The PGA Professional - June 2018

The

Professional T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

Volume 14 Issue 6 June 2018

WHO’S THE MAN?

The PGA joins the fight against the most common cancer in men

RIGHT ON TARGET

Understanding who your customers are

OPEN SECRETS

Customers first at Carnoustie

J U N E

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CONTENTS The

Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE

F E AT U R E S

18 Who’s the man!

The PGA and Prostate Cancer UK outline new partnership to fight the disease

Editor: Jane Carter PGA News and Features: Steven Carpenter (steven.carpenter@pga.org.uk); Adrian Milledge (adrian.milledge@pga.org.uk) Coaching: Eric Alpenfels, Bob Christina Marketing: Antje Doel Contributors: Phil Barnard; golfbreaks.com; Nicole Wheatley; Angela Youngman Editorial assistant: Kelly Lewis Advertising sales: Ben Foster (ben.foster@pgapublishing.co.uk); Keith Foster (keith.foster@pgapublishing.co.uk) Employment opportunities: Yvonne McPhillips (recruitment@pga.org.uk) Photography: Getty Images, Adrian Milledge Design: Barbara Stanley

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18

What women really want

We continue our series looking at female customers

23

INSIDE THE PGA

5 6

This month from the Chief Executive PGA news

News from The PGA and the Regions

13 June tournament previews and reviews

BMW PGA Championship, Silversea Seniors, Women’s PGA, Staysure PGA Seniors, English PGA

48 Coaching opinion

13

Learning through modelling golf technique

59 PGA Member benefits

Thailand Conference, Parliament Hill and more

64 Employment opportunities The latest job vacancies

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 2018 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).

R E TA I L I N G

28 Trade news

Golf people and products Behind the scenes at Carnoustie

38 Putter fitting revolution

Improving the margins on putter sales

43 Fashion and accessories

Christmas stocking: Make the most of the festive season

46 Get ready for inspection

The value of a destination inspection trip

49 Abu Dhabi

Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887

50 Top travel picks for June

The

T H E

O F F I C I A L

P G A

M E M B E R S ’

M A G A Z I N E

Volume 14 Issue 6 June 2018

WHO’S THE MAN?

OPEN SECRETS

Customers first at Carnoustie

The PGA joins the fight against the most common cancer in men

38

T R AV E L

®PGA, the Crest and PGA Pro – the Heart of Golf are registered trademarks of The Professional Golfers’ Association Limited.

Professional

28

36 Retail watch

Sensational golf courses and guaranteed sunshine

49 54

MARKETING

54 Defining your market

What type of people make up your customer base?

57 Personal branding

Building your brand in your local community

RIGHT ON TARGET

Understanding who your customers are

Front cover: The PGA partners Prostate Cancer UK, see page 18

The PGA Professional

| June 2018

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www.linked.com/company/ professional-golfers-association

www.twitter.com /thepga

www.instagram.com /thepga

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Club Car Introduces â„¢ New Tempo Golf Cars Official partner of

THIS MONTH FROM THE CHIEF EXECUTIVE After a long winter, it is great to get the season started with some decent weather.

The PGA Team continue to concentrate on our vision of ‘Improving the Personal and Professional Lives of our Members’.

W

e still have lots to do but I hope you are beginning to see us making progress. Our Regional Managers (previously known as Regional Secretaries) have now started their new role, a key objective of which is to engage with more Members in their region.

We have clear plans in place to achieve this but if you have any suggestions on how we can improve our service and support, please The We Love Golf campaign was much do not hesitate to contact your Regional in evidence during the recent BMW PGA Manager or any member of the PGA staff.

Championship We recently launched our new Member Benefits programme and whilst talking to Members I am aware that many of you still do not know the many now on offer.

There are numerous, ranging from cash back initiatives with many of the take in growing our game. I recently high-street retailers to discounted attended the Golf Foundation energy, insurance and mobile phone awards and it was fantastic to once We have lots of examples deals. If used effectively these offers again see PGA Professionals at the of the fantastic work PGA would easily save the cost of your heart of the awards. You can read Professionals are carrying out more about the very worthy winners membership. I would therefore urge you to look at the benefits that can to get more women and girls on page 12. be found on the Members section of You will hopefully have read into our game PGA.info. that we recently launched our “We Providing benefits to overseas and Love Golf ” campaign to promote Members from Ireland still remains the great work that many of you are a challenge but we have recently doing to get more women and girls introduced some additional benefits to PGA of Ireland Members. playing golf. We have lots of examples of the fantastic work PGA We are conscious that we need to do more to support our Professionals are carrying out to get more women and girls into overseas Members and we are close to announcing plans that will our game and over the coming months we will be promoting this take some steps forward to achieve this. work to both the golfing and non-golfing community. If you have We are continually looking for new tournament opportunities. any examples of work in this area you can share please contact This year we have added a new Pro-Am that has been sponsored jonathan.wright@pga.org.uk

by Staysure, specialists in over 50s insurance. The final of Can I wish you all a successful season ahead and I look the Staysure Trophy will be played ahead of the PGA Seniors forward to speaking to many of you throughout the year. If there Championship at The London Club in August. There is still is any support or help we can provide, please do not hesitate to an opportunity to attend a qualifier outside your region with contact us. qualifying events at Manchester on 12 July and Kings Hill on 16 July. The competition involves you running an event for over 50s at your club and then attending a regional qualifier with your winner. There is a significant prize fund to compete for so I would encourage you to take part – download the entry pack listed under the event at PGA.info Robert Maxfield We should all be proud of the lead role PGA Professionals Chief Executive

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The PGA Professional | June 2018

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News Monty signs up for Staysure PGA Seniors VICTORIOUS 2010 Ryder Cup Captain Colin Montgomerie is set to tee it up at the Staysure PGA Seniors Championship at London Golf Club from August 2-5.

Montgomerie, two-time Staysure Tour Order of Merit winner, will make his debut in the Staysure PGA Seniors Championship when the event returns to the schedule after a three-year absence.

The 54-year-old Scot will feature in the inaugural edition of the PGA Seniors Championship under the new title sponsorship of Staysure, who also became umbrella sponsors of the European Senior Tour at the start of 2018.

“I am thoroughly looking forward to playing in the Staysure PGA Seniors Championship, especially as I will be making my debut at the event,” said Montgomerie, who won a hat-trick of PGA Championships on the European Tour from 1998-2000.

“I really enjoy playing on the Staysure Tour and only managed to play once on European soil last season, so to get the chance to

compete several times on the Tour in the United Kingdom and Europe is exciting.”

Inaugurated in 1957, the PGA Seniors Championship has been won by some of the all-time greats, including Major winners Max Faulkner, Kel Nagle and Peter Thomson along with the Staysure Tour’s Carl Mason and Tommy Horton.

Home sweet home

LETAS is ahead of the game

GIOVANNI LOSSO has gone

‘READY GOLF’ is going to form part of the Rules of Golf from 2019, but the LET Access Series has wasted little time in introducing the initiative to speed up play one year early.

The LET Access Series recently successfully introduced the concept at the Terre Blanche Ladies Open in France in early April.

“It’s a discussion that we have had with the LETAS Player’s Council, who are completely on board to look at ways to improve the pace of play,” explained LETAS director Di Barnard.

‘Ready Golf ’ is part of The R&A and USGA’s Rules modernisation process that began five years ago, to fit the needs of the game globally.

The directive has been well received by the players. The 2017 LET Access Series Order of Merit winner, Meghan MacLaren, who earned her first Ladies European Tour title in the Women’s New South Wales Open in March, commented: “Without doubt it will help.

“We played ‘Ready Golf ’ most of the time in college and it was of definite benefit to us. There’s no need if people are ready for them to wait if they don’t need to, so I think it will definitely help to progress things along. It’s a good move from the LET Meghan MacLaren Access Series.”

full circle after returning to his native Italy to become PGA Professional at Antognolla Golf, Perugia – widely regarded as one of the most spectacular courses in Italy.

The 25-year-old, who was born in Udine, Northern Italy, spent time at his home club as a young player before a rare injury at the age of 17 ended his dream of turning professional.

Three years later after going through rehabilitation, Losso moved to the UK to undertake the PGA Foundation Degree. He spent a short time with Gary Foster at his golf academy in Austria before moving to the UK Play Golf, London as an Assistant in 2016.

“It’s a wonderful programme,” said Losso, who spent most of his childhood in Pittsburgh, America.

“They teach you every aspect of what being a golf professional really is. It doesn’t exist in Italy or other countries.”

Seeking a new challenge, Losso applied for the vacancy at Antognolla last Christmas and was surprised to be offered the role. “My aim was to return to my home country in a position that would develop my career,” he added. “I could not really have wished for a better opportunity than with Antognolla.”

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Colin Montgomerie: taking on other golf legends in this year’s Staysure PGA Seniors Championship

www.pga.info

News Clark to captain GB&I PGA Cup team CAMERON CLARK has been named captain of Great Britain and Ireland’s PGA Cup team when they attempt to claim an historic third consecutive victory over America in Texas next year.

The head PGA Professional at Moor Hall Golf Club in the West Midlands is no stranger to the biennial competition, having been involved in the last two.

He played an integral role as a player in helping Great Britain and Ireland secure a first ever win on America soil in 2015 at CordeValle, California.

And he was one of the two vice-captains at Foxhills Club and Resort, Surrey, last September when Albert MacKenzie led the home team to an emphatic 16-10 victory.

Clark, 44, is confident he can lead Great Britain and Ireland to a hat-trick of wins over America at Barton Creek Resort in Austin, Texas, where the match will take place from September 23-29.

“I am immensely proud and honoured to have been asked to captain Great Britain and Ireland at the 2019 PGA Cup,” said Clark.

“Albert (MacKenzie) was an incredible captain. He was very positive and he was a really likeable guy Albert MacKenzie who all of the players got on well with. He wanted (far left) and Cameron to make the week as much fun as he could.

Clark “I’m not saying it’s going to be an easy task. The Americans will be hurting after losing the last two matches but I’d be very confident our boys can go and perform out there again. I wouldn’t take the job unless I was confident.”

Commenting on Clark’s appointment, Robert Maxfield, PGA chief executive, added: “Cameron is passionate about this competition and I’m certain he’ll prove to be just as popular and successful as his predecessor Albert MacKenzie.”

Author celebrates golf ‘Bible’s’ 50th anniversary THE AUTHOR of what many have described as the ‘The Bible’ for golf coaches returned to The PGA for a special event to mark the 50 years since the publication of ‘The Search for the Perfect Swing’.

Dr Alastair Cochran’s book remains one of the seminal pieces of work that has applied scientific methods to study the game of golf. It continues to be referenced today by scientists, educators and practitioners across the world of golf.

Cochran was the guest of honour on May 21 and his book’s popularity was demonstrated with almost 100 people attending the sold out event inside the PGA National Training Academy.

“It’s been a life-changing thing for me,” said Cochran. I’ve always been an The PGA Professional

| June 2018

academic and a research physicist but this book has got me all round the world.

“I personally didn’t anticipate the sort of impact the book would have on golf. There’s a great cult following who think it’s the best thing since sliced bread.

It was fun to do and it got a few other people starting to think about things like that.

“When I finished doing some work for The PGA on their manuals three to four years ago, I thought that was it. But meeting these guys got me excited about golf again and what they’re doing.”

A select group of world-leading experts who are involved in researching various elements of the game were also in attendance.

They included Dr Sasho MacKenzie,

Guest of honour Dr Alastair Cochran (centre)

Professor at St. Francis Xavier University, Nova Scotia, Canada, who flew to the UK especially for the event.

David Colclough, head of coaching and sports science at The PGA, added: “It was a great honour to recognise the considerable contribution that Alastair has made to the development of the game of golf through his original work with ‘The Search for the Perfect Swing’.”

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News Keith Hockey (1929 – 2018) KEITH HOCKEY, a former PGA captain, professional in Switzerland. Golf course West region chairman and renowned coach architect Peter Harradine was a cousin. who played a major part in shaping the So it was no surprise when he became assismodern Association, has died a few days after tant to Henry Cotton at Royal Mid-Surrey his 89th birthday following a short illness. and then with Reg Knight at Wanstead.

Keith also became the only man to lead the He was even given his second name ‘Ryder’ Great Britain and Ireland PGA Cup team to because he was born on April 27 1929, a victory in two successive matches against the month before the competition that year.

USA. That was at Muirfield in 1983, the year Keith really wanted to be a teacher and of his PGA captaincy, and then at Turnberry translated that desire into golf tuition which 12 months later. became his lifelong passion.

He was keenly interested in the training He was head professional at Muswell Hill and development of aspiring professionals in north London for 17 years from 1953 after and was a member of the PGA training and joining the club from Wanstead. teaching staff.

Members of Muswell Hill raised £700 to Keith Hockey Consequently Keith was responsible for the send him on a seven-week tour of the Far production of the PGA training manual and, East circuit where he was befriended by Dave in conjunction with the Bournemouth Management Centre, Thomas and Peter Alliss. produced a correspondence course for the PGA Diploma in He took over from Alliss as the head pro at Parkstone, Dorset, Golf Management. in 1970 and was joined by his assistant Bill Creamer who has In addition to his national training schedule Keith became recently retired as Chippenham professional.

He remained at Parkstone until he retired in 1988, continued the first chairman of the West Region of the PGA from 1977 to live at Sandbanks, was made a life member and regularly visuntil 1985.

He was brought up in a golf environment as his father A.F. ited the club until shortly before his death.

His son Mark said: “He never forgot he was a golf pro but his (Fred) Hockey was the pro at Enfield and his uncle Albert a role as a teacher is what endured most strongly.

“I believe this, along with the friendship and close camaraderie he found, is why his association with The PGA remained so central all his life.”

PGA chief executive Robert Maxfield concurred with those sentiments and added: “There are no areas of The PGA that have not benefitted from Keith’s boundless enthusiasm and willingness to get involved and use his wide range of skills to make a difference.

“That he was a successful captain of both the Association and PGA Cup teams, a long-serving regional chairman, a key figure in the creation of The PGA training manual and a popular and respected traditional club pro at Muswell Hill and Parkstone are testament to his capacity for hard work and his talents.

“He is a great loss to the Association – even more so to Ann, his wife, family and friends to whom we extend our sincere and heartfelt condolences.”

Keith was married to Ann for 63 years and the couple had three sons: Christopher (a business executive living in Singapore), Mark (a retired GP) and Andrew, (who died at 50 in 2014); and five grandchildren (one teacher, two doctors, one medical student, and an advertising executive).

The PGA Professional

| June 2018

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News Top award honours

THE IMPORTANT role of the PGA Professional at junior level in golf was highlighted again at the annual Golf Foundation Presidents’ Awards.

Staged at Wentworth on the eve of the 2018 BMW PGA Championship, the awards celebrated the volunteers and professionals who selflessly give their time to help young people to enjoy the benefits of golf.

It was an emotional day for Tom Bowen, of North Wales Golf Club, after being presented with the Gallacher Award.

Bowen, whose father passed away in February, overcame a debilitating mental illness thanks to golf and after passing his PGA Level 1 volunteer coach award, he is currently on the path to becoming a fully-fledged PGA Professional.

Bowen said: “It culminates a great year with me starting with The PGA and my dad fought his illness long enough to see me start it, so he knew I was on that journey towards a career in a sport we both loved.”

Darren Game, PGA Professional at Bourne Golf Centre, Lincolnshire, won the Burroughs Award for creating opportunities for those with special needs.

The Sinclair Award was presented to Zachery March, from Mark Janes Golf Academy at Tonbridge Golf Centre in Kent, for introducing over 1,500 youngsters into the sport over the last 12 months.

PGA Professionals Dane Duffin and David McNicholas came away with the Laddie Lucas Award for their work at Elsham Golf Club where more opportunities for girls have been created in partnership with the ‘This Girl Golfs’ Project in North Lincolnshire.

There was also cause for celebration too for Tom Hide and Scott Rusbridge after the Coastal Golf Academy at Frinton Golf Club won the Bonallack Award.

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BGIA chips in for youngsters NATIONAL GOLF charity the Golf Foundation has thanked the British Golf Industry Association (BGIA) for raising £10,000 which will help more young people to enjoy the benefits of golf in the years ahead.

The funds were raised for the Golf Foundation during the recent, highly popular BGIA golf day, which was held once again at Woburn Golf and Country Club in Buckinghamshire.

Stephen Lewis, chairman of the Golf Foundation, said: “The members of the British Golf Industry Association have been highly valued supporters of the Golf Foundation for many years. Their donation this year is hugely appreciated as this charity works to help more youngsters – boys and girls from all backgrounds and abilities – to ‘Start, Learn and Stay’ in golf, while benefiting from the life skills that the sport offers all players.”

A further £4,000 was raised for the BGIA’s ‘Grow Golf’ fund, principally during the industry’s annual gala dinner at Woburn on the evening before play.

Turkish pro achieves putting first PGA PROFESSIONAL Senol Bay has become the first Certified Putting Instructor in Turkey.

The 41-year-old, who completed his PGA distance learning in 2012, is based at Kemer Golf and Country Club, Istanbul, and also coaches the Turkish boys and girls teams.

Bay will put his new skills Senol Bay: “The CPI course to the test when he travels to was unbelievable” Dublin, Ireland with the Turkish team for the World Amateur Team Championships.

“The CPI course was unbelievable,” he said. “I learned a lot and it gave me a lot of insight into putting and putters.

“Before doing the CPI course I knew nothing about putting, but now I know a lot more and what I learned will help me in my teaching and definitely in my work with the national team.”

Bay is keen to grow the game in a country where golf is still a new concept and is focusing on juniors.

He added: “I have my own junior programme with 100 kids registered.” www.pga.info

News Paperback writer

Open medal winners

JULIE OTTO, the 2011 Titleist PGA Assistant of the Year who boasts an impressive CV, has turned her hand to writing a book on adoption, autism and family life.

The 51-year-old, based in Fife, coaches golfers of all abilities and has been Secretary of the Ladies’ Golf Union at St Andrews, Scotland, and also Assistant Director for Rules at The R&A. Julie Otto: writing ‘Instructions Not Supplied’ about family life with her three tells the heart-warming adopted sons story of how she and her husband, Steve, adopted three boys, now aged 10, 11 and 13, who each had their own disability and difficulties.

Otto explained: “The idea of writing a book about the issues we have faced as adoptive parents came about in an attempt to gain a voice for awareness and possible change.

“Three boys so closely aged would be difficult in any family, but added to the fact we have adoption issues as well as autism, ADHD, foetal alcohol syndrome and learning disabilities to deal with on a daily basis, life can be challenging.

“If you had said a few years ago that I would write a book on adoption and disability then I would not have believed it.”

FOUR TIME major winner Rory McIlroy, Ross Fisher and Paul Casey were presented with either the Braid Taylor Memorial or Tooting Bec Medals at the event of this year’s BMW PGA Championship at Wentworth.

The medals, which were presented by PGA chief executive Robert Maxfield, relate to the performances of each member of the trio in last year’s Open Championship at Royal Birkdale.

McIlroy received the Braid Taylor Memorial Medal as a result of being the leading PGA Member born in the UK or Ireland who finished highest in the Open. It was the third time the World #8 has won the medal, which was first played for in 1966.

The Tooting Bec Medal is even older, dating back to 1901, the year The PGA was founded. It is awarded to a PGA Member born in the UK or Ireland who posts the lowest single-round score in The Open. Both Fisher and Casey shot rounds of 66.

All three were delighted to receive the awards, especially Casey who said: “The Tooting Bec Medal goes way back and some very famous golfers have won it.

I’m extremely proud to have joined them.”

Rory McIlroy receives his medal from Robert Maxfield

Leadbetter relocates Euro HQ to Stoke Park ONE OF THE world’s most celebrated golf coaches is set to move his European headquarters to Stoke Park, Buckinghamshire, when the third UK-based ‘Leadbetter Golf Academy’ opens next month.

David Leadbetter, famous for coaching Sir Nick Faldo, Greg Norman and Ernie Els, will expand his network of international golf academies when the one at Stoke Park becomes his 13th in Europe.

The 2017 PGA Teacher of the Year opened his first academy in 1983 and his first student was six-time major winner Faldo.

There are now more than 30 academies worldwide and Leadbetter said: “A lot of time and money has been invested in the courses at Stoke Park and the

The PGA Professional

| June 2018

team there has invested a lot of energy into elevating their academy to new heights.

“I am delighted to be able to recognise their efforts by partnering with the team at Stoke Park to launch a new Leadbetter Golf Academy.”

Fellow PGA Member Stuart Collier, the director of golf at Stoke Park, added: “We have enjoyed unprecedented success in our academy over the past few years.

“That’s not just in competition wins but in the overall improvements shown by the students.

“Having the European headquarters of The Leadbetter Golf Academy here is testament to the effort put in by everybody concerned.”

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B M W

P G A

C H A M P I O N S H I P

The Italian job Francesco Molinari triumphs at Wentworth while PGA pros Robert Rock and Paul O’Hara are left to reflect on what might have been, writes Adrian Milledge

S

cottish rockers Simple Minds brought the curtain down on this year’s BMW PGA Championship at Wentworth after PGA Professionals Robert Rock and Paul O’Hara had experienced harsh reminders that golf is anything but a simple game.

Rock, who trained at The Belfry, had begun the final negotiation of the West Course at the Surrey venue on seven-under; two birdies and eagle in the first seven holes took him to 11-under and on course for a top five finish, or better.

An anti-climatic back nine, however, which ended bogey, double bogey, birdie, bogey, bogey, transported him back to where he had started and a share of 20th place.

O’Hara, a member of the quartet of PGA pros who qualified for Wentworth via the Play-Offs, also foundered on the back nine, albeit in the second round.

The 2017 Titleist and FootJoy PGA Professional Championship winner was seemingly on track to make the cut when he reached the par-three 14th.

At that stage he was three-under for the tournament. Two holes and seven putts later his round was in ruins.

“I misjudged the putt on the 14th,” he explained. “I thought it was more downhill

Above: Paul O’Hara Right: Robert Rock

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Franceso Molinari celebrating his Wentworth triumph in emphatic style

than it was, left it six-feet short and missed from there.”

Worse, however, was to follow for O’Hara on the par-fourth 15th.

“Then going up 15, my foot slipped on my second shot, the ball landed in a greenside bunker then I four-putted. Week over.

“I should have made the cut but you can’t afford to three-putt and four-putt – that’s amateur stuff. It’s my own fault.”

O’Hara did his utmost to repair the damage and was inches away from resurrecting his round with birdies at 16 and 17.

Then, going for broke on the 18th in the quest for an improbable eagle, his tee shot disappeared into an crop of rhododendrons and he signed off with a double bogey seven.

As a result he posted a four-over-par round of 76 to finish three-over for the tournament and two shots clear of Rob Coles, another member of the quartet.

Coles, beginning on two-over, also recorded a treble bogey en route to a threeover-par round of 75 and final total of 149.

The two other qualifiers from the PlayOffs, Richard Wallis and Gavin Hay, produced improved second rounds, posting scores of two and six-over respectively.

Meanwhile, keeping things simple served Franceso Molinari well. So much so that he became the second Italian in five years to claim the tournament’s glittering prize and third in total.

Following the successes of compatriots Matteo Manassero in 2013 and Constantino Rocca 22 years ago, Molinari’s winning 17-under-par total of 271 featured just two bogeys.

One came at the first hole on day one, the other at the 10th in the second of the four rounds.

“To go 44 holes round here without a bogey is impressive,” he said. “Even by my high standards!”

Level with Rory McIlroy on 13-under at the start of the round and four clear of the World #8 after 12 holes, a Faldoesque finish of half-a-dozen straight pars earned him the €995,394 winner’s cheque.

The win, Molinari’s first since 2016 and the biggest of his career, has also propelled him from 36th to third in the Race to Dubai and to fourth position in the Ryder Cup European points list.

He last played in the biennial match in 2012 and, prior to his win at Wentworth, had not given this year’s encounter in Paris much thought.

“I was too far back in the standings to be thinking seriously about it,” he admitted.

“So now I’ve put myself in a much better position.”

A case, perhaps, of ‘don’t you forget about me’.

Leading scores F Molinari (Italy)

271

R McIlroy (Northern Ireland)

273

Alex Noren (Sweden) and Lucas Bjerregaard (Denmark)

274

Kiradech Aphibarnrat and Branden Grace (Republic of South Africa)

275

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King crowned Senior PGA champion at Foxhills John King comes up on the rails to prevent the Silversea Senior PGA Championship becoming a two-horse race, writes Adrian Milledge.

J

ohn King, the long-serving head professional at Lindrick Golf Club, muscled in on the anticipated duel between Mark Ridley and John Gould to win the Silversea Senior PGA Championship at Foxhills.

Six and five strokes adrift of Ridley and Gould respectively at the start of the final round, King kept his game together while they faltered.

Ridley, who is attached to South Moor Golf Club, was unable to reproduce the form that had seen him lead the tournament at the end of the first and second rounds and posted a four-over-par total of 77 to finish on two-under. One-over after 12, his round was effectively derailed by bogeys at 14, 16 and 17.

Meanwhile, Gould, who had drawn level with Ridley courtesy of a birdie at the par five fifth, never recovered from the plague of bogeys that followed over four of the next five holes.

A birdie at the par-five 12th provided brief respite before two more bogeys resulted in a five-over-par round of 78 and him ceding third place to Mossock Hall’s David Shacklady.

King, by contrast, unaware of the implosions behind him, made flawless progress round the Bernard Hunt course and, courtesy of a birdie at the par-four 13th, carded a one-under-par round of 72 to finish on two-under.

SUDDEN DEATH All of which meant a sudden death play-off with Ridley to determine the destiny of the Bernard Hunt trophy and £6,000 winner’s cheque put up by Silversea, the luxury cruise line specialists sponsoring the tournament The PGA Professional

| June 2018

John King, winner of the Silversea Senior PGA Championship trophy

King with Mark Ridley (right)

for the third successive year.

It was staged on the par-four 18th and while King had the momentum, Ridley had ‘previous’ on the double green that serves the final hole on both the Longcross and Bernard Hunt courses at the Surrey resort.

VICTORIOUS KING Ridley had signed off on days one and two with a 40 foot chip for a birdie and an even longer putt for an eagle but this time his Midas touch with either putter or wedge deserted him.

Not least on the third negotiation of the hole when he three-putted for a bogey and King claimed victory with a par.

King, who has been head pro at the 1957 Ryder Cup venue for 20 years and was an assistant there before moving to nearby Worksop where he coached a youthful Lee Westwood, described his round as one of the best he has played.

But he admitted that, given the deficit he had to make up on Ridley and Gould, his initial target was finishing in the top 15 and earning a place in the Staysure PGA Seniors Championship at the London Club in August.

“I was playing with a good buddy, Rob

Ellis,” he explained, “and we were realistically looking at making sure we finished in the top 15.

“But you never know at this game. It was a little bit of surprise to catch them but obviously I’m delighted. I’ve had to work that hard for a victory before on occasions but this was one of the best rounds I’ve played tee to green.”

King was also fulsome in his praise for Foxhills and added: “I’ve been coming here for a few years now and it’s been fabulous.

The best it’s been. We’ve had bad weather in the past but this year it’s been perfect.

“Both courses are in great condition and, as usual, all the staff have been excellent.”

Leading scores J King (Lindrick)

216

M Ridley (South Moor Golf Club)

216

D Shacklady (Mossock Hall)

217

J Gould (John Gould International) 218 Paul Streeter (Lincoln Golf Centre)

219

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T I T L E I S T A N D F O O T J O Y W P G A C H A M P I O N S H I P

new name will be engraved on the silver salver presented to the winner of the Titleist and Footjoy WPGA Championship but spelling it correctly may be as challenging as the circumstances in which she clinched victory.

The name belongs to Keely Chiericato and her triumph in an absorbing contest at Trentham Golf Club was a classic case of snatching victory from the jaws of defeat.

Having seen her score from two rounds of the Staffordshire venue decline from a healthy four-under to a sickly looking one-under, Chiericato was convinced her chance of victory was in ruins.

Not least because Heather MacRae, a seasoned and talented campaigner, was one-under with four holes to play.

One of those, the par-five 18th on a picturesque course in pristine condition, represented a realistic birdie opportunity, especially for the Scot who launches the ball prodigious distances.

It all added up to dousing the joy Chiericato experienced when her nine-iron on the par-three fourth skipped into the cup for her first hole-in-one in a professional event.

Played out to the accompaniment of thunder rumbling in the distance, it was as though the end of the world had arrived for the tearful PGA Professional with Italian antecedents who is attached to Manston Golf Centre in Kent.

In the event, MacRae’s birdie putt on the 18th stopped a whisker away from dropping and Chiericato was in the second chance saloon – a play-off.

Worse followed for MacRae at the initial extra hole, the par-four first, when her

Near miss: Heather MacRae’s birdie putt on the 18th

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Just ace Keely Chiericato recorded a hole-in-one en route to winning the Titleist and FootJoy WPGA Championship via a play-off, writes Adrian Milledge.

Silver service: Keely Chiericato is WPGA champion for the first time

approach clipped some leaves and fell well short of the green.

Chiericato, by contrast, had found the putting surface and when her opponent failed to capitalise on a superb chip to within six feet the silver salver and £1,000 winner’s cheque was hers.

So, too, was her first step towards making the WPGA Cup team that will play in Texas next year.

Places in the team will be determined by performances in this and next year’s WPGA Championship and, by winning, Chiericato has earned 10 of the possible 25 points she can accumulate.

“I’d forgotten about that to start with,” she admitted afterwards. “Strangely enough I played in a South region event yesterday and Sam Smith, the regional manager, told me to make sure I’d play well so I could get in the team for Texas. If the dates are good, I’d love to go out there and help bring the trophy home.”

Teamwork, of course, will be paramount for the five-strong WPGA Great Britain and Ireland line-up to be successful in Texas and Chiericato felt the benefit of it at Trentham.

“The unexpected hole-in-one helped my scorecard,” she added. “I was four-under and playing nicely but, if anyone tells you nerves don’t get to you, they’re wrong. I hit some shots I’d never otherwise hit in that situation.

“And without the support of my playing partners today, I would have struggled even more. I was lucky to have two really nice and supportive people – Ali Gray and Claire Hobbs – alongside me. They kept cheering me on, so did their caddies.

“But I did expect Heather to grab the win, she’s a very good player. So it was nice to have the second opportunity – things don’t happen like that very often and I was lucky to get my second chance.”

Leading scores K Chiericato (Manston Golf Centre)

145 (-1)

H MacRae (Elite Golf Academy)

145 (-1)

A Gray (Ormskirk Golf Club) and M Tulley (Piltdown Golf Club)

147 (+1)

www.pga.info

E N G L I S H

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C H A M P I O N S H I P

Frayne set for a trip down memory lane Busy pro crosses Devon to tackle Saunton as tournament returns after an eight year gap, writes Adrian Milledge.

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dam Frayne will turn back the clock to his amateur days when he plays in the final of the English PGA Championship at Saunton later this month.

Frayne has just taken over as head PGA Professional at Yelverton Golf Club but made time in an understandably busy schedule to play in the West region qualifier at Chipping Sodbury.

It proved a good move as Frayne tied for first place to secure his berth in the final of a competition which is back on the calendar after an eight year absence.

His five-under-par round of 67 was matched by Greg Davies of Cirencester’s South Cerney Golf Course and the pair will be among a field of 144 vying for a portion of the £30,000 prize fund.

Frayne was delighted with the victory but admitted it was touch and go whether he played.

“I only entered the tournament at the last minute, put it in the diary, and now I’m in

Adam Frayne, head PGA Professional at Yelverton Golf Club

the final which is good as I like it around Saunton,” he said.

“I managed to win a West region event there a couple of years ago and I grew up around this way so I used to play Saunton as an amateur.

“We used to play our county golf in the The PGA Professional

| June 2018

Saunton: venue for the final of the English PGA Championship

south west there too, so I know it well.”

Frayne will be joined in the final by Woodcote Park’s Ben St John who will be defending the title he won at Goodwood eight years ago.

St John booked his place at Saunton in the South region qualifier at Canterbury but had to settle for second place behind Paul Nessling.

Unlike Frayne, Saunton will be a new experience for Nessling who represents Cooden Beach Golf Club.

“I’ve never played at Saunton, so it will be nice to play there for sure,” he said. “Hopefully it can be a good event and this is another one for me to aim for.

“My form’s looking okay so far, it’s been a good start to the season, it’s just a case of whether I can keep it up.

The contestant with the best knowledge of Saunton will be Albert MacKenzie, captain of Great Britain and Ireland’s victorious 2017 PGA Cup team.

MacKenzie has been invited to play by virtue of being the host club’s PGA Professional.

“National events should be deserving of

worthy winners and that is what Saunton will provide us with next June,” he said.

“As a club, we have hosted many prestigious events since the 1930s, and we feel honoured to be able to add the English PGA Championship to our portfolio.”

The north Devon club boasts two highlyrated and challenging links, the East and West, and the 54-hole event will be staged on the latter.

Saunton, which dates back to 1897, has a rich history of hosting championship golf including the PGA Club Professional Championship in 2002 and, five years earlier, the British Boys Championship won by Sergio Garcia.

More recently Saunton was the spectacular setting for the 2016 PGA Play-Offs won by Matthew Cort, a member of MacKenzie’s PGA Cup team.

“Having successfully hosted the PGA Play-offs in 2016, we are delighted to have been approached by The PGA to stage the newly reformed English PGA Championship,” said Russell Mayne, general manager at Saunton.

“After all the enhancements made to the course during the winters of 2016 and 2017, it will be interesting to see how the players will cope with the changes.”

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There’s still There’s still time to enter! time to enter!

The The Staysure Staysure PGA Trophy 2018 PGA Trophy 2018

• 7 superb regional venues and a renowned Final venuevenues and a renowned 7 superb regional • Grand Grand Final for both Lady & Gentlemen • Great prizesvenue aged or over Great prizes for 50 both Lady & Gentlemen • Amateurs Amateurs aged 50 or over • Professional prize fund of £30,000 winner gets £7,500 and of The Staysure Trophy prize fund £30,000 • Professional winner gets £7,500 and The Staysure Trophy

Grand Final

Grand Final Tuesday 31 July & Wednesday 1 August 2018 TuesdayGolf 31 July & Wednesday 1 August 2018 London Club London Golf Club

S T A Y S U R E

P G A

T R O P H Y

Are you on the Staysure PGA Trophy trail!

Remaining Regional qualifier places for Staysure PGA Trophy

Y

ou still have time to enter the first ever Staysure PGA Trophy – a new senior pro-am competition added to the PGA tournament calendar for 2018.

The competition carries a £30,000 prize fund and is contested by PGA Professionals and a male or female amateur partner aged over 50.

A number of regional qualifiers, played across Great Britain and Ireland, will determine the pairs taking part in the Grand Final from July 31 to August 1 at the London Golf Club near Sevenoaks, Kent.

The first Regional Final was held at Maxstroke Park, on the fringe of Birmingham, last month where Cornish duo Richard O’Hanlon and Terry Dyer, from St Kew Golf Club near Wadebridge were victorious.

O’Hanlon has already tasted success in a national PGA pro-am competition having

won the 2014 Lombard Trophy at Gleneagles alongside another amateur from St Kew, Rob Jones.

ON THE TROPHY TRAIL Elsewhere, Paul Bradshaw is back on the trophy trail in the Staysure PGA Trophy following his success in the 2017 ProCaptain Challenge.

Last November he triumphed in Morocco with retired GP Chris Hall and this time he is partnered with 18handicapper Chris Worthington.

Winners of the Staysure PGA Trophy Midlands qualifier at Maxstoke Park.

Richard O’Hanlon (right), his amateur partner Terry Dyer (far right).

Kings Hill Golf Club

ENTER NOW! Full details about the Staysure PGA Trophy and how to enter can be found at www.pga.info • Manchester Golf Club Regional Final – July 12 Closing date for entries – June 28 • Kings Hill Golf Club Regional Final – July 16 Closing date for entries – July 2 The Holme Hall duo won the South West Regional Qualifier at The Players Club last month to progress to the first Staysure PGA Trophy.

“It was a new competition this year so I thought it was a good idea to enter,” said Bradshaw.

“I like this kind of format. It worked okay for me at the Pro-Captain Challenge last year! I’m really comfortable with this kind of format.

“It’s great for the amateur to see how we play. They get a little taste of what it’s like so it’s a fantastic competition for them to enter.

“For the amateur there’s also the chance to play alongside one of the big-name Senior Professionals so that will be a great experience.”

Staysure is the largest travel insurance provider in the UK. It designs policies around customers’ specific needs, with an over 50s focus and specialises in pre-existing medical conditions.

Staysure has provided comprehensive cover to millions of customers since it was founded in 2004 by Ryan Howsam, Chairman.

The PGA Professional

| June 2018

For more information visit www.staysure .co.uk

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P G A

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Putting prostate cancer out of bounds The average age of male golfers in the UK is above 50, making them a key demographic for Prostate Cancer UK. Steven Carpenter finds out more about the disease and why The PGA has gone into partnership with the charity.

ABOUT PROSTATE CANCER Only men have a prostate gland. The prostate is usually the size and shape of a walnut and grows bigger as you get older.

It sits underneath the bladder and surrounds the urethra – the tube men urinate through. Its main job is to help make semen – the fluid that carries sperm.

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The most common problems are an enlarged prostate, prostatitis and prostate cancer.

While some men will experience urinary problems, or other symptoms, there are often no signs or symptoms for prostate cancer.

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Prostate Cancer UK targets men over 45 and their families, and goes where they go – the football club, the golf course, the pub, at work

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P

rostate Cancer UK is the largest men’s health organisation in the UK and exists to stop prostate cancer from being a killer.

The charity does this by investing in research to revolutionise the way the disease is diagnosed and treated.

It provides support services for men and their families affected by the disease. For example, a confidential helpline is available and staffed by specialist nurses, there is also an online chat service, as well as peer-topeer support, fact sheets and information booklets.

The current methods for diagnosing prostate cancer include a simple blood test (the prostate specific antigen or PSA test). It can, however, produce inaccurate

results. For example, many men with a raised PSA level don’t have prostate cancer.

And this can lead to biopsy and potentially life-changing surgery.

Prostate cancer kills 1 man every 45 minutes in the UK. The charity’s ability to change this statistic and change the game for men and their families depends on raising money to fund research to improve how prostate cancer is detected and treated. Ultimately, to stop more men dying of prostate cancer.

WHY GOLF? The demographic of the average golfer means unfortunately it exists in every club.

The charity targets men over 45 and their families, and goes where they go – the football club, the golf course, the pub, at work.

It’s a disease which affects men over 50, black men and men with a family history of prostate cancer disproportionately.

You can find out more by visiting: prostatecanceruk.org/golf

www.pga.info

P G A

F E A T U R E

PROSTATE CANCER – IT’S TIME TO TALK

Key facts • Over 47,000 men are diagnosed with prostate cancer every year in the UK – that’s 129 men every day • The average age for men to be diagnosed with prostate cancer is between 65 and 69 • You are two-anda-half times more likely to get prostate cancer if your father or brother has been diagnosed • Your risk of prostate cancer is high if your mother or sister has had breast cancer • Black men are more likely to get prostate cancer than other men. One in four back men will get prostate cancer in their lives

The PGA is joining forces with Prostate Cancer UK to reach golfers at risk of the disease and raise money to fund vital research to save men’s lives.

Prostate cancer is the third biggest cancer killer in the UK and the tie up between the charity and The PGA aims to ensure every PGA Member and their golf club members are aware of the disease which kills one man every 45 minutes in the UK. “That’s six men across the average round of golf,” said James Beeby, Director of Fundraising for Prostate Cancer UK. “Golf is a hugely important audience for us given the average age of men who play the game and sadly prostate cancer is not out of bounds for many of them.

“From tee to green and in the clubhouse afterwards, we want to tackle this issue head on and make sure more men take responsibility of their health – and play a part in saving lives as well.

“We know this is a disease that exists in every golf club and there is no doubt this exciting partnership with The PGA

will play a valuable role in encouraging grassroot golfers to know their risk of prostate cancer, and raise money to fund research.”

PGA Members will be asked to wear the charity’s iconic ‘Man of Men’ pin badge – representing everyone in the fight against prostate cancer – and sell the badge in their club shop.

The partnership furthers the charity’s reach in golf, after successfully working with the European Senior Tour. Former Ryder Cup stars Ian Woosnam, Ronan Rafferty, Sam Torrance and Barry Lane have also worn the charity’s ‘Man of Men’ badge to show their support.

Robert Maxfield, chief executive of The PGA, commented: “Although prostate cancer primarily affects middleaged or older men, The PGA’s aim is to get the message across to golfers of all ages and genders – male and female.

“As well as alerting those most likely to be affected by prostate cancer, we want wives, girlfriends, sons and daughters to be aware of it and encourage their loved ones to be vigilant.”

Your call to action Order your PGA Professional pack now: including Prostate Cancer UK’s “Man of Men” pin badges, a collection tin, pocket health information guides and posters to display at the club shop: Visit prostatecanceruk.org/PGA2018 or call 020 3310 7231

The PGA Professional

| June 2018

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P G A

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WHO’S THE MAN? A man-shaped pin-badge has graced the lapel of almost every football manager and Sky Sports pundit in recent years. The same ‘Man of Men’ logo has appeared in the squad number of every EFL player’s shirt and not only graces the touchline, but is worn proudly by presenters and pundits on the biggest football shows, including Jeff Stelling and the Soccer Saturday team. But just who is the man and what’s it all about?

The logo symbolisies men and women from all walks of life coming together in the UK to raise awareness of the disease and raise valuable funds to stop prostate cancer being a killer.

As part of Prostate Cancer UK’s new partnership with The PGA, a host of top names in golf have started wearing the badge in a bid to make it as synonymous with golf as it is with football.

SAM TORRANCE (OBE) Eight-time Ryder Cup player and 2002 Ryder Cup captain “I’ve been wearing the Prostate Cancer UK badge for a while, it’s a very good cause, something most people have to be aware of. It’s a great badge, a great shape. People see it and say ‘what’s that?’ then find out it’s Prostate Cancer UK, so it’s brilliant.”

PAUL BROADHURST Six-time European Tour winner and 2016 Senior Open champion “Everyone knows what the badge is all about now. A couple of years ago probably no one recognised the badge whatsoever.

But you see it on TV with different pundits during football matches; that’s where I noticed it the most really. The more people you make aware the better.”

RONAN RAFFERTY PGA Member and European Tour Order of Merit winner 1989 “I think we’ve got to wear the ‘Man of Men’ badge. We are all of the age where it suddenly becomes a problem. Men are very cautious about doing anything to help themselves. Sometimes you need to be dragged kicking and screaming to go and see the doctor, but if we can help save one person, it would be great.”

Ronan Rafferty

DAVID WILLIAMS Chair of the European Tour “I did look at the Prostate Cancer UK website and I read about a lot of people who weren’t as lucky as me. I’m very open about my experience because I’m staggered by how closed men are. We don’t talk! I had no symptoms before my diagnosis, and I was staggered by how many men would sidle up to me and ask about symptoms, and there aren’t always any! It’s important to know your risk. Prostate cancer is a killer, but it needn’t be.”

Paul Wesselingh

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PAUL WESSELINGH PGA Advanced Fellow Professional and three-time PGA Cup player “It’s obviously great to be associated with such a good charity and for me it’s close to my heart with my dad and brother having had it. That makes me high risk so I’m very aware of prostate cancer.”

www.pga.info

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Former footballer turned golf ace Redknapp joins the fight

J

amie Redknapp is well known for being a former Premier League footballer and a likeable TV personality, but what some people might not know about is his passion for golf and his support in raising awareness of prostate cancer within the sport.

Moments after signing autographs and posing for pictures with his adoring fans, Redknapp steps up to the third tee at Wentworth and strikes the ball straight down the fairway. It lands in almost exactly the same position as his playing partner Tyrell Hatton.

It was the composed drive of a man who looked at ease on the golf course as he took part in the annual Celebrity Pro-Am at the BMW PGA Championship alongside Hatton, his former Liverpool team mate Robbie Fowler and Great Britain hockey Olympic gold medallist Sam Quek.

“I used to love watching golf on the TV when I was younger but I became obsessed when I retired from football,” he told PGA Professional.

“I started playing golf as a kid. I used to play down at my local course in Bournemouth with my dad (former footballer and football club manager Harry Redknapp) when I was a youngster and it was great fun.

I have got some great memories of playing as a youngster and it was great fun playing with my dad.

“It’s a very difficult sport and I’m not the most consistent player, but I love playing.”

The former England midfielder has been a regular on the golf course since being forced to retire from football after picking up a serious injury at 31.

Asked if he has ever sought help from a PGA Professional to improve his game, Redknapp continued: “I’ve had too many lessons off a PGA Professional!

“It’s always great to get a few tips and look at ways to improve your game.

The PGA Professional

| June 2018

Jamie Redknapp

“Tyrell Hatton has given me a few great tips. He gave me one tip on how to play it out of the bunker and I played it straight into the water! It doesn’t always work.

“A lot of these great players aren’t aware of just how good they are but the best golfers don’t always make the best coaches.”

SUPPORTING THE TEAM As part of his association with Burton Menswear, Redknapp pledged his support to Prostate Cancer UK. Jamie is joining thousands of other supporters across the UK to help raise the £120 million needed to create better testing and treatments to halve prostate cancer deaths by 2026.

“I got asked if I wanted to be involved with Prostate Cancer UK and I was honoured,” Redknapp revealed. “I’m getting towards that age now where I’m 45 and I think that’s around the age when it affects most men.

“To hear that prostate cancer is now the third biggest cancer killer and that one man dies every 45 minutes from the disease is shocking.

“Men are different. I think sometimes we can be ashamed of going to the doctors when we don’t feel too good or if we’ve got problems but it’s obviously very important to encourage that.

“So, it’s an honour to be involved with Prostate Cancer UK and to support the fantastic March for Men events across the UK this summer. As well as raising funds, this is a great way to raise awareness of prostate cancer too, and start conversations about men’s health.”

Asked why golf in particular should get involved following the success of the badge in football, Redknapp added: “I think it’s great and very important that golf makes a difference and any way they can help is brilliant.

“Prostate Cancer UK’s work in sport has been brilliant and it’s great to have seen so many football managers, including my Dad, wearing their ‘Man of Men’ pin badge on touchlines up and down the country.

“I think we need to raise the profile of the Man of Men badge as much as possible to get people talking about these things, especially in golf.”

Get your special PGA pack today 1 man dies every 45 minutes in the UK. That’s the equivalent of three holes of golf. Help beat prostate cancer in your club.

Request your pack today. Visit prostatecanceruk.org/PGA2018

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What women really want!

In the past golf has been guilty of forgetting to include women in its conversations.

Understanding the female customer and meeting her needs is crucial to the success of any campaign designed to drive participation.

GETTING STARTED In this article we’ll be looking at ways to enhance the golf club environment, how to create a short and long-term pathway for women and the importance of involving the membership. The member led programmes that have successfully recruited and retained female golfers have been devised with the involvement of the golf club or facility and its members. Without the co-operation of The PGA Professional

| June 2018

stakeholders at every level, even the very best coaching programmes will not convert into long-term commitment to golf.

GETTING THE CLUB ON SIDE Most golf clubs are concerned that the female golf population is old and getting older, so getting the support and input of your facility and its members should be relatively easy. If it isn’t, then the case studies of members, such as Bev New, may prove to be really valuable in persuading them to support you.

Bev, who is a PGA Professional at Seascale Golf Club, has increased membership

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Without the co-operation of stakeholders at every level, even the very best coaching programmes will not convert into long-term

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T

he PGA has spent the last few months speaking to male and female PGA Members who have firsthand experience in developing this important market. In the coming months we’ll be sharing their experience and insight as part of the We Love Golf campaign. Their learnings will be available to members through the PGA’s website and will form the basis for the articles appearing in the magazine. Over the series of articles Members will be given insight into successful female golf programmes, shown how to develop their own methods of recruiting and how to create pathways to convert beginners into committed golfers.

commitment to golf

through her women’s beginners programme but their recruitment has also seen unanticipated benefits for the club as a whole.

Of the 19 women who came to her taster session last September, 8 are now full time members of the golf club. Although not all of the women took up membership, all 19 of them continue to add financially to the club and to Bev’s business as she explains, “At least half of the women who came to the taster event still come to my drop in sessions and all 19 of them are attending social events at the golf club, which has transformed the feel of the place. It really has been a transformative experience.”

MAKING A GOOD FIRST IMPRESSION It is important to look at your venue and your offer with completely fresh eyes. Golf is very accustomed to ‘the way things are’ so maybe get a friend or family member who does not use the facility to help identify any issues. Women report so many different reasons that stop them from trying golf, some of which will be blindingly obvious on reflection.

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Old fashioned rules and assumed knowledge are the invisible barriers that create an environment that can be incredibly daunting. Not knowing which door to go through or what the code is for the changing room can send anyone running in the wrong direction! Dress codes are one of the most contentious, but arguably easily addressed rules that can be relaxed in order to make a better first impression. No one wants to invest in new outfits just to discover they don’t enjoy hitting a small white ball. In the long term if they do get involved, women will want to buy the ‘right’ clothes so don’t put them off before they’ve started.

Another frequently cited hindrance is ambitions it is easy to build momentum either a lack of signage or too many negaand to create a stream of new female golfers. tive ones! Consider removing anything that Many PGA members start by offering tells you what ‘not to do’ and make sure it’s a free group taster session and the end of clear where to go. Women also like to know which the group is offered a beginners who they are meeting, so percoaching package. After the haps including a photo with an course of tuition finishes conemail confirmation or have one sider offering a short-term Try to steer added to the website. membership including coachaway from full ing. Whatever you chose make THE OFFER membership sure you decide in advance.

Getting your offer ready and Try to steer away from full right for your facility is obvi- being the only membership being the only ously important, but without measure of success. In fact, measure of the support of your facility and encourage the club to consider success. its Members, any efforts you different types of transitional put into creating a beginners memberships just as The Kendprogramme for women will be leshire does. PGA Member fruitless. Working with the golf club you Emma Brown who works there explains, need to create a clear pathway from day “We’re really lucky to have a 9 Hole memone to year one. With short and long term bership at The Kendleshire which is the

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Bev New’s club encourages a buddy system, making beginners feel welcome

perfect pathway for ladies who have gone through the group taster and beginner sessions. 40 of the ladies who attended our first taster sessions a year ago have become 9 Hole members and 5 or 6 have become full time members.”

Offering a deal at the beginning certainly seems to pay dividends in the long-term for PGA Members including Kat Chaszczewski who has coached hundreds of female beginners through Cranfield Golf Academy. She explains, “It’s funny because women love a bargain, so they love the deal that they get with group lessons, but they will also stay with their friends after a lesson and spend money in the bar. They also love to go on golf holidays which I organise, so they add value to my business in many ways.”

Joe Vickery, PGA Professional at Parc Golf Club, went one step further by offering ladies signing up to his 6 week course

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TAKING SIMPLE STEPS • Get the offer right: Involve your members, engage the Club and think both long and short term • Make a good first impression: Remove the visible and invisible barriers • Involve the current members: Buddy schemes increase conversion to membership Emma Brown: different types of transitional memberships can give a pathway to full membership

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• Encourage women through the door: Golf environments are intimidating, so offer help all the way

www.pga.info

Kat Chaszczewski: women love the value they get with a deal on group lessons

FAQs Put yourself in the shoes of a first timer with no experience of a golf club.

Ask yourself: • Where am I going?

• Who am I meeting?

• What do I need?

• What should I wear?

a free 7 iron, which he paid for himself.

This initial investment has paid off as Joe explains, “Eight weeks later 26 of them are in full time coaching and most of them are buying full sets of clubs from our Pro Shop.

“We have another 10 women on a waiting list for the next taster session. It’s been a fantastic experience for everyone and the club has been incredibly supportive.”

EXISTING MEMBERS The pathway from beginner to golf cub member is a tricky one to negotiate on your own. The existing lady members can help make that transition more successful. Some ladies’ sections are very content with the status quo, but there will always be a maverick that you can get on side who will see the benefit of having more likeminded people around.

Bev’s lady members took her beginners onto the course during their first ever lesson, before sharing a glass of Prosecco back at the clubhouse. The members continued to support her with a buddy system whereby the current members would join beginners after every roll up coaching session. Prosecco The PGA Professional

| June 2018

was also a big success for PGA Member Joe Vickery who worked with his Lady Captain to develop the offer, which she presented at the end of their free taster session.

The ladies’ sections will often take the women on their next steps to becoming a golfer by sharing their own experiences, organising a regular roll up and teaching the finer points of the game. If you can make beginners feel welcome from day one then they will be more likely to keep coming back.

NURTURE AND SUPPORT The success of the programmes we have looked at has depended on the PGA member being available to the group. Even when women have made contact and shown an interest in coming to a session they can quickly get cold feet as Emma explains, “Women beginners are quite fragile. They may run businesses and be extremely confident in day to day life, but when it comes to golf they can be really insecure. When I run taster sessions I get emails up to the very A SUCCESSFUL PATHWAY Members’ pathways have some common elements: • A free, or reduced rate Taster Session • A group coaching deal • A buddy system • A transitional membership offer • A Year 1 membership offer

Reflecting on the #WeLoveGolf launch The launch of We Love Golf has been embraced across the industry. The engagement on social media has been incredible with more interaction with this campaign than any other to date.

Some members have already started to share content using the #WeLoveGolf which is fantastic.

It’s important that we continue to build momentum around this campaign. Please feel free to share photos and videos of you and the women you coach enjoying the game on your own channels tagging in @ThePGA using #WeLoveGolf Also remember to like and follow the Facebook page WeLoveGolfPGA and encourage your female golfers to take part as well. We want to build a community of people with a shared passion; this is your chance to shape the future of golf #WeLoveGolf

last minute from women who are worrying about embarrassing themselves.“ This sentiment is echoed by Bev who realised early on that having close contact through the early stages makes a big difference, “It is really important to help and guide women through the early stages.

However welcoming a golf club may feel to you, it is still in intimidating place for women to be.”

Even if running a complete female beginner’s programme isn’t necessarily the right thing for your facility at this time, making small changes and having a planned pathway in place will make all the difference as Kat Chaszczewski concludes, “Have a plan and pathway in place in case you get a call from a woman wanting to learn to play golf.

So many places aren’t prepared for that call.”

To find out more about the programmes and methods that these and other PGA members have been using across Great Britain and Ireland visit: http://www.pga.info/growing-the-game/ welovegolf.aspx 25

T R A D E

Foremost EMP upgrade proves popular addition FOREMOST HAS seen an overwhelming interest in its upgraded Elite Marketing Programme (EMP) video monitor solution with more than 200 members installing the highresolution interfaces in their pro shops.

The initiative has proved popular with Foremost’s members ever since its initial introduction but the improved solution has seen a surge in uptake. The unique system provides an extension of the existing retail marketing offered to EMP members by displaying bespoke content on monitors in individual shops.

Total automation means the member professional does not have to worry about uploading content from the web or downloading from a USB stick.

The Foremost EMP solution is hassle free, and the minicomputer, provided free of charge, downloads the appropriate videos and animations via a pro shop’s Wi-Fi. Strategically positioned to catch the eye of golfers, the monitors facilitate the integration of the digital marketing from the EMP newsletter, website, and special mails, with physical, in-store marketing. A non-stop carousel of product videos, supplied by the group’s EMP Premium partner suppliers, provides engaging content, with the ultimate objective of prompting consumers to interact with shop staff for shop and retail services.

The fully automated system, a concept unique to Foremost, uses a mini computer HDMI PC stick and is managed remotely by the group’s support team at their headquarters. This ensures up-to-date content relevant to the products in that store is always displayed. While the automation means videos download on the exact day of a product launch, or the start of a specific retail campaign, the system also serves as an effective tool for promoting in-store offers run by that individual professional.

With the pro only needing to supply a monitor, everything else is provided for them free of charge as part of their EMP Premium membership.

Personalised retail content specific to the individual member is provided by Foremost’s EMP team, with the information and graphics co-ordinated with the rest of the EMP digital marketing.

If you are interested in joining Foremost, please contact Leanne Spence on +44 (0) 1753 218 891 or email leanne@foremostgolf.com 26

N E W S

Euro wins and sunshine fuel demand for Galvin Green polos

GALVIN GREEN has seen a surge in orders for its high-end polo shirts on the back of rising temperatures and recent European Tour wins for two brand ambassadors.

Shirt sales from the premium VENTIL8™ PLUS Cool Layer range worn by South African Open champion Chris Paisley and China Open champion Alexander Björk to win maiden Tour titles since January, have risen by 22 per cent on the same period last year. The latest collection includes seven different styles and up to eight colourway options in sizes ranging from S-3XL. Demand for both the MARLON (black with four colour trim options) and MAYER (six striped versions featuring up to four colourways) styles in particular has increased since sunshine arrived in the UK. These styles offer an extremely high level of breathability, exceptional moisture wicking properties and UPF 20+ protection. They are made from an exclusive blend of 97 per cent polyester wicking fibre and three per cent elastane that Galvin Green has found to be the perfect mix for maximum performance and comfort, without the need to iron.

RRP £85. www.galvingreen.com www.pga.info

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T R A D E

N E W S

Titleist’s latest ball passes consumer test THE LATEST high performance golf ball from Titleist, the AVX, offers both distance and exceptionally soft feel through proprietary core, cover and aerodynamic technologies.

The launch follows a comprehensive test market conducted in Arizona, California and Florida from October 2017 to January 2018 which resulted in the resounding validation of AVX, particularly among golfers who prioritise distance and extremely soft feel.

The Titleist AVX will be available in golf shops across the UK and Ireland from July 2 and its manufacture at Titleist Ball Plant 3 in New Bedford, Massachusetts, the source of the market-leading Pro V1 and Pro V1x models, has been accelerated in order to meet demand.

“Golfers have spoken loud and clear about the performance of AVX,” said Michael Mahoney, vice president, Titleist Golf Ball Marketing.

“While our R&D team is constantly exploring new golf ball technologies, only a limited number of prototypes ever make it

past the initial machine and player testing phases.

“AVX stood out from the beginning. Ultimately, it was important to let golfers decide whether this golf ball had a place in our line and the results of our test market were emphatic.

“Many golfers were waiting for a product like AVX – our lowest flying, lowest spinning and softest feeling high performance golf ball – to help them play their best.

“During the test market, we heard from a lot of golfers playing competitive models who realised they had been giving up performance in order to play a softer feeling golf ball.

“With AVX, not only were they getting the feel that they love, they were also getting longer distance with great performance in the short game – and they were playing better. That’s the reason so many golfers are talking about this golf ball.”

The AVX is offered in both white and high-optic yellow.

SRP: £52 per dozen www.titleist.co.uk

AVX technology and performance features: • A proprietary multi-component construction that delivers remarkable distance and penetrating flight, very low long game and iron spin, exceptionally soft feel and premium scoring control through the following new technologies • An innovative high speed, low compression core technology that results in a powerful engine to drive remarkable distance with exceptionally soft feel • The invention of a new high flex casing layer enhances speed and controls spin to promote even greater distance • A proprietary GRN41 thermoset cast urethane

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elastomer cover that has been specifically formulated by Titleist Golf Ball R&D to deliver premium scoring control with exceptionally soft feel and long lasting durability.

• A unique catenary aerodynamic design that delivers a piercing, low trajectory while providing a consistent ball flight on all shots.

• AVX is made by Titleist associates in the company’s state-of-the-art Ball Plant 3 manufacturing facility to the highest performance and quality specifications in the industry, ensuring the most consistent performance ball to ball, and dozen to dozen

www.pga.info

T R A D E

N E W S

Stewart trolleys on the move STEWART GOLF’S new £1m Gloucester factory has been opened officially by the town’s MP, Richard Graham, following the company’s relocation from nearby Stroud.

Speaking at the opening ceremony, the MP said: “This is a very happy day for Stewart Golf, Gloucester, for things that are hand-built in Great Britain and for

the export business this country is going to rely on in the future.

“We are never going to win in the world by mass manufacturing and trying to sell cheap goods for everybody.

“It’s got to be special, hand-built, something that’s unusual, that’s high tech and innovative and that’s going to appeal to people who have the money to pay for high quality goods. That’s exactly what Stewart Golf has done.”

Stewart Golf CEO Mark Stewart added: “We’re delighted to welcome Richard to our new home.

We’ve only been operating from the new site for a short time but it’s already made a huge difference to the business and our operating efficiency.

“Our customers are seeing the benefits through dramatically shorter lead times; we’ve gone from weeks to hours in our time to prepare an order for shipping whilst still building all of our trolleys by hand.”

Stewart Golf CEO Mark Stewart and Richard Graham MP open the company’s new Gloucestershire offices

VIP private jet travel awaits two pros in Lynx iron promotion LYNX GOLF has expanded its competition to win private jet travel and a place in the Ronald McDonald House Charities Leisure Classic tournament – with two spots up for grabs by all Professionals who stock the authentic British golf brand’s clubs.

Launched last year with one lucky winner, now two Professionals have the chance to snap up the trip-of-a-lifetime to Portugal’s famous Algarve golf region in the unique retail competition.

Anyone selling any three sets of the British company’s irons is eligible for a place in a prize draw, which carries the amazing first prizes of NetJets private travel to the RMHC Leisure Classic in September and a place in the star-studded event.

Said Murray Tonry, Lynx UK & European Sales Manager: “We’ve opened the competition up so absolutely any Lynx stockist is eligible as it gives us a chance to reward all the Pros who are getting behind The PGA Professional

| June 2018

our brand in increasing numbers.

“We had some amazing feedback from the winner who went on the trip last year and he felt it was so good that more pros should be given a chance – so we took that on board.

It’s something our winners will never forget.”

Every three sets of clubs ordered by an account before the closing date qualifies for one entry into the draw.

This offer runs from 1st May 2018 to 19th August 2018 and is open to Lynx Stockists as of the 1st April 2018, or those who become Lynx Stockists between 1st April 2018 and 19th August 2018. It applies to the following Lynx irons: (Men’s) Prowler, #BB, Boom, Black Cat, Parallax, Predator; (Ladies) Boom, Tigress, Crystal.

There is a host of other runners-up prizes, including 6 free Prowler bags, a free set of Lynx irons with club fitting experience at Lynx HQ, free full junior set and a custom fit driver plus a free “Larry The Lynx” Headcover.

The RMC House Charities Leisure Classic takes place on the 9th to the 12th of September at Vila Sol Resort, Portugal. The draw to announce the winners takes place week beginning August 20th.

For more information visit www.lynxgolf.co.uk/ or follow @LynxGolfUK on twitter.

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T R A D E

N E W S

Titleist bag stands and delivers THE NEW Titleist Players 4Up StaDry Stand Bag, which is available in golf shops worldwide, has been thoughtfully designed with special focus on the performance requirements of the dedicated golfer.

Featuring new lightweight designs with advanced stand and strap systems, the bag combines proprietary engineering with premium materials to deliver the Titleist brand promise of innovation, performance and quality.

With a premium on comfort and all-year-round playability, it is fully equipped to endure any playing condition. The durable StaDry construction and seam-sealed zippers ensure complete waterproof guarantee, while its ultra-lightweight design and premium cushioning foam straps allow golfers to easily take on any number of holes, no matter the conditions.

Designed in-house by the Titleist Golf Gear Team and manufactured using proprietary components for ultimate durability, every bag in the new Players Collection incorporates features and design elements that have been validated by insights from dedicated golfers of all levels.

Other models in the range include: the Players 4 Stand Bag and the Players 14 Stand Bag. The Players 4Up StaDry is available in two colours: black/ white/red and navy. SRP £230. The Players 4 Stand Bag is available in five colours: black/white/red; black; navy/yellow/ white; silver/navy/white and charcoal/black/melon. SRP £165. The Players 14 Stand Bag is available in two colours: black/white/red and sleet/black/red. SRP £230. www.titleist.co.uk/golf-gear/bags

The PGA Professional

| June 2018

GolfBuddy’s space-saver GOLFBUDDY IS driving sales of its latest GPS and Laser DMD’s by introducing a free space-saving counter top display for its customers in Great Britain.

Free of charge with an order of just four units, the stylish display is compatible with all GolfBuddy’s latest products, including the WT6 and WTX GPS watches, LR7 laser range finder, Voice X micro GPS and the soon to be released VTX handheld unit.

GolfBuddy products are distributed in Great Britain

by Golftech and Ian Waddicar, the company’s managing director, explained: “Great looking point of sale (POS) that displays products in a compact, well presented area can be the difference between making a sale in store and a golfer going off and finding a product online.

“GPS and laser units are not the easiest to display well so we’ve designed this fantastic looking unit that sits on a counter or similar flat surface.

“It gets in the customer’s eye line and encourages them to take a look and better understand the product.

It really does act as an extra salesperson.”

The counter display units are available with immediate effect.

Email office@golftech.eu for further details.

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A D V E R T O R I A L

Fuel your game with 100% plant protein The Primal Pantry are a snack food brand on a mission. To encourage people to make better food choices by providing delicious, great tasting snacks, made from just a handful of wholefood ingredients!

A

s part of an exciting three-year partnership as Official Supplier to the PGA, The Primal Pantry are supporting regional tournaments and fuelling both professional and amateur golfers across the country by providing free samples to PGA Members at their local regional events.

The newest addition to The Primal Pantry’s range are high-protein bars fortified with hemp; a plant protein which helps to build and repair muscle after strenuous exercise. The bars are a powerful addition for any golfer who is looking to improve their muscle strength (and therefore golf stroke) with a healthy form of protein. Suzie Walker, nutritionist and founder of the brand comments: “Hemp protein brings you the same nutritional profile as whey but requires minimal processing. It contains the same twenty amino-acids that are found in a chicken breast, consequently it’s one of the only plant proteins to be classed as a ‘complete’ protein.”

With 15g of protein per bar, The Primal Pantry bars are perfect for golfers that are looking to add protein to their diet. The new range comes in 4 flavours: Cocoa Brownie, Cocoa Orange, Mixed Berry and Double Espresso, the latter containing 146mg of caffeine derived from natural coffee beans.

Here are a few tips on how best to fuel your game of golf from us here at the Primal Den: Bring snacks to eat during your round of golf.

Healthy choices will enhance your performance; this is because processed foods or sugar-based foods tend to cause blood sugar levels to spike quickly and then drop rapidly, causing fatigue.

Protein based snacks will help you stay energized and prevent your body from tiring quickly.

1 Snack whenever you feel a lack of focus or drop in energy levels and be sure to eat your pre-round meal one and a half, to two hours before you tee off.

2 Never skip meals; you need a slow and steady release of energy to maintain concentration and get through difficult or long hours of play.

3 Consume high-antioxidant superfoods and supplements. These items contain a wide variety of antioxidants that protect every cell in the body and promote excellent health, vitality, recovery and longevity. Look out for our new Primal Pantry Acai Berry and Superseeds bar for a superfood boost!

4 Stay hydrated. Drink around 100ml of water per hole played. Loss of water can impair physiology and performance, so it is important to keep up regular water intake!

Fuel the game with 100% natural ingredients – Look out for The Primal Pantry range in Golf-Pro shops across the UK and Ireland! Or visit our website, www.primalpantry.com/pga where exclusive prices and deals are available to PGA members.

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www.pga.info

T R A D E

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Club Car – c’est magique!

CLUB CAR, a PGA Partner and Official Supplier of The European Tour, has added a little Ryder Cup magic to Open Golf Club venues throughout France, the host country for this year’s match.

As the countdown to the 42nd biennial event continues, the Official Supplier of The Ryder Cup has delivered a European and United States team car, each adorned in the famous blue and red liveries, to five Open Golf Club venues, including Golf de la Grande Bastide and Golf Opio Valbonne.

Laurent Boissonnas, chief executive at Open Golf Club, a leading international golf management group with 55 golf clubs across Europe in its portfolio, said: “The Ryder Cup coming to Paris in September will put the global golf spotlight on France and its rich array of courses.

“So we wanted to create a tangible link between the event and the thousands of golfers who visit our venues each year.

“Having the team cars at five of our venues in France adds a little Ryder Cup magic and provides an ideal opportunity for visiting golfers to interact with the iconic vehicles and enjoy their very own Ryder Cup experience.”

With less than five months to go until the 2018 Ryder Cup, Club Car, which celebrates its 60th anniversary this year, is finalising the logistical operation of supplying a 500-strong fleet of vehicles to Le Golf National, Paris, to be used by the teams, rules officials, television production teams and staging staff during the match.

The PGA Professional

| June 2018

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

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

UK and Overseas Enquiries: Tel +44 (0)1730 829608 Email: sales@huxleygolf.co.uk www.huxleygolf.com

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T R A D E

N E W S

Motocaddy models are well-connected

Motocaddy’s Smart Cart models can now be easily upgraded at no extra cost

OWNERS OF Motocaddy’s S5 CONNECT electric trolley or its CUBE CONNECT push cart can now benefit from exciting new features introduced automatically to the brand’s ‘Smart Cart’ models through its free GPS app.

Thanks to an integrated OTA (Over-the-Air) update system, the trolleys can be seamlessly upgraded with a range of new features and enhancements, including shot distance measurements and the ability to pause and reset the round timer - both controllable directly from the trolley handle.

“Our user-friendly OTA updates take less than a minute to complete and are conducted without the need for the trolley to be plugged into a computer or any other device,” said Motocaddy marketing manager, Oliver Churcher.

“Improving the functionality of our CONNECT trolleys through instant updates really benefits our growing number of switched-on customers by giving them brand new features at no extra cost or effort.”

The latest OTA update adds to the list of already impressive features available on the CONNECT trolleys when synced to the free Motocaddy GPS app via a Bluetooth® smartphone connection.

Features include distance data for more than 40,000 courses worldwide, allowing the trolley’s digital display to be used in place of a conventional GPS, offering golfers front, middle and back distances to the green (in yards or metres) along with the 34

hole number, par of the hole and clock.

CONNECT enabled models can also receive notifications alerting golfers of a missed call, text, email or range of app alerts, including WhatsApp and Facebook.

Notifications can be pre-set within the Motocaddy app settings, giving the golfer complete control over which are received.

The mobile phone can remain connected even when securely placed in the pocket of a golf bag.

The brand’s free mobile phone app has been downloaded by more than 50,000 golfers since its launch last year and includes several easy-to-use modes. It can also be used independent of the trolley, as a fully-featured mobile GPS device for complete portability.

Another feature soon to be added could help to save lives.

Motocaddy’s research has identified a growing number of golf clubs in the UK and Ireland have made a defibrillator available for their members and visitors to use in the event of a sudden cardiac arrest.

The update will include the nearest defibrillator location and phone number for speedy access to the unit, plus a number of life-saving CPR tips for playing partners.

To find out more about Motocaddy’s National Defibrillator Register – including details on how to sign-up, please visit www. motocaddy.com/defibrillator. www.motocaddy.com. www.pga.info

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R E T A I L

W A T C H

IN THE PRO SHOP WITH COLIN SINCLAIR

Open Championship Special With the recent opening of his Indoor Golf Performance Centre, a brand-new clubhouse, newly-sited pro shop, a staff team of 35, and the 147th Open Championship at his club this summer, it is fair to say that Carnoustie Golf Links’, Colin Sinclair, has quite a bit on his plate.

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his month, we caught up with Colin for a behind-the-scenes snapshot of life at Carnoustie during The Open, and to garner some of the secrets behind running one of the UK’s most successful pro shops.

PGA Head Professional Colin SInclair

What are the major factors for you, strategically?

We check-in around 70,000 rounds of golf across our 3 courses each year, so we world and our aim is to match that expeneed exceptional systems in place, to ensure rience off the course. If a visitor comes we offer the best experience possible for to Carnoustie, they will have been to St everyone.

Andrews as well, so we As well as our 2,500 are always trying to be members, we have different. around 18,000 guests We see Carnoustie each year who come to as a ‘destination’ What do you do play our Championship differently now? club, and our course. The 70% of visWhen I first came to primary aim is to Carnoustie, footfall was itors, who come from North America, are good but limited, largely give everyone a looking for the same hosbecause golfers didn’t great experience pitality they enjoyed at check-in. from the minute clubs like Augusta and If you want footfall Pebble Beach. We have to go up, you need to they arrive to see Carnoustie as a engage with people, ‘destination’ course, and whether they’re members our primary role is to give or guests. We do things everyone a great experience from the minvery differently now. The new pro shop is ute they arrive. positioned so everyone has to go through it We have one of the best courses in the in order to get to the course, and all golfers

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Photos: www.foremostgolfphotography.com

Starting out, could you have imagined overseeing your third Open Championship at Carnoustie?

Not at all. It’s a blessing and a privilege to have The Open here. It’s our moment in the sun, we need to be up for it and it’s my job to make sure we are.

are checked-in by the Pros.

We have a meet and greet team, locker attendants and concierge service. There’s also a tagging system to identify slow players who might be causing delays further on in the course.

As a team, our role is about hospitality: whether you’re serving a golfer in the shop or in the bar, or welcoming that person to the course, everything we do is focussed around the customer experience.

What’s your best advice for a successful pro shop?

Retail-wise, I learnt everything from my first boss, Gordon Kinnoch, at Blairgowrie Golf Club. Gordon bought for space and I still stand by that. You have to buy the right amount of stock for the space available. Whether it’s in the bays, on the tables or on the hanging rails, you can only get so much on. www.pga.info

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W A T C H

We have a £350K stock holding, so we do small, regular stocktakes, rather than one big one. We buy for March to September and ensure all the product arrives in time for the first visitor on 1st April. We maintain stock levels to a point until September, and then let them drop down to a stock holding of £150K. It looks like there’s a lot of stock in our shop, but there isn’t really. We’ll buy a line and select particular sizes. I see quite a few The new indoor Pros buying too many ranges. A smaller facilities mean the club is appealing range with a few sizes will be more manto a wider audience. ageable and keep profits healthy. We have a stock turn of 10, which we achieve by In the lead-up to the 2007 Open regular spot checks and placing frequent, Championship, Saturday mornings were smaller orders. heaving with walk-ins and, although, profAnother good tip is to put the onus on its doubled that year, your vendors. We book I ran out of stock. I’m drops in March, May more confident about and July, but if we run It looks like there’s buying for this event out, we’ll want to bring a lot of stock in our now though. them forward. We also During the week of send sales reports from shop, but there isn’t the Championship, we our epos system to our really. We’ll buy a line shut the pro shop but indoor facilities, including 7 state of the art vendors, so they can and select particular the online business simulators It’s a cool place to hang out, and see when we might be sizes. I see quite a kicks in, for sales from the introduction of indoor options, such as falling shy of certain customers who might events and courses aimed at women, girls, items. And we also ask few Pros buying too be watching it on the seniors and wheelchair users, means we are them to hold stock for many ranges.

TV. I always use an now engaging with a whole new audience. us, which they do. external company to Everything’s about golf but the rule is, we It’s crucial to know run the online busiwant you to have fun. who your customers ness, so we don’t need to hold any of the At just £10 to rent a bay, our indoor are. 93% of what we sell is to visitors, which stock, buy it in or do repeated trips to the facilities aren’t expensive. It’s all about obviously dictates what categories, products post office. engagement and enhances the experience and sizes we buy, but also pricing and posiof coming to Carnoustie. As PGA Pros, we tioning of merchandise in the store.

How is the business evolving for have a responsibility to grow the game and It helps to remember that value isn’t all modern times? help it to be accessible to as many people about price. Again, it’s about the whole Golf is changing and it’s important not to as possible. experience. sit still. We’ve made some big changes here There’ll never be a year that we sit still. over the last couple of years. As well as a new After the Open, we’ll pat ourselves on the What are the extra challenges golf facility, called Links House, we have a back for 5 minutes but I’m always thinking for the pro shop with The Open new performance centre with fantastic we can do better. this year?

When it comes to planning around The Open, the biggest challenge is walk-ins.

Head PGA Pro at Carnoustie Links, Colin Sinclair, has used Crossover’s XPOS system in the We can budget for 18,000 visitors spending pro shop for 5 years. He says, “I don’t know what I’d do without XPOS. It has very much changed the way we do things. The management reporting is key for me. around £55 each, but we can’t budget for XPOS tells me what I need to know in a second. It’s also simple to use and walk-ins, who are generally after memennew staff members pick it up quickly. It’s outstanding, and I haven’t found an epos system that can do half of what XPOS does”. toes of the Championship such as shirts, For more information about XPOS: www.crossovertec.co.uk 01454 418395 hats and ball-markers.

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The PGA Professional

| June 2018

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E Q U I P M E N T

Putter fitting revolution PutterFit is set to revolutionise the time-consuming process of putter-fitting and make it an economic proposition for PGA Professionals, writes Adrian Milledge.

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results have more than a degree of veracity.

In my case, equipping me with the most suitable putter took no more than 15 minutes. The exercise involved placing a ball on the device and making a minimum of just five strokes per putter.

The information, which is fed via Bluetooth to a tablet, laptop or PC, is sufficient for the retailer to guide the golfer towards a style and length of putter best suited to their own putting stroke.

“The process is based on three key measurements,” explained Kearney who advises HoleMorePutts™ on the technical aspects of putting.

“One is the face angle – is the face open or closed at impact? The second is strike – where on the face the ball leaves the putter.

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The retailer can preload the PutterFit with the database of the putters he or she has in stock

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he benefits of club-fitting for the golfer and professional are welldocumented. For the former, a set of fitted clubs will, hopefully, result in improved scores.

If so, as well having a happy customer, the PGA Pro generates income from the sale. In the case of a set of clubs or top of the range driver this can be a nice little earner.

Custom-fitting putters, by contrast, is a different issue. That’s because the process involves just one club and can be time-devouring, not least because there are more than 1,000 putters available. All of which makes it an uneconomic proposition.

Thanks to a revolutionary new product from the makers of HoleMorePutts™ that is no longer the case. Aptly-named PutterFit, the device is a natural progression from the Irish-based company’s initial putting training aid, HoleMorePutts™.

Designed specifically for the golf retailer, PutterFit is the new high-tech way for them to increase putter sales and help customers select the putter most suited to their putting stroke. Moreover, it does so quickly.

“Initial tests have indicated the time taken to get the right match is considerably reduced due the speed at which the PutterFit unit feeds back information to the retailer,” said Robert Slade-Baker, HoleMorePutts™ product and marketing director.

“The whole idea around PutterFit was to do something that was quick because, from a financial standpoint, a pro can’t spend as much time with a customer as they would with drivers and irons – the margins are simply not there. So they need something that is quick, easy and effective.”

Having put the device to the test under the expert eyes of David Kearney, an Advanced PGA Professional and swing tutor, at Carton House near Dublin, the test

The third is club face rotation – the amount of face rotation on the path.

“What we’re trying to do is to get the golfer to start the ball on line. Starting the ball online is the first thing. That’s a 10 minute conversation in the pro shop that ensures the golfer is at least 80 per cent likely to start the ball on line. We’re not teaching anything – by default the implement the golfer is using gives a really good chance of starting the ball on line.”

Fifteen putts and three varieties of putters later, the verdict was that a shorter

(34 inches) centre-shafted mallet-style putter would suit me best.

Had my experience been with a view to buying a new putter, would the pro have had something suitable in stock because, with 1,200 models in the PutterFit database, the choice is vast.

But, as well as determining which putter is most suitable for the customer, this is where the device scores.

“The retailer can preload the PutterFit with the database of the putters he or she has in stock,” explained Slade-Baker.

“The machine will only make a recommendation of what is in the shop. It won’t recommend something the pro doesn’t have. The pro has control. So the sales message to the customer is: ‘I’m finding you the most suitable putter I have.’

“We’ve seen time and again golfers using the wrong style of putter, wrong length or perhaps the wrong sized grip but just a few minutes spent going through the process with PutterFit can completely change a golfer’s approach to getting the right putter.

“What’s more, the retailer makes a sale, all in a fraction of the time it used to take because the stats fed back by PutterFit provides the consumer with confidence, in the same way that traditional launch monitors do when fitting for woods and irons.” www.holemoreputts.com

www.pga.info

E Q U I P M E N T A SELECTION OF SOME OF THE LEADING PUTTER BRANDS

Cleveland Golf

Cure Cure Putters are now available in the UK and James Drinkall, a PGA Professional and the brand’s distributor, is confident they will do as well here as in the USA. Cure Putters are suitable for most golfers and, due to their very forgiving properties, high and low handicappers see an improvement in their putting performance very quickly.

The two models – Tour X and RX Series – have an extremely high moment of inertia (MOI) which results in resistance to twisting and a much better putting record and is seen as the brand’s strength.

Tour X1, X2 and X3 were designed following feedback from Tour players and feature a slightly smaller head with a sleeker, lower profile, multimetal design.

The Tour X Series utilises a lightweight aluminium head, heavy tungsten weights in the heel and toe and removeable steel weights for adjustability. This creates optimal weight distribution for extremely high MOI. The stability delivered by the Tour X Series helps square the putter at impact and offers significant forgiveness for a tighter putt dispersion.

The RX3, RX4 and RX5 Series Putters also have a high MOI and feature more than 200+ grams of weight adjustability, an adjustable lie angle and interchangeable shafts for an instant custom fit.

“The putters perform exceptionally well and offer confidence inspiring aesthetics,” said Drinkall.

“We are looking to introduce the brand into pro shops nationwide with no minimum order requirements to allow more of the golfing community to experience what Cure Putters can do for their game.” www.cureputters.co.uk

The brand’s latest TFi 2135 Satin putter models feature new alignment and speed control technologies.

The range also features a new Tour satin colour scheme, high-contrast alignment lines and a customised milling pattern on each of the six head shapes.

Speed Optimised Milling on the TFi 2135 Satin putters adjusts energy transference so that every putt rolls to the same distance regardless of where it is struck on the face.

Because the moment of inertia (MOI) varies across models, the amount of ball speed correction has been individually customised to each of the five shapes, ensuring each one employs the precise level of speed correction required for consistent distance control.

“Traditional putters come up short when you hit the ball even just a bit towards the heel or toe,” said Jeff Brunski, Cleveland Golf director of research and development.

“We lowered ball speed on centre strikes and added ball speed on off-centre strikes to produce uniform distance no matter where you strike the ball.

“The exact magnitude of these changes varies slightly based on the shape and weighting of the putter model.

“So we’ve actually produced a different face for every model within the family to make sure each one provides perfect distance control.” www.clevelandgolf.co.uk

Evnroll Striking variations to highly coveted models and an all-new ER9 10K moment of inertia (MOI) mallet extend Guerin Rife’s revolutionary Evnroll putter line for 2018.

The new models are a classic plumber-neck hosel design ER1.2 Tour Blade; a centre-shafted version of the award winning ER2 called the ER2cs; an upgraded ER3 WingBlade with a new refined shape; a centre-shafted version of the award-winning ER7 called the ER7cs; and an extremely stable 10,000 MOI full mallet with dual adjustable heel-toe weights called the ER9 -10K Extreme available in two hosel configurations.

A unique and precise face milling is featured on each of the Evnroll putters, which imparts progressively more energy transfer on off-centre hits to roll the ball a consistent distance.

The unique milling pattern also works to gently re-direct the ball back to centre. This revolutionary new technology has been met with much critical acclaim and a host of awards since its launch. www.evnroll.com

The PGA Professional

| June 2018

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E Q U I P M E N T A SELECTION OF SOME OF THE LEADING PUTTER BRANDS

PING

Bettinardi BB Series

PING’s new Vault 2.0 family of putters blends premium finishes, machined craftsmanship and luxury components, all of which contribute to providing refined, Tour-calibre feel and performance.

Six models, available in eye-catching Stealth, Copper and Platinum finishes, have been engineered for those seeking a putter created to exacting standards and precision-milled to the tightest tolerances.

Precision-milled True Roll Face Technology throughout the range ensures full-face forgiveness by speeding up off-centre impacts to improve consistency and ultimately lead to fewer three-putts.

The proprietary pattern, which varies in depth and pitch across the face, is individually milled to provide a soft touch for Tour-calibre feel.

Custom heel-and-toe weighting using steel, tungsten and aluminium weights delivers a broad array of fitting options across the Vault 2.0 family, helping match both length and balance preferences.

The range also sees the introduction of three eye-catching new PING Pistol putter grips. www.ping.com

Scotty Cameron

www.scottycameron.com

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The new BB Series, which has been part of the Bettinardi line-up since its creation in 1999, features a striking new look and innovative technology that encompasses the brand’s drive for perfection on every model.

Team Bettinardi player Francesco Molinari recently displayed a putting masterclass using an exclusive model from the series the BBZero Tour putter to win the 2018 BMW PGA Championship.

Finished in a durable ‘stealth’ matte black colourway, the BB models feature the distinctive Bettinardi branding in eye-catching electric yellow, with the same colour used in the exclusive deep-etched Lamkin corded grip.

The new Super-Fly Mill Face milling featured on all BB models offers a responsive feel at impact for players looking for consistent speed and feel.

Four unique putters make up the stunning BB Series: the BB1 blade; BB29 offset; BB39 half-moon mallet; and the BB59 mallet. All putters from the series come at an RRP of £289. www.bettinardi.com

Wilson Staff

The Infinite Putters feature exclusive Counterbalance Technology, combining a heavier head and grip weights that moved the balance point closer to the hands for a smoother and more controlled putting stroke.

The putters – three blade and three mallet – are all named after landmarks and neighbourhoods in the brand’s home city of Chicago – Windy City, Lake Shore, Michigan Ave, Grant Park, The Bean and three-time major winner Padraig Harrington’s favourite, South Side.

All six incorporate eye-catching design

features on the head and grip for a thoroughly modern new look.

The latest range also features a black antiglare finish to accentuate the sight lines that have been stripped back to improve alignment at address. The Double-Milled Face that promotes consistent impact, roll and distance control also features the famous Wilson Staff shield in the distinctive appearance.

All putters from the Infinite range come at an RRP of £95. www.wilson.com

The next generation of Scotty Cameron Select putters extends Scotty’s proven multi-material construction methodology of combining face inlays of either 303 stainless steel or 6061 aircraft-grade aluminium with stainless steel bodies for superior balance, weight distribution, sound and feel.

New Select putters feature a four-way balanced sole design, for fast, square alignment at address while refined contours and sight cues build confidence at address. Improved sound and feel are the result of up to 30 per cent more vibration dampening material connecting face inlays with putter bodies.

The new Select line includes seven Tour-validated modern blade and mid-mallet models: Select Laguna, Select Newport, Newport 2, Newport 2.5, Fastback, Squareback and Select Newport 3.

From rounded mid-mallets to high-tech, high-MOI larger mallets, the 2017 Futura family offers enhanced stability and forgiveness and improved alignment features.

The Futura line features the 5CB, 5MB, 5W, 5S, 6M, 6M DB and 7M.

www.pga.info

CONSISTENT HAND PLACEMENT.

CONSISTENT RESULTS.

RAISED RIDGE assists hand alignment.

DIAMOND TEXTURE aids hand positioning.

CLUBFACE AWARENESS throughout the swing & at impact.

NEW

Available on the Tours’ most popular grip models: Tour Velvet, MCC & MCC Plus4.

BY

BY

OF

©2018 GOLF PRIDE. GOLF PRIDE IS A REGISTERED TRADEMARK OF EATON.

F A S H I O N

F O C U S

Christmas stocking

Christmas! In June? The simple fact is you can’t start early enough when it comes to capitalising on those key selling periods and stocking the right Christmas gifts should be top of your agenda. Angela Youngman shares some ideas.

S

tocking up early on gift items can make a tremendous difference to your sales in the run up to Christmas. More and more people are prepared to spread the cost of gift buying over a longer period, rather than just in a few weeks over December.

Fashionable, high quality golf clothing offers lots of options for anyone seeking a perfect Christmas gift for golf loving family and friends. Jerseys, good quality mid or outer wear can make very desirable presents, likewise footwear or extra special gloves. Hats and scarves are always welcome gifts. Many manufacturers have special gift packs, which are always popular with customers as they are easy to wrap and good for quick choices. Often containing a couple of complementary items, such packs are great impulse buys or for last minute gifts. They are guaranteed to please, practical, useful, and there never any worries about fit!

CLASSIC GLENMUIR The classy, black Glenmuir presentation boxes are a good example of this. They look impressive and contain desirable, high quality items of clothing that make perfect presents. The Touch of Cashmere range provides that extra sense of luxury and comfort, enabling the jersey to be used both on and off the golf course. There are several gift box sets available within this range such as the cheerful bright pink or purple Ladies Zip Neck Argyle Sweater.

colour selection is a great choice between a classic black or grey that matches any type of clothing, while the reds and purples create a touch of individuality.

Stance mens golf socks engineered for left and right arch support, perfect fit and grip

The Men’s Zip Neck Touch of Cashmere Sweater Gift box contains a beautiful 95% cotton/5% Cashmere black high necked sweater, with a fashionable angled zip in white providing contrast.

Hats and neck warmers are ideal Christmas impulse buys. Glenmuir has some lovely presentation boxes containing men’s and women’s golf beanie hat and neck warmers in purple/black, black/grey and red/grey. Made from 94% polyester and 6% elastane, in double-layer microfleece, the trendy contrast edging is very stylish. The adjustable toggle on the neck warmer gives valuable extra warmth when needed. The

Gift boxed Glenmuir ladies hat and neckwarmer sets in pink and purple

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SNOODS IN FASHION Neck warmers are definitely in vogue at the moment, providing a modish alternative to a scarf. Trendsetters can vary the way in which the neck warmer especially when using a larger snood variation. Available colour ranges are extensive, from traditional Christmas colours to chic fashion statements like Galvin Green’s eye-catching lemonade Delta Snood. The soft lightweight fabric used in

Eye-catching Galvin Green Snood with INSULA technology designed to keep you warm in the coldest of conditions

Galvin Green’s Insula range provides ideal insulation while ensuring body temperatures stay at comfortable levels no matter what the weather.

Equally good as impulse buys are pretty knitted or fleecy bobble hats in Christmas colours like green and red, as well as traditional blacks and blues. Combination colours like PING’s navy/red hat

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Galvin Green Lennon knitted bobble hat with INTERFACE-1 technology and lined with windproof lining to provide ultimate warmth

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G/FORE’s flagship golf line, The collection, provides golfers with superb construction, quality, fit and feel. Available in a range of fashionable colours such as charcoal and azure blue, these gloves are precision crafted from premium AA Cabretta leather, with an embroidered patch detail on the tab giving it that extra stylish touch.

Clothing which can be used on and off the course is becoming increasingly popular especially in high quality men’s outfits. People are prepared to pay more for versatile clothing that can be used for a variety of activities. Feedback received

by Walrus Apparel has indicated that both casual golfers and seasoned professionals are looking for versatility and modern styles

with a matching mixed bobble can be quite eye catching. Worth considering too is Galvin Green’s knitted, two-tone blue with navy pompom LENNON hat which incorporates not just Galvin Green’s INTERFACE-1 technology, but a windproof lining as well creating a really warm head covering. Embroidery or desirable logos on hats make good selling points especially if customers are looking for something just that little bit different.

CASHMERE PERFECTION Cashmere scarves never lose their popularity, as they look perfect in any setting.

Glenmuir’s luxury black cashmere scarf is the ideal choice as it blends with every clothing style. Made from 80% cashmere, 10% angora and 10% wool, it comes complete with its own scarf hanger. The luxurious, supersoft elegance of this beautiful scarf is ideal on chilly days on the golf course as well as any occasion when needing to look and feel impressive and confident.

Gloves are a quintessential present choice, universally needed and extremely useful.

Christmas can provide an opportunity to encourage purchases of premium brands.

Having a wide range available ensures that you have something to suit everyone – especially if you stress that they can be changed if the sizing proves incorrect.

Style and comfort are always essential when it comes to choosing gloves.

G/Fore’s The Collection offers a wide range of high quality golf gloves such as Charcoal, Azure and Charcoal Camo in Cabretta Leather

which can be co-ordinated when necessary.

Classy polos, shirts and mid layers such as body warmers, gilets and microfleeces can make very desirable presents especially if in classic colours.

Technological innovations are worth highlighting when it comes to present buying. It can encourage customers to trade up to a more premium brand.

Glenmuir’s A/W collection includes a new midlayer offering in navy, light grey, tahiti and black. This range incorporates the g.Wick technology combining a lightweight performance midlayer bonded with a tricot weaved backing to increase comfort and prevent

friction against any garments worn underneath. For females, the range is enhanced by figure shaping side panels and lurex detailing giving extra style and elegance.

HEAD TO TOE Technology has also become active in gloves, with the development of rain gloves that repel or wick away water leaving hands dry and comfortable. The MacWet range is extremely popular with golfers due to its use of Aquatec material. This hybrid fabric involves textiles that are thinner than human hair, measuring just 0.03 denier and it never gets brittle and breaks. Aquatec wicks away the water from the hand, ensuring the glove stays dry and comfortable in use no matter how wet or humid the weather.

Shoes are sometimes overlooked as potential Christmas gifts, often due to uncertainty as to sizing. Yet they provide an ideal opportunity for customers to take advantage of new developments or to obtain a more expensive pair of shoes that they might not otherwise have considered. For example, G/FORE’s Men’s Saddle Gallivanter has an ultra-lightweight sole coupled with a bespoke cleat design ensuring optimal on-course traction. It also sports a new, washable and anti-microbial, triple density foam cushion Otholite sock liner for superior comfort. Available in a range of contemporary colour ways, the Gallivanter combines an athletic fit with premium waterproof leather.

Given that there is an increasing trend

Superb Cashmere Scarf from Glenmuir

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G/FORE’s Disruptor in Waterproof Pebble Full Grain Leather

for golfers to seek out footwear that can be used in the club house as well as out on the course, the G/FORE men’s Disruptor shoe can be a good choice. It fuses street fashion with golf, combining comfort with elegance as well as traction, flexibility and support.

This fashionable shoe features waterproof pebble full-grain leather for a luxurious on and off the course appearance.

FootJoy is another key player focusing on shoe versatility having created a range of lightweight shoes with special flexible, spikeless performance soles that maintain performance and traction, without compromising on style.

Shoes and socks go together – and all too frequently, a pair of socks has been the automatic choice of anyone despairing as to what to buy as a gift. So why not take advantage of this and offer a range of socks specifically designed for golfers. These make good impulse buys at Christmas (and indeed, all year round), as well as a

Elegant Chestnut leather Sestino Golf card holder

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complementary purchase to a new pair of golf shoes.

US sock specialists Stance have recently launched into the UK market, combining sock design with technological innovation. At present, the range is confined to men’s golf socks, but a women’s range is on the way and expected to be available later this year. What makes these socks different to the ordinary range of socks worn for everyday use is the fit and grip. Each sock is carefully designed and engineered for left or right arch support. The socks are made from a mix of nylon, polyester, combed cotton and elastane – the amount of each material used varies according to the style and the role the sock is designed to have in use.

Take the Stance Fusion golf 558 design, for example, which incorporates mix of muted shades of pale blue, grey, black and a hint of pink with each colour section utilizing a different type of thread work in varying materials. This enables a variety of types of support to be provided at different parts of the foot. A stretch of pink highlights the presence of a slightly tighter grip in the middle of foot.

Another Stance style known as Feel 360,

A skintight thermal top in a modern and sporty design from Galvin Green, perfect to wear as a base layer to keep you warm while remaining comfortable without swing restriction

utilizes 360 fabric technology in varying strips of blue/grey/white. This enables to the sock to react to the foot’s needs, creating a fresh dry, air cooled experience. The slightly raised features on the base of the feet give stability and traction, ensuring there is miminal risk of the sock slipping within the shoe. For those who prefer a shorter sock, the Fusion golf socks incorporate advanced moisture management with breathable performance mesh.

High Quality shoes from G/Fore: Saddle Gallivanter in Waterproof Pebble Full Grain Leather

ACCESSORISE Worth considering too are unique and distinctive complementary accessories that add the final touch to any ensemble such as the Sestino golf card holder. Made from durable leather, it will last years of golfing and can slid easily into trouser pockets while on the green.

Handcrafted in San Benedetto del Tronto, Italy, it is made from full grain, vegetable tanned leather. By far the most popular shade is the rich, warm tones of Chestnut tan which develops a unique patina over time. Lined with cotton canvas, it features a score card and leather pencil holder. Equally useful is Glenmuir’s black pebbled leather-style fabric shoe bag. Designed to fit all sizes of golf shoes, it incorporates a useful carrying handle as well as a zipped ventilated inner compartment ideal for socks.

By your side at every step to support your business.

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T R A V E L

B U S I N E S S

Get ready for inspection Golfbreaks.com have been running Golf Pro Inspection Trips for a number of years, taking their PGA Professional travel clients to selected travel venues across the globe.

at potential Get the chance to see wh s to offer for trips a new resort ha

I

f you are thinking about running a group trip, whether it be leisure or coaching then an inspection trip to your chosen resort can be invaluable, particularly if you have never visited before.

WHAT IS AN INSPECTION TRIP? An inspection trip in simple terms is the opportunity to spend a couple of days, normally at a number of carefully selected and recommended golf pro travel venues to ascertain if they would be suitable for your groups requirements.

Most of Golfbreaks.com Pro Inspection Trips take place over a 4-day period and visit a minimum of 2 separate resorts, staying, playing and dining at each one. These trips normally take in venues or resorts that offer something different, whether it be price point, accommodation style or standard of golf on offer. The trips also include use of the practice facilities, perfect to get a feel 46

First-hand know

ledge is the key to meeting your gro ups’ needs

first hand if you are thinking of running a coaching break, and a full show round of the resort to see all the facilities on offer. The trips normally consist of anywhere between 6 and 10 PGA Professionals and 2 members of the Golf Pro Travel team at Golfbreaks. com, Darren Bragg and Ben Foster.

WHAT ARE THE BENEFITS OF GOING ON AN INSPECTION TRIP? Pleasing everyone in a group is hard at the best of times! Inspection trips are designed to enable you to experience a resort first hand and give you the confidence to recommend and promote a venue to your group.

There is nothing quite like experiencing a venue yourself rather than looking on the internet, in a magazine or scrolling through hundreds of reviews on Tripadvisor before you decide on where to book. You can even utilise social media, posting pictures while away to drum up interest for your proposed

trip before you have returned home!

Before you go it is wise to make a checklist for what you are ideally looking for in a venue and see how it compares in the flesh.

Here are a few ideas on what you should be looking for.

ACCOMMODATION Inspecting the type and standard of accommodation is very important to ensure what the venue offers is up to scratch with your group expectations. Inspection trips take in different accommodation options such as apartments and hotels and different standards, normally 4 or 5-star. This should give you an idea of what may be suitable for different groups of your members or clients and what they would ideally prefer. Not everyone wants to share an apartment and would much prefer to stay in a hotel. Others prefer the extra space and facilities found in apartments, so it is a great way to see what www.pga.info

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GOLF COURSE(S) Another great opportunity to experience first-hand the difficulty and suitability of the golf course(s) for your group of members or clients. It is important on any trip that your group really enjoys the golf and doesn’t find it too challenging. It is a great way to scout out different tee positions and make sure that the course would suit what your group are looking for when playing golf abroad. Depending on the age of your group, the terrain of the course can also be an important factor when deciding on a venue. These trips offer a great opportunity to see if you may need buggies if the course is hilly or if there are long distances between greens and tees making it difficult to walk for certain members of your group.

PRACTICE FACILITIES One of the most important aspects if you are planning on running a coaching trip is making sure the practice facilities are up to scratch. The majority of inspection trips

that Golfbreaks.com run are to their “pro preferred venue” network, meaning that they are all perfectly suitable for coaching breaks. However, it is great to experience the facilities yourself before arriving with a group so you know exactly what you can do and how you are going to set-up your clinic.

If it is a specific area you are focusing your

‘‘

...experience firsthand the difficulty and suitability of the golf course(s) for your group of members or clients

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you think would work for your clients.

The standard of accommodation is also important for a lot of groups and this is a great way to ensure your clients experience the “wow” factor and are not underwhelmed when they arrive.

B U S I N E S S

coaching on, such as short-game, then these trips give the perfect opportunity to make sure you are 100% happy with the facilities and even sample the quality of practice balls before you arrive.

DINING Another important aspect you can experience first-hand is the quality of the food on offer. As most resorts offer bed and breakfast rates it is the perfect opportunity to

variety and quality You can make sure the ur group of food is suitable for yo The PGA Professional

| June 2018

take a look at what food options the resort or venue offers in the evening and if it is reasonably priced, particularly if you aren’t planning on venturing out every night. If the venue is all-inclusive then it is also a good opportunity to witness the standard and variety of food at all meal times and make sure it is suitable for your group.

There is nothing worse than your members or clients enjoying the golf and it being let down by poor food after spending all day out on the course.

LOCAL AREA AND NIGHTLIFE Depending on what type of trip you are running and the members of your group, bars and restaurants in the local area might be of interest to you. It is a great opportunity to explore towns close by where you may think about venturing to. It is also a great way to pick the staff’s brains at resort to seek out any hidden gems or their opinion on the best places to eat and drink.

Having this knowledge prior to taking your group away makes organising evening plans in advance so much easier when you have experienced the best options on offer.

RESORT ACCESSIBILITY Do you mind travelling an hour and a half to your chosen resort once you have landed?

Or would you prefer to be a short drive or transfer away? Depending on your flight time you may not mind travelling that little bit further once you have landed to find the right resort. It can be an important factor for a lot of groups though and is worth taking into consideration. You don’t want your group hot and flustered before they have even arrived at the venue!

OTHER FACILITIES With a resort show around, inspection trips allow you to see all the other facilities a venue has to offer, from gym and spa facilities to any other leisure facilities they have on-site. Whilst this isn’t important for every group it is great to see what other facilities a venue can offer in case any of your clients are interested in something different on a day away from the course.

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Are you interested in going on Golfbreaks.com next Pro Inspection Trip?

Golfbreaks.com run numerous Pro Inspection Trips throughout the year.

Get in touch with the Golf Pro Travel team on 01753 752 880 or email golfpro@golfbreaks.com to register your interest.

Inspection trips are a great place to network with fellow PGA Professionals and share ideas on Golf Pro Travel

PGA Professionals Andy Fletcher and Jon Bird enjoying an Inspection Trip to Turin with the Golfbreaks.com Pro Travel team

WHAT DO THE PGA PROFESSIONALS THINK? Mike Shrieve, Head PGA Professional at The Grove, came out to Spain and Portugal with the Golfbreaks.com Golf Pro Travel team on one of their recent Pro Inspection Trips. He gives us his thoughts on the 4-day trip to Islantilla, El Rompido and Monte Rei. “The inspection trip really opened my eyes to the level of detail Golf Pro Travel team go to ensuring PGA Professionals can offer world class golfing holidays, the venues clearly value Golfbreaks.com as a customer and go above and beyond to make

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As well as the networking and business side of the trips, we all had a great time playing some golf and viewing the resorts from the view point of the client

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NETWORKING One of the most important benefits of any inspection trip is the opportunity to spend time with like-minded PGA professionals who are involved in Golf Pro Travel and finding out how they run their trips and their favourite destinations. These trips are a great place to network and swap ideas on what works and what doesn’t, whether you are a seasoned traveller or just getting in to the domain of running group trips with your clients or members. These trips often spark ideas and inspiration after chatting with fellow professionals and are incredibly productive.

the trip an unforgettable experience whilst also showcasing their services and explaining how it can be tailored to suit the needs of the group. I was so impressed with the inspection trip to Portugal that within two weeks of returning I had booked to take a large group of 22 to one of their recommended venues.”

Ben Kerr, Head PGA Teaching Professional at Bourn Golf and Leisure has been

on a number of Golfbreaks.com Pro Inspection Trips. Here he gives us an insight into what he took away from these trips.

“The inspection trips that I have been on with Golfbreaks have been brilliantly well planned and put together to show us different venues and facilities that are open to group golf travel. I would have thought a golf holiday was a golf holiday prior to going on an inspection trip. However, getting to network with other golf pros and view different facilities, I very quickly realised that there is a group golf holiday out there to suit mostly all budgets and client types. As well as the networking and business side of the trips, we all had a great time playing some golf and viewing the resorts from the view point of the client. Getting to meet specific personnel at the resort that I was later taking a group to was invaluable. I knew who to talk to when I got to the resort with my clients, and the “wow” factor it can give your clients when the staff at the resorts say hello to you using your name is a nice addition to the trip.”

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

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www.pga.info

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D E S T I N A T I O N

Abu Dhabi

Abu Dhabi is renowned for its sensational golf courses, luxurious hotels and guaranteed sunshine. Combine these with the rich history of European Tour events held here, it is no wonder Abu Dhabi is so popular.

Wadi 6th, Abu Dhabi

HOTELS One of the most popular golf pro travel resorts in Abu Dhabi is the luxurious 5-star Westin Abu Dhabi. The hotel is fully equipped with a spa and fitness centre as well as 6 excellent bars and restaurants, great for your clients after a hard day on the fairways. The location of this resort is perfect, situated 20 minutes away from Abu Dhabi International Airport, perfect after a 7-hour flight from the UK and is located next door to Abu Dhabi Golf Club.

Yas Island is also a popular base for those groups looking to combine world class golf and exploring the local attractions. An equally impressive hotel is the 4-star Yas Island Rotana. The 300 room

Yas Links Clubhouse

hotel is only 10 minutes from Abu Dhabi International Airport and is nestled on the man-made island along with Yas Links Golf Club. There are plenty of options for dining, with three restaurants and an American-themed bar for those wanting a more casual experience.

GOLF The superb Yas Links is the first links course in the UAE and has recently been voted within the world’s top 25 golf courses by US magazine Golf Digest. Situated on Yas Island, the par 72, 7414 yard course is set against the Arabian Gulf and combines all elements of links golf to offer a true test of ability to your group of members.

A short drive from Yas Links is the world famous Abu Dhabi Golf Club, home of the European Tour’s HSBC Championship since 2006. The fast greens and thick rough make any golfer quiver walking up St Regis Saadiyat Isand Resort

to the first tee but once your round gets underway, your group will feel at ease and excited to follow in the footsteps of the golfing greats. Abu Dhabi Golf Club also has a 9-hole course which is predominantly used for night golf. A great bit of fun in the evening for your group, playing golf under the floodlights in slightly cooler temperatures.

Further down the road you will find the equally popular Saadiyat Beach Golf Club located on Saadiyat Island. The Gary Player designed course is the first beach front course on the Arabian Gulf and the stunning setting will ensure this is an unforgettable experience for your group.

All 3 courses have excellent practice facilities making them perfect venues for coaching breaks.

FACT FILE Climate Abu Dhabi enjoys a hot climate with very mild Winters, averaging 21˚C and hot Summers where daily maximums regularly exceed 35˚C. The most popular times for pro groups to travel is between October and April, avoiding the hottest Summer months.

Getting there Flying into Abu Dhabi is easy, with British Airways and Etihad flights direct from London Heathrow, Manchester and Edinburgh. Flight times to Abu Dhabi are approximately 7 hours from London and Manchester and 7½ hours from Edinburgh.

Top things to do off the course If your group fancy a day away from the golf course, then look no further than Yas Island. Ferrari World and the F1 race circuit are located here alongside a host of other attractions such as Yas Mall, Yas Waterworld, Yas Beach and Yas Marina.

The PGA Professional

| June 2018

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Pick of the UAE

Take a look at our hottest Golf Pro Travel venues in the United Arab Emirates. You will not be disappointed with a trip to one of the most popular golfing regions on the planet.

Don’t forget, as well as a FREE place you receive 5% commission as a PGA Professional

The Westin Abu Dhabi Golf Resort and Spa 5*

Key facts

This 5-star luxurious resort is our most popular UAE Golf Pro Travel venue, and it’s not hard to see why!

• Great for coaching or group leisure breaks • Home to the European Tour’s HSBC Championship • Excellent practice facilities

Package

• Night golf available • 6 bars and restaurants on-site • 20 minutes from Abu Dhabi International Airport

• 5 nights bed and breakfast and 3 rounds of golf • From £520 per person - Pro free with 7 amateurs

Yas Island Rotana Abu Dhabi 4*

Key facts

Perfectly situated on Yas Island, this 4-star hotel is only 10 minutes from Abu Dhabi International Airport and 40 minutes from Dubai • Great base for coaching or group leisure breaks • Stones’ throw from the Yas Marina F1 circuit and bars and restaurants • 3 restaurants on-site

Package

• Spa, tennis courts and fitness centre on-site • Wide range of excellent courses within a short drive including Yas Links, Saadiyat Beach and Abu Dhabi GC

• 5 nights bed and breakfast and 3 rounds of golf • From £499 per person - Pro free with 7 amateurs

The Address Montgomerie Dubai 5*

Key facts

This 5-star boutique hotel is located a short distance away from the hustle and bustle of the town centre. The hotel is the perfect base with a large number of world class golf courses close by.

• Great for coaching or group leisure breaks • 35 minutes from Dubai International Airport and 10 minutes from Palm Jumeirah

Package

• Excellent practice facilities • 4 restaurants on-site • Wide range of excellent courses within a short drive including Emirates Golf Club

• 5 nights bed and breakfast and 3 rounds of golf • From £659 per person - Pro free with 7 amateurs

Media Rotana Dubai 5*

Key facts

This newly built 5-star hotel is perfectly situated close to Dubai Marina and not far from downtown Dubai making it a great value base for a group break.

• Great base for coaching or group leisure breaks • 30 minutes from Dubai International Airport and 5 minutes from Palm Jumeirah • Close to Dubai Marina and town centre • 5 restaurants on-site • Host of world class golf courses in close proximity

Package

• 5 nights bed and breakfast and 3 rounds of golf • From £489 per person – Pro free with 7 amateurs

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

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Learning through modelling Bob Christina, from the University of North Carolina at Greensboro, and Eric Alpenfels from the Pinehurst Golf Academy recently wrote a chapter on factors influencing the effectiveness of modelling golf technique in the excellent ‘Routledge International Handbook of Golf Science’. Here they summarise their findings to help support your coaching practice.

What is the purpose of modelling a skilled swing?

It is to help students form a visual image of what an effective swing looks like and become aware of its essential characteristics.

It is not to have them learn to imitate all of the features of the skilled swing. Armed with this visual information and instructional guidance, students can learn to discover how to develop their own ‘ideal’ swing; a swing that works best for them based on their own unique structural and functional constraints.

Who should model swing technique?

Either expert- and/ or self-modelling facilitates learning more than teaching without modelling. And, this facilitation is enhanced when the student perceives: The PGA Professional

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1. the status and competence of the expert model to be creditable 2. similarities between the expert model and him or herself.

For instance, a student is more likely to attend to the model’s performance and be motivated to learn if the person modelling the swing a) is admired and has swing characteristics the student wants to acquire

Eric Alpenfels

learning than observing others except, of course, when a skilled swing or correction must be modelled by others.

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earning something by watching it is referred to as observational learning. A swing or correction may be modelled by “skilled players” (expert models) either by ‘video’ or ‘live’ (usually the teacher), or by watching oneself (self or learning model) on a video monitor or in a mirror. Modelling works best when key factors are operating to help students attend to, remember and form a visual image of the modelled swing information observed.

Let’s look at these key factors.

Bob Christina

On what should students focus their attention?

Students should be shown several video demonstrations of a tour player’s driver swing to help them to get a mental picture and become aware of the essential characteristics of that swing. With each repeated showing, one or two key characteristics of the swing are pointed out for the students to attend to, process (understand) and remember so that they can be applied when learning their own swing. With experienced players who have a swing flaw, a video of a tour player’s swing is shown while explaining how to correct it. And, sometimes video swings of several tour players are shown to point out how they are in about the same position at a certain point during the swing, which deviates from the student’s flawed position.

b) has swing characteristics that are compatible with the student’s swing identity c) swings from the same side d) is the same gender e) is about the same age f ) has similar physical characteristics The actual, functional and perceived similarities are optimum when one serves as one’s own model, which is better for

What instructional guidance should accompany modelled swings?

Various kinds of instructional guidance are used before, during, and after a modelled swing to facilitate observational learning.

Typically, verbal cues (one or two words or succinct statements) and/or instruction

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Armed with this visual information and instructional guidance, students can learn to discover how to develop their own ‘ideal’ swing

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C O A C H I N G (statements or full sentences of instruction), and visual cues are given before a modelled swing to set the stage for what students are about to see and to what they should attend during the modelling. This is recommended, especially when there is too much visual information for students to process if these cues are introduced during the modelling.

Verbal cues, instruction and visual cues are given during modelling to direct the student’s attention toward the key swing characteristics. Visual cues include (a) pointing at a key swing characteristic, or (b) using video graphics (e.g., lines, arrows, circles) to highlight swing characteristics.

Verbal cues and instruction given in conjunction with modelling do facilitate learning in adults as do visual cues given in support of verbal cues.

Instructional guidance given after a video demonstration helps students process and retain the information observed.

It includes verbal rehearsal strategies such

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Visual cues include using graphics (e.g., lines, arrows, circles) to highlight swing characteristics

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The target-line view allows a student to observe the swing from behind the model (front view shown opposite left)

How much information should be provided and how precise should it be?

Students effectively process new information when: a) one or two key cues are introduced before and again during the modelling rather than overloading them with too many cues b) previous cues have been effectively processed and remembered before adding another cue c) explanations that supplement modelling are simple, brief, accurate, and direct d) it can be effectively related to their background knowledge, skills and experiences e) it is easy to understand.

The more precise the information accompanying a modelled swing, the better the learning, up to the point at which students are unable to process it. A greater amount of and more precise information can be processed as students advance through the stages of learning. And, more precise information is more beneficial for adults and older children than for younger children.

At what speed and angle should a video modelling be viewed?

Initially, a modelled swing or swing correction should be presented several times in real-time speed so that students can get an idea of what it looks like. Next, viewing the modelled swing one or more times in slow motion can help students become aware The PGA Professional

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of how the movements are coordinated in space and time such as body, limb and club positions at different times during the swing. As needed, video of a modelled swing or correction in real time, slow motion and stop action may be provided for students at any time during learning.

The best angle to use is the one that shows what the student needs to see.

The front, target-line and mirror viewing angles are probably often used. With the front view, a student sees the swing facing the model’s face and chest. The target-line view allows a student to observe the swing from behind the model. With the mirror

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The best angle to use is the one that shows what the student needs to see

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as repetition of verbal labels linked to key swing characteristics.

view, the modelled swing is seen as though one was looking at it in a mirror. Judgement must be used to determine whether one of these three angles or some other best displays the swing elements the students need to see.

How often and when should a modelled swing be viewed?

It should be shown the number of times it takes for a student to process, remember and apply what is being taught. It needs to be seen more often:

1. early in learning and less often as learning progresses 2. when the swing information is complex to process.

Also, viewing a modelled swing before students begin physically practicing it and then again, as needed, during a lesson facilitates learning.

Students should have input into when they see modelled swings because they would be viewing the swings when they need them, and a fewer number of swings would be needed to learn than if they had no input. After viewing the swings, students should be asked to report on the essential information that was taught to ensure that it was appropriately processed and remembered.

Implications for the PGA Professional Teaching with either expert- and/ or self-modelling facilitates learning the right things rather than the wrong things at the outset, especially when students attend to, process, remember, and form a visual image of the information observed.

Observational practice of a desirable modelled swing between lessons or physical practice sessions, and when injury or adverse weather conditions prevent physical practice can strengthen retention of the visual image, which in turn, can facilitate learning when students return to physical practice. Moreover, playing performance may benefit from observational practice of a desirable modelled swing before competitive rounds.

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Defining your market What types of people make up your customer base, asks Antje Doel

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n order to define your customer base, you need to ask yourself some critical questions and analyse the answers.

Firstly, who are your customers – what sort of people are they and what motivates them to come to your club to play or have lessons?

Unfortunately, few professionals – or clubs for that matter – take the time to ask – and answer – these important questions in any depth. This is where you could gain a competitive edge. Once you have defined your customer base, you will be able to target them more effectively with advertising and promotion that is tailored to the segments of your audience that are most likely to engage.

As with everything, the more specific your target audience is, the more successful your marketing efforts will be. It is worth investing time and some money into researching, talking to and defining your audience – the returns will make the time spent worth it because customers are the lifeblood of your business. It is essential that you continue to generate leads as well as retain your existing customers. Most small businesses say that generating new business is more of a headache than retention.

PERSONALISATION AND CUSTOMER INSIGHT AND WHY IT WORKS By understanding your customers’ needs properly, you will automatically gain better insights into your audience, which will allow you to develop and evolve your services to match your clients’ needs. A more personal and tailored approach will set you apart from your competitors. So, for example, if you have a specific set of customers who always buy the latest new golf trousers, an email blast alerting them to new stock will provide good returns. However, the same email to beginners is less likely 54

? to perform as well. Equally, an email offer about discounts off a block lesson booking won’t go down well with seasoned players because they are the wrong audience.

This approach sits well with customers because you are targeting them on their preferences, rather than a scatter-gun approach, which only serves to annoy your audience and clog up their inbox.

Another important thing to consider when segmenting your audience is to see them as individuals first, before grouping them. Put yourself in their shoes – what are they trying to achieve: their mission and goals. Once you have ascertained that you are more likely to accelerate that and

customise your services to meet their needs.

DIVIDING YOUR TIME ALLOWS YOU TO SUPPORT YOUR EXISTING CLIENTS AND BRING IN NEW ONES In order to raise your business game, you need to make more money – the two main ways you can achieve this is to bring in new customers and get existing customers to spend more with you. However, it is vital that you don’t focus on one at the expense of another because both are key to growing your customer base.

Existing customers need to ‘feel the love’ in order for you to continue to get their

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CUSTOMER SERVICE EXCELLENCE IS KEY In order to keep your customers coming back, you need to offer exemplary service.

Research has proven that the single main reason customers don’t return is due to poor service and lack of care. However, if you get it right, the impact on the customer will be directly reflected in your bottom line. A loyal customer is worth their weight in gold – the more personal the service, the more they will spend. As a small business owner, it is absolutely worth taking the time to evaluate how you deal with customers. You should make sure you respond to enquiries – both positive and negative – promptly and professionally. Social media engagement means that you will need to keep a beady eye on your feeds and messages, because people expect an almost instantaneous response online. If your customer service is on point, your base should increase.

you also need to broaden your network.

However, no one likes a hard sell. Go with a more relaxed approach and you will find it takes the pressure off all parties. All the work you do is based on trust and genuine

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there is a certain amount of implied trust when a name comes from someone you already know

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repeat business – whether you’re solely offering lessons, running the pro shop or a combination of both. Don’t forget existing clients aren’t guaranteed to stay – situations and budgets change – they might move away, lose their job or become ill, so you need to keep a pipeline of new business flowing, so your eggs aren’t all in one basket. You need to cultivate new relationships early, so that they can replace old ones that fall by the wayside.

openness, so the way you approach and make new contacts is a good opportunity to demonstrate that. Being friendly and helpful may not earn you pounds immediately, but people will remember you, which can lead to business later on. It’s about investing some time in order to reap the rewards later on down the line.

PARTNERSHIPS BETWEEN YOU AND YOUR CUSTOMER One of the best opportunities you will have is with customers who have strong ties to other businesses. It is sometimes possible for small businesses to team up with other companies who offer complimentary services

– allowing you to reach new audiences and gain more clients. For example, one of your customers might have a fantastic connection with a local sports physiotherapist. As a coach, you might be able to recommend their services and equally, they might be able to suggest you as a golf coach if someone was looking to improve their game and prevent injury. What’s important is to look at your local area and see where the opportunities lie – be open to new ideas and don’t be afraid to speak to people.

SOCIAL MEDIA IS YOUR FRIEND We keep banging on about social media, but it has revolutionised the way customers and businesses can share information and initiate conversations. Not only can you provide brilliant customer service to your followers, you can use the analytics tools accompanying most platforms to get real insights into your audience. We’ve looked at individual platforms and how they work in previous articles, so it’s up to you to do your homework and see which ones work best for you and where your audience is most likely to engage.

REACH FOR THE SKY Just because you’re a small business, doesn’t mean that you can’t potentially work with a larger one. A lot of small companies find

WORD-OF-MOUTH IS YOUR BEST FRIEND Most small business owners will tell you that most of their customers come from word-of-mouth recommendations. Social capital and the value of relationships means that referrals are vital. Think about it – if you were looking for a builder, you’d ask your own network for a recommendation before searching online. That’s because there is a certain amount of implied trust when a name comes from someone you already know – it is the same when someone is looking for a golf instructor. You’d always go for word-of-mouth over a random choice.

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FIND OUT WHERE YOUR STRENGTHS LIE – AND PLAY TO THEM The only way you’ll know if a marketing strategy is working is to test it. It’s hard to provide you with a blue print, because each business is different – even though you’re all in the same industry – your customer base will be unique to you. Depending on the area you operate in, your demographic may be older or younger than a pro at another club. Try out a variety of different marketing approaches – see what flys and ditch those that don’t.

KEEP DEVELOPING YOUR IDEAS In order to continue to reach your audience, you need to keep adapting your efforts as your customer base grows. While a marketing strategy may not have worked when

Social media is one of the most effective ways of keeping in touch with your customer base

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you need to keep adapting your efforts as your customer base grows

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the prospect of making contact with a big organisation or brand intimidating. However, it can be very worthwhile approaching them. It could be that you team up with a large organisation or brand to offer a charity golf day in the first instance, but long-term relationships can and should be established.

Big companies were perhaps a little dismissive of small businesses before the credit crunch, but subsequently, they can see the benefits of engaging with them.

you started out, it may be worth revisiting it once you have scaled up. It might be that your client base has become more techsavvy or sophisticated than in the early days.

Further, as you become established, you might find your customers are coming from

It is never too early to start recruiting your loyal customers

other sources – which is why it’s important you keep an eye on your business analytics –so you note any new patterns or changes.

You will find your word-of-mouth recommendations might increase, but if you become particularly active on social media, your organic search traffic might also go up. Armed with this information, you’ll be more able to target your segmented markets with campaigns that resonate with them.

MEASURE. LEARN. IMPLEMENT. Lastly, consolidate all you have learned about your customer base and execute it in new campaign and marketing tactics.

Monitor where your customers are coming from, what they’re engaging with and where the most conversions come from. Once you have that information, keep refining your approach and accelerate your activities that have proven successful to widen and strengthen your customer base.

Get it done this month ✓ Take a long, hard look at your audience and try and segment them into groups – i.e. retired, young players, keen golfers, occasional golfers etc.

✓ Put together a short questionnaire that works on social media – it might be in the form of a poll – and a paper one. Keep this handy for clients, people who come into the pro shop and those you encounter socially at the club.

✓ Set up a spreadsheet to process your answers.

✓ Analyse the data and segment as appropriate.

✓ Remember, audience engagement and target marketing should be on-going – the survey is just the start of the process to find out what your audience needs are.

✓ Think about how you will incorporate your learnings into your overall marketing strategy.

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Building your personal brand in your community s with most things in life, reputation is everything. In some areas, golf professionals are well known locally and find themselves busy and with a pipeline of new business. Others who may be equally talented, complain that they are struggling to fill their diary. While there may be little difference in teaching ability, it is clear that one professional knows the importance of self-promotion and personal brand building within their local community, while the other doesn’t. In this article, we’ll highlight a few strategies that are easy to implement and will help get you noticed.

GOLF CLUB FIRST The first place you should be looking to build – and establish – your personal brand is at your golf club. This sounds obvious, but many professionals seem to expect to be known at their local club without putting in any real effort to elevate their profile.

Aside from hanging out at the bar or in the shop and pressing the proverbial flesh, there are plenty of other ways to get yourself noticed. Speak to the person managing the website and make sure you can bag an area to showcase your lessons and anything else you offer. Provide professional images and perhaps a short video as well as some sharp accompanying copy. If the club has a newsletter, see whether you can have an advice corner that tackles a new issue every month – you could hold a clinic that demonstrates ways in which to solve the problem – The PGA Professional

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could give a short talk on the benefits and pleasures of a day on the golf course – obviously you can mention that you offer lessons – but you need to find a way to inspire them to enquire, without subjecting them to a hard sell. While public speaking is not everyone’s cup of tea, it is worth making an effort to improve your technique – practice on your nearest and dearest.

You are your own brand

USE VIDEO As we’ve previously noted, thereby offering a practical, affordable you would do well to establish your own solution to members.

YouTube channel, and post short teaching Another way to get yourself known in videos that you can then use on your blog, your local community is to write articles in your golf club’s newsletter, on the club’s for local newspapers, magazines, and blogs. website, and on your social media feeds.

They’re generally on a tight budget and are But it doesn’t have to stop with teaching. amenable to well-written contributions You can talk about equipment, travel tips, from local business owners. By doing this, course architecture, rules, and so forth. you will further spread your reputation Practice makes perfect – so if you aren’t in your local commugood at social media – nity. Having a handful of make it your business to well-written articles with it’s worth investigating find out – there are plenty high-quality pictures will local groups that might of free ‘how to’ videos on be a great investment in contain members of the internet. If you need your career. The more you your target audience to improve your sales get out, the more your techniques, invest in some reputation grows. Furtherbooks or take an online more, it’s worth investigating local groups course. Self-improvement should be part of that might contain members of your target your overall business plan. audience. Don’t underestimate the power Any action you take to increase your of the local Women’s Institute for example. personal brand, sales, and marketing skills It’s not all jam and Jerusalem – many active, or communication in general, will increase retired women attend and may be looking the amount of opportunities you find – and for a new hobby to take up. Or they might that come to you. The more action you take, have a husband at home that they’re desperthe more likely you are to build a successful ate to get rid of for a few hours a week. You personal brand and business.

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Antje Doel looks at the ways in which you can promote yourself and your services to a local audience

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A D V E R T O R I A L

Techniblock – the best sun protection for golfers As a PGA Professional, spending several hours on the greens will expose you to high levels of UV rays so a high-quality sunscreen is very important.

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echniblock with its UVA/UVB sun protection, is quick and easy to apply and has real staying power, even when perspiring. The clean, breathable spray provides a transparent yet highlyeffective barrier against sunburn and one application is all that’s needed for a round.

Fragrance-free and instantly absorbed, there’s no need to rub it in and no sticky residue to interfere with your grip. The 75ml can has a locking, leakproof lid and is an ideal size for a golf bag.

PGA Professional Jamie Cundy, who has received treatment for skin cancer, has nothing but praise for Techniblock:

“It’s the best sun protection on the market by far and an absolute must-have. It’s really easy to use and perfect for sport.”

Darren Bragg, PGA Professional and Golfbreaks.com Business Development Manager is also a fan:

“It’s a great add-on to give to my clients when we are on a golfing break and another revenue stream.”

Available in SPF40 and SPF40 with Citronella, a natural insect repellent, at £4.30ea and SPF50+ at £4.60ea (plus VAT), there is also a SPF20 lip balm available.

Techniblock can be purchased as 24 or 48 units in any combination and comes with a free, branded display unit and free delivery.

Order today, by contacting Tracey or David on 01462 701 857 / 07769 943 200 or at: sales@techniblock.co.uk

Turn trade-ins and unsold stock into cash The Golfbidder service allows you to liquidate used and unsold product quickly and safely with just a phone call.

Instant quotes by phone Guaranteed prices Guaranteed payment

We collect the clubs And pay you immediately No hassles. No dramas

Not with us yet? Opening a trade account is completely FREE and takes just a couple of minutes over the phone.

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C O N F E R E N C E

Meet, Discuss, Share Ian Peek will be speaking on optimising performance at this year’s conference at Laguna Phuket resort in Thailand (above)

The event in November will bring together PGA Members from around the world

Highly respected international performance coach Ian Peek has been confirmed as a keynote speaker for the 2018 PGA Members’ International Conference in Thailand.

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he conference, which will once again be staged at the worldrenowned Laguna Phuket resort from November 11-14, brings together PGA Members and delegates from across the world.

Peek has a wealth of experience and knowledge of the game of golf having played full-time on the Asian, South American and European Challenge Tours before founding the Impact Golf Academy in Germany.

Peek, who was made a PGA Advanced Fellow in 2009, has presented his coaching philosophies as a conference speaker all across Europe and further afield.

He will be presenting a framework for ‘optimising performance’ in Thailand, looking at how delegates can improve their performance by examining their own current models. Peek has already helped a number of coaches and business executives optimise their performance through this framework.

Conference details Held at Asia’s finest integrated resort destination, the conference will bring together PGA Members working worldwide. This exciting event comprises two full conference days and one golf day.

• Price* includes three nights’ accommodation at Angsana Phuket, the Banyan Tree Group’s stylish new hotel.* • 50 CPD points will be awarded to each participant at the conference.

• Spaces are limited. For bookings and further information please contact conference@pga.org.uk.

• Bring your partner as a non-delegate and they stay free of charge. Additional nights and room upgrades are available upon request. *THB 21,500 (approx. £495). Flights not included.

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It’s time to focus on Sales and Service!

59club, Europe’s leading Customer Service and Sales analysts and an official PGA partner, examine how award-winning individuals, teams and organisations achieve Excellence.

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imon Wordsworth, a Fellow of the PGA and CEO at 59club has an acutely insightful perspective of the customer journey garnered from the detailed analytical data that 59club measures for its client clubs.

Undoubtedly, when you step into any golf club, professional shop, driving range or retail outlet, you are surrounded by ‘nice’ employees.

However, one of the biggest misconceptions in golf, which we see time and time again is the presumption that just because a staff member plays golf, they instinctively know how to perform within their role.

Simon is quick to comment; “The over bearing factor that sees clubs deliver service excellence, is their proactive nature and acceptance that service doesn’t happen by chance”.

Simon continued; “People need process, motivation and reward if we expect them to consistently deliver great service and sales performance, and that’s where 59club come in”.

Having quite literally taken the industry by storm, hundreds of clubs, resorts, groups and management companies were quick to align their service principals to the 59club way. Governing bodies, buying groups and industry giants have also partnered in their droves, attracted by 59club’s winning formula.

A winning formula that saw 59club develop their ‘my59 software’ to further advance Industry Sales Techniques and Customer Service Principles. My59 provides the expertise, mechanism and freedom to independently manage sales and service levels using industry leading golf and leisure specific benchmarking assessment criteria and survey templates.

Mystery Shopping, Customer Satisfaction Survey Tools and Feedback Apps all have their place within the process. These are successfully used to glean critical information based on the customer journey.

Industry benchmarks measure ‘staff sales skills’, ‘attitude’, ‘process’ and ‘general facilities’ against the best performers and the industry average. The data pinpoints strengths and weaknesses and empowers professionals to become better educated to deploy a plan that will better serve customers.

At the helm of progression, the my59 software is loaded with products engineered to performance manage every revenue stream within golf. Whether that’s a retail customer, a membership enquiry, a green fee visitor, a pupil, a custom fit customer or indeed an audit to measure staff security breaches, 59club have engineered it all.

Many managers who have excelled within the programme have been quick to acknowledge 59club’s training school for educating staff and improving operating procedures. The school today is witnessing rapid expansion to accommodate the evergrowing demands of the industry.

The ethos behind the PGA is to search for continual advancement, its these values together with a shared love for the game that will see PGA professionals thrive. We can all deliver on customer satisfaction; all we need is the direction from our customers, a peripheral perspective of the industry and a plan set on delivering award winning service levels.

All PGA Professionals who wish to advance sales and service performance can purchase my59 for just £500. As part of our ‘service promise’ all purchases made before the end of the season will also receive a full induction programme and access to attend 3 FREE regional training sessions.

Visit www.my59online.com today to sign up or join us for a free webinar to find out more…

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Open tickets PGA Membership entitles you to take advantage of a host of benefits and incentives designed to create a positive effect on your life either at work or play. This month we take a look at what is available to Members during The Open Championship at Carnoustie.

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ll PGA Members and Assistants will once again enjoy complimentary access to The Open Championship, which this year takes place at Carnoustie, Scotland from July 15-22.

We are pleased to announce a change in the ticketing process which makes it easier for you to claim your tickets this time around.

Instead of being required to purchase a ticket and then having to obtain a refund from the onsite bank, you will now be able to gain admission directly through the R&A Ticket Sales and Collection building.

Simply present your PGA Membership

card at the R&A Ticket Sales & Collection building located at the main spectator entrance. Once you have been verified, you will be issued with a day ticket for your own use.

You must repeat this process each day you are attending and you only have access to one complimentary ticket per day. Any additional tickets will need to be purchased at the normal price.

MEMBERS’ UNIT Once again the PGA Members’ Unit will be available to you and a guest and will provide a casual environment to relax and rest during The Open Championship.

A selection of food and drinks will be available to purchase with live coverage of the golf streamed on the multiple TV screens. There will also be IT facilities for anyone needing to catch up on any urgent emails.

EXTRA INCOME All PGA Members will have the opportunity to create additional income by referring someone to the Hospitality team during The Open. That person can be anyone in your network – a golf club member or corporate clients.

If your referral is converted into a hospitality sale for this year’s Championship you will be entitled to 10 per cent commission (subject to terms and conditions).

For example, a place in the Claret Jug Pavilion for the 147th Open Championship at Carnoustie costs £800 (excluding VAT).

If you introduce a client who purchases a table of ten, you could be entitled to £800.

For more information about hospitality referral scheme contact Dan Killen, hospitality and ticketing customer relations manager at the R&A, on 01334 460 222 or email dankillen@theopen.com

The PGA Members’ Unit is available to you and a guest during the during The Open Championship at Carnoustie

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PGA Benefits PGA Benefits gives you access to a range of benefits and discounts designed to support members both personally and professionally. This month’s highlights include: Up to 35% saving on EE tariffs

Peugeot

You can now access the EE Membership Discount scheme through PGA Benefits. The savings are fantastic with up to 35% saving on phone plans*.

Preferential rates available on a selection of cars over 24 months.

Visit www.peugeot-contract hire.co.uk/pga Contact your local Peugeot dealership, or call the Peugeot Business Quoteline on 0345 313 3811.

Discounts on Airport Parking, Hotels and Lounges

Mars

Holiday Extras, the UK market leader for holiday add-ons, are offering The PGA members an exclusive discount! They are a one-stop booking shop for every holiday addon, working with (client) to provide you with everything you need for a hassle-free holiday. With savings of up to 13%* on Airport Parking, 10% off Airport Hotels, and 8% off UK Airport Lounges, Holiday Extras are dedicated to providing you with a unique package that’s more than just a holiday!

Market Leading Foreign Exchange The PGA members are eligible to claim a FREE FairFX Prepaid Currency Card, normally worth £9.95. Load your card with Euros or US Dollars at highly competitive exchange rates and use it abroad like any other payment card. Avoid rip-off rates from banks, high street bureaux de changes and airports, and discover the smart way to spend abroad.

PLUS get £5 extra free when you order your first card.*

17% off Worldwide Attraction Tickets!

Book attractions, excursions, theatre tickets and experiences all over the world with Onlineticketstore.co.uk.

Whether it’s a week at Disney World, a dinner cruise in Dubai or a day trip in Rome, you can look forward to hassle-free booking 24/7, instant e-tickets and unbeatable customer service*.

Affordable Car Hire – 12% Discount Affordable Car Hire work with 500 car rental partners in over 30,000 worldwide locations to give members huge flexibility and choice. The PGA members receive a 12% discount on top of any special offers*.

BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group.

Visit www.bmwvip.co.uk/pga Call the BMW PGA Sales Centre on 0207 514 3599 or email: pgasales@bmw-issd.co.uk 62

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

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 your membership number.

SkyCaddie Heavily-discounted personal use prices start at £60+ VAT for a SkyCaddie GPS or £70+ VAT 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+ VAT) on your first sale and 20% fee on any future sales.

Email sales@skycaddiegps.co.uk, or call 01844 296 358.

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 www.huxleygolf.com

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.

www.pga.info

Y O U R

M E M B E R

Coca-Cola Special packages on products and coolers For further information please contact Karen Andrews at: kareandrews@cokecce.com

Techniblock sun protection Benefit from retail exclusivity, low MOQ, small but branded counter-top display unit. Free next day delivery and extended expiry date.

Order through Tracey Parry on 07769 943 200 or email sales@techniblock.co.uk

First Data Preferential rates to PGA members for accepting credit and debit cards.

Call 0330 123 1241 quoting PGA.

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 please contact either Ben Foster on 07471 034 852 or Darren Bragg 07471 952 102 from the Golf Pro Travel Team, or email: golfpro@golfbreaks.com

Silverbug Silverbug are IT experts who do things a little differently. Other companies talk about what they can do - but we want to focus on the issue you’re facing, and then fix it.

We can offer PGA 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.

Birdietime Offering all PGA Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues.

To book your session, e-mail us at info@birdietime.com Visit www.birdietimepro.com to learn more about our online booking and payment system.

B E N E F I T S

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 for 2018.

Contact: reservations@aphroditehills.com quoting: PGA Professional

Aphrodite Hills - Hotel 20% discount from package rates. www.aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional

Pestana Vila Sol, Vilamoura, Algarve Luxury five-star resort, host venue for the Lombard Trophy grand final 15 per cent discount to PGA Members and amateur participants in each regional final.

Book direct through www.pestana.com/en/hotel/pestana-vilasol using promo code: 20516W0LX.

Antalya Golf Club and Sirene Hotel Attractive all-inclusive rates for you and your family.

Contact Volkan Cavusoglu at: volkan.cavusoglu@sirene.com.tr

Formby Hall Golf Resort and Spa Newly refurbished, luxurious fourstar accommodation from just £78 per room BandB (max. two occupants) and includes use of the upgraded pool and health club.

PGA Member deals available Sunday to Thursday for business or leisure.

Contact Mark Williams on 01704 875 699 or reservations@formbyhallgolfresort.co.uk quoting your member number.

The Open Complimentary access to the Open Championship. Access to the private, on-site PGA Member Marquee for yourself and a guest.

European Tour tickets Complimentary access is also granted at a number of European Tour promoted events, including the BMW PGA Championship, British Masters, Irish Open, and Scottish Open.

*Terms and conditions apply to all benefits. See website for details. Apple - Annual purchase limits apply. Discounts are subject to availability. For the latest offers visit the Apple EPP store. T.M. Lewin – Cannot be redeemed against previous purchases or used in conjunction with any other offer, voucher, discount code or gift card purchases. UK Health Insurance – UK Health Insurance is a trading name of Healthnet Services Limited which is authorised and regulated by the Financial Conduct Authority No. 312313. Registered address: Bourne Gate, 25 Bourne Valley Road, Poole BH12 1DY. Registered in England no. 04620230. PGA Benefits is managed and run on behalf of The PGA by Parliament Hill Ltd 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.

The PGA Professional

| June 2018

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S I T U A T I O N S

V A C A N T

Head Professional - Garforth Golf Club, Leeds, West Yorkshire Founded in 1913, Garforth Golf Club enjoys a beautiful parkland location in the West Yorkshire countryside. The beautifully maintained 18 holes, designed by the famed Dr Alister Mackenzie in 1913, include what has been described as possibly ‘the finest four finishing holes in the North of England’.

On the retirement of our long-standing PGA professional Garforth Golf Club requires an experienced PGA Professional to deliver a full professional service to this long-established club including the effective and efficient running of a Golf Retail Unit, indoor tuition/custom fitting at our in-house simulator/swing centre and provide golfing services to the club.

Applicants must have previous experience of working in, or managing, a retail environment preferably within the golf industry.

The successful candidate will be a self-motivated high achiever with excellent interpersonal and organisational skills. Effective communication and presentation skills are essential as the role requires working closely across all sections of the organisation including members, guests and societies.

With an overall focus on excellent customer service the candidate should be a logical thinker capable of paying attention to detail. IT literacy and good numeracy skills are essential. Key responsibilities will include recruiting, managing and leading a professional team to: • Work closely with the club directors on sales and • Acting as an ambassador for the club at all times. marketing strategies focusing on income generation.

• Developing and enhancing the existing coaching and • Taking personal responsibility for customer service excellence throughout the Pro Shop operation.

• Ensuring all staff consistently deliver excellent service to Pro Shop visitors and members at all times.

• Establishing and operating a well-stocked shop and managing staffing levels.

tuition model at the club including the ability to identify up/cross sell opportunities to maximise revenue both for the club and the candidate.

• Ensuring competition responsibilities are carried out on Club, Corporate, Society and Open Days.

• Organise buggy/trolley hire through the season.

If you would like to be considered for this exciting and rare opportunity, please send a cover letter and CV demonstrating your suitability and experience to manager@garforthgolfclub.co.uk Marked ‘Confidential’ for the attention of the Chairman, Garforth Golf Club. Closing date: 20 July 2018 Garforth Golf Club, Long Lane, Garforth, Leeds LS25 2DS www.garforthgolfclub.co.uk - twitter @GarforthGC

Retail Assistant

Assistant PGA Professional

Sunningdale Golf Club wishes to recruit an experienced retail assistant to assist in raising and maintaining the world class standards required at the Club.

Sunningdale Golf Club wishes to recruit a qualified Assistant PGA Professional to assist in raising and maintaining the world class standards required at the Club.

Candidate profile: Minimum of 3 years’ experience in retail.

5 Star Club or Resort experience preferred.

Excellent retail sales skills.

Candidate profile: PGA Qualified - Minimum of 3 years’ experience in the golf industry, 5 Star Club or Resort experience preferred Excellent retail sales skills.

Experience of GCQuad or similar club fitting/coaching simulator.

The successful candidate will be able to demonstrate high levels of personal presentation, communication and leadership within their role.

Optional accommodation.

Sunningdale is dedicated to achieving truly World Class standards: Investors in People Gold Standard Award Platinum Clubs of the World: Ranked No 13 Golf Digest Magazine World Top 100: Old Course @ No 20 and New Course @ No 66 Please apply in writing or email with full CV and covering letter to: Clare Livingston, Administration & HR Manager, Sunningdale Golf Club, Ridgemount Road, Sunningdale, Berks SL5 9RR jobs@sunningdalegolfclub.co.uk www.sunningdale-golfclub.co.uk Closing Date for Applications: Friday 29th June, 2018 – 5pm

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The successful candidate will be able to demonstrate high levels of personal presentation, communication and leadership within their role.

Optional accommodation.

Sunningdale is dedicated to achieving truly World Class standards: Investors in People Gold Standard Award Platinum Clubs of the World: Ranked No 13 Golf Digest Magazine World Top 100: Old Course @ No 20 and New Course @ No 66 Please apply in writing or email with full CV and covering letter to: Clare Livingston, Administration & HR Manager, Sunningdale Golf Club, Ridgemount Road, Sunningdale, Berks SL5 9RR jobs@sunningdalegolfclub.co.uk www.sunningdale-golfclub.co.uk Closing Date for Applications: Friday 29th June, 2018 – 5pm

www.pga.info

S I T U A T I O N S

The Hertfordshire Golf & Country Club is looking for an enthusiastic Professional to be part of our coaching team who is sales and target focused to work at our club. You should be able to provide excellent customer service. You will be asked to develop the Junior Academy and promote Junior Golf around the local area. You will be enthusiastic, self-motivated and willing to work independently and as part of a team including doing other duties as assigned.

Forward all applications to: hertfordshire-leisuremanager@crown-golf.co.uk by 16 June.

Must be able to work weekends, especially in the summer months.

Birdie International Golf Academy, Guangzhou, China Full-time Teaching Professional required to carry out the following duties: Implement and execute all facets of the golf instruction programme; Train competitive junior players; Organise and coach group sessions for 10-30 children; Have knowledge of U.S. junior amateur golf tournament circuit.

Ability to use JC Video, GC2, launch monitors, and other modern training aids and video equipment in golf lessons.

Required: Minimum 3 to 5 years teaching experience; Class “A” PGA Certification. Compensation: One round trip ticket home every year; accommodation and food.

Contact: Catherine Ren at +86 1 890 223 9018 or email: qionglin2010@hotmail.com

Newmachar Newmachar Golf Golf Club Club wishes wishes to to recruit recruit aa 1st, 2nd or 3rd Year Assistant Professional.

1st, 2nd or 3rd Year Assistant Professional.

We We are are looking looking for for an an enthusiastic enthusiastic Assistant Assistant Professional Professional to be part of our Professional team to be part of our Professional team who who is is sales sales and and target target focused to work at our club. focused to work at our club.

You You should should be be able able to to provide provide excellent excellent customer customer service. service.

Newmachar will provide all training, equipment, Newmachar will provide all training, equipment, staff staff uniform uniform and and other other benefits. benefits. Forward Forward applications applications to: to: mike@newmachargolfclub.co.uk mike@newmachargolfclub.co.uk by by 25th 25th June.

June.

Newmachar Newmachar Golf Golf Club Club wishes wishes to to recruit recruit aa PGA Development Professional to PGA Development Professional to assist assist in in raising raising and and maintaining our high-class development programmes. maintaining our high-class development programmes.

Newmachar Newmachar is is looking looking for for an an enthusiastic enthusiastic Professional Professional to to be be part of our coaching team who is sales and target focused part of our coaching team who is sales and target focused to to work work at at our our club. club. You You should should be be able able to to provide provide excellent excellent customer service.

You will be asked to develop customer service. You will be asked to develop the the academy, academy, promote promote adult adult and and junior junior golf golf around around the the local local area. area. You You will will be be enthusiastic, enthusiastic, self-motivated self-motivated and and willing willing to to work work independently independently and and as as part part of of aa team team including including doing doing other other duties.

Forward applications to: duties. Forward applications to: mike@newmachargolfclub.co.uk mike@newmachargolfclub.co.uk by by 25th 25th June.

June.

The PGA Professional

| June 2018

V A C A N T

In just twelve months, Bunker Mentality has made enormous strides in developing our wholesale business.

We have generated some great PR coverage in the trade, consumer and social media, launched a vibrant, stylish collection for 2018 and secured a significant number of key retail partners in both the domestic and international markets.

As a result we are now looking for self-employed Sales Agents to represent us in the UK and Republic of Ireland.

Do you share our love of golf and a passion for fashion?

And the drive and determination to help build and share our success.

Are you a PGA Professional perhaps looking for a career change? If so, we want to hear from you.

Contact Brian Mair, Sales Director at: brian@bunker-mentality.com but only if you have the right Mentality.

Devoted to golf. Dedicated to style.

Closing date 25 June, 2018.

ROYAL ABERDEEN GOLF CLUB An exciting and unique opportunity for a Qualified PGA Assistant to work at the sixth oldest golf club in the world. Applicants must be well motivated, reliable, with strong customer service skills and an enthusiasm for retail, teaching which includes working with Trackman, custom fitting and repairs. Previous experience at a private members’ club is preferred, but not essential.

On-site accommodation available to successful applicant.

Apply with covering letter and CV to David Ross, Head PGA Professional at: davidross.pga@btinternet.com Closing date for applicants - Monday 18th June.

Supporting the relationship between PGA Professionals and the golf industry

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

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E M P L O Y M E N T

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

UK & IRELAND Tilsworth Golf Centre, Beds

Require an enthusiastic, pro-active and dedicated assistant/ training applicant to join our positive and ambitious team providing coaching, retail and full society management. Full training and on-going support, giving an excellent opportunity for successful applicant to develop within a forward-thinking and professional company. Email letter and CV to: tilsworth@foremostgolf.com Mark Janes Golf Academy, Kent

Training Applicant/First Year Assistant required for thriving academy. An excellent opportunity for a pro-active, forward thinking applicant to join a motivated, customer centric team.

Passion for long-term coaching career a must. Full training and on-going support given by Advanced Professional. Email CV and letter to mark@markjanes.com by 15 June.

High Elms Golf Course, Greater London

Looking for a registered assistant or trainee applicant for set days and hours in the shop and coaching opportunities. Please contact Michael Jones on 07732 911 563 or michael@crondon.com Foxhills Golf Club, Surrey

Seeks Senior PGA Professional to provide member clinics, private lessons and junior clinics and to assist with operations, retail, club repairs and custom fitting. Applications to hr@foxhills.co.uk.

Visit thefoxhillscollection.co.uk/careers Rufford Park Golf & Country Club, Notts

Assistant professional required to start or continue PGA training at a busy privately owned and very popular golf club. Excellent customer service skills are essential. Teaching opportunities available with superb facilities including a 16-bay floodlit driving range. Apply to james.thompson@ruffordpark.co.uk with letter and CV.

Exciting opportunity to join professional team at busy club.

Contracted shop hours, plenty of opportunity to develop coaching and play. Huge career potential for right candidate who must be organised, personable and willing to learn. Role involves high standard of golf operations. Apply with CV to: joey.harper@mytimeactive.co.uk before 30 June.

Hennerton Golf Club, Berkshire

Moreton Hills Golf Centre, Wirral

Upminster Golf Club, Essex

We are recruiting self-motivated, ambitious and passionate golfers who have a detailed eye for retail and experience in custom fitting golf gear. We are appointing for an assistant manager and also a professional golf advisor. Please send you application to simoncorp@majorgolfdirect.com

Looking for a part time PGA Qualified Professional or Registered Trainee to work in the proshop with opportunities of both junior group coaching and individual lessons. Applicant must be hardworking, enthusiastic and a team player. Email your letter and CV to jodiedartford@aol.com before 22 June.

Sidcup Family Golf, Kent

Marple Golf Club, Cheshire

Seeking a PGA teaching professional to join its team. The applicant will have use of the golf club’s driving range and indoor golf studio.

An excellent opportunity with unlimited earning potential for the right candidate. Please send your CV to: glenn@hennertongolfclub.co.uk

Sidcup Family Golf (BGL Group) are recruiting a full-time teaching professional at one of London’s busiest golf venues.

Comprising of 48 bay two tier range, 36-hole Adventure Golf and onsite American Golf shop. Do you have a passion for coaching?

If so then contact k.shill@sidcupfamilygolf.co.uk for further information.

Requires a PGA qualified club professional. Our current professional is moving on after three successful years. Register your interest by emailing your CV to chariman@marple-golf-club.co.uk.

We will then send out more details about the club, an outline of the role, and the club’s expectations of its professional.

Formby Golf Club, Merseyside

Training applicant/Registered Assistant required to work on a parttime basis, leaving plenty of time to play. Applicant must have high standards, be hard working and enthusiastic to develop their career.

Position available immediately. Send full CV to: mark.lawrie@denhamgolfclub.co.uk

A fantastic opportunity is available for a trainee PGA assistant to work at one of the most prestigious golf clubs in the UK. The candidate must have exceptional customer service skills.

Please send applications with CV and cover letter to: andrewwitherup@hotmail.com, Professional shop, Formby Golf Club, Golf Road, Formby, L37 1LQ. Leen Valley Golf Club, Notts

Leen Valley has an exciting opportunity at its brand new Toptracer driving range for a PGA trainee to work in the club shop and with the local community. Duties include 14 shop hours with opportunities for coaching following ‘get into golf ’ programme.

Contact Rob Leenvalleygolf@hotmail.co.uk before 1 July.

Welwyn Garden City Golf Club, Herts

Training Applicant/Registered Assistant required at this busy private members’ club, home club of Sir Nick Faldo. With a modern pro shop and excellent facilities including indoor studio.

Applicant must be hardworking, sociable and enthusiastic to develop their career. Position available immediately. Send full CV and references to professional@wgcgc.co.uk Thorpe Wood Golf Course, Peterborough

Thorpe Wood are recruiting a full-time teaching professional to join a PGA team and assist the launching and operating of a new academy. Facility comprising of a two-tier range, swing studios, public 18-hole course and American Golf. Please email with CV to Simon Fitton at simon@neneparkgolf.com by 22 June.

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Crondon Park Golf Club, Essex

Denham Golf Club, Buckinghamshire

Grimsby Golf Club, NE Lincolnshire

PGA Professional required with in-depth experience in coaching and custom fitting. Duties include member engagement activities, retail, custom fitting and tuition, Junior Academy and fantastic teaching opportunities. We have a state-of-the-art golf performance studio with GC Quad and FSX. Applications to Simon Jowitt: manager@grimsbygolfclub.co.uk by 15 June.

Mottram Hall, Cheshire

Golf Operations Assistant required at Mottram Hall, Cheshire.

40 hours/week permanent contract. Teaching available outside shop hours. More info and application details at below link or email Lee at lgmarshall@qhotels.co.uk Closing date 20 June.

Visit careers.redefinebdl.com/retail-assistant-golf-shop-13574.htm

OVERSEAS Al Hamra Golf Club, United Arab Emirates

Al Hamra Golf Club is excited to announce the exceptional career opportunity of full-time Assistant Golf Professional. Qualified candidates will thrive in a hospitality environment and be highly focused on providing superior service. For further information or to apply please contact karl.rowe@alhamragolf.com

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