We Are All in it Together Sharon Bayton PGA Business Relationship Officer – North Region

About BRO’s BRO’s in post since April 2014 Field based resource to help members of the PGA with the business of golf 3 in England, 1 in Scotland and 1 in Ireland Positions initiated to help PGA Members’ with the transition that golf is having to make in the light of increasing competition, and changing socio and economic conditions

Typical Club Issues Need / want new adult Members Want to develop a Junior Section Would like to attract local school children Want more green fees and corporate users Individuals want to play better golf Teams want better results Your Pro can help with all of this if you engage and involve him/her

PGA TRAINING & MEMBERSHIP

Training programme Safeguarding & Protecting Children & First Aid Certificates Playing Requirements A Criminal Records Check

Initial Programmes Foundation Degree in Professional Golf – Assistant Pro BA (Hons) in Applied Golf Management Studies – Student

‘The PGA Professional’

Membership categories Class A Class AA Tournament Professional (4 levels: TP1 –TP4) Honorary Member Inactive Member Retired Member Life Member Staff Member

PGA Membership Designations

Where does their expertise lie? Examples: Bringing more enjoyment to people’s leisure time Improving people’s golf through provision of coaching and custom fit Providing a premium retail outlet where expert advice & customer service is offered to all Using their playing ability to provide others with opportunities to enhance their own game Providing a source of rules knowledge and support in running events Setting up, running, managing, and promoting a business Examples: Bringing more enjoyment to people’s leisure time Improving people’s golf through provision of coaching and custom fit Providing a premium retail outlet where expert advice & customer service is offered to all Using their playing ability to provide others with opportunities to enhance their own game Providing a source of rules knowledge and support in running events Setting up, running, managing, and promoting a business

The PGA CPD Programme....designed first and foremost to help PGA Professionals deliver a high quality golfing experience for all PGA Seminars, Conferences PGA Online courses PGA Qualifications External events, qualifications, resources All relevant learning is accredited

The Challenge! The Right Pro, in the Right Place, at the Right Time.

In Summary Well trained KPMG identify GB Pros as the best trained in the world Highly skilled to help golf clubs Reference Document – PGA Role Descriptor on PGA website

Building Relationships Business Relationship Officers (BROs) Promoting the role of the PGA Pro Offering Support Offering Support Role of the BRO

My role objectives Ensure that each PGA member has a productive, proactive working relationship with their Golf Club (or employer/ deployer) Provide PGA members with a service that will impact on their day to day performance as a PGA Professional in the business of golf Establish individual performance needs analysis and action plans which promote the continual professional development of PGA Members Provide an advisory service for Golf Clubs for the effective recruitment or engagement of PGA Professionals Promote the skills and abilities of the PGA members as professionals in the business of golf

 Business Reviews: promoting your value as a PGA Pro, building membership, income generation, management structure  Building Relationships within the Golf Club: club structure & Pro’s involvement in, and communication with, the club  Contracts and HR: remuneration, contractual issues, increased hours/responsibilities, job security, legal advice, employment opportunities, recruitment, staff model, bullying, time management  Marketing and retail advice: business and marketing planning, new business advice, increasing revenue, promotional activity, vouchers, stock holding  Identification of targeted training courses and educational opportunities Predominant issues

Case Study Young Pro at small 9 hole facility First post after qualifying Meeting with BRO identified a lack of forward planning Action plan to deliver monthly events to drive activity and revenue Outcome – diary of events and associated marketing planned for 2014 season Pro busy, Members engaged RPRPRT

Case Study Head Pro – lacking confidence in the use of Social Media Two Assistants BRO encouraged Head Pro to delegate SM responsibilities to Assistants Both keen to get more involved in the business Win-win solution – generating interest in the club / Pro’s via Social Media

Case Study Renewal of contract Pro unhappy with several clauses BRO sat down with PRO and Club to discuss the clauses Helped Club and BRO see that issues could benefit them both Contract agreed Pay rise agreed Moving forward to develop membership

If you need our support… Look on the Website Contact your Regional Office Contact your Business Relationship Officer or Contact your Coach Development Officer Contact HQ Contact your Buying Group Contact someone!

ANY QUESTIONS?