David Colclough, PGA National Training Academy spoke on the development of the training programmes available to the PGA professional these days.

With degrees up to Master level and the comprehensive programme of continuing professional development (CPD), PGA pros are acquiring a range of new skills of value in the market place, including equipment technology, sports science, business management and sports coaching. With a range of professional designations from professional to master professional it is essential that employers appreciate the variety of skills that PGA pros can bring to a business and ensure that they have the right pro, in the right place, at the right time.

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Richard Flint, EGU Development Officer spoke about the development of Golf Mark, Range Mark and EGU Golf Central and the increased funding coming into golf through the English Golf Partnership. Whilst acknowledging that golf still lagged behind other mass participation sports in attracting public funding this has risen from zero in 1997 to 4.5M in 2010. Golf ranges and clubs need to get accredited through the Golf Mark process to access funds but for an outlay of £300 can immediately access £900 of support and development funding over three years.

Nicholas Turner, owner and operator of Drayton Leisure Driving Range joined Richard to speak about how Range Mark had helped him develop his business. Nicholas was in no doubt that Rangemark had been a marketing, business and funding opportunity for his facility resulting in a higher local profile, increased usage, better marketing and increased funding. While the process, and extensive paperwork, may at first appear daunting the investment is well worthwhile.

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Tim Stansbury, owner of Visual Golf, a specialist video production & distribution company with over eight years experience in golf and travel, spoke about how short promotional films for golf venues and destinations can generate new enquiries, strengthen brand identity, develop product awareness and increase website traffic.

Tim echoed Stephen Lewis’ earlier observations about the huge increase in internet usage and the viewing figures of video online - 71% of the online adult population watched online video in 2009 (Forrester 2009). Online video encourages viewers to engage with a website and interact with a brand, which can influence buying decisions and has the advantage of being trackable – used properly it’s able to show detailed analytics and ROI and is one of the best mediums available to communicate, inform and inspire.

Tim concluded his presentation with some examples of videos of some of the prestigious courses and resorts he has done work for.

View Tim's presentation slides as a PDF