The PGA Professional magazine - May 2020 by The PGA

THE

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Volume 16 Issue 4 May 2020

THE NEW

‘NORMAL’? ■ GOLF UNDER SOCIAL DISTANCING GUIDELINES ■ LESSONS FROM OVERSEAS ■ GETTING READY FOR REOPENING

STARRING ROLE

PGA Social Media Campaign Puts Pros in the spotlight

ONLINE REVOLUTION

Lockdown fast forwards digital coaching

GETTING YOUR RETAIL BUSINESS BACK ON TRACK

CONTENTS FEATURES

06 16

40 42

REIGNITING YOUR BUSINESS

OPERATIONAL GUIDANCE Phased re-opening of golf

THE APPLICANCE OF SCIENCE An increasingly important weapon in your armoury and not just in times of social distancing

Time to knuckle down and preparing to re-open your retail operation

YOUR AFTER COVID-19 RETAIL MARKETING PLAN key marketing tools you should be using

INTERNATIONAL

LESSONS LEARNT Four International Member viewpoints on how they coped during the pandemic

COACHING

44 46

TIME TO REFLECT Resources at your fingertip to help

HOW TO SPIN YOUR CHIPS

INSIDE THE PGA

04 10

Learning from Jon Rahm

THE OFFICIAL PGA MEMBERS’ MAGAZINE

Editor: jane.carter@pga.org.uk PGA News and Features: steven.carpenter@pga.org.uk adrian.milledge@pga.org.uk Equipment and Trade Editor: nick.bayly@pgapublishing.co.uk Advertising Sales: ed.beale@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk Contributors: Jules Appleby, David Colclough, Antje Derks, Mark Hopkins, Me and My Golf Photographers: Getty Images, Adobe Stock Production Assistant: Kelly Lewis Design: Andrew Beavis

ROBERT MAXFIELD This month from The PGA’s Chief Executive

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

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

PGA RETAIL

23 32

TRADE NEWS Latest product launches and industry news

READY, STEADY, BE PREPARED FOR GO TGI Golf Partnership advice

MARKETING

MARKETING UNDER PRESSURE What you need to get ready to reopen

CLUB MANAGEMENT

MAKING THE MOST OF YOUR ONLINE CHANNELS? Ready for golf re-opening?

MEMBERSHIP

YOUR BENEFITS

34 37

HIGHER, FASTER, LONGER Closer look at the key irons trends

COLD COMFORT Second part of our series on A/W 2020 apparel

The PGA Professional

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

RECRUITMENT

#makinggolfhappen

SITUATIONS VACANT

The Professional Golfers’ Association Limited accepts no responsibility for the products or services offered by the advertisers in this publication nor does it necessarily agree with any views expressed, statements or claims made by the advertisers in this publication. ©The Professional Golfers’ Association Limited 2020 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photography and recording, without the written permission of the copyright holder, application for which should be addressed to the copyright holder (PGA). ®PGA is a registered trademark of The Professional Golfers’ Association Limited Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887 www.facebook.com/thepga www.linkedin.com/company/ professional-golfers-association www.twitter.com/thepga www.instagram.com/thepga www.youtube.com/thepga

PROSTATE CANCER RESEARCH IS AT A STANDSTILL Prostate cancer does not stop for Covid-19. We urgently need your help to ensure vital research into better tests and treatments can continue beyond the current crisis. You can help protect the lives of thousands of men. Text HELP to 70004 to donate ÂŁ5 or donate online at prostatecanceruk.org/help

Text costs ÂŁ5 plus your standard network charge. Prostate Cancer UK receives 100% of your donation, T&Cs apply https://prostatecanceruk.org/smstcs Obtain bill payers permission. Customer care 0800 082 1616. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887.

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Men, we are with you

FROM THE CHIEF EXECUTIVE

know that for many of you the time cannot come soon enough for golf to be “open for business” and, as I write this column, the signs are promising. The PGA has collaborated at the highest levels with the R&A, other professional member organisations and our representatives in Parliament through the auspices of Craig Tracey, Chairman of the All Parliamentary Golf Group. Its due to this close collaboration that the game has been able to present such a good case to Government so that as the lockdown starts to ease in the UK, we are hopeful golf will be amongst the first wave to reopen as has already been announced in Ireland. Whenever that comes, we cannot underestimate the pressures it will bring. Social distancing will be with us for many weeks, possibly months and PGA Members- wherever you are in the world- will be at the centre of managing all it entails.

communication to Members, customers, your own staff and between the wider workforce at your clubs. Our advice is to be in constant dialogue with your facilities, as each day will bring a different challenge that will need to be assessed and incorporated into your daily work routines. Many of you will feel pressured to undertake work or make changes that do not conform to the social distancing guidelines. As an industry we will be communicating to golfers and facilities that the guidelines must be adhered to. It has been made clear that the Government will not hesitate to withdraw its support for golf being open if we cannot demonstrate that the game can be played safely, not just in the short term but for many weeks to come. You will be busy and as well as managing the day to day operations of your clubs, I know many of you will be wanting to begin coaching and retailing once again. It has been a long wait and we can understand the financial pressures that many of you are facing. But please be mindful of your health and wellbeing. You will

“

The industry and no doubt media focus will be on ‘play safe’ as we emerge from lockdown but for you the priority must be work safe.....we will be with you every step.

Over the past few weeks, the industry has recognised the pivotal role that PGA Members and indeed all professional employees play in the successful running of golf facilities. That recognition is long overdue but now the focus will be on you at the very front line when we reopen. Golf will be looking to you to take the lead in meeting the day to day challenges that social distancing will bring. I cannot emphasis enough that first and foremost, your own safety and that of your teams is paramount. We recognise there will initially be great demand for golf and with that will come the stresses and frustrations of members, visitors and employers. We are already hearing from Members overseas that when golf opens the pressures placed on the professional teams in the first few weeks have been huge. You need to stay firm. We have produced a comprehensive set of guidelines which many of you will be working to implement over the coming days. Not every facility is the same and as with all these situations, common sense and compromise will be important. As will The PGA Professional

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be raring to go but there will be long days and hugely different working conditions and in the same way same way as lockdown took its toll, you will also need to acclimatise to the new way of working. The Association is here to support you. Over the past few weeks, we have contacted more than 7,000 of you and our Membership support teams have dealt with hundreds of individual issues. We have no doubt there will be more of a different kind in the months ahead and would urge you to contact us for help and advice. We, too, support. We, too, will be learning but together we can support each other. The industry and no doubt media focus will be on ‘play safe’ as we emerge from lockdown but for you the priority must be ‘work safe’. We will be with you every step. Once again, our best wishes to you and your families.

Robert Maxfield Chief Executive

FEATURE

OPERATIONAL GUIDANCE

FOR THE FUTURE PHASED RE-OPENING OF GOLF FACILITIES

Here we outline the industry’s operational guidance for professional staff engaged in the management of golf courses, clubs and driving ranges that may be adopted when government COVID-19 restrictions permit the re-opening of golf facilities. These guidelines may be updated depending on further government guidance or amended social distancing measures.

INTRODUCTION The COVID-19 pandemic has resulted in the closure of golf facilities. At some point these restrictions will be lifted, most likely on a phased basis, and golf will open for business once again. It will be essential that golf re-opens in a responsible and safe way and that government advice and policy are adhered to at all times. See the links below for the current guidance:

UK link - https://www.nhs.uk/conditions/coronavirus-covid-19/ Ireland link – https://www.gov.ie/en/campaigns/c36c85-covid-19coronavirus/ The purpose of this document is to offer practical advice and guidance across a number of areas to help golf clubs and courses, driving ranges and their professional staff to prepare for re-opening when the government advises that it is safe to do so. This guidance has been prepared and is supported by key stakeholders in the golf industry with a view to ensuring the safety and wellbeing of golfers and members of staff alike. The guidance in this document is split into a number of areas: Preparing the golf course Starting a phased return to play Starting PGA Professional services Starting clubhouse management and administration Resuming full services PREPARING THE GOLF COURSE Golf courses have been permitted to carry out essential maintenance during the period of course closure. If government regulations allow increased maintenance levels, then the primary consideration should continue to be ensuring staff safety.

May 2020

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FEATURE

Measures relating to staff should include but not be limited to: • Ensure suitable disinfectant and hand sanitiser is provided in all communal areas • Stagger working hours and break times • Limit or prohibit use of communal areas • Ensure there is a robust lone working policy • Encourage staff to bring their own food and drink for their breaks and for this to be stored safely and separately • Appoint a senior member of staff to be responsible for disinfecting / sanitising all surfaces that are touched, for example door handles, fuel pumps. The same member of staff should be responsible for opening and closing doors to the maintenance facility • Ensure team meetings, if they are necessary, are held outdoors or in large indoor spaces with physical distancing implemented • Utilise modern communication methods, for example online systems, mobile phones etc. for team communications rather than indoor briefings and job sheets • Ensure there is a high focus on hygiene and physical distancing • Ensure staff members work separately, not in pairs / groups where possible • Allocate individual machinery to one staff member only • Fully sanitise all machinery after use, focusing on all areas that the staff member has come into contact with

OBVIOUS ISSUES WILL BE: • Reduced pace of greens through higher cutting heights • Higher cutting heights in all / most maintained areas • Lengthier rough areas, particularly in ‘out of play’ areas • Untidy bunkers • Lack of golf course furniture such as bunker rakes, bins, ball washers, benches

N.B. Where this document refers to ‘sanitisers’ and ‘sanitising wipes’, please follow government recommendations; this would usually advise that these should be a minimum of 70% alcohol based.

Whilst some golfers may be disappointed with conditions, it does present an opportunity to remind golfers of the fine balance between turf health, maintenance cost and presentation. It may be that golfers enjoy a more natural, less manicured feel to the golf course and some of the changes may become permanent. In returning the course to a more ‘normal’ condition, greenkeepers will ensure that heights of cut that have been raised during the course closure period are reduced slowly so as not to put undue stress on the plant. If heights are reduced too quickly it will encourage disease and weed / pest encroachment. Additionally, it is likely that annual maintenance plans for the course will have been severely affected by the course closure period, this means that some projects planned for 2020 may be delayed or cancelled. Consideration should be given to the amount of invasive maintenance, such as aeration and topdressing that needs to take place in light of the shortened golf season. This may have an effect on the quality of surfaces in the longer term. It is possible that staff levels or hours of work will remain at a reduced level during the initial stages of play being permitted so progress may be slower than usual.

COURSE CONDITION: It is likely that due to reduced maintenance it will take some time for the course to return to ‘normal’ condition. It is important to manage golfer expectations and explain that the conditions they will experience are the result of limitations imposed by the pandemic essential maintenance safety measures and not through neglect.

STARTING A PHASED RETURN TO PLAY PLAYING ON THE GOLF COURSE When governments and authorities give express consent, play may be able to begin in a regulated way. Looking ahead to this time, facilities are advised to begin planning for a range of procedures that may be insisted upon to allow safe play to take place, including but not limited to:

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FEATURE

• Play should be managed by the professional staff / starter and they should remind golfers of the guidance on social distancing and safe play (see below) • This guidance and advice for golfers should be posted on websites and on tee times booking pages • Tee time booking should be done online if at all possible • Consider increasing the time between tee times to allow for easier social distancing • Consider restricting number of players in a group • Consider playing a reduced number of holes (e.g. 9 holes) • Any payment should be taken online or by contactless methods • Clubhouses may initially remain shut so ask people to arrive shortly before their tee time (e.g. 10-15 minutes) and change their shoes etc. in the car park • Consider the layout of the car park for easier social distancing • Consider access to toilets • It may be necessary to employ marshals on the golf course to ensure that the social distancing directive is maintained between players • Remove the flagsticks or ask golfers to leave the flag in at all times. If the flagstick is left in, use a hole liner system that means that the ball doesn’t drop and can be retrieved without touching the cup • Remove the bunker rakes and cover or close ball washers and any other course furniture that would otherwise be touched • Cover or remove all benches / seating from the course if possible • Golfers should be asked to leave the venue as soon as their game is completed Once the details of the Government’s COVID-19 restrictions are known, staff will need to finalise the “safe play” procedures and communicate these to the golfers. Plans should be put in place to ensure that any practices required of golfers before, during and after the round, including communications of temporary provisions relating to the playing of the game, can be easily and effectively communicated in advance, and reinforced when golfers arrive to play. It may be appropriate to send these guidelines, once finalised, to members, place these on the online booking areas of a website and also place signage on the first tee as a reminder. DRIVING RANGE USE The safe use of a driving range or practice area must also be considered. It should be noted that driving ranges might not necessarily be allowed to open at the same time as golf courses.

Safe use procedures include but are not limited to: • If bays are not separated by partitions or walls, close every other bay to allow for social distancing • Make sure the ball washer has soap in the machine • Provide sanitising wipes for people to use as required • Clean the ball dispenser surfaces frequently • Coach on the side of the range that fewest people have to walk past • Ask people to use their own equipment Driving range users should be advised of the “safe use” procedures once finalised. STARTING PGA PROFESSIONAL SERVICES When the PGA Professional’s shop opens guidelines will need to be kept under constant review as government advice changes. The safe use of the Professional’s shop will require the adoption of a range of procedures including but not limited to: • There should be clear external signage to inform golfers a maximum of 2 golfers will be allowed in the shop at any one time (this may need to be 1 golfer at a time for small shops) • For larger shops, agreed numbers of customers may be permitted to enter but this must be in line with social distancing recommendations. Larger shops may also wish to suggest a route to be taken around the shop by use of arrows on the floor • Staff shift patterns should be amended to take account of government advice, ideally one person working at a time – this may result in a lower staffing level in the shop than normal and a more basic service may be offered on initial opening  • Staff in the shop must conform to government advice on social distancing – ideally one person at a time working in the shop, if this is not possible, then a 2 metre distance should be kept • Shop staff should wash hands regularly, as required • Ideally one member of staff would use the till during a particular shift – if multiple people are operating the same till then hands should be washed / sanitised after each transaction • There should be a clearly defined queuing area outside the shop where golfers must adhere to social distancing of a minimum of 2 metres  • Hand sanitiser should be positioned at the entrance to the shop and all customers should be asked to sanitise before entering

May 2020

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• The shop door could remain open to avoid contact with handles by golfers and to easily view number of customers in the shop • In store signage should direct customers to the till area and then back out of the shop • Transactions should be by customer account or card only   • Sanitiser wipes should be provided for use before and after each transaction  • Rental trolleys will not be available unless handles are able to be removed and sanitised between each use  • Buggy use should be reviewed in latter stages of ‘return to golf’. When this service is offered, it should be on the basis of one person only hire, with strict sanitisation between hires  • Where possible, a clear screen should be employed to protect shop staff • Ideally, the shop should be merchandised with essential items positioned close to the till area, especially given possible lower levels of staffing  • Other transactions requiring advice will be located in an area where shop staff can offer advice whilst also observing safe social distancing of 2 metres   CLUB FITTING SESSIONS   Any club fitting sessions carried out both internally and externally should adhere to the following guidance to ensure safety of both customers and professional staff: • This service should only be offered by prior booking • Hand sanitiser should be positioned at the entrance to the club fitting area and all customers and fitters will be required to sanitise before entering   • Customer advice signage should be placed prominently when entering the fitting room or zone to notify the measures and procedures in place  • A strict 2 metre social distance must be adhered to between the fitter and the customer  • All golf fitting components must be sanitised after every use with a conforming alcohol sanitising wipes before being returned to its storage location • Particular attention must be given to the sanitising of the club grip and the passing of component clubs between fitter and customer  • Golf balls used in the club fitting must also be kept clean to avoid cross-infection between customer and fitter  GOLF COACHING Any golf coaching should adhere to the following guidance to ensure safety of both customers and professional staff: • Promote coaching and playing lessons that takes place outdoors and ideally on the course although social distancing must still be observed • If at all possible, don’t coach in an indoor studio, but if doing this, social distancing guidance must be followed • If using a practice ground or similar, create a 2 metre exclusion zone around the lesson tee/golfer that no one enters • If you have to move a player into position, use an alignment stick, which is easy to wipe down with a sanitising wipes before and after the lesson • Wash hands with soap and water before and after the session

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• Provide sanitising wipes for you and your golfers • Offer short game coaching sessions that allow the golfers to use their own golf balls, that way they are not sharing equipment that other people have touched • Take flags out of the holes on practice areas STARTING CLUBHOUSE MANAGEMENT AND ADMINISTRATION These guidelines will need to be kept under constant review as government advice changes. It may be necessary to agree a periodic / weekly review meeting with club staff. • The management and administration of the club will in many ways remain focused on its core objectives. However, certain procedures and policies will need to be introduced or amended to ensure the welfare of the staff, golfers and those outside personnel who will visit the club in their normal working day i.e. delivery, maintenance and even emergency personnel • Whilst the clubhouse may remain closed for the initial period, there will be a need for the management of the club to be maintained. At this time offices and administration areas should not be available for golfers or visitors to frequent or visit. All members and visitors will need to be made aware of the alternative communication channels that are available to them • Those responsible for overseeing the running of the club, Owners, Directors and Committee members, need to agree and adhere to a cohesive policy and set of procedures that are delivered on a consistent basis • The club administration areas and offices will need to be sufficiently arranged to ensure that either lone working (split shifts) or adequate social distancing is adhered to. Should there be need to provide a reception facility, then adequate protective screening will need to be deployed • Hand sanitisers and only disposable hand towels should be used for staff toilet facilities - regular cleaning procedures will be required for these areas • In the instance of maintenance personnel being involved in clubhouse activities, they should be suitably attired with protective clothing and report in and out of the facility • Administer the arrangements for playing golf as outlined above • In the event of Clubs offering a take-away coffee / tea service enforce social distancing rules and ensure staff wear protective gloves. All drinks or snacks are served in either plastic or paper containers • Should the decision be made to open the locker rooms and toilets, then there is a need to ensure they are cleaned and sanitised at regular intervals • Ensure all safety measures are shared with all employees and that their health and wellbeing is the number one priority, encourage them to share any concerns and empower them to request that golfers adhere to social distancing measures and report any issues to managers RESUMING FULL SERVICES Over time the full services provided by the club and professional staff will resume. However, it must be noted that there may be certain restrictions in place for some time, such as a degree of social distancing, that will necessitate a phased return to full operation. ●

NEWS

GolfSixes hailed as ‘game changer’ The Golf Foundation’s GolfSixes League continues to attract more juniors into the game with statistics from 2019 showing the amount of clubs participating in England grew by almost 50 per cent. A study carried out by Sports Marketing Surveys Inc has found the six-hole team format for juniors was played by more than 2,670 boys and girls from 233 golf clubs across 52 junior leagues last year. There was an overall increase in participation of 35 per cent across England, Scotland and Wales, and GolfSixes was also trialled in Ireland for the first time. Brendon Pyle, Chief Executive of the Golf Foundation, commented: “All our feedback suggests that GolfSixes League now offers a real opportunity to help change the perceptions of golf among the wider public, which is priceless for the sport and a possible game changer.”

Peter Gill

(1930 – 2020)

Peter Gill, an Honorary PGA Member who combined his duties as a club pro with challenging Europe’s elite during a career that lasted more than 50 years, has passed away at the age of 89. Peter, who was made an Honorary PGA Member in 1999, a year prior to retiring as head pro at Knole Park Golf Club, Kent, contracted and succumbed to COVID-19 in hospital. Born and raised in Aldridge, West Midlands, he spent his working life in golf, beginning as a trainee with Charlie Ward at Little Aston. Having received a priceless golfing education, he moved on to The Addington Golf Club in Croydon and then Surbiton Golf Club, Surrey. He won the PGA Assistants’ Championship at Hartsbourne in 1959, the success coming three years after Neil Coles was victorious and six prior to Tony Jacklin following suit. Peter was appointed head professional at Gatton Manor Golf Club, Surrey, shortly afterwards and moved to Knole Park in 1976. Peter, who was pre-deceased by Doreen, his long-standing partner, is survived by Peter and Penelope, his son and daughter. The PGA extends sincere condolences to them, his family and friends. Link to full obituary.

Welsh pro of the year

Natasha Gobey has had such an impact in the 18 months she has been back as a club professional that she has now claimed the Wales Golf PGA Pro of the Year Award. The former Wales squad amateur went to America on a golf scholarship before completing her PGA training and turning professional while working at The James Andrews School of Golf in East Sussex. She enjoyed a short six-month spell at the Tony Valentine Golf Centre before returning home to Rhondda and she is now based at Bryn Meadows Golf Hotel and Spa. The 28-year-old has demonstrated outstanding success growing the game of golf and increasing participation at any club she has been a part of. “It feels a bit surreal to get this award, I am really chuffed,” said

Gobey. “It is nice to get recognition for something you are passionate about.” Gobey’s commitment to school outreach work has seen Bryn Meadows successfully awarded two Golf Roots grants to continue engaging with over 2,500 children.. Her work has brought substantial increases to the numbers in weekly coaching at Bryn Meadows, starting with ladies and juniors through the Wales Golf New2Golf scheme but now also including a new men’s group. Gobey continued: “One of the key challenges was to break down the barriers that golf faces such as being seen as expensive and unwelcoming, so getting involved in the local community and inviting them up to Bryn Meadows was my biggest focus.”

New weekly webinar service PGA LIVE is a new weekly webinar series launched to provide the Association with another key communication channel to engage with its 8,000 Members around the world. The weekly webinars will cover a wide range of topics, from Membership Service and CPD, to the future plans and aspirations of the Association and latest industry developments.

The first webinar took place on April 23 where PGA Chief Executive Robert Maxfield provided an update on the current activity to support the Membership during the COVID-19 pandemic. Maxfield also answered a list of questions supplied by PGA Members. Details of future webinars can be found by visiting the PGA LIVE section on the PGA website.

May 2020

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Stephen Plane - PGA Professional Banstead Downs Golf Club

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

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

COVID-19 NEWS

Keeping juniors happy at home GolPhin and its GolPhinForKids Academy has been pro-active in keeping juniors engaged with golf throughout the lockdown period with their newly created digital initiative - MyPathway2Golf@Home. GolPhin’s hugely popular interactive app includes high-quality instructional videos, skills challenges, on-course scoring, leaderboards and personalised profiles. It also offers games, quizzes and coaches’ tips all created specifically to be carried out in the safety of the family home or garden. Coaches can communicate directly with the children on a one-to-one basis or as a group and they can assign children with skills challenges and other tips to get fit and ready for golf. Parents are sent notifications of all communication between the coaches and children - this helps create engagement between the coach, the club and the entire family. GolPhin Founder and PGA Member, Calum McPherson, commented: “Helping golf facilities and PGA Professionals connect with their junior members can only be done remotely, for the time being, so we’ve adapted our initial MP2G App to do just that. It’s proving to be a big hit with kids from all over the world registering – and it’s all absolutely free.” For more information visit uk.golphin.com

Preparing for life after the lockdown Brocton Hall head PGA Professional Nevil Bland ha been taking bookings for lessons and fittings from April 27 onwards despite having neither the prophetic powers of Nostradamus nor an insight as to when the lockdown will end. In doing so, however, his logic and foresight in reminding the Staffordshire club’s members that he is still in business are faultless. Bland explained: “I’ll move all the bookings back week by week if I need to.” Similarly, he is keeping in touch with Brocton Hall members and his fellow PGA pros via Houseparty, a free app that facilitates face-to-face contact with friends or colleagues.

Davies delivers a double whammy Advanced PGA Fellow Professional Alistair Davies has enlisted the support of 15 other coaches to help golfers practise during the lockdown and raise cash for the NHS. Davies, 45, director of the Hit Golf Academy at the Forest of Arden near Coventry, compiled a video featuring game improvement drills that can be done either indoors or in the garden. The drills have been supplied by a who’s who of golf content creators

including fellow PGA pros Rick Shiels, James Robinson, Chris Dennis and Davies himself. Broadcast on YouTube, the video has attracted more than 6,000 views within five days of its release. Commenting on the idea, Davies said: “I thought that with golfers unable to play during the lockdown it would be a helpful to give them some practice drills they could do at home.

Kitchen lessons are a big hit Richard Ellis’ weekly coaching sessions live from his kitchen are proving a big hit for golfers and his fellow PGA Professionals. Ellis, director of REAL GOLF, has been running the hour-long webinars since lockdown was announced in March. They are packed with knowledge to help with game improvement while stuck at home. People sign up the sessions on a ‘pay as you wish’ basis and Ellis has been giving 50 per cent of his lesson fees to charities. So far almost £3,700 has been raised in just five weeks. To find out more visit www.real-golf.org. Ellis commented: “We are thrilled to be able to share the Real Golf coaching philosophy with so many and to provide sanctuary and muchneeded normality to our old and new friends during this difficult time.”

Free lockdown lessons Whittington Heath Golf Club’s PGA Professional team are offering free coaching and tips during the lockdown. Mike Raj says his team are keen to support golfers and help them to improve their game for when the lockdown is lifted. He said: “We thought that if people wanted to send us videos of their swings, we could analyse

them for free and email them some feedback and advice. “We know there are a lot of people out there who love their golf so we just feel this might be something for them to focus on, giving them something to work towards and keep their spirits up.” After the lockdown, the team will be offering a prize for the most creative home practice video.

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BE PART OF THE PGA’S NEW

SOCIAL MEDIA CAMPAIGN The PGA has launched a brand new social media campaign to showcase the vast array of innovating coaching videos being made by its Members and to help them grow their online audience. An investment has been made to re-launch The PGA’s YouTube channel as a ‘hub’ to showcase engaging video content created by Members around the world. From lockdown video lessons during these unprecedented times, to other fun activities at home or more technical lessons around the golf swing or putting, The PGA is inviting you to share or submit your videos for use on the channel. We are interested in all types of coaching content, but at this time we feel golfers are looking for training, drills and practice techniques they can do at home, or as we are calling it ‘Lockdown Learning’.

WATCH OUR ‘LOCKDOWN LEARNING’ ADVERT

OTHER VIDEO PLAYLISTS SET UP ARE: • • • •

Fun Activities Fun and Games at Home The Swing The Mind

• • • •

Driving Iron Play Short Game Putting

The PGA will promote and showcase your videos to the golf industry across various social media platforms, including Facebook and Instagram. Golfers will be invited to consume your content and subscribe to the our revamped channel, with a chance to win some amazing prizes.

VIA EMAIL Email your YouTube videos links to media@pga.org.uk. Please add a note saying which playlist(s) the video can be added to along with your name, golf club/facility, PGA region, coaching specialism, technology used, any social media handles, your contact details and other information (famous pupils, coaching rates etc). VIA DROPBOX Those Members who are creating new video content, please visit our PGA YouTube Videos DropBox. Create a new folder by clicking ‘New folder’ in the right-hand menu. Give the folder a name (eg Joe Bloggs) and upload your video files into the folder. Please upload a word document to the folder with the following information: your name, golf club/facility, PGA region, coaching specialism, technology used, any social media handles, your contact details and other information (famous pupils, coaching rates etc). If you require any further help on how to send in your video, email media@pga.org.uk.

iting This exc n is open campaig embers to ALL M g re invitin and we a r u o bmit y you to su OW! videos N

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HOW TO SUBMIT YOUR VIDEOS…

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INTERNATIONAL

LESSONS LEARNED FROM AROUND THE GLOBE The coronavirus outbreak is continuing to impact PGA Members and golf facilities around the world. The UK remains in lockdown but there are signs that could be lifted in the coming weeks and golf could be set to re-open. We spoke to to four PGA Members in different countries around the world to see how they coped with the COVID-19 pandemic and to find out what measures they took

DAVID SHEPHERD

DENMARK

In Denmark, coronavirus cases and fatalities have been much smaller when compared to other European countries. David Shepherd is the chief executive of The Scandinavian Golf Club, which is based 25 minutes north of Copenhagen. He speaks about what other countries can learn from Denmark after lockdowns are lifted.

ANDREW SMITH

CHINA

Andrew Smith, who runs his own International Golf Academy in Genzon Golf Club, Shenzhen, first heard about the virus when he returned to China at the start of January after visiting family over Christmas. By the end of month he took the decision to close his academy as the scale of the COVID-19 pandemic soon became clear. “From January 25 the academy closed to prevent the spread of the virus and keep staff and customers safe,” said Smith. “Being in isolation wasn’t about what you want or like it’s a must! It saves lives. “Also, here in China, if the Government says something must happen, it happens! I enjoyed the time at home spending more time cooking and relaxing, it also gave me more time to spend with my wife.” Golf facilities across China have steadily re-opened but returning to any sort of normality seems way off for Smith. He continued: “After we reopened we continued to check people’s temperature, we recorded who entered the academy and where they had been recently, using a location app. “For the last two months all industries have been hit hard, but golf has continued to be played, there are less people taking lessons and we have suspended the junior classes until the children return to school. “Golf courses around Shenzhen generally closed their clubhouses and changing rooms, some clubs closed completely, but gradually started to reopen. I expect the golf industry here to start to recover as from mid-May, but this doesn’t mean we shouldn’t take it for granted that the virus will have gone. Business as usual is more likely to be the end of the year.”

May 2020

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INTERNATIONAL

BRODIE MACDONALD

ITALY NICK BANKS

AMERICA The state of New York has been one of the worst hit COVID-19 areas and was confirmed as an epicentre for the virus. Nick Banks has worked at some of the top facilities in America and he is currently the head professional at The Vineyards Golf Club in Long Island, New York.

ANDREW LAIRD

CHINA

Andrew Laird, the Director of Golf at Shanghai Sheshan International Golf Club, explains how his facility dealt with the impact of COVID-19 and reveals what lessons the UK and facilities around the world can learn after lockdown.

The PGA Professional

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Italy has been one of the worst hit regions following the coronavirus outbreak with more than 26,000 deaths since its first case on New Year’s Eve, 2019. Brodie MacDonald is the general manager at Royal Golf Club La Bagnaia in Tuscany. He explains what implications the effect of the COVID-19 will have on his facility and golf in Italy. He said: “As the current situation is beyond our own control, it’s an extremely frustrating period for many reasons. “Most of us have endured a long winter period, the season was just beginning, the weather is nicer, warmer, longer daylight, many future bookings filled the tee sheet and hotel. “The return of the international market with international guests picking up and Easter holidays were not far away. “Loss of revenue and cash flow has become a serious cause for concern as no one knows the period of lockdown and the post pandemic fallout. Other concerns are local market confidence, how many reservations cannot be relocated and the timeline for tourism recovery. “I fear the seismic pandemic faced in Italy that was reported worldwide in true dramatic fashion while other European and American countries were yet to encounter such disruption or chaos may prove extremely difficult for the speed of Italy’s tourism recovery.” Lockdown measures in Italy look set to be relaxed as the country attempts to return to some sort of normality. Asked what lessons might have been learned, Brodie added: “The information was ever changing, adaptability was the only course of action. “I took the opportunity to speak with other club managers and pros in the region to learn what they were implementing. “These waters are unchartered but having to deal with such complexities I would have liked quicker and decisive action from our club’s governing body. “The GCM team are taking the opportunity to complete some special projects that we wouldn’t normally be able to conduct during this month. As this year’s budget is already irrelevant the next task will be to prepare some post lockdown scenarios for the remainder of the year, best case and worst case.”

FEATURE

ALL ABOARD THE TECHNOLOGY TRAIN n BY ADRIAN MILLEDGE

Online coaching is becoming an increasingly important weapon in a PGA Professional’s armoury and not just in times of lockdowns and social distancing.

he advantages golf has over many other outdoor sports are well-documented. Unlike almost all of them, aside perhaps from croquet and bowls, it can be played by participants of any vintage – from toddlers to nonagenarians. Similarly the handicapping system enables players of differing standards and genders to enjoy meaningful and competitive encounters. Marry these two factors and whole families can play together and do so competitively. There’s is another plus point to golf that also trumps many other pursuits but can go unnoticed, however. That is its capacity to be coached and to coach remotely. In that respect, Alice Hewson, a rookie on the Ladies European Tour and winner of the last tournament before lockdown is a prime example. She kept in touch with her UK-based coach via Facetime during the four years she spent at college in the USA on a golf scholarship. Hewson, who is coached by Rob Watts, a PGA pro at Castle Royal Golf Club, Reading in Berkshire, explained: “I’ve been with him nearly five years now. “I’m moving in such a better way than I was five years ago. When I was in the States we’ve communicated via Facetime. “I had lots of access to Trackman at my college so I had my Trackman numbers in front of me for virtual lessons. Then, I’d

catch up with him in person when I came home in the summer and at Christmas.” Hewson’s experience endorses the view of Dean Halford, a PGA pro and a pioneer of online coaching when he linked up with Golfshake.com a dozen years ago. “When you think how old-fashioned the game has been I think golf embraces technology, coaching and media better than any other sport,” he says. By way of an example, take a wannabe Ben Stokes who wants to perfect his cover drive or has issues with his footwork. Whereas a golfer can despatch a ball into a practice net or chip it towards a nearby target, film the shot on his smart phone or tablet, and send the video to his coach for comment and correction, the cricketer needs a third party or bowling machine to deliver the ball and execute the shot. This plus point has been accentuated during the lockdown with, as related in the April issue of The PGA Professional magazine, golfers and coaches devising myriad ways ranging from the Heath Robinsonesque to the innovative to practise and record their efforts. The chances are that, when the lockdown ends and life returns to normality, this will lead to many PGA pros adopting technology to expand their coaching operations. As the following stories illustrate, however, a good few are already on board the technology train.

May 2020

www.pga.info

FEATURE

BEN MASON

KEIR MCNICOLL

Head PGA Professional iGolfStudio, Sheffield

Carnoustie Golf Links head PGA Professional

“I use CoachNow to record elements of the sessions that are important for my students to remember. These include how I want them to perform a drill or how they need to be practising. “They will have access to this recording in their own locker within the app straight away and can refer to it while they are practising. “The locker also allows them to post videos of their swings, practice sessions or stats from their rounds. “I will also post videos in a client’s locker to act as a reminder on what we have worked on. This keeps them on track between sessions and gives them a gentle reminder I’m thinking about them and care about their golf. I’ve found this helps build positive relationships. “CoachNow also allows me to post content to multiple or all my clients - I may have a golf day coming up, for example, or need someone to join me in a pro-am. “Because of the way I am able to use CoachNow my retention of clients has increased - their golf has improved and that helps attract new clients.” CoachNow has also come into its own for Mason during the lockdown “My focus during the lockdown has been keeping in touch with current clients remotely,” he adds. “Using either CoachNow or the V1 Video Analysis. I have been posting videos on my private Facebook group for clients to give them ideas how they can maintain or even improve their golf at this time. “I have also been using FaceTime or Facebook video calling to deliver some remote coaching to current clients and some of the Touring professionals I coach.”

McNicoll was introduced to CoachNow by Scottish Golf as it was a requirement of his role as a Development Academy Coach and has used it ever since. “I have continued to utilise this coaching tool as I find it a great way to make notes, both video, audio and written during a session,” he says. “This allows the client to see the notes when away from the session and me to know what to look for and what to talk about when they arrive for the next one. “It keeps continuity during sessions and also allows the client to contact you in between if they need assistance. “This is great from a customer retention point of view as it allows you to market direct to them at a click of a button. “Another plus point is that the notes can be snappy and quick and I always do them during a lesson rather than afterwards. Consequently no time is wasted compared to when I used to email clients after sessions.” McNicoll also uses an online platform called MyPathway2Golf that, produced by Golphin, enables him to keep track of the progress the children on the club’s junior development programme are making. “There are more than 200 kids without a handicap on the programme,” he explains. “This tool makes it easy for them to keep up to date with skills challenges and, most importantly, their scores on the golf course. “MyPathway2Golf has recently become available as an App and, as well as helping coaches, I feel it will be more useful for parents and children. Hopefully it will inspire the kids to play more golf and fall in love with the game.”

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May 2020

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FEATURE

PAUL ASHWELL

COLOUR PATH GOLF

Head PGA Professional St Ives Golf Club, Cambridgeshire, and England National Squad Coach

PGA Professionals John Glenn and Kevin Merry, who are based at The Buckinghamshire Golf Club, have created Colour Path Golf, a series of coaching programmes designed to make the game simpler for coaches to teach and students to learn. There are multiple products in the COLOUR PATH GOLF® range which are designed to be used in conjunction with an online library of drills, games, lesson plans and coaching programmes. “We use a couple of platforms to certify our coaches, particularly CoachNow,” says Glenn. “When guys get certified to run Colour Path Golf we’ve built platforms and channels within that and they can access the videos, PDFs, and drills. “Many pros say they are not very good with online lessons but they don’t have to do it that way. Remote coaching is still having a chat with someone – like a Facetime call. “I’m now working on getting all our certified guys on Zoom calls in the next few weeks. It’s not just about plugging Colour Path Golf, it’s to get them all together and share ideas and help each other out during the lockdown. In that respect Glenn and Merry have established a coaching community to help pros communicate and share ideas. “I’ve also created my own YouTube channel as a result of the lockdown and done a series of putting videos. I’ve been doing one every few days – I’ve sent the details to our golf club members and coaching database.”

“I’ve used the Gasp video system for a number of years now. Typically, towards the end of a session I’m able to record a video summary of it. “I’ll add a commentary – do some comparisons and maybe show progression through the session. It results in three to five minutes of video which is uploaded for the pupil to watch on their computer or phone. It’s linked through our golf club website and, as an aide memoire, our regular pupils have found that very valuable. The system can work in reverse insomuch that a pupil can send in a video for Ashwell to look at – in normal times, that is. “Unfortunately our system is at the golf club which is under lockdown conditions so I’m unable to do that at the moment. If I used the Gasp system on a laptop which is portable, I’d be able to. “A pupil could send me a video of them practising in the garden during lockdown and I would be able to analyse their swing, draw lines on it, do a swing comparison with Rory McIlroy or whatever is appropriate. I could then upload this for them to view at their leisure.” By way of getting round the lockdown and not having access to his Gasp software, Ashwell is using more basic communication platforms to keep in touch with his students. Moreover, he’s doing it to maintain relationships and out of goodwill as opposed for commercial reasons. “I’ve also created my own YouTube channel as a result of the lockdown and done a series of putting videos. I’ve been doing one every few days.”

Paul Ashwell Golf Coaching

The PGA Professional

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Colour Path Golf

FEATURE

CHARLES SANDISON-WOODS Lead Middlesex County Coach “Every coaching session I run begins with a test from the previous lesson element covered. All results are shared from Trackman/SamPutt lab or Capto/ Hackmotion by email or in CoachNow or WhatsApp. “Camera evidence or explanation is also shared via Gasp Lab into CoachNow for a continual learning journey and reference point to be with the player at all times. “Key points of the lessons, video recap, and homework drills are all filmed and shared in the app for players to keep learning outside of the lesson. “All homework, practice, rounds of golf and anything golf-related from hotel to walking in the park drills are shared and recorded into CoachNow. “In terms of increasing or retaining business I have players all over the world sending, sharing and improving using the app as per the scenarios I’ve mentioned. “When it comes to coaching juniors, I can include parents in the group so it is always transparent board and transparent. This also enables me to help parents guide their kids through golf to elite levels or just for enjoyment for life. “It also helps us shape and guide them as wellrounded human beings by asking them to do small tasks daily routines that mean you learn how to build successful behavioural patterns from a young age onwards. “This all provides a history of the player’s journey when it comes to retaining them or reminding them of the overall growth within times of downward cycles.”

CSW Golf

ALEX MOLLIN Titleist PGA Assistant of the Year and Ladies European Tour PGA Female Assistant of the Year 2014. Advanced PGA Professional at Royal Jersey Golf Club “I have been a regular user of Trackman since 2014 and screencasts are now an integral part of my coaching practice. At the end of swing lessons, clients receive a Trackman screencast that summarises the main components of each session. This may be reviewed at any time and builds up a library of progress for reflection. “Clients find this very beneficial and are keen to receive their screencast at the end of each lesson. This has also become a key selling point when new players come for coaching as they have heard about this service as a part of the package. “I have also used CoachNow, for several years. For lesson notes, videos, drills and exercises a training space is created. This is also an effective way of communicating, where players may upload questions, scorecards and other information and provides a great opportunity for dialogue in an appropriate forum. “The CoachNow team function is also good especially when it comes to the Tee-Birds golf society I run. I founded this to give women of all ages the playing and coaching opportunities and the app helps me communicate with members and organise events. “I find I’m using WhatsApp more frequently because of its simplicity and the fact that many people are familiar with it and use it regularly. It’s a simple and effective way to keep in touch with and promote lesson availability for both groups and individuals.”

Tee Birds

May 2020

www.pga.info

FEATURE

ROBBIE KING

JONATHAN WALLETT

Head PGA Teaching Professional, The Carrick Golf Course, Scotland

PGA Advanced Fellow Professional and European Tour coach

“I estimate 30 to 40 per cent of the 180 golfers I have loaded on to CoachNow use it regularly to its full potential. The guys that come to me as referrals use the platform regularly and it’s fair to say those are the ones that improve the most. “When players share their practice, I share this on social media (with their consent). Now I get players reminding me to share theirs, if I forget. It’s almost a competition between them to show who’s practising the most. “Online coaching has made a big difference with my coaching business.”

“I feel each person has their ‘go-to’ apps and as a coach you just fit in with them. I use WhatsApp mainly and that works well. “Business-wise I do quite a bit online now: especially webinars and mentoring programmes. “Mentoring programmes are the most popular but things in mainland Europe (where I’m based) are a different price point to the UK. “I outline the importance of never selling one-hour lessons but packages and programmes, together with building a Client Flow Funnel from stage 1 (minor commitment) to 5 (very high commitment).”

Rob King

Elite Coaching

TECHNOLOGY/PLATFORMS

SKILLEST

Skillest The PGA Professional

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FEATURE TECHNOLOGY/PLATFORMS

V1 VIDEO ANALYSIS Golf swing analysis software for coaches and students.

DEAN HALFORD Director of Golf, Mill Hill School, north west London, and owner of http://www.theonlinegolfcoach.com “I was one of the first PGA Professionals to become involved with online coaching. That was about a dozen years ago and I remembered being featured in The PGA Professional magazine. “I worked in tandem with Golfshake.com and used Gasp in those days. I don’t do so much online coaching these days because of the nature of my job at Mill Hill, a private school. I get the chance in the school holidays, however, and use an app called Swingplane. “This involves clients buying credits on the app and sending their videos in. These are usually filmed on an iPhone. “I analyse the video, flip the iPhone round and effectively stand in front of the camera as if I was talking to the client and demonstrate that way. It’s a slightly different way to how a lot of coaches got into online coaching. “I can then send my comments back to the client on the app or publish the video on YouTube that only they can see. “As far as the lockdown is concerned, I prepared a YouTube channel with about 100 instructional videos on – entitled Mill Hill Golf Academy. “It was there for the pupils and staff to use. I’ve also put them in touch with the app but, because I’ve been furloughed while the school is closed, I can’t use it myself!”

COACHNOW Is an all-in-one digital coaching platform that, popular with PGA Professionals, is designed to manage, motivate and train.

Coach Now

Coach Now You Tube

MYPATHWAY2GOLF A fun way to introduce kids to golf. Includes more than 50 training videos and invites PGA Professionals to sign up for the coaching programmes.

My Pathway 2 Golf

SWINGPLANE SwingPlane is an advanced video swing analysis program for the iPhone. The app is downloadable from the Apple store and captures video using the iPhone’s built-in camera. The swing can then be analysed with the playback facility and drawing tools.

GASP SYSTEMS Owned and run by Steve Gould, a PGA Fellow Professional, and based in Exeter, GASP Systems is the market leader in development and supply of golf coaching software, hardware, training aids and fullyequipped studios.

Mill School Golf Academy 24

Dean Halford

May 2020

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IS YOUR RETAIL OPERATION READY FOR GOLFâ&#x20AC;&#x2122;S RETURN?

IRONS TO INSPIRE The best sets to stock for 2020

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TR A DE N E W S NEWSBURST

Skechers dials in with Torque Twist shoe Skechers’ new Torque Twist shoe is the first in its history to feature a dial closure. The dial is located at the top of the tongue and requires only a small clockwise rotation in order to tighten the area around the midfoot for a more locked-in feel. The dial is simply pulled out to instantly release the mechanism and loosen the shoe. The Torque Twist boasts synthetic uppers that feature a unique ‘rain jacket’ construction of molded panels that provide complete waterproof protection, with no overlapping panels or stitching to allow water to seep in. A low-drop design helps keep the foot close to the ground for improved balance, while Ultra Flight and Goga Max cushioning provides high levels of walking comfort. The sole features a six-Softspike configuration, with multiple gripper lugs serving to provide traction in all conditions. It is offered in white, grey or black and has an RRP of £99.

Galvin Green launches biggest junior collection

GALVIN GREEN has introduced its biggest ever range of clothing aimed at young golfers for the 2020 season. The new Galvin Green Junior collection features more than 20 garments designed to appeal to golfers between the ages of 9-15 The range features GORE-TEX waterproof outfits, wind and water-repellent jackets, sweaters and shirts. It also features a selection of hoodies that can be worn on and off the golf course. “Our latest junior offering reflects requests from young golfers to have more choices so they can add to their growing Galvin wardrobe,” said product manager Sofia Ask Klason. “The feedback we had from juniors across the age spectrum was that they really loved the brand, but wanted more options in styles and colours to select from in choosing their playing outfits.” All the garments are made

from the same breathable fabrics used in the production of the adult range. There are three jackets in 100% waterproof GORE-TEX Paclite Technology fabric called RIVER (red, navy, blue) feature front pockets, elastic drawstring at the hem and cuffs with a partial elastic and a tab touch and close fastener. The RIDLEY is a full-zip jacket in windproof, water-repellent INTERFACE-1 fabric designed for wearing during 95 out of 100 rounds. Other lighter INTERFACE-1 jackets are the ROMA, plus the RIO bodywarmer with front pockets in Black/White Soft, stretchy and comfortable INSULA sweaters in the RICK line come in four colour choices, while the ROB half-zip hoodie has three colour options. The full 2020 Part One collection can be found at www.galvingreen.com.

May 2020

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N E W S TR A DE

Island Green expands sales team

Eagle and Tacit fly the flag for UK & Ireland health services GOLF CLUB course accessory suppliers Eagle and Tacit have produced a range of health service-branded flags that can be flown on golf club flag poles and golf course pin flags. For every flag sold, a substantial part of the profits will go to the National Health Service in the UK and the Health Service Executive in Ireland, which can be used as they see fit. Tim Webb, CEO of Tacit and Eagle, commented: “The golf industry has a way of coming together to achieve many things, so I know that people will want to get behind this and show their support

– please fly a flag to recognise the tremendous work being done and help raise money for the NHS and HSE.” He added: “Every year, golf clubs and club captains do a fantastic job of raising money for charities and other very worthwhile causes, so if your club has not yet decided on its fundraising commitments for 2020, the NHS and HSE would be two great organisations to support.” To order flags for your venue, call Tacit on 01788 568818 or visit www. tacitgolf.co.uk or call Eagle on 01883 344244 or visit www.eagle.uk.com.

APPAREL BRAND Island Green has hired former European and Challenge Tour player James Hepworth. A three-time winner on the Challenge Tour, including the grand final in the 2006, the 44-year-old Yorkshireman retired from tour golf in 2008 and has spent the last few years working in golf retail and coaching. He will be responsible for the brand’s sales in the north east and north west of England. Island Green has also taken on Staysure Tour player David Shacklady as an ambassador for the brand. The 52-year-old from Lancashire will wear clothing for the Island Green SS20 and SSAW collections as soon as the Staysure Tour returns to action.

TAYLORMADE RE-OPENS DISTRIBUTION AND CUSTOM FITTING CENTRE TAYLORMADE RE-OPENED it European distribution centre and custom facility in Basingstoke on April 20 in order to enable the company to ship equipment to consumers throughout Europe who have ordered products through their local PGA Professional or retailer. TaylorMade has put in place measures to ensure safety standards for staff and for the products being handled and shipped are met. These include a reduced workforce to maintain social distancing, a re-design of the custom workshop workflow, daily temperature and symptom checks for all employees, and additional PPE. All products are cleaned with disinfectant prior to packaging. A company spokesman said: “The ability for the facility to remain open will be subject to the UK government guidelines and any changes to the current restrictions in place, which will continually be monitored.” The PGA Professional

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Glenmuir launches lockdown online sales platform GLENMUIR HAS launched a new online sales platform to help golf professionals and retailers to continue selling its products while pro shops and retail outlets are shut during the Coronavirus crisis. The Lockdown Vendor platform, which is the first of its kind in the golf industry, provides club members online access to purchase Glenmuir, Sunderland of Scotland or MacWet products that retailers have in stock. Golf professionals and retailers can set up the online ordering facility in less

than five minutes and it is interactive to allow retailers the flexibility to add or remove products to reflect their current stock holding. Glenmuir has put together an online step-by-step tutorial video on how to use the Lockdown Vendor platform, which can be seen at www.glenmuir. com/lockdown) Existing clients can log in at www.glenmuirpro.com, while new accounts can be set up by emailing douglas.bryson@glenmuir. com. Mikhel Ruia, managing director of

Glenmuir and Sunderland of Scotland, said: “One of Glenmuir’s core values is responsibility, and now, more than ever, we have a responsibility to support our valued customers. We are an independent family business and appreciate the difficulties facing small- and medium-sized businesses. This Lockdown Vendor platform has been innovated to help alleviate some pressure on our customers and forms part of our strategy to be the easiest and most efficient company to deal with in the golf industry.”

Lynx pledges NHS support through online sales LYNX GOLF has launched an initiative to thank NHS staff who have been risking their own health and lives to save those affected by coronavirus. From April 1 until June 30, the Surrey-based company is giving 20% of the value of every online order over £50 to a fund for the support of NHS staff. Stephanie Zinser, Lynx Golf’s co-owner, said: “We all recognise the destruction that COVID-19 is having. We have seen unprecedented loss of loved ones, jobs, earnings, livelihoods. As UK-based company, it is only fitting that we support those who support us in the UK, so for the next three months we are going to donate 20% of the value of every purchase over £50 made on our website – www.lynxgolf.co.uk – to the NHS.” 28

May 2020

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Golf Pride launches grip display competition

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TR A DE N E W S

59Club extends offer for free member surveys CUSTOMER SERVICE satisfaction and benchmarking firm 59club has extended its offer to provide free survey materials during the COVID-19 pandemic, helping golf managers, PGA Professionals and retailers make the right choices for its customers and staff. 59club’s ‘ has added the interactive Golftell Member Communication app and newly released survey templates to its existing complementary offering, all free of charge up until May 31. Will Hewitt, managing partner of 59club UK, said: “The ability to appreciate what customers and staff need, what their future intentions are, what they are willing to do right now and how they will react amid this everchanging time, is data we could all use wisely, and never has there been a more pertinent time to glean this valuable information than today. We want to make sure golf clubs have valuable tools available to them so they can make

Partner

informed decisions during these trying times.” The interactive Golftell Member Communication app creates a new channel for members to privately communicate directly with club management. During times when the club is closed, the app can be used to reflect on previous experiences to make future suggestions, and to communicate on any matter relating to the club and their membership, and when clubs re-open they can continue using the app to provide instant feedback when visiting the club. Additional Specific COVID-19 survey templates have been added as part of 59club’s complimentary offering, covering all aspects of general member surveys, golf professional services, including retail, custom fitting and coaching and staff wellness surveys. To activate your FREE 59club license, visit www.59clubuk.com/covid-19.

British Golf Show postponed until October THE BRITISH Golf Show in association with The PGA is to be postponed until October 2020. The two-day public event was due to take place on May 15-16 at Wycombe Air Park in Buckinghamshire. The event, which is co-located with The Elite Events – London luxury lifestyle exhibition, is owned and operated by The Elite Luxury Events Ltd, whose managing Director, Alex Ayling, said: “In light of the outbreak of the Coronavirus, we have taken the difficult decision to re-schedule our events. All exhibition bookings for these events will be transferred automatically to the new dates of October 2-3. These dates will give both exhibitors and visitors confidence to attend the show and enable the event to have a successful outcome.” Ayling added: “It is hard to navigate the unknown, but we want to do all we can to make sure we are being as responsible as possible to all parties involved. We are fully committed to delivering our event and to fulfil the investment of our exhibitors, whilst respecting the health and safety of everyone.” For the latest news on the British Golf Show 2020, visit www.britishgolfshow.co.uk. The PGA Professional

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FEATURE

READY, STEADY… BE PREPARED FOR GO!

Over the course of the Covid-19 lockdown the TGI Golf Partnership has been on hand to help, advise and sometimes console its PGA Professional Partners. Now the end may be in sight, what’s their advice? n WORDS BY MATT MILLARD, TGI GOLF’S HEAD OF COMMUNICATIONS March 2020 will be a month forever etched into the minds of many, as the UK & Ireland went into lockdown, with all non-essential businesses closing their doors, including golf clubs. A time that threw plans up in the air, caused great anxiety and a huge amount of confusion for many in the golf industry and, in particular, the PGA Professional, with new challenges thrown up and golf clubs struggling. With such a wide range of possible circumstances – self-employed, sole trader, limited company – the PGA Professional’s business could be arranged in any number

of ways, with each category supported by the government or not at all. So, once the dust had settled and the realisation dawned that the business would be shut for at least three weeks – minimum six, as it has turned out – what were the first things that should have been done? Well, firstly, and most importantly, it was to ensure you and your family were secure and safe. How were you going to put food on the table? With everyone, including retailers, services providers and PGA Professionals, in the same boat the industry has, in the whole, pulled together to help each other out. The majority of golf’s major brands were open to discussing payment plans, so speaking to your suppliers would have been high on the list. Secondly, check your insurance policy. Most policies will have had a Business Interruption clause under which you may have been able to claim for potentially losses during the lockdown. At TGI Golf we broke the lockdown into three phases ‘Ready, Steady…’ you can guess the last one. The phase outlined above was Ready. Once the confusion over government assistance, and payment terms for brands was sorted, and the ball was rolling on an insurance claim, then it was time to move

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FEATURE

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We’ve had a Partner whose club stopped his retainer at the start of the lockdown, but, having seen the quality communications he was producing, reversed their decision and started paying his retainer in full again

into the next phase. With, at the time of writing, no definitive opening date set this is where we still find ourselves in the ‘Steady’ phase, where you should be making sure your business is all set and in the best possible position it could be, for when the starting pistol goes and you can open up once again. BE PREPARED While you’ve been away from the Pro Shop you could see it as a little bit of a blessing, giving you the opportunity to work on some of the things that, during those hectic days in the shop and on the practice ground or swing studio, you simply don’t have the chance to do. Such as email marketing communications and marketing material. While we await the start date, why not pull together a bank of email communications that can be used throughout the year to keep customers up to date with the services you offer, such as lessons, club repairs, regrips and custom fitting? These newsletters can then be used time and again throughout the year as a little reminder. It’s also vital that you stay in touch with your customers during the lockdown. We’ve seen some amazing communications from PGA Professionals, offering tips from back gardens, spare bedrooms and kitchens.

The PGA Professional

We’ve even had a Partner whose club stopped his retainer at the start of the lockdown, but, having seen the quality communications he was producing and keeping the club’s members engaged, they reversed their decision and started paying his retainer in full. Prior to the big re-opening too, it’s worth a communication telling your customers what you have in stock too, whetting their appetite before the shutters come up. Having missed at least six weeks of the season it is imperative that once you open you attempt to recoup some cash that you’ve missed out on. So, while we’re not advocating you start selling off your stock at crazy prices, it is certainly worth a ‘Lockdown Over Sale’ of some sort. Take a look at the stock you have and work out what has already been paid for and has sat on the shelf for a while. Reduce the price and attempt to turn that into money in the till for a quick cash injection. The issue you’ll have is where to display this sale stock. The likelihood is that even when you re-open there’ll be restrictions in place, most likely a limit on the amount of people in your shop at any one time. If you’re only allowed two people in store, then it dramatically cuts down the number of eyes seeing this stock. So, if you able to, weather permitting, pop the sale rail

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outside. Do you have a gazebo you can set up outside to house sale stock? Each business will be different, so the ball will be in your court on this one, how will you make the most of the space and golf-hungry audience you may have? Finally, going back to the restrictions that will no doubt be in place, you will most likely need to add some markings to your floor in the shop, much like we’ve seen in the supermarkets, with guidance on where customers can stand to maintain social distancing. And don’t forget a stringent cleaning regime. There’s no doubt this has been the biggest test of the golf industry’s resolve for a long time, if not ever. The downturn has just about been negotiated, but it is the next phase that will be the hardest as we battle to catch up on what we’ve missed. While we have all pulled together and worked hard to help each other on the way down, it is vitally important the entire industry continues to do the same on the way back up. The toughest test and where we’ll see the quality shine through will come over the next six months. So make sure you’re prepared as thoroughly as you can be. For more information on TGI Golf, visit tgigolf.com.

TR A DE I R O N S

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HIGHER FASTER LONGER Nick Bayly takes a closer look at the key trends in the irons market and how they can help sales across this vital area of retail in the post-lockdown market

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While irons are traditionally a component of a golfer’s arsenal that they change with the least frequency, they are arguably the most important element in the bag when it comes to scoring. And there are some compelling reasons why players across the complete handicap spectrum should be thinking about upgrading their irons in 2020, with a raft of innovations both in terms of design and styling that should help get the tills ringing as the season gets into a full, if somewhat belated, swing.

HIGH-TECH MATERIALS

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The leading manufacturers continue to push the boundaries of iron performance through the use of new metal combinations, more precise placement of weight, thinner faces and better shafts. Many of the current crop of game improvement irons are designed with a construction that helps the clubface rebound more quickly at impact catapulting the ball forwards at higher velocities. It also makes impact feel more solid and sound more satisfying – all of which helps to give the golfer more confidence.

To accomplish this, manufacturers tend to either place a slot behind the face that runs parallel to it, or they hollow out the entire body. The former is evident in popular game improvement irons, such Ping’s G410 that has a flexible, free-moving clubface with space behind it. This amplifies ball speed for greater distance and higher maximum height, allowing golfers to hit less club into the green with more control. In the case of the latter, the likes of PXG and TaylorMade fill the hollowness with polyurethane to dampen the vibration, while Cobra’s T-Rail irons, Ping’s 710 irons, and Wilson’s Launchpad irons use a hollow body construction that makes it easy for beginners and golfers that have lost some distance and control. Carbon fibre is popping up all over the place these days – including balls and shoes – but Cobra has also put some into its new Speedzone irons. Lightweight yet strong, they feature two strips of high-strength carbon fibre on and under the topline to increase structural soundness and save weight that is repositioned low to increase ball speed and launch angles.

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DARK MATTERS

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While specialist wedges have been available in chrome, bronze, black and blue, and several shades in between, for several years, this trend has now tipped over into full iron sets, with a number of manufacturers offering different coloured heads, often with shafts to match. This certainly creates a sales opportunity for retailers, especially for those who have customers who have an eye for detail. Initially popular with tour pros, who were won over by matt or dark finishes because they didn’t reflect the sun into their eyes at address, there are plenty of club golfers who are now in the market for darker models, as not only do they look amazing, but the finish can also help make a club look slightly smaller at address and it also helps frame a white ball more clearly against the face. Cobra, Callaway, TaylorMade and Wilson all offer irons in smokey finishes, as does Ping with its new G710 irons, which feature a black hydropearl coating.

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PLAYERS DISTANCE IRONS

SELLING TIPS The PGA Professional

of Titleist’s CNCPT 01 and 02 irons (£3,500 for seven club set), Callaway’s Epic Forged (£1,999), TaylorMade’s P790 Ti (£2,699), Ping’s Blueprint irons (£219 per club) and PXG’s 0311 (£440 per iron). While the cost may be beyond the reach of many, some golfers will surely be enticed enough to give these sets a try, so it’s worth stocking the odd trial set of these models for those lottery winners among your customer base.

+ Offer a free custom fitting and a lesson with every set of irons. A custom fitting will ensure the golfer gets the best performing irons, while a lesson forges a closer relationship with the customer.

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One of the key trends for 2020 is the players’ distance iron – sets that look like a traditional low handicapper’s iron but benefit from distance-enhancing design elements. Featuring expensive combinations of metals, premium production processes and high-end shafts, these range-topping sets can really help golfers find extra distance, forgiveness, performance and feel – at a price. This category includes the likes

+ Stock trial sets for customers to use on the range and the golf course. + Host an iron fitting day, with customers required to pre-book in advance.

TR A DE I R O N S

2020 IRON HIGHLIGHTS

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• CALLAWAY’S Mavrik, Mavrik Max and Mavrik Pro irons have been built with the help of Artificial Intelligence to fine tune launch conditions for all three models. They feature Flash Face technology used in last year’s Epic drivers for enhanced distance, while tungsten weights transition across the head to affect ball flight and spin.

• CLEVELAND’S gameimprovement Launch HB Turbo irons aim to maximize forgiveness with an easy-to-hit profile. Each iron has a hot face that adds distance, hollow construction, and a low-and-deep centre of gravity.

• SRIXON’S Z Forged irons are forged muscleback blades that promise soft feel. Compact and workable, the soles are designed to glide through turf for clean contact and stable spin. • TAYLORMADE’S SIM Max and SIM Max OS irons feature Speed Bridge technology and the allnew Echo Damping System, and promise to offer ‘explosive distance, enhanced sound and forged-like feel’. The OS model features a taller and wider face, while stronger lofts create more distance. • Partner

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• COBRA’S KING Speedzone irons feature two strips of high-strength carbon fibre on and under the topline to increase structural soundness and save weight that is repositioned low to increase ball speed and launch angles. • HONMA’S XP·1 irons have a hybrid-like construction with low CG and a fast clubface that enhances carry distance. Hollow long irons have tungsten in the sole for mishit stability.

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• MIZUNO’S MP20 HMB is a full set of hollow-body hybrid irons. Each club boasts a thin layer of copper plating and nickel chrome for soft feel, while tungsten weighting in the toe and heel create a low/deep CG and high MOI.

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• PING’S G710 irons feature maraging steel faces for more ball speed, while bigger tungsten weights gives them a higher MOI than the G700s they replace. There’s a also new black hydropearl finish which is designed to repel water to improved contact in wet conditions, while the shafts are fitted with Arccos Caddie Smart grips, which come with a 90-day free trial for the Arccos Caddie App.

• TITLEIST’S T200 irons are a player’s distance model that features high-density tungsten for low CG and a high launch, while the T400 is a super-game improvement set that boast a hollow construction, a low centre of gravity and super thin faces. They also have a wide body and a splitsole design to prevent digging. • WILSON’S D7 Forged irons are a players’ distance set that feature thin toplines, minimal offset and heads made from soft carbon steel that incorporate a urethane-filled chamber that flexes on impact for enhanced distance. More aggressive ‘power holes’ in the sole creatwe a lower centre of gravity to drive high ball speeds, with a higher launch and spin. • XXIO’S Eleven and X irons feature ‘Weight Plus’ counterbalancing technology, which sees 13g of brass and rubber placed in the butt of the shaft, which creates a high balance point and reduces the effort required to swing. The Eleven irons feature two slots behind the face to enhance flexibility for increased ball speed and distance, while the X model, which is aimed at better players, offers a milled speed groove channel on the back of the faceplate which flexes at impact to added energy back into the ball. May 2020

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TR A DE A P PA R E L AW 2 0

COLD COMFORT In the second part of our series on Autumn/Winter apparel, we take a look at this season’s key pieces from Callaway, Galvin Green, Under Armour, Bunker Mentality, Mizuno and Stromberg

Puffer Caddy Hoodie

MIZUNO Mizuno’s AW20 apparel collection showcases a range of unique performance fabrics and technologies, including the brand’s heat-generating ‘Thermo’ yarn, which captures vapour as it leaves the body to retain heat while maximizing breathability. Move Tech is a four-way stretch fabric that allows golfers complete freedom of movement, while Techfill maintains volume and keeps the golfer warm in the harshest conditions. The collection includes three styles of polo shirt, each available in grey, black and navy. The Breath Thermo Short Sleeve is classically styled and features the Thermo technology to retain heat; the Breath Thermo Long Sleeve is an ideal garment for layering or for wearing on its own on warmer autumn days; and the Breath Thermo Pattern Polo offers the same technologies with a discreet linear pattern and Mizuno’s Runbird logo on the collar. The Breath Thermo BioGear Base Layer, available in white, charcoal grey and black, also features Thermo technology to help maintain a consistent body temperature, but the stretch fabric is also designed to reduce muscle fatigue through fit and pressure. Moving to outerwear, the Windproof Lined Sweater, available in grey, black and navy, is a quarter-zip garment with a lightweight windproof lining, while the Move Warmer Gilet and Move Warmer Jacket feature Move Tech technology, which features strategic stretch points to allow maximum freedom of movement through the swing. The gilet boasts a collarless design and can be worn as an outer or inner layer, while the jacket delivers full upper-body protection. All three Move Tech garments are available in silver, black, navy and bronze green. For playing in colder conditions, the Techfill Jacket features both Techfill and Thermo technologies and comes in silver, black and navy. The updated Nexlite 2.0 jacket and trousers feature one of the lightest waterproof fabrics on the market. Move Tech Lite Trousers, available in grey, black and deep navy, are lightweight and feature Move Tech material.

Palmer Full Zip Jacket

BUNKER MENTALITY Bunker Mentality’s AW20 Collection focuses on introducing new fabrics that are lighter, but still boast full technical properties, along with durability. The heart of the AW Collection is the six-piece Puffer Caddy range of quilted jackets and gilets utilising insulation from a British company called Clo Insulation. The Puffer Caddy hoodie is a golf lifestyle garment perfect for beyond the golf course as well. The range is the perfect embodiment of Bunker’s ‘Warmth Without Weight’ technology and is loaded with style for those who want to take their love of golf beyond the course. This autumn will see the introduction of two new fabrics in the Palmer Full-Zip Jacket and the Aalto quarter-zip mid layer. The Aalto polar fleece tops are perfect for golf, as the fabric is light, warm, breathable and quick drying. The unique styling and design from Bunker is created in-house, considering every pocket detail, button position to ensure that the garment functions as well as it can for golf. Another key piece for AW20 is the Fozzy Fleece Gilet. This reversible gilet, with quilting on one side and Sherpa Fleece on the other, is the answer to very cold days on and off the course. For details, email Robert Hart at robert@bunker-mentality.com.

Fozzy Fleeve Fleece

Cooper Jacket

For more details, visit golf.mizunoeurope.com.

The PGA Professional

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TR A DE A P PA R E L AW 2 0

Storm midlayer

Storm Sweater Fleece

GALVIN GREEN Building on its multi-layer concept to provide exceptional comfort, as well as protection from extreme weather, Galvin Green’s Part 1 and Part 2 AW20 Collections boast over 142 men’s and 71 women’s garments, the biggest ever Apollo junior range, and over 60 accessories. It includes an expanded Interface-1 jacket collection, offering three distinctive levels of warmth and comfort, plus more garments with front pockets and fabrics sourced from eco-friendly suppliers. Among the new vibrant colours for the new season are barberry red, ensign blue, surf blue, sharkskin, deep pink, blush pink and cool grey, as well as navy, red, black and white. Leading the range are two super-lightweight Gore-Tex Shakedry jackets. The original full-zip ASHTON now comes in ash grey/silver and ash grey/red, while the new half-zip ASHBY jacket, which weighs just 172g, features a side zipper for easy removal, elastic binding on the sleeves, water-repellent zippers, and an elastic drawstring fit. The full-zip waterproof ARCHIE jacket now comes in a third colour, Surf Blue/Black. Complete with Gore-Tex Super-stretch inserts on the back and elbows, it features a new Techsteel fabric on the shoulders for greater durability. For lightweight versatility, the APOLLO full-zip waterproof xxxxx jacket (RRP £290) features GoreTex Paclite technology and weighs just 300g. Offering four-way stretch, it’s breathable and boasts a super-soft hand feel, while shaped sleeves, adjustable chest width, and an elasticated drawstring hem ensure a comfortable fit. Heading up the Interface-1 range is the LYON jacket, now in four colours. Windproof and extremely breathable, it features Primaloft insulation padding on the chest and a Gore-Tex membrane. For warmth in cool conditions, the latest INSULA layers feature a new standard in thermal comfort. The lightweight, breathable material used in the full-zip DECLAN jacket offers the softest surface ever for insulation next to the skin. The half-zip DIXON pullover in the same colours offers outstanding warmth, while other lines in the INSULA range include the DOLPH full-zip hoodie, the DIAZ bodywarmer, plus the DAMIE jacket and DWIGHT pullover with front Dwight pockets.

Reactor Hybrid Jacket

UNDER ARMOUR The leading men’s golf apparel brand in the UK since 2016, and number one in golf winter wear since 2011, Under Armour is a popular choice for golfers and golf retailers when the weather turns bad. In the most recently published market share data from Datatech, Under Armour held 22.8% of the market in value and 22.5% in terms of items sold. It also sold five out of the top ten most popular garments for the same period. Its AW20 range features a number of new fabric advancements and applications to some of their most popular items found in every golfer’s wardrobe, such as the Storm Sweaterfleece, which is now available in three different styles, and the Daytona franchises. Other new products in the baselayer and insulation categories include the ColdGear Infrared Golf Mock and the Storm Revo Jacket. The AW20 pre-book season also sees the launch of UA TEAM, which enables Team orders to be placed directly onto its ArmourHouse B2B platform. Utilising UA’s extensive crestable product offering, UA TEAM will facilitate accounts with the ability to purchase their club’s team kits, shipped complete with embroidered club crest or logo, at a discounted rate from their standard pre-book, in-season or crested orders. Neil Heslop, of PJH Brand Management, brand partner of UA Golf in the UK & Europe, said: “The AW20 range is the strongest range we’ve ever offered. Alongside our commitment to always lead with innovation, we remain committed to offering strong margins to our retail partners.” www.underarmour.co.uk

Storm Evolution Daytona

Storm Revo Jacket

www.galvingreen.com

May 2020

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TR A DE A P PA R E L AW 2 0 CALLAWAY APPAREL Callaway Apparel’s AW20 collection builds on last year’s range, updating and re-designing the successful layering and Weather Series products, with an emphasis on eco-friendly technologies and fabrics. Swing Tech technology, which ensures freedom of movement and less restriction, was first launched in a limited range of products last season, but now features across the entire collection. Mindful of its eco-credentials, Callaway has also introduced a new fibre technology called Aquapel to its water-repellant pieces, which does away with the need for a coating, which often break down after washing, with harmful microbeads entering the eco-system. Aquapel modifies fabric at the molecular level that cause liquids to

roll off the fabric surface, and does not wash off over time. Another eco-friendly technology is Thermore, which uses plastic fibres from recycled bottles for the fillings. Featured in the new range of puffers and fleeces, it provides high levels of insulation. “Every single piece has been designed to play golf in all weathers,” says Helen Willsmer, director of Callaway Apparel EMEA. “We’ve taken feedback from our tour staff, retailers andcustomers to incorporate new design features and material technologies. There are lots of lifestyle brands out there, but Callaway Apparel is designed by golfers for the golf course and to help golfers play their best golf.”

MEN’S COLLECTION HIGHLIGHTS

WOMEN’S COLLECTION HIGHLIGHTS

1. HEATHERED PULLOVER - Featuring Aquapel water repellence technology, it boasts 4-way stretch and Swing Tech, and is offered in Burgundy, Peacoat & Dark Grey. (£65) 2. THERMORE MIXED MEDIA PULLOVER - Featuring Swing Tech and Thermore Freedom technology. Available in Caviar & Peacoat. (£95) 3. SWING TECH PUFFER JACKET - Features a full zip, textured quilt design, and a drop tail hem. Available in Caviar & Peacoat. (£85)

1. PERFORATED TWO-COLOUR JACKET - Block panel full-zip fleece jacket with perforated design. Featuring Swing Tech technology and thermal insulation. (£75) 2. MIXED MEDIA JACKET - A full-zip jacket with soft shell fleece body and on-trend knit sleeves. Stitched panelling across back shoulder and waist engineered with Swing Tech. (£95) 3. SWING TECH PUFFER JACKET - Four-way stretch side panel; textured quilting design, two-way zip, and a heatseal Chev logo on the back neck. Available in Caviar, Magenta & Peacoat. (£85)

STROMBERG

Cocoon Gilet

Highlights of Stromberg’s AW20 range include six styles of Flex Tech polos (£30-£40) that feature non-iron materials that wick away moisture and offer great breathability, while also built-in stretch. In midlayers, the Cyclone Windtop (£50) is water-resistant and breathable and allows the wearer to move freely, while the Cocoon Gilet (£60) offers thermal insulation to maintain core temperatures, while a stretch soft-shell fabric in the side panels enables unrestricted movement. Offered in two colours, it also boasts a water-repellent finish. Moving to outerwear, the Hybrid Jacket (£70-£80) features insulated quilting for warmth and high-stretch, soft-shell fabric through the side panels for ease of movement. It’s finished with a DWR (Durable Water-Repellent) coating to protect against heavy rain. Stromberg’s waterproof jackets (£150) offer high levels of breathability to prevent overheating, while Weather Tech Trousers (£60) feature 3-Ply technology to keep the wearer warm and dry, plus articulated knee panels to ensure a perfect fit and restriction-free movement.

Flextech Polo Shirt

www.stromberggolf.com

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RETAIL

REIGNITING YOUR BUSINESS XPOS Business Development Manager Mark Hopkins discusses budgeting plans with Darren Everett, Head PGA Professional at Exeter G&CC

With the UK preapring to come out of lockdown, XPOS Business Development Manager Mark Hopkins says it time to knuckle down to the business of preparing to re-open your shop and and getting your retail operation back on track

t the time of writing, the UK Government is making noises about coming out of lockdown and has promised more news of measures businesses might need to take to prevent a second wave of Coronavirus. There’s a hint of optimism in the air and right now it’s time to knuckle down to the business of preparing to re-open your shop. We may not have a full picture of timelines from the Government yet, but a plan to reignite your business is essential if you’re going to make a success of the rest of the season. STEP ONE

CASHFLOW

Last time, we showed you how to get to grips with cashflow and it’s important to review this before you think about moving onto budgeting. Getting to grips with your costs means there’ll be fewer shocks down the line and you’ll be able to move forward

with realistic expectations. While the shop is shut, you still need to appreciate which payments are leaving the business and, if you followed our earlier advice, you’ll now have a better understanding of your outgoings and a clearer picture of your business. Use the cashflow Excel template we designed for you to keep track of income, outgoings, overheads and PAYE. Staying on top of the business is as important as ever right now and this template will help you stay ahead of the game. STEP TWO

BUDGETING

Where cashflow focuses on costs, budgeting is about sales, and a good understanding of what you’re selling each month will really get you thinking. Although we are already five months into the year, this doesn’t mean it’s too late to think about creating a budget. In fact, it’s more important than ever to plan for the rest of the year, so that you have a clearer idea of how things will look by the end. Around 80% of pro shops still fail to create an annual sales budget, and many retailers still do not appreciate the importance of working with one. When you’re running a busy shop, it’s easy to get absorbed in golf lessons and dealing with customers, so

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It’s time to be brutal and focus on what you think you can sell. Look to the positives: your customer base will be keen to get out and play again!

now is the perfect time: no excuses. Putting a budget together needn’t be time-consuming or difficult. Keep it simple at first, by looking at what you do each month, how much you make, and aim to increase that by around 5% each year. A budget will help you manage the business and take some of the stress away. If you haven’t used it before, open up the easy budgeting calculator tool we’ve created for you. Its live calculations will make everything quicker and easier. REALITY HIT Run off the Monthly Sales Analysis Report for January to the current month in XPOS. This will tell you how successful the shop has been, in terms of sales, so far this year. Use the information in the report to fill in the blanks in the budget tool and it will calculate the rest for you. If you’ve been selling stock through an online channel, make sure you include these figures. The results might be more positive than you expected. You can access this report in The Hub, as well. Go to hub.crossovertec.co.uk and login with your usual details, or create a new account. CLEAR COMPARISONS Monthly comparisons against the same months last year are key to giving you that clear picture of the business. Run the ‘Monthly Sales Analysis Report’ again, this time for January to December 2019. This will tell you what you did last year and the best and worst months. Compare each month of 2020 against the same period last year. Clearly March, April and May will be badly affected, but what about the first three months? • Now you need to plan for the rest of the year. How much will you have to increase, per month, to make up for the lock down losses? • Use the report to examine turnover and margins. Turnover may be down this year, so try to come up with a plan to improve margins, including trying to avoid discounting as much as possible.

• Where did you go wrong last year? Look at last year’s numbers and try to think how you can get these back. Be braver in your budgeting from June onwards. Try to be as optimistic as you can and perhaps aim for 12-15% increase in sales in the budget tool. • If possible, get your team involved – try an online meeting to bounce ideas around. STEP THREE •

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PLANNING

Look at your key brands. What will you be able to sell the most? It’s time to be brutal and focus on what you think you can sell. Don’t assume clearance sales will be your only option to shift your Spring/Summer stock. Remember, people won’t have been spending money for 2-3 months, so there could be a boom when the pro shop reopens. You could be dealing with customers with more money in their pockets than usual. Stay optimistic and assume people are going to come out and spend. Let them know what you are doing. Hopefully you’ve been busy on social media over the past few months, but if not, make sure you use the platforms frequented by your customers to tell them how you’re preparing, and what’s in store. Stay

•

front of mind so your shop is the first one they think of when restrictions are lifted. What can you display online? eCommerce has always been a difficult choice for many and can be harder with Brand interventions. But there are options out there and online retail is no longer just the domain of the big behemoths. Using XPOS to help speed up the process and link stock to your new eCommerce site will make life much easier. Set up a Shopify site to make your customers aware of your stock and even pricing.

WORKING WITH A CRYSTAL BALL We don’t know when businesses will fully resume, but having a timeline in mind will keep you motivated. There will be fresh challenges to look forward to and this stage is about preparing you to restart the business with gusto. Use the budget calculator to assess the impact of the virus outbreak on your business and work out where you need to go from here. When the pro shop doors reopen, keep a close eye on the numbers and keep the budget up to date, and make sure the shop looks amazing when the doors finally do re-open. First impressions will count more than ever. ●

For more information about Shopify costs and set up, go to www.crossovertec.co.uk or CLICK HERE. It takes minutes to set up a new Shopify account and it’s a fantastic way to show customers the products available in your shop. Get in touch via the SUPPORT button on our website.

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RETAIL

YOUR CORONAVIRUS RETAIL MARKETING PLAN Jules Appleby, the marketing manager at XPOS, sets out the Key marketing tools you should be using to keep your business at the front of customers’ minds during the coronavirus lockdown lockdown and once clubs have re-opened

s soon as UK lockdown measures were announced on March 23, golf shops were forced to shut their doors. Despite the initial shock and worry, golf retailers, professionals, assistants and directors of golf took to their virtual homes on social media in support of the lockdown and with metaphorical cries of ‘We Can Do It’. Understandably, you might be concerned with marketing your business during the Coronavirus crisis, but doing nothing isn’t the answer. Fundamentally, marketing is about meeting customer needs and, now more than ever, it’s important to stay at the forefront of your customers’ minds. When the lockdown measures are loosened, you’ll want your business to be the first shop your customers think of.

RAMP UP YOUR SOCIAL MEDIA Since the start of the coronavirus outbreak, media consumption in the UK has changed. People are reading more newspapers online, watching more TV, and, perhaps unsurprisingly, lockdown has driven up social media useage by 40%. Stuck indoors, people are spending more time online keeping up with the news, staying in contact with friends and family, making online purchases, and creating and absorbing content from a rich variety of sources in their social media feeds. If you

want to stay in front of your customers while the shop is shut, rest assured there’s a captive audience sitting at home waiting to hear from you. While the shop is shut, there’s an opportunity to revisit your social media presence and look at whether it’s really working for you. Review the platforms where you spend time promoting your business and revamp your content strategy. HAVE A CLEAR AIM Why are you on social media? What do you hope to achieve for your business? The amazing potential for you to build your brand on social media means it’s important to have an aim.

PLATFORM FOCUS Who are you trying to target and which social media platforms do they use? It is far better to focus on one or two platforms and do them well, rather than spread yourself too thin across three or four. Where are the people you want to reach spending their time? Facebook: Experience tells us that most of your shop customers and members will be on Facebook, and a strong presence on this platform is essential for most retailers. Twitter: If you like to keep up with news from the golf industry and network with other golf pros, then Twitter is your

platform. Just be aware that it probably won’t be a great way to reach shop customers. At XPOS, we find many of our retail customers are active on Twitter – there’s a great community of golf pros on the platform. As XPOS’s marketing manager, this is where I spend a lot of my time, but it doesn’t mean it’s right for you. Instagram: If you’re a fan of live video lessons this is a great platform. However, it’s not usually the best place for generating business or new leads. LinkedIn: I’d recommend all business owners should have a presence on LinkedIn and many of your members and customers will be on the platform. Just make sure you keep content businessrelated. LinkedIn is a great platform to establish yourself as a thought leader and as someone that contributes in a valuable way to your industry. HOUSEKEEPING Take this time to make sure your social media profiles are complete and up to date with recent photos, and background images that represent your business. Your biography also needs to be complete and written with your audience in mind. Followers should be able to see clearly see what you do, and how you can help them. Change your hours on your Google My Business page for anyone searching for your business online. If you don’t have a Google My Business page, create one.

SOCIAL PROOF With most people currently sitting at home with more time on their hands, it’s a perfect opportunity to promote your brand with some up-to-date testimonials from

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RETAIL members and customers. This validation from people who use your services is a great way to influence new potential customers and is key to growing your brand. Ask them to provide 2-3 sentences you could use on the website and social media profiles. If you know them well, they may be happy to write up a review for the shop on Facebook and/or Google My Business. These could significantly boost your ranking in search results, too.

CONTENT IN A CRISIS To get your marketing messages right during the coronavirus outbreak, put yourself in your customers’ shoes. What do they need from you now? What are their concerns and worries? What are they missing? What can you do that will help, educate, or even entertain them? Despite a shut shop, you will still have a lot to share and writing down a plan will help you. Your content should be VARIED, CONSISTENT and FREQUENT, and you’ll have far more success if you dedicate a little bit of time to managing your social media every day, rather than once a week. KEY CONTENT TIPS FOR RETAILERS: • Think about what your customers and members might want or need from you. • Stay relevant to your business and values. • Let customers know how you’ve adapted to the crisis and what you can do for them. • Invite people to participate in discussions. Ask for input or feedback. Do a poll. • Check in with members and customers. How are they doing? Is there anything you can help them with? • Be positive, inspire and add value. • Include hashtags in your posts (2-3 per post for Twitter, Facebook and LinkedIn is about right). Combine a well-known hashtag, along with some smaller ones to help your posts go further and enable people to find you. • Mix up your media with a mix of written and video posts to keep people interested. • Make sure your personality comes across. Thank customers who are supporting your business; start a competition from your garden; tell people what you’re up to. • Spend some time each day scrolling through your feeds and comment, like and share other people’s posts. Success on social media isn’t a one-way street.

VISIT YOUR WEBSITE Even if you have a great business, a website with a dated design and poor user experience is a sure-fire way to damage your brand. Take some time out to review your website. Try to go in ‘cold’ and pretend you’re visiting the site for the first time. Imagine being your typical shop customer. Does it still reflect your business proposition? Will your website appeal to your customer base? UPFRONT COMMUNICATION The shop is shut, but you’re still open. Do your customers know what you’re doing during the lockdown? Add a message to the homepage to communicate news with your customers. Tell them where to go to order stock and provide links to your Shopify or eBay accounts. E-COMMERCE OPPORTUNITY If you don’t currently sell your products online, perhaps now is the time to see if you

can start selling some of your current stock. Get in touch with us via the CHAT button on our website, and we’ll connect your new Shopify account to your XPOS system and you’ll be up and running in minutes. Shopify is currently offering a 90-day free trial, and the XPOS interface is also free during the Covid crisis. SHOW UP IN SEARCH RESULTS When Google crawlers search the internet, one of the things they look for is new content. If your site isn’t regularly updated, it won’t be picked up and promoted by Google in the Search results. If you have an informational site, a News & Updates tab is essential. By keeping this area up to date, your site will stay fresh and you’ll have the chance to insert key words into your updates, ensuring Google picks up your stories and promotes your business in search results. You won’t see results immediately, but it doesn’t take too long for Google to sit up and notice you. ●

During the Coronavirus outbreak, the XPOS team is continuing to work with our customers and keep businesses running. Get in touch via the CHAT button on our website with any queries, or if you’d like to upgrade to the new, exciting XPOS Version 2.

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COACHING

TIME TO REFLECT – RESOURCES AT YOUR FINGERTIP TO HELP YOU

by David Colclough, Head of Coaching & Sports Science

s the world has changed for so many of us since March 2020, it seems an apt moment to reflect on the contributions made by others to supporting PGA Members who coach golf. Over the last two years we’ve brought you a wide range of articles from authors situated all over the world. If you currently have time to invest in your own development, then look no further than the FREE RESOURCES that The PGA has to offer from some of the world’s leading experts and fellow PGA members that are available to you. I’m going to summarise the topics we’ve covered and highlight the individual editions where you can find these articles. As a digital-only edition, you can connect to each article with the click of a mouse, giving you access to coaching articles that I hope will add value to your coaching business. So, let’s get started. One coaching model that I like, which comes from sports research is the WHAT, WHO, HOW model* (2014) that has been developed by Andrew Abraham and his colleagues at Leeds Beckett University. The model highlights that to deliver your best coaching you need knowledge of: WHAT it is you are coaching – knowledge of the sport itself HOW to coach – the methods by which you can try to help people learn WHO it is you are coaching – the individual in front of you

Beyond those core elements of what is often termed as ‘Professional’ knowledge, the model highlights the need to appreciate the CULTURE, CONTEXT and access to RESOURCES within a coach’s role. Read more here - if you are interested. For our purposes, we’ll stop at the three core areas, and I’ll highlight the articles of the last two years that fit into each area. WHAT YOU COACH Many of the articles which fall into the WHAT category have been written by PGA staff, and have endeavoured to bring readers up to date with what is being taught within the PGA training programme. As such, I’ve personally written article that focused on the PGA’s technical syllabus taught to assistant professionals back in February and March 2018, as well providing an update on ball flights and impact factors in July 2018. Subsequently, these were complimented by an article written more recently (Dec 2019) on the golf coaching syllabus. More latterly, an article of the powers of self-reflection (which is delivered in the current Level 2 coaching qualification) can be found in September 2019, and my colleagues Philip Dye and Jack Wells covered Club Fitting in October 2019. Jack was the lead author on an article which highlighted the benefits of warm up on performance in his August

WHO CONTEXT

CULTURE

WHAT Abraham et al. (2014)

HOW RESOURCES

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2019 article, as well as introducing us to Alex Bliss who spoke about how strength and conditioning can support the pursuit of greater distance even during the playing season (Dec 2018).

THE

COACHING

PROFESSIONAL

THE OFFICIAL PGA MEMBERS’ MAGAZINE

HOW YOU COACH Much of the last two years’ worth of articles have focused on providing thought leadership on the HOW – what you can do to improve HOW you coach. That has resulted in a range of articles being authored by experts and PGA members with specialisms in this area. Following the order of publication, in April 2018, we published an article written by Jonathan Wright and Martin Toms which spoke about how coaching today should be more ‘player-centred’ than the ‘coach centred’ approach of times gone by. This was followed up by an insightful article from the US, where Dr Bob Christina and PGA Professional Eric Alpenfels (June 2018) on the power of modelling as a coaching method. In the three issues (August, September, October 2018) we had world-leading researchers talk us through ideas on how to optimise the learning environment for our players. These articles provided some fantastic checkpoints that will help any coach, of any level of player, work out if they are providing the right type of coaching to meet the needs of the player in front of them. From the US to Australia, Gabrielle Wulf, Rebecca Lewthwaite, Steven Orr, Marc Guadagnoli, Chris Bertram, Sam Robertson and Damien Farrow all contribute their thoughts to these highly valuable articles for any coach wanting to be the best they can be. These articles were complimented in November 2019 by a similar article from Iain Highfield and PGA Member Matthew Cooke, who have developed ‘Game Like Training’ – a brand name and ethos from which to develop performance in golf. As well as the article check out their website for plenty of great material. “It depends” a phrase now synonymous with Professor Dave Collins is at the heart of an article written by him and PGA Professional Howie Collins on Professional Judgement and Decision Making (Feb 2020). It focuses on the process of making decisions (in the shorter and longer-term) and provides a framework from which to analyse what you do and consider how it can be improved. Finally in this section, PGA Professional Jonathan Wallet provided a personal insight into some of the challenges of setting up a National Coaching programme (Feb 2019) and PGA Professional, Dr Tom Davies and his colleague Dr John Fry provided an insight into the challenges of playing golf across the globe, where elite players are faced with different cultures, conditions and challenges of constantly changing environments (March 2019). The look at coaching at the elite level was rounded off by an article I wrote which encapsulated the thoughts of coaches like PGA Master Professional Denis Pugh, Hugh Marr, Cameron McCormack and Kevin Kerr amongst others (July 2019). WHO YOU COACH The final section links to information about the types of people you coach, and it typically considers the Biological,

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Volume 16 Issue 3 April 2020

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

PGA HELPLINE SET UP PGA HELPLINE SET UP

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

THE FUTURE SHINES BRIGHT This year’s top PGA Graduates

KEEPING IN TOUCH WITH YOUR CUSTOMERS

Member communication and why it’s important

TOP TIPS TO BLAST YOUR SOCIAL MEDIA MARKETING

Psychological and Sociological development of individuals. PGA Professionals Joanne Taylor (May 2019) and Mark Pilling (Feb 2020) both offered an evidenced-based approach to attracting more female participants into the game, whilst fellow Professional Thomas Devine focused more on creating fun environments for Junior Golf (April 2019). Many of you will be involved in bringing new golfers into the game, and the research of Dr Marc Lochbaum provided several ‘Teaching Tips’ for working with beginner golfers (May 2018). There was also a very impactful article written by PGA Professional, Dr Tom Davies and Dr John Fry on how to successfully implement a coaching programme for stroke survivors, using the ‘Get into Golf’ resource (June 2019). Last, but by no means least, Dr Kitrina Douglas and David Careless provided a reminder of the impact the game, and the people in it can make on the mental health and well-being issues that have emerged in the elite and professional game (Nov 2018). IMPLICATIONS FOR PGA PROFESSIONALS As you can see we have certainly covered a lot of ground in the last two years or so, and hopefully this article has provided you with another reason to reconnect with some of the great work authored by experts from around the world. To them we say, “thank you” and to you, I offer the opportunity to contribute to the magazine in the coming months. Please contact me if you have any ideas for articles you would like to have published: david. colclough@pga.org.uk ● *Abraham, A. et al. (2014), Planning your coaching: A focus on youth participant development

COACHING

HIS CONCEPT Jon’s wrist function and range of motion are unique in that it is difficult for him to release the clubhead past the hands so this leads to more of a hinge and hold technique. As we know amateurs aren’t the best at assessing the lie to create the shot best suited for the circumstance. Jon, as every good player will do, assesses the lie and the amount of room he has on the putting surface. (1)

SET UP Jon is definitely more old school with his set up which allows for his movement. • Stance open to allow his body rotation and his hold feeling • Face open to help engage bounce (2)

HOW TO SPIN YOUR CHIPS – LEARNING FROM JON RAHM

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

• Ball Middle as opposed to back to again help with bounce (3)

• His weak grip is a trait he has in his long game obviously and runs alongside his wrist mobility and function (4)

We’ve been very fortunate to spend a good amount of time with Jon Rahm discussing his game and in particular what makes him one of the best short game exponents in the world. As coaches, we have amateurs ask us all the time, “How do I play the “Spinning” chip shot?” Whether or not we feel it’s the best shot they should be playing it’s always cool to ask one of the best how he does it! It’s well worth checking out our video with Jon on how he does it as it’s a true short game exhibition. If you want to know more about the work Andy & Piers do, connect with them in the following ways:

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

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COACHING

BACK SWING Jon creates his hinge feeling in his backswing with the toe of the clubhead up whilst still having a bowed left wrist! This is only possible because of open face at set up and weak grip. (5, 6)

6 9

DOWN SWING In Jonâ&#x20AC;&#x2122;s downswing he holds onto the angles he created longer than a flip release style technique but because he has the face open, turns his body aggressively, coupled with the hands swinging more to the left he gets a relatively shallow contact with the ground and does not take massive divots. His shallow contact with the ground is also created by how aggressively his left shoulder moves up when he hits the shot. (7,8,9)

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The main thing that really stood out whenever we watch Jon hit short shots is how aggressive he is with his execution. He does have a really good range of shots that he uses but he is so good at the spinning shot! Has to be a good bet for this yearâ&#x20AC;&#x2122;s delayed US Masters!

FEATURE G R E E N F E E M A N A G E M E N T

ARE YOU MAKING THE MOST OF YOUR ONLINE CHANNELS?

READY FOR GOLF RE-OPENING?

t the time of writing, the length of the restrictions that are in place is still unknown. However, the shockwaves that have been sent through our society will be felt right across the golf industry for months if not years to come. There is a feeling that golf will be one of the first industries to re-open, and when this happens there is no doubt there will be high levels of demand for golf from both visitors and members, which begs the question, are you ready to capitalise on that demand? If the restrictions are lifted to allow golfers to play again in the summer, the level of pent up demand will be huge. Most big sporting events have been called off, and individuals may choose to steer clear of pubs and restaurants if they are even open. Golf could fill the social and sporting void that many golfers and non-golfers will have been yearning for over weeks of isolation. With demand being so high and supply likely to be limited with golf courses having reduced capacity whether that being through bigger gaps between tee times and/or a limitation on the number of players per tee time to achieve social distancing. This combination means that there is an opportunity to increase green fee prices during the peak demand/ limited supply periods. Very often when we start working with a golf course we increase the range of prices on the tee sheet, meaning a higher price in peak times. With social distancing being at the front of most people’s minds, online booking and pre-payment is likely a must so it is important to test your booking journey and to be ready to market it. This is particularly true if your golf club has never taken online tee time bookings before.

A lot has been made in recent years about the importance of collecting customer data and building your social media following, but the valuable question to ask is why? Email and social channels contain focused, receptive audiences that cost very little to communicate with. They can be enormously lucrative and build relationships between business and customer which, used effectively, will increase revenue in the short and long term. In exploratory meetings with golf clubs, we regularly uncover an email database gold mine from historic bookings or a social media following lying in wait, but they simply aren’t being utilised. More importantly, they aren’t being commercialised. A key benefit of taking bookings online is that it automates the data collection process, rather than being reliant on an old illegible visitor book. If you’ve been taking online bookings for a while, then there will be an email database which has built up during that time. You can communicate to and, as long as customers have had the chance to opt in/out, it will more than likely be GDPR compliant. Once you have that social following or database it is important to communicate regularly with creative content to increase the probability of engagement. Communications with a commercial focus should include appealing offers with a clear call to action and a good rule of thumb is to do this in one in every four posts on social media. Try not to bombard your email database or your message will start to fall on deaf ears and unsubscribe rates will be high. However, exceptions can certainly be made when providing information on how to book, arrive and play following the lifting of Covid-19 related restrictions.

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G R E E N F E E M A N A G E M E N T FEATURE

Online consumers want simplicity and the ability to buy at any time of the day or night, this is why e-commerce platforms and tee sheets are so important in today’s world. Take a moment to consider how digital marketing affects your life, if an email or social media post lands at the right time, are you more likely to buy? The answer is likely yes. With clever technology that allows basket abonnement emails to be sent and the re-targeting users who have visited specific parts of your website, the marketeer has a greater chance communicating with customers when they are most receptive. Monitoring the outcome of these activities to ensure they are having the desired results is also an important part of the process. If it isn’t working, then then change your approach and/or channel. Some of the items we consider at The Revenue Club when implementing a green fee marketing strategy are highlighted in the charts and KPI’s These charts illustrate when golfers are searching for a tee times and when they play. Unsurprisingly, weekends are popular and in high

demand. If you have any weekend availability it is important promote it during the week to increase your visibility to customers at the right time. Drilling into these stats further it is interesting to note that if a golf club has availability in the morning, the lead time for bookings is 24 hours longer which is also worth considering when deciding on the timing of your communications. Finally, it is good to consider what your ROI will be from the marketing efforts you put in. Clearly your time is valuable, as is any spend you might issue to promote a specific post on social media or any costs associated to using an email tool such as MailChimp. The potential returns are high, but only if your marketing activity generates revenue from your customer base. There has likely never been a better time to increase your digital marketing as when the lockdown restrictions are lifted, especially if you are asking customers to book and play in a different fashion.

£50.54 AVERAGE BOOKING VALUE

2.39

AVERAGE PLAYERS PER TEE TIME

£21.17 AVERAGE PRICE PER PERSON

The Revenue Club are the UK’s visitor golf specialists, helping golf courses increase revenue, save time, increase value and reduce costs. Contact Chris Knight, PGA Professional, The Revenue Club chris@therevenueclub.co.uk

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MARKETING

MARKETING UNDER PRESSURE WHAT YOU NEED TO DO TO GET READY TO REOPEN ONCE THE LOCKDOWN EASES n BY ANTJE DERKS

he COVID-19 outbreak has had a phenomenal impact around the globe - leaving business owners - both large and small - struggling in its wake. However, as Boris Johnson prepares to set out his Government’s roadmap to ease the lockdown, it is really important to think about what the recovery will look like once things begin to return to normal - or a new normal is established. It is vital that you have an exit strategy in place for after COVID-19, so that you can hit the ground running and make up for lost revenue quickly. If you’re not sure what your coronavirus exit plan should include, these top tips should help you get your business back on track. REASSURANCE Your clients and customers will need a huge amount of reassurance that you - and the club - will be complying with social distancing and will do everything in your power to keep visitors safe. Even after the lockdown is eased, these measures will be in place for a good while, so it is important that you and your colleagues at the club have a watertight strategy in place that not only protects you, but those who are coming for lessons, to play a round or need to purchase equipment from the shop. It is important that you build a marketing plan now illustrating how you plan to conduct lessons, rounds and sales in a safe manner. If clients need to borrow equipment, will you have sanitising wipes on hand? Will you provide gloves? Will you wear a face mask? Your marketing strategy should include a newsletter that sets out your plan in a clear and concise way. You can either write a short article with bullet points, or, if you are more confident, you could make a short video explaining what clients can expect when they visit the club. If you plan on wearing a mask - post a couple of pictures of you in one. Photograph your PPE (hand sanitisers, gloves and the like) and post those. Clients may feel self conscious if they rock up for a lesson in gloves and a mask - it is your job to make them feel that it’s normal. Share your video and images across all your social channels, so you get maximum exposure. PROMOTIONS In order to entice people back into the club and to restart lessons, you will need to offer a promotion - this can either be in the form of a voucher offering 10% off a block booking or a buy six and get the seventh lesson free. Another way to get an injection of cash is to promote gift cards. Not only will it be money in your pocket, it will guarantee that a customer will return

in the future. If you don’t yet do gift cards, that will be another mini marketing campaign to engage your clients. Vouchers are always a winner - especially as people will inevitably have been hit financially as a result of the pandemic. Again, you need to announce your voucher/gift card campaign via newsletter, website and also via your social media channels - be creative though, you want some eye-catching images and some catchy captions to pique people’s interest. FOCUS ON YOUR EXISTING CUSTOMERS THIS IS REALLY MARKETING 101. However, the whole COVID-19 situation is an excellent reminder that it’s much easier and less costly to market to your existing - and loyal - customers than trying to acquire new ones. Indeed, you want to engage with existing clients, because the majority will be itching to get back into the swing of the sport. The key question you need to ask yourself is ‘what can I do to help my existing customers?’ Are there any additional products or services that you could offer? However, the safety of your clients and customers is paramount. If they aren’t confident that you have a watertight social distancing and protection plan in place, it doesn’t matter how many promotions you offer, they won’t feel confident in returning to the course. UTILISE SOCIAL PLATFORMS TO COMMUNICATE Clear, concise communication is key. Talk to your clients, engage with them, answer their questions and concerns in a prompt manner. Zoom has proven extremely popular during the pandemic - both for work meetings and social get-togethers. You could market a series of Zoom meetings with your coaching clients, so that you can answer their concerns and address any questions face-to-face. The platform is free for the first 40 minutes, which is ample for a Q&A session. I would highly recommend you implement this and advertise it on your website, via your newsletter - and your clubs as well as your social channels. You will need to book a slot on Zoom - you’ll get a meeting ID and a password, which you can share with those that sign up. If it proves popular, you can add further meetings and can eventually turn them into non-COVID specific clinics for example. Ultimately, none of us knows exactly what our post-COVID world will look like, but it is important to plan and get marketing now, instil confidence in your clients and hit the ground running so that you can claw back some of your lost revenue. But remember, communicating your plan to keep you and your clients safe and healthy is your number one priority and you should start doing this now. ●

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MEMBERSHIP

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THIS MONTH’S HIGHLIGHTS INCLUDE: Great discounts on Apple products PGA members can get discounts on Apple products including the iPad and Apple Watch*. Through the iPad you can access a great selection of Entertainment including 1 year’s free subscription to Apple TV+, Fitness content via apps & YouTube, Games for the family and Educational/fun apps for the kids. Looking to keep in shape? Stay on track with your fitness with the Apple Watch. Access to exclusive deals on food, tech and everything in between The TOTUM PRO discount card and app offers you access to discounts and offers available online and via the TOTUM app. Browse a range of brands including deals on Amazon Prime, Boots and Co-op Food. What’s more, you can take advantage of TOTUM PRO for just £14.99 for one year* and as a member of The PGA you will receive an extra 3 months for free. Save on average 27% on mobile phone deals compared to EE direct* Reward Mobile are a multi-award winning, premier partner of EE, offering PGA members discounts on the latest mobile phones, tablets and EE Home Broadband*. Stay active with MyActive Discounts digital fitness subscriptions MyActiveDiscounts offers PGA members great savings on digital fitness subscriptions that can help keep you fit and healthy*. 10% online discount at foyles.co.uk With nearly a million books available for home delivery, Foyles is the home for book lovers on the web. Free delivery is available on all UK orders, and their site boasts a wealth of author interviews and blogs to help you choose your next read. Plus sign up to their Foyalty card to earn points on every purchase*. To take advantage of these and other fantastic deals visit the PGA Benefits Special Offers page today! *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Apple - Annual purchase limits apply. Exclusions apply and discounts are subject to availability. For the latest offers visit the Apple EPP store. Reward Mobile - Savings compared to EE direct. Savings calculated over the lifetime of the contract. Prices correct on 13.01.20. Foyles - Unfortunately the discount is not applicable against certain items, including but not limited to already-discounted products, events, gift cards, book tokens, theatre tickets, A Year of Books and the Animator’s Survival Kit. The discount is not applicable to postage costs. Foyles reserves the right to alter products included or excluded from the scheme, and to add to or amend these terms and conditions. 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.

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

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

Affiliate Bonus

and Prostate Cancer UK.

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

IN PARTNERSHIP WITH THE

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

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

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

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

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

Golf Trolley Discount

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

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

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

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

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

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

May 2020

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

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

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

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

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

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

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

The PGA Professional

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

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

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

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

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

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

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

BETTER BY DEGREES MY CAREER PATH… I was lucky enough to do my PGA Training in the UK though the PGA program. I was both an assistant pro and then a qualified professional working out of Wentworth Golf Club in Surrey, England. Managing the first of its kind “TaylorMade performance lab”. This type of facility in those days would have been considered the ultimate in technology and performance fitting for golf equipment. Being a qualified engineer, I fell in love with the science and art of fitting golf clubs. Fast forward 4 years and I got approached by TaylorMade to join their European Tour operations working predominantly on the European tour fitting TaylorMade equipment to all contracted and non-contracted players alike. More than 50% used TaylorMade in some shape or form. The time working with so many players constantly and equipment that is without a doubt of the highest quality really helped me grow to become a specialist in my line of work. Having developed a club fitting reputation of successfully working closely with many of the top 50 golfers in world golf rankings, my career progressed. My career progressed to managing TaylorMade’s European tour operations. Having first hand access to an extremely talented group of specialists at TaylorMade I was able to learn and develop the most valuable skill in my line of work which is to have the ability to spot golfing talent at a very early stage of an elite golfer’s development. The job satisfaction is twofold, one in working closely

Adrian Rietveld, the Senior Manager of global tour operations for the TaylorMade Golf Company. Based at TaylorMade HQ in Carlsbad, California and specialising in golf equipment performance, Adrian has become best in class at working with elite players.

“

I think in teaching and fitting golf clubs, knowledge is power. In fact, in our information-driven world, how much you know makes more difference to your long-term success, more than almost anything else

with and being an important part of the successes of players like Rory Mcilroy and Jon Rahm, the other in being an integral part of helping develop young golfing talent to one day emulate the likes of players you work with, for example Justin Rose and Tommy Fleetwood. It’s very important to always be in a position where you are available to service players on their immediate demands. For this reason someone in my position would easily travel to 30+ elite golf tournaments in a calendar year, continent to continent preparing the world’s best for the week and conditions that lie ahead. 2016 through 2019 were huge team successes. Playing an integral part from an equipment performance standpoint to help secure high profile victories and accolades (Olympic gold, world number 1 ranking, fed-Ex cup wins, PGA TOUR POTY awards, The Open Championship win, Tiger winning the Masters, Ryder cup successes, Race to Dubai wins and special to me the BMW PGA championship win… TaylorMade Golf relocated myself and my family to America where my role would now focus on managing and running our European operations from TaylorMade HQ. I also had the added responsibility of now working predominantly on the PGA Tour. Joining the highly skilled PGA Tour team at TaylorMade Golf is a goal that all in my line of work would consider a huge career achievement to date. The ultimate test of your skills and knowledge when it comes to understanding equipment and working with the world’s elite. They call the PGA tour the travelling Superbowl, I certainly now understand why!

May 2020

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

day requests , TaylorMade customer meetings in that specific region where the PGA Tour is that week and the list goes on. Wednesday evening I will fly home unless it’s a Major Championship. I plan to arrive home anytime from 9pm -midnight. Thursdays and Fridays, I’ll be at TaylorMade HQ offices working with the team in house and preparing for the following week on tour or working offsite with players on their requests. MY MENTORS…. My mentors range from the many people who gave me my breaks in life, Stephen Gibson who supported me through my PGA training and then gave me the biggest platform to shine at the Wentworth club. The first break you get is so big then it’s up to you to make the most of it. To then being able to work with and get mentoring from the team of experts at TaylorMade Golf. Without a doubt the team are all handpicked and would be considered the best in the world at what they do. It goes without saying that nobody does or gets anywhere without hard work and amazing people around them. I am very fortunate to have both in abundance. WHAT SERVICES DO YOU SPECIALISE IN…. I specialise in equipment and all aspects of it from fitting golf equipment to providing high level feedback to our R&D department for the future of product development in our industry. The ultimate goal is helping golfers at every level play and enjoy better golf. Being a PGA Professional I have a deep desire to play a part in the success of the many PGA pro members who service recreational golfers with equipment all over world. Much of the feedback from a tour level goes through the channels to eventually help and support the many golf club professional business throughout the world. With golf being such an aspirational sport, our tour operations are playing an integral part of the excitement and buzz around golf equipment which is a big part of the overall puzzle. Overseeing and working with our teams around the world when it comes to identifying and supporting the best amateur golfers in the world is also part of the TaylorMade tour operations mission statement. To specialize in securing that the future talent funnel feeding all worldwide tours are best placed to achieve their golfing goals.

BEST ADVICE I’VE BEEN GIVEN … It is not certain if talent can make you successful or not, but know one thing, hard work will always make you successful. And if you have talent and hard work, you’re going to be a legend. The price of success is hard work, dedication to the job at hand, and the determination that whether you win or lose, you have applied the best of yourself to the task. ADVICE I’D GIVE… A person who’s talking is giving away information, often more than he or she intended. Listen 50% more than you talk. A person who’s listening is receiving information to act on. Your actions after that will be meaningful and more often make a real difference. ●

MY DAY TO DAY ROLE…. One of the joys of my role is that no two days are the same. The equipment work on tour is without a doubt endless, just imagine the world elite searching for perfection week in week out. A typical week on tour for myself would be to head to the Airport around midday on Sunday and arriving before midnight at my hotel room. I arrive at the tournament golf course where our state-of-the-art tour truck is located. This is my office for the week, everything myself and the team need to perform any job to the highest quality can be done on our TaylorMade Tour truck. Between Monday morning 7am and Wednesday evening before I board an aeroplane back to HQ. The work is non-stop from building and fitting golf clubs in every part of the bag, player, agent meetings/dinners , TaylorMade marketing activation, Staff player service

The PGA Professional

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

EMPLOYMENT OPPORTUNITIES Weybrook Park Golf Club Dedicated PGA professional required to lead the Academy, Retail & Operations. A strong membership and visiting golfers gives ample opportunity for a busy coaching diary and to meet targets. The successful candidate will have a great opportunity and resources to be highly rewarded in this role. Send CV to manager@weybrookpark.co.uk by 14/5/2020. Pachesham Golf Centre, Leatherhead. Exciting opportunity for hardworking, enthusiastic Professionals with opportunity to teach, custom fit with Trackman and develop retail skills at our busy centre of excellence. Good earning potential, commission schemes, a 5 day working week and progression under the Matthew Paget umbrella. Please apply to James Warrington by email: jrwarrington01@aol.com Closing date: 31st May 2020

INTERNATIONAL Dubai Golf Dubai Golf are seeking passionate, personable and outgoing interns who are able to provide exceptional service to our members and visitors. Key Roles and Responsibilities - PGA Qualified Instruction - Golf Membership - Golf Services Please send CV and Covering Letter explaining which aspect of the operations excites you to sjones@dubaigolf.com

Have you come to a career crossroads? Not sure which step to take next to move forwards? We are here to help! The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work. Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction. The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2020 the year you move your career forwards. Email recruitment@pga.org.uk

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

March 2020

www.pga.info

#WeGetIT #ProjectSilverbug Business-shaped technology

How To Retain Business Security Whilst Working From Home One of the main areas of concern is email, particularly around phishing attacks. It has been reported that there has been a rise in Phishing attacks during the COVID-19 epidemic. If your business is new to working from home, or remotely for that matter, we recommend that you review your security set-up and ensure you have the tools in place to remain protected. For example, Mimecast.

In recent weeks, a vast portion of the global population were forced to worked from home, but how many businesses were actually prepared for this? It turns out that 55% of UK businesses had little to no experience working from home. This dramatic change must have been quite a shock and difficult to adapt to in such short notice, sometimes at the expense of security best practices. No matter what industry your business lies in, your employees are the ones on the frontline for security. So, how can you protect your business when you’re most exposed?

Mimecast is a great service – We use it and we encourage that businesses use it too. It has multiple great features, but not limited to: • • • • • • • •

Data Leak Prevention Signature & Disclaimer Management Intelligent Email Routing Threat Intelligence API (Application Programming Interface) URL Protect Attachment Protect Impersonation Protect

Luckily for you, these security features can be implemented remotely, so don’t waste anymore more time and get on the phone!

1. Have a Cloud storage system in place 2. Provide employees with VPN access 3. Employee devices have firewall protection 4. Implement email filtering software 5. Ensure employees are using MFA 6. Provide security awareness training

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Positivity |

Progression | Honesty | Passion | Agility

The Perfect Match

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