Viewfromtheindustry “Sowing the seeds of success”
TGI Golf Partnership managing director Eddie Reid claims that technology, innovation and performance signal a positive outlook for 2013
O
ne of the things I love about the PGA Show in Orlando is the positive outlook of American professionals and retailers. They
have been facing the same challenging trading conditions that we have, yet there’s a spirit of optimism and proactivity that I wish I could bottle and bring back to the UK. It seems to be in our culture - and in the media - that
we dwell on the negative, obsessing about double and triple-dip recessions to the point where they can become self-fulfi lling prophecies. In our business, golf, it’s especially important to talk up our game – customers are coming to our courses and shops to enjoy themselves, after all. Despite the much-muttered clichés of ‘tough times’ in 2012, there are actually bright rays of light. Sales in TGI Golf Partners’ shops up until the end of November (the most recent results at the time of writing) were 9.4% up on average, year-on-year. Not bad for the second wettest year on record, which was also full of distractions such as the Olympics, Diamond Jubilee and football’s European Championships. (Taking the long view, isn’t it good that golf will be in the Olympics in 2016? Let’s talk about these events in a positive light.) Of course, June, July and August were challenging, but September, October and November were months of double-digit growth for most TGI Golf partners. Overall, most retailers were hit with a wet summer and were overstocked in the autumn, especially with apparel and footwear, but those who pre-empted the season were well positioned to optimise the closing months.
The year ahead We could do with some good weather. It’s the one thing you can’t plan for long-term, so here’s hoping for a bit of luck. What is making me feel positive is the wave of new
technology and innovation we are seeing from the big brands. There’s no doubt that TaylorMade has set the bar with some of its exciting products over the past two years, but Ping, Callaway and Nike are stepping up to the plate with some outstanding equipment line- ups in 2013. We need great technology and, most importantly,
great performance, because that’s what gets consumers excited and engaging with the green grass golf professional. We want the brands and products to be aspirational, to make a diff erence to the average golfer. We will see continued consolidation in 2013. There
Contact Richard Payne e:
richard.payne@
sportsmarketingsurveysinc.com
“Sales in TGI Golf Partners’ shops up
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MAN ON A MISSION: Eddie Reid, TGI Golf Partnership managing director
remains an oversupply of golf companies. Who would have thought a brand such as Adams Golf would have ended up being acquired by adidas? I suspect we will see more of the same in the coming year – that’s just a fact of business.
Golf clubs and courses face an even more challenging situation. Our PR adviser recently told me that during a seminar for more than 100 golf club managers, only three admitted to having a marketing plan for 2013. While that’s a disaster for the other 97 clubs, it’s also an opportunity for green grass professionals to get involved and demonstrate their value, whether they are receiving a retainer or not. While nothing can be done for some courses, a proactive professional should be positioning him or herself close to the club, off ering advice and expertise. We were told more than 10 years ago that the green
grass professional had no future. But there are plenty of on-course retailers out there, including our partners with a stake in TGI, who are performing very well. The golf industry should stop talking itself down.
until the end of November were 9.4% up on average, year-on-year”
t: + 44 (0) 1932 345 539
Instead, we should puff out our chests, roll up our sleeves and show what we are all about. Ultimately, you reap what you sow, and I feel we are sowing the seeds of success for 2013 and beyond.
www.tgigolf.com
www.sportsmarketingsurveysinc.com
| SGBGOLF
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