Kuala Lumpur, Malaysia: One of the shining success stories of the Southeast Asian golf industry, MST Golf has embarked on its fourth decade with bold expansion plans.
Founded by childhood friends Ng Yap and KP Low in 1989, the company has established itself as the region’s leading golf services provider in retail and wholesale as well as successfully branching out into event management, corporate merchandising, golf academies and driving range and loyalty member programmes.
With more than 40 stores, 400 staff and an annual turnover of RM160 million (about US$40 million) in 2018, MST Golf boasts a 60 per cent market share of the golf retail business in Malaysia and Singapore.
Addressing staff, along with key clients and customers, during a lavish 30th anniversary celebration dinner at the Sime Darby Convention Centre this month, Ng and Low said they took pride in having built up the company and its burgeoning reputation for excellence and reliability on a platform of hard-work, trust and integrity.
Ng said: “We live by our core values – to be strong, be proud, be happy … and walk together. We cherish our business partners and the many close relationships we have developed that have enabled us to lay the foundations for the company’s growth.
“As the key assets of the company, we’ll continue to invest in our staff. With the speed at which our world evolves, it’s essential that we continue to re-invent ourselves with knowledge and best practices, to stay ahead and continue to redefine our consumer experience.
“The MST Group is now structured and strategically placed to expand aggressively on a regional basis.”
Testament to the esteem in which the company is held, MST Golf has worked with golf’s pre-eminent brands, acting as exclusive distributor or exclusive golf retail partner to Antigua, Calvin Klein Golf, Cutter & Buck, Daiwa ONOFF, Garmin, Honma, Hugo Boss, Majesty, Maruman, Mizuno, Nike Golf, PGA Tour, PRGR, PXG, Skechers, TaylorMade, Under Armour, Wilson and Yamaha. MST Golf is also a key retail partner to Acushnet, Adidas, Cobra, Ping, Puma and Srixon.
“We are pleased to work with the fastest growing golf distributor and retailer in the Southeast Asia region,” said David Abeles, TaylorMade Golf’s Chief Executive Officer, whose views were echoed by EurAsia Cup Director Charlie Tingey and Steven Thielke, Chief Executive Officer at TPC Kuala Lumpur.
Of the EurAsia Cup match play event that pits a European team against Asia, Tingey said: “MST Golf were an integral part of all three editions of the EurAsia Cup in Malaysia across multiple areas of the tournament delivery. They have been a trusted and valued partner whose professionalism and industry knowledge was greatly valued.”
Thielke added: “MST Golf is an amazing partner to us at TPC KL, operating the best and award-winning Pro Shop and Golf Academy in Asia.”
Through its MST Golf Superstores, which support a large golf specialist retail platform for all leading golf equipment, apparel and accessories brands to have own brand corners, the company provides a world-class shopping experience.
In addition to Superstores in Malaysia and Singapore and acclaimed online portal MSTGOLF.com, MST Golf operates Pro Shops at many leading golf and country clubs, enhancing service standards to their members.
Meanwhile, MST Golf’s Wholesale Division manages the distribution business above the retail platform, serving dealers across the Southeast Asian region. Additionally, MST Golf TechShop provides technical club fitting and services with state-of-the-art facilities and world class golf technology to meet the expectations of consumers.
Furthermore, MST Golf provides support services to a host of international professional tournaments in the region, notably the CIMB Classic, Sime Darby LPGA, Maybank Championship, EurAsia Cup and SMBC Singapore Open as Official Retail Partner and sponsor of equipment and/or apparel.
It has also been part of the company’s pledge to actively participate and support player development, especially in junior golf. The MST Golf Academy team of international teaching professionals develop and execute programmes from grass-roots initiatives for underprivileged children to nurturing local professionals.
MST Golf also manages several driving ranges, providing an environment to encourage more people into golf. The ranges also serve as a platform to engage with consumers for grass-roots programmes, including product demos, fittings and seeding.
These customer-focused principles gave birth to the ilovegolf loyalty programme, which now boasts more than 80,000 members.
MST Golf’s Corporate Golf Team offers a one-stop solution to companies wishing to use golf as a marketing platform to achieve their corporate goals, whether launching products, entertaining clients or meeting their marketing objectives.
As well as celebrating its 30th birthday in 2019, this year also marks the 10th anniversary of MST Golf venturing into the sports retail business with the establishment of MST Sports, and bringing Sports Direct into Malaysia as a joint venture agreement with the United Kingdom’s number one sports retailer. Together with sports retail business, the MST Group employs more than 1,000 staff and has the annual turnover of RM400 million (about US$100 million).
“The joint venture enabled MST Golf to learn and adapt best practices and disciplines in retail management for growth strategy, which has helped make the company more dynamic and stronger operationally,” said Low.
Ng added: “These are exciting times for the MST Group. As we enter our fourth decade, we have solid foundations for further development and expansion across Southeast Asia.”