Team takes the UK Business Networking scene by storm
Professionals are shunning the ‘forced’ nature of traditional networking groups for a more relaxed approach on the golf course.
New networking group “FORE” Business, which was only launched in spring this year, is quickly gathering support for this more ‘natural’ approach to doing business. We caught up with the team at “FORE” Business; Sean Fergusson, Arron Busst and Michelle Kelly to find out what it’s all about.
What is the aim of “FORE” Business?
SF: To encourage business associates, suppliers and friends to play more golf and build meaningful business relationships.
AB: Yes, it’s a genuinely useful blend of networking, golf membership and business entertainment opportunities.
Where did the idea come from?
MK: Sean and Arron came up with the idea over round of golf. They told me and, after a bit of research, we could see it was worth pursuing.
SF: Yes, we were wondering how to fit more golf into our busy family and professional lives. We’re both huge believers in the value of networking and the Golf Club is one of the oldest networks in history.
AB: We realised we needed to find a way to harness the old-fashioned notion of the ‘old boys golf network’ and rejuvenate and update it to fit with modern life and modern business practices.
Isn’t golf a bit of an old man’s sport? Is there much demand?
MK: On the contrary the UK is Europe’s golfing capital. We have the most youth players (well over 100,000) and an increasing percentage of female players too.
AB: The UK also has the most golf clubs in Europe which shows there is demand. Plus, and I think this is really important, these groups are introducing more people to golf. People who might have been too intimidated to join a Club or who couldn’t justify the cost of full membership now how a reason to go along, play, learn and improve – all the while forging genuinely useful business relationships and friendships.
SF: Yes, the point of “FORE” Business is to break down the boundaries and make golf more accessible and using the fresh, healthy, invigorating environment to benefit our members professionally and personally.
So are you all prolific networkers?
AB: We are keen networkers. I’ve been heavily involved with the local networking scene for over a decade. It has been and remains the single most effective way of bringing in business for me.
SF: Yes, we belong to various groups from breakfast groups to Supper Clubs and find it very rewarding. We’re not knocking the formats that are already in place. On the contrary, we recognise that different approaches to networking suit different people BUT our research has shown that the single largest reason why people don’t take part in networking is the pressure to bring in referrals and the unnatural, rigid and sometimes awkward format. So we’ve created a different model that should enable these people to benefit from networking without the pressure.
If they like golf….?
SF: Yes, golf is a big part of it. [laughs] But there’s no reason why we can’t roll this out to cover other sports like tennis or squash. The principal remains the same – a relaxed atmosphere that’s conducive to building worthwhile business relationships.
How big is your team?
MK: There are just the three of us at the moment, but we each have our own business, so there’s a pool of resources to draw on if and when required.
You have seen impressive early successes, what’s next?
AB: Since launch at Basingstoke Golf Club in March, we’ve added another two groups – one at Sand Martins in Wokingham and the other at Donnington Grove in Newbury. There are more groups in the pipeline which will be announced in the coming weeks. We anticipate having 15 groups across Hampshire, Surrey and Berkshire by Easter 2014, with 100 groups and 2000 members across the UK by 2017.
MK: Our next significant milestone is our “BIG” Event in November this year with the aim of bringing our partners, members and participating golf clubs together. This event gives us the chance to thank everyone who has supported us and share with them our vision and plans for the future.
SF: And as with everything we do, it will be relaxed, useful and fun. We have some amazing guest speakers, a golf simulator and networking sessions all planned for the day. It’s a free event for professionals across Hampshire, Berkshire and Surrey.
What’s your proudest moment so far?
AB: Partnering with the PGA Euro Pro Tour, definitely. It’s great that they can see the value in what we’re doing for golf and business - and the exposure it will give us on Sky Sports is a welcome perk.
SF: Yes, that is a great partnership. I can add to that being nominated for Business of the Year at the 2013 Inspire Business Awards – We won’t find out whether we’ve won until 21st of November but it’s brilliant to have been shortlisted so soon after we launched!
MK: I think we all also get a real kick out of all the positive feedback we get from our members. It really gives us the fuel we need to keep driving the group forward.
Why do you think “FORE” Business is working so well?
SF: It’s a sensible model where all parties stand to gain.
- The members get excellent value. A monthly fee of £45 includes a round of golf at your chosen group where over a bacon roll and a cup of coffee they can introduce their business to likeminded people and then enjoy a relaxed round of golf on a fabulous course. Membership also includes an additional 4 ball each month which members can use with business associates, suppliers and/or friends. Plus members benefit from exclusive offers from our “FORE” Business Partners.
- Our partners – larger businesses who have bought into “FORE” Business on a national scale - can provide exclusive offers for our members and increase their exposure through our website and e-newsletters.
- The Golf Clubs benefit through this professional channel, they are attracting new faces to their Clubs who go on to use their facilities - coaching, catering, hospitality and conferencing services.
- Charities benefit from our charity golf days and fundraising. For example our Charity Golf Day at Basingstoke Golf Club in August raised some £1,500 for REACH
AB: Yes, plus members are not tied into membership. They only pay for as long as they feel they are benefiting from the group. That way the onus falls to us to ensure that the groups remain a good value business investment in terms of both money and time.
Finally, what are your top tips for successful networking?
- Do not expect to build a beneficial, long lasting relationship in the first meeting. Relationships develop over time – that’s why 4 hours on a golf course is worthwhile.
- Try to think of the people in your network as potential salespeople NOT customers. Help them to understand what you do so they feel comfortable referring your services to others.
- Take the time to understand the other businesses in your group and consider how you might be able to help them. It may be as simple as introducing them to someone else you know in a similar field
- Exchange business cards and follow up after the meeting via Linkedin or email. Help them to remember you and have your contact details to hand should any opportunities come up.
- Remember to enjoy it and make the most of it. It’s supposed to be fun!
- ENDS -
Media contacts
Hana Ballard - Hana@thebridgemarketing.co.uk | 07810 448319
Notes to Editors:
“FORE” Business is a new and informal way for professionals to network in the relaxing and natural surroundings of a golf course. The aim of the groups is to create a relaxed and natural networking environment that builds awareness and trust amongst local professionals and facilitates the exchange of quality business leads and referrals. It benefits all parties from Golf Clubs to SMEs, sole-traders and national businesses. It works on a monthly membership so its success relies on delivering value to its members on a regular basis. Find out more at http://www.fore-business.com/
Golf stats overleaf…
Golf – a growing and inclusive market
With the 2011 KPMG study showing that The UK & Ireland alone have the highest share of demand in Europe with 30% of players and the highest share of supply with 44% of courses[i]. There are good business reasons why this would take off in the UK and could have a significant draw in the US and Asia too. Indeed, although there are no official figures, an estimated 80 million golfers worldwide play on close to 40,000 courses across the planet[ii]. Plus, with Female and Junior golfers increasing in the UK, which already boasts the highest percentage (30%) of all golfers in Europe, it looks as though golf is set to remain popular. Indeed, the Active People Survey shows increased participation in the 16-24 age group, which builds on huge increases in the number of schools now offering golf to their students.[iii].
[i] https://www.golfbusinesscommunity.com/article/golf_participation_in_europe_2011
[ii] http://thefuturescompany.com/free-thinking/the-future-of-golf/
[iii] http://www.ukgcoa.com/golf/overview/news/england-golf-to-boost-adult-participation-rates.htm
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