Inside Golf : Inside Golf, May 2016
people 54 May 2016 | www.insidegolf.com.au Christian’s high-tech approach to golf Henr y Peters email@example.com @hsspeters AcAreer in the golf industry may have brought cobra Puma Golf Australasia boss christian Pegrum’s golf game to its knees, but his presence is lifting the company and the broader golf sector to a higher level of performance. The former electronics industry manager has brought a critical approach to business analysis since joining the ranks at cobra Puma Golf in 2012. A national sales manager at global technology company, Belkin, Pegrum was working with major companies including JB Hi-Fi, The Good Guys and Harvey Norman until he felt encouraged to change industries. “ The GFc hit and people realised that they couldn’t spend money on items like they were, so it was a good time to change industries and move into an industry I felt I would love and enjoy and I enjoyed playing golf,” Pegrum said. A member at Sandhurst club in Melbourne’s south-east since 2006, Pegrum has seen his handicap balloon from seven to double digits since 2012 as he has been shown and tried to master the many swings of golf. On a positive note, he’s brought a high degree of expertise to cobra Puma Golf in assessing how its different products are performing at golf outlets and pro shops. “I saw a great opportunity for me to take some skill sets that I had in my previous roles and bring it into this role,” Pegrum said. “Numbers are critical to business. To be able to get as much detail as possible with as much ease as possible, with the least amount of manual work required is the ultimate goal. We’ve become a lot faster in the way that we can access information, the level of detail that we can drill down to and the ease at which we can do that.” Despite improvements in the way that golf industry stakeholders record performance, Pegrum sees major room for improvement. He estimates the golf industry is 15 years behind other business sectors in terms of how brands and companies analyse reports and performance. “If I compare dealing with the likes of JB Hi-Fi or a Harvey Norman or The Good Guys, I could ask those customers for reports, detailed information on our brand performance, on their brand performance and we’d share that information with a view to help each other improve. I think the sporting industry as a whole is quite a way behind. I think because golf is a leisure sport, a leisure environment and people feel working in sport is a great opportunity, there’s not as much investment in up skilling, utilising technology, best practices from other industries and advancement. This is a great opportunity for us as a collective to grow.” Pegrum is also encouraging on-course pro shops to work harder to compete with off-course golf stores. He points to a widening gap driven by more golfers spending their money away from the golf course, which Pegrum argues is reinforcing an inferiority complex within smaller pro shops. “If you went back not too long ago, retail was 50 per cent on-course and 50 per cent off-course. The trend’s moving very quickly to off-course retail. The biggest gap comes from those off-course retailers realising to adapt and implement best practice retail as a general rule and leveraging off what consumer electronics do or FMcG [fast-moving consumer goods] do and apply that to their business.” The golf pro tends to have a mentality of, ‘I can’t compete with those guys, they’re bigger than me’. We’re certainly trying to help the golf pro to understand how they can invest in their business and grow their business.” “recently we have seen the parent bodies of golf (such as Golf Australia and the PGA) hire employees from other industries with a view to bring external views to golf, embracing best practice from other industries. This is a positive step in the right direction. We are also seeing our retail partners invest more in their systems, reporting tools and analytics. There is a great opportunity for golf to grow as an industry, and I am excited to be a part of that change to take this great game to the market in the best way possible.” • Endycott honours mother’s memory IT was when his iPhone began running hot with messages of congratulations during a Golf NSW State Team training session that Harrison endycott finally realised that his goal of making the Golf Australia National Squad had come to fruition. The elevation to the National Squad was a timely reward for endycott’s stellar play since the start of the year, a period where the Avondale member won an impressive swag of four prestigious titles including the Lake Macquarie Amateur, the Avondale Medal, the riversdale cup, and the South Australian Amateur classic. “It feels awesome to make the Squad. I put in so much work leading up to the summer. It’s definitely a nice reward being added to the National Squad,” endycott said. An honour also for the people that matter most in the 19 year-old’s life and blossoming golf career; his Dad Brian, coach Mark Paterson and endycott’s best mate, Paterson’s son, Ben. More importantly, however, it also honoured a commitment endycott had made to his mother Dianne, who passed away four years ago after a long battle with ovarian cancer. “IlostmymumwhenIwas15tocancer.Imadeitagoal of mine to represent my country before she passed away,” endycott reflected. “It was a very, very tough time – I went through a very, very dark place back then.” endycott’s mother had chosen to keep the severity of her condition away from her son as the heinous disease took its toll. “Mum had kept it from me for so long, I didn’t know it was life and death. She had known for a long time that her future wasn’t good. When I found out how bad it was, it was like a huge punch in the face for me.” With a loss of that magnitude in life, it was understandable for the then 15-year old to react emotionally in his own way. “I was very frustrated after mum died. I was rebellious at the time. I did get angry. No drugs or stupidity or anything like that, but I got up to a few things, and didn’t bother to show up at school quite a few times,” he said. It took a network of supporters and his dedication to the game combined with the thought that he could achieve something his late mother would’ve cherished that kept endycott from going any further off the rails. “Getting into the headspace I did then, well, without golf and the people I had around back then I would be a completely different person to who I am now.” “It was amazing the support and the friendship that I received. It gave me the drive to get on with life, move on, get better mentally and physically. It’s definitely what mum would’ve wanted.” Support, and friendship that came from a close circle of friends and family including his coach Mark Paterson, and Paterson’s son, Ben. “Mark is my godfather, and Ben had been through his own health problems and he fought through them. I look up to him. He was the guy that always got me back on track when it felt like life had punched me in the face. He’s like a brother to me.” Through it all, endycott’s father Brian has been a constant supporter, watching his son develop into an outstanding golfer. He couldn’t be any prouder of his son’s achievement. “Dad’s over the moon with how I’ve been playing, I’ve sacrificed a lot of time with him and in other areas of our life to get where I wanted to get to and he’s stoked that things are happening the way they have.” For endycott, achieving the honour of wearing his country’s uniform to honour his late mum has made his selection particularly special. “This is for her. She’s definitely up there somewhere looking on. Hopefully she’s proud of me. Hopefully she’s helping a few of those golf balls back in the fairway when I hook one here and there,” endycott smiled.
Inside Golf, April 2016
Inside Golf June 2016