We have been retained by Golfzon, the world’s biggest producer of golf simulators, to assist the company in their plans to launch their products into the UK market.
The company, headquartered in Korea, has grown with remarkable speed since 2000 taking advantage of golfers’ desire the world over to enjoy their sport whatever the time of day and whatever the weather. They not only dominate the Korean market but are the market leaders in Japan and China too. Now they are rolling out their product range around the world and across Europe, with particular focus on the UK.
Backed by a large technical group back home, Golfzon offers a number of unique characteristics that have helped them dominate the markets they serve: the system incorporates a unique swing plate teeing area which moves to match the lie of the ground on which the golfer’s ball has settled before the next shot. The 3D graphics are second to none with thousands of photos used to create the most authentic representation of top golf courses possible: golfers can even see the clouds scudding by, the waves on the lakes and ponds and the grasses waving in the wind.
Behind this sits a system (My Swing Motion) that can allow each golfer to store their playing records and record personal swing characteristics: a great way for teachers to teach and golfers to learn. This is backed by the analysis system made up of about 170 infra red sensor components accurately measuring speed, trajectory, hook, slice, draw, and fade.
There is even the opportunity to play against friends and colleagues remotely: they don’t have to be in the same room or even the same town.
Golfzon have entered into agreements with over 140 courses around the world, giving players a wide choice of virtual courses to play, including some of the most sought-after like St Andrew’s Old Course, Pebble Beach, host to this year’s US Open and Kiawah Island, venue for the 1991 Ryder Cup.
We have successfully identified a UK distributor for Golfzon and an agreement has been concluded. A demonstration model can be viewed at the distributor’s premises. Finance can be arranged through a leasing scheme. Anyone interested in exploring purchase of a simulator should contact us in the first instance.
We were commissioned by PKF to advise on the likely viability in the UK of a unique surfing concept based around an artificial wave in a small pool. The pools are a magnet to create a lively entertainment venue attracting a wider range of customers than just the boarding community, which itself could be attracted across all disciplines – surfers, snowboarders, skateboarders, wakeboarders and windsurfers.
Boarders must learn to handle 100,000 gallons of water coming at them as fast as 30 mph. Integral to the design are event areas located around the wave pools providing spaces for live performances and private parties. The keys to success with the concept are plenty of spectator room with food and beverages, and locating the attractions in an area where patrons are likely to spend a lot of money on retail and food.
We worked with Bridget Baker Consulting to assess the viability of proposals for a Sports Village in the Derbyshire Peak District of England. 
The concept takes something from Center Parcs, something from theme parks and something from waterparks. Accommodation is provided in lodges for sale, apartments to rent and in a 200 bedroom hotel. The sporting theme is generated by a football academy including indoor and outdoor 5-a-side pitches; a tennis and badminton academy; an adventure sports feature; a golf course; a health & fitness centre and spa; kids world and a water park.
The concept is unique in the UK, but is consistent with trends in the development of holiday villages, theme parks and water parks.?
Center Parcs forest villages combine a range of outdoor and indoor sports and recreational facilities including a tropical water park with self catering and serviced accommodation into a short break holiday village. Theme parks such as Alton Towers have added serviced accommodation to convert day visitor attractions into destination resorts and to extend customer stay times beyond a day visit. Although water parks in the UK have not yet added serviced accommodation to the mix, in the USA, linking indoor water parks with hotels alongside other recreational facilities has become an established formula in resort development.
The satisfactory conclusion of negotiations with a hotel operator will signal the next step in pushing the project forward.
We were commissioned by the Council to provide an independent assessment of the business case for proposed developments at Malton Golf Club in support of the club’s planning application assembled by Bidwells. The developments involved: extension of the clubhouse to add extra function space and dining area; construction of new pro shop; and erection of six holiday lodges. The site of the club is sensitive being located in the countryside and therefore subject to national and local policies concerning countryside development.
We researched and assessed the financial viability of the proposed development and advised on the appropriateness of the scale of the proposed extensions to the clubhouse.
Based on our report and Bidwells planning submission, the Council granted planning permission.
Golf clubs need to consider every potential source of income, particularly in the present economic climate. Clubs with large clubhouses which in the good times could generate revenue from functions business can suffer from the overhead cost of wasted space when times are hard. Ideally, clubs need an alternative use that brings in a new market to add to their customer base. Pilates offers one such use.
Rooms can be hired out to Pilates teachers to run classes at an hourly rate; but that generates small levels of income and may cost more to administer than the benefits it provides. For clubs with surplus space prepared to accept a more permanent arrangement, a rental agreement for a Pilates studio could be the answer.
We own and operate a Pilates studio located in a golf club in Hertfordshire, UK (see www.perfectfitpilates.com). We rent about 1500 sq.ft. of space at a commercial rent. The studio is divided into two parts by a partition wall, one part used for mat classes, the other for exercise on Pilates machines. The club provided the shell, and we have invested in the fit out and equipment.
The arrangement is good for the club and good for the studio. The club benefits from a guaranteed annual rent and from a new visitor profile for the clubhouse. Pilates customers use the café and bar and bring potential new business to these outlets on a year round basis. Unlikely though it may be, even some of the golf members have seen the benefit of Pilates as a means of strengthening core muscles and improving flexibility – there is a synergy between Pilates and golf and a strong case for the argument that performance on the golf course can be improved through a regular Pilates exercise regimen.
Our studio has around 250-300 regular clients. We run about 20 mat classes per week, mostly on midweek mornings and evenings, with a maximum of 10 per class. As well, there are machine classes and one on one sessions with an instructor. Exercise programmes are low impact and not disruptive to other use of the clubhouse – no thumping music, for example.
There is a great opportunity for Pilates studios in the UK. They are relatively few and far between, particularly outside the Greater London area. One constraint has been the scarcity of properly qualified instructors. Another is the viability of the business model. Sharing clubhouse facilities including changing rooms and car parks with the golf club helps viability. But as with many leisure businesses, location is crucial.
The market for Pilates is growing in the wake of the improved participation in all forms of health and fitness. Latest survey data suggests that about 1% of the adult population participates in Pilates in England. Our experience suggests that a population of about 25,000 within a 15 minute drive time, without direct competition, is needed for a viable business. Surprisingly, the mainstream health & fitness club sector does not compete directly with the Pilates market – Pilates enthusiasts represent a distinct, and growing, market segment.
The location criteria mean that not all golf clubs are suitable locations for Pilates studios – but for those that are, with space to spare, a Pilates studio is one supplementary use worthy of consideration.
John Ashworth Associates is a UK consulting and business advisory firm providing services to the leisure, sports and tourism industries across the commercial, public and voluntary sectors. Our main areas of business comprise:
- Project concept and viability studies; New investment appraisals; Business planning; Site development options appraisals; Economic impact assessments; Sports and recreation strategic planning; Market demand analysis; Procurement strategy and implementation including Soft market testing; Providing expert witness evidence for planning applications; Open Space and PPG17 studies; Due diligence investigations and future trading prospects for buyers.
Our areas of business are more fully described on the web site www.johnashworthassociates.com and you can find out more about the Pilates business in which we have an interest on www.perfectfitpilates.com. We are members of the Golf Consultants Association – see www.golfconsultants.co.uk; and the Leisure Property Forum – see www.leisurepropertyforum.org.
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Contact email: john@ashers.demon.co.uk; or call us on 01799 524475