View from the top

Eddie Reid, TGI Golf's managing director, Sandy Jones, PGA chief executive, and Paul Hedges, Foremost CEO, the driving forces behind the Golf Show give their views on the state of the golf industry, the issues confronting it, and why October's show should not be missed.

How do you see the overall state of the golf industry?

Paul Hedges
Unfortunately because of the continued fall in golfers and rounds being played there is currently an oversupply in almost every area of golf. Unless numbers increase, which looks unlikely in the short term, there will be further casualties among clubs, suppliers and retailers alike.

Eddie Reid
Our industry has been in a 'scale down' mode for quite some time. As Paul says, we are over supplied in every category within our industry except the one which really matters, golfers! The industry will need to find a level of supply which meets demand. Any growth in the game will come slowly, so we will be faced with many trading challenges for the foreseeable future.

Sandy Jones
I concur with my colleagues on this one. There’s definitely an imbalance of supply over demand. Too many golf courses were built in the 1980s and there are not enough golfers to make them viable. In this respect the 2 for 1 deals haven’t helped. Would a car manufacturer get involved in this sort of scheme, for example?

Talking of manufacturers, it’s my view that some in the golf industry are over-producing. How do companies that produce four drivers a year expect people to be able to afford them? As well as being made more accessible, the game must become more affordable.
 
What do you view as the key issues facing PGA pros in 2015?

Paul Hedges
Given the difficult conditions for clubs with falling memberships and participation many understandably try to cut costs but those that don’t understand their key role may wrongly dispense with their PGA Professional. The PGA Professional is uniquely able to combine revenues from teaching, retailing and club services which offers the very best and most cost effective solution for them and their clubs. As PGA Professionals our job is to make sure the clubs fully appreciate that.

Eddie Reid
The main threats come from continued job sustainability issues and how golf clubs value the PGA pro’s role and contribution to the club. Loss or reduction of retainer and challenging retail conditions are also a threat.

The PGA pro needs to understand that if he/she does not become an indispensable part of the golf club community, the club may see them as a cost, rather than the asset we know they are. It is becoming increasingly difficult for pros to work in isolation from their clubs, they must work closer with the club in order to sustain and emphasise the importance of their role.

Sandy Jones
Again, I’m in accordance with Eddie and Paul on this. It’s essential from the twin perspectives of job security and growing the game that PGA pros make themselves key figures at their clubs. This means winning over two sets of people – club management or committees and the club’s members.

The former need to be convinced of the value a PGA pro can add to a club thanks to his or her wide range of skills. Similarly, the latter must be made aware of a PGA pro’s ability to help them improve their games. In doing this the member is not only likely to enjoy the game more but also play more frequently.


How can attendance at The Golf Show help PGA Professionals address/overcome issues?

Paul Hedges
Teaching, fitting and providing the right equipment encourages golfers to play more often, enjoy their game and of course ensures a healthy business. It is therefore essential that the PGA Professional is up to date with all new product developments, industry education and teaching techniques. The show offers the very best environment to view and compare products, learn from experts and share best practice with others

Eddie Reid
We all accept their are a number of issues facing the PGA pro in the current trading climate. To help address or overcome these issues the pro must be armed with the latest information on everything relating to his business and the game in general. That process can only take place by attending events like The Golf Show. Equipment, education, business and social interaction with other like-minded professionals can benefit not only your own acumen, but your understanding of the industry 'big picture'.

Sandy Jones
The mix of education and industry exhibitors makes the Golf Show the perfect vehicle for PGA Professionals to keep abreast of the latest trends and ideas. But they need to have an open mind to benefit from what the show has to offer. An open mind gives them the chance to listen. Good practice can become better practice by listening to people. Note I said good practice, not best practice. There is no such thing as best practice. The minute someone thinks best practice has been achieved is the minute they start to stand still.

What do you see as the strengths of The Golf Show?

Paul Hedges

More can be achieved in three days at the show to assist the PGA professional and his staff to support their club and their own business than throughout the rest of the year. Knowledge is everything and between viewing products, meetings with brands, the PGA educational seminars and the Teaching & Coaching Conference every aspect of the modern PGA Professional’s needs are addressed.

Eddie Reid
There is no other golf trade event in Europe where all the industry’s major brands exhibit. All the PGA educational seminars are free, CPD points are available for each one and for just walking through the doors. Harrogate is a central location for the UK and Ireland, there’s free parking, great socialising opportunities, world famous speakers at the T&CC…the list goes on. Personally, I believe the biggest strength the show offers is longevity and consistency. It now offers delegates a maturity that ensures they constantly get great value at the event.

Sandy Jones
The show brings three of the golf industry’s most influential organisations together. The involvement of TGI, Foremost and The PGA means a treasure trove of expertise has gone into putting the show together, especially when it comes to education. Add to that the participation of the industry’s major brands and the Golf Show is the most influential trade event in Europe. Above all, it’s a showcase for our members, the industry and our game.

Why is The Golf Show an event PGA pros cannot afford to miss?

Paul Hedges
In addition to the direct benefits provided within the show the ability to meet with fellow PGA Professionals and to share ideas and thoughts is an invaluable opportunity. Other than the show many PGA Professional only see their colleagues at playing events where it is just not possible to discuss and share ideas.

Eddie Reid
Paul has summed this up. In any other industry there is no need to sell the benefits of a trade event, it is a given that the industry will come together and find a united way to take it forward through shared interest. Golf needs that united front, and by turning up in vast numbers we can send a positive message to the whole industry.

Sandy Jones
As well as the show’s obvious attributes and selling points - the education and trade elements, the Golf Show  gives PGA Professionals the chance to network and swap ideas with their fellow members or pick the brains of industry experts. That can occur during the show or socially and, because of the isolated nature of a pro’s role, is something that doesn’t happen very often.  

This will be the fifth Golf Show – what has been the over-riding reaction of your members who have attended previous shows?

Paul Hedges
The vast majority of Foremost members who attend the show all say the same thing. I cannot understand why every member is not here. Time is precious to us all but those that attend are clear that the time they spend at the show each year delivers more return than almost anything else they do.

Eddie Reid
Around 70 per cent of the TGI Golf Partnership has attended every show so far, this more than any other comment sanctions the fact the vast majority of them think there is real value in attending the event. Every PGA Professional can benefit from attending, it should be a priority to attend each year.

Sandy Jones
The first Golf Show was held at a time when there was doom and gloom about the economy – both in the golf industry and world at large. Despite that, the mood at the show was positive and it’s been the same ever since.