FIELDREPORT - TGI GOLF
Jordan Spieth and Rickie Fowler – young iconic figures who wear recognisable sporting brands like Nike, Under Armour and Puma. This is the first time ever the world’s first and second-best golfers have been under 25.
“It is also great to see how accessible they are; when Rory was over for the PGA he was on Radio 2 with Chris Evans, on TV at night, he played in the pro-am and signed autographs. That does the game no end of good – as do things like One Direction’s Niall Horan caddying for him at the Masters. Golf is on the cusp of being fashionable again.” Reid also believes brands are making it easier for pros to take advantage of trending lines. “Take Nike. Nike stockists knew in December last year what Rory would be wearing at the Masters, US Open, Open and US PGA. It helps you order in products and lines you can advertise as what Rory is wearing.
“Brands in general are working harder to help not just with selling in, but with selling through – and at TGI we are working harder with the brands. We have retail consultants who work closely both with the guys in store and with the ASMs and brand marketing teams. It’s a three-way process. The wholesaler can also go direct to the consumer to drive him towards the retailer, so it should complete the circle.”
with a committee changing every few years and a captain every year, the pro is one of the few constants at the club. The pro has experience of how to run events, how to promote the club internally to the members, even on how the course is set up on certain days for certain visiting parties or competitions. Consequently, wise clubs are saying to the pro ‘you’ve been here for 15 years, why don’t you come on to the committee and help advise us and become part of the team that takes the club forward?’ Because of this sort of thinking, more pros are taking on roles as managers or directors of golf.”
Clubs have realised the value of a PGA pro “Five or six years ago we were hearing from three or four pros a month over issues they were having with their club in terms of salaries, renegotiating contracts or even closing down the shop,” Reid says. “That figure has dwindled. Clubs are increasingly seeing the pro as an investment rather than an expense. “Back then, clubs were seeking to cut costs, and getting rid of or reducing the pro’s retainer was one way of doing that. But during the summer, pros work 70-80 hours a week. Clubs realised that employing
someone to do that costs two or three times what it costs to pay a retainer to a self-employed golf pro.
“Clubs have also come to realise that,
To help take advantage of this positive picture, TGI Golf are trialing a new instore and digital communication database called TGI MultiCom. “It is basically a central resource of graphics, text and pricing our Partners can draw on,” Reid explains. “For example if you wanted to do a sale on a Callaway driver, you can go on the system and pull off the graphic for that driver and put it on your point-of-sale material. The text is all written for you; you just put your price on it and print it out. Or send it out with your newsletter, or social media, or on screens in store. It allows you to broadcast your deals on all the media you have to recognise these days.” Meanwhile the Partnership, 100% owned by shareholder retailers, continues a slow and steady rise, with numbers now at 470. “The big thing for us is that up until 10 years ago we were recognised as a golf buying group,” adds Reid. “Today we don’t even use that term any more. We are a golf retail services company; we provide a range of services the golf pro can plug into.
“Our buying terms are contracted best UK and Irish terms for our partners, but that’s just a part of it. We are also committed to ensure we use those terms in the best way they can by helping them sell better, market better, be better professionals, better business people – and there is a lot going on in golf today that can help all of us attain our goals.”
About TGI
TGI Golf is owned by its 470 member retailers. “Become a Partner and you become an equal shareholder in the company,” says managing director Eddie Reid. “That helps give reassurance we are acting in the best interests of the membership.” Benefits of membership are, according to Reid: • The ability to call on 32 years of experience • Access to business advisers to help you run your business • Prices based on group volume, which allows individuals to benefit • Shop insurance deals • Technological help, including secure website areas and the ability to communicate with fellow members
• Access to an annual supplier survey
tgigolf.com
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