The PGA Professional - September 2018 by The PGA

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S â&#x20AC;&#x2122;

M A G A Z I N E

Volume 14 Issue 9 September 2018

BUILDING LOYALTY

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TRAVEL BREAKS

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THE ETERNAL MAGIC OF THE RYDER CUP How the PGA and its Members play their part

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S E P T E M B E R

CONTENTS

The

Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE

F E AT U R E S

21 The Ryder Cup

How the PGA and its Members continue to play their part in this enduring event

Editor: Jane Carter PGA News and Features: Steven Carpenter (steven.carpenter@pga.org.uk); Adrian Milledge (adrian.milledge@pga.org.uk)

Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Yvonne McPhillips (recruitment@pga.org.uk)

INSIDE THE PGA

7 8

PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2018 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA, the Crest and PGA Pro – the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887

This Month From Your Chief Executive PGA News

Key stories from The PGA and the Regions

16 Tournament Previews And Reviews

Staysure PGA Seniors Championship, Welsh National PGA Championship, Golfbreaks.com PGA Fourball Championship, M&H Logistics Scottish PGA Championship, PGA Super 60s Championship, The Lombard Trophy and WPGA Lombard Trophy

Photography: Getty Images, Adrian Milledge Design: Barbara Stanley

How an indoor golf coaching centre could boost your winter revenue

Marketing: Antje Derks

Editorial assistant: Kelly Lewis

Keep Them Coming Back

Retention is the name of the game

36 Taking The Game Indoors

Coaching: David Colclough Contributors: Phil Barnard; golfbreaks.com; Nicole Wheatley; Angela Youngman

2 0 1 8

54 Coaching Opinion

The problem with practice, and how to fix it

60 PGA Member Benefits

International conference, great offers and more

64 Situations Vacant

Job opportunities from around the country

R E TA I L I N G

32 Trade News

New products and personnel changes

41 Retail Watch

How to keep customers coming back PLUS: using EPOS data to buy your way to better profit

44 Fashion

Cool wool: style and performance from a versatile natural fibre

T R AV E L

48 Ramp Up Your Coaching Revenue

Hosted breaks can be a lucrative addition to your business

51 Top destination: Algarve

Portugal’s classic golfing location

Mark T

The Smith family

Local Co

53 Top Travel Picks for September

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Ltd

Tee Ladies

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Doug F

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MARKETING

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57 Marketing

Growing and nurturing your database

58 Your brand

What’s your Unique Selling Point?

Front cover: The history of The Ryder Cup, see page 21

The PGA Professional

| September 2018

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DATABASE Lucy P

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57 www.instagram.com /thepga

THIS MONTH FROM THE CHIEF EXECUTIVE

Proud partners

write this column just over two weeks before the start of the 2018 Ryder Cup Matches. The PGA has a very proud affiliation with the Ryder Cup which dates right back to its very beginning in 1927 and we remain the founding partner of the Matches. Perhaps more importantly, we are and will always remain trustees of the trophy after it was given to the Association by Samuel Ryder in 1927. What some of you may not know is the figure sitting proudly at the top of the Ryder Cup trophy is Abe Mitchell. He was a PGA Professional, a talented golfer who was hired by Samuel Ryder to improve his golf. Mitchell played in three Ryder Cups and whilst the Ryder Cup is very different now than it was in 1927 it is fantastic that a PGA Professional sits on the top of that famous gold trophy. The Ryder Cup is now regarded as the third biggest sporting event in the world with only the Olympics and the football World Cup generating a larger TV audience. No other golf event generates more interest for our great game and we should be proud that we are at the heart of the Matches.

‘‘

Sitting proudly at the top of the Ryder Cup trophy is Abe Mitchell. He was a PGA Professional, a talented golfer and a constant reminder of our important role as a founding partner

‘‘

Abe Mitchell and (inset) the Ryder Cup trophy which bears his likeness

While the Ryder Cup will undoubtedly be a marvellous showcase for the world’s best players, it will also be rewarding to see our PGA Professionals giving lessons and advice through the week in the Swingzone area. You find out more about The PGA’s involvement with the Ryder Cup by reading this month’s main feature from pages 21-27. CAPTAIN GALLACHER It is fitting that in Ryder Cup month we are able to reveal that former European captain, Bernard Gallacher, will become captain of the Association in 2021. Gallacher played in no fewer than eight Ryder Cup matches and captained the European team in 1991, 1993 and 1995. He was also head PGA Professional at Wentworth, home of the BMW PGA Championship, and has been a proud PGA Member for more than half a century. PGA ONE GOLF NETWORK PARTNERSHIP I also wanted to draw your attention to the announcement that The PGA has partnered with One Golf Network, a new marketing, customer loyalty and tee time distribution company. We believe that this partnership will benefit PGA Professionals as you continue to deliver value to your golf clubs. It allows you to better connect and engage with golfers through two core products. GoPlayGolf.co.uk is a marketing and tee time distribution website, giving you and your club more control when selling tee times. The Golfer Card is a data registration system for all golfers in the UK, with the focus on assisting clubs in collecting the data of the estimated 1.5 million independent golfers. For more information on PGA One Golf Network visit onegolfnetwork.co.uk and you will be hearing more about it as it rolls out during the coming months.

Robert Maxfield Chief Executive The PGA Professional

| September 2018

News Ryder Cup stalwart Gallacher to captain The PGA FORMER RYDER Cup captain Bernard

Gallacher was awarded the OBE in 1996

Gallacher has said he is ‘honoured and hum-

and was so highly thought of at Wentworth

bled’ to have been invited to become captain

that, following his retirement a year later, a

of The Professional Golfers’ Association.

statue of him was erected at the club.

The 69-year-old, who played in eight

Since then he has worked in the media and

Ryder Cup matches, captained the Euro-

been in-demand as an after-dinner and moti-

pean team in 1991, 93 and 95, and won 22

vational speaker. It was during one speaking

professional tournaments, will succeed Peter

engagement in Edinburgh that he suffered a

Hanna as PGA captain in April 2021.

cardiac arrest and was revived by a defibril-

He was also head PGA Professional at Wentworth for more than quarter of a century and membership of the Association has been a constant and important thread throughout his career.

lator kept in the building. Bernard Gallacher:‘honoured and humbled’ to captain the PGA

The roster of PGA captains also includes Fred Daly and Max Faulkner, Open

This inspired his wife, Lesley, with his support, to launch a successful campaign that encouraged golf clubs to raise funds to have at least one defibrillator on site.

“Despite my success in tournaments and

Championship winners in 1947 and 1951

Commenting on Gallacher’s nomination

involvement with the Ryder Cup as a player

respectively, and Tommy Horton, a close

as PGA captain, the Association’s chief exec-

and captain, first and foremost I have always

friend of Gallacher. All, like Gallacher, were

utive Robert Maxfield said: “Just as Bernard

regarded myself as a club pro,” said Galla-

PGA Professionals of a bygone age who com-

is honoured to become captain, so are we that

gher who turned professional in 1967.

bined their roles as traditional club pros with

he will take on the role.

“I am a proud PGA Member and I am honoured and humbled to have been asked to captain the Association.”

competing at an elite level.

“Although he has been one of the most

Reflecting on his dual role as club pro

high-profile and respected figures in golf

and tournament player, he said: “There’s no

for almost 50 years and still is, he has never

In doing so Gallacher will join the select

chance that could happen now. The demands

forgotten his roots and calling as a PGA

band comprising JH Taylor, Ted Ray, George

on Tour players make that an impossibility.

Professional.

Duncan, Henry Cotton, Bernard Hunt, Dai

Similarly the role of Ryder Cup captain is

“As a result Bernard has been a loyal and

Rees, and Eric Brown, who have captained

a full time one – that wasn’t the case in my

superb ambassador for the Association and

both The PGA and a Great Britain and Ire-

day. I was still head pro at Wentworth when I

we look forward to him continuing to do so

land or European Ryder Cup team.

captained the team.”

as its captain.”

Shacklady wins maiden Staysure Tour title DAVID SHACKLADY could not hide his delight after claiming a maiden victory in his first year on the Staysure Tour. The experienced PGA Member produced a final round score of 69 to win the VTB Russian Open Golf Championship (Senior) by two shots at the Moscow Country Club on Sunday. “It’s absolutely unbelievable,” he said. “It’s a bit of a blur at the moment. My aim was just to keep my card and now I’ve done that comfortably. “I played great in the last event at the London Golf Club. I spent some time with my coach Simon Edwards and it felt great there and I’ve brought it here. I just stayed patient and I hit it great, to be fair. I managed to hold them all off with a load of pars, which was lovely.” The 51-year-old had three top 20 finishes to his name prior to winning in Russia. He dedicated his win to John

O’Connor, a friend and former David Shacklady colleague at Ormskirk Golf Club in the north of England who recently passed away. “I’m having the time of my life,” he added. “I’ve watched these guys on TV all my life so playing with them is just a dream to start with. To contend with them and now to win is unbelievable. “There’s a lot of winners in the field and you know they’re not going to give you a title, you’ve got to earn it. I was nervous but I managed to keep my head and pars were good enough, thankfully.”

www.pga.info

News Davies takes on Overseas role MATTHEW DAVIES will lead The PGA’s

• Developing and implementing new initia-

activity for Members working outside the UK

tives to increase the number of Overseas

and Ireland after taking on a new role as the

Members.

Regional Manager for Overseas Members.

“There are more than 1,600 PGA Mem-

Having worked for the Association since

bers now working overseas, which represents

2010, and being a graduate of the Applied

the largest number of all the PGA regions,”

Golf Management Studies (AGMS) degree

said Davies.

programme, Davies is well equipped to suc-

“As well as providing more support to our

ceed in a new role, which has been created to

Overseas Members, I want to showcase the

provide support and direction for the growing

incredible work they do, and the fantastic

number of Overseas Members.

roles they hold, to the rest of the PGA mem-

From 2013 to 2016 he was based in China

bership and wider golf industry. I am excited

responsible for raising the profile of The

to be taking up this new position and can’t

PGA brand and growing the number of

wait to get started.”

PGA Members working in the country.

If you would like to get in touch with

Davies will also have responsibility for

the new Overseas Regional Manager you

identifying and promoting employment

can contract Matthew Davies by emailing

opportunities for Members to work both

matthew.davies@pga.org.uk.

within the UK and abroad. He will ensure the Association is effectively engaging with Overseas Members by: • Promoting the work of Overseas Members through existing PGA communication channels. • Offering individual support. • Arranging educational conferences and events, such as The PGA Members’ International Conference in Thailand, held in November. • Establishing networking opportunities for Members working abroad.

New Regional Manager for Overseas Members Matthew Davies

State-of-the-art indoor play NICK MONCUR is heading up a brand new indoor state-of-the-art golf facility in Milton Keynes offering golfers the opportunity to play more often, all year round in a comfortable environment. Using the latest in golf simulation, The Pro Shot Golf Club brings the golf course indoors, removing any risk of poor weather and if time is an issue, players can select shorter sessions to suit availability. The club has been kitted out with the Ultimate TruTrack 2 Golf Simulator, allowing visitors to play over 90 courses around the work in a realistic golfing experience. The software also tracks your progress and provides feedback, allowing players to improve their game. Nick Moncur is the in-house PGA Professional who provides expert advice and in-depth analysis. He said: “One of the main reasons for us opening was for the 73 per cent of golfers who only play once a year. “We want to encourage families to come, but also the serious golfer. Having been coaching the past 25 years, I’ve noticed a distinct drop in numbers of golfers in the Winter. “We also feel a golfer should get more information when they play or practice. With today’s technology, club and ball data is more accessible on simulators and launch monitors. Our clients can keep their data and work on things easier.” For more information visit www. proshotgolfclub.com.

Be part of the Distance Insights project THE R&A and the USGA have teamed up with Sports Marketing Surveys to engage with 12 stakeholder categories. This includes ‘golf professionals/teachers’ and ‘course facility professionals’. The work will principally focus on gaining an understanding into how distance in golf has impacted them over their full golf experience and its projected impact into the future. Research for the Distance Insights project began in May as part of The R&A’s and the USGA’s overall efforts to ensure the long-term sustainability of the sport. Primary and third-party research is being conducted to review historic data and ascertain the past, present

The PGA Professional

| September 2018

and future implications of increased distance on how the game is played. The latest phase of the project involves speaking to golfers worldwide and those working in the industry in leading and emerging golf communities. Each group will be asked a series of universal questions to elicit broad perceptions of distance on golf, as well as group-specific questions relating to their area of expertise. The findings of the global perspectives research are expected to be a vital component of the full Distance Insights report, scheduled to be released in 2019. More information on the Distance Insights project can be found by visiting: randa.org/distanceinsights.

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News Leadbetter’s Stoke Park dream comes true

David Leadbetter’s European academy headquarters at Stoke Park Country Club & Spa is ‘one of the world’s premier golf facilities’

MULTIPLE MAJOR-winning coach David Leadbetter has opened ‘one of the world’s premier golf facilities’ after his new European academy headquarters at Stoke Park Country Club & Spa was unveiled this summer.

WBO – Women’s Swingzone THE PGA’S We Love Golf campaign was in full swing at The Women’s British Open as eight PGA Professionals provided free lessons to members of the public throughout the week. The social media and PR campaign aims to encourage more women and girls to play golf and last month they were encouraged to sign up and enjoy a free 15-minute lesson given by an all-female coaching team. Among the pros at the event were Sarah Bennett, who recently won the PGA Toby Sunderland Award, and AGMS graduate Joanne Taylor, who is coach to Heart breakfast presenter Jenni Falconer. The team delivered over 600 lessons across 156 hours at Royal Lytham & St. Annes Golf Club. Jonathan Wright, PGA Golf Development Executive, commented: “It was fantastic to see an all-female team of PGA Professionals providing great experiences to a whole host of different people at the Ricoh Women’s British Open Coaching Zone. “The PGA’s We Love Golf campaign sets out to show the diverse nature of golfers in the hope that other people just like them might give golf a try.”

Leadbetter, who has coached players to 22 major championships, has more than 30 academies across the globe, with Stoke Park the 13th venue to open in Europe. Many of the world’s top golf coaches have gone through the Leadbetter Golf Academy certification and Stoke Park’s team of dedicated professionals has been undergoing the training programme. “We’ve had academies in the UK for some time, but to have a facility such as Stoke Park really is a dream come true,” said West Sussex-born Leadbetter. “It’s going to be a tremendous facility and we can’t wait to get started, to help the members out and really promote the game of golf in general. I know how much involvement Stoke Park has in developing young players and we look forward to being part of that as well.” PGA Professional Chris Murtagh, Stoke Park’s head of instruction, leads the facility and his team of teaching professionals are trained in the Leadbetter philosophy by coaches who have flown in from the USA. Stoke Park’s director of golf, Stuart Collier, added: “This is wonderful news for all connected with Stoke Park, for David Leadbetter is a legend in golf coaching. “The opening of his academy’s European headquarters here at Stoke Park is a further exciting development and will be of great benefit for golf in the south.”

Naudo has big shoes to fill DANIEL NAUDO has moved north of the border to replace fellow PGA Member Amy Yeates as director of golf at Fairmont St Andrews Joining from London Golf Club, Kent, Naudo will head up a team of 30 staff and will be responsible for strengthening the international presence of the golf offering at the five-star resort. The 32-year-old will ensure guests are provided with a unique golfing experience. He will also be responsible for promoting golf services and creating different ways to encourage younger players and families to enjoy the sport at the resort. Naudo brings a wealth of experience and knowledge to Fairmont St Andrews having over 12 years’ within the golf industry. Starting his career as a sales consultant at Stoke Park, Buckinghamshire, Naudo followed his true passion for golf at London Golf Club where he progressed from sales manager to head of operations for nine years. His understanding of golf operations, sales and marketing will continue to grow the reputations of the two championship golf courses, The Torrance and The Kittocks on the five-star resort. Commenting on his new role, Nuado said: “I am delighted to be at the iconic Home of Golf to lead and develop an incredibly successful team. “What better place to follow my passion for golf and growing the awareness of the two championship courses.”

www.pga.info

News APAL awards for Dougan and White A GOLF coach who has improved the lives of youngsters, adults and people with physical and mental disabilities, has earned PGA Fellow Professional status. Steve Dougan built up a reputation as one of the best golf coaches in south Devon having enjoyed successful roles at Darmouth Golf & Country Club, Whitsand Bay Hotel & Golf Club and Yelverton Golf Club. The 43-year-old moved to Borington Park Golf Club as Director of Golf in 2013 and during a five-year spell he increased membership by 52 per cent, creating an inclusive environment by making the course and facilities accessible to local disability groups. In April this year, Dougan moved to the Midlands as club manager/director of golf at Moseley. He currently manages all aspects of the club including the course, services, food and beverage, club activities and administration. Christopher White, 47, has also been made a PGA Fellow Professional after progressing his career in Abu Dhabi and the UAE before taking his current role as Director of Operations at Ayla Golf Club, Jordan. Tom Rourke (The Track, Meydan Golf, UAE) and Craig Thomas (The Golf Academy) retained their PGA Fellow Professional status. Also honoured in the latest APAL awards were Jonas Hagert (Adby & Hagert, Switzerland), Philip Henderson (Al Zorah Golf Club, UAE) and Nicola Melville from the PGA tournament team, who were accorded to the status of PGA Advanced Professional.

Return of the Matt MATT STABLES has returned to South Essex Golf Centre as Golf Development Professional with a clear message to all golfers – a promise to improve their game. The experienced Advanced PGA Professional has returned this summer after six years away from the club to develop a brand-new series of activities aimed at growing the game, and attracting golfers of all ages to the 27-hole golf complex. “To me, golf is the best sport in the world, and for millions of people pure happiness is a day at the golf club with friends” said Stables. “So I’m back here to engage local people not only with South Essex, but also with this amazing sport.” “I have a pupil who cut a massive 32 shots off his golf game this year! I just gave him a personalised plan of action, and it really paid off.” The 42-year-old had launched new initiatives such as a Practice Club where both members and visiting golfers mingle with the common goal of shooting lower scores. He has also started new Junior Classes at the weekends starting with Tiny Tots from four years of age, and is also hosting new coaching programmes for female golfers and seniors at South Essex. The PGA Professional

| September 2018

Richard Bradbeer (1937 – 2018)

Former PGA Captain Richard Bradbeer

THE PGA regrets to announce the sad news that Richard Bradbeer, captain of the PGA in 1990, has passed away. Richard, who was 81, enjoyed an illustrious career which included writing three golf books and producing an instruction video on how the game should be played. He was one of the first PGA Master Professionals following a 21-year coaching career at Royal Birkdale, where he was incumbent during three Open Championships. He was made an honorary member of Royal Birkdale on his retirement in 2001 and three years ago he became club president. Richard was PGA Cup captain of the Great Britain and Ireland team in 1990 for the match against the United States at Turtle Point, South Carolina, where the hosts prevailed 19-7. His busy career also included designing a pay-and-play golf course at Garstang, Lancashire. He was a senior lecturer and examiner for The PGA, helping with the training of young professionals and a coach for the former English Golf Union and the Ladies Golf Union. Originally from Somerset, his father Bob had seven brothers who were all club professionals. Bradbeer had three brothers but he was the only one to follow in his family’s footsteps. He left school at 15 to become an assistant to his uncle at Burnham and Berrow, carrying on the tradition of 60 years’ service at the club by his family.

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News Tour success for Hemstock PGA ASSISTANT Billy Hemstock admits splitting his

programme and it

time as a player and coach can be difficult, but his

is my fifth win on

efforts were rewarded after celebrating his fifth win

the Tour overall. I

on the PGA EuroPro Tour last month.

love competing;

Hemstock joined the PGA Training Programme in

being in contention

September 2016 and as working as a full-time as a

and winning is what

coach at the Roehampton Club, London, he has been

gets me up early for

competing on the EuroPro Tour for several years.

practice.”

The 34-year-old won the Nokia Masters at

Asked about his

Billy Hemstock with the winner’s trophy at the Nokia Masters at Mannings Heath Golf Club, West Sussex

Mannings Heath Golf Club, West Sussex and he is

future aspirations on

keen to carry on juggling between his two passions.

completion of his training, Hemstock added: “I really

“I joined the PGA programme because I love golf

enjoy coaching and I have gained some invaluable

and wanted to learn more about the game and the

experience being at Roehampton Club under the

business that surrounds it,” said Hemstock. “I love

tutelage of Richard Harrison.

coaching and passing on what I have learnt from playing.

“I hope to establish myself as a respected coach whilst playing to the highest level I can. It’s great

“I tend to work long days and that allows me time to practice in-between shop work and coaching. “It was my first win since starting the PGA

to be able to pass on what I have learnt both through the PGA Training Programme and from my tournament experiences.”

Murray promises golfing thrills at Paultons COLIN MURRAY has promised to thrill, entertain and engage with players after taking on a new role as Golf Development Professional at Paultons Golf Centre. The 48-year-old has already started to develop a brand-new series of activities aimed at growing the game and attracting golfers of all ages to the 27-hole golf centre near Ower. One of Murray’s first initiatives, a new

Junior Academy set to start at Paultons in September, will introduce children as young as five to golf during its 14-week run. “Golf teaches you how to behave sportingly, it gets you physically fit, and it trains your mind as much as it tests your body,” said Murray, who has been a qualified golf instructor for over 15 years. “So if I can inspire a child to take up golf, it has genuine, life-long value.” Colin Murray: developing a new series of activities to thrill, entertain and engage at Paultons Golf Centre

The PGA Professional

| September 2018

Murray is also designing new-style golf events tailored to the centre’s 9-hole Academy course, including an innovative 40/40 Golf Challenge where golfers race the clock to bear their best score. “I want to engage people in as many different ways as possible here at Paultons,” Murray explains. “We’re so lucky here to have some of the best practice facilities in the south of England. “The 9-hole course is perfect for beginners, juniors, or as an entertaining warm-up for our main course, and that’s where we will be staging many of our new events and challenges. Plus, we have one of Hampshire’s best driving ranges. “With 27 holes playable all year round, a great range and a warm atmosphere in the clubhouse, it’s always buzzing here. I am like a kid in a sweetshop, with all the things that Paultons offers, I am really looking forward to playing a central role at the club.” 15

T O U R N A M E N T S

Staysure PGA Seniors Championship PGA Member delivers perfect ending to revived tournament, writes Adrian Milledge.

GA Member Phil Golding provided the perfect welcome back greeting to the Staysure PGA Seniors Championship following its return to the tournament schedule after a threeyear hiatus. The tournament, which was first contested in 1957, was revived thanks to the sponsorship of insurance specialists Staysure and Golding rewarded them with a memorable finale. Six shots adrift of joint-leaders Santiago Luna of Spain and New Zealand’s Greg Turner at the start of the fourth and final negotiation of the International course at the London Club, Golding left them and the rest of the field in his wake with a nineunder-par round of 63. In doing so, he equalled the course record set by Colin Montgomerie and PGA Professional Peter Scott earlier in the tournament, and had an eagle putt at the par-five 18th dropped instead of lipping out he would have broken it. RECORD BOOKS With apologies to the excellent venue, however, the victory has earned Golding an even more prestigious place in the record books. He joins a list of winners that includes a trio of Open champions – Max Faulkner, Kel Nagle and Peter Thomson – as well as Dai Rees, Tommy Horton, Christy O’Connor, Neil Coles and Sam Torrance. “I’ve just seen all the names,” said the 56-year-old, clutching the trophy. “It’s an honour to win it and I’m privileged to be associated with The PGA.” That association began in 1984 when Golding qualified at Lilleshall under John Stirling. “I was at Arkley at the time,” recalled 16

PGA Member Phil Golding equalled the course record in winning the tournament

Golding, who is attached to Sandy Lodge Golf Club in Hertfordshire. “I followed that by going to Northwood and then South Herts with Richard Livingstone. I learned how to mend clubs, retail, teach and play with the members and went from there. But I was always hungry to compete – that’s what I wanted to do. “But I’ve been paying my subs ever since and have played in many, many pro-ams in the East region. I haven’t played so much recently but always keep track of the scores.” TEAM PLAYER Golding’s victory, which earned him £60,000, was achieved in tandem with another PGA Member, Matt Masters, a rookie caddy whose role became more intense as the tournament progressed. Reflecting on his four days on the bag, Masters said: “I’ve been a pro for 28 years and I’ve been helping Phil on and off for

the last three but this was my first proper stint of caddying. “It was a fantastic experience just to be out there. When I was asked to help line up putts it became pretty serious. I had been asked earlier in the week but I wasn’t feeling the pressure then but as the round went on it was a big responsibility.” It all added up to a victory that saw Golding finish two shots clear of Sweden’s Magnus P Atlevi and three ahead of Paul Broadhurst, Chris Williams and Santiago Luna. Despite finishing third, Broadhurst, an honorary PGA Member who is coached by Tim Rouse, the head PGA pro at Northants County, strengthened his position at the top of the Staysure Tour’s Order of Merit. He now leads Spain’s Miguel Angel Jimenez by €164,000 and is €368,000 clear of Montgomerie who finished tied 15th on 11-under. www.pga.info

T O U R N A M E N T S

Welsh National PGA Championship sponsored by Asbri Golf

Toby Hunt avoids reprise of 2017 disappointment, writes Adrian Milledge.

ardiff golf pro Toby Hunt ensured there would be no repeat of last year’s final round stumble in winning the Welsh National PGA Championship at Ashburnham. But it was a close run thing for Hunt, a PGA Professional who represents St Mellons Golf Club. Having led at the halfway stage at Celtic Manor in 2017 when Sion Bebb went on to win the tournament for the third time, another previous winner came close to foiling his victory bid 12 months later. This time Garry Houston, who won the title in 2015, threatened to poop Hunt’s party and claim the £1,500 first prize. As did Rhys Enoch, courtesy of a spirited late rally. In a tense denouement to the Asbri Golf sponsored event, both finished a stroke adrift of Hunt on seven-under-par after trailing him by three shots at the midpoint of the second and final round. Hunt and Enoch had begun the day four and three shots respectively ahead of Houston. And although Enoch struggled to find the form that had seen him play all four rounds in last month’s Open Championship, there was little hint Hunt would be caught. That is until he double-bogeyed the par three 16th and joined Houston on eight-under. Parity was brief, however. As Hunt approached the 17th tee, Houston missed a short putt up ahead on the green and his one shot advantage was restored. Hunt had recovered from wobbles earlier in the round, not least when he steadied the ship with a par after a double bogey at the par-five fifth and then posted three successive birdies. Reflecting on his response to setbacks, The PGA Professional

| September 2018

he explained: “Tiger Woods has been my hero since I was able to walk. If he makes a bogey, he makes a birdie straight afterwards. It’s something he’s always been able to do. “That’s something I’ve tried to learn – get it out of your system, move on and repair the damage. I did that a couple of times today.” The double bogey with two holes remaining presented a different scenario, however, and Hunt added: “I was running out of holes so my chances of making amends were limited.” In the event, successive pars sealed victory although Enoch did his best to force a playoff with a bold attempt to drive the par-four 18th that ended with him signing off with a birdie as opposed to the eagle he needed. Helping Hunt hold his nerve and regain his composure was Barry Thomas, the head PGA Professional at St Mellons who was on the bag. “I’ve worked with him for the last eight years,” Hunt recalled. “We’ve had tantrums

and fights but he’s always believed in me and long may it continue.” While Hunt won the major event, the competition for senior Welsh PGA Professionals was claimed by the host club’s Martin Stimson after two negotiations of familiar territory with a one-under-par score of 143. The Welsh National PGA Championship has now been sponsored by Asbri Golf for six years and commenting on yet another successful tournament, the company’s managing director Eryl Williams, said: “We’re a passionate Welsh company and we’re proud to sponsor this historic and prestigious event. “It’s our way of thanking all the pros who have supported us for the past 15 years and continue to do so.”

Left: Welsh National PGA Champion Toby Hunt; above: Martin Stimson (left), winner of the Senior event, with Eryl Williams, managing director of tournament sponsors Asbri Golf

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Golfbreaks.com PGA Fourball Championship supported by BMW

Simply the best: James Watts and Jack Winer win the Golfbreaks.com PGA Fourball Championship

est mates and each other’s best man, James Watts and Jack Winer proved they were simply the best in the Golfbreaks.com PGA Fourball Championship at Belton Woods by winning it. But having led the chase for the £5,500 winner’s cheque since posting an opening 12-under-par round of 60, they were given an almighty scare confirming it while negotiating the tournament’s closing holes. They had begun the third and final round a shot clear of West country duo Ryan Pope and William Nolan Farley. And with six shots covering almost half the 24 pairs that had made the cut, they knew their lead was fragile, especially given the event’s better ball format. “We said at the start of the day that someone would come from the pack,” said Watts, who has just completed his first year as a PGA Assistant at Kingsway Golf Centre in Hertfordshire. However, they did not anticipate that ‘someone’ would begin the day six shots behind them, post a tournament-best 13-under-par round of 59 and leave them needing a birdie at the final hole to force a play-off. “I made the mistake about half way round of saying no-one was really pressing us,” admitted Winer who, attached to Abridge Golf and Country Club in Essex, has just completed his PGA training. “Then all of a sudden we learn a pair were in the clubhouse on 27-under. We were five or six holes out at that stage.” The pair in question comprised Adam Keogh of Spalding Golf Club and Glen Gorse Golf Club’s Michael Reed. In a bogey-free round, Reed accounted for five birdies while his partner racked up 18

Cheque mates: James Watt (left) and Jack Winer

Get in: Jack Winer reacts to his tournamentwinning putt

seven plus an eagle at the par-five 18th. Watts and Winer had eagled the hole in rounds one and two but were unable to follow suit in round three, so both pairs returned to the 18th tee for the sudden death play-off. many years. So much so that, as well as At 486 yards in length, the hole was a ferbeing best men on Belton Woods Lake tile source of eagles. Sixteen were recorded Course, they have been or will be each oththere during the tournament but none er’s best man off it. during the first negotiation of it in the “He was my best man in April and I’m play-off. best man at his wedding in June,” said Watts. Then Keogh, chipping from the fringe “We’ve been friends for a long time so behind the hole, came within an inch of one it’s nice to come out and do the business before Winer, on the green in two, held his together,” added his partner. nerve to hole from 14 foot to secure victory. Leading scores Reflecting on their sucJack Winer (Abridge Golf and Country Club) and -27 cess, Winer said: “The key James Watts (Kingsway Golf Centre)* was keeping the ball in play Adam Keogh (Spalding Golf Club) and Michael -27 and we both putted reasonReed (Glen Gorse Golf Club) ably well. Lee Clarke (Beeston Fields Golf Club) and Jack -24 “We dovetailed nicely and Lynch didn’t do anything stupid. Ryan Pope (Exeter Golf & Country Club and -24 When one of us got into William Nolan Farley (Bovey Castle) trouble the other bailed him Michael Watson (Wessex Golf Centre) and -24 out.” Richard O’Hanlon (St Kew Golf Club) Which clearly typified a *won play-off relationship that goes back www.pga.info

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M&H Logistics Scottish PGA Championship Gleneagles is staging its 20th consecutive Scottish PGA Championship

wo years after it hosted the 100th staging, Gleneagles is set to mark another milestone with this year’s M&H Logistics Scottish PGA Championship. It will be the 20th year in a row that the Tartan Tour’s flagship event has been held at the Perthshire venue, a run that has seen it played on all three courses at the five-star resort. The quality of winners in that time has not only been impressive but also shown why the Gleneagles courses require shot-making as opposed to just long-hitting. John Chillas, for instance, was in the twilight of his career when he claimed the title in 2001, bridging a 25-year gap since his first win in the event at Haggs Castle.

Other victors at what many believe is Scotland’s top tournament venue have included Paul Lawrie (2005), Dean Robertson (2006) and Chris Doak (2010). No-one, though, has enjoyed more success in the event at Gleneagles than Chris Kelly, who triumphed in 2003 before repeating that success in both 2015 and 2017. Kelly will be defending his title on the King’s Course on October 15-18, with Crieff hosting two separate 18-hole qualifiers and, as always, the strength of those fields was exceptional. Craig Lee, who was playing on the European Tour as recently as 2016, was among the hopefuls, as were Heather MacRae, Katy McNicoll and Jorden Ferrie.

Shona Malcolm, the PGA’s Regional Manager for Scotland, said: “Yet again we had two strong fields of members aiming to qualify for the M&H Logistics Scottish PGA Championship, the flagship event. “The support of PGA Partners M&H Logistics and Gleneagles is much appreciated by everyone at The PGA.” Chris Kelly – defending his title this year

PGA Super 60s Championship Familiarity breeds contentment for Wollaton Park pair, writes Adrian Milledge.

lyn Krause and Richard Coleman proved there is no place like home in winning the PGA Super 60s Championship at Wollaton Park Golf Club. Krause is a PGA Professional at the club, which is a three-wood or two distant from Nottingham city centre, while Coleman, his amateur partner in the better ball competition, is a member. So inevitably they were the best supported of the 74 pairs competing for a portion of the £10,000 prize fund of which £1,250 went to the winner. But just as they were not given an easy passage to victory thanks to the obduracy of defending champions John Hay and Rob Dennett as well as Brian McKee and David Carter, who both finished a shot behind on 14-under, neither were their supporters. They had to live on their nerves until the last shot of the tournament when Coleman The PGA Professional

| September 2018

Winners Richard Coleman (left) and Glyn Krause

held his to drain a six-foot putt to clinch victory. Prior to that Coleman had executed a tricky chip from off the green in what was an action replay of a scenario that had not gone well a fortnight beforehand. “I was faced with the same shot then,” Coleman recalled, “and I put the ball in the bunker in front of me.” All of which suggests local knowledge did play a part in their victory.

“I think it helped us on the greens somewhat,” admitted Krause. “But Richard’s putting was so good it was like playing with Jordan Speith. I was just riding on his coat tails, I really was. “My overall score today was better than yesterday but Richard played so well my contribution didn’t matter that much. “In fairness, you’re more comfortable playing at home. You know the yardage and undulations.” Meanwhile, retired PGA Professional Iain Clark, the father of 2019 PGA Cup captain, Cameron, and his amateur partner, Colin Day from Hagley Golf Club in Worcestershire, celebrated a memorable double. Having won the Super 60s Championship at Forest Pines in 2007, the pair posted a score of 11-under to win the Superb 70s tournament that runs in tandem with the main event. 19

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The Lombard Trophy and WPGA Lombard Trophy

atthew Dearden has wasted no time in making a positive start to an objective he set himself when he was appointed Glamorganshire Golf Club’s head PGA Professional. Within six months of starting the role, Dearden will represent the club in the the Lombard Trophy final at the Vila Sol in Portugal on September 20 and 21. His participation in the final of Europe’s largest pro-am ticks the box he labelled ‘Earn my new club plenty of good publicity’ when he was interviewed for the position. “It was part of my remit when I applied for the job that I wanted to get the club’s name out there more,” he explained. “I hadn’t played in this event much but I wanted to this year, playing in these competitions helps a lot.” Dearden will be joined in the £41,450, Coca-Cola and Pestana Resorts supported event on the Algarve by Dave Gooding, a five handicapper. In contrast to his professional partner, Gooding, who works in the after sales department at Cardiff’s Porsche garage, has a lot more miles on the clock in terms of his association with their club. Gooding, who joined the club as a

junior member 28 years ago, said: “I was Club PGA Professional Ali Gray will also 10 when I first started, so I’ve seen plenty be playing in her third WPGA Lombard of changes there. Trophy Final as will Dinsdale Spa Golf “I can’t wait for the final so I’ll be putClub’s Nikki Dunn. ting plenty of practice in. I hope we can The WPGA Lombard Trophy Final runs play like we did in the qualifier at Burnin tandem with the men’s event at Vila Sol ham & Berrow Golf Club.” and this year’s competition has attracted a That was one of two qualifiers held in record number of entries. the West region; the other, staged at Royal Pairs from 39 clubs participated in the North Devon, Bideford, saw Saunton qualifiers and Gray welcomed the comGolf Club duo Albert MacKenzie and his petition as a key addition to the WPGA amateur partner Phil Waterton book their calendar. place in the final. “It’s fantastic for the WPGA that we get And for MacKenzie, captain of the victhe chance to play in an event like this.” torious 2017 Great Britain & Ireland PGA Reflecting on her victory in the qualiCup team, it will be a familiar experience. fier at Dunham Forest Golf Club playing “I’ve been fortunate enough to play in alongside retired dentist Pat Johnson, she the 2013 and 2016 finals,” he said. “It was added: “We were very pleased with the way a great team effort and it’s great to make it we played. It means I will have played in all a hat-trick of events. I’m so pleased we’re three finals now.” going to the grand Finalists – Lombard Trophy Club final in Portugal. I really enjoyed the first two.” Ormskirk Golf

Matthew Dearden (left) and Dave Gooding

Michael Bradley and Tom Hallam

Notts

Darren Leng and John Fawcett

Far Range

Jason Partridge and Louis Ramsay

Piltdown

David Hughes and Vincent McCaffrey

Massereene

Norman Huguet and Shaun Tiffany

Musselburgh

Scott McGrenaghan and Douglas McGregor

Elderslie

Richard Copsey and Aidan Kinsgbury

Enville

Albert MacKenzie and Phil Waterton

Saunton

Andrew Robinson and James Smith

Southwold

Garry Houston and Patrick Laing

Carden Park

David Green and Andy Nolan

Dukinfield

Steve Cowie and Ben Homewood

Worldham

Craig Shave and Phil Wright

Whetstone

Matthew Dearden and Dave Gooding

Glamorganshire

Finalists – WPGA Lombard Trophy Club

Above: Ormskirk Golf Club PGA Professional Alison Gray

Alison Nicholas and Pam Bailey

Beau Desert

Sian James and Gulnida Toichieva

Wentworth

Alice Hiluta and Susan Spash

Royal Mid-Surrey

Alison Gray and Pat Johnson

Ormskirk

Nikki Dunn and Wendy Mitchell

Dinsdale Spa

Eleanor Robinson and Marine Richfield

Leeds Golf Centre

www.pga.info

Another chapter is written T

he Ryder Cup has become one of, if not the biggest team competitions in the world of sport. The PGA has played a key role in its development. This yearâ&#x20AC;&#x2122;s eagerly anticipated match has the potential to be one of the greatest contests in recent years, with millions of people worldwide set to tune in and watch the action at Le Golf National, France. Steve Carpenter looks back at the history and the part the PGA and its Members will play in Paris.

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brief history lesson reveals the important role the Association has played in bringing the Ryder Cup to life. The first unofficial match took place at Gleneagles, Scotland on June 6, 1921. Golf Illustrated proposed to The PGA that a match should take place between Great Britain and a team of 12 Americans who were travelling to the UK in a quest to win The Open Championship. Some of the most iconic names in golf, including James Braid, Harry Vardon and JH Taylor, three golfing pioneers and the founding fathers of The PGA in 1901, played in what was a comfortable win for the home side. Five years later a second unofficial match was played at Wentworth before the first official Ryder Cup match was played at Worcester Country Club in America in 1927. Dr Phil Weaver (OBE), Curator of PGA Heritage explains: “I look back to the first professional match played against America at Gleneagles in 1921. It was the legendary founding PGA Member James Braid who instigated the contest.

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RYDER CUP DEED OF TRUST On July 25, 1927 Samuel Ryder laid down by Deed of Trust the Ryder Cup to the Professional Golfers’ Association. The trustees whose signature appear on the document were John Henry Taylor of Royal Mid-Surrey Golf Club in Richmond, James Braid of Walton Heath Golf Club and Joshua Taylor of Richmond Park Golf Club.

“When the second International was played at Wentworth in 1926 it was the leading PGA members of the day who inspired Samuel Ryder to provide the iconic golf trophy that is now challenged for biannually. Graciously, Mr. Ryder entrusted his trophy and, the welfare of the match, to The Professional Golfers’ Association in perpetuity. To this day the PGA and its members remain woven into the very fabric of the Ryder Cup.” That fabric can literally be seen on top of the trophy through the figure of Abe Mitchell, the small man who sits proudly on its lid (see below). To this day The PGA remains the trustee of the famous trophy. While the contest has continued to grow through the years, the important role of the PGA Professional also has changed somewhat.

“There was a time when you had to be a PGA Member to play in the Ryder Cup, but that’s changed with the development of the game and the European Tour,” said Sandy Jones, former Chief Executive of The PGA. After the 1991 contest, each player on the European team was made an Honorary Member of The PGA in order to maintain the Association’s connection with the Ryder Cup. Jones continued: “There was this generation of golfers who had no connection with The PGA and what we are all about. “I put a recommendation to the board that all European players should be made honorary Members, to recognise the players as members as well as their service to the Ryder Cup. It was our way of maintaining the relationship between The PGA and The Ryder Cup.”

Abe Mitchell – The man on the Ryder Cup The story of Abe Mitchell and the Ryder Great Britain won the contest comfortably Cup trophy in many ways epitomises what 13½ - 1½ with Mitchell’s two wins impressing the PGA stands for. Ryder. This was deemed as the first Mitchell was himself a fine golfer who unofficial Ryder Cup match and although appeared in two Open Championships as an Ryder had created a trophy for the winners, amateur; Royal St George’s Coronation Open it was unfortunately not made in time. in 1911 and two years later at Royal Liverpool. Soon after a challenge match over On return from serving his country during 72-holes took place at Wentworth between The Great War, the East Grinstead-born Mitchell and American captain Walter player had his eyes on one prize – the Hagen. Mitchell looked on target to claim elusive Claret Jug. the £500 winning prize after ending the Abe Mitchell, the man on the top of the trophy It was in his grasp after the opening two opening day four holes up. Hagen however rounds at Royal Cinque Ports in 1920, but a went on to win the contest after gaining a disappointing third round score of 84 saw him finish in fourth psychological advantage over Mitchell. The American turned position – his best ever finish. up late, some 30 minutes after the tee off time and his style of Mitchell enjoyed five years at North Foreland Golf Club, play agitated the British player. Kent, before emigrating to America in 1925 to enhance his Annoyed by the manner of Hagen’s victory, Ryder instructed status as a player a model of Mitchell to be placed at the top of the Ryder Cup Samuel Ryder was an entrepreneur at the time as well as trophy, which was donated to America for the first official a keen golfer. He had sponsored several golf tournaments contest between the two teams at Worcester Country Club, in the UK and after meeting Mitchell at one particular event Massachusetts in 1927. at Verulam Golf Club, St Albans, the two men struck up a Unsurprisingly, Ryder named Mitchell as captain of the Great friendship and Ryder brought Mitchell back to the UK, hiring Britain team but an untimely attack of appendicitis forced him as a personal tutor. arguably Britain’s best player to miss the match. The Ryder The Americans were persuaded to play in a challenge match Cup trophy and the Great Britain team travelled across the against Great Britain at Wentworth, Surrey in 1926, from which Atlantic without him, losing 9½ - 2½. Ryder came up with the idea of creating a biennial match Despite missing out that year, Mitchell played a role in between the two teams. helping Great Britain win two of the following three matches.

www.pga.info

T H E French connection Hosting the Ryder Cup will provide France as a nation with the opportunity to grow the game of golf across the country. Brian Gower is a PGA Professional based at Golf de Barthe in Tombebœuf and he hopes the event will encourage more people, especially youngsters, to be inspired to take up golf. “It will be my first experience to watch the Ryder Cup live so I’m very excited to feel the atmosphere,” he said. “I am really looking forward to seeing the Ryder Cup in Paris. “Our golf course is very much out in the country but the Ryder Cup is on everyone’s minds with many conversations between our French and English members. “The golf course is fantastic with some brilliant holes for matchplay and some very exciting finishing holes. It is also a brilliant course Brian Grower for spectators with many holes visible from one point. “I hope it will encourage more juniors to take up the game but it would have definitely helped if a French player was in the European team. In our area Alexander Llevy’s caddy lives very close so it would have helped us because he is really well known. “I think in the bigger cities it will have a big impact on getting more players into the game. “It is a very special sporting year for France and hosting the Ryder Cup will be amazing for everybody with both teams I hope getting well supported by the fans.”

The 18th hole, Albatros course, Le Golf National, France

The PGA Professional

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Over the years The PGA’s involvement changed from a player to coach. Eight of the 12-member European team from the 2016 Ryder Cup were coached in some capacity by a PGA Professional. Rory McIlroy has developed his game alongside well-respected coach Michael Bannon, while Pete Cowen worked with the likes of Matthew Fitzpatrick, Thomas Pieters and 2016 Open Championship winner Henrik Stenson. Denis Pugh coached Francesco Molinari to his first Open title in July at Carnoustie, and the experienced PGA Master Professional will be part of the Italian’s support team in France. He was also coach to Colin Montgomerie at five Ryder Cup matches. “Coaching at a Ryder Cup is very different to coaching at a major,” Pugh told PGA Professional. “The Ryder Cup is much less structured and the captain calls the shots.

Denis Pugh with Francesco Molinari

“It’s a special atmosphere. I must be a lucky mascot since I’ve never experienced what must be the huge let down of defeat and I’m always proud to represent my Association whatever the format. “I will be helping Francesco in a support role, preparing him during warm-ups, walking the course mainly observing and making any relevant stuff known to him. Clarity is needed with so much happening around him. This was very important at Carnoustie, keeping his mind clear KEEPING IT IN THE FAMILY of distractions, there Percy and Peter Alliss became the first father are plenty of those.” and son to play in the Ryder Cup. Percy, a PGA Professional based at Ferndown, Dorset between 1939 to 1967, was a winner twice after making four appearances. Son Peter, now a popular golf commentator for the BBC, played in eight Ryder Cup teams between 1953 and 1969. Peter’s son, Gary Alliss, is a PGA Master Professional and captained Great Britain & Ireland at two consecutive PGA Cup in 2007 and 2009.

2018 Ryder Cup Stats

33 PGA Members work in golf clubs across France Around 800 PGA Members will be attending the Ryder Cup in Paris

COACHING ON OFFER Members of the public will get a taste of the important role of a PGA Professional in France with the Association sending three of their highly skilled coaches to offer free lessons at Golf National. The experienced trio of Alan Bradshaw, Jamie Cundy, who is the only PGA Member to attain the ASQ Level 5 Diploma in Golf Club Management, and PGA Master Professional Peter Ball will provide hundreds of hours of free coaching throughout Ryder Cup week. Dr Phil Weaver added: “The Ryder Cup is unquestionably the most prestigious team competition in golf and, although life and society has changed significantly since those early years, I am certain the Ryder Cup will continue to enthral and inspire golfers for generations to come.” 23

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Bradshaw relishing return to France

France will reap rewards like Ireland Sharon Smurfit is Director of Golf at The K-Club in Ireland, the last European venue to host the Ryder Cup outside the UK. Smurfit talks to PGA Professional about the impact hosting the Ryder Cup had on The K-Club and the rest of Ireland. “The Ryder Cup being held in Ireland was great for Irish Golf. It highlighted Ireland for being a wonderful place to visit and showcased the many great courses around the country that we have. “It drew the attention of avid golfers who were seeking a one stop destination country to visit. “My father always had a plan to bring The Ryder Cup to Ireland and he succeeded in doing so. I admired his vision knowing that not only would it put Ireland on the map but that The K Club Palmer Ryder Cup Course, designed by Arnold Palmer, would be an International venue in the future. “Being a Ryder Cup venue is very special even 12 years later. Our visitors admire our corridors of framed pictures and our dedicated Ryder Cup gallery showing the event day-by-day. “We have a lot of visitors wanting to play our Ryder Cup Course and take photos with our replica trophy. These guests also avail of playing our 2nd Championship golf course the ‘Smurfit Course’ and stay in our luxurious hotel which has wonderful history also. “We feel very honoured to have hosted the Ryder Cup and Ireland has definitely benefitted from clubs like The K Club, hosting such prestigious events around the country. “Ireland being a host venue for any championship events has a huge impact on tourism within the sector. “Not only do the golf courses around the country see an increase in golfers but also our hotels, local restaurants and bars also see an increase in business from our International and domestic markets. “I am very excited for France and Golf National to be hosting the Ryder Cup as they will also get the benefits that Ireland and The K Club have got over the years to come. “It has already put France as a destination country for golf to an international audience that may not have previously considered France as a golfing destination. “The whole of Europe benefits from the Ryder Cup as many people travel to the event and continue to other countries afterwards to play or just enjoy the wonderful hospitality that Europe can offer as a whole.”

Alan Bradshaw is one of three PGA Members who will be providing free lessons to the public during the Ryder Cup, and it promises to be an emotional return to the venue for the Bootle Golf Club professional. The 59-year-old worked at West Lancashire Golf Club in the 1980s and came across a young French player by the name of Mickael Garabedian, who was coached by his employer David Lloyd. Bradshaw and Garabedian became close friends and when the Frenchman returned home in 1990, he contacted Bradshaw and asked if he could become his personal coach. Bradshaw recalled: “In January 1991 we both flew to Orlando, Florida to the David Leadbetter Golf Academy for a three-month winter training program after this we returned back to France. “Mickael became a French international team player and was invited for training at the La Golf National golf course. This was to become our new training base.” Later that year Le Golf National hosted the French Open (Open de France) with Garabedian missing out, although he was down as a reserve. Instead, Bradshaw was able to caddie for Australian Ken Trimble, another player he had met earlier in his career at West Lancashire. Bradshaw continued: “We played in all four rounds and finished well up the field behind the eventual winner Eduardo Romero. “I remember the course well; lots of water and tight fairways, it was a course for positional play and thinking, it was a very good test of golf. “I have not returned back to Golf National since but I’m really looking forward to representing the PGA at one of the biggest sporting events in the world and catching up with dear friends.” Bradshaw will be joined in Paris by PGA Master Professional Peter Ball and Jamie Cundy, who has coached at six Open Championships but never at a Ryder Cup. He added: “I feel privileged to be coaching at one of the biggest sporting events in the world with some of the best golf coaches in the country. “It was watching the famous European victory in the 1985 Ryder Cup at The Belfry that spurred me on to become a golf professional. “I am thrilled to be selected and grateful that I have the chance to coach at such a wonderful event. I hope to inspire many golfers to take up this wonderful game and also encourage them to take lessons from their local PGA Professional.”

www.pga.info

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here have been 14 venues playing host to the Ryder Cup on European soil since its inception in 1927, and just six since the inclusion of European golfers in 1979. Yorkshire’s Moortown Golf Club can proudly call itself the first ever Ryder Cup venue this side of the Atlantic. A Great Britain team made up of the likes of Abe Mitchell, Archie Compston and Henry Cotton, all past captains of the PGA, guided the home side to a 7-5 victory. Martin Heggie is the head professional at Moortown and has been based at the club since 2003. “I love the history of golf and since being appointed professional at Moortown I have taken extra interest in the Ryder Cup history. “Being the first venue in Europe is obviously very special and I am always on the lookout for more pictures and memorabilia from the match at Moortown. “I found the original flag that was on the presentation table at the 1929 match on sale on ebay, I got the club manager involved and the club bought it and it now hangs in the Ryder Cup Dining Room. “The club uses the unique history of being Alistair Mackenzie’s first solo design and the first European venue of the Ryder Cup in most of its marketing. “Every year we hold the Yorkshire Challenge with two other Ryder Cup venues in Yorkshire, Ganton and Lindrick, which is over three days which attracts over 360 golfers from all over the country for three days of competition. “We sell various products with the Ryder Cup 1929 products which are popular with both members and visitors. “There are no specific challenges more of an honour, sometimes finding the time to ensure visitors are given the full tour can be difficult. Talking about Walter Hagen being made an honorary member, explaining about the second Ryder Cup; Samuel Ryder presented to the ladies at Moortown for the help doing the teas.” Simon Peaford joined Walton Heath in 2000 as an Assistant. He is one of only four The PGA Professional

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Past venues Moortown Ryder Cup, 1929. In the front row, sixth from the right, is Samuel Ryder

head professionals to have been employed at the 1981 Ryder Cup venue, following in the footsteps of James Braid, one of the founding Members of The PGA. “We have people who come to the club who are on that Ryder Cup pilgrimage and who want to play at all of the venues and this is one they can come and really enjoy. “You get to play a golf course that the greatest players in the world have played. “The Old Course is ranked in the world’s top 100 courses so that’s a draw but all of the events that we’ve hosted puts Walton Heath in people’s minds and gives them a reason to come and enjoy the courses. “If they see a golf course on TV and they know it’s a Ryder Cup venue then what better recommendation can you give to somebody. “If you talk to any of the Ryder Cup players who are currently active who have Walton Heath’s Simon Peaford

EUROPEAN RYDER CUP VENUES • Moortown Golf Club, Yorkshire • Southport and Ainsdale Golf Club, Lancashire • Ganton Golf Club, Scarborough • Wentworth Club, Surrey • Lindrick Golf Club, Yorkshire • Royal Lytham & St Annes Golf Club, Lancashire • Royal Birkdale Golf Club Lancashire • Muirfield, East Lothian • Walton Heath Golf Club, Surrey • The Belfry, Warwickshire • Valderrama Golf Club, Andalusia • K-Club, County Kildare, Ireland • Celtic Manor Resort, Newport • Gleneagles, Scotland

represented Europe or the United States, they’ll often comment on the team who came to Walton Heath from America as possibly being the strongest America team ever. There were 26 major championship players on the American side. Bill Rodgers was the current Open champion, as well as Jack Nicklaus and Tom Watson. It was an amazing team that came here in 1981 so despite the fact that the Ryder Cup has moved on, we’re always reminded of the quality of the teams that came here. “The Ryder Cup is a hugely important event for The PGA so it’s something we’re really proud to have hosted and we’re always talking about it to visitors.” 25

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The PGA has forged a number of commercial relationships with some of the leading names in golf, many of whom are also partners with the 2018 Ryder Cup.

Titleist – Official Licensee

Matthew Johnson, Titleist’s UK Manager, said: “Our Ryder Cup partnership offers us consumer engagement opportunities with the arguably the world’s biggest golf event. It provides us with an opportunity to showcase the Titleist and FJ brands and industry leading products to our target audience of dedicated golfers. The four-year cycle gives us a perfect pre-event opportunity to provide former Ryder Cup venues and retail partners with Ryder Cup product ranges to supply bespoke corporate offerings to bolster their retail proposition. The culmination of this cycle will see us have an eight-person team representing the brands in the event merchandise facilities, offering advice and expertise on our products and the chance to engage with over 250,000 golf fans.”

Glenmuir – Official Licensee

Mikhel Ruia, Managing Director – Glenmuir said: “Glenmuir are one of the longest standing partners of the Ryder Cup having been involved since 1987. We are very much excited for the 2018 Ryder Cup with all final preparations for the retail experience coming to fruition. Gleneagles in 2014 was a record year for Ryder Cup sales and we hope to surpass this in France, where we already have a strong distribution across golf clubs in France.”

Galvin Green – Official European Team Suppliers

Galvin Green is supporting the European team with the most advanced waterproof and windproof garments ever put into play. They have created four exceptional garments to give Europe the best chance to regain The Ryder Cup, whatever weather conditions they confront in Paris. Christian Nilsson, CEO of Galvin Green, commented: “Over the past two years, we’ve adopted an uncompromising approach to produce garments that will give Europe’s players an edge in both styling and performance for golf’s most exciting team event.”

FootJoy – Official Licensee

FootJoy will use the Ryder Cup logo upon market-leading shoes, gloves and apparel, providing brands fans with the chance to commemorate the occasion. With a wide selection of apparel and outerwear available, golfers can get into the Ryder Cup spirit ahead of the event, whilst also utilising the performance benefits of the FJ line-up well into the future. FootJoy products will also be carried within the popular Ryder Cup store on-site during the match, giving spectators looking to remember their attendance at an historic event with the purchase of limited edition product.

Club Car – Official Supplier

Club Car has been an Official Supplier of every Ryder Cup since 1997 and for 2018 the company will be supplying 550 vehicles to assist with operations ahead of and during the biennial match. In addition, Club Car will be providing each team seven vehicles featuring iconic patriotic branding, which will enable both captains to move quickly round the course in order to keep up with all of the action. Club Car will also supply vehicles for all on-course television crews as well as team and match officials. The PGA Professional

| September 2018

Coming back for more Not all female beginners want to become golf club members, but there are many ways that PGA Professionals are retaining their business and making these non-members count

CREATE A PATHWAY Women’s desire to play golf is something that PGA Professionals are tapping into by creating pathways and activities that keep them involved in the game. This could 28

simply take the format of a more informal and full membership was considerable. We association with the golf club, for instance a realised that to keep retention numbers up Transitional or Academy style membership. we needed to cater for players who want to At Saunton Golf Club, Director of continue to build their playing confidence. Coaching, Tiffany MacKenzie, has been The second year Adult Academy programme involved in the development and delivery still includes coaching sessions which means of its successful Academy programme. The we can keep track of their progress and it has idea behind the Academy Membership was filled the void perfectly.” to provide a clear pathway for adults who have never played golf, but it has also been OTHER OPPORTUNITIES extremely beneficial in reintroducing people As well as creating playing opportunities into golf. There is a one-off fee for Academy that connect female golfers to the golf club Membership which combines a series of there are many other options for PGA Group, Individual and On Course coaching Professionals to grow their female busisessions. On completion ness based on women’s of the course, the Acaddesire for continued emy members are then many female beginners improvement. PGA able to play the West Member Sarah Clararen’t ready to become Course for the remainder idge identified this as fully-fledged club of the year, giving them a business opportunity access to regular golf. members, but they do and launched 1-day golf After the first year schools. These events still want to play golf covered several differmany people, particularly those with family mement areas including long bers involved with the game and short game golf club go on to become full members, and ran through the summer. but that isn’t the right option for everySarah marketed these days across the one as Tiffany explains, “For some players UK working with Women & Golf and Lady the chasm between the end of the first year Golfer magazines and created a loyal and

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nce your beginners have completed their initial coaching sessions the challenge now turns to retention. The interesting question here is “what does retention actually look like”? The usual way that participation in the UK & Ireland, and throughout the rest of the world, is measured is through the number of ‘registered golfers’. In other words, people who are affiliated to the Home Unions and, as such, are members of Golf Clubs. But is that the most useful way to measure successful retention? Retention and participation for We Love Golf’s purposes has to extend beyond Golf Club membership. According to the Members we have spoken to many female beginners aren’t ready to become fullyfledged club members, but they do still want to play golf. They want to maintain the friendship groups that they have made, and they want to become better golfers – just not in the traditional sense.

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CREATE A COMMUNITY Looking closer to home there are great examples of how PGA Members are building golf communities of their own to keep women playing and learning. The Tee Birds is the brainchild of Jersey based coach Alex Mollin. It began life in 2014 as a social women’s coaching programme. Such was the popularity of the programme that in January 2015 the Tee-Birds Golf Society was launched offering hundreds of women

The Tee Birds Golf Society – brainchild of Jersey based coach Alex Mollin

The PGA Professional

| September 2018

PARTICIPATION AND RETENTION Pathways to full membership At The Kendleshire, only 5 of their first ever Beginners’ group decided to become full time members of the Golf Club. As a standalone figure this could sound like a disappointing result, but in fact an impressive 40 women took up their 9 Hole membership offer. This new membership is proving to be a perfect pathway for women who have gone through group taster and beginner sessions. As it is a shorter format, the women are playing more often and improving together as a group. This option not only encourages regular participation, but also aids the transition to full membership for those women who want it.

of all ages and abilities the chance to play and some are potential future members. golf together on a regular basis. They regularly spend money on green fees, Alex estimates that around 150 ladies clothing, equipment and in the clubhouse have completed Tee-Birds coaching in the – even if they aren’t perhaps interested in last 3 years. A significant number have becoming the next club champion!” joined clubs as full members, but each year Another thriving network of female the society has around 60 active society golfers is Ladies Love Golf based at The 3 members all of whom want different things Hammers Golf Complex. The Midlands from golf. She explains, “The Tee Birds golf based community was created by PGA society offers a supportive pathway into golf Member John Cheetham to encourage club membership for the women who want more women to play and to stay in the it, but a great number take part in social game. 72 women attended the launch golf opportunities with night in 2015 and more no interest in taking part than half signed up that in competitions. Many evening. Many of the Tee Bird of the Tee Bird ladies just “When I asked the want to play golf with ladies just want to play women who I was their friends.” golf with their friends. coaching what they Retaining these womwanted the message was en’s interest in golf has very clear. They wanted had a significant impact to improve, socialise and not just on participation numbers but also play. Those three principles have guided the on the golf industry on the island. Their development of Ladies Love Golf and as a business counts, as Alex explains, “While result we have a diverse, growing memberclubs were a little suspicious of the Tee-Birds ship. We have women who are complete at first, over time they have come to realise beginners who have come here to learn, but that these women are valuable, important we are also attracting Golf Club members who want to improve and play with likeminded people.” Over the last few months we have heard of many different creative ways that PGA Members are encouraging the women that they are coaching to play more golf, more often. Most of these women are not becoming Golf Club members, but their desire to become better golfers, to play regularly and to maintain the friendships that they have made keeps them coming back. If you can capitalise on this relationship, then you can make every woman’s business count.

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wide-ranging client base as she explains, “By running these golf school courses, I began to build a female client base that went beyond the members and local area. I would often coach people from as much as 50 to 100 miles away and about a third of my pupils were not members.” With so many women involved in the coaching days, Sarah was then able to expand her business to include running golf holidays. She now holds 2 or 3 each year in Ireland, where she is now based, and in Europe. Kat Chaszczewski from Cranfield Golf Academy has also been able to expand her business to include overseas trips. In Kat’s experience women are happy to invest in their golf and see holidays as a great way to play more often. She explains, “It’s funny because women love a bargain, but they also like to spend money on the things they enjoy. For instance, they love to go on golf holidays, which I organise, which adds value to my business in many ways. They are even asking me to organise a trip to Mauritius next year and they’re bringing their partners along!”

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Crossover Technologies launches ‘game changer’ in customer service THIS MONTH, Bristol-based retail experts, and business solutions developer, Crossover Technologies, launches its new communications service for Golf Professionals. A first of its kind in the UK golf industry, XMAIL is a drip-mail marketing service that helps build customer loyalty and encourages customers to return to the pro shop. The simple to set-up and run service is linked to the store’s EPOS system, XPOS, and enables the Golf Pro to automatically send thoughtful, timely emails to customers following purchases in the pro shop. Says Crossover’s Business Development Manager, Mark Hopkins, “XMAIL stands apart from all other email communications: firstly, because emails are based on previous customer behaviour, making them more relevant and personal, and also because emails are automated, so it couldn’t be easier for a busy pro shop owner, or manager, to run.” In tests, drip mails to golf shop customers increased foot fall to stores by 15%, and customers who received drip

mail communications from their Golf Pro, made, on average, 46% higher-value purchases later on. “Customer loyalty is crucial to running a successful retail business and we believe XMAIL will be a game changer in helping to deepen customer relationships away from the pro shop, and keep customer coming back”, continues Mark. Following extensive research and

testing, Crossover has developed a queue of already-written emails that can be personalised with the Golf Shop signature and logo. Emails are automatically triggered by the system, ready for the Pro to approve and send. Set-up can be done over the phone. For more information contact Crossover 01454 418 395 or visit crossovertec.co.uk/products/xmail

A fresh approach to FootJoy 2019 collections FOOTJOY’S SPRING Summer ’19 Men’s range introduces four fresh colour Collections; Nautic, Verso, Prosper, Ocean. Although now a dominant fixture in the apparel sector, FJ clothing was only introduced as recently as early 2013 with the SS19 range the brand’s most complete line-up to date. The range features more colour options in FJ’s most popular polos and chill-outs. The Nautic Collection unsurprisingly features striking Scarlet, Navy, White and Caribbean colourings, for a classic and easily identifiable style. Verso is a lighter collection, with the range offering shades of White, Black and Aqua – perfect for Spring! The Prosper Collection features flashes of Watermelon, Heather Grey and White, grounding down to a Granite. Last but no means least , the Ocean Collection

features some of SS19’s brightest pieces with Blue Marlin and Citrus helping the products stand out in-store alongside White and a Twilight Blue. As always, supporting the range is the Essentials Collection which has been refreshed for SS19. Particularly notable is the addition of new Trouser styles, with the FJ Performance Slim Fit Trouser and the FJ Lite Slim Fit Trouser providing an option for golfers seeking a more modern fit. FJ’s Women’s range has also evolved for SS19 with the FJ GolfLeisure Fashion range featuring seasonally relevant golfwear in a variety of current prints and styles, as well as items which would be equally at home both on and off the course, such as the DoubleLayer Jersey Hoodie. For more information FootJoy.co.uk

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Srixon introduces the new 2018 Z Series SRIXON ANNOUNCES the launch of the all-new Z Series, featuring tour-proven woods, officially launching in the UK this month. Z SERIES WOODS: The new Z Series woods present a revolution in woods performance, delivering the most powerful suite of offerings from Srixon. Featuring a lightweight carbon crown, Z Series woods shift the weight to the perimeter, offering more forgiveness and less offline dispersion. The Z 785 driver promotes a low-spin, penetrating trajectory in a tour preferred look and profile. The same powerful technologies that deliver more speed, distance and forgiveness are present in the Z F85 fairway woods and Z H85 hybrids. The Z Series woods have an SRP of £349 for the Z 785 driver, £199 for the Z F85 fairway woods and £179 for the Z H85 hybrids. Z SERIES IRONS: The Z 785 irons feature a tour cavity, providing additional mass behind the impact location for increased shot-shaping ability and versatility. The Z 585 irons feature an added speed groove which allows for more face-flex, enhancing ball speed and distance. Both irons offer an updated Tour V.T. Sole for smoother turf interaction and more consistent ball striking while the forged construction from the soft 1020

carbon steel provides a better feel through impact. Building on the most recent success of the Z U65 Utility iron, the new Z U85 Utility irons feature a hollow, forged construction for a high-launch trajectory, soft feel and unmatched distance. The utility irons offer an iron-like address profile making them perfect to create the ideal combo set with the Z 785 or Z 585 irons, depending on player preference. The Srixon Z Series irons have an SRP of £799 for a 6-piece steel set (£899 for a 6-piece graphite set) for the Z 585 and Z 785 irons, while the U85 Utility irons are priced at £169 per club. The Srixon Z Series irons and woods launch this month

YUMAX Win European Bushnell Golf Distribution

Clockwise from top left: Prosper; Verso; Nautic; Ocean

The PGA Professional

| September 2018

YUMAX BRAND have been announced as the European distributor for Bushnell Golf, handling all distribution for United Kingdom, Ireland, France, Germany, Italy, Spain, Portugal, and Austria. Due to the expanding nature of this new partnership, Andrew Grose is joining YUMAX Brand as Managing Director. “I am delighted to be joining Roger Wolfe at YUMAX Brand Ltd and extremely excited to take on the European Distribution for Bushnell Golf which is such a wonderful quality brand that I have personally worked with as Bushnell UK and Ireland

Country Manager for 20 years.” Alongside this appointment, Rachael McQueen joins the business as Marketing and Communications Manager. “The new partnership with Bushnell Golf and the expansion of the team at YUMAX Brand is influential to the growth and development of both parties in this partnership. I am excited to work closely with Bushnell Golf and to be adding such a prestigious brand to our portfolio. “Our goals and aspirations as a team here at YUMAX Brand align with that of Bushnell Golf, creating an exciting and powerful partnership.” 33

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Motocaddy drives ahead with ‘next generation’ power technology MOTOCADDY, THE top-selling golf trolley brand, has ‘super-charged’ its new range of compact-folding M-Series models with ‘Next-generation’ 28V power technology. Running at a higher voltage than traditional 12V trolleys, the new M-Series 28V ‘High Power’ system is more efficient, meaning the trolley doesn’t have to work as hard to perform the same task as the traditional 12V systems found in most other trolleys on the market. “The new M-Series range is the first to take advantage of advances in power technology,” said Marketing Manager, Oliver Churcher. “The new super-efficient drive system offers unrivalled power and more torque (grip) going up hills.” The new ‘super-charged’ M-Series range from Motocaddy “The best way to describe how a 28V system works is to imagine the rev meter in a car. A 28V system requires Therefore using a 28V power system allows us to optimise the less than half the revs of a 12V system to achieve the same speed. trolley’s drive system, placing less strain on the components. This is ultimately better for the trolley and will help them last even longer,” he added. The new compact-folding M-Series range includes a model to suit every golfer, including another world first – the brand new M5 CONNECT GPS model. As well as extending its revolutionary 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 ‘Smart Cart’ technology to the compact trolley sector, Motocaddy is also enhancing its M3 PRO, M1 and M1 DHC models with a streamlined modern frame design that includes space-saving inverted wheels to help achieve a significantly reduced folded Huxley Golf specialises in the design, supply and installation of all-weather surfaces for golf. From practice footprint. tees to putting and golf greens, golf course tees, paths “Along with the modern design; game-enhancing features; and even golf courses. pioneering high-power system; and unrivalled reliability, the M-Series has a new super-lightweight Lithium battery, that’s not only lighter, but also 33% smaller than its nearest competitor on the market. “We’ve not just created the most powerful compact-folding range in the world, but the M-Series also has a significantly reduced folded footprint which is 11% smaller than anything else on the market,” added Churcher. Other features across the new M-Series include a soft-touch ergonomic handle, fully adjustable to any height by hand; a whisper-quiet 230W motor; an integrated safety cut-out system; an auto-open stand mechanism; plus Motocaddy’s exclusive EASILOCK bag-to-trolley connection system, which removes the need for a lower bag strap. It also features a new style oversize frame to offer unprecedented handle stability. UK and Overseas Enquiries: For more information on all Motocaddy trolTel +44 (0)1730 829608 leys, bags, batteries and accessories, please visit Email: sales@huxleygolf.co.uk www.motocaddy.com. www.huxleygolf.com

For Year Round Practice

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Titleist introduces new TS Drivers and Fairway Metals THIS MONTH see the launch of the new Titleist TS fairway metals and Titleist TS drivers, born from the insights and technical breakthroughs of the Titleist Speed Project. The new TS2 and TS3 fairways provide distinct performance benefits similar to their TS2 and TS3 driver counterparts. TS2 is the longest, most forgiving Titleist fairway wood ever, generating explosive speed with forgiveness and accuracy across the face. TS3 delivers speed-tuned performance through Titleist’s adjustable SureFit CG technology with dynamic forgiveness and shot control. A two-year mission to design greater speed into every detail of driver technology has led to the introduction of the new Titleist TS drivers. Two new driver models – TS2 and TS3 – engineered to deliver faster ball speed with higher launch, lower spin and increased MOI for more distance and game-changing forgiveness. All models feature Titleist’s patented SureFit hosel with 16 independent loft and lie settings to create a more consistent and optimised ball flight through precision fitting. Josh Talge, Vice President, Titleist Golf Club Marketing, said: “The Titleist

Two years of development went into the TS drivers and fairway metals

Speed Project taught us how to unlock the speed and distance in every detail of metalwood design. It’s the culmination of all those little things that get you big results. The new TS2 fairway is unlike any fairway we’ve ever made. It is a high-launching, low-spinning distance machine that is unbelievably forgiving and will change the way many players look at a fairway wood. TS3 is also incredibly fast and forgiving and allows those players who like to work the ball or need more shot control to really dial-in their performance.”

“We challenged ourselves to deconstruct the driver and then literally build it back up, piece by piece, to be faster, longer and better in every way possible. We know performance is the story that golfers care about. From the ball speed and distance gains we’re seeing both on tour and with amateur golfers, it’s clear that TS metals deliver a new level of Titleist Speed.” Titleist TS fairways and drivers will be available in selected retailers from September 28. www.titleist.co.uk

Toptracer appoints GMS to help drive ambitious European expansion TOPTRACER, THE most advanced ball-tracking technology in golf, has appointed GMS as its European communications agency. Owned by global sports entertainment leader Topgolf®, Toptracer is best known for the ball-tracking graphics used during televised golf tournaments such as The Open Championship and Ryder Cup, among others. In addition to transforming how golf is watched on TV, Toptracer technology is now accessible at local practice facilities with Toptracer Range. GMS will commence work highlighting the growing Toptracer Range expansion and its rollout into driving ranges across Europe. “Toptracer Range enhances the driving range experience through data and gamification,” said

The PGA Professional

| September 2018

Toptracer President Ben Sharpe. “It allows facilities to reach new audiences and grow the game because golfers are more likely to bring friends and practice longer. We have great ambitions globally and I feel GMS are the right agency to assist us with this journey in Europe.” Transforming typical driving ranges into practice and entertainment destinations, Toptracer Range combines tech and fun to create a superior golf experience, allowing players to track and analyse every shot hit. Perfect for all skill levels, it allows friends and family to compete in skills games or play virtual golf on simulated courses while on a greengrass range. For further information on Toptracer visit www.toptracer.com

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Taking the game indoors Indoor golf is the new buzz word. From state of the art entertainment centres in London, to the growing number of PGA Professional run indoor golf studios, they are transforming the game and potential coaching revenue. Here we showcase some of the leading companies and what they have to offer.

Foresight Sports boosts business for PGA Pros Foresight Sports launch monitors and simulators have transformed the fortunes of PGA Professionals and their facilities across the country, with the GCQuad and GC2+HMT having a significant impact at multiple locations. For example, Tony Valentine has fallen in love with the latest member of the Foresight Sports’ family – the GCQuad. The entrepreneur Chairman & CEO of the Tony Valentine Golf Centre, with busy retail stores and swing studios in Swindon and Corsham in Wiltshire, has no doubt about the impact that the latest camera – based launch monitors have had on his business, since he added two GCQuads to his existing GC2 units. “They’ve had an immediate impact,” said Tony. “Having the benefit of all those detailed stats that can be transferred to the customer’s smartphone is just fantastic.

“Golfers now come to us for gapping sessions for their hybrids and fairway woods and to get precise measurement of their yardages. We’re also attracting a lot of category 1 golfers who want to be fitted and now we can make sure they go away with

the most comprehensive club fitting on the market,” he added. Another business relishing the installation of a Foresight Sports launch monitor is Farnham Golf Club, after they installed a GC2+HMT powered simulator.

Full Swing Headquartered in San Diego USA, with a European base in Switzerland, Full Swing specializes in cutting edge sports simulation, featuring the patented state-of-the-art Dual Tracking Technology. With this proprietary ball tracking system every shot, good or bad is accurately and instantly displayed. The “lag” many other Simulators have is nonexistent in a Full Swing Simulator. The technology can be found in the homes of top PGA TOUR players, including Jordan Spieth, Jason Day, Jim Furyk, Padraig Harrington, Smylie Kaufman, Brandt Snedeker, Tiger Woods and Cameron McCormick. Full Swing is so accurate that many

top learning facilities in the world use Full Swing Simulators. Its infrared light wave technology is what makes the entire hitting experience seamless. You swing toward the screen, and as your ball crosses two infrared light wave tracks, the system measures your

ball speed, launch angle and direction – at the speed of light. So when the ball hits the screen, it truly appears that it has crossed instantaneously into the virtual world before your eyes, with no lag whatsoever. Players see the entire ball flight, exactly as

www.pga.info

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MIA Sports Solutions The Surrey-based golf club installed the simulator at the end of 2016, transforming a building previously used for storage into a state-of-the-art simulator studio. Since the installation, Farnham have seen their coaching capabilities and revenues transformed, while hardware sales are soaring having doubled their sales with a leading manufacturer within the first year. Luke Bone, PGA Professional at the Farnham Golf Club, has seen his profit margins increase ten times year – on – year after the installation of the Foresight Sports GC2 + HMT launch monitor. “Prior to the installation, I made £150 from my coaching sessions in quieter months,” said Luke. “A year on in the same month, once we had the launch monitor set up, I made more than £1,500 and that positive trend has continued since then. This last winter, I was teaching around 30 to 40 lessons a week, which has dramatically changed my coaching revenue,” he added. For further information visit: www.foresightsports.eu or email info@foresightsports.eu or call 01483 551441

they would outdoors. Renowned PGA instructor Cameron Davies’ Academy is also the world’s first location to install Full Swing Golf’s brand – new Virtual Green, a fascinating physical putting surface that can mimic any green for undulation and speed. It can instantly change slope and contour, so you can mirror real greens on demand for uphill, downhill, or left – and right – breaking putts. There’s even an optional overhead projection unit that visually blankets the green with virtual break lines, so you can see the putt break outlined before you ever take a stroke. For further information contact nick.grace@fullswinggolf.com or go to www.fullswinggolf.ch

The PGA Professional

| September 2018

TECH:EX STUDIO DESIGN World class performance golf teaching and fitting studios

MIA Sports Solutions’ golf teaching and fitting studio installations can be found across a wide and diverse spectrum of clients. From prestigious golf courses across the world including Royal Melbourne GC – Australia, Golf Club Gut Larchenhof – Germany, and the Els The Els Performance Academy Performance Academy – Vietnam to clients here in the UK such as Archerfield Links, Cleckheaton GC and AT Golf Coaching. The MIA approach is to supply the customers desired choice core golf technologies and integrate them with the latest IT systems, visual display tools, cameras lighting and interior design features. They are partners and resellers for the following core technology brands FlightScope, Trackman, Science and Motion Sports, V1 Sports, K Motion, GEARS, ZEN Green Stage and PuttView.

TECH:EX SIMULATOR DESIGN Creating stunning indoor golf experiences

Their TECH:EX SIMULATOR DESIGN services draws upon our extensive knowledge of performance studio design, and 3 years’ experience as UK distributor for Full Swing Golf to offer high quality simulator solutions to golf clubs, corporate customers and private individuals. Cleckheaton Golf Club Our premium wooden enclosures are manufactured in the UK and fully customisable delivering a quality and integrated feel to the indoor golf experience. Customers can choose from leading tracking technologies to suit specific needs, these include TruGolf’s new TruFlight2, FlightScope and Trackman. The course experience is delivered by the E6 Golf, the industry standard in golf simulation. The new E6 Connect software features stunning 4k graphics and more flexibility, customization and control than ever before. A full CAD service is offered and installation is carried out by in-house installation technicians.

THE COMPANY MIA Sports Solutions is widely recognised as a global leader in the design and installation of Performance Golf Studios, under Tech:Ex Studio Solution brand name, servicing a full range of customers from independent golf professionals to large corporate resort clients. They operate across a wide international market place including the UK. Europe, the Middle East, Far East and Australia. For further information www.miasportssolutions.com +44 1484 666860

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Golf Swing Systems to guide your project Golf Swing Systems Ltd was setup to cater for the increasing popularity in indoor golf studios for PGA Professionals at golf courses and indoor coaching studios that are being set up in city centres, golf shops and industrial estates. With over 20 years of experience, Golf Swing Systems has full knowledge of all the golf simulator, launch monitor systems, video coaching systems and various biomechanical systems now available on the marketplace. Golf Swing Systems can advise coaches on what products are right for the way they coach or play and what’s right for their budget.

SkyTrak goes easy on the space As a photometric launch monitor SkyTrak is naturally suited to indoor use, requiring less space than a radar-based system. Where a radar system requires a longer ball flight before it impacts the net or screen to gather the necessary data, the photometric SkyTrak measures what the ball is doing immediately after impact with high speed cameras. It then calculates the ball’s exact flight path and distance using sophisticated algorithms, and shows the results on-screen. The process is fast, compact and – following an overwhelming amount of real-world testing - reliably accurate, which is why so many PGA professionals now use SkyTrak for their indoor swing rooms (many also use it at driving ranges too of course). You may be coaching, or having a custom-fitting session, or you may be in entertainment mode using SkyTrak as a golf simulator. All aspects are covered by SkyTrak’s three-stage Basic, Game Improvement and Play & Improve software plans which – at the top level – provides integration with most of the world’s leading golf course simulation software including E6 Golf by TruGolf, The Golf Club Game, WGT (World Golf Tour), Creative Golf 3D and Fitness Golf. SkyTrak is aimed at indoor golf enthusiasts such consumers and golf clubs, as well as at PGA Professionals for commercial use. Its ergonomic user interface displays the six key parameters needed to assess performance: Ball Speed, Launch Angle, Side Spin, Back Spin, Spin Axis and Side Angle. Although more data is available, this simple approach not only enables the non-professional to understand SkyTrak in practice, but it also enables the PGA pro to get his or her points across quickly and powerfully. Over in North Carolina, USA, Josh Paris at Old Town Club invested in SkyTrak for its new indoor golf room. “Old Town Club is geared towards the family dynamic, and SkyTrak fits well with this” he said in late 2017. “Since we added SkyTrak, 80% of use has been entertainment-based, and 20% for golf lessons and serious practice. Its easy setup and playability makes it ideal for us, and SkyTrak has helped us add value to our golf club – it gives members an additional reason to come and use their membership.” See www.skytrakgolf.com/en-GB

Trackman indoor golf solution PLAY WHILE IT SNOWS As enticing and inviting it is to play golf in the UK during the high season, that ‘typical British weather’ also brings revenue fluctuations and limitations for both teaching professionals and golf clubs. TrackMan’s indoor solutions minimize seasonality and increase demand in cold and rainy months by offering winter performance programs, and simulator entertainment for teams and individuals. An ideal offering to members to play golf regardless of weather conditions, the FlexCage solution keeps the ball (and business) in play all year long. EFFORTLESS TRACKING The TrackMan4 Indoor Golf Solution contains the same technology used by the world’s best players, Johnson, Koepka, Thomas, Rose, Rahm, Molinari, McIlroy, Fleetwood, and more than 85% of the top 100 ranked players in the world. The ultra-precise Dual Radar Technology lets players hit real distances indoors while www.pga.info

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Golfswing can help you make the most of your indoor golf space

If you have a room or space available Golf Swing Systems can help make the most of your area for a golf simulator, coaching and custom fitting. Send them the dimensions

providing the same critical components of insights and analysis as outdoors. For example, without adding any markers to the club face, the ball’s exact impact location on the club face is captured and displayed in real time. The system also allows for an easy switch between left and right-handed players, or from putter to driver, without resetting the system. TOUR PLAYER PERFORMANCE SOFTWARE The Indoor Golf Solution comes with the complete TrackMan suite of performanceenhancing software. The performance

and we will produce a 3D scale drawing of your room incorporating the latest golf technology. No matter how big or small the area, they can bespoke manufacture

applications such as Test Center and TrackMan Combine sync perfectly with a 360-video system where players also can compare their data and video recordings with the best players in the world. Live graphics overlays of club path, face angle, target line and ball trajectory offer the ideal toolbox for an impactful training experience where swings are captured and ready for comparison and analysis. GATEWAY TO THE WORLD’S BEST COURSES TrackMan’s proprietary Virtual Golf Software offers 19 first class courses, including

golf enclosures, nets and netting to suit the way you want the academy to look and your budget. Golf Swing Systems can design and install all the equipment needed for a successful golf simulator, custom fitting and video analysis studio. We are totally independent and have access to all of the major golf technologies that are available. Golf Swing Systems also has access to the best golf practice aids on the market. Golf Swing Systems now has a demonstration facility near Guildford in Surrey where, by appointment, you can view our simulator technology, golf enclosures and projection screens and discuss your project. www.golfswingsystems.co.uk sales@golfswingsystems.co.uk 0208 1441 550

Innisbrook Copperhead, Muirfield Village, and the latest addition, the four St. Andrews Links courses; the Old Course, the New Course, Jubilee and the Castle Course. Engineered and replicated on the world’s most powerful gaming platform, the courses’ three-dimensional graphics are visually stunning with a hyper-realistic feel. Its On-Course practice feature allows players to practice their nemesis shots while preparing them mentally for the real thing. SOUND REDUCING, EASY SETUP The solution comes with an ultra-versatile cage system. It can be mounted and dismantled in no time and is suitable for both temporary and permanent installations. The cage system is wrinkle-free, lightweight and elegant while its patented wall material reduces the sound of the ball’s impact on the hitting screen. A set-up fit for any indoor environment, from office locations to dining areas, to traditional golf facilities. Contact: Mike Malone, TrackMan Sales Director UK and Ireland on 07739 701590 or email: mm@trackman.com TrackMan offers a versatile cage system for temporary and permanent installations

The PGA Professional

| September 2018

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. Instant quotes by phone Guaranteed prices Guaranteed payment

We collect the clubs And pay you immediately No hassles. No dramas

Not with us yet? Opening a trade account is completely FREE and takes just a couple of minutes over the phone. Call us on or email us at 020 8401 6900 pros@golfbidder.co.uk

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We now pay you even faster! We promise to have your cheque in the post within 3 working days of receiving the clubs.

Helping the golf industry do business

A D V E R T O R I A L

Coach all year round with The Golf Tent

he Golf Tent is the first complete portable golf and sports cover that allows Golfers and Golf Coaches all-round protection in any weather and the capability to practice and coach in any location. DESIGNED FOR GOLF COACHES The generous size allows for complete freedom of movement. The attachable Training Attachment, designed specifically for coaches, can be quickly added providing extra space for equipment and analysis.

PGA PRO OFFER:

Order before 31st October 2018 and receive a FREE personalised Training Attachment worth ÂŁ350.

NO MORE CANCELLED LESSONS The Golf Tent is designed for use in all climatic conditions, keeping coach and pupil warm and dry in wet and cold weather and cool and safe from sun exposure in hot weather.

game. With quick set up time it can be moved around easily and taken off-site to promote your establishment or coach at schools or various functions, as well as performing as a half way stop or stand out stall.

A PORTABLE DRIVING RANGE Also Extendable, simply attach more modules offering very cost effective covered practice, without the need for planning consent.

GENERATE INCOME The Golf Tent also offers unique marketing and advertising opportunities for you and your sponsors. The interchangeable side-panels are designed for advertising and can be printed with any logo or picture.

PORTABILITY The portability of The Golf Tent can be used on all areas of the

Easy pay options available More information can be found at www.thegolftent.com You can also contact Stephen McOmish direct on 07934950717 or email thegolftent.stephen@gmail.com

R E T A I L

W A T C H

Keep customers coming back The difference between thriving or failing in retail is loyalty. For greater profitability, a loyal customer-base should be the focus of your business strategy. Here, we tell you how to take first-time purchasers on a journey to become high value, repeat buyers.

inding new customers is expensive, and holding onto your existing ones is a much better option. However, it’s not just the cost of acquisition: Loyal customers also spend more in-store, and are 50% more likely to recommend your products and services than one-time purchasers in the shop. What’s more, customerfocussed retailers who differentiate their business from others, will be able to cross-sell and up-sell more than others. They’ll also see better customer satisfaction and improved retention rates. So, how do you hold onto buyers and keep them coming back? THE ADVANTAGE OF EXPERIENCE 70% of customers feel more loyal to the retailer after good service. What’s more, 69% of those would act as a referrer: talking about their experience with friends. It helps to remember that good value isn’t always about price – it’s about the whole experience. Price and quality often aren’t enough to encourage repeat purchase. No customer will be loyal to your business after poor service. Competition among retailers is evolving, and those leaving a great impression will have the advantage. Carnoustie Links’ Head PGA Pro, Colin Sinclair, wants to ensure the off-course experience is just as good as on-course. “As a

capture name, gender, and then highlight the products and brands they prefer, based on their purchase habits. It will only take a few months to build a picture of your customer and the results might surprise you. GROWN-UP MARKETING You can’t beat ‘face to face’ with customers when it comes to building relationships. But once they leave, how do you bring them back to the shop? Drip mail is the new ‘grown-up’ way to increase footfall and build loyalty. Drip mail emails are generated after purchases made by the customer – ensuring timely, appropriate contact based on products and brands they have bought. Use drip mail to: team, our role is about hospitality: whether you’re serving a golfer in the shop or in the bar, or welcoming that person to the course, everything we do is focussed around the customer experience”. KNOW WHAT CUSTOMERS WANT No customer will be 100% loyal to you all of the time, no matter how good the experience is. It’s crucial to understand what makes your customers tick, and use that to bring them back. Start by collecting customer information against every sale and you’ll soon be armed with the knowledge of what your customers REALLY want. A good epos system will allow you to

1 2 3

Thank customers after a high-value purchase Send invitations to demo days for brands they like

Remind customers when the warranty has expired and use the opportunity to upsell to the latest model

Offer a free MOT one year after purchasing their clubs

Drip mails are proven to increase footfall by 15%, and see 80% higher open rate than single-send emails. It’s the personal touch that keeps giving back. Great customer experience sits at the core of your brand. Is it time to inject a bit of oomph?

XMAIL pours life into your customer relationships with automated emails based on previous purchases. Enjoy increased footfall to the pro shop and greater revenue, by keeping communications open and building customer loyalty. XMAIL is affordable and easy to set up. Call 01454 418395 crossovertec.co.uk/products/xmail

The PGA Professional

| September 2018

XMAIL

R E T A I L

W A T C H

Buy your way to better profit

Early Autumn is often a key time for Golf Professionals who are responsible for buying items for the pro shop, and planning next season’s stock.

uying is one of the most important responsibilities you have as a retailer, and misjudging quantities, or buying in the wrong brands or products, could hit your bottom line instantly. Great buying requires a lot of commercial empathy and an appreciation of what your customers will buy. To get this right, you need to understand your data. Here’s our guide to buy your way to a great bottom line.

Answers to any of these questions would help you, but combined, they make you a force to be reckoned with. Let’s see how.

THE NUMBERS ARE YOUR FRIENDS Never make a buying decision based solely on gut feel. Let the information from your EPOS software guide you: that’s what it’s there to do. “The data from my EPOS is key to helping me run my pro shop”, says Dean Vannet, Head PGA Pro and Director of Golf at Banchory Golf Club, “I look at my sales figures every day to see which products and brands are doing well. Should I be focussing on different brands, and do I have space in the store for products I’m ordering?” The basics for any purchasing decisions should include: a) How many of that product did you sell last year? b) How many are still in stock? c) What profit COULD you have made? d) What profit did you actually make? e) How much discount did you give?

SUPPLIER: “You made 38% on those shoes.” GUT FEEL: “Wow, I’m happy with that.” ! EPOS: Woah there! You COULD have made 38%, but because of a change in price and some discounts, actually you only made 30%. What’s more, you still have more to sell, which won’t be at full price.

SUPPLIER A: “You sold 85 pairs of shoes last year.” GUT FEEL: “Sounds good to me!” ! EPOS: Hold it! You purchased 85 shoes BUT only sold 50, and you still have 35 in stock.

SUPPLIER: “We’ve got a fantastic new range coming out, and… even better news … if you buy 100, the unit cost will be less, so you could make 40% profit!” GUT FEEL: “Better margin means more cash – why wouldn’t I want that?” ! EPOS: In reality you only sold 50 shoes last year, and yet now you want to stock up with 100. Can you really double sales in just one year? If not, you won’t be hitting those 40% margins. WHERE’S THAT CRYSTAL BALL? The numbers are not there to take away your gut feel for how something will sell, but they can add confidence to your decision-making. Just don’t ignore any warning signs. If your reports are saying “Too much stock”, or “Too much discount”, be brave, and use the numbers to focus on the products and brands that are working for you. Similarly, if you’re having more success with [Supplier B] than [Supplier A], use that information to negotiate harder with [Supplier A]. Remember, it’s better to order more during the season, when you know your customers need it, rather than the start of the year, when you’re hoping they want it.

Crossover’s market-leading epos and business management solution, XPOS, was designed specifically for golf retailers. Use XPOS reports to make better buying decisions and be a better retailer. crossovertec.co.uk

The PGA Professional

| September 2018

F A S H I O N

F O C U S

Cool wool

For many years, golfers were characterised by the use of brightly coloured jerseys as part of their golf attire. Nowadays, traditional knitwear is being challenged by the use of new technological textiles creating a much more varied range of intermediate clothing layers and styles. Despite this, there is still considerable demand for knitwear – and it is not confined to older age groups.

ost people associate wool clothing as being just a means to keep warm. Recent developments have emphasised that wool can also keep you cool. Good quality knitwear can act as a natural insulation able to cope with varying temperatures. As Cross Sportswear points out, wool will help bodies to cool down when it is hot. Wool also possesses natural UV protection of up to 50+, thus protecting skin from sunburn, allowing golfers to move freely on the course without experiencing any harm from UV rays. An added advantage is that wool contains a natural quality to reduce odour from bacteria. Such features have been proved, time and time again, over the years.

Glenbrae men’s blue zipped sweater

CHANGING TRENDS The whole concept of knitwear is steadily undergoing a transformation becoming trendy and fashionable. As Alan Purdie, Brand Director for Glenbrae indicates, “Trends over the last few years have changed. Our customers are now looking for multipurpose lifestyle garments rather than golf only garments. We have seen a big move from lambswool onto merino as it gives a much cleaner and smarter look.” David Kinsey, of the Kinsey Partnership, adds, “There is no longer a real golf culture in terms of traditional knitwear. It is much more fashion orientated. People are going for knitwear that can be used on and off the golf course, items that can cross over between golf and leisure. We do multimedia pieces e.g. puffed fronts with different sleeves and textures, clothes that can be used to go to the office, go for a drink as well as on the golf course. Cost is less important than styling and comfort. If it is a nice product that can be used off course as well as on course, people are interested.” The emphasis is very much on high quality and the use of soft wools such as merino, alpaca and cashmere. Often these wools have been combined with other fibres to create an even better textile. PING for example has a range of Merino Wool knitwear made from Italy’s high performing Zegna Baruffa H2Dry K-WOOL® which offers outstanding comfort and wearability. H2Dry is a technical treatment which gives pure wool yarns characteristics that previously were not thought possible: www.pga.info

F A S H I O N

F O C U S

Today’s golfer is looking for style and performance: (from left to right) PING’s Pax French grey marl zipped front sweater; red Clive sweater by Galvin Green; Ed Coolmax Cashmere Sweater from Lindeberg

Ladies contrast zipped sweaters from Glenbrae

The PGA Professional

| September 2018

proving to be another key trend within the golf knitwear sector. Such blends often involve man-made fibres as well as natural ones. Designs include the use of ribbed textures and stripes.

at the shoulders and brand embroidery on the sleeve. Subtle trims are best sellers at Glenbrae while Lindeberg incorporate roll necks and up-to-date double stripe jacquard branding on the neckline of its Ed Coolmax Cashmere sweater. STYLE FILE Lindeberg’s Alf Looking at styles Tour Merino crew Our customers are now of knitwear, clasneck sweater on sic V necks and looking for multipurpose the other hand Turtle necks still lifestyle garments rather has a rib coldominate. V necks than golf only garments lar, embroidered are very popular logos with seawith clubs and sonal graphic and societies, and crew modern colour necks are popular for general leisure use. blocking. Raglan sleeves are beginning These are highly flexible, adaptable styles to reappear as opposed to standard set in which can be used on and off the course. sleeves, and are a feature of PING’s PAX People can add them to their golf wardrobe sweater. as well as wearing to go to the pub, down to Glenmuir comment that they have seen the shops or out for country walk. They are a shift towards zip neck in sweaters and full easily portable and can be packed into small zips for ladies simply because ‘ladies genbags, making knitwear an easy option when erally don’t like to pull a sweater over their extra layers are suddenly heads due to hair or make up.’ needed. It is a trend that can be seen generally Manufacturers seek to throughout the knitwear sector. Zip up tops give individual touches to provide a lot of flexibility in terms of use, these classic styles. PING and when combined with a hood, are comuses a herringbone knit mon leisure wear items as well as fashion detail on its ladies V neck statements. Glenbrae offers several zip neck Kristen sweater. Galvin tops in a variety of shades. Green’s Cody classic V Slipovers remain a classic item, popuneck incorporates a fullar with many golfers. Both v-necks and ly-fashioned saddle-shape crew necks are common, but zip necks are

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breathable, naturally elastic, total easy care and machine washable. Moisture is wicked away from the body, allowing the wearer to stay dry and comfortable no matter what the weather. Over at Cross Sportswear and Glenbrae, Spirol yarn is added to knitwear to provide added elasticity, comfort and performance. Lindeberg offers Coolmax Cashmere sweaters incorporating moisture wicking qualities. Glenmuir’s Touch of Cashmere collection is made from a unique blend of 95% combed cotton and 5% pure cashmere. The combed cotton is cotton that has had all impurities combed out giving it a sharpness in colour and ensuring a beautifully soft and luxurious touch. This combination creates medium weight knitwear, that can be used in winter on and off the course, or on summer evenings after the round or in the clubhouse. Lightweight knitted cotton blends, are

F A S H I O N

F O C U S

Glenmuir brings the colour: Astrid Coral slipover (above) and Bianca Daiquari Stardust zipped sweater

RAINBOW HUES Plain colours are now by far the most popular with golfers, both male and female when it comes to buying knitwear. Shades such as green, grey, black, navy blue, royal blue, red, pink and white are prevalent across all ranges of knitwear. Other colours are creeping in like Amethyst, lavender, deep reds and even pumpkin. Interestingly brown seems to be totally unpopular when it comes to knitwear, rarely appearing even in its brighter shades. “Navy and blue shades are always the best-selling garments although each season, fashion colours are selling better and better,” comments Glenbrae’s Alan Purdie. Over at Glenmuir, ladies are opting for brighter shades like Daiquiri and Tahiti Blue, whereas males showing a preference for hints and flashes of colour such as navy with small contrasts of Daiquiri and 46

Charcoal Grey with hints of sunrise. Patterned knitwear is rarely seen although Glenmuir do stock a men’s heritage Touch of Cashmere Argyle V neck sweater in the classic diamond pattern, albeit in muted shades of blues or greens. Ted Baker golf also has

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Wool... resists wrinkles and returns to its natural shape even when it has been stretched during use

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beginning to appear. Combined with a white or contrast colour T-shirt, it makes a great fashion statement. Glenmuir also offers a range of high quality round neck cashmere cardigans – a fashion staple which sits well both on and off the course.

some patterned ranges such as Austa, a wool knitted tank top in an eye-catching pink/ white or navy/white geometric print. FORM AND FUNCTION Quality is definitely a key issue when it comes to knitwear. Golfers are looking for knitwear that will hold its shape, and look good under any circumstances. Wool is ideal for this purpose, as it resists wrinkles

and returns to its natural shape even when it has been stretched during use. The complex coiled structure of the wool ensures that it does not become flat and hard to the touch. Another advantage is that it is naturally anti-static, thus decreasing the amount of dirt and dust it attracts during wear. Interest in water repellent knitwear is growing, since this reduces the amount of layers needed on the golf course. It provides instant protection against light showers. Glenmuir for example have ranges of men’s zip neck Merino blend water repellent sweaters which are also wind resistant. IMPULSE BUYS Knitted accessories remain popular, especially as impulse buys perfect for gifts both for golfers and non-golfers. A quick purchase of a scarf or hat can make a massive difference to comfort levels during the winter time, when temperatures can drop suddenly. It makes a great all-year-round item when it comes to sales opportunities. Scarves are very much a unisex item, popular with everyone and easily co-ordinated with colour schemes and dress styles. Cashmere has become the most popular material used in scarves due to its softness. There is a wide range of scarf colours available, which can be used to co-ordinate with sweater colours or to make a fashion statement. Shades of purple and rose merino scarves are on offer at Glenbrae, alongside more traditional shades like blue and black In recent years, neckwarmers have become the trendy alternative to a scarf and much depends on personal preference as to which is chosen for use. Neckwarmers can be found in most of the popular shades, especially black, red, pink, navy, ocean blue and purple. Knitted hats, especially bobble hats, are www.pga.info

F A S H I O N

F O C U S

SUCCESS IN SCANDINAVIA NOW IN UK & IRELAND

High quality soft wools prove popular on and off the course: Men’s Merino sweater and women’s light red Cashmere sweater from PING

always in demand. By far the most popular colours in knitted hats are blues, pinks and purples alongside traditional blacks, greys and whites. Single colours dominate, although there are hints that customers are willing to opt for a touch of colour. Galvin Green’s beluga/lemonade combination is guaranteed to attract attention as is PING’S navy/red version with matching navy/red bobble. Adidas opts for eye catching patterns in shades of soft blue/ green, white, beige and black on its knitted beanie range. Clearly, despite the growth of technical fibres, knitwear still has a major role to play within golf fashion. Easy to co-ordinate, warm and cool at the same time; wool knitwear is one of the classic items that will always have a place in any golfer’s wardrobe due to its versatility and ability to be used across multiple settings.

Bobble hats and neckwarmers: the ideal impulse buy

”For your protection and performance ” My eyewear is an essential part of my performance out on the golf course. Henrik Stenson Eyewear uses Powereye™ technology, developed with years of top level experience and utmost care for your protection and performance. I never approve anything that I wouldn’t wear myself, and I can proudly say that Henrik Stenson Eyewear are my glasses.

Henrik Stenson

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

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

T R A V E L

B U S I N E S S

Ramp up your revenue Taking groups of members away can be a very lucrative add on to your coaching business. Whether you are taking a group away to coach, watch a bucket list tournament or just a hosted break, it’s easy to mark the trip up so you generate an income for your time and services. The specialist Golf Pro Travel team at golfbreaks.com run you through what and why you should be charging for these trips.

What does a typical coaching break involve? Coaching can take various different formats from structured clinics to a more relaxed roll up session before play. You can run group classes, individual sessions, or course management sessions, depending on the size of your group and what your members require. Remember, at many Golf Pro Travel resorts, private areas of the range or practice facilities can be reserved for you and your group as well as unlimited range balls for a set period of time, usually around 2 hours. How much can I earn? This is one of most lucrative types of trip to run with your clients as it is very easy to justify your mark-up on the standard package. On average, most PGA professionals will add on £50 per person per day for a trip of this type. With the average group size being 7 amateurs for pro groups and the average trip duration being 4 days, you can easily make in excess of £1400 for a short trip. You can of course choose to add more or less than this but you must remember to take into account what you would normally earn if you were still at home in your day to day role and costs for extra staffing whilst you’re away should you have any. Tim Coxon, Head PGA Professional at 48

A coaching break is the most lucrative trip you can organise

Mickleover Golf Club explains how lucrative the travel element of his business is. “I started organising golf trips overseas around 5 years ago and I worked with Golfbreaks.com from the outset. I’m so pleased I decided to take the plunge as I now organise trips to Spain, Turkey, Portugal and the USA. My group sizes have grown so quickly I take over 50 on a now annual visit to Spain in January, and I have a waiting list to join the group. It’s become so important to my

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If you’re not taking golfers away during the year you are missing a very lucrative opportunity.

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COACHING BREAK Average income: £350+ per day Best group size: 7 amateurs to 1 PGA Professional A coaching break is the perfect way to escape the dreary winter weather in the UK and entertain a group of your members or clients in sunnier climes whilst offering your coaching services to them.

business that I now couldn’t do without organising such trips. If you’re not taking golfers away during the year you are missing a very lucrative opportunity.” HOSTED BREAK Average income: £165+ per day Best group size: 11 amateurs or more to 1 PGA Professional A hosted trip requires the Professional to organise and host the group for the duration of the holiday with no structured coaching or any additional add-ons. What does a typical hosted break involve? This type of trip is still a lucrative way to enjoy a break away in the sun and play a host of excellent courses whilst bonding with your members or clients. Generally, a relaxed and informal break, you can always run your own competition amongst your www.pga.info

T R A V E L group if you want to spice things up a little! This gives you the opportunity to price in prizes for the competition helping your stock turnover in the shop. How much can I earn? On average, PGA Professionals charge £15 per person per day for this type of trip. If you were to take a group of 11 away for 4 days of golf you would earn yourself around £660. BUCKET LIST EXPERIENCE Average income: £200+ per day Best group size: 7-15 amateurs to 1 pro You can enjoy some enthralling golfing experiences all over the world with a group of your members including the Masters, the Ryder Cup and the Open. What better way to spend time with your members than watching the drama unfold on Sunday afternoon at Augusta! How much can I earn? This depends on whether or not you are planning on incorporating golf and coaching into the trip or are just content with taking in the atmosphere of the tournament with your group. If you choose to coach then you should be adding on your coaching fee, on average £50 per person per day on the days that you offer tuition. If you are

B U S I N E S S

not coaching then you need to decide how much you want to charge extra for your other services, such as organising and hosting the trip. The average here amongst PGA Professionals is around £30 per person per day. For example, if you took a group of 7 members to the Masters for a week and charged them £30 each per day for your services then you would earn just short of £1500 for the trip.

WHAT YOU SHOULD BE CHARGING FOR

• ORGANIZATION You will have organised the trip from start to finish for your members. • CHAPPERONE You will be looking after your group for the whole time you are away. • COACHING On average 2 hours per day.

REFERRED TRAVEL Average income: £100 per booking Referring your members golf holidays is a great way to create an additional income stream for your business without travelling. The majority of golf club members already travel playing golf, whether it be in the UK or abroad, so why not get involved? How much can I earn? You effectively work as a middleman, liaising between your members and the travel company. Usually, your members will come to you with their exact requirements and what they want and you return to them with a price. In return for this Golfbreaks.com offers PGA Professionals 5% commission

on referred bookings. You can easily make in excess of £100 per booking, depending on the size of the group and where they are travelling to. For example, if you have a group of 8 travelling to Portugal at a cost of £500 per person then you would receive a £200 commission on the booking. There are also a host of other benefits associated with getting involved in your members’ travel, as Steve Carter, Head PGA Professional at Walmley Golf Club explains. “Organising my members travel is a great way to interact with and build a good relationship with my membership. I have been organising my members’ trips through Golfbreaks.com for a number of years now and I am fast approaching my 100th trip. There are plenty of my members that already travel and they love the fact that I take all the hassle out of organising their trips for them. Not only is it lucrative receiving a commission but there are plenty of shop sale add-ons before they go away.”

BENEFITS OF GOLF PRO TRAVEL

At many resorts, practice areas can be reserved for you and your clients

• Generate additional income • Earn commission • Build client loyalty • Additional service for your members • Increase tuition sales • Increase retail sales

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

The PGA Professional

| September 2018

SPRI N G / S U M M E R 20 1 9

C L UB S. C L OT H E S . C O M M I T M EN T. F or more info r m a t io n, ple a s e c o n tac t yo u r P I N G A p p ar e l A r e a S al e s M anage r.

is registered trademark of Karsten Manufacturing Corporation.

T O P

D E S T I N A T I O N

Still on top after all these years With 43 courses, Europe’s iconic sunshine destination has long been a popular stop for winter coaching breaks. With unparalleled practice facilities, a buzzing nightlife and a wealth of world-class courses to discover, it’s no cliché to say the Algarve really does have it all.

he depth and variety of resorts on offer in the picture-postcard region can leave you wondering where to start, and while you will encounter warm hospitality and great golf where ever you chose to travel, three of the region’s top destinations are guaranteed to have you, and your members, coming back time and time again.

Amendoeira in the Monchique Mountains is regularly in Europe’s top 100 courses

ACCOMMODATION AND GOLF Nowhere is this more fitting than at Penina, the Algarve’s inaugural layout which half a century on continues to set the bar for golf in the region. The original Henry Cotton design is among the most popular and beautiful courses in Portugal, with fairways flanked by streams, ditches and water hazards. The quality of the marquee course is complemented by Penina’s extensive practice facilities which have been specifically designed to accommodate large coaching groups and includes an impressive 9-hole academy course, perfect for some on-course coaching. Hidden away amid the Monchique Mountains, your members will also be treated to a heavenly golf experience at Amendoeira. The crown jewel at the resort is the eponymous Sir Nick Faldo design, which since opening a decade ago has become a regular feature in Europe’s top 100 courses. The signature course is

Left: Original Henry Cotton-designed course at the award-winning Penina golf resort

complemented by Christy O’Conner Jnr’s enticing design which delivers a test to rival the very best that Portugal has to offer. A nine-hole par 3 floodlit course and extensive practice facilities ensure your guests will enjoy a high end coaching experience. Located just 35 minutes from Faro Airport, the award-winning resort offers a mix of modern apartments and villas, complemented by private swimming pools and a range of leisure facilities. Head further east, and you will discover Vila Sol, a luxurious 27-hole golf resort just minutes from the region’s vibrant golfing and nightlife hub, Vilamoura. With each

Vilamoura, the region’s vibrant golfing and nightlife hub

fairway flanked by wizened pine, cork and oak trees the Donald Steel design merges effortlessly with the natural environment and the layout has been showered with accolades since opening its fairways in 1991. A stone’s throw from Vilamoura’s busy marina, the five-star resort has something to suit everyone, and with excellent practice facilities, it makes the perfect venue for a winter coaching break.

FACT FILE Climate Much of the region’s perennial appeal lies in its glorious climate. The Algarve enjoys a Mediterranean climate with hot summers, mild winters, and over 3000 hours of sunshine each year. The most popular times for pro groups to travel are during the autumn and spring months, where you will find temperate but pleasant weather

Getting there The Algarve is one of the most accessible destinations in Europe. Flights depart daily from across the UK to Faro, the capital of the Algarve. Airlines flying there include EasyJet, Ryanair, Jet2 and British Airways.

The PGA Professional

| September 2018

A D V E R T O R I A L

Pestana Vila Sol **Offer**

What better way to make the most of the Algarve’s fabulous golf offering than with a stay at the luxurious Pestana Vila Sol.

estled in a tranquil location, just five minutes from the region’s golfing hub, Vilamoura, and a stone’s throw from the area’s fabulous beaches, Vila Sol is the ideal spot to combine award-winning golf with the exclusivity and luxury of a 5* stay. The crown jewel in the resort is the magnificent 27-hole layout. Blending seamlessly with the natural environment, the original two loops of nine, the Prime and the Challenge, are widely considered to form one of the finest tests of golf in the Algarve. Originally designed by Donald Steel, Vila Sol is an unpretentious course with little need for unnatural hazards, instead, making maximum advantage of the umbrella pine, fig, and oak trees that line every

C LU B H E A D S

VENUE:

Pestana Vila Sol

PACKAGE: 3 Nights & 2 Rounds TRAVEL: Dec 2018, Jan & Jun 2019 PRICE:

£175 per golfer

fairway. The addition of a third loop, the Prestige, in 2000, has only enhanced the offering at the resort and is complemented by extensive practice facilities, including the immaculately maintained Academy Course. Off the course, visitors will be spoilt for choice. A superb restaurant, two bars, and an array of sports facilities set amid manicured gardens are just a few of the many amenities on offer at the exclusive resort.

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GRIPS

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SHAFTS

C E L E B R A T I N G

With 1 in 4 staying and playing for free, and prices starting as low as £175 per golfer for a three-night stay, there’s never been a better time to immerse yourself in Europe’s most popular winter sun destination.

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TOOLS

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M AC H I N E RY

For booking information visit Golfbreaks.com

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TRAINING

Y E A R S

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

1978

2018

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

T R A V E L DON’T MISS OUT on our Golf Pro Trav el Early Birdie Giveaw ay! SAVE UP TO £250 in addition to your 5% commission when bo oking before 30th Septem ber for travel in 2019!

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Take a look at some of our most popular Golf Pro Travel coaching deals in the Algarve and for March 2019. Don’t forget, as well as a free place with 7 amateurs you receive 5% commission* as a PGA Professional. Amendoeira Golf Resort 4★ Key facts

• Great for coaching or group leisure breaks • Play 2 championship courses on-site (Faldo & O’Connor) • 9 hole floodlit par 3 course • 40-minute transfer from Faro Airport • Extensive practice facilities • Close to historic town of Silves & sandy beaches, bars & restaurants of Armacao de Pera

★PGA Pro Package

• 4 nights bed & breakfast & 4 days unlimited golf • Includes use of practice facilities with unlimited balls on playing days for up to 3 hours • FREE shared buggies • From £445 per amateur

Monte da Quinta Resort 5★ Key facts

★PGA Pro Package

• Great for coaching or group leisure breaks • Play 3 championship courses at Quinta do Lago • 20-minute transfer from Faro Airport • Excellent practice facilities • 4 bars and restaurants

• 4 nights bed & breakfast and 3 rounds of golf at Quinta do Lago • Includes use of practice facilities with unlimited balls on playing days for up to 2 hours • From £569 per amateur

Penina Hotel & Golf Resort 5★ Key facts

★PGA Pro Package

• Great for coaching or group leisure breaks • Play 27 holes on-site • 50-minute transfer from Faro Airport • Excellent practice facilities • 6 bars and restaurants

• 4 nights bed & breakfast plus 3 dinners and unlimited golf • Includes use of practice facilities and unlimited range balls for 2 hours per day • From £545 per amateur

Pestana Vila Sol 5★ Key facts

• Great for coaching or group leisure breaks • Play Donald Steel design 27 holes on-site • 30-minute transfer from Faro Airport and 10 minutes from Vilamoura Marina • Excellent practice facilities • 4 bars and restaurants

★PGA Pro Package

• 4 nights bed & breakfast & 3 rounds of golf at Vila Sol • Includes use of practice facilities and unlimited range balls for 2 hours per day on playing days • From £345 per amateur

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

The PGA Professional

| September 2018

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The problem with practice, and how to fix it Mark Guadagnoli

Chris Bertram

Mark Guadagnoli from the University of Nevada, Las Vegas and Chris Bertram from the University of the Fraser Valley recently wrote a book chapter in the excellent ‘Routledge International Handbook of Golf Science’ and we’ve asked them to summarise their findings in this article and suggest how they might apply to your own coaching practice.

NORMAL PRACTICE VS. CHALLENGE POINT PRACTICE For many years now, researchers interested in skill acquisition have studied the conditions that help or hinder learning. Recognizing that not everyone has the time or inclination to sift through volumes of research data, we have taken the liberty to summarize the 54

major findings and present some of them in a simple graph (Figure 1, below). On this graph, the x-axis represents the amount of practice taking place over time. The y-axis represents how much learning takes place. Taken together, the graph allows us to see how skill improves over time. The red-solid line represents a typical learning curve. Over the first bit of practice, we typically see modest amounts of learning occurring. Then an odd and frustrating thing starts to happen: the learning starts to level off. Individuals may start hitting the ball modestly better on the range but can’t seem to find their swing on the course. Now consider the green-dotted line. This is the Challenge Point learning curve. Like the normal learning curve, there is an early improvement in performance and then, like the normal curve, the learning starts to

level off. But then, something happens to create more learning and the curve goes up again. This same pattern happens over and over again. As a result, in the same amount of practice, a person who uses Challenge Point practice learns 3 or 4 times more than a person who uses standard practice techniques, and this improvement holds up on the course. Why does this happen? How can one group of people learn so much in the same amount of time? The answer: it’s all about challenge. CHALLENGE POINT Challenge Point practice is based on a learning theory that details the science of optimized practice and how we get the most out of practice in the shortest amount of time. Figure 2 (top right) presents a summary of the basic concept. In this graph,

_ LEARNING +

common complaint for golfers is that no matter how much time they practice it doesn’t significantly improve their scores? For many people, golf is the one skill where simply investing time (and/or money) fails to result in improved results. In a nutshell, the problem is that practice, in and of itself, doesn’t work (or at least not the way we would like it to work). We want to believe that practice should result in lower scores and it should hold up under pressure. Furthermore, we would prefer that it not take forever to bring about positive change. But that is not what usually happens. Instead, what typically happens is that we hit the ball better in practice than on the course. We also chip better, make more putts, and are generally more relaxed when it’s just us – alone – in our favourite practice setting. But get us on the course where the stakes are raised and too often, the wheels can come off. Fortunately, understanding why this happens and how to reverse it can be explained through simple science.

Challenge Point Curve

Normal Learning Curve

TIME/PRACTICE

Figure 1 – influence of Time and Practice on Learning

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performance in practice decreases. In other words, as practice becomes more challenging people struggle more. Often this struggle is interpreted as a lack of learning, but this is usually a big mistake. Now let’s look at the learning curve (the dotted line) which is the key because it lets us know how much people are actually learning and not just how they are performing during practice. The relationship between task difficulty and learning looks surprisingly different than the relationship between performance in practice and task difficulty. As task difficulty increases, learning increases. Up to a certain point, as you increase task difficulty you increase learning. This relationship continues until an optimal amount of task difficulty is reached. At this point, the individual is being challenge The PGA Professional

| September 2018

_ PERFORMANCE +

Optimal Challenge Point Learning

TASK DIFFICULTY

Figure 2 – Challenge Point

Advanced Golfer

PERFORMANCE

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as practice becomes more challenging people struggle more. Often this struggle is interpreted as a lack of learning, but this is usually a big mistake

Practice Performance

Beginner Golfer

TASK DIFFICULTY

Figure 3 – Challenge Point scaled to different individuals

so that their learning is optimized. If task difficulty is increased beyond this point, the cognitive and motor systems are overwhelmed and both performance in practice and learning suffer. This point, at which the individual is being challenged for optimal learning is called the Optimal Challenge Point (OCP). Importantly, the OCP yields less-than-perfect practice performance. Optimal practice yields short-term struggle that leads to long-term learning.

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Optimal practice yields short-term struggle that leads to long-term learning

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the y-axis represents performance/or the amount of success you are having in the moment. The higher up on the axis, the better the performance. For example, each time you hit a 9-iron, you can see how well you performed. The better you hit the club the higher you would score on the y-axis. The x-axis represents task difficulty which is a relative concept in sports like golf. For example, hitting a green with a 4-iron is generally more difficult that a hitting a green with a 9-iron. A 10-foot putt is more difficult than a 4-foot putt, and a 4-foot putt to win a tournament is more difficult than a 4-foot putt when you are practicing at your local course. Let’s start by looking at what happens during practice (the solid line). Not surprisingly, as task difficulty increases

O P I N I O N

The effects of Challenge Point practice have been shown in more than 100 experiments using motor skills like golf, or even verbal skills like classroom learning. Furthermore, Challenge Point scales to the individual. In other words, Challenge Point can explain what happens with an advanced golfer, as well as a beginner. The graph above (Figure 3) presents how skill and task difficulty interact to create distinct OCP’s for different golfers. For beginners, as task difficulty goes up, immediate performance in practice decreases just like it does with a more experienced players. Also, like the experienced golfer, as task difficulty increases there will be learning increases up to a certain point before excessive difficultly starts to hinder learning. The beginner’s OCP is at a lower task difficulty than the more experienced player but they both still 55

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IMPLICATIONS FOR PGA PROFESSIONALS So how do we create better practices and move toward that magical point of optimal challenge? The bottom line is that we create appropriate challenge for the learner, so they struggle appropriately during practice, and then change the challenge as the learner changes. There are multiple ways to create appropriate challenge. For example, the randomness of hitting shots can be adjusted to affect the challenge. Repeating the same shot time after time is a BLOCKED practice strategy, and this is typically used in golf practice. Conversely, RANDOM practice can come in many forms including frequently changing targets, clubs, intended trajectories, etc. So, which is better? The answer is that it depends on the level of the player. Blocked practice will get beginners into their optimal zone for learning at a significantly higher rate than will random practice, but for experienced players,

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It’s only when straight repetition ceases to create appropriate challenge that we should begin introducing randomness ceases to create appropriate challenge that we should begin introducing randomness. The same concept of adjusting practice to the level of the performer to create appropriate challenge can be delivered through “consequence.” Essentially, consequence is putting something on the line. It is creating

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pressure. A very simple example of consequence during practice is that if you miss the next shot, you have to take a 2-minute break. You will be surprised at how much pressure this puts on the shot. Under normal circumstances, people are creatures of habit and tend to practice the same way that they’ve always practiced. For most players, including highly skilled players, they under-challenge themselves during practice and as a result, perform well in practice but aren’t able to transfer this to the course. With Challenge Point, as learning starts to slow, the difficulty is ramped up through changing clubs or putting consequence on a shot, and this serves to keep the challenge at the optimal level. The optimal level of challenge yields short-term struggle for long-term gain. When players understand the science and are willing to embrace the struggle they will have the game that they can take to the course. If you are curious to read a more detailed explanation of this author’s findings, or any of the other subjects within the Routledge International Handbook of Golf Science, why not purchase a copy from either the ‘Routledge’ or ‘Amazon’ websites.

I N S U R A N C E

Annual Renewal Declaration

or those of you that are resident and working in the EU, public liability cover is included within your member subscription. You should already have received an email from Howden, our insurance broker, outlining the requirement this year to confirm that there are no outstanding claims to report. In order to assist closure of the 2017/18 period of insurance and to ensure continuation of your insurance cover, insurers require you to respond to the email to confirm that you are not aware of any claims or notifiable incidents 56

random is the more appropriate challenge. As our graphs show us, matching up skill level with appropriate task difficulty is what leads to the Optimal Challenge Point, and for beginners, many times that comes with the repetition that blocked practice affords. It’s only when straight repetition

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have an optimal challenge point. The key is adjusting the learning environment – in this case the type of practice – to the skill level and the OCP of the player.

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that have not previously been advised to Howden. Typical examples include a thirdparty injury involving hospital treatment, allegations of libel/slander, or professional negligence, e.g. arising out of tuition, coaching or advice given, any circumstance that has triggered a safeguarding investigation, or any circumstance involving damage to third party property. If you do have something to report, please contact your claims advisor at donna.goulbourne@howdengroup.com or

on 0121 698 8043 as a matter of urgency. If you are unsure as to whether an incident should be reported, please do not hesitate to contact Howden claims department for further advice. If you have not received the email from August 23, 2018, please contact the Membership Department on 01675 470 333.

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M A R K E T I N G

Growing your database Antje Derks looks at how you can nurture this highly valuable asset

t is astounding that far too few golf professionals realise the importance of data collection – of both current and future clients. In order to really grow your business significantly, you need to treat your data like a goldmine. It literally can be the gift that keeps on giving – if you know how to maintain your database and nurture the leads within it. There are

attract new clients. An introduction to golf day might be an excellent way to cast your net wider in your community – make the event appealing to all age groups and backgrounds and offer incentives for people to sign up there and then for lessons. Not everyone is a natural public speaker, but participation will establish you as an expert. Think about your target audience and perhaps get yourself added to the Women’s Institute rota for example. A humorous talk on ‘A day in the life of a golf professional’ would work really well. Remember to sell the health benefits of golf and the fact that age and gender aren’t issues. Successfully utilising your database ensures you are always at the forefront of your prospects’ and clients’ minds. Make Do An n H na C several ways in which sure you communicate regularly with Do M r& n G you can grow your your database – perhaps by sending out M rs De To e ts database that you a fortnightly mail shot with a golf tip Sp or t Ev might not have thought and some other useful information – en ts Co Ltd of. Networking is a great way that way you’re creating awareness of to build up new contacts – it is your brand. Send out regular newsletalways worth attending social functions and ters with general information about lessons, tournaments at your club – you might think that you know everyone or that everyone is Mark T Louise W aware of your presence and the services you The Smith Raj A Tee Ladies el P Nig family offer – but you’d be surprised what a little Local C rge Michael G bit of face time can do for your business. o Ltd Sue and Jo Ruiz Offering a ‘freemium’ on your website is a Sports Events Ellie J Doug F Ltd great way to build up your database. You’re Dave M The WI an expert and have knowledge to share, so why not offer something free on your website that people have to register to access. Just make sure it’s GDPR compliant. Co-marketing partnerships are a great initiative and something you should think about getting involved with because, regardless of the services you are offering, there will be other businesses Lucy P in your area that are targeting the same customers. I Rita C The W Hosting an event – or even co-hosting one – is a fabulous way to Hi! Fred L Café Le

DATABASE

prices, new technology and celebrating any success stories of current clients – for example tournament wins or handicap cuts. Sharing good news will give clients a sense of pride and achievement as well as something to strive for as well as making you look good. Use competitions on your Facebook account and website to encourage new people to leave their information for you. Offer a cool prize like an hour’s free video analysis or a playing lesson will encourage people to enter the competition and submit their details. Make a point of setting aside a couple of hours a week to growing your database and sorting it into appropriate segments. Set yourself targets to grow your database – be realistic, but do aim high. Make sure you are in constant contact with your database and ‘clean’ it often – taking out those that haven’t engaged with you for over six months. Data is a hugely valuable asset to your business and it is also mobile so wherever you may be you can reach out and create awareness for your brand.

Get it done this month ✓ Take a look at your existing database – have you segmented it?

✓ Is your database up-to-date? ✓ Think about ways in which to grow your database and set targets and make a plan for how you’ll reach your goals

✓ Look into partnerships with other local businesses, competitions and speaking opportunities

✓ How do you collect your data? Do you have a GDPR compliant paper form as well as digital alternatives?

The PGA Professional

| September 2018

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What’s your Unique Selling Point? Antje Derks tells you how to stand out from the crowd by developing a killer USP

be so distinguished that you get word-ofWhile some clubs and their professionmouth referrals because of it. als have taken many years to build up their It really doesn’t matter whether you reputation, others have reached the same or your club are position far more particularly well quickly. With the known – you have advent of the digital You need to be able to ensure that you age, the opportunity to sum up in a few focus on building to build a name and a positive and solid promote your USP words why you and reputation for whatyour service is different quickly has never ever your USP is. If been faster. The and superior to the you spend time perthing that most profecting this, you are fessionals struggle competition more likely to attract with is being able to new clients. Evenaccurately identify tually, people will and articulate their seek you out for lessons and in turn, that Unique Selling Proposition. You need to be means you can command higher fees and able to sum up in a few words why you and recommendations. your service is different and superior to the competition. Perhaps the best way to look at it would be as an advert. Many professionals take out an ad in order to promote their services – but aside from photographs, the copy is so generic any pro name could be swapped in and the advert would still be applicable. Indeed, by not defining your USP, you are simply wasting money on marketing and advertising because you’re not saying anything new to your audience. However, if you spend time defining yourself and why

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killer USP – or Unique Selling Point – is the difference between making your business great and it being a mediocre outfit. While the term USP has been around for more than half a century, not many people actually understand what’s meant by it and as a consequence they don’t know how to execute it effectively. A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. [From Wikipedia] Marketing and advertising gurus agree that your USP has to hit three criteria for it to be powerful. It must say to the consumer ‘buy this and you will benefit in specific ways’, it must offer something the competition doesn’t and it must be killer enough to attract new customers. Your USP is the basis for your marketing and advertising strategy – you should see it as your individual advantage to sell your lessons, the products in the shop, your club or outings. Indeed, your USP should be so memorable that it will set you apart from other pros and attract new clients to you. Added to that, you want your message to

What makes YOU unique?

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HOW TO DEFINE YOUR USP Most professionals don’t have a strong USP, which means they’ve not built a strong marketing programme on a secure footing. They flit from one idea to the next, leaving customers confused by their inconsistent messaging. Some professionals argue that a USP is market-limiting, but in fact, that’s the aim. You want to focus your efforts on the people who value what you do best – developing your own niche. You will discover that rather than limiting your opportunities, you’ll attract more custom. Your USP will be the slogan on your business cards, website and on your adverts and email marketing. Some of you may remember the double-glazing firm Everest. Their USP and slogan was: “Everest – fit the best”. It was catchy and memorable. Without a specific position around which to build your marketing, you are just another commodity that no one thinks is special, but with a strong USP, you lower your marketing costs, increase word of mouth, focus your efforts to do a better job for your clients, and increase your income. CONSIDER THE FACTORS The first step in building a solid reputation in your community is to determine how you want people in the marketplace to perceive you. Your USP will be the basis for getting your marketing message across and building your reputation. It will be what the public remembers about you and will pass on to others. It will be the foundation on which all your marketing is based, from your website to your customer service. There are several factors to consider when designing your USP. The best way to start is to gather input from your staff and golfers. If possible, get your staff together and ask them as a group to come up with individual words or phrases that define your services and what you offer. Make a list of keywords The PGA Professional

| September 2018

or statements. Do the same thing with your to exploit. By being first, you lay claim to customers. You could even send out a quick the particular benefit that you’re promoting. email to your client list asking them what The first step to developing your USP is they think the best thing about your offerto look at what your competitors are doing ing is. Ask them what — what do they specialise they see as your unique in? Browse their webselling point and why sites, brochures, print Without a specific they chose you in the ads, and any other litposition around first place. Sometimes erature you can find to it is hard to step outwhich to build your determine what posiside of yourself and tions they are claiming. marketing, you see what makes you Their USPs might give are just another different. you a few ideas and After you have colcommodity that no help you spot their lected information, one thinks is special weaknesses and go to develop variations and town exploiting them. combinations and narLike other parts of row the list down to your marketing, your three or four of the very best possibilities. USP can be tested. You can use focus groups Once they have been defined, these answers to compare different USPs. You can use surshould be crafted into a defining statement. veys. You can test headlines in emails using different USPs. You can test USPs as direct ONE KEY AREA mail or advertising headlines. You will only be remembered in one key To define your USP you must answer at area, with perhaps a couple of sub-thoughts least two questions: What is the word or at most. Once you choose that area, you statement you want to fix in the minds of must use it as your central focus in making your customers? And what do you do better future decisions. This means focusing on than your competition? one particular area and spending less time Once you have answered these quesand effort on others. tions and decided on a USP, you must stay It’s very important that you decide what focused and use your position as a guide your image should be in the golf commuto both marketing issues and business nity. If you try to be all things to all people, decisions. it won’t work and you’ll end up getting nowhere fast. Once you have developed your reputation label, it’s nearly impossible to shed it. Good or bad, your reputation ultimately will depend on a few words, so ✓ Make a list of what you think your USP might be choose the statement that represents you and what you’re offering wisely because, like ✓ Browse the competition mud, it will stick with you for a long time. and see whether you can

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you are different, your marketing can be more targeted and you’ll reap the rewards far sooner than your competitors who stick to a more generic approach.

B R A N D

Get it done this month

BE THE FIRST While it’s better if the USP you design is something nobody else can claim, it’s not essential – and not always possible. You can choose to highlight some aspect of your services – like videoing lessons or holding fun golf camps for youngsters during the holidays and at weekends – that your competitors may also be doing but have failed

glean some ideas/spot any weaknesses and exploit them

✓ Once you have narrowed down your ideas, test them

✓ Collate feedback and further hone your USP

✓ Test again – once you are happy with it – start using it ALL the time

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Get ahead for Christmas 2018 with PGA Benefits

With just three months to Christmas, this month’s PGA Professional looks at the PGA Benefits programme in more detail, focussing on how one particular Member saved big with Apple and looking at how you can save hundreds of pounds on Christmas gifts.

APPLE PRODUCTS AND SOFTWARE

Save up to 10 per cent off Apple products including MacBook, iPad and iPod as well as Apple accessories. Enjoy free delivery (on orders over £40) or order online to pick up in store. Apple’s experts will help set up your product.

The offer 10% off AppleCare for Mac, Apple Branded Accessories. 6% off iMac/Mac mini/Mac Pro, MacBook, MacBook Air, MacBook Pro, HomePod, Apple Pencil & Smart Keyboard for iPad Pro. 5% off iPod

MY CASHBACK CARD

Make your money go up to eight per cent further with a My Cashback Card. You can save in a unique way when doing your Christmas shopping on the high street or online. By using your reloadable shopping card for regular purchases, you can earn between 3 to 8 per cent when shopping at major retailers including Sainsbury’s, Tesco, Debenhams, B&Q, H Samuel, Argos and many more. Based on an average family’s spend on everyday items, you could save over £600 a year. The offer It’s easy to start using My Cashback Cards: • Visit My Cashback Cards and sign up to register for the scheme. Enter ‘PGA’ in the registration code field. • Choose your favourite My Cashback Cards to be posted to you. Once received, you can activate them and load funds on to your cards.

8% back Clarks, Debenhams, The Entertainer, Halfords, New Look, Ernest Jones 6% back Argos, Currys PC World, M&S, Wickes

5.5% back Ted Baker • Every time you load funds onto your cards, the Cashback of between 3% and 8% will be paid into your Cashback Account. • Once the Cashback reaches £5, it can then be loaded back onto your cards to pay for more shopping or allow it to accumulate to pay for special occasions such as Christmas.

Our PGA Member says: PGA Member Philip Taylor saved 6 per cent after purchasing a topof-the-range MacBook Pro. Taylor said: “I always read The PGA Professional magazine each month and saw there was a potential benefit with Apple under the PGA Benefits section. “My wife was looking for a replacement MacBook so contacted The PGA to see what was on offer. I was sent a link to access the Apple site and compare offers. My wife looked through the site and it was the same as the main Apple catalogue except the products were reduced by 6 per cent. There are never discounts on Apple products unless you are a student or have some other promotional introduction so any saving, as long as it was the latest product would always be a bonus. “My wife found everything she was looking for and purchased the top MacBook Pro with the maximum storage as her whole life revolves around her Apple products. “The total cost was just over £2,500 and she paid £2377.20 saving 6 per cent on the same purchase had she made it in store. There was queuing up as is always the case in an Apple store, the goods were despatched within 10 days as it was a bespoke purchase and the benefit of a shed load of Avios as we could pay using my Amex!”

MAKE THE MOST OF YOUR MEMBERSHIP BENEFITS! Details of all these offers and discounts are available at http://benefits.pga.info 60

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C O N F E R E N C E

Meet, Discuss, Share

Supporting PGA Professionals to develop their digital marketing skills will be a key focus at the upcoming PGA Members International Conference from 11th – 14th November 2018.

ngaging with customers and clients via the use of digital media is becoming more and important in the digital age that we live in. That is why we have enlisted Carl Heaton, founder of Web Courses Bangkok to deliver an engaging and informative seminar on this topic. Carl, who is also a Web Consultant for the United Nations in Bangkok, has been a web designer for the past 20 years and a teacher for 17. Carl will be sharing his insights into how PGA Members can grow their businesses and entrepreneurial ideas.

Carl Heaton, founder of Web Courses Bangkok will deliver a seminar on the use of digital media

Conference details Held at Asia’s finest integrated resort destination, the second edition of the conference will bring together PGA Members working worldwide. The exciting event comprises two full conference days and one golf day. • Price* includes three nights’ accommodation at Angsana Phuket, the Banyan Tree Group’s 5* luxury resort on the stunning Bang Tao Bay.* • 50 CPD points will be awarded to each participant at the conference. • Spaces are limited. For bookings and further information please contact conference@pga.org.uk. • Bring your partner as a non-delegate and they stay free of charge. Additional nights and room upgrades are available upon request. *THB 21,500 (approx. £495). Flights not included.

The PGA Professional

| September 2018

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PGA Benefits

The Great British summer is nearly over, but come rain or shine, we’ve compiled some great discounts available on PGA Benefits to make sure you’re never short of things to do. To access all these benefits and more, log on to PGA Benefits via http://benefits.pga.info Hotpoint Privilege Purchase Club

VAT advice

With PGA Benefits, take advantage of the Privilege Purchase Club and its exclusive members only pricing. Choose from over 850 different products which includes three great brands, Whirlpool, Hotpoint and Indesit. Products range from washing machines, refrigeration, cookers and dishwashers to Hotpoint’s Small Domestic Appliance range. Juicers, kettles, toasters etc. Many appliances are pre-discounted and you can save an extra 15% off using the monthly Voucher Codes, found on the homepage. Enter these at the checkout to obtain the additional savings. All prices include FREE UK delivery and FREE disposal/uplift of your old appliance*.

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

Save money on gym memberships Save money on gym memberships with My Gym Discounts! It is a voucher based or discount code scheme which offers members the opportunity to benefit from discounted gym memberships at hundreds of gyms, leisure centres, health clubs and class studios across the UK and Ireland*.

Save up to 10% on a wide range of Apple products PGA members can make great savings on a wide range of Apple products including iPad, iPhone, iPod, Mac, Apple Watch, Apple Magic accessories and more. You can now order online and arrange to collect most items from your chosen Apple Retail Store – usually within an hour!*

MyCashbackCards – Retail Cashback MyCashbackCards helps you to get discounts and cashback savings of up to 8%, allowing you to save money with a variety of retailers. Do what you already do but do it for less*.

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. 62

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

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

BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visitbmwvip.co.uk/pga, call 0207 514 3599 or email: pgasales@bmw-issd.co.uk

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

Mars Provide retail expertise to help maximise your return. Benefit from point of sale promotions and receive guidance on how to choose an appropriate product range. For further info, contact richard.hobday@effem.com

PowaKaddy Account holders personal use trolley at a discounted rate of 15 per cent off trade price (non-account holders are eligible for trade price). Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.

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

Y O U R

M E M B E R

B E N E F I T S

Huxley Golf

Birdietime

Incentive programme of up to £500 in commission when recommending customers to purchase an all-weather home putting green. Call +44 (0)1730 829 608 or visit huxleygolf.com

Offering all Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues. To book your session, email us at info@birdietime.com Visit birdietimepro.com to learn more about our online booking and payment system.

Crossover Technologies Golf-specific EPOS system. The technology manages stock levels, reducing dead stock and therefore helping to increase profit margins. Contact: 01454 418 395.

Coca-Cola Special packages on products and coolers. For more information visit coca-colapga.com

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

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

Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or Darren Bragg 07471 952 102 or email golfpro@golfbreaks.com

Silverbug Silverbug are IT experts who do things a little differently. Other companies talk about what they can do – but we want to focus on the issue you’re facing, and then fix it. We offer Members: Free IT health check of your business; Up to three months free managed IT services when taking out a contract; Option to leave within the first three months if you change your mind. For more information contact us on 0207 078 3795, quoting PGA.

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.

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

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

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

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

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

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

To access all these benefits and more, log on to PGA Benefits via http://benefits.pga.info *Terms and conditions apply to all benefits. Offers correct at time of printing. Hotpoint Privilege Purchase Club – Offers subject to change without notice. Apple – Annual purchase limits apply. Discounts are subject to availability. For the latest offers visit the Apple EPP store. PGA Benefits is managed and run on behalf of The PGA by Parliament Hill Ltd.

The PGA Professional

| September 2018

S I T U A T I O N S

V A C A N T

Copthorne Golf Club invites applications for the position of RETAINED HEAD PROFESSIONAL Situated in West Sussex between the towns of Crawley and East Grinstead, Copthorne Golf Club is a private members’ club established in 1892. It has a proud history of offering a fine golf course and clubhouse facilities, as well as regularly hosting County amateur events, Pro-Am tournaments and a very popular Men’s Open. The incumbent Head PGA Professional is due to retire on 31st December 2018 after 36 years and the Management Committee wishes to retain a driven, enthusiastic and engaging Head Professional. The Head Professional will demonstrate dynamic leadership qualities and will work closely with the golf club to assist in securing its position within the golfing market, whilst also demonstrating the acumen to operate a thriving business which mutually benefits both parties. The successful candidate must be able to demonstrate: • Exceptional customer service skills and the capability to develop a team to provide such service; • The ability to engage with and provide tuition to golfers of all ages, genders and abilities; • The capacity to provide a comprehensive retail offering; • A commitment to continually align the professional services to the wants and needs of the golf club; • Continuous innovation, looking to wider business in order to find solutions to the ever-evolving golfing environment; • An ability to work with and interrogate a variety of IT systems (including Club V1 and BRS); • An enthusiastic and creative approach to communication and marketing, including a solid understanding of social media platforms. A competitive remuneration package will be offered to the successful candidate. If you would like to be considered for this excellent opportunity, please send a cover letter and CV, outlining your suitability, level of experience and competence, to Peter Walter, General Manager, Copthorne Golf Club, Copthorne, West Sussex RH10 3LL or email gm@copthornegolfclub.co.uk All applications will be treated in the strictest confidence. For more information, please visit the club’s website: copthornegolfclub.co.uk/clubhouse/staff_vacancies/ Closing Date for Applications: 28th September 2018 at 12 noon

Anticipated Start Date: 1st January 2019

The West Lancashire Golf Club Exceptional opportunity awaits a Registered PGA Assistant at The West Lancashire Golf Club, which regularly hosts Open Qualifying and many other prestigious events including the 125th Amateur Championship in 2020. Facilities include indoor performance studio and extensive practice facilities. The successful applicant will join a vibrant professional team and will benefit from the extensive skills of the Head PGA Professional, and therefore demonstrate the drive to become a modern, proactive PGA member. Excellent package for the right candidate, including a subsidy of PGA fees and where appropriate, help with relocation. Apply with CV/cover letter to gavinabsongolf@hotmail.co.uk by 21 Sep 18.

Head Professional

Swaffham Golf Club is set in the heart of Norfolk and requires a fully qualified PGA Professional to provide all aspects of golfing services to the club. We are looking for a candidate who is a self-motivated high achiever, commercially aware with excellent interpersonal and organisational skills. Establishing and operating a well-stocked attractive shop, undertaking coaching and tuition programme for all members and developing the junior section. Working closely with the management structure on marketing using both traditional and social media strategies. To be considered please submit your CV to Mr A Martin, Chairman at: manager@swaffhamgc.co.uk by 28/9/2018.

Golf Club Professional West Middlesex Golf Club West Middlesex GC, established 1891, is a premier members’ club in Middlesex. Following the recent resignation of our Club Professional, an opportunity has arisen for an enthusiastic, well qualified Individual, to run a retail golf shop and provide tuition, club fitting and club repair services for members and visitors. Key Responsibilities Work as part of the team with the Committee and Club Secretary to take the club forward. Ensure a high standard of customer service at all times. Assist with the administration of club competitions, society and corporate golf days. Develop junior, women’s and men’s golf and help increase participation in all areas. To actively participate in networking opportunities, developing links with external agencies (local schools, clubs, businesses, etc.) to promote the game of golf and facilities at the club to potential new members and golf participants. Remuneration and further role responsibilities will be discussed at interview. The package will include a competitive retainer, green fee commission and membership incentive. Please forward CV’s and Proposal Plans for the attention of: Mr. Richard Piggott, West Middlesex Golf Club, Greenford Road, Middlesex UB1 3EE. Alternatively email to: richard@westmiddgc.co.uk Closing date for applications: 30th September 2018

www.pga.info

E M P L O Y M E N T

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

UK AND IRELAND

Oakland Park Golf Club, Buckinghamshire

Oakland Park is looking a Training Applicant/1st Year Trainee who wants to join the PGA training to join an expanding golf company. Hours will be on a shift basis allowing plenty of time to develop and move on to the training scheme. Apply to Paul Warner at proshop@orida.co.uk 07940 583832.

Penn Golf Club, Wolverhampton

New trainee or registered assistant required to join our team at busy members’ club. Role includes 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 before 1 Oct. Tee To Green Coaching, North London

Fully qualified assistant required 2 days per week including some Saturdays, Sundays and holiday cover. Plenty of time to play and teach. No commission on lessons as shop cover is in lieu. A great earning potential for the right candidate. Apply via email with CV to brucecuff@yahoo.co.uk

Growing, forward-thinking academy seeking like-minded coaches to join existing sites on a self-employed basis. Opportunity for high earnings with flexibility to control your own diary and lifestyle. Full training provided, junior development coaching and all adult coaching ready available. Contact: grant.sayer@teetogreencoaching.com before 31 Oct.

Chobham Golf Club, Surrey

The Alwoodley Golf Club, Leeds

Heyrose Golf Club, Cheshire

PGA assistant/registered trainee required for friendly private members golf club. Must be able to give a high level of customer service and have a passion for teaching juniors. Role will consist of shop work and providing a junior coaching programme. Contact: Michael@chobhamgolfclub.co.uk Weybrook Park Golf Club, Hampshire

Training applicant or Registered Assistant required to join our strong team at members club with excellent facilities. Plenty of opportunities to gain experience in coaching, playing, custom fitting and retail. Looking for reliable and hard-working individual. Email CV and cover letter to Steve Cox at steve.cox@foremostgolf.com by 15 Sep 2018. Orchardleigh Golf Club, Somerset

Assistant Professional required at a busy 18-hole Golf Club. 25 hours per week in the shop, this job role also gives the successful candidate the opportunity to take over our expanding junior section, and grow their own coaching clientele. To apply please send your CV to Dan Dredge: Proshop@orchardleighgolf.co.uk Cranleigh Golf and Country Club, Surrey

Registered Trainee/1st Year Assistant Professional required for friendly members golf club. Must be able to give a high level of customer service, have a passion for golf, and teaching. Role will consist of reception work, engage with members and support with coaching programmes. Contact: pro@cranleighcountryclub.co.uk Matthew Paget Group, Royal Mid-Surrey Golf Club

Looking to employ dynamic and energetic trainees/apprentices keen to work hard, learn fast, develop and grow their skills on a career path towards becoming PGA Professionals and Head Professionals within this successful group of golf clubs. Send CV/cover letter to Matthew Paget at: proshop@matthewpaget.co.uk by 14 Sep or call 0208-939-0148. Linlithgow Golf Club, Scotland

Fantastic opportunity at Linlithgow Golf Club for a registered PGA Assistant or someone looking to start a career in Professional Golf. Applicants should be highly motivated to learn and experience every aspect of being a Professional. Please apply via email to calumlawson@linlithgowgolf.co.uk by 14 Sep. Branston Golf and Country Club, Staffordshire

PGA Assistant about to start training or in 1st/2nd year required. Minimum of 30 hours’ p/w shop work, plus opportunities to develop own coaching portfolio, indoor or outdoor. This includes learning club repairs, custom fitting, business, marketing and teaching methods. CV and applications to stuart@uniongolf.co.uk before 1 Oct. The PGA Professional

| September 2018

Consistently ranked in the top 50 courses in Britain, Alwoodley requires a Training Applicant/Registered Assistant. The applicant must be positive, friendly and outgoing; an effective team member and enjoy providing excellent customer service. CV and cover letter to: John Green, Alwoodley Golf Club, Wigton Lane, Leeds, LS17 8SA or john.green@foremostgolf.com Mill Green Golf Club, Herts

Training Applicant/Registered Assistant required. Great opportunity at 27 hole facility for individual interested in a career in golf. Role will include opportunity to progress into coaching, retail and golf operations. Individual must be organised, reliable and enthusiastic. To apply, please send CV to Andrew Simmonds: millgreen-gdp@crown-golf.co.uk.

Why use the PGA’s bespoke recruitment services? “The Business Relationship Officer (BRO) service was instrumental in me obtaining my current position. As a PGA member, I am in a fantastic position to make use of all the services that the PGA membership has to offer. I feel that had I had to pay someone for the advice and guidance provided, I would have had to pay a very large bill. My BRO is also someone I can trust, being part of the PGA he is so well equipped to suit professionals to the correct job positions. Advice was based upon business models teamed with living and working examples. He made suggestions on all the aspects of the position. I would recommend the BRO service to any of my fellow members who are looking for advice and support.”

Angus Hoare, Academy Advanced PGA Head Teaching Professional

E M P L O Y M E N T

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

North Berwick East Links, Glen GC, E Lothian

Saunton Golf Club, Devon

Training applicant/registered Assistant required at busy seaside course. Shop hours, custom-fitting and coaching available. Great opportunity to be an integral part of a vibrant and popular member and visitor golf club. To apply, please send CV and cover letter to Head Professional Fraser Malcolm at; contact@beginnagolf.co.uk by 22 Sep.

Fantastic employment opportunity for Training Applicant / Registered Assistant at our 36 holes Championship links. Applicants should be highly motivated with excellent communication skills, with a desire to deliver best-in-class customer experience being a pre-requisite. Please apply online with CV and covering letter to albert@sauntongolf.co.uk by Sep 15.

Riverside Family Golf Centre, Nottingham

american golf

Full-time Teaching professional required. Fantastic, busy facility includes 24-bay floodlit refurbished covered driving range, 9 hole golf course, Footgolf, short game area, American Golf Shop and 18 hole dinosaur adventure golf. Full training and support given. Excellent earning potential. Email CV to jasonfroggatt@n1golf.com or visit our jobs page www.n1golf.com/jobs.

We are seeking enthusiastic, ambitious and driven individuals who are passionate about retail and love golf! We are recruiting ASSISTANT MANAGERS for our Sutton Coldfield, Cheltenham, Wrexham and Worcester stores. If you’re interested in this position and joining Europe’s largest golf retailer visit http://www.americangolfcareers.co.uk for further information.

Sapey Golf and Country Club, Worcester

Seaford Head Golf Club, Sussex

Golf Studio Assistant with bright personality to present brand new GCQuad Simulator to clients, offer hospitality services, manage bookings and upsell all features of the Club. Potential to work towards PGA Qualification for the right applicant. Apply with CV to Cheryl Waring, Sapey Golf and Country Club, WR6 6XT gm@sapeygolfandcountryclub.co.uk

Teaching Professional Required for the stunning Seaford Head Golf Course. Paid shop hours and 99% of teaching, indoor GC2 facility. Suit newly qualified or nearly retired Professional. For further details please email Fraser Morley on: fraser1974@mac.com by 30 Sep.

Bury St Edmunds Golf Club, Suffolk

Fantastic opportunity for Trainee Professional to learn this industry at a well-established and highly regarded busy members’ golf club with excellent retail and coaching facilities, alongside a busy pay and play 9 hole. Apply with CV and covering letter to mattalderton01@hotmail.co.uk by 23 Sep.

JOB SEEKERS Ambitious PGA Professional looking for coaching opportunity. Highly passionate golf coach and great knowledge of customfitting. Happy to teach all levels of golfer as well as run groups coaching and clinics. I am continually developing my skills and am qualified to use the latest technology. Please contact me at idplant@live.co.uk

Supporting the relationship between PGA Professionals and the golf industry The PGA offers a free, bespoke service designed to assist you through the recruitment process to ensure you get the right PGA Professional for your facility. The PGA has helped more than 150 golf clubs with their recruitment needs in the past two years by: Identifying roles and responsibilities Assisting with writing the initial advertisement Advice on interviewing Guidance around remuneration Developing service level agreements / contracts Mediation and ongoing support For more information contact Yvonne McPhillips on 01675 470 333 or at: recruitment@pga.org.uk

www.pga.info

Glen Portelli - PGA Professional Old Ford Manor Golf Club

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

Foremost Golf For more information contact our National Business Development Manager, David Murch +44 (0) 7712 842 720 â&#x20AC;˘ david.murch@foremostgolf.com