The PGA - BGIA Growing Golf Conference

1. The role
of the PGA Professional
in growing golf
ROBERT MAXFIELD
PGA
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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 - ?
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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)
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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’
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Lodewijk Klootwijk, EGCOA Chief Exec & One Brand
JohnWeir, UKGCOA Board Member One Membership

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
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6. Our PGA Pro is…
• Honest
• Patient
• Trustworthy
• Professional
• Expert
• Knowledgeable
• Loyal
• Dedicated
• Service orientated
• Customer orientated
• Good teacher
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7. Delivering the
‘Coke moment’
THE „WHAT THEY ARE‟
• PGA Professionals who understand
the needs of golf and golfers
THE 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 often
DELIVERING
• More renewals More members
• More participation More rounds
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One Membership

8. The Rainmaker Principles
Inspire – Engage – Convert - Retain
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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
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One Brand
One Membership

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
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One Membership

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
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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?
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13. Thank you
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