Inside Golf : Inside Golf October 2014
industry people 18 October 2014 | www.insidegolf.com.au L ong known for their innovative thinking and their mission to “Create the Best Performing Golf Products in the World” the TaylorMade adidas Golf Company remains a global leader of golf and sports technology. The company, which comprises TaylorMade, adidas, Adams Golf and Ashworth, not only produces some of the industry’s most advanced equipment and apparel, but is also known for its “out of the box” thinking around growing the game of golf; notably with the company’s former CEO (now President) Mark King famously introducing “Hack Golf ” to the industry; calling for the game’s rules to be eased for social players, including relaxed technology restrictions, tees placed halfway down the fairway to shorten up ever-lengthening courses, etc. Indeed, the company has always aimed to “Think differently” from the rest. With the recent appointment of new TMaG Pacific MD, Simon Homer, it appears that the company will soon be ‘challenging the norm’ on our shores as well. Homer, the former Head of Adams Golf in Europe, took on the top job here in Australia Richard Fellner firstname.lastname@example.org Thinking differently, moving the needle and “Lofting Up” Simon Homer, the new Managing Director of TaylorMade adidas Golf ’s Australia division, with some of the company’s revolutionary new products. with the hopes of building on the business’ untapped potential. “I really enjoyed Adams,” says Homer. “But the opportunity to come to Australia and run this business here was exciting. Not only because it is a place I’ve visited a number of times, but it’s also quite close to the European mindset. It’s a vast country but it still has that small relationship-based industry. So I felt with my skill set that I could come and make a bit of a difference here.” Though he has only just begun in the role, Homer, who brought his wife and two young children from the UK to Australia in July, has a few main goals that he is aiming to implement in the short term. Among these is for the business to better connect the brand with consumers and retailers, and make more noise earlier. “In the last couple of launches, we probably haven’t made enough noise prior to the launch. We’ve relied on sending it to our retail partners and then making the noise. Looking back, where we’ve been successful is making the noise prior to the product launches. So now we intend to engage with the consumer much earlier. People expect us to bring out the latest technology, but they want to know about it soon.” “We need to engage with the consumer again, a lot closer. As a global brand we’re very good at that, but locally we haven’t been as close.” Additionally, Homer aims to boost the retail side of the business. “From a retail perspective, we can get closer to our retailer partners. We have at times been distant and I believe we can represent the strength of our brands in a much more prominent way.” An example of the “future” retail goals of TMaG can be seen in the TaylorMade Performance Lab and showroom at the Melbourne Golf Academy, which Homer believes is important to showcasing the brand. “ When we started at MGA, the whole idea was to show people–retailers and consumers– how we would like to be represented. It may not be possible to roll that out in the whole industry, but that is our idea of what we should look like. Our Lab, from a technology standpoint and a fitting standpoint, How TaylorMade adidas Golf scored a ‘Homer’ in Australia GOLD COAST SUNSHINE COAST QUEENSTOWN, N.Z. Golf Tours INSTANT ONLINE QUOTES 24/7 HOT DEALS DISCOUNTED GREEN FEES NEW LOCATION QUEENSTOWN, N.Z Visit us today at: www.abovepargolf.com.au Call Michael now on 1300 798 552 or 0415 046 426 Email: email@example.com Create Your Own Dream Holiday Online!
Inside Golf September 2014
Inside Golf November 2014