Australian Golf Industry Council's newsletter - Winter 2015 edition

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Spring 2015 edition

From the Chair

New AGIC Chair - Brian Thorburn, CEO, PGA of Australia

Welcome to the Spring 2015 edition of the Australian Golf Industry Council (AGIC) update.

Since being elected as the Chair of AGIC late in 2014, we have been busy developing several new initiatives. One is our new research project to be conducted by Repucom with a focus on understanding the golf consumer better - more on that below.

We have also completed a strategic directions process. As the peak industry group for golf in Australia, it is time to refresh our focus and make sure we are working on the most important and strategic initiatives for our sport. Our long term core purpose since forming in 2006 is to work in a more coordinated manner for the common good of the game. With several projects and multiple opportunities to be considered, our task is to focus on the key activities we can all pursue and support. In the coming months we will communicate in more detail our new Strategic Directions.

A key engagement for AGIC is with the Parliamentary Friends of Golf group. We have already held a few key activities in 2015 and have more scheduled for this year and early 2016:
19 August 2015 - Breakfast briefing for Federal MPs  - early findings from new golf consumer research, Canberra
30 December / 1 December 2015 - Elite golf in Australia briefing, Canberra
1 February 2016 - Premier's Cup, Charity golf event, Royal Melbourne

Please feel free to forward this newsletter to people you think would be interested to be kept in touch with news and updates from the AGIC, or they can sign up direct using this form to be added to the distribution list.

Kind regards

Brian Thorburn, Chair AGIC
CEO, PGA of Australia

Victorian Government & AGIC tee off for charity

AGIC is proud to announce the inaugural ‘Premier’s Cup’ to be held in Melbourne in February 2016 to raise money for the Royal Children’s Hospital.

Hosted by the Premier of Victoria, The Hon Daniel Andrews (pictured above with Jarrod Lyle), in conjunction with AGIC, the Premiers Cup will be held on 1 February 2016.

Premier, Daniel Andrews said the event will be a wonderful opportunity for the 'who’s who' of Melbourne business and industry to support a fantastic cause – The Royal Children’s Hospital.

“We all have a special place in our hearts for the little heroes at the Royal Children’s Hospital. This charity event will bring together golfers from all walks of life to do their bit for a worthy cause.”

Chairman of the AGIC and PGA of Australia Chief Executive, Brian Thorburn said the inaugural Premier’s Cup is an exciting step in combining the golf and business communities to promote the game while supporting the Royal Children’s Hospital, Melbourne.

"The day will bring together people from all parts of the community in a very special way. The common goal is to raise money for an integral organisation that holds a place in the hearts of Victorian families.”

Corporate teams will be allocated a politician or celebrity for the tournament with a gala dinner to be held at Royal Melbourne following the conclusion of the golf day. For more information contact David Pryles at the PGA on 03 8320 1911, e:

After an extensive tender process, the AGIC appointed Repucom to develop a significant piece of research.

AGIC needs to gain a clear understanding of golf playing habits and attitudes in Australia. There has been a disjointed approach to data collection in recent years in the golf industry and a key outcome is to deliver one source of information designed to drive industry activity. We have already seen key findings and will communicate this to the industry over the coming months.

The overall objective of the project is to understand playing habits among all golfers and barriers to increased participation. This research is pivotal to underpin the AGIC's key strategic directions and understanding of how to grow the game. 

AGIC Directors have identified that developing a strategic approach to international golf tourism provides a strong opportunity to driving economic growth.

Plans are underway to work with Tourism Australia to identify potential projects for collaboration to grow tourism numbers and leverage the quality golf product here in Australia.

Next steps will continuing discussions with Tourism Australia with a view to leverage Australia's free trade agreements with several countries including China.

Late last year the Directors of AGIC determined that including a representative from public golf courses would support a more inclusive level of thinking to AGIC's activities.

From consultation within public courses across the country, Anthony Lawrence from ClubLinks (pictured above) was invited to attend as an observer of AGIC meetings in 2015.

AGIC looks forward to a more formalized arrangement and have long term strategic engagement with public courses over the coming years.



Since our last update, the Hon. Sussan Ley MP has been appointed Minister for Heath and Minister for Sport.

AGIC congratulates the Minister on her appointment and the AGIC looks forward to ongoing engagement regarding the importance of golf in Australia and its positive health and economic impacts.

More rounds played by Australians

Golf participation is on the rise across Australia with golf club members playing an increased number of competition rounds in the last financial year.

The latest national competition rounds report released by the Australian Golf Industry Council (AGIC) produced some positive information for those in the golf industry.
Across Australia approximately 14.4 million rounds of golf were played in the 2014/2015 Financial Year which was a 3.6% increase over the same 12 month period in the year prior.

“This is a fantastic result for the entire golf industry, more competition rounds being played helps every area of the industry and will ensure golf in Australia continues to thrive,” said Brian Thorburn, Chairman of the AGIC and CEO of the PGA of Australia.

“We often hear of the success of our international golf stars but it is equally as important to publicise the success of grass roots golf in Australia.”

While the final quarter results showed the industry took a hit delivering a rare drop in rounds of 2.2% across the country this was an anomaly on the rest of the year with eight of the 12 months demonstrating competition rounds growth month-over-month. For the full media release click here

SOURCE: AGIC Rounds data annual report to June 2015

Last year, the Federal Parliamentary Friends of Golf group was formed and the AGIC was pleased to host the group as part of Hearing Awareness Week.

Top photo 1 (l-r): Brian Thorburn, AGIC Chair; Jack Besley, World Number 1 deaf golfer; Steve Irons, Chair Parliamentary Friends of Golf.

AGIC has continued to engage with the Friends of Golf group with a breakfast briefing on 19 August in Parliament House, Canberra. Top photo 2 (l-r): Brian Thorburn, Karen Lunn, Stephen Pitt.


AGIC Directors & Members

Pictured from left to right:
Golf Australia, CEO - Stephen Pitt
Golf Australia, Golf Development Director - Cameron Wade, 

Society of Australian Golf Course Architects - Paul Mogford
PGA of Australia, CEO- Brian Thorburn, AGIC CHAIR
Australian Sporting Goods Association, Executive Director - Shannon Walker
Australian Ladies Professional Golf , Executive Director - Karen Lunn
Clublinks, CEO - Anthony Lawrence, AGIC Public Course representative
PGA of Australia, Chief Membership Officer - Gavin Kirkman
Australian Golf Course Superintendents Association, General Manager - Peter Frewin
Golf Management Australia,
 Executive Director  - David Allen


If you would like more information about AGIC contact please visit or contact:
Secretariat: Jennifer Cromarty
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M: 0413 241 033,


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