The PGA Professional - February 2020 by The PGA

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERSâ&#x20AC;&#x2122; MAGAZINE

Volume 16 Issue 1 February 2020

GOING GLOBAL

Top tips to develop your career abroad

2020 VISION Innovations taking golf into 2020 and beyond

WELL EQUIPPED

New gear for the new season

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GOING FOR GOALS

Increasing your revenue streams

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The Perfect Match

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February 2020

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CONTENTS FEATURES

INTERNATIONAL

16 17

2020 VISION

SMOOTH MOVES

2020 heralds the arrival of the WHS and innovations to propel golf into the new decade

Taking the decision to work abroad

LIVING THE DREAM Phil Jones, general manager, Dreamland Golf Club, Azerbaijan

TRAVEL

39 40

MARVELLOUS MURCIA Spain’s Murcia region

WINTER SUN IN DUBAI

INSIDE THE PGA

06 08

The glitz and the glam of the UAE

Editor: jane.carter@pga.org.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Howie Carson, David Collins, Antje Derks, Ben Foster and Mark Hopkins

ROBERT MAXFIELD This month from The PGA’s Chief Executive

Photographers: Getty Images Adobe Stock

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

41 42

Production Assistant: Kelly Lewis

WHAT’S IN IT FOR ME?

PGA RETAIL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Why you should get involved in golf travel

MEMBERS OFFERS Popular venues in the UK

COACHING

Design: Andrew Beavis PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888

“IT DEPENDS” the best advice for any coach anywhere!

MARKETING

48 51

DON’T BE IGNORED Top tips to smash email campaigns

YOUR BRAND

18 26 30

EQUIPMENT New year, new gear

Latest product launches and industry news

ORLANDO BLOOM Merchandise Show review, with new products, tech and seminar programme packed with business ideas

APPAREL Polo shirts – front and centre in every retailer’s shop

GOING FOR GOALS Increasing revenue streams

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HEALTH & WELLBEING

5 WAYS TO REDUCE STRESS

TRADE NEWS

32 36

Building a successful online community

#makinggolfhappen

MEMBERSHIP

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

RECRUITMENT

SITUATIONS VACANT

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.linked.com/company/professionalgolfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

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his month we have been holding our annual Regional Meetings, an invaluable opportunity for us to present to Members around progress during the past year and our plans for 2020. Importantly, they also provide the chance to hear feedback from you directly. By now, many of you attending the meetings will have heard at first hand more detail around our plans to broaden

The ability to affect change, influence the marketplace and the employment landscape grows increasingly important as the industry continues to evolve. Broadening the membership in this way allows us to have reach and influence in every sector and over time to better engage with every decision-maker- the people that engage and employ you. Over time, our education programme will broaden to support us in further shaping the direction of the industry, providing a skilled,

“

The ability to affect change, influence the marketplace and the employment landscape grows increasingly important as the industry continues to evolve.

the Membership- and understand how in doing so we can begin to influence the direction of the industry, positioning the PGA Member at its heart. It is important to understand why we are doing this, after all the Association has operated successfully with its current membership structure for more than 100 years. Key will be the influence it brings in terms of our increasing strength in numbers, PGA training and education opportunities in all sectors and more formal engagement with the wider golf industry. But broadening the membership presents so many other opportunities. Enhancing the services and benefits to all Members whatever sectors they are working in. Ensuring our existing education offers continue to be the highest and most sought-after membership awards in the industry. Allowing lapsed Members to renew membership within this new structure and once again to reengage with The PGA. And above all to maintain the standards, reputation and quality The PGA and you its Members have worked so hard to achieve.

modern workforce and alongside that a wellinformed and progressive management and volunteer structure. The start of the year is always busy time for meeting members. As well as the Regional Meetings, we attended the PGA Show and met many of you working in the US or having made the journey to Orlando. This month in Dubai our International Regional manager Matt Davies is meeting with our Members in that region as we continue our increased support for those PGA Professionals working the world over. Next month we will be in Germany holding our European Networking event. The horizons of The PGA have never been broader. Not only geographically but in our aspirations for our ability to influence on behalf of you its Members. As we begin a new decade, we are starting to take steps to ensure the future is bright for Members now and for the generations to come. Over the coming weeks we will share our plans as they develop.

Robert Maxfield Chief Executive

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NEWS

New owners bid to transform historic club The new owners at Sunningdale Heath Golf Club have pledged to revitalise one of golf’s most intriguing and historic venues. A new consortium led by PGA Professionals Kristian Baker (left) and Tom Reid (right) put a takeover proposal to the members – and won a landslide victory in the subsequent vote. The new owners have immediately set about implementing their plans, including a new all-inclusive family membership, a more focused approach on the social side of life at the club and the introduction of an international-class outdoor golf academy. Architects have discussed plans for upgrading the golf course, and an agronomist started work in January to help produce the club’s best-ever playing surfaces by summer 2020. “Our target is to become known as the epitome of how golf clubs need to be in the future, with the best short golf course in the world,” said Read. “But we also aim to carve a reputation as being one of golf’s most inclusive places, as well as being known for our amazing training facilities.”

European success for Hartpury coach PGA Professional Matt Ellis has played in integral role in helping Hartpury College student Joe Buenfel become a European golf champion. Buenfel, who is studying a Level 3 Extended Diploma in Sport (Golf) at Hartpury, clinched top spot in the Junior European Open 2019 at Alcaidesa Golf Club on Spain’s Costa del Sol. Underlining the strength of the Golf Academy at Hartpury, Matt Millar took fourth place in the same competition, while Julia Kerrigan was runner-up in the girls’ event. First staged in 1993, the Junior

The PGA backs British Golf Show 2020 The PGA has announced its support of the British Golf Show 2020 – a two-day public exhibition – returning for a second year from May 15-16 at Wycombe Air Park. PGA Professionals will provide free lessons to visitors and they will also be offering retail support to equipment manufacturers running customfitting sessions. Pre-booked tickets are priced at £15, while under-16s gain free entry. Alex Ayling, Managing Director of The Elite Luxury Events, said: “We intend to make this a truly productive partnership, highlighting the valuable role PGA Professionals play in life at almost every British golf club.” For more information visit www.britishgolfshow.co.uk

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European Open is widely regarded as the toughest test in junior golf and attracts many potential worldclass players of the future. Current stars who have competed in the past include Luke Donald and Justin Rose. Ellis, Manager of the Golf Academy at Hartpury, commented: “The standard of play in the Junior European Open is exceptionally high and it’s an extremely tough tournament to win. “It’s been another really successful year for the Golf Academy thanks to the continuing hard work and commitment of all the students and coaches involved.”

Network in Germany The second European Members’ Education and Networking Day for Overseas Members returns to Frankfurt on March 17. Last year’s inaugural European Members’ Education and Networking Day attracted around 40 PGA Members from Germany and surrounding countries. Delegates will have the opportunity to hear from PGA Chief Executive Robert Maxfield about the Association’s progress over the past year and learn more about the recent changes to PGA Membership and its CPD offering. PGA Advanced Professional, Steve Astle, will also be delivering his popular talk on the topic of ‘The Business of Coaching’. To register your interest, visit www. pga.info

The number of PGA Members who visited the PGA members’ facility at the 2018 Ryder Cup in Paris, France.

Free Ryder Cup tickets PGA Members will be able to cheer on Padraig Harrington’s European team at the 2020 Ryder Cup for FREE. Once again PGA Members are entitled to one free ticket for each day of the 2020 Ryder Cup at Whistling Straits, with the option of purchasing one additional guest ticket for each day at 50 per cent of the full price. PGA Members can also take up to two children (under 17) free of charge on non-match days (Tuesday, Wednesday and Thursday). Tickets can be collected daily from the PGA Members’ will-call office which will be located on site and will only be released upon presentation of your PGA Membership Card along with an additional form of photo identification. Contact the PGA Membership Department for more information or assistance.

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NEWS

2020 tournament schedule revealed

Savage receives Toby Sunderland Award A PGA Professional who has been using his own experience as a recovering alcoholic to help people with addiction issues has won the PGA’s Toby Sunderland Award. Stewart Savage, the head professional at Dalmuir Golf Club in Clydebank, has dedicated a huge amount of his own time changing people’s lives in some of the most harrowing circumstances. His voluntary activities are channelled through the Kirkintilloch Addiction Recovery Centre, a charity which received the Queen’s Award for Voluntary Service in 2011. Staffed entirely by volunteers, the centre provides support for people who are facing alcohol, drug and gambling problems as well as for their family members who are affected by the effects of addiction. Savage commented: “Winning this award is a nice thank you to our charity for all the hard work that is involved in helping individuals beating their addiction and becoming useful members of society again and helping the families affected getting back on track.”

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The winners of this year’s flagship tournaments for individuals – the PGA Professional and Women’s PGA Professional Championships – will be crowned simultaneously, appropriately at the Home of Golf. As was the case in 2009 when they were staged at Blairgowrie in Scotland, the two tournaments will be contested during the same week on the Duke’s Course, St Andrews. The two events are part of a packed programme that, carrying a combined prize fund just shy of £400,000, features tried and tested venues along with some similarly challenging new ones. Visit www.pga.info to view the full 2020 tournament schedule.

The number of PGA Members who played in PGA national tournaments in 2019

Odemwingie’s new goal! Former Premier League striker Peter Odemwingie has plans to preach the ‘gospel of golf’ around the world as he begins his journey to become a PGA Professional. Odemwingie enjoyed successful spells at Stoke City and West Bromwich Albion in the top-flight of English football. The 38-year-old grew up in Russia and played for Nigeria, which is where he’s keen to promote the game of golf. Odemwingie told PGA Professional. “I just love the game so much that I’ve put football on hold. “I have plans to preach the gospel of golf – the good news – in the countries I came from, Russia and Nigeria. It’s a no-brainer to be an ambassador for such a beautiful game.”

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ON THE MOVE The latest PGA Member appointments across the UK, Ireland and overseas

PGA Master Professional David Scott has his sights set on improving the golfing experience at Dumbarnie Links in Scotland after becoming the facility’s new general manager. “I’m hugely privileged and excited about the journey ahead,” said Scott. “I believe Dumbarnie Links will quickly become a ‘must play’ course when in the St Andrews area.” After almost 13 years as a club professional at Scotscraig Golf Club, Craig Mackie has moved to the ‘Home of Golf’ to become the new secretary at St Andrews Golf Club. Nathan Keast is also celebrating a big move after becoming the new merchandising professional at Carnoustie Golf Links. Also in Scotland, Craig Waddell has left Dubai Creek Golf & Yacht Club to take up the director of golf role at Dalmahoy Golf & Country Club. In Ireland, Lynn McCool is now a club professional at Glasson Golf Club, while Michael Alexander takes up a similar role at Blackwood Golf Centre. One move in the North region sees Stephen McNally become the new head professional at Whitburn Golf Club.

NEWS ON THE MOVE An eight-year spell as a club professional comes to an end for Colin Williams who is now a ‘club pro and stack & tilt network instructor at Fakenham Golf Club. The one other move in the East region sees Jason Boast take up a club professional role at Girton Golf Club. The only notable move in the Midlands sees Paul Mayou become a club professional at 3 Hammers Golf Academy. The 58-year-old had previously spent almost six years at American Golf in Wolverhampton. In the South region, Steve Mitchell has left Pentland Golf to become the director of golf at Cave Hotel & Golf Resort. Sam Oliver is now the membership director at The Wisley, while David Hudspith and Christopher Croucher have started club professional roles at Cooden Beach Golf Club and Grays Golf respectively. Kevin Pitts is the new head professional at Woodspring Golf in the West region and Claire Hobbs is now a club professional at Henbury Golf Club. Overseas, Yiannis Tsioukanis moves into a director of golf role at Indooroopilly Golf Club and Roger Gallagher starts a new role as head professional at Golf Club Paderborner Land in Germany. If you would like to feature in this column, or would like to highlight a new appointment, send details to membership@ pga.org.uk.

Recognition Award for Lyle Two-time Major winner and one of the greatest Scottish golfers of all time, Sandy Lyle, was the 2019 recipient of the PGA Recognition Award for his outstanding contribution to golf. Lyle picked up the accolade as guest of honour during the PGA’s annual fundraising lunch in Scotland. The 61-year-old follows in the footsteps

of some of golf’s greatest names to have been recipients of the award including Seve Ballesteros, Sir Nick Faldo and current Ryder Cup captain Padraig Harrington. Lyle said: “When my dad was a PGA man, that was the only thing that was around as the PGA Tour hadn’t started. Once you joined The PGA, you were in the syndicate of what was going on in golf.”

Willett hitting prostate cancer out of bounds Former Masters winner and Honorary PGA Member Danny Willett has teamed up with The PGA’s official charity partner, Prostate Cancer UK, for 2020 to help beat the disease. Willett will be wearing his ‘Man of Men’ pin badge throughout the season to help raise awareness of the most common form of cancer in men in the UK, and a disease which exists in every golf club. “Prostate Cancer UK have done a fantastic job in raising awareness of the disease within the golf community – but there’s still a lot more work to be done,” said Willett.

Hough wins international award Matt Hough has been named GOLFTEC’s International Coach of the Year for the second year running. The 34-year-old, who is originally from Oldham, first ventured to the Far East in 2013 to take up a coaching role at Mission Hills in China. He moved to IMG and developed a successful academy and junior programme at Pine Rock Golf Club before pursuing a career at GOLFTEC in Hong Kong in 2017. After progressing to become the facility’s Assistant Centre Manager, Hough now leads a team of six coaches and last year he helped generate more than $350,000 in teaching and practice sales, while teaching just short of 1,500 hours of coaching. Hough was presented with his award at the annual GOLFTEC awards

Slieve Russell on the up PGA National Ireland Slieve Russell has cemented its position among the best golfing venues in Ireland after moving up two places to third in Irish Golfer magazine’s updated table of ‘Top 100 Courses in Ireland’. 2026 Ryder Cup host Adare Manor and the K Club’s Palmer Course are the only other venues rated above Slieve Russell them in the parkland standings. In a further boost for the Cavan venue, the

resort’s 18-hole championship layout climbed up to 22nd in the overall rankings list. Gordon Smyth, director of golf at PGA National Ireland Slieve Russell, said: “The decision to rebrand as PGA National Ireland has helped to raise our profile enormously, both at home and internationally, and these new rankings will only serve to further enhance our position at the forefront of Irish golf.”

February 2020

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Sion Bebb - PGA Professional Morlais Castle Golf Club

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NEWS

(left to right) - Guy Moran, Head of Property and Development at The PGA, Hamish Ferguson, Director and General Manager at Carden Park, and Peter Pattenden, Carden Park Estates Manager.

PGA approval for Carden Park Carden Park has further strengthened its reputation as one of the country’s finest golf hotels after becoming a PGA accredited golf academy. Nestled in the Cheshire countryside, the award-winning venue boasts two championship golf courses, as well as a 198-bedroom hotel, conference rooms, a brand new £10million spa and a restaurant and bars. In 2018, Carden Park was named ‘England’s Best Golf Hotel’ at the prestigious World Golf Awards, while last year the venue’s Cheshire course was nominated for ‘England’s Best Golf Course’ accolade. Carden Park’s golf academy uses the world’s best ball tracking technology which is used by professional golfers for analysing trajectory, the launch angle, speed and direction. In addition, the estate recently remodelled its driving range bays into 21 teaching bays for custom fitting of golf clubs and coaching. Alongside this, Carden Park upgraded its club house and completed the refurbishment of its pro shop. Carden Park lines up alongside an illustrious group of elite properties around the world who have also been granted PGA Golf Academy status, including Bowood in Wiltshire, Laguna Golf in Phuket, Thailand, and Close House – the North-east’s only PGA Golf Academy.

The number of PGA Members who have been awarded PGA Master Professional status

Duo made Master Professionals PGA Chairman Alan White is celebrating another landmark achievement in his career after attaining the Association’s highest honour, the status of Master Professional. White has been a PGA Member for more than 30 years and succeeded David Murchie as the Association’s chairman in 2017. The 58-year-old has helped thousands of people improve their game, in his role as head professional at Lanark Golf Club, Scotland. White commented: “PGA Professionals tend not to seek recognition for what they do, they just get on with it. However, to be recognised as to be worthy of the title of PGA Master Professional does feel very special.”

Philip Taylor, a Member who has provided employment opportunities to more than 40 pros, many of whom have gone on to gain significant roles in the game, has also been award the status of PGA Master Professional. In 1986 Taylor, along with his brother Chris, came up with the concept for Pachesham Golf Centre, a facility aimed at giving people from all walks of life access to golf, and in the early years they helped create the pathway for more than 400 people to access golf club membership. “My 42-year PGA career path may not have followed the more traditional route, but I hope it inspires others to believe in themselves in the knowledge that anything is possible.”

NOTICE OF ANNUAL GENERAL MEETING NOTICE IS HEREBY GIVEN that the Thirty-Fifth Annual General Meeting (the “Meeting”) of The Professional Golfers’ Association Limited (the “Company”) will be held in The Worcester Suite, The Belfry, Sutton Coldfield, West Midlands B76 9PR on Friday 27 March 2020 at 2.00 p.m., to transact the following business: ORDINARY RESOLUTION To consider and, if thought fit, approve the following resolution that will be proposed as an ordinary resolution: To receive and adopt the Annual Report and Financial Statements for the group and parent Company for the year ended 31 December 2019. SPECIAL RESOLUTION To consider and, if thought fit, approve the following resolution that will be proposed as a special resolution: To amend the Articles of Association of the Company to remove the wording in article 106 in its entirety and replace it with the word ‘Deleted’. Explanatory Notes The Annual Report and Financial Statements will be available on the Company website (www.pga.info) from Friday 28 February 2020 until the conclusion of the Meeting. The documents can be found on the Members’ area of the Company website www.pga. info - log in then go to Information and Resources. If you have any difficulty accessing the website, or require a hard copy of the documents ahead of the meeting, please contact Emma Hadlow on 01675 470333. The proposed amendment to the Articles of Association of the Company in resolution 2 above is proposed because Article 106 currently provides for the appointment and employment of Regional Secretaries which no longer aligns to the working practices of the Company. Information on how to appoint proxies will also be available on the Company website from Monday 2 March 2020 until the conclusion of the Meeting. This information can be found on the Members’ area of the Company website www.pga. info - log in then go to Information and Resources - AGM. Registered Assistant Professionals are permitted to attend the Meeting but are not entitled to vote. By order of the Board Robert Maxfield Company Secretary 7 February 2020

February 2020

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2020

FEATURE

VISION

2020 will herald some significant events in global golf, with the arrival of the new World Handicapping System, tougher rules on slow play, the Olympics, the Ryder Cup, and a raft of new innovations that look set to propel golf into the new decade and beyond

olf, in both its professional or amateur forms, underwent some monumental changes in the ‘10s, and it has arrived at the ‘20s in the midst of a period of upheaval. Longer working hours, deferred parenthood, and an increase in the retirement age, have all combined to put golf on the back foot, with UK clubs suffering a significant decline in both members and casual players from all sections of society since the heady days of 2010. With a steady stream of course closures, it would be easy to paint a gloomy picture of golf in modern Britain, but there remains an overriding belief that whatever adversity it faces, golf will find a way to survive. Here are the key areas of golf in 2020 that will put a more positive spin on the global game.

line with countries including the United States, South Africa and Australia, will let club golfers include rounds other than medals. It is hoped that the option to use a causal midweek round for handicap purposes, as opposed to a Saturday club competition, will encourage more people to join golf clubs, as was the case when the system was introduced in Australia in 2014, when rounds went up by over a million and thousands of golfers joined clubs.

WORLD HANDICAPPING SYSTEM The adoption of the World Handicapping System, which comes into force in the UK and Ireland on November 2, will be one of the most significant changes to the modern game in a generation. Developed by the R&A and USGA, the WHS will replace the six different systems currently used by over 15 million golfers in more than 80 countries. Aimed primarily at making the game more enjoyable for players of varying ability and delivering a unified system, it will see handicaps calculated from an average of scores as opposed to the current event-by-event method. The introduction of ‘general play’, which will see Scotland, England, Ireland and Wales fall into

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The new World Handicapping System is set to give club golf a major shake up

David Kernohan, Scottish Golf’s Handicapping & Course Rating Officer, said: “This is the biggest change we have seen in golf for a very long time for golf club members. The current system is not a fair system, as it’s more favoured to the low-

FEATURE

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2020 is the year that the authorities finally get tough on slow play on the professional circuit, with new rules to punish habitual offenders

handicapper with the way the standard scratch system works. The WHS will be fair and equitable for all golfers. When WHS comes in, you could go out seven days a week and, if you want to, put a score in. A lot of people will use that opportunity, and this will hopefully lead to an increase in members who haven’t been attracted by traditional weekend competitions.”

PACE OF PLAY A perennial issue ever since the game was invented, 2020 is the year that the authorities finally get tough on slow play on the professional circuit, with new rules put in place on the European Tour to penalise habitual offenders. Fines were no longer seen as enough of a deterrent, so shot penalties have been introduced that will not only hurt a player’s pocket, but also their world ranking points as a consequence of dropping down the leaderboard. Set in motion at last month’s Abu Dhabi HSBC Championship, it remains to be seen what long-term effect the new rules will have on pace of play, but first round times at the tournament were cut by 10 minutes and second round times by six minutes compared to 2019. Not a huge improvement, but certainly a step in the right direction.

Allowing players to putt on the green with the flag in has sped up play

In an era of public shaming, tour players themselves have increasingly been calling out the consistent dawdlers among their ranks, with many resorting to social media to highlight who is most often to blame for holding up fields, but

having the sanction of added shots will hopefully be more harmful to a player’s speed around the course than a few barbed tweets.

RULE CHANGES The introduction of a raft of new Rules of Golf at the beginning of 2019 certainly gave the game a welcome shake up, with the concept of ‘ready golf’ and being able to putt with the flag in being among the most successful of the myriad of new regulations. The knee-height drop made everyone look a little silly for a while, and seemed a rather unnecessary complication, but it should now to be second nature to all players. Along with a modernisation of the wording of the rules, golfers can expect more refinining tweaks to the laws in the years ahead, as golf seeks to simplify and demystify itself to a new generation of golfers who simply want to just get out there and play.

TOURNAMENT FORMATS New forms of the game have been embraced across the board in recent years, from shorter formats, the growth of nine-hole golf, more mixed gender tournaments, timed events, and pointsbased scoring systems that reward aggressive play. All have served to shake up the status quo of traditional 72-hole stroke play tournament golf, while at club level it has served to dispel the notion that 18 holes over a 6,500-yard course is the only way to play. The launch of the Scandinavian Mixed, an event co-sanctioned by the European Tour and Ladies European Tour that takes place in Sweden in June, will be another milestone for the game’s notion of gender equality, with 78 male and 78 female pros vying for the same €1.5m prize fund. While women compete against men at the GolfSixes team event, and women’s tournaments run concurrently with men’s events at the Trophée Hassan in Morocco and the Vic Open in Australia, this will be the first time they have competed against each other in a full-field format. The women’s professional game in Europe also looks set to receive a much-needed boost in 2020, following the announcement of a new joint venture between the LPGA and the LET. With additional financial backing from the R&A and the European Tour, the initiative aims to

February 2020

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FEATURE expand the LET schedule, increase prize money, and create a pathway for Europe’s elite to get more opportunities to play in America. A new €1m event in Saudi Arabia is among the first of the new events announced, with more sure to follow.

THE OLYMPICS Four years ago golf’s governing bodies placed huge significance on golf’s return to the Olympic fold for the first time in 76 years, when many of the world’s top male and female professionals took part in the 2016 Games in Rio de Janiero. Hoping that seeing top players outside of their traditional tour environments, and playing for medals rather than money, would ignite interest in the game in new regions and among a new demographic was perhaps fanciful, but Justin Rose’s gold medal victory for Team GB certainly resonated with the British public, and the ensuing attention he deservedly received certainly got those who had chosen not to take part thinking that they had made a big mistake. Consequently, we can expect to see all the major players make the trip to Kasumigaseki Country Club in Japan to take part in Tokyo’s hosting of the 2020 Olympics in July, with Tiger Woods and Rory McIlroy already committed to making their debut appearances, along with a host of other top stars. Woods, as ever, has the power to move the needle like no other, and although Japan is already a golf-mad country, his mere presence will surely help cement golf’s place at the Olympic table for years to come.

THE RYDER CUP With tickets like gold dust, huge TV audiences, and a new generation of exciting young players making it the centre of their competitive year, the Ryder Cup is riding the crest of a wave that the rest of golf can only dream about. Despite Team USA having lost seven of the last nine Ryder Cups, there seems to be no letting up in the public appetite for the biannual matches between Europe and America. And with 2018’s resounding success for Thomas Bjørn’s merry men still ringing in our ears, the 2020 matches at Whistling Straits can’t come soon enough for a European team that is bristling with young and talented players, who will be led by the ultra-experienced Padraig Harrington. Whistling Straits will no doubt be set up to the Americans liking – something approaching 8,000 yards, soft, minimal rough and fast greens, but if Jim Furyk’s team can’t win back the cup in September, it may be time to reassemble the Task Force again.

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ASIAN INFLUENCES While tour players from the Far East and Asia have dominated the LPGA Tour for much of the past decade – 31 of the current top 50 women in the world are from Japan, Korea, Thailand and China – a growing number of Asian-born players are making an impact on the men’s tours, which has given golf a far more global appeal. Wu Ashun became the first Chinese-born winner on the European Tour in 2015, with victory in the Volvo China Open, and the second followed swiftly

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The growth of golf in developing countries has created a wealth of job opportunities for PGAqualified professionals, coaches and club managers

after when Haotlong Li won the same event in 2016. Li has since won the 2018 Dubai Desert Classic, wihile South Korea’s Byeong Hun An, who won the BMW PGA Championship in 2015, is now one of four Asian players in the world’s top 50, which also includes Japan’s Hideki Matsuyama (21) and Shugo Imahira (33) and Korea’s Sungjae Im (35), who won the PGA Tour’s Genesis Championship in 2019. The wave of Asian talent has not only attracted a new generation of players, new events and new sponsors to the game, and served to broaden golf’s appeal like never before, but the growth of golf in these regions has also created a wealth of job opportunities for PGA-qualified professionals, coaches and club managers, many of which have already been filled by those willing to move out of their comfort zones, learn a new language, and tackle the brave new world of global golf. ●

Justin Rose will defend his Olympic title in Tokyo this summer

INTERNATIONAL

SMOOTH MOVES T

aking the decision to seek work abroad can be a nerve-wracking experience, but with the right planning it could end up being the best move of your life. Here are some tips on what to think about before heading for the check-in desk and once you’ve landed

PUT YOURSELF OUT THERE

Research where you are going, speak to the PGA Members currently based in the region, and, if you get an opportunity, go for it. Dan Beattie, Teaching Pro, Sheshan International GC, China

UNDERSTAND THE GOLF MARKET

The golf market has its nuances in every country. Locate local golfing ‘experts’ – the national PGA, PGA Pros and the amateur federation and send them an email, make a call, or ask to meet in person to discuss how golf works in that country.

If you are looking for a position, then put Maintain an open yourself out there – many successful candidates GET YOUR DOCUMENTS IN ORDER mind, be willing to for jobs in other countries have taken the plunge Speak to the national embassy in the adapt and adjust, and and gone out to the country first to either look destination country to find out about visas and above all, be patient. for positions, connect and network with people, or work permits. Most employers will sort a lot of it out, Rhys Beecher, Director of perhaps even for a face-to-face interview, rather but you need to understand what documentation Golf, Education City Golf than make contact through emails or the telephone, and insurances you may need, especially in light of Club, Qatar as it shows intent. the upcoming changes as a consequence of Brexit. A good place to start is to speak to the PGA’s Regional Manager for International Members, Matthew FIND A MENTOR Davies, who can offer advice on how you should start your Once in the role, find someone who can help you find journey to finding employment abroad. your feet, not only within your new company/club, but also socially, so that you can meet new people and establish Moving GET YOUR CV IN ORDER a social network. abroad, and getting out of my comfort zone, When did you last update your CV? Is it a was intimidating, but it simple one-page document or a six-page essay? LEARN THE LANGUAGE was the best decision I made How professionally is it produced? Get a friend Learning the local language is one of the for my career development. outside of the golf industry who has a responsibility most important tools you can have when working for recruitment to give you an honest assessment. in a different country. It makes every day-to-day Chris Dodd, Head Pro, Most job applications will also require a covering task easier and allows you to understand and operate Ayla GC, Jordan letter. Write one that can be adapted according to more effectively. Even a few words to begin with can the employer’s perspective, ensuring that it says be very beneficial, so take a course and/or buy some audio what you can do for them, rather than simply guides and pharsebooks before you even think of moving to a new repeating your CV. Avoid writing in vague country, especially if English is not a generalities about service, commitment, common second or third language. team building and motivation, and Relying on Google Translate or concentrate on cold, hard facts about speaking very slowly in English and your revenue-generating successes. pointing at things won’t suffice!

RESEARCH, RESEARCH, RESEARCH

Research the country, its history, culture, climate, traditions and language. You might be going somewhere quite similar to where you currently live, but it is almost a certainty that they will do things differently and you should do your best to learn about these and adapt accordingly. Find out about the local property market, availability of rental accommodation and the general cost of living against salary expectations.

DON’T EXPECT IT TO BE EASY

Working in a different country can potentially be the most difficult thing you ever do in your career – not only do you have to do the job effectively, but you also have to adapt into a different environment. Your day-to-day working experience is directly related to how you approach it, so do your best to be outgoing, meet new people, and experience new cultural aspects to ingratiate yourself into the local life. ●

February 2020

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INTERNATIONAL Q&A

LIVING THE DREAM Advanced Fellow PGA Pro Phil Jones has spent almost his entire career overseas, with his latest role taking him to Azerbaijan, where he is the general manager of Dreamland Golf Club in Baku What has been your career path to date? After spending six years at Rudding Park in Harrogate, during which time I gained my PGA qualification, I left my native Yorkshire in 2001 to work in Bahrain, where I was Director of Golf Operations at Riffa Golf Club, the Kingdom’s first grass course. I then served in the same role when the club was redeveloped, later re-opening as Royal Golf Club in 2009. This invaluable experience opened up further opportunities to get involved with the pre-opening of other new courses in Kuwait, Russia and now here in Azerbaijan. Arriving in Baku to a desert site in 2014, my role has involved working with IMG Golf Management to take the club from concept to reality. Working with architects Dye Designs, we created an 18-hole course, a golf academy, driving range, and a clubhouse, while last year saw the opening of the 42-room Dreamland Golf Hotel. I have a great team alongside me, including course superintendent Martin McGavcock, and PGA Pros Alex Day and Anton Samsonov. Together we have created a club that is growing the game and providing a fun, friendly membership experience. Without doubt our biggest success has been developing our Azerbaijani team members, who are now in management, supervisory and coaching roles.

How did you find out about your current role? After completing my assignment in Russia, I was told that Azerbaijan had some plans for golf with IMG Golf Management. It was felt that with my experience of the Middle East and Russia I could be a good fit for the project. Nearly six years later I am pleased to see what we have achieved with the overall Dreamland development.

What does a typical working day involve? The club is built up of many teams and departments, with over 150 employees. In supporting the department managers, my time is spent across many different components of the business to make sure the club performs. As a general manager you are often seen as the ‘glue and the oil’ – you must keep the departments stuck together to achieve the goal, but make sure the business is fluid enough to ensure it is as smooth and efficient as possible.

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How would you rate the golf industry in Azerbaijan? Emerging markets are rewarding places to work, as the levels of participation and number of rounds increases, so you see progress each year. In the last two years the team has focused on growing golf tourism, with over 1,200 hotel rooms booked in Baku for visiting golfers in 2019, we’re off to a good start. This initiative has helped us establish our online presence with platforms such TripAdvisor, where a Certificate of Excellence was awarded for the team’s consistent reviews.

What are the best/worst parts about working there? Baku is a very safe, vibrant city where you are made to feel very welcome. In the summer the Azerbaijan Grand Prix F1 race attracts many visitors, so it’s the best chance for the country to show what it has to offer. On the downside, English is not widely spoken here, so knowing a few words of Russian and Azerbaijani is very helpful. On the whole, it has been very easy to settle into life here. I make a point of attending lots of embassy, hotel and business events to ensure the wider community knows about the golf club and what we offer, and these meetings really help to bring in fresh enquiries and new leads.

What advice would you pass on to other PGA Members who are interested in working abroad? I’ve often worked in countries where I don’t speak the language, so you rely on developing the trust of the people around you to make things happen. Teamwork is vital, so be prepared to help the people that help you by sharing your knowledge. Although I’ve been fortunate to swap the UK climate for a warmer part of the world, the challenges – and opportunities – are just as real.

Where do you see yourself in five years’ time? I would hope to continue passing on my knowledge and experience in helping golf resorts, PGA Professionals and golf managers achieve their best. ●

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A round-up of the latest equipment launches for 2020

Ping goes the distance with G710 PING has replaced its popular G700 irons with the new G710s, which it claims to be ‘the longest, most forgiving iron’ it has ever made. A maraging steel face is combined with a stainless steel body to create metal-wood like flexing, faster ball speeds, added distance and higher shots with stopping power. The stainless steel body and high-density tungsten toe and shaft weights increase MOI and deliver higher launch for more distance and accuracy, especially for mid-to-high handicappers and those with slower swing speeds. A hydropearl chrome finish with black PVD coating repels water and improves performance through the turf, and also serves to create the perception of a smaller, more compact head at address. Unwanted vibrations are dampened and feel enhanced through the application of an epoxy insert behind the face. Arccos Smart Grips are offered as standard, automatically recording and analysing every

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shot taken during a round when paired with the Arccos Caddie app. Golfers receive a 90-day free trial of the app and eight free sensors after purchase of six or more G710 irons. Golf Pride 360 Tour Velvet/Arccos Smart Grip is available in Aqua (-1/64”), White (Std.) and Gold (+1/32”). The stock shaft is Alta Distanza Black 40 graphite, which boasts a more active tip to deliver higher trajectories. Offered in 4-PW, the G710s are priced at £169/£179 (st/gr) per club.

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Ping rolls out Heppler putters PING’S new Heppler putters offer a solid steel face for golfers who prefer a firmer impact feel and sound. Offered in nine mallets and mid-mallet styles to suit a wide variety of stroke patterns, Heppler putters are made from cast aluminum and steel to provide extreme forgiveness and optimal centre of gravity for accuracy and consistency, while a contrasting copper-and-black finish provides strong visual alignment cues. Ping engineers combined the lighter aluminum with steel through strategic shaping and weight placement to produce extremely high MOI designs. The new Tomcat 14, which features a 14-dot alignment aid inspired by the lights on an airport runway, is the highest MOI in the series and is designed for players with a straight or slight arc to their stroke. Other models designed for golfers with a slight arc include the Anser 2, Piper Armlock, Tyne 3 and Ketsch, while those with a strong arc would most likely benefit from the ZB3 or the Floki, while those with a straighter stroke may prefer the Piper C, Fetch models. A stiffer, adjustable-length shaft (32-36 inches) in black chrome is offered as standard, with a choice of four grips. RRP: £250/£275

February 2020

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Callaway hits the mark with Mavrik

CALLAWAY’S new range of Mavrik drivers, fairway woods, hybrids and irons has been designed with a supercomputer that enabled the company’s R&D team to use artificial intelligence (AI) to enhance a wide range of features and technologies. Replacing the Rogue range from 2018, all Mavrik clubs benefit from the next generation of Callaway’s Flash Face, which is made from a stronger type of titanium. Using AI, the Standard, Sub Zero and Max Mavrik drivers, fairways and irons all boast faces designed to work with the individual specifications of each head – size, shape, centre of gravity location, footprint and internal weighting – to maximise distance. AI was also employed to create a new internal rib system designed to reduce vibration to promote a more satisfying sound and feel, while a new triaxial carbon crown and Jailbreak technology raise MOI and forgiveness. The Mavrik Standard driver (9°, 10.5°, 12°) features a 460cc head with a fixed 5g weight positioned at the sole’s back-centre to promote mid-level spin and a moderate draw bias. The Sub Zero (9°, 10.5°) promises a combination of fast ball speed, low spin and high MOI. The slightly smaller head (450cc) features two interchangeable screws

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in the front and back, 14g and 2g, to promote changes to launch angle and spin. It has a neutral ball flight bias and the lie angle is slightly flatter compared to the Standard and MAX models. The Max driver (9°, 10.5°, 12°) combines extremely easy launch with slice-fighting weight distribution. Two interchangeable weights, 14g and 2g, are positioned in the sole near the heel and centreback. Installing the heavier weight in the heel creates maximum draw bias; installing it in the back creates maximum MOI. All are priced at £469. There is a matching set of Mavrik fairway woods (Standard, Pro, Max £349) and hybrids (£269) that benefit from steel Flash Faces and deliver different launch conditions for the demands of different players. There are also four Mavrik iron models (Standard, Pro, Max and Max for women, £849/£1,049 (gr/ st) that were also designed by AI to work with each head’s size, shape, centre of gravity location and loft to promote distance and control throughout the set, creating a significant boost in ball speed. Tungsten weights positioned within the head optimise launch and trajectory, while Callaway’s urethane microsphere technology creates unmatched feel and incredible speed.

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TaylorMade shapes up with SIM metalwoods TAYLORMADE’S new range of SIM drivers, fairway woods and hybrids place a new emphasis on aerodynamics to improve clubhead speed for all golfers. SIM stands for Shape in Motion, and the clubs are influenced by a variety of TaylorMade’s previous models, while combining tried and tested technologies with new head shapes. In order to boost clubhead speed by reducing drag, TaylorMade designed the heads of the SIM, SIM Max and SIM Max D drivers to improve airflow as the club enters the impact zone. Historically, raised crowns and soles make for better aerodynamic shapes, but they work against the low centre of gravity and high MOI designs that has become the norm in recent years. TaylorMade has sought to eradicate this compromise by building the crowns and soles higher to capitalise on improved airflow, and then lowering CG and raised MOI by adding a fixed steel weight in the rear portion of the sole. This so-called ‘Inertia Generator’ takes the form of a visible protrusion on the sole, which moves weight lower and further back and is positioned at a 30-degree angle to reduce drag as the clubhead makes contact with the ball. The drivers borrow technologies from the M-family, such as multi-material crowns, TwistFace, and titanium faces with Inverted Cone Technology. While the SIM driver has CG adjustability, the T-track from the M5 has been replaced with a simplified draw-fade bias track that creates +/- 20 yards of draw/ fade bias. The SIM is the lowest spinning model, with the shallowest face, while the SIM Max has an 8% larger face and is built for maximum forgiveness. The SIM Max D has 18% larger face than the SIM and has built-in draw bias. All three have a loft sleeve to allow for loft, lie and face angle adjustments. SIM (8°, 9°, 10.5°) has an RRP of £479, while SIM Max (9°, 10.5°, 12°) and SIM Max D (9°, 10.5°,12°) are both priced at £449.

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Wilson forges ahead with D7 players’ iron WILSON’S D7 Forged irons combine the distance, looks and feel of a pure players iron to create a set with genuine Tour-level appeal. The brand’s tried-and-tested Power Hole technology has been taken to the next level by incorporating a urethane-filled chamber inside the head and lower on the clubface that flexes on impact to reduce vibration and increase ball speeds. Featuring a more compact head than the brand’s D7 irons, with a thinner topline and minimal offset, the thin clubface is forged from carbon steel and features a wider sole with enlarged power holes to drive high ball speeds, with a higher launch and spin. “Combining the distance technologies from the original D7 line with the aesthetics of Wilson Staff’s players irons, the D7 Forged irons provide an ideal

Titleist unveils stronger loft T100 irons Titleist has extended its T Series range of irons with the introduction of the T100•S. At retail from March 27, the T100•S is a forged player’s iron that is modeled on the brand’s T100 irons, but feature 2-degree stronger lofts throughout the set to offer more distance while maintaining shot-shaping capabilities. The irons also feature a new dual cavity construction, which provides precise distance control, while a thinner face increases ball speed. Tungsten weights in the heel and toe of the mid and long irons improves stability, while minimal offset and progressive blade lengths, sole widths and hosel lengths complete the players’ ideal look and performance. Available with True Temper Project X LZ shafts as standard, the T100S is offered in 3-W. RRP: £160 per club (£1,120/set of 7).

Odyssey’s on the right track

blend of maximum distance and ultimate feel for golfers looking for effortless distance and ultimate control,” said Jon Pergande, Wilson Golf’s manager of Golf Club Innovation. Stock shaft options are the KBS S-Taper in steel and True Temper Catalyst Black 80 in graphite. RRP: £699/€799 (4-PW) for steel, and £699/€799 for graphite (5-PW). The 3-iron, SW & GW are available through custom fitting.

Odyssey has borrowed the visual technology featured in Callaway’s popular Tripe Track golf balls to create a new range of putters. The Stroke Lab Triple Track putter range feature five models which have been designed to work in conjunction with Callaway’s Triple Track balls to help golfers aim more accurately and start the ball on the correct target-line. Player testing has proven that using a Triple Track Ball alone can significantly improve a player’s aiming accuracy from ten feet, but paired

with a Triple Track Putter accuracy improves even more. The five models in the range are the Marxman, Double Wide, Ten, 2-Ball and 2-Ball blade. Each incorporates a Stroke Lab shaft and the new Microhinge Star face insert, which offers firmer feel and a cleaner sound at impact, while promoting forward-spin at impact for smooth roll. RRPs: £239 (Marxman, Double Wide), £269 (Ten, 2-Ball and 2-Ball blade).

Cleveland plays it smart with new wedge range Cleveland’s new range of Smart Sole 4 wedges offer a simpler short game system with a wedge designed for every shot. The C model (42°) is engineered for foolproof chip shots; the more lofted G model (50°) offers additional forgiveness on approach shots, while the S model (58°) is

designed for easier sand saves. An extra wide sole across all three models, with extra leading edge bounce, ensures clean contact and better stability, while milled grooves channel moisture away for improved spin. SRP: £129.

February 2020

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Srixon upgrades Q-Star Tour The third generation of Srixon’s three-piece Q-Star Tour ball boasts a softer Fastlayer core than previous model, which offers a gradual transition from soft inner core to firm outer edge. The core is the largest in the market for a ball of this type, which helps to create extra distance and tour levels of short game spin without compromising on soft feel. The redesigned ball also features Srixon’s Spin Skin technology with Slide-Ring Material (SeRM), a urethane compound that coats the cover. The SeRM material digs deep into wedge and iron grooves, increasing friction at impact for more spin and more control on approach shots into the green. A 338 Speed dimple pattern provides a penetrating ball flight, as well as increasing lift and reducing drag to maximize distance, while a new side stamp design aids alignment and accuracy. RRP: £34.99 for 12.

TaylorMade maxes out with SIM distance irons

Wilson in a spin over new Staff Wedges WILSON Golf has completely re-designed its shortgame offering for 2020 with the introduction of the precision-milled Staff Model wedges in six lofts, plus a new Staff Model Hi Toe version in two lofts. Designed in collaboration with its Tour players, the Staff Model wedges combined forged carbon steel construction with a precision-milled face to create Tour-calibre spin and control, combined with soft feel. Offered with True Temper Dynamic Gold 120 shafts and Golf Pride Tour Velvet grips, the wedges are available in 50°, 52°, 54°, 56°, 58°, and 60° options. The Hi Toe wedge combines a high toe and wide sole with a stainless steel head and a precision-milled face for ultimate creativity around the green. The face shape allows the club to be played at varying degrees of open and closed configurations, while scorelines across the whole milled face feature a higher density pattern for a more consistent contact at impact, resulting in maximum spin and control on every shot. It comes in 56° and 60° lofts. The Wilson Staff Model and Hi Toe wedges have an RRP of £109.

TAYLORMADE’S new SIM Max and SIM Max OS irons feature the company’s Speed Bridge technology and the all-new Echo Damping System, and promise to offer ‘explosive distance, enhanced sound and forged-like feel’ to the distance iron category. The Echo Damping System aims to provide better feel without sacrificing performance. This uniquely shaped design stretches across the entire face from heel to toe using multiple contact points for accelerated vibration damping. Vibration damping channels wrap around the entire structure and compress at impact, giving the material a place to disperse without inhibiting movement in the face. The SIM Max is built to deliver fast ball speeds, high launch and forgiveness. The Speed Bridge works in conjunction with the Thru-Slot Speed Pocket to provide and forgiveness. The damping system contributes to the forge-like feel of the irons, while a 1.5mm face delivers increased flexibility across the face. SIM Max OS is equipped with all the same technology as the SIM Max in an oversized package, with a taller face and a wider. Stronger lofts produce a penetrating ball flight that makes SIM Max OS the longest iron in the current TaylorMade line-up. Offered in 4-PW sets, Sim Max irons come with KBS Max 85 steel shafts or Fujikura’s Ventus Blue in graphite. For women, SIM Max irons are fitted with Aldila’s NV Ladies shaft. RRP: £899/£1,049 st/gr.

February 2020

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N E W G E A R TR A DE

Cobra revs up with Speedzone COBRA indentified six areas of performance to deliver enhanced speed and distance in the King Speedzone and King Speedzone Xtreme drivers. These areas included a redesigned face, which now features a CNCmilled area that is 95% larger than that featured on the previous F9 Speedback driver. Elsewhere, a new titanium T-Bar speed chassis creates a stronger structure, while also serving to lower CG and raise inertia, while a new carbon wrap crown supports the chassis while saving 25g of weight that has been repositioned low and back to increase forgiveness. A 69g weight (29g more than used in the F9 Speedback) has been positioned for optimal launch conditions. A more aerodynamic head shape maximises drag reduction and increases clubhead speed, while the high MOI design positions weight

away from the centre of the head to maximize stability on off-centre hits. The Speedzone driver offers frontto-back CG adjustability, allowing better players to fine tune launch without sacrificing forgiveness, while the larger Speedzone Xtreme is aimed at players looking for a consistent, straight trajectory with maximum forgiveness. The latter features a 17g tungsten weight that makes it Cobra’s highest MOI driver. Both models have an RRP of £349, and are offered with lofts of 9° and 10.5°, (adjustable +/-1.5°). A women’s version is offered in 12° (+/- 1.5°). Each driver is available in gloss black/yellow or matte black/ white head. There are three matching King Speedzone fairway woods (RRP £229) – Speedzone, Speedzone Tour and Speedzone Big Tour, and King Speedzone hybrids (RRP £189) offered in lofts of 17°-24°.

Scotty expands Phantom X range SCOTTY CAMERON has added a new model to the Phantom X range of putters with the launch of the Phantom X 12.5, a mallet design which features more toe flow and a new alignment option. The Phantom X 12.5 joins a Phantom X family that now includes 10 mallet designs built around five different head styles. The X 12.5 offers a new set-up option, featuring a low-bend shaft configuration and a single milled sightline. Boasting a stainless steel and aluminium construction for increased MOI, two customisable stainless steel heel-toe weights further increased stability on off-centre strikes. It is fitted with a Pistolero Plus grip in cement grey with gloss black paintfill. Priced at £399, it goes on sale on February 14.

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Srixon weighs in with XXIO Eleven and X ranges SRIXON’S new XXIO Eleven and XXIO X range of drivers, fairway woods, hybrids and irons feature the brand’s new Weight Plus technology, which, according to the company, ‘helps produce a more consistent and powerful swing, and pushes high balance-point clubs to the next level’. Weight Plus sees 13g of brass and rubber weights placed in the butt end of the shaft, which operates like a lever, assisting in the takeaway and reducing the effort required to swing the club. The XXIO Eleven woods feature a redesigned cup face structure and a lightweight shaft, which combines to produce fast, forgiving, and easy-toswing clubs for the moderate swing speed player. A weight pad in the soles creates space for a larger cup face, which in turn boosts speed and distance. The Eleven irons feature two slots cut into the iron body just behind the face to increase flexibility for explosive ball speed and distance. The new XXIO X range is premium set of woods and irons that is designed to enable skilled golfers to experience the benefits of lightweight and high balance point club design. The X irons are forged in a more compact shape for enhance workability, while a milled speed groove on the backs of the faceplate flexes at impact, adding energy back into the ball for increased distance. “X takes the same XXIO philosophy – lightweight and easy to swing – but is designed for better players,” said Jeff Brunski, vice president of research and development. “We’re targeting golfers who have typically played with ‘players’ golf equipment, but are starting to see distance declines in their game. It’s easy distance and easy forgiveness, built without sacrifices.”

TR A DE N E W S NEWSBURST

FootJoy supports retailers with new education portal

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Ping picks up Pepperell Ping has signed European Tour player Eddie Pepperell to a multi-year equipment contract. As part of the deal, the 28-year-old Englishman will compete wearing a Ping hat and carry a Ping staff bag. Currently ranked world no.52, Pepperell made his debut as a staff player at the South African Open, where he played with a full set of Ping clubs, including a G410 Plus driver, G410 5-wood, i210 irons (3PW), Glide Forged wedges, and a PLD PrimeTyne putter. In other equipment signings announced early in the new year, Andrew ‘Beef’ Johnston has signed a multi-year deal with Puma Golf to wear its gear head to toe, while Danish identical twins Rasmus and Nicolai Højgaard have joined adidas Golf’s tour staff with multi-year contracts to wear the brand’s apparel, footwear and accessories. Henrik Stenson will be stepping out in Ecco Golf’s hybrid shoes this season after the 42-year-old Ryder Cup star sign a contract with the Danish footwear brand.

FOOTJOY HAS launched the FJ University through a new education portal called Myagi, an online retail training platform. Further connecting the footwear brand with its account base, the platform will deliver on-demand retail sales training; help retail staff enhance their product knowledge, improve merchandising, and keep up to date with the FJ brand. Any member of staff at FJ stockists will have access to the portal via email and mobile phone alerts. The portal will

offer product training, as well as updates on promotions and merchandising advice across the FJ range. Launched in January, accounts can sign up to the FJ University via the link below to access all the latest product details, including videos on how to get the most out of FJ point-of-sale items, and updates on FJ Tour players. Paul O’Hagan, FootJoy’s European marketing manager, said: “We couldn’t be more excited to launch ‘FJ University’ to our retail partners. The Myagi platform will help us deliver effective training and educate our retailers on product launches, promotions, merchandising, as well as informing them about key FJ moments.” For more details, visit myagi. com/s/footjoyuniversity.

Toptracer chalks up 100th European installation PINE RIDGE Golf Club in Surrey has become the 100th golf facility in Europe to install Toptracer Range technology. The landmark installation at the Camberley-based venue, which boasts an 18-hole course and a 36-bay floodlit range, also brings the total number of Toptracer Range hitting bays to 1,700 – each with the capability of hosting up to four guests at any one time. The technology, which uses ceiling-mounted cameras to record shot data for distance, speed, launch angle and shot shape and then transfers it bay-based monitors, has now been introduced at over 200 venues worldwide, with its biggest European installation recently taking place at ToppGolf in Norway, which now boasts 78 Toptracer bays. February 2020

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N E W S TR A DE

Glenmuir extends Ryder Cup licensing deal GLENMUIR HAS agreed a five-year extension to its licensing partnership with Ryder Cup Europe, which takes the Scottish golf clothing brand’s association with the matches to over 40 years. Glenmuir will be the official licensee of the 2020, 2022 and 2024 matches, and to celebrate the partnership the brand has launched the Official 2020 Ryder Cup Collection, which is available to buy online at glenmuir.com, as well as the 2020 European Ryder Cup shop. Mikhel Ruia, Glenmuir’s managing director, said: “Being part of this truly global sporting spectacle since 1987 is a great honour for Glenmuir. The Ryder Cup is the most treasured trophy in the game of golf and represents pride, passion and partnership. This ethos is aligned with Glenmuir’s own team values, with everyone focused on crafting premium quality, functional and elegant products. We very much look forward to building upon the great past success of our Ryder Cup partnership as we embark on this next five-year chapter.”

Cleats prove a winner in golf shoe study AN INDEPENDENT study has discovered that driving distance, ball speed, shot dispersion and smash factor can all be improved when golfers wear shoes with replaceable cleats instead of spikeless footwear. The study, which was conducted at Pinehurst Golf Resort in America by PGA instructor Eric Alpenfels and Dr Bob Christina, professor of kinesiology at the University of North Carolina, found that golfers’ average carry distance was 4.35 yards longer when wearing replaceable cleats, their smash factor was better, and their average ball speed was faster and more consistent. The study, which was published in the December issue of GOLF magazine, involved 28 men, half with handicaps over 12, and half with handicaps under nine. Each player hit 10 drives, five in shoes with replaceable cleats and five in spikeless shoes. Performance improvements were most significant for high handicappers, as cleated footwear created a ‘more solid lower body foundation, more consistent swings, and improved energy transfer from the clubhead to the ball’, according to Alpenfels.

Could your club make a plastic-free resolution? THE MAKERS of a range of bamboo golf tees has launched an initiative aimed at getting golf clubs to stop selling plastic and wooden tees and switch to its sustainably-sourced option. Ocean Tee is the only manufacturer of sustainablysourced bamboo tees to golf clubs across Europe. The tees are made from 100 per cent bamboo, a natural, strong and flexible material that is less prone to snapping than traditional wooden tees. Ocean Tee Crowd initiative aims to use the buying power of 25 clubs across the UK to transition to providing bamboo golf tees for members and guests. Ed Sandison, founder of Ocean Tee, said: “We’ve had a fantastic The PGA Professional

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response to our biodegradable bamboo tees since we entered the market. There is a real appetite for sustainability, and as you can see from the recent ban of plastic tees at several courses, getting plastic out of the club eco-system is a great first step. With our crowd initiative, we’ve found a way to help more clubs make the switch to sustainable tees, but to make it a success we need golfers to tell their clubs that going plasticfree is important to them.” Ocean Tee is looking recruit a minimum of 25 clubs to be part of the initiative, and is offering complete tee packages to participants at a significantly reduced cost. For more details, email info@oceanteegolf.com. 27

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You make a one off payment You are a partner of TGI Golf and TGI Golf Travel

You are guaranteed the best UK and Irish terms from Partner suppliers Including all the biggest brands in golf

You have a dedicated Retail Consultant Free, in-store expert advice from the guys in the know

You are invited to fantastic events Some educational, some competitive - always valuable

You will receive annual profit distribution

You get access to TGI’s amazing marketing tools

As a Full Partner of the business, you share in our success

These allow you to take charge and tailor communications and POS to your business

More than 480 of the country’s leading PGA Professionals are part of TGI Golf Partnership, which exists to assist them in running successful and profitable businesses. 0% finance

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PGA SHOW R E V I E W

ORLANDO BLOOMS

The 67th PGA Merchandise Show unveiled a host of new products and technology innovations designed to make the game easier and more fun, and a seminar programme packed with ideas to help PGA Members improve their skills and grow their businesses

hile the hundreds of PGA Members who headed over to Orlando from the UK and Ireland hoping to get a brief blast of Florida sunshine were unucky this year with unseaanbly low temperatures, those that attended last month’s PGA Merchandise Show will also hopefully have returned to their clubs, ranges and shops feeling re-invigorated for the new season after having taken the opportunity to check out all the latest equipment and apparel ranges, picked up some business and coaching tips, and possibly enjoyed a round or two of golf.

As ever, the show teed off with a mass exodus to the demo day held at the Orange County National Golf Center, a 42-acre practice facility where over 200 hitting bays set up in a half-mile circle enables visitors to match up real-time performance with some of the equipment companies’ more ambitious marketing claims. There were big queues to test Callaway’s new Mavrik range of woods and hybrids, whose faces was created using Artificial Intelligence, as there was for Ping’s new G710 irons, which the company claims are

the longest, most forgiving irons it has ever produced. In fact, forgiveness was very much the theme behind many of the new launches, with the major brands all placing greater emphasis on equipment that will help golfers with moderate swings speeds unlock more distance and control in their games. For example, Titleist’s new T400 irons and TS1 drivers are both designed to assist players with slower swing speeds through lightweight materials and aerodynamic designs, while Cobra’s Speedzone woods and irons, Mizuno’s ST200 metalwoods, XXIO’s Eleven drivers and Wilson’s Launchpad metalwoods and irons were among a plethora of new gear designed to bring some of the enjoyment back to the game for players who struggle to generate 90mph+ swings. Titleist has even coined a term for it – ‘Fargiveness’, as Corey Gerrard, the brand’s product marketing manager, explained: “A lot of our designs are for better players and aspirational golfers, but we all want to make equipment that all players can enjoy,” he said. “The feedback from the players who are using these new clubs is that they really think it’s fun to hit the ball a little farther.” Other equipment themes on show at the demo day, and later in the exhibition halls, included the ongoing interest in brightly coloured golf balls, multi-material putter

The PGA Show’s exhibition halls hosted over 40,000 visitors over three days

February 2020

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PGA SHOW R E V I E W

Simulator technology continues to drive forward coaching and game play

designs that promote pinpoint yardages, more accuracy on the is another gamegreens, and wedges changer. with a wider variety The multi-use theme Greg Norman passed on of sole grinds, including also found its way into his knowledge in a range of industry seminars Cleveland’s new Smart the apparel world, with Sole 4 range, which make it Swedish clothing brand Kjus’s easier for less skilful players to get new Gemini jacket boasting a the ball airborne. reversible design that is a black waterproof Elsewhere, ball-tracking systems continued rain jacket on one side and a metallic silver to attract plenty of interest, with Toptracer’s wind jacket on the other. Range technology drawing in the crowds Among a raft of new ball launches, at the demo day, while TrackMan took the including Titleist’s upgrade to its AVX, Tour

“

There was a plethora of new gear designed to bring enjoyment back to the game for players who struggle to generate 90mph+ swings

opportunity to unveil ‘Tracy’, an upgrade to the tracer system that offers voice commands recommending what golfers should work on, but not how to work on them – thus encouraging the golfer to seek the advice of a qualified instructor. Other swing technology advancements included Mevo+ by FlightScope, which offers more data than most personal shot trackers and adds a new simulator gaming element to make practice more focused and fun. While for more detailed swing analysis, DragonFly’s motion-capturing smart suit, which acquires a 3D picture of a player’s swing, is also pushing technology boundaries, with data sent to a digital coaching application which can be forwarded on to a coach for instructional feedback from anywhere in the world. Other interesting new products included the Bushnell Wingman, a Bluetooth music speaker that doubles up as GPS device, which is due to launch in April, while Arccos’s new AI-powered Caddie Rangefinder app, which factors in altitude, temperature, humidity and wind speed and direction to calculate

Soft and Velocity ranges, and Callaway’s remodelled Chrome Soft, included two new non-conforming balls – Volvik’s Magma and Lynx Golf’s AI – both of which are smaller and heavier than legal limits allow for competition use – which are designed to offer 10-20 yards more distance for the casual golfer. It’s clearly a controversial area – making deliberately non-comfroming products – but one that looks set to continue

as the divide between the professional and elite amateur game and the casual golfer continues to grow. The footwear market is also due for a step forward in 2020, with FootJoy’s new Pro|SL, Adidas’ CodeChaos, Puma’s Ignite Caged and Ecco’s S-Three shoes all featuring new technologies that increase comfort and support, while improving power transfer. Another noticeable trend at the show was the growth in the number of exhibitors selling CBD-related products. Still in its early stages with regards to its long-term health benefits, around 20 companies were offering a variety of hemp-based oils, creams, gels and capsules that made claims to ease pain and speed up muscle recovery. While a number of Tour players are lending their marketing support to these products, the Tours themselves have yet to make a judgment on their policy for use. Running alongside the show was a full programme of seminars, workshops and forums presented by some of the game’s top instructors and specialists from all corners of the industry. There were a wide range of sessions devoted to strength and conditioning – a fast growing sector of the coaching market, while there were also interesting forums on technology, club fitting, nutrition, pace of play and junior coaching, among others, while on the business front there were informative seminars on merchandising, e-commerce, coaching travel trips, stock control, tee time management, social media and marketing. As ever, networking is one the key reasons to attend the show, and the PGA’s popular drinks reception, hosted by PGA chief executive Robert Maxwell, proved a popular draw for members of the UK golf industry to talk shop, swap stories and generally catch up after what proved to be yet another informative and entertaining few days in Florida. ●

Testing, Testing - the demo day gives visitors the chance to hit all the latest products in one day

The 2021 PGA Merchandise Show takes place from January 27-29. For more details visit www.pgashow.com The PGA Professional

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February 2020

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P O LO S H I R T S TR A DE

MINT POLOS

A staple item in every golfer’s wardrobe, an eye-catching range of polos should be front and centre in every retailer’s shop. Here is our pick of the best short sleeve shirts for the new season

FOOTJOY FootJoy’s ProDry performance fabric, which first appeared in 2012, continues to be one of the most Spirit Collection successful and enduring Polo yarn technologies in the industry, and consequently features in Mosaic Collection Polo many of FootJoy’s SS20 polo range. Offering easy-care, moisturewicking, and quick-drying properties, along with odour control. Picking up on the new polo collection’s overall themes, Nancy Harding, FootJoy’s principal apparel designer, said: “It’s really important to keep the polo category fresh and appealing. Using varied constructions for plackets and collars updates the shirt silhouette with a distinct style and personality. However, colour and textile design are the key factors when designing polos. As prints continue to gain importance, we’re pushing those boundaries a bit and trying large-scale patterns, but colouring them in subtle, tonal shades. This is a new way for us to use prints, whilst remaining tasteful and true to our identity.”

PUMA Headling Puma’s range of short sleeve shirts for SS20 is the new Taylor Polo featuring the brand’s new Taylor Cloudspun technology. Polo Delivering the softness of brushed cotton and the Rotation performance of polyester, Polo Cloudpsun is a moisturewicking, four-way stretch fabric that is both lightweight and breathable. Worn on tour by Rickie Fowler, Bryson DeChambeau and Gary Woodland, the Taylor Polo (RRP £50) is available in a choice of seven bold colour block patterns and is designed for the fashion-forward golfer who values comfort and style. Another key style within the SS20 line is the Road Map Polo (£40). Featuring a sublimated print chest graphic, it’s made from a polyester/elastane fabric with a jersey finish, which wicks moisture away from the skin to keep the wearer dry and comfortable. It will be avaible in six colours. For a great value performance shirt, the Rotation Polo (£35) is offered in nine colours and combines a moisture-wicking polyester main body fabric with a polyester/elastane mesh to deliver high levels of breathability.

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CALLAWAY Callaway Apparel’s SS20 polo collection includes more performance-driven Swing Tech products, a men’s Odyssey capsule collection, plus some playful print designs in men’s and ladies. In men’s, key products include the neSwing Tech Polo, which features a high-stretch fabric and Flamingo incorporates a proprietary raglan Sleeveless polo sleeve shoulder design which and skirt offers more freedom of movement. Within fashion, subtle print designs bring an element of fun into the collection, with styles such as the Tee Print, Golf Bag and Chev Print, which are a great alternative to block colours and stripes. To meet the demands of players who want to replicate the tour player look, new polos featuring bold Callaway and Odyssey logos are being offered this season, with key new pieces including a soft-touch fabric Tour Polo, Soft Touch Odyssey Polo and two long-sleeve layering options. The signature slim fit X Collection provides more fashion-orientated designs, along with more a tailored fit and European styling. For ladies, new print inspirations are a key focus, with an example being a subtle Flamingo design incorporated into tops and bottoms – each able to be worn together as an outfit or independently to tie back to other fashion and core colours. Capitalising on the success of last season’s golf dress, 2020 will see three colour options added, including new Virtual Pink. Fresh fashion essentials have also been developed to provide that sportier look, while Swing Tech technology has also been incorporated into select ladies spolos for the first time.

Golf Bag Print

X Collection Linear Print Polo

PING

Carbon Polo

Ladies Botanical Partner

Ping’s SS20 collection of polos incorporates the very latest fabric technologies and manufacturing Linear Jacquard techniques to create a range specifically engineered to meet the needs of all golfers. The men’s range features a selection of shirts with vertical and linear stripe detailing, which has been executed through Jacquard, a premium knitting technique that works texture into a fabric. A subtler look than more traditional horizontal stripes, the vertical effect still delivers real impact for those golfers seeking a fresh spring/summer style on and off the course. Ping’s Sensor Cool technology is built into many of its polos, offering moisture-moving, quick-dry, crease-resistant and stretch properties to enable golfers to play their best in all conditions. Sensor Cool cotton is a proprietary fibre that moves moisture away from the body, keeping the skin temperature low and enabling the wearer to feel cool and comfortable. The men’s polo collection is split into three colour themes – Grasshopper Green/Mint; Blue Water/Lagoon Falls, and Asphalt/ Sunset Gold. Providing a stylish on-course look, the themes can be combined for impactful colour blocking or worn with neutrals for a more contemporary, trans-seasonal look. New for 2020, the Carbon polo features an engineered vertical Jacquard design to the upper front body, as well as a contrast colour rib placket and concealed button-down collar. Made from Sensor Cool polyester, the Carbon pushes the limits in quick-dry technology. The Linear Jacquard and Spencer polos (RRP £55) both benefit from Sensor Cool technology, with the former featuring a new linear design that covers the entire shirt, while the latter boasts a chest stripe design. A concealed button-down collar, and the Ping Eye logo on the front shoulder, complete the look for both shirts. Ping’s SS20 ladies’ polo collection draws inspiration from foliage and floral blooms, combining stylish and eye-catching designs with the performance-driven fabrics. The Botanical polo features a floral printed fabric design throughout, with contrast detail to the side body. A metallic raised Ping logo on the sleeve adds a premium finish, while Sensor Cool technology ensures the female golfer can play in complete comfort in all conditions. The Rosemarie printed zip neck polo features texture printed fabric to the front body and available in eye-catching mint/ white and navy/bleached denim colour combinations.

February 2020

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P O LO S H I R T S TR A DE

ADIDAS

GLENMUIR

Azalea

adidas Golf has introduced a new fabric called Warp Knit for its SS20 polo shirt collection. This highly breathable material, which is also full of stretch, gives the golfer comfort and performance during the warm summer months on the golf course. The SS20 range is split into three collections – Core, March and May. The Core range is available from January and initially feature blacks, whites, greys, blues and reds, with further colour updates landing in store in March and May. Jodi Coles, adidas Golf’s product manager, said: “At adidas Golf, we consider the polo shirt to be the fundamental starting point for any golfing uniform. The trend for sportier silhouettes is becoming more prevalent, as is the use of more technical fabrics. “The fabrics we use in men’s products will also be applied to the women’s range. We adapt the fit, styling and detail to encapsulate the feminine touches. When we create products, we ensure that we are using the latest technologies and styles, which will provide the golfer with the best performing garments. When it comes to design, plain polos will always be popular, but we are seeing more prints in the market. Prints are essential to draw the consumer in and they really add interest to the collection and bring a pop to the golfer’s outfit. “The average golfer is becoming much more aware of changing trends and want outfits that can be adapted for both on course and off course use. This has to be a consideration when designing and selecting range for the UK, Ireland and Continental Europe.” Outside of the main performance collection, the adiPure and adicross silos give a consumer more options. The adicross collection features more lifestyle inspired pieces, whilst adiPure is a modern twist on more traditional silhouettes.

Torrance

Glenmuir’s SS20 range of polos features a choice of fresh new colours, including Magenta, Spring Green and Gina Ascot Blue, and focuses on sustainable, performance-driven fabrics. A pioneer in the use of natural fibres that are renewable and environmentally friendly, Glenmuir’s new double-mercerised cotton polos use a technical process which removes stray fibres from the yarn resulting in a silk-like touch, luxurious drape and outstanding colour retention. All its performance polos are made with a special yarn that is treated with a moisturewicking agent that draws sweat away from the skin and then evaporates them into the air. It also delivers breathability, UV protection, thermoregulation and enhanced freedom of movement. Among the brand new polo designs for 2020 are the Clyde, Murray and Torrance (RRP £45), while the seasonal Crieff and Oban polos (RRP £60), and classic Tarth, Larkin and Hamish polos are all available in the new colour options. The ladies range (RRP £50) is a bit more fashion forward, while boasting the same performance technologies, with the new sleeveless Irina polo featuring floral shoulder patterning, with eye-catching Magenta and Rose hues, while the sleeveless Azalea in Ascot Blue and the short sleeve Gina are also standout pieces for the stylish women golfer. Clyde

Irina

adidas tour staff player Guido Migliozzi in a Warp Knit polo

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Murray

RETAIL

GOING FOR GOALS Mark Hopkins, Business Development Director at XPOS, highlights the importance of setting tangible goals and talks to David Fulcher, the Director of Golf at Edgbaston Golf Club, about how he sets targets for himself and his staff to increase revenue streams in a challenging market

ast year was a tough one for many people working in the golf retail sector. While the weather hit turnover during some of the wetter months, we also saw a lot of movement and some pro shops even closed by their clubs. It’s never been more important to have a clear business plan, so make 2020 the year you take charge of your destiny. There’s a lot going on around us in the retail sector. Store closures on the high street and changing consumer behaviour present constant challenges for the retailer. Combine those with the wet UK weather and other threats in our industry, and it’s not surprising some golf professionals may question their career choice occasionally. Fear not, this month, we’re

going to ensure 2020 is the year that sets the course for the rest of your life. I can’t stress the importance of having goals to work towards and these can be both professional or personal by nature. Think about what motivates you? Is it the thought of a retirement in the sun, or spending more time with the family? Or does the thought of making more money drive you? Goals should be high priorities in your life, so it’s important to be motivated by them. Goals that have a high value to you will change your behaviour, and while the process of setting goals helps you identify what you want out of life, achieving them develops you as a person and builds character.

Turnover in the pro shop at Edgbaston has gone up every year for the last three years since a commission structure was put in place

February 2020

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RETAIL

“

Last year we invested in more staff training, increased salaries and bonuses, along with equipment to support the shop, such as marketing budgets, displays, software and IT. It’s been very worthwhile

CASE STUDY DAVID FULCHER Director of Golf and Operations Edgbaston Golf Club

When he took over as Head PGA Professional at Edgbaston Golf Club, David Fulcher recognised that his strengths didn’t lie in selling and retail, and set himself the goal of spending less time in the pro shop and more time coaching out on the course. The first priority was getting the shop to a stage where he could step away. “I have had to find people I trust in order to achieve my goals,” says David. When I first came to Edgbaston, I worked closely with Phil Barnard and Mark Hopkins from XPOS, who mentored me through necessary changes to the business and helped me put plans in place. I didn’t have the skills to do it on my own, and I’ve learnt a lot over the last four years.” Having taken on board great advice, David was able to double the profit in the pro shop year-on-year for the first three years, and attributes a lot of the shop’s success to his team: now headed up by PGA Professional and retail manager Josh Harvey. “Having great staff is a huge priority to me, and it’s important that the team is consistent,” says David. “I pay the staff in the shop more than the average wage and they also need to see extra revenue coming back to them. Last

Ahead of the game - setting sales targets and offering bonuses has proved a motivating force for Fulcher’s pro shop team

year we invested in more staff training, increased salaries and bonuses, along with equipment to support the shop, such as marketing budgets, displays, software and IT. It’s been very worthwhile. We now have a commission structure and a year-end bonus system because staff performance reflects how we do as a business.”

DELEGATION PAYS DIVIDENDS David adds: “Josh is more than capable of managing the day-to-day operations in the shop, and he’s focussed on sales and margins to ensure we achieve our targets. That’s allowed me to step back to do some longer-term thinking around the future of the business. If you’re working ten hours a day in a shop, you can’t pursue other

opportunities, as there just isn’t time.” Bringing Josh in as retail manager means David is free to focus on new projects with the aim of generating additional revenue, which, in turn, allows him to offer better packages for his staff, as well as more security. “My role has changed a lot. Effectively I’m the director of golf and operations for the club. So rather than being a retained head professional, I now manage the whole golf club as well. It means there are significant time pressures on me, and I’m even more reliant on my team. But I’m also coaching more and doing what I’m good at, rather than struggling with things that I’m not.”

EYE ON THE PRIZE Focusing on his strengths and spending more time doing the parts of the job he truly enjoys was the biggest motivating factor for David. For anyone else looking to take their goals to the next level, what key advice does David give? “Think about your strengths, as well as the areas you enjoy when you set your goals”, he suggests. “Find people you trust to work with you, including business mentors who can provide additional skills you might be missing. I also spent time visiting other retailers, pro shops and businesses to find out what was working for them and to see if we could replicate anything.” ●

Retail expert Mark Hopkins is the Business Development Director at XPOS. If you’d like additional help this year with your business, including budgeting, planning and setting goals, get in touch with Mark Hopkins or Matt Peace at XPOS for a Business Health Review by calling 01454 418395.

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ADVERTORIAL

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Smarter Business offers a full energy management strategy for improved profitability and competitiveness. As an official partner to the PGA, advice is predicated on a meaningful understanding of the golf industry. Golf club operator, Neil Burke, says: “Our energy costs had essentially quadrupled since we bought the business in 2003, becoming a major overhead. We knew we needed to be proactive in finding the most relevant providers for our gas, electricity, and water, but that was easier said than done; searching the market for the best deal was hugely complicated and time-consuming.” Neil went on to say: “As responsible businesses, we want our golf clubs to use all energy efficiently and reducing the use of energy also reduces cost. Smarter Business offered a comprehensive service and, as experts in our industry, I was confident we were in good hands. Now we are working with them on a comprehensive audit and hope that, once it’s completed, we will have a detailed review of our energy use allowing us to save even more money.” Smarter Business, one of the UK’s leading independent consultancies, is the smartest way to save for your business. With over 250 staff members and 40,000 satisfied customers behind our name, we provide savings and solutions for a range of services; from utilities contract management and procurement to waste management.

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ADVERTORIAL

PGA MEMBERS OFFER

All PGA members can earn 10% commission if they book or introduce a visiting party to a Summer 2020 Golf Break at Formby Hall, paying from £99.99* per person in July and August (from £109.99 pp in May, June and September) for one night’s accommodation, a two-course dinner in the Fairway Grill, full English or continental breakfast, unlimited golf over the Championship Old Course or Woodhey Dunes and access to the health club, leisure suite and 20-metre heated swimming pool.

To book, please call 01704 875 699 and quote PGAFORMBYHALL. Formby Hall Golf Resort & Spa is ideally situated in beautiful countryside in the heart of England’s Golf Coast, within easy reach of Liverpool and Manchester, and offers one of the finest golf breaks in the UK. The challenging par-72 layout is an established venue on the European Senior Tour, European Challenge Tour and PGA Europro Tour and is maintained to the very highest standards.

The resort also boasts the nine-hole Woodhey Dunes Course, regarded among best in the UK. Formby Hall offers individually-designed and beautifully-appointed en-suite bedrooms all located beside the golf course. After a full day you can look forward to dining in the award-winning Fairway Grill restaurant overlooking the course, with the team of chefs preparing the finest grills and seasonal cuisine, complemented by fine wines.

*Offer is based on two sharing a double/twin Classic bedroom and valid Monday-Thursday until September 30, 2020, subject to availability. Weekend supplements and spa treatment charges apply.

February 2020

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TRAVEL

IN THE KNOW

The 5-star hotel has great views out over the pool

Marvellous Murcia By far one of the most popular areas for Golf Pro Travel is Spain’s Murcia region. Situated in the south-east of the country, Murcia boasts 300 days and 3000 hours of sunshine a year and has a number of top golfing resorts, making it the perfect destination for both coaching and escorted group trips. STAY The Caleia Mar Menor Golf & Spa Resort offers outstanding value for money and boasts a choice of accommodation at either the 5-star hotel or the Residences at Mar Menor (apartment style accommodation). The hotel rooms are famous for their rustic Mediterranean-style décor with private balconies overlooking the golf course or pool. With 6 different bars & restaurants on-site, from the renowned Steak House to Mizu, offering traditional Japanese cuisine, there will be something to suit everyone in your group.

5 other Nicklaus design courses on the “Nicklaus Golf Trail”, Hacienda Riquelme, El Valle, Saurines, Alhama Signature & La Torre, all within 40 minutes of the resort.

COACHING FACILITIES With a driving range, chipping and bunker areas and a large putting green, the resort is offers great practice facilities for coaching breaks.

FLIGHTS: Direct flights depart regularly to Murcia (RMU) or Alicante (ALC) from most UK airports FLIGHT TIME: 2 hours 35 minutes to Murcia, 2 hours 25 minutes to Alicante TRANSFER TIMES: Approximately 30 minutes from Murcia or an hour from Alicante TRAVEL: Best for golf from late February through to the end of November TRY: Sampling traditional British ale and lager at the on-site Clover Irish Pub

MAR MENOR 4 NIGHT PACKAGE 4 nights B&B at The Residences at Mar Menor 3 rounds of golf FREE use of range with unlimited balls for 2 hours From £225 per person

PLAY The resort has a beautiful Jack Nicklaus design 18-hole course on-site, the first of 6 Nicklaus design courses in the area, and benefits from wide forgiving fairways and large bunkers. The Mar Menor Resort also provides an excellent base to explore the

PLUS 5% commission and Pro goes FREE with 7 amateurs

The Clover is the perfect place to enjoy a few drinks

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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TRAVEL

IN THE KNOW FLIGHTS Direct flights from most major international airports are available with British Airways FLIGHT TIME Approximately 7 hours TRAVEL Best for golf from November through to April EXTRAS Buggies and range balls are included in all green fees WHEN TO BOOK Now is the perfect time to plan ahead for Winter 2020/21

Famous Faldo course at Emirates GC

Winter Sun in Dubai Dubai is perhaps the first place that springs to mind when thinking of a golf holiday to the UAE. The glitz and the glam of the city have become synonymous with this destination, with an abundance of 5* resorts, luxury service, immaculate beaches and excellent golf courses to indulge in. STAY – ZABEEL HOUSE BY JUMERIAH – THE GREENS

DUBAI 5 NIGHT PACKAGE 5 nights b&b at Zabeel House by Jumeriah – The Greens 3 rounds of Golf: Montgomerie Golf Club, Dubai Hills, Emirates Faldo FREE shared buggies FREE range balls FREE Pro place with 7 amateurs 5% commission on the value of your booking. From £665 per person

An affordable, fashion-forward hotel in a prime location with well-groomed facilities is a rare find in Dubai. Add to that rooms with hammocks by the windows, an opulent rooftop pool bar and a signature restaurant with decking down to Dubai Creek and there are multiple reasons to choose this hotel as a base for your next coaching break. Minutes from Emirates and Montgomerie Golf Club ensure maximum time can be spent improving your clients golf games. The hotel will even take you free of charge to Emirates Golf Club and come and pick you up after your round.

PLAY Beautifully situated in the desert golfing destination of Dubai is Emirates Golf Club. Home to the Dubai Desert Classic and the European Ladies Tour make this a world class

course and must play. Considered the best of the two Emirates courses, The Majlis is designed around the tall dunes of Dubai. The golf course boasts a mass of flora and fauna as well as seven fresh and saltwater lakes. The second of the Emirates courses, The Faldo Course was redesigned by Sir Nick himself in 2006. The naturally rugged terrain lends itself well creating an excellent golfing experience. This golf course now has the advantage of being fully floodlit so you can play night golf.

COACHING FACILITIES Home to The Peter Cowan Academy, the facilities at Emirates Golf Club are as you would expect from a European Tour destination. With two fully floodlit driving ranges, two specific short game areas and putting greens, and a Par 3 academy course there are plenty of opportunities to improve and put your clients golfing skills to the test.

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

@Golfbreaks_Pro |

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February 2020

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TRAVEL

WHAT’S IN IT FOR ME? Top Here are our

Head of Pro Travel at Golfbreaks, Ben Foster, shares his insight on why, as a PGA Professional, you should be getting involved in taking groups away if you aren’t already. “Golf travel can be hugely beneficial to your business as a PGA Professional, and not just financially. There are a wealth of benefits and opportunities associated with taking groups away, and this is not limited to just taking your members abroad.”

reasons for getting involved in travel.

ADDITIONAL INCOME STREAM Generating an additional an income stream for your business through taking groups of members away is easier than you think. Whether it is a coaching break, escorted trip or a tournament experience, adding value to a break by attending and offering your services to your group can be very lucrative.

I organise multiple trips both in the UK & overseas. These trips have been a valuable part of my business, particularly during the winter months. My members love the chance to play in a warmer climate, and I have large groups travel. The financial returns on the these are superb. Tim Coxon, Head PGA Professional, Mickleover Golf Club

MEMBER RETENTION As a PGA Professional, offering travel as a service to your members is another reason for your members not to move elsewhere. Offering a club trip every year, whether it be in the UK or abroad, helps create comradery and a great atmosphere amongst members.

Over the years working with Golfbreaks has been invaluable in helping book my members travel and offering an additional service enabling me to help retain members Steve Carter Head Professional at Walmley GC

ADD VALUE TO YOUR OFFERING AS A PGA PROFESSIONAL Running golf breaks with your members or organising their trips adds significant value to your offering as a PGA Professional and helps further strengthen your position within your club.

CREATE CUSTOMER LOYALTY Its easy to turn members into customers for life with golf travel. Looking after them at every step of the trip and making sure they enjoy their time away is a great way to build long lasting client relationships.

Having recently moved to a new post at a new club, I still have golfers come on my trips who came on my very first trip with Golfbreaks 9 years ago. They have no problems integrating with the members of my new club, creating a great atmosphere on the trips I run, whether in the UK or abroad. Rich Pace, Head PGA Professional, Beverley & East Riding Golf Club

RAISE FUNDS FOR A LARGER PROJECT Are you looking to raise funds for a larger project? It could be anything from building a new swing room to upgrading your Trackman. Taking groups of members away is a great way to fund large purchases and not have to worry about how you are going to pay for them.

To find out more about how Golf Pro Travel can benefit your business, get in touch with the dedicated Golf Pro Travel team at Golfbreaks. Their account managers cover the whole of the UK and would welcome the chance to discuss your ideas face to face at your home club. For more information on how the Golf Pro Travel team can help please contact: 01753 752 880 | email pga@golfbreaks.com |

The PGA Professional

#makinggolfhappen

@Golfbreaks_Pro |

@golfbreaks_pro_travel

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amous for Mount Etna – Europe’s tallest active volcano – and proudly boasting some of the continent’s finest culture and cuisine in a history dating back to 8,000BC, Sicily has plenty to recommend for people seeking the finer things in life. The largest island in the Mediterranean has long been a favourite holiday retreat of the rich and famous, but Sicily has been making waves in a new field over the last decade after cementing itself as one of the new emerging stars in the golf travel market – and at the heart of the drive is the spectacular Verdura Resort. Described by previous visitors including 2018 European Ryder Cup-winning captain Thomas Bjorn as one of the world’s most beautiful golfing locations, the resort is, quite simply, a golfing paradise.

Home of the European Tour’s Rocco Forte Sicilian Open and set next to the sparkling azure waters of the Mediterranean, the exclusive luxury lifestyle venue has quickly established itself among with Europe’s elite golf destinations. As a member of the exclusive European Tour Destinations network, Verdura nestles in 230 hectares of stunning landscape overlooking the Mediterranean with 1.8km of private coastline, and offers golfing guests and families an unparalleled modern five-star experience on the largest island in the Mediterranean. Located on the southern coast of Sicily between Agrigento and the fishing city of Sciacca, and an 80-minute drive from Trapani and Palermo airports, the resort – part of Rocco Forte hotels – features 203 rooms and suites, all with a sea view, including six villas, each with its

own private swimming pool. Players travel from all over the world to enjoy its golf facilities, which include an outstanding 18-hole championship course as well as a par-three nine-hole course, a double-ended driving range and firstclass academy. In addition, the venue features Italy’s only European Tour-approved Performance Institute, where amateurs and professionals alike can advantage of cutting-edge technology usually only on offer to Tour players, with Trackman, 4D Motion and SAM PuttLab all available. The resort’s award-winning 4,000sqm spa complex includes 11 treatment rooms, gym, yoga studio, a 25-metre indoor lap pool, four outdoor Thalassotherapy pools, a double-height steam room, male and female saunas and a spa bar for healthy alternatives. Guests can sample an authentic taste of traditional Sicily with an array of dishes at one of the resort’s four restaurants and five bars – with fresh, organic produce sourced straight from Verdura’s own garden. In addition, visitors can enjoy an array of cultural and culinary experiences where they can discover the secrets of Sicilian cooking, with menus inspired by celebrity chef Fulvio Pierangelini, and taste the many famous wines of the region.

www.roccofortehotels.com/hotels-and-resorts/verdura-resort/ 44

February 2020

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Verdura Resort – Pro Clinic Offers Tr av e l b e f o r e t he 3 0 t h Ap ri l an d recei v e t h e f o l l o w i n g b en ef i t s: - Fr e e s t ay f o r t h e P ro w i t h 7 o r m o re g u est s - Co mp l i me nt ary B u g g i es f o r t h e g ro u p - Us e o f t he Eur o p ean To u r Perf o rm an ce I n st i t u t e - Two c o mp l i me nt a r y g r e e n f ees p er p erso n ( m i n i m u m 4 n i g h t s) - F i v e c o mp l i me nt a r y g r e en f ees p er p erso n ( m i n i m u m 7 n i g h t s) - Ac c e s s t o t he d r i v i ng ran g e, w i t h u n l i m i t ed u se o f g o l f b al l s - Da i ly B u f f et b reak f ast - Co mp l i m en t ary access t o S p a To b o o k o r f o r mo r e in f o rm at i o n cal l + 3 9 0 9 2 5 9 9 8 2 2 0 6 o r e ma i l i b a r ri l e@ ro cco f o rt eh o t el s. co m

T’s and C’s The offer is valid until the 30th April 2020 and subject to availability (not valid during Easter) and it is not combinable with other promotions. Buggies are subject to availability. The ETPI can be used for a maximum of 3 hours per stay.

The PGA Professional

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roccofortehotels.com 45

COACHING

“IT DEPENDS”

THE BEST ADVICE FOR ANY COACH ANYWHERE! O

ur apologies, but “it depends” is the simplest AND most complex, the most straightforward and important piece of guidance which can be offered. Consider the coaching challenge. Without any humour at all, this challenge, what we have referred to as Professional Judgement and Decision Making or PJDM, encompasses an enormous number of factors…or what the scientific literature calls ‘degrees of freedom’. As an example, consider the exemplars presented in the categories below. By NO means an exhaustive list but illustrating just a few of what the coach must consider. As you can see, the permutations are substantial and complex, even for these comparatively few factors.

however, such critical reflection should be a regular feature of a coach’s behaviour, helping to ensure that PJDM is employed, new alternatives carefully considered and coaching kept optimum. Importantly, this applies for coaches at all levels. Our research has shown that even top coaches will usually do a more careful review of their decision in slower time afterwards. These reflections can be internal or use trusted peers as a sounding board. Indeed, this idea of ‘peer supervision’ is a requirement for several professions. The idea is to ‘make thinking visible’, taking a few moments to work through the choices and assumptions made and consider the consequences of the path selected.

Player personality

Technical challenge

Player skill level

Player needs

• Considered and careful • Impatient • Nervous • Extravert

• • • • •

• Performance this weekend • Long term development

Technical tweak ‘Rebuild’ a skill Greater consistency Greater confidence Return to a previous action

Novice Intermediate Scratch player Aspiring pro Tour pro

THE PJDM APPROACH

A USEFUL MODEL – THE BIG 5

So, reflecting this, we developed the PJDM approach as a way to consider the coaching challenge. The idea is that all coaches need to carefully consider the WHY and WHY NOT of the various approaches as they decide on what to do. There is a natural human tendency to look for answers; to come up with a ‘quick and dirty’ solution so that one can get on with sorting it for all clients. Scientists call this ‘satisfycing’…thinking quickly and taking the first answer that seems to solve the issue. Indeed, people around coaches will often reinforce this tendency, commenting positively on their decisiveness and ability to think quickly under pressure. The problem is that such quick solutions are rarely if ever optimum…and even when they are, they don’t remain so for long as the contextual complexities are in a constant state of change. To counter this, coaches need to take a ‘consider alternatives – decide – execute – test and adjust’ approach to challenges. Not all the time of course, as paralysis by analysis is a definite possibility and some solutions are more obvious than others. Importantly,

One technique we have developed, the Big 5, uses a structured thinking pattern to encourage PJDM. Once again, not every time but used regularly as a way to stop your coaching getting into a consistent (and suboptimal) rut. The steps are as follows, with the questions asked after a session either to yourself or to a supportive peer.

EXEMPLAR #1 COACHING BEGINNER GOLFERS Golfer 1 is joining their boss for a round in 5 days. Golfer 2 wants to improve their skills and enjoy a ‘lifetime in golf’. Golfer 1 will achieve their goals most effectively by a ‘drilling’ approach (think driving range style work) with lots of expert demonstration and a limited scope of, say, four clubs. Golfer 2 on the other hand could be presented with the same basics but with greater challenge through shot/club variety, questioning and giving different examples of swing styles, all designed to promote a better understanding which underpins future independent performances.

February 2020

www.pga.info

COACHING

BIG5 BIG 5 What was your aim in using that approach? Why that approach? What was your reasoning? Can you give me some alternatives that you considered? What would have been different to have made you choose one of these alternative approaches? When and how will you know that your choice was the right one?

Of course, ensuring what the golfer wants matches what they need is vital. Quick progress/fixes are motivating in the short-term but are quickly forgotten, whereas more challenging practice is slower and more effortful BUT longer-lasting and adaptive. Adding a final note, in our experience long-term development often requires a convincing ‘sell’ before commencing to avoid misinterpretation of slow progress as ineffective coaching.

EXEMPLAR #2 COACHING AN EXPERIENCED AND HIGH-LEVEL GOLFER Now consider refining technique in experienced and highlevel golfers. There are many potential risks if important factors are not given due diligence. For example, what process will be used? Our advice, if indeed a technical change is the best option, is to follow the Five-A Model; • identify and gain ‘buy-in’ from the golfer about the change (Analysis), • generate the possibility of a new version using an internal focus toward the difference required (Awareness), • gradually ‘shaping’ the technique toward the desired version (Adjustment), • returning the changed movement to a largely subconscious control ((Re)Automation) and, finally, • pressure-proofing the new technique (Assurance).

While we recognise that technical refinements are an almost inevitable part of skilled golfers’ development, the associated costs in time, effort and performance make exploring alternatives all the more worthwhile (a process that should form any comprehensive part of the Analysis stage). Importantly, thoughts of making a refinement can often reflect poor technical executions, resulting from playing too much and/or over-thinking the swing mechanics for instance. So, whereas one option might be the Five-A Model, another might be a welcomed rest followed by refreshing and reminding the golfer of one or two key swing thoughts, building up the practice environment to reflect levels of challenge and pressure which can help foster clarity and confidence in subsequent performance. Our point here is that solutions to overcoming poor technical might not always require a change of technique (but rather technique control) to get things back on track.

IMPLICATIONS FOR PGA PROFESSIONALS Our suggestion is that your performance as a coach can be kept at a high level by getting into the habit of regular review. As a suggestion you might: • •

•

Consider the advantages AND disadvantages of new ideas you read/hear about. Use the Big 5 approach as a weekly check; a good stimulus for catchup, or conversations with your peers. Use it yourself to think through how else you might work with a particular client.

Ask and reflect on WHY and WHY NOT when you read of what coaching guru X did with star player Y. What can you copy BUT ALSO what shouldn’t you use with your own players? ●

DAVID COLLINS Notably, this process takes time, will compromise performance in the early stages and, in addition, for prolonged periods after if not completed effectively through the Assurance stage. Therefore, consideration up front needs to address the golfer’s readiness, motivation and capability to change, the timing of change relative to when peak performance is next required and the golfer’s career stage, in deciding whether it is worth undertaking the process.

The PGA Professional

#makinggolfhappen

HOWIE CARSON

FOR FURTHER INFORMATION See our range of services at www.greymattersuk.com Twitter: DCGreyMattersuk Dave Collins1,2 and Howie Carson2 1. Grey Matters Performance Ltd. 2. Moray House School of Education and Sport, University of Edinburgh

MARKETING

DON’T BE IGNORED TOP TIPS TO SMASH EMAIL MARKETING

n BY ANTJE DERKS

ost email marketing gets deleted or ignored, but that doesn’t mean it’s dead, it’s just not done well. Get it right and it’s your best marketing weapon. Get it wrong, and you remain invisible. I expect that you’ve probably read about and subsequently ordered something from a company that caught your eye and as a consequence signed up to their newsletter. A few months down the track, and you have a back-log of unopened emails and only a vague recollection of why you signed up with them in the first place. So, how do you avoid the same fate for your own newsletters? Here are some practical tips and examples of how to do email marketing right. First, you need to choose the right tool for the job - much like selecting the right club for the shot. There is a plethora of platforms out there - I like MailChimp - see the in focus boxout for a more detailed look - Campaign Monitor and Squarespace. The best thing about all three is that they offer a really simple campaign, list management (very important) and great templates - which means you don’t need any

design skills. Further, they handle all the stressy stuff like sending a stack of emails out at once and not getting blacklisted for spamming. They all offer analytical tools too, that means you can track your impact. Campaign Monitor has a cool ‘world view’, which shows your mail getting opened live wherever you’ve sent it. Think about who you are targeting. What do they want to know? You have an existing customer base through the pro shop and clients from your coaching sessions. Your subscribers have chosen to get your newsletter, so you need to make sure they’re your priority. On the personal brand page in this issue, we look at how to build an online community - starting with your club - and how you can translate that into bookings and sales. Always bear your subscribers in mind when you create your updates. Is there a new piece of kit you could review that targets a specific issue? What are your clients interested in and what do you want to share with them? Ultimately, your newsletter should be an extension of face-to-face

February 2020

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MARKETING

“

Think about who you are targeting. What do they want to know?

conversations. They should be casual and friendly, but informative and worthwhile. Make sure your subject line is catchy. If it’s too wordy or dull, no one will bother to open it. Mix up the content - add decent images - making sure they are abiding by copyright rules - and video too. Your content has to be easy to digest. But don’t forget to put your personality into it. Likewise, headings and titles are vital but can be a bit of a headache to get right. Think about what grabs your attention when you’re browsing the web or has motivated you to open a newsletter. Remember: content and headings are equally important. Your newsletter is also a great way to build a sense of expectation - goals you plan on achieving as a coach for example. It doesn’t have to be something

you’ve already done. Perhaps there’s a product launch in the offing and you want to showcase it to your pro shop customers. It’s good to create a story and take your readers on a journey. You could have an in-focus section that has an embedded video tackling a particular issue that you’ve come across when coaching. The key is to get people excited about who you are, what you can do for them and the products they should be buying. You don’t need to do a hard sell - subtle is what’s needed. Lastly, keep an eye on your analytics. MailChimp offers you loads of information about what your subscribers are doing with your newsletters - but don’t get too caught up with it. Take note of what’s working and what isn’t and adjust accordingly. Don’t overthink it. ●

TOOLS IN FOCUS MailChimp MailChimp offers a one-stop shop for all your email marketing campaigns and it couldn’t be simpler. You don’t need to be a design genius or an expert coder to create a slick email newsletter that can reach your targeted audience. The basic plan is free, but if you want to be more specific, then there are a range of paid-for plans that will support your needs. Drag and drop builder MailChimp allows you to drag and drop your content into their pre-designed templates and there’s a lot to choose from.

Content studio The MailChimp content studio allows you to handily store and manage all your images and files, so you can always find what you need for your campaigns, meaning you don’t have to switch between different interfaces.

Audience segmentation You can target specific groups of people within your subscriber lists if you want to send out tailored content to suit one demographic. For example, you might want to target females in your club because there’s a new product in the shop or make them aware of a competition.

The PGA Professional

#makinggolfhappen

Email automations You can use MailChimp’s ready-made automations or you can customise your own to reach the people you want to reach, when you want to reach them.

Real-time analytics MailChimp allows you to keep an eye on your campaigns to monitor what’s working and what’s not, so that you can adjust and learn as you move forwards with your campaign.

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PERSONAL BRANDING

HOW BUILDING A SUCCESSFUL ONLINE COMMUNITY COULD IMPROVE YOUR PERSONAL BRAND

n BY ANTJE DERKS Community is a buzzword that simply won’t go away, so if you’ve not embraced it, now would be a good time to start. As a pro shop manager and golf coach, you have a ready-made community right on your doorstep - you will see them regularly; they are your clients, customers and members of your club. However, from the conversations I have been having, the majority of you aren’t maximising this potential. • Here’s another statistic for you - fewer than 10% of members actually take golf lessons. • Could you imagine how much money you would make if you upped that number to 25% plus? Personal branding isn’t just about fancy websites and clever tweets, it’s about bringing together like-minded individuals and get them communicating with one another. Facebook is a brilliant platform for this. You can set up groups and invite people to become members. People searching for golf or related activities, will come across your groups and will most likely want to join. However, to promote a sense of real community and a hint of exclusivity, it is important to keep the group closed. This means you can set one or two simple questions that a would-be member can answer and you can then approve or decline their request. This prevents spam and bots from creeping in and means you are in control and members feel freer the express themselves as some of the ‘fear factor’ has been removed. You might be wondering why an online group might be necessary if you see these people at the club or in the shop all the

51 The PGA Professional

time.. The thing is that people are often more likely to join in a conversation online than face-to-face. It’s easier. You as the expert, can post videos or questions in the group - highlighting a problem that you keep coming across during your coaching. If people get talking off the back of that, saying they have been struggling with similar issues for ages, you could offer them a clinic - or a series of lessons - to tackle that specific area as well as making it a social occasion too. Groups are a great place for tips and tricks to be shared among members - you can chime in with some (free) advice, but perhaps also subtly direct them to a new piece of kit or a video you’ve made that could help them solve a persistent problem. Here, your community can be instrumental in helping increase your customers’ understanding of the products they purchase from the shop as well as troubleshooting problems if or when they occur, and ultimately increase customer use and value of the products and services you offer. Advice, friendship and exclusive offers available only to community members is always a great way to encourage sign-ups. But it is also the only way for you to control the conversation around you - the golf pro. Lastly, you need to try and leverage community early in your customer journey - when potential lesson or shop clients have queries or want an opinion on a particular club or putter, the community is usually more than willing to step-up, with existing members usually happy to share their experiences, which means communities are the perfect place to bring together potential and existing clients. And make money for very little expenditure of effort. ●

#makinggolfhappen

TOOLS IN FOCUS How to create a Facebook Group and get members? To create a group: • Click Create in the top right of Facebook and select Group. • Enter your group name (something professional and golf related. I.e. Joe Bloggs golf coaching) • Add group members (from your existing professional Facebook Page) • Then choose the privacy option for your group.(Private/Closed) - You then have options about how you admit new members. (That’s down to you individually to decide) • Click Create. • Once you create your group, you can personalise it by uploading a cover photo and adding a description. • Note: Facebook recommend that group admins (YOU) share any commercial or business affiliations in the group, as well as updating the group if affiliations change. You can update the group by changing the group description and making an announcement. How to get new members: • Create a little flyer to have in the Pro Shop, give to clients, put on the noticeboard and dotted around the club • Invite people from your professional Facebook Page to join your group • Ask existing members to share with interested friends.

February 2020

www.pga.info 51

HEALTH AND WELLBEING

FIVE

WAYS TO REDUCE STRESS A

good place to start when we’re talking about living well with stress is to recognise that not all stress is bad for us. In fact, a small amount of stress helps us to lead healthy and happy lives. Added to this, there’s also a positive form of stress that we all encounter from time to time called eustress. Eustress has an energising effect whenever we’re faced with something that makes us feel nervous or slightly apprehensive. For example, your first day at a new job, giving a presentation in front of a packed audience or lining up at the start line ready to take on an exciting fitness challenge. This type of stress helps us to feel alert and is an excellent motivator. We also experience a surge of adrenaline with eustress and this enables us to get things done. It’s a short-term form of stress and it’s beneficial because it only happens occasionally. If you routinely feel worried or apprehensive about a workplace or personal situation, it could be a sign of unhelpful stress.

dairy foods, fish, chicken, turkey and soya. Nuts and seeds provide a practical protein choice, while protein-rich beans and pulses will additionally provide iron and fibre.

KEEP HYDRATED Research has shown that even mild dehydration can increase cortisol levels. Ensure you take on plenty of fluids every day to reduce stress. The colour of your urine can also provide a useful guide to your current hydration level. A yellow or dark urine colour is a signal that you need to drink more water. What you eat can also be a good source of hydration. Try snacking on high water content fruits such as watermelon, strawberries, blackberries, raspberries and blueberries. Vegetables are another great watery option, particularly cucumber, lettuce, celery, peppers and tomatoes. Additionally, eggs have a 75% water content. Perfect ingredients for a nutritious fruit or savoury salad for lunch!

SIGNS OF STRESS

FOCUS ON THE POSITIVES

Stress can affect us in a number of different ways. In addition, people can experience stress in different ways. It can negatively affect both your emotional and physical health. You may also experience behaviour changes as a result of stress.

When life gives you lemons, make lemonade as the old proverb goes. The positive outlook ethos behind this oft-quoted message is designed to encourage optimism in the face of adversity. Looking for the positives in life and focusing on the things for which you’re grateful is very beneficial for everyone. Make a habit of listing three good things that you feel grateful for at the end of each day. You’ll be surprised by how the smallest of things impacts positively on how you feel.

DEPRESSION Stress can also target pre-existing health conditions and lead to flare ups of headaches or eczema. It can also impact on digestive disorders such as irritable bowel syndrome (IBS), leading to increased stomach pain, diarrhoea or constipation. Although it isn’t possible to avoid stress completely, we can find ways to better manage it. Here are five easy ways to keep stress in check…

MAKE TIME TO MEDITATE Numerous studies have shown meditation can have a positive impact on physical and mental health, reducing stress as well as lowering blood pressure and heart rate. If meditating in the workplace isn’t an option, carrying out relaxation exercises can also help to calm your body and mind. Choose a word that resonates with you when you think about being less stressed. If you need a suggestion, the word ‘relax’ is always a popular option! If you repeatedly associate a word such as ‘relax’ with being relaxed, the word can become a powerful cue to relieve stress. Next time you feel stressed, try saying your chosen word as you breathe out slowly. Over time, it’ll help to make you feel more relaxed.

EAT REGULARLY Eating at regular intervals and not skipping meals is an important step in reducing stress as this will help to keep your blood sugar balanced – high blood sugar increases cortisol, the stress hormone. Additionally, incorporating a form of protein into each meal will help to keep your levels steady. Good sources of protein include eggs,

The PGA Professional

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GET ACTIVE! As a PGA Professional, you don’t need us to tell you just how beneficial exercise can be! It’s a renowned way to relieve stress, boost your quota of feel-good endorphins and clear your thoughts. Move more to reduce stress! ●

SPOTTING STRESS The common signs and symptoms of stress to look out for include: • • • • • • • • • • • •

Constant worry or anxiety Feeling overwhelmed Difficulty concentrating Changes in your mood Feeling irritable or having a short temper Difficulty relaxing Eating more or less than usual Changes in your sleep habits (difficulty getting to sleep or staying asleep) Using alcohol, tobacco or illegal drugs to relax Aches and pains, particularly muscle tension Experiencing nausea, dizziness or indigestion Low self-esteem

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MEMBERSHIP

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

PGA BUSINESS RELATIONSHIP OFFICERS (BRO’S) The 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 including (but not limited to): • • • • • • •

Business Reviews & Health Check Contracts & HR Marketing & Retail advice Negotiating Retainers The business of coaching support Developing customer relationships Identification of targeted training courses and educational opportunities • Building relationships within your golf club and/or facility

For more information, contact tina.banner@pga.org.uk or call 01675 470 333.

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

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

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

The PGA Professional

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THIS MONTH’S HIGHLIGHTS INCLUDE: Affordable Car Hire - 12% Discount Affordable Car Hire is the largest UK leisure car rental company, offering a fully inclusive rate with no hidden extras. They work with 500 car rental partners in over 30,000 worldwide locations to give members huge flexibility and choice. PGA members receive a 12% discount on top of any special offers including free upgrades, free additional drivers and zero excess offers*. For more info log into member benefits, select the ‘Travel & Experiences’ and ‘Car Hire’ section or call 0344 482 4058 quoting PGAWL. Get fit and save with MyActiveDiscounts Looking to smash those fitness goals? PGA Benefits have partnered with MyActiveDiscounts to bring you great savings on everything you need to reach your peak performance. Browse from activity trackers, nutrition, travel, family adventures, sports clothing, beauty and grooming, and much more. Members can access great savings from big brands including Protein World, Sweaty Betty, Nike, Liz Earle, Look Fantastic and Fitbit*. T.M. Lewin Corporate Discount Since 1898 TM Lewin has grown a real passion for design and focus fixed on quality. This Great British shirt maker continues to create fresh, stylish and innovative collections for today’s professional men and women, after the very first store opened on London’s Jermyn Street*. As a PGA member, you are invited to take advantage of special discounts by visiting tmlewin. co.uk and entering code ‘PROGO18’ at the checkout. Get discounts on 250 UK brands online & on the high street Take advantage of TOTUM PRO, a discount card and app that offers busy professionals access to discounts and offers from 250 UK retailers available in-store, online and via the TOTUM app. Save money on all the things you love from dining out and keeping fit to clothes shopping and travel abroad. Pick up your TOTUM PRO membership for just £19.99 for one year* and receive three months free exclusively as a member of as a PGA member. To take advantage of these and other fantastic deals visit PGA Benefits via www.pga.info/members *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Offers correct at time of print. My Active Discounts - Terms and conditions apply. See website for details. PGA Benefits is managed and run by Parliament Hill Ltd. PGA Benefit web pages are managed and run by Parliament Hill Limited of 40 Gracechurch Street, London, England, EC3V 0BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.

MEMBERSHIP Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open Mon-Fri 10am-4pm, Wed 7pm-9pm *Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.

Smarter Business 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

SkyTrak 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.

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

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

Turf Maintenance Equipment by Toro 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

email: info@goplaygolf.co.uk for information

Golfplan from A-Plan Insurance* Card Payment Services by First Data* Preferential rates to PGA Members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.

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.

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

Huxley Golf 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 by Silverbug* 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.

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

February 2020

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MEMBERSHIP Club Car 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 by Asbri Golf 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’.

Pink Vehicle Leasing 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.

BMW* 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 by Crossover Technologies 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

Travel Insurance by Staysure* 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 Golfbreaks.com 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

Virgin Atlantic Flights 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.

The PGA Professional

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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, visit the PGA Benefits site today via www.pga.info/members and select ‘My Benefits’. *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.

SITUATIONS VA C A N T

BARTON-ON-SEA GOLF CLUB REGISTERED OR QUALIFIED ASSISTANT REQUIRED An exciting opportunity for a highly motivated assistant to develop their career at a highly regarded, busy Members’ club with excellent facilities.

Pentland Golf

Qualified PGA Professional Pentland Golf is pleased to offer an exciting opportunity at The Cave Hotel & Golf Resort, at our Boughton property, near Canterbury, Kent, for a Qualified PGA Professional to join the existing team. Role to include 20 shop hours along with unlimited coaching. The Cave Hotel has recently been added to an already very busy & well-established golf facility that includes a par 3 course, driving range and short game area as well as the 18-hole championship course. With the large and active membership, a lot of visitors and a popular society venue, as well as now the hotel guests, this position has a lot of opportunities for a self-motivated energetic professional. www.cavehotels.com/golf Please contact Steve Mitchell PGA, Director of Golf, on steve.mitchell@cavehotels.com with covering letter and CV.

The role involves:A minimum of 30 hours per week shop work on a shift basis; Retail sales and green fee collection; Fittings/club repairs; Competition administration; Coaching. The successful applicant will:Be enthusiastic, friendly; Have good product knowledge and custom fit expertise; Provide excellent customer service. To apply, please send a covering letter and up-to-date CV by email to Peter Rodgers at bartonpro@hotmail.co.uk.

Holywood Golf Club Seeking a PGA Assistant Year 1 or 2/ Trainee to join the Professional shop team at the home of Rory McIlroy.Candidates must be enthusiastic, hardworking and able to deliver excellent customer service to its members and visitors. Must be flexible and be able to work in a team.Experience with Trackman preferable but training will be provided. We have one of the largest junior programmes in the country and you will help support the high coaching standards and programmes already in place. Facilities include 18-hole course with a gym and 5 indoor simulator bays. CV and cover letter to Stephen Crooks PGA at pro@holywoodgolfclub.co.uk.

Woburn Golf Club, Milton Keynes Retail Supervisor and a PGA Assistant Professional Woburn Golf Club has two exciting opportunities available. We are looking for a Retail Supervisor and a PGA Assistant Professional/newly Qualified PGA Professional to join our team. Our Retail Supervisor will help oversee our large retail business and must have excellent retail knowledge. Previous managerial/ supervisory experience and stock control experience is desirable. Our PGA Assistant Professional will have opportunities across retail, custom fitting and coaching and will need to have great desire and passion to learn and drive our business forwards. Closing date for both roles is 28th February 2020. To apply or for more details please visit: www.woburn.co.uk/careers

West Wilts Golf Club Fully Qualified Club Professional

This is an exciting opportunity to become a valued member of a forward-thinking team. You will be empowered to develop your own professional high-quality retail and tuition business whilst creating a culture of excellence. The position also involves: • Running club competitions. • Promoting ‘golf’ initiatives. • Committee participation. • Member engagement to include all sections. Can you cultivate an environment that suits the traditions appropriate to our friendly members club? Can you stimulate progression to adapt to the challenges of the modern game? Send CV and covering letter to Lawrence Wilkin, manager@westwiltsgolfclub.co.uk by 28th February 2020.

Stoke Park requires a highly motivated PGA Registered Assistant who is enthusiastic, reliable and confident to work as part of a team in our busy golf department. The successful applicant will be responsible for assisting and developing the daily operations of our retail sector and club fitting services together with the provision of Academy lessons all in line with our high levels of customer service, 30 hours+ per week. As the European Headquarters of the Leadbetter Golf Academy the role will also provide the opportunity of progressing your coaching experience through the LGA certification programme with great earning potential. Must be smartly presented, well spoken with a keen interest in pushing their career forward. Personality, correct attitude and passion for golf are essential. Start date: Immediate. Please apply in writing to: HR Department – Stoke Park, Park Road, Stoke Poges, Bucks, SL2 4PG or email stokepark_careers@stokepark.com.

February 2020

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S I T U AT I O N S VACANT Sherfield Oaks Golf Development Professional The new GDP at Sherfield Oaks will be an enthusiastic, inspiring Professional, who will be incentivised to deliver on 3 core areas of the business: • Retention of current members, actively engaging with members through monthly fun events. • Recruitment of new members, through innovative coaching programs and community outreach. • Operate a fantastic Golf Academy, increasing coaching revenue and retail sales. You will be provided with marketing support and will work closely with the General Manager to achieve the club's goals. For more information and to apply please send CV and covering letter to andrew@orbisgolf.com

South Essex Golf Centre PGA Registered Assistant / Trainee Team member required for our Golf Operation team. We are the fastest growing club in Essex with a high quality 27 hole course, Floodlit Driving range, and a fast growing membership and pay and play. Role would include Golf Operations, Full training and support on your PGA training if needed. For the right person a role in Junior Development and Coaching in our fast growing Junior Program is available. Shift system would allow time to play and compete. To register your interest please send your CV and a Covering letter to Matt Stables via MattStables@hotmail.com or call 07808 003 619.

The PGA Professional

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Synergy Golf Management, Dublin Venues PGA Assistant Professionals Required Synergy Golf, an award-winning golf management company, are currently seeking two PGA registered assistant professionals to join our golf operations team. Based at St. Margaret’s Golf & Country Club or Grange Castle Golf Club in Dublin this is an excellent opportunity for the right candidates to further their career, training and experience within an innovative and hardworking environment. The ideal candidates will possess: • Friendly Outgoing Nature • Strong Positive Work Ethic & Self Starter • Fantastic Customer Service Skills • Be A Real Team Player • Good Planner, Organiser & Communicator • Excellent Personal Presentation & Attention To Detail Primary responsibilities will include assisting the golf manager with the overall day-to-day management of the golf department, including but not limited to the following services; driving range, locker rooms & showers, golf shop stock, golf hire equipment, starter & ranger, golf check-in, customer service, member services etc… This is a very exciting role for an ambitious person, looking for an opportunity to work within an expanding golf business. Job Type: Full-time Salary: Excellent remuneration package plus Bonus Required licence or certification: Driving license Current Safeguarding certification Apply with your CV and covering letter to hr@synergygolf.ie

SITUATIONS VA C A N T

Royal Ashdown Forest Golf Club PGA Assistant / Trainee Golf Saint Apollinaire is both Basel‘s largest golf club, with two 18-hole championship courses and the club closest to the city – only 5 minutes from EuroAirport Basel. The new resort belongs, together with Golf Kyburg and Golf Sempach, to the ClubGolf resorts. For the 2020 season, we are seeking a:

GOLF PROFESSIONAL Your duties - Giving private lessons - Providing golf lessons to beginners and advanced golfers - Assuming responsibility for training junior golfers - Advice and sale of golf hardware and accessories Your profile - Completed training as a PGA Golf Professional - High level of motivation, commitment and good communication skills - Good German, English and French skills as well as solid IT skills We offer - A challenging and customer-oriented task in a scenic location - A young, motivated and qualified team If this challenge appeals to you, please send your application file to: Golf Saint Apollinaire | Katja Safferling Domaine Saint Apollinaire | F-68220 Folgensbourg Tel +33 3 67 88 04 04 | Tel +41 61 205 65 65 talents@golf-saintapollinaire.com | www.golf-saintapollinaire.com

Excellent opportunity for a PGA Assistant/Trainee to join a dedicated team of Professionals at a prestigious Sussex Golf Club. Successful candidate will need to be hard working and enthusiastic in all aspects of the role, have a track record of delivering 5* customer service and show high level of attention to detail. Position offers superb coaching opportunity with thriving Men’s and Ladies sections and an active Junior and Academy membership. Shift pattern will allow for ample time of coaching. Apply with covering letter and CV to timcowley@royalashdown.co.uk

Stoke by Nayland Club, Essex PGA Assistant/Trainee Excellent opportunity for a PGA Assistant/Trainee to join a team at Stoke by Nayland Club. We are Recruiting for an individual who is motivated, reliable and has attention to detail. Role includes working all Golf Operations and Retail with a flexible shift system used to allow teaching / playing time. For the right person a role in coaching in our Junior Development Program is available, and the job offers group lessons and individual lessons for all ages. Apply with covering letter and CV to roly.hitchcock@stokebynayland.com

LIFESTYLE BUSINESS OPPORTUNITY SOUTHERN ENGLAND

Have you come to a career crossroads? Not sure which step to take next to move forwards? We are here to help! The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work.

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

• 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

Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction. The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2019 the year you move your career forwards. Email recruitment@pga.org.uk

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

February 2020

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S I T U AT I O N S VACANT

EMPLOYMENT OPPORTUNITIES Stockley Park Golf Club We are recruiting a PGA Assistant/Trainee who is motivated, reliable and has attention to detail, to join our team. Role includes working all Golf Operations and Retail with a shift system used allowing teaching/ playing time. Please send covering letter and CV to Warren Harris, Head PGA Professional via proshop@stockleyparkgolf.co.uk

The Ridge Golf Club Assistant Professional opportunity at a busy Golf Club in Kent. 30 + hours per week with coaching opportunities available depending on previous experience and stage of PGA training. We are looking for a highly driven individual with an appreciation for high quality customer service. CV and cover letter to: info@theridgegolfacademy.co.uk

Littlestone Golf Club Littlestone is looking for a near or Qualified PGA Professional to develop coaching and member services, during an exciting period in the clubâ&#x20AC;&#x2122;s history. The successful candidate must be hard working, proactive and enthusiastic in all aspects of the role. Apply to the Director of Golf - James@littlestonegolfclub.org.uk with CV and expectations.

Drumoig Golf Centre and Scotscraig Golf Club We are looking for a motivated PGA Qualified Professional to join our team working between our two facilities, Drumoig Golf Centre and Scotscraig Golf Club. Role includes: Teaching, Custom Fitting and Retail with future plans to launch club hiring business. Please contact: drumoiggolfcentre@gmail.com

Delgany Golf Club, Ireland Delgany Golf Club have an opening for a Registered Trainee or Qualified Trainee who has a strong interest or background in coaching and customer service. A comprehensive Remuneration Package is available and can be agreed at interview subject to experience and qualifications. Please email gavin.kavanagh@gmail.com to submit CV or application.

Wycombe Heights Wycombe Heights is looking for a PGA Assistant / Trainee who is reliable and highly motivated. Our busy Golf Centre and new driving range with Toptracer is ideal for an Assistant looking to gain valuable experience in the industry. Contact Tom Blick at t.blick@wycombeheightsgc.co.uk for more information

Olton Golf Club, Warwickshire Split shift operation, therefore ample time to play, practice and teach. Must be smart, punctual and conscientious. Email Charles Haynes Head PGA Professional at haynes355@btinternet.com.

St Mellion International Resort There is an opportunity to work at St Mellion and join a great team who deliver outstanding customer service. There is a vacancy to join the Golf Operations Team, the position will be full time and suitable for a PGA trainee. Please contact David Moon PGA, Golf Manager on stmellion-golfmanager@crown-golf.co.uk

Hayston Golf Club Hayston Golf Club are looking to recruit a PGA Professional to succeed our outgoing professional. Preferred start date - 1st April 2020 For full job description and application details contact Paul Hubner, Club manager. gm@haystongolf.com The Club at Mapledurham, Berkshire The Club Company (UK) Ltd, operators of golf and fitness clubsrequires a Golf Operations Manager. Reporting to the General Manager,you will be responsible for the promotion of golf membership, greenfees, golf days and retail. IT skills advantageous. CV to: l.crook@theclubcompany.com Upavon Golf Club PGA Qualified/Trainee required to work at busy retail establishment. Opportunity for motivated individual to create a role within this organisation with financial gain and career progression. Private members club allowing plenty of time to play/teach. Covering letter/CV to: Richard Blake, PGA Professional, richard@richardblake.co.uk.

Gosfield Lake Golf Club Exciting opportunity for a Trainee/ Qualified Assistant at a proprietaryowned golf club. The ideal applicant must be hard working and have a passion for coaching beginners. The role includes shop hours, coaching and junior development. Closing date is 28th February 2020. To apply, please email Stuart Baker at proshopglgc@gmail.com Pachesham Golf Centre, Leatherhead Exciting opportunity for hardworking, enthusiastic professionals with opportunity to teach, custom fit with Trackman and develop retail skills at our busy centre of excellence. Great earning potential, commission schemes, a 5-day working week and progression under the Matthew Paget umbrella. Please apply to James Warrington by email: jrwarrington01@aol.com Closing date: 21 February

North Wilts Golf Club PGA Qualified/Trainee required to work at busy retail establishment. Opportunity for motivated individual to create a role within this organisation with financial gain and career progression. Private members club allowing plenty of time to play/teach. Covering letter/CV to: Richard Blake, PGA Professional, richard@richardblake.co.uk.

Tavistock Golf Club, Devon Russell Binney Golf is looking for a near or Qualified PGA Professional to develop coaching and member services at a busy members club. The successful candidate must be hard working, proactive and enthusiastic in all aspects of the role. Apply to - binney2@hotmail.co.uk with CV and expectations.

Nazeing Golf Club Nazeing Golf Club are looking for a highly motivated PGA Trainee. Duties to include, Development of our Junior Section, liaison with Golf Societyâ&#x20AC;&#x2122;s etc. Be involved in advertising of the club. An exciting new prospect to join a friendly and active membership. Contact Robert Green 01992 893798 or email proshop@rob-green.co.uk

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

The PGA Professional

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MEMBER IN THE SPOTLIGHT

MY CAREER PATHWAY... Having graduated from the British PGA and The University of Birmingham from the Applied Golf Management Studies in 2011, I took a very different path to my classmates and pursued a career in sales in the Middle East. During my time at university we completed three work placements, of which took me to Egypt. Although apprehensive about leaving England, I have not looked back and am coming up to 10 years based in the region. MY CURRENT JOB.... I recently got promoted within Troon International, having spent the past seven years in sales and marketing roles across four different clubs in the UAE. My role now overseas the sales and marketing efforts of our Troon Programs internationally – outside of America – supporting our property, sales and marketing leaders at our clubs in Australia, Asia, Middle East, and Europe, while sourcing new business opportunities for our company, clubs and ownerships. I am still new to the job so there is no such thing as a ‘standard day. I recently had a day where I had Skype calls with Property Leaders at our clubs in Korea, Maldives, Sri Lanka, and Cyprus, while visiting three of our clubs here in the UAE – Abu Dhabi Golf Club, Saadiyat Beach Golf Club and Yas Links Abu Dhabi. Technology has certainly become vital to my daily life, as I now use an app to plan calls in different time zones, as well as one that manages all of my travel. CAREER INFLUENCES... I have been blessed with mentors throughout my life, starting with my father, but also my two best friends and the incredible leaders I have been lucky enough to work for. I now get to share an office with DJ Flanders and Mark Chapleski, the Senior Vice President and President of Troon International respectively, and I’m learning new things from them on a daily basis.

CLINTON NORRIS Director of Sales & Marketing at Troon’s International division based in Dubai, UAE

QUICK TIPS 1. Have a good work/life balance 2. Travel – the world is an amazing place 3. Set specific goals

BEST ADVICE I WAS GIVEN... Be kind. Part of our culture at Troon is to be kind, an ethos that was instilled in the company by our Executive Chairman and founder Dana Garmany. It certainly makes you think about how you act at work both internally and externally. Before sending that strong email to a colleague, or having a negative conversation with a member or guest, think of how you can turn it into a positive interaction. Life is too short not to be kind. ADVICE I’D GIVE... Think outside the box. Be confident and take calculated risks that can positively impact your business. I love seeing some of my ex-classmates from Applied Golf Management Studies make the news for their achievements, all at relatively young ages. I put that down to an ethos of not following the norm. Aaron Lansberry recently won England Coach of the Year with Phil Akers being runner-up, Tom Devine has been heralded for his fantastic Junior Program in Leeds, while Andy Griffiths is developing the next generation of elite Chinese golfers in Shanghai. Another example of PGA Professionals thinking outside of the box was the generation of British PGA Professionals that went out to Germany in the 1980s. They saw an opportunity and went for it. They now have 12-month successful teaching roles with extremely high incomes by doing multiple winter training camps with their members and clients. WHAT I WISH I’D KNOWN... Focus on your strengths. Although we all have opportunities to improve, the strengths are what set us apart and what make us successful in our own right. Although it is important we do not ignore our less competent skills that are required for us to complete our work, we usually enjoy those skills that we are successful at. Happiness at work is extremely important. If you can spend more time at work doing things you like, that you are good at, you will achieve more. A fantastic general manager I worked under, Ed Edwards, made me focus on certain targets that my skillset suited to achieve. He realised I was focusing half my time on tasks that not only was I not enjoying, I probably was not good at either! Once focused, I started to drastically improve my results and impact on the business, and in return, enjoyed work a lot more! ●

February 2020

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prostatecanceruk.org/PGApro

Help us stop prostate cancer being a killer Prostate cancer kills one man every 45 minutes – the time it takes to play three holes of golf. Let’s support a cause relevant to our members. Andrew Murray, PGA Professional and Prostate Cancer UK ambassador

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