Global Edition

PGA joins forces with RetailTribe in push to promote pros

1.53am 12th September 2013 - Management Topics

Ian James
Ian James

The PGA has signed an agreement with leading marketing group RetailTribe which is designed to raise the profile of its members in the wider golf industry.

It marks a significant development for the Association as it strives to highlight the important role played by PGA Professionals in creating flourishing and successful golf facilities.

Growing club memberships, bringing more people into the game and ensuring the long term prosperity of the sport are all challenges facing the sport and which PGA pros with their unique knowledge and insight are well placed to deliver.

Championing these wide-ranging skills will be an integral aim of the relationship but so too is a commitment to increase their skills set to make them even more indispensable to golf facilities.

Over recent years RetailTribe’s chief executive Ian James has been working with the PGA Training Academy on the concept of the rainmaker which is the idea of pros as being the prime generator of business at a golf club through their particular ability to engage and inspire golfers to play more golf, buy more equipment and take more lessons – all factors which can help lead clubs to profit.

Recent research has identified four target markets as critical to the health and wealth of the game and under the new agreement, pros will be encouraged to focus on these groups – they are the occasional golfer, avid golfer, lapsed golfer and new golfer.

The PGA and RetailTribe will provide all PGA Professionals with resources to effectively target these four key groups with the aim that they can be attracted to engage with the PGA Professional and their facility more often or for the first time, helping raise the level of activity at their sites and thus grow the financial return for all concerned.

The PGA’s joint chief operating officer and director of education and career development, Dr Kyle Phillpots, said: “As part of the Heart of Golf Project, we recognised the need to market the skills of PGA Professionals, and also to provide them with resources to support them in their roles.

“Having worked with RetailTribe for some time, we were also aware of their involvement with the PGAs of America, South Africa and New Zealand. Our relationship will bring benefits to PGA Professionals and reflects our aim to work with experts in a range of fields.”

James commented: “We have been very impressed with the vision of The PGA’s leadership. They are committed to the need for PGA Professionals to become ‘rainmakers’ for the golf industry, and this is exactly what we need.

“We look forward to working with The PGA, in creating a movement of PGA Professionals working to grow the game and influencing the revenues at their golf facilities.”

PGA Members attending the Golf Show at Harrogate from October 8-10 will be able to talk with Ian James and Alan Crossan from RetailTribe about the new resources that will be available.

In addition, PGA staff will be in attendance at Harrogate with information on the new look My Education section of the members area of where they will be able to obtain the free downloadable resources designed to put the PGA Professional at the heart of activity within their golf facility, as well as providing web links to other material.

A number of short sessions will also be hosted at the Queens Suite with the aim of giving greater detail about the free resources that all members can access over the coming year.

To register for one of these sessions contact the PGA Member Education Department on 01675 470333.

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