Inside PGA Branded Properties with Duncan Rougvie

Episode two of the IGTM Discovery Podcast explores how trusted brands, global standards and new commercial thinking are helping shape the next chapter of golf.

Host Tom Irwin sits down with Duncan Rougvie of PGA Branded Properties where the conversation moves into the commercial opportunities shaping the wider golf industry today.

Beginning his career in golf in sales and marketing, Duncan Rougvie joined Teeofftimes in 2011 as North of England Account Manager, before progressing into a Market Sales Manager role following the acquisition of GolfNow.

In 2017, he founded The Revenue Club, a consultancy focused on delivering online revenue strategy and marketing solutions for golf courses, before beginning work for one of the longest standing associations in the sport.

In 2023, Rougvie joined The PGA as Head of Commercial, where he now oversees the development and growth of PGA Branded Properties worldwide, which refers to venues where the PGA brand is licensed.

Speaking to Tom Irwin on the IGTM Discovery Podcast, Rougvie discusses how resorts and venues earn The PGA stamp of approval, why the brand resonates so strongly with consumers, how standards are maintained across properties, and how the rise of off-course, non-traditional golf is shaping the future of destinations globally.

There are a few ways that people typically arrive at this conversation.

It's often where someone's developing a new golf resort in a developing country, and they're thinking, what are we going to call this? What are the standards like? What's our market? They speak to me or one of our team, and we walk them through - what does it take to be a PGA Branded Property?

There are three different designations that we work in - We have PGA Branded Golf Courses, we have PGA Branded Golf Academies, and we have what we call a PGA National.

It varies depending on which one is which. PGA National is about the world's premier golf facilities. That includes everything from Gleneagles through to a project that we've got in Lisbon with the Details Group to breathe new life into the Aroeira golf courses and build a hotel and facilities. 

Our typical arrangements with golf venues are 10 years long, and it's really important that we work with them in a partnership throughout that time.

We know things ebb and flow, whether it's weather and drought that we've seen in lots of areas of southern Europe, through to global pandemics. There are ups and downs in golf and we are there to work with the owners and the operators to ensure that we're meeting all of the objectives we've got, which is to have this gold standard, a fantastic experience and golf operation, whether that's a resort or a club.

Some of our venues are golf clubs, often with some accommodation, but not a resort. A lot of them are resorts - and the resort picture is interesting because there's more stuff happening at resort level.

It’s not just golf resorts, it's golf and ‘other things’ resorts. We have a mixed bag on that front. All of the venues, we're in regular contact with our team to go and visit them. We work with our partners to deliver services throughout the year. They also get a suite of marketing rights and benefits to do communication back into our membership. 

Whilst there is familiarity, the reality is that the shorthand still exists, so people have to go over fewer hurdles to speak to one of our brands. If you're a new property – and you're trying to explain your story, it's particularly good because you're sat there under the same banner as The Belfry and Gleneagles and other great venues like Camiral.

They're all in that community - They all benefit from the collective class that's in the room. We can't get away from that people are quite tribal, and they like to cluster together, whether it's chains, groups, operators, or players that have certain golf courses licensed to them.

I think ours is one of the strongest. Every venue has to stand on its own two feet and deliver. We're not an operator, but we create an incredible banner that they come under, and we create a great community that is valuable.

A couple of years ago, we did a Golf for All report that started to put some numbers around the off-course golf market and there's an enormous pool of people interested in golf, doing golfing activities that are non-traditional.

Going to the driving range and using the technology, it's not on course, but it's definitely more golf than it isn't. There's this huge opportunity for The PGA on that side, and for the golf industry as a whole, because there's loads of people interested.

It's never been hotter as a sport, and there's never been more interesting ways to get into it that don't involve having to play on a golf course.

In terms of Branded Properties, it completely applies to them. Most of our Branded Properties either have or are currently exploring what range of technology they're going to put in. We have done a commercial partnership with Toptracer on that front.

It goes without saying that any top-level academy has got to have decent custom fitting and indoor studio facilities. We’ve partnered with Foresight Sports for a long time on that - one of the brands you'll see mostly used on tour, so real trustworthy technology for coaching and for fitting, for indoor opportunities. 

It is something we're really proud of. The Ryder Cup itself is in trust to The PGA, it's our cup.

The little guy on the top of it, Abe Mitchell was a PGA Member, Sam Ryder’s coach. Our history with that is huge and our history with a number of DP World Tour events and players.

Our venues continue to host DP World Tour events on a regular basis. I think we've had five Ryder Cups on Branded Property courses. We've had dozens of DP World Tour events. We have one this year at The Belfry again with the British Masters, but we've had the Italian Open last year at Argentario. We've had a bunch of them at a number of our courses.

When new brands or new developments contact us, one of the things that's often in their mind is, is this going to help towards my aspirations of being a marquee venue?

There are areas of the world where golf is ready to explode. Take a country like India. You've got (approx.) 1.4 billion people, a sports mad country, but really under-served in golf.

It's got a growing middle class. There are more people able to spend money on leisurely pursuits like golf, so there's this huge opportunity to develop.

One of the things that's really important is when you play better, you enjoy it more. The key to playing better golf is getting help and the best place to get help is through coaching with people who are properly trained.

Right at the top of the tree in trained PGA Professionals around the globe are the PGA’s Trainees and Members.

You’ve got Branded Properties with this amazing opportunity, with the facility and the backing of people who are really investing in golf, and then you've got the expertise to put in staff who really know how to unlock the value.

Listeners can look forward to:

• Duncan’s unique journey through the golf industry

• A closer look at what PGA Branded Properties really means

• Insight into how destinations and venues are using brand, quality and global reach to grow

• Thoughts on where golf is heading next, from resort development to technology-led experiences