The Professional Golfers’ Association today announces a partnership with One Golf Network in a new golf club marketing, golfer loyalty programme and tee time distribution company.
The main aim of the company – now known as PGA One Golf Network – is to better connect and engage with golfers. This summer will see the launch of two core products; GoPlayGolf.co.uk, a golf marketing and tee time distribution website, providing golf clubs with more control when selling tee times, including setting their own pricing, and The Golfer Card, a data registration system for all UK golfers, with the focus on assisting clubs in collecting the data of the estimated 1.5 million independent golfers.
PGA One Golf Network was formally launched at the start of the year by Jane Carter, who has worked in the golf industry for more than 30 years, with more than a decade working directly with golf clubs. Work to date has been in the development of technology – a tee time booking system and a digital data collection model – and a pilot test in golf clubs.
Jane Carter, Director of PGA One Golf Network is delighted to have such key industry support: “Having the investment and backing of the PGA is an enormous vote of confidence in the company. We couldn’t wish for a better partner. With more than 6000 Members working in golf clubs throughout Great Britain and Ireland, they are at the centre of driving participation.
“Whilst The PGA Professional is at the heart of the relationship with golfers, independents and members, PGA One Golf Network will provide the tools and support to help them play an active part in promoting the golf club, their own services and the game.”
The PGA is giving its backing to the company which it sees as a key foundation in helping the industry take better control of its relationships with golfers. By supporting PGA One Golf Network, it underlines The PGA’s commitment to facilitate a change in the industry and support PGA Members who play such a key role.
Robert Maxfield, Chief Executive of The PGA, said : “By partnering in projects such as PGA One Golf Network, we can assist our Members and the wider industry grow the game. The PGA Professionals have a vital role to play in supporting their golf clubs in a commercially driven marketplace where discounted tee times are becoming too dominant.
“Jane has enormous industry knowledge through working closely with golf clubs and PGA Professionals for many years. Golf clubs face some major challenges in relation to managing tee times and we believe PGA One Golf Network provides the solution.”
As the green fee market is evolving, golfers are more and more found online and mobile, increasing the importance of online tee time marketing. GoPlayGolf.co.uk will offer clubs the opportunity to control their pricing structure and build relationships directly with the customer.There are no barter tee times and the key focus is on convenience and added value. Tee time booking technology can be provided or it will work seamlessly with existing tee time booking systems.
The Golfer Card has been developed to meet the long over-due challenge of building a database of independent golfers in the UK. It is a seamless, GDPR compliant, one-time mobile registration system and loyalty programme. Golf clubs will no longer have to continuously collect email addresses and manage marketing preferences as The Golfer Card manages all the data for them. It offers a simple software installation for each club, so golfers can sign in using their smartphones. PGA Professionals at the point of sale will be educated to use the system, designed to free their time to serve their customers.
Industry support for PGA One Golf Network is growing and includes Wales Golf, who have been working with Jane since the inception of the company. Richard Dixon, Chief Executive of Wales Golf, said: “We are delighted the PGA is now a partner in PGA One Golf Network. PGA Professionals have enormous influence in the marketplace. There can be no better ambassadors to help us in our goal of supporting golf clubs and growing the game.”