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OCCUPATIONAL MAP
FOR THE GOLF SECTOR
IN EUROPE
www.golf-stand.eu
2 OCCUPATIONAL MAP - CONTENTS
Contents
04 INTRODUCTION
06 THE GOLF SECTOR
08 PARTICIPANTS - CLIENTS
10 ORGANISATIONAL STRUCTURE
©2012. Golf Stand. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means,
without express written permission. Any unauthorised reprint, commercial copying, selling, transmitting or use of this material
is forbidden and will constitute an infringement of copyright. For further information contact PGAs of Europe: info@pgae.com
This project has been funded with support from the European Commission. This publication reflects the views only of the author,
and the Commission cannot be held responsible for any use which may be made of the information contained therein.
OCCUPATIONAL MAP - CONTENTS 3
4 OCCUPATIONAL MAP - INTRODUCTION
OCCUPATIONAL MAP - INTRODUCTION 5
Introduction
The Occupational Map for the Golf Stand project structures. There are observations and lessons
(2010-2012) provides a frame of reference to be drawn from these organisational and
for the Golf sector. The Occupational Map cultural differences which will make the Golf
discusses the size and nature of the golf sector sector stronger.
and relates to the key occupations to be found
in the sector. Additionally, as Golf was recently reinstated
to the Olympic sport movement and will
The Occupational Map will consider what types feature in the 2016 Games in Rio de Janeiro
of activities are seen by the workforce and the it is likely that further changes to the sector
participants as being integral to the Golf sector. will result from greater media exposure in
the countdown to and during the Games. It is
The total revenues of the Golf sector amounts expected that as a result of inclusion in the
to €48.3 billion serviced by a workforce of close Olympic Games that the number of participants
to 400,000 which consumes approximately will increase which in turn will stimulate further
€9.4 billion in wages1. Furthermore, the sector investment in facilities and development
shows a diverse complexity in Golf markets programmes. According to David Fay, formally
across Europe which are at various stages of of the International Golf Federation, “the best
maturity on a continuum from emerging to way to get that is through two sources: your
mature2. New Golf playing nations (often to be government or the national Olympic committee,
found in the East) are not only emerging markets for (many) countries there’s no substitute for it
but also are subject to different organisational being an Olympic medal sport.”
1
KPMG – The Economic Value of Golf to Europe
2
Examples of emerging markets – Greece / Bulgaria; developing markets – Norway / Austria; mature markets – GB&I / Germany
6 OCCUPATIONAL MAP - THE GOLF SECTOR
The Golf Sector
The Golf sector embraces elements of social backbone of the sport. Traditionally a club may
recreation, leisure and competition with be thought of as an association of like-minded
participants engaging in one or more elements people with a shared or common interest and
which may change to accommodate changing the Golf club is no different. It is however
lifestyle choices made by the participant from important to distinguish between Golf clubs
time to time. and Golf facilities.
At the core of the Golf sector is the sport Although it is the Golf clubs that have
of Golf which has been played for several traditionally taken the majority of the burden
hundred years. Golf as a sport is non gender for organisation of the sport at the local level,
or age specific with participants able to play, it is the Golf facility that provides the playing
practically from, ‘the cradle to the grave’. There grounds, be that member owned, commercial,
are numerous Golf programmes for youngsters or public owned facility (often the local
commonly starting at three or four years of age municipality / government), driving range,
and the number of senior Golfers continues to academy or some other form of facility where
rise. Golfers may practice the sport. As we can
see Golf facilities have a number of different
Golf can be considered as a sport which compositions but each provide a range of
engages participants in movement and services and products which usually include,
muscular effort, performed in a generally safe the provision of playing grounds, learning
and outdoor environment. Proficiency at Golf programmes and the opportunity to compete
does not solely rely on physical skills but also at a local level. Through these facilities there
demands mastery of a set of life skills including are many opportunities for those not involved
self- determination, adaptability, resilience, in a club to participate in Golf but even so the
motivation and in a wider context, the skills social aspect of the club adds positively to the
of honesty, integrity, social interaction and competitive aspects of playing the sport.
personal / communication skills. Many Golf
training programmes for youngsters include The Golf sector is made up of three
education on these aspects as an integral part interconnecting segments, (Golf, Playing the
of the learning process. Sport and Services), which in turn may be
desegregated into multiple related segments.
At the next level, the sport is supported by a These segments are supported by four main
range of both direct and indirect services. Since career pathways. This occupational map
before the turn of the twentieth century Golf includes a review of how the sector is organised
has been organised around the formation of to deliver its objectives / targets and how it
clubs, and it is this structure which provides the operates at a range of levels.
OCCUPATIONAL MAP - THE GOLF SECTOR 7
S E R VI C E S
Y IN G T H E S P O R T
Food & PL A
rk etin g - R etail
GOLF
Be ve r a ge -
- Ma
Coa
dia
c hi
Pl
ay es
Me
ng
e rs il iti
- E qu Fa c
y-
-E
ipm en t -
lit
du
ti o
ita
ca
p
n
-T H os
ou f-
ris ol
m- en tG
G o ve
r n a n ce - T o u rna m
Develop the sport of Golf & Participant Performance - Golf Operations - Golf Events - Golf Supplies
Segment 1: Golf - Players
The sport of Golf can be considered to be at the - Equipment
core of the sector. - Facilities
Golf is a physical activity that is undertaken in
order to have fun, feel good and perform better. Segment 3: Services
Golf consists of training and playing, exhibition, Within this segment there are a host of
competition and performance. supporting activities that ensure the smooth
Golf gives physical, mental, social and cultural running, development and enjoyment of the
development. sport.
Segment 2: Playing the Sport - Food & Beverage
Golf requires a participant to practice the sport, - Coaching
on a playing field. Furthermore the sport can - Education
be thought of as the glue which holds all the - Tourism
various parts of the industry together. Any - Governance
fundamental change to the sport has a ripple - Tournament Golf
effect throughout the industry as has been - Hospitality
experienced when rule changes fundamental to - Media
the playing of Golf have been made. There are - Marketing
three key areas to this segment: - Retail
8 OCCUPATIONAL MAP - PARTICIPANTS - CLIENTS
Participants - Clients
Golf attracts a wide variety of participants from Golfers may be broadly divided into two
both gender groups. Golf is socially inclusive distinctly different groups.
and embraces players with impairments or
limitations into inclusive events where the use 1. Casual Golfers who play the sport as a
of modified rules has been approved. Golf has leisure / social activity or pastime. Golfers in
a well proven system of handicapping which this group commonly express an interest in the
encourages players of all ability levels to accessibility of facilities. Such individuals are
compete against each other with an allowance commonly infrequent players and for many,
made to the weaker player in the form of strokes membership to a Golf club can prove to be
which they may deduct from their score. It is non cost effective. The growth of “pay as you
this handicap system that allows integration of play” type facilities and associations specifically
Golfers into a single unified competition. aimed at the nomad Golfer have proven to be
popular for many of this group.
2. Competitive Golfers some of whom perform
at the elite level, individually, or as a team
representative for a club, region or nation.
One should not confuse competitive with elite
as only a small minority of competitive Golfers
ever reach the elite level. Even so the majority
of Golf clubs have a competition schedule,
(some competitions are open to non members)
where competitively minded Golfers can enjoy
competing against other Golfers.
OCCUPATIONAL MAP - PARTICIPANTS - CLIENTS 9
According to The European Golf Association With the benefit of industry knowledge it is not
there are upwards of 4.5million registered unreasonable and very conservative to estimate
Golfers (65% male - 25% female and 10% juniors that there may be an additional 4.5 million or
unspecified gender3) playing on almost more non registered Golfers that can be added
7,000 Golf courses across Europe. The numbers to the European Golf market. This would bring
of non registered / nomad Golfers is much more the number of Golfers to around nine million
difficult to accurately assess, in part due to how across the continent.
one might classify a Golfer.
The Golf industry has many points of contact
‘Sports Marketing Surveys’ consider a Golfer as with its customers with services and products
an individual that plays Golf on 12 occasions across the sector available to Golfers and non
per year whereas the advertising industry might Golfers alike. Customers are generally Golfers
consider a Golfer as someone with an interest (as identified above) although there is also a
in the sport. Other definitions include one from large secondary customer base which is serviced
The National Golf Foundation which considers by the industry which includes family members
that “for research purposes, a golfer is defined of Golfers, corporate entities and the general
as a person age 6 or above who plays at least non Golfing population who have a passing
one round of golf in a given year”.4 interest in the sport as a non participant.
3
EGA Statistics 2010
4
National Golf Foundation [NGF] (2009) [online] Available from http://secure.ngf.org/cgi/pressrelease.asp?storyid=261 [Accessed
March 8th 2011].
10 OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE
Organisational Structure
Golf is a sport where a distinction between
‘amateur’ and ‘professional’ still exists at
the elite competitive level. Golf therefore has
organisations which represent both amateurs
and professionals, to which the contribution
of those who organise the playing of the
sport, locally, nationally and internationally
(managers) and those who design, build and
maintain the playing facilities (greenkeepers)
should be added. There are numerous points
of contact where all organisations work closely
together for the benefit of the sport and its
participants.OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE 11
The Amateur Structure: The EGA is presently composed from the
Every newcomer to the sport starts as an national amateur Golf associations, federations
amateur golfer and according to The Royal and or unions of 38 member countries who are
Ancient Golf Club of St Andrews (The R&A), for the most part the nominated body by
“an ‘amateur golfer’ is one who plays Golf as the government or Ministry of Sport for the
a non-remunerative and non profit making organisation of Golf within a specific nation /
sport”.5 The R&A assumes responsibility for territory. In some of the larger and more mature
the administration of the Rules of Golf with the countries there are regional associations that
consent of 141 organisations from the amateur are empowered to arrange the sport within a
and professional codes and on behalf of over stipulated region under the direction of the
30 million Golfers in 126 countries throughout national body.
Europe, Africa, Asia-Pacific and the Americas.
At the local level it is typically clubs that
The European Golf Association (EGA) declares organise the playing of Golf under the umbrella
at its foundation the observance of the Rules of the national body. The Golfer then joins
of Golf and amateur status as laid down by the national association through their home
The R&A. The association concerns itself solely club and although there is a growing number
with matters of an international character. of nomad Golfers in some countries they may
Membership is restricted to European national choose to join the national body directly or
amateur Golf associations, federations or remain an independent / casual Golfer with no
unions. formal association.
5
R&A Rules of Amateur Status 201012 OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE
The Professional Structure: original objectives of The Professional Golfers
If an ‘amateur’ is one who plays Golf as a non- Association (PGA) which was formed in 1901
remunerative and non profit making sport in Great Britain and Ireland and became the
then a ‘professional’ can be described as an first permanent labour organisation for sports
individual that makes a living or derives income professionals. In 1990 The PGAs of Europe was
from the playing or coaching6 of the sport, or formed which today has 31 European member
from other activities because of Golf skill or PGAs which in turn account for around 15,000
reputation. individual Golf professionals who for the most
part service the sport and its players.
The term ‘professional’ when used in conjunction
with sport usually prefixes the name, therefore The majority of individual PGAs provide to its
professional Golfer, professional footballer and members: initial education; post compulsory
so on. At the highest European level competitive training; opportunities for lifelong learning;
professional Golf is organised by the European development programmes, some tournaments
Tour who also have a second level tour (The and in many cases deliver instruction /
Challenge Tour) and in most cases work closely coaching either institutionally or individually
with third level (Satellite Tour) providers to on behalf of the golf facility or the national
ensure quality delivery. amateur associations to new, developing and
elite players. PGA Golf professionals are present
For ‘Golf professionals’ engaged in a multitude in almost all Golf facilities in Europe and are
of job roles, there are a number of Professional often the first point of contact for new players
Golfers Associations throughout Europe entering the sport.
that have been formed along the lines and
6
Above a Certain Monetary Value or Outside of a National ProgrammeOCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE 13 Management administration are covered under the All those involved in the management and management heading. Individuals wishing to administration of the sport (and facilities where work in golf management have a number of the sport is played) are responsible for ensuring routes through which they usually enter the that the sport delivers an experience which workforce with the most common being the satisfies the needs and wants of participants. transfer from a management position in another Governing bodies at the international, European, sector or evolution from a golf professional, national and regional levels provide institutional greenkeeper or hospitality position. support to clubs and the owners / operators of golf facilities who are essentially responsible for the management of golf facilities and participation in the sport at the local level, the industry workforce and the end user. At the local level management of clubs, facilities and the workforce, (who essentially deliver a wide range of services), is responsible for ensuring that existing golfers and newcomers to the sport have a stable structure into which they can integrate as much or as little as they wish. Aspects of financial management, sales and marketing, employment, workforce management, facility management and
14 OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE
Greenkeepers and other Labour Market Organisation
supporting occupations In parts of Europe there are wide seasonal
This section includes a number of different variations in the workforce, for example in the
but interconnecting disciplines, such as, golf south of Europe, Spain / Portugal / Greece, the
course architecture, construction, maintenance influx of tourists at specific parts of the year
(including machinery preparation) and ensure that some jobs within the industry require
environmental stewardship. There is a wide a flexible workforce and as such part-time work
divergence in the maturity of golf markets fluctuations can be expected. Likewise in the
across Europe and as such facility design must north of Europe, Finland, Sweden, Norway etc, it
ensure that the needs of each specific market is common for parts of the workforce to operate
are fulfilled. This section is firmly embedded in the Golf sector during the summer months
in segment two of figure 1, although there and in another sector during the winter months.
are some services, such as equipment etc,
that are located within segment three. Often With this in mind the majority of full-time
greenkeepers enter the Golf sector through employed staff involved in the sector can be
an appropriate educational qualification, found in administration, management etc,
apprenticeship or internship. whereas the direct service staff are likely to be a
mix of employed, self-employed, full and part-
Further disciplines more related to segment 3 time staff.
include retail and food and beverage.
6
Above a Certain Monetary Value or Outside of a National ProgrammeOCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE 15
Qualifications the needs of students and geographical factors;
The requirement for qualifications vary across, however it is normal that each programme will
both the sector and Europe. Three pan- European cover a minimum of 2,000 hours over a period
organisations represent the workforce in this of three years. Some programmes are linked
Golf Stand project and the following outlines to University level education with The PGA of
the general requirements. GB&I graduates gaining a foundation degree or
Honours degree on successful completion of
The PGAs of Europe act as a standard setting their education. The industry standard for Golf
body for PGA Golf Professionals, and operate Professionals is a qualification from a PGAs of
a programme of recognition for the individual Europe recognised programme.
education / training programmes delivered
across the territory. Of the 31 European Member The Club Managers Association of Europe
Countries, 19 have reached the standard (CMAE) and Federation of European Golf
to be granted recognised education status. Greenkeepers Association (FEGGA) have their
Although each programme has slightly different own qualification and education pathways.
content, to respect local needs and culture, all
recognised programmes fulfil the requirements
of The PGAs of Europe content and typically are
a mix of, classroom based learning, on the job
training, formal and informal distance learning
and assessment. The exact mix may vary to suit16 OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE
Key Drivers Globalisation
As with other industries / sectors, the Golf
Tourism industry exists in an increasingly global context
Active tourism continues to grow and Golf and market. Equivalence and transferability of
tourism is a significant part of the wider sports sector based qualifications in management,
tourism industry. There is a significant body Golf professional, coaching and greenkeeping,
of opinion which suggests that the number of present issues relating to employment and
couples and families engaging in Golf tourism mobility. There is need for cross border
is increasing, in part due to the nature of the recognition and a recognised system of
sport which allows for social, recreational and international accreditation of prior learning.
leisure participation of all standards of player.
The Future
Demographics Predictions for the future of the sector are at
An aging population together with more leisure best grounded in projections formed from
time and increased accessibility to the sport past trends and performance and as such are
will likely increase the number of potential relatively non reliable especially when extended
participants. From a commercial perspective to longer than the immediate future.
with an increased focus on cost reduction by
operators there is a danger of lowering the In new territories and emerging golf markets the
required skills set of parts of the workforce perception that Golf is reserved for the socially
which will be to the detriment of the long term elite is hard to change initially, but as the
future of the sport. The industry will have to game takes hold and more people engage with
clearly identify and adopt a level structure for the sport there comes a better understanding
key personnel. that the sport is socially inclusive. Time, costOCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE 17
and difficulty are often promoted as the main The cost of memberships will be an important
reasons why Golfers quit. Even so it is fair to issue with owner operators squeezed by
assume that the number of non registered suppliers and the cost of new legislation.
casual Golfers will increase considerably more Golfers will however enjoy, at least for a period,
than those who become registered, especially more availability due to falling memberships.
with the raised profile and expected exposure The cost of Golf equipment for the mass market
from Golf becoming an Olympic sport. has reduced making purchase much more
affordable and it seems that this will continue
Pressure on land close to areas of large at least in the short term.
population and the resultant increase in the cost
may force Golf further from the local community Golf instruction is more accessible than ever
and ensure that only those with access to public before and PGA members, (who make up the
or private transportation may engage with the vast majority of training providers), are more
sport. This in turn has the potential to add to able and better prepared to deliver appropriate
the time and cost of playing the sport. In the instruction which will benefit all participants.
short term it is fair to assume that the time that
it takes to play Golf will at best remain stable
and at worst take even longer. It is likely that
different forms of Golf will grow in popularity
with some players exclusively participating in
hitting golf shots at a driving range or using a
short or virtual course.18 OCCUPATIONAL MAP - ORGANISATIONAL STRUCTURE
Occupational Areas and Main Roles
There are four main occupational areas in the Golf sector which may then be further disaggregated
into main roles.
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ToPartnership of the Golf Stand project
www.skillsactive.com www.pgae.com www.eose.org
skills@skillsactive.com info@pgae.com oesesec@eose.org
SkillsActive - UK (Promotor)
Professional Golfers’ Associations of Europe (PGAs of Europe) - Europe
European Observatoire of Sport and Employment (EOSE) - Europe
Malta Qualification Council (MQC) - Malta
University of Birmingham - UK
Bosöns idrottsfolkhögskola / Bosön Sport College - Sweden
Slovenian Greenkeepers’ Association - Slovenia
European Golf Course Owners Association (EGCOA) - Europe
Professional Golfers’ Association Limited (The PGA) - UK
Scottish Qualifications Authority (SQA) - UK
Nederlandse Golf Federatie (NGF) / Dutch Golf Federation - Netherlands
Sport Institute of Finland (SIF) - Finland
Professional Golfers’ Association of Germany (PGA Germany) - Germany
Professional Golfers’ Association of Sweden (PGA Sweden) - Sweden
Professional Golfers’ Association of Italy (PGA Italy) - Italy
Associacao de Gestores de Golfe de Portugal (AGGP) / Golf Club Managers Association of Portugal - Portugal
©2012. Golf Stand. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means,
without express written permission. Any unauthorised reprint, commercial copying, selling, transmitting or use of this material is
forbidden and will constitute an infringement of copyright. For further information contact PGAs of Europe: info@pgae.comwww.golf-stand.eu
This project has been funded with support from the European Commission.
This publication reflects the views only of the author, and the Commission cannot
be held responsible for any use which may be made of the information contained therein.You can also read
