The PGA Professional magazine - June 2020

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Volume 16 Issue 5 June 2020

OPEN FOR

BUSINESS Retail advice to get you back on track

SETTING THE PACE

Keeping a busy golf course moving

SOLE TRADERS

Boost your spikeless shoe sales

CLOSER TO HOME

Golf staycations in the UK

CONTENTS FEATURES

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38

STEPPING UP IN A CRISIS

PACE SETTERS We look at the timely measures and technological innovations to tackle pace of play at all levels

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Acushnet’s Matthew Johnson, on the importance of keeping an open dialogue with PGA Professionals

CHANGING FACE OF RETAIL

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Expertise and personal service will win out over price in post-pandemic golf retailing

GETTING BACK ON TRACK What you should be doing to get your tills ringing again

TRAVEL

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STAYING CLOSER TO HOME

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PGA LIVE The trends ands status of golf through reopening

INSIDE THE PGA

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ROBERT MAXFIELD

Explore some of the best of Britain’s golf resorts this autumn

COACHING

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GETTING CREATIVE WITH COLIN MORIKAWA

This month from The PGA’s Chief Executive

Me and My Golf share some insights working with one of the most exciting young players

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Editor: jane.carter@pga.org.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: David Colclough, Antje Derks, Ben Foster, Me and My Golf, Jonathan Wallett Photographers: Getty Images, Adobe Stock Production Assistant: Kelly Lewis Design: Andrew Beavis PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888

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

MEMBERS SPOTLIGHT Mark Tomlinson - Lancashire-based Mark is the founder of MT Golf

INTERNATIONAL

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ASSEMBLING TOP TALENT PGA Members on the career path at Troon

THE FOUR QUADRANTS OF PLAYER DEVELOPMENT

PGA RETAIL

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Elite Coaching’s Jonathan Wallett

TRADE NEWS Latest product launches and industry news

HAPPY FEET Now’s the time to boost sales by stocking the latest high-performance footwear

MARKETING

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COMMUNICATING YOUR SAFETY GUIDELINES EFFECTIVELY

MEMBERSHIP

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

RECRUITMENT

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SITUATIONS VACANT

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

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The Perfect Match

Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfers’ Association Limited.

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FROM THE CHIEF EXECUTIVE

A

s this magazine arrives, I know many of you will be busy reopening your businesses and shops and finally getting back to retailing. It has not been an easy transition for any retail sector. We have worked closely with Governments to understand the many rules and restrictions which will be introduced and whilst they are not ideal, we know that the golf industry will be playing its part to adhere to them and provide a safe environment for its workforce and customers.

There are undoubtedly still many customers and members who are wary of the easing of the lockdown. Not all will be comfortable with being amongst groups of people or in confined spaces. PGA Professionals and your front-line staff will need to be mindful of this, possibly for some time. However, as with all challenges there are opportunities. I believe that this will be a real opportunity for customer knowledge and personal service to really come to the fore- something that so many PGA Members have practiced for many years. Golf is unique in the way products are bought and whilst online retailing has seen a boom in other sectors, in golf the ability to try the latest equipment, custom fitting and the knowledge of a wellqualified PGA Professional remain at the heart of every sale. A wonderful opportunity.

Many of you may have been at your golf shops for some time, with courses open for business and the pro shop traditionally the reception area for many venues. We know courses are booming and long may it continue but we also appreciate the pressure this has brought to handle the footfall, tee time management, pent up demand for member play and the reintroduction of competitions. Our colleagues overseas who came out of lockdown before us warned that every day would feel like a Saturday and that seems to be the case. It is important to monitor your own needs during this busy period and not feel under pressure by clubs or members and be mindful that when visitor play really gets underway, the pressure may increase.

Our Business Relationship Officers and Regional Teams are here to support you through the coming weeks and can share best practice The PGA Professional

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#makinggolfhappen

in many areas of the retail and on course operations. Nations are reopening at a different pace and there will be learnings at each stage.

There will be issues, but you are not alone in facing them and by sharing knowledge both between Members and facilities it will make this transition to this new way of business a better experience for all.

Whilst Covid-19 is by no means over, thoughts are already turning to the next few months.

Golf is currently experiencing a boom both in membership and green fee sales. A recent PGA LIVE webinar brought out some interesting facts. Covid-19 has been responsible for a digital transformation across all generations. Online booking and contactless payment are here to stay and that means PGA Professionals can better monitor not only pricing but also the customer experience on behalf of their clubs.

Pace of play will no doubt remain an issue as golf courses get busier, especially at peak times and confident management of the tee sheet will be an important role for Members and their teams.

As we look back at the last few weeks, it has been a challenging and worrying time for many. Emotions will be running high and we are no means through it. But I have seen some wonderful examples of PGA Members at their absolute best in communicating with clubs, customers, and the wider community at large.

You have stepped up and dealt with everything that has come your way. Facilities have come to realise the reliance they place on a PGA Professional and that can only be a powerful lesson for all concerned. It is now up to us to build on that and to continue to promote the role of the PGA Professional as being central to every aspect of the game.

Good luck to you all during the coming weeks.

Robert Maxfield Chief Executive

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NEWS

The PGA enters new partnership with Coca Cola European Partners The PGA is delighted to announce a new partnership with Coca-Cola European Partners who will become the Association’s preferred soft drinks provider.

As part of, Coca Cola European Partners will also become the official sponsor of the PGA Assistants’ Championship – one of the most popular events on the PGA tournament calendar.

Coca Cola European Partners is one of the world’s largest independent bottling companies of Coca Cola products. They employ more than 3,600 people across England, Scotland and Wales at hundreds of manufacturing sites, offices and depots.

Its portfolio of soft drinks features some of the nation’s much loved brands including Coca-Cola, Diet Coke, Fanta,

PGA Members’ Conference postponed The 2020 PGA Members’ International Conference has been postponed until early next year due to the ongoing COVID-19 pandemic.

The Conference was scheduled to take place from October 25-28, but current disruptions to the golf industry and the current global travel uncertainty has led to is postponement.

Since launching in 2017, the PGA Members’ International Conference has been held on an annual basis, attracting PGA Members from across the globe and has provided Members with a fantastic networking platform and opportunities to learn from some leading figures within the golf business community.

Further details regarding a venue and date for the 2021 Conference will be announced shortly.

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delighted to announce this exciting new partnership with one of the most recognisable brands in the world.

“Coca Cola European Partners has been a big support of The PGA for two decades, having previously supported our national pro-am series.

“As part of the agreement, PGA Members will have access to product promotions and other exclusive offers through the Association’s new wholesale & delivery service - Chapelle & Jenkins.”

Sprite, Dr Pepper, Schweppes, Monster, Oasis and SmartWater, all of which have been refreshing consumers across the country for decades.

Liam Greasley, PGA Executive Director – Commercial, commented: “We are

For more information about in-store merchandising and execution email John Balchin, Coca Cola European Partners National Accounts Professional on jbalchin@ccep.com.

Chapple & Jenkins become The PGA’s preferred wholesale & delivery service The PGA is delighted to announce an exciting new wholesale and delivery service with family run company, Chapple & Jenkins.

The Bristol-based business specialises in the distribution of soft drinks, snacks, confectionery, beers & ciders, wines, spirits, catering equipment, disposables and cleaning products. They supply products to a wide range of organisations, including local authorities, schools, hotels and golf clubs.

Chapple & Jenkins’ service will be available initially, to PGA Members in England

and Wales with a view to expanding to Scotland and Ireland in due course.

Founded in 2008, Chapple & Jenkins has a wealth of experience working with top brands such as Coca-Cola and Mars to ensure a wide range of products suitable for PGA Professionals and relevant for the pro shop consumer.

Nick Ellis, the head PGA Professional at Naunton Downs Golf Club, commented: “Chapple & Jenkins are a fantastic company to deal with for all of our drinks and confectionery requirements.

Ordering with them is easy

and delivery is always reliable.

Overall, they are a great company to deal with.”

Lee Fickling is the head PGA Professional at Crews Hill Golf Club, North London. He said: “I have used Chapple & Jenkins for over a year. Everything is online and easy to find the items I require. Their service is excellent, once my order is placed, delivery is prompt and easy to handle.”

As part of the new agreement, Chapple & Jenkins will provide a fast and efficient service allowing PGA Members to stock top-selling brands at competitive prices.

Thirty years and counting Peter Hammond is celebrating 30 years as the head professional of Shanklin & Sandown Golf Club on the Isle of Wight.

The 58-year-old enjoyed spells at Goodwood and Bognor before moving the Isle of Wight in 1990. In June that year he was appointed as Shanklin & Sandown’s eighth head pro in its 120-year history.

Hammond commented: “I’ve thoroughly enjoyed myself at the club helping to promote the enjoyment of golf for players new to the game or seasoned golfers.”

“I am also incredibly pleased to have helped many juniors to take up the game and for some who have progressed to become professional golfers themselves.”

Notably, some of Hammond’s past juniors and assistants have gone on to start and manage their own international golf businesses.

Plans are now in place to celebrate Hammond’s 30th anniversary with a special golf competition and celebration day in October.

June 2020

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NEWS

Legendary coach joins Mollin for online session Award-winning Alex Mollin was joined by legendary coach Butch Harmon for a live online Instagram lesson to help pros working with everyday golfers and raise funds for The PGA Benevolent Fund.

Mollin has developed a strong relationship with Harmon since winning the Titleist PGA Assistant of the Year and Ladies European Tour Female Assistant of the Year awards in 2014.

“I first made contact with Butch five or six years ago,” recalled Mollin, a PGA Advanced Professional attached to the Royal Jersey Golf Club.

“I was looking at ways to develop myself as a professional and got in touch with him out in Las Vegas.

“I’ve been out there five times now and shadowed him working at his base at Rio Secco Golf Club.”

Mollin was due to be part of the coaching team in the PGA Swingzone at next month’s Open Championship at Royal St George’s.

Finch launches media company Peter Finch has launched his own company, Finch Golf Media, following the success of his social media channels.

Finch, who first joined YouTube in 2014, has enjoyed significant growth during that time, with his channel receiving more than 16.5million views, and amassing over 140 million minutes of viewing time. During this time, he has also surpassed 265,000 subscribers and reaches an audience of almost half a million.

Finch commented: “When I started my journey on YouTube, I was unsure as to where it would lead. To get to where we are today is incredible and quite humbling.

“How we watch and engage with golf has changed a lot in that time, and I think that’s been to the benefit of those that play and love the sport."

The PGA Professional

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However, the tournament’s cancellation due to the coronavirus pandemic prompted her to come up with an alternative – the live Instagram session.

Golf Foundation: ‘Don’t forget our young golfers!’

With many golf facilities now re-opening, the Golf Foundation is offering advice for PGA Professionals to help promote a safe return to the game for juniors.

Under the heading of ‘Don’t forget our young golfers!’, a key message for all clubs is to ensure that junior members or golfers involved in coaching programmes are given fair access to play the course.

The Foundation’s new guidelines set out ways juniors can be welcomed back, with an emphasis on safety, inclusion, club and parental support, fairness in play for youngsters, while encouraging non-golfing parents to learn about the game and their local club.

Stephen Lewis, Chairman of the Golf Foundation, said: “The importance of accessing the course for children has been demonstrated through our initiatives such as GolfSixes League, which have created a love of the game, a desire to play more golf and ultimately an increase in junior membership at golf clubs.

“It’s vitally important that these children and juniors continue to access the game even in this time of restrictions in order to keep golf thriving.”

You can access the guidelines by visiting golf-foundation. org.

#makinggolfhappen

ON THE MOVE The latest PGA Member appointments across the UK, Ireland and overseas.

Rodgers follows golfing greats Dean Rodgers follows in the footsteps of JH Taylor and Sir Henry Cotton by becoming only the seventh head professional in Royal MidSurrey Golf Club’s 128-year history.

Dean, who has been an Assistant PGA Professional at the south-east London club for 13 years after arriving as a trainee, assumed the senior position from June 1.

“It’s a great honour for me to take on the task of Head Professional at the Club and to follow in the footsteps of such historic figures in the game,” said Rodgers.

Also in the South region, David Green has left Wildernesse Golf Club after more than eight years as a head professional. The 43-year-old has taken up a coaching role at Golf & Glory in London.

Harriet Key is the new head coach at Pine Ridge Golf Club, Marisa Newman recently joined Cherry Lodge Golf Club as its new secretary and John Dale is now the general manager at Wrotham Golf Club.

Snodgrass next in line For only the second occasion in its 234-year history, Crail Golfing Society has appointed a new head professional.

PGA Advanced Professional David Snodgrass, the club’s current Assistant Professional, will take over from Graeme Lennie in January 2021. Lennie is retiring after 34 dedicated years at the Fifeness club.

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NEWS ON THE MOVE Snodgrass said: “Crail is an incredibly special club, with two amazing courses, a friendly and supportive membership and it is a dream come true to become the next Head Professional.”

Elsewhere in Scotland, Gregor Monks brings to an end a 16year spell at Brucefields Family Golf Club to become the new head professional at Dullatur Golf Club and Rory Tinker is now a golf operations assistant at Blairgowrie Golf Club.

In the West region, Mark Rowe and Jabez Foarde have started a new venture with the launch of Teepeg - an online golf retailer for women.

Two moves in the East region see Matt Stables leave his director of golf role at South Essex Golf Centre to become the new golf development professional at Golf Kingdom and Tom Bentley is now the communication and events manager at Confederation of Professional Golf (CPG).

The only move in Ireland sees Peter Hannan take up a club professional role at Halpenny Golf Club.

There have been a number of moves for PGA Members overseas. Clinton Norris is now director of sales at Dubai Hills - Troon Golf, while Robin Smith joins Jinji Lake International Golf Club in China. In Australia, Glen Haynes is now a coach at Monash Country Club in North Sydney and Ian Godleman leaves New Zealand to begin a new chapter in his career at Twin Creeks Golf & Country Club, based 40 miles less than Sydney.

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Celebration time at Bramcote Waters May proved a memorable month for former PGA Midlands captain and 2018 Ryder Cup referee Nic Gilks despite the gloom engendered by the coronavirus crisis.

In addition to being made a PGA Advanced Fellow Professional, Gilks celebrated 25 years of owning Bramcote Waters Golf Club in Warwickshire which, thanks to the sunny weather and easing of lockdown restrictions, is buzzing again.

The course had been designed by David Snell, the winner of the 1959 News of the World Matchplay, and Gilks recalled: “My uncle told me about it.

“I’m from Nuneaton but was the pro at Eaglescliffe Golf Club on Teeside at the time.

My uncle showed me round the course, then I met the landlord and took on a lease to run it.”

Since then Gilks, whose wife Val and son, Nic junior, are also involved in running the business, has overseen the building of a clubhouse and the founding of a club which has 140 members.

“Quite a few of those have joined recently,”

added Gilks. “It’s mainly pay and play, though.

There’s a big demand for nine-hole golf these days but we do have a full programme of competitions and social events.”

Reflecting on the recent lockdown and how it affected the businesses, Gilks added: “We managed to keep on top of the course, keep it cut and playable. It wasn’t easy because there were no customers but we got through it."

Pros team up with Euro star to raise cash for the NHS More than 80 PGA Professionals plus European Tour star Oliver Fisher will kick start the golfing season in a fundraising tournament for the NHS at West Essex Golf Club, Chingford on June 25.

Fisher will take on leading pros from the PGA’s East and South regions in the NHS London Open 2020 in what will be the Association’s first tournament since golf courses reopened following the lockdown.

The 32-year-old, who learned the game at West Essex, will be looking to help raise a minimum of £20,000 for the NHS when he returns to his former stamping ground.

He said: “To support and be a part of such a great cause and an amazing tournament is a wonderful privilege.”

The tournament is an annual event organised by the two PGA regions and Chris Baron, the head pro at West Essex, added: “The tournament will no doubt be played in a different way – scoring will be online, there will be new rules for bunker play, flagsticks are not to be touched and social distancing must be adhered to at all times.

“We’ve all been affected in so many ways but we must come together for the greater cause- to remember those who have suffered and to support the real superheroes, the NHS staff and front line workers.”

Burns back in the swing after COVID-19 battle John Burns, the Irish Assistants Champion in 1971, is back on the golf course after winning the toughest battle of his life – overcoming COVID-19.

Burns, 69, has played nine holes at Mullingar Golf Club, Co Westmeath – the club he served for 41 years as head PGA Professional – for the first time after more than a month in hospital fighting the disease.

Not that he knew anything about 14 days of his five-week stay at the Midland Regional Hospital, Mullingar.

“I was on a ventilator in intensive care for a fortnight and it’s a complete blank,” recalled Burns, who retired from his role at Mullingar in 2015. “I didn’t know anything.”

But he will not forget the reaction of hospital staff when he was discharged.

“They were clapping and cheering and that brought tears to my eyes,” he added. “It was as though I’d won the Lotto but then I thought ‘This is much better than winning the Lotto’. They gave me the feeling everything was going to be alright."

June 2020

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NEWS

Trio awarded The PGA's highest honour Paul Ashwell, Michael Braidwood and Kevan Whitson have all achieved the status of Master Professional.

Ashwell is the director of golf at St Ives Golf Club, where he has been based since 2013, and has coached players of all ages and ability levels. The 57-year-old has helped develop the careers of Tommy Fleetwood, Danny Willett, and Tyrell Hatton through the England Golf Development Pathway.

Ashwell also coached Andrew ‘Beef’ Johnson to his maiden European Tour title in 2016 and has also published a book ‘Golf – Skills of the Game’.

At the start of his career Braidwood

developed as a coach and manager under the guidance of Kevin Stables in Montorse, Scotland and then worked at the golf academy at Gleneagles.

The 49-year-old moved abroad to Bahrain to manage the Royal Golf Club where he spent more than 11 years at the facility before returning to Scotland for a brief spell with Braemar Golf Developments as their operations director.

In 2014 he took up the role as Director of Education at the Club Managers Association of Europe, overseeing the development of the Management Development Programme.

Braidwood currently works as the general

manager of Education City Golf Club in Qatar and employs no fewer than seven PGA Professionals.

Whitson joined Royal County Down Golf Club in 1992 having grown up on the east coast of Scotland playing on some of the oldest links course in the world.

When Whitson qualified as an assistant at the Royal Burgess Golfing Society in Edinburgh, he was one of the youngest professionals in the history of the PGA. Over the years Whitson has coached many top amateurs and touring professionals. He is ranked by Golf Monthly as one of the top 25 teachers in the UK.

CAMPAIGN SHOWCASES PROS ONLINE TALENT Campaign Report - Video Views

5/19/2020

5/20/2020

5/21/2020

5/17/2020

5/18/2020

5/16/2020

5/15/2020

5/14/2020

5/13/2020

05/12/2020

05/11/2020

05/09/2020

05/10/2020

05/08/2020

05/07/2020

05/06/2020

05/05/2020

05/04/2020

4/30/2020

05/03/2020

4/29/2020

05/02/2020

4/28/2020

05/01/2020

4/27/2020

387

4/26/2020

447

4/25/2020

248

4/24/2020

635

1,039

1,154

1,095

1,455

912

1,227

1,153

1,424

1,785

2,060

2,110

2,122

427

86

468

153

We have had 54 PGA Pro’s submit a total of 212 videos during the campaign

1,481

Opposite is a detailed chart of YouTube video views per day 535

u

Average view duration is 1m 47sec

2,076

u

2,300

u

Daily YouTube Video Views 2,871

Daily Average YouTube Views are 1,292

3,038

Total YouTube Video views of the series are 36,193

u

2,817

u

688

PGA Members were able to showcase their innovative ‘lockdown’ videos while also growing their online audience as part of The PGA’s recent social media campaign.

Statistics for the campaign, which ran from April 24 to May 21, show the the Association’s revamped YouTube channel attracted more than 36,000 video views, with the average daily viewer watching for one minute and 42 seconds.

A total of 54 PGA Professionals submitted 212 videos in less than a month. The most popular video was sent in by Dan Webster who provided a lesson on how to swing like Ryder Cup winner Tommy Fleetwood from the comfort of his back garden.

The PGA invested money into various advertising campaigns, including Facebook and Google Display Network, which led to total advertising impressions of more than 4,600,000.

Richard Barker, PGA Executive Director - Business Development, commented: “The aim of the campaign was to promote the fantastic videos PGA Members were producing during the lockdown. We also wanted to help these Members grow their online audience by connecting them directly to golfers via their social profiles.

“We received hundreds of videos ranging from short game tips and putting advice, to fun activities during the lockdown. These videos were promoted on our YouTube channel and showcased to the golf industry.

“I’d like to thank those Members who, during what has been a challenging few months, submitted their videos and contributed towards a successful and rewarding campaign for both Members and The PGA.” You can view all videos by visiting The PGA’s YouTube channel.

PGA launches student recruitment campaign The PGA has responded to requests from its Members for more trainees to fill gaps in the workforce by launching a recruitment campaign to inspire anyone considering a career in golf or those who have never given it a thought.

The campaign - #PGADraft2020 - calls on the experiences of The PGA’s greatest asset, namely its Members, and brings to life the range of career options available.

Despite the broad spectrum of roles their PGA qualifications have led to, all of them have three things in common. One is the letters PGA after their names – a trio of letters representing a universally recognised qualification that is respected and valued the world over; another is completion of the training programme that set them on their career path.

And, importantly, all were mentored or received guidance from qualified PGA Professionals while training.

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The PGA is asking Members to publicise and support #PGADraft2020 on your social media channels and, where possible, share stories regarding your roles and career experiences. In doing so, we ask you make sure your posts tag The PGA and share the link to the dedicated portal www.draft.pga.info.

In addition, please let us know of any positions suitable for trainees you need to fill by emailing recruitment@pga.org.uk.

PGA chief executive Robert Maxfield, said: “For some time, PGA Members have been asking the Association for support in recruiting more Trainee Professionals as a critical workforce for golf. We have listened to this feedback and as a result are thrilled to launch this campaign.”

The next intake for all three courses is in October 2020 and applications are open now.

To learn more, visit: www.draft.pga.info

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NEWS

YOUR TOURNAMENT QUESTIONS ANSWERED

SHONA MALCOLM The PGA’s news Head of Tournament Strategy, provides an update on the 2020 tournament schedule following the impact of COVID-19.

When will we start to see PGA tournaments played again both locally and nationally?

Over recent months the COVID-19 crisis has demanded that professional tournament activity cease. In recent weeks we have seen lockdown restrictions relaxed and we have been working with the respective governments, government sports agencies and other sports bodies to decipher the most appropriate and safe time to re-introduce PGA national, regional and county level golf.

Unfortunately, we will be unable to deliver a tournament schedule of the scale that PGA Members have become accustomed to this year, however PGA staff will be working hard with sponsors and facilities with the aim of providing the best schedule possible for the remainder of the season.

Which national tournaments are likely to be played in 2020?

Throughout the crisis The PGA has been cautious and considered when postponing or cancelling tournaments to ensure that as soon as the return to professional golf is sanctioned, we have a schedule for our Members to compete in.

The PGA Professional Championship is the Association’s flagship tournament and we are working on finding a new date and venue for this event.

We are also looking at setting a new date and venue for the Coca Cola PGA Assistants’ Championship. This is one of the Association’s most popular events, dating back to the 1930s. It gives PGA Assistants the opportunity to compete during their three years of study. We’ve also got Coca Cola on board as a new sponsor so we’re hopeful of setting a new date in the near future.

The Welsh National PGA Championship (September 16-17) and the PGA Inter-County Championship (October 7-8) will take place as scheduled. We are working on a new date and venue for the Women’s PGA Professional Championship and rescheduling the WPGA One Day Series.

Why was the Staysure PGA Trophy cancelled and will it return again in 2021?

It is with great regret that we were forced to cancel this year’s Staysure PGA Trophy and it was a decision not taken lightly. The ongoing COVID-19 restrictions married with the timelines to complete the qualifying tournaments and the health and safety of all concerned prohibited the completion of the 2020 event. All entry fees for the clubs who entered will be refunded.

Preparations are already underway for the 2021 Staysure PGA Trophy and we will release more details towards the end of the year.

Which tournaments will not be taking place in 2020?

The following tournaments will not be played this year: English PGA Championship, PGA Super 60’s Championship, Golfbreaks.com PGA Fourball Championship, Staysure PGA Trophy. A decision has not been made on whether the Senior PGA Professional Championship or the SkyCaddie PGA ProCaptain Challenge will be staged.

When will regional tournaments return?

Currently there are no definitive dates for tournaments to return across the UK and Ireland but we are hoping that the restrictions are lifted in time for our first scheduled event on June 25.

Procedures will be in places country, regional and national tournaments to maintain social distancing and to mitigate COVID-19. The PGA is in constant dialogue with the Government and other sporting bodies to ensure polices and best practice are in place.●

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June 2020

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Shane Naisbett - PGA Professional Chesterfield Golf Club

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

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

INTERNATIONAL

ASSEMBLING TOP TALENT AT TROON PGA PROS TELL THEIR STORY

Troon International is one of the leading golf course and private club management companies in the world, operating 485-plus 18-hole courses in 31 countries including Dubai Hills Golf Club by Jumeirah, The Grove and Abu Dhabi Golf Club What makes Troon such an attractive company to work for and what makes PGA Professionals an important part of its continued success? Steven Carpenter spoke to several of its employees to find out.

ADAM DUTSON Golf Operations Manager, Dubai Hills Golf Club by Jumeriah

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Troon venues were named in Golfweek’s ‘Ultimate Guide’ of best courses for 2020.

AGMS graduate Adam completed an internship at Saadiyat Beach Club in 2013 before being offered a full-time role within Troon International.

“I started my career with Troon during my time at university through summer placements. Upon graduating I returned to Saadiyat Beach Golf Club to work in different departments for a month, from this I was offered the Senior Golf Operations Supervisor position at Address Montgomerie and started in September 2014. I then moved to Royal Golf Club in Bahrain and The Els Club Malaysia for a summer, this brings me to October 2018 when I moved to my current position at Dubai Hills Golf Club.

“I currently manage the golf operations on a day-to-day basis, and manage other departments including tenants, engineering, memberships, sales and marketing plans, reporting to the owners and to the Troon International corporate team.

“Working with Troon provides you with incredible opportunities and the practices in place are the best in the business. I am fortunate to have a lot of responsibilities as a 27-year-old from Newcastle, leading a team of over 54 associates at one of the best golf courses in the world.”

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INTERNATIONAL

The company came into fruition thanks to US PGA Professional Dana Garmany and now Troon is one of the largest employers of PGA Professionals globally, with 50 PGA Members from the UK working in various roles across 13 countries.

DJ Flanders, Snr Vice President – Troon International, commented: “We have PGA Professionals running all aspects of the business from giving lessons, running golf operations, being general

TOM ROURKE General Manager, The Track, Meydan Golf, Dubai Tom has more than 20 years’ experience in golf and has worked at numerous facilities managed by Troon International since joining in 2012.

“I had the ambition to join Troon for many years. This would enable me to continue to grow and develop, learn from the best in the industry and to be part of a company with a large portfolio of courses all around the world with global golf career opportunities.

“My role as a general manager is very diverse. From leading the day-to-day operation of a very busy facility, managing the expectations of the owner and Troon Golf, revenue and expense management, maintaining Troon global operational standards, leading a team of over 60 associates and benchmarking and monitoring market trends and business development opportunities.

“Working for Troon is an incredible experience. From the exposure you have to the global golf industry, sharing ideas, collaborating with the Troon Head Office and fellow General Managers around the world. You really feel that you are part of a team and there is always someone within the Troon organisation that has been in the same situation and can offer advice and solutions to help your facility.

“The best part about my role is being empowered by Troon Golf and the faith shown by the owner to develop the facility for long term success.

“The advice I would give professionals wanting to join Troon Golf are: 1. Build a one-page template cv highlighting your experience, success, and ambition. 2. Gain lots of experience in your current role and understand all aspects of the business.

3. Understand the financials of the golf business 4. Visit Troon properties around the world and make an appointment to introduce yourself to the Director of Golf or GM.”

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managers at high-end private clubs to filling senior executive roles within our company.

“The PGA does an exemplary job of providing the knowledge, skills, and training necessary to produce professionals who can easily integrate into Troon’s high operational expectations. PGA Professionals are well rounded and have a full understanding of teaching the game, operating the golf, running the food and beverage, and an understanding of agronomic practices as well.”

MATTHEW WATERS Senior Golf Operations Manager - Abu Dhabi Golf Club, Saadiyat Beach Golf Club and Yas Links Abu Dhabi Matthew joined Troon International on an initial nine-month internship programme in 2013.

“As an aspiring professional at the time, the Internship program provided me with a fantastic opportunity to work on my game, live in another country and ultimately experience what it was like to work at a world class Troon managed facility.

Little did I know, these nine months would kick start a career that I never dreamt of leading nor did I even know existed.

“As the Senior Golf Operations Manager of the three Troon Abu Dhabi Golf Clubs, my role is to oversee all elements of the golf department and successfully lead the team to deliver Troon’s promise of creating extraordinary guest and member experiences by delivering superior service, amenities and playing surfaces.

“I thoroughly enjoy my current role for many different reasons but being able to work at three fantastic facilities, is definitely one of them. A few highlights have been; hosting the Abu Dhabi HSBC Championship presented by EGA, a Rolex Series event on the European Tour; hosting three Fatima Bint Mubarak Ladies Opens, the first ever Ladies European Tour event in Abu Dhabi; hosting four Gary Player Invitational’s and finally creating two international Tournaments, “Working for Troon not only provides you with a strong foundation for personal development and growth but also provides you with a huge amount of resources to help you lead a successful career. As the world’s leading Golf Management company, managing over 500 courses worldwide, Troon offers all associates the ability to work at a variety of different facilities in many different countries. Leading and developing associates is at the heart of Troon’s ethos and therefore if you are a professional looking to start or continue your career within the industry, a Troon managed property is the first place you should look.”

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INTERNATIONAL

PAUL DENNIS Director of Golf, PGA National Czech Republic, Oaks Prague Paul has travelled across the world with Troon having worked at Address Montgomerie, The Els Club Malaysia and Royal Greens Golf & Country Club in Saudi.

“I am responsible for the golf department during the development stage of the club. We have opened nine holes and will open nine more in a few months. As we have a small team I’m very much involved in daily operations which is great, and then in down time I am pleased to be part of the design and development of the future clubhouse and resort complex.

“Troon are the best management company in the world and being a part of its team is a great privilege. My mentors and leaders in the company are the best in the business and being exposed to their knowledge and experience is amazing for me and my growth. There is a lot of expectation put on you but being able to deliver the Troon Experience at some of the world’s best golf facilities is fantastic.

“If you are willing to work hard, and truly care about the hospitality side of the golf industry, then Troon is the family for you.”

MARTIN ROBINSON Director of Instruction Address Montgomerie, Dubai Hills and Arabian Ranches Golf Clubs Martin began his career with Troon International in 2011 at the Abu Dhabi Golf Club.

“The club’s prestige as a European Tour venue was a big attraction. The great thing about Troon is the strength of its course portfolio, every venue is unique and run to a high standard.

“I am currently the Director of Instruction overseeing three golf academies in Dubai: Montgomerie Golf Club, Arabian Ranches and Dubai Hills. I do plenty of coaching, mainly at the Montgomerie and I run a fantastic team of PGA coaches spread across the three clubs.

“I am at my third Troon property and each job has offered a great challenge and career progression, being part of a global network is a wonderful asset when it comes to navigating your career.

“When it comes to working overseas if at all possible, I would recommend visiting first to see if you like it and arranging to meet with some fellow professionals already working there.”

KARL WHITEHEAD General Manager, PGA Fellow Professional, The Els Club Dubai Karl’s impressive CV included stints at The Belfry and Celtic Manor before joining Troon International in 2012.

“I lead a team of over 130 associates, operate a diverse business model, run the Claude Harmon III Performance Academy, manage five F&B revenue centres and in my time here, experience a multi-million pound construction project.

“The primary drivers to pursuing a career with Troon were their ever increasing global portfolio and with that, the opportunity for progression on a global level; their reputation for exceptional leadership, of which brings with it a culture of elite learning and development; to be a part of the biggest and most successful golf management organisation in the world; work with and learn from many industry leaders.

“Do whatever it takes to get the foot in the door. Once the opportunity is presented, work hard, show commitment, think big picture and long term, be humble, keep an open mind, deliver every KPI set, network, become an asset of value, and look to improve yourself and business every single day.”

14

“

I am at my third Troon property and each job has offered a great challenge and career progression. Being part of a global network is a wonderful asset when it comes to navigating your career.

Are you interested in progressing your career with Troon? You can find out more about their career opportunities by visiting troon.com/careeropportunities.

June 2020

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FEATURE

PACE MAKERS

With golf courses packed following the end of the Covid-19 lockdown, steps to speed up and monitor golfers are need now more than ever. Nick Bayly looks at the timely measures and technological innovations that are tackling pace of play at all levels of the game

F

or those that watch a lot of golf on TV, the sight of a tour player twiddling with their driver on the tee box, standing in the fairway with their hands on hips, or worse still, lying on the ground with their head resting on a golf bag, have been all too familiar across all the major tours in recent years.As bad as those scenes look, it’s worth remembering that tour pros who

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are fed up with the funerial pace of play are getting paid to endure six-hour rounds and long waits between shots. But what’s the impact when players who are paying for the privilege of teeing it up at your club encounter similarly slow conditions?

It’s an issue that is becoming all too prevalent at golf courses all over the world, and is being cited as one of the main reasons that puts people off from taking up the game in the first place, and secondly, for existing players to stop playing.

Behind the condition of the course, and the people you play with, pace of play ranks as the third most important factor in a golfer’s enjoyment of a round. A recent survey by US golf website MyGolfSpy.com revealed that 80% of golfers felt that slow play spoilt their enjoyment of the game, while two-thirds said that they didn’t think the courses they played at felt that pace of

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FEATURE play was a problem and did nothing to improve it. That last statistic should get the attention of anyone who works at a golf course – as it’s quite possible that your customers think you’re not concerned about the time it takes them to play golf your course.

RECOGNISING THE PROBLEM Pace of play is hardly a new issue for anyone who has been involved with golf, but new technology and the data it provides are showing new ways to improve the problem and new reasons PGA Professionals and their clubs should want to provide a pace for play that not only keeps golfers happy, but also helps improve the club’s bottom line.

In the glory days of golf, when tee times were hard to come by, pace of play was often seen as an inventory issue, with a club that understood how to get players around the course more quickly being in a position to take more tee bookings and make more money. That theory, however, reflects a different era in golf when demand outweighed supply and tee times at peak periods were as rare as albatrosses. Today’s pace of play proposition is less about packing the starting sheet with golfers – although this has been a short-term issue following golf’s release from the Covid-19 lockdown – and more about improving the customer experience.

Research has also shown that golfers are not so much bothered by the overall time it takes to play 18 holes, but the flow of the round itself. So as long as they’re not waiting on tees and fairways to play their shots, golfers are generally happy if their fourball takes four-and-a-half hours to complete a round.

Flow is often determined by course design, tee set up, and the overall difficulty of the course (width of fairways, size and depth of bunkers, speed of greens etc). This is why the position of the flag, or the speeds of the greens on any given day can have a far more significant effect on pace of play than how fast or slow players are walking between shots.

While the slow pace at some venues has increased the popularity of shorter loops of holes, and 9-hole golf, most regular golfers still want to play 18 holes, but to just do it at a decent speed.

TECHNOLOGY TO THE FORE While GPS technology has fed its way into golfers’ lives through distance measuring devices – which has, for the most part, helped to speed up play – the movement-tracking capabilities of GPS has now been harnessed to give golf clubs the tools to help alleviate and manage pace of play issues in the short and long term. During post-lockdown golf, the systems have also enabled clubs to ensure that

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FACTORS WHICH INFLUENCE PACE OF PLAY

1

Management of play

3

2

Course design and set-up

Player behaviour

individual golfers and separate groups are following social distancing guidelines.

Companies such as Tagmarshal, FairwayIQ, Club Car, Textron and Yamaha, have all launched GPS-based systems that help golf club staff locate where each group is on the course, allowing them to see precisely where rounds are slowing down. The technology not only enables clubs to locate groups that are out of sync with other golfers on the course and encourage them to speed up, but over the longer term, the data compiled from hundreds of rounds can help identify root causes of slow play at a course, which can lead to policies or practices that improve pace of play.

For example, data could show precise areas of the course where pace slows, giving management the chance to make changes to the course set up in that area, while data on round speeds at different times of the day, or days of the week and months of the year, can give a clear benchmark on realistic round times when the course is quiet or busy at different times during the season. This, in turn, could show that when the course is busy, extending tee time intervals to 12 minutes from eight or 10, will improve pace of play.

By setting proper tee time intervals and ensuring groups remain in position, facilities have a better chance of keeping golfers flowing through the course at a good pace throughout the day. The systems can also assess numerous other elements,

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FEATURE

Tagmarshal provides detailed data to enable clubs to discover where and when hold-ups occur on the golf course

including strategies around two-tee starts and when to implement them, creating longer intervals between tee times as the day progresses, and highlighting individual players who may be slowing down a group. The decent pace at which twoball groups have been playing under Covid-19 restrictions may also have some long-term effects on how clubs manage their tee seets, all of which can be managed by the latest GPS monitoring technology Another benefit of these systems is that they reduce the need for marshals to constantly rove the course, which is costly, time-consuming and never popular with players. Instead, staff can monitor play from the comfort of the pro shop or the starters hut and jump on a buggy to engage with miscreants armed with clear facts as and when issues arise.

Bodo Sieber, chief executive of Tagmarshal, whose data transmission is provided from a small GPS device clipped to a golfers’ bag or a two-way screen installed on a buggy, said: “Our technology can help clubs accurately know when to step in to speed somebody up with a polite visit from a golf team member, and how to stagger tee times and intervals to get more out of your quicker time of day and literally pull more business along. If you get pace of play right, everything’s better. Customer engagement increases across the club’s whole range

of facilities, with more time spent at the range prior to a round or enjoying food and drinks afterwards.”

Another company offering tech solutions to pace of play management, as well as safety-enhanced communication between golfers and club staff during the post-lockdown age is Club Car, whose digital technologies located within its range of golf buggies and utility vehicles are well positioned to help golf venues that are having to operate under social distancing measures.

Club Car’s Visage, a screen-based GPS information system that can be fitted into buggies. allows club staff to create virtual buggy paths which maps buggy routes on the computer along which the cars can travel but cannot deviate because of the automated GPS control. It also maps where buggies are on the course and allows messages to be sent to golfers about pace of play, control car speed, check the battery and disable the car when parked to prevent misuse. A user-friendly 10-inch touchscreen features precise shot and distance information, flyover graphics of each hole, complete with audio tips from PGA Professionals, a food and beverage ordering facility, plus a live scoreboard for society and corporate competitions.

Speaking at a virtual golf industry conference held in America last month, Club Car President Mark Wagner said: “I have no doubt Club Car’s connected technology, including Visage, will be a major part of the solution for courses that are operating under the current Covid-19 restrictions and beyond. The Visage system can help venues manage self-distancing protocols and addresses a club’s dilemma as to whether they should call on starters to manage tee-offs, and marshals to patrol the courses to ensure the pace of play. The technology allows venues to monitor and control these from the office or the pro shop, safeguarding employees and golfers.”

He added: “Visage’sl food and beverage ordering capabilities can help clubs generate additional revenue by enabling players to submit orders for safe pick up after they have finished their rounds, or after nine holes, avoiding contact in the clubhouse.”

HARD EVIDENCE

Club Car’s Visage GPS system helps clubs monitor pace of play, control buggy use and provides a communication tool between golfer and staff

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The proof of the effectiveness of GPS-based monitoring systems lies in the hard data companies are able to retrieve from their clients. For example, since installing Tagmarshal to its buggy fleet last year, West Cliffs, the championship layout in Portugal which opened in 2018, has experienced a 28-minute reduction in average round times between June and August – the equivalent of two more tee-time slots per day. With up to 200 golfers playing the course on a busy day, the saved time

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YO U R TEAM YO U R G R I P

G O L F P R I D E . C O M

FEATURE

REVENUE SOURCES FROM BETTER PACE OF PLAY • Tee Time Optimisation: As round times decrease, additional tee time capacity is created.

• Cost Savings: GPS tracking systems reduce the number of marshals needed to manage pace of play, as technology identifies issues proactively.

• Increased F&B Spend: Time saved during play, gets spent in the pro shop and on F&B. • Customer satisfaction: Faster, free-flowing rounds, and less confrontation with other golfers and staff, leads to happier golfers, who will come back for more.

DID YOU KNOW? If each player in a four-ball took 5 seconds less to play each shot, round times would be improved by 25 minutes.

60% of avid golfers would enjoy the game more if it took less time to play 18 holes.

21% of 25-44 year olds say that a 18-hole round of golf would need to take no more than 3 hours for them to play more often.

Source: R&A Pace of Play Survey 2015

adds up to a dizzying 66 hours – time which could be given over to spending money in other areas of the resort, be it the pro shop, clubhouse or hotel.

Francisco Cadete, the director of golf at West Cliffs, said: “Tagmarshal has given us the ability to have full control on the course. allowing us to optimise the job of our marshals, monitor pace of play, control restricted areas on the golf course and be able to make decisions based on real-time information.”

Alcanada, a busy resort course in Mallorca, has seen round times reduced by between 10-12 minutes since signing up to Tagmarshal’s services, while Carnoustie Golf Links in Scotland recorded a 16-minute improvement in average round time following its installation of the bag-mounted system in 2017. The data also revealed that 88% of play at Carnoustie was on or within 10 minutes of pace, while there was an 183% improvement in the number of golfers judged to be ‘on pace’.

The Tagmarshal system, and others like it, also provide real-time data for golfers, letting them know when they’re getting out of position or behind the clock. This reduces the need for

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unnecessary confrontation with marshals, placing the responsibility back on the golfer to keep up the pace and avoid slowing others down.

READY GOLF & NEW RULES While technology clearly has a role to play, there have been several other measures introduced over the last 18 months that are serving to tackle the pace of play problem at ground level.

The R&A’s most recent revisions to the Rules of Golf in 2019 saw the introduction of the concept of ‘Ready Golf’, where playing out of turn, even at elite amateur level, is permitted, while new rules regarding playing provisional balls and putting on the green with the flag still in, have both served to remove some of the more time-consuming elements of play.

Early research and anecdotal evidence has shown that these amendments have been effective at improving pace of play, with rounds at R&A-run events in 2019 being up to 10 minutes faster than previous years, while club golfers are enjoying simply dropping a ball at the nearest point of relief when their ball goes out of bounds, as well has not having to take out flags for playing partners.

THE ROLE OF THE PRO While PGA Professionals are not always in a position to directly influence the set-up of the golf course, alter tee time intervals, or order GPStracking systems, there are still plenty of ways you can directly influence the speed at which members play. This could be through passing on the concept of ‘Ready Golf’ to new players and juniors, improving technique through lessons, encouraging better course management, and supplying members with the right tools for the job, whether that be custom-fitted clubs, a new GPS watch or a new lightweight carry bag or power trolley. You can also communicate pace of play tips through your social media channels and newsletters.

TOURS ON TRIAL While the implementation of new technology and new rules has helped speed up play at club level, more draconian measures have had to employed on the professional circuits to ensure players get their rounds completed in good time, the effects of which will ultimately feed down into amateur golf.

The European Tour introduced a host of new measures at the start of the current season which are designed to punish slow players with shot penalties, as well as more severe financial fines issued to habitual offenders. Players are now

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given an immediate one-shot penalty for two ‘bad times’ in a tournament, rather than for two bad times within a round, while a sliding scale of fines, starting at €3,500, has also been introduced.

A new pace of play timing system was tested at last year’s BMW PGA Championship, and again at this year’s Abu Dhabi Golf Championship in January, which provided referees with the precise times for every group through every hole to make sure that no gaps are missed. On-tee displays linked to the system provide players with detailed information on their position in relation to the group in front.

Players have also been given stricter time limits to play their shots, with groups who are judged to be out of position (‘on the clock’) being given 40-50 seconds to take their shots, depending on the order of play in that group. Field sizes at fully sanctioned European Tour events have been reduced from 156 players to 144 this season, which has created space for referees to push groups over the Thursday and Friday rounds, while larger starting intervals have been built into play on weekend rounds to create a better flow between groups.

These new measures have served to chivvy up all players, not just the slower ones, with the groups in the opening two rounds in Abu Dhabi skipping round in times that were 12 minutes faster than at the same event in 2019. These are, admittedly small gains, but it appears that the message seems to be finally getting through to tour players that their behaviour not only impacts on golf as a spectator and TV sport, but also in terms of passing on bad habits to golfers at all levels.

John Paramor, the European Tour’s chief referee, said: “The tougher measures empower our referees to more effectively target slower players and force them to play within timing regulations.

Our fundamental advice to all players remains consistent – they should be ready to play when it is their turn.”

JOINED-UP THINKING It’s abundantly clear that improving the pace at which golf is played, and the time it takes to get around 18 holes, is going to take a concerted effort from every element of the game – from the golfers at both club and professional level, from golf club managers and pros, from course architects, from golf tech companies and from the various governing bodies. But there is plenty is evidence, both factual and anecdotal, that steps are being taken and measures put in place for this to happen. The tools are in our hands, but the collective will has to be there too. And that is the hardest, and most intangible, element of all. ●

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KEY HABITS OF CLUBS THAT HAVE EFFECTIVE PACE OF PLAY POLICIES

1.

2.

3.

4.

5.

They understand their golf course through the analysis of quantitative data and established trends. What is the benchmark time for a Saturday morning 4-ball or a Friday afternoon 3-ball?

They’ve tailored a pace-policy that matches their course’s unique characteristics, which includes dynamic goal-time setting and efficient resource allocation, such as marshals placed strategically at select times of the day and week.

They generate awareness among members and guests regarding pace of play policy, ensuring that groups and players know exactly what is expected of them.

They equip teams responsible for managing the golf course with line-of-sight tools, an understanding of what to look for before problems arise, and the skills and authority necessary to intervene when needed.

They capture and analyse course data and are constantly refining their approach and looking for key areas of improvement.

THE RULES OF READY GOLF & WHEN TO APPLY THEM • • • • • •

•

•

Hitting a shot when safe to do so if a player farther away faces a challenging shot and is taking time to assess their options.

Shorter hitters playing first from the tee or fairway if longer hitters have to wait.

Hitting a tee shot if the person with the honour is delayed in being ready to play.

Hitting a shot before helping someone to look for a lost ball.

Putting out, even if it means standing close to someone else’s line.

Hitting a shot if a person who has just played from a greenside bunker is still farthest from the hole but is delayed due to raking the bunker.

When a player’s ball has gone over the back of a green, any player closer to the hole but chipping from the front of the green should play while the other player is having to walk to their ball and assess their shot.

Marking scores for the previous hole on arrival at the next tee, except that the first player to tee off marks their card immediately after teeing off.

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PGA SURVEY UNCOVERS

THE TRENDS AND STATUS OF GOLF THROUGH THE INITIAL RE-OPENING Golf has got off to a flying start since the reopening of courses last month. Golf clubs are reporting record membership and rounds sales that even with only a few courses open to non-members, look set to beat all records.

PGA LIVE, the informative webinar series for PGA Members and the wider industry, uncovered the data and insight behind the numbers

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M

ore than 400 surveys returned in just 48 hours set a new record for The PGA and highlighted the interest in the state of golf following the reopening of courses in the middle of May. Supported by industry experts 59Club and The Revenue Club, The PGA set about establishing the reality behind the media coverage getting the facts from PGA Members and General Managers up and down the country.

The findings of what has been the first industry survey were delivered in another successful edition of PGA LIVE, the new series of webinars which have attracted huge audiences from across the industry throughout Covid-19 and will now be continuing monthly.

Richard Barker, Executive Director- Business Development, said: “Golf has enjoyed some really positive PR over the last few weeks. One of the first sports to reopen coupled with some great weather have produced numbers that we have rarely seen in the last few years.

“But whilst it’s good to enjoy such positive news currently, the industry needs to go behind the headline numbers and understand the learnings and utilise these over the coming months. Our survey provides some real, tangible data and from that trends and insight valuable for every golf facility.”

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“

members leave but, conversely, 25 per cent have A golf club’s average green fee signed up more than 40 new ones. bookings in May 2020 grew from The circumstances for this encouraging trend We year have been reviewing ofathe statistics following the £2,000 last to £9,000 thissome yearwere fuelled by some extremely helpful factors, not of the lockdown and have pulled least the sunniesttogether May on record. In addition, golf massive year lifting on year increase ofrestrictions 254% this infographic in conjunction with the PGA… was one of the few activities sports and exercisePGA Partner 59Club used their unique starved people could enjoy given social distancing knowledge of the industry to survey PGA Members regulations and those who had been furloughed and facilities throughout the UK. In addition, The had time on their hands to play.

Revenue Club provided information on the status 59Club UK Manager, Will Hewitt, sounded a of visitor golf, the demand factors, and initial note of caution: “All of these opportunities will results. diminish in the coming days, weeks and months.

On the trends and within the webinar some of “There is also the question of membership the key topics of discussion were retention. That needs to be focused on someone’s GROSS YOY ONLINE GREEN FEE SALES • the opportunities golf has with the volume of first 90 days or three months as a member. That’s new Members joining golf clubs. the importance when they’re most excited about joining a club.” of retention and managing the expectations of One of the biggest positives revealed during the the new joiners to ensure they stay, especially webinar was the demand for golf and the amount within a challenging operational environment. of tee bookings made online.

• Golf Clubs now receiving all their demand for Chris Knight, PGA Member and Director of tee times directly, thus reducing the impact of The Revenue Club, said: “Since the pandemic 3rd party tee time providers. and lockdown there has been a huge change in • Impact of golfers booking online, paying in everyone’s opinion of online tee bookings, which advance and golf clubs embracing technology. accelerated the market.”

• The impact of price on demand for both The Revenue Club found that a golf club’s Membership and green fee sales. average online in May 2020 grew from £2,800 last At the time of the survey, 98 per cent of clubs year to £9,000 this year- a massive year-on-year were open following the initial lifting of restrictions increase of 254 per cent. in England on May 13 and the geographical location Knight attributes this to supply and demand. of the clubs surveyed broke down as 66 per cent in “The number of users looking to book a tee time England, Scotland 16 per cent, Ireland 15 per cent, on one booking engine on average increased by Wales two per cent, and one per cent overseas. about 330 per cent,” he added.

In terms of membership, the survey found that “It jumped from 500 users in May 2019 to more 15 per cent of venues have had more than 20 than 2,500 this May. And don’t forget, courses had

ONLINE GREEN FEE REVENUE…

SUPPLY & DEMAND… BOOKING ENGINE WEB USERS

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June 2020 9%

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increased from 5.43% to 7.42%.

• Conversion represents lookers (users) to bookers • Demand also5.increased 43% to 7.4with 2%. the third parties, with increased from Teetimes.co.uk reporting a 600% increased in web traffic • Demand also increased with the third parties, with YOY with only 100 courses live compared with their Teetimes.co.uk reporting a 600% increased in web traffic normal 650.

YOY with only 100 courses live compared with their • Teetimes.co.uk also reported an increase in average normal 650. price per player of 35%.

• Teetimes.co.uk also reported an increase in average price per player of 35%.

FEATURE

19% 19%

24 - 34 24 - 34

35 - 44 35 - 44

18 - 24 18 - 24

45 - 54

45 - 54

55 - 64

55 - 64

MAY 2019 VS MAY 2020…

MAY 2019 VS MAY 2020…

100% 10CLUBS 0%

ALLOWING CLUBS VISITORS ALLOWING VISITORS

35% 35CLUBS %

CLUBS ALLOWING ALLOWING VISITORS VISITORS

59% 5BOOKINGS 9%

£47.51 £47 .51 AVERAGE

96% 9BOOKINGS 6%

£46.03 £46 .03 AVERAGE

CAME BOOKINGS DIRECT CAME DIRECT

BOOKINGS CAME CAME DIRECT DIRECT

BOOKING AVERAGE VALUE BOOKING VALUE

AVERAGE BOOKING BOOKING VALUE VALUE

2.41 2PLAYERS .41 PER

£19.74 £19AVERAGE .74

1.86 1PLAYERS .86 PER

£24.73 £24AVERAGE .73

TEE PER TIME PLAYERS TEE TIME

PLAYERS TEE PER TIME TEE TIME

only been open for a couple of weeks. The demand for golf has been astronomical.”

However, a key element of golfers booking directly with clubs online meant tee times were not discounted as they are in the case of third-party The Revenue Clubs work with 100+ Want to learn more or get The Revenue Clubs work with 100+ to learn more or get bookings. a result, 96golf per centWant ofsome bookings were coursesAs across the UK. Our details? Drop us a courses across the UK. Our golf some details? Drop us a course partners are a mixture of note made online and through a third party and the course partners are anot mixture of note multii-course operators, member multii-course operators, member and proprietary owned. increased from average spend per booking £19.74 EMAIL US and proprietary owned.

EMAIL US to £24.73, a rise of 25 per cent.

“In our opinion, everyone is switching to online tee bookings with pre-payment,” Knight added.

“That was happening at a much slower rate, but we’ve just seen the pace of that explode, given the circumstances golf clubs have found themselves in and the requirement to keep everyone safe.”

The positive results revealed by the first survey into the state of golf after restrictions on playing the game socially were relaxed represent a golden opportunity for PGA Members and their facilities.

PGA Chief Executive Robert Maxfield said: “I would urge everybody to consider the information from this survey and what it means for their facility and the wider industry.

“More than ninety per cent of bookings have been made directly with golf clubs – you look at the volume of people who are now booking online and the opportunities for capturing data. All these individuals booking games are potential members.

With green fees in May showing a 25 per cent increase. I think there’s a real opportunity here for golf."●

PRICE PER AVERAGE PERSON PRICE PER PERSON

AVERAGE PRICE PER PRICE PER PERSON PERSON

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The results, were revealed during The PGA LIVE weekly webinar.

This can be viewed by accessing https://buff.ly/2C17TC6

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For all your golf academy and simulator room requirements Free golf academy design service with independent advice on golf simulators and launch monitors for PGA Professionals and club fitters.

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sales@golfswingsystems.co.uk 26

June 2020

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BUSINESS

EXPERT TIPS TO GET YOUR RETAIL OPERATION BACK ON TRACK

RETAIL

BACK IN

THE CHANGING FACE OF RETAIL

How to safeguard your business in a post-Covid world

SOLE TRADERS Boost your shoe sales by stocking the latest spikeless models

The PGA Professional

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TRADE NEWS

RETAIL PROFILE

All the latest product launches and industry updates

Nick Lowe, PGA Professional at GrangeOver-Sands Golf Club

#makinggolfhappen

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TR A DE N E W S

Helping golf’s return to retail Nick Bayly reports on the support being offered by the golf industry to help Members get their shops back in business following the lockdown PRO SHOPS and golf retail outlets were given the green light to re-open on June 15, almost three months after they were forced to close their doors due to the Covid-19 pandemic.

The UK Government shut down all ‘non-essential’ retail on March 23, forcing PGA Professionals to close their club-based shops, and high street retailers to do likewise. Although some retailers were able to continue selling golf equipment online, without golf courses being open, the demand for golf equipment dropped off a cliff overnight.

Golf courses in England re-opened on May 13 (and several days later in Wales, Ireland and Scotland), resulting in pros having to open up their shops and un-furlough staff to take green fees, but they were unable to sell any equipment until June 15, the date from when all non-essential retailers were able to re-open to customers, providing strict social distancing and hygiene standards could be met.

With a large percentage of pro shops occupying quite small spaces, many pros are still only able to allow one or two customers into their shop at any one time, many of which will only be entering to pay a green fee, rather than looking to buy a new driver or trolley, further reducing the potential for sales.

And although custom fitting sessions and golf lessons are now allowed, many golfers, especially those more vulnerable members of society, will be put off from booking a fitting for new clubs or having a lesson until the virus has subsided.

With all these pitfalls and hurdles, it’s not surprising that the PGA’s Covid-19 28

helpline has been inundated with enquiries from Members seeking advice on all aspects of their business, including furloughing staff, claiming business grants, as well as the finer details of how to safely re-open their shops. A team of more than 60 staff were switched to manning the hotline and making proactive calls to Members within days of the lockdown and have offered continual support to more than 6,000 Members and over 1,500 golf clubs and facilities over the last 12 weeks as golf slowly came back in stages.

Joe Kelly, the PGA’s Head of Member Support, said: “In most cases the information is available on the hub, but where there has been a specific issue for some PGA Professionals, then our Business Relationship Officers and Regional Managers have made over 500 additional calls to offer dedicated support. We have collated every question and created a call sheet for our team, so they have the answers to the most asked questions to hand. Most have centred on the financial support available over the coming weeks and the impact on the Professionals’ business longer term.”

Pros that are members of buying groups such as TGI Golf and Foremost have also received welcome support, more specifically about retail, helping some partners to set up online retail businesses and offering advice on re-opening their shops. TGI Golf has kept its entire staff working remotely throughout the lockdown, offering support via phone calls and webchats to its 450-plus PGA Professional partners.

Eddie Reid, Managing Director of TGI

Golf, said: “At the outset of the COVID19 crisis we made the decision not to furlough a single member of staff, but to double our efforts and offer our partners a strategy to help them through the crisis.

“Our four retail consultants have so far conducted more than 200 video calls and 400 telephone calls over the course of the lockdown, offering advice and assistance covering a vast array of topics from organising financial plans and setting up online shops to ensuring partners’ stores were safe to open again with our offer of free signage. As a group of independent retailers, it wasn’t possible to put together a ‘one size fits all’ programme, so we’ve worked with individual partners to put customised programmes in place and offer support.”

Mark Hopkins, business consultant at retail software management company XPOS, has also been handling numerous enquiries from PGA Professionals seeking retail advice throughout the lockdown, and even more as shops prepare to re-open.

He said: “While the boom in play is fantastic, and we must make the most of it, emerging from lockdown and getting retail businesses back on track is going to be one giant balancing act for golf pros and shop managers. Many will still be working on their own and probably trying to manage everything themselves. Some pros won’t yet have had clear communication from their club about what they need to be doing.

There’ll also be excess stock to sell and new safety measures to navigate to make customers feel safe. And it hasn’t been easy keeping up with all the new government guidelines about what retailers can and can’t do.”

Many equipment companies have extended their credit terms and reduced June 2020

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TR A DE N E W S the number of product releases, especially on apparel, but others are demanding instant payments on overdue accounts, so it is important that Members keep in contact with their suppliers and arrange payment terms that work for both parties in these unprecedented times.

Hopkins added: “The bottom line is that your suppliers can only do so much, as if all existing orders were cancelled, we wouldn’t have a retail industry. So be sure to keep talking to your suppliers and don’t ignore their invoices. Most will be happy to sort out longer payment terms providing they have a timetable for repayment. Don’t, whatever you do, bury your head in the sand.”

While most of the major equipment launches for 2020 were in store before lockdown, many of the larger brands have delayed further product launches until later in the year, and some into next year, in order to enable retailers to clear their backlog of stock.

Srixon unveils campaign to support pro shops SRIXON SPORTS Europe has launched a social media campaign to encourage golfers to support their local pro shop following the impact of the Covid-19 pandemic on sales.

With pro shops allowed to open up in the UK from June 15, Srixon is hoping to remind consumers to support their local PGA Professional with its #GolfNeedsYou campaign. The brand called on a dozen of its European Tour staff to get involved, with players such as Soren Kjeldsen, Raphael Jacquelin, Adri Arnaus and Sean Crocker holding up #GolfNeedsYou signs in support of the campaign that was then posted on social media.

A spokesperson for Srixon said: “Srixon hopes that everyone can become a part of #GolfNeedsYou. It’s designed to encourage everyone to book a lesson or make a purchase in their local pro shop in order to help the golf industry recover as quickly as possible.”

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NEWSBURST

WILSON BOX SETS PROVE A HIT WITH NEW GOLFERS Wilson Golf has launched a range of ten box sets of clubs to meet the growing demand for complete sets designed to help newcomers enjoy their early golfing experiences.

With thousands of people playing golf for the first time during the first stages of the relaxation of the Covid-19 lockdown, and many more returning to the game after lengthy lay-offs, boxed sets provide a cost-effective way for golfers to get kitted out.

Wilson’s ProStaff SGI Set (£329) comes in five different options for men and women, in both right and left-handed options, standard and extra length, plus graphite shafts. Designed to support playability with strong lofts and low weighting, the set comprises ten clubs – driver, fairway wood; hybrid, irons (6-SW) and a putter. Individual clubs, such as 4- and 5-irons, can be added to the set.

For juniors, Wilson offer the ProStaff JGI Junior Set (£130), which comes in three sizes for young players aged between 5-14, plus a left-hand version, a girl’s set and a special teen set. Junior sets also come with a lightweight stand bag.

“Our latest ProStaff box sets compare favourably in terms of performance and looks to some of more advanced sets of clubs on the market,” said Lee Farrar, Head of Golf for Wilson in the UK & Ireland. “The choices available to men, women and juniors makes it possible for retailers to customise the sets to meet the needs of every golfer from the age of five onwards. This is one sector of the club market that is often overlooked, but it can be a source of strong sales and margins.”

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TR A DE N E W S

Motocaddy adds downhill control to M Series trolleys TEN YEARS after introducing its first ‘Downhill Control’ model, Motocaddy has extended the option across all of its compact M-Series trolleys released this year.

The new line up of M-Series models with Automatic Downhill Control are the M1 DHC, M3 PRO DHC, M5 GPS DHC and the M-TECH. Each trolley can maintain a constant speed while moving down a gradient and comes with an electronic parking brake and all-terrain wheels. The soon-to-be-released M7 REMOTE trolley will also offer the DHC feature and is set to take ‘handsfree’ golf to a new level. Both the M3 PRO and M-TECH models also feature full colour LCD screens, while the M5 GPS version is the world’s first compact-folding electric trolley to include a fully-integrated GPS system built into a touchscreen display.

The M-Series models share a ‘SlimFold’ design that offers a smaller folded footprint for easy transportation and storage and are powered by lightweight lithium batteries. All Motocaddy trolleys feature a USB charging port, Adjustable Distance Control and a free accessory station as standard.

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SkyTrak bags trio of media awards SKYTRAK SCORED a triple success when the leading golf magazines announced this year’s product awards on both sides of the Atlantic.

SkyTrak’s launch monitor received the Editor’s Choice Award from Today’s Golfer in April, quickly followed by the Golf Monthly Editor’s Choice Award for the second consecutive year. It was also recognised by Golf Digest as an Editors’ Choice Award winner for the fourth consecutive year in its annual ‘Best in Golf’ edition for 2020.

“At £1,995, SkyTrak is already more affordable than other professional-standard launch monitors on the market,” said SkyTrak’s James Holmes. “And with what we have all just been through with COVID-19, now is surely the time for coaches to take a serious look at their indoor golf setup.

“Our goal with SkyTrak is to provide an exceptional experience for golfers looking to improve their game and have fun, and to provide golf coaches and custom-fitters with cost-effective, highly-accurate technology which enables them to give their customers the best advice,” Holmes added.

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TR A DE N E W S Foresight Sports offers free access to launch monitor education programme Foresight Sports Europe, the leading launch monitor and golf simulator brand, has made Level 1 of its PEAK (Performance, Education, Analysis and Knowledge) certified professional online education programme completely free of charge.

The education programme is designed for all coaches and fitters to get the most out of their launch monitors and simulation software, and to ensure a common language and understanding around the different data points measured.

The digital training programme allows PGA Pros to work through the online content sessions at their own pace, with hours of video content – featuring Liam Mucklow, Martin Hall and other Foresight ambassadors – explaining everything they need to know in easily accessible detail.

The PEAK Level 1 platform also provides vital information on how the camera system measures the ball and club, and how that data can be applied, providing a huge enhancement to practice and coaching sessions.

For more information, visit www. foresightsports.eu/peak-training.

LYNX EXTENDS CREDIT TERMS Lynx Golf has announced extended credit terms to help PGA Professionals manage their payment schedules following the re-opening of golf retail. The British-owned company is extending its credit period to 150 days, with invoices for orders placed between June 1 and July 15 split into two equal payments on November 10 and December 10. The minimum order is £250, and invoices settled by October 10 will receive a 10 per cent discount.

Lynx Golf’s co-owner Stephanie Zinser said: “We have always believed that PGA Pros are essential to a successful golf industry, hence why we have worked with them so closely for the last ten years. This extended credit period will give pros a chance to replenish their shops with fresh stock and have a good length of time to sell it before having to face their bills. We believe with our new Predator, Crystal and Junior Ai ranges, we have fabulous products that the pros can make a tremendously healthy profit with.”

Andrew Bayne, Lynx’s UK Sales Manager, is available to discuss any needs or issues pros may have. Call 01932 344074 or email sales@lynxgolf.co.uk.

The PGA Professional

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NEWSBURST Glenmuir appoints Asbri Golf to manage South West sales Glennmuir has appointed Asbir Golf as the exlcusive sales agency for its Glenmuir, Sunderland of Scotland and MacWet brands in the south west of the UK, incorporating South Wales, Gloucestershire, Wiltshire, Dorset, Somerset, Devon and Cornwall.

PGA Professional Richard Dinsdale, Business Development Manager for Asbri, will be representing the brands in the field. He said: “We are absolutely thrilled to take on the agency and represent two of the finest brands in the industry with Glenmuir and Sunderland of Scotland. Asbri and Glenmuir have had a longstanding relationship since the 2010 Ryder Cup, and the synergy between the brands in terms of logo cresting and customer service is the perfect match.’

Matthew Eagle, Glenmuir’s GB&I Sales Director, said: ‘We are absolutely delighted to have both Asbri Golf and Richard involved in the business and feel totally confident that our brands will be represented to the highest of standards. In a world full of uncertainty, now more than ever it is comforting to know that both Glenmuir and Sunderland of Scotland are in safe hands in our South West territory and fully expect the business to continue to develop from strength to strength.”

Richard Dinsdale can be reached on 07903 189119 and at richard@asbri.co.uk.

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RETAIL

SWING LOWE

In the first of a new series on PGA Member’s retailing operations, Nick Lowe, Head Professional at Grange-Over-Sands Golf Club in Cumbria, discusses how he delivers products and services to his customers What brands do you stock and what has sold well recently?

On the hardware front, I stock TaylorMade, Ping, Cleveland and Lynx.

My best-selling clubs last year were the Ping G410 and TaylorMade M6 drivers. With regards to clothing, Ping Apparel’s recent collections have been a step up in quality, which has proved really popular.

What services do you offer to add customer value?

We offer a free custom fitting and lesson with any hardware purchase. This is very well received by the membership and it definitely helps build relationships, which drives repeat lesson bookings and develops trust in what we offer. There aren’t many club sales that aren’t custom fitted to some degree. I’d like to get it to 100%, as this provides the best service to my customers. I have GC2 set up in my studio, which I use for the simulator and my fitting business. I also use Optimal and Hudl for lessons and providing members with visual feedback on their technique. Using my studio really helps when competing against online sales.

How big is your retail space?

It’s not the largest space, but I try to make good use of it and keep product on display clear and visible to allow a good flow of customers. I have two part-time staff working with me currently, but I do all the fitting and teaching myself, as I don’t currently have a trainee assistant.

Do you belong to a buying group?

Yes, I am part of the Foremost Group, which helps me enormously as a member. One of the things I find most beneficial is the support from my Business Development Consultant, who provides expert advice on a broad range of retail strategies and promotions, as well as being readily available to meet and talk to about any queries I have. Also, the Singles Service and Click & Collect solutions are extremely valuable tools, meaning I can still offer products that I don’t stock and always support my members requests.

What marketing do you do to attract customers into your shop?

As part of the Foremost Elite Marketing Programme, I rely on the weekly EMP newsletter and social media solution to communicate with my members and market the products and offers I have in-store to them. I think, for me, the key is to keep it local and make sure I hit members with information that they find interesting and is relevant to them, which EMP helps me achieve.

What happened to your retail operation during the lockdown?

Once the UK lockdown was announced we closed the shop immediately. However, we didn’t want to leave our members and customers in the dark, so we formed online groups and a community through WhatsApp and Facebook as an alternative means of communicating, which included coaching and videos. This way we could keep our members engaged and keep the shop and our services front of mind for when they returned to the club.

Did you sell stock online during the lockdown?

I don’t sell online, as I like to keep my sales personal to my customers’ needs.

With golf courses open and retail starting up, what measures have you put in place to ensure staff and customer safety?

In the initial period of golfers being back at the club we utilised Foremost’s ‘Click & Collect’ solution, making it simple for our members to order, collect and pay, removing touchpoints from the sale. This allowed customers to browse different items in their own time at home and see what I can offer without the shop actually being open.

We have also encouraged our members to top up their pro shop accounts and order items ahead of their tee times, so we can leave goods on the tee ready for them such as gloves, balls and tees.

Do you have plans to run any special offers to reboot sales or are you holding firm on price and promoting value-added services?

For now, we are holding to the same pricing structure as before lockdown and focusing on the services we can offer members. One thing that is very popular at the moment is doing playing lessons via a four-hole course assessment. We can be out on the course with them, away from the studio, which is not in use at the moment, for an hour at a time and it gives me the opportunity to take a look at their equipment, expanding the ways I can make a sale. If their grips are worn or their trolley is old and not working properly, I can help with suggestions and let them know the benefit of upgrading, at the same time as increasing my coaching revenue.

What’s next on your to-do list with regards to the shop?

Once we can re-open the studio again, I would like to do a better job telling my members all it can offer them. The studio is located upstairs in the clubhouse, rather than being an extension of my shop, however it’s still a great space and really expands the services I offer. ●

NICK LOWE’S BEST-SELLING CLUBS IN 2019

TaylorMade M6 driver 32

Ping G410 irons June 2020

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We’ve all missed fairways. Perhaps never as much as recent weeks.

As golfers make their return to golf courses and golf shops we’d like to welcome many of our retail partners back into the industry we love.

The word partnership is central to our business and together we will overcome this unprecedented situation. Thank you to our partners for continuing to trust in Acushnet, our people and our brands.

TR A DE S H O E S

HAPPY FEET

With golfers streaming back onto the fairways, many for the first time in ages, now is the time to boost your summer footwear sales by stocking the latest highperformance spikeless shoes

n WORDS BY NICK BAYLY Spikeless golf shoes have gone from something that was sniffed at by serious golfers a decade ago to being the preferred choice of tour pros, elite amateurs and club golfers alike.

FootJoy, the best-selling golf shoe brand in the UK, reported that 48% of its total shoe sales in 2019 were spikeless models, up from 20% in 2015, and that swing towards less formal, but equally high performing designs, is only going one way as we move into the new decade and beyond.

That’s because the latest spikeless models offer grip that can match plastic cleats, while at the same time being incredibly comfortable, lightweight and versatile for on and off-course wear. They also cause less damage to greens, which makes them more popular with course managers and greenkeepers too!

Many spikeless and hybrid shoes are also waterproof, meaning they can be worn all year round, while the dizzying choice of colours and designs means there’s a style out there to suit almost every kind of golfer, and a wide range of budgets, from as little as £60 to close to £200.

While Ecco famously kicked off the trend for trainer-style shoes with the launch of the laid-back Street shoe worn by Fred Couples at the Masters in 2010, today’s spikeless designs, as the models featured on these pages confirm, cover a much wider range of styles and performance attributes, making it harder to lump them into one amorphous category.

Some focus more on comfort than they do lateral support, while others major on weight, or lack of it, rather than grip. And then there are those that are designed for summer rounds, while others can be worn throughout the year without fear of getting your socks wet. So it will pay to ask exactly what kind of job your customers are expecting their shoe to do before you press your foot measuring gauge into action. Taking these factors into account, and ensuring that the fit is right, will ensure you have a happy golfer who will hopefully become a customer for life.

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TR A DE S H O E S

RRP £129.95

RRP £139.95

ADIDAS CODECHAOS

ADIDAS TOUR 360 XT-SL

CodeChoas shoes are 100% waterproof, a feat which has been achieved by a fine film that wraps around the multi-layer mesh uppers, which makes the shoe light, flexible and breathable. The film also prevents the uppers from staining, so these will look as a good long after many other shoes are showing their age. Full-length Boost cushioning features across the entire midsole, creating energy rebound, while the rubber element of the sole wraps over from the outsole in three key areas to limit the Boost’s expansion for added support. The blue section of the sole is a TPU insert with special lugs that vary in height and have lots of different angles for maximum grip.

The standard model is offered in choice of five colours, while there is also a Hi-Top BOA option with a hydrophobic stretch knit collar, as well as a lighter Sport version. While the bright lime green model is unlikely to appeal to the older golfer, there is a choice of more conservative colours, including a grey/black/white design.

With classic adidas styling that will appeal to golfers of all ages, the Tour360 XT-SL has become a hugely popular shoe on Tour thanks to its more structured design, which gives that ‘locked-in’ feel that is more associated with a cleated model, which isn’t that surprising given that it is essentially a replica of the adidas Tour360 but with a spikeless sole design.

The responsive Boost midsole, which has been a mainstay of all Tour360 shoes since their launch in 2006, returns energy as you walk, while the XT SL’s new new X-Traxion traction system - which features a series of X-shaped lugs placed strategically throughout the sole – offers excellent grip on the course in all conditions.

Given their robust construction and solid grip, the XT-SLs are the kind of spikeless shoes that could definitely be worn all year, but adidas produces other models which are lighter and more breathable, and therefore better suited to summer-only wear.

RRP £179

RRP £109

DUCA DEL COSMA ELDORADO

PUMA IGNITE NXT SOLELACE

The Eldorado looks more like a traditional golf shoe than most other spikeless models, making them ideal for golfers who prefer a more classic styling, but still want the benefits of a cleat-free design.

The uppers are made from tumbled nappa leather, which boasts a waterproof coating, while comfort is enhanced by the breathable internal bootie system and a memory foam leather insole which moulds to the wearer’s foot shape. The 5mm square traction nubs on the sole are some of the most aggressive offered in a spikeless design for grip in all conditions. The shoes are offered in regular and wide fits, while each pair comes with two sets of different coloured laces.

Duca del Cosma is currently offering an in-store promotion with a free branded shoe bag and cap with every shoe purchase.

The Ignite NXT Solelace features a micro-thin TPU frame around the midsole that enables the laces to completely envelop the foot, pulling the midsole and outsole of the shoe, rather than the laces simply tightening the upper around the top of foot like in a traditional shoe. A heel cage keeps the foot supported and stable, while a moulded foam midsole makes them comfortable to wear all day. The fabric mesh upper features a breathable waterproof coating that all protects against dirt and grime. A completely new spikeless outsole now features over 100 hexagonal lugs to provide traction where it is needed most. Other useful design features include pull tabs on the tongue and heel to help with getting the shoes on. They are available in grey, black, burnt olive and peacoat.

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TR A DE S H O E S

RRP £149.99

RRP £109.99

FOOTJOY PRO SL/PRO SL CARBON

FOOTJOY FLEX XP

Classic styling and excellent performance, combined with high levels of grip and comfort, make the FootJoy Pro SL the spikeless shoe of choice for dozens of players across the professional tours. Updated for 2020, the latest model features an all-new outsole, which provides 189 points of traction to improve contact with the ground, while an 11.5% per cent wider heel and increased forefoot stability provides a more solid platform throughout the swing.

A dual-density foam midsole enhances both stability and comfort, with a firmer area around the edge for support and control, and a softer foam under the foot for maximum cushioning. The uppers are made from ChromoSkin waterproof leather.

For golfers looking for even more support, FootJoy has added the Pro SL Carbon which features a full-length carbon fibre insert in the midsole. This flexes and snaps back to its original position, helping to recover more of the energy generated while walking and allowing the body to work less.

The Pro SL is available in four laced styles (£149.99) and one BOA closure (£169.99) and for custom options on the MyJoys website. The Pro SL Carbon is offered in Black/Charcoal/Grey or White/Charcoal/ Grey (£179.99), while a new Women’s Pro SL, offered in White/Silver/ Grey Grey/LT Blue and White/Silver/Rose BOA.

Designed as a lightweight summer shoe, the new Flex XP boasts a mesh upper, which, while breathable, is also waterproof, unlike the standard Flex model, so it will happily cope with early morning rounds when there might still be plenty of moisture in the long grass.

Where it really wins though is on weight, comfort and versatility, with springy insoles providing cushioned-style walking and the overall styling making them ideal for wearing on and off the golf course.

Traction is provided by a Versa-Trax sole, a low-profile series of raised elements which will stop you slipping about when your walking and playing shots, but they won’t deliver the Tour-standard level of grip offered by FootJoy’s other spikeless models, such as the Pro SL, when you’re swinging hard.

RRP £99

RRP £99

FOOTJOY SUPERLITES XP The synthetic uppers and waterproof membrane in the SuperLites XP balances lightweight flexibility with durability to create a shoe that delivers all-round summer performance. Fully waterproof, they feature high levels of traction, while a cushioned midsole ensures no tired feet after hot summer rounds.

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SKECHERS GO GOLF ELITE 4 PRESTIGE Skechers is enjoying a growing share of the market in the UK thanks to the success of its Go Golf range. While 2019 saw it introduce its GRIPFLEX spikeless outsole, 2020 sees the introduction of a new twistdial laceless closure system on a wide range of men’s and women’s models, as well as new Skech-Air models that feature air-cooled memory foam for even greater levels of comfort.

The Elite 4 is boasts a sporty, low-drop design that keeps the golfer’s feet low to the ground and combines with a TPU spikeless outsole for superior balance and traction. Comfort is enhanced through Ultra Go and Goga Max cushioning, while the uppers boast a leather/knit combination, with the forefoot section made from leather, and the saddle and heel section from a durable knitted material.

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TR A DE S H O E S

RRP £180

RRP £140

ECCO S-THREE

UNDER ARMOUR HOVR SHOW SL GTX

The S-Three offers different levels of cushioning and stability to three different parts of the foot. The heel is ‘medium soft’ and delivers high levels of cushioning; the central area is more rigid for enhanced stability; while the front section is the softest. A Gore-Tex membrane offers breathable waterproof protection, while the uppers are made from calf nappa leather, which is soft yet durable. The soles feature over 100 nubs and over 800 traction angles for improved grip.

The HOVR Show SL boasts a breathable, microfibre upper and a lightweight Gore-Tex waterproof membrane. The structure is designed to allow the foot to move naturally, but there’s still plenty of support to ensure stability when walking and hitting shots. Foam cushioning boosts comfort for all-day golfing, while underfoot traction is designed to resist rotation, which used to be a problem with some spikeless shoes, particularly when making full swings.

RRP £119.99

RRP £220

ECCO GOLF STREET 10

CALLAWAY APEX PRO KNIT

The new Golf Street 10, which celebrates a decade since Fred Couples wore the first pair at the Masters, boasts an all-new midsole material called Pu Phorene, which increases the shoe’s shock absorption and rebound properties. A micro-perforated leather lining and leatherlined inlay soles offer moisture management properties, while the uppers are made from a pebbled nappa leather with an aniline finish for a luxury, soft touch. The leather is treated with Ecco’s water-repellent Hydromax finish, which adds durability and strength, keeping feet dry with enhanced breathability.

The Apex Pro Knit has a classic brogue-style upper combined with a sporty-looking sole. The upper is one piece of knitted ballistic mesh and offers a fine balance of flexibility and support during the phases of the swing. Highly breathable, it also comes with a one-year waterproof warranty. The TPU spikeless sole has been engineered to create a solid platform, with lateral Xfer Power wall preventing side slippage while absorbing and releasing the energy loaded during the swing. The de-coupled force Flex POD encourages maximum ground contact.

RRP £210

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ROYAL ALBARTROSS STRIDER The Strider combines the highest quality Italian leather and suede uppers with anti-bacterial-treated canvas. The soft, naturalcalf-leather lining and an air cushion sole offer multi-directional traction and heel cup support. Handmade in Portugal, it comes in tri-colour patterns: Storm (turquoise, black and cream), Miami and Monochrome (black and greys). Each shoe comes with a pair of burgundy and yellow shoelaces to match your style preference.

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TRADE Matthew Johnson, General Manager, Acushnet UK region

STEPPING UP IN A CRISIS Matthew Johnson, General Manager for Acushnet’s FootJoy and Titleist brands in the UK, talks about the importance of supporting PGA Professional retailers during the COVID-19 crisis and beyond It has obviously been a tough time for equipment companies and golf retailers during the COVID-19 crisis, but how has Acushnet been able to support its PGA Professional account holders during the lockdown?

The Acushnet Golf Division was founded in 1932 and has a long history of working with our partners and persevering through challenging times. We have drawn on this experience and resolve over the past three months and will continue this ethos for the months and years ahead.

We made a conscious effort to communicate regularly with our customers during lockdown.

There was no one-size-fits-all approach, so we encouraged our sales and finance teams to maintain a dialogue with our customers to understand their needs and issues.

The most obvious area of concern we heard from our customers when courses and retail were closed was how and when could they pay their bills. Our credit teams have been given unprecedented levels of autonomy to 38

accommodate our customers’ individual needs.

I’d like to reinforce that message by inviting customers to talk to our credit or sales teams with any concerns they have.

One of the benefits of the government furlough scheme was that it allowed participants to partake in training, so our product and fitting teams ran numerous online seminars working with the PGA and buying groups to promote these to their members.

The sessions often included participation from our fitting experts from the European Tour and the PGA Tour in order to share their experiences and knowledge from working with the world’s best golfers and how those experiences can translate into working with the club golfer. We have strong belief in our company values and reminded our teams this would be essential in being humble and flexible in working together with our customers to offer the right support for them.

What has been your focus now that retail isre opening?

More recently the focus has turned to delivery times. With many retailers opening up, the focus is more on stock requirements. Rounds played are encouragingly high since the lifting of the restrictions and consumers’ appetite to buy golf products appears to be in line with that surge.

As such, we are doing all we can to offer an efficient service to our June 2020

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TRADE partners to help them service the increase in demand. We are navigating our way through a large backlog of orders, so, in the short term, delivery times may be extended, but we are doing all we can to provide the best service available, while at the same time managing the health and wellbeing of our workforce.

What practical measures can you take to help PGA Pros stimulate sales of their FootJoy and Titleist products?

As retail starts to open up it is our responsibility to help our partners create demand for our brands and offer sell-through support. Our sales teams have been updating our customers of our revised brand calendars and promotional calendars, and customers should speak to their Area Sales Manager to discuss these opportunities.

During the lockdown period, we were constantly reviewing scenarios and our forecasts for 2020, 2021 and 2022. As we have our own factories, our supply chain teams have been able to amend the flow of products accordingly; the last thing our customers need is an oversupply of product being forced upon them.

We have long believed in two-year life cycles for the vast majority of our products and this will remain the case; we will be reviewing all upcoming product launch calendars and only bring products to market at the time we believe is right to ensure a successful launch period and a full and healthy life cycle for each product. There will not be any knee-jerk reactions or launches from our brands.

One development in recent days has been the reopening of our National Fitting Centre at St Ives in Cambridgeshire. We had lots of feedback from golfers that were keen to get fitted and we worked closely with the Health & Safety team to open the centre appropriately. We have also changed the booking process, so for the foreseeable future we will not be charging for fitting, to help partners send more golfers if they are not able to fit them at their own facility. We will shortly have our National Fitting Centres in Ireland and Scotland open and our team are working on when they can start to send out our team of 11 mobile fitters to your facility. It is essential to point out that we will not do this until we are 100% sure this can be done in a safe manner for both our fitter, trade partner and, of course, the golfer.

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Do you think the Acushnet way of working with PGA Pros and consumers will change over the short to medium term as a consequence of the pandemic?

Like everybody in the golf industry, we are looking forward to some normality returning, but equally how do we know what normal now looks like?

Focussing on golfer needs is particularly important and we believe this is the best strategy to follow in partnership with our customers.

The one thing I think this situation has done is make us all take a step back to think. Given the busy lives golf industry professionals lead that is not an opportunity we are often presented with.

The opportunity to develop the ways we work and run our businesses must be a positive, albeit we are all going to have to work incredibly hard in the coming weeks and months to realise that.

Titleist is planning to have its team of 11 regional custom fitting experts back out visiting clubs as soon as it is practical and safe to do so

Acushnet has an 88-year history and we are proud of the way we have conducted our business over that period. The word ‘partnership’ is central to our business model and together, we will overcome this unprecedented situation. Thank you to PGA Members for continuing to trust in Acushnet, our people and our brands.

As a member of the BGIA, I’d also like to share how much work that group has done to support the safe return to golf and develop unprecedented levels of collaboration with the various governing bodies and The Government.

The work Rob Maxfield and the PGA team have done has been fantastic and truly pivotal to helping golf return ahead of other sports, and everybody at Acushnet is proud of our longstanding PGA Partnership. I hope the industry can maintain this level of collaboration for the future health of the game and industry. ● 39

RETAIL

THE CHANGING FACE OF RETAIL IN A POST-COVID WORLD Phil Barnard, chairman of XPOS, golf’s leading sales and stock management system, says that expertise and personal service will win out over price in postpandemic golf retailing

I

started a ‘future of golf retail’ article before the Covid-19 outbreak and was then conflicted as to whether I should continue writing with the ensuing carnage.

Inevitably, the pandemic would have a significant effect on our personal and professional lives, as well as our future behaviour. So, I pressed the pause button on my previously planned feature and, as predicted, the global economy has since slipped into recession.

But now, as the UK, and the wider world, begins to come out of lockdown and golf retail begins to start up again, I’ve had plenty of time to put together my thoughts on a post-Covid golf retail industry might look like and what the future may hold for you as retailers.

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GOLF RETAIL PRE-PANDEMIC Pre-Covid, general retail was changing at a rapid pace. The traditional high street was under constant pressure, online retailers continued to grow, and Amazon had become all-powerful. Bricks-and-mortar retailers were shifting towards a more ‘experiential’ in-store service, providing customers with a sense of expectation, and golf retail was starting to pick this up.

Historically, things have been different in the golf industry in comparison to general retail, and it isn’t unreasonable to assume this will continue to be the case.

Golf is fairly unique in that the channels of distribution are different to most other retail businesses. In fact, it’s possibly the only activity where a large part of the

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RETAIL associated purchasing is done at the point of delivery – at the golf course or driving range.

High street retailers have grown over the last 50 years and taken a significant share of the golf business from pro shops.

The larger floor space and sheer amount of choice offered by the high street shops was attractive to customers. However, in the last decade there has been a renaissance in specialist on-course retailers, largely due to the way equipment categories have moved towards custom fitting.

This has played into the hands of PGA Professionals, who can use their expertise, and their close relationships with golfers, to sell the product. In the past, the big box retailers relied upon rows of clubs to tempt customers, who were convinced that, among the myriad of options, one of them would be the ‘the right one’. With custom fitting, science and expertise can calculate the right product and so a large amount of stock is no longer required.

Another factor in the transition towards the pro shop has been the advance of ball-tracking and swing analysis technology, which has enabled retailers to demonstrate the benefits of a new purchase. You can measure and compare the performance of any club against a customer’s old one.

This has made it easier for golfers to see the benefits and builds greater value in the purchase. As a result, prices have increased, and stock levels fallen.

MEASURING THE TRUE COST OF VALUE Ultimately, the customer is looking for the best ‘value’ which, in the equipment category, comes from seeing a boost in performance. Historically, value was confused with low prices, but we know it isn’t the case: it’s actually the perceived benefit versus cost relationship. It isn’t any good having something cheap that doesn’t perform – where’s the value in that?

‘Value’ is easy to illustrate for equipment - see how far the ball goes and decide if ‘X’ yards gained is worth ‘Y’ £’s spent.

With other items, value is less tangible and harder to quantify. For shoes, it could be how comfortable they are, while with clothing it may be if it makes you look good and feel comfortable.

The ability to choose from a large selection of product has been used to deliver ‘perceived value’ for a long time.

Without the option to choose from multiple options, there’s a nagging sense that there might have been a better product out there.

Custom fitting delivers the same level of

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Pro shops will hold less stock in the future retailing environment and instead rely on quick turnaround orders

satisfaction, without the need for all the stock. You know you’re purchasing the right product because it’s fitted to you and the fitter can demonstrate the benefits. It’s the evolution of big choice to the right choice.

Moving forward, we must continue to deliver ‘value’ to the customer. The customer needs to believe he’s getting the right product: either through choice, or fitting, and which is validated factually, professionally, or by his peers.

There’s one more thing to consider. In order for the customer to get the most ‘value’, he should enjoy the experience.

IDENTIFYING CUSTOMERS’ NEEDS When we look at equipment categories, the pattern is pretty well set. Custom fitting works, so offering ‘choice’ to consumers comes down to having enough custom fit options. After that, it’s about the overall experience, which will be delivered by the shop environment; the equipment available; performance tracking; and the expertise of the retailer. Obviously, the aim is to find the product that works for the customer and deliver a boost in performance.

How do we now deliver a similar proposition for other categories? How can we do a better job of meeting customer needs? For clothing and shoes, this will be about identifying the right fit and look and can be done a number of ways.

1. Service – Shop assistants provide more help with product measurement and selection.

2. Customisation – Identifying products that fit and look the best.

#makinggolfhappen

3. Technology – Sizing, measurements and product selection could be delivered through kiosks, apps, or even walk-in ‘fitting pods’. Brands might consider virtual-fitting apps and augmentation that could measure customers and suggest sizing.

Imagine walking into the fitting pod where you are scanned for size and the style of clothing that will suit you, and then are provided with options to choose from. Once the selection is made, the system then augments an image of you wearing your outfit to make sure you like the look.

Post-Covid, one thing to consider regarding fitting is personal space.

Customers may feel less happy being measured by a staff member in close proximity and technological solutions will be a solution.

CHOICE v CAPITAL EFFICIENCY ‘Choice’ is still a very effective weapon in a retailer’s armoury. What’s more, it’s pretty simple to deliver: you just need space and stock. The problem is that it isn’t financially viable for the majority of retailers, so the challenge is how to provide choice, without crippling the business financially.

With the huge choice available to the customer, I think we’ll see a fundamental change in the stocking policies of brands, and I can envisage three different types of stocking programmes developing in the future: • Stock for immediate sale, merchandising, and fitting.

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RETAIL • Stock that is available online for delivery to store or direct to the customer – the virtual stock room.

• Stock that is owned by brands and sold on a commission, or space rental, basis.

Let’s see how they could benefit the retailers and the brands.

Offering trusted expert advice and a bespoke custom-fitting service wiill help the PGA Professional appeal to customers during the post-Covid retail era, where the concept of ‘value’ won’t always be about price

1. STOCK FOR IMMEDIATE SALE, MERCHANDISING OR FITTING Without any stock there would be little reason for a customer to go into a store.

So, retailers will need to stock a range of items for immediate sale and sizing, but the choice will be limited.

Online commerce has taught customers that you have to wait for what you want.

That might only be a day or two, but we know customers are prepared to wait for the right item. Shops focus on delivering a good service – helping customers identify what they want from store stock to find the right style and size. If it’s what they want then they can take it there and then, or, the retailer can order it to be collected in store or delivered to homes within a couple of days.

This is where auto-replenishment comes in. If retailers are light on stock, the options they are stocking should be replenished once sold. The last thing we want is to miss sales from stock-outs.

2. THE VIRTUAL STOCK ROOM The Virtual Stock Room connects the retailer with the brand’s warehouse and provides stock availability directly. If the retailer can show samples of sizing and materials to the customer, they can select the exact product through the brand’s ‘live’ catalogue. The chosen product can then be delivered to the store, or direct to the customer.

3. STOCK OWNED BY BRANDS The final option is where the brand supplies the stock and pays commission on the sale. This isn’t a new concept, but it hasn’t always been successful and usually fails if retailers focus on items they have in stock and need to clear, instead of the items that are costing them nothing to display.

To improve the performance of these schemes, the incentives and rules must

be appropriate. Rewards from this type of process may be delivered on a commission basis, or, brands could rent the merchandising space. Retailers that deliver good amounts of sales could charge higher levels of rent. Retailers could operate at lower margins in this framework as they’d have less liability in stock holding.

This could enable brands to make higher margins plus manage stock and pricing more effectively. Potential incentives for everyone.

HOW WILL RETAIL LOOK POSTPANDEMIC? There’s no doubt the lockdown experience will have adjusted people’s perspectives.

Over the last two months customers have been getting used to buying goods and services online and will be more willing to do so in the future. I think items that need little or no personal interaction will definitely see a sustained shift to online. However, many people will still like shopping and the experience of going, seeing and trying will become even more important. A fusion of these practices might be the prevailing choice for many categories.

‘Click and Collect’ allows consumers to view, research and select products online that are in stock. They can then go and pick them up when they want to. Often customers just want to know an item is available before they travel. This sits alongside the Virtual Stock Room that I mentioned earlier.

Another factor to consider is that many customers may want to stay local.

The inclination to go to a big indoor shopping centre full of people may have diminished for many people. Instead, customers might want to remain local, staying in their community where they feel more comfortable, which provides great opportunity for the golf shop and driving range.

Environmentally, consumers may start to change their views on excess purchasing.

There may be a move to buy less, but get more value. Consumers may be less interested in the brand and more interested in how a product performs, how long it will last and whether they will get value from it. ●

Phil Barnard is chairman of XPOS, golf’s leading sales and stock management system, and European Partner of Golf Datatech. Follow Phil on Twitter @phil_barnard and LinkedIn.

Partner

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RETAIL

GETTING BACK

ON TRACK

With golf retail now open, XPOS Business Development Director Mark Hopkins looks at what you should be doing to get your tills ringing again

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t’s a few weeks since lockdown measures were eased for golf courses in the UK, the sun is beating down, and it’s impossible to book a tee time on many courses. Golf is back. Although not as we know it.

While the boom in play is fantastic, and we must make the most of it, emerging from lockdown and getting retail businesses back on track is going to be one giant balancing act for golf pros and shop managers.

Many will still be working on their own and probably trying to manage everything themselves. Some pros won’t yet have had clear communication from the golf club about what they need to be doing. There’ll also be excess stock to try to sell and new safety measures to navigate to make sure customers feel safe. And it hasn’t been easy keeping up with all the new government guidelines about what retailers can and can’t do.

Golf retailers are likely to be busier than ever right now and prioritising essential tasks to keep the business running the way it should be is going to be challenging. So, you need a plan!

CUSTOMERS 1. Now, more than ever, it’s important to maintain consistent communication with your customers, some of whom who may not fully understand the new regulations for shopping unless you tell them. If you’ve never dipped your toes in the social media waters before, it’s never too late.

Focus on platforms where you know your customers spend their time, i.e. Facebook, and post a variety of interesting, relevant

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content on a regular basis. Two or three times a day right now wouldn’t be overdoing it. Emails, newsletters and signage around the site are other great ways to let golfers know how they can get in touch to buy from you.

2. Use XPOS to identify the customers who are in debt. No-one will mind a gentle reminder and contacting five to ten people each week would be a huge weight off your mind. Plus, it could give your bottom line a nice boost.

SHOP STAFF As the shop opens, keep an eye on cashflow and balance the books. If you’re too busy with other tasks, you’ll lose sales, so look at un-furloughing staff to help you.

• Check the books. Can any staff members come out of furlough?

• Think about what motivates them, as well as where their strengths lie.

• How can they help you best? Assign new roles and responsibilities. Can someone takeover your sales and marketing? Or are you best placed to focus on sales, while someone else takes over green fees?

The retail landscape has changed and businesses need to adapt to new consumer habits, as well as post-Covid restrictions.

Don’t be afraid of change and if you’ve ever had a radical idea about how you run your business, now is the perfect time to do it.

STOCK & SUPPLIERS There’s a trickle of footfall in the shop, but the brands are chasing you for payment.

#makinggolfhappen

You’ve tried to negotiate and push back deadlines, but you aren’t having much luck.

The bottom line is that your brands and suppliers can only do so much and, if all existing orders were cancelled, we wouldn’t have a retail industry. So, be sure to keep talking to your suppliers and don’t ignore their invoices. Most will be happy to sort out longer payment terms providing they have a timetable for repayment. Don’t, whatever you do, bury your head in the sand.

Speak to the brands about product launches they are planning later in the season. Some reassurance from your suppliers would be good, so you know not to discount your current stock. This is especially key for hardware items.

If you’re looking to boost your turnover, try to avoid discounting, unless there’s really no alternative. Sit tight and do what you can to move what is currently in store. Click/Call and Collect is an easy, convenient way to get product to your golfers – and what’s more, it’s safe. Many of our pro shop customers, who don’t have an online channel, are encouraging members to call them to order items, which they can pick up later from outside the shop.

Whatever you do, try and remain positive. Golfers are back in their droves, the weather’s been great, and we’ve got three Majors and, fingers crossed, a Ryder Cup around the corner. ● For more great advice, or help planning the rest of your season, email mark.hopkins@ crossovertec.co.uk and follow XPOS on Twitter and Linkedin.

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TRAVEL

A MESSAGE FROM GOLFBREAKS A lot has happened in the previous two months since our last travel supplement! Having not hit a ball in over three months I’m not entirely sure what sort of game I will bring back to the course, however it was never great to start with!

What I do know is that after several months of lockdown and not being able to play the sport they love, your members will have embraced their return to the fairways, albeit in slightly different circumstances, and return to some kind of golfing normality.

I’m also positive that you will have thrown yourself into post lockdown life at your clubs since your return in May, whatever role you are in, and whilst a post-round chat over a beer and bacon sandwich in the clubhouse isn’t yet possible, you continue to support and serve your members whilst they get back out on the course.

During lockdown, the Pro Travel team have been working hard to ensure our high levels of service are maintained for our PGA Professional clients. We have been reaching out to our customers and re-booked thousands of golfers that were due to travel with us over the past few months, in what is one of the busiest travel periods for PGA Professionals. This has meant that whilst a golfing trip abroad isn’t possible right now, PGA Professionals and their groups can still take their holiday at a later stage and their clients can still enjoy the experience, albeit a little later than originally planned.

As lockdown measures continue to ease, we are seeing more and more enquires come through for travel abroad and in the UK, where there are hundreds of stunning venues to take a break closer to home.

Our team is here and working hard to help you with forward bookings and advice for travel later in 2020 and early 2021. The desire is still there amongst golfers to return to their favourite golfing holiday destination when is it safe to do so, something we would all like to enjoy again sooner rather than later!

I know that you’re likely to be all hands to the pump whilst you settle back into golf club life – but if you need us, we are here to help.

Stay safe, and I can’t wait to see many of you back out there with your members on a golfing trip soon…

Ben Foster Head of Pro Travel – Golfbreaks.com

Get in touch…

BEN FOSTER Head of Pro Travel

JOE BOWREY Senior Travel Consultant

M: 07471 034 852 E: bfoster@golfbreaks.com

Direct Line: 01753 752 880 E: jbowrey@golfrbeaks.com

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

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JAMES MARTIN Business Development Manager South UK M: 07849 083 479 E: jrmartin@golfbreaks.com

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TRAVEL If the prospect of overseas travel doesn’t appeal this year, why not explore some of the best golf resorts that Britain has to offer this autumn?

With the European Tour’s revised schedule taking in some of Britain’s top resorts, it couldn’t be a better time to test your game on the same courses that the pros will be playing over the coming months with a group of your members.

JOE BOWREY Senior Travel Consultant

Here are my top picks for the best of British;

STAYING CLOSER TO HOME

NORTH

MIDLANDS

Close House

Forest of Arden Marriott Hotel & Country Club

Northumberland

Warwickshire

Host to the 2020 British Masters and boasting some of the best golf facilities in the North of England, Close House is a luxurious and elegant venue set in the beautiful Tynedale countryside.

An established European Tour venue, The Marriott Forest of Arden is host to this year’s English Open. With 36 holes on site, a large but stylish hotel and one of the best golfer’s bars around, it’s no wonder it’s a firm favourite amongst Golfbreaks’ Pro clients.

1 night Dinner, Bed & Breakfast and 2 rounds of golf (Lee Westwood Colt and Filly Courses)

1 night Dinner, Bed & Breakfast and 2 rounds of golf (Arden and Aylesford)

From £134pp (Oct – Nov)

From £129pp (Oct-Nov)

Pro goes FREE with 11 amateurs and receive 5% commission

Pro goes FREE with 15 amateurs and receive 5% commission

SOUTH

SCOTLAND

Hanbury Manor Marriott Hotel & Country Club

Fairmont St Andrews

Hertfordshire

Fife

Hosting this year’s English Championship, Hanbury Manor is set in the tranquil surroundings of the Hertfordshire countryside.

You will experience unprecedented service levels, exceptional facilities and a fine Jack Nicklaus II designed golf course.

Perched above the Auld Grey Toun, the fantastic Fairmont St Andrews golf resort has two championship golf courses onsite and a lavish 5-star hotel. Over-looking the St Andrews skyline, the sea and stunning golf courses, there might be no better place to enjoy a post-round drink than the veranda at the Fairmont clubhouse.

1 night Dinner, Bed & Breakfast and 2 rounds of golf From £142pp (Oct-Nov)

1 night Bed & Breakfast and 2 rounds of golf (Torrance and Kittocks) From £129pp (Nov)

Pro goes FREE with 11 amateurs and receive 5% commission

Pro goes FREE with 11 amateurs and receive 5% commission

For expert advice on your next golfing break, get in touch 01753 752 880 | pga@golfbreaks.com |

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#makinggolfhappen

@golfbreaks_pro_travel

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COACHING

GETTING CREATIVE WITH COLLIN MORIKAWA This month Andy and Piers from Me and My Golf share some insights from spending time with one of the game’s most exciting young players, Collin Morikawa.

Collin is a rising star on the PGA Tour, with a win already at The Barracuda Championship in his first season in 2019.

C

ollin is not the longest of hitters but is renowned for his iron accuracy, creativity and precision. We thought we would pick his brain to uncover his “secrets” as well as take a look at his golf swing.

What we love about Collin is the simplicity in his approach. He keeps swing thoughts to a minimum and classes himself as a very creative and visual player.

WHAT MAKES HIM SO ACCURATE? One thing that Collin said to us immediately was to “know your shot shape.” He likes to fade the golf ball as he feels that’s what enables him to play his best golf, so he doubles down on that shape as his stock shot.

It is easy to fall in the trap of thinking that a left to right ball flight (for a right-handed golfer) is “bad” as most amateurs are trying to correct that. However, an important question to ask ourselves and our students is “what shot shape you would like to play?” We are all different and the key is finding what suits you, your body type and what allows you to be your most consistent.

GOLF SWING Collin’s hold is not your “orthodox” hold. It is very similar to Jordan Speith’s, where the left hand is a little “weak” and the right hand is a little “strong.” However, he uses this to his advantage and during

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

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Email: info@meandmygolf.com Website: Meandmygolf.com

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COACHING

3

his backswing his lead wrist goes in to “flexion” which we know strengthens the clubface (1). We see many other great players do this which often sets them up to turn on the rotary power in the downswing.

1

4

As a result, Collin has great movement of his lower body which allows him to be extremely passive with the clubface with minimal rotation through impact (2). We believe this is one of the keys to his supreme precision and consistency.

2

IMPACT We know that impact is really all that matters in the golf swing but what we love about Collin is his simplicity to creating impact. People often refer to impact as a position when in fact it’s the most dynamic part of the golf swing, where the club is swinging its fastest. Collin understands that trying to control impact is not a good idea so what he does, which we love, is focuses on how he finishes the swing to make a change at impact. This enables him to stay free through the ball and produce the shot that he requires with ease.

SHOT SHAPING Although he likes to play a fade as his “stock shot”, one of his strengths is his creativity and ability to work the ball both ways. He visualises the ball flight he wants and visualises the swing that he needs to produce that shot. He even mentioned visualising Rory’s swing when he wanted to produce a draw.

To shape the ball, firstly he makes some simple changes in his set up by aiming his body to create a club path change. He likes to keep the clubface pointing at the target. He then ensures the shape by “feeling his finish.” For a draw he feels the hands and arms finish low (3) and to play a fade he feels the hands are arms finish high (4). He understands, very intuitively that this helps create the desired impact. His low finish encourages his clubface to close earlier, helping the ball to draw and his high finish delays the closing of the clubface to ensure a fade.

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#makinggolfhappen

PRACTICE Collin also matches his creativity and visualisation with how he practices, saying that when on the range at an event, he would typically play the course in his mind. This is a great way to keep the brain stimulated, randomise his practice, and simulate what he is about to experience out on the golf course. We know this is massively important for the transferability of skills from the range to the course.

In today’s world of coaching where we can measure every position in the golf swing and get so much data about the ball and club, it’s refreshing to hear how Collin keeps is so simple and can perform at the highest level. Something that we can all use and learn from on the course or with our students.

KEY TAKE HOMES FROM COLLIN • Know your shot shape • Be creative • Practice how you play • Visualising the shot you want to play • Let your finish influence your impact Watch the full video of us with Collin here

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COACHING

THE

FOUR QUADRANTS

OF PLAYER DEVELOPMENT

by Jonathan Wallett, PGA Advanced Fellow www.elitecoaching.com

‘

Burn it in until your hands bleed’ they said. ‘Practice from dawn to dusk’, ‘Be the first to arrive and the last to leave’, ‘Hard work pays off’. ‘Build a machinelike swing that cannot fail under pressure’. These are common maxims that were conveyed to me as a young player, and I still hear 30 years later, unfortunately. So, is the player that works hardest the one more likely to find success? Is it all about dedication, sacrifice and hard work?

Creating machine-like perfect swings so players can play mistake-free?

This question not only intrigued me but irritated me.

What were the common denominators for players to have success at the highest level – i.e. on Tour? I embarked on a research project, interviewing dozens of players both on the Men’s and Ladies European Tours 10 to 15 years ago.

I quickly saw that first from this research on Tour - and then later on through coaching on Tour - the quantity of practice was not a deal-breaker. You couldn’t say that the players who practised most did the best. Of course, a certain amount of training is required - but at the elite player level for 99% of players that’s a given. You couldn’t say it was totally about swing technique – there are plenty of highly proficient swingers on Satellite Tours. Was it then talent that was the deal-breaker? But again, this proved to not be the case - I have seen many super-talented players never able to realise their potential but then, on the other hand, some averagely talented players win millions on Tour.

So, what are the deal-breakers to improve and progress players so that they can optimise their game?

What I discovered astonished me and it assisted me to develop a model that I call the Four Quadrants of Player Development model. I have utilised this model in my coaching programmes designed to help elite players both in Switzerland and Australia since 2005. However, this

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model applies equally to a beginner or a Tour player. Let me explain this model: QUADRANT 1 – INSTRUCTION This is a quadrant we are all fully aware of, but one question I often get asked is what is the difference between Coaching and Instruction? In my view, Instruction is ‘telling’, where the instructor gives the answers or information to the student. Coaching is ‘asking the questions’ to lead the player through self-discovery.

Instruction is the giving of accurate feedback and includes the use of tools that assist the instructor such as video, launch monitors, 3D and force plates.

QUADRANT 2 – ENVIRONMENT This is a critical element, and essentially it means creating a challenging, testing, but safe (emotionally i.e. not fearing judgement or criticism) environment.

One evening at the 2013 US Open at Merion, I was talking at dinner with Lee Westwood about his golfing journey from Junior to World No.1. He said that the main thing that improved his game as a junior was trying to beat Stuart Cage - who after his career on Tour was now Lee’s assistant manager! They had grown up together in Yorkshire and Stuart was the star as at the time as he was a little older than Lee. He was the trailblazer, and the concept of vicarious experience ‘if you can do it so can I’, was prevalent in the formative years of almost every Tour Player I interviewed.

There are many aspects to ‘environment’ – both physical, social and psychological.

QUADRANT 3 – EXPERIENCES Successful Tour players have enjoyed rich tournament experiences during their upbringing - tournament experiences that have challenged them, introduced them to players better than themselves and exposure to an

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COACHING

environment in which their skills can thrive. They process failure in a specific way that enables growth and are constantly exposed to experiences at the edge of their comfort zone. This provided a rich ‘greenhouse effect’ to accelerate their progress.

QUADRANT 4 – COACHING The fourth quadrant is coaching. We want players to take ownership and self-responsibility of their golf games - not to be dependent on others but to be self-reliant. Coaching fosters the development of the ‘self’s’: self-confidence, self-belief, self-reliance, self-responsibility, self-discipline and self-actualisation.

Implications for a PGA Professional?

So how can this help you coaching club members? Well, I believe that the concept can be applied equally to a beginner, as well as a Tour Player.

I remember just after qualifying over 25 years ago I was working at a country club driving range and the Managing Director’s wife wanted to take up golf as a retirement hobby. I gave her an ‘instruction’ lesson every Wednesday for 12 months and as she got worse, I gave more technical coaching points related to what she was doing wrong. She was frustrated and so was I (it was terrible teaching from me and hopefully I learnt from this).

A year had passed, and she was still hitting a 7-iron off a rubber tee on the range. At that point, I introduced her to another lady beginner I was coaching, and she was persuaded to play nine holes every Monday morning together. Within two months she had made huge strides, was able to hit the ball off the turf, and achieve bogey and double bogey scores.

Why had her progress accelerated? I believe it was because her ‘environment’, and ‘experiences’ changed.

If you want to have maximum impact on your students, look to optimise all four quadrants. If you are only focused on one quadrant, however good you become at that one quadrant, you will never be able to optimise the development of that player. ●

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ACTION STEP –

Build PRACTICE CLUBS at your facility HOW IT COULD LOOK: • Build a practice group (perhaps one for each membership segment – e.g.

Juniors / Ladies / Beginners / Seniors / Club Players / Team Players etc.

• Take them through Performance Practice games during each session. This will mean the sessions are fun, social, enjoyable but at the same time focused. No instruction. Choose a theme each session – either long game, wedge play, short game, putting or on-course games • Charge either a monthly fee through the summer months, or alternatively create an eight-week Programme. Low cost, but with high numbers (e.g. up to 10 people, 90 mins/week, £79.95 for the eight-week class – can be marketed at ‘Coaching for less than a Tenner’) This will mean that you can look to create an improved practice environment, and experiences, which will be a start to integrating the Four Quadrants concept. The additional bonus will be that you create a flow of clients, some of who will ask you for instruction/coaching and from this pool you can provide them with your coaching programme offers. Give your Ladies, Senior and Men’s Captains a call now, to discuss setting up a free ‘taster’ session.

If you are interested to learn more, Jonathan runs an online Elite Performance Coach Certification Programme, delivered by weekly webinars over 10 weeks.

Click HERE to learn more https://elitecoaching.lpages.co/ become-a-certified-elite-performance-coach-summer-2020/ Jon has written a number of workbooks based on his research and experiences at Tour level, and the latest workbook, released in June 2020 is called ‘Pathway to the Tour - a success manual for elite players’. This is over 200 pages with 25 practical exercises aimed at elite players building a success blueprint for their career. More details at http://elitecoaching.com/ workbooks/workbook-pathway-to-the-tour.html

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MARKETING

COMMUNICATING YOUR COVID SAFETY GUIDELINES EFFECTIVELY n BY ANTJE DERKS Even though COVID-19’s impact is starting to lessen and the government has given you the green light, you still have to choose if, how, and when to reboot your business in the golf industry. The smart way is to reboot only the parts that can be successful - in this instance allowing golfers back onto the course in a socially distanced way and one-to-one coaching that follows the same rules. In order for this restart to be successful, you need to have the virtual steps in place marketing - before you can take the physical steps.

You need to over-communicate in an emotional, rational and inspirational way. Furthermore, if the world has indeed changed post COVID, it’s important for you and your business to assess which changes are temporary - and which are permanent - and how that will affect you, your clients and customers, the people you collaborate with, your capabilities and also your competitors. You need to keep a close eye on them to see what they’re doing.

You will need to work up a SWOT analysis - i.e. your strengths, weaknesses, opportunities and threats.

These will help you to identify where your leverage points are and any issues you’ll face. That will allow you to develop your marketing strategy to make an impact. But your first port of call is communicating your safety procedures to members and clients.

You need to remember that everyone’s world has been turned upside down and everyone is reevaluating their choices - you can’t assume your clients and customers will automatically come back. We know that rounds of golf are already booking up online, but those players aren’t necessarily your target audience. You might find that redundancies as a result of COVID mean that a lot of your coaching clients might fall by the wayside. And those that do want to come back and resume playing and coaching will need reassurance that their health and safety are of paramount importance. Indeed, you should be communicating with your coaching clients and proshop customers more frequently than ever before.

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Remember, it’s really important that you are authentic and reliable in your communications - not everyone will have come through the virus unscathed and it’s important to acknowledge that.

Further, you need to lay out the facts of the current situation - you need to make sure people realise that the golf club is not going to be the same as it was before this pandemic and the likelihood is, it won’t be for a long time to come. There are a number of ways in which you can share updates with your clients and members as well as advertising products available to buy online from the pro shop.

NEWSLETTER In your newsletter, you need to set out procedures for bookings, playing and coaching under the new social distancing guidelines.

Rather than extensive text, use a series of images demonstrating how social distancing will work. You might have an image of a golfer on the driving range wearing a face mask and get a couple of people to model how to behave safely at the tee. An image of a solo golfer in a buggy would reiterate the one buggy, one golfer rule, which is far more effective than a paragraph of text.

If you are creative, you could produce an infographic that highlights the key points - this could then be repurposed, laminated and posted in prominent places around the club, at every tee and on the driving range if you have one.

You might think about making a short video for your newsletter explaining how things will work at your club - give members and clients a tour of your sanitising station and demonstrate things like wiping down equipment safely and not lifting flags out of the holes.

It is also important to state how they can book their

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MARKETING

tee time and what to expect when they arrive. Don’t forget to include relevant links.

Coaching will be permissible on a one-to-one basis so long as social distancing and the two meter rule is adhered to. Again, a short video demonstrating a snapshot of a lesson might help clients visualise how it would work, or you could interview a client who has had a lesson under the new rules.

Above all, you need to communicate new guidance as soon as you have it, even if it means sending out a more frequent news blast. Remember, it doesn’t always need to be a full newsletter.

SOCIAL MEDIA The beauty of social media is that you can schedule a bunch of posts ahead of time, repurposing the content that you’ve already created for your newsletter. Make sure that you post regular updates across all your channels that are clear, relevant and informative. The images I suggested for your newsletter will work for your instagram account, video content is great for Facebook and Twitter and infographics work across the board. It is really important to devise some hashtags to use with your campaign - it might be something like #CovidGolfSafety for example. I will be looking at

The PGA Professional

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#makinggolfhappen

hashtags and their importance in a later article.

If you have moved the pro shop online, then you could use social media to promote offers on clubs and clothing or indeed a gimmick like a ‘welcome back’ 10% off voucher code.

WEBSITE It is important that your website also conveys the safety steps you - and your club - are taking to ensure client safety. It is essential that you have a designated COVID page on your website that is clearly navigable and regularly updated. Clients and customers won’t want to hunt around for information. It is your job to make them feel safe and that they - and their health are in the most capable hands.

IN PERSON Lastly - and perhaps most importantly - you must practise what you preach. If you expect clients and customers to sanitise their hands, wash them and maintain a two-meter social distance, then you need to as well. If they are trusting you - and believing in your safety communications - then you need to uphold and model the behaviour you expect from them at all time. It will do your brand a lot of damage if you are seen to be flouting the rules. ●

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MEMBERSHIP

YOUR PGA MEMBER BENEFITS

THIS MONTH’S HIGHLIGHTS INCLUDE:

Gives you access to a range of benefits and discounts designed to support Members both personally and professionally.

PGA MEMBER SUPPORT Business Relationship Officers (BRO’s) are in place to support you, The PGA Member. They are here to help forge stronger links within the industry and provide PGA Professionals with a free service, designed to support and improve the personal and professional lives of our Members.

Stuck at home craving a movie fix?

The Cinema Society - Your place for movies, in the cinema and now at home too! We know that you love going to the movies, as do we! Being confined to home is difficult for us all, but so necessary at this time. Now we can help you save money on movies at home with up to 40% off home movie streaming from Rakuten TV. There’s no complicated or expensive subscription, just buy Rakuten TV codes from The Cinema Society and use them against the films you want to watch on your Smart TV, laptop or mobile device, it really couldn’t be simpler!

A wide variety of support is provided such as Business Reviews, Contracts & HR, Negotiating Retainers, Marketing & Retail Advice, Coaching Support, Developing Customer Relationships, Identification of targeted Training Courses/ Educational Opportunities, Building Relationships within your Golf Club/Facility and more.

For more information contact tina.banner@pga.org.uk or call 01675 470 333

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

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

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

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

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6% Discount at over 120 of the UK’s top retailers Lifestyle gives you the most choice of retailers, all in one place - with over 120 of the UK’s biggest brand names. This includes John Lewis, M&S, Xbox, Currys PC World, Argos, ASOS, Halfords, Sky Store, NOW TV, Just Eat, Deliveroo, plus many more*. Lifestyle vouchers can be redeemed online, in-store or both dependant on the retailer. This gives you the full flexibility to choose your redemption method while also maximising your savings. Vouchers can be split and spent across multiple big brand names, so you’re not limited to spend in one place and potentially losing your change from purchases.

Stay active with MyActiveDiscounts digital fitness subscriptions MyActiveDiscounts offers The PGA members great savings on digital fitness subscriptions that can help keep you fit and healthy*.

To take advantage of these and other fantastic deals log in to PGA Benefits via www.pga.info. Scroll down to UK Benefits and select ‘Find out more’. *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Offers correct at time of printing. Mongoose - Voucher terms and conditions will apply. Each individual voucher is worth 350 Rakuten Points, the equivalent of £3.50 in value for 1 movie rental in standard resolution on Rakuten TV. A Rakuten TV account is required to avail of the voucher value, setting up an account is simple and free with no ongoing subscription, simply use the vouchers to pay for what you use. Rakuten TV, further conditions apply please refer to the voucher page within “The Cinema Society” for full details. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

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MEMBERSHIP

Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open

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

Mon-Fri 10am-4pm, Wed 7pm-9pm *Calls are recorded for training purposes only.

Confidentiality is maintained between callers and Prostate Cancer UK.

Rangefinder Savings Public liability Insurance Cover is included in your subscription fee. Contact emma.hadlow@ pga.org.uk or call 01675 470 333 for your individual certificate.

For any claims contact Howden on 0121 698 8050. Visit the dedicated PGA insurance site at: pgainsurance.co.uk

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

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

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

from A-Plan insurance* Members can earn £20 commission for each client introduced who goes on to purchase a Golfplan policy. For further information about becoming an Introducer, please contact the Golfplan team on 01527 868 160 or email info@golfplan.co.uk

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

Golf Trolley Discount 15% off trade price for account holders, personal use trolley.

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

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

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

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

Special Product Offers Special offers on selected LG products for PGA members. For the most up-to-date offers, log into member benefits, select the ‘Shopping’ section.

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

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

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

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

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

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

Discounted Airfares Offering all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability).

Contact the Traveleads sports team on 0113 242 2202 or email pga@traveleads.net quoting your PGA membership number.

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

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

Antalya Golf Club Attractive, all-inclusive rates for members and family.

For The Sirene Hotel contact: volkan.cavusoglu@sirene.com.tr For Kempinski The Dome Hotel contact: michael.jones@agc.com.tr

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

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

Formby Hall Golf & Spa Resort Rates from £95pp including use of the pool and health club. Spa days from £49 pp. PGA deals available Sun – Thur. Members receive 10% commission on new golf bookings for groups of 12 or more. Contact Mark Williams on 01704 875 699 or reservations@ formbyhallgolfresort.co.uk quoting your membership number.

For more detailed information and to take advantage of these and other fantastic deals, log into www.pga.info, select Member Benefits then click ‘Find out more’. *Only available to PGA Members in the UK. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. †Discount only applies to the base premium of your travel insurance quote and does not apply to any medical screening premiums where relevant. Offer ends 31 December 2020.’. Terms and Conditions apply. ±£10 for every travel insurance policy sold, plus an additional £100 for every 10 policies sold in 1 calendar month. Please allow up to 45 days to receive your cashback. Cashback will be paid to you directly via The PGA. If the policy is cancelled within the 14 day cooling off period no payment will be made. ††Pay directly in the hotel; flexible cancellation policy; valid only in low and mid-season; the discount can only be applied on the flexible rate and not on other rates or special offers.

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Why not try us? • Easy to order • Easy to pay • Fast delivery • 5* reviews

Proudly Supporting the PGA

FREE

2 x cases of sportscap water 24x500ml on your first order

Soft Drinks • Crisps • Chocolate • Beers • Wines • Spirits Join C&J and get the season started with a hole in one!

Chapple & Jenkins are delighted to become The PGA’s preferred

confident that number will continue to rise in the coming weeks and

wholesale & delivery partner for PGA members working in facilities

months.We look forward to working with the Chapple & Jenkins

in England & Wales.The service is expected to expand to Scotland

team who will provide a fantastic and high-quality service to

and Ireland in due course.

PGA Members.

We are a Bristol based family-run business with a commitment to service and competitive pricing.Tim Swingler, Business Account

Accounts & Ordering

Manager, will be the day-to-day contact for PGA members supported by a telesales team available 7 days a week.

The range of products available includes soft drinks, crisps, confectionery, beers, wines, spirits, dried goods, disposables cleaning products and catering equipment.

Existing Account Holder Nick Ellis, Head PGA Professional at Naunton Downs Club, said: Chapple & Jenkins are a fantastic company to deal with for all our drinks and confectionery requirements. Ordering with them is easy and delivery is always reliable. Overall, they’re a great company to deal with.

Liam Greasley, PGA Executive Director-Commercial, commented: We’re delighted to be in a position where we can offer our Members a reliable service from Chapple & Jenkins.Around 150 PGA Members have already signed up for an account and we are

To enquire, please visit the PGA’s Member Site, find Chapple & Jenkins under “Golf Trade Suppliers”, complete the form and Tim Swingler will call you back within 24hours to discuss your requirements and arrange for one of the team to visit if needed.

To register for an account In the first instance please contact Tim Swingler on 07519 111 852 or email tim@chappleandjenkins.co.uk Orders via email You can send orders to orders@chappleandjenkins.co.uk Orders via telephone and social media Please call 0117 972 1100 to place an order with a member of the team or message us through facebook.Your order will be picked up and acknowledged (Monday-Friday 8.30am-5.30pm)

To find out more please contact Tim Swingler on 07519 111 852 or tim@chappleandjenkins.co.uk

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

Head Professional - North Shore Golf Club and Hotel After 32 years our head professional is retiring, creating a fantastic opportunity for the right candidate. We are currently wishing to discuss plans with dynamic and commercially minded PGA members.

For further information, role description and first contact to be made by email - Closing date July 4th. John.strode@northshoregolf.co.uk PGA Professional - Sharpshooters Golf Academy With the largest junior academy in the UK, Golf World Stanstead seeks a qualified PGA Professional to teach adults/juniors. Floodlit range, TopTracer, 18-hole adventure golf and 9 hole course.

If you want to work hard and earn a lot money, the sky’s your limit.

Email CV/cover letter to Paul Ring lessons@golfworldstansted.co.uk PGA Professional - Kingswood Golf Centre PGA Professional, qualified or nearly qualified, required full-time for a busy, modern family golf centre. An exciting opportunity for a proactive individual with excellent interpersonal skills. Coaching, retail and custom fitting experience preferred, excellent earning potential. Apply to Dan Gregory dannygregorygolf@gmail.com or call 07912 271 859 for more information.

PGA Teaching Professional - Sunderland Golf Academy PMG Academies are launching the all new Sunderland Golf Academy and require a PGA Teaching Professional at the region’s busiest driving range. Fantastic earning and career development prospects for a bright forward thinking coach.

Enquiries and CV’s to Mark Pearson: mark@pmg-ltd.co.uk PGA Teaching Professional - Romanby Golf Academy Due to the success of the PMG Academy which launched 11 months ago we are looking for a PGA Teaching Professional to expand our team and in time become Head Teaching Professional. Fantastic earning potential in great environment for the right coach.

Enquiries and CV’s to Mark Pearson: mark@pmg-ltd.co.uk PGA Teaching Professional - Burgess Hill Golf Centre Full-time, Self-Employed Teaching Professional required at busy 28 Bay Driving Range/Short Course. Fantastic earning potential. The successful candidate will be highly motivated and personable, offering their teaching services to golfers at the Centre.

CV’S to enquiries@burgesshillgolfcentre.co.uk Trainee Professional - Abridge Golf Club, Essex Trainee professional required full time (average 30 hours per week) at a very busy golf club. An exciting opportunity for a proactive individual with excellent interpersonal skills.

Coaching and retail experience are desirable but not essential.

Apply to Jack Winer - jackwinergolf@gmail.com or 07835 205 710 Trainee Professional - Ballers & Hackers Golf Driving Range, Hucknall is looking for a PGA Trainee or Applicant for shop work evenings and weekends. Please email Golfacademyno1@gmail.com for more details.

Qualified Assistant Professional - Burghley Park Golf Club is looking for a Qualified Assistant Professional to join a new team. The role includes shop hours, coaching, assisting with the evolution of the academy and club management work.

Please send CV’s and a cover letter to head professional Drew Farrell. golf@burghleyparkgolfclub.co.uk

The PGA Professional

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#makinggolfhappen

TRAINING APPLICANT JOB SEEKERS

Can you assist any of the following training applicants who are looking for a role within the golf industry?

AREA: MIDLANDS Name: Oliver Wildsmith Looking to start the PGA Qualification in the Autumn. A good amount of experience in the golfing industry, particularly in the pro-shop area.

Excellent customer service and great communication skills, able to work under pressure in a calm manner. Hard working, conscientious and professional. Comfortable with customers and in social situations. Huge passion for the game (especially coaching).

Contact details: 07976 457 834 or 01608 682 544.

Email olliewildsmith@btinternet.com AREA: BEDFORDSHIRE Name: Chris McGiffen I am an ambitious and driven individual, dedicated to succeeding within the industry. I have been an avid golfer all my life. I am lucky enough to have played at a high standard and am now looking to pursue a career in golf. I currently play off 3 and could not be more eager to give this my best shot.

Contact details: 07507 283526 Email: chrislufc91@hotmail.co.uk AREA: NORTH EAST Name: Thomas Bell Highly motivated individual with a great work ethic and positive attitude looking to secure a role as an Assistant in a local professional golf environment to develop my professional experience. I enjoy working with others and contributing to a successful team. In previous roles, I gained the knowledge and experience to deliver high standards of customer service. I began my career in golf in a sales assistant role at American Golf last year. In this role, I carry out custom fittings to help customers make suitable decisions when purchasing golf equipment to ensure they take maximum enjoyment from their individual game of golf.

Contact details: 07923 851 700 Email: tombell1410@gmail.com AREA: CENTRAL SCOTLAND (BUT WILLING TO TRAVEL) Name: Craig Dickie (Year 2 Trainee) I am a 28 year old with lots of experience working with a variety of different people, from elderly when at college, to all ages when I was running my personal training business before deciding to turn professional and explore my passing for coaching and golf then combine them both.

I have completed my 1st year with UHI and look forward to year 2.

Contact details: 07545 810 173 Email: cwdgolffit@gmail.com

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

PRODUCT PLACEMENT

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As golf professionals we are in a unique and privileged position of being able to meet with some great business leaders from whom we can learn so much.

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Mark Tomlinson - Lancashire-based Mark is the founder of MT Golf - a corporate golf events company - and Tomlinson Golf - a leading trade supplier of corporate merchandise.

MY CAREER PATHWAY After a reasonably successful amateur career gaining junior international honours for England and Great Britain & Ireland, I went on to attend college in America on a golf scholarship and turned professional in 1982.

Whilst becoming a fully qualified PGA Member, I played extensively at regional level, mini-tours and a few events on the European Tour.

In 1987 having narrowly missed out on my tour card, I needed a change in direction and so I decided that my future lay in corporate golf.

I formed MT Golf to organise corporate golf days, being involved in excess of seven hundred events over the next ten years for some of the industry leading brand names.

During this time I was teaching extensively at Euxton Park Golf range and also taught on various Golf World Golf Schools.

Along the way, with a young family and not wanting to travel as much, I shifted the business focus to become a company selling corporate and club crested golf merchandise.

The business grew rapidly, with my sourcing the best products from all over the world combined with our own in house printing facilities proving a winning combination for our many trade customers and resellers, also being a TGI approved supplier at the time.

MT Golf grew to such a level that it was purchased in 2005 by 4imprint plc, a company on the London Stock Exchange.

After some years working as a consultant to the plc and after a break of three years, I once again started the current corporate and club crested company, Tomlinson Golf in 2008.

As an AA Fully qualified PGA Professional I have, in 2019 been accredited the status of Fellow Professional.

MY CURRENT ROLE I continue to own and operate Tomlinson Golf on a day-to-day basis, supplying corporate golf and club crested merchandise to hundreds of our trade reseller accounts worldwide.

We sell a large range of more than 500 products all corporate or club crested: golf balls, towels, markers, gift sets, tee pegs,

pitchforks, caps, head covers, gloves etc.

Tomlinson Golf is slightly different to the original MT Golf business model, with the aid of all modern technology, we now outsource all business processes.

Employees both in the UK and overseas work remotely, with all business tasks being process mapped and automated or outsourced to remote staff with the aid of Skype, Zoom, remote system and cloud server access etc.

CAREER INFLUENCE As a PGA Professional, playing in pro-ams and corporate golf days, I was fortunate enough to make the acquaintance of many company principles enabling me to learn about business from them. It was invaluable in my future business career and this cannot be underestimated.

I listened intently and asked lots of questions as to how their businesses worked and learned from them all the time.

As golf professionals we are in a unique and privileged position of being able to meet with some great business leaders from whom we can learn so much.

BEST ADVICE I WAS GIVEN “I never learn much whilst I am talking” “Your time is valuable. Don’t waste time on tasks that will not impact your business profitability” “A business is never finished, it is a journey of striving for never ending improvement” BEST ADVICE I WOULD GIVE Know your strengths and your weaknesses.

Always use your strengths most of the day and have good staff help you on your weaknesses.

Automate or outsource your administration whenever possible.

On all front end sales and services always “under promise” and “over deliver” - exceeding expectations will grow your business.

Learn one more thing every day.

WHAT I WISH I’D KNOWN Lockdown has given everyone time to ponder. Time flies by so make the most of the time we have both at work and with family. ●

June 2020

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The Perfect Match

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The Big Golf Race Golf the distance to keep more men in the game for longer. prostatecanceruk.org/ TheBigGolfRace PRIZES FOR TOP FUNDRAISERS

Take on the ultimate golfing challenge and fundraise for Prostate Cancer UK Marathon 4 rounds 72 holes 26 miles

Half marathon 2 rounds 36 holes 13 miles

Sprint

1 round 18 holes Fast as you can

Find out more at prostatecanceruk.org/TheBigGolfRace

I’m challenging you and your club to take on The Big Golf Race. Have a laugh on the course while raising money for Prostate Cancer UK.

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Danny Willett European Tour Player and Prostate Cancer UK Golf Ambassador

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