Eddie Reid, managing director of TGI Golf, Europe’s leading buying group for golf professionals, told delegates at Golf Europe that strength in numbers is the key to success in today’s European golf retail market. Speaking at the golf industry’s largest trade-only gathering at Munich’s Golf Europe, Reid addressed European professionals, retailers and distributors on the challenges they face to succeed in today’s complex pan-European markets.
Reid, speaking about the $14.3 billion European golf industry, outlined a series of micro-markets defined by social, cultural and economic differences, and explained how individual retailers and small co-operatives could benefit from membership of a buying group.
“While there has been significant growth in golf across Europe in the last decade, this doesn’t mean that individual golf retailers will automatically be successful in new markets,” said Reid.
Describing European golf retail markets as “immensely complex,” Reid outlined how TGI Golf’s successful expansion into Europe had benefited more than 25 new on-course retailers in Holland and the Benelux Countries, including 66-hole Spaarnwoude golf centre, the largest in Europe.
“Pricing can differ dramatically from country to country, as does the quality of agents and distributors. In contrast, membership of a buying group gives you strength in numbers and the ability to negotiate the best terms available from accredited suppliers,” added Reid.
TGI Golf members in Holland and the Benelux countries have been able to decide on their own direction and strategies, with the support behind them of a central group that offers retail development and marketing support.
“The process of setting up new TGI Golf Europe members’ groups is a simple one and we are seeking to identify opportunities to expand into established and emerging golf retail markets across Europe,” said Reid.