An update from PGA Chief Executive Robert Maxfield

PGA Chief Executive, Robert Maxfield, provides a summary of the recent 2022 Regional Member Meetings.

“The early part of February saw a number of Regional Member Meeting hosted across the UK and Ireland and once again these days spent with regional teams and you the Members proved an invaluable opportunity to report back on our progress during the year, and share our plans and vision for the future.

“Here I’d like to give you just a snapshot of what was delivered by Executive Directors Tristan Crew, Dr Paul Wiseman and Richard Barker in core areas of Membership, Education, Commercial and Communications.

Member Services

“Supporting you, our Members, is a vital part of what we do and over the last year we’ve delivered more than 4,000 contacts from Members needing help with everything from contracts, retainers and employment to mental health, recruitment and retail issues. Our dedicated team of Regional Managers and Business Relationship Officers is always on hand and we are looking at a number of new methods to make getting in touch easier than ever. If you do need help please do contact us. Member Services also work closely with clubs and facilities, and by having an influence there we are better able to affect and improve your working environments. The provision of tournaments is the biggest Member service we offer and as you’ll see from elsewhere in the magazine, we’ve really upped our game in terms of addressing regional disparity and increasing prize funds by 34% from 2021. The new Open Series is a very welcome addition, as is the increased support for the WPGA.

Trainee and Member Education

“Post-pandemic we’re delighted that the upsurge in golf participation is reflected in an increase in sign-ups to the training programme in both 2020 and 2021. This is very encouraging and will hopefully be maintained as we prepare to launch the 2022 campaign. As we come out of Covid restrictions we’ve adapted the way the courses are delivered, with more online seminars, plus making the residential aspect optional, which gives students the freedom to make decisions based on their individual circumstances. This flexibility on all aspects of the courses is vital in a competitive market. For Members, the introduction of PGA Learn has been an unqualified success, turning around some of the outdated concepts that had resulted in low participation. Now Members are accessing more content than ever and doing so on their terms. If you haven’t already done so, I’d encourage you to explore the platform and take greater control of your CPD. We will soon be unveiling an App and new content formats that will make it even easier.

Commercial & Communications

“Helping Members to understand why we have a commercial strategy is something that we’ve not really done before so I’m delighted that it was so clearly explained. The bottom line is that we are attempting to create a virtuous circle that generates revenue and delivers a win-win for The PGA, our Members and our Partners. This commercial framework is primarily in the form of partnerships, branded property and brand licensing. With the support and engagement of PGA Members we will be able to provide a higher return on investment to our Partners, which then enables us to command a higher premium from them. This revenue is then demonstrably invested back into core projects like Find a Golf Lesson.

“Find a Golf Lesson got off to a great start with 100k visits to the site by golfers looking for lessons, and we look forward to further expanding this vital initiative to help us to promote Member expertise to the golfing public, promote the training academy, grow the game and extend our influence in golf.

“So that’s just a snapshot of what was said, but these sessions are as much about listening as talking, and we are certainly paying attention to what’s coming back the other way. If you weren’t able to attend and have any points to raise please do get in touch. Finally, apologies to Members in the West region, whose meeting was unfortunately cancelled. This has been reschedule for 17th March, 2022 at The Kendleshire Golf Club."

CLICK HERE to register for the West Region Members Meeting on 17th March, 2022.

Click on the video below to watch the 2022 International Members' Meeting. 

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