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
AN INDUSTRY IN GOOD HANDS
Volume 15 Issue 4 May 2019
Mentoring the next generation MARKETING IDEAS THAT WON’T BREAK THE BANK
Create the right environment for women customers
HOW TO SELL MORE Your summer sales strategy
Michael Bradfield, Titleist PGA Assistant of the Year with Gavin Cook (left), his Training Professional
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14 FEATURES 17 AN INDUSTRY IN GOOD HANDS The role of Training Professionals
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
AN INDUSTRY IN GOOD HANDS
Volume 15 Issue 4 May 2019
Mentoring the next generation MARKETING IDEAS THAT WON’T BREAK THE BANK
31 EQUIPMENT Trolleys – power to the people
Create the right environment for women customers
5 ROBERT MAXFIELD COLUMN This month from The PGA’s Chief Executive 6 PGA NEWS A round-up of what’s happening across The PGA and its regions INTERNATIONAL 14 WORKING ABROAD Focus on Canada
TRADE 24 TRADE NEWS Product launches and retail news
50 YOUR BRAND Online strategies to build your personal profile
36 APPAREL Autumn/Winter 2019 women’s ranges
40 RETAIL How to Sell More: Your summer sales strategy
51 MAKING A SPLASH ON A BUDGET Strategies that work and don’t break the bank
42 DESTINATION GUIDE Lisbon 43 OFFERS Popular Portuguese resorts 44 DESTINATION GUIDE South Africa 45 TRAVEL BUSINESS Choosing the perfect venue
58 YOUR BENEFITS A selection of special deals and offers secured for you by The PGA RECRUITMENT 61 SITUATIONS VACANT New opportunities across the UK and Ireland FINAL THOUGHT 60 UK GOLF FEDERATION CEO DOUG POOLE Why the future is bright for PGA Professionals
HOW TO SELL MORE Your summer sales strategy
48 Creating a female friendly environment at your club PERSONAL DEVELOPMENT
28 TRADE Q&A Stephanie Zinser, chief executive, Lynx Golf
INSIDE THE PGA
16 MEMBER Q&A: Tristan Mullally, PGA Professional, making his mark in Canada
Michael Bradfield, Titleist PGA Assistant of the Year with Gavin Cook (left), his Training Professional
Front cover: An industry in good hands p17
The PGA Professional
The perfect match
Helping the golf industry do business
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F RO M T H E C H I E F E X E C U T I V E CO LU MN
Taking good care of our future As this year’s PGA graduates take the first step on their career journey, Chief Executive Robert Maxfield reflects on the important role Members play in mentoring and supporting the ‘next generation’
ne of the highlights of my year is the PGA’s Graduation to the game as a youngster and thriving within a junior section Ceremony, held in the magnificent surroundings of so that a career in golf is a natural step. But with the decline the University of Birmingham Great Hall. Watching in juniors playing the game this presents a worrying trend. as more than 140 students proudly accept their certificates and We have more jobs available than trainees to fill them and we join the ranks of qualified PGA Professionals, brings a great sense are now taking steps to try and address some of the challenges. of pride to everyone concerned. It never ceases to remind us We can’t solve them all, but we need to be smarter about how that the future of the industry and the PGA is in good hands. we recruit youngsters into our industry and be more mindful But with the pride and celebration, I am also mindful of of the experience we give them, especially in the early years. the great sense of responsibility we have as an Association. Modern communication methods – especially social Responsibility not only to these young people and their future media – are starting to prove more effective than traditional but equally to an industry, as recruitment advertising and we develop a workforce to best our Membership Services and serve an increasingly demanding Education teams are utilising We are indebted to those and ever-changing game. these channels more and more. It is a responsibility shared by Improved support and Training Professionals who our Members. Every trainee will education for our Training mentor our next generation have spent time in the tutelage of Professionals is top of our a Training Professional and now list of priorities, as is a better – and you should be proud of as they embark on their next stage matchmaking service, so that the great job you are doing of the journey, they will continue we provide every opportunity to be mentored and encouraged for finding the right placement by our more experienced for both trainee and PGA Members as they climb their way up the career ladder so that Member. Understanding the requirements of those looking they, too, one day will become that Training Professional. for a trainee and they in turn appreciating what is involved, It is an important cycle and one we need to nurture. We is fundamental to the success of the programme. are aware of the importance of trainees to the workforce As my own children get closer to an age when they too at clubs and within the ranks of the Association and we will need to decide their career choices, I understand the understand your concerns that recruitment of trainees is now importance of how a role model and mentor can make a not as straightforward as it may have been in the past. difference to a young person’s life. We spend many hours Both the Association and its Training Professionals need to at work and those early experiences in the workplace recognise the changing demands of the Millennial Generation. do much to shape our future. We are indebted to those Research of our 3-year trainees has shown us that they desire Training Professionals who mentor our next generation – a positive work-life balance and to work in an environment and you should be proud of the great job you are doing. which is supportive, dynamic with access to modern working methods and technology. Not always easy in a small golf club with an often over stretched professional staff. Recruitment to our training programme is also not as straightforward as it used to be. The large bulk of our trainees Robert Maxfield traditionally come from a golf club environment; introduced Chief Executive
The PGA Professional
P G A N E W S
Hanna takes up PGA First lady Captaincy role
ALISON JOHNS has made history after becoming the first female captain of the PGA Midlands region. In doing so, Johns will be the latest in a line that began in 1965 when Jack Hargreaves, a member of the 1951 Great Britain Ryder Cup team and long-serving PGA Professional at Sutton Coldfield Golf Club, was appointed. Fifty-one have held the role since then but, in becoming number 53, Johns, a former Ladies European Tour member and teaching pro at Woodhall Spa, Lincolnshire, will be the first female to do so.
Peter Hanna stands proudly in front of seven previous PGA Captains.
PETER HANNA (Lurgan Golf Club) is determined to promote the virtues of good, honest, hard work as he takes over the PGA Captaincy. The Northern Ireland golfer succeeds Royal Liverpool’s John Heggarty as the Association’s new captain and will take up the ambassadorial role from 2019 until 2021. “There’s no other way around it. If you want to do well, in any walk of life, you have to put the hours in,” said Hanna. “I am an ordinary working club professional from a normal golf club. I have worked hard to make a living and I’ve done reasonably well but I’m still going to be opening up the shop at 6.30am for the members at Lurgan. “When The PGA rang to offer me the position it was a major shock. “It just proves to people what can be achieved by putting in the time and effort.” Whilst he may consider himself to be 6
an ‘ordinary’ professional, Hanna has always been committed to developing the PGA and improving the lives of PGA Members. He has served on various regional, Irish and national committees in one role or another for the best of two decades, including two stints on the PGA Board. He was also the PGA in Ireland region captain in 2000. His elevation to the PGA Captaincy for a two-year term lifts him into exalted company alongside Fred Daly (47/48) and Ernie Jones (91/93) as only the third Irishman to take on the role. Robert Maxfield, chief executive of The PGA, added: “Peter is a well-respected PGA Professional who will be an excellent ambassador for the Association over the next two years. “He has served the Association at committee level both regionally and nationally and will prove to be a very popular captain just like his predecessor John Heggarty.”
PGA Midlands region captain Alison Johns
“It’s a great honour for any golf pro,” said Johns, “but to be first female to captain the region makes it even more special. It’s a really good thing for women and women’s golf.” Johns is no stranger to managing work commitments with other aspects of her life, not least her participation in the biennial World Transplant Games. “That’s a result of having a life-saving liver transplant after being given hours left to live,” she explained. “That was 10 years ago – I was fit and healthy and I contracted an unknown virus which attacked my liver. I was given five days left to live and put at the top of the register. “On my final day, my last few hours, they found me a good liver. It saved my life.” May 2019
N E W S PGA
McDonald claims Welsh honour LLANTRISANT AND enable us to do what we do,” Pontyclun’s John McDonald said McDonald, who learned has won the Wales Golf PGA his trade at Celtic Manor. Professional of the Year Award. “We try to cover every area The former Wales Golf of development. Rather than regional academy coach deany negativity about golf clubs livers golf to 18 primary struggling, we should all be and secondary schools in working together to encourRhondda Cynon Taff. He age more participation, more has also helped Llantrisant John McDonald retention in every golf club. and Pontyclun become a Golf “When I started there were Foundation HSBC Golf Roots centre and is four members between the ages of 17 to 30, one of the supporting PGA Professionals of now it is up to about 65, we are trying to the initial Golf Foundation Golf Sixes Pilot target that younger element which should in Wales. be easy if we can get a strategy in place and The number of active junior members has do it well. increased year on year since he took over, “If we all work together it is amazing what almost tripling in his first year, with a sig- we can achieve for golf. It is a lot more acnificant number of girls taking up the game. cessible than it has ever been, so hopefully “I really enjoy the development side of the future is pretty good for Welsh golf and coaching, with good assistant pros who junior golf in particular.”
Junior Golf Passport stamped for a journey into golf
THE NEW Junior Golf Passport for 2019 has been launched by the Golf Foundation which provides PGA Professionals with a learning resource to encourage more young people in golf. Each year the Golf Foundation introduces 500,000 youngsters to the benefits of golf, creating a player pathway from school sport to the golf club environment and regular coaching with PGA Professionals. The new 28-page booklet is rich in content with major modernisations to excite the next generation of players, aged six to 12, and their families. Meanwhile, the online version of the Passport has been revamped radically – becoming a resource now purely to support the PGA coach. A Coaches’ Locker Room and Shop are packed with coaching resources to facilitate the busy club professional and inspire his/her students as they learn the game. These include everything from achievement stickers to the introduction of a Skills for Life Medal so coaches/clubs can reward commitment and sportsmanship. All previous contents have been enhanced to take each child, step-by-step, through all the technical skills to play golf, from putting to the long-game, while guiding young players in basic course management, the Rules and etiquette, in a visually appealing way throughout. Martin Crowder, Head of Development for the Golf Foundation, said: “This is a brilliant resource for all junior-friendly golf clubs that tracks and rewards progression, while promoting greater engagement between golf clubs and families.” The cost of the Junior Golf Passport is £120 for a 12-month licence. Visit www.juniorgolfpassport.org to find out more or email email@example.com for more details.
The PGA Professional
Members’ Conference returning to Thailand THE PGA Members’ International Conference will return to the world-renowned Laguna Phuket Resort, Thailand for a third consecutive year. The annual Conference will be held from November 10-13 and will once again bring together PGA Members and delegates from all over the world. In addition to the education element and the chance to learn from golf industry experts, the conference affords delegates superb networking opportunities. More than 45 PGA Members and delegates from 16 countries attended last year’s event. Highlights included a presentation by highly-respected performance coach Ian Peek, while Richard Hughes delivered an engaging workshop about the impact of using modern technology. Matthew Davies, PGA Regional Manager (Overseas), commented: “The PGA Members’ International Conference continues to grow year-on-year and we are confident of putting on another fantastic event for all PGA Members to attend in 2019. “The conference is a great way to meet fellow Members, share ideas and learn from some of the most respected figures in the golf industry. “Last year we received incredible feedback from delegates and we hope this year’s offering will encourage even more Members to attend in November as we look to build again on last year’s success.” For more information about the 2019 PGA Members’ International Conference, and to register your interest, visit pgaconference.com. 7
P G A N E W S
Brodie begins Icelandic adventure GREG BRODIE beat off stiff competition from more than 40 applicants from 32 countries to become the new national coach of Iceland. In his role as sports director, Brodie will be responsible for golf in the country at all levels, from coach education and growing the game, to female participation and elite level, including the Olympics and World Championships. The 44-year-old, who is based at Foxhills
Caption to go here
Country Club & Resort, is one of only a few coaches to have the UKCC ASQ Level 4
“Firstly, we need to have a close look at the
certification. He currently heads up the Surrey
culture and performance systems and build
County boys under-16 squad and is a coach
some strong foundations for future success.
at Reed’s School, a high performance school programme.
“I feel the level four qualification and my PGA education and journey has really come
“I am truly honoured and privileged to have
to life with the challenges that this role creates.
been given this opportunity and my intent is
The Icelandic people are very special and I am
to build something very special,” said Brodie.
blessed to be here.”
Sarah the innovator PGA FELLOW professional Sarah Bennett has been the architect
Be part of UK Coaching Week THE PGA is once again taking part in Coaching Week 2019 which will highlight the important role coaches play in helping to create the conditions for people of all ages, gender and ability to thrive, as individuals, as groups and as communities. From June 3-9, The PGA will be showcasing the amazing projects and stories PGA Professionals are involved with. This year the campaign will adopt a much more specific focus, demonstrating the value of coaching to communities, and how coaching improves social connections and well-being. We want to hear how and why you are inspired to achieve and how your role is facilitating community well-being. If you want to be involved, please make sure you share your story with us by tagging @ThePGA on Twitter and using #CoachingWeek. You can also email firstname.lastname@example.org.
Enter your club into the Staysure PGA Trophy
of many golfing initiatives – now she is planning the East region’s inaugural women-only pro-am. Three Rivers Golf and Country Club – where Sarah is the head teaching professional – will be the venue for an intended 18-team event on Tuesday, June 25.
ENTRIES FOR the 2019 Staysure PGA Trophy have more than doubled on last year’s figure with over 200 clubs signed up for the tournament. The Staysure PGA Trophy is open to all PGA Professionals of any age and their amateur partner who must be over the age of 50.
Sarah’s own brand GolfingGirl, which she set up 10 years ago, is a
Seven regional qualifiers, played across Great Britain and Ireland, will
key sponsor. But she is also aiming to attract interest from her contacts
determine the pairs taking part in the Grand Final from July 30-31 at the
within the industry, who would like to help drive women’s golf.
London Golf Club near Sevenoaks, Kent.
Ladies clothing business Swing Out Sister have already committed to providing garments for the prize table. PuttOUT will be adding to the prize fund and hosting competitions during the day based around their training aids. Bennett said: “I’d like to encourage teams to come from outside of
This year’s tournament carries a £30,000 prize fund with the winner taking home £7,500. Benton Hall were the 200th club to enter the tournament in 2019 and PGA Professional Lee Cocker is determined to reach the Grand Final after his near miss experience in the National Pro-Am competition.
the region with their club professional. There will be a decent prize
He said: “After coming close a couple of years ago in the Lombard
fund on offer for the individual and team events for the professionals
Trophy (second on count back at the Regional Final at Walton Heath)
and a strong prize table for the amateurs as well as fun ancillary events.
for a place in Portugal, I’m very determined to try and go one step better
“It is a great playing opportunity for WPGA members and also offers the chance for them to bring valued clients and club members who may not have been to a pro-am format before. “Depending on scheduling, I would also like to think we’d maybe get support from one or two Tour players.”
in this event. “It will be great to represent my club at national level. It’s something I’ve never experienced. I would encourage any club to enter an event like this. You can never underestimate how much it means to the members.” Full details on how to enter can be found by downloading an entry pack at pga.info.
Scott Graham - PGA Professional Purley Downs Golf Club
my support Team Graphic Designer Business Development Consultant Central Invoicing Executive Buying Terms Manager EMP Marketing Editor
Foremost Golf For more information contact our National Business Development Manager, David Murch +44 (0) 7712 842 720 â€˘ email@example.com
P G A N E W S
On the move… The latest PGA Member appointments across the UK, Ireland and overseas
Top role for Coates Elliot Coates has been promoted as the new head professional at Royal Winchester Golf Club. He commented: “The support and guidance I had in preparing my business plan presentation from PGA Business Relationship Officer (BRO) Fiona Champness was excellent, as was the moral support from the Membership at Royal Winchester, and I can’t thank them enough.”
Robinson relishing Rockliffe venture Rockliffe Hall has taken on former European and World Boys’ champion Simon Robinson as its new head of instruction. “I’m delighted to have joined the golf team at Rockliffe,” said Robinson, who played on the European Tour in 2009 and 2010. “It’s a fabulous resort and the golf course and its facilities are exceptional.” Formerly from Sharpley Golf Club, Robinson has seven years’ experience as a golf coach and has plans for a variety of classes for all abilities.
Promotion for Boland The Aspiration Group, based in Tamworth, Staffordshire, has promoted Craig Boland to become its head of golf. After successful spells at Ombersley and Edgbaston, Boland joined The Aspiration Group in 2016 and was instrumental in developing golf coaching trips as well as organising and delivering major international golf events.
*Correction – PGA Master Professional Peter Ball is not the new head professional at Stanedge Golf Club as stated in the ‘On the Move’ column in the April edition of PGA Professional. Peter enjoys multiple teaching roles at a wide variety of facilities and he will continue to coach at Moor View as well as Stanedge under Fame Tate’s new ownership.
Paget adds Pachesham to academy portfolio MATTHEW PAGET, who heads up the academy and pro shop at Royal MidSurrey Golf Club in Richmond and three other golf courses in Kent and Sussex, has added Pachesham Golf Centre in Leatherhead to his MP Golf coaching and retail portfolio. Paget, who began his career at Royal Cinque Ports in 1991, has acquired the license to operate the Pachesham Golf Academy, where Justin Rose once had short game lessons from specialist coach Mark Roe. He has also taken over the management
of the former American Golf retail space at the site located close to Junction 9 on the M25 and the nearby A3. In addition to Royal Mid-Surrey, which has one of the most successful golf retail operations in the London area, Paget also operates flourishing pro shops in Kent and Sussex – Walmer & Kingsdown, Cherry Lodge and Nevill Golf Club. “I’m really excited at the prospect of taking on the challenge of growing the business at the Pachesham Academy and expanding the retail operation to its full potential,” said Paget.
Inspiring the next generation KIERON STEVENSON and his team
commenced in early 2018, they
of PGA Professionals at Royal
have dedicated over 400 voluntary
Troon Golf Club, Scotland, have
hours of free golf sessions at seven
been on a journey to stimulate
primary schools in the area.
interest in golf by introducing the
This has resulted in over
game to all local school children in
3,000 children being given the
opportunity to play golf during
The club has set up ‘The Royal Troon School of Golf’, open to all
curriculum time. The initiative is producing
boys and girls aged 5 to 12. Since
some excellent early results and
embarking on this initiative, which
there has been strong interest in
Royal Troon: Making golf fun, easy to understand and easy to learn
N E W S PGA
Time is almost up for Wixon NIGEL WIXON is retiring when he
most supportive and I want to go on
reaches the age of 70 in August
as long as I can.”
after 55 years as a PGA Professional.
Wixon became the first West Re-
Wixon began his career under
gion Member to be elected captain
the wing of Richard Bradbeer at his
at a members’ club in 2009. His son
home-town Bristol and Clifton Golf
David, a former England schoolboy
Club where he stayed for four years.
international and Somerset county
They moved to Burnham and Berrow
player, has been his Assistant for 18
in 1969 but three years later Wixon
years, while daughter Laura was an
was hired by Enmore Park where he
England girls’ international who won
has been based for 47 years.
three successive Somerset county
“It has been a wonderful club and
I have enjoyed every minute of my
His career was celebrated when
time here,” said Wixon. “I have thor-
he was honoured as the ‘PGA Pro-
oughly enjoyed my life at the club.
fessional of the Year’ at the West Re-
The members have always been
gion’s annual meeting in February.
membership of The Royal Troon School of Golf. 70 children, a third of which are girls, have now signed
Club record for evergreen Sharkey
up for 2019 programme of events which will begin in April and take place every Sunday throughout the Summer at the Club’s practice range. 2019 will also see the introduction of a pre-membership feeder system, where up to 50 children will be participating in weekday coaching sessions, preparing them for membership of the School of Golf. Head professional Kieron Stevenson and his assistants Adam, Gary and Euan have hugely enjoyed their involvement. Kieron explains “Attracting young kids into golf is absolutely essential as we as PGA golf professionals try and compete with other sports and activities. The idea was to make golf fun, easy to understand and easy to learn.”
The PGA Professional
JOHN SHARKEY has recently become the longest-serving club professional at The Links Golf Club, Newmarket. Jim Griffiths was the previous holder of the record, working at the Suffolk club from 1944 to 1971. But Sharkey is now in his 28th year at The Links, having started back in 1991. Sharkey was initially a junior member at the club, joining in 1975 and he subsequently did his training at the Gog Magog club near Cambridge before qualifying in 1980. Returning to The Links he has always been an integral part of the club. As part of the Greens Sub-committee he has seen a lot of course changes and has mentored nine trainee PGA Professionals. “I consider myself extremely fortunate to have been the pro here at The Links,” said Sharkey. “Initially it was a strange feeling to be informed of holding such a record. “But it is definitely a milestone I’m incredibly proud of. Here’s to the next 28 years!”
Carmarthen Coombs Experienced PGA Professional Clive Coombs has spoken of his delight after joining Carmarthen Golf Club. He said: “The club is a wonderful, historic and established golf club, with a spectacular golf course and breathtaking views.” Coombs has coached at the very highest level and is currently also working with the Glamorgan County team.
And in other transfer news… • Alasdair Danson-Webster has returned to the UK to become the new head of golf retail at Celtic Manor Resort, after eight years as head professional at Dubai’s Jumeriah Golf Resorts. • A 16-year spell at Bramford Golf Centre has ended for Shane Warren as he joins Fynn Valley Golf Club as head professional. • PGA Advanced Professional Rob Butterworth is now a golf professional at Torquay Golf Club having spent more than 14 years in a similar role at Churston Golf Club. • After more than 23 years as head professional at Brampton Park Golf Club, Alisdair Curry, 52, is on the move to Old Nene Golf and Country Club as their new golf professional. • A successful 19-year spell at Aylesbury Park Golf Club is over for 64-year-old Geoffrey Legouix who begins a new chapter in his career as a golf professional at Clandon Golf. • Neal Grist has moved into a general manager role at Southwick Park Golf Club, while Dave Smith has taken on a new role as club professional at The Hertfordshire Golf & Country Club • Adam Durie is the new head professional at Wakefield Golf Club, and Crue Elliott has taken up the same role at Pinner Hill Golf Club. If you would like to feature in this column, or would like to highlight a new appointment, send details to firstname.lastname@example.org
P G A N E W S
Your Toby Sunderland Award nominees THE SEVEN nominees for the 2018 Toby Sunderland Award have been announced. The award recognises an outstanding charitable act or contribution by a PGA Professional. There are seven awards, one for each region, and the overall winner receives £500 towards their chosen charity. Warren Sunderland (Toby Sunderland’s son) and Robert Maxfield will choose a winner which will be announced at this year’s Open Championship at Royal Portrush. Donal McSweeney (Ireland) has been nominated for his efforts in raising money to fund a special machine to help fellow PGA Member Ian St.John walk again. St.John had been left paralysed after taking ill with a debilitating disease in August 2016. Donal McSweeney
“Ireland is small country and Pros tend to help each other out so when Ian fell on hard times it was one of those things that seemed the right thing to do,” said McSweeney. “I would be very humbled and surprised if I was to receive the award. It would be great to raise awareness and who knows what doors it might open to help Ian or others.” Stewart Savage (Scotland) is a recovering alcoholic and has been using his own personal experience helping people with addiction issues. His voluntary activities are channelled through the Kirkintilloch Addiction Recovery Centre, a charity which received the Queen’s Award for Voluntary Service in 2011. Stuart said: “It would be a huge honour to win the Toby Sunderland Award and a nice thank you to our charity for all the hard work that’s involved helping individuals beating their addiction and becoming 12
useful members of society again and helping the families affected getting back on track.” Jonathan Pearce (North) worked tirelessly to raise funds for brain cancer charities before sadly passing away from the disease earlier this year. His illness and love of golf prompted the creation of a charity golf day which will take place in 2019 for the first time. Paul Simpson (East) has been a PGA Member for over three decades and during that time he has helped organise a long list of fundraising events to raise thousands of pounds for a wide-range of charities. Simpson, winner of the Toby Sunderland Award in 2004, said: “I don’t do it for recognition, but if I can put a smile on someone’s face who is suffering or try and make an individual’s life slightly better, then I feel I’ve made a difference.” Kevin Pitts (South West) has raised a remarkable £12,000 for the cancer ward at the Bristol Royal Infirmary Hospital. Pitts spent almost 100 days on the ward, mostly in isolation, as he underwent stem cell replacement treatment. Kevin Pitts
Pitts said: “To win the award would be a great recognition for the hard work we put in to raise this substantial amount of money and I hope we can break the £12k this year for a charity that is close to my heart.” Matt Johns (South) has been nominated after being named as the 2018 Charity Fundraiser of the Year for the South region. He has raise almost £150,000 for the Chris Aked Foundation, a charity close to Johns’ heart. David Edwards
He explained: “Chris and I became friends as junior golfers and subsequently worked together for 15 years as PGA Professionals at Royal Blackheath Golf Club. Former European Tour player David Edwards (Midlands) has facilitated over 20 charity events in 2018, one of which raised over £7,500 for Prostate Cancer UK. David commented: “As a PGA Golf Professional I am delighted to be a nominee for this year’s Toby Sunderland Award as Golf Professionals we are privileged to work in an industry where we can raise money for so many excellent Charities.” May 2019
Staysure PGA Trophy Returns in 2019 After the success of the 2018 Staysure PGA Trophy, Staysure and The Professional Golfers’ Association are proud to be delivering amateurs another great year of golf in 2019. The 2019 Staysure PGA Trophy is open to all amateur golfers aged 50 or over and features seven outstanding Regional Final venues.
2019 Regional Finals Schedule Ireland
Wednesday 29 May
Seapoint Golf Links
Tuesday 2 July
Monday 8 July
Thursday 11 July
Friday 12 July
Tuesday 16 July
Monday 22 July
Please ask your Club Secretary or professional for more details or visit bit.ly/staysuretrophy
The Staysure Clubhouse Join the Clubhouse for the chance to win exclusive golf prizes, plus enjoy many other golf related benefits and discounts on Staysure products! Win complimentary tickets to tournaments including the British Masters, BMW PGA Championship and Irish Open, VIP Hospitality at events like the Ryder Cup and chances to play alongside the professionals on the Staysure Tour and European Tour.
For more information please visit
Paul McGinley, Ryan Howsam & Colin Montgomerie playing at the 2018 Staysure PGA Seniors Championship
® PGA is registered trademark of The Professional Golfer’s Association Limited. Approved by the R&A for the payment of expenses – Rule 4-2g RA/4/2019. Staysure is a trading name of TICORP Limited. Staysure travel insurance is arranged by TICORP Limited which is registered in Gibraltar company number 111526. The registered office is First Floor, Grand Ocean Plaza, Ocean Village, Gibraltar. TICORP Limited is licensed and regulated by the Gibraltar Financial Services Commission no. FSC1238B and trades into the UK on a freedom of services basis, FCA FRN 663617.
National Club Golfer 203 x 265 v13.indd 1
I N TER NATIONAL WO R K I N G A B ROA D : C A N A D A
Canada calling! Boasting 2,300 golf courses and six million golfers, Canada is a great place to build your PGA career, providing you don’t mind the arctic winters
Devil’s Paintbrush Golf Club in Ontario is rated as one of Canada’s top five courses
hile compiling a list of successful Canadian professional golfers is marginally easier than famous Belgians, it is surprising that a country that boasts the second largest number of golf courses in the world has failed to provide more than a handful of major champions, and only a few more genuinely world class players. Moe Norman rarely played on the PGA Tour, but his record of 55 wins in Canada speaks volumes of his talent, while Stan Leonard’s record of 24 wins in Canada, but three PGA Tour wins, also suggests that Canadian golfers don’t travel that well. More recently, Mike Weir waved the Maple Leaf flag when capturing the Masters in 2003, and seven other career PGA Tour titles, while 21-year-old Brooke Henderson has won eight times on the LPGA Tour in the last four seasons, including the Women’s PGA Championship in 2016, and is currently 11th in the world rankings. The only male golfer inside the world’s top 100 is Adam Hadwin, with the Saskatchewanborn 31 year old currently ranked 73rd,
Cabot Cliffs in Nova Scotia is rated 46th best course in the world Brooke Henderson, Canada’s most successful ever female golfer, is coached by PGA Member Tristan Mullaly (see p16)
with one PGA Tour win to his name. Still, it’s not much to show for a country that lays claim to 5.7 million golfers and 2,298 golf facilities. The lack of world beaters is partly down to golf being an eightmonth-a-year sport in a country whose northern fringes reach deep into the arctic circle, while the dominance of ice hockey among school-age kids also means that a lot of talented sporty-types prefer to hit a puck with a stick into a goal rather than a ball with a club into hole. That said, all those golf facilities don’t
run themselves, and there is a demand for well-qualified PGA-qualified pros who don’t mind working indoors for a few months of the year – as the 23 UK-born members of the PGA currently working in Canada will no doubt testify. The PGA of Canada, which was founded in 1911, is the second oldest and third largest PGA in the world, with a current membership in excess of 3,500. Not surprisingly, given that many early Canadian pros had links to England and Scotland, its organisation mirrors that of our own May 2019
WO R K I N G A B ROA D : C A N A D A I N T ER N AT I O N A L CANADA FACT FILE
PGA Members’ experience
• 2,298 golf facilities. • 5.7 million golfers. • 60 million rounds played annually • 77% of clubs are located in Ontario, Québec, Alberta and British Columbia. • 90% of clubs (2,068) are open to the public. • 36% of courses only offer 9 holes, while there are nine 12-hole clubs. • 7% of courses are based in a hotel/resort or property development. • 26 new courses have opened since 2010 • 51 have closed since 2015.
Harry Brotchie, President, Lakeland Golf Management
VISA & WORK PERMIT REQUIREMENTS
In most cases, you will need a written job offer or contract of employment from your employer in Canada before you can apply for a work permit. A work permit does not let you live in Canada permanently. To do so, you must qualify under an immigration category as a permanent resident. Spouses and other immediate family members can travel with you on the one permit, although will need to apply for a separate permit to work themselves. A UK citizen can live for six months in Canada as a tourist before needing to apply for a visa for a further six months. For more details, visit www.canada.ca.
“Although I was born in northern Scotland, I came to live in
Canada when I was a young boy, when my parents moved here in the 1960s, and have lived in Manitoba ever since. I played amateur golf to a decent standard, and won the Manitoba PGA Assistants Championship twice and the Manitoba PGA Championship in 1975, but always knew that my career lay in developing golf and golf management, rather than playing. I started out hosting junior golf camps and rural clinics for the Manitoba Golf Association and Manitoba Ladies Golf Association, and became president of the Manitoba PGA in 1985. I served on the Canada PGA’s board for ten years, and became national president in 1993-94, during which time I was elected to membership of the British PGA and was honorary vice-president of the PGA of America. I was awarded PGA Master Professional status in 2003. I’m currently president of Lake Golf Management, a golf management company that has an interest in ten public and resort courses in Canada, including Tor Hill, Murray, Lakeview and Joanne Goulet courses in Regina; Harbour View and Tuxedo courses in Winnipeg; Grand Pines, Links at the Lake and Hecla courses in rural Manitoba. Golf in Canada is seen as a sport for life by the public, and enjoys solid financial support from government through many city, provincial and federalowned facilities that are open to the public. As in other parts of the world, competition, and increasing operating costs, are the biggest challenges to future growth, but the overall outlook remains largely positive. Canada has been a great place to develop my career, while the people are warm and friendly, and if you love wild open spaces, you’ll be very happy here.”
Kris McGowan, Director of Instruction, Power Golf Performance Centre, Ontario
“Ever since I was a kid growing up in Scotland, I’d always been PGA. The PGA of Canada’s teaching and coaching programmes are widely respected around the world, and the association’s education programmes have been re-launched for 2019, further cementing the PGA of Canada’s commitment to bettering the modern golf professional. As in the UK, golf is trying hard to stay relevant with young Canadians, although mounting pressure for new housing around the main cities have led to over 50 closures in recent years. They have been offset by half as many new openings, although these have mainly been restricted to high end venues, such as Cabot Cliffs and Cabot Links in the wilds of Nova Scotia, the former of which opened in 2015 and instantly earned favourable comparisons with Cypress Point in California thanks to its breathtaking string of holes along the jagged coastline of the Gulf of St Lawrence. Interestingly, for a country that covers The PGA Professional
played ice hockey, and been a big fan of the sport, so I was always intrigued about what it would be like to live in Canada. I first thought I’d come over on a holiday work permit for a year to see how I like living here, but I’ve never left. Canadians are extremely friendly, and it was very easy to settle to life here, and the opportunity to play and watch hockey, as well as develop my golfing career, made it easy decision to stay here. I currently own my own indoor coaching facility, Power Golf Performance, and have been very successful in the first three years. Like most people, I thought the long winters would prove difficult as a golf pro, but Canadians are so accustomed to indoor activities that I am extremely busy between November and May. Golf is a close second behind ice hockey as a participation sport in the summer, and it’s amazing how many younger people play over here, especially women. It’s a very social game at club level. I would say one benefit to our PGA Degree Programme back in the UK is that it gives us the upper hand on Canadian PGA professionals, and, along with plenty of hard work, I think that is why I have been able to succeed here.”
3.8 million square miles, and is not short on outdoor space, over a third of all golf courses in Canada offer just nine holes, which means that golfers can get a quick game in during the reduced daylight hours of winter without feeling that they’ve been short changed. The winter months also provide plenty of time for golfers to book
up a course of lessons, and get in plenty of practice at driving ranges, all of which helps keep the tills ticking over when the courses are frozen over.
Current job vacancies for PGA members in Canada can be found at www.pgaofcanada.com/jobs 15
I N TER NATIONAL I N T E RV I E W
Q&A Mounties get their man PGA Member Tristan Mullally, left his native Ireland to become head coach for Canada’s Women’s Olympic, Professional and National Amateur teams
the coaching association of Canada. Because of the short season, it can be hard for clubs to prioritise the next generation of golfers, but there are more Canadian Professionals on the PGA Tour and the LPGA Tour than ever before, which is driving interest
What attracted you to working in
and participation at all levels.
I’ve been lucky enough to work with
I was born and grew up in Ireland, and started
a lot of talented young players, including
out my PGA career as an assistant at Royal
Brooke Henderson, who joined the team in 2011 when she was 13. She went on
Portrush, before moving on to head professional Tristan Mullally
roles at Moyvalley and Slieve Russell. I’ve always
become the world’s top amateur, and is now competing successfully on the LPGA Tour
travelled abroad to expand my horizons and my skills, so when I saw a job advertised for a
I am the technical lead coach for Canada’s
and is currently 12th in the world rankings.
lead coaching role with Golf Canada in 2011,
national team, so most days I am coaching.
There have been lots of other successes, with
with a view to taking a team to the Olympics
I organise player schedules and co-ordinate
the likes of Alena Sharp, Sue Kim, Augusta
in Rio in 2016, I jumped at the chance, and
our support staff in areas such as physical
James, Rebecca Lee Bentham and Brittany
have been here ever since.
and mental training. I am on the road about
Marchand all now among the pro ranks.
Canada has a history of excellence in sport,
130-150 days a year with players in training
but at the time there were very few players who
and in competition. When not travelling, we
How does being a PGA Pro differ
were progressing to the top tiers of amateur
use technology to stay in touch and monitor
in Canada compared to the UK?
and professional golf. The job offered me the
performance. I will often visit players at
As a PGA Professional you are expected to be
chance to work at the junior and national
their home, at school, and at provincial
an expert in many areas. In the UK and Ireland
level, coaching Canada’s next generation
tournaments, rather than just Team Canada
there tends to be a smaller staff with more of
of elite players. Over the last eight or nine
events, because it’s important to see them
a spread of duties. In Canada, professionals
years I have coached players and teams that
in a variety of settings. It makes for a busy
typically specialise, with more golf directors,
have competed at World Championships,
schedule, but it also allows us to have a better
full-time coaches and club fitters.
Pan-American Games, the Olympics, and
picture of the player, so we can help them get
numerous major championships, which has
to the next level.
What does a typical day involve? Mullally coached the Canadian women’s team at the 2016 Rio Olympics
What advice would you pass on to other PGA Member who may be
been very rewarding. What is the best part about
interested in working in Canada?
working in Canada?
If you are willing to make the move and work
There are so many opportunities here if you
hard, there are tons of opportunities here.
are willing to work hard. On a more personal
Although the visa system is complicated, work
level, the scale of the country and the vastly
permits are available for those with expertise.
different landscapes are phenomenal. The
The PGA of Canada has a great job post
winter weather is brutal though, so I’m glad
listing, so my advice would be to get your
I get to travel abroad quite a bit during the
paperwork in order and start there.
coldest months! Where do you see yourself in five
How would you rate the current
strength of golf in Canada?
I am passionate about player development and
The PGA of Canada and Golf Canada have
coach education, so I will continue to work
worked very hard to streamline systems for
in those areas. Five more years of knowledge
professionals. The education stream is one of
and experience will hopefully help me do a
the best in the industry and is sanctioned by
G R A D U AT I O N 2 0 1 9 â€‚ F EAT U R E
An industry in good hands
Top of the form (from left): Ben Wilkinson, Michael Bradfield (Titleist PGA Assistant of the Year) and Fame Tate (PGA Female Assistant of the Year)
One of the proudest days in the annual PGA calendar is the graduation of more than 140 Assistants as they embark on their future careers. It is a day which is testament not only to the work of the PGAâ€™s training academy but to the support network of Members who mentor these future PGA Professionals. We look back at the day and the important role PGA Professionals play in mentoring the next generation.
F E ATURE G R A D U AT I O N 2 0 1 9
Whitcombe Cox Trophy and a cheque for £3,500 from Titleist brand director Michael Creighton and PGA captain Peter Hanna in recognition of his achievement. But that was not the 32-year-old’s sole reason to celebrate. His bank balance was given a further boost when Conor Dillon, GolfPride regional manager EMEA, handed him a cheque for £1,500 for winning the GolfPride – Equipment Technology and Custom-Fitting Award.
The PGA graduates will play an integral part in the game’s future
he latest recipient of the Titleist PGA Assistant of the Year award, Michael Bradfield, has described his qualification as a PGA Professional as a ‘golden ticket’ to the golf world. Similarly, Fame Tate, a former Ladies European Tour player and winner of the PGA Female of the Year award, admitted she would have been ill-equipped to embark on the latest chapter of her golfing career had it not been for her PGA training. Both were speaking after the Association’s annual Graduation Ceremony in the Grand Hall at the University of Birmingham, which was attended by 116 of the latest crop of 140 PGA Assistants who have successfully completed the three-year training programme. During it, Bradfield, who trained at Elie Links in Fife, Scotland, collected the
Titleist brand director Michael Creighton
Meanwhile, Tate was presented with the Beverly Lewis Trophy by the former PGA captain and a cheque worth £1,750 from Ladies European Tour director Mike Round. In addition, the 38-year-old earned £1,500 for finishing third behind secondplaced Ben Wilkinson and Bradfield in the Titleist-sponsored rankings. In total, longstanding PGA Partners Titleist put up £15,000 in prize money that was distributed among the top 15 in the rankings. Commenting on the importance Titleist places on its relationship with The PGA and its Members, Creighton said: “The PGA graduates will play an integral part in the game’s future and we wish them every success. “Everybody at Titleist looks forward to working with them in their future careers as May 2019
G R A D U AT I O N 2 0 1 9 F EAT U R E
Class of 2019: This year’s proud graduates gather for the traditional group photo on the steps of the Great Hall at Birmingham University
CONFIDENCE IN THE FUTURE His comments were echoed by PGA chief executive Robert Maxfield who said: “Graduation day is always inspirational and gives me great confidence the game of golf is in good hands for generations to come. “The quality of the graduates coming through our PGA training programme is second to none and there’s no doubt they are at the beginning of their careers which could take them to almost any corner of the world. “I congratulate each and every one of them for their hard work and effort they have put into obtaining the qualification. I The PGA Professional
Graduation day is always inspirational and gives me great confidence the game of golf is in good hands for generations to come
we work together to help golfers shoot their best scores.”
Robert Maxfield, PGA Chief Executive
wish them all success wherever the game of golf takes them.” The 400-strong audience of graduates, their family members and friends gathered
Robert Maxfield addresses this year’s graduation ceremony
F E ATURE G R A D U AT I O N 2 0 1 9 Titleist PGA Assistant of the Year – The Whitcombe Cox Trophy Ranking
Champions (UK) plc
Lyme Regis Golf Club
Conwy Golf Club
Banbridge Golf Club
Heswall Golf Club
Girton Golf Club
in the Great Hall also heard Hanna give his first official speech since succeeding John Heggarty as PGA captain. He, too, congratulated the graduates on their achievement in becoming fully qualified PGA Professionals and said: “Those three letters, as I’m sure you will all know, carry enormous weight in the world of golf. To have them alongside your name is something you should be incredibly proud of.” PLAYING YOUR PART AS A TRAINING PROFESSIONAL Tristan Crew, PGA Executive Director – Member Services, highlighted the important role training professionals play in the development of the next generation of PGA Members. “Graduation is arguably one of the most special and significant days in The PGA’s calendar. More than 140 trainees graduate from their foundation degree and thereby fulfil the educational criteria for future Membership of The PGA. Only the small
step of recommendation to Membership remains, prior welcoming these graduates as Members of the oldest PGA in the world. “The training professionals have provided a fundamental part of the education process which undoubtedly will have had a huge influence on the career success of these individuals. The time and effort that these training professionals have committed is wholly appreciated and they can be proud that they have not only provided invaluable
The training professionals have provided a fundamental part of the education process which undoubtedly will have had a huge influence on the career success of these individuals
MISSION ACCOMPLISHED Scottish golf professional Michael Bradfield has achieved a goal he set himself a year ago by winning The PGA’s most prestigious award for its Assistants. Bradfield, who trained at Elie Links in Fife, Scotland, and has subsequently moved to The Dutch Golf Club near Amsterdam in the Netherlands, has been named Titleist PGA Assistant of the Year. In addition, he won the GolfPride – Equipment Technology and Custom-Fitting Award. He was presented with both awards during The PGA’s annual Graduation Ceremony at the University of Birmingham where, 12 months ago, the seeds of his success had been sown when he was named the leading second year PGA Assistant. “I was top for the second year and that was the point when I thought if I work hard during the third and last year I’ve got a real chance,” recalled the 32-year-old. “I came to the ceremony last year, saw who won it and thought that would be a fantastic opportunity. I worked hard and it has certainly paid off – I’ve been walking on air for the last few months.” Bradfield acknowledged, however, that his success was not solely down to him and paid tribute to Gavin Cook, the head PGA Professional at Elie Links. “Gavin was my employing professional throughout my training
input but also assured the maintenance of standards and hence the reputation of the PGA Professional. This reputation is one that has been built over decades and extends beyond the shores of Great Britain and Ireland, to recognition by the global golf industry. “To the training professionals, I offer my sincerest thanks for your ongoing commitment in developing the PGA Professionals of the future and hope that we can rely on your continued support over the coming years.”
Tristan Crew, PGA Executive Director – Member Services
G R A D U AT I O N 2 0 1 9 F EAT U R E
Michael Bradfield, recipient of both the Titleist PGA Assistant of the Year and the GolfPride Equipment Technology and Custom-Fitting Award
and became much more than my boss,” he added. “During my time at Elie he swapped between several different roles. Not only was he a fantastic mentor, he was my coach, accountant, mechanic and even occasional drinking partner! I will always be extremely grateful for everything he’s done for me.” Bradfield also cited Julie Otto, the 2015 Titleist PGA Assistant of the Year who coaches at Elie Links, as a major influence. “Julie stood on this stage four years ago and helped me greatly
throughout my training,” he said, addressing the 400-strong audience in the University’s Great Hall. “I’ll always remember the support she gave me.” Bradfield, who gained a degree in marketing and economics before embarking on The PGA’s three-year training programme, spent almost four years at Elie Links before heading for Holland two months ago. In doing so, he endorsed the comments made by PGA chief executive Robert Maxfield in his introduction to the ceremony.
“Many of you will seek fame and fortune outside the borders of Great Britain and Ireland and will take your knowledge and enthusiasm to every corner of the globe,” said Maxfield. “In the early years of the Association, PGA Members helped establish other PGAs. These included the PGAs of America, Australia and Canada. “Today, our Members travel east where there are huge opportunities and I’m proud to say we now have more than 1,500 Members working in 80 countries worldwide.” Maxfield also described the PGA’S training as second to none and added: “Today’s graduates have become PGA Professionals knowing they have come through the best training programme in sport. They can go forward with the confidence of knowing they are the best.” It’s a belief shared by Bradfield who added: “Qualifying as a PGA Professional opens so many doors in the golf industry. “I’ve always felt doing a few years coaching and some hands-on experience abroad, which I’m getting, would be useful. But I see myself going into management in the long term. However, I have friends who are PGA Professionals and they are all doing different things. Some are working abroad, others custom-fitting or coaching. The bottom line is, if you do the PGA qualification it’s a golden ticket to working in the golf world.”
PGA Advanced Professional, Gavin Cook, has helped
of a PGA Professional should be and how the job should
develop the careers of nine trainee professionals during his
be done. Seeing trainee professionals go on to achieve
time at Elie Sports Club in Fife.
other things both in and out of golf and also hopefully
“The main requirement for us is to lend with practical training and act as a sounding board,” revealed Cook. “Others needed much more involvement, encouragement and micro managing to ensure they were up to speed
passing on some life skills along the way can
Engage with your training assistants
and work was handed in on time.
support and advice when required, help out
“I believe the training professional can have a huge
be very rewarding. “By providing help and support you can not only set them off on a path to future success, but also gain a lot from it yourself along the way. Having an Assistant Professional working for you is very much a two-way street.
“The more engaged they are with the training and job
influence on a young Assistant, not only with regards their
in general not only the better they’ll be at it, also the better
training, but also in shaping what they believe the role
it’ll be for the work environment and also your business.”
The PGA Professional
PGA Advanced Professional, Gavin Cook
F E ATURE G R A D U AT I O N 2 0 1 9 FAME-CHANGER The PGA Female Assistant of the Year, Fame Tate, has wasted no time in putting into practice the lessons she learned while training to become a PGA Professional. Tate, who was presented with the Beverly Lewis Trophy during The PGA’s annual Graduation Ceremony at Birmingham University to mark her achievement, has bought a golf club. The purchase of Stanedge Golf Club, a nine-hole course in Derbyshire’s Peak District, has come within months of Tate, a former Ladies
European Tour player, completing the three-year programme and she admits, professionally speaking, it has been a real eye-opener. You name it, the 38-year-old tackles it – whether it’s working on the course itself, serving behind the bar or painting the locker rooms. “I have my level two in food and hygiene and I’ve applied for a licence to sell alcohol,” explained Tate, after receiving her award that, ironically, is sponsored by the Ladies European Tour.
PGA Female Assistant of the Year Fame Tate will be learning many more skills on the job as the new owner of Stanedge Golf Club
Alasdair Good is the Head PGA Professional at Gullane Golf Club, one of Scotland’s most prestigious member clubs. He is renowned for providing PGA Assistants with their first step on the career ladder. “The role of the PGA Professional in the introduction to, development of and bringing through the next generation of PGA Members is fundamental to the success of those individuals and importantly that of the Association. Hugely “It is hugely rewarding taking in young people full of potential, training them up to be some of rewarding the best in the industry, then seeing them making their way at the highest levels all over the world. “I strongly believe every pro’s business would improve by having better trained, more knowledgeable supported staff. Not only would their business improve, but by staying current, their own knowledge will improve and help take their business, their club and The PGA forwards to meet the future challenges and opportunities.”
“I’ve also had to learn health and safety in the workplace. They are all things I never ever imagined doing – every day is a school day really!” Then there’s the business aspect of running the club – a discipline Tate acknowledges would have been way beyond her comfort zone had it not been for her PGA training. “If you’d asked me to do this two years ago I would not have felt comfortable at all,” she admitted. “I think people view The PGA course as being all about golf coaching but that’s not the case. It provides you with everything. It’s enabled me to have the confidence to run my own golf club, particularly from a business point of view. “Obviously there are skills I still need to learn but The PGA course gave me the necessary ones to get going, even ironically, down to the business plan we had to provide in year three. “That involved focusing on the golf course and what you do increase junior and adult participation, like family golf. That’s what I intend to do here, so that was very useful.” In addition to the business elements of the course proving a treasure trove of information for Tate, she found other parts of it stimulating. “I really enjoyed custom-fitting and the equipment technology side,” she added. “I found that quite fascinating.”
Head PGA Professional at Gullane Golf Club Alasdair Good, centre, pictured with trainees
G R A D U AT I O N 2 0 1 9 F EAT U R E
GET INVOLVED All of which was a world away from Tate’s six years on the Ladies European Tour which were ended by a shoulder injury. Two operations have followed, the most recent in 2017, and prior to taking the PGA route she started the Fame Golf Academy and was charged with boosting women’s and junior golf at Tapton Park Golf Club, Chesterfield. Coaching will play a big part in her role at Stanedge but she will have some top class assistance in the form of Peter Ball, a PGA Master Professional who helped put 2016 US Masters champion Danny Willett on the road to stardom. “I got to know him through The PGA programme,” explained Tate, who also finished third in the Titleistsponsored PGA Assistant of the Year rankings. “He’s really helped me through it – a number have in fairness. But because Pete comes from Sheffield and is local, we’ve ended up doing some work together. “We worked at the special Olympics and he’s agreed to help me at Stanedge. We work well together and I can’t do it all on my own. “Nevertheless, this is exciting. I think about this every minute of every day. It’s the first thing I think about when I wake up and the last thing on my mind at night.”
The PGA Professional
Taking on a training assistant
The role of Training Professionals in mentoring and supporting their young Assistants is hugely rewarding
ssistants on the Training Programme are studying part-time primarily via distance learning and will be working in a golf environment for a minimum of 30 hours per week, under the guidance of a PGA Qualified Professional. The Training Professional plays an important role in ensuring the Assistant is successful whilst on the programme. The Academy provides the theory for the Assistant to be successful and the Professional facilitates the theory to be put into practice. It is the intention that as your Assistant learns more on the programme he or she can become a successful and valuable member of your team or business and become a valued member of the Association once the course is successfully completed. Your role is more than just the employer. You are an experienced practitioner who can both help with the realities of being a golf professional and act as a mentor throughout the training period. Your Assistant needs your help and guidance. Your experience is invaluable! As a PGA Professional you are best placed to understand and to pass on the knowledge that is required to be successful in the diverse business of being a PGA Professional. To become a PGA Professional requires your Assistant to develop knowledge in all aspects of golf, as well as management and communication skills. Your Assistant is expected to maintain the high standards of behaviour expected of a PGA Professional. These skills are best learned on a day to day basis and it is the PGA Professional who is best placed to deliver this. A more detailed breakdown of the roles and responsibilities of the Training Professional, Assistant and Training Academy can be found in the members’ area of the PGA website. If you are interested in taking on an Assistant or require any further information please get in touch by calling the Training Academy on 01675 47033 or email us email@example.com
T RA DE N E W S
Titleist unveils ultra low-spinning TS4 Driver TITLEIST HAS added a third model to its
that it’s no longer a one or two-horse race.
popular TS driver range following the launch
While we know most golfers find their best fit
of the TS4, a ultra low-spin design that will
in a TS2 or TS3 driver, there is a percentage
be available at retail from July 27.
of players out there with distinct performance
The TS4 driver, which made its debut
needs, such as aggressive spin reduction,”
on tour at last month’s Valero Texas Open,
Talge said. “If you want to hit it longer, but
provides golfers seeking ultra-low spin per-
are having trouble controlling spin off the tee,
formance with the speed and distance gains
TS4 was made for you.”
that have made Titleist TS2 and TS3 the
He added: “When it comes to ultra-low
most played driver models on the PGA Tour
spin drivers, there’s always going to be some
trade-off in terms of MOI. But for those
Boasting a 430cc head, a thin tita-
golfers who create too much spin because of
nium crown (20% thinner than the 917
the way they deliver the clubhead, we know
drivers, and thinner, faster face, the TS4
neutralises spin to produce a longer, more
through our player testing that TS4 can give
challenges the idea that a driver designed for
piercing ball flight.
them greater distance consistency versus what
extreme spin reduction can’t produce high ball speed.
“TS drivers have exceeded all our expecta-
they would see in a higher-MOI product.”
tions both on tour and with golfers around
Available in 8.5, 9.5 and 10.5-degree
It achieves this through technologies
the world,” said Josh Talge, Vice President
heads, (LH 9.5 only), the TS4 boasts a Sure-
developed through the ‘Titleist Speed Proj-
of Marketing, Titleist Golf Clubs. “When it
Fit hosel enabling 16 independent loft and lie
ect’ with a low, forward centre of gravity that
comes to driver performance, TS has shown
settings. It has an RRP of £499.
Frost receives warm reception with Sure-Set AN INNOVATIVE training aid created by PGA Member Dan Frost is enjoying strong sales in the US after capturing the imagination of the golfing public and PGA Pros. Sure-Set, which was invented by UK-based Frost, is a training aid designed to simplify learning the most important moves in the golf swing, and is enjoying strong sales in the US following a retail partnership with Revolution Golf and The Golf Channel. Sure-Set, which was short-listed for the New Innovation Award at the PGA Merchandise Show in 2016, went on sale just before Christmas in America and sold out in the first few hours of airtime. Frost said: “I designed the Sure-Set to help golfers to take away the unnecessary complexity that is often the inhibiting factor when it comes to finding your ideal swing. I like to think it as the training wheels of
the golf swing, creating a repetition-based routine that establishes a new player swing behaviour and allows the golfer to perform on automatic pilot always knowing it will be there if you need a quick reminder.” Frost partnered with Golf Channel presenter and PGA Master Professional Martin Hall to demonstrate the benefits of Sure-Set to the wider global audience, including amateurs, professionals and coaches. Sure-Set is available to buy in the UK from www. sure-set.co.uk, priced at £89.
N E W S T RA DE
Foremost Golf Industry Member Awards RETAIL AND marketing services
finished second the last two years, and
group Foremost Golf has announced the
something I’m very proud of,” said Rich-
winners of its Industry Member Awards
ardson. “Really embracing Foremost’s
EMP services, like the newsletter and
The awards recognise some of the
video monitors, has been a crucial part
most dedicated Foremost member pro-
of our business, keeping our members
fessionals and are awarded based on a
informed and engaged with the shop.”
thorough and transparent point-scoring
Andrew Earlam capped off a fantas-
tic year at Saddleworth Golf Club in
Pat Smith, from Kidderminster Golf
Lancashire by winning Breakthrough
Club, in Worcestershire, received the
Professional of the Year, an award which
most coveted award – The Foremost
recognises members that have recently
Professional of the Year.
made significant improvements to their
Commenting on his award, Smith
said: “Winning this award means everything to me, and I could not have done it without the hard work and support of my team. To be recognised as Pro-
In 2018, Earlam modernised and Pat Smith (right) received The Foremost Professional of the Year award from Foremost Managing Director Andy Martin
Andy Martin, Foremost Managing Direc-
expanded golf services to his community by opening a performance studio and fully utilising EMP to engage with cus-
fessional of the Year really shows that we are
tor, commented: “Pat is a worthy winner, as
moving in the right direction and all our hard
a team player and real ambassador for the
“I’m absolutely delighted to win the award,
work has paid off.”
group we are delighted that he is a Foremost
it’s not something I expected to get after just
two years here at Saddleworth, but it’s a great
As an extremely proactive Foremost mem-
tomers and promote his new facility.
ber, Smith supports the Elite Marketing
EMP Professional of the Year was awarded
reward,” he said. “I’ve worked really hard to
Programme and approved partner suppliers,
to Andrew Richardson from Blackpool
build up the membership and earn the trust of
as well as taking a leadership role within the
North Shore Golf Club. “It’s a great achieve-
the club and committee, so I’m excited about
group by presenting at member workshops.
ment, which means even more to me having
what the next 12 months will bring.”
Titleist pushes boundaries with CNCPT irons TITLEIST HAS unveiled two new irons
– an average of 100g per head –
that push the limits of performance, design
produce higher launch, greater distance and
and manufacturing, with no cost limits and
more forgiveness across a wider area of
using the best materials.
The new CNCPT CP-01 and CP-02
The CP-01 is the larger, more forgiving
irons will cost up to £3,500 for a seven-club
of the two irons, and offers higher launch.
set when they go on sale this month for
The CP-02 offers similar ball speed, but in
custom orders only.
a more blade-like head, with less offset and
Both models build on the platform of the brand’s C-16 iron, and feature the thinnest
more workability. CNCPT CP-01 and CP-02 irons on sale for custom orders this month
“CNCPT is an idea, a promise,” said
unsupported, constant-thickness face in
Kelley Moser Jr, Titleist’s brand manager for
golf, made possible only through the use of
a rare, super strong alloy never before used in club manufacturing.
“It’s our answer to ‘What if?’ What if our R&D engineers could bring their dreams to
The Super Metal L-Face Insert produces
reality, using materials and processes never
ball speeds never previously seen off the face
before used in golf? We promise to provide
of an iron.
them all the resources they need, so that
Large amounts of high-density tungsten
The PGA Professional
CNCPT will always deliver the ‘wow’.”
T RA DE N E W S
ProQuip to distribute Zero Friction range PROQUIP HAS added to its growing stable of brands by acquiring exclusive distribution rights to Zero Friction products in the UK and Ireland. The deal will see ProQuip stocking a range of innovative highperformance accessories, including the patented Zero Friction Tee, the leading performance tee on the PGA Tour, with 70 wins to date. Russell Brooks, general manager at ProQuip Golf, said: “Zero Friction is best known worldwide for establishing the performance tee market and delivering real benefits to golfers through game-changing technologies. Today, this ethos carries through its entire product range and represents an exciting opportunity for ProQuip and our customers. The UK range will include onesize-fits all compression gloves, Storm rain gloves, performance tees, mattefinish coloured balls and multi-product blister packs that are ideal for the gift or corporate golf markets.” ProQuip will use its existing sales team of agents across the UK to market Zero Friction products to green grass retailers, on-course and off-course accounts. To enquire about stocking Zero Friction, contact ProQuip on 01228 210551 or email info@ proquipgolf.com.
Mizuno upgrades custom-fitting technology
Mizuno has improved the functionality of its Shaft Optimizer
MIZUNO HAS unveiled a major upgrade to its long-established Shaft Optimiser custom-fitting tool that uses a built-in gyro and transmission via Bluetooth to the Swing DNA
club’s swing plane to now be measured in 3D
software to digitally recommend more accu-
space, along with shaft dynamics, ignoring face
rate lie angles.
rotation through impact for a more accurate
Measuring five critical dynamics within the
lie angle reading. Using a combination of the
swing, the Optimizer is able to recommend an
Gyro and strain gauges which run throughout
iron shaft best matched to any golfer’s move-
the shaft, Mizuno is now able to capture 40
ment. Mizuno measures every shaft in-house
data points from every swing.
to establish a map of EI curves to which it then
“Establishing the correct lie angle is one of
matches the swing profiles. The new Bluetooth
the hardest elements of iron fitting because
Optimizer enables Mizuno’s club fitters to cap-
of false strike board readings,” says Bill Price,
ture swing data directly to the software, run
Director of Fitting at Mizuno. “Most golfers
from an iPad or iPhone.
find it uncomfortable to make their normal
The latest upgrade sees a Gyro added to the
swing through the board, while players who
Optimizer’s existing strain gauges, which will
swing across the line get false readings caused
allow fitters to recommend a far more accu-
by too much face rotation. By embedding a
rate lie angle than the traditional method of
Gyro within the Shaft Optimizer, we’re able to
lie tape and strike board. The Gyro enables the
overcome both issues.”
Prak-Tis makes perfect for Bennett PGA AND European Tour coach Jeremy Bennett has designed and created training aids to help players with their long game, short game and putting. Suitable for right and left-handed players of any age and gender, Prak-tis was created to help perfect every shot in the bag. The aid lays flat on the ground and uses a vertical and horizontal system to help consistently guide a player into their perfect set up. There are recommended distance from the ball ‘zones’ on the vertical rule, whilst the ball position, width of stance and foot angles are provided on the horizontal rule, they hang inside the bag neatly on a buckle provided. Prak-tis Putting Aid has three main functions; to perfect the path of stroke, to set up identically and optimally every time and to aid green reading. The visual template takes care of the stroke which is a 13-degree arc, back and through, the ball position and width of stance rules ensure the same set up every time. There are also two dummy holes included for pace control.The putting kit fits neatly into the large pocket of the golf bag. “When Prak-tis is demonstrated during a lesson, your client will want to purchase one showing added value and commitment from you as a coach ensuring your client practices perfectly every time,” said Bennett, who has coached Nick Faldo, Seve Ballesteros and Bernhard Langer. For more information, call Jeremy Bennett on 07963 453292 or visit www.prak-tis.com.
N E W S T RA DE
Surrey pro thinks ‘inside the box’ to develop new mobile coaching facility PORTABLE GOLF range
build and pros looking
new shipping containers
to enhance their teaching
have been launched to
facilities, BoxGolf offers
provide dedicated space
the perfect solution, as well
for coaching, fitting and
as opportunities to gain
practicing golf at locations
lacking teaching facilities,
options, for one, two or
BoxGolf is the brain-
four bays, enable custom-
child of PGA Professional ton Golf Studio in Surrey,
“The various bespoke
plus corporate events.
Jon Wells, owner of Surbi-
ers to personalise the unit to their exact specifications,
BoxGolf’s self-contained swing studio
including adding golf club
and he believes there is a
or business logos for a
gap in the market for the niche range solution
TVs. Collapsible overhead and side awnings
to help fellow professionals and those staging
offer protection from the elements and fold
The containers vary in size from the entry-
large scale events.
away after use, keeping expensive golf technol-
level unit at 10 square feet to a deluxe 40-foot
ogy and equipment secure.
container. The larger container features an
Each container-style range offers a variety
really professional look,” he added.
of built-in features, from astro-turf decking to
“BoxGolf is a self-contained facility and
ceiling spotlights and power points for launch
I’m confident that the concept can revolu-
astro-turf putting green on the roof terrace.
monitors and other technology. Space on the
tionise teaching provision and events,” said
walls can be used to display golf equipment,
Wells, who opened Surbiton Golf Studio in
Jon Wells on 07483 168955 or visit
teaching aids, memorabilia and wall-mounted
2010. “For golf clubs who may lack necessary
Unit prices start from £35,000. For
Srixon rolls out new European Tour truck SRIXON HAS unveiled a new state-of-the-art Tour Truck that will be attending various demo days across the UK, before making its Tour debut at next month’s British Masters at Hillside. Srixon worked closely with German manufacturer Schuler, the market leader in the design of Formula 1 hospitality units, when designing the 35-tonne vehicle, which is 16m long, 2m wide and 4m high. The truck itself is split into three units, which can be closed off with soundproof doors. The 4.5m x 5m workshop section has been designed to give enough space for two club builders to work freely along with players and guests to observe. The middle section is designed to offer hospitality to players and guests, and allows for presentations and meetings when privacy is required. The end area is a ‘meet and greet’ section where players can collect their soft good items and accessories from custom-built drawers and cupboards. Srixon Europe’s Tour Manager, Iain Steele said: “The investment of this uniquely designed trailer is in response
The PGA Professional
to our commitment to supporting the European Tour through the contracting of players and the support we offer to any of their members with advice, fittings and equipment. With the incredible growth that we have seen for our brands across Europe and the UK in the last few years, the purchase of this marketing vehicle greatly illustrates the commitment we have to our customers.” Srixon’s new tour truck will be making its first appearance at the British Masters at Hillside
T RA DE I N T E RV I E W
Q&A The Lynx effect
Nick Bayly talks to Stephanie Zinser, chief executive of Lynx Golf, about the growth of one of the few remaining British-owned equipment brands What inspired you to get involved
This product got rave reviews at the show,
with the Lynx brand?
and we will be launching it mid-summer, once
My husband, Steve Elford, was approached
we have made final finishes to it. It’s been a
about the possibility of us having the brand in
real technological challenge, but will make a
2010. It was an exciting project for him, but
massive difference in the field.
he knew he couldn’t do it alone, and suggested
The new 2019 Black Cat drivers, hybrids,
it would be great if we did it together. I love
fairways and irons are also very exciting and
nothing more than a challenge, and with our
worth a good look. They offer a complete and
complementary skill bases, we thought it
concise range including a traditional-looking
would be an exciting project to undertake. It
drivers, fairways and hybrids. Highly adjust-
hasn’t disappointed. Lynx is still one of the five
able, forgiving and playable. Add to this a
most famous golf brands of all time, and we
The equipment market is fiercely competitive these days, what makes Lynx distinctive from the rest of the brands? We haven’t set out to be different for the sake of it, but we aim to take a fresh approach, and to do everything to the best of our ability, whether it’s creating high-performance clubs, having good-looking designs and colours in
ishes – one in a high-polished steel, the other in a stunning black PVD finish. These irons
We ask ourselves ‘how can we change this that really makes a positive difference to the customer?’
are passionate about it continuing to be so.
high-tech range of irons in two distinct finLynx Golf’s chief executive Stephanie Zinser
incorporate progressive face thickness, forged faces and hollow head tech that is then polymer-filled. This gives us unprecedented ball speeds with a consistency and feel akin to a fully forged iron. Beautiful to the eye with modern hi tech features and benefits that will aid many golfers. The Lynx Prowler VT irons are gaining more and more popularity, and although these
our equipment, or offering superior customer
if you want a different loft you then replace the
were originally released last year, people are
service and rapid custom-fit. We like to take
face with another. Rather than adjusting the
recognising what they can offer in terms of
something ordinary and ask ourselves ‘how
loft cosmetically by using a hosel adjustment,
feel, playability and consistency. The VT irons
can we change this that really makes a positive
with this, you can have a true loft change, and
feature variable thickness across the face in a
difference to the customer?’ We like to think of
additionally all the weight that is in the hosel
classy muscle back design. The hollow head
ourselves as ‘nicely maverick’.
because of a traditional adjustment mecha-
tech gives great ball speed and tight dispersion.
nism can be re-sited within the club head itself
Finishes include a satin chrome or a distinct
– where it really needs to be.
gun metal. We will also be adding the new
What are the key products for Lynx Golf in 2019? The real game-changer this year is the new Prowler VT driver with Switch Face Technology, which we gave people a ‘first look’ of at the PGA Trade Show in Orlando this January. It is totally revolutionary, in that you can actually remove the entire face of the club, and Lynx’s new Prowler VT driver features an interchangeable face
Lynx Golf Prowler VT drivers
I N T E RV I E W T RA DE
Lynx Golf is removing single-use plastics from its product packaging
VT Stinger iron to the family. This will be an ideal complement to the set and will offer the golfer a bulked-up looking VT driving iron. An absolute must for golfers who want that low spinning, boring trajectory and accurate shot option. We’ve had great successes, with Dame Laura Davies and Lydia Hall already playing
I know a pro who had 24 drivers and he
in terms of how people can play their game.
them, and given that we don’t change our
sold 23, but had to sell the last one in order
Golf is not just about the game – it’s about
models every few months, it gives people who
to make any money. That is crazy and it is
the planet we play it on, and we all have chil-
are new to Lynx time to enjoy these phenome-
dren and grandchildren that we want to leave a clean, healthy environmental legacy to.
nal products for themselves. How important is custom fitting to
How many accounts does Lynx
have across UK & Ireland?
We believe custom fitting has become the crux
Since taking over the brand in 2014, we are
of the active golf industry, and it’s vital for the
now in over 700 stockists in the UK, and
club pro to recognise that this is where he or
are now represented in 24 other countries
she can attract back so much of the business
worldwide, including the USA where we are
that has previously drifted off to the larger golf
new to since 2018. We have grown every year
stores or the internet. Custom fitting makes a
and our growth is now on a highly upwards
huge difference to a player as their clubs will
trajectory which, considering the market we
be specifically fitted to them, their swing speed
are in, is not a mean achievement and it is one
and their action, and if you play with a club
that we are really proud of.
that feels as natural as an extension of your
So last summer we became the first global
last summer we became the first global golf manufacturer in the world to shun all use of single-use plastics
arm, you will undoubtedly perform better than
golf manufacturer in the world to shun all
How have you been working with
with something off the shelf. You wouldn’t go
use of SUPs. In the UK we now also send
PGA Pros in green grass and off-
to a hairdresser and have a generic cut without
out packets of bee-friendly plant seeds to cus-
course accounts to ensure sell
it being tailored to your face shape, the way
tomers, because the global bee populations
through of your product range?
your hair grows, or how you like to style it, so
are under serious threat, and we need to do
As a company we believe that pros are the
why would you do this with a golf club?
something about this urgently. By creating and
most important people in a golf club, and
enhancing their natural habitats with plants
we passionately want to work with them. I
Lynx has been on an
they thrive on, we hope to make a difference,
also think that the margins they have been
environmental drive over the last
no matter how small. We are proud of things
offered over the last few years by some of the
12 months. What ecologically-
like this and the whole team is ‘buzzed’ to be
manufacturers is nothing short of scandalous.
sensitive measures have you put
doing more than just making great golf clubs.
in place? Last year we implemented an initiative to
What one thing would you like to
make everything we send out to our customers
change about the golf industry?
free from single-use plastic (SUP). For
Personally, I’d like to see far more inclusion
example, instead of using shrink wrap on our
for women at grass roots, and a greater effort
clubheads and bubble wrap in our golf bags,
within golf to get people playing across all
we’re using reusable cotton covers and recycled
genders and ages by making the way we play
paper wadding. And instead of plastic tape,
golf – and the places we play it – more flexible
we’re using reinforced gum paper tape.
and forward-thinking. But slow play is my
It’s important to us that our impact on Prowler VT Iron in gunmetal
The PGA Professional
the golfing world is a good one, and not just
personal bug-bear, and whether it’s on TV or at one’s home club, it has to stop!
For all your golf academy and simulator room requirements Free golf academy design service with independent advice on golf simulators and launch monitors for PGA Professionals and club fitters. Our professional services include advice on the installation of all golf studio systems. Consultation on ranges, new coaching rooms and cabin builds. We can supply all your academy requirements including nets, screens, turf and mats.
A D V E R T O R I A L
Does your business have the right Caddie? Silverbug can help! PGA Members know that to be a successful player you need skill, dedication and the right equipment. Cyber security is no different, without the right protection, dedication and skills your business is at risk from: • Denial of service attacks – stops your business working by overloading your systems • Phishing attacks – gaining personal info, mimicking trusted contacts • Ransomware attacks – encrypts your data until a ransom is paid • Man-in the middle attacks – inserts itself between you and your clients taking your information • Drive by attack – inserts malware into your website Plus many more
If this happened to your business what would you do? To get started on the basics, here are six tips to improve your security: 1: Ensure anti-virus software is installed and set up correctly. 2: Use Multifactor Authentication. 3: Assist staff with password management. 4: Make backing-up a part of your everyday business. 5: Check for obvious signs of ‘Phishing’. 6: Ensure you back-up your data securely in an off-site location Silverbug are here to help prevent cyber-attacks affecting your business. We have the best of breed solutions that we tailor to your business needs. Once installed, our industry experts will monitor your solutions 24/7! Contact Silverbug on 020 7078 3795 or email firstname.lastname@example.org to discuss how our IT security suite can help your business stay safe.
We are offering you a free, no-obligation IT consultation from Silverbug experts 30
E L E C T R I C T RO L L E Y S T RA DE
Power to the people The leading electric trolley brands have rolled out a host of new space-saving models that pack in plenty of performance-enhancing features to entice customers into the shop
PowaKaddy Compact C2i GPS THE COMPACT C2i was the fastest-selling electric trolley of all-time when it was launched in 2017, and new for 2019, PowaKaddy has expanded its ultracompact offering to include integrated GPS with optional electronic breaking. With 38,000 golf courses pre-loaded inside the handle, the GPS delivers distances to the front, middle and back of the green and hazards, while a new screen, with a full-colour display, allows for sharp viewing, even in bright sunlight. Compatible with PowaKaddy’s new Mobile App, which lets golfers update course maps on the go, the C2i is powered by the thinnest, lightest and most powerful lithium battery on the market and comes with a five-year warranty. A simple two-fold mechanism enables it to fold down to a size that is 20% smaller than its nearest competitor. RRP: £699.99/£749.99 (18/36-hole lithium battery), www.powakaddy.com
Stewart X9 Follow STEWART’S FLAGSHIP model features a ‘follow’ mode that enables it to track your every move at a respectful distance. You stop, it stops. You start walking, it starts moving at the same pace. An automatic downhill braking system ensures it doesn’t catch up with you on slopes, while it can also be operated with a remote-controlled handset. Standard accessories include a scorecard holder, pencil and towel clips, ball holder, adjustable cradle, and bag straps. The X9 is powered by a standard and extended lithium battery and is available in black, silver and pearlescent white. RRP: £1,499, stewartgolf.com
Motocaddy S1 PART OF the brand’s updated S-Series, the S1 electric trolley has received a significant upgrade for 2019, while maintaining the reliable construction and signature frame design. It combines modernised styling and eyecatching graphics with a new high-resolution, sunlight-friendly LCD screen. Offering nine-speeds, plus advanced battery meter and speed indicator, the S1 features a new super-lightweight lithium battery, which can be left in the battery tray for charging and transportation. In addition, the brand’s Quikfold mechanism and Easilock bag-to-trolley connection system is included, along with a powerful, 200W motor; soft-touch ergonomic handle, and adjustable bag supports. RRP: £499.99/£549.99 (standard/extended lithium battery), www.motocaddy.com The PGA Professional
T RA DE E L E C T R I C T RO L L E Y S
Motocaddy S7 Remote
PowaKaddy FW7S GPS
BOASTING NEXT generation remote control technology, the new S7 Remote features a compact rechargeable remote lithium handset, which includes dual pressure buttons for responsive control. A new drive system offers improved directional controls, while also improving the battery’s efficiency, leading to longer time between charges. The S7 includes the brand’s Automatic Downhill Control system, which self-adjusts power to maintain a constant speed while moving downhill, while a rear anti-tip wheel also improves handling on undulating terrain. A streamlined battery tray accommodates the slimline lithium battery, while controls include a pause-and-resume feature; 50m cut out; and 45-second hibernation. The trolley benefits from a Quikfold mechanism, Easilock compatibility, and a USB charging port for powering mobiles and GPS devices. RRP: £849.99
GPS TECHNOLOGY is built into the FW7’s 3.5-inch digital handle display, which delivers front, middle and back distances on over 38,000 courses worldwide, as well as distances to hazards without the need to use an external device. It also boasts a built-in scorecard, USB charging port, calorie counter and adjustable distance control function. The FW7s GPS saves every round played to build a performance history and even reacts to final score by displaying different emojis. The FW7’s 230W motor is driven by a choice of 18- and 36-hole lithium batteries. An optional EBS model offers three levels of progressive braking when going downhill. RRP: £699.99
Big Max Coaster Quad Brake
PowaKaddy FW5s THE FW5S features a 2.8-inch, mid-size full colour widescreen display, an integrated USB charging port, and an automatic distance function to set the trolley off on pre-set distances. The premium gunmetal finish, combined with the black wheels, enhances its shelf appeal. RRP: £499
THE COASTER Quad Brake features four wheels, the front two of which rotate, so the trolley can turn on the spot. A fifth wheel can also be purchased to further improve its stability on steep hills. Other key features include an automatic speed regulator to stop it running away when going downhill; an electronic parking brake; and a controlled distance function that allows users to send the trolley forwards up to 60 metres. It also features a colour display and an integrated solar charging compartment that sends power to a mobile phone or GPS device. RRP: £899, bigmaxgolf.com
E L E C T R I C T RO L L E Y S T RA DE
PowaKaddy Rental GPS
THE VISION trolley comes with a white display screen that can be read in even the brightest conditions, much like an e-Reader. Another handy feature is the one-touch folding mechanism that allows frame to fold down quickly and compactly. There’s also a magnetic latch that holds the trolley together in the folded position to make it easier to transport. High-grip slick tyres provide a cushioned ride, while the 200v motor will transport clubs with ease. It comes with an 18-hole lithium CaddyCell LifePO4 battery, which sits in a platform that is designed to accommodate all other popular brands of batteries. A non-clogging front wheel housing, combined with detachable main wheels, ensures that cleaning is a simple task, while a button on the handle enables the trolley to be programmed for left and right-handed use and provides access to a distance control function, with speed increments of 0.5mph. It comes with a two-year guarantee, and is available in five different colours. RRP: £449, golfstream.co.uk
HELPING TO deliver a super-fast return on investment, Powakaddy’s new rental GPS trolley promises to offer PGA Professionals not only a higher charge-out rate, but also a more technologically advanced product that can help increase retail sales. The rental model provides accurate distances to the front, middle and back of greens all on a digital 2.8-inch widescreen display, located conveniently on the handle of the trolley. As well as coming with brand’s 36-hole Lithium battery, the PowaKaddy Rental GPS also boasts wireless Bluetooth capability, which enables PGA Professionals to keep their fleet updated with any course changes.
Motocaddy M5 Connect
PowaKaddy FW3s SIMPLE YET reliable, the FW3s features a 2.3-inch colour widescreen, whisper-quiet 230W motor, and digital battery fuel indicator. Additionally, there are a number of new 2features on the 2019 model, including a LCD backlight system, stealth wheels, as well as the thinnest, lightest and most powerful battery on the market. RRP: £449
The PGA Professional
THE M5 Connect is the only compact-folding GPS enabled electric trolley on the market to offer smartphone notifications. It features a completely new frame, wheel and battery design that allows it to take up minimal space when folded down. The GPS functionality comes from the free Motocaddy app, which uses Bluetooth to transfer the distance information to the digital screen on the handle. There’s also adjustable distance control to send your trolley off to the next tee and it has the Easilock base to connect it to a Motocaddy cart bag. RRP: £649.99
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More than 480 of the countryâ€™s leading PGA Professionals are part of TGI Golf Partnership, Be part of atoforward thinking group. which exists assist them in running successful and profitable businesses. TGI Golf Partnership offers current
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T RA DE DE A P PA R E L
Year-round elegance Women’s fashion ranges for AW19 look to extend the season. Angela Young reviews the trends.
Lightweight insulated KJUS Bellavista jacket with goosedown insulation £249
lassic elegance dominates the AW19 womenswear ranges, along with comfort, practicality and flexibility of movement. The UK’s unpredictable climate means that layering is becoming all important, enabling golfers to easily cope with any changes in weather that occur while on and off the course. With recent years having experienced extremes of cold, snowy weather as well as much longer sunny, warm autumns, manufacturers are opting for ranges that will still be in demand, no matter what the weather. Not surprisingly, autumn/winter colour palettes are dominated by shades of white, blue, silver and magenta. Flashes of highlight or contrast colours especially in the red/pink spectrum are common. A rare flash of yellow appears within the Galvin Green range as does beige Chalkstone, while Cross Sportswear are using green and brown shades. Blues and pinks are the most frequently seen universal colour options as they always look fresh when combined with white or neutrals and are perennially popular choices. Very few manufacturers are opting for 36
prints this season. PING has introduced a Supernova star print, Cross Sportswear have added floral touches, while Glenmuir has polka dots. Elsewhere it is a matter of plain shades highlighted by contrast or toning colours. Ornamentation is kept to a minimum, focusing primarily on the use of highlight shades the occasional discreet embroidery or diamante studs. Extra feminine touches are provided through the use of collar details, shaping and distinctive stitching across quilted areas. DECORATIVE High street fashion trends towards more decorative knitwear are entering the golf market. The use of integral knitted pattern stitches is proving to be a popular option. Decorative stitching adds a distinctive touch to Glenmuir’s knitwear for example the combination of raglan cable knit sleeves with a moss stitch front body. Over at headwear company, Sabbot, extensive use is made of tartan, leopard print and Jacquard knits, ridged circles, rainbows, plus rotating twists of stitches. The use of a fleece lining for added warmth and varying
types of wool such as acrylic, merino, cotton and lurex combined with the environmentally friendly faux fur pompoms means that these hats are both fashionable and practical with a touch of luxury. LAYERING Attention to flexibility, warmth and comfort through the use of layering dominates all the collections. Mixing tops, sweaters, fleeces to create varying levels of warmth combined with an extensive choice of gilets and jackets provides an opportunity for women golfers to create an individual fashion style which does not look out of place whether on or off the course. Matching pants are also becoming more popular as a way of providing comfort and protection against the wind and rain. Additionally, manufacturers are becoming much more aware of the needs of UV protection, since even on sunny days in the autumn and winter this can pose a problem, even more so if the clothing is being worn during an overseas holiday. Galvin Green, for example, includes clothing with 20+ UV protection within its collection while May 2019
A P PA R E L T RA DE
Women’s extra light Hydrolite fabric Rain jacket in navy/silver £160
Peter Millar are utilizing poly-spandex fabric blends possessing UPF 50+ protection. The arrival of the innovative PrimaLoft® gold insulation with CrossCore™ technology has extended the boundaries of performance insulation apparel. This new development is unique to PING’s AW19 ranges. PrimaLoft® Gold Insulation with CrossCore™ technology is a revolutionary fusion of PrimaLoft® microfibres with silica aerogel to create previously unattainable levels of warmth. Aerogel was initially developed by NASA, and is 95% air. It is the lightest solid material in existence, and forms a temperature barrier delivering much higher warmth to weigh ratio than has previously been possible. Water resistant and water repellent fabrics also feature strongly within the womenswear sector, as does the use of moisture wicking materials designed to carry moisture away from the body keeping a player dry and comfortable in all temperatures. The emphasis is increasingly on the provision of fabric breathability of approximately 15,000 g/m 2/24 and water pressure of at least 10,000 mm. CASUAL COMFORT KJUS and Cross Sportswear have majored on the use of four-way stretch fabric designed to enhance flexibility and swing. By reducing the number of seams used in clothing and introducing stretchable side panels, clothes can be created that possess greater suppleness and stretchiness. Peter Millar has introduced an innovative sports mesh moisture wicking fabric for use in polo shirts providing even higher levels of comfort when playing, no matter what the weather. It can usefully be combined with other clothing such as gilets and fleeces to provide an all year round wardrobe. An added feature of these outerwear ranges is the ability to fit into a much wider range of environments. The ever-increasing popularity of casual wear means that women are seeking clothes that will fit in at home, on the golf course, out shopping or a relaxed walk in the countryside. The versatility of these AW19 ranges matches that requirement. The PGA Professional
FootJoy Wool blend pullover possessing performance fibre durability and colourfastness £70
Supersoft Jersey fleece fabric Funnel Collar Fleece Pullover £70
Layering options play an important role in FootJoy’s AW19 lineup. The Wool Blend Pullover offers the warmth and comfort of natural fibre with the durability and colour fastness of performance fibres. The Funnel Collar Fleece Pullover, made with Super-soft stretch Jersey Fleece fabric is designed to retain heat without restricting freedom of movement. The HLV2 rainjacket, in silver, Navy/silver, Heather Grey/white, utilises a new extra light Hydrolite fabric. www.footjoy.co.uk
Glenmuir New takes on classic styles characterise Glenmuir’s AW19 ranges. Ilona cotton top has raglan cable knit sleeves combine with shaped moss stitch, while the front of Adriana half zip top incorporates a classic Argyle pattern. The Risa 100% cotton lined, wind resistant stretch zip front sweater has a pretty polka dot embroidered front panel. Elastane sleeves and side panels of the Madison quilted jacket provide stretch and flexibility, in fashionable shades of stardust and magenta highlighted with silver. The Tania padded gilet with stretch brushed side panels comes in shades of silver, navy, black and fire red. Completing the look are Talia trousers made from performance polyester with a brushed fleece inner layer, with stand out touches like diamante studs and lurex embroidery. www.glenmuir.com
Innovative Oslo PrimaLoft® Vest III with CrossCore™ technology £110
Oslo PrimaLoft® Jacket possessing permanent water resistance £150
Risa polka dot embroidered front panel sweater £85
Ilona Touch of Cashmere cotton top with shaped moss stitch front body and garnet highlights £80 Adriana half zip top with a classic Argyle patterned front £80
PING Innovative outerwear dominate PING’s AW19 womenswear ranges, such as the Oslo PrimaLoft® Vest III which utilses the latest in performance insulation – a fusion of PrimaLoft® microfibres with CrossCore™ technology. Other items in the range include an Oslo PrimaLoft® Jacket engineered from PrimaLoft® Silver active insulation providing permanent water resistance. The Oxford blue Star hybrid jacket features an insulated quilted front panel and brushed stretch fleece on the back body and sleeves for ultra-soft luxurious comfort. Inspired by the night sky, the half zip Nova top incorporates a stunning Supernova print. Metallic stars explode in Aqua and Snorkel Blue, while the addition of Sensor Cool technology ensures permanent moisturemoving, quick drying, crease resistant stretch properties. www.pingcollection.co.uk
A C A D E M Y BY
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Blanka Ridged patterned hat with faux fur pompom £30
A P PA R E L T RA DE
Marta rotating twisting pattern hat with faux fur pompom £30
KJUS Sabbot Jacquard knit tartan, circular stripes and classic knit stitches are highlights of the new AW19 Sabbot headwear ranges. With environmentally friendly faux fur pompoms and fleece lining, these pull on hats provide style, colour and warmth perfect for any winter weather. Colours range from red and yellow tartans, through pastels to bright almost dayglow greens and oranges. New this season are Marta, Nikoi, Petra and Jacqi while Blanka is a perennial best seller. www.sabbotheadwear.co.uk
Freedom of movement characterises the latest KJUS collections. The Women’s Radiation Jacket takes freedom of movement to the next level, due to the use of extreme stretch through all layers and ultra-stretch inserts at the sides and back of the jacket. Additional comfort is created by the lack of side seams, just fully stretchable side panels Four way stretch KJUS along the articulated elbows, a Y-tech Radiation Jacket £189 cut for unrestricted swings, and elastic inserts at the hem. The lightweight Bellavista Jacket is an ideal option for milder weather as it combines 4 way stretch with goose down insulation. Combine these with Ikala pants, which adapt to the shape of the body, wicking away moisture and incorporate a DWR finish to ensure rain and dirt simply beads away. www.kjus.com
Classically styled Dorothy Full zip jacket £114.95
Drop V Polo shirt in blue mesh moisture wicking fabric £75
Peter Millar Performance fabrics in classic blues, whites, pinks and grey play a central role in Peter Millar’s latest women’s apparel ranges. It includes a Drop V Polo Shirt made from an innovative sports mesh moisture wicking fabric, and Sun linked Comfort Base layer with four way stretch, moisture wicking, quick-dry, easy care and UPF50+ sun protection. The mesh panels and gentle flare create an elegant silhouette. www.petermillar.co.uk
Cross Sportswear Flexible, versatile outerwear is central to the Cross Sportswear womenswear offering. The Utility jacket’s four way stretch at arms and sides are combined with 90/10 goosedown panels at torso and back to give optimal freedom of movement. Matching three-layer softshell four way stretch fabric wind pants provide full wind and H20 protection. Other key products include the Cloud Jacket – a two-layer sealed seam rain jacket with two-way stretch, pre-shaped sleeves and adjustable bottom and sleeve hems; and the narrow fit, four way stretch Hurricane Jacket containing lycra taped sleeve hems and minimal seams. www.cross-sportswear.com
The PGA Professional
Ikala 5 pocket pants £159
Maylin short sleeved mesh shirt £69.95
Galvin Green The Dorothy full zip jacket in soft INSULA™fabric is available in Azalea/ white/Aurora Pink and Clover Blossom/White/Lavender and can be teamed with the Maylin short sleeve shirt in VENTIL8™PLUS. www.galvingreen.com
Cloud Jacket in Deep Birch with white highlights £113
Cross Sportswear Rumba red floral Utility Jacket £124
Hurricane Jacket in Mineral Green with black highlights £150
Wind pants in rumba red £90
T RA DE R E TA I L WATC H
How to Sell More: Your summer sales strategy May is often the best month for UK golf retailers and it should be one of your best for woods. This month’s all about selling. It’s time to ditch bad habits, and put in place a new plan to boost sales. We talk to one PGA Professional who’s implemented a winning team strategy.
From left: Tom Palmer; Ted Maher; Matt Sheldon
Technologies to join us for a day, as I wanted an expert opinion on why we seemed to be a bit stuck. It made sense to get that thirdparty insight”. Part of the issue was that when stock came in, it was displayed in the same place
Amazingly, around 80% of pro shops fail to carry out basic retail strategies which could hugely increase their bottom line.
f they weren’t before, your customers are definitely thinking about golf his month, and now’s the time to catch sales from new product launches. Is your shop ready for the new season? Are your team prepped and briefed? What are you doing with new stock that comes into the shop? Amazingly, around 80% of pro shops fail to carry out basic retail strategies which could hugely increase their bottom line. Ted Maher, Head PGA Pro from Great Barr Golf Club, said, “I’m really confident when it comes to stock management and, as a result, we have great margins and good stock turn. But for a couple of years, we weren’t selling enough, and I couldn’t work out why.” “I asked Mark from Crossover
in the shop month after month. There was no plan for new stock. Stock sold when it sold, with little, or no, marketing to promote new product launches. Said Mark, “Retail is the type of game where you have to cover off all the bases to really excel. It’s not enough to just think about one area, such as stock. You’ve got to have a plan in place for everything. In this case, the lines of responsibility within the team were unclear, and staff were in need of some motivation.” As the Head Pro, you’ve got a million balls in the air and shouldn’t take on everything yourself. Allocating roles to team members brings the team together and there won’t be one person doing all the hard work. At Great Barr Golf Club, team members now have new responsibilities. May 2019
R E TA I L WATC H T RA DE MARKETING MANAGER (MATT)
MERCHANDISING MANAGER (TOM)
The marketing manager is responsible for planning campaigns around new product launches and drops, and bringing customers into the shop. At Great Barr, it turns out Matt’s a genius when it comes to ideas for product launches: recently putting on a competition in the pro shop, so customers could win a putter. This involved changing the look of the shop, as well as generating new interest and excitement around the product. And when new wedges came in, Matt had the idea of a swing room challenge to win one of the new wedges. When it comes to giveaways, make sure you look at the numbers and agree a tactic first. At Great Barr, Matt got the team together to calculate how many putters, or wedges, they’d need to sell in order to give one away: the answer determining the difficulty of the challenge.
Working closely with the marketing manager, part of Tom’s role is to look at the competitions, and work out where new stock will go to support these events. Promotional posters should be created, and positioned correctly. Do you need to move the coffee machine to encourage people to stay and join in?
The merchandising manager is not only responsible for excellent product knowledge, but also for educating the rest of the team.
Product knowledge is key to selling to customers. “At Great Barr, staff knew a lot about hardware, but had less knowledge about clothing and shoes. If a customer wants to know about a particular range of shoes, you need to know the benefits of the more expensive pair. How can you upsell a product range if you don’t appreciate the benefits yourself?”. Tom isn’t only responsible for excellent product knowledge, but also for educating the rest of the team.
Head PGA Pro at Great Barr Golf Club, Ted Maher takes on the role of “Stat Man”
STATISTICS MANAGER (HEAD PRO, TED) The role of “Stat Man” usually goes to the person with access to the sales figures: namely the Head Pro, who’s also responsible for setting goals and budgets. At Great Barr, Ted also now leads weekly team meetings where feedback from his marketing and merchandising managers helps him decide what to buy in the future. Great retail requires constant reinvention, creativity and enthusiasm: and every member of the team has a key role to play. “It’s only been a couple of months since Mark’s visit, but there’s more energy within the team, now”, says Ted, “we’ve seen improvements across the business, and definitely more sales than normal. We’re all excited for the season ahead and there are lots of plans in the pipeline.”
XPOS is a sales and stock management solution designed specifically for golf retailers. Helping you to reduce stock, improve margins and be a better retailer. crossovertec.co.uk 01454 418 395
The PGA Professional
T RAV EL D E S T I N AT I O N G U I D E
Portugal’s ‘alternative’ hidden gem The region of Lisbon is full of world class golf courses, luxurious hotels and steeped in history, making it a great alternative to its Portuguese counter-part, the Algarve.
ne of the most popular and highly acclaimed resorts in Lisbon is the world class Praia D’el Rey Golf and Beach Resort, home to miles of golden beaches, a world-class golf course and features in the Top 100 Golf Resorts of the World! Set along the pristine shores of Portugal’s Silver Coast, the resort offers a host of spectacular 4 and 5 star villas and apartments dotted around the complex. If you and your group would prefer a hotel, then you can relax in the luxury accommodation of the 5-star Marriott on-site. The stunning Praia D’El Rey Golf and Country Club is set amongst extensive pine trees and undulating dunes with a number of holes overlooking the crashing waves of the Atlantic Ocean, and is rated one of the top courses in Portugal by Golf World magazine. The 18-hole, par 73 golf course was designed by the renowned American golf architect Cabell B.Robinson and opened its fairways to the public in June 1997. A mixture of seaside links offering stunning views of the Atlantic on the front 9 and parkland holes on the back, golfers of all abilities will be taken aback by one of the most stunning courses in Europe. PRACTICE FACILITIES Thinking about a coaching break? The resort also offers great practice facilities including a 24 bay driving range, practice bunker, chipping green and one of the largest putting greens in Europe. Golfbreaks.com can ensure an area of the practice facilities are reserved for your group as well as unlimited balls for the duration of your session(s).
The 5-star Marriott Praia D’el Rey offers excellent value for money
Praia d’el Rey is renowned as one of the most picturesque courses in Portugal Enjoy the links style layout on the front 9
OFF THE COURSE The resort has 6 bars and restaurants on-site, from enjoying a bite to eat after your round in the Clubhouse Bar and Restaurant to indulging in fresh seafood with stunning views at Maré Restaurant, there is something to please even the pickiest eaters in your group. The resort also has a supermarket located in the village square. LOCAL AREA 10km from Praia d’el Rey is the medieval walled town of Obidos. Its picturesque cobblestone streets are lined with colourful houses and boast some fantastic restaurants serving authentic Portuguese cuisine. Make sure you sample “Ginja”, a delicious cherry liqueur, famous in the local area. PRO PACKAGE • 4 nights b&b – 3 rounds of golf • From £385 plus 5% commission • Pro goes free with 7 amateurs • Travel October 19
Lisbon Portela Airport (LIS) serves the capital city with direct flights available from Bristol, Birmingham, Edinburgh, Liverpool, Gatwick, Heathrow, Luton & Manchester.
The best time to travel for pro groups is late March to May, and September to early November, when average temperatures hover around the low to mid 20s.
The average flight time is between 2.5 and 3 hours with British Airways, TAP Air Portugal, EasyJet& Ryanair flying direct to the captial.
For more information on how the Golf Pro Travel team can help please contact 01753 752 880 or email email@example.com @Golfbreaks_Pro @golfbreaks_pro_travel
O F F E R S T RAV E L
The winter months remain the most popular time for Golf Pro Travel. Take a look at our top offers at some of our most popular destinations, travelling between November and February. All of these venues include All Inclusive or Semi-All Inclusive so leave your spending money at home, plus they have an average temperature of no lower than 18 degrees. Remember, as a PGA Professional you receive a FREE place with 7 amateurs, a 5% commission, as well as benefiting from our Breakpoints loyalty scheme! Kenzi Menara Palace 5★, Marrakesh, Morocco Key facts
• Number 1 venue for Golf Pro Travel in Marrakesh • Fantastic 5★ All Inclusive Hotel • 5 x championship 18-hole courses within 20 minutes • Average February temperature of 23 degrees • Must play Course: Royal Palm Golf & Country Club
• 5 Nights All-Inclusive & 3 Rounds of Golf – from £599pp
Aphrodite Hills 5★, Paphos, Cyprus Key facts
• Luxurious 5★ Hotel, 20 minutes from Paphos Airport. • PGA National Cyprus on-site, plus 3 other courses with 20 minutes. • Semi All Inclusive, offering unlimited drinks between 17.00 – 24.00 • Superb practice facilities • Average February temperature of 20 degrees
★ Golfbreaks.com Pro Package
• 5 Nights Semi All Inclusive & 3 Rounds of Golf – from £559pp
Sandos San Blas Resort 5★, Los Abrigos, Tenerife Key facts
• 5★ Seafront Hotel, 15 minutes from Tenerife South Airport • 2 Courses within 5 minutes and a further two 20 minutes away. • Free Club Carriage with Thomas Cook when booking through Golfbreaks.com • Average February temperature of 24 degrees • Must play Course: Costa Adeje Old Course
★ Golfbreaks.com Pro Package
• 5 Nights All Inclusive & 3 Rounds of Golf – from £739pp
Precise Resort El Rompido 5★, Huelva, Spain Key facts
• Modern and contemporary design 5★ hotel is outstanding value for money • 45 mins from Faro Airport • 2 x 18-hole courses on site • Semi-All Inclusive, offering unlimited drinks between 17.00 – 24.00 • Average February temperature of 18 degrees
★ Golfbreaks.com Pro Package
• 4 Nights Semi All Inclusive & 3 Rounds of Golf – from £485pp
For more information on how the Golf Pro Travel team can help please contact 01753 752 880 or email firstname.lastname@example.org @Golfbreaks_Pro @golfbreaks_pro_travel
The PGA Professional
A D V E R T O R I A L
Argentario Golf Resort & Spa: your private Tuscany The luxurious Argentario Golf Resort & Spa has joined The PGA’s growing list of exceptional branded resorts as the ‘PGA National Italy’. Located in the Maremma region of Tuscany, it is an ideal destination for those looking for a relaxing holiday that combines golf, wellness and gastronomy. Set in an area of outstanding natural beauty on the Monte Argentario promontory, the resort is home to an eco-friendly golf course (BioAgriCert certification) that meanders through cork-oak woods and olive groves. The Orbetello Lagoon, the sea and the hillside offer a beautiful panorama and create a microclimate that allows golf to be played at any time of the year. Argentario Golf Club hosts various of the most important golf tournaments in Tuscany and Italy, and will be the venue for the UK final of the SkyCaddie PGA Pro-Captain Challenge for the next four years. This course is ideal for groups of golfers thanks to its large practice facilities and varied activities. For example, at the Argentario Golf Academy players can find the TrackMan IIIe simulator. And in addition to golf programmes headed by their Pro, groups can enjoy other personalised activities such as fitness retreats, wine tastings, cooking lessons and guided tours both in Tuscany off the beaten path and famous art cities around Italy. The cuisine at Dama Dama Restaurant is based on dishes prepared using products from carefully selected local farms and, at certain times of the year, some that come directly from the hotel’s vegetable garden and orchard. The golf resort has recently opened a stylish new clubhouse with a second restaurant and bar. After a long day on the course, golfers can enjoy deeptissue massages or go for a relaxing swim in the heated indoor swimming pool with saline water. Espace Wellness Center, the resort’s spa, includes a Turkish bath, sauna, Kneipp circuit and thalassotherapy pool, various massage cabins, a relaxation area and a modern and spacious gym. Personal trainers and a nutritionist are available on site for personalised experiences. Additional sports facilities include two tennis and two panel courts, one small football pitch, and two jogging trails.
Design and sustainability are at the heart of the luxury resort, which offers 73 rooms and suites, and five independent luxury villas with three to five bedrooms. Luxury homes are available for sale on the golf course with the Argentario Golf Villas real estate project. Argentario is easily accessed from Rome Fiumicino Airport by car in just an hour, and day trips can be organised to nearby city arts like Rome, Florence and Siena.
Website: www.argentarioresort.com • Tel: +39 0564 810292 • Email: email@example.com
D E S T I N AT I O N G U I D E T RAV E L
Stunning South Africa As a destination for golf, South Africa is still a relatively well-kept secret. Epic golf courses, jaw dropping scenery and a wonderful climate means South Africa is a must visit for your next long-haul trip.
owhere encapsulates the aweinspiring drama of South Africa’s landscape quite like the worldfamous Garden Route, the 300-kilometre stretch of south-eastern coastline which is home to many of the nation’s finest golf courses. It is here that you will find Fancourt Hotel and Golf Estate, a luxury 5-star leisure resort set in 613 hectares at the foot of the Outeniqua Mountains and surrounded by forests and the warm Indian ocean. The hotel comprises of over 145 luxurious bedrooms and no fewer than 8 restaurants, eateries and bars including the highly recommended Le Cantina serving a traditional Italian menu. The resort also boasts three immaculately maintained Gary Player design courses, all of
which feature in the top 15 courses in South Africa, including the majestic Links course which is consistently voted as the best course in South Africa. The Links, framed by the Outeniqua Mountains and characterised by the mighty dunes that encircle each hole, is nothing short of a masterpiece. This stunning course is complemented by two other world-class layouts in the form of the contrasting parkland Montagu and Outeniqua courses.
The Outeniqua course features in the Top 15 in South Africa
The Montagu is another of Gary Player’s stunning designs at Fancourt
The renowned Links course at Fancourt
PRACTICE FACILITIES If you are planning on coaching at Fancourt, you won’t be disappointed by the comprehensive practice facilities including driving range, chipping & bunker green and putting green. Golfbreaks.com can ensure an area of the practice facilities are reserved for your group as well as unlimited balls for the duration of your session(s).
LOCAL AREA The Garden Route has plenty to offer in close proximity to Fancourt. From wine tasting and cellar tours to spotting the ‘Big Five’ at a number of world-renowned game lodges there is something to do for everyone!
OFF THE COURSE Leisure activities at the resort include The Spa with an indoor heated Roman Bath as well as the Leisure Centre which is home to a gym, cinema and indoor heated and outdoor swimming pool.
PRO PACKAGE • 7 nights b&b – 7 rounds of golf • From £1,155 • Pro goes free with 7 amateurs • Complimentary range balls for coaching • Travel November 19 – March 20
British Airways flys direct from London Heathrow (LHR) to Cape Town (CPT). You can either make the drive east to Fancourt (5 hours) or catch an internal flight to George Airport which is only 15 minutes away from the resort.
The luxurious rooms at Fancourt Hotel and Golf Estate
The best time to travel is between November & March
The national currency is South African Rand (ZAR)
Average flight time is 11.5 hours from LHR
This luxurious 5-star resort boasts 3 stunning courses
For more information on how the Golf Pro Travel team can help please contact 01753 752 880 or email firstname.lastname@example.org @Golfbreaks_Pro @golfbreaks_pro_travel
The PGA Professional
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
B U S I N E S S T RAV E L
Choose the perfect venue Choosing the perfect venue to host your next trip can be hard, particularly when travelling with a group. From a short hop across the continent to the Algarve to a long haul flight over the Atlantic to the USA, our “How to Guide” sets out step by step everything you need to consider on your checklist to ensure you pick the best venue for your break.
What type of trip are you running
If you are running a coaching break your resort requirements will be different to just hosting a group. For a coaching break you will need to choose a venue where there are good practice facilities for your group such as Amendoeira Golf Resort in Portugal. Golbreaks.com have a select group of “Pro Preferred” venues that we work with worldwide that are perfect for coaching breaks.
What time of year do you want to travel
How long you want to go for
If you are limited to a 3 or 4 night stay then short haul trips to popular destinations such as Portugal, Spain & France would be your best option. If you can get away for longer then Turkey, Morocco, UAE and USA amongst a few would provide excellent destinations for your next group break.
If you only have a short stay then your transfer time from airport to your chosen hotel or resort should be minimal to ensure you maximise your time. Bear in mind if you travel further afield your transfer time is likely to be longer, just make sure it’s worth it!
September to April is the ideal time to go. For your clients the attraction is escaping the cold weather at home to enjoy some golf in the sun and for you, the pro, it is most likely the time of year you can afford to be What board basis you away from your business. would prefer – B&B, Half For Spain and Portugal, the best times to Board or All-inclusive? travel are between September & NovemIf all-inclusive is a must for your group then ber and late February & April. If you are it certainly narrows down your options. looking to travel in between these windows then think about a break to Spanish El Rompido: Our most popular Morocco, the Canaries or fure resort that also offers all-inclusiv ther afield to the USA where the weather will be far better in the winter months.
However, there are a number of fantastic resorts such as El Rompido in Spain and Aphrodite Hills in Cyprus that offer an all-inclusive option.
Is nightlife important to your group? Are restaurants and bars in close proximity a must have? If so then choosing a venue near a vibrant town such as Vilamoura or Marbella would be a great option.
This will help you narrow down and home in on exactly what venue or resort will work perfectly for you and your group. Remember to get a rough idea of what your group are willing to spend to save time and don’t forget to factor in the price of your flights. Ready for the next step? Get in touch with the Golf Pro Travel team at Golfbreaks.com who will recommend the perfect venue for your next break based on your requirements!
Amendoeira: Our #1 selling Pro Travel venue and perfect for coaching breaks
Assoufid: Morocco is the perfect venue in the winter months
TPC Sawgrass: One of our most popular long-haul destinations
The PGA Professional
COACHING O P I N I O N
Creating a female friendly environment at your club This month we learn from PGA Professional Joanne Taylor what type of environment you need to be creating so that women are more inclined to want to keep playing golf, once they have taken the first big step to trying the game. This article goes beyond what to coach and looks more at how the game is introduced and also, importantly, how you as the PGA Professional can then sustain participation going forward.
Photo: PGAs of Europe
PGA Professional Joanne Taylor with TV and radio presenter Jenni Falconer
Women are enjoying their golf, but what puts them off becoming club members?
Does a traditional women’s section work for modern women?
little bit about me – I’m currently a PGA Professional at Tyrrells Wood Golf Club in Surrey. I graduated from the University of Birmingham with a BA (Hons) Applied Golf Management Studies in 2011 and have just passed my MSc Sport Coaching, where I focussed on female participation. I also completed my ASQ Level 3 coaching certificate in 2017 and last year worked alongside the PGA’s of Europe and love.golf, taking TV and radio presenter Jenni Falconer from complete beginner to the GolfSixes pro-am in just 10 weeks. A big part of my role is to run our club’s academy membership and encourage new golfers in to full membership of the golf club. The research topic I chose as part of my Master’s degree came about because of the relationships I have formed with those new golfers who have come through our academy. The feedback women in particular gave me about the golf club environment was of particular interest. It led me to look into the state of our women’s section and made me question if what we offer women is relevant.
When I started looking into our women’s section it was a stark wake-up call, the numbers just don’t lie. We had 25% less female members than a decade earlier, our average age was 67 and a quarter of our female members were over 75. Perhaps most worryingly only 17 of our women were under the age of 60. To say ten years from now our women’s section will be 30% smaller is a conservative estimate and the financial impact this will have on the club’s income is substantial. As a club we are not unique, the issues
highlighted will sound familiar to a lot of clubs all over the country. The question I wanted to explore was what is it about club membership that is off-putting to new female golfers. Why are women who take up the game not becoming club members? Women are an area of huge potential growth for golf clubs and PGA Professionals are instrumental in facilitating this. So, does a traditional women’s section work for modern women? WHAT DO NEW FEMALE GOLFERS ENJOY ABOUT THE GAME? The women interviewed were all in agreement that they enjoyed being outdoors; meeting new people and escaping the stresses of work and daily life were what made golf appealing. The opportunity to get on the golf course quickly and learning to ‘play’ in context, not just hitting a ball May 2019
O P I N I O N COAC H I N G on the range, was what got these women hooked on the game. They quickly formed friendships and new social connections that kept them coming back week after week.
Alongside coaching, the PGA Pro has a key role to play in retaining women at golf clubs. Other important factors are:
HOW DO WE ENCOURAGE MORE WOMEN? PGA Professionals have a big part to play in growing the number of women at clubs. Working in conjunction with the club it is possible to create a really positive environment for women. The type of coaching delivered is especially important. A lot of the women interviewed in my study suggested their initial perception of golf was that it’s boring, technical and difficult. If they had experienced any golf at all it was usually at a The PGA Professional
driving range where hitting balls wasn’t particularly enjoyable. All described the thrill of hitting a ball on a real golf course and really playing the game as being what got them hooked on the sport.
Creating opportunities for women to learn in context and get comfortable out on the golf course is key
WHAT IS A TURN OFF? When asked about their early experiences at golf clubs, the women reported that it was other women who made them feel uncomfortable. Interestingly the men they met on course were often very welcoming and chatty, which goes against a lot of previous research suggesting it is men who make the golf club environment unwelcoming to new women. These women frequently reported feeling like they immediately had to justify their presence every time they met a lady member on course with “are you a member?” being a common question. Phrases like “feels like school” and “waiting to be told off” were common. Those who had joined the club described the pressure they felt to “join in” with the ladies section, which often meant playing in regular competitions. In a lot of cases those who didn’t join in were left with few playing opportunities and felt like an outsider. “I pay my membership like everyone else so why can’t I play the type of golf I want to play?” were one woman’s thoughts. Playing competitively wasn’t what these women enjoyed about the game in the first place and the stress created by feeling pressured to join in had negative results. One woman suggested “If playing golf becomes stressful I may as well go back to work five days a week, I have stress there. I come to golf to relax”
As a PGA Professional, Joanne Taylor's role is key in retaining women at golf clubs
Many had the perception that you had to get really good before you were even allowed on the golf course, and those who had started in range based coaching described the fear they felt when they stepped on a course for the first time. Creating opportunities for women to learn in context and get comfortable out on the golf course is key to retaining new women. For me, one of the best things when out on the course with a new golfer is seeing how quickly they adapt and work things out. So often I’ve seen new golfers play a chip shot because they have figured out that they need to hit the ball softer, with more control, without being told what to do. As we progress and introduce more shots they have a real understanding of exactly why
Having a pathway is key Beginner coaching leading into an interim or academy membership, which in turn feeds full membership, is a must. Create more opportunities It’s OK to just play socially. Creating more non-competitive playing opportunities is something that the PGA Pro can facilitate, working alongside the club. Create a community of likeminded women The role of the Pro goes above and beyond just providing coaching. The PGA Pro is often the first person new women meet at the club meaning we have a unique opportunity to understand the needs of these women. Understanding that all clubs are different There isn’t a one size fits all solution for growing the numbers of women at clubs. All clubs and facilities are different, with different needs and traditions.
they use a particular club, or why they hold the club in a certain way. Learning in context is really powerful and most importantly of all is really fun. I also love seeing the group dynamics strengthen as the weeks go by. Seeing a group of women who start out as complete strangers form firm friendships and develop their own group of likeminded playing partners is really rewarding. Please get in touch – I’d love to help clubs grow their women’s sections: email@example.com Twitter @JoTaylorGolf Instagram @JoTaylorGolf 49
P E R SONA L D E V E LO P M E NT YO U R B R A N D
Building Brand You
Antje Derks shares online personal brand strategies that will build your profile
BRAND STORY Your brand story is not only the story you share, it’s the story your audience experiences when they 50
because you have extended contact with your customers and clients. So, include them in what you’re doing, take them on the journey with you (Instagram stories is perfect for this), talk about them to them when they share things with you. Making your audience part of your story creates engagement, connection and loyalty.
Build your brand across all channnels
come into contact with you – either online or on the golf course, in the clubhouse or in the pro shop. There are so many elements to brand experience. It’s the experience your customers have when they work with you, when they interact online through social media, email and newsletter with you. Indeed, it’s every element of their connection with you – but one thing that can help you build your personal brand is to let your audience become part of your story. As a coach and professional, you have it far easier than many other small business owners
KEEP PLUGGING AWAY Wishing that you had a bigger audience, wishing that you had a stronger brand doesn’t happen unless you make the commitment. As the market gets busier and social platforms get louder, you have to invest time to do things better than your competitors. Engaging with your audience and peers and continuing to do the work for the long haul and not just giving up after a short time is where success lies.
CLAIM YOUR SPACE Lastly, find the social media platform that you enjoy being on and your clients frequent – trust me on this, even your older clients will be on social media – so that it doesn’t feel like hard work. That site is your business sweet spot. Find that place where you can engage regularly and your audience and community also know where to find you. Whether it is Instagram or Facebook, get to know the platform inside out and learn how to use it well. Once you know all the little tips and tricks, you can maximise it to your advantage. It is well worth the effort. May 2019
et’s get one thing clear – your personal brand is your reputation and your reputation is the very foundation on which your career is built. Think about it for a second. We all have that one person we follow online or in business. We read their books, watch their videos and listen to their advice. Why? Because they’ve got something special about them and they’re not afraid to share it. With the rise of the entrepreneur and even more so the solopreneur – essentially, a one-man-band business – we are focused on the person as well as the product. At the end of the day, we want to know that we’re buying from the right person. We don’t just want to know who you are and what you do, we want to know what you believe in, what your values are, why you’re doing what you’re doing – because ultimately, we have a choice. In fact, too many choices. We can choose you or someone else. So the question is – what sets you apart? I can almost hear you saying that personal brands are nothing new – but what you might not be aware of is that there has been a big shift and there’s never been a more crucial time for small business owners like you to understand how to build a stand-out personal brand and in turn utilise that to build your business. So how do you do that? Here are a few up-to-the-minute suggestions to help you.
M A R K ET I N G
Making a splash on a budget Antje Derks shares some low-budget marketing strategies that work and don’t break the bank
GREAT CONTENT I have said it in previous articles, but it would be irresponsible of me not to bang the content drum once more. Publishing great content is marketing 101. The best way is to create it yourself – and it’s free. Even if writing isn’t your strong point you could pen some top ten tips, ask a client to write a guest blog about their experiences being taught by you or hold things like a photographic competition – 10 shots from The PGA Professional
the golf course or even find an hilarious golf image and run a caption competition. Remember to write for your audience. Usually, the best pieces are directed to your key audience, so understanding your customer is vital. You need to put yourself in their shoes and find out their pain points,
the only investment you need to make is a concerted effort and a bit of time
ention the word marketing and the connotations of mega bucks usually pop into the heads of those hearing the word. However, this needn’t be the case. There are some tried and tested strategies that work for small businesses which are on a shoestring budget. Here are a selection of things that WILL make a difference to your business and won’t cost a fortune – the only investment you need to make is a concerted effort and a bit of time.
what motivates them and what it is about their performance on the course or the driving range that keeps them up at night. Then craft pieces – written, visual or audio – that addresses their issues. Make sure you always add an image or two of REAL people to your content – get permission first – because your audience will get bored if it’s
too text heavy. Photographs are an ideal way to break up a barrage of paragraphs. VIDEO MADE SIMPLE In times past, making a video would have been a monumental performance, but these days all you need is a Smart Phone and a good idea. Indeed, you could even contact your local university or arts college and see whether a film student would be up for helping you out. Golf lends itself beautifully to instructional videos that can be shared across all social media platforms. You need to find a willing victim (participant) and think about one area to focus on. Keep it short or film a progressive mini-series. You will need to get permission from anyone involved to use the material and perhaps offer a free half an hour in return for being your guinea pig. Additionally, if you run the pro shop, why not film a new display or the latest stock to tempt customers and share it on Instagram and Facebook with a side order of appropriate hashtags. 51
M A R KETING ADVERTISING PROMOTIONAL CREDITS Naturally, a big ad campaign is out of the question, but there are often discounts and vouchers floating around for paid for Facebook or Google ads. I had one for £30 just the other day, which I used to incredible effect for a company whose pages I run. Furthermore, some web hosting services offer discount codes as part of their membership package – it would be well worth checking with yours to see if they do. Essentially, it’s free money. STUMBLE UPON ADVERTISING Aside from vouchers and promotional free paid-for ads as mentioned above, there is another way of utilising paid-for advertising without breaking the bank. Stumble Upon’s Paid Search Discovery might be an excellent opportunity for your business. The way it works is that Paid Discovery delivers users straight to your website and they’re ready to engage with your content. Images and other visual assets and funny content work best. Stumble Upon is pretty reasonable compared with other paid ad structures. Paid in dollars, you start with a basic price of 10 cents per click and then add 2 cents per target area i.e. age targeting, gender targeting and device targeting (mobile, tablet or desktop). There is a comprehensive price list available on their site – just put Stumble Upon in your search bar and it’ll come up.
It’s much cheaper than Facebook – they cost as much as 80 cents per click. In order to make it really work for you, you do need to use their targeting options to ensure you’re hitting the right audiences that are interested in golf. REDDIT Reddit is a bare-bones that calls itself the ‘front page of the internet’. It’s a powerful tool for marketing if used in a tactical way. The Reddit audience is hugely tech-savvy so you’ll have to be careful not to be overly salesy in your content because otherwise it will bomb. In order to do well, you will need to share brilliant content and post it to only extreme niches – if you type golf into the search bar on Reddit, a myriad of subcategories – known as Subreddits – pop up. These subcategories are truly brilliant – and bizarre. There is a subcategory for lock picking, unicycles and even one for admirers of beautiful handwriting – what’s not to love? Go forth, find your niche and dominate it! RECYCLE YOUR CONTENT This is a tactic most people forget. Much like repurposing existing data, you can – and should – rehash your old content into glorious new creations. For example, you could turn a series of images into a slide deck and share it on SlideShare or put a
series of blog posts into an ebook. Never be afraid of giving old content a face lift – it’s likely a lot of people won’t have seen it first time round, so it will be fresh as the proverbial daisy to them. DEVELOP A CUSTOMER REFERRAL PLAN Word of mouth is a powerful marketing tool. Offer existing customers a free lesson or a discount code or some other incentive for referring new clients to you. Remember – friends telling friends about what an amazing golf instructor you are is incredibly valuable to you. ONLINE COMPETITIONS Lastly, think about hosting an online competition. Obviously, they requires prizes and can cost money – or time. However, if you market your competition across ALL your social media sites with the appropriate hashtags, the potential new business leads you could acquire would be well worth the cost. And if you’re on a mega-tight budget, then a half hour lesson or a couple of water bottles from the pro shop would be good enough to get entries. There’s a brilliant site that makes hosting competitions easy peasy too. Search for Rafflecopter online – they make it dead easy to set up a competition and embed an entry form on your website, which takes away a lot of the stress.
Reddit has many niche subcategories – or Subreddits – so find yours and get posting
Get it done this month ✓ Post brilliant content ✓ Recycle old content by giving it a face lift
✓ Host an online competition ✓ Develop a customer referral plan ✓ Research Reddit ✓ Look into free ad credits on Facebook etc and Stumble Upon
✓ Make a video – or find a film student to help you make one
A GOLDEN OPPORTUNITY FOR YOU TO EARN MORE FROM YOUR GREEN FEE REVENUE
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Midlands Regional Consumer PR & Marketing Campaign launching in April around The Masters, sign up today to take advantage of this opportunity
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For more information email firstname.lastname@example.org today!
IN PARTNERSHIP WITH
GREEN FEE REVENUE
P G A M EMBERS H IP YO U R B E N E F I T S
Save now with your PGA Membership PGA Membership entitles you to take advantage of a host of discounts and incentives*, from exclusive contract car hire rates to dental plans and holiday deals, so make sure you start saving now! To access all these benefits and more, log in via http://benefits.pga.info Spruce up, clean up, and get your house in order this spring with PGA member rewards Tick off your to-do list with PGA Benefits wallet-friendly member-only offers to help with your home improvements.
Hotpoint Privilege Purchase Club With PGA Benefits, take advantage of the Privilege Purchase Club and its exclusive members-only pricing. Choose from over 850 different products which include great brands including KitchenAid, Whirlpool, Hotpoint and Indesit. Products range from washing machines, refrigeration, cookers and dishwashers. All prices include FREE UK delivery*. View more at: http://benefits.pga.info/promo014521.C38
Public liability insurance Cover is included in your subscription fee (if you are resident and working in the EU). Contact email@example.com or call 01675 470 333 for your individual certificate. For any claims, contact Howden on 0121 698 8050. Visit the dedicated PGA insurance site at: pgainsurance.co.uk.
VAT advice For support with golf-related VAT issues, contact Stephen Phillips on 01675 470 333 or: firstname.lastname@example.org.
PAYE/National Insurance advice BDO LLP offer a free helpline to members. Contact Michael Hepburn on 0131 347 0355 or: email@example.com
ARAG If you live in the UK and RoI, free legal advice is available from ARAG plc. 24 hours a day, 365 days a year on 0330 303 1846.
Save between 3-8% at major retailers Need ideas for your home this season? Earn cashback when buying DIY products and new homeware from major retailers including B&Q, Wickes, Debenhams, Sainsbury’s, Tescos and many more*. View more at: http://benefits.pga.info/promo014511.C39
To take advantage of these and other fantastic deals visit the PGA Benefits Special Offers page today!
The Open Championship Those of you that have been successful in securing tickets for this year’s Open Championship should by now received confirmation of the days for which you have been allocated tickets. If, for any reason you find that you are unable to attend, can you please contact the Membership Department as soon as possible so that a fellow member can be allocated the tickets.
The helpline is open Mon - Fri 10am - 4pm, Wed 7pm - 9pm *Calls are recorded for training purposes only. Confidentiality is maintained between callers and Prostate Cancer UK.
YO U R B E N E F I T S PG A M EM B ER S H IP Exclusive 20% discount for PGA Members* Call 0800 023 2020 or visit opticalexpress.co.uk to arrange your FREE consultation or to book your eye test.
Insight Healthcare To support Members that may be experiencing mental health difficulties, The PGA offers access to a 24/7 helpline service provided by Insight Healthcare. The helpline is manned by trained counsellors who are able to provide help and advice on any matter that is causing anxiety, concern or depression. The service is also available to close family and employees. If you feel you or someone close to you needs help, the number to call is +44 (0) 333 000 2082.
BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visit https://www.bmwpgasales.co.uk, call 0207 514 3599 or email: firstname.lastname@example.org
Peugeot Preferential rates available on a selection of cars over 24 months. Visit peugeot-contract hire.co.uk/pga, contact your local Peugeot dealership, or call the Peugeot Business Quoteline on 0345 313 3811.
SkyCaddie PGA members save over £150 on the new SkyCaddie SX500, Golfs ultimate rangefinder with its 5-inch Full HD touchscreen and the ability to give distances to the pin. Email email@example.com or call 01844 296358 for more info.
SkyTrak Order an own use SkyTrak Launch Monitor and receive a free Metal Case and the 1st Year game improvement software saving nearly £250. Then 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 firstname.lastname@example.org or call 01844 296358 for more info.
WE’LL HELP YOU EARN MORE FROM YOUR GREEN FEE REVENUE In partnership with The PGA, GoPlayGolf is designed to help you and your golf club benefit from the ever increasing numbers of golfers booking golf on-line. 6 BENEFITS TO YOU, THE GOLF PRO BENEFIT #1
Increase your green fee revenue BENEFIT #2
You pay less commission BENEFIT #3
You control the price BENEFIT #4
Bringing new golfers to you by providing an additional distribution channel BENEFIT #5
Works seamlessly with existing tee time booking systems BENEFIT #6
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 email@example.com quoting membership number. For more information log on to PGA Benefits via https://www.pga.info/members-landing.aspx *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Energy Linx – Cashback is subject to a 6 week switch period and it will need to be claimed. Prices correct on 01.03.19. PGA Benefit web pages are managed and run by Parliament Hill Limited of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.
The PGA Professional
IN PARTNERSHIP WITH THE
You don’t need an online booking system to benefit email: firstname.lastname@example.org for information
More Members’ benefits overleaf ! >> 55
YO U R B E N E F I T S PG A M EM B ER S H IP 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.
Offer all PGA Members discounted airfares across the whole network, with checked golf bag clearance (subject to availability). Discounted flights are available in all three cabins. Contact the Traveleads sports team at: email@example.com or 0113 242 2202 quoting your PGA membership number.
Silverbug Silverbug are IT experts who do things a little differently. We offer Members: Free IT health check of your business; Up to three months free managed IT services when taking out a contract; Option to leave within the first three months if you change your mind. For more information contact us on 0207 078 3795, quoting PGA.
Birdietime Offering all Members a free 1-hour marketing consultancy session to identify practical step to increase your tuition revenues. To book your session, email us at firstname.lastname@example.org Visit birdietimepro.com to learn more about our online booking and payment system.
Huxley Golf Incentive programme of up to £500 in commission when recommending customers to purchase an all-weather home putting green. Call +44 (0)1730 829 608 or visit huxleygolf.com
First Data Preferential rates to PGA members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.
Exclusive, convenient and Coca-Cola Special packages on products and coolers. For more information visit coca-colapga.com
Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or email email@example.com
Staysure To celebrate our sponsorship of the Staysure Tour, we’d like to oﬀer your members and their families 20% oﬀ† travel insurance with Staysure. As a thank you for referring your members to us, we’ll send you £10± every time someone takes out a policy on your recommendation – plus for every 10 policies sold in 1 calendar month, we will give you an additional £100. For more details and to download your poster visit: benefits.pga.info
Aphrodite Hills – Holiday Residences 25% discount on public rates with minimum stay of five nights (seven nights’ minimum stay during July and August). Valid for all apartments, junior villas and superior villa holiday bookings. Contact: firstname.lastname@example.org quoting: PGA Professional
Aphrodite Hills – Hotel 20% discount from package rates. aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional
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 email@example.com
Antalya Golf Club and Sirene Hotel
Smarter Golf Energy
Formby Hall Golf Resort and Spa
Solutions for golfers, by golfers – helping you use energy more efficiently and sustainably. We can help courses cut down on utility overheads and help individuals chip away at their home energy bills – all for the betterment of the sport. Visit https://smartergolfenergy.co.uk/
Attractive all-inclusive rates for you and your family. Contact firstname.lastname@example.org
Luxurious four-star accommodation from just £78 per room B&B (max. two occupants) and includes use of the upgraded pool and health club. Member deals available Sunday to Thursday for business or leisure. Contact Mark Williams on 01704 875 699 or email@example.com
For more information log on to PGA Benefits via https://www.pga.info/members-landing.aspx *Terms and conditions apply to all benefits. See website for details. Offers subject to change without notice. Energy Linx - Cashback is subject to a 6 week switch period and it will need to be claimed. Prices correct on 01.03.19. PGA Benefit web pages are managed and run by Parliament Hill Limited of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for noninvestment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register. Within those benefits are some benefits negotiated directly by PGA, and these are identified on the benefit web page.
The PGA Professional
SI TUATIO NS VACANT re c r uit m en t @ p g a . o r g . u k
Looking for PGA qualified or trainee assistant who is enthusiastic, reliable and works well in a team environment. The applicant will be responsible for delivering excellent service in Retail/Coaching and Golf Operations. Must be smartly presented and have the correct attitude to fit into a motivated team. The role will be for a minimum flexible 30 hours per week. Coaching is available outside these hours to increase earning potential. The role provides: Full training on retail, golf operations, coaching, custom fitting and repairs. Please email your CV and cover letter to firstname.lastname@example.org.
Supporting the relationship between PGA Professionals and the golf industry The PGA offers a free, bespoke service designed to assist you through the recruitment process to ensure you get the right PGA Professional for your facility. The PGA has helped more than 150 golf clubs with their recruitment needs in the past two years by: • Identifying roles and responsibilities • Assisting with writing the initial advertisement • Advice on interviewing • Guidance around remuneration • Developing service level agreements / contracts • Mediation and ongoing support For more information contact Jessica Harrison on 01675 470 333 or at: email@example.com
Assistant Professional Assistant PGA PGA Professional Seeking PGA Registered Registered Assistant Assistant Seeking an an enthusiastic, enthusiastic, career-minded career-minded PGA to Club; home home of of the the PGA PGA fourball fourball tojoin join the the team team at at Farleigh Farleigh Golf Golf Club; championship, develop our our golf golf operation. operation. championship, to to support support and and develop We focus on on driving driving the the junior junior Weoffer offer teaching teaching opportunities opportunities with with aa focus section, school programmes. programmes. Of Of course, course, section, golf golf academy academy and and local local school you with aa great great personality, personality, superb superb youneed need to to be be smartly smartly presented, presented, with customer passion for for golf. golf. Prior Prior retail retail customer services services skills skills and and a a real real passion experience do stuffy stuffy at at Farleigh Farleigh and and want wantto to experience isis desirable. desirable. We We don’t don’t do make with aa motto motto of of ‘a ‘a club club in in every every make golf golf accessible accessible to to everyone, everyone, with hand’. hand’. Farleigh golf, aa modern modern Farleigh features features 27 27 holes of championship championship golf, clubhouse, suites and and aa friendly friendly clubhouse, bar, bar, restaurant, restaurant, four function suites team grow, develop develop with with team of of around around 50, 50, which means you will grow, opportunities difference. opportunities to make a real difference. The weekends and and bank bank The role role isis 40 40 hours hours per week including weekends holidays required. In In return return we weoffer offer holidays although although occasional occasional flexibility required. competitive salary, salary, complimentary complimentary membership competitive membership at at Farleigh Farleighand and our sister sister club club Foxhills, Foxhills, 28 days’ holiday, pension our pension scheme scheme and andaa great place to work. Applications: CV & cover email Applications: email to to firstname.lastname@example.org by 10th email@example.com 10th May May 2019 2019 More details at https://www.thefoxhillscollection.co.uk/careers/current-vacancies/ https://www.thefoxhillscollection.co.uk/careers/current-vacancies/ pga-assistant-farleigh pga-assistant-farleigh Farleigh Golf Golf Club, Club, Old Farleigh Old Farleigh Farleigh Road, Road, Warlingham, Surrey, Surrey, CR6 Warlingham, CR6 9PE. 9PE. www.farleighfox.co.uk www.farleighfox.co.uk
Fife Golf Trust are looking to retain two self-employed PGA Professionals to deliver services at their Scoonie and Cowdenbeath golf courses. Fife Golf Trust (FGT) was established in 2011 to manage 7 golf courses on behalf of Fife Council. Season ticket numbers have bucked the national trend and grown to over 2,600 – with approximately 2,000 holding the 7 course “Rover” ticket ensuring a large and mobile customer base. Key Responsibilities: • Employ and manage a team to deliver the day to day services required. • Provide a well-stocked retail service – The Professional to have exclusive retail rights. • Collect Season ticket and visitor revenues on behalf of FGT (commission paid on both). • Organise tee bookings and ensure order of play is efficient. • To ensure a high level of customer service ensuring an excellent experience. • To provide coaching services and develop/deliver Golf Development initiatives - The Professional to have exclusive coaching rights. • To foster a positive working relationship with the “in situ” private club and other key stakeholders. FGT will offer a competitive retainer and commission package. For further information on either of the positions please contact Alistair MacGregor on 0777 9649767 or email: Alistair.Macgregor@fife.gov.uk. Closing Date: Friday 24th May
re c r uitm en t @ p g a . o r g . u k S I T UAT I O N S VACA N T
Pottergate Golf Club PGA Professional Trainee/PGA Professional Assistant and/or PGA Professional Would you like to be part of a really exciting venture? Our hardworking team are working together to create a club which we feel will be the epitome of the future of the industry contemporary, vibrant and fun. This is an amazing career opportunity for a trainee, (excellent training will be given), a qualified PGA assistant and/or PGA professional to thrive in a hospitality environment. With junior, group, individual lessons and a custom fitting pro shop, we have a variety of opportunity here. You will be encouraged to play tournament and social golf, within the club and outside of the club. Since taking over the club at the end of 2018 we have made significant changes and improvements to our outstanding and picturesque 9-hole course, clubhouse and ‘Room with a View’ in the heart of Sussex. Our fantastic location, between Brighton and London gives us the potential to grow our already thriving membership. Applicants should contact firstname.lastname@example.org www.cuckfieldgolf.co.uk
PGA Teaching Golf Professional Romanby Golf Club is situated 1 mile west of Northallerton, North Yorkshire’s county town. Founded in 1993 it is a member’s club with a high proportion of visitors and guests. The facilities consist of a Country Club, a Snainton Golf at Romanby retail outlet, an 18 hole golf course, 6 hole training academy course,12 bay floodlit covered driving range and a large putting green. The facilities are ideally suited to a professional golfer who has a proven teaching record and is ready to take the next step in their career to progress their successful teaching methods into developing their own Golfing Academy at Romanby.
Support would be given by the existing golf team to assist in progressing the applicant’s career and improving the facilities. To find out more about this great opportunity contact Edward, by email email@example.com with a brief explanation of your vision for the future.
Romanby Golf & Country Club, Yafforth Road, Northallerton, North Yorkshire, DL7 0PE. Tel: 01609 778855 www.romanby.com The PGA Professional
Pottergate Golf Club is an established private club that opened in 1993 and is considered by many as one of the best courses in the Lincoln area. We have a vibrant, eclectic membership base, as well as an outstanding and challenging course, that has had significant investment over the last few years. We are seeking an enthusiastic, friendly, charismatic, highly motivated PGA Professional to join our small team to deliver outstanding levels of customer service to our members and visitors. The successful applicant will be required to provide coaching, repairs, fitting and shop/bar work whilst enhancing and developing the teams excellent reputation. They will also play a significant role in marketing the clubs’ activities, the development of junior golf and assist us in the acquisition process / building, implementation and running of a driving range. If you are a fully qualified PGA Professional interested in this self-employed role, (with a minimum of 20 hours a week shop work), then please email your CV with a covering letter to firstname.lastname@example.org. Closing date: 15th May 2019.
West Bradford Golf Club, West Yorkshire West Bradford Golf Club is a private members golf club established in 1900. Situated on the edge of Bronte Country, West Bradford is a mature parkland golf course designed by Hawtree + Son, set in 100 acres. We are currently seeking an enthusiastic, highly motivated, personable and creative PGA Professional to deliver outstanding levels of service to both our members and visitors. The successful candidate will provide; • First class tuition to our members • A retail outlet offering a broad range of golf club stock and services. • Junior coaching, • Custom fitting Also have the creative ability to work alongside our Marketing Manager to drive club membership and visitor numbers forward. The Professional will have access to excellent teaching facilities, with an indoor swing room, a small range, a practice putting green, along with a chipping green and practice bunker. Interested candidates are welcome to arrange a visit, and a tour around the club facilities. Please email email@example.com to arrange a visit. If you are a fully qualified PGA Professional interested in this selfemployed, retained role, then please email your CV with a covering letter to firstname.lastname@example.org by the 10th May.
E MPLOYMENT O P P O RTU NIT I ES rec r u i t m en t @ p g a . o r g . u k UK AND IRELAND Cleveland Golf Club, Tim Jenkins Golf Ltd
Kingswood Golf Centre, Doncaster
PGA qualified Professional to join our team at our Cleveland GC store. Duties include coaching, custom fitting and retail. Looking for an enthusiastic person with good product knowledge and custom fit experience. Good rate of pay plus commission and fitting fees. Own transport essential. Applications with CV to email@example.com ASAP.
Wyke Green Golf Club
Woodbridge Golf Club, Suffolk
PGA qualified or trainee assistant who is enthusiastic, reliable and works well in a team. The applicant will be responsible for delivering excellent service in Retail/Coaching and Golf Operations. The role is for a minimum 30 hours per week. Coaching is outside of these hours to increase earning potential. Apply to firstname.lastname@example.org.
Exciting opportunity for hardworking enthusiastic professional looking to develop their coaching custom fitting and retail skills at our busy golf centre. Facilities include 18-hole course driving range adventure golf course and state of the art performance centre. Please apply to Chris.email@example.com.
Requires a highly motivated PGA assistant/registered trainee who is enthusiastic, reliable and works well in a team. Responsibilities include Retail and Golf Operations. Minimum 30 hours per week. Coaching outside of these hours to increase earning potential. Please send covering letter and CV to David Callaway: firstname.lastname@example.org. Woodside Golf Club & driving range, Cheshire
Full time job at our busy retail store in Swindon, we are looking for someone enthusiastic about custom fitting and teaching, we offer a good basic, high commission rate and teaching benefits. Please apply to email@example.com
Full-time / part-time teaching professional required. This is an excellent opportunity to focus on teaching with no shop hours at a very busy centre that includes 24 bay floodlit range, 9-hole adventure golf, Excellent earning potential. Apply with CV: firstname.lastname@example.org Start date – ASAP
Bristol Golf Centre
Marton Meadows Golf Club, Macclesfield
Tony Valentine Golf Centre Ltd, Swindon
Full-time / part-time teaching professionals required on employed or self-employed basis. This is an excellent opportunity to focus on teaching with no shop hours at a very busy centre that includes 24 bay floodlit range, 18-hole adventure golf, Starbucks coffee shop. Excellent earning potential. Apply with CV: email@example.com
Full-time teaching professional required. Excellent earning potential. Applicants must be self-motivated and hard working. Brand new 9-hole golf club, with fantastic facilities. Apply with CV: firstname.lastname@example.org Start date – ASAP
Witney Lakes Resort, The Club Company
Lisheen Springs Golf Club, Ireland
Witney Lakes Resort in Oxfordshire, part of The Club Company, requires a Golf Operations Manager. The successful candidate will be responsible for the promotion of golf membership, all green fee income, golf society days and retail shop. IT skills advantageous. CV to: email@example.com or 01993893000.
Requires a highly motivated, enthusiastic and reliable PGA Assistant/ registered trainee/trainee applicant with excellent interpersonal skills and customer service focus. Responsibilities include retail and golf operations, delivery of golf tuition and club fitting and repair. Ability to work within a team is essential. Applications, including CV to firstname.lastname@example.org before 18/05/2019.
West Bradford Golf Club, West Yorkshire
Muswell Hill Golf Club, London
PGA Professional to take over a well-supported shop at a friendly club on the outskirts of Bradford. Members and visitors welcome coaching and the latest equipment to improve their game. Interested candidates please email CV to email@example.com. Visits are welcome, please email to arrange a visit.
Registered PGA Trainee / Assistant required to join the retail and professional team at this premier club. Training and responsibilities include Proshop retail hours, customer services, custom fitting and coaching. We will assist you with initial local accommodation search. Please send your CV to firstname.lastname@example.org.
Pumpherston Golf Club
Pontypool Golf Club, a members’ 18-hole golf course, requires a club professional. A retainer and percentage of green, buggy and competition fees. Free shop, extensive indoor and outdoor practice facilities. Applications with CV via email to: email@example.com. Closing Date 16th May 2019.
First Year Trainee position available at Pumpherston GC, a busy members club with excellent practice facilities located near Edinburgh. Candidates should have excellent communication skills and ambition for building coaching business. 30 shop hours per week, with playing/coaching outside of these times. CV and covering letter to firstname.lastname@example.org.
Pontypool Golf Club
re c r uitm e n t@ pg a. or g . u k EM PLOY M EN T O PPO R T U N I T I E S
Weybrook Park, Hampshire
Garon Park Golf Complex
Looking for a highly motivated qualified professional or registered assistant to join our team at a progressive club. Candidates will need a passion for coaching, retail, playing and first-class customer service. Email CV and cover letter to Steve.email@example.com before 28th February.
Wanted, proactive PGA Professional to join our team. The role includes some retail work, with plenty of scope to build up a coaching diary. The successful candidate will deliver group coaching to juniors, adults and individual lessons. There are no coaching fees charged. Please contact Ben@garonparkgolf.co.uk or 07904 960515 for further details.
Training applicant/registered assistant required at a busy private members club. The successful candidate will be highly motivated with excellent communication skills. Role to include retail, repairs, custom fitting and a great opportunity to develop Junior coaching at a popular links course. Please email CV to: firstname.lastname@example.org before 18/05/2019 Mypro Golf St Andrews, Fife
We’re delighted to offer a seasonal coaching role at Mypro Golf, St Andrews. Potential for role to develop into full time position if interested. Applicants should be fully qualified PGA instructors and enjoy working with engaged and motivated junior golfers. For full details visit: www.mypro.golf/seasonal-coaching-position Please send applications to: email@example.com.
Kingsthorpe Golf Club
We have an exciting opportunity for a registered/ unregistered or qualified assistant to join our team at Kingsthorpe Golf Club. The role includes shop hours, custom fitting and helping to develop the junior section. Previous experience not essential. Please email your covering letter and CV to firstname.lastname@example.org. To place your vacancy/availability here contact Jessica Harrison in Member Services at: email@example.com or on 01675 470 333.
Denham Golf Club
Looking for a registered / 1st year Assistant Professional to work at Denham Golf club in Buckinghamshire , shop hours on a shift system allowing plenty of time to play and teach, great facilities with a indoor studio Send cv to firstname.lastname@example.org Worldham Golf Club
Enthusiastic, self-motivated individual required to join the team at Worldham Golf Club. The role will consist of assisting the GM with golf operations, as well as delivering junior coaching programmes under guidance of the Academy Manager. Fantastic opportunity to help grow a fantastic Golf Club and Academy. Please email CV to email@example.com Army Golf Club
Requires a highly motivated, enthusiastic and reliable PGA Assistant with excellent interpersonal skills and customer service focus. Responsibilities include retail and golf operations, delivery of golf tuition and club fitting and repair. Ability to work within a team is essential. Please send CV and covering letter for the attention of Chris Hudson to: firstname.lastname@example.org Mottram Hall
We have a fantastic opportunity for a motivated and passionate Golf Operations Supervisor to assist in leading our dedicated Golf department at Mottram Hall. Ensuring members/corporate & residential events run effectively on course. Also supervising the golf shop, driving range, halfway house etc. Apply with CV to Jason Davies: email@example.com The PGA Professional
Have you come to a career crossroads? Not sure which step to take next to move forwards? We are here to help! The key to having a satisfying career is knowing yourself, knowing your strengths, understanding your values and identifying what you need to do your best work. Identifying and landing a role that fits around you - rather than you trying to fit it - is what leads to greater personal fulfilment and job satisfaction. The PGA’s very own Business Relationship Officer network are here to provide members with FREE career planning and advice. Get in touch with your local officer today and take steps towards making 2019 the year you move your career forwards. Email firstname.lastname@example.org
COLUM N F I N A L T H O U G H T
The future is bright Doug Poole, CEO, UK Golf Federation, encourages PGA Professionals to widen their skill set, as more and more facilities turn to their PGA team for the overall running of the business.
s CEO of the UK Golf Federation I represent over 300 Marketing is selling and golf facilities which are mostly made up of proprietary ultimately what makes golf course and driving range owners. They have a business! Here there are always vested interest in being number one in service and quality. The opportunities for creative UK Golf Federation is one of the biggest employers of PGA Golf professionals. Professionals, with many of my members’ facilities having more It’s a tough part of any than five or six PGA Professionals involved in their business, from business as you carry the front desk to coaching and management of the entire operation. responsibility of developing Golf is an industry on the move and it is my view that customers for not only the golf Doug Poole opportunities to expand your PGA skills into new areas of course and driving range, but the business should not be missed, as new developments in also the catering and ultimately management and service within the golf industry are open the whole facility. Financial and written skills are needed and it’s to all. There is so much more to working in golf than playing always good to get your social media abilities up to scratch, as this and coaching. is now key in growing most businesses. There are no glass ceilings as the PGA qualification is taken I have probably told you what you already know? However, the seriously within and outside of the knowledge, skills and qualifications golf industry and there are many you have are needed in this sector ways to diversify into other areas of the golf industry if it is going to the knowledge, skills and in golf to use your skills. Whilst thrive and help golf participation to working with the brands in both start growing again. qualifications you have hardware and clothing is a great Defining and developing your are needed in this sector direction to take, I would like to skills is ongoing for life, so look of the golf industry if it see PGA Professionals focus on golf ahead and picture the place you facility management as golf courses wish to be as a PGA Professional. is going to thrive and and their facilities will change over Playing, coaching and owning a shop help golf participation the coming years. Many will have to is current but what will it look like in to start growing again develop new offerings to attract and 10 years? Being part of the future of a keep their customers. different area of the industry is open It might be time for you to to everyone. define your aspirations on where you would like to be in say five My members of the UK Golf Federation have many successful or 10 years-time, and to do this a focus on specialisation is key. PGA Professionals running key parts of their business, not just There can be little point in looking short-term, so looking ahead coaching but all those I have mentioned already. It’s a gratifying at your position in the golf industry is very important and this profession to be involved in, but it is a business so don’t be afraid is something that should match your skills and desire to enjoy to go and get more skills and qualifications in the key areas of the working in this great industry. industry you want to work in. Managing Director, Director of Check-out your skills. Financial management, for example, Golf, marketing and operations all require financial skills to some is part of the key skill set most of my members would see as level so my advice is check yours out now and maybe invest in an essential. Can you develop business plans, manage cashgetting some extra qualifications in this area. flow, banking and staff? It’s not everyone’s bag! But good basics Opportunities are there to use your skills as a PGA Professional are usually a pre-requisite if you want to move into facility in so many new and interesting areas of the golf industry. You can management. become that KEY PERSON!
Business rule #1 Surround yourself with good company
Helping the golf industry do business
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