The PGA Professional magazine - May 2021 by The PGA

THE OFFICIAL PGA MEMBERS’ MAGAZINE

PROFESSIONAL VOLUME 17 ISSUE 4

MAY 2021

SPIN MACHINES

Best new wedges and how to sell them

COACHING MASTERCLASS

Denis Pugh answers your questions

LIFELONG LEARNING

Boost your career with professional development

Dirk Delfortrie, Director of Golf at PGA Catalunya Golf & Wellness

As golfers make their return to golf courses and golf shops once again we’d like to welcome many of our retail partners back into the industry we love. Despite a break from the game that none of us wanted, we are incredibly excited about the energy and anticipation behind golf’s return. Thank you to our partners for continuing to trust in Acushnet, our people and our brands.

CONTENTS FEATURES

TRADE TALK

STAYING ON THE RIGHT CAREER PATHWAY

39 40

More PGA Professionals are turning to the new digital platform PGA Learn

PRO AM CHALLENGE Four PGA Professionals talk about their involvement in a celebrity challenge to get more women playing golf

Reach for the Sky

DRIVEN BY THE DATA The story behind the birth of XPOS

INTERNATIONAL

MAN ON A MISSION Dirk Delfortrie, on his life in Spain and his vision for his new role at PGA Catalunya Golf & Wellnes

TRAVEL

45 46 47

BARRY NEWHAM Head Professional at Newbury & Crookham

TRUMP INTERNATIONAL Experience one of the best links courses in the world

STAYCATION GEMS

INSIDE THE PGA

07 08 62

ROBERT MAXFIELD This month from The PGA’s Chief Executive

Do your members want to get away and play some top-quality courses?

COACHING

DENIS PUGH PGA Master Professional answers your questions.

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

THE OFFICIAL PGA MEMBERS’ MAGAZINE

PROFESSIONAL Editor: Jane Carter jane.carter@golfconsulting.co.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Golfbreaks.com Crossover Technologies Photographers: Getty Images, Adobe Stock Production Assistant: Kelly Lewis Design: Andrew Beavis andy@whiteshadowmedia.co.uk PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 This magazine contains images taken prior to Covid-19

MEMBERS SPOTLIGHT Warners wise words

PGA PARTNERS

14 26

PGA NATIONAL GOLF

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’

ACADEMY Gets ‘world-class’ makeover

PROSTATE CANCER The Big Golf Race

PGA RETAIL

30 32 36

LAUNCHPAD This month’s guide to the latest gear

TRADE NEWS Latest industry news

LOFTY AMBITIONS

It pays to offer a range of wedges and a quality custom fitting service - here’s some expert advice to help you sell more.

STIRLING EFFORT Kenny Monaghan, 59Club Golf retail Manager of the year

The PGA Professional

MEMBERSHIP

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

RECRUITMENT

#makinggolfhappen

SITUATIONS VACANT All the latest recruitment opportunities

may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

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Making the Business of Golf Happen PGA Partners

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

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FROM THE CHIEF EXECUTIVE

s I was reading the recruitment pages in a recent copy of ‘PGA Professional’ magazine, I was struck by the many and varied skills golf clubs were seeking. Candidates were asked to create marketing plans for the club, develop new revenue streams and deliver membership recruitment and retention campaigns. This all on top of running their own business as the Club Professional. For those Members making the switch to golf club management- and there are more and more of you - the experience required was even more wide ranging. Finance, HR, marketing and leadership, all skills now required in the running of a busy golf club. As an Association, we are committed to ensuring our Members are as effective and

Golf programme for those looking to make the switch to club management and more than 800 pieces of content on our PGA Learn platform, the opportunities to continually develop as a PGA Professional are many and varied. Self-improvement requires commitment and motivation but a common thread among the many successful PGA Professionals is that each has made that commitment. Continuous learning isn’t just about the individual. As we see from some of our most successful training Professionals, it can help foster the education and lifelong learning skills in our future generation of Members who will one day also invest time and effort in their own trainees. As well as informal and formal learning, the Association is offering an increasing number

Continuous learning isn’t just about the individual. As we see from some of our most successful training Professionals, it can help foster the education and lifelong learning skills in our future generation of Members who will one day also invest time and effort in their own trainees. relevant as they can be in the workplace and equipped with the numerous skills increasingly being demanded by golf clubs and other sectors of the industry. For newly qualified Professionals, our training programmes are constantly updated to reflect the changing workplace. But for qualified Members many of whom went through the PGA Training programme many years ago, the responsibility for keeping up to date sits with them. The take-up of our recently relaunched ‘PGA Learn’ platform has shown that more and more Members are taking this responsibility seriously. More than 1400 Members have added to their CPD record using ‘PGA Learn’ and we are delighted that Members who previously have not engaged with the CPD programme are now doing so on a regular basis. The chance to learn and improve your skills does not just sit within our CPD programme. We have now introduced more formal learning, including a top up qualification for those who have qualified through the Foundation Degree and PGA Diploma and now have the opportunity to make this up to a full honours degree. With our Director of

of opportunities for online networking amongst Members. Our PGA Live and PGA podcasts series offers the chance to learn from some of the experts in all sectors of the industry from coaching, to retailing, to management and leadership. The importance of continuing professional development cannot be under-estimated. For working professionals in any industry, keeping their knowledge and skills current allows them to offer a high quality of service to meet the growing expectations of today’s customers and employers in a competitive jobs market. The PGA can provide the opportunities but the desire to learn and improve rests with you. As we widen our influence through our Business Management and Club Volunteer groups, we are increasingly reminded by how powerful word of mouth introduction and recommendation can be. Members are introducing club and industry contacts to both groups as we continue to expand. They have access to our PGA Learn offer and for those of you who have seen benefits in your own career development, please do spread the word about both.

Robert Maxfield CHIEF EXECUTIVE The PGA Professional

#makinggolfhappen

THE 3.

DRIVEN BY EMOTIONS.

BMW Select (PCP) Representative example: BMW 320i M Sport Saloon Term of agreement

47 monthly payments

On the road cash price*

Customer deposit

ISSD Total Discount** deposit

Total amount of credit

Option to purchase fee

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Total amount payable

Rate of interest

Representative

48 months

£379.00

£37,189.00

£379.00

£6,192.76

£30,617.24

£0.00

£15,455.36

£33,647.36

2.9% fixed

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£6,571.76

Winner of seven industry awards in 2020 and now What Car? Executive Car of the Year, the BMW 3 Series is alive and more responsive than ever. This driver-orientated lightweight athlete offers the latest BMW technology alongside formidable performance and ultimate comfort. With access to both PCP and Business Leasing options, alongside exclusive preferential rates - not available via the retailer network. Now is the time to get in touch with the BMW PGA Team to start your VIP experience. Scan the QR code or use the contact details below: 0370 700 5215

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BMW Group - PGA Sales 56 Park Lane, London W1K 1QB Park Lane Ltd is a credit broker and not a lender. Representative example is for a BMW Select agreement for a BMW 320i M Sport Saloon, with a contract mileage of 32,0000 miles and excess mileage charge of 8.98p per mile. Applies for new vehicles ordered between 01 April 2021 and 30 June 2021 and registered by 30 September 2021 (subject to availability). Eligible customers only. *On the road cash price is based on manufacturer’s recommended retail price and includes 3 year BMW Retailer Warranty, BMW Emergency Service, 12 months’ road fund license, vehicle first registration fee, delivery, number plates and VAT. **ISSD discount includes PGA ISSD saving and deposit contribution from BMW Financial Services. Deposit contribution from BMW Financial Services is only available on Select Finance Agreements. ^Optional final payment not payable if you opt to return the vehicle at the end of the agreement (vehicle condition, excess mileage and other charges may be payable). Finance available subject to credit acceptance to UK residents aged 18 or over. Guarantees and indemnities may be required. Terms and conditions apply. Offer may be varied, withdrawn or extended at any time. ‘BMW Select’ is a form of hire-purchase agreement provided by BMW Financial Services (GB) Limited, Summit ONE, Summit Avenue, Farnborough, Hampshire GU14 0FB. Park Lane Ltd is part of BMW Group. Park Lane Ltd, commonly introduce customers to a selected panel of lenders including BMW Financial Services. We may receive commission or other benefits for introducing you to such lenders. This introduction does not amount to independent financial advice.

NEWS

Kilada Country Club unveiled as

PGA NATIONAL

GREECE

ilada Country Club, Golf & Residences, located near Kilada on the Peloponnese region of Greece, has been unveiled as the tenth PGA National designated resort in the world. The designation is recognition not just of the highly acclaimed Jack Nicklaus Signature 18-hole championship course, but also of the quality of the other facilities that will make up the 235-hectare Kilada resort. These include the club house, driving range, state-of-the art exercise and wellness facilities, real estate for sale and a luxurious 5* hotel in the second phase. The PGA restricts its PGA National brand to only one resort per country, and each offers some of the very best golf, leisure and accommodation in that country. The PGA National Greece joins the illustrious group of other PGA Nationals which includes Ryder Cup venues The Belfry (PGA National England) and Gleneagles (PGA National Scotland), which features the Nicklaus designed PGA Centenary Course. Other PGA Nationals can be found in

The PGA Professional

Cyprus at Aphrodite Hills, which hosted two consecutive European Tour events in 2020, and Czech Republic at Oaks, which was voted ‘Europe’s best new golf course’ at the 2020 world golf awards Robert Maxfield, Chief Executive of The PGA, commented: “We are delighted to start work on the development journey of the PGA National Greece at Kilada Country Club. “The location of the site is excellent, Jack Nicklaus is one of the world’s leading course designers and Dolphin Capital as developer has a proven track record of creating outstanding real estate and leisure facilities worldwide. “We are tremendously excited to be part of the team which will bring one of the very best golf and property developments to reality in the Mediterranean. “The PGA National Greece further strengthens the Association’s reputation in Europe and we look forward to promoting the entire resort to PGA Members and golfers across the globe.”

#makinggolfhappen

About the Kilada Country Club Jack Nicklaus Signature Golf Course With a perfect year-round climate, set amidst the olive groves and hills of Kilada, and views out to the sea and the islands beyond, the Jack Nicklaus Signature course is one of a kind. With a deep commitment to enhancing the natural environment, whilst creating courses that are both challenging and enjoyable for players of all levels, this par 72, 18-hole 7,100-yard course, has been carefully routed into the natural contours of the Grecian hillside, olive groves and around the existing Ancient Greek ruins. The course uses the existing contours as much as possible, preserves and exposes the existing vegetation and opens up to take advantage of the beautiful vistas. The main focus is on resort play and Jack has kept the entry to the greens fairly open, made sure all features are visible and playing conditions will be to the highest standard. Many of the holes will be surrounded by the existing olive trees, which on certain holes have been strategically integrated within the design. With the choice of turf grass chosen to accommodate the local climate and the preservation of the surrounding, preexisting, native flora, the Nicklaus design team have been dedicated to creating an eco-conscious and sustainable course. Further considerations include the hard-line irrigation system designed to maximise water efficiency and minimise waste. Work has already begun on the first holes, with grassing due to take place this coming summer.

NEWS

Team PGA to deliver marathon effort for Prostate Cancer UK

Increase in Minimum & National Living Wage The national living wage, the minimum wage for those aged 23 and over, has increased to £8.91. Workers must be at least school leaving to get the National Minimum Wage. They must be 23 or over to get the National Living Wage. Contracts for payments below the minimum wage are not legally binding. The worker is still entitled to the National Minimum Wage or National Living Wage. Workers are also entitled to the correct minimum wage if they are: part-time, casual labourers ( for example someone hired for one day), agency workers, apprentices, trainees/ workers on probation, disabled workers, foreign workers. Apprentices are entitled to the apprentice rate if they’re either; under 19, 19 or over and in the first year of their apprenticeship. From 1st April 2021 hourly rates become: Workers aged 23 and over - £8.91 Workers aged 21 to 22 - £8.36 Workers aged 18 to 20 - £6.56 Workers under 18 - £4.62 Apprentices - £4.30

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The PGA is delighted to be continuing its work with Prostate Cancer UK and has launched Team PGA, with PGA Professionals and golfers taking on the charity’s fundraiser The Big Golf Race, across the summer, in an effort to beat a disease killing one man every 45 minutes in the UK. By extending its partnership with Prostate Cancer UK, the Association will be working with its Members to take on Prostate Cancer UK’s Big Golf Race. Aimed at golfers of all abilities including PGA pros, The Big Golf Race challenges them to raise money by completing a golfing Marathon or Half Marathon – four or two rounds respectively - in a day. The challenge will raise funds to improve the way prostate cancer is diagnosed and treated, but also engage Association members with a disease disproportionately affecting themselves and their members. Men over 50, black men and men with a family history of the disease are at higher risk of prostate cancer. And with the average age of the PGA Membership 49 years old, the partnerships further highlights exactly why the link-up between the Association and Prostate Cancer UK is especially symbiotic. “Promoting the health and wellbeing of our Members is a top priority and Prostate Cancer UK’s Big Golf Race challenge allows our Members to raise money while at the same time engaging with golfers and their communities on this vital subject,” said Richard Barker, The PGA’s Executive Director – Business Development. “We are delighted to be continuing our partnership with Prostate Cancer UK for a further three years and we look forward to supporting them to help beat the most common cancer in men. The Big Golf Race will be key in helping us do this.” Matt Holdstock, Sport Engagement Manager at Prostate Cancer UK, said: “Now more than ever the PGA Professional’s influence is central to the running of golf clubs and their communities. They are in a great position to help us build a strong team to beat prostate cancer, a disease killing one man every 45 minutes in the UK – the time it takes, on average, to play three holes of golf.”

– The Podcast

PGA LIVE - The Podcast is a regular series where we speak to interesting people from the world of golf, from those at the top of leading organisations, to others involved with making products and growing the game. The podcast evolved from the hugely successful PGA LIVE webinar series launched earlier this year during the COVID-19 lockdown. Recent episodes have included the state of the golf travel industry with Golfbreaks, we get an exclusive insight into the Premiere Series range with FootJoy, and Ken Brown talks about his fascinating career in golf as a player turned popular commentator.

Top five most listened to podcasts: Putting Masterclass with PGA Master Professional Phil Kenyon. 2020 Vision Special with PGA Chief Executive Robert Maxfield. The importance of ball fitting with Titleist. PGA Learn - A new CPD Platform for PGA Members. Making the most of Fitting with PING. You can subscribe for free and listen on most notable podcast platforms, including Spotify, Apple Podcasts, Deezer and Google Podcasts. All you need to do is search PGA LIVE – The Podcast.

May 2021

www.pga.info

NEWS

Tributes paid to Gavin Christie Tributes have been paid to Gavin Christie, an Honorary Member who has succumbed to cancer following a career that included coaching European Tour star Mark James for the best part of 50 years. Gavin, who was 79, qualified as a PGA Member in 1962 and was attached to several high-profile clubs, not least Wentworth, Burghley Park, Lincolnshire, Kedleston Park, Derbyshire, and two in Co Dublin, Ireland: The Open Golf Centre and Lisheen Springs. Similarly high-profile were some of the players he coached. In addition to James, European Tour winners David (DJ) Russell, the late Gordon Brand Jnr and Roger Chapman all benefitted from Gavin’s expert ministrations. James, however, was the jewel in his portfolio. “My dad would have seen Mark James as his number one,” confirms Stuart Christie, one of Gavin’s three sons. “He taught him from an early age and what Mark went on to achieve is amazing.”

European Tour and Ryder Cup Player Mark James was taught by Christie for more than 50 years

Indeed. James built on those foundations and the subsequent association by recording 32 professional victories, 18 of which were achieved on the European Tour, playing in the Ryder Cup on seven occasions and captaining Team Europe in 1999. “Gavin was the club pro at Burghley Park and my first coach when I started playing golf,” James recalled. “And apart from a six-year gap, he was my coach until he passed away. Funnily enough I am going to play a bit more this and next year as a sort of last two-years on Tour and we were both looking forward to giving it one final fling. “Although he adapted and changed slightly, he always stuck to the principles of the Hogan swing, the late hit and not to worry about the left wrist being slightly bowed at the top of the swing. Looking back, the way he was teaching then is pretty much the way the top players swing it now.” Gavin also had a big influence on Russell’s career, the two time European and Seniors Tour winner crediting him with being a ‘guiding light’. Russell, who will captain Great Britain and Ireland in next year’s PGA Cup, recalled: “His main interest was to see how I hit a ball - I hit one shot and he gave me the job! That was my interview and after that he worked closely with me for a few years. “He was always around if I needed help – he was very much a guiding light.”

The PGA Professional

#makinggolfhappen

BRO SUPPORT Offering a helping hand In the latest column promoting the services of The PGA’s Business Relationship Officers, Paul Wisniewski explains how he has been playing a key role in supporting the golf industry in Ireland. Over the last 12 months, I have been helping to contact and speak to PGA Members and golf facilities by telephone to offer help and support. Not surprisingly, the nature of the support provided has been dominated by COVID-19 issues: • Interpreting of the often ambiguous restrictions to provide as much clarity as possible for our Members to allow them to do what they do best: look after and educate golfers safely and responsibly. • Communicating the various support schemes available to our Members. • Supporting our Members and their facilities in discussions around the type of services they could provide during the lockdowns to avoid retainer payment interruptions. As most clubs experienced an influx of new members last year, this provided an opportunity for PGA pros to strengthen their position as essential assets for these facilities. I supported Members and their facilities in their efforts to retain these new members, helped leverage this to improve the terms of their agreements and helped clubs understand the value of PGA Members and suggested ways to utilise them for the benefit of both parties. The introduction of The PGA’s 2020 Vision initiative has resulted in PGA Members seeking clarification on the new Membership categories/ specialisms and the new PGA Learn platform and the wider industry enquiring about the BMG and CV by PGA. In addition, we still provided: • Recruitment support for Members and golf facilities. This involved assisting clubs in formulating roles and responsibilities/job descriptions, ad copy suggestions and writing SLA/Employment contracts. • Support for PGA Members seeking new opportunities. • Service Level Agreement re-negotiation support. The BRO team and myself are always on standby to offer help and support to PGA Members throughout the year. Please do not hesitate to get in touch.

Your BRO team

Sam Carr

Fiona Champness

Paul Wisniewski

Justyn Branton

Please ring your regional helpline and you will be put in touch with a PGA Business Relationship Officer East Region Midlands Region North Region South Region West Region Ireland Scotland International`

01279 652 070 01675 624 755 01204 496 137 01483 224 200 07799 111 857 00353 4293 21193 07799 111 862 +44 (0) 7771 751 324

NEWS ON THE MOVE

Top of the class – TGI Awards winners

The latest PGA Member appointments across the UK, Ireland and overseas. Moyvalley Hotel and Golf Resort in the Republic of Ireland has appointed Alan Kelly as Golf Operations Manager. Also in Ireland, Conor McKenna has been announced as the new head professional at Banbridge Golf Club and Gareth Graham takes up a similar role at Bangor Golf Club. Rockliffe Hall Hotel, Golf & Spa Resort in County Durham has appointed Callum Nicoll as its new Director of Golf & Estates. Toby Wood is the new head teaching professional at Cotswold Edge Golf Club and Christopher Billows leaves Abu Dhabi Golf Club to take up an assistant golf professional role at Wilmslow Golf Club. PGA Advanced Professional Josh Harvey has left Edgbaston Golf Club to take up a new position as Director of Golf at Broadlands Golf. Phil Akers has become a performance coach at Bromsgrove Golf Academy. Redditch Golf Club has hired Andrew Jones as its new head professional and Stephen Barker is a club pro at Newark Golf Club. Anna Darnell has been promoted to Resort Leisure Director at The Grove. One other move in the East sees Michael Moore join Hadley Wood Golf Club as a teaching professional. In Scotland, David Knapp is the new head professional at Tulliallan Golf Club and Gary Lister is now a club professional at Peterculter Golf

“The TGI awards is our way of recognising these qualities within our Trainees whom I am extremely proud of for doing so well in such challenging circumstances.” 2021 TGI PGA Assistants of the Year: The TGI Golf Partnership has once again shown its support for the next generation of PGA Professionals by honouring and rewarding the latest crop of PGA Trainees. The top Trainees from the three year groups of each PGA region received a cash bonus from the TGI Golf Partnership as well as the honour of being ‘PGA Trainee of the Year’. Eddie Reid, TGI Golf Managing Director, said: “Congratulations to all PGA Trainee of the Year award winners – it has been a pretty tough year to say the least so an extra special well done this year for maintaining focus and coming out top of the class. This is the 12th year that TGI Golf has sponsored the Trainee of the Year awards and it is incredibly important to us that we continue to support The PGA and help the PGA Professionals of the future as well as the Pros of today. “Those going through The PGA education department at the moment are the future of our sport and our industry, it’s vitally important we all continue to support and develop them in every way we can." Dr Paul Wiseman, PGA Executive Director – Education, commented: “We all know that achieving excellence in golf is not solely down to natural ability. It requires hard work, focus, determination and dedication. The same is true of The PGA Training Programme which demands a lot form the trainees as they balance work and home life with a demanding an academic programme.

North Region Sophie Speariett (Tommy Fleetwood Academy) Max Smith (Wheatley GC) Thomas Perry (Abbeydale GC) South Region Nicholas Lloyd (The Richmond GC) Warren Harmston (Sunningdale Heath GC) Todd Adcock (Tonbridge Golf Centre) East region Timothy Hodson (Warren GC) Gary Walsh (Mill Green GC) James Watts (Kingsway Golf Centre) West region Jamie Smith (Cardiff GC) Georgia Lewis (unattached) Chris Harrison (Broadstone GC) Midlands Region Simon Dainter (Drayton Park GC) David Atkins (Marriott Forest of Arden GC) Adelle Middleton (Coventry GC) Ireland Mary Doyle (Golf Ireland Academy) Thomas Gracey (Edenmore G&CC) Shane Irwin (Monkstown GC) Scotland Stella McClure (Piperdam Golf & Leisure Resort) Ian Redford (Gailes Golf & Leisure) Grant Robb (Cruden Bay Golf Club)

Lee launches junior golf foundation Former European Tour pro Craig Lee has set up his very own junior golf foundation with an aim to attracting more youngsters to the game. Lee, now teaching from his home studio in Stirling, held a European Tour card for six seasons in a row from 2012 and wants to give back to the game by safeguarding its future. His new foundation, named the Craig Lee Foundation, has been formed on the back of Lee’s shock at the lack of junior representation at grassroots level across Scotland. “When I have been going about Scotland

to golf clubs, most of the clubs said that they didn’t have junior members, anyone to coach them or even junior convenors,” explained Lee to bunkered.co.uk. “That shocked me. I had presumed that most clubs would have had juniors involved in some way. The foundation is going to be geared towards going to clubs, delivering lessons and helping run junior sections. I’ll be going to golf clubs and helping them bring in juniors and fill that void which seems to be missing across Scotland.”

May 2021

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NEWS WPGA Stroke Play schedule tees up a potential thriller The final event that could determine the outcome of this year’s WPGA Stroke Play Order of Merit will be staged at Wrotham Heath Golf Club in Kent. And given the denouement to the competition in the past two seasons, the course near historic motor racing circuit Brands Hatch could be the setting for a tense and thrilling final lap. Holly Morgan pipped Marie Martindale by half a point to win the Order of Merit at Salisbury and South Wilts in 2019 and Keely

Chiericato (above) overtook Anna Smith at Wrotham Heath to win the title for the second time last year. This year’s tournament at the Kent venue on September 13 will mark the end of the new look competition that, comprising seven events, boasts double the prize money on offer last year and features two-pro ams. It will not be the last competitive event of the season, however. That will be the Vivien Saunders WPGA Fourball at Trentham Golf Club, Staffordshire, on October 8.

Senior events heads east to West Essex West Essex Golf Club has proved a popular choice of alternative venue for the Senior PGA Professional Championship as the event is now over-subscribed. The tournament was originally scheduled to be staged in mid-May at Foxhills Country Club and Resort, Surrey, its home for the past seven years and venue for the 2022 PGA Cup. But COVID-caused restrictions resulted in the tournament having to be postponed and finding alternative dates to hold it at Foxhills proved impossible. However, West Essex agreed to fill the void at short notice and in doing so will host its second prestigious PGA tournament in a year when it stages the Senior PGA Professional Championship in July. In addition to the change of venue, the tournament’s format has also altered insomuch that it will be contested by 156 players on July 1 and 2 over two rounds with no cut. The prize fund remains at £41,000 and will be paid out to the top 50 and ties with the first 15 qualifying for the Staysure PGA Seniors Championship at Formby Golf Club at the end of July.

Pappin remembered The PGA is saddened to report that Wesley Pappin, who served the Southern Branch of The PGA in Ireland tirelessly as its secretary for four decades, has passed away at the age of 92. Although he was not a PGA Member, Wesley flew the Association’s standard and championed its cause from the moment he accepted the role as secretary in the mid 1970s. “He was a PGA Man through and through – he was everything but a Member,” said Gavin Kavanagh, a former PGA in Ireland board member. “He was committed to working for the Association.” Robert Maxfield, The PGA chief executive, added: “Members of the PGA in Ireland Southern Branch are indebted to Wesley for the work he performed on their behalf. “That he was still working for the Branch at such an advanced age and after so many years is testament to his dedication. He will be sorely missed.”

The PGA Professional

Ballyneety Driving Range unveils Ireland’s first Trackman Range Ballyneety Driving Range in Limerick has become the first facility in Ireland to install pioneering TrackMan Range technology The new Trackman technology has been installed in 15 bays, each of which is fitted with 27-inch touchscreens. The outdoor range has also been extended as part of the transformation over the winter and now offers 16 bays with lighting for the dark evenings. Ballyneety Driving Range’s PGA Professional, Donal McSweeney, commented: “It is extremely exciting for us to be able to offer one of the most advanced technology driving ranges in the world to people in our region. “Our vastly upgraded facilities enable us to offer an extraordinary range experience either on the Trackman Range or our outdoor range, no matter a guest’s level of golfing ability.”

#makinggolfhappen

ON THE MOVE Club after six years at Nairn Dunbar. Dumbarnie Golf Links has made a double move with Samantha Munro joining as an assistant professional, while Stewart Watters becomes the venue’s PGA Professional. Head PGA Professional Nick Ellis has enjoyed a long and happy relationship with Naunton Downs Golf Club having started there as an Assistant Professional when the club opened in July 1993. Now 28 years later he has been appointed general manager and will take over the day-to-day running of the Gloucestershire club. Also in the West, Andrew Evans returns to England after a 20-year spell at De Vlietlanden Golf Baan in the Netherlands. He joins Cardigan Golf Club as their head professional. Elsewhere, Michael Hunt has moved to Tickenham Golf Centre and Claire Hobbs joins Clevedon Golf Club. In the South, PGA Advanced Professional Symon O’Keeffe has joined the PGA Professional coaching team at The Berkshire and Nicholas Warwick is the new head professional at Littlestone Golf Club. After almost 12 years as a professional at North Berwick Golf Club, Oliver Huish is now a club professional at Queenswood Golf Club and Gary Foley has left Royal Troon to being a new role at Beaverbrook Golf Club. Overseas, William Bruce is the new director of golf at The Track Meydan Golf, Dubai, while James Jakes is now a club professional at Tuttendorf Golf Range, Austria.

NEWS

Public Liability Insurance for PGA Professionals Joe Kelly, The PGA’s Head of Membership Support, explains more about Public Liability Insurance for PGA Members and how it has now been extended to Pros who are coaching as a Limited Company. As PGA Members we enjoy the security of Public Liability Insurance, which is arranged by Sportscover Europe. Our group insurance enables us to conduct coaching sessions safe in the knowledge that should something occur that would expose us to litigation, for example a personal injury claim, we are covered. PGA Members are protected should they be held responsible for causing injury to someone else or damage to someone’s property. Cover includes the professional advice you provide whilst coaching, provided that the activity falls with the remit of your approved training or qualifications. Please take the time to review the policy, which can be found at www.pga.info and

ensure the cover is relevant to your specific coaching activity in your particular part of the world. As with all insurance policies, the devil will be in that detail. One detail PGA Members have brought to my attention is the condition that the Association’s insurance policy excludes cover for PGA Members who have incorporated their coaching business and trade as a Limited Company. The exclusion was deemed justifiable from our insurer’s perspective. However, I am pleased to announce thanks to the support of The PGA’s insurance brokers Howdens, Public Liability Insurance for those Members operating as a Limited Company now mirrors the cover provided to sole traders and partnerships: Your personal coaching/instructions/ demonstrations/in accordance with PGA guidelines Personal golf activities, including participating in formal events.

Sale of golf clubs, equipment fitting services, so long as these activities do not exceed 25% of your annual turnover. As with all insurance policies, there are conditions to cover – cover is specific to you as a coach when coaching on behalf of your Limited Company. PGA Members and their businesses will continue to need a separate insurance policy if: • Your business has paid employees. • Your business organises golf trips and tours. • Your business activities exceed teaching, instructing and coaching golf in accordance with PGA guidelines. • Your Retail activity (including the sale of golf clubs, equipment fitting services) exceeds 25% of your annual turnover. • Separate Insurance can be purchased by contacting Howden on 0121 698 8160 or email pga@howdengroup.com

Please refer to the dedicated PGA Insurance website for more information www.pgainsurance.co.uk

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May 2021

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NEWS

Tate stars in rare golf documentary A unique documentary showing Fame Tate’s mission to transform a rundown golf club into a friendly, accessible and inclusive community venue has been release. In a first for the golf industry, the fly-on-the-wall documentary, Changing the Business of Golf, follows the former Ladies European Tour professional as she breaks with tradition and aims to transform the course and customer experience at Stanedge Golf Club, Derbyshire. In the first episode, Tate recalls the life-changing decision to acquire the golf course and how she is turning the club into an open, friendly venue at the heart of her local community. “If you’d said to me one day you’ll own a golf club, I’d have probably sat there are laughed,” said Tate. “My vision from day one was to break away from the traditional golf club model. It’s about making a place that’s welcoming, affordable, accessible, inclusive.” The series documents day-to-day happenings, including course management work led by head greenkeeper Christian ‘CJ’ Johnson. It follows Tate and her team as she reopens Stanedge Golf Club after facing the potentially catastrophic challenge of the COVID-19 pandemic and enforced lockdown, forcing her and the team to call on their inner reserves of strength and resilience to keep the business afloat. Watch the first episode now at syngentagolf.com

‘Iron Golfer’ completes barefoot round in 45 minutes While many golfers enjoyed a leisurely fourhour stroll as golf returned in England at the end of March, PGA Professional Luke Willett managed to finish 18 holes in under 45 minutes in his bare feet. Willett teed off at Woking Golf Club barefooted at 6.30am and with just four clubs in his bag. He tapped in his final putt on the 18th just before 7.15am having taken 84 shots in total and he even managed to keep the same ball. Willett told Golf Monthly: “I woke up at 4.20am or something like that, hit the road, got to the golf course nice and early, teed off at 6.30, which was pretty much as soon as I took my shoes off, I was like ‘Ah man I can feel the cold, better get going.’The mad thing is I played with my original ball from the first shot to that final hole.” The barefooted 18 holes is the latest in a series of incredible challenges Willett has undertaken. Last summer, he climbed the three highest mountains in England - Scafell Pike, Helvellyn and Skiddaw – and played 54 holes of golf all within 24 hours. Before that, he played 54 holes of golf in less than three hours, and in 2019, Willett cycled more than 800 miles around the UK, carrying four golf clubs, to play all 14 Open Championship venues in just ten days.

The PGA Professional

Bennett continues fundraising exploits PGA Captain-elect Sarah Bennett has put her best foot forward to complete a halfmarathon and taken the total she has raised to fund research into a rare form of cancer to £32,000 Bennett, who is the head teaching pro at Three Rivers Golf and Country Club in Essex, completed the annual Colchester Half Marathon in two hours 35 minutes. In doing so she added another £2,300 to the amount she has already raised in her quest to help medics beat thymic carcinoma, a rare form of cancer that affects fewer than 10 people in the UK annually. Bennett began her fund-raising efforts after her close friend Wendy Lodder succumbed to the condition in 2018. The 52-year-old commented: “I hadn’t done anything remotely like this before but fortunately I paired up with a lady from Running Colchester which was fantastic. We helped pace each other chatting non-stop for the first 12 miles then she went a bit quiet! “I really enjoyed it,” she added. “When we finished we were greeted with helium balloons tied to the wing mirror of my car, which was a total surprise. “I’d certainly do it again. I’m a competitive person and I would like to run the distance in less than two hours and 30 minutes.”

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Broderick celebrates 25 years at Kinsale Ger Broderick has witnessed the evolution of Ireland’s Kinsale Golf Club during his 25-year spell as the club’s head professional. Having trained in the UK, Broderick was working in Royal Tara when the opportunity came to return home as Kinsale opened its 18 hole championship course in Farrangalway in 1996. Since then, the 49-year-old has seen golf go through a boom and a recession in the past 20 years, and the indications are that demand will be high again in 2021. “I’ve seen a lot of changes over the years, from committees running clubs to a management structure,” said Broderick. “My role has also changed. I’m much more involved with recruiting members and trying to retain members, promote green fees and help the club in any way I can. This is on top of teaching and running a shop - you can see why being a golf pro is not just all about hitting a little white ball.” Broderick has seen plenty of change in the club and the course in the last 25 years. He added: “When I started in 1996 the course was bare, but now the trees have grown and matured. “My first shop was a container and this expanded to two containers joined together after a few years, this was known as the pro-shack. In 1999 the club built a wonderful Pro-shop to which I am still in today. “I have seen many members come and go over my 25 years and seen good and bad times but the club and its members have always been very loyal and supported me in good and bad.”

NEWS

PGA National Golf Academy gets ‘world-class’ makeover

National Golf Academy ENGLAND

Daniel Warwick Head PGA Professional at The PGA National Golf Academy “Our new-look golf academy will offer world-class facilities for custom fitting, tuition and range experience. “We are the PGA National Golf Academy of England and we think our refurbished golf academy shows that we have one of the best facilities in Europe. Elite player, club golfer or families enjoying our new Toptracer range we have something for everyone.”

The PGA National Golf Academy, based at The Belfry Hotel and Resort, has undergone a major revamp making it one of the ‘best facilities in Europe’. The four-time Ryder Cup venue has announced details of a multi-year business partnership with Toptracer, as the two brands join forces to enhance the Warwickshire-based facility’s technology offering and global appeal. A key feature of the partnership is the installation of a unique blend of Toptracer Range products on-site at The Belfry – home to The PGA. Utilising the full covered range and monitor system in 34 bays, as well as elements of the new Toptracer Range Mobile solution outdoors, The Belfry will become the premier practice destination in the country Toptracer will assist in delivering numerous global activations, designed to offer unique ways for golfers around the world to experience the venue through a modernised platform that enhances ‘The Belfry experience’. More than just the integration of technology, The Belfry and Toptracer will also collaborate on a series of innovative new event experiences and activations over the tenure of the partnership. “This is a monumental partnership for us,” said Ben Sharpe, President of Toptracer. “The Belfry is an historic venue, and this is a landmark installation and agreement that is broader and more progressive than almost anything we’ve seen worldwide to date.” Toptracer Range technology transforms a golf range into a veritable sports entertainment destination. The industryleading ball tracing provides golfers with

accurate, live shot data that can be used for practice purposes or to compete in challenges and games with friends. Cameras mounted around the facility trace every shot to produce an array of data, including distance, speed, launch angle, shape, and more, that is then displayed on a 21-inch monitor in each hitting bay for the covered solution, or the users’ mobile phone for Toptracer Range Mobile-enabled sites. Chris Reeve, Golf Director at The Belfry, commented: “We’ve reviewed all technology options and identified Toptracer as the optimal game-changer for us. “It will allow guests with any level of golfing experience, from beginners and nongolfers to frequent players, to enjoy a wide range of games and activities with family and friends.” Other significant additions to the Academy include a fully-fledged licenced bar, a variety of fitting rooms with the latest technology from Taylor Made, Titleist and Calloway and an impressive VIP middle bay for up to six people, which hosts huge 65” TVs with Sky Sports. Reeve continued: “This is something we’ve always wanted to do and we’re delighted that it’s ready in time for the return of golf in England. “We’re really pleased with how quickly we’ve been able to turn this around having come up with the plans towards the end of last year. “The new fitting rooms and TaylorMade performance labs are hugely impressive, as is our brand new VIP bay and bar. We hope these new additions will attract more people and a new market, including families, to The Belfry.” Chris Eigelaar, Resort General Manager at The Belfry, added: “Toptracer will be a fantastic addition to the already top-class facilities here, and will aid us in continuing to deliver a world class golfing experience. We truly believe there is nowhere better than here to learn and play golf.”

May 2021

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Rob Humphrey - PGA Professional Tyrrells Wood Golf Club

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

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

F E AT U R E

STAYING ON

THE RIGHT

CAREER PATHWAY More PGA Professionals are turning to the new digital platform PGA Learn. And with the introduction of the new PGA Top Up degree providing further online academic qualification opportunities, can you afford not to be part of the continuing professional development revolution?

earning new skills has proven to be one of the big hits of lockdown. With more time on their hands, professionals in very sector have taken the opportunity to beef up their skills or learn new ones and thanks to the digital experience, it has never been easier. PGA Professionals are no exception with 100s turning to the new CPD platform, PGA Learn. Supplemented by sessions through PGA Live and the PGA podcasts, Members topping up their knowledge has never been more popular, and the trend looks set to continue, even as more and more of the country opens up after Covid-19.

May 2021

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F E AT U R E

The launch of the new platform was already in development prior to Covid-19 but now has never looked timelier. As golf reopens it is becoming clear that the role of the PGA Professional remains ever changing. Paul Wiseman, Executive Director Education said: “Continuing professional development has traditionally been seen as a good thing to do but never a necessity. That is changing and Covid-19 has really only accelerated that change. “PGA need to have not only the skills of their own professioncoaching, retailing- but a broader range of skills to help their golf employers. It is not new for professionals to be at the forefront of customer service, membership retention, recruitment, marketing, business planning and many others. “Those PGA Professionals who have chosen to specialise also recognise that in order to meet the expectations of both employers and golf consumers, they need

The PGA Professional

to demonstrate they truly are specialist in their fields with visible qualifications and self-development learning.” The take up of PGA Learn bears out that more Members are realising they can’t simply qualify and then expect to develop a meaningful career pathway, or even remain relevant in the role they hold now, without additional learning. Mark Skinner, Head of the Business and Management Department is working alongside Member Education Coordinator Gareth Shaw to ensure that the content added to the platform is relevant and varied. It is also important that a Member is able to drill down into the areas he/she is most interested in. The platform is very intuitive and over time will recognise the topics that Members are looking for and serve them up automatically. The numbers speak for themselves. Before the launch of the platform, less than 7% regularly engaged in the face-to-face CPD

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PGA LEARN

TOP FACTS In the last 4 months:• More than 14.3k contents items have been opened • 55k learning hours have been recorded onto CPD records • 1355 Members have added to their CPD record and 572 individual content items have been viewed • Most viewed courses have been Video Arts Customer Service Collection and their Wellbeing collection 17

F E AT U R E

TOP BENEFITS OF CPD • Ensures your capabilities keep pace with the current standards of others in the same field • Ensures that you maintain and enhance the knowledge and skills you need to deliver a professional service to your customers, employers, and the wider golf community • Ensures that you and your knowledge stay relevant and up to date. The pace of change is faster than it has ever been and if you stand still you will get left behind as the currency of your skills becomes out-dated • Helps you make a meaningful contribution to your employer or your team. You become ore effective in the workplace with a wider range of skills. This helps you toa advance in your career and move into new positions where you can lead, manage, influence, coach, and mentor others • Helps you stay interested and interesting. Experience is a great teacher, but it does mean people tend to do what they have always done. CPD opens you up to new possibilities • Helps advance the body of knowledge and technology within the profession • Can contributes to improving the quality of the professional offer within the golf sector 18

learning that the PGA put on. Already more than 20% of PGA Professionals are engaging with the digital platform and this is only growing. Mark said: “We recognise that Professionals are now back at work and very busy, so the numbers are not as high as they

open up CPD and for our overseas Members who have had little opportunity to engage with us in the past.” There are more than 50 topics which are covered on the platform and these are divided into Four Value Blocks (see image). PGA Professionals and those that have

Great way to improve your knowledge working at a pace and a time that suits the individual were in lockdown, but we are still seeing the level of engagement and individuals enrolling increasing. As the winter comes round then we would expect to see that accelerate again as Members have more time. “PGA Learn is undoubtedly allowing us to better engage with our members than ever before. Crucially it has also allowed us to

chosen to designate themselves PGA Manager and PGA Coach, will all find learning relevant to them and the platform will not stand still. Plan for 2021 include a mobile app version are true learning on the move; skill framework where Professionals can identify their areas of strength and weakness

May 2021

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HIGHER MOMENT OF ENJOYMENT. NEW

HIGH-DENSITY WEIGHTS TO OPTIMISE MOI DUAL-DUROMETER PEBAX FACE INSERT

2021 PUTTERS FEEL AND FORGIVENESS. Consistency and predictability in both feel and performance ensure these eye-catching 2021 putters improve results on the greens. They achieve new levels of forgiveness relying on multi-material construction and a soft, responsive new dual-durometer insert across 11 blades, mid-mallets and mallets.

The PGA Professional

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F E AT U R E

PGA LEARN USER REVIEWS I like this online platform for learning! Make for much easier access to learning and progressing my career

A clean and vibrant platform that is easy to navigate with clear instructions

I think this is a great new system. Modern and much more in tune with a modern PGA Professional

Fantastic job done by the PGA. Some great content available. Well done to all involved

GRAEME FISH PILOTCHRY GOLF CLUB

One of the advantages of PGA Learn is that you can study in your own time. There is very little that is scheduled. The CPD from the past worked well but it was stuck in the dark ages. PGA Learn is now completely up to date. The old CPD was a little long winded. Everything was scheduled into a diary and I always seemed to miss out on the most interesting courses. The new PGA Learn allows me to study from home or at work. Gone are the days of having a putting competition in the shop when it was quiet. Now I can login and continue my studies. At this moment in time I am concentrating on Club Fitting, Coaching, Psychology & Nutrition. I personally believe that the latter, Nutrition, is one of the most important factors of improving your body & game and it is so overlooked. 20

and tailor their development accordingly, a regular schedule of PGA Live webinars to enhance the self-learning and a welcome return to some face-to-face seminars later in the year. The ability for qualified PGA Professionals to continue their learning and development isn’t just confined to PGA Learn. The introduction of a PGA Top Up Degree is also a welcome addition to the PGA education portfolio which will only grow in demand over the coming years, opening up yet another differential between Members. The top-up with University of Birmingham is available to people who have the FdSc qualification and will give Members a BSc Hons degree. For any other Members (those who have the old Diploma, or the DipHE awarded by UHI) they can apply to top-up with UHI, gain a degree and through further study they can continue onto a Hons if so desired. With only 25 places available

each year it is expected that demand will increase for the next intake with applications opening in October for a January 2022 start date. One of the main attractions is the fact it is studied over two years and is part time allowing Members to continue their day-to-day roles. Paul Wiseman said: “ The Top Degree allows Members to further enhance their academic qualifications whilst continuing to work and opens up the opportunities for Members of all ages and experience to study. “We believe that it will become a route of choice for many Professionals who may have qualified in the last 10 years or so but are now looking for their next career move, possibly a move abroad or to simply future proof their CV. It will be a rare qualification initially and once again will allow Professionals to demonstrate they are serious about their prospects and their relevance within the industry.”

May 2021

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F E AT U R E

TOPPING UP TO STAND OUT

Mike Green PGA Professional Marton Meadows Golf Club Why have you chosen to do the PGA Top Up Degree? I was interested in doing the full Honours Degree to obtain an extra qualification above and beyond most PGA Professionals. As a newly qualified professional and with a new job, I wanted to do this to excel in my new role at an exciting modern golf centre called Marton Meadows Golf Club in Cheshire, with limitless opportunities! I have been involved in the golf industry for over 20 years, I wanted to get the edge over the rest. What is your overall approach to continuous professional development as a qualified PGA Professional As a newly qualified professional it seemed like the natural next step to continue my learning and selfdevelopment perfectly timed after being offered the honour of full PGA Membership. How do you believe the top degree will impact on your career pathway? At the exciting new place I’m now at who have forward thinking and modern facilities it will enhance my position in moving forward in the future.

The PGA Professional

Anton Samsonov PGA Advanced Professional www.SamsonovGolf.com Why have you chosen to do the PGA Top Up Degree? As soon as I graduated Foundation Degree in 2014 and got my PGA membership in February 2015 I knew that I would have to continue my studies especially as one of the first and only Russians who are went through the PGA qualification. I was glad that in 2020 we finally got a chance to continue our education towards Honours Degree. What is your overall approach to continuous professional development as a qualified PGA Professional I believe that education is a nonstop process and after my Foundation Degree in 2014 I did a PGA Director of Golf diploma for 3 years with John Mulgrew a famous PGA Master Professional and started my Club Manager education at CMAE which Phillip Jones, PGA Advanced Fellow Professional recommended. As a PGA Advanced Professional I do have to know latest trends in industry and thankfully we do have a chance with a Top Up Degree to continue our path

How do you believe the top degree will impact on your career pathway? I strongly believe that all of us should get to the Top up Degree to graduate fully if I can say that way and be the true leaders in our industry. Not to mention opportunities which Honours Degree open to all PGA members for working abroad where some of the terms for work much more interesting.

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Tom Maxwell PGA Professional Wensum Valley Hotel, Golf and Country Club Why have you chosen to do the PGA Top Up Degree? I am very interested in the business management side of golf. The top up degree allows me to do that and also demonstrate I have those skills at the end. It is a big commitment- I reckon about 10 hours a week but to have an Honours Degree at the end and still be able to stay in employment I think its well worth the effort What is your overall approach to continuous professional development as a qualified PGA Professional I have always been eager to learn either from other Professionals and people in the industry or though my own efforts. This coupled with PGA Learn is a fantastic base on which to build and keep building over the years. How do you believe the top degree will impact on your career pathway? I want to stand out from the rest. It is becoming very competitive, and the good jobs will always go to those professionals who can show they have put in the hours improving their kills and learning new ones. Wensum Valley is also very progressive, and it will allow me to put those learnings into practice.

F E AT U R E

MEET THE

PROS SUPPORTING CELEBRITY PRO-AM CHALLENGE

Steph Davies (Grooves Golf - Rudding Park Golf Club) COACHING HELEN SKELTON

Barry Middleton (Chigwell Golf Club) COACHING FLEUR EAST

There’s definitely some potential there with Helen. She hadn’t played any golf before but her dad and husband play so I think she understands a bit of the golf language and she’s been around it. She’s very determined and she wants to do it so that she can spend more time with her boys and her dad, so she’s keen to learn and she practices a lot. It’s a great way to get more females into the game because that’s something I’ve always been interested in. I wouldn’t say there’s been a specific teaching highlight just yet but it was great to see that Helen played golf with her dad recently because that’s the reason she wants to play. It’s not a scary sport to start. Alot of people think we are going to judge you as soon as you walk in the door. Actually, we’re just coaches the same as rugby coaches and football coaches, it’s just the same. This will be a great opportunity for the celebrities and other people to see that we’re not scary and golf isn’t an old man’s sport – anyone can get involved. I am very passionate about getting more females into golf. When I came back from university I was still the youngest player at my golf club by about 20-30 years and I just couldn’t believe it. I couldn’t believe that younger girls and ladies weren’t taking up the game. There’s still a big stigma about it being an old man’s sport, it’s not cool and it takes six hours, but it doesn’t. We have a short course that people can go around that takes an hour. This will be a great way for ladies and girls to get into the game and do away with some of the perceptions including you don’t have to wear old fashioned clothing! Anyone can play golf and it’s sociable too.

Fleur had never picked up a club before this project. She’s played a little bit of crazy golf but she’s never played in her life, she’s never had a lesson so we’ve literally started from scratch. We’ve built a little structure and a plan, it’s now just on her to make a that commitment every week to try and take advantage of those things and build herself up to the level where she feels ready. Fleur put out an Instagram post when we were last together. I looked at it afterwards and within something like an hour she had 5,000 ‘likes’ on the post, with people commenting on it, and the first comment was from one of the Pussy Cat Dolls! I started thinking this is a different world, I couldn’t believe what I was reading. It’s all about unlocking those markets for golf – that’s the aim. If these people can help make golf become a trendy thing and it’s cool to play golf then great. Since Fleur has taken up the game, golf is cool again! If there’s woman or girl following Fleur they might think about giving golf a try because she’s playing. It’s going to happen 100 per cent and that’s going to happen with all four women involved in this. I think there will be different fields where people are going to be attracted to golf and I think it’s going to work. I’ve seen a lot of the stuff the other pros have done and I think the value of the PGA Professional will be put across brilliantly in this project. You’ll see not only how we deliver a lesson and the structure involved in that, but you’ll also see the improvement of the pupil from a completely beginner level. You’ll see the fun element of golf – I hope the enjoyment factor comes across.

May 2021

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F E AT U R E

Four PGA Professionals are hoping their involvement in The Slingsby Golf Academy pro-am challenge can help inspire and encourage more women and girls into golf.

Singer-songwriter Fleur East, TV presenter Helen Skelton, Sky Sports Formula 1 presenter Natalie Pinkham and broadcaster Bela Shah are all learning to play golf and are competing for a spot to play in the BMW PGA Championship Celebrity Pro-Am. PGA Professionals Alice Hiluta, Barry Middleton, Steph Davies and James Irons have each been assigned a celebrity who they must coach and prepare for a nerve-wracking play-off to qualify for the Celebrity Pro-Am at Wentworth in October. The PGA Professional speaks to all four PGA pros involved to find out more about their role and what the project means to them.

Alice Hiluta (Royal Mid-Surrey Golf Club) COACHING BELLA SHAH

James Irons (Dukes Meadows Golf) COACHING NATALIE PINKHAM

Bella and I get on really well. We’ve had lots of conversations, and we have our lessons now so it’s very important for us to build a relationship to start with and then go from there. We have a lesson once a week which is an hour long. I like to work on different areas of her game but the main one is to get her hitting the golf ball. I’ve also got certain milestones that I would like us to hit. I’ve said to Bella it’s down to how much you want to do because for me, the challenge is six months, but the best thing would be for her to enjoy it and carry on playing after, then join a golf club and stay in the game for years to come. At the moment she’s great at putting and her short game is good, but we need to get her confidence up with her long game. Bella is going to have to work very hard to get there, it’s not going to be easy, but it’s good fun. I’ve spent three years doing my degree to be able to coach and I think you do need to have the fundamentals in place to be able to coach someone and that’s what The PGA has provided. It’s great to see that we are being highlighted as PGA Professionals because we are really important to their coaching. I think it’s a great project and it’s a great idea going forward. We have the four celebrities and their reach is huge, but the idea is to get more women and girls into golf. I think there are some stigmas that do need to change around golf. We’re working very hard to change them. There are so many things we are trying to do as a sport to get more females into golf, but the challenge will show it’s for anyone and everyone. If you look at the four celebrities they are four different people, so it will be great to watch their journey and see how they get on.

I will be using a lot of camera work to get Natalie into positions where she feels she’s standing correctly, we’ll then look back and make some adjustments - it will all be done that way. If we can both put the time in and there is commitment both sides, which it sounds like there is, then it’s doable to get Natalie ready for September. I’ve known a few people who have got to a good level inside six months, other people haven’t had the same time or commitment and haven’t got to any level after six months. Golf is honest; you’ll get out what you put in. I would like to think the earliest target for anybody is break 100. Wentworth is not an easy course, so can we play an 18-hole golf course before Wentworth? That’s the goal. Can we get round in less than 100? Then, can we get round without losing a ball? It’s that sort of stuff, different goals. This project is rare because it has an end goal for Natalie and for me too. It’s nice when you teach a new client and they have something to work towards, that’s how you get the commitment their side. As PGA pros we are hopefully going to give these four celebrities a golf game. We’re going to give them an understanding of what they need to do to make the ball do a certain thing. Hopefully we’re going to give them the understanding of why the ball might do a certain thing, so if Natalie goes and plays golf on her own and it goes AWOL, she’s got a little bit of her own knowledge to fix it herself. The project will be good for boosting ladies’ golf. The Ladies European Tour is getting bigger with all of the girl pros coming through, especially the English girls. It’s about trying to grow the whole game.

The PGA Professional

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I N T E R NAT I O NA L

MAN ON A MISSION

Dutchman Dirk Delfortrie, the new Director of Golf at PGA Catalunya Golf & Wellness and a PGA Member since 1993, has enjoyed a successful career which has taken him around the world. He tells us more about life in Spain and his vision for his new role. about turning up and playing 18 holes; it’s about the entire experience and how it can improve physical and emotional wellbeing.

Tell us more about your role at PGA Catalunya… I lead a team of 70 which manages and maintains our two world-class golf courses – the Stadium and the Tour – and our extensive coaching and performance facilities at The Golf Hub. We have a clear vision of what we want to achieve, so I’m responsible for creating the roadmap to deliver this, while I have an outstanding team to look after the day-to-day operations. Our golf amenities are part of a wider

resort that includes the five-star Hotel Camiral, a new €5m Wellness Centre and an award-winning real estate development. PGA Catalunya is ranked Spain’s number one golf resort, so the chance to lead the golf operation here was a once-in-a-lifetime opportunity. I’m a real believer in grasping those moments with both hands when they come along. The resort is a golfer’s dream. And what I love most about it is the fact we’re trying to do things differently. Here, golf isn’t just

How have you settled in? Well I’ve moved to one of the most beautiful places in the world, so it has been easy! My family and I love southern Europe and the weather, the food, the people, so we very quickly felt at home. The resort itself is a joy to live and work at. PGA Catalunya is wonderfully located: a stone’s throw from Barcelona, a short drive to the great beaches of the Costa Brava and close to the mountains in the other direction. And Girona is a fascinating town just 15 minutes away. We have everything here. You’ve had a varied career that has taken you around the world. Tell us about your background… After completing my PGA training, I started out in 1993 at Pinheiros Altos CC, located in Quinta do Lago, where I helped develop the first certified British PGA training facility in Portugal.

May 2021

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I N T E R NAT I O NA L

PGA Catalunya offers relaxed lifestyle focused golf breaks

In 1995 I joined the newly opened Golf Academy at Gleneagles in Scotland, which I still count as one of the best golf resorts in the world. From there, I moved to California and stayed for eight years, first working at the Butch Harmon School of Golf, then at Callaway Golf, where I helped develop and launch their innovative golf fitting system. After a spell with Strokes Golf based in San Francisco, I came back to Europe in 2008, this time to the outskirts of Amsterdam at Houtrak Golf Club. Five years later I returned to Portugal for the chance to work in real estate – another of my passions – and that’s where I was until I moved to Spain last year. Golf has given me a very varied and rewarding career. What advice would you give to PGA professionals considering working abroad? Do it! If the opportunity presents itself, take it. Life is an adventure and, in my opinion, you must experience new things and broaden your perspective of the world. Working in a different country benefits both parties – the professional and the golf

The PGA Professional

facility. Experiencing employment and life abroad is very enriching and teaches you things about our beautiful game and about yourself.

junior golf. I’m lucky to have an outstanding team who embrace the same passion for introducing young people to the game via our Sergio Garcia Junior Golf Academy.

What’s your vision for golf at the resort? Our goal is to be one of the leading destinations in the world for golf and wellness, which is one of the reasons I was so excited to join the team here. It was strange starting a new job last September in the middle of a pandemic, but one thing we’ve realised over the last 12 months is that people’s priorities have shifted and that relaxing outdoors and spending time in nature has become more important than ever before. That’s why so many families have come to live in the properties and made their homes here. It’s a resort – but it is also a real community. So we’re investing in and focusing on creating world-class golf experiences for everyone. We want to create unforgettable golf experiences for all; to offer a range of ways to enjoy golf to a diverse audience. Golf isn’t all about performance and continuous improvement. Sometimes we need to remember why we fell in love with the game and what a great opportunity it gives us to feel good, relax and spend time with our families. So, we want to create a destination that offers the best experiences for all, including PGA Professionals bringing groups of elite players for coaching, or more relaxed lifestyle-focused golf breaks. We also place a lot of importance on

What makes PGA Catalunya so special? There are many things! It’s in an incredible location, surrounded by the pine forests, lakes and mountains of the countryside outside Barcelona. There truly is something for everyone here. If you want a challenge, you can’t beat the Stadium Course, the host of numerous European Tour events. The Tour course offers a gentler, friendlier round but no less enjoyable. And of course, The Golf Hub is one of the finest practice facilities in Europe. Aside from the facilities, the ethos here is unlike anywhere I’ve ever worked. Everything is centred around improving the physical and emotional wellbeing of our guests and residents, and we care deeply about caring for and connecting with nature. We have a full-time biologist who ensures we have a thriving ecology, and we have many measures in place for sustainability.

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How are the courses looking right now? They’re incredible! During the pandemic we’ve invested heavily with money, time and effort. We’ve installed 9km of new buggy paths, rerouted the 10th hole of the Stadium Course to introduce a dogleg and developed an aggressive manicuring system which has taken the Stadium to another level. The greens are immaculate - they’ve been running at 12 on the stimpmeter since February and it’s our intention to keep them at that speed all year.

F E AT U R E

PROSTATE CANCER UK’S

THE BIG GOLF RACE EXPLAINED T

he Big Golf Race is a Prostate Cancer UK fundraising challenge. They say it is a marathon not a sprint. And that’s certainly the case here with a Marathon (four rounds in one day) or a Half-Marathon (two rounds of golf in one day) to choose from. Now golf is in full flow, this is the ideal time for PGA Members, colleagues, and club members to join with hundreds of others around the UK, out on the course, raising funds to help beat prostate cancer. It’s why we’re calling on you to join our team and help Prostate Cancer UK keep men in the game for longer.

JOIN US PROSTATECANCERUK.ORG/TEAMPGA

JOIN TEAM PGA The PGA is inviting PGA staff, members and their golf club memberships to take on The Big Golf Race this summer and get sponsored to raise money to help beat the most common cancer in men. When you sign up to the Big Golf Race you will receive fantastic support, including fundraising packs, health info, branded merchandise and be associated with the leading men’s health charity in the UK.

May 2021

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F E AT U R E

HOW TO JOIN TEAM PGA Joining Team PGA is simple and will allow you to keep track with the total raised from others taking part. Just follow these steps. • Sign up here - prostatecanceruk.org/TeamPGA to get your fundraising pack • Set up your own JustGiving page or use your existing account • Join Team PGA here: www.justgiving.com/team/pga • Choose your date • Share your challenge with your club and network

Every member of the team pledges to raise £100 to help fund lifesaving research to beat the most common cancer in men. Join the team, get others involved and have some much-deserved fun this summer.

Prostate cancer exists in every golf club and society, so us golfers are more at risk so it’s why it’s really important to support this cause. It’s been a tough time for everyone so it’s really important, to get out, enjoy the fresh air and have fun with your mates. The Big Golf Race is all about having fun in the name of a great cause. Danny Willett, Prostate Cancer UK ambassador

HOW TO PROMOTE THE BIG GOLF RACE Prostate Cancer UK will send you a Big Golf Race fundraising pack to share at your club, in your newsletter and on social media. The pack includes “Man of Men” badges, health information and posters for your club. We’d love to hear from you, please email golf@ prostatecanceruk.org or visit prostatecanceruk.org/TeamPGA

GET IN TOUCH Visit prostatecanceruk.org/TeamPGA Share on social media @ProstateUK @ProstateCancerUK @ProstateCancerUK

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PUTTER GRIP FITTING SYSTEM

The putter is used more than any club in the bag, so helping golfers ﬁnd a grip that works for their individual games is paramount to success on the course, which is why we developed a ﬁrst of its kind solution in the new Putter Grip Fitting System.

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BY NUMBERS MEET PING’S 11 FINELY-TUNED NEW FLATSTICKS

RETAIL

PUTTING

SPIN MACHINES

Your guide to the best new wedges + how to sell them

PRIZE GUY!

Meet the 59club’s Retailer of the Year

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SKY’S THE LIMIT

SkyCaddie & SkyTrak in the spotlight

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DRIVEN BY THE DATA

The story of XPOS’s rise to golf retail fame

TRADE Puma Fusion Evo PUMA says its taking comfort to a new level with its Fusion EVO spikeless shoe. A Fusion Foam midsole provides extra cushioning, while a mesh bootie and nylon webbing straps wrap around the foot for a locked-in feel. A semi-translucent rubber outsole features hexagonal lugs to deliver traction and stability. It is offered in four colours in sizes 7-12, with a choice of standard and extra wide widths. RRP £70

PING putters Ping’s new range of 11 putters focuses on maximizing forgiveness through the use of multi-material designs. The three Anser versions – Anser, Anser 2, Anser 4 – combine a stainless-steel head with tungsten heel and toe weights to raise MOI to its highest ever level in a Ping putter. The Kushin 4, DS 72 and Tyne 4 models introduce a steel weight in the heel and tungsten in the toe to increase stability, while the mallet-style Fetch and Oslo H join a stainless steel body with an aluminium sole plate to position mass around the entire perimeter to create a highly forgiving designs. In the new CA 70, a dense stainless steel sole weight lowers the CG of the aluminium body for more forgiving results. The Harwood delivers the highest MOI in range due to its aluminium body and 93g of tungsten weight distributed to all four corners of the head. A face insert features a softer front layer for delicate short putts, while the firmer back layer for holing longer range putts and improving overall consistency. The heads boast a black PVD finish, while a black chrome shaft that can be custom built for length as a custom upgrade. RRP: £250/£375 (Harwood)

LAUNCHPAD YOUR GUIDE TO THE LATEST LAUNCHES Bushnell V5 Tour Slim rangefinder Bushnell’s new V5 Tour Slim Edition rangefinder, which is also offered in a slope-adjusted Shift model, is, as the name suggests, a slimmed down version of the V5 Tour. The unit has been redesigned so it fits more snugly into the palm of the hand to make it easier to hold steady. Boasting Jolt technology to let you know when the laser is locked on to the target, the V5 Slim features a built-in magnet with a 7lb pull strength which enables it to be secured to any magnetic surface, such as the strut of a golf buggy. RRP £299/£359 (Shift)

Under Armour footwear Under Armour’s footwear range for the new season is headlined by an updated HOVR Drive shoe and the new Charged Draw range. The new version of the HOVR Drive (£140) features lower profile spikes, while a waterproof microfibre upper is both lightweight and breathable, adding to the overall comfort. Other new models include the HOVR Knit (£115), which features a full knit textile upper that provides a sock-like fit; and the HOVR Forge RC SL (£105), which lends a stylistic nod to the brand’s original Charge RC running shoe. The Show SL (£130) is now offered in a new grey colour, while the HOVR Fade SL (£90) is now available in grey and black. The spiked Charged Draw RST (£90) and spikeless Charged Draw Sport SL (£85) offer impact absorption and high energy return from its proprietary cushioning compound.

May 2021

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TRADE Motocaddy M-Tech Headlining a major update of Motocaddy’s M Series range, the top-of-the-range M-TECH is the world’s first cellular-enabled power trolley. Also available with the new M5, this new technology offers access to more advanced course mapping, real-time updates and performance tracking data directly from the trolley’s display screen. The new cellular features will be available through an annual subscription that unlocks a host of extra features, including full hole mapping, greenside hazards, scoring stat and a round summary that uploads onto the Motocaddy app. Other features include a 3.5-inch LCD touchscreen; leather grips; downhill control; electronic brake; 36-hole lithium battery; USB charging port; 60-metre Adjustable Distance Control; shot measurement; score tracking; and nine speed settings. A new compact folding system, including inverted wheels, enables it to fit into the smallest car boots, while the EASILOCK bag-to-trolley connection system removes the need for a lower bag strap.

Garmin Approach S42 Garmin’s Approach 42 watch gives precise distances to the front, middle and back of the green, as well as hazards, doglegs and layups, on over 42,000 preloaded courses. A Green View feature enables the true shape of the green to be seen, while golfers can move the pin for better yardage accuracy. An AutoShot round analyser tracks shot distances. Boasting a 1.2-inch colour touchscreen display and a design that makes it wearable as a standard wristwatch, the S42 boasts the standard activity-tracking features – steps, sleep, calories, vibration alerts and a move bar – and is offered in a choice of gunmetal, polished chrome or rose gold finishes. RPP £269.99

RRP: £1,299.99

MacGregor V Foil Speed MacGregor’s new V FOIL SPEED range, which is designed for midto-slow swing speeds, currently comprises a driver, fairway woods, hybrids, driving iron and two wedges. The driver (£144.99) is offered in 10.5° and 12° lofts and features a 460cc matte black titanium head and an ultra-thin face which delivers a combination of distance, control and forgiveness. The 15° and 18° stainless steel fairway woods (£89.99) boast a confidence-inspiring profile with a high MOI design, while the hybrid (£89.99) is offered in 18°, 21° and 24° options and features a shallow face and a versatile sole for hitting off a variety of lies. The Driving Iron (£65.99) is available in 18° and 21°lofts and features a hollow body design and expanded perimeter weighting. The standard wedge (£49.99) is offered in 52°, 56° and 60° lofts and is designed to deliver a soft feel from the face and enhanced shot feedback, while the Wide Sole Sand Wedge (£54.99) comes with 66° of loft, and is designed to get the ball in the air quickly, while maintaining control and generating more spin.

TaylorMade P790 Black irons TaylorMade has launched an all-black version of its P790 iron that looks sure to turn heads on the first tee. Boasting a high-gloss black PVD finish, with a matching black steel shaft, the irons boast the same forged hollow body construction as the regular P790 irons, which consists of a thin, wraparound forged face and a soft carbon steel body designed to deliver explosive distance and forgiveness. The clubheads are injected with SpeedFoam to push ball speed while simultaneously improving feel. The irons also have low profile tungsten weighting to create a lower centre of gravity and a higher launch when striking the ball. A Thru Slot Speed Pocket maximises ball speeds and provide forgiveness on shots hit low on the face, while progressive Inverted Cone Technology, which is strategically located in each club, improves accuracy and protects off-centre ball speed. Available in 3-AW, they are fitted as with a black True Temper Dynamic Gold 105 VSS steel shaft, while there are custom options available for graphite shafts. RRP: £1,399 for a 7-club set.

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TRADE NEWS

Bettinardi: A History of Precision

Starting in 1991, Robert Bettinardi challenged the golf industry by successfully milling a one-piece putter head from a single block of metal. Using his state-of-the-art machining techniques, he was soon contracted by major golf OEMs to design and engineer putters for many of the industry leaders. Two years later, a one-piece milled putter crafted by Bettinardi won the 1993 Masters, and shortly after, many other players began to switch to one-piece milled putters, totalling over 100 PGA Tour players by the late 1990’s. In 1998, Bettinardi decided to go his separate way and begin milling putters for himself under his own name. A brand-new honeycomb face milling took the PGA Tour by storm in 1999, winning the Greater Greensboro Open by Jesper Parnevik with a tournament record 99 putts. Twenty-plus years later, Bettinardi Golf is the gold standard for premium-made putters and other luxury golf products. Sam Bettinardi joined his father in 2013, making Bettinardi one of the only family-run companies in golf. Sam expanded the product lines, including the addition of wedges, and made his mark on engineering and design with the 2020 Inovai

series and all-new 2021 Studio Stock series with Bettinardi’s new Roll Control face milling. Bettinardi putters have become some of the most requested putters on Tour, amassing over 85 worldwide Tour victories and counting, including four Majors,. Bettinardi offer four distinctive face millings that are intricately milled directly on the putter head, providing options for every player, and maintaining the integrity of the one-piece technology. Robert Bettinardi was the first to use‘Computer Numerical Control to craft a one-piece milled putter from a single block of steel. Many in the golf industry did not believe this could be done, but Robert believed that, from his background in the aerospace and military industry, the needs of the world’s best golfers demanded the precision and quality control of the highestlevel standards. Other companies continue to outsource their production, giving them little control over quality assurance and attention to detail. The entire 2021 product line-up has been inspired by some of the world’s best players, including an allnew face milling in the Roll Control Face, developed and engineered by Bettinardi after a two-year process of working with Bettinardi staff player Matt Fitzpatrick, which features in the Studio Stock series. The expansion of the Queen-B series has already won awards across the range for 2021 and has been a beloved line since its launch, while the introduction of the new Inovai 7.0, which is Bettinardi’s highest MOI model to date, has also been well received across the industry.

Titleist reloads ‘Loyalty Rewarded’ promotion Titleist is rolling out its popular Loyalty Rewarded promotion again in 2021 to help boost retail sales following golf’s return. Now in its 10th year, it will allow golfers looking to purchase a season’s supply of the brand’s Pro V1, Pro V1x or AVX balls to receive one free dozen for every three-dozen bought. Customers can also receive free personalisation on each dozen they purchase, including both standard (1-4, 5-8) and special play numbers (including 00 and 1-99). Designed to provide incremental sales opportunities for retailers, Titleist is providing new in-store POS and digital marketing materials for the promotion, while encouraging retailers to advertise the offer on their social media channels and via database communications. The Loyalty Rewarded promotion ends on May 14. This year’s offering has been bolstered by the introduction of the new Pro V1 and Pro V1x balls in January. Increasing performance through every single layer of the ball, the latest models are designed for longer distance, even more greenside spin and control, and softer feel, in addition to the unmatched ball-to-ball consistency and quality that golfers expect from Titleist. Jan Diprose, Titleist’s Golf Ball Manager, said: “Loyalty Rewarded not only represents terrific value for money, but it also encourages the dedicated golfer to prepare as well as they can for the season ahead. We know that consistently using the same golf balls will enable golfers to play their best. It also provides retailers with the opportunity for incremental or repeat business and further develop their customer relationships.”

May 2021

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TRADE NEWS

Toptracer Range installed

Worldwide Golf Brands bags Big Max and Zoom distribution deal Worldwide Golf Brands has secured the long-term rights to distribute European’s leading push trolley and golf bag brand Big Max, as well as laser rangefinder and glove brand Zoom, in the UK & Ireland. WWGB, which also distributes Oscar Jacobson, Stuburt and MacGregor, is investing over £1m in the expanded business, including a new IT system and extra warehousing near Manchester. Austrian company Golftech, which owns the BIG MAX and Zoom brands, has bought a third share in WGB as part of the deal. Big Max currently boasts a 42% market share on push trolley sales in Germany, Austria and Switzerland and 32% of the golf bag sector in the same region. For sales enquiries on all WWB products, call 0161 886 4010.

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

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

Exclusive introductory commission programme for PGA Professionals

Partner

The Belfry Hotel & Resort has installed Toptracer Range at its newly refurbished PGA Golf Academy, which re-opened on April 12. Toptracer Range is priced from £5.50 for 30 balls and provides players with accurate, live shot data that can be used for practice purposes or to compete in challenges and games for fun. Games include everything from Go Fish! and Points Game, which are suitable for children and families, to Approach Shot Challenge, where golfers can hit their best approach shot on nine different virtual holes, making it suitable for practice and competitions. Cameras have been installed around the range to trace every shot to produce an array of data, including distance, speed, launch angle, shot shape and more, that is then displayed on a 21-inch monitor in each of the 34 bays. Guests can use the Toptracer Range community app on their phones to set up their own personal profile to view their scores and see how they rank against other players on leaderboards. The app also stores their entire history of shot data from any Toptracer Range. “Toptracer Range transforms The Belfry into a sports entertainment destination, enhancing our golf technology offering and adding to our already top-class facilities,” said Chris Eigelaar, Resort General Manager at The Belfry. The newly refurbished PGA Golf Academy at The Belfry offers a brand-new bar area and VIP Toptracer suite and four individual custom fitting suites, as well as a 34-bay floodlit driving range; putting green and short game area; junior golf tuition; individual and group golf lessons; packages and course tuition; video analysis, practice facilities; and launch monitor technology. Ben Sharpe, President of Toptracer, added: “This is a monumental partnership for us. The Belfry is an historic venue, and this is a landmark installation that is broader and more progressive than almost anything we’ve seen worldwide to date. We can’t wait for golfers to enjoy our full technology offering at what is undoubtedly a world leading facility. We are delighted to have the opportunity to work with The Belfry to deliver on some global projects they have planned and play a role in enhancing their offering to customers.”

UK and Overseas Enquiries: Tel +44 (0)1730 829608 Email: sales@huxleygolf.co.uk www.huxleygolf.com

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May 2021 23/05/2019 12:54

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TRADE NEWS

DON’T JUST TAKE OUR WORD FOR IT, ASK OUR TGI GOLF PARTNERS...

using the ZX5 model to power his way to victory with some superlative golf from tee to green over the course of the four rounds. He also used a set of Srixon Z Forted irons, three Cleveland RTX4 wedges and Srixon’s Z-Star XV ball. With the cancellation of The Open in 2020, Srixon now has two of the four current Major champions in staff players Matsuyama and Ireland’s Shane Lowry.

Duca del Cosma partners with Foremost

Specialist shaft brand KBS has introduced the 1 One Step Tour putter shaft to help golfers hole more putts. Designed by Kim Braly, director of R&D, the new shaft provides golfers with more flexibility in creating a pure amplified feel and reduced vibration at impact for more accurate and consistent putts. Weighing 6g more than conventional putter shafts, at 130g, the 1 One Step is a single bend, straight tip model with a 0.370 diameter. “We wanted to create a shaft with varying putter head weights per stroke that puts more confidence in the hands of those who currently aren’t that confident on the greens,” said Braly. “On the green it’s all about feel and the 1 One Step creates that pure feel, enabling a smooth stable stroke each and every time. The research we did saw many more putts holed, so I’m excited to see how golfers react to it.” The 1 One Step shaft is available from next month, with trade prices set at £30 for chrome and £33 for the black and matte black option.

Italian golf shoe brand Duca del Cosma has

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become an approved supplier to Foremost Golf, the UK’s largest retail and marketing services group. Under the terms of the agreement Duca del Cosma will provide Foremost suppliers with POS and digital marketing material design to help sell-through of its new range. Tony Eccleston, sales director for the brand in the UK & Ireland, said: “We’re very excited to be forming a partnership with Foremost and its membership. This is a huge opportunity to put our latest range in front of leading independent retailers and we see it as confirmation of Duca del Cosma being taken seriously in what is a fiercely competitive market.” The partnership coincides with the arrival of the brand’s Spring/Summer Collection which features 22 premium shoe styles for men and women, with prices ranging from £129.95 to £199.95.

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“

TGI Golf is one big family that provides me and my business with opportunities and support including events such as the Business Conference, Enewsletter, 0% Finance and my own retail consultant is always on hand. Ian Mowbray Liphook Golf Club

“

Joining TGI Golf was the best thing I have ever done for my business. The team at HQ is a fantastic resource and have a wealth of knowledge that can be tapped into. I see them as an integral part of my team. Darren Arber Halifax West End Golf Club

“

Having been with the group from the early ‘80s I have benefitted in so many ways from being a TGI Golf Partner. A family of likeminded Professionals who wrap their arms around my business and encourage my team to develop our business year on year.

“

KBS launches Step Tour putter shaft

“

Hideki Matsuyama’s ground-breaking Masters victory is being celebrated in many sections of the golf industry, not least by Srixon, which is one of the 29-year-old’s major sponsors and supplier of 11 of his 14 clubs, as well as his golf ball, hat, bag, apparel, glove and umbrella. As well as marking the first major victory for a male Japanese golfer, the win also marked the first major championship success for Srixon’s new ZX driver, with Matsuyama

“

Srixon celebrates Matsuyama’s success

Kevan Whitson Royal County Down Golf Club

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P R O D U CT FO C U S : W E D G E S

LOFTY AMBITIONS With many golfers’ bags lacking a full set of lofted clubs, it will pay to offer a wide range of wedges and a quality custom fitting service if you want to enjoy a share of this growing market. Here is an overview of the latest models and some expert advice to help you sell more of them

PING GLIDE 3.0

TITLEIST VOKEY SM8

Ping took a ‘grip-to-grind’ approach when working on the third generation of its Glide wedge, re-designing every component to create a higher-spinning, more forgiving, lighter overall design that offers multiple sole grind options to custom-fit golfers of all skill levels. They put a premium on the feel and forgiveness by combining a stainless steel head with a larger and softer elastomer custom tuning port insert. This expands perimeter weighting to increase the MOI and position the centre of gravity higher to produce lower-launching, higherspinning trajectories. Wheel-cut grooves create improved spin control, while four different sole grinds – standard, wide, Eye2 and thin – ensure there are models to best match a player’s angle of attack and typical turf conditions, while providing performance and versatility on full and partial shots around the green. RRP £130

There isn’t much room for manoeuvre when it comes to moving the centre of gravity in a wedge, but Titleist pushed the boundaries with the SM8, which positions its CG somewhere just in front of the clubface. This was achieved by lengthening the hosel and adding tungsten to the toe. This not only moves the CG up and down based on the club’s loft, but also shifts forward in the higher lofts which helps golfers square the face more efficiently and increases the moment of inertia by 7%, making the clubs more stable at impact. To produce maximum spin, the grooves in the 46°-54° lofts are deeper and narrower because golfers will typically hit these clubs with a full swing from the fairway, while the grooves in the 56°-62° models are shallower and wider for better grip of half-shots. Fitters have a choice of six sole grinds – F, S, M, K, L and D – while there are five finishes – chrome, brushed steel, black, blue and raw. RRP £160/£179

Who is it for? Ideal for midhandicappers looking to make the leap to the single-digit category.

TAYLORMADE MG2

Who is it for? Skilled players looking for pro-level spin The 2nd gen Milled Grind wedges feature a raw face that produces even more spin and feel. Sharper, deeper and narrower grooves, combined with a rougher surface between the grooves, enable golfers to generate more greenside spin. The raw finish also reduces the potential for the ball to skid up the face, leading to a more consistent ball flight. Offered in lofts from 48° to 60°, they come with two grinds, low and standard grind, in satin chrome and matt black finishes. RRP £149

Who is it for? Better players that demand versatile, tour-level performance from 150 yards and in

CLEVELAND RTX ZIPCORE

Who is it for? Mid-handicappers looking to make the jump to the single-figure category The RTX ZipCore features a lowdensity material inside the lower hosel, neck and sole area that is four times lighter than the steel it replaces. This allows weight to be saved so that the centre of gravity can be repositioned more in line with the sweet spot – 50% closer compared to earlier RTX wedges.This also ensures the head rotates less on high and low misses. UltiZip grooves are not only sharper and deeper, but there are two more of them to generate spin across a wider area of the face. The range is offered in a mid-bounce for all lofts (46°-60°); a low bounce option for lofts between 56° and 62°, and full

May 2021

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P R O D U CT FO C U S : W E D G E S also help with spin. A low-bounce version added to the wide-sole option provides heel relief for the higher-lofted wedges. The head shape progresses from a more traditional shape in the high lofts to a compact design in the lower lofts for a seamless transition into the short irons. RRP £129

bounce for models between 54° and 60°. They are offered in satin, black satin and raw finishes. RRP £139

CLEVELAND CBX FULL FACE

Who is it for? Players that need extra help getting out of trouble from bunkers and around the greens Offered only in higher loft options – 56°, 58°, 60° and 64° – the CBX Full-Face features Tour Zip grooves across the entire face of the clubhead to make difficult greenside shots easier for the mid-to-high handicapper. A half-cavity design, with a cavity near the heel and solid muscle back on the toe, pushes the centre of gravity away from the heel and closer in line with strike patterns for improved consistency and feel, while a C-shaped sole grind, featuring extra relief on the heel and toe, enables open face shots to be executed more cleanly, as well as providing unhindered face manipulation and added versatility. RRP £139

MIZUNO ES21

Who is it for? Mid-to-high handicappers looking for spin consistency and clubhead stability The ES21 wedge features a sweet spot that is located higher and more central on the face than traditional wedges, which, when combined with a stable design, delivers a squarer strike and greater levels of more controllable spin. A multi-piece stainless steel construction features a hollow body for a higher and deeper centre of gravity, while the high toe and low heel make the head extremely stable when the face is opened up.

CALLAWAY MACK DADDY 5 JAWS

Who is it for? Mid-to-low handicappers looking for more spin, better feel and tour-level control The MD5’s key aim it to provide more spin on partial shots closer to the green and this is achieved through making the groove edges come into more direct contact with the ball at impact. So rather than traditional vertical groove walls, the grooves on the higher lofts feature walls that angle away from the base, not only exposing the edges for better grab, but also allowing a more aggressive edge. Milled ridges between the grooves

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Spin is enhanced by Quad-Cut grooves milled into the forged face, while vertical micro grooves release moisture and maintain spin in damp conditions. They are offered in a choice of standard or wide soles in 54°, 56°, 58° and 60° lofts. RRP £155

WILSON TOUR GRIND

Who is it for? Decent iron players looking for versatility across a wide range of greenside shots. The Tour Grind wedge caters for those wanting to open the clubface to shape different types of greenside shots from a variety of lies. The sole offers a clean design and a precision milled clubface, allowing golfers to increase shotmaking capabilities. Available in 56°, 58° and 60° options, and made from forged carbon steel, it provides a soft touch for an increased feel at impact, while score lines in the milled face create a higher density pattern for maximum spin. RRP: £109

RETAIL TIPS Simon Keeling, TGI Golf’s Retail Consultant in the South of England, offers his tips to sell more wedges • Wedges are often an overlooked category: Don’t forget to include it across your marketing channels and stress the importance that wedges should be fitted • Host short game demo events: Customers can experience the benefit in having fresh grooves to create that all important spin most golfers seek • Make wedges easy to shop: Have clear POS that includes trade in and 0% interest-free options, also ensure demo wedges are clean and within easy reach • Up sell: Target every fitting session you have booked in to check the customer’s wedge set make up and bounce compatibility • Keep a database: Golfers should be changing wedges far more frequently, so set a reminder to follow up with your customers after a wedge purchase. • Ask good questions and listen: Match the benefits to the needs of the customer and make sure you and your staff know the features of each wedge model you stock.

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P G A M E M B E R S R E TA I L FO C U S

STIRLING EFFORT

Kenny Monaghan, Head PGA Professional at Stirling Golf Club in Scotland, provides the lowdown on his retail operation, which recently won him the 59club’s Golf Retail Manager of the Year award How big is your retail space and how many staff work in it?

Our retail space is actually not that big, around 40 square metres, which means that pre-booking has to be smart, as well as our top-up ordering, as we don’t have much space for storing stock. We also have a swing studio attached to the shop. We currently have three full-time staff, although that will shortly increase to four due to business demands, and I am proud that we are all PGA Professionals. How has your retail operation fared over the last 12 months?

Like everybody working in retail during the pandemic it has had many challenges, but we have been fortunate that golf continued in Scotland over the winter months and kept people at the club. The days have been demanding due to restrictions, rules and, of course, demand. How have your ordering plans altered because of the pandemic?

I tried to learn from last year’s supplier issues and adapt my purchasing for this season. I’ve moved away from the tradition of going heavy on stock at the start of the season and have opted for staggered drops, each one a little better balanced. Planning pre-ordering is very hard at the best of times, particularly here in Scotland, with the vagaries of the weather. How helpful have Foremost been, especially during the last year?

I’ve been a member of Foremost since 2015, and I’ve signed up to all their services - marketing teams, business consultants, warehousing, accounts/invoicing. These are all things that I could do myself, but Foremost do it so well, allowing me to focus on my dayto-day business and trying to create revenue. I have had a lot of support during the pandemic from my Foremost Business Development Consultant, Stuart Kerr, who is always at the end of the phone if I have any issues. What equipment and apparel brands do you stock?

Titleist, TaylorMade, Ping, Callaway and Odyssey are my main hardwear brands, while

we stock FootJoy, Adidas, Hugo Boss and Glenmuir apparel. I try to stock a balance of golf, sport and fashion clothing brands. What were your best-selling products in 2020 and what are you expecting to sell well this year?

For hardware it was definitely Titleist, the new TSi metalwoods are very strong and their irons range offers clubs for every type of golfer. This year TaylorMade is a new brand for us, with the success of the SIM range prompting me to switch it out from Mizuno. I’m excited about Ping’s new G425 range and TaylorMade’s SIM2s. It’s exciting to see so many great new products coming out as we have a fantastic studio here with all the tools to help us fit well. Are you worried about stock shortages during a retail boom?

Yes, it is a concern. Manufacturing delays, Covid restrictions, shipping issues, and, of course, Brexit, all add up. It is definitely in our interest as retailers to work with ASM’s and suppliers to see what they can do to help and I’m happy to report that most have been very accommodating. In addition, Foremost offers an amazing ‘singles service’ to their members, this has been great for me already this season when manufacturers are out of stock as all their deliveries come the very next day. Did you offer click and collect during the lockdown closures?

Yes, I have actually been working more than ever during first three months of the year, as I was the only one here at the club while everyone else was on furlough, and the members have been very supportive of the shop. I made the extra effort to drive and drop product off direct to customer’s homes, and most were pleasantly surprised to see me. What marketing do you do to attract customers into your shop?

I have the full Elite Marketing Programme with Foremost, weekly newsletters to over 2,500 people, broadcast mails, email shots, an online lesson booking platform, plus loads more. In addition. They also help with my social media platforms and I am currently working

alongside my EMP marketing editor Danny Maunder to bring my website up to date.

What percentage of your hardwear sales are custom fit?

We offer a full fitting service from drivers to putters, and I have invested in the relevant equipment to help with this. I don’t do many ‘off the shelf’ sales, as I think we have an opportunity as PGA Professionals to offer a better pre- and post-sales service. I honestly don’t ever try to ‘sell’ an item. As a club pro it can be more damaging to sell a poor or inappropriate product to someone if he/she tells their friends about a bad experience.

Last month saw you win the 59club’s Golf Retail Manager of the Year and the Golf Retail Team of the Year. How rewarding was that?

This is an extremely rewarding achievement, not just me, but the whole pro shop team here, including PGA Professional Scott Borrowman and PGA Trainee Alyson McKechin. We have worked really hard to ensure that our retail experience is a good one. We made the decision to focus on the small things – presentation, cleanliness, product knowledge and, most importantly, the way we treat people. It’s great to see that being recognised. What are your future plans for your retail operation?

I have recently upgraded the studio with the introduction of Swing Catalyst video coaching software. This works in conjunction with my Foresight Quad launch monitor and creates a much more professional lesson experience for our clients. I try where possible to keep adding something new on a regular basis, it may be small, but could be more training or coaching aides, perhaps purchase more online golf courses for our indoor winter league. My main retail goal for this year is to consolidate what we have, ensure excellent customer service, and promote my colleagues and the services that they offer – all of which are equally important to the success of my business.

May 2021

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T R A D E TA L K

REACH FOR THE SKYS

The PGA Professional talks to James Holmes, SkyCaddie’s general manager in the UK & Europe, about the company’s latest launches into the GPS market and exciting developments for DMDs used in competition.

How has the pandemic impacted on SkyCaddie’s operations in the UK and Ireland, and how have you been supporting your key retail accounts?

How important will pin position information be for enhancing the overall playing experience?

Golf not only survived the pandemic, it accelerated out of it. This includes indoor golf, where SkyTrak sales doubled year-onyear. SkyCaddie sales were strong when the clubs were open. During lockdowns we offered improved margins on single SkyCaddie orders, removed the need to commit to large orders and shipped direct to customers on behalf of retailers.

What have on-course sales been like year-on-year compared to pre-COVID? SkyCaddie sales in 2020 were comparable to 2019, even given the lockdowns. Our current range is exceptional, the new LX5/ LX5C GPS Watches have sold very well, and the SX400 handheld GPS was also a superb addition to the range last year.

What are the key SkyCaddie products that retailers should be looking out for in 2021? The SX400 and LX5C have both won multiple 2021 Editor’s Choice awards: they will sell well this year. We’re shortly launching the exciting successor to our range-topping SX500 handheld GPS, which itself smashed the performance ceiling for GPS devices when it launched in 2018.

What percentage of sales are watch-based models versus handheld units? SkyCaddie’s handhelds are in a league of their own, performance-wise, but our LX5 / LX5C Watches now put previously-unseen levels of course mapping detail onto your wrist. Wearable tech should exceed handheld SkyCaddie sales in 2021.

The PGA Professional

The PGA of America’s decision to allow the use of GPS units at its major championships, is a game changer for the industry. When do you think the main pro tours will follow suit? It’ll happen one day as digital access is part of life now. The bell tolls for paper yardage books. Already over 60% of Legends Tour competitors have bought their own SkyCaddie, and other Tours in Europe look like following suit. I think we’ll see DMDs in use in main tour events quite soon. The reaction to this year’s US PGA Championship may tell us how soon.

A lot of golf courses in the UK have remodelled holes or changed the layout in some way over the last 12 months. Have SkyCaddie’s on-foot mapping team been able to get out to course to update course maps? We’ve already re-mapped over 200 courses in the UK since the end of the 2020. Steve Winstone, who heads our mapping team, just returned from Scotland where he updated 57 courses in a two-week burst. We’ve visited and updated all courses in the 2021 PGA national event calendar. If you’re playing in a PGA event this year, your SkyCaddie is bang up to date – and we’re providing yardages to all pin positions, too.

#makinggolfhappen

After using a SkyCaddie set with today’s pin positions, you’ll realise there simply isn’t a way of getting a better yardage to all points on the golf course. SkyCaddies are much faster than using a laser + yardage book, even with good line-of-sight, but if you’re blocked out by trees or playing uphill, SkyCaddies are miles ahead. Add instant yardages to layups, carries, runouts to the fairway’s edge and major contours on the greens, and we’re confident that first-time users will be impressed.

How popular have the trade-in promotions proved with customers? We’re running a trade-in this month, actually. They’re extremely popular and help existing SkyCaddie users to trade-up to a newer model. They also give owners of other brands an incentive to upgrade to a SkyCaddie. We accept any model or type of rangefinder – it doesn’t even need to work. Laser users, in particular, are amazed when they see what the new SkyCaddies can do, including our Pin Position feature.

What is the immediate and long-term plan for SkyCaddie? Best-ever product line-up, best-ever customer service levels, that’s our 2021! With SkyCaddie’s new range-topping model imminent, and SkyTrak in colossal demand –sold out until Q3 – every item in our 2021 range is an award-winner in its own right. Long term? More new products and features, more Tour golf involvement as elite golfers get the message about the newgeneration SkyCaddies. A SkyCaddie with Pin Position is now the gold standard for yardages to all points on a golf course. For more details, visit www.skycaddie. co.uk, www.skytrakgolf.com, call 01844 296360 or email sales@ skycaddiegps.co.uk.

R E TA I L

DRIVEN BY

THE DATA

THE STORY BEHIND THE BIRTH OF XPOS

How did a family interest in golf shoes evolve to become the go-to point-of-sale solution for PGA Professionals around the world? For 25 years Phil Barnard has been helping to shift attitudes across the golf industry. Now retailers finally seem to be giving customers what they want, the founder of XPOS explains how the company has gone full circle

That year, my dad asked me to write an EPOS system which would help the shops to manage themselves better, as well as help us to garner a better understanding of market share.

In the 1980’s, my father, Bruce Barnard, was involved with Stuburt golf shoes. From an early age, the family would attend all the usual golf industry trade shows. They were some of my first experiences of travel and I have fond memories of those early days in the industry. My dad was passionate about two things. Stock control and data. He was the company problem solver and developed a simple, but extremely effective, replenishment system. Each shoe box had a tab that you’d tear off when the shoe was sold. At the end of the week, the retailer would collect the tabs and return them to Stuburt, which would then send replacement shoes to the retailer.

No one’s ever replicated it, but it was ingenious. Stuburt became the number one golf shoe brand in UK on the back of its popular spikeless Pro-Am shoe, but my dad was frustrated because the retail data available meant he couldn’t manage the business the way that he wanted to. I ran the ski team at university and dabbled in engineering and computing. Three days before my final exams, I broke my wrist during race training which meant I couldn’t sit them and had to retake the year. Around this time, my father had left Stuburt and was working with a group of golf professionals who were also in search of better management data.

The XPOS team back in the early days, including the young-looking Phil Barnard (left) and Mark Hopkins (second from right)

So, I wrote my first EPOS. In the mid-90’s the options for golf shops were either a cigar box, ice-cream tub or a very expensive EPOS - untenable for the average pro shop. After I’d sold my EPOS into about 15 stores, I realised I needed to write something better. I took on my first employee and we got up to around 200 golf shops. We later teamed up with TGI, Golfstore and Foremost groups and rolled out across Europe. This took us to our next version of the system – XPOS. Golf retail is very different to general retail because of all the components that come together to provide a golf operation. It’s a complicated retail environment with lots of spinning wheels. What makes the difference is using solutions that are doing an efficient job for the environment. There are hundreds of EPOS systems out there doing ‘a job’ but at XPOS we’ve got golf covered. I wasn’t fussed about the till and focused more on the data. This set us apart from our competitors. Our reporting was always better, so we could help the retailer understand what was going on in the business.

May 2021

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R E TA I L We had to get the buying groups on board to really make changes across the industry. I came up with a way to deliver a system so the groups could see management data – something that had always been lacking – and that was a huge incentive for them to partner with XPOS. People used to think it was easy to make money in golf, but in the early 90s retail changed and off-course retailers became more dominant. They could hold much larger amounts of stock, which meant more choice – rows and rows of woods and irons. This really hurt the on-course professional and it became difficult for them to sell clubs as they couldn’t compete on choice or price. Fortunately, much has changed since then with the emergence of custom fitting bringing the pro shop right back into the game. In 2005, XPOS partnered with Golf Datatech, a US-based research company that provides the golf industry with specialised data, including retail sales, stock and pricing. We began to deliver industry numbers to anyone and everyone in golf retail.

XPOS enables independent retailers to spend more time with their customers

Partly because of our data, golf brands have a better understanding of what’s really going through the shops and don’t try to push as much product through the channel. Not only is this better for their business, but it’s good for retailers and customers, too. Retailers can see they don’t need lots of product: it ties up cash and delivers weak margins. Retailers just need to offer the right product to service the customer’s needs and add value. As a result, the industry is healthier and decisions can now be based on fact. Golf retailers can add value by custom fitting and offering a better product to the customer, who is willing to pay more for it. Selling less equipment but at higher values creates more money for everyone.

Today’s margins on golf clubs were unimaginable 20 years ago. They used to be around 10%, now they’re closer to 25%. Stock control is central to retail success, but it’s not everything. It’s about understanding what the customer wants and maintaining optimum stock levels to deliver that. Retailers must focus on keeping customers informed, communication and building those relationships. Right from the beginning, I’ve been passionate about independent businesses. I want to deliver solutions which do the things the big retailers take for granted, but small businesses can’t do themselves. At XPOS we’re delivering tools so that retailers can interface better with the customer, such as XMAIL and new XPOS Caddie app. Data is the foundation of success. Good quality data in gives good quality data out. We have three people working on our centralised product database – XCODES. That’s something that no individual shop could economically manage, and it’s only the start. Using XCODES sets a framework for more exciting things in the future.

Online shopping is grabbing all the headlines at the moment. Research has shown that over 50% of people who buy online want to click and collect. They want to see your stock availability and make purchasing decisions in their own time, but don’t want to pay or wait for delivery. The retailer who adapts and embraces the technology in order to give customers what they want has more chance of success. That’s why the XPOS Caddie app is so important for our customers – it’s a virtual shop window that enables golf customers to shop in their own time. It helps to build that connection with customers and delivers a better service. The app works with XCODES to provide the product catalogue, so retailers don’t have to. To compete against the retail behemoths that have great efficiencies, such as Amazon, golf retailers need to work together and co-operate. The next stage is about optimising communication between golf retailers and the brands so that they can offer the right products at the right time and place. After all, the most convenient place to pick up your golf product is on the first tee, not your mailbox.

XPOS POS Caddie is the new app for golfers who love their pro shop. For more information on the app’s wide range of benefits, including how to set up your new Reserve & Collect store, visit www.crossovertec.co.uk.

The PGA Professional

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R E TA I L

XPOS UNWRAPPED:

PRODUCT PERFECT In the second part of the ‘XPOS Unwrapped’ series, we get to the bottom of inventory product management and the foundations that your retail business should have in place for a more profitable future The average pro shop holds £40,000 worth of stock. Every item is an investment, made by you, in a product that should make you money. But how do you know it will? It’s like placing a bet on a horse whose name you can’t remember, and here’s why. Without the right product descriptions in your database, you won’t know who you placed the bet on or if they actually won. And, if you don’t know who won last time, then how do you know who to bet on next time? Who knew there was so much more to retail than ringing a sale item through the till? “When products came into the shop, we used to make up our own codes and input those into our database,” says Duncan Driver, PGA Professional at Lyme Regis Golf Club in Dorset. “A Titleist Pro V1 would be recorded as ‘Pro V1’, and a glove might be ‘FootJoy Men’s Glove’. But this didn’t give us the type of glove, colour breakdowns, sizes, or the other possible variations of a group.” Manual entry of products can be a recipe for disaster, as Duncan discovered. “After each season, we’d have a lot of smaller shoe sizes left over, along with large-sized gloves. We only had one code, so couldn’t see the bigger picture. During the last lockdown we started to use XCODES and it’s been a game changer, to say the least. To start with, products are grouped into sizes and colours, and stocktaking is much faster and more accurate.” XCODES is a centralised product database built into XPOS and was designed to create stock items quickly

and accurately. Good information in gives good information out, and, because everything is logged correctly with XCODES, there are no more duplicate records, misspelling or variations in name. What’s more, with consistent data from XCODES, retailers get more accurate reports, helping them to make the right business decisions and, ultimately, make more money. “It makes things a lot easier and professional when you’re meeting with a sales rep,” continues Duncan. “Now I can show them what sells and what doesn’t, and I’m able to make the right buying decisions based on what my customers will want.” XCODES, the engine behind XPOS sales and stock solutions, is headed up by Mike Barbrook, who oversees the team responsible for updating the centralised product database with

Duncan Driver, Head Pro at Lyme Regis GC, has been able to make more informed buying decisions thanks to XPOS’s detailed data

essential data, including style and product numbers, barcodes, images and web descriptions. “The purpose behind XCODES was to make life easier for busy golf professionals, but it’s also here to unify data, so the information that’s going into a single pro shop is the same data that’s fed back to the brands and buying groups,” says Mike. “It’s essential for everyone to work from the same information so we can cooperate with each other, go on to develop better products, and improve industry standards.” Before XCODES there were no standardised product codes, so the team at XPOS created their own. The aim is that these will become industry standard across pro shops and buying groups. “With one product item, we might have to speak to three people at the brand to get the barcode, colour and price. With over two million products now in XCODES from over 220 leading brands it takes a lot of work to maintain the database. We know it’s something that would not be viable for an independent retailer and it’s fantastic to be able to provide that service,” says Mike.

To find out how you can grow your golf retail business with XPOS’s data-driven sales and stock solutions, visit www.crossovertec.co.uk or call 01454 418 395.

The PGA Professional

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P R O M O T I O N A L F E AT U R E

SPRING IN THE STEP The PGA Professional talks to Peter Youell, Managing Director of Skechers in the UK & Ireland, about the brand’s success in the golf market and what retailers can expect from its latest launches

How has Skechers fared during the pandemic? Skechers has always been quick to market and able to adapt, but our ability to navigate the last 12 months is a testament to the hard work and flexibility of our entire team. A great example of how we remain focused on meeting demand here for the UK & Ireland is that we’re building and opening our first ever UK distribution centre. We considered the implications of Brexit and set ourselves up to be able to service trade and customers better and more efficiently from a logistics centre based here. Our golf business continues to grow, and we’re entering 2021 with a record pre-book, which is a testament to our top-notch products, positioning and trade support. When the first lockdown ended last year and golf courses re-opened, we experienced huge demand to re-stock, and the great weather meant that this continued all summer long. More rounds being played and an influx of new golfers to the sport combined to make a great market for selling Skechers golf shoes. We’re seeing tremendous growth with green grass, buying groups, as well as online specialists, and it’s a trend that seems to be getting stronger all the time. What benefits does Skechers GO GOLF have in being part of a bigger business? Skechers GO GOLF is part of the Skechers Performance Division, which designs innovative shoes for running, walking, training and golf therefore really benefits as a part of this design and development group. Are there any new technologies in the 2021 collection? We have great new outsoles including Skechers Grip Flex which is featured on the new Elite 4 Victory. Additionally, comfort

is maximised with Resamax, Gogamax and Air-Cooled Memory Foam. The newest feature we’re introducing to our golf collection is Arch Fit. First introduced in a range of casual styles, it resonated so strongly with consumers that it has become the latest comfort innovation to be brought from our lifestyle collections to our GO GOLF footwear. What are the standout highlights from the range this year? In the Pro collection, we launched the Pro 4 Legacy spiked shoe featuring our latest lightweight Ultra Flight cushioning and high-performance Resamax cushioned insole for added all day comfort. Torque Pro Spike brings great design waterproofing on a great outsole at an amazing price. In 2021 we are adding to the Elite programme with the Elite Tour SL, a superb shoe that offers a durable grip spikeless outsole. Elite 4 - our market share driver – sees a super new colour in white, navy, red combination and the Elite 4 Victory has a fresh new upper design. The Max Spikeless series takes on new ‘modern summer’ designs that offer a different lightweight styling. Max Bolt is a sleeker, faster design

and Max Sport takes inspiration from one of our best-selling Sport styles. In our women’s collection, GO GOLF PRO 2 Spike continues and is set to be a huge hit again this year. We have also added in more athletic/casual styles with Max Swing and Sport, offering the newer upper designs in standout colours. We have also added some summer fun with a tropical print package on the Max Spikeless and the new Skech Air. Showing shoes in store well is a key to selling success, how has Skechers addressed this key area? We really value and take pride in how our brand is presented at retail. We’ve worked hard to develop a truly impactful, flexible and easy-to-install solution for pros. The Skechers wall display creates a focal wall or area that presents the collection, brand and features in an easy to shop environment. Why shoould retailers stock Skechers? If I had to pick just three reasons, it would be great margins, fast sell through and huge brand awareness. Skechers shoes have one of the most impressive ROIs of any product in the pro shop. The margin is incredibly competitive at any price point. Probably the fastest sale a retailer will make is a pair of Skechers. Once a golfer has them on their feet, and experiences the superior comfort for themselves, it’s pretty much a done deal. Inside and outside of golf, Skechers has now become one of the biggest brands in the UK & Ireland. Our new ad campaign will feature Arch Fit, GOwalk and also our UK ambassador Jamie Redknapp and, of course, Colin Montgomerie. We are very proud of our place on the leaderboard in golf footwear and we truly appreciate the support we have from the trade and all our customers.

May 2021

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T R AV E L What made you decide to add a shorter UK break to your schedule? We decided on a shorter break last year to keep up the momentum for our golf trips. With the restrictions on travel we decided a local, shorter stay would be a safer option. Where’s your favourite Pro’s away weekend destination? We had two great trips last year. One at East Sussex National, and one around North Devon. It’s very hard to pick a favourite as both were excellent destinations. Both offered completely different packages suitable for all types of groups. Great golf courses at each. East Sussex had the comfort of everything being all together and a great spa. North Devon gave us much more traditional golf and some stunning scenery which meant we could get out more. What format does the weekend take? The format for both trips was very relaxed and simple. Best scores for each day and an overall winner for the weekend. I try hard to get the balance of relaxed golf with a competitive edge. Each prize was a monetary value to be spent in the shop or put towards the next trip.

BARRY

NEWMAN Head Professional at Newbury & Crookham is a seasoned traveller with Golfbreaks. As well as running multiple overseas breaks annually Barry also runs a Pro’s away weekend in the UK.

How do you advertise the weekend break? To promote these events I simply spoke to the members. We also designed a few posters with the help of the Golfbreaks team that were positioned throughout the shop and the club. Usually, I find these trips very easy to fill. It’s about engaging and communicating what you’re doing with the members. It’s their hobby, they love playing, and they love playing new places. If you ask them on one of your trips they’re usually very happy to be invited. It’s always a great way to build relationships with the members. What do you feel has been the biggest advantage of offering different style breaks? The best thing about these shorter local breaks was attracting some completely new clients. Ones that would never have considered coming abroad with us in the past. The trips last year have opened the doorway for a completely new set of golfers wanting to come away with me. It also meant couples came together and now I have the possibility of running a couples/partners trips in the coming years. How easy was the trip to organise? As always, the trip was super easy to organise. I spoke with Joe and James in the Pro Travel team at Golfbreaks to get their recommendations, found some dates that worked and booked it. Once the dates are booked, I would talk to the members and try to fill it up. Very easy indeed. Where is your next Pro’s weekend away? The next planned trip away is for Southport on the west coast. Playing some fantastic links courses that I’ve not played so very much looking forward to that one. I don’t think that will be the next trip though as I’m getting asked by the members for one sooner. Looking forward to trying out some new venues and golf courses in the summer.

For more ideas on your next Pro’s away weekend get in touch with the Golfbreaks Pro Travel team – 01753 752 880 | pga@golfbreaks.com |

The PGA Professional

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T R AV E L

Experience the sensational Trump International golf links with your members.

SET AMIDST THE GREAT DUNES OF SCOTLAND, TRUMP INTERNATIONAL EMBRACES MILE AFTER MILE OF SPECTACULAR ABERDEENSHIRE COASTLINE AND GUARANTEES THE EXPERIENCE OF A LIFETIME

Trump International Golf Links promises to be one of the best links courses in the world, spectacular scenery along with a world-class round of golf will offer an unforgettable golfing experience for you and your members. Claiming itself to be “the world’s greatest golf course”, Trump International Golf Links was designed by Dr. Martin Hawtree and follows the classic pattern of two out-and-back loops of nine holes. The course threads its way through the dunes and peaks to give you stunning panoramic views of the coastline which are simply breathtaking. Each hole offers six tee boxes so the course can cater to all levels of golfer. Your stay at MacLeod House & Lodge offers luxury accommodation and dining at the heart of the estate. Set amongst stunning grounds, MacLeod House offers guaranteed unsurpassed luxury, comfort and service. Golfbreaks exclusive stay, play and dine package. Enjoy two rounds of golf on the award winning championship links course and experience the luxury and splendour of Trump Macleod House and the culinary delights of The Dunes Restaurant & Bar. • • • • •

2 nights at Trump MacLeod Lodge Breakfast daily at The Dunes Restaurant & Bar 36 holes on Trump International Golf Links 2 course dinner on one night at The Dunes Restaurant & Bar From £499 per amateur – Pro free with 7 amateurs

May 2021

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T R AV E L

STAYCATION GEMS

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

Staycations are incredibly popular at the moment, particularly with your members itching to get away and play some top-quality golf courses. There are a vast number of UK options available to you and your members, but why not take a group away on one of our most popular UK tours and experience some of the best courses the UK has to offer.

Bookmark SOUTH WEST ENGLAND PLAY: BURNHAM & BERROW, SAUNTON EAST, SAUNTON WEST

FROM

£475

STAY: 2 NIGHTS BED & BREAKFAST AT THE BARNSTABLE HOTEL

PER PERSON

As well as being England’s most popular holiday destination, Devon is also a celebrated hub for iconic golf tours. Boasting a range of world class golf courses, it is the perfect destination for a long weekend. Saunton Golf Club is known across the globe as one of the UK’s finest traditional links clubs. The two courses, The East and The West, both comfortably sit within UK Top 100 rankings and are steeped in history, with golf played here since 1897. Breaking your journey up with a game at Burnham and Berrow means three Top 100 courses in three days is easily achievable.

Bookmark BOURNEMOUTH PLAY: FERNDOWN, ISLE OF PURBECK, MEYRICK PARK

FROM

£309

STAY: 2 NIGHTS BED & BREAKFAST AT THE LODGE AT MEYRICK PARK

PER PERSON

One of the most appealing elements of a Bournemouth golf tour is the ability to create a great-value package that still includes top-class accommodation and the finest quality golf courses. Ferndown, set in the beautiful, landscaped Dorset countryside is seen by many as one of the most beautiful courses in England with its undulating fairways and troublesome heather borders. Along with Ferndown, some of the big hitters in the Bournemouth golf scene include the fine parkland course at Myrick Park as well as the stunning Isle of Purbeck, regularly ranked amongst the top 100 courses in the British Isles.

For more information or to book your next break, get in touch with our dedicated Pro Travel Team 01753 752 880 | pga@golfbreaks.com |

The PGA Professional

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T R AV E L Bookmark SOUTHPORT FROM

£369 PER PERSON

PLAY: HILLSIDE, HESKETH, FORMBY HALL STAY: 2 NIGHTS BED & BREAKFAST AT THE BLISS HOTEL Southport is known across England as being one of the best destinations for golf in the country, with the Northwest region being nicknamed ‘England’s Golf Coast’. The lively town is right amongst these courses and is usually abuzz with golfers from across the globe here to play on some of the region’s most notable courses such as Royal Birkdale, Hillside and Southport & Ainsdale. You should not overlook some of the lesser-known courses like Formby Hall & Hesketh.

Bookmark EAST LOTHIAN PLAY: NORTH BERWICK, KILSPINDIE, CRAGIELAW STAY: 2 NIGHTS BED & BREAKFAST AT THE DUCKS INN

FROM

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East Lothian is an area that has become synonymous with the word ‘golf’. The region has become legendary in golfing circles up and down the country and for good reason, East Lothian’s golf courses are not only some of the best links layouts around but the area is rich in golfing history and every trip here is as much about learning about golf as it is playing. East Lothian offers around 22 incredible courses along its 30 mile stretch of jaw-dropping coast, from Open Championship qualifying venues like North Berwick Golf Club, to popular gems like Craigielaw and Kilspindie.

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May 2021

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ADVERTORIAL

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C OAC H I N G

COACHING MASTERCLASS Denis Pugh qualified as a PGA professional at the age of 20 in 1974 and has subsequently become one of the world’s most in-demand swing coaches. Now a PGA Master Professional, Pugh has had brief spells coaching Nick Faldo and Seve Ballesteros, a long-term association with Colin Montgomerie – he calculates he was fired and rehired by the combustible Scot 19 times – and an even longer one with 2018 Open champion Francesco Molinari. He recently participated in a PGA Webinar and answered questions from Members…

What do you regard as being a key aspect of being a successful coach? A key thing is ensuring people are comfortable. You have many different types to deal with, but the coach is always the leader. Whether coaching an individual or group, he or she has to ensure every player gets their full attention and believes the coach is working for them and not against them. That sums it up. Comfort is the buzzword. A player employs a coach but who is the boss? As a coach you must have credibility and there are several aspects to that. One perhaps is that you have been a good player- good enough to know what it’s like to play professionally. You also need to have credibility as a result of your knowledge. That must be up-to-date. The third thing is visibility. The player has seen the success you have had, respects your knowledge and is comfortable in your company. Those are the things that start the process, but you can’t be a coach without someone to coach. At

the top level you tend to deal with an agent to sort out the contract. Then it’s always the case the player is boss, but you must have confidence to know that if you lead the way they will follow. Ultimately, however, the chances are you’re going to get fired. Some may find that difficult to accept, ego-wise. If you know you’re going to get fired you do your job and if the player doesn’t like it you move on. The minute you try and please the player you aren’t doing your job. That’s how it works. You’ve coached Monty (Colin Montgomerie) on numerous occasions. It seems to have been a very up and down relationship? Monty needs to let off steam and one of the ways he would do it would be to get grumpy and angry with those around him. There was never a time when I was fired that I didn’t get re-hired. The relationship just petered out. After the Ryder Cup at Celtic Manor, which he won as captain, I saw less of him and spent more time with Francesco (Molinari) and Ross Fisher. It was a natural

May 2021

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C OAC H I N G evolution and Colin went on to play on the Champions Tour. You also had a brief spell coaching Seve Ballesteros and, towards the start of your coaching career, Nick Faldo. How did you find them? I can say I coached Seve for three or four weeks. That’s worth a long service award! Most of the guys that helped him had one or two sessions if that. The sad part was he was towards the end of his career and trying to find one tip to make him Seve Ballesteros again. Unfortunately, there wasn’t one. His swing, which relied a lot on hand and eye coordination, deteriorated as his back and hand/eye coordination got worse. He was a victim of getting older. He had so much passion – even practising. I’d never seen the intensity he put into practice with any other golfer. I worked with Nick Faldo when I was under the mentorship of David Leadbetter. When David wasn’t there his associate coaches would work with the star players – Nick didn’t need any cuddles or real managing. You just had to give him the facts. He could have taken them from a computer had that been available and didn’t need human integration. He just needed to know what he had to do and whether what he was doing was correct. How do you prepare or equip yourself to coach powerful people or those with big personalities? You must equip yourself with up-todate knowledge and look at your skills. Video yourself giving a lesson and watch how you interact with your student. See if you spend enough time in three crucial zones and how you deal with the student in them. In zone one you must get close to the student – difficult these days due to social distancing. You talk to them as though you’re whispering golf’s secrets. That’s the point you’re making to ensure they’ve understood the lesson. Then you move a little further away and now you’re conversing with the student. In zone three, you’re standing further back, you raise your voice and be more encouraging – say things like ‘that’s

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great’. But if the student is swinging poorly, return to zone one and say quietly ‘you can do better than that’. In zone three the praise is heard by everyone but anything negative should be done one-to-one. Those zones are very important – you need to know how to work in and around them. It’s about getting the student’s attention in many ways. Film yourself, pick up on habits you may have, good things you do, how you use words, how you present and if you are listening to the feedback. You learn about yourself, which is how you learn to become a better coach.

Do you use the principle of the three zones in private as well as in public? Zones one and two are pretty much where everyone coaches from. Bob Torrance, the great Scottish golf coach whose son Sam went on the be a winning Ryder Cup player and captain, used to whisper to the players as though he was giving them the secret of life and golf. Then he’d stand back and encourage them. I often heard him say ‘that’s the best I’ve seen today’. He knew how to communicate and make his students feel good. What is the principle of the fake argument? Sometimes you try and break up any tension by doing something different. If Francesco hits a bad shot practising, I might say it’s rubbish. He picks up on what I’m doing – joking – and argues back. It’s some childish humour aimed to break up tension. It’s easier to do when things are going well. You would do that with a player you are comfortable with, not

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one you don’t know well. It’s also got to be done at the right time. There are many tools you can use. Is it correct to say your toolbox is full – you’ve got all the different little tricks to do your job if you need them? The tools need sharpening at times – a lot of things I’ve learned about coaching, I did instinctively. I didn’t have to work hard at getting that toolbox. What I did have to work hard at was the hours required to perfect the skill of coaching. Sometimes you are on the range

ABOVE Rollercoaster relationship: Denis Pugh (left) and Colin Montgomerie

for 12 hours and although the work itself isn’t that hard, it’s a labour of time and you can get mentally and physically tired. How do you help players deal with high expectations? Managing this is one of the hardest things to do as a coach. If a fourhandicapper talks about winning The Open - that’s too big a bridge for them to take on. So you start talking about the steps required and pace them out. You start with ‘let’s get from four to three, then we can look at how you’re doing’. You bring things back to what can be achieved today. That’s how you manage expectations. How do you help players deal with disappointment? That’s also a difficult part of coaching. It’s easy to stand behind a player as a coach when he’s had a good day. When one of my players is having a bad day I always try to be there. That’s when it’s hard. The player is unhappy and you’ve got to

C OAC H I N G

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C OAC H I N G

help them. It’s the same process I mentioned. You rebuild by steps. What was the first thing you addressed when you began coaching Francesco Molinari? We discussed what Frankie hadn’t got. Which was 20 or 30 yards off the tee and was he prepared to sacrifice everything for that. He wanted to the best he could be, wasn’t worried about how bad it can get and asked what it would take. We had to use ground forces better, get him in the gym and make him physically stronger. Many golfers think power comes from technique – actually, technique stops the flow of power. The most powerful hitters are not thinking much about technique. They are putting as much energy into a shot they physically can. The point of the coaching is to ensure the brakes in technique stopping that flow of energy are removed. It’s an amazing journey but it can go wrong so it’s not for everyone. If you want to be a top player and only carry the ball 280 off the tee, you’ve got to do it. Francesco says you have a great way of working – not too intense or invasive – and that, little by little, you made him better. Is that fair comment? I think I know when to make it lighter and darker. There are times when you can’t be too invasive or intense – you’ve got to match the player’s way of doing it. If I was with Seve, I’d be much more intense but not invasive. You tailor it to the player. As the coach you’re the one who

must change to suit them so they will change to suit you. Francesco and I have spent so long together we’ve become a bit like an old couple – you think you know what the other person is going to say before they say it. Part of my job is to keep it fresh. When we started it was just me, him and the caddy. As things have progressed more and more people are involved. Frankie’s form since he missed out on winning the Masters in 2019 has dipped – has that changed your approach to the way you coach him? The dip was natural in one sense but there were also some technical issues regarding power that needed addressing. They were being addressed when COVID happened. Francesco lived in London and travelled the world from there. But COVID threw a big spanner in the works so he and his family had to move to the States to be nearer the action. He’s moved to LA so Frankie has gone to Hollywood! That period meant he played two events in seven months. The team has done really well but I’ve not been able to be there. In which case, can you influence things from afar? It’s not too difficult because we know each other so well. It’s easier than perhaps it would have been with anyone else. I have three or four calls a week with either Francesco or someone on the squad discussing where we’re at.

ABOVE Winning partnership: Denis Pugh (left) with 2018 Open champion Francesco Molinari

How do you find adjusting to working with a team around Francesco as opposed to the days when it was just the two of you? You must adapt and put your ego to one side. There are other team members doing specific jobs. I wasn’t a very good putting coach so was relieved when Phil Kenyon joined. That was one problem taken away from me. Phil has done as much as anyone else in the team but nobody has done more than the other. Sometimes you have to speak up; sometimes you have to let others who know more have their say. Winning The Open in 2018 was a true team effort. When you see one of your players have a rough patch in a tournament but perform better in a coaching session, how do you deal with that and what advice would you give to a coach in a similar situation? I’ve had that with Ross Fisher since golf restarted following COVID. He was performing well in practice but not tournaments. There were no obvious problems, although he wasn’t putting that well. He wasn’t up to speed and it’s really a question of encouragement. I know the player wants a magic potion but if you don’t see a reason to say anything, say nothing except to be positive and encourage. What advice would you give to aspiring coaches? Be relaxed and comfortable in your environment and sure every journey involves loads of steps. Plan them skilfully but not too far ahead because there will be points when you go off on a tangent before coming back on course. Life is never simple, and you’ll never get the perfectly plotted journey. So you’ve got to make sure you take care of yourself and your career by doing the things you think are right at the time and what the circumstances are. They are not always what you want or plan but if you can’t react to circumstances, you can’t be successful.

TO WATCH THE LATEST WEBINARS AND LISTEN TO ALL PODCAST EPISODES LOG IN TO THE MEMBERS’ AREA AT WWW.PGA.INFO AND CHOOSE PGA LIVE.

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May 2021

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ADVERTORIAL

WHY THE CLOCK IS TICKING FOR THE BUSINESS OF GOLF GreenClub’s approach is consultative and collaborative to enable venues to realise their goals and provide services in each of the following key areas. But we have to ask ourselves the honest question: Are we doing enough? Although going green and protecting the environment have long been watchwords in golf, venues need a sustainability strategy to provide clarity and direction. Essentially, a sustainability strategy consists of three elements: • What is your business’ energy need today and in the future? • Identifying measures that will futureproof your business. • Making your business more financially and environmentallyefficient with sustainability solutions. GreenClub offers a comprehensive, integrated and detailed approach to find those unique energy solutions, which will make a huge, positive impact on your business and the planet. There are important elements to consider at all golf venues for future energy requirements. • Electric vehicle charge points. • Ground staff requiring battery storage for hybrid or electric maintenance equipment. • Air conditioning and efficient heating solutions.

Sustainability Conducting a comprehensive audit of the facility to understand the current usage and operations, as well as a review of infrastructure services, waste, water and paper use. Future Proof Assessment of the future needs of the business to deliver new services like electric vehicles and charge points. Most new technology is electricpowered or managed, which also needs to be factored in. Generation Venues can become generators of their own green renewable energy, rather than relying solely on the grid. In some cases, any surplus energy can then be sold to the local market, rather than back to the grid.

Solar installations are only one element of an environmental strategy which can reduce energy costs and, in some cases, generate additional income. Improvements in general sustainability, future-proofing the business, adopting an environmental policy and achieving accreditation should all be on your agenda.

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Climate change has become an increasingly emotive subject as businesses confront the challenge of becoming environmentally-sustainable. Wind and solar installations can be expensive, but we offer a range of funding options to meet every facility’s needs: fully-funded schemes, financed and purchased solutions. Accreditation Recognition and credibility are vital components to reflect progress and the commitment to environmental responsibility within the industry. Accreditation will be awarded to venues on achieving those milestones. But there needs to be a shared commitment across all golf facilities, club members, partners and the wider golfing community. Each facility will need to assess how it can best take responsible steps to become, efficient, sustainable and positively impact climate change. And it needs to be a priority. It’s a collective effort to make golf a sustainable sport, so feedback is vital and we would invite you to take the short survey below. It might just spark a few ideas on how GreenClub can help you meet your objectives. www.smartsurvey.co.uk/s/ greenclub/ GreenClub was established to help reduce overheads, strengthen your business’s relationship with your local community and to promote sustainability, while reducing golf’s impact on the environment. But successful sustainability means securing golf’s future. Contact GreenClub today for an informal initial consultation and let’s find out what your club’s future could look like. There is no time to lose. www.greenclub.energy

BENEFITS

SAVE ON HOME ESSENTIALS AND INDULGENT TREATS WITH PGA BENEFITS From upgrading your tech to home spring-cleaning, we have selected a variety of great offers to save you money.

SAVE ON MOBILE PHONE DEALS WITH REWARD MOBILE Reward Mobile are a multi-award winning, premier partner of EE, offering The PGA members discounts on the latest mobile phones, tablets and EE Home Broadband. Through their partnership with EE, Reward are able to provide you with the best deals they can find. That means you can make big savings, and still be part of RootMetric’s UK’s number one network for the past seven years in a row.

HOTPOINT PRIVILEGE PURCHASE CLUB Get spring-cleaning ready with the Privilege Purchase Club and choose from over 850 different products at membersonly exclusive prices, including great brands such as KitchenAid, Whirlpool, Hotpoint and Indesit.” All appliances have already been pre-discounted from washing machines, fridge freezers and dishwashers etc All prices include FREE UK delivery*.

UPGRADE YOUR WORKING FROM HOME SPACE AND SAVE 6%

FREE MULTI-CAR ACCIDENT AFTERCARE FOR THE PGA MEMBERS*!

Lifestyle vouchers offer The PGA members a choice of everyday essentials and indulgent treats from brands including John Lewis, Currys PC World, Argos, Sky Store, Xbox, Just Eat, Deliveroo, plus many more*. Lifestyle vouchers can be redeemed online (dependant on the retailer). This gives you the full flexibility to choose your redemption method while also maximising your savings. Vouchers can be split and spent across multiple big brand names, so you’re not limited to spend in one place and potentially losing your change from purchases. Lifestyle gives you the most choice of retailers, all in one place.

Total Motor Assist multi-car membership gives you and your family the very best accident aftercare, plus many more benefits and peace of mind. One call to the Total Motor Assist helpline can save having to claim on your own motor insurance policy. So, this can save you paying your insurance excess as well as preserving your no claims bonus. Services include: • UK wide accident recovery (not usually included in your car insurance or breakdown cover) • Like for like replacement car while we repair yours • Manufacturer-approved repairs, plus regular updates • if you’re injured in a non-fault accident we will arrange local private treatment, such as physiotherapy (quicker than the NHS) • 24/7 accident helpline and Legal support

To take advantage of these and other fantastic deals visit https://benefits.pga.info today! *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice and correct at time of print. Hotpoint Privilege Purchase Club - The next day delivery order cut off time will be at 12:00. Total Motor Assist - In the event of a non-fault accident. For Total Motor Assist’s full terms and conditions, please visit: https://pga.assistprotect.co.uk/TermsAndConditionsChoice.cfm. The price for renewing your membership is discounted by 66% to only £10 a year. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.

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BENEFITS For more detailed information and to take advantage of these and other fantastic deals, log into www.pga.info, select Member Benefits then click ‘Find out more’. *Only available to PGA Members in the UK. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. †Pay directly in the hotel; flexible cancellation policy; valid only in low and mid-season; the discount can only be applied on the flexible rate and not on other rates or special offers.

Formby Hall Golf & Spa Resort Rates from £95pp including use of the pool and health club. Spa days from £49 pp. PGA deals available Sun – Thur. Members wmore. Contact Mark Williams on 01704 875 699 or reservations@ formbyhallgolfresort.co.uk quoting your membership number.

Modry Las Golf Resort Modry Las, The PGA National Poland is delighted to offer fantastic Stay & Play coaching packages for PGA Members. Visit the Members’ Area and find us under ‘Travel & Experiences’ for more info. Get in touch on golf@modrylas.pl or +48 667 710 410 or visit www.modrylas.pl

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

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

Public liability Insurance Cover is included in your subscription fee. Contact membership@ 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

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

VAT Advice For VAT advice, contact Tom Newman at PGA Headquarters on 01675 470 333 or email thomas.newman@pga.org.uk

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

Antalya Golf Club Attractive, all-inclusive rates for members and family. For The Sirene Hotel contact: volkan.cavusoglu@sirene.com.tr For empinski The Dome Hotel contact: michael.jones@agc.com.tr

Golfing Packages Commission Access to bespoke golfing packages for you and your club members through the dedicated Golf Pro Travel Team. Receive 5% commission on your booking. Contact 01753 752 880 or email pga@golfbreaks.com to book your next trip.

Vehicle Leasing Offers* Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit www.bmwpgasales.co.uk, call 0370 700 5215 or email mail@bmw-issd.co.uk

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

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

Prostate Cancer UK An official charity of The PGA. Speak to a Specialist Nurse on 0800 074 8383* or visit www.prostatecanceruk.org The helpline is open Mon-Fri 10am-4pm, Wed 7pm-9pm *Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.

BENEFITS Coca Cola European Partners* CCEP are delighted to offer PGA Members free coolers for their retail facilities. To arrange delivery/installation, please contact John Balchin on jbalchin@ccep.com. Wholesale & delivery of products can be arranged via Chapple & Jenkins.

Wholesale and Delivery Service* We are delighted to offer PGA Members in England and Wales a reliable wholesale and delivery service. A complimentary gift is available to all new PGA account holders. Contact Tim Swingler on 07519 111 582 or tim@chappleandjenkins.co.uk or visit www. chappleandjenkins.co.uk

GreenClub GreenClub work with golf facilities to identify the potential of roof or ground-mounted solar installations which can reduce energy costs by up to 40%. GreenClub will support with surveys, audits, planning and design and, subject to meeting required criteria, will fund the entire project. For more information, visit www.greenclub. energy, email info@greenclub.energy or call 0800 999 1904.

IT Services*

Incentive Programme

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

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

XPOS Sales and Stock Management

Loch Lomond Whiskies Loch Lomond Whiskies would like to offer all PGA Members in the UK a discount of 15% on all Loch Lomond Expressions available to buy on our website. Visit lochlomondwhiskies.com and enter the discount code PGA15 at checkout to receive your discount.

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

Vitamins, minerals and nutritional supplements Tom Oliver Nutrition offer a free pro-shop Sale or Return starter pack with excellent profit margins. Contact Stephen Banks (Business Development Manager) on stephen@tomolivernutrition. com to request a starter pack and visit www.tomolivernutrition. com for 50% off own-use products with the code: PGAMEMBER

Rangefinder Savings SkyCaddie are delighted to offer PGA Members savings of up to £150 on their latest award- winning family of GPS products. Call 01844 296358 or email sales@skycaddiegps.co.uk for more info.

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

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

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

Special Product Offers Special offers on selected LG products for PGA members. For the most up-to-date offers, log into member benefits, select the ‘Shopping’ section. Or contact the team at lgvip@lge.com for any orders.

CBD products Cannaray CBD are offering PGA retailers a no-commitment, sale-orreturn kit worth £560 free of charge. For more info go to PGA benefits or visit www.cannaray.co.uk. To order, email scoop@cannaray.co.uk

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

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

May 2021

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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 Jessica Harrison on 01675 470 333 or at: recruitment@pga.org.uk

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E M P LOY M E N T O P P O RT U N I T I E S HEAD GOLF PROFESSIONAL We have a unique opportunity for a Head Golf Professional to join our Golf team ahead of our hotel re-opening this year. Nine holes on the high road, nine on the low road. Our golfers should prepare themselves for an epic journey of stunning greens, majestic highland backdrops brilliantly peppered with bunkers and of course the world’s most beautiful water hazard - the great loch itself. Opened in June 2007, the 18-hole Carrick golf course has already played host to some prestigious professional events, including the Ladies Scottish Open, the PGA Cup, and several Europro Tours. The Carrick is a par 71 and 7,082 yards long. A test for even the most established player, whilst our 9 hole course the Wee Demon makes a great course for beginners or even more experienced players to hone their shorter game and putting skills.

D R I V E YO U R C A R E E R

Tall Pines Golf Club Trainee Professional An Opportunity has arisen for a PGA Trainee Professional to join the team at Tall Pines Golf Club, one of Bristol’s busiest and most friendly golf clubs. The role will include shop work of 30 hours a week based on a rota that includes weekends with the opportunity to coach, practice and play as well as furthering their development in teaching and custom fitting. The pro shop now houses a state of the art studio using the latest GC Quad equipment and has an extremely active membership section that utilise this. The successful candidate must be hard working, motivated and friendly whilst also being able to demonstrate good communication skills and work well as part of a team. We look forward to welcoming a candidate who can not only benefit from being part of the Tall Pines team but enhance the experience of the membership and visitors of Tall Pines Golf Club. Please send a cover letter and CV to manager@tallpinesgolf.co.uk, or Manager, Tall Pines GC, Cooks Bridle Path, Backwell, Bristol, BS48 3DJ.

A unique opportunity has arisen for the position of Head Golf Professional at Jordan’s first and only grass Championship golf venue. Founded in 2016, Ayla Golf Club is situated within Ayla Oasis, a mixed-use development project. The club’s facilities include; Championship 18 hole course designed by Greg Norman, 9 hole floodlit Academy Par 3 course, driving range & teaching studios.Responsibilities include; delivering excellent customer service, maintain and enhance the club’s presence internationally, providing lessons, management of staff, retail, marketing, and running club competitions. To apply, please forward cover letter and CV’s to: Senior HR Manager, Rami Asad on rasad@ayla.com.jo

As Head Golf Professional your scope is to support the Head of Golf by supervising the operational teamin a way which will ensure an unrivalled golf experience on our uniquely situated courses. For more information on this post and other golf opportunities visit: https://careers.cameronhouse.co.uk/head-golf-professional-60642.htm

EMP Social Media Manager Foremost Golf is currently recruiting for a new member of staff to join it’s Elite Marketing Programme (EMP) content team. We are looking for a keen and knowledgeable golfer combined with a good experience of social media including Facebook, Twitter and Instagram platforms. A good understanding of reporting and analytics would be advantageous. This is an exciting role that will work closely with our Foremost EMP professionals but also partner EMP partner suppliers in helping to deliver engaging content to a national golfing database. The position will be based out of High Wycombe, Bucks. Salary on application and DOE experience. For further information please contact Dan Steed email dan.steed@foremostgolf.com

InPlayGolf, Bristol

A vacancy has arisen for a PGA Coaching Professional to offer individual coaching at our indoor golf facility in Bristol. We have five golf simulators available for general hire and a specialist coaching & custom club fitting bay. The role also includes the hosting of individuals and groups for general practice & play. Previous coaching and custom club fitting experience is essential. This role is a salaried full time permanent position working five days a week on a seven-day rota with 28 days paid holiday. For further information please contact paul@ipgolf.co.uk Paul Barrington 07818 001 606 www.inplaygolf.co.uk

May 2021

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E M P LOY M E N T O P P O RT U N I T I E S PMG Willow Valley Golf Academy Due to the success of the PMG Academy which launched 7 months ago we are looking for a PGA Teaching Professional to expand our team. Minimum £30k OTE with greater earning potential in great environment for the right coach. Trackman users and coaches keen to develop to the front of the queue. Email: mark@PMG-ltd.co.uk

Radlett Park Golf Club Exciting opportunity for trainee or qualified PGA Professionals looking to work in an Operations and Teaching based role. Ongoing training ,Basic Salary and Excellent coaching commission structure offered. Based in North London Area. Please email CV and interest to: scott. wood@radlettparkgolfclub.com for more details.

South Herefordshire Golf Club PGA Assistant Professional Great opportunity to join the team at a busy 27 hole club. Position to include shop hours, sales and potential to progress coaching to all levels and ages including beginners, group coaching and our Junior Team. Customer service skills essential. Applications and CV to info@south-herefordshiregc.co.uk closing date 12/05/2021

The County Sligo Golf Club PGA Assistant Professional The successful candidate will be responsible for assisting with the daily running of the Professional Shop with particular focus on customer service, merchandise, coaching and custom fitting. An excellent opportunity to gain exceptional experience working in a world class golf club. Email applications including CV and cover letter to colin@countysligogolfclub.ie

Whitecraigs Golf Club Opportunity for PGA Qualified Assistant to join the team. Role includes - opportunity to coach and fit using technology, significant involvement in developing juniors and beginners. Previous experience in a customer facing role essential. Apply to davidorrgolf@hotmail.com

The London Golf School Teaching professionals required for full and part time coaching with Robogolfpro at Greenwich and Ascot. Trainees or qualified professionals will be considered. Motivation to make money at busy driving ranges with the ultimate teaching aid is essential. Please send CV to David Sims pnutts001@hotmail.com

ClubFourteen Indoor golf studio in London looking for a Teaching Professional to base their coaching on site. Monthly bay rental, studio has 80+ members and links with golf course facilities. Please email CV and covering letter to andylittlegolfpro@me.com Sapey Golf & Country Club Sapey Golf & Country Club are looking to appoint an Assistant General Manager for their award winning course. Drive, passion and the will to learn essential. £30k OTE. For further information & full job description, please contact Gareth Jones gm@sapeygolfandcountryclub.co.uk Royal Liverpool Golf Club, Cheshire PGA Assistant Professional 2023 Open Championship venue Royal Liverpool Golf Club are looking for a self-motivated individual to join a team of PGA Professionals committed to providing the highest level of customer service. If you are that person, please apply with CV and covering letter. Email to pro@royal-liverpool-golf.com Wentworth Club Delivering the finest services to our members and guests across the full golf offering as well as opportunities to develop your club fitting and teaching knowledge. The ideal candidate would be PGA qualified, service focused with great enthusiasm for a fine career in golf. Please forward your CV to Careers@wenworthclub.com Cardiff Golf Centre Opportunity for a PGA Teaching Professional and PGA Assistant Professional to become part of our team on full time basis. The role is to support the Management Team in driving sales, achieving targets and delivering high standard in the store. Must be flexible to work evenings, weekends and holidays. Please forward CV to Cardiffgolf@btconnect.com Alresford Golf Club Opportunity for Trainee and a PGA Qualified Assistant to join long established members club. Role includes - 25 shop hours per week, opportunity to coach and fit using technology, significant involvement in developing juniors and beginners. Previous experience in a customer facing role would be beneficial. Applications to Mark: mark@markwoodgolfacademy.co.uk

Moortown Golf Club Exciting opportunity for Assistant to join the team of Professionals at Moortown Golf Club. Must be enthusiastic, have a strong work ethic and be committed to providing the highest level of customer service. CV and covering letter should be emailed to Martin Heggie at: mheggie@moortown-gc.co.uk Dumfries & Galloway Golf Club An exciting opportunity is available for a PGA Professional to join the team at the D&G. The D&G Pro will have excellent interpersonal skills, a demonstrated club leader, and will play a key role in club management and development. PGA Professionals with the relevant skills, contact the club for further information: info@dandggolfclub.co.uk 01387-263848

INTERNATIONAL Trump International Golf Club, Dubai Golf Operations Supervisor Responsible for managing the golf operations team of Trump International Dubai and overseeing all aspects of the service standards for all outside service touch points of the customer journey: bag drop, staging, driving range, starter, marshal & tournament administration. Contact Martin McDonagh on mmcdonagh@trumpgolfdubai.com

TRAINING APPLICANT JOB SEEKERS Mark Williams - Williams9115@btinternet.com – 07545051119 Worcestershire- Kidderminster Withing 20 miles Alexander Huth - huth.clan@sky.com - 01763 268486 Eastern England/South East within 30 miles Sam Richmond - slammingsam65@gmail.com - 07496519585 South area within 100 miles

For more information please go to pga.info The PGA Professional

#makinggolfhappen

M E M B E R S I N T H E S P OT L I G H T

Russell has spent his career dedicating himself to helping golfers in any way he can and spends much of his free time studying the game and travelling the world looking for answers from the world’s best golf experts.

interests in the picture, means it is possible to do a good job in different contexts. WHAT/WHO HAVE BEEN YOUR CAREER INFLUENCES? I believe I have stolen the best bits from so many, but the MSc helped me to make sense of my experiences and knowledge and put it into a clearer holistic framework of the person. I think the most powerful learning experiences have been working or observing some of the best coaches in the world and asking them why they do or say the things they do. I am fortunate I can pick up the phone to so many great golfing brains.

WHAT HAS BEEN YOUR CAREER PATHWAY? Pretty typical to most, after my dream of playing came to an end, I stepped into PGA training. This was in the family business at Farnham Park in Slough under my father Paul, who is also a PGA Professional. In my third year of training, an opportunity arose to complete a season in Switzerland, purely coaching. Having completed my PGA exams and a further two years at Waldkirch in East Switzerland, I moved on to my current position at Golfclub Heidental, which is between Zurich and Bern. During this time, I have served on the Swiss PGA Committee in Education and recently completely the MSc in Sports Coaching at the University of Birmingham. I invested a lot of time and money in visiting many renowned coaches and the PGA position afforded me the opportunity to spend time with so many experts, some of which are still personal mentors.

WHAT IS THE BEST PIECE OF ADVICE YOU’VE BEEN GIVEN? Whilst in the US, someone asked me years ago how much of my yearly profit did I reinvest into myself and my business. My answer was zero but that changed very quickly thankfully. Now I spend a good deal of time and resources on myself and my staff and it has been the reason for the ongoing success. One factor, I now try to understand when talking to potential staff, how liekly they are to take action on their own development.

WARNER’S WISE WORDS Russell Warner is one of the most highly qualified golf coaches in Switzerland. A Fellow of The PGA, he completed an MSc in Sports Coaching in 2019 and is also a Swiss PGA Advanced Professional.

WHAT IS YOUR CURRENT ROLE? I have to wear many hats. As business owner, I try to keep a long-term plan of growth and I am learning to delegate to those with better skills sets, such as marketing and accounting. As a head professional, I work closely with the club, developing hugely successfully weekly programmes that fuel participation and create a friendly social golfing community within the club. We also spend a lot of time on course with recreational golfers. Most practice little, so it makes more sense to create learning in the context they are used to. I enjoy creating programmes for people who have a more long-term vision. Firstly, we try to measure skills with stats. Understand movement patterns with a multitude of technology and then bring it together with understandible activities and actions that the client can engage in, in their own time. These clients range from playing

professionals to new golfers and concentrate on their individual needs, goals and time they have available for the sport. I also have two roles within the national federation. Together with my fellow employee, we run camps, performance days and tournament support for the top playing professionals and transitioning amateurs. Here we try to support the tough step to professional golf and be critical of all actions and behaviours to ensure they have the best chance of success. I also provide 3D analysis for many younger players to help guide their long-term development plan, working closely with other coaches. It is a challenge to keep changing the hats, but always having the other parties’

WHAT IS THE BEST PIECE OF ADVICE YOU WOULD GIVE? I am going with two: 1. Think about and understand the needs of the person you are coaching or even serving in a shop or club. Why are they there? Why do they play golf? What is going to have the biggest impact on them? It’s not always technique. If you are coaching coaches, then what are their needs? I have come across so much Coach Education that has been on highlighting what the presenter knows rather than addressing the learner. 2. Maintain relationships. People will want to spend time and money with you because of who you are and not just what you know. THE ONE THING YOU WISH YOU’D KNOWN EARLIER? I wish I had learned the ability to plan and stick to it. I still struggle to make and stick to plans but I know when I manage distractions, I do I get more done, have more success and also have more time for myself.

May 2021

www.pga.info

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