Advancing Associations

CPG and EOSE Gain EU Support For Modernising Education For Professionals in Golf

30th Nov 2020

John Clark to Step Down as Ping Europe Managing Director after 24 years at the Helm

27th Nov 2020

[The CPG Podcast] The Golfing Buddha – David Kearney

23rd Nov 2020

PING Shows Support for Mixed Golf with Launch of New Country-wide Competition

20th Nov 2020

2020 CPG Annual Congress Goes Virtual

18th Nov 2020

[The CPG Podcast] A Masters Preview – The CPG

14th Nov 2020

PING signs Bubba Watson to ‘lifetime’ contract

9th Nov 2020

Golf Pride Expands Tour-Preferred PRO ONLY Collection with New Corded Grips

6th Nov 2020

[The CPG Podcast] Building A Community of Female Golfers – Alastair Spink

4th Nov 2020

[The CPG Podcast] Structuring Practice, Training & Lessons – Adam Young

31st Oct 2020

CPG and PGA of Ukraine Stage First Parents in Golf and Activators Programme

30th Oct 2020

The Inaugural Troon Royal Greens Pro-Am Supported By Golf Saudi Joins the CPG Schedule

26th Oct 2020

#8thAESGC International Pro-Am postponed to 2022

21st Oct 2020

[The CPG Podcast] A Game for Everyone – Tony Bennett

13th Oct 2020

[The CPG Podcast] Your Professional ‘Why’: Identifying It & Achieving It – Ian Peek

8th Oct 2020

The Swiss PGA: Strengthen the Association and Golf

1st Oct 2020

[The CPG Podcast] Communication Science & Coaching – Marie Jeffery

28th Sep 2020

Effectively Segment Your Consumers

22nd Sep 2020

[The CPG Podcast] Life After COVID-19 – Dr. Andrew Murray & Dr. Roger Hawkes

17th Sep 2020

CPG Member Country PGA Feature: The PGA of Italy

16th Sep 2020
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Rethinking Golf: How to Reset Golf For The New Normal2 min read


Posted on: 31st Jul 2020

Golf courses should be at the heart of local communities, delivering simple, memorable experiences that enhance people’s lives.
That’s the vision of three golf industry pioneers whose thinking and business approach could shape the future of the game as it recovers from a pivotal moment in history – and resets for a new normal.
In Rethinking Golf, a new multimedia feature from Syngenta Growing Golf, the three thinkers set out to consider how to reposition golf by answering simple, yet fundamental, questions relevant to all golf course businesses:
  1. Why? Why are we doing this?
  2. What? What is golf’s promise?
  3. Who? Who are we?
The feature includes video interviews with Cathy Harbin, formerly a ClubCorp and World Golf Foundation executive who purchased her own course in Paris, Texas, aiming to elevate the town around golf.
Olympic golf course architect Gil Hanse speaks about the need to return to simplicity in golf, from the customer experience to course maintenance – and why it makes good business sense.
And John Ashworth, golf fashion designer and entrepreneur, who is now the owner – or ‘Chief Care Giver’, as he calls himself – of the popular 18-hole community short course, Goat Hill Park, in Oceanside, California, which was saved from development.
Harbin sums up some of the consistent themes when she defines the purpose of a golf course business: “We are to be part of a community and we are here to create memorable experiences for people to enhance their lives.”
She goes on to describe how her course business, positioned at the heart of a community, with proactive coaching in town parks and recreation spaces, has both benefited the community and brought business back to her course.
“I know what golf does to the energy of a town,” says Harbin. “I have seen the town elevated as a result of golf.”
The feature always draws on important research and data helping businesses understand and adapt for the ‘new normal’, including the rise of Generation Z, born entirely in the internet age and who will shape the next decade.
Mark Birchmore, Syngenta Global Head of Marketing, Turf and Landscape, who commissioned the feature, said: “The COVID-19 pandemic is a global crisis that is likely to result in profound changes in society.
“In golf, it’s possible that some of the fundamental challenges and shifts we had started to see in the industry could now be accelerated.
“It’s also clear – as our speakers demonstrate – that significant opportunities are opening up for golf course businesses where they are attuned to the balance of sustainability relative to customers and communities, the environment and business.”