The PGA Professional - April 2018

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

GOLF’S RISING VIDEO STARS

PGA Professionals and the world of YouTube

WOMEN’S PGA CUP LAUNCHED Inaugural event to be in held in Texas next year Volume 14 Issue 4 April 2018

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CONTENTS The

Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE Editor: Jane Carter PGA News and Features: Steven Carpenter (steven.carpenter@pga.org.uk); Adrian Milledge (adrian.milledge@pga.org.uk) Coaching: David Colclough Marketing: Antje Doel Contributors: Phil Barnard, Yvonne McPhillips; golfbreaks.com Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Kelly Lewis (kelly.lewis@pga.org.uk) Photography: Getty Images, Adrian Milledge Design: Tim Hack PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2018 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA, the Crest and PGA Pro - the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited.

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F E AT U R E S

18 Video Gains

PGA pros capitalise on YouTube 26 Texas Scramble

Opportunity knocks for

five WPGA Members

INSIDE THE PGA

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This month From The Chief Executive

Improving the personal and professional lives

of PGA Members

6 PGA News

News from The PGA

17 Golf Development And The PGA

How the Association can help Members drive

their businesses forward

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48 Coaching Opinion

Putting the golfer or coach first 60 PGA Member Benefits 62 Employment Opportunities

The latest vacancies

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R E TA I L I N G

29 Trade News

Golf people and products 36 Retail Watch

The importance of stock turn and a budget 38 Cash Machines

Rental trolleys can drive income T R AV E L

43 Take A Break

Planning and running a coaching trip

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46 Spanish Highs

Top golf destinations in Spain The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

MARKETING

M A G A Z I N E

50 Personal Branding

The power of logos 53 Effective Marketing

Planning essentials for a successful campaign

GOLF’S RISING VIDEO STARS

PGA Professionals and the world of YouTube

WOMEN PGA CUP LAUNCHED Inaugural event to be in held in Texas next year

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Volume 14 Issue 4 April 2018

Front cover: PGA pros capitalise on YouTube,see page 18

The PGA Professional

| April 2018

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THIS MONTH FROM THE CHIEF EXECUTIVE

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his is the third edition of our new look PGA Professional magazine and we have received lots of positive feedback from PGA Members. In the coming months we will continue to fine-tune its content and we are pleased to receive any comments you have. Last month I also saw the first draft of our new email newsletter and we look forward to

introducing this in the coming months as we continue to try and improve our communications to you.

WOMEN’S PGA CUP I am delighted to be able to announce the launch of the Women’s PGA Cup, which you can read more about on page 26. I have been talking about the concept with the PGA of America for some time now and am really pleased we have been able to bring the idea to reality. A number of PGAs have committed to play and the first match will be staged in the USA in October 2019.

This forms part of our strategy to encourage more women to play golf and take up PGA Membership as the health of the game can be significantly enhanced if we can achieve this. I mentioned in my piece last month we are in the process of launching a campaign to highlight the great work of PGA Members encouraging more women into the game and I thank those of you that came forward in recent weeks with some fantastic examples of how this is being achieved.

MEMBERS BENEFITS Last month we launched our new Member benefit programme. It is great to see so many of you taking advantage of these new benefits and we look forward to building on our programme in the coming years. There are some significant savings to be made in your household spending and if you have not done so already I would urge you to take a look at what is on offer within the Members’ section of the website.

PLAYING OPPORTUNITIES At a time when the role of the PGA Professionals is incredibly diverse the one thing you all have in common is that you play, or once played the game, to a very high standard. I am pleased this year that we have been able to reintroduce the English PGA Championship and the PGA Seniors Championship but obtaining sponsorship for PGA tournaments still remains a The PGA Professional

| April 2018

challenge. The PGA team is working hard to present better opportunities to those of you that still play competitively. To assist the team, can I ask if any of you know of anyone that might support the PGA’s tournament calendar could you please let us know as our best sponsorship relationships tend to come from companies and individuals that have a relationship with our Members.

TRAINEES Over this winter I have taken the opportunity to meet and present the Association’s plans to our Assistants in training whilst they have been on their residential week at The Belfry. I have been extremely impressed with their passion and commitment and feel the Association will become even stronger as this next generation comes into Membership. Compared to when I first joined the PGA team in 2006 I am surprised how many do not see playing as a focus but instead see themselves concentrating their efforts in creating opportunities for themselves in business and management. Despite this I am also pleased to hear that they still see a major Unique Selling Point for PGA Professionals is the ability to play the game and maintain their playing standard. Indeed the handicap for those joining the programme over the past three years has averaged at two for males and three for females.

SOCIAL MEDIA As we all know, social media when used properly can be a very powerful tool in your business but at the same time can be damaging to the reputation of the Association and PGA Members. Sadly we are having to deal with an increased number of disciplinary cases relating to social media and I am sad to see a small number of Members taking to social media to criticise the Association and our Membership. We

are trying to develop a culture where we encourage constructive feedback and debate from Members and if you do have any comments we are pleased to discuss direct with you.

We want to be able to share with you some examples of where social media can support you in your business and to help you understand how best to use social media positively, so this month we are running a piece on You Tube which you can read on page 18.

OVERSEAS EVENT We are pleased to be able to launch our second Overseas Members Event at Laguna Phuket in Thailand in November this year.

Last year’s inaugural event was a huge success and we are looking to build on the event this year. You can read more about the event on page 9.

I look forward to sharing more information with you on the work of the Association in future editions of your magazine.

Best wishes to you all as the season in Great Britain and Ireland looms and let’s hope we see the weather improve on our shores.

Robert Maxfield Chief Executive 5

News Gleneagles flying high as Ultimate Golf Resort GLENEAGLES, a PGA Partner and the home of PGA National Scotland, has been named The Ultimate Golf Resort by industry benchmarking specialists, the 59club.

The five-star resort, which features three iconic golf courses, including the stage for the 2014 Ryder Cup, the Jack Nicklaus-designed PGA Centenary, scooped the prize at the 59club’s 8th annual ‘Service Excellence Awards Ceremony’ at The Grove Hotel, Watford.

Commenting on the accolade, Gary Silcock, Gleneagles director of golf, said: “Providing an outstanding guest experience is our number one priority – and listening and responding to guest feedback is an important way of facilitating this.

“We have worked with 59club for a number of years now to ensure we receive real insights into customer satisfaction.

“So it is particularly pleasing to know the fine-tuning of the consumer journey that we have made over the last 18 months has helped us enhance the overall experience.

“However, this award does not mark the end of our ongoing development as we continue to invest in the golf operations team and undertake an internal renovation of The Dormy Clubhouse and pro shop.

“This investment will help us celebrate our rich heritage within the game, and enable us to remain a glorious playground for golfers for many years to come.”

59club is also a PGA Partner and the awards recognise golf venues that consistently achieve ‘service excellence’ across all areas of the business.

They are based on actual scores collected from an

independent visitor panel that evaluates the experience afforded to both visiting golfers and prospective members, all in accordance with 59club’s detailed and non-subjective benchmarking criteria.

Meanwhile, another PGA Partner, The Belfry, home of the PGA National England and four time Ryder Cup venue was recognised on two fronts.

The resort was one of 16 presented with a coveted 59club Golf Flag and Angus Macleod was named ‘Greenkeeper of the Year’ in the over £75 green fee category for the Brabazon Course.

Simon Wordsworth 59club CEO commented: “The night was a credit to our client clubs who work tirelessly to advance industry standards. These clubs are fully committed to delivering the very best customer journey; a competitive advantage that will always see them reap the rewards for their labour.

“The proof is in the results, 59club delivers real honest sales and service benchmarking statistics, with proven protocol and training support to turn underperforming clubs around.

Success stories are evident at each and every club we are fortunate to work with – big and small.

“I am delighted to congratulate our award winners, nominees and indeed every club we work with for their dedication and unerring desire to provide the very best service across all spectra.”

PGA’s oldest competition gets Birdietime backing Birdietime has strengthened its new relationship with The PGA by becoming the support sponsor of its longest running national tournament, the PGA Assistants’ Championship.

The agreement follows the Finland-based company becoming a PGA Partner and Mikko Back, founder and chief golf officer of Birdietime, said: “We wanted to get involved not just because it’s a tournament rich in history, but also because Assistants are the ones who will play a crucial role in how golf will evolve over the coming years.

“We look forward to having fruitful discussions with participants on how we can make the daily life of a PGA Professional easier with our tools, and to help them focus on what they love the most - the game of golf.”

Mikko Back (left) with Tristan Crew

Restricted to players during their three years of PGA training, past winners include two-time major winner and former Ryder Cup captain, Tony Jacklin, and three-time Ryder Cup captain and Open Championship runner-up, Dai Rees.

This year’s 54-hole final in July will be staged for the first time at Farleigh Golf Club, Surrey, with players competing for a prize fund of £32,500. The winner will qualify for the end of season PGA Play-offs in Turkey and be rewarded with an expenses paid trip to the Australia PGA Futures Championship in October, where 2017 winner Matthew Fieldsend finished third.

Entries for the PGA Assistants’ Championship supported by Birdietime close on April 10.

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www.pga.info

News London Golf Club to host PGA Seniors Championship THE STAYSURE PGA Seniors Championship will be contested at the London Golf Club when it returns to the PGA tournament schedule this summer.

The championship, which dates back to 1957, returns to the Staysure Tour in August and will have special significance by becoming the inaugural event to be hosted by Staysure – the first title sponsor of the European Senior Tour.

London Golf Club has impeccable tournament credentials, having held the European Open in 2008 and 2009 and the Volvo World Match Play in 2014.

The tournament was last staged three years ago at Close House, Northumberland, where Peter Fowler was victorious. Previous winners include some of the Tour’s alltime greats, notably Brian Huggett MBE, Sam Torrance OBE and the late Tommy Horton MBE. As well as a host of top names on the over-50s circuit, there will be 15 places up for grabs at this year’s championship for PGA Professionals. Those spots will be determined at the Silversea Senior PGA Professional Championship at Foxhills Club in Resort, Surrey in May. Robert Maxfield, chief executive of The PGA, said: “With the possibility of an array of former Ryder Cup players in the field alongside the elite of European over50s golf, we look forward to hosting another exciting championship in 2018.”

Full house Tickets for a special event marking the 50th anniversary of the publication ‘The Search for the Perfect Swing’ have sold out in less than a month.

The book remains one of the most seminal pieces of work about applying scientific methods to studying the game of golf.

It continues to be referenced today by scientists, educators and practitioners worldwide.

To mark the 50th year of its publication, The PGA is bringing together a group of world leading experts involved with research in various elements of the game to discuss its impact.

Guest of honour is the book’s author Dr Alastair Cochran who will host a question and answer session.

Other attendees include Professor Steve Otto, the R&A’s director of equipment standards and chief technology officer; Dr Rob Neal, CEO of Golf BioDynamics; Professor Eric Wallace, professor of biomechanics and sports technology at Ulster University; and Dr Sasho MacKenzie, professor at St. Francis Xavier University, Nova Scotia, Canada.

David Colclough, head of coaching & sports science at The PGA, said: “We are honoured to be able to recognise the contribution that Alastair Cochran and ‘The Search for the Perfect Swing’ have had on The PGA, golf science and golf coaching.

“The speed at which the four guest presenters agreed to attend is testament to the event’s significance.”

The event will take place at the PGA National Training Academy on May 21.

The PGA Professional

| April 2018

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News PGA Overseas Pro-Am heads to Antalya

PGA Conference returns to Thailand THE PGA MEMBERS’ INTERNATIONAL CONFERENCE will return to Thailand and the world renowned Laguna Phuket Resort in November following the success of the inaugural event last year.

The conference will be held from November 11-14 and, once again, will bring together PGA Members and delegates from all over the world.

In addition to the education element and the chance to learn from golf industry experts, the conference affords delegates superb networking opportunities.

The venue is the home of the only PGA Golf Academy in Thailand and Paul Wilson, AVP/Group golf director of Laguna Golf, said: “The feedback from last year was excellent and our team is working hard to find ways to further enhance the delegates’ experience in November.

“Delegates will be staying at our Angsana Laguna Phuket hotel, which is famous for hosting large scale groups and high profile events.”

Highlights last year included presentations by Paul Gibbons of MST Golf and PGA Master Professional Paul Burley, global head of golf course management at IMG. Junior coaching was also a topic of debate for Junior Golf Alliance’s Neil Plimmer and Michael Dickie, head coach to China’s Olympic golf team, who also spoke about training elite players in Asia.

Robert Maxfield, chief executive of The PGA, commented: “Last year’s event was a great opportunity for me to meet with a number of our Members working in the region and allowed me to share my vison and plans for the Association.

“It also allowed us to provide an educational platform for Members to share their thoughts and learn from some of the most respected figures in the golf industry.”

To register your interest in the 2018 PGA Members’ International Conference email conference@pga.org.uk The PGA Professional

| April 2018

Golfbreaks.com will stage its third and final 2018 Overseas Pro-Am at the spectacular Antalya Golf Club in Turkey for the very first time in November.

Antalya Golf Club is the home of the PGA National Turkey and the event marks a tie-up with PGA Partners and Europe’s leading golf travel company, Golfbreaks.com.

The pro-am will be contested on the challenging PGA Sultan Course and enables pros and amateurs to follow in the footsteps of Tiger Woods, Justin Rose and Rory McIlroy.

All three played in the Turkish Airlines World Golf Final, which was staged there in 2012, the same year as the Eisenhower Trophy.

PGA Professional Michael Jones, director of golf at Antalya, said: “I’m certain our guests will really enjoy their time here as they experience first class golf and hospitality at our venues, which are second-to-none.”

Administered by The PGA, the 20-team pro-am will run from 16-20 November and is open to all amateur players with an active competition handicap.

Packages are priced at £700 per team member, which includes four night’s stay (all inclusive) at the luxurious fivestar Sirene Belek resort, airport transfers and a welcome dinner.

Teams will enjoy one practice round followed by two full rounds of competition golf on the PGA Sultan Course, with a prize-giving gala dinner bringing the event to its conclusion.

Richard Barker, Golfbreaks.com commercial director, commented: “This is the first time we have taken the series to the PGA National for Turkey and we’re confident it will provide everything needed for an unforgettable golfing trip.”

For more information or to book your place call 01753 752880 or email golfpro@golfbreaks.com

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News Wind of change – new rules revealed THE R&A and the USGA have unveiled the new Rules of Golf following an extensive review that included soliciting feedback from the golf community on the proposed changes published in 2017.

This feedback resulted in four tweaks being made to the initial proposals with the outcome that the number of Rules has been trimmed by a third: there are now 24 as opposed to 36 and these will come into force on January 1, 2109.

The changes cover a variety of scenarios, including pace of play. To combat the bane of slow play and speed up the game, players now have three minutes as opposed to five to search for a ‘lost’ ball and a maximum of 40 seconds to play a shot. In addition, ‘ready golf’ in stroke play events is encouraged.

Another attempt to speed up the game at club level allows committees to implement a local rule when a ball is declared lost or out of bounds. Instead of a golfer having to return to the spot from where the ball was hit and replay the shot, he or she will have the option to drop the ball in the vicinity of where it was lost or out of bounds (including the nearest fairway area), under a two-stroke penalty.

Other rule changes cover the height from which a ball is dropped – from knee height instead of shoulder level;

there will no longer be a penalty for hitting the ball twice or accidentally moving it on the green; and for those who start to rack up a cricket score when faced with an unplayable ball in a bunker, it can be dropped and played from outside the trap under a two-stroke penalty.

Another aspect of the new rules philosophy is to rely more heavily on a player’s integrity.

Officials say a player’s ‘reasonable judgment’ when estimating or measuring a spot, point, line, area or distance will be upheld, even if video evidence later shows it to be wrong.

Commenting on the changes, David Rickman, executive director – governance at The R&A, said: “We believe that the new Rules are more in tune with what golfers would like and are easier to understand and apply for everyone who enjoys playing this great game.”

Visit https://www.rules.golf for full details.

2018 Open tickets – new process for PGA Members PGA Members and Assistants will again enjoy complimentary access to the Open Championship which this year takes place at Carnoustie from July 15-22.

However the refund process has been reviewed. Now, instead of PGA Members being required to purchase a ticket and obtain a refund from the onsite bank, you will be able to collect a complimentary daily ticket from the R&A Ticket Sales & Collection building. Please note refunds can no longer be issued on site so you must follow the below process to take advantage of this PGA Member benefit.

Upon arrival at the venue please make your way to the R&A Ticket Sales & Collection building located at the main spectator entrance, ensuring you have your current PGA Membership card to hand. Once your membership has been verified you will be issued with a complimentary day ticket for your own use. Please note that you must repeat this process each day you are in attendance and, as in previous years, you may only access one complimentary ticket per day; any additional tickets will need to be purchased at the normal ticket price.

We are aware some Members may have already purchased daily tickets online.

If this is the case please email The R&A at tickets@theopen.com or call them on 01334 460010 and they will be able to refund your PGA Member ticket(s) ahead of the event.

The R&A would like to remind all PGA Members that, as per last year, there will be no re-admissions to the site, so should you leave you will not be able to gain access again on the same day.

The PGA Members’ Marquee will be available to you as usual from 16-22 July and we look forward to welcoming you and your guests.

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www.pga.info

T I T L E

The PGA Professional

| April 2018

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News Double Dutch delight PGA Professional Lee Chapman had cause for a double celebration after winning two national awards in the Netherlands.

The Players 1st Awards were the brainchild of the PGA of Holland, the Netherlands Golf Federation and the Dutch Golf Course Owners association (NVG).

Members and guests rated golf clubs across the country through an anonymous survey. All areas of the club were rated, ranging from best course and academy to catering and coaching.

Chapman was named the number one Netherland’s Golf Professional in 2017 and the 44-year-old also played a key role in helping the Golf & Country Club Winterswijk earn the accolade as the highest ranked golf school.

The awards were presented during the National Golf Congress & Fair held in Spant in February.

“I am extremely proud to receive these awards,” said Chapman. “During the past years I have invested much time and energy in keeping up-to-date with the latest coaching methods.

“So I am very happy this is recognised by the members and visitors of the golf club where I am based.”

A D V E R T O R I A L

Techniblock sun protection - stays on while you play on

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here are few groups of people who need sunscreen more than golfers, who spend hours under direct sunlight during the hottest times of the year in pursuit of a better game. When heading out onto the course, most golfers will check to ensure they have everything they need in their golf bag – balls, tees, clubs – but sun protection often doesn’t come to mind, particularly on a cloudy day. And yet, with golfers being exposed to 27 times the recommended amount of UV rays during a single round, sunscreen should be an essential in every golf bag.

Techniblock was originally developed specifically for the sports market by the MD of a world-class pharmaceutical company in Johannesburg, who is also an avid golfer. Available in every pro shop in South Africa, Techniblock has now been introduced to several UK pro shops, including Foxhills, The Royal Automobile Club, Princes and many more.

Working with The PGA to highlight sun awareness and safety on the golf course, Techniblock is a light non-greasy spray providing lasting, breathable protection for all skin types. Delivered in a handy 75ml leak-proof can, it provides an invisible, protective

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

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WATERPROOF UNDER TOUGHEST CONDITIONS!

Gill makes early bid for Lombard return CHRIS GILL, a finalist in last year’s Lombard Trophy, has wasted no time in plotting a repeat trip to Portugal by becoming the first to enter this year’s tournament.

Gill, the head PGA Professional at Newquay Golf Club, Cornwall, is one of more than 100 to have already signed up for the competition which carries a £41,450 prize fund.

More than 1,000 golfers are expected to take part in what is Europe’s largest pro-am which culminates with a grand final at the five-star Pestana Vila Sol Golf & Resort Hotel, Vilamoura.

Fourteen regional qualifiers will determine the pairs who will earn the expenses paid trip in September and the chance to win the £12,000 first prize.

Gill, a member of Great Britain and Ireland’s PGA Cup team in 2011, has entered the competition for the past five years and, after progressing to the grand final last September, is hoping to go one better this time “Entering the Lombard Trophy is always a highlight of my year,” said the 38-year-old who will represent Newquay alongside his amateur partner at the regional qualifier at Burnham & Berrow on August 2.

“To go away and give one of the members a time to remember is great not just for them but for me too because it feels a little bit like the old playing days.

“Last year was the first time I had reached the grand final and the experience was awesome. It was first class treatment from start to finish.

“I would encourage every head professional to enter the Lombard Trophy.

The regional qualifiers are played at great venues with first class treatment from the sponsors. Lombard do an awesome job but so does everyone else who is involved in the whole event.”

The first regional final takes place in the Midlands at Little Aston on June 5 with Burnham & Berrow wrapping up the qualifiers on August 2.

The PGA Professional

| April 2018

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

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News

Nominations wanted for Toby Sunderland award PGA MEMBERS are being encouraged to nominate a colleague or even themselves as candidates to win the Toby Sunderland Award, the annual accolade given to a pro for his or her charity work.

Nominations for the award, which is worth £1,200 and a plaque to the winner, should be made to a pro’s regional manager by April 30.In addition to the main award, each of the six other regional nominees receives a plaque and cheque for £250.

The ways employed by PGA pros to raise funds or help the less fortunate, sick or needy over the years have been weird, wonderful, wacky and often physically challenging.

Whatever the methods, however, thousands of pounds and Euros are raised annually, often by sponsored marathon runs, non-stop rounds of golf, charity pro-ams and memorabilia auctions.

For last year’s winner, Philip Ring, it was a question of giving his time as opposed to generating funds.

And in doing so, Ring, the first winner from Ireland, puts his life on the line as a volunteer with the Irish Coast Guard, Howth Unit.

“Raising money is one thing but giving your time is something else,” said Ring. “That’s very important as far as I’m concerned.”

Ring was inspired to volunteer for the coast guard as a result of seeing their helicopters fly past while he kept his terminally ill sister company at night so that she could spend the remainder of her life in her own home.

Since then he has been on call 24/7 and involved in more than 130 missions, some at risk to his own safety.

Ring is no stranger to personal tragedy: having lost his sister, his close friend and fellow PGA Professional, Liam Duggan, passed away at the age of 37 last year. He responded by donating his prize money to Liam’s wife and two young children via The PGA Benevolent Fund.

Which is the charity that one of last year’s other nominees, Alan White, has been supporting.

White, the head pro at Lanark Golf Club, Scotland, who was appointed PGA Chairman late last year, has now run four pro-ams in aid of the Fund and raised more than £30,000.

Meanwhile, the East Region’s nominee, Daniel Field has supported a number of different charities since joining The PGA in 1998 but it is his involvement with former Arsenal and Scotland goalkeeper Bob Wilson’s Willow Foundation over the last 10 years that deserves a special mention.

He started running the annual Arsenal Legends v Spurs Legends golf day in 2008 and in 2016 total funds raised at the 14

Philip Ring

annual event broke through the £100,000 barrier.

Across the country in the South West, as well as captaining the region, his club and fulfilling his role as head PGA pro at Radyr Golf Club - Simon Swales found time to raise more than £9,500 for the SW Children’s Hospice.

The fund-raising efforts of the South region’s Dominic Toms are also related to children.

Inspired by the death of a friend’s child suffering from a terminal illness, the Surrey-based pro completed his first London Marathon in 2015 and raised more than £7,000 for the Rainbow Trust. Toms followed up by completing six marathons in 2016 to raise more funds.

Personal experience of the devastating effects of cancer inspired last year’s two other regional nominees to raise funds to either treat people suffering from or find a cure for the pernicious disease.

Chris Cole, head PGA pro at Beamish Park Golf Club, County Durham, has undergone six spells of chemotherapy after testicular cancer was diagnosed following his admission into hospital for a routine hernia operation.

He subsequently started an annual fundraising golf day for the Charlie Bear Cancer Appeal, which helps supply equipment for the hospital where he was treated, and since its inauguration in 2012 more than £50,000 has been raised.

James Whatley, head PGA Professional and academy director at the East Midlands Golf Academy at Morley Hayes, has been running fundraising golf days for even longer and raised more than £35,000.

His involvement has grown since his elder sister Janine was diagnosed with breast cancer eight years ago.

The most recent golf day was staged last April and held in aid of boobiedate, the charity founded by Janine and for which she raised more than £400,000.

Sadly Whatley’s father succumbed to cancer two months before the day and Janine passed away in January. Janine, a wife and mother of two young children, was just 40. www.pga.info

R E G I O N A L

N E W S

Scotland

Unisex tournament marks Carnoustie’s major link YOUNG PGA Professionals and leading amateurs attached to all 10 clubs on the R&A’s rota for The Open have been invited to join assistant professionals from the Tartan Tour Order of Merit and some elite Scottish amateur players in a new event at Carnoustie, writes Martin Dempster.

In total, around 60 players will tee up in the ‘Carnoustie Challenge’, which is being staged in the build up to this year’s Open Championship at the Angus venue.

This mixed gender event is the brainchild of Carnoustie’s PGA head professional Colin Sinclair, and is marking the fact that Carnoustie is one of the few courses to have hosted both The Open and the Ricoh Women’s British Open.

“One of Carnoustie Golf Links key objectives is promoting participation in golf,” said Sinclair. “We feel the Carnoustie Challenge will provide young leading golfers the exciting opportunity of playing in tournament conditions on the Open Championship golf course.

“This will allow the competitors to gauge where their game is at but at the same time hopefully creating great memories playing The Open course in the year of The Open.”

In an event being sponsored by Johnstons of Elgin, males were set to play from the tees being used for this year’s Open Championship, while females were playing from the tees used at the Ricoh Women’s British Open in 2011.

The PGA’s regional manager for Scotland, Shona Malcolm said: “The PGA in Scotland is delighted to work with Carnoustie Golf Links, Scottish Golf Limited and Johnstons of Elgin to deliver an innovative event that not only brings PGA Assistants and amateur golfers of both genders together in a competitive environment, but also celebrates the rich history that Carnoustie has of hosting major golf championships for both men and women.”

Ireland

McShea takes dedicated approach to CPD Gareth McShea made the most of huge parts of Ireland being brought to a standstill by Storm Emma by retreating to his study, writes Paul Kelly.

The 43-year-old is a dedicated disciple of CPD (Continual Personal Development) and structures his reading and research in just the same way that he manages his coaching sessions.

at Bundoran Golf Club under David Robinson.

From there, McShea spent some time coaching in schools and at clubs around Fermanagh. In 2001 he took up the professional’s post at Rossmore Golf Club in Co Monaghan and in 2005 moved to Edmondstown.

He is currently retained as a performance coach for Aimpoint Golf and is trialling a new online coaching platform

“I study all year round. If I don’t get to read I can get a bit grumpy,” said the Edmondstown Golf Club professional.

called www.mygameforge.com.

In his own words, McShea is ‘relentlessly pursuing further

“We should always be trying to develop as professionals.

education’ and is willing to go the extra mile in that pursuit.

We need to stay up to speed with changes in, for example,

In 2011 he sought out US-based Hall of Fame coach Michael

modern technology.”

Hebron for a lesson and ended up shadowing him for two

McShea has been the head professional at Edmondstown

days.

Golf Club on the outskirts of Dublin for 12 years. Born in

“We struck up a friendship and I brought him to Ireland that

Ballyshannon, Co Donegal he turned professional in 1993

year for a seminar. I’m hoping that I can encourage him to

after completing his Leaving Cert and wrapped up his training

visit again this year,” he added.

The PGA Professional

| April 2018

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R E G I O N A L

N E W S

East

Good day Vienna IAN CAMPBELL has left Cheshunt to take up a new position as a teaching professional at Wels Golf Club in Austria, writes Tony Rushmer.

Campbell, 37, has always enjoyed the global opportunities on offer to a PGA Professional and has worked in Mauritius, the Czech Republic as well as a previous stint in Austria.

But he settled at Cheshunt for almost three years and carved out a reputation for himself as one of the best players in the East region.

In 2016 he won an Order of Merit tournament at Aldwickbury Park and finished runner-up in the annual standings behind Rob Coles (Maylands Golf & Country Club).

Campbell said: ‘The highlight of my time in the region was finishing second in the Order of Merit in 2016. I came so close to winning it…in the end Rob (Coles) overtook me.

“Another highlight was finishing fifth in the PGA Professional Championship the same year. It gave me a good chance of getting in the PGA Cup team and kept me working on my game when I wasn’t coaching.

“The East region has some great pro-ams and there are

some very good players that play regularly on the circuit.

I will miss it as I have made some really good mates and have learnt a lot from the players I have played with.”

Campbell is planning to keep up a commitment to his own game alongside the new job at Wels.

The Scot added: “Austria has a good PGA circuit to play on, along with the national open and pre-qualifying for the European Tour’s Austrian Open – so there is plenty.

“I would like to come back to play in our PGA Professional Championship during the summer but I’ll have to see how work is going.

“My new position is purely a teaching role, including coaching the club teams – men, ladies, and junior club teams.

It will also involve taking groups away on golf trips during the winter.”

PGA North relishing Pleasington move IT’S ALL CHANGE for PGA North which has taken up residence at Pleasington Golf Club, writes David Birtill.

Regional manager Jonathan Paine and tournament director Andrew Chadwick have been joined by newly promoted tournament controller Daniel Huxley and Joe Whittaker, who runs the office.

“The new staffing structure gives the region much more scope to attend to all the Members’ needs,” said Paine. “The office at Pleasington is fully equipped to allow all staff to fulfil their roles.

The region was formed in 1985 when Norman Fletcher was its first secretary, a position he held for eight years prior to his appointment as association manager at PGA National Headquarters.

The first official office was based at Mere before moving to its 30-year tenancy at Bolton Golf Club.

“We have certainly come a long way from those early days,” said Paine. “I hope that this positive move will allow the region to develop further.”

Paine followed Dennis Nutter, Andy Salmon, Jim Croxton, Roger Butler and Graham Maly in his role of managing the largest region outside Scotland.

Peter Bedford, Pleasington club’s vice chairman, enthused: “I think it’s a kind of perfect partnership.

16

North

“To attract PGA North, the biggest region in the UK outside Scotland, and be connected with what’s going on in the game puts our club on a pathway to develop ourselves. It’s a fantastic opportunity for us.

“Part of our drive is to try to get into the top 100 English courses.”

(from left) Daniel Huxley (tournament controller), Jonathan Paine (regional manager), Andrew Chadwick (tournament director), Joe Whittaker (office administrator)

www.pga.info

D E V E L O P M E N T

Golf Development and The PGA

D

r Jonathan Wright The PGA’s new Golf Development Executive explains this area of work and how the Association can support members to drive their businesses forward.

I know that many of you attended the recent Members’ meetings or have read in the pages of this magazine about The PGA’s vision going forwards. This is a vision that has at its heart delivering a member-facing PGA that will support the personal and professional lives of you as Members. In addition, members have fed back to us that The PGA should take a bold stance and be a leading organisation within golf. To help towards both these outcomes, The PGA has decided to create a new role, that of Golf Development Executive, to support the achievement of these objectives. I am delighted to say I have taken up this position and am very much looking forward to developing this area of work.

WHAT IS GOLF DEVELOPMENT? Simply put, Golf Development means supporting golf to deliver a thriving and vibrant industry – one that can provide many opportunities for you as Members.

The work I will be leading will have two main aims: to safeguard the position of you the PGA Professional as the most recognized and qualified workforce golf has and, secondly, to open up and facilitate further opportunities for you. By having someone dedicated to working in this area, we hope to play an increasingly influential role in the development of the game.

HOW WILL THIS WORK? I will be leading our relationships with the Home Unions as well as other organisations such as the Golf Foundation. I will also be lobbying on behalf of golf with funders and government agencies. Of course in the past we have worked with Home Unions and others on particular projects and we will continue to work closely with them in the future.

However, we will also be looking to identify our own areas of particular interest:

The PGA Professional

| April 2018

ones where we can support you the member and take more of a leading role. With regard to this, there are four specific areas of work for this year:

Dr Jonathan Wright

1 Case Studies - We want to identify examples where PGA Professionals have done

excellent development work. These case studies will be used in two ways. Firstly, we will feed these stories back to the membership to highlight ideas and good practice from fellow Members. This approach harks back to the very origins of The PGA where member-tomember support was a founding principle. Secondly we will use these stories as the basis of media articles and coverage.

2 Media articles and coverage - Golf is often portrayed in a negative way in the

mainstream media. By placing examples of great development work in local and national media we hope to begin to change this narrative and show that golf is for everyone, whatever age, gender, social class or ethnicity. It will be important that we can show golf meeting different outcomes – as well as the traditional ‘golf for golf’s sake’ we want to show how golf can keep you physically fit, how it can provide a great social life and how it can contribute to mental well being.

3 Insight and research - These days, insight and research is everywhere. A simple ‘Google

search’ will produce a whole range of information. What we hope to do is to evaluate this data, identify reliable information and then feed this to you the Members in a useable format to help inform business decisions and the development of your offers critically.

4 Member support - As you may have seen, the regional secretaries are now regional

managers and will be engaging directly with you to offer support. In addition, we have other officers in the field who will be available to help you – we will be able to provide you access to the resources detailed above and help you to put these ideas into practice.

2018 – WOMEN AND FAMILIES For this first year of our golf development work, we will have a focus on women and families in golf. These markets represent a huge opportunity for us in that they remain largely untapped.

We have commissioned some research into the existing women’s market in golf and there have recently been other pieces of research undertaken, notably the R&A’s literature review of this area. We will be sharing the results and opportunities highlighted by these and other reports soon.

In summary, The PGA is determined to take a leading role in the development of the game of golf and to safeguard and develop the opportunities for our Members. If you have any examples of great development work regarding women’s and/or family golf then please do get in touch with me at jonathan.wright@pga.org.uk

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The rise and rise of golf ’s video stars How PGA Professionals are using YouTube to influence the golfing world

‘V

ideo killed the radio star’- as the song goes- and now it looks to be dominating the world of social media. Steven Carpenter looks at the rise of the ‘vlogger’ and how some PGA Professionals have used it to carve out hugely successful careers.

The way people view videos and live events is evolving right before our very eyes. The majority still watch a variety of programmes on a television screen in their home but a whole generation of people get their entertainment from elsewhere.

There are many different ways for people to upload and access video content but the main platform and most popular remains YouTube.

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In simple terms, YouTube is a free video sharing website which makes it easy for people to search, watch and upload videos with other people.

It was created in 2005 and 13 years later visitors to the website now watch around six billion hours of video every month.

The content of videos uploaded cover almost every topic. From educational posts to hilarious TV bloopers; there is

The first ever video uploaded onto YouTube was in April 2005. It was filmed and posted by YouTube cofounder Jawed Karim at 8.27pm on April 23.

The 19-second video is simply titled ‘Me at the Zoo’ and was shot at San Diego Zoo. It has been viewed more than 46 million times.

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C O V E R

S T O R Y

A global audience of more than 1.5 billion logged in users that come to YouTube every month

This free platform to create video content for the entertainment of others has driven the rise of YouTube stars.

These are essentially channels that people subscribe to and keep coming back for more. It has transformed some vloggers into online celebrities.

“YouTube is an ad-supported platform offering amazing quality content, on the

3.25billion – the total number of hours of video watched on YouTube each month

TOP FIVE YOUTUBE STARS

YOUTUBE STATS Almost five billion videos are watched every day 30 million visitors a day More than one billion users, which amounts to almost a third of the internet

400 hours are uploaded on YouTube every single minute There are localised versions of YouTube in 90 countries across 76 languages, covering 95 per cent of all internet traffic

something to please everyone.

The popularity of sport, especially golf on YouTube is there for all to see within a matter of seconds. Simply type golf in the search engine and you’ll get no fewer than 23,700,000 videos.

The results range from Lego Mini Golf and Long Drive Trick Shots, to Rory McIlroy playing a robot and more education uploads about the perfect golf swing.

Tomos Grace, YouTube head of sport for Europe, Middle East and Africa (EMEA), told PGA Professional: “Today, content is everywhere, on demand and available across any device - mobile, tablet, desktop, and TV. “This reflects a wide range of varying and dynamic interests from around the world.

YouTube has the broadest video sporting ecosystem on the planet.

“The access YouTube brings to global fans, allows them get to know their sporting idols in a new and refreshing way. Fans have access to behind-the-scenes video, archive footage and interviews with leaders in the industry. This exclusive access is of huge interest to fans.”

Although YouTube is watched by people of all ages, there is a younger generation that now watch it more than TV itself.

On average people will watch around 60 minutes on YouTube a day and that is just on mobile phone devices.

The PGA Professional

| April 2018

go,” said Lucy Lendrem, head of UK talent at Gleam Features, a leading digital talent management company.

“The way people are consuming content is evolving across all platforms. I can’t see people going back to watching scheduled programming only on their TVs, it can only move forward from here.”

Continued on page 20

1. PewDiePie – 60.4 million subscribers Swedish YouTube star Felix Arvid Ulf Kjellberg commentates while playing on various video games.

2. Germán Garmendia (HolaSoyGerman.) — 33.1 million subscribers Chilean Germán Garmendia is a comedian and musician who became famous with his video “Las Cosas Obvias De La Vida” (The Obvious Things of Life).

3. ElRubiusOMG — 27.3 million subscribers Rubén Doblas Gundersen, or ElRubiusOMG as he is known on YouTube, is a Spanish YouTube star who does walk-throughs and reviews of video games.

4. Whinderssonnunes — 26.7 million subscribers Whindersson Nunes started making comedy vlogs about his daily life when he turned 15.

5. Canal KondZilla — 26.6 million subscribers Brazilian music video director Konrad Dantas joined YouTube in 2012.

Katie Rule

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YouTube pioneers Shiels and Finch share their success secrets

P

GA Professionals Rick Shiels and Peter Finch are undoubtedly one of the most influential online golf partnerships.

The duo amass a staggering six million views from their respective video channels each month and 450 million minutes of video content gets views per year.

Both Shiels and Finch have grasped YouTube as a platform to increase their profile, expand their audience and become two of the most watched golf presenters on the internet. So what has been the key to their success?

What made you set up your own YouTube channel?

RS – I was coaching at Trafford Golf Centre and wanted to increase my number of clients and also push my coaching methods and beliefs out to a wide reaching audience.

I was a huge fan of the YouTube space and decided that the platform would be a great way for me to reach more golfers.

PF – I wanted to get more people into golf lessons. Nobody really outside of the driving range knew who I was, so the only way I could communicate with new people was online using YouTube videos and for me it worked. People saw what I was like as a coach and an individual as well and it’s now grown into something completely different.

It just started as a way to promote myself as a coach.

channel, that literally took years. It took six months to a year for people to realise what I was doing. The first videos I did hardly got any views really. A couple of views on the first day then maybe 20 by the end of the week. Now it’s just completely different. I’ve got a pretty high threshold for pain, work and a lack of sleep! I was probably coaching 50-60 hours a week and then on top of that I was trying to produce a video pretty much every day, but I knew what I’d get out of it would be worthwhile.

What has been the key to your success on YouTube?

RS - I believe to be successful on YouTube you need to be consistent with your content and your uploads.

PF – The content needs to be appealing.

Some of my videos will be about what’s going on in the technical world of golf, others will be about competitions and I

also do a weekly Q&A. I plan other videos around that because you’ve also got to react to what’s happening in the golf industry.

Why are people so interested in watching videos on your channel?

RS - Every industry, hobby, sport etcetera has a space on YouTube. If people are interested in something, they will watch content.

PF - Everything that goes out on YouTube is free so, for example, you don’t need a Sky subscription to watch anything. You’re also seen as very approachable. If people want to watch your content and ask a question they just go onto YouTube and ask. That’s generally not what normally happens. You can’t go up to a Tour player and ask them a question on social media and expect a response. I think that approachability factor is a big thing.

How difficult was it to set up a channel and build a following?

RS – Setting up a YouTube channel is actually incredibly simple and can be done in a matter of minutes. Planning, filming and editing content on the other hand does take time and commitment. My content started to gain traction pretty quickly, and the channel started to grow with this.

PF - To gain an audience and build a 20

www.pga.info

C O V E R

How does working with other ‘vloggers’ help increase your profile?

PF – Videos with other vloggers are really popular. What you tend to find is those videos afterwards in both channels will get an increase in subscribers. Viewers like to see new people on the channel and that engagement between different YouTubers. It’s not about fighting over the people who are already watching, it’s trying to get new people who haven’t watched golf content before to get them watching.

S T O R Y

What advice would you give to any PGA Professionals looking to set up their own YouTube channel?

RS - Be consistent with your content, be unique, and enjoy it.

PF - When people start doing videos it’s easy to get discouraged because nobody is watching so a lot of people produce five or six videos and don’t really understand why they haven’t been seen, they lose heart and then give up. It probably took a good three years before I was able to make any substantial money through the YouTube channel. A lot

Rick Shiels and Peter Finch – the stats 382,650+ YouTube subscribers 72,000 average views per YouTube video 5.7 million YouTube views per month 478 million minutes of consumed airtime each year 57,850+ Facebook fans 79,500+ Twitter followers 114,000+ Instagram followers

of people expect to get lots of views straight away but it just doesn’t happen like that.

The female perspective

W

hile the likes of Rick Shiels and Peter Finch continue to expand their YouTube following towards the 400,000 mark, one female who is at the other end of the spectrum is Katie Rule.

The 25-year-old PGA Professional is still very early in her YouTube career having joined the party last summer, but she is hoping to emulate her idols by becoming the ‘go to’ vlogger for women golfers.

“I’d contemplated the idea of setting up my own videos on social media for a while because I saw there was a market there especially for a lady professional golfer,” said Rule, who is based at Mullion Golf Club, Cornwall.

“I was inspired by what other golfers had done on YouTube. I suddenly thought there are no females doing this and I should give it a go.”

Being camera shy was a problem Rule had to overcome early on, but her confidence grew and she soon invested in the right tools for the job.

“I bought a camera in October last year and I was making videos but I kept thinking I couldn’t do it – I didn’t have the guts.

“One day I just did it and I was surprised by the reaction, it encouraged me to keep doing it. I also bought a microphone and I had the tripod from coaching and then just The PGA Professional

| April 2018

went from there.”

Rule’s efforts have not gone unnoticed.

She was recently approached by Golf Monthly and Foremost to conduct a filming session to encourage more women into golf.

While building her YouTube following remains a priority for Rule, she also understands the importance of being on top of other social media platforms.

“You have to be pro-active when it comes to social media and you have to persevere.

“I realise now that you’ve got to keep posting weekly and daily if possible, just as much as you can to keep people engaged and keep them coming back.

“I’m still learning so, compared to some of the bigger channels, 1,000 followers is nothing but I think it’s exciting.”

Creating engaging video content is crucial to attracting more subscribers and that’s an area Rule puts a lot of thought into.

“I brainstorm the things I am passionate Katie Rule

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A D V E R T O R I A L

Sell while you sleep!

I

n January 2018, Zoe Allen was on a trip to the PGA Show in Orlando, Florida. Upon returning home, she opened her booking calendar, and was pleased to find it full of new lesson bookings. Though she was away, she was straight back into teaching - thanks to her new online booking system.

Zoe Allen is a PGA Teaching Professional at Lurgan Golf Club, Northern Ireland. In January 2018, Zoe was named a top 50 US Kids teacher, and she’s one of the five coaches from outside the USA that were granted that honour.

We had a privilege to speak with Zoe about her online services.

What kind of customers feedback have you received?

It is really easy for customers to sign up and pay online. All of my clients love the system, as it is so easy to use.

I try to schedule my group coaching sessions several months in advance, and customers really appreciate that, especially parents who are planning activities for their children.

Customers also like the fact that they can see all the details of what exactly they are signing up for, and the exact schedules of all my programmes.

What’s been the biggest impact on your own work?

Birdietime has saved me a minimum of 4-6 hours of work each week. Previously my time was spent emailing back and forth with parents and players trying to get them to sign up.

A lot of time was also spent on making sure players were in the right kind of group - now I have all that information online.

Tell us about your coaching services?

I am coaching a wide variety of people at the moment.

Juniors is definitely my number one customer group, followed closely by Elite Players, women, men and beginners.

Currently, junior coaching groups are the most popular service I offer.

How does the online booking work?

All my coaching groups are on Birdietime. Birdietime’s booking service has even been added to my own website, making it easy for my customers to find exactly what they are looking for.

How have you promoted it?

Overall, Birdietime has given me a new lease of life for my coaching. Birdietime gives me more time to get out there and to do what I love, teach!

Who would you recommend the online booking to?

I would recommend online booking to a PGA Professional who is big into teaching.

Even a Pro who has his own Proshop would definitely benefit from online booking. They have some many other things to look after, so Birdietime is a straightforward way to allow lessons to be booked without the added admin work.

Top 5 reasons to provide online booking service to your customers 1. It’s great customer service.

As soon as I have the programmes up on Birdietime, I send out emails to inform that new coaching groups, sessions or clinics are now available for booking.

2. It minimises “no-shows”.

I also share links to the booking page on my social media accounts (Facebook, Twitter and Instagram). It makes it really easy and straightforward for me to direct my customers directly to the booking page.

5. It’s easy to build a customer base for marketing.

3. It saves hours of admin work.

4. It helps you reach a wider audience.

Visit Zoe’s website to see how her Birdietime works: www.zoeallengolf.com

Would you like to learn more? Head over to our website www.birdietimepro.com or email us info@birdietime.com 22

www.pga.info

about and want to talk about. I then started getting ideas from each of those topics about videos I could make.

“I tend to make videos about what I do in lessons a lot. If the common question is asked in a lesson, I’ll make a video from that because you’re focussing on what people want.

“The most intimidating thing is suddenly talking in front of a camera with nobody else there. You’ve just got to talk as if you’re giving a lesson. Even if it takes a few videos first, at least you’re practising but it can take time.

“It’s about mixing it up a bit, making it fun, not making the videos too long, keep them short and sweet and quite light-hearted.”

Just like Shiels, Finch and AskGolfGuru Mark Crossfield, a former PGA Member with almost a quarter of a million subscribers, Rules wants to establish a career as a vlogger.

The long term plan is to keep producing regular videos for the next two to three years and then hopefully approaches from other big companies will come along.

“I absolutely love it,” Rule added. “If I could do it full-time I would because it’s become a passion.

“The dream goal is to get out there and become one of the top female vloggers and get to the top like Peter Finch and Rick Shiels.

“You do get inspired by them because they’ve managed to do it. It does seem like miles away but the goal is to really be known as someone who is passionate about golf, who loves golf and loves talking about the game.”

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She said: “Having a YouTube account and posting regular videos does provide me with more exposure which means I am able to reach a wider span of people

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for lessons.

“The channel is easy to set up, but the hard bit is gaining the first few thousand followers. After that I’m hoping it will be a snowball effect in gaining more, which happened on my Instagram handle (@hannahdaviesgolf) “I try to put different styles of videos on my channel to keep people interested, from course vlogs to tips. I tend to keep the videos easy watching and simple as I have found this works best for my channel.”

www.bigmaxgolf.com | office@golftech.at

The PGA Professional

| April 2018

facebook.com/bigmaxgolf

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Putting the brand in the palm of the golfer’s hand

T

itleist and FootJoy are two highly respected brands in the golf industry and both have a strong online presence on YouTube.

PGA Professional spoke to the marketing managers for both companies, Chris Beaumont (Titleist) and Paul O’Hagan (FootJoy), to find out how they use the platform to good effect.

What benefits does Titleist get from associating itself with ‘YouTube stars’?

CB - As with all opportunities to communicate with our core audience, the dedicated golfer, we are always looking for ways to extend our reach.

The emergence of ‘YouTube stars’ over the past few years has given us a new avenue. These stars have shown a fantastic ability to engage with golfers and to encourage engagement. Many are highly skilled and have a PGA background which gives them a level of trust that the consumer resonates with.

How does a partnership work between FootJoy and a ‘YouTube star’?

PO’H - We have worked with a number of PGA Professionals in recent years who produce YouTube content, whether it be via their own channels or through those of a media partner. We are always looking for our products to be utilised by key influencers, whether that be Tour stars, head professionals or those producing engaging content on the internet. Telling our product stories is obviously important to us but we understand how powerful brand association can be. We want the people 24

who connect with and entertain golfers to be proud to wear the FJ brand.

How important and valuable is YouTube to Titleist in 2018?

CB - A key channel for us in 2018, YouTube forms an important part of our digital strategy. Quite simply, with access to the internet so readily available, golfers have a steady stream of content at their fingertips that didn’t exist or wasn’t available in the past in this way.

It is our mission to take advantage of the opportunities this growing platform affords and to ensure we are providing the means to allow YouTube influencers to produce content that engages, educates and entertains our target audience.

How does FootJoy use YouTube to promote its brand?

PO’H - YouTube has become a fantastic hub for predominantly independent content creators to publish their content, whether that be in golf or otherwise. As well as working with content creators on brand association we also advertise on YouTube across golf-specific channels. When it comes to making golfers aware of new products, Tour success stories and us pushing out our own content, we find golfers are more receptive to what might be deemed as brand-created messages when they are presented through social media platforms or email rather than YouTube.

It’s a case of finding out which platform suits which particular type of message and delivering those messages in the right way.

Chris Beaumont

Paul O’Hagan

How does Titleist embrace YouTube and what plans does it have in the future to use it to help grow its brand?

CB - We are constantly looking at trends and opportunities to engage with our core audience with the hopes of encouraging them to visit their local PGA retailer in order to find out more about our market-leading product range. We feel the more we can educate the dedicated golfer, the better chance Titleist has of gaining their loyalty.

YouTube is an important part of this strategy for us presently and does not seem to be slowing down.

How does FJ work with its list of professional players through YouTube?

PO’H - Again, it’s social media platforms rather than YouTube that provide us with the most effective methods of interacting with Tour professionals. Social media provides a fantastic source of immediate golf news but also gives an incredible insight into the life of the best players in the world.

These channels allow us to connect with our players like never before, whether that be with product launches or simply through a brand association. If golfers are doing something that will appeal and excite other golfers then we want to be associated with them whenever possible. www.pga.info

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enquiries@ducadelcosma.co.uk Tel: 01564 711623 The PGA Professional | April 2018 View the complete range at www.ducadelcosma.com

25

W P G A

Fazio Foothills

Texas scramble O

pportunity knocks for five WPGA Members to play in the inaugural Women’s PGA Cup, writes Adrian Milledge

WPGA Members will have the opportunity to represent Great Britain and Ireland on the international stage next year thanks to an idea put forward by The PGA. The idea, the equivalent of a PGA Cup for female professionals, was aired during last year’s PGA Cup match at Foxhills by the Association’s chief executive, Robert Maxfield.

However, unlike the men’s biennial match, which is contested by Great Britain and Ireland and the USA, it will be a multi-national event.

In addition to the USA and Great Britain & Ireland, teams from Australia, Canada, Netherlands and Sweden have tentatively agreed to take part in the inaugural event at Barton Creek, Texas, in October 2019.

It will be staged on the Fazio Foothills Course and each team will comprise five players who are PGA Members and working actively in the golfing industry. Countries also have to nominate a captain, who can be involved in a playing or non-playing capacity.

The match itself will be played to a strokeplay format over 54-holes with the three lowest scores counting; the winning country will be determined by the lowest combined three-round total.

Commenting on his idea becoming reality, Robert Maxfield said: “We are excited about the prospect of sending a team to compete against their PGA counterparts from around the globe in the Women’s PGA Cup. “I first suggested this idea to the PGA of

26

America during last year’s PGA Cup matches at Foxhills and I have subsequently gained the support of other PGAs. “I am delighted the idea has now come to fruition and we will be playing our first Women’s PGA Cup next year.

“Providing Members with playing opportunities is very important and this new event demonstrates our commitment to grow and develop the women’s game.

“It will also enable WPGA Members to compete at the very highest level on the international stage.

“Representing your country is up there with one of the highest honours so I would encourage WPGA Members to enter the qualifying competitions to be in with a chance of playing in America next year.”

Qualification for the five-strong team is set to be determined by performances at the 2018 and 2019 Titleist & FootJoy Women’s PGA Professional Championship, which this year takes place at Trentham Golf Club, Staffordshire, on June 1.

Alison Nicholas, the defending champion and US Women’s Open winner in 1997, is likely to be among the front-runners for selection, as is Suzanne Dickens.

The pair played together in the foursomes competition prior to the WPGA AGM at Copt Heath last month and showed early signs of form by winning the event.

Dickens, who won the WPGA Professional

Suzanne Dickens

Championship in 2014 and was runner up following a play-off two years later, is delighted by an international addition to the calendar and enthused by the prospect of trying to qualify for the team.

“We’ve been talking about this for a while and it’s great the idea has finally come to fruition,” said Dickens, a former member of the Ladies European Tour and a PGA pro based at Thorpe Wood Golf Course, Peterborough.

“It’s great for women’s golf and I’m keen to take part. In fact, you try and stop me trying to qualify for the team!

“Making the team is a huge incentive and given us all something extra to play for, www.pga.info

W P G A

Hazel Kavanagh

especially in the Titleist & FootJoy Women’s PGA Professional Championship.”

Dickens did not play in the tournament last year as helping to look after her father who was suffering from terminal cancer took precedence.

However, in tandem with her amateur partner Anne Curwen, she finished second in the WPGA Lombard Trophy final at Pestana Vila Sol in Portugal.

“Playing in that was a fabulous experience and I’ll definitely enter the event again this year,” she continued.

“But I was very rusty as I’d hardly played at all for 18 months. I’m determined to make up for lost time this season – when the weather improves, that is.

“I’m planning to play in the WPGA One Day Series and some regional pro-ams.

“Above all I want to get some points on the board at Trentham in the Titleist & FootJoy Women’s PGA Professional Championship.”

Like Dickens, Hazel Kavanagah, a fellow WPGA Member, has played on the Ladies European Tour.

By contrast, her experience of the Titleist and FootJoy Women’s PGA Championship is non-existent.

However, given that participation in this and next year’s Championship could be the key to representing Great Britain and Ireland in the Women’s PGA Cup, that is set to change.

“I haven’t played in the event before,” admitted Kavanagh, the winner of the Irish

Club Professional Championship in 2014 who made the cut in last year’s Titleist and FootJoy PGA professional Championship at Luttrellstown Castle.

“But I will now if that’s the way to qualify for the Women’s PGA Cup team. I know all about the men’s PGA Cup and the fact there’s going to be a women’s one next year is fantastic.”

Kavanagh, who is based at Leopardstown Golf Club on the cusp of Dublin and qualified as a PGA Professional when she called time on her participation on the Tour in 2011, is no stranger when it comes to international competition.

“I represented Ireland at various levels when I was an amateur and loved playing for my country, she added “To represent The PGA as a member of the Great Britain and Ireland team in the Women’s PGA Cup would be a huge honour and I’d love to take part.”

Fazio Foothills

The PGA Professional

| April 2018

27

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T R A D E

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Titleist ball promotion bounces back TITLEIST is continuing to support its golf ball partners and dedicated golfers across the UK & Ireland by repeating its Loyalty Rewarded promotion.

The popular scheme will offer golfers who purchase three dozen Pro V1 or Pro V1x golf balls, one dozen free. All balls purchased will include a personalised message of the golfer’s choice as well as either their preferred standard (1-4, 5-8) or Special Play Number, (including 00 and 1-99).

Titleist is also continuing to support its retail partners with point of sale and digital marketing materials to ensure consumers are fully aware of the benefits of the campaign.

Michael Creighton, Titleist golf ball manager, said: “The promotion rewards the most loyal Pro V1 players and helps retailers generate incremental business, create the potential for repeat business and build even stronger relationships with regular customers.”

Final orders for the promotion will be taken on April 30 and a maximum of one dozen will be offered free per customer.

Checking in (from): Keith Mitchell (Golfbreaks.com), Sam Elder and Phil Craghill (GMS) and Andrew Stanley (Golfbreaks.com).

Golfbreaks.com checks in with GMS PGA Partner Golfbreaks.com has taken steps to increase its brand exposure in Scandinavia and the USA by appointing Golf Marketing Services (GMS) as its international PR agency.

Golfbreaks.com organises trips for more than 200,000 golfers annually, including groups taken by PGA pros, and wants to raise awareness of its brand, especially abroad.

GMS director Phil Craghill said: “We are thrilled and excited to be working with a company that has garnered such a wonderful reputation for service and loyalty to its customers.

“We are looking forward to working closely with the company to help it achieve their goals.”

Keith Mitchell, Golfbreaks.com chief marketing officer, added: “We will be celebrating our 20th anniversary this year and our aspirations have never been higher.

“Partnering with such an experienced PR agency as GMS will help drive us forward in 2018.

“The relationship will also help us to realise our ambitions in many areas and develop the brand and products on a global scale, particularly in the US and Scandinavia.”

Huxley’s help for heroes PGA Official Suppliers Huxley Golf has completed its third project for Help for Heroes: a large putting green at the charity’s Northern Recovery Centre at Phoenix House in Catterick Garrison, North Yorkshire.

The project follows two similar ones for the charity’s Recovery Centres at Tedworth House, Wiltshire and at Chavasse VC House, Essex.

The new facility will be used by short stay, day visitors and guests to Phoenix House who take part in activities and courses to help them get back out doing what they enjoy most.

The six-hole kidney-shaped putting green measures approximately 76 square yards in total and was created using the market-leading Huxley Golf Premier Nylon Putting Turf.

The PGA Professional

| April 2018

A 35mm fringe surround was laid using Huxley Golf Leisure Turf to complete the project.

Commenting on the installation, Paul Chester, Huxley Golf general manager, said: “This was an interesting project in terms of its design.

“The original idea was to position the new putting green on a hilly grassed area but, working in partnership with the management team, we concluded the site was too steep.

“Our solution was to convert a disused bowls court. The result not only looks fantastic but importantly, it is easy for all visitors to access, regardless of injury.

“We’re extremely proud to have created a golf facility at three out of four Help for Heroes Recovery Centres.”

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Ground force gurus opt for Optimum

Brooks maintains TGI family connection MICHAEL BROOKS, the head PGA Professional at Malton & Norton Golf Club, Yorkshire, has been appointed TGI Golf Partnership chairman.

Brooks, a former Walker Cup player, succeeds Clitheroe’s Paul McEvoy whose three year tenure came to an end in February.

His name is synonymous with the group and club professionals.

His father, Andrew, was a PGA pro, most notably at Carluke and Royal St George’s Golf Clubs. He was also one of the founding Partners of the forerunner to TGI Golf, Tartan Golf in 1984.

“Dad and I were in each other’s pockets from very early on,” Michael Brooks recalled.

“I travelled everywhere with him and learnt a lot from him about being a PGA Professional, both on and off the course.”

Brooks has been involved with TGI Golf since taking on his first PGA pro job at Castletown Golf Club, before becoming a full Partner when he took on the role at Malton & Norton in 2008.

He joined the TGI Golf board in 2013 and says he learned a lot from previous chairmen Paul McEvoy and Gordon Stewart (Cawder Golf Club).

“I’m looking forward to continuing the great work Paul and Gordon have done before me,” he added.

“It is vitally important we continue with the high quality work the group has been doing.

“I am especially looking forward to working closely with the TGI Golf staff and seeing first-hand the tremendous effort they put in day-in, day-out to help the group’s Partners to run their businesses.”

TGI Golf Partnership managing director, Eddie Reid, added: “Michael has added real value since coming onto the board.

“From a group perspective it is wonderful to welcome a chairman whose father was one of the founders of the original group.

“Michael has grown up under the umbrella of the Partnership and has seen the positive impact it has had on both his and his father’s businesses.” tgigolf.com 30

BODITRAK, an industry leader in pressure sensors and ground force mechanics, has appointed Optimum Golf Technologies, the company that represents market-leading launch monitor Foresight, as its exclusive distributor in the UK and Ireland.

The Canadian company is a market leader in force and pressure-sensors in the golf market offering portable, affordable, indoor/outdoor technology that allows users to create a solid foundation for their golf swing.

Through an IOS app, BODITRAK offers fully integrated video and data-based performance analysis to help teaching professionals convey real time interaction with the ground before and during the golf swing.

BODITRAK’s wireless systems scan the surface of its threelayer smart fabric Vector mat or plate over a hundred times per second, demonstrating precisely how a golfer applies pressure to the ground from heel to toe and lead to trail leg.

From the resulting feedback, the golfer can be advised on the most solid set up position at address and optimise kinetic movements throughout the swing itself for more consistent, accurate and powerful shots.

Optimum Golf Technologies (OGT) is based in Guildford, Surrey, and has been operating since 2010 supplying, installing and supporting the leading technologies across the golf industry.

“We’ve appointed Optimum Golf because it has a very strong track record in supplying the golf industry with advanced game-changing technology,” said John Thorp, BODITRAK’s president.

Commenting on the new appointment, OGT director Edward Doling said: “As a leading-edge sports technology company that shares our enthusiasm for providing insightful real-time data to make a genuine difference to teaching lessons and performance levels, BODITRAK is a great addition to our portfolio. The fact that it can be operated so easily indoors or outdoors means that there is great potential for the full range of versatile BODITRAK products in this market and beyond.” www.boditraksports.com www.pga.info

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Golfbidder extends PGA Partnership Golfbidder, the pioneering and market-leading online specialist in buying and selling used golf clubs, has continued its long relationship with The PGA by extending its partnership status until 2021.

The Surrey-based company was founded by Liam Robb, a financial journalist and keen golfer in 1997, and began life as Mashie Niblicks operating from a small shop in south west London.

Now, with Robb at the helm as managing director, it has become a multi-million pound operation that employs more than 40 and is synonymous with buying and selling used golf clubs across the UK and Europe.

More than 700 UK-based PGA Professionals, reassured by the sophisticated software that guarantees a price on used clubs, use the facility annually when their clients change or upgrade their equipment.

Integral to the firm’s success has been its rigorous counterfeit screening processes, and the introduction of new technologies such as its proprietary stock trading systems which its staff, including a team of PGA Professionals, employ to check the authenticity of all traded clubs.

Golfbidder was also one of the first in the industry to recognise the power of the digital age and social media: its Facebook page has more than 35,000 likes and its YouTube channel in excess of six million views.

Commenting on extending its status as a PGA Partner, Robb

said: “Having been a Partner of the PGA continuously for the past 15 years, we are delighted to be able to continue the agreement for another three.

“We very much look forward to continuing to work with Robert Maxfield and the great team at The Liam Robb PGA and see this is an exciting time to extend the Partnership.

“We are particularly excited about the forthcoming launch of the new Golfbidder Professional website which, among other things, will provide the 1,000+ club pros we deal with throughout the UK and Europe with new online tools to allow them to manage their second-hand inventory more efficiently.”

Ross Parker, head of sponsorship at The PGA, added: “We are delighted Golfbidder has agreed to extend its relationship with us.

“Golfbidder recently celebrated it 20-year anniversary and we have been working with them for the majority of that period. The company offers a great service to PGA Members and we are looking forward to working with them long into the future.”

Bell in tune with the Golf Foundation positive attitude and, not least, her clear love of the THE GOLF FOUNDATION has strengthened game and her connection to family golfing values. its campaign to ensure its support of young people “Our aim is to maintain the current number of through golf can be increased by appointing core funders and increase the level of voluntary former professional golfer Vanessa Bell head of fundraising. With our ambitious targets to fundraising. increase the number of young people who get the Bell played professional tour golf in the USA opportunity to ‘Start, Learn and Stay’ in the sport, and Europe after attending a golf scholarship at this is the right time to employ a specialist and the University of Alabama and is an experienced communicate our strategy with the many people fundraiser. who would like to support the next generation of Her charity fundraising activity has included Vanessa Bell young golfers.” work at Ipswich School, the University of East Bell added: “I am delighted to be starting this Anglia, Lapwing Suffolk and East Anglia’s new role with the Golf Foundation at a very exciting time in its Children’s Hospices. growth as a charity.

The role with the Golf Foundation is a new one and Brendon “I’m now looking forward to showing both potential and Pyle, the charity’s chief executive, confirmed: “Vanessa is actually existing supporters, from the individual golfer to the largest our first head of fundraising. international company, that the Golf Foundation offers “We had some excellent candidates but Vanessa really did something really special for youngsters.” stand out with her knowledge and experience in fundraising, her The PGA Professional

| April 2018

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PING raises the technology bar THE 2018 AUTUMN/WINTER performance apparel range from PING is the PGA Partner’s most technologically advanced men’s and ladies’ collection to date.

Focusing on helping golfers to play their best, PING has engineered a highly technical range, which combines proprietary sensor platform fabrics and industry leading apparel technology.

Detailed craftsmanship throughout delivers a clean, refined and contemporary range, offering the golfer unrivalled quality, style and performance on and off the course.

Due to unprecedented success last year, PING has expanded its partnership with market-leading performance insulation brand PrimaLoft® to create a range of premium, high-

performance garments.

Engineered to play, key products in the collection feature PrimaLoft® Silver Insulation Active. Millions of air pockets trap body heat in cold conditions and a permanent water-resistant technology means warmth, even when wet. Paired with a highly breathable outer fabric, this allows excess heat and moisture vapour to escape for maximum comfort during the round.

For the first time in golf apparel, PING utilises the new PrimaLoft® Performance Fabric Energy Series. This combines proprietary PrimaLoft® technology with soft, flexible fibre blends to provide the highest level of stretch and recovery.

Range highlights include:

NORSE PRIMALOFT® ZONED JACKET The eye-catching Norse PrimaLoft® Zoned Jacket has been engineered for core warmth and wind protection, ensuring the golfer stays warm and comfortable on the course through the changing seasons.

Insulated with PrimaLoft® Silver Insulation Active, lightweight and made from 100 per cent polyester, it features stretch outer fabric, core warmth without bulk, a double-ended zip design and is highly breathable, windproof and water resistant.

NORSE PRIMALOFT® FLEECE Utilising a new fabric technology for golf apparel, the Norse PrimaLoft® Fleece is engineered from the recently introduced PrimaLoft® Performance Fabric Energy Series. Made from 85 per cent polyester and 15 per cent elastane and designed specially to move and retain shape throughout the golf swing, the fleece delivers exceptional comfort and performance in a mid-layer. It features four-way stretch for maximum freedom of movement, superior warmth without bulk, two front pockets and is engineered for exceptional comfort and performance

NORSE PRIMALOFT® JACKET Following the overwhelming success last year, the Norse PrimaLoft® Jacket returns for a second season.

Engineered and fully insulated with PrimaLoft® Silver Insulation Active, the jacket features superior warmth without weight, is made from 100 per cent polyester stretch fabric throughout that provides maximum freedom of movement, quilted front design, two front pockets and is lightweight, highly breathable, water resistant and windproof.

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Ladies’ Highlights OSLO PRIMALOFT® JACKET & VEST II Insulated with PrimaLoft® Silver Insulation Active, the lightweight Oslo jacket and vest, which are both made from 100 per cent polyester, are functional and fashionable garments, engineered for warmth and playability without bulk. The breathable, water-resistant jacket is produced using stretch fabric and features a quilted design to the front and two zipped pockets. The equally stylish, lightweight, zoned vest is engineered for core warmth and wind protection. www.pga.info

T R A D E

RUMI FLEECE The water-resistant 100 per cent polyester Rumi fleece features a stylish shaped collar and excellent warmth in a unique, heathered design, offering a functional mid-layer with an elegant aesthetic, wearable both on and off the course.

METTE JACKET The new Mette 100 per cent polyester stretch waterproof jacket is fully seamsealed and features a zip-off detachable hood to offer female golfers a stylish outer layer for all occasions.

Engineered with windproof properties and produced with a three-year waterproof guarantee, the jacket provides fashionable, yet functional protection against adverse conditions.

ELKA FLOURISH PRINT TOP The bold, threequarter sleeve Elka top is one of three garments featured in the new flourish print range. Also available in the Coralia polo shirt and Allium skort, the flourish print is inspired by winter blooms and features all the shades from the AW18 colour palette, making it easy to coordinate with the rest of the collection to create stunning, stand-out looks. It is also lightweight and features quick dry and lightweight properties. www.ping.com The PGA Professional

| April 2018

N E W S

Lamkin adds three grips to its range Lamkin has introduced a trio of grips that showcase technology advancements in material development, Micro-Texture surface patterns and performance-enhancing shapes.

In addition, the new TS1, SONAR and Comfort PLUS grips feature Lamkin’s latest innovations designed to optimize performance, comfort and durability, while benefiting from unique characteristics appealing to a wide range of players.

The TS1 is made with new hybrid materials that are slightly softer than traditional rubbers and its functional Micro-Texture Technology optimizes torsional stability and provides outstanding control. TS1 is an excellent choice for golfers who prefer a responsive, Tour-inspired and high-performance grip.

SONAR offers both a comfortable, tacky feel with a highperformance material and a functional network of unique micro textures. A tacky and responsive feel makes it ideally suited for a wide range of players looking for a grip that feels as good as it performs.

Comfort PLUS is the perfect grip for golfers that prefer a soft and shock-absorbing feel, but want the proven durability of a traditional rubber grip. Made with the soft and durable DSX material, Comfort PLUS features a shallow Micro-Texture pattern and unique unbuffed finish to deliver a smoother surface and comfortable feel. www.lamkingrips.com

Wise move for Lynx LYNX GOLF UK has announced it has become the sole distributor of golf bag brand OUUL. Lynx knows OUUL (pronounced owl) well, having used the company to produce its new four-strong range of class-leading 2018 Prowler cart and stand bags, which all carry Lynx branding.

But Lynx owners Steve Elford and Stephanie Zinser were so impressed by the quality of the entire OUUL collection that, following discussions at the PGA Merchandise Show in Florida earlier this year, they decided to add OUUL to their 2018 Lynx Golf product range.

Now 14 OUUL men’s and ladies’ golf bags in a huge range of colour options will sit alongside Lynx’s own comprehensive bag range, including the impressive OUUL Pythonwaterproof cart and stand bags, Python Superlight cart and stand bags and Alligator PU cart and stand bags. www.Lynxgolf.co.uk 33

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FootJoy’s colourful quartet THE SPRING/SUMMER 2018 Performance Golf Apparel range from FootJoy features four new colour stories: Infuse, Venture, Revere, and Spirit, supported by a refreshed Essentials line.

The quartet offers a mix of both vibrant and classic colourways with popular items, such as the ‘Chill-Out’ layering pieces now available in 13 different options across three distinctive styles.

The latest in performance fabrics have been used to ensure that the golfer remains comfortable in a range of weather conditions and unrestricted throughout the swing.

Commenting on the range, Paul O’Hagan, FootJoy UK marketing manager, said: “We are delighted with the advancements in our Performance Golf Apparel range for 2018 from both a style and a performance perspective.

“The line truly offers something for all tastes thanks to a variety of colour combinations and cuts. Our team of FJ Tour professionals, including Rafa Cabrera-Bello, have been looking great in the new line since the start of the year so we are excited to see it available in golf shops across the country.”

REVERE Stretch Pique Flower Print - Cobalt with White & Yellow RRP: £50

INFUSE Lisle Engineered Pinstripe - White RRP: £55

SPIRIT Double Layer Knit Contrast Chill-Out – Heather Grey with Light Blue RRP: £70

VENTURE Colour Block Stretch Pique White / Red / Charcoal RRP: £50

ESSENTIALS The FJ Essentials Collection has been strengthened with the addition of several pieces, created to complement the Infuse, Venture, Revere and Spirit seasons.Given the unpredictability of UK weather, FJ has created clothing suited to the season, including the Thermolite Long Sleeved Smooth Pique Polo.

Warm enough to wear without cover on brighter days, the garment works equally well when layered below one of FJ’s midlayers to keep the golfer comfortable, no matter the temperature.

WOMEN’S – GOLFLEISURE The designs offer golfers the choice of several necklines and sleeve-lengths across the GolfLeisure range and continue to cater for women both on and off the course. The popular Full-Zip Hoody remains and complements a more considered selection of vests, Chill-Outs and waterproof outerwear than ever before.

Completing the collection is a wide choice of trousers (available in both standard and 7/8ths length), skorts and shorts. www.footjoy.co.uk

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www.pga.info

T I T L E

Teaching professional, this is how close you are to setting up a fully automated system for your bookings and payments.

To know more visit birdietimepro.com

The PGA Professional

| April 2018

www.birdietimepro.com

Ž PGA is a registered trademark of 35 The Professional Golfers’ Association Limited

R E T A I L

W A T C H

Why stock turn matters

U

ltimately, retail is a moneymaking business, and focussing efforts on what will give you the greatest margins and maximum return on investment is key. Turning over stock can help.

An understanding of stock turn, and putting good stock management into practice should be top of your priorities. It’s fundamental to good retail, and not just in the golf industry.

INCREASED STOCK TURN = INCREASED PROFITABILITY Stock turnover is a simple ratio you can use to ensure you are managing your shop’s stock well. But why? And should you care?

“Yes, it’s really something you should understand, and care about”, says Mark Hopkins, sales manager at Crossover Technologies, who visits PGA pros around the country each week.

“If you’re a stock-based business, managing stock efficiently is crucial to your profit and success. Knowing your stock turn ratio will give you an idea of your businesses efficiency.

“To determine your shop’s stock turn, you look at how many times during the year you sell and replace (turnover) your stock.

It’s an indicator of how fast the stock sells on average and ultimately, how healthy your business is.”

IS THERE A MAGIC NUMBER? Stock turn analysis is based on the year’sworth of sales. Stock ratio varies by industry and it’s good to keep an eye on how other golf shops are performing in your area. In the UK golf industry, we’d expect a good retail business to want to work towards turning over (selling) stock items three to four times each year but this does vary by category.

Custom-fits might have stock turnover of six or seven, and other items would be lower than three.

The higher the stock turnover, the more 36

the stock is replaced, which means the pro shop is more efficient. But it’s a balancing act: if stock turn is too high, it might indicate you aren’t carrying enough stock. If you buy in a golf bag and it takes a year to sell, it has a stock turn of one. If you’d sold that golf bag within a short space of time (say, three months), and made 30 per cent profit, you could have reinvested that, and bought another golf bag … and sold that, reinvested the profits ... sold again, reinvested the profits. Do that four times a year across your product range, and you’ll be running a good business.

Products sitting on shelves is money tied-up. Old stock becomes costly and you don’t want to be left with a lot of merchandise at the end of the season, that you have to knock down in price to sell.

Andy Goodridge, PGA AA Professional and founder of Bury Golf Range, Bury St Edmunds, Suffolk, has recently celebrated 25 years in business. He used to run two driving ranges side by side: both with retail shops on site.

“With multiple shops it was easy to lose track of stock coming in and out”, says Andy who, a few years ago, accumulated £160,000 of stock. “I sold one of the ranges, and managed to reduce my stock hold to £40,000.

“More stock can mean more sales but having lots of stock doesn’t mean you’ll still have everything your customers want. It’s better to hold less stock, but offer a fast, flexible service. We now do regular stock takes and find we’re managing the whole business better.”

Successful stock control is about managing the balance between the right amount of merchandise and profitable customer demand. Too little stock could mean you are unable to respond quickly to customer requests, leading to missed sales or unhappy members. However, over-stocking could lead to lower stock turn and will limit your cash flow.

KEEP STOCK TURNING Keep your stock turn levels high by running sales reports by product line on a weekly basis; work with suppliers to deliver fewer items more frequently; cancel pre-books if the initial orders aren’t selling; hold flash sales to keep older stock turning over and free up cash.

For great retail practice, know your stock turn ratio and use that to make better buying, and business, decisions in the future.

Mark Hopkins

Specifically designed for golf retailers, XPOS is a point of sale system, helping you to reduce stock, improve margins, and be a better retailer. www.crossovertec.co.uk

www.pga.info

R E T A I L

W A T C H

A budget makes business sense

T

his

month

the

experts

at

Crossover Technologies look at why creating a budget can lead

to more business and why 80 per cent of PGA Professionals are missing out

Like most pros, David Fulcher, PGA Professional at Edgbaston Golf Club, and owner of David Fulcher Golf, had never managed a pro shop before he became head pro.

“I had limited experience of running a retail business,” he explains. “So, before taking the leap, I did my homework and quickly realised I needed a plan for my sales, a plan for my stock for the year ahead, and even a plan for the next five years.”

Around 80 per cent of pro shops do not create an annual sales budget, so David’s story is unusual. And, when asked, many pros don’t appreciate why it’s so important.

“We are now into our third year of our business plan,” David adds.” We’ve grown our turnover two-and-a-half times and significantly increased our gross profits. A plan for sales and stock is vital: you can’t do business without it.”

SHOP FOCUS FOR SHARP PROFITS It’s natural to focus on what you know, and the part of the business you’re most comfortable with, such as sales, or golf lessons. But this approach can lead to you spending less time in the shop; investing less; and making less money.

SAMPLE SALES REPORT Getting to grips with simple sales figures, such as what you’re selling every month, will get you thinking. A good EPOS system will tell you what you need to know. Compare your current figures to the same time last year and use it as a benchmark to make better buying decisions.

Dean Vannet is head PGA Professional The PGA Professional

| April 2018

and director of golf at Banchory Golf Club in Scotland.

Dean has financial responsibility for both the club and the pro shop. He says: “Years ago, I would have said I was trained in golf, greeting and dealing with members, taking lessons, etcetera. I wasn’t adept at running a shop, or budgeting. We used to buy in what we thought we’d need, and take a punt that it would sell.

But with new technology now, there’s great information at our finger tips and we have the chance to run great businesses.”

Dean insists data is critical, “As a pro, you’re busy dealing with customers and giving lessons, so it’s easy to lose track. But getting into a habit of looking at your sales sheets each week will pay dividends. I always look back at the winners and losers. I use my EPOS system to look at the sales by month and I then break it down by products and

Joshua Harvey and David Fulcher

suppliers.”

It’s a myth that putting a budget together is stressful. In fact, it’s meant to help you to manage your business, and take some of the stress away. Keep it simple at first. Just look at what you do every month, how much you make, and aim to make five per cent more than the previous month.

It can be as simple as that and could revolutionise your business.

Crossover’s XPOS system gives you all the numbers you need to create an annual budget sheet, and can help to improve your margins year on year

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E Q U I P M E N T

R

Trolley lolly

enting out electric golf trolleys can be a fertile source of income for PGA pros but two of the major brands, PowaKaddy and Motocaddy, differ as to the sophistication of the models they supply for the rental market. Adrian Milledge investigates.

David Catford has good cause to subscribe to the view that life can be full of surprises.

Catford is the CEO of PowaKaddy, the market-leading electric golf trolley company and PGA Official Supplier, and it’s fair to say the success of two of its most recent models caught him on the hop.

Not that he ever doubted the quality of the C2 compact trolley and FW7s GPS that were launched last year.

That the former was the fastest selling electric trolley in the last four years and demand for the latter, a product Catford thought would appeal to a niche market, exceeded supply, were beyond his wildest expectations.

Which is perhaps why he should not have been surprised at the reaction to his decision to upgrade all PowaKaddy rental trolleys and equip them with a GPS device.

Jamie Cundy, director of golf at Calderfields Golf Club

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“We used to rent out the entry level trolley with basic stop, start,” he explains.

“There were no bells and whistles. But this year, and much to the misgivings of my sales team, we decided not to offer the entry level trolley for rental.

“Instead we’re offering an FW5s GPS which is a dumbed-down version of the top of the range one. It gives the distance to the front, centre and back of the green but it does not include things like hazards, measuring your drive and putting your score in, which means pros can still sell course planners.

“The thinking was that pros could earn a higher rental fee because the trolley has got this extra capability which makes it more attractive to members and guests.

“The offer is more attractive and pros should also be able to sell the consumer version off the back of them.

“Much to our sales team’s surprise and, up to point ours, the pros have gone along with it.

“As a result rentals are 75 per cent up on the previous model last year – some of that is organic growth but I think the pros have really bought into the concept.”

Gleneagles, The Grove and eight of the 10 Open Championship venues have all bought into the concept and their support is indicative of PowaKaddy’s reputation for reliable and innovative products.

“Prestigious places are good for flagwaving but for pros it’s about the benefits they can have,” Catford adds.

“We describe rental trolleys as the ultimate cash machines as a pro at a standard golf club can cover the cost of a trolley in eight weeks.

After that it’s all profit, which can add up to a huge amount over a season.”

Come the end of the year, the pros can sell the trolleys on and recoup their initial investment, which is a huge plus point for Jamie Cundy, the director of golf at Calderfields Golf Club in the West Midlands.

“We have no trouble selling them on, there’s a big demand for them,” says Cundy, a PGA Fellow Professional who has bought five FW5s GPS for the forthcoming season.

“There’s also a big rental demand for them,” he adds, his comments endorsed by the fact that two of the shiny new quintet were in use on a cold and damp Thursday morning last month.

“But perhaps the biggest positive is that golfers who rent a trolley and see what they can do often go on and buy one. That happens a lot.”

Meanwhile, Motocaddy, the other big player in the electric trolley market place with more than 700 clubs in the UK and Ireland using the brand’s rental model, concur that the cost of buying a rental fleet www.pga.info

E Q U I P M E N T

PK FW5s GPS Kevin Kenny, golf operations manager at Trump International Golf Links

can be recouped in two months.

“The initial outlay on a Motocaddy rental fleet is normally fully recovered within six to eight weeks,” confirms Neil Parker, Motocaddy sales director.

“The fleet is very reliable, so the pro won’t have to worry about the breakdowns or additional technology failing and eroding rental income. Plus the fleet is never out of warranty if sold on every 12 months.”

The reference to ‘additional technology failing’ flags up the caution Motocaddy harbours regarding investing in GPSenabled trolleys that are more expensive than standard stop and start models.

“Pro shops need to be cautious about investing in more expensive rental trolleys, because they may not be able to charge the higher rental fee that would be needed to recover the greater outlay and restore profitability,” Parker adds.

“More than 70 per cent of golfers in the UK and Ireland already have their own Distance Measuring Device and won’t be willing to pay more to rent a GPS-enabled trolley.

“So pro shops need to be very careful to avoid eroding their profitability by overinvesting in rental trolleys, then not being able to command a higher rental fee.

“The key to having a profitable rental fleet is a minimum outlay and

maximum return and a Motocaddy S1 fleet will do just that without any risk involved.”

Pros who buy Motocaddy trolleys to rent can, like their counterparts who opt for PowaKaddy models, recoup the initial cost by selling them on at the end of the season.

However, again Parker expresses a caveat in respect of selling on ex-rental GPS models.

“If the demand isn’t there to sell on exrental fleets and the pro isn’t convinced members or visitors will pay the increased fee to take one out on the course, then they should be wary of making a commitment to GPS models,” he counsels.

One pro who is committed to nonGPS rental trolleys is Kevin Kenny, golf operations manager at the prestigious Trump International Golf Links in Doonbeg, Ireland.

He is more than satisfied a standard Motocaddy fleet offers golfers plenty of benefits out on the

course and adds: “I’ve had a non-GPS Motocaddy rental fleet for more than seven years and don’t feel the need to change.

“I upgrade every year to the latest rental model and it serves members and visiting golfers as I’d expect from such a reliable brand.”

Motocaddy rental trolley

The PGA Professional

| April 2018

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E Q U I P M E N T

Compact PowaKaddy passes the screen test POWAKADDY has followed last year’s successful launch of the Compact C2 by taking the compact-folding electric trolley sector onto the next level by introducing the Compact C2i.

Boasting the market-leader’s popular Simple2-FoldTM mechanism, the Compact C2i features a 2.8” mid-size full colour widescreen that gives golfers a stunning visual display.

In addition to its compact-folding mechanism, which enables it to be set up and packed away in just two simple folds, the Compact C2i offers a host of other features, not least a three-year warranty.

A USB charging port facilitates the charging of GPS devices and smartphones; a special compartment for balls, tees and pencils sits conveniently above the trolley handle for easy access; and an integrated scorecard holder and a soft touch handle can adjust to three different positions to fit the height of the golfer’s hand.

PowaKaddy is a PGA Official Supplier and, as part of its comprehensive range for

2018, the new Compact C2i will also boast a number of the brand’s leading technologies, including low-profile PowaFrame®chassis and sleek Plug ‘n’ Play™ battery system which avoids any fiddly wires or connectors.

The Compact C2i is powered by PowaKaddy’s innovative Lithium battery – with 18 and 36 hole options both backed by full five-year warranties. PowaKaddy Lithium offers the thinnest, lightest and most powerful Lithium option on the market, whilst an integrated Battery Management System protects the life of the battery and provides up to five times longer lifespan than lead acid equivalents.

The Compact C2 has been the fastest selling electric trolley launched in the last four years and, commenting on the launch of its younger sibling, PowaKaddy CEO David Catford, said: “We have been overwhelmed by the popularity of the Compact C2.

“So it was really important the product remained a prominent part

of our range this year. But by introducing a larger, full colour widescreen display, the C2i offers golfers the classiest compact-folding trolley around – not to mention the easiest to fold and unfold.

“The Compact C2i is also incredibly easy to move around thanks to an integrated carry handle, whilst it fits neatly into the smaller car boots you see these days.

“The new screen adds another dimension and offers a classier look for the golfer.” www.powakaddy.com

Golfstream’s feature-packed Vision THE NEW VISION electric trolley from Golfstream is packed with features that belie its affordable price.

Features that are entirely unique to the Vison include: a revolutionary caddy white screen which enables the screen to be read in even the brightest sunlight; a simple, one-touch, easy fold mechanism that makes opening and closing the trolley a simple manoeuvre; and super slick, high grip tyres that will last up to five times longer than those fitted to other trolleys. These tyres are attached to a non-clogging front wheel and the main ones can be removed easily for cleaning and servicing.

The new Vision also comes with one of the UK’s bestselling 18-hole lithium batteries – the CaddyCell LifePO4 with USB - which sits in a sleek power platform conveniently designed to take all other popular batteries.

And, as with all Golfstream trolleys, the golf bag is held firmly in place by using the side arms as opposed to being balanced on the central spine.

In addition, the speed can be set in 0.5mph increments to match the user’s walking pace and the Vision can be programmed for left or right hand operation.

Finally, the main caddy white screen can be easily 40

personalised with a golfer’s name and, for total customisation, there is a choice of five colours in the soon to be announced accessories range.

The Golfstream Vision comes with a two year parts and labour guarantee. RRP £449. www.golfstream.co.uk

www.pga.info

E Q U I P M E N T

Motocaddy’s hands-on CUBE gets GPS upgrade MOTOCADDY has equipped its latest manual model with CONNECT GPS technology to create the ultimate feature-packed push trolley.

Based on the popular CUBE model launched five months ago, the new CUBE CONNECT push trolley is the first of its kind and follows last year’s successful introduction of the S5 CONNECT Smart Cart electric trolley and free GPS partner app.

The CUBE CONNECT provides the same distance data and optional smartphone alerts as the powered trolley version on the S5 CONNECT and S5 CONNECT DHC models via a smart display screen above its soft-touch handle. When synced to the Motocaddy GPS app via a Bluetooth connection on any compatible smartphone, it can be pre-set to receive notifications alerting golfers to a missed call, text, email or range of app alerts, including WhatsApp and Facebook. The smartphone can remain connected, even when securely placed in a golf bag.

In a ground-breaking move in the push trolley sector, the digital display also acts as a conventional GPS device – providing front, middle and back distances to the green for more than 40,000 courses worldwide, plus shot measurements, clock and round timer – all of which can be controlled directly from the trolley handle. Powered by a Motocaddy long-life battery, the high-tech CONNECT smart display screen can be tilted up and down for multi-angle visibility in any light on the easy-push, height adjustable ergonomic handle.

“Since its launch last year, the CUBE has been our top-selling push trolley, so to combine it with the S5 CONNECT and expand our GPS range is something we think golfers will be really excited about,” said Motocaddy’s managing director, Tony Webb.

“We pride ourselves on producing innovative products for the trolley market that help drive more sales. The CUBE CONNECT is another revolutionary model featuring ‘Smart’ technology that we’re confident will be a huge hit with golfers looking for an ultra-modern, gadget-packed push trolley.”

Along with its innovative ‘Smart’ technology, the compact-folding CUBE CONNECT boasts a number of performance-enhancing features, including the simple two-step assembly system that results in it reducing in size to fit into the smallest of car boots.

It also incorporates a foot-operated parking brake; quick-release friction-free oversized wheels; a folding lock; adjustable bag supports and the brand’s innovative EASILOCK™ bag-to-trolley connection system that, found on all Motocaddy trolleys, removes the need for a lower bag strap.

In addition, the CUBE CONNECT features a number of handy storage options, including an under-handle net; integrated accessory compartment; and holes for carrying tees and balls.

Motocaddy now has its biggest-ever push trolley range, that also includes the easy to manoeuvre P360 featuring a 360° rotating front wheel allowing the trolley to access even the tightest of spaces; the top-selling compact-folding CUBE; the fastfolding and lightweight P1, that can be folded up or down in one simple step; and the ever-popular S1 Lite incorporating the exclusive QUIKFOLD mechanism. The CUBE CONNECT is available in a graphite frame with blue trim. RRP £219.99. www.motocaddy.com The PGA Professional

| April 2018

Golfstream celebrates decade of progress KENT-BASED GOLFSTREAM, the company that began life offering spare parts for electric golf trolleys, is celebrating its 10th anniversary.

Since those early days operating from a small office in Canterbury, Golfstream has seen its product and customer base grow to the point where it is now the largest independent supplier of trolley spares and accessories in Europe.

Following a move to a 10,000-square foot warehouse in Ramsgate, which is packed with more than 100,000 trolley parts and accessories, Golfstream now handles in excess of 20,000 customer orders annually.

Golfstream’s managing director, Derek Richford, said: “I think that 10 years is a suitable milestone to look back on what we have achieved so far and also to look forward to the challenges that lie ahead.

“We’ve come a long way since our first days in Canterbury and I believe it’s our passion for customer service and attention to detail that has built a trade and consumer fan base both at home and abroad.

“We are now the largest independent supplier of trolley spares and accessories in Europe - not bad when you consider our humble beginnings.”

In addition to its trolley parts operation, Golfstream’s CaddyCell battery business has also enjoyed huge growth in recent years, with demand from all over Europe increasing for its high-tech LiFePO4 lithium batteries.

Designed to work with any brand of golf trolley, they also have applications in a wide variety of other outdoor leisure activity markets, including camping, fishing and festival-going.

More than 75 per cent lighter than a standard lead acid battery, the CaddyCell LiFePO4 weighs just 2.1kg, but still delivers the power to drive an electric trolley through 18 holes of golf.

Boasting a high specific energy capacity and superior thermal and chemical stability, CaddyCell batteries are also the smallest on the market, while its USB connectivity makes it ideal for charging electrical devices such as mobile phones, laptops and lights when users are away from mains power sources.

“The lithium battery market and the electric trolley market shows little signs of slowing down,” added Richford. “That is enabling us to be more creative with our offering for 2018.

“We’ll be making some significant product announcements very shortly that will set the company’s stall out for the next ten years and beyond.”

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T I T L E

EXPERIENCE TURKEY Antalya Golf Club

The PGA has partnered with official travel partners Golfbreaks.com to stage the PGA Overseas Pro-Am at the PGA National Turkey Antalya Golf Club from November 16 - 20, 2018.

Eligibility • Open to all PGA Members inc. overseas plus PGA Europro Tour members • Open to all amateurs with active competition handicap • Handicap limits - Men 28; Ladies, 36 Accommodation & Golf • Four nights accommodation, all-inclusive five-star Sirene Belek Hotel • Practice round • Two rounds of tournament golf at Antalya Golf Club (PGA National Turkey) • Halfway refreshments on 10th tee • Range balls included Transport • Transfers included to and from Antalya Airport Professional Prizefund • £7,000 based on 20 teams • Excellent amateur prizes Functions • Welcome cocktails • Welcome dinner • Gala dinner and presentation

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Partner

Cost:

£660* per amateur PGA Professional goes free

(flights NOT included, but can be arranged separately via Golfbreaks.com) *Based on shared occupancy Single room supplement

To book or for more information contact the Golfbreaks.com Golf Pro Travel Team at 01753 752 880 or email golfpro@golfbreaks.com

www.pga.info

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B U S I N E S S

Planning and running the perfect coaching break T his month the Golf Pro Travel team at PGA Travel Partners Golfbreaks.com gave us an in-depth Q&A session on how to successfully plan and market your next members’ group trip.

WHAT ARE THE KEY INGREDIENTS FOR SUCCESS? Planning and preparation are key to the success of any trip you run. Just throwing a trip out there to your membership without researching what type, where they like to travel and their budget is a sure-fire way to fail. There are key aspects you need to get right to ensure you fill your trip almost as soon as you advertise it. You will find that if you put the time in to plan before the trip, your members will be clambering over themselves to come away with you on the next one.

1

Are they looking for a coaching element during the trip?

You can determine this by asking a number of your members or clients that you currently coach. Would they be interested in a coaching break abroad in the sun to kick start their season? They may have already expressed an interest to you in going away on trip of this type, particularly if they have heard of other pros at local clubs doing a similar thing. This is a great way to coach your members in the sun and earn in excess of £1000 for a short trip away.

2

WHAT TYPE OF TRIP SHOULD I RUN? This is probably the most important question you should ask yourself at the start of this process. It will help determine a number of factors further down the line such as venue, group size and when to travel. Firstly, you need to find out what your clients or members are looking for from a golf holiday.

The PGA Professional

| April 2018

Are they looking for an escorted golf trip?

In basic terms, your members are not interested in any form of coaching but would like you to organise their group golf holiday and play golf with them. This is the simplest form of taking a group away as you don’t have to worry about setting up a coaching itinerary. Most pros will run a fun competition with the group over the

duration of the trip putting up a couple of prizes from the shop.

3

Are they looking for a competitive element?

There are two ways in which you can provide your group with competitive golf.

The first would be one of the PGA overseas Pro-Ams. These are a series of great events at some of the best courses and resorts in the world. Perfect for you and your team to pit yourselves against other competitors in a fun & friendly environment.

The other scenario that is becoming increasingly popular is running a trip alongside a fellow professional at a nearby club. You can introduce a Ryder Cup style element to your trip with the opposing clubs competing against each other over the duration of the stay. Great fun for your members and you can still add a coaching element to this type of trip if you wish.

Once you have run one of these, it generally becomes an annual event.

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4

Are they looking for a tournament experience?

You can combine this with pretty much any of the above formats or run it solely as a trip to take in one of the major tournaments in the golfing calendar. This is an excellent opportunity for you and your members or clients to experience some world class golf at some amazing venues. You can take in anything from The Masters at Augusta to the DP World Championship in Dubai. There are so many options here. Combine this with a couple of rounds of golf locally and it will without doubt be an experience your members will never forget.

WHEN IS THE BEST TIME TO TRAVEL? The best time to travel will depend on a number of factors.

• When the best time is for you to be away from your day-to-day business.

• When do your members prefer to travel?

• Your destination The most popular times to travel are September through March when demand on a pro’s time is not as high as it is in the middle of the season. The most popular months are October/November as the season is coming to an end and February/March where you can kick start the season in sunnier climes.

Once you have decided when the best time for you to be away is and when your members like to travel, you can start to look at destinations where the weather will be good and venues that can offer the facilities you need.

WHERE SHOULD I GO? Determining what type of trip you are running will help you here. If you are running a coaching break your resort requirements will be different to an escorted trip. For example, you will need to ensure there are good practice facilities for your group such as short game areas, grass ranges and a large putting green depending on your area of focus. If it is a hosted trip you are organising, you may be looking for excellent golf courses in the local vicinity and vibrant nightlife close by.

The duration of your stay will also depend 44

on the destination of your chosen venue. For example, a trip to Spain or Portugal can be as little as three nights, whereas a trip to Turkey, Cyprus or further afield will normally be a minimum of five nights.

In February’s edition we gave you a requirements check list to ensure you’re confident in exactly what you want from a venue.

Your list should include: • Purpose of your trip – coaching, escorted or tournament and what practice facilities you may need • What time of year you want to travel • Your preferred departure airport (this may restrict where you can fly into) • Ideal transfer time from airport to resort • How long you want to go for and your ideal itinerary • The number of people travelling in your group • What board basis you would prefer – B&B, Half Board or All-inclusive • How important nightlife is for your group and how close you want to be • Budget including flights

This will help you narrow down and home in on exactly what venue or resort will work perfectly for you and your group. Don’t worry if you are unsure, we are on hand every step of the way to make this process as simple and painless as possible.

HOW DO I DETERMINE MY MARK-UP? This is where you make your money. Your mark-up should be determined by what type of trip you are running and your coaching itinerary. It is very important that you don’t undervalue yourself. The biggest mistake we see here is a pro telling themselves that their members won’t pay their fee in addition to the cost of the break before they have even asked

them. As long as you provide value then your members won’t bat an eyelid at the price.

1 Coaching Dependent on how big your group is, a suggested ratio of between 1:7 and 1:11 pro to amateurs is a good guide. If you are offering structured coaching as part of your trip, then the average mark-up is around £50 per person per day. This will cover your coaching services (up to two hours of group coaching pre-round and course management whilst playing), organisation of the trip and escorting your members or clients for the duration. As you can see, even based on seven amateurs for a three-day trip, it is easy to earn in excess of £1000 for a trip like this.

2 Escorted, Competitive and Tournament This is dependent on what you feel is good value to your membership. It is harder to justify larger amounts if you are not coaching, however your fee should at least cover your cost of being away from your day job. The ratio of pro to amateurs can be slightly higher here as you don’t have to worry about providing adequate time to coach each of your members or clients.

I’VE DECIDED WHERE I WANT TO GO AND WHAT I’M GOING TO CHARGE. HOW DO I MARKET THE TRIP TO MY CLIENTS? Most of the hard work should now be done.

You’ve researched what type of trip your clients are looking for, where they like to travel and what time of year will suit yourself and your members. Providing you have researched your clients and what they are looking for in a break then the trip should sell itself. There are many effective ways to market your trip now www.pga.info

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you have all the key elements nailed down.

1 A personal invitation You should now know exactly who will be interested from the research you have undertaken. For those who have expressed an interest or you know will be interested, it should be an easy sell. Send a personal invite by email or in person detailing the itinerary for the trip and ask them if they would like to reserve a space. You should be able to fill the majority of spaces, if not all using this method. A quirky way to send this invitation is a “Save the Date” postcard. Similar to the traditional wedding style invitation, it can detail all the key elements of your trip such as dates, venue, price and the type of trip you are running. It’s definitely something that will stand out and catch your clients attention.

2 Email to your database This is fairly simple. You can send out a blanket email to your database advertising your trip. Make sure you include all the key elements such as date, venue, cost and what type of trip it is and what they can expect from it. Ensure you also add a compelling call to action and what the next steps should be if they are interested in joining you. A good way to generate urgency is to state that the trip is limited to a specific number of spaces and they are on a first come first served basis.

3 Social Media Again a great way to reach your target audience and also clients that aren’t already members or on your database from other clubs. There are many pros that take clients away whom they have never met but are keen for a coaching or escorted trip with a golf professional. This marketing channel is an easy way to widen your audience, particularly if you run a paid campaign enabling you to target a specific demographic. Also, make sure you take the time to think about who you are targeting for your trip and what social media channels they are likely to be most active on.

For example, if your target customer is 50 plus and retired they are more likely to spend their time on Facebook rather than Twitter or Instagram. If you are targeting a slightly

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younger market you may find that Twitter and Instagram are more effective channels to get your message seen.

4 Your Website Devote a page of your website to advertising your golf trips with all upcoming event details so anyone can see what trips you are offering. Or you can strategically place a banner on your home page with headline details of your trip and a call to action to contact you for further details.

5 Posters Another popular and effective way to advertise your trip is by strategically placing posters in and around your club or facility with all the key details on. As with an email, it is important to state the urgency of committing to the trip and be clear on their next steps if they are interested. You can also hand out smaller versions of your poster as a flyer on busy competition days as there are plenty of members or clients milling around the shop.

6 Competition A different way to raise awareness of your trip is to run a raffle in your shop or host a competition day with the prize being a free spot for the winner. Just make sure you cover the cost of the place and the first player on your trip is nailed on! This will cause a talking point amongst your members and a great way to generate additional interest for your trip.

WHEN SHOULD I START TO ADVERTISE MY TRIP? It’s important to give your members and clients as much time to commit as possible. If you leave it too late they may have already planned another holiday or have other commitments that can’t be re-arranged. This is one of the most common pitfalls in not getting a trip off of the ground. You’ve done all your research to ensure the trip you are offering ticks all the boxes, but for whatever reason the majority of clients that were originally interested can’t commit as they already have something planned. Leaving it to a couple of months before the planned trip date is very unlikely to work in your favour and will also mean you won’t secure the best tee

times, hotel rooms or flight prices.

As a guide the below gives you an idea of how long in advance you should plan your trip: • UK – 3 to 6 months in advance minimum.

Allow longer if you have a large group size • EU & Mid Haul – 6 to 9 months in advance minimum. Again if you have a large group size it is important to plan further in advance • Long Haul (U.S.A., South Africa, Mauritius, UAE) – 9 to 12 months in advance minimum If you are planning on running a tournament experience trip the ideal time to advertise is a year in advance, when the event is on and your members are watching it on TV. For example, if you are planning on running a trip to the Masters in 2019, the best time to capture their enthusiasm is whilst the 2018 tournament is on. It’s far easier to get them to buy in whilst they are still excited about the event than three or four months down the line. For most, it is also important to give your clients plenty of time to budget if it is a high value trip.

ONCE I HAVE COMMITMENT WHAT SHOULD I DO? It’s very easy for your clients to say that they are coming on your trip, only to drop out closer to the time when they have decided they can’t go because something else has come up. As soon as you have the commitment from your client make sure you take a deposit from them as Golfbreaks.com will also ask for this. Generally speaking, a £35 deposit per person for a UK trip, a £50 deposit per person for a European trip and a £75 deposit per person for mid and long haul trips will be required to hold a booking. Ideally you would take a larger amount than this from your clients to make sure they are serious about coming. Many pros set up a payment plan for higher end trips whereby the member commits to paying a specified amount each month into their bank account. This makes it easier for your member or client to spread the cost of the trip over a number of months and not be hit with a lump sum when the final balance is due 8-10 weeks before travel.

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

The PGA Professional

| April 2018

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Spain’s Murcia remains a firm favourite

B

y far one of the most popular areas amongst golf professionals when taking groups away is Spain’s Murcia region. Situated in the south-east of the country Murcia boasts 300 days and 3000 hours of sunshine a year and has 21 top golf courses scattered within a 30-mile radius making it the perfect destination for both coaching and escorted group trips.

GOLF The sun soaked region of Murcia is home to a number of fantastic resorts and courses such as Roda Golf and Beach Resort, only a short transfer away from Murcia Airport. The 4-star resort offers apartment style accommodation and is home to an 18-hole par 72 parkland golf course. The practice facilities include a 15 bay driving range, practice area, short game area and putting green, perfect if you are looking to run a coaching trip. The resort is also situated 1.5kms away from the vibrant town of Los Narejos with a number of bars and restaurants if you fancy a night out with your group.

If you fancy offering your group something a little more luxurious then the Mar Menor Golf Resort is only 15 minutes from Murcia Airport. The resort boasts a choice of accommodation at either the 5-star Intercontinental Hotel or the Residences at Mar Menor (apartment style accommodation). The resort has a beautiful Jack Nicklaus design 18-hole course on-site, the first of six Nicklaus design courses in the area. The Mar Menor Resort also provides an excellent base to explore the five other Nicklaus design courses on the “Nicklaus Golf Trail”, Hacienda Riquelme, El Valle, Saurines, Alhama Signature & La Torre, all within 40 minutes of the resort. The hotel has three different restaurants and is home to the Clover Irish Golf Tavern if your group fancy watching some live sport and sampling the traditional British ale and lager! If you choose to stay at The Residences you are also able to visit the hotel restaurants.

If you venture a little further, then the La Manga Club Resort is just 30 minutes away from Murcia Airport. Boasting three championship standard courses and a choice

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of accommodation at the 5-star Principe Felipe Hotel or 4-star Las Lomas Village apartments. La Manga Club Resort has over 15 bars and restaurants on-site so there is no need to leave the resort to enjoy a few drinks and some excellent food. With a host of other facilities on-site including a Wellness Centre, tennis courts and football pitches, your group will not be bored.

James Whatley, head PGA Professional & Academy Director at East Midlands Golf Academy has been travelling with groups to Spain for years. He explains why he keeps returning: “Spain is one of my favourite destinations when it comes to running coaching trips. I’ve travelled to Spain 14 times in the last ten years, it offers good consistent weather the majority of the year and isn’t too far to travel.

“One of my favourite resorts has to be Roda Golf Resort in Murcia. It’s five minutes from the airport, provides a championship course, great practice facilities, comfortable apartments and is close to a small town with numerous bars and restaurants.”

CLIMATE Murcia enjoys a typical Mediterranean climate with mild Winters (an average of 11˚C in December & January) and warm Summers (where daily maximums regularly exceed 40˚C).

The region also has very little rain, with the heaviest rainfall occurring in April and October.

This is a great all year round destination with the most popular times for pro groups to travel between September and April, avoiding the hottest Summer months but still benefitting from the average warm temperatures.

GETTING THERE The main golfing resorts and courses are easily

accessible from Murcia-San Javier Airport, with the majority only a short transfer, perfect when taking a group of members away.

Flight times from the UK are approximately 2 ½ hours and are available with airlines British Airways, EasyJet, Jet2 and Ryanair.

Flights with these airlines are available from most major UK airports including Gatwick, Stanstead, Luton, Birmingham, Manchester, Leeds-Bradford, East Midlands, Newcastle, Bristol, Bournemouth, Glasgow and Edinburgh.

It is also possible to fly into Alicante, which is situated 43 miles north of the city of Murcia and approximately 1hr to 1hr 15 minutes away from the major golfing resorts. There are more flight options here with Vueling, TUI, Thomas Cook and Flybe also offering direct flights in addition to those airlines flying to Murcia. If you are planning on flying from Liverpool or Cardiff then this is the route for you.

TOP THINGS TO DO OFF THE COURSE If your group fancies a day away from the golf course, then there is plenty to explore in the historic and cultural city of Murcia. From the historic monuments of the late 14th century Cathedral de Santa Maria and the Roman Theatre Museum to the luxurious shopping destination Calle Jabonerias. The narrow alleyways of Murcia’s old town are lined with restaurants, serving genuine Spanish Mediterranean fare and the city is renowned for its vibrant nightlife if you choose to stay into the evening.

The equally historic port town of Cartagena is a shorter drive away from most of the major golf resorts and boasts some 12 museums, 10 buildings of interest and four impressive churches as well as numerous bars and restaurants. www.pga.info

T R A V E L

Top Picks - Spain Take a look at the Top 4 Spanish Golf Pro Destinations for 2018 PGA CATALUNYA RESORT

Key facts

Situated on the Costa Brava, an hour north of Barcelona, PGA Catalunya is one of the best resorts for coaching and one of the finest golfing estates in Europe.

• Great for coaching or group leisure breaks • 10 minutes from Girona Airport • 36 holes on-site (Tour and Stadium courses) • Superb practice facilities • 20 minutes from the ancient city of Girona

Package October 2018 travel

• 4 nights B&B in the Caddy Rooms 3* and 3 rounds of golf (Tour & Stadium) • From £415 per person & Pro goes free with 7 amateurs

LA MANGA CLUB RESORT

Key facts

Located in Murcia on the Costa Calida, the world renowned La Manga Club Resort has everything you need for the perfect break away with your clients.

• Great for coaching or group leisure breaks • 30 minutes from Murcia Airport or 1 1/2 hours from Alicante Airport

Package October 2018 travel

• 54 holes on-site (North, South & West courses) • Great practice facilities • Choice of 5* hotel or 4* apartments • Over 15 restaurants and bars

• 4 nights B&B in Las Lomas Village & Spa 4* and 3 rounds of golf (North, South or West) • From £395 per person & Pro goes free with 7 amateurs

HOTEL ALMENARA

Key facts

Set in the heart of Sotogrande on the Costa del Sol, you will be spoilt for choice with the array of amazing golf courses only a stone’s throw away.

• Great for coaching or group leisure breaks • 30 minutes from Gibraltar Airport or an hour from Malaga Airport • Dave Thomas design 27-hole

Package October 2018 travel

parkland course on-site • Selection of bars & restaurants • 40 minutes from Puerto Banús Marina and 25 minutes from the coastal town of Estepona

• 4 nights B&B at the Hotel Almenara 4* and 3 rounds of golf • From £325 per person & Pro goes free with 6 amateurs (Almenara Golf Club) • Upgrade your package to play the world famous • Free use of the practice facilities for 2 hours on playing days Valderamma

ISLANTILLA GOLF RESORT HOTEL

Key facts

This 4-star resort is situated in Isla Cristina near the town of Huelva and only 50 minutes from Faro Airport. With 27 holes on-site and half board dining as standard, this excellent resort offers superb value for money.

• Great for coaching breaks • 50 minutes from Faro Airport • 27 holes on-site • Great practice facilities

Package October 2018 travel

• Selection of bars and restaurants • 800m from the beach

• 4 nights Half Board at Islantilla Golf Resort Hotel 4*and 3 days unlimited golf • From £335 per person & Pro goes free with 7 amateurs

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

The PGA Professional

| April 2018

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C O A C H I N G

O P I N I O N

Putting the golfer or coach first?

In the last two editions of the magazine, David Colclough wrote about the ‘PGA golf swing’. David referenced a version of the ‘Burgundy Manual’ written in 1992. The Burgundy Manual was very clear that how to teach was very important, more important

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perhaps than what to teach. Of course, to deliver quality coaching, both of these elements need to be effective, but should these be delivered from a coach-centred or participant-centred approach?

WHAT TO COACH The Burgundy Manual described that the teaching of golf should be done in a very specific and ordered way: explanation, demonstration and application (beginning with grip and stance). This approach puts the coach in a position where they dictate how golfers should learn, when they should be

‘‘

While a singular method employed by the coach

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T

his month’s coaching article follows on from the last two editions, and Dr Jonathan Wright, PGA golf development executive, shares some insights relating to the way in which PGA Professionals set about helping golfers with their game.

might sometimes suit a particular golfer, it cannot suit all golfers.

www.pga.info

C O A C H I N G

allowed to have certain information and that they should follow and copy the technique explained and demonstrated to them by the coach – here ‘the coach is king’. This coachcentred approach reduces the role of the coach to simply someone who passes on a particular model, one that won’t be flexible enough to meet the wants and needs of different golfers.

While a singular method employed by the coach might sometimes suit a particular golfer, it cannot suit all golfers. So, what we deliver to a golfer needs to be reflective of the personal attributes of each golfer that stands before us. But what about how to coach?

HOW TO COACH There are various methods of how to coach that might be employed. These range, at one extreme, from an autocratic approach, right through a spectrum to guided-discovery.

There has been much debate about which approach might be best. The autocratic method is seen as rather ‘old school’ – the coach passes on knowledge in a regimented way with little room for interaction and problem solving. Perhaps then, coaches should all adopt a method based on guideddiscovery where the coach simply acts as a guide, letting the golfers find their own way with a little prompting – this is seen as a much

‘‘

Coaching is a human interaction, so when

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trying to help an individual golfer, a unique approach is needed.

The PGA Professional

| April 2018

O P I N I O N

more modern and enlightened approach, but is this any better than the autocratic style?

In my opinion it isn’t.

Should a singular method of how to coach be chosen based on the coach – what the coach prefers, what the coach is ‘good’ at, or rather, should this be based on the golfer, what they want and need? Coach-centred approaches to how and what to coach assume that all pupils want to be coached in the same way – the way that the coach decides.

GOLFER-CENTRED APPROACH These days, a much more golfer-centred approach is recommended, one that from a what to coach point of view begins with the flight of the ball, not a regimented journey through grip, aim, stance etc. A participant-centred model gives allowance for the individual golfer; it requires the coach to have multiple ways and models – here, the ‘customer is king’.

Coaching is a human interaction, so when trying to help an individual golfer, a unique approach is needed. There are so many elements to be taken account of when dealing with human beings – biological: height, flexibility, physical limitations, injury etc. – psychological: mindset, attitude, motivation etc. and social: – background, life history, family etc. Many or all of these factors need to be considered when deciding how to deliver coaching.

Also, context needs to be taken account of. While in the ‘off’ season a coach may choose to use a guided-discovery approach to work on swing changes, however, in the playing season, before an important round or match, the coach may need to switch to a ‘tell’ approach in order to convey a particular message quickly. This is just an example, but the point is that the coach needs to use their

skill and knowledge, their coaching ‘toolkit’, to decide not only on a particular course of action but also how to best convey this message at that moment.

The experiences of golfers are non-linear (and therefore their requirements of a coach are unpredictable). As a consequence the coach needs to react and adjust delivery, not just continue in their preferred method and style.

This requires the coach to be highly skilled, to ‘read’ their player, to pick a method of achieving a particular outcome based on many factors. Research confirms that the quality of the coach-athlete relationship is critical to success – open and honest relationships lead to deep mutual understanding without which wants and needs cannot truly be satisfied.

WANTS AND NEEDS By taking a participant-centred approach, we can attend to the wants and needs of an individual golfer rather than the wants and needs of the coach. We can start to understand golfers’ motivations, their goals and dreams. We can help, support, develop and improve the performance of more golfers. Adaptation to the golfer is therefore of paramount importance to our coaching businesses. But it’s even more important than that - adaptation to the golfer, a participantcentred approach, is critical to the health of the game itself.

For more information and a more in depth analysis of the benefits of participant-centred coaching, see Jonathan’s chapter in the Routledge International Handbook of Golf Science https://www.routledge.com/RoutledgeInternational-Handbook-of-Golf-Science/ Toms/p/book/9781138189126

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P E R S O N A L

B R A N D

Personal Branding – Your logo is your most unique asset

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our own business logo is a statement. One that can say a lot about you and the service you offer. This month we look at how taking the time and trouble to create a logo within you own personal brand portfolio can pay dividends, writes Antje Doel.

It is possible for small businesses - without a strong network of influencers that larger corporates can call upon - to build an online presence which translates into real, offline benefits, thanks to the audience insights, brand reinforcement and sales opportunities that comes from strong personal branding – including an eye-catching logo - that’s married to engagement on social media.

However, unless you – the golf professional and small business owner - is prepared to treat the process of building up your online profile and personal brand with the time and thought it needs, it’s unlikely you will see those tangible benefits. But, as PGA Members, you do have the right to use the Crest as part of your brand. As a global organisation, the clout that comes with incorporating the PGA Crest into your personal brand is not to be underestimated – and yet, few professionals maximise its potential.

Of course, not everyone has the time or expertise to create an amazing logo, but the process can be outsourced – indeed there are companies like Yob Golf that specialise in creating personal brands and logos for golf professionals. Collaboration is key, so it is vital to find a trusted partner that understands the importance of the three main pillars of effectively building an online profile: authenticity, relevancy and consistency.

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A lot of small businesses make the mistake of choosing a logo that is a visual representation of their brand. While this isn’t necessarily wrong, a well-designed logo can do so much more for you in raising your personal

brand and elevating your business beyond the mundane.

In this article, we’ll look at some of the things a brilliant logo will do for your golfing business:

1 CREATE A CONSISTENT BRAND MESSAGE

The logo you choose is a big investment, which is why it is essential you get it right first time – a mistake will prove costly because it is a huge part of creating brand consistency. It should appear on your printed marketing materials, social media accounts, and website— not to mention on shop signage, paperwork, packaging, and promotional items.

Your logo appears everywhere where customers can interact with your brand, meaning that they start connecting all your marketing collateral in their minds.

Added to that, they will also start to associate your logo with their experiences interacting with you and your brand – whether that’s during a lesson or in the pro shop.

This—not the aesthetics—is why it’s important to have a logo that reflects your brand’s values. Customers want to know the logo that attracted them accurately portrays what you do and who you are as well as what you stand for.

2 RAISE BRAND AWARENESS

Every small business owner knows that they need to increase visibility in the public eye to succeed. Putting your logo across every single one of your marketing channels helps with this because it not only creates a strong brand message—it conveys that message to more people. The better your logo’s design, the more attention it will garner. Therefore, it’s also important to have a strong social presence. Further – when you’re giving lessons or are around the club, it is worth wearing your own merchandise with your brand logo clearly visible. You could go even further and give every new client a t-shirt with your logo emblazoned on it, spreading your brand even further.

After all, we all know that the average adult is inundated with thousands of brand messages every day. Many of the logos we see, we either ignore or store in our brains subconsciously. However, a fabulous logo will pique interest and get your brand noticed and pushed to the forefront of people’s minds.

www.pga.info

P E R S O N A L

B R A N D

3 CONNECT WITH YOUR TARGET AUDIENCE

An eye-catching logo that’s well designed will be especially effective at raising brand awareness among your target audience, because it will be made to appeal specifically to them. Experienced logo designers will tell you that every element of the design has a psychological impact on consumers that can make them feel positive toward your brand.

Equally, a badly designed logo with the wrong elements will turn them off completely.

For example, research suggests – and good logo designers know – that women prefer tints – or colours with white added, instead of shades where black is added to the colour that men tend to prefer. Thus, if your target audience was largely male, then your designer would opt for shaded colours. However, if your audience is both male and female, the design and the colours used need to speak to both parties.

4 UTILISING THE PGA CREST

As a member of the PGA, you have the right to use the Crest in your marketing collateral and to promote yourself. However, very few professionals seem to utilise this. The Crest can play a big part in building trust among your target audience – they will see it as a kind of quality assurance. The PGA is a globally recognised and respected organisation that promotes integrity and excellence, so it would be a mistake not to incorporate the Crest into your website and social media channels; hard and soft marketing materials. We will be looking at how you can further harness the PGA brand to help your personal brand in a separate article later in the year.

5 RETURN ON INVESTMENT

If you get your consistency, brand awareness and logo right, as well as appealing to your target audience, you will see a significant return on investment (ROI). You should see sales in the pro shop increase and lesson bookings too.

In the end, almost 90 per cent of customer buying decisions are made on an emotional level.

Your logo is the first visual customers will see, so it’s the leader in creating the emotions that will motivate people to buy from you or to book a lesson. That’s why it’s critical to get something so small so right.

JOHN DOE PGA MEMBER

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C LU B H E A D S

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GRIPS

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SHAFTS

C E L E B R A T I N G

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TOOLS

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M AC H I N E RY

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TRAINING

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Y E A R S

E U R O P E ’ S O N LY D E D I C AT E D C O M P O N E N T S U P P L I E R

1978

2018

UK FREEPHONE: 0800 083 7388 • +44 1903 726999 • sales@diamondgolf.co.uk

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M A R K E T I N G

Planning an effective marketing campaign – what you need to know

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s a golf professional, marketing your products and services is an essential part of running your small business, but identifying effective ways to run successful marketing campaigns can be tricky. Antje Doel looks at some of the ‘musts’.

When planning an effective marketing campaign, it’s not always obvious whether you should plump for online promotion, traditional print ads, social media, word of mouth or a mixture of all of them.

What is vital though, is to analyse your customer base (first make sure you read our article on GDPR on pages 56-57!) – you need to get as much detail about your clients as possible. Look back through your records and see who, what and how they have bought from you – is it always direct from the shop or online? The same goes for lessons – look at who is booking, how they are (phone, email, in person or via website) and any other information that might be useful to consider when you’re thinking about your next campaign.

UNDERSTAND YOUR CUSTOMERS – PROFILE THEM Customer personas are a great way to define your audience in terms of demographics, responsibilities, and interests. Done correctly, a customer persona will take on a life of its own and give you a target. Plus, these personas can be used to segment your list and better personalise your sales and marketing messages.

When you’re creating customer personas, it’s important to consider the sales funnel. All your clients and customers are different and will need a slightly different, tailored message. You don’t want to push your message too soon – or too late. When you know your audience, it’s much easier to create targeted, relevant and valuable content.

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| April 2018

KEEP DATA UP-TO-DATE In addition to creating your personas, you should get into the habit of cleaning your database. Some people only do it annually, but that’s not enough. If you have been neglecting your data, then your whole marketing strategy could be ineffective.

As many as 75 per cent of companies say that inaccurate or out-of-date data is impacting their business. Go through it monthly and take out any that aren’t relevant anymore – email bounce-backs etc. Data is important because a successful marketing campaign relies on datadriven decision making, so if your data is dodgy, then your decision-making is likely to be too.

FOCUS ON GREAT CONTENT Unfortunately, a sales pitch disguised as content won’t cut the mustard, so you need to think about how you’re going to reach your audience at the most personal level.

You need to show them that you care about what they want and what they need.

So, perhaps instead of pushing your products, focus more on providing valuable insights and information – add some humour too – customers like to be entertained. It’s much more effective than the hard sell and you will then guide the client to the sale or booking.

TIMING IS EVERYTHING As with most things, timing is everything – it’s so important to plan your marketing campaigns well in advance and if you’ve gone to the expense of getting marketing

materials made up, make sure you test them early on a small mixed group to see if they’re effective. It could even lead to extra sales ahead of the planned campaign.

KNOW YOUR OBJECTIVE Before planning your next campaign, you need to establish what you want out of it – on occasion, you might want to try something completely new, other times you might want to just get rid of some old stock. Nonetheless, whatever you want to achieve, remember everything you undertake should grow your business and see an increment of sales.

CHOOSE YOUR CHANNELS If you’re planning to go down the multichannel route – which is recommended – then your approach needs to be consistent – it’s the only way your marketing campaign will prove a success. You must ensure that any taglines, descriptions, logos and promises made match across all mediums. This builds trust and will lead to long-term relationships and return sales – the holy grail of marketing.

Modern marketing methods still allows for the issuing of the odd press release. It’s best not to flood your local news desk, but if you have something exciting to talk about – like a promotional event or a new and innovative product, it’s worth pitching it to local media. If it’s well written and not salesy, it might get picked up, meaning your business gains publicity for free.

Continued on page 54 53

M A R K E T I N G

ENGAGING EMAILS Email marketing is problematic for small business owners. Even if you have great content, there’s no guarantee that it will be opened. There are, however, ways to improve audience engagement, open rates and conversions.

First, make sure your emails are coming from a recognisable sender name, preferably a business address – see the article in February’s edition for tips on how to do this.

Then you need to think of a catchy, clickable headline. It needs to entice the reader to open the email and read on.

Hopefully, the recipient has opened your email – but on which device? In this age of multi-device tech, it’s vital your email is optimized for viewing on mobile, tablet and computer. As well as being catchy, it needs to appeal visually too. And don’t forget an unmistakable call-to-action. Everyone needs a little push to get them to do what you want.

SOCIAL MEDIA ADVERTISING We’ve touched on social media before, but it’s important to note that as platform algorithms evolve, it’s getting harder to gain

traction organically, so it is time to explore paid advertisements and boosted posts – if you want to remain at the forefront of people’s minds. Paid advertising revenue is already in the billions of pounds – and will increase year-on-year from hereon in.

Statistically, three quarters of business to consumer companies are now factoring promoted posts into their marketing spend – you should too – in this instance, the size of your business doesn’t matter. Most people using promoted posts are reporting increasing success and so, this method of marketing can’t be ignored.

Further, while written content on social is still acceptable, visual content is what’s getting everyone excited – remember the human brain processes images 60 times more quickly than words. Video and images are the way of the marketing world these days and so it’s time to harness its power and use this tool to engage with your audience.

Luckily, golf is a very visual sport, so it won’t be too difficult to do.

REVIEW YOUR RESULTS It is always prudent to review the past efforts of your successes and failures so that you get

proper insights into your strengths – every campaign you undertake will teach you something new and will get an insight into your strength. For example, a product-based approach will not always prove fruitful - it may be that a gimmicky campaign could work better. Most importantly, it’s about getting people to talk about you, your products and services.

SUMMARY Remember to make the most of every customer interaction, identify warm leads and put sales-ready leads on the fast track to conversion, by following up quickly and efficiently. And of course, you need to know how effective your campaign has been – there are stacks of free online analysis tools to help you track your campaign and how it is working.

These efficient tools collect websites and forums in a single dashboard view, enabling you to see whether your campaign is being talked about. Of course, you’ll be able to track things organically too – through the increase in pro-shop sales and lesson bookings, but online tracking is necessary to help with planning your next attack.

Get it done 1. Analyse your customer data 2. Create customer personas 3. Monthly data cleaning 4. Think about the goals for your next campaign 5. Check out social media ads 6. Check your email marketing – is it optimised?

7. Investigate free online tracking tools

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www.pga.info

The PGA Professional

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G D P R

Time for a database deep clean – by order T o spring clean or not to spring clean. That is the choice facing many, if not all PGA pros, before the season gets under way.

Does the pro shop need a makeover? The stock room a tidy-up?

Reams of paperwork put into some semblance of order? Questions, questions. Decisions, decisions.

For any pro holding data on any European citizen, however, there is nothing to debate: a mandatory modification of data processes must be done by May 25. That’s the date when the European Union’s General Data Protection Regulation (GDPR) becomes law.

For any pro thinking this chore can be avoided because it’s a European Union edict and Brexit is just round the corner, forget it.

The Data Protection Bill of 2017 has seen to that.

GDPR will focus on how individuals, public bodies and businesses process and handle customer information. There will be fresh rights for people to access information held about them, obligations around data management and a new system for fines.

Both personal data such as information that can be used to identify a person, including email addresses and photographs, and more sensitive information - political or religious views - are covered by GDPR. As a result any pro holding data on an EU citizen, albeit on a spreadsheet, computer, card filing system or back of an envelope, must comply with the new regulations. In short, this data must be managed properly and protected.

Leave a list of members that features even just one personal detail where it can be seen by others, then the law is being broken.

However, because the business activities of PGA pros are so diverse – there were more than 50 different roles undertaken by them at the last count – there is no one-size-fits-all solution to complying with GDPR. But there is some basic advice that is relevant.

TRANSPARENCY Ensuring those people you process or retain data on know, understand and agree to what it is being used for.

OPTIONS Individuals must be given the choice to make decisions about their data and give consent as to how it’s used. People must be able to identify who the data controller is, what is being done with their data and also how they can change their mind about how it is processed.

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Some practical steps you can take include: • Carry out an assessment of the data you hold. Have an understanding of where your individual risks are and put measures in place to mitigate those risks. Ensure you are able to answer the following: - The identity of the data controller (in many cases this will be the golf club or business) - What data you need - Why you need it - What you do with it - How long you need to keep it for • Publish this information to those you hold data for (in the form of a privacy notice) and communicate within the publication the rights of the data subject (to include how they may view the data you hold on them, what they can do if they feel it is incorrect and how they can raise a complaint – include details of the Information Commissioners Office) • Ensure all computer software, including anti-virus software, is up to date • Consider introducing a password manager which will allow you to keep all your log-in details in one place • Make more use of the Blind Carbon Copy (BCC) function when circulating small group emails. This hides all the email addresses and helps to prevent computer virus and malware accessing them to re-circulate. For large scale email campaigns an appropriate email campaign system should be considered.

• Always offer an unsubscribe service to your customers. Depending on the software you use, this can be automatic or added manually.

We are mindful scaremongering and myths have surfaced with the introduction of the legislation. The best way to address these and equip yourself with the knowledge you need as an individual is to visit the Information Commissioners Website www.ico.org. uk - you will find a wealth of information as well as helplines and email support. If you visit the site and click on ‘Getting Ready for the GDPR Resources’ there is information for small organisations/ businesses which includes a dedicated advice line.

• It is important to note this article is aimed at providing basic awareness only for Members. You should seek specialised advice where required.

SECURITY Although GDPR does not set out standards, appropriate security and confidentiality measures should be in place to protect unauthorised access. Regular assessment, testing and improvement should be carried out and evidenced. www.pga.info

G D P R

Collectors’ items and distribution

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GA Professionals who send out newsletters to their clients or club’s members will fall foul of the new regulations if they have not followed appropriate processes to collect the data.

This scenario has not escaped the attention of TGI, a leading golf retail services group that has 500 PGA Professionals as Partners and is instrumental in helping them with marketing and publicising their services, primarily electronically.

To that end, TGI has charged its head of communications, Matt Millard, with guiding the group’s Partners through the process.

Millard, who conducted a seminar on the subject during TGI’s annual conference at the five-star Fairmont St Andrews hotel in February, said: “GDPR will have a major impact on PGA Professionals particularly from a marketing point of view.

“Many PGA pros will have obtained database records from their clubs over the years but with the stricter regulations, databases will need much closer management.

“Therefore, the training and advice we have been giving our Partners is for them to assess their approach to databases.

“This could be seen as a real chore but, on

The PGA Professional

| April 2018

a positive note, we view it as a great way for our Partners to give their databases a thorough overhaul and make sure the communications they are sending out are to a receptive and engaged audience.”

TGI Partners all have similar roles so the advice imparted by Millard covers most of the bases as far as they are concerned.

By contrast, because the jobs and positions undertaken by PGA pros can be diverse and varied – there were more than 50 at the last count – there is no one-size-fits-all solution to complying with GDPR. There is some basic advice, however, that is relevant.

“PGA Members should have a basic understanding of data protection and where their individual risks are,” says Andy Wright, PGA head of governance.

“It’s doubtful many individual Members would be registered with the Information Commissioner, nor is it required now or when the legislation changes.

“You should ensure that your computer software is up to date and that you have antivirus software that is current.

“You might also want to consider a password manager such as Dashlane or LastPass, which

Matt Millard

are available online. Password managers allow you to keep all your log-in details in one place with secure passwords and can be linked with your browsers to automatically save new sites.

“I anticipate most of the data members hold will be contact details for individuals they do business with and this will be in the form of mailing lists or similar.

“There is no issue with collecting or holding this information but following simple rules should be considered such as using the Blind Carbon Copy (BCC) function when circulating group emails. This function should not be used for huge email campaigns though, an email system like MailChimp is a more appropriate solution.

“The BCC function has the benefit of hiding all the email addresses and helps to prevent computer viruses and malware accessing them to re-circulate. Always offer an un-subscribe service to your customers.

Depending on the software you use, this can be automatic or added manually.”

Finally, lots of myths have surfaced with the introduction of the legislation and the best way to address these and equip yourself with the knowledge you need as an individual is to visit the Information Commissioners Website www.ico.org.uk There is a wealth of information with regards to GDPR as well as helplines and email support.

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A D V E R T O R I A L

Get your business prepared for the 2018 golf season F irst Data are The PGA’s Official Supplier for credit and debit card payment solutions & securely power more than 3,000 transactions per second for more than six million business locations around the world, writes Russell Jones, General Manager, First Data UK. The high street is a fierce battleground these days; with digital-first businesses like Amazon trying to diversify to bricks and mortar, while other well-known retail brands are looking to significantly reduce their high street presence in a bid to keep from going under. It is no wonder, then, that the retail industry is a topic on everyone’s lips this year.

Recently, the UK retail industry suffered its weakest postChristmas trading period in four years according to the CBI (Confederation of British Industry). Therefore, it is crucial that golf retailers get prepared for the upcoming new season now in order to survive in this increasingly unpredictable industry.

Here are some of the ways you can get ahead, protect your business and better serve your customers in 2018 and beyond.

PERSONALISE THE EXPERIENCE

The big brand retailers may have the competitive edge on small businesses, but creating a personalised shopping experience certainly isn’t one of them. There are a number of advantages to this, and customer satisfaction and consequently your company’s growth is the main one. Being a specialist golf retailer enables you to create a shopping experience like no other for your customers. Payment is a vital element to this too - let them pay how they want to, whether that be chip-and-pin, contactless or swipe. Customer convenience should be a number one priority, have you thought about offering a loyalty scheme to keep existing customers coming back?

Where small business owners might have previously looked up to big retailers, it is now becoming apparent that shoppers are looking for something more unique. As long as UK SMEs learn to adapt by using technology to their advantage, and invest that newly freed-up time and effort into getting to know the customer, there is no reason why your business won’t flourish in 2018.

GET TO KNOW YOUR CUSTOMER Getting to know your clientele is crucial to long-term retention, and the best way to do that is by taking note of what it is they like, and what it is they don’t. Collecting data on the sales you make might seem like a no-brainer, but in actual fact it could be the tipping point on which your customer continues to shop with you because you’ve continued to stock the golf clubs and kit they love and restocked the shelves so they aren’t disappointed whenever they come in store. It’s also possible to track your customer’s golf experience as selling lessons is a big revenue generator and tracking a customer’s progress enables you to upsell every time they come in store to purchase product.

KEEP IT SIMPLE Anyone who has ever worked in the retail industry will have come across monotonous and needlessly timeconsuming tasks at one point or another! From managing your employees to your inventory, there is pretty much always an app for that, and when combined with the right payment system, this could save you valuable hours and effort that could otherwise be reinvested into other areas of the business. Utilise the technology out there to help you to manage and sell off end of season stock, and create new sales and promotions for the coming season, simply and efficiently.

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First Data already deliver significant savings for hundreds of PGA members and associated clubs across the UK. To find out more, simply contact First Data on 0330 123 1241 quoting ‘PGA’ and one of their business consultants will be happy to help.

www.pga.info

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Speak up, speak out – a positive approach to mental health

I

n March this year a major study of more than 400,000 adults in England found one in 10 had been diagnosed with depression or anxiety. The mental health charity, Mind, puts the figure much higher, stating one in four people will experience a mental health issue each year, with one in six having common symptoms, such as anxiety or depression, in any given week.

Despite the fact that mental health affects the lives of so many people, there has traditionally been a massive stigma attached to it. Over the years many people who need help and support have stayed silent, through fear of prejudice or discrimination and, as a consequence, families have been destroyed and lives ended. Thank goodness that is all changing.

More than ever before, support for those who need it is there and a number of high profile campaigns have been launched, encouraging people to feel comfortable with their everyday mental well-being and, most important, be prepared to talk about it.

Andrew Jensen, a Canadian golf professional, is a case in point. Following a disappointing rookie year in 2008 he was dropped by his sponsors in 2009 and suffered

two more years of injury, before retiring in 2011. In the autumn of that year he made two attempts to end his life.

In so doing he received expert counselling that not only enabled him to come to terms with his mental health issues but also make a return to the professional golf circuit, in 2013, with PGA Tour Canada.

PGA Tour Canada subsequently shared his story with a TV show and YouTube channel, and Andrew has subsequently become an Ambassador for the Bell Let’s Talk charity. He now travels the country, seeking to eliminate the mental health stigma with a wide variety of organisations and individuals.

The PGA recognises the importance of mental health and understands it is possible that many of its Members may be

experiencing, or will experience in future, similar symptoms to those listed above. The PGA is committed to providing support in this area for its Members and offers a key member benefit – access to a 24/7 service provided by Insight Healthcare. A totally confidential helpline is manned by trained counsellors who are able to provide help and advice on any matter that is causing anxiety, concern or depression. The service is also available to a Member’s close family and employees. If you feel you or someone close to you needs help, the number to call is 0333 000 2082.

The mantra, now, is to speak up and speak out if you have a mental health issue; to seek professional help where it is available and, closer to home, ask for support and advice from family and friends.

Issues that may benefit from support include: Personal issues: Trauma

Relationship difficulties

Abuse

Family problems

Pregnancy and childbirth

Bereavement

Personal development

Loss

Phobias

Coping with illness

Self-esteem

Money worries

Sexuality

Caring for others

Work-related issues: Interpersonal difficulties

Work-life balance

Change in role/responsibilities

Managing a team

Disciplinary or grievance matters

Performance management/review

Harassment or bullying

Job security

Redundancy Stress Time-management

The PGA Professional

| April 2018

High workload

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

Mars

Village Gym

Provide retail expertise to help maximise your return.

Benefit from point of sale promotions and receive guidance on how to choose an appropriate product range.

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

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

Visit www.villagegym.co.uk

PowaKaddy

BMW

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

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

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

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

SkyCaddie Heavily-discounted personal use prices start at £60+ VAT for a SkyCaddie GPS or £70+ VAT for the SkyPro. Get yourself a SkyTrak Launch Monitor and receive a free metal case and first year software saving £239.

Become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee (about £600+ VAT) on your first sale and 20% fee on any future sales.

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

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

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

Crossover Technologies Golf-specific EPOS system.

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

Contact: 01454 418 395.

Coca-Cola

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

24 hours a day, 365 days a year. Call 0330 303 1846 quoting PGA.

Public liability insurance Cover included in your subscription fee (if you are resident and working in the EU).

Contact emma.hadlow@pga.org.uk or call 01675 470 333 for your individual certificate.

For claims, contact Howden on 0121 698 8050.

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

Special packages on products and coolers For further information please contact Karen Andrews at: kareandrews@cokecce.com

VAT advice

Techniblock sun protection

PAYE/National Insurance advice

Benefit from retail exclusivity, low MOQ, small but branded counter-top display unit. Free next day delivery and extended expiry date.

Order through Tracey Parry on 07769 943 200 or email sales@techniblock.co.uk

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

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

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

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

www.pga.info

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

Call 0330 123 1241 quoting PGA.

Recruitment Services & Advertising As a commitment to creating employment and career opportunities, PGA Members are entitled to place a free recruitment advert (under 50 words) online and in print. Further, The PGA’s Business Relationship Officers (BRO’s) are here to help forge stronger links within the industry and support you in your role.

For information on the above, contact Yvonne McPhillips at: recruitment@pga.org.uk or at 01675 470 333.

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

Benefit from the best rates in the market.

Receive a five per cent commission on your booking.

For an exploratory meeting at your club please contact either Ben Foster on 07471 034 852 or Darren Bragg 07471 952 102 from the Golf Pro Travel Team, or email: golfpro@golfbreaks.com

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

We can offer PGA Members: • Free IT health check of your business • Up to three months free managed IT services when taking out a contract • Option to leave within the first three months if you change your mind.

For more information contact us on 01908 414 961, quoting PGA.

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

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

Aphrodite Hills - Holiday Residences

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

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

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

Contact Volkan Cavusoglu at: volkan.cavusoglu@sirene.com.tr

Formby Hall Golf Resort & Spa Newly refurbished, luxurious four-star accommodation from just £78 per room B&B (max. two occupants) and includes use of the upgraded pool and health club. PGA Member deals available Sunday to Thursday for business or leisure.

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

Virgin Atlantic Virgin Atlantic are delighted to offer all PGA Members discounted airfares across the whole of their network.

Destinations include Orlando, Barbados, Dubai, New York, Atlanta, Los Angeles, Hong Kong, Johannesburg and Las Vegas with many more to choose from.

Checked golf bag clearance (subject to availability).

Discounted flights are available in all three cabins, Upper Class, Premium and Economy.

For assistance with your flight or holiday enquiries, contact the dedicated Virgin Atlantic sports team at: sport@fly.virgin.com or on: 0344 209 7745, quoting PGA and your membership number.

The Open Complimentary access to the Open Championship. Access to the private, on-site PGA Member Marquee for yourself and a guest.

European Tour tickets

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

Contact: reservations@aphroditehills.com quoting: PGA Professional

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

Aphrodite Hills - Hotel

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

20% discount from package rates. www.aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional The PGA Professional

| April 2018

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V A C A N T

Account Manager

Stoke Park requires highly motivated PGA registered assistant who is enthusiastic, reliable and confident to work as part of a team in our busy golf department, 30-40 per week.

The successful applicant will be responsible for assisting and developing the daily operations of our retail and corporate sectors.

The role will also provide opportunities within Stoke Park’s Teaching Academy with great earning potential.

Must be smartly presented, well spoken with a keen interest in pushing their career forward. Personality, correct attitude and passion for golf are essential.

Start date: Early May. Please apply in writing to: HR Department, Stoke Park, Park Road, Stoke Poges, Bucks, SL2 4PG or email stokepark_careers@stokepark.com before 22 April, 2018.

Birdietime Innovations Ltd is a tech company on a mission to save golf strokes. Birdietime provides simple and easy to use booking, administration and marketing services for golf pros, clubs and academies. We are looking for an enthusiastic individual to build and manage customer relationships, work closely with our technical customer delivery team and ensure Birdietime solution is fully utilised.

Your job as a Birdietime Account Manager will include: • Building and managing a portfolio of customers - golf professionals, golf clubs and academies • Training new customers to use the Birdietime solution • Ensuring customers are utilising the solution and proactively addressing any issues as they rise • Generating sales among client accounts and ensuring sales targets are met • Identifying opportunities to grow business To succeed as an Account manager, you already have these skills: • You play, follow and love golf • Excellent communication skills - both written and oral • Customer focused mind set • Digital native with good knowledge of Google/Apple tools and apps as well as social media • Proactive approach to forward thinking If you are a great team player and would love to join us, let us know and send your email to miia@birdietime.com before applications close on April 30, 2018.

Head Professional Vacancy

Burhill Golf Club are recruiting a Head Professional responsible for promoting the game of golf through an operational structure that provides a ‘first-class’ environment for members and guests.

Burhill Golf Club is part of BGL Golf, privately owned by the Guinness family and one of the largest golf course operators in the UK, with 22 golf courses across 10 locations in England. Established in 1907, Burhill Golf Club is one of the finest golf venues in Surrey, comprising of fantastic academy facilities, custom fit studio, and two superb 18-hole golf courses - the Old course and the New course, which is a regional qualifying venue for the 2018 Open Championship.

With responsibility for the golf services team including Professionals, Retail Personnel, Course Marshalls and Range Attendants the ideal candidate would have gained management experience within a similar management role that included recruitment, appraisals, objective setting, training and development. Reporting to the General Manager the Head Professional is responsible for managing the day-to-day operations of the golf services department and all associated revenue lines including retail, lessons, equipment hire, driving range and golf courses.

Burhill GC are committed to delivering the highest quality of operating standards and excellence in every department of the club. As part of the senior management team at the club the Head Professional must engage his/her team to deliver the company values. The ideal candidate must be a highly motivated, organised and flexible individual, with at least three years’ experience managing a team of people.

The package includes a competitive basic salary, 70% lesson commission and staff uniform.

Applications together with a CV should be submitted to Ann Viney, Administrator Burhill Golf & Leisure at: a.viney@bglcompany.co.uk Closing date for applications – 13th April 2018.

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www.pga.info

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DENTON GOLF CLUB PGA PROFESSIONAL Denton Golf Club is a member’s club recognised as one of the best parkland courses in Manchester and the north west of England; situated adjacent to the A57 at its junction with the M60 and M67. These excellent transport links combined with excellent facilities make it a very popular venue.

We have an exciting opportunity for a self-motivated, pro-active PGA Professional.

Applicants must be dynamic, forward thinking and committed to ensuring their team delivers outstanding service. You will maintain a well-stocked retail outlet in the excellent premises provided. You will demonstrate and provide first-class coaching skills.

The club is committed to expanding its extensive membership and to providing the best venue for visitors and societies; you will play a significant part in this role.

You must have sound business and financial knowledge and be computer literate. You will be expected to produce a marketing strategy to promote your services and those of the club.

If you are qualified and can fulfil this self-employed role, send your C.V. and covering letter to: Mrs Sandra Marston, Honorary Secretary, Denton Golf Club, Manchester Road, Denton M34 2GG or by email to info@dentongolfclub.com Closing date is Monday 23rd April 2018.

Exciting career opportunity at Huyton & Prescot Golf Club - we are looking to recruit a PGA assistant or fully qualified professional. The position is mainly a teaching role with a fantastic earning potential. We require an ambitious individual who has a strong desire to develop the teaching service we offer. Additional shop hours will be available. Excellent communication skills including social media and an emphasis on a firstclass customer service including custom fitting and a passion for retail and merchandising. A great opportunity for the right candidate to further their career with knowledge of how a modern golf club operates and gain great experience. Please email all enquiries or CV to: secretary@huytonandprescotgolf.co.uk before April 30.

An exceptional opportunity awaits a registered PGA Assistant at The West Lancashire Golf Club, which hosts Open Qualifying and many other prestigious events. Facilities include indoor performance studio and extensive practice facilities. The successful applicant will join a vibrant professional team and will benefit from the extensive skills of the Head PGA Professional, and therefore demonstrate the drive to become a modern, proactive PGA Member. An excellent package is available for the right candidate, which includes a subsidy of PGA fees and where appropriate, help with relocation. Applications with cover letter and accompanied CV to: gavinabsongolf@hotmail.co.uk Closing date: Monday 23rd April, 2018.

The PGA Professional

| April 2018

V A C A N T CAMBRIDGE GOLF DRIVING RANGE

Require a qualified PGA Professional to provide coaching and retail solutions for a busy driving range.

We are looking for an entrepreneurial candidate to develop all areas of the business. Established 20 years, 30-bay floodlit driving range on Science Park with 1200-sq. ft. retail shop plus 135-sq. ft. indoor putting area.

The candidate will receive all coaching, retail and club repair sales. Position becomes available on 1 May 2018.

For further information please contact: john.sharkey@foremostgolf.com or call 07852 974 185.

Closing date: 30 April 2018.

eGolf Megastore is seeking a Retail Manager to oversee store operations at its on-course location at Abu Dhabi City Golf Club. You will need to maintain customer service standards, generate sales, custom fit, manage inventory and the sales team. Package includes competitive tax-free salary, target based commissions and other benefits including medical and annual return flight home. Requirements: Over two years’ retail management experience, technical skills in club repair and fitting, sound knowledge of launch monitor technology. Applicants should send their CV and covering letter to: careers@egolfoutlet.ae and can visit egolfmegastore.ae/careeropportunities for more info. Applications close: 30/04/2018.

Royal Guernsey Golf Club, founded in 1890, wishes to appoint a Club Professional. We are a private members’ club with a par 70 championship course and a playing membership of 800.

This is an exceptional opportunity for the right candidate who will be the first greeting point for members, green fee payers and guests.

Applications are invited from experienced, qualified PGA Members with a proven track record. Duties and responsibilities include: • Operate a successful retail business, providing a first -class service • Embrace current technology and provide the highest standard of golf tuition • Junior coaching and development • Ladies and gents coaching and development • Beginners sessions and get into golf programmes • First-class custom fitting and repairs • Play a key role in marketing and promotion to attract and retain members • Support the administration of golf for both members and visitors • Understand and comply with all legislative requirements associated with the role. The role reports directly to the Club Manager, who in turn reports to the Board.

Interested applicants should apply by submitting a cover letter and CV to the Club Manager, Royal Guernsey Golf Club, L’Ancresse, Vale, Guernsey, Channel Islands GY3 5BY or email: clubmanager@royalguernseygolfclub.com by April 30, 2018.

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E M P L O Y M E N T The Doctorgolf Academy at Ufford Park Woodbridge, Suffolk Fantastic opportunity for a highly-motivated teaching professional. The successful candidate will be ambitious, driven and a team player with a commitment to developing existing skills and knowledge. Large earning potential with negotiable hours in golf department while growing client list. The busy hotel, golf and leisure facility has a two-tier covered and floodlit driving range, launch monitor, classroom, two large putting greens, bunkers, pitching area, short par 30 nine-hole and full par 71 18-hole course. Apply with CV and covering letter detailing how you will develop the role to stuart.robertson1@tiscali.co.uk before 27 April.

UK & IRELAND

Supporting the relationship between PGA Professionals and the golf industry

The PGA offers a free, bespoke service designed to assist you through the recruitment process to ensure you get the right PGA Professional for your facility. The PGA has helped more than 150 golf clubs with their recruitment needs in the past two years by: • Identifying roles and responsibilities • Assisting with writing the initial advertisement • Advice on interviewing • Guidance around remuneration • Developing service level agreements / contracts • Mediation and ongoing support For more information contact Yvonne McPhillips on 01675 470 333 or at: recruitment@pga.org.uk

Chigwell Golf Club, Essex

Training applicant or registered PGA assistant required to join a young and enthusiastic team. Must have a passion for customer service and teaching and be able to work 30 hours in our professional shop. Please send CV and cover letter to: edd@romanby.com before April 30.

Exciting opportunity for training applicant or registered assistant to join our team. Successful applicant must be self-motivated and dedicated to providing first-class customer service. Excellent facilities including GC2 studio, putting studio and recently refurbished professional shop. Send CV and cover letter to Barry Middleton at: barrymiddleton@chigwellgolfclub.co.uk before April 11.

Harpenden Common Golf Club, Herts

Ultimate Golf, Walsall

Romanby Golf & Country Club, North Yorkshire

We are looking for an enthusiastic hard working lead coach to join a busy proactive club. Successful applicant should be at least in their third year of training or a fully qualified professional with experience of coaching all abilities and ages.

Email: robleonardproshop@gmail.com by April 27.

Keighley Golf Club, West Yorkshire

Seeking enthusiastic, ambitious and driven individuals who are passionate about retail and coaching. Highly desirable package available. Must have good understanding of custom fitting, club repairs, sales and first-rate level of customer service. If you’re interested in joining us, send CV and cover letter to: sales@ultimategolf.co before April 11.

Qualified or registered assistant required for busy members’ club.

Must be experienced, self-motivated, enthusiastic and embrace the potential to build and develop teaching with emphasis on junior and beginner groups. Shop hours also required with excellent customer service. IT skills essential. Apply to Andrew Rhodes at: pro@keighleygolfclub.com before April 23.

Warwickshire Golf & Country Club

South Beds Golf Club, Bedfordshire

Royal Wimbledon Golf Club, London

Senior teaching professional available, first time in 16 years. Mat rental system, keep 100% of coaching revenue. Hotel and health club on-site, in control of group lesson booking and courses.

Unlimited earning potential. Great opportunity for the right professional. Email CV to: ian@acegolfgroup.co.uk by April 12.

Training applicant or registered PGA Assistant required to join our team. Successful candidate must be motivated, have good communication skills and be committed to providing excellent customer service. Flexible shifts to allow time for coaching and playing. Send CV and cover letter to Michael Davis at: pro@southbedsgolfclub.co.uk before April 20.

Qualified or final year assistant required at very busy, prestigious private members’ club. Exceptional customer service essential with successful candidate operating within the professional shop team. Applicants must be highly motivated with knowledge of retail, custom-fitting and coaching. Email CV and cover letter to:david@rwgc.co.uk before April 15.

East Brighton Golf Club, East Sussex

Came Down Golf Club, Dorset

Assistant Professional required. Exceptional customer service and product knowledge essential. Hours and salary negotiable. 20-30 hours’ weekly shop work. Teaching facilities include full Foresight GC2 and HMT simulator. Forward CV and cover letter to Adrian Milligan at: adimillipga@gmail.com before April 11 or call on 07796 618 040 for more info.

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Position available for person wishing to enter the PGA Training Programme. 30 shop hours per week, good teaching opportunities. Ideally to start beginning of May. Training applicant preferred but registered assistant currently in training would be considered. Contact Nick via: proshop@camedowngolfclub.co.uk for further info.

Closing date: April 12.

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Thornbury Golf Centre, Bristol

Topgolf Surrey

Require two registered or qualified assistants. Two busy courses and floodlit driving range offer excellent all-year-round earning potential. Good balance of retail, teaching and custom fit on offer at first-class venue, part of the Burhill Golf & Leisure Group.

Send current CV to: j.field@thornburygc.co.uk by April 12 or call 01454 281 144.

Opportunity for recently qualified PGA Professional to join UK academy. Must be ambitious, outgoing, driven and team player.

Position includes salary with coaching; good earning potential in a rapidly growing company. For further information or to apply please contact or send CV to: andrew.agnoli@topgolf.com April 16.

Scotland for Golf, Fife

Qualified Professional or third year assistant required for fulltime golf professional position at busy golf and recreation resort.

Successful candidate will receive a strong retainer and all coaching income. Email CV to Edward Doyle at: dog2ltd@gmail.com before April 15.

Assistant or qualified PGA Professional position, commencing in April. Duties include teaching and assisting at our St Andrews Indoor Golf Centre and hosting groups on tour so relevant driving license will be required. Initial six-month position but may be extended. Applications and CV via: george@scotlandforgolf.co.uk before April 12.

Montrose Golf Links, Angus

Looking to recruit PGA assistant or training applicant for full-time professional shop role, including retail, custom fitting, repairs and coaching. Sound knowledge of IT helpful. Excellent interpersonal skills essential and delivery of exceptional customer service is priority. Send application letter and CV to: jsnboyd@aol.com before April 15.

Denham Golf Club, Buckinghamshire

Assistant professional required. Duties include teaching at all levels at great facilities with swing studio. Shop hours required.

Applicants should be pro-active with good customer service.

Apply with CV to: mark.lawrie@denhamgolfclub.co.uk before April 13.

Henstridge Golf & Leisure, Somerset

Require a coach one day a week to deliver junior and adult coaching. Applicants will be paid to coach whilst developing the wider business at the nine-hole facility with a range, putting and chipping areas. Contact Rod Crocker at: rod.i.crocker@gmail.com for full job description. Applications close: April 15.

Cuckfield Golf Centre, West Sussex

Require an enthusiastic, motivated near / qualified PGA Professional at busy centre. Varied role including coaching and retail. Excellent facilities with major investment in the near future. Enormous earning potential. CV and cover letter to: robert@cuckfieldgolf.co.uk before April 13.

Ansty Golf Centre, Warwickshire

Training applicant / registered assistant required to work 30 – 40 hours per week. Will be involved in the day-to-day running of the course and driving range. Applicants must have sales experience and excellent customer service skills. Must also be enthusiastic, well-presented and reliable. Apply to: professionalgolfshop@gmail.com before April 13.

Bovey Castle Golf Hotel, Devon

Luxury five-star hotel and spa looking for training applicant or first year registered assistant to join the golf team. Looking for enthusiastic, reliable individual who shows exceptional customer service and understands what it takes to deliver to five-star clientele. Send CV to: golf@boveycastle.com before April 16.

The PGA Professional

| April 2018

Westmanstown Golf Club, Dublin

Magnolia Park Golf & Country Club, Buckinghamshire

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

Role includes operating the shop, memberships, societies and lessons. Commission on sales and percentage split on lessons. To apply email: proshop@magnoliapark.co.uk before April 20.

Rudding Park, North Yorkshire

Fantastic opportunity for a highly-motivated teaching professional. Successful candidate will be ambitious, outgoing, driven and a team player with a commitment to developing existing skills and knowledge. Apply with cover letter and CV to craig.jones@ruddingpark.com by April 20.

Mid Herts Golf Club, Hertfordshire

An exciting opportunity available at our forward-thinking club. We are looking for an enthusiastic, hardworking professional to join our team. Successful applicant will be expected to do 25-35 hours per week shop hours and continue coaching our successful junior and ladies’ academies. Email: robleonardproshop@gmail.com by April 27.

Golftastic, Belfast

PGA Professional required to teach after school group lessons in the greater Belfast area with children aged between 6 and 10 years old. Must be available between 2pm and 4pm, Monday to Friday, during school term time. All equipment provided. Own transport essential. Please contact Chris Bell on 07796 443 148 before April 19.

Burford Golf Club, Oxfordshire

Fantastic opportunity to be part of strong expanding team, providing above-average pay with development in coaching, playing and club fitting with the best technology. Fabulous career potential for self-motivated, organised, positive assistant with the highest of standards and drive to succeed. Apply immediately to: pro@burfordgolfclub.co.uk Closing date: April 19.

Horncastle Golf Club, Lincolnshire

Two part-time PGA Professionals required to run tight 18-hole course and club. Previous experience an advantage.

Accommodation available. Duties include arranging matches, marketing bookings, data capture, pay and play customers.

Contact Rabinder on 07940 504 466 or at: rabinderkaur@gmail.com before April 20.

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Hankley Common Golf Club, Surrey

Burhill Golf Club, Surrey

Private members’ club in Farnham, host to many top golf events including the English Amateur Championship in 2019, currently seeks Golf & Membership Co-Ordinator to assist in providing a first-class experience. To apply, please email your CV and supporting statement to Alex Woodward, General Manager at: alex@hankley.co.uk before April 20.

Registered assistant required at premier 36-hole venue, flagship course of the BGL Group. Role incorporates balance of retail, lessons and custom- fitting. Offering excellent training, development and career progression, ideal candidate should be a team player with a passion to deliver excellent customer service.

Applications to a.viney@bglcompany.co.uk by April 30.

Adare Manor Golf Club, Limerick

Ufford Park Golf, Hotel & Spa, Suffolk

Golf Services Manager required, responsible for assisting our Director of Golf Operations with the day-to-day focus on golf guest service areas, as well as leading by example and taking ownership of the department. Further details and application process at adaremanor.com/careers

Assistant required. Successful candidate must be well presented, reliable and highly self-motivated to learn with ‘can-do’ attitude.

Must be computer literate with ALL social media forms. Shift patterns include evenings and weekend allowing ample time for gym, practice and playing. Send CV and cover letter to: stuart.robertson1@tiscali.co.uk by 27 April.

Weald of Kent Golf Club, Kent

Training applicant or registered assistant required at busy club and hotel. 30 hours’ shop work guaranteed with opportunity for junior coaching. Must be enthusiastic, passion for junior coaching, flexible, and work well within a team. Apply, send CV and cover letter to Matthew Turner at: matt.turner@weald-of-kent.co.uk before April 27.

Kirkby Valley Golf Club, Liverpool

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

Hillsborough Golf Club, Sheffield

Training applicant or registered assistant required. Excellent opportunity available at a well-established club with first-class facilities. Applicants must be enthusiastic and passionate about golf. Role includes shop work and fittings. Send CV and cover letter to: mark@golflessonsheffield.co.uk before April 20. american golf

We are seeking enthusiastic, ambitious and driven individuals who are passionate about retail and love golf! We are recruiting assistant managers for our Bristol, Telford and Watford stores.

If you’re interested in this position and joining Europe’s largest golf retailer visit www.americangolfcareers.co.uk for further information.

Park Wood Golf Club, Kent

Exciting youth development coach opportunity for energetic forward-thinking PGA Professional to run programme from conception. Use of simulator and equipment, access to outdoor short game area and par3 course. Family-friendly site based in Dartford. 80% income retained. Own diary/ destiny. Apply to: paul@paulpagegolf.co.uk by April 20.

Machire Golf Links, Islay

Outstanding opportunity for a motivated and enthusiastic qualified/nearly qualified PGA Professional to work at this historic links. Must display outstanding customer service skills.

Great opportunity for the right person to develop their career. To apply, send CV to: rodpark08@gmail.com by 21 April.

Stanmore & Edgware Golf Centre, London

PGA teaching professional required at busy north London range and par 3 course. Highly motivated and joining a team delivering high quality coaching. No limits to earnings if you are willing to put in the time and effort. Send CV and cover letter to: approachgolf101@btinternet.com. Closing date: 30 April.

SEEKERS Fully qualified PGA Professional looking for teaching/operations role. Has over 10 years teaching experience with overseas and resort experience. Languages include Portuguese and French.

Contact Jonathan at: johnnyarmst@hotmail.com

Looking for a highly motivated registered assistant to join our growing team. Candidates must have a passion for retail sales, coaching, playing and first class customer service. Immediate start available. Email CV and cover letter to: s.clayden@orida.co.uk

Fully qualified PGA Professional looking for teaching/operations role in either Sussex or Nottinghamshire area. Have extensive resort and marketing experience. Contact Steve at: swgolf86@gmail.com

Greenore Golf Club Club, County Louth

Experienced PGA Professional seeking new challenge. 25 years coaching experience including the UK, Australia, South East Asia, Europe. I have full Mind Factor certification and extensive experience in developing junior academies. I am trustworthy, reliable with a friendly outgoing personality. Please email: pgapro1@outlook.com

Registered assistant required for busy private members’ club in the scenic Cooley Peninsula. Must be enthusiastic with a passion for golf. Flexible working hours with great teaching and playing opportunities. Full training given by Advanced Professional.

Email CV with letter to: robert_giles1908@yahoo.com

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