Singapore: A refocusing of priorities among golf-related companies in the wake of the Covid-19 pandemic has led to an upsurge in new members at the Asian Golf Industry Federation (AGIF).
Since lockdowns were enforced by Governments around the world in March, the AGIF, the region’s umbrella golfing organisation, has welcomed almost two dozen new members in a variety of categories.
“Like all industries over the past few months, the golfing industry has been forced to reassess, refocus and re-set,” said Eric Lynge, Chief Executive Officer of the AGIF, a not-for-profit organisation.
“What we have seen is that many brands are taking the opportunity to build their brand messages and equity as there is a larger audience online during the Covid-19 crisis.
“Consequently, many companies are looking to introduce and refine their brands to the Asian industry and plan for a robust presence at club and turf management events when they resume,” added Lynge.
To cater to the demands of existing members and encourage new ones, the AGIF has invested heavily in upgrading its online presence in the past few months.
“As we have been unable to stage our club and turfgrass management events across the region, we had to look at other ways in which to engage our members,” said Lynge.
To that end, as well as relaunching its website – www.agif.asia – and introducing a Covid-19 Resource section, the AGIF has focused on improving its relevancy via its LinkedIn and Facebook channels.
To further serve the industry, the Federation has also produced more than 20 podcasts and webinars, featuring many prominent figures from different areas of the industry.
Lynge said: “Our podcasts and webinars have focused on how existing AGIF member companies have coped during these unprecedented times – and how they are planning to remain relevant, successful and profitable in the future. The feedback we’ve received regarding the original content we’ve been generating has been hugely positive, among members and non-members alike.
“Not only is that reflected in the number of membership renewals that have come in, but also based on the fact that we’ve been able to welcome a significant number of new members into the AGIF fold.
“We are fortunate to have such an impressive list of companies that have been part of the Federation since it was launched 10 years ago.
“In the current circumstances in which the world finds itself, I think more companies are seeing the value and benefits of aligning with an organisation such as the AGIF, which is dedicated to supporting the industry in all areas.”
Among the companies that have signed up as members in the first half of 2020 are Brain Pool Technology, Dennis/Sisis, Golf Genius Software, Johnston Design & Agronomy, LinksAsia, Links Golf, Perrett Webb Golf Course Architects, Simplot and Sports Turf Solutions.
There have also been eight additions to the Facility Membership category – The Els Club Dubai Sports City, Clearwater Bay Golf & Country Club, The Jockey Club Kau Sai Chau Public Golf Course and the Hong Kong Golf & Tennis Academy, all in Hong Kong, Indonesia’s Ria Bintan Golf Club, Malaysia’s Royal Selangor Golf Club, Mimosa Plus Golf Course in the Philippines, and Education City Golf Club in Qatar.
In a new category that was created in May, the AGIF has also welcomed its first batch of individual members.
“The AGIF is uniquely positioned to serve and support the golf industry in Asia. Driven by a new and proactive Board of Directors, we are optimistic that we will continue to add to our membership roster in the second half of 2020,” said Lynge.