Just as Manchester United were making it to 19, Golf Europe was failing to [I see what you are saying here Duncan, but please can you try to avoid reference to the success of Man U in future features? Thanks. Ed]. Announced back in May, the cancellation of the 19th Golf Europe trade show left something of a vacuum for retailers and suppliers alike.
The burgeoning Harrogate Golf Show might fill the space to a degree. Staged from October 25-27, the event will be co-hosted by rival buying groups TGI Golf and Foremost, plus the PGA. This will be the second time this unlikely alliance has staged the show, following three years of Foremost/TGI back-to-back events. According to TGI Golf’s managing director Eddie Reid, the success of Harrogate 2010 bodes well for the growth of the event.
“More than 1,000 green-grass retailers attended,” he starts. “This meant the exhibitors could display their products to a large number of the right type of retailer, right at the core of their business.
“In recent times it has become harder for suppliers to justify flying around Europe and investing in umpteen trade events; but I believe this kind of exposure has reassured them in terms of whether they should invest in coming to the 2011 show. That’s enabled us to create an environment where this year retailers can come along and see all the top brands in one place. From a retailer’s perspective there’s nowhere else as a one-stop shop to see them all.”
As for the liaison with chief buying rivals Foremost, Reid is pragmatic. “It was a question of looking at the bigger picture to benefit the industry. Exhibitors had to shell out for two shows, so it made sense to create a saving for them.
“We understand we will have commercial views that are different. But we’ve managed to respect those differences. Neither TGI nor Foremost uses the week as a recruitment drive. We just want to wave a white flag and benefit our partner suppliers and encourage our members and PGA pros to come along to the show, see the ranges, do some buying, take in some education and enjoy the experience for what it is.”
As well as the vibrant après-show Harrogate can provide. “It’s important,” says Reid. “We are in the last bastion of the relationship business.” The success of the show is bolstered by PGA’s presence that, argues Reid, lends weight and credibility. A series of keynote speakers give the week an educational dimension and allows PGA pros to pick up points towards personal development.
In many respects, the range of speakers reflects Reid’s own views on how green-grass retailers need to be evolving their businesses. The likes of putting expert Paul Hurrion and TrackMan creator Fredrik Tuxen are at the cutting edge of the technological advances being made in the game; elsewhere other events – such as seminars on the director of golf qualification through the PGA - will be available.
Embracing technology
“It has been a tough time for the green-grass retailer,” Reid reflects. “There has been a lot of learning they’ve had to do, and a lot to accept. From the challenges of high street retailers to the internet, life as we once knew it has gone; from now on it’s going to be a constant evolution of your business; and the best way to survive and prosper will be to embrace that change and take it forward.
“The pro has to reinvent himself to make his business strong; the more successful of the current breed have adopted technology, and gone big into areas like custom fit. As for the director of golf qualification, admittedly not everyone will see their future this way, but I believe this kind of qualification is critically important as it helps the pro understand the issues the club can struggle with. That enables him to be more valuable to a club – it’s a great way to move forward.”
Indeed, technology is playing an increasingly vibrant role in TGI Golf’s own efforts to serve the 400 or so retailer members that own the company. In June TGI appointed Gareth Tannatt Nash as technical marketing coordinator to streamline and strengthen its many digital platforms, so boosting communication and business between member retailers and suppliers. Meanwhile Reid recently urged TGI members to make better use of the stock control advantages of the Electronic Point of Sale technology currently available.
“We realise that as we evolve there will be more reliance on technological solutions,” explains Reid. “We had outsourced this, but the time was right to bring it in-house.”
Reid admits to a range of ideas for the new digital services. “We already have an internal commerce site for our members, where they can order close-out deals or directly order business aids. But we will be taking that to new levels through a new, secure area of the website.
“We see ourselves as a business-to-business company, so our role is to work hard with retailer and supplier to make things beneficial to both parties. Technology will help us achieve that.”
TGI Golf is also investigating the opportunities for improved communication and interaction within new social media networks, and will be monitoring the Facebook site and Twitter feed recently set up for the 2011 Harrogate Show.
The show marks a decade at TGI Golf for Eddie Reid; and despite the current tough economic conditions, he sees much grounds for optimism. “You know, when I first started there was a lot of gloom,” he recalls. “People were saying ‘In 10 years’ time there won’t be any pros.’ But over the last five years we have continued to grow. Retail margins have grown. Even this year, in the darkest days of recession, our first six-month figures have shown we are up 14% on sell-in and 12% on sell-out. More than 35% of our members’ sales are hardware, broadly the same as it was ten years ago.
“I think the challenge from the internet in terms of price has diminished somewhat, as internet retailers have cleaned up their act and the terms laid down by companies are more transparent and level for everyone than perhaps they were in the past. Eight years ago the difference in the price of a premium driver was maybe £100; now it’s more like £20.
“I’m not saying it isn’t tough out there, but it’s become evident over the past few years that while the on-course pro doesn’t share the same peaks when business booms, neither does he share the same troughs when the climate is poor. The vast majority of our members have a core business in their club memberships; if they can use technology to keep their business evolving and use educational opportunities to stay at the forefront of their sport, there is plenty of scope for success.”
• You can register for the 2011 Golf Show via the official website – www.golftradeshow.co.uk. For further information log on to The Golf Show 2011 Facebook page, follow it on Twitter – www.twitter.com/thegolfshow2011
For TGI Golf, visit www.tgigolf.com
Wrapped in Tartan
Tartan Golf International – or TGI Golf as it became in 2004 – is 100% owned by its 400 member retailers. “Become a member and you become an equal shareholder in the company,” says managing director Eddie Reid. “That gives a degree of comfort that we are acting in the best interests of the membership.”
Benefits of membership are, according to Reid:
• The ability to call on 28 years of experience
• Access to business advisers to help you run your business
• Prices based on group volume, which allows individuals to benefit
• Shop insurance deals
• Technological help, including secure website areas and the ability to communicate with fellow members
• Access to an annual supplier survey
“Above all,” says Reid, “membership gives you the feeling of being part of something that’s relevant, representative and moving forward.”
