February 3: Signature Group has concluded a Strategic Plan for the Asian Golf Industry Federation (AGIF), establishing the next steps in the development of the organization as an industry leader in the unique and diverse Asian golf marketplace.
In early December during the PGA Merchandise Show of Asia in Shenzhen, China, the Asian Golf Industry Federation’s Board of Directors met with Signature Group CEO Bruce Lucker to discuss and review the Strategic Plan as the organization moves into 2014 and beyond. The region has drawn vast interest, indicated by more than 15 tournaments on the PGA Tour, European Tour and LPGA and with The Presidents Cup scheduled for South Korea in 2015.
“This Strategic Plan offers a successful path for our organization to provide long-term benefits to the industry in the region,” said Tim Trinka, President of the AGIF, based in Singapore. “This is a big step for us to become even more of a leader in golf. The Signature Group has given us the roadmap, and now it is up to us to start driving. We are closer to our biggest goal – to be the place to go for reliable research, education and engagement for the golf industry in Asia.”
The primary objectives of developing a Strategic Plan included expanding and diversifying the AGIF’s membership base, defining the tangible benefits that come with membership and enabling the Federation to financially sustain, prosper, grow and fulfill its rich potential.
The Signature Group used internal and external analysis, developed strategic options and identified the assets to invest in. Interviews were conducted in Singapore during a two-day Board of Directors retreat and at The Presidents Cup last October in Columbus, Ohio, through one-to-one interviews and via member surveys. AGIF documentation and financial statements and Asian golf industry research were reviewed.
An overlying suggestion from those interviewed was to change the goals and objectives of the AGIF to re-define a broader mission and key objectives going forward.
“The AGIF is positioned to become the authoritative golf organization in the Pan-Asian region,” Lucker said. “Tim Trinka and the Board of Directors are committed to growing and achieving that success, and we look forward to continuing to work with the AGIF to make that happen.”
The wave of modern golf development in Asia began in the 1960s, approximately 130 years after the first Asian course was built in India in 1829. Estimates indicate there are currently more than 4,600 courses in Asia, with many new courses in various stages of development, an upward trend in direct contrast to flat market growth through much of the rest of the golf world. China and India are among the world’s largest economies, and within the next decade Asia is expected to have more than 50 percent of the world’s population. Already, more Chinese (39.7 million) are watching golf on television that in the U.S. (24.8 million).