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The PGA - BGIA Growing Golf Conference

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  • CPD RESOURCES THAT ADD BENEFITBRING RESEARCH & IDEAS TO ATTENTION
  • GOLF CLUBSPLENTIFUL SUPPLY OF MEMBERS WAITING LISTSJOINING FEESAQUISITIONS – ROCK BOTTOM PRICES AND BIG DEBTPGA PROS LOSING JOBSHAVING RETAINERS REVIEWED AND TAKEN AWAY
  • IAN HAS WRITTEN ARTICLE IN MAGAZINE PROMOTED THE RAINMAKER PHILOSOPHYWHEN WE HEARD JOHN & LODEWIJK SPEAK AND THE MESSAGE FROM IAN ALOT OF SIMILARITIES – TOO MANY TO IGNORESUBSEQUENTLY THEY BOTH REALLY LIKE EACH OTHERS INFLUENCE ON THE SUBJECT OF STRENGTHENING THE POSITION OF THE PGA PRO
  • OFFER TO THE GOLFER
  • Tools to allow a golf club & PGA Pro to sit down and discuss a mutually beneficial way forwardTHE WORK WITH THE GOLF STAND PROJECT HAS HELPED ENORMOUSLY TO CANVAS OPINION ON THE RELEVANCE OF THEMONE OTHER DRIVER IS THE VIEW THAT ALL PGA PROS HAVE THE SAME SKILLSOR THE VIEW OF A GOLF CLUB WE RECENTLY VISITED - ROW
  • PGA

    1. 1. The roleof the PGA Professional in growing golf ROBERT MAXFIELD PGA One PGA One Brand One Membership
    2. 2. Golfing Climate • Falling Revenues /Rising costs • Cutting costs & staff • Course Closures / Acquisitions • Reduced Investment in product• No growth in participation• Dropping membership numbers• Less rounds being played 1980/90’s Early 2000’s 2008 2012 - ? One PGA One Brand One Membership
    3. 3. Background • “Golf Clubs need to proactively and effectively face up to the challenging economic climate to retain members or attract new golfers......Today, there is a need for joint efforts by industry stakeholders – arguably more so now than at any time in the past two decades.” (from ‘Golf Participation in Europe 2011’, KPMG, 2012)• “A closer working strategy between club and Pro will increase membership and maximise traffic for the Pro Shop.” (from ‘The Survey of Forward Thinking Golf Clubs’, A4G, 2011) One PGA One Brand One Membership
    4. 4. Golf Course Owners• A good PGA Professional is more important to the golf club than ever before in driving revenue• The PGA Pro is a significant influence on the business success of any club, primarily due to ‘touch points’ One PGA Lodewijk Klootwijk, EGCOA Chief Exec & One Brand JohnWeir, UKGCOA Board Member One Membership
    5. 5. The Next Step The PGA Professional should be a ‘Rainmaker’ – Ian James, Retail Tribe• Clubs & the Professional must embrace rainmaking – United in needing MORE golf• The Professional’s primary purpose: – Create more golf at the golf club – Improve golfers so that they enjoy their golf more One PGA One Brand One Membership
    6. 6. Our PGA Pro is…• Honest• Patient• Trustworthy• Professional• Expert• Knowledgeable• Loyal• Dedicated• Service orientated• Customer orientated• Good teacher One PGA One Brand One Membership
    7. 7. Delivering the ‘Coke moment’THE „WHAT THEY ARE‟• PGA Professionals who understand the needs of golf and golfersTHE WHAT THEY DO• Improve performance• Increase the number of opportunities for golfers to get tuition• Inspire golfers to want to use the club facilities more oftenDELIVERING• More renewals More members• More participation More rounds One PGA One Brand One Membership
    8. 8. The Rainmaker PrinciplesInspire – Engage – Convert - Retain One PGA One Brand One Membership
    9. 9. A Change of Focus Traditional• Stock and manage a retail shop with at least 4 of the major brands• Provide a coaching service to members & visitors• Provide competition support• Ensure members can enjoy an exclusive golf service Activity One PGA One Brand One Membership
    10. 10. A Change of Focus Benefit led• Improve the performance of 20% of the membership• Deliver a performance centre that conducts personal assessments on 40% of the membership• Implement an academy that improves through coaching/ instruction/ guidance over 100 golfers• Ensure that all golfers that purchase equipment receive a personal fitting solution that improves their handicap Value One PGA One Brand One Membership
    11. 11. PGA Resources• PGA website• Role descriptors – 6 roles – Strategic, Operational, Marketing, Customer Service, Financial, People Management• A guide to understanding the structure of PGA Membership & PGA Member Education One PGA One Brand One Membership
    12. 12. Right Pro, Right Place, Right Time• What competencies do you require of a PGA Pro(s)?• What type of facility do you have?• What are your key business drivers? One PGA One Brand One Membership
    13. 13. Thank you One PGA One Brand One Membership

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