School Teachers in the Middle East will now be able to deliver golf classes thanks to The R&A Unleash Your Drive in Schools Programme.
Golf Digest Middle East caught up with The R&A’s Phil Anderton and Neal Graham to discuss the vision of the game in the region
The R&A’s ambition is to inspire future generations to say: ‘I love golf’
Phil Anderton, Chief Development Officer
How has the role of The R&A changed and expanded in recent times?
The R&A governs the sport of golf worldwide alongside the USGA who have responsibility in the US and Mexico. We have responsibilities for governing the Rules of Golf, staging The Open and AIG Women’s Open as well as elite amateur championships and developing the sport.
The R&A has changed significantly over the last few years and we continue to evolve as an organisation. We have modernised The Rules of Golf and made them more inclusive through the introduction of Rule 25 which allows players with specific disabilities to play fairly with players who have no disabilities, the same disability or a different type of disability.
We introduced a unified global handicap system for the first time, we have enhance The Open and the AIG Women’s Open and crucially we implemented a modern and proactive business models which has given us financial stability meaning we can double our investment into the sport to £200 million over a 10-year period.
We are now three years into a new five-year strategy where we are focused on achieving our vision for the sport which is that golf is open to all people. We continue to be leaders for the sport encouraging it to modernise, change and adapt to a rapidly changing world. Golf has a golden opportunity post-pandemic where more than ever people want to enjoy healthy, social and fulfilling leisure pursuits. Now is our time to act to ensure more people are playing more golf well into the future.
Over the next five years we are placing particular emphasis on women and girls golf, sustainable golf practices, the promotion of golf and it’s health benefits as well as alternate formats of the game and modernised facilities. Our real ambition is to inspire current and future generations to say ‘I love playing golf’.
The R&A looks to encourage even more women to play golf and work in the industry
I have seen the number of golfers rise significantly, especially in recent years. How is The R&A helping grow the game?
Our recent participation figures show that golf continues to thrive post-pandemic. In 2022 there were an additional ten million golfers playing the sport worldwide, excluding the US and Mexico, since 2016, which is an increase of 34 per cent. There are now 39.6 million on-course adult golfers, across 9 and 18 holes, with the top-five golfing nations, outside of the US and Mexico, being Japan, Canada, Korea, England and Germany.
What is really exciting is that women now make up almost a quarter of adult registered golfers, demonstrating the positive impact of initiatives focused on promoting greater diversity and inclusivity in golf. I was delighted to note that recently the UAE became the first country in the world to have all its golf clubs sign The R&A Women in Golf Charter. I will be keen to see the impact this has on the growth of women’s golf in the country.
The participation growth has been aided by the important work of golf bodies like The R&A and Emirates Golf Federation do to drive participation initiatives and increase awareness of the benefits of the sport. There remains significant interest in golf and while we recognise that there are economic challenges due to cost of living pressures, it is important for everyone involved to do their best to keep existing golfers in the sport as well as continuing to drive new participants.
Golf it! is designed to be family friendly and encourage new golfers into the sport
As I have mentioned golf has a golden opportunity and it is important that we capitalise on that. Already we have launched initiatives that take The R&A down new avenues including the opening of Golf It! The R&A’s new community-based golf and entertainment facility in Scotland. It’s a new concept which is set to make golf more accessible and inclusive for golfers and non-golfers alike. It was launched in August and has already seen huge success with over two million balls hit on the range in the first three months of operation. We see Golf It! as a blueprint for how a modern golf facility should be and hope that more Golf It! style facilities will be created further afield.
The R&A’s Golf is Good campaign features international football star Gareth Bale
Golf and health has also been a significant focus of The R&A through ‘Golf is Good’, a new global project that we piloted in Wales last summer in partnership with Wales Golf. Featuring R&A global ambassador Gareth Bale, it used recent scientific research to promote the health and well-being benefits of playing the sport through cutting-edge animation. It is now being rolled out globally through other national associations and golfing bodies. The campaign in Wales produced positive results with 65 per cent of current golfers who had seen golf and health advertising playing more golf than usual in 2022, compared to 48% of current golfers who had not seen the advertising. Furthermore, 73 per cent of current on-course golfers were likely to play more golf because of the campaign.
Global superstar Niall Horan, a new initiative by The R&A, and Modest Golf to boost participation
Another significant project that we launched this summer, with the support of R&A global ambassador and music star Niall Horan, was Golf.Golf which encourages people to learn to play golf at a diverse range of golf facilities across Scotland. The initiative has been developed using extensive research into how to attract new people to the sport and is targeted specifically at those who already had or have an active interest in sporting activity but not necessarily in golf. The Golf.Golf digital platform provides an easy-to-use searchable list of all participating venues. Prospective players – from beginners to those who want to pick up the sport again – can use the platform to find their local venue and book sessions directly.
And the key objectives to help sustain and expand this growth through The R&A?
Our number one objective over the next five years is to increase the number of people playing all formats of the golf and get them playing more often. It is this objective which has driven projects like ‘Golf is Good’, Golf.Golf and Golf It!
These projects are all driven by extensive market research. We then take this research and create programmes which have been piloted in particular markets. We can then review and modify where necessary but more importantly we can take those programmes and work with other national golf associations to launch them in other countries. I think this is the real value The R&A can bring to golf internationally. We have the resources to undertake the research, to make sure programmes are evidence-based and then help golf associations with the local knowledge to deliver these programmes in their own countries.
And specifically in the Middle East region — how are you reaching more budding golfers?
The Middle East has become synonymous with elite level professional golf and even amateur golf with the recent staging of the World Amateur Team Championships. It is also a favourite golf holiday destination for many people. However, compared to many regions around the world, golf in the Middle East is still in the early stages of its participation development. But this also presents one of the greatest opportunities for growth worldwide and we are starting to see some very positive participation trends. Our recent global participation report shows that 9 & 18 hole golfer numbers in 2022 have risen by 62 per cent compared to 2020, by 100 per cent compared to 2016 and by 223 per cent compared to 2012. So I think we should acknowledge the successful efforts of the national golf associations in the Middle East to grow participation.
To help golf in the Middle East to continue to grow and to assist the national golf associations to take advantage of the current opportunity, The R&A has appointed Neal Graham as Regional Development Manager. He supports The R&A’s development strategy to engage and lead more effectively by working with national golf associations and other key stakeholders to drive the development of the sport within the Middle East. He provides organisations with support and advice in relation to grassroots initiatives, coaching, on and off-course facilities, pathways and high performance development, and staging professional and amateur championships.
Now almost a year into having a dedicated staff member in the Middle East, The R&A has seen the UAE become the first country to have all golf clubs sign the Women in Golf Charter, the introduction of a pilot of The R&A’s Unleash Your Drive in Schools programme and shortly we are about to host The R&A Middle East Golf Leadership Forum during the DP World Tour Championship.
Neal Graham. Ahmed Abdelwahab / Motivate Media Group
Neal Graham, Middle East and India Regional Development Manager
What is the active role The R&A takes to provide assistance in the region?
As Phil mentioned, The R&A works closely with the national golf associations and key stakeholders to support their development plans. Since I commenced this role, my focus has been on engaging with the national golf associations in the Middle East, listening and understanding the golfing landscape in their regions. Working together we have then identified key areas The R&A can support to develop programmes that make golf more appealing, accessible and inclusive.
In the UAE, working alongside the Emirates Golf Federation we identified the opportunity to create a pathway to introduce more children to golf. So, we are particularly excited to launch The R&A Unleash Your Drive in Schools programme in collaboration with the Golf Foundation, which is a six week beginner golf programme for students that can be delivered by teachers thanks to training from PGA professionals, easy to use resources and equipment which includes plastic golf clubs and soft foam golf balls. At the end of the six week programme students will have learnt the basics of golf as well as nine mental toughness skills which are integrated into the programme to positively impact their wellbeing. Those who wish to develop their golf skills further can join the Emirates Golf Federation junior programmes or those at local golf clubs.
Recently, we conducted workshops at Yas Links Abu Dhabi and the Tommy Fleetwood Academy at Jumeirah Golf Estates, Dubai. We had attendees from the UAE, Oman, Bahrain, Jordan and Lebanon, so we will start to see The R&A’s Unleash Your Drive in Schools Programme rolled out in the coming months.
Following on from the success of the schools programme, we are also aiming to launch the Golf Sixes League in Abu Dhabi to provide children with another opportunity in their golfing journey. Golf Sixes League is a proven junior golf concept which The R&A collaborates on across the United Kingdom, Europe and Africa.
Tell us more about the upcoming R&A Middle East Golf Leadership Forum
The R&A Middle East Golf Leadership Forum will take place during the DP World Tour Championship at Jumeirah Golf Estates, Dubai on Thursday November 16.
The purpose of the forum is to gather both industry and non-industry stakeholders from the Middle East region to network and collaborate on three key topics; golf and health, sustainability in golf and inclusion in golf.
Each session to being moderated by a leading figure and will feature panellists who can share with the audience their personal insights and experiences. We are delighted to be joined by Dr Andrew Murray, Chief Medical and Scientific Officer of the European Tour Group, Chris Gray, Head of Sustainable Agronomy – Asia-Pacific for The R&A and Tony Bennet, Head of Disability and Inclusion – IGF, President of EDGA and PGA Master Professional.
We hope to motivate and inspire the golf industry, to share best practices amongst colleagues but also to look at how golf can learn from other successful sports.
All 22 golf clubs in the United Arab Emirates have signed The R&A’s Women in Golf Charter. It becomes the first nation to achieve the feat
The R&A has a strong focus on women and girls golf, how are you bringing that to the Middle East?
The R&A is committed to increasing the number of women and girls both playing golf and working in the industry. In 2018 The R&A Women in Golf Charter was launched to inspire an industry-wide commitment to developing a more inclusive culture within golf. Since then over 1,300 organisations in 75 countries have signed the Charter. Something that all golfers within the UAE should be very proud of, is that earlier this year the UAE became the first country to have all golf clubs sign the Charter. Each club has set out its commitment to developing women’s golf at their facility and long term I believe we will start to see the number of women golfers in the UAE increase because of this initiative.
The UAE also now has five women from the industry participating in The R&A Women in Golf Leadership Programme which is aimed at supporting the development and progression of women who have the potential to become future leaders.
Nada Mir of Qatar (L) and Vanessa Richani of Lebanon (Ri) became the first players from their countries to compete in the Women’s Amateur Asia-Pacific championship
At an elite amateur level, we have also seen golfers from the Middle East start to emerge. This year The R&A staged the Women’s Amateur Asia-Pacific in Singapore with 85 players from 22 countries in the field. For the first time this year there was a competitor from Lebanon and Qatar in the Championship which has helped to inspire more women and girls in those countries to take up the sport.
And Greenkeeping training is also in the pipeline?
The R&A has partnered with the Asian Golf Industry Federation and the New Zealand Sports Turf Institute to provide a Certificate in Greenkeeping programme available to greenkeepers across the UAE. This programme is crafted for golf course staff who may not have formal education related to the knowledge and skills required to operate safely and efficiently as a greenkeeper on a golf course. The blended workplace learning will allow the students to apply the technical skills and processes learned to a variety of turf situations under the supervision of a qualified workplace supervisor throughout the one year duration of the course. The introductory course will kick start the programme at the The Montgomerie Golf Club from Monday 27th November to Friday 1st December.
Off course facilities are inspiring more people onto the golf course
There are many off-course facilities too, popping up. How does this help beginners get into the game?
The R&A’s research has shown across the globe that over a third of on course golfers were inspired to play on course golf by playing alternative formats of the sport.
The rise in popularity of off course facilities such as indoor simulator golf, adventure golf, mini golf, and driving range golf with tracker technology has a number of benefits to aid beginners getting into the sport. Firstly, they attract a much larger non-golf audience who traditionally would have not engaged in golf. The variety of the facilities and experiences on offer can assist in engagement being maintained. The facilities are friendly focused and are able to attract all demographics. We are fortunate that many of the off course facilities in the UAE offer professional instruction on site to assist golfers develop their game further and make the transition to the course should they wish to.
Off-course and on-course facilities working together on initiatives when able will help improve engagement for golfers and as a result increase the awareness of the sport and breakdown traditional perceptions.
