12pp- Final Sport Plan EGP (Page 2) - England Golf Partnership

England Golf Whole Sport Plan 2005-09A New Plan,New PartnershipandNew InvestmentPrepared on behalf of thegame in England by theEngland Golf Partnershipwith the support of

Introduction1. THE ‘FOUR YEARS AHEAD’– ENGLAND GOLF 2005 TO 2009page1Under the umbrella of The England Golf Partnership;the EGU, ELGA, PGA, together with the support ofThe Golf Foundation and Sport England, have cometogether to produce a ‘Whole Sport Plan for Golf2005-09’ which follows directly on from the ‘Visionfor English Golf’, published in October 2004.This document highlights the work the sport needsto do from 2005 to 2009 towards becoming the‘Leading Golf Nation in the World’ by 2020.The three underlying and important principles are:[1] Plan for the ‘Whole’ Game:The plan has been developed by the game for the game and representsa fully costed framework for the development of golf in England overthe next four years. It provides the blueprint for organisations andindividuals within golf and outside the sport who are totally committedto the game at local and national levels.[2] Golfer Centred:The focus of the plan is centred on the golfer and not any oneorganisation, setting out a clear player pathway, based on newlyemerging ‘Long Term Athlete Development’ (LTAD) principles.This assesses individual golfer needs whatever age (5 – 75 years)or standard (beginner to Tour pro), regardless of whether he or she islooking to 'Start, Stay or Succeed' in golf.[3] Funding:For the first time ever, the plan represents one clear and succinctinvestment proposal for all potential financial backers of the gamein this country. Its target audience is wide ranging from thecorporate and commercial sectors, government departments,governing bodies and associations to golf clubs and individual golfers.Golf in England is one of the country’s top 10sports and on the up. However, following thesuccessful implementation of this plan, English golfhopes to see 11 significant changes by 2009.1. A GOLFER CENTRED, not an organisation centred, approach tothe sport’s development.2. Modern and forward thinking programmes making the sportmore INCLUSIVE and ACCESSIBLE to all.3. A sport that is continually encouraging its golf clubs to be moreCOMMUNITY AWARE and FAMILY FRIENDLY in theirapproach.4. A sport striving, in the long term, to become FINANCIALLYSELF SUFFICIENT.5. Effective delivery via a new ‘ONE VOICE’ structure – thatembraces men, women, professional, amateur, the able bodiedand disabled.6. Some 60 existing initiatives/programmes, streamlined intojust 3.7. A more systematic approach to achieving ENGLISHSUCCESSES in world golf – both in the amateur and theprofessional game.8. Innovative programmes running ‘ahead of their time’, basedon RESEARCH and analysis into the world’s all time greatestplayers, as well as current leading and emerging competitors.9. The first clearly understood player pathway in operation,relevant to all golfers, and founded on newly introduced‘LONG TERM ATHLETE DEVELOPMENT’ (LTAD) principles.10. A sport which maximises its opportunities to work with theemerging NETWORK of Specialist Sports Colleges, CountySports Partnerships and Regional Sports Boards.11. A sport demonstrating effective delivery against theGOVERNMENT’S SPORT AND HEALTH AGENDA.

2. ‘THE START POINT’ - ASSESSMENTLooking ahead towards 2020, the starting point forthis ‘England Golf Whole Sport Plan 2005-09’ hasbeen to:• Assess the game’s current areas for improvement• Benchmark England against other leading golf nations• Design future programmes in an innovative way responding tochanges in the game both nationally and globallyAreas for ImprovementThe ‘Vision for English Golf’ identified English golf’s weaknesses –or its “18 holes”’ – mapping out “The Course Ahead” to rectify eachone over the next two decades to the year 2020.A subsequent audit of strategies and programmes currentlyrunning shows that there are in excess of 60 differentdevelopment initiatives presently in existence. Findings alsohighlighted no overarching strategy for the game in England,or indeed a player pathway had previously been developed.Specific blueprints for facilities; ICT (Information andCommunications Technology); club development; volunteering;player education; and the marketing of the game were also in theirinfancy. The lack of ‘reliable’ baseline participation figures was alsoapparent. Finally, although a commitment to working towards itwas in place, no ‘one voice’ structure for the English game hadyet to be agreed.England v CompetitorsResearch and analysis into the world’s all time greatest players, andEngland’s current leading and emerging competitors – particularlythe USA, Sweden, Korea, Spain, Australia, New Zealand and France –has been used in the development of the plan.Key headline findings were:Key Findings1. Golf is a ‘20 year sport’InnovationAn innovative approach has been taken in thedevelopment of this plan, with a constant eye on newapproaches. Incorporated for implementation are playerand coach pathways, with all delivery programmes alignedto the Long Term Athlete Development model (Balyi, 2001).The need for a more proactive approach to high levelpolitical lobbying and networking, raising topics such asgolf’s input into the National PE Curriculum, and golf inthe Olympic Games, has also been identified. 10 millionparticipants; the introduction of new initiatives such asvirtual golf; and dedicated staff working towards 20% ofall club membership being under 18 years, are otherpotential targets.The Plan introduces a totally innovative approach to golf’sfacilities. Although a huge range of existing facilities exist(some 1,915 courses and 400 driving ranges), the futuregrowth of the sport may well hinge on a new breed offacilities emerging:• where casual, family and leisure golf are encouraged• where participants can play 3, 6, or 9 holes in the timethey have availableThese concepts all require research, industry support andprogramme development.Evidence / SourceAn analysis of the best men and women golfers in the world, dating back to Bobby Jones, shows that it takeson average 20 years from starting the game to winning a major – the exact figures being:Average starting age - 8.28 yrs (men), 9.1 yrs (women)Average age turning pro - 22.73 yrs (m), 22.43 yrs (w)Average age winning first major - 31.3 yrs (m), 25.55 yrs (w) (Source: PGA, 2004)"Exposing more people of all ages,abilities and backgrounds to golf issomething that I’m absolutely passionateabout and that’s why I’ve invested somuch of my own time and resources intothe development and success of the FaldoSeries. I’m particularly pleased that myown initiative has been recognised by theEngland Golf Partnership and will form akey part of identifying and nurturing thenext generation of golfing champions.It has always been my intention to assistin bringing golf to as broad and varied anaudience as possible and I'm sure that thelaunch of the England Golf Partnership’sWhole Sport Plan will help the game movetowards achieving exactly that."Nick Faldo MBE2. When jointly organised, the men’s and women’s gamescan learn/support one another more effectively.American ‘Golf 20/20 Vision For The Future’, 2000 Swedish Golf Federation Strategy, 2004.Also Korea, New Zealand, France.3. A seamless and clearly understood pathway can helpguide player development.Swedish Golf Federation Strategy, 2004. Also Australia, New Zealand.page2

3. ‘THE REVIEW POINT’– KEY PERFORMANCE INDICATORS (KPIs) 2009Seven headline KPIs will measure overall progress towards the 2020 vision come2009 as follows:ENGLAND GOLF’S 2020 VISIONTo be the leading golf nation in the worldSTART“Providing opportunities foreveryone to experience golf“STAY“Increasing the numbers ofregular players“SUCCEED“ Players winning at all levels “KPI 1PARTICIPATIONTo increase the number of individualsplaying golf by 5%KPI 2CLUBS40% of affiliatedgolf clubsaccredited to‘GolfMark’KPI 3CLUBMEMBERSHIPTo increase thenumber of activemembers ofaffiliatedgolf clubsby 40,000KPI 6INTERNATIONALSUCCESSMEN PROFESSIONAL1 in World top 20.3 in World top 50.1 English player in the top5 of a major & top 5 ofthe European TourOrder of Merit.WOMEN PROFESSIONALLadies’ European Tourevent winner.MEN AMATEURMedallists World AmateurTeam Championship &Men’s/Youth’s EuropeanTeam Championship.KPI 7ENGLISH PLAYERSREPRESENTINGGB & NI / EUROPEMEN PROFESSIONAL4 of 12 (33%) ofRyder Cup Team.WOMEN PROFESSIONAL2 of 12 (10%) ofSolheim Cup Team.MEN AMATEUR3 of 10 (30%) ofWalker Cup Team.WOMEN AMATEUR4 of 8 (50%) ofCurtis Cup Team.WOMEN AMATEURTop 5 Espirito Santo.Two winners of a Major.KPI 4COACHESKPI 5VOLUNTEERSTo have 5,200 qualified paid and volunteer coachesTo have developed a volunteer strategy by 2006, and implement it to 2009page3

4. ‘THE WHOLE PICTURE’– PLAYER PATHWAY AND PROGRAMMESThe first ever player pathway in golf that will impact on people playing the game, aswell as a series of ‘Underpinning Programmes’ which will provide a firm foundationon which to develop, maintain and grow the game:754530211816141295yrsSTART1.‘ Start England Golf ’ PROGRAMME1.1SchoolLinks1.3Get into Golf- adults1.2StartGolfSTAY2.‘ Club England Golf ’ PROGRAMME2.1ClubSupport2.2PlayerSupportSUCCEED3.‘ Team England Golf ’PROGRAMME3.3Team England Golf3.2England Futures3.1Emerging EnglandTraining to winTraining to trainFundamentalsTraining to competeLearning totrainRetention4.1 Facilities4.2 ICT4.3 Sports Science & Medicine4.4 Education & Careers4.‘ Underpinning ’ PROGRAMMES4.5 Good Practice4.9 Volunteers4.6 Research & Development4.10 Long Term Athlete Development4.7 Workforce Development4.11 Commercial/Marketing Plan4.8 Coaching InfrastructureLong Term AthleteDevelopment (LTAD)Stagespage4

5. ‘THE PROGRAMMES EXPLAINED’The programmes described in this section representthe full golf development proposals to be deliveredthrough the England Golf Partnership. To bedelivered in their entirety, the England GolfPartnership needs to secure additional resources.Reference should also be made to Section 8 onFinance.[1] Start – ‘Start England Golf’The aim of the programme is to provide everyone –no matter how old – with the opportunity toexperience the game of golf.[1.1] ‘School Links’Golf currently sits outside of the National PE Curriculum in spite ofbeing a top ten sport. Getting golf played in schools is therefore centralto the success of its overall future development. It is planned toprovide school teachers at all levels, with the appropriate resources toassist in the delivery of golf in the school environment.The ‘School Links’ programme will provide schools with grant aid,equipment, learning resources, training and officer support to enablethe new network of School Sports Co-ordinators (SSCs) to deliver golfwithin the school environment. The programme will also incorporatethe existing ‘Tri-Golf’ initiative aimed at introducing children to golf inprimary schools. A new competition - ‘Golf X-treme’ – will also beintroduced to this age group.[1.2] ‘Start Golf’Programmes aimed at school age children but delivered outside theschool environment include:‘Golf Roots’ - a development programme supporting localauthorities in the delivery of golf in inner city areas.‘Junior Golf Passport’ - a structured learning programme aimed atencouraging children to transfer from school based coaching to clubbased coaching.‘Community Golf Assistance Scheme’ a programme toprovide youth groups, golf facilities, local authorities and communitygroups with grant aid, equipment, learning resources, training andofficer support, to deliver golf within the local community.The ELGA ‘County Grant Scheme’ assists the provision of girls’ golfactivities via counties at a local level.The Under 18s programmes will also be supported by initiatives such as‘Starter Centres’ and ‘Leadership Training’.[1.3] ‘Get into Golf - Adults’‘Golf Passport’ is the primary development scheme for adults thatprovides an entry vehicle for older participants (over 18 years of age)to transfer from beginner coaching to club based playing opportunities.[2] Stay – ‘Club England Golf’The aim of this programme is to increase thenumber of regular players playing the sport.[2.1] ‘Club Support’The ‘Junior Golf Club Support Package’ is designed to encouragegolf clubs to be involved in ‘Junior GolfMark’. This includes juniorcoaching grant aid, a junior handicapping scheme, junior organisers’handbook, officer support, child protection information, fixtures list, acompetition database and information seminars. The package can beadapted by appropriate facilities other than golf clubs.The ‘Continuing Professional Development for Golf ClubSecretaries and Managers’, programme will inform Secretariesand Managers on the areas of golf club management and issuesrelative to the Whole Sport Plan. As part of the Sport England‘ClubMark’ initiative, the ‘Club Development Programme’ is anational accreditation programme to identify junior and adult friendlyclubs. The criteria includes coaching and playing, the club environmentand structure, as well as duty of care, child protection and other legalissues.page5

[4.2] ‘ICT (Information andCommunications Technology)’Resources allowing, the provision of an Information andCommunication Technology system which enables the England GolfPartnership to measure and evaluate progress against the ‘WholeSport Plan 2005-09’, and for individuals to plot their progress withinLong Term Athlete Development (LTAD) is seen as an important partof the plan.[4.3] ‘Sports Science and Medicine’This programme will provide appropriate training equipment andsupport to all golfers, but particularly those on the ‘Team England Golf’Programme.[4.4] ‘Education and Careers’A strategy covering the education and careers of golfers within theStay and Succeed programmes of the ‘Whole Sport Plan’ is essential.It will be designed to promote opportunities in higher and furthereducation (including golf related courses and integration with the TASS(Talented Athlete Sports Scholarship) programme as well as careeropportunities in golf and will include the development of a PerformanceLifestyle programme for golf should resources allow.[4.5] ‘Good Practice’The approach to Child Protection will build on the work started by theChildren in Golf Working Group (CIGWG), and the appointment of aChild Protection Development Officer. Golf will establish a ChildProtection Policy that organisations, counties and clubs have beeninvited to sign up to, and intends establishing a Child ProtectionImplementation Plan. Having already achieved the Preliminary Level ofSporting Equals’ ‘Racial Equality Standard’ under the Golf Equity Group,the plan is for golf to achieve the advanced levels of the new EquityStandards by 2009.[4.6] ‘Research & Development’[4.7] ‘Workforce DevelopmentPlanning’The programme will establish a picture of the workforce in golf and itstraining and development needs. A partnership with SkillsActive will beestablished to implement the plan produced.[4.8] ‘Coaching Infrastructure’Working with sports coach UK, the PGA has been identified as thebody in golf that will lead the development of the UK CoachingCertificate. This is due for implementation by 2007 and is an initiativebeing developed within the GB&I structure, but with the delivery andprovision of qualified tutors, assessors and verifiers by each individualcountry.[4.9] ‘Volunteers’The proposal here is to develop a comprehensive, appropriate andsustainable volunteer strategy by 2006 for implementation from 2007onwards.[4.10] ‘LTAD (Long Term Athlete Development)’Initial work in LTAD has identified that golf is a ’20 year sport’ wheretalented players now need to be identified as young as 9/10 years old.The implementation of a Long Term Athlete Development playerpathway within golf backed up by appropriate coach education andcompetition structures is seen as the backbone of this ‘Whole SportPlan 2005-09’.[4.11] ‘Commercial/Marketing Plan’This Plan identifies the need for a fresh Marketing and CommunicationsPlan to brand, sell and inform all stakeholders about ‘England Golf’.The philosophy is to modernise the image of the sport, attract newmarkets and revenues, as well as servicing existing ones better.page7This is to ensure procedures are in place to measure and monitorprogress against the Plan’s KPIs and to identify futuredevelopments for golf in England. The Year 1 programme will focus onthe production of a comprehensive ‘Golf Industry’ report for England.

6. ‘IMPLEMENTATION PROCESSES’Delivery of the programmes will be led by theEngland Golf Partnership (EGP) – a Limited LiabilityPartnership between the English Golf Union (EGU),the English Ladies’ Golf Association (ELGA) and theProfessional Golfers’ Association (PGA), with thesupport of the Golf Foundation (GF) and SportEngland. Major milestones identified over the2005-09 period to guide future change, leading tothe optimum delivery structure for the future, are:When?By start Year 1(April 2005)What?England Golf Partnership formally established.Communication• Widest possible communication of the plan inside the game• Widest possible communication of the plan outside the game• PR & media strategy in place• ‘England Golf’ brand developed and marketedGood Practice• Effective child protection policy• Effective equity policyBy end Year 2(March 2007)By end Year 4(March 2009)Separate EGU, ELGA and Golf Foundationmodernisation reviews complete with findingsimplemented.The most effective structure for co-ordinated,integrated delivery of the plan’s programmesfor the game identified and implemented bythe EGU, ELGA, PGA and the Golf Foundation.7. LEARNING AND GROWTHTo develop and support the people in the game,whatever role they play, as well as the networksthey work in, the key actions will be:For Golf’s PeopleThe process of implementation itself will fall underfour key themes:Operations• A shared strategic direction for golf• One annual operational plan for golf development• Delivery through existing organisations maximised• Performance reviewed against strategic targets• Expansion of the game’s development ‘field force’Partnerships• Incorporation of the EGP as a formal partnership• Clear organisational roles and responsibilities in place• Strategic alliances built• Core activities, eg. handicaps and competitions retainedthrough existing bodies.• Annual Open Forum staged to consider progress• Promoting skills development• Engaging staff and volunteers in the plan and success• Ensuring leadership for the future• Implementing the new UK Coaching Certificate for coachesand teaching professionals• Providing education and careers guidance for playersFor Golf’s Network• Establishing a facilities strategy• Establishing a volunteer strategy• Undertaking further research and development• Enhancing the network’s capabilities• Modernising golfing organisations• Establishing a performance management culturepage8

INVESTMENT PROPOSALConclusionThis plan, therefore, not only sets out the strategicdirection for the next four years, but represents aninvestment proposal for those interested insupporting this exciting future for golf.The emphasis for the next four years will be on thefollowing actions:IMPROVING EFFICIENCY• Establishing effective financial processes• Aligning resources with strategic priorities• Maintaining cost efficiency• Establishing clear funding agreementsINCREASING REVENUE• Establishing a commercial strategy• Maximising external funding• Increasing the funding contribution from golf• Aiming for self-sufficiency in the funding ofthis planGolf is one of England’s most popular sports,currently enjoying unprecedented success, andthe Whole Sport Plan provides its first evercomprehensive business plan for the sport.A ’New Partnership’ and ‘New Plan’ to 2009heralds a new era for the game with the injectionof ‘New Investment’ and a re-energised focus toraise additional funds.The EGU, ELGA, PGA and Golf Foundation haverecognised the benefits of establishing onestrategic direction for golf development.Collectively they will ensure the progress anddelivery of joint initiatives is further enhancedthrough the newly established, jointly ownedEngland Golf Partnership, which focuses purely ongolf development.Sport England has recognised the progress thathas been made and invested over £2m per year inthe sport. £1.2m over 2 years has also beenattracted to support club development from theCommunity Club Development Fund.The Whole Sport Plan therefore marks a newpartnership for golf development and provides thebasis for new investment in the sport.Whether you are a player, coach, spectator or apotential investor, whatever your interest in golf,we hope you will join us in driving the sporttowards achievement of our shared vision ofmaking England “the Leading Golf Nation in theWorld” by 2020.page10

England Golf Whole Sport Plan 2005-09The Professional Golfers’ Association (PGA)National Headquarters, Centenary House, The De Vere Belfry,Sutton Coldfield, West Midlands B76 9PTTel: 01675 470333Website: www.pga.infoThe English Ladies’ Golf Association (ELGA)Edgbaston Golf Club, Church Road, Birmingham B15 3TBTel: 0121 456 2088Website: www.englishladiesgolf.orgEmail: office@englishladiesgolf.orgThe English Golf Union (EGU)The National Golf Centre, Woodhall Spa, Lincolnshire LN10 6PUTel: 01526 354500Website: wwwenglishgolfunion.orgSport England1st Floor, Victoria House, Bloomsbury Square, London WC1B 4SETel: 08458 508508Website: www.sportengland.orgEmail: inquiries@sportengland.infoThe Golf FoundationFoundation House, The Spinney, Hoddesden Road,Stanstead Abbotts, Hertfordshire SG12 8GF.Tel: 01920 876200Website: www.golf-foundation.orgEmail: development@golf-foundation.orgwith the support of