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Volume 14 Issue 7 July 2018
MAKING THE CONNECTION
Marketing to potential women golfers
CONVENIENCE FOODS Direct to your door Brakes service takes off
GOOD FOR BUSINESS
Online lesson booking is here to stay
Andy Thorpe - PGA Professional Peterborough Milton Golf Club
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Professional THE OFFICIAL PGA MEMBERS’ MAGAZINE Editor: Jane Carter PGA News and Features: Steven Carpenter (firstname.lastname@example.org); Adrian Milledge (email@example.com)
F E AT U R E S
17 Online Booking
How it can free up your time for more profitable activities
24 It’s a Sweet Deal
We outline the new partnership between Brakes and The PGA, bringing you customer service and great offers
Coaching: David Colclough Marketing: Antje Derks
INSIDE THE PGA
Contributors: Phil Barnard; golfbreaks.com; Nicole Wheatley; Angela Youngman
Editorial assistant: Kelly Lewis
Advertising sales: Ben Foster (firstname.lastname@example.org); Keith Foster (email@example.com) Employment opportunities: Yvonne McPhillips (firstname.lastname@example.org) Photography: Getty Images, Adrian Milledge Design: Barbara Stanley
Making the Right Connections
How you can find female customers and market to them
This Month from the Chief Executive PGA News
News from The PGA and the Regions
12 July Tournament Previews and Reviews
English PGA, Staysure Trophy, Staysure PGA Seniors Championship, Titleist & FootJoy PGA Championship
48 Coaching Opinion Ball flights and impact
59 PGA Member Benefits
Thailand Conference, Parliament Hill and more
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64 Employment Opportunities The latest job vacancies
R E TA I L I N G
28 Trade News
Golf people and products
36 Retail Watch
Smart pricing and summertime stock decisions
38 Training Aids
The latest equipment seeks to give you the edge
Sunglasses are an important year-round accessory
T R AV E L
46 Trips Advisor
How to decide the format of your next Golf Pro break
A great Portuguese alternative to the Algarve
50 Top Travel Picks for July
M A G A Z I N E
Volume 14 Issue 7 July 2018
54 Connecting with Female Golfers
Collateral to help you get your message across
MAKING THE CONNECTION
Marketing to potential women golfers
CONVENIENCE FOODS Direct to your door Brakes service takes off
GOOD FOR BUSINESS
Online lesson booking is here to stay
Front cover: Finding and appealing to female customers, see page 21
The PGA Professional
| July 2018
57 Personal Branding
Why you should use your club’s blog
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THIS MONTH FROM THE CHIEF EXECUTIVE
e recently launched our new email communication called PGA Connect. This initiative was developed as a result of last year’s Member Survey which identified that overall you would prefer to receive news and information via email. Our objective was to deliver a modern, easy to read communication that keeps you up to date with key matters. Feedback so far has been very positive and if you do have any suggestions on how we could improve PGA Connect please speak to a member of the PGA staff. This month also sees the launch of the PGA Placement programme, an idea that came out of Wear it with pride: The PGA Professional crest is a great asset discussions at last year’s Overseas Members Event. We see these placements as a great opportunity for both assistant the BROs and Regional Managers to identify themes or capability professionals and qualified Members looking to experience gaps which will define the future PGA Continual Professional working overseas and we are pleased that this month we have Development offering. Initial feedback for the enhanced BRO six opportunities which are presented in the recruitment section service has been favourable which presents a great base from of the website. For further details please see the article in this which to gain momentum and evolve. edition of the magazine. A theme that I plan on picking up on during the year is the Building on the success of last year, we are again delivering need for the PGA staff and all Members to highlight the great the overseas conference at Laguna work that you all do on behalf of our Phuket, Thailand. The conference great game. I have said many times will take place on the 11-14 that the brand PGA is only as strong I have said many times that November 2018. I am cognisant as our Members and I would ask you the brand PGA is only as of the fact that we provide limited all to use the three most distinctive support for our Overseas Members letters in golf whenever you can, strong as our Members … and this conference will form part on your shop sign, business cards, You are, and always will be, at of a future plan to invest in you, tweets... You are, and always will be, offering both increased support at the heart of the game and it would the heart of the game and educational and networking be fantastic to see PGA mentioned opportunities. The conference whenever we see any initiative is not exclusive to our Overseas around growing the game. Members, indeed it would provide a great opportunity for those I am also aware that many of you do not wear the PGA Crest Members considering a future role overseas or seeking a first on your uniform and clothing. Feedback from the Members class educational experience. Please refer to the website for a survey suggested that the crest is not easily identifiable and summary video of last year’s event and further details for this difficult to embroider so we are currently exploring a redesign to year’s conference including an outline of the extensive and varied encourage more of you to use your crest. speaker programme. Keep up the good work and I look forward to seeing many of The new Business Relationship Officer team, having you through the course of the year. completed initial training programmes to complement their already broad industry knowledge, are now fully operative and coordinating activity with the Regional Managers. The BROs are offering support across a variety of issues including recruitment, contract support, business review, career advice and training Robert Maxfield needs. Although the enhanced service is still new, the plan is for Chief Executive
The PGA Professional
| July 2018
News Optical Express partners with The PGA OPTICAL EXPRESS, the UK’s leading complete eye care specialist, has its sights set on inspiring the next generation of golfers after becoming an official PGA Partner. As part of a new three-year partnership, Optical Express will work alongside PGA Members to encourage people to play golf and choose it as their sport of choice. As well as encouraging a new wave of players, Optical Express hopes to raise greater awareness of eye health within the sport and help golfers to improve their performance on the course. David Moulsdale, founder and Chief Executive Officer of Optical Express, said: “Our mission is to introduce the sport to a new generation of people who will be able to enjoy it just as much as the current generation, and who knows, we may just inspire the next golfing great.
“Maintaining good vision and making eye health a priority helps golfers perform at their highest level all year round, in varied conditions and climates. It also makes the game more enjoyable with none of the fuss of glasses or lenses, providing the ultimate convenience.” The partnership celebrates the unity of both brands. Precision, skill and expertise lie at the very heart of each organisation. Professional golfers, just like ophthalmologists, take years to hone their craft and precision is key to success when performing at a high level. Commenting on the partnership, Robert Maxfield, Chief Executive of
The PGA, added: “We’re delighted to announce this exciting new partnership with the most respected eye care specialist in the UK. “It is imperative for The PGA to promote the importance of eye health and we will educate our Members about how Optical Express can make playing golf a more enjoyable experience.”
Coles named PGA Cup vice-captain ROB COLES has been named as a vice-captain to “Playing in the competition and winning meant Cameron Clark for Great Britain & Ireland’s PGA a lot to me. I hadn’t played as part of a team for Cup clash with America in Texas next year. so long so it was brilliant and I really enjoyed that The 45-year-old played an integral role in atmosphere. helping Great Britain & Ireland secure back-to-back “I watched Cameron and Martyn (Thompson) do victories over United States for the first time at a great job last time in that role so I’ve learned a lot Foxhills Club & Resort last September. from what I saw from them. The former European Tour player was the top “They helped everyone settle into the week and points scorer on his PGA Cup told us what to expect. I guess debut, winning four out of five that’s what Cameron will want matches as the hosts recorded from me and anything that he an emphatic 16-10 victory. needs organising.” Coles will be looking to lead Commenting on Coles’ Great Britain & Ireland to an appointment, Clark added: “I historic third consecutive victory can’t think of anyone better to over the Americans at Barton help me lead Great Britain & Creek Resort in Austin, Texas, Ireland in America next year. where the match will take place “After last year’s match he from September 27-29. stated it was the best golfing “I am delighted that Cameron experience of his career. For has asked me to be his vicesomeone who’s played in over captain for the 2019 PGA Cup in 300 events on the European Rob Coles: named as vice-captain for the 2019 America,” said Coles. PGA Cup clash against America Tour, that counts for a lot.”
News Panton-Lewis rolling back the years CATHY PANTON-LEWIS is heading across the Atlantic to compete in the first US Senior Women’s Open at Chicago Golf Club, America. Panton-Lewis celebrated her 63rd birthday in style by winning the pre-qualifying event by two clear strokes at Ferncroft Country Club in Boston, Massachusetts last month. “I played Ferncroft where the event was held over 30 years ago in the Boston Five Classic on the LPGA Tour, back in the mid-eighties. “It was fun to return there and I even stayed in the same hotel that I stayed in when I was on tour. “As it was also my 63rd birthday, it’s one I’ll never forget, especially when I was being presented with my winner’s medal from the USGA. What a birthday present!” Panton-Lewis turned professional in 1978 having won the British Ladies Amateur title and was a founding member of the Ladies European Tour (LET). She won the first ever LET Order of Merit event and went on to win 14 Tour titles during an 18-year career. Now working as an Assistant at The Berkshire Golf Club in Ascot, Panton-Lewis is putting her club duties to one side as she prepares for the US Senior Women’s Open from July 12-15.
First open day deemed a big success BUDDING STUDENTS got an insight into the potential paths to becoming a fully qualified PGA Professional during the first open day held at the National Training Academy. Information was provided about the Foundation Degree in Professional Golf Studies as well as the diploma in Applied Golf Management Studies. The day consisted of talks and discussions with course leaders and former students, a tour of the PGA National Training Academy, and a Q&A session concluded proceedings. Simon Hubbard, head of training at The PGA, commented: “It was fantastic to be able to showcase the PGA Training Programme to prospective new Students and their guests. “This was the first time we hosted an open day here at the National Training Academy and we’re delighted with the amount of people who came along and took an interested in becoming a PGA Professional. “We look forward to showing more people around the Academy for the next Open day in August.” Another open day will be held on Thursday August 9, 2018. If you know anyone who is interested in attending please email email@example.com.
Swingzone at the Open A RECORD number of PGA Professionals will be providing free coaching lessons at the 2018 Open Championship at Carnoustie. While the likes of Rory McIlroy and Jordan Spieth capture the headlines on the course, a 30-strong group of pros will deliver thousands of free 15-minute lessons to spectators inside the Swingzone. Among the coaches over the eight days is Jamie Cundy, who is a regular at the Swingzone, and PGA Master Professional Peter Ball. Another familiar face will be Denise Hastings, who is set to work at what she believes will be her 14th Open Championship. The PGA Professional
| July 2018
“The Open is the best place for us pros to show off our skills to the public,” said Hastings. “I am so excited to have been chosen again to be a part of the great team of top professionals. It is one of the best weeks in my coaching year; it’s really so very special.” “Working with other PGA Professionals allows us all to watch and learn from one another. After all, we are learning all the time and this is one of the best things about working at The Open.” Dr Jonathan Wright, Golf Development Executive at The PGA, added: “The Open Swingzone is a great opportunity for us to showcase the valuable role
and skills of a PGA Professional. “This year The PGA’s #WeLoveGolf campaign will also feature in the Swingzone where a record number of female coaches and their male colleagues will look to inspire as many women and girls as they can to take up and continue playing the game.” 7
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News Peter Thomson (1929 – 2018) THE WORLD of golf is mourning and his four children, Deirdre, Pan, the loss of PGA Life Member and Fiona and Andrew.” five times Open champion Peter Martin Slumbers, chief executive Thomson who has passed away in of The R&A added: “Peter was a Melbourne, Australia, aged 88. true gentleman and will be forever Peter took up golf at the age of remembered throughout the world 12 and was his club’s champion of golf as one of the great chamthree years later. As a professional pions of our wonderful sport. he followed up with 89 tournament “He was a distinguished Honwins, an achievement that included orary Member of The Royal and claiming the Claret Jug five times. A Ancient Golf Club of St Andrews trio of those came in 1954, 55 and and will be sorely missed by all of us 56, making him the only golfer in at The R&A. Our thoughts are with the 20th century to win The Open his family at this very sad time. in three successive years. In winning The Open five times, Nine of Peter’s wins were Peter emulated the achievements achieved on the American senior of two of the three PGA founders, circuit in 1985, setting a record that James Braid and JH Taylor, as well still stands; another followed three as Tom Watson. Only the third years later when he was victorious in member of the founding trio, Harry the PGA Seniors Championship at Vardon, with six victories, has won it Peter Thomson North Berwick in 1988. on more occasions. His career as a PGA of Australia The successes of Watson and professional was similarly significant and successful. Peter, however, were achieved in a more competitive age and Peter was the longest serving chairman of the PGA of Aus- against fields comprising a host of international stars. tralia, undertaking the role for 32 years. He also designed and One of them, Peter Alliss, a former PGA captain who played built courses in Australia and around the world, helped establish in the Ryder Cup eight times and became a celebrated TV comthe Asian Tour and worked backstage for the Odyssey House drug mentator on the game, finished four shots behind Peter at Royal rehabilitation organisation where he was chairman for five years. Birkdale in 1954 when he won The Open for the first time. Those achievements on and off the golf course were recThe two went on to become friends as well as rivals and ognised in both Great Britain and his home country. Alliss recalled: “The game was played differently back then. It Peter was made a Member of the Order of the British Empire was played more along the ground as opposed to in the air as in 1957, Commander of the Order of the British Empire two it is now. years later, and an Officer of the Order of Australia in 2001. “Peter was a brilliant judge of distance, a sound putter, had He was also a longtime friend of the PGA of Great Britain good nerves and an adequate short game. Above all, he had a and Ireland and was recently made a Life Member. superb golfing brain – he was able to think his way round the Paying tribute, The PGA’s chief executive Robert Maxfield golf course. said: “The term sporting legend is often attributed to men and “Off the course, he was always a gentleman, had a sharp and women who do not justify the description. That’s not the case often sardonic sense of humour and a keen interest in what went with Peter. His achievements on the golf course and as a person on around him. are testament to that. “I remember him coming back from a trip to India with a “His passing means the game has lost one of its most accom- huge book about Gandhi. That inspired him to see the film four plished players and ambassadors, we at The PGA have lost a times. loyal and great friend and the world has lost a gentleman who “And he loved the musical My Fair Lady – he knew all the was renowned for his kindness and grace. words of all the songs. We were friends for 61 years and I, like “We extend our heartfelt condolences to Peter’s wife, Mary, everyone in golf and all his other friends, will miss him terribly.” The PGA Professional
| July 2018
News Protect your pro shop from theft PGA MEMBERS across the UK and Ireland are being urged to be extra cautious following a series of robberies and break-ins at pro shops in the Scotland region. The Scottish Business Resilience Centre (SBRC) has provided these steps that can be applied to prevent theft. Physical Security Alarms should be well positioned so they are seen as a visible deterrent, much like CCTV. It’s best to have an alarm monitored by an alarm-receiving centre, or notification sent to your phone or tablet. CCTV Technology has improved in CCTV; making cameras clearer but also smaller, but in the same way as alarms your CCTV cameras should be easily identifiable. Signs saying you have CCTV for the ‘prevention and detection of crime’ should be bright and well positioned. Staff Often those persons who may wish to break in and steal your stock will visit the club to see how easy it is for them to get in and out. It is at this time they may be noticed by you and your staff. If you are unsure of someone engage your customer service skills; can I help you today? Are you looking for anything special? Sometimes criminals start by calling into the pro shop or telephoning, asking for something specific, asking if you stock a certain set of clubs or range of clothing. Whilst doing so they will be looking at your security features. More importantly, you are looking at them, you are talking to them, picking up where they come from by their accent, and questioning do they look like they play golf or know what they are talking about? By employing security measures it can help deter any would-be thief from thinking you are a soft target and they may think twice before committing crime. Insurance The final preparation is to ensure that you have the correct level of insurance. Some pros have found insurance companies to be tardy in their re-imbursement. You will therefore need to ensure the terms of your insurance are appropriate. PGA Partner, Golf Plan offer bespoke pro shop cover for PGA Professionals to meet the needs and requirements of each shop. They work with a panel of insurers that provide comprehensive cover at competitive rates. Contact details for Golf Plan can be found in the Member Benefits section of the website. Security Assessment The full security assessment provided by The Scottish Business Resilience Centre can be found in the Information and Resources section of the website.
Gleneagles hires two PGA pros ICONIC SCOTTISH golf venue Gleneagles has imported two experienced PGA Professionals to continue its world-class golf operation. Clarke Lutton and Steven Johns both arrive at one of the top golf resorts in the UK with significant experience across international golf markets. Aberdeen-born Lutton is a former touring professional having made a series of competitive appearances around the world, including in European Tour and Challenge Tour events. The 30-year-old has also managed his own golf coaching business based in the Costa del Sol, Spain. Lutton said: “I’m confident that in joining Gleneagles’ talented team of PGA teaching professionals my experience of playing and teaching golf across the world will further enhance the already five-star customer experience at The Glen.” Johns arrives from Abu Dhabi City Golf Club where he was Director of Golf for 10 years, overseeing golf operations, membership development and tournament delivery. He commented: “I’m continually looking to improve myself and in joining Gleneagles I have a burning desire to make a significant and positive contribution to the way in which golfing guests and members enjoy their practice time and rounds across all three championship courses.” Lutton and Johns arrive at Gleneagles, host venue of the 2014 Ryder Cup, on the eve of a series of exciting milestone events. The inaugural European Golf Team Championships will be staged on The PGA Centenary Course this August and The Solheim Cup will be played there 12 months later.
Woodbridge boost for Oxford MARTIN WOODBRIDGE has moved to Oxford Golf Club in a bid to increase accessibility to golf for beginners, members and guests. The 32-year-old will work with the club’s head professional, Joe Pepperell, and brings a wealth of experience to the role. A regular winner on the PGA South Region circuit, Woodbridge leaves his position as head golf professional at Bearwood Lakes Golf Club where he has been based for the last six years. He said: “Oxford Golf Club is a fantastic course and the greens are first class. The Board’s vision to progress the club, attract more members and make coaching more accessible really impressed and appealed to me. “Joe is an excellent professional and I am delighted to be Martin joining such a great team at an Woodbridge exciting time for the golf club.” www.pga.info
News Winter Series round-up
Building on success CHARLIE TETLOW is determined to build on Cranleigh Golf & Country Club’s recent success as he takes over the reins from Karl Morgan at the Surrey club. The 28-year-old has been named as the successor to Morgan and becomes the club’s head professional. Tetlow has extensive experience in coaching and high-level competition. Formerly a competitor on the Asian Tour and EuroPro circuit, he has also enjoyed coaching roles at The Wynyard Club, Urban Golf Performance, No1 Junior Golf Academy and most recently with Hoebridge Golf Centre. Tetlow was recommended to the club by Morgan as his own replacement and is keen to build on the impressive foundations in place.
GRANT JACKSON won the fourth Titleist & FootJoy PGA Winter Series in China after claiming victory in the final event at Xili Golf & Country Club. The series has been running since 2014 and involves overseas PGA Professionals as well as China PGA Tour Series and China Tour Series players. It consists of ten tournaments played from October through to April at a selection of top class facilities, including Mission Hills, Harbour Plaza and OCT Wind Valley, as well as Clearwater Bay Golf & Country Club in Hong Kong, a new venue for 2018. The series began at Xili Golf & Country Club on October 16 and ended at the same venue on April 30 where Jackson won the 36-hole final with a score of 136 (eight-under par). A points total of 216 saw Jackson finish top of the Order of Merit, with Brian O’Donovan finishing as runner-up on 142 and Andrew Smith came third with 129. Jackson was presented with the Winter Series trophy and a brand new Scotty Cameron putter, provided by main sponsors Titleist & FootJoy. Other sponsors included McCawleys Bar & Restaurants and Stephen & Sons Fine Shirt Makers. Organiser and player Robert Eastwood commented: “For the PGA Professionals here in Shenzhen and Hong Kong, the Winer Series has created good player relationships from many different nationalities. “Golf has been the common link between what sometimes is difficult communication between Chinese and English languages not to mention the different cultures. “The Winter Series has been sponsored by Titleist & FootJoy for the past three years and they have given us a huge amount of support. A great synergy has been created and we are proud to be working with them as an existing PGA Partner.” The 2018/19 Winter Series will begin in October. For more information email firstname.lastname@example.org. The PGA Professional
| July 2018
He said: “Karl has done a lot of great work with the academy and I’ll be looking to take that on. It will be very similar but I’m keen to bring more juniors and new golfers through the ranks and bring in a few of my own ideas and methods.” Tetlow is a modern student of the game, employing state-of-the-art technology and fresh methods to com bine the benefits of fitness and biomechanics with golf. He added: “I’m a bit of sports nerd and I’m doing a sports science degree but there are many ways to use knowledge and technology to get the best from your ability. I’m looking forward to sharing that with the Cranleigh members and hopefully bringing some new golfers to the club.”
Look out for PGA Connect THE PGA is launching a brand new email communication for Members called PGA Connect. The bi-weekly newsletter will cover a variety PGA matters and will provide you with useful information to help you both in your personal and professionals lives. It will also include national, regional and industry news, as well as an insight into what Members are up to in the world of social media. Keep an eye out for the latest offering of PGA Connect in your inbox.
T O U R N A M E N T S English PGA Championship
Matt Cort takes a shine to Saunton Leicestershire pro records a wire-to-wire victory in revived tournament, writes Adrian Milledge.
ompetitors in the English PGA Championship at Saunton were fulsome in their praise for the course, the club’s hospitality and tireless efforts of the volunteers essential in ensuring the tournament ran smoothly, but Matt Cort has more reason than any to want to take this glorious portion of Devon home with him. Having won the PGA Play-Offs on the club’s East course two years ago, the pro from Beedles Lake Golf Club, Leicestershire, followed up with victory on its younger sibling, the West, to claim the £5,000 first prize. There the similarities end. Whereas Cort prevailed in a play-off in October 2016, he led the revived English PGA Championship from start to finish to be 14-under-par at
the end of 54-holes and three shots clear of second-placed James Freeman. Even more contrasting was the hue and constitution of the courses. Days of unrelenting sunshine had turned the lush and forgiving fairways of the autumn into parched rock hard strips of terrain. It called for Cort to show his skills by adapting to alien conditions. “This was a different beast to the grassy and softer conditions of two years ago,” he said. “It’s something we don’t usually come across and I had to change my game.” A six-under-par opening round of 65 followed by two of four-under were proof positive of a game plan he refused to change, even when Paul Nessling took the lead after
three holes but then faltered. Meanwhile Retford Golf Club’s Freeman ensured an East Midlands oneMatt Cort two and Andy Raitt weighed in with an ace at the par-three 16th en route to finishing third on 10-under. As a result, Cort was able to adopt a safety first approach on the final two holes although he did flirt with bunkers at both. It meant a comfortable run in for Cort who added: “I’m delighted to win this tournament. It’s a prestigious one and to have it back on the schedule after an eight year gap is great for us pros.”
The Staysure PGA Trophy
The Staysure Trophy has the potential to become a regular entry into every senior amateur golfer’s diary. Adrian Milledge reports.
he PGA in Scotland’s representative in the inaugural final of the Staysure Trophy, Ross Harrower, believes the fledgling competition is destined to become a popular addition to the Association’s tournament programme. Harrower, the head PGA Professional at Boat of Garten, and his amateur partner from Inverness, Gordon MacDonald, booked their place in the competition’s final by winning the regional qualifier at Crieff. They will now make the long journey south to the London Golf Club in Kent where they will compete with five other pairs comprising a PGA pro and senior amateur to become the first winners of the Staysure Trophy. The 36-hole final of the competition, which carries a £30,000 prize fund and 12
Ross will be staged before Harrower the Staysure PGA Seniors Championship, will be the first of many according to Harrower. “Once we all saw the details for the final we thought it’s a cracking event,” he said. “The guys who played at Crieff were very keen on the event considering the amount of senior golfers there are now. “And when more people see that then there’ll be bigger field and I don’t think it’ll struggle at all. “I see it going from strength to strength, the number of senior players is growing and I don’t see it being an issue.” The Scottish duo, who amassed 43 points in their Stableford-format qualifier to win
by three points, will face opposition with experience of winning the finals of national PGA pro-am competitions. Holme Hall Golf Club amateur, 18-handicapper Chris Worthington is partnered by Paul Bradshaw who, in tandem with retired GP Chris Hall, won the SkyCaddie PGA Pro-Captain Challenge in Morocco last November. Similarly, St Kew Golf Club amateur Terry Dyer has a partner who is no stranger to contesting high-profile finals and winning them. Dyer, who plays off 22, lines up alongside Richard O’Hanlon, the reigning Farmfoods British Par 3 champion who, paired with another amateur from the Cornish club, Rob Jones, won the prestigious Lombard Trophy at Gleneagles in 2014. www.pga.info
T O U R N A M E N T S Staysure PGA Seniors Championship
London calling A 20-foot putt has earned Gary Brown the chance to play in the Staysure PGA Seniors Championship alongside Colin Montgomerie and Paul Broadhurst, writes Adrian Milledge.
birdie at the final hole of the Silversea Senior PGA Championship at Foxhills meant much more to Gary Brown than the extra £80 in prize money it earned him. In moving him a place up the leaderboard, it guaranteed him entry into next month’s Staysure PGA Seniors Championship at the London Golf Club in Kent. The tournament is back on the calendar after an absence of two years and has special significance insomuch that it will be the inaugural event hosted by Staysure, the first ever title sponsor of the European Senior Tour. And, as well as being contested by some of the game’s foremost senior players such as Colin Montgomerie and Paul Broadhurst, the top 15 finishers in the Silversea Senior PGA Championship will be in the field. That band includes Brown, the head PGA Professional at Ganton Golf Club in Yorkshire, who admits his qualification was a close run thing. In addition to that birdie putt on the parfour 18th on the Bernard Hunt course at the Surrey resort, Brown is indebted to two of the players who finished above him being exempt from qualification. “David Shacklady and Paul Streeter have European Senior Tour cards so I was a bit lucky to get in,” explained Brown who finished tied 16th. That crucial birdie meant Brown signed off with his best round of the week – a oneunder-par total of 72 to finish on seven-over for the 54-hole tournament. The improvement coincided with him changing his putter and Brown added: “The two courses at Foxhills are tough and I had a really poor second round. “So I decided to change my putter on the third day and it paid off, especially at the The PGA Professional | July 2018
18th where I holed a 20 footer.” Having qualified, Brown is determined to do himself justice in the four-round tournament. “I’ll be putting in a lot practice to ensure my game is as good as it can be and I’m match-fit,” he added prior to his participation in an event that has been won by the likes of Peter Thomson, Christy O’Connor, Sam Torrance, Tommy Horton and, most recently, Peter Fowler. Thomson, a PGA Life Member who passed away at the age of 88 last month, won the PGA Seniors Championship at North Berwick in 1988, four years after his triumph in the US Senior PGA Championship. He is the only player to win both titles and it’s an achievement Broadhurst, the current leader of the Staysure Tour Order of Merit, will bid to emulate at the London Golf Club.
Broadhurst, a member of the 1991 Ryder Cup team who is coached by Tim Rouse, the head PGA pro at Northants County, won the KitchenAid Senior PGA Championship at Harbor Shores, Michigan, in May. The victory was his second in a Senior major, following his triumph at Carnoustie in 2016 when he won the Senior Open Championship. That was one of seven victories he has claimed since joining the senior ranks in 2015 and follows six he racked up on the European Tour. Just two, however, have been registered in England: at St Mellion and Hoylake. Reflecting on that relative famine in his home country, Broadhurst, said: “I usually don’t worry about where I win, I just like winning, but it would be nice to win in England for once. It has been quite a few years since I’ve done that. “The two weeks in July and August, first at The Senior Open, then the PGA Seniors, fit in to my schedule and I’m really happy to have the chance to play back-toback events in the UK. “I really want to support the Staysure Tour, it’s quite an exciting time for the organisation with new events cropping up – and it’s great to see this event back on the schedule.” Broadhurst is also happy the tournament will be played on the International Course as opposed to the Heritage Course at the London Golf Club. “I didn’t play particularly well on the Heritage Course when the European Open was staged there in 2008 and 09,” he explained. “The International fits my eye better and I’m really looking forward to the challenge.” 13
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T O U R N A M E N T S Titleist & FootJoy PGA Professional Championship
PGA flagship tournament attracts top class field The quest for a place in the 2019 PGA Cup team starts at Little Aston in The PGA’s showpiece tournament, writes Adrian Milledge.
here is a strong hint of a 2017 PGA Cup team reunion in the offing when the players convene for the Titleist & FootJoy PGA Professional Championship at Little Aston later this month. Eight of Albert MacKenzie’s 10-strong Great Britain and Ireland line-up that defeated the USA 16-10 at Foxhills last September will be vying to claim a portion of the £78,000 prize fund, not least the £10,000 winner’s cheque. Just Rob Coles and Damien McGrane are missing from the tournament which plays a significant part in determining who will be tasked with defending the trophy in next year’s PGA Cup match in Texas. Six places will be filled on the basis of points earned for a top 10 finish in this and next year’s event. A maximum of 30 are available: the 2018 winner will earn 10 points and his successor in 2019 double that. Similarly second place is worth nine points this year and 18 in 2019. Playing in the PGA Cup is a huge attraction for most players and Paul Nessling, who is looking to build on his last two performances in what is The PGA’s premier tournament, is no exception. Nessling, who is attached to Cooden Beach Golf Club and finished 11th in 2016 and 25th last year, said: “Two years ago I was leading going into the final round at The Oxfordshire but David Higgins totally destroyed me on the last day. “He played very well and it was a big learning experience for me. My target is definitely to try and get into that PGA Cup team, especially as the 2019 event will be in the USA. That’d be great.” Nessling booked his place in this year’s final courtesy of an impressive display in the The PGA Professional | July 2018
South A qualifier at The Lambourne Club. He posted a four-under-par round of 68 to share pole position with Paul Simpson of West Berkshire. Simpson won the tournament in 2008 and this year’s affords him the opportunity to turn back the clock and, like Nessling, set his sights on being a member of Cameron Clark’s PGA Cup team. Simpson recalled: “I haven’t played Little Aston for a while, that’s Brian Rimmer’s club.
previous winners in 140-plus strong field. As PGA Professional at the host venue he will benefit from local knowledge, which is what tournament debutant Alex Higgs is banking on. Higgs, who is attached to Stinchcombe Hill Golf Club, qualified by winning the West region event at Burnham & Berrow. “It’s my first time in the final, I’ve only been qualified a couple of years and I couldn’t play in it in 2017,” said Higgs, who played Paul Nessling
I was on the same PGA Cup team as him in 1998 in the States. “The last time I played there was at an Open qualifier, but that was years ago. It’s a lovely course and I’m sure it won’t have changed that much.” Simpson also made the PGA Cup team nine years ago and says the final is a chance to gain early points for the 2019 event. He added: “I’ve played in quite a few PGA Professional Championships now, it’s a great event, our pinnacle event. Even if you’re not playing that well, you enter and see what happens. You always look ahead and hope when it comes to the PGA Cup.” Rimmer, meanwhile, won this event in 1997 and, along with Simpson and defending champion Paul O’Hara, is one of nine
Little Aston when he was a student at the University of Birmingham. “I’ve probably played Little Aston about six times,” he said. “So I have a fairly good understanding of it and I’ve had some experience of it, although I think the last time I played there didn’t do that well. 15
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F E A T U R E
Is online booking the trend?
The internet continues to change the way we live our lives and that is no different within the golf industry. Steven Carpenter takes a look at how the internet has changed the way we book golf lessons.
he thought of having to physically head down to a golf club to book a lesson with a PGA Professional in person is a scary one for a certain demographic. Millennials have grown up in a world where anything and pretty much everything is available at the click of a button. People of a certain age have never known a world without the internet, which is why
CASE STUDY 1 – Zoe Allen Zoe Allen is a PGA Teaching Professional at Lurgan Golf Club, Northern Ireland. The 29-year-old has embraced digital channels in her work through her own website, active social media accounts and she also offers a 24/7 online booking service to her clients. “I started using an online booking system to try and free up more time to spend teaching. I was spending a lot of time emailing back and forth so I needed to find something that would give me more time to teach. “It allows people to see exactly what is on offer, in terms of private lessons, a group session and what the groups include, again without the need for lots of mailing back and forth. I can set the schedule for when I am available in advance, what times I am available each day, therefore I have control over what hours I work certain days. “I have reached new clients that I wouldn’t have reached before through my booking system being available on my website. I feel I reach a wider circle of people through having an online booking system. “It has 100 per cent given me more time to teach and I’ve reached people who I don’t think I would ever have reached for lessons. “I would most definitely consider an online booking system like Birdietime. What I really find it beneficial for is group bookings. Instead of talking to eight different people back and forth about a particular group, I can have all of the details on there and they can book in. “Birdietime gives me more free time to coach instead of spending time trying to sign people up for programmes. Overall, Birdietime gives me more time to get out there and to do what I love!”
The PGA Professional
| July 2018
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PGA Assistants’ Championship
Our mission is to make golf more approachable for all and help PGA Professionals make tuition services a natural part of every golfers’ journey
As well as becoming a PGA Parter, Birdietime are also support sponsor of the PGA Assistants’ Championship. Mikko Back, founder and chief officer of Birdietime, explains why they wanted to be associated with the Associations’ longest-running national tournament.
e wanted to get involved not just because it’s a tournament rich in history, but because PGA Assistants are the ones who will play a crucial role in how golf will evolve over the coming years and we wanted to get a chance to meet with them. “Our mission is to make golf more approachable for all and help PGA Professionals make tuition services a natural part of every golfers’ journey. “For PGA Assistants digital services are a natural part of their lives and they are eager to explore the opportunities within the digital space. They also know understand how online services can save massive amounts of time and something that their customers expect. “Our team members have attended all the events across the country. We’ve been lucky to speak with almost all the participants and discuss the best ways for an Assistant to promote his or her tuition services. “We offer all Assistants a free professional profile that gives them a high quality professional profile online and helps them market and sell their services. “We’ve been pleasantly surprised by the way in which we’ve been able to connect with the Assistants and have already built some really nice relationships. Overall, it has exceeded our expectations.”
it is important for PGA Professionals to make their services available for a younger and indeed an older generation. What many would now see as the traditional route of booking a lesson faceto-face or on the phone still works, but what if someone wants to book a lesson out of hours? Online booking systems provide pros with an extra revenue stream and can pave the way for lots of potential new customers. One of the most popular online golf booking, administration and marketing services for PGA Professionals is Birdietime. The Finnish-based company became a PGA Partner earlier this year and their service helps pros connect with golfers through their own website. EASY BOOKINGS Birdietime makes it easy for golfers to book private or group lessons as well as gift cards and packages. The key benefits for pros are that it allows them to manage lessons through an easy-to-use online system and it cuts out administration duties, giving them more time to focus on coaching. “There are big changes taking place in golf and many of them are driven in part by digitalisation of the society,” said Mikko Back, founder and chief golf officer of Birdietime. SERVICES 24/7 “Golfers expect golf services to be available 24/7 at the push of a button, just as travel, retail and entertainment services are. We foresee similar digitalisation to take place in golf as we’ve seen in many other industries – and we suspect it to be fast.” “Providing golf tuition services online allows pros to develop entirely new type of service concepts for different types of players. Service packages, gift cards and even “all inclusive” packages can easily be created, sold and managed with a digital booking system.” “We want to free up PGA Professionals’ time from boring administrative tasks and let them focus on more profitable and enjoyable activities.” www.pga.info
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CASE STUDY 2 – Brendan McDaid
Brendan McDaid is an Advanced PGA Professional based at the Athy Golf Centre in Dunlavin, Ireland.
“I started using an online booking system when I had my website built in 2012. I lost my job due to the downturn so I had no staff. The only way to contact me was through my phone or the website. “I knew golfers or the families of golfers searching for lessons or vouchers would research online. I needed them to be able to find my website and shop there. “At least 50 per cent of my golf lessons are booked online. When a potential new customer rings and I’m giving a lesson, my voicemail says leave a message or you can go to my website and book online. I’ll often get a text 10 minutes later, saying they’ve booked. “My online lesson book is open 24/7. It means less people ring to book or cancel as they can do it all through my website. “I would say you’re missing possibly up to 50 per cent of your business if you’re not using an online booking system. It saves you time having to arrange lessons on the phone or in person because most people are happy to book and cancel online. If you don’t make it easy for the customer they’ll go elsewhere.”
• 60 per cent of online bookings are made on Sunday evening to Tuesday evening. • 90 per cent of those bookings are made after 6pm (when a club is likely to be closed). • The average purchase is roughly £80. • The most popular online service for golfers are package deals and group lessons. • Top five PGA Professionals received almost £100,000 worth of payments from over 1,200 bookings.
CASE STUDY 3 – Iain Powell Iain Powell is a PGA Professional based at the coaching and practice facility at Stratford Oaks Golf Club. The 46-yearold has over 20 years’ experience coaching in both the UK and in Europe. “Many of the new digital tools have made teaching more effective. Handheld devices with apps with high quality video, such as V1 Golf and HUDL, are a great way to show people before and after videos of their swing, and I often send a recording with a voice over explanation of what has happened during the lesson. “Online booking is a fantastic tool as well. I would ideally like to link the two together, which would be great to be able to send links to videos of previous lessons, or share video lessons to people who have been to lessons previously. I am actively promoting my online booking service now and more and more golfers are using it which is a great time saver for me. “I’ve really enjoyed using Birdietime, and I can safely say that I’m currently saving about one hour per day with online booking. I still have to manage quite a lot of bookings manually as around 30 per cent are done online and 70 per cent manually, but in the longer term, I’m hoping to reverse that and eventually get to 100 per cent online booking. “One of my concerns initially was that my customers (majority of whom are 55+) would be reluctant to go online, but, I’ve been very pleasantly surprised that many are not at all fazed by the technology and have been pleased with the online booking service.”
The PGA Professional
| July 2018
Fantastic females and where to find them!
This month we focus on how to promote your coaching offers to women. Nicole Wheatley explains.
USE WHAT YOU HAVE One of the most powerful resources any PGA Member can tap into is those people who already play the game. Evidence shows us that a lot of women who take up golf do so because they have a family member or friend who already plays. So, if you have decided that a free taster session is The PGA Professional
| July 2018
the way to go, then you will probably find that advertising it throughout the facility and to the membership will be a great starting point. Interestingly, but perhaps unsurprisingly, women who are referred by family or friends have a tendency to develop their golf quickly as Zoe Allen of Lurgan Golf Academy in Northern Ireland explains, “Almost every woman we coach through the
Before using Facebook Joe had only had a handful of women turn up to his sessions, but this year 40
ow that you have a clear pathway and a great offer for female beginners it’s time to share it. Advertising used to be such a simple science. All PGA Members needed to do to promote their sessions was place an advert in the local newspaper and they could hit thousands of people in the area. It’s great to hark back to that era, but although the media landscape has changed dramatically there are still some really simple and effective methods you can use.
women signed up in 2 days!
beginner sessions has a connection to golf already. This is great for us as it means that they are genuinely committed. They want to do their best to stay with the sport.” SOCIAL MEDIA Most PGA Members we have spoken to use one or all of the main social media platforms to promote themselves and their coaching sessions. Think of this as free advertising. Using Facebook to promote his taster session for women was the difference between success and failure for Joe Vickery of The Parc Golf Club. Before using Facebook Joe had only had a handful of women turn up to his sessions, but this year 40 women signed up in 2 days! Word of mouth has been a great method of recruitment for Emma Brown from The Kendleshire. However there are a limited number of women who will hear about her 21
OFF TO A FLYER Matt Davies at Llangollen Golf Club uses his lady members to distribute his beginner’s leaflets in the places they frequent.
Offering formats with a social element creates a friendly and non-intimidating atmosphere
I am involved in several local networking groups and started offering free taster
this way, so she decided to use Facebook advertising this year. Facebook advertising is easy to set up and is extremely targeted. Everyone who is on Facebook provides personal data that allows an advertiser to identify them. Whilst this is a bit ‘big brother’, this does mean that for a relatively small amount you can get really good results because you are advertising to the right types of people. The Facebook advertising tool guides you through a series of questions that help you create a profile for the type of person you want to advertise to. You choose where they live, how old they are, their gender and can even choose their interests. Then you set a budget. In Emma’s case she spent £20 and generated 40 new leads. The content of any advert is almost more important than the content of your first session. It needs to be really clear, answering all the obvious questions – What do I need to bring? What do I wear? Who do I call? – and it needs to stand out from the crowd. There are plenty of free tools on the internet to help you design a poster, such as Canva, with handy templates. Or if you are running a beginner programme on behalf of one of the Home Unions you will find posters, adverts and flyers available to download.
sessions to women who were also members
“They are really proud of their golf club and they want more women to be involved. They take flyers to the hairdressers, leisure centres and the local garages for me.” Matt has also reached out to community groups, recently running two taster sessions for the Women’s Institute. Looking to the different places women
go is a really commonsense approach. Gillian Burrell, from Carr Golf in Ireland, has used her own connections to attract more women, “I have found that the business angle has really worked for me. I am involved in several local networking groups and started offering free taster sessions to women who were also members.” ALIEN ENCOUNTER Even when you have all your spots filled make sure you do everything you can to make sure that they actually make it through the doors. The golf club is an alien place to women, so be there to greet them or put up clear signs showing them where to go. It’s a great idea to ask for an email address when they contact you so that you can add your photo to the email confirmation. Getting
HOW TO CREATE A GOOD ADVERT The devil is in the detail. Make sure you spell it out: What, when, where and with who • Have a call to action:
Call <My Name> on <this number> to book your place • Make sure it’s clear that they don’t need to bring anything, and that they can wear whatever they feel comfortable in • Form and limit the offer – Only 20 spaces available! This tells women that they will be in a group and by limiting the numbers you encourage quick sign up • If you are using images steer clear of intimidating ones showing women in full golf kit. • Entice them with a free tea, cake or prosecco
an email address also means that you have a way to contact them and can quickly answer any questions they may have before they arrive. The emphasis at the first session should be on fun and it helps if you can create a bond in the group. If women can establish a connection to one another and to the female members, then it is more likely that they will sign up to a coaching course. Denise Hastings of Bedfordshire Golf Club has been coaching ladies for 25 years and is a firm believer that an opportunity to socialise enhances her sessions, “If you offer formats that include a social element to them you quickly create a friendly community feeling. We run sessions called Cake & Clubs in the winter and Wine & Wedges in the summer. The ladies come for an hour, but stay for 3!” FRIENDLY GROUPS Emma Brown also believes that friendship is an integral part of the way in which women connect to golf. Her roll up sessions for women gave them real flexibility and kept them coming back, “Slowly but surely the
DON’T BE PUT OFF BY FACEBOOK ADVERTISING You need to have a Facebook page to advertise on Facebook. Once you do, then there are plenty of Tutorials online about how to set up Facebook advertising, but the step by step set up is really straight forward. • You will be asked about your objectives • You will be asked to identify your target audience • You will be given options to create an advert Once this is all set up – and not before – you will be able to start advertising
women’s one started to grow and I noticed that the sessions had created friendship groups that kept them coming back. Golf almost became the secondary reason for coming to the range or the club.” Prosecco, cake, coffee and chocolate have all been mentioned as useful tools by PGA Members we have spoken to. They are particularly successful when they are handed out by the current female members. Women want to feel welcome and part of a group. Once you have their interest and they are relaxed then you can explain what the next steps are. The more flexible your offer, the more likely women are to be able to commit to it. For instance if you offer
a 6 session programme allow them to take them at their convenience rather than insisting that they come every week. When you get them to sign up make sure you add them to a mailing list and consider setting up a dedicated WhatsApp group including a few of your current female members. As Emma concludes, this is a really simple way of monitoring them and improving that bond, “WhatsApp groups are a really useful tool for me. I can see the ladies talking to each other, chip in with advice and remind them about sessions that are coming up. Giving people a really personal insight into my life makes them feel more connected to me.”
The emphasis at the first session should be on fun and it helps if you can create a bond in the group.
The PGA Professional
| July 2018
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S P O T L I G H T
Maximising your revenue can be a sweet deal Convenience is a major factor in the new Brakes partnership, delivering the best deals direct to your door. This month we examine the benefits of signing up
ll PGA members like to drive revenue through their shops, but sales of shoes, balls, clubs and other equipment are always made more challenging by the competition of online retailers and discount golf retail outlets. However, there is a sales area of your shop where you have a monopoly when people arrive at the course. Drinks and snacks. Did you know that approximately 10% of your pro shop takings come through soft drinks and confectionery? On the best days in Summer, pros are finding they can easily go through a whole fridge of drinks if the tee sheet is full, with golfers picking up drinks and snacks before they start and again at halfway. Profit percentages on drinks and confectionery are well over 50%, so promoting this area to your club members and visitors can start to make a real difference to your bottom line. Keeping good stock levels is obviously vital for this but we’ve also teamed up with Brakes to give you more ways to improve your sales and profitability. WHY BRAKES? With more than 20 distribution centres across the UK, Brakes deliver around half a million boxes to over 25,000 customer sites each day. Using circa 2,000 vehicles from an extensive network of distribution hubs and depots, Brakes has spent 60 years in the foodservice industry. They have a wealth of experience working with top brands to ensure there is a range that is suitable for its customers and relevant for the pro shop consumer. The approved buying list through Brakes has 24
all your favourite brands, including PGA Partners Coke, Mars and Primal Pantry, as well other key products from Walkers, Lucozade and Irn Bru. BRAKES IS MORE EXPENSIVE – MYTH! You may see prices from local cash and carry outlets and think that Brakes isn’t a viable option as they are too expensive.
That’s where you need to look at things as a whole package. Firstly – the cash and carry prices will be cheaper as they don’t deliver to your door Secondly – what does going to the cash and carry cost you in time, money lost from not teaching and money paid to get the shop staffed? Two hours of your wages? Two hours of staff costs? Two missed lessons? Petrol costs? www.pga.info
R E T A I L
Benefits for you • Exclusive deals
The recent deal of a free case of Coke Zero when you buy 3 cases of other Coke products gave you stock with a retail value of £18 for nothing, all pure profit
• Saves Time
If you’re going to the cash and carry that’s time out of your day, wear and tear on your car and prevents you earning money through teaching. Brakes deliver to your door
• Payment options
Pay online or cash on delivery. Choose what works best for you.
• Quick and simple ordering
Order online and set up your own templates for ease of repeat orders.
• 24 hour delivery
Place your order by 4pm and you’ll receive your delivery the next day.
S P O T L I G H T Product
Cherry Co Cola Cola PET Bottle CokeZero Diet Coke PET Bottle Dr Pepper Fanta Lemon Fanta Orange Lucozade Energy Orange Oasis Citrus Fruit Still Sprite Galaxy P. Pantry Apple & Pecan Bar Snickers Walkers Cheese & Onion Crisps
Cash and carry*
12 x 500ml 24 x 500ml 12 x 500ml 24 x 500ml 12 x 500ml 12 x 500ml 12 x 500ml 24 x 500ml 12 x 500ml 12 x 500ml 1 x 24 18 x 45g 1 x 48 1 x 32
1 1 1 2 1 1 2 1 1 2 1 1 1 1
£11.63 £19.27 £9.66 £32.78 £8.79 £8.89 £17.58 £13.86 £10.20 £17.58 £12.39 £17.95 £20.16 £12.77 £213.51
£9.99 £19.59 £8.59 £33.38 £8.39 £8.39 £16.78 £12.99 £7.99 £16.78 £10.79 £17.55 £17.49 £10.98 £199.59
*Prices correct 1 June 2018
And Thirdly, if it is purely a price thing, let’s look at a whole order. At first glance Brakes appears more expensive, however, with the exclusive offer in June of 1 case of Coke Zero free for every three cases of other Coke brands you would have received 36 bottles of Coke Zero worth £28.98, which you could sell
for £54 pure profit. The PGA, Brakes and key suppliers like Coke and Mars are working together each month to deliver these deals for PGA members. By taking advantage of the offers and with the added convenience the Brakes service provides, you can make this area of sales in your shop work even harder.
SETTING UP A BRAKES ACCOUNT How you choose to set up the account is up to you. Options are available on via both phone and email with a dedicated team.
➜ Ring Brakes on 0344 800 4900 (option3). Their welcome team will take your details and an account manager will call you back
➜ Send an email with your name, golf club name, address and telephone number and whether you require a cash on delivery or credit account to accountvalidation@ brake.co.uk
➜ One of the Brakes team will contact you and they can explain the process or email you the details. If required they will send you a credit account form which you need to fill in and return. ➜ Your login and password details will be sent to you ➜ Your online account will be ready to trade in 48 hours ➜ You can place an order with them immediately on the phone
The minimum order with Brakes is £200 but for your first order this is £150. For more information please go to www.brake.co.uk/pga and if you have already signed up and want to place an order please go to https://orderonline.brake.co.uk/#/login
The PGA Professional
| July 2018
T R A D E
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SkyTrak makes a splash on both sides of the pond SKYTRAK HAS been recognised as an Editor’s Choice awardwinner on both sides of the Atlantic, with both the USA’s Golf Digest and UK’s Golf Monthly giving it the accolade. “SkyTrak delivers the essentials one seeks in a simulator experience” said Golf Digest in its annual ‘Best In Golf ’ edition. And in Golf Monthly, SkyTrak was selected as one of the editorial team’s six favourite golf technology items in 2018. Commenting on the dual recognition, SkyCaddie’s general manager UK & Europe, James Holmes said: “We are honoured to have been recognised by the editors at both Golf Digest and Golf Monthly for our value, performance and features. “I think this shows how SkyTrak truly is impacting the way golfers practise and play, and how coaches teach the game, worldwide. “We designed SkyTrak to provide the accurate measurements of a commercial-quality product, at a fraction of the cost. “It delivers the reliability and accuracy which golfers need to play better, and this makes them want to play more often.” The TV-advertised SkyTrak is golf ’s most convenient and affordable professional-grade launch monitor and simulator. Partnerships with the world’s top golf software providers enable SkyTrak users to practise and play on tens of thousands of golf courses in stunning HD. And SkyTrak’s accurate, real-time feedback on the key swing parameters, plus entertaining practice range challenges,
bag mapping and skills assessments have all delivered what’s needed performance-wise for thousands of golf teachers, custom-fitters and PGA professionals worldwide since its launch in 2015. Constant upgrades to its app mean the SkyTrak feature set keeps on growing, with new functions added frequently throughout the year. “At under £2,000 SkyTrak is already far more affordable than any other professional-grade launch monitor on the market,” added Holmes, who recently demonstrated SkyTrak on BBC 5Live. “And now that we also offer no interest monthly finance, it’s become a no-brainer for a new generation of golfers who – at last – can now play real golf at home!” www.skytrakgolf.com
BIG MAX bins plastic packaging BIG MAX is playing its part its part in being environmentally friendly by removing plastic from all of its packaging and increasing the proportion of recyclable materials it uses. In addition, Europe’s most owned push cart brand will work with its manufacturing partner to reuse the plastic protection material used during assembly and inter factory transports. Commenting on the decision, the company’s owner, Thomas Reiter, said: “As BIG MAX becomes a truly global brand we feel an increased responsibility to reduce the impact of our activity on the environment. “By reducing our plastic consumption and increasing the use of recyclable materials we can play a small part in helping the environment in all of the countries in which we operate.” The change has already started with the packaging for the new BLADE IP and the BLADE Quattro push carts. www.bigmaxgolf.com
The PGA Professional
| July 2018
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Man of Vision Derek Richford’s cocktail of simplicity and innovation are key ingredients in the latest electric trolley from Golfstream, writes Adrian Milledge. THREE DECADES after the birth of his children, Derek Richford is back in expectant father mode. This time, however, he is not awaiting the arrival of a sibling for his three boys and one daughter. Instead, the newcomer causing him concern has taken somewhat longer than any of his offspring to see the light of day. “It’s been 22 months from start to finish,” says Richford, managing director of Golfstream, the electric golf trolley and spares company he founded 10 years ago. He’s referring to the Vision, his company’s latest model, a week before the contents of a container full of them are delivered to pro shops across the land. “Am I nervous?” he asks rhetorically. “Yes I’m nervous,” he answers. “It’s like having a new child around. But it’s an exciting nervous. You’re never sure what the great British public will do.” Despite the understandable doubts he harbours as to how Joe Public and Co will react to the Vision, Richford has no reservations he and his team have done all they can to make it a success. “The original thinking behind the Vision was taking the best bits of PowaKaddy, the best bits of Motocaddy and the best bits of what we already did and put them all together in one machine,” he explains. “We wanted something that was going to have very little bag twist or wobble – that’s always a customer complaint – or a cloggy front wheel that traps mud and grass. “We also wanted something easy to put up and down like our Revolution trolley and something the customer recognises as modern, well-made and solid. “But we didn’t want a trolley that has so many bells and whistles they don’t know what to do with it. 28
“This was all based on the feedback we received from customers. They didn’t want bells and whistles – if they did they could bolt them on at a later date. “They wanted something that was fairly straightforward, reliable, efficient, quiet and looked quite nice. We believe the Vision has achieved that or got very close to it.” Getting there has involved rigorous testing procedures both mechanical and human. One involved a prototype laden with sandbags weighing 20 kilograms covering 10,000 bumpy kilometers on a rolling road. Another, carrying 17 kilograms and attached to a rope horse-walker-style, saw the trolley going round in circles and, when the battery ran out, travelling in the opposite direction. This test eventually ended when the front tyre had worn out. Meanwhile, unbadged rental models were trialled at clubs near the company’s headquarters at Ramsgate in Kent. “This was during the winter months and the comments from the users were very positive,” Richford recalls. “Many asked if the trolley was available to buy because they liked it so much.” Looking at the one, complete with orange trim, parked folded on the table
Derek Richford with his ‘new baby’
next to Richford and watching him get it ready for action with one simple movement, it’s easy to see why. “We wanted to make it easy to use – hence the one click, single fold mechanism,” he says. “And when folded it is flat. The highest point are the big wheels, which are fitted with PU rubber long-lasting lowprofile tyres. “This means it very sleek and therefore takes up less room. It all adds up to our lightest, smallest, but most powerful electric golf trolley yet.” In addition, to the single fold mechanism, other innovative features include a
Unbadged rental models were trialled favourably over the winter
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screen based on the same technology as the Kindle – which means it’s readable in strong sunshine. And, although short of the electronic wizardry that can be found on more expensive models produced by competitors, it is possible to input details giving information such as the owner’s name or whether it’s a rental trolley. Even more personalisation is possible thanks to the facility to change the trolley’s colour scheme. Packs, costing £19.99, with components in yellow, green, blue, red or teal are available to replace every colour part of the trolley. Choice is also available when it comes to a source of power for the Vision. “The Vision can be bought without a battery for £299,” Richford says. “There’s not a normal golf type battery it can’t accommodate. However, equip it with
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The Vision has a one-click, single-fold mechanism
our CaddyCell lithium battery, which benefits from a three-year guarantee and normally retails for £189, and the cost for both is £449.” As well as receiving the thumbs-up from the army of testers at his local courses, Richford has been buoyed by the positive reaction from both the golf media and trade. However, he stresses that launching the Vision is not an attempt to evict PowaKaddy from its market-leading perch. Likewise Motocaddy their closest competitors. “They have 83 per cent of the business
between them,” explains Richford, who was employed by PowaKaddy for 11 years before taking on Golfstream. “And, if as is widely accepted, 100,000 trolleys are bought annually we think we are well-positioned to grab, say 10 per cent of the market. “I don’t think that’s over-ambitious or sounds greedy. I’m hoping that in a couple of months time I will be able to say ‘we can’t keep up’ with demand. Let’s see.” Over to you, the great British public. www.golfstream.co.uk
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Helping the golf| industry do business The PGA Professional July 2018
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Pros wanted to demonstrate revolutionary driver VERTICAL GROOVE UK is building on the growing reputation and success of its Vertical Groove Driver and recently-launched 3-wood by inviting PGA pros to house demo sites. The clubs, which are the world’s only vertical-groove woods, have received strong reviews in the UK golfing media. The brand’s driver was also the third most played on the PGA Tour Champions in 2017 while former Open Championship winners John Daly and Mark Calcavecchia are using the clubs this year. “When golfers try Vertical Groove woods for the first time, they are usually astonished by how straight they are,” said Samir Khan at Vertical Groove UK, the exclusive distributor for the UK, Ireland and much of mainland Europe. “They are straighter because the vertical grooves are proven to produce tighter dispersion – and this makes them extremely long, too. “We are inviting golf coaches and retailers across the UK to put them into golfers’ hands and compare their performance on a launch monitor against 2018’s latest drivers and fairways.”
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Trolleys for all reasons MOTOCADDY’S LATEST M-Series range of compact folding trolleys features a model to suit the needs of every golfer, including another world first – the brand new M5 CONNECT GPS model. As well as extending its revolutionary ‘Smart Cart’ technology to the compact trolley sector, Motocaddy is also enhancing its M3 PRO, M1 and M1 DHC models with a streamlined modern frame design that includes space-saving inverted wheels to help achieve a significantly reduced folded footprint. All four new models include a next generation 28V high power system, making it twice as powerful as other compact electric trolleys on the market. The super-light Lithium batteries are also a third smaller than those supplied by the nearest competitor. “The new Motocaddy M-Series consists of the most comprehensive and advanced compact-folding trolleys on the market and the addition of the world’s first compact GPS model will provide our retail partners with even greater sales potential in this category,” said sales director Neil Parker. “Features across the new M-Series include a soft-touch ergonomic handle, fully adjustable to any height by hand; a whisper-quiet 230W motor; an integrated safety cut-out system; an auto-open stand mechanism; plus Motocaddy’s exclusive EASILOCK bag-to-trolley connection system, which removes the need for a lower bag strap. It also features a new style oversize frame to offer unprecedented handle stability. A new SlimFold design ensures that the trolley doesn’t rest on the handle when folded, while a sleek single tube frame with an
auto-folding front wheel allows the trolley to fold up and down with ease – making it the world’s easiest folding compact range. The new M-Series trolleys are available now at the following recommended retail prices: • M5 CONNECT in Black or Alpine with Blue trim – £599.99 (Standard Lithium battery) and £649.99 (Extended Lithium battery). • M3 PRO in Black or Alpine with Lime trim – £549.99 (Standard Lithium battery) and £599.99 (Extended Lithium battery). • M1 in Black or Alpine with Red trim – £499.99 (Standard Lithium battery) and £549.99 (Extended Lithium battery). • M1 DHC in Graphite with Red trim – £549.99 (Standard Lithium battery) and £599.99 (Extended Lithium battery). www.motocaddy.com M1 folded
Mizuno completes baker’s dozen Mizuno has unveiled a state-ofthe-art Tour Performance Studio at Bearwood Lakes in Berkshire to cater for the specific fitting needs of its professional golfers and elite amateur players.
There are now 13 Mizuno Performance Centres open to the public across the UK & Ireland. In addition to the Mizuno Performance Centre at Bearwood Lakes a new 23-bay Huxley range, an extension to allow full shots throughout the bag, grass hitting area and a new floodlit chipping and short-game area including putting green have been created. It was opened by former World #1 Luke Donald Alex Thorne (Mizuno), Oli Fisher, Marcus Fraser, Rob Jackson (Mizuno), who was joined Luke Donald, Gary Holloway (Bearwood Lakes), Yasuhiko Kishimoto (Mizuno)
The PGA Professional
| July 2018
by his fellow Mizuno staff players Oliver Fisher and Marcus Fraser. The studio is an important new development for Mizuno as it will allow the brand to conduct full fitting sessions with its professionals and elite amateurs during the off-season, with Mizuno’s European Tour workshop also on site, when not employed on tour, to allow new clubs to be built immediately. Alex Thorne, Mizuno’s Tour operations manager, was delighted with the impressive new facility and said: “We’ve experienced such a surge in usage from professionals in the last 18 months, that a permanent fitting home has become an absolute priority.” golf.mizunoeurope.com
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Pros cash in with PowaKaddy Martin Heggie, the head PGA Professional at Moortown Golf Club near Leeds, has described his latest fleet of PowaKaddy rental trolleys equipped with GPS as his “best investment of the year”. Heggie, who bought half a dozen PowaKaddy FW5 GPS trolleys in the spring, said: “I have had a fleet of PowaKaddy rental trolleys for many years. “The addition of GPS and an umbrella holder on this year’s trolleys has seen over a 25 per cent increase in revenue in the first two months. “The fleet of six will be paid for in three months – my best investment of the year.” Chris Evans, the head PGA pro at Tandridge Golf Club in Surrey, was similarly positive following his purchase of eight PowaKaddy rental trolleys. He added: “It has proved to be the right decision to introduce the PowaKaddy GPS rental trolley. “We put the hire charge up by 50 per cent to £15 per round and not one person has had any issues; my fleet will be paid for in no time!” The testimonies from the pair along with others including Brian Hodgkinson, head pro at 2017 Open
Championship venue Royal Birkdale, are borne out by the PGA Official Supplier recording a 40 per cent increase in rental units sold so far this year. The increase also justifies the brand’s decision to upgrade all its rental trolleys and equip them with a GPS device. David Catford, PowaKaddy’s chief executive officer commented: “We decided not to offer the entry level trolley for rental, instead offering the FW5s GPS. “This gives the distance to the front, centre and back of the green without including hazards, measuring a drive and scoring. “This has resulted in clubs still being able to sell course planners as well as earn high rental fees due to the trolley having extra capabilities and features PowaKaddy that makes it attractive to FW5 GPS trolleys members and guests.” – a sound investment
Wishon Golf’s versatile Rail Series Hybrids SPECIALIST CUSTOM clubmaker Wishon Golf has launched a series of innovative RailSeries hybrids designed to help the golfer make a more consistent contact with the ball no matter where they find themselves – on or off the fairway. World renowned clubhead designer Tom Wishon said: “The new 318 Rail-Series Hybrid consists of a twopiece head made from investment cast stainless steel that features two ‘rails’ on the sole of the club. “The dual rails design allows the club to slide through grass to assist the golfer in making good contact with the ball even in the longer grass often found on the edges of the fairway and in the rough.” Weight has been moved towards the rear of the club where it combines with the weight of the rails to produce a clubhead with a low centre of gravity. This combined with higher than average loft gets the ball airborne soon after contact with a trajectory that allows 32
it to land softly. The face of the club has undergone a custom heat treatment that enables the 431stainless steel face to be made thinner, encouraging the golfer to achieve good distance and control from any lie. Wishon added: “Clubfitters should note that a maximum of 18g of extra weight can be added to the clubhead by means of twin weight bores in the sole and hosel. “This means the clubfitter can prescribe a wide range of shaft weight and
club length options to suit any golfer whilst maintaining a suitable swingweight or moment of inertia (MOI).” As with all Wishon head designs, the new 318RS Hybrid has a bendable hosel for adjusting lie and face angle, making it extemely versatile. The Wishon 318 Rail-Series Hybrids are available in three lofts – #3 (22°), #4 (25°), #5 (28°) – and right hand only from UK component distributors Diamond Golf. www.wishongolf.com
RailSeries hybrids designed to help the golfer make a more consistent contact with the ball
S PRING / SU M M E R 2 0 1 9
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E Q U I P M E N T TRAINING AIDS
Cost-effective accuracy and innovation Small but powerful, the photometric SkyTrak personal launch monitor has a host of game-improvement features for use in a training environment.
aunched in the UK in September 2015, SkyTrak has consistently proved its accuracy in numerous like-for-like tests when compared with its more expensive rivals. As a result, costing a fraction of the price of the high-end launch monitors, it is now the technology of choice for a fast-growing number of PGA Pros. Although its custom-fitting suitability and indoor entertainment credentials as a golf simulator are both now well-proven, it is SkyTrak’s intelligent, easy-to-use Game Improvement mode that has most impressed teaching professionals. At its heart is a robust, user-friendly Skills Assessment programme. In this, a coach creates up to ten on-screen target stations to challenge pupils to work through the bag. After deciding on the number of shots for each station, the coach clicks ‘Proceed’ and SkyTrak automatically guides the pupil through an intensive multiple-target session with comprehensive results analysis. Essential factors such as Green Accuracy,
Shot Dispersion and Tendencies are displayed in attractive graphics giving the coach ample opportunities to pause the session, and point out learning points. A comprehensive Bag Mapping feature offers another training option for coaches who want to show pupils the truth about their current gapping, and exposing their strongest and weakest clubs – which triggers both potential future training sessions, and also creates the possibility for equipment sales discussions.
To help when coaching pupils to boost their skills in the scoring zone from 100 yards and in, new for 2018 in SkyTrak’s training arsenal is the Wedge Matrix, which identifies how far pupils hit a variety of shots including pitches, half-shots, three-quarter shots and full wedges. In the SkyTrak Wedge Matrix session, the coach instructs the pupil to hit each shot with each of his or her wedges, producing statistics that can be used to point out which clubs are helping to lower scores
The winner’s circle As well as being a patriotic Englishman and fellow son of Merseyside , PlaneSWING owner Tony Clark had another good reason to root for Tommy Fleetwood in last month’s US Open. But just as Brooks Koepka denied Fleetwood victory, Clark’s brand missed out on a unique treble. Clark explained: “When the US Open approached a hat-trick with a difference was in prospect. The two previous PGA Tour events had been won by Bryson DeChambeau and Dustin Johnson – players who use PlaneSWING on the advice of their respective coaches, Mike Schy and Allan Terrell. “Fleetwood’s coach, PGA pro Alan Thompson also has him training with PlaneSwing, so all that was needed
was for Tommy to triumph and how close he came. “It was a stressful time for us, so goodness knows what it was like for Tommy! But I don’t believe there’s a more solid swing on Tour. Similarly, PlaneSWING is building up a formidable reputation as the musthave training aid for golfers who want a consistent swing. Launched five years ago, the Florida and Northampton-based brand is being used in more than 75 countries by golfers of all abilities, PGA pros and coaches including Schy, Terrell and Thompson. “When coaches to some of the world’s greatest golfers choose your product over all others for their talented clients, it creates an impressive résumé,” Clark added.
Kid’s stuff: the PlayNSWING Junior
“From what I’ve seen and heard the common denominator between Schy, Terrell and Thompson is simplicity. Simplicity in communication and
E Q U I P M E N T – and for many pupils, showing how carrying an extra wedge may be useful. Wedge Matrix was released in late May in one of SkyTrak’s regular Version Updates, where users are provided with new features, improvements and enhancements simply by updating their software. Other training-focused additions in 2018 so far have been the introduction of new Fairway Practice options, the integration of SkyPro, a new Shot Optimizer, new Shortcuts, the addition of Max Height and Angle of Descent on the Practice Range, and improved Club Speed Calculations. When the time is right to step back a little from some of the more intense focused coaching, PGA pros can inject a little extra fun into the training session – and test their pupils’ newly-improved skills – by switching SkyTrak into Challenge mode where golfers take Closest To The Pin, Target Practice and Long Drive challenges, earning points and setting personal bests which can be stored and recalled in future lessons. Whether used with Windows, iOS or Android devices, training sessions driven by SkyTrak have quickly become a familiar sight in golf academies, driving ranges and indoor swing studios across the UK. www.skytrakgolf.com/en-GB
execution. As few moving parts as possible. “Given the publicised ‘engineer’ brain of DeChambeau, it’s refreshing to know that ultimately simplicity wins.” In addition to coaching the elite, Schy and Terrell operate golf schools and both have bought the new PlayNSWING Junior designed for children. “It’s a further demonstration of their belief in keeping golf instruction ‘plane’ and simple from an early age,” Clark said. “While electronic technology has a place ultimately in my experience it is feel that delivers the most rapid improvement through understanding. It seems I’m not alone!” Email email@example.com or call 0800-612-6686
The PGA Professional
| July 2018
Short game superballs Golf balls designed by short game specialist Stuart Smith to improve golfers’ skills on and around the green give PGA pros two chances to cash in. As well as helping coaches teach the art of chipping, pitching and putting, the revolutionary SG Pro Balls can be bought by students to tune-up their short game skills. Smith, an Advanced PGA Professional based at Thetford Golf Club in Norfolk, has written Seven Steps to Heavenly Chipping and invented the Putt Easy training aid. In addition, his innovative and ground-breaking range of hybrid clubs, Heavenly Hybrids, is the market leader in its field. Now he reckons he has another winner on his hands with SG Pro Balls. Likewise PGA pros and golfers. “Golfers play more shots around or on the green than anywhere else on the course,” he said. “So it follows that an improvement in a golfer’s short game will result in an improved score. That’s what practising with an SG Pro Ball aims to achieve.” Similarly, Smith is confident his SG Pro Balls will be a boost to his fellow PGA pros when giving a lesson that focuses on the short game – and afterwards. “They will help the coach point out in detail where the ball should be hit to achieve a successful chip, pitch or putt,” he added. “Then, having given the lesson, they can sell the balls to their student so that he or she can practise what they have been taught.” Like most successful inventions, Stuart Smith the concept is simple but effective. An SG Pro Ball has three coloured areas – blue, red and green – each one representing the part of the ball that must be struck to execute a different type of shot to achieve the same result – to get the ball as close to the hole as possible. Or in it! The blue area is for executing a lob shot or getting out a bunker; red is for a standard chip; and the green a running chip, pitch or putt. In addition, there is a black dot that must always be visible on the top of the ball before the shot is played. “This is where the eyes should focus when taking a shot,” Smith explained. “Looking at the back of the ball when playing a chip, pitch or putt is a common mistake. It results in the head moving backwards which in turn moves the weight backwards. Invariably this causes a poor shot. “As for hitting the ball in the different coloured areas – when Tour pros want to hit a lob shot or a running chip, they don’t pick up a club and go whack. “They aim to hit a different part of the ball to make it produce a different spin and a different outcome. “That’s the thinking behind practising with SG Pro Balls – doing so teaches the golfer what part of the ball to hit to achieve the result he or she wants.” Two sleeves of SG Pro Balls cost £24.99 and are available from www.stuartsmithgolfacademy.com To see SG Pro Balls in action check out https://www.youtube.com/ watch?v=2k6i3v1m9f8
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W A T C H
3 top tips for smart pricing Whilst sales reports and stock management are essential factors to running a successful retail business, a pricing strategy is just as important, and unfortunately, is often overlooked.
ricing will have a profound effect on the success your business, and, while customers won’t buy goods that are priced too high, your shop won’t succeed if you price items too low to cover business costs. Correct pricing is essential for retail success and should be reviewed regularly across all items. Here are our 3 top strategies for smart pricing:
Correct pricing is essential for retail success and should be reviewed regularly
highest-selling, ‘lower-value’ items and increase their prices first. The hurdle for many Pro’s is having the confidence to make that initial, small increase, but you’ll be surprised at how few customers mind, or even notice.
Your smaller product items should have the largest margins in the pro shop. So, be sure to do what you can to facilitate this
SIZE MATTERS When was the last time you increased prices across your smaller products: items with a value of, say, less than £5.00? “One Pro I met hadn’t increased the price of his bottled water for 10 years,” says Crossover’s sales manager, Matt Peace. “It’s easy to forget about the small stuff such as water, chocolates, tees and accessories, but retailers have to review these prices regularly. Leaving prices static, or not charging enough, can have a massive effect on your bottom line.” Cost prices rise annually, so, you should be passing this on to the customer, to ensure margins don’t diminish and you’re still maximising profits wherever possible. “If your pro shop sells 4,000 bottles of water in a year at £1.00 per bottle, and you increase that to £1.09 per bottle, you’ll make around £300 profit over the year. Do that across all your small items, and that’ll be in the £’000’s”, continues Matt. Your smaller product items should have the largest margins in the pro shop, so be sure to do what you can to facilitate this. If you’re worried about too many sudden changes all at once, why not take your 10
DON’T LUMP IT If the cost prices are different for confectionary, or other small items, ideally you should be varying prices to the consumer, too. Don’t lump small product items together under one amount. Individual prices won’t put customers off, even for items that are similar (such as chocolate bars). It’s something that most stores do … so why don’t you?
OLD TRICKS ARE THE BEST When it comes to price setting, most companies employ psychological pricing tactics to entice consumers to part with their cash. The “99 Effect” is one of the oldest tricks of the trade. “The 99 Effect has a bit of history”, says Matt, “Years ago, retailers started to use 99p www.pga.info
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Summertime stock decisions There isn’t a golfer who doesn’t appreciate the seasonal nature of the sport. And, for Pro shop retailers, whilst the summer months are essential to your bottom line, they can also bring their own challenges.
U Matt Peace is sales manager for Crossover Technologies
at the end of prices to prevent potential thefts by staff. It was a clever tactic to ensure staff had to open the till when they took a sale, in order to return the penny change to the customer. Prior to that, if no change was required, tills wouldn’t log that a sale had been made: which could be a temptation for less-honest staff members.” Now, however, the 99 Effect is still benefitting retailers, but for different reasons. When a product is priced at £2.99, it’s perceived as significantly cheaper than an item priced at £3.00. One of the reasons is because consumers are so used to seeing the number ‘99’, that they can actually become suspicious of prices without it. An extra bonus of the 99 Effect is that, when paying for smaller items in cash, the customer receives change – giving the perception of better value and receiving something back. Great products and services should be priced strategically. But, bear in mind, it can take time to get it right: to test, debate, and, more importantly, listen to your customers. XPOS is the market-leading epos system, designed specifically for golf retailers. Not just a till, XPOS’ sales and stock management solutions will revolutionise your business. Contact Crossover Technologies today for a free demo: 01454 418395 crossovertec.co.uk
The PGA Professional
| July 2018
sing April sales figures onwards, you may soon be expected to place new orders for next season, or, you could be due to receive your second or even third pre-orders. Staying on top of stock levels is of paramount importance at this time of year, and important buying decisions need to be made: Not easy when you’re up to your eyes in golf lessons, checking-in players, running competitions, managing staff, and overseeing a busy shop. FACT-BASED BUYING CHOICES Ask yourself these 2 questions. 1. What’s the market doing now, and what big events are in the pipeline that might have a knock-on effect on who comes into the shop? 2. What are you doing to get behind the big tournaments, like the World Cup, or Ryder Cup? Surprisingly, late July and August aren’t always great for some courses, as members go on holiday. A quick look at the sales reports from last summer might jog your memory, and aid decision-making when it comes to identifying stock levels you might need, for the next 2 months. DROP THE DROPS YOU DON’T NEED It’s good retail practice to place pre-orders at the start of the year, to ensure you don’t miss out. However, it makes even better business sense to cancel those top-ups, if you’re still sitting on too much of that stock now. In
the eventuality that the original order still hasn’t sold, cancel the top-up order and have a small flash sale over a weekend. RUN A FLASH SALE This month is the time to get rid of stock items that aren’t selling well. Use your sales reports to confirm which are the ‘unpopular’ products and consider a strategic sale of a small number of items. Sales work best if they’re unexpected: to avoid customers holding out for cheaper purchases. A small sale of 25-50 items over the course of one weekend, would work best. THE BOTTOM LINE Small, regular stock takes throughout the year will give you the clearest picture of your business and the confidence to make the decisions it needs.
It’s essential to stay on top of stock levels
Stocktaking becomes a breeze with our innovative app that turns your smartphone into a bar code reader. Call us today 01454 418395 crossovertec.co.uk
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A D V E R T O R I A L
Arabella Golf Golf Son Muntaner leads the way in Europe with revolutionary grass upgrade
olf Son Muntaner, the flagship course at Arabella Golf Mallorca, has reopened following an extensive renovation project to elevate the condition of the course to world class level. The ambitious assignment – which took five months to complete – has seen every blade of grass replaced on the course, allowing members and visitors at Golf Son Muntaner the chance to enjoy immaculate playing conditions all year round.
The majority of the course features revolutionary Celebration Bermudagrass, a strikingly-coloured turf that has finished best in numerous university research studies for its sustainable performance in hot temperatures and impressive low-level water consumption levels. The first resort in Europe to offer this exceptional new turf, Golf Son Muntaner has also carried out an extensive renovation of all 18 greens, replacing the existing grass with exceptional new V8
Creeping Bentgrass which is renowned for its ability to provide lightning-fast putting surfaces. Speaking about the renovation of the course, Bernat Llobera, Area Director Arabella Golf said: “One of the core values at Arabella Golf Mallorca is our commitment to delivering a world-class resort that constantly exceeds expectations. “The innovative project that we have carried out to completely rejuvenate the course at Golf Son Muntaner is a clear example of our dedication to provide the
very best facilities for our members and guests to enjoy. “This work will strengthen our position as one of the very best golf resorts in Spain and our investment ensures that our conditioning is second to none across the continent.” The course renovation, which was performed in 2017 jointly with a refurbishment of the Event Center and the Club House Son Muntaner, is the second part of the ambitious revolution of Arabella Golf Mallorca which saw the opening of a new clubhouse at Golf Son Vida in 2016.
For further information on Arabella Golf Mallorca, visit www.arabellagolfmallorca.com
C O A C H I N G
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Ball flights and impact Head of Coaching and Sports Science, David Colclough is back to share more insights regarding the PGA Training Programme. This month David highlights some of the changes the PGA has made to information related to ball flights and impact factors.
reviously I have written about the changing nature of the coach education provided through the PGA Training Programme. The articles on the ‘PGA Golf Swing’ hopefully dispelled the notion that the PGA is looking for an assistant to remember, and regurgitate, a specific set of coaching points linked to a specific type of swing model during their final coaching session assessment. The outcomes of the assessment are threefold. The assistant needs to demonstrate: • An understanding of what ball flight issues the player has and how to improve them • The ability to communicate effectively throughout the session • The capacity to structure the session appropriately As such, assistants do have room to shape the session within some broad guidelines, but there is some information that doesn’t allow for as much ‘interpretation’ as other parts of the coaching process – for instance the knowledge and understanding linked to impact and ball flights. The collision between the clubhead and the ball (impact) obeys the laws of physics – and the initial launch conditions of the ball are determined entirely by the half a millisecond collision (impact) and little else. Therefore, whilst there is room for a degree of preference in how a coach chooses to teach a player to swing a club to achieve a successful outcome, there is very little room for interpretation when it comes to understanding why a golf ball flies the way it does. Possibly the only subjectivity that comes in to the analysis of a ball’s flight nowadays is knowing whether or not the ball has been truly struck with the centre of gravity of the clubhead directly behind the contact point 1
on the clubface (The term ‘centred’ will be used from here to indicate this condition). This is particularly important to consider, due to the clubhead’s centre of gravity not always being directly behind the measured centre of the clubface. It also becomes more complex still when one considers a nonsquare clubface to swing path relationship. However, if it can be established that the strike was ‘centred’ then some wider deductions can be made. When observing the ball flight of any shot, the PGA initially break the flight down into the following ‘Ball Flight Characteristics’ (BFC):
• Direction – initial and finishing position • Distance – carry and final • Trajectory – initial launch and peak height • Curvature Names are then assigned to 9 specific ball flights1, based on the start direction, curvature and finishing position of the ball. A shot shape that does not fit into one of the ‘named ball flights’ can still be explained by linking the BFC’s with the impact factors (coming next). For clarity, as there are different definitions of shots within the game, the diagram below shows the 9 different shot shapes
Named ball flights
All references relate to a right-handed golfer
The PGA Professional
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INITIAL START DIRECTION As I highlighted in the ‘PGA Swing’ article, one thing that was incorrectly stated in the 1980/90’s was that the ball’s initial start direction was more heavily influenced by the swing path direction of the clubhead than the alignment of the clubface at impact. This original analysis gave birth to the phrase ‘the swing path sends it and the clubface bends it’. This was wrong. Clubface alignment is always more influential than the swing path direction in determining the ball’s initial start direction. This has been borne out by countless pieces of research going back as far as 1968, where it was explained very clearly in ‘The Search for the Perfect Swing’. It should be noted that when using the term ‘clubface alignment’ we are referring to the direction of the location where contact was made rather than the alignment of the leading edge of an iron, or the centre of the face on a wood.
Ball flight characteristics and impact factors Shot name
Start direction (relative to the target)
Finish position (relative to the target)
To the right
To the left
To the right
One of the outcomes of this particular change in emphasis has been amendments to four of the ball flights named previously. The Push Slice was originally written up as a shot that resulted from a swing path that was in to out, with the clubface alignment open to the swing path direction. The logic at the time suggested that the swing path can only be to the right (because that’s
Clubface alignment is always more influential than the swing path direction in determining the ball’s initial start direction
along with the names given to them, used by The PGA. Other shots that don’t fit into these descriptions can still be explained by understanding the BFC’s and impact factors (see table, right). Regardless of whether the ball flight observed is a named or unnamed one, the BFC’s are determined by the Impact Factors (IF), also referred to as the Ball Flight Laws in the Laws, Principles and Preferences model. Those impact factors are: • Centredness of Strike • Clubface Alignment (e.g. open to, square to, closed to) • Swing Path Direction • Clubhead Speed • Angle of Attack/Approach • Dynamic Loft This article is too short to go into huge detail about each of these, but there are some key pieces of information that I would like to share here which have certainly been taught differently in the past. One or two areas were simply incorrect, in other areas there have been additional developments made.
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Ball start direction – face to path
where the ball starts) and the clubface alignment must have been open to the swing path (resulting in the ball flying further to the right). Perhaps more than any other named ball flight this one troubled many teachers who observed a player swing across the ball to the left (an out to in swing path) and the ball popping out to the right of the target and curving further to the right in the air. Understanding that the alignment of the clubface has more influence on the initial start direction of the ball than the swing path, makes it easier now to understand that even if the swing path is to the left of the target at impact, and the clubface alignment is pointing sufficiently to the right of the target, the ball will start to the right and curve further to the right. The same goes for a swing path that is deemed to be neutral (in to in) but where the clubface is also pointing to the right of both the path and the target.
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In summary, a push slice can be struck with the swing path moving in any of the three directions, if the clubface alignment is pointing to the right of the swing path, and to the right of the target line at impact. That applies equally to the pull hook, obviously with the clubface closed to the path and target line. SHAPING SHOTS The other main implication is for the draw and fade shots with lower lofted clubs. Ball flight modelling tells us that when the clubface is not pointing in the same direction as the swing path is moving at impact: • the ball will curve beyond a line projected at right angles from the clubface alignment o to finish further to the left of the face alignment when it is closed to the swing path o and further to the right when the clubface is open to the swing path. This means that where previously players would be encouraged to create the appropriate impact conditions to purposely shape the ball by “aiming the clubface where you want the ball to finish, and aim the body (and with it the swing path) where you want the ball to start”, the information was incorrect on two counts: 1. The ball will start closer to the clubface alignment than the swing path direction 2. The ball will curve beyond where the clubface alignment is pointing at impact Consider a draw shot for instance, (with a fade in brackets): Current guidance on shaping shots emphasises the importance of aligning the clubface far enough to the right (left) to allow the ball to start to the right of the intended target, but to make sure the swing path is then travelling further right (left) than that, to deliver a clubface that is closed (open) to the swing path direction, but far enough right (left) of the target to allow it to draw back, beyond the clubface alignment at impact, to the target itself. Whilst some might argue it is difficult to see a few degrees right or left of the target when aiming at a target 200 yards away, it does not mean that as a PGA Professional you should not know exactly what is going on at impact. It is then down to you to teach the shot in a way that suits the individual player. In a future article I will address the changes within the PGA’s Training Programme to the information provided around Angle of Approach and the more recent inclusion of Dynamic Loft as an Impact Factor. Should you have any queries or comments on the material you’ve just read, please do get in touch with me at the PGA National Training Academy via email on email@example.com Contact: Steve Shaw, Master Sales Agent UK & Ireland Email: firstname.lastname@example.org The PGA Professional | July 2018
”For your protection and performance ” My eyewear is an essential part of my performance out on the golf course. Henrik Stenson Eyewear uses Powereye™ technology, developed with years of top level experience and utmost care for your protection and performance. I never approve anything that I wouldn’t wear myself, and I can proudly say that Henrik Stenson Eyewear are my glasses.
henrikstensoneyewear.com Contact: Steve Shaw, Master Sales Agent UK & Ireland Email: email@example.com
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Eyes in focus
With eye healthcare becoming more important and consumers more knowledgeable, sunglasses are one of the most important accessories for golfers all year round. Angela Youngman investigates Style and performance – NDR:Elite sunglasses
unglasses are something consumers different types, the various properties of the take for granted, buying a cheap lenses and exactly what is available. You can pair on the high street based on even get changeable lenses now, so that you what seems to fit or look reasonable. The can have different ones for different times quality of lenses and frames are rarely conof the day.” sidered. Yet for golfers, well chosen sunglasses can be a godsend. Choosing the right style can make a tremendous Golfers may need sunglasses difference to their performance on the all year round. Even in the course. As a result, sunglasses provide a significant retail opportunity for UK, the bright winter sun PGA Professionals. Golfers, after all, can be very uncomfortable, may need sunglasses all year round. especially at oblique angles. Even in the UK, the bright winter sun can be very uncomfortable, especially at oblique angles. Golfers take winter holidays overseas to places like Spain and Most people don’t know much about Portugal, and there many people with eye sunglasses, just thinking about style and conditions that may need dark glasses. what happens to feel comfortable. Sun“We all need to diversify more and sunglasses are, actually, much more complex. glasses are a great opportunity for products Even people with 20/20 vision need to conthat truly affect performance,” comments sider their choice of sunglasses much more Stephen Shaw of Marquis Golf, a PGA Procarefully as there are major medical condifessional and distributor of Henrik Stenson tions to be borne in mind. Eyewear. He continues, “There is a general Stephen Hannan, Clinical Services Direclack of awareness about sunglasses. The tor at Optical Express says, “Being sun-wise
can help avoid a variety of health problems. The sun’s UV rays are stronger throughout summer and long-term exposure can cause a variety of eye problems, such as photokeratitis, sunburn for eyes, which can cause red eye, tearing, sensitivity to light and feeling like you have grit in your eyes. “Unprotected sun exposure can speed up the process, resulting in macular degeneration, which occurs when the cells in the retina are damaged and deteriorate. This can cause impaired vision and even result in blindness in the longterm. It can also increase your risk of cataracts, a long term condition where a cloud develops over the eye’s lens causing blurred vision.“ Optical Express recommends choosing sunglasses that offer UV400 protection as this can eliminate 97-100% of UV rays. Sunglasses should also carry a CE or British Standard Mark as this indicates that the sunglasses offer a good level of protection and that the product complies with the essential requirements of European Health, Safety and Protection legislation. Junior www.pga.info
F A S H I O N golfers should take particular care because 80% of lifetime exposure to UV rays happens before the age of 18. It is imperative that anyone under that age should wear high quality protective sunglasses. Prescription lenses can be arranged to fit frames purchased within a retail store. LENS TECHNOLOGY Champion golfer Henrik Stenson from Sweden is all too aware of the eye problems that can occur on the golf course. Henrik says ‘The conditions out on the golf course are very different to those you experience in water sports or skiing.. I am sensitive to light, so the glasses help my eyes to retain their energy while playing or training. The right lens technology and a well worked design are crucial. The sunglasses I wear fully protect my eyes”. His experience led him to create his own range of sunglasses incorporating interchangeable lenses. In recent years there has been a lot of technological innovation underway to improve the functionality of sunglasses. The frame materials have become much stronger. Interchangeable lenses are becoming increasingly popular. This means you can have several different lens tints so that you can adjust to suit whatever light level is involved on the golf course, be it a need for contrast or distance. Since changing the lenses takes only a minute or two, it can be accomplished quickly and efficiently. PERFECT FIT No two faces are identical in size or shape. ND:R Elite Sportswear’s Sol Invictus frames will actually bend and grip the face whenever the head moves while hitting the ball. Henrik Stenson and ND:R Elite Sportswear incorporate nose pads that can be tweaked to provide perfect fit, thus avoiding any slipping that can distract while on the course. When it comes to style, Optical Express point out that attention should be paid to the amount of light that can be let in around the frames, saying “it is important to make sure the frames fit your face well enough to make sure light can’t easily enter The PGA Professional
| July 2018
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Perfect for golfers ND:R Elite Sports Eyewear regards its Sol Invictus range as perfect for golfers since it has been produced with sports in mind. Streamlined and practical, prescription lenses can be arranged. The frames Clip in lenses and frame are made from TR90 which is from NDR: Elite Sportswear indestructible and if bent, returns to its original shape. Stephen Fowler, ND:R says “Sports sunglasses have lenses that can enhance performance such as Brown/amber lenses which heighten contrast, making them very effective when you’re on the fairways and reading the green. They are also great for distance vision. Not only do they improve contrast on the grass, but also up against the blue sky so you can actually track your ball in the air. The great thing about these tints is there is no significant alteration of your vision of true colours. Specialist sunglasses like these are comfortable and relax your face so you are not tense when performing.” ND:R lenses are manufactured in a newly developed nylon material which gives higher clarity, better scratch resistance and are extremely lightweight. The company offers the opportunity for customers to customize their lenses by using mirrored or tinted materials in addition to a variety of colour options. The multiple lens options offer a variety of benefits. Brown lenses make the ball stand out on the course, polarized lenses stop glare from the sun affecting performance, yellow lenses are ideal for low light and the wrap around shape helps deal with the problem of wind. Frames are available in black, red, blue and white with either oblong or oval shaped lenses. Oblong lenses are available only in standard grey or polarized mirror versions. Lenses are interchangeable, and simply have to be clipped in. The shape and materials of the glasses are designed to be anti-slip and comfortable, ensuring wearers can focus on the game and lean over fully to address the ball without worrying about sunglasses falling off.
IT’S A WRAP At Maui Jim, wraparound sunglasses are particularly popular with golfers as Gareth Evans, UK Sales Director indicates. “ The Monkeypod and Barrier Reef wraparound frames give an edge for those looking to stand out in the crowd when hitting a hole in one. Wraparound sunglasses protect the yes and delicate surrounding skin against the sun’s powerful rays and glare. Each Maui Jim sunglass features patented Polarized Plus2 lens technology, which not only protects eyes from harmful rays, but also Maui Jim South Swell sunglasses makes colours more vivid and contrasts crisper. Full wrap Maui Jim frames give the ultimate coverage with crisp optic and lightweight comfort, a reliable safeguard against sun damage and harsh glare whilst on the golf course.” Maui Jim Ola style Maui Jim lenses incorporate up to nine layers of protection around each lens including a proprietary polarized film, PolarisedPlus2, which produces vivid colours. Maui Jim sunglasses cut glare from above, below and behind each lens by 99.9% and reduce 100% of harmful UVA and UVB rays. There is a high level of scratch and shatter resistance. Maui Jim Kawika sunglasses
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your eyes from, for example, the side or above.” This can be crucial for a golfer, since the sun’s rays can fall obliquely across the side of the eye when the head is turned, or in bright setting sun. As a result, glasses that wrap around the face or have shaped lenses stretching to the sides of the eyes can be very useful especially since they also protect against dust, grit and pollen. BLACK ON TREND Black is definitely the most popular colour, closely followed by browns, tortoiseshells and metal rims. Lenses can vary in tint from black to pinks, and some incorporate mirror shades. Polarised lenses are common as these reduce the light passing through the lense, while photochomic lenses react to UV radiation by darkening. Many ranges are unisex, with females simply opting for smaller sizes. For most golfers, the key features tend to be practicality and versatility, being able to use sunglasses both on and off the course when driving, walking or relaxing. Interchangeable lenses offer extra flexibility. Sunglasses providing performance, adaptability as well as style can command higher prices, especially when people become aware of the medical value. TIME TO SELL Take time to talk to customers expressing interest in sunglasses. This is where a golf pro has a distinct advantage over high street sunglass retail offers. Explaining the medical benefits together with the specific benefits for golfers can encourage people to trade up, and buy high quality sunglasses. Make sure that there are suitable mirrors carefully placed in a well lit area, preferably with natural light, so that customers can try on the sunglasses and see exactly how they look on the face. Most people will try on several pairs before making a decision. Let them try them on, take a glance across the course and down the fairway to see the differences. Accessories offer useful extra sales opportunities that take up little room within the store. Anyone wearing sunglasses, or prescription glasses, will need cleaning cloths and spectacle cases. 46
Henrik Stenson eyewear on the golf course
Protection and performance Henrik Stenson Eyewear is the official sunglass partner to the Swedish Golf team, providing glasses to coaches and players alike. As a company, its motto is simple ‘for your protection and performance’ and reflects Henrik Stenson’s own experiences of eyewear on the course. The Performance range incorporates a variety of features ideal for use on golf Henrik Stenson Iceman in Black courses. As the unbreakeable, scratch resistant lenses are also hydrophobic, they are not affected by rain or grease. These interchangeable lenses are a key feature of the Henrk Stenson range. They simply snap into the chosen frame. Once in the frames Iceman in black with blue grip the lens tightly. The company earpieces and brown lens utilizes a custom lens technology known as PowerEyeTM, which is made in Europe and offers 100% UV protection and up to 95% blue light filtering. This technology reduces sun glare and optical interference, enhancing contrasts so that the terrain appears more Iceman in white with brown lens distinct while maintaining a natural colour balance. This reduces eye fatigue. The lenses can be provided to a medical prescription, using grey, brown or pink tints. Frames are made from a lightweight flexible material known as TR-90 Grilamid, and incorporates adjustable rubber injected nose pads. Colours include black, anthacite grey, white and smoke grey. Customers wanting a little extra colour can opt for frames that are one colour over the face and side pieces, before ending in a coloured shade over the ear. For example, the Iceman Anthacite Grey has a grey top frame, finished in blue, while Iceman Jr includes a version with a white matt front and yellow edges. Iceman lenses go straight over the nose piece, while the Stinger style involves separate lenses. The minimal frames ensure maximum sight lines with nothing to interrupt side views of the greens. Small ventilation holes in the frames add to the overall comfort. Stephen Shaw says, “The Iceman frame incorporates side temple pieces which are pre-shaped so that you can push them up onto the head, or place on the hat and they will stay in place if even your hair is silky. The frame adapts to the size of the head and can be worn by both men and women. We are introducing a specifically ladies range in a wider range of colours later this year. We have customers who buy several pairs in different styles and simply interchange the lenses.”
PGA Pro’s Win Big with Staysure. As the UK’s No.1 for over 50s travel insurance*, we’re delighted to become the ﬁrst ever title sponsor of the European Senior Tour, excitingly renamed The Staysure Tour. Proud to be part of both professional and amateur golf for over 50s, a total of four new tournaments have been added to The Staysure Tour in 2018, alongside the newly created Staysure PGA Trophy; an opportunity for amateur golfers to team up with their Club Pro who will play for a share of the £30,000 Grand Final prize fund. The Grand Final provides a truly unique experience for any golfer, to compete with the likes of Paul McGinley, Colin Montgomerie and Paul Broadhurst!
Exclusive 20% off† for your members
To celebrate our sponsorship of the Staysure Tour, we’d like to oﬀer your members and their families 20% oﬀ† travel insurance with Staysure. To take advantage of this oﬀer, all they have to do is quote your Club Pro Unique Discount Code when booking.
+ Cashback for you!±
As a thank you for referring your members to Staysure, 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!±
How do I earn cashback?
1. Add your unique PGA membership code in the ‘Club Pro Unique Discount Code’ box on The Staysure Tour poster enclosed with this magazine. 2. Display the poster in a prominent area within your clubhouse. 3. Encourage members to take advantage of the 20% discount!† 4. Sit back and wait for your rewards to come rolling in!
Proud sponsor of the
*Rated highest for Travel Insurance Customer Experience – Mintel Report February 2016. †Discount only applies to the base premium of your travel insurance quote and does not apply to any medical screening premiums where relevant. Oﬀer ends 31 December 2018. Terms and Conditions apply. ±£10 for every travel insurance policy sold, plus an additional £100 for every 10 policies sold in 1 calendar month. Please allow up to 45 days to receive your cashback. Cashback will be paid to you directly via the PGA. If the policy is cancelled within the 14 day cooling oﬀ period no payment will be made. Oﬀer ends 31 December 2018. Terms and Conditions apply. 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 Finanical Services Commission no. FSC1238B and trades into the UK on a freedom of services basis, FCA FRN 663617.
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How to decide the format of your next Golf Pro travel break
Running a hosted trip for your members offers a more relaxed golfing experience
Golf travel can be an exciting part of your business. Not only can you form great relationships with your members and clients but it is also a financially rewarding service to add to your repertoire.
here are many different trip formats you can offer, depending on the requirements of your members and this is the first and most important question to ask yourself as it will help determine what type of venue you are looking for. Are you going to run a coaching break, a relaxed holiday with golf, a specialist trip like the Masters, include competitive play, take part in a Pro-Am or a mixture of them all? The dedicated Golf Pro Travel team at our PGA Partners Golfbreaks.com shed some light on the different types of trip you can offer your members. HOSTED LEISURE TRIP Putting together a golf holiday is a popular and easy way of offering a travel service to your members and clients. More and more golfers are attracted to the idea of a golf holiday that is organised for them by their respected PGA Professional 48
as they have all elements of the trip organisation taken care of for them. This type of hosted trip gives you the opportunity to play some relaxed golf with your clients at the resort or take in a number of top courses on a tour. By offering a more relaxed golf holiday to your clients you are insuring that they have the freedom to enjoy and take part in all of the elements of a trip of this kind and are not bound by full structured days of coaching and playing. If you wanted to add some form of relaxed tuition to this trip a good suggestion would be a 60-minute optional rollup session before each game where your clients can either choose to warm up at the leisure or utilise your coaching services if they wish. COACHING TRIP This is one of the most popular type of Golf Pro travel trips, offering you the opportunity
to deliver your coaching expertise as part of the overall golfing break for your members or clients and build a larger fee into the package price for your coaching service. A typical coaching trip for your group differs from a standard leisure trip by offering structured coaching to your clients. This would normally include some range time either pre or post play, usually a 2-hour period where you have a dedicated area for your group on the range, short game area, or putting green depending on your itinerary for the day. You can run as little or as many coaching sessions as you like and this will help determine how much you “mark-up” your trip by to ensure you make a profit. A typical “mark-up” for a coaching trip is anywhere between £50-£75 per person per day, depending on how intense the coaching is you are offering. There are many different options you can www.pga.info
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include when deciding on your coaching itinerary and you are not just limited to standard structured range or short game clinics. Popular offerings include roll up coaching sessions for a more relaxed coaching experience for your clients, play with the pro (course management), best practice methods, golf psychology, rules of golf sessions and skills tests to name a few. We will work with you in selecting the most suitable venue and facilities based on your coaching requirements, both on and off the golf course and overall experience that you would like to deliver to your clients. We have a host of Pro Preferred venues we work very closely with all over the world that are perfectly set up for this type of break.
Add a coaching element to your break to ensure you make a profit for your expertise
As the organiser of a great tournament experience you will be offering your clients the opportunity to share these memories as part of a hosted group
Take a group of members to the Masters for the ultimate Tournament Experience
TOURNAMENT EXPERIENCE There are many opportunities to offer bucket list style trips for your members or clients including the Masters, the Ryder Cup, the Open, the Solheim Cup and PGA and European Tour events. As the organiser of a great tournament experience you will be offering your clients the opportunity to share these memories as part of a hosted The PGA Professional
| July 2018
group and this will have them singing your praises to fellow members and golfing friends for many years to come! These trips also offer you an opportunity to make them financially rewarding as a service fee can be included in the selling price of the package. A good example here is a once in a lifetime trip to the Masters, incorporating an
additional stop at a world renowned venue such as Kiawah Island. Here, you have the opportunity to sell a 7-night package including golf on the famous Ocean course before heading over to Augusta to watch the magic unfold on Sunday afternoon around the 18th green. We now have a vast variety of these experiences and can build bespoke packages to suit you and your client’s needs. 49
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Going green in Gramacho and Vila Sol Every time you visit Algarve, you can count on great weather and amazing golf.
estana Golf is committed not only to beautifully designed courses but also to professional teaching. In Gramacho and Vila Sol, you can find the Pestana Academy, where the best players always have special treatment.
Pestana Vila Sol Championship and the Pestana Vila Sol Academy Golf Course. It is located near cosmopolitan Vilamoura, where you’ll be welcomed at our five-star Pestana Vila Sol hotel. Visit the marina, the casino and the surrounding beaches for a complete Algarve experience.
Here, you can enjoy unlimited range balls for two hours, every day from December to February. Plus, in Vila Sol, a Golf Pro accompanied by a group of minimum seven paying golfers has free accommodation on the same board basis.
If you prefer picturesque Carvoeiro, the 18 holes and 27 greens of Gramacho will win you over. Designed by Ronald Freeman and former world No. 1 Nick Price, the course incorporates natural stone outcrops, ancient trees and fine lakes and bunkers into the traditional landscape. Once you hit an albatross, you can chill out in the nice apartments and studios of Pestana Gramacho Residences. Take a dive in the swimming pool or relax in the indoor heated pool and SPA.
Traveling with three paying amateurs, the Pro will be free of charge on the same board and golf. Designed by architect Donald Steel, the 27-holes golf resort has two different courses: the
For booking information visit Golfbreaks.com
GOLF MEMORABILIA Entries Invited 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
We are now consigning for our upcoming Sporting Sale auction. Items of interest include Open Player badges, Open programmes, Open medals, golf medals, Ryder Cup material, signed photographs, pre 1940s golf balls, pre 1920s wooden shafted golf clubs, golfing ceramics and silver ware. ENQUIRIES firstname.lastname@example.org 0131 225 2266 Bonhams 22 Queen Street Edinburgh EH2 1JX RYDER CUP: SERGIO GARCIA’S REPLICA RYDER CUP TROPHY By Asprey, London 2001 Sold for £7,500
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Why not enter a Pro-Am with a group of your more competitive members?
bring along your own team of amateurs to put together a mini Ryder Cup experience for your members. This is great fun and an increasing number of professionals run this type of event.
COMPETITION A golf holiday that includes some form of competition is also worth exploring, whether that be daily or multi round tournament like a stableford or a Ryder Cup style team versus team event. This type of trip offers a different experience to a standard coaching trip or relaxed golf holiday and our experience and feedback is showing that a trip with this element included is definitely a selling point and attractive to club golfers. This type of trip can be run solely on its own or can be incorporated into a coaching break to tick the boxes for the competitive natured golfers amongst your group. The Ryder Cup style event is one where you may team up with another pro from your club or a fellow professional locally and both bring along your own team of amateurs to put together a mini Ryder Cup
experience for your members. This is great fun and we are seeing an increasing number of professionals run this type of event. It also gives you the opportunity to provide trophies, goody bags and team outfits to enhance the experience that you are providing to your clients and increase your margin.
PRO-AMs Pro-Ams are also a fantastic opportunity to explore golf pro travel with your clients in a competitive environment. You can find Pro-Ams ranging from one-day county, regional or national events to a host of overseas Pro-Ams for you to choose from. These are great for your clients that prefer a more competitive atmosphere to their break and gives you the opportunity to pick up some prize money. Golfbreaks.com boasts an excellent overseas Pro-Am series and has taken golfers around the globe playing a host of iconic venues including Valderamma, Quinta Do Lago and Pinehurst. Golfbreaks have just launched our 2019 event and will be returning to the Quinta do Lago resort in Portugal. More details of this event can be found on our website.
For more information on how the Golf Pro Travel Team at Golfbreaks.com can help, please call 01753 752 880 or email email@example.com
The PGA Professional
| July 2018
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The region of Lisbon is full of world class courses, luxurious hotels and steeped in history, making it a great alternative to its Portuguese counter-part, the Algarve.
Above: coastline at Royal Obidos
Left: Enjoy playing amongst pine trees and undulating dunes
ACCOMMODATION You don’t have to travel far from Lisbon International Airport to find some of Europe’s best golf resorts and courses at very competitive prices. The luxurious 5* Penha Longa Resort is set just 25km from Lisbon in the stunning national park of the Sintra Mountains. The resort has 27 holes on-site, activities such as tennis and squash, and boasts 6 different restaurants, all of which are highly regarded in Lisbon. This resort is perfect if you are taking a group of members or clients away for a coaching break, with everything you need on-site. Travel along to the coast and you will be greeted by the traditional but the modern town of Cascais. Cascais is the perfect place to base your group if you are planning to tour around the top courses of Lisbon with your members as it offers great food, nightlife and traditional Portuguese culture. The 4* Vila Gale Cascais is next to the Marina and 5 minutes from the town square,
boasting fantastic views of the marina and has 7 top courses within a 20-minute drive. GOLF Lisbon is blessed with some of the most amazing and highly acclaimed courses in Europe. The stunning Praia D’El Rey 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. The resort offers extensive coaching facilities including a driving range and short game area, which is perfect for your members if you are running a coaching break. Close to Cascais, you will find the highly acclaimed heathland course of Royal Obidos. At just over 7000 yards it offers an array of challenging holes and is a must play course for your group if visiting the Cascais area. The practice area is also extensive and one that allows you to coach your members or clients before heading onto the course. The luxurious 5* Penha Longa Resort
FACT FILE Getting there • Lisbon Portela Airport (LIS) serves the city with direct flights available from Bristol, Birmingham, Edinburgh, Liverpool, Gatwick, Heathrow, Luton & Manchester. • The average flight time is between 2½ and 3 hours with airlines British Airways, TAP Air Portugal, EasyJet, Ryanair flying direct to the capital.
Climate • Lisbon has a warm climate with hot summers and mild winters and is one of the sunniest capital cities in Europe. Typical temperatures during the winter barely dip below 12 degrees and peak at 30 degrees during the summer months. • The best time to travel for pro groups is late March to May and September to early November.
Top things to do off the course • The coastal capital is renowned for its amazing stretch of beaches, vibrant nightlife and historic culture. • Be sure to visit the cafe where the famous Portuguese custard tart ‘Pastel de Nata’ was created and take in the Mercado de Ribeira food market where the street food stalls stay open until 2am
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The coastal region around Portugal’s capital city Lisbon is teeming with fantastic courses and luxurious hotels making it the perfect destination for your next Golf Pro Travel break. Take a look at some of GolfBreaks’ Golf Pro Travel deals below and don’t forget, as well as a free place with 7 amateurs you receive 5% commission* as a PGA Professional.
Penha Longa Resort 5★ • Great for coaching or group leisure breaks • 27-hole Robert Trent Jones Jnr. design course on-site • 40-minute transfer from Lisbon Airport
• 4 nights bed and breakfast and 3 rounds of golf at Penha Longa
• Extensive practice facilities • 6 restaurants on-site • Close to beaches and nightlife in Cascais and Estoril • From £399 per amateur
Marriott Praia D’El Ray Resort 5★ • Great for coaching or group leisure breaks • Renowned 18-hole golf course on-site • 50-minute transfer from Lisbon Airport
• 4 nights bed and breakfast and 3 rounds of golf at Praia D’el Ray
• Excellent practice facilities • 2 restaurants on-site
• From £329 per amateur
Hotel Vila Gale Cascais 4★ • Great base for group leisure breaks • 5 minute walk from the • Host of top courses within a 20/30 town centre and marina for minute transfer nightlife • 40-minute transfer from Lisbon Airport • Restaurant and 2 bars on-site
• 4 nights bed and breakfast and 3 rounds of golf at Royal Obidos, Oitavos and Penha Longa
• From £329 per amateur
Hotel Quinta da Marinha 5★ • Great for coaching or group leisure breaks • 18 hole Robert Trent Jones Jnr. course on-site • 40-minute transfer from Lisbon Airport
• Excellent practice facilities • Great selection of bars and restaurants • Spa and gym
• 4 nights bed and breakfast and 3 • From £229 per rounds of golf at Quinta da Marinha amateur
*For more information on how the Golf Pro Travel Team at Golfbreaks.com can help, please call 01753 752 880 or email firstname.lastname@example.org
The PGA Professional
| July 2018
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Connecting with female golfers As the We Love Golf campaign progresses, Antje Derks asks are you ready to market to a female audience and the collateral that will best help you get your message across
olf is a game with very strong traditions. Since its inception, the game has demonstrated its resilience, growth and change. It is constantly transforming, something that’s vital in this new age of technology that’s reshaping our economy and the accompanying social and cultural change that goes hand-in-hand with our new reality. Indeed, our priorities are changing and there’s a marked shift in the way people – and women in particular – are participating in this brave new world. Women now account for 52% of the population and half the world’s workforce, which means they play a huge role in fuelling the world’s economy and with that comes spending power. What this means in plain English is that women present small businesses with a huge opportunity to engage with an interested and powerful consumer base that can positively and productively continue to change and grow the golf industry. UNTAPPED POTENTIAL Imagine this: you are told by someone you trust and respect about a new consumer group that’s comprised of educated, influential people with a significant spending power who are also interested in your business. They also hold a strong influence over the way others spend their money – friends, family and colleagues. In other words, this group makes a quarter of all consumer decisions, but they complain that marketing departments don’t understand them. If you were asked whether you’d like to engage with this group, you’d 54
M A R K E T I N G Word of mouth is an important asset – your already loyal customers are influential brand ambassadors
– through their formal and informal networks and their powerful word of mouth – spread the word about golf if they feel the trust and personal contact is there. A single woman’s power of influence is not to be underestimated.
The PGA Professional
| July 2018
answer with a resounding yes – since this is an untapped seam of clients that would grow your business substantially. The female interest in golf combined with their influential spending power provides a large revenue-generating opportunity for the golf industry as a whole and the small businesses that reside within it. However, advantage of this can only be taken when the industry and its individuals learn to meet the needs of this customer base on their terms. There are various reasons why women want to play golf, ranging from trying something new, through new social opportunities to health benefits of being outside and active. Once you have made the connection with your female audience, it is likely they will become a committed golfer – but you’ll need to reduce the perceived barriers to entry first to attract these loyal customers and influential brand ambassadors. It’s important not to forget that women are multipliers of goods and services – what that means is they will
will improve her game, leading to a more enjoyable experience. Therefore, an image of a smiling woman with a driver in her hand will have more clout that a factsheet of specifics. Most women will factor value through the eyes of those for whom she is responsiEXPERIENCE FIRST ble – so it’s important that your event flyers Women are generally great communicaare targeted for her, which means thinking tors, so your marketing materials need to about which images and copy will be relereflect that. Take some time to review your vant to her and those in her circle. collateral and see how it impacts women However, it would be a mistake to think – this includes email, flyers, brochures, that women like fluff. On the contrary, they photographs in the pro shop and anywhere should be clean, clear and well-designed else at the club. Signage, messages. Women how your sales people don’t want to be overinteract with female whelmed with images Women want to be – select a few brilliant customers – including how they dress and able to see themselves ones with some toptheir general approach playing golf, so your notch copy that will – all have an impact. help her make a quick marketing materials decision. In the end it’s Further, if you are lookneed to reflect that about telling a story. ing to create specific marketing materials to Women tend to shop target women, there are on an emotional level, some key tactics that you’ll need to keep at so they will buy into a story they can envisthe forefront of your mind. age themselves being part of. Women don’t Women tend to value experiences over have the cool rationale of men. They look product details. She won’t care about the for context and a storyline that will create amount of CCs in her driver. What she an emotional connection that provides wants to know is whether the right driver them with a tangible reason for supporting will allow her to hit the ball further and and buying from you. 55
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a female shop member of staff, with outstanding product knowledge helps reinforce the message of inclusivity
Women want to be able to see themselves playing golf, so your marketing materials need to reflect that. Use images and video to demonstrate the experiences they will have and what it will be like. When thinking about language, most clubs and professionals are naturally geared towards male golfers. Use inclusive language, especially if you are targeting beginners. Use some quotes from other women who have had lessons with you and now enjoy playing golf regularly will also help sell the dream. Women listen to other women. You want your messaging to be warm and inviting, not sugar sweet but genuine. Women look for an atmosphere that garners support and community. They want to feel happy, safe and nurtured. Be simple and concise with your messages. You want them to grasp the key points
and act on them rather than being overwhelmed. A clear call to action that isn’t a sales pitch works well too. GENDER BALANCED? Similarly, you should garner the same approach on social media. Make sure there is a good gender balance on all your channels. Find positive third-party content to underline your own marketing activities – other sources will add reliability to your message. While a lot of golf clubs are very male orientated, it would be worth looking into hiring a female shop member of staff,
with outstanding product knowledge – it helps reinforce the message of inclusivity. In the end, the perception of the masses is that golf is a man’s game – and that the few female players are either retired or fall into the ‘ladies that lunch’ category. There is a whole, untapped customer base of women out there, just waiting for the right messaging and approach to come and explore golf and everything it potentially could offer them. It’s up to you to target them in a considered way, which will increase your revenue and grow your business.
Get it done this month ✓ Review your marketing material – is it inclusive?
✓ Engage with female players and beginners and ask for suggestions on how to improve your marketing to women
✓ Get some quotes from female players at all levels and incorporate them into your marketing collateral and on social media
✓ Start to actively source images
While women may value experiences over technical detail of equipment, positive images of that kit being used and enjoyed will have more impact than a table of facts and figures
of women playing golf – not just professionals – but ordinary ones that others can identify with
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Entering the blogosphere Antje Derks explains why you should use your club’s blog to build your personal brand
s with most things, clubs generally have a blog that is gathering dust in the corner of their website – started with enthusiasm and then mothballed because no one had the time or the energy to write something on a regular basis, let alone share it on social media channels. This is where you – the resident club golf pro – comes in. Your club’s blog is a great equaliser. It is a cheap and effective way to engage with golfers, build your own brand and produce sales with only a small time investment and little or no financial outlay. Further, the more regularly you blog, Blog regularly, be yourself and don’t cause offence – there is much to gain by communicating this way the higher up the search engine rankings you will travel – that’s because Google et it will dramatically help your search engine video or an image or two is also good. al love brand new content. What you need positioning. The more relevant content you The main thing to remember when you’re to remember is that this is not something have on your blog, the higher your rankblogging is to be yourself – let your personthat will produce instant rewards or even ings. Google loves relevant content and in ality shine through. feedback. It will take time to build a loyal bound links, so make sure you bear that in following and reap the rewards, which is mind. why so many people lose enthusiasm after A blog is a real value-add for members a few weeks of blogging. too. It is effectively a large, searchable data✓ Blog consistently once a fortnight, more often if possible Your club’s blog is a great way for you base of information, tips and tricks and to showcase your knowledge and events with limitless access and ✓ Think about your audience and position you as an expert as well don’t forget, you need to share make a list of themes, write them in a spreadsheet so you as offering members and newbies your blog on social and via email don’t get don’t forget them a ‘human’ face, something that disheartened to increase your overall reach. many clubs and pro’s forget. There is so much you can write ✓ Get your events calendar in – it takes a order, so you can incorporate Writing a blog regularly allows about from instructional tips while to gain club tournaments, socials etc. you to forge new relationships and recent club and PGA tourin your posts traction as well as strengthening existnaments, through to hilarious ✓ Sit down with a cuppa and get ing ones. Featuring players of all anecdotes from golf trips or events writing! The longer you think ages and families on the blog will – make sure you don’t upset anyabout it, the less likely you are make it feel inclusive and personal as well one – through to getting the club and its to do it. as opening a two-way conversation, which members to support a particular charity ✓ Make sure you proof your posts is ultimately what you’re trying to achieve. or event. That said, it is not down to you for grammar and spelling Another consideration is that a blog to write every single word. Why not rope ✓ Plan your topics ahead of can help increase links back to your club’s in some of your students and members. It time and write a batch and website from other websites, meaning that doesn’t always need to be a lengthy article. save them organic traffic will go up as a result. Further, A couple of short paragraphs that link to a
Get it done this month
The PGA Professional
| July 2018
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Meet, Discuss, Share Highly respected international performance coach Ian Peek has been confirmed as a keynote speaker for the 2018 PGA Members’ International Conference in Thailand.
he conference, which will once again be staged at the worldrenowned Laguna Phuket resort from November 11-14, brings together PGA Members and delegates from across the world. Peek has a wealth of experience and knowledge of the game of golf having played full-time on the Asian, South American and European Challenge Tours before founding the Impact Golf Academy in Germany. Peek, who was made a PGA Advanced Fellow in 2009, has presented his coaching philosophies as a conference speaker all across Europe and further afield. He will be presenting a framework for ‘optimising performance’ in Thailand, looking at how delegates can improve their performance by examining their own current models. Peek has already helped a number of coaches and business executives optimise their performance through this framework.
The event in November will bring together PGA Members from around the world
Ian Peek will be speaking on optimising performance at this year’s conference at Laguna Phuket resort in Thailand (above)
Conference details Held at Asia’s finest integrated resort destination, the conference will bring together PGA Members working worldwide. This exciting event comprises two full conference days and one golf day. • Price* includes three nights’ accommodation at Angsana Phuket, the Banyan Tree Group’s stylish new hotel.* • 50 CPD points will be awarded to each participant at the conference. • Spaces are limited. For bookings and further information please contact email@example.com. • Bring your partner as a non-delegate and they stay free of charge. Additional nights and room upgrades are available upon request. *THB 21,500 (approx. £495). Flights not included.
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Perfect placement O
The PGA has launched a placement programme which offers registered Assistants and qualified PGA Members the opportunity to work overseas.
pen to all PGA Members, the programme provides you with an opportunity to gain a broader understanding of the global golf industry and gain new and exciting experiences by working overseas. The key benefits for the individual include gaining a greater appreciation of the international landscape while working at a well-established golf facility primarily in the Middle East, Southern Europe and Asia. For the host, the placement can be seen as an ideal way to supplement staffing requirements during peak seasons while bringing additional expertise to your team. The idea of creating a Placement Programme grew further at the inaugural PGA Members’ International Conference in Thailand in November last year. Robert Maxfield, chief executive of The PGA, revealed: “Many of the delegates in Thailand
started their own careers in similar placements abroad and said there was a demand for seasonal PGA staff during their peak season. “By promoting these positions through The PGA website, we are making them more accessible to Members which fulfils part of our aim to increase the number of employment and career opportunities available to PGA Members. “The placements are a fantastic opportunity to gain international experience during the low-season in Great Britain and Ireland and they are a great opportunity to find out whether working and living abroad is right for you.” If you are interested in becoming part of the PGA placement programme, either as an individual looking for opportunities, or as a facility looking to offer a placement, please contact Matthew Davies, PGA Members Services Executive, on +44 (0) 1675 477888 or email firstname.lastname@example.org
CASE STUDY 1 Dean Nelson Director of Golf – Hong Kong Golf Club The PGA placement programme offers an opportunity for a PGA Professional to gain Hong Kong Golf Club international experience working alongside other pros. We should always look for new learning opportunities and experiences and these international placements offered by The PGA are a fantastic opportunity to further your career. Hong Kong Golf Club and its location in Asia provide an opportunity to gain working knowledge of a high-end golf club and indeed experience of a new country and region. I am fortunate to have 11 golf professionals in my team with a variety of experience and the right candidate will work closely with them to gain knowledge which will help you move onto the next stage of your career. You will support our full-time professionals to the point where they be trained sufficiently to manage tasks on their own, such as managing a competition to supervising the golf shop. In addition, the pros will spend time with the other departments in the club in order to gain wider experience of a large international club. We have 63 holes at two clubs and deliver approximately 120,000 rounds per annum, so there’s lots going on all the time.
The PGA Professional
| July 2018
FACT FILE Who can apply for the placement programme? All registered Assistants and qualified PGA Members. Who is responsible for arranging any necessary work visas? The employing host venue is responsible for ensuring the individual on placement has the correct work permit/visa to work legally in the country where the placement will take place. What is the length of the placement? It is expected placements will last between 3-6 months, however the length will depend on the requirements of the host venue. Are the opportunities paid or unpaid? Depending on the nature of the placement, some opportunities will be unpaid and some positions will be paid. These terms must be clarified before accepting any position. It is expected that the host facility covers costs such as accommodation, visa costs, uniform and a daily meal allowance as a minimum. The facility is encouraged to offer these benefits irrespective of whether the placement is paid or unpaid. Who is responsible for my flight costs? This should be decided between the host venue and the individual applying. Who should I turn to for support when I am in the country? In the unlikely event that you have trouble during the placement, you should first speak with your host venue to try and resolve any issues. If this is unsuccessful you can always contact the local British embassy.
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Current PGA placement programme opportunities
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Meydan Golf, Dubai
CLEARWATER BAY GOLF CLUB, HONG KONG International Placement Opportunity (six months)
Basic salary, return flights and accommodation provided. Help the Deputy Director of Golf oversee the golf operations at the club. Based in a number of departments at the club, the role offers great exposure to culture in Asia and will help you develop an understanding of how a golf and country club is run.
HONG KONG GOLF CLUB, HONG KONG International Placement Opportunity (six months)
Basic salary, return flights and accommodation provided. Based at the heart of the club’s retail operation, you will assist the department with bag drop/storage, club competitions, course set up custom fitting and junior golf. You will learn about operational management, retail, custom fitting and competitions management.
THE TRACK, MEYDAN GOLF, DUBAI International Placement (6-12 months)
Basic salary, accommodation, duty meals and visa provided. The Track is a daily-fee facility uniquely positioned as an accessible and player-friendly option for golfers in the region. The successful intern will be involved in both Golf Shop and Outside Service duties. Basic salary, accommodation, duty meals and Visa provided by the company.
DOHA GOLF CLUB, QATAR International placement (six months)
An exciting opportunity for a female Assistant or qualified PGA professional starting in October 2018. Working alongside the golf operations team, you will gain an understanding of running a golf facility while coaching female and junior golf clinics. You will also assist in planning and coordinating the 2019 Qatar Masters.
CASE STUDY 2 Thomas Rourke General Manager – The Track, Meydan Golf, Dubai I am a strong believer in investing in the future talent coming through the PGA and helping professionals take the next step in their careers. The professional can experience and gain exposure to all aspects of running and working in a five-star golf facility covering: agronomy, finance, outside golf operations, course marshalling, retail, event management, managing owners expectations, shadowing golf lessons and sales and marketing. The Programme dramatically enhances the guest experience and interaction at the facility, the professional can influence the existing team to improve the operation and share with the team their experiences. I see this as not just the golf operations experience that will be gained but also a life experience working and learning from team members of different nationalities and cultures to open the eyes of the candidate to the world of golf and international working environment. If you have a passion for learning and working overseas this is a fantastic opportunity to gain experience at a fully floodlit golf course in the incredible city of Dubai. The programme will enable you to see if an overseas working environment is the path for you and will open doors for future opportunities overseas if you make an impact.
CASE STUDY 3
Gary McGlinchey, General Manager – Doha Golf Club, Qatar Working overseas is a challenge but you meet lots of like-minded people from all over the world living in a foreign country without their own family and friends. The expatriate community becomes like your ‘overseas family and friends’. These relationships can open new opportunities and create life-long friendships. I’m still in touch now with people I met in Dubai in 1992 when we were all young. My advice to anyone sitting on the fence regarding an overseas move is to remember that if it doesn’t work out you can always go home. I think everyone should take an opportunity to ‘test the water’ with the overseas lifestyle. We’re looking to bring in someone to work as a key part of the golf operations team. They will gain a better understanding of the day-to-day running of the facility, including first-hand experience of hosting a European Tour event. If we do find a really good seasonal trainee, if they enjoy Qatar and if we like them, we could benefit down the road if they decided Doha Golf Club, Qatar to stay with us on a full-time basis.
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Feeling the benefit This month’s PGA Professional looks at the PGA Benefits programme in more detail, focussing on how you could potentially save hundreds of pounds each year by signing up to the cashback scheme, one of the many benefits available to Members.
tart using My Cashback Card and you can earn cashback of between three to 12.5 per cent when shopping at major retailers such as Sainsbury’s, Tesco, Debenhams, B&Q and Argos. RELOADABLE CARDS Reloadable Cards provide you with a quick and easy way to earn cashback every time you shop by simply loading funds to those retailers’ cards where you shop regularly. To obtain a card and earn cashback you first need to order a card and credit it with a minimum of £10. Then proceed to check out and make a payment. One you have received your card in the posts and before you can use your card you need to activate it. To do this click on “My Reloadable Cards” in the left hand menu select the non-activated card and follow the instructions. Once your card is activated, funds will normally be available on the card the next working day. However, some retailers can take up to four working days for the funds to appear, so please check the balance before you proceed to store. Once you have a card you can return at any
CASE STUDY Keith Baxter – PGA Member “Once the initial account is set up it is simple to either purchase new cards for stores or top up existing ones. Tesco is our local store for food shopping. We probably spend £400 per month which equates to £144 per year in cash back. “Spending at M&S will equate to £300 per year – £18 cashback. My daughters use New Look so even £300 over the year will equate to £24 cashback. “We also are looking to purchase some items for the garden from B&Q which total £300 which is another £18 cashback. “Looking ahead to Christmas there is a group us that usually end up in Pizza Express spending at least £250 giving another £20. “All in all I earned £269 in cashback. It is free money and can really make your PGA subscription even better value.”
time to My Reloadable Cards page and top it with more funds. You can do this time and time again and each time you are instantly credited with cash back in your account. You must top your cards up through this site to earn cashback. Cards topped up in the retailer’s store will not receive cashback. TOP TIP: Why not set up a direct debit to top up your cards automatically every month.
CASE STUDY Matthew Davies – Member Services Executive “Take the average four-person family who will be spending £400-£500 a month on groceries, receiving four per cent cashback would generate £240 a year, over half the yearly PGA subscription. “Setting up the card didn’t take much time at all and after I had used it a few times and saw how much I was spending per month. I then decided to set up a direct debit to automatically load the gift card on a monthly basis. “Using the cards can be great if you are frequently shopping with one particular retailer. However, they can also be effective when you know you are making an expensive purchase. For example, if you are going to Currys to buy a new laptop which will could cost around £500, you can set up and load £500 onto a card and purchase the item using the card.”
The PGA Professional
| July 2018
DIRECT DEBIT The My Direct Debits page manages monthly reoccurring payments to your reloadable cards. It enables you to set up automatic loads for each of your cards. It also enables you to edit the load amounts or remove a load keeping you in control of your finances. There are two simple steps to set up monthly loads to your card. First, complete the “create a direct debit account” by clicking on the button and completing the form. You only need to do this once for all your reloadable cards. Once you have set up a direct debit account, add your reloadable cards and enter an amount you would like loaded to them each month. It really is that simple. Through the My Direct Debits page you are still in complete control over you money. You can cancel the payment, change the load value, add or delete cards or change the spread of the loads based on your needs. Each time a direct debit load takes place, you are instantly credited with the percentage cashback for that retailer. 61
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PGA Benefits PGA Benefits gives you access to a range of benefits and discounts designed to support members both personally and professionally. This month’s highlights include: Great savings on a wide range of Apple products Members can make great savings on a wide range of Apple products including iPad, iPhone, iPod, MacBook Air, MacBook Pro, iMac, Apple Watch, Magic accessories and more. You can now order online and arrange to collect most items from your chosen Apple Retail Store – usually within an hour!**
Earn cash back on everyday purchases My Cashback Cards provides members with a great way of making the most of your money. You can save in a unique way when shopping on the high street and in many cases online. By using your Reloadable Shopping Cards for regular purchases, you can earn Cashback of between 3% and 12.5% when shopping with major retailers including Sainsbury’s, Tesco, Debenhams, B&Q, Pizza Express, H Samuel, Argos, and many more. Based on an average family’s spend on everyday items, this can mean savings of over £600*** every year. To find out more or to join My Cashback Cards go to cashbackgiftcards.co.uk and start earning now.
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.
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.
Book attractions, excursions, theatre tickets and experiences all over the world with Onlineticketstore.co.uk. Whether it’s a week at Disney World, a dinner cruise in Dubai or a day trip in Rome, you can look forward to hassle-free booking 24/7, instant e-tickets and unbeatable customer service*.
Up to 35% saving on EE tariffs You can now access the EE Membership Discount scheme through PGA Benefits. The savings are fantastic with up to 35% saving on phone plans*.
BMW Exclusive contract hire rates on a selection of BMW and MINI models through BMW Group. Visitbmwvip.co.uk/pga, 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.
Mars Provide retail expertise to help maximise your return. Benefit from point of sale promotions and receive guidance on how to choose an appropriate product range. For further info, contact email@example.com
For support with golf-related VAT issues, contact Stephen Phillips on 01675 470 333 or: firstname.lastname@example.org.
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.
PAYE/National Insurance advice
BDO LLP offer a free helpline to members. Contact Michael Hepburn on 0131 347 0355 or: firstname.lastname@example.org
Heavily-discounted personal use prices start at £60† for a SkyCaddie GPS or £70† for the SkyPro. Get yourself a SkyTrak Launch Monitor and receive a free metal case and first year software saving £239. Become a SkyTrak Show Case Dealer and earn a bonus 40% affiliate fee (about £600†) on your first sale and 20% fee on any future sales. † +VAT Email email@example.com or call 01844 296 358.
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. 62
17% off Worldwide Attraction Tickets!
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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
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.
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.
Coca-Cola Special packages on products and coolers. For more information visit coca-colapga.com
Techniblock sun protection Benefit from retail exclusivity, low MOQ, small but branded counter-top display unit. Free next day delivery and extended expiry date. Order through Tracey Parry on 07769 943 200 or email email@example.com
First Data Preferential rates to PGA members for accepting credit and debit cards. Call 0330 123 1241 quoting PGA.
Golfbreaks.com Access to bespoke golfing packages for you and your clients through the dedicated Golf Pro Travel Team. Benefit from the best rates in the market. Receive a five per cent commission on your booking. For an exploratory meeting at your club contact Ben Foster on 07471 034 852 or Darren Bragg 07471 952 102 or email firstname.lastname@example.org
Silverbug Silverbug are IT experts who do things a little differently. Other companies talk about what they can do – but we want to focus on the issue you’re facing, and then fix it. We 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.
Aphrodite Hills – Holiday Residences 25% discount on public rates with minimum stay of five nights (seven nights’ minimum stay during July and August). Valid for all apartments, junior villas and superior villa holiday bookings for 2018. Contact: email@example.com quoting: PGA Professional
Aphrodite Hills - Hotel 20% discount from package rates. aphroditehills.com Contact: reservations_mgr_AH@atlanticahotels.com quoting: PGA Professional
Pestana Vila Sol, Vilamoura, Algarve Luxury five-star resort, host venue for the Lombard Trophy grand final 15 per cent discount to Members and amateur participants in each regional final. Book direct through pestana.com/en/hotel/ pestana-vila-sol using promo code: 20516W0LX.
Antalya Golf Club and Sirene Hotel Attractive all-inclusive rates for you and your family. Contact firstname.lastname@example.org
Formby Hall Golf Resort and Spa Newly refurbished, 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
Exclusive, convenient and delivered to your door Members get monthly exclusive deals with Brakes they can’t get anywhere else. With online ordering, 24-hour delivery and easy to use templates, you can maximise your revenue and minimise your time by setting up a Brakes account today! brake.co.uk/pga
*Terms and conditions apply to all benefits. See website for details. *Voice Mobile Benefits – Benefits vary depending on tariff selected. **Apple – Annual purchase limits apply. Discounts are subject to availability. For the latest offers visit the Apple EPP store. ***Based on Data from Office of National Statistics. PGA Benefits is managed and run on behalf of The PGA by Parliament Hill Ltd of 3rd Floor, 127 Cheapside, London, EC2V 6BT who are authorised and regulated by the Financial Conduct Authority for non-investment insurance mediation under registration number 308448. Details can be checked on the Financial Services register by visiting the FCA’s web site at https://fca.org.uk/register. ****To qualify for these offers, you must bring proof of PGA membership to your appointment as proof of eligibility. Offer cannot be used for online purchases, direct-debit contact lens sales, lens surgery or in conjunction with any other marketing promotions. Offer can be used in conjunction with a second pair offer providing the total sale value is a minimum of £100 after discount.
The PGA Professional
| July 2018
S I T U A T I O N S Forrester Park Golf Club is a mature 18-hole Essex parkland course offering golf tuition and practice facilities, tennis, croquet and functions. We require a PGA year 2 or 3 or fully-qualified person to work alongside our Head Professional. The role involves: providing individual golf lessons, clinics and schools; new golfer development; running junior camps and clinics, junior and parent-child events; school Tri-Golf; help with BRS booking system; communication between members and staff; custom fitting; club re-gripping and repairs; participation in competitions. Please apply with CV by 20th July 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 17SitsVacOctROEHAMPTON.qxp_Layout 1 19/09/2017 14:54 Page 1 • Guidance around remuneration • Developing service level agreements / contracts • Mediation and ongoing support For more information contact Yvonne McPhillips on 01675 470 333 or at: email@example.com
Full-time PGA Assistant Professional required for retail and coaching duties at 5,000-member private club. • • • • •
Junior, group and individual coaching; Custom fitting and indoor simulator studio for winter coaching; Shop cover on a rota system with seven other PGA Professionals; Excellent remuneration and career package; Lunch provided plus free use of five-star gym facilities.
Please send your CV and covering letter to: firstname.lastname@example.org before July 30. Roehampton Club London
Part-time PGA Assistant Professional required for retail and coaching duties at 5,000-member private club. • • • • • • •
3 - 4 day week, 6 hours per day; Additional junior, group and individual coaching; Promotion and delivery of junior golf at club with 1,500 junior members; Custom fitting and indoor simulator studio for winter coaching; Shop cover on a rota system with seven other PGA Professionals; Excellent remuneration; Lunch provided plus free use of five-star gym facilities.
Please send your CV and covering letter to: email@example.com before July 30. Roehampton Club London
V A C A N T
PGA Golf Professional/Assistant Professional Education City Golf Club, Qatar A member of Qatar Foundation, Education City Golf Club is a landmark project for Qatar and the world of golf, offering a revolutionary and holistic approach to growing the game. The facility comprises of a range of short game formats, a state-of-the-art learning and practice facility an 18-hole championship course, 6-hole championship course and 9-hole par-3 course all designed by 2-time Major winner Jose Maria Olazabal. In line with the facility opening schedule of October 2018, an opportunity exists for an innovative and passionate female golf professional required to drive female golf participation within the state of Qatar. The desired candidate will have a passion for group and individual coaching, with an open mind to working with a diverse range of cultures. In addition to managing a full coaching diary, the candidate will work within the golf department to promote, organise and manage golf events, whilst engaging with a diverse membership base. An expatriate package is available to the right candidate with a commission structure for coaching incentive. The opportunity is open to all female PGA Professionals, or 1st-3rd year Assistant Professionals. Interested candidates should contact Rhys Beecher at: firstname.lastname@example.org by 14/07/2018. Visit qigolfclub.com Play Life Better
Chevin Golf Club, Derbyshire Qualified Professional required at busy, private members’ club. Shop has undergone major refit, as part of an exciting development to create an innovative retail and coaching facility; candidate will have access to an indoor coaching and fitting studio containing Trackman 4 and Quintic putting studio. Main roles and responsibilities include: • 25-30 operational hours • Undertaking day-to-day shop operations • Provide first class services and environment to members and visitors • Grow revenue through custom fitting, coaching and retail • Support the club in membership recruitment and retention, including juniors The successful candidate will need to demonstrate: • The ability to proactively drive tuition and fittings (fitting experience essential) • Willingness to learn • Commitment to their own professional development • Flexible approach to working at a busy, private members’ club • Ability to integrate with the current team ethos An exciting opportunity with excellent earning potential for the right candidate, in addition to a bespoke benefits package including: salary (for employed hours), bonus structure, coaching income, subsidised CPD and staff uniform. If you would like to discuss this further or view the facility, please make confidential enquiries in the first instance to Tim Stevens at email@example.com or 07725 238 253.
S I T U A T I O N S
V A C A N T
Retained PGA Professional Haydock Park Golf club is inviting applications from qualified PGA Professionals to join its progressive team. Situated very close to Junction 23 of the M6 Motorway the course is a James Braid design founded in 1877. The 18-hole parkland golf course provides a challenging but fair test of golf for players of all abilities. We are looking to retain a modern thinking self-employed PGA Professional to lead a team that will liaise closely with our Business Manager and Directors and position the service provided as a focal point of contact for Members and Visitors. Our ideal candidate will possess the following attributes/skills: •
To recruit, manage and lead a professional and efficient team to deliver the required services.
The competence to deliver an excellent retail experience.
Administer and support golf related services for members and visitors to provide an excellent customer experience.
Develop and deliver a modern customer focused sustainable coaching business.
Provide the highest standard of golf tuition to individual’s and groups including input into our ladies and junior strategies.
Embrace the latest technology to enhance all areas of the service provided to include tuition, custom fitting and repair services.
Use their ability as a PGA Professional to support the growth of income streams.
Develop processes to consistently deliver high levels of customer services.
Work within the local community to build relationships and business opportunities.
Identify future opportunities to enhance and develop Haydock Park as a venue and business of choice.
Be highly motivated, demonstrating a high level of administrative competency, professionalism and efficiency that align to the needs of the business.
Understand and fully comply with all legislative requirements associated with the delivery of the service.
To apply please forward an up-to-date CV with covering personal statement giving: details of why you would want the role; evidence of the above attributes/skills; your current position and notice period to: Email to firstname.lastname@example.org or post to Mr Cliff Anderson, Chairman, Haydock Park Golf Club, Golborne Park, Newton Lane, Newton Le Willows, Merseyside WA12 0HX. Closing Date for Applications 31st July, 2018.
E M P L O Y M E N T UK & IRELAND South Beds Golf Club, Bedfordshire
Training applicant/Registered PGA Assistant required to join our team at a busy members club. Role will include retail, custom fitting and coaching, with plenty of opportunity to play. Successful candidate must be committed to providing excellent customer service. Send CV/cover letter to Michael Davis at: email@example.com by 14 July. West Surrey Golf Club, Surrey
Exciting opportunity for motivated, personable training applicant or registered assistant to develop career at highly regarded, busy members’ club. Role involves 30hrs p/w shop, plus opportunity to develop own coaching portfolio and time to play. Send CV and application to firstname.lastname@example.org by 13 July.
O P P O R T U N I T I E S Bowood Hotel, Spa & Golf Resort, Wiltshire
Seeks an enthusiastic and motivated Senior PGA Professional at Bowood Hotel, Spa & Golf Resort. Successful candidate must be hardworking, reliable, and enthusiastic with strong focus on sales and providing excellent customer service. Please send your CV and covering letter to Director of Golf, Ben Emerson, email@example.com by 31 July. Crowlands Heath Golf Club, Essex
Proactive nearly or just qualified PGA Assistant required to focus on Junior Coaching. Custom fitting experience would also be beneficial. Shifts in Shop/Reception will be given with plenty of time to be focussed on building Junior and Schools coaching. Application letter/CV to be sent to firstname.lastname@example.org by 23 July.
Why use the PGA’s bespoke recruitment services? “The Business Relationship Officer (BRO) has been an incredible help and source of information and support. My new appointment is very much down to their help in preparing me for interview. I cannot recommend this service enough.” Sarah Walton The PGA Professional
| July 2018
E M P L O Y M E N T
O P P O R T U N I T I E S
Benton Hall Golf & Country Club, Essex
Dunham Forest Golf & Country Club, Cheshire
Part time Golf Sales Advisor, 30 hr role – evening and w/end work included. Looking for a hard-working, people-person with a passion for golf. Includes: achieving monthly sales target; calling visiting golfers; generating new golf leads; meet and greet golf days/visitors. Contact Bill Suggitt 01376 531900/email your CV email@example.com by 31 July.
An opportunity has arisen for a training/registered assistant at this prestigious private Members club. Full use of our first class facilities are available and encouraged for the right candidate. Must be hard working, punctual, enthusiastic, a team player, with a passion for a career in golf. Apply to firstname.lastname@example.org.
The Aviary Indoor Golf Ltd, S Manchester
Exciting opportunity for a PGA Professional; Cosby is one of the best courses in Leicestershire consisting of 18 holes of mature parkland golf and a 10-bay flood-lit driving range with teaching bay. The professional will deliver customer focussed programmes. If interested, forward a CV with covering letter to: email@example.com
Self-employed PGA Teaching Professionals required to join an exciting and very current indoor golf venue in the heart of South Manchester. Full use of simulator, indoor putting green and 3D technology. Great earning potential, existing client base preferred. Full and Part-time available. Send CV/cover letter to firstname.lastname@example.org by 28 July. Stonebridge Golf Club, Warwickshire
Stonebridge GC and Jason Powell Golf is looking for a PGA professional to further develop the coaching business at the club. Facilities include: 27 holes, 22 bay driving range, Trackman and Simulator studios and short game areas. Develop your coaching business within an established academy. Contact Jason Powell: email@example.com Leading Golf Retailer, Galway
Join Europe’s leading Golf retailer – Now looking for a Store Manager for their new golf store opening in Galway. Salary: €38,000. Responsibilities: Manage day-to-day running of the store; ensuring a high level of customer service is maintained; driving/monitoring KPI’s; train/develop the team. Contact: 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 Yvonne McPhillips on 01675 470 333 or at: email@example.com
Cosby Golf Club, Leicestershire
Wells Golf Club, Somerset
PGA Assistant/Trainee required – Enthusiastic professional required at 18-hole course with floodlit range and simulator. A knowledge of golf retail is beneficial. Great teaching potential through developing the women’s and junior sections. Please send a CV and covering letter to: firstname.lastname@example.org before 20 July 2018. Burford Golf Club, Oxfordshire
Fantastic opportunity to be part of strong expanding team, providing above-average pay with development in coaching, playing and club fitting with the best technology. Fabulous career potential for self-motivated, organised, positive assistant with the highest of standards and drive to succeed. Apply immediately to: email@example.com. Closing date: 30 July. P&M Golf Superstore, Ireland
P&M Golf Superstore seeks customer-focused, sales-driven PGA Professional. Opportunity to teach, custom fit and carry out club repairs. Ideal position for a PGA Trainee wishing to learn all aspects of the industry or a fully qualified PGA Professionals looking for a varied role. CV’s to firstname.lastname@example.org by 30th July. Mendip Spring Golf Club, Bristol
PGA Assistant / Trainee Required : Enthusiastic professional required at a busy 27-hole course with floodlit range and short game facilities. A knowledge of golf retail is beneficial. Superb teaching potential across two sites. Please send a CV and covering letter to Scott Thompson: Scott@platinumgolf.co.uk before 27th July 2018.
OVERSEAS Institute of Golf, New Zealand
Institute of Golf New Zealand is looking for PGA professionals to join the team that helped shape the career of former World #1, Lydia Ko. For more information, please email email@example.com or visit www.instituteofgolf.co.nz.
JOB SEEKERS Member PGA Belgium Professional with 28 years’ experience looking for a teaching position until end Oct 2018 with prospect for a 2019 full season, with accommodation provided. Languages: English and German. Areas preferred: East Belgium, Westphalia, Rhineland, Germany. Contact: Stuart firstname.lastname@example.org. 66
Official PGA Members' Magazine