Basel, Switzerland: Golf course businesses should integrate their superintendent into the senior leadership team, believes Rhett Evans, Chief Executive Officer of the Golf Course Superintendents Association of America (GCSAA).

In the first of a new series of Syngenta’s Changing the Business of Golf podcast, Evans says golf businesses would benefit by superintendents having a seat at the table in operational, financial and strategic decisions.

“The golf course is the product,” Evans tells podcast host Gary Firkins. “Without it, there is no game and no golf business.”

Evans believes elevating the superintendent into higher leadership roles would result in better playing conditions, smarter investments and stronger alignment across organisations.

It is one of three key changes Evans proposes for the business of golf. He also calls for embracing Best Management Practices as a core business strategy and the building of more accessible and affordable green grass golf experiences.

“Whenever Rhett Evans speaks, it is worth listening to,” said Mark Birchmore, Syngenta Head of Global Marketing, Turf & Landscape. “His experience, insights and opinions are informative in a fast-changing industry where the need for new thinking, innovation and solutions is more prescient than ever.”

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*Syngenta is a member of the Asian Golf Industry Federation.