The PGA Professional magazine - June 2021 by The PGA

THE OFFICIAL PGA MEMBERS’ MAGAZINE

PROFESSIONAL VOLUME 17 ISSUE 5

JUNE 2021

BOOM TIME! Golf participation hits record numbers

The OCEANTEE WPGA Series gets underway at Little Aston

NEW BALLS PLEASE!

Meeting new golfer demand

RETAIL’S RETURN

DEVELOPING A SUCCESSFUL COACHING BUSINESS

Pro shops bouncing back

GET TOUR SPEED

OR GET LEFT BEHIND.

ARE YOU STOCKING THE FASTEST GOLF BALL IN IT’S CATEGORY?

Titleist Tour Speed is faster than Callaway Chrome Soft, Srixon Z-Star and TaylorMade Tour Response. Driver ball speed results from machine testing setup conditions of 140 mph ball speed, 12 degree launch angle, spin rate 2900 rpm.

CONTENTS FEATURES

INTERNATIONAL

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GOLF PARTICIPATION Golf enjoys the boom!

BOUNCING BACK Challenges of retail after Covid

SHIFTING SANDS There are opportunities in Saudi Arabia’s golfing future

TRAVEL

47 48 49 50

CASE STUDY Lee Cox on how to offer high-end breaks to your clients

SPOTLIGHT ON ABU DHABI Consider travelling to one of the most luxurious destinations on the planet

TOP MONTHLY OFFERS Spain, Portugal and Greece

WHY AN UPMARKET BREAK?

INSIDE THE PGA

05 07 62

ROBERT MAXFIELD This month from The PGA’s Chief Executive

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

Benefits to taking your members away on an upmarket golf break

COACHING

DEVELOPING A MODEL OF COACHING PRACTICE Pathways for both customers and players

Editor: Jane Carter jane.carter@golfconsulting.co.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk

Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: commercial@pga.org.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: David Colclough, Golfbreaks.com, Crossover Technologies Photographers: Getty Images, Adobe Stock, Andy Hiseman Production Assistant: Kelly Lewis Design: Andrew Beavis andy@whiteshadowmedia.co.uk PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333

MEMBERS SPOTLIGHT Puma King, Joe Folker

PGA PARTNERS

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THE OFFICIAL PGA MEMBERS’ MAGAZINE

PROFESSIONAL

This magazine contains images taken prior to Covid-19

OCEANTEE New sponsor for WPGA Series

TITLEIST TOUR SPEED Golf Ball Product Specialist Joe Smith on the new category leading ball

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’

PGA RETAIL

26 28 32 42

LAUNCHPAD This month’s guide to new equipment launches

TRADE NEWS Latest industry news

GOLF BALLS A round-up of this season’s new models + retail tips

ARE YOU TOO BUSY FOR BUSINESS?

Discover how to keep ahead of the game with the XPOS Caddie App

RETAIL SPOTLIGHT Ian Ridsdale provides the inside track on his retail operation

The PGA Professional

MEMBERSHIP

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

RECRUITMENT

#makinggolfhappen

SITUATIONS VACANT All the latest recruitment opportunities

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

PGA Principal Partners

Making the Business of Golf Happen PGA Partners

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

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FROM THE CHIEF EXECUTIVE

he season is well under way and it is good to see so many golfers back out enjoying the game. The latest participation numbers for 2020 released by the industry show in Great Britain total adults playing a full-length course increasing to 5.2 million - an astonishing increase of 2.1 million - while golfers using par 3 courses more than doubled and pitch and putt usage tripled. The story in Ireland was just as encouraging with participation up by 219,000 to 540,000. Numbers like these are unheard of in recent years but the real test lies in capitalising on this growth well into 2021 and beyond. The weather has not helped but speaking to Members up and down the country you are reporting good retail sales and busy coaching diaries. I hope that the huge increase in participation is a

Professional plays on the front line of the game, coaching, welcoming visitors, and new members to golf clubs. Increasing the profile of women in the game remains paramount for every industry body. We have completely revamped our WPGA series of tournaments this year and are delighted to welcome OCEANTEE on board as sponsor of this important initiative. We continue to invest in our wider PGA tournament schedule and there will be some important announcements in the coming weeks. Members make the headlines for other reasons and we are always delighted to celebrate your efforts and successes in other areas away from the traditional golf business. The Toby Sunderland Award does just that and this year James Wright from Penn Golf Club receives the award for running

Numbers like these are unheard of in recent years but the real test lies in capitalising on this growth well into 2021 and beyond welcome boost to your own businesses after a very tough 12 months. I know from talking to our colleagues at the British Golf Industry Association, manufacturers are working hard to keep pace with supply and demand and would encourage you to keep the communication channels open with your suppliers as we all work to keep the game’s new customers satisfied and coming back for more. Golf has also received a boost by the professional game being back on television and crowds attending the Major events. Phil Mickelson’s wonderful win in the USPGA Championship had record viewing figures - the most watched final round in three years - and demonstrated there is a real demand and interest in golf at every level. The Open at Royal St George’s is just around the corner and will make welcome return after its absence in 2020 and provide another boost to the game. Our own Members are also in the limelight as the Slingsby Golf Academy series has been appearing on Sky Sports, documenting the journey of four female celebrities into golf, coached by four PGA Members. Media coverage at this level can only cement the important role that every PGA

31 marathons in 31 days, raising £30,000 for charity. PGA Professional magazine regularly reports on the fantastic charitable efforts of so many PGA Professionals, demonstrating once again your role at the heart of a golf club and the wider community. The continuing interest and buoyancy in the industry is seen in all areas of our work. More and more Members are logging onto PGA Learn, interest is high in our recently announced top up degree programme and we hope to welcome an increased number of students to our training programme in October. As lockdown restrictions are slowly being lifted our working patterns are returning to more familiar times with face-to-face meetings appearing in our diaries. Networking is an important and enjoyable part of the industry. Its already proving a popular attraction for our Business Management Group offer. Thanks to all of your who have encouraged golf club and industry colleagues to join. It’s refreshing to be able to write about the game in such positive terms and long may it continue.

Robert Maxfield CHIEF EXECUTIVE The PGA Professional

#makinggolfhappen

Inspired by then. Supercharged for now.

Premiere Series

NEWS

STILL TIME TO ENTER

EUROPE’S LARGEST PRO-AM! Relaunched as a mixed event and open to male and female amateurs aged 18 and over, The PGA National Pro-Am Championship returns in 2021 with an array of spectacular Regional Finals culminating in a Championship Grand Final at the world-renowned PGA National Turkey.

2021 PGA National Pro-Am Championship Sunday 21 – Thursday 25 November 2021 PGA National, Antalya Golf Club, Turkey

WHY ENTER? • Represent your club in Europe’s biggest pro-am competition. • For the first time in 2021 the Championship will be a mixed event. • Be in with a chance of winning an all-expenses paid trip to PGA National Turkey for the Grand Final. • Earn a share of the £25,000 prize fund on offer to PGA Professionals. Craig Shave (PGA Professional – Whetstone Golf Club) 2018 National Pro-Am winner: “Winning the PGA National Pro-Am Championship was a highlight of my career and to achieve this with one of our members at Whetstone Golf Club is extra special. “I would encourage every PGA Professional to enter this year because if you are luckily enough to qualify for the Grand Final, the memories last a lifetime.”

Information Pack

HOW TO ENTER? STEP ONE: Organise your Club Qualifying Round.

REGIONAL FINALS 28th June – Stockport Golf Club 30th June – Thetford Golf Club 5th July – Orsett Golf Club 7th July – Cumberwell Park Golf Club 8th July - Harrogate Golf Club 12th July – Montrose Golf Links 13th July – West Surrey Golf Club 14th July – Enville Golf Club 10th August – Foxhills Club & Resort 1st September – Seapoint Golf Links

Closing date – 14th June Closing date – 16th June Closing date – 21st June Closing date – 23rd June Closing date – 24th June Closing date – 28th June Closing date – 29th June Closing date – 30th June Closing date – 27th July Closing date – 18th August

STEP TWO: Select a Regional Final venue to compete in and pay the £50/€55 club entry fee. This can be done online via your competing PGA Professional’s BlueGolf Account.

STEP THREE: Host your Club Qualifying Round ensuring each participating amateur pays the £3/€3.30 entry fee.

STEP FOUR: a. Notify The PGA of your qualifying amateur via your competing PGA Professional’s BlueGolf account. Via the ‘Update my Partners’ page you can input your amateur’s contact information, Handicap Index and CDH number. b. Process the payment of the Amateur Entry Fees via your competing PGA Professional’s BlueGolf account. c. A copy of the competition results will need to be emailed to nationalproam@pga.org.uk

The PGA Professional

#makinggolfhappen

NEWS PGA debuts SkyCaddie yardages in national events A landmark moment for British golf occurred in a recent PGA qualifying event at Moor Park. For the first time, The PGA set its pin locations using SkyCaddie’s on-foot mapping yardage information, producing the tournament’s pin sheets with SkyCaddie’s help. Competitors were able to download the event’s exact pin positions onto their SkyCaddies, adding distances to the pin to the already-comprehensive SkyCaddie GPS data for every hole. The event was the East qualifier for the 2021 PGA Professional Championship, played on the High Course at Moor Park Golf Club in April. SkyCaddie yardages, pin sheets and downloads will be used in all PGA national events in 2021. “If you are a PGA Professional or keen golfer playing in any event this year, you’ll find that a SkyCaddie loaded with Pin Positions is far more powerful than a laser plus yardage book could ever be” said SkyCaddie’s James Holmes. SkyCaddie has already re-mapped or updated course data for all venues set to host a PGA national event in 2021, so competitors can be sure of yardages to all hazards, run-outs, carries fairway positions and pin positions on every hole they play.

PGA tees up eco-friendly partnership with OCEANTEE The PGA and sustainable golf brand OCEANTEE have signalled their intentions to grow the game, especially among women, by agreeing a three-year partnership. The agreement sees OCEANTEE becoming PGA Partners and headline sponsor of the new-look WPGA Series, which will be re-branded The OCEANTEE WPGA Series. In addition, OCEANTEE, which manufactures sustainable golf products (including bamboo tees), will become the official tournament supplier to Europe’s largest pro-am - The PGA National Pro-Am Championship. OCEANTEE was founded by managing director, Ed Sandison, who wanted to disrupt the golf industry in a positive way to create a drive and focus towards sustainability. “Change only happens when people are forced to question themselves,” he explained. “Most people accept it’s OK to use plastic tees because they always have when it’s clearly not. Plastic pollution is a huge issue for the planet, not just golf. The less plastic products we use and create, the better.

“To that end we want to support and showcase innovative processes, textiles and materials that produce high performance golf products without impacting the environment. In doing so, we want to highlight golf as a forward-thinking and modern sport and open it up to a wider and more diverse audience.” Welcoming OCEANTEE as a PGA Partner, David Adams, the Association’s head of commercial partnerships, added: “We’re delighted such a progressive and ecofriendly organisation as OCEANTEE has signed up as PGA Partner and agreed to support two of our key competitions. “The fact that golf is played in so many beautiful locations and among natural surroundings means The PGA is increasingly mindful of the need to nurture and protect the environment. The partnership with OCEANTEE will help reinforce this ideal with our Members." Turn to page 22 to find out more about the partnership.

Look out for PGA Connect The PGA’s weekly newsletter, PGA Connect, is widely regarded as one of the golf industry’s most influential online publications. Delivered to more than 6,000 PGA Members each week, PGA Connect is packed full of engaging content covering regional, national and international topics. These topics include key campaign messaging, PGA and industry news, business and retail support, Member offers and latest jobs The newsletter drops into your inbox every Wednesday and provides you with valuable information to help you both in the your personal and professional lives.

June 2021

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NEWS

BRO SUPPORT Helping Members evolve In the latest column promoting the services of The PGA’s Business Relationship Officers, Sam Carr explains how he has been able to help one PGA Member land his dream job.

Lionel Platts (1934 - 2021)

The PGA is saddened to report that Lionel Platts, an Honorary Member and Ryder Cup player, has passed away at the age of 86. Lionel was a Member for almost 70 years and a model example of a PGA Professional from a bygone era who combined the roles of club pro with playing on tour – and doing so with a high degree of success. It’s a scenario confirmed by the composition of the 10-strong Great Britain and Ireland Ryder Cup team in 1965, Lionel and five others plus Harry Weetman, the captain, were former PGA Assistants’ Championship winners. Lionel had won the PGA Assistants’ Championship at Hartsbourne four years prior to making his solitary appearance in the biennial contest at Royal Birkdale, the venue where three months earlier he had finished tied 12th in the Open Championship. He made the cut at the US Masters in the following year and two of his five tournament victories were achieved at the start of the next decade. He won the Portuguese Open in 1971 and the Uniroyal £2,000 72-hole strokeplay tournament a year later. Lionel went on to compete on the European Seniors Tour and served Three Rivers Golf and Country Club, near Chelmsford, Essex, as head professional from 1975 until 1993. He was granted Honorary PGA membership the following year and continued to play in Association events well into his 70s, most recently in 2014 when he competed in the PGA Super 60s Championship at Thorpeness. Lionel is survived by Diana, his partner, daughter Julie, and sons Bobby and Chris. The PGA extends heartfelt condolences to them on their loss.

The PGA Professional

One area where we are supporting PGA Members is in the job market. Towards the end of last year Jamie Cundy was made redundant from his golf manager role at Calderfields Golf Club. Jamie had been proactive and was applying for a lot of jobs. He didn’t want to spend much time out of the industry and although he was getting through to the interview stage and making it down to the final two/three, he wasn’t getting over the line and being offered the job. He was showing a great, positive attitude and we were always seeking feedback from those unsuccessful interviews. We had to reflect on what Jamie was saying, his presentation and how he might be able to do things differently and ultimately align to the needs of the golf club. I anticipated that Jamie would land a good job, but we had to make sure he was presenting himself in the best possible way. As part of my role as a BRO, I was able to support Jamie as he went on to nail an interview at Henbury Golf Club. They loved him and he was offered the role of Head Professional at what is a great golf club. Jamie has been in the role since the end of March, and it is going from strength-to-strength. It really has been successful in terms of the support provided by The PGA. Jamie’s story highlights just one area where the BRO team are helping PGA Members through difficult and challenging times. Jamie knew he needed help and he reached out – that is what we are here to do. We are here to support you through your whole journey as a PGA Member. That could include coaching structures, staff contracts, retail operations, CPD support etc. these are just some of the areas where I currently provide support to Members. My role is about diverse support, providing possible solutions and helping Members evolve. We’re constantly offer support that helps improve the personal and professional lives of PGA Members, through the good times and the bad.

Your BRO team

#makinggolfhappen

Sam Carr

Fiona Champness

Paul Wisniewski

Justyn Branton

Please ring your regional helpline and you will be put in touch with a PGA Business Relationship Officer East Region Midlands Region North Region South Region West Region Ireland Scotland International`

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NEWS ON THE MOVE The latest PGA Member appointments across the UK, Ireland and overseas. A 22-year career at Cleeve Hill Golf Course has come to an end for David Finch who has become a club professional at Lilley Brook Golf Club. Also in the West region, Simon Elliott has joined the golf services team at Celtic Manor Resort, while Nick Brennan has been announced as the new head professional at Farrington Park Golf Club, and Nicholas Riley has joined Clifton Hill Driving Range’s coaching team. In the South, Louis Savill is the new assistant professional at Royal Wimbledon Golf Club, Matthew James is now the head assistant at West Sussex Golf Club, and Scott Beaven has been appointed as the head professional at Top Golf – Surrey. Matthew Harrison has moved to Hillside Golf Club after more than a decade at Formby Golf Club. He becomes Hillside’s new Senior Assistant Professional. Also in the North Region, Martyn Jobling is now the owner of Albatross Golf Events, Jeffrey Whittam is now the head teaching professional at Calverley Golf & Country Club, and David Smith takes up a teaching professional role at Worsley Golf Club. David Myers is the new head professional at The Tytherington Club and Gareth Williams has also embarked on a new head professional role at Caerarfon Golf Club. In the Midlands, Jack Roberts has joined the coaching team at The Belfry Hotel & Resort, Benjamin PaylorJones is a club professional at Whittington Heath Golf Club and Andrew Cheese is

Girls Golf Rocks is back for 2021 A record number of golf venues will be involved in the biggest girls’ coaching programme in the country as Girls Golf Rocks returns in 2021. The programme is back this year with the aim of promoting golf as a fun and friendly experience for young girls new to the sport. Run by England Golf and the Golf Foundation and led by PGA Professionals, Girls Golf Rocks is open to all girls aged 5-18. After COVID-19 restrictions forced the cancellation of the 2020 programme, the initiative is back with renewed energy and optimism for 2021 with almost 200 clubs spread over 35 counties signed up this year. Lauren Spray, England Golf’s women and girls in golf manager, said: “We’ve had amazing success with Girls Golf Rocks in the past and we’re looking to make up for lost time

in 2020 by having double the fun in 2021.” The programme is in its fifth staging and has introduced over 5,000 girls to the sport. Coaching will take place in two six-week blocks at various times between June and October at a cost of £35 per block. The lessons will take the girls through all the basics of golf, culminating in a final session on the course where they can put into practice all they have learned from their PGA coach. Martin Crowder, head of development for the Golf Foundation, added: “The PGAqualified coaches taking part will ensure new girls are given the best possible start in the game, as part of a fun learning group where they can make good friends, gaining the playing skills of golf and also valuable life skills that can be used in their wider lives.”

PGA National Czech Republic Environmentally sustainable golf PGA National Czech Republic at Oaks Prague continues to make a stamp on the industry with the release of its inspiring and extensive sustainability practices. The Troon-managed venue opened to impressive feedback last summer when it was awarded ‘Europe’s Best Golf Course’ at the 2020 World Golf Awards. The facility has had sustainability at the forefront of its strategy from the start with impressive initiatives in place, as part of GEO’s Oncourse programme for sustainability, aimed to increase biodiversity, promote sustainable turfgrass, prevent pollution, reduce energy consumption and recycle all materials. The team has embraced their responsibility

when it comes to environmental care, by playing their part in helping address issues that are important to the local community and industry stakeholders. Jordan Fairweather, Golf Course Superintendent & Head of Estate Management at PGA National Czech Republic, commented: “We are proud of our professional staff who carry this work through a wide range of carefully planned and implemented operations, supported by many special projects and events, often involving expert advisors and partners.” The next goal for PGA National Czech Republic is to attain GEO certification, the most credible and respected mark of sustainability in golf worldwide.

June 2021

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NEWS

Junior pro-am series launched Junior golfers in the North-East will be given the opportunity to play alongside PGA Professionals as part of a new junior golf competition. The Junior Pro Am Summer Series will be held across various local courses and will pair up three junior golfers with a professional for an 18-hole event. The event has been put together by the Northern Junior Golf Tour and Albatross Golf Events with the first tour getting underway at the beginning of August. Jason Budd, the founder of Northern Junior Golf Tour, commented: “For junior golfers, teaming up with a local PGA Professional is a chance to learn up close from some of the best players in our area.” Albatross Golf Events co-founder and PGA Professional, Andrew Scrimshaw, added: “PGA Professionals spend a huge amount of time with juniors and this new series aims to give them another way to develop young golfers into better players, whether they go on to compete at an elite level or simply learn to enjoy the game even more through this unique experience.”

Willett raises £19,000 for Prostate Cancer UK Betfred British Masters host Danny Willett’s performance at The Belfry during last month’s tournament secured a £19,000 donation from title sponsors Betfred to Prostate Cancer UK – an official charity of The PGA. Willett selected Prostate Cancer UK as the official charity of the tournament, with Betfred pledging to donate £1,000 for every birdie and £2,000 for every eagle Willett made during his four rounds directly to the charity. The 33-year-old had secured £9,000 by the halfway stage after nine birdies in his opening two rounds and added a further £10,000 to the total with seven birdies on Friday and three more during Saturday’s final round. “It is a good feeling to raise the money for charity,” said Willett, who wore Prostate Cancer UK’s ‘Man of Men’ badge on his golf bag to show his support to 400,000 men affected by prostate cancer in the UK.

Roving pros are growing the game in Scotland A Scottish Golf initiative has the potential to not only help more than 200 clubs in the country recruit and retain more members but also boost the finances of PGA Professionals and broaden their coaching skills. The Roving Pro Fund is designed to support clubs that do not have access to a PGA pro by providing the finance for them to engage one to deliver junior and adult beginner coaching programmes. Approximately half of Scotland’s 580 golf clubs do not have access to a resident PGA pro, which makes them eligible to apply for the maximum grant of £600 that can be used to deliver up to 20 hours of professional coaching. In addition, funding is available for clubs in remote areas of the country to cover a pro’s travel and accommodation costs. The scheme is a legacy of Scotland staging the 2014 Ryder Cup at Gleneagles and was initially funded by the Ryder Cup Development Trust. It has been financed by Scottish Golf for the past couple of years, however, and runs annually from April to the end of September.

The PGA Professional

Gavin Forrester, Scottish Golf participation manager and safeguarding lead, said: “It has proved a hugely successful project and made significant impact in not only engaging more participants but also in retaining more beginner adults and juniors in the game, through quality coaching delivery.” Some pros are attached to a club and use the scheme to supplement their income and broaden their knowledge and coaching skills; others who are not attached to a club have become full time roving pros. Daniel Wood, for example, is the head PGA Professional at The Hirsel Golf Club, Coldstream, but visits several clubs as a roving pro. Wood commented: “The support we get is fantastic. We initially have meetings with the golf club and Scottish Golf and create a plan as to what’s best for the club and myself. “There are also online resources we can tap into to help make not only my sessions are better but also for the kids and clubs involved.” For more information visit scottishgolf.org/ roving-pro-fund-guidelines

#makinggolfhappen

ON THE MOVE now a teaching professional at Sandwell Park Golf Club. Elsewhere, Paul Bagshaw is now a club professional at Paul Bagshaw Golf. After almost a decade at Saffron Walden Golf Club, Aaron Howard has moved to Bourn Golf Club as a teaching professional. Elsewhere in the East region, Andrew Pestell is now the owner of The Swing Warehouse, while Thomas Phillips is a club professional at Murrayshall Golf Club In Scotland, Keith Morgan has left Hawick Golf Club after a decade to join Borders Golf Coaching as their director of coaching. James McKinnon is a club professional at Lenzie Golf Club, Jorden Ferrie takes up a similar role at Golspie Golf Club and Paul Wardell has joined Renaissance Club as a golf coach. One move in Ireland sees Brian Doheny take on a new head professional position at Mount Juliet Golf Club. Thomas Henderson has left Jumeirah Golf Estates for Dreamland Golf Club, Azerbaijan. Ghala Golf Club in Oman has hired Josh Thornton as its new head professional, Michael Antona is the head coach at Wellington College, Bagkok and John Jeffrey is now a teaching professional at Germany’s Golfclub Leitershofen CORRECTION: Samantha Munro and Stewart Watters were both appointed in March in the role as PGA Professional by Dumbarnie Links. If you would like to feature in this column send your details to membership@pga. org.uk.

F E AT U R E

PARTICIPATION BOOST FOR GOLF IN GREAT BRITAIN AND IRELAND N

ew figures reveal that golf enjoyed an increase in participation by 2.3 million on-course adult golfers in Great Britain and Ireland last year and the sport is now being encouraged to grasp the opportunity to retain new and returning players. Research led by The R&A, together with England Golf, Golf Ireland, Scottish Golf and Wales Golf, demonstrates how the sport thrived in 2020 despite the significant challenges of Covid-19. Two new participation reports, produced by Sports Marketing Surveys (SMS), show that a significant number of players enjoyed golf on full-length courses as well as alternative forms of the sport, including the use of driving ranges, Par 3 golf and pitch and putt. There was also an increase in the number of female golfers and a reduction in the average age of participants. Phil Anderton, Chief Development Officer at The R&A, said, “We have seen a real surge in the number of golfers in Great Britain and Ireland playing the sport and this is reflected by the high demand for tee times and clubs reporting a strong interest in membership last year. “Golf has shown that it can provide significant health benefits and this has been important for many golfers during these very challenging times. It is vital that golf seizes the opportunity to maintain this heightened interest by offering new and returning golfers compelling reasons to stay within the sport and enjoy it with friends and family.”

June 2021

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F E AT U R E KEY FINDINGS INCLUDE: • Among avid/regular golfers, 31% identified they had experienced some negative impact on their feelings of loneliness/isolation as a result of the pandemic. Of these, 79% identified playing golf had a positive impact. • Among lapsed/returning golfers, 44% identified that they had experienced some negative impact on their mental health as a result of the pandemic. Of these, 92% identified playing golf had a positive impact. • Among occasional/infrequent golfers, 34% identified they had experienced some negative impact on their physical health as a result of the pandemic. Of these, 70% identified playing golf had a positive impact. The research also outlined recommendations that clubs can take to retain new players, including feeling welcome and valued; a friendly culture and relaxed atmosphere; participation options based on ability and experience; good customer service; having an efficient booking system; and the quality and maintenance of the course. Anderton added, “The mental and physical health benefits of golf have helped boost participation in 2020 and that is hugely encouraging given the sport offers a wonderful form of exercise out in the fresh air for all ages and abilities. “With more female players also coming into the sport, it presents an opportunity for golf clubs to harness interest from this key demographic and to engage in our #FOREeveryone campaign. “The campaign encourages clubs to consider how they can attract more women and girls into the sport and challenge unhelpful stereotypes to demonstrate that it is an enjoyable pastime and career for people of all ages and backgrounds.”

KEY HIGHLIGHTS

FROM THE 2020 GREAT BRITAIN GOLF PARTICIPATION REPORT: • Total adult golfers on a full-length course (9 or 18 hole) increased significantly by 2.1 million players to 5.2 million – the highest figure recorded this century • Of these golfers, 36% identified as returning or new golfers – with 16% of players starting or trying golf for the first time because of the pandemic • The average age of golfers fell by five years to 41, with the majority of new golfers aged under 55 • 25% of female golfers were new to the sport – and tried it for the first time because of the pandemic • Driving range use increased from 2.3 million to 4.3 million players • Golfers who only used Par 3 courses more than doubled, and those who only played on pitch and putt courses more than tripled

KEY HIGHLIGHTS

FROM THE 2020 IRELAND GOLF PARTICIPATION REPORT: • Total adult golfers on a full-length course increased by 219,000 to 540,000 • 18% returned to golf or started or tried golf for the first time because of the pandemic • A third of adult golfers who tried golf for the first time were under 25 years old DEMAND FOR GOLF Following the easing of restrictions, The R&A identified the need to further understand this demand and how different types of golfers were engaging with the sport. The Post Covid Opportunity Research carried out by SMS in Great Britain and Ireland, along with findings from Bayfirth Research, details experiences of golfers during the pandemic, their motivations for playing and their long-term plans for the future. Among new golfers, 98% of those interviewed identified they are enjoying playing golf and 95% see themselves playing golf for many years to come. The impact of Covid-19 restrictions on mental and physical health and loneliness has been considerable with the research showing how golf has helped in these areas.

The PGA Professional | #makinggolfhappen

F E AT U R E

BOUNCING

BACK

Following golf retail’s return in April, Trade Editor Nick Bayly assesses the industry’s potential to bounce back bigger and better and looks at how PGA Members are managing their operations in the new retail environment

ith tee times hard to come by and golf clubs throughout the UK reporting burgeoning memberships and, in some cases, a return to waiting lists, it wouldn’t take a huge leap of faith for those outside of the golf industry looking in to assume that golf’s glory days are back again. Having proved itself as one the safest of outdoor activities in a Covid world, and with millions of people stuck at home with little to do but bake bread and watch box sets, golf has experienced a surge in interest over the last 12 months not seen since the 1980s, when those looking to secure a tee time had to

sleep in their cars overnight in order to bag a Saturday morning slot. While the advent of online tee bookings has thankfully done away with need for steamy-windowed Ford Fiestas to be waiting for the pro to open the club car park at dawn, the rush back to the fairways following the reopening of golf courses on March 29 saw golf clubs battling to keep their new members happy in the face of a lack of tee time availability, closed clubhouses and drought-like conditions. With non-essential retail held back from re-opening until April 12, and indoor hospitality delayed until May 17, the government’s

June 2021

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F E AT U R E hoped-for economic rebound has been somewhat slow to materialise in many area of business, with some customers reluctant to splash out on big ticket items while the shortterm economic situation remains so volatile. Golf clubs that rely on guest green fees, societies, food & beverage and functions have barely seen a penny from this normally reliable and valuable source of income, while those that have enjoyed a boom in membership numbers are waiting nervously to find out how many will renew next year, when things – hopefully – begin to return to something resembling normality. While Sports Marketing Surveys has recorded regular record-breaking increases in rounds played over the last 12 months – up by 40-50% in May 2020 compared to the same figure for May 2019 – the uplift story for golf retailers in 2021 is a somewhat more patchy picture, and comes on the back of lengthy periods when little or no sales were happening at all. Foremost Golf, which has around 1,000 golf retail accounts in the UK & Ireland, has reported on-course sales being up around 16% for the April just gone, when compared to April 2019, which is the last equivalent period when retail was not operating under Covid conditions, while off-course sales were up by 13.5%. Golf Datatech, the independent golf industry retail and trends monitor, said that April was the third largest month for sales of golf equipment that it had ever recorded, while it was the largest ever month recorded for wood sales by value. Both these sets of figures underline the pent-up demand that exists from golfers eager to try out the new launches, many of which had been gathering dust in warehouses since late January. XPOS, whose stocktaking technology also keeps close tabs on golf retail sales, is reporting every single category up against 2020 yearto-date figures, and that includes the three-month lock-down from January-March. According to its data, categories that are performing particularly well include balls, shirts, shoes and trolleys.

XPOS is reporting sales of every single product category up against 2020 year-to-date figures, and that includes the three-month lockdown from January-March

Stock shortages are prevalent in all categories, and look set to continue into the autumn

The PGA Professional | #makinggolfhappen

Trolley sales for electric and push models are up by almost 9% on 2019 values, and by a whopping 139% on 2020, no doubt driven by the numbers of new golfers and some impressive upgrades from the major power trolley brands. Drivers and iron sales are also performing very strongly, with income set to rise further in the coming weeks and months as fitted products are delivered and go through retailers’ tills. The problem now, and it is expected to be a big one throughout the summer, and into autumn, is getting hold of the best-selling products. With lead times on popular models already beyond two months, and often longer, there are going to be some disappointed golfers out there and undoubtedly some lost sales. Some customers might be willing to wait, but with a summer of staycations stretching ahead of us, some may be put off from buying the most popular brands and opt for something else or not bother at all. To counter this problem Foremost is advising its retail members to focus on promoting what stock they do have, rather than on what they might have in the future, and

have been offering point-of-sale and marketing materials that will help to shift current inventory rather than adding to a lengthy waiting list on products whose delivery times are uncertain. A spokesperson for Foremost said: “Some retailers are falling into the trap of not selling or offering the product they have in-stock first and falling into a consequent trap of disappointing customers with longer-than-average delivery times. This can snowball quickly for the retailer in time and effort, so whenever possible it could pay to get customers to try out products you have in store and more than likely you’ll sell a good percentage of these items.” The shortage of products across the board has brought into sharp focus the need to carefully plan ahead with pre-orders and find out what you’re realistically be able to get hold of. While it’s understandable to be reticent about placing big orders in a time of flux, those that have held back are finding themselves at risk of having empty shelves at a time when golf courses are busier than ever. Glyn Evans, FootJoy’s UK & Ireland sales manager, has noticed

F E AT U R E

MANAGING EXPECTATIONS Two PGA Member retailers discuss their experience of retail since pro shops were able to re-open in April

MIKE YORKE, General Manager, Horsham Golf, West Sussex “We are currently enjoying an incredibly busy period of trade in our shop, with record levels of fittings and sales are up by about 21/2 times what we might ordinarily expect at this time of year. We have been bullish in our stance of holding stock and we have invested heavily in our custom fitting programme since the first lockdown last year, which is now paying dividends. Everything is selling well, but the new Callaway Epic Speed and TaylorMade SIM2 drivers are currently our most popular hardwear products, along with Callaway Apex irons. Under Armour and Penguin clothing are both proving popular, as are UA’s shoes. We’ve also had a lot of returning golfers upgrading on a tighter budget and Yonex’s new Elite 3 range has been great for this customer. We’ve run three or four equipment demo days so far, which have proved very popular, while our bookings for fittings are through the roof. We have added a fitting room adjacent to our fitting bay and also expanded the number of brands we stock, while adding extra staff to ensure a positive customer experience. Supply issues are a continuing problem, as they are across the industry, but we are making sure we manage customer expectations by not over promising and under delivering. We have pre-booked more aggressively for this season and have added to these along the way to ensure we have a positive stock position. Now more than ever we appreciate the need to keep a really close eye. Holding stock is king this year and we have been bullish in this area. Keeping up good communications with our customers has also been crucial.”

TIM HARRIS, Head Assistant Professional & Retail Manager, Stoke Park Golf Club, Buckinghamshire It snowed the first day we were first allowed to re-open the shop on April 12, but thankfully, since then, footfall has picked up and is probably at the same level it was after we re-opened following the end of the first lockdown last year. Hardware made a strong start for us, with many of our members keen to try out the latest technology, while layering garments were also in demand due to the unseasonally cold Spring. Custom fitting has returned with a bang with a full diary of studio appointments. Conversion levels have been high and we’re expecting that to continue long into the summer. With so much demand, it’s inevitable that we’ll see extended lead times on order fulfilment, and this is particularly the case with hardwear. Our suppliers send weekly updates on their stock and custom lead times, so the key for us is to provide accurate information to customers when accepting orders and manage expectations accordingly. We’ve reduced our apparel pre-ordering by around 20% due to remaining stock levels from 2020. Accessory pre-books, including balls, were kept much the same as we found greater demand in these categories throughout last season and expect the same in 2021. As a retailer, the key lessons I’ve learned over the last 12 months is that you need to evolve. Consumers have changed their buying habits and we’ve needed to react to prevent any lost sales. Marketing our services is also a key factor in promoting ourselves over the online retailers and for us has proven vital. If you have both an online offering, as well as an instore facility, including the ability to custom fit, you should be in a strong retail position.”

how PGA retail partners have had to become much more structured about their ordering plans in the current climate. He said: “The majority of our partners are doing more stock planning and looking further ahead to ensure they have stock supply in these new market conditions. More forward planning is not only good for pros, but is also good for suppliers, as it means we can work together to help one another overcome the availability challenges we currently face.” He added: “For our part, as suppliers, the key to managing stock and supply issues is all about communication. Good, bad or ugly – news needs to be shared quickly, accurately and honestly. Demand is huge, nothing like I’ve ever seen before. There are a lot of challenges with regards to supplying products into our partners, but everyone at FJ is working harder and longer to get product to PGA Pros as quickly as we possibly can.”

FJ field sales manager Glyn Evans

Despite the short-term stock issues, Evans is confident that on-course golf retail businesses will bounce back in the months and years ahead. “Honestly, despite the limitations of no brick and mortar retailing for most of Q1 we’re very positive in our outlook for retail within the green grass channel. “There’s more demand for golf, there’s more golfers and these golfers are making commitments to continue to play the game, through membership, tuition and custom fitting. We have more avid golfers now than we have previously and that presents exciting new opportunities for retailers and suppliers.”

June 2021

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Gary Stubbington - PGA Professional Hockley Golf Club

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

I N T E R NAT I O NA L : S AU D I A R A B I A

SHIFTING

SANDS With ambitious plans to build more golf courses, host more professional tournaments, teach the local population to play and develop a golfing infrastructure, there are plenty of opportunities in Saudi Arabia for PGA Members – whether they be pros, coaches, managers or administrators – to make a significant contribution to the Kingdom’s golfing future

f having the opportunity to build something virtually from the ground up sounds like an exciting concept to you, and you don’t mind getting sand between your toes – figuratively and literally – then your future golfing career may lie in the Kingdom of Saudi Arabia. Under the driving force of Crown Prince Mohammed bin Salman, the Kingdom’s di facto ruler, and the golfing administrative arm, Golf Saudi, which was set up in 2018, the Kingdom has set out a bold and ambitious plan to not only teach its population to play the game, but also to develop an entire golfing infrastructure of courses and resorts capable of hosting international visitors and staging world-class tournaments. While the long-term plan is to train up Saudi citizens to manage these courses, become coaches and develop the golfing stars of the future, the short-to-medium term requires ready-made experts in their respective fields that can help these projects get off the ground and to build the foundations for the game to flourish in the years ahead. The challenge, however, remains a big one, given the culture and the climate, but so too are the ambitions. Laid out in a 10-year plan for the entire country entitled ‘Vision 2030’, Golf Saudi has a target of having 13 public-access golf courses open for play in the next nine years, up from just five today. Thinking big means bringing in established golf course designers – with Jack Nicklaus and Greg Norman currently involved with projects at Qiddiya and Diriyah respectively – as well as employing the very best people to work in and manage these new venues. With all this activity comes a wealth of opportunities for PGA Members to have the chance to get in at the ground level to help Golf Saudi achieve its ambitious targets, so we’ve gathered a group who are currently working in the Kingdom to find out about the role they are playing in the birth of a golfing nation.

June 2021

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I N T E R NAT I O NA L : S AU D I A R A B I A

Steven Troup

Elliott Gray,

Director of Instruction & Education, Golf Saudi

Director of Operations, Golf Saudi

I joined Golf Saudi in January last year, having left my previous role in the Sultanate of Oman, where I was a PGA Professional at Al Mouj Golf and National Team Manager for the Oman Golf Committee. My role is centred around the creation of our instruction and golf education initiatives from grass roots to elite level development opportunities, as well as the management of the golf academies at our various properties. Included in this has been the inception of programmes that look to attract and engage the entire Saudi Arabia population. These have commenced throughout the country as part of our mass participation strategy from our schools’ programme, with the backing of the Ministry of Education, is now part of the national physical education curriculum, as well as the Ladies First Club initiative, which will provide free access to instruction, equipment and course access via a comprehensive development programme and digital support material for female Saudi nationals. The scope of my role has extended slightly over the past six months. Sustainability is one of the companies six pillars and creating a sustainable golf industry extends beyond the ecological and environmental elements and also involves socioeconomic development. To create a truly sustainable golfing landscape for the future of the game in the Kingdom, it is imperative that opportunities for Saudi nationals to work in this growing industry are formed. As with anything, education is at the heart of that and alongside the human resources department at Golf Saudi and our external education partners, we are working on developing educational material and training to equip Saudis with the knowledge and skills to fill jobs and create career pathways for the long-term future. This education programme will encompass various career routes such as club management roles, coaches, PGA Professionals and agronomy. My role changes very much day to day and is never repetitive, which is great. Golf Saudi currently has a huge number of projects on the go, all of which are focused on positioning golf as a diverse, accessible, open and fun sport to partake in, are being realised day to day and it is great to see things go from an idea to delivery to being enjoyed by the population on a daily basis. Being part of the growth of a brand-new golf industry does not come around often. The way the industry is being created, the projects involved, and the way the game has an impact on creating positive change as part of the Kingdom’s Vision 2030 strategy is an extremely exciting prospect filled with enormous opportunities for those looking for further personal and career development. I certainly never imagined that I would be exposed to the projects that I have recently worked on when I left the Kings Links Golf Centre in Aberdeen for a PGA Teaching Professionals role at Doha Golf Club back in 2007. It was a step out of my comfort zone, but one I am very happy that I took.

I joined Golf Saudi at the end of 2019, after leaving a role as group general manager at Dubai Hills in the UAE. In my current role I report to Ed Edwards, Golf Saudi’s chief operations officer. I worked under Ed when we he was general manager of Arabian Ranches, before he moved on to The Montgomerie Dubai. We have both lived and worked in the Middle East for many years, and he offered me the opportunity to join him in developing golf in the Kingdom. His Excellency Yasir Al-Rumayyan, the chairman of Golf Saudi, and our CEO, Majed Al-Sorour, are both committed to delivering on Golf Saudi’s decade-long plans as part of our Vision 2030 objectives. These include facilitating uptake and participation in the game through the delivery of world-class facilities, operational excellence, and implementation of best practices while harnessing wider commercial opportunities within golf. I cover operations and development of the game, and my day can vary dramatically from planning the operational side and budget of a potential new golf facility to a golf studio café in a shopping mall. In the past year alone, against the backdrop of a global pandemic, we have hosted three international tournaments, including the Saudi Ladies International, the Saudi Ladies Team International and the Saudi International. The Saudi Ladies International made history in being the first professional women’s golf event to take place in Saudi. Despite difficult conditions, we have also successfully managed to roll out a series of mass participation initiatives as part of our local engagement objectives to ensure one million-plus Saudi nationals have tried golf for the first time by the end of the current decade. The most renowned of these is our Ladies First Club, which is providing 1,000 women with their first golf club membership and a pathway to enter the game. The operations team I lead have recently been overseeing the redevelopment of Dirab Golf & Country Club in Riyadh. The course, which re-opened in May, has seen a series of improvements carried out, including associate training programmes, facility enhancement, guest management, landscaping, agronomy and general course renovations. Golf Saudi has also announced some exciting new partnerships with famous names. Early 2021 saw the news that Jack Nicklaus would work with Golf Saudi to design a championship golf course for Qiddiya. The course, located 40 minutes from Riyadh, is under design and is awaiting construction. Nine-time major champion Gary Player has also joined Golf Saudi as an ambassador to date, and we have been in talks with him about how to develop the game in the Kingdom. Golf Saudi has continued to make significant investments in staffing, and we have recently hired five new PGA golf professionals who will be supporting us with our mass participation initiatives. It’s certainly an exciting time to be working in golf in the Kingdom, and I am delighted that we’ve been able to find more roles for PGA-qualified people.

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I N T E R NAT I O NA L : S AU D I A R A B I A

Brian Gibson

Ben Stimson

Golf Operations Manager, Dirab Golf & Country Club

Director of Golf, Royal Greens Golf & Country Club

I joined Golf Saudi’s operations team in March last year and my initial remit was working as part of the Mass Participation team and helping to develop the schools programme and the Saudi national team. I have since been promoted to Golf Operations Manager at Dirab Golf & Country Club, which re-opened last month following a major renovation. My remit is to ensure that the course is presented to the highest standards and our service levels match. I have a huge focus on growing the game within the local area. This is done via outreach days and inviting groups to the club to enjoy the facilities. I am also responsible for training local talent, sharing my experience and knowledge, and guiding them to eventually take up management positions at club level . I am currently mentoring a female Saudi national and have placed her as the assistant golf shop manager with a view to developing her into the manager over the coming months and eventually into my position. With golf being a fairly new sport in the Kingdom many of our team members are not familiar with the game. It has been an excellent opportunity to educate them on not only good golf management practices, but also place a club in their hand and watch them enjoy the game. The language barrier can also be an issue away from work at times, but I have started to learn Arabic and I am enjoying interacting with the locals. I didn’t really know what to expect when I moved out here, but I have found every local and colleague I interact with to be extremely friendly. Riyadh, where I live, has everything you need, the large shopping malls are a match for anything found in neighbouring countries and the range of food on offer is incredible. I would thoroughly recommend any PGA Member to grab the opportunity to come and work out here. Saudi Arabia is an emerging market and will soon become a major player in the golfing world. I believe this is just the start of the boom.

I started at Royal Greens in June 2019, having moved from a similar role at Al Zorah Golf Club in the UAE. My role essentially revolves around growing the game and the long-term success of the club will depend on the ability to effectively reach out to non-golfers. Beginner programmes, junior clinics and open events where non-golfers can try the game is a big focus. We also host 10,000 rounds a year to our local and domestic market, and we worked hard to ensure that the Troon Golf experience is delivered to each of our members and guests. I spend the majority of my time with the team, many of whom are Saudi nationals, helping them to achieve work and personal objectives. When we hosted the Saudi International earlier this year, I offered the starter’s role to Leena, a Saudi female who never knew what golf was six months ago. She was exceptional in delivering each starter speech perfectly and was inspired so much that she now has a five-year career development plan to build a golf career. For me, this is the most rewarding part of my role. During weekends, which is our busiest period, I will spend time with our members and guests in the golf shop and on the first tee. I also work closely with our course manager to identify course enhancements opportunities, which is usually done over a casual 9-hole game. The most challenging part of the role is the quiet periods during the week. During the summer, there are days when the club hosts no rounds of golf. It can be difficult to remain upbeat when there is very little activity, so I use this time to build relationships with the team, working on their individual growth plans and keeping my own skills up to date. The life skills learnt from working internationally are unrivalled. You will improve your patience, diplomacy and accountability. Over the next five to ten years, golf in Saudi will continue to grow at a fast pace, and there are some exciting opportunities for PGA Members willing to step out of their comfort zone.

Stuart Hurstfield PGA Coach, Rolling Hills Golf Course, Damman I joined Rolling Hills in 2013 after responding to an advert in the PGA magazine. I was recruited by Phil Jones and I have a lot to thank him for in giving me the opportunity for what was a new role at the time. My remit has remained much the same since I started, with my days spent coaching members, including beginners and juniors. The club has over 500 members drawn from 80 nationalities, so there is a huge cross-section of cultures, languages and golf swings. We’re trying very hard to introduce Saudi nationals to the game and have enjoyed significant

success in doing this. During the hotter months, when the temperature can hit 50°c, I usually coach in the early mornings and evenings, and often play with members during the day. Our course and range are both floodlit as it gets dark at 6pm in the summer. I love working in Saudi and the financial rewards are excellent. The climate makes for a great outdoor social life, and on my days off I can usually be found running, playing tennis, golfing, fishing, camping. I’d advise anyone to come out here and give it a go.

June 2021

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F E AT U R E

SUSTAINABLE

TEES. SUSTAINABLE SEAS. Our strong, durable bamboo tees are made to ensure a little less plastic makes it into the oceans

he latest PGA Partner, sustainable golf brand OCEANTEE, is one of the fastest moving businesses in the golf industry. In 2020 they partnered The PGA EuroPro Tour, sponsored European Tour events in Cyprus, supported the launch of the Legends Tour and became a supplier of the Ladies European Tour. They will now be adding supplier to The PGA National Pro-Am Championship and headline sponsor of the WPGA Series to those accolades. The story behind OCEANTEE is as compelling as its products. The company was founded by former marine biologist and passionate golfer, Ed Sandison. Having seen first-hand the impact humans are having on the environment, he wanted to create a brand that would get people talking about sustainability. And, with the launch of the OCEANTEE bamboo tee range, he did just that. Why bamboo tees? Ed explains: “They may be small in size but plastic tees are made from non-recyclable, single use plastic. The damage they cause is more significant than people realise. If left on the course they are picked up by birds, break greenkeeping machinery

June 2021

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F E AT U R E

OCEANTEE founder Ed Sandison and defending WPGA Series champion Keely Chiericato at Little Aston

Jessica Smart

and enter our waterways ending up in the ocean and washed up on beaches. Bamboo is a great alternative because it replenishes quickly, needs little water to grow but, most importantly, it is flexible, strong and durable making it ideal for tees.” The combination of performance and sustainability is the key to every product OCEANTEE makes, winning its tees and clothing numerous awards, and encouraging many organisations and golfers to make sustainable switches. Early adopters of the OCEANTEE brand came from far and wide, but one of the first golf clubs to retail OCEANTEE tees was Prince’s in Kent. Prince’s has been actively embracing sustainability across their business as Rob McGuirk, the club’s general manager, explains: “At Prince’s we’re committed to running the club in a sustainable fashion, and the restoration of natural animal and plant habitats formed a major part of our recent renovations. We love the ethos behind OCEANTEE, and their products have been well received by our members. There’s absolutely no compromise on quality.” The OCEANTEE team attended

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the first event at Little Aston Golf Club where Jessica Smart delivered a performance that was commensurate with the lofty standards the new sponsors maintain in their quest for sustainability in golf. And in keeping with Ed Sandison’s mission statement to disrupt the golf industry in pursuit of that sustainability, Smart ruffled some experienced feathers in winning the tournament at Little Aston. The 29-year-old overcame windy and damp conditions plus some accomplished campaigners including Alison Nicholas, the 1997 US Women’s Open winner, and Keely Chiericato, the defending WPGA Series champion Keely Chiericato. Smart posted a two-under-par round of 72 and her success in coping with the conditions could be attributed to the fact she plies her trade at Saunton, a club on the north Devon coast where ball-tampering gusts of wind are commonplace, and a gentle breeze can be construed as a bonus. Pre-tournament practice did not factor in her triumph, however. “I haven’t been playing much at all,” she said, “just a few social games at the

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golf club. So, it was nice to get out with a card in my hand. I really enjoyed today. “I plotted my way round the course really well. I was sensible off the tee and made some good putts. It was a nice round and I enjoyed it.” Smart was similarly enthusiastic about OCEANTEE coming on board as sponsors and the remodelled series which features a doubling of prize money. “It’s great to have sponsors behind the series and play for some good prize money,” she added. “It’s very exciting. I’m going to try and play in as many of the events as I can.” OCEANTEE and its retailer partners are proving that all it takes is a small change to make a big difference. As such, OCEANTEE has put together an exclusive introductory bamboo tee pro-shop offer for PGA Members. Choose three shelf-ready packaging units containing 20 matchboxes each of its Castle or Standard bamboo tees and get one unit (containing 20 boxes of mixed tees) for free. Check out the PGA Member Benefits site for more info or contact Rob Emerson directly on rob.emerson@ilbrands.co.uk to take advantage of this great offer.

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BARN STORMER

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NEW BALLS, PLEASE!

Your guide to this year’s models + top sales tips

TRADE FootJoy Flex XP Camo

Bushnell Phantom 2 GPS The Phantom 2 GPS boasts numerous upgrades from its predecessor, including GreenView distances with movable pin placements for even more accurate distances to the flag and Dynamic Green Mapping, which provides front/centre/ back distance measurements no matter which direction the golfer approaches the green. It is also slightly larger than the earlier model, with the text being 40% bigger for easier reading in all light conditions. Preloaded with more than 38,000 courses – along with up to six hazard/layup distances per hole, it has a built-in magnet which enables it to be attached to anything metal. The unit integrates with Bushnell’s Golf Mobile App, which provides course updates and additional course information. Offered in a choice of black, neon orange, bright royal blue and grey camo, it has an RRP of £139.

FootJoy has added to its popular Flex XP range of spikeless golf shoes with the launch of the Flex XP Camo. The new shoe introduces a new grey camo option in the men’s range and a new blue camo option in the women’s spikeless range. Since launching the Flex franchise back in 2019, it has become one of the most popular styles in the FootJoy range. The Versa-Trax outsole of the Flex XP has helped make this the leader in FootJoy’s spikeless category as it provides solid traction on course while being stylish and comfortable to wear off the course too. The breathable mesh upper offers superb support throughout the swing, but still provides waterproof protection so they can be worn all year round. The men’s Flex XP will be available from FootJoy stockists, while the women’s model be available directly from FootJoy. RRP £109

LAUNCHPAD Your guide to the latest launches from golf’s best-selling brands Honma Beres Wedge

Cobra King Vintage Putters

Honma’s new Beres wedge comes in five lofts and two grind options for golfers seeking a wedge that performs in varying turf conditions and angles of attack into the ball. Made from premium mild soft steel, the sole incorporates Nickel-Chrome plating to ensure the clubhead seamlessly slides through the turf and sand for optimal speed at impact, while the face features Black Nickel plating for maximum surface roughness for increased spin control. The sole grind in the 50° and 52° lofts features a thin trailing edge which slides under the ball easily on full shots to deliver consistent distance, while C-Sole grind in the 56°, 58° and 60° lofts deliver aggressive heel and toe trailing edge relief with a flat bounce surface for shotmaking versatility. They are fitted with True Temper Dynamic Gold 95 VSS PRO steel shaft comes as standard and have an RRP of £249. Each model can be upgraded at extra cost to feature gold and platinum embellishments in the clubheads, ferrules and grips.

With names inspired by classic cars, Cobra’s new King putter range includes six models in four head shapes – two blades (Sport-45, Sport60), a mallet (Torino), a fang (Nova & Nova-40) and an oversize mallet (Stingray & Stingray-40). The putters feature a steel chassis, simple sightlines, and a black and yellow colour scheme, while the faces boast an aluminium insert which was designed with help SIK Golf, whose patented Descending Loft Technology features four descending lofts on the face - 4°, 3°, 2° or 1° – to produce the most consistent roll trajectory for different putting strokes and angles of attack. Each model is fitted with sole weight ports that can be adjusted between 10g, 15g, 20g and 25g to fine tune preferred head weights, while the lightweight polyurethane Lamkin Sinkfit CONNECT grip features an embedded sensor which can be paired to the Arccos Caddie app. All models have an RRP of £199, except for the Nova, which is £249.

June 2021

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TRADE Mizuno Nextlite

Wilson Golf Bags

Following the success at retail of last season’s running-inspired Wave Cadence shoe, Mizuno has pushed the green light on the next stage of its footwear development with the launch of five new or updated models for 2021. Offering the comfort of soft-touch leather and the support of an EVA midsole running shoe, the fully waterproof Nexlite Pro (£139) boasts streamlined looks with centrally placed BOA closure. It also features IG5 spikes for enhanced traction. The Nexlite GS Spiked (£120) delivers stability in all conditions, with an EVA midsole and soft-touch fully waterproof Kuraray upper securely fitted with Mizuno’s BOA system. The Nexlite GS Spikeless (£100) boasts the same features of the spiked model but features a hardwearing X10 rubber sole to deliver a secure grip in all but the wettest conditions. The Nexlite 008 (£110) boasts a breathable mesh upper, hightraction sole, a BOA closure and a durable silicone toe wrap. Fully waterproof, it is offered in navy, grey, black colour options for men and grey or sky blue for women. Offered in white or navy, the G-Style (£85) offers a less formal look, and is both comfortable and stable, with soft-touch Kuraray upper and a high traction sole.

Wilson’s new range of carry and cart bags features seven different models offered in 32 different colour combinations. The super-lightweight Eco Carry (£109) is made from materials recycled from 50 plastic water bottles and features a five-way padded top and two full-length dividers. It comes in Alpine, Deep Ocean Blue and Cloud Silver. The Dry Tech II carry bag (£185), which also sits neatly on a trolley, features heat-sealed seams and waterproof zippers to keep gear dry. Boasting a six-way top, three full-length dividers, and sick pockets it weighs just 2kg. The Dry Tech II cart bag (£220) incorporates a 14-way top and extra garment storage options. Both versions are available in Black/Bio Green, Black/White and Red/White. The Exo II carry bag (£160) features five-way dividers, seven pockets and a foam padded strap, while a redesigned stand mechanism deploys the legs further out for increased stability. Available in seven colours. The EXO II cart bag (£160) offers 14 full-length dividers and nine pockets, including options for the phone, clothing, accessories, drinks and balls. An enlarged putter section accommodates oversized grips, while a trolley anchor base with a pass-through strap construction enables the bag to combine with any trolley. The versatile Feather bag (£90), which weighs just 1.7kg, comes with six pockets, a five-way top with two full-length dividers and is available in Red/White, Navy/Red/White and Black/Grey. At 1.4kg, the Quiver Style (£80) is the lightest bag in the range and features a three-way top with full-length dividers, four pockets. The iLock cart bag (£145) secures each club in its own section for added protection including nine iron holders, four protected dividers and an oversized putter section. Fully seam-sealed, it has seven spacious pockets and comes in waterproof option for £185. Rounding out the range is the Pro Tour cart bag (£399), which features a six-way top with mesh wrap shaft protection, eight large storage pockets, foam padded straps; two water bottle holders; two umbrella sleeves; YKK zippers and a rain hood.

Under Armour Spieth 5 SL The fifth generation of Under Armour’s Spieth signature shoe, the Spieth 5 SL, claims to offer the comfort and feel of a spikeless model combined with all the traction and power of a spiked shoe. The latest model adds what Under Armour is calling the ‘fourth dimension of traction’ – Interior Traction. This is achieved through the introduction of a new 3D-moulded footbed that features an additional wrap over the medial side and top of the foot. This wrap is said to eliminate the gap between your foot and the shoe from the inside to create a fit that is tailored to the golfer’s specific foot shape, reducing undesirable movement. The new spikeless outsole design uses a durable and lightweight TPU with injected rubber spikes for enhanced traction. The outsole also features flex channels that increases the transfer of power from the ground into the swing. A new flex point in the toe area allows the forefoot to remain grounded longer into the swing and improve balance and stability Boasting UA’s HOVR cushioning platform for enhanced walking comfort and energy return, the Spieth 5 SL has an RRP of £170.

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TRADE NEWS

SIK seeks UK retail partners

PGA Merchandise Show set for shake up in 2022 The 69th PGA Merchandise Show is set to unveil a series of new initiatives when it returns in 2022, with PGA Golf Exhibitions, in partnership with the PGA of America, announcing several key changes to next year’s event in Orlando, which is scheduled for January 25-28. Following the hosting of a virtual show in 2021, due to the pandemic, the organisers say that the 2022 renewal will feature ‘enhanced in-person business interactions, experiential product education and comprehensive golf merchandise sourcing’. Chief among the changes will see the PGA of America launch of a series of regional events throughout the US that will be exclusively for PGA Professionals and invited buyers. These will feature a new format of scheduled buying appointments with curated exhibitors and opportunities for education, networking and meetings. This will begin with the PGA Show Buying & Education Summit in Las Vegas from August 9-10, a slot formerly occupied by the PGA Fashion & Demo Experience. A new digital platform, PGA Show Connects, will become an online extension of the PGA Show, offering a series of digital events throughout the year, starting in June and leading up to the 2022 PGA Show. Available at www. pgashow.com, it will feature education topics and an ongoing exhibitor marketplace focused on promoting products and facilitating transactions. Marc Simon, Vice President of PGA Golf Exhibitions, said: “We are energised to deliver these new PGA Show assets to connect the golf industry year-round and reimagine the annual PGA Show to deliver even more opportunities for face-to-face connections, buying opportunities and product experiences that will build the businesses of exhibitors and attendees alike. The feedback from our event stakeholders has been enthusiastic and we anticipate a vibrant setting where the golf industry reunites, celebrates recent successes and works together for the continued growth of golf.” Event details and registration information is available at www.pgashow.com.

US premium putter brand SIK Golf is to begin selling its products in Europe after signing a distribution deal with Yumax Golf. Featuring patented Descending Loft Technology, SIK putters enjoy something of a cult following on tour, with US Open champion Bryson DeChambeau currently using the company’s Pro C-Series Armlock model, while Brendon Todd and Lanto Griffin both won PGA Tour events in 2020 using SIK models. Roger Wolfe, CEO of Yumax Golf, said: “We are excited to bring SIK Golf putters into EMEA markets. Using Descending Loft Technology, Bryson DeChambeau has proven beyond any doubt the effect that this technology can have on your putting and we can now bring that technology to golfers in the UK, using a detailed fitting system to dial in the best putter for your game.” Richard Temple has joined Yumax Golf as brand manager after 20 years with Titleist, where he was involved in the Scotty Cameron putter brand. In his new role, he will focus on establishing SIK Golf with key retailers and fitting partners across EMEA markets. “The combination of the ability to fit and educate golfers into the right product benefitting from the technology in the SIK Golf range of products will make a clear difference to their game and I am delighted to join the YUMAX team in establishing the brand outside of the US,” said Temple. SIK Golf putters will be available to select retailers and custom fit specialists this summer. For more details, email richardtemple@yumaxgolf.com or visit www.sikgolfglobal.com.

Titleist rolls out golf bag promotion to boost ball sales Titleist has launched its popular Limited Edition Golf Bag promotion as an incentive for golfers who buy at least one dozen of its golf balls before June 20. Golfers who buy at least 12 balls from the range - Pro V1, Pro V1x, AVX, Tour Speed, Tour Soft, Velocity or TruFeel – will be entered into a local draw to win a US-inspired tour bag. The promotion comes with new point of sale and digital marketing materials, enabling retailers to advertise the offer in store, on their social media channels and via database communications. Jan Diprose, Titleist Golf Ball Category Manager, said: “The limited-edition golf bag promotion is always well received by both consumers and our retail partners. It provides a great incentive for golfers to purchase any one of our golf balls, while providing the retailer with a way to create engagement and drive sell through in a key period in the season.”

June 2021

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TRUST THE FORWARD THINKING GROUP partnership

The best business decision you will ever 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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TRADE NEWS

Worldwide Golf Brands switches up sales team Worldwide Golf Brands has announced several changes to its sales team following the incorporation of European push trolley and golf bag brand Big Max and rangefinder brand Zoom into its portfolio. Steve Grant will move into the position of sales manager across all territories, while Big Max and Zoom sales agent Damien Vaughan will on take on responsibilities for Stuburt and MacGregor across whole of the island of Ireland. The staff changes coincide with WGB’s upcoming move to new 1200,000 square feet purpose-built premises just outside Manchester. Graeme Stevens, managing director of WGB, said: “It’s a really exciting time for us. We have a fantastic portfolio brands and we have the right people to help us grow. We’re investing in the infrastructure of the business and we are looking to expand into new markets, while still focusing our core business in the UK and Ireland.” For all Big Max and Zoom sales enquiries, email damien@ inspiredsports.ie.

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

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

PING to supply apparel for European Solheim Cup team PING is to supply the European Solheim Cup team with apparel for both the 2021 matches at Inverness Club in Ohio and the 2023 matches at Finca Cortesin in Spain. This year’s staging will be the first time in Solheim Cup history that Team Europe has worn PING Apparel, as they look to defend the ctrophy that they won at Gleneagles in 2019. PING has a historic association with the biennial contest, playing an integral role in the event’s conception and first staging in 1990, with the contest named after Karsten and Louise Solheim, the founders of PING. Catriona Matthew, the 2021 Team Europe captain, already enjoys a successful partnership with PING and has recently collaborated in designing bespoke outfits for this year’s tournament days. Inspiration has been drawn from flowers native to Ohio, as well as putting a modern twist on recognisable European themes. A unique colour palette has also been created for the event, which will include 2021 seasonal shades, as well as the traditional Team Europe colours of blue, white and gold. Matthew said: “I have been playing PING clubs for five years and I will be wearing their apparel this season, so when I was looking at team uniforms, I could not think of a better brand to help us look good, feel great and perform to our very best. PING are fantastic supporters of the women’s game and the Solheim Cup and I have thoroughly enjoyed working together with them on the new designs.” Ping Europe Managing Director Lisa Lovatt said: “We are delighted to join forces with Team Europe as the Official Apparel Supplier and this partnership exemplifies our unwavering commitment to supporting the women’s game. Style and technology go hand-in-hand in PING Apparel, which is designed and engineered to inspire golfers to both look and play their best, providing the comfort and protection to play through the seasons. We are looking forward to seeing the designs being brought to life when Team Europe tee it up later this year and wish them the best of luck in their quest to retain the Solheim Cup.”

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TRADE NEWS Total Range proves a hit at Norwich Family Golf Centre

DON’T JUST TAKE OUR WORD FOR IT, ASK OUR TGI GOLF PARTNERS...

something for everyone. The software even allows golfers to have their own FSX Live account, that means all the shots they record during a session on the range will be stored within their online account and can be viewed at any time – so customers can truly see how their game is progressing.”

KBS helps Mickelson make Major history

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TGI Golf is one big family that provides me and my business with opportunities and support including events such as the Business Conference, Enewsletter, 0% Finance and my own retail consultant is always on hand. Ian Mowbray Liphook Golf Club

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Joining TGI Golf was the best thing I have ever done for my business. The team at HQ is a fantastic resource and have a wealth of knowledge that can be tapped into. I see them as an integral part of my team.

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Darren Arber Halifax West End Golf Club

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Having been with the group from the early ‘80s I have benefitted in so many ways from being a TGI Golf Partner. A family of likeminded Professionals who wrap their arms around my business and encourage my team to develop our business year on year.

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Phil Mickelson’s historic PGA Championship win at Kiawah Island last month was a team effort in every sense, with shaft company KBS being one several companies celebrating the 50-year-old’s record-breaking success. Mickelson has used KBS’s Tour-V iron and wedge shaft for a long time, and his 125S+ iron shafts, which are designed specifically for him, helped the veteran lefthander to lead the field in strokes gained: tee to green for the first time in seven years, enabling him to hit precise iron shots to the course’s hard-to-reach flags. The KBS Tour-V shaft is a lighter version of the original KBS Tour shaft with larger outer diameters, resulting in a more stable tip section for tighter shot dispersion and less spin. Along with the irons, the winner’s bag also featured KBS Tour V 125 S+ shafts in his wedges that played a big part in the 22 birdies notched up over the four rounds, none more so than the most memorable moment on Sunday on the par-3 5th, when he holed out from a waste bunker. “We’re delighted to add another major championship to the KBS brand, but also help this player create history,” said Kim Braly, Master Shaft Engineer and Director of R&D for KBS Golf Shafts. “I’ve been working with ‘Lefty’ for many years and he’s a player that knows exactly what he wants in a golf shaft to help him create his magic on the course and we congratulate him on his victory.” The KBS TOUR-V wedge shaft is designed exclusively for wedges to produce shots with a lower-mid trajectory and mid ball spin. The shaft creates a piercing ball flight with tight shot dispersion. Played by more than 300 Tour players worldwide, KBS partners with every club manufacturer in the game and offers 30 different shafts through the golf bag, including 18 iron options, four wedge shafts and two putter shafts, including the brand new 1 One Step.

Kevan Whitson Royal County Down Golf Club

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Norwich Family Golf Centre has partnered with Foresight Sports to become the first driving range in the UK to install Total Range. The cutting-edge performance and entertainment technology is suitable for players of every age and skill level and is designed to provide the ultimate driving range experience to the widest possible audience. Total Range is built around Foresight Sports’ GCQuad launch monitor, and all eight of the bays at Norwich will be utilising the company’s ultra-high-speed camera technology, as well as a large touchscreen console that allows players to see real-time performance feedback and access a library of courses, games and skill-building challenges. Jamie Goose, Director of Norwich Family Golf Centre, said: “Total Range certainly has

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P R O D U CT FO C U S : B A L L S

NEW

BALLS PLEASE!

With golfers rushing back to the fairways, it will pay to stock up on a wide range of the latest golf balls that cover all the key price points and performance demands

hile there are plenty of key data indicators that show that a golf boom is currently in full swing – including the dramatic rise in the number of rounds played and the return of club membership waiting lists – there are few stats that give a clearer indication that golf is properly back in business than golf ball sales. Last year saw total retail sales for balls jump by over 5% compared to 2019, despite courses being closed for almost four months, while the figures look sure to be replicated in 2021, with sales of balls in April alone recording double figure increases over 2019. With new golfers having to start their golf ball collections from zero, and many existing players having depleted their supplies during the various post-lockdown frenzies that have gripped the nation, it certainly paid for retailers to have their shelves groaning with the latest balls when their pro shops were able to re-open on March 29. Golf ball buying habits are notoriously hard to nail down across the golfing community, with some players driven by a lifetime’s allegiance to a specific brand, while others will buy whatever happens to be on discount when they walk into the shop. Many high handicappers will splash out on a premium five-piece ball whose distance and spin properties will not be achieved through their 80mph swing speed, while many decent golfers are happy to play with a hotchpotch of brands which is unlikely to help them achieve consistent results from tee to green. While the main ball brands do a very good job of highlighting the key performance benefits of their products and who they are aimed at, as retailers there is still a vital role to play in guiding your customers in their choice of ball. Of course, it’s hard to discourage a total beginner from splurging £50-plus on a dozen tour-level balls that you know they might not be able to get a proper tune out of, but there are good margins to be earned by selling mid- and lower-priced balls that are specifically designed for players seeking extreme distance rather than buckets of greenside spin. And there is certainly nothing to be lost by asking a customer what they’re looking for in a ball while they’re browsing through your stocks or even having a custom fitting. They may not keep that ball in their possession for long, but at least they’ll have the right product for the job before it gets lost in the long grass for the next person to pick up!

YOUR GUIDE TO THIS SEASON’S NEW BALLS CALLAWAY CHROME SOFT/SOFT X/ SOFT X LS

Callaway has redesigned its premium tour balls to offer more speed and distance, while maintaining tour-level feel and spin. The new Chrome Soft features a 34% larger inner core and a thinner, grapheneinfused outer core, which promotes fast ball speed and increased wedge spin, while a 10% thinner urethane cover

June 2021

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P R O D U CT FO C U S : B A L L S promotes less spin on full shots to increase distance while maintaining soft feel and greenside spin. A new dimple pattern reduces drag for higher launch, higher flight and long distance. The re-worked Chrome Soft X boasts a larger core for increased ball speed, while the cover is 15% thinner to lower spin on full shots, while a firmer outer mantle layer increases greenside spin on half shots. The all-new Chrome Soft X LS is designed to combine maximum low-spin distance off the tee with Tour-level short game control. It boasts a four-piece, single core construction, with the core design being significantly larger to create more distance through the bag, while a thin urethane cover delivers high spin, low launch and more feel with higher lofted clubs. All three models are offered in white, yellow, Triple Track and Truvis designs. RRP £39.99 for 12

the cover, which not only increases driver distances on the three-piece Z-Star, but also feel and spin, while the four-piece Z-Star XV benefits from increased spin on short game shots, without losing driver distance. Both balls feature a new two-layer core that delivers higher launch angles and lower driver spin due to a harder outer layer and a softer inner layer. RRP £44.99 for 12

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TITLEIST PRO V1/ PROV1X

TAYLORMADE TP5/ TP5X/TP5X PIX

SRIXON Z STAR/Z STAR XV

The latest versions of the Z-Star and Z-Star XV feature a new macromolecule material called SeRM, which maximises both distance and spin at a high level. Developed at the University of Tokyo in Japan, SeRM stands for Slide-Ring Material, a macromolecule whose structure allows the molecules to move under stress rather than simply breaking. In layman’s terms, this helps both Z-Star balls to retain their shape over time, be more resistant to scuffing, and better at absorbing vibration. The SeRM has been blended into the coating of

Fowler prefers to draw a line on his ball to help him line up putts. The previous generation of Pix made that virtually impossible, so, inspired by Fowler’s insights, TaylorMade realigned the brand logo with a TP5/TP5x stamp to form a natural pathway through the centre of the ball. This not only helps with alignment, but also provides feedback on the quality of the roll. RRP £49.99 for 12

The new TP5 range features a unique dual-radius dimple that reduces drag to promote longer carry distance. As a consequence of the redesigned dimples, the new TP5x has a slightly softer cast urethane cover than the previous version which better grips the grooves for increased spin around the greens with lower launch, while remaining the fastest Tour ball in the TaylorMade line up. The TP5 now has a larger, more reactive core that delivers more ball speed, while retaining the same feel and spin properties of the 2019 version. Boasting the same inner workings as the TP5x, the new TP5x Pix features a visual alignment aid that was developed in collaboration with Rickie Fowler. Like many golfers,

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The latest generation of golf’s best-selling ball brand have been reformulated to deliver longer distance, more greenside spin and softer feel. Performance gains have been achieved with a new softer compression core, a more flexible casing layer, a softer formulation for the urethane cover, and a more aerodynamic dimple layout which is specific to each model and maximises distance and flight consistency. As with previous iterations, the Pro V1 flies lower than the Pro V1x, with a more penetrating ball flight, and offers a slightly softer feel. They are offered in white and optic yellow. RRP £50 for 12

TITLEIST TOUR SPEED The Tour Speed’s unique design delivers a combination of exceptional distance in the long game and precise short

P R O D U CT FO C U S : B A L L S

Business Development Consultants

RETAIL TIPS David Murch, Foremost Golf’s Business Development Consultant, offers 4 simple tips to increase your ball sales 1. Ball Plinths - Ball plinths are a tried and tested way to merchandise your ball offerings. These are designed to be set up in front of the counter – a primary selling space in your store – and provide customers with choice and a sense of convenience due to their ‘self-service’ design.

game scoring control. Key design technologies include a new highspeed core formulation, which is combined with an ionomer casing layer to increase speed and low long game spin; a new thermoplastic urethane cover has been specifically formulated to generate greenside spin for short game scoring control with soft feel; while a new 346 quadrilateral dipyramid dimple design provides penetrating flight for long distance with tight dispersion. £40 for 12

CALLAWAY SUPERSOFT/ SUPERSOFT MAX

SRIXON SOFT FEEL BRITE Available in three colours – red, orange and green – the Soft Feel Brite’s low compression design and soft, thin cover is designed to offer all-around performance, with distance off the tee and increased greenside spin. A speed simple pattern helps it cut through the wind for longer, straighter shots, while Srixon’s softest FastLayer Core is more resilient, snapping back into shape more quickly after impact for added ball speed, while reducing long game sidespin for increased accuracy. RRP £25 for 12

CALLAWAY ERC SOFT 2. Ticketing - When done correctly, ticketing should act like another member of staff, allowing much easier self-service, especially during busy times. It’s essential to include a ‘multi-buy’ ticket type. This will give you the opportunity to sell multiple dozens while reinforcing the desired perception of value. This ticket type is available to Foremost members within the ticketing platform ‘ForeTickIT’. 3. Promote your expertise - Market your expertise and your point of difference over your competition. Why not record some personal golf ball reviews on video and send them out in your e-newsletter? This could provide an opportunity to educate your customers on the different types of balls and the importance of ball fitting. 4. Staff product & sales training - Ensuring all your staff have product knowledge on your ball ranges is essential. Knowledge breeds confidence, which in turn breeds sales. Basic sales training also makes all the difference. Are the correct questions being asked to ensure you deliver value to the customer, but also high levels of service?

company Dow. The multi-material construction promotes high launch and low spin for long distance, along with great feel and durability. It also features Callaway’s Triple Track alignment aid which helps golfers choose the right line for better putting accuracy. RRP £36.99 for 12

The value-oriented Supersoft has a hybrid cover featuring Dow’s PARALOID Impact Modifier that promotes distance, spin, feel and short game control. It is offered in six colours – gloss white and yellow, and matte finishes in green, orange, pink or red. The Supersoft Max features an oversize design that increases stability and ball speed for slower swingers. A tri-blend ionomer cover and low compression core combine to deliver high launch and low spin in the longer clubs and soft feel for short irons. RRP £22.99 for 12

WILSON STAFF MODEL

The updated ERC Soft promises enhanced distance with increased control around the green. To increase distance, Callaway developed a high energy core that combines with a high-speed mantle layer to promote maximum speed. Added feel and control comes from a new hybrid cover made with a PARALOID Impact Modifier by chemical engineering

Wilson’s Staff Model and Staff Model R balls have been designed to deliver maximum distance, a high-level of spin and control. Both boast a four-piece design, with key technologies including a ‘V-COR’ layer which magnifies energy around the core to generate maximum velocity. The four layers produce workability off the tee and the fairway, and predictable stability on approach shots. RRP £44.99 for 12

June 2021

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F E AT U R E Golfers will also benefit from Titleist’s renowned quality control excellence and consistency.

Tell us more about the Urethane Cover and why that is so important?

TOUR SPEED

Q&A JOE SMITH In August 2020, Titleist introduced consumers to Tour Speed, a highperformance thermoplastic urethane-covered golf ball that delivers category-leading speed with precise short game control.

Proven through extensive testing with amateur players, the breakthrough performance of Tour Speed is further enhanced by the superior quality and consistency of Titleist’s precision manufacturing process, making Tour Speed the leading light of the performance category in their comprehensive golf ball line-up, and a fierce contender for market leader within its price range. We wanted to find out more about Tour Speed and thought no better way to do it than by speaking directly to the brand, in the form of Golf Ball Product Specialist, Joe Smith, to understand what makes Tour Speed so important to the line-up, and some standout features of the golf ball that PGA Professionals may not already be aware of.

What is the standout selling point of the Tour Speed golf ball and what improvements have been made versus previous models in its category? In order to design and deliver the leading innovation within this category of golf ball, Titleist have invested significantly into the expansion of their facility in Fairhaven, Massachusetts. Using over 80 years of experience in design and manufacturing excellence, they have been able to go to extraordinary lengths in it’s development – testing

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different core formulations, aerodynamic patterns and thermoplastic urethane (TPU) covers. Titleist were also able to test a prototype in the US market, EXP-01 and gain extensive feedback on product performance from Titleist brand loyalists and competitor product players, allowing them to tweak the design accordingly. Tour Speed will deliver a higher performing product on many levels. Most notably is Tour Speed’s proprietary TPU Cover. A system specially formulated by R&D chemists, delivering on greenside spin for short game scoring control with a soft feel. A new high speed core formulation combined with a fast ionmer casing layer delivers maximum speed and lower long game spin for category leading distance. Tour Speeds’ performance is also enhanced through its unique dimple design, which provides penetrating and consistent flight.

What makes Tour Speed stand out from its competitors? Rigorous testing at our Manchester Lane facility, meant that we knew Tour Speed would provide the golfer with faster ball speeds than any of the competitive set. Golfers purchasing in this category search for distance whilst wanting to maintain an element of short game control.

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The cover is the most important part of the golf ball from 100 yards in. A TPU cover is a softer and more responsive material than Surlyn & Ionomer and this cover will provide more short game control.

Where does Tour Speed fit in Titleist’s golf ball model range? Tour Speed will provide the soft compression Surlyn covered player with an entry level Urethane option for those wanting to step up into a higher performing ball. Tour Speed provides the player with all the low spin long game benefits Tour Soft does, whilst maintaining golfers preferred soft feel and delivering greater short game control than our Tour Soft model.

How can PGA Pro’s maximise performance with consumers through Titleist Golf Ball fittings? The golf ball is the only piece of equipment you use on every shot and there are many ways a golf ball can impact your performance on the course. Therefore choosing the most suitable product is very important, and can only contribute to better scoring and more enjoyment from the game. Providing a ball fitting service would further demonstrate that the PGA Pro is dedicated to improving the golfers’ game, and in turn will allow them to make more informed choices. By educating the consumer on the range of Titleist products, they would become aware of the clear separation of performance characteristics within each model and how they could improve their game – from distance, to low spin off the tee, drop and stop power on the green, controlling spin through the bag and tighter dispersion on shot making. With the Titleist brand having the highest rate of sale in the category, with a greater than average selling price, each sale of a Titleist product will only add incremental value to the till.

P G A M E M B E R S R E TA I L Q & A

BACK IN BUSINESS Ian Ridsdale, Head PGA Professional at Wrag Barn Golf Club in Wiltshire, provides the inside track on his retail operation What were your best-selling products in 2020? The PING G410 Driver and Fairway was phenomenal and the PowaKaddy CT6, which I sold a lot more of than normal, and was definitely asked more questions about it. If I could have got hold of more, I would definitely have sold a lot more. What products are you most excited about stocking for the new season? Without a shadow of a doubt the PING G425 range. It has already sold well. Clothing-wise, the new J. Lindenberg’s new clothing range is fantastic. Many of our new members are under-40 and that seems to be a brand that has a on- and off-course appeal.

How big is your retail space and how many staff work in it? The shop is 10m x 12m and we have the addition of an indoor swing studio at the back of the shop, which is 10x4m. Staff-wise, as well as myself, we have three full-time – one PGA Professional, one assistant starting his PGA training this year and a shop assistant. How has your retail operation fared over the last 12 months? To say it’s been a roller-coaster would be an understatement. When we’ve been open the business has been great, especially on the custom fit and accessories side, gloves and balls have been flying off the shelf. But when we’ve been shut it’s been difficult to keep everything ticking over. It’s all been a question of managing costs and talking to suppliers about payment plans and seeking advice where you can. How have your future ordering plans altered because of the pandemic? It’s made us get a lot smarter with our buying, we’ve been doing more stocktakes and looking a lot closer at each product we

stock. We’ve been quite decisive with our plans, if it’s not selling, let’s not buy more, shoes being a prime example. With the footfall in the shop being very low we have a lot of shoes still in stock. So we’ve changed the way we stock shoes and pulled our ordering right back. We’ve gone deeper into clubs and club specs, bigger in the club demo kits and this year we have planned more product drops of key items such as Vokey wedges, PING drivers and golf balls to help with the supply and demand issues we have had over the last year. In previous years we would never dreamt of four drops for products such as electric trolleys, perhaps you’d have one big drop and a little one later on in the year, but now we’re spreading it across the season to ensure we have constant stock. What equipment and apparel brands do you stock? For apparel we have J. Lindberg, PING Apparel, adidas and FootJoy. Hardware-wise we stock PING, TaylorMade, Titleist, Srixon, Cobra and Callaway.Cobra have been added on this year and have increased the amount of Srixon as wanted to add more into the custom fit mix as it was so busy.

Are you worried about stock shortages during a potential retail boom? Absolutely. We’re already seeing a shortage of club components from some manufacturers with a four-week lead time for most companies. We’re having issues getting grips and general parts for club repairs, which is worrying as custom fitting is the main part of our retail. Did you offer click and collect during the lockdown closures and/or sell stock online? During the first lockdown we didn’t, but we have done throughout subsequent lockdowns. We are fortunate in that the halfway house window is actually in the pro shop, so we were able to open that up and use it as a click/call and collect pick up point. I bought a portable contactless card machine to help with the transactions, it was a lifesaver being able to do everything we needed from that window. Have you noticed an upsurge in new shop customers following the increase in participation? Through the lockdown we had more than 100 new members and the participation on

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P G A M E M B E R S R E TA I L Q & A the driving range has gone up about 50%. Strangely, the footfall in the shop hasn’t shown that, but I think that’s as people still a little uneasy about entering small retail spaces. Do you belong to a buying group, and if so, how has that helped your business, and what kind of support have they offered over the last 12 months? I am a Partner of TGI Golf and the group has been extremely influential in a lot of the decisions that I have made over the last year. They brought in experts to assist partners in their Business Interruption Insurance claims and they have been exceptional, guiding us through what we need to do and ensuring we knew what was going on every step of the way. The advice we have received about measures to put in place and different ideas to help us through the pandemic, such as the partnership with Shopify and the constant updates through videos, newsletters and podcasts has been a real help. Not to mention the educational webinars staged throughout lockdown that kept us all educated and up to date with what suppliers were doing. What marketing do you do to attract customers into your shop? Our main channel is through email marketing. We use the TGI Golf ENewsletter Programme, which gives us the opportunity to send unlimited emails, but they make it easier for us by supplying two templates each month that we can simply edit – take out things we don’t want, add anything we’d like to in – and then send when we want. So we send one at the start of the month, then a shorter one about halfway through the month. How active are you on social media with regards to retail? We use Twitter, Facebook and Instagram. Social media has been great for us, we use it to show off the products we have in the shop and keep the members up to date with what’s happening around the club. We have so many emails throughout the week referencing what’s been seen on social media, it’s a great way to keep everyone in the loop, especially during lockdown when people couldn’t come to the golf club.

The PGA Professional

Do you offer custom fitting for all clubs and, if so, what percentage of your sales are fitted? About 90% of the clubs we sell are custom fitted. We will have the odd person that doesn’t want a fitting, but half they time they’ve had one previously so we have an idea of the specs they need. Every person who is custom fitted is offered a free gapping session a month after purchase to make sure they are all happy with the new products and to help them gauge how far they hit each club. This also allows us to identify any gaps in the bag. It’s a quick 45-minute session and it creates a good bond between us as they enjoy great after sale service and can lead on to further discussions for us on future purchases or a lesson plan. What special promotions have proved most popular with your customers? During the click-and-collect period we offered a regripping promotion, giving customers

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10% off to get ready for the season. We also held a £20 Club MOT promotion, cleaning the clubs, checking the shafts, grips, loft and lie, which proved very popular. During the first lockdown we ran a promotion where we invited members to purchase vouchers and we would add an additional 10% to help with cashflow. This was brilliantly supported by the membership and we raised more than £5,000. In the summer staged a trade-in day with GolfClubs4Cash through TGI Golf and they took in around £6,000 worth of unwanted equipment. This was then transferred into shop vouchers for the members to spend in store. Have you made any changes to your shop over the last 12 months and what are your future plans for your retail operation? During this last year we have changed the shop around to give us much more floor space and put up a new shoe wall to show off all the brands. We also had more shop-inshop units put in for the hardware brands, with some awesome lighting backdrops. These have helped us with our displays and really brings the shop to life. During the first lockdown we had a rebranding too and had a new logo made, which we put into all the slatwalls. We also invested in a new TrackMan 4 system for our custom fitting studio. For the future we are looking at really pushing the customer service side of things during fittings, as we see that is going to continue to grow and form an even bigger part of our business.

F E AT U R E : C U S TO M F I T T I N G

CUSTOM DELIVERY

Trade Editor Nick Bayly finds out how PGA Members are growing their custom fitting businesses and reveals the tips to make yours a success

ith golf courses busier than ever and retail now open again, income streams have now come back strongly for many PGA Professionals, with golfers surging back to shops to get hold of the latest gear. Social distancing is still problematic when it comes to giving lessons and custom fittings, but thanks to modern technology these two vital sources of earnings can still be carried out, providing you have the right equipment, the right training, and customers who trust you to not only fit them for the right equipment, but to do so in a safe manner. PGA Members who have opened up their custom fitting operations

as soon as the government gave the green light have reported a huge spike in business, with most customers happy to undergo fittings with the appropriate safety protocols in place. While many fitters have also been wearing masks and gloves to give their customers extra piece of mind, with social distancing in place this is by no means a requirement. With the majority of bookings made online, fitting customers arrive at the studio having received a detailed email setting out the protocols and procedures in place, so there are no surprises in store, and everyone arrives prepared for the session. While open-air fittings and those in covered outdoor bays can, and do, work well, an indoor studio is the key to kick-starting your fitting business – with or without a pandemic – as it not only allows a secure and stable environment, but it also takes the vagaries of the British climate out of the equation, enabling year-round fittings, coaching and virtual game play. Many PGA Members have made use of unwanted space in the clubhouse, or extended their pro shops to accommodate indoor studios, and while the initial outlay can be expensive, these state-of-the-art facilities begin to re-pay their way from day one. One PGA Member who has seen a significant increase in revenue since opening an indoor studio is Joel Saunders, the head professional at Verulam Golf Club in Hertfordshire. He said: “I already had a decent custom fitting business when I spent my time lugging my launch monitor to the driving range, but my income from fitting doubled when I opened an indoor studio. I do all my coaching and fitting indoors now, and it allows me to do both all-year round, without worrying about the weather.” One of the other positive side effects of focusing on custom fitting is the need to hold less stock, which not only saves money tied up in unsold clubs, but also frees up space in the shop for other products, or perhaps space for a putter fitting studio – another growth area for fitting. PGA Member Gary Booth, the head professional and co-manager at the Winchester Golf Academy in Hampshire, has enjoyed a significant upturn in his business since moving away from the traditional model of holding large amounts of stock and instead focusing purely on fitting. He said: “We’ve made a big change to our store last year, that I’ve not really seen done anywhere else. We’ve changed almost the entire focus in our retail area away from stock and shifted everything towards custom fitting. We’ve practically got no stock now, but instead have all the club components hung up around the store. People understand that they are buying into a service, and they are not expecting to walk away with a set of clubs there and then.” Improved fitting facilities and more prominent use of fitting technology has also helped drive Booth’s fitting business forward. “We were already using Foresight’s GC2 launch monitor for fittings, but it was slightly tucked away, so I’ve made our two fitting bays more obvious and customers can see what is going on,” Gary says. “I’ve also marketed it differently and golfers can see what we offer.”

June 2021

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F E AT U R E : C U S TO M F I T T I N G

PGA MEMBER EXPERIENCES Ryan Crowley, Head PGA Professional at Clevedon Golf Club in Bristol, talks us through his custom fitting set up

Business Development Consultants

Ryan Crowley’s fitting studio

What facilities do you have for custom fitting? We have a purpose-built studio with a roller shutter on the front. This gives us the best of both worlds in terms of seeing the actual ball flight along with data when the weather permits. When conditions are less than ideal, we can still fit and coach using a virtual environment. What fitting technology do you use and why did you choose those specific products? We currently use Foresight Sports GC2 & HMT technology combined with FSX Pro software. This choice was based on spending a considerable amount of time in an indoor setting. When it’s cold and wet, we can keep our customers warm and dry. Being camera-based, rather than radar, I felt that I felt GC2 & HMT was better for our requirements, as factual club data from the HMT was also a deciding factor in this decision. What equipment brands do you fit? We have a full range of fitting equipment from Ping and Callaway. What products have been most popular for fittings over the last month? Ping’s G425 range has been hugely popular. We have found that its performance matches up to expectation, meaning lots of satisfied customers and good ‘word of mouth’ growth, which has also led to increased sales. How has your fitting business been affected during the pandemic and how busy have you since golf’s return last month? Golf has seen a very good increase in numbers of people participating between lockdowns. Increased participation has definitely led to an increase in the number of fittings we’ve been doing. What percentage of your customers are club members? The vast majority come from within the membership, which is as high as it has ever been. I have been connected to several other local golf facilities over the years, so I do see some repeat customers that I have dealt with from the past. How do you market your fitting operation? Word of mouth is very powerful, but we also use the EMP service via Foremost Golf. What, if any, special promotions do you offer on equipment purchases that follow fittings? Our prices are competitive in relation to the online retailers, so as

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ASK THE RETAIL EXPERTS Charlie Hartley, Foremost Golf, Business Development Consultant for the North Region gives his top tips on delivering the ‘Ultimate Custom Fitting Experience’ Fine-tune your marketing – Present yourself as a custom fitting expert through an up-to-date website, your social media channels and in your newsletters, amplifying the benefits of custom fitting across all platforms. Review your in-store signage: Make it clear that custom fitting benefits every golfer and that you have the on-site technology to facilitate this service. Effective signage can get the ball rolling and start the sales process. Promote your expertise: A strong in-season campaign can enable you to showcase your expertise while simultaneously offering exceptional value to the consumer. Foremost’s EMP Premium service, for example, enables professionals to benefit from the ‘Complete Equipment Solution’ which is supported by the leading equipment suppliers. Demonstrate your pre-fitting knowledge: Send customers a confirmation email of the date and time of their fitting, as this opens communication channels for any questions before you meet in person. Follow this up with a reminder email a day or two prior to the fitting. Deliver a first-class customer experience: When looking at your fitting set up, ask yourself whether it is an accurate reflection of the service you’re offering. Check that it’s clean, clutter-free, with well-presented fitting carts in a logical layout. Esure that all fitting technologies are clearly showcased with the mat, screen/net, and balls in good condition. On arrival, give your customer undivided attention. Use fitting forms, paper or digital, to capture all the information and keep these on file. The ordering and handover process is important too, so be sure to set a realistic lead time for delivery of the order. After-sales support: Keep the customer updated on the status of their order and check on the delivery before calling them for collection. Once they’ve collected their clubs, book the customer in for a free check-up in 30 days’ time. Send the customer a personalised thank you letter and schedule a phone call in your diary to catch up with them a few months after their purchase to see how they’re getting on.

June 2021

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F E AT U R E : C U S TO M F I T T I N G long as we offer best prices at source we don’t need to discount product. We do offer free fittings and lessons during the ‘Complete Equipment Solution’ promotion via Foremost. How could your fitting business be improved? We could certainly expand our fitting services to customers, perhaps by including ball fittings, gapping sessions and wedge fittings. Graham Drabble, PGA Professional, Romiley Golf Club, Stockport What facilities do you have for custom fitting? We fittings for every club in the bag, from drivers to putters, and even include golf ball fittings as part of our service to ensure that every golfer has the chance to play their best. What fitting technology do you use? We have Foresight Sports GC2 & HMT unit in the fitting bay, as the real-time club and ball data makes it perfect for both custom fittings and coaching. We also have a high-speed camera for swing analysis. I set up an Elite Putting studio during the third lockdown, which has a Zen Green Stage that we have coupled with Capto Technology to enable us to give the most in-depth putting lessons and fittings possible. The Green Stage allows us to change the angle of the green at the click of a button, which when combined

with Capto, provides information you would never be able to see with the naked eye. What equipment brands do you fit? Our main brands are TaylorMade and PING, but we also stock Srixon and Cleveland, which have been very popular since introducing them in store. We’ve probably fitted more TaylorMade clubs than anything else since re-opening in April. How has your fitting business been affected during the pandemic? It’s no doubt been difficult for everyone throughout the last 12-13 months, diving in and out of lockdowns, and the pandemic has affected businesses across the board in many ways. It’s a shame that it’s taken a global pandemic to give golf the boost it needed, but the uptake since Covid-19 started has been staggering, and the arrival of so many new members has resulted in a significant upturn in coaching and custom fitting appointments, and I think it’s fair to say many golf retail store are reaping the same rewards. What percentage of your fitting customers are club members? Pre-Covid I would say 90% were club members, but now it’s probably now more like 75%, with the remainder made up by non-members. How do you market your fitting operation? Through a variety of channels with support from Foremost, who have a fantastic set-up that allows us to keep in touch with both current and potential new customers either in store, through my weekly newsletter, and through our social media channels, What special promotions do you offer on equipment purchases that follow fittings? Again, being a part of Foremost Golf opens the door to be able to offer special promotions at various times of the year with the support and backing needed. For example, we are currently running a promotion offering a free lesson for anyone who spends over £300 on equipment. In the past I have offered free gapping sessions with any new irons sets, which has proved popular.

Graham Drabble installed a Zen Green Stage in his new putting studio at Romiley Golf Club

How could your fitting business be improved? I would love to be able to stock more brands, as it plays huge a part in driving sales, but I would need a much bigger shop to fit everything in, which I simply don’t have!

LEARN To access specialist learning content on the benefits of custom fitting, log on to www.pgalearn.pga.info

This month watch:

WEDGE FITTING IMPORTANCE WITH TITLEIST

LONG GAME CUSTOM FITTING WITH TITLEIST

“One of the best webinars I have watched and listened to - in fact I’ve watched it twice now and will continue to recap on it.”

“Really interesting to hear the best talk about fitting. Up-to-date and very relevant. Plenty to pass onto the customers.”

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PING ACADEMY LIVE “Great information on explaining the correct PING equipment for a player and being able to back how good the equipment is they are choosing.”

R E TA I L

ARE YOU TOO BUSY FOR BUSINESS? In our series ‘XPOS Unwrapped’, we’ve been looking at ways in which your sales and stock management solutions can make your life as a retailer easier, more efficient and more profitable. In this third and final part, we uncover the retail basics most likely to be overlooked during a summer season and discover ways that XPOS is helping PGA Members keep ahead of the game DON’T DROP STOCKTAKES Even though stocktaking is an essential retail task that enables you to see the true picture of shop sales, it’s still the number one task to be pushed aside during busy months. Larger shops will find it easier to delegate to staff to do the job, but smaller stores can struggle to allocate time. Whether you’re an experienced retail owner manager, or part-time assistant, it’s too easy to get pulled in multiple directions when you’re in the middle of a stock take.

Forget about doing a stocktake for the whole shop at any one time. Break it down into groups and only start what you think you can finish. If you’ve got 30 minutes, focus on shoes or women’s tops and don’t open that box of tees!

Golf is booming and there’s no end in sight to the resurgent levels of play we’ve witnessed since the end of the first lockdown last year. While this is great news, PGA Professionals responsible for growing their pro shop may be struggling to keep their eye on the ball. Retail success is not only about how much you sell and the margin you make, but how efficient you are at managing your time. However, maintaining productivity during the busy summer months is far from easy,

with long days, managing staff and keeping customers happy, being just a few things to complicate the mix. When you’re busy on the range or in the studio, neglecting key tasks in the shop will, ultimately, cost you money. The answer? Setting daily goals, making lists and delegating to team members will help enormously. In addition, your XPOS system is bursting with tools to help you stay on top of the shop. Avoid a ‘winter of discontent’ and take advantage of the XPOS features at your fingertips.

Use the XPOS App for faster stocking in and accurate stocktaking

Use the XPOS App for stocktaking with our next generation Bluetooth scanner to get the job done in no time at all. STAY ON THE MONEY With warnings of potential stock shortages this year, it’s more important than ever to be on top of your business. What’s more, it takes more than a quick glance around the shop to understand what’s selling and what isn’t. A regular look at your key reports will give you an accurate picture and enable you to spot any warning signs before it’s too late.

June 2021

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R E TA I L The XPOS Performance Dashboard was designed to give time-short retailers an instant, real-time view of shop sales. What’s more, performance stats are highlighted in red, amber or green to let you know what’s going well or areas of concern.

RETAIL INSIGHT We talk to two PGA Members about how XPOS is helping take the stress out of running their retail operations

Whether you’re on the range or on the beach, retailers can get to grips to key reports using the online Hub. Just go to hub. crossovertec.co.uk on any device to find all your key reports. KEEP CUSTOMERS HAPPY One of the most common complaints from retailers at this time of year is the lack of time to look after customers, follow up after a sale or answer queries around stock availability or account balances. Maintaining those all-essential relationships and continuing to build loyalty to the pro shop has to be a priority, no matter how busy you are. But we know that’s easier said than done.

This is where the new XPOS Caddie app comes into its own. While you’re busy with coaching, the app can provide customers with real-time stock information and a view of their account balance. In addition, users are now enjoying the convenience of booking golf lessons via the app, topping up their account balance and buying gift vouchers. XMAIL is the customer communication tool that will automatically email customers after a purchase to thank them. XMAIL also prompts customers to book a regripping service at the right time and follow up on a warranty expiry after a shoe sale. Emails are short, personal and relevant, and proven to keep customers coming back to the pro shop.

Clive Bonner, Head PGA Professional at Bramshaw Golf Club in Hampshire

Michael Kanev, Head PGA Professional, Kingsknowe Golf Club, Edinburgh

“We’re only a small team at Bramshaw, so delegating is hard when we’re all busy. I’d like to recruit another member of staff for the shop, but I haven’t had time to focus on that yet. I’m coaching and fitting all day during the summer and some of the jobs I know we should be doing in the shop fall by the wayside. Stocktaking is something that does get left out. I have a Bluetooth scanner, which is brilliant, but you can guarantee a customer will come in and need some help, or I might have an appointment with a sales rep. We rarely get chance to finish the job. There are still certain things I will do every day, including checking reports, which I do in the Hub. I like to make sure the lights are mostly green on the Performance Dashboard, check my margins and attend to anything that looks worrying. XMAIL keeps me in touch with customers that I may not even see, which is great. The open rate for my XMAIL emails is very high, so I know members and visitors are engaging with me every day in a personal way.

Summer is always the busiest for pro team. Running the shop alongside managing competitions, coaching and doing the admin for the club, can be difficult a times. Stocktaking definitely falls down the list of priorities, because the shop is so busy. It’s even hard to find time to do simple things such as tidying up. Having used other EPOS systems in my career, I switched to XPOS five months ago. I’ve already seen many of the time-saving benefits in terms of product management, so I’m hopeful I’ll be able to manage my time more efficiently this year. I adopted the XPOS Caddie app straight away to show the members what the new system could do. Members often ask about their accounts and I’m now able to point them in the direction of the app. Being able to view their account themselves, and keep track of past purchases, has given them more control. I also had my first sale within two days of launching the app, which was very positive. I’m just getting started with the online golf booking lessons in the XPOS Caddie app and am really looking forward to this as it will transform my day-to-day life. On my annual leave recently, I had calls from six customers in one day who wanted to book lessons and I had to use screenshots of the sheet in the pro shop to book them in. If they can do this themselves, it’s more convenient for them, and a great time saver for me.

XPOS POS Caddie is the new app for golfers who love their pro shop. For more information on the app’s wide range of benefits, including how to set up your new Reserve & Collect store, visit www.crossovertec.co.uk.

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T R AV E L How did you first get into offering overseas coaching as part of your services to clients? I first started taking groups away about 20 years ago now, mainly to Scotland and Ireland to sample the links golf on offer. It was something I initially did off my own back to try and grow relationship with my existing clients. What do you feel the advantages are of smaller group sizes at higher end resorts? The advantages of dealing with smaller group sizes are obvious really, less organisation work, a more personalised feel for my clients and able to hand pick venues. I am able to approach my clients that I feel will best suit specific venues and tailor the breaks to them. I have built some great friendships with clients I have taken away. The higher end resorts also tend to be a little less busy too, so gives me the scope to be very flexible once onsite.

LEE COX Lee is Director of Instruction at The Shire London. As well as coaching players of all abilities, Lee specialises in working with Long Drive Professionals. Lee has been to many of the world’s leading golf resorts and offers high end breaks to his clients.

What is the best resort you have taken your clients to? I have been very fortunate to visit plenty of fantastic resorts across Europe and beyond, from Costa Navarino in Greece to Verdura in Sicily, but for me the best resort in Europe is Terre Blanche in Southern France. Everything is top class from the moment you arrive. The two courses onsite are superb, accommodation second to none, and practice facilities are the best I’ve seen. There is plenty to do both onsite and in the local area. I couldn’t recommend Terre Blanche enough for someone looking for a high end break away. How has offering overseas breaks helped your relationship with clients? Spending time away with clients is a great way of growing relationships. I have been taking the same people away for the past ten years or so now, and they trust me to deliver a great package. My clients have grown to trust me, and when they are looking for their new set of clubs etc, I am the go to for this. I am fortunate to have a very loyal client base, and I honestly think running breaks away has played a pivotal role in this. Are there any resorts currently on your bucket list to tick off? I am really looking forward to revisiting Monte Rei and Cosata Navarino once their new courses have opened. I have seen pictures, and the plans look exceptional. I am always looking for new venues too, so will be working with Golfbreaks for recommendations in the future. Would you advise other PGA members to offer overseas travel as part of their services to members? For any pros looking to build long term relationships with loyal high end customers, breaks away at world class resorts are really worth exploring. The team at Golfbreaks have always been great, and do all the leg work for me. I’ve been working with them for years now, and they really understand my requirements, the process couldn’t be easier.

For more ideas on your next Pro’s away weekend get in touch with the Golfbreaks Pro Travel team – 01753 752 880 | pga@golfbreaks.com |

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T R AV E L

SPOTLIGHT ON

ABOUT ABU DHABI

ABU DHABI

Best months for golf: November to February Most popular months: November, January & February Flight time: 7 hours Time zone: GMT +4

The perfect destination to enjoy some winter sun with your members, it’s little wonder Abu Dhabi is considered to be one of the most luxurious destinations on the planet. With a unique skyline and fascinating culture, golfers will also be spoilt with panoramic views of the city, beach, and ocean. What’s more, the city is filled with highend shopping malls and famous attractions to enjoy off the course, perfect for an upmarket members’ break.

n STAY:

CROWNE PLAZA YAS ISLAND Located on Yas Island, the Crowne Plaza offers guests beautiful views of the links championship golf course on the Island. This modern resort will keep you entertained and relaxed whilst on or off the golf course with three restaurants, spa, shopping facilities and just a short walk from Yas beach. Ferrari World, Yas Waterworld and Yas Mall are a short drive away if you and your members fancy a day away from golfing.

n PLAY:

ABU DHABI GOLF CLUB A regular fixture in the European Tour calendar, Abu Dhabi Golf Club and its famous Falcon clubhouse is one of the most iconic spots in world golf. Follow in your heroes’ footsteps and make sure to build in time for an extra nine holes on the floodlit Garden course to round your experience off at this spectacular golfing destination. YAS LINKS Rated as the best course in the Middle East by the majority of ranking lists and in the world’s top 25 by Golf Digest, Yas Links, the first true links course in the Middle East is a simply must play on your member’s break SADIYAAT BEACH Having hosted multiple events on the Ladies European Tour, it is fast becoming one of the most talked about courses in the UAE. This Gary Player design offers an immaculate golfing experience with great views of the Abu Dhabi skyline.

WHY VISIT ABU DHABI • • • • •

Perfect destination for an upmarket break with your members Play stunning golf courses in the capital of the UAE A great destination for escaping the UK weather Enjoy world-class restaurants & roof-top bars Experience unrivalled hospitality in luxury hotels

EXCLUSIVE GOLFBREAKS PRO PACKAGE 5 nights bed & breakfast in a Superior Room at Crowne Plaza Yas Island 3 rounds of golf including buggies at Abu Dhabi Golf Club, Yas Links Golf Club and Saadiyat Beach Golf Club Reserved driving range space on the golf clubs for up to 2 hours prior to their round, for coaching Complimentary welcome drink on arrival From £819 per person Pro goes FREE with 7 amateurs

June 2021

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T R AV E L

TOP MONTHLY OFFERS DESERT SPRINGS RESORT

3 nights bed & breakfast

ALMERIA, SPAIN

3 days of golf (Desert Springs) Buggies included Pro goes FREE with 7 amateurs Popular Pro Venue

3 nights bed & breakfast

THE MAGNOLIA HOTEL

3 rounds of golf (Quinta do Lago North, South, Laranjal)

QUINTA DO LAGO, PORTUGAL

Free welcome drink Range balls included Pro goes FREE with 7 amateurs

FROM

£249 PER PERSON

FROM

£559 PER PERSON

THE WESTIN RESORT COSTA NAVARINO GREECE

5 nights bed & breakfast 3 rounds of golf (Dunes course, Bay course) Pro goes FREE with 7 amateurs Luxury 5-star resort

FROM

£669 PER PERSON

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

The PGA Professional

@Golfbreaks_Pro |

#makinggolfhappen

@golfbreaks_pro_travel

T R AV E L

GUIDE TO UPMARKET MEMBER’S BREAKS WHY AN UPMARKET BREAK? There are numerous benefits to taking a group of your members away on an upmarket golf break. Now is as good a time as ever to look at getting away with your members on an unforgettable trip as golfers pent up demand for travel is high. Take a look at our top 5 reasons below: 1. Play at some of the best golf courses on the planet 2. Experience world class hotels and resorts 3. Build long lasting relationships with high end customers 4. Deliver exceptional golfing experiences to your members 5. Earn additional income by adding a coaching element to your break WHERE ARE THE BEST UPMARKET VENUES? With over 2,500 venues available across the globe at Golfbreaks there are plenty of options for your next break away. With plenty of upmarket resorts and venues to choose from its sometimes hard to know where to start. Take a look at our Top 3 venues in Europe for an upmarket golf break that will leave your members amazed at the quality of golf, accommodation and hospitality on offer!

HOW DO I ENQUIRE ABOUT TAKING A GROUP AWAY ON AN UPMARKET BREAK? Our dedicated Pro Travel team at Golfbreaks are more than happy to help find and organize your next upmarket golf break. We offer a hassle free service and always ensure our customers get the best value for money. Get in touch by calling 01753 752 880 or email pga@golfbreaks.com

PORTUGAL

SPAIN

FRANCE

MONTE REI TAVIRA, ALGARVE

SOTOGRANDE ESTATE SOTOGRANDE, ANDALUCIA

TERRE BLANCHE HOTEL SPA GOLF RESORT PROVENCE-COTE-D’AZUR

Voted Portugal’s number one golf course, Monte Rei is one of a select few Jack Nicklaus Signature courses. Paired with luxury villas and high end dining with its Michelin starred restaurant it is one of Europe’s most coveted golfing resorts.

This is all about the golf! Stay at the lavish SO/ Sotogrande and play 4 of the Top 100 courses in Continental Europe – Real Club Valderrama, Real Club de Golf Sotogrande, Finca Cortesin and La Reserva Club. We need say no more!

A luxury 5-star hotel, Michelin starred restaurant and two championship courses – it’s not hard to see why this hidden Provencal gem was named “Best Golf Resort in Continental Europe” by Golf World (UK) in 2020.

June 2021

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• Developed by a PGA Professional in 2020. • Fits standard alignment sticks. • Used on Men’s and Ladies European Tours.

• Now featuring angle reading • Discounts and trade pricing offered to PGA Members, Industry Professionals and Golf Retailers

• New Extension Pole added for 2021.

Brand Ambassadors

Amy Boulden - Ladies European Tour Liam James - European & PGA Tour Coach

@theswingplate www.theswingplate.com

For all your golf academy and simulator room requirements Free golf academy design service with independent advice on golf simulators and launch monitors for PGA Professionals and club fitters. Our professional services include advice on the installation of all golf studio systems. Consultation on ranges, new coaching rooms and cabin builds. We can supply all your academy requirements including nets, screens, turf and mats.

golfswingsystems.co.uk +44 (0)1483 266679

sales@golfswingsystems.co.uk The PGA Professional

#makinggolfhappen

C OAC H I N G

DEVELOPING A MODEL OF

COACHING PRACTICE

BY DAVID COLCLOUGH, HEAD OF COACHING & SPORTS SCIENCE

In the September 2020 edition of this magazine, I wrote about two different models designed to support PGA members in developing their own coaching practice, largely regardless of the coaching role they have in the golf industry.

Those models were: • A Customer (or Participant) Journey model – this focused on how you set out to INSPIRE, ENGAGE, CONVERT and RETAIN an individual, with the aim of them becoming a golfer for life. Initially, people need to be INSPIRED to think that golf is a game they might like to try. Then as a PGA member you need to be able to ENGAGE that individual in activities that will hopefully lead to further opportunities to positively influence them, getting them to the point where they see themselves as a golfer (you have created a CONVERT!) The final stage is considering how you will RETAIN that individual in the game, ensuring that they continue to use your facility and services along the way. • A Player (or Participant) Development model - the 4C’s model is rooted in youth development but is being used across the lifespan of sports participation now, up to and including elite level, professional sport. That model is based on building COMPETENCE, CONFIDENCE, CONNECTION and CHARACTER in those individuals with whom you have contact – your customers, your players, your members - any group of individuals that you connect with who play golf. Hopefully, you have spent time considering how you will set about firstly getting participants on to a participation pathway, and then once they are engaged, how you will keep them moving along this pathway. As part of those deliberations, it is crucial to consider how you will address their individual needs. How will you ensure they have a greater chance of becoming more COMPETENT and CONFIDENT at the game. How can you help them to develop a greater CONNECTION to you and the game. Which CHARACTER traits can you bring out, or support them with, that will help them enjoy their golf along the way?

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C OAC H I N G If you have done all of that, then I’m sure you will appreciate the need to continue to develop yourself to meet the undoubted challenges that will arise trying to support such a wide range of individuals, all at different stages of development, and with significant differences in their motivations and drivers to play golf. Good luck, right!!

😜

To help you with that challenge, I would like to draw your attention to a third coaching model that I think nicely articulates the different types of professional knowledge that are needed to be successful in helping any participant along their journey. To meet the challenges as they have been laid out thus far, it is very likely that you will need to consider investing time and effort in enhancing your knowledge and understanding, your skills and abilities, in one or more of the following subject areas: • WHAT you coach • HOW you coach • WHO you are coaching The ‘WHAT, HOW and WHO’ model was introduced by Sports Coaching researcher, Andrew Abraham and his colleagues, to support coaches in appreciating the importance of different types of knowledge that will ultimately influence how a coach will PLAN, DELIVER, and REVIEW their coaching activities. Clearly this will also have a significant bearing on the progress that can be made by players (or participants). The WHAT to coach category focuses on the subject knowledge you will need to teach (or coach) the sport (Golf in our case!) That means not only the elements of Technical and Tactical, but also the Physical, Mental, and other aspects that help shape a player’s performance. That information is crucial, but only when combined with knowledge and understanding that relates to HOW to coach. These are the methods you will use to facilitate learning. Consider how you can align your session OBJECTIVES, with your PRACTICE/ TASK design, with your COACHING

The PGA Professional

BEHAVIOURS, to facilitate the ENGAGEMENT of your learner. This approach will improve the likelihood that your coaching will lead to the development of skill, through practice and progressions along the way. With all the information you can muster on WHAT to coach and HOW to coach it, you will still need to appreciate WHO you are coaching. What differentiates one player from another? What physical, mental & social (environment) factors do you need to consider that will shape each person differently, and mean that you will need to adjust your coaching practice to achieve the most positive results? When considering your success in helping someone to journey along their own player pathway, helping them enhance their COMPETENCE, CONFIDENCE, CONNECTION and CHARACTER, which of these areas of WHAT, HOW or WHO do you need to develop your knowledge and skills in to have the best chance of: • retaining more people in your programmes? • have them playing golf more frequently? • spending more time and money with you, and at your facility? When considering those questions, it is also important to reflect on three other areas that Abraham and colleagues recognise will ultimately shape your coaching practice at any one time. They are: • The CONTEXT in which you coach • The CULTURE within which you coach • The RESOURCES you have available to coach

#makinggolfhappen

As a PGA Member you are part of an organisation that has members in over 80 countries around the world. Members are working in facilities that vary enormously in terms of the resources that they have available, and they are connecting with an array of the golfers with varied motivations for picking up a golf club. Therefore, in trying to work out the wants and need of each individual, so they can achieve their own version of ‘a great day golfing’, it is important to also consider the CONTEXT within which you are working, the CULTURAL nuances that exist and the RESOURCES you have at your disposal. With a greater appreciation of the things that really matter to the person in front of you, and a willingness to invest your own time in really working out what will help you deliver results for each individual, it is imperative that you consistently review your role. I am sure that if you follow a process like this on a consistent basis, then you will see your business grow, your influence widen, and the recognition of the important role you have in growing and maintaining participation in golf increase. If you have any success stories that relate to this article, please get in touch and perhaps we can share your successes with the readership of this magazine – email david. colclough@pga.org.uk If you would like to read more about the WHAT, HOW and WHO model, search online for ‘what how who model of coaching knowledge - Abraham’.

Making the Business of Golf Happen PGA Partners

PGA Principal Partners

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

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BENEFITS

LOOKING FOR THINGS TO DO THIS SUMMER?

EXCLUSIVE DISCOUNTS ON WORLDWIDE ATTRACTION TICKETS WITH ONLINE TICKET STORE! Onlineticketstore.co.uk is the online specialist for attractions, excursions, theatre tickets and experiences all over the world! With over 10 years’ experience, they are an officially authorised attraction ticket broker, so you can rest assured you’re in good hands. You can enjoy hassle-free booking 24/7, with the option to book online or by phone. Don’t worry about your tickets getting lost in the post – they provide instant e-tickets delivered straight to your inbox. Need to chat to a real person? Their UK-based customer service team are here to offer advice, help and support*.

Whether you’re planning a family bike trip in the UK or looking to find the perfect location for a staycation with friends, PGA Benefits is here to help inspire you to explore the beauty of the nature on your doorstep.

SAVINGS ON COTTAGE HOLIDAYS Save up to 10% when you pre-book cottage and short break holidays in the UK with CottageStayUK. They work with over 19,000 cottages and villas in the UK and Europe to give members maximum choice. So whether it’s a romantic break or a getaway with your friends, CottageStayUK can help you find the right property for your holiday at a great price*.

10% OFF BOOKINGS THIS SUMMER ON HOTELS.COM With hundreds of thousands of places to stay offering free cancellation, Hotels.com has it all, so whether you’re looking for value in the city, treehouses in the country, or villas with views, it’s all just a click away.

SAVE ON MOTORHOME RENTAL Get roadtrip ready for a summer in the UK this year! Looking for a fun holiday with freedom & flexibility? Affordable Motorhome Rentals offer rentals for travel agents in over 20,000 locations across 50 countries. Motorhome vehicles range from small Campervans, to Selfcontained Motorhomes, including 2, 4 & 6 berth vehicles. Plus as a PGA Member, you will receive an exclusive discount

To take advantage of these and other fantastic deals visit the PGA Benefits via https://www.pga.info/members

SHOPS ARE FINALLY OPEN! SAVE WHILE YOU SHOP WITH BLACKHAWK NETWORK Enjoy your first proper shopping spree on the high street in 2021 with discounts from big brand retailers through Blackhawk Network such as M&S, Clarks, New Look, Argos and more!

*Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice and correct at time of print. Online Ticket Store - Cancellation charges apply, please visit www. onlineticketstore.co.uk/home/termsandconditions to see full terms and conditions. PGA Benefit web pages are managed and run by Parliament Hill Limited. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.

June 2021

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

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

Modry Las Golf Resort

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

Antalya Golf Club

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

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

Aphrodite Hills Golf & Spa Resort

Golfing Packages Commission

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

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

Public liability Insurance Cover is included in your subscription fee. Contact membership@ 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: www.pgainsurance.co.uk

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

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

The PGA Professional

#makinggolfhappen

Access to bespoke golfing packages for you and your club members through the dedicated Golf Pro Travel Team. Receive 5% commission on your booking. Contact 01753 752 880 or email pga@golfbreaks.com to book your next trip.

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

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

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

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

BENEFITS Coca Cola European Partners* Free cooler offer to PGA Members for their retail facilities. To arrange delivery/installation, please contact John Balchin on jbalchin@ccep.com.

Wholesale and Delivery Service* Reliable wholesale and delivery to PGA Members in England and Wales, plus complimentary gift available to all new PGA account holders. Contact Tim Swingler on 07519 111 582 or tim@ chappleandjenkins.co.uk or visit www.chappleandjenkins.co.uk

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

Award-winning Distiller* 15% discount available to all UK PGA Members on all Loch Lomond Expressions available to buy online. Visit www.lochlomondwhiskies.com and enter the discount code PGA15 at checkout.

Sustainable Golf Products Exclusive 25% off pro-shop offer, buy three Shelf Ready Packaging (SRP) units for £120 (ex. VAT) and get one free. Each SRP contains 20 individual bamboo tee matchbox units, RRP £3.99/unit. Contact rob.emerson@ilbrands.co.uk or 01372 236117, T&Cs apply. Visit www.oceanteegolf.com

Vitamins, minerals and nutritional supplements Free pro-shop Sale or Return starter pack offer with excellent profit margins. Contact stephen@tomolivernutrition.com to request a starter pack and visit www.tomolivernutrition.com for 50% off own-use products with the code: PGAMEMBER

Rangefinder Savings SkyCaddie are delighted to offer PGA Members savings of up to £150 on their latest award- winning family of GPS products. Call 01844 296360 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 www.toro.com/prostripeuk. To place an order on this offer or learn more, please share your contact details at pgamembers@toro.com

Reduce Energy Costs We can help identify the potential of roof or ground-mounted solar installations which can reduce energy costs by up to 40%. GreenClub will support with surveys, audits, planning and design and, subject to meeting required criteria, will fund the entire project. Visit www.greenclub.energy, email info@greenclub.energy or call 0800 999 1904.

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

XPOS Sales and Stock Management Retail management solution, used by professionals to reduce stock and improve profit. Quote PGAX01 to receive three months free XMAIL, the integrated customer email service. Contact on 01454 418 395 or via the CHAT button at www.crossovertec.co.uk

Golf Carts Contact Kevin Hart at: kevin_hart@eu.irco.com or call +44 1785 280 344 to discuss you requirements. Members in Ireland can contact Liam Ross at The Buggyman at: liam@buggyman.net

Special Product Offers Special offers on selected products for PGA Members. For the latest deals, log into Member benefits and select ‘Shopping’. Or contact the team at lgvip@lge.com for any orders.

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

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

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 296360 or email sales@skycaddiegps.co.uk for more info.

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

June 2021

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E M P LOY M E N T O P P O RT U N I T I E S Titleist - Acushnet Europe - St Ives, Cambridgeshire Club Assembly Operatives The Company Acushnet Europe Ltd is the home of Titleist, the #1 ball in golf, and FootJoy, the #1 shoe in golf. We have a long-standing reputation in the industry for quality and have always delivered the highest standards of Golf products. We are now looking to fill several permanent roles in our Club Assembly operational area based at our manufacturing facility in St Ives, Cambridgeshire. About you The role To be successful in this role you need to have: We are temporarily running 2-day shifts - the first working • Previous production experience (this is essential) Monday to Thursday, the second Friday to Sunday (this shift • A good understanding of written and spoken English and a good attracts a 15% shift premium). We hope that we will be reverting grasp of Maths (weights/measurements) to one shift by the end of June. Working on a rotational basis, you will undertake various tasks to • An eye for detail – remember we are producing #1 golf products so need great quality at all times assemble our golf clubs: • A positive and hardworking attitude. • Ensuring that you have all the right components that are listed What can we offer? Aside from working in a friendly, clean on the works order environment we offer the following benefits: • Assembling the golf clubs and cutting to measurements that • Competitive salary (£9.45 per hour) & Overtime premiums paid are specified • 23 days annual holiday, which increases with length of service • Gluing, buffing and cleaning parts (+ 8 bank holidays) • Using high-tech automated and manual machinery, as well as • Contributory pension (salary sacrifice) handheld tools • Free use of our onsite, refurbished gym • Weighing sets of clubs to check for weight conformity • Employee assistance programme • Laser etching product • Discounted product • Packing the finished products ready for shipping to customers • Onsite subsidised canteen Full training will be given on our processes/procedures to ensure • Opportunities to develop/progress you produce the best quality products. • Job security with a successful global company If you feel your experience meets the requirements, please send a copy of your CV and covering letter to our HR Department, UKRecruitment@acushnetgolf.com detailing which shift you are applying for. Acushnet Europe Ltd collects and processes personal data in accordance with the EU General Data Protections Regulations (GDPR). See the Job Applicant Privacy Notice on our website at www.titleist.co.uk

Rookery Park Golf Club

Lowestoft - Suffolk - NR33 8HJ 01502 509190 The club seek to retain a fully qualified PGA Professional who will be an integral part of our club. This thriving members club has over 900 members making us one of the largest within the County. Our 18-hole parkland course has gone from strength to strength in recent years making us a ‘must play’. A refurbished retail space over two floors and covering 80 sqm with the addition of a new internal swing room facility, a par 3 course and an on-site driving range make this package exceptionally desirable. A financial retainer will furthermore enhance the appeal - with final details to be discussed with selected individuals. The role will involve managing a successful retail department, providing lessons to club members and guests and also taking the lead role with club competition management. A positive and proactive approach is required with additional involvement within the club's Greens and Match and Handicap Groups expected. Interested parties are to submit their CV, covering letter and business plan to: secretary@rookeryparkgolfclub.co.uk The PGA Professional

#makinggolfhappen

ElitePro Golf at Peterborough Milton Golf Club is currently looking for new assistant professional or trainee to join our team. We are looking for a keen, motivated professional looking to develop their teaching and custom fitting skills. The role will include shop work of 25-30 hours per week including weekends, helping our members and visitors with excellent customer service. We have good outdoor practice facilities accompanied by a state-of-the-art swing & putting studio including GC Quad, GC2/HMT, BodiTrak and SAM Putt Lab. This is an exciting opportunity to join a busy club, coaching and fitting facility. Please send a cover letter and CV to Adam Chamberlain at pmgcproshop@live.co.uk 59

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

Toptracer - Install Technician

The role of the Install Technician will be to perform on-site services including installation, maintenance and repair. As part of the install process, you will provide technical installation of the Toptracer Range camera system for both Monitor and Mobile product solutions, ensuring a fully functioning system is delivered to the client. You will also be able to provide demonstration and training of the system to provide a basic understanding to facility staff on how to use the system and report issues. The role will involve extensive travel across Europe and some unsociable hours. WE BELIEVE YOU HAVE Client relationship building. Experience of using Power tools. Knowledge of construction industry. Potential golf industry experience. Full clean driving license. Used to international travel.

POSSIBILITIES

Close collaboration with teams within the office. International travel. Agile environment. Unique technology. High degree of impact. And of course, playing golf!

Email: rose.picken@topgolf.com

Woburn Golf Club has an exciting opportunity for a PGA Assistant Golf Professional. Working flexibly across golf retailing, the role also has opportunities within our junior coaching programme and custom fitting in our indoor Performance Centre. As an assistant professional you should have experience working within a golf retail / customer facing environment. It is essential that you have an enthusiastic and proactive approach, with a strong customer focus. This is a permanent, full time role, working 40 hours per week including weekends, evenings and Bank Holidays. Closing date: 16th June 2021. To apply or for more details, visit: www.woburn.co.uk/job-vacancies/vacancies

Dunbar Golf Club, East Lothian PGA Qualified Professional

Qualified or nearly qualified PGA Professional required for this Championship links course in East Lothian, Scotland. An exciting opportunity for a pro-active individual with excellent interpersonal skills to professionally develop their career at this busy Club. Coaching, retail and custom-fitting experience preferred. Excellent Indoor studio facility with Trackman on site. Very good earning potential for the successful candidate. The Club has significant development plans for a new Clubhouse, driving range & short 9 hole course. Accommodation available if required. Please apply to PGA Director of Golf, Jacky Montgomery jmontdunbargc@aol.com by 18th June

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

June 2021

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

Morley Hayes, Derbyshire Golf Assistant Manager required, responsibilities include retail management, team leadership, taking membership enquiries/ golf day bookings all whilst running day to day golf operations and hosting golf events. Email CV and cover letter to: golf@morleyhayes.com Lees Hall Golf Club An exciting opportunity for a hardworking, reliable nearly/fully qualified assistant has arisen to join our team. The role includes shop hours, teaching, and custom fitting. The coaching role focuses on junior and ladies development programmes alongside developing your own diary. Email CV and cover letter to leeshallproshop@gmail.com Tickenham Golf Centre We are looking for a PGA Professional and Custom Fit Technician to join us at our newly refurbished venue. We operate a busy golf shop, Toptracer driving range and custom fitting centre. PGA qualification and custom fitting experience required. Please email your cv to leighjones09@hotmail.co.uk Hotgolf LTD Experienced PGA Professional with a flair for retail required at our flagship golf store based at Cheshire Oaks, CH2 4JZ. A fantastic opportunity to join one of the UK’s largest golf retailers. Offering a competitive salary, bonus scheme, pension and other benefits. Send CV for consideration to sales@hotgolf.co.uk Royal Worlington & Newmarket Golf Club Exciting opportunity to join professional staff at world famous 9-hole members club. Access to coaching studio / technology and opportunity to build a coaching business. Significant involvement with building a junior section. 25-35 shop hours per week. Applications to PGA Head Professional Ben Kerr contact@benkerrgolf.co.uk The Wychwood Golf Club Trainee or Assistant required for busy golf club in the heart of the Cotswolds (www.thewychwood.com). Flexible shift patterns over a 5-day week, with plenty of opportunity to play and coach. Must be hardworking, reliable, work well within a team and independently. Please send CV and cover letter to tom@thewychwood.com Sundridge Park Golf Club Qualified or nearly qualified assistant needed for a busy 36-hole facility. The role includes being a junior organiser and running our junior academy with great earning potential. The role includes shift work in an excellent working environment. Contact: Stuart Dowsett with CV at stuart2104@gmail.com Ingleby Barwick Golf Academy Donaldson Academy are looking for PGA Assistants to provide coaching on site. Commission on lessons given and pupils recruited. Unbelievable opportunity to develop having a great work/life balance working at the busiest range in Teesside. New lesson enquiries daily. Serious about a career in coaching email me. donaldsonacademy@icloud.com The York Golf Academy PGA Professional wanted for new bespoke facility. TrackMan 4 custom setup, personal training studio, complete club fitting solutions, global platform & opportunity to grow. Flexible financial options. Applications to Michael Dennington - train@golf-wod.com or please phone 07860535107.

Paultons Golf Centre, Hampshire PGA Head Professional Exciting opportunity to lead, develop and drive the golf business at a forward thinking, active golf centre (18-holes, 6-hole academy, 18 bay Toptracer range, fitting facility), all the facilities a Professional could wish for. Interested in excelling with a progressive golf team, send CV to our Director of Golf, davidgreenpga@paultonsgolf.co.uk AFGolf Store, Kingsway Golf Centre, Cambridge We are looking for a full time employed assistant (Year 3 or Qualified) golf coach to assist in group and individual coaching. Benefits include Holiday Pay; Staff uniform along with full marketing and administration support. High Earning potential and stress-free approach to coaching with support from our Head of Academy. Email: lessons@afgolfstore.co.uk Trump International Golf Links Trump International Golf Links have an exciting opportunity for a Trainee Assistant PGA Professional to join their Golf Operations Team. If you’re passionate about golf, this is a great opportunity to gain professional experience and kick-start your career in the golf industry. For further details and to apply visit: www.trumpgolfscotland.com inPlayGolf PGA Coaching Professional role at inPlay Golf, Bristol. We have five simulators for practice/play together with a dedicated coaching/ custom fitting bay. Coaching and custom fitting experience essential. The role also includes hosting individuals and groups for social play. For further details email paul@ipgolf.co.uk (Paul Barrington 07818 001 606) www.inplaygolf.co.uk

INTERNATIONAL North Sound Golf Club North Sound Golf Club, Grand Cayman is hiring a new Golf Professional to provide managerial supervision of the pro shop, outside service team and driving range, while promoting the game, organizing tournaments and providing golf instructions to the members and general public. Send CV to bryant.boshard@northsoundclub.com. Dubai Hills Golf Club Seasonal Teaching Professional Candidates should be hard working, dynamic individuals who have ample knowledge and experience to deliver first class tuition to the high standards of the Troon Golf Academy. Candidates should be able to manage a busy tuition diary and deliver a high volume of group coaching. CV to be sent to: jwoods@dubaihillsgolfclub.com Precision Golf LLC, Dubai We have an exciting opportunity for an enthusiastic & dynamic PGA Professional/PGA Assistant. The applicant would be responsible servicing our retail partners with Fitting & Brand Activation events, across the UAE. To apply or for more information please send your CV to Phil@Precisiongolfme.com

For more information please go to pga.info The PGA Professional

#makinggolfhappen

M E M B E R S I N T H E S P OT L I G H T WHAT HAS BEEN YOUR CAREER PATHWAY? My golfing journey began in my early teens, playing with friends at West Wilts Golf Club, taking lessons with Simon Swales, the club’s head professional. At 16, rather than continue at 6th Form at school, I chose to study for my National Diploma in Sport, Performance and Excellence in Golf, at Hartpury College. I quickly recognised that my golfing acumen was never going to earn me a living as a professional, but my passion for golf in the wider sense, encouraged me to explore pathways towards a career in the industry. Qualifying from Hartpury, I was offered the opportunity join Simon Swales, in a well-established, thriving environment at Radyr Golf Club. This allowed me to gain skills and experience in sales, and business administration, alongside a coaching role within the club and beyond, through involvement in initiatives such as Ryder Cup Wales “Get into Golf” and as Sport Development Officer for Sport Cardiff. More significantly, as a PGA Trainee I interacted with those working across the wider golf industry and chose to branch out in a new role with COBRA PUMA Golf, carrying out fitting events in the South West. I really enjoyed these events - each day bringing new challenges and high levels of satisfaction, travelling to different venues, helping golfers of all abilities get fitted for new product. As the importance of custom fitting grew, my role expanded and I developed my technical knowledge and understanding of Cobra’s innovations, enabling me to resource organisations and improve performance for individuals.

hearing first-hand the innovations and future plans for both Cobra and PUMA product.

PUMA

KING

WHAT/WHO HAVE BEEN YOUR CAREER INFLUENCES? I’ve been really fortunate to have a lot of people who have had a really positive influence on myself personally. My first boss, Simon Swales, remains a very close friend, (too close actually, we have season tickets next to each other at Bristol City) and has been a constant influence in shaping my career. I also remain in contact with my college tutor, Neil Jones, who had a big impact on me both personally and professionally. The privilege of working in a large international company like PUMA, has given me so many opportunities to learn and develop my skills, and I have built some great relationships with people worldwide, and not just on the golfing side of the business. And of course it would be remiss of me to not name check my partner Portia and my parents who are usually my ‘guinea pigs’ for any product presentations and ideas – they give me great support!

Joe Folker joined The PGA in 2007 and after learning the ropes as an Assistant Professional at Radyr Golf Club in South Wales, he is now the Brand Experience Manager for Cobra PUMA Golf.

WHAT IS YOUR CURRENT ROLE? I’m currently Brand Experience Manager for Cobra PUMA Golf- so I have a really diverse role covering a lot of different areas within the marketing side of our business. As sponsors of The PGA EUROPRO Tour, I work closely with a group of players who we support with COBRA and PUMA products. I also manage our UK & Ireland-based athletes on the European and Challenge Tour. I also now manage a team of four Fitting and Training representatives, who carry out our Cobra Experience events across the UK & Ireland, and I also look after our trade

marketing needs, such as in store POS. The custom fitting side of the business is one that continues to grow, and I focus a lot of time on ensuring we have the correct components for our fitting accounts. As and when we have new launches, my team and I deliver specific product training on our latest innovations and products. A really exciting development is my involvement with our international product team, where I get to hear first-hand from our amazing R&D team based in America. This has given me an understanding and appreciation of the time and effort that goes into product creation, and the timelines the team sit on to deliver. It’s a really cool part of my role, seeing and

WHAT IS THE BEST PIECE OF ADVICE YOU’VE BEEN GIVEN? Show willing - sometimes you have to do that little bit more, to get the rewards or the opportunity you want. I also love the phase ‘Your opinion can’t be wrong… it’s YOUR opinion’ and you can apply that to all walks of life, not just work!

WHAT IS THE BEST PIECE OF ADVICE YOU WOULD GIVE? To see everything you do as an opportunity. You never know what impact any type of conversation can bring along down the line, and building relationships can open so many doors, and in turn offer up potential opportunities. THING YOU WISH YOU HAD KNOWN NOW? I think we all have so many experiences in life, and we can all learn from everything that happens, I believe you don’t ever fail, you learn- and I know I’m really fortunate to be working in an industry I love, and for a brand I’m passionate about.

June 2021

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