Getting British golf Putting colour and Top tips on how to P03 back in the swing P05 style on the greens P12 improve your game

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FUTURE OF GOLF

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Distributed in Overview

Publishing Manager Will Brookes Managing Editor Peter Archer Production Manager Natalia Rosek Commissioning Editor Edwin Smith Design, Infographics & Illustration The Design Surgery www.thedesignsurgery.co.uk Contributors

NICK BAYLY

Golf editor of Square Mile magazine, he has edited trade and consumer titles including Golf Club Management and Golf News.

COLIN CALLANDER GETTING GOLF BACK Former editor of Golf Monthly, he now works as a freelance golf writer for titles including Global Golf Post, National Club Golfer and Theopen.com. INTO THE SWING ROBIN BARWICK Image: Getty Rickie Fowler of the US shakes hands with Europe's Rory McIlroy during the 2014 : golf has been hitting the headlines, but Editor of Arnold Palmer’s Guide to the Ryder Cup and Arnold needs to attract new audiences Palmer’s Guide to the Majors, and contributing editor of golf and lifestyle title Kingdom Magazine, he is a regular Golf as enjoyed by the well-heeled is in good shape, The ruling body of golf through- play a less time-consuming round of contributor to Golf Monthly and Golf Retailing. but overall public participation has faded. Edwin Smith out the world, except in the United six holes, rather than the traditional DAN MATTHEWS States and Mexico, the Royal & An- nine or eighteen. looks at ways of correcting the dip in popularity cient’s recent – and long-overdue – He also mentions the TaylorMa- Journalist and author of The New Rules of Business, he vote to admit female members is a de initiative, Hack Golf, which sees writes for newspapers, magazines and websites on a wide step in the right direction, as is the beginners aim for holes that meas- range of business and sports issues. effort that clothing companies have ure 15 inches in diameter, as op- made to try to modernise players’ posed to the regulation 4¼ inches. EDWIN SMITH wardrobes. But there are still signif- Mark King, chief executive of the Writer and editor, he has contributed to The Guardian, n the summer of 1996, to an increasing number of golfers. icant barriers to entry for would-be equipment manufacturer, says this The Independent, The Independent on Sunday, The a prodigiously talented And even a tiny slice of a 1.4-billion golfers. is “meant to take away the intimi- Sunday Telegraph, London Evening Standard, City AM and I 20-year-old by the name population, “can still amount to a dation factor” and make the sport TIME, COST AND IMAGE Private Eye. of turned pro and, decent-sized number”. more accessible. at a stroke, promised to usher in a As a result, “there are people who According to Richard Flint, de- And more creative solutions are TIM SOUTHWELL new era that would democratise his look at China as the next frontier and velopment manager at England beginning to be put on the table. Multi-award-winning journalist and publisher, he co-founded sport and take it to a younger, wider some in the golf industry are hinging Golf, the three main ones are “time, Bubba Watson, one of the most loaded magazine in the early-1990s and founded GolfPunk audience in the process. The stage their hopes on China as far as the fu- cost and perception”. Mr Flint says colourful characters on the PGA magazine in 2004. was set for a glorious revolution. ture of the game is concerned”. that the inclusion of golf in the 2016 Tour, partnered with his clothing But now, 18 years later, golf – not Between 2005 and 2010, the Olympics, for the first time since sponsor Oakley to design a golf unlike Tiger – finds itself at some- number of golf courses in China tri- 1904, is “a very positive thing”, but buggy-cum-hovercraft. A video of thing of a crossroads. Whereas the pled (to 600) – a dramatic growth he is more interested in what indi- Watson driving the vehicle over man has suffered poor form, injury spurt by any standards, but par- vidual clubs can do to attract and bunkers and through water hazards and reputational setbacks, the game ticularly in light of legislation that retain players. has more than 8.5 million hits on is losing players in its traditional makes it technically illegal to build heartlands and is still struggling to new courses. It is, Mr Washburn There is benefit to be had from offering shake off the stuffy, old-fashioned says, a symptom of the country’s image that has managed to cling complicated relationship with a pas- different types of memberships, inventive to it, thanks to a well-meaning, but time that Chairman Mao banned, la- pricing models and encouraging people to stubborn, old guard. belling it a “sport for millionaires”. Fortunately, the state of play in Even so, China looks set to play an play a less time-consuming round of six holes established golf nations, such as the increasingly important role in golf’s UK and the United States, doesn’t future on a global scale. Although player numbers have YouTube. The idea generated posi- tell the full story. While participa- That theory was lent added declined across all demographics in tive publicity for a public course in Although this publication is funded through advertising and tion in golf has dropped by 15 per weight by the recent £135-million England each year for the last ten Ohio, which ordered two of the craft. sponsorship, all editorial is without bias and sponsored features are clearly labelled. For an upcoming schedule, partnership cent in England between 2006 and acquisition of Wentworth by the years, he says that England Golf fig- Of course, hovercraft golf buggies inquiries or feedback, please call +44 (0)20 3428 5230 or 2013, and by around 20 per cent in Beijing-based Reignwood Group. ures show 21 per cent of clubs man- are not the answer for every local e-mail [email protected] the States in the last decade, trends But then, the top end of the mar- aged to increase their membership golf club, but the idea does exem- Raconteur Media is a leading European publisher of special in some other parts of the world are ket is in comparatively rude health. numbers last year. plify the kind of thinking that could interest content and research. It covers a wide range of topics, beginning to travel in the opposite The locations, equipment and ex- “The two big things that [these improve golf’s image, attract more including business, finance, sustainability, lifestyle and the arts. direction. periences on offer to golfers with a clubs] focused on were friendliness players and secure the long-term Its special reports are exclusively published within The Times, The Sunday Times and The Week. www.raconteur.net In China “golf is still enjoyed by, little money to spend continue to and flexibility,” says Mr Flint. So future of a magical game. statistically, 0 per cent of the popu- improve all over the world. In time, customer-service training is im- The information contained in this publication has been obtained lation”, says Dan Washburn, author though, the effect of a sustained portant, but there is also benefit to from sources the Proprietors believe to be correct. However, no legal liability can be accepted for any errors. No part of this of The Forbidden Game: Golf and the slowdown in the number of new be had from offering different types publication may be reproduced without the prior consent of the Chinese Dream. But, he adds, the players coming to the game could of memberships, inventive pricing Publisher.© Raconteur Media world’s newest super power is home be felt further up the food chain. models and encouraging people to GOLF ONLINE 1 RACONTEUR.NET 30/09/14 i /COMPANY/RACONTEUR-MEDIA P04 EDITION #0279 f /RACONTEUR.NET t @RACONTEUR

Business DOWN TO Whether networking on the links, BUSINESS sponsoring a player or even a tournament, golf is a great game for marketing, writes WITH GOLF Dan Matthews

Adding to the tension (and the money), games are screened on Sky Sports and draw large television au- diences, principally due to the dark thrill of seeing mid-handicap golf- ers sweating under championship pressures. For the tournament’s inventor, William Hunt, the benefits are just about endless. The golf clothing and equipment company retains con- trol of the tournament and charges 1,000 players entrance fees of £265 each. Simple maths there. Sponsor- ships add to the value of the event and venues pay for essential costs, such as staffing and hosting. A professional tailor by trade, Mr Hunt provides apparel for the golf- ers, including the trilby hats they all wear to play, as part of the fee and mines valuable data from the 10,000 applicants the competition receives each year. This makes it very profit- able indeed. Kings Hill Golf Club itself has a corporate partnership with Jaguar Land Rover. As part of the deal, dis- play cars are parked at the club and the site is used as a showroom for new models, directly marketing the vehicles to their ideal customers. “It is a good brand for us and we German champion ver since the game was er calculates that he has made $1.3 morale, connect with partners and golfer Martin Kaymer “Sponsorship should never be are a good brand for them. The part- invented half a millenni- billion during his career so far. chime seamlessly with other, more works with SAP about tickets and advertising. If it nership has been fruitful for JLR E on developing golf um ago, golf has enjoyed a But golf fans offer riches too; direct, marketing channels such as technology was, we could do that and not worry and we are making good use of the fruitful partnership with commerce. brands targeting ABC1 audiences social media. about being a sponsor,” says Steve brand association,” says Mr Halsey. The structure of the game, designed could scarcely find a better channel “Our vision for golf is to create Wilkinson, managing partner, mar- But what of the classic corporate for between two and four people to to connect with them. According to a credible and unique story that kets at EY. “We chose the Ryder Cup golf event? Four hours of hooking play together, and its unhurried Chris Burton, vice president of glob- demonstrates the power of SAP to convey our work in building a and slicing with business partners pace makes it the perfect environ- al sponsorships at SAP, the sport technology and how it can trans- better working world. Part of that is followed by networking, partying ment for a bit of informal “biz dev”. has the highest proportion of fans form the way golf is consumed about delivering exceptional service and, occasionally, the same thing Over the years, golf’s relationship classed as business decision-mak- from player performance, on course to our clients and it’s achieved by get- again the next day? Will Hewitt, with business has matured, becom- ers sprinkled among its 80 million analysis and ultimately fan engage- ting diverse talent to work together.” director of golf, spa and leisure at ing more entrenched and creative as disciples. ment,” says Mr Burton, whose em- Air Energi, a global workforce Celtic Manor, Newport, Wales, says seasons pass. Along with Formula The most direct way brands con- ployer sponsors German golf cham- provider for the oil and gas indus- the appeal remains strong, although 1, it is pound-for-pound one of the nect is to sponsor a big tournament, pion Martin Kaymer. try, has sponsored British golfer the recession has changed its format most monied sports in the world. but this “massive outlay, massive SAP tracks and manages spon- Jamie Donaldson, also part of the in some cases. Tournament winners are instant return” model suits only a few ad- sorship return on investment based Ryder Cup team, since 2010 to help “People place a premium on their millionaires and the richest young vertisers – the sort that can stump on leads, opportunities and deals promote its brand globally. Graeme time out of the office and focus a lit- golfers, like the richest young racing up for a two-minute TV infomer- closed, but it also works with Kay- Lewis, its group commercial direc- tle more on return for their time drivers, can reasonably anticipate cial right before the Super Bowl – mer on developing its technology tor, says sponsorship gives it “a bit of invested. Many days have reduced dollar-billionairedom by the time so clever marketers have devised a to enhance the sport for players and personality that piques the interest in size to ensure a better ratio and they retire. spectrum of ways to piggyback golf’s viewers globally. of clients and job candidates alike”. more attention lavished on those Despite a drop in form, failure mighty appeal. It’s a similar story for account- who attend,” he says. BEYOND SPONSORSHIP to win a major tournament since ing giant EY, which sponsors 2014 “We have experienced great PAIRING UP WITH PLAYERS 2008 and the loss of several valua- Ryder Cup captain Paul McGinley. For those looking beyond sponsor- success with shorter fun experi- ble endorsements, Tiger Woods is Player sponsorships and am- As part of the sponsorship package, ship, there is no finer template than ences, such as adventure mini golf, estimated by Forbes to have made ateur tournaments are two ways McGinley met with senior execu- the William Hunt Trilby Tour, ac- group tuition at our golf academy, $61.2 million last year. He is sixth brands have achieved penetration. tives at EY and client businesses to cording to Glen Halsey, general man- snag golf and our golf simulator, on its list of top-paid sports people But they have also concentrated explore leadership and team-build- ager of Kings Hill Golf Club in West which can make a great bolt-on to in 2014 and, despite a costly divorce, hard on sweating these “assets”. ing principles. His journey was cap- Malling, Kent. The tournament is for meetings and events, and appeal to is said to have retained about $600 Rather than just pinning a logo on tured in six films and posted across amateur players, but offers high cash beginners.” million of his estate. Business Insid- a polo shirt, sponsorships drive social media. stakes under professional conditions. GOLF ONLINE: 1 RACONTEUR.NET WWW.RACONTEUR.NET/FUTURE-OF-GOLF i /COMPANY/RACONTEUR-MEDIA f /RACONTEUR.NET P05 t @RACONTEUR

Fashion PUTTING COLOUR AND STYLE ON THE GREENS

Golfers are getting a makeover as major sports brands introduce a new fashion look. Robin Barwick reports

t can be hard to take golf the golf market in 2006 and the com- Ifashion seriously when the pany’s success is indicative of sports sport’s most revered item giants moving in on the “auld” game. of clothing is a blazer that looks as Labels such as Puma, adidas and Nike if it has been stitched together from have become increasingly dominant Designers and a new breed of the green baize from a snooker table. in dressing golfers both on tour and golf professional That is not to decry the crafts- in the Sunday Stableford over the are reviving the game's previously manship of Hamilton Tailoring past 20 years. Golf’s diamond pat- stuffy relationship Company of Cincinnati, the com- terns and tartan trim – so often rid- with fashion pany that has produced the green iculed – have been succeeded by in- TRENDYGOLF, Photography. Steve Read. www.stevereadphoto.com jackets for Augusta National Golf fluences from other sports, featuring Club since the 1970s. Only Augus- blocks of bright colour, technical fab- ta members and winners of the US rics, slim-fitting cuts and slim-look- Masters – the first major of each ing stripes. golf season, held in April at the But while golf apparel has caught Georgia club – are presented with up in styling and performance, the the single-breasted, woolen green sport’s participation numbers are jacket, embellished with three brass falling behind. Sports Marketing buttons. But it is just that its emer- Surveys Inc. has reported that the ald-green colour – Pantone 342 – is number of people playing golf in the hardly next year’s black. UK has dropped to below 3.5 million To Masters devotees, however, for the first time in 15 years, to 3.36 which includes the vast majority of million this year. people with any interest in golf at CHAOS IS OPPORTUNITY all, the splendour of that green jack- et never dulls. This is the problem “We view what is happening in with golf, a sport of ancient history the industry right now as a tremen- and royal traditions, that while it dous opportunity for us,” says Cindy tries to look forward and modernise, Davis, president of Nike Golf. “We it is still perceived by some as being have a view at Nike that when there stuck in the past. is chaos, typically there is also op- Image: Getty “One of the best things about golf portunity. We think there is the op- “You should hear what he says are about. It starts with world-class is this fusion of fashionable trends portunity for leadership to change off-air. They are even funnier,” ad- performance, and then Rickie has a and popular culture, with iconic within the industry, if you bring the mits Fowler, who wears orange in style and swagger that is certainly components that hark right back to right innovation and deliver it to the recognition of Oklahoma State Uni- unique – it separates him from the the beginning of golf,” argues Bob consumer in an interesting way.” versity, where he played golf for two pack. Rickie is a perfect match for Philion, president and chief exec- Nike Golf dresses current world years before turning professional, what we want to be within the sport. utive of Cobra Puma Golf, one of number one Rory McIlroy from and where all sports teams proudly Tour players become the faces of the companies that is leading golf head to toe, as it has done with Tiger wear orange. brands and we are thrilled that Rick- fashion in the 21st century. “That Woods since the former world num- The thing about Fowler is that he ie has become the face of Puma Golf.” heritage adds to the options for us ber one turned professional in 1996. doesn’t look like a golfer. This 25 year The colour Fowler brings to tour- as a golfing brand. It’s great that golf Nike also dresses leading golfing old from southern California looks as naments is on both sides of the ropes, has those iconic elements.” women, such as American Michelle if he should be surfing in Malibu or as his fans dress in orange wherever Global sports giant Puma entered Wie and Denmark’s Suzann Petters- skateboarding in Santa Cruz, yet he he goes, and some kids take their en, while Puma’s bright colours are strides on to golf courses with out- mimicry so far as to wear stick-on modelled by US stars Rickie Fowler fits that are closely fitted, brightly moustaches. Golf’s diamond and Lexi Thompson. coloured and carefully co-ordinated, “I see room for optimism,” Mr Nearly 20 years ago, it was a mar- Image: Getty from his wide-brim caps to the spikes Philion concludes. “If you look at the patterns and keting masterstroke of Nike and on the soles of his shoes. past 20 years, golf is still in a good tartan trim Woods for the 14-time major winner “From day one we saw that golf has place, even if it is going through a to only wear red shirts for the final a high ‘shake-up’ factor because it is correction right now. There is an have been succeeded rounds of tournaments, and Puma a traditional sport and at times it can enormous group of consumers who by blocks of bright has refreshed this concept through get quite stale,” says Puma’s Mr Phil- are interested in the game and it is its own poster boy Fowler, who re- ion. “With the right guy – and Rickie up to us as an industry to engage colour, technical fabrics, serves bright orange for final rounds. Fowler is certainly one of them – you with them, and to make the game slim-fitting cuts and slim- A little unkindly, Irish commentator can cut through the clutter pretty more fun and more hip, and to adapt David Feherty has described Fowler quick and make a difference. to a modern lifstyle.” looking stripes as “a parking cone with hair”. “Rickie embodies everything we

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CommercialCommercial FeatureFeature Tee off for a world tour you will never forget Join an exclusive golfing world tour and play some of the finest courses on Earth in total luxury

Golf is a global game. As the British October 2015 stops in Italy, UAE, Empire spread around the world, tak- South Korea, Australia (Tasmania), ing with it the Scottish invention, the Hawaii, Mexico, Bermuda and France, sun never set on golf. Wherever the before returning to London. British settled, from Africa to India and The lucky 36 participants will be Hong Kong to Australia, golf thrived. treated to playing courses recognised But in the past few decades the among the best in the world, staying global game has taken on truly epic in legendary accommodation, delight- proportions. The challenge to build ing in the freshest regional cuisine, world-class courses, complemented experiencing iconic cultural opportu- by luxurious accommodation in the nities, and a shared camaraderie and most remote and beautiful places on passion for the game. Earth, has elevated the game’s pres- THE MID OCEAN CLUB, BERMUDA tige and established a new reason to travel – to play the best courses in As the World Tour begins its final the world. leg back to the UK across the At - These courses with extraordinary lantic, it stops off at The Mid Ocean pedigrees are, however, not geograph- Club on the small, picturesque island ically conveniently located. They nation of Bermuda – another memo- stretch from above the Arctic Circle to rable highlight, for both the golf and Patagonia; they are on remote islands the island’s laid-back lifestyle. or in the middle of deserts and at the Referred to as the father of modern base of mountain ranges. American golf architecture, Charles So in the great British tradition of Blair MacDonald, whose mentors in exploration, London-based Club Inc. the game included Old Tom Morris, has designed an exclusive World Tour when he was a student at St Andrews by private jet, partnered with Gama University, said of his visionary crea- Aviation, for 36 savvy and passionate tion in Bermuda: “Again I can assure golfers to travel in complete luxury my golfing friends, a more fascinat- and comfort to ten of the planet’s ing, more picturesque course than the most exceptional course locations, Mid Ocean, when completed, will not visiting five continents in the process. be found in a pilgrimage around the “Through our work with many of world. There is nothing commonplace the world’s finest clubs and resorts, about it.” and our industry partners, we know Indeed, since its inception in there is a great desire to travel to the 1921, the course and club have most remote and unusual courses the played host to the world’s most influ- globe has to offer. The question that ential politicians, wealthiest globetrot- arises the most is not how to finance ters, well-known international celebri- Participants will stay at the ionic outstanding cuisine and libations. Be hance our image as ‘the place’ the the journeys, but how to find the time. ties and professional athletes. Rosewood Tucker’s Point®, offering sure and try the refreshing national world comes to stay and play.” With The Club Inc. World Tour we have An avid golfer, US President the best of British-style hospitality cocktail, the Dark ’n Stormy, made From the opening night five-star re- made travelling the world and playing Dwight D. Eisenhower chose the set- with a relaxed island feel. with local Gosling’s rum (Bermuda’s ception in London to the closing night fantastic golf in complete luxury as ting for two important summits with Mid Ocean is only the start of the oldest commercial enterprise), ginger fete in Paris, participants will be treat- convenient as possible,” says Niall Fla- British Prime Ministers Sir Winston challenging golf found in Bermuda. beer and a splash of lime. ed to an extraordinary once-in-a-life- nagan, managing director of Club Inc. Churchill and Harold MacMillan in This year’s Grand Slam, featuring With its pink-sand beaches, Ber- time experience, one that can never “When travelling long-haul across 1953 and 1957 respectively. And world number one Rory McIlroy, Bub- muda-length shorts and knee socks be duplicated. However, the memo- many time zones, jet lag on most the prestigious PGA of America ba Watson, Martin Kaymer and Jim as business attire, pastel- coloured, ries and friendships, forged through commercial flights is always an is- Grand Slam of Golf took place here Furyk, will take place from October colonial-inspired architecture, motor the love and lure of the worldwide sue, even in first class. With partner in 2007 and 2008. 14 to 15 at the Port Royal Golf Club. scooters and a passion for enjoying game, will linger for a lifetime. Gama Aviation, the 36 passengers Other courses on the island include the good life, Bermuda’s tourist indus- on the World Tour will arrive at each Tucker’s Point, Riddell’s Bay, Belmont try is thriving. destination as refreshed and relaxed Hills, Turtle Hill and Ocean View. “With our temperate year-round cli- The Club Inc. World Tour, partnered as possible as the specially config- With The Club Inc. World Bermuda enjoyed an econom- mate, Bermuda is a true sportsman’s with Gama Aviation, will take place ured Boeing 757 is designed to pro- ic boom during the Prohibition era paradise,” says Bill Hanbury, chief from October 1 to 25, 2015. For vide the ultimate in in-flight relaxa- Tour we have made playing in the United States. In fact, it has executive of the Bermuda Tourism more information or to reserve a tion and entertainment.” been said that the initiative for build- Authority. “In addition to world-class place on this extraordinary once- All the stops on the Tour have fantastic golf in complete luxury ing Mid Ocean, a world-class golf golf, we offer the finest venues for in-a-lifetime experience, contact been carefully selected and vetted venue, was for the wealthy business- all manner of water and land sports. [email protected] or not only for the quality of the cours- as convenient as possible men in north-east America to escape Combined with the quantity and va- telephone +44 (0) 1483 503 492 es, but the total ambience of the the harsh liquor laws. As in the past, riety of welcoming accommodation destination. The scheduled 25-day visitors to this island nation are met options, the inclusion of Bermuda on itinerary that begins in England next with world-renown hospitality in both The Club Inc. World Tour will only en- GOLF ONLINE 1 RACONTEUR.NET 30/09/14 i /COMPANY/RACONTEUR-MEDIA P08 EDITION #0279 f /RACONTEUR.NET t @RACONTEUR

Interview EXCLUSIVE BEAUTY IS GOLFERS’ PARADISE

It boasts Europe’s longest hole, a winery, historic chapel and castle, as well as executive accommodation. Edwin Smith travelled to Castiglion del Bosco near Siena in Tuscany to meet Massimo Ferragamo (pictured) who owns this exclusive new golf course

hen Massimo Ferragamo Massimo, reflecting on his mother’s acquire an estate of this size. “When ly catch glimpses of fairways and Wwent to America for the decision. “It gives you perspective.” I first saw it, it conquered me. I was greens. There’s little to suggest that first time, his mother insist- Today, however, the New York res- bowled over, even though it was to- an immaculate Tom Weiksopf-de- ed that they travel by boat – just as ident is enjoying a perspective of a tally rundown. It had all the ingredi- signed golf course, complete with his late father had done in 1915. Sal- different kind as we take in the view ents and so we embarked on getting the longest hole in Europe – the vatore Ferragamo went to the States from the clubhouse of the spectac- it back into shape,” he says. 685-yard 13th – is lurking beyond with only a few dollars in his pocket, ular golf course at his 5,000-acre Massimo has had some lessons the trademark Tuscan cypress trees. unable to speak English. But, by the Tuscan estate, Castiglion del Bosco. and hit a few balls, but even now This is because Massimo doesn’t late-1920s, he had begun to sell to the But unlike Italians and handmade isn’t a particularly zealous golfer. want Castiglion del Bosco to be a department stores Neiman Marcus shoes, Tuscany and golf are not a fa- It was the wise counsel of some golf resort per se, but instead has and Saks Fifth Avenue, establishing mous combination. For one thing, friends that convinced him to bring set out to create a place where golf the foundations of his eponymous the dry summers don’t easily lend the game to his Tuscan retreat – an- is one element of the whole experi- The course is shoe company and one of Italy’s most themselves to the demands of course other piece of advice that he is glad ence, sitting alongside a winery, and famous fashion exports. maintenance. On top of that, the re- he took. the hospitality offered by the twen- woven – rather Fast forward to 2014, and the gion’s unmistakable landscape is not It was “the biggest decision” that ty suites and three rooms in the re- business is publicly traded, with to be dug up and rearranged lightly, he faced in restoring and redevel- stored “borgo”, as well as ten villas recorded revenue of €659 million especially not on an estate that has oping the estate, but at the same dotted around the estate. than cut – into the last year and has 620 standalone Unesco World Heritage status. time a deliberate effort was made to The borgo – the closest English stores spread across the globe. In fact, Massimo says, when he “hide” the course, to prevent it from translation would be “hamlet” – Tuscan hillside and it Salvatore’s youngest son, now 57, bought the property in 2003, a golf dominating the property. Instead, also has a 14th-century chapel, is chairman of Ferragamo USA. course hadn’t featured in his plans, as you drive up the winding gravel complete with a recently restored “I thank her to this day,” says but then he had never intended to road for the first time, you mere- Pietro Lorenzetti fresco, and sits in is utterly pristine GOLF ONLINE: 1 RACONTEUR.NET WWW.RACONTEUR.NET/FUTURE-OF-GOLF i /COMPANY/RACONTEUR-MEDIA f /RACONTEUR.NET P09 t @RACONTEUR

Interview

the shadow of the ruined 12th-cen- tasteful Bond villain. The idea is that tury castle that gives the estate its wine club members can keep their name. This, coupled with the strict favourite wines in perfect condition rules that come with being a World on site and then have a bottle or two Heritage site – old buildings can be brought up to their villa or suite restored, but no new ones can be when they please. built – means that coming here is Elsewhere on the estate, there not unlike entering a time-warp. are also cooking classes, a peaceful Having Italian friends who always spa, an infinity pool with dramatic dress like attendees of Milan Fash- views of the Val d’Orcia valley, as ion Week, I had been expecting to well as hiking and biking trails, and feel under-dressed, especially at a fitness boot camp that takes place dinner in the smarter of the two res- in the surrounding woods. taurants. There are white linen table But those who do eventually cloths and the head waiter tells me manage to fit in a round of golf can that he hopes its modern interpre- expect to be rewarded for their ef- tation of traditional Tuscan dishes forts. The course is woven – rather will soon earn a Michelin star. But than cut – into the Tuscan hillside here, and throughout the estate, and it is utterly pristine. The only there is a distinct lack of stuffiness. traces of divots or pitch marks that This could be American influence – I see during my round are ones that around 40 per cent of guests come I make myself, although this has the from the United States – but the downside of inspiring pangs of guilt. place also manages to feel authen- What’s more, apart from a small tically Italian. army of green-keepers, the course is almost deserted. So there is no DESIGNER LUXURY stress when it comes to booking a The interiors of the suites and tee time and the chance of getting villas have been designed by Flor- stuck behind the group in front is entine designer Teresa Burgisser in vanishingly small. This is partly be- consultation with Massimo’s wife cause Castiglion del Bosco claims to Chiara. There is an emphasis on lux- be the only private golf course in the ury, which you would expect when whole of Italy. prices range from €510 a night for Elsewhere in the country, mem- a room in low season, up to €7,800 bership of one golf club allows a night for one of the secluded players to pay and play at any other private villas in high season. The course. But to play here, you either aesthetic isn’t ostentatious. Think have to be a guest or a member and, marble, stone, linen, homely soft as things stand, there are only 100 furnishing, with highlights in brass of those. and wine-coloured leather, quite different from the idea of “luxury” that pervades the gilded seven-star hotels of, say, Dubai. Golf On a tour of the vineyards given Fitness by Sabine, a charming polyglottal Page 10 Dane, it is explained that, as one of 250 wineries in the Montalcino appellation, Castiglion de Bosco is permitted to produce Brunello, The club is admitting more peo- the gold-tinged red made from the ple, and improving its locker room Sangiovese grape. However, being and dining facilities, but will cap in the right place is only the start. the total number of members at Brunello must also have an alcohol 350. This, coupled with the fees – content of at least 12.5 per cent and €45,000 to join and annual dues of be kept in a cellar for a minimum €3,500 – serves to maintain an air of five years. Within that time, the of exclusivity. “But it is not done wine must spend at least two years for any snobbish reason,” says in the barrel and four months in the Massimo. “If we opened it up for bottle. Brunello accounts for about everyone, our visitors would have 120,000 of the 220,000 bottles these to queue up. So we wanted to keep fertile slopes produce each year and the exclusiveness and the beauty of so there is room in the refurbished the place.” cellars for a lighter rosso, a punchy In keeping with the rest of the es- Prima Pietra, and a syrupy vin santo tate, there is a relaxed atmosphere, Occhio di Pernice. largely thanks to the pair of affable Tastings and tours are pitched at 20-something Scots who man the oenophiles with any level of wine clubhouse. When I finish my round, knowledge, but the truly commit- I get chatting to one of them about ted can pay €8,000 in order to join the people who play here. Obviously, the Millecento Wine Club and take he says, everyone has money, but it ownership of one of 200 temper- is often the very wealthiest people ature and humidity-controlled who are the most down to earth and lockers in a specially created cellar, laid back. along with €2,500-worth of wine A surprising observation maybe. and a range of member benefits. The But it does at least make sense that subterranean room is the setting for those people would feel at home occasional events and tastings. If here – a corner of Tuscany carefully the need should arise, it could also tailored to a particular, relaxed ver- double as the lair of a particularly sion of La Dolce Vita. GOLF ONLINE 1 RACONTEUR.NET 30/09/14 i /COMPANY/RACONTEUR-MEDIA P10 EDITION #0279 f /RACONTEUR.NET t @RACONTEUR

Fitness

FIT FOR PURPOSE win a major or the monthly medal, FOOD FOR THOUGHT What can amateur golfers learn from top professionals the pressures are, in many ways, the same. Winning the club champion- You have a tee time at 9am in the to improve their physical and mental fitness without ship could be one player’s lifetime club matchplay and you want to win. spending hours in the gym, hiring a psychologist or ambition, while for others only a So you wake up an hour beforehand, green jacket will do. rush out of the house, grab a coffee employing a sports nutritionist? Nick Bayly finds out “One of the simplest ways to and a bacon roll in the clubhouse, If you’ve got an important control tension is to learn how to hit a few practice putts, and then GOLFER'S match coming up, here’s breathe. It sounds very simple, as head to the first tee in expectation what you should be eating breathing is an automatic response, of certain victory. Only you end up and drinking in order to but it’s amazing how many golfers losing – and here’s why. MENU maintain the perfect hold their breath where they’re “A lot of people don’t make the hen Rory McIlroy wanted head speed increased significantly balance of energy and playing shots, which leads to a sig- link between performance and nu- Wto transform himself from with the regime and he was able hit alertness… nificant build-up of tension.” trition,” says Jane Griffin, consult- a into a the ball harder without losing his bal- To practise measured breathing, ant nutritionist to England Golf, professional athlete, he turned to a ance. He looks more stable through Dr Hemmings tells golfers to inhale which looks after England’s repre- physical conditioning scientist for impact and he’s getting more yardage BREAKFAST through the nose to the count of sentative teams. “If you really want help. At the end of 2010, the then with less effort.” four and exhale through the mouth to play your best golf, then it is es- 21 year old employed the services The on-going fitness programme Glass of water, plus muesli or porridge with to the count of seven. “Once mas- sential to understand that what you of Steve McGregor, a British-born continues to reap benefits, with the fresh or dried fruit and low-fat yoghurt; or ba- tered, it’s a very effective way of put in your body is going to affect fitness coach who was working with world number one having gained nana milkshake; or poached eggs on toast, with overcoming stress during pressure your performance. Premier League football champions 6lb of muscle this summer alone, a glass of fruit juice. situations – and your fellow golf- Manchester City. as he powered his way to two more ers won’t notice you’re doing it,” McGregor’s first move was to wire major titles. he adds. up McIlroy to a set of electrical sen- But while McIlroy spends up- MID-MORNING Dr Hemmings also encourages Women sors to measure muscle activation wards of six hours a week in the golfers to focus on processes as op- and Golf during his swing. The data revealed gum, a number of scientific studies Apple, fruit bar or a toasted bagel. posed to outcomes. “Rather than Page 14 a golfer with a strong right side (the have shown that just five minutes worrying about ‘what if I miss’, I tell muscles used in the backswing), but of golf-specific exercises, five times my players to focus on the mechan- a weaker left side (the downswing). a week, for five weeks, can improve LUNCH ics of the stroke. You’ll often hear This imbalance was limiting the driving distances by up to 25 per professionals referring to ‘playing “Professional golfers have to plan speed at which McIlroy could strike cent and reduce scores by up to four Sandwich (tuna, chicken, smoked salmon or in the present’ or ‘the now’ and this their meal times around their tee the ball at impact. shots. All of which means that even lean ham), cereal bar and a diluted isotonic/ stops them from dwelling on the times, as eating a heavy meal a few Using this information, McGre- amateur golfers can get effective hypotonic drink. past, or fast-forwarding to future minutes before they play will make gor put together a 90-minute daily results providing they are willing to outcomes. The only thing in their them feel sluggish, while skipping workout programme that includ- put in the effort, if not the time. control is the here and now,” he says. breakfast altogether may result in a ed arm and leg repetitions, bench dramatic loss of energy. MIND OVER MATTER MID-ROUND SNACK presses, dumbbell presses, wide- Just five minutes “While amateurs are often able to grip pull-ups, hanging leg raises, For professionals at the very top choose their tee times, they should and split squats that would add of the game, golf is a sport played Dried apricots, raisins, banana, nuts and of golf-specific come to the course with their own both power and poise. These exer- between the ears. Blessed with text- seeds, and water. exercises, five times a food and drink, rather than grabbing cises, combined with sprinting and book swings, who can cope best un- what’s available at the club. Take a swimming, developed all the major der pressure often determines who week, for five weeks, few sips of water or a low-sugar en- muscle groups used in McIlroy’s wins and loses on Sunday afternoon. DINNER ergy drink on every hole and snack swing, and within just six months Sports psychologist Dr Brian can improve driving on slow-release energy foods, such transformed the young man from Hemmings, who has worked with Lean grilled steak, fish or steamed chicken, distances by up to as bananas, nuts or blueberries. Little from an 11-stone many leading tour pros, includ- with boiled potatoes and steamed vegetables. and often is the mantra to maintain weakling into 12 stones of ripped ing Ross Fisher, Danny Willet and 25 per cent and energy and concentration levels, so muscle capable of launching the Chris Wood, and who wrote the reduce scores by up to forget the idea of three big meals a ball 350 yards with effortless ease. book Mental Toughness for Golf, day and think about having maybe As McGregor says: “Rory’s club- says: “Whether you’re playing to four shots four or five smaller meals.” GOLF ONLINE: 1 RACONTEUR.NET GOLF 1 RACONTEUR.NET WWW.RACONTEUR.NET/FUTURE-OF-GOLF /COMPANY/RACONTEUR-MEDIA i 30/09/14 i /COMPANY/RACONTEUR-MEDIA /RACONTEUR.NET P00 f EDITION #0000 f /RACONTEUR.NET P11 @RACONTEUR t t @RACONTEUR

CommercialCommercial FeatureFeature The summer of Rory McIlroy

In a largely forgettable summer his second major of the summer. Nike Golf report for the British sports fan, one man Three tournament wins in as many stood head and shoulders above starts and the media coverage con- a positive start to the rest. Rory McIlroy began his fi rmed that he was the darling of the golden run of form at the BMW PGA British sporting summer. A man born their 2015 scal Championship in May, the European for the biggest stage was delivering Tour’s fl agship event. the goods when it mattered most. Nike – the brand that supplies the Fit, strong and hungry for more year, driven by a 25 year old with his equipment and success, McIlroy is the very embod- has done since the start of 2013 – iment of the modern athletic golfer, new commercial invited McIlroy to open their Perfor- the modern golf athlete. mance Fitting Centre at Archerfi eld When Nike signed him to much fan- strategy and the Links in Scotland at the start of July. fare back in January last year, there There, in front of media and a selec- were whispers from detractors who exploits of an tion of handpicked guests, he talked said the equipment change would of continuing that good run of form hold him back. Those detractors are from Wentworth into the summer. few and far between now, and his per- athlete with the Many talk the talk, but few have the formances have given the golf indus- stride pattern to back it up. McIlroy try a welcome shot in the arm. world at his feet took the baton and ran. As hard and Recent reports suggest the sport as fast as he could towards glory. is in terminal decline, not helped by A maiden Open Championship title the oversupply of clubs in the retail at Hoylake two weeks after the event at market. Nike Golf believe their new Archerfi eld was followed by a World Golf commercial strategy will change that Championship victory in Akron, Ohio. and benefi t the consumer, while ele- And, in one of vating their brand in a fi ercely com- the most petitive industry. dra- “Rory’s stellar recent performanc- matic es are testament to the ability of the fi n a l athlete,” says Angus Moir, general days in manager of Nike Golf Europe, the the history Middle East and Africa (EMEA). of the US “He has commented many times PGA Cham- on his Nike Golf equipment, includ- pionship, ing the RZN Black golf ball, which McIlroy fought has given him a tremendous plat- Above: Nike Golf “We believe the golf industry is “Instead of promotions, we will hard to claim form to start his assault unveiled the changing and we will be at the fore- work with these retailers to en- new Vapor irons on every tournament franchise at Liberty front of this change because the con- hance the consumer experience, he enters. National Golf sumer journey needs to get better. ultimately driving improved sell- “That also validates Course in New York And it will.” through. And finally the way our in August the hard work of our All very well, but what does that product is displayed at retail will product and sports actually mean? be easier for the golfer to navigate, marketing teams, who fi nd what he or she’s looking for, strive tirelessly to create and be inspired by our equipment great clubs, balls, footwear and apparel collections.” and apparel for not only the Nike is a company whose history is likes of Rory McIlroy and our McIlroy buys into based on innovation – from running other tour staff, but also the shoes to football boots and from golf recreational golfer who wants to Nike Golf’s idea of clubs to golf balls. But there’s always improve as much as he or she can.” better; there’s no fi nish line at Nike. Daniel Schenk, marketing direc- constant progression in the McIlroy buys into this idea of tor for Nike Golf EMEA, adds: “The pursuit of excellence constant progression in the pursuit effect of Rory’s summer perfor- of excellence. On his way to victory mances cannot be underesti- at The Open, he used a prototype 2 mated. The energy he brings iron to good effect and a month lat- to the game is incredible, “In the past, the retail experience er helped to launch the Vapor irons and the emotional connec- for a golfer going into a green grass franchise at Liberty National in New tion fans have with him and store has sometimes been inconsist- York. And just last week, at the Ry- the way he plays the game ent, to say the least,’ says Brian Karl, der Cup, he put Nike’s new Vapor make him an obvious favourite. sales director of Nike Golf EMEA. Pro driver into play as Europe took “We are elevating our brand – and on the US team at Gleneages, citing this is to do with distribution, pro- an additional ten to fi fteen yards dis- motions and how we go to market. tance off the tee. We have identified key partners, For Nike Golf, there’s always bet- who understand our mission and ter – and for the end-consumer, who want to help us execute things in wants to engage with the brand, this a better way. rings true too. GOLF ONLINE 1 RACONTEUR.NET 30/09/14 i /COMPANY/RACONTEUR-MEDIA P12 EDITION #0279 f /RACONTEUR.NET t @RACONTEUR

Tips

Golf is very similar to Formula 1 motor racing in terms of technological advancements. You buy a gizmo one day and a month later it’s outdated. But Tim Southwell has discovered five pieces of golf technology that will still be delivering enjoyment and improvements to your game for years to come

GPS GOLF VPAR RANGEFINDERS DNA APP

While a caddie might take care of your Lewis Hamilton wouldn’t be winning Wouldn’t it be great to know what your clubs, their more important role is races if it wasn’t for the engineers opponents elsewhere on the course telling you how far you’ve got for your at Mercedes fine-tuning his car and are scoring and where you stand in TOP TIPS next shot. If you can’t afford a caddie, it’s the same for Rory McIlroy whose the leaderboard. The VPAR golf app a rangefinder is the closest you can Nike technicians fine-tuned his driver now brings live scoring to all golfers. get. Take the Voice Caddie VC300, and ball combination. After all, you Simply download the app, key in the the first voice-guarded range finder. can only play your best golf with clubs course, handicap and competition TO IMPROVE This small unit clips on to your belt or perfectly fitted for your needs. For format, and log every player’s score cap, then a quick swing of your club that you need a true custom fitter after each hole so everyone can tells you the distance to the middle and club builder. Golf DNA, based in see in an instant where they stand. of the green, another swish tells you south-west London, is one of a hand- High-tech company VPAR developed YOUR GAME the yardage to the front and a swipe ful of club fitters in the UK leading this the app which has been used for 5the other way gives you the yardage charge. Laurence Pawley, master club corporate and charity golf days, club to the back. It automatically knows maker at Golf DNA, says: “It’s one championships, and pro and amateur the course you’re on. It’s that simple. thing being fitted for a set of clubs, events for the past six years. The Meanwhile, the team at SkyCaddie but you don’t know who is putting the application is now used in more than are taking a more holistic approach clubs together or how accurate those 650 events in ten different countries. to your golf, with data capture being specs might be.” Golf DNA work with Whether it’s your club championship a key part of the process. Whereas a small selection of manufacturers, or a scramble with your pals, most rangefinders get their informa- including Callaway, Cobra and Vega, VPAR provides an extra dimension to tion from Google Maps, the latest who they believe produce the best your golf event. The VPAR app comes SkyCaddie Touch features more than equipment at different price points, loaded with maps of 30,000 courses, 34,000 courses in high definition, all and will build your set from scratch. and provides the usual GPS informa- individually mapped on foot by a ded- Using the latest GC2 HMT launch tion about distances and hazard po- icated team for increased accuracy. monitor, Mr Pawley can track not only sitions. Players can store information Each place you hit your shot from is what your ball is doing, but also exact- to have a permanent record of their recorded and all this information can ly how the club is reacting at impact. round and can also check up on the be downloaded to start producing We’re not talking old-fashioned lie playing history of potential future op- your own personal Opta stats for golf. boards and impact tape, but modern ponents. Offers real-time leader- Future developments are set to make technology taking your game to the boards, GPS and course planner, plus detailed in-depth improvements. next level. performance tracking.

Voice Caddie VC300: £109 2½-hour full-bag fitting: £100 VPAR app: £5.99 SkyCaddie Touch: £329.99 GOLF ONLINE: WWW.RACONTEUR.NET/FUTURE-OF-GOLF

Tips

STEWART ABOUTGOLF GOLF X9 SIMULATORS FOLLOW TROLLEY

Unless you’re a tour professional, you Golf simulators have been around for probably can’t afford a caddie. The 25 years in one form or another, but next best thing is the Stewart Golf X9 frankly they’ve not been that good. Follow. This trolley literally follows you “People used to be happy with seeing around the golf course. When you walk a ball flying 300 yards on a screen in off the tee, the X9 Follow follows you at front of them,” says James Bowker, a pre-defined distance. When you stop from AboutGolf Europe, “but it bore no at your ball, the X9 Follow stops a polite resemblance to a real round of golf.” distance behind you. Simply clip the Smashing the ball down the 18th small Bluetooth handset to your belt at St Andrews, one of more than 50 and you’re in business. In addition to the world-famous courses available, is Bluetooth electronics system, there are no longer the key to a good shot on a two antennas that power and control the simulator. It’s all about good technique remote trolley. Mounted on each of the and timing. The patented 3Trak rear motors, the antennas work together system takes 2,300 photos a second, to create a neutral zone and an active tracking the ball from the moment of zone. When the handset – and therefore impact, then quantifying the velocity, the player – is inside the neutral zone, launch angles and spin rates. The the X9 Follow will remain stationary. latest AGCurve model projects on to As the handset enters the active zone, a curved screen giving a 160-degree, the X9 Follow’s electronics system will totally immersive view of the course. automatically and independently alter Pioneering golf simulator Urban Golf, the speed of each rear motor to keep which has three London sites, are at pace. When the golfer and therefore the the vanguard of this revolution. “These handset come to a stop, the X9 Follow simulators are so accurate and reflec- will continue until the handset is back tive of an actual round of golf on the inside the neutral zone when it will also course that the team here now bring stop. Research conducted by Stewart their own clubs and shoes with them,” suggests that users of the X9 Follow says James Day, managing director of have averaged a three-shot reduction on Urban Golf. “This never happened on their rounds since using the trolley. the old systems.”

X9 Follow: £1,499 Simulators: from £32,000 GOLF ONLINE 1 RACONTEUR.NET 30/09/14 i /COMPANY/RACONTEUR-MEDIA EDITION #0279 f /RACONTEUR.NET t @RACONTEUR

Women LET'S GET WOMEN BACK INTO GOLF Women are leaving golf clubs at an alarming rate and, despite some relaxation in membership rules, future growth in the ladies’ game looks uncertain, as Colin Callendar reports

his month the Royal and About 300 yards up The Scores tion by forcing clubs to make wom- TAncient Golf Club of St An- from the R&A’s iconic clubhouse, en pay the same fees as men. drews broke with 260 years Shona Malcolm, chief executive of “Cost is certainly a factor, but it is of tradition when it voted to allow the Ladies’ Golf Union, was equally by no means the only one,” says Ms women members for the first time. pleased about the decision, but also Malcolm. “In fact, I would argue it It was an enlightened move by the realistic enough to realise it would has as much to do with demographic club and it might have important not solve the plethora of problems change as anything else. ramifications for women’s golf in facing the women’s game. “In the old days, you used to Britain and Ireland at a time when “It [the vote] is good because it join a golf club as a girl and then it is struggling like never before. will give the outside world a better remain a member for life, but that One of the first people to applaud perception of the game, but it is not is no longer the case. Times have the R&A for its decision was Sport a solution for the fundamental prob- changed. More women now go to and Equalities Minister Helen lems we face,” she says. “That will university and embark on full-time Grant, who went on to urge other require much more decisive action careers. Life is faster than it used single-sex clubs to do the same. on our part and that of the other gov- to be. Time with the family has be- “I am pleased the members of erning bodies.” come much more precious and all the Royal and Ancient Golf Club of that means women are more likely MEMBERSHIP NUMBERS St Andrews have voted in favour of to play on a more ad hoc basis, if admitting women members,” says Ms Malcolm presides over an they play at all.” Ms Grant. “This is positive news for organisation that continues to lose Ms Malcolm believes all the the sport and I hope we will now see members on an annual basis. In 2005 game’s governing bodies must work other golf clubs that still have out- its membership stood at 215,000, but much more closely together if they dated same-sex policies follow suit. it has since dropped to under 150,000 are to find solutions to this prob- “With golf in the next Olympics, and that number is likely to fall even lem. This is a view shared by for- there is a huge opportunity for the further as more and more women opt mer Swedish tour player Eva-Lotta sport to grow and this sends out the out of club membership. Sternmarker, who is now a develop- right inclusive message.” Male club membership across ment officer for the Ladies’ Europe- Britain and Ireland is also dwin- an Tour and project director for the dling, but not as fast as women’s biennial Ping Junior Solheim Cup. and the situation is such that in FAMILY GAME all four of the home countries male golf club members now “There are a lot of people who outnumber women members by seem to think that one of the biggest as much as six to one. The com- strengths of the women’s amateur parable figure in the majority of game in Europe is that it’s more of Golf clubs will have to Continental countries is closer to a family game than it is in Britain,” move with the times two to one. she says. There is no doubt rising subscrip- “That is true up to a point in if they are to halt the tions have been an important factor some countries, but it is not the exodus and attract new in the drop in women’s club mem- most significant difference as far as bership and it is ironic the Equality I’m concerned. I deal regularly with women members Act 2010 has exacerbated the situa- amateur bodies in both Britain and GOLF ONLINE: 1 RACONTEUR.NET WWW.RACONTEUR.NET/FUTURE-OF-GOLF i /COMPANY/RACONTEUR-MEDIA f /RACONTEUR.NET t @RACONTEUR

Women

TOP 20 EUROPEAN COUNTRIES WITH THE MOST GOLF COURSES AND PERCENTAGE OF FEMALE PLAYERS 7 27% FINLAND 14 22% ITALY 1 35% AUSTRIA 8 27% CZECH REPUBLIC 15 19% IRELAND 2 34% GERMANY 9 26% SWEDEN 16 18% PORTUGAL 3 33% SWITZERLAND 10 26% ICELAND 17 17% POLAND 4 31% NETHERLANDS 11 25% SPAIN 18 13% ENGLAND 5 30% BELGIUM 12 25% FRANCE 19 12% SCOTLAND 6 28% DENMARK 13 22% NORWAY 20 12% WALES

on the Continent, and I know the is required if Britain and Ireland is clubs are too set in their ways and European federations find it much to mirror the European model, and those ways do not necessarily appeal easier to sit down and be creative there will also have to be significant to women who do not come from a because they don’t have anyone else changes at grass-roots level if real golfing background. What clubs to answer to. progress is to be made. need to do is to break down the ex- “That’s not the case in Britain. It There is a general feeling that isting rules so that newcomers feel is the home of golf, but it is precise- golf clubs will have to move with the more relaxed and not out of place. ly because the game is hundreds of times if they are to halt the exodus “The fact is ladies have a finite years old that there are a lot of dif- and attract new women members. amount of time to relax and en- ferent governing bodies. I know “We visit a lot of clubs around the joy themselves so golf clubs have they all want to work together for country and it is clear a good deal to compete against other lifestyle the good of the game, but that’s not needs to change if they are going to venues, such as other sports facil- always easy when vested interests attract an influx of new lady mem- ities, health clubs and coffee bars. are involved.” bers,” says Niall Flanagan, managing I’m afraid that is not going to hap- A degree of amalgamation start- director at Club Inc., a leading advi- pen the way many golf clubs are run ed when the English Golf Union and sory service for golf clubs and other at present.” the English Ladies’ Golf Association organisations within the industry. merged, but much more of the same “I think the problem is that most