The PGA has launched a new assessment framework that enables PGA Professionals to demonstrate their impact, achievements and value to employers, golfers and the wider industry.
Replacing the previous APAL system, PGA Excel has been completely overhauled, resulting in a much-improved pathway to progression through the Association’s membership framework that will reward PGA Professionals for their impact and achievements and inspire them to reach their potential.
Different membership designations are awarded through PGA Excel, enabling members to use these bands and the accompanying logos to market, promote and differentiate themselves from other PGA Members.
For employers and the wider golf industry, the membership bands achieved through the PGA Excel process are a vital way to identify and recruit individuals to specific roles, as well as being a stamp of approval and expertise.
The designations of Advanced, Fellow, Advanced Fellow and Master will apply to all three Member specialisms of PGA Professional, PGA Coach and PGA Manager, with the new PGA Excel brand representing a clear change of look, feel and direction from the previous APAL set-up.
In addition to the branding and naming changes, a number of other significant improvements have also been made, including:
- Eligibility criteria and self-assessment process – enabling Members to review the criteria for each level and assess themselves against these standards prior to applying.
- Online application and scalable operating model – entirely digital process with online application and submission process that can be saved and returned to.
- Specialist markers and new marking process – experienced markers recruited to judge applications in each Membership specialism, plus improved moderation for quality assurance.
- Feedback loop for applicants – recognising the need to provide specific and tangible feedback, and providing critique and resource to help with resubmissions.
- Communications plan to celebrate success – regular updates through PGA media channels to promote and help industry and golfers alike understand value of the awards.
Commenting on the launch of PGA Excel, Robert Maxfield, Chief Executive of The PGA, said: “Overhauling the previous APAL system has required significant time and investment given the complexity of building an assessment framework that effectively serves the needs of the entire Membership, wherever they are and whatever their role. Having created the vehicle for that, it’s vital for our Members to be able to use the branding associated with their designations to clearly demonstrate their expertise and value. This will be supported by consistent promotion to the industry to ensure that the designations are understood and appreciated by employers and deployers of PGA Members.”
Tristan Crew, Executive Director – Membership Services, added: “PGA Excel is a huge step in the right direction from the foundation that was built through APAL. It really will add value and also drive standards, which is absolutely paramount to the reputation of The PGA and its Members. The success of PGA Excel relies not just on the uptake among PGA Members, but also on the golf industry embracing it.”