Damon Allard: My career as a PGA Professional overseas

What attracted you to working overseas in the first instance?

After the relaunch at Goodwood, I found myself thinking ‘What comes next?’ I had poured my heart and soul into the job with not much time to build any significant personal relationships outside of work and was looking for a new challenge. So, I reached out to my circle of contacts to start the process.

Iain McInally, who at the time was general manager at Monte Rei Golf & Country Club in Portugal, mentioned he had seen a job advertised for a sports manager onboard a luxury cruise ship called The World. It's the largest privately-owned residential yacht in the world - more like a private home or exclusive country club than most people’s idea of a cruise ship – with just 165 luxury suites. Three weeks later I found myself onboard, sitting in small cabin, with the ship docked in Bordeaux and thinking ‘what have I got myself into?’

The World completely changed the course of my professional and personal life. My first interaction with the resident owners was as a court jester for medieval cabaret night, dressed in tights and swinging a balloon on a stick! The ship had an indoor swing studio, putting and chipping greens and a driving range, while during my six years at sea, I arranged 360 golf outings in 70 countries across six continents, working alongside a crew of 35 different nationalities. From the jungles of Borneo to the polar regionals of the Arctic’s Northwest Passage, I witnessed the original bungee jumpers of Pentecost Island and visited the birthplace of Jesus Christ in Bethlehem. We were also fortunate to play some of the world’s most iconic and exclusive golf courses, from Sandy Lane in Barbados to Cape Kidnappers in New Zealand, and from Loch Lomond in Scotland to Harbour Town Golf Links in Hilton Head. All unforgettable experiences.

How did you hear about the role at NBC Sports Next and what was the interview process?

Having met my wife onboard the ship – she was a crew member from Seattle – we decided to buy property there. I spent a couple of great seasons working at Washington National Golf Club and then, early in 2019, I applied via Indeed.com for the Customer Success Manager role with EZLinks Golf, the online tee inventory business, interviewing remotely with CMS Directors over Microsoft Teams. EZLinks was acquired by NBC Sports Group, which owns GolfNow, in 2020 and subsequently became part of the new NBC Sports Next, the technology and innovation subdivision of NBC Sports. I transitioned to my current position as part of the acquisition.

What qualities/experience do you think got you the job?

Golf operations knowledge has been very helpful, but by no means essential. CSM’s come from all walks of life, but as far as the qualities that are required to succeed, I’d list being persistent, collaborative, courteous, respectful and professional as being useful attributes.

What does a typical working day involve and how are you finding the role?

My daily focus is to help golf course partners to grow their business and help them save time. I work remotely, structuring tasks and assignments within our Customer Relationship Management platform. These can be anything from demonstrating our industry-leading, cloud-based golf course management technology G1, to a deep dive into how the GolfNow platform helps golfers and golf courses better connect via the largest online tee time marketplace in the world.

I communicate via phone, text, Teams chat, video conferencing and screen recordings. I really enjoy the diversity of the role. There is always something new to discover. The company culture is outstanding. The training, resources and attitude are impressive.

What are the most challenging parts of your job?

This would depend upon your perspective, as I tend to see a challenge more as an opportunity. My golf course partners are in five US states plus the Canadian provinces of British Columbia and Alberta. Each course partner is unique, with different goals and marketplaces. My opportunity is to determine their specific needs and apply the best product and strategy to meet and exceed those needs.

And the most rewarding?

I really enjoy the job, the people and process. I don’t sit there on Monday morning longing for the weekend. I know from personal experience as an operator that many courses have tee times unsold daily without the means or time to promote them beyond the local area. We provide the exposure to turn that unsold green fee liability into a bankable asset. Its hugely rewarding to make a positive contribution to the revenue growth and operational efficiencies of our partners.

Working in the golf industry is hugely rewarding and has made a positive impact on my life on many levels. The game helped me navigate bereavement and contributed the mental wellness of many thousands of golfers throughout the global pandemic as being one of the few sports allowable as we came out of lockdown. It would have been unlikely for me to have met my wife and now enjoy my two boys if I hadn’t been involved in the PGA and the golf industry.

How easy was it settle into your new life in the US?

Prepare to be noticed once you start talking! If you’re walking down the street, in a store or any public place, an English accent generally draws a bit of attention. At first it was a little intimidating, but I’ve adjusted and now and see my difference as an advantage. In the remote CSM role you need something to stand out from the crowd to be remembered. It’s as great ice breaker and relationship builder.

Otherwise, consider your healthcare options carefully for out-of-packet expenses and be prepared to file your annual tax returns. Driving can still be challenging especially in high traffic cities. There’s nothing quite like a last-minute maneuver to avoid entering a freeway via the off ramp to get the heart pumping while navigation is screaming at you to make a U-turn!

Where do you see your career developing from here?

I heard a great analogy recently, which is a reflection of my career choices. Career development can be like navigating a climbing wall. It doesn’t have to be in a straight line. There is an unlimited combination of moves to get towards your goal. NBC Sports Next is a subdivision of NBC Sports and home to all NBC Universal digital applications in sports and technology: Youth & Recreational Sports; Golf; and Betting, Gaming & Emerging Media. The opportunity for career growth is substantial with excellent internal resources and support available.

Have you had any mentors during your career or people who you have been able to lean on for advice? If so, who and what have you learned from them?

I would have to give a shout out to the launch team at The Wisley – Bill Reid, Wayne Johnson, Ron Commans and Fleming Maas. Like a first serious relationship, your first trainee position is a memorable one. As young guy from a small town in Surrey, I knew nothing of the world. Collectively, they opened my eyes to the standards required to operate an upscale international members’ club. My main takeaway from that role is that great customer service is getting to know your customers’ preferences in detail and anticipating their needs before they ask.
Iain McInally, a colleague at The Wisley, led by example, with tremendous professionalism and attention to detail. I will always be grateful to him for mentioning the ship. Mark Vickery, a colleague at Golf At Goodwood, is among the great leaders who show they care about the team as individuals, building loyalty and a willingness to go the extra mile. And finally, Bob Gagne, who became a father figure to me onboard ship advising me on navigating life as we sailed around the world. Bob is my greatest advocate.

What advice would you pass on to other PGA Members who may be interested in working abroad and the US in particular?

If you feel like the timing is right, then go for it. The US is full of opportunities and optimism – great people and experiences are just around the corner.