pro shop. You need to source some third-party content too. That can be anything of interest in the news, either local or national golf related material. It could be sharing a new ‘How

If you’re still unconvinced, think about this: Facebook has 2.7 billion active users every month.

There are 1.15billion active mobile daily users.

1.37 billion people log into Facebook daily.

The fastest growing segment is 55 to 65-year-old females.

Highest traffic occurs mid-week between 1 and 3pm.

On Thursdays and Fridays, engagement is 18 per cent higher.

More than 100 million people use Instagram each month *Sources: Facebook, Bit.ly Blog

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• Go to your Facebook Page.

• Click Settings in the top-right of your Page.

• Click Instagram Ads. • To add an existing Instagram account to your Page, click Add an Account.

• Enter your Instagram account’s Username and Password, and click Confirm.

Happy posting!

to’ video, or even sharing good news if one of your students has mastered a particularly difficult shot. If you post pictures of them, remember to get permission and then tag them, so they can share it with their friends too. Remember, most people love a bit of public praise, and also want to hear other people’s success stories – especially if they’re taking lessons too. There’s nothing like a bit of healthy rivalry among peers. It will also build your reputation as a coach.

Ideally, you want to initiate a conversation, so make sure your post has a call to action.

For example: “Need help with your swing?

Post a picture for some instant analysis”.

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Don’t be disheartened though, if it takes a while to build up followers and get a conversation going. It’s best to grow your audience organically. By posting regularly, you will keep your audience engaged.

Because it’s a business page, you will have the capacity for people to review you.

Encourage your students to ‘like’ your page, and leave a review. Most likely, you’ll have nothing but positive ones, but if you should get something negative, make sure your respond in a polite manner befitting a public platform. If possible, offer to make right whatever the criticism was. This will show your professionalism and a great level of customer care. Equally, if people message you on Facebook, make sure you take time to respond.

Ideally, you have a smartphone with the Facebook App, meaning you can post and respond without having to rely on being at your computer at home.

INSTAGRAM – THE INSTANT HOLE-IN-ONE? Instagram is not just a place for the Kardashians to pout their way to fame. It’s a superb medium for PGA Professionals

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Instagram is by far the most successful. I find it’s the easiest to use, while

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HOW TO LINK FACEBOOK TO INSTAGRAM

conveying your point in the best way possible.

Charles Marshall

to showcase themselves, their lessons and merchandise, because it’s naturally very visual.

With more than 100 million users monthly, this photo-platform is a great way to build up your following. As with Facebook, it’s better to have a separate account for your business. Every Instagram post you create can be accompanied by a short message or caption, and a few hashtags. The hashtags help organise and categorise your photos and video content, aiding the process of content discovery and optimisation. For example, you could post a picture of you taking a tricky put, and might use hashtags such as #Golf #Putting #Golfing before uploading the post to Instagram.

There are a variety of different types of hashtags you can use. Branded hashtags are hashtags unique to your business. It can be as simple as your company name, tagline, or the name of one of your products or campaigns. Or it can be a hashtag nothing to do with your brand name, but with everything to do with brand identity. While community hashtags are meant to increase the reach of your message, branded hashtags are designed to connect themes for you and your audience. They can be used to promote a campaign, or aggregate user-generated content. A good example of a community hashtag is #Instagood.

Adding random and irrelevant hashtags to the end of your Instagram posts won’t grow your audience. Instead, find out which www.pga.info

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WHO’S DOING IT WELL?

Interview with Charles Marshall CGM-Rehab Head Sports Therapist

How has social media transformed your business?

“Instagram opened the pathway for me to start working in professional golf. I was always interested in working in the industry, and played golf from a young age, so it was always a passion of mine. I followed a golf coach/touring professional called Zane Scotland on Instagram, who is one of my close friends now. Back then, I didn’t know him, I only saw him on Instagram posting videos of him coaching and I liked the way he did things, so I messaged him and asked if I could have a lesson. Once we got chatting he mentioned he had a bad back, so I had a look at it for him, and it snowballed from there.

“As the PGA Professional network is quite tight, people know each other from all over the country. I started working with professional golfers Zane had recommended, and eventually he and I formed a partnership with my business and his coaching academy.

I look after most of his professional golfers from a sports performance and injury prevention perspective. So, without the power of Instagram none of this would of happened! It has also allowed me to showcase my skills as a practitioner and performance coach, which has brought me business and also connected me to other health professionals and coaches in professional golf.

“The future is now very exciting as we are hoping to open a new facility for elite level tour players, with everything under one roof, a performance centre, treatment room and high-level practice facilities.

Which platforms do you find are most successful and why?

Instagram is by far the most successful. I find it’s the easiest to use, while conveying your point in the best way possible. I love the fact you can post videos of exercises other golfers might find useful, or even generate a new clients. I think the traditional days of spending huge amounts on marketing is becoming a thing of the past The PGA Professional

| February 2018

in my profession, and Instagram is far more powerful than any email generation. When I meet golf coaches or performance coaches, I can almost guarantee, ‘what’s your Instagram?’ comes up in the conversation. I make a conscious effort to post my Instagram stories, and I will break down my sessions with each of my golfers, and post key elements of what I do with them.

How do you manage your social media feeds?

How often do you post and do you have a separate professional account?

I manage my feeds myself because my account is still small, but it’s growing rapidly. I tend to only follow people in the sports performance industry and a lot of people in golf, strength, conditioning and injury prevention. I have a separate personal Instagram account, but I don’t use it anymore, because it’s very time consuming managing just one account. I try and make a conscious effort to post once every two days, and I update my story every day.

Check out Charlie’s Instagram here: cgmrehab, He also has a brand new website: www.cgmrehab.co.uk

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TOP TIPS TO OPTIMISE YOUR VIDEO CONTENT • Come up with a cracking headline/title for your video.

• Create outstanding content – think about your audience and what you want your video to convey.

• Add a text box to your video, so you can add in your website URL. • Brand your video with a logo if you have one.

• Share, share, share on social channels.

THE POWER OF YOUTUBE YouTube is, as you probably know, a videosharing network. Individuals have uploaded most of the content, although brands, media outlets and other organisations are seeing the benefits. Indeed, video is the best content marketing medium available to businesses. It’s a brilliant forum for golf instructors to showcase their brand in an interesting and engaging way. Countless studies prove video is the way to blaze a trail through social ‘noise’. Smartphones have video recording facilities, and inapp editing options. You don’t need a professional videographer to film for you, especially as the best content is no more than a couple of minutes long. However, you might need to persuade a friend or colleague to film you, while demonstrating a swing or similar technique.

Many PGA Professionals are building their own YouTube channels, viewers can subscribe to. Many are finding new clients after sharing videos to their social networks.

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As a PGA Professional, you have many strings to your bow. Setting up and regularly using social media will raise your own personal brand, essential for the growth of your business

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hashtags your audience is using, and see which ones best fit the content you’re publishing. Hashtags should be relevant containing keywords users are searching for. It’s always a good idea to do some competitor research, and find out which ones they’re using. By doing this, you’ll find out which hashtags get the most engagement, and you can use them too – unless they’re branded or personal to that account.

Social Media Expert

A quick search on YouTube should give you an idea of what your peers are doing – but things like top tips and ‘how to’ always work well. If people invest time in watching your video, the best way to get them to come back for more is to teach them something.

Think about common student bugbears, and put together a series addressing these problems.

When filming, remember it’s educational and not a sales pitch. Optimise your video – do a Google search to find out your relevant key words and add them into the title. Your video will move up the ranking if you do. Add those key words into the video description and tags. Lastly, try and target search phrases like: “Getting out of a tricky bunker shot”.

It may seem overwhelming to think that you have to manage all these social accounts. There is however, a way to make

it easier. You can link your Facebook business page to your professional Instagram account, so you only need to post content once. This can work well, but you will need to invest some time in getting the hashtags right.

As a PGA Professional, you have many strings to your bow. Setting up and regularly using social media will raise your own personal brand, essential for the growth of your business. It will also help you travel beyond your existing network, broadening your reach and widening your client base. It needn’t be daunting either, take things in bite-size chunks to make your workload more manageable.

Get it done this month ✓ Create a business page on Facebook.

✓ Create an Instagram account. ✓ Link the two accounts (as above)

✓ Research competitors – see what they are doing.

✓ Research and make a note of relevant hashtags and use them in your posts.

✓ Invite clients to like your page and add social media buttons to your website if you have one.

✓ Get posting – start with one or two posts a week initially.

See when competitors post – they may know when the best times are to reach your target audience.

✓ Answer feedback or questions promptly.

www.pga.info

C O A C H I N G

O P I N I O N

Does The PGA Golf Swing Still Exist?

This article, and a follow up next month, will attempt to bring the reader up to speed with what is delivered within the areas of Golf Coaching and Sports Science or Coach Education today. It will offer some comparisons to the training and education many of you will have gone through, in particular those of you who undertook training in the 1980’s and 90’s.

In my role as Head of Coaching and Sports Science I’m constantly surprised at the frequency with which I hear the term “PGA Golf Swing”.

It’s usually used when a PGA member is referring to what they think is being taught on the PGA Training Programme, and it’s normally related to “not being aware of what the PGA teach nowadays”.

Along similar lines, it’s sometimes expressed to pass the teaching/coaching assessments, an assistant needs to make sure they do it ‘the PGA way’. The inference is there is a very prescriptive method needing to be learnt, and regurgitated, to successfully pass the practical coaching elements.

‘THE BURGUNDY MANUAL’ At the heart of the idea of a ‘PGA Golf Swing’ sits the PGA Manual of its time, commonly referred to as ‘The Burgundy Manual’ (BM). The observations in these two articles come from reviewing the content of a copy authored in 1992.

The BM was broken up into four sections, with ‘Teaching’ being one of them. The Teaching section contained just 72 pages of information, covering: • What to Teach – Technique/Swing Mechanics, Playing a variety of shots • When to Teach – the sequence of skills • How to Teach – methods to

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communicating with the pupil Perhaps surprisingly, especially for those of you who just remember being taught about ‘The PGA Golf Swing’, the first section addressed is ‘How to Teach’ – on the basis that;

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Knowing How to teach is perhaps more important than knowing What and When, because without such insight little impact will be made upon the pupil.

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D

avid Colclough is Head Of Coaching & Sports Science at the PGA, charged with the role of supporting members with their own personal and professional development. In the first of two features, he brings members up to date with the PGA’s approach to coach education.

A quote from the PGA manual (1992)

This is a stance recognized today as wholly appropriate for anyone wanting to be an effective coach in any sport. However, far more weight is generally attributed to it 57

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‘‘

Today, the player sits very much at the heart of the philosophy of how to coach, and understanding the physical attributes that they possess plays a significant role in determining how they may eventually swing a golf club and play the game. As such, there is a much stronger emphasis placed on understanding how to detect whether a player has a ‘normal’, restricted, or overly mobile range of movement. Without that knowledge a coach is far less able to determine the best possible interventions with a player. Indeed, they may well injure that player if they are not aware of the consequences.

To those ends, students are encouraged to begin to understand Anatomy and Physiology, and appreciate ways to ‘screen’ an individual which will more clearly identify ‘Physical differences’.

Much of the final part of this first section of the BM, focuses on the ‘Meet and Greet’, ‘Teaching Groups’ and ‘Qualities of a Good Instructor’, and contains information still holding true today.

A ‘PLAYER CENTRED’ APPROACH? Reflecting on the information provided in the first section of the BM, and the notes above, it is clear at the time, the player-coach or teacher-pupil relationship encouraged the PGA Professional or teacher to dominate the engagement with the player or pupil. At a pedantic level, the wording itself suggests a more autocratic relationship between the two. At a deeper level the limited information offered about how people learn and the individual differences a coach might have to deal with, suggests the teacher simply transfers the information needed to the pupil through Explanation, Demonstration and then Application of how to swing the club.

The Pupil then takes that information on board and needs to practice to “fix and make that skill permanent”. There is very little

‘‘

nowadays than the following 10 pages.

This is the first significant difference between the Training Programme of today, and that available in the 1980’s and 90’s.

In this ‘How to Teach’ section, the first two areas referenced are ‘How People Learn’ and ‘Instructional Methods’.

How People Learn is summarised in one page and refers to learning through Verbal, Visual and Kinaesthetic means. That lays the foundation for the guidance to work with any pupil through a process of: • Explanation • Demonstration • Application This methodology puts the onus on the Teacher to begin every intervention with a player by explaining, then demonstrating and finally allowing the player to develop a feel for the movement. The justification is before a player tries something they need to understand what is required of them, through a verbal explanation and a visual demonstration.

Whilst this is one way, it’s certainly not the only way that a coach might introduce a skill to a player (new or established). This is now more widely covered in today’s programme through reference to Motor Control and Skill Acquisition theories, and principles used to enhance performance and learning.

Further on in the BM, ‘Factors affecting Learning’ are also addressed, and fleeting reference is made to the following topics: • Motivation • Individual Differences - Age - Physical differences - Women - Juniors All of these topics listed above are covered in much greater depth now, and perhaps a prime example of the progress that has been made is when one compares the detail covered in ‘Physical differences’ with today’s material. The full text in 1992 stated:

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Allowances need to be made for pupils with different physiques: Short or Tall People, Lean or Stocky.

That’s it…. 17 words.

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information given to encourage the coach to consider individual differences.

Today, a significant emphasis is placed on not only starting to understand an individual’s physical abilities, psychological traits and lifestyle issues, but also addressing how to develop strong coach-athlete relationships to understand the needs of an individual from a social and health related perspective. A more ‘holistic approach’ to player development-player performance is central to being an effective coach.

PGA TRAINING In closing this first article, it’s very evident the work of the BM is primarily derived from the work of some very caring, very knowledgeable individuals. They must have invested untold hours in to the development of the manual at the time, as well as those who contributed prior to the 1992 version I’ve reviewed. This article and the following one on the ‘When’ and ‘What’ is in no way meant to belittle their efforts. Indeed, as in most fields, we stand on the shoulders of those who went before, trying to continue to improve the training based on the understanding of the present day.

Today, we constantly review how successful PGA Professionals are developing their own coaching practice. We look at coaching practice in other fields, and consider relevant sports coaching and sports science research offering insights into fundamental principles from which sound coaching practice can emerge.

The balance of practice and theory is critical to ensuring we include topics having an impact on the overall effectiveness of PGA Professionals when they coach individuals.

NEXT ISSUE

In the next article, I will address the idea of the ‘PGA Golf Swing’, identifying why it belongs to a different era, and compare the ‘When’ and ‘What’ elements from the BM, and today’s PGA training and education programme.

www.pga.info

M E M B E R S

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Event tickets benefit for you and your members

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GA Membership entitles you to take advantage of a host of benefits and incentives designed to create a positive effect on your life either at work or play. This month’s featured PGA Members’ benefit looks at the Affiliate Programme, in partnership with the European Tour.

Andrew Herridge, of Leeds Golf Centre, heard about the Affiliate Programme through a PGA email communication. He said: “For me it was a no-brainer to sign up. I knew some people who wanted to attend these events, so I managed to save them some money and make something for the privilege.

“The process was fairly easy, as all you had to do was send an email and get a code for customers to use. It’s been beneficial as it’s allowed me to offer an extra service not possible before. In effect it’s another opportunity to engage with customers, and maybe take a few of them to one of the events. It helps build relationships with Members as they are grateful you can both save them money, and generate a small supplementary income off the back of it.”

Alistair Welsher based at Tiverton Golf

Club was equally as impressed about the Affiliate Programme. He added: “I thought it was a no-brainer. It’s a chance to earn some money whilst also offering a service (the discount), to the Members of my golf club.

“The process of signing up was very easy, and I benefited by earning just over £50 commission so I was very happy. I would say to other PGA Members looking to take part, it’s quick and easy, and the members at my golf club really appreciated the exclusive discount I was able to get them.”

It really is very easy to sign up to the 2018 Affiliate Programme. All you need do is send an email to: membership@pga.org.uk.

The deadline for signing up to the 2018 Affiliate Programme is 31st March 2018 and further details will be released after this date.

Ryder Cup

The Open

Complimentary access to the Ryder Cup, preferential rates for your guest and access to the private, on-site PGA Member Marquee.

Complimentary access to the Open Championship.

European Tour tickets

Watching the great names in golf at some of the finest European Tour venues for free is a popular Member benefit, but not many Members are aware of a scheme allowing you to make a little extra money at these thoroughly enjoyable events. The PGA is continuing to work with the European Tour to develop an Affiliate Programme, where you can earn commission on ticket sales at certain European Tour tournaments.

These include the prestigious BMW PGA Championship at Wentworth in May, and the British Masters at Walton Heath in October. Also included in the scheme are the exciting Dubai Duty Free Irish Open and Aberdeen Standard Investments Scottish Open, with both taking place in July.

For the majority, the Affiliate Programme allows you to pass on a discount on tickets to your club Members. What’s more you don’t need to attend these events, to be able to generate commission from any ticket purchased using your affiliate code.

Access to the private, on-site PGA Member Marquee for yourself and a guest.

Complimentary access is also granted at a number of European Tour promoted events, including the BMW PGA Championship, British Masters, Irish Open, and Scottish Open.

Further details, including the full list of promoted events can be found within the Members’ Benefits area on www.PGA.info

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PGA Benefits PGA Membership entitles you to take advantage of a host of benefits and incentives.

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@wrigley.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 your membership number.

SkyCaddie Heavily-discounted personal use prices start at £60+ VAT for a SkyCaddie GPS or £70+ VAT 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+ VAT) on your first sale and 20% fee on any future sales.

Email sales@skycaddiegps.co.uk, or call 01844 296 358.

Huxley Golf Incentive programme of up to £500 in commission when recommending customers to purchase an allweather home putting green.

Call 01962 733 222 or visit www.huxleygolf.com

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 Visit the members’ product portal at: www.coca-colapga.com

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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

Village Gym Exclusive discounted health club membership at 28 Village venues. £35 per month with no joining fee (potential saving of up to £224/year) To receive this offer, visit the gym reception at the club you wish to join, and show your PGA Member card.

Visit www.villagegym.co.uk

Denplan Enhanced, discounted dental healthcare through the PGA corporate plan.

Call 0800 838 951 quoting PGA.

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

Visit www.bmwvip.co.uk/pga Call the BMW PGA Sales Centre on 0207 514 3599 or email: pgasales@bmw-issd.co.uk

Peugeot Preferential rates available on a selection of cars over 24 months.

Visit www.peugeot-contract hire.co.uk/pga Contact your local Peugeot dealership, or call the Peugeot Business Quoteline on 0345 313 3811.

ARAG Free legal advice if you live in UK and RoI. Covers employment, commerical, consumer, property, personal injury, family etc.

24 hours a day, 365 days a year.

Call 0330 303 1846 quoting PGA.

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Public liability insurance Cover 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 claims, contact Howden on 0121 698 8050.

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

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

PAYE/National Insurance advice Free helpline.

Contact michael.hepburn@bdo.co.uk or call 0131 347 0355 quoting PGA.

First Data Merchant Solutions Preferential rates to PGA members for accepting credit and debit cards.

Call 0800 652 5808 (new customers) or 0345 606 5055 (existing customers), quoting T25.

Recruitment Services Business Relationship Officers (BRO’s) are here to help forge stronger links within the industry and support you in your role.

For more information, contact yvonne.mcphillips@pga.org.uk or call 01675 470 333.

Recruitment advertising As a commitment to creating employment and career opportunities, you can place a free recruitment advert (under 50 words) online and in print.

Call 01675 470 333.

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.

Contact the Golf Pro Travel Team on 01753 752 880 or golfpro@golfbreaks.com Visit www.golfbreaks.com/pga-pro

The PGA Professional

| February 2018

B E N E F I T S

Aphrodite Hills - Holiday Residences 25 per cent 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.

Quote PGA Professional when contacting: reservations@aphroditehills.com

Aphrodite Hills - Hotel 20 per cent discount from package rates.

Quote PGA Professional when contacting reservations_mgr_AH@atlanticahotels.com Visit www.aphroditehills.com

Pestana Vila Sol, Vilamoura, Algarve Luxury five-star resort, host venue for the Lombard Trophy grand final 15 per cent discount to PGA Members and amateur participants in each regional final.

Book direct through www.pestana.com/en/hotel/pestana-vilasol using promo code: 20516W0LX.

Antalya Golf Club & Sirene Hotel Attractive all-inclusive rates for you and your family.

Call +90 242 710 0800 or email: dilek.ergun@sirene.com.tr quoting PGA.

Formby Hall Golf Resort & Spa Newly refurbished, luxurious fourstar accommodation from just ÂŁ78 per room B&B (max. two occupants) and includes use of the upgraded pool and health club.

PGA Member deals available Sunday to Thursday for business or leisure.

Contact Mark Williams on 01704 875 699 or reservations@formbyhallgolfresort.co.uk quoting your member number.

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Assistant Professional A fantastic opportunity for a training applicant or registered assistant to join the team of professionals at Elie. Situated in the East Neuk of Fife, a short distance from the home of golf at St Andrews.

Chevin Golf Club Head Professional Chevin Golf Club, established 1894, is a premier members’ club in Derbyshire.

The role will involve working between the family environment of Elie Sports Club and first-tee starting on the prestigious and historic Elie Links 18-hole course, venue for this year’s Scottish Women’s Amateur. An excellent learning environment will be provided to advance personal development under the guidance of Advanced PGA Professional Gavin Cook and his team of assistants.

Facilities include: • Historic 18-hole Elie Links course • Nine-hole Baird course • Covered driving range • Teaching / fitting studio with launch monitor • Chipping / pitching short game area • 18-Hole putting green • Tennis courts • Bowling green • One of the largest independent pro-shops in Fife The successful candidate should be passionate about golf, as well as being polite, enthusiastic and willing to learn. Attractive basic retainer package plus guaranteed junior coaching fees and good additional lesson earning potential.

More details at: www.eliesportsclub.co.uk/assistantjob/ Applications in writing to gavinpga77@gmail.com with CV and covering letter before February 25, 2018.

Following the recent retirement of our Head Professional, an opportunity has arisen for an enthusiastic, well qualified individual, to run a retail golf shop and provide tuition, club fitting and club repair services for members and visitors.

Key Responsibilities: • • • • • •

Work as part of the team with the Board of Directors and General Manager to take the club forward Ensure a high standard of customer service at all times Operate and maintain a well-stocked shop Be responsible for coaching, club fitting and tuition programmes Assist with the management of competitions Assist with management of society and corporate days For more detailed information about the services we require please contact Mr A Mellor, General Manager at: manager@chevingolf.co.uk and send a covering letter, CV and CPD statement.

Please indicate past experience and your aims for the success of the business.

Closing date for applications: 28th February 2018 Chevin Golf Club Golf Lane, Duffield DE56 4EE

www.chevingolf.co.uk Office 01332 841864 Professional 01332 841112

DIRECTOR OF GOLF MOSELEY GOLF CLUB WEST MIDLANDS Moseley Golf Club in Birmingham is a private members’ club with a parkland course established in 1892 and designed by Harry Colt. The club has a rich history and is proud of its much admired course.

We are at the start of an exciting transformation programme and therefore require an exceptional person to take on the role of Director of Golf.

We are looking for a charismatic leader who will be our agent for change, commercially minded and customer orientated, with excellent communication skills delivering all aspects of our golf business.

Reporting to the chair of the committee and working closely with other directors of the club the role carries management responsibilities, with special attention to identifying marketing opportunities, delivering the business plan to drive membership, green fee revenue, food and beverage and events income.

The Director of Golf will lead the staff group to deliver a ‘one team philosophy’ and provide a high level of service to members, guests, visitors and other stakeholders.

Salary: Competitive Benefits: Pension, 25 days annual holiday excluding bank holidays Enquiries to: admin@moseleygolfclub.co.uk or 0121 444 4957 Option 2 Contact: Andrea Hickman, Chair of Committee Applications in writing or by email including CV by 26th February.

Registered Assistant A superb opportunity and fantastic potential for someone currently registered on the PGA Training Programme to further develop their career at The West Lancashire Golf Club, which hosts Open Qualifying and many other prestigious events. Facilities include; Indoor performance studio and extensive practice facilities. The successful applicant, who will benefit from the extensive skills of the Head PGA Professional, must have excellent IT and communication skills, an interest in retailing / custom fitting / club repairs, and commitment to provide excellent customer service.

Applications with cover letter and accompanied CV to: gavinabsongolf@hotmail.co.uk Closing date: Friday 23rd February 2018.

We have exciting opportunities for: Assistant Golf Professional - Key roles will be enhancing the member and guest experience, in the shop selling merchandise, co-ordinating member’s competitions along with tee-sheet management with the possibility of coaching lessons with our members.

Retail Associates - Key roles will be enhancing the member and guest experience, selling shop merchandise, booking tee time reservations, booking in stock on point of sale, upselling.

You will need to demonstrate an enthusiastic, positive can do attitude while meeting and exceeding high expectations.

Please email a covering letter and CV to Janet Smith at janet@londongolf.co.uk by 28/2/18.

Due to significant investment Pitch Bishopsgate London will shortly be opening its second floor to become a nine-bay members’ club.

Featuring a bar, corporate entertainment facility, TPI fitness suite and a world-renowned club fitting facility to compliment the current lower ground academy, Pitch will become the ultimate golfing facility in the city of London.

We are looking for several outstanding individuals to fulfil a number of roles, not only at our current location but a further west London venue and a grass roots academy opening later this year.

The roles we are looking to fill commencing April/May 2018 are: * 2 x Director of Golf * 1 x Expert club fitter * 4 x Teaching professionals (GC2HMT/Swing Cat knowledge a big advantage)

* 2 x Training Assistants

(particularly first year or recently registered living within greater London)

In return for your dedication you will be offered an all-year-round job, competitive lesson rates, career progression to lead our new venues and the chance to be part of a great team of talented individuals.

Interviews will commence from January and we urge you to apply even if you think you lack experience as full training can be provided and ongoing.

Please send CV and covering letter only for the attention of Elliot Godfrey and Chris Ingham to: info@pitchldn.co.uk Closing date – Wednesday, 28th February 2018.

Golf Development Professional at South Essex South Essex Golf Club is part of the Crown Golf Group, it has a strong customer base situated in a populated location. Its facilities include 27 holes, a floodlit driving range and short game area.

Crown Golf have re-defined the role of the Golf Professional across all venues with the introduction of an exciting new position - Golf Development Professional (GDP).

In a move designed to return the club professional’s role to its true purpose, this role frees our most qualified PGA Professional from the numerous everyday operational tasks which traditionally limit the ability to engage and spend time with our members and customers.

This is a retained role with a fantastic package made up of a retainer, commissions and coaching, all designed to introduce new golfers and provide a first-class service to our customers.

This exciting new Golf Development Professional (GDP) role will include:

Qualities and attributes required:

•

Coaching opportunity, including one to one lessons, adult groups and junior academy

•

•

Support through academy management software GLF. LOCKER, and marketing both digital and collateral

The successful applicant must love engaging with customers, have a passion for coaching and be well organised

•

•

Equipment provided such as SkyTrak with iPad

Working with the club and company’s management team to create, engage and retain customers

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Retainer for services

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Have a ‘can do’ attitude

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A retention and participation bonus

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Good IT skills

We would love to hear from you if you think you have what it takes to be part of our team.

If you are interested in applying for this role please contact Richard Williams, General Manager sending your CV to: southessex-manager@crown-golf.co.uk

E M P L O Y M E N T

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

UK & IRELAND Club seeks to recruit training applicant or registered assistant – immediate start available for suitable candidate. Send CV and cover letter to: manager@malonegolfclub.co.uk before February 28.

Opportunity for training applicant or registered assistant at busy, top 50 club. Friendly, private members’ club, with superb teaching / practice facilities and indoor golf studio. Must be flexible to work through the week and weekends. Apply by letter with CV to Simon Williamson at: swprogolf@gmail.com before February 15.

Coombe Hill Golf Club, Surrey

Kings Hill Golf Club, Kent

Malone Golf Club, Belfast

Assistant professional required to enhance current team at very busy, private members’ club near central London. Applicant must be proactive with good communication skills. Apply with cover letter and CV to Head Professional Mark Lawrence at: m.lawrence@chgc.net before February 25.

Registered assistant required with a level one coaching qualification to join the pro shop team. Applicant must be able to deliver high level of service to all whilst being motivated and reliable. Position will entail shop sales, range assistance and junior/schools coaching. Apply to Chris Pearson at: office@kingshillgolf.co.uk by February 15.

Cottesmore Golf & Country Club, West Sussex

St Mellion Golf Resort, Cornwall

Fantastic opportunity for friendly, reliable training applicant / registered assistant with good communication skills and of smart appearance to join an experienced team of PGA Professionals at a busy golf resort. Recent shop fit complete along with new swing studio. Send CV to Steve Grouwstra at: directorofgolf@ cottesmoregolf.co.uk by February 19.

This premier golf venue is looking for training applicant / registered assistant to join the team. Applicants must have outstanding sales and communication skills and passionate about the commercial side of the industry. Email why you want to work at St Mellion to David Moon at: stmellion-golfmanager@crown-golf.co.uk before February 15.

Lets Golf Academy, Surrey

Reigate Golf Club, Surrey

Teaching Professional required to work over two sites. Position is suited to qualified professional or year three assistant. Earnings potential of circa over £60,000 for motivated individual. Position also offers the finest facilities in an affluent area. Apply to: stevefurlonger@gmail.com and benjo8@me.com before the closing date on February 26.

Assistant position available at very friendly members’ club. Would suit individual ready to start PGA training or currently in training.

Learn all aspects required of the PGA Professional. Coaching and playing expected alongside helping with growing junior section and shop hours. Interested? Email Cliff Gough at: proshop@ reigateheathgc.com before February 16.

Playgolf World

Rickmansworth Golf Course, Hertfordshire

Exciting opportunities for qualified professionals at our five venues across the south east. Successful candidates will have passion for junior coaching and growing a successful teaching diary. We are looking to employ professionals with an enthusiastic personality and experience coaching junior golfers. Apply to: mark. hetherington@playgolfworld.com by February 28.

We require Year 1 or 2 PGA assistant in training to work alongside the golf operations manager on all aspects of the day-to-day business.

Role includes operating the shop, memberships, societies and Lessons. Commission on sales and a percentage split on lessons. To apply email: jon.darby@hertsmereleisure.co.uk before February 23.

Kirkby Valley Golf Club, Merseyside

First year registered assistant required at busy club. Should be highly motivated and keen to learn. Role is based in the golf shop with further duties within golf operations. 30+ hours per week with flexible shifts allowing time for practice and playing. CV and cover letter to: david@kirkbyvalleygolfclub.co.uk before February 15.

Training applicant / registered assistant required at busy, private members’ club. Proshop hours are flexible with the focus on expanding the existing adult New2Golf and junior sections.

Applicants must be pro-active with good communication skills.

Apply with cover letter and CV to Anthony Middleton at: amddgolfpro@aol.com before February 28.

Market Rasen Golf Club, Lincolnshire

The Drift Golf Club, Surrey

Llandudno Maesdu Golf Club, North Wales

Registered assistant / qualified professional required by March 2018 at busy members’ club. 30 shop hours with excellent opportunities to play and teach. You must be reliable, have a passion for golf and deliver great customer service. Apply with CV to: jrcantgolfshop@ yahoo.co.uk before February 15.

Fantastic position for training applicant / shop assistant. Applicants must be able to deliver a high level of service to all. Further income opportunities available. Send CV and cover letter to Sam Quirke: proshop@driftgolfclub.com by February 16.

Stockley Park Golf Club, West London

PGA qualified assistant to join our team at our Castle Eden store.

Duties to include coaching, custom fitting and retail. We are looking for an enthusiastic person with good product knowledge.

Own transport essential. Applications with CV to info@ timjenkinsgolf.co.uk by February 28.

Fantastic opportunity for registered assistant at this busy former European Tour venue. Ideal candidate must be self-motivated, hardworking, team player along with an exceptional level of customer service. Roles will include shop work, coaching and custom fit. Send CV and cover letter to e.badham@ stockleyparkgolf.co.uk before February 15.

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Silloth On Solway Golf Club, Cumbria

Tim Jenkins Golf, County Durham

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E M P L O Y M E N T

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

Tee To Green Coaching, Enfield

The Warwickshire Golf & Country Club

Growing, forward-thinking academy seeks like-minded coach to join existing team at Trent Park. Opportunity for high earnings with flexibility to control your own diary and lifestyle. Full training provided, Junior development coaching and all adult coaching ready available. Contact grant.sayer@teetogreencoaching.com before February 28.

Golf Membership Sales Advisor required. We are looking for an enthusiastic individual with a positive attitude and sales experience.

In addition to a competitive salary, we offer an excellent range of staff benefits. email CV to t.kennedy@theclubcompany.com before February 28.

Droitwich Golf Club, Worcestershire

Opportunity for registered assistant or training applicant to work at large members’ club and in a busy coaching environment. Position will allow time for playing and flexible working hours. Applicants should apply for this position by forwarding a detailed CV along with any references to: gavinlunny@gmail.com before February 28.

PGA Registered Assistant required, Year 1 or 2, at busy, private members’ club with excellent facilities. Passion for teaching, playing and retail essential. Must be highly motivated and be able to provide high customer service. Apply with CV and cover letter to: philcundy@hotmail.co.uk before February 19.

West Lancashire Golf Club, Liverpool

Fantastic opportunity for someone currently looking to register on the PGA Training Programme at The West Lancashire Golf Club, which hosts Open Qualifying and many other prestigious events. Facilities include; state-of-the-art indoor performance studio and extensive practice facilities. Applications with cover letter and accompanied CV to gavinabsongolf@hotmail.co.uk before February 23.

Naas Golf Club, Co. Kildare

Elderslie Golf Club, Renfrewshire

Exciting opportunity for registered assistant. Role includes custom fitting, club repair, retail and merchandising, coaching all abilities and developing junior section. Ambitious individual with knowledge of Club v1 software, proactive attitude while meeting and exceeding high expectations. Apply to Scott McGrenaghan at: professional@eldersliegolfclub.com before February 28.

Hallmark Welcombe Golf Club, Warwickshire

Unregistered or first year assistant required to join team at Bristol & Clifton G.C. Seasonally flexible 30 hours’ pro shop retail work, opt-in pension scheme available, holiday entitlement, subsidised food and Under Armour uniform, as well as excellent coaching opportunities. For further details, email CV to: paulpro47@ btinternet.com before February 20.

Head Professional / Operations Manager required. Would suit ambitious, capable qualified assistant or existing golf operations manager / supervisor looking for a broader role. Benefits include competitive salary, tuition income, bonus, training initiatives, gym / spa use. Exciting opportunity awaits! Email John Prior at: welcombe.golfmanager@hallmarkhotels.co.uk before February 28.

Visit hallmarkhotels.co.uk/golf

Tidworth Garrison Golf Club, Wiltshire

Nefyn & District Golf Club, Gwynedd

Training applicant or registered assistant required to join the professional team at this superb private members’ club. We are looking for an enthusiastic person with good communication skills and a passion for delivering a great customer experience. Email CV and cover letter to: mboscott@tgigolf.com by February 21.

Recruiting for registered assistant to creatively manage and develop the club’s junior academy and adult beginners as well as develop their own client base by encouraging increased local interest in the club’s facilities. See nefyn-golf-club.co.uk/blog for more details and application requirements. Closing date: February 28.

Little Golfers, Buckinghamshire

Centurion Club, Hertfordshire

PGA Professional required for Little Golfers’ third location in Milton Keynes. Main focus on juniors but also able to deliver adult coaching as Head Coaching Professional. Ideal candidate will have an enthusiastic personality, passion for coaching and experience dealing with groups of children. Apply to: info@ littlegolfers.net by February 28.

Fantastic opportunity has arisen for training applicant / registered assistant to join our golf operations team at the Centurion Club, home of the European Tour GolfSixes. Applications including cover letter and CV to: dmorris@centurionclub.co.uk before February 16.

Paul Mitchell Golf Academy, Bristol

Mapperley Golf Club, Nottinghamshire

Recently registered Year 1 or 2 assistant required at busy members’ club. Ideal candidate must be self-motivated, hardworking, team player with exceptional levels of customer service. Roles include shop work, coaching (group and individual) and custom fit. Send CV and cover letter to Jon Newham at: pro@mapperleygolfclub. org by February 28.

Leek Golf Club

Registered assistant / training applicant required to work at a busy members’ club. Roles will include retail, repairs, custom fitting and junior coaching with plenty of time to play. Candidates should be highly motivated, enthusiastic, and hardworking with good retail and communication skills. Apply with CV to: grogula1@talktalk. net by February 28.

The PGA Professional

| February 2018

The Royal Automobile Club, Surrey

Looking for a full-time golf retail assistant with good knowledge of products and some retail or customer service skills to join our golf shop team. You’ll be serving members and guest ensuring a high level of service. To apply, email darren.wood@royalautomobileclub. co.uk before February 26. Visit royalautomobileclub.co.uk Pyle & Kenfig Golf Club, Bridgend

Training applicant or first year assistant required to join our award-winning team. Role includes retail, repairs, custom fitting, junior coaching and golf development. Motivation and passion for delivering excellent customer service essential. Apply with cover and CV stating why you want to join us to: dylangolfpro@gmail. com before February 20.

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Dyrham Park Golf Club, Hertfordshire

Requires individual ready to start on the PGA Training Programme for one of Hertfordshire’s most prestigious clubs. Must have excellent customer service skills and enjoys being part of friendly team. Applicants must be positive, highly motivated and possess good retail and communication skills. CV to: mattblakegolfpro@ hotmail.co.uk before February 26.

The Wisley Golf Club, Surrey

Looking to recruit PGA Assistant or trainee applicant for full-time role within golf services. Duties include the day-to-day running of our bagstore, workshop and driving range, delivering a worldclass service to our members and their guests. Send cover letter and CV to Andy Baxter-Horne at: andy.horne@thewisley.com before February 28.

OVERSEAS Golf de LaLargue, Switzerland

Experienced PGA teaching professional required at facility near Basel. OTE €40,000. Must have a proven track record with golfers of all abilities. German language an advantage. If you can make a difference don’t hesitate to get in touch. Applications by email to General Manager at: director@golf-lalargue.com before February 15.

Monte Rei Golf Club, Portugal

An opportunity has arisen for a golf operations manager to join the team. Successful candidate will lead a team responsible for managing the daily golf operation and delivery of consistently outstanding customer service. Send full CV with cover letter to: darren.griffiths@monterei.com by February 25.

Denham Golf Club, Buckinghamshire

Training assistant or qualified professional required at prestigious private members’ club with indoor studio and outside facilities.

Emphasis on junior coaching and club fitting. Candidates must be enthusiastic and work well in a team, would suit individual based in the area. Send CV to: mark.lawrie@denhamgolfclub.co.uk before February 28.

Elsenham Golf & Leisure, Essex

Registered assistant or qualified teaching professional required for busy golf centre. Looking for enthusiastic professional who is keen to build a strong client base, especially with juniors. Email CV with cover letter to Paul Ring, Head Professional at: lessons@ elsenhamgolfandleisure.co.uk before February 28.

Glamorganshire Golf Club, Penarth

Registered or qualified assistant required for busy, private members’ club. Excellent opportunity to coach, develop the junior academy and custom fit. Candidate must have excellent customer service skills. Email cover letter and CV to: ggcprofessional@yahoo.com closing date February 28.

Burton on Trent Golf Club, Staffordshire

Registered or qualified assistant required for busy, private members’ club. Excellent opportunity for the right person to develop the junior academy and play tournament golf. Applicants must be selfmotivated with good customer skills. Send CV and cover letter to Gary Stafford at: stafford.gl12@gmail.com before February 21.

Union Golf requires a Head Professional at Drayton Park Golf Club, Tamworth, Staffordshire. The successful applicant will become part of a welcoming team. Coaching/fitting facility available.

Candidate should have a good understanding of what is require of a modern-day club professional. Excellent retail experience with a first-rate level of customer service. Good knowledge of custom fitting and product information will be an advantage. Committed to coaching and membership development. Approachable and responsive to members’ requirement. To apply, please email covering letter and CV to: stuart@uniongolf.co.uk Closing date: 28th February, 2018

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JOB SEEKERS Assistant professional looking for work in Irish region but would also consider moving to UK or Asia. Very enthusiastic and willing to learn to improve my skills as PGA Professional. Very experienced in junior coaching, social media and IT. If you like more information you can contact me at: info@sergiocoyle.com

Head Professional – Self Employed Knott End Golf Club, the hidden gem on the Fylde Coast, situated on the edge of the Wyre Estuary, seeks to acquire the services of a qualified PGA Professional to contribute to the further development of the club, securing our position as a high quality members’ club and a golfing destination of choice.

The successful applicant will: • Provide a first-class retail and club fitting service.

• Deliver a wide range of coaching.

• Demonstrate a broad knowledge and competence of golf operations to support the needs of members, guests and visitors ensuring an excellent customer experience.

• Possess excellent organisational, process and interpersonal skills.

• Align and embrace the objectives of the club, support marketing, retention and growth.

• Embrace technology across all areas of the business.

• Recruit, lead and manage the appropriate team to deliver the service required.

• Min. Class AA Professional.

• Provide a dedicated and friendly service, demonstrating energy and the experience required to support the whole club team.

• Remuneration will be negotiable and reflect the level of service required by the club.

Apply by email, submitting a cover letter and CV demonstrating your ability to deliver the service required to: The Chairman, Knott End Golf Club, Wyreside, Knott End on Sea, Poulton-le-Fylde, Lancashire FY6 0AA. T: 01253 810 576. In the first instance email the Chairman if any queries - chairman@knottendgolfclub.com Closing date: 28th February 2018

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T I T L E

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Helping the golf industry do business

The PGA Professional

| February 2018

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