The
Professional T H E
O F F I C I A L
P G
B E R S ’
M A G A Z I N E
Volume 15 Issue 2 March 2019
IT’S A WRAP PUTTING COACH TO THE STARS PGA Master Pro Phil Kenyon
FACE OFF
The technology pushing driver performance
A/W19 apparel in the spotlight
THE WIZARDS OF OZ
PGA Members working Down Under
CLUB MANAGEMENT Your guide to new member integration
KEEPING ORDER
Master the art of pre-ordering
Business rule #1 Surround yourself with good company
Helping the golf industry do business
Centenary House, The Belfry, Sutton Coldfield West Midlands B76 9PT www.pga.info PGA is a registered trademark of The Professional Golfers’ Association Limited.
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The
Professional
CONTENTS
MARCH 2019
14
THE OFFICIAL PGA MEMBERS’ MAGAZINE
21
Editor: Jane Carter Managing Editor: Nick Bayly managing.editor@pgapublishing.co.uk PGA News and Features: steven.carpenter@pga.org.uk Contributors: Phil Barnard; David Colclough; Antje Derks; golfbreaks.com; Nicole Wheatley; Angela Youngman
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Photography: David Brenes Photography; Getty Images, Adrian Milledge Editorial assistant: Kelly Lewis
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Design: Barbara Stanley Advertising Sales: keith.foster@pgapublishing.co.uk ben.foster@pgapublishing.co.uk Recruitment Advertising: recruitment@pga.org.uk PGA National Headquarters Centenary House The Belfry, Sutton Coldfield West Midlands B76 9PT Tel: 01675 470 333 Fax: 01675 477 888 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 2019 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, the Crest and PGA Pro – the Heart of Golf are registered trademarks 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
FEATURES 18 PYRAMID OF INFLUENCE How fewer club contracts on tour is shifting the power of influence towards the PGA Pro 21 DRIVING ON THE LIMIT Focus on the R&A’s latest Driving Distance Report INSIDE THE PGA 5 ROBERT MAXFIELD COLUMN A message from The PGA’s Chief Executive 6 PGA NEWS INTERNATIONAL 14 WORKING ABROAD Focus on Australia 17 MEMBER Q&A: DUNCAN LINSCOTT PGA Professional, Topgolf, Brisbane TRADE 22 TRADE NEWS Product launches and retail news 25 EQUIPMENT The face technology behind the latest drivers 29 TRADE Q&A Powakadddy CEO David Catford
Front cover: Phil Kenyon p52
The PGA Professional
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www.facebook.com /thepga
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34 APPAREL Autumn/Winter 2019 ranges unwrapped
PERSONAL DEVELOPMENT 52 MASTER PROFESSIONAL Q&A Phil Kenyon, putting coach to the stars
38 RETAIL Pre-ordering for sales success
55 RULES OF ENGAGEMENT Tips on how to keep on the right side of employment law
40 BEING YOUR OWN BOSS It pays to plan when you’re freelance TRAVEL
MARKETING
41 SHORT-HAUL DESTINATION Algarve: All roads lead to Amendoeira
50 FINDING YOUR SPECIAL SAUCE How to stand out in a crowded market
44 MID-HAUL DESTINATION Marrakech: Morocco’s golfing oasis 45 TRAVEL BUSINESS Money-making ideas for hosted trips
MEMBERSHIP
COACHING 45 HORSES FOR COURSES How tour players adapt to different playing conditions 47 SMILING ALL THE WAY TO THE BANK PGA Professional Sarah Claridge finds that putting the fun back into learning helps bring in the customers and pay the bills
www.linked.com/company/ professional-golfers-association
GOLF CLUB MANAGEMENT 56 FIRST IMPRESSIONS Tips on how to engage your newest members 58 YOUR BENEFITS A selection of special deals and offered secured for you by The PGA RECRUITMENT 60 SITUATIONS VACANT FINAL THOUGHT 66 JIM CROXTON, BIGGA CEO
www.twitter.com /thepga
www.instagram.com /thepga
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Building stronger business relationships
Helping the golf industry do business
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F RO M T H E C H I E F E X E C U T I V E CO LU MN
Golf without borders This month Robert Maxfield, Chief Executive, outlines the increasing support offered to Members overseas as they follow in the footsteps of generations of PGA Professionals growing the game worldwide
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henever I am asked to Members responsible for running speak about the PGA, flagship facilities the world over. We are I recount its history starting to work closely with owners with some pride. It is all too easy in a and developers to promote the value world which seems to get increasingly and importance of PGA Professionals accessible and less ‘global’, to lose sight within a facility’s management team, of how pioneering our early Members whether in the office, or delivering front were. As the first PGA, every other line services to customers. organisation using the most instantly The key role of our founder Members recognisable brand in golf spawned from was golf coaching and that role remains our Association. In the early part of the fundamental to the world of golf last century Members helped form many today. We work closely with other of the oldest PGAs, including those in PGAs around the world, the R&A and America, Canada, Australia and New the International Golf Federation to Rob Maxfield addresses Members at the Zealand. Thailand Golf Conference promote the importance of excellent Our history has many more golf coaching in countries where examples of how our Members golf is thriving, or just starting travelled across the world, Sharing best practice remains International Members are proud out. introducing more and more ever important and as well custodians of the brand and have as supporting our worldwide communities to golf and the role of the PGA Professional. Making built a reputation for quality and Members delivering coaching at golf happen was one of our core every level, we are pleased to work professionalism overseas which closely with other PGAs as they responsibilities even then. The work of our international future generations of Members develop in their own countries. Members remains equally We are proud to be one of the should be proud to follow important today and during the leading providers of training and last six months we have taken education the world over and steps to recognise that as an have committed to building on Association. We continue to increase our support to those overseas, this reputation in countries where golf is still in its infancy. Closer both through a growing team at The PGA and supporting through to home, we have reached out to our fellow PGA Associations in a peer to peer network of 1600 PGA Members working in more more than 45 European countries and working alongside them, we than 84 countries, who are proud custodians of the brand and have remain committed to developing the game on the Continent. built a reputation for quality and professionalism overseas which These may be uncertain times on the European political agenda future generations of Members should be proud to follow. but the excellent worldwide opportunities for our Members We began 18 months ago with a successful conference in remain. Our core objective to improve your personal and Thailand – repeated last year – and this month sees the first staging professional lives, has no geographical boundaries and wherever of a Members networking and education event in Germany. you are in the world, you can count on our support. The appointment of Matt Davies as our International Regional Manager underpins our commitment to supporting those who seek new opportunities further afield. Last month I wrote about the broadening role for PGA Members and this is even more evident overseas. To find a PGA Robert Maxfield Professional in the Director of Golf chair is common, with Chief Executive
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The PGA Professional
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GO LF N E W S
The hot topics from the wider world of golf
New rules suffer bumpy introduction Many tour pros are struggling to get to grips with the changes to the Rules of Golf, resulting in costly penalties and disqualifications
Haotong Li’s caddy stood behind the line of the putt just before the player took up his stance
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player’s ball when the player begins taking a stance for the stroke and until the stroke is made (Rule 10.2b(4).” The penalty angered many tour pros, including Eddie Pepperell, Ross Fisher, Richie Ramsay and Pablo Larrazabal, all of whom vented their fury on social media. It also caused European Tour chief executive Keith Pelley to issue a forthright statement criticising the application of the new rule and its lack of flexibility. “Everyone I have spoken to about this believes, as I do, that there was no malice or intent from Li Haotong, nor did he gain any advantage from his, or his caddie’s splitsecond actions,” said Pelley. “Therefore the subsequent two-shot penalty, which moved him from T3 in the tournament to T12, was grossly unfair in my opinion. In an era where we are striving to improve all aspects of golf, we need to be careful and find the proper balance between maintaining the integrity of the game and promoting its global appeal.” This unprecedented outburst led to
Kneesy does it – pros have had a hard time adjusting to the new rule of taking a drop from knee height
he application of the new Rules of situation yesterday and I completely Golf have ruffled more than a few understand Keith Pelley’s concerns when feathers among professional golfers a rules incident occurs at such a key stage over the last two months, with several of a European Tour event, but there is no incidents resulting in penalties, some of discretionary element to the rule precisely which had significant consequences. so that it is easier to understand and can be While a handful of tour pros have been applied consistently.” given friendly warnings, some by fellow Once tempers had cooled off, the R&A players, in advance of dropping a ball from subsequently issued a further statement on shoulder height – it now how has to be from February 5, which was designed to clear knee height – the new rule that the muddied waters. The In an era where we are striving to improve prevents a caddie from standing first part sought to clarify all aspects of golf, we need to find the proper behind their player when they at what point a player has address the ball hit the headlines balance between maintaining the integrity of begun to take a stance, and when China’s Haotong Li was what happens when a player the game and promoting its global appeal docked two shots after his caddie backs away from taking a Keith Pelley, European Tour Chief Executive was deemed to have lined him up putt, while the second area over a two-foot putt on the final hole of the a swift rebuttal from the R&A’s chief covered the intentions of the caddie to Dubai Desert Classic. executive Martin Slumbers, who issued his ‘deliberately’ stand behind the ball. Slow-motion TV footage seemed to own public statement that said that the law David Rickman, Executive Director clearly show that the caddie, Mike Burrow, had been applied correctly. of Governance at The R&A, said: “These was already moving away before the player “We have reviewed the ruling made and clarifications are designed to improve the had adopted his stance, but tour officials agree that it was correct,” he confirmed. operation of the rule and give the players ruled otherwise, and Haotong, who was the “There has been some misunderstanding of more opportunity to avoid a breach while defending champion, dropped from third the new rule, and I would point out that it remaining true to the purpose of the rule. to tied 12th, and lost €100,000 in prize is designed to prevent any opportunity for We appreciate that this requires some money. the caddie to stand behind the player as he players and caddies to make an adjustment, Under new Rule 10.3b(3), a caddie begins to take his stance. Whether the player but we believe there is widespread cannot “deliberately stand on or close to intends to be lined up is not the issue. We acceptance that it is for the player alone to an extension of the line of play behind the appreciate that it was a very unfortunate line up a shot.”
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March 2019
| www.pga.info
N E W S PGA
Golf industry backs Women in Golf Charter THE R&A’S drive to increase the
playing golf, as well as giving
number of women and girls partici-
women wider opportunities to
pating in golf and to encourage more
enjoy careers and volunteering in
opportunities for women to work
the sport.
within the sport has been reflected in
Other organisations who have
early success for the new Women in
adopted the Charter include the
Golf Charter.
PGA TOUR, the European Tour,
Launched last May in London, the
the Ladies’ European Tour and
Charter set out to inspire an industry-
the Golf Foundation.
wide commitment to developing a more inclusive culture within golf globally.
Martin Slumbers, Chief Executive To date, over 100 organisations have given
of The R&A, said, “We would like national
It is designed to encourage actions that
their commitment to the Charter, including
associations, with the involvement of clubs, to
enable more women and girls to flourish
The PGA, pledging to build on current
set targets for participation and membership
and maximise their potential within the golf
initiatives and develop new projects to increase
as we look to increase the number of women,
industry at all levels.
the number of women, girls and families
girls and families playing the sport.”
#WeLoveGolf branches out on social media
Follow your regional social media accounts
THE PGA is extending its #WeLoveGolf campaign into 2019 with a view to encouraging even more women to take up golf and offering them more opportunities to stay in the game.
THE PGA uses social media to promote and share news about the Association and its Members. It will continue to do this through its main channels Twitter, Facebook and LinkedIn. However, in a bid to create a clear channel to Members, all content aimed at Members will be fed through the regional social media accounts and we urge you all to follow your regional accounts.
#WeLoveGolf, which launched in May last year, uses social media to encourage more women and girls to play golf and then connects them to PGA lead female focussed programmes across the world. Last year’s activity culminated in two #WeLoveGolf pilot events. Both attracted significantly more women than anticipated, with a substantial proportion moving into regular golf coaching this winter. As a result, a series of #WeLoveGolf events will be running through 2019 which will be supported with integrated marketing campaigns. As social media drives the campaign, The PGA has just launched #WeLoveGolf
on Twitter (@WeLoveGolfPGA)
and Instagram
(instagram.com/welovegolfpga). The #WeLoveGolf Facebook page will continue to be a source of information for We Love Golf events and be populated with useful information for beginners and improvers. Dr Jonathan Wright, Golf Development Executive at The PGA commented: “Many women do not want to become golf club members, but they do want to play and improve. By acknowledging this and giving women diverse access to golf we can keep them in the game and encourage even more women to join them.” As well as co-ordinating events around the world, there will be additional opportunities for Members to engage with the campaign around key dates in the diary including International Women’s Day, Women’s Golf Day, the
Facebook www.facebook.com/PGARegions Twitter PGA North region – twitter.com/PGANorth PGA South region – twitter.com/PGASouth PGA East region – twitter.com/PGA_East PGA West region – twitter.com/PGASWest PGA Midland region – twitter.com/PGAMidlands PGA Scotland region – twitter.com/PGAScotland PGA Ireland region – twitter.com/PGA_Ireland The PGA is also looking to create a pool of Members who are keen to be involved with the Association’s social media output. This includes submitting video content and sharing your opinion on hot topics within the golf industry. If you are interested please email steven.carpenter@pga.org.uk
AIG Women’s British Open and The Solheim Cup.
The PGA Professional
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P G A N E W S
PGA to host networking and education event in Frankfurt A EUROPEAN Members’ Education and Networking Day for Overseas Members will take place in Frankfurt at the beginning of March. Over 750 PGA Members work overseas in Europe, with around a quarter of that figure working in a number of roles across Germany. Robert Maxfield, chief executive of The PGA, will reveal his vision of the Association in 2019 at the event on March 4, while highly-respected performance coach Ian Peek and Steven Orr, the youngest recipient of the Master Professional title, are confirmed as guest speakers. New Overseas Regional Manager
Steven Orr will be speaking at the conference
Matthew Davies commented: “I am delighted to launch our very first European Members’ Networking and Education day at the prestigious Frankfurter Golf Club.
PowaKaddy strengthens partnership with The PGA PGA MEMBERS will continue to enjoy the commercial benefits and exclusive offers available through PowaKaddy after the world’s leading electronic trolley brand reinforced its relationship with The PGA by upgrading to PGA Partner status. PowaKaddy is licensed to use the PGA trademark and will have special access to PGA Members to grow brand support and drive greater awareness. “We are a highly ambitious company and this partnership is very important for us as we continue to strengthen PowaKaddy’s status as the number one electronic trolley brand,” said PowaKaddy CEO David Catford. “Our connection to the PGA Professional is a vital part of communicating our brand messages to the customer, which is why we are very proud to align ourselves with one of the most highly respected associations in golf. Supporting The PGA and maintaining close ties to the grass roots professional is something which gives us great satisfaction and I’m thrilled that this will continue for years to come.” Commenting on the partnership, Liam Greasley, The PGA’s Executive Director – Commercial, said: “We look forward to working with PowaKaddy for many years to come as our Members continue to educate and promote golfers around the world about PowaKaddy products, while also enjoying commercial benefits themselves.”
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Building on the success of our International Conference in Thailand, this event will offer our European-based members the opportunity to network with fellow PGA Members whilst learning from expert speakers Steven Orr and Ian Peek.” He added: “It is also a great opportunity for our European Members to listen to and have influence on Rob’s plans for the association moving forward. I hope many will take the opportunity to support this event.” For more information, or to book your place, email matthew.davies@pga.org.uk
Yapp receives parliamentary honour JOHN YAPP has been made an honorary life member of The All-Parliamentary Golf Group for his long-standing service to The PGA. Yapp has been involved with The PGA for almost 18 years, working as the Association’s Group Finance Director before moving into semi-retirement as PGA Finance Director, Ryder Cup. All-Party Parliamentary Golf Group co-chair and Member of Parliament for North Warwickshire, Craig Tracey MP, said: “The All Party Parliamentary Group for Golf is relatively new and along with the R&A, parliamentarians have recognised how important the PGA and its members are to our sport.” Yapp added: “I am also very pleased for The PGA, where one of its team is recognised in this way with parliamentarians appreciating how The PGA can be a significant influence in them achieving their aims.” March 2019
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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 • david.murch@foremostgolf.com
P G A N E W S
On the move… The latest PGA Member appointments across the UK, Ireland and overseas
Licata takes on double role Three-time Gloucester and Somerset PGA Order of Merit winner Giuseppe Licata looks set for a busy year after taking on a new role as head professional at Filton Golf Club while also serving as captain for the West Region. He had hoped to play a full season of regional golf but now his role at his boyhood club takes priority. “It’s going to be very stressful, but exciting,” said Licata. “It’s a big honour to be appointed professional at the club where I grew up and to be PGA captain at the same time.”
Atkinson hopes to go one better at Staysure Trophy IT’S NOT every day you get to enjoy breakfast with one of the greatest Ryder Cup players of all time, but that’s exactly what happened to PGA Professional Lewis Atkinson after entering last year’s Staysure PGA Trophy. After progressing through a regional qualifier at Kings Hill, Atkinson and his over50s amateur partner Peter Hewitt had just finished playing in a thrilling Grand Final. Despite their best efforts, the Gerrards Cross duo finished runner-up in the event with a
Lewis Atkinson (right)
score of 87, five points behind winners Glen Portelli and amateur partner Vic Kenny, who
nine under par in his first round! They were
were representing Old Ford Manor.
both great guys.”
But for Atkinson and Hewitt, their
Atkinson will be hoping to go one better
experience in the tournament will be
in 2019, having entered the Staysure again “It
remembered for something other than an
made me really proud to represent my club,” he
impressive second-placed finish.
added. “To make the Grand Final is obviously
“Once there we met Paul McGinley and I
special. It’s special for the club, but also an
had breakfast with Colin Montgomerie which
amazing experience for my amateur partner.
was special,” revealed Atkinson. “Colin asked
The entire event is run superbly by The PGA
Popular West Sussex-based Professional Russell Buxton has been promoted to the head professional’s job at Copthorne Golf Club following the retirement of Joe Burrell after 36 years in the job. Having previously worked at Goodwood and Hassocks, Buxton moved to Copthorne as an assistant and took over from Burrell in January. “I’ve shown what can be achieved with the club’s junior section,” said Buxton, who won the PGA Sussex Open in 2012. “It’s now thriving around a core of committed players, engaged in competitions and coaching every weekend scheduled around their school commitments.”
me about the course and how it was playing as
and Staysure. I’d love to go one better this year
he’d never played the International course, so
and win the entire thing, but I’d also be happy
I told him my thoughts. The next day he shot
to make the final.”
Bragg joins Your Golf Travel
GolfSixes League squad members.
Buxton in charge at Copthorne
PGA Professional Darren Bragg has joined Your Golf Travel as Senior Commercial Manager ahead of
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GolfSixes kids in a league of their own THE GOLFSIXES League is set to expand
fantastic project and opportunity for the young
significantly in 2019 after encouraging more
golfers to play a different format, new courses
young people into the sport last year.
and meet other young players. Everyone at the
The initiative reached over 100 clubs golf
club has thoroughly enjoyed every game.”
clubs in 2018, and will be enjoyed by more
Golf Foundation CEO Brendon Pyle added:
than 200 this year as GolfSixes League proves
“Parents, PGA pros and club organisers are
highly popular with club management, PGA
saying that GolfSixes League has helped build
Professionals, parents and children.
confidence in their new young players and the
Quicker six-hole matches in a fun Texas Scramble format are designed to create a sense
interest from all, including from the County Golf Unions, has been amazing.”
of belonging in junior sections, while also forging a respect for practice among young players. Some 58 per cent of PGA Professionals provided additional practice sessions for Iain
Fulton,
PGA
Head
Teaching
Professional at Belton Woods, Lincolnshire, said: “The GolfSixes League has been a
Over 200 clubs are set to take part in GolfSixes junior leagues this year
March 2019
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N E W S PGA
SkyCaddie extends PGA Partnership
the 2019 season. Bragg set up Golf Tuition Breaks in 2007 and hosted over 50 trips up to 2015, before joining the Golfbreaks Pro Travel Team as Business Development Manager.
SKYCADDIE, THE GPS brand which
And in other transfer news…
maps all of its courses on foot to ensure its distance measuring devices are accurate, has taken another step forward by extending its PGA Partner agreement. The two-year extension means the partnership is now in its 13th year and also includes title sponsorship of The PGA’s popular Pro-Captain Challenge, which
sponsored
pins, is bringing PGA Professionals
since 2017. Under the new agreement,
SkyCaddie
has
back to GPS with its powerful game
SkyCaddie is the official PGA Partner
improvement features. And SkyTrak, the
for distance measuring devices, mobile
company’s personal launch monitor and
swing analysers (SkyPro) and launch
simulator, has also been highly popular
monitors (SkyTrak).
with
PGA
Professionals
and
keen
Commenting on the extension and
amateurs since its introduction in late
the brand’s enduring relationship with
2015. PGA Members can benefit from
The PGA, James Holmes, SkyCaddie
this technology thanks to an exclusive
General
retail offer which is an integral part of
Manager
UK
and
Europe,
said: “Both SkyCaddie and SkyTrak
the partnership agreement.
are deeply embedded in life at UK
Liam Greasley, PGA executive director,
golf clubs; we visit hundreds of them
commercial, added: “The introduction of
annually, whether to update their course
the SkyTrak launch monitor and the new
maps for SkyCaddie customers, or talk
WiFi-enabled SX500 undoubtedly offer
about how they are using SkyTrak.”
both coach and golfer cutting edge
The new SkyCaddie SX500, which has the ability to give distances to today’s
tools to enhance both performance and enjoyment of the game.”
PGA Members primed for Portrush THERE WILL be four new faces at the 2019
about 2019 and the first Open Championship
R&A Swingzone summer the line-up for
on Irish soil for many years,” said Jonathan
The Open Championship at Royal Portrush
Wright, Golf Development Executive at The
was confirmed.
PGA. “We have a great team of committed
It will be a debut to remember for Irish
PGA Professionals who are ready to deliver
trio Ciaran Molloy, Shaun Devenney and Zoe
fantastic experiences throughout Open week.”
Allen with golf’s oldest major returning to Northern Ireland for the first time since 1951. Alex Mollin is also set to make his first appearance at the R&A Swingzone. He will be joined a host of regular faces, including PGA Master Professional Peter Ball, Ian Bailey and Sarah Bennett. “The Swingzone team are really excited
The PGA Professional
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The PGA Professionals lining up for the Swingzone at this year’s Open will include some new faces
• An 11-year spell at Burgess Hill Golf Centre has come to an end for Bradley Feihn, who becomes the new professional at Singing Hills Golf Course in West Sussex, while James Whitaker takes up a similar role at Garforth Driving Range in Yorkshire following an eight-year spell at Moor Allerton. • Jenny Potter, who was the leading female Assistant of the Year at the 2018 PGA Graduation, has left Loch Lomond Golf Club to take up a new role at the TGI Golf Partnership. • James Close has taken up his first head professional job following a move to Rutland C&GC after spending 15 years at Stoke Rochford. • Steven Hunter, 51, has retired from his role as golf professional at Royal Winchester GC after 31 years, while Karl O’Donnell has left a similar role of 27 years at Newlands GC. • After more than a decade as a coach at Boomers & Swingers in Manchester, Gareth Benson is moving on to pastures new at Formby Hall GC, while a nine-year spell at Potters Barr GC concludes for 70-year-old Norman Greer, who is now a teaching professional at Brocket Hall Academy. • Philip Waine has left the Royal Bahrain GC to become the new Director of Golf at Trump Golf Dubai, while other moves abroad sees Nic Grundtvig take up the role as general manager at Port Elizabeth GC in South Africa, Nicholas Webb has moved to Australia’s Capricorn Resort GC. If you would like to feature in this column, or would like to highlight a new appointment, send details to Steven.Carpenter@pga. org.uk.
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P G A N E W S
Scottish PGA heads up to Downfield A CHANGE of venue for the Scottish PGA
The event, won for the third time by Greig
race again will be the Aberdeen Standard
Championship has been announced in the
Hutcheon last October, will be the penultimate
Investments Scottish Open qualifier on July
unveiling of the 2019 Tartan Tour schedule.
event in the PGA in Scotland’s Order of Merit
6-7 at Longniddry, where four spots will be
title battle.
up for grabs in the event’s first visit to The
After an unbroken run of 20 years at Gleneagles, the PGA in Scotland’s flagship
Also counting in the Order of Merit title
Renaissance Club.
event is heading to Downfield on September 3-6. It will be the second time the tournament has been staged at the Dundee venue after Uphall’s Gordon Law claimed the title there in 1997. Shona Malcolm, The PGA’s Regional
Caption
Manager for Scotland, said: “We’re delighted to be taking the Scottish PGA Championship back to Downfield in 2019 for the first time in 22 years. The course is an excellent test of golf, having hosted many top-class tournaments to date.”
Lilly serves it up in Scottsdale P r e m i e r A l l - We a t h e r S u r f a c e s f o r G o l f
The iconic par-thee 16th at TPC Scottsdale
WELLINGBOROUGH PRO Simon Lilly recorded a three-shot victory in the 19th staging of the Scottsdale Classic Pro-Am, which once again served up an action-packed week in the Arizona desert. There were five players all within a shot of Lilly after three rounds of exhilarating golf at FireRock Country Club and We-Ko-Pa Golf Club’s Cholla and Saguaro courses. Billy Hemstock, Darren Prosser, Paul Nessling and Adam Hickling all put up a fight, but it was Lilly who won the 72-hole tournament thanks to a one-under-par 70 at TPC Scottsdale, which included a birdie at the infamous par-three 16th, to claim victory by three shots. Partner
The Pro-Am Team event resulted in victory for Bruce Whipham’s team of Ian Bullions, Simon Bullions and James Rock.
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N E W S PGA
Huxley Golf steps up to PGA Partner status PGA PROFESSIONALS have a chance to boost their income streams following the announcement that Huxley Golf has extended its relationship with The PGA by becoming a PGA Partner. The Hampshire-based company is the world-leading supplier and installer of synthetic surfaces and putting greens for the golf sector. Having been a PGA Official Supplier since 2008, Huxley Golf has now upgraded its status as part of a new three-year deal. The independent family-owned company specialises in the supply and installation of premier all-weather golf surfaces for indoor and outdoor use at home, at golf courses and academies, for tuition purposes and for corporate or charity golf events.
is mutually beneficial.” The Huxley Golf Introductory Scheme offers PGA Professionals the opportunity to make money by
Commenting on the partnership, Paul Huxley, owner
introducing new clients who sign up to its golf surfaces.
and Director of Huxley Golf, said: “Both The PGA and
To find out more about the Huxley Golf Introductory
Huxley Golf aspire to maintain the highest standards,
Scheme for PGA members, contact Jo Lyon on 01962
so I’d like to think we have a natural partnership which
733222 or email jo.lyon@huxleygolf.co.uk.
Ardglass pro named TGI Golf Partner of the Year JUST THREE years after being named New Partner of the Year at the annual TGI Golf Awards, Ardglass Golf Club PGA Professional Paul Vaughan won the Partner of the Year at the 2019 awards. Vaughan took the top honour at the annual TGI Business Conference held at Trump Turnberry Resort in Scotland. Vaughan, who became the first Irishman
TGI Partner of the Year Paul Vaughan (left)
to win the Partner of the Year award, saw off competition from fellow nominees Gordon
assistants an element of ownership of the
Cattrell (Middlesbrough GC), Stuart Callan
business. If you have faith in them to do what
(Bathgate) and Jon Earl (Ifield).
they want, then they will help you take your
Vaughan said: “It’s an amazing feeling to
business forward. We place a big emphasis on
have won this award just three years after
talking to our customers, not just in store, but
becoming a partner. I just keep my head down,
through email marketing and social media too
work hard and keep evolving, introducing
– they have both been huge for us.”
new things to the business and being open to
Other TGI Partner award winners included
change, you have to be willing to change to
Simon Hanson from Kemnay GC, who took
become the best you can be.”
home the New Partner of the Year award;
He added: “The team I have at Ardglass
Howley Hall PGA Pro Ryan Rastall picked
have played a huge part in me winning this
up Pro Shop of the Year award, while Stuart
award, I would be lost without them. It’s
Disney from The Mendip Golf Club was
key as PGA Professionals that we give our
given the Most Improved Business award.
The PGA Professional
| #makinggolfhappen
Murray’s on a putting mission MURRAY URQUHART is the latest PGA Member to take advantage of subsidiary rates for Scottish PGA Professionals to become Certified Putting Instructors (CPI). Located at Scotland’s historic Nairn Golf Club, head teaching professional Urquhart will use his new skills to work on stroke and putter training in his indoor studio as a Scottish Golf Academy Coach. “If I had known some of the things in the CPI Course and applied them when I was playing I would certainly have been a better putter,” said Urquhart. “I also enjoyed learning about the six degrees of freedom. It was extremely useful and provides a structure to again communicate with the pupil.” PGA Members in Scotland looking to take the Certified Putting Instructor course can apply for a subsidiary as part of their ongoing education. For more information, visit www.franklygolf.com
13
I N TER NATIONAL WO R K I N G A B ROA D : AU S T R A L I A
Starting a new life down under Australia is by far the most popular destination for UK expats, but navigating visas and finding work can be tricky, especially for non-essential workers – which currently includes PGA Golf Professionals – but for those that persevere the rewards are all too obvious
A
common language, increased pay, better quality of life, and more than 240 days of sunshine a year combine to make Australia an appealing destination for Britons looking for a new place to live and work. One in four UK citizens now living abroad has found a new life in Australia, making it by far the most popular expat destination with more than 1.2 million Britons now calling Australia home. It’s also home to the largest number of British-born PGA Professionals – 55 at the last count. And it’s not difficult to see why. Last year Melbourne was ranked as the most liveable city in the world for the fifth year in a row, while Adelaide, Sydney and Perth also made the world’s top eight. Manchester, the UK’s highest entrant, placed a lowly 46th, while London failed to make the top 50 and no other British cities featured in the top 100. Sydney was also named the most affordable city for young people to live last year, thanks 14
largely to its high minimum wage, although it is still a relatively expensive place. So if you like your summers hot and your food barbequed, then a golf career working in Australia offers plenty of appeal. But, with the golf industry Down Under suffering a similar to decline to the UK, there is not only fierce competition for the few jobs on offer, but for overseas candidates there is also a mountain of government red tape to cut before you’ll ever get a chance to put a prawn on the barbie, let alone give a golf lesson or manage a club.
gas fitters), and it essentially means that employers are legally bound to employ an Australian over an overseas worker for jobs not on the ‘wanted’ list, and that currently means that an Australian-born PGA Member will almost always get first look in at any job over someone coming from overseas. That leaves two options: one, to chance your arm and apply for a 12-month working holiday visa and hope to find work soon after you arrive, or get sponsored by a club or company. The former is clearly risky, while the latter are increasingly rare given the recent change in job status afforded to golf professionals by the Australian government.
WORKING BRIEF While those Brits that have be able to find work in the golf industry seem very happy with their lot (see panel opposite) those seeking employment for the very first time will be faced with the fact that golf pros are no longer on the government’s list of ‘skilled occupations’ needed to meet work visa requirements. This skills shortage list is dominated by jobs in healthcare, engineering and skilled manual labouring (plumbers, bricklayers, plasterers and March 2019
| www.pga.info
WO R K I N G A B ROA D : AU S T R A L I A I N T ER N AT I O N A L
An insider’s guide to working in Australia
FACT FILE GOLF PARTICIPATION: Out of a
population 24 million, around 1.1 million (6%) regularly play golf, making it the second largest participation sport in Australia. Of those, around 393,000 are members of clubs. Approximately twothirds clubs have less than 200 members, with 83% having less than 500 members. Nationally, female members account for 19% of club membership, while 57% of members are aged 55 or above. The average age of members is 54 for men and 63 for women. Junior members account for 3.5% of members. Club membership numbers peaked in 1998 at approximately 500,000, but since this time there has been a steady decline, with an overall drop of 21% in the last 20 years. The number of rounds played has remained steady, however, with just over 15m rounds played in 2017, up 4% on 2016.
GOLF FACILITIES: There are around
1,500 golf courses in Australia, plus 166 driving ranges, and 33 virtual golf venues. New South Wales has the most number of clubs (378), followed by Victoria (303) and Queensland (283). NSW has highest average member count (396), while Western Australia’s 194 clubs average just 146 members per club. The most popular golf areas are around the major metropolitan areas of Sydney, Melbourne, Brisbane, Perth and Adelaide, accounting for 45% of all rounds played nationally. Pros working at resorts will most likely be teaching only, and will more often pay a percentage of their earnings to the club. Some privates clubs still allow the pro to own the shop, but more are now changing to the pro running the shop on the club’s behalf.
We talk to three British-born PGA Members who have carved out successful careers Down Under Chris Rose, Head Pro, St Michael’s GC, Sydney
“I’ve been working as the Head Pro at St Michael’s in
Sydney for the last two years, having lived in Sydney since 2012. I originally came to Australia for the decent yearround weather, which has given me the opportunity to fully maximise my coaching skills and earning potential. As Australia is a large country with a relatively small population, the golf industry has a very close-knit feel to it. This has enabled me to develop lots of valuable golfing and business relationships within the local area. The PGA of Australia offers plenty of continued learning material, both online and through seminars, all of which I’ve utilised to increase my knowledge and qualifications. The 5.30am pro shop starts are very early, but I live close to the beach in the eastern suburbs of Sydney, and work as Head Professional at one of Sydney’s top golf courses, so no complaints from me!”
Nick Bush, Golf Globe, Brisbane
“I’ve been living in Australia for the past 20 years, and
started of working part-time at an off-course retail shop which was part of a 20-store chain (Golf World/Mart) and also coaching at a local driving range. I worked my way up to store manager within 12 months. I ran the flagship store for six years before becoming Queensland area manager for the chain followed by becoming the national buyer and marketing manager. I then moved from retail to wholesale to become National Sales Manager for the Brosnan Group, looking after Nike and Adams. In 2007 I decided to open my own off-course retail shop with an indoor teaching facility, and 11 years on it’s still going strong. Australia is an amazing place to live and work, and it has given me a lifestyle that I wouldn’t have dreamed of in the UK. I’m very fortunate to live in Brisbane, where we have 12 months of sunshine, so golf really is 365 days a year. The golf industry here too has shrunk, as it has done globally, so it doesn’t get any easier, but you just need to keep evolving.”
Andrew Rollo, Director of Golf Operations, Shortland Waters Golf Club, New South Wales
“I have found the transition to living and working in Main picture, top left: St Michael’s Bay, Sydney Left: Brisbane’s Gold Coast is a golfing hotspot for high end resorts Below: Bondi Beach
The PGA Professional
| #makinggolfhappen
Australia to be reasonably straightforward and very rewarding. I originally came over to Australia in 2015 on a one-year working holiday visa, which has now been extended by four years after transferring to a sponsored visa. I first worked as part of the golf operations team at Mount Lawley Golf Club in Perth. This thriving private club offered an excellent introduction to the Australian golf industry, while Perth offers a superb quality of life and wonderful climate. I am currently Director of Golf Operations at Shortland Waters Golf Club in Newcastle, New South Wales. It’s another very rewarding position at a club that has recently gone through a development that included the building of eight new holes and the construction of a new clubhouse. Although I do see myself returning to Britain in the long term, I am very happy that I made the decision to utilise the worldwide recognition of a British PGA Members’ expertise by making the move to Australia.”
15
Staysure PGA Trophy Returns in 2019 After the success of the 2018 Staysure PGA Trophy, Staysure and The Professional Golfers’ Association are proud to be delivering amateurs another great year of golf in 2019. The 2019 Staysure PGA Trophy is open to all amateur golfers aged 50 or over and features seven outstanding Regional Final venues.
2019 Regional Finals Schedule Ireland
Wednesday 29 May
Seapoint Golf Links
Midlands
Tuesday 2 July
Enville (Highgate)
West
Monday 8 July
Cumberwell Park
North
Thursday 11 July
Manchester
Scotland
Friday 12 July
Montrose Links
South
Tuesday 16 July
Foxhills
East
Monday 22 July
Orsett
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The Staysure Clubhouse Join the Clubhouse for the chance to win exclusive golf prizes, plus enjoy many other golf related benefits and discounts on Staysure products! Win complimentary tickets to tournaments including the British Masters, BMW PGA Championship and Irish Open, VIP Hospitality at events like the Ryder Cup and chances to play alongside the professionals on the Staysure Tour and European Tour.
For more information please visit
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Paul McGinley, Ryan Howsam & Colin Montgomerie playing at the 2018 Staysure PGA Seniors Championship
® PGA is registered trademark of The Professional Golfer’s Association Limited. Approved by the R&A for the payment of expenses – Rule 4-2g RA/4/2019. Staysure is a trading name of TICORP Limited. Staysure travel insurance is arranged by TICORP Limited which is registered in Gibraltar company number 111526. The registered office is First Floor, Grand Ocean Plaza, Ocean Village, Gibraltar. TICORP Limited is licensed and regulated by the Gibraltar Financial Services Commission no. FSC1238B and trades into the UK on a freedom of services basis, FCA FRN 663617.
National Club Golfer 203 x 265 v13.indd 1
24/10/2018 13:02
Q&A Duncan Linscott
I N T E RV I E W I N T ER N AT I O N A L
In the second of a new series on PGA Members working overseas, we catch up with Duncan Linscott, who left the UK over 35 years ago and has worked extensively in clubs in Kenya and Australia
so the clubs in the metropolitan areas, where there are plenty of people, absorb better the rising costs and find it easier to replace their ageing memberships. The more rural courses are calling on local businesses for sponsorship or contra and member volunteers more to get by. Unlike America, and the UK to a certain extent, Australia didn’t overbuild during the
What attracted you to working
1980s and 90s and as a result has been less
overseas?
affected by the global downturn.
I first got the travel bug when I was in my early Duncan Linscott
teens after going on a few camping holidays
You’re hospitality manager at TopGolf in Brisbane. What does a
around Europe with my family. I started my PGA training when I left home in 1976 – aged
really appreciated overseas professionals being
typical working day involve?
16 – and qualified in 1980, aged 20. I applied
there and they wholeheartedly supported
We opened the first Topgolf venue outside
for a few head pro positions in the UK, but it
the Kenya Open and still do. While my job
the USA last June, so the last year has been a
seemed I was too young and inexperienced,
included managing 154 caddies, I played quite
rollercoaster. Topgolf managers work shifts, so
so I decided to look abroad. I saw a job
a bit of golf too, including a few rounds with
I’ll either open at 7.30am and work through
advertised in Golf Illustrated that was at a ‘busy
then vice-president of Kenya, Mwai Kibaki,
to 5pm or go in at 4pm through to close. Each
club abroad’ and applied almost on a whim.
who later became president. Kenya gave me
manager takes a level (30 bays), making sure
It transpired that club in question was Karen
opportunities I would never have got in the
events run smoothly and that staffing levels
Country Club in Kenya, so in 1982 I went out
UK. I have designed courses, travelled the
are kept to a minimum. My department is
to work there under Garry Cullen, who at the
country giving lessons and exhibition clinics,
Golf Services, and we look after over 50 staff
time was playing on the European Tour.
and introduced live television coverage on a
who run greeting, check-in, starting and the
national TV network. I also had an illustrated
maintenance of over 3,000 clubs.
What was it like working in Kenya?
golf lesson published in a national newspaper
I already knew a bit about Kenya, as my father
every weekend.
What advice would you pass on to other PGA Professionals who may
completed his National Service there, which is why I think Garry gave me the job. It’s a good
How did you end up in Australia?
be interested in working overseas?
idea to do plenty of research on the country
I met and married my Australian wife in
Established golfing countries will favour their
before applying for a job overseas.
Nairobi. We had two boys and with them
own PGA members, so I would look for
I was preparing to return to the UK in early
came added responsibilities as a father. My wife
developing countries for a better experience.
1984 when Royal Nairobi Golf Club asked
was keen to move back to Australia and I was
Asia is coming back, and China, although it’s
Garry if he knew anyone qualified who wanted
concerned that if I stayed in Kenya any longer
slowed down in recent years due to tightening
a Head Pro position; he put my name forward
I’d be unemployable anywhere else. I used
up of licences, offers opportunities. I wouldn’t
and I went there for four years. I replaced Garry
my network and somehow secured a position
be surprised if India is the next big location
in 1988 at Karen, and worked there for just
as General Manager at a new course in Port
for qualified European pros to go to. There is
over ten years.
Douglas, Queensland, which was owned and
a sanctioned tour there, and there’s a growing
operated by ClubCorp. I suppose I got the job
middle classes who are taking an interest in the
compared to the UK. There were certain areas
because I had international experience and I’d
game.
you didn’t go, corruption was rife, you never
completed a course as a club secretary/manager
trusted a police officer, as some of them hired
via correspondence when I was in Kenya.
Kenya was a bit like the Wild West
Working abroad will not be everyone’s cup of tea. There will be issues with language, culture, food and maybe security, but if you
out their uniforms to robbers. Driving was dangerous too, as you could buy a license
What is the state of the golf market
get the opportunity there are huge benefits
and the roads were awful. Other than that,
in Australia?
personally and professionally. Just make sure
Kenya was a great place to work! Kenyans
It never gets any cheaper to run a golf course,
you have the right health insurance!
The PGA Professional
| #makinggolfhappen
17
F E ATURE
Shifting the pyramid of influence With more and more tour pros turning their backs on full equipment contracts, the door has been opened for PGA Professionals to bag a bigger slice of club manufacturers’ marketing budgets to promote sales to consumers, says Nick Bayly
W
hat did last year’s major winners – Patrick Reed, Francesco Molinari and Brooks Koepka – all have in common? Apart from being a few million euros or dollars richer, they were all notable for having no overall equipment sponsor, and, as such, all had a mixed bag of clubs and balls in their Major-winning bags. This is part of a growing trend for tour professionals at all levels of the game to play with a variety of brands, rather than sticking to just one or two at most. Part of this shift away from brand allegiance is a result of the shrinking pot of money that is available for golf brands to invest in tour players, with only the world’s elite being offered large enough contracts to keep their loyalty. But many of the game’s top stars are 18
making such huge sums from prize money, and other sponsorship and endorsement deals, that they no longer feel the need to tie themselves down to playing one company’s clubs. Instead, they’ll simply play with
Today’s brands, while still keen for the game’s best players to use their clubs, are looking at other ways of engaging their audiences, and this extends to the club PGA pro
whatever suits their eye – some mixing it up with three or four different brands, while others playing with one or two, but not under contract. Gone are the days when the big equipment companies would stuff £500 in a pro’s back pocket to put a new driver in the bag. Today’s brands, while still keen for the best players to use their clubs, are looking at other ways of engaging their audiences, and this extends from celebrities to YouTubers, bloggers and vloggers, but also to the club PGA pro, the person that more often than not will be the one selling them the clubs. This trend towards investing in a more grass roots approach has given an opportunity for club pros to move a few notches up the so-called ‘pyramid of influence’, with many brands choosing to March 2019
| www.pga.info
INSIDE THE BAGS OF 2018 MAJOR WINNERS Brooks Koepka Driver: TaylorMade M5 Fairway Wood: TaylorMade M2 Tour HL Irons: Nike Vapor Fly Pro (3), Mizuno JPX900 (4-PW) Wedges: Titleist Vokey SM7 (52, 56), SM4 TVD (60) Putter: Titleist Scotty Cameron Select Newport
Professional fits them for it’. He says: “There is value in our tour staff players, because they move the needle, but I think we’ll generally see more and more contract-less players on tour.” Increased prize funds and the growth in non-golf related endorsement deals has also freed up the top players to be more independent in their equipment choices.
Ball: Titleist Pro V1x Shoes and apparel: Nike Patrick Reed Driver: Ping G400 LST Fairway Wood: Nike VR Pro (15°) Driving Iron: Titleist 716 T-MB (3) Irons: Callaway X Forged 2013 (4), Callaway MB-1 (5-PW) Wedges: Artisan (51, 56°), Titleist Vokey SM5 (61°) Putter: Scotty Cameron Prototype Ball: Titleist Pro V1 Shoes and apparel: Nike Francesco Molinari
Most experienced golfers don’t walk into a pro shop and buy a driver just because a particular tour professional plays it, but rather because their PGA Professional fits them for it
Driver: Callaway Epic Flash Sub Zero Fairway Wood: Callaway Epic Flash
Tom Olsavsky, Cobra Golf
Irons: Callaway Apex MB (4-PW) Wedges: Callaway Mack Daddy Putter: Odyssey Toulon San Diego Ball: Callaway Chrome Soft Shoes and apparel: Nike
invest their marketing budgets to enhance the likes of club fitting and marketing materials in pro shops. One major equipment representative said that while 2018 was a ‘very unique situation’ regarding majors winners, it was contemplating reducing its investment in tour professionals for various other reasons – one being that grass roots PGA Professionals more directly influence golfers. Several other manufacturers came to a similar conclusion, as tour professionals continue over-selling their billboard space. “The changing landscape of PGA Tour and European Tour endorsements is definitely having an effect on the way we think,” says Chris Voshall, marketing manager at Mizuno Golf, which has recently signed PGA Tour player Chris Kirk, but The PGA Professional
| #makinggolfhappen
has a small staff rosta in the US. “The fact that a number of apparel companies have taken over the prime logo positioning of the players with the front of the hat has brought the value of the overall deal down from an equipment manufacturer’s standpoint. This is leaving players with the option of taking a lesser amount than they are used to or remaining free agents. We’ve seen players do both. Overall though, it has lessened our overall spend on Tour and allowed us to focus more of that money directly towards consumers and PGA Members.” Tom Olsavsky, Cobra Golf’s Vice President of Research and Development, adds that most experienced golfers don’t walk into a pro shop and buy a driver just because a particular tour professional plays it, ‘but rather because their PGA
Some major equipment companies, including Titleist and TaylorMade, still believe there is much consumer influence at both the tour and PGA Professional levels, and will continue investing heavily into both in 2019, while others are cutting back their tour staff to one or two headline players. TaylorMade chief executive David Abeles said: “We are fully committed to PGA Professionals and their role in the pyramid of influence. Their daily interactions with regular golfers is integral to educating and custom-fitting them to perform at the highest level. However, our tour professionals also play an important part in driving interest in our products by creating equipment conversations with golfers and driving them to pro shops. Were delighted to have players like Tiger Woods, Dustin Johnson and Rory Mcllroy as part of our team, and we will continue to maintain a healthy balance of focus and investment in both PGA and Tour professionals alike.” 19
F E ATURE D R I V I N G D I S TA N C E R E P O RT
Driving on the limit The R&A’s latest Driving Distance Report highlights a significant slowdown in yardage gains and a lowering in scoring averages on the professional tours
E
vidence that equipment companies have reached, or are close to reaching, the maximum distance capabilities of the golf ball under the current Rules of Golf have been revealed following the publication of the R&A and USGA’s 2018 Annual Driving Distance Report. Containing driving-distance data from seven men’s and women’s professional golf tours around the world, and accounting for over 40,000 shots on each tour, the data from the 2018 season shows that driving distances increased by an average of 1.7 yards. This is the fourth annual distance report issued by the game’s governing bodies, completed in an effort to monitor current trends in driving distance. The figure for 2018 comes on top of the previous year’s gain of more than three yards. The full report summarises data provided by the PGA Tour, LPGA Tour, PGA European Tour, Ladies’ European Tour, Japan Golf Tour, Web.com Tour and PGA Tour Champions. Introduced in 2015, the report includes data starting with the 1968 PGA Tour season. A comparison of these major professional tours, both men’s and women’s, indicates that the average driving distance on the men’s tours has increased by 2.9% since 2003 until the end of the 2018 season with a more modest average increase of 0.9% being observed on the women’s tours. The largest overall increase in driving distance has taken place on the Web.com Tour, which was 12 yards longer in 2018 than it was in 2003. The average driving distance of the longest (and shortest) players on the European
20
Big hitters Longest drivers on PGA Tour (2018 season) 1
Cameron Champ
320.5 yards
2
Tony Finau
318.4 yards
3
Grayson Murray
318.1 yards
4
Luke List
317.2 yards
5
Phil Mickelson
316.0 yards
Cameron Champ is averaging over 320 yards off the tee
Longest drivers on European Tour (2018 season) 1
Rory McIlroy
323.9 yards
2
Ryan Fox
321.2 yards
3
Dean Burmester
318.6 yards
4
Sébastien Gros
317.2 yards
5
George Coetzee
314.2 yards
Driving distance – since 2003
Average driving distances measured on the major tours for all complete seasons since 2003, the first full season after the publication of the Joint Statement of Principles
and PGA tours closely tracks the respective tour average driving distances, including the season-to-season fluctuations. When viewed as percentages, there is a level of consistency both between tours and seasons. The longest 10 players tend to be about 7% longer than the tour average, whereas the shortest 10 players tend to be about S-8% shorter than the tour average. In 2018, the average clubhead speed was 113.7 mph. with an average launch angle of 11.1 degrees and average spin of 2,641rpm. These values are very close to
the test conditions for the Overall Distance Standard – launch angle of 10°, backspin of 2,520 rpm and a clubhead speed of 120mph – which regulates ball distance. The increase in driving distance since 2003 has coincided with a corresponding lowering of stroke averages, with scores reducing by 0.04 strokes per year across all the pro tours in that 15-year period, taking the average score down to 71.1. To download a copy of the 2018 Driving Distance Report, visit www.randa.org March 2019
| www.pga.info
T RA DE N E W S
Colour Path Golf on the right track THE LAUNCH of a groundbreaking coaching
concept
developed
by
two
Kevin Murray (left)and John Glenn (right) with the Golf Foundation’s Martin Crowder
start from as little as £19.99. Merry added: “We have always known
UK-based PGA Members was one of the
that our concept is effective, but at the show
highlights of the 66th PGA Merchandise
we saw our peers experience that lightbulb
Show in Florida.
moment, which tells us that we have struck
Colour Path Golf, which uses a colour-
on something that has the power to change
coded system to bring visual simplicity to
golf forever.
coaching, was lauded for its innovation, ease
“This time next year, if everything goes to
of use and value for money.
plan, our product will have been in the hands
The media, renowned coaches, and national
of coaches and golfers all over the world,
governing bodies flocked to the company’s
which is an incredible feeling. This is just the
stand to see co-founders Kevin Merry and John
beginning for us and the future for us and for
Glenn demonstrate the kit. Their enthusiasm
golf is looking extremely bright.”
was infectious, and resulted in a complete sell out of their show kit, as well as some fantastic leads for this fledgling company.
Merry and Glenn are currently operatyear for us, and we can’t wait to get going.”
ing Colour Path Golf out of 3 Hammers
Using the Colour Path Golf concept,
Golf Complex in Essex, where they recently
“I cannot explain just how exciting it has
coaches and golfers place shapes in the four
opened the first Colour Path Golf Junior
been to have coaches we admire coming to
primary colours on the ground to create sim-
Academy, and are shortly to open at new
meet us and take our product away,” said
ple, easy to follow maps. These give greater
training base at Stockley Park Golf Course in
Glenn, who met Merry while working as a
clarity to the path that the golf club should
Middlesex, where they be able to teach more
PGA Pro at The Grove in Hertfordshire.
follow to hit the perfect shot. The products in
PGA Members to become Certified CPG
“Our kit even made it onto The Golf Channel
the Colour Path Golf range are all supported
Instructors.
in the hands of one of their coaches, Garrett
by an extensive online library of drills, games
Froggatte, who was so blown away by what
and lesson plans for coaches and consumers.
To find out more, contact John Glenn
he saw. We cannot thank people enough for
The complete CPG Pro Training kit currently
at john@colourpathgolf.com or visit
their support. It’s going to be an incredible
retails online at £119.99, while putting plates
www.colourpathgolf.com.
TGI honours brands at golf awards PING, CALLAWAY and Peter Millar were among the headline winners at the TGI Golf Awards, which were held during the TGI Annual Business Conference at Trump Turnberry in Scotland. All supplier awards are decided via the group’s annual supplier survey, where its partners from across the UK & Ireland score the brands on a variety of categories including product quality, customer service and delivery times. Ping took the top honours in the supplier section, picking up the Partner Supplier of the Year award for the fourth year in a row. The brand once again walked off with two awards, also winning Product of the Year for the G400 driver. Ping has now won five times overall, winning every year bar one since the inception of the TGI Golf Awards in 2013.
22
Left: Peter Millar’s managing director Mark Hilton picks up the award for Apparel Supplier of the Year. Below: Ping Managing Director John Clarke was on hand to receive the TGI Supplier of the Year for the fourth time in a row
Ping managing director John Clarke said: “Over many years we have forged a great relationship with TGI and the Supplier of the Year award is one of things that touch every part of the business so a huge thank you to everyone at Ping – the Solheim family, everyone in the office from marketing and sales down to the guys who build the clubs.” For the first time ever there were joint winners of the Product
of the Year award, with Callaway also recognised for the success of the Rogue Driver. It was a double for Callaway too as they were crowned Hardware Supplier of the Year, while Peter Millar took the award for Apparel Supplier of the Year.
March 2019
| www.pga.info
N E W S T RA DE
Toptracer unveils new technology for uncovered ranges TOPTRACER, THE world’s leading ball-tracking
Friends and family can compete
technology, unveiled a new mobile-based hand-
in a variety of games or play vir-
held solution at last month’s PGA Merchandise
tual golf on simulated courses, a
Show that will enable uncovered driving ranges
convenient way for beginners to
to capitalise on the revenue-generating benefits of
experience golf in a low-pressure
Toptracer Range technology.
environment, while the app can
This latest breakthrough is designed to remove
also be used for coaching, as well
barriers for Toptracer installation at facilities
as self-assessment.
without covered structures, as the handheld option
Using
cameras
mounted
allows customers to simply download a free app
around the facility, Toptracer
on smartphones or tablets, which displays data on
Range technology displays an
every shot hit.
array of details on each shot –
This will enable virtually any facility with a
including distance, speed, launch
driving range to be turned into practice and entertainment destination.
angle, shape and more – to either in-bay screens or the new handheld app. The Toptracer team works to tailor solutions based on a facility’s budget and available space. Early adopters are reporting substantial gains in customer traffic, dwell time and earnings through increased expenditure on range balls, lessons, equipment, and food and beverage. “Over the past year, our business has grown to five times the size it was in early 2018, as there are now more than 100 Toptracer-enhanced facilities in 16 countries worldwide,” says Ben Sharpe, President of
The new handheld app for mobile devices (above) will eanble Toptracer’s ball-tracking technology to be used at all driving ranges
Toptracer Range. “This is just the beginning, as Toptracer Range has the potential to both grow the game by attracting active and latent golfers, as well as help facilities maximize profits.”
Portsmouth Pro becomes Power Tee ambassador PGA PROFESSIONAL Terry Healy, the owner of Portsmouth Golf Centre in Hampshire, has become the first driving range-based brand ambassador for automated teeing com-
Terry Healy (left) with Matt Foley, European Managing Director of Power Tee
pany Power Tee.
avid golfers and those new to the game. I am delighted and honoured to be asked to be Power Tee’s first driving range brand ambassador, and feel the award is shared with my outstanding staff here at Portsmouth Golf
Healy, who has owned Portsmouth Golf
Centre.”
Centre since 1980, joins an illustrious list of
He added: “My focus has always been on
Power Tee ambassadors, which also includes
offering the customer a comprehensive golf-
tour players Jim Furyk, Thomas Bjørn and Paul
ing experience and keeping the business at
Lawrie, and elite coach Mitchell Spearman.
the forefront of technology, whether that’s in
Healy, who has built a reputation within
have been a terrific partner since that first day,
terms of shop fittings, EPOS systems, Track-
the industry as a retail specialist, was one of the
and Power Tee continues to be popular with
man and GASP technology for coaching
early adopters of Power Tee, installing the sys-
our customers and we wouldn’t be without it.”
and fitting. That also includes the incredible
He added: “As a range operator, we are so
increased standards now demanded by range
Healy said: “Power Tee became a game-
lucky that all this new technology is available
users in terms of mats, balls, outfield, range
changer for us when we installed it in 2004,
to us, cementing the position of golf ranges as
ambience and the user experience, which is
elevating the range business to a new level. They
such an important part of the sport for both
where Power Tee come in.”
tem 15 years ago.
The PGA Professional
| #makinggolfhappen
23
T RA DE N E W S
TaylorMade launches Spider X Putters TAYLORMADE’S NEW Spider X putters
create a deeper sound at impact, but the
feature a slightly smaller and sleeker frame
grooves in the Surlyn material still point down
than its previous Spider Tour model while
at a 45-degree angle to help grab the ball at
maintaining the high stability available in the
impact, reduce skidding and get the ball roll-
original mid-size mallets.
ing more quickly.
Five percent smaller than Spider Tour, the
TaylorMade worked with researchers from
Spider X is made with a 15g carbon-composite
Indiana University who specialise in visual
centre section that is framed by a 320g alu-
acuity in sports to develop the white alignment
minum body. This pushes more of the putter’s
guide on the top of each club. The company
overall weight to the perimeter and boosts the
calls it the ‘True Path Alignment System’, and
moment of inertia, making it more stable on
it is half the width of a golf ball and designed
off-centre hits.
to help golfers focus more on the path estab-
The Spider X’s weights come in 2g, 6g and
lished at address. RRP: £299
12g versions, with shorter putters getting heavier weights and longer putters receiving lighter weights to keep the swing weight consistent. The True Roll insert is thicker than in previous models to help
Feel the fury with FootJoy FOOTJOY HAS expanded its range of athletically-styled shoes with the launch of the Fury, a sporty-looking spiked model that boasts an eye-catching upper design. Worn on tour by the likes of Rafa Cabrera Bello and Brandon Stone, the Fury offers a number of unique performance features, including a new fitting system called TruFIT, which focuses on comfort and support. The TruFIT System comprises an all-new D3 outsole that ensures a rigid platform for lateral stability and traction, while a dual-density, foam-infused midsole delivers comfort and cushioning. Inside the shoe is a soft, stretchy, one-piece inner sleeve lasted underneath the insole board to provide a secure fit. An external cage system around the midfoot area adds structure to the upper and locks the foot in place, while also offering lateral support throughout the swing. The main element of the upper is made from full-grain, waterproof leather, which boasts a waterproof membrane, while a vented toe section adds breathability. A flex layer of TPU combined with low-profile Pulsar cleats delivers heel-to-toe grip and flexibility, even when crouching down to read putts. Available in a choice of white/red,
navy/white,
or
black/red, the FJ Fury has an RRP: £150.
24
Bushnell hits new heights with Pro XE rangefinder BUSHNELL HAS launched a new laser rangefinder that takes into consideration the temperature of the air and the altitude at which you are playing when measuring distances to pins and other features on the golf course. The Pro XE introduces ‘Slope with Elements’, a technology that adds temperature and altitude to an improved version of the brand’s patented slope technology to give golfers the most precise distances ever. The improved slope facility takes into account the most updated ball flight measurements, giving a much sharper angle of descent over the previous algorithm. Bushnell provides the only compensated ‘Play As’ distance that takes actual ball flight into account. It also features PinSeeker with Visual Jolt Technology, which sees a red ring flash on the viewfinder as the handset vibrates to give the golfer even greater feedback and confidence to know they have locked onto the flag. Another new feature is a magnetic mount that allows it to be secured to a cart or trolley without the need for an extra attachment. Offering seven-times magnification and capable of measuring up to 500 yards, the viewfinder features an enhanced ultra-bright backlight display to provide clear data output in the LCD, the Pro XE is fully waterproof and comes with a carry case that can be clipped on to a golf bag, or attached through a belt loop, plus a Velcro golf bag strap attachment. “The Pro XE sets a new standard in laser rangefinders,” said Andrew Grose, Bushnell Golf Managing Director. “From improved optics and longer ranging, to convenience features like Visual Jolt and BITE, Pro XE offers features that golfers at all skill levels can appreciate.” RRP: £449.99, bushnellgolf.com.
March 2019
| www.pga.info
THINK SMALL 11 %
SMALLER
Compact folding. Simplified.
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Introducing the NEW M-Series compact trolley range. Developed to offer an 11% smaller folded footprint than its nearest competitor. The simple folding system and revolutionary inverting wheels provides the ultimate ‘car boot friendly’ trolley, perfect for easy transportation and storage. Think Small, Think M-Series.
motocaddy.com
BUILT TO ENHANCE
T RA DE D R I V E R T E C H N O L O G Y
Facing facts With equipment manufacturers using data captured from golfers’ hitting patterns to help increase the forgiveness of their new drivers, PGA Professionals can use this same information to improve their custom-fitting business
26
‘‘
Data captured by equipment manufacturers regarding golfers’ hitting patterns is used to such an extent now that drivers are being designed to factor in our inability to consistently find the centre of the clubface
‘‘
T
he latest driving distance report issued by the R&A last month revealed that the average amateur golfer hits the ball around 215 yards off the tee with a driver. Given that most tour players are hitting it at least 175 yards further than that, there are clearly plenty of club players who, give or take 40mph extra swing speed, would benefit from having the latest technology combined with a proper custom fitting, to help crank out a few extra yards. While most manufacturers have come close to maxing out the distance capabilities of their drivers due to the rules on the co-efficient of restitution and the design constraints of the modern golf ball, where R&D experts have managed to
help the average golfer is by making clubs that still perform even when they’re not quite hit out of the centre of the clubface. This theory applies to drivers, fairway woods, hybrids, irons, wedges and putters, but nowhere are the differences more noticeable than with the big stick. OFF-CENTRE FORGIVENESS With the centre of the sweet spot having reached the limit of legal tolerances for some years, the new Holy Grail in driver design is off-centre forgiveness, a wider area outside the margins of the middle of the clubface that will still get the ball out there. Data captured by equipment manufacturers regarding golfers’ hitting patterns is used to such an extent now that drivers are being designed to factor in our inability to consistently find the centre of the clubface. Analysing those hitting patterns has enabled designers to determine the clubface shape, thickness, March 2019
| www.pga.info
D R I V E R T E C H N O L O G Y T RA DE bulge-and-roll, size and aesthetics – as well as other club attributes – in order to create clubs that are designed just as much for the ‘misses’ as they are for the perfect strikes. Face tape used to be popular among club companies during club development and also with PGA Pros when fitting clubs. Golfers or robots would hit shots with a club, and engineers would examine the impact points on the tape and manually coordinate it all with shot dispersion. As you would imagine, most major manufacturers these days, and many tech-savvy PGA Pros, collect those impact points directly into computers using launch monitors armed with highspeed cameras that accurately capture impact location. BETTER MISSES “We’ve been collecting impact data from golfers through a motion capture system and a Foresight GCQuad launch monitor for a long time,” says Tom Olsavsky, Vice President of Research and Development at Cobra Golf. “That makes it easy to get and sort the data. We chop it up and provide different impact performance points for different types of golfers, and that helps us determine clubface design characteristics.” Once Cobra accumulate the data and create a virtual club, they run various impact tests to make sure the clubface is
Ping’s G410 Plus driver combines a sliding rear weight and an adjustable hosel with a new forged titanium alloy face to create a fully customisable driver that delivers faster ball speeds and improves performance on off-centre hits
durable, fast and up to legal limits. They also perform structural analyses for impact sound. All the while, they’re changing centre of gravity location, lofts and even shaft specifications based on the data during development. As a result, Cobra’s drivers, including the new F9 Speedback, have featured variable bulge-and-roll for quite some time. TaylorMade has developed its own take on that with its new Twist Face technology, first seen in last year’s M3 and M4 drivers, and now the new M5 Cobra Golf’s new F9 Speedback driver features a 3% thinner and 10% lighter milled face than the previous F8, increasing ball speed by up to 1.5mph. The face has also boasts a new bulgeand-roll configuration to increase forgiveness across a wider area and straighten up miss-hits
The PGA Professional
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and M6. TaylorMade’s club designers essentially shaped the clubface to maximize performance when impact takes place where most golfers tend to strike the ball – off the high toe and low heel. REAL IMPACTS TaylorMade’s Senior Vice President of R&D, Todd Beach, said: “We’ve been watching real players’ impact for hundreds of thousands of tests, collecting the data, and tying those impact locations with the actual performance of the ball and the landing positions. On average, golfers ended up too far left on toe shots and too far right on heel shots – even though on the robot shots were coming right back to the centre. So that’s when we decided we couldn’t use the robot to design bulge-androll anymore. We need to use this new data from actual golfers.” Because the robot always returned the clubhead to the identical spot every time, that test is flawed for face curvature because it isn’t realistic. Golfers, on the other hand, change their face angle when they hit it off-centre. So when they hit a 27
T RA DE D R I V E R T E C H N O L O G Y high-toe shot, the face comes into the ball more closed, whie low-heel shots come in at a more open face angle. Jacob Lamberth, Research Engineer at Srixon, Cleveland Golf and XXIO, also collects impact data and has a name for the results. “Expected COR is basically how hot is the face on average; not at any particular location, but for the average player on the average swing. It’s just a weighted average taking into account where players hit the ball. It’s common sense that if you hit the ball more off the toe, you want a club that works better
TaylorMade’s new M5 and M6 drivers boast a 66% larger sweet spot than the M3/M4, while a thinner, faster Twist Face design provides faster ball speeds on off-centre strikes and reduces the effects of fades and slices
‘‘
The sweet spot moves in some drivers. So if you hit it out on the toe, you will be better off with a driver that has a sweet spot out there
‘‘
Jacob Lamberth, Srixon Golf R&D
The face of Callaway’s Epic Flash driver features dozens of subtle ripples flowing from heel to toe that, when combined with Jailbreak technology, increase the forgiveness across a wide section of the face
28
for you out there. Ball speed is the most important parameter. The easiest way to think of it is that the sweet spot moves in some clubs. So if you hit it out on the toe, you will be better with a driver that has a sweet spot out there. Each amateur has a unique impact pattern. Most drivers have a uniform face curvature that may not be the best option for many golfers.” Thus, PGA Pros fitting golfers for clubs need to take this into account. While fitting, many pros still use impact tape to help determine where on the face golfers make contact, that in turn can imply a need to change the lie angle or shaft length. After all, the goal is to get someone making impact on the centre of the face. Dave Neville, Callaway’s Senior Director of Brand Management, says: “As a club manufacturer, we want the ball speed to be high in the centre of the face, but also across the face. Yet, I don’t think you can get to the point where one club will be best only for someone who always hits the ball on the high toe – without sacrificing performance elsewhere. Ideally you want that golfer to make impact on the centre of the face for maximum performance.” So the next time you’re fitting a player for a new driver, it may be worth factoring in their performance with their most common misses and not just their best shots – and then maybe book them in for a lesson at the same time to help them find the centre of the clubface more often… March 2019
| www.pga.info
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IN PARTNERSHIP WITH
PART OF
A D V E R T O R I A L
Boost your performance with laser eye surgery like legendary golfer Tiger Woods Tiger Woods has built a remarkable
simply been freed from the limiting
career since he made his professional
effects of contact lenses and the
golfing debut in 1996. Since then,
obstruction of peripheral vision.
Tiger has amassed an impressive 106 worldwide wins and 14 majors. His
That freedom has allowed him to
talent was not only appreciated by
realise the obvious potential he had
his golfing peers, but Woods made a
shown since childhood, with 80
major impact on the world of sport
PGA TOUR wins, Tiger sits second,
in general. He brought the game
only behind Sam Snead, in the
of golf to the fore and introduced
all-time rankings. He has won four
it to a whole new generation.
Masters Tournaments, four PGA Championships, three U.S. Open
His success is all the more remarkable
Championships, and three British
as in the early years, Woods suffered
Open Championships. When he won
from short sightedness and could
his second Masters in 2001, Tiger
only see objects clearly from around
became the first golfer to hold all four
a foot away. In 1999, Woods made
professional major championships
the best decision of his career to
trophies at the same time.
have laser eye surgery. This move gave him the sharpness of vision
In the 23 years since making his
needed to realise the ambitions
professional debut Tiger has
he had for his golfing career.
consistently been considered one of the top players in the world. He
His treatment was a success
has enjoyed an exceptional career
and paid immediate dividends.
and one which has benefited from
After the treatment he went on
the decisions Tiger made in the
to win five straight events and
early years to invest in his vision.
the next four majors, starting with the US Open in 2000.
Choosing to have laser eye surgery may not turn you into one of the
It is easy to understand the
greatest golfers of all time like Tiger,
advantage such an improvement
but the improved vision it provides will
in vision would provide for a
help to improve your game and bring
professional golfer, particularly
visual freedom to all areas of your life.
when it comes to putting. The evidence to support this is clear from the remarkable
The first step towards freedom from your glasses and
turnaround in Tiger’s form following his treatment.
contact lenses is to make an appointment for a free clinical consultation to determine
Many golfers will be able to sympathise with the trouble
your suitability for corrective eye surgery.
Tiger experienced whilst wearing contact lenses. It was reported that the wind caused his eyes to tear up and that
Optical Express offers PGA members an exclusive
sometimes his contact lenses rotated during his backswing.
discount on corrective eye surgery. Please
Allergies added to the difficulties he experienced
see your member benefits for more details.
whilst trying to solve his vision problem with lenses. Call Optical Express today
30
Following laser eye surgery Tiger found that the hole
on 0800 023 2020 or visit
looked bigger and the breaks in the green were clearer.
opticalexpress.co.uk to book
Woods wasn’t imagining the magnification; he had
your free consultation.
March 2019
| www.pga.info
I N T E RV I E W T RA DE
Q&A Powa to the people
Powakaddy CEO David Catford discusses the brand’s latest launches and explains the reasons behind the company’s successful and enduring relationship with PGA Members What makes PowaKaddy stand out
the end customer with our brand messages
from its competitors?
and product awareness. Knowing that The
We’re the longest established electric trolley
PGA only partners with brands they recognise
brand in the world, with 40 years’ worth of
for professionalism, experience and quality
knowledge and experience building some
really gives us credibility within the industry
of the finest machines in the market. All
and gives our customers confidence.
the research, design and development of
For PGA members, our partnership allows
PowaKaddy products is carried out at our
us to provide increased levels of support and
headquarters in Sittingbourne in Kent. It’s
service, including next-day delivery, dedicated
here that our team of engineers is hard at
sales personnel and great marketing support.
work every day, constantly finding ways to
Our products represent great investments for
make things work better. We use the finest
Powakaddy FW7 GPS Trolley
professionals due to the impressive margins,
create products that our customers can buy
features, customers interested in purchasing
we also offer a generous discount for pro’s who
with confidence, assured that they will meet
one of our electric trolleys can use the rental
want to any of our trolleys..
and exceed expectations every time.
GPS product as the perfect test drive for
materials and manufacturing methods to
purchasing a PowaKaddy. What are the key products for
We’ve also found that most Professionals
speed of stock turn and consistent quality. and
What should PGA Members be doing to attract more interest in
2019?
will sell these trolleys on to the consumer after
their trolley/bag ranges?
We are launching our most complete range
the first year while they are still in great condi-
There’s lots of things PGA members can do to
ever this year, with a collection of trolleys
tion and the two-year transferrable warranty is
drive additional interest in our products. For
which cater for every golfer’s needs and also
intact, all at a profit from what they originally
example, ensuring that at least one trolley is
provide excellent profit margins to retailers.
paid.
always displayed in the shop with a PowaKaddy
Our Freeway range still leads the line up. We’ve
This is why we like to call the Rental GPS
cart bag on. This makes the products look
made upgrades to all our models ,including
trolleys the ‘ultimate cash machine’. Profes-
more appealing and attracts more attention
the FW3s, FW5s, FW7s and FW7s GPS. A
sionals can double their investment in only
from golfers. Communicating the benefits of
brand new model, the Compact C2i GPS,
two months, as well as offering a better prod-
the products and clearly displaying the features
provides balance to the range and, alongside
uct and experience to their members and
of our trolleys, ensures customers are engaged
the Compact C2i, completes our electric
visitors.
and informed on what a PowaKaddy trolley
trolley selection. We also have 18 models in
can do for them.
our bag lineup, with the headline Dri-Edition,
How has being a PGA Partner
which delivers a hydrostatic rating of over
benefitted the brand?
including trolley display plinths, range posters,
10,000mm, and redesigned versions of the
We’re extremely proud of our partnership with
clip-on standee cards and pop-up banners, all
Premium, Deluxe and X-Lite bags
The PGA, therefore extending our relationship
of which are designed to generate strong sell
was an obvious decision for us. As a PGA
through. So be sure to get in touch with your
What is PowaKaddy’s current rental
Partner we are able to communicate with PGA
account managers to organise help or training
product and how can it increase
Professionals, which is the best way to talk to
for your staff.
We supply a large array of POS materials,
income for PGA Members? We recorded a 40% increase in rental units
What one thing would you like to
in 2018 by offering our most technologically-
change about the golf industry?
advanced rental trolley to date. Incorporating
From a PowaKaddy standpoint, growing
GPS, wireless Bluetooth capability, and a
awareness that using electric trolleys represents
36-hole Lithium battery to our rental trolley
really important health benefits including
allows PGA Professionals to benefit from a
reducing back stress and injuries from
higher charge-out rate and increased sales
carrying, as well as way for more people to get
performance. With all these additional
out and enjoy the sport and the walk.
The PGA Professional
| #makinggolfhappen
31
A D V E R T O R I A L
“Staggering” SkyCaddie SX500 is new GPS sales opportunity As the 2019 golf season starts SkyCaddie’s new range-topper – the SX500 – is being hailed by Tour golfers and industry experts as the best GPS handheld the sport has ever seen. With the ability to give accurate distances to today’s pins, the SX500 is attracting pros and serious golfers back to GPS with its promise of clear, instant yardages to all points on a hole. The SX500 (RRP £379.95) is already winning plaudits in the media for its no-compromise approach to quality and accuracy. David Cunninghame at BUNKERED described it as “staggering” and “the most comprehensive GPS device I have ever tested.” “SkyCaddie sit at the top of the tree when it comes to GPS yardages,” said TODAY’S GOLFER in January 2019, “because they measure golf courses on foot where others use aerial photography.” With mapping guru @SkyCaddieSteve Winstone and his team updating over 250 golf courses each year in the UK alone, only SkyCaddie customers get the very latest course maps with users of other brands having to cross their fingers that their maps are not too out of date. Recent Staysure Tour winner Paul Streeter said: “I use the SX500 before every tee shot, and for carries, run outs and layups in all tournaments. I think more and more golfers on Tour will start to use it in 2019.”
said: “If you’re serious about your golf you’d be a fool not to have a SkyCaddie SX500 – especially on an unfamiliar golf course.” With slow play already attracting unwanted headlines in the news on the PGA and European Tours, Carter is convinced of the powerful SX500’s speed advantages over laser. “Speed-wise the SX500 is quicker than a laser, as I had the day’s pins loaded onto it. I often struggle to get a yardage with a laser, but the SX500 is brilliant for calculating carry distances, and showing how much room there is beyond the pin. And distance-wise it was always within a yard of the laser.” “The SX500 sees around corners, through trees, into hidden dips, and over the tops of bunkers” said SkyCaddie’s European General Manager, James Holmes. “It gives the golfer a complete and instant view of every golf hole, in every situation, from tee to green – without blind spots.” Matt Deal from Hendon GC was the first PGA professional to win a tournament using the SkyCaddie SX500, during its pre-launch testing in summer 2018. He said: “The SX500 helped me to understand where to place the ball, and avoid unseen hazards. It was a real extra benefit on the day.” With SX500 reviews set to appear in spring 2019 in all major golf magazines and on the UK’s largest golf websites, the new SkyCaddie is sure to create strong word-ofmouth throughout the country’s golf clubs this season.
PGA professional Gary Carter, who won the 2018 SkyCaddie Pro-Captain Challenge final while using a SkyCaddie SX500,
Speak to your SkyCaddie representative about stocking the SX500, or call 01844 296350, or email sales@skycaddiegps.co.uk. See the website www.skycaddie.co.uk for all brand information.
32
March 2019
| www.pga.info
A P PA R E L  T RA DE
Where fashion meets function The latest apparel collections for AW19 are packed full of stylish pieces that perform as well as they look, on and off the golf course
The Pro 3L 2.0 jacket from the Kjus A/W 2019 collection
The PGA Professional
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33
T RA DE A P PA R E L
GLENMUIR PERFORMANCE WEAR remains a key focus for Glenmuir’s AW19 season, building on record sales for its existing ranges. The emphasis is very much on providing clothing that is elegant, stylish and functional, with fabrics providing breathability, freedom of movement and thermoregulation. Styling generally is elegant with a touch of luxury, especially with its cashmere styles. Glenmuir’s signature tartan is back again, with discrete flashes on garments. as well as a new tartan trouser option for men. “This collection delivers high-performing, beautifully-crafted products made from natural fibre fabrics and designed for luxurious performance. We believe the collection meets the high demands and needs of the modern golfer,” said Claire Woods, Head of Design Glenmuir. The popular range of Performance pique polo shirts has been extended to include long sleeved options. Three new midlayer products incorporating wicking and thermoregulation are also part of the collection. Crail, a lightweight brushed back midlayer in three colour combinations, including a marl with contrast ribbed cuff and hem; Killin, a two-colour design in three colourways, and Arran, a quilted hybrid combining a padded marl front and back panel with jersey fleece sleeves and side panels Looking at the Touch of Cashmere ranges, ladies styles feature a subtle sparkle, with Naomi utilizing lurex yarn twisted through an ottoman stitch design on the front panel and sleeves, while Adriana incorporates a silver sparkle lurex providing a contemporary twist on the traditional argyle design. Men’s Touch of Cashmere pieces include colour flash chest and sleeves, together with Galloway’s subtle moss stitch and cable front with signature Glenmuir tartan concealed under the placket.
SUNDERLAND OF SCOTLAND SUNDERLAND OF Scotland focuses on a storm blue, navy and white colour palette for its AW19 collections. The aim is to create a vibrant, sporty on-course look, incorporating high quality, technical fabrics. Retro-styling influences are also a strong feature of the new range. “The AW 2019 collection is built from high performance fabrics in vibrant colours combined with cutting edge design to protect from rain, wind and the cold true to Sunderland of Scotland’s ‘Never Weather Beaten’ mission,” says Claire Woods, head of design at Sunderland of Scotland. Highlights of the Men’s collection include the Whisperdry Pro-Lite jacket. Featherlight, waterproof and breathable, this is the lightest jacket in the collection and the design incorporates ergonomic sealed seams to enhance freedom of movement, bonded cuff and waist adjusters for perfect fit, and high necks with draw cord adjusters. The Quebec jacket is particularly striking in navy, with four-way stretch panels, bold blue zips and silver reflective trims and branding. Windshirts made from three-layer interlock, four-way stretch fabric are lightweight, windproof
34
Adriana
Arran
Galloway
Whisperdry ProLite
Hamsin lined sweater
and showerproof, while the midlayer Aspen utilizes Tefloncoated interlock stretch fabric. The Hamsin lined sweater offers a crisp colour scheme in navy and white, combined with a Bionic finish for water and soil repellency. Turning to the ladies collection, the Whisperdry TechLite soft touch jacket is stretchy, lightweight and fully waterproof and incorporates sealed seams for freedom of movement. The popular Montana jacket has been refreshed for the AW19 season with a navy/white colourway, while
March 2019
| www.pga.info
A P PA R E L T RA DE
PING COLLECTION
Crail
Killin
Whisperdry TechLte
Naomi
PING’S AW19 collection has been inspired by the company’s heritage, and the design principles of the company founder, Karsten Solheim. It firmly believes in the ethos that form follows function, and that design should derive directly from its purpose. Key ranges include the use of fabrics providing thermal properties, comfort and visual interest. as well as ultra-sonic statement quilting within outerwear and hybrid styles. For the first time, Ping is featuring innovative PrimaLoft Gold insulation with Cross Core technology. Shades of blue feature heavily in the colour palettes. “We strive to help golfers look and play their best by combining premium performance fabrics with unwavering attention to detail, “ said Fiona Reilly, Ping’s Global Creative Director. “For AW19 we have styles in the range that pick up on the trend for 3D warmth. Three-dimensional surfaces offer thermal properties, comfort and visual interest. We utilise this trend through ultrasonic statement quilting in outerwear and hybrid styles, as well as on-trend double-knit performance fleeces in mid layers. In our AW19 range, we’ve expanded our partnership with leading performance insulation brand PrimaLoft, as we continue to enhance the Sensor Warm category of our Sensor platform technology.” At the forefront of the AW19 range is the Norse PrimaLoft Vest, which features the latest in performance insulation. It fuses PrimaLoft fabric with silica aerogel, thus providing the ultimate in warmth and comfort protection. Also new is the Sensor Dry 2.5 waterproof suit, which is airpermeable and lightweight, and engineered using stretch fabric to ensure true breathability in all conditions. The skies provided the inspiration for the colourful Supernova print, which comes complete with stars and metallic trims featured on the half-zip Women’s Nova top while the Norse Primaloft new Star hybrid jacket features an Zoned Jacket insulated quilted front panel along with a brushed back stretch fleece and sleeves for ultra-soft luxurious comfort. Turning to the Men’s range, the new Breaker Jacket and Breaker Vest boast insulated quilted front panels and SensorDry 2.5 jacket stretch fleece body, thus providing both warmth and water-resistant properties.
Montana jacket
its lightweight polyester technical fabric with mechanical stretch paneling offers a slim silhouette. The navy and white colour schemes have resulted in extensions to the popular Tania, Nova and Zonder ranges; along with useful accessories such as a ultralight wide brim hat, thermal neck warmer and thermal lined showerproof mittens. Norse Pimaloft Vest
The PGA Professional
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T RA DE A P PA R E L
PETER MILLAR PETER MILLAR’S new AW 2019 menswear collection is designed for golfers who demand the finest quality fabrics and superior craftsmanship, as well as proven performance technologies - from casual to formal and from club to course. The collection can be coordinated throughout and includes everything from high-performance waterproofs, innovative second-layer garments and luxury sweaters to technical trousers, polo shirts featuring contemporary patterns and prints and a host of accessories. Spearheading the Fall 19 collection, the brand’s Crown Crafted capsule, which is currently being worn on tour by Peter Millar ambassadors Lee Westwood, Brandt Snedeker and Branden Grace, and features the finest luxury Italian yarns blended with cutting-edge technology and is offered in more tailored silhouettes that appeal to gentlemen seeking performance sportswear with a renewed and heightened sense of style. With the ability to perform in the most extreme weather conditions, Peter Millar continues to innovate in the outerwear category, with an array of technical layering garments, including reversible vests, fleeces, softshell jackets, full-zip hybrids, packable windbreakers and the ultimate 3-layer waterproof rain suit. The brand introduces a new collection of Natural Touch products that boast a unique blend of polyester-tencel, which provides the perfect balance of performance, breathability and natural comfort. “The main inspiration behind the Fall 19 collection was the importance of developing luxurious layering pieces that our customers can wear on the golf course, but are also perfectly versed for travel and other leisure activities,” said Mark Hilton, Peter Millar International Managing Director. “Our focus each and every season is innovation and our team are constantly researching and developing new proprietary fabrics that will provide our customers with optimal performance benefits – such as shape retention, comfort stretch, breathability and weather resistance. In addition, our attention has turned to elevating the style quotient through new details, new silhouettes, new hardware, new linings and an approach to building total lifestyle looks for the Peter Millar gentleman.” To arrange to see the Peter Millar Fall 19 Collection, contact your local sales agent or email orders@petermillar.co.uk. For more details, visit www.PeterMillar.com
KJUS TRADITION, FUNCTIONALITY and style are the pivotal features of the Kjus collection for AW 2019. Rainwear with new X-Stretch technology and technical merino wool blends provide lightweight warmth such as in the Men’s Freelite Kulm Halfzip and Women’s Sanja Knit long-sleeve Polo have created multifunctional pieces that effortlessly transition from the golf course to the clubhouse and even to the office. The colour palette is a cheerful mix of reds, greens, blues combined with black and steel grey. Features such as Y-tech cuts, articulated elbows and stretchable side panels help to ensure a perfect, comfortable fit in all conditions. “The KJUS A/W 2019 collection continues to focus on fabrics, cuts and technologies that maximize freedom of movement in order to support and enhance performance on the course,” said Franca Chiesa, the brand’s Head of Product. “Form follows function with our collections from our YTech cut used for our polos and midlayers, to the finer details such as our anti-slide scorecard products, our goal is to give golfers the extra edge out on the course. Our Prof 3L 2.0 rainwear for men, with its new X-stretch technology is a collection highlight for this fall/winter and continues to raise the industry bar for what golf rainwear can and should be.” The men’s and women’s Radiation Jacket is also available as a vest, and is made from extra-lightweight windproof fabric with DWR treatment. According to Kjus, ‘this unique insulator takes freedom of movement to the next level’ due to its stretchy qualities and inserts. Tradition meets innovation with the Freelite Kulm half-zip, as it combines cashmere silk blend with an innovative breathable knit designed to regulate body temperature, delivering warmth and breathability. Both crew neck and v-neck styles are available. Men’s Siard and Women’s Sanja knit polo shirts are wardrobe staples that clocks up style points due to the contrast stripe detailing. To complete the look, Kjus has introduced Ike and Ikala, the perfect winter golf trousers with brushed fleece on the inside to help beat the chill. The doubleweave four-way stretch fabric automatically adapts to the shape of the body and wicks away moisture, while dirt and rain simply bead away. Handy pockets for scorecard, coins and pens are also provided.
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Pro 3L 2.0
Radiation Ja
A P PA R E L T RA DE
CROSS SPORTSWEAR Peter Millar’s Crown Crafted capsule collection combines luxury Italian fabrics and a tailored fit with cutting edge performance technology
Cross Sportswear’s 1960s-inspired collection focuses on clothing perfect for wear on and off the course. Flexibility is seen as crucial, with the introduction of new lightweight four-way stretch garments such as the Hurricane range of jackets and pants. The aim is to take away all distracting elements and ensure maximum freedom of movement. The Swedish brand’s FTX technology plays a major role in creating these four-way stretch items, utilizing sandwich construction of outer shell, membrane and inner lining to deliver 15,000mm waterproofing and Cali full-zip jacket 15,000 g/m2/24h breathability, plus minimal use of seams and pre-shaped sleeves. “Our 2019 Collection follows the mantra of ‘Where life and sports cross’. We are mixing sport and fashion with function and picking up inspiration from the 1960’s, mostly from and around the golf course. We have found both tight and roomy fits, choosing classical patterns from the 1960’s, which are equally up to date even today, mixed with the best new technical fabrics. The ambition with this collection is that most of the styles can be worn on and off golf course, with a more tailored fit packed with all the benefits high-tech fabric provides to keep players comfortable.” Among the key pieces in the men’s range is the Cali Full Zip, a narrow fit sweater made in a very soft, technical fabric with four-way stretch. It boasts a high tube collar, coil zip at the front and two pockets. Also offering a narrow fit is the Glenncheck Polo, which is made from functional polyester and bamboo charcoal to keep golfers cool and dry in warm conditions. It features UV Protection 30-50+ UPF and natural anti-odour features. For cooler weather, the Men’s Utility Vest is a warm and versatile lightweight down vest made from 100% nylon and 90% goosedown at the torso and back, combined with four-way stretch at side panels. Equally snuggly is the Women’s Utility Jacket, lightweight down jacket with arms in windproof stretch fabric, made from 100% nylon with 90% goose down used at torso and back. This Hurriance Jacket in Old Pink combination and a narrow fit gives optimal freedom of movement and fit.
Utility Jacket in Rumba Red Jacket
acket
Freelite Kulm Pullover
Edge Jacket in stonewash/black
Utility Vest in stonewash
Siard Knit Polo
The PGA Professional
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Look out for more AW19 apparel from adidas, FootJoy, Galvin Green, Mizuno and more in the April issue. 37
T RA DE R E TA I L WATC H
Pre-Orders: Risk management for the golf retailer Mastering the art of what, how much, and when to pre-order is the key to running a profitable golf retail business, says Crossover Technologies chairman Phil Barnard
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Retailers like pre-orders because they give them access to a brand’s products. They get a good deal and they know what is coming in to store. Retailers fall down when it comes to pre-orders if they don’t have a plan, if they’re over-stocked, or have over-committed to multiple suppliers. And it can really hurt a retailer when a product doesn’t sell and more is scheduled to arrive.
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Brands like pre-orders as they indicate money in the bank. Guaranteed business. They also shift some of the risk to the retailer
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ssues around the topic of pre-orders is a common theme in golf retail and I’m often asked to advise Pros who want a better understanding of how to manage this buying strategy. Firstly, let’s consider what a pre-order is. Fundamentally, a pre-order is a forward order of stock – a commitment from a retailer to a brand to obtain their products and guarantee supply. Normally, in return for the forward commitment, a retailer will get an incentive of some sort – a discount or deal on the products ordered which should provide greater profit opportunities. Brands like pre-orders as they indicate money in the bank. Guaranteed business. Also, they shift some of the risk to the retailer. Depending on the category, they also dictate future production of goods and some brands will only create a percentage of pre-orders, say 120%, to limit their risk. This is more usual for apparel products that have a long lead time. Brands also like the commitment from pre-orders, with the idea that if you’ve already spent your money with them, you won’t spend it with their competitors.
PRE-ORDER PLANNING Fundamentally I’m not opposed to preorders. For many categories, they’re essential, and if you don’t place a pre-order, you won’t get the product. Product lead times just don’t allow for ‘just in time’ supply. It needs to be scheduled, produced and shipped. However, the system has been abused by a few sales representatives, and, on occasion, retailers have over-committed. A fundamental benefit of pre-orders is that they allow you to work in advance. If you didn’t pre-order anything, and only waited for a customer to come into the store to order a product, life would be hectic. And without the item in store, you’d most
Over-stocking can lead to a reliance on discounting which will hurt your profit margins
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R E TA I L WATC H T RA DE
Monitoring existing stock levels will help you plan your pre-ordering
Club fitting carts are doing away with the need for pros to carry too much hardwear stock
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You may have backed the wrong horse, so leave yourself a bit of space to manoeuvre and get something else in
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likely lose a lot of sales. Pre-orders are part of the planning process. For retailers to work successfully with pre-orders they need to be organised and have a plan. If you have some historical sales data and a plan, you should have a good understanding of what you’ll sell next year, and when you are most likely to need it. In the main, an organised retailer should be able to commit to about 70-80% of their annual purchases at the pre-order level. However, this doesn’t mean it should all turn up at the beginning of the season, shortly followed by an invoice. Several drops
over the course of the season would be more manageable. I’d always leave some headroom – the remaining 20-30% – to provide some cash to take advantage of deals that will inevitably pop up. It’s also wise to allow some flexibility to enable a mid-season pivot on product if something is, or isn’t, moving. You may have backed the wrong horse, so leave yourself a bit of space to manoeuvre and get something else in. REASONS TO CANCEL OR CHANGE A PRE-ORDER I’ve said in the past that some people should cancel orders, but that’s only in specific circumstances. If you have a year’s worth of stock of an item, and you’ve just ordered another year’s worth, it’s madness and you should cancel the recent order. Similarly, if you’ve placed an order with
multiple brands that represent significantly more than a year’s worth of sales, you need to cancel some of them. Pre-orders need discipline. If you don’t get it right, it will cost you and hurt your business. In the main, over-ordering hurts your bottom line and is one of the key reasons for poor margins. The reduction in pricing that you achieve trying to clear out stock you don’t need, is generally bigger than the reduction you earned in ordering more stock than you need. LEANER STOCK LEVELS The good news is that, in general, stocking levels across the golf industry are getting leaner and retailers are managing stock better with an UK average stock turn, currently, of around 2.5. Brands are managing their stock levels better, too, and that means there’s less dumping into the trade. Recently, I’ve heard reports of brands reducing their pre-order commitments, while others are trying to move to operate on a replenishment model. At the end of the day, working with your key brand partners is often the way to navigate through these stocking issues. Some brands will be happy to change pre-orders, others will offer the chance to return stock. The key thing is to establish a plan for what you are going to sell. Preorder a proportion of it to get access to the product at the right time and a good price. Be disciplined and don’t over commit. Cut out brands if you have to. Monitor your stocking against the plan, trying to maintain a 3+ overall stock turn. Changes in the way we sell products have also had a significant effect on stock levels. Just look at custom fit clubs and how quickly they turn now. You almost need next to no stock – just a fitting cart. As a result, profitability in this category is the highest it’s been for over a decade or more. With good discipline, and planning, many of the other categories could go the same way.
Phil Barnard is European Partner of Golf Datatech and Chairman of Crossover Technologies, the providers of market leading epos and business solution, XPOS, which was designed specifically for golf retailers. Follow Phil on Twitter @phil_barnard
The PGA Professional
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Preparing for success In the last of our series on life as a freelancer, Mark Hopkins talks to PGA Professional Emma Brown about the art of planning – the key to all successful ventures
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Know your long-term goals It’s crucial to have a long-term goal, as that indicates what you’ll be able to achieve in terms of lessons over a year. So if your goal is to spend more time with your family, for example, you want to look at how many lessons you need to do, in order to fund the extra free time. It’s a good idea to review last year, too.
Planning your financial needs will help determine how many lessons you need to give and how much you should be charging
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More job satisfaction is a normal desire, but is it realistic with your financial goals?
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hen Mark first asked me what my goals were, I didn’t know. I’d never thought about it,” says freelance PGA Pro Emma Brown. “But after some soul searching, I realised I wanted to do more group therapy lessons, which is a side of my work that I really do enjoy.” Last year Emma started to receive a subsidy to teach groups of older people each week that the council refers to her. The sessions have become really popular and it’s something she would like to do more of. However, while she now has a clear goal, it isn’t necessarily the most profitable route, which potentially changes her future. More job satisfaction is a normal desire, but is it realistic with your financial goals? “It’s not impossible,” says Crossover’s business expert Mark Hopkins. “Emma just needs to look at how she’s going to do more therapy lessons, while not impacting her finances too much. After all, she still wants to fund other pleasures in life, such as holidays.” When it comes to planning, you need to know how much you can afford to do in terms of money and time.
Look at how many lessons you did against how much free time you had. And take into account holidays, the odd day for sickness, and weekends you want to spend with family.
Lesson-free time “You also need to be realistic about how many hours you’re actually available every week,” says Hopkins. “It’s all well and good if you want to do 8-10 lessons a day, but you should allow at least two hours a week for administration – looking at your budgets, invoicing and following up with customers. Freelance coaches like Emma also need to
spend time with people in the club, such as the club owner and the head pro, to make sure they’re engaged with what she’s doing. It’s a crucial part of running any business and you need to factor in that time.”
Set yourself apart On the monetary side, when was the last time you put up your prices? How much do you charge and how long are your lessons? Look at competitors in the club, as well as outside. If you haven’t put up your prices for a while, don’t just do it randomly. What do people expect, and can you offer something new to create added value? It could be new software, or a new way to present the lessons. And if you’re going to offer followups to customers, make sure you plan them in and block out time in the diary. Making a plan for your future doesn’t have to be complicated, and could be the key to your happiness, as well as financial success.
For more advice about your freelance or retail business, follow Mark Hopkins and Crossover Technologies on Twitter, LinkedIn and Facebook or contact us via crossovertec.co.uk.
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D E S T I N AT I O N G U I D E T RAV E L
Amendoeira’s got it all With 36 holes of championship golf, a floodlit par-three course and superb practice facilities, it’s no wonder Amendoeira is one of the Algarve’s most popular destinations for pro breaks
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he quality and variety of resorts on offer in the picture-postcard Algarve region can leave you wondering where to start, and while you will encounter warm hospitality and great golf where ever you go, our best-selling Golf Pro Travel venue is guaranteed to have you, and your members, coming back time and time again. Amendoeira Golf Resort, hidden away among the picturesque Monchique Mountains in Silves, has everything you need to create an unforgettable experience for your members. The resort itself is one of the finest in the country and has been voted Portugal’s Leading Golf Resort at the
FACT FILE Best time to travel Much of the Algarve’s perennial appeal lies in its glorious weather. The region enjoys a Mediterranean climate, with hot summers, mild winters, and over 3,000 hours of sunshine each year. The autumn and spring months offer pleasant weather and are the best times for pro groups to travel.
Getting there
World Travel Awards. The five-star resort offers a mix of modern apartments and villas, and is on the doorstep of arguably two of the most prestigious golf courses in the Algarve. The crown jewel at the resort is the eponymous Sir Nick Faldo design, which, since opening a decade ago, has become a regular feature in Europe’s top 100 courses. The signature course is complemented by Christy O’Connor Jnr’s enticing design, which delivers a test to rival the very best that Portugal has to offer. GOLF UNDER LIGHTS Amendoeira also boasts a 9-hole, Par-3 Academy course – the only floodlit course in Portugal – which is perfect for beginners and those looking to sharpen up their game. It is also great for a fun competition at night with your members underneath the floodlights! The unlimited golf packages on offer, giving you access to all three courses and free buggies all year round make this stunning resort excellent value for money. If you are looking to run a coaching break, then Amendoeira is one of the best resorts
Free buggies and unlimited golf are included at Amendoeira
The par-three course at night
Top-class practice facilities are on offer at Amendoeira
you could take your clients to in Europe. Extensive practice facilities include three putting greens, a double-ended grass driving range, and a great short game area. Facilities can be reserved dependent on your coaching itinerary and deals including unlimited range balls for three hours can be included in your package from Golfbreaks.com.
Amendoeira lies 40 minutes west of Faro Airport. Direct flights operate out of most UK airports, with airlines Jet2, Ryanair, easyJet, British Airways and Norwegian Air all offering regular flights. Flight times vary from two hours 40 minutes (London) to three hours 15 minutes (Glasgow).
Golfbreaks.com Pro Package • 3 nights bed & breakfast • 3 days unlimited golf • Pro goes FREE with 7 amateurs • FREE buggies • FREE use of practice facilities • 2019 travel from £325.
The Faldo course is ranked in the top six in the Algarve
To find out more about pro trips to the Algarve or any other destination worldwide please get in touch with the Golf Pro Travel team at Golfbreaks.com on 01753 752 880 or email golfpro@golfbreaks.com
The PGA Professional
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Great Pro deals in Spain Spain is one of Golfbreaks.com’s top Golf Pro Travel destinations in the world! Take a look at our top offers at some of our most popular Spanish resorts. Remember, as a PGA Professional you receive a FREE place with 7 amateurs, a 5% commission, as well as benefiting from our Breakpoints loyalty scheme! La Manga Hotel Principe Felipe 5★ Key facts
• One of Spain’s top golfing resorts • 25 minutes from Murcia Airport • 3 x championship standard 18-hole courses on-site • Excellent practice facilities • Over 14 bars & restaurants on-site
★ Golfbreaks.com Pro Package
• 4 nights bed & breakfast • 3 rounds of golf • from £455 per amateur
The Residences at Mar Menor Golf Resort Key facts
• Great value resort in south-east Spain • 15 minutes from Murcia Airport • Nicklaus Design 18-hole course on-site • Good practice facilities • FREE balls included for coaching groups
★ Golfbreaks.com Pro Package
• 4 nights bed & breakfast • 3 rounds of golf • from £225 per amateur
LaVida Hotel at PGA Catalunya Resort Key facts
• Luxury resort and championship quality golf • 10 minutes from Girona Airport • 2 of Spain’s top courses on-site • Excellent practice facilities • FREE transfers for groups of 8+
★ Golfbreaks.com Pro Package
• 4 nights bed & breakfast • 3 rounds of golf • from £429 per amateur
Precise Resort El Rompido 5★ Key facts
• Our #1 coaching resort in Spain • 1 hour from Faro Airport • 2 x 18-hole courses on site • Excellent practice facilities • FREE balls for coaching (valid for travel up to 31st May 19)
★ Golfbreaks.com Pro Package
• 4 nights semi-all inclusive • 3 rounds of golf • from £445 per amateur
For more information on how the Golf Pro Travel Team at Golfbreaks.com can help, please call 01753 752 880 or email golfpro@golfbreaks.com 42
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D E S T I N AT I O N G U I D E T RAV E L
Magnificent Marrakech With around 20 world-class courses, an array of luxury resorts, and a fabulous winter climate, it’s no wonder the ancient Moroccan city of Marrakech is proving a mecca for golf groups
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orocco is one of the most exciting golfing destinations in the world and over the past few years the number of golfers flocking to this stunning country has increased dramatically. Marrakech and the stunning setting of the fabulous Atlas Mountains coupled with a number of stunning golf courses in the vicinity makes Morocco one of the most sought-after winter golfing destinations. WHERE TO STAY Marrakech is a great hub to base your group, and there is no place better to stay than the five-star Kenzi Menara Palace. Set in a peaceful 10-acre park just 10 minutes from the old town of Medina, the hotel is world renowned for its views of the stunning Atlas mountains. With 236 rooms on-site, and plenty of dining options included in the all-inclusive package, Kenzi Menara Palace is our most popular venue for pro groups in Morocco. The locality of the hotel means you are close to a host of superb golf courses Marrakech has to offer and only 20 minutes away from Marrakech Menara International Airport. WHERE TO PLAY Assoufid Golf Club is becoming known as one of the ‘must play’ courses in Marrakech,
Samanah is only Jack Nicklaus design course in Morocco
Kenzi Menara Palace is the perfect base in Marrakech
and with good reason. The Niall Cameron designed 7,136-yard, par-72 course is world class, offering a desert-style layout that will test all elements of your group’s game. After your round, head into the luxurious clubhouse for a well=deserved drink with your group, which overlooks the stunning landscape. Not only does Assoufid offer a superb golf course, but the practise facilities are held in the same regard, with the driving range, simulator and practice putting greens providing an excellent opportunity to coach before you play. Samanah Golf Club is another ‘must play’ when visiting Marrakech. Only 20 minutes south-west of the city centre, this
Jack Nicklaus designed course was swiftly awarded ‘International Golf Development of the Year’ shortly after it first opened in 2009. The par-72 championship course typifies desert golf, with plenty of plantations and attractive water hazards. Practice facilities are excellent too, perfect for hosting a coaching clinic before playing with your group. The Tony Jacklin Marrakech is located a short 20-minute transfer from the city. The 27-hole layout, opened in 2016, boasts spectacular views of the Atlas Mountains. From the tips, the course stretches to over 7,000 yards and the wide array of holes and attractive course design make this an enjoyable track for any standard of golfer. The signature 16th is one to look out for, with an island green similar to the 17th at Sawgrass – great for a nearest-the-pin competition with your group! The club also boasts a 9-hole par-3 course - the only one in Morocco – as well as a driving range and practice area that is perfect for coaching.
FACT FILE Best time to travel Marrakech has a warm climate all year round, making it the perfect destination for pro groups through the winter months, with average temperatures of 20-plus degrees.
Getting there Direct flights to Marrakech Menara Airport (RAK) are widely available from most major UK airports with British Airways, Ryanair, EasyJet and TUI. Average flight time is between 3½ and 4 hours.
Golfbreaks.com Pro Package • 5 nights all-inclusive • 3 rounds of golf • Pro goes FREE with 7 amateurs for 2019 travel, from £519.
The Tony Jacklin Marrakech boasts a memorable 27-hole layout
To find out more about Morocco or any other destination worldwide, please get in touch with the Golf Pro Travel team at Golfbreaks.com on 01753 752 880 or email golfpro@golfbreaks.com
The PGA Professional
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Top tips for hosting trips Hosting travel trips can be a lucrative revenue stream for golf professionals looking to take groups of members away to sunnier climes. They are also a great way to build relationships with your members and add to your skill set
What are the key ingredients for success?
Planning and preparation are key to the success of any trip you run. Making sure you meet your members or clients needs and requirements for a golf trip is vital. You need to know what type of trip they are looking for to understand how you can maximise your earning potential.
How much money can I make?
It is very important that you don’t undervalue yourself. The biggest mistake is a pro telling themselves that their members won’t pay their fee in addition to the cost of the break before they have even asked. As long as you provide value then your members won’t question the price.
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COACHING BREAK A great way to coach your members in the sun and earn in excess of £1,000 for a short trip away. The average mark-up for a break offering structured coaching, usually two hours before play, is £50 per person per day. This is based on you taking 7-12 amateurs away and ensures you can give ample attention to your group members. Running your own Ryder Cup-style trip is an increasingly popular option
Hosting a tournament trip to PGA Tour event such as the the Waste Management in Arizona can be a fun and profitable exercise for pros
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ESCORTED BREAK A more relaxed approach to a golfing break, you can enjoy playing some fantastic courses and interacting with your members in a more social atmosphere. Organising the trip for your members and hosting them whilst away can ensure you mark this up on average by £20 per person per day. The opportunity is here for your group size to be larger than a coaching break.
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COMPETITIVE BREAK An increasingly popular style of break is running a trip alongside a fellow professional. You can introduce a Ryder Cup-style theme to your trip, with the opposing clubs
A coaching break is a great way to add an additional revenue stream for a pro
competing against each other over the duration of the trip. Great fun for your members and you can still add a coaching element to this type of trip if you wish. Once you have run one of these, it generally becomes an annual event. The option to include prizes and mark up on average by £20 per person per day makes this a fun and lucrative type of trip.
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TOURNAMENT EXPERIENCE You can combine this with pretty much any of the above trip formats or run it solely as a trip to take in one of the major tournaments in the golfing calendar. This is an excellent opportunity for yourself and your members or clients to experience some world class golf at some amazing venues. You can take in anything from The Masters at Augusta to the DP World Championship in Dubai. There are so many options here. Combine this with a couple of rounds of golf locally and it will without doubt be an experience your members will never forget. Dependent on what value you are adding to the trip you can add anywhere between £20-£50 per person per day on average.
For more information on how to choose a venue, market a trip to your members, and general advice on how to run a golf break, get in touch with the dedicated Golf Pro Travel team at Golfbreaks.com, who will be happy to discuss over the phone or come out to your club to discuss your requirements in more detail. Call 01753 752 880 or email pga@golfbreaks.com
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O P I N I O N COAC H I N G
Flying the Green:
Meeting the technical demands of an international tour schedule New scientific research has revealed significant changes in how tour professionals approach playing a global schedule, and how PGA Professionals coaching the game’s top players can adapt their teaching methods accordingly
Dr Tom Davies
Dr John Fry
Edited from a report published in The International Journal of Golf Science
by PGA Advanced Professional Dr Tom Davies and Dr John Fry
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COPING WITH VARIABLES Our research published in the International Journal of Golf Science reveals how a new breed of professional golfer has emerged with a unique skill set that can cope with the varieties an international diary of events can bring. Interviews with 20 European Tour players – including multiple winners, major champions, and a former world number one – found that success or failure on tour largely depends on players’ ability to cope not only with the demands of travel, but also the different playing conditions that they will face. A tour player is now, more than ever, required to manage a constant variety of course types, grasses, climates, and altitudes on an almost weekly basis. In this article we discuss some of these issues, how they affect approaches to the game, and what this means The PGA Professional
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for PGA Professionals working with elite and aspiring elite golfers. Firstly, it was found that variations in grass types worldwide present a number of problems to tour pros. There was common consensus that the array of different grasses affects the players’ ability to make consistent contact, and thus directly impacts on spin rates, carry distance, and how the ball reacts once it hits the ground. For example, as the following pro observed, in India the ‘grass was different, it was really firm, and if you went in the semi-rough by a foot then you couldn’t keep it the ball on the
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Tour players are required to manage a variety of course types, grasses, climates and altitudes on an almost weekly basis
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he first European Tour event to be staged outside Europe was the 1982 Tunisian Open. By 2019, more than half of the tour’s schedule is now played around the globe, with events contested in Australia, China, Hong Kong, India, Kenya, Mauritius, Mexico, Morocco, Saudi Arabia, South Africa, Turkey, and United Arab Emirates. Over the course of one season on the European Tour, players can ply their trade across 26 different countries, spending up to a fortnight in the air flying to and from tournaments, and touching down at nearly 120 airports along the way. But what does this mean for how modern pros approach playing the game?
European Tour player Matt Wallace coped brilliantly with the different playing conditions when winning last year's Indian Open
green. It would just go miles or nowhere’. Different grass types also provided unique short game challenges, where the greens in South Africa, Asia, and India were described as being like ‘Shredded Wheat’, with one player adding that “the thing that gets you is the short game around the greens, as the different grasses reacts so differently”. The variations in grasses that tour pros face forces players to adapt their existing technique in order to compete more effectively. One player we talked to explained the changes they had made to their full-swing technique to cope with variable conditions. “Over the years I’ve changed elements of my golf swing to make it a bit more what you 45
COACHING O P I N I O N would call ‘international’. I used to compress it a lot, keep on top of it, and squeeze it a little bit, but when you get into different grasses you tend to start hitting a few flyers from the fairways. A lot of the fairways in Asia feature quite long, thick-bladed grass, so by changing technique your spin rate is going to be a lot more consistent.” This comment shows how the notion of ‘keeping on top of’ and ‘compressing’ the ball is advantageous in certain situations, such as a windy day on a links course, however, given the limited amount of golf now played in such conditions, an alternative adapted technique was viewed as more favourable to the changing conditions now faced. TECHNICAL ADJUSTMENTS Similarly, another tour pro explained how they made changes to their short game technique to help with the assortment of green types experienced on their travels. He said: “With my chipping, I’ve been working really hard on getting the first and second bounce closer together. The greens are so variable, particularly with the different grains, it becomes really difficult. You’ve just got to be able to be consistent in the pace the ball goes on the green, with the same amount of spin, then you’ve got a better chance when you move to different places that the ball reacts similarly.” In addition to technical changes aimed at improving interaction between club and grass across different courses, players discussed how they also developed a style of play that could adjust to varieties in ground types and atmospheric conditions. The majority of tour pros included in the
Different grass types, including Bermuda, Bent and Poa Annua, can have a huge influence on how the ball rolls on greens and reacts from the fairway or rough
study were from the UK, and, as a result, had a style of play that fit courses and conditions typically encountered during their amateur careers. Elite amateur events in the UK are traditionally played on links courses, where it is beneficial to keep the ball lower and rolling more on the ground. This style of play, however, was found to be less that optimal for the modern professional game, which is increasingly characterised by varieties in grasses, ground, and atmospheric conditions. The result is that tour pros are searching for a style of play that will ‘travel better’ across countries, which tended to be hitting it longer, straighter, and most importantly, at higher trajectories than was previously favoured. At the same time, however, it is also important that pros can make the subtle adjustments required from one venue to the next. This involves considerations around technique, equipment, and approach to the game when dealing with the challenges posed from in the Dutch Open at sea-level one week, and the European Masters in the Swiss Alps on another. This article has given a brief insight into how tour pros are required to manage course varieties on an increasingly global schedule of events. They do so by making changes in their technique, the types of shots they play, course management, and pre-tournament preparation. Playing golf internationally appears to be, at one level, fundamentally the same – there are 18 tees and 18 greens, with a fairway between each – however, the reality is such that touring pros have to adapt their
approach depending on where in the world they find themselves. IMPLICATIONS FOR PGA PROFESSIONALS The ability to make it to the top echelons of the professional game involves careful consideration of a number of complex bio-psycho-social factors. This article highlights a number of technical considerations that European Tour pros viewed as a prerequisite for being successful on tour. This is an important and often somewhat overlooked element of performance development, which should be of consideration and reflection for PGA Professionals working with elite and aspiring elite players: 1 Consideration should be given to the training and competition environments adopted by coaches. Exposure to different playing conditions, such as different climates or course types, can improve players’ ability to adapt where appropriate. 2 Developing a ‘global game’ (hitting the ball longer, higher, and straighter) which can also handle the challenges posed by course varieties (in grass, ground type, climate, and altitude) would give aspiring professionals an advantage over their peers. 3 The transition from elite amateur to professional can be difficult given the differences in style of play required. PGA pros should consider how best to prepare new pros for life on tour. Players and coaches need to be clear on their long-term objectives as a style of play that brings early success in amateur events may not necessarily lead to immediate later success on the pro tours. The full version of this article is available to read at https://www.golfsciencejournal.org/ article/4993 Dr Tom Davies can be contacted via email at performancegolfsk@gmail.com. Dr John Fry, Research Lead for Sport Centre for Research in Sports Performance, University Centre Myerscough jfry@myerscough.ac.uk.
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March 2019
| www.pga.info
B U S I N E S S COAC H I NG
The Entertainment Game
In the first of a new series looking at how PGA Members develop income streams through coaching, Paul Wisniewski, PGA Business Relationship Officer for the Ireland region, talks to PGA Fellow Professional Sarah Claridge, the Director of Golf at Skibbereen & West Carbery Golf Club in County Cork, who has developed a fun-orientated approach to coaching that has resulted in a steady flow of clients and cash over the last 25 years What does your current role involve? As the recently-appointed Director of Golf at Skibbereen, my main objectives are recruitment and retention of members, increasing participation among existing members, and procurement of visitor green fee business. Fortunately, as the club’s PGA Professional, all the above give me an opportunity to do what I am passionate about; deliver coaching to a wide range of golfers. Another part of my remit is making the club a more sociable, welcoming place, which should attract new customers, who might not have considered trying golf before, through a range of fun, funky and non-traditional golf activities. The idea is to debunk the myths and misconceptions people might have about golf clubs being stuffy, boring and unwelcoming.
Sarah Claridge (left) has developed a sucessful coaching business that places on emphasis on making lessons fun for all types of player, not just kids
What was your career path before
offering tuition away from my normal place
you moved to Ireland?
of business. I also began to organise coaching
Prior to my arrival in Ireland, I spent 20 years
holidays abroad.
at Kendleshire Golf Club in Bristol, where, in
I also decided to diversify into other aspects
addition to providing tuition to members and
it lucrative enough to provide me with a
of the game, which allowed me to develop
visitors, I was involved in coaching County
reasonable standard of living and allow me to
business tools, which I could then use to help
teams and England development squads, as
invest in my business.
my colleagues through speaking engagements
well as helping PGA Trainee Professionals as
and consultancy. This led to the development What did you find to be your
of a concept called ‘smart pro coaching’, a
greatest challenge when you
suite of over 170 administration, player and
When you first decided to focus
decided to focus on coaching as
coach resources which proved quite successful
on coaching as a business and
your main source of income and
and, more importantly, provided a steady
career choice, what were your
how did you overcome it?
income during the barren winter months.
primary goals?
The greatest challenge has always been to
My primary goal was to simply help people
ensure a steady cash flow all year round.
can you talk about a great coaching success
enjoy the game more. By making instruction
While the spring and summer months are
story and the reasons behind it?
entertaining, I wanted my students to have
always busy, coaching business tends to dry
fun on the practice tee, as well as on the
up during the winter, resulting in a greatly
might be difficult, the successful cultivation
course, and want to come back for more.
diminished income. In order to combat this, I
of young talent during my tenure as a
The secondary goal, of course, was to make
initially tried to expand my customer base by
development coach for the English Women’s
a swing tutor.
The PGA Professional
| #makinggolfhappen
Looking at it from a business perspective,
While pinpointing an exact reason for this
47
COACHING B U S I N E S S Golf Association between
average club, if you engage
2000-2010 stands out.
with most members and they
This role allowed me
bring one person with them,
to participate in the
who in turn brings another
development of their games
relative, friend or co-worker,
from a young age, taking
you will rarely struggle to
10-year-old girls with a
stay busy.
double-digit handicap and turning them into low single
What can you do from
digit handicap teenagers.
a coaching viewpoint
These girls would attend
to attract the younger
weekend sessions comprising
generation into the
of all aspects of tuition:
game?
technical training, muscle
In order to attract new
conditioning, physiotherapy and mental side of the game. At the same time, I was
blood, we must look at Claridge has adopted a holistic approach to coaching, including fitness and muscle conditioning
careful to ensure that the basic structure of
Nowadays, I like to work on one or
holes or perhaps shorter.
The emphasis must be on making it fun and
their game was there, and I tried to influence
possibly two things with students during
enjoyable. As we lose older golfers due to
how positive they were about their prospects.
a lesson, which I’ve found produces better
natural attrition, we must replace them with
As a result, over 20 of these young ladies
results. I also try to communicate that the
junior golfers who will grow into our future
ended up becoming golf professionals, either
way they practice should resemble the way
members.
as PGA members or players on the Ladies
they play on the course. So, playing a couple
European Tour, including the 2018 Women’s
of holes with just a couple of clubs and three
2017 to 60 last year, and we hope to grow
British Open champion Georgia Hall, who
balls can be more beneficial than standing on
it even further this year. We managed it by
has just earned her playing privileges on the
the range beating balls with a driver.
keeping it fun, allowing kids access to the
LPGA Tour.
Our junior section has grown from 25 in
course early, alternating between tuition How do you engage with new
one week and course sessions the next. The
one thing, but hopefully I gave them an all-
customers who may have never
juniors are essential to the survival of our
round education and facilitated taking their
considered playing the game
club, because once they are introduced
games to another level.
before?
to the game, they are hopefully going to
I am very much involved in beginner
become golfers for life.
It would be hard to attribute this success to
What have been the main keys to
coaching, be it junior or ladies, and one of
your success as a coach?
the most important aspects of this type of
One of the things that I have learned over
coaching is to make them feel comfortable, as
the years is that, in addition to possessing the
they set their foot in the golf club for the first
knowledge and the ability to impart it, we, as
time. I like to start by showing them around,
golf coaches, must be entertaining. We need
letting them know where everything is in
to make people laugh, we must recognise that
a golf club. Next, I tend to start with small
when people are feeling tension, pressure or
victories, early successes while teaching the
stress, they need to be distracted from that
game in ‘reverse’. So, we start with putting
and be made to feel comfortable. Having fun
and work backwords, while emphasising the
will allow them to relax and move their game
social aspect of golf, the camaraderie and
forward.
try to get them to come together as a group,
I believe the reason I have been successful, that people keep coming back for lessons with
48
shorter formats, be it nine
utilising technology like ‘WhatsApp’. I also tend to use unconventional methods,
me, is that in addition to improving their
for example a trip to a local beach to learn
game I am entertaining them as well, that I
basic bunker play techniques. I find using
manage to put a smile on their face. So they
non-traditional methods keeps it fun and
do not simply purchase tuition, but rather an
makes them come back and bring their
enjoyable way to spend their time.
families and friends with them. So, in an
MAKE A DATE WITH YOUR BUSINESS RELATIONSHIP OFFICER PGA Business Relationship Officers are in place to support you, the PGA Member. Their brief is to provide PGA Members with a free service designed to influence their day-to-day performance so that each one enjoys productive and pro-active relationships at work. To arrange a meeting with your Business Relationship Officer, contact Yvonne McPhillips at PGA National Headquarters on +44 1675 470 333 or email yvonne.mcphillips@pga.org.uk.
March 2019
| www.pga.info
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M A R KETING
Why golf is like 1970’s spaghetti sauce Elliot Hamilton, co-founder of The Golf Marketing University, explains why knowing what makes your customers happy is the key to creating a successful product, whether that be a spaghetti sauce or the services at your golf club or retail outlet
‘‘
If you’re not currently offering a few different ‘flavours’ of lessons, you’re almost certainly missing a massive opportunity
‘‘
F
ew people in American history have contributed to an increase in human happiness more than Howard Moskowitz, yet his name is hardly known outside the food industry. With a PHD from Harvard in psychophysics, Moskowitz was an expert in measuring things and, in the 1970s, his consultancy carried out consumer research for the food industry. After successes developing an optimum formula for Pepsi’s Diet Coke, and inventing the ‘zesty pickle’ for Vlasic Pickles, US food giant Campbell’s approached him with a simple plea: “Howard, fix us”. At that time, Campbell’s made Prego, a brand of spaghetti sauce that was struggling to compete against a technically inferior competitor called Ragu, which was dominating the market. So Howard and the Campbell’s kitchen created 45 different varieties of spaghetti sauce to find the perfect recipe. Each had a slightly different
variation of flavour and texture. Analysis of the mountains of data from the thousands of people from all over the US who tasted these varieties of sauce was as clear as it was amazing. The upshot was that Americans don’t have a favourite sauce, they have favourite sauces. About a third of those who took part in the taste test showed a strong preference for one of the three broad types of sauce: plain, spicy and extra chunky.
Giving your shop a USP, such as a dedicated left-handed section, will help you stand out from the crowd
50
Now this was a huge revelation, because at that time no one was selling a chunky spaghetti sauce, even though a third of US consumers had a deep-seated preference for it. Why? The answer was simple. In focus groups, when people were asked what they wanted in a sauce, 99% said ‘an authentic Italian plain sauce’, so that is exactly what the food manufacturers had been selling them. People don’t know what they want, but they know what they like. In a wider context then, Howard Moskowitz fundamentally changed the way we should think about how to keep customers happy. Assumption No.1 had previously been ‘the way to find out what people want is to ask them’, yet Prego went on to make $600,000 profit from their extra-chunky sauce that no focus group had ever before come up with. The inevitable conclusion should be obvious... people don’t know what they want, but they know what they like. That’s not because we’re deluded; it’s because we don’t always know or can’t always explain what we want deep down. Ask people want they want in a coffee, for example, and 99% will say ‘a dark, rich, hearty roast’, yet less than 25% of consumers will buy that. Three-quarters of us will buy a milky, weak coffee. You need proof? Check out the sales of lattes and cappuccinos versus espressos. And the same applies to golf. March 2019
| www.pga.info
Offer coaching to deal with specific problems rather than just general lessons
M A R K ET I N G
Powertees have been proven to increase footfall and income at driving ranges
FIND YOUR OWN VERSION OF ‘CHUNKY SAUCE’ The first place to look is coaching. Most pros offer lessons on a time basis, but what if you were offering lessons tailored to address specific problems or goals? Like ‘Stop Your Slice’ or ‘Drive 20 Yards Longer and Straighter’ or ‘How to take the money with a better short game’. if you’re not currently offering a few different ‘flavours’ of lessons, you’re almost certainly missing a massive opportunity. An hour’s tuition is coaching’s plain, authentic Italian sauce. It’s yesterday’s product. Almost all golfers want to play better, so tailor your product to solve a pain or help them realise a dream. The PGA Professional
| #makinggolfhappen
Pro Shop retailing is the same. Sure, you could stock the same standard stuff as everyone else – and you’d probably find yourself competing on price with everyone else too – but what if you set aside part of your store just for a specific group, like left-handers? Or newbies to golf? Or created a fashion corner? You could become a destination for that market.
‘‘
Don’t listen to what people say, observe what people do
‘‘
POWERTEE TO THE PEOPLE Here’s an example related to the driving range at my own course. Several years ago we were considering installing Powertee, an automated ball delivery system which we hoped might increase usage and turnover of our driving range. We asked our members and their response was unambiguous: ‘Don’t waste your money’. Ok, we thought, we’ll leave it. A couple of years later, we decided to invest in Powertee anyway while we carried out an upgrade to our driving range. And the result? Range sales trebled virtually overnight and they’ve continued to grow year on year. Why? Mainly because we started to attract a new type of range-only customer who hadn’t visited before, our equivalent of the ‘chunky sauce’ customer.
Years ago we brought our Pro Shop ‘in-house’ from the retiring, self-employed pro. We surveyed our 600 members, asking what brands and kit they wanted in our newly refurbished shop. And so we stocked the shop with what they asked for – the golf equivalent of plain spaghetti sauce – because that’s what ‘our market thought they wanted’. Do you think they bought the stuff? Hell no. With hindsight, no surprise. So the next season we ignored what people ‘said they wanted’ and instead, we stocked the shop with more of the stock that our customers actually bought. Lesson learned...again. I could go on, but you need to work these things out for yourself. To help, why not follow our formula for creating more types of sauce.
• Don’t listen to what people say, observe what people do and what they actually spend their hard-earned money on. • Try stuff – do more of what works and stop doing what doesn’t. [Although make sure you give your trials a decent chance; don’t give up too early.] • Build your offering for a ‘target customer’, which may not necessarily be your current customer. • Brainstorm options with your colleagues. • Look outside golf for trends. • If you commit to doing something, do it properly or don’t start it in the first place. • Don’t fear failure. The biggest risk to your business is doing more of the same things that don’t work today. • See your shop as a centre for customer entertainment and happiness, of which golf is just one part. I wish you luck creating your own golfing extra chunky sauce, your own monopolies, and hundreds of happier customers. And if you’re ever tempted to ask your existing customers what they think they want, just remember the immortal words of Henry Ford after he invented the motorcar: “If I had asked people what they wanted, they would have said faster horses!” Golf Marketing University is currently offering a 10-week, online marketing training course. To find out more, and to take advantage of a PGA Member discount, visit www. golfmarketingmasterclass.com/pga-masterclass 51
P E R SONA L D E V E LO P M E NT I N T E RV I E W
Q&A Putting for dough PGA Master professional Phil Kenyon talks about his route to becoming one of the game’s most respected putting coaches, with a stellar stable of stars and successful coaching businesses on both sides of the Atlantic
alongside him at his studio in Formby Hall, which I took over after he died in 2016. If it wasn’t for Harold, I wouldn’t be doing what I am doing today. You started out as a playing professional before moving into coaching. How hard was it to turn your back on the playing side?
Who gave you your first lesson?
I always said that if I didn’t make it as a tour
Brian Seddon, the head professional at Hillside
pro, I would get involved in coaching. I
Golf Club in Lancashire.
graduated with a Masters degree in Sports Science before I turned pro, and I always
Who has been your most important
enjoyed the teaching side of things. I played on
golfing mentor?
the EuroPro Tour and the Challenge Tour for
Howard Swash. I got to know him as a young boy, because he was a good friend of
four or five years, but when things didn’t work Phil Kenyon
out, I knew my future lay in coaching.
my dad. I learned a massive amount from Harold. He coached many of Europe’s great
He helped me a lot before and after I turned
What has given you the most
players at the time, including Nick Faldo,
professional, and I then started teaching
satisfaction in your career?
Padraig Harrington, Darren Clarke and Lee
on the side to help him out and earn some
As a golf fan, sometimes I have to pinch myself
Westwood, and he also invented the famous
extra money. When I stopped playing, I was
that I’m working with players who have won
Yes! C-Groove putter.
fortunate that he offered me a position to work
Majors, big tournaments and Olympic medals. It’s very rewarding to see close-hand their
Kenyon has worked with dozens of the world’s top tour players, including Rory McIlroy, Henrik Stenson and, more recently, current Open champion Francesco Molinari
marvellous feats. Being involved with guys like Darren Clarke, Henrik Stenson, Justin Rose and Francesco Molinari, have been great experiences. I’ve also really enjoyed the Ryder Cups that I have been involved with as well. I just enjoy working in golf. Helping players have good tournaments or keeping their tour card, or simply helping aspiring amateurs knock shots off their handicaps – I enjoy it all. Putting has long been regarded as a game within a game. How do you see your role? If a pro hits what he considers to be a good drive, then 99 times out of a 100 he will be on the fairway. But they can hit what they thinks is a good putt and the ball will regularly not go in. At times it’s quite difficult for the player to really assess why that is happening. My job is to help them evaluate that and put a perspective on it. If it’s not a technical issue, I make sure that they do not tinker.
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March 2019
| www.pga.info
I N T E RV I E W PER S O N A L DEV ELO PM ENT
It’s not always about giving them lessons and changing technique every week on tour. Sometimes it’s very simple things which tour players get wrong. On the whole, though, you are dealing with more minutiae and focusing on developing skill sets with elite players, as opposed to gross techniques with amateurs.
Kenyon at work in his studio at the Harold Swash School of Excellence at Formby Hall
Putting seems to have moved from being an art to more of science. How important has technology
players to use a putting gate. It works by
What active steps should PGA Pros
been in creating that transition?
placing two tees on your intended start
take to grow the game?
Integrating science and technology into every
line – just wider than a ball’s width apart –
The PGA pros I know do a lot to promote the
lesson is a big part of what we do as coaches.
which you have to putt through. Irrespective
game. It’s a tough industry at the moment for
Generally, we try to measure every single
of your technique, it bridges together the
the green grass professional, and we need to
aspect of the ball, putter and body. We use
ability to start the ball online, make a good
support them as much as we can.
SAM PuttLab to measure the kinematics
read and control the speed. You won England Golf’s Excellence
of the putter; a 3D system to measure the movement of the body; Quintic Ball Roll to
How important is putter fitting?
in Coaching Award in 2017 and
measure the launch and spin of the ball; and a
It amazes me how many club golfers have
the PGA of Europe’s John Jacobs
lot of high-speed videos to create a qualitative
never been custom fit for a putter. There are
Coaching Award in 2018. How
measurement of everything. When someone
a lot of myths about putter fittings, and how
proud were you to receive these
comes to the studio for a lesson, we normally
certain head shapes suit certain strokes, but
industry accolades?
allocate two hours so we can educate them on
the length and lie of the putter can affect
It is obviously a great honour to be given any
the best ways to practice.
certain aspects of set-up and technique.
kind of award, so they were both very special.
Alignment configuration and head shapes
John Jacobs was a pioneer of golf coaching, so
Who are the best putters that
can also influence aim, so there’s a lot of
to be even just associated his name is fantastic.
you’ve worked with?
aspects to a fitting which play an integral
Howard [Swash] was a great friend of John’s,
I’ve worked with a lot of fantastic putters,
part in any lesson. Sadly, the average golfer
so I would dedicate that award to Howard for
but if I had to pick one, David Horsey would
doesn’t pay for instruction and ends up
guiding my career.
probably be up there. I started working with
buying a putter off the shelf, which, in most
him when he was 18 and his putting wasn’t a
cases, is ill- fitting.
If you could change one rule in golf, what would it be?
particular strength. We’ve now been together for more than a dozen years and it’s been a
What’s the most common putting
I’d allow amateurs to anchor broomhandle
really nice journey to watch his development.
fault you come across?
putters. Banning anchoring was needed in the
Matt Fitzpatrick is another one who came
The biggest fault I see is too much body
professional game, but ruined it for a lot of
to see me as a teenager. We started working
movement and too much hand and arm
amateurs who suffer with their putting.
together when he was 15 and I think he’s as
movement, but then every player is different.
good as anyone on the greens.
Ultimately, you’ve got to get help that is
What you have done if you hadn’t
relevant to you. Once you’ve done that, it all
been a PGA Professional?
comes down to the quality of practice.
It would be a toss up between a hustler and a
What is your favourite putting drill? A lot of tour players tend to use drills that help
sports scientist.
to calibrate their set-up and the mechanics.
What does being a Master
Some of the most common are things like
Professional mean to you?
For more details on the Howard Swash
mirrors, alignment sticks and elevated string
It’s nice to have the recognition from your
Putting School of Excellence at Formby Hall,
lines. One of my favourite drills is to get
professional peers.
visit www.haroldswashputting.co.uk.
The PGA Professional
| #makinggolfhappen
53
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gas bills whilst contributing to the PGA Benevolent Fund. From pros and members to club level, Smarter Golf Energy is dedicated to the sustainable streamlining of utilities for golfers. Visit smartergolfenergy.co.uk to use the free comparison tool and for more information
54
March 2019
| www.pga.info
E M P L OY M E N T L AW PER S O N A L DEV ELO PM ENT
Could you be breaking employment law? Joe Kelly, The PGA’s Lead Business Relationship Officer, looks at the issues surrounding employment status in golf’s growing freelance economy, and offers advice on how to work within the law
A
pologies for the dramatic headline, I believe, in journalistic – so if you have any concerns, this should be your first port of call terms, this is known as ‘a hook’. I decided to use it to draw and it will hopefully provide some clarity. Below I’ve outlined several your attention to a quite serious issue. scenarios that may apply to you, or someone you employ. There You may think that the recent press coverage surrounding Pimlico will be other scenarios that need consideration, but if you apply the Plumbers, Uber, courier drivers and the growing gig economy, have Duck Test and there are ducks in your business not being recognised little or nothing to do with you or the golf industry. The reality is as ducks, you may have an issue that needs to be addressed. that it is not the industry, or type of business under the microscope, it is the employment Scenario 1. The Head Professional You have a service level agreement or contract for service. The controls status of those working to deliver the serwithin the agreement/contract or the controls imposed on you by the vices provided by these companies. club on a day-to-day basis are such that, in reality, you are an employee The fallout from these specific cases, or worker. The controls may include: day-to-day management; specified hours; specified holiday; mutuality of obligation (the club is obliged to coupled with existing employment law, has provide you with work, your obliged to do the work and are paid for implications for all business that retain the doing it); you are prevented from working elsewhere; you must provide a service of individuals. The impact on you is sick note if you are absent through illness; you are subject to appraisals. You may have your own retail and/or coaching business, but you can be that if you fail to correctly recognise the staself-employed whilst also being a worker or an employee and in terms of tus of people working in your business, you employment law, National Insurance and Tax, both elements of your status could be breaking the law. must be recognised and reconciled. The flipside to this dramatic statement is that if you work in a business that fails to Scenario 2. The Self-Employed PGA Assistant As The Head Professional, you have a PGA recognise your status, the facility or business you are engaged at may Assistant that invoices you when they work within be at fault. I’m not sure that offenders will be denied their liberty, your retail business; sell your wares; work regular however, they could face considerable fines, substantial back pay shifts; they are managed on a day-to-day basis; required to book holiday; wear a uniform; do not claims, pursuance through employment tribunal, claims for holihave the right to substitute and are subject to the day pay, sick pay, pension contributions, and unfair dismissal. All of companies procedures and policies. The Assistant which will not only be damaging to their finances, but will lead to may coach outside of their working hours as a selfemployed contractor, but if they are working under unnecessary and avoidable stress. THE DUCK TEST There is no choice when it comes to employment status. The status of an individual is based on the relationship between parties. The ‘duck test’ is a form of abductive reasoning that states that if it walks like a duck, swims like a duck, quacks likes a duck, then it’s probably a duck! This idiom can be applied to one’s employment status. If a person looks like an employed person, acts like an employed person, is treated like an employed person, then they probably are an employed person. There are clear guidelines and tools to determine status available on the government’s website – www.gov.uk/employment-status
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the conditions as listed above, I would suggest they should be employed for this element of the relationship, and are therefore entitled to all statutory entitlements.
Scenario 3. The PGA Assistant and a Barter agreement
As The Head Professional you have a PGA Assistant that works within your retail business; sells your wares; works regular shifts; books holiday; wears a uniform; is managed by you on a day-to-day basis; does not have the right to substitute; is subject to the companies procedures and policies but is not paid the statutory minimum wage for the hours they work. Instead, they are given coaching rights in return for carrying out their duties, or they receive a payment that is below minimum wage, but is coupled with coaching rights to compensate. I would suggest in these circumstances the relationship of employee employer or worker has been created and therefore all statutory legislation must be recognised, including the right to minimum wage for each and every hour worked.
If you have a a query over you employment status, or an employment status that exists within your business, please contact Lead Business Relationship Officer Joe Kelly for a confidential discussion by emailing joe.kelly@pga.org.uk or by calling 07799 111845. 55
CLU B MA NAG E M E NT N E W M E M B E R I N T E G R AT I O N
We are family The mass membership renewal season is fast approaching, but before you deal with member retention, spare a thought for your new members, those who have taken the plunge and invested in you, says Mark Reed, Director of 59club, the industry leading customer service analysists and training provider
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Mark Reed, 59club Director
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Your member retention protocol should start the second a member joins
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atest industry statistics from 59club indicate that on joining a golf club, a member’s need for ‘community, relationships and entertainment’ outweigh all other aspects of club life, including the quality of the golf course. Further statistics gleaned from members who have recently relinquished their golf club membership, show that 85% of ex-members didn’t use the club as often as they would have liked. With their fingers firmly on the pulse of what’s happening in golf, 59club is assisting managers to make informed decisions to advance their new member integration journey, ensuring that everyone new to the club is afforded a warm embrace, a sense of belonging from the off, and receive the engagement and recognition that they so desperately deserve. As 59club Director, Mark Reed explains: “Member integration can’t be left to chance, it needs to be managed, and that calls for a well thought out strategy that everyone at the club buys into and is responsible for delivering. It’s about implementing tactics that create the ‘big impact’, bonding new members to ‘club’ in ways that will entrench them deep into club life, assuring their loyalty from day one.
“The honeymoon period, those first 90 days after promising a new member the world are critical. However, new membership integration protocol is often neglected or left to chance, with new members made to feel lonely.” MAP THE JOURNEY 59club has mapped out the ‘perfect’ new member experience in golf, with the flexibility to customise the journey to reflect a club’s individual customer offering. Armed with survey tools A ‘welcome pack’ is essential for new members but it’s the personal touches that will make them feel part of the club
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designed to analyse what that journey looks like, clubs can measure satisfaction levels based on their new member experience and their interaction with member and staff community at significant landmarks during their initial period. Assisting managers to avoid falling into the trap of allowing their members to mill around the club in the hope that someone will fill their loneliness and fear. Make no mistake, member retention starts the second a member joins. When dealing with new member enquires, you should set out to learn about your prospect – establishing their main reasons for joining; if they know anyone at the club; what days or times they would typically play; their ability; interest in team golf; social needs etc, and use this information to build a ‘tailored’ promotion of your club’s facilities, services and USPs to encourage their decision to join. Now that they have taken the plunge and joined, that information is used to profile new members based on their needs of the club and how they differ to the next person. That’s when the fun starts. ENGINEERING POSITIVE ENGAGEMENTS Before your new member so much as steps foot in the club, invite them along to a welcome meeting to present their welcome pack and familiarise them with relevant club services. You need to engineer their first member experience and make it memorable for all the right reasons. “It’s your job to help, encourage and introduce new members to others, and build a fun and friendly service culture that members will buy into and instinctively March 2019
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N E W M E M B E R I N T E G R AT I O N C LU B M A N AG EM ENT
Making new members feel welcome from the outset is vital for short and long-term retention
want to be a part,” says Reed. “Make introductions to other new members, members of a similar ability or background, likeminded members, club ambassadors and staff to facilitate the foundation to establish new friendships at your club – don’t let them do lonely! If you allow members to do lonely on or off the course, you have failed them.” Instead of allowing new members to book their own first round of golf, ensure that all first-time tee bookings come through you. You really wouldn’t want your new recruits’ enthusiasm for the club being shattered after four long hours with a toxic member. Engineer appropriate pairings and ensure that the pro team or starter has the opportunity to instigate meaningful conversations, building bridges from the off.
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If you allow members to feel lonely, on or off the golf course, you have failed them
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Make staff aware of a new member’s presence, communicate their profile, and encourage the team to make the necessary introductions, sharing information about The PGA Professional
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each person within the group. Before you know it, this will become habitual as it spirals out amongst other team players and members. Ultimately everyone is responsible for facilitating friendships, enriching experiences and filling a new member’s loneliness and fear. ENRICHING COMMUNITY EXPERIENCES Create more environments for members to engage. Member retention is as much about non-golf activities as it is about the golf. After all, members have joined a ‘club’, so make sure you deliver! A monthly members night is a great way for you to help new members establish themselves at the club. But you must be committed, it’s no good simply sending invites out and expecting the magic to happen, you have to get everyone behind you, staff and members alike, to make this
a success. You also need to ensure that you address any barriers of engagements. Look at your social calendar, scrutinise what worked previously and who came, but also consider why people chose not to attend. Offer something for everyone and listen to your members to establish what they like to do, then offer more variety. That doesn’t have to be guesswork either, actively seek member feedback via an opinion poll, and shape your club to fulfil your member’s needs. When it comes to growing membership, enriching member community and perfecting integration, who better to fill capacity and extend community than your existing members. 59club industry statistics highlight that 75% of new members would recommend their club to a friend. With statistics like this, just imagine the referrals that could be generated if you did integration better, and the significant advantage of having engineered a club foundation that is built on relationships. Let’s remind ourselves that 85% of exiting members stated that they didn’t use the club as often as they would have liked, so the need to develop a strategy that integrates new members deep into club life is paramount to your survival. Take steps to create an ethos within your club that facilitates new friendships, and tailor your offering to appeal to members’ differing needs. Make sure you make it part of your plan to seek approval and measure satisfaction levels during the integration period (first three months). Make informed decisions based on your feedback to shape your club, as you strive to perfect your new member experience. After all, You only get one chance to make a great first impression.
To get in touch with a regional 59club representative to discuss how they can assist you to advance your member and guest experience, visit www.59club.com
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P G A M EMBERS H IP YO U R B E N E F I T S
Save now with your PGA Membership PGA Membership entitles you to take advantage of a host of discounts and incentives*, from exclusive contract car hire rates to dental plans and holiday deals, so make sure you start saving now! To access all these benefits and more, log on to PGA Benefits via http://benefits.pga.info
Home insurance – 25% discount
Public liability insurance Cover is included in your subscription fee (if you are resident and working in the EU). Contact emma.hadlow@pga.org.uk or call 01675 470 333 for your individual certificate. For any claims, contact Howden on 0121 698 8050. Visit the dedicated PGA insurance site at: pgainsurance.co.uk.
VAT advice For support with golf-related VAT issues, contact Stephen Phillips on 01675 470 333 or: stephen.phillips@pga.org.uk.
Enjoy 25% off your current insurer’s home insurance renewal premium with Baxters Streetwise! Get an additional 5% no claims discount on your first renewal*.
PAYE/National Insurance advice BDO LLP offer a free helpline to members. Contact Michael Hepburn on 0131 347 0355 or: michael.hepburn@bdo.co.uk
ARAG
Alternatively, set up a reminder via PGA benefits online for when your renewal is due and you will be contacted nearer the time.
If you live in the UK and RoI, free legal advice is available from ARAG plc. 24 hours a day, 365 days a year on 0330 303 1846.
For more information, call Kalver on 020 8554 1100 (quote PGA).
Exclusive 20% discount for PGA Members* Call 0800 023 2020 or visit opticalexpress.co.uk to arrange your FREE consultation or to book your eye test.
BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit bmwvip.co.uk/pga, call 0207 514 3599 or email: pgasales@bmw-issd.co.uk
Peugeot The helpline is open Mon - Fri 10am - 4pm, Wed 7pm - 9pm *Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.
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Preferential rates available on a selection of cars over 24 months. Visit peugeot-contract hire.co.uk/pga, contact your local Peugeot dealership, or call the Peugeot Business Quoteline on 0345 313 3811.
SkyCaddie Heavily-discounted personal use prices start at £60† for a SkyCaddie GPS or £70† for the SkyPro. Get yourself a SkyTrak Launch Monitor and receive a free metal case and first year software saving £239. Become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee (about £600†) on your first sale and 20% fee on any future sales. †+VAT Email sales@skycaddiegps.co.uk or call 01844 296 358. March 2019
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YO U R B E N E F I T S PG A M EM B ER S H IP PowaKaddy Account holders personal use trolley at a discounted rate of 15 per cent off trade price (non-account holders are eligible for trade price). Call 01795 473 555 or email sales@powakaddy.co.uk quoting membership number.
Crossover Technologies Golf-specific EPOS system. The technology manages stock levels, reducing dead stock and therefore helping to increase profit margins. Contact: 01454 418 395.
Silverbug Silverbug are IT experts who do things a little differently. We offer Members: Free IT health check of your business; Up to three months free managed IT services when taking out a contract; Option to leave within the first three months if you change your mind. For more information contact us on 0207 078 3795, quoting PGA.
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 BENEFIT #1
Birdietime Offering all Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues. To book your session, email us at info@birdietime.com Visit birdietimepro.com to learn more about our online booking and payment system.
Huxley Golf Incentive programme of up to £500 in commission when recommending customers to purchase an all-weather home putting green. Call +44 (0)1730 829 608 or visit huxleygolf.com
First Data Preferential rates to PGA members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.
Exclusive, convenient and Coca-Cola Special packages on products and coolers. For more information visit coca-colapga.com
Mars Provide retail expertise to help maximise your return. Benefit from point of sale promotions and receive guidance on how to choose an appropriate product range. For further info, contact richard.hobday@effem.com To access all of these benefits and more, log on to http://benefits.pga.info *Terms and conditions apply. See website for details. Offers subject to change without notice. Visit https://wbbaxter.co.uk/streetwise25 for full terms. New customers only. UK mainland only. The lowest premium that Baxters can provide after discount has been applied is £125 + insurance premium tax. Baxters Streetwise is a division of W B Baxter Ltd authorised and regulated the Financial Conduct Authority, reference number 146480. PGA Benefit web pages are managed and run by Parliament Hill Limited of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register. Within those benefits are some benefits negotiated directly by The PGA, and these are identified on the benefit web page.
The PGA Professional
IN PARTNERSHIP WITH THE
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Increase your green fee revenue BENEFIT #2
You pay less commission BENEFIT #3
You control the price BENEFIT #4
Bringing new golfers to you by providing an additional distribution channel BENEFIT #5
Works seamlessly with existing tee time booking systems BENEFIT #6
You don’t need an online booking system to benefit email: info@goplaygolf.co.uk for information
More Members’ benefits overleaf ! >> 59
P G A M EMBERS H IP YO U R B E N E F I T S Virgin Atlantic
Staysure
Offer all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability). Discounted flights are available in all three cabins. Contact the Traveleads sports team at: sport@travelleads.net or 0113 242 2202 quoting your PGA membership number.
To celebrate our sponsorship of the Staysure Tour, we’d like to offer your members and their families 20% off† travel insurance with Staysure. As a thank you for referring your members to us, we’ll send you £10± every time someone takes out a policy on your recommendation – plus for every 10 policies sold in 1 calendar month, we will give you an additional £100. For more details and to download your poster visit: benefits.pga.info
Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email pga@golfbreaks.com
Antalya Golf Club and Sirene Hotel Attractive all-inclusive rates for you and your family. Contact volkan.cavusoglu@sirene.com.tr
Formby Hall Golf Resort and Spa
Aphrodite Hills – Holiday Residences 25% discount on public rates with minimum stay of five nights (seven nights’ minimum stay during July and August). Valid for all apartments, junior villas and superior villa holiday bookings. Contact: reservations@aphroditehills.com quoting: PGA Professional
Aphrodite Hills – Hotel
Luxurious four-star accommodation from just £78 per room B&B (max. two occupants) and includes use of the upgraded pool and health club. Member deals available Sunday to Thursday for business or leisure. Contact Mark Williams on 01704 875 699 or reservations@formbyhallgolfresort.co.uk
To take advantage of these and other fantastic deals visit the PGA Benefits site today via http://www.pga.info/members-landing.aspx
20% discount from package rates. aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional
A D V E R T O R I A L
The Carus Green experience Since first opening the doors in 1994,
golfing groups of up to 60 people and for
Carus Green Golf Club has been gathering
groups of eight and above, PGA members
momentum in the north west of England, as
can stay for free.
a force to be reckoned with in the golfing community. On the fringes of the Lake
With complimentary golf for PGA members,
District, Carus Green offers an 18-hole course
discounts are also offered to non-members
surrounded by open countryside, with views
staying at Carus Green, along with other
stretching up to the Lakeland Hills.
local clubs and with world-class teaching facilities, why not come and experience
The development of the resort includes
Carus Green for yourself.
luxury accommodation, restaurant and sports bar, function suite, and PGA Academy
Having hosted the Northern PGA for the last
including driving range, indoor and outdoor
three years and the Trilby Tour for the past
practice areas, simulator room and golf
two years, Carus Green has firmly cemented
shop. There really is something for everyone.
its place in the golfing world and with one and two night packages starting at £120
With a range of self-catering and room-only
per person, Carus Green must be seen to be
properties Carus Green can accommodate
believed.
Visit www.carusgreen.co.uk and to book, email office@carusgreen.co.uk or call 01539 814 454.
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March 2019
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S I T UAT I O N S VACA N T
La Moye Golf Club, Jersey
Mike Lavers Pro Shop at La Moye Golf Club requires an Assistant PGA Professional that is either registered or qualified. The ideal candidate will be a hard-working individual with a keen interest in retail and customer service. They would also need to build and develop teaching with emphasis on junior groups.This is an opportunity to work in a modern, vibrant shop and make use of excellent teaching facilities. The applicant must be smartly presented, well-spoken and a motivated individual. Please send CV and cover letter to Mike Lavers at mikelaverspgapro@hotmail.co.uk by 18th March 2019.
James Andrews Golf School
PGA Professionals required with experience in individual, group and corporate coaching or golf trips in the UK and abroad. We are looking for a Senior Partner and Junior Partners to join us at Stoke by Nayland Hotel, Golf and Spa and on our escorted golf holidays. This is an exciting roll with very few limitations so if you feel you have something to offer and wish to join a modern golf company and have an interest in its development and profits please send your CV to james@jamesandrewsgolfschool.co.uk or call us on 07956 011033 to discuss how we could work together.
Hever Castle Golf Club, Kent We are looking for an enthusiastic person to join the retail/ professional team at Hever Castle Golf Club. This is a full time 30hrs per week position. Knowledge of golf is essential and additional training will also be provided.Aspiring PGA Trainees or those currently in training are extremely welcome. 30 hours will be spread over 5 days and include weekends on many occasions. The club is set in over 250 acres of truly beautiful Kent countryside and offers 27 holes of golf all within the historic Hever Castle Estate. Please send your CV along with a covering letter to: Peter Parks at pjparks@hevercastle.co.uk
Saltburn by the Sea Golf Club Assistant Professional
Registered assistant or qualified Professional required at busy members club. Candidate must have excellent customer service skills, be diligent, conscientious, have a passion for coaching with the motivation to grow the business. Job role: Average 35 hours per week working within the Pro Shop. Responsible for the delivery of clubs junior academy, group and some individual lessons. Continuing coaching links with local schools and community groups. Custom fitting with Trackman. A competitive salary along with excellent earning potential through coaching makes this an exciting opportunity for the right candidate. Please e-mail covering letter and CV to Mike Howes at mhowes@tgigolf.com. The PGA Professional
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Sedlescombe Golf Club PGA Professional Established in 1993, Sedlescombe Golf Club is situated between the historic towns of Battle and Hastings in East Sussex. Sedlescombe Golf Club is home to Golf School UK, the UK’s No.1 Residential Golf School. The golf complex consists of: • 18 Hole parkland golf course • 9 Hole par 3 course • 20 bay driving range (12 covered, floodlit bays) • 5 putting greens • Short game academy • Indoor swing studio (fitted with GASP) • GC2 Golf simulator The successful candidate will be joining a dynamic team of professionals and must display excellent interpersonal and organisational skills. As a member of the professional staff excellent customer service must be displayed along with a passion to drive the business forward. Key Responsibilities: • Retail and custom fitting • Green fee and Membership Sales • Coaching to local clients and Golf School Clients This role will be based on a 5 day out of 7 rotas to include evenings and weekends. Fantastic earning potential for a hardworking individual. Please forward your CV and covering letter by e-mail to: accounts@sedlescombegolfclub.co.uk for the attention of Joanne Jones.
Carnoustie Golf Links, host of the 147th Open Championship are delighted to offer an exciting opportunity for a Qualified PGA Assistant Professional to join the Professional Shop Team. The successful candidate must have excellent customer service and communication skills and possess a keen passion for retail with the motivation to grow the business. The job role will predominately be based within the Professional Shop, with the opportunity to coach and assist with the Junior Programme in our state-of-the-art Performance Centre. To apply please send your CV and Covering Letter to shona@carnoustiegolflinks.co.uk Applications Close 5th March.
Head Professional Breightmet Golf Club, Bolton
Breightmet Golf Club is seeking to recruit a PGA Head Professional to install and maintain a high level of golf service standards. He/she will primarily lead and develop golf management, coaching and all retail aspects. Ideally, a qualified Assistant seeking their first Head Professional position, the candidate should be dynamic, pro-active and self-motivated. We are a long-established club on the Bolton / Bury border in Greater Manchester with a highly rated course looking to re-establish the vacant position. Please forward requests for further information and/or submissions of applications to secretary@breightmetgolfclub.co.uk by 25th March 2019.
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SI TUATIO NS VACANT
Senior Custom Fit Specialist eGolf Megastore, Dubai, United Arab Emirates eGolf Megastore is the UAE’s largest golf retailer and Middle East distributor of TaylorMade, PXG, Cobra, Srixon, Cleveland & Puma. We’re seeking an enthusiastic, driven individual as a Senior Custom Fit Specialist. You will need to generate sales, have a sound knowledge of the leading shaft companies’ products and host green grass fitting days. Package includes tax-free salary, target based commissions and other benefits including medical and annual return flight home. Applicants should send their CV and covering letter to: careers@egolfoutlet.ae and can visit www.egolfmegastore.ae/careeropportunities for more info. Applications close: 15/3/2019
Sandy Lodge Golf Club, Hertfordshire PGA Qualified Assistant Professional
Rewarding opportunity with excellent earning potential for a PGA Professional to join our busy friendly members club which is a Regional Open Qualifying venue. The role includes building on the existing Junior and Ladies academies as well as developing your own client base. There are excellent teaching facilities including a large range and a USGA standard short game area. The successful candidate must be customer focused, have good product knowledge and feel confident regarding custom fitting. 20-25 shop hours p/w with the rest of the time yours to play and coach. Forward applications to jeff.pinsent@foremostgolf.com Closing date: Friday 29th March.
Portmarnock Golf Club, Dublin, Ireland Trainee Professional An exciting opportunity is available for a PGA Assistant/ Trainee/Trainee Applicant to join the Professional Team at Portmarnock Golf Club. Applicants should possess excellent customer service/communication skills and must be motivated, enthusiastic and keen to coach and learn. The role provides excellent training on retail, golf operations, coaching, repairs and custom fitting. Please apply to Francis Howley with CV/ Cover letter to francis@portmarnockgolfclub.ie
West Kent Golf Club is a traditional members’ club with excellent facilities and a vibrant membership. We are looking for a full-time Shop Manger to join our golf team. The successful candidate will be a highly motivated individual who can deliver a first-class customer service with good understanding and experience of staff management, stock control, purchasing, merchandising and dealing with customers’ requests. It is not essential for the candidate to be PGA Qualified. The role is for 5 days a week; with a generous package including bonuses and pension. Covering Letter and CV to Simon Iliffe, General Manager simon@wkgc.co.uk
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Trainee/PGA Professional Assistant and/or PGA Professional Would you like to be part of a really exciting venture? Our hardworking team are working together to create a club which we feel will be the epitome of the future of the industry contemporary, vibrant and fun. This is an amazing career opportunity for a trainee, (excellent training will be given), a qualified PGA assistant and/or PGA professional to thrive in a hospitality environment. With junior, group, individual lessons and a custom fitting pro shop, we have a variety of opportunity here. You will be encouraged to play tournament and social golf, within the club and outside of the club. Since taking over the club at the end of 2018 we have made significant changes and improvements to our outstanding and picturesque 9-hole course, clubhouse and ‘Room with a View’ in the heart of Sussex. Our fantastic location, between Brighton and London gives us the potential to grow our already thriving membership. Applicants should contact niki@cuckfieldgolf.co.uk www.cuckfieldgolf.co.uk
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 2019 the year you move your career forwards. Email recruitment@pga.org.uk
March 2019
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S I T UAT I O N S VACA N T
Head Professional Be part of our exciting future. In the past five years the Club has transformed its investment strategy to secure a vibrant future for the Club and its members. We’ve invested over £750,000 to improve and lengthen the course – including primary drainage and the renewal of bunkers. We’ve completely refreshed our greens machinery, which is transforming the playability and presentation of the course. And we’ve invested significant sums to improve the clubhouse facilities. This includes creating a large patio, so members can fully enjoy what is probably one of the finest west-facing views in Surrey. We’ve also invested in people to create a skilled and dynamic team that is focused on delivering our vision for the future. This includes a new General Manager and new Head Greenkeeper (with a Master Greenkeeper qualification). And now it’s time to add a new Head Professional, following 40 years exceptional service. Join our team and create an exceptional golfing experience We’re looking for a Head Professional who is excited by our future vision and who wants to deliver an exceptional golfing experience to members and visitors alike. You’ll join in time to help us make our 125th anniversary celebrations in 2020 a great success. We value our heritage. We’ve had an assistant Pro who went on to captain a winning Ryder Cup team! One of our members designed the Hurricane – the plane that helped to win the Battle of Britain. We have a Pro-Am that is in its 43rd edition and we raise thousands of pounds every year for charity. We want you to add to this heritage, just as our current professional has done during his four decades at the Club. The successful candidate will be a highly-motivated leader, with excellent interpersonal and organisational skills. You will also be a great team player, working alongside the senior club management to deliver our desired outcomes. You will be the central point of contact for all golfing activities and have responsibility for delivering the following: • Creating and sustaining a very strong tuition capability – including an Academy - that attracts and converts new members and helps to keep existing members loyal. Surbiton is known for its competitive golf – you will make us even more so! • Supporting our financial goals by capturing visitor data and helping to promote the club to a wider audience. • Operating a successful and profitable retail outlet - which delivers against our mutual business objectives. • Providing excellent customer service to club members and visitors. This will include taking an active interest in members and visitors – from a warm welcome to supporting and inspiring our members and visitors to get more from their golf. • Supporting the administration of golf for both members and visitors. This will include the organisation and management of competitions and tee sheets so that we deliver an enjoyable golfing experience and optimise the utilisation of the course. • Contributing to the strategic direction of the club by staying up to date with market trends and the changing expectations of all generations of golfers. • Collaborating with the Head Greenkeeper, Greens Committee and General Manager so that we continuously improve and increase the recommendability of the club. • Participating in the Clubs’ golfing activities, including Captain / Pro matches, the Pro-Am, inter-club matches and other external events. • Ensuring your knowledge of all subjects related to golf and the business of golf, including legislative requirements, is up to date and used to deliver the outcomes in our business plan • Developing a support team that will deliver the same high level of service. Surbiton Golf Club will offer a competitive retainer to the successful candidate. If you would like to be considered for this excellent opportunity, please send the following to Clint Whittaker, General Manager at: clubsecretary@surbitongolfclub.com or by post to: The General Manager, Surbiton Golf Club, Woodstock Lane, Chessington, Surrey, KT9 1UG. 1. Your cv 2. A covering letter that: a. Explains how your experience matches our needs b. Describes the difference you think you will make to our Club Closing date for applications is 14th April 2019. The PGA Professional
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E MPLOYMENT O P P O RTU NIT I ES UK AND IRELAND Boughton Golf Club, Kent
Exciting Opportunity for a qualified PGA Teaching Professional to join existing professional team. Looking for a self-motivated energetic professional at this busy site. Hotel build is to complete in March 2019 which makes this a very exciting position with good earning potential. CV and cover letter to Steve Mitchell, stevem@pentlandgolf.co.uk. Filton Golf Club, Avon
Excellent opportunity for motivated individual to join new pro shop team. Candidate must have level 1 qualification and have previous experience in retail, coaching and custom fitting. 30-35 shop hours a week with excellent earning potential. Cover letter and CV to spag1985@googlemail.com. Enville Golf Club, Stourbridge
Enville Golf Shop require a PGA Qualified/ Trainee for our friendly and very busy members club. There will be a great opportunity to coach and develop retail skills including custom fitting. Applicant must be hard working and motivated. Please send CV and letter in writing to Enville Golf Shop. Sitwell Park Golf Club
Training applicant/registered assistant required to join a busy members club in Rotherham. Must be smart, self-motivated with good IT and communication skills. Flexible working hours including weekends, leaving plenty of time to play, practice and teach. Applicant’s should be reliable, enthusiastic with good people skills. CV and cover letter to Nic Taylor, email nictaylor7@aol.com The Club at Mapledurham, Berkshire.
The Club Company (UK) Ltd, operators of golf and fitness clubs requires a Golf Operations Manager. Reporting to the General Manager, you will be responsible for the promotion of golf membership, green fees and retail shop. IT skills advantageous. CV to: c.garcia@theclubcompany.com Oakland Park Golf Club
Training applicant or registered assistant required at busy golf club. 30 hours shop work guaranteed, great opportunity for junior coaching, adult beginner coaching and Playing. Candidates must be enthusiastic, passion, flexible and work well within a team. CV and covering letter to Paul Warner pwarnerpga@ googlemail.com 07940583832. Denham Golf club
We are Looking for a Sales Assistant / trainee professional to join our Golf team. The successful candidate will be a highly motivated individual who can deliver a first-class customer experience. Job would suit someone who lives local. Covering letter / CV to Mark Lawrie: mark.lawrie@denhamgolfclub.co.uk. Totally Golf
We are looking for a split role between Totally Golf and Canons Brook Golf Club. The applicant must be flexible, reliable and selfmotivated. The role will consist of retail, club fitting and repairs with an opportunity to start or continue their PGA course Covering letter/CV to Mark Smith mark@totally-golf.com. 64
Killiney Golf Club, Dublin, Ireland.
Enthusiastic, reliable and hardworking Assistant or Qualified PGA Pro required for very prestigious members club in South Dublin. Role includes shop hours, kids coaching and custom fitting/repairs. For further information contact Leo at leohynesgolf@gmail.com Rhuddlan Golf Club, Denbighshire, North Wales
Trainee/First year assistant required. Should be highly motivated with good communication skills and keen to learn. Role includes golf shop work, coaching and custom fitting using Trackman. 30+ hours per week with flexible shifts allowing time for practice and playing. CV and cover letter to Andrew Carr at: andrewcarrpga@aol.com before March 17. Cotswold Edge Golf Club, Gloucestershire
We are looking for an enthusiastic PGA Qualified Assistant Golf Professional for coaching, running our Junior Academy and working an average 30 hours per week in Pro shop. Excellent earning potential. Please email a covering letter and CV to cotswoldedge@freenetname.co.uk. Manor of Groves Golf Club, Hertfordshire
Enthusiastic, reliable and hardworking Assistant/Trainee/ Unregistered trainee required for 18-hole golf course with hotel and spa. Role includes retail, coaching, custom fitting and development of a Junior academy. To apply please email CV and covering letter to ben@bengoodeygolf.co.uk. Willow Valley Golf
Head Assistant Professional. £2000 will be paid annually towards your Foundation Degree costs. Minimum 30-hour contract, extra hours during peak months. Individual lesson potential on 60% commission. Excellent career progression and the privilege of coaching our 60 strong junior academy. CV and cover letter: jhaworth@wvgc.co.uk Delgany Golf Club
Applicants will be enthusiastic about all aspects of Golf Services with responsibilities to include Coaching, Retail, Custom Fitting and all other services related to the Day to Day operation of a busy Golf Shop. Remuneration is negotiable based on experience. Please apply to Gavin Kavanagh with CV / letter of application: gavin.kavanagh@gmail.com Knighton Heath Golf Club
Training Applicant/ Registered Assistant required at a Private Members club in Bournemouth, Dorset. Applicants must be self-motivated, enthusiastic and able to offer high standards of Customer Service. Please send CV/ Covering Letter to Andy at proshop@khgc.co.uk Kingfishers Golf Club, Suffolk
Fantastic opportunity for a motivated candidate with strong communication skills to join a vibrant professional team providing first class customer service. Excellent training and coaching opportunities and playing is encouraged. Apply with CV and covering letter to rob@kingfisherscretingham.co.uk by 15th March.
March 2019
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EM PLOY M EN T O PPO R T U N I T I E S Moreton Hills Golf Centre, Wirral
Tiverton Golf Club, Devon
We are recruiting for our newly refurbished golf centre which now hosts a Top Tracer driving range. The professional we are looking for must be self-motivated, ambitious and flexible. The role will consist of retail and club fitting delivering world class customer service. Please send your application to simoncorp@majorgolfdirect.com
Fantastic opportunity for a trainee to join busy professional team at Devon members club. Salaried shop hours and plenty of opportunity to develop coaching. Playing actively encouraged. Good social media skills preferred. Applicants must be hard working, personable and ambitious. Apply with covering letter and CV to info@alistairwelshergolf.com
Muswell Hill Golf Club, London
Registered PGA Trainee / Assistant required to join the retail and professional team at this premier club. Training and responsibilities include Proshop retail hours, customer services, custom fitting and coaching. We will assist you with initial local accommodation search. Please send your CV to proshopmhgc@gmail.com MY Golf Academy, Horsham Golf
PGA Qualified Professional required for full time coaching position at a modern forward-thinking Academy. Facility includes covered range, 27 holes, short game area and gym. Applicants must have a proven track record, be self-motivated with enthusiasm and knowledge to match for this self-employed role. Apply to mike@my-golf-academy.co.uk Mark Janes Golf Academy
Ambitious and focused Teaching Professional required for long-term future within expanding teaching academy. PGA Qualified/3rd year Assistant. Applicants must be enthusiastic/passionate about a career in coaching, customer centric and team oriented. Fabulous earning potential. Placement at Tonbridge Golf Centre and Nizels GCC in Kent. Email letter and CV to: mark@markjanes.com Oak Park Golf Club
Looking for a passionate and dedicated individual 2/3rd year assistant to work under Head GDP, run and take charge of Junior classes, school passport programme and shop hours. Great earning potential and opportunity to progress a coaching career Email Dan Kean – oakpark-gdp@crown-golf.co.uk The Golf Lab, London
Coaching Professional Required for a busy indoor golf centre in Canary Wharf, attached to the UK’s largest premium health club. Experienced and knowledge in coaching with a positive attitude to sales. Compensated with an hourly/daily rate, commissions on coaching, membership sales and club fittings. Applications to Tim Morrison, golf@thirdspace.london by 8th March. The Belfry Academy, Birmingham
The Belfry Academy has an exciting opportunity for a PGA Coach to join the team on a self-employed basis. The successful candidate will be a competent coach who has an interest in junior development. Please send a cover letter and CV to phillip@thebelfryacademy.com. Applications close 15th March. Woolston Manor Golf Club
PGA Professional required. Key responsibilities are: To help develop a strong Academy. To work alongside The Director of Golf enhancing the experience of members and guests. Excellent career opportunity for the right candidate. Please forward CV to golf@woolstonmanor.co.uk Applications close 18/3/19
Dinsdale Golf Club, County Durham
We have an exciting position available for a trainee/registered assistant professional, responsibilities will include retail, custom fitting and coaching with a particular focus on junior and beginner development. The successful candidate will need good communication skills and an interest in delivering excellence. Apply with CV and covering letter to james@dinsdalegolf.com Seaford Head Golf Club
Teaching Professional Required for the stunning Seaford Head Golf Course, minimal shop hours and 99% of teaching, indoor GC2 facility. Open all year-round busy public course with great teaching potential. For further details please email Fraser Morley on: fraser1974@mac.com The Leatherhead Club
This is an exciting new role available, supporting the Head Professional. Primary focus will be to ensure the smooth operation of the Pro Shop, as well as assisting in wider golf club operations. Opportunities to coach and play with flexible shift patterns. CV / cover letter to Michael Lowe michael.lowe@playgolfworld.com by 7th March. Killarney Golf & Fishing Club, Ireland
Enthusiastic, Reliable and hardworking Registered Assistant or Qualified PGA Assistant required. Role consists of mainly coaching and custom fitting/ repairs with some Clubhouse/ Shop hours. For further information or to apply please contact Mark Heinemann by email: getgolfingie@gmail.com
OVERSEAS Andrew Smith International Golf Academy, Shenzhen
Teaching professional required. Suitable candidate will be PGA qualified, possess a bachelor’s degree, self-motivated, possess good communication skills and a positive attitude. Passion for high quality work, an eagerness to learn, improve, be amenable to different cultures and work as a team. For more information, CV to tgagenzon@icloud.com before 31st March. Prosports International, Dubai
Opportunity to be a Custom Fitting Specialist at Emirates Golf Club. Position open to third year or qualified. Working at retail level, organising and implementing fitting days, candidates must be versatile and passionate about golf career. Minimum commitment of two years. Please send CV to: stuart@prosports.ae To place your vacancy/availability here contact: recruitment@pga.org.uk
The PGA Professional
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COLUM N F I N A L T H O U G H T
Teamwork makes the dream work Jim Croxton, Chief Executive of the British & International Golf Greenkeepers Association, explains why a harmonious working relationship between course managers and PGA Professionals plays a pivotal role in the success of any club
H
aving spent 16 very happy years in the employ of The and golf course challenge, PGA before being appointed chief executive of BIGGA, conditioning and presentation, I’m delighted to have the opportunity to contribute to go to make the whole, the The PGA Professional magazine and also, I hope, have a positive majority of time spent is in influence on the way our members and PGA members interact, playing the course, so naturally for the benefit of the clubs they serve. this has the largest impact on Hopefully my experience over the last 20-plus years in the enjoyment. It is vital therefore industry gives me a good insight into the way golf clubs run and, that our members understand in particular, what separates the successful from the rest. how big an impact on the It is vital that members of both our organisations understand overall experience their work Jim Croxton that they each contribute to a leisure experience. And the key to has. any successful leisure experience is that it meets, and preferably It is important to assist the professional in not only managing exceeds, customer expectations. expectations, but in appreciating why work is done or access is In my view the relationship between limited. The goal of all greenkeepers is to greenkeepers and the PGA Professional improve overall condition and ultimately and the front of house team is critical in extend the playing season and make golfers I would highly this regard. But importantly also, I believe happy. And happier golfers are more likely a good relationship between the two key recommend that PGA to spend in the Pro Shop! teams is mutually very beneficial. So what are the keys to a good Professionals take the relationship? As usual, compromise and The PGA Professional team has an initiative, and get out understanding are the foundations, and important role to play in managing golfer expectations, but in order to on the golf course with both of these are facilitated by effective do so they need to be well informed communication. their greenkeepers by the greenkeeping team. Regular In many golf clubs, the greenkeeping communication is vital; from the team is isolated from other departments in as often as possible greenkeepers on a daily basis to inform the business. This can restrict opportunities on work plans, course conditions and any for communication and potentially puts limitations on play, and similarly from the the onus very much on the greenkeepers to pro shop in terms of golfer numbers, key customers, and any reach out to the rest of the business. special requests. In my experience, however, the key to effective communication Additionally, we cannot improve performance without is it happening in a comfortable environment. I would highly feedback, and the pro shop is usually the go-to destination for recommend PGA Professionals take the initiative, and get out golfers’ post-round comments. The pro is often the first to receive on the course with their greenkeepers as often as possible. In this any course-related criticism, and this presents two opportunities; environment greenkeepers are at their most comfortable, and, firstly, to explain why aspects of the course are how they are; and hopefully, so are you. secondly to pass that criticism on in a constructive way so the They say before you judge someone you should walk a mile club and greenkeeping team are aware of customer satisfaction in their shoes. Well, in this case, I say take it literally! Get out levels. on the course with your colleagues and walk a few holes. Whilst all the elements of the golf experience – initial Hopefully both parties will learn a lot from each other and welcome, clubhouse amenities, hospitality, food and beverage, everyone will benefit.
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March 2019
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