Out of bounds
Reporting from Munich
Numbers in Munich were down this year for Golf Europe, yet
many exhibitors were delighted with business over the three
days, so perhaps it was a show of quality over quantity.
Seasoned Munich visitor Paul Trow offers his reflections
W
ith Christmas and the New Year on the horizon, the golf annual show at Harrogate next October to all the PGA’s 6,000-plus
trade could be forgiven for chanting, ‘out with the old, in members is bound to accelerate that process.
with the new’ with more than its usual vigour. Harrogate, which also hosts the Foremost show during the same week, is
In truth, 2009 has been a damp squib. Given the sluggishness of 2007 far cheaper and accessible for British-based buyers and, thanks to the
and 2008, it was never going to be a fireworks display, but the banking excellent programme of seminars on offer, it is more relevant to a PGA pro’s
conflagrations of 12 months ago well and truly extinguished this year’s career development.
optimism before it had even begun to flicker. That said, quite a few companies who took the trouble to make the trip to
As has been my wont in recent times, I flew to Munich for the Golf Munich were happy with the outcome, including Asbri and Glenmuir, both
Europe show to gauge the mood and official Ryder Cup partners, club
buoyancy of the European golf industry, manufacturers MD Golf and Ben Sayers,
and I was pleasantly surprised by how and motorised trolley companies
upbeat everyone seemed to be. Motocaddy and Stewart Golf (who had
The exhibition returned to its original two of the most prominent stands
venue in the Munich Order Center – on display).
always a popular location and much Talking of which, many congratulations
easier for a medium-sized gathering to go to Stewart Golf MD, Mark Stewart,
navigate than the gargantuan New for being named young businessperson
Munich Trade Fair – and the show was of the year by his local newspaper in
moved forward to avoid a clash with the Gloucestershire. The whole of British
final weekend of Oktoberfest. industry, not just golf, needs more
The second part of that change was success stories like this to stimulate
supposed to deliver some relief from sky- confidence in the future.
high hotel prices, but this was largely Despite the negative financial climate,
negated by the strong euro. None the it’s important that innovation continues
less, many exhibitors who perhaps went Long socks rule: Golf Europe is where old golfing traditions are to be given a chance to flourish. Nine out
to Germany expecting a mainly reconfigured for the 21st century of every 10 business ideas may be
networking exercise, came away destined for failure, but there’s always
pleasantly surprised that they’d landed more orders than they’d dared one that proves a hit with the right degree of backing.
hope for.
However, for those of us inclined to draw longer-term conclusions from On a mission
the official post-show figures published by organisers Messe Munchen over One project I’m keeping my fingers crossed for is the recently-launched
the past few years, it seems the expansionist days of this superbly-organised GolfMission, which is a game of specific challenges played out on the course
event might be over, at least as far as the UK golf trade is concerned. alongside the usual Stableford or strokeplay formats.
In 2007, Golf Europe attracted more than 5,400 visitors and 297 At the start of the round each player receives a GolfMission card (there
exhibitors while last year the figures had dropped to 4,636 and 285. The are 14 in all) which demands certain tasks be completed (i.e.: no more than
corresponding figures this time were “close to 4,000” and 220. As declines six putts on the first three holes, hit three fairways on the front nine, etc).
go this would appear to be quite dramatic, in terms of figures at least – 15 Depending on individual handicaps, players need to complete between
percent year on year – in terms of visitors, and potentially terminal in terms three and six missions. The brainchild of former restaurateurs Geoff and Lin
of exhibitors – 23 per cent in just 12 months. Chapman, it is backed by leading sports psychologist Jamie Edwards and can
What these statistics hide is the fact that several big-name brands like be used to positive effect by teaching pros during playing rounds with their
TaylorMade-adidas, Nike, Cleveland-Srixon and Ecco did not take stands pupils. For more, see www.golf-mission.com.
because they already have permanent showrooms at the M,O,C, above the
exhibition floor where they could entertain their clients and other visitors. Single figures
This did not happen during the earlier years at the M,O,C, and the loss of Finally, another bright idea I have a soft spot for is TEEforeTWO, a social-
valuable exhibitor revenue along with the removal of visitors from the main networking scheme launched earlier this year to enable golfers of all ages
floor for long periods can only undermine the show’s overall sustainability. and abilities who happen to be single to meet each other at a series of
There has been a lot of talk that the show could well evolve into a largely events across the country. It’s the ideal forum to bring together people with
German affair with more of a focus on the growing markets of eastern a mutual love of playing golf and the organisers, Michael Rayment and Jane
Europe. Certainly, the dwindling number of exhibitors and visitors from the Rampton, are currently offering a “Winter Warmer” promotion. For more,
UK looks like an irreversible trend, and the decision by TGI to open their see www.teeforetwo.co.uk
20 SGB GOLF DECEMBER 2009/JANUARY 2010
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