12. paul armitage modern day brands for modern day golfers
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Transcript of 12. paul armitage modern day brands for modern day golfers
www.ngf-golf.com
Sport at the heart of our values!
Modern Day Brands for Modern Day Golfers
The Company
France’s Premier Golf Operator
31 Golf clubs owned by NGFGolf France
6 Golf Clubs are under NGFConseils Franchise in France
3 different brands
110 Golf Club partners in our LeClub network in France and Spain
350 in 14 countries is the total number of clubs within our loyalty scheme
Contributing for over 30 years to the
development of Golf in France
37
Greater Paris
GOLF CLUBS Operated with our brands
600 employees in our 30 subsidiaries
90 full time teaching pros on our pay roll
2 training centres for fully qualified teaching professionals
A modern organisation
Contributing for over 30 years to the
development of Golf in France
Headoffice support
8 regions
37 golf courses
Develop, progress : means adapting
Taking inspiration from other industries and markets
The Coca Cola Example
Hotel industry
Customer tastes are changing – and
so does the market
1900
2012
1980
Banking and Insurance S
AM
E K
NO
W-H
OW
And what about Golf?
What do we need to adapt to ?
Golfer : who are ya?
Demanding clients in comfortable environments
Diversifying our offer to meet market
demands :
1900
2012
1980
Combining sport, nature and a friendly atmosphere
Easily accessible and basic golf
COMPETITIVENESS
ADAPTED SERVICES
+
+
Dif
fere
nt
wa
ys
of
life
,
dif
fere
nt
w
ays
of
pla
yin
g g
olf
Which clubs for which golfers???
CLARIFY OUR OFFER TO BE MORE ATTRACTIVE
Adapting the Offer
Over 700 golf courses* in France, all
different, all unique..all similar
* Métropole and overseas
Beginners : where?how?when?what??
The price argument – but that deflates the market ?
Our way forward
Recreating the Golf Business ? Yes, we do !
1- Synergie(s)
Owning &
Operating
2007 2007
2012 2012
13
CLUBS
50
CLUBS
37
CLUBS
300 CLUBS
Marketing,
purchasing & loyalty
alliance
Strength is in the Network
Size does matter
2- Segmentation(s)
Les chemins de l’excellence
Les parcours naturellement sportifs
Le golf en 1 heure
Golf by excellence
Sport and leisure
Part of the time, all the pleasure
Some Results
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
License FFG Turnover NGFGolf
5.40%
13%
2008 - 2011
Progression of turnover compared to the increase in
National Federation Licence card holders. Constant
criteria
5.00%
95.00%
Licensed golf players
NGFGolf
Others
20.00%
80.00%
Creation of golf players
France 2012
2010 2012
+12%
Some more results turnover
2010 2012
+23%
2010 2012
+10%
Thank You
Come and Meet us in the networking area!