The PGA Professional magazine - July 2020

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Volume 16 Issue 6 July 2020

CLIMATE CHANGE Are golf courses under threat?

R&A COVID SUPPORT FUND For PGA Members

WHS LAUNCH COUNTDOWN THE RIGHT IMAGE?

Top tips for content marketing

LOFTY AMBITIONS

Increase your wedge sales

Mark Smith - PGA Professional Stamford Golf Club

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

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

CONTENTS FEATURES

TRAVEL

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THE IMPACT OF CLIMATE, CHANGE

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Is your livelihood on the line?

WORLD HANDICAP SYSTEM We sat down with England Golf’s Gemma Hunter to discuss how the new system will affect golfers

THE PERKS OF TRAVEL

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If you’re not already offering breaks to your members then the likelihood is you know a fellow pro that does

MORE THAN A GOLF BREAK Sicily’s Verdura resort

ASK THE EXPERT Newbury & Crookham’s Barry Newman shares his golf travel insights

BEAKING DEALS Latest in UK and Europe

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Editor: jane.carter@pga.org.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Antje Derks, Golfbreaks.com, First Degree Golf, Me and My Golf Photographers: Adobe Stock, Getty Images, First Degree Golf, Me and My Golf

INSIDE THE PGA

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ROBERT MAXFIELD

Production Assistant: Kelly Lewis

This month from The PGA’s Chief Executive

Design: Andrew Beavis

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

MEMBERS SPOTLIGHT Harry Scott

INTERNATIONAL

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SWISS DREAMS Working for Migros Golfparks

PGA RETAIL

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Latest product launches and industry news

WHEN THE GOING GETS TOUGH TGI Golf’s Eddie Reid on the meaning of a partnership

MIND THE GAPS

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There’s a growing market for specialist wedges, here’s some tips to help you sell more

WATCH OUT

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Round up of the versatile wrist-worn golf GPS devices to keep your customers’ games on track this season

HOW TO WIN BACK YOUR CUSTOMERS Learn about the latest technology to help retain your core customers and gain new ones

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SHOULD YOU USE A LINE ON YOUR BALL?

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Me and My Golf share their insights from working with Rickie Fowler

SHAPING YOUR COACHING BUSINESS Through technology and data

CLUB MANAGEMENT

TRADE NEWS

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COACHING

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

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NEW MEMBERS RETENTION

STARTS NOW Record new member numbers mean retention is now the focus

MARKETING

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FIVE TOP TIPS For better marketing images

MEMBERSHIP

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

RECRUITMENT

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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 2020 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

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The Perfect Match

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

#makinggolfhappen

FROM THE CHIEF EXECUTIVE

T

he challenges of Covid-19 continue, and indications are they will be with us for some considerable time. It's no surprise to read about the effects it has had on the economy, now and looking to the months ahead, and the golf sector at many levels has been hard hit.

Many of you have contacted us around support for your business and we are therefore pleased to announce the welcome news of the R&A’s Covid-19 support fund grant to The PGA to directly support our Members.

This will be distributed throughout the months ahead until spring 2021. We will be communicating the details in the coming weeks

ongoing discussion with Government and our own teams. The safety of all those involved is paramount and those of you who have been following the opening up of other professional tours will recognise that it is not without its difficulties. We are constantly reviewing the schedule and will be making further updates in the coming weeks. We appreciate there are many of you who rely on tournaments as an important income stream and we are doing our utmost to create as many opportunities as possible in the remaining months of the season.

Whilst Covid-19 has dominated our work during the past few months, it is important that we are not diverted from our core objective to make The PGA a strong, resilient Association in

“

The R&A is a long-time supporter of The PGA‌.. They recognise us as integral to the future growth and wellbeing of the game and this has never been more important than now.

but broadly we are committing to four key areas of support- business advice and education, support for those directly affected by Covid-19 through the benevolent fund, mental health, employment support and playing opportunities for trainees.

Unsurprisingly these are the areas we have seen the greatest impact on our Members and we hope it will go some way to supporting those most in need through challenging times now and in the future.

The R&A is a long-time supporter of The PGA, not just financially but in continually highlighting the important work carried out by PGA Professionals throughout the world. They recognise us as integral to the future growth and wellbeing of the game and this has never been more important than now. Our thanks to them for this continued support and we will ensure that it is support that gets to where it is most needed.

Playing opportunities for trainees will be vital in the months ahead as they begin or continue their education and training. We appreciate they are not the only Members for whom Covid-19 has had a severe impact on playing opportunities and therefore income . We recently updated Members on tournament activity, and this is an The PGA Professional

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the years ahead so that we can meet our core objective of improving your lives personally and professionally. You will have heard me speak of the changes to The PGA Membership model and the planning around this continues at pace.

In the coming weeks we will be re-vealing more details both in the magazine, Connect and directly to Members. It is important work and the events of the last few months have made us even more certain that the steps we are taking now are vital to better supporting our Members now and in the future, whichever sectors of the industry they may work in. Beginning a period of change is never easy, but as an Association we cannot stand still. As we develop and strengthen both our reach and influence, so will Members see the benefits in their professional careers, and standing within the industry, and as a consequence, increased personal benefits. There has never been a more compelling time to take these first steps.

Robert Maxfield Chief Executive

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

European Tour caddy and professional golfer Louis Boston is ready to share his vast knowledge and experience of the game with members of The Manor House as he looks to make his mark at the Wiltshire club.

The 32-year-old makes the move to the par-72, 18-hole venue from his role at Chippenham Golf Club and looks to build on the club’s reputation of high-standard golf coaching.

Boston commented: “I am delighted to be back at The Manor House, where I was a junior member back in the day, hoping to bring back the expertise that I have gained over the years to get the best out of the golfers who play here."

After a decade at Cooden Beach Golf Club, Paul Nessling has moved to Sedlescombe Golf Club where he will mix his time between coaching and playing on the Alps Tour, The PGA Euro Pro Tour and in PGA tournaments.

Also in the South region, Greg Tilbury has moved to Windmill Hill Golf Centre to become their new teaching professional following a fouryear spell at Abbey Hill Golf Centre. Chris Tyson joins Osborne Golf Club as a club professional, while Hannah Robb is now a teaching professional at Sunningdale Heath Golf Club.

In Scotland, Ross MacLeod ends a seven-year spell at Clydeway Golf Club to start Ross MacLeod Putting. PGA

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Acushnet becomes a PGA Principal Partner Acushnet, the parent company of global golf brands Titleist and FootJoy, has announced a three-year extension of its partnership with The PGA that will see the pair’s long-standing relationship run until at least 2023.

As a Principal Partner, Titleist and FootJoy will support PGA Members in several key areas, such as the incorporation of product performance and custom fitting material into the Continuing Professional Development educational courses.

This will be in addition to applicable business and management content, plus an annual masterclass from one of Titleist’s top club fitters.

PGA Foundation degree students will also have access to relevant equipment technology and custom fitting materials as part of their studies, while both Titleist and FootJoy will sponsor The PGA’s annual ‘Assistant of the Year’ award, recognising the achievements of the next generation of professionals.

In addition, Acushnet will facilitate work placements for top PGA students at its head office.

Matthew Johnson, General Manager – UK Region, Acushnet Europe Ltd, said: “We look forward to working closer than ever in the years ahead as we continue to educate and provide opportunities for the next generation of professionals.”

Acushnet’s support will also extend to product support, with Titleist providing a range balls, as well as golf bags for certain key events – such as the PGA Professional Championship, the Women’s PGA Professional Championship and the PGA Cup matches – the latter of which will also see the team supplied with FootJoy golf shoes and gloves.

Robert Maxfield, Chief Executive of The PGA, commented: “Both Titleist and FootJoy are not only committed to the excellence of their industry-leading products, but have also demonstrated their drive to educate and provide opportunities for our professionals. We are excited for what the future holds and look forward to working more closely together in the years ahead.”

Rule is youngest female Advanced Professional Somerset-based Katie Rule turned being unable to work during the recent COVID-19 lockdown into a huge positive by using the time to become the youngest female to attain PGA Advanced Professional status.

The 27-year-old, who is attached to Mendip Spring Golf Club, near Bristol, is also the youngest pro of either gender to achieve The PGA’s Director of Golf qualification.

“It was very frustrating not being able to work so I was determined to put the free time to good use,” said Rule. “Once I know I want to complete something I just do it. Working two or three hours a day, this took me six weeks.”

Luxury Travel Guide Award winners The London Golf Performance Academy has won the Golf Academy of the Year award in South England with Luxury Travel Guide.

The judges were impressed with the reviews, website, social media and help in bringing people from all ages, backgrounds, genders and ethnic groups into golf.

PGA Professionals Paul Elvin and Fabio

Carminati, along with PGA Assistant, Mark Curtis, will collect the award at a special presentation evening later in the year in London.

The Golf Academy, which is based at Bexleyheath Golf Club, has been operational for just over two years and in that time it has built a client list from zero to more than 2,000.

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NEWS ON THE MOVE Fellow Professional Julie Otto is now taking bookings under Julie Otto Golf, while Fraser Dunlop is now a director of golf at Mortonhall Golf Club.

Chee Chan Golf Resort opens PGA Academy A new state-of-the-art PGA accredited golf academy has opened its doors at the Chee Chan Golf Resort, Thailand to add to its world class golf facilities.

Located just outside Pattaya, The Chee Chan Golf Resort opened in 2018 and is ranked as the best course in Thailand by Golf Digest.

The new PGA Academy is an exciting addition to the facility, offering the very best in golf instruction and teaching technology. Great Britain & Ireland PGA Professional, Ewan Hogarth, has been recruited to head up the new academy.

Robert Maxfield, Chief Executive of The PGA, commented: “The new PGA Academy at Chee Chan Golf Resort is a fantastic addition to the portfolio of PGA branded golf academies around the world, and the exceptional facilities available at the resort is a perfect match for the PGA brand.”

The Chee Chan Golf Resort becomes part of the PGA family of branded facilities, joining a number of prestigious international venues including The Belfry in England and Gleneagles in Scotland.

IMG provide golf management services to Chee Chan Golf Resort, and Paul Burley, Senior Vice President, IMG and a PGA Master Professional, added: “Chee Chan Golf Resort offers an exceptional golf experience, and with the addition of the PGA Academy, our guests will now have access to firstclass tuition and practice facilities that are some of the best in the region.”

Grahame Harris (1948 – 2020) Grahame Harris, a golfing pioneer who spent two decades helping grow the game in Vietnam, has passed away at the age of 72 following a short illness.

Grahame worked at five clubs in Vietnam, culminating with an 11-year spell at The Dalàt At 1200 before he retired last September.

Before working abroad, Grahame enjoyed a spells at the John Jacobs Golf Centre and Wentworth, where he trained under three-time Ryder Cup captain and PGA captain-elect Bernard Gallacher. He also worked in Austria and Uzbekistan before returning for a five-year spell at The Worcestershire.

“Wherever Grahame found himself he was a staunch supporter of The PGA and incredibly proud of being a Member right to the end of his life,” said his son-in-law Stephen Peters.

“He never talked about his golf but towards the end he wanted everyone to know he was a member of a special club. He was insistent his daughters told the nurses in the hospice where he spent his final days what he used to do. He was very proud of that."

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PGA National Italy re-opens Argentario Golf Resort & Spa has re-opened and is ready to welcome guests once again to its luxury hotel and independent villas this summer and autumn.

The resort is committed to protecting the health and safety of all its guests – as well as its employees - without compromising the high-quality level of experience of staying at the hotel, known for its personal service and attention to detail.

New playing rules will ensure the full safety of golfers on the ecofriendly championship golf course with its magnificent panoramic views over the Orbetello Lagoon the Tyrrhenian Sea. Argentario has also reviewed its cancellation policy to offer greater flexibility and eliminated all penalties up to three days before arrival in the low season and seven days in the high season.

Tim Poyser, a caddie on the European Tour, becomes a club professional at Golfclubs4Cash.

In the East region, Daren Turner leaves his assistant manager job at Metro Golf Centre to pursue his coaching as a teaching professional at Centurion Club. Will Farley has also started a new role as the head professional at Indooroutdoor Golf after spending four years at Rushmere Golf.

Richard Bean has started a new role as Keele Golf Centre’s Golf Manager having spent a decade as the head professional at DeVere Wychwood Park.

Two other moves in the North region see Martin Longshaw join Chilli Dip Golf Academy as a golf coach and Alex Davies leaves his director of golf role at Belton Wood Golf Club to take up the general manager vacancy at Dean Wood Golf Club.

Elsewhere, Conor Rogers is taking his career abroad after agreeing to a move to Dubai where he will become a golf operations supervisor at Trump International Dubai, while Matthew Webb is now a club professional at the Huijing PGA Golf Academy China.

If you would like to feature in this column, or would like to highlight a new appointment, send details to membership@ pga.org.uk.

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NEWS Albatross Events to offer pros ‘prestigious’ golf experience The PGA North has announced a new working relationship with Albatross Events which will enable the region to create a host of fantastic events for PGA Professionals in the UK and overseas.

Albatross Events, owned

by PGA Professionals Andrew Scrimshaw and Martyn Jobling, offer a vast range of services including amateur competitions, pro-am tournaments, tuition breaks, bespoke golf days and referral breaks.

Scrimshaw commented: “Since establishing Albatross Events, our ambition has always been to deliver world-class events and tournaments that as PGA Members, we would love to play in ourselves.

“We are an organisation constantly driven by improvement and it’s great to now be working in association with PGA North Region enabling us to deliver our vision to fellow PGA Members.’’

Jonathan Paine, PGA Regional Manager (North), commented: “When we first met to discuss the venture we all realised that we shared the same vision for events and changes that needed to be made in order to accomplish this.

“It is great to be working with two PGA Professionals in their new business and I hope that this partnership flourishes to bigger things in the future.”

Albatross Events will be hosting its first prestigious Overseas Pro-Am Tournament in Dubai from January 23-30.

It will feature a £10,000 professional prize fund, with £3,000 going to the winner.

For more information visit: www.facebook.com/ AlbatrossEvents

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Boxing superstar visits Morecambe pro World heavyweight boxing champion, Tyson Fury, is trying his hand at another sport after paying Simon Fletcher a surprise visit at Morecambe Golf Club.

Fury, also known as ‘The Gypsy King’, has become one of the most recognisable figures in sport following a welldocumented comeback which saw the 31-year-old become a two-time heavyweight champion back in February.

TaylorMade organised a custom fitting session at the venue and Fletcher was on-hand to make acquaintance with the popular figure.

Fletcher commented: “Tyson only lives 200 yards away from the course here in Morecambe. I was impressed with his playing ability. He played golf before when he was based in Manchester and I think he played off a handicap of eight or nine.

“In boxing you generate power from the ground upwards and that’s the same in the golf swing, utilising your legs to create power.

"He’s a world figure now and he’s changed boxing. He was a lovely person, very well mannered, very grateful and quite humble; he came across really well. We talked golf and he’s taken one of my cards and said he’d ring me for a game.”

Shiels hits one million milestone

Rick Shiels has become the first golf YouTube channel to surpass the one million subscriber milestone, cementing his place as one of the world’s most watched golf media outlets.

Shiels, who launched his ‘Rick Shiels Golf’ YouTube channel in 2011, has seen

unprecedented growth over recent months, gaining more than 275,000 subscribers since the start of 2020, as his impartial, honest and entertaining presentation has continued to resonate with audiences around the world.

Shiels commented: “Our focus is always on creating content that will add value to our viewers, whether that be through them learning something new, improving their game, being entertained or a combination of all three.

“We don’t set out to specifically grow subscribers, but as we neared the one million milestone it had become a huge goal for me and the team. To be the first golf focussed channel to receive the gold YouTube plaque is incredible!”

To mark the milestone, Shiels announced that he would be launching a junior development initiative, which will support his fellow PGA Professionals and junior coaching programmes, launching in Spring 2021.

PGA Cup duo to play Scottish Open Scotland’s Paul O’Hara and Craig Lee have been allocated places in the 2020 Aberdeen Standard Investments Scottish Open at The Renaissance Club, East Lothian, in October.

Both players were members of the 2019 Great Britain and Ireland PGA Cup team and the invites follow the cancellation of the tournament’s qualifier because of the coronavirus pandemic.

O’Hara has earned his place by virtue of winning the 2019 Scottish PGA Championship and Lee as a result of his fourth-place finish in the 2019 PGA Play-Offs.

Elsewhere, Ireland's Damian McGrane and

Colm Moriarty have been allocated places in the 2020 Dubai Duty Free Irish Open.

McGrane, who helped Great Britain & Ireland win the PGA Cup in 2017, has earned his place by virtue of winning last year's Irish PGA Championship, while Moriarty as a result of finishing runner-up in the 2019 PGA Play-Offs.

The qualifer for the Dubai Duty Free Irish Open has been cancelled because of the coronavirus pandemic and the event itself, which was due to be staged at Mount Juliet Golf Club, Co Kilkenny, in May, was postponed for the same reason. A new date has yet to be confirmed.

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We’re here to help you get your business back on course...

TITLEIST E-SALES www.acushnetgolf.com TITLEIST ONLINE ASSETS https://acushnetgolf.box.com/titleistuk TITLEIST UNIVERSITY https://titleistuniversity.exceedlms.com

Contact your ASM for further details.

NEWS Weekly webinar series is a hit PGA Members have been taking advantage of a free weekly CPD webinar series with industry-leading speakers following its launch during lockdown.

PGA LIVE has been providing Members with useful guidance, tips and advice, with speakers giving an insight into their area of expertise.

The first webinar took place on May 5 and since then The PGA has been running live webinars every Tuesday. A series of pre-recorded webinars have also been added to the PGA Live page.

Members who engage with PGA LIVE webinars will be able to add them to their CPD record.

“As an organisation we task ourselves with maintaining an excellent level of support for our Members,” said Tim Bamber, Member Education Coordinator for The PGA. “Inevitably, the goal posts have changed due to the COVID-19 pandemic and part of our support during this period has seen the introduction of CPD webinars through the newly established channel.”

“Since the beginning of May we have run just over 40 webinars with 63 different speakers covering 16 broadly defined, subject areas. More than 1,000 Members have engaged with the 15 live webinars thus far and the feedback we have received has been extremely positive.”

All webinars are available to watch on the PGA LIVE hub. If you have any feedback or suggestions for future webinars email cpd@pga.org.uk.

Brittain’s invention proving gold-plated PGA Assistant Jamie Brittain has capitalised on being laid off during the lockdown by launching a training aid that has already clocked up 1,000-plus sales worldwide.

The aid, known as The Swing Plate, provides a secure housing for alignment sticks so that golfers can hone their swings while practising.

“Using it means golfers do not need a range basket to support an alignment stick or insert it into the ground,” explained Brittain, the 2019 PGA Midlands region Order of Merit winner.

“I’ve being using it for a while since a customer, who runs an engineering company, made it for me. I was coaching his granddaughter and getting the right angle for the alignment stick so that she could practise her swing was difficult.

“That’s how it started. Then just before lockdown I put a video on Twitter of me using it and got loads of positive comments. So when lockdown started and I was unable to play or coach, I thought I’d try and take it somewhere.”

That involved the 30-year-old enlisting the help of golfing contacts to source distributors.

“I used the lockdown to network,” added Britain, a Year 3 Assistant attached to the Matthew Lea Golf Academy, Telford.

“A friend in Sweden who I caddied for in Portugal has come up with an agent who is in talks with the biggest retailer in Scandinavia.

“USA-based golftrainingaids.com are selling it, and my coach, Liam James, has set me up with a contact in Australia.

“I’ve had to knock on a few doors and reckon I’ve sold just over a 1,000 to date. Now, through social media, companies are approaching me.”

Visit www.theswingplate.com

Support for PGA Members through The R&A’s COVID-19 Support Fund PGA Members will benefit from a funding package put forward by The R&A to help the golf industry with the impact of the ongoing Covid-19 pandemic.

The R&A Covid-19 Support Fund is aimed at national associations and other affiliated bodies in Great Britain & Ireland, including The PGA, to help golf facilities facing serious financial difficulties.

The funding secured by The PGA will be used to support Members in a number of key areas.

A wet winter, combined with the Covid19 outbreak earlier this year, has left many Members struggling financially. Some pros are bracing themselves for cash shortfalls in the winter months ahead, which is why business advice and education through the Benevolent Fund will be welcome support during these unprecedented times.

The PGA Benevolent Fund helps Members who have fallen on difficult times. The Association plans to use some of The R&A funding to enhance this support, as more requests are anticipated in the months ahead on the back of the COVID-19 pandemic.

Another key area for concern is

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employment support. Government restrictions in response to the COVID-19 outbreak has meant many businesses have been unable to open fully since lockdown.

The impact of the COVID-19 pandemic reaches far beyond the physical health of those infected by the virus. The mental health of Members has been exposed, from concerns about the virus itself, to the pressures of mass isolation. Thanks to The R&A Covid-19 Support Fund, further support is in the pipeline, including enhancing the current helpline service and one-to-one support for Members.

The impact of COVID-19 also filters down to PGA Trainees, whose opportunities to play competitive golf have been somewhat limited.

Support will be provided in this area with the addition of more than 20 events for trainees across The PGA’s seven regions in the UK and Ireland.

The PGA will provide further information on these new services in the coming weeks.

The new provisions are in addition to the ongoing support Members have received since the start of the COVID-19 pandemic.

The PGA’s dedicated COVID-19 Helpline continues to help Members and golf clubs

during this unprecedented time, while the Association’s COVID-19 Resource Hub is still regularly updated with essential information and advice.

Robert Maxfield, Chief Executive of The PGA, commented: “The COVID-19 crisis has impacted most of our 8,000 Members and Trainees, who continue to show amazing resilience in the face of adversity at golf facilities across the UK, Ireland and around the world.

“The R&A COVID-19 Support Fund will provide PGA Members with much needed help and support during these unprecedented times as they continue working day in, day out ‘making golf happen’ by delivering on the aspirations of the golf industry.”

Martin Slumbers, Chief Executive of The R&A, added: “The pandemic is having an unprecedented impact on golf and many clubs are facing dire financial situations through no fault of their own.

“Golf is in our DNA and we want to see the sport continue to thrive from grassroots right through to the top level on the professional tours. We have a responsibility to do what we can to help in such a crisis.”

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FEATURE

THE IMPACT OF CLIMATE CHANGE

IS YOUR LIVELIHOOD ON THE LINE? A recent survey carried out by the R&A as part of the Golf Course 2030 project, revealed ‘relaxed’ views on the threat of climate change from PGA Professionals.

But is it already having a major impact on the game? Steve Isaac, DirectorSustainabilty, The R&A, highlights the challenges.

W

hy do your customers come to see you at the golf facility? Be it the coaching you provide, the golf equipment and accessories you sell or the play you manage, golfers come to PGA Professionals because they want to be on the golf course. They are attracted to golf facilities mainly because of the condition and playability of our golf courses, the standard of which has risen consistently over recent decades thanks to more effective resourcing of course management and the establishment of a good education programme for greenkeepers. The condition of the golf course (greens, fairways, tees, bunkers and aesthetics) filled 50% of the top 10 rankings for importance related to the golfer experience in a UK survey carried out by Syngenta.

The standard of the course on which golfers play clearly matters to them. Consequently, it also matters greatly to the golf business and to the career prospects of the PGA Professional. What

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if the condition of our golf courses came under threat? What if we saw a serious deterioration in the quality of the greens, fairways and bunkers through the impacts of climate change, resource constraints and regulation? These are the issues being investigated via The R&A Golf Course 2030 initiative.

117 PGA Professionals recently completed an R&A commissioned survey conducted by Sports Marketing Surveys Inc which asked the golf club management team (PGA Professional, Club Manager and Course Manager) their level of concern for the condition and playability of the golf course at the facility they work at in relation to climate change, resource constraints and regulation. Figures 1 to 3 show the response of PGA Professionals.

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FEATURE 34% 29%

Figure 1. The proportion of PGA Professionals ‘very concerned’ by the challenge of climate change to their facility.

16% 10%

FLOODING

SOIL SATURATION/ STANDING WATER

EXTREME HEAT

DROUGHT

26% 21%

9%

9%

MILD WINTERS/ LATE GROWING SEASON

STORM DAMAGE

Figure 2. The proportion of PGA Professionals ‘very concerned’ by the challenge of resource constraints to their facility.

9%

WATER COST

SAND AND GRAVEL AVAILABILITY

13%

PESTICIDE AVAILABILITY

21%

9%

9%

GREENSTAFF RECRUITMENT

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GREENSTAFF RETENTION

Figure 3. The proportion of PGA Professionals ‘very concerned’ by the challenge of regulation to their facility.

9% 4%

WATER AVAILABILITY

WATER COST

TRAINED GREENKEEPER RECRUITMENT

PESTICIDE AVAILABILITY

• wading through masses of worm casts and coming off the course with muddy shoes • more weeds than grass on fairways and playing off horribly inconsistent lies • bumpy putting surfaces caused by disease scars and insect pest damage • months of course closure for repairs after flooding and drought events.

Is this the sort of golfing experience that would appeal to you? I doubt it. Would you be concerned about attracting people to play golf in such a situation? Probably. This is a possible scenario if the game is unable to mitigate against the challenges that are being, and will increasingly be, posed by the changing climate, constraints in the availability of resources, and regulation.

SO WHAT ARE SOME OF THESE CHALLENGES?

4% WATER QUALITY

COASTAL EROSION

14% 15%

12%

WATER AVAILABILITY

7%

A quarter to a third of PGA Professionals responding to the survey consider flooding and standing water, and pesticide availability to be serious concerns. Of the other issues drawn to their attention, the reaction was fairly relaxed. This response flies in the face of stakeholder engagement during the development of Golf Course 2030. The PGA was one of 26 organisations that helped shape Golf Course 2030 through 2018 and 2019, and this stakeholder group pinpointed the challenges presented in the survey as priorities for research and education.

Might we have got a different response if the survey had asked if the outcomes on the ground from these challenges would be a concern? What if we had asked would you be concerned if playing golf involved:

PESTICIDE HANDLING AND USE

POLLUTION PREVENTION

6%

HANDLING AND DISPOSAL OF WATER/ HAZADOUS WASTE

Climate forecasts predict: • Increase in the frequency of hotter, drier summers. Having a sustainable source of water for irrigation will become increasingly important • Increase in winter precipitation and increase in river flow, which will result in more flooding and associated turf management problems • Milder winters, which will result in a longer growing season and changes in disease, pest and weed incidence • Sea-level rise and increased risk of coastal flooding, which will impact on coastal golf courses.

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FEATURE

Golfers value today’s high standards of course conditioning.

“

There are only 30 years supply left of some grades of sand used in golf course construction and maintenance.

Water availability will become an issue, particularly in the southeast of England where demand could outstrip supply through population growth and greater urbanisation.

There are only 30 years supply left of some grades of sand used in golf course construction and maintenance.

Over the past decade around 60% of the pesticides we had available for course management have been removed from sale.

The regulatory trend is for fewer chemicals and stricter control as to how and when they are used.

Serious damage from insect pests and worm casting is already being witnessed at many clubs.

Greenkeeping is not considered an attractive career option and we could see a reduction in the labour force and fewer greenkeepers taking up education opportunities. Are you more concerned?

This is where Golf Course 2030 comes in.

BUILDING RESILIENCE AND ADAPTABILITY If we are to face up to the impact of climate change, find solutions to a shortage of greenkeeping labour, aggregate and other resources, and compensate for more strictly regulated supply of water and chemicals for disease, pest and weed management, then we

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need a programme of research, education and communication. This is being delivered by Golf Course 2030, The R&A initiative backed by the golf industry.

The current Covid-19 pandemic has brought about the same need for resilience and adaptability in course management as we have moved through lockdown, essential maintenance advice, into preparation for a return of play.

The PGA, BIGGA, GCMA, home governing bodies, course owners, EIGCA, research organisations, education providers, trade suppliers and more have come together as a stakeholder group to agree on a programme which has identified the priorities we need to address if our golf courses are to become resilient to the challenges we face.

The 26-strong stakeholder group identified the following areas as key to preparing the game to face the challenges from climate change, resource constraints and regulation: • course condition and playability • resources (including sustainable options for disease, pest and weed management, aggregates and the greenkeeping workforce) • water (as a limited resource and coping with too much) • coastal management

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FEATURE

• communications (making Golf Course 2030 relevant).

Action plans were produced by stakeholders and from these potential research and education projects were identified. A call for proposals against the project briefs was put out towards the end of 2019 and 14 projects were approved for Golf Course 2030 funding from The R&A. These projects are now underway and cover: • Golf course quality standards • Education for the greenkeeping workforce and the profile of the greenkeeper • Integrated turf management to identify options for sustainable management of diseases, pests and weeds • Grass selection for greater sustainability • Water management with regards to irrigation and drainage • Coastal management studies.

More details on these projects can be found on The R&A website at https://www.randa.org/en/ sustainability/gc2030-projects Even if we are successful in mitigating the impact of climate change, resource constraints and regulation, we may witness a change in the way golf courses are prepared and presented. In much the same way as we will need greenkeepers to

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adapt, so may golfers need to have the variety in their game to cope with changing and sometimes challenging conditions.

WHAT IS YOUR ROLE IN GOLF COURSE 2030?

The PGA is playing its part as one of the key stakeholder organisations that is helping to shape the Golf Course 2030 initiative.

The PGA Professional working at a golf club is an influential figure who commands respect. As such, it is important that you engage with Golf Course 2030 and look to: • Be more aware of the challenges of climate change, resource constraints and regulation on the condition and playability of our golf courses • Work as part of the golf club management team. Understand the issues being faced by the course and club manager and support them in developing a strategy to mitigate the challenges posed by Golf Course 2030 • You are often the first point of contact with customers and an influential voice. Ensure the messages you pass on about the condition and playability of the golf course are consistent and agreed with the course and club manager • Help to manage golfer expectation and teach the skills necessary for a different style of golf.

• Play your part in delivering Golf Course 2030 and ensuring that golf is thriving in 50 year’s time. ●

July 2020

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WE’VE GOT YOUR BACK partnership

The wisest business decision you will make.

Being a successful PGA Professional is a complex matter, so be part of a forward thinking group. The TGI Golf Partnership’s collaborative approach offers current and relevant business solutions, and thought leadership to driven, engaged professionals.

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THE TGI GOLF PARTNERSHIP IS A GOLF RETAIL SERVICES GROUP, OWNED BY PGA PROFESSIONALS.

INTERNATIONAL

SWISS DREAMS

WORKING FOR MIGROS GOLFPARKS When you think of Switzerland you picture mountainous landscapes, stunning ski resorts, luxury time pieces and chocolate. It is also home to around 70 PGA Members who are employed in a variety of roles across the country.

STEWART FRANKS Golfpark Otelfingen Stewart Franks is a graduate of the Applied Golf Management Studies (AGMS) degree and has been based in Switzerland for a decade.

Primarily it’s a teaching position. There’s an emphasis on customer satisfaction, retention and group tuition with workshops and clinics on offer. I do very little repairs or hardware sales as my time is usually on the course or driving range. During the off season from November to March I offer tuition breaks abroad, mainly with customers I’ve worked with during the season.

“Migros offer a generous employee pension scheme and with that comes security as employed golf professionals we receive a regular monthly wage. For example, applying for credit or a mortgage as a Migros employee is an added benefit in comparison to a self-employed professional where an income is largely seasonally based.

Another benefit is that Migros Golfparks are public golf courses with their motto “Golf for everyone”. Being located between two large towns: Zurich and Baden, and with its own train station equips us with a large footfall. We are never short of meeting new clientele because of the steady influx of new customers/golfers.

Furthermore, I’d like to mention that Migros fully support my intentions to better myself. Since I’ve been working for Migros I have achieved a PgCert in Business Administration and become recognised by The PGA as an Advanced member.

If you want to come to Switzerland learning German French or Italian would be a significant advantage.

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There around 90,000 affiliated golf club members in Switzerland who are attached to approximately 100 courses.

One of the biggest employers of PGA Professionals is Migros, which is also the largest supermarket chain in Switzerland and one of the largest employers in the country. Its reputation for high quality goods and employee satisfaction filters down to its eight golf facilities which attracts around 19,000 members.

The company’s mission is simple – to make ‘golf for everyone’, making the game accessible and affordable for all.

Steven Carpenter speaks to four GB&I Members based at Migros Golfparks facilities about what it is like working for the company.

PETER CLARKE Golfpark Otelfingen Peter Clarke turned pro at 26 and decided to ply his trade as a teaching professional in mainland Europe. He worked in Germany and Austria before moving to Switzerland in 1995 where he has been teaching both beginners and national team players for the last 25 years.

Working for Migros 25 years ago was laughed upon by a lot of the Swiss pros here because we were paid a relatively low hourly rate compared to being self-employed, but as the years have gone by, things have changed and now many pros want to work for the company.

“Migros provides very good social services and like many companies now has a first-rate HR department that has your interest at heart and also your well-being.

A good example of the way Migros looks after its staff is the way the company compensated us during the recent lockdown.

Lost working hours were paid and there were constant updates on the situation throughout the pandemic in Switzerland.

“I think the best thing about working for Migros is the security of the position and the constant flow of work due to many people still taking up the game.

“Migros makes the game affordable to all people of all ages and being public enables golfers to enjoy the courses and range without paying a hefty membership fee. Working with fellow British pros is also good as we have something in common and a great background due to our PGA training.

July 2020

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INTERNATIONAL

JAMES JOHNSON Golf Limpachtal, Switzerland After gaining first class tuition on how to be successful retailer and club pro under the stewardship of PGA Master Professional, Tony Bennett, James Johnson pursued a career as a golf pro abroad. He worked at Golf Club Bürgenstock for four years before moving to Golf Limpachtal eight years ago.

I instantly fell in love with this astonishing, well organised country where it’s possible to continue to combine my playing and teaching career.

“My main role at Golf Limpachtal, owned by Migros, is giving individual lessons and group lessons in every aspect of the game to members and guests, from beginners to elite players.

“We have a very modern facility with Trackman, Toptracer, SAM PuttLab and can work all year round. I also take my students on golf trips abroad during springtime and play many pro-ams in Switzerland and abroad during the season. Migros is a great employer with good social security benefits.

“My advice to anyone considering a career abroad in Switzerland is take your education very seriously, don’t lose your passion for the game and develop your social skills and your emotional intelligence. Nowadays there are so many different areas where we can apply our profession and lifelong learning never stops.

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JULIAN MYERSCOUGH Head Professional – Holzhäusern Julian has been the head professional at Holzhäusern – the first Migros site – for 26 years.

Migros offers PGA Professionals a stable wage and a pension. The infrastructure at Migros sites is excellent, something for all level of players; short, nine-hole and 18 holes are found at many Migros sites. At Holzhäusern we do every sort of teaching from events, beginners to elite coaching with our six-man team.

“The teaching industry as a full-time occupation is in decline and I would suggest that future PGA Professionals diversify as much as possible. I have been in charge of the teaching concept and philosophy for 25 years and am now taking more free time to play myself.

Migros Golfparks operates eight publicly available golf courses throughout Switzerland with the aim of permanently changing the elite image of golf in the country.

As a partner of the Swiss PGA, Migros has made golf accessible to hundreds of thousands of people in Switzerland and continues make a valuable contribution to public health.

All Partners Are Equal Shareholders Dedicated Retail Consultancy Team Offering FREE In Store Advice Profit Distribution & Bonus Share Scheme Valuable Industry Insight TGI Golf Finance – 0% Finance Facility & Business Loans

For more information visit www.golfparks.ch.

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DRIVE OUR VISION 17 SHARE OUR SUCCESS

FEATURE

WHS Q&A… Ahead of the new World Handicap System’s launch on November 2, we sat down with England Golf’s Head of Handicapping & Course Rating, Gemma Hunter, to discuss all aspects of the new system and how it will affect golfers around the country….

GEMMA HUNTER HEAD OF HANDICAPPING & COURSE RATING

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Why has the new World Handicap System been created and when will it be launched?

The new World Handicap System (WHS) will be launched in England and across the whole of GB&I on 2 November 2020. It has been developed to unite six handicapping authorities around the globe and create a handicap index that is fair, equitable and portable anywhere in the world.

It will also provide a truer reflection of a player’s current playing ability, as well as allowing as many golfers as possible the opportunity to obtain and maintain a handicap index.

For instance, a new golfer will only be required to submit scorecards of 54 holes to acquire a handicap index. This makes the game more open and welcomes new players to take up the sport.

This month England Golf launch a new WHS toolkit. Tell us more about the toolkit and why it has been created?

The toolkit is designed to allow clubs to continue to educate their members on the new WHS system. Many club officials attended WHS workshops prior to the COVID-19 pandemic and this toolkit builds on the knowledge gained at these events.

It will allow clubs to help educate members on the changes that are coming and give them a greater understanding of the different elements to the WHS. The toolkit takes a step-by-step journey through the new WHS and comes with downloadable resources for clubs to put out to members via their own channels of communication.

Clubs can also adhere to a timeline for the education of members which will coincide with national media campaigns on the key elements of the WHS.

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FEATURE

Within the toolkit, a new educational campaign was unveiled. Can you explain how this new campaign works and how PGA professionals can utilise it?

The ‘Know the Score’ campaign aims to do exactly that – educate golfers on how their handicap index is calculated and how to apply this when playing the game.

‘Know the Score’ is a simple way for golfers as yet unfamiliar with the basics of the new WHS to understand how the three key elements (Handicap Index, Course Rating and Slope Rating) combine to produce their course handicap on any given day and on any given course.

It is important that PGA Professionals are themselves up to speed with the ‘Know the Score’ campaign as they will be crucial in helping golf clubs around the country educate their members on the new WHS before it goes live on November 2.

By becoming fully immersed in the campaign, PGA Professionals can help to minimise the burden on Handicap Committees, fielding queries on basic aspects of the WHS from members due to a lack of understanding.

How can PGA Professionals help golf clubs with the education of their members?

PGA Professionals will play a crucial role in helping golfers adapt to the new WHS. They will often be the trusted person ‘front of house’ dealing with the golfer as he or she signs in for a competition, collects a card and prepares to play.

If the PGA pro understands the WHS system and can communicate details to any golfer perhaps a little unsure of the calculations, then the whole transition from the current system to WHS will run far smoother.

What are some of the most important aspects of the WHS that PGA Professionals need to know about?

PGA Professionals will be important to explain how a golfer turns their handicap index into a course handicap for that day’s game.

It’s a simple formula once golfers get the hang of it and all done by computer or by referencing a chart that will be on display on or around the first tee.

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The ‘Know the Score’ campaign aims to do exactly that – educate golfers on how their handicap index is calculated and how to apply this when playing the game.

A player’s Handicap Index combined with the Slope rating for a particular set of tees on a particular course produces the course handicap i.e shots a player has for that round of golf.

Having a knowledgeable PGA Professional on hand to answer any basic queries will be a vital role for any golf club.

Do you think the new WHS will be received well by PGA Professionals?

PGA Professionals are, by their very nature, immersed in the game and will soon pick up the new system and understand the benefits it brings to both the regular golfer and those who play more sporadically.

Once everyone in golf understands their way round the system they will realise how it brings players together, makes for a fairer allocation of strokes and allows players to hand in scores from both social and competitive rounds over at least nine and up to 18 holes.

Where can PGA Professionals find out more information about the World Handicap System?

Details on the new WHS can be found by accessing the England Golf website and social channels, as well as the online hubs provided by both The R&A and USGA under whose auspices the new system has been introduced. ●

www.englandgolf.org/whs www.randa.org/en/worldhandicapsystem www.usga.org/ www.whs.com

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Q&A with Glenmuir MD Mikhel Ruia

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TRADE NEWS All the latest launches and industry updates

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TR A DE N E W S

Toptracer enhances Range experience New and returning golfers will be looking for expert advice to guide them through the equipment-buying process

Golf boom provides opportunity for PGA retailers to bounce back GOLFERS RETURNING to the game, and those playing for the first time, are providing opportunities for PGA Professional retailers to cash in on the golf boom that has exploded across the country during the Covid-19 crisis.

Demand for beginner sets and new clubs has been high in the immediate aftermath of the relaxation of lockdown measures, with early anecdotal evidence giving strong indications that on-course retailers are well placed to bounce back from the loss of three months of trade.

According to the results of a survey carried out with 1,500 UK golfers by Sports Marketing Surveys in the two-week period after golf’s return in May, 50% of golfers said that they would make ‘a conscious effort to buy equipment from their local PGA Professional’, and that getting clubs properly custom fitted was a more important element of the buying process than price.

The survey also revealed that over a third of golfers said they will play more golf at their home club this year than they did in 2019, which a similar percentage of existing club members stated that they are less likely to visit other golf courses and pay a green fee.

PGA Professional Mike Yorke, the general manager at Horsham Golf in West Sussex, is one of many PGA Members to have reported strong sales since retail’s return. He said: “We only reopened on June 15, so we are just a few weeks in, but sales have been extremely positive and probably up on last year. In terms of hardwear, there is a lot of demand for Cobra’s new Speedzone irons and drivers. I’ve noticed quite a few new faces in the shop and the club in general and the driving range is attracting a much younger audience, too.“ For more details on SMS’s ‘How Covid is Changing the UK Golfer’ survey, visit www. sportsmarketingsurveys.com.

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Toptracer has announced new updates for its driving range technology, headlined by the additions of Bethpage Black and Royal St George’s to its Virtual Golf mode.

Visitors at Toptracer Ranges can now tee it up at the 2019 PGA Championship venue and the 2021 Open Championship host, adding to a line-up that already includes Pebble Beach and The Old Course at St Andrews.

The par-3 eighth at Bethpage Black is also the new feature hole in the closest-to-the-pin mode.

A new child-friendly game called ‘Go Fish’ has also been added to the platform. Played individually or as a team, the game requires players to try and capture each of the 24 different sea creatures in a virtual aquarium. As with other game modes, players can sign in via the Toptracer Range app to view their progress. There is also a new game mode called ‘Capture the Flag’, a 15-shot game that challenges players to aim at physical targets on the real range.

Give your club Packexe protection CLUB MANAGERS and pro shop retailers looking to protect their staff and visitors from Covid-19 should take a closer look at the range of products offered by Packexe, a British-based company that has been leading the fight against the spread of the disease through its range of self-adhesive protection films, which have applications right across the workplace environment.

Used in ambulances during the pandemic to reduce the need for constant cleaning, Packexe self-adhesive protection films have a roll suited to every surface, with uniquely designed adhesives that work on carpet, hard floors, interior surfaces and glass.

The film is designed to adhere to surfaces for up to six weeks and can be easily removed without leaving any residue. Ideal for use on counter tops, card payment systems, buggy steering wheels and high traffic areas around the club, Packexe products are easy to lay and remove.

To find out more, visit www.packexe.co.uk, email sales@packexe.co.uk, or call 01392 438191.

July 2020

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TR A DE N E W S NEWSBURST

Puma reboots RS-G shoe PUMA GOLF’S new RS-G (Running System – Golf) shoes are inspired by the popular RS series first introduced by Puma in the 1980s and recently rebooted in 2019.

According to Puma, the RS-G delivers ‘unconventional, lifestyle-inspired vibes with all the performance technologies needed to play 18 holes.’ Incorporating the same, bold design as the sport-style version, the RS-G’s uppers are seamsealed and completely waterproof, with microfibre leather and TPU skin that delivers protection from the elements.

The outsole features exaggerated carbon rubber lugs which provide grip where it is needed most, while a Fusion Foam midsole delivers bounce-back cushioning combined with a Softfoam sockliner for increased comfort.

The RS-G shoes are available in Grey/Thyme/Pumpkin; White/Quiet Shade/Quarry; and Black/Quiet Shade/ Dark Shadow for men, and White/Quiet Shade and Peachskin/High Rise for women.

TaylorMade rolls out support for retailers TaylorMade Golf has responded to the hiatus in sales caused by the pandemic by offering its retail partners a range of special promotions to encourage golfers to buy new products.

These include a free 2-ball sleeve with every dozen balls from its TP5x range, including the new PIX ball; a 3-2 offer on dozens of Soft Response balls, and it has also extended a 4-for-3 offer on dozens of personalised TP5x balls.

With its area sales managers back working full-time since June, TaylorMade has also put its custom fitting team back on the road and is asking retailers to rebook any custom fitting days they had scheduled during the lockdown, as well as confirm any new dates.

All fittings will be conducted under strict health and safety guidelines according to the latest government advice, using approved PPE.

adidas shifts drop dates to take pressure off summer sales ADIDAS GOLF has delayed some of its scheduled product sell-in and drop dates for its new apparel and footwear ranges in response to the pandemic.

The company is moving it SS21 apparel launch to the trade by a month and will now launch at retail from March with two colour drops, rather than in January with three drops. The 2021 range will also be condensed in order to allow retailers to clear stock from the second half of 2020 and into early 2021.

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Andrew Law, adidas Golf’s managing director, said: “Our product team have been working very hard over the past couple of months to streamline the range. Normally we would be going live with the SS21 sell-in now, but this is low down on a retailer’s priority list at the moment, so we have delayed it a month.”

The company has also given retailers the option to return stock that they don’t think they can sell and is offering a write down discount on the

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products they have already ordered providing invoices are paid by August.

Adidas has donated over €4.25 million to Covid-19 related charities in recent months, including €3m to the WHO’s Covid-19 Response Fund.

It has also diverted material used in its Tour 360 Carbon shoes into the making face shields for healthcare workers, while £2 from every £20 spent on its website during April and May has also been donated to the Covid-19 Response Fund.

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TR A DE N E W S

KIND bars hit the hungry spot With many golf clubhouses still yet to return to full catering operations, there has never been a better time to stock up on a range of energyproviding snacks in the pro shop.

Among one of the healthiest options currently on the market is KIND, the leading single selling snack bar in the UK. First launched in 2015, KIND is a nut bar made from whole nuts bound together with honey and flavoured with natural flavours such as peanut butter, salted caramel and chocolate.

Offering slow-release energy, these gluten-free, high-fibre snacks are a great way to help golfers maintain energy levels throughout the round. Ian Burnett, Head Professional at Luffenham Heath Golf Club, which has recently started stocking the KIND range, said: “We have seen an increase in demand for healthy snacking products, so we felt this was the right time to team up with KIND Snacks. After the first month of trading, our in-store sales have been outstanding, with the KIND Protein bar already being our best-selling confectionary product.”

John McManus, KIND’s UK Marketing Director said: “We’re incredibly excited to partner with The PGA and diversify into the world of golf this summer. KIND is the perfect nutritional snack for golf. We’ve already seen great success within the professional shops we’re stocked in, where KIND is outselling traditional snack and confectionary offerings.”

Green Tees offers eco-friendly tee solution Golf clubs and pro shop retailers can help golfers reduce their environmental impact by stocking a new range of eco-friendly golf tees that are made from biodegradeable bamboo.

Green Tees Golf Ltd, which was founded by Hampshire golfer Simon Hassett, offer a complete range of tees, including three heights of standard tees (42mm, 54mm and 70mm) and three graduated castle tees (54mm, 60mm, 70mm) The tees tare made from biodegradable bamboo, printed on with non-toxic inks. The packaging they

are sold in is recyclable and compostable.

As well as being a natural alternative to plastic, bamboo tees are less brittle than traditional wooden tees, and therefore less prone to snapping. Green Tees bamboo tees are also more environmentally friendly, as they can be harvested within just one year after planting and release more oxygen into the atmosphere than hard wood trees.

Green Tees has also launched a range of drinks containers to discourage golfers from buying single use plastic bottles that are destined for landfill.

HONMA UNVEILS Tourinspired TR20 range HONMA HAS lauched a new range of clubs for skilled players under its T//World category. The new Tour Release 20 range currently features two drivers and three sets of irons that will be at retail this month, with matching fairway woods and hybrids to follow in October.

The drivers are offered in 460cc and 440cc head sizes, each boasting a near-total carbon body and lightweight titanium frame. Designed with a flat crown and semishallow back, the graphite sole feature five different weights (3g ,6g, 9g, 12g and 15g) to enhance the fitting options. Available in 9- and 10.5-degree lofts, they are fitted with Honma’s exclusive Vizard TR20-50 graphite shafts as standard and have an RRP of £599.

The TR20 irons are offered in three designs – V, P and B. The V iron is a player’s iron forged from a single piece from carbon steel and incorporates a cavity back design.

The low centre of gravity leads to a high launch angle. P is a player’s distance iron which features a forged steel body with a thin L-cup face for increased ball speeds and a deep tungsten-weighted pocket cavity for enhanced forgiveness on off-centre strikes. A modern version of the classic forged muscleback, the TR20 B iron is designed to offer greater shot and trajectory control. A player’s blade with exceptional feel, the hand-shaped iron features a unique pyramid back design.

The iron sets (4-10) are fitted with Vizard TR-65 shafts and have an RRP of £1,225.

To find about more about stocking Green Tees products, call 02381 550029 or visit www.greentees.co.

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July 2020

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www.pga.info

We’ve all missed fairways. Perhaps never as much as recent weeks.

As golfers make their return to golf courses and golf shops we’d like to welcome many of our retail partners back into the industry we love.

The word partnership is central to our business and together we will overcome this unprecedented situation. Thank you to our partners for continuing to trust in Acushnet, our people and our brands.

TR A DE Q & A How has the Covid-19 pandemic and the lockdown impacted Glenmuir, Sunderland of Scotland and MacWet?

The impact COVID has had on Glenmuir has been unprecedented in our 130 years of existence. We started to see the impact on our golf resort customers in March when golf tourist numbers started to decline when the outbreak started and global and internal travel effectively shut down.

Year-to-date, our sales are down around 30% across all of our 30 geographic markets, while our e-commerce is just about holding up.

How have your staff members managed?

As an independent family business employing 97 staff in Lanark in the heart of Scotland, our people are our biggest asset. Due to the dramatic drop in turnover we had to furlough around 90 of our staff while we prepared the factory to be COVID-safe following all government guidelines.

With the reopening of golf, we now are delighted to have around 30 staff back in full time and have all of the social distancing, temperature camera checks and oneway systems now in place.

Our business in Australia was never really impacted, and Austria and Germany rebounded very quickly. We very much hope to have all of our staff back off furlough in a few weeks’ time as our golf retail customers around the world start to open up.

How have you been helping retailers during this difficult time?

Glenmuir’s AW20 collection will drop into stores next month

WEATHERING THE

STORM Mikhel Ruia, Managing Director of Glenmuir, talks about how the Scottish-based clothing company reacted to the pandemic and what it has to done to help retailers in the immediate and long term Partner

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One of Glenmuir’s core values is responsibility, and now, more than ever, we have a responsibility to support our customers however we can. We used technology to create a Lockdown Vendor platform which has helped alleviate some pressure on a record number of our customers.

The innovative platform, which is the first of its kind in the golf industry, allows golf professionals and retailers to set up an online ordering facility to list their current stock holding of Glenmuir, Sunderland of Scotland or MacWet products in less than five minutes. It helped alleviate some pressure on our customers and forms part of our strategy to be the easiest and most efficient company to deal with in the golf industry.

And with more and more golfers buying products online, this is a great way for PGA Professional retailers to continue earning revenue from our products without their customers having to come into the shop.

What role has social media played during the lockdown period?

We have used social media during the lockdown to engage and connect with our communities, whether that be our customers, team members, partners and even competitors, as after all we are all in this together.

Our #PeopleOfGlenmuir series on Instagram, which received record engagement, followed the journey of our team members reminiscing at home about being back on July 2020

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TR A DE Q & A the golf course and in the factory and subsequently documents their return to golf. We also successfully launched a three-part short film series with popular YouTube vlogger The Average Golfer filmed at Archerfield, Formby and Conwy, which captured the spirit of golf and why we all come together for the love of the game.

embroidery service, we can help our golf retail customers navigate through these challenging times.

Given the hiatus in sales over the last three months, have you adjusted your future product drops and launches?

Our AW20 apparel ranges for Glenmuir and Sunderland of Scotland will be available from August 1, but most of our customers How do you see the rest of 2020 are choosing to take them from September going for golf retail?

1, which will give them more time to sell With the return of golfers on the course their spring/summer ranges. and live TV golf due back in some With record numbers of people out playing form or the other, we are finding there golf, we are seeing sales are recovering well, has been a spike of renewed interest especially for summer products such as in golf given the nature of golf being polo shirts and shorts during this great spell Glenmuir’s SS21 collection will be naturally social distanced, outdoor and of weather. Some of our resort business at retail in February non-contact. has been slower to bounce back due to This is quite a powerful opportunity in a world where social there being fewer overseas visitors, but we envisage this will distancing will be the new normal. Our e-commerce sales also pick up as and when more travel within the country is have picked up and we believe golf retailers will start to see permitted. demand pick up now that retail has opened up again thanks We have no plans to alter our 2021 launch dates, and we to pent-up demand with consumers not spending on event or have lots of exciting new products for the SS21 collections fashion clothing. We believe that with our superior products, which our sales team will be out selling from August 1, for highly experienced sales teams and our unique stock and delivery into retailers from February 2021. �

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sales@golfswingsystems.co.uk The PGA Professional

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breaking news

golfers going nuts for KIND Snacks this season. ®

KIND Snacks are the newest snack bar to be hitting golf clubs this summer, packed with whole & natural ingredients the range is the perfect mid-round snack to get you through.

Head Professional of The Luffenham Health Golf Club, Ian Burnett, said: “Since stocking KIND® in our Professional Shop this month it’s already become our best-selling snack bar. The protein bars have been a big hit with our members!”

All award-winning KIND® snacks are made from delicious, wholesome ingredients & are gluten free, high fibre & no artificial flavours, colours or preservatives.

KIND® is now available to buy from Chapple & Jenkins, Booker & direct at www.kindsnacks.co.uk.

®

Launched into the UK 4 years ago, America’s #1 healthy snack brand is now available to stock in Professional Shops up & down the country.

The KIND® range has over 10 bars to choose from, whether it’s the best-selling Dark Chocolate Nuts & Sea Salt or the new KIND Protein Crunchy Peanut Butter, with 12g of plant protein, there is a snack for everyone.

Please contact Will for samples & any additional queries at: will.chamberlain@kindsnacks.co.uk 07584 544111

RETAIL

Eddie Reid, Managing Director of TGI Golf, says that it’s only in times of crisis that the true meaning of a ‘partnership’ come to the fore

WHEN THE GOING GETS TOUGH

When the world locked down back in March, the closed signs went up and the tills stopped ringing there was understandably a huge amount of concern for PGA Professionals up and down the country.

‘When will we open?’ ‘How will I pay my bills?’ ‘Where will the money come from?’

These were just some of the questions being asked. Not to mention the very real concern of being affected by this terrible illness that still ravages the world. However, who’d have thought that come June we’d have tee sheets full to capacity, membership booms and waiting lists back in place?

There’s no doubt that since golf was given the green light the sport has enjoyed somewhat of a boom, perhaps even the shot in the arm that it needed. The general consensus is that we appear to be in a far more positive position that we thought we’d be in, particularly with the staggered nature of the lockdown lift across the UK and Ireland. It seems that the amalgamation of people on furlough with time on their hands and lapsed golfers have descended upon golf clubs as a way of enjoying the summer sun and exercise, while other facilities such as gyms and leisure centres remain closed.

We find ourselves in somewhat of a honeymoon period with very few distractions to take people away from the course…no Olympics, no European Football Championships or Wimbledon. Even with Pro Shops shut to the public for some time while the courses were open, we were seeing PGA Professionals beginning to make up for lost revenue through click and collect services and the early signs are that things have started well for the on-course golf retailer.

How long this will last, however, we do not know. Potentially it could all dry up once the furlough scheme comes to an end and people return to work, or as some are predicting, unemployment shoots up and we enter into the inevitable recession. Therefore as an industry we need to be aware that the challenge we faced is not disappearing into the rear view mirror – the challenge will not be getting to the end of this season, but getting to the start of the next and making enough money to have cash in reserves to see you through the coming winter.

As a group we feel that TGI Golf Partners are in the best position to do that. Over the course of the crisis we have worked tirelessly

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to help them and put together a number of processes to ensure they were ready once retail returned.

We did not furlough a single member of staff. As a retail services group owned by and operated for the benefit of our PGA Professional Partners, we saw it as our duty to ensure our entire team was on hand to assist the Partners in any way shape or form.

So, while, as a company, we have had zero income for three months, we continued to provide the support that we have become known for throughout the golf industry.

Despite being off the road, our team of four retail consultants were available every day for our Partners. Over the course of the lockdown the team provided more than 300 video calls and 500 telephone calls. Meanwhile, the marketing department worked tirelessly to ensure we were in constant contact with Partners through our email and social media channels, including a closed Facebook group for our Partners, which became a vital tool for the group as they swapped information and advice. The management team were in daily contact with our Partner Suppliers discussing outstanding Partner debts and deferred payments, pre-book deliveries and more. We worked with the brands to do everything we could to offset the damage this crisis would do to the retailers’ business.

We brought in experts from the insurance and finance world to ensure that our Partners were fully versed on what they were required to do with regard to business interruption claims and financial assistance from the governments. Robert Nicol from TGI Golf Insurance and Andy Herridge from TGI Golf Finance were worth their weight in gold during the crisis, directly assisting Partners through the veritable minefields of those particular areas.

As one of our Partners, Alasdair Good, PGA Professional at Gullane GC in Scotland, said: “It’s not what you achieve when times are easy, it’s what you overcome when times are tough that sets you apart. Thank you to everyone at TGI for your fantastic support.”

Another, Ryan Rastall at Howley Hall Golf Club, said: “Everything is done bespoke to your business, you’re not just a number. TGI look at you as an individual business, whether you’re a one-man band or a huge resort, I’m so glad to be part of the group during this time.” ●

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TR A DE W E D G E S

MIND

THE GAPS

It pays to offer a wide range of models, as well as a custom-fitting service, if you want to enjoy a share of the growing market for specialist wedges.

Here is an overview of the latest launches and some tips to help you sell more of them

RRP £139

RRP £149

CLEVELAND RTX ZIPCORE

CALLAWAY MACK DADDY 5

Cleveland’s RTX ZipCore wedges feature a low-density core that moves the centre of gravity deeper, while also boosting MOI for more consistent distance and spin control from shots hit high and low on the face.

New ‘UltiZip’ grooves are 11% sharper and 7% deeper than previous Zip grooves, while also being 7% closer together for more contact area, to generate increased and more consistent spin on all shots and from all lies. A new face heat treatment process boosts the durability of the grooves, helping to maintain spin performance even after extended use.

The range is offered in a mid bounce for all lofts (46-60 degrees); a low bounce option for lofts between 56-62 degrees, and a full bounce for models between 54-60 degrees. They are offered in tour satin, black satin (£139) and raw finishes (£159), with True Temper Dynamic Gold Spinner shafts and Golf Pride’s Tour Velvet 360 grip as standard. n clevelandgolf.com

Designed by Roger Cleveland, the fifth generation of the Mack Daddy Jaws wedges boast a sharper-edged groove configuration that combines with Callaway’s ‘Groove-in-Groove’ face technology for superior spin and precise control on a variety of shots.

While the MD4 had a 5-degree groove wall angle on lofts from 54° to 60°, the MD5’s is 37°, which generates 11% more spin (+500rpm) with a lower, more controlled launch angle, especially on shots from 30-40 yards. Similar to its predecessor, the lower-lofted models (46°52°) have a less aggressive groove for controlled spin on full shots.

Made from mild carbon steel, the MD5s are offered in lofts ranging from 46°- 64° in platinum chrome or a tour grey finish.

There are five different bounce options, including a new lowbounce W grind and an updated C grind, to make it easier to play a variety of greenside shots. n callawaygolf.eu

MIZUNO T20 Mizuno’s T20 wedges, which were launched last year, boast a classic teardrop-shaped head made from grain flow forged mild carbon steel. Designed to be blended in with a set of Mizuno’s MP20 irons, each wedge is spin-weighted, with the weight discreetly placed high within a tapered blade for increased spin and vertical stability on off-centre strikes. Hydroflow micro grooves are vertically etched into the face to help release moisture and maintain spin in damp conditions, while CNC-milled grooves ensure consistent levels of spin.

They are offered three finishes – satin chrome, blue ion, and a ‘ready-to-rust’ raw. Grind options are loft-specific and range from standard bevel to subtle M, and aggressive C grinds. n golf.mizunoeurope.com

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W E D G E S TR A DE PING GLIDE 3.0 The third generation of Ping’s Glide wedge has been completely redesigned to create a higher-spinning, more forgiving, lighter overall wedge that offers multiple sole grind options to custom-fit all golfers. A stainless steel head is combined with a larger, softer elastomer custom tuning port insert to increase the MOI and position the centre of gravity higher to produce lower-launching, higher-spinning trajectories. Wheel-cut grooves create improved spin and trajectory control, while four different sole grinds – standard, wide, Eye2 and thin – ensure there are models to best match a player’s angle of attack and turf conditions. There are seven lofts between 46° and 60°, with the four highest lofts featuring an extra ½ groove at the bottom of the face. The grip and shaft has been lightened to reduce overall weight by 15g, while a Dyla-wedge Lite grip, which is ¾-inch longer than a traditional grip, allows players to choke down for more versatility and trajectory control. n ping.com

Partner

RRP £139

RRP £109

RRP £119

COBRA KING MIM

CLEVELAND CBX2

Cobra uses a unique metal-injection molding process to construct the heads of these new wedges, rather than the usual forging or casting. This method, which includes a custom blend of two kinds of steel, reduces hand polishing, leading to a softer metal and keeping the integrity of the sole shaping and weighting for more consistent performance.

The King MIM wedges also feature a refined notch design in the back that helps keep the leading edge closer to the ground, while a versatile sole grind features a soft leading edge and heel and toe relief. The face boasts a spiral-milling pattern which provides surface roughness on square- and open-face shots. They are offered in six lofts (50°, 52°, 54°, 56°, 58° and 60°). n cobragolf.co.uk

The CBX2 is a forged, hollow cavity back design that combines tour-level spin with forgiveness to help the mid-to-high handicapper improve their short game.

The hollow cavity is combined with a heavy weight in the toe to maximise MOI and perimeter weighting for added forgiveness, while still maintaining a sleek profile at address. A TPU gel insert reduces vibration, while adding crisp feedback at impact.

There are three sole grinds offered according to loft; V (46°-52°), S (54°, 56°), and C (58°, 60°). Each face features Rotex Face technology and aggressive, laser-milled grooves for maximum spin and short game control. n clevelandgolf.com

TITLEIST VOKEY DESIGN SM8 Titleist says the SM8 is the most accurate and forgiving Vokey wedge it has produced to date. This is largely thanks to a forward shift of the centre of gravity to a position that is located ‘virtually’ in front of the face. This boosts MOI by up to a 7 per cent in the higher lofts, producing a more solid feel, improved ball flight and a clubface that wants to square up at impact for more consistent results. This has been achieved by lengthening the hosels and counterbalancing that weight with high-density tungsten low in the toe.

The patented Spin Milled grooves remain, but there are lots more custom options to choose from now, including six sole grinds – F, S, M, K, L and D, as well as four finishes – Tour Chrome, Brushed Steel and Jet Black, plus a Raw finish. Offered in nine lofts from 46° to 62°, the SM8s can be custom ordered with a wide range of specifications and extra personalisation options, including a choice of shafts, grips, shaft bands, ferrules, stampings and paint fills. n titleist.co.uk

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LOFTY AMBITIONS Top tips to help you improve your wedge sales OFFER CUSTOM FITTING All golfers will benefit from a wedge fitting from a PGA Professional. Given the wide range of sole and grind combinations that are now on offer, the multiple loft, bounce and grind combinations can be key to unlocking a golfer’s short game potential – as well as increasing your sales. By offering a wedge fitting service, you’re increasing contact time with your customers too, which might lead to a course of lessons being booked, as well as a hardwear sale.

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TECHNOLOGY TOOLS As well as trusting your expert eye and experience, all golfers expect club and ball-tracking technology, such as TrackMan, Flightscope and Foresight GCQuad, to be part of any club fitting, so it will pay to invest in the latest technology if you want to give your customers added confidence that any new piece of equipment is improving their performance.

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SELL SETS, NOT INDIVIDUAL CLUBS Golfers should be encouraged to think of a wedge as part of a set, just like they would their irons. Stress the importance of buying all their wedges together to get the same feel and looks. Consistency in clubs breeds consistency in the swing and performance off the clubface, and that results in lower scores.

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RRP £99 WILSON STAFF Wilson introduced two new wedges for 2020 – the Staff Model and the Staff Model Hi Toe. The Model wedges have been constructed with soft-forged carbon steel head and machine-engraved score lines to create high levels of spin and control, while the Hi Toe model combines a high toe and wide sole with a stainless steel head and a precision-milled face for ultimate creativity around the green.

The score lines also stretch across the entire face to ensure consistent contact at impact. The Staff model features tighter spacing on the milled grooves than previous iterations to enable the ball to engage more groove edges at impact for enhanced spin. The Staff Model is available in seven lofts from 48°-60°, while the HT version is available in 56°, 60° and 64°. n wilsonstaff.com

COLOUR & PERSONALISATION The latest wedges come in a range of colours, finishes and bespoke designs that make them an attractive sales proposition. In addition to classic chrome, why not look at stocking black, bronze and blue models, all of which are proving popular with consumers looking to stand out from the crowd. initial stampings and bespoke paint in-fills add even more personalisatiion.

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SHARPEN UP YOUR PRACTICE FACILITIES Many clubs have developed specialist short game practice areas, which allow golfers to sharpen their chipping, bunker and wedge play. Take stock of what short game facilities you are offering, and how they can be improved. While most driving ranges offer distance markers at 100, 150 and 200 yards, try adding markers at ten-yard intervals between 40 and 90 yards, so that players and coaches can help dial in their wedge distances. Once players notice the gaps in their short game clubs, they may buy other to fill in the blanks.

RRP £149

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HOST A WEDGE CLINIC Wedge clinics are a fantastic opportunity for players to engage with their PGA Professional. You can demonstrate typical short game shots from a variety of lies and show how to best execute them with specific types of wedge, while sales staff can explain the benefits of the wedges you currently have in stock. Set up demo models of the latest wedges around a chipping green. That way, golfers can come up and grab any loft they want and practice with their regular golf ball, and even compare a new wedge to their own.

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TAYLOR MADE MILLED GRIND 2 Hand ground from soft carbon steel, each leading edge, sole grind and scoreline in the Milled Grind 2 range is CNC-milled to extremely tight tolerances. This process reproduces the master design of the surfaces that have most impact on performance.

The standard MG is offered in seven lofts from 48°-60°, while there is also a Hi Toe model in the 58°, 60° and 64° lofts which features enhanced toe and heel relief, and a higher, more centrally-located centre of gravity, which launches the ball lower, while generating more spin and control from a variety of lies. The standard wedges are available in low, standard or high bounce, while new grooves feature 38% steeper sidewalls that reduce launch angle and increase spin rate, while closer spacing allows an additional groove for increased control on shots hit low on the clubface. The standard wedges are available in chrome or bronze finishes, while the Hi Toe is bronze only. n taylormadegolf.eu

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GPS WATC H E S

WATCH OUT! Many of the current crop of Golf GPS watches are versatile multi-activity monitoring devices that can also be worn as an everyday lifestyle accessory.

Here’s a round-up of the current models that will keep your customers’ games on track this season

T

here was a time when golfers had to put their faith in wooden stakes randomly located on the fringes of fairways to guesstimate the distance to the green. Today’s players have no such excuses for taking the wrong club, and now need only casually glance at their watch, smartphone or trolley handle to find out the precise yardages to almost any feature on the golf course.

While the growth of the golf GPS market may have put a dent in course planner sales, it doesn’t take a math’s wizard to work out that selling a handful of GPS units a month will more than make up for the shortfall. And with the relaxing in the rules regarding the use of DMDs in competitions, there are still plenty of opportunities for retailers to cash in on this market, especially with the latest devices, many of which offer additional functions, such as performance statistics, shot tracking, swing tempo, club selection advice, wireless connectivity and general activity monitoring.

While early GPS watches were rather clunky and functional, many of the latest models are far more stylish, with slimmer bodies, interchangeable straps, and fashionable metallic finishes, all of which makes them far more acceptable for everyday use, especially those models with health features such as heart rate monitors and contactless payment technology. Touch and swipe screens have replaced all that fiddly button pressing on some of the latest launches, which will be a boon to smartphone users, while the level of golf data tracking provides information that can help swing mechanics as well as improve course management.

With GPS watches to suit all budgets and data demands, and with a new generation of tech-hungry golfers coming through, it will pay to stock a wide range of these stroke-saving devices going forward.

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RRP £159

BUSHNELL EXCEL

Although it has been around for a few seasons now, the Excel is a very decent option for customers on a tighter budget.

Pre-loaded with 35,000 courses, it offers front/centre/back distances, plus up to four hazards per hole. A Swing Pro function monitors swing speed and tempo, while it also features a pedometer and odometer.

Bluetooth integration to a smartphone enables call alerts and messages to be sent to the watch. This technology hooks it up to the Golf App, which enables users to book and pay for tee times, and also gives the option for 3D course flyovers.

Other features include auto course recognition and it picks up where you are on the course, so you don’t need to keep pressing buttons during your round. The colour display automatically adjusts for brightness, while the battery will last over three rounds in GPS mode. It is available in a choice of black, charcoal or white.

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GPS WATC H E S

Partner

RRP £299.95

SKYCADDIE LX5

SkyCaddie’s LX5 GPS watch borrows many of the best features of the brand’s SX500 handheld unit and shrinks them into watch form. Preloaded with 35,000+ ground-verified course maps, it boasts a 1.4-inch colour touchscreen which offers a full-screen image of each hole and boasts SkyCaddie’s Dynamic HoleVue, which gives a full look at the fairway with trees, water and other hazards. It also offers front-centre-back distances based on your angle to the green, while Intelligreen technology accurately maps the green and shows swales, false fronts and other major features.

The screen has a sliding cursor and a zoom-in feature, while users can swipe from mode to mode to bring up scoring and stat-tracking options. It also offers health-monitoring features and be connected to a smartphone and provide alerts to calls, texts and emails.

Offering 10 hours of battery life when used as a GPS and 10 days when used only as a watch, it comes with a free three-year worldwide subscription to SkyCaddie’s membership programme, offering foot-mapped courses and course updates. It can be connected via Bluetooth to sync scores and stats wirelessly with SkyGolf 360.

RRP £479.99

GARMIN APPROACH S62

Boasting a 1.3-inch touchscreen, the S62 is preloaded with 41,000 courses, with holes and greens displayed in colour. The Green View feature gives each putting surface’s true shape and allows you to drag-and-drop the pin for greater accuracy.

A new feature is ‘Virtual Caddie’, which factors in wind speed and direction and elevation changes and suggests a club based on past performance. The ‘PlaysLike Distance’ feature adjusts yardages to account for elevation, while for blind shots, the PinPointer feature shows the direction of the pin. Hazard View allows users to quickly scroll through each hazard on the map and get vital lay-up and carry distances to avoid trouble.

Activity profiles for running, cycling,.swimming are pre-loaded and it has a heart rate monitor and can also measure blood oxygen saturation levels. The battery life is 14 days in watch mode and 20 hours of golf GPS action. It can be synched with a smartphone to receive text messages, calls, emails and other alerts and features Garmin Pay for contactless spending.

Different watch faces and apps can be downloaded from Garmin’s Connect IQ Store, while the strap is interchangeable.

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RRP £249.95

SKYCADDIE LINX GT

Pre-loaded with 35,000 ground-mapped courses, the GT provides distances to the front, centre and back and greens. It also offers distances to hazards and the shape of the green. It can be paired with SkyCaddie’s mobile app to provide expanded views of the hole on a smartphone and up to 40 referenced targets. A built-in shot tracking system which, when combined with SkyCaddie SmartTags allows golfers to track the club, location and distance of each shot, which is synchronised in real time with the SkyGolf 360 Cloud. The basic package comes with one SmartTag, but the full set comes with 15 for an extra £50.

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RRP £129.95

SKYCADDIE SW2

A solid budget choice for golfers who just want to keep things simple yet accurate, the SW2 comes pre-loaded with 35,000 ground-corrected course maps (including 99% of UK courses) providing at-a-glance distances to the front, centre and back of greens on an easy-to-read display. It automatically detects courses and advance holes and also includes a host of fitness features, as well as a pace-of-play timer. As with all SkyCaddie products, golfers can enhance the power of their device by hooking into SkyCaddie’s 360 Mobile App via a simple Bluetooth connection for an annual fee of £14.95.

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GPS WATC H E S

RRP £209.99

SHOT SCOPE V3

Shot Scope’s new V3 watch combines automatic performance tracking with accurate GPS technology in a stylish new design.

Using the latest satellite technology, distance reading is accurate to 30cm and it provides dynamic distances to the front, middle and back of greens, as well as front and carry distances for every hazard on over 35,000 pre-loaded courses.

Featuring a slimmed-down case and stylish band, the V3 boasts a new daylight readable colour screen, as well as ClubSense and PinCollect technologies that automatically detect shots and putts on the course. Users have unlimited access to Tour-quality performance statistics, with more than 100 different analytics can be reviewed via the Shot Scope V3 mobile app or Shot Scope’s online dashboard on different clubs, tee shots, approaches, short game and putting.

The V3 has new watch mode, making it wearable on and off the golf course, and is available in a choice of five colours (RRP £209.99). Shot Scope has also launched the G3 watch, which offers the same styling and GPS features as the V3, but without the shot-tracking technology (RRP £169.99).

RRP

£1699.99

GARMIN MARQ GOLFER

Garmin’s recently launched Marq Golfer joins a small, but growing range of GPS watches that are competing at the luxury end of the market.

Boasting a 46mm titanium case and a ceramic bezel with custom-etched golf hole markings from one to 18, it is preloaded with 41,000 courses and features an array of game-tracking data, including full-colour CourseView mapping, ‘PlaysLike’ Distance (which adjusts yardages to compensate for uphill and downhill shots), Hazard View and a Virtual Caddie to analyse wind speed, course layout and the player’s swing speed to select the best club for each shot. An autoshot round analyser measures and records detected shot distances, while it also comes with three Approach CT10 club sensors for advanced shot-tracking, including locations, distances and club type.

It also features built-in music storage, Garmin Pay, smart notifications, daily activity tracking, as well as wrist-based heart rate and a Pulse Ox sensor. The battery lasts 12 days in watch mode or up to three rounds in golf mode. It is fitted with a tritone green jacquard-weave nylon strap.

RRP £199

GOLFBUDDY AIM W10

Stylishly designed and keenly priced, Golfbuddy’s Aim W10 boasts a 1.3-inch LCD full-colour touchscreen display and stores yardages for 40,000 courses worldwide with free course updates.

It offers front/middle/back slope-adjusted distances and offers full-screen hole layouts and green undulations which can be zoomed in and out with a swipe of the finger. The battery will last for 11 hours in golf mode.

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RRP £239.99

GARMIN APPROACH S40

Boasting a metal bezel and a choice of three different colours, the S40 features a 1.2-inch colour touchscreen and offers comprehensive golfing data, including green view, for more than 41,000 courses. It offers auto-shot game-tracking, which measures shots for post-game analysis on Garmin Connect.

Bluetooth connected for email and text alerts, it can also be bundled up with Garmin’s Approach CT10 club sensors for additional shot-tracking features.

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RETAIL

HOW TO WIN BACK YOUR CUSTOMERS With many consumers forced to move away from traditional methods of shopping during the pandemic, it’s vital that pro shops embrace the latest technology to help them retain their core customers and gain new ones, says Mark Hopkins, Business Development Director at XPOS

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O

ne of the many ways in which the Coronarvirus pandemic has changed society is where and how we’ve been spending our money.

During the early stages before lockdown, way back in mid-March, there was the nationwide panic buying of toilet roll, and then, once locked in our homes, thousands of us tried our hand at baking.

Once we’d emptied supermarket shelves of flour, we went in search of yeast. With would-be bakers now happy to purchase over-priced yeast from eBay entrepreneurs with a mark-up of 900% on supermarket prices, it’s a world gone mad.

While millers still struggle to keep up with demand, how has the pandemic changed consumer behaviour in other retail sectors? A recent study showed that during lockdown, 68% of consumers made purchases on websites they hadn’t previously bought from before. Of those, 70% went onto say they had a good experience, and when asked if they would continue to shop through eCommerce

sites, 61% replied with a resounding ‘yes’.

But what does this mean for physical shops? In other research focusing on behavioural patterns during lockdown, there was shown to be a dramatic increase in online spending among people who normally visit bricks and mortar shops.

Some of this was likely driven by unusually heavy and persistent discounting by some of the larger online retailers. However, the main threat to the golf retailer is that the biggest demographic that purchased from new eCommerce sites was the 40-54 year old group – i.e. people who would normally buy in physical shops and who are also a key target market for golf retail.

Competition is stronger than ever, and, while there are concerns that these changes in consumer behaviour could last way past lockdown, there are also real opportunities for smaller, more agile retail businesses, including pro shops.

RE-ENGAGE WITH CUSTOMERS If some of your customers have been

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RETAIL shopping elsewhere while the pro shop was closed, it’s essential to re-establish that previous connection, enticing them back to the shop, and keep them coming back. You can do this in several ways • Social Media – Focus your efforts on platforms where your customers spend their time. Two or three posts a day won’t be too much right now and remember to keep your content relevant, interesting and varied.

• Email – Even with our already cluttered inboxes, email is still a successful form of communication. In fact, during the pandemic, email marketing has seen an increase of 40% in open rates. It’s an easy way to target a specific group of customers and stay front of mind.

• XMAIL is a customer communication tool that lets you send personalised emails from the pro shop. Automated emails are triggered following a sale in your sales system, XPOS: delivering intuitive, relevant communication to increase footfall to the shop, build loyalty and increase sales.

KNOW WHO YOUR CUSTOMER IS Hats off to you if you’ve been capturing customer data as a matter of course. If you’ve been doing this at point of sale for some time, you should now have a useful marketing database including full name, contact information and whether they’re a member or guest. All essential data – not only for communication, but also to help you understand who your shop customers really are.

Since the shop re-opened after lockdown, you may be seeing some new faces in the pro shop, but you may also have noticed the absence of others, who would rather now avoid indoor spaces.

Double your efforts to capture customer data, and, if you’ve introduced new sales channels, include a field on your system to record where sales have come from. Was it a ‘Click & Collect’ or did they physically come into the shop?

The more you know about your customer, the better your communication will be, and the more accurate your buying strategy. Watch out for different buyer types and target your messages accordingly.

Think about how you might engage with people who are playing golf, but no longer come into the shop to make a purchase; customers who are happy to come into the shop; and thirdly, customers who prefer to order via phone/online and

The PGA Professional

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Click & Collect saves money on postage charges, is Covid-safe, and offers a great way to buy local.”

pick up outside the shop (Click & Collect).

You can dig further by breaking down these three types of customers into existing and new ones. For new customers, it’s vital for your business to get them on board and have a plan to entice them back to your shop. XMAIL helps to cultivate those new golfers and first-time buyers by informing them of related products and services provided by the pro shop, inviting them to events, or reminding them to regrip their clubs.

MOVE FAST WITH TECHNOLOGY Before 2020, retailers were looking at new ways to adopt technology to improve their overall offering and boost the consumer experience. The pandemic has only served to push this forward. Experts believe retailers should look closely at how they are using technology across the whole business, and that more of them will look to work with third party tech, or software, partners during this time of rapid change.

CLICK & COLLECT Lockdown pushed consumers online and there is now a huge opportunity for smaller retailers who weren’t traditionally online, to re-evaluate their sales channels and look at how they can best serve their customers.

Click & Collect has seen a gradual increase in popularity over recent years and the pandemic has since progressed the adoption of this model. And, with

#makinggolfhappen

benefits for both consumers and retailers, we believe it’s going to stick, permanently.

Consumers enjoy the speed and convenience of Click & Collect, as well as being able to save money on increasingly high postage charges. It’s also environmentally friendly, Covid-safe and offers a great way to ‘buy local’ and support your pro shop.

For retailers, there are significant cost benefits over ‘traditional’ online selling due to savings in packaging, postage and logistics. What’s more, when a customer visits the store to collect their items, the retailer is able to make a friendly connection, plus there’s also a chance for upselling, or additional sales.

The right technology is key to ensuring a smooth transaction and display accurate stock information. So how does Click & Collect work?

1. The customer browses the shop products online.

2. Customer reserves or orders item(s) 3. Email order confirmation is sent 4. A second email is automatically sent when the items are ready for collection

Watch out for exciting new developments in XPOS this summer, with more features, tools and improvements to help you to run your best business.

Visit www.crossovertec.co.uk and click on the CHAT button on our website for help. ●

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TRAVEL

A MESSAGE FROM GOLFBREAKS At the time of writing, the country is adapting to the “new normal”, whatever that means! Golf courses have been open for a number of weeks in most instances, shops, pubs, hairdressers and many other businesses have also re-opened their doors to lots of delighted customers and whilst we are by no means back to how things were before Coronavirus struck, the country is starting to get back on its feet again and move forward.

The travel industry has been one of those most heavily hit in recent months with travel bans in place across the world.

However, with safeguards now in place, residents can now safely travel in the UK with hotels back up and running with a huge number of amazing venues to choose from on your doorstep.

Exciting news from the UK government in recent days has meant an easing of restrictions on overseas travel with the introduction of “air bridges” or “travel corridors” with a number of countries. These air bridges will allow smoother travel between two countries with relatively low levels of coronavirus by scrapping the mandatory quarantine period when travelling between each other, meaning you don’t have to quarantine when entering or returning from one of the countries that is on the list.

This means you can now enjoy your next golfing holiday to abroad to popular destinations such as Spain, France, Cyprus and Turkey from this month.

Further details will emerge over the coming weeks but the initial list of countries should include more than over 50 nations and will pave the way for some winter sunshine, perfect for your next golfing break away!

As pros start to think forward to their next trip away, our Pro Travel team are working hard to ensure you have the best possible experience with your members. Make sure you don’t miss out on escaping the dreary winter weather and get in touch to discuss your next break away.

Ben Foster Head of Pro Travel

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

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

The PGA Professional

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#makinggolfhappen

JAMES MARTIN Business Development Manager South UK

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

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

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TRAVEL

THE PERKS OF

TRAVEL Travel for golf professionals is on the rise, and if you’re not already offering breaks to your members then the likelihood is that you know a fellow pro that does.

JAMES MARTIN Business Development Manager

WHY SHOULD I RUN A COACHING BREAK • Off season income • Travelling to a warmer climate allows you to teach in the winter months, creating year round income potential • Build client loyalty • Coaching breaks are a great way to develop long lasting relationships with your members • Broaden your horizons • Add travel and coaching breaks to your skill set and broaden your offering as a golf professional

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After what has been a turbulent couple of months for the golf industry, country and world as a whole, now is the perfect time to re-evaluate the services you offer your membership and if you should be adding any additional services, particularly ones that strengthen your bond with your members and make you money.

You should not be missing out on taking your members away. It is as an excellent year-round revenue stream, particularly in the winter months when the months of cold UK weather never seems to end.

There are plenty of ways to boost your income potential, whether you organise your captain’s or pro’s away weekend or want to run a member’s coaching break abroad, there is the perfect break out there for everyone.

STEVE CARTER Head Professional – Walmley GC

“I’ve enjoyed working with Golfbreaks for the past 8 years. Travel really complements my role and I would encourage others to do the same”

July 2020

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TRAVEL However, coaching breaks are without doubt the most popular type of break we book for golf professionals, and we have seen these numbers increase significantly in the past few years as pros look at different ways to diversify their income.

And there is good reason. There are a wide range of benefits to running a coaching break with your members. You can easily earn in excess of £1000+ for a short break away with a group, playing with and coaching them in the winter months at a sunny, warm destination abroad. What’s not to like about that! Not only that but trips away help you create stronger relationships with your members, in turn securing their loyalty towards you.

They will never go anywhere else again.

And with the majority of your members already travelling away on a golf break, it should be an easy market to tap into.

Here’s where we can help you successfully enter the world of Golf Pro Travel…..

HOW GOLFBREAKS CAN HELP • Advice on the best time to travel • Suggest suitable venues that meet your requirements • How to market your trip to your members • How to decide on your mark-up • Key ingredients for a successful trip

TIM COXON Head Professional at Mickleover GC

“Offering tuition breaks to my membership has not only brought in additional income, but increased their loyalty to the Pro Shop through the season” Often, if you’ve never taken a group away before or organised a coaching break, the prospect can be a daunting one.

But it needn’t be, and the process is far simpler and easier than you may think.

Golfbreaks specialise in organising coaching breaks for PGA Professionals and can hold your hand every step of the way, particularly if it is your first trip, to ensure your break runs smoothly and is a raging success.

We have a dedicated Pro Travel team that solely deal with golf pros, the majority of whom were PGA pros in former careers.

There are also plenty of venues to choose from and we work very closely with a number of tried and tested resorts across

the world to ensure all practice facilities are fully up to scratch giving you peace of mind that your chosen destination will be perfect for your next coaching break. Our 21 years experience in the industry also means you can benefit from the best rates and our exclusive Pro Travel packages.

So why are you missing out on making thousands of pounds in the winter months through travel? We can expertly advise you on anything from the best venue, to how to make money on your trips, to how to successfully market to your members, and everything in between.

Reach out to us to arrange a chat on how we can help your business through travel.

WHY BOOK WITH GOLFBREAKS • EARN 5% commission • SAVE with our market leading rates & bespoke packages at over 2,500 venues worldwide • PEACE OF MIND with our market leading customer service levels • EXPERT advice from our dedicated Pro Travel team • EASY access to your quotes, bookings and make payment through our online portal • EXCLUSIVE Breakpoints loyalty scheme

OUR MOST POPULAR COACHING PACKAGES FOR YOU Don’t miss out, these offers are available for a limited time only on our most popular venues for coaching breaks. For travel between 1st November 2020 to 28th February 2021

Amendoeira Golf Resort 4*, Portugal

La Manga Principe Felipe 5*, Spain

Precise Resort El Rompido 5*, Spain

• 4 nights Bed and Breakfast • Unlimited golf • Includes shared buggies and a pyramid of range balls prior to each round • Price per person from £389pp • PGA Pro stays and plays free with 7 amateurs

• 4 nights Bed and Breakfast • 3 rounds of golf • Includes 60 minutes of range balls prior to each round • Price per person from £319pp • PGA Pro stays and plays free with 7 amateurs

• 4 nights Half Board and 3 rounds of golf • Includes unlimited range balls prior to each round • Price per person from £329pp • PGA Pro stays and plays free with 7 amateurs

The PGA Professional

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#makinggolfhappen

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TRAVEL

MORE THAN A GOLF BREAK….

Home of the European Tour’s Rocco Forte Sicilian Open and situated adjacent to the sparkling azure waters of the Mediterranean, Sicily’s Verdura Resort has quickly established itself among with Europe’s elite luxury golf destinations.

IN THE KNOW FLIGHTS: Direct flights depart daily from London Stansted to Palermo FLIGHT TIME: Around three hours TRAVEL: Best for golf from mid-March until early November TRY: A thrilling helicopter ride around Mount Etna, or a tour around The Temples of Agrentia and Selinunte

With a world-class championship course complemented by outstanding accommodation and some of Italy’s best practice facilities, the resort offers golfers an unparalleled modern five-star experience.

STAY Located on the southern coast of Sicily between Agrigento and the fishing city of Sciacca, Verdura Resort – part of Rocco Forte hotels – features 203 rooms and suites, all with a sea view, including six villas, each with its own private swimming pool.

Facilities include six tennis courts; a 60m two-tiered infinity pool; numerous watersports, one football pitch; a 170sqm fully-equipped gym and a collection of running trails through olive and lemon groves. The resort’s award-winning 4,000sqm spa complex includes 11 treatment rooms, gym, yoga studio, a 25-metre indoor lap pool, four outdoor Thalassotherapy pools, a double-height steam room, male and female saunas and a spa bar for healthy alternatives.

Your members can sample an authentic taste of traditional Sicily with an array of dishes at one of the resort’s four restaurants and five bars. In addition, you can enjoy an array of cultural and culinary experiences where you can discover the secrets of Sicilian cooking, with menus inspired by celebrity chef Fulvio Pierangelini, and taste the many famous wines of the region.

PLAY At the heart of the resort are its outstanding golf courses, which were created by world-renowned designer Kyle Phillips. Phillips has crafted an 18-hole championship course and a nine-hole par-3 executive course from the stunning coastal scenery at Verdura.

Providing challenges and an incredible backdrop, with the Mediterranean visible from almost every hole, the layouts offer something for every golfer, whether you’re looking to coach your members or simply spend a spectacular afternoon on the fairways.

Described by 2018 European Ryder Cupwinning captain Thomas Bjorn as one of the world’s most beautiful golfing locations, Verdura is a golfing paradise and, once you’ve seen it for yourself, you’ll find it hard to disagree.

COACHING FACILITIES Outstanding practice facilities include a double-ended driving range, a first-class academy and Italy’s only European Tour-approved Performance Institute with Trackman, 4D Motion and SAM PuttLab all available.

For more information get in touch.

Prices start from £479 for a 4 night, 2 round break including use of practice facilities, spa facilities and Pro goes free with 7 amateurs.

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

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@Golfbreaks_Pro |

@golfbreaks_pro_travel

July 2020

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www.pga.info

TRAVEL

ASK THE EXPERT….

BARRY NEWMAN

Experienced traveller, Golfbreaks PRO TRAVEL PARTNER & head professional at Newbury & Crookham Golf Club in Berkshire.

*Team Tenerife win yet again. Team choc Ice melting under the pressure yet again

First place you played golf abroad?

First time I played abroad was near Lagos at Parc de Floresta in a EuroPro event. I was lucky enough to get a hole in one at an event earlier in the year and I was involved in a shoot-out for a brand new car...I didn’t win the car!

What inspired you to travel & take groups away?

I’d say a few things really. Not sure if inspired is the right word but the British winter weather made me want to get away. Also, we have some great members at Newbury and wanted to get away with them and get to know them better. The away trips are perfect for that.

Best golfing trip abroad?

Hard one really...the last trip we had to Morocco was excellent. We’d been a few times so we knew the courses, hotel and what to expect.

The weather was perfect so playing golf in the morning then relaxing by the pool with beers after was about as good as it gets....and we retained the trophy.

super facilities with everything you need close by. The courses at both are also challenging, El Rompido is great for ladies and mixed groups.

Amendoeira has two courses that are very challenging so perfect for golfers who like a test.

Favourite golfing destination?

Kerry in Ireland. I absolutely love the place with some of the best golf courses you could ever play. Tralee GC is my personal favourite.

Your travel essentials?

Sun cream, lightweight dimpled golf shoes, an iPad with a couple of films for the flight and I’m good to go.

Where are you going next?

Under the current corona weird times we decided to do a series of short UK breaks as part of a ‘Race to Le Touquet’ series. The winner will win two free spaces to go with us on a group trip to Le Touquet in April next year. We are going to East Sussex, Devon then Southport. I also have Cyprus in the pipeline for next year too!

Favourite golf resort for coaching?

Either El Rompido in Spain or Amendoeira in Portugal. Both have For more information on how the Golf Pro Travel team can help please contact: 01753 752 880 | email pga@golfbreaks.com |

The PGA Professional

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#makinggolfhappen

@Golfbreaks_Pro |

@golfbreaks_pro_travel

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TRAVEL

BREAKING

DEALS

We have a host of amazing offers flying about at the moment to get you back out on the course.

Whether you and your group prefer to stay closer to home or you are planning your next break abroad, we have all bases covered at some of the most popular venues in the UK and Europe.

Don’t miss out, these offers won’t hang around for long so get in touch to find out more.

£129

JOE BOWREY Senior Travel Consultant

£149

From

FOREST OF ARDEN WARWICKSHIRE, ENGLAND

per pers on

1 night Dinner, Bed & Breakfast and 2 rounds of golf (Arden and Aylesford course) October travel Pro goes FREE with 11 amateurs

From

per pers on

EAST SUSSEX NATIONAL EAST SUSSEX, ENGLAND 1 night Dinner, Bed & Breakfast and 2 rounds of golf (East and West course) July to October travel Pro goes FREE with 11 amateurs

£209 From

LA CALA GOLF RESORT FUENGIROLA, SPAIN

per pers on

3 nights bed & breakfast and 2 rounds of golf (La Cala Asia, La Cala America or La Cala Europa) November to February travel FREE shared buggies Pro goes FREE with 7 amateurs

WHY BOOK WITH GOLFBREAKS

£249 From

MELIA VILLAITANA RESORT BENIDORM, SPAIN

per pers on

3 nights bed & breakfast and 2 rounds of golf (Font Del Llop Golf Club, Poniente Course, Levante Course, Alenda or Bonalba Golf Course) November to March travel FREE shared buggies Pro goes FREE with 7 amateurs

EARN 5% commission SAVE with our market leading rates & bespoke packages at over 2,500 venues worldwide PEACE OF MIND with our market leading customer service levels EXPERT advice from our dedicated Pro Travel team EASY access to your quotes, bookings and make payment through our online portal EXCLUSIVE Breakpoints loyalty scheme

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

July 2020

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www.pga.info

power your

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This solution makes us more professional, efficient and modern throughout our pupil’s journey.

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COACHING

SHOULD YOU USE A LINE ON YOUR BALL? PGA Professionals Andy Proudman and Piers Ward (Me and My Golf) are here to share with you some of the great insights and techniques they have gleaned from spending time with some of the world’s top players.

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This month we would like to share with you some insights we got from spending time with Rickie Fowler. He spoke to us about his experience of making a change to his putting routine to incorporate the use of a line on his ball.

Rickie Fowler has been a top putter ever since he started on the PGA Tour and nothing much has changed during his time on tour.

The one that has though, is his thoughts on whether you should have a line on the ball.

Rickie does now use a line on his ball, but it wasn’t that simple for him in the beginning, because basically the lines didn’t match up. He found that the line did not look like it was pointing at his start line when he addressed the putt at set up.

April July 2020

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COACHING

Rickie does now use a line on his ball, but it wasn’t that simple for him in the beginning

However, although it did not look right to him, especially on left to right putts, Rickie persevered with the process. It also took 2 to 3 months for him to get used to this method, but he felt it was beneficial because his performances with the putter were getting better.

So, following on from Rickie’s experiences of experimenting with the use of a line to help alignment, we believe there are 3 options for players to consider with regards to whether you should use a line or not.

OPTION 1 – If it does not look right and creates too much of a distraction, where your putting performance is bad, don’t use a line.

OPTION 2 – If it looks good and outperforms your current method, then it is a no brainer.

OPTION 3 – If it does not look correct at set up, but it outperforms your putting performance without a line, then follow Rickie Fowler’s example and stick with it.

We would definitely get someone who is miles out with alignment without a line to put a line on the ball, even though it’s uncomfortable for them, as we know that through time, like Rickie, they will adapt to it and it will make them a better putter. We will get them to work with it for as long as it takes as long as it doesn’t really mess them up.

So, in summary if you can putt well without the use of a line then great, but if you struggle with alignment then a line is definitely a good option, but be prepared for it to take some time to get used to.

Even the best in the world need to work at this type of change – as this example with Rickie Fowler shows.

If you want to know more about the work Andy & Piers do, connect with them in the following ways:

The PGA Professional

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#makinggolfhappen

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

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COACHING

SHAPING YOUR COACHING BUSINESS

THROUGH TECHNOLOGY & DATA n BY ROB WARBURTON, ADVANCED PGA PROFESSIONAL Technology is deeply embedded in the everyday coaching practices of the PGA Professional. Advancements in technology have given us the ability to create a data, evidence driven picture to convey understanding, benchmark performance, track improvement and, ultimately, provide accountability to the coach-pupil relationship.

For many Members, coaching is a primary focus.

Members are utilising online booking systems and a range of platforms to share online video and lesson content. Both enhance communication, improve the pupil experience and lead to greater engagement.

The role of data and technology in the lesson environment is clear to see, but what about their role in the coaching business? How much are we using this technology to analyse and develop our coaching businesses?

The value of data to a coaching business is crucial because it connects the interdependent relationship between the customer, the coach and the venue. This relationship is vital, not only for the success of a coaching operation alone, but also the success of a coaching operation within the overall performance of a venue.

Data can help us analyse and reflect on 3 crucial questions: • What experience are our customers receiving and how likely are they to re-book and shout about our services?

• How effective is our coaching business in driving activity and revenue?

• What value are we driving to our venue and how aligned is our coaching operation to their needs?

As a coach or manager, data can help drive this 3-way relationship by helping us: • Build effective targeted marketing strategies • Drive increased retention and footfall • Monitor trends to develop effective programming and pricing • Track and analyse engagement of different customer segments • Produce a moment-in-time analysis of the activity within our coaching operation • Track the value of the coaching operation to the venue • Support our coaching team and provide accountability • Manage and forecast risk • Benchmark performance Now we must consider the data needed to strengthen our coaching businesses. For us, there are five key data points that are critical for success: Pupil Information - Accurate contact information is a must. Additional data, such as a customer’s club membership status, can be invaluable and help create insight around pupil activity, member spend or member retention.

1

Lesson Timelines - Tracking lesson history timelines will build insight around the footfall of these customers and time periods between lesson activity, helping your retention rates.

2

Average Hourly Lesson Fee - As a coach, you are limited in your earning potential by one thing: TIME. Once time evaporates, to earn more you have to charge a higher rate or find ways to diversify your income streams. Therefore, the time you are spending coaching

3

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COACHING needs to be high value. Heavy discounting and giveaways may play a role in driving short term activity, but at what cost? This strategy will prove counterproductive by lowering the lesson value and making you busier for no increased return. Tracking your true hourly lesson fee will help you find the balance between driving engagement, maximising revenue and the efficiency of your time.

Capacity - Tracking activity within your coaching schedule and discovering trends on a daily, weekly and annual basis is imperative to help shape your programming and your pricing strategies. By knowing your low and high capacity periods, you can create appropriate programming and targeted marketing.

4

Pupil Activity - Tracking student growth and activity will provide valuable insights to your business and your venue. Demonstrating activity will showcase your value and ensure your coaching operation is continually aligned to the needs of the venue.

By collecting data across these areas, a picture can be created on a micro and macro level. Each data point tells a story on its own, as well as a separate story when linked to the other data.

The right data used in the right way will transform your coaching business. That said, it can also be overwhelming.

We advise using data to create good habits gradually, or change the culture within your operation. This is best achieved by working through changes in manageable stages:

5

ABOUT FIRST DEGREE GOLF SOLUTIONS Founded by Advanced PGA Professionals Robert Warburton & Rob Darwin, First Degree Golf Solutions provide an all-in-one solution to power a coaching operation. Offering solutions to Members running a coaching business, academy or academies across multiple locations as well as servicing the needs of Golf Clubs.

After graduating from the AGMS degree course run in partnership between the The University of Birmingham & the PGA in 2008, Rob and Robert pursued careers in full time coaching, and operated the Golf Academy at Moor Park Golf Club between 2011 - 2019. Using this experience and expertise, First Degree Golf Solutions can provide state of the art technology including a showcase website, online booking technology, coaching store and a seamlessly integrated management system accessible across a range of devices to student, coach and manager, including an IOS app.

In addition to this technology, their solutions are tailored to supporting PGA Professionals with their day to day coaching business needs as well as providing the necessary support and training to use their technology solutions effectively. First Degree Golf Solutions also place an emphasis on the role of data within a successful coaching operation by providing support with in built reporting software, additional data insights by their team and customised reports for both coach and venue.

To find out more about First Degree Golf Solutions, please visit firstdegree.golf or email them on enquiries@firstdegree.golf.

You can also find them on social media by searching for them on Twitter using @FirstDegreeGolf or on Instagram @fdgsolutions.

• Decide on the data you want to track and identify how you are going to collate it.

• Review your data by looking for trends or obvious weaknesses.

• Identify which piece/s, if improved, would have the biggest impact on your business.

• Create an action plan for improvement based on one or two data points - the same as you would if you were giving a golf lesson.

• Make gradual changes and review their effectiveness over a period of time.

The PGA Professional

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#makinggolfhappen

Making too many changes at once can give players paralysis by analysis…the same can happen in business!

For further guidance on using data & technology to benefit your coaching business or to find out more about First Degree Golf Solutions, visit firstdegree.golf/ pga-article or email us on enquiries@firstdegree.golf.

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CLUBFIT TING, CLUBM AKING AND REPAIRS TRAINING FOR PROFESSIONALS

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BY

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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.

Contact us today for a free brochure & prospectus: UK Freephone: 0800 083 7388

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July 2020

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CLUB M A N A G E M E N T

NEW MEMBER RETENTION

STARTS NOW G

olf is currently enjoying a period of growth. An early reopening compared with other sports and outdoor pursuits has seen lapsed golfers, frustrated sport enthusiasts and those regular golfers who were on the fence, finally take the plunge into golf club membership.

Some golf clubs are reporting figures of more than 100 new members since their reopening and that is to be celebrated.

But as the rest of society and the leisure sector starts to open up, the autumn and winter approach (and with that a recession?) thoughts should already be turning to renewals.

All too often it’s guess work but a golf clubwith the PGA Professional playing a key part- can do so much to ensure a club has a great retention profile and that leavers can be kept to a minimum.

It has never been more crucial than to look at membership renewal early enough. Golf clubs are experiencing great numbers now, but there may be a rude awakening round the corner. Many clubs still continue to offer pro rata membership even now when demand is at its highest for years, so once the January to April renewal period comes around and they are asking for a full year’s subs (often with snow on the ground) then the challenges will begin again.

The issue of retention has never been more important than after Covid-19. Golf clubs are savvy enough to know that whilst things are booming now, the groundwork must be laid to ensure that when the bill does drop through the door then their experience now and in the coming months, gives people a good enough feeling to make it a must spend for another year.

The PGA Professional

|

#makinggolfhappen

The number of new members for some clubs has reached record levels following Covid-19. But retention has never been more important than it is right now. Clubs are already nervous about the renewal period but with some simple, early steps, you can turn a new member into a loyal customer both for the club and you. Jane Carter offers some advice.

Don’t just recruit, integrate So right now, don’t just recruit new members, integrate them. Retention starts from day 1. They need to become part of the club and this doesn’t just happen by accident. Longer induction periods combined with a bespoke communications plan and offers will all help integrate a new member.

It may seem a lot of work but do the math. A new member bringing in £1000 subs, their spend behind the bar and in your ProShop is probably worth another £500. Multiply that by 50 new members and that is your risk factor. Thinking about it in financial terms at the outset brings it home how important retention is.

But how do you retain members and what part can you play in the process. There are two crucial areas that PGA Professionals can helping the club retain its members- game improvement and find a game. Analysis of exits surveys have shown that the time and value for money reason for leaving clubs often comes down to two key reasons-no

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CLUB M A N A G E M E N T

one to play with, and my golf was not golf enough (aka I wasn’t enjoying it). In order to understand and deal with both potential issues you first need to understand what the new member is looking for.

Get to know your new members Take the time and trouble to know your members from the outset. Get them to fill out a new member profile (see below) that tells you all about them and what experience they are looking for. When they are likely to play, how good a golfer they are, do they want to improve. The information will be invaluable to your future business so even if the club doesn’t do it, make sure you do! It takes time to build profiles, so this is not an instant solution. However, without this, you may be asking the same questions for years but be no closer to the answers.

Over time starting almost immediately with new members, monitor games played, competitions entered, pro shop spend, emails opened, website logins, social events attended, use of practice

New Membership Profile Form Completion of this form will help us to help you get the most from your membership at Forbury Golf Club. We aim to understand as much about you personally and from a golfing perspective so all communications are as relevant as possible. All information is treated as confidential and will never be used outside the golf club.

About You Name

Date of Birth

Male

Any Children Under 16

Female

Email Address

Bar Use

Yes

No

Contact Number

Frequently Sometimes Never

Social Events

Frequently Sometimes Never

Photo provided

Yes No

Your Golf Membership Category 7 Day 5 Day E.Service/A.Forces 36-40 30-35 25-29 19-24 Country Junior 16-18 Junior under 16 Academy (Adult) Academy (Junior) Social

Preferred day(s) to Play Monday Tuesday Wednesday Thursday Friday Saturday Sunday Weekdays Weekends No Preference Not Applicable Preferred Time to Play Mornings Afternoons Evenings Anytime

Handicap Category 0-5 6-12 13-20 21-28 29-36 Not Applicable Competitions Frequently Sometimes Never Find a game email Yes No

Understand the playing intentions of a new member by completing a joining profile

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facilities, lessons booked – all of these are indicators of membership behaviour. Over time it is possible to identify patterns and trends, which can be addressed.

Building the profile can be done is several ways. Where possible, existing club systems should be used to pull as much data into one place. This should help with any information held electronically such as bar spend, age, gender, date of birth, competitions entered, direct debit payer, etc. Other profile elements may be captured through a simple form or a regular survey. How often do you survey the membership about the service you and you team are offering?

Once this data is collected it then allows you to segment your database to ascertain their habits and monitor behaviour. More importantly it allows you to start matching members, either with existing or new to the club. If someone works full time and is looking for a game after work in the week, introduce him to another new member who has indicated the same. All of a sudden you are running a ‘find a game’ service which is probably one of the most valuable you can put in place and one the club will thank you for.

Segmenting the database ensures your communications are appropriately targeted. Not every communication should go to every member of the golf club and you may well already do some basic segmentation without even thinking about it e.g. women, men, juniors, seniors, etc.

Profiling enables that to move to a different level where you don’t just segment on gender or age but on such things as golfer type, length of membership, aims and behaviours. But member profiling is simply the start to understanding your members. It is using the information captured from the data which is important. Once you have the building blocks in place and have gathered the information you can look to put a retention plan in place.

Golfing Frequency Once a week 2-3 times a week > 3 times a week Once a fortnight Once a month Not Applicable Golfing Target (tick all that apply) Reduce Handicap Play with Friends Learn the Game Get a bit better Win a Competition Not Applicable

The right coaching offer A key opportunity in retaining your members is helping them improve their game. All golfers would like to get better but there are those who would just like it to happen and those who are prepared to work at it.

Look around your club. Who are the people that are out on the course practising? Who are the people on the driving range? Not just once or twice but on a regular basis. Add in those who have cited it as a key goal on their profile and there is a segment of your members to target.

New members are usually the most enthusiastic about game improvement, lessons, and clinics. It will all be new to them after many hours spent alone on driving ranges. Learning in a group and meeting like-minded people will be a big plus in their early months of membership.

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CLUB M A N A G E M E N T

The golfer who is looking to improve but not dedicated to it may be ideally suited to a group clinic, but lessons tend to put people into one of two groups. Those looking for general improvement who may be new to the game and are more suited to group lessons and those who are looking for specifics and would benefit from one on one tuition. Even within segments, it is important to remember that there are further segments if you really want to give people what they want.

For someone truly dedicated to improving, lessons are also not always about price so don’t just consider making lessons cheaper for a member as a form of benefit. It is the added extras which can make the difference and turn members into real advocates of the golf club and of you.

If a member books some lessons, why not also give them a 30-minute session every month in the swing studio (if you have one). You don’t have to be there, but the member can see the data, work on specific things, and see ever changing results.

Limited impact for the club as it is rare that swing studios are fully booked and a massive boost for that member. If you are concerned about too many members taking the offer the you can limit the numbers.

Golf clubs could support you in offering a limited of discounted lesson bookings – first come, first served. Increase the demand in the club for wanting to take advantage of these offers and suddenly more people are interested.

New member group clinics If a new member is new to golf then it is likely they will be wanting to learn about the game and improve. Whilst one to one lessons may be more tailored to individuals, group lessons will help them with the basics and put them in touch with like-minded players.

And even if they are more experienced and don’t think they need a lesson, pitch your group coaching around course management and getting to know their course as new members. Small groups over 9 holes with you advising on how to play a hole is a whole different slant and can help with finding a game as people meet each other.

Use the people who have lessons to promote lessons. It is rare that someone who has lessons is going to get worse. Feature people in the newsletter or on the website. Some people will thrive on the attention and members seeing people they know get better often drives them to want to get better as well because they then believe it can make a difference.

Use what you have Promoting lessons is simply making better use of a facility at the disposal of the club. You don’t

The PGA Professional

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#makinggolfhappen

maximise the effectiveness of a resource until you fully put it to work. Find those members that it will appeal to and help enhance their golfing experience at your club.

When a new member joins a golf club it may well be that they have friends who already play there. This will be a big bonus in terms of integrating them into the club as they will hopefully join them for a regular game, socialise with them, be introduced to any societies that are relevant and go in for the same competitions.

However, even if they do have friends at the club, and especially if they don’t, golf club should have some opportunities in place to ensure their integration into the club is seamless.

Meet the proshop team An invitation from you or one of your team for a coffee or a few holes of golf will go a long way.

Don’t immediately turn it into a sales pitch. Get to know more about the new member, and it helps them to feel they have joined a club that is interested in them. It may only be 3 holes of golf or a 15-minute chat over a coffee, but it is a welcoming touch for the new member and will help them be part of the club and a potential warm customer.

You may even hold a weekly meet the team meetings for new members- and use it as an excuse to get longer term members along. Show them what they are missing and use the new enthusiasts to reignite their interest in lessons, clinics and buying new kit.

Over time it gives you and the club the opportunity to get feedback from members as well. The more clubs know about their members, the easier it is to provide what they are looking for and a fresh pair of eyes to the club may have seen something which could benefit everyone.

Keep in touch When all else fails, at least ensure you keep in touch. As well as regular email communication, as a minimum, a new member should be encouraged to like the club Facebook page and follow them on Twitter. It helps build interaction with other members and club news can often be communicated through this channel.

Some clubs operate a closed Facebook group which is by invitation only. This can be for finding a game or as a private forum that is more suited to just golf club members. Ensure the new member is invited.

Jane Carter is Director of Golf Unlimited, a consultancy advising golf clubs on membership retention and recruitment. For a free ‘new member connect’ programme email her at jane. carter@golfconsulting.co.uk or call on 07918 636841. ●

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Measure employee attitude, sales & upselling aptitude, facility management and general operating procedures, including your practice of essential Covid-19 safeguarding policies. Complete with comparable data against industry standards and the best performers.

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For more information and to realise your greatest success, visit www.59club.com and reach out to your Regional 59club Manager today.

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www.pga.info

5

TOP TIPS

n BY ANTJE DERKS

The PGA Professional

Everyone knows that they should be using images as part of their content marketing, don’t they?

Apparently not. Time and again, I see posts without an image - be it on Twitter, Facebook or on a blog - and I am scratching my head in disbelief. So, if you’re not already using images in ALL your content marketing, here is why you really should be.

Firstly, articles with a great image get 94% more total views than those without an image. Added to that, content with images is infinitely more shareable - Facebook posts with images get 87% more engagement and tweets with images get over 18% more clicks, 89% likes and 150% more retweets than those without images. Images do wonders for your content’s personality - they are the perfect opportunity to strengthen your own brand’s voice and also break up an article or a blog post. Research shows that people want bitesize bits of text dispersed with images that are relevant to what they’re reading.

Furthermore, it is important to optimise your images - it’s something a lot of people don’t do, but should. Image search is becoming very popular - and accurate - yet many people are still treating images as an afterthought. Including an image every 100 words or so will likely get you more shares, so for example, if you are writing a thousand word article, you will need to select 10 decent images to break up the text. Using an image at the top of your blog post or article either before the text or after the first paragraph is vital as it will help people to share your content. You could include an image every couple of paragraphs unless they’re very short, or you could break your post up into sections, with an image at the start of each new section. Golf is such an ideal sport for this - there are so many images you can take and use - just remember to get permission if you are featuring other people.

Choosing and using bright, colourful images will in my experience - get you a lot more engagement.

It’s advisable that you choose a gloriously sunny day to take your photographs - they will be far more appealing than those shot on a cold, damp, grey golf course. You want to tap into people’s emotional intelligence, make them feel like coming to your course for a lesson will be like a mini golf break in the Med. Sounds crazy, and we all know how dodgy the British summer can be, but the point is that you

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MARKETING

FOR BETTER CONTENT MARKETING IMAGES want to entice them with high-quality, well shot, colourful images. Most smartphone cameras produce stunning pictures, so on the next sunny day, plan to shoot as many as possible, so you have a selection to draw on. Of course, the absolute end goal is to try and incorporate your personal brand colours into your images as well - whether that’s a customised polo shirt, golf bag or other prop. That way your audience automatically associates your brand with the images subtle, sub-conscious selling.

In my client work, I find that using a mixture of fun and informative images works best. Readers love graphs, charts and infographics. Again, these should be designed using your personal brand colours. So where do you get this data? Make your own - run a survey among your clients - maybe write a piece addressing tricky shots - use the data ( i.e. 70% found the bunker shot hardest, 12% found hitting a shot straight from the tee the most challenging etc) and make that into a chart or graph. Then address each issue in a paragraph with an image - or series of images - working through possible solutions. And remember - put your logo on every image so that when it is re-shared, people know where it originated from. And don’t forget the funny images - we all love a bit of humour - especially now.

It is REALLY important not to go for the obvious and boring - stock image. That’s why it’s best to create your own images. Try and take pictures that convey an emotion - but a genuine one.

Lastly, you need to optimise your keywords associated with your images. It is not optional. Here’s how to do it: Use the keyword you are targeting (and variations on the keyword) in your image file names.

So, for example, if you’re targeting “golf coaching” as a keyword, your images should have file names like “golfcoaching.jpg,” etc Do the same thing with the alt text field for your content marketing images. Both file names and alt text should be descriptive of the image if possible - you should still try to use keyword terms in the file name. But don’t overdo the keywords either. And of course, the best thing in the world is if your images load quickly and are mobile-responsive, in other words, they automatically resize depending on the device used to view them. Remember, strong use of imagery isn’t just about looking good – it improves content marketing performance. ●

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JOY IS ON THE HORIZON. BMW Group PGA Sales are delighted to be open and available for business with social distancing measures in place to ensure the safety of both customers and staff.

Our teams are on hand to answer any questions or enquiries you may have. Whether you are looking to purchase a new BMW, MINI, BMW Motorrad Bike or perhaps something from our growing range of BMW i vehicles and Plug-In Hybrids. The team are here to help you find your perfect vehicle.

We can also complete the entire process from selection to collection safely and securely. From online paperwork to direct delivery across the UK*. We are confident that we can continue to provide the highly regarded, convenient and safe level of service you’d expect from us.

So while we can now operate with some in-store appointments, we encourage you to take a look at our website and to get in touch to find out more about the offers and benefits you’ve exclusive access to under the BMW Group PGA Affinity Programme.

Benefits which include: Discounts not available via the retailer network Offers available to immediate family members Online paperwork and secure payment process Contactless handovers and direct delivery options available …and so much more. To get in touch please contact the PGA Team on: 0370 700 5215 www.bmwpgasales.co.uk mail@bmw-issd.co.uk *Subject to availability, mainland UK only.

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July 2020

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www.pga.info

MEMBERSHIP

YOUR PGA MEMBER BENEFITS

THIS MONTH’S HIGHLIGHTS INCLUDE:

Gives you access to a range of benefits and discounts designed to support Members both personally and professionally.

PGA MEMBER SUPPORT Business Relationship Officers (BRO’s) are in place to support you, The PGA Member. They are here to help forge stronger links within the industry and provide PGA Professionals with a free service, designed to support and improve the personal and professional lives of our Members.

A wide variety of support is provided such as Business Reviews, Contracts & HR, Negotiating Retainers, Marketing & Retail Advice, Coaching Support, Developing Customer Relationships, Identification of targeted Training Courses/ Educational Opportunities, Building Relationships within your Golf Club/Facility and more.

An Income Protection Plus plan could mean that if you could not work due to illness or injury in the future you could still receive a regular, monthly salary – instant peace of mind that you, your family and home expenses can be covered whilst you’re recovering.

PGA members receive 20% off their first 2 years’ premiums^.

Learn more by visiting www.pgmutual.co.uk/quote?DC=PGA or call 0800 146 307 and quote PGA. PG Mutual Income Protection Plus. Protect your tomorrows.

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

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

Treat yourself or a loved one to an awe-inspiring gadget from the world’s best-loved technology provider or a new accessory for your Apple kit.

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

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

You can save on Apple Watch, iPad, AirPods, Beats headphones*, Watch bands or an iPhone/iPad case. Plus, with every new iPad, Mac, iPhone & Mac you’ll get 1 year’s free subscription to Apple TV+ worth £59.88. Visit the online PGA EPP Apple store to order or call Apple on 0800 072 4872 and quote EPP Parliament Hill.

To take advantage of this and other fantastic deals visit the PGA Benefits Special Offers page today! ^For full T&Cs, visit www.pgmutual.co.uk *Terms and conditions apply. See website for details. Offers subject to change without notice. Annual purchase limits appl. 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 PGA, and these are identified on the benefit web page.

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

The PGA Professional

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#makinggolfhappen

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MEMBERSHIP

Speak to our Specialist Nurses

0800 074 8383* prostatecanceruk.org The helpline is open

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.

Mon-Fri 10am-4pm, Wed 7pm-9pm *Calls are recorded for training purposes only.

Confidentiality is maintained between callers and Prostate Cancer UK.

Rangefinder Savings 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

Wholesale and Delivery Service We are delighted to offer PGA Members in England & Wales a reliable wholesale & delivery service for soft drinks, crisps, confectionery and much more. Members can expect a wide range of brands that are competitively priced with free delivery and no minimum order. A complimentary gift is available to all new PGA account holders. Contact Tim Swingler on 07519 111582 or tim@ chappleandjenkins.co.uk, visit www.chappleandjenkins.co.uk for more info.

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

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

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

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

Golf Trolley Discount 15% off trade price for account holders, personal use trolley.

Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.

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.

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

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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

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.

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

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

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

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

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

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

Discounted Airfares Offering all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability).

Contact the Traveleads sports team on 0113 242 2202 or email pga@traveleads.net quoting your PGA membership number.

The PGA Professional

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#makinggolfhappen

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

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

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

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

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

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

Formby Hall Golf & Spa Resort Rates from £95pp including use of the pool and health club. Spa days from £49 pp. PGA deals available Sun – Thur. Members receive 10% commission on new golf bookings for groups of 12 or more. Contact Mark Williams on 01704 875 699 or reservations@ formbyhallgolfresort.co.uk quoting your membership number.

For more detailed information and to take advantage of these and other fantastic deals, log into www.pga.info, select Member Benefits then click ‘Find out more’. *Only available to PGA Members in the UK. Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. †Discount only applies to the base premium of your travel insurance quote and does not apply to any medical screening premiums where relevant. Offer ends 31 December 2020.’. Terms and Conditions apply. ±£10 for every travel insurance policy sold, plus an additional £100 for every 10 policies sold in 1 calendar month. Please allow up to 45 days to receive your cashback. Cashback will be paid to you directly via The PGA. If the policy is cancelled within the 14 day cooling off period no payment will be made. ††Pay directly in the hotel; flexible cancellation policy; valid only in low and mid-season; the discount can only be applied on the flexible rate and not on other rates or special offers.

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

Have you come to a career crossroads? Not sure which step to take next to move forwards?

We are here to help!

The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work.

Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction.

The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2020 the year you move your career forwards.

Email recruitment@pga.org.uk

Lisheen Springs Golf Club, Co Dublin Requires a highly motivated, enthusiastic, and reliable PGA Assistant with excellent interpersonal skills and customer service focus.

Responsibilities include retail and golf operations, delivery of golf tuition and club fitting and repair. Ability to work within a team is essential. Applications, including CV to lisheenproshop@gmail.com before 27/07/2020.

Alder Root Golf Club Opportunity for PGA Assistant Professional to join Friendly Golf Club.

Role will include a combination of shop hours and opportunity to develop unlimited coaching business. The club is developing a new Proshop and Golf Studio to complement the existing practice facilities.

To apply email CV and cover letter to: Paulwoodcockgolf@live.co.uk Keighley Golf Club, West Yorkshire Qualified or registered assistant required for busy members’ club. Must be experienced, self-motivated, enthusiastic and embrace the potential to build and develop teaching with emphasis on junior and beginner groups. Shop hours also required with excellent customer service. IT skills essential. Apply to Andrew Rhodes at: pro@keighleygolfclub.com before August 8.

Hillsborough Golf Club Hillsborough GC seek a Registered Trainee/Training Applicant to become part of our team. We are a busy, private members club with a thriving membership. Successful applicant would be required to work in the pro shop, carry out repairs and teach at our busy academy. CV to proshop@hillsboroughgolfclub.co.uk by 28th July 2020.

The York Golf Academy Flexible Coaching Role in Modern Academy Setup. For further details please email info@theyorkgolfacademy.com.

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Barnard Castle Golf Club is a thriving private members club based in scenic Teesdale, County Durham. We are a friendly, welcoming club, looking to grow our membership with the help of a dynamic, self-motivated PGA Professional with a minimum of 2 years experience.

The successful candidate must have excellent interpersonal, organizational and communication skills.

Main Roles include: • Operating and stocking a first class retail facility incorporating a custom fit and club repair service.

• Provide members and visitors with a friendly, positive experience at all times.

• Work with the Management Committee to develop and implement new income generation strategies and develop value added services and products.

• Develop a tuition program to deliver high quality individual and group coaching to members and guests.

• Assist with the running of Open events, club competitions, rules advice.

• Monitoring 1st tee.

• Providing an efficient buggy service.

• Maximising visitor income through networking, developing links with external agencies (schools, clubs and businesses), so attracting new members and golf participants.

• To develop and enhance the clubs reputation for service, coaching etc.

Closing date for applications 31st July 2020.

Please send CV/Covering Letter to treasurer@barnardcastlegolfclub.org

Southwick Park Golf club Fully qualified teaching Pro position available at the picturesque Southwick Park Golf club, which has a long association with the Royal Navy since the early 70’s and has a friendly membership base of 600.

Send us your CV to Neal Grist - General Manager, manager@southwickparkgolfclub.com or call 02392 380131 option 1.

Cotswold Edge Golf Club, Gloucestershire Cotswold Edge Golf Club are looking for an enthusiastic self-employed PGA Qualified Golf Professional for Adult/Junior coaching and running our Junior Academy. Hours by mutual arrangement. Please contact Tracey Newman on 01453 844 167 or email a covering letter and CV to cotswoldedge@freenetname.co.uk.

Paultons Golf Centre Following further growth of the golf department we require a Qualified Assistant/Trainee to work within our professional team. Coaching Junior and beginner groups, engaging with our active membership and retail sales/club fitting. Facilities include 18 Championship and 9 hole par 3 courses plus a Toptracer range.

CV to davidmeaneypga@paultonsgolf.co.uk Burghley Park Golf Club Burghley Park Golf Club is looking for a qualified assistant professional to join a new team. The role includes shop hours, coaching, assisting with the evolution of the academy and club management work.

Please send CV’s and a cover letter to head professional Drew Farrell, golf@burghleyparkgolfclub.co.uk Ballers & Hackers Golf Driving Range Hucknall Ballers & Hackers Golf Driving Range Hucknall looking for PGA Trainee or Applicant for shop work evenings and weekends. Please email Golfacademyno1@gmail.com for more details.

July 2020

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www.pga.info

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

EXPAND YOUR KNOWLEDGE CAREER PATHWAY: The PGA and AGMS degree have provided me with amazing opportunities in coaching. My undergraduate dissertation specialised in athlete development pathways and my career to date has evolved around this area.

After initially teaching at busy academies in London and China, I coached at St Andrews Links for four years allowed me to work abroad with aspiring collegiate players in the US and academy operations project in China.

During my time in Scotland I contracted roles for Scottish Golf as a development coach and as Director of Golf at St Leonards school, gaining further experience in the design and delivery of development programmes. Leading up to my current roles with England Golf and University of Exeter, I managed the four performance sport programmes at St Mary’s University which offered a fascinating new insight into the processes of other sports and gave me first-hand experience working with Olympic athletes.

CURRENT ROLE: My full-time role is with the University of Exeter as their Head of Golf. We have worked hard to develop a very successful programme which offers a dual-career pathway for aspiring elite players who are looking for a viable alternative to collegiate golf in the US. The programme is well supported by the R&A and affords the opportunity for us to deliver on an extensive coaching, playing and services offer which has supported golfers who have achieved the highest level of the amateur game. My role is split between performance management, coaching delivery both in and out of competition and player recruitment.

I get to work with a diverse group on a daily basis, better understanding and addressing their longer term development needs and of course having the privilege of watching these outstanding players compete. Alongside this, for the past five years I have worked for England Golf as a Regional Coach. This is a hugely rewarding coaching role in which I get to play a part in supporting some of the country’s most talented young players on their journey to representing England at national level.

CAREER INFLUENCES: I am always interacting with other coaches and would

The PGA Professional

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Harry Scott, Head of Golf at the University of Exeter

like to think I’m constantly being challenged and influenced by others. I would say Jon Woodroffe from World of Golf who provided me with my first coaching opportunities and showed an infectious enthusiasm to helping people enjoy the game. Steve North, Director of Instruction at St Andrews Links is not only a great coach but ran the best academy operation I have been involved with. Finally, Mark Day, the National Girls coach has probably been my most influential coaching mentor. I continue to learn so much from him around the coaching process and his thirst for knowledge is inspiring.

BEST ADVICE I WAS GIVEN: Probably the advice that has impacted my coaching most was the value in understanding motor learning and skill acquisition principles to underpin the ‘technical’ in coaching.

Ultimately if you’re helping players to score better on the course, it’s about understanding how to develop the skills that can most effectively transfer into competition and not just be evident in practice. There are some awesome PGA Members who are worth tapping into around this including Howie Carson and Graeme McDowall.

BEST ADVICE I WOULD GIVE: Now more than ever the vast array of accessible coaching content across a number of platforms freely affords coaches a perfect opportunity to expand their knowledge and skillset. Often the biggest names or the best marketed have the loudest voices. My advice would be to treat all opinions with an open mind regardless of their source. Don’t simply accept and assume but critique and challenge theories to understand reasoning and build a philosophy you not only believe in but can justify through your coaching.

WHAT I WISH I’D KNOWN: Probably the cliche that people don’t care how much you know until they know you care. The more time I’ve spent building meaningful relationships with the person behind the player the more success I’ve had. It’s also a far more rewarding journey with the player when you have a more rounded appreciation of their ‘why’. Take time to get to know them as it may also start to offer insights into any barriers for improvement. ●

#makinggolfhappen

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Ultimately if you’re helping players to score better on the course it’s about understanding how to develop the skills that can most effectively transfer into competition.

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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.

Issues that may benefit from support include: Personal issues:

Call us today on:

0333 000 2082

▪ Trauma ▪ Abuse ▪ Pregnancy & childbirth ▪ Personal development ▪ Phobias ▪ Self-esteem ▪ Sexuality

▪ Relationship difficulties ▪ Family problems ▪ Bereavement ▪ Loss ▪ Coping with illness ▪ Money worries ▪ Caring for others

Work-related difficulties: ▪ Interpersonal difficulties ▪ Restructure ▪ Change in role/ responsibilities ▪ Disciplinary or grievance matters ▪ Harassment or bullying ▪ Redudancy ▪ Time management

▪ ▪ ▪ ▪

Work-life balance Pressure Managing a team Performance Management /Review ▪ Job security ▪ Stress ▪ High workload

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

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.

Confidentiality

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.

24h

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0333 000 2082

The Perfect Match

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