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AGIF updates strategic plan to enhance support to the industry

POSTED ON November 11, 2020 @ 5:01 pm

Asian Golf Industry Federation Outlines Strategic ApproachCoinciding with the commencement of its second decade as a force for good in golf, the Asian Golf Industry Federation (AGIF) has published an updated Strategic Plan.

Strategic Plan

As well as highlighting notable achievements from its first 10 years, including thriving partnerships with The R&A and the Club Management Association of America (CMAA), the Strategic Plan 2020/2021 lays out multi-faceted ways in which the Federation is driving and supporting the multi-billion dollar industry in the region.

In his foreword, AGIF President Richard Walne said the Federation is committed to its five strategic pillars – Membership, PR & Communications, Educations, Events and Resources – which will be central to all activity going forward.

He said: “I am proud to have been part of the AGIF since its inception. Our membership base reaches all aspects of golf and sports turf management, from golf courses to golf supply companies. No other organisation in Asia has this membership profile.

“I am particularly proud of working together to put in place the certified education systems we now have. This strong base gives the AGIF the ability to deliver world-class education, industry events, resources, job opportunities, and promote a qualified voice to national golf and turf associations.”

Eric Lynge, the Federation’s Chief Executive Officer, said the AGIF’s priority is to continually improve the value and services provided to the more than 100 companies and golf facilities that are members.

This, he said, is being done ‘by enhancing our support services, educational offerings, delivering important Asia industry information including new projects, redevelopments, job opportunities, country directories, peer-to-peer communications, special offers, events, trade shows, as well as conducting surveys to gather your feedback for improvement’.

Strategic pillars

Lynge said: “The Strategic Plan takes us through to the end of next year and clearly outlines the structure of the Federation, our history, achievements, strategic pillars, goals and objectives, and the wonderful group of members who support us.”

With the Covid-19 pandemic forcing the postponement of the inaugural AGIF Expo that had been scheduled to take place in Bangkok next month and various other turf and club management educational events across the region, the Federation has invested heavily in upgrading its online presence and offerings.

Lynge said: “On a positive note, we have taken the opportunity to relaunch our website and facilitate a series of podcasts and webinars that have been well received.

“We are now working on hosting virtual membership networking, which is even more important than in the past when we were able to host member communication during our turf and club management seminars, Certificate in Greenkeeping and Certified Club Management events and other partner industry events.”

Heading in 2021, Lynge said planned new initiatives included the commencement of a quarterly survey, the development of a regular Members e-Newsletter and a member section at to facilitate member-to-member communication, partnership offers, general information and intelligence swapping.

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