Tiger Mania –Back Again!

Much has already been written about the amazing comeback by Tiger Woods when he claimed his fifth green jacket at Augusta National. After the scandals of 2012 and the numerous surgery’s in the past 2 years, it was getting hard to imagine a day when Tiger would start, contend and win a major title in golf. But on Sunday at the Masters, all that changed; it was a day that will truly be remembered in sporting history.  

Tiger forever changed the sport of golf, a game he has dominated. He pushed the boundaries of physical fitness and raised the bar for manufactures, demanding perfection. And then there was the crowd… Wherever Tiger went they followed and in numbers; thus the phrase Tiger Effect was born. To this day the ‘Tiger Effect’ is used to gague the field of players assembled in a tournament whether they will be a good enough draw for spectators.

Tiger Woods helped create a new breed of young golfers (most whom are now contending on the PGA Tour) who are thriving in this new paradigm. Many of the old war-horses like Ian Poulter, Matt Kuchar and Phil Mickelson have altered their game in order to stay competitive and relevant.

It is safe to assume there is no one else in the game of golf anywhere in the world, who has this kind of effect on the game… is it a coincidence then that in the past 4 years professional golf has seen a decline in viewership especially in non major events. Is it also a coincidence that in the past four years golfing merchandise revenues have also declined at golf courses in the country and abroad and one of the biggest names in professional golfing equipment, Nike has withdrawn its golf club manufacturing line?

The past few years have been difficult for golf. Growth rates have been well below par in the west and in the developing world golf is still finding it difficult to shake off its elitist image. The numerous golf course closures in the US and other parts of the world have not helped either. Golf was looking for a miracle, something to kick-start the growth, something to get people back into the game. Once again, it appears to be Tiger Woods, who seems to have stepped up to the plate.

Consider for instance the aftermath of the Tigers win in Augusta; almost all Tiger Woods memorabilia and apparel was sold out online on Amazon, Taylormade reported an 20% increase in the orders for the same driver and clubs used by Tiger after the win, Bridgestone was sold out of its golf ball played by Tiger Woods. Nike and Acushnet (the holding company that owns the brands of titleist and footjoy) shares rose around 2% and continue to rise on the NASDAQ

https://www.bloomberg.com/news/articles/2019-04-14/tiger-s-masters-win-a-major-boost-for-the-brands-still-with-him

In the evolution of a sport, there comes a time when spectators need something more – almost magical – to rekindle that sense of wonder that brings us back to the field, to watch and experience it, for instance in football the legends just keep on coming with Ronaldo, Messi, Mo-Salah added to the list, in basket ball you have Steph Curry, Dirk, Lebron James, D-Wade, in American Football you have Tim Tebow, The Manning Brothers and Tom Brady, In tennis you have Roger Fedderer, Djokovic and Nadal who seem to be ageless.

When it comes to golf it needed a fairytale. Something to get the fangirl and boy in everyone excited again. Any sports business needs its fans whether it is to drive ticket sales or merchandise.

Even though has to its credit, some of the oldest and tournaments that are greatly contested, it still needs its larger than life figure, someone who can leave everyone astonished, that brings everyone to the edge of their seat.

What Tiger’s win means to the sport of golf, is far beyond a major title, it is a catalyst for growth. Already, the governing bodies of the sport took a major decision in 2019 to fundamentally alter some of the rules of golf in an effort to modernize the game. This was a forward thinking move to encourage beginners to play and learn the game.

In addition, sports need their icons, either playing or past. Unfortunately such is the game of golf that to really dominate this game requires a different class of mastery; in 2010 people realized that Tiger is human, by 2014 they realized that he might never swing a golf club ever again.

By April 2019 he has achieved the impossible. What makes this more special is the human element of the story.

Tigers roar, I am excited because the sport needed its hero back and to win, what will follow appears to be an exciting period for anyone in the golfing business, so…. What’s your Tiger Effect?

Changing the mindset of Golf

When the game of golf was first played, the courses were carved out of land that was naturally contoured and readily available. In its earliest form it was developed on grass lands in Scotland by local herders tending their livestock. In the centuries that followed, the sport transformed from a game played by common folk to a sport enjoyed by the elite of society, the once open pasture land becoming the private manicured golf courses of kings and nobleman.  In the context of today, the golf courses are managed and owned by committees and associations of which golfers are members of an ‘elite club’.  

The effect of these changes, has altered the nature of the game itself. Pasture land has been replaced by lush green grass carpets, holes are not arbitrarily scattered; they are carefully cut into the grass at ‘precise’ locations, the natural orientation of the land is altered with artificially created contours and gradients enhancing the aesthetics of the course.  Achieving this costs money and requires an immense effort to maintain and is a strain on the natural ecology of the surrounding regions. 

It is not uncommon for golf courses to be designed using grass that is not naturally occurring, nor flora that is native to the region. This results in golf courses not only becoming an artificial micro-environment, but also dependant on fertilizers and other growth stimulants for survival.

In fact on golf courses that are popular, there is a over dependency on these artificial growth stimulants to an extent that the very nature of the soil has changed and the ground is no longer arable for other uses.

It is sad that a sport, which was created to be very much, a part of nature has drifted so far away from its roots… But ALL is NOT Lost.

The aftermath of countless campaigning coupled with the jolt of golf development being banned across China, as spurred golf developers to become much more environmentally conscious.

Perhaps one of the biggest changes is the creation of the AUDOBON Society in America and the special rating given to golf course that follow sustainable methods of development and maintenance. The selection of Chambers Bay as a host sits for the 2015 US Open was another game changer, as these golf courses is recognized as one of the most environmentally sustainable in America.

In the past few years it is encouraging to note that both developers and golf courses designers are becoming more conscious to the local environment. In fact it is now not uncommon to find designers proposing to utilize such environmental zones as an integral part of the golf course. In most courses new ‘environmental buffer zones’ have been created to promote naturally occurring vegetation.

I have always believed that golf is one of the few sports that can truly be a blessing for any region, not just in its beauty, but also in its ability to protect and preserve local ecology; both flora and fauna. It is my belief that golf courses have a responsibility to the entire area it is developed in; not just to the few luck members. 

Modernising the Rules of Golf

2019 promises to be a big year for the sport of golf; not because Tiger Woods is on the comeback trail, but because the Rules of Golf are undergoing a fundamental change. It is an effort by the United States Golfing Association (USGA) and The Royal and Ancient (R&A), the twin Governing Bodies of golf, to modernize the rules; making it easier for beginners to understand and to speed up the pace of play. 

 This is a very bold step for a sport that is steeped in tradition and has hardly ever seen radical changes to the rules. The last major revision of the Rules of Golf was in 1984 when a 4-year cycle was introduced to update the rules of golf as well as the decisions to the rules of golf.

The modernizations to the rules of golf in 2019 continue in this cycle, but for the first time, the principles behind the changes is to make the rules of the game easier to understand and apply during casual rounds of golf.

Some highlights of the changes one can expect in 2019:

1)  The number of rules have reduced significantly from 34 to 24

2)  It is now easier for individuals to drop and replace a ball; a ball can be dropped from as little as 2 inches from the ground!

3)  In a non professional round of golf, if a ball is hit out of bounds or lost, you may drop a ball at the point where it crossed out of bounds or where it is lost rather than playing from the tee box again

You can now drop a ball from knee height not shoulder height

4)  You may now touch and move loose impediments in a bunker 

For a detailed list of the changes to the rules you may visit http://www.usga.org/content/usga/home-page/rules-hub/rules-modernization/major-changes/major-changes.html

The rules of golf are not easy to master, but it is these nuanced rules and high standards that set golf apart from other sports. I believe, unlike the critics, that modernization of the rules was desperately required. Though the Decisions Book to the rules of golf provides some clarity, it is never practical for recreational golfers to carry the Decisions Book to each game. In addition, interpretations became subjective to the expertise of individuals. Not many golf courses have access to certified Rules Officials, leaving interpretations to enthusiastic members who may not even be qualified.

This modernization of the rules comes at the right time, when the sport needs to grow and attract more individuals to learn the game. One of the most common deterrents to people who wish to take up the game of golf, is the extensive rules. It is heartening to note that the governing bodies have taken cognizance of this and responded in a timely fashion and in a manner that keeps the game enjoyable while the spirit of the game remains intact.   

Development on a landfill sites

In India Landfills have now become an environmental hazard. The metros are drowning under their own trash that is an estimated 60 million tons a year. The oldest landfill in India is located in Mumbai and covers 326 acres. In New Delhi the total acreage of all landfills put together is 500 acres.  In Bangalore villages in the periphery, where garbage was being dumped, virtually revolted against dumping into the already overflowing landfill.  These landfills are seemingly bottomless pits with most garbage being dumped directly into the landfill without proper segregation. The tallest working waste landfill site in India is the Ghazipur landfill that currently stands at over 50ft in height. 

One aspect that can be overlooked is the health of those individuals living in proximity of the landfill site. But most disturbing is the damage these landfill sites cause below the surface. It is documented that around the landfill site ground water is polluted and the nature of the land itself changes into being completely unusable for agriculture. Since most landfill sites are located in the rural areas, this is a tremendous disruption to the normal way of life and work for those communities, for no fault of their own.

So how can we manage a landfill site that needs to be closed? Most common is the compaction of waste and the creation of a pubic park on the site for the use by the community.

I propose another option for landfills closer to urban areas, which is the creation of a golf course. A golf course can elevate the profile of the area, improving marketability and raising the price of real estate. Land surrounding or facing the golf course can even be sold at a premium.

Though this may not be an ideal solution for a landfill site, this concept could work because it benefits the community through appreciation of land prices and as a source of employment (casual labor on the golf course and employment as caddies). As a model it can fit any size of land as little as 6 acres to as large as 100 acres. A recreational club can also be developed on the site, where memberships can be sold. Depending on the location of the landfill this can completely transform the landscape of such semi urban areas. 

Caddies - The silent heroes of golf in India

Who is a caddy? What is their role? These are the most common questions asked by juniors and novice golfers at any golf course across India. In fact many golfers in India take it for granted that caddies will be available and are surprised when this is not the case abroad; where they can be fewer and expensive to hire. It is safe to say that the Indian golfer is spoilt, but why is there is dichotomy? And how does a golf course effortlessly attract these individuals to work there? (the envy of many a golf course in the West and parts of South East Asia) 

In India, caddying is viewed as a life changing opportunity for below poverty line households. This is especially true for young adults who have been forced to leave school or unable to complete their education. Caddying offers these unskilled individuals the possibility of a job and steady income. Most caddy’s who start out at junior level earn between INR200-INR300 for a 18 hole round. A senior caddy can earn as much as INR1000 for an 18 hole round at most Indian golf courses.

This translates to an income of close to INR30,000 a month, which can be transformational for people without any education or skilling. Children of caddies can access education and caddies have even built a house with their savings.

Caddies in Action at the Delhi Golf Club

In the West, such unskilled casual labor would be mandated to receive the minimum wage, which is $8 an hour in America (or the equivalent in other countries) substantially higher than the minimum wage in India.

However, there is one major drawback to this casual income format, it is paid in cash. As a result it is not surprising that social habits such as gambling and drinking are prevalent amongst caddies in India.

Another difference lies in the manner in which caddies are perceived and treated in the West vs. India. Most golf courses in the west have a structured training program for caddies with clear policies in place for promotion and growth. In fact the training received at one golf course can at times result in a job at another golf course in a higher position such as a caddy master or an admin role in the tournament section. In India, on the other hand, caddying is viewed as only slightly better than casual labor on the golf course.

The lack of caddy training curriculum or institutes presents another challenge. Training of caddies now becomes the mandate of the golf course where they work. This task largely falls to enthusiastic members who conduct workshops to help caddies improve their knowledge of the game and rules of golf. For the most part, training is still ‘on the job’ for many caddies in this country. This leads to another problem; the issue of advancement and promotions.

Caddies are highly protective of the skills and knowledge they acquire and dissemination of this knowledge is rare. In the absence of certification, skill and knowledge levels of the caddy’s is not easy to asses, making it extremely difficult for caddies to transfer between golf courses.

The net result is that caddies employed at one golf course remain bound to that golf course practically for life.

I would like to conclude with a thought. As a Referee of golf in India, part of our responsibility as is to ensure that knowledge of the rules reaches as many golfers or people employed at a golf course, as possible. Golf Courses in India need to take a proactive step to formalize the training of caddies working at the golf course. It is in the interest of every golfer to improve and hone the skills of the caddies they interact with at golf clubs.

The recent movement by the WGAI (Women’s Golf Association of India) and the Chandigarh Golf Club to create a replicable model for caddy training, is a game changer

When I was in college, my late professor Ed Kelbel Jr. a PGA professional, instilled in us that golf is also a game of service; as professionals and players we are servants of the game and caddies are equally important as the players. If as players we imbibe these values it can lead to a transformation not just of the game but in the lives of many who work to make it possible to play the sport that we love. 

India’s Golf outlook for 2018 – 2019

The recently concluded India golf expo left visitors wanting more. The expo broke tradition by coming to Bangalore after a departure of more than 5 years. Needless to say that golfers in the city were excited for what was in store.

2 days of symposium with an expert panel providing participants insights into the sport from the construction, management and governance.

No expo will be complete without a selection of merchandise available for participants and visitors. Showcased were the latest and greatest from leading manufacturers such as Taylormade, Callaway and Footjoy.

2018-2019 is an important year for India. From a political point of view some key states are going to polls which will impact the general elections to be scheduled in 2019. From an economic perspective, India has been surviving on a consistent GDP growth of 7%. This is despite global pressure and increasing nationalist trade policies by important global markets.

Despite India’s noteworthy GDP, the economy has been hit by a few major shocks and the positive effects of these shocks are delayed. One major shock to the system came through demonetization, where over night currency notes were no longer legal tender. The next jolt came in the form of GST, the unification of indirect tax, though important made it very difficult for small manufactures and MSME’s to quickly adjust their processes to now conform to the new tax system. The constant altering of the tax rate by the GST council is a concern, however the in the long run this should ease doing business for large sections of the business community.  Unfortunately at present we are still at the beginning of this journey. Finally another reform that has had a tremendous impact on the economy is RERA. Real estate in India has been one of the main drivers of economic growth and forms the highest percentage of investment by Indians after gold. The net result is that real estate has a spectrum of businesses and developers to offer options at various price points. When RERA was announced for the industry, even though from a buyers perspective it is transformational, for an industry perspective it is over bearing, as it over night caused a major shift in the nature of the business. The net result has been a delay in the announcements of new projects by developers and prolonged slow down in the market.

In this scenario, the implications for golf are quite significant. In India, golf is an aspriational sport whose growth is fueled by increasing incomes and a burgeoning real estate climate. The physical development of the sport will always be constrained by market forces and political climate, however As stakeholders in the industry, we need to evolve golf to have a third fuel of growth. This is true more than ever this year as the country is in the run up the general elections of 2019.

Improving participation and encouraging beginners is one aspect the sport needs to address as part of this vision. The golf associations in India do their bit by encouraging junior development programs, however in private enterprise as well, this needs to be encouraged. One step in this direction would be more discussion on improving teaching methodology and golf coaching, seminars devoted to teaching professionals, where professionals can meet and share thoughts and ideas. In addition, golf also needs to penetrate into schools, in particular international schools where fees are higher and emphasis is placed on unique facilities on offer. This would help inculcate golf at the grass root level and work in tandem to what is organized at the associations.

In 2018-2019, as an industry we need to weather out this storm of stagnation and prepare ourselves for the turn around. On a world stage in January 2019,  the rules of golf are set of a massive game changing over haul. Perhaps this is the catalyst that the industry needs.

As stakeholders of this beautiful game it is our duty to weather out this passing storm and prepare ourselves for the growth. If we can make small strides in these areas, the industry will have strong platform, from which the next leap of growth can be made.

Golf - A Social Bridge

There are always two levels in every sport, the professional and the club/amateur level players. For any sportsman, competing on a level playing field with other players of the same skill level is itself a challenge; it is next to impossible to compete with professionals from the same sport discipline.

However this is where golf is very different from other sports.

All golfers around the world are held to a single standard in the form a Golf Handicap. A handicap is a numerical algorithmic number that indicates playing ability of the individual and is accepted throughout the world of golf. It is an assessment irrespective of age, gender and geography.

The handicap is issued by the host golf course and is valid at any golf course around the world, provided it follows the prescribed system accepted by the sport’s governing bodies, the Royal and Ancient (R&A) and the United States Golf Association (USGA). The software most commonly used by clubs is Golf Handicap and Information Network (GHIN).

Once a golfer has a handicap, depending on the range (a low handicap 0-10 is considered good and high handicap 15-25 usually needs improvement) it is possible for these golfers to participate in tournaments at the club level. In club tournaments their handicap is computed along with their score to arrive at their ranking for that tournament. Should golfers choose to pursue a career at the professional or amateur level, the minimum criterion is a low handicap of a prescribed level usually in single digits.

Interestingly, it is possible for a club golfer to play in a professional tournament as a ‘back marker’ nominated by the host golf club when there are an ‘odd’ number of players who make the cut to play in the final two days of a tournament. Of course, by not being a professional, one is not in contention for the prize.  Jeff Knox is one case in question and the tournament is nothing less than golf’s major tournament, the Masters. http://www.golf.com/tour-news/2018/03/07/rory-mcilroy-lost-rematch-augusta-club-champion-jeff-knox

This is what sets golf apart from other sports. It is possible to remove artificial hierarchies that exist as all levels players can compete with each other based on their handicap.  

Some could argue that this advantage is not apparent in the developing world where fewer people have access to golfing facilities. While this may be true and golf has a long way to go in these countries, another leveling factor is the emergence of professional players from the caddy group and club workers.

Some of India’s most successful golf professionals like Chikkarangappa from Bengaluru started out as caddies on a golf course.

So even in countries where the sport is underdeveloped the ‘Spirit of the Game’ lives on. Once you pick up the sport and adhere to its rules and etiquette, written and unwritten, all other barriers fall away. Your pedigree, economic or social status, caste, or religion are of little or no significance. All that matters is the quality of the golf swing and where the ball lands.  

This how golf builds bridges and is a great leveler at any age and any playing ability.