COACHING TO OWN THE FUTURE
Opportunity
The venerable PGA of Great Britain & Ireland thrived under the quarter century tenure of its iconic CEO, Sandy Jones. However, the organization found itself at an inflection point as the result of an economic downturn and shrinking demand for golf. The longstanding role of the organization and its members was under threat.
Catalyst
We joined Sandy and his team to help stem this tide and reestablish the indispensible role of the PGA Professional in the business and experience of golf. We started with a new branding and engagement program designed to celebrate the many roles played by members to call new attention to the value of the PGA Pro. The team dedicated its efforts to optimize the effectiveness of the education and training programs designed to ensure the Pro’s sustained expertise. In the process, we solidified the PGA’s role as the driving force for golf in the UK, Europe and around the world. We capitalized on the value of the brand through a lucrative licensing program. We worked diligently to engage the staff and secure their commitment to doing what is needed to thrive now, and into the future. In the end, this work helped to raise our collective game and securitize the PGA’s role as the “heart” of golf, now and into the future.
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