The PGA Professional magazine - February 2021

THE OFFICIAL PGA MEMBERS’ MAGAZINE

PROFESSIONAL VOLUME 17 ISSUE 1

FEBRUARY 2021

PGA TRIBUTE

TO ‘THE VOICE OF GOLF’

WHAT CAN GOLF EXPECT IN 2021?

NEW DRIVER TECHNOLOGY to boost retail sales

2020 VISION

Your Questions Answered

2021 TOURNAMENT

Schedule announced

THE CHOICE OF THE WORLD’S BEST. Contact your local Titleist Area Sales Manager to find out more about the TSi Family.

CONTENTS FEATURES

TRAVEL

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WHAT CAN GOLF EXPECT IN 2021?

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The game’s leaders give their predictions for the year ahead

VISION 2020 Your questions answered

PETER ALLISS: A TRIBUTE We look back on the successful and varied career of ‘the Voice of Golf’

PLAN NOW TO TAKE ADVANTAGE

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Taking groups of your members away

UK STAYCATIONS Experience some of the best breaks the UK has to offer

WALK IN THE FOOTSTEPS OF THE GREATS The best tournament experience trips

COACHING

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ME AND MY GOLF ASK… Why is Jason Day one of the world’s best putters?

THE OFFICIAL PGA MEMBERS’ MAGAZINE

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

INSIDE THE PGA

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ROBERT MAXFIELD This month from The PGA’s Chief Executive

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

PGA RETAIL

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MARKETING

LAUNCHPAD This month’s guide to the latest gear

TRADE NEWS Latest industry news

DRIVING SALES FORWARD New driver models to boost this year’s sales

XPOS CADDIE LAUNCH New app to get your members shopping online

INTERNATIONAL

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ADJUSTING TO THE NEW NORMAL

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THE IMPORTANCE OF DATA

MEMBERSHIP

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YOUR BENEFITS

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

RECRUITMENT

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How Covid-19 has impacted PGA Members around the world

The PGA Professional

How to grow, manage and use your customer database

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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 2021 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

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FROM THE CHIEF EXECUTIVE

It’s been tough to start the year in lockdown.

It was a big disappointment for golfers and those working in the industry when the latest restrictions were imposed on golf. We have been working hard behind the scenes to make sure that golf is considered safe to open when lockdown restrictions are eased.

It has made for a very long winter but as we keep being reminded, with every vaccination that rolls out, there is light at the end of the tunnel. The All-Parliamentary Golf Group - of which The PGA is a member recently lobbied the Government with some compelling scientific evidence and rationale from leading experts to make the case for the game to make an early return.

The document, titled “COVID-19 Secure Golf 2021”, was sent to the Prime Minister, the Irish Taoiseach and the First Ministers of the devolved nations. The paper showcases the steps taken by those in the golf industry to ensure players’ and staff safety by

the events of the last 12 months behind us, I hope it is a lasting legacy and that regular dialogue continues between all of the governing bodies and those in key industry sectors.

Lockdown saw The PGA once again move into support mode. We had learned so much from the first lockdown and all the processes and systems were in place to ensure that the staff were quickly engaged with contacting and supporting PGA Members. We have made thousands of calls and I know how appreciative many of you are to receive some contact and know that there is someone to support you over these difficult months.

I am encouraged by talking to people in our industry and outside it that once society starts to reopen, golf will once again emerge stronger and enjoy yet another ‘bounce’ in participation and those taking up the game. In every conversation the role

I believe we are now an Association better placed to play its part in the future of the golf industry, supporting our Members who will ensure that future. meeting the various COVID protocols, as well as the commitment to continue this and be able to recognise and adapt to the changing circumstances linked to the virus. It goes on to cite academic and scientific research that clearly demonstrates the link between physical activity and physical and mental wellbeing, including supporting the immune system and helping fight disease.

At the very least we are hopeful that golf will once again make an early return but importantly we continue to establish the case that in the event of other lockdowns, we are a game that can continue to be played safely and contribute to the mental wellbeing and health of so many people.

In making these representations, we continued one of the most important learnings of the pandemic- by working together golf is stronger. As we begin to put

of the PGA Professional is cited as being key to maintain the momentum of the last 12 months.

We need to be ready to ride that wave and I am confident that the creativity and commitment shown by so many of you over this difficult period will come to the fore in the months to come. Golf deserves to come out of this stronger and shake off some of the perceptions which have stuck with the game for so long.

Over the last 12 months we have repositioned the Association through our work in developing new membership categories- more than 500 of you have moved to one of the new categories. I believe we are now an Association better placed to play its part in the future of the golf industry, supporting our Members who will ensure that future.

Robert Maxfield CHIEF EXECUTIVE The PGA Professional

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NEWS

Manchip lands top Golf Ireland role

COVID-19 HELPLINE A dedicated helpline continues to provide PGA Members and their facilities with a dedicated point of contact throughout the ongoing coronavirus crisis.

Over the last nine months the helplines have been inundated, with our team of experts sharing practical advice on accessing Government financial support packages for the self-employed and businesses and how the measures apply to golf businesses and individuals.

A dedicated team of PGA staff is also proactively contacting PGA Members and their facilities to direct them to further support and advice.

The PGA’s COVID-19 Resource Hub has become a vitally important reference resource for both PGA Members and the wider golf industry.

Available to view on The PGA’s public pages at www.pga.info, the Resource Hub is constantly updated with the latest information and guidance on all aspects of the restrictions, conveniently broken down by country.

The helpline telephone numbers are listed below. They will be manned 9am-5pm, Monday to Friday.

PGA South Region

01279 652 070

PGA Midlands Region 01675 624 755 PGA North Region

01204 496 137

PGA South Region

01483 224 200

PGA West Region

07799 111 857

PGA in Scotland PGA in Ireland

07799 111 862 00353 4293 21193

Neil Manchip has been appointed Golf Ireland’s new High Performance Director and National Coach.

Manchip has presided over Ireland’s male amateur players during an unprecedented period of team and individual successes since 2005.

Some highlights include two European Team Championships, five Men’s Home Internationals, a bronze medal in the 2016 World Amateur Team Championships and three Amateur Championship titles.

Manchip’s relationship with Shane Lowry has produced a series of top-level professional

victories, the highlight being the 2019 Open Championship at Royal Portrush.

“I’m delighted and honoured to be part of the Golf Ireland Team during what promises to be an exciting and innovative period for golf in Ireland,” said Manchip, winner of the 1999 Irish PGA Championship.

“Irish Golfers have enjoyed huge success on the world stage over the past number of years and we hope to build on their legacy with continued success with today’s very talented group of golfers.”

Supporting your mental health The PGA is delighted to announce a significant addition to its mental health support service for Members.

NHS England advise one in four adults experience mental illness and the coronavirus pandemic has impacted people’s mental health and wellbeing.

Last year The PGA launched its dedicated ‘Mental Health Support Hub’ which sits in the Members’ area of The PGA website (www.pga.info). The hub offers a variety of information and resources including; details of the Association’s 24/7 helpline provided

by Insight Healthcare, case studies, webinars on ‘Returning to Work’ and ‘Leading in a Crisis’, links to external support services, and a variety of online courses provided by mental health experts Red Red Umbrella.

The PGA is now able to provide additional support for its Members thanks to COVID-19 Relief Funding from The R&A. The funding

has enabled PGA field staff to become Mental Health First Aiders (MHFAs). Regional Managers and Business Relationship Officers (BROs) have undergone extensive training with mental health experts Red Umbrella.

They are now qualified to offer direct first-line mental health assistance to PGA Members.

Following referral from The PGA's MHFAs, Members will also be able to access one-toone counselling sessions.

In addition, there is now a 50-minute e-learning course by Red Umbrella, providing interactive exercises to raise mental health awareness. Members can use the course themselves and also share it with staff at their facility.

Visit www.pga.info to visit the mental health hub or contact your Business Relationship Officer or Regional Manager to find out more about mental health support being provided by The PGA.

Neil Sweeney (1970 – 2021) The PGA is saddened to report that Neil Sweeney, an Advanced Professional who forged a successful career coaching at home and overseas, has passed away suddenly in Dubai at the age of 50.

Neil began his career on Merseyside and was elected to membership in 1992 after training at Moreton Hills and Brombrough Golf Clubs on the Wirral. He followed up with a brief spell in Germany before returning to the Wirral to spend five years working at Leasowe Golf Club, the club where he had been the youngest amateur to win its championship.

The lure of working overseas, however, proved strong and Neil returned to Germany in 1997 to take up a coaching role at Pforzheim Golf Club, Stuttgart.

He was back in the UK four-and-half years later, having been

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appointed manager of golf operations at De Vere Northop Country Park, north Wales.

It was to prove his last role on home soil and, after leaving in 2004, he spent the next nine years coaching at the club that has subsequently become the home of The PGA National Cyprus, Aphrodite Hills; Moscow City Golf Club, Russia, and Niederrautin Golf Club, Germany.

On leaving the latter in 2013, Neil combined working at Elea Golf Club, Cyprus, and Moscow Country Club, Russia, spending six months in each country. He coached Russia’s national squad and wrote the training manual for the country’s PGA, an assignment that was instrumental in him attaining the status of Advanced PGA Professional.

February 2021

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NEWS Recognition award for Bennett

Celebration time for award-winning Anders Award-winning PGA Advanced Fellow Professional Anders Mankert is celebrating a quarter-of-a-century coaching and helping blind and visually impaired golfers.

The 47-year-old, who owns and runs the Leicester Golf Centre, began coaching Jim O’Brien in January 1996.

They hooked up when Mankert was based at Kilworth Springs Golf Club and are still working together after 25 years that have seen O’Brien enjoy much success, not least an ace.

O’Brien joined a distinguished band in 2013 when he became one of the few totally blind golfers worldwide to have a hole-in-one.

Mankert has coached many other totally blind and visually impaired golfers and is the only PGA Professional to be awarded Honorary Life Membership by the England and Wales Blind Golf Association (EWBG).

He has been part of the EWBG training programme, hosted free clinics nationwide, and raised funds to enable blind or visually impaired people to experience golf.

The EWBG is a charitable organisation and its chairman Barry Ritchie said: “Anders has provided his expertise and facility for the training free of charge - his support has been invaluable.”

Billy McAllister, who travels from Brighton to the Leicester Golf Centre every six weeks for a lesson, is another Mankert success story.

He was ranked almost last of 68 totally blind golfers in the world rankings when they met but now lies third.

He recalled: “I started making strides quite quickly after I began working with Anders.

“As well as being one of country’s top coaches, he is a nice man and never once asked for a penny.”

As the owner of the Leicester Golf Centre and its Gallops course, Mankert can offer free access to golf to all blind or visually impaired people.

“This allows them to enjoy the unforgettable experience of golf for the first time on a proper course,” he said.

PGA Master Professional Tony Bennett has been awarded the CPG Special Recognition Award 2020 for his outstanding career in the game.

His diverse and far-reaching CV includes roles as a club professional, golf course owner and national coach (with winners on both the European Tour and Ladies European Tour). He is currently Head of Disability and Inclusion for the International Golf Federation. This all sits alongside his leadership of the European Disabled Golf Association as its President.

Bennett commented: “It is very humbling to be granted such an award, especially when you see the previous list of winners.”

Long-serving PGA North press officer passes away David Birtill, the respected and accomplished journalist who served the PGA North region as its press officer for more than 30 years, has passed away at the age of 79 following a lengthy illness.

His long association with PGA North began in 1985 when he was hired by Norman Fletcher, the region’s secretary.

“The regions wanted more media coverage,” recalled Fletcher, “so I approached David. He was a member at Chorley Golf Club and wrote on the game.

“At that time he could get articles in the Telegraph and, in addition to reporting on our tournaments, he wrote extensive pieces for the PGA magazine.”

David retired in 2006 but continued to write about golf and run a website on the game until ill-health began to take its toll a year-and-a-half ago.

His book marking the centenary of the Lancashire Union of Golf Clubs in 2010, Lancashire Links, was highly praised and his work for The PGA similarly well-regarded.

Jonathan Paine, the current PGA North manager, commented: “He did a top job for us and he’ll be sadly missed in the north and many other places.”

GreenClub adds Ryder Cup experience to its ranks GreenClub has named a new captain’s pick with Ryder Cup experience to add to its wealth of management expertise.

Mike Gray, formerly commercial director of The PGA and assistant Ryder Cup director, has been appointed as UK business manager for the company which builds partnerships with golf and leisure venues to generate their own energy from on-site solar installations.

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Gray joins chief executive Liam Greasley and fellow founders Paul Cuddy and Karl Gallagher as GreenClub prepares for an exciting 2021 with a number of high-profile projects set to be announced in the coming months.

Gray will be in charge of UK enquiries, while Dublin-based Paul Cuddy will take on similar responsibilities in Ireland.

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NEWS ON THE MOVE The latest PGA Member appointments.

David Holman has ended an 18-year spell at Dummer Golf Club to become a teaching professional at Weybrook Golf Club.

Richmond (Yorks) Golf Club has announced that Mark Robson has joined the Graeme Storm Golf Academy as a teaching professional.

In the South region, Leyon Yeatman is now a teaching professional at LL Golf Coaching and Ian Campbell takes up a similar role at Hadden Hill Golf Club, while Matthew Hart is Hythe Golf Club’s new general manager.

In the North region, David Marsh has left his director of golf role at Fenti Golf Club to pursue a new chapter in his career as general manager at Manchester Golf Club. Mark Moore is Moor Allerton Golf Club’s new director of golf, James Houghton is now a club professional at Hurlston Hall Golf Club, and Beverley New has joined the coaching team at Cockermouth Golf Club.

Two moves in the Midlands see Mark Jackson join Toft Hotel Golf Club, while Thomas Waldron is the new general manager at Sapey Golf Club.

In the East region, Luke Roberts has joined Kingsway Golf Centre as a teaching professional and Matthew Bacon is the new general manager of Eaton Golf Club.

In the West, Jack Vince joins the coaching team at Axe Cliff Golf Club, while Steve ScottBowen is the new general manager at Marlborough Golf Club.

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Smith’s input leads to all systems Jo A female golfer who had not picked up a club for 30 years has hailed the input of WPGA Member Sarah Smith in helping her rediscover the game and slash her handicap.

Jo Magliano learned the game as a junior but had become a ‘lapsed’ golfer when Smith started her ‘Women into or back into Golf’ courses at Saffron Walden Golf Club, Essex.

Six group lessons later and out on the course, Magliano found it tough going.

“It was exhausting,” said Magliano, a mother of three.

“I was zig-zagging across the

course, finding all the trees and shooting well over a hundred.

“I then had some private lessons with Sarah. Sarah made a really strong point in how important the short game is in helping you lower your handicap and we did a lot of work on that.”

In terms of a reduction in her handicap, Magliano’s was spectacular.

“It dropped from 28 to 10.4 in the space of a year,” she explained. “Those lessons with Sarah were invaluable.”

Magliano was also named Saffron Walden’s Woman Golfer of the Year and,

reflecting on her student’s meteoric progress, Smith said: “I had to tidy up her swing and the real weakness was her short game. She was very wristy and her strike was not that good. But it’s come on no end, now."

Wiltshire pro’s impact helps teenager join the county set Wiltshire-based Ben Christey-Clover did not have far to travel to source a training aid that enabled him to help a teenager halve her handicap, win competitions and represent her county.

Christey-Clover, who is the director of a golf academy bearing his name at Salisbury Golf Centre, began coaching Chloe Northover, a 15-year-old 12-handicapper in 2019.

Recalling their first meeting, he said: “Chloe had solid fundamentals and hit the ball well.

But we both felt her downswing sequence didn’t enable her to hit consistently well struck shots.

“It was clear with the right process in place and a better understanding of her swing, we could achieve our goal of improved consistency and a lower handicap.”

Christey-Clover found a solution locally in the form of DST Golf, a company that produces DST training clubs, an aid used on the range by 21 of the world’s top 27 players.

DST training clubs have a curved shaft and feature an impact line designed to help golfers locate the forward handle position needed to produce a lag impact with a square club face.

“I thought it was the ideal way to help Chloe improve her downswing sequence,” added ChristeyClover, “so I incorporated the DST Compressor and CR-10 clubs into our lessons.

“Over the following months, we have made tremendous progress and managed to ingrain these movements and feelings into her downswing sequence.”

That progress is reflected by Chloe’s handicap tumbling from 12 to 5.7, winning the prestigious Peter Alliss Trophy at Ferndown Golf Club, selection for Dorset and consistent top three finishes in club, county and national events.

February 2021

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NEWS

BRO SUPPORT

ON THE MOVE

Plan ahead for golf's potential 'bumper' return this summer In this first monthly column promoting the services of The PGA’s Business Relationship Officers, Sam Carr reveals how he has been supporting Members during COVID-19.

The COVID-19 pandemic has impacted the lives of all PGA Members in some way. I speak to club professionals, golf club managers and coaches about a variety of topics, but one question that keeps cropping up is: what does the future for golf look like?

When you consider the obvious challenges we have faced for almost a year, these conversations take an optimistic tone. The conclusion; when golf re-opens and if if follows the same trends as last year, we’re in for another busy summer. Lots of people will be playing golf and booking lessons because they know it's safe and comes with lots of health benefits.

PGA Members can use this time now to start planning. Do they need more staff?

Have they considered launching a coaching programme? Have they reached out to their membership or considered planning events?

Some of these conversations have led to worry. With a potentially bumper season just weeks away, how will PGA Members prepare and meet this demand? While COVID-19 requires them to plan for the worst, there is a reality that if there is another ‘boom’, we all need to be prepared for coaching, welcoming visitors and offering a great service. Speaking to some PGA Members, this can also be daunting, so now is the time to start planning, engaging with members/clients and your database.

We also get asked a lot about funding and what is available to PGA Members. There are many different types of funding and grants out there. The funding checker on The PGA’s COVID-19 Resource Hub is a fantastic tool to work out what you can get and how to access it. My advice has always been to search high and wide for funding. If you’re not sure, ring up and find out, ask your insurance provider and check your policy.

Your BRO team

Sam Carr

Fiona Champness

Paul Wisniewski

Justyn Branton

Please ring your regional helpline and you will be put in touch with a PGA Business Relationship Officer East Region

01279 652 070

Midlands Region

01675 624 755

North Region

01204 496 137

South Region

01483 224 200

West Region

07799 111 857

Ireland

00353 4293 21193

Scotland

07799 111 862

International`

The PGA Professional

+44 (0) 7771 751 324

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In Scotland, Alan Murdoch joins Swanston Golf Club after more than 12 years at Kings Acre Golf Club, while Ian Muir joins the Loretto Golf Academy as their head of golf coaching and Scott Grieve is now a club professional at Murrayfield Golf Club. Chris Brown, previously of Elegant Golf Resorts, has joined golf tour operator GolfKings’ sales team.

There have been a number of notable moves involving PGA Members overseas. Gary Davidson is the new head professional at The Mondial International Golf & Short Game Center in Holland.

Graham Hillier has left Golf Club Haan-Dusseltal Ev after more than two decades at the German club to become a club professional at Golf Club Furth-im-Wald.

Elsewhere, Scott Kirkwood is the new director of golf at Monterey Peninsula CC in America, Sean Thompson also takes on a director of golf role at Vancouver Golf Club, Alan Martin in now general manager at the Grand Royal Golf & Resort in Cambodia and David Freeman joined the Hong Kong Golf & Tennis Academy as their Director of Instruction.

CORRECTION: The PGA would like to clarify that Paul Dennis remains the Head Professional at Dunham Forest. To clarify, Paul has recently invited fellow PGA Member, Peter Barber, to join him at the Cheshire club as a coach. We would like to apologise to Paul for any inconvenience caused.

If you would like to feature in this column send your details to membership@pga. org.uk.

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NEWS

Europe’s largest pro-am returns to packed 2021 tournament schedule

The grand finalists for the 2018 National Pro-Am Championship

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The return of Europe’s largest pro-am – The PGA Pro-Am Championship – is one of the key highlights in another action-packed 2021 PGA national tournament schedule.

The PGA National Pro-Am Championship has not been contested for two years, but is back on the Association’s programme.

Its 36-hole final will be staged at The PGA National Turkey in November and feature a dozen pairs who have qualified via 12 regional tournaments held in the UK or Ireland.

Charles Hine, the PGA’s head of national tournaments, commented: “The PGA’s National Pro-Am Championship has been a hugely popular event since it was first staged more than 20 years ago and we’re delighted it’s back on the schedule.

“Thousands of amateurs will start off on a golfing journey that could end with an all-expenses paid trip to Turkey playing on Antalya Golf Club’s PGA Sultan course and staying in its associated five-star accommodation.”

The final of another tournament involving pairs comprising a pro and amateur, the popular PGA Pro-Captain Challenge, sponsored by PGA Partners SkyCaddie, will also be staged overseas at The PGA National, Italy (Argentario Golf Resort & Spa) in October.

Closer to home, the winner of the Association’s flagship tournament – the PGA Professional Championship – will be crowned in Scotland after four negotiations of the Lansdowne course at Blairgowrie Golf Club, Perthshire. The event will run in tandem with the PGA Play-Offs in the middle of June.

Kedleston Park, Derbyshire, will host the WPGA Championship for a second successive year in early July, while Foxhills Club & Resort, Surrey, is once again home to the Senior PGA Professional Championship - the first event of the 2021 programme in May. Meanwhile, Foxhills’ sister venue, Farleigh Golf Club will host the PGA Assistants’ Championship for a second time at the end of July. The tournament, sponsored for the second year in succession by PGA Partners Coca Cola and won in 1965 by two-time major champion Tony Jacklin, will be staged on the last three days of July, a week after the English PGA Championship.

Revived in 2019 after a seven-year hiatus but cancelled 12 months ago due to Covid, that event will again be played on the Bowood PGA Course at Bowood Hotel Golf and Spa, Wiltshire.

Neighbouring Gloucestershire will provide the venue for the PGA Super 60s in the first week of August. The popular 36-hole tournament will be staged at Tewkesbury Park.

The PGA Fourball Championship, once again sponsored by PGA Partners Golfbreaks.com and extremely popular with pros, follows at the end of the month and returns to Carden Park, Cheshire after an absence of five years.

Heading into autumn, the domestic programme winds up with two 36-hole tournaments: the Welsh National PGA Championship and PGA Inter-County Championship.

The former, sponsored by PGA Partners and leading supplier of branded golf accessories Asbri Golf for the ninth successive year, will be held at Aberdovey Golf Club in the second week of September.

The latter, the last tournament on the schedule to be staged on home soil, will return to Sutton Coldfield Golf Club for a second year.

February 2021

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www.pga.info

The 2021 PGA Tournament

Schedule - Dates and Venues The complete tournament schedule can be accessed by visiting www.pga.info.

■ May 12 – 14

■ July 27 – 29

Senior PGA Professional Championship (Foxhills Club & Resort, Surrey)

Coca-Cola PGA Assistants’ Championship (Farleigh Golf Club, Surrey)

■ June 15 – 18

■ Aug 4 – 5

PGA Professional Championship (Blairgowrie Golf Club, Perthshire) PGA Play-Offs (Blairgowrie Golf Club Perthshire)

PGA Super 60s Championship (Tewkesbury Park, Gloucestershire)

■ Aug 24 – 26 ■ July 6 WPGA Championship (Kedleston Park, Derby)

■ Sept 8 – 9

■ July 20 – 22 English PGA Championship (Bowood Hotel Golf & Spa, Wiltshire)

The PGA Professional

Golfbreaks.com PGA Fourball Championship (Carden Park, Cheshire)

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Welsh National PGA Championship, sponsored by Asbri (Aberdovey Golf Club, Gwynedd)

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■ Oct 6 – 7 PGA Inter-County Championship (Sutton Coldfield Golf Club)

■ Oct 19 – 20 SkyCaddie PGA Pro-Captain Challenge (Argentario, Italy)

■ Nov 24 – 25 PGA National Pro-Am Championship (Antalya, Turkey)

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F E AT U R E

WHAT CAN GOLF EXPECT IN 2021 As thoughts turn to a new decade and we begin to put months of the pandemic behind us, we asked some of the game’s leaders about their prediction for the sport and the role of the PGA Professional in 2021 and the years to come. It makes for some positive reading!

ROBERT MAXFIELD, CHIEF EXECUTIVE, THE PGA I feel enormously positive about 2021 for the Association, our Members, and the golf industry as a whole.

When the pandemic first struck back in March it was remarkable how quickly we pulled together as an industry. All of the governing bodies and other sectors of the game put self-interest and geographical boundaries to one side and began to work as one. The work that we did in those early days stood us in good stead throughout the year as time and time again we were able to demonstrate how safely golf could be played and the important role it plays in people’s health and wellbeing.

I hope this collaboration continues in the years ahead.

Throughout this whole process, we have worked hard to promote the benefits of the sport and to begin

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to overturn the elitist male dominated image in which it is still seen by too many people. I believe it is working.

Golf experienced a fantastic uplift- one we had been hoping for and trying to kickstart for the last decade.

Much is now being written about how we maintain it and of course that will be the challenge. The industry is agreed on one thing- PGA Professionals are crucial to leveraging that momentum as the ‘front line’ at every level of the game from golf club members to brand new golfers.

There will still be challenges but the lessons learned over the last few months have shown how creative and adaptive the PGA Professional can be. Digital technology and communication have been wholeheartedly embraced by many of our Members from the hours of

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F E AT U R E coaching videos, to the ‘Click and Collect’ services which now seem to be commonplace in all areas of our lives. I predict that technology will only increase in its importance and that more and more Members will embrace those skills and its benefits.

Social Media has been the other ‘story’ of the pandemic. Never before has the ability to reach people become so important- and influential.

Whatever its negatives, they are far outweighed by the benefits and time and time again we see PGA Professionals at their most creative in keeping in touch with members, encouraging and supporting new golfers and generally promoting the game.

The PGA itself has pivoted in its role to become a proactive supporter of the Members rather than perhaps the reactive Association of recent years.

The pandemic has taught us- if we needed to be taught- that the pace of change moves quickly. The foundations are in place to allow us to adapt to

change as it comes and equip our Members with the skills to do the same.

At the end of the year I hope we can look back and say that 2021 was the year of The PGA Professional.

One where we firmly established the role of the Member in the growing the game, retaining golfers, and delivering the customer service- work we have been doing for so long and now has a well-deserved spotlight.

My second prediction is that golf will finally embrace the importance of truly welcoming women and families to the sport, not just in words but in actions. We can no longer pay lip service to this market and if the future of the sport is to grow and thrive then this challenge needs to be met. The work already being done by thousands of PGA Professionals will continue and I am hopeful will be rightly recognised and supported.

TRISTAN CREW, EXECUTIVE DIRECTOR- MEMBERSHIP, THE PGA 2021 will be a significant year for the Association and its Members. As we put the events of the last 12 months behind us, the work that we have done over the last 18 months to develop the new member categories and position the PGA Member as a specialist in their field could not have been better timed.

More than 400 members have already recognised the value in adopting a new category and the use of the PGA brand. While Members have been applauded for their ability to turn their hand to many roles over the last 12 months, there is also an increasing

demand for ‘experts’ in their field. We are now beginning to answer that call with a clear and defined pathway for Members, with the end goal of demonstrating to both employers and consumers that their skills and knowledge make them that expert.

Supported by increasing education opportunities, whether PGA Manager, PGA Coach or traditional PGA Professional, the role will only be enhanced in the eyes of the industry at large.

PAUL WISEMAN, EXECUTIVE DIRECTOR- EDUCATION, THE PGA

As we step up our education offering to PGA Professionals through our new CPD Platform, PGA Learn, this will be the year that PGA Members take full control of their career pathway. The last 12 months have seen many of us operating in a vacuum, starved of professional impetus and lacking in the ability to move forwards.

But it has given time for reflection and we are seeing an increasing demand within society for specialisation

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and highly skilled workforces in all sectors. Golf is no exception. Demands of employers and consumers – especially the new generation of golfers- are changing at a rapid pace. By completely revamping our professional education offer and providing it in a an easy to use, attractive digital environment, I predict 2021 is the year that PGA Members fully embrace the importance of learning, sharing best practice and continually developing their skills.

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F E AT U R E

MARTIN WILD, CHAIRMAN OF THE BRITISH GOLF INDUSTRY ASSOCIATION 2020 will go down as the most complicated and challenging year for the golf industry ever and one we will never forget. From the point the government put the country in lockdown and without knowing any end date, the golf industry like every other industry went into ‘crisis management’ mode.

By the middle of April I think all of us felt like we were staring into the abyss, with the reopening of golf nowhere in sight and literally no sales other than practice aids and garden nets sold online, there was a general feeling that annual sales could fall by as much as 50%. Globally all brands were cancelling orders with suppliers in order to recalibrate their financial forecasts, the future looked bleak.

In the background, here in the UK the All-Party Parliamentary Group for Golf (APPG) was in constant contact with government to push the case for golf to be re-opened as soon as the strict lockdown guidelines could be relaxed. The efforts of everyone in that group and the part they played in what became an amazing year cannot be underestimated. On May 13 we became the first sport back and literally golf exploded. At this point I would like to congratulate every PGA Professional for the way they managed those initial weeks. They literally had to do everything, from administering and policing tee times and social distancing, to trying to get their business back up and running. Their versatility and adaptability were amazing.

The latent demand for golf was just incredible. For years I have sat on the BGIA Executive Board debating how do we grow the game- if anyone had suggested ‘let’s have a global pandemic’ I think the men in white coats would have been called. The demand for product was literally off the scale and I must applaud all my industry colleagues for the excellent job they did in meeting in both customer and consumer demands, the likes we have not seen since the mid 90’s and early 2000’s.

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Many people ask me if this growth in our game can continue, and although answering that question in the middle of yet another lockdown should make me more hesitant, I am, however, confident that if we can get the golf courses re-opened by the end of February we can maintain the momentum.

There are some amazing new product launches from the brands that will really stimulate the market and I know all PGA Professionals are just raring to get back to doing the job they love. Although there some outside factors that will continue to create challenges for our game, on the flip side I think more people will spend money on healthy outdoor leisure pursuits and golf can grab a large portion of this. I also think working from home will become something of the norm, and that change in policy in 2020 saw a massive resurgence in evening golf, as golfers could shut their laptops and be at the club in minutes, rather than face a long commute home.

Trying to forecast the future of golf is not easy. The challenges we faced before the pandemic have not totally gone away. We have an ageing demographic and a lack of diversity, albeit I have been encouraged by the number of younger men and women from all backgrounds taking up the game. We had seen a decline in our junior and youth memberships, and this is something the BGIA are trying to address. We have submitted a proposal for a Youth Engagement Scheme (www.bgia.org.uk/YES) to all the governing bodies and the response so far has been very favourable. Golf can play a significant part in a youngster’s development, the game teaches great values on etiquette and behaviour both on and off the course, it also enhances social skills and the art of conversation, by mixing with adults early in life. Our youth have never faced a more challenging time and golf can be a real force for good and become part of the solution. I personally will never forget how much golf; the golf club and the PGA Professional influenced my life in my teenage years.

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F E AT U R E

RICHARD PAYNE, DIRECTOR, SPORT MARKETING SURVEY If you want one word to sum up golf in 2020, try ‘resilience’. After course closures in April and May because of Coronavirus, the global golf industry could have been excused for feeling slightly ‘Eeyoreish’ at the start of the summer.

Instead, golf went into overdrive when courses reopened.

By the end of Q3, rounds played across Great Britain had recovered to the extent that they were up 7% year-todate against 2019.

Looking to the immediate future, strict ongoing lockdowns are, sadly, likely to mean continued restrictions. Even when courses reopen, border closures and the need for potentially cost-prohibitive tests and quarantines will continue to affect golf tourism.

Equipment manufacturers will hope that there is some good news by the time the Masters, and a key spring selling season, comes around.

In the medium and long term, there is scope for optimism. The working from home genie has been let out of the bottle and plenty will take advantage of flexible hours or reduced commutes to spend more time on their hobbies and passions. At the same time, lockdowns have provoked reflection on what is important in their life. For many people that means time in the fresh air, exercising and socialising with friends and family. What better game could there be than golf to meet those requirements?

As life reopens, there is an extraordinary opportunity to introduce new golfers to the game. Domestic tourism

could expand in the medium term, as lockdowns ease, but foreign travel logistics remain complicated. At the top of the game, the strategic alliance between the PGA Tour and European Tour promises new opportunities for media coverage and content generation, while back-toback Ryder and Solheim Cups in the Autumn promise a potentially expanded shoulder to the golf season.

To capitalise, golf businesses will have to be canny.

Throughout 2021 and into 2022 there will be a trade-off to be made between the temptation to increase green fee pricing based on high demand and erecting barriers to entry. Facilities, brands, and governing bodies will have to be creative to encourage ongoing play with friends and family. It is good news in that sense that in Great Britain, pre-pandemic, the number of female players in 2020 reached 452,000, the highest since 2011.

The overarching positive for golf in 2021 is that, according to consumer insights from our own research, 76% of golfers feel extremely safe playing the game.

There are valid arguments that the severity of the current crisis makes case-by-case exemptions for individual sports problematic, but equally, sport can and must be part of the short, medium, and longterm solution. It is too important to public mental and physical health not to be. And as governments across the world weigh up the evidence, the lesson from 2020 is that golf can expect to rebound fast as soon as the pins go back in.

PAUL HEDGES, CHIEF EXECUTIVE OF FOREMOST GOLF Before I offer my thoughts about the future of golf in 2021, we should recognise and reflect that many have and will continue to pay the ultimate price to this pernicious virus so if, as it seems, golf comes through this pandemic in better shape than it went in, we should not forget the cost and temper our optimism with a recognition of how lucky we are to have come through it.

Reasons to be Cheerful, Part 3. Unless you are as old as me you may not recognise the title of the Ian Dury and the Blockheads song, but I think, rather like its main lyrics, we have reasons to be cheerful one, two, three.

Firstly, I believe that golf can be proud of the way

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it has dealt with the challenges of Covid-19, providing a safe and healthy environment for millions to enjoy this great game while helping their fitness and health. And possibly for the first time all the golfing bodies have supported that same agenda.

The PGA and others have worked hard over the past few years to extol the health benefits of golf and for all the terrible things this pandemic has caused one ‘reason to be cheerful’ is that more people than ever got that message.

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F E AT U R E After the first lockdown, the bounce back, which was driven by regular, returning, and new golfers, was massive, creating huge increases in rounds played and a renewed recognition of the benefits of being a club member.

This also generated a substantial increase in demand for coaching and golf equipment, with custom fitting leading the way.

While some regular golfers played more often, research in the USA – which I think it is the same in the UK – suggests that while some played even more, a bigger percentage played less. As restrictions ease there is still therefore capacity for continued increase in participation, with some of the lapsed and new golfers continuing and more of the regulars playing again. What was also encouraging in the UK was that the whole industry, especially golf clubs themselves, saw how crucial their PGA Professional is to them, which bodes well for their future. While it is inevitable

that as more competing activities become available some of the new golfers will drift away, there will be a residual effect, so the second ‘reason to be cheerful’ is increased participation for the foreseeable future.

In my capacity as CEO of Foremost Golf and, of course, as a PGA Member of more than 40 years, my prime concern is the wellbeing of all PGA Professionals and the success of their coaching, retail, and fitting businesses. The past year accelerated changes that were already inevitable, like the increase in online business, but the most important thing for me is that, with some assistance from Foremost, our members have stepped up to the mark and have demonstrated just how crucial they are to the future of this great business. PGA Professionals add value to every aspect of golf and, following many years of change, Foremost and its members are better placed than ever to succeed. ‘Reasons to be cheerful, one, two, three’.

EDDIE REID TGI GOLF PARTNERSHIP MANAGING DIRECTOR

With the vaccination programme in full swing and the way golf boomed following the last lockdown I believe there is plenty for the golf industry to be optimistic about.

For starters, if there was ever a time in the golf industry to go into lockdown it’s January and February, the two quietest months for golf retail, specifically the on-course retailer - two months that, historically, if you add together the sales still don’t even match September’s numbers.

Plus, following the crazy time many PGA Professionals experienced after the last lockdown it’s given them a break and chance to take stock of what’s happened over the last year and an opportunity to plan for the year ahead.

It is at this time of year that we start to see the suppliers’ new products, and so far what we’ve seen is very exciting, which can only build the anticipation and excitement ahead of lockdown’s lifting.

Once we get going again, many PGA Pros will find themselves in a positive position. Retailers have probably never had such clean inventory, usually sitting on stock at this time of year desperately trying to clear it before the new products come in. However, with the high sales and the struggles to get stock, retailers have never been in such a clean position going into the season.

So, there’s plenty to be optimistic about. There is no doubt that as an industry golf has dodged a bullet and been one of the few to boom through the pandemic. However, there are still some things to be aware of and plenty of hard work to be done by

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PGA Professionals if they are to make the most of this boom.

There could still be supply chain issues as the world comes through the crisis. Many goods are manufactured in the Far East, which is still playing catch up following the first wave when production shut down for so long. There are some suppliers that might still struggle to get factory time for products to actually be made. Retailers will find themselves in the position where they are going to have to encourage customers to buy product when it’s in stock because it may well be the case that when’s it’s gone, we don’t know when it’ll be available again.

Before we get to that position though the first thing PGA Professionals should be doing, and doing it now, is making sure they are in contact with the management at the club. You should be taking this time to ensure you both have plans in place for the year ahead that will not only help you to make the most of golf’s boom, but how you plan to ensure it’s not a boom-and-bust situation. How will you ensure these new or returning golfers don’t lose interest as the world returns to normal and leave those nice shiny new clubs sat in the garage gathering dust?

The year ahead is one where we need to get ourselves back on track. How long the honeymoon period will last is not easy to predict. So let’s get everything we can out of this year and then by the end of 2021 we’ll be in a far better position to forecast and strategise than we were this year.

I, for one, am looking forward to this year, and I think it’ll be great for all of us.

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I N T E R NAT I O NA L

ADJUSTING TO A NEW

‘NORMAL’ The coronavirus pandemic will have impacted every PGA Member around the world. Many have been forced to adapt to a new way of working, and in some cases, a new way of thinking as the golf industry looks to bounce back in 2021.

While the UK and some parts of Europe found themselves in some form of lockdown once more in the new year, other countries are seeing the light at the end of the tunnel.

PGA Professional speaks to four Members in different countries about how they have adjusted to new working conditions and how they have changed to come out of the pandemic in a strong position.

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Neil Lubbock Golf-Club Pfalz– Germany Business was initially very difficult as the club was closed totally for six weeks. We still had to keep the course in good condition which, to be honest, was easy without golfers.

“At the beginning of last year I joined a new start up golf management company as a partner. My existing projects and new consulting and management contracts either stopped or slowed down. Obviously with the general global panic it has been difficult.

“Golf re-opened under a lot of restrictions in our area. Last summer we had a normal life in general, but obviously due to travelling restrictions it made life difficult for my consulting/ management business.

“Unfortunately, from mid-October, restaurants, shops and clubhouses closed again, but thankfully golf in two balls was and still is open. The situation is now probably more difficult than the first outbreak, but for golf in north Europe, the winter is our quiet time, so the effect is not so extreme as before.

“The club increased the green fee for visitors, started to market our new cart fleet, changed the website and replaced the old hitting mat with a new astro-turf mat. We also bought 10,000 new range balls to improve the practice experience.

“These aspects have greatly increased turnover along with the amount of members and guests who couldn’t travel abroad. Our membership sales also increased due to our better-quality service and club experience.

“The club has been concentrating on improving its golfing experience for the past three years and we will continue to move in this direction. I think that this difficult year has proved we have had the right concept starting with the course renovation and now it’s finished moving into service, marketing and sales.

I am also now, along with my partners, looking at business opportunities in all different aspects of the golf industry so you could say COVID has made us more aware of just how many different services we can offer.

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I N T E R NAT I O NA L

Paul Wilson

Jason Lewis

Laguna Phuket Golf Club – Thailand

Ambrosiano Golf Club – Italy

We entered into a total shutdown of inbound international tourism in Phuket in February 2020. By March, we entered into a total lockdown. There were tight restrictions on how the community could move around the island. This lockdown period lasted six weeks, after which we were allowed to slowly re-open courses under strict health and safety regulations.

Hotels have now been allowed to re-open, however inbound international travel is tightly controlled. This resulted in mostly single digit occupancies over the last 10 months. Due to these effects on our business and the need to control expenses, we have had to reorganise our teams and all associates are experiencing reductions in salary and working hours.

This situation has accelerated change across our businesses, including our organisational structure and our use of technology. We have reduced certain areas of manning by focusing on retraining associates to be more multi-skilled and able to work in multiple areas. As we progress into 2021, we are looking at ways technology can help streamline our operations – such as mobile and touch screen functions for reservations and check-in, or restaurant menu ordering.

Due to restrictions on international travel, we have turned our immediate focus to the domestic market. We now produce far more bi-lingual marketing content and continue to test which channels are most effective to our target groups. We have also started redesigning our membership products, as we have seen behavioural changes in the marketplace.

I am the teaching professional at Ambrosiano Golf Club situated in Milan, Italy which has a membership of around 600 members. The first lockdown began on 7th March and ended on 4th May. On 9th May, the course and the practice ground opened.

It was high season the Milanese had been locked up for two months and we were up and running. Business was good.

We did not make many changes; common sense was the biggest factor. At first it was difficult with the masks because of the heat. The summer months saw a kind of pause in the epidemic and we managed.

The play improved on the course, the competitions which at the club we have four every week were kept to 10-minute tee times. The locker rooms were closed and the bar and restaurant were very strict on the social distancing.

Every golfer is obliged to pay €100 for a Federation Card.

All competitions are registered with the Federation so the loophole was they were all considered ‘athletes’. During lockdown, this allowed courses to remain open and golfers could practice for competitions. It also meant that I could teach.

I have changed my lesson routine slightly. After every lesson I take a small five-minute break to clean my hands.

I also take more notes and I am more active on social networking. I keep more contact with my clients. I am happy and lucky to do what I do.

Thomas Rourke Els Club – United Arab Emirates COVID-19 has impacted both the business and my personal life in many ways. The UAE handled the lockdowns and communication of restrictions incredibly well. From all phones sounding off an alarm when the evening curfew was starting, to a complete onemonth lockdown where you were required to login to an app to leave your house for essential tasks.

All golf courses in the UAE were closed for the month of April and since re-opening in May, they have seen incredible increases in business levels. All courses opened with COVID-19 guidelines enforced and regular governing authority checks taking place to make sure the rules were being followed.

Troon Golf were a massive support during this period with daily online calls to discuss best practices and offering the entire team a wealth of knowledge and resources to safely re-open and to operate the facility. We still have a bi-weekly call between Troon Golf and all of its general managers in the region to keep on top of this. The support really has been incredible!

Personally, I went through a massive career change and advancement during the coronavirus outbreak. Upon re-opening

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The Track, Meydan Golf Dubai to incredible success with the facility fully booked on a daily basis, there was an opportunity at The Els Club Dubai in the position of general manager and I was successfully hired.

We have seen a huge amount of demand and increased business levels. The golf course remains fully booked most days.

We’ve increased the furniture on the outdoor terrace of our restaurant, we’ve added a large outdoor screen to maximise additional revenue from guests wanting to social distance to watch live sport. The downside has been the lack of overseas guests and corporate golf days, which are one of the key components of the business.

Members continue to play more golf than they ever have, and we have picked up an additional 30 new members during this period.

The PGA, with their regular communication and phone calls, Troon Golf, with their incredible support and guidance, has made this very challenging period more manageable on a personal and professional level.

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2020 VISION

‘THIS IS A GREAT MOVE

FROM THE PGA’ Following the launch of the most significant structural change in the Association’s history, we take a look at how the 2020 Vision has been received by Members

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T has been over a month since The PGA’s ground-breaking initiative – entitled 2020 Vision – was successfully launched.

As you can see from the glowing testimonials to the right, many Members have taken the option to join one of the newly created Membership categories.

To recap, the 2020 Vision involved turning one Membership category, that of PGA Professional, into three clearly defined categories (PGA Professional, PGA Coach and PGA Manager) so that Members could choose a specialism that better reflects their role or area of interest. Each category has its

own clearly defined structure and learning pillars, enabling Members to more easily demonstrate their expertise and value. In addition to that, two new Group Membership categories have also been created, called Business Management Group and Club Volunteer by PGA, which aim to bring those working and volunteering in golf under the umbrella of The PGA. In addition, The PGA has launched a new CPD platform – PGA Learn – and the Association is in the process of rebranding the APAL system.

Let’s take a closer look at how The PGA’s Members have reacted to the changes…

HOW TO CHANGE YOUR MEMBERSHIP CATEGORY Members should visit pga.info, go into the Members’ Area, click on PGA Vision 2020 and there will be area there saying ‘Choose your primary category’. From there, fill out a 20 February 2021you | www.pga.info

2020 VISION

WHAT MEMBERS ARE SAYING...

‘WHY I JOINED BMG’ Richard Payne, Director at Sports Marketing Surveys, on why he signed up to the Business Management Group...

Why have you have joined BMG? Having worked with The PGA for over a decade and been part of the initial research, I felt that the direction and aims of The PGA were something that I wanted to support and be a part of. The BMG offers a platform for the golf industry to network, exchange ideas and learn under a professional umbrella association that carries a lot of gravitas.

What are the main benefits that attracted you to join?

Networking and personal development. This is the first industry-wide formalised group which aims to bring together individuals from all areas of the industry and that was an opportunity not to miss. I have been impressed by the amount of virtual development tutorials and I will definitely be taking advantage of this resource.

What are you expecting to get out of it?

Eventually I would love the group to be an area where like-minded individuals can share ideas and discuss the challenges of the industry. It would also be great to see people face to face eventually, share a beer and pick up some new research opportunities.

Why is BMG important for the industry?

An opportunity to discuss, debate and share thoughts and knowledge is a good thing and formalising this in a group with clear objectives will, hopefully, bring the industry closer together and lead to initiatives for the good of everyone. Understanding the challenges of all stakeholders and finding common, unified goals is how we can keep the sport growing.

How important is it for you to align with The PGA? Being aligned to The PGA is one of the attractions of the BMG because it is a well respected body. This sort of initiative needed to be led by such an Association and hopefully this will be one of the keys to its growth and success.

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2020 VISION

2020 VISION: Our panel of experts were on hand to answer your questions about the 2020 Vision in the latest PGA Live webinar. Read below to see what was discussed. If you have a question for us, please email 2020vision@pga.org.uk and we’ll do our best to answer. You can also take a look at our FAQs page on the website that we are regularly updating: www.pga.info I have been filling out a current APAL form. Should we wait for the new form?

Tristan Crew, Executive Director – Member Services, said: “I would encourage you to wait for the new forms.

We are going to get them out as soon as possible. The forms will be different and the process will be different, but reflecting on your career and looking at what you have done in certain parts of your career and gathering that evidence together from an impact and achievement perspective will be exactly the same. Actually having it to hand to put into the form when it comes, you can be doing some preparatory work now in that regard. I would suggest don’t put it into the actual form; wait for the new forms to come.”

From my understanding of the new membership categories, 80 or so roles that came up from the survey have been

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split across the three different categories. What if your role straddles some of these lines?

What if you want to

transition/ apply for a role that your CV says you are qualified for but your membership categories suggest you are not i.e. coach to manger or vice versa?

Tristan Crew said: “It’s a really good point. What we have tried to do is recognise 80 different roles – and we are never going to cover them all – and to

provide some greater transparency to the industry to understand where the skill sets lie. You can have a primary and secondary and indeed a tertiary category, but mainly primary and secondary. We don’t see too many pros across all three categories.”

How will I be able to use my categories?

Tristan Crew said: “What you will be able to do on the CRM system is put in your primary category and your secondary category. You will be able to use the brands that you have registered and applied with us to use. So you may have your primary as a PGA Professional and you may have your secondary category as a PGA Coach, or vice versa. Or you may be a PGA Manager and you keep your PGA Professional as a category. What that means to you is that you can use both brands and use them where and when you want to in the environment that is most suitable for those brands to be used. I think this is a massive step from The PGA’s point of view. Giving the band and the letters of The PGA to Members is something hugely significant and is something over the years, previously, we have only kept for the corporate logo. We really want to encourage the Members to use the brand and we can associate the brand with the excellence of our Members. It just raises

the exposure and quality standard.

Hopefully, people will use these new brands – the Manager, Professional and Coach.

Just be safe in the knowledge that you don’t

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2020 VISION

YOUR QUESTIONS AND OUR RESPONSES have to delineate yourself or exclusively use just one. If you have skills that are cross category, you will be able to use those brands as appropriate.”

How do you move up the APAL process and is it by getting CPD points?

Tristan Crew said: “The two are distinctly separate. There are no CPD points anymore; it is now about self-accreditation. In order for you to apply for APAL, you will have to be accredited as a Pro. You will have demonstrate that you have done your 15 hours and then you apply through the APAL system to get recognised as Advanced, Specialist and Master, or Senior, Executive and Master. So you apply through the new system. The two are distinctively separate, although slightly interlinked by the fact that you will have to be accredited to apply for your APAL process. All this information is on the website.”

Is PGA Learn open to Club Volunteers?

Robert Maxfield, Chief Executive, said: “Well, it depends on what category of PGA Learn. You can pay a higher price and access more information or pay a lower price – £99 – and access very little information.

The idea is, yes, PGA Learn is available because, ultimately and hopefully you have read this through our

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PGA 2020 Vision, we do want to educate, develop, support and, as I keep describing it, get more people in the ‘PGA Tent’ so that we can all start to do things as we are doing now – share thoughts, ideas, ask questions of each other, challenge each other and give information to each other through the forums and have people debate different things.

So yes, we are providing some access there.”

If a PGA Professional does some form of CPD that is outside of PGA Learn, how do they make sure that CPD is reflecting on their profile?

Dr Paul Wiseman, Executive Director – Education, said: “They simply just go to their profile and upload it. There will be some form of drop-down list where they identify the type of training it is, the number of hours and what it entailed. They can upload documents relating to that

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training so it is stored within their personal profile. Any training or activity taken outside of the PGA Learn can very easily be uploaded and you can store relevant information and qualifications.”

THE NEW APAL SYSTEM Tristan Crew, Executive Director – Member Services, said: “APAL is the ability to be recognised in a hierarchy of specialisms depending on the impact and achievement you have had in your career. It has been criticised over the years for being very convoluted, extensive, having to produce reams of paper and information to then go to a council to be recognised. We are trying to produce a much slicker, more transparent and easier to complete process. Advanced Fellow and Fellow are no longer in existence; they have been replaced for Coach and Professional by Advanced and Specialist. And for Manager: Senior and Executive.”

DON’T FORGET ABOUT PGA LEARN Dr Paul Wiseman, Executive Director – Education, says: “PGA Learn is embedded in the website and you simply log on using your username and password. For those people who have not explored it, I would urge you to do that. We have got 700 different assets or elements of content on there, so it’s a substantial amount of information – all golf specific and all relevant to the new PGA categories, including the Club Volunteer and Business Management groups.”

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CYBER SECURITY AWARENESS

ARE YOU CONFIDENT IN YOUR CYBER SECURITY SET-UP? TEL: +44 345 565 1953 WEB: www.silverbug.it

ADVERTORIAL

HELPING ROYAL NORWICH

MAKE HISTORY W

hen Royal Norwich moved to its new, revolutionary home – becoming the first royal club in history to relocate – it wanted every aspect to create the ultimate modern customer experience.

From a new membership structure to an on-site micro-brewery, it is a golf club reinvented.

When it came to golf vehicles, there was only one option: to invest in a new state-of-the-art Club Car fleet, complete with lithium ion battery technology and market-leading Visage technology.

The 24 Tempo Li-Ion electric cars, supplied by local Club Car dealer Ben Burgess, have been customised with a bespoke factory-order colour, stylish alloy wheels, upgraded Premium Comfort seats, as well as useful features such as USB phone chargers.

“They are fantastic,” said Danny Chapman, Operations Manager at Royal Norwich. “The new cars are much lighter, so the ground is far more protected with these than with older models – something which is very important on our new courses.

“There’s a big difference in the condition of the fairways, even when the weather isn’t great, and having Visage means we can map the course and create no-drive zones. It’s safe to say they have been a huge hit with the greenkeeping team.”

The lithium ion battery technology, boasting 25% more range on average than other fleet Li-Ion cars, has also made a major impact at Royal Norwich.

“We’ve noticed a significant increase in range, which makes a big difference operationally,” said Chapman. “The batteries mean we can turn the cars around for the afternoon without having to worry about recharging.

“Plus when visitors and members walk in and see all the cars lined up, it’s so impressive. There’s a wow factor. We went for a unique colour – Mocha – with cream Premium seats for comfort and overall experience.

“In terms of style, comfort and reliability, Club Car comes out on top. They tick all the boxes. And, as always with Club Car, the customer service is second to none.”

To find out more about how Club Car’s automotive-grade lithium ion battery can save you money and staff time and improve the overall performance of your operation, visit www.clubcar.com.

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The Tempo LI-ION’s lighter frame creates less impact damage to the new courses at Royal Norwich

Key benefits of the Tempo Lithium Ion ● Saves 50% in electricity cost ● Charge 2 x faster than lead-acid batteries ● Lighter with optimised suspension for less impact damage to turf ● Holds charge for multiple rounds ● Best-in-class hill-climbing power ● Increased reliability

Royal Norwich’s Club Car fleet in a bespoke Mocha finish and Premium Comfort seats

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: s s i l l A r e t e P F E AT U R E

A TRIBUTE Peter Alliss proved the man with the Midas touch in the world of golf. Adrian Milledge looks back on the celebrated PGA Member’s long, varied and hugely successful career.

Broadcaster, author, golf course designer, tournament winner, Ryder Cup player, the career of Peter Alliss was as varied as, spanning eight decades, it was long.

It had begun in 1947 when he turned pro at the age of 16. Initially Peter worked as an assistant to his father, Percy, the head professional at Ferndown Golf Club in Dorset and, as a portent of what was to follow, revealed his ability as a player by winning the PGA Assistants’ Championship in 1952.

The following year he finished third in the Irish Open and made his debut in the Ryder Cup at Wentworth after impressing during a series of trial matches arranged

by The PGA. Alliss senior had played in three Ryder Cup matches, his son was to participate in eight. And when Great Britain and Ireland prevailed in 1957, they became the first father and son to both play in and win the Ryder Cup. If more proof was needed that golf is a key component in the Alliss genes, Peter’s elder brother Alec and his first son, Gary, provide it.

Born in 1954, three years before his father left Ferndown to join Alec as joint-head pro at nearby Parkstone Golf Club, Gary has twice captained the Great Britain and Ireland PGA Cup team and attained the Association’s highest honour,

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that of Master Professional.

His formative years coincided with his father becoming one of the finest European players of the postwar period.

He won more than 30 tournaments worldwide, a tally that included a trio of triumphs in the PGA Professional Championship and winning the Italian, Spanish and Portuguese Opens in three successive weeks in 1958.

He also played in the Open on 24 occasions, achieving his best finish at Royal Birkdale in 1954 when he was four shots adrift of Peter Thomson, the champion; he represented England 10 times in the World Cup; and was twice winner of the Vardon Trophy as the leading European player of the year.

For Gary, who has become one of the game’s foremost coaches, there was no mystery or hidden ingredient involved in his father’s success.

“He hit a golf ball so well and so straight,” he recalls. “It was so simple. He always said he was fortunate and never found the game difficult. His view of hitting a golf ball was that it had a flat back.

“He pictured it as not being round but more the shape of a bullet with a flat backside which you smacked. He said as long as you pointed it and yourself in the right direction there was never

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really any thought that it would go anywhere else other than where you intended. That’s the way he played.

“It was extremely simple and, in my opinion, on the rare occasions he did get into trouble he was one of the best bunker players we’ve ever had.”

If there was a suspect component in Peter’s golfing arsenal, erratic putting was a candidate towards the end of his playing days.

Indeed, it was a mark of his ability to be self-deprecating and not take himself too seriously that his car bore the personalised number plate PUT 3.

“He did have a weakness especially in the latter years,” confirms Brian Huggett OBE, a fellow PGA pro and Ryder Cup team-mate whose father succeeded Percy Alliss as the head assistant at Royal Porthcawl.

“He could be poor on short putts and got to be known as a bit of a yipper on the three-footers. But he holed a lot more middle-distance putts and was very dangerous from 15 to 25 feet.

“Overall he was a fine all-round player and we competed for 12 to 15 years, often head-to-head.”

Those duels ended when Alliss retired from competitive golf at the relatively young age of 38.

“His view was always that he would never play competitively beyond his 40th birthday,” adds Gary.

“He enjoyed winning and the benefits of it. But when you weren’t winning, he said it was gut-churning and when he could get out of playing he was determined to get out. He was always interested in more things other than playing, although he did not really know what.”

PETER ALLISS – FACTOIDS Peter Alliss was born in Germany in 1931 when his father Percy was the pro at the Wannsee Golf Club, Berlin. He weighed in at an astonishing 14lbs 11ozs, a European record at the time.

He helped Sean Connery prepare for the match between James Bond and Auric Goldfinger in the movie Goldfinger at what is now Stoke Park Golf Club.

He wrote more than 20 books on golf and contributed to several magazines. He also worked for ABC in the USA, as well as the Australian and Canadian Broadcasting Corporations.

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He was the first president of the European Women’s Professional Golfers’ Association and president of the British Greenkeepers’ Association.

He was a keen supporter of several charities. The Alliss Invitational has raised more than £1m to provide wheelchairs and walking aids for children with disabilities. He also supported the Wildlife Ark Trust (saving the red squirrel).

He turned down an appointment as Officer of the Order of the British Empire (OBE) for services to golf.

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A WAY WITH

WORDS

A collection of some of Peter Alliss’s most memorable lines On the weather in Scotland “One of the good things about rain in Scotland is that most of it ends up as scotch.”

On Tiger Woods posting 81 in the 2002 Open “It’s like turning up to hear Pavarotti sing and finding out he’s has laryngitis.”

On the head-to-head between Nick Faldo and Greg Norman in the final round of the 1996 Masters “Look at that. Faldo looks a young man again, and poor old Greg, well he looks ready for his bus pass.”

On the rough during the 2003 Open “Looks a bit like Jurassic Park in there.”

On someone shouting ‘get in the hole’ “Oh, he’s here again. Chloroform please nurse.”

On the TV show Countdown “I was watching Carol Vorderman on Countdown last week and I got aroused. Seven letters – not bad for a boy who left school at 15.”

On the game of golf “It is not a matter of life and death. It is not that important. But it is a reflection of life, and so the game is an enigma wrapped in a mystery impaled on a conundrum.”

On the Ryder Cup “It would be very easy to drool with sentimentality over the Ryder Cup. But, at the end of the day, it is simply two teams trying to knock seven bells out of each other, in the nicest possible way.”

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F E AT U R E

A PROUD PGA MEMBER “Peter Alliss never forgot his roots as a PGA Professional despite his high-profile standing in the world of golf or successful career as a player,” reflects Robert Maxfield, the Association’s chief executive.

“He was a proud PGA Member and never missed an opportunity to fly the flag for the Association.”

In addition to being a PGA Member for more than 70 years, Peter was a member of a select quartet.

Aside from The PGA’s founders, J H Taylor, Harry Vardon and James Braid, who held the role 11 times collectively, Peter is one of just four Members to captain the Association twice.

He emulated his father, Percy, when he became Captain in 1962; his second term in 1987 coincided with The PGA undergoing a period of transition.

Three years earlier The PGA and the European Tour had become separate limited liability companies, which meant by law the Association had to be run by an elected board of directors.

The five-strong board included the Captain and Peter had a more hands-on role in the Association’s affairs than he had previously. Not least the appointment of the Association’s executive director.

“Colin Snape, the executive director, had just left when Peter took over,” recalls Alan Walker, a PGA Master Professional and former Captain.

“I was on the board of directors at the time and Derek Nash, the chairman, and I met with Peter to interview and appoint his successor, John Lindsey.”

Lindsey was succeeded by Sandy Jones in 1991 and Peter proved a helpful sounding board and source of advice during his subsequent 26 years in the role.

“We often shared thoughts and he was a great help to me, especially during my early days in the job,” Jones recalls. “He was always willing to advise, relating things that had happened in the past and how things could be viewed.

“And he always tried to grow the game and was very positive about the Association and its Members.”

To that end Peter was instrumental in the Llandudno Trophy becoming the prize for the winners of the PGA Cup; and in 2010 he became a trophy recipient himself when presented with The PGA Recognition Award for his outstanding contribution and commitment to golf.

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THE VOICE OF GOLF A time-honoured truism that life is what happens when you are making other plans proved particularly apposite when Peter Alliss retired as a player.

“His intention was to follow in his father’s footsteps as a traditional golf club pro,” recalls Gary Alliss.

“That’s what father said retired tournament players did and he was no different.

“He’d seen his father finish his career and felt being a club pro was a wonderful job. He loved what life for a club pro was all about mixing with his members, playing with them in local events. That’s what he planned to do.”

Those plans, however, had been jeopardised a handful of years earlier at Royal Birkdale when the BBC approached him at the end of his round in The Open to venture into the commentary box and describe how the course was playing.

He was paid six guineas (£6.30) for his insight but, more portentously, had sown the seeds that matured into him succeeding his great friend Henry Longhurst in 1978 as the BBC’s lead commentator and a dalliance with show business.

His TV programmes ‘A Round with Alliss’ and ‘Pro-Celebrity Golf’ attracted many of the biggest entertainment and sports stars of the 1970s and ‘80s, such as Jimmy Tarbuck, Terry Wogan and James Hunt, the racing driver, and brought the game to a wider audience.

“He definitely put golf on the map by showing the famous playing the game and bringing it to people in their living rooms,” says Alan Walker, a Master Professional and, like Peter, a former PGA Captain TV fame can be transient, of course, but Alliss’s ability as a commentator ensured he continued to provide the soundtrack to many of golf’s most prestigious tournaments and memorable occasions, most recently and, sadly, for the last time at The Masters in November 2020.

Andrew Cotter was on duty with him on that occasion and recalls the first time they worked together.

“His was the voice that kept me company for so many hours watching golf growing up, so to get to work with him was a thrill.

“It was intimidating at the start.

Not because of anything he did – he was from the start very kind and helpful – but because of who he was.

“And with every broadcast he offered a lesson – simply by watching and listening to him I learnt what good timing and a turn of phrase can do.

“His wit was always on display.

I remember the 2015 Walker Cup at Lytham, where America’s captain was John ‘Spider’ Miller and I had this geeky detail about the origin of his nickname. Apparently, his family owned a grocer’s and when he was a child, he would constantly climb the shelves – hence ‘Spider’.

“I thought I would bring this up

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COURSE WORK

in coverage and during the first day’s play I said: ‘Now Peter, do you know why he’s called ‘Spider?’’

And he came back straight away: ‘Because he can’t get out of the bath?’ It was delivered so quickly and so perfectly.

“His descriptions would capture perfectly something that others could not put into words. And often it was the pictures that were not of the sport itself that best showcased his talents. Somebody swimming in the cold North Sea, a dog loose on a fairway.

“He was an observer not just of golf but of life. In a long, drawn-out sport, that gift was priceless.”

Cotter’s views are echoed by Clive Clark and Ken Brown, two former Tour players who worked alongside Alliss in the commentary box for almost 40 years between them.

“Peter was great to work with,” says Clark, who played in the 1973 Ryder Cup. “In my view, in terms of golf commentary Peter was on another level compared with anyone else on the planet. I think a lot of people would agree with that.

“Few people have the whole package which Peter had. He had the looks, the voice, the wit, the charm and the words.

“And he was very quick in terms of the camera panning away from the golf course and spotting something unconnected with the game. He always had the right words and gave everybody a good chuckle. It was great for the game and it lightened a long broadcast

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– we were often on the air for four or five hours.”

As in the case of his personalised PUT 3 number plate, Alliss was self-deprecating about his career and ability to entertain and inform TV viewers.

On being inducted into the Golf Hall of Fame in 2012, he claimed: “I’ve done very little in my life, just waffled a lot.”

Brown, who was a member of BBC’s 2020 Masters commentary team working with Alliss, disagrees.

“When you were working with Peter there was no doubt you were working with the best in the business,” he says.

“I don’t think there was any commentator who was more popular than Peter Alliss, right round the world. Everyone enjoyed listening to him.

“He didn’t rely on facts and figures but described what was in front of him. It just came naturally to him. Sometimes he would have a note on his drawsheet about something he wanted to say but it was rarely about the golf.

‘Bananas’ was one – he wanted to explain how people were opening bananas at the wrong end!

And he had a terrific memory – he would store good lines in his head and they would be there when he needed them. He would hang on to them for years until the right moment to deliver them occurred.

“He was the Tiger Woods of the commentary box and managed to do it for almost 50 years as well.”

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Peter Alliss was party to the design of more than 70 golf courses, working in tandem with two former Ryder Cup players, firstly Dave Thomas and then Clive Clark.

“Peter and Dave were a double act,” says Alan Walker, a Master Professional, onetime PGA Captain, and fellow course designer.

“Peter was the entrepreneurial door-opener and set up the deals and Dave saw them through.

They both learned their trade from Bernard von Limburger, a German course architect.

Thomas was also a former PGA Captain and the pair’s most famous creation of the 50 courses they designed, is arguably the Brabazon at The Belfry (above), the stage for four Ryder Cup matches.

Their portfolio also included La Baule in Brittany, France, Yamasukra in the Ivory Coast, and the stage for this year’s PGA Professional Championship, the Landsdowne Course at Blairgowrie in Scotland.

The partnership with Clark, who played on the Tour for a decade before becoming head pro at Sunningdale, had its origins in the BBC commentary box.

“I was with the BBC for 18 years – I didn’t miss a live event for all that time – and we worked alongside each other,” Clark recalls.

“I had trained to be an architect to design buildings in my late teens and had an interest in course design.

“I knew Peter had stopped working with Dave and I asked him what his plans were as I was looking to get involved with course design. I could draw and create plans because of my background in architecture.

“He said it was a great idea, let’s go. It was a good time and we got a lot of work very quickly.

There was a lot of demand at the time – Peter had a huge name and I was on TV as well – and it took off.

“Our skills complemented each other, we combined very well. I did the drawings because that’s what I had learned to do. That’s where my skills lay. And when you’ve been as good a player as Peter, you understand golf and that was very important.”

The upshot of the partnership was 22 golf courses, including Brocket Hall in Hertfordshire, and Herons Reach, Blackpool.

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F E AT U R E

ABOVE John Lines and his team from GolfSupport.com

FOUR ROUNDS

IN A DAY?

NO PROBLEM SAY PGA MEMBERS Despite everything thrown at PGA Professionals in 2020 they rose to the challenge in more ways than one. Taking on Prostate Cancer UK’s Big Golf Race raising thousands to help beat prostate cancer – the most common cancer in men – showed great things can be achieved when we all pull together.

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F E AT U R E

From trainee pros to YouTubers, retail specialists to former European Tour winners, Prostate Cancer UK’s Big Golf Race provided a fantastic new platform to help beat a disease killing one man every 45 minutes in the UK - on average the time it takes to play three holes of golf.

While best completed in June, a four round, 72 hole marathon challenge can also be accomplished in October. Just ask former European Tour pro Andrew Murray, who together with his friends from Your Golf Travel helped raise over £4,600 at Lymm and Sunningdale Heath golf clubs respectively.

Light may been fading fast by mid October but the Cheshire based pro and his team squeezed in an epic effort just in time.

“We tee’d off at 7.10am, and played continuously until 6pm with PGA pros Andrew Richardson, Mike Donaldson, their partners, the men and women’s captains from Lymm all joining in. It was great to see the members allowing us to

Big Golf Race challenge. Studying to become a PGA pro, Adam took on the challenge raising over £8,900 following the heart breaking news about his Dad, Roger, who was diagnosed with advanced prostate cancer aged 64.

Adam Hawkins, Studley Wood Golf Club

play through and chipping in to our fundraising total as we went. A great community effort.”

While Andrew has supported Prostate Cancer UK, an official charity partner of the PGA, for a number of years in honour of his great friend, mentor and fellow PGA professional Brian Neild; 2020 was also the year for Oxfordshire based trainee Adam Hawkins sprinted to victory in an astonishing 5 hours and 32 minutes to complete his own

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PGA Advanced Professional and Managing Director of golf superstore GolfSupport.com John Lines has also shown fantastic support. John lost his father, Bernard, to prostate cancer in August 2019, just five months after he was diagnosed.

Now John uses his passion as a way to honour his dad. His team have raised over £30,000 including £4,700 completing the Big Golf Race on a course in Nottinghamshire over 7000 yards long! Fellow

#makinggolfhappen

ABOVE Former European Tour player Andrew Murray

GolfSupport.com pro Richard Candlin also joined PGA pro and YouTube star James Robinson for his own challenge involving donating for every birdie made.

“Golf is the perfect fit. You couldn’t get a more perfect demographic for the work Prostate Cancer UK do. And the support of golfers like Danny Willett is fantastic, and The Big Golf Race is excellent,” said John Lines whose fundraising includes making a donation to Prostate Cancer UK for every retail purchase completed via his company.

In tough times for everyone PGA Members taking on The Big Golf Race have made a fantastic contribution to help fund lifesaving research to deliver better diagnoses and treatments to stop prostate cancer – now the most commonly diagnosed cancer in the UK. This year the challenge will be back and also includes a 36-hole ‘half marathon’ challenge this summer.

To join the fight with Prostate Cancer UK when golf returns in your area visit prostatecanceruk.org/golf or email golf@prostatecanceruk.org 31

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PREPARE FOR LAUNCH! New gear for the New Year TRADE NEWS All the latest industry insights The PGA Professional

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RETAIL

XPOS’s new Caddie App unleashes sales boom 33

T R A D E / R E TA I L

LAUNCHPAD Your guide to the latest gear from golf’s best-selling brands

Titleist Pro V1/Pro V1x

Ping G425 irons The G425 irons blend distance with forgiveness to create a game improvement iron that is ideal for midhandicappers. Although the blade length is shorter than the G410, the G425 boasts a 3% higher MOI – 11% higher than the G400 – due to weight savings from the face that have been moved to toe and hosel weights, which expands perimeter weighting and tightens dispersion. They feature a variable thickness face which increases flex to launch shots higher and farther, while retaining stopping power to hold greens.

A back badge soaks up excessive vibrations, while the heads feature a hydropearl chrome finish. Available in 4-LW in Standard, Power Spec and Retro Spec lofts, the wedge grooves are precision milled to enhance control, while the grips are offered with free Arccos shot-tracking technology.

RRP £129/£139 (st/gr) per club

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Twenty years after it launched the very first incarnation of the Pro V1, Titleist has unveiled the latest generation of the world’s best-selling golf ball. Promising ‘longer distance, more greenside spin and control, and softer feel’, it also offers higher ball-to-ball consistency. Performance gains have been achieved with a new softer compression core, a more flexible casing layer, a softer formulation for the urethane cover, and a more aerodynamic dimple layout which is specific to each model.

As with previous iterations, the Pro V1 flies lower than the Pro V1x, with a more penetrating ball flight, and offers a slightly softer feel. They are offered in white and optic yellow colours.

RRP £50 per dozen

FootJoy HyperFLX glove

FJ’s new HyperFLX glove features a cabretta leather palm that provides a soft, comfortable feel, along with water and perspiration resistance, while a vented FiberSof material on the back of the hand offers added breathability. A mesh along the knuckles increases moisture control and improves fit consistency, while an angled Velcro closure tab gives it a tailored fit. RRP £18

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T R A D E / R E TA I L Odyssey White Hot OG putters

Callaway Apex irons

Odyssey’s White Hot OG putters feature the original formula for the White Hot insert that first came out 20 years ago. The line-up comprises eight models – 1, 1WS, 2Ball, 5, 5S, 7, 7S and Rossie – which combine the benefits of Odyssey’s two-part urethane insert technology with a silver milled PVD finish. They are available with a stepless steel shaft or a multi-material Stroke Lab shaft in a new candy apple red colour, both of which are fitted with a grey DFX Grip. RRP £199/£239 (SS/SL)

The Apex irons are the first forged iron designed using artificial intelligence and is built for distance and accuracy in a playable design. Boasting five-times the amount of tungsten than the 2019 model, it offers higher MOI and more forgiveness, while also creating high ball speeds and increased spin robustness. Other models in the range are the Apex DCB, a forged players club with the forgiveness of a deep cavity back; while the Apex Pro, Apex MB and the tour-inspired Apex TCB are designed for stronger iron players.

RRP £1,099/£1,399 (st/gr)

Ping G425 Crossover Available in 18°, 20° and 22.5° lofts, the G425 Crossover, which is a long iron replacement and as well as ideal for those that don’t get on with hybrids, boasts a thinner face than its predecessor and an enhanced internal geometry to hit long, high-flying shots that land softly. Forgiveness is increased by weights in the toe and hosel that expand perimeter weighting. A black hydropearl finish completes the stealth look. RRP £225

FootJoy HyperFlex shoe

Cobra Radspeed irons The RADSPEED irons feature several unique design innovations, including radial weighting and the first ever 3D-printed medallion. The former improves performance through the placement of a 10g weight in the toe and 3g weight in the heel which enhances speed, clubhead stability and forgiveness and sets up for a high launch. The 10g weight can be lowered to 4g or increased to 16g to adjust swingweight.

The 3D-printed medallion, which sits in the cavity, dampens vibrations and enables weight to be redistributed to lower CG. RRP £749/£849

The Hyperflex boasts a new outsole which allows the shoe to better flex with the movement of the foot. Stratofoam midsole cushioning increases energy return and reduces foot fatigue.

As well as a traditional lace-up model, it is offered with a new Wrapid by BOA Fit System, which wraps the mesh upper around the top of the foot to ensure a precision fit, while providing structured support. The flexible sole features Pulsar LP cleats

by Softspikes. RRP £129.99/£149.99 BOA

TaylorMade SIM2 Max irons The SIM2 Max & SIM2 Max OS irons feature a lightweight polymer that stretches across the back cavity to strengthen the upper part of the face. This works with a flexible Speed Pocket to create a larger unsupported area which leads to a bigger sweet spot and increased ball speeds and distance. Vibration reduced with an flexible internal polymer insert that stretches from heel to toe. CoG is progressively pushed towards the toe through the set to promote a neutral flight. The Max OS model features a wider sole, stronger lofts and greater draw-bias in comparison to Max. RRP £899/£1,049 (st/gr)

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TRADE NEWS

Graham calls time on 44-year industry career Golf industry stalwart Ken Graham has retired after 44 years in the golf industry.

Having started his career on his 19th birthday with Slazenger in 1976, Graham has gone on to work for, and hold senior management positions, at some of the most recognised brands in golf. Ten years at Slazenger during the brand’s heyday resulted in Graham leaving for the Acushnet Group, having risen through the ranks to Golf Sales Manager, while working with players such as Seve Ballesteros, Johnny Miller and Peter Alliss.

Skycaddie uploads online product tutorial videos SkyCaddie has launched a series of online tutorial videos to help golfers and PGA Professionals get a more in-depth understanding of its GPS technology and product capabilities.

The three videos, which can be seen on YouTube, use wellknown golf holes to demonstrate how golfers can save time and shots by using the brand’s new technology, including the handheld SX400 and SX500, plus the LX5 and LX5C watches.

The three 90-second slots, more of which are due out later in the year, includes one on the IntelliPath feature, which is available on the SX400 and SX500, and how it gives essential runout and carry yardages, which are impossible to get with a laser. The second covers IntelliGreen, which enables users to plan shots to the green and discover surface contours; while the third video focuses on the lay-up facility, which calculates where to hit the ball safely when you can’t reach your target.

To watch the tutorials, search for ‘Skycaddie Masterclass’ on YouTube.

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Graham remained with Acushnet for a period spanning 28 years, holding a number of senior sales and marketing positions at both the FootJoy and Titleist brands. During his time at Acushnet, Titleist established golf ball market share dominance, while FootJoy established market share dominance in both golf shoe and golf glove categories, and was involved in the European launch of a number of iconic products, including the Pro V1, DryJoys shoes, WeatherSof gloves, Vokey wedges and Scotty Cameron putters. Graham left Acushnet in 2013 to build the Under Armour golf brand across Europe, where it is currently enjoying rapid growth in different regions thanks to the foundations that he has built.

Graham said: “I have enjoyed 44 years working in the golf business for four exceptional brands. During that time, I have seen so many changes to golf products and to golf retailing, and I feel very lucky to have been involved in such a wonderful industry. I have met so many great people over that 44 years – customers, industry association leaders, players, sales colleagues and more – so a big thank you to you all for helping to make my career in golf so enjoyable.”

Robert Maxfield, chief executive of The PGA, said: “It has been a pleasure and a privilege to have known Ken for the best part of three decades. He has made a huge contribution to the organisations he has represented, as well as being a well-known and extremely popular figure in our industry.

I would like to thank Ken for his contribution to the golf industry and wish him many happy, and well deserved, years in retirement.”

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TRADE NEWS

American Golf becomes retail partner for Legends Tour American Golf has become the Official Retail Partner of the newly rebranded Legends Tour, the senior arm of the European Tour. The agreement also sees American Golf become an Official Partner to four tournaments, including the ICL Jersey Senior Open, the Irish Legends, the Staysure PGA Seniors Championship and the Scottish Senior Open.

American Golf will work help improve the fan experience at Legends Tour events with areas to test out new products, while Legends Tour players will also be on hand to help engage and educate fans in how to enjoy the game and become a better golfer.

American Golf has 97 stores across the UK and Republic of Ireland and currently employs more PGA Professionals than any other retailer.

Gary Favell, CEO, American Golf, said: “We’re excited to be a key partner in such an established tour. The Legends Tour fits perfectly with our vision of inclusivity and making golf accessible to all levels and age of player. We have a loyal following of over 50s customers and we’re looking forward to offering them added value and engagement during the many Legends Tour events.”

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APPOINTMENTS

SRIXON TAKES ON NEW REP FOR N WALES, NW & MIDLANDS Srixon has appointed Nathan Hirst as its new sales representative for the Midlands, Northwest England & North Wales. Hailing from Walsall, Hirst studied golf coaching at the University of Central Lancashire and represented Staffordshire at county level, and previous held roles in golf at The Belfry and for American Golf.

He can be contacted at nathan. hirst@srixon.co.uk or on 07711 558286.

POWAKADDY ROLLS OUT NEW IRISH SALES REP PowaKaddy has appointed Roger Morrow as its new sales agent for Northern Ireland and the Republic of Ireland. He replaces long-serving Area Sales Manager Alan Paterson, who has retired from the role after 21 years. Morrow previously worked as an area sales manager for Ping for almost 20 years, before setting up as a freelance sales agent 15 months ago. He can be contacted via email at roger@morrowgl.com or call 08307 58748.

GLENMUIR EXPANDS UK SALES TEAM Glenmuir has appointed of two new regional representatives to its UK sales team. Helen Miles (Golf Wiser Ltd) is the exclusive sales agent for Glenmuir, Sunderland of Scotland and MacWet in the South East, incorporating Kent, Sussex, Surrey, Hampshire, Berkshire and South London. Helen, who has replaced Abhishek Ruia, who is moving to a new role within the company, can be reached on 07985 296256 and at helen@golfwiser.co.uk.

Meanwhile, Tom Richardson will be responsible for the same brands in the Teesside, Cleveland, Yorkshire and East Riding areas. Tom has extensive experience within golf retail, having worked at Foxhills Golf & Country Club in Surrey and most recently as Retail Manager at Royal Lytham & St Annes Golf Club in Lancashire. He can be contacted on 07826 085746 and at tom.richardson@glenmuir.com.

GALVIN GREEN APPOINTS NEW SOUTH EAST SALES MANAGER Galvin Green has appointed PGA Pro Steve Clarke as its new sales agent in the South East. Clarke, who has more than 25 years of industry experience, having started out as an Assistant PGA Professional, and held sales roles with Wilson and Mizuno, will serve customers across Kent, Surrey, Sussex, Berkshire, Middlesex and Hants.

He can be contacted via email at steve@clarkegolf.co.uk.

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TRADE NEWS

Foresight launches Net Series simulator solution Foresight Sports Europe has added a new range to its SIM-IN-A-BOX simulator solutions with the launch of the Net Series.

Designed so that customers, whether they be coaches, clubfitters or golfers, can experience the most true-to-life golf simulation without the need for a traditional simulator set up, the Net Series offers a choice of Foresight launch monitor, three premium net options, optimised laptop, FSX software, hitting mat and turf, the Net Series can be set up and packed away in a matter of minutes, giving customers total freedom to use their simulator where and when they wish, whether it be a swing studio, living room, spare room, garage, or

anywhere with enough space to swing a club.

“The most important part of any golf simulator is the quality of the technology measuring the golf ball, said Ed Doling, Director of Foresight Sports Europe.

“Without the most accurate golf ball measurement, you’ll never see the same ball flight that you do outside. With the Net Series we are committed to providing the most true-to-life experience, while understanding that flexibility is hugely important and not everyone is able to have a permanent solution.”

For more information, call 01483 319205 or email info@foresightsports.eu.

Scottish Golf Show goes virtual The organisers of the Scottish Golf Show have announced that the two-day event is to be hosted online in February due to the impact of the pandemic.

The show, which is organised by PSP Media Group and supported by VisitScotland, is to be held virtually over the weekend of February 27-28.

The 2021 event promises a mix of content driven by live activities, including interviews, golf lessons, equipment tutorials and videos some of the world’s top golf destinations and experiences. The virtual show will provide the opportunity for golfers to chat directly with key people from top golf brands on their interactive virtual booths. To register for further information, visit www.scottishgolfshow.vfairs.com.

The PGA Professional

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P R O D U CT FO C U S : D R I V E R S

DRIVING SALES

FORWARD With thousands of new and returning golfers taking up the game over the last 12 months, and some technologically advanced new drivers coming to market, there has never been a better time to boost your sales from fitting customers with one of the latest models

I

f only one word could be used to describe the key element that all the new driver launches for 2021 feature it would be ‘forgiveness’.

It’s increasingly hard to get more distance from shots hit out the middle of the clubface when you’re already performing at the legal limit, so while you won’t hear much about COR in the PR blurb for latest drivers, you will read plenty about forgiveness and our old friend MOI. Club designers across all the major brands have come up with a variety of ingenious ways of combining high-strength, lowweight materials to relocate the centre of gravity and max out performance across a larger sweet spot. Carbon composite crowns, even thinner more flexible titanium and steel faces, and a range of material and structural technologies that strengthen the frame of the clubhead, all serve to improve the distance capabilities of common miss-hits – high on the toe, and low on the heel – making bad shots less bad for seasoned tour pros, absolute beginners, and everyone in between.

Sliding weight track systems, a more precise use of tungsten weighting, and adjustable hosels also seem a key continuing trend, with most new models employing at least two of the three to enable players and club fitters to influence and fine tune trajectory and dispersion rates.

Most of the major brands are offering at least three different models, each focusing on a delivering a combination of speed/forgiveness/spin to suit performance demands, while a dizzying array of standard and aftermarket shaft options all serves to make it more important than ever for golfers to get fitted. All these expensive materials and costly technologies come at a price, however, and it is no surprise to see the cost of a premium brand drivers heading inexorably towards the £500 mark and beyond.

This makes it vital that a customer feels like they are getting value for money, not only from the club itself, but also from the service that comes with it, so anything you can do to add value to the driver buying experience must be front and centre in 2021.

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DRIVERS FOR SHOW A quick guide to the latest drivers and their key performance technologies

As with past Ping G series drivers, the G425 comes in several models, including the Max, LST (Low Spin Technology) and SFT (Straight Flight Technology). The 460cc Max (9°, 10.5°, 12°) is the most forgiving, offering the highest MOI of any previous Ping driver – 14% more than the G410 Plus – thanks to a 26g tungsten movable weight which can be position in one of three settings to influence forgiveness and shot shape.

The 445cc LST (9°, 10.5°) deliver spin reductions of 200rpm compared to the G410 LST, with a 17g moveable weight with Draw, Neutral and Fade settings to fit the desired ball flight. The 460cc SFT (10.5°) boasts built-in draw bias and features a fixed 23g tungsten backweight that shifts the CG closer to the heel to promote a right-to-left shot bend of up to 25 yards compared to the G425 Max. All three feature turbulators on the crown for reduced drag and a T9S+ forged face to increase face flexing for more distance, while an eight-position adjustable hosel can alter loft (+-1.5°) and lie (up to 3° flatter) to further dial-in ball flight. RRP £450.

February 2021

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www.pga.info

P R O D U CT FO C U S : D R I V E R S

Titleist’s TSi2 and TSi3 drivers, which launched in October, feature a clubface made from aerospace grade titanium which is strong, yet flexible and increases ball speeds across the entire face. Other improvements over earlier models include reduced drag and an increase in MOI both vertically and horizontally for added stability. The TSi2 features a larger profile and is built for forgiveness, while the TSi3 boasts a more traditional pear shape and features an adjustable weight track to help influence shot shape for more skilled players. RRP £499

Tim Harris, the PGA Head Assistant Professional & Retail Manager at Stoke Park Country Club, talks drivers

TaylorMade’s SIM2 driver is offered in three models - SIM2, SIM2 Max and SIM2 MaxD – all of which focus on offering more forgiveness while maintaining speed distance. The SIM2 delivers low spin and high levels of forgiveness; the SIM2 Max offers mid-to-high launch with mid-to-low spin; while the draw-biased SIM2 MaxD deliverers a higher launch the most forgiveness of the three.

While boasting Twist Face, each feature a variety of new design elements, including a forged aluminium ring, a six-layer carbon crown, a nine-layer carbon sole, a milled titanium back face cup and a heavy rear weight (16g, SIM2; 24g Max, and 22g MaxD). The face of the SIM2 driver is 12% bigger than the original SIM, with the Max and MaxD 5% bigger. New for 2021, a single weight port has been relocated to the outer toe, while the sweet spot stretches diagonally from the high toe toward the low heel. RRP £449.

Cobra’s RADSPEED driver is offered in three models, each one targeted towards a specific player type, but all sharing the brand’s new ‘Radius of Gyration’ technology.

This design feature maximises the distance between weights at the front and the back of the head to increase ball speed, lower the centre of gravity and create forgiveness.

The RADSPEED is the lowest spin option, with adjustable front and back weights; the RADSPEED XB is a more stable and forgiving design, while the RADSPEED XD is draw biased. All three feature a lightweight carbon fibre wrap crown, a CNC-milled face and a T-Bar Speed Chassis for added strength. RRP £369.

The PGA Professional

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#makinggolfhappen

How did your sales of drivers in 2020 measure up against 2019?

Our sales increased by 10% year-on-year. We had quite a few new members join, but most of the driver sales came from our pre-existing members.

What brands of driver do you stock?

Callaway, TaylorMade, PING and Titleist. These brands represent the majority of driver sales in the UK and they have provided us with great support over the years.

Which drivers have been the most popular in your shop over the last 12 months?

Callaway Mavrik and TaylorMade SIM. What percentage of your driver sales are custom fitted? Approximately 90%.

What fitting technology do you use?

Trackman. It’s accurate and offers reliable data and can also be used effectively for tuition.

What are most of your customers looking for from a new driver?

Increased distance and accuracy.

Do you offer trade-in deals or any specific promotions around drivers?

We offer our members the opportunity to ‘Trade-In & Trade-Up’. We sell their current equipment on Ebay, which allows them to use this money as a credit towards a new driver or other hardware.

Which of the new driver models are you most excited about stocking?

Callaway’s new Epic range and TaylorMade’s SIM 2 drivers, as we’ve experienced so much sales success over the past few years from both brands.

We’re expecting it to be a close battle!

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P R O D U CT FO C U S : D R I V E R S

RETAIL TIPS Steve Bird, Foremost Golf’s Eastern Region Business Development Consultant, offers 5 tips to help you sell more drivers Be the expert on the latest technology.

Customers can’t be more knowledgeable than you! Give each member of staff a driver to research. They can then present the features and benefits to the team. Regular presentations on product will ensure a well-informed team of experts that sound slick when talking to customers.

Market your drivers and fitting expertise via email and social media.

Make it clear that YOU are the place to come to for the best advice and a professional fitting experience. Ensure ease of booking an appointment online and include positive testimonials for a wide range of golfers.Produce videos showing your team, and even members, product testing new drivers, showcasing your facilities and technology.

Establish your customer’s needs Ask questions about the person’s game (current driver, bad shot, injuries, expectations). 10% talking, 90% listening. The product they come in for may be completely unsuitable, so taking this time will result in the customer getting a better product and experience.

Reduce the barriers to making a sale Communicate your competitive pricing, offer tradeins, have a 0% finance option if needed. Make sure your in-store displays are impressive, clean and communicate these services.

Create events around drivers Use product launches, a driver fitting evening, 10-yard challenge (you challenge every customer you can add 10 yards to their drives). Appointment only. Customers are far more likely to spend money when attending an event appointment.

Hosting a driver fitting event is a great way to boost sales

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Callaway’s new range of Epic drivers – Speed, Max, and Max LS – feature a new Jailbreak Frame and Flash Face – both designed using artificial intelligence – which combine to promote faster ball speeds across a wider area. While the previous version of Jailbreak stiffened the body vertically, the new frame increases horizontal stability to increase ball speeds across the titanium face.

The Speed is designed for all-out distance with a slight draw bias; Max is designed for straight distance, with a 19g rear sliding weight helping to cure fades and slices, while the Max LS driver replaces the Epic Flash Sub Zero and is a low-spin model with a 13g sliding weight and a built-in fade bias.

Higher handicappers with a slice should try Callaway’s Big Bertha 21 driver, while last year’s popular Mavrik range also remains in the line-up for 2021. RRP £499.

Srixon’s ZX5 and ZX7 drivers boast a unique frame structure which consists of a rigid area along the perimeter and topline which allows for a more consistent transfer of power to the titanium face. When combined with a flexible area just behind the crown and a stiff internal rib structure, the alternating levels of stiffness in select zones of the ‘Rebound Frame’ produce high levels of ball speed across the entire face. A lightweight carbonfibre crown – 15 % larger than its predecessor – drives the centre of gravity low and deep, and along the perimeter, to increase the club’s overall forgiveness. RRP 449.

The new Wilson D9 driver features a three-layer composite crown to both neutralise vibration and reduce weight, ensuring a lower centre of gravity for improved ball flight. A 10g or 3g weight can be switched to fine tune MOI and forgiveness. The ‘peak kinetic response’ clubface is divided into of fractural zones which have been fine-tuned to deliver explosive distance and forgiving performance. It is offered with MRC Tensei’s CK Blue shaft and the new Lamkin Genesis Crossline grip. RRP £299.

Japanese brand Honma’s new GS (Gain Speed) driver fesatures a crank-shaped slot on the sole, which reduces loss of distance on off-centre strikes, the GS boasts a variable thickness titanium crown, while the sole has a keel-shaped design with strategically positioned tungsten weight promoting a draw bias and increasing stability. A non-rotating hosel system ensures the spine of the shaft stays in the six o’clock position when the loft and lie are adjusted to further enhance consistency. RRP £499.

February 2021

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www.pga.info

Q & A : B E N W E LC H Orders for Q1 are strong and custom fit demand has been fantastic… even with golf being restricted custom demand even at a time when golf has been restricted, has been fantastic. We feel TSi is only just getting started and there are no signs of a let up.

It has been a very challenging time to launch a new range of clubs – how has the TSi range been received by retailers, media and consumers?

I think it’s fair to say that with all of the obstacles and current situations we find ourselves in right now, the performance, engagement, and orders have been better than we could have imagined even in normal times. The uptake and conversion on Tour has surpassed anything we have seen before at Titleist, TSi is more visible than ever with our advertising plans including TV ads for the first time in 15 years, and we are winning more and more performance battles in the fitting department. So all in all, yes we are very pleased with the launch so far.

What has been the uptake on Tour of the new TSi Metals?

The Tour launch of TSi has been fantastic.

Our player conversion was the best we’ve ever seen, and in the very first week they were available, TSi instantly became the #1 played driver on both the European and PGA Tours. What’s made it even better from our side, and a true indication of the performance benefits, is that TSi is increasingly being played by a host of noncontracted pros choosing to play the best performing driver for their game without an agreement.

How has the initial sales performance of TSi been, particularly given the product was launched during the pandemic?

Launching on Masters Thursday was a fun week for all involved and the buzz around the game at this time helped TSi launch successfully. The various lockdowns of recent months have created some different opportunities for us, but we are confident in the demand we have seen for TSi so far.

Orders on the book for Q1 are strong and

The PGA Professional

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How can PGA Pros maximise performance with consumers through TSi fittings?

Fitting is a fundamental approach for us to find the correct driver for any golfer, no matter their skill level. That is why with TSi, we are offering greatly enhanced fitting tools, opportunities for fitting events, and product training, all designed to make sure the consumer has the best possible chance to find the best performing TSi for their game. Taking that one step further, the addition of the Surefit weight track on TSi3 coupled with the adjustable hosel on all models, TSi is the most adjustable driver we have ever made. We’ve then selected a range of ‘real deal’ aftermarket shafts to complement the technology in the head and to make sure TSi performs for every dedicated golfer.

Why will a PGA Pro benefit from stocking Titleist clubs, in particular the new TSi range?

It is an exciting time to be involved with the Titleist brand. We are seeing unprecedented demand for the product right now and we feel it is the best line-up we have ever had, we also believe the range of products offer the ability for dedicated golfers of all skill levels to dial in their best performance. Our Partnership terms have become more inclusive and offer retailers more ways to do business. Our fitting tools are more comprehensive than ever, supported by a full calendar of events with our Fitting Specialist team.

We truly feel it is a perfect time to come on board and be a part of the buzz surrounding Titleist hardware right now. On top of all this, our further strengthened partnership with The PGA affords the opportunity to work closer than ever to deliver best in class fitting and product seminars, as well as a host of other opportunities that will benefit all PGA pros.

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Name: Ben Welch Title: Titleist Golf Club Category Manager – UK Region What does the role entail: Overseeing the full Golf Club portfolio, including all product, marketing and sales activities, in addition to ensuring the smooth running of Titleist’s extensive fitting network and events across the UK What’s your working background: Over eight years’ experience as part of Titleist’s sales team, most recently as one of its Key Account Managers Tell us about your golf: Represented England at Boys and Mens amateur level before turning professional, competing on a number of mini tours and the Challenge Tour. Regained amateur status in recent years, winning the Cambridgeshire County Championship Are you member anywhere: Most recently a member at Castle Royle but plan to join a new club after relocating for the new role Coping with lockdown: Missing family, friends and golf but we are all doing our best to stay healthy and beat the virus.

Work and setting up a new house has kept me busy but like many I’m hoping life will return to some normality soon.

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Partner

P G A M E M B E R R E TA I L FO C U S Simon McLean, PGA Head Professional at Airdrie Golf Club in Scotland, provides the inside track on his retail operation

How has your retail operation been affected by the various lockdown closures?

Overall, the last year has been pretty strong from a retail point of view. Like everyone else, I was very fearful when we first locked down in March, no one knew what business would be like when we eventually came out.

However, no one could have predicted the huge boom golf has had since reopening, so footfall through the shop has increased and sales have been strong in all areas. We’ve had to operate from the front door at times when we’ve been in Tier 4, but at least the course has remained open and busy, so we’ve still managed to keep trading.

How many staff do you have?

Do you offer click and collect and sell stock online?

Yes, one of the things I did through lockdown was create an online shop utilising TGI Golf’s partnership with Shopify. I launched this as soon as we reopened at the end of May and had a good response to it, with the weather being great, apparel sales were good, I sold every pair of shorts within 24 hours! Voucher sales were also good at Christmas, so overall its opened eyes and been well worth doing.

I have two full-time staff, plus me.

Do you belong to a buying group, and if so, what kind of support have they offered?

Yes – I’m a partner of TGI Golf and they have offered tremendous support throughout the whole pandemic. I had a number of Zoom calls with my regional Retail Consultant Ricky Gray during lockdown and then subsequent visits since reopening. There was regular communication from the group keeping me up to date with ever-changing restrictions, business support and supplier information.

Are you on social media?

I’m very active, I don’t post every day, but try to do every other day on both Facebook and Twitter. I see communication with my members and customers as a key part of my business.

What percentage of your club sales are custom fitted?

It’s a huge part of my business with 99.9% of clubs being custom fitted. I’m lucky enough to have a studio with TrackMan and make full use of the fitting options I have. It is busy all the time.

What marketing do you do to attract customers?

As a Partner of TGI Golf I have access to the group’s Enewsletter Programme, which is provided by Campaign Monitor and is heavily subsidised for us, so it costs me less than a new driver per year. It allows me to send unlimited newsletters to my customers with no restrictions on what I put in and TGI also provide us with a number of templates to utilise. I also use social media to put important messages across to my customers.

The PGA Professional

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Have you noticed an upsurge in new customers?

Absolutely, the boom this year has been incredible. Like a lot of clubs we have had a massive increase in new members, tee sheets have been just about full all year and still are even in the middle of winter.

What equipment and apparel brands do you stock?

Equipment for 2021 is Callaway, PING,

#makinggolfhappen

Titleist and Cobra. Apparel brands are FootJoy, Under Armour, adidas and Sunderland waterproofs.

What were your best-selling products in 2020?

Despite the supply chain issues I had a really good year with PowaKaddy, hardware sales were good across all brands, but Callaway Mavrik just sneaked ahead of the others. Apparel sales were also strong with all my brands, but Under Armour always sells through year on year and FootJoy Superlites were also winners.

What was your favourite product in 2020?

There are so many good products out there, but Callaway’s Mavrik Sub Zero driver was hard to beat – it performs!

What promotions have proved most popular with your customers?

I did some shirt and lesson promotions for Father’s Day which went well, the Titleist Loyalty ball promo was also popular this year.

What are your future plans for your retail operation?

I think 2021 will be another busy year for us – Covid restrictions and weather permitting.

I will make sure the shop is fully stocked and merchandised to the best it can be. It is very important to me to offer the best choice and service to my members.

Capto putting technology is also new for us this year, so I’ll be doing some marketing on that over the coming months, while retention of existing and new members will also play a big part of my role this year.

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XPOS CADDIE

LET

R E TA I L

TAKE THE STRAIN! With customer touch points more important than ever, the launch of XPOS Caddie, an App which enables golf club members to do their shopping online, has proved a huge boon to pro shop retailers, and will continue to do so long after the pandemic has subsided

XPOS Caddie has proved a winner for retailers and customers during the pandemic

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The Covid-19 pandemic is unique in both its reach and significant duration. Over the last 12 months, golf retailers have had to muster incredible resilience, adapt quickly to changing situations, and focus on things within their control.

The rollout of the new vaccine is a shining light in the distance, but how will the retail landscape look after the pandemic? Jonathan Wharrad, vice-president of Technomedia, writing in an article headlined ‘The Post-Covid Customer Experience: The Reawakening of Digital’ said: “As always in troubled times, it is also a time when the creativity of retailers has never been more important. The forced integration of digital and the redesign of customer journeys are rapidly accelerating the development of new business models. The success we have seen of brands with an omnichannel strategy is a good example of this.”

Put in the context of the pro shop, an omnichannel approach simply means creating more points of contact with the customer in order to build better relationships and improve their experience

with you. To stand apart from other retailers, be they online or in-store, your brand must offer more, and it’s all in the experience.

THE APP FOR GOLFERS WHO LOVE THEIR PRO SHOP! Designed to enable golf club members to get closer to their professional team and pro shop, XPOS Caddie app helps retailers increase revenue and sales, and develop more customer loyalty.

Any member with an email address in your database who downloads the app will automatically be connected to your pro shop. They’ll be able to view images, prices and descriptions of stock in-store, and reserve any item for collection from the shop.

In addition, members can check their account balance, and receive notifications directly from you about offers, product launches, events, or other pro shop news.

In the app’s My Pro Shop area, members can find out more about the Professional team and contact staff through the app.

Ruth, a member at Edgbaston Golf Club in Birmingham, is one of many golfers who have found the Caddie App a great way of getting hold of a product when the pro shop was only available for click-and-collect during the November lockdown. “Loved it!

It’s easy to see what’s available to buy and I found it easy to use,” she said. “It was simple to find and reserve my husband’s Christmas present of a new rangefinder. Within minutes, I received an email from Josh in the pro shop to say the item was ready for collection.”

February 2021

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R E TA I L

COMPETE WITH THE LARGER RETAILERS XPOS Caddie was the brainchild of Stephen Cain, the Head of Development at XPOS. “The app is about helping pro shops deliver the same experience as the larger retailers, but without the huge investment, or long implementation times, that you’d normally need to offer a service like this,” says Stephen. “We’ve taken away the biggest issue that most golf Professionals have when dipping into omnichannel: Time. Thanks to XCODES, XPOS Caddie automatically populates with all products that are currently in stock in your shop’s XPOS system. That includes web descriptions and images, leaving the retailer to just add any products specific to the shop, such as logo clothing.” With exciting new features, such as lesson bookings, already in the pipeline, this is just the start of an exciting new journey for XPOS Caddie and its retailers.

Joshua Harvey, Retail Manager at Edgbaston Golf Club, is one of many PGA Members who is impressed with the simplicity and functionality of the XPOS Caddie App. He said: “It has been great for our business, and really well received by our members.

Users have found it really useful to browse our stock from home, with

ordering made very easy, and we had three orders within the first couple of days. Members also find the accounts page useful, as they can manage their account from home and see a statement. This also prompted a few of them to settle their outstanding balances, which was a bonus.

He added: “It’s really easy to upload stock onto the app, which happens automatically via XCODES and you can add extra products using the online Hub, where you can select which products you want to be available through the app. The XPOS Caddie is going to be a really great tool, adding a different dimension to our business.”

Another retailer who is delighted with the increase in sales he has experienced since first using the Caddie App is David Twizell, Head PGA Professional at Whitley Bay Golf Club in Northumberland. He said: “I could see the benefits of XPOS Caddie immediately. Having the app means my members and customers have me in their pocket and my shop is now open 24 hours a day, seven days a week. I’ve even made sales in my sleep!

“At first, I thought the Reserve & Collect feature would be the main attraction for members, but they also enjoy checking their account balance and looking back on what they’ve

It’s easy to upload your shop inventory onto XPOS Caddie

David Twizell, Head Pro at Whitley Bay, is able to offer a 24/7 retail experience with XPOS Caddie

Josh Harvey, retail manager at Edgbaston GC, is delighted that his customers can now browse his stock from their homes

previously bought. When I launched the app on my social channels, quite a few people contacted me for custom fit sessions as well. The app brings me to the front of people’s minds.”

David was also impressed with the little effort required to get the Caddie App working for his business. “Setting up the XPOS Caddie app was easy,” he says. “Most of my products autopopulated, and it didn’t take me long to learn how to upload other items manually. In fact, the other guys in the team are trained on the app, so if we stock an item into the shop, we just check make sure that members can see it in the app as well.”

To register your pro shop for XPOS Caddie, visit www.crossovertec.co.uk and follow the link on the home page.

The PGA Professional

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#makinggolfhappen

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CLUBFIT TING, CLUBM AKING AND REPAIRS TRAINING FOR PROFESSIONALS

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The DGI Academy courses cater for a wide range of abilities, from novice to advanced, and take place in a specially created purpose-built facility.

Each course runs in small groups to allow for personal one-to-one tuition.

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February 2021

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www.pga.info

T R AV E L

PLAN NOW TO TAKE ADVANTAGE Are you involved in taking groups of your members away? If not, have you thought about the benefits it can bring to your business and your members experience?

Not only is travel a great way to introduce another income stream to your business, it also helps to strengthen relationships with your members, cement your standing with in the club and is a proven method for retaining members and integrating then into your club.

Now is the perfect time to start planning for future breaks, with pent up demand amongst many golfers to get away at the earliest opportunity once it is deemed safe to do so. Offering a trip to your membership is the perfect way to capitalise on this demand and there are many forms a member’s away trip can take.

We expect to see a huge boom again during the summer months in the UK market, offering the perfect opportunity to take a group of your members away for a short break and have a fun and enjoyable couple of days away at some of the fantastic courses the UK has to offer. If you’ve never been involved in travel, this is the perfect way to dip your toe in the water and experience how beneficial travel can be to your business. You can run a competition weekend or even your own Ryder Cup, interact with your members and make a healthy profit from entertaining your group for a couple of days.

If you are more experienced in travel or are looking to take the next step, then why not look at running a coaching break or taking your group further afield to experience a tournament later in the year or even 2022. Again, now is the perfect time to start planning as availability is already reduced with golfers desperate to get away as soon as they can. This is the perfect way to add sufficient value to the service you offer and you can easily earn in excess of £1000 for trip away. You don’t even need a big group. If you can recruit seven of your members your place is normally free of charge on overseas travel and as a PGA Professional, we also offer you 5% commission on the majority of breaks for booking through us.

If you’ve never booked through us before, rest assured you are in safe hands. Golfbreaks is now in its 23rd year of sending golfers and PGA Professionals all over the world. We are a fully bonded travel company (both ABTA & ATOL in the UK) giving you peace of mind and security. We have also been a long-standing Partner of the PGA and send hundreds of thousands of golfers away each year with PGA Professionals. We are also very proud of our customer service record, with 99% of customers stating they would book with us again through the independent review platform Reevoo.

So, what’s stopping you from taking a group away and getting involved in travel? Now is the time to get a date in the diary for when restrictions are lifted.

If you would like a chat with one of our dedicated Pro Travel Team that cover the whole of the UK please get in touch, we can offer you plenty of support and advice to get your trip up and running.

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

John Cheetham with a group of his LLG ladies in Portugal

I’ve enjoyed working with Golfbreaks for the last nine years. Travel really complements my role and I would encourage others to do the same.

Steve Carter – Head Professional at Walmley GC Carl Cross with a group of members in Turkey

Offering tuition breaks to my membership has not only brought in additional income but increased their loyalty to the Pro Shop through the season.

Tim Coxon – Head Professional at Mickleover GC

The PGA Professional

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#makinggolfhappen

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T R AV E L

JOE BOWREY Senior Travel Consultant T: 01753 752880 E: jbowrey@golfrbeaks.com

UK STAYCATION OFFERS

With staycations booming in the UK through the Summer of 2020, 2021 looks to stay on trend with the current uncertainty around overseas travel and golfers desperate to get away. The UK has hundreds of amazing venues and offers a great offer opportunity to take a group of your members away for a fun short break and experience some of the best courses around the country. Take a look at a few of our most popular UK venues for Pro’s away breaks.

CARDEN PARK HOTEL, GOLF RESORT & SPA CHESHIRE, ENGLAND With over 198 executive rooms, two stunning courses – the Cheshire & Nicklaus, and 5 restaurants and bars., Carden Park is the perfect spot for short break away with your group. Voted Winner of England’s Best Golf Hotel at the World Golf Awards in 2018, this popular resort has the added bonus of a new state of the art luxurious spa, opened in 2020.

FROM

£149

1 night dinner, bed & breakfast, 2 rounds of golf PRO GOES FREE WITH 11 AMATEURS ADDED VALUE: Groups of 12 or more receive 10% off drinks

THE BELFRY WARWICKSHIRE, ENGLAND This world-famous resort needs no introduction and is one of our most popular resorts for pros looking to take groups of members away. Holder of the Ryder Cup on four occasions and 3 courses on-site make it an excellent venue for a short break. The resort also benefits from numerous bars and restaurants and a luxurious spa.

FROM

£119

1 night, bed & breakfast, 2 rounds of golf PRO GOES FREE WITH 15 AMATEURS ADDED VALUE: 20% off drinks in Sam’s Bar

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

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@Golfbreaks_Pro |

@golfbreaks_pro_travel

February 2021

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TRAVEL T R AV E L THE VALE RESORT CARDIFF, WALES The Vale Resort has two fantastic golf courses and is a favourite amongst Pro groups, only 15 minutes from Cardiff City Centre and a few minutes from the M4.

The Lake course is a favourite amongst customers and the Wales National is equally revered and is know for being one of the longest courses outside of the USA. The 4 star hotel is situated in over 650 acres of beautiful Welsh countryside and boasts one of Wales largest spas as well as the Vale Grill, an AA rosette restaurant alongside the Salamanza Champagne bar, where you can relax with your members and enjoy some of the very best champagne and cocktails!

1 night dinner, bed & breakfast, 2 rounds of golf

FROM

£135

PRO GOES FREE WITH 15 AMATEURS ADDED VALUE: Groups of 16 or more receive £10pp drinks voucher on 2 night stays

EAST SUSSEX NATIONAL GOLF HOTEL EAST SUSSEX, ENGLAND Boasting luxurious facilities, two championship courses, The Health Club and Horsted Spa and two fantastic restaurants, East Sussex National is a hidden treasure popular amongst pro groups. Nestled away in over 1100 acres of countryside, East Sussex National offers everything you need for a short trip with your members.

FROM

£149

1 night dinner, bed & breakfast, 2 rounds of golf PRO GOES FREE WITH 11 AMATEURS ADDED VALUE: Groups of 12 or more receive 20% off drinks

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

The PGA Professional

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@Golfbreaks_Pro |

#makinggolfhappen

@golfbreaks_pro_travel

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T R AV E L

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

WALK IN THE FOOTSTEPS OF THE GREATS With the recent European Tour events taking place at the end of January in the UAE, it’s not hard to see why Tournament Experience trips amongst PGA Professionals are on the rise. With golfers overseas travel plans seriously curtailed last year, many are looking to plan an unforgettable trip for the year ahead.

These types of breaks are perfect for mixing coaching, playing some of the worlds most stunning courses and seeing first hand how the tour stars navigate their way around the golf course. A members’ trip you should definitely be adding to your list for 2021/22.

Here we take a look at 3 of our most popular Tournament Experiences:

OMEGA DUBAI DESERT CLASSIC JANUARY 2022 – EMIRATES GC The Omega Dubai Desert Classic will once again return to the stunning Majlis Course at the Emirates Golf Club in the UAE. Now a flagship European Tour event, the Dubai Desert Classic always attracts golf’s biggest names and there’s no doubt plenty more will flock to the City of Gold again in 2022.

The Omega Dubai Desert Classic is one of the most exciting golf tournaments to attend with far more to do than just watch the golf! Discover the Omega Tournament Town which with bars, live music, and exciting Dubai food pop-ups serving authentic Indian dishes, Middle Eastern foods & New York style pizza’s!

With the thrill of watching the world’s best players, you’ll no doubt be itching to play and Dubai is packed full of incredible courses which you can play as part of your package with your members.

PACKAGE INCLUDES: Tournament tickets – Sunday tickets to the Omega Dubai Desert Classic are included in all packages Play straight after the Pros – Experience tournament conditions just like the world’s greatest players Return airport transfers – Return airport transfers with “meet & greet” service is included in your tournament package with us Tournament transfers – Return shuttle transfers to and from your hotel on the Sunday of the tournament Golf – add in rounds golf at some of the best courses in the world GET IN TOUCH WITH OUR PRO TRAVEL TEAM TO REGISTER YOUR INTEREST ON 01753 752 880 OR EMAIL PGA@GOLFBREAKS.COM

The experience of Dubai is something different to any other golfing experience your clients may have had before. They had all been to Open Championships or the BMW PGA Champs before but thought that the atmosphere at the DPWTC was something else.

Rich Pace – Head Professional at Hornsea GC

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

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@Golfbreaks_Pro |

@golfbreaks_pro_travel

February 2021

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TRAVEL T R AV E L ABU DHABI HSBC CHAMPIONSHIP JANUARY 2022 – ABU DHABI GC Abu Dhabi Golf Club will once again host the incredible HSBC Golf Championships, set amidst the Arabian Gulf’s most tranquil resort experience. This is your chance to get close to the action and for your members to enjoy the golf trip of a lifetime, with luxury accommodation, a clubhouse pass to the final day and the chance to play golf on three of the UAE’s best courses.

This tournament is also known for its ‘Hero Challenge’ which is hosted at the beginning of the tournament week where the players gather to participate in an innovative target competition across the Yas Marina Circuit.

There is something for everyone at this tournament, the Championship Village is full of activities to take part in, as well as bars and pop-up food joints.

PACKAGE INCLUDES: Clubhouse passes – Sunday admission tickets to the Abu Dhabi HSBC Championships with clubhouse access included in all our packages Play straight after the Pros – Experience tournament conditions just like the world’s greatest players Return airport transfers – Return airport transfers with “meet & greet” service is included in your tournament package with us Tournament transfers – Return shuttle transfers to and from your hotel on the Sunday of the tournament Golf – add in rounds golf at some of the best courses in the world

DP WORLD TOUR CHAMPIONSHIP NOVEMBER 2021 – JUMEIRAH GOLF ESTATES Following a season-long schedule, the Race to Dubai comes to a close with four days of action set to unfold at the Earth Course, Jumeirah Golf Estates.

The competition first took place in 2009 as a replacement to the Volvo Masters, which was a similar event for the leading 60 money winners on the Order of Merit. The tournament has grown massively in popularity over the years, with each year leading to a bigger prize fund and audience!

Dubai is also home to some of the world’s best courses, a playing experience your members will undoubtedly relish!

PACKAGE INCLUDES: Tournament tickets – Sunday tickets to the DP World Tour Championship are included in all our packages Play straight after the Pros – Return airport transfers with “meet & greet” service is included in your tournament package with us Return airport transfers – Return airport transfers with “meet & greet” service is included in your tournament package with us Tournament transfers – Return shuttle transfers to and from your hotel on the Sunday of the tournament Golf – add in rounds golf at some of the best courses in the world GET IN TOUCH WITH OUR PRO TRAVEL TEAM TO REGISTER YOUR INTEREST ON 01753 752 880 OR EMAIL PGA@GOLFBREAKS.COM

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

The PGA Professional

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@Golfbreaks_Pro |

#makinggolfhappen

@golfbreaks_pro_travel

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C OAC H I N G

WHY IS JASON DAY ONE OF THE BEST PUTTERS IN THE WORLD? If you want to know more about the work Andy & Piers do, connect with them in the following ways:

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

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Each month PGA Professionals Andy Proudman and Piers Ward (Me and My Golf) focus on sharing with you some of the great insights and techniques they have gleaned from spending time with some of the world’s top players.

Jason Day has been one of the best putters in the world for nearly 10 years and we were lucky enough to discuss with Jason some of the traits, skills and drills that he uses on a daily basis to make him arguably the greatest putter of the modern era.

The one thing that stands out to us is that Jason is an incredibly hard worker on his putting, usually spending at least two hours a day calibrating his stroke, practicing his green reading and working on pace control.

The main focus of the video that we did with him on putting was green reading, as well as some drills for pace control and performance putting. What is very evident from spending time with Jason is that he keeps it really simple, working on just a few key drills, and making sure he puts (pardon the pun!) in the hours.

The main points we want to get across in this month’s article are to emphasis the simplicity of his training, and the message that by working on a few areas that we consider important to putting, you can attain and maintain a really high standard.

February 2021

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C OAC H I N G would the rainwater run. This helps him visualise the influence of the slopes on the green. Visualisation is a very important way for Jason to process the information that helps him perform to the best of his ability on the putting green.

4. USING THE GROUND

GREEN READING Jason very much focuses externally when it comes to reading the putt. He will not focus on stroke mechanics.

He will get involved in the visuals and feels of the environment to read his putts.

Jason breaks his green reading down into 4 main stages.

1. CALCULATE THE PACE FIRST! The first and most important part of Jason‘s green reading routine is picking the pace that he wants to hit it at! He will look to get the distance past the hole consistent, so he has less variables when it comes to picking line. When he changes the pace of the putt a lot, he feels that he loses the consistency of the ball roll.

Jason will look to hit all his putts 2 feet past the hole if they do not go in. This allows him to get very precise on the lines that he picks. He will typically seek to get lag putts either level with the hole, or up to 2 feet past, which means he does not leave many putts short and increases his chances of holing longer putts.

Whilst triangulating the putt he is also using the feel from the ground to complete the green read. He doesn’t use Aimpoint, and he has not got a reference point as far as certain percentage or degrees goes, but his feel still gives him loads of information and very much help him finish off the process, before he then does his absolute last check which is when he is standing over the ball.

PACE AND PERFORMANCE DRILLS.

2. GO TO THE MOVIES ON THE BREAK!

We hear so many players talk about ‘going to the movies’ with visualization! Jason is definitely in this category. He likes to scan the break from the strike, all the way into the hole. He will do this three times, the first time crouching behind the ball (down the line), then from behind the hole and then thirdly when he is standing over the ball. All the time he is visualising the entire journey of the ball from the start to entering the hole.

Jason uses a combination of drills, but there are a couple of main ones he uses on a regular basis.

Pace warm up drill - Jason likes a drill that can hammer home his pace control with repetition. So, he will place a tee 2 feet behind the hole and hit 15 balls from 15 feet, looking to see how many he can hole. If he does not hole the putt, he is looking for those to finish in the 2-foot gap created between the hole and the tee peg.

He then moves this out to 30 feet and again hits 15 putts to see how many he can hole.

Performance putting drill - Jason will work through random distances between 3, 6, 10 and 15 feet hitting 10 putts, but never from the same position twice in a row, so varying throughout all distances.

3. TRIANGULATE THE BREAK

EQUIPMENT

Jason will pick a midway spot between the ball and the hole. He is using this to enhance the visuals of looking down the line by getting a better picture of whether there is any uphill or downhill phase to the putt.

One of the visuals that Jason uses frequently is to imagine that if it were raining heavily, in which direction

What is evident from Jason‘s equipment is that he likes to keep things very clean and clear and as such he does not have any alignment aids on the golf ball, or the putter.

This is another characteristic of his, which allows him to put all of his focus externally and takes him away from too many technical thoughts.

The PGA Professional

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#makinggolfhappen

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MARKETING

THE IMPORTANCE OF

DATA How To Grow, Manage and Utilise a Database To Increase Revenue n BY GARETH JONES Whether you would like more lessons, retail customers or members for your golf club, it all starts with data capture.

You could be the best Coach around but if nobody knows, you will simply be the poorest, best Coach around. The same goes for any area of your business, if you want more customers you must have a substantial, current database and know how to utilise it to generate revenue.

As your database grows, your ability to communicate to a broader audience increases, you have the ability to share news, articles, instruction and offers to more people.

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Larger Database = Wider Audience = More Customers = More Revenue Follow these three simple steps to improve your business.

GROW YOUR DATABASE People are more likely to provide their personal details, when you request less information from them and if they see a value in doing so.

There are numerous opportunities to grow your database both at site level, manually and digitally.

ON SITE Data collected on site is your most valuable. These contacts have already visited your business and

are hopefully already a customer.

By capturing the data of every customer, you gain the opportunity to retain their custom and now have the ability to sell to them, even after they’ve left.

There are numerous opportunities to capture information, dependant on the audience you wish to create and can come in the way of hand written or by completing a form on a tablet.

DIGITALLY Digital platforms offer great data capture capabilities.

I see very few websites in the golf industry with sufficient data capture opportunities. Why not provide a ‘Hit It 30yds Further’, or ‘The Essential Golf Day Organiser Guide’, FREE downloads on your website?

Social Media now plays an important role in the golf industry with people up to 80% more likely to become a customer if they follow you on Social Media. Providing frequent content designed to Engage, Educate & Entertain your audience, you can dramatically increase your online presence and appeal to an extensive audience.

There are currently 960,000 Facebook users within 20 miles of London, with an interest in golf, aged 35+ years.

Social media platforms are a great tool for driving traffic to your website where web-forms can be completed.

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MARKETING Utilising targeted campaigns you can select your target audience getting the best ROI from your marketing budget.

A simple yet effective data capture initiative is a giveaway, not only to people love a competition, hosting a live draw on Social Media can be great publicity. If you want more lessons, give away a lesson package, that way you already know that the entries are all interested in lessons. If you are looking to increase green fee revenue, why not offer a complimentary round of golf for the winner and three friends as a prize.

The more attractive the prize, the more entries you will generate.

MANAGE YOUR DATABASE A question I get asked frequently is ‘Now I have a database, what do I do with it’?

As your database grows, you will certainly want a good CRM, somewhere to store and organise your data. This is the tool you will also utilise to communicate with your audience. Depending on your business, I’d also recommend a CRM which supports a sales funnel and one which accepts payments.

Within your CRM, organise your contacts dependant on their criteria, where they were generated etc. Put them in to specific groups based on their interests, that way you can ensure your audiences only receive relevant content.

Your database holds the future success of your business. It’s valuable, continue to nurture it and implement new data capture initiatives to help it grow.

UTILISE YOUR DATABASE Now you have all of your contacts details organised in one place, you must start to communicate

with them. If they’ve entered a competition, acknowledge their entry, if they’ve signed up for your newsletter, send it, if they’ve submitted a review, thank them.

Following a structured email Marketing strategy, ensure you communicate frequently, be sure to provide content relevant to your audience and which will Engage, Educate & Entertain. Vary the content and always include a CTA (Call To Action) opportunity in your emails. (Call Now… Read More…

Enter Here…)

Sending email campaigns through your CRM will enable you to gain visibility of your audience behaviour, you will gain knowledge on what emails are more successful than others through your email reports.

You will be able to see who has opened your emails, who hasn’t, who clicked on the CTA, who requested a call.

If your CTA was ‘Book Now’ for your upcoming ‘Demo’ Day’ and you had 43 people click on the link, why not give them a call and book them in sooner for an exclusive fitting?

You will certainly close more sales by contacting enquiries within 24 hours from submitting it. If you don’t make contact straight away, be persistent, these leads are warm as they’ve completed your web-form.

Follow your attempted call with a short email letting them know when you will call back and continue to call at varying times.

80% of sales are made on the 5th – 12th contact. (National Sales Executive Association) The key to managing a database is to keep it updated, communicate frequently and follow up enquiries, this will result in closing more sales and a more successful business.

CASE STUDY I recently worked with a golf club who had identified the need to attract more members. As with many golf clubs, their numbers had been steadily reducing over recent years and they had significantly fewer members than say 10 years ago.

They acknowledged the fact that by increasing their membership by 100 new members, they would increase their revenue by an additional £85,000, from subscriptions alone.

As I began to evaluate their current situation, I discovered that they already had a database of over 6,000 golfers from a greenfee, loyalty card initiative, which they had adopted a few years previously. This was great data however they had never contacted them through marketing or picking up the phone.

Filtering these contacts by how frequently they played the course, the decision was to contact those who played the most by phone, the others went in to a specific, email marketing campaign. Those who engaged in the most content were also called to discuss their playing habits and a sales process was followed to present the membership category which would best suit their requirements.

It was then a priority to increase the database by continuing their loyalty card initiative, we introduced some essential changes to the procedure ensuring that more golfers signed up and a ‘High User’ report was pulled more frequently and contact made.

To grow the database faster, a competition was launched using a targeted campaign on Social Media. This delivered outstanding results, in just two days we had generated 746, new contacts.

The competition alone generated over 1,000% ROI and that year 264 new, full paying members joined the golf club from a combination of these initiatives.

These figures far exceeded expectations.

Needless to say, the golf club in question have continued with these initiatives and are growing their business for the first time in years.

GDPR compliance is your responsibility. Seek advice if you are unsure what this entails.

Prior to launching Golf Club Solutions in 2020, Gareth held numerous, senior positions within the golf industry at private, public and proprietary golf clubs since qualifying as a PGA Professional over 20 years ago.

Gareth now works as a Golf Industry Consultant, utilising his expertise to advise, train and support PGA Professionals and golf clubs looking to secure a bright financial future.

The PGA Professional

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#makinggolfhappen

Gareth Jones PGA Founder – Golf Club Solutions 07791 991445 info@golfclubsolutions.co.uk www.golfclubsolutions.co.uk

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Insight Wellbeing at Work is provided

by Insight Healthcare on behalf of ARAG Information about the service: We can all be faced with challenges in our personal or work lives that can make us feel low, or as through we are unable to cope.

Insight provide a service on behalf of ARAG, offering free confidential support for a range of personal and work-related issues.

24hr Counselling Helpline The helpline offers access to free, confidential support and advice 24 hours a day, 365 days a year.

The service is extended to immediate family members living in the same household.

What to Expect when you Call

Call us today on:

0333 000 2082

You will speak with a qualified and experienced counsellor who will be able to provide you with practical advice and support on how best to cope with your difficulties.

Please ensure that you have at least 20 minutes free to talk to the counsellor and are in a quiet, private space where you won’t be interrupted.

If you learn to spot symptoms early and identify situations that may be emotionally challenging, you can prevent problems from escalating.

What to Expect when you Call Insight Healthcare complies with the data protection Act and GDPR guidelines.

This means that information relating to you and the support provided to you will remain confidential to us unless we have your consent to share it, or where there is a risk to you or someone else.

BENEFITS

RELAX, UNWIND AND SAVE WITH PGA BENEFITS

From reaching your health and fitness goals to relaxing with a good book, take a look at these offers for PGA Members.

10% ONLINE DISCOUNT AT FOYLES.CO.UK With nearly a million books available for home delivery, Foyles is the home for book lovers on the web. Free delivery is available on all UK orders, and their site boasts a wealth of author interviews and blogs to help you choose your next read. Plus sign up to their Foyalty card to earn points on every purchase*.

GET MOVING AND SAVE WITH MYACTIVEDISCOUNTS MyActiveDiscounts offers PGA members great savings on things that get you active and healthy such as footwear, sportswear and nutrition*.

FREE WELLNESS APP THROUGH TOTUM PRO Do you suffer from anxiety? Stress? Panic attacks? Do you have issues around performance at work or self-confidence?

Mindbox is an app that gives you access to a series of online programmes made up of a library of audio, video and journal techniques, you can do in your own time.

You can access this app for free* (usually £9.99 per month) through membership with TOTUM PRO. Plus as a PGA member, you can get a discount on TOTUM PRO membership.

GET FIT AND SAVE WITH APPLE Looking to keep in shape? Stay on track with your fitness with the Apple Watch. Plus get active with your family by accessing fitness apps and YouTube through iPad*.

Plus, as a PGA member, you can get a discount.

UNLIMITED MAGAZINES FREE FOR 1 MONTHS FROM READLY.COM* Is there anything better than unwinding reading your favourite magazines? Sign up to Readly and get the first month free on unlimited magazines. After that, it’s just £7.99 each month.

What’s more, as a PGA member you will also receive a £10 Amazon voucher on receipt of payment in the 2nd month (i.e. your first subscription payment).

There’s no obligation, you can cancel at any time, even before the first payment but you’ll only receive the £10 voucher upon receipt of first payment.

TAKE A LOOK AT THE NEW HEALTH AND WELLBEING HUB THROUGH PGA BENEFITS Health and Wellbeing, both mental and physical, are fundamental to everyone’s lives. We are able to provide a free content hub as part of PGA Benefits. The Health and Wellbeing Hub offers members advice and information about important topics such as stress management and financial wellbeing.

To take advantage of these and other fantastic deals visit https://benefits.pga.info today! *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice and correct at time of print. Foyles - Unfortunately the discount is not applicable against certain items, including but not limited to already-discounted products, events, gift cards, book tokens, theatre tickets, A Year of Books and the Animator’s Survival Kit. The discount is not applicable to postage costs. Foyles reserves the right to alter products included or excluded from the scheme, and to add to or amend these terms and conditions. Totum Pro - Mindbox Live has additional charges as this option is linked to therapists and charges apply. The offer will be available until 30/4/21. Apple - Annual purchase limits apply. Exclusions apply and discounts are subject to availability. For the latest offers visit the Apple EPP store. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.

g, keep your contact details up-to-date by visiting ‘My REMEMBER: The way you access the Members’ Area online is changin hboard) and select ‘Edit my details’. In future, an email Dashboard’ under ‘My PGA’ (www.pga.info/members/my-pga/my-das t Details’ labelled ‘Preferred Email’. address will be required to login and you can check yours under ‘Contac The PGA Professional

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

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

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

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

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

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

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

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

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

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Antalya Golf Club Attractive, all-inclusive rates for members and family.

For The Sirene Hotel contact: volkan.cavusoglu@sirene.com.tr For empinski The Dome Hotel contact: michael.jones@agc.com.tr

Golfing Packages Commission Access to bespoke golfing packages for you and your club members through the dedicated Golf Pro Travel Team. Receive 5% commission on your booking. Contact 01753 752 900 or email pga@golfbreaks.com to book your next trip.

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

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

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

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

February 2021

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

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

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

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

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

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

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

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

The PGA Professional

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#makinggolfhappen

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

IT Services* 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.

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

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

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

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

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

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E M P LOY M E N T O P P O RT U N I T I E S

Get your putting back on a roll!

The quickest way to help your pupils score lower is to improve their putting. The innovative new Explanar putting mat helps teach the art of rolling the ball – the key to enhancing distance control, consistency and accuracy. Revitalise your coaching – and your margins – with the putting mat used by Pete Cowen, #1 Coach in Europe and putting biomechanics expert Dr. Paul Hurrion.

“I designed the Explanar Putting Mat to teach the skill and art of rolling the ball. If you can roll the ball, a great putting stroke comes for free!” – Luther Blacklock, Master PGA Professional

“The indoor surface of the Explanar putting mat gives excellent, consistent and repeatable ball roll. The clear and distinct graphics help improve visualisation and focus your aim.” – Dr Paul Hurrion, Quintic Consultancy

• • • • • •

Practise putts of different lengths – from two feet to 10 feet Groove the perfect ball position Cure pushed and pulled putts Realistic green speed – rolls 10.5 on the Stimpmeter Start the ball on the correct line – every time!

Made from premium materials for durability and to lay flat on any surface

“The clear, simple markings make it a fantastic training aid for all players. Its eyecatching colours make it very appealing and great fun for the kids. We use it with all our young Academy juniors.” – Pete Cowen, Top Tour Coach in Europe

For more information, go to: www.explanar.com/#putting | 07831 653723 To find out more about our special PGA pro retail offer, contact Luther Blacklock at: luther@explanar.com Explanar 1/2 page February 2021.indd 1

01/02/2021 12:37

PGA Professional Golf Coach Wanted!

West Sussex Golf Club An exceptional opportunity for an experienced Moreton Hills GolftoCentre a PGA Professional Golf Coach PGA Qualified Assistant join arequires prestigious who is self driven with proven track record in delivering world class Private Members Golfa Club. golf coaching. Join our expanding team of professionals at the #1 Facilities include range, shortgolf game areafacility and Swing family practise on thestudio Wirral. Our busy facility is a great using TrackMan. We operate a five 30 hour week Pro to develop their coaching opportunity forday, the successful candidate client base with fantastic potential circa £50K P/A. Shop shift Rota. The successful applicant mustearning be dedicated Whatpersonable, our facility offers: to customer service, possess good • 50 floodlit driving rangeplayer. powered by Top Tracer communication skills, IT bay literate and be a team • Short Game Zone Experience in retail, custom fitting and a successful • 5 million balls hit annually on the range coaching record is essential.

• Two private glassed teaching bays featuring Trackman Outdoor grassed Email CV• and cover letterbays to: • 18 Hole Viking Adventure Golf Course timpackham@btconnect.com

The Most Advanced Shot Tracking Technology in Golf

The successful self employed candidate must: • Deliver individual & group coaching to all levels of golfers • Have a passion to grow junior golf in the area increasing participation • Grow the game of golf through all society groups • Include golf technology when delivering their coaching i.e.

Trackman, video analysis Accommodation is also available if needed, in our company house situated on the beautiful coast of West Kirby.

Moreton Hills Golf Centre, Tarran Way South, Moreton, Wirral CH46 4TP.

Wirrals #1 Family Golf Practise Facility 62

For further Information about our facility visit: www.moretonhillsgolfcentre.co.uk Please apply via email including CV and covering letter to: dannyyoud@majorgolfdirect.com

February 2021

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E M P LOY M E N T O P P O RT U N I T I E S

Chorley Golf Club - Lancashire, North West England Position - Retained - Self Employed PGA Head Professional Founded in 1897, Chorley Golf Club is set in 127 acres of rolling moorland with stunning views stretching from the South Lakes to North Wales.

At 6,284 yards the 18-hole course provides an excellent challenge to both the skilled and less skilled golfer.

Chorley Golf Club has developed a reputation of being one of the finest golf courses in the area and recent improvements to both the course and clubhouse have further enhanced its standing.

The aim is to provide members, guests and visitors alike with the best possible golfing experience.

We have over 550 playing members and we are seeking a self-employed PGA Professional who will operate at the heart of our club, liaising with Course, House, Admin, Board and most particularly with members and visitors.

This is an excellent opportunity for a committed and self-driven qualified PGA Professional to establish a prosperous business at one of the finest courses in Lancashire.

The retained PGA Professional is expected to employ a suitable team that will deliver a comprehensive range of professional services to include: o Management and provision of an excellent front of house facility. o High-level customer experiences. o A comprehensive retail offering. o Expert advice and regular member communications. o A comprehensive custom fitting service. o The delivery of inclusive coaching programmes for beginners, members and visitors that supports the recruitment and retention requirements of the club. o Management of competitions, tee sheets, buggy fleet and trolley hire. o Consultation with Board and Management of the Club to ensure a coordinated, cohesive approach to the delivery of golf operations.

If you can deliver a service that aligns with the strategy of Chorley Golf Club, please forward confidentially a cover letter and CV demonstrating your suitability to: admin@chorleygolfclub.co.uk If you require any further information or have any questions please contact Michelle Proffitt via email admin@chorleygolfclub.co.uk or phone on 01257 480263 Closing Date for applications: Sunday 14 Feb 2021.

PGA Club Professional About Us

Located in the heart of Carmarthenshire, a challenging 18 hole parkland course with 450 Members.

There are covered teaching bays and a short game practice area.

Requirements

Manage Pro Shop – offer custom fitting/ repair and customer service to members/ visitors.

Coaching – Individual and group lessons for members/ new members/ junior academy.

Promotion – work closely with the team to promote events and attract members/ visitors.

Applications – consideration for both recently qualified and more experienced professionals.

Our Package

Retainer Free coaching facilities and retail facility for custom fitting and repair.

Commission on green fees/ societies/ buggy hire/ competitions/ new member generation.

Please send applications to manager@glynhirgolfclub.co.uk closing date 28th February 2021 Further information including a flyover of the course can be found at www.glynhirgolfclub.co.uk

The PGA Professional

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#makinggolfhappen

Shirland Golf Club in Derbyshire is looking for a Club Professional to help build and develop the club at what is a very exciting time, as we anticipate the opening of our new clubhouse in 2021.

We are offering the following: • Retainer fee £17,000 pa (negotiable).

• Incentive payments (negotiable) around membership, societies and green fees.

• Brand new proshop in our fully redeveloped clubhouse.

• Internal and open competition prizes to be put on accounts that have to be used through the proshop.

• Current proshop accounts held by the club may be transferred to the successful candidate in order to help with set-up costs.

• Use of practice ground, nets, chipping and putting area for coaching.

• Opportunity to support our successful junior section with coaching.

We ask that the role includes active participation in committee meetings, helping not only to run the club day-to-day but also to expand and grow the club for the benefit of us all.

Please contact Club Chairman Richard Coates (07746 836722) for more details or to discuss the position.

Applicants please send a CV and covering letter to office@shirlandgolfclub.co.uk by the closing date of 22nd February 2021. We look forward to hearing from you.

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An exciting opportunity to join the existing team of Professionals has become available at Tandridge Golf Club.

Tandridge is a GB & Ireland’s top 100 private members club situated on the Kent, Surrey border.

The successful candidate will join Chris Evans and his current team of two assistants and will be trained in all aspects of the game.

Chris Evans the PGA Advanced Professional has over thirty years’ experience in the industry and can help you become a successful Professional in which ever area of the game you would like to specialise in.

Tandridge is a very busy club and the team provide coaching on a daily basis to both members and visitors alike. Applicants should be motivated, enthusiastic, customer focused and keen to learn, a fantastic opportunity to earn & work within a growing business.

Help finding local accommodation can be arranged is also available with this position.

If you would like to become part of our team then please send us your CV by email to; evo63@aol.com.

For questions about the position available just call us on 01883-713701. www.tandridgegolfclub.com.

Dudley Golf Club are looking to appoint a professional at their established Black Country golf club, in the heart of the West Midlands, where there is a long tradition of a friendly welcome.

We would like an enthusiastic and experienced PGA Professional with great interpersonal skills.

Essential skills and Experience 1. Self motivated, creative and energetic, with effective and natural communications 2. Customer focused, with experience of running a golf shop 3. Experience of club repair and custom fitting 4. Experience of coaching at a range of levels, individuals and groups The Club has a practice ground, practice green, and a clubhouse with Pro shop, changing rooms, bar and function room with balcony and panoramic views of the course and surrounding area.

It is ideally placed to serve a range of golfers in the heart of the Black Country. The successful candidate will have a passion for coaching, be able to project a positive image and be able to work as part of the management team.

Closing date for application - 28th February 2021 To apply, please email your CV and application letter to secretary@dudleygolfclub.com marked for the attention of Competition Chairman

Supporting the relationship between PGA Professionals and the golf industry The PGA offers a free, bespoke service designed to assist you through the recruitment process to ensure you get the right PGA Professional for your facility.

The PGA has helped more than 150 golf clubs with their recruitment needs in the past two years by: Identifying roles and responsibilities Assisting with writing the initial advertisement Advice on interviewing Guidance around remuneration Developing service level agreements / contracts Mediation and ongoing support For more information contact Jessica Harrsion on 01675 470 333 or at: recruitment@pga.org.uk

Bramshaw Golf Club, Assistant Professional Required We are looking for an experienced PGA Assistant Professional to join our busy team at Bramshaw Golf Club. We have over a 1000 members, two 18 hole courses, Practice ground, Short game area and Putting Green and the Bell inn hotel on site.

The successful applicant needs to have strong communication and interpersonal skills, be enthusiastic, organised and flexible with their approach to tasks. Good product knowledge and excellent customer service needed along with the ability to work unsupervised.

Hotel guests and visiting golfers, means we are a very busy retail, custom fitting and coaching set up.

Skills Required Be able to work well in a team Be able to use EPOS till system Assisting in daily Pro shop operations Dealing with customer enquiries and returns Shop merchandising and displays Individual and Junior Coaching Customer Fitting using Flightscope Technology.

Awareness of new products and promotions Social media savvy Facebook, Instagram and Twitter.

In return we offer Competitive salary including pension Bonus scheme Equipment contract Clubs, Ball, Glove, Shoe & Clothing Application closing date 28th February Email Letter & CV to clivebonner1857@gmail.com

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February 2021

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E M P LOY M E N T O P P O RT U N I T I E S

Golf Fitness Spot Partner Programme

Golf Fitness Spot is founded and operated by PGA Professionals - we want to help you grow. We collaborate with motivated PGA members, supplying market leading health protocols for individuals within your network.

Our multifaceted Online Fitness & Education platform provides golfers and fitness enthusiasts with a systematic approach to developing all aspects of their lives.

How it works – become a Golf Fitness Spot Partner and introduce your network to our services. There are no upfront costs and we supply you with all the necessary resources.

How you benefit – when individuals from your network sign up to our programme, this generates you a residual income of £500 - £3000 pcm.

What happens next – you receive a partner payment at the end of each month. We cater for the clients’ needs beyond sign up, leaving you time to recruit new participants.

Take it a step further – replicate the same system for your golf facility and earn them a residual income. Strengthen your position and enhance your value to the club.

The sky’s the limit – explore our regional franchise options and take your earning potential to another level.

Please submit applications of interest (including CV) to: service@golffitnessspot.com.

West Sussex Golf Club An exceptional opportunity for an experienced PGA Qualified Assistant to join a prestigious Private Members Golf Club.

Facilities include range, short game area and Swing studio using TrackMan. We operate a five day, 30 hour week Pro Shop shift Rota. The successful applicant must be dedicated to customer service, personable, possess good communication skills, IT literate and be a team player.

Experience in retail, custom fitting and a successful coaching record is essential.

Email CV and cover letter to: timpackham@btconnect.com

Dundrum House Hotel & Golf Resort

Dundrum House Hotel & Golf Resort is looking for a focused PGA professional who has a passion for Golf services, specifically in the roles of Coaching, Custom Fitting & Club Repair.

The successful candidate will have a good commercial sense for the business along with excellent people skills.

They must be an ambitious PGA professional, with an appetite for continuous professional development.

The package includes a generous commission structure with lots of opportunity to grow your earnings.

If you feel that you have the skillset to excel in this role, please email your application, detailing your reasons for suitability and current CV, to marianriordanpga@gmail.com

The PGA Professional

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#makinggolfhappen

Grove Golf Club We have an exciting opportunity for an Assistant PGA Professional to join the team at Grove Golf Club. Role will include developing the junior academy, custom fitting, teaching and shop hours. If you are interested please email a CV and covering letter to alexlprice9@yahoo.com The Monmouthshire Golf Club Looking for a self-motivated PGA registered assistant to join the team.

Experience in retail, Individual, junior and Group coaching and Custom Fitting is essential. This role will provide a flexible shift Rota and a fantastic opportunity to furthering your career. Please send applications (CV & Covering Letter) to - stevewilliamspga@gmail.com Kingswood Golf Centre PGA Professional, qualified or nearly qualified required full time, for a busy, modern family golf centre. An exciting opportunity for a proactive individual with excellent interpersonal skills. Coaching, retail and custom fitting experience preferred, excellent earning potential.

Apply to Dan Gregory dannygregorygolf@gmail.com or call 07912 271 859 for more info.

Baberton Golf Club Qualified/ 3rd Year Professional Required at Baberton Golf Club An opportunity to join a busy pro shop team at an Edinburgh club with 850 members. Ability to display initiative and drive to run the retail, coaching and custom fitting using TrackMan is essential. Email CV/ Covering letter to: Iain Lowdean, boydlowdean@gmail.com Little Golfers Coach needed for expanding junior academy. Experience with working with kids is essential and a real passion for junior coaching. Based out of an indoor studio plus local golf course in south west London. Training, support and personal development will be given. Email CV and covering letter to: info@littlegolfers.net Kingsknowe Golf Club, Scotland 3rd Year Trainee or Qualified Professional required at a busy members’ club. Flexible shop hours. Key role will be developing Junior and Ladies golf. Experience in this is required. Please send CV and cover letter to Michael at proshop@kingsknowe.com. Closing date 15th March, with start date in April/May. Rushmore Golf Club, Wiltshire/Dorset Self-employed Professional required to join established team at Rushmore GC. Excellent retail and custom fitting skills required for guaranteed shop hours per week. Lucrative coaching opportunities available. Contact Richard at golfpro@rushmoreuk.com for more information, or email CV and cover letter to golfpro@rushmoreuk.com.

Walmer and Kingsdown Golf Club PGA Qualified Professional or Trainee required to join our team on the Kentish riviera. Role to include retail, coaching, custom fitting.

Competitive salary plus 5 day working week available to the right applicant. If you would like to become part of our team, please email CVs to richperkspga@hotmail.co.uk Sudbury Golf Club James Wood (Head Professional) is searching for a customer focussed and business minded retail manager to manage, deliver and ensure the success of the Proshop & retail business. Salary + Bonus Please send application to ian@timberlakegolf.co.uk or call 07764 682018.

Farleigh Golf Club, part of Foxhills Collection, Surrey Passion for golf and sales? We are looking for candidates to assist with the day to day running of the retail outlet at Farleigh Golf Club.

Successful candidate also has the opportunity to teach, if desired, outside operational hours. To apply or for more information please contact james@farleighfox.co.uk

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

ON THE

RIGHT TRACK

CAREER PATHWAY I finished my A-levels and knew that I wanted to work in the golf industry, having played golf to a decent standard at County level. At 18, I decided not to go to university like all my friends, and instead managed to get a part-time job at Branston Golf & Country Club in Staffordshire. Around 50% of my time was spent working in the golf shop with responsibility for retailing, helping the club pro and day-to-day running of the driving range, and for the rest of the time I was working behind the clubhouse bar.

Luckily, I must have made a good impression to PGA pros Richard Odell, Ady Wheatcroft and Ian Walley, as it wasn’t long before I was taken on full-time, and I spent the next seven years at Branston, progressing through the ranks to eventually become Golf Academy & Operations Manager.

However, I knew if I really wanted to maximise my potential in the industry, I needed professional qualifications behind me. I decided to complete an MBA Masters degree to help develop my business acumen, and also joined the PGA which was an invaluable experience. Both qualifications have been so beneficial to have on my CV, and undoubtedly helped me on my journey.

I was fortunate to get an opportunity to work under PGA Member Simon Wordsworth who was CEO of Event Management Business, The Aspiration Group and 59club. He offered me the chance to join his new team as Golf Venues Manager and, for nearly three years, I got to work with some of the most prestigious venues in golf.

My next career move came when I got a job offer to work for PING, and I

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Mike Lea, the new Trackman Sales & Business Development Manager for the UK, explains his varied career journey as he embarks on an exciting new challenge.

spent the best part of the last decade as their European Fitting, Events & Education Manager. I had responsibility for growing the custom fitting side of the business across Europe, along with the training & education programme of accounts, and I also spent time with media partners to present and promote new product launches.

No two days were the same and I got some incredible once-in-a-lifetime experiences - from travelling the world to hitting golf shots in the Houses of Parliament! I worked with players like Lee Westwood, cricketing royalty in Ben Stokes, and even helped World Heavyweight Champion boxer Anthony Joshua get kitted out in the latest PING product.

why we specifically launched Trackman Range which offers tour technology for all levels of play. Golf practice and player development are going through a period of tremendous change, with technology being a central component in that transformation, and I am looking forward to helping grow the Trackman brand throughout the UK.

MY CURRENT ROLE I started a new role with Trackman on February 1st as Sales & Business Development Manager for the UK, and am really excited to be working for another innovative market leader, helping drive the business forward in a segment that is growing extremely quickly.

One of the most impactful pieces of technology to make itself known in golf is the ‘launch monitor’ as Trackman’s radar technology has revolutionised ball and clubtracking data in golf since 2003, and has become the must-have piece of kit for the modern-day club fitter and golf coach.

Clubs with practice facilities should be exploring adding technology to their services as driving ranges of tomorrow are more than a practice facility before a round of golf, and that’s

BEST ADVICE I WAS GIVEN “Believe in your own ability.” This might sound obvious but developing belief in yourself is so important. Your mistakes, weaknesses and fears do not define you.

CAREER INFLUENCE My family got me into golf from a young age and have played a pivotal role in my successes. A very good friend of mine, Ray Maginley, has always been a person I would turn to for sound advice. I have learnt to be careful who you take your advice from, as a lot of people will try to give it.

BEST ADVICE I WOULD GIVE “If you’re in, be all in.” If you have a vision, a goal, or have made a commitment to yourself, whether it be at work or at home, you need to fully embrace it and do everything you can to make it happen. The accountability lies with you.

WHAT I WISH I’D KNOWN The national lockdowns we have had to endure have been a time to reflect. As Benjamin Franklin said: “Take time for all things, great haste makes great waste.”

When you stop rushing and slow down, you enjoy life more. Things are more interesting.

You are more present in the moment. You make fewer mistakes.

February 2021

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www.pga.info

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