INFINITUM Lakes course has just hosted the DP World Tour’s ISPS Handa Championship. It is already known that the DP World Tour’s Final Stage Qualifying School will return from November 11-16 following a three-year absence due to the…
It will be a year in May that Keith Pickard joined The QHotels Collection as the Group Director of Golf, Leisure & Spa. That’s why I was wondering how he sees The QHotels Collection's situation and how they…
One year ago, no-one would have believed that Tiger Woods would play the Masters. Two years ago, no one would know the effect the Covid-19 pandemic would have taken on the club industry. Seven years ago, I didn't…
I think that’s a very important recognition of what Jim Croxton said at 2022 BTME. Namely: "....with golf participation and membership booming, the time has come for the leading bodies in the game to make a priority of…
During the pandemic, we experienced how much this health situation has mentally worn out us. Those golf clubs and resorts that invest in employee experience for them their employees' mental health has become an increasingly important topic. In…
The COVID-19 pandemic has changed just about everything, including golf club HR and talent management. People are reevaluating their work preferences. Unfortunately, not always the job/work in golf club comes out as a winner. Employee experience must be…
In the new digital era, competing for golfers and keeping the attention has become the $64,000 question for the golf clubs. We can already see a massive shift to digital consumption (e.g. mobile commerce, mobile apps, e-commerce). According…
The partnership between Golf Genius Software and BRS Golf by GolfNow has powered over 50,000 rounds in 2021. BRS Golf's and Golf Genius' joint product deliver a complete competition management solution. Based on customer feedback, the two companies’…
When I shared my golf club marketing trend predictions for 2021 a year ago, I wrote 2 main thoughts to consider: The coronavirus crisis is giving another push to digitalize our golf club operations by utilizing the latest,…
I was so glad that so many of you were interested in my 2021 golf club marketing trend predictions. Reading through these, I see that I was not very wrong. On the contrary! How did you see the…
Professor Catherine Johnson says "After lockdown was relaxed, it was streaming that retained its uplift, while time spent watching broadcast TV gradually declined back to normal levels. The Nielsen Total Audience Report (US) found video streaming increased from 19%…
It’s no big secret that I play golf in ECCO golf shoes. I have always been curious about how Ecco is able to gain a foothold in the international golf shoe market. That’s why I thought I’d ask…
Consumer behavior has changed radically in response to the COVID-19 lockdown. They became more price-sensitive/conscious than ever before. As a result, direct bookings are clawing their way back up hotels' distribution mix. Golf clubs must rethink how and…
My new interviewee, Andy McMahon is the new director of golf operations & padel club in Adare Manor. On this occasion, I thought about asking How Adare Manor is improving the customer experience & the employee experience, where…
As you may have noticed in recent years, I have tried to provide more insight into the French golf industry. I interviewed Olivier Denis-Massé (CMO, French Golf Federation - FFGOLF), Paul Armitage (former GM, Golf National), Pierre-André Uhlen,…
When I first heard about the promotion of Alastair Higgs (Europe Service Manager) and the appointment of Antonio Farina (Area Sales Manager: Italy, Turkey, Greece, and Cyprus), Rain Bird's corporate culture came to my mind unintentionally. As a…
The uncertainty of the COVID-19 pandemic had a huge impact on how rights holders sell sponsorship, brands make sponsorship investments, and how commercial partnerships are activated. In addition, advancing technology is changing the way how fans participate, engage…
I’m so glad we got to this big day when Les Bordes Golf Club's New Course (Gil Hanse design) is ready for playing. This is Gil Hanse's first golf course design project in continental Europe at the start…
It seems like we are over the hardest part of the COVID-19 pandemic. Of course, this does not necessarily mean that trade shows like Rheingolf will return to their original format or will not move towards holding them…
How many of you remember TaylorMade's iconic 300 series (300 Ti, 320 Ti, and 360 Ti) from 2001? As we desire a return to normalcy, nostalgia marketing will likely continue to enjoy a renaissance in 2021. Just think…