Global Edition

PowerPlay Golf continues to spread its wings in the UK

9.01am 4th October 2011 - Corporate - This story was updated on Saturday, October 8th, 2011

On the heels of its star-studded global debut which featured world-class golfers, including McDowell, Poulter, Casey and Creamer, compete in a televised spectacle broadcast live in more than 30 countries, PowerPlay Golfcontinues to ride a wave of momentum, with golf clubs around the country signing up as Official Venues on a daily basis. This has led to the appointment of two new UK sales agents, who have been specifically bought on board to service this growing demand.

Originally from London and now living inGateshead, Tony Apicella has been appointed as the official Agent for PowerPlay Golf in the North East. Having worked in the voluntary and corporate sectors, including 10 years for the Golf Foundation he is well versed in the world of golf. An avid golfer, Tony has also caddied for a number of players on the European Seniors Tour.

Having immediately seen the potential for PowerPlay Golf to succeed at club level following the “Ignition” event at Celtic Manor, Apicella said; “Clubs are certainly enthusiastic to try something new in what are challenging times. As a short, exciting adaptation of the traditional game, PowerPlay Golf is perfectly placed to generate more frequent play from existing members, attract new visitors to golf clubs, and crucially to offer a satisfying new competitive golfing product for golf day bookers.”

Marking the rapid growth of the innovative 2-flag format around the country, Red Sun Consulting have also been signed-up to represent PowerPlay Golf in South West & South Wales. Originally from Scotland, company director, Shirley Lewis will assume responsibility for growing the PowerPlay brand in these regions. A keen 14-handicap golfer, she has held a number of varied positions, including time spent working within the UK Foreign Office.

Commenting on the appointments of Apicella and Red Sun Consulting, PowerPlay Golf’s International Development Manager, Stuart Armstrong said; “I am delighted that we have been able to secure the services of such experienced individuals as Tony and Shirley and look forward to working closely with them to build on the success that PowerPlay Golf has already achieved in such a short space of time.”

PowerPlay Golf® is a 9-hole version of the sport,in which golfers aim for one of two flags on the green – a standard White Flag and a tougher Black (or ‘PowerPlay’) Flag. With limited PowerPlays available and extra points scored for net birdie or better when on a PowerPlay, golfers face extra pressure and exciting risk-and-reward decisions on each tee.The format’s growing visibility continues to attract interest in clubs and courses that wish to become a PowerPlay Golf Official Venue. Each venue is listed on the PPG website and has marketing rights, with PPG representatives available for assistance and guidance.

Each PowerPlay Golf Official Venue receives the following equipment:

The appeal of being a PowerPlay Golf Official Venue includes being able to offer an authentic competition over nine holes, creating excitement while saving time.  Organisers hope that the combined marketing attack of high-visibility TV events with superstars and widespread grass roots activity will generate increased rounds, with one goal being to attract lapsed golfers who have left the sport due to time constraints.  Venues can use PPG to grow incremental green fee income by extending the tee sheet and offering 9-hole golf later in the day, and the format offers a new avenue for social, charitable and corporate golf business.

For golf clubs wishing to get involved in PowerPlay, simply call +44 (0) 1564 330684 or visit to register online as a PowerPlay Golf Venue. A PowerPlay Golf starter pack will arrive within a few days.

PowerPlay Golf North East: Tony Apicella

Tel: +44 (0) 7792 235184- Email:

PowerPlay Gol fSouth Wales: Shirley Lewis

Tel: +44 (0) 7704 104151 –

PowerPlay Golf Global: Jacqui Baldwin

Tel: +44 (0)1564 330684 – Email:

 /  /  /  / 

In related news... (GBN) is for the many thousands of people who work in the golf business all around the world.

We cover the full range of topics both on and off the course. We aim to supply essential information both quickly and accurately in a format which is easy to use. We are independent of all special interest groups.


Click here to sign up for our free twice weekly golf industry news summary

View the latest newsletter here