The PGA Professional - April 2019

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

Volume 15 Issue 3 April 2019

A CAREER IS FOR LIFE

How successful PGA Professionals use personal development and learning

FAIRWAYS TO HEAVEN Fairway woods driving sales

PUTTING FUN BACK INTO JUNIOR COACHING

LET’S GET SERIOUS Advanced Fellow Professional Gillian Burrell on the importance of developing the women’s game

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The

Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE

CONTENTS 6

APRIL 2019

16

Editor: Jane Carter PGA News and Features: steven.carpenter@pga.org.uk Equipment and Trade Editor: Nick Bayly nick@goodenough-bayly.co.uk Contributors: Fiona Champness; Thomas Devine; Chris Knight; Andy Wright; Angela Youngman Photography: Getty Images; Tim Ralph Photography

20

Editorial assistant: Kelly Lewis Design: Barbara Stanley

45

Advertising Sales: keith.foster@pgapublishing.co.uk ben.foster@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk 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 2019 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA, the Crest and PGA Pro – the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited.

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

Registered company 02653887

35 FEATURES 16 A CAREER IS FOR LIFE To keep pace with the changing demands of their role, more PGA Professionals are turning to personal development and learning INSIDE THE PGA 5 ROBERT MAXFIELD COLUMN This month from The PGA’s Chief Executive 6 PGA NEWS A round-up of what’s happening across The PGA and its regions INTERNATIONAL 20 WORKING ABROAD Focus on the United Arab Emirates

The

Professional T H E

O F F I C I A L

P G A

M E M B E R

A CAREER IS FOR LIFE FAIRWAYS TO HEAVEN PUTTING FUN BACK INTO JUNIOR COACHING

LET’S GET SERIOUS Advanced Fellow Professional Gillian Burrell on the importance of developing the women’s game

Front cover: Gillian Burrell p55

The PGA Professional

TRADE 24 TRADE NEWS Product launches and retail news

How successful PGA Professionals use personal development and learning

53 SAFEGUARDING The SafeGolf accredited coach register and safeguarding requirements update

38 APPAREL Autumn/ Winter 2019 ranges unwrapped

PERSONAL DEVELOPMENT 55 MASTER PROFESSIONAL Q&A PGA Advanced Fellow Professional Gillian Burrell

43 RETAIL Q&A with Martin Balfour, Head PGA Professional at Donnington Valley Golf Club

GOLF CLUB MANAGEMENT 56 DYNAMIC PRICING Key tips that could significantly improve green fee income

TRAVEL 44 OFFERS Popular Portuguese resorts

MEMBERSHIP

45 DESTINATION GUIDE Top tips for trips to the Masters in 2019 47 CASE STUDY Taking groups to walk the hallowed turf at Augusta National COACHING

A G A Z I N E

Volume 15 Issue 3 April 2019

Fairway woods driving sales

22 MEMBER Q&A: Gavin Chappell Golf Manager at Al Ain Golf Club in the UAE

35 EQUIPMENT The resurgence in fairway woods sales

30 TRADE Q&A Paul Williams, TopTracer

www.facebook.com /thepga

| #makinggolfhappen

58 YOUR BENEFITS A selection of special deals and offered secured for you by The PGA RECRUITMENT 61 SITUATIONS VACANT FINAL THOUGHT

45 OPINION What is FUN in junior golf coaching?

66 EDDIE REID, TGI

51 COACHING BUSINESS A shared vision with your golf club www.linked.com/company/ professional-golfers-association

www.twitter.com /thepga

www.instagram.com /thepga

3

Business rule #1 Surround yourself with good company

Helping the golf industry do business

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

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F RO M T H E C H I E F E X E C U T I V E CO LU MN

Investing in your careers This month, Chief Executive Robert Maxfield highlights the Association’s new approach to continued learning and personal development and discusses why its important to the industry and the future of the PGA Professional to embrace the changes.

P

romoting the role of the PGA Professional to employers, delivered only courses for which there was clear demand. the industry at large, or golfers is of paramount But this approach serves neither your interests or those of importance to you in your careers and day to day roles. the industry at large. There is an increasing demand to produce But championing the PGA Professional as integral to the success a skilled workforce of PGA Professionals. Whilst more and of the industry comes with it a responsibility to produce a skilled more of you are choosing to focus on sectors of expertise such workforce, keeping pace with the changes demanded of it. as coaching, others have recognised that a well-rounded set That is a shared responsibility with an increasing of skills in all areas of the golf club business is your focus. onus on Members – whatever stage of their careers – to We are currently undertaking a full review of the content take the time and effort to develop themselves. we will be offering and the way that is delivered. The digital This month will see the graduation of more than 200 new world and development of our new website will mean that PGA Professionals at our annual ceremony at Birmingham more and more can be delivered online in an environment University. It is always a day of great pride for everyone involved, and at a time to suit your busy working lives. But we have but for these graduates it is only the start of their journey. Their also recognised that the opportunity to meet with your peers formal education may have and learn from their personal come to an end but the process experience is of increasing of personal growth through importance to personal growth in Whilst more of you are choosing career experiences or continued what can be sometimes a lonely learning has only just begun. to focus on sectors of expertise industry in which to work.

Providing and encouraging We have made the commitment such as coaching, others have personal development is at the to overhaul professional and recognised that a well-rounded personal development on the forefront of any Association dedicated to meeting its understanding that a career is set of skills in all areas of the Members’ needs now and for life. In any industry those golf club business is your focus professionals who take the time in the future. In recent months we have undertaken and effort to develop themselves a complete overhaul of what are inevitably more successful is known as our CPD education and tried to understand than those who believe the learning is complete at the end of the requirements of our Members, those fully engaging their formal education. You can make no greater investment with that process now and those who deem it simply as a than becoming better at what you do. It is an attitude that point collecting exercise to maintain their AA status. benefits you directly but your fellow Professionals and those We outlined those changes at our recent Regional meetings of the future as increasingly you are regarded as a highly and the feedback from Members was overwhelmingly positive. successful workforce, integral to the prosperity of the industry.

The current system is outdated and too geared to collecting But it is a shared responsibility and as the new points without any recognition of targeted learning or an approach takes shape, I hope it is one that you understanding of the benefits the continual development embrace at whatever stage of your careers. of skills can bring. The more skilled a person becomes, the less time it takes them to reach their career goals In the past the PGA has been guilty of not recognising that learning comes in many shapes and sizes. Some of it formal.

Some learning from one’s peers and mentors. Some from formal education. We have previously given little thought Robert Maxfield to the wide range of learning channels and subjects and Chief Executive

‘‘

‘‘

The PGA Professional

| #makinggolfhappen

5

P G A N E W S

Coaching Professionals celebrated at England Golf Awards Other awards

They’re all winners! England Golf Coach of the Year nominated Professionals help Aaron Lansberry celebrate his win.

L to r: Mark Johnson, Stuart Disney, Robert Maxfield (Chief Executive of The PGA), Aaron Lansberry and Philip Akers

AARON LANSBERRY puts the fun into golf for hundreds of youngsters – and it’s won him the coveted England Golf Coach of the Year Award, sponsored by The PGA. PGA Professional Lansberry, from Hatchford Brook Golf Centre in Birmingham, was recognised at the England Golf Awards 2019, where over 400 guests in London applauded him for the way he inspires youngsters to enjoy their golf and keep coming back for more.

The judges were bowled over by his passion for the game which creates a genuine love of golf among his hundreds of young pupils.

“His impact on growing the game goes above and beyond his role as a coach,” they said.

Lansberry, who was also a finalist in 2018, commented: “It’s lovely to win, it’s the cherry on the cake and it backs up all the hard work we do.”

He’s supported by a team of five teenage volunteers who help him deliver sessions and by his girlfriend, Kirsty Wise. In particular, she works with him on a new rewards system, which recognises both golf and life skills – and which was also a finalist for last night’s Innovation Award.

6

The youngsters are recognised with handmade badges, which they wear proudly on their golf hats. The key to Lansberry’s success is fun and he’s always searching for new games to add enjoyment to his lessons.

He trawls the internet and checks out other sports for ideas.

It’s a winning formula. One group of seven youngsters have been attending sessions since 2011 – and that’s typical. “Our retention rate is about 97 per cent,” said Lansberry, who admits that he also gets a lot from the sessions.

“It’s rewarding, it’s great. Some of those kids who’ve been coming for eight years now play for the county and at regional level. Others are just really passionate about playing, some aren’t particularly brilliant, but they just love playing golf.

“As far as I’m concerned that’s job done!

They’ve got a hobby, something they really enjoy, they’ve made some good friends and everyone is happy. I feel lucky.”

Philip Akers (The Belfry), Stuart Disney (Mendip Golf Club) and Mark Johnson (Styal Golf Club) were the runners-up.

Akers has helped introduce over 2,400

Teenage talent Conor Gough of Stoke Park Golf Club, Buckinghamshire, won the Performance of the Year Award after his stunning 2018 season when he won top British and English titles.

Ian Bonser of 3 Hammers, Staffordshire won the Lifetime Achievement Award, sponsored

by The Telegraph.

Wiltshire Golf won the County of the Year Award and Stanton-on-the-Wolds Golf Club, Nottinghamshire, won the Championship Venue of the Year accolade.

Mytime Active and its centres at Bromley and Orpington won the new Innovation Award, sponsored by Players 1st.

The Exeter Golf and Country Club in Devon won the Most Welcoming Club of the Year Award, sponsored by HowDidiDo. Mark Feeney from West Derby Golf Club in Liverpool won the Volunteer of the Year Award.

Lou McLoughlin of Bromborough Golf Club, Cheshire, became Young Ambassador of the Year, presented in association with the Golf Foundation.

newcomers to golf by developing the junior, women’s improvers and advanced sections of the academy at The Belfy.

Disney has been at Mendip for just under to years and as well as introducing a new swing studio, he has helped grow the club’s academy from a handful of juniors to over 50 members.

Despite having two kidney transplants, Johnson has raised the bar on running the junior section at Styal for more than 18 years. He inspires golfers of all ages, especially juniors, and is also a great fundraiser.

April 2019

| www.pga.info

N E W S PGA

Argentario joins the PGA family THE LUXURIOUS and picturesque Argentario Golf Resort & Spa, located in the Maremma region of Tuscany, has joined The PGA’s growing list of branded resorts as ‘PGA National Italy’.

The luxurious five-star resort offers all the old-world glamour and seductive charm of a private Tuscan hideaway with its sleek, modern design, state-of-the-art facilities and exceptional service.

Argentario Golf Club features 18 visually striking panoramic holes and has been awarded the ‘BioAgriCert’ certification for its eco-compatibility.

The course is widely regarded as one of the finest golfing destinations in Tuscany, providing golfers with spectacular views across the valley to the Tyrrhenian Sea, the Orbetello lagoon and the hills of Maremma.

Emanuele Canonica, winner of the Johnnie Walker Championship at Gleneagles in 2015, heads up the Argentario Golf Academy, which features

Argentario joins an illustrious group of PGA branded properties

the TrackMan IIIe simulator, a lastgeneration platform for the analysis of the swing and the ball’s trajectory and impact.

Argentario lines up alongside an illustrious group of PGA branded properties including Ryder Cup venues The Belfry and Gleneagles, as well as Aphrodite Hills (Cyprus) and Antalya Golf Resort (Turkey).

PGA Chief Executive, Robert Maxfield, added: “This announcement further strengthens The PGA’s reputation on the international stage. We look forward to working with the team at Argentario and promoting the fantastic resort to PGA Members and golfers around the world along with our other PGA National facilities.”

PGA Professionals bag 59club awards FOUR PGA Professionals came away

The Belfry Hotel & Resort, PGA

winners from the ninth annual 59club

National England, picked up one of the

Service Excellence Awards at St Andrews

highest prized awards of the evening after

– ‘the home of golf’.

being named the Ultimate Golf Resort

Chris Reeve, The Belfry’s Director of

and Ultimate Members’ Club alongside

Golf, was crowned UK ‘Golf Manager

Emirates Golf Club.

of the year’ based on their PGA National

Simon Wordsworth, PGA Member

Course audits.

and CEO at 59club, commented: “The

“The award recognises all the hard work that each individual has contributed

winners have all showcased the very best Chris Reeve (right) with PGA Chief Executive Robert Maxfield.

towards realising our vision for the future

client experiences possible, a trait that will consistently see them advance standards

of golf at The Belfry,” said Reeve, who was

Stephen Hubner, of Dubai Creek, was

Director of Golf at Foxhills Club & Resort in

crowned overseas Golf Manager of the Year for

Surrey before moving to The Belfry in 2017.

the second year running. Simon Howell (Forest

“The team at 59club has consistently pushed

“From the greenkeepers to the bar and kitchen

of Arden) claimed the ‘Golf Retail Manager of

the boundaries with customer service standards

staff, every member of the team is committed to

the Year’ UK award in the over £75 green fee

and thanks to our proven benchmarking tools

service excellence and does a fantastic job; they

category, while Sandy Smith (Ladybank) was

and training support, the success stories amongst

are the driving force behind our success.”

named as the under £75 recipient.

our client base continue to grow.”

The PGA Professional

| #makinggolfhappen

across the industry and ensure they stay at the forefront of the golf and hospitality industry.

7

P G A N E W S

Mannie lands Ryder Cup role JONATHAN MANNIE has become the Chairman of the Ryder Cup European Development Trust (RCEDT).

Mannie will lead the RCEDT Board of Trustees in their work supporting grass roots golf and reinvesting the profits generated by European-based Ryder Cup Matches into the growth of the game across the continent.

“I am delighted to be taking on the role of Chairman for the Trust,” said PGA Professional Mannie. “It is a real honour to be able to head up this Board of Trustees and to play our role in the development of grass roots golf.

“I have been very lucky to be close to the development of the game across Europe for a number of years and I am excited by the potential that golf has ahead of it – the RCEDT has a responsibility to support European golf and we look forward to continuing this work into the future.”

The Trust has provided support, guidance

Jonathan Mannie: “I am excited by the potential that golf has ahead of it”

and assistance to over 35 projects across over 30 countries in a range of activities and projects, such as junior and school development programmes, education

PGA Business Club launched THE PGA Business Club has been launched for people with a passion for golf to connect and engage with like-minded individuals and businesses.

Membership includes an invitation to attend four PGA Business Club events a year, all of which will provide networking opportunities with a diverse range of businesses both regionally and nationally.

Access to the PGA Members’ Marquee at The Open Championship is another benefit, along with direct contact with The PGA and its 8,000 Members across the UK and abroad.

PGA Business Club events in 2019 will include two golf days held at a high-quality venue, an informal networking lunch and a golf clinic for those new to the game to learn the fundamentals of golf.

The climax of the year for members will be The PGA 19th Hole, which could be a day at the races, a box at a Premier League game or the best seats in the house watching a rugby or cricket international.

Annual membership to The PGA Business Club is priced at £3,000 plus VAT. If you know anyone interested in joining please share the membership email businessclub@pga.org.uk and telephone number +44(0)1675 470 333.

8

delivery, coaching delivery, disability golf, health and wellbeing benefits of golf, mentoring and development consultancy and elite golf.

Century milestone for Staysure PGA Trophy CLUBS ACROSS England and Ireland are seizing the opportunity to play in the 2019 Staysure PGA Trophy with entries now exceeding last year’s total.

More than 140 clubs have entered this year’s tournament, which culminates with the Grand Final taking place at the London Golf Club from July 30-31, just days before the Staysure PGA Seniors Championship, the flag ship event on the Staysure Tour.

Charles Hine, Head of National Tournaments at The PGA, commented: “We are delighted to see entry numbers for the Staysure PGA Trophy leap past the 100 milestone, which is a significant increase from last year.

“We hope plenty more PGA Professionals will encourage their clubs to enter the tournament, which offers a prize fund of £30,000 for PGA Members.

“With the support of Staysure, we are confident this tournament can become one of the most popular proams in the country and the London Golf Club will be a fitting venue for the Grand Final showdown this July.”

To enter your club simply download an entry pack from pga.info.

April 2019

| www.pga.info

A new level of advanced services

Foremost EMP (Elite Marketing Programme) introduces extensive range of Premium services #1 in digital golf retail marketing

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

P G A N E W S

On the move…

The latest PGA Member appointments across the UK, Ireland and overseas PGA Fellow Professional Barrie Stevens has brought a teaching career spanning over three decades at Cannock’s Beau Desert Golf Club to an end. He has retired from his role as club professional of 33-years. Stevens commented: “The club had some new plans that they’ll implement over the coming years. I have long memories at the club, but now I might do a bit more teaching in Portugal where I have a place out there.”

Another experienced coach, Peter Ball, is also on the move.

The Yorkshire-based PGA Master Professional will become the new head professional at Stanedge Golf Club. Ball, 61, also leads the Sheffield Inclusive Golf Project and won the Golf Foundation’s prestigious Burroughs Award in 2017.

Steven Hunter, 51, has ended a 22-year spell at Royal Winchester Golf Club to begin a new chapter building his own Steven Hunter Golf Shop brand.

PGA Advanced Professional Matt Antell has started a new life ‘down under’ after making the decision to take his career to Australia. The 33-year-old had previously spent seven years as a golf coach at Reigate Hill Golf Club but has opted for a move to the other side of the world to become a golf professional at Royal Adelaide Golf Club.

Another PGA Member on the move to Australia is Lawrence Day. The 26-year-old leaves Royal Wimbledon Golf Club for the sunny sights of Chatswood Golf Club, just outside Sydney.

10

Prak-tis makes perfect PGA AND European Tour coach Jeremy

to perfect the path of stroke, to set up identically

Bennett has designed and created training aids

and optimally every time and to aid green read-

to help players with their long game, short game

ing. The visual template takes care of the stroke

and putting.

which is a 13˚ arc, back and through, the ball

The aid lays flat on the ground and uses

position and width of stance rules ensure the

a vertical and horizontal system to help

same set up every time. There are also two dum-

consistently guide a player into their perfect

my holes included for pace control.

set up. There are recommended distance from

The putting kit fits neatly into the large pock-

the ball ‘zones’ on the vertical rule, whilst the

et of the golf bag, whilst the set-up rules hang

ball position, width of stance and foot angles

inside.

are provided on the horizontal rule, they hang

For more information call Jeremy Bennett on 07963 453292 or visit www.prak-tis.com.

inside the bag neatly on a buckle provided.

Prak-tis putting aid has three main functions;

Tate opens Stanedge to the public PGA PROFESSIONAL Fame Tate is

represented Great Britain and Ireland

opening up opportunities for more

in The Curtis Cup in 2002 and 2004.

people to get into golf after acquiring

“We will develop a very inclusive

Stanedge Golf Club and making it

and open policy, allowing people to

open to the public.

feel welcome, comfortable and relaxed European

whilst enjoying their experience either

and Asian Tour player has taken

The

former

Ladies

on the course, in the clubhouse or

ownership of the nine-hole moorland

learning to play the game with the

course situated between Matlock and

help of our PGA professional staff.”

Chesterfield in Derbyshire.

Initiatives include a ‘Free to Learn

“We aim to make golf fun and

Golf in a Day’ programme and an

accessible at Stanedge to both visitors

‘Open Day’ this Easter, with a range of

and members alike,” said Tate, who

introductory membership offers,

Caddie School for Soldiers AS A Master PGA Professional and former

They did so under the watchful eye of

PGA in Scotland captain, David Scott is proud

Davy Gilchrist, who was twice voted Caddie

of lots of things he’s achieved in his career.

Master of the Year in Scotland during a spell

However, his latest venture is probably

at Kingsbarns.

something that has given him more satisfaction

Scott, the Director of Golf, Leuchars &

than anything that has gone before it. Scott

Estates, assisted him in the classroom and

was heavily involved in the Caddie School for

out on the course, admitting he found it an

Soldiers, a ground-breaking initiative based at

extremely rewarding experience.

The Duke’s Course in St Andrews.

“It was different to anything else I’d done in

The idea for the school was conceived by

my career, but I’d say it was probably top of the

American Don Snyder, who worked as a caddie

tree as it was spine-tingling,” he said, having

himself for two years in the St Andrews.

received full backing from Kohler Company,

Throughout February, a group of six ex-

owners The Duke’s Course, to be involved in

servicemen from the UK, America and Canada

the project. “To be able to see the guys come

were taught the art of caddying from scratch.

out of their shell and flourish was so gratifying.”

April 2019

| www.pga.info

N E W S PGA

Irish PGA Championship heading to Bunclody BUNCLODY GOLF and Fishing Club,

encourages the very best from players

situated in the breath-taking parklands

and yet at the same time urges and

in County Wexford, will host the 109th

promotes restraint.”

Irish PGA Championship.

The Irish PGA Championship remains

The course has quickly gained a

one of the world’s oldest professional

reputation as one of Ireland’s foremost

tournaments, dating back to 1907. A

parkland venues and will provide a

veritable who’s-who of legendary Irish

stern test for the 120-strong field from

golfing figures have lifted the trophy

August 19-22.

including the likes of Christy O’Connor,

PGA in Ireland Tournament Director,

Harry Bradshaw, Des Smyth and a pair

Yvonne Cassidy said: “It asks everything

of Ryder Cup captains, Paul McGinley

from the modern player, demanding

and Padraig Harrington.

resolve and determination. It entices

Last year, Simon Thornton (Tulfarris

competitors to be unwavering in their

Golf Resort) prevailed to win his second

ability to be audacious in their play,

Irish PGA Championship title at a wet

especially over the closing holes. It

and windy Galway Bay Resort.

David Morgan, 28, has been working as a golf professional at Chase Golf Club for over six years and has decided to venture out into Europe to take up a similar role at Straubing Golf Club.

Craig Waddell, 40, has left his role as Director of Golf at Trump International Golf Club for three years in Dubai to take up a similar role at Dubai Creek Golf & Yacht Club. PGA Fellow Professional Andrew Whitelaw, 48 has also left Trump International Golf Club to join Back9Solutions.

A 17-year spell at Germany’s Thermen Golf Club has come to an end for PGA Advanced Professional Philip Leech. The 57-year-old remains in Germany but has undertaken the role as golf professional at Panorama Golf Passau.

James Wake, 29, will start a fresh challenge at Easingwold Golf Club following a six-year spell as golf professional at Forest of Galtres Golf Club. Thirty-year-old Nick Marchant is moving in the other direction.

Bunclody Golf and Fishing Club will host Irish PGA Championship

Frost takes America by storm PGA PROFESSIONAL Dan Frost is seeing

at the PGA Show. “I designed the Sure-Set

his innovative training aid reach the global

to help golfers to simplify and take away the

market thanks to Revolution Golf and The

unnecessary complexity that is often the

Golf Channel.

inhibiting factor when it comes to finding your

Sure-Set is designed to make learning the

ideal swing,” explained Frost.

hardest moves in the golf swing easy. It went on

The Sure-Set’s versatility has been a big

sale just before Christmas in the USA and sold

factor in its success, as well as giving golfers

out in the first few hours of air-time.

instant feedback, it’s a brilliant warm-up tool

Frost has received industry-wide praise for

and its size and weight allow it to be easily

his innovative training aid, including being

transported, helping golfers take the ‘little and

short-listed for the New Innovation Award

often’ approach to practice.

The PGA Professional

| #makinggolfhappen

Martyn Jobling, 36, has been announced as the new Director of Golf at Linden Hall Golf & Country Club following a four-and-a-half year stint as assistant professional at Morpeth Golf Club.

After almost nine years at Ladbank Golf Club, 28-year-old Gregor Wright has moved to Murrayshall Country House as a golf professional.

A two-year stint as head teaching professional at Mill Green Golf Club has earned Andrew Simmonds a move to Worldham Golf Club at their new teaching professional.

If you would like to feature in this column, or would like to highlight a new appointment, send details to Steven.Carpenter@pga.org.uk.

11

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21/03/2019 13:09

P G A N E W S

The PGA backs Golf and Health Week THE PGA will be asking Members to

will run across digital and social

share key health-related messaged

media channels using the hashtag

and materials throughout the first

#GolfHealthWeek

ever Golf and Health Week.

content focused on highlighting the

include

The Association has pledged its

physical and mental health benefits

support towards the campaign which

of playing golf and projects being

aims to raise awareness of the health benefits of golf for people of all ages and abilities.

professionals and amateurs • Tuesday 16 April: Mental health (including dementia)

delivered by golf bodies and clubs.

Robert Maxfield, Chief Executive of The PGA, commented: “The PGA

The first ever Golf and Health

• Wednesday 17 April: Disability golf

is pleased to be supporting Golf and

Week will take place from April 15-

• Thursday 18 April: Golf for everyone

Health Week. The health benefits

19 following the Masters Tournament

– featuring various health projects

of golf have long been recognised

and will aim to encourage golfers,

(e.g. Parkinson’s, loneliness, stroke

with recent evidence suggesting

non-golfers and lapsed golfers into

and other programmes that can

those people who play golf will live

benefit health)

longer than non-golfers. That, along

taking part in the sport.

A number of health-related themes

• Friday 19 April: Club level – focus

with many other important factors

will be promoted during the week of

at golf clubs (e.g. fitness, food,

such as self-esteem, enjoyment, self-

the campaign, including:

drink, gym classes)

worth, is an important message we

• Monday

15

April:

Fitness

–

The

collaborative

campaign

Girls just want to have fun

PGA PROFESSIONALS across the UK and Ireland helped introduce more than 130 women into golf after successfully staging free taster sessions on International Women’s Golf Day. Events in Stirling (Scotland) and Wicklow (Ireland) attracted more than 40 female players, while there were also sessions held at Wenvoe Castle (Wales) and The Belfry (England).

Jonathan Wright, The PGA’s Golf Development Executive, commented: “We have identified the key elements of successful programmes and we are looking forward to delivering more sessions later in the year. We are continuing to support and provide our Members with the right tools and materials to deliver their own events too throughout 2019.” #WeLoveGolf is a golf development campaign aimed at encouraging more women, girls and families to play the game and connects them to PGA Members. All Members can take part in the campaign.

Share your success stories by emailing welovegolf@pga.org.uk 14

and

need to spread.

Terry steps in to save Rochdale course A POPULAR Rochdale golf course threatened with closure has been saved by club professional Andrew Terry.

Marland’s 18-hole golf course has been operated by Link4Life on behalf Rochdale Council for several years – but the charity said it was no longer ‘financially viable’ and council bosses said they were unable to subsidise it.

But town hall bosses offered Terry and his business partner Jackson the opportunity to run the course for the next 12 months after they cam eup with a financial rescue package.

“I’m delighted with Rochdale Council’s decision and very excited about the future at Marland Golf Course,” said PGA Professional Terry.

“We want to remove all the barriers that prevent people from getting into golf and make the sport accessible to everyone with no dress code or old-fashioned rules just a relaxed, welcoming, family friendly atmosphere where people can have fun.”

The pair are keen to involve local schools and charities, offering free membership and coaching for children, and attracting new people to the sport with beginners “Get into Golf” sessions.

April 2019

| www.pga.info

P RO F E S S I O N A L D E V E L O P M E N T   F EAT U R E

A career is for life At the recent Regional Meetings, Executive Director of Education Paul Wiseman and Head of Business and Management Mark Skinner outlined significant changes to the current Continuing Professional Development (CPD) system. This month we look at why those changes are necessary and how more and more PGA Professionals are turning to personal development and learning, formally and informally as they keep pace with the changing demands of the role.

The PGA Professional

| #makinggolfhappen

15

F E ATURE P RO F E S S I O N A L D E V E L O P M E N T

What do points really mean?

Ascertaining the ‘value’ of CPD points is incredibly difficult and there is no formula or best way to value points. It is easy for someone to attend courses and collect 100 CPD points, but the value those points hold and how the courses have helped that person become more prosperous, is difficult to distinguish. Awarding points to the members is also a huge administrative burden for the Member Education team. Often days are filled with sorting through and awarding points as opposed to focusing on and administering further opportunities for members.

There is a divide between what PGA members are doing and how they are being recognised for their efforts. Formal provisions of learning (i.e. seminars, workshops and conferences), playing tournaments and engaging in professional activities (i.e. refereeing) are currently all attributed points but informal learning activities (e.g. reading books, conversations, watching YouTube Videos) aren’t. This is an issue, especially as 96% of PGA Members, who completed the

Mark Skinner

CASE STUDY Jamie Cundy (Calderfields Golf & Country Club)

PGA Advanced Fellow Jamie Cundy undertakes up to 15 CPD courses a year and was the first PGA Member to pass the ASQ level 5 Golf Management qualification.

“Over the past 25 years I have seen the golf industry change dramatically with many different roles now available for PGA Professionals. I believe in arming myself with the best possible tools to undertake my role as a golf professional and I have dedicated my time to improving myself as a golf I decided to look at professional. my own education “I decided to look at my own education some eight years or so some eight years or ago and my first qualification I so ago and my first gained was PGA Director of Golf.

“I would undertake many qualification I gained forms of CPD courses was PGA Director throughout the year, varying from coaching and golf of Golf management and other that apply to my role as golf manager at Calderfields Golf & Country Club.

“I believe these courses have given me a broad breadth of knowledge and qualifications within the golf industry. They have also presented me with opportunities such as coaching at the last seven Open Championships and last year’s Ryder Cup at Le Golf National, Paris, which was the highlight of my coaching career.

“I would encourage all PGA Members to undertake some form of CPD. The variety of courses are second to none and I believe they have given me new skills that I us on a daily basis within my work in the golf industry.”

‘‘

‘‘

Why is the PGA making these changes?

With the current system being points based a number of PGA Professionals have often placed emphasis on working towards and collecting points to maintain their ‘AA’ status, rather than focussing on their targeted development. Whilst the current system may encourage participation in CPD, the aim of CPD is to improve the personal and professional lives of our members, not to points collect, and thus targeted development is what is needed.

Paul Wiseman

16

April 2019

| www.pga.info

P RO F E S S I O N A L D E V E L O P M E N T F EAT U R E CASE STUDY Oliver Wojciehowicz (Tee to Green Coaching) Over the past 12 months Oliver has attended no fewer than ten CPD courses, but he emphasises the importance of making the content transferable to a PGA Professional’s day-to-day life.

“Just attending for the sake of attending or to just earn the points is not enough of a reason to be there. I always find the content being delivered throughout the training to I always find the be extremely content being beneficial and current. delivered throughout “You can sense the training to be immediately that whoever is extremely beneficial presenting the content has put a and current. lot of time, effort and dedication into their findings.

Most of the time this is someone’s life work that has been researched and tested; it’s like having a lifetime of knowledge being condensed and delivered into one or two days’ training.

“I’ve been able to connect with many other fellow Pro’s throughout the CPD trainings. Being able to share insights and findings and ideas with my peers is just something you can’t get any other way than being there in person.

“I have found that the more I put in to CPD training the more I get out. Don’t be scared to share your wins and losses as the more vulnerable you are, I guarantee the more genuine connections and learnings will come your way.”

‘‘

‘‘

survey in 2016, indicated that they often took part in such informal activities. Reading a book or watching a YouTube video should not be undermined as such mediums may offer huge value to one person, more so than enrolling on a formal qualification, and should therefore be recognised.

How can we better distinguish between A/AA status?

There is a widespread misunderstanding of what the A/AA Membership status means and how it works. These terms were borne with the aim of differentiating between those who are ‘CPD Active’ and who aren’t. They have however often been confused with the APAL system and member designations, which are different.

Also, the general golfer does not appear to understand these differing terms or statuses.

The PGA Professional

| #makinggolfhappen

How many Members undertake CPD currently?

Our aim is to ensure ALL members are engaging with CPD. Currently only 43% of members engage with some form of CPD provision and 2384 members (as of October 2018) are classified as ‘AA’ Professionals. This indicates the system isn’t broken but the numbers are too low.

These numbers may be low due to a variety of factors including time, access, desire, what’s on offer and/or money. It is clear there is some cynicism towards CPD with a number of members believing that CPD is a way of the PGA earning money. This is a myth. With the exception of specialist courses The PGA subsidise the majority of all internal courses administered by the Member Education Department and work towards a cost model of break-even. All

fees for external courses are given to the presenters and venues. The PGA therefore often make a loss on CPD activity.

What proposed changes do you want implemented to the CPD system?

We are proposing to move away from a purely ‘activity-based’ and ‘points-based’ system. We also want to bring in a new system that isn’t restrictive or punitive but is supportive, motivational and recognises the needs of our members. We want to place more focus on the ‘outputs’ and value CPD has for members.

We want to ensure our members get the most out of CPD, so that they can operate at the very best level to drive the game forward. We therefore propose to remove points and allow members to 17

F E ATURE P RO F E S S I O N A L D E V E L O P M E N T have more ownership and autonomy over their development. This will be achieved by allowing them to continue to choose what they do, open up the mediums we recognise (i.e. informal learning) and allowing them to self-certify. This proposal has blossomed following 63% of members, who completed the survey, desiring self-certification processes and 96% engaging in informal learning. The Member Education department also recognise that each member is best placed to explain how their activity has impacted their professional and personal lives.

This will all be possible through the new website which will be introduced this year.

This will be slick, easy to use and mobile

compatible. Each member will have access to an online portfolio which they can build and maintain, in a non-onerous manner.

At the start of each year a member will have the opportunity to identify and record three areas of development related to their own professional or personal lives, within this portfolio. They will then have opportunity to provide evidence of the activities they’ve undertaken throughout the year to meet those areas. Those who complete their portfolio sufficiently and demonstrate how they have developed in the three areas will gain PGA ‘AA’ status.

A percentage of the portfolios will be audited to ensure the process is completed properly and to maintain the integrity of the

new system. All CPD points gained/activity that members have engaged with prior to the implementation of the new system will be logged in the new portfolio and not lost.

It is also proposed for the new system to recognise and encourage PGA members to partake in any or all of four categories of activities. These include: Formal Learning, Professional Activity, Work-Based, SelfDirected (Informal). With the help of the Business Relationship Officers and Regional Managers, we will look to organise further opportunities regionally.

We also propose to offer more online learning opportunities to assist with time and accessibility difficulties members have previously indicated.

CASE STUDY Sarah Walton (Belton Park)

18

‘‘

With technology becoming a huge part of both of [coaching and retail], I would have got left behind without keeping my knowledge up to date

‘‘

Sarah has used The PGA’s CPD offerings to progress her career having completed both the Certificate in Golf Management and the Director of Golf qualification.

“Attending a variety of CPD courses has enabled me to grow as a PGA Professional and keep up-to-date with developments in the different sectors. It has also allowed me to align myself with my golf club’s needs.

“At my current club (Belton Park), there is significantly more coaching and retail opportunities. With technology becoming a huge part of both of these areas, I would have got left behind without keeping my knowledge up to date, so I have focused on attending courses that are pertinent to these areas to help me to grow these parts of my business.

“Our industry is going through some interesting times so it is critical that we continue to improve our knowledge and skills to help us keep moving forwards and become invaluable to our golf clubs/ facilities.

“Attending CPD events isn’t just about listening to the presenter and what knowledge they can impart. It’s about having the opportunity to network with like-minded PGA Professionals who are in the same position as you. I’ve yet to attend a CPD event where I haven’t learnt something new.”

April 2019

| www.pga.info

P RO F E S S I O N A L D E V E L O P M E N T F EAT U R E CASE STUDY Alex Mollin (Jersey Golf Coaching)

Former Titleist Assistant of the Year (2014) Alex Mollin is a regular on the CPD circuit and because of her location in Jersey, she finds The PGA’s online CPD opportunities worthwhile.

“I find CPD incredibly valuable to develop as a coach and feel that it has really helped to create career opportunities that may not have otherwise been available. I endeavour to offer The PGA offers a the best service to clients and only feel that this is possible if fantastic range of I continue to learn and develop courses in a wide my own knowledge.

“I wanted to improve my variety of areas to knowledge of putting and as help with personal such completed the Putting Solutions level 1 programme and professional with Phil Kenyon. This offered development, often at insight into AimPoint and I have since become an AimPoint a nominal price.

Instructor. This is just one example of how CPD has helped within my coaching practice.

“Graduating as PGA Assistant of the Year in 2014, I quoted Winston Churchill referring to completing the PGA training programme as ‘the end of the beginning’. It offers an incredible world class introduction to such a wide range of areas within the industry.

“The industry is such a challenging environment with so many talented young pros that to remain competitive and current, all PGA Members should undertake regular further learning.

“The PGA offers a fantastic range of courses in a wide variety of areas to help with personal and professional development, often at a nominal price. Through shared learning, it is also a great way to create a network of contacts in the industry.”

‘‘

‘‘

The PGA Professional

| #makinggolfhappen

How is The PGA changing some people’s perceptions of CPD and making it more attractive to Members?

The perception of CPD is changing thanks to the increased flexibility and relevancy the new system offers our members.

Greater transparency and communication will also help to make the offering clearer and more attractive. Perceptions can only improve through a wider offering of relevant mediums for members to engage with. We will ensure that the provision covers all current and future roles expected of our members and open channels of feedback with members and industry leaders continue. We will also celebrate and recognise the success our members have through utilising CPD, to create a happier and motivational environment surrounding CPD. How will these changes be better for PGA Members?

A big part of the PGA is to ensure it does its utmost to help PGA Members meet the challenges the golf industry brings. To do this, we need to ensure that members can be kept up to date and continue to develop their expertise. These changes will offer more support to members’ development and encourage them to focus on more targeted CPD that is relevant to them. It will help them to build and access a CPD record which will assist them to complete their APAL application forms. They will also be able to use the portfolio to demonstrate their worth within the industry and to future employers. It will also offer us greater confidence in promoting PGA Members as being at the forefront of the industry with the latest skills, knowledge and expertise.

When are these changes planned to happen?

The new website is currently being built with the aim of it being introduced during the middle of this year. The changes to the Member Education system are reliant on this and are envisaged to be rolled out by October 2019.

19

I N TER NATIONAL WO R K I N G A B ROA D : U A E

Emigrate to the Emirates

With an ever-growing number of world-class golf courses, a wealthy clientele, and a generous tax-free income, the United Arab Emirates offers plenty of perks for the PGA Member willing to brave the summer heat

Dubai Hills is the latest new course to open in the United Arab Emirates

I

t will probably come as no surprise to learn that the United Arab Emirates, and its main city hubs of Dubai, Abu Dhabi and Sharjah, boasts the highest number of PGA Members of any country outside the UK and Ireland – with 126 members currently serving as assistants, head professionals, directors of golf and club managers and golf services employees across the region.

The huge growth of the UAE over the last 20 years has required a sizeable intake of skilled foreign workers to meet the specialist needs of the booming economy, no more so than in the golf industry, which has seen the number of courses grow from just a handful in the early 1990s, to the 20-plus that are open today.

Indeed, most of the UAE’s golf facilities are run and managed by former UK-based PGA professionals, many of whom have been there from the outset, while others have joined the party in the last few years, swept in by more recent wave of leisure investment.

20

According to the Emirates Golf Federation, there are currently 21 golf clubs in the UAE’s seven states. The majority of courses are located in Dubai and Abu Dhabi, but there are also courses in Ras AI Khaimah and Sharjah.

Dubai was the birthplace of golf in the UAE, and the cream of the crop for many years was the Majlis course at The Emirates Club, venue for the renowned Dubai Desert Classic, which celebrated it 30th year in 2018. Dubai Golf & Yacht Club

is also a firm favourite, with its fabulous harbour location, while Greg Norman’s Earth Course at Jumeirah Golf Estates, which opened in 2009, provides a suitably dramatically finish to the European Tour’s season-ending DP World Championship.

Abu Dhabi, Dubai’s near neighbour, and big rival, boasts a trio of top class tracks in Yas Links, Saadiyat Beach and The National (home to the Abu Dhabi Golf Championship), which have served to make the UAE’s capital a must-visit destination for any golf

Dubai Creek Golf and Yacht Club is one of over 20 top-class venues in the UAE

April 2019

| www.pga.info

WO R K I N G A B ROA D : U A E I N T ER N AT I O N A L FACT FILE WORK PERMITS/VISAS: All long-term

visitors to the UAE require a residence visa, which is typically valid for up to three years. Responsibility for visas and work permits lies with the employer, who will apply on behalf of the employee. Once in the country, you will have to undergo a medical before your employer can apply for medical insurance, as public healthcare is not free.

TRANSPORT LINKS: There are over

170 flights a week from the UK to the UEA, into Dubai, Abu Dhabi or Al Ain. Flying time is around five hours. An economy return ticket costs around £350£450, depending on the time of year.

CLIMATE: Average temperatures are 25°c in the winter (Dec-March), 30°c in spring and autumn, and 40°c+ in the summer (June-Sept). The air is dry, and rain is rare, although it often gets windy.

The sun sets between 5.30pm-7pm all year round. trip to the region, as well as providing a wide range of job opportunities for PGA Members.

New golf developments in Dubai came to a halt until the opening of Trump International in 2016, an entertaining inland links designed by Gil Hanse, while that same year saw the opening of the Jack Nicklaus-designed Al Zorah Golf Club in Ajman, which is just a 30-minute drive from Dubai.

The end of last year saw the opening of Dubai Hills, an 18-hole championship venue designed by European Golf Designs that forms part of a 2,700-acre residential and community estate, while Topgolf is set to open its third largest outlet in the world early next year when it opens a three-tiered, 71,000 sq m facility at The Emirates Club.

PGA Members who chose to work in the UAE can enjoy beautiful beaches, a busy social life, and the chance to explore a very different landscape to that from home. The cost of living can be expensive, particularly in Dubai and Abu Dhabi, but in some areas it is easy to achieve a high quality of life for less than in the UK – and because you are paying no tax, more of your earnings are yours to spend!

The PGA Professional

| #makinggolfhappen

Abu Dhabi boasts three world-class courses – Abu Dhabi Golf Club (pictured), Yas Links and Saadiyat Beach

PGA Members’ perspective We talk to two PGA Members who have carved out successful and varied careers in the UAE Phil Scott, Sales and Distribution Manager, ProGolf International, Dubai

“I’ve worked in the UAE for over four years now, and have

been lucky enough to develop my career, knowledge and experience by working in a variety of different capacities across the region.

I started out as a retail manager and custom-fitting specialist at Dubai Creek Golf and Yacht Club, where I worked closely with the operations team and got lots of valuable experience in the service requirements of a world-class facility.

Two years later I was headhunted for a Golf Events Manager position at Sharjah Golf & Shooting Club. The club ran a busy event calendar and were preparing to host the inaugural Sharjah Senior Golf Masters, so I was fortune to work directly with the European Tour’s events team and develop my understanding of event management for a tournament of that scale.

I left Sharjah last year, and am now sales manager for ProGolf International, one of the largest golf distribution companies in the Middle East. Managing a team of six, I work directly with many of the leading golf brands and the role requires me to work closely with every major on-course and off-course facility across the Middle East, maintaining key facility contracts, activating product launches and being directly involved with all marketing aspects for our in-house brands. Among our most recent projects involved working with Callaway, IMG and the European Tour for the launch of Callaway’s new Epic Flash range at the Abu Dhabi HSBC Championship.

Working in the UAE certainly comes with its own set of challenges, however the region has allowed me to progress my career and expand my knowledge and experience much faster than if I’d stayed in the UK. If I could go back in time, I would do it all over again, but with just one change… I would have done it earlier!”

Stuart Fee, Head Teaching Professional, Jebel Ali Golf Resort and Spa, Dubai

“Dubai is a fantastic place to live and work. The climate

is great and the city is modern, safe and multi-cultural. In the last 10 years, golf has grown massively in Dubai, and continues to do so, with several new courses due to open in the next 18 months. The UAE hosts numerous men’s, women’s and senior tours host events here throughout the year, which provides a great showcase for the region as a whole. The Emiratis are showing a keen interest in golf, and there are some seriously talented players among them, but the biggest challenge we face is trying to get more locals to learn and play the game.”

21

I N TER NATIONAL I N T E RV I E W

Q&A Gavin Chappell In the latest in our series on PGA Members working overseas, we talk to Gavin Chappell, Golf Manager at Al Ain Golf Club in the United Arab Emirates

part of it would be working with members,

What attracted you to working

Where do you see yourself working

overseas?

in five years’ time?

After qualifying as a PGA Pro back in 2001, I

I am 100% sure I will still be involved in golf.

saw a job advertised in The PGA Professional

It may still be in my current role, or I may have

visitors, event planning, tournaments, tour operators, and the other clubs inside the resort, through to working with the great team we have in the golf department.

moved on. I would like to hope that I would

magazine for a teaching professional at the Gavin Chappell

J.W. Marriott in Cairo, Egypt. It was the

still be working in the golf industry, but maybe not in a golf club environment, Who knows?

first oversees position I applied for and I was lucky enough to get the job. Looking back, I

continues to attract golfers from oversees to

probably had it in my mind to do a few years

play over the winter (November to March),

What advice would you pass on to

abroad to gain some experience, and then

when the weather and the condition of the

other PGA Professionals who may

come back to the UK. But it never happened!

courses is perfect.

be interested in working overseas?

The Emirates Golf Federation has recently

I would encourage anyone to go for it, as the

What attracted you to working in

teamed up with the Ministry of Education

experiences I am sure they would gain will

the UAE?

and is now introducing golf to locals through

only help them in their future golfing careers.

Even though I enjoyed my time in Egypt,

the clubs all over the country. We have over

My best advice would be to do plenty of

when the opportunity for a move to the UAE

150 Emirati children coming to us weekly

homework about the club, the role and the

came up in 2005, it was too good to miss.

for golf lessons as part of this initiative, with

destination itself, before applying. Mentioning

I had never previously visited the country,

greater numbers when you include the other

these points in there initial contact to there

but it was clear to see that it was somewhere

clubs involved so there is certainly a strong

potential employee will help make there

developing at a fast rate and golf was also

commitment from the local federations to

application stand out.

included in that.

grow the game.

Also, it’s well worth keeping in contact with fellow professionals or people involved in the

I started off as the head professional at Tower Links Golf Club in Ras Al Khaimah.

What does a typical working day

golf industry throughout the world, as you

I had met the general manager while I was

for you involve?

never know how important they could be

working in Cairo, so that was a big factor

It can really be a mix of responsibilities, which

in helping you to secure an interview or role

in me getting the job, along with my skills

is what still makes this role enjoyable. Some

oversees.

and qualifications and previous experience of working aboard. I was at Tower Links for almost four years before I moved to Al Ain. I was head professional here for five years before I moved in to my current role of golf manager.

What is the current state of the golf industry in the UAE? The last year or so has seen a slight decline in the number of ex-pat golfers, due to a slow down in the general economy, which has had a knock-on effect at golf clubs, as memberships and visitor greens fees are predominantly drawn from ex-pat workforce. But the region

22

The 18th hole at Al Ain Equestrian, Shooting & Golf Club

April 2019

| www.pga.info

T RA DE N E W S

Foresight unveils game-enhancing GCHawk FORESIGHT SPORTS has launched the next generation of its GC range with the introduction of GCHawk, a new platform that is specially designed for the rapidly growing indoor simulator and entertainment driving range market.

Harnessing the same level of precision and ball data accuracy as the GCQuad, the ceiling-mounted GCHawk fits seamlessly into a commercial, residential or driving range environment, and provides the golfer with a new level of in-game freedom and design flexibility, capturing shots from every club in the bag.

The GCHawk is fully compatible with the latest Foresight Sports FSX software, as well as the brand’s growing collection of performance and game apps, including the recently launched Fairground games package.

“With the GCHawk, both right and

The new GCHawk is ideal for game play, custom-fitting and coaching

left-handed players can hit shots without the need to move the technology, adding greater fluidity to game play,” said Edward Doling, director of Foresight Sports Europe.

“The elevated position above the player’s head provides a new level of playing freedom, making the virtual game experience as true-to-life as possible.”

TaylorMade opens new Brand Centre and Custom Build Lab

TAYLORMADE GOLF has unveiled a new brand centre at the company’s European HQ in Hampshire as part of a major redevelopment of its retail and marketing operations.

As part of the transformation of the Basingstoke-based facility, TaylorMade has unveiled a host of new initiatives to better service the brand’s retail partners. The ‘Custom Build Lab’ has been completely overhauled, with the installation of new state-of-the-art technology to ensure improved build quality and increased capacity for the company’s customfitting business, while a new Brand Centre now offers retail partners a ‘fully-immersive TaylorMade experience’, which includes a marketing suite with a wall-sized cinema screen, and a fully-stocked ‘mock’ TaylorMade pro shop to showcase how the company’s entire product range can be presented at the point of sale.

The new facilities were officially opened by TaylorMade brand ambassador Paul McGinley, who was given a tour of the new facilities by David Silvers, TaylorMade Golf’s EMEA managing director.

24

He added: “The demand for the product is simply a sign of the times. The amazing capabilities of the GCHawk and unmatched accuracy satisfies a wide range of needs from residential simulators and entertainment ranges, to fitting and instruction studios.”

For more information, visit www.foresightsports.eu or call 01483 551441.

Wilson lays down D7 Challenge WILSON GOLF has laid down a challenge to put golfers to their own 7-iron up against its new Wilson Staff D7 model to see how much more distance they can achieve.

The D7 Challenge, which will run for the next four months, requires golfers to hit three shots with both their current 7-iron and the Wilson D7 to see which one gains the most yardage. A random draw will take place each month for golfers who gained yardage for a chance to win a year’s supply of Wilson Staff DX2 Soft golf balls.

Recently trialled at the PGA Show in Orlando, more than 97% of golfers who took up the D7 Challenge gained an average yardage increase of 15% using the D7 iron.

Dates and venues where the challenge will take place can be found on Wilson’s website. To take part, golfers in the UK & Ireland can text the figure of their average gain to a number provided by a Wilson representative on the day.

Doug Wright, Commercial Director at Wilson Golf, said: “The ultimate aim for the D7 Challenge is to generate awareness around the best distance iron we’ve ever produced. This is the perfect opportunity for those who haven’t had a hit with them to really put them to the test and see the distance they can gain.”

April 2019

| www.pga.info

N E W S T RA DE

Galvin Green survey reveals the buying habits of ‘serious golfers’ HARD-CORE GOLFERS are better equipped than ever to play in bad weather, according to new research commissioned by apparel brand Galvin Green.

A survey undertaken by Sports Marketing Surveys canvassed more than 5,000 men and women in America and the UK who identified themselves as ‘serious golfers’ in relation to their playing and buying habits.

Those who classified themselves as ‘serious golfers’ meet a number of criteria, including ‘seeking to reduce the handicap figure’ (86%); ‘playing at least once a week’ (69%); ‘practicing at the driving range regularly’ (58%); and ‘playing in all weather conditions’ (42%).

On average, ‘serious golfers’ hold lower handicaps and have been playing much longer, while nearly half who identify with the title view ‘playing in all weather’ as reason to be called ‘serious’.

In terms of protective clothing, 89% of those UK golfers surveyed own a pair of waterproof trousers; 48% have an unlined waterproof jacket (48%); and 68% carry a lined waterproof jacket for extra warmth. More than 73% are equipped with a windproof jacket, and 33% have a pair of windproof trousers. More than two-thirds of the UK’s serious golfers view golf clothing as an essential item of equipment that helps them play more often.

The main reasons cited for the growing importance of golf clothing included ‘waterproof and windproof protection is increasingly

Serious golfers invest in premium apparel to enable them to play in all weathers

vital’ (80%); ‘new fabric technology is more comfortable’ (76%); and ‘having complementary layers can enhance performance’ (54%), while ‘the lightness of modern gear means you can carry more options’ (47%).

When it comes to purchasing golf clothing, just under half of all serious golfers buy new items of apparel at least every six months, with one-in-four splashing out once a month on new bit of kit.

Where they spend their money is split equally between pro shops and off-course retailers.

Powakaddy adds GPS to Compact C2i trolley POWAKADDY’S NEW C2i trolley has added another dimension to the compact trolley market by offering built-in GPS to the smallest power trolley currently available at retail.

are 20% smaller than its nearest competitor, while the lithium battery, which is offered in 18- and 36-hole options (RRPs £699.99 and £749.99 respectively), is the thinnest, lightest and most powerful on the market and comes

The original Compact C2i, which was

with an industry leading five-year warranty.

launched two years ago, was the fast-

“The PowaKaddy line-up for 2019 is our

est-selling electric trolley of all-time, and

most comprehensive range of electric trolleys

PowaKaddy is hoping for a simiarlly psi-

ever and we are proud to be able to enhance

tive respense from consumers with its latest

this with the most intelligent ultra-compact

model which has expanded its ultra-compact

trolley on the market,” said PowaKaddy CEO

offering to include fully-integrated GPS, plus an optional electronic braking system.

David Catford.

PowaKaddy C2i GPS

The GPS is located inside the trolley’s

“The Compact C2i has been a huge success since its introduction; the addition of

handle, and features a full-colour screen that

pre-loaded courses around the world, with no

GPS means that there truly is a PowaKaddy

offers distances to the front, middle and back

added fees or subscriptions required.

model available to meet the demands of every

of the green and hazards on over 38,000

The PGA Professional

| #makinggolfhappen

The frame folds down to dimensions that

golfer.”

25

T RA DE N E W S

Callaway driver goes the distance in ‘Battle Of The Brands’ CALLAWAY’S NEW Epic Flash driver won the bragging rights following a driver test held at American Golf stores across the UK last month.

Conrad Edkins, Director of Marketing at

A total of 934 American Golf customers

ogy available from these four brands. This is

took on the ‘Battle of the Brands’ driver test

the kind of thing that most golfers only ever

and found the Epic Flash to be the winner,

read about in the golf media, so I think they

with, on average, a 8.3-yard gain over the

had a lot of fun coming in store to test out the

golfer’s own driver.

latest equipment for themselves.”

American Golf. “The results were fantastic too, with virtually every tester making significant distance gains with the fantastic new technol-

The testers net gain was 26,220 yards of extra distance from all drivers hit. Callaway took top spot, but each of the other drivers on

Callaway’s new Epic Flash driver gained the most yards for American Golf customers

test – TaylorMade M5/M6, Cobra F9 Speedback and Wilson D7, showed a significant increase from the testers’ current driver. The biggest individual gain was an impressive 67 yards by a customer using a TaylorMade M6.

“This has to be one of the largest ever sample sizes for a head to head driver test,” explained

Get a scoot on with Finncycle SUN MOUNTAIN Motor Sports, an affiliate of golf bag brand Sun Mountain, is introducing a new club-carrying scooter called the FinnCycle that is aiming to speed up the pace of play and introduce a new, fun element to getting around the golf course.

Unveiled at the PGA Show in January, the

revenue-sharing model that reduces the upfront cost to the golf facility. A significant number of pre-orders were taken at the PGA Show and the FinnCycle is expected to be available in the UK in the next few months.

“The FinnCycle caused a sensation at the

distinctive electric-powered scooter is capable

PGA Show and was one of the stand-

of speeds of up to 15mph and promises to add

out products on display,” said Nigel

exhilaration to the average round and speed up

Freemantle, managing director

the pace of play, while also being stable and

of Brand Fusion International,

easy to ride.

distributors of Sun Mountain

The single-rider, two-wheeled model is fit-

26

golf resorts and golf courses, with an advanced

Golf Pride’s Contour Pro putter grip

Golf Pride unveils Contour Pro putter grip GOLF PRIDE HAS expanded its range of Tour SNSR putter grips with the launch of the new Contour Pro. The new grip is offered in a pistol-shape in two oversized models for high levels of feel and feedback. It boasts the same soft, ultra-tuned rubber formulation as its predecessors, giving the grip an excellent feel and facilitating lighter grip pressure to encourage a smoother stroke. Proprietary Tour SNSR technology enhances feedback, affording better distance control on greens of all speeds.

Available in black/grey, and in 104cc and 140cc sizes, the Contour Pro also features rounded edges and a pistol flare back to more naturally fit in the hands. The pistol shape includes a wide, paddle front and a tapered profile for players who prefer a more traditional, sculptured grip design.

Sun Mountain Motor Sports’ FinnCycle

products across Europe.

ted with a lithium battery offering 36 holes of

“The idea is to make

play on a single charge. The golf bag sits along

golf faster and fun

the centre of the scooter to enable easy club

and it really does

access and stability. Front and rear suspension

take away any con-

provides a comfortable ride, while a hydraulic

cerns about slow

disc brake system brings the scooter to a gentle

play. A four-ball

stop. It operates via an app that unlocks the

each equipped with

scooter for use and then collects a usage fee.

a FinnCycle has been

will be offering potential customers the chance

The scooter, which has been rigorously

recorded to complete a round in under two

to attend trial days later this year.”

tested on course and proved to cause no dam-

hours. We see them being made available for

age to the fairways, is aimed a wide range of

either an outright price or on lease hire, and

Full details of the FinnCycle can be found at www.FinnScooters.com April 2019

| www.pga.info

T RA DE N E W S

Callaway becomes European Tour equipment partner THE EUROPEAN Tour has announced that Callaway has become an official partner for the next five years. As part of the deal, Callaway becomes the official driver, golf ball, shoe and golf bag brand of the European Tour; Odyssey and OGIO become the official putter and luggage brands respectively; while Callaway Apparel and Travis Mathew, will be the official on-course apparel. Callaway will also supply its Chrome Soft golf balls to driving ranges at European Tour events.

The company will also drive awareness of Odyssey through a ‘putting leaderboard’ on TV broadcasts, which will showcase a new range of performance statistics at each European Tour event.

Golf Genius launches new leaderboard app GOLF GENIUS, the leading global provider of cloud-based tournament software, has launched an application on Amazon Fire TV that enables users to display leaderboards on television screens.

The easy and efficient solution enables golf tournament organisers to cast their Golf Genius competition leaderboards straight up to any television enabled with an Amazon Fire TV Stick without the need for a dedicated computer.

Craig Higgs, managing director of Golf Genius International, said: “Television leaderboards have become increasingly popular among golfers as part of the post-round clubhouse experience, and the ability to seamlessly display leaderboards using an Amazon Fire TV Stick makes life easier for the organiser, while simultaneously increasing player engagement at events.”

For a free Golf Genius demo, email craig@golfgenius.com.

28

Motocaddy unveils dualpurpose AquaFLEX bag IS IT A stand bag? Is it trolley bag? No, it’s Motocaddy’s new AquaFLEX bag, which boasts a dual-purpose design that enables it to be used as a conventional carry bag or loaded onto a trolley.

Lightweight and 100% waterproof, the AquaFLEX offers golfers the ultimate flexibility when deciding whether to carry or fit onto a Motocaddy electric or push trolley. Weighing 2.2kg, it boasts a fully-adjustable quick-release carry strap and a swivel buckle with ‘Smart Fit’ technology, which allows the strap to automatically re-balance so that weight is always evenly balanced between both shoulders.

The rear stand lock holds the legs in place when attached to a Motocaddy trolley and the bag is kept firmly in place by the brand’s Easilock bag-to-trolley connection system.

Made from a durable TPU coated nylon, key features includes thermosealed zips and heat-welded seams; five pockets, including a garment storage space and valuables pouch; five full-length dividers; waterproof rain hood; towel and accessory hook; internal umbrella sleeve and an external drinks pouch.

“Anyone who has ever tried to use a carry bag on a trolley knows they don’t fit very well,” said David Wells, Motocaddy’s chairman. “Our R&D team have worked hard to come up with a top and base design which allows it to fit perfectly onto a trolley without affecting its performance as a lightweight carry bag.”

The AquaFLEX is available in charcoal/blue, charcoal/lime and charcoal/red and has an RRP of £199.99.

Titleist appoints new golf ball manager

Jan Diprose

TITLEIST HAS appointed Jan Diprose as it new Golf Ball Category Manager for the UK. He succeeds Michael Creighton in the role and has joined the company at a busy time, following the recent launch of the latest versions of the Pro V1 and Pro V1x.

Diprose has wide-ranging experience in senior marketing roles within the food and drink sector, where he worked across both domestic and global markets in a variety of customer-facing and strategic leadership roles. His new role will include setting category and trade marketing agendas for Titleist golf balls across domestic channels, as well as constructing and implementing regional strategies for the brand.

Creighton, who had served in his previous position for two years, was appointed to the position of UK Titleist Brand Director, and will now oversee all brand marketing activity across the company’s ball, club, gear and accessories categories.

April 2019

| www.pga.info

A D V E R T O R I A L

For year-round home practice Huxley Golf specialises in the design, supply and installation of all-weather surfaces for golf. From practice tees to putting and golf greens, golf course tees, paths and even golf courses.

Sky Sports Golf presenter Simon Holmes, has taken his passion for the game to the next level with the conversion of his front garden into an allweather golf practice area.

Working with global leaders in all-weather surfaces Huxley Golf, Simon can now refine his skills and enjoy quality time with his family.

Thrilled with the result, Simon commented: “I have long recommended Huxley Golf greens to players and I thought it was about time I had one of my own! I only wish I’d done it sooner! It’s so hard to really work on your technique unless you have the perfect surface for feedback. My Huxley Golf green allows me, my family and my clients to focus on the mechanics of putting, understand slope and develop a feel for distance. Having a place you can go to, to iron out any kinks or work on your tempo and speed control is vital if you want to improve your game”

“Although many PGA pros have benefited already, there are thousands of PGA Members who have not yet done so.”

In addition to its PGA Partner status, Huxley Golf is proud to be an official supplier to all of the UK’s top golfing bodies: the England Golf’s National Golf Centre at Woodhall Spa, Wales Golf and Scottish Golf.

Huxley Golf has installed personal golf practice facilities for many legendary golfers and celebrities, including 2016 Masters Champion Danny Willett, Sir Nick Faldo MBE, Sir Clive Woodward and former British Ladies number one Catriona Matthew MBE. Huxley Golf also works with many top-flight courses and resorts as well as training and coaching establishments, ranges and academies globally.

Many of Huxley Golf’s clients come either directly or indirectly from PGA Professionals as a result of a referral scheme.

“We run an official Introductory Commission Scheme, which benefits both PGA Members and Huxley Golf,” explained Jo Lyon, Huxley Golf Office Manager.

“This has proved very successful, as it’s simple to operate and enables PGA pros to earn valuable extra income without the need to do any more than make a phone call to Huxley Golf.

For more information call + 44 (0) 1730 829608 or visit www.huxleygolf.com https://www.youtube.com/user/huxleygolfvideos https://www.facebook.com/HuxleyGolf/

P r e m i e r A l l - We a t h e r S u r f a c e s f o r G o l f

The PGA Professional

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https://twitter.com/HuxleyGolf

29

T RA DE I N T E RV I E W

Q&A At home on the range

Paul Williams, Toptracer’s general manager in Europe, talks about the growing momentum behind Toptracer Range, which brings the ball-tracking experience seen on TV to club golfers and driving range users, and offers the potential to seriously improve footfall and revenue What is Toptracer Range?

boast both an entertainment product and an

Toptracer Range employs the same technology

enhanced practice ground for serious golfers.

that golf fans see during TV coverage on the PGA Tour and European Tour. The experience

What are some of the other

is simple and easy to use; two cameras mounted

benefits to range owners and golf

above the bays capture data on every shot and

clubs of installing Toptracer?

relay it onto a display unit that shows feedback

Adding Toptracer Range to a facility has

and stats in whatever game mode is selected.

proved to be successful in driving increased

This enables driving ranges to offer the same

footfall which, in turn, increases commercial

ball-flight tracking seen on TV, with a variety

opportunities in other areas such as retail and

of ball data and interactive game modes.

food and beverage sales.

Toptracer’s Paul Williams

‘‘

What different modes of play Avid golfers are increasingly reliant on knowing their stats, which they can find out by using our ‘Launch Monitor’ and ‘What’s In My Bag’ modes. Golfers can use our Range Community app to link their personal profiles to their visit and return to stored information over time. On the other hand, there are more

Toptracer Range brings new people into the game, and, for retailers, beginners are a highly lucrative market

‘‘

does Toptracer range offer?

traditional game-based modes, like Closest

From speaking to retailers such as American Golf we know that they like to see our systems installed in the ranges that they are present in, as they see a marked increase in sales. Toptracer Range brings people into the game and, for retailers, beginners are a highly lucrative market.

The software can also widen the type of coaching pros can offer, at the same time as encouraging more golfers to keep coming back and taking lessons. It’s also a great tool to use

To Pin and Longest Drive, which can be very

It’s an excellent way to introduce children or

before, during or after a lesson, to demonstrate

social and scalable to any age or ability.

non-golfers to the game in a low-pressure, fun

a teaching point, check back on progress, or

It allows users to play some of the world’s

environment.

maintain the new skills a golfer has learnt.

most famous courses from the comfort of their

Increasing the competitive element of golf

From a fitting standpoint, it can also be hugely

own bay. We’ve recently added Pebble Beach

through our game modes allows golf facil-

beneficial as the system captures data on every

to the portfolio, which is available to play in

ities to attract leisure consumers to what has

ball, as well as comparative data between clubs.

the Virtual Golf mode. Players can enjoy their

traditionally been just a practice ground.

I was a coaching PGA Professional for 13 years

virtual experience on their own, or as a group

With Toptracer Range installed, a venue can

and if this technology had been in place when I

with a bit of friendly competition thanks to the continual progression of the software. Our technical innovation team is always looking at improvements, and the functionality that we are moving towards will allow players to compete against anyone on our global leaderboards.

What audience does Toptracer appeal to?

One of the best things about the technology is its universal appeal. It attracts the most devoted golfer and the beginner at the same time, giving families and friends the chance to get together in a fun and interactive environment.

30

April 2019

| www.pga.info

I N T E RV I E W T RA DE was coaching I would have loved it – especially being able to visually demonstrate a student’s ball flight characteristics and tendencies.

What type of facilities can take Toptracer Range?

It can be fitted to any golf range. The team builds a bespoke package for each venue, specific to their needs and demands. For example, Wellsgreen Golf Range in Fife converted seven of its bays to Toptracer Range, while The Golf Club in Guernsey has fitted it into all of its 14 bays. These might be smaller operations, but it goes right up to World of Golf in New Malden in London, which has installed it in all 51 bays. We’ve seen success with ranges that go straight to full coverage, as well as those which have dipped their toe in to start, and have then gone to order additional systems.

We’ve also just unveiled a new mobilebased version of Toptracer Range that allows uncovered driving ranges to benefits from the technology. The handheld option allows golfers to simply download a free app on smartphones or tablets, which displays data on every shot hit. Once the cameras are installed, it will enable virtually any facility with a driving range to be turned into practice and entertainment destination.

Toptracer Case Studies “We installed Toptracer in October 2018 and the installation was seamless.

Our members and customers have loved using the system at our PGA Academy, and we have experienced increased footfall and increased sales in all areas of the facility.”

Jonathan Lupton, Managing Director, Close House, Newcastle

“Becoming the first facility in the Midlands to commit to Toptracer was

no easy decision, but it has certainly helped the range go from strength to strength. We’ve seen a real mix of new customers, from serious golfers looking to practice, to complete novices who just want to see how far they can hit it. We’ve recently been named one of the three best driving ranges in the UK by BBC Radio 5 Live, so I think the whole package appears to be a winning formula.”

Anders Mankert, PGA Advanced Fellow, Leicester Golf Centre

“The adaptability of the technology caters for everyone, and with

Toptracer Range’s game play options we’ve seen a much wider demographic of customers using the range, as well are regular visitors coming more often. Financially, we have seen a 40% YOY growth pattern, spiking at 80% in the winter months, and it has had knock-on effects to all areas of the business, especially F&B, which has seen 85% YOY growth and opened up new markets of income with corporate events and league nights creating regular income streams. ” Daniel Parkes, Academy Director, Charnwood Golf & Leisure Complex

“Customer reaction has been off the charts since the first day we had

Toptracer Range installed last year, even though we had to increase prices by 20% to cover the investment. In next to no time we had our best day, week and month of trading on the range. We are seeing new faces, both new and elite golfers, and more groups than before. There’s also been a positive effect on our custom fit, retail and coaching business, with more interaction between staff and golfers.”

Terry Healy, PGA Professional, Portsmouth Golf Centre

free installation, unlimited maintenance and marketing support, and an account manager – all within the same price. This isn’t a one-sizefits-all kind of product, every package differs depending on the requirements of each range.

How do you see the company growing?

Over the past year, our business has grown to five times the size it was in early 2018, and there are now more than 100 Toptracer-enhanced

The PGA Professional

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What’s included and how much

facilities in 16 countries worldwide. We are

does it cost?

growing fast in the USA and Europe, but have

Toptracer Range is available for an affordable

also opened our first ranges in South Korea

monthly fee, with no upfront payment.

and Australia, which demonstrates the global

Facilities lease the equipment, which includes

impact. I see a genuine opportunity to grow the

camera sensors, hardware and displays. Along

game and introduce golf to a new audience, as

with the equipment comes the software,

well as help facilities maximize profits.

31

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Staysure PGA Trophy Returns in 2019 After the success of the 2018 Staysure PGA Trophy, Staysure and The Professional Golfers’ Association are proud to be delivering amateurs another great year of golf in 2019.

The 2019 Staysure PGA Trophy is open to all amateur golfers aged 50 or over and features seven outstanding Regional Final venues.

2019 Regional Finals Schedule Ireland

Wednesday 29 May

Seapoint Golf Links

Midlands

Tuesday 2 July

Enville (Highgate)

West

Monday 8 July

Cumberwell Park

North

Thursday 11 July

Manchester

Scotland

Friday 12 July

Montrose Links

South

Tuesday 16 July

Foxhills

East

Monday 22 July

Orsett

Please ask your Club Secretary or professional for more details or visit bit.ly/staysuretrophy

The Staysure Clubhouse Join the Clubhouse for the chance to win exclusive golf prizes, plus enjoy many other golf related benefits and discounts on Staysure products!

Win complimentary tickets to tournaments including the British Masters, BMW PGA Championship and Irish Open, VIP Hospitality at events like the Ryder Cup and chances to play alongside the professionals on the Staysure Tour and European Tour.

For more information please visit

staysure.co.uk/staysuretour

Paul McGinley, Ryan Howsam & Colin Montgomerie playing at the 2018 Staysure PGA Seniors Championship

® PGA is registered trademark of The Professional Golfer’s Association Limited. Approved by the R&A for the payment of expenses – Rule 4-2g RA/4/2019. Staysure is a trading name of TICORP Limited. Staysure travel insurance is arranged by TICORP Limited which is registered in Gibraltar company number 111526. The registered office is First Floor, Grand Ocean Plaza, Ocean Village, Gibraltar. TICORP Limited is licensed and regulated by the Gibraltar Financial Services Commission no. FSC1238B and trades into the UK on a freedom of services basis, FCA FRN 663617.

FA I RWAY WO O D S T RA DE

Fairways to heaven As popular off the tee as they are from the deck, the latest generation of fairway woods is driving sales like never before, says Nick Bayly

Women’s world No.1 Ariya Jutanugarn only uses a fairway wood off the tee

The PGA Professional

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best supporting role behind the show-stopping driver, the current range of top-selling fairways woods offer every bit as much R&D and technological innovation as their lowerlofted cousins, and are consequently retaining and regaining their places in players’ bags.

‘‘

With more flexible faces, lighter carbon fibre crowns, and adjustable lofts, fairway woods are offering driver-like performance like never before

‘‘

T

he 2018 Driving Distance Report issued by the R&A earlier this year showed a significant reduction in the increase in averages distances achieved by the world’s best players off the tee last year.

While part of the reason for this slow down is that club designers have pretty much maxed out driver performance under the current COR regulations, one of the other influential factors is that fewer pros are choosing to use their driver off the tee more than a handful of times each round these days, which is serving to skew the results.

Given the tightness of the fairways at most modern tour venues, it seems that more of the game’s top players are choosing to shape shots with hybrids and fairway woods, rather than risk finding the cabbage with the big stick.

While bombers like Dustin Johnson and Brooks Koepka are continuing to win more than their fair share of tournaments with their ‘hit it and find it’ style of play, there is still an opportunity for golfers who hit fairways and greens to prevail using less blunt instruments.

And much of that is down to the technological advances made in fairway woods in recent years. So often cast in a

The driver, while still a mighty performer in the right hands, is no longer to go-to weapon of choice it once was for many of the game’s top players, as well as the wider golfing public, many of whom enjoy the added control that a fairway wood can offer, while not giving up too much distance.

That certainly must be the case for the

Henrik Stenson is one of many top pros who prefers the accuracy of a 3-wood over a driver

world’s no.1 female golfer, Thailand’s Ariya Jutanugarn, who has reached the top of the rankings without the assistance of a driver, relying purely on fairways woods and a trusty 2-iron to achieve multiple wins around the globe in recent seasons.

Averaging over 270 yards off the tee, she’s no short hitter either, easily ranking inside the top 20 of driving distance stats on the LPGA Tour, thanks to plenty of roll to add to a 230-yard carry.

At club level, the market for fairway woods has always been a profitable one at retail, with many slower-swinging female golfers, as well as older men, preferring the smooth-soled, lightweight power of a lofted wood to the less forgiving nature of a midor long-iron. However, the new breed of lower-lofted fairways, typically around 13 degrees, are also proving a hot ticket among single-figure golfers looking for a more penetrating, lower-spinning ball flight, yet producing driver-like ball speeds and tighter dispersion rates.

Much of the FW’s revival is due to the advances in technology, which has led to the use of design features and materials that 35

T RA DE FA I RWAY WO O D S were previously only possible in a largerheaded driver.

For instance, Titleist’s new TS fairways feature thinner, more flexible faces than their predecessors, offering more ball speed from a wide area of the face, while Callaway’s new Epic Flash fairways feature Jailbreak technology for the first time this year, which also increases ball speed.

TaylorMade has introduced Twist Face into its new M5 and M6 fairways, which

improves accuracy.

With deeper and more flexible faces, lighter carbon fibre crowns and adjustable lofts, fairway woods are offering driver-like performance like never before.

PGA Pros offering custom-fitting services are reporting a significant increase in fairway wood business in recent seasons, as many of the latest models offer weight and loft adjustability, as well as a wider choice of premium shafts, requiring amateurs to be

properly fitted in order to get the maximum performance from their new clubs.

All of this technology comes a cost though, and is reflected in rising retail prices, with many of the latest premium models costing over £260, a figure that was commonplace for a driver not that long ago. But there are still good margins to be made, and it will certainly pay to stock a decent selection of more lofted woods as the season gets under way.

Fairway to go A guide to this years’s hottest fairway woods

36

Titleist TS2 and TS3

Cobra King F9 Speedback

TITLEIST’S DESIGNERS have stripped 27% of the weight from the crown in the new TS fairways, allowing them to shift that weight lower and deeper in the head. A redesigned active recoil channel now extends taller into the head for increased face flexibility and faster ball speeds, especially on strikes lower in the face, while the channel has also been filled with a polymer material for improved turf interaction.

A redesigned face, boasting refined variable face thickness, also works alongside the active recoil channel to further increase ball speed and forgiveness. Both models feature Titleist’s SureFit adjustable hosel, enabling 16 different combinations of loft and lie.

The main difference between the two models over the brand’s previous fairway woods is the SureFit CG weight, which still features in the TS3, but has been replaced in the TS2 with a single sole weight, which serves to drawi the weight lower and deeper in the head. The TS2 is designed to be slightly higher launching and easier to hit than the TS3, but with the SureFit CG weight still a feature in TS3, it does make it the more adjustable of the two.

Lofts: 13.5°, 15°, 16.5°, 18°, 21° RRP £299

COBRA’S NEW F9 Speedback fairway woods are the first of their kind to feature a CNC-milled face and Cobra say that a 2.5mph ball speed gain over its predecessor has been achieved over a traditional hand-polished face. The brand’s standout rail system on the sole improves turf interaction and the heights of the rails differ between the heads to account for varying attack angles. There is also a 15g weight in the back of the head to promote higher ball flights and this can be interchanged with heavier or lighter weights to adjust ball flight.

A MYFLY 8 adjustable hosel gives golfers a choice of eight loft settings and a new feature called Smart Pad works alongside keeping the face square at address regardless of the loft setting. RRP £219

Mizuno ST190 MIZUNO’S NEW fairway woods are geared towards speed and feature many of the same technologies as its new ST190 drivers.

A new wide ‘Wave’ soleplate has been introduced, widening and lowering the flexible area of the face to producing higher ball speeds, with performance also enhanced by a new high-energy HT1770 face, which has been made deeper. An ultra-lightweight carbon composite crown has enabled 4g of weight to be repositioned lower in the head to promote higher low-spin ball flights.

A ST190 TS model, offered in right-hand only, offers loft adjustability between 13-17 degrees and is designed to produce lower spin for stronger ball flights.

RRP £279 April 2019

| www.pga.info

FA I RWAY WO O D S T RA DE

TaylorMade M5 and M6

Ping G410 CENTRE OF gravity is the big story in Ping’s new G410 fairways, which are offered in 14.5°, 17.5°, 20.5°, 23.5° lofts. Compared to the G400s, the centre of gravity has been moved further forward in the head for better ball speed and improved stability and forgiveness.

This has been achieved through a new high-density tungsten weight at the rear of the sole, which serves to increase MOI. The face is made from a maraging steel and is very thin, allowing more flexibility to create faster ball speeds, and increased height and distance. An adjustable hosel offers eight settings with lofts from +/- 1.5 degrees and lie alterations up to three degrees flatter than standard.

Two other heads are also available in the G410 fairway wood line-up. A SFT version, which has more heel weighting and lighter swing weight, promotes right-to-left ball flight, while the LST version, which replaces the G400 Stretch, has a slightly smaller head and the centre of gravity positioned further forward for lower spin.

RRP £275

THE M5 is TaylorMade’s adjustable fairway wood and features a 65g weight in the centre of the sole that enables golfers to change ball flight characteristics to their liking.

This weight makes up for 30% of the head mass and, as a result, moves the centre of gravity lower in the head, making the M5 easier to launch. M5 fairways feature Twist Face Technology for the first time, and TaylorMade claims that the addition results in around 15 yards less variation in shot dispersion. There is also a new loft sleeve with 12 different positions allowing +/- 2 degrees of adjustability.

The fixed-weight M6 fairways also feature Twist Face, while the carbon crown is larger than the previous M4 model, saving weight and allowing engineers to move the centre of gravity lower and further back for easier launch. The Speed Pocket is made from a new thermoplastic polyurethane and now sits flush, creating more ball speed when struck lower on the face, and offering more playability and better turf interaction. The M6 lofts are fixed at 14°, 15° and 18°.

RRP: £369

Callaway Epic Flash THE EPIC Flash fairway woods features much of the same technology found in the new Flash driver, and the new face is still the main talking point.

Created with an Artificial Intelligence super computer, Flash Face has enabled Callaway to create variable face thickness patterns on the face inserts. The resulting performance enhancement over previous models is Increased ball speed over all areas of the face, along with improved feel and sound.

Jailbreak Technology has continued on from the Rogue fairway woods, with the bars stiffening the body placing more impact load on the face for faster ball speeds, while Callaway’s Face Cup technology produces high COR across a large area. A new OptiFit hosel, which is shorter and lighter than in previous models, has enabled weight to be shifted to reposition the centre of gravity, making it easier to launch.

A new SubZero model, which is aimed at higher swing speed, higher spin players, features adjustable weights on the sole – 14g and 2g – which can be switched around to alter launch, spin and trajectory. Boasting a slightly more compact profile the standard model, the SubZero fairway woods feature groove lines across the entire face, not just the centre, for better spin control.

RRP £269 The PGA Professional

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T RA DE A P PA R E L

Weather beaters

The latest apparel collections for AW19 are packed full of stylish, high-tech pieces designed to keep golfers out on the course in all weathers

FootJoy “MAKE EVERY Day Playable’ is our mantra at FootJoy, and with exciting new technologies and colour palettes, this AW19 range will appeal to any golfer’s taste,” says Paul O’Hagan, the brand’s European Marketing Manager. “Hydroknit is a first for FootJoy, and we’re excited to offer consumers an item that has the comfort and versatility of a midlayer, while also being 100% waterproof.”

FootJoy’s AW19 collection is its most technologically advanced range to date, headlined by the all-new Hydroknit waterproof pullover. Hydroknit is a specially engineered three-layer bonded knit, which beads away moisture from surface, preventing fabric saturation due to the DWR finish applied to the outer layer. Hydroknit marries the attributes of a woven waterproof with the comfort, stretch and softness of a knitted garment for ultimate versatility. Available in three colourways: black with charcoal, navy with green, and sapphire with geranium.

Also included in the AW19 collection is the next generation of Hydrolite fabrics, HLV2, which is 15% lighter than the original, offering significantly more stretch. The HLV2 women’s rain jacket is available in silver, navy with silver, and heather grey with white. Matching rain trousers

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Hydroknit rain shirt

Women’s Hydrolite rain jacket

Hydrolite rain jacket

Women’s thermal quilted vest

in black and navy are available in regular and long fits.

The women’s thermal quilted jacket is another versatile piece, offering contemporary styling and easy-care fabric in pretty shades of navy/white; heather grey/white and orchid/white. A matching thermal quilted vest in navy/ white and heather grey/white provides extra adaptability in changeable weather.

The AW19 range has been specifically designed to enable golfers to ‘Layer-Up’ using a selection of baselayers, polos, layering pieces and outerwear all carrying consistent colour themes throughout.

The addition of Wool Blend half-zip lined pullovers strengthens Footjoy’s mid layer line up. The Wool Blend fabrics provide the warmth and comfort of natural fibres combined with the durability and colour fastness of performance fibres, while the premium shell lining adds protection from the wind and additional warmth in cold conditions. Elasticated knit cuffs and waistband ensure a comfortable fit.

The pullovers are available navy, heather grey, heather charcoal, black, red, navy with sky, green and white argyle, black with sapphire, geranium and white argyle providing some appealing contrasts.

FootJoy’s Thermal midlayers offer a wind and water resistant woven shell providing protection from the elements, coupled with a soft hand feel. The all-over Thermolite insulated panels ensure that body heat is retained within the garment making them ideal for cold conditions. Extra advantages include four-way stretch fabric, ensuring no restriction of movement through the swing, along with an interlock knit liner possessing moisture wicking and anti-microbial properties. A striking colour scheme of sapphire/black, navy/sky, charcoal/ grey make these a very useful addition to the golfer’s wardrobe. www.footjoy.co.uk

April 2019

| www.pga.info

A P PA R E L T RA DE

Oscar Jacobson OSCAR JACOBSON’S AW19 collection showcases fashion and craftsmanship with its range of stylish, functional performance garments.

Combining the latest trends from men’s fashion with cutting edge technology, it fuses Scandinavian simplicity, Italian inspiration and the British textile tradition. There are three colour schemes: Performance, Urban and Dynamic, each of which delivers a complete, layered winter golfing outfit.

The Performance colour story is about functionality and an active lifestyle. The use of vibrant NASA blue adds brightness and vitality, while Urban reflects high street trends to create modern combinations involving yellow and a range of subtle shades. Dynamic is designed for golfers who want to stand out using masculine colours combined with light blue, orange and green pastels for a sporty, elegant style.

Choice garments include the four-way stretch, waterproof, three-layer shell Jon jacket, which boasts articulated sleeves for an improved fit.

The versatile Keith hybrid jacket and Fargo Course Vest feature DuPont Sorona padding for extra warmth.

Performance sweaters are much in evidence. The Hawkes Course sweater is made from a balanced cotton/polyester mix, double knit with innovative cut lines for a modern fit. The Javier Pin Zip Neck blends 50% extra-fine merino wool with 50% polyacrylic for warmth and comfort, while the Iwan Zip Neck and Anders T-Neck Sweater both feature a stretchy dropliner for exceptional comfort and warmth on windy days.

The short sleeve Chap Course Polo and Chauncery Course Long Sleeve Polo, together with Loke Jersey and Jonathan and Roald thermals complete the layering look, providing base and inner layering options. www.oscarjacobson.com

Andres Gore-Tex paclite stretch fabric jackets

Archie full-zip waterproof jackets in Gore-Tex

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Ross Course Jacket

Donovan Course Jacket

Galvin Green BUILDING ON its multi-layer concept, Galvin Green has launched a massive collection of over 360 items for AW19 that leaves no stone unturned in the search for golf wear for all weathers.

Among the headline-grabbing pieces is the new Ashton Gore-Tex ShakeDry jacket (RRP £280), which is the lightest ever rain jacket that Galvin Green has ever made. Weighing just 174g, the revolutionary construction sees the Gore-Tex membrane placed on the outside of the jacket without a face fabric, which enables water to bead up and roll off the surface, reducing the chilling effect of rain and speeding up drying times significantly – hence the name ‘shakedry’. Breathable, yet completely windproof, the Ashton can be scrunched to fit into the smallest of pockets and comes out looking fresh and ready for play.

Elsewhere, the Archie full-zip waterproof jacket in lightweight stretch Gore-Tex fabric incorporates super-stretch inserts in key areas, along with durable Vectran technology on the shoulders for golfers preferring to carry their clubs.

Other key lines include the eye-catching Lloyd silver jacket and the Dave full-zip Insula jacket and the Dwight half-zip pullover, all offering thermal regulation.

A shell layer newcomer is the ultra-lightweight Andres jacket in Gore-Tex paclite stretch fabric for minimal swing restriction. Another stand out product in the shell layer range is the Ariana full-zip waterproof jacket in Gore-Tex stretch fabric with C-Knit backer, available in navy and sunny lime.

The Skintight thermal base layer range includes the Edgar, a seamless long sleeve crew neck with a pattern design across the chest, arms and shoulders. www.galvingreen.com

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T RA DE A P PA R E L Ultimate Polos

adidas ACCORDING TO Jodie Coles, adidas Golf’s apparel product manager, the brand’s clothing range for AW19 is all about function and style, and ‘bridging the gap between the golf course and the golfer’s life’.

“What we’re most excited about is our A-story, the Frostguard collection,” she says. “This is a head-to-toe story of products, which offer extra warmth, less weight, more stretch, and less distractions in a fashion forward and clean design. This range of products gives the golfer one less reason to stay in when the course is calling them out.”

Designed to trap the body’s natural heat, thus keeping golfers warm even during early morning rounds, Frostguard jackets are a combination of water-resistant quilted and fleece materials in attractive navy/grey, black/ grey and white/grey colour mixes. The materials used to make the jacket are 100% PFC free, making it an eco-friendly choice, too.

Also in the range are Frostguard quarter-zip jackets with contrast quilting at front and back and full-length, along with high-neck quilted vests designed to offer warmth and flexibility. Climaheat fleeces and long sleeved thermal polo necks add extra layers of warmth. adidas is continuing with its hugely popular Ultimate Polo range in 2019, which focuses on offering consistency of fit. Featuring built-in UV protection, they are made from a moisture-wicking stretch fabric for a full range of movement.

Greys, blacks and blues dominate the menswear colour palette across the range, along with flashes of mint green, orange and light blue casual wear, while the women’s ranges include light blues, peaches and creams, alongside stripes, blacks and greys. adidas.co.uk Puffer Jacket II

Blocked Technical Base Layer

SwingTech detailing

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Climaheat long-sleeve

Callaway Apparel WITH A growing stable of European Tour ambassadors, including the likes of Pablo Larrazabal and Women’s British Open champion Georgia Hall, Callaway has placed greater emphasis on offering a year-round collection, rather than the more summer-focused ranges of old, so the AW19 range covers the complete spectrum of outerwear, including midlayers, fleeces, wind jackets and waterproofs.

The key story in all of the products is SwingTech, a new and unique construction process created by Callaway’s design team that offers more stretch and less restriction throughout the phases of the golf swing.

This design features in many products across the entire range, including polo shirts, with products that feature this benefit clearly marked with SwingTech logos and hang tags.

Among the key pieces featuring SwingTech is the Stormguard Jacket (£154.99), which is the most advanced waterproof jacket that Callaway has ever made. A 15,000 waterproof rating ensures the wearer will never get wet – on the inside – while allowing high levels of breathability, and SwingTech engineering in the sleeves and a four-way stretch inner lining offers complete freedom of movement.

Another sure-fire winner is the Modular Waterproof Jacket (£189.99), which is essentially two items in one. A detachable inner puffer jacket, featuring Callaway’s Thermore technology, is attached to a fully waterproof seam-sealed outer jacket to create a product that will protect the wearer from all the elements, offering warmth and rain-protection in equal measure.

The wind jacket range has been completely redesigned for 2019, with full-, quarter- and half-sleeve options available to suit all preferences. www.callawaygolf.com

April 2019

| www.pga.info

A D V E R T O R I A L

PowaKaddy rental carts – the ultimate cash machines PowaKaddy recorded an impressive 40% increase in rental units in 2018, with golf club Professionals and resorts across the UK and Europe experiencing a surge in revenue generated through electric trolley hires.

With its 2019 Rental GPS trolley, the brand is once again set to offer golf club Professionals and retailers an outstanding opportunity to boost trolley revenue. Helping to deliver a super-fast return on investment, the GPS rental fleet promises to offer not only a higher charge-out rate, but also a more technologically-advanced product that can help increase retail sales.

The PowaKaddy Rental GPS enables Professionals to quickly double their investment as well as offering a better product and experience to their members and visitors – that’s why PowaKaddy calls it The Ultimate Cash Machine!

As the world’s first rental electric trolley with GPS capability, it provides accurate distances to the front, middle and back of greens, helping golfers manage their game, all on a digital 2.8” widescreen display, located conveniently on the handle of the trolley. Built-in wireless Bluetooth capability also enables PGA Professionals to keep their fleet updated to reflect any course changes.

Incorporating PowaKaddy’s 36-hole Lithium battery, which is the thinnest and most powerful design on the market, the rental trolley provides golfers with reliable performance all day as well as increasing the value of the trolley when opting to sell on in the future.

Commenting on the rental fleet, PowaKaddy’s Area Sales Manager, Andy Collier said: “The PowaKaddy Rental GPS trolley is proving incredibly popular. By offering our accounts a premium electric trolley solution, PGA Professionals are able to double their investment in as little as two months.

“Most accounts sell these trolleys to the consumer after the first year for more than they paid initially.

The trolleys are still in a great condition and the consumer benefits from the transferrable two-year warranty. With all these additional features, consumers interested in purchasing an electric trolley can use the Rental GPS product as the perfect test drive for purchasing a PowaKaddy,” continued Collier.

No fewer than eight of the ten Open Championship venues rely on PowaKaddy rental trolleys, including this year’s Open Championship venue, Royal Portrush, which has a fleet of twelve PowaKaddy rental trolleys.

Commenting on the success of the club’s rental fleet, Gary McNeill, Head PGA Professional at Royal Portrush, said: “From a business point of view, the reliability of the rental fleet is very important, and we have found the PowaKaddy products to be exceptionally reliable. That is backed up by PowaKaddy’s after sales support where the service has been extremely helpful and efficient.

“From a golfer’s point of view, the rental fleet is very aesthetically pleasing and plenty of golfers have been attracted by the look of the trolleys. Feedback on the GPS functionality has also been brilliant and is a real added bonus for golfers who are playing Royal Portrush for the first time.”

The new PowaKaddy Rental GPS trolley scheme is available to order from your local PowaKaddy Area Sales Manager now. For more information on the entire range of highperformance trolleys, bags, batteries and accessories, go to www.powakaddy.com.

The PGA Professional

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COACH MENTORING

To develop your core coaching skillsets at all levels Are you ready to take your coaching skills to another level?

My focus is on helping coaches to identify and develop their core coaching skills. Programme topics include effective communication, student motivation, swing analysis and diagnostics, and identifying and overcoming barriers to success.

I have over 25 years’ experience as a full time PGA level 4 coach and I am a Regional Coach for England Under 18’s.

Key benefits and features of the programme: • • • • • • •

Tailored to your individual coaching needs Flexible schedule to fit around your availability Interactive and practical workshop style sessions Ability to learn about state-of-the-art technology used to analyse and assess students Access to unique training tools and methodologies for swing speed and technical development Programmes are run online and via Skype/Zoom video to avoid travel time Face to face sessions available (subject to location)

INITIAL 45-MINUTE CONSULTATION FREE OF CHARGE!

For further details please go to www.alexsaary.com or email me at alexsaary@gmail.com

A C A D E M Y BY

NOW BOOKING FOR 2018/2019

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

The DGI Academy courses cater for a wide range of abilities, from novice to advanced, and take place in a specially created purpose-built facility.

Each course runs in small groups to allow for personal one-to-one tuition.

Contact us today for a free brochure & prospectus: UK Freephone: 0800 083 7388

International: +44 (0) 1903 726999

dgiacademy@diamondgolf.co.uk

R E TA I L WATC H T RA DE

In the Pro Shop with

Martin Balfour Martin Balfour, the Head PGA Professional at Donnington Valley Golf Club, has had a bumpier road than some when it comes to retail. Over the last ten years, tough conditions have led to him downsizing from three pro shops to just one. But now, after 16 years, he’s doubled the size of his business and finally has a lot to celebrate.

Here, Martin talks to us about the changes he’s made and his top tips for success Have you always been at Donnington Valley?

I spent five years working as an Assistant at Royal Winchester for Steven Hunter, and then took over at Donnington Valley in 2001. I’ve been here ever since, and it’s a great place to be.

Where do you think you went wrong?

I’d always been pretty good at forecasting and budgeting, but perhaps wasn’t on top of them as much as I should have been.

I’m pretty ruthless now, and make sure I sit down regularly to review reports and look at my numbers. I use my ePos system very differently now, too, and it’s a real benefit to the business.

Martin Balfour (left) with Assistant Head Pro Dieter Strongback (right)

Any key tips you’d recommend to others?

I look at my budgets and cash-flow analysis for the year ahead, and then compare actual cash flow, and look at why it might be up or

‘‘

I’m proof that good habits pay off. After downsizing to the one shop, and implementing these changes, margin was up 73% after one year, and 23% in year two

‘‘

Tell us about your multi-site business.

Between 2010 and 2017, I owned three shops in the Newbury area, all of which I’d started myself. Unfortunately, it was a lot of hard work for little return and by 2017 I’d closed two and decided to focus on the pro shop here at Donnington Valley.

I was keen to work out why the other shops hadn’t worked and went into analysis mode to find out why, and what I could have done. I joined forces with Mark Hopkins from Crossover to look at what lessons we could take from the other shops, and what we needed to do to make sure the site here was a success.

down. If it’s down, find out why (was it the weather, for example), or, if you spent too much, that would need to be addressed.

We’ve got into really good habits when it comes to stocktaking, too, which has meant we carry £18,000 less stock than before. We do monthly stock takes, and run Dead Stock and Stock Turn reports each week.

Sales are another thing. Don’t jump on the wagon just because everyone else does. On Mark’s advice, I didn’t do a January sale last year, and I was miles up in terms of sales during January, February and March. I’d been controlling my stock really well, and didn’t have any to put into sale. It made an enormous difference.

I’m proof that good habits pay off. After downsizing to the one shop, and implementing these changes, my margin was up 73% after one year, and 23% in year two.

Do you involve the team in your business?

Absolutely. I’m lucky enough to have a great team here, with two members of staff who know the business really well and, as a result, I’ve given them a lot of responsibility. They have parameters they can work within and the chance to double their commission. They’re also allowed discount price to 20%, and put excess stock on eBay.

XPOS is a sales and stock management solution designed specifically for golf retailers. Helping you to reduce stock, improve margins and be a better retailer. crossovertec.co.uk 01454 418 395

The PGA Professional

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T RAV EL O F F E R S

Great Pro deals in Portugal Portugal is still our top Golf Pro Travel destination in the world! Take a look at our top offers at some of our most popular Portuguese resorts.

Remember, as a PGA Professional you receive a FREE place with 7 amateurs, a 5% commission, as well as benefiting from our Breakpoints loyalty scheme!

Amendoeira Golf Resort 4★ Key facts

• Number 1 venue for Golf Pro Travel 2018 • 35 minutes from Faro Airport • 2 x championship 18-hole courses on-site (Faldo and O’Connor) • The best practice facilities in The Algarve • Apartments and Villas make this perfect for groups!

★ Golfbreaks.com Pro Package

• 4 nights bed & breakfast • Unlimited Golf • from £425 per amateur

Praia D’El Rey Golf and Beach Resort 5★ Key facts

• 5* Marriott Hotel recently refurbished • 1 Hour from Lisbon Airport • 2 x 18 Hole fantastic courses onsite, including newly opened West Cliffs • Superb practice facilities • FREE balls included for coaching groups

★ Golfbreaks.com Pro Package

• 4 nights bed & breakfast • 3 rounds of golf • from £385 per amateur

Dona Filipa and San Lorenzo Resort 5★ Key facts • Luxury resort and arguably the most famous course on The Algarve • 20 minutes from Faro Airport • Access to 2 great golf courses (San Lorenzo and Pinheiros Altos) • Complementary transfers • FREE balls included for coaching groups

★ Golfbreaks.com Pro Package

• 4 nights bed & breakfast • 3 rounds • from £669 per amateur

Pestana Golf Resort – Carvoeiro 4★ Key facts

• Fantastic resort in West Algarve – 10 mins from Albufeira • 45 mins from Faro Airport • 2 x 18-hole courses on site (Vale da Pinta and Gramacho) • Access to Vila Sol, Silves and Alto in all packages.

• FREE balls for coaching

★ Golfbreaks.com Pro Package

• 4 nights bed & breakfast • Unlimited Golf • from £375 per amateur

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

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April 2019

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D E S T I N AT I O N G U I D E T RAV E L

Our top tips for the Masters in 2019

Park your seat at the iconic and dramatic Amen Corner

Are you taking a group to the Masters this year? If you’re not you should be!

Take a look at the Golf Pro Travel team at Golfbreaks. com top Masters tips for the ultimate experience at Augusta National!

VISITOR GUIDE On arrival make sure you pick up a ‘Visitor Guide’, not only is it a nice piece of memorabilia but it also gives you further details on the best viewing points on the course as well as all the history of Augusta.

Watch some interesting shots in the Par 3 tournament!

ARRIVE EARLY AND GET YOURSELF A MASTERS CHAIR We recommend you get to the gate 30 minutes before the opening time to be one of the first people in. Once inside, make sure you head to the gift shop for your Masters Chair – it’s a great investment.

Look out for the signature Once you’ve got your seat, go “Pimento Cheese” sandwich and find a spot in the reserved sitting only areas. If you leave a business card ON COURSE REFRESHMENT in the back of the seat, this reserves your There is no need to take anything with spot for the day. you to The Masters, the food and drink on offer to buy is amazing value! As with SUGGESTED VIEWING POINTS the whole event, the refreshment areas are Back of No. 2 and No. 7 Greens – Within impeccably run. Keep an eye out for the a radius of 100 yards you can see five scenes ‘Pimento Cheese Sandwich’, the signature of action snack at The Masters.

Back of No. 10 Green – Watch the tricky shot onto the 10th green and then move to THE MASTERS SHOP behind the 11th tee The shop is full of fantastic merchandise Back of No. 12 Tee – One of the most and you can come home with some great famous par 3s in golf, and the shortest hole memorabilia without breaking the bank. at Augusta National Many items will sell out over the course of

Take in the electric atmosphere with your members at Augusta National

the week, so make sure you visit the shop early in your trip if there’s something in particular you are after.

16TH HOLE PRACTICE DAY CHALLENGE If you are visiting on a practice day then make sure you spend time around the par 3, 16th.

It is a great spot regardless, but on practice days many of the players have some fun trying to skim shots across the water before getting their ball to pop out onto the green.

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

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T RAV EL D E S T I N AT I O N G U I D E

The Masters, Augusta Do you want to take a group of members away for the ultimate bucket list trip in 2020?

Then Golfbreaks.com can make it happen and deliver the ultimate Masters experience to you and your group! Here’s what you need to know.

TICKETS Whether you want to attend a practice day, watch the Par 3 championship or take in the electric atmosphere of Sunday at the Masters, Golfbreaks.com can provide you and your group with guaranteed badges. You can attend for one day or the whole week, Masters badges are available for every day of the tournament from Monday to Sunday.

WHERE TO STAY If you are wanting to be in the middle of the action and take in the atmosphere of Augusta then there are numerous private residence options from large private housing just a stones throw away from Augusta National to the private condos at the Golfbreaks.com Village in North Augusta.

An hours’ drive from Augusta National, Columbia, South Carolina’s biggest city, is another popular spot. This vibrant city has a wealth of off-course activities, as well as a great choice of reasonably priced hotels, bars and restaurants.

BEST PLACES TO EAT AND DRINK IN AUGUSTA If you are staying in downtown Augusta then there are a number of bars and restaurants with a variety of food on offer.

One of the most popular dining establishments is the Frog Hollow Tavern as well as the world renowned TBonz Steakhouse.

If you fancy a nightcap, then the popular Whiskey Bar Kitchen offers exclusive whiskeys from the seven whiskey regions across the globe!

Want to enjoy this view next year?!

Who will be the winner in 2019?

Stay at the Golfbreaks. com Village in North Augusta

under the Visa Waiver Program. This can be done online and costs $14 per application.

A once in a lifetime trip for you and your members

PLAYING GOLF The likes of Kiawah Island, Myrtle Beach and Hilton Head are within driving distance of Augusta or there are a host of excellent courses in and around the Augusta area, with our top picks being The Reserve Club and Houndslake GC.

GETTING THERE Hartsfield-Jackson Atlanta International Airport (ATL) is the best option with direct flights from London Heathrow and Manchester. Hiring a car is the best way to get around with Augusta around a 2¼ hour drive from Atlanta Airport.

Top Tip: You will need to apply for an ESTA when travelling to the United States

Package 2020 Sunday at the Masters

• Sunday Masters Badge (Full hospitality) • 3 nights B&B • Includes return flights, car hire and tournament transfers • From £3,999

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

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April 2019

| www.pga.info

D E S T I N AT I O N G U I D E T RAV E L

Case Study: Tim Coxon

My Masters experience The Masters should be top of your ultimate trip list when taking groups of members away. But don’t just take our word for it. Tim Coxon, Head PGA Professional at Mickleover Golf Club shares his experience of taking groups to the walk the hallowed turf at Augusta National.

What prompted you to take a group to The Masters?

It was a lifelong ambition to go and as I had a landmark birthday approaching, I decided to test the market and drum up business.

How did you market your Masters trip?

Mainly through internal club emails, social media and word of mouth. It wasn’t actually that difficult if I’m honest to build interest. I invited all those interested to a presentation evening (I didn’t reveal the costs until the night) and had 25+ attend.

What did your Masters experience entail?

In 2018 it was 2 days attending the tournament (Tuesday and Sunday) along with 3 games of golf at local resort courses. This year we will be going for the same 2 days but this time we will be staying at Kiawah Island for 3 nights and playing golf there, including the Ocean Course

How is tournament travel lucrative?

It gives you the chance to travel either for free or at very low cost. Plus if you build a bespoke trip and do everything for your travellers then you can add value and justify extra costs. The Masters is one of 5 trips I do, and they are all lucrative in their own ways, obviously treading on the sacred Augusta turf forms part of the flagship trip.

be an unforgettable A trip to Augusta will mbers experience for your me

Would you recommend a multistop trip for the ultimate Masters experience? Ie. Staying/playing at Kiawah

Attending on a practice day give s you an opportunity to take your all importa Well the answer is yes. Playing in nt photos!

2018 was superb and I have high hopes this year when we stay and play at Kiawah. Experiencing these courses in the USA is great fun and I cannot wait You are a golfing ‘tourist’ on Tuesday taking for next month’s visit to Kiawah Island. pictures and retracing famous steps of players in tournaments that you have watched What were your for years, then on Sunday you get the whole first impressions of last day excitement. I feel this choice of Augusta National? attending gives you everything…..you want Breathtaking. Actually far better in real life your pictures and memories right? than on TV on many levels. The turf is perfect, there is literally nothing out of place.

What did your clients Visiting those famous holes and just taking think to the trip? it in is something that will remain with me If they could have given 11/10 they would forever. have. It surpassed their expectations many times.

What’s the best vantage point on course?

There’s some great spots around the 9th green as there is a natural slope which aids viewing, behind the 10th tee is also good as the players shape their drives and watching players approach 18 was also superb.

What’s your Masters top tip?

I truly believe that the 2 days we attend (Tuesday and Sunday) gives you everything.

How did Golfbreaks.com help you to put your Masters experience together?

All of the Golfbreaks team are superb for all of the trips they organise for me. Their dedicated Masters team have been attentive and organised from the off. I wouldn’t hesitate to recommend them and use them again.

They are The Masters of Golf Travel and they know how to work with PGA Pros.

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

The PGA Professional

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47

COACHING O P I N I O N

What is FUN in junior golf coaching?

By PGA Advanced Professional and FUEL Golf Junior Programme Director at Oulton Hall Golf and Spa, Thomas Devine, BA (Hons), MSc.

Thomas Devine

F

BUT WHAT EXACTLY ARE THESE NEEDS? It would make a good debate discussing what 2 juniors, aged 6 and 17, NEED from a golf lesson. “It depends” would be non-committal but actually quite fair response, as we know that junior development is far from linear and in fact extremely complex. There is one theory, however, that explains 3 basic psychological needs and links them to intrinsic motivation.

Intrinsic motivation is where individuals are motivated ‘from within’ i.e. enjoyment and 48

Caption

love whereas extrinsic motivation has links with external rewards i.e. trophies. Research has shown that intrinsic motivation would tend to encourage more inherent enjoyment opposed to excessive levels of extrinsic motivation that is often associated with lower levels of engagement.

Self-determination theory (SDT) suggests that intrinsic motivation can be encouraged by satisfying 3 basic psychological needs. Competence reflects a belief in one’s abilities and capacity to control

‘‘

we know that junior development is far from linear and in fact extremely complex

‘‘

UN is without doubt one of the most used words in junior golf coaching with many shouting about how fun their sessions are – but what really is fun? And how exactly do we as coaches make our sessions fun (aside from wearing clown suits)?

FUN is defined by Oxford Dictionaries as “Enjoyment, amusement, or light-hearted pleasure”.

Now, it would be fair to say that the actions that lead to the above would certainly look different as a child travels along their golfing journey. Whilst hitting sponge balls at a large colourful bullseye would be most enjoyable for many 6 year olds, in reality this isn’t quite going to tick the boxes for a 17 year old aspiring tour pro. I would hope a lesson with any child would promote enjoyment, however a lesson with these 2 children, unexpectedly, would not look the same as the needs of the children are different. And there’s the key – the underlying aim of the coach must be to promote fun and enjoyment through “adapting to the needs of the individual” (and there goes the biggest golf coaching ‘buzz phrase’ out there).

outcomes, Autonomy represents a desire to express choice and not to feel controlled or compelled to do something, whilst Relatedness concerns the need to feel connected, involved, supported and consequently experience satisfying interpersonal relationships.

So, if we can satisfy these 3 basic needs, then that will equal more intrinsic motivation, in turn equalling more fun! Sounds good, however how do we this?

Success is a great way to satisfy the need of competence but this doesn’t mean designing easy tasks for children to complete. In group coaching, it is important to offer different levels of task difficulty at the various games played to 1) encourage the best learning opportunity 2) ensure that children with better ability are not disengaged by a very easy task and 3) ensure that each child has both a challenging and achievable task to complete. The logistics in individual coaching would be easier to manage but the goal April 2019

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O P I N I O N COAC H I N G LOOKING THROUGH THE EYES OF A CHILD It is always important to take a step back and see the game through a child’s eye.

Whilst a ‘good’ grip, controlled low point or high draw may be what WE like to see, it is certainly not even on the radar of a young child. Unfortunately for children, a coach not acknowledging this can easily get stuck down the rabbit hole of over instruction, whilst at the same time sending the child into a world of boredom.

‘‘

A child will not remember everything you say to them but they will always remember how you made them feel

‘‘

in both scenarios is the same – to encourage learning and true feelings of success by optimally challenging students, often referred to as ‘challenge point’ learning.

Allowing children to take Ownership of their own learning is a great way to satisfy the need of autonomy. At different ages, varied strategies may have to be adapted but in the example of a 6 year old, we can still provide choice instead of simply dictating what we want them to do. A choice of which game they start on would be a simple way of providing young children with a sense of ownership.

Conversation is an obvious way to help build relationships, but what conversations with children really help build relatedness?

Taking an interest in a child’s life outside of golf is far from intrusive and can in fact help the coach gain a better understanding of the PERSON whilst also building that vital coach-player relationship. A child will not remember everything you say to them but they will always remember how you made them feel. This is a great motto for junior coaching as we must remember that children are not young adults. They will forget many things we say and they don’t like being dictated to. Nevertheless, clever questioning and meaningful discussion can not only help build relationships but also help a child’s learning as they are guided towards answers instead of directly being told – that’s a win-win situation!

In relation to SDT, a good example would be linked to competence. For most under 7’s, just connecting with the golf ball is enough to bring huge smiles and engagement. I tend to find at this age that competence is not as important as children tend to not self- reference against their peers. However, this certainly changes as children grow older and for the coach,

acknowledging this shift along the competence spectrum will help in ensuring the most effective junior coaching is delivered.

KEY IMPLICATIONS AND SUMMARY OF POINTS FOR PGA PROFESSIONALS • Intrinsic motivation comes from within whereas extrinsic motivation is from outside sources.

• Whilst good levels of both can be beneficial, intrinsic motivation is a key component of FUN • Specifically, intrinsic motivation can be helped by satisfying the 3 basic psychological needs identified in SDT • To encourage autonomy, discuss and involve children but don’t dictate • Appropriate feelings of competence can be encouraged through challenge point learning • Relatedness can be achieved by engaging in meaningful conversation • Remember that children are not young adults, they are children. Looking through the eyes of a child is important when designing junior golf lessons • Fundamentally understanding needs = FUN junior golf sessions To connect with Thomas, get in touch at: email: thomas@oultonhallgolfacademy.co.uk web: www.oultonhallgolfacademy.co.uk web: www.tdgolfcoach.com twitter: @ThomasDevinePGA

Caption

The PGA Professional

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49

The perfect match

Helping the golf industry do business

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

#makinggolfhappen

B U S I N E S S COAC H I NG

Working towards common goals

PGA Business Relationship Officer Fiona Champness talks to PGA Professional Alex Nicolson about recent changes to his role and his passion for coaching after 24 years at Worplesdon Golf Club in Surrey

Worplesdon Golf Club’s PGA Pro Alex Nicolson

Tell us about your route

relationship might look like and

to becoming a PGA

how we could help each other

Professional?

much, much easier.

I turned professional aged 19, and started my PGA apprenticeship

What advice would you

with PGA Master Professional Jim

give fellow PGA members

Christine and have been here at

and club managers

Worplesdon ever since in various

going through a similar

roles. I am quite a passionate

process?

self-learner, and have undertaken

My advice to other golf clubs

in coaching and business over

and professionals would be to

Alex Nicolson passes on his knowledge in a coaching session

the years. A real breakthrough moment for me was doing a marketing diploma. This gave me an entrepreneurial bug, which led to me setting up my company, Premium Golf.

What has been the most beneficial personal development experience to you and why?

I did some work with a business consultant/ coach, whose expertise was very much bridging the gap between business and psychology, and understanding human behaviour.

One of the main things I took from this

‘‘

If the club and the professional have a misaligned sense of purpose, the likely outcome is an indifferent or strained relationship

‘‘

a number of further qualifications

reflect on what are your key values and what is your purpose – as a professional and as a club. If you can find some commonality at that source level before you deliberate over the details, you might find that the conversation becomes more about ‘how we can help each other’.

Can you give us an example of a great coaching success story and the reasons behind it?

My greatest achievement has possibly been how I have been able to re-model my coaching business. I stopped giving lessons

responsible for reception, operations and

and started delivering bespoke training

was ensuring my business was founded on

retail, on top of our core coaching and fitting

programmes. Clients enrol on a monthly

very clear values.

services. The club management team now

programme with different levels of face-

hosts the club reception, retail and have a

to-face time, remote support and training

move towards a service focus in recent years,

PGA Professional in their team. My team is

assistance.

giving us more scope as a business, and a

now focused exclusively on coaching and club

definite competitive advantage. It also was

fitting. The money I released from stock was

instruction series to support their efforts

greatly beneficial recently with our discussions

invested into new technology and learning

and create a more structured conversation

with the golf club.

how to use it to its utmost. When I sat down

in between face-to-face lessons. With more

This was a key part of why we decided to

We created a web platform and video

with the club to talk about a change of role,

clarity on what they are working on, and

What is your current role at

the club shared its vision about what it stands

better feedback to focus their efforts, the levels

Worplesdon and how it has

for, and how it was trying to move forward,

of improvement have increased notably.

changed recently?

and I shared my vision about what I felt

About a year ago, I moved away from the

my business could increasingly become.

Visit www.premiumgolf.co.uk or follow Alex

more traditional retained pro role of being

That made discussions about what that

at https://twitter.com/AlexDNicolson

The PGA Professional

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51

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S A F E G U A R D I N G COAC H I NG

Safeguarding everyone in golf Andy Wright, The PGA’s Head of Governance, explains the SafeGolf accredited coach register and safeguarding requirements.

W

e are intent on embedding a culture of safeguarding within our sport and we have a duty to protect all people, especially the young and vulnerable. One way we demonstrate good practice is to insist PGA Members and qualified volunteer coaches who are working with children complete the relevant criminal record checks and safeguarding awareness training.

Our openness and transparency can be demonstrated by making information publicly available, which will also serve to reassure parents and guardians of the suitability of those working with children.

We have now added a publicly searchable register of SafeGolf accredited PGA Members and licensed volunteer coaches to the SafeGolf website.

Throughout the UK and Ireland, golf professionals who teach or supervise children have a legal requirement to undertake a criminal records check. The PGA requirement is that any Member teaching children must: • Have a current criminal records check • Have attended a UK Coaching Safeguarding and Protecting Children course (SPC) Both of these are renewable after three years.

PGA Assistants During your time as an Assistant in the UK, you must always have a current criminal records check and a safeguarding and protecting children certificate in place, both of which are renewable

The PGA Professional

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every three years.

The Safeguarding and Protecting Children Course (SPC) is a three-hour face-to-face course. Once you have completed an initial course, you can re-certify online, with a choice of three modules at learninghub.ukcoaching. org/store. To ensure your record is up to date, please email SPC certificates to cpd@pga.org.uk The PGA only recognises the UK Coaching SPC, but variations of this certificate in Ireland and Scotland are also acceptable. Visit the relevant home union via the SafeGolf website.

Safeguarding Case Management The PGA works with all golfing partners to ensure all investigations are carried out with regards to due process and natural justice.

Andy Wright, The PGA’s Head of Governance, oversees all investigations in relation to any safeguarding concerns.

Members should contact Andy regarding any safeguarding concerns or if you are subject to criminal proceedings.

The PGA has an independent safeguarding consultant and an independent case management group (CMG) who provide independence and assurance in relation to all decisions.

For further information about criminal records checks contact Sara Gardner on 01675 470 333.

If you have any safeguarding concern contact Andy Wright on 01675 470333.

The SafeGolf website can be found at safegolf.org

HOW TO GET CHECKED England

Checks are carried out by The Disclosure and Barring Service. Members should submit their applications via The PGA by contacting Sara Gardner on 01675 470333 who will provide details on how to apply.

The PGA has partnered with England Golf and The Golf Foundation to make sure there are agreed protocols in place.

Members who wish to access development funding from either of the partners must have a validated DBS certificate issued through The PGA, as well as a Safeguarding and Protecting Children Course (SPC).

This process is similar to all other sports and provides The PGA with a recognised criteria for the checks.

Scotland

Checks are carried out through Disclosure Scotland under the Protection of Vulnerable Groups (PVG) and administered

by Scottish Golf Limited.

All Scottish Members coaching children must be registered on the PVG scheme and carry out a renewal check every three years.

You must have attended a Safeguarding & Protecting Children workshop within the past three years. Any member in Scotland that has an issue regarding PVG should contact Allan Martin (PGA Coach Education and Development Manager) at the Scottish office, 01764 661840.

Wales

Checks are carried out by The Disclosure and Barring Service. Members should submit their applications through The PGA’s Sara Gardner on 01675 470333 for details on how to apply. Members who wish to access development funding from Wales Golf must have a validated DBS certificate issued through The PGA, as well as a Safeguarding and Protecting Children Course (SPC).

Ireland

Checks are carried out through The National Vetting Bureau (ROI) and AccessNI (NI) and are administered by The Confederation of Golf in Ireland. Members applying for funding must have a vetting check and safeguarding course in place, which must be renewed every three years.

Visit cgigolf.org/safeguarding/gardavetting-access-ni

Other countries

The procedures vary widely, however if you wish to work in the UK you may be required to produce a relevant check.

Individual countries’ procedures are available on request by contacting the Head of Governance.

53

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I N T E RV I E W PER S O N A L DEV ELO PM ENT

Q&A Driving diversity

‘‘

PGA Advanced Fellow Professional Gillian Burrell, the Director of Coaching at Carr Golf Centre in Ireland, talks about her career path and explains what steps she is taking to attract more women and juniors into the game

Learning anything new should be a journey of self-discovery and that includes golf

‘‘

How did you get into golf?

I lived near to a golf club and pestered a

Do you find that women and men

friend of my mum’s to take me out.

respond differently to coaching?

Women and men aren’t really that different.

How long have you been coaching?

The key for me is being a good coach and

I’ve spent the last 25 years coaching golfers of all ages and abilities, and I am one of the

that means treating each student in exactly PGA Fellow Gillian Burrell

lead tutors for the PGA Coach Education

the same way, irrespective of their gender.

If anything, men just want to know what

Programme. I am passionate about golf

a coaching company called Play2learngolf,

to do and women are the ones who want to

development in general and co-wrote the Get

employing ten coaches at that time. As well as

understand why they need to make changes

into Golf programme five years ago, which

my coaching practice, I consult for some golf

and what effect that change will have to

has been rolled out in Ireland over the last

management companies and work with PGA

their game.

number of years.

Professionals as a business coach.

Who gave you your first lesson?

When and why did you start

been given?

Phil Lawler at The Royal Curragh Golf Club.

coaching sessions for women?

Develop people’s potential. Learning

For me, it’s very simple. If we want to have

anything new should be a journey of self

Who have been your mentors?

a stable future for golf we need to have a

discovery – that includes golf.

I travelled extensively to spend time with the

more diverse community of golfers. That

best coaches at many different conferences

means attracting more women into the

What steps should PGA

around the world. Working with Karl Morris

sport. To attract more women and juniors,

Professionals take to help grow

and Jamie Edwards at Trained Brain certainly

we developed the Play2leargolf coaching

the game?

opened my eyes to the psychological areas,

initiative, which offers programmes that meet

PGA Professionals need to be open to

while Kendal McWade (constraints-led

the needs of the different customers we see

looking and trying different approaches to

coaching) and Fred Shoemaker (discovery

across many venues at the Carr Golf Group.

help with this. Providing opportunities for

What’s the best advice you have

learning) have also had a huge influence on my coaching.

people to sample the game and influencing Why should PGA Members actively

our clubs to take down some of the barriers

be targeting more women?

would help for a start. Breaking down the

What has been your career path to

Women for me are the key to increasing

myths about time and highlighting the

date as a PGA Member?

our business, not just because they hold 75

business, networking and social positives for

I spent a short time as an assistant at a club,

per cent of the household budget, but also

playing golf and joining a club.

otherwise full-time coaching from the early

because they control what their children

part of my career. I was invited to become a

do and don’t do. If a woman is a golfer she

What would you have done if you

tutor/assessor by The PGA in the early 2000’s,

is more likely to encourage her children

hadn’t been a PGA Professional?

and then became a regional coach, travelling

to learn to play golf, and increasing youth

I didn’t contemplate anything else, as I wrote

with the Irish Ladies Golfing Union, working

participation will literally future-proof the

to The PGA about becoming a professional

with high performance players. I founded

golf industry.

six months after taking up the game!

The PGA Professional

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55

CLU B MA NAG E M E NT D Y N A M I C P R I C I N G

Is your pricing right?

Chris Knight, director of golf marketing consultancy The Revenue Club, explains the theories and practicalities behind the dynamic pricing of tee times, and offers some key tips that could significantly improve green fee income

56

In our experience The Revenue Club, all those factors are relevant, but with the right strategy they can be overcome by using dynamic pricing to increase revenue and profit. A few things really matter when looking at your green fee pricing strategy, namely: • Your headline green fee rate • How and when you adjust your prices • The time of play • Booking lead time • How the customer will respond to price changes • Perception of value for money • Existing business mix and tee time utilisation In today’s world of mobile bookings and price comparison websites, consumers

‘‘

Good data is key to a successful revenue management strategy

‘‘

H

ow can a PGA Professional use revenue management and dynamic pricing to increase green fee sales? Using variable pricing to move tee time inventory based on a simple demand curve seems the obvious choice when adjusting tee time rates. After all, a golf course has a fixed capacity; perishable product; high fixed costs and low variable costs; the green fees can be priced differently; demand evolves; and the green fees can be sold in advance and the market can be segmented. These factors make a golf course ideal for applying revenue management.

However, when you factor in the human element, and the limitations of technology, you can see a number of reasons to be wary.

For example, you may ask questions such as ‘Am I jeopardising my core customer base of members or regular visitors? ‘Does frequent discounting encourage people to wait until the last minute and only buy at the lowest price?’ Or ‘Am I damaging the brand perception of my golf course?’

I could go on…

– including golfers – understand why a business would alter its prices based on demand, time of booking, time of experience, and the booking channel.

Once you have considered all of the above factors, you can make a decision on whether dynamic pricing will suit your golf course, and then consider a strategy to implement it. The great thing is, if you are not sure, you can try it and measure the results against historic sales.

One thing to consider is that dynamic pricing, channel management, revenue management and digital marketing are all intrinsically linked. For example, if you change a price of a green fee on Friday for the following Monday, how do you get that green fee to market in the most cost-effective way – third party or direct?

It is therefore important to have all of the processes in place to make it work.

This process is at the core of what we do at The Revenue Club. With that in mind, we have added our top tips on how to create a successful dynamic green fee management strategy at your golf course.

April 2019

| www.pga.info

D Y N A M I C P R I C I N G C LU B M A N AG EM ENT 1 Get your distribution channels right: A number of factors are important to consider, which include ease of channel management, their potential, the cost involved and the marketing opportunity the channel provides. Third parties are necessary in today’s market; they are a useful tool for a golf course, but, as with any tool, they need to be used correctly.

2 Offer direct booking incentives: Booking through external partners, such as marketplace websites is important, especially if the commercial is right (these range from barter tee times through to 12% commission with GoPlayGolf ), but direct bookings are the most desirable method of reservation. A golf course can encourage direct bookings by offering value-added incentives. These can include anything from buggies in the price, to price reductions, better lead times and so forth. The goal is to divert golfers away from using third parties, where they are more likely to choose a competitor.

3 Maintain organised records of key data: Good data is key to a successful revenue management strategy, and knowing your sales numbers for the same month last year will help you make smarter decisions about tee-time pricing.

4 Always keep up with consumer trends: It is important to be aware of what is happening in the wider market.

For example, of late, booking lead times through third parties have been reducing and shifting to Friday – Sunday playing days.

5 Prioritise website and mobile experience: Too many golf course websites are out of date or neglected. Considering the number of golfers booking online is increasing, it is paramount to have an updated, optimised website for computer, mobile and tablet – especially your visitor booking engine. A professional website also requires periodic updates, taking into account technology updates, changing customer behaviour, design trends and security. An optimised website assists your search results.

But you can also use it as a foundation for online marketing tactics, including advertising via Google and social media, as well as organic growth.

6 Technology: Does your tee sheet allow you to select a different lead time for each online channel? Does it allow you to easily add multi-ball pricing? Does it provide you with the reports you need to analyse the data for revenue management? Does it have a mobile responsive booking engine? All of these factors are important to consider when implementing dynamic pricing.

7 Internal communication: It’s important that all team members at the golf course understand the revenue strategy and what the club is looking to achieve this month and this year. It is especially important for your golf operations staff to understand why the price of a green fee might change, and how to handle this if a customer queries it. For example, if you are looking to drive volume it is particularly important to push up sells such as buggies, F&B etc.

8 Online reviews: Put simply, the better your online reviews, the easier it is to increase green fee rates.

9 Workload and headspace: Analysing data and editing rates accordingly requires a quiet, uninterrupted space. If you are looking to analyse data, perhaps work from home for the morning, or if you have to at the club, find a quiet room where you know you won’t be disturbed.

If you want to learn more about how to maximise online green fee sales, visit www.therevenueclub.co.uk/blog, email info@therevenueclub.co.uk or call 07468 564555

To find out more about the new tee time distribution site www.goplaygolf.co.uk, backed by the PGA, go to business.goplaygolf.co.uk or call 07918 636841

As well as placing a premium on popular tee times, dynamic pricing can be used to add value, such as including breakfast as part of an online green fee package

The PGA Professional

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57

P G A M EMBERS H IP YO U R B E N E F I T S

Save now with your PGA Membership PGA Membership entitles you to take advantage of a host of discounts and incentives*, from exclusive contract car hire rates to dental plans and holiday deals, so make sure you start saving now! To access all these benefits and more, log in via http://benefits.pga.info PGA Benefits gives you access to a range of benefits and discounts designed to support members both personally and professionally.

This month’s highlights include:

Free luxury razor Through PGA Benefits you can claim a fabulous free ergonomically designed razor from grüum (worth over £20) and receive 10% off your future orders. Grüum is challenging the High Street shave and beauty brands by offering seriously good skincare solutions for men and women at refreshingly affordable prices.*

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Their UKbased customer service team are here to offer advice, help and support*.

For more information log in to PGA Benefits via https://www.pga.info/members-landing.aspx

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

For any claims, contact Howden on 0121 698 8050.

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

58

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

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

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

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

Insight Healthcare To support Members that may be experiencing mental health difficulties, The PGA offers access to a 24/7 helpline service provided by Insight Healthcare. The 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 close family and employees. If you feel you or someone close to you needs help, the number to call is +44 (0) 333 000 2082.

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

Confidentiality is maintained between callers and Prostate Cancer UK.

April 2019

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SkyCaddie PGA members save over £150 on the new SkyCaddie SX500, Golfs ultimate rangefinder with its 5-inch Full HD touchscreen and the ability to give distances to the pin.

Email sales@skycaddiegps.co.uk or call 01844 296358 for more info.

SkyTrak Order an own use SkyTrak Launch Monitor and receive a free Metal Case and the 1st Year game improvement software saving nearly £250.

Then 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 296358 for more info.

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

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

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.

Silverbug Silverbug are IT experts who do things a little differently.

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

IN PARTNERSHIP WITH THE

WE’LL HELP YOU EARN MORE FROM YOUR GREEN FEE REVENUE In partnership with The PGA, GoPlayGolf is designed to help you and your golf club benefit from the ever increasing numbers of golfers booking golf on-line.

6 BENEFITS TO YOU, THE GOLF PRO • Increase your green fee revenue • You pay less commission • You control the price • Bringing new golfers to you by providing an additional distribution channel • Works seamlessly with existing tee time booking systems • You don’t need an online booking system to benefit email: info@goplaygolf.co.uk for information

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

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

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

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

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

Exclusive, convenient and Coca-Cola Special packages on products and coolers.

For more information visit coca-colapga.com

Mars For more information log on to PGA Benefits via https://www.pga.info/members-landing.aspx Terms and conditions apply to all benefits. Offers correct at time of printing. See website for details. Offers subject to change without notice. The Cinema Society - Discounts vary between cinema venues. Please check when booking. Gruum (Unisex Shaving Brand) - New customers only. One per person. Delivery to UK/NI addresses only. Delivery charge of £3.95 applies. You will need to create an account with grüum to access this offer. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

The PGA Professional

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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

More Members’ benefits overleaf ! >> 59

P G A M EMBERS H IP YO U R B E N E F I T S Virgin Atlantic

Staysure

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

Discounted flights are available in all three cabins.

Contact the Traveleads sports team at: sport@travelleads.net or 0113 242 2202 quoting your PGA membership number.

To celebrate our sponsorship of the Staysure Tour, we’d like to offer your members and their families 20% off† travel insurance with Staysure. As a thank you for referring your members to us, we’ll send you £10± every time someone takes out a policy on your recommendation – plus for every 10 policies sold in 1 calendar month, we will give you an additional £100.

For more details and to download your poster visit: benefits.pga.info

Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking.

For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email pga@golfbreaks.com

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

Formby Hall Golf Resort and Spa

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

Contact: reservations@aphroditehills.com quoting: PGA Professional

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

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

To take advantage of these and other fantastic deals visit the PGA Benefits site today via http://www.pga.info/members-landing.aspx

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

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April 2019

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re c r uitm en t @ p g a . o r g . u k S I T UAT I O N S VACA N T

PGA ASSISTANT PROFESSIONAL/ REGISTERED TRAINEE The Gleneagles Hotel is looking for an ambitious and enthusiastic candidate to join its successful team.

Hosts of; 2014 Ryder cup 2018 European Golf Team Championship 2019 Solheim Cup

careers@gleneagles.com

Sherfield Oaks Golf Club (Hampshire) part of the Crown Golf Group, has a strong customer base and is well situated. Facilities include 36 holes, driving range and short game area. Crown Golf have re-defined the role of the Golf Professional with the introduction of a new position - Golf Development Professional (GDP). In a move designed to return the club professional’s role to its true purpose, the PGA Professional is released from everyday operational tasks which limit the ability to engage and spend time with our customers. A self-employed position with great earning potential made up of performance payments, commissions and coaching, designed to introduce new golfers and provide a first-class service.

The opportunity includes: • Coaching, including one to one lessons, adult groups and junior academy • Support through academy management software GLF. LOCKER, and marketing • Equipment provided such as SkyTrak with iPad • Performance payments Qualities and attributes required: • You must love engaging with customers, have a passion for coaching and be well organised • A team player working with the company’s management team to create, engage and retain customers • Have a ‘can do’ attitude • Good IT skills To apply contact Daniel Hawkins, General Manager sherfieldoaks-manager@crown-golf.co.uk

Seasonal Assistant PGA Professional (April – October) Loch Lomond Golf Club A fantastic opportunity exists for an Assistant PGA Professional to work at one of the world’s most exclusive private Members Clubs; an excellent environment in which to increase retail, events and tuition knowledge ahead of a career as a PGA Professional.

With 38 countries represented in its Membership, Loch Lomond Golf Club provides a fantastic and rare insight into an international private Club and presents an attractive platform for those looking to progress their career within golf.

Based within the Professional Shop, you will assist with all elements of retail and tuition as well as the running of Club events. Paying attention to detail, you will deal with Members and Guests requests on a daily basis whilst communicating and working closely with the rest of the Golf Operations team.

Applicants must be ambitious and self-motivated with excellent customer service skills and a willingness to learn.

The ideal candidate will be computer and numeracy literate, work well within a team, and will strive to achieve department objectives and help maximise the potential of the Golf Operations department.

Email Kirsty.thomas-miller@lochlomond.com with a cover letter and CV. Closing date: 15th April

The PGA Professional

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Srixon Sports Europe Ltd, Hampshire Position: Tour Administrator & Custom Fit Club Builder Location: Alton, Hampshire Contract: Permanent Hours: Full-time Salary: Competitive We’re pleased to offer a rare and exciting opportunity to join our team of skilled technicians in the Tour and Custom Fit Department at our UK & European Headquarters.

Srixon Sports Europe Ltd is looking for someone to job-share between the Tour and Custom Fit teams.

The successful candidate will play a key role in the provision of exceptional service given to Tour Players. Primary responsibilities include Stock Control, Club Building, Club Repairs, Health & Safety Management.

Our club building operation is experiencing massive growth in demand, meaning we’re seeking a highly skilled club builder who works well independently and amongst a team to take this expanding part of our business forward.

Applicants should have demonstrable club building expertise to a highly competent level, they must be personable and professional, with meticulous attention to detail and exceptional organisational skills.

If you wish to apply, then please send your CV to careers@srixon.co.uk by 12th April 2019.

Please include a letter detailing what your skills and experience will add to our operation.

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SI TUATIO NS VACANT re c r uit m en t @ p g a . o r g . u k Fantastic opportunity for a Training Applicant/ Registered PGA Assistant required at one of Berkshire’s premier private members golf clubs.

Applicants should have a talent and passion for golf and excel at customer service. The role provides full training on retail, golf operations, coaching, custom fitting and repairs. The position includes a fantastic opportunity to gain experience with the Foresight Swing Studio, an all year-round practice and coaching facility. The candidate will also be required to assist with coaching both the Juniors and Temple Academy.

Please contact Michael Whitby on pro@templegolfclub.co.uk or michael.whitby@templegolfclub.co.uk

Ross Jackson Golf

Ross Jackson Golf is a company specialising in golf performance based at The Golf Performance Institute and Eaglescliffe Golf Club. An exciting opportunity exists to join a growing golf coaching and custom fitting provider with the reputation of excellence.

We are looking to recruit a full or part time PGA Professional to join our expanding team; this position is open to qualified PGA Professionals or registered PGA Assistants on a self-employed basis. Closing date for application is Wednesday 10th April.

Applications should be accompanied with a covering letter and CV to ross@rossjacksongolf.co.uk.

Frilford Heath Golf Club requires 2 highly motivated PGA registered assistants who are enthusiastic, reliable and work well in a team environment. The applicant will be responsible for delivering excellence service in Retail and Golf Operations. The role requires coaching to members and visitors to the club with a specific goal of increasing Junior development. Must be smartly presented and have the correct personality and attitude to fit a motivated team. The role will be for 30 hours per week in the retail and golf operation, coaching is available outside these hours to significantly increase earning potential.

Apply to daniel@frilfordheath.co.uk

Whickham Golf Club is a private members’ club established in 1911 and considered by many as one of the best courses in the North East of England.

We are currently seeking an enthusiastic, highly motivated PGA Professional to deliver an outstanding level of customer service to our members and visitors.

The successful candidate will play a significant role in marketing the clubs’ activities and the promotion of golf/ development of junior golf both at the club and in the local area. This will be in addition to providing a retail outlet offering a broad range of golf club services. The Professional will have full access to the golf club’s indoor golf studio offering a GC2 Launch Monitor alongside a full FSX Software set up.

The Professional will have excellent teaching facilities with a 3-bay driving range, a tailor-made short game and putting area and the indoor facility in which to provide tuition.

If you are a fully qualified PGA Professional interested in this self-employed, retained role then please email your CV with a covering letter to enquiries@whickhamgolfclub.co.uk

An exciting opportunity to join the existing team of Professionals has become available at Tandridge Golf Club.

Tandridge is a GB & Ireland’s top 100 private members club situated on the Kent, Surrey border.

The successful candidate will join Chris Evans and his current team of two assistants and will be trained in all aspects of the game.

Chris Evans the PGA Advanced Professional has over thirty years’ experience in the industry and can help you become a successful Professional in which ever area of the game you would like to specialise in.

Prestigious Sussex golf club, seeks enthusiastic assistant to join their highly skilled, forward thinking professional team. Fantastic development opportunity, along with significant earning potential.

Great first step on the ladder, opportunity to develop professional and golf operational skills vital for career progression. Copthorne is well positioned in West Sussex between major towns and international airport. Please send your CV to Russell Buxton at rbuxtongolf@gmail.com by 10th April 2019.

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Tandridge is a very busy club and the team provide coaching on a daily basis to both members and visitors alike. Applicants should be motivated, enthusiastic, customer focused and keen to learn, a fantastic opportunity to earn and work within a growing business.

If you would like to become part of our team then please send us your CV by email to: evo63@aol.com For questions about the position available just call us on 01883 713 701. www.tandridgegolfclub.com

April 2019

| www.pga.info

re c r uitm en t @ p g a . o r g . u k S I T UAT I O N S VACA N T La Moye Golf Club Assistant PGA Professional

Develop your career on the glorious island of Jersey, at the world renowned La Moye Golf Club.

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

The ideal candidate will join a hard working team delivering first class customer service to our 1500 members and visitors in a modern, vibrant professional environment.

• 30 hours employed in golf operations, with two days off per week.

• Guaranteed group coaching.

• Excellent pay.

• Busy driving range, including new Trackman 4 studio providing great opportunity for individual lessons.

To be considered for this excellent role please email your CV and cover letter to mikelaverspgapro@hotmail.co.uk by 30th April.

• Assisting with writing the initial advertisement • Advice on interviewing • Guidance around remuneration • Developing service level agreements / contracts • Mediation and ongoing support For more information contact Jessica Harrison on 01675 470 333 or at: recruitment@pga.org.uk

Require PGA Teaching Professionals specialising in, and having experience of, teaching elite players at academy locations in Shanghai and Beijing, China.

Attractive basic salary, commission & bonus incentives with potential for partnership in the future.

Applicants must be passionate about developing young golfers to be champions and better people. Knowledge of Asian culture with an open-mind preferred. Expertise in ball striking, sports psychology, and strong leadership skills are favoured.

Bachelor’s degree required for working visa.

In-person interview available in London area in April.

Positions open from now to June.

Applications to hr@visiongolf.cn.

EM PLOY M EN T O PPO R T U N I T I E S UK AND IRELAND Lilley Brook Golf Club

Assistant Professional required for a 6-month seasonal contract.

The candidate must have excellent custom fitting knowledge and good retail experience. 30 shop hours are available for the right candidate who must be polite, punctual and hard working. Immediate start required. Please forward your C.V and cover letter to mattevans@lilleybrook.co.uk.

Trent Park Country Club, Enfield

Growing, forward-thinking academy seeks like-minded fulltime coach at North London’s busiest Golf facility. Opportunity for high earnings with flexibility to control your own diary and lifestyle. 40+ bays, 18-hole Course, American Golf, adventure golf.

Contact grant.sayer@teetogreencoaching.com for more details.

Wells Golf Club

Qualified assistant required, excellent coaching opportunities, simulator room plus floodlit driving range, shop hours plus chance to play regional events. For more information send CV to Chris Murphy, Wells Golf Club, East Horrington, Wells, BA5 3DS or call 01749 675005.

The PGA Professional

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Nevill Golf Club

Registered Assistant/Trainee required for the Nevill Golf Club. Strong focus on delivering structured Academy Programmes alongside member engagement activities, retail, custom fitting and individual tuition. Within the Matthew Paget Ltd group which offers natural progression. Please send applications to Andrew Smedley afsmedley@hotmail.com.

Blackmoor Golf Club, Hampshire

A busy private heathland course in Hampshire has an excellent opportunity for an Assistant/ Trainee.

Applicants should be motivated, enthusiastic, customer focused and keen to learn.

Please submit your CV and covering letter to PGA Fellow Professional Stephen Clay at: steveclay@blackmoorgolf.co.uk.

Sutton Hall Golf Club, Cheshire

Privately owned 18-hole parkland course requires a new PGA Qualified Professional. With experience of teaching golf, in retailing and golf administration and be an integral part of the club’s golfing activities.

Applications by email enclosing current CV to: maxfaulkner@btconnect.com Secretary/ Manager.

More employment opportunites overleaf ! >> 63

E MPLOYMENT O P P O RTU NIT I ES rec r u i t m en t @ p g a . o r g . u k Frilford Heath Golf Club

Poulton Park Golf Club, Cheshire

Seasonal Golf Services and Retail assistant required at Frilford Heath to provide golf services to our members and visitors.

The applicant would be required to work in all areas of the golf operation to include retail, custom fitting, golf services, competitions. Strong communication skills and teamwork essential.

Apply to Daniel@frilfordheath.co.uk.

Training applicant/registered assistant required to join a busy members club in Warrington. Must be smart, self-motivated with good IT and communication skills. Flexible working hours including weekends, plenty of teaching and playing opportunities.

Applicants must be reliable, enthusiastic, good people skills.

CV and cover letter to Alex Pritchard, email aj-pritchard@hotmail.co.uk.

Gerrards Cross Golf Club

Immediately hiring first/2nd year assistant. Role covers all aspects of running the golf operation - sales, competitions, stock maintenance, repairs, lessons, custom fittings. Great opportunity for someone to further their teaching and playing career. Friendly manner with customer’s extremely important, working in a team environment, marketing online. Forward CV to: lewisgatkinson@gmail.com.

Penn Golf Club

Hurtmore Golf Club

Cherry Lodge Golf Club

Indoor studio available for great earning potential. Average of 18 hours a week assisting the golf operations department, remaining hours dedicated to instruction on a self-employed basis. Friendly club with a course designed by Peter Allis. Amazing location just off A3. Email CV to Maureen.harman@hoburne.com.

Registered Assistant/Trainee required for Cherry Lodge Golf Club.

Strong focus on delivering coaching sessions, alongside member engagement activities, retail, custom fitting. Within the Matthew Paget Ltd group which offers natural progression in the industry.

Please send applications to Sam Jarrett – samjarrett9@icloud.com.

The Richmond Golf Club, Surrey

Magnolia Park Hotel Golf and Country Club

PGA qualified professional/PGA trainee required for this busy private members golf club. The successful candidate will be highly motivated with a passion for coaching and retail.

Please email your CV/covering letter to Steve Burridge. sburridge77@aol.com.

1st/2nd year trainee required the successful applicant will help to deliver golf services and particularly the implementation of the junior academy email jon@magnoliapark.co.uk.

Closing date: 14th April 2019.

Penn Golf Club, Wolverhampton is looking for a PGA assistant join our team at a busy members club. Role will include retail, custom fitting, repairs, great opportunity to develop junior coaching, Successful candidate must be committed to providing excellent customer service. Please send CV to stuart@uniongolf.co.uk.

Castle Royle Golf and Country Club Oakridge Golf Club

AS Golf requires a motivated, outgoing, reliable PGA trainee / applicant. Duties to include retail management (30/40 hours per week), teaching and custom fitting.

Fantastic opportunity to earn and work within a growing business.

For further information or to apply please email CV to Andy Smith: andy@asgolf.co.uk.

Wildernesse Club, Sevenoaks, Kent

An exciting opportunity for an ambitious individual who is enthusiastic about retail. The Wildernesse has superb facilities which offers a large retail shop offering broad range of brands. The candidate must offer first-class customer service, have a passion for driving sales, driven to earn.

Please email CV to David, headpro@wildernesse.co.uk.

Kingswood Golf Centre, Doncaster

Enthusiastic reliable and hard-working assistant or qualified PGA professional required for very busy golf centre role includes shop hours coaching custom fitting and repairs. For further information contact Chris.mann@foremostgolf.com.

Branston Golf and Country Club

Branston Golf and Country Club, is Looking for a PGA assistant.

Minimum of 30 hours p/w in a busy range shop. An interest in club repairs, custom fitting, marketing is beneficial.

CV and applications to stuart@uniongolf.co.uk.

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This is a demanding position that will require the chosen candidate to control all areas of golf operations including; Tee Times, Retail, Member Events and Member Relations. Previous experience in golf operations at a quality location is essential.

Apply to: p.ferguson@theclubcompany.com. american golf

We are seeking enthusiastic, ambitious and driven individuals who are passionate about retail and love golf! We are recruiting Sales Advisors for our Esher, Oxford, Northampton and Biggleswade stores. If you’re interested in this position and joining Europe’s largest golf retailer visit http://www.americangolfcareers.co.uk for further information.

Belton Woods Hotel, Lincolnshire

Director of Golf required at busy Midlands 45-hole Golf Resort. The ideal candidate will have a strong management background in a similar role with the desire to lead a team to operational excellence and revenue generation.

Applications by email to cmalone@beltonwoods.co.uk.

Gloucester Golf Centre

PGA Assistant required at a busy Golf Shop complete with 4 indoor teaching studios. Fantastic opportunity for teaching and shop duties.

Please call Peter Darnell 01452 613864 or email CV to sigmagolf@mac.com. www.gloucestergolfdiscount.com www.atgolfcoaching.com.

April 2019

| www.pga.info

re c r uitm e n t@ pg a. or g . u k EM PLOY M EN T O PPO R T U N I T I E S Bristol Golf Centre

Mark Janes Golf Academy

Bristol Golf Centre requires an enthusiastic and highly motivated PGA Professional to join our coaching team on a self-employed basis. Facilities include 22 bay range, 18-hole adventure golf, superstore, conference centre and Starbucks coffee shop. Please email your CV with covering letter to info@bristolgolfcentre.com.

Ambitious and focused Teaching Professional required for long-term future within very busy Academy. Fabulous earning potential, no shop hours. Qualified/3rd year Assistant. Applicants must have a genuine passion for a career in coaching, customer centric and team oriented.

Placement at Tonbridge Golf Centre and Nizels GCC in Kent.

Email letter and CV to: mark@markjanes.com.

The Tilgate Forest Golf Academy

PGA Qualified/ Trainee Professional required for full time coaching position, roles would include, The Junior Academy, Group and individual lessons. Facility includes covered, floodlit driving range with accompanying Top Tracer facility. 18-hole course, 9-hole Academy course and short game area. Excellent earning opportunity at a busy facility in the centre of Crawley.

Apply to Tilgate.academy@glendalegolf.co.uk.

Oak Park Golf Club

Oak Park is a modern golf club, with huge ambitions. We are seeking a forward-thinking Professional to join our team. Duties include running a progressive, innovative, club junior coaching programme, fed by a school passport programme and retail.

Significant earning potential awaits the successful candidate.

Email Dan Kean – oakpark-gdp@crown-golf.co.uk.

Golf on track, Godstone

New Trackman centre, 9-hole golf course, short game area and outdoor range. Coach with technology including Trackman and 3D analysis. Located 600 yards off the M25 in South London representing a great catchment area. Coaching/practice commission plus 15-20 paid reception hours.

Email CV/cover letter to John McCartney. info@golfontrack.com.

Sherfield Oaks Golf Club, Basingstoke

Training applicant/registered assistant required to join a busy members club. Must be smart, self-motivated with good IT and communication skills. Flexible working hours including weekends, plenty of teaching and playing opportunities.

Applicants must be reliable, enthusiastic, good people skills.

CV and cover letter to Paul Tedder, email sherfieldoaks-golfshop@crown-golf.co.uk.

Chobham Golf Club, Surrey

PGA registered Trainee/Assistant required for friendly private members golf club. A competitive rate of remuneration offered.

Candidate must provide a high level of customer service. Role will consist of shop work and providing a Junior coaching program.

Contact michael@chobhamgolfclub.co.uk.

Tidworth Garrison Golf Club

Fantastic opportunity for a motivated candidate with strong communication skills to join a vibrant professional team providing first class customer service. Excellent training and coaching opportunities at a busy members club. Apply with CV and covering letter to markboscott@hotmail.com by 5th April.

The PGA Professional

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OVERSEAS Prosports International

Brand/Account Manager – Dubai We are looking for a strong candidate who has a strong fitting background. Who can manage a Hardware Brand for the middle east. Part of the position will be also looking after Key accounts in the middle east region. Looking after relationships with sell in/sell thru at accounts. Please apply to stuart@prosports.ae.

Pun Hlaing Golf, Myanmar

Be at the forefront of golf development in an emerging country.

Exciting opportunity for enthusiastic / ambitious PGA Teaching Professional. Growing the game of golf teaching club members, public and junior programs. The successful candidate will be instantly busy and an important part of the prestigious club.

Enquiries: stephenchick@yomaland.com.

To place your vacancy/availability here contact Jessica Harrison in Member Services at: recruitment@pga.org.uk or on 01675 470 333.

Have you come to a career crossroads? Not sure which step to take next to move forwards?

We are here to help!

The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work.

Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction.

The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2019 the year you move your career forwards.

Email recruitment@pga.org.uk

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COLUM N F I N A L T H O U G H T

Stay relevant to keep your commercial edge Eddie Reid, managing director of golf retail services group the TGI Golf Partnership, explains why the role of the PGA Professional has never been more important than it is today in this competitive commercial age

‘‘

Technology and customer service is at the forefront of everything the on-course professional is doing, which is his or her unique point of difference from the competition

‘‘

However, following a period of tough trading conditions and economic uncertainty, we find that the PGA Professional’s position within the industry is probably more relevant today that it has been for the last 30 years.

The realisation for many golf clubs and facilities that they need to be run as commercial entities and not for fun by part time ‘wannabe entrepreneurs’, has meant many golf clubs are, once again, thriving with strong memberships, modern facilities and a very close and engaging relationship with the PGA Pro. Having said that, we still face challenges on a day-to-day basis, and that’s where the feeling that nothing has changed comes from.

There will always be competition in every marketplace. There will always be conflicting views on how to take a business forward, and there will always be advice given from a self-interest point of view. But the PGA Professional’s business should always be built on honesty, integrity and dignity in the face of constant adversity.

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Who would have thought that at retail, on-course market share would now dominate the marketplace? Technology and customer service are at the forefront of everything the on-course professional is doing, which is his or her unique point of difference from TGI Golf Partnership’s Eddie Reid the competition.

All the major brands have been key in that success over the last five or six years, but we need to realise that what worked five years ago doesn’t necessarily work today, and make the necessary changes to ensure we continue to reach our common goals.

If a PGA Professional’s business is successful, then the brands they deal with will also be successful, there is a balance to be struck to ensure this happens.

The need for PGA Professionals to understand the big picture is always a challenge, and to assist with this there is a need to take counsel from the right places, from people who have their best interests at heart, not their own.

‘‘

The PGA Professional’s position within the industry is probably more relevant today that it has been for the last 30 years

‘‘

T

he famous author CS Lewis once said: “Isn’t it funny how day-to-day, nothing changes, but when you look back, everything is different”.

That saying, in itself, is extremely relevant for where we are right now in the golf industry. At the turn of the century there was a feeling that the role of the PGA Professional would not survive, and that in 10-15 years’ time there’d be no need for a PGA Pro.

There are many around who want to help you, and although they may not always get it right, at least they are doing everything in their power to grow and develop your reputation at the very top of the game.

Take that into consideration when you listen to people and make the right decisions for you and ensure you remain in control of your own destiny.

April 2019

| www.pga.info

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