The PGA Professional - October 2018 by The PGA

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

Volume 14 Issue 10 October 2018

RYDER CUP VICTORS Golf celebrates Europe’s victory in Paris

NEW YEAR’S REVOLUTION

Rules of Golf changes explained

BUILDING YOUR BRAND ON TWITTER

Golf Equipment Solutions Golf Equipment Golf Equipment Solutions Solutions

Finca Cortesin, Spain Finca Cortesin, Spain Finca Cortesin, Spain

Follow the Leader Follow the Leader Follow the Leader

@ToroGolf @ @ToroGolf ToroGolf or visit toro.com/golf or visit toro.com/golf or visit toro.com/golf

Carnoustie Golf Links, Scotland Carnoustie Golf Links, Scotland Carnoustie Golf Links, Scotland

Terre Blanche Hotel Spa Golf Resort, France Terre Blanche Hotel Spa Golf Resort, France Terre Blanche Hotel Spa Golf Resort, France

St Andrews Links, Scotland St Andrews Links, Scotland St Andrews Links, Scotland

EGCOA EGCOA EGCOA P R E F E R R E D S U P P L I E R P R E F E R R E D S U P P L I E R P R E F E R R E D S U P P L I E R

O C T O B E R

CONTENTS

The

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

F E AT U R E S

20 The Ryder Cup

Europe claim their sixth successive win on home soil Key rule changes for 2019 aim to making them easier to understand and the game more accessible

Marketing: Antje Derks

Editorial assistant: Kelly Lewis Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Yvonne McPhillips (recruitment@pga.org.uk) Photography: Getty Images, Adrian Milledge Design: Barbara Stanley PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2018 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA, the Crest and PGA Pro – the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

24 The Rules of Golf

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

2 0 1 8

More golf please – we’re women!

We share more case studies and insight from successful PGA Professionals

INSIDE THE PGA

7 8

An update on the changes around training and education

PGA News

Key stories from The PGA and the Regions

15 Tournament Previews And Reviews

The Lombard Trophy and WPGA Lombard Trophy, WPGA International Challenge, SkyCaddie PGA Pro-Captain Challenge

53 Coaching Opinion

Designing optimal golf practice environments

60 Your PGA Membership Benefits

International conference, great offers and more

64 Situations Vacant

Job opportunities from around the country

R E TA I L I N G

32 Trade News

New products and personnel changes

37 Retail Watch

3 words for retail stardom in October; PLUS: Deal or no deal – could a Black Friday sale work for you?

41 Fashion

Golf footwear has come of age

T R AV E L

46 Ramp Up Your Coaching Revenue

Hosted breaks can be a lucrative addition to your business

48 Top Travel Picks

A look at late-summer travel to Spain in 2019

49 Destination guide: Costa de la Luz

The Spanish region with great value-for-money golf

Volume 14 Issue 10 October 2018

MARKETING

56 Marketing RYDER CUP VICTORS Golf celebrates Europe’s victory in Paris

NEW YEAR’S REVOLUTION

Rules of Golf changes explained

BUILDING YOUR BRAND ON TWITTER

Front cover: Ryder Cup victors p20

The PGA Professional

| October 2018

Content is king: improve your content creation and marketing strategy

59 Your brand

How to build your brand on Twitter

www.facebook.com /thepga

www.linked.com/company/ professional-golfers-association

www.twitter.com /thepga

www.instagram.com /thepga

Building stronger business relationships

Helping the golf industry do business

Centenary House, The Belfry, Sutton Coldfield, West Midlands B76 9PT www.pga.info ÂŽ PGA and The Heart of Golf are registered trademarks of The Professional Golfersâ&#x20AC;&#x2122; Association Limited.

THIS MONTH FROM THE CHIEF EXECUTIVE

An education journey Education is a key pillar of the Association’s work. This applies at whatever stage of a Member’s career, from trainees through to qualified Members. We listened carefully to the comments and feedback from last year’s Member Survey around our education offering and this month Paul Wiseman, our Executive Director – Education will update you on the progress being made. Robert Maxfield, Chief Executive

arrived at The PGA in January following the retirement of Dr CPD running alongside in Kyle Philpotts after his 18 years leading the National Training its shadow. Our vision is to Academy. On arrival I must admit to feeling a bit like David broaden this focus so that the Moyes when replacing Sir Alex Ferguson as manager of Manchester training programme is seen as United and felt somewhat daunted by following in Kyle’s footprints one step along an educational and taking on the responsibility for the overall leadership of the journey which offers relevant PGA Academy. Fortunately, I was able to draw from my experience high-quality information, advice of 30 years in education; including secondary schools, local and guidance throughout the education authorities and higher education, and have settled in well. career of a PGA professional. Prior to my arrival at The PGA I was aware of the ‘world leading’ As a result, we are currently in Paul Wiseman, status of the training programme which includes a Foundation the process of restructuring our Executive Director – Education Degree as a component part. However, it was apparent from the Member education team so that outset that concerns existed by some Members as to the seemingly it can develop an extensive CPD offer which is sorted into ‘topic over academic focus of the training programme (expressed within areas’, ‘levels’ and suggested ‘pathways’. the recent ‘Educational Review’). This We will also be introducing a viewpoint perhaps fails to recognise the number of ‘top up’ degree options by true purpose of a Foundation Degree September 2019 with a number of the practical aspects of which is a combination of both academic partner universities. As part of this and vocational elements. being a ‘PGA Professional’ restructure and also from the results of Despite the strengths of having an the member survey we are also looking must always be central to at a number of options in relation to academic element within the training programme the practical aspects of the work at The Academy CPD accreditation and the awarding of being a ‘PGA Professional’ must always This may initially simply lead with its academic content points. be central to the work at The Academy to increasing the ways in which points always being applied to with its academic content always being can be awarded, to self-certification by applied to the practical ‘business of golf ’. members and perhaps ultimately the the ‘business of golf’ This practical application is facilitated removal of the points-based system. It primarily through the ‘PGA tutors’ and will be interesting to hear your views at ‘training professionals’ who provide the next round of regional meetings. the context together with a wide range of opportunities for their The reason I applied to work for The PGA was to be associated respective trainees. It is this role that is of central importance to the with one of the most iconic organisations in sport and work within successful delivery of the programme and we are keen to explore a training centre and team that is justifiably recognised as world ways of offering more support in the future. We are also currently leading. It is now my job and those who work in the Academy to working on streamlining the Foundation Degree to reduce volume, ensure that this continues well into the future. whilst maintaining standards, and by association the number of assessments that students will have to undertake. We are also going to be introducing a new module which focuses solely on the practical aspects of working as a PGA Professional. There is, however, a danger that the training academy can be Paul Wiseman seen as focusing almost exclusively on ‘pre-membership’ with Executive Director – Education

‘‘

The PGA Professional | October 2018

News Travel more with PGA One Golf Network PGA PROFESSIONALS will gain more opportunities to organise and promote golf travel trips following PGA One Golf Network’s new partnership with Golf Tourism England (GTE). PGA One Golf Network, the new golf club marketing, golfer loyalty programme and tee time distribution company, will encourage greater growth of visitor income into English golf clubs. The move will see additional member benefits, improved digital capabilities through the GTE website, development of the established 37 Golf Tours in England, bookable inventory and enhanced offers, all designed to aid the promotion of England, both domestic and

internationally, as a key destination for golf travel. The communication channels of PGA One Golf Network will enable GTE to showcase the outstanding variety and quality of English golf clubs to a much broader audience and help stimulate greater activity. Add in PGA Professionals, and the expertise and customer experience enhancements they can bring to the offer, and the combination of the ‘brands’ will help deliver focus on

tourism, and more generally visitor income, as a key revenue stream for English golf clubs. Andrew Cooke, the founder of GTE, commented; “I’m delighted to be partnering with PGA One Golf Network. They are an ideal partner for GTE, as we will have access to their technology, marketing expertise and a network of PGA Professionals working with us to develop the golf tourism product in England. “This is a hugely positive evolution for all the leading golf club, resort managers who had the vision to support the development of an organisation committed to the bigger picture of promoting England as a golf destination.”

Travel company is in safe hands with Trowler THE FUTURE of one of the most The American Golf Holiday has John and Alison Cooper with Craig Trowler popular and well-respected arranged hundreds of Pro-Am golf holiday companies is in Tour events in the USA, including good hands after Craig Trowler Augusta, the home of The Masters, officially took over the reins of The and Pebble Peach, which will host American Golf Holiday. the 2019 US Open. Formed by John and Alison Trowler continued: “The big sell Hooper, the Southampton-based to PGA Members is that we give company have been offering pros an opportunity to play at tournament golf holidays and some of the best courses around tailor-made packages to some of the finest course in the world in the same conditions as some of the PGA America for 25 years. Tours stars, that’s the big sell. Each year John and Alison organise between “I want to galvanise more pros to get involved and 5-7 trips to the states, with thousands of PGA looking ahead I want to expand out to Europe and Professionals enjoying the ride. beyond. I want it to be the tour you go on to play one One of those is Trowler, who after taking teams of these venues. I want it to have the PGA name to it. to a number of the company’s overseas pro-ams, “I want to build on the events we already have and approached John and Alison about taking over the add more in the future but to begin with my initial business. goal is to maintain the standard we already have.” “I’m excited about the opportunity and I can’t John and Alison will continue to assist Trowler wait to get going,” said Trowler, a qualified PGA during the transitional period before taking a back Professional for 13 years. seat and enjoying their retirement. “The reason I first did a trip from a selfish John added. “Craig has been a customer of the perspective was because I wanted to play the pro-am tour for a number of years and it’s quite courses, but I was able to see how much attention to an easy decision for Alison and I to pass it on to detail John and Alison put in; it’s just the most perfect someone who cares about the company and can take golf holiday.” it forward.”

www.pga.info

News PGA Annual Lunch – Manchester

The victorious Ireland team made up of Jimmy Bolger (Kilkenny GC), Brian Cosgrove (Killeen GC), Donal Gleeson (Old Conna GC), Stephen Hamill (Lisburn GC), Peter Jones Coollattin GC), Cian McNamara (Monkstown GC), James Quinlivan (Mullingar GC) and David Ryan (Cahir Park GC).

Irish blow Partnership Trophy rivals away IRELAND HAVE become the first team to retain TGI Golf ’s Partnership Trophy, in association with Callaway and Callaway Apparel, following a stunning victory at a blustery home of golf. The Irish came out victorious following two days of matches between the nations of TGI Golf at St Andrews. They beat England & Wales by three-and-a-half points, leaving the host nation Scotland in third a further five points behind. The Partnership Trophy pulls together three teams to represent the home nations – Ireland, Scotland and England & Wales – to decide who rules the roost in the group. Competing over the Jubilee Course and the stunning Castle Course, eight Partners from each nation competed in fourballs followed by singles to see who would walk off with the trophy. Following the fourballs it was England & Wales who led the way with six points. The PGA Professional

| October 2018

However, this deficit was swiftly overturned during the singles, which saw competitors playing a three-ball medal with three points for the win, two points for second and one point for finishing third. David Ryan, PGA Professional at Cahir Park Golf Club, is the only player to compete in every Partnership Trophy event so far, winning twice with Ireland. He said: “It’s like a mini-Ryder Cup, three days of great fun and camaraderie with all the Partners from all the nations, you get to chat with other Partners from across the UK & Ireland to share ideas, find out what brands are working and what’s not, it’s just a great few days.” Each nation was made up of eight TGI Golf Partners, who qualified via two events in each country, which were skippered by three of the group’s retail consultants – Peter Smyth (Ireland), Paul McGregor (Scotland) and Chris Taylor (England & Wales).

ENGLAND RUGBY World Cup winner Matt Dawson (MBE) will be the guest speaker at the PGA Annual Lunch held in Manchester in December. Dawson was a key member of the England team who won the World Cup in Australia back in 2003. He went on to represent his country 77 times and also represented the British and Irish Lions on three tours. Billy Foster has also been announced as a speaker for the event at The Midland Hotel on December 14, 2018. Foster has caddied some of the world’s greatest golfers including the great Seve Ballesteros, Sergio Garcia and Tiger Woods. Making his debut as host for the afternoon is Andrew Cotter, one of the most recognisable voices in sports broadcasting. A leading commentator for the BBC’s coverage of golf, rugby, tennis and athletics, Cotter has covered many major events including The Masters, The Open, the Ryder Cup and Six Nations rugby. As always, the lunches will raise money for the PGA Benevolent Fund that helps PGA Members who have fallen on difficult times. Tables for 10 or 12 guests are available priced £720 + vat and £864 + vat. Individual places are also available at £72 + VAT. For more information or to book your place at the PGA Annual Lunch in Manchester telephone 0161 941 4535 or email lisa@ptevents.co.uk.

News Quinn growing the game in Essex AARON QUINN is using his PGA Professional status to help support the growth of the game in Essex. The 35-year-old finished the PGA Diploma in 2005 and after seven years of coaching and playing, he enrolled on a Sports Science degree at the University of Essex. Quinn completed his studies while also maintaining a coaching role at The Rayleigh Club. After graduating with First Class Honours, Quinn accepted a role at South Essex College as a lecturer in Sports Science.

Aaron Quinn and a selection of students pictured in their new PUMA sponsored kit.

“My experience and ongoing role as a PGA Professional provided me with invaluable experiences that I was able

Btec National Diploma in Sport and Exercise Science at

to bring to the classroom,” Quinn commented.

an Ofsted-rated ‘Good’ college.

Upon completed on his post-graduate degree in

Quinn added: “I have set about the journey of filling

education, Quinn founded the South Essex College Golf

what I believe to be a void in the pathway of young,

Academy in 2017.

talented golfers in Essex.

“I felt I was in a unique position of being able to set

“The void being that between the ages of 16-18 these

up a fully funded and bespoke golf and education

young golfers are legally required to be in education,

programme through the college, while utilising my PGA

but wish to spend more time on their golf than when

affiliation at The Rayleigh Club.”

they were at school.

The students, aged between 16 and 18, enjoy two hours

“I really believe I am helping to support the growth

of PGA coaching every week, as well as personalised

of the game in my county by ensuring young golfers,

strength and conditioning programmes, nutritional

no matter their social economic background are able to

advice, weekly fixtures, trips to tour events and PUMA

access a high quality golf and education programme.

clothing.

“None of this would be possible without my PGA

All this while continuing their education towards a

training, membership and affiliation.”

Manchester range inspired by football World Cup BOOMERS AND Swingers, the Manchester Driving Range owned by PGA Fellow Professional Nick Solski, is taking a fresh approach to sponsorship after seeing the best practices of those used in Russia during the football World Cup. A number of sponsors were scared off ahead of the World Cup due to the negative publicity surrounding Russia before the event. This saw a shift in the change of approach by the commercial sector in Russia, who turned their attention towards small and medium-sized sponsors. This increased the total income and widened the 10

market of companies who could afford sponsorship. Boomers and Swingers has adopted the same approach and Solski will be hoping to increase the number of visitors to the facility, which has already seen growth of above 25 per cent over the past two years. He explained: “We are looking to attract 14 individual bay sponsors who will have the opportunity to decorate the bay in their chosen style and offer prizes to those golfers who choose to participate in the individual competition of each bay.”

With the focus on targeting specific audiences at specific times, Solski believes the potential benefit lies completely within the imagination limit of the sponsor. He continued: “We had a local independent wine shop trial this for a month and they offered Prosecco as a prize when we had ladies night, gift vouchers for adults when the kids lessons occurred and mixed premium ales during guys supervised practice nights. “I see the potential for range ball sponsors, and if a company wants to provide a logo’d tank, we would happily place it out on our field!” www.pga.info

News Disney up for local coaching award STUART DISNEY says he feels honoured and humbled after being nominated for the Participation Coach of the Year accolade at the Somerset Activity and Sports Awards. The award goes to a person who shows an outstanding contribution to getting more people starting, staying and succeeding in sport. Stuart has implemented a variety of initiatives since joining The Mendip Golf Club 18 months ago. The Somerset club had no junior section before his arrival and no pathway for golfers from the community to find a way into the club. “There was no structure in place,” Stuart explains. “I started by developing a junior academy on Saturday mornings and I also created a get into golf pathway, as well as trial memberships at the club. “We went out into the local community, to fetes and schools and now we have almost 50 junior members, a fully booked adults pathway and a golf access programme for adults and juniors. “We opened the door for opportunities and people are flocking in to see what we’ve got to offer. We are trying to put ourselves at the heart of the golf club and make the club more inclusive.” Disney will find out if he is a winner at a special

McIlroy makes kind donation PAUL GRAY has heaped praise on Rory McIlroy after the four-time major winner made a generous donation to Holywood Golf Club which will attract more people to the Irish venue. Gray, general manager of Holywood based just outside Belfast, spoke to McIlroy back in 2015 about his plans to reach out to new audiences by building a new fitness studio. The plans included extra teaching space for Gary and his team. He revealed: “If the club was to break free from the middle of the road club it had to do something different, it had to attract more people than just golfers.” McIlroy took an interest in Gray’s proposal and offered to pay towards half of the £1.5million project. Work at the club started in April 2018 and is due to be complete in March next year. Gray added: “Rory has a passion for golf, for fitness, for growing the game and for Holywood, I think that is hugely admirable.” 12

Somerset Activity and Sports Awards ‘Participation Coach of the Year’ nominee Stuart Disney

awards evening held at Somerset County Cricket Club in October 19. “It would be an honour to win the award,” Disney admitted.

PGA National Properties to attend International Golf Travel Market THE PGA hosted four of its PGA National Properties at the International Golf Travel Market in Slovenia this month. Representatives from Aphrodite Hills (PGA National Cyprus), The Oaks (PGA National Czech Republic), The Belfry (PGA National England) and Antalya Golf Club / Kempinski The Dome hotel (the PGA National Turkey) exhibited as a group under the PGA National Properties brand at the event from October 15-18. The PGA National brand is only used for one golf property per country and is associated with some of the very best facilities worldwide. Guy Moran, Head of Property and Development said: “Each facility represents the very best in golf and hospitality in their country and we wanted to provide them each with a platform to engage with their travel buyers retaining their own facility identity but simultaneously emphasising their part of the PGA National Properties group, of which we are tremendously proud.”

www.pga.info

News Crown Golf’s junior success

Photo: Duncan Soar

Crown Golf coach Luke Walker

WHEN TWO of your junior teams are ranked among the top three in the country, you must be doing something right. Crown Golf’s three-man junior teams sent by St Mellion International Resort and Sunbury Golf finished joint second at the 2018 England Golf Champion Club finals. Both teams are the product of intensive junior golf programmes at Crown Golf’s 21 venues, which between them have over 1,000 junior members. Two PGA Professionals have played a key part to Crown Golf’s success. Jason Avery is the PGA Teaching Professional at St Mellion International Resort He said: “Our three boys Ryan Gregory, Jamie Palmer and Harry Taylor have inspired the whole of St Mellion. Finishing second in England while representing Cornwall was beyond everybody’s dreams.

Cox sends five to World Long Driving finals LEE COX sent five of Europe’s premier monster-hitters to last month’s 2018 Volvik World Long Drive Championships in Oklahoma, USA. The Shire London-based long drive specialist is renowned as one of the best long-driving coaches in Europe. Double world champion, Joe Miller, plus Scottish ace James Tait, as well as European number one Martin Borgmeier and up-and-coming Essex 21-year old Tyler Dangerfield all qualified for the Open category in the 2018 world championships after coaching from Cox. Irishman William Hunt-Tyrrell, another Cox pupil, qualified for the Masters (over-45s) finals. Cox also coached disability golf star Mike Gays to the World Amputee Long Drive Championship title earlier this year. “World-class long drive specialists like Joe, Mike and the rest all combine massive precision with an explosive power which is beyond the reach of most golfers, but there are common factors which everybody can learn from – male or female, and whatever age you are” said Cox, a 48-year old PGA Fellow Professional. “Given time I can help any golfer to add at least 10mph to their swing speed, which means roughly 20 yards extra off the tee. And often, the results can be even more startling.” He continued: “To compete at world level in the Open category you need to be swinging at around 150mph, which only a few people in the world can do. “Male Tour golfers generally swing at around 113mph, in comparison, with club golfers swinging between 75 and 95 mph. But everybody’s golf swing is different, slow or fast. Adding a few miles per hour, even for a senior golfer, can make all the difference out on the golf course.” Cox normally accompanies his pupils to the States for the World Finals, but this year he had to stay at home – for a family wedding.

“For a coach, it is great to see that they could take what they learnt at St Mellion to perform brilliantly away from the comfort of their home club. Speaking about the secrets of Sunbury’s success with juniors, the club’s Golf Development Professional, Luke Walker, said: “We’re amazingly proud of them, and as one of their long-time coaches I found their success at England level to be incredibly fulfilling.” A third Crown Golf team, from Chesfield Downs Golf Club, also made the finals as the Hertfordshire representatives. The club’s Golf Development Professional, Jo Oliver, revealed: “It’s important to constantly move juniors forwards as regards skill levels. We start coaching them as early as five years old – although for the youngest it is crucial to keep it fun and family-orientated.”

The PGA Professional

| October 2018

Lee Cox: one Europe’s best long-driving coaches hard at work

T O U R N A M E N T S

The Lombard Trophy Whetstone Park win The Lombard Trophy thanks to a final hole birdie, writes Adrian Milledge

hetstone Park pair Craig Shave and Phil Wright proved aptly-named as well as perfect partners in winning the Lombard Trophy at Pestana Vila Sol, Portugal. Their victory over Carden Park, who were represented by former European Tour player Garry Houston and his amateur sidekick, consultant orthopaedic surgeon Patrick Laing, was indeed a close shave. That it was secured by a nett birdie at the final hole on the resort’s Prime course confirmed Shave’s amateur partner was made of the right stuff. According to Shave, Wright, a 16-handicapper, was a bundle of nerves throughout the two rounds. However, when faced with that crucial putt on the par-four 18th, he became Mr Ice Man in the Portuguese sunshine. At that stage, both Carden Park, two holes behind, and Whetstone Park were on 12-under and Wright, faced with two putts from six metres to secure that all important nett birdie, left the first inches from the hole for a tap-in. Carden Park had their own birdie opportunities to force a play-off and Houston was left to ponder what might have been had his putt on the 17th dropped into the hole as opposed to embarking on a frustrating tour of its rim. All of which meant the Leicestershire Near miss: Garry Houston’s putt on the 17th refuses to drop

Below: The way ahead: Phil Wright (left) and Craig Shave weigh up a shot Perfect partners: Craig Shave (right) and Phil Wright with trophy

lads had ended up a shot clear of their rivals from Cheshire after starting the final pursuit of the £12,000 first prize on five-under, three strokes behind them. WINNING Dukinfield and Worldham Golf Clubs had also ended the first round of the tournament supported by Pestana Hotels and Coca Cola on eight-under and Shave felt winning was beyond him and his partner. “We thought if we could get to 12 or 13-under we might scrape into the top three,” he reflected. “So it’s a surprise to win at 13-under.” Shave, a winner of Order of Merit

events in the PGA Midlands region and victorious in last year’s PGAs of Europe La Manga Club IV Pro-Am, also admitted this was the highlight of his career to date. “This is my biggest and most prestigious win by far,” he added. “It’s unbelievable. It’s been a great week for both us. “Phil has really enjoyed it, has been great company and the tournament has been staged at a fantastic venue and run superbly.” “As for the secret of our success, we get on, have a laugh, and there are no apologies. We just crack on and get on with it. We gelled well – when I had a bad hole Phil was there and vice versa.” Leading scores

The PGA Professional

| October 2018

Whetstone Park

131

(-13)

Carden Park

132

(-12)

Piltdown

135

(-9)

Worldham

135

(-9)

T O U R N A M E N T S

WPGA Lombard Trophy Ormskirk win WPGA Lombard Trophy at third attempt, writes Adrian Milledge.

lison Gray and retired dentist Pat Johnson bridged a three-year gap at Pestana Vila Sol, Portugal, to ensure the name of Ormskirk Golf Club was finally engraved on the WPGA Lombard Trophy. Gray has played in every final of the competition since it was launched, finishing third in 2016 and fourth last year. “Third time lucky,” she beamed after the pair completed the final hole on the Algarve resort’s Prime course without mishap to win the tournament. There was nothing lucky, however, about the victory in the £7,800 event which is supported by Pestana Hotels and Coca Cola. Successive sub-par rounds for a four-under-par total of 140 are testament to that. Likewise, the way Gray and her partner, a recent convert to golf from hockey with a handicap of 27, repelled the challenge of Leeds Golf Centre and Beau Desert Golf Club. Ormskirk had begun the second round a shot clear of Leeds pair, PGA pro Eleanor Robinson and Marise Richford, and ended it two ahead of Beau Desert. The latter’s pairing of 1997 US Women’s Open champion and Solheim Cup player and captain, Alison Nicholas, and her amateur partner, Pam Bailey, posted the round of the tournament. But their five-under-par 67 was not sufficient to repair the damage done by their opening three-over-par round of 75. Neither did it trouble the eventual winners. Until they imploded on the back nine after reaching the turn a shot shy of 16

Third time successful: Pat Johnson and Alison Gray (with hat)

Ormskirk, Leeds Golf Centre posed the bigger threat. Ormskirk, meanwhile, adopted a Faldoesque approach to claim that hitherto elusive success and signed off with nine successive pars. “We were very consistent,” said Gray. “I didn’t make many birdies but there were plenty of solid pars.” Playing a part in those solid pars were some new TaylorMade irons courtesy of a small wager on fellow PGA pro and Staysure Senior Tour winner David Shacklady and Gray’s long-serving caddy, friend and Ormskirk member, Yvonne Brown. CACK-HANDED “David got me started in golf when I was 15,” Gray recalled. “I was cack-handed and held the club the wrong way. He sorted that out and helped me with my game. “We’ve known each other ever since and

I’ve followed his progress on the Senior Tour. I saw that he came fifth in the Staysure PGA Seniors Championship at the London Club last month and was 75 to one to win the next event, the Russian Open. “I don’t usually bet but I put a fiver on him and he won – that paid for the clubs! “As for Yvonne, we play about three times a week at Ormskirk and she’s caddied for me for four years. She knows my game inside out and I couldn’t have done this without her. “She’s been here with me in all three finals so it’s brilliant to finally win, to obviously have played well and had a fun week with my amateur. And it’s great for ladies golf to be here competing alongside the men. “It’s an excellent week in all respects. It’s a fun week but you still get nervous because you want to do well for yourself and not let your amateur down.” Johnson, for her part, did not let her pro down but was indebted to the support she received from team Ormskirk. “I only took up the game four years ago,” she said. “It’s been a rapid progression in a way and it’s all a bit surreal. “I feel so lucky to have been here and had a crack at the course. Ali was so supportive, as was Yvonne, and my husband who caddied for me and kept me calm. I’ve had a lovely time.” Leading scores Ormskirk Golf Club

140

(-4);

Beau Desert Golf Club

142

(-2);

Leeds Golf Centre

143

(-1)

www.pga.info

T O U R N A M E N T S

WPGA International Challenge De Roey ends three-year trophy famine at Stoke by Nayland, writes Adrian Milledge.

anon de Roey ended a three-year quest for her first tournament victory as a professional by winning the WPGA International Challenge at Stoke by Nayland Hotel Golf & Spa. But in doing so, the 26-year-old from Belgium had to survive a searching examination from Lydia Hall, the defending champion. All of which resulted in the two engaging in an enthralling duel in the Suffolk sunshine. Hall had won the tournament at the same venue 12 months beforehand by prevailing in a sudden death play-off against Ines Lescudier of France. So there was an unmistakeable sense of déjà vu after Hall birdied the par-three 18th on the Gainsborough course to tie the 54-hole scores at 11-under. Back up the 18th they went but this time there was to be no happy ending for the 30-year-old from Wales. The confidence she displayed in sinking the putt that forced the play-off seemed to evaporate as she missed a much shorter one for par. De Roey, by contrast, held her nerve to hole from a metre and claim the €5,600 first prize and, more importantly, that hitherto elusive first tournament triumph. She had admitted before going into the final round a shot clear of Hall and two ahead of England’s Felicity Johnson that

Dogged opponent: Lydia Hall

The PGA Professional

| October 2018

Going for glory: Manon De Roey

Mission accomplished

there had been a couple of occasions when she was found wanting at the business end of a tournament. Clearly, however, those memories failed to haunt her this time as Hall proved a dogged and relentless opponent, especially on the back nine. The two-shot advantage De Roey had at the turn became three as Hall bogeyed the par three 11th but her response of three birdies on the bounce restored parity. Two of the birdies were inches away from

becoming potential tournament changing eagles but De Hoey remained unfazed in the face of her pursuer’s birdie blitz. Outwardly that is. Inwardly, however, she admitted the nerves began to jangle. “I was a little nervous over the last two holes,” she said. “I was actually less nervous on the play-off hole than I had been on the last actual holes. “I just had to play my own game – I was bogey-free which was good. “I’ve been playing well for the past couple of weeks so it was just a matter of it coming all together and this week it did. “Lydia made me work for it, which is how it should be. It was a great match.” Leading scores M De Roey* (Belgium)

205

(-11)

L Hall (Wales)

205

(-11)

F Johnson (England)

208

(-8)

E Nilsson (Sweden)

210

(-6)

*Won in a play-off

T O U R N A M E N T

P R E V I E W

SkyCaddie PGA Pro-Captain Challenge

Participation in the SkyCaddie PGA Pro-Captain Challenge final will be a familiar experience for one pro but a new one for another, writes Adrian Milledge.

teven Tomkinson will be making his second appearance in the final of the SkyCaddie PGA Pro-Captain Challenge next month but any similarities between the locations, aside from 18 golf holes, are purely coincidental. Tomkinson, the head PGA Professional at Otley Golf Club in Yorkshire, played in the competition’s final in 2005 when it was contested in the heat of the desert at Riffa in Bahrain. This time the culmination of a competition that is sponsored by SkyCaddie and supported by Golfplan will be closer to home and, given the time of year, in a milder climate. Tomkinson, his partner, and the nine other pairs vying for a portion of the £22,000 prize fund will head for Arabella Golf on the Spanish island of Mallorca. Tomkinson and his partner, Otley Golf Club captain Andy Harm, booked their place in the final as a result of posting 39 points in the Stableford format qualifier at nearby Headingley Golf Club. They finished level with four other pairs after being among the first to tee off in windy conditions and, much to Tomkinson’s surprise, won on countback.

Arabella Golf

“Never in a month of Sundays did we think we’d hold on to the lead,” he said. “It was so windy, brutal - we thought we’d drawn the worst of the conditions, but we were delighted to win it on countback. “I have played in this final before, when it was in Bahrain. But this is the first time I’ve done anything like this since.” When Tomkinson teed off in that final 13-years ago, one of the other clubs competing in this year’s showpiece was barely a twinkle in its founders’ eyes. Lakeside Golf Club in MontSteven Tomkinson gomeryshire, Wales, did not come

Lakeside (Steve Owen, left, and Grant Edwards)

into being until 2009 and this year marks the first time the club has entered the competition. Represented by PGA pro Grant Edwards and club captain Steve Owen, Lakeside amassed 45 points to win the qualifier at Dunham Forest Golf Club. But, having done so, the pair did not realise they had secured their place in the final. “It’s the first time we’ve entered, I’d mentioned it to previous captains and it didn’t quite work out,” said Owen, a 14-handicapper who has been a member of the club since day one. “We didn’t realise we would be able to qualify for Mallorca by winning here. “I think we assumed there’d be another round to get through - but there was one space available and we got it, so that was unbelievable. “We were hoping for a good day but it went much better than expected. We’re a new, young club and we’ve achieved this within 10 years, so that’s quite good. We’ll certainly be supporting the competition from now on.” www.pga.info

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The legacy lives on What was billed as a one sided Ryder Cup with Europe facing a formidable US line-up turned out to be perfectly scripted against the superb backdrop of Le Golf National, with its own fairytale ending. The Ryder Cup legacy lives on after another enthralling episode. Jane Carter reports.

hey said it couldn’t be done. They arrived in Paris the underdogs, facing the strongest American team in recent history. Their Captain’s picks were out of sorts. Tiger Woods, having achieved a remarkable victory just days before was the talisman of the US team. The Americans were as one.

After the first morning’s fourball play, the doom mongers sounded even more convincing as Europe slipped to a two-point deficit and the stats that the last time a team came back from a two-point margin was Europe in 1985 rang round the media centre. But who cares about the statistics. Team Europe won the Ryder Cup for the

sixth successive time on home soil, defeating the United States 17.5 to 10.5 at the Golf National Paris. It was a remarkable victory by any standards and one that sent the record books into overdrive Europe’s Captain’s picks proved Bjorn’s faith, with Sergio Garcia becoming the most successful player in Ryder Cup history

T H E

R Y D E R

C U P

That’s my boys – Bjorn heaped praise on ‘his’ 12 men

with 25.5 points and every pick earning at least one point, a total of 9.5 between them. Jim Furyk’s picks in contrast earned just two points, both by Tony Finau and rather than the talisman, it turned out to be Tiger Woods worst Ryder Cup performance ever, surpassing his 0.5 return in 2012. Spearheaded by the pair of Tommy Fleetwood and Francesco Molinari who won all four of their matches together – and Molinari adding his singles point – Europe entered the Sunday with a commanding four-point cushion 10-6. The US threatened a comeback edging to within just one point as Justin Thomas and Finau claimed early victories against McIlroy and Fleetwood but Casey’s half with Koepka stopped the rot and Europe started to take control. It was fitting that the winning match came from Molinari against Mickleson after a concession on the 16th tee and as the roars cheered around the superb stadiumlike Golf National, the rest of the American side bowed to the superiority of their European rivals and the eventual score line was a commanding 17.5 to 10.5. All of Europe’s players won at least one point and Captain Thomas Bjorn paid tribute to the 12. The PGA Professional

| October 2018

PGA Chairman Alan White featured in the opening ceremony video

“I felt all along that this was good group of guys but when we got here on the Monday, we really got together. The way they have joined up as a team and been there for each other the whole week made captaincy pretty easy. I can’t describe how I feel about these 12. They have been amazing from day one and I am just so proud of them” Captain Jim Furyk put on a brave face and was backed by his team as having been a great Captain. “Hats off to what they accomplished this week. Thomas did a great job as Captain. Players on their team were some class acts, really gritty. They outplayed us and there is nothing more you can say.” Molinari and Fleetwood were an unbeatable pairing and set social media on fire with their ‘Molliwood’ double-act

Opposite page: The scenes on the first tee on the opening day were a stark reminder of the sheer size of the event and the worldwide following

T H E

R Y D E R

C U P

VIP EXPERIENCE FOR PGA MEMBERS THE PGA Members unit, situated beside the seventh tee, was the perfect place to relax, watch the action unfold on several television screens and engage with fellow PGA Members from around the world, while PGA staff ensured all Members were well looked after throughout the week. Here’s what a few of you had to say: Sian James: “It’s been brilliant. I’ve never been to a Ryder Cup so it’s excellent experience. It’s a very good watching course so you get to see quite a bit of action. We’ve got the PGA Members unit which has been a great spot to come and see everyone and catch up with a few old university friends and keep an eye on the golf as well. We’ve got some big screens in here so you can enjoy a few drinks and a bit of food while you’re watching.” Robert Liang: “We’ve been out quite a lot and seeing a lot of golf then coming back in to the PGA Members unit and having a few

drinks before heading back out and finding another spot. Having the PGA Members unit has made the whole thing so worthwhile for us. You can come in a relax for a bit, have a bite to eat, catch up wit what’s going on on the TV and then go out and find somewhere else to watch the golf so it’s been a great facility to have.” Robin Hughes: “I’ve been quite fortunate because this is my second Ryder Cup. I was lucky to be working at Celtic Manor when I was at university. It’s not quite the same as being there as a guest. It’s brilliant being able to see all of

the players that are here so I was very pleased to be able to get a free ticket through The PGA.”

Left to right – Matthew Davies, Yvonne McPhillips, Lucy Pinnell and Danielle Webb

Tom Bowen: “It was always a dream of mine to go to a Ryder Cup with my dad. Unfortunately my dad passed away earlier this year. Coming was something I’d always wanted to do and unfortunately it wasn’t with my dad but I was able to enjoy it with a couple of very good friends. As soon as I found out we could get tickets from The PGA, what better place to come to than Paris, France. A home Ryder Cup in France has a certain appeal to it so I’ve loved the experience.”

SWINGING INTO ACTION AT THE RYDER CUP

Left to right – Alan Bradshaw, Peter Ball and Jamie Cundy: The Swingzone pros were happy to pass on their knowledge to so many during the Ryder Cup

PGA PROFESSIONAL Alan Bradshaw has described working as part of a five-man coaching team at the Ryder Cup as a ‘dream come true’. Bradshaw, alongside fellow Great Britain & Ireland pros Jamie Cundy and Peter Ball, provided free 15-minute lessons at the PGA Academy in the Ryder Cup fan village. Alan Bradshaw used to coach at Le Golf National earlier in his career and admits it was an emotional return. “It’s a privilege and an honour to represent The PGA at the Ryder Cup,” said Bradshaw. “This course holds a lot of memories for me, I was based here in 1991 coaching a French international player. It’s lovely to return because I haven’t

been back since then. “It’s a great golf course and it’s a fantastic event. It’s a dream come true to coach at a Ryder Cup.” Jamie Cundy also experienced his first Ryder Cup and enjoyed the experience. Cundy commented: “People from all over the world attend a Ryder Cup to support Europe and America. It was great to see people of different nationalities coming together to watch golf. “It’s amazing how quickly you can change somebody’s golf within 15 minutes. People are very happy at the end and we get people leaving the Swingzone area with smiles on their faces.”

BEHIND THE SCENES – FACTS AND NUMBERS

Volunteers • Over 4,500 applications • 1,350 volunteers • Volunteers from over 50 countries around the world • Youngest volunteer is 18 • Old event in the following areas (excluding TV & Media): • 2,700 Catering • 65 First Aid • 1,050 Marshals & Safety Volunteers • 300 Car Parking & and Clubhouse Staff • 650 Police • 110 Agencies • 350 Merchandise volunteer staff • Infrastructure • 220 Mobile Offices/Store and Toilets loc 8th, 10th, 11th, 12th, 13th, 14th, 16th, 17th, 18th, East and West Villages and 4th & 14th Catering • 644 Event Flags • 25km Rope (approx) • 5,2 Europe and USA • 100 Courtesy Cars will be utilised • 9km Herras fencing installed • 16.5km Crowd control barriers used around the site in be utilised/ 11 megawatts of power • 3,800m2 Merchandise Tent is positioned by the main tented village • 500,000 Litres of water per day used • Media • 920 Accredited Media (approx.) • 295 Media Outlets • 27 Media representatives by country – from Argentina to Venezuela • Positions • 20 Radio Booths • 300 Media Interview Chairs • 80 Microphones on course • 36 High powered Fx/Comms Microphones • 140 T Temporary power for TV Compound • 30 Outside Broadcast Vehicles • 19,000m2 Area for TV Compound • 200 Territories covered • 620mil • 4,000 Orsay Park and Ride Spaces • 2,000 Satory/Versailles Park and Ride spaces • 2,000 Louveciennes Park and Ride spaces • 1,650 OnFrench fans • 100,000 fans travelled to Le Golf National by train • 34,000 cars parked at Park & Ride • 30,500 travel to LGN from Massy or St

www.pga.info

T H E

R Y D E R

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THE RESULTS FRIDAY 28 SEPTEMBER Fourballs Match

EUR

Points USA

Points

EUR

USA

J ROSE & J RAHM

T FINAU & B KOEPKA

1up

R McILROY & T OLESEN

D JOHNSON & R FOWLER

4&2

P CASEY & T HATTON

J THOMAS & J SPEITH

F MOLINARI & T FLEETWOOD

T WOODS & P REED

TOTAL

1up 3&1

Foursomes Match

EUR

Points

EUR

H STENSON & J ROSE

Points USA 1

D JOHNSON & R FOWLER

3&2

R McILROY & I POULTER

B WATSON & W SIMPSON

4&2

S GARCIA & A NOREN

B DeCHAMBEAU & P MICKELSON

5&4

F MOLINARI & T FLEETWOOD

J THOMAS & J SPEITH

5&4

TOTAL

OVERALL TOTAL

USA

SATURDAY 29 SEPTEMBER Fourballs Match

EUR

Points

EUR

S GARCIA & McILROY

Points USA 1

T FINAU & B KOEPKA

2&1

P CASEY & T HATTON

D JOHNSON & R FOWLER

3&2

F MOLINARI & T FLEETWOOD

T WOODS & P REED

4&3

I POULTER & J RAHM

J THOMAS & J SPEITH

TOTAL

OVERALL TOTAL

USA

2&1

Foursomes Match

“We were teaching a lot of people over from the UK, but also a lot of French people, Italian golfers, people from South Africa and Australia, so there was a great variety.” Peter Ball has past experience of working at a Ryder Cup having provided coaching lessons when the event was staged at The Belfry. He commented: “This event is very different. It’s a lot bigger and it’s become an international event. I can’t believe the amount of people and the infrastructure here now. “It’s an enthralling environment to work in. It’s great to see so many people want to try golf and improve their game. The coaches here are a pleasure to work with.”

EUR

Points

EUR

H STENSON & J ROSE

Points USA 1

D JOHNSON & B KOEPKA

2&1

S GARCIA & A NOREN

B WATSON & W SIMPSON

F MOLINARI & T FLEETWOOD

T WOODS & B DeCHAMBEAU

I POULTER & R McILROY

J THOMAS & J SPEITH

TOTAL

DAY 2 TOTAL

OVERALL TOTAL

USA 3&2

5&4 4&3

SUNDAY 30 SEPTEMBER Singles Match

EUR

Points

USA

Points

EUR

R McILROY

J THOMAS

P CASEY

B KOEPKA

J ROSE

W SIMPSON

J RHAM

T WOODS

T FLEETWOOD

T FINAU

I POULTER

D JOHNSON

2up

T OLESEN

J SPEITH

5&4

S GARCIA

R FOWLER

2&1

F MOLINARI

P MICKELSON

4&2

T HATTON

P REED

H STENSON

B WATSON

5&4

A NOREN

B DeCHAMBEAU

1up

SINGLES TOTAL

7½

SINGLES TOTAL

4½

FINAL RESULT

17½

FINAL RESULT

10½

USA 1up

Halved

Halved 3&2

2&1 6&4

3&2

dest volunteer is 82 • 11 different volunteer roles including both on course and off course positions • Staffing • 7,000 staff working during the & Ticket Control • 300 Cleaning Staff • 200 Scoreboard • 200 Tentage, Grandstands, Electrics, Interior, Floral and support services • 115 Hotel cated around the Golf Course • 1st Tee = Appox 6,900 seats • 10 Grandstands = 11,063 Seats • 18 Jumbotron Screens – on the 1st, 2nd, 5th, 7th, 250 White Stakes (approx) • 430 Plasma TVs • 356 Club Car Buggies will be utilised by TV/catering/construction workers/sponsors/Team ncluding park and rides • 9,500 Extension cables in use • 150 Telephone lines installed • 60 Generators producing 15,000KVA of Power will (approx) • 8,000 Hospitality meals served each Match Day (Fri – Sun) (approx) • 30,000m2 West Village Size • 51,000m2 Tentage is being • Approx. 1000 TV staff • 46 Media Centre volunteers • 275 Written Media Positions • 96 Photographers • 21 Photo Technicians • 104 Radio TV Cameras (live) • 24 HD Radio Cameras • 3 High Motion Cameras • 3 Super Slow Motion Cameras • 200 km of optical fibre • 2 MegaWatts llion Households watching • 30 On course TV towers • 5 TV studios • Transport • 270 Buses • 3,400 Toussus Le Noble Park and Ride spaces -site parking spaces • Fans • More than 270,000 fans attended The Ryder Cup week • Fans travelled from 90 different countries • 43% were t Quentin Stations • Approximately 620 million households watched The Ryder Cup on TV each day • 7% of fans attending were Americans

The PGA Professional

| October 2018

F E A T U R E

New Year’s revolution Changes that aim to make the Rules of Golf easier to apply and understand and the game more appealing and accessible for newcomers take effect on 1 January, 2019. Adrian Milledge discusses the key changes, the process that arrived at them, and how they will be publicised.

GA pros who work in golf clubs tend to be the go-to person to answer an eclectic and often bizarre assortment of queries from members or visitors. Answering questions about the weather, who won the 3.10 at Wincanton and the time the club’s bar shuts are all in a day’s work for a club pro. On a more serious note, they are also seen as the fount of all knowledge when it comes to the Rules of Golf. Which is why they could be inundated with enquiries on January 1, 2019 and for weeks afterwards. That’s the day when a process to modernise the Rules that was started by

The R&A and USGA in 2012 takes effect. Their aim was to make the Rules easier to understand and apply for all golfers and to help make the game more appealing and accessible for newcomers. The two governing bodies revealed the proposed changes last year but the finalised Rules, which were published last month, differ slightly. That’s because there has been an extensive review of the proposals that included canvassing and acting on opinions from members of the global golf community. Consequently, there have been four

‘‘

David Rickman, executive director – governance at The R&A

Photo: The R&A

‘‘

This is the biggest set of changes to the Rules in a generation and a major step forward in our efforts to make the Rules, and golf itself, more accessible and more in tune with the way the modern sport is played.

major changes to the initial proposals. This quartet comprises the Rules covering: the dropping procedure; the method of measuring relief; instances when the ball is hit twice; and when it is out of bounds. Other changes feature the elimination or reduction of several penalties, relaxed putting green and bunker rules, and rules designed to speed up the pace of play. It all adds up to the most significant changes made to the Rules in six decades and David Rickman, executive director – governance at The R&A said: “We are delighted to be rolling out the modernised Rules of Golf after a collaborative and wide-ranging review process which has embraced the views of golfers, rules experts and administrators worldwide. “This is the biggest set of changes to the Rules in a generation and a major step forward in our efforts to make the Rules, and golf itself, more accessible and more in tune with the way the modern sport is played.” www.pga.info

F E A T U R E

Key changes Dropping procedure The initial proposal was that golfers could drop from any height above an inch. This has been changed to knee height. From January 1st, 2019, golfers will now drop the ball from knee height in a relief area as opposed to shoulder height when taking relief.

order for scores to be submitted for handicapping purposes, the club should consult the Handicap System operated by the national golf union.

Accidentally moving the ball There will be no penalty for accidentally moving your ball on the putting green or when looking for it. A player is not responsible for causing a ball to move unless it is known or â&#x20AC;&#x2DC;virtually certainâ&#x20AC;&#x2122; he or she did.

The flagstick The flagstick no longer has to be attended or removed when making a stroke from on the putting green and there will be no penalty if a golfer hits the flagstick that has been left in the hole.

Measuring Relief The proposal to measure a relief area by 20 or 80 inches has been replaced by the longstanding measure of one or two club lengths. Golfers can use the longest club in their bag for measuring the relief area but not their putter.

Double-hitting There will no longer be a penalty for double-hitting a shot. Golfers will simply count the single stroke they took to strike the ball, rather than counting two shots for hitting the ball twice.

Out of Bounds As of January 1st 2019, club committees have the option to introduce a local rule providing an alternative to Stroke and Distance for a lost ball or a ball that is out of bounds. The purpose of the local rule is to allow a committee to provide an extra relief option that allows a player to play on without returning to the location of the previous stroke. This local rule is appropriate for general play where golfers are playing casual rounds or playing their own competitions among themselves. For guidance on when and how this local rule may be used in The PGA Professional

| October 2018

Spike marks Golfers will be allowed to repair spike marks as well as almost all other damage on the putting green. There is also no penalty for merely touching the line of play when pointing out a line for a putt. Thank you to Whittington Heath Golf Club member Ollie Read for his help with these images

F E A T U R E Penalty Areas (currently water hazards)

Searching for a lost ball

Water hazards have been replaced by penalty areas. Golfers can now touch the ground with their club in a penalty area and can move loose impediments or touch them without penalty when their ball lies in a penalty area.

The five minutes allowed to search for a lost ball has been reduced to three and will take effect as of January 1st, 2019.

Damaged clubs and balls

Bunkers Golfers can remove loose impediments in bunkers and will not be penalised for accidentally touching the sand with their club while waiting to play. However, grounding the club right in front of or behind the ball when playing the shot is still not allowed. An additional option for relief when a ball is declared unplayable in a bunker has also been added. This allows the player to drop the ball outside the bunker back-on-the-line and incur two penalty strokes.

A damaged club can continue to be used irrespective of how the damage occurred. However, a damaged club cannot be replaced during the course of a round if its owner was responsible for causing the damage. In addition, it is not permissible to change a ball during the course of a hole because it has lost its shape.

Stroke alignment A player’s caddy is not permitted to stand behind his or her golfer from the time a stance is taken until the stroke has been made.

Ready golf The R&A is encouraging the adoption of ‘ready golf’ in stroke play events and it is recommended in the Rules that golfers take no longer than 40 seconds to execute a shot.

The PGA will be conducting free to attend seminars, covering the main changes to the Rules of Golf, for PGA Professionals in November/December as well as an online webinar. Further information on dates and venues and how to register will be sent out shortly. Integrity and judgement Player integrity will be relied on to the point where his or her ‘reasonable judgement’ will be trusted on things like estimating/ measuring a spot, point, line, area or distance. 26

www.pga.info

F E A T U R E

Spreading the word

he changes to the Rules will be accompanied by a new Player’s Edition of the Rules of Golf. Launched alongside the modernised full Rules of Golf, the Player’s Edition is being published for the first time and provides a more concise and user-friendly version of the Rules for golfers at all levels of the sport. This version, which will serve as the primary publication for all golfers, features: • A more intuitive organisation with ten simplified topical groupings • A “Purpose of the Rule” description at the top of each Rule, to better define why the Rule exists • Easy-to-follow, full-colour diagrams and charts

In the region of two million copies will be distributed by The R&A around the world, all with the support of Rolex. The new book will be translated into more than 30 different languages.

Image: The R&A

• A simpler, more direct writing style.

★ A new Official Guide to the Rules of Golf is also available in digital, on website and app, and a printed version will be released in November. Designed for golf administrators and club officials, it features Interpretations on specific Rules (which replace the current Decisions) and includes the first jointly-produced Committee Procedures document providing practical guidance to Committees for running competitions and overseeing general play. Another key feature is the Modified Rules of Golf for Players with Disabilities. This document is released alongside the Rules of Golf and enables players with disabilities to play fairly with other players with the same or different types of disability and, importantly, with those without disabilities. The Modified Rules were developed in close consultation with the community of players with disabilities and disability organisations. All of the new books are available in digital formats on www.randa.org and through The R&A’s Rules of Golf apps. A range of explanatory videos and resources are available on The R&A’s website to enable all golfers to learn about the 2019 Rules. In addition, extensive educational programmes are being conducted around the world, with the assistance of national and regional associations, to ensure that golfers and administrators throughout amateur and professional golf are ready for the new Rules when they take effect on 1 January 2019.

Golfers are reminded that the current Rules of Golf remain in effect for the remainder of 2018. The Rules of Amateur Status and the Rules of Equipment Standards were not part of the review process.

The PGA Professional

| October 2018

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More golf please – we’re women! We Love Golf has identified that women who are learning to play golf are getting more out of the game than we ever anticipated. Here we look at what else we have learnt so far.

t’s only 6 months since The PGA launched its We Love Golf campaign. The original concept was a PR and social media campaign that would support The PGA’s commitment to developing the game of golf and help grow its Members’ businesses. From a basic starting point, the campaign has taken on a life of its own with the social media posts having reached more people than any other social media undertaken by The PGA. The support and insight that we have received from Members has played an incredibly valuable part in framing and developing our original ideas around female participation. We have interviewed dozens of PGA Professionals from across the UK and Ireland and their feedback has

enabled us to begin to understand what best practice looks like. In some cases, it’s not as we expected! NOT ALL THE SAME At the beginning of the project we touched on the fact that not all women are the same. That still rings true, but there are some common findings irrespective of age or any other determining factors. For instance, women tend to regard golf as a leisure activity. Golf falls in the same bracket as yoga, pilates, going to the gym, playing bridge and even running. This feeds back into the first important thing we learnt; most 21st century women don’t take up golf to become a golf club member. The good news is that if you can get a

woman to come to a golf club for the very first time, then the product you have on offer has some genuinely unique selling points – USPs. Golf is just as satisfying, fun and engaging as its competition, but what golf provides that most activities don’t is the chance to have a chat and make new friends while you take part. Members we have spoken to see this first hand and understand that friendship is often the most important part of the entire learning journey. A common misconception is that women aren’t serious about their golf. Once they start to learn, women want to play more golf and they want to be better golfers. As we touched on before they may not want to be golf club members or chase a handicap so the challenge is how we can keep women in

‘‘

Once they start to learn, women want to play more golf and they want to be better golfers

‘‘

www.pga.info

the game. Giving beginners and improvers more opportunities to play more golf will be one of the guiding principles for the next phase of the We Love Golf campaign. BACK TO THE GAME We also want to find ways to attract lapsed golfers back into the game. I am overwhelmed by the number of times women tell me that ‘time’ is the only reason they don’t play golf. We’d argue that there is no better way to spend a couple of hours than being with your friends, outside, having a laugh and getting fit without even thinking about it? If we can try and persuade women that golf is time well spent, then we might have cracked it! The great news is that although membership numbers are a worry to many, based on anecdotal evidence I am confident in saying that there are thousands of women across the UK learning to play golf with a PGA Professional. If Members want to grow their businesses, then this market is the easiest to access and will create the most loyal of customers. It will also create your future young stars because as we know, women decide what their children do in their spare time. The winter months offer the perfect opportunity to trial a womens’ beginner group session, not just because the dark nights give women a place to hide, but with less child-orientated activities to cater to, mums have more free-time! If you want to find out how other Members are making this work then all of the case studies we have pulled together are available to read in the Growing the Game section of www.pga.info. OFFER A TASTE The structure that works for many Members starts with a free taster session – open to all comers, followed by a 6-week course that leads into a transitional membership. If you have lady members, then get them involved. Also try and get the club to think about offering a 3-month winter membership which culminates in a We Love Golf New Year competition! Or if there are other PGA Professionals locally running similar The PGA Professional

| October 2018

#WELOVEGOLF Brand awareness There are plenty of people keen to get involved with We Love Golf.

Building the brand has included images of women golfers and their coaches up and down the country

sessions why not arrange a match? Whatever you do decide to do, please share it with us. The Facebook page www. facebook.com/WeLoveGolfPGA is a great resource for women beginners and improvers, but also for Members – you can share the posts with your own lady golfers and on your own social media channels. If you want us to promote your beginner sessions, we can add your event to our listings as well. The interaction we have experienced runs to the tens of thousands for some of the posts, so although we have around 350 page ‘likes’ we know that women across the country are sharing and re-sharing the content. BUILDING THE BRAND Having a visible brand that is going to encourage more women to learn to play golf is giving Members a new way to communicate with the public. Thousands of

people have shared their tweets and photos using the #WeLoveGolf this year – even the likes of Tommy Fleetwood and Gary Player have been snapped with the We Love Golf boards. At the British Majors our SwingZone staff took thousands of images of women and families enjoying golf together. This community feel is what we want people to associate with golf and with your help we will continue to strive to change the way people think about golf. Member participation will be the key to building momentum in the coming months. We need to grow the number of Featured Pros on the Facebook page to ensure that we have countrywide presence. We also want to hear about your successes. Early indications are that We Love Golf is accomplishing what we set out to do, but with your help we can achieve so much more. 31

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Tgi Golf Partnership launches charitable foundation THE TGI Golf Partnership, golf ’s leading retail services group, has announced a new charitable Foundation that will support the many good causes its Partners and golf in general supports. Over the last decade the group’s PGA Professional Partners, staff and suppliers have raised tens of thousands of pounds for charities, including £36,000 for MakeA-Wish since 2012. To enhance this charitable work the group, which is wholly owned by PGA Professionals, has formed the TGI Golf Foundation, that will continue to help those in need. Eddie Reid, TGI Golf Partnership Managing Director, said: “The new Foundation with continue to support Make-A-Wish, which has been our chosen charity for six years, but it will also allow us to support

Eddie Reid

other deserving causes, reflecting the caring nature of our Partners. “Sadly, over the last year we have lost Partners and friends to very aggressive and terminally short illnesses. The Foundation will enable us to support the families of any of our Partners who suffer the same fate,

in order to help with immediate expenses. “From our experience, families can be left in a difficult position in respect of golf club relationships, business operations and financial commitment.” From running marathons to climbing mountains, cycle rides and growing moustaches, TGI Golf ’s Partners and staff have independently raised thousands for their own charities and through the new TGI Golf Foundation, the group can now throw its own weight behind these causes. “The TGI Golf Foundation is something we have planned for some time. It now gives us the opportunity to back the many good causes that ask for support as well as continuing the support we have given our chosen charitable partners,” added Reid. The TGI Golf Foundation was officially launched in September.

Michael Creighton appointed Titleist Brand Director – UK Region TITLEIST HAS announced a key change at the top of its business within the UK Region, welcoming the appointment of Michael Creighton as Titleist Brand Director. Creighton will succeed Matthew Johnson, having performed the role of Titleist Golf Ball Manager for the past two-and-a-half years. Johnson has now been appointed to the position of Acushnet General Manager – UK Region. Having first joined the brand as an Area Sales Manager in 2008 from a marketing background, Creighton initially managed a sales territory in the Midlands area for Titleist, before becoming Key Account Manager in 2012. In this role, he was responsible for overseeing many of the UK and Ireland’s largest retail partners, a

Michael Creighton

crucial component of the Titleist business. In 2016, he reignited his passion for marketing, coming off the road to fulfil the newly-created role of

Titleist Golf Ball Category Manager, working tirelessly to construct and implement successful regional strategies for the #1 ball in golf. Having now been with the company for a decade, Creighton moves to his new position with a wealth of experience and spoke of his pride at taking up his new post. He said: “It has been hugely rewarding to perform the role of Titleist Golf Ball Manager over the previous two-and-a-half years and it is with great pride that I enter this new chapter of my career with golf’s best-loved brand. “We are entering an exciting period for the brand and have been buoyed by extremely successful product launches in 2018, including the Titleist AVX golf ball and, more recently, the TS Metals family.”

www.pga.info

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Royal Mid-Surrey benefits from High Street facelift THE PRO Shop at Royal-Mid Surrey Golf Club in southwest London has seen record sales since a £80,000 facelift was completed in March that took its design theme from successful High Street retail outlets. Utilising the same space as before, the shop now offers consumers a more relaxed shopping experience, with greater space in which to look around, plus clearer branded areas to find the lines they are keen to buy. “We have increased sales in most departments and the business overall is 17% up on last year,” said Head Professional Matthew Paget. “Our shoe wall is a huge success and we have doubled shoe sales since the shop re-opened. The shop looks great, it’s so versatile and it has been the best investment I have ever made at the club,” he added. Innovations include a square club stand that houses 250 individual clubs; a dedicated wall with golf shoes displayed in pairs rather than individual models; ten iPads for customers to view colour options, rather than take the sale elsewhere; and three TV screens for marketing that also feature a flyover video of the course. There are eight resident PGA Professionals at the shop, plus a retail assistant. “We wanted customers to selfserve and have space to move around the shop even when we

are at our busiest. Maximising busy periods has been our biggest uplift. “We can handle lots of customers in the shop at the end same time without them becoming frustrated. The most common comment made by customers is how much bigger the shop is. We have managed to make much more space without increasing the footprint,” he added. For more information visit the Club’s website: www.rmsgc.co.uk or view videos on its YouTube channel.

The new-look shop, inspired by High Street retailers

FootJoy launches Autumn/Winter 2018 performance golf apparel range FOOTJOY REVEALS its most advanced Performance Golf Apparel Collection to date highlighted by the return of the popular DryJoys Tour LTS range and an advanced, newly constructed FJ HydroLite Jacket. FootJoy, the #1 shoe and glove in Golf, has launched its Autumn/Winter 2018 Performance Golf Apparel Collection as Britain’s Summer heatwave cools off.

FJ DryJoys Tour LTS jacket

The PGA Professional

FJ fleece quilted jacket

| October 2018

FJ Hydrolite rain jacket

The new collection will be worn by the likes of FootJoy Brand Ambassadors Rafa Cabrera-Bello and Andrew “Beef ” Johnston throughout the remainder of the 2018 season on the world’s leading tours. Featuring new technologies, new colour stories and numerous innovative options, the range has been designed to enable the golfer to ‘Layer Up’ with baselayers, polos, layering pieces and outerwear carrying consistent themes throughout. The 2018 line sees the continuation of the popular DryJoys Tour LTS jackets, rain shirts and trousers in brand new colourways. The products offer lightweight waterproof performance through a minimal five-panel construction, as well as temperature regulating properties and stretch fabrication. The A/W18 line introduces three stylish new colour-ways; black with marine, marine with black and tangerine, and navy with slate and white. 33

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SkyCaddie SX500 scores first professional win GOLF’S HOTTEST new distance measuring device, the SkyCaddie SX500, scored its first professional win in the PGA Pro-Captain Challenge qualifier held at Royal Mid Surrey Golf Club, and the event’s leading finishers were quick to praise the new technology. A limited number of SkyCaddie SX500s were handed out to competitors at the start of play, and it was an early opportunity for UK pros and amateurs to try the new device under the pressure of tournament conditions. “Having the day’s pin positions on a GPS device is massive. Because of that I didn’t pull out my laser once, and my partner and I nearly won the event relying solely on the SkyCaddie” said third-placed PGA professional Gavin Grenville-Wood from Oak Park Golf Club. “The SX500 was awesome, really quick and easy to use, and the information it gives you is brilliant. It was my first time using a dedicated golf GPS handset, but I would now ditch my laser in a heartbeat.” He continued: “There’s so much you can’t see with the naked eye on a golf course, and that’s where the SX500 comes into its own. We hadn’t played Royal Mid

The SkyCaddie SX500 was a big hit with competitors at the PGA Pro-Captain qualifiers

The winning team were full of praise for the technology on offer

Surrey before, but I trusted the yardages as I know how carefully SkyCaddie map golf courses, and we quickly got comfortable moving the cursor around to create our own landing positions.” The event was won by the team from Hendon Golf Club: the club’s PGA professional Matt Deal and Club Captain Lawrie Nicoll also used the SX500 throughout their round, to guide

them through a golf course which neither had played before. The SkyCaddie SX500 is shipping to pre-orders across the UK. See www.skycaddie.co.uk for all SX500 information.

Graphite design Tour AD VR shafts now available from Diamond Golf DIAMOND GOLF, Europe’s leading supplier of components to PGA Professionals, has announced the immediate availability of the new Graphite Design Tour AD VR range of golf shafts for use in drivers and fairway woods. The Tour AD VR range feature premium aerospace quality 50t carbon-fiber materials that produce a slightly higher balance point than the current range of Tour AD shaft profiles. It also features FTT - Fast Taper Technology - a faster taper rate from the grip to the lower midsection of the shaft that creates the feeling of greater club head control at impact and as well as an increase in club head speed. The Tour AD VR has a shaft profile that is firm to stiff at the butt, medium/firm in the centre section and has a firm tip to promote a mid/high launch angle and low spin rates. The Tour AD VR also utilizes TORAYCA ® T1100G carbon-fibre pre-preg with NANOALLOY ® technology in the tip section of the shaft for additional stability, exceptional feel and precise ball control.

Designed and manufactured at the Graphite Design Japan factory headquarters, the new Tour AD VR wood shafts are dark blue with white and silver accents and are finished with a matte clear coat finish. Features and technology: • FTT – Fast Taper Technology • TORAYCA ® T1100G carbon-fibre pre-preg with NANOALLOY ® technology for increased stability in the mid to tip region and unsurpassed feel. • 50-ton ultra-premium, high modulus, aerospace quality carbon fibre materials. • Graphite Design proprietary Material Stiffness Integration (MSI) design philosophy and technology. Graphite Design golf shafts recorded 51 Global Tour victories in 2017 and have helped large numbers of Tour pros earn well over 200 victories since they started producing golf shafts. For more information or to order your Graphite Design Tour AD VR golf shafts contact Diamond Golf on Tel: +44 (0)1903 726999 or visit: www.diamondgolf.co.uk

www.pga.info

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MLR launch the Orn lighting rig MLR, THE international sports supplementary lighting business, has launched a new lighting rig specifically designed for golf courses – the first of its kind in the sports turf industry. MLR has provided mobile lighting solutions to sports arenas since 1998 and has now utilised innovative technologies to develop the ‘Orn’ rig to provide mobile lighting solutions for problematic greens and fairways. Working with its global distributor, Bernhard and Company, the ‘Orn’ joins MLR’s range of supplementary lighting rigs that service a multitude of sports stadiums. The Orn is compact and easy to move around the course to spot treat problem areas. It can be disassembled in less than 30 minutes, so it’s easy to store when not in use. MLR general manager, Hermann Sather, said: “MLR is proud to launch the world’s first supplementary lighting rig designed specifically for golf. There’s a great deal of pressure on greenkeepers to produce quality surfaces all year round, and the Orn can be a crucial weapon in that battle.

The Orn fromMLR

“This is our first venture into the golf market, but it won’t be our last. Expect more exciting developments in the near future!” Email enquiries@mlrsports.com or visit mlrsports.com

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

The Sporting Sale

For Year Round Practice

22 Queen Street, Edinburgh | 24 October 2018,11am

Including The Horwitz Collection, an important collection of historic and patent golf balls, clubs and ephemera. A WHITMAN & BARNES ‘WILLIE DUNN’S STARS AND STRIPES’ BALL Circa 1897

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.

VIEWING 21 - 24 October 2018

ENQUIRIES 0131 240 0916 hamish.wilson@bonhams.com bonhams.com/golf

The Sporting Sale 22 Queen Street, Edinburgh | 24 October 2018,11am

Including The Horwitz Collection, an important collection of historic and patent golf balls, clubs and ephemera.

The PGA Professional

| October 2018

A WHITMAN & BARNES ‘WILLIE DUNN’S STARS AND STRIPES’ BALL Circa 1897

VIEWING 21 - 24 October 2018 UK and Overseas Enquiries: Tel +44 (0)1730 829608 Email: sales@huxleygolf.co.uk www.huxleygolf.com

ENQUIRIES 0131 240 0916 hamish.wilson@bonhams.com bonhams.com/golf

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Custom-fit Bettinardi puts Molinari in Ryder Cup record books BETTINARDI GOLF has taken custom putter fitting to the next level as the form of brand ambassador and Ryder Cup record holder, Francesco Molinari has demonstrated over the past five months. Armed with the confidence gained from his trusted hand-crafted Bettinardi putter, the Open Champion became the first ever European Ryder Cup player to win all five matches in the bi-annual event, where his standout performance on the greens saw him win 34 out of the 75 holes (45% played at Le Golf National, recording 25 birdies in the process. The 35-year-old Italian currently sits 6th in the world following a sizzling summer of golf. He currently leads the European Tour Race to Dubai rankings with the season ending DP World Tour Championships coming up in November, following a 17th place finish in the PGA Tour FedEx Cup. Francesco currently averages 1.775 in putts per GIR on the European Tour this season along with an average of just under seven single putts per round. On the PGA Tour, his putting average is down to 1.546 with a 30% birdie or better conversion rate on GIR hit. The popular Italian signed with Bettinardi at the start of the year and switched to his current Double Aged Stainless Steel (DASS) BBZero Tour putter before the Players Championship in May. Before

Francesco Molinari: Custom-fit success with Bettinardi

his first Major win, Molinari claimed the European Tour’s flagship event at Wentworth - the BMW PGA Championship – and followed up with his first PGA Tour title at the Quicken Loans National in July with a resounding eight-shot victory. For more information on Bettinardi 2018 putters, visit www.bettinardi.com

High-performance ZeroFit baselayers launch in Europe and UK THE FAST-GROWING market for peroutdoor enthusiasts, amateur or profesformance enhancing baselayer products in sional sportsmen and women taking part the UK and Europe is set to benefit from a in a wide range of activities as well as for new player, following the development of anybody spending time outdoors in cold a new licensing partnership between preclimates where body temperature control mium Japanese sports brand Eon Sports, is essential for comfort and performance. manufacturers of the popular ZeroFit Mr Higashi launched the Zerofit range range of baselayers, and Ireland-based in 2005 after constantly finding himsportswear company Advanced Internaself feeling cold while playing golf. tional Ltd. He initially developed a range The ZeroFit apparel brand of technical active baselayer was created by Koji Higashi, products under the banner of owner and founder of Japan‘Smart Warriors’, however the based Eon Sports and owner brand really took off in Japan of premium Japanese golf in 2010 with the launch of hardware brand, Giga Golf. the innovative Heat Rub He created a range of baserange, which offers ultimate Heatrub Ultimate layers designed specifically for baselayer from ZeroFit warmth, but also provides the 36

wearer with complete freedom of movement, making it ideal for a wide variety of outdoor activities. Commenting about ZeroFit and the new partnership, a spokesman from ZeroFit Europe Ltd, said: “We are hugely excited about this range of products, it’s unlike anything we have found in any sports market and it’s unique point of difference of creating heat instead of just trapping it against the body will allow us to target traditional and non-traditional markets. We feel that golfers in particular will see the benefit of the warmth and comfort that ZeroFit technology provides them.” For more details on the complete range of ZeroFit apparel and accessories, visit www.zerofit.co.uk. www.pga.info

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3 words for retail stardom in October

Not always the biggest month for golf retailers, October tends to signal the end of summer and, with the Ryder Cup now behind us, can feel like the death of the season.

he market data tells us that November is usually a bigger month for pro shops. So, what can you be doing now to optimise November and December sales, and ensure you’re track for retail super-stardom in the New Year? Well, whether you’re an experienced retailer, or brand new, we’ve got 3 words for you this month:

CHRISTMAS! Whoa! Where did THAT come from? It only seems like last week when we were basking in summer sunshine, and now we’re talking jingle bells and snowmen. Well, not quite, but how long can you afford to wait before you think about Christmas? I’m writing this in mid-September and, ALREADY, the end-of-aisle displays in supermarkets are full of Christmas stocking goodies. Whether you’re a fan of Christmas,

or not, as a retailer, you CAN turn this to your advantage. I guarantee there’ll be lots of customers who love Christmas more than you, and a festive theme in the shop DOES get more people walking through your door. No matter how you feel about the Christmas season, get behind it as early as you can with decorations, music, and even a Christmas film on the pro shop TV. Think about stock that would make good Christmas presents, and reposition gift ideas around the shop to ensure they’re up front. Produce seasonal posters, perhaps with special promotions, and you could even offer a gift wrap service.

STOCK When it comes to stock this month, it’s all about Autumn Winter items now and it’s crucial to rid the shop of Summer stock, to

make way for the new season. A ‘store or clear’ approach is the best strategy. If you decide to ‘store’ your old stock, just remember you’ll need room for the new Autumn Winter items arriving. However, if you choose to ‘clear’ old stock items, firstly, make sure you appreciate what your excess stock is. Don’t guess. A good epos system will be able to tell you which products are “unpopular” or haven’t sold. Make sure your whole team knows – and incentivise them to make more sales! ★ The Golden Rule is that no stock items should have a birthday and ideally you should be turning over stock every 3-4 months. Remerchandising is a great way to clear unwanted stock. Try replacing worn-out price tags, moving stock around and giving the shop a fresh look. It’s amazing what a ‘re-jig’ can do.

PROMOTION Running an End of Season sale is great to help you clear old, unwanted items, but have a strategy in mind to ensure you don’t discount too much. A ‘Flash Sale’ over a short period of time is manageable and helps you to monitor whether it’s working, without letting complacency set in. Use social media to promote it and attract more people to the shop. Remember Black Friday is just around the corner, so it’s worth bearing this in mind, and planning what items you may want to put aside for that sale too, if you’re going to get behind it.

XPOS is the ultimate sales and stock management solution, designed specifically for golf retailers. Use XPOS reports to make better buying decisions and be a better retailer.

The PGA Professional

| October 2018

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SA LE

Deal or no deal Over £2 billion was spent on Black Friday in 2017. That’s a pretty big number. As an SME (small to medium enterprise), it might sound as though it’s something that you should be getting behind. But should you?

etailers are divided over Black Friday. One view is that it’s bad for business, and not what customers are looking for. This group would say that most of the prices are fake, and customers know that; Black Friday just moves business from December to November; that it’s not growing the market and, even worse, it can shrink profit margins. However, the other view is that it increases turnover, and that customers purchase more than they normally would, because they believe they’re getting a good deal. It’s the ultimate upsell. In this guide, Crossover’s Mark Hopkins gives you the tools you need to decided whether Black Friday is be good for YOUR business.

THE BLACK FRIDAY CHECKLIST Do you need to increase footfall for November? Have a look at your figures from previous years, and compare them to the months around it. November is traditionally bigger than October, but smaller than December. Do you have a Stock Turn of less than 2? Less than 2 is below the national average. It means you have too much stock, so a sale is sometimes a good option.

Crossover’s Mark Hopkins

Are you certain you won’t be able to get rid of excess stock before the start of next season? For some businesses, Christmas is a great time of year to get rid of excess stock, and often at a much higher margin. Perhaps that’s a better solution for you?

Black Friday may be a good way to get rid of stock, but you may find that margins are smaller

E L SA

Do you already have a reasonably healthy margin? Black Friday can be good to get rid of stock, but usually at the expense of ‘margin’. You’ll often find that, although your turnover will be up, the money in you bank is the same. And now your customer possibly assumes you’re going to reduce items at this time every year.

www.pga.info

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LE SA

Use your ePos reports to see which products have been hanging around a bit too long

HOW TO MAKE THE MOST OF BLACK FRIDAY You’re happy with your answers to the checklist above, now here’s our guide to getting it right on the day. How do I market Black Friday? As much as possible! Don’t be shy. You need to ensure EVERYONE knows about your deals. Be brave and spread the word on social media; send emails; produce posters for the shop; use your website; target community websites; or try a small ad in a local newspaper.

How much discount should I give? It’s essential to let the numbers guide you on this. You need to weigh up what can you afford to lose, against what it will mean if you still have that stock in your shop this time next year? One good method is to get some “loss leaders” as headliners. This could be stock that just hasn’t sold for 2-3 years. Promote them up front and then you won’t need to discount your other products so heavily. Also, think about alternatives to straight

‘‘

Think about alternatives to straight percentage discounts. Bundling is a tried and tested retail technique and can help increase basket size

‘‘

If you answered ‘Yes’ to two or more points in the checklist, then jumping on the Black Friday bandwagon might be for you. But, even then you may want to think about discounts at other times of the year. The main problem with having great deals at the same time of year, every year, is that your customers will remember – meaning you could lose potential sales throughout the rest of the year, in anticipation of your big sale.

% percentage discounts. Bundling is a tried and tested retail technique and can help increase basket size: So, think about a 2 for 1 deal, for example. What products should be in the sale? Always start with the worst sellers. Use reports from your ePos to guide you to the products with the most dust. (The Golden Rule is that no item should celebrate a birthday). After that, look at those you can afford to lose a bit of margin on. Should I purchase stock just for Black Friday? Not unless you can guarantee to sell the majority of them! Depending on the type of shop you have, bulk buying at a low price to sell at a low price, can be good business. But it can also be damaging. This strategy can leave you with excess stock, and can also set low price expectations with your customer base.

The simple reporting in XPOS helps you make the best buying decisions for your business. Wave goodbye to excess, or dead, stock and watch your stock turn improve. XPOS gives you the reports you want and the market comparisons you need. To speak to Mark about what XPOS can do for your business, call 01454 418395 or go to www.crossovertec.co.uk

The PGA Professional

| October 2018

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F A S H I O N

F O C U S

If the shoe fits...

Functional and stylish, golf footwear has come of age, blending seamlessly into the perfect fashionable golf clothing image.

J FootJoy DryJoys – 100% waterproof

Classic Tour eVent spikeless shoe from Stubart

ust as colour, lifestyle and technological improvements have affected other types of golf clothing, a similar impact is being felt on footwear. Comfort is a priority. When out on the golf course for several hours, it can be very hard on the feet especially with the constant changing weight and pressure. This is even more important given the popularity of multiuse shoes, which can be used both on and off the course. Removable insoles and heel pads are increasingly prevalent, allowing golfers to customize shoes to reflecting changing needs throughout the day. A key trend is the growing popularity of spikeless, multi-use shoes reflecting the demand for clothing that can be worn for a variety of activities whether it be going to the bar for a few beers, playing a round of golf, driving home or going for a walk. Golfers seeking this type of shoe are more prepared to pay higher prices for a really good quality product that can be used in more than one location. Technological improvements in materials are also much in evidence. A typical example is that of Danish footwear specialists ECCO, which incorporate hybrid sole designs and Fluidform™ Direct Comfort Technology.

This utilizes specialised fluid materials around an anatomical last, so as to improve cushioning and balance, thus avoiding potential problems that can occur with stitched or glued assemblies. COLOUR HIGHLIGHTS White has long been the traditional colour for golf footwear, while darker shades are prevalent among multi use shoes. Colour highlights are increasingly appearing. For example the Gallivanter Collection from G/Fore includes a mix of Snow and Charcoal, Snow/Patriot and Onyx. Colour is also appearing on soles – not just around the edge of the sole, but across the base as well. “The Gallivanter continues to be our best selling style. Having said that, the more athletic/fashion style of the disruptor is right on its heels. We have such a great assortment of colours on the sole, we often find many golfers purchase multiple colours to work back with their apparel or gloves,” comments Mossimo Gianulli, G/Fore’s founder and creative designer.

ECCO’s colourful men’s and women’s shoes

Smart in black, the Collection Gallivanter from G/Fore

ACCESSORIES Many retailers overlook the fact that footwear is not just about shoes. This provides a valuable opportunity for a PGA professional to obtain extra sales and become the first choice location for golfers seeking new equipment and clothing. Providing a good selection of accessories like socks, insoles, laces and cleaning materials encourages repeat purchasing and useful extra items to complement the purchase

The PGA Professional

| October 2018

of new golf shoes. Breaking laces just as you are about to play a round of golf can be extremely frustrating, especially if you have no replacements available. Knowing that the PGA shop has some in stock means that customers will automatically visit the store. No one wants to go onto the course with dirty shoes, or carry home shoes that are covered in mud and grass. Having the option

of buying brushes, polish, dusters and even a simple shoe bag for travelling makes a lot of difference. Under Armour for example has shoe bags in smart black and grey and sackpacks in blue, red, grey, white and black. Other companies offering ranges of shoe bags include FootJoy, Callaway and PING. FootJoy also offers a shoe care kit containing two types of polish, brushes, cloth and bag.

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WHAT’S NEW? STUBART With a heritage dating back to 1860, Stubart are renowned for producing quality yet affordable golf footwear. The AW18 collection features a combination of traditional materials with technological membranes thus creating shoes capable of dealing with the harshest of winter weather. The result is the Endurance Sport eVent, Vapour eVent and Tour Classic eVent ranges. All three ranges feature an air-permeable and waterproof membrane creating a ‘dry’ system relying on billions of tiny pores for breathability. Each style varies slightly. Endurance Sport event has contemporary, sporty appearance, whereas the Vapour eVent is more relaxed and casual. Tour Classic event Spikeless shoe is stylish and traditional complete with a wingtip, brogue design. Both Endurance Sport and Vapour eVent incorporate a breathable microfibre upper, while Tour Classic features full grain leather uppers. For ultimate weather protection on the course, the Evolve-Sport Waterproof Boot suitable for both male and female golfers is the perfect answer. A mid-cut golf boot, it ensures secure footing even in the most challenging conditions due to the use of a rubber outsole with soft spike cleats. RRP: Tour Classic eVent Spikeless £89.99; Endurance Sport eVent Spiked £69.99; Vapour eVent Spikeless £64.99; Evolve Sport Waterproof Boot £69.99

Endurance Sport eVent spiked

Vapour eVent Spikeless Ladies Evolve Sport Waterproof boot

Mens Evolve Sport Waterproof boot

G/FORE

Top of the range Brogue Gallivanter

G4 Disrupter, fusing golf and street fashion

New for 2019, Women’s Disrupter in Pebble full grain leather

Elegance, style and comfort characterize G/Fore’s SS19 collection, which is dominated by four key ranges. The G4 Disruptor fuses street fashion with golf, resulting in simple elegant shoes complete with outsole details optimizing traction, flexibility and support. The Brogue Gallivanter and Collection Gallivanter offer an athletic fit in premium waterproof leathers with classic brogue detailing. This is definitely a top of the range model with its ultra lightweight sole coupled with a bespoke cleat design for optimal on-course traction plus a washable and anti-microbial, triple density foam cushion Otholite sock liner. New for 2019, the women’s Disrupter incorporates premium waterproof, Pebble full grain leather and outsole details to create a stylish, comfortable shoe ideal for wear both on and off the course. RRP: G4 Disrupter £159; Brogue Gallivanter £179; Collection Gallivanter £149; Women’s Disrupter £159

FOOTJOY ON FOOTWEAR What trends do you see happening within the footwear market? We are seeing golfers opting to have both a spiked and spikeless shoe option in their lockers. Such is the quality of FJ spikeless shoes, golfers know they do not have to compromise on performance, which has made models such as the FJ Pro/SL so popular. Pro/SL has created a trend in its own right. It is overwhelmingly the #1 shoe in world golf and we don’t expect this popularity to waver any time soon.

How do you see the footwear market developing? More athletic designs are far more prevalent than they once were, which is something we don’t expect to change. Golfers are now also more open to vibrant colours and shoes which wear their technological features on their sleeves. Comfort will clearly remain a

key factor and golfers will always look for their shoes to assist their performance on the golf course.

What direction is FootJoy now taking in terms of golf footwear? While there will always be a place for a classic and traditional footwear, we think there is a growing population of golfers who are looking for a more athletic performance and style in their footwear. Our shoe line-up has reflected this change, resulting in the popularity for models like Tour-S and Pro/SL. Our research and development team take inspiration from golfers at all levels of the game, and the shoes we bring to market will continue to reflect their requirements, as well as incorporating the most innovative materials, construction techniques and designs available today.

www.pga.info

F A S H I O N

F O C U S

FOOTJOY Ecco Men’s and women’s golf shoes

ECCO

Ecco is well known for its pioneering golf hybrid footwear. Its SS19 ranges are versatile and contemporary. The new Ecco Men’s Golf Soft, BIOM and Women’s Cool Pro ranges are designed to provide the perfect answer to footwear needs on and off the course. Both ranges incorporate FLUIDFORM™ technology increasing comfort levels by creating a finely tuned balance of cushioning and rebound. Other features include strong traction levels on the outsole for good grip on wet or slippery ground. Ecco Men’s Golf Soft is manufactured in performance leathers teaming Fluffy Pebble Nappa with Powder Pebble Nubuck leather to give a contemporary, two-tone effect. Ecco Women’s Cool Pro is constructed from rich, premium two tone yak leather possessing natural water repellent properties. Exact shading varies as each hide possesses unique variations. The shoes allow female golfers to enjoy breathable comfort on and off the course. Ecco Biom G3 combines low-to-the-ground stability with a glove-like fit built for natural motion, and ZarmaTour spikes for optimal grip.

The FJ PRO/SL is the #1 shoe in golf and the best selling shoe in the UK and Ireland. It provides superior feel with Fine Tuned Foam for supple cushioning and a perimeter weighted outsold design for stability. The shoe is made from ChromoSkin™ – a supple, lightweight, waterproof leather. Footjoy guarantees that this golf shoe will be 100% waterproof in normal use for one year. RRP: £140 Still favoured by many of the world’s top players, DryJoys Tour golf shoes blend traditional styling with cutting edge stability PODS technology to enhance platform stability. DryJoys Tour also incorporates ChromoSkin™ supple, lightweight and durable leather which is guaranteed 100% waterproof. RRP: £150 Left: FootJoy’s best selling ProSL golf shoe

Below: DryJoys Tour Hero worn by many of the world’s top players

Ecco Biom with glove like fit

How can PGA retailers maximise footwear sales? We encourage retailers to have consumers to try on shoes in store. That first impression and the difference in comfort consumers feel when they try on an FJ shoe is one of the strongest sales tools we can offer our retail partners. The ability to shoe fit provides a fantastic opportunity for PGA Pros to add another level of expertise to their business and encourages repeat sales.

How important is colour and style? Hugely important! We aim to supply at least one dark option within each style, which can often be the preference amongst golfers who play in wet conditions, usually during the colder months. There are more ‘colour pops’ across our range reflecting current trends, but have also been facilitated by the more athletically-inspired designs we have introduced. Style is often a marriage of fashion and

The PGA Professional

| October 2018

performance. The PowerStrap which features on Tour-S is a good example of this; not only does it provide lateral stability, but it gives the shoe it’s distinct style.

Are issues like sustainability and technological fabrics affecting the golf footwear market? They are certainly issues that we are acutely aware of and we are continually looking for ways to reduce our environmental footprint. We have been at the forefront of technological fabrics and materials for many years now.

Is price important?  We aim to offer a broad selection catering to all budgets. Performance, comfort and styling should be at the forefront of every sale. With price in mind, we challenge ourselves to ensure that when golfers do decide to purchase FJ, they are getting the best value for money possible.

THIS WINTER, LET NOTHING STOP YOU BUT THE VIEW. THE MINI COOPER D ALL4 COUNTRYMAN. WITH 0% APR REPRESENTATIVE ON CARS ORDERED BEFORE 30 NOVEMBER 2018.

With ample legroom and serious boot space, the MINI Countryman is your ideal companion for your golfing and family needs. What’s more, ALL4 gives you optimal traction and maximum stability on the road, so even the trickiest terrains won’t dampen your spirits. This offer only available to PGA members and their immediate family. To find out more about this offer and book your test drive† call 020 7514 3599. BMW ISSD - PGA Sales 56 Park Lane, Mayfair London W1K 1QB bmwvip.co.uk/pga

WE’RE ADDING STORIES. WHO’S IN? Official Fuel Economy Figures for the MINI Cooper D ALL4 Countryman. Urban 53.3mpg (5.3 l/100km). Extra Urban 62.8mpg (4.5 l/100km). Combined 58.9mpg (4.8 l/100km). CO2 Emissions 127g/km. Figures are obtained in a standardised test cycle. They are intended for comparisons between vehicles and may not be representative of what a user achieves under usual driving conditions. MINI Park Lane is a credit broker. Representative 0% APR available on a MINI Select agreement for a MINI Cooper D ALL4 Countryman ordered between 11 September and 30 November 2018 and registered by 31 December 2018 (subject to availability). Retail customers only. 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. ‘MINI Select’ is a form of hire purchase agreement provided by MINI Financial Services, Summit ONE, Summit Avenue, Farnborough, Hampshire GU14 0FB. Park Lane Ltd is part of BMW Group. Park Lane Limited, commonly introduces customers to a selected panel of lenders including MINI Financial Services. We may receive commission or other benefits for introducing you to such lenders. This introduction does not amount to independent financial advice. †Test drive subject to applicant status and availability.

F A S H I O N

F O C U S

NIKE

Nike Golf React Vapor “Camo”

The Nike React Vapor 2 “Camo” harnesses Nike React technology to deliver all-day comfort on the green. Appearing in Paris for the biennial United States vs. European golf competition, the Nike Golf React Vapor “Camo” provides a supportive fit through Nike Flywire technology and features a hybrid outsole with spikes and integrated traction. The two-colorway shoe, one for each team, comes with a two-year waterproof warranty. The Nike React Vapor 2 “Camo” releases in limited quantities on nike.com and at select retailers.

JS INTERNATIONAL

The Enertor range of insoles

ENERTOR Insoles – Scientifically Proven To Improve Performance Enertor Insoles, the insoles worn and endorsed by the World’s fastest man, Usain Bolt, are taking the golfing world by storm. The advanced shock absorbing insoles are proven to help prevent injury and alleviate pain. The performance insoles have a carbon chassis which enables rear foot stability, perfect for the golf swing! The Patented D30 technology is a smart material that cushions the foot when moved slowly, but on impact locks together to absorb and disperse energy, before instantly returning to its flexible state. Enertor insoles are tested and endorsed by the Royal Air Force, Royal Navy and The Army. They are also a registered Class 1 Medical Device. Available in full length, ¾ length and heel cups, there is an Enertor insole out there for everyone. For more information on the Enertor range, please visit www.jsint.com

SOCKS Socks can create a touch of individuality, reflecting personal tastes, which is why they have become something of a fashion item. White is obviously the classic colour, and always in demand. Pastels, especially in shades of pink, green and blue are equally popular for both men and women. Quite apart from fashion, comfort has to be considered. Uncomfortable, badly fitting socks

The PGA Professional

| October 2018

can pose a distraction during play. Socks that possess some level of padding on the soles and heels tend to be much more comfortable. Sizing is important, as socks that are too small will cramp the feet and toes. Cotton is the traditional fabric used to make socks, but technological innovations are becoming more common. Stance, for example, utilizes 360 fabric

technology to allow socks to react to the foot’s needs, creating a fresh dry, air cooled experience. Another increasingly popular option are socks made from a variety of materials so as to provide different types of support to varying areas of the foot such as a tighter grip around the middle of the foot, reinforced heels and toes or slightly raised areas on the base thus providing more traction.

T R A V E L

B U S I N E S S

Golf is a team game Inspired by the recent Ryder Cup? An overseas Pro-Am is a great way to experience a golf break with a competitive edge at some of the world’s most amazing courses.

f you have never experienced an overseas Pro-Am then these events are a great way to take a small group of your members or clients away to experience a golf break with a competition element at iconic venues worlwide and create an everlasting bond with your group. WHY TAKE A TEAM TO AN OVERSEAS PRO-AM? • Earn Money The majority of Pro-Ams have a guaranteed prize fund for professionals ranging anywhere from £4000 upwards depending on the size of the field and the entry fee for your amateurs. If you have a good week you can easily pick up a nice cheque, and as most prize funds pay out lower down the leaderboard, you’re still guaranteed to make some money even if you have an off week! Most events take place in the quieter playing months through the Winter and early Spring so they are at the perfect time for you to get a team together and play some competitive golf in sunnier climes, making sure your game is ready for the upcoming season.

• Play golf Playing in Pro-Ams gives you the opportunity to experience playing some of the best golf courses and staying at some of the best hotels in the world. Who wouldn’t want to play and walk in the footsteps of golfing legends at venues such as Pinehurst or Scottsdale? Venues vary from closer to home in the popular destinations in Spain and Portugal to further afield to stunning courses in the States and Dubai. Not only do you get to play these amazing courses, but you get to experience this with a group of your members or clients who will undoubtedly be talking about the tournament to friends and colleagues for many years to come. • Bond with your group Pro-Ams give you the opportunity to bond with your group as the standard make-up us 3 amateurs and 1 professional completing a team of 4. As you will play golf every day and spend most of your time together on the trip, the smaller group size gives you the perfect opportunity to grow this bond with your members or clients and ultimately turn them into customers for life. Once they

have been on one of these trips with you they will want to go again and again. “It’s a great chance to spend some downtime with your clients. When you come out and play golf and enjoy 4 or 5 days away in the warmth and play some great courses it can only be good for your clients,” says Chris Gane, PGA Professional at Left Handed Golf at Silvermere • Amateur experience This is worth its weight in gold as your team will be singing your praises to everyone who wants to listen on their return home. For a lot of amateurs, to play golf in a competitive environment on some of the best courses in the world with their home professional is their ultimate golfing experience and provides them with bragging rights over their fellow members back at the golf club. These events also have fantastic prize tables for the amateur participants to battle it out for in the team event and helps to create an amazing experience for your clients and members. “I love coming on Pro-Ams, our group are very competitive and we get to visit some great places so it ticks all the boxes for An overseas trip to a Pro-Am is the perfect opportunity to grow the bond with your members or clients

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T R A V E L

me,” says Nick Lines from Middlesex after his recent Golfbreaks.com Pro-Am trip to Abu Dhabi. • Enjoy the sun Who doesn’t enjoy playing golf with the sun on their back whilst it’s freezing cold back at home?! I can guarantee your members do! Pro-Ams represent the perfect opportunity to take a small group away and escape the cold and dreary winter to enjoy playing some fantastic golf in shorts and t-shirts while everyone back home is wrapped up in winter coats! Definitely one to take a few snaps of and post on social media to make your friends jealous! Simon Lilly, PGA Professional at Staverton Park Golf Club says, “I’ve done many Pro-Ams over the years and it’s a great way to get away through the winter, bring a group of guys which I coach back at home and to spend some time with them and to see how they are playing on the course.” • Coaching Although Pro-Ams don’t lend themselves to structured coaching days it is possible to offer your members and clients informal coaching out on the practice ground, and, in particular on the course as this is the perfect opportunity to see what they are doing out there rather than just on the range. If they are struggling, you can

Making memories at Quinta do Lago

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Who doesn’t enjoy playing golf with the sun on their back whilst it’s freezing cold back at home?!

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t of the The gang in fron lub Abu Dhabi Golf C

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formulate a coaching plan to implement for when you return home. • Free place for pro The majority of Pro-Ams offer a free place for the pro including all golf, accommodation and food. He only thing that is normally chargeable is a flight which you can often pick up relatively cheap. With a guaranteed prize fund and no costs to stay and play, what’s not to like about playing in a Pro-Am! WHAT FORMAT DO PRO-AMS NORMALLY TAKE? Pro-Am teams are generally a group of 4 players, made up of 3 amateurs and 1 professional. Most Pro-Ams usually take the form of an Individual Pro Medal and a best 2 from 4 stableford for the team event. This format is great for your amateurs as they don’t have to worry about scoring on every hole and can just enjoy the experience and comradery of playing some of the world’s best courses with their team.

Posing with Pay

ne Stewart at Pinehurst

Pro-Am events can last anywhere from 3 days to a week, usually depending on where the event is being held. Shorter 3 or 4 day events tend to be held in Europe in the popular spots of Portugal and Spain whereas longer 7 night+ trips are held further afield in the USA or Dubai. Most events also have a practice round before so you and your team can warm up before commencing battle, or you can simply add extra nights on to acclimatise before the tournament starts. If you have never taken a team to play a Pro-Am event overseas before, I guarantee that once you have, you will be hooked! Golfbreaks.com have run a number of extremely successful Pro-Ams in recent years which will continue into 2019. These tournaments attract a truly international field, include a minimum of 3 competition rounds and have a prize fund of up to £8,000. To ensure all runs smoothly Golfbreaks.com appoint The PGA to officiate their events. Pro-Ams are open to all PGA Pros from any country and on bringing a team the PGA Pro goes FREE. Golfbreaks.com next event sees them return to Quinta do Lago in Portugal from 1-4 March 2019 staying at the Monte da Quinta Resort and playing all 3 of the stunning Quinta do Lago courses. For more information, please contact James Martin on 01753 752 880 or email golfpro@golfbreaks.com

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

The PGA Professional

| October 2018

T R A V E L

Late Summer 2019 offers Looking for Inspiration on where to take your group next year? Take a look at some of most popular Spanish Golf Pro Travel offers this month. Don’t forget, as well as a free place with 7 amateurs you receive 5% commission* as a PGA Professional. Precise Resort El Rompido 5★, Spain

Our Golf Pro Travel Early Birdie Giveaw ay HAS BEEN EXTENDED !

SAVE UP TO £250

in addition to your 5% commission when bo oking before 31 October for travel in 2019!

Key facts

• Great for coaching breaks • 60 minutes from Faro Airport • 36 holes on-site (North & South) • Extensive practice facilities

★ PGA Pro Package –

September 2019 travel • 4 nights half board and 3 rounds of golf • From £359 per amateur

Islantilla Golf Resort 4★, Spain Key facts

• Great for coaching breaks • 50 minutes from Faro Airport • 27 holes on-site (Green,Blue & Yellow) • Excellent practice facilities

★ PGA Pro Package –

September 2019 travel • 4 nights half board & 3 days unlimited golf • From £320 per amateur

Barcelo Montecastillo Golf Resort 5★ Key facts

• Great for coaching breaks • 60 minutes from Seville Airport or 15 minutes from Jerez Airport • 18-hole Jack Nicklaus Signature course on-site • Excellent practice facilities

★ PGA Pro Package –

September 2019 travel

• 4 nights bed & breakfast and 4 rounds of golf • From £229 per amateur

Almenara Hotel 4★ Key facts

• Great for coaching or group leisure breaks • 60 minutes from Malaga Airport or 15 minutes from Gibraltar Airport • 27 holes on-site designed by Dave Thomas and Valderrama close-by! • Excellent practice facilities

★ PGA Pro Package –

September 2019 travel

• 4 nights bed & breakfast and 3 rounds of golf • From £369 per amateur

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

www.pga.info

D E S T I N A T I O N

G U I D E

Costa de la Luz For great value-for-money golf, look no further than the Spanish region of Costa de la Luz.

haring a border with the sleepy eastern Algarve, the sun-drenched Andalusian destination is home to two of Spain’s most popular golf resorts and coaching break venues, Precise Resort El Rompido and Islantilla. LAID-BACK EL ROMPIDO Nestled in a picturesque fishing village, with beautiful views of the coastline marshland and the River Piedras estuary, El Rompido perfectly encapsulates the Costa de la Luz’s laid-back vibe. Whether you’re enjoying a game of golf on the resort’s magnificent 36-hole golf course, tapas by the marina, or making the most of the year-round sunshine on La Flecha del Rompido, the five-star hotel offers a little slice of Mediterranean heaven. Surrounded by the National Wetlands Wildlife Preserve, El Rompido boasts a sports club, four restaurants and a beautiful spa, as well as two Alvaro Arana designed courses, the North and the South. The North is nothing short of spectacular, with the opening holes skirting around the wetlands, before opening out to afford magnificent views of the Atlantic Ocean. Set amid orange and pine groves, the South Course was built in 2003 to USGA specifications and is also an enjoyable test, making maximum advantage of the beautiful natural setting. The championship layouts are matched by a first-rate teaching and practice facility, with plenty of space for large coaching groups, including 2 grass range areas, an 80 metre long short game area, 2 putting greens and a bunker and short game green. ISLANTILLA A FAVOURITE Enjoying Andalucía’s fabulous climate, the beachside resort at Islantilla has long been a favourite for coaching group breaks. Tucked away on the coast, close to the Spanish The PGA Professional

| October 2018

El Rompido makes the most of its beautiful natural setting

FACT FILE Climate Situated on the Atlantic coast the climate is Mediterranean, with very mild winters, and warm and sunny summers. The most popular times for pro groups to travel are between September & November and late February & April, making it a great destination for coaching breaks to kick start the season!

Getting there Faro Airport (Portugal) is situated approximately 1 hour from El Rompido and 50 minutes’ from Islantilla. The airport is regularly serviced from across the United Kingdom, with daily flights taking off from most major UK airports with airlines such as Jet2, Ryanair, EasyJet and British Airways to name a few. The average flight time is just under 3 hours.

border, the luxury hotel complex offers a little bit of everything including a 27-hole golf course, beach club, swimming pools and bird watching tour of the local marshlands. A regular host to the Challenge Tour, the resort would hit the big time in 1995 when it welcomed Europe’s finest for the Spanish Masters, won by Alex Cejka. The course itself has been gifted a fabulous location on top the pine-clad clifftop

The range at the beachside resort of Islantilla – home to the most comprehensive practice facilities in the region

with all three loops of nine afforded amazing sea views. Better yet, Islantilla is also home to the most comprehensive practice facilities in the region, with an extensive long game area and short game facilities, offering excellent value for money with half board as standard. 49

A D V E R T O R I A L

SUNSCREEN IS FOR LIFE, NOT JUST FOR SUMMER!

s Britain bathed in the hottest summer on record, sunscreen sales soared. Now that Autumn is well and truly upon us, the majority of retailers pack away their sun protection in favour of Halloween masks and Christmas decorations.

However, Winter sunseekers are big business in the UK and that includes golfers heading off to Spain, Portugal and Turkey. Continuing to feature Techniblock on the counter in pro shops provides an ideal opportunity to cash in on offering something that other retailers have relegated to a dark and dusty corner.

As a predominately online retailer, Techniblock sells all year round and we see a spike in sales in October, December and January. Techniblock is a high-quality sunscreen that will offer 5+ hours of nongreasy, perspiration-resistant protection in one quick spray, the perfect solution when your customers suddenly realise they are off on a golfing break and don’t have any in their golf bag. It also makes for a great added-value giveaway in a goody bag. Golfers are exposed to high levels of UV all year round so keep your customers safe and keep Techniblock sun protection on the counter this Winter. Top up your existing stock or add to your retail offer with no minimum quantity order and next day delivery from just £3.99. Contact Techniblock on sales@techniblock.co.uk or call 01462 701857/07769 943200.

C LU B H E A D S

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GRIPS

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SHAFTS

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TOOLS

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M AC H I N E RY

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TRAINING

Y E A R S

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

1978

2018

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

R E T A I L

S P O T L I G H T

Brakes and the PGA

The PGA relationship with Brakes has now been up and running for several months. There are exclusive offers for PGA Members and more are starting to use their service. Kevin Smith at Warley Park Golf Club has been using Brakes since May and we spoke with him to get his views. Q. How did you hear about the Brakes service?

Q. How do you plan your ordering?

Q. What made you start using the Brakes service?

Q. Did you arrange that as a set delivery day with Brakes?

A. I had a call from Brakes shortly after my last supplier went into administration so the timing was good. A. After my last supplier had gone I had been using my local Costco but this was proving a bit of a nuisance, taking up lots of time and not always having the product I required. Q. What do you see as the key benefits of using Brakes?

A. The number one benefit is convenience/delivery. I also find the monthly direct debit system makes things much easier. Q. What are your general views on the Brakes service / offers?

A. Overall, I like the service, the offers are pretty good. We had a few teething issues regarding the financials at the start but that got ironed out quickly and no problems since. Q. What would make the service even better?

A. I would prefer no offers and just keener prices across the board all the time.

A. We place an order on a Monday for Wednesday delivery which works well for me.

A. Yes. It is always Wednesday so it makes it easier to deal with and just becomes part of the standard schedule Q. Some feedback has suggested Brakes is expensive. Given you use the service, I would suggest you don’t agree. Can you explain why that is please?

A. I do agree that on certain products they are a little more expensive, but I can appreciate that they can’t be cheap on everything and still offer a delivery service. Q. What is the most important thing you would recommend about the Brakes service? A. I would compare prices with your current supplier and work out whether it is right for you, you may have the time to go to the cash and carry once a week and save money but for most that isn’t convenient. See www.brake.co.uk/pga for the latest offers.

SETTING UP A BRAKES ACCOUNT How you choose to set up the account is up to you. Options are available on via both phone and email with a dedicated team.

By Phone

By Email

➜ Ring Brakes on 0344 800 4900 (option3). Their welcome team will take your details and an account manager will call you back

➜ Send an email with your name, golf club name, address and telephone number and whether you require a cash on delivery or credit account to accountvalidation@ brake.co.uk

➜ One of the Brakes team will contact you and they can explain the process or email you the details. If required they will send you a credit account form which you need to fill in and return. ➜ Your login and password details will be sent to you ➜ Your online account will be ready to trade in 48 hours ➜ You can place an order with them immediately on the phone The minimum order with Brakes is £200. For more information please go to www.brake.co.uk/pga and if you have already signed up and want to place an order please go to https://orderonline.brake.co.uk/#/login

The PGA Professional

| October 2018

C O A C H I N G

O P I N I O N

Designing optimal golf practice environments Sam Robertson (left) and Damian Farrow

Sam Robertson from the Institute of Health and Sport (IHES), Victoria University, Australia and Damian Farrow from Movement Science – Australian Institute of Sport recently wrote a chapter in the excellent Routledge International Handbook of Golf Science. Here they summarise their findings and suggest how they might apply to your own coaching practice.

kill practice is one of the most integral components in the development of golf expertise. Below we propose the ‘SPORT’ framework to help guide skill practice design, measurement and evaluation.

Specificity – train how you play

THE SPORT FRAMEWORK The framework consists of five separate components which we will discuss: i) Specificity; ii) Progression; iii) Overload; iv) Reversibility; and v) Tedium. Specificity Specificity refers to the extent to which practice represents how the skills of the game are used in competition. In coaching parlance, it has often been referred to as ‘train how you play’. Examples include an on-course practice session undertaken in particular wind conditions to challenge a player’s decision making skills, or requiring players at the range to hit with varied club selection, rather than executing the same shot repeatedly. Such practice manipulations are suggested to better represent the competition or performance conditions, and in turn make practice more specific and valuable. Understanding how a player performs when experiencing these different practice The PGA Professional

| October 2018

C O A C H I N G

Progression Progression ultimately refers to actual performance improvements displayed by an athlete in competition. However, it can also be considered in relation to how a player responds to the demands of the skill or challenges of practice. For a coach, this latter point is of particular relevance as having a clear understanding of how much load a player can tolerate allows the coach to design appropriate practice drills in terms of skill challenge and volume. The “Challenge Point” provides coaches with a means of describing the effects of practice conditions on athlete skill learning progression. It centres on gaining an understanding of the interaction between

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load also needs to consider the cognitive effort or mental work a player undertakes as they prepare to hit the ball

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conditions assists to determine their relative strengths and weaknesses. For example, repeated practice sessions may reveal that a player is performing poorly with iron shots when the wind is directed over their right shoulder. This observation can be intentionally factored into future practice.

O P I N I O N

the demands of a given practice setting, the actual difficulty of the skill and the performers current skill level. For a fuller understanding of the Challenge Point Framework, readers are referred back to last month’s article by Mark Guadagnoli and Chris Bertram. Overload Practice load can be defined as the volume of practice undertaken and skill complexity relative to the performance level of the player. Importantly, load also needs to consider the cognitive effort or mental work

a player undertakes as they prepare to hit the ball and could be related to the actual shot execution or decision making about shot selection. The most pertinent area to consider overload relates to the way a coach sets up the order of practice repetitions. Research has demonstrated that practice requiring high cognitive effort, relative to low cognitive effort, leads to a reduction in current practice performance, however it ultimately leads to enhanced skill performance in competition. For example, a blocked practice approach, such as hitting 20 x 5-iron shots and then 20 x 9 irons hit consecutively generates a low amount of cognitive load relative to a random practice approach of switching between a 5-iron and a 9-iron every other shot. While a player (and coach) may feel they see better progress via blocked practice, unfortunately the impact is transitory relative to a random practice approach. Understanding this practice effect allows a coach to better understand overload. Importantly a player’s relative skill level is

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C O A C H I N G influential in the load experienced. A 20 handicapper will experience greater overload than a single figure player with the above random practice approach and hence a coach may need to adjust accordingly, for example, by allowing the lesser skilled player 3-5 repetitions with the same club before switching. Similarly, any player learning a new skill should initially be provided with relatively less difficult practice conditions, as the demands on the performer are already substantial.

O P I N I O N – even in a golf swing. Specifically, as the player adapts to their ever-changing surroundings, so too will their coordination patterns. Based on this research, it is considered impractical to focus a player on trying to copy a “template” swing pattern that may not suit them and then attempt to engrain this swing with high repetition which in turn will create monotony. Rather it is suggested to shape a player’s swing pattern to ensure the non-negotiable aspects of the skill are present but it allows for their own unique movement dynamics to be present. One only has to look at the variety of swing patterns on the pro tours to understand there is more than one way to successfully hit a golf ball.

Reversibility – taking skills learnt in practice to the course

Reversibility The principle of reversibility centres on the idea that performers will experience some reduction in their performance levels once certain practice activities are ceased or reduced. IMPLICATIONS FOR THE PGA The predominant method used PROFESSIONAL to determine whether reversibility The ability of coaches to syshas occurred is via assessment of tematically account for the the skill in the competition setconcepts discussed in this review ting. However, one challenge with is undoubtedly a challenge. The a reliance solely on competition time taken to design, prescribe, performance is that it can be difassess and evaluate practice can be ficult to directly connect a specific an onerous task. However, this is period of practice, or a particua coach’s primary function and the Practice design is therefore a lar drill, with the corresponding benefits for the player are immense change in on-course outcomes. if done well. classic example of where the Consequently, it is also suggested It is particularly important for art of coaching can be effectively that specific transfer tests are the coach to understand that the supported by the science of developed that can be used more player’s unique dynamics and skill acquisition routinely in the practice setting. current skill level will strongly For example, if a player has been influence the given amount of working on a technical element of specificity, progression and load a the swing such as wanting the face player should be prescribed. angle of the club more closed at the point The most logical way to avoid tedium is Practice design is therefore a classic of impact, this can be recorded using a varithrough the use of more variable practice example of where the art of coaching can ety of clubs/shots to ascertain whether the approaches like that described earlier for be effectively supported by the science of change in technique is club/shot specific or random practice. skill acquisition. more general. An accepted mantra in skill acquisiIf you are curious to read a more detailed tion research is the concept of ‘repetition explanation of these findings, or any of the Tedium without repetition’. This is based on the other subjects within the Routledge InternaTedium is a state of being bored due to contention that all human movement contional Handbook of Golf Science, why not monotony in a practice programme and tains inherent variation and thus no two purchase a copy from either the ‘Routledge’ can be detrimental to skill development. actions performed will be exactly the same or ‘Amazon’ websites.

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The PGA Professional

| October 2018

M A R K E T I N G

Content is king Antje Derks shares advice on how to improve your content creation and marketing strategy

1. Focus on building an audience Research suggests that there’s a distinctive year-on-year increase in the number of marketers that say their main focus is on audience building, whether their overall content marketing strategy is a success or not. And that’s good news, considering the consent-based marketing approach now required by GDPR and other consumer 56

privacy legislation. As Robert Rose recently wrote in his article: ‘GDPR – the biggest gift to content marketers in a decade’: “Data given, rather than scraped or gathered unwillingly, is simply more valuable as a marketing asset…” Therefore, it stands to reason that providing valuable content-driven experiences for

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Data given, rather than scraped or gathered unwillingly, is simply more valuable as a marketing asset…

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e’re more than halfway through 2018, and you may be looking around to find some insights on how to use content to enhance your golf marketing strategy. Content is the 101 of any marketing plan – whatever industry you are trying to make an impact on. Effective content will be the key driver to increasing sales and building your reputation – but how do you go about it? In this article, we will explore some key strategies that you can use straight away.

your audience – new and existing – where the data is given to you willingly, trustingly and actively allows you and your business to

not only comply with the new regulations but also thrive under them. It’s a message that the Content Marketing Institute has been preaching for years – people who sign up to get your content are people that are also giving you an exclusive opportunity to build a relationship with them. Audience development is a key goal for content marketing. A worthwhile exercise would be to compare your numbers to a year ago and see how they look. Are you able to identify subscriber growth to any particular content marketing initiative you have employed? In a previous article, we focused on forging strong audience personas so you could target them with the right content – if you’ve implemented that, you should also have seen an increase in audience growth and engagement. The quality of your list is key – indeed, it is essential you go through it regularly and get rid of inactive users, so you’re only www.pga.info

M A R K E T I N G

2. Get better at content creation More efficient and better quality content have been sighted by marketers from all industries as being the biggest contributor to content marketing success year-on-year. Of course, brilliant content is wasted if you don’t have a decent strategy to market it. Effectively, the two must go hand-in-hand for you to succeed. We’ve discussed strategy in previous features. It’s important to review how you create content – are you using interesting images? Are the video clips you post well shot, clearly explained and useful? Is your written content short, sharp and error free? It can be hard to come up with ideas, so have a look and see what your competitors are up to – can you improve your offering? It is also vital that your content topics are organised in your editorial calendar – we plan content for these articles months in advance, and so should you. Your calendar needn’t be complicated – a simple spreadsheet is ideal. For the more visual

among us, mind maps are a great way to brainstorm content ideas as well as linking them, so that there is a consistency that will be useful to your audience. 3. Streamline your workflow The other part of improving content creation is developing more efficient content production means. In most cases, you can improve efficiency by using sensible work processes. Indeed, the most successful content marketers have a handle on their workflow. However, you might be chal-

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Although it is unusual for your client’s journey to be linear, ensure that your subscribers are receiving a good mix of steady content

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marketing to those who really want to hear from you. You will know from your statistics who hasn’t engaged with your email content for example. Finally, evaluate how your audience is nurtured once they subscribe to your content. Although it is unusual for your client’s journey to be linear, ensure that your subscribers are receiving a good mix of steady content.

lenged with bottlenecks in your content creation – if this is the case, you might be best advised to tackle these workflow issues head-on. In this agile world, you need to be prepared to have flexibility in your workflow – if there’s a special event happening at your club that you would like to promote, you might need to prioritise this to maximise that opportunity. Are you using interesting images? Are the video clips you post well shot, clearly explained and useful?

4. Set realistic expectations about what content marketing can achieve for you You need to ask yourself what realistic expectations look and feel like for you. Of course, it depends. You need to measure your goals against your overall marketing strategy – are you hitting your sales targets in the shop? Are you gaining new clients at the pace you had hoped? Think about retention too. It’s always worth seeing how you are doing within your competitive landscape too. Undertake this reflection whether you recently started a content marketing project or you’re looking to refresh an existing programme. If you’re in the process of overhauling your content marketing, think about what you’re changing and why. 5. Make a commitment to content marketing and stick to it Commitment to your content and its subsequent marketing strategy are vital. You’ll not get very far if your commitment begins to waiver. Each success with content marketing builds upon the next. If you’re operating with a campaign-like or one-off mentality or “trying” content marketing to see how it goes – and you aren’t committed over the long term, you won’t get longterm results.

Get it done this month ✓ Purge your marketing lists – get rid of any inactive subscribers

✓ Revisit your content marketing plan – ask yourself whether it is meeting your audience persona needs

✓ Ensure your content calendar is up-to-date

✓ Consistency of quality and dissemination is vital – check you are ticking both these boxes

✓ Look at your metrics – is there a pattern? Use any data to improve your content

The PGA Professional

| October 2018

A D V E R T O R I A L MYSTERY SHOPPING • CUSTOMER SATISFACTION SURVEYS • CUSTOMER REVIEWS

How would your customers rate you? Your reputation says everything about you, it can be used to strengthen your brand, but left unmanaged or left to

them. The pro who thinks smarter and behaves differently, who sets their own agenda to push the boundaries to

serve to provide the ‘big data’ regarding the customer experience, empowering professionals to measure

chance, can do untold damage to your business.

achieve success, is the pro who stands to win the most!

and perfect their customer satisfaction rating, win customer loyalty and market advantage.

It’s common practice in most modern age service environments that tools like trust pilot, reevoo etc are used to portray brand credibility or a service guarantee to its consumer. So why, in golf are we any different? Quite simply, we are not! The Customer Service Tracker (CST) Survey is regarded as the ‘net promoter’ equivalent within 59club’s benchmarking armoury. It’s easy to implement, easy to measure, easy to manage, easy to view and best of all offers an easy win; a guarantee of engagement with customers who will return, spend more and recommend you to others. The CST calls on 3 specific questions to deliver a customer service rating: • Did your experience represent value for money? • Did we offer a warm, welcoming and friendly experience? • How likely are you to recommend us? At the very basic level, all golf professionals stand to offer the same products and services to their customers. They have all been trained in the same way and all stand to deliver a level of professionalism that their PGA training instilled within

Consider how you could entice a customer to choose you using your ‘CST’ rating, as proof that your work is better, because you value your customers opinion and work to ensure that you satisfy their needs. Whatever role within golf your PGA qualification has led you to reside in, consider how 59club can support you to excel. If you posed a question that asked your customer; what led them to choose you over the pro next door? And after choosing you, will they be back for more? What do you ‘think’ they would you say? If you asked the same question to your competitor, what would their customers say? Wouldn’t you like to know? No more speculating why shop sales are down, lessons are quiet, or renewals are slow. It’s not guess work! Hundreds of professionals in search of answers have already turned to 59club; the industry leading Sales & Service Analysts.

59club, now a PGA Partner, has worked with The PGA since 2010, and is owned by four PGA qualified professionals, employing a further four within the business. Golf is what we are good at, let us help you to get better. Do nothing and you stand to lose everything to the pro next door who has chosen to market himself based on his reputation and ability to deliver Customer Service Excellence.

A wealth of Customer Satisfaction Surveys and Mystery Shopper Audits

Visit www.59club.com 58

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B R A N D

How to build your brand on Twitter Antje Derks tells you how to use the social media platform to your advantage

ou are your brand on every platform you have a presence on, so it is really important to maintain your brand management effectively – how you behave on these platforms will be one of the ways your audience evaluates you and the services you provide. Building a brand is the interesting part, but a lot of Twitter use is also very tactical. To get more followers, you’ll need to follow people, use hashtags so people can find you, and try to tweet regularly. You can also up your chances of finding new clients and promoting your services as a golf professional by creating Twitter lists of the people you want to interact with and follow accounts that post content relevant to your audience, that you can share. 1. PUT KEYWORDS IN YOUR BIO People looking for users like you will have an easier time finding you if you use keywords and hashtags that describe your personal brand in your bio. Adding words like golf, professional, coach and PGA will help your account stand out and will make you more searchable. 2. SELECT EYE-CATCHING BANNER AND PROFILE IMAGES Your profile is like an online business card of sorts. People need to see who you are and what you’re all about. Use your profile picture and header photo accordingly. It is really important to choose a great banner image – it might be a beautiful view over a golf course or you playing a round. If you use an image with other people in it, be sure to get their permission before you post it. Your profile image should be of you or your logo if you have one. The PGA Professional

| October 2018

3. TWEET ABOUT EVENTS – NOT JUST YOUR OWN Twitter is almost like a public service announcement tool. However, in order to make the absolute most out of it and build your profile as a sharer as well as a broadcaster, it’s important that you tweet about events that happen within the golf community as a whole and not just those you or your home club are putting on. It makes you look more legitimate. 4. SHARE ARTICLES RELATED TO GOLF One way to brand yourself is to become a trustworthy source of information about the golf industry. Share articles on the topics you want to be associated with, and people will come to view you as an expert on them. You want to share things that promote yourself, but you also want to give your audience what they want to read. Look through your followers, think about what their interests are, and tweet things that’ll interest them. 5. FOLLOW RELEVANT PEOPLE The easiest way to get followers is to follow people. The app Crowdfire lets you follow people who follow accounts like yours, so you can build the kind of following that fits your brand. BuzzSumo, which tells you who the biggest influencers on certain topics are, is also extremely helpful to find people to follow. You can also search Twitter for keywords and hashtags too. 6. TWITTER CHATS Chats are an extraordinary way to meet new people, attract new followers, and gain more information about what’s going on your field. Most Twitter chats take place

Follow me! #GolfChat

weekly on the same day, at the same time. However, you could do one once a month or once a quarter. It’s a great way to focus on one aspect of the game or offer some top coaching tips. Promote an upcoming chat on Twitter itself and via email marketing. Devise a hashtag to accompany it – that way you can measure your impact. Something simple like #GolfChat would work well. 7. RESPOND TO MENTIONS AND SHARES Lastly, respond to mentions and share. This one seems obvious, but a lot of people forget about it. Nothing strengthens professional relationships and loyalty like a little love here and there. If someone has taken the time to mention you or share your post or has sent you a direct message, respond quickly. People expect it.

Get it done this month ✓ Select a decent banner image and profile picture

✓ Check your bio has key words and a link to your website if you have one

✓ Post regularly and share information about events as well as third party articles and video that is relevant to your audience

✓ Follow, engage and respond

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C O N F E R E N C E

Places filling up fast! H ighly respected performance coach, Ian Peek, will kick off the Conference, which runs from November 11-14. Peek will be presenting a framework for ‘optimising performance’, looking at how delegates can improve performance by examining their current models. Those in attendance who are interested in learning more about coaching elements in Thailand will hear from PGA Fellow Professional Richard Hughes about the impact of using technology within their business. Hughes’ session will look at various pieces of software available on the market, including MySwing3d, K_Vest, BodiTrak and both FlightScope & Trackman launch monitors. A club management session will run at the same time with leading experts in marketing, travel and tourism and management. Mike Orloff, owner of Australian media platform ‘Golf Industry Central’ and a specialist in providing golf operations and marketing solutions, will present on the customer journey mapping – focusing on exceeding customer and member goals. Orloff has helped all levels of golf facilities and golf related businesses grow their revenues and bottom line. Asian Golf expert Mark Siegel, owner and managing director of Golfasian the region’s leading Golf Holiday operator, will also give a presentation. Peter Downie, General Manager at Clearwater Bay Golf and Country Club, Hong Kong, will be looking at how investment

Supporting PGA Members in developing their careers and businesses will be a key theme at the upcoming 2018 PGA Members’ International Conference at the world famous Laguna Phuket resort, Thailand.

and the upgrading of services at his facility has led to an increase in member satisfaction and engagement. The club management session will close with a panel discussion where delegates will be able to pose key issues to three industry experts. Women’s participation in the game will a hot topic of discussion on day two. One of the leading research companies in this area, AgroChemical, will present their findings on the subject and explain how PGA Professionals, who are so vital in the development of the game, can maximise the opportunities that getting more females playing the game presents. Another keynote speaker at the 2018 Conference will be Carl Heaton. As the owner of the popular training company ‘Web Courses Bangkok’, Heaton will

present on how to optimise the use of digital marketing in helping Members grow their businesses and entrepreneurial ideas. In addition, PGA Partner and leading customer service analysts and training provider, Simon Woods of the 59Club, will present new research on the customer service experience in Asia and how facilities can improve in this area. Another topic for debate at the Conference will be leadership, with Bruce Williams looking at the differences between managing and leading, as well as key leadership characteristics and competencies. Bookings for the Conference are now being taken and places are filling up fast. To book your place please visit the Conference website www.pgaconference.com or contact the Member Services department on +44(0)1675470333.

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

The PGA Professional

| October 2018

Y O U R

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B E N E F I T S

PGA Benefits

The Great British summer is nearly over, but come rain or shine, we’ve compiled some great discounts available on PGA Benefits to make sure you’re never short of things to do. To access all these benefits and more, log on to PGA Benefits via http://benefits.pga.info Vehicle breakdown cover from startrescue.co.uk There’s never a good time for your vehicle to break. Why not benefit from peace of mind by taking out startrescue.co.uk breakdown cover? Dependable, award winning vehicle rescue cover doesn’t need to cost the earth and with this offer, you can save yourself even more. Just select the cover that suits you and enter your discount code.* For more information log on to PGA Benefits or call 01206 655000 (quote PGA10)

7% discount at over 150 of the UK’s top retailers The Lifestyle vouchers offer members a choice of everyday treats from the high-street, online, leisure and travel sectors – with over 120 of the UK’s biggest brand names. This includes John Lewis, M&S, Currys PC World, Argos, plus many more. Lifestyle vouchers can be redeemed online, in-store or both dependant on the retailer. 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.* For more information log on to PGA Benefits or call 0345 600 7621 (quote PGA)

Great savings on your phone tariffs Voice Mobile offer exclusive mobile phone deals on the EE network, supplying all the latest and most popular handsets while saving on average 28% compared to EE direct.*

Cinemas – Save up to 40% Catch the latest blockbusters and save money on tickets. Get up to 40% off next time you visit the cinema with fantastic discounts available at over 300 nationwide venues. Whether you are seeking action, romance, comedy or thriller, enjoy a great saving every time at both local picture houses and nationwide chains such as Odeon, Vue and Cineworld*.

Virgin Atlantic – 2019 PGA Show offer 15% off airfares from Manchester and London Gatwick to Orlando. Airport taxes are not discounted. Tickets valid for departure between 15th and 22nd January 2019. Return tickets valid for 1 month. Log on to www.virginatlantic.com and enter GE019 in discount code box. Discounts are applicable in Upper Class, Premium Economy, Economy Delight and Economy Classic. 62

Public liability insurance Cover is included in your subscription fee (if you are resident and working in the EU). Contact emma.hadlow@pga.org.uk or call 01675 470 333 for your individual certificate. For any claims, contact Howden on 0121 698 8050. Visit the dedicated PGA insurance site at: pgainsurance.co.uk.

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

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

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

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

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

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

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ARAG

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

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.

Techniblock sun protection

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

Coca-Cola

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

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

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

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

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

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

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

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

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

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

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

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

To take advantage of these and other fantastic deals log on to PGA Benefits via http://www.pga.info/ *Terms and conditions apply to all benefits. See website for details. Offers correct at time of printing. Start Rescue – Insurance is subject to underwriting. Your vehicle must be registered to and ordinarily kept at an address within the territorial limits (UK). Personal breakdown cover allows the policy holder to be covered in any vehicle (some exclusions may apply). A Vehicle breakdown cover policy only covers the vehicle specified in the policy. Voice Mobile Benefits – Savings calculated 10.08.18 and correct at the time of issue. Benefits vary depending on tariff selected. The Cinema Society – Discounts vary between cinema venues. Please check when purchasing vouchers, registration to The Cinema Society is required to access discount. PGA Benefits is managed and run on behalf of The PGA by Parliament Hill Ltd of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register.

The PGA Professional

| October 2018

S I T U A T I O N S

V A C A N T

Director of Golf at Carton House

Carton House, one of Irelands’ Premier Golf Resorts, is looking to recruit a Director of Golf to lead its golf operation. Carton House is a 650-acre private parkland estate that includes two Championship Golf Courses, 165 Bedroom Hotel, Leisure Centre & Spa and Training Pitches. It is also home to the GUI and GUI National Academy. Reporting to the Resort General Manager and a member of the executive team, the Director of Golf will operate at a tactical and strategic level, managing and continuously developing all aspects of the golf business. This will involve providing a clear vision for its strategic direction whilst taking personal responsibility for identifying additional sales and marketing opportunities, ensuring customer service excellence is consistently delivered, and revenues and profitability are maximised. The Director of Golf is responsible for all golf operations at the club, including tee sheet management, membership sales, golf shop, tuition, outside services, golf specific sales and marketing and liaising with both the ladies and men’s clubs. The successful candidate will be/have: • Experience of hosting successful, high profile golf events. • Experience operating as a Director of Golf or representing a resort or club of similar standing in the last five years as a tour professional. • A Qualified PGA/European Tour Member with a minimum of five years’ experience. • Demonstrate a clear understanding of implementing superior golf customer journeys. • Have experience in performing within a team environment and have executive team experience. • Experience of yield management, budgeting, revenue forecasting, capital expenditure, stock management and marketing plans. • Comprehensive knowledge of expense control as it relates to payroll and the forecasting and budgeting of expenses. • Experience in Sales and Marketing and attending trade shows. • Understanding of how the operation of each of the following areas can impact on the golf business: members competitions and tee times; corporate functions and events; golf club administration; golf course maintenance; accommodation; food and beverage. • Experience of successfully coaching a range of clients and setting up and running effective Junior and Team coaching programmes. Key skills to include: Leadership, people management, commercial management, business development, planning and organisation. Communications and inter-personal skills with a customer/member oriented approach. All applications will be dealt with in the strictest confidence. Applicants should send a CV and covering letter to: Kathy Rigney, HR Director, Carton House Resort, Maynooth, Co Kildare. or email krigney@cartonhouse.com Applications close Friday, 19th October.

Southwold Golf Club Est. 1884 The Club seeks a fully qualified PGA Professional to provide all aspects of golfing services. Located in Suffolk on the East Coast in a beautiful setting with an outstanding 9-hole course with thriving membership. We are looking for a selfmotivated, commercially aware individual with excellent interpersonal and organisational skills. Managing your own shop, undertaking coaching to members and continuing to improve our junior development will be key aspects of this position. A close working relationship with the Club’s Executive Committee and members will be essential. Apply with CV/Covering letter by 31st October to mail@southwoldgolfclub.co.uk

The West Lancashire Golf Club Head PGA Assistant/Qualified Professional An exceptional opportunity awaits a qualified PGA Assistant at The West Lancashire Golf Club, regular host to Open Qualifying and many prestigious events including the 125th Amateur Championship in 2020. Facilities include; indoor performance studio and extensive practice facilities.The newly appointed Qualified Professional will support Head Professional and recently recruited PGA Trainee. Role includes; retail, coaching and custom fitting. Sound IT skills are preferable. Excellent interpersonal skills and delivery of exceptional customer service is essential. An excellent package available for the right candidate, including coaching, subsidy of PGA fees and where appropriate, help with relocation. OTE £22,000.Applications with cover letter and accompanied CV to gavinabsongolf@hotmail.co.uk Closing date: 19 October 2018.

Head Professional Ashburnham Golf Club Carmarthenshire, Wales Ashburnham Golf Club, established in 1894, is a premier championship members’ club in Carmarthenshire which celebrates its 125th anniversary in 2019. An opportunity has arisen for an enthusiastic, well qualified individual, to run a retail golf shop and provide tuition, club fitting and club repair services for members and visitors. Key Responsibilities: Work as part of the team with the Board of Directors and Club Manager to take the club forward. Ensure a high standard of customer service at all times. Operate and maintain a well-stocked shop. Employment and development of a PGA Assistant. Be responsible for coaching, club fitting and tuition programmes. Assist with the management of competitions. Assist with the management of society and corporate days. For more detailed information about the services we require please contact Mr Damion Gee, Club Manager at: admin@ashburnhamgolfclub.co.uk Please include a covering letter, CV and CPD statement.Please indicate past experience and your aims for the success of the business. Closing date for applications: 31st October 2018 unless the position is filled prior to this date. Ashburnham Golf Club Cliffe Terrace, Burry Port, Carmarthenshire SA16 0HN www.ashburnhamgolfclub.co.uk Office: 01554 832269 (Option 1)

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V A C A N T

Blackley Golf Club is inviting applications from qualified PGA Professionals to be at the heart of our golf club. This is an excellent opportunity for a committed and self -driven qualified PGA Professional to establish themselves at this fantastic club. The Club was established in 1907. The course underwent significant improvements with a new clubhouse opening in 2009. The Club is situated in a populated location very close to major motorway links and 15 minutes away from Manchester city centre. The Club is seeking to enter into a contract for services with the candidate who can demonstrate that they can offer exceptional service standards for the following key areas. • Offer outstanding customer services. • Demonstrate the ability to engage with golfers of all ages, abilities and genders, delivering high quality tuition both on a 1:1 basis and group coaching sessions. • Operate an independent comprehensive golf retail business, providing a first-class service to club members and visitors which embraces and offers the latest technology. • Provide administration and support for golf related services for members and visitors to provide an excellent customer experience. • Develop innovative ways to adapt the golfing business offered at Blackley Golf Club to maximise income streams and participation / involvement of local communities. • Demonstrate a commitment for the professional services to adapt, align and work alongside the Club’s management and members for the needs of the Club. • Provide an enthusiastic and creative approach to the delivery of communication and marketing for both golf professional and Club requirements which will include the use of social media platforms. • Excellent use and development of IT will be a requirement. • Ensure that the provision of services comply with all legislative requirements. The Club will offer a competitive package for services to the successful candidate. Interested applicants should provide an up-to-date CV and cover letter with a statement outlining experience, suitability and how you would deliver a quality service to meet the needs of the Club to: Mrs T Bland, Blackley Golf Club, Victoria Ave East, Manchester M9 7HW or email: tracey@blackleygolfclub.com. Informal contacts to Tracey Bland on 0161 643 2980, option 1. The closing date for applications is Friday 26th October 2018. Interviews are scheduled to take place week commencing the 12th November 2018.

SELF EMPLOYED PGA PROFESSIONAL DRUMPELLIER GOLF CLUB, COATBRIDGE, NORTH LANARKSHIRE Drumpellier Golf Club sits on the west side of Coatbridge with easy access to the main trunk routes M8, M74 and M73. The course measures 6361 yards and has a standard scratch of 71. The original layout was designed by Willie Park and later altered significantly by James Braid is parkland and offers a great test of golf to members and visitors. Following the impending retirement of the current PGA Professional, an opportunity has arisen for an enthusiastic qualified PGA Professional to run a retail golf shop and provide tuition, club fitting and club repair services for members and visitors. Our ideal candidate will possess the following attributes and skills: • To recruit and lead a professional and efficient team to deliver required services. • The competence to deliver an excellent retail service. • Administer and deliver golf related services for members and visitors to provide an excellent customer experience. • Develop and deliver a modern customer- focused sustainable coaching business. • Provide the highest standard of golf tuition to individuals and groups. • Embrace the latest technology to enhance all areas of the service provided to include tuition, custom-fitting and repair services. • Assist with the management of club competitions, society and corporate days. • Use their ability as a PGA Professional to support the growth of income streams. To apply, please forward an up to date CV with covering personal statement giving details of why you would want the role, with evidence of the above attributes and skills, your current position and required notice period to: secretary@drumpelliergolf.co.uk or post to: AH Stewart, Secretary, Drumpellier Golf Club, Drumpellier Avenue, Coatbridge ML5 1RX. Closing date for applications: 1st November 2018. The PGA Professional

| September 2018

E M P L O Y M E N T

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

UK AND IRELAND Mark Janes Golf Academy, Kent

Training Applicant/Apprentice required for thriving Academy. Excellent opportunity for a dynamic, hard-working, motivated person to join a successful team of customer centric professionals. Passion for long-term coaching career a must. Full training and on-going support given. Email CV/cover letter to Mark Janes at: mark@markjanes.com by 19 Oct. Edgbaston Golf Club, Birmingham

An exciting opportunity for a year 1/year 2 assistant to join an ambitious professional team, on a 30-hour contract. Role includes: retail, coaching and golf event management. Applicant would need to be hard working and eager to learn. Entries close 22nd Oct. Applicants should apply with CV and cover letter to josh@davidfulchergolf.co.uk. Tandragee Pro Shop, Tandragee Golf Club, Co Armagh

Registered Trainee/1st Year Assistant Professional required for members golf club. Role will comprise assisting the Head Professional in the efficient running of the Pro Shop, engaging with members and supporting the coaching programmes. Excellent training will be provided. Flexible working hours. Cover letter/CV to dympnakeenan@aol.com by 29th October 2018. Stand Golf Club, Manchester

Chevin Golf Club, Derbyshire

Trainee/Assistant professional required to assist the smooth running of the Pro Shop & Junior Coaching at this busy members’ club. This position gives the applicant an opportunity to grow their own coaching client base. The applicant must be organised, reliable and enthusiastic. Please send your CV to chevinproshop@gmail.com by 22 Oct. Lahinch Golf Club & Ballyneety Driving Range

Qualified teaching professional/ club fitter required for exciting position available in Limerick/Clare Region. You must have a passion for juniors, group lessons, as well as individual lessons. Looking for a self-motivated energetic professional. To apply, contact Donal McSweeney at: donal@mcsweeneygolf.ie with CV and cover letter by 19 Oct.

OVERSEAS Al Hamra Golf Club, United Arab Emirates

Al Hamra Golf Club is excited to announce the exceptional career opportunity of full-time Assistant Golf Professional. Qualified candidates will thrive in a hospitality environment and be highly focused on providing superior service. Role is ideal for a newly qualified PGA Professional, trainee, or training applicant. To apply please contact karl.rowe@alhamragolf.com by 24 Oct.

Supporting the relationship between

Assistant Professional position. Retail, Coaching, Repairs and custom fitting experience will be gained by working at Stand GC.PGA Professionals and the golf industry You will also be encouraged to play tournament and social golf. An ideal opportunity for an enthusiastic, friendly aspiring golf The PGA offers a free, bespoke service designed to Supporting the relationship between professional. Please send cv to hancockgolfpro@gmail.com.

Professionals and the golf industry assist youPGA through the recruitment process to ensure you get the right PGA Professional for your facility. The PGA offers a free, bespoke service designed to Full time coaching role at The London Golf Performance The PGA has more 150 golf clubs with their assisthelped you through thethan recruitment process to ensure Academy, located at Bexleyheath Golf Club. recruitment needs in the past two years by: you get the right PGA Professional for your facility. Indoor golf swing studio equipped with the SkyTrak launch The PGA has helped more than 150 golf clubs with their Identifying roles and responsibilities monitor with both heaters and air conditioning, as well as a 9 recruitment needs in the past two years by: hole golf course in prime location. Apply by emailing Assisting with writing the initial advertisement Identifying roles and responsibilities contact@thelondongolfperformanceacademy.com by 31 Oct. Advice on interviewing Assisting with writing the initial advertisement on interviewing Doncaster Town Moor Golf Club, South Yorkshire GuidanceAdvice around remuneration Guidance around remuneration PGA assistant required at DTMGC. Fantastic all year-round Developing service level agreements / contracts Developing service level agreements / contracts private members club set in the famous Doncaster race course. Mediation andand ongoing support Mediation ongoing support Applicants will be dynamic, reliable, positive and forward The London Golf Performance Academy, Kent

thinking. CV/covering letter to Mark Howard Stirling, Doncaster For more information contact Jessica Harrison Town Moor Golf Club, Bawtry Road, Doncaster DN4 5HU or For more information contact Jessica Harrison on 01675 470 333 or at: recruitment@pga.org.uk contact 07538 138864, proshopdtmgc@hotmail.com. on 01675 470 333 or at: recruitment@pga.org.uk

ROYAL ABERDEEN GOLF CLUB An exciting and unique opportunity for a qualified PGA Assistant to work at the 6th oldest golf club in the world. Applicants must be well motivated, reliable, with strong customer service skills and an enthusiasm for retail, teaching which includes working with Trackman, custom fitting and repairs. Previous experience at a private members’ club would be helpful, but is not essential. On-site accommodation available to successful applicant. Apply with covering letter and CV to David Ross, Head PGA Professional or email david@royalaberdeenproshop.com Closing date for applicants – Friday 2 November 2018.

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