Global Edition

Golf & Leisure Marketing Start Work With JOLF

2.07pm 27th March 2015 - Growing the Game

GLMJOLFJOLF, the junior golf coaching programme, have commissioned Golf & Leisure Marketing to investigate strategies for growth within the UK golf market.

JOLF have teamed up with Golf & Leisure Marketing, headed by Matthew Orwin, to investigate strategies to expand their junior golf coaching scheme throughout the United Kingdom.

Established in 2012 by Neil Plimmer and Jonathan Shipstone, JOLF is a golf coaching programme for children between the ages of 5 and 11. With 15 clubs and 24 coaches already operating under the JOLF license, the innovative scheme helps children learn the movement, skills and strategies required to play golf as well as develop the mindset needed to become independent learners.

Golf & Leisure Marketing will be researching the junior coaching market in the UK, along with wider junior sports tuition programmes, with a view to developing a long-term growth strategy for the company.

Commenting on the appointment, Neil Plimmer of JOLF says, “We’re delighted to be using the services of Golf & Leisure Marketing to help us define a pathway to grow the JOLF brand. Our initial meetings with them gave us great confidence in their knowledge and abilities to undertake a thorough research of the junior sports coaching market and from those findings devise an ambitious yet achievable long-term plan for the business.”

Matthew Orwin, Principle Consultant at Golf & Leisure Marketing, is equally enthused by the project. “One of the things I really like about JOLF is the understanding that it makes no sense whatsoever to bombard young children with golfing technical jargon when they first start. Neil, along with his business partner Jonathan Shipstone, have developed JOLF with games led learning at the forefront. Children learn to play golf through play activities and games, with support and help from skilled and experienced coaches.

Golf & Leisure Marketing is keen to learn from children participation within other sports. Matthew continues, “In terms of business strategy, I believe there are some examples of junior sports coaching already enjoying significant success – albeit not in the sport of golf. If we can replicate the best bits from these we could make a real impact on participation at grass roots level.”

Golf & Leisure Marketing –


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