The PGA Professional magazine - April 2020 by The PGA

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Volume 16 Issue 3 April 2020

DEALING WITH THE CORONAVIRUS CRISIS COVID-19 SUPPORT AND ADVICE INSIDE THIS ISSUE!

PGA HELPLINE SET UP PGA HELPLINE SET UP

Your Association is here to help Your Association is here to help you you

THE FUTURE SHINES BRIGHT This year’s top PGA Graduates

KEEPING IN TOUCH WITH YOUR CUSTOMERS

Member communication and why it’s important

TOP TIPS TO BLAST YOUR SOCIAL MEDIA MARKETING

CONTENTS FEATURES

INTERNATIONAL

06 26

CO-VID-19

GOING GLOBAL

A round up of some of the support and resource available

CELEBRITY COACHING Perks of the job

New series looking at golf companies offering international careers

TRAVEL

40 42

TRAVEL BUSINESS Tournament experience insight from DP World Tour Championship

DESTINATION GUIDES Dubai’s Omega Desert Classic, January 2021 The PLAYERS Championship, March 2021

COACHING

44 46

COACHING IN THE UK

INSIDE THE PGA

04 17

ROBERT MAXFIELD This month from The PGA’s Chief Executive

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

PGA RETAIL

28 36 38

What can we learn from the latest survey findings

INDUSTRY INSIGHT Draw bunker shots like Rory

MARKETING

BUILDING YOUR COMMUNITY

52 54

Keeping in touch with your members is a priority

What’s happening in the golf retail industry.

KNOWLEDGE IS POWER Foremost’s survey results will help drive your business forward

PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Phil Barnard, David Colclough, Antje Derks, Ben Foster, Me and My Golf Photographers: Getty Images, Andy Hiseman Production Assistant: Kelly Lewis Design: Andrew Beavis PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888

How to blast your social media

YOUR BRAND Why you should be using branded visual content

RETAIL Advice to help your retail business survive the lockdown and beyond

MEMBERSHIP

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

RECRUITMENT

SITUATIONS VACANT

Editor: jane.carter@pga.org.uk

TOP TIPS

TRADE NEWS

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THE OFFICIAL PGA MEMBERS’ MAGAZINE

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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 2020 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 is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

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FROM THE CHIEF EXECUTIVE

eflecting on the past few weeks it still seems surreal. From the first few days of golf courses being open but having to adapt to the social distancing measures, then moving to the full lock-down, it has been an emotional rollercoaster for everyone. All aspects of our lives have been affected. Our families, friends, neighbours, our businesses- and our futures, as we look ahead to nothing but uncertainty for the next few weeks and then what may follow. The PGA reacted quickly as golf courses moved from being open, to lockdown and as the various Government measures were announced. Our communications were ramped up to keep pace with the news as it came out, whilst behind the scenes staff reviewed the support available and the specific consequences for PGA Professionals and your businesses to ensure you had the best possible guidance. The majority is included in this issue of the magazine for your reference.

the recent winter weather, have now found themselves completely vulnerable with no reserves to fall back on. We have extended our help to support facilities in any way we can. Whilst Members remain our top priority, supporting your employers over the coming weeks will be vitally important to protect the future of the game. Golf has often been accused of being a fragmented industry. However, in the last few weeks we have come together as a united community with representatives of all the leading governing bodies. We speak regularly about the challenges and issues facing each of us and working collaboratively wherever possible to provide support and solutions. This work will become more important in the coming weeks as we switch to looking to the future. We must recognise the importance of acting as one as we navigate our way out of this crisis. Whilst it is hard to remain optimistic in such difficult circumstances, I am confident that as an industry we will emerge from this in many ways stronger than before. Employers and the industry

“

Whilst it is hard to remain optimistic in such difficult circumstances, I am confident that as an industry we will emerge from this in many ways stronger than before

Virtually almost everyone on the PGA team has moved to manning our helplines and making literally hundreds of calls to our Members. We are here to help. In some cases, it may simply provide someone to talk to and know that as a PGA Member you are not alone. But over the coming weeks the channels of communication and dissemination of information will grow increasingly important. I would urge each of you to keep an eye on the our CoVid-19 portal on the website, watch out for emails coming into your inbox and to make use of the helpline and the support available to you. The frenetic pace has calmed down in the last few days and given all of us pause for thought. The future will seem bleak and we can’t ignore that there will be causalities in our industry along with many others. This more than ever has exposed the weaknesses. Club volunteersmany of them not professionals in their field of decision making- have been left reeling by the impact on their golf clubs. Membership renewals continue to be a big concern. Clubs that were already struggling to thrive following the downturn in the market and The PGA Professional

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at large have seen in sharp focus that it is the professional teams at every facility that have the skills to deal with some enormously difficult decisions and often at speed. This will have raised many questions as to how golf is structured, and the key people needed to steer through difficult times. PGA Professionals, Managers and Greenkeepers have risen to the challenge. We have heard many wonderful stories of how PGA Professionals have reacted to the situation, supporting not only their golf clubs but their wider communities. In the coming months as golf returns to being open, it is important we build on that and demonstrate to your employers, the wider industry and thousands of golfers that the PGA Professional always has and will continue to be ‘at the heart’ of the business. My very best wishes to you and your families. Above all, stay safe and well.

Robert Maxfield Chief Executive

FEATURE

COVID-19

RESOURCE HUB

The PGA’s COVID-19 Resource Hub remains an important, central resource for Members, golf clubs and the golf industry throughout the coronavirus pandemic. South Region

01279 652 070

Midlands Region

01675 624 755

North Region

01204 496 137

South Region

01483 224 200

West Region

07799 111 857

in Scotland

07799 111 862

in Ireland International

00353 4293 21193 +44 (0) 7771 751 324

Supported by BIGGA, the GCMA and The R&A, the online hub, hosted on The PGA website, has been kept up-to-date with relevant information surrounding the current crisis. It includes advice, information and resources on all aspects of the golf industry, including the latest statements from the golfing unions and bodies. The PGA continues to regularly update the hub as new advice and Government changes are announced. Visit the COVID-19 Resource Hub by CLICKING HERE. A HELPING HAND The PGA has spoken to thousands of PGA Members around the world following the launch of a dedicated ‘COVID-19 Helpline’. The helpline was launched to support PGA Members, golf clubs and their management teams through the ongoing coronavirus pandemic. More than 2,200 Members received support within three days of the helpline launching on March 26, and more than 500 golf facilities have also spoken to the helpline team.

The COVID-19 Resource Hub has had over 13,000 page views since it was launched on March 13, 2020. April 2020

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The PGA has been in touch with more than 2,500 Members and almost 800 golf facilities. The helpline will continue to provide Members and their golf facilities with a point of contact throughout the ongoing crisis. It will mainly focus on providing information about the Government financial support packages for the self-employed and businesses, providing information around who can access the support and how you apply. Robert Maxfield, Chief Executive of The PGA, commented: “We remain concerned about the impact on our Members, their professional colleagues and their golf facilities. “The helpline will now allow us to respond to our Members. individual concerns and questions and we will be here as a point of contact for them and their facilities should they need us.” A dedicated team of PGA staff have also been proactively contacting PGA Members and their facilities to direct them to further support and advice. The helpline telephone numbers are listed in the panel and on the COVID-19 Resource Hub. They will be manned between 9am-5pm, Monday to Friday.

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THE PGA NEEDS YOU! COVID-19 has impacted PGA Members around the world. For many your working life has changed and you are learning to adapt to a new way of living. We want to hear about how the coronavirus pandemic has impacted your work. How have you managed to adapt during these unprecedented times? How have you managed to keep your business running with all the recent limitations? What positives have you managed to draw from the current situation? What piece of friendly advice or support would you give to your fellow PGA Professionals? Email your stories / suggestions to media@pga.org.uk

FEATURE

FINANCIAL SUPPORT FOR EMPLOYEES, BUSINESSES AND THE SELF-EMPLOYED The COVID-19 pandemic has impacted a large number of PGA Members. The UK Government has announced a number of measures to support employees, businesses and the self-employed during this unprecedented time.

THE CORONAVIRUS SELF-EMPLOYMENT INCOME SUPPORT SCHEME • PGA Members who are self-employed and who have suffered a loss in income can apply for a grant worth 80 per cent of their average monthly profits over the last three years, capped at £2,500 per month • The scheme is open to those who are already self-employed and have a self-assessment tax return for 2019 • Grants will be available across the UK for initially three months and will be backdated to the beginning of March. Important conditions worth knowing: • Those who became self-employed recently who do not have a 2019 self-assessment tax return will not receive any help under this scheme – their option is to refer to the benefits system • Company owners who pay themselves a salary and dividends through their own company ARE NOT covered by this scheme but will have 80 per cent of their salary covered if operating through PAYE. • At least half of claimant’s income needs to have come from self-employment as registered on their 2018-2019 tax return filed in January How to Claim • HMRC will directly contact those they know to be eligible and invite those eligible to apply online. You will need to confirm you meet the eligibility requirements More information on the scheme and additional help for the selfemployed can be found by CLICKING HERE. CORONAVIRUS BUSINESS INTERRUPTION LOAN SCHEME (LAUNCHED MARCH 23) • Small/medium sized businesses can borrow from $1.2 million to $5million, with the first six months being interest free (paid by the Government) • To find out more about the Coronavirus Business Interruption Load Scheme CLICK HERE. BUSINESS RATES AND SUPPORT GRANTS The Government has provided $20 billion of business rates support by:

April 2020

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• 100 per cent business rates relief in 2020/21 to all businesses in the retail hospitality and leisure sectors including sports clubs. Find out more here. • Hospitality, retail and leisure businesses with a rateable value between $15,000 and $51,000 can be provided with a one-off grant of up to $25,000. Enquiries should be directed to your local authority. • One-off grants of up to $10,000 have been made available to small businesses who are eligible for Small Business Rate Relief. Those eligible will be contacted by their local authority Find out more about business rates and support grants in ENGLAND, SCOTLAND, WALES and NORTHERN IRELAND. MORTGAGE PAYMENT SUPPORT • Mortgage lenders have agreed to support customers experiencing financial issues due to the COVID-19 crisis by offering payment holidays of up to three months. Contact your mortgage lender to find out more. STATUTORY SICK PAY (SSP) SUPPORT • Anyone self-isolating due to COVID-19 can claim SSP including those who are caring for people self-isolating in the same house. To find out more about SSP click here. Small/medium sized businesses may be able to claim the costs of SSP for sickness absence due to COVID-19 as follows: • Up to two weeks SSP per eligible employee who is unwell or self-isolating • Businesses with fewer than 250 staff can claim the refund Those people who are not eligible for SSP because they are self-employed and who have COVID-19 or have been advised to self-isolate can claim Universal Credit or Employment and Support allowance. Additional resources have been made available to help those struggling to pay their tax liabilities – HMRC will make 2,000 call handlers available to support taxpayers. A COVID-19 helpline number has also been set up. Call 0800 0159 559 Monday to Friday (8am-8pm) and Saturday (8am-4pm).●

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FINANCIAL SUPPORT FOR PGA MEMBERS IN THE SOUTH OF IRELAND If you have lost your job in Ireland due to COVID-19 or you are medically certified to self-isolate you can apply for Illness Benefit for COVID-19 absences. This is a payment of 350 euros a week. A number income support schemes are available from the Department of Employment Affairs and Social Protection. The Temporary COVID-19 Wage Subsidy Scheme allows employers to pay their employees during the pandemic. They will be refunded up to 70 per cent of their wages up to 410 Euros. Visit the COVID-19 Resource Hub for more financial support schemes for PGA Members in Ireland.

FEATURE

WHAT GOVERNMENT SUPPORT IS AVAILABLE TO YOU? Almost every PGA Professional is currently affected by business interruption due to the COVID-19 emergency, while government advice and support is evolving almost daily. Against this background, the Association is keen to provide some clarity to members on what government support is currently available under a number of scenarios, depending on how their individual businesses are constituted, and how this support might be accessed*. In this article we look at business situations affecting Sole Traders. Guidance for Partnerships, Limited Companies and multiple income sources e.g. employed for some services, self- employed for others can be found on the website.

SOLE TRADER Definition A sole trader is a person who is the exclusive owner of an unincorporated business, entitled to keep all profits after tax has been paid, but liable for all losses. Examples of primary activities Scenario 1 - Club Professional Scenario 2 - Coach Scenario 3 - Tournament player The scenarios that follow are intended to be samples of situations which might arise, and should be treated as indicative to allow the PGA member to best assess his or her own likely situation in relation to the COVID-19 financial challenges.

*This information is for guidance only. It is not intended to be prescriptive and legal and accounting/tax advice should be sought where appropriate.

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FEATURE

TAX YEAR

2016/17

35,000

2017/18

45,000

2018/19

40,000

TOTAL AVERAGE TRADING PROFIT

120,000 40,000

His trading profits represent 65% (i.e. more than 50%) of his total income.

SCENARIO 1A – Joe is a Club Professional who has been trading for many years. He has run a successful business as a sole trader and is VAT registered. He traded throughout 2019/20, until such time as the golf courses throughout the United Kingdom were closed. Joe’s business is now effectively mothballed until the current crisis plays out and he has put his qualified Assistant, an employee, on furlough under the terms of the Coronavirus Job Retention Scheme to minimise the financial impact and ready himself to restart trading in the next few months. He fully intends to get his business back on track during 2020/21. Joe has made the following trading profits over the last three financial years, and has submitted his tax returns for all three years:-

Joe is therefore likely to be entitled to grant support under the Self Employed Income Support Scheme (“SEISS”) of up to 80% of his monthly average trading profit or £2,500, whichever is lower. His average monthly income is £3,333 (80% of which is £2,667) so Joe’s grant will be restricted to £2,500 per month for the three months to 31 May 2020. Joe does not need to contact HMRC at this stage to claim this grant. HMRC is checking eligibility and will invite applications from those eligible once the scheme is operational. If Joe’s application is ultimately successful, he will receive a lump sum grant payment directly into his bank account from early June 2020. This grant will form part of his taxable income for tax year 2020/21, and will need to be declared in his self-assessment tax return which is due to be submitted to HMRC by 31 January 2022. Joe was due to pay the next instalment of his 2019/20 self-assessment income tax on 31 July 2020. He does not now have to pay this until 31 January 2021, although he is free to make the payment in July 2020 if he so wishes. Joe may want to liaise with his accountant with a view to completing his financial statements and filing his 2019/20 self-assessment tax return early in order to crystallise any refunds etc which might fall due to him. Joe’s turnover exceeds £85,000 per year, so he has been registered for VAT for some time. His VAT quarter ended on 31 March 2020, and his VAT return was therefore due for submission to HMRC, and his payment due to have cleared, by 7 May 2020 (one month and 7 days after the end of the VAT quarter). However VAT payments due between 20 March until 30 June have been deferred and now fall to be paid by no later than 5 April 2021, so this should have a positive impact on Joe’s cash flow, until such times as his SEISS grant is received in early June. However, Joe still needs to submit his VAT return by 7 May 2020 to avoid penalties. If Joe pays his VAT by direct debit, the payment will be taken from his account when his VAT return is lodged with HMRC, so he should consider cancelling his direct debit and reinstating it in time to meet the new due date for payment.

*This information is for guidance only. It is not intended to be prescriptive and legal and accounting/tax advice should be sought where appropriate.

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FEATURE

tide him over for the next few months. However, while he meets many of the criteria for the grant, his trading profits in 2018/19 were less than 50% of his total taxable income, so he is unlikely to qualify for the grant support otherwise available through SEISS. Justin was due to pay the next instalment of his 2019/20 self-assessment income tax on 31 July 2020. He does not now have to pay this until 31 January 2021, although he is free to make the payment in July 2020 if he so wishes. He may, in the meantime, want to liaise with his accountant with a view to completing his financial statements and filing his 2019/20 self-assessment tax return early in order to crystallise any refunds etc which might fall due to him.

IN SUMMARY, at this time Joe can take advantage of the UK government’s SEISS grant funding, maximise cash flow advantages by deferring self-assessment income tax and VAT payments and maintain his workforce by using the furlough arrangements.

SCENARIO 1B – Justin is a recently qualified PGA Professional who was appointed to his first club professional’s position in November 2018. Prior to taking up his position, he was the qualified assistant at another golf club, where he was paid a salary and supplemented his earnings by undertaking junior coaching. Justin has the accounts from his business as a sole trader made up to 31 March each year. He submitted his tax return for 2018/19 by the due date of 31 January 2020, reporting both the earnings from his employed status and a small surplus from the first 5 months of his self-employed work as a new club professional and coach. For 2018/19, Justin’s income can be summarised as follows:£ INCOME FROM EMPLOYMENT

15,000

TRADING PROFIT

6,000

TOTAL INCOME

21,000

He continued to operate in his position as club professional throughout 2019/20 until such times as the golf courses throughout the United Kingdom were closed, and fully intends to continue in his role when the lockdown is over. He had hoped to take advantage of the Self Employed Income Support Scheme (“SEISS”) to

IN SUMMARY, Justin unfortunately cannot take advantage of the SEISS scheme but, In the absence of any other income at present, he may want to consider making a claim for Universal Credit.

SCENARIO 2 – Fiona is a well-respected coach working out of a number of venues. She’s a sole trader, made a trading profit of £24,000 in 2018/19 and continued to work full on during 2019/20 at an increased capacity due to the industry-wide demand for female coaches. Her coaching business is her sole source of income, but her diary currently has no forward bookings because of the COVID19 uncertainty. She intends to continue coaching throughout the rest of this year, once the restrictions on movement are lifted. Fiona did some overseas trips with groups of women golfers during January and February 2020, and because she was out of the country, missed the deadline of 31 January for filing her 2018/19 self-assessment tax return. She intended to get round to it during March, but with the speed of the lockdown, didn’t quite manage to do so. Now her income stream has dried up and she would like to apply for the Self Employed Income Support Scheme ((“SEISS”) which would allow her to receive a grant of up to 80% of her computed trading income or £2,500 (whichever is lower) per month for the three months from March to May. However, because she has not submitted the 2018/19 tax return and paid her income tax instalment due by 31 January 2020, Fiona does not currently qualify for the SEISS grant. Fiona now has a short window up until 23 April 2020 to submit her 2018/19 tax return and pay her outstanding tax and penalties, and, if necessary, she should contact her own accountant to progress this as a matter of urgency. Once her tax return has been submitted and her payments are up to date, Fiona is likely to be

*This information is for guidance only. It is not intended to be prescriptive and legal and accounting/tax advice should be sought where appropriate.

April 2020

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FEATURE

able to apply for the SEISS, as her average trading profits will be able to be computed and used as the basis for any grant application. She does not need to contact HMRC at this stage to claim this grant. HMRC is checking eligibility and will invite applications from those eligible once the scheme is operational. If Fiona’s application is ultimately successful, she will receive a lump sum grant payment directly into her bank account from early June 2020. This grant will form part of her taxable income for tax year 2020/21, and will need to be declared in her self-assessment tax return which is due to be submitted to HMRC by 31 January 2022. Fiona was due to pay the next instalment of her 2019/20 self-assessment income tax on 31 July 2020, but will not now have to pay this until 31 January 2021, although she is free to make the payment in July 2020 if she so wishes. She may, in the meantime, want to ask her accountant to prepare her financial statements and file her 2019/20 self-assessment tax return early in order to crystallise any refunds etc which might fall due to her. IN SUMMARY, if Fiona manages to submit her 2018/19 tax return and make the relevant associated payments to HMRC by 23 April 2020, she should be in a position to make an application for SEISS grant funding, and take advantage of the deferral of the income tax payment due in July 2020.

SCENARIO 3 – Sam is a player of some repute, earning most of his income from playing at County, Regional and National level, supplemented by delivering some coaching and certain elements of sponsorship, including accompanying a group of businessmen on international pro-am trips. 100% of his income is generated through his business as a PGA Professional. He makes up his accounts to the end of December each year to coincide with the end of the PGA’s annual tournament schedule, and has submitted all of his tax returns on time. Sam has had a successful few years on the golf course, and has reported the following trading profits over the last three financial years:TAX YEAR

Since his average trading profit is under £50,000, he is likely to be entitled to grant support under the Self Employed Income Support Scheme (“SEISS”) of up to 80% of his monthly average trading profit or £2,500, whichever is lower. His average monthly trading profit is £3,860 (80% of which is £3,088) so Sam’s grant will be restricted to £2,500 per month for the three months to 31 May 2020. Sam does not need to contact HMRC at this stage to claim this grant. HMRC is checking eligibility and will invite applications from those eligible once the scheme is operational. If Sam’s application is ultimately successful, he will receive a lump sum grant payment directly into his bank account from early June 2020. This grant will form part of his taxable income for tax year 2020/21, and will need to be declared in his self-assessment tax return which is due to be submitted to HMRC by 31 January 2022. Sam was due to pay the next instalment of his 2019/20 self-assessment income tax on 31 July 2020. He does not now have to pay this until 31 January 2021, although he is free to make the payment in July 2020 if he so wishes. He may want to liaise with his accountant with a view to completing his financial statements and filing his 2019/20 self-assessment tax return early in order to crystallise any refunds etc which might fall due to him.● IN SUMMARY, Sam should be in a position to make an application for SEISS grant funding, and take advantage of the deferral of the income tax payment due in July 2020.

Further guidance for Partnerships, Limited Companies and multiple income sources e.g. employed for some services, selfemployed for others can be found on the website www.pga.info

2016/17

45,000

2017/18

51,000

2018/19

43,000

TOTAL

139,000

AVERAGE TRADING PROFIT

46,333

*This information is for guidance only. It is not intended to be prescriptive and legal and accounting/tax advice should be sought where appropriate.

The PGA Professional

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FEATURE

LOCKDOWN

LESSONS YOUTUBERS

PGA professionals as well as the Golf Foundation and R&A have wasted no time in turning to the internet and social media to engage with their clients, club members and followers during the lockdown. For some, this involves passing on tips for free; for many, online coaching is becoming a good source of income. Similarly, some are practised performers: Rick Shiels has more than 800,000 YouTube followers whereas others are newcomers. This selection is by no means comprehensive but gives a snapshot of what some PGA professionals and golf organisations are up to in these difficult times.

Rick Shiels has turned his garage into a golf studio to enable him to pass on tips to his army of followers during the lockdown.

Meanwhile James Robinson, a PGA professional with almost 100,000 subscribers, has created a mini-golf course in his garden to keep his channel going and

In addition, Robinson and fellow PGA professional and short game specialist Chris Dennis are offering lessons.

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FEATURE

GOLFING ORGANISATIONS GOLF FOUNDATION The national charity that encourages children and young people to get into golf has devised the #LockdownKnockdownChallenge

THE R&A The game’s governing body is promoting #GolfAtHome by inviting golfers to share their photos and videos of golfers practising the game at home.

KID’S STUFF GOLPHIN FOR KIDS

GOLF CUBS

“Calling all kids and parents – we have some superb news for you,” says PGA pro Alan Tait, Golphin regional director. The company has introduced MyPathway2Golf @ Home Programme to help kids keep boredom at bay during the lockdown.

The brainchild of Derbyshire-based PGA pro Tom Hefford is a fertile source of written and online fun for young golfers. Latest games to beat combat kids lockdown blues are a golfing-themed Pictionary and Putting Ruler.

LITTLE GOLFERS Andy Little, the award-winning owner of Sandown Park-based Little Golfers, is keeping his young charges interested in the game with games and tips on his Facebook page. Some of these have an educational as well as fun angle.

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FEATURE

PGA PROFESSIONALS Steve Astle an Advanced PGA Professional at the East Midlands Golf Academy in Derbyshire has set up The Golf Business – a Facebook group that enables fellow pros to share ideas and opportunities and help them through the coronavirus outbreak.

@IRISHJUNIOROPEN Barrie Trainor provides an insight into what life as a PGA Professional is like in China in the current climate.

@CHAMP_OF_CHAMPS @JULIEOTTOGOLF Julie Otto, a former PGA Assistant of the Year and mentor of this year’s winner, Matthew Pugh, has taken to Twitter to demonstrate the art of chipping in her garden.

Gary Wardlow of Spa Golf Club, Ballynahinch, Co Down proves a keepy-uppy king at CLICK HERE. Katie Rule, who is attached to Mendip Spring Golf Club in Somerset, is running a series of daily Lockdown Lessons that utilise common household objects as well as more conventional equipment. The YouTube link to the daily drills is emailed to club members.

@GDAVIESGOLF A video showing former European Tour player and head teaching professional at Abbeydale Golf Club, Sheffield, Gareth Davies, executing a series of chip shots in his garden has been viewed more than 600 times. CLICK HERE.

@AILSABAIN Scot Ailsa Bain emulates the trick the nineyear-old Rory McIlroy performed on live TV by chipping a ball into washing machine. She also uses a more conventional item, a children’s slide, for short game practice.

@PGA_SARAH Sarah Smith, a PGA pro attached to Saffron Walden Golf Club in Essex and regular competitor on the WPGA One-Day Series, takes on the challenge at CLICK HERE.

Peter Myers at the Dunes Golf Centre, Fraserburgh, Scotland, has devised a number of golf games that can be played at home during the lockdown and beyond. He is also asking game inventors to send him their ideas so that he can add them to the club’s collection. www.dunesgolfcentre.co.uk

April 2020

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NEWS NEWS F E AT URE ON THE MOVE The latest PGA Member appointments across the UK, Ireland and overseas.

PGA Pros centre stage at golf’s ‘Oscars’ PGA Professionals were among the winners at 59club’s 10th annual industry ‘Oscars’ at the Forest of Arden Marriott Hotel & Country Club. Chris Reeve (The Belfry) retained his Golf Manager of the Year title (over £75 category) with The Belfry also named as the 59club’s ‘Ultimate Golf Resort’ for the second year running. Reeve said: “Having received crowning glory from 59club once is truly an honour, to maintain the highest prized accolade two years in a row across our entire operation amplifies the team’s commitment to delivering the greatest experiences in golf, cementing our position as Europe’s Ultimate Golf Resort. “It was fantastic to see Jacques Hobson crowned Food & Beverage Manager of the Year, and retaining the Golf Manager of the Year title is a personal highlight in my career. We all have a lot to celebrate!” Stoke Park took home the other big award on the night after being crowned ‘The Ultimate Members’ Club’. Speaking after collecting the award, PGA Member and director of Golf at Stoke Park, Stuart Collier, commented: “At Stoke Park we are blessed to have world class facilities but we feel the interaction with the staff is the most important element of any visit and we rely

on the 59club to provide us with real feedback to monitor, manage and improve this.” Elsewhere, Sean Graham was crowned ‘Golf Retail Manager of the Year’ (over £75 category) for his work at Foxhills Club & Resort – home of the 2021 PGA Cup. Chris Fitt, Director of Golf & Leisure at Foxhills, also collected an award as the Surrey venue was named Golf Operations Team of the Year (over £75 green fee). 59club’s illustrious accolades are determined by scores collected from their impartial mystery shopping audits, which evaluate the experience afforded to visiting golfers and prospective members, in accordance with 59club’s objective benchmarking criteria. CLICK HERE to view a photo gallery from the 10th annual 59club Awards.

PGA National Poland partners with top Asian resort Modry Las Golf Resort has signed its first reciprocal agreement in Asia with one of the continent’s leading golf destinations. The arrangement between Modry Las and TPC Kuala Lumpur will see visiting members of each club enjoying complimentary green fees while in Poland and Malaysia. Described as the most luxurious golf and country club in Malaysia, TPC Kuala Lumpur has two championship 18-hole courses which have hosted numerous international tournaments including the Maybank Malaysian Open. In addition to the East and West Courses, TPC Kuala Lumpur has a plethora of world-class facilities including an Olympic-sized swimming pool, a golf academy with club fitting facility and a multi-tiered fully automated driving range. Arthur Gromadzki, Chairman at Modry Las, commented: “Signing a reciprocal agreement with Malaysia’s Best Golf Course will be something that our members, in particular, will enjoy.”

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David Llewellyn has returned to Carden Park as the Cheshire club’s new executive golf professional. “I am very excited about coming back home,” said Llewellyn. “Carden Park has the opportunity to be one of the best golfing destinations in the UK.” Also in the North, after more than eight years at Bolton Golf Club, Ian Orrell is now the golf operations manager at De Vere Wychwood Park. Paultons Golf Centre has confirmed the appointment of David Meaney as the club’s new head professional. Meany commented: “I’m looking forward to enhancing all areas of the club.” A 13-year spell at Weald of Kent Golf Club has come to an end for Jacques Gous who is now the operations manager at Sedlescombe Golf Club. Other moves in the South see Gavin Robinson join the GCMA as their new professional development manager, while Kane Gilder is now a fitting technician at Honma Golf Europe and Steve Stiller is the new general manager at East Brighton Golf Club. In the East region, Mark Sibley brings to an end seven years at Tea Green Golf Course as he becomes a club professional at Stockwood Park Golf Club. Simon Hill is now a club professional at Gosfield Lake Golf Club and Ross Spurgeon has started as an Assistant Professional at Chingford Golf Range.

NEWS

Nigel Wixon

David Edwards

Fab four made Honorary Members PGA Master Professionals Keith Williams and Gary Alliss have been made PGA Honorary Members, along with David Edwards and Nigel Wixon, in recognition of their outstanding contributions to the profession. Williams, who is attached to Hawkstone Park, Shropshire, boasts a varied CV that includes four years playing on the European Tour. His resumé also includes 11 years as the national coach for the English Golf, a similar role with the Czech Golf Federation and representing Wales in the World Cup in partnership with 1991 US Masters champion Ian Woosnam. “I’ve seen every side of the game, which I didn’t think would happen today,” said the 64-year-old. “I think it’s unlikely someone who qualifies as a PGA pro now would be able to have the varied career I have enjoyed. “Being made an Honorary PGA Member recognises a lifetime’s work – I am delighted and very proud.” Alliss, who is based at Lea Marston and The Abbey Golf Club, Redditch, has enjoyed a similarly varied career after following in the footsteps of his grandfather Percy, and father Peter, as PGA Professionals. Alliss commented: “My grandfather valued his PGA Membership greatly, as does my father. So I’m delighted to have maintained the family tradition and, in doing so, been granted this honour.” Edwards’ career has included playing on the European Tour, qualifying for The Open, growing the game as a club pro, becoming one of the world’s foremost trick shot artists and running his events company. “I have always valued my PGA Membership no matter what area of the game I’ve been involved with,” said Edwards. “I feel very proud and honoured.” Wixon was based at Enmore Park Golf Club for almost half a century before retiring last August when he turned 70. He was instrumental in more than a dozen youngsters turning professional and in 2009 became the first PGA South West Region Member to be elected captain at a members’ club. Wixon said: “I’ve had a wonderful career and being made an Honorary PGA Member has made me very, very proud.”

Gary Allis

Keith Williams

Coffin is swinging in the rain Converting a cowshed in the middle of nowhere into a golf studio is, no pun intended, par for the course for Richard Coffin. Given the wettest winter in living memory that has spawned a plague of ‘course closed’ signs at clubs up and down the land, Coffin’s decision to open Silverleigh Golf Centre, Devon four months ago is also a case of perfect timing. Not least because, situated in a business centre comprising former farm buildings adjacent to the road that links Tiverton and Exeter, the venture is not subject to the vagaries of the weather. Coffin, however, admits going it alone in such a remote location was a huge leap of faith. Coffin said: “I’ve had a few goes in the past and they’ve not been overly successful. I’ve learned a lot and kept my feet on the ground a little bit more this time.” Cost also played a huge part in Coffin equipping the business and making the unit fit for purpose. He explains. “I didn’t have the budget or finance to go to a company and say this is what I need so please build it. “I have done most things myself, including building the stage, and saved a few thousand quid.” CLICK HERE to find out more about Coffin’s story.

Rock expands his coaching stable Robert Rock is quickly establishing himself as one of the most sought-after coaches on the European Tour. The 42-year-old remains a regular player on the circuit as he seeks to claim a third European Tour career victory. He won the BMW Italian Open in 2011 and the following year Rock famously defeated Tiger Woods to claim the Abu Dhabi HSBC Golf Championship title. But the Staffordshire-based PGA Professional has been adding to his ‘coaching stable’ in recent years and can be found helping the likes of Matt Wallace, Lee Westwood and 2018 Ryder Cup Captain Thomas Bjorn. In an interview with Worldwide Golf, Rock said: “My background was in coaching. I started off as a club pro and during my amateur career I felt that there wasn’t anything there that really showed I could be a touring professional. “I knew I could win money in smaller events but to be doing it on this stage for 20 years – I’d never have thought that possible, so my plan was to be a coach because I’d always worked on my own game and always studied.” Read Robert Rock’s interview with Worldwide Golf by CLICKING HERE.

April 2020

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NEWS NEWS F E AT URE

Smith made a PGA Master Professional Smith has aided the development of several European Tour players, including Major winners Danny Willett and Justin Rose. “Golf was a game I loved straightaway and I was lucky enough to have two great mentors at an early stage, John Sharkey and Don Curtis at Queen’s Park in Bournemouth,” said Smith. “It was John that instilled in me the discipline to become as good as I could get.” Smith has hosted more than 100 educational seminars for The PGA across Europe, with a strong interest in the ‘short game’ and its benefits to golf facilities. He has developed a large database of golfers who are interested in his short game thinking and his own ‘The Linear Approach’ has featured on numerous golf DVDs and apps. Smith continued: “I’m delighted that all my years in golf and my achievements as a coach to some wonderful golfers have now been recognised by The PGA. It’s hugely appreciated.”

Gary Smith, the England Golf coach who helped ignite the careers of Tommy Fleetwood and Justin Rose, has attained The PGA’s highest honour, the status of Master Professional. The 67-year-old, who is attached to Sutton Green Golf Club, has been a proud PGA Member for five decades. He has 14 years’ experience working with England’s top amateur stars.

World of golf pays tribute to PGA Honorary Member John O’Leary Victorious Ryder Cup captains Sam Torrance and Paul McGinley have paid tribute to John O’Leary, an Honorary PGA Member who has died at the age of 70 following a long illness. John, who was born in Dublin in 1949, played in the 1975 Ryder Cup four years after turning professional. He recorded two European Tour victories: the Greater Manchester Open in 1976 and, six years later, the Carroll’s Irish Open. The field included Torrance who wrote: “So sad to hear of the passing of one of my dearest friends and room-mate for 10 years on Tour. RIP my old pal.” He was only the fourth Irishman to win the event and 25 years elapsed before Padraig Harrington followed suit. John was a Ryder Cup official by then and played a key role in the match being staged in Ireland for the first time – in 2006 at the K Club where Europe completed a hat-trick of victories. The sequence had begun at The Belfry when many former home players, including John, Dave Thomas, and Max Faulkner, attended the opening ceremony “Each received a miniature Ryder Cup replica,” recalled Dr Philip Weaver OBE, then PGA chairman who got to know John on the European Tour.

The PGA Professional

ON THE MOVE Kevin Highfield has left Hilltop Golf Course after an incredible 32 years at the Midland venue. The 62-yearold moves to Boldmere Golf Course as their new golf manager. A 23-year career as a club professional at Hereford Municipal has come to an end for Gary Morgan who takes up a similar at the Grave Golf Centre. Two other moves in the Midlands see Adam Whiting and Daniel Whitby-Smith take up head professional roles at The Herefordshire Golf Club and Drayton Park Golf Club respectively. After 23 years as the head professional at Westhill Golf Club in Scotland, George Bruce begins a new chapter in his career as Murcar Golf Club’s new golf manager. Other Scottish moves see Stuart Roberts become the head professional at Kilmacolm Golf Club, while Iain Lowdean takes on a similar role at Baberton Golf Club.

“He was a lot of fun, a great storyteller who wore colourful clothes and, sporting a huge Afro hair-style, couldn’t be missed.” McGinley also remembers his compatriot’s dress sense and wrote: “John was always a dedicated follower of fashion and all-round great guy.” He was also extremely proud of his PGA Membership and chief executive Robert Maxfield added: “We have lost a great friend. “The support and advice he gave during his time as a Ryder Cup official was invaluable. We send our deepest condolences to Sue, his wife, as well as his family and friends.”

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A career spanning almost three decades at Yeovil Golf Club has ended for Richard Antrobus who becomes the new director of golf at Long Sutton Golf & Country Club. Dan Barton has also started as a director of golf at Fynn Vally Golf Club. There have a number of moves for PGA Members overseas. Neil Sweeney has left his role at Ela Golf Club in Cyprus and moves to Russia to take up the head professional role at Gelendzhik Golf Club, while Nick Banks is now the head professional at The Vineyards Golf Club in New York.

NEWS

THE FUTURE OF GOLF IN SAFE HANDS Despite the cancellation of the 2020 PGA Graduation ceremony, we are celebrating the success of the 150 qualifying trainees and Titleist Assistant of the Year Award Winner Matthew Pugh

MICHAEL CREIGHTON, BRAND DIRECTOR – TITLEIST “The PGA graduates will play an integral part in the game’s future, and we wish them all every success. “It is with a sad heart we cannot celebrate and recognise their achievements together this year but everyone at Titleist looks forward to working with them in their future golfing careers as we work together to help golfers play their very best.”

The announcement that the graduation ceremony at Birmingham University had been cancelled due to CoVid19 would have been a disappointment to the Class of 2020. But we can still celebrate their success as the future of golf and the PGA is clearly in safe hands. Matthew Pugh leads the way as the Titleist Assistant of the Year- proving that life really does begin at 40!. “To be named Assistant of the Year is a great honour,” said Pugh, who works at the John Reay Golf Centre in Coventry. “The award is a culmination of three years’ hard work and sacrifice. To have won this has made it all worthwhile. “I found the course challenging but very rewarding. Balancing family life with two children and working meant I had many nights spent working till late to complete assignments and revision for exams. “To have my name on such a prestigious award and on the board at the PGA Headquarters with all the other winners is something I will cherish throughout the rest of my journey as a PGA Professional.” Finishing as the top Assistant means Pugh receives the Whitcombe Cox Trophy along with a cheque for from award sponsors Titleist . He was quick to thank a former winner, Julie Otto, for her help and support. “The PGA provide a mentor throughout the training and I was lucky to have Julie Otto, as mine,” Pugh explained. “It helped knowing that Julie had gone through what I was experiencing during training with having a young family and having to find a balance. I can’t thank Julie enough for her support throughout my journey.” Looking ahead, Pugh has no doubt The PGA Training Programme has equipped him with the skills he needs to achieve his career goals. “I knew The PGA programme was the most recognised training programme in golf and The PGA is the biggest brand in golf,” Pugh added. “To become the golf coach I aspire to be, The PGA programme gives me the foundation needed to excel within this field. “I would like to continue my development as a coach and utilise the many educational platforms that are provided by The PGA. My passion is coaching and I hope to one day have my own teaching academy.” Meanwhile, former Ladies European Tour player Kym Larratt admits she is ‘over the moon’ after becoming the latest recipient of the Beverly Lewis Trophy, awarded to the top female Assistant of the year.

April 2020

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NEWS Larratt has achieved success both on the course and in the classroom during her three years of study. The Davenport Golf Club-based pro was also the winner of the ‘Golf Pride Custom Fitting and Equipment Technology Award’ and in 2017 she teamed up with Trish Formoy, her former French teacher at school, to win the WPGA Lombard Trophy. “I never imagined I would even make it through my first year, so to have come out as the top female at the end really is a huge achievement that I am incredibly proud of,” said Larratt, whose father, Bob, has been a PGA Professional for almost 50 years. “It was tough and there were times when it all felt a bit too much, but I’m really pleased that I dug deep and kept going – it was worth it in the end. “It certainly has been a rollercoaster of emotions; having to write essays again for the first time after 10 years, to winning the WPGA Lombard Trophy! However, it has been very interesting and enjoyable to learn more about different areas of the golf industry; so many things I had never really thought about before make more sense now.” Larratt’s immediate future remains uncertain, but she does have her sights set on competing in more tournaments. She added: “I’m not sure what the future holds but I know that the skills I learnt will stand me in good stead for whatever I do.” ●

PAUL WISEMAN, PGA EXECUTIVE DIRECTOR – EDUCATION “For this latest group of graduates the world is now their oyster as they take the next step on their journey in the golf industry. They will go on to become great assets to the game and will play an important role in growing it around the world. “The quality of the graduates coming through The PGA Training Programme continues to improve each year and gives me great confidence that golf is in good hands for generations to come. “Congratulations to Matthew, Kym and all of this year’s graduates for their hard work and efforts in obtaining the qualification. I wish them all success wherever the game of golf takes them.”

TOP 15 ASSISTANTS 2020 Position

Name

Award

Region

Club

1st

Matthew Pugh

3,500

Midlands

John Reay Golf Centre

2nd

Jamie Howarth

2,500

North

Davenport Golf Club

3rd

Kym Larratt

1,500

Midlands

Kibworth Golf Club

4th

Steven O’Hara

1,250

Scotland

Lochview Family Golf Centre

5th

Michelle Sun

1,000

Overseas

The Hong Kong Golf Club

6th

Benjamin Light

900

South

Walton Heath Golf Club

7th

Alex Jacobs

800

West

Cumberwell Park Golf Club

8th

Alexander Elliott

700

North

Stockport Golf Club

9th

Dominic Knight

600

West

Remedy Oak Golf Club

10th

Tara Delaney

500

Ireland

Carlow Golf Club

11th

Jake Oudes

450

South

Wildernesse Club

12th

Thomas Maxwell

400

East

Wensum Valley Golf Club

13th

Rory Kirwan

350

Midlands

Kenilworth Golf Club

14th

James Browne

300

South

Chichester Golf Club

15th

Katy McNicoll

250

Scotland

North Berwick Golf Club

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GOING GLOBAL In the first of a new series looking at golf companies that offer international career opportunities, Steven Carpenter talks to four PGA Members who have found roles within global sports group IMG.

ANTON SAMSONOV Golf Operations Manager Dreamland Golf Club, Azerbaijan “It is a great honour to work for IMG with PGA Professionals like Russell Hannah, Chris Brown and, of course, our dream team in Baku, Azerbaijan, where we have a great leader in PGA Advanced Fellow Professional Phil Jones and PGA Advanced Professional Alex Day. “IMG gave me an opportunity to get my operations and tournament experience which allowed me to become PGA Director of Golf and also gain an PGA Advanced Professional status. “I use all of my knowledge to promote IMG’s golf services throughout the region, including the IMG Prestige global club network. It’s great to see golf tourism from Russia, Ukraine, Kazakhstan, Belorussia and other countries increasing to Baku to experience the fantastic IMG managed, Dreamland Golf Club.”

IMG has been at the forefront of the sport management industry since its inception in 1960, with golf at the heart of its activities. Over the past 25 years IMG Golf Course Services has designed over 100 golf courses around the world and assisted over 110 clubs with industry leading golf consulting services. The company currently operates over 20 clubs globally. A few years ago, the company also launched IMG Prestige, an elite golf network of more than 200 courses that feature leading golf clubs from across the world. The network provides a unique and valuable benefit to the members of each participating club, as well as driving and delivering green fee revenue. One of the key ingredients to the success of IMG facilities across the world in recent years has been the PGA Professional. PGA Master Professional Paul Burley (pictured left) is responsible for overseeing IMG’s Global Golf Course Design company and Golf Club Management division in Asia Pacific. He has over 30 years of experience in the golf industry, has worked on projects in Europe, Africa, Middle East, Asia and Australia and managed several of the world’s leading clubs including Open Championship venue, Turnberry. Burley relentlessly pushes The PGA within IMG and proudly boasts that 18 PGA Pros can be found at IMG facilities around the world. “Throughout my career in golf management I’ve always given opportunities to other PGA Professionals,” said Burley. “The training programmes are fantastic, and we feel confident on hiring high-profile PGA Professionals because we know they’re well prepared and bring good knowledge. “IMG-managed clubs are known to be market leaders and renowned for providing a high-quality golf experience. This includes offering outstanding levels of service to members and guests, and world class standards in golf course conditioning. Creative sales and marketing plans that maximise revenue for our clients are a major focus of IMG managed clubs. PGA Professionals, with their background, experience and training, are best placed to initiate and deliver many of the key responsibilities we expect at our clubs.” ●

April 2020

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BRODIE MACDONALD General Manager La Bagnaia Golf Resort, Italy “I have been working within the IMG family since 2016. Previously, I’ve always enjoyed working at internationallyrenowned resorts with strong hotel management companies. “In terms of management brands and portfolios in golf, they do not come more recognised than IMG. From my very first interaction I could tell the senior management team were the type of people I would enjoy working with and more importantly, I could learn and develop from. “The benefits of working for IMG are invaluable. Individually clubs are stronger thanks to an amazing and extensive portfolio of great facilities which are located across the globe. I have been fortunate to work at IMG clubs in Indonesia, Thailand and Italy, progressing from Director of Golf to General Manager.” C

CMY

HEATHER NOLAN IMG Academy Golf Programme Manager IMG Academy, Florida, USA “I joined IMG UK in 2010, when I became certified as a David Leadbetter instructor in Austria before transferring to IMG Academy in Bradenton, Florida the following year. Once I stepped foot at this facility, I knew it was where I wanted to be. “In 2018, after being a performance coach at the academy for seven years, I transitioned to become a Program Manager and I love my role. I wake up every day and I never feel like I am going to work. Growing up as an international golfer, I knew I was always going to be a PGA Professional and coach full-time, then one day work at the best academy in the world - it has always been my goal. “Working in the United States has been a dream come true, especially in Florida. This is the golfing capital of the world. I wake up to sunshine every day and I raise my children while having a great work/life balance.”

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NEWS F E AT U R E

CELEBRITY COACHING – THE PERKS OF THE JOB

We all enjoy hearing stories of friends and family rubbing shoulders with famous people. Golf is a game played by people from all walks of life, which allows some lucky PGA Professionals the chance to meet and coach some of the most famous names in the music, film and sports industry. Ben Emerson (Bowood), Andrew Minty (Langland Bay) and Iain Roberts tell us experience coaching ‘a-list’ celebrities. ‘SWING WHEN YOU’RE WINNING’ Global superstar Robbie Williams is as at home on the golf course as he is on the stage, that is according to his coach and now close friend Ben Emerson. Recalling their first meeting at the PGA accredited Bowood Hotel, Spa and Golf Resort in Wiltshire, after Williams had booked a lesson with him, Emerson said: “I thought it was a wind-up, especially as he was late. “The lesson was due to start at four and he still hadn’t turned up by quarter-past. He lives locally and had played here the day before, so I thought Gregg (Hood) one of the PGA pros here was having a laugh at my expense. “I was thinking what menial task I could get Gregg to do as penance when Rob finally arrived. He was 20 minutes late but very apologetic and we took it from there.” Emerson, the director of golf at Bowood, and Williams, from Stoke-on-Trent, have since become good friends on and off the golf course. When it comes to golf, the association has resulted in the former member of onetime boy band Take That being on course to play off single figures. “Rob didn’t have a handicap when he first came here and his aim was to break a hundred,” Emerson adds. “Now he plays off 12 and he could be better. “He could easily have a single-figure handicap but the trouble is he would rather be out on the course playing than on the range practising what he’s learned. “He loves being out on the course – it’s a great escape from the attention he receives because of his fame. And he just loves playing. So much so that he’s become a member here and plays two or three times a week when he’s at home and not touring.”

April 2020

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NEWS F E AT U R E

“ AN OSCAR-WINNING PERFORMANCE Being in the right place at the right time certainly helps when meeting famous people and that is the case for Andrew Minty, director of golf at Langland Bay Golf Club. Located in an area of outstanding natural beauty overlooking Langland Bay, the Swansea club has been a hotbed for celebrities down the years, and they don’t get much bigger than Hollywood actor George Clooney. “I met George while he was taking time out of filming Ocean’s Thirteen,” recalled Minty, who recently attained the status of PGA Advanced Fellow Professional. “We spoke about golf and he said he was a struggling 20-handicapper who wasn’t confident around the greens. “I proceeded to give George a lesson on his short game. I gave him some tips on chipping and pitching and got him hitting some great shots by the end of the lesson. “Thinking back, I spent over an hour with him, didn’t charge him, just had an autograph. I missed out there! A great experience again and such a gentlemen, who was also a really good laugh.” A TALL ORDER PGA Master Professional Iain Roberts recalls what was quite literally the biggest challenge of his 40-year coaching career when he approached to teach former NBA basketball superstar Yao Ming back in 2012. Roberts was a senior executive at the expansive Mission Hills Resorts in southern China when he was dispatched to Shanghai to teach the 7-foot 6 inches Ming, who could barely swing a club, the rudiments of the game. “I’ve coached players of every age, size and ability over the years, but this was something else,” said Roberts, who was preparing Ming for the World Celebrity Pro-Am. “I flew to Shanghai, met up with Yao and his entourage and we were driven out to a deserted driving range. Having played sport at an elite level, he understood the concept of repeat, repeat, repeat in order to improve and he had the discipline to do that. “We knew the TV cameras would be on Yao every minute of the tournament, so he had to be able to play off the tee, hit a decent fairway iron and have a reasonable short game. So, I taught him a simple system and took him through each of those stages. In all, I made three visits to Shanghai, teaching for a total of about 12 hours. Even though Yao was well prepared, there was still late drama when he messaged Iain an hour before he was due to tee off asking to see him on the driving range. “Not unnaturally, he was nervous and wanted some

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Ben Emerson has got me striking the ball better and further with more accuracy than every before! Best coach I’ve ever had!

Robbie Williams

last-minute reassurance before going out. I gave him a 15-minute recap and then walked him to the first tee to avoid him being distracted by fans. “Thankfully, he hit a solid tee shot down the middle of the fairway, a broad smile lit up his face and he quickly settled down to enjoy his round. I can honestly look back on it as one of my finest coaching achievements.” DUTCH COURAGE Roberts had three months to prepare Yao for the 2012 World Celebrity Pro-Am, but in the case of Dutch football legend Clarence Seedorf two years later, he had three days. “Clarence arrived on the Monday evening and the event was starting on Friday,” recalls Roberts. “He confessed he’d never picked up a golf club in his life! Seedorf, the only player to win the Champions League with three different clubs – Ajax, Real Madrid and AC Milan – soon surprised his new golf coach. “He’s the easiest student I’ve ever taught,” Roberts continued. “Perhaps it was his football background and his understanding of discipline, but he did everything he was told and practised religiously. “Within a couple of hours he was hitting it fairly long and straight off the tee. I coached him every day and then he played pretty well in front of the large galleries. A highly talented sportsman with nerves of steel.” ●

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TR A DE N E W S NEWSBURST Galvin Green unveils ‘Team 30’ programme Apparel brand Galvin Green is marking three decades in the golf industry by setting up an ambassador programme involving 30 of its long-standing top customers based at courses and retail outlets in the UK and Ireland. Known as ‘Galvin Green Team 30’, they include Directors of Golf, PGA Professionals and retailers who are committed to promoting the brand at all levels – from tournament play, coaching, in-store projection and social media posts. Among those clubs represented include Royal County Down, Royal Portrush, Adare Manor, Doonbeg, Royal Porthcawl, St Annes Old Links, Trevose, Gullane and Prestwick, while retail outlets at The Old Course Hotel and Auchterlonies of St Andrews are also on board. “We were keen to work closely with people in our top accounts who can talk from experience about the brand and its products and are thrilled with the response from those we invited to take part,” said Galvin Green’s UK & Ireland Marketing Manager Conor Petters. “In wearing our product on a full-time basis, they can provide us with invaluable feedback on the performance of the garments and enhance the brand profile in their clubs and stores at the same time.”

Pros move online to carry on coaching during virus lockdown WITH FACE-TO-FACE golf lessons banned during the current Coronavirus lockdown, hundreds of PGA coaches throughout UK & Ireland are still keeping an expert eye on their students’ swings via a wide range of distance-learning tools and mobile apps. Widely used by many tour coaches, who can’t always be with their players in person, apps such as V1 Golf, Golf Coach and Golfin are proving vital tools to help PGA Pros continue to coach their clients, as well as providing a valuable source of income during these difficult times. PGA Professional Ian Clark, who operates his own academy out of the World of Golf in Surrey, has been encouraging his students to download the Golf Coach App to their smartphones, which enables his clients to send him swing videos for him to analyse and pass on feedback and tips. “I’ve always offered online lessons for a fee, but during the coronavirus crisis I’m offering this as a free service for my regular students, but charging £10 per analysis for new students,” said Clarke. “Golfers simply need to video their swing from behind and side on, email me the footage, and I aim to send back my analysis within 48 hours. I’m looking forward to seeing a lot of back gardens and hopefully help keep my students’ games in shape before we can all return back to

practicing and playing at golf clubs and driving ranges again.” Golfin, an online golf coaching platform hosted by a team of leading PGA Professionals, has attempted to drum up business from stay-at-home golfers by offering a 50% discount on its personalised online coaching programme. Sam Carr, director of coaching at Golfin, said: “We wanted to do something that will help keep golfers involved and interacting with the game while at they’re stuck at home and hope that this offer will go some way to helping people through. Our online coaching platform is simple to use, and after making first contact on the phone our coaches will walk golfers through the process.” Combining the one-to-one player/coach relationship with the best golf lessons with video swing analysis and personalised online tips and drills, the Golfin is designed to give people who don’t have the time for traditional lessons access to quality coaching. Carr added: “This is a difficult time for everyone, so we want to give golfers the chance to carry on improving within the constraints that we’re now under. We will also be putting out free tips, drills and challenges on our social media channels that are designed for the home, so all golfers can while away the hours while keeping on top of their game.” April 2020

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N E W S TR A DE

ECCO LAUNCHES STREET 10 HYBRID ECCO GOLF is marking the passing of a decade since Fred Couples wore a pair its original hybrid shoes at the 2010 Masters Tournament with the launch of its new Golf Street 10 shoe. The Golf Street 10 boasts an all-new midsole material called Pu Phorene, which represents a significant step forward in Ecco’s proprietary Fluidform manufacturing process, serving to increase the shoe’s shock absorption and rebound properties. Fluidform bonds the upper and outsole unit, creating a one-piece shoe without the use of glue or stitching. Benefits include flexibility, durability and a lightweight construction.

A micro-perforated leather lining and leather-lined inlay soles offer unique moisture management properties, while the uppers are made from a full-grain pebbled nappa leather with an aniline finish for a luxury, soft touch. The leather is treated with Ecco’s water-repellent Hydromax finish, which adds durability and strength, keeping feet dry with enhanced breathability. Cosmetic additions include bronze detailing on the lace ends and two eyelids, and ‘HYBRID 10’ logo on the heel and a commemorative shoe box and key ring. Available in white only, the Golf Street 10 shoe has an RRP of £220.

Unlock your power with SuperSpeed USED BY more than 700 tour pros around the world, and hundreds of coaches and teaching pros, SuperSpeed Golf’s weighted club system combines extensive research with practical applications to deliver increased swing speeds for all golfers, from juniors to professionals. The three-club system draws on the science of underload and overload training to stimulate neurological changes associated with the speed of the swing. Having followed the prescribed training protocols, users of the product, on average, produce a 5-8% increase in swing speed. Ideal for personal use and as a coaching tool, SuperSpeed helps juniors and adults develop more speed, as well as maintain the performance of senior players. The training is non-technical and requires just 30 minutes of weekly effort, split into three 10-minute sessions, to enable students to unleash their speed potential. SuperSpeed comes with three weighted clubs and costs £185 for personal use, or can be bought wholesale for £160 per set for a minimum order of three sets. PGA Members can also become an affiliate and earn £25 per set sold. For details, email matt@superspeedgolf.com, call 07876 598041 or visit www.superspeedgolf.co.uk.

The PGA Professional

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Lancaster pro hopes Hybrid putter has the X factor Lancashire-based PGA Professional Paul Woodhouse (pictured below right)is hoping to grab a share of the putter market after creating a new unique putter design following an unusual request from one of his members. Woodhouse, who is the Assistant PGA Pro at Lancaster Golf Club, created the FXG Hybrid X Putter after being asked to come up with a design from club member Peter Smith, who used a hybrid to chip with and wondered whether the concept would work for putting. Approved by the R&A, and with a patent pending, the Hybrid X has a 39-inch graphite shaft and a lie angle of 56 degrees. In this position further from the ball, the natural arc of the Hybrid X is lower to the ground and delivers the face squarer to the target. The Hybrid X putter costs £249. For more details, email paul@fgx-sports.com.

TR A DE N E W S

Mizuno adds driver & ball fitting to Shaft Optimiser 3D MIZUNO HAS expanded the functionality of its Shaft Optimizer 3D fitting tool with an upgrade to its software that will also allow driver and golf ball fitting. The Shaft Optimizer, which has been used for fitting irons since 2010, uses a built-in gyro and transmission via Bluetooth to the Swing DNA software to digitally recommend the correct equipment for individual requirements. The latest version will provide golfers with the best ball for their game based on shaft lean and attack angle, using data established from Swing DNA and SO3D results. Recommendations will be between Mizuno’s RB Tour, RB Tour X and new RB566V balls. The capacity for driver shaft fitting will be the first of its kind, utilizing bending profiles, as per Mizuno’s iron fitting, which will allow fitting experts to establish exactly which shaft in the Mizuno ST200 driver will best suit any individual. “This is a great step forwards for the whole fitting process,” said Bill Price, Director of Fitting at Mizuno. “In terms of the golf ball, being fitted for the correct model to suit your playing style can greatly improve performance. With regards shaft fitting for the ST200 driver, we’re ahead of the curve on this one. Using the same technologies as our iron shaft fitting enables us to precisely recommend shaft options for individual players.” Mizuno sees the optimum club-fitting scenario as the Shaft Optimizer 3D in conjunction with a launch monitor, rather than as an alternative. “Look at the Optimizer as a recommendation,” Price said. “A shortcut to taking 50 possible shaft options down to just three. The launch monitor can then measure the real-world results of those three shafts. Without the Shaft Optimizer, the fitter is just guessing which shafts to test, so if the correct one is lined up 12th, the golfer won’t have the energy left to find out!”

PING unveils stylish and practical new bag range PING’S NEW bag range for 2020 features an entirely redesigned collection of carry bags, as well as an updated cart range. The Hoofer Monsoon (£230) and Pioneer Monsoon (£250) have been redesigned with new neon styling and block panel accents. The Monsoon carry bag is water-repellent and features four seam-sealed pockets, a five-way top, and a sliding shoulder strap. The Pioneer cart bag is also water repellant and features a 15-way top; six seam-sealed pockets and two mesh pockets. The Monsoon range is available in three new colours – Orange, Lime and Azure Blue. Weighing just 3lbs, the Hoofer Craz-E Lite (£200) is Ping’s lightest ever Hoofer bag. Made from a highstrength fabric and featuring strong, lightweight carbon-fibre legs, it features seven pockets, a slip pouch, key clip and a four-way top. The Hoofer 14 carry bag (£200) offers a 14-way top, 11 pockets and a re-engineered strap, while the new Hoofer (£190) features a full-length apparel pocket and additional magnetic and valuables pockets. It is available in four new colours and features a zip-off, customisable ball-pocket panel. The Hoofer Lite carry bag (£165) has a four-way top and seven pockets, while the new Moonlite Sunday bag (£95) features a four-way top that can hold 14 clubs, while also boasting a water-resistant belly and a zippered water-bottle pocket. The L8 bag (£175) features a velour-lined top and single shoulder strap, as well as a full-length dual-zip apparel pocket, with a tethered valuables pouch inside. The Pioneer cart bag (£200) features a multitude of magnetic pockets, as well as a specialised cooler pocket, soft-grip handles and a 15-way top. Boasting 13 pockets, the Traverse cart bag (£165) features a cart strap channel, and a 14-way top that includes an oversized putter well. It is available in eight colours, including two women’s options. The DLX (£225) offers Tour-inspired detailing and styling and features 15 pockets and a 15-way top with a dedicated putter well. Magnetic ball and range-finder pockets, and a cooler pocket, maximise organisation, along with two deployable shoe pouches. April 2020

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Jason Broadway - PGA Professional West Cornwall Golf Club

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

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

TR A DE N E W S NEWSBURST

Ping commemorates Harpin’s 59 with goldplated putter Lee Harpin, the PGA Professional at Rhoson-Sea Golf Club in North Wales, is now the proud owner of gold-plated Ping putter in recognition of the magical 59 he shot last season. Harpin fired the magical 12-under-par score whilst playing in a North Wales Professional Golfers Alliance tournament at Holyhead Golf Club last September. His card, which featured four eagles and four birdies, smashed the existing course record, which previously held by former European Tour player Roger Chapman, by five shots. Ping usually only presents gold-plated putters to its Tour staff after a tournament win, but it broke with tradition to create one specially for Lee, who is a PING authorised dealer and a lifelong Ping player. Ping’s area sales manager David Fernyhough presented Lee with the club in his shop at Rhos-on-Sea, where it now enjoys pride of place. “I’m absolutely overwhelmed to have received this gold-plated putter from Ping,” Lee said. “To know that it only normally gets given to Ping staff players who win on the European Tour or the PGA Tour makes me feel very special and shows what a quality company Ping is. It’s incredible to part of such a rare club to have shot a 59 – so to have something other than the scorecard to remember it by makes it even more special.”

ZOOM targets rangefinder market with Focus X ZOOM, A brand which is normally associated with golf gloves, has made its first foray into the laser rangefinder market with the launch of Zoom Focus X. Offering 6x magnification, a 600-metre range, and a continuous flagstick scanning mode, the Focus X has a slope-adjusted distance option that can be turned on or off to make it eligible for tournament play. The unit is powered by a rechargeable lithium battery which cuts off after eight seconds of non-use, while the viewfinder includes a battery indicator, so users know when power is low. Available in either white or charcoal, it comes with a carry case and has an SRP £219.99. For details, visit www.zoomgolfproducts.com.

Pin Mapping launches PGA ambassador programme Pin Mapping Golf, the St Andrews-based company that offers a bespoke a range of stats cards, performance planners, gapping charts, strategy guides and green books, is looking for PGA Pros to sign up to ambassador programme to help spread the word about the benefits of using its products. Designed to help players refine their strategy, practice plans and coaching requirements, Pin Mapping’s charts have been used by a wide range of tour pros, as well as elite amateurs and a host of PGA coaching professionals. After launching an elite golfer programme, whereby any players with a handicap of scratch or better were able to apply for free products to assist with their improvement, the company has activated a coaching ambassador programme which will enable PGA-qualified coaches to receive free product samples and a earn commission if their pupils go on to purchase products. Justin Long, director of Pin Mapping Golf, said: “This is a fantastic way for a coach to add new ideas to their coaching academy, as well as earning a healthy income revenue stream. Although a new initiative, the idea has been well received and we have already signed up with over 100 PGA professionals.” For more details, email Justin Long at info@pinmapping.co.uk. April 2020

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RETAIL TRADE Q&A Can you talk through the key new FJ footwear launches for the new season? Our 2020 shoe offering feels as close to a complete line as we’ve ever had. Golfers have never had such an exciting range of options when it comes to FJ shoes. The line is headed up by two new Pro|SL designs that are particularly exciting. We asked tour players what they thought we should change about the 2019 version of the Pro|SL and they said nothing. So, we ignored them and made it better! We’ve developed a product that delivers more stability, traction, comfort and choice. The new Pro|SL offers more traction thanks to an infinity outsole and a wider heel. For those looking for even more comfort and stability there is Pro|SL Carbon, which integrates a full-length carbon fibre insert into the midsole. The rest of the footwear line-up ensures that we have something to suit every golfers taste, requirement and price point. You’ve launched a new online product training platform through the FootJoy University website. How does it help retailers? We were aware that, as important as stockrooms are, once the product turns up in store months later it can be difficult for accounts to recall the key selling points of each product, even more so for those in store who didn’t attend stockrooms. As a result, we wanted to provide an online service that offered retailers video content featuring the key selling points to note when speaking to customers. The reaction has been outstanding, with over 400 sign-ups since the start of the year. Any FJ account can sign up by visiting myagi.com/s/footjoyuniversity., where they will find videos to help when it comes to selling the FJ range. The site will be updated with merchandising advice, limited edition launches and links through to marketing support for both in-store and email. How key is the FJ Ambassador Programme, and how influential do you see PGA Pros being in golfers’ purchasing decisions? We learn a great deal from our FJ Ambassadors. They are all outstanding retailers and give us insights into what is working well for them and what we need to improve on. They also provide us with vital feedback on potential new products, POS and so much more. A well-stocked

SOLE TRADERS

FootJoy Brand Director Russell Laws highlights the company’s key launches for 2020 and explains why better product knowledge is helping drive forward sales for PGA Pros

professional shop with knowledgeable staff is the best way to purchase FJ products, particularly when it comes to shoes. PGA Pros have a huge influence on golfer buying habits, which is why we invest in stockrooms, in-store displays and initiatives such as FJ University.

can even order different size left and right shoes if required. When it comes to style customisation, the options are incredible. We have prints to match our latest colour stories and a range of leathers that mean golfers can choose between subtle and eye-catching or something in between.

Can you tell us about FJ’s fitting programme? One of our biggest selling points is that we offer an unrivalled number of size and width options. PGA Pros can use this to their advantage by becoming experts in shoe fitting in a similar way that they are expert club fitters. Over 70% of golfers we fit turn out to be in the wrong size shoe. The correct fit will improve comfort, make shoes last longer and ensure that power isn’t lost in the swing. We’ll have a team of three shoe fitters out on the road this season visiting accounts across the country to conduct fitting days. Shoe fitting days are a huge success when an account embraces the event, utilises the pre-event POS we send out and gets members booked up in advance. As part of the day our fitting team also spend time educating shop staff on how every day can be a shoe fitting day.

What is the current balance of sales between cleated and spikeless models? Spikeless models made up 48% of sales in 2019, up from 20% in 2015. What’s been particularly interesting for us within that change is the re-categorisation of our spikeless shoes into two clearly defined areas. The first of these is easily described by thinking about Pro|SL. Spikeless is almost an unfair description for what Pro|SL offers because the Infinity Outsole creates the most stable spikeless shoe we’ve ever built. Combine that with an upper that is incredibly stable, and you have a performance shoe that is worn by many of the world’s top players. At the other side of the spikeless spectrum is the FJ Flex. The majority of the offerings in this range are non-waterproof shoes that look and perform just as well on and off the golf course. Our designers have had a lot of fun with the Flex upper pattern thanks to the introduction of limited editions in the form of Flex LE1 and LE2. This has allowed us to inject some extra energy into the brand outside of our stock shoe offering, something that we’ll continue to do throughout the year and beyond. ●

How successful has the MyJoys programme been and what are the key design trends? MyJoys is a brilliant tool because it not only allows golfers to personalise colours and leathers, but also lets them order an even bigger range of sizes and widths. Customers

To sign up for the FootJoy University, visit myagi.com/s/footjoyuniversity

The PGA Professional

#makinggolfhappen

RETAIL FEATURE

KNOWLEDGE IS

POWER

The results of FOREMOST’s bi-annual consumer survey contains a goldmine of information that could help drive your business forward

ith the right information and tools for the job in hand, any PGA Professional can upscale their business and improve their customer relationships. That’s why Foremost have introduced their totally revamped and upgraded bi-annual EMP Customer Survey for members – to provide them with the information necessary to grow their trade. The survey, believed to be the largest golfers’ survey conducted in Europe, has placed essential information at the fingertips of golf professionals. More than 50,000 golfers from across the group’s membership base replied to the survey, giving their thoughts on a broad range of questions designed to help both customer and pro. Conducting this survey has given members a tremendous picture of their membership and how they stack up against the national averages, but it has also provided Foremost with an insight into some of the biggest live trends in the market.

HIGHLIGHTING TRENDS Results showed that over 60% of surveyed golfers, on average, buy from their professional shop, but

that in excess of 20,000 golfers hadn’t been fitted for any of their clubs, equating to roughly 40% of the sample. A whopping 36% of golfers surveyed hadn’t had a lesson in the last two years, however almost half of those, 47%, said they would be interested in having lessons with their pro. On average, this equated to 28 golfers with a need and desire for coaching from their membership. Based off just one lesson at £35, this all adds up to a potential £1,000 opportunity in lesson revenue alone. Providing the professional with the names and contact details of all those who stated they were happy for further follow-up contact - 80% - means an enormous opportunity to connect with customers who were interested in coaching. This is just one example of the potential created through the survey. Others included gapping; 21% of golfers weren’t aware how far they hit each club, and re-gripping; 41% of golfers hadn’t regripped in two years or more. Delivering this powerful information, and the means to act on it, has provided Foremost members with copious opportunities to bring new customers into the fold. The survey has provided professionals with customer leads across multiple sectors of their business, from coaching, grips and gapping, to questions on how happy a customer is with each club in their bag, building up a profile of each member and their level of satisfaction. Armed with this information professionals can provide a deeper level of customer service and professionalism, all while creating retail sales opportunities.

BENCHMARKING YOUR BUSINESS In order for its members to fully capitalise on the benefits of the survey, Foremost created the online dashboard which allows them to review their results individually by customer. This customer data can then be revisited throughout the season, before lessons and fittings, to assist with providing expert and tailored advice. The dashboard also allows for comparisons against national averages to benchmark performance and highlight growth opportunities across different sectors. Questioning delved into detail about each Foremost member’s offering, giving them relevant

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RETAIL FEATURE

feedback from their customers on how their pricing, selection, convenience, and more, is perceived. This helped to identify strengths and weaknesses versus their peers and unveiled the pulse of the membership and what it thinks of their professional shop. Working with their Foremost Business Development Consultant (BDC), as many have following the survey, pros can target strategies designed to cater to the needs of their customers. For example, utilising the group’s Price Match Promise for more price-sensitive demographics and offering the e-commerce solution, Click & Collect, to offer further choice to those who feel it is lacking. Foremost BDCs and Marketing Editors have been offering further service to go through the results of a survey with individual members, offering expert advice and helping to strive towards maximising the results.

AUTOMATIC COMMUNICATION Another feature available for pros opting into the survey is that certain answers trigger an automated digital communication on behalf of the Foremost professional, instantly driving customers in-store. The automatic newsletter responses are based on customer answers when they stated they were unhappy with a part of their equipment or the service they were receiving. This acts as a vital tool for activating the survey, helping professionals generate income and encouraging membership to engage with their pro and shop. Automating these communications saves time for the Foremost member, sorting through responses at the same time as giving their customers what they needed to improve the service.

DASHBOARD DATA In addition to the benefits driven towards their membership of professionals, Foremost built in a suppliers dashboard for each of their EMP partner brands. This gave them access to valuable data about what the UK’s golfing population think about their products and which ones they are likely to purchase next. Unique to Foremost, the EMP Customer Survey highlights another measure the group is taking to provide its membership with the best possible support and opportunities to grow their business. The level of engagement and response rate has provided great insights into the real trends occurring right now in the market. Readily available leads and quantified breakdowns of their customers is, and will continue to be, a crucial asset in the backpocket of a professional, as they move through more challenging times as a golf retailer. ●

The PGA Professional

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KEY STATS FROM THE FOREMOST EMP CUSTOMER SURVEY

84%

60%

were aged over 50

buy from their pro shop

36%

hadn’t had a lesson in the last 2 years

40%

hadn’t been fitted for their clubs

41%

hadn’t regripped their clubs in last 2 years

RETAIL

CORONAVIRUS:

ADVICE TO HELP YOUR RETAIL BUSINESS SURVIVE THE LOCKDOWN & BEYOND

What to do when your shop is shut during the Coronavirus lockdown. The experts at XPOS run through the list of jobs you can do while working from home, including cash flow forecasting, stock management and planning for re-opening.

Now, more than ever, it’s essential to focus on what you can do for your business, rather than what you can’t. Before making drastic decisions, you should know all the options available to you. Here, the retail experts XPOS provide an outline summary of the Government initiatives designed to support businesses through this period of disruption caused by COVID-19, along with key advice for retailers. CORONAVIRUS JOB RETENTION SCHEME All UK employers will be able to access support to continue paying part of the salaries for those employees that would otherwise have been laid off during this crisis. Businesses will need to designate affected employees as ‘furloughed workers’ and notify your employees of this change.

Businesses should submit information to HMRC about the employees that have been furloughed, and their earnings, through a new online portal (HMRC will set out further details). HMRC will reimburse 80% of furloughed workers wage costs, up to a cap of £2,500 per month. HMRC are working urgently to set up a system for reimbursement. Existing systems are not set up to facilitate payments to employers. ADVICE TO RETAILERS – if you have to lay off staff, let HMRC know so they can reimburse the staff. DEFERRING VAT PAYMENTS For VAT, the deferral will apply from March 20 until June 30, 2020. This is an automatic offer with no applications required. Businesses will not need to make a VAT

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payment during this period. Taxpayers will be given until the end of the 2020-21 tax year to pay any liabilities that have accumulated during the deferral period. VAT refunds and reclaims will be paid by the government as normal. ADVICE TO RETAILERS – It’s automatic, with NO ACTION REQUIRED by you. DEFERRING INCOME TAX PAYMENTS If you’re self-employed, income tax payments due in July 2020 under the Self-Assessment system will be deferred to January 2021. This is an automatic offer with no applications required. No penalties or interest for late payment will be charged in the deferral period. ADVICE TO RETAILERS – It’s automatic, with NO ACTION REQUIRED by you. STATUTORY SICK PAY RELIEF This measure will allow small and mediumsized businesses and employers to reclaim Statutory Sick Pay (SSP) paid for absence due to COVID-19. This measure will provide a refund for up to two weeks’ SSP per eligible employee who has been off work because of COVID-19 and applies to employers with less than 250 employees. It’s important that you maintain records of staff absences and payments of SSP, but employees will not need to provide a GP fit note. If evidence is required by an employer, those with symptoms of coronavirus can get an isolation note from NHS 111 online. A rebate scheme is being developed. ADVICE TO RETAILERS – Start maintaining records of staff absences and payments of SSP now, so you’re ready to claim them back. BUSINESS RATES HOLIDAY We expect to hear more on rate exemptions in the future, but for now we understand the Government will provide a 100% discount on occupied retail, leisure and hospitality properties in the year 2020/21. This should apply to shops, sports grounds and clubs, sport and leisure facilities, with the exception of property that is not reasonably accessible to visiting members of the public.

Member-only golf clubs will need to take further advice. ADVICE TO RETAILERS – Contact your Local Authority and ensure you don’t pay rates for 2020/21. SMALL BUSINESS GRANT FUNDING The Government will provide additional funding for local authorities to support small businesses that already pay little, or no, business rates because of small business rate relief (SBBR). This will provide a one-off grant of £10,000 to businesses currently eligible for SBRR or rural rate relief, to help meet their ongoing business costs. Enquiries for grant funding of £25,000 for retail, hospitality and leisure businesses with property with a rateable value between £15,000 and £51,000 should be directed to the relevant local authority. ADVICE TO RETAILERS – if this is relevant to you, talk to your Local Authority. The scheme will be available from early April. HMRC TIME TO PAY SCHEME All businesses and self-employed people in financial distress, and outstanding tax liabilities, may be eligible to receive support with their tax affairs through HMRC’s Time To Pay service. If you have missed a tax payment, or you might miss your next payment due to COVID-19, please call HMRC’s dedicated helpline: 0800 0159 559. These arrangements are agreed on a case-by-case basis and are tailored to individual circumstances and liabilities. This is a relatively simple process, although no doubt HMRC will be battling with very high call volumes.

Visit the HMRC website for more details, or call 0800 0159 559. In the past they may have expected some evidence of need, such as cash flow forecasts etc, however the expectation now is that they will be granted quickly and easily. ADVICE TO RETAILERS – Cash is king. Having the money in your business and a debt with HMRC is the smart choice. If this is relevant to you, get in touch with HMRC now. INSURANCE Businesses that have insurance for both pandemics and government-ordered closure should be covered. When the government and insurance industry confirmed, on 17 March 2020, the advice to avoid pubs, theatres and other social venues, this is sufficient to make a claim, as long as all other terms and conditions are met. Those businesses which have an insurance policy covering government ordered closure and pandemics or government ordered closure and unspecified notifiable disease should be able to make a claim (subject to the terms and conditions of their policy). ADVICE TO RETAILERS – talk to your insurance provider and find out if you have cover for pandemics and government-ordered closure. CORONAVIRUS BUSINESS INTERRUPTION LOAN SCHEME The Coronavirus Business Interruption Loan Scheme offers loans of up to £5 million for SMEs through the British Business Bank. Please see our article on the CBIL Scheme here for more details. ●

XPOS – HERE TO HELP For more information or further help, use the ‘CHAT’ button on the XBOS website crossovertec.co.uk or email support@crossovertec.co.uk.

Partner

The PGA Professional

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TRAVEL

A MESSAGE FROM GOLFBREAKS HEAD OF PRO TRAVEL Firstly, I hope you and your family remain safe during this challenging time. It has been a strange few weeks as travel bans spread across the globe, golf courses closed and we now find ourselves in full lock down with the outbreak of COVID-19. During this unprecedented time, the Pro Travel team have been working tirelessly to ensure our high levels of service are maintained. We have been reaching out to our PGA Professional customers and re-booking thousands of golfers that were due to travel with us over the next couple of months. This has ensured that PGA Professionals and their groups can take their holiday at a later stage and their clients can still enjoy the experience, albeit a few months later than planned! We are confident that when this period ends, there will be a huge desire amongst golfers to get back out playing, whether that be at your home golf clubs or abroad. Whilst organising your next group break away may not be at the forefront of your mind, the travel period at the end of 2020 and early 2021 is already very busy so please get in touch if we can help with your next trip. If there is anything else we can help you with, even if you just fancy a chat, or you have any questions about an upcoming break you have booked with us you please reach out to a member of the Pro Travel team, details are below. Stay safe, and I look forward to seeing plenty of golfers back out on the course as soon as possible.

Ben Foster Head of Pro Travel – Golfbreaks.com

BEN FOSTER Head of Pro Travel M: 07471 034 852 E: bfoster@golfbreaks.com

FRASER CARR Senior Business Development Manager North UK, Scotland & Ireland M: 07801 831 929 E: fcarr@golfbreaks.com

JAMES MARTIN Business Development Manager South UK

JOE BOWREY Senior Travel Consultant E: jbowrey@golfrbeaks.com

M: 07849 083 479 E: jrmartin@golfbreaks.com

April 2020

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TRAVEL

TOURNAMENT EXPERIENCE – CASE STUDY WHAT PROMPTED YOU TO TAKE A GROUP TO THE DP WORLD TOUR CHAMPIONSHIP? For me, the weather and location provided a great opportunity to extend the golfing season. The season ending DP World Tour Championship gives club golfers the opportunity to see and get close to the action of the some of the best golfers on the planet. Add in the high quality of golf courses that can be found in Dubai, with the (almost) guaranteed weather makes it the perfect place for a golf trip towards the end of the year.

HOW DID YOU MARKET YOUR TRIP? I used my monthly newsletter to advertise the trip, obviously sitting down with members and speaking to them is the best type of marketing as it gives you the opportunity to add the personal touch. Social media was also very important in the marketing of my trip.

WHAT DID YOUR EXPERIENCE ENTAIL? We had 3 days at the event, including both days over the weekend. We played 4 rounds of golf, including a round on the Earth Course on the Wednesday following the event, and had 9 holes of night golf at The Emirates Club on their Par 3 course. I put on a small event which ran for the duration of the week, playing different formats each round to keep it varied.

HOW IS TOURNAMENT TRAVEL LUCRATIVE TO A PRO? It is something that a lot of golfers I know haven’t had the opportunity to experience

Rich Pace, Head Professional at Beverley & East Riding GC and Golfbreaks Pro Travel Partner gives us an insight into his recent trip with a group of members to the DP World Tour Championship in Dubai. and allows you the opportunity to charge for that service. I included extras like a goody bag, shirt and prizes, all of which added to the experience of watching an event.

WOULD YOU RECOMMEND ADDING ROUNDS OF GOLF TO A TOURNAMENT EXPERIENCE? 100%. Watching the golf was great, however most golfers want to go and play golf. Having the opportunity to be able to play the course you have just seen the tour pros play, with all the hospitality and boardings up, makes the experience so much better.

WHAT DID YOUR CLIENTS THINK TO THE TRIP? They loved it and would all go back in the future. The experience of Dubai is something different to any other golfing experience your clients may have had before. They had all been to Open Championships or the BMW PGA Champs before but thought that the atmosphere at the DPWTC was something else.

HOW EASY WAS IT TO ARRANGE? All the GB team were great in helping me organise the trip. Having never been out there previously, they provided me with great advice on where to play and stay.

DP WORLD TOUR CHAMPIONSHIP PRO PACKAGE Return private Airport Transfers including meet and greet on arrival 5 nights bed & breakfast at Media Rotana 5* 3 rounds of championship golf Montgomerie Golf Club Emirates Golf Club Faldo Course Arabian Ranches Golf Club Trump International Dubai Sunday general admission tickets to the DP World Tour Championships Pro FREE with 7 amateurs On-site Golfbreaks event team From £835 per amateur

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TRAVEL

IN THE KNOW FLIGHTS: Direct from London Heathrow and Manchester. TRANSFERS: Return ‘meet and greet’ airport transfers are included in all of our packages. TRANSFER TIME: 20 minute transfer to hotels from airport. AVERAGE TEMPERATURE: 20 degrees. TIME DIFFERENCE: GMT + 4

OMEGA DESERT CL ASSIC PACKAGE Check in 23rd January 2021 Return private Airport Transfers including meet and greet on arrival 5 nights bed & breakfast at Media Rotana 5* 3 rounds of championship golf Dubai Hills Golf Club Emirates Golf Club Majlis Trump International Dubai Sunday general admission tickets to the Omega Dubai Desert Classic with shuttle transfers Pro FREE with 7 amateurs From £ 1,069 per amateur

Tournament Guide –

Omega Desert Classic, Dubai 21st – 24th January 2021 Dubai is known for its year-round sunshine and blue skies, beautiful beaches and stunning resort hotels. It is also host to the Omega Dubai Desert Classic in January, the perfect time to take a group away and get up close to the action as some of the world’s best golfers battle it out for the coveted title.

TICKETS Tickets to the Sunday of the Omega Dubai Desert Classic come included with all our packages, however if you are looking to extend your stay then why not catch a couple more days watching the pro’s.

PLAYING GOLF Our Omega Dubai Desert Classic packages consist of three rounds of golf directly after the tournament finishes, this includes a round on the Emirates Majlis so you can experience the course under tournament conditions, just like the tour pro’s! We also have tee times at some of the best local courses included in all packages such as; Dubai Hills Golf Club and Trump International Dubai.

WHERE TO STAY If you are looking to stay in the heart of the action, with just a short shuttle ride from the Emirates Golf Club and surrounded by thriving bars and restaurants then one of our three hotels will have something for you.

Located just 4km (a 5-minute taxi) away from the Dubai Marina, Vida Emirates Hills Hotel is rated 4*, with all the amenities you need on-site this is hotel has something for everyone If a more urban, modern space is what you’d prefer then Zabeel House by Jumeriah 4* would be the perfect choice, each room is equipped with a Nespresso coffee machine and suite-pad technology, offering ‘edgy’ pan Asian restaurants and healthy dishes. Finally, the Media Rotana 5* Hotel, is a fantastic option if you are looking for a comfortable hotel nearby all the golf courses, equipped with an outdoor swimming pool and terrace bar. This hotel is popular for it’s ‘happy hour’ in Nelson’s bar during the tournament.

BEST PLACES TO EAT AND DRINK IN DUBAI With so much choice in Dubai it’s often difficult to choose where to drink and dine! If we had to recommend our favourite ‘must visit’ restaurant it would be STK Steakhouse. With a chic vibe, upmarket interiors and a trendy New York edge, STK is a high-energy dining and drinks venue. The mouthwatering menu features classic steakhouse options with a modern twist, catering for all palates; meat lovers and non-steak-lovers alike. ●

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

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April 2020

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TRAVEL

Tournament Guide – THE PLAYERS Championship 11th – 14th March 2021

IN THE KNOW FLIGHTS: Direct from London Heathrow and Manchester to Orlando. FLIGHT TIME: 9 hours 10 minutes.

Florida, nicknamed the ‘Sunshine State’ because of its abundant sunshine and warm temperatures is the perfect destination for winter travel. Not only because it is home to the most golf courses of any state in America but it plays host every March to the “fifth” major, THE PLAYERS Championship on the world renowned Stadium course at TPC Sawgrass!

TICKETS Grounds tickets to the Friday and Sunday of the THE PLAYERS Championship come included with all our standard packages, however if you are looking to extend your stay then why not catch a couple more days watching the tournament unfold. You can also upgrade to the VIP “The Captain’s Club” premium hospitality to make your members trip extra special! Located around the 16th & 18th fairways, it provides the perfect viewing spot for watching the worlds top players come through. If you really want to push the boat out and experience the pinnacle of golf hospitality with your group then you can upgrade your package to include “THE PLAYERS Club” – the ultimate PLAYERS add-on offering one of the best golf hospitality experiences in the world!

PLAYING GOLF THE PLAYERS Championship packages

consist of a round of golf at the renowned Slammer & Squire course at World Golf Village. If you want to add further golf, there are an abundance of top golf courses we can add to your package in the Florida area.

DRIVE TIME: 2.5 hours drive to Jacksonville from Orlando . AVERAGE TEMPERATURE: 22 degrees. TIME DIFFERENCE: GMT - 4.

WHERE TO STAY If you are looking to stay close by then the DoubleTree Hilton hotel 3* in Jacksonville, a bustling, buzzy city, is just a 30-minute drive away from TPC Sawgrass. Jacksonville has plenty to offer. Authentic cuisine, a thriving craft-beer scene and fun and cosmopolitan nightlife make Jacksonville a unique destination. If you are looking to stay in the heart of the action then look no further than the Hilton Garden Inn hotel 3* in Ponte Vedra Beach, just a 5 minute stroll to the course.

BEST PLACES TO EAT AND DRINK If you don’t want to venture far when staying in Jacksonville, the on-site Ruth’s Chris Steak House at the Hilton DoubleTree Jacksonville is a great choice. The area of San Marco is also just a short distance away with a host of bars and restaurants for you and your group to enjoy. If you are staying at the Hilton Garden Inn you have the bustling Nona Blue Tavern and the Aqua Grill, just a stones through from both the hotel and the golf course. ●

THE PL AYERS EXPERIENCE PACKAGE Check in 11th March 2021 4 nights bed & breakfast at Hilton DoubleTree Jacksonville 3 rounds of golf on Slammer & Squire at World Golf Village Friday & Sunday ground tickets to THE PLAYERS Championship On-site Golfbreaks event team Upgrade to The Captain’s Club VIP Hospitality From £699 per person

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

The PGA Professional

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COACHING

2019 ‘COACHING IN THE UK’ SURVEY–

WHAT CAN WE LEARN FROM ITS FINDINGS? Written by Head of Coaching & Sports Science, David Colclough

ast month saw the publication of the latest piece of research commissioned by UK Coaching, which surveyed adults and children about their experiences of receiving coaching. The sample size was significant – 50,000 adults – however, it is important to consider who the sample were, when considering some of the lessons that can be learned from the research. The sample included respondents of whom: • 63% were women • 81% were of white ethnicity • 68% were categorised as belonging to a higher social grouping (ABC1) • 76% said they did not have a disability • 77% were participating at a recreational level It should also be highlighted that with the Government’s (and as result Sport England and UK Coaching) increasing emphasis on influencing physical health and mental well-being through, and in addition to, sports participation, there is a significant slant in these findings towards people participating in activities such as aerobics, Zumba and yoga. However, this survey also reports findings from many of the mainstream sports including golf, football, tennis, swimming, etc. and I would suggest that they may especially help coaches who frequently engage with

newcomers to golf, and who want to better understand the things that these participants might associate with a great first coaching experience. Clearly, these insights are only part of the picture, and undertaking your own analysis of what each participant wants from you at the outset of a coaching session or programme, is one of the most valuable things you can do to set up the foundations for a strong ‘coach /athlete (participant) relationship’. SO, WHAT CAN WE LEARN FROM THIS RESEARCH? One of the main sections that I’ll focus on is around what participants held up as the most important qualities of a coach. We will look at this from an adult’s perspective as well as those of children. From a predetermined range of ‘qualities’, adults held the following as most important: 1. Level of Experience 2. Personal and People skills 3. Understanding me and my specific needs 4. Qualifications and Training 5. Has a good reputation in the community There were, as you might expect, some differences between male and female responses, and attention was drawn to the data which suggested: • Women are more likely to place importance on ‘personal and people skills’ than men, as well as the reputation of the coach in the local community. • Men are more likely to place greater importance on their coach having similar values to them as well as a similar personality.

April 2020

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COACHING

What I did note from this research, was that very little importance was placed by the participants on whether or not the coach was the same age, gender, or from a similar background to them. Given that this survey sample is heavily weighted towards women participants, this might be a surprising finding for some. The other area that I wanted to highlight in this article was related to the experience that adults had during their coaching sessions. The findings here identified that a great coaching experience leaves the participant feeling like: • They have confidence and trust in their coach • The coaching they have received will help them to improve their skills /performance • The coach is motivating them to do better • The coach is encouraging them to come back • They are enjoying being coached and the coaching is meeting their individual needs Thinking back to the last coaching session (or programme) you delivered, do you know if your participants left with all these boxes ticked? WHAT THE SURVEY SAID ABOUT CHILDREN’S EXPERIENCES OF BEING COACHED Whilst the sample size of the children’s research was much smaller (2000), it did offer some insights that may be helpful to those of you trying to tailor the coaching experience for children. The survey broke the children down into two groups – 7 to 11 and 12 -17. This does limit the reliability of the answers somewhat, but is still I believe a useful guide to consider. When asked the same question – “What do you like most about the coach in charge?” their top 5 responses were:

IMPLICATIONS FOR PGA PROFESSIONALS Whilst this research is not grounded in golf, it does offer a great insight into what a great coaching experience looks like from a participant’s perspective (especially adult participants). For any PGA Professional who delivers coaching to individuals who play the game predominantly at a recreational level, this research offers guidance as to the types of qualities that participants are looking for in a coach, as well as giving guidance on the most important outputs that they are seeking from a coaching session (or programme). The research also points towards some findings that suggest whilst children want to have a fun time in junior sessions, with the coach being friendly and positive throughout, their number one outcome from being coached is getting better. If you would like to look through the findings yourself, head over to the UK Coaching website www.ukcoaching. org and search for ‘Coaching Survey 2019’ and then click on the ‘Resources’ list. ●

“

Whilst this research is not grounded in golf, it does offer a great insight into what a great coaching experience looks like from a participant’s perspective

7 – 11 years old children • • • • •

They help me get better They are friendly They make the games fun They are always positive They know my name

12 – 17 years old children • • • • •

They help me get better They are friendly They are always positive They know the techniques that I need They look after everyone in the group

The report highlighted that since last year’s survey was completed there seems to be a significant increase in the proportion of children who say they want their coach to be ‘always positive’.

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COACHING

PLAYER INSIGHT DRAW YOUR BUNKER SHOTS LIKE RORY! PGA Professionals Andy Proudman and Piers Ward (Me and My Golf) are here to share with you some of the great insights and techniques they have gleaned from spending time with some of the world’s top players. We had the privilege of spending time with one of the best players of our time, to pick his brains in bunkers. Rory is more renowned for his phenomenal driving ability, but you don’t get to world no.1 without the rest of your game being “on point”. So, what can we learn from him and how could it help us as players and coaches? Well there’s more than one way to do everything in this game, so the more options we have to explore, the more potential we have to find something that works FOR US. Let’s talk about what Rory does in bunkers. SET UP IN BUNKERS AND DEMONSTRATE HIS TECHNIQUES Firstly, he “Keeps Things Simple!” The most important thing for Rory is his set up. The first things he works on are his alignment and ball position by drawing lines in the sand. He likes to stand “square” with his ball position opposite his lead heel. What’s noticeable with Rory is how much loft is facing the sky. With the quality of the bunkers he plays from on tour, he wants to make sure he utilises the bounce angle. He also likes to match up the shaft with the ball position line in the sand. This is so simple but allows him to be consistent with his practice.

We see a usual set up here with his knees more flexed, a wide stance with his lead foot flared out slightly and weight favouring his lead leg (1&2). BACK SWING You will notice in his back swing how little his hips actually turn. This limits weight and pressure shift to help with his consistent entry point in to the sand (3).

Rory describes his swing as very “right sided”. He feels that he is folding the right elbow in the back swing, this creates a greater set in the wrists, key for creating loft as well as speed and energy in to the sand (4&5).

April 2020

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COACHING

DOWN SWING As with many of the best bunker players, he has more of a “sliding” motion of his legs in the down swing with minimal rotation, keeping the flex in his legs and hips pretty square at impact. He feels that he “un-cocks” the wrists and releases the right arm and club head underneath the ball. His aim is to return the club shaft back to “neutral” to avoid any unwanted “shaft lean”. His quiet lower body helps him achieve this (6).

One really noticeable thing was how much speed there was. Rory was aggressive with his speed but this technique of his wide open club face and excessive “set and release” meant that the ball still came out with lots of control, due to his consistent entry and making the most of his equipment (9&10).

You wouldn’t maybe want to ask your average member to test this out in this week’s monthly medal, but with some practice, it could be just what he needs. ●

If you want to know more about the work Andy & Piers do, connect with them in the following ways: Rory mentioned that he feels like he is drawing his bunker shots and as you will see by his “release” through the ball, the right hand passes over the left which means there is a fair amount of face rotation through impact. This is easier to pull off due to how “open” the clubface is at set up. This release ensures he creates a “shallow” impact by exposing the bounce angle (7&8).

The PGA Professional

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Email: info@meandmygolf.com | Website: Meandmygolf.com

FEATURE

BUILDING YOUR COMMUNITY FOR THE FUTURE Never has communication been more important. Keeping in touch with Members should be a priority over the coming weeks. As the lockdown continues, the stream of information will get easier to manage but now is the time for you to start paying attention to producing some great quality communication outside of CoVid-19. n BY JANE CARTER

fter one of the wettest winters in memory, when many Members hadn’t even started coming into the club in their usual numbers, the Coronavirus has hit the industry particularly hard. Not even the flurry of business as the country went into lockdown can make up for many months away from the golf club. Now, more than ever, it’s important to stay in touch and remind your customers why your golf club is so important- and how much they are missing it. PGA Professionals and golf clubs are guilty of not paying enough attention to communication in a normal season. Life gets very busy in the Spring and Summer and in the down season it’s all too easy to think you have nothing to say. Nothing could be further from the truth. It just takes a little thought and inspiration and time- and most of us have plenty of that right now! Use the lockdown to work ‘on’ your business rather than in it. By that, take the time to do some planning. Nothing fancy but just look ahead to the next few weeks and think what you can be communicating. SHOULD WE CONTINUE WITH OUR REGULAR EMAIL NEWSLETTER? Yes, absolutely. Newsletters are an important part of many golf clubs, and now more than ever will they be valued. Members are rarely short of tales. So, with the conventional outlets of their clubhouse and first tee currently unavailable, now is a great time to get them in writing and circulated both for posterity and for the immediate enjoyment of other members.

It will also be important to keep Members of informed of what is happening behind the scenes during the coming weeks. Your greenkeepers will be still be working and it will be important to start creating some anticipation around getting back out on the course. DO WHAT YOU HAVE ALWAYS DONE - IT’S EASIER THAN YOU THINK! If you have regularly kept in touch with Members through email communication or social media, then try and stick to the same schedule over the coming weeks. It may seem tough at first because of there is no golf happening but a simple message on a regular basis will keep you in mind- and importantly show you care. If you have never communicated or done so on an ad hoc basis, then now is the time to start doing it consistently and effectively. Interestingly PGA Professionals are already reporting that more and more people are signing up to their bulletins. Communication is important during a crisis and people will be frightened of missing something. Take advantage of the situation and use this to collect data and then create some good content. At the end of it all (and there will be an end) you will have a great, engaged audience GET A PLAN IN PLACE If you are not used to working to a plan, then now is the time to start doing so. A simple spreadsheet broken down into days of the week will be enough. Try to stick to the same time of day for social media and weekly communication if you can and people will start to look out for it. Think about all your channels. Different segments of your Members audience will be used to engaging with you in different ways. 1. Your website- don’t forget the Members area of your website and try to keep it engaging. Create a special page to keep people informed of developments. 2. Email once a week- this may seem a lot as the weeks wear on, but it will be important to keep people engaged and informed of what is happening to their golf club and importantly the course. There will be plenty going on behind the scenes so make sure all the team is involved- you, your assistants, your retail, greenkeepers and even the catering staff.

April 2020

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FEATURE

3. Social Media- you will know what segments of your Membership follow your Social Media. Keep that Facebook page up to date. Use Twitter to alert Members to updates in other channels or for those quick tips and images. A Social Media Planner is attached here to keep you on track 4. Mobile- even though people may not be out and about their mobile will still be their number one preference for communication. Use your golf club’s mobile app to its best advantage. WHAT TYPE OF CONTENT SHOULD I SEND? People can get inventive in a time of crisis and the golf community is no different. The internet abounds with great content from funny videos, to Rules quizzes, to instruction tips from the game’s greats. However, it’s also important to keep that personal touch. Now is the time that you can really start to highlight the skills of you and your team. You will have your Members’ full attention and so make sure you grab it. • Can you film a coaching series, a lesson every couple of days? • What about a tip of the week from you or your team? • Don’t forget retail. The new launches for 2020 are already in many pro shops and there will be plenty of pent up demand when they are back out on the course • Recipes from the club catering team • What are your greenkeepers doing? • Fun and engaging content that invites dialoguerules, golf quiz questions • Competitions. Keep a list of the winners and they collect their prizes once the golf club is open for business. WHAT ABOUT VIDEO? The use of video in communication was already on the rise and experts predict that this will send it into the stratosphere. What about your own TV channel on YouTube? That way you can also get your other customers outside your Membership involved. Regular instruction clinics from the practice ground or putting green. Be sure and stick to the social distancing guidelines! The internet is full of great video offering advice on how to film and put together some engaging content. All you need is a good idea and a mobile phone. Try and get everyone involved. Club officials, popular Members, your team and get them to send in their ‘productions’ so that you can control the content.

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TOPTIP The temptation will initially be to overdo things. Don’t. Follow your plan and think about quality not quantity. Members will thank you for it. This is long term relationship building and maintaining, not just pushing information out there for the sake of it. THERE IS ALWAYS A SILVER LINING…… Professionals and club management teams often complain they have no time to think about communication. Out of every crisis comes an opportunity and so now is the time to think about a communications strategy not just for the coming weeks but beyond. What we do now will build relationships for the years ahead. You are an expert on a subject your Members and customers are passionate about. Show off that expertise over the coming weeks and build your community for the future!● Look out for more marketing advice and tips in future issues of Connect and digital issues of The PGA Professional. This Social Media planning template can be downloaded from the PGA Website SOCIAL MEDIA

CONTENT TYPE

FACEBOOK

NEW BLOG POST EVERGREEN BLOG POST LIVE VIDEO PROMOTION

INSTAGRAM

STORY ORIGINAL IMAGE CURATED CONTENT

TWITTER

NEW BLOG POST EVERGREEN BLOG POST CHAT VIDEO

NEW BLOG POST EVERGREEN BLOG POST CURATED CONTENT VIDEO

TOPTIP Don’t forget to engage with all sectors of your audience. The ladies’ section and the juniors will want to see very different content to your male audience for example. It doesn’t have to be every time but pepper your plan with content aimed directly at them. They will remember you did that! 49

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MARKETING

TOP TIPS

TO BLAST YOUR SOCIAL MEDIA MARKETING

n BY ANTJE DERKS

n these difficult times Social Media have never been more important. This issue’s timely marketing article looks at how you can step up your presence. Now more than ever, you really can’t simply share a couple of funny images or some interesting articles, expecting to gain new customers and generate orders. In order to create a social media marketing strategy for this year, you have to be authentic, honest, transparent, engage your audience, and personalise your client experience with your brand. But how? Here are some top tips to help you. Unless you are a top sports star or mega-brand, it is sadly unlikely that people are going to wake up in the morning hoping to see your marketing in their social media feed. Therefore, you need to make sure what you post is relevant and not a sales pitch. I find that the best strategy is to let your customers do the marketing for you - you do this by consistently providing excellent customer experiences that they can’t wait to tell their friends, family and social media followers about. Simply put, an outstanding customer experience can be your best marketing tool - and you, as golf professionals, are perfectly placed to offer this. If you’re serious about engagement, you should be serious about video. It is those people who are turning their cameras on, that are seeing the biggest increases

in engagement. Those that aren’t, are watching their results slowly decline. Rather than try to boost a post by paying, try enhancing it with a video. You may see even better engagement without having to spend valuable budget. There will be more on how to utilise video - and YouTube - on the personal branding pages of this issue. Indeed, Videos have become more important than ever for social media. Several studies have found that social media users prefer to watch videos than reading text. Additionally, Stories and Live Videos are becoming popular as well.You should gear up for a year of creating more visual content than ever. Your audience wants to be delighted with you and your brand in order to do business with - and become - a loyal advocate for you and your golfing brand. In order to do that, you need to personalise your messaging, personalise your emails but incorporating videos and most importantly, personalise social media adverts based on your client’s behaviour. You will also want to personalise your clients’ experiences too. Don’t forget that relationships will always be more powerful than marketing. Use the technology available to create better and more personalised user experiences. Let’s get human again. Here’s a thought- rather than building your next automated funnel, go

April 2020

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MARKETING

“

Stories and Live Videos are becoming popular as well.You should gear up for a year of creating more visual content than ever.

TOOLS IN FOCUS

TIK TOK - THE LATEST ‘IT’ PLATFORM, BUT IS IT FOR YOU? If there’s one social media marketing trend you need to stay on top of this year, it’s leveraging the hugely popular media app, TikTok.

WHAT IS TIK TOK? TikTok allows users to create and share 15-second-long video clips. The clips are a combination of users’ own videos and various music and sound effects available in the app free of charge. Users can enhance and edit their videos in multiple ways – from adding visual filters, augmented reality effects, and 3D stickers, to speeding up or slowing down their clips. There are loads of video editing options that make each TikTok clip unique. The goal of each video is usually the same – to engage TikTok users and, ideally, to go viral. seriously old school and send a real, authentic, un-automated DM, text or email to a few specific buyers that actually know, like and trust you and ask for a referral. Furthermore, we all understand the value of content creation. I am not sure that everyone understands the value of proper content distribution. If you are creating content, you have to move beyond the single-channel mindest and leverage all the different ways you can reach your users. And no, this doesn’t mean putting the same video in an email as you do on Facebook. True multi-channel content distributions takes into consideration how people consume content on their platform of choice. It’s a shame to invest time, money, and effort in the creation of excellent content that doesn’t reach its potential or engage with your audiences. So what can you do? You need to build a healthy, segmented and up-to-date (active) email marketing list. Lastly, you need to be constantly across the latest social media trends - some platforms are falling out of favour, while new ones are being born. You need to know whether these new apps are worthwhile for showcasing your content or not. Take a look at the boxout that tells you all you need to know about Tik-Tok. ●

The PGA Professional

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WHO ARE THE PEOPLE USING TIKTOK? According to data from Ape App Lab, TikTok users are primarily male – they make up 56% of the app’s user base. The largest age group are teenagers (21%), followed by twenty-year-olds (14%), and, surprisingly, forty-year-olds (10%). As a golf professional, this is excellent news! Because the vast majority of users are teenagers, you need to tailor your marketing strategy accordingly.

SO WHAT NEXT? The best way to get the hang of the app is simply by exploring its functions. Take some time to set up your TikTok account, browse through its two feeds (one with content algorithmically selected for you, the other one with content from users you follow), and interact with videos (either by commenting or liking). Once you get how it works, you will have a clearer idea of how to use it effectively as part of your marketing campaign. The platform is all about playfulness, humor, and taking the mick out of yourself. You need to involve these qualities in your content to be able to truly connect with TikTok’s community. Personally, I think you could have some great content to share as a golf pro. I’m thinking dodgy air swings, balls that go awry and many bunker fails and water shots. Yet another tactic that’s essential to appealing to TikTok’s audience is speaking their language. By language I mean memes. You might also like to seek out - and team up with - Tik Tok influencers to broaden your reach.

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LIFESTYLE BUSINESS OPPORTUNITY SOUTHERN ENGLAND P r e m i e r A l l - We a t h e r S u r f a c e s f o r G o l f

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

Exclusive introductory commission programme for PGA Professionals

Fed up of reporting to others? Own your own business instead! • A highly profitable family orientated golf business • Close to major population centre • Floodlit golf driving range • 9 hole golf course • Footgolf

• Practice facilities

Contact Ben Allen BSc (Hons) MRICS 07887 80 44 30 ben@hmhgolf.com

• Clubhouse with golf shop

Partner

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

• Leasehold (medium term lease at c. £25,000 rent) • EBITDA c. £88,000

Further info available on signing an NDA Offers in the region of £350,000

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17 Clifford Street London W1S 3RQ Tel: +44 (0)20 7491 1555 www.hmhgolfandleisure.com

April 2020 23/05/2019 12:54

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PERSONAL BRANDING

WHY YOU SHOULD BE USING BRANDED VISUAL CONTENT -

IN FOCUS - YOUTUBE n BY ANTJE DERKS

ideo is at the heart of every successful personal brand. As a golf professional, you have so much to offer in terms of product reviews, the value of coaching as well as documenting your own journey - all of which lends itself perfectly to the medium of branded video. Sounds simple doesn’t it? However, it is much easier to think in a consistent way than act in one - and if you want to build a successful personal brand, particularly on an algorithmic platform like YouTube, you have to think like one. But don’t panic, you don’t have to be a tech nerd to achieve results. Firstly, you have to identify the problem you want to solve, find a niche or your particular area of expertise and create videos that address these. So for example, you may want a channel that is dedicated to demonstrating and reviewing all the products that are new on the golf market and are stocked in your shop. You might want to also advise clients which products work for their level of play. Alternatively, you may want to have a ‘clinic’ channel, whereby you work on - and demonstrate - key issues that the majority of your clients have and offer video tutorials with real solutions. This is great because it’s a value add for existing customers, but also shows your coaching skills that could lead to new business. Either way, you need to choose a focus and stick to it. Then you’ll need to analyse the marketplace. Write a list of fellow golfers with similar audiences to your own - or the ones you’re hoping to attract - and scrutinise their content. Think about how they engage with their viewers, which formats they use and what seems to be working for them and why - and also see what isn’t working, learn from it

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and think about how you could do it more successfully. Then you will need to identify your gap in the marketplace. What is your point of differentiation and what is unique about what you can offer - it could be something as simple as your dodgy sense of humour or your way of communicating techniques to your younger clients. Not everyone can be a good teacher of children. Whatever it is, you need to make it clear why viewers should watch your content over others. You will need to use keywords to highlight your content and also think about editing styles - it’s often a case of trying something, seeing how it works and then changing or tweaking it if it doesn’t. The YouTube algorithm is weighted in favour of frequency and consistency, so you will need to think about putting a system in place that allows you to keep a steady flow of content appearing on your channel. Because most of you are flying solo, you will need to come up with a format that allows you to create decent content quickly, easily and ‘on the hoof’. What that might look like is shooting and

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editing a bunch of videos at once and then schedule them. The tools you’ll need are a decent smartphone, an in app editing tool ( we will look at some of the best in another article) and potentially a little handheld microphone and a phone tripos - the latter are great for interviews and filming yourself if you’re on your own. You might like to team up with some of your mates occasionally too for collaborative clinics or product reviews. It really is a case of trial and error it’s unlikely you will hit the right note immediately, but with constant review, tweaking and consistency, you will get there. Be human and let the love of what you do come through in your videos. ●

DO IT NOW: • Branded visual content can improve your company name recall. • Most consumers spend a lot of time on social media, where visuals reign supreme. Having branded visual content will allow you to capture this audience. • Producing visual content offers a more subtle form of advertising which many consumers nowadays appreciate.

MEMBERSHIP

YOUR PGA MEMBER BENEFITS Giving you access to a range of benefits and discounts designed to support members both personally and professionally.

PGA MEMBER SUPPORT Business Relationship Officers (BRO’s) are in place to support you, The PGA Member. They are here to help forge stronger links within the industry and provide PGA Professionals with a free service, designed to support and improve the personal and professional lives of our Members. A wide variety of support is provided such as Business Reviews, Contracts & HR, Negotiating Retainers, Marketing & Retail Advice, Coaching Support, Developing Customer Relationships, Identification of targeted Training Courses/ Educational Opportunities, Building Relationships within your Golf Club/Facility and more. For more information contact tina.banner@pga.org.uk or call 01675 470 333

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

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

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

Public liability Insurance Cover is included in your subscription fee. 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

THIS MONTH’S HIGHLIGHTS INCLUDE: Home Movie Rental from chili. com Watch all the latest movie releases in the comfort of your own home. 17.5% off home movie streaming – £10 gift voucher code for £8.25! All the latest releases to watch on Smart TV, desktop or your mobile device. No subscription, just pay for the movies you watch! Go to the Shopping section of the website and select ‘Home Movie Rental’. 10% off with Books by Foyles With over half a million books available for home delivery, Foyles is the home for book lovers on the web. Free delivery is available on all UK orders, and their site boasts a wealth of author interviews and blogs to help you choose your next read. Plus sign up to their Foyalty card to earn points on every purchase.* Go to the Shopping section of the website and select ‘Books’. Discounts on UK brands Take advantage of TOTUM PRO, a discount card & app that offers busy pro’s access to discounts and offers from 250 UK retailers available in-store, online and via the TOTUM app. Save money today! Go to the Shopping section of the website and select ‘Discount Card for The PGA Members’. Save on mobile phone deals with Reward Mobile Reward Mobile are offering members discounts on the latest mobile phones, tablets and EE Home Broadband. Members can save on average, 27% over the lifetime of your contract on the latest phones, compared to EE direct*. Members can also extend these offers for up to five family and friends, which means the whole family can save. Go to the Shopping section of the website and select ‘Mobile Phones’. To take advantage of these and other fantastic deals log into the website via www.pga.info, go to Member Benefits, select ‘My Benefits – UK’ and then ‘Find Out More’ to view these offers and many more. *Terms and conditions apply to all benefits. See website for details. Offers correct at time of print. Offers subject to change without notice. Reward Mobile - Savings compared to EE direct. Savings calculated over the lifetime of the contract. Prices correct on 13.01.20. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

April 2020

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MEMBERSHIP

Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open

Mon-Fri 10am-4pm, Wed 7pm-9pm

Essential Business Services Business expertise helping Golf facilities to save on essential business services. For more info on how we can help, contact 01444 220 060, info@smarterbusiness.co.uk and visit smarterbusiness.co.uk

*Calls are recorded for training purposes only. Confidentiality is maintained between callers

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and Prostate Cancer UK.

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

IN PARTNERSHIP WITH THE

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

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

Rangefinder Savings PGA Members save over £150 on the new SkyCaddie SX500. Call 01844 296358 or email sales@skycaddiegps.co.uk for more info.

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

from A-Plan insurance* Members can earn £20 commission for each client introduced who goes on to purchase a Golfplan policy. For further information about becoming an Introducer, please contact the Golfplan team on 01527 868 160 or email info@golfplan.co.uk

Golf Trolley Discount

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

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

15% off trade price for account holders, personal use trolley. Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.

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

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

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Special Product Offers Special offers on selected LG products for PGA members. For the most up-to-date offers, log into member benefits, select the ‘Shopping’ section.

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

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

Vehicle Leasing Offers Visit https://pga.pinkcarleasing.co.uk to view deals then contact the team on 0116 402 6500 to place an order, quoting your PGA Membership Number. Earn £75 for every client/club member referral who leases a car, just share the website details, your PGA Membership Number and have them give Pink Vehicle Leasing a call.

Vehicle Leasing Offers* Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit www.bmwpgasales.co.uk, call 0207 514 3599 or email pgasales@bmw-issd.co.uk

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

Golfing Packages Commission Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Receive 5% commission on your booking. For an exploratory meeting at your club, contact Ben Foster on 07471 034 852 or email pga@ golfbreaks.com

Discounted Airfares Offering all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability). Contact the Traveleads sports team on 0113 242 2202 or email pga@traveleads.net quoting your PGA membership number.

Travel Insurance* 20% off † travel insurance for members and their families as well as £10 every time someone takes out a policy on your recommendation. For every 10 policies sold in 1 calendar month, we will give you an additional ±£100. For more info log into member benefits, select the ‘Finance & Insurance’ and ‘Over 50s Travel Insurance’ section.

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

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

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

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

Formby Hall Golf & Spa Resort Rates from £95pp including use of the pool and health club. Spa days from £49 pp. PGA deals available Sun – Thur. Members receive 10% commission on new golf bookings for groups of 12 or more. Contact Mark Williams on 01704 875 699 or reservations@ formbyhallgolfresort.co.uk quoting your membership number. For more detailed information and to take advantage of these and other fantastic deals, log into www.pga.info, select Member Benefits then click ‘Find out more’. *Only available to PGA Members in the UK. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. †Discount only applies to the base premium of your travel insurance quote and does not apply to any medical screening premiums where relevant. Offer ends 31 December 2020.’. Terms and Conditions apply. ±£10 for every travel insurance policy sold, plus an additional £100 for every 10 policies sold in 1 calendar month. Please allow up to 45 days to receive your cashback. Cashback will be paid to you directly via The PGA. If the policy is cancelled within the 14 day cooling off period no payment will be made. ††Pay directly in the hotel; flexible cancellation policy; valid only in low and mid-season; the discount can only be applied on the flexible rate and not on other rates or special offers.

April 2020

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

Alresford Golf Club, Hampshire - Head Professional Alresford Golf Club is a busy members club with approximately 600 playing members including a strong Ladies section and established Academy membership scheme. Also popular with visiting golfers and societies it is situated on the edges of the South Downs National Park and is one of only 30 downland courses in the whole of England. Distinguished by fast-running, undulating fairways, firm greens and wonderful vistas across the surrounding countryside, it is an easy walking course suitable for all ages and one of the oldest and prettiest places to play in Hampshire. The Club has a reputation for the exceptional all year-round condition of its free-draining 18-hole golf course and regularly hosts a number of regional and county amateur and PGA tournaments. The Club, which is owned by its members, has invested in the development of extensive practice and training facilities which include; 6-hole Par 3 short course, 3 practice putting greens, wedge range, full length covered driving range and indoor golf performance studio. As well as benefitting members this has led to it being a chosen training location for both county and national juniors squads. The Head Professional’s shop is located within our Clubhouse bringing plenty of traffic to support the retail of golf clubs, golf wear and consumables. Both Club and Head Professional have enjoyed an excellent relationship over nearly 40 years enabling both parties to develop and grow together to mutual benefit. Due the retirement of the current post holder at the end of October 2020, the Club now seeks to appoint a new Head Professional, This is not an employed, salaried position; but will run from a mutually agreed contract which guarantees full use of the facilities for coaching purposes and sole use of the Pro’s shop. We now wish to engage with suitably experienced Golf Professionals who are ready to work with the Club and its members to further develop the offering as our new Head Professional. Email to us in the first instance and include a copy of your CV, tell us about your experience and what you think a contemporary Head Professional could bring to the role at this established and successful Golf Club. Please apply by email to; Mr Robert White, Chairman, chairman@alresfordgolf.co.uk www.alresfordgolf.co.uk

Royal Liverpool Golf Club, Hoylake An exciting opportunity has arisen to join the team at Royal Liverpool Golf Club-Hoylake. Host to the 151st Open Championship in 2022 we are looking for an enthusiastic individual who is driven to provide the highest customer service and works well both independently and within a team. Could suit applicants currently in PGA training or who hold PGA qualified status. Applications with a covering letter should be sent to John Heggarty using the address john@johnheggartygolf.co.uk.

Supporting the relationship between PGA Professionals and the golf industry

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

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M E M BE R I N T H E SP OT L IGH T

BETTER BY DEGREES Matt Elliss, the Golf Academy Manager at Hartpury College in Gloucestershire, has carved out a successful career helping elite golfers hone the mental skills needed to succeed

MY CAREER PATH… I left school with two GCSEs and focused all of my attentions on making it as a tour professional. I’ve been a member of the PGA for 20 years. I progressed through the playing ranks, but plateaued somewhat, and by the time I turned 27 I knew that I had to find another way to make a living. I missed tour school by a shot on the Friday, went to my local university on the Monday and began a Sports Science degree the following week. I now have two degrees in the Sport Sciences. During this time, I still competed regionally, and won the Club Professionals Championship in 2005 and played in a winning PGA Cup team that same year. However, soon after this I gave up playing completely and I sought a career in sport psychology. Unfortunately, halfway through my training with BASES, the qualification criteria changed and so I was left high and dry. However, because of my experience in golf, I still progressed on to coaching in this area, as well working in education and other sports as a consultant. I continued with my personal development and qualified as a psychotherapist and worked within mental health for a few years. I trained within a Person Centred and Humanistic framework, which also fits well with my work in sport. While it was tough, it was always a positive experience, as the process of helping would see the clients moving forward back into life. WHAT SERVICES DO YOU SPECIALISE IN?... while I was working in sport psychology back in 2010. I supported many counties and colleges who specialised in golf, and it was here that I met Hartbury’s then Golf Academy Manager Richard King. For the next five years I supported his programme with psychology coaching, and when Richard decided to move on in 2016, I slotted into his role and have been here ever since. Hartpury University and Hartpury College sit alongside one another on the same 360-hectare campus and between them offer diplomas, A-levels, degrees and PhDs. It is first and foremost an educational institution, but it has a strong sporting pedigree. Our golf students have access to wide range of on-site golf facilities, including a driving range, two short-game areas and an indoor putting green. Alongside their academic studies, they have opportunities to compete and receive first-class coaching and sports science support. We have a dual educational pathway that enables students to gain excellent college and university qualifications alongside developing talents in their chosen sport. It means that when they graduate they are in a good place to progress either a playing career or to transfer into the wider world of work. Having educational qualifications also helps them to play with more freedom, as they know they have a back-up plan should they fail to establish themselves as players.

BEST ADVICE I’VE BEEN GIVEN… buy a journal and start reflecting. ADVICE I’D GIVE… don’t over-coach kids, let them find their own way and help them to understand the ‘whole’ game and not just swing technique. WHAT I WISH I’D KNOWN… life is very short – so make the most of every minute.

MY DAY-TO-DAY ROLE… is very diverse and consists of being part sport administrator, recruiter, event organiser, mentor, coach and even bus driver. ! I also provide psychology support for some of the other academies and it’s good to keep in touch with my counselling skills. I focus on the mental aspects of performance, personal development and lifestyle. I keep players on track and provide a learning structure to our programmes. We do not over-coach our coaches, we work with home coaches and we try to encourage independent thinking, planning and reflection. But we do challenge them and we train them hard on the course, range, and in the gym, in order to help them reach their full potential. We have an outstanding team of PGA Professionals throughout the programme. Paul Johnson and Neil Jones work as academics in the college programme, so students always have access to this experience and expertise. While this has its own challenges, I genuinely love my job and Hartpury is an excellent place to develop and learn, whether as a student or a member of staff. MY MENTORS… when I played golf were David Vaughan and David Llewellyn.

April 2020

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