PGA Regional Members’ Meetings: Key updates and strategic developments

28/01/2025

PGA Chief Executive Robert Maxfield and his senior team concluded their regional tour in January, providing Members with vital updates on the Association’s activities, objectives, and ongoing projects during the annual Regional Members’ Meetings. For those unable to attend, here are some of the key highlights.

Membership

Supporting and understanding Members remains a top priority. Tristan Crew, PGA Executive Director – Member Services, stressed the importance of the 2024 Member Survey. With over 1,400 responses so far, representing a 20% completion rate, broader participation is essential to ensure the Association’s resources and communication are tailored to Members’ needs.

“To make informed decisions and represent our Members optimally, we need closer to 100% participation. It’s massively important,” said Crew, adding that targeted outreach will continue to encourage responses while avoiding duplicate communication to those who have already participated.

An exciting development for 2025 is the launch of the PGA Shop, supported by PGA Partner, Asbri. This non-profit initiative will offer PGA-branded merchandise, including items such as umbrellas and headcovers, to celebrate the Association and its Members. Members will also have the opportunity to suggest additional products to expand the range.

The PGA Shop is designed to allow Members to showcase their affiliation as Professionals, Coaches, Managers, or Trainees, further enhancing their connection to the Association and promoting the brand.

A new recruitment platform is under development to streamline job searches for Members. This platform will feature customisable preferences for roles and locations, alongside an open jobs board for broader visibility. Exclusive Member-only details will ensure the platform delivers maximum value to those Members seeking new opportunities within the industry.

Significant changes are being introduced to the regional committee structure to address longstanding issues of access, diversity, sustainability, and inclusivity. Currently, only county representatives serve on regional committees, limiting participation to those focused on county or tournament-related matters.

Under the proposed changes, regional committees will retain their structure but gain autonomy to select new Members based on skills and attributes rather than county representataion. When vacancies arise, committees will open applications across the region, ensuring broader participation and representation.

To maintain county input on tournament-related matters, a separate tournament forum will be established. This forum will include county chairs and representatives from Ireland, Scotland and the WPGA, providing a dedicated platform for discussing tournament organisation, sponsorship, and management.

“This will help us get a feel for what the Membership needs and get feedback from the ground,” explained Crew. “We want to understand what we need to do to support Members better.

Richard Barker, PGA Executive Director – Business Support, outlined the progress of the Association’s five-year tournament strategy. The two main objectives remain clear: establish a financially stable tournament business and address the decline in participation.

A shift in commercial strategy prioritises year-round sponsorships over single-event deals. Brands like Silverhand Wines and TopTracer have already partnered under this model, offering financial support and validating the new approach.

Members can also play an active role through the Member Referral Incentive Commission. As Barker explained, “If you introduce a partner that invests in your region, we’ll be transparent about where that money goes. Plus, you’ll earn commission every year for the length of their partnership.” This initiative strengthens the tournament framework and ensures Members benefit directly from their contributions.

The commercial department’s efforts are further reflected in two major partnerships: Q Hotels, which will host PGA tournaments as a Tournament Partner, and Callaway, which has made a long-term investment as a Principal National Tournament Partner. Additionally, Titleist has committed a six-figure investment through 2028, and Nestlé has joined as a principal partner.

PGA Play continues to achieve remarkable results, with 12,000 enquiries submitted in 2024 alone, contributing to a total of 24,000 since its launch. The website has also attracted 300,000 users and searches, connecting Members with thousands of beginners and potential golfers.

Looking ahead, plans for 2025 include creating a more personalised experience for Members when receiving communications and visiting the PGA website. A new website, combined with insights from the Member Survey, will offer tailored information based on Member categories, designations, and roles.

“Currently, everybody receives the same email or has broadly the same online experience,” said Barker. “It’s critical we provide a more personalised experience, ensuring the information is relevant to you.”

Each regional meeting concluded with engaging sessions led by industry leaders, including Q&A discussions and hands-on activities. Many presenters, proud PGA Members themselves, generously volunteered their time to share invaluable expertise and provide additional support to their fellow Members.

We extend our heartfelt gratitude to these dedicated individuals for their insights and contributions, which were incredibly well-received.

If you’re interested in participating in future regional meetings or other events, please contact Joe Kelly, Head of Member Support, at joe.kelly@pga.org.uk.

For those who couldn't attend, full video presentations from the meetings are available here.