As has been my wont in recent times, I flew to Munich for the Golf Europe show to gauge the mood and buoyancy of the European golf industry, and I was pleasantly surprised by how upbeat everyone seemed to be.
The exhibition returned to its original venue in the Munich Order Center – always a popular location and much easier for a medium-sized gathering to navigate than the gargantuan New Munich Trade Fair – and the show was moved forward to avoid a clash with the final weekend of Oktoberfest.
The second part of that change was supposed to deliver some relief from sky-high hotel prices, but this was largely negated by the strong euro. None the less, many exhibitors who perhaps went to Germany expecting a mainly networking exercise, came away pleasantly surprised that they’d landed more orders than they’d dared hope for.
However, for those of us inclined to draw longer-term conclusions from the official post-show figures published by organisers Messe Munchen over the past few years, it seems the expansionist days of this superbly-organised event might be over, at least as far as the UK golf trade is concerned.
In 2007, Golf Europe attracted more than 5,400 visitors and 297 exhibitors while last year the figures had dropped to 4,636 and 285. The corresponding figures this time were “close to 4,000” and 220. As declines go this would appear to be quite dramatic, in terms of figures at least – 15 percent year on year – in terms of visitors, and potentially terminal in terms of exhibitors – 23 per cent in just 12 months.
What these statistics hide is the fact that several big-name brands like TaylorMade-adidas, Nike, Cleveland-Srixon and Ecco did not take stands because they already have permanent showrooms at the M,O,C, above the exhibition floor where they could entertain their clients and other visitors.
This did not happen during the earlier years at the M,O,C, and the loss of valuable exhibitor revenue along with the removal of visitors from the main floor for long periods can only undermine the show’s overall sustainability.
There has been a lot of talk that the show could well evolve into a largely German affair with more of a focus on the growing markets of eastern Europe. Certainly, the dwindling number of exhibitors and visitors from the UK looks like an irreversible trend, and the decision by TGI to open their annual show at Harrogate next October to all the PGA’s 6,000-plus members is bound to accelerate that process.
Harrogate, which also hosts the Foremost show during the same week, is far cheaper and accessible for British-based buyers and, thanks to the excellent programme of seminars on offer, it is more relevant to a PGA pro’s career development.
That said, quite a few companies who took the trouble to make the trip to Munich were happy with the outcome, including Asbri and Glenmuir, both official Ryder Cup partners, club manufacturers MD Golf and Ben Sayers, and motorised trolley companies Motocaddy and Stewart Golf (who had two of the most prominent stands on display).
Talking of which, many congratulations go to Stewart Golf MD, Mark Stewart, for being named young businessperson of the year by his local newspaper in Gloucestershire. The whole of British industry, not just golf, needs more success stories like this to stimulate confidence in the future.
Despite the negative financial climate, it’s important that innovation continues to be given a chance to flourish. Nine out of every 10 business ideas may be destined for failure, but there’s always one that proves a hit with the right degree of backing.
On a mission
One project I’m keeping my fingers crossed for is the recently-launched GolfMission, which is a game of specific challenges played out on the course alongside the usual Stableford or strokeplay formats.
At the start of the round each player receives a GolfMission card (there are 14 in all) which demands certain tasks be completed (i.e.: no more than six putts on the first three holes, hit three fairways on the front nine, etc). Depending on individual handicaps, players need to complete between three and six missions. The brainchild of former restaurateurs Geoff and Lin Chapman, it is backed by leading sports psychologist Jamie Edwards and can be used to positive effect by teaching pros during playing rounds with their pupils. For more, see www.golf-mission.com.
Single figures
Finally, another bright idea I have a soft spot for is TEEforeTWO, a social-networking scheme launched earlier this year to enable golfers of all ages and abilities who happen to be single to meet each other at a series of events across the country. It’s the ideal forum to bring together people with a mutual love of playing golf and the organisers, Michael Rayment and Jane Rampton, are currently offering a “Winter Warmer” promotion. For more, see www.teeforetwo.co.uk
