Since I first started working with golf professionals in the early 1990s there has been one reoccurring comment; "the golf pro won't be here in 10 years time," but the reality is quite to the contrary.
Statistics from Sports Marketing Surveys show that the UK & Irish golf market, in terms of participants, hasn't grown over the past 10 years, yet the on-course professional is commanding more and more percentage share of that static market.
The first reason for this is that, as a small retailer, pros have identified key business differentiators that allow them to compete.
By being aware of how their competitors stock, price and market their products, the small independent retailer can position itself to offer a very personal and focussed service to the discerning golfer, who does not necessarily buy on price and accepts that quality of service, backed by expertise and qualification, is worth a small premium.
The progression by many brands to very technologically advanced products, supported by the need for detailed swing analysis, has helped, but ultimately it has been down to the individual pro to move with the times.
They've sought expert advice from bodies like the PGA, whose training programme has adapted to reflect modern needs, or from buying groups who specialise in retail and marketing solutions specifically for the golf market.
The off-course retailer has grown exponentially over the past 20 years, from high street sports chains to on-line, price driven retailers. Consumers have been bombarded with cut-price offers, but they do not provide what the PGA professional has in abundance - expertise.
Critically, the consumer has realised the importance of this, and it is this expertise that will see pros through this difficult economic climate.
Forward-thinking pros are cultivating strong relationships with suppliers and customers, and reaping the rewards.
That is why the PGA pro can continue to prosper and why the recurring statement - ‘the golf pro won't be here in 10 years time' - will never ring true.
