John Cockayne (JC), Golf Business News Africa correspondent (who pens the very popular Letters from Africa column and Business of Golf Discussions) offers his take on the recent PGA Golf & Lifestyle Show in Gauteng in South Africa.
JC: This has been a year of firsts for the golf market in South Africa, and the first of these was the LIV tournament at The Club at Steyn City in Gauteng, which drew the second largest group of spectators to a LIV event, after the enormously popular tournament in Adelaide.
The next on the tee was the Africa Golf Tourism Convention (AGCT), which debuted in the third week of August in its host city – Ekurhuleni, and in a BG Magazine interview ( https://www.thebusinessofgolf.com/bgvol4issue8/#page/24 ), I asked the organiser – Neo Peete – what had prompted her decision to initiate such an ambitious project, and whether the prospect had seemed daunting, and she commented as follows:
“Yes, it was, and I was faced with this thought, as I was going through ‘what should I do’ evaluation into the early hours on one morning in late 2025.
I guess when you do a stock-take of your career, with a view to looking for the next phase that you want to embark on, you would (or should – if possible!) try to combine what you love, with you core business competencies.
For me that came down to somehow combining golf, travel and event management into one complementary activity.
In this process I had confirmed in my own mind that there as a ‘gap’ in the market in the form of South Africa, and more broadly the continent of Africa as a whole, by us not having a major show which related to golf tourism.”
Finally, and making a long overdue and very welcome return to the golf calendar was a golf exhibition and show, which touched on almost all of the ‘bases’ covered by the golf sector.
I asked Guy Bower (GB) from Africa Project Management Services, which is running the PGA Golf & Lifestyle Show, if the interest in the opportunity to put on a comprehensive golf show came from his own interest in the game, or if it was a purely business decision?
GB: Yes, my personal interest in golf, which I love (although I am still getting far too much value from my green fees in terms of the number of shots I hit – if you know what I mean!), was certainly a factor, if only in the sense that being a ‘golfer’ sharpened my awareness for the need for a show of this type.
That said, we all felt that a ‘golf show’ was a missing ingredient on the annual golf calendar in South Africa.
JC: Yes indeed, we have the largest golf community in Africa, so it seems strange thate we have not had a show of this type for many years. How did the PGA of South Africa become involved?
GB: We approached the PGA, as soon as we decided internally that the project was feasible, because I believe that the association is central to the game, and is probably one of the most recognisable brands in golf.
As a founder and life member of the association, you will know how carefully the PGA manages its brand involvements, so we were delighted after the PGA had gone through its decision-making processes, to get its approval in terms of our business plan, and the decision to allow the brand name to be used with the event.
JC: What were the immediate goals in year 1?
GB: This first year has been key, as it is with all events, to getting a solid and representative mix of companies and brands involved from across the golf business spectrum.
We believed that this, in combination with the activities and extra value elements for the general public when they bought tickets, would provide everyone with real ‘value for money’ experience, and enable us to build for the future.
JC: How did you perform against your own targets, and in terms of the future, what are the longer-term goals?
GB: In broad terms, on target in terms of most aspects of the show, better than expected in certain key areas, such as the ‘look and feel’ of the VIP, exhibitor and public areas, and possibly (at least by our own high standards and exacting expectations of ourselves), slightly below par in areas such as public access, where the walk from the public parking areas could be quite long, and contingency activities such as dealing with ‘scary’ weather forecasts, including heavy rain, which thankfully never materialised.
The other half of the ‘dynamic duo’ which makes Africa Management Projects tick is Steele Slater (SS), whose particular role is to focus on marketing and communications, if ‘focus’ is a fair description of what needs to be done, in ‘all-hands-on-deck’ environment of putting on any new large event!
Steele Slater was on an almost constant ‘walkabout’, and a seemingly tireless presence during the three days of the show.
JC: Apart from the weather ‘predictions’ (I sometimes wonder if our forecasters – thankfully in this example – aren’t on Bouvet Island when they do their reports!), those challenges, which Guy mentioned, are quite normal for new events, especially in venue terms where you are feeling your way forward, so do you feel that you have put in place the key building blocks for future events, either at the Campus or in other venues?
SS: Yes, I believe we have, key to which were establishing the logistics platforms, communications channels (and our thanks again to you an BG Magazine for going above and beyond in support of the show!), and the start of the public awareness about the event, which will be so important in helping us to grow this event into the biggest, most comprehensive and best golf show in Africa.
JC: These types of events are highly organic, with things changing all the time as new elements, brands and exhibitors are added to the programme, certainly during the first phase, but how would you summarise the key elements of the inaugural show?
SS: The most important first step after the strategic first ‘partnerships’ were in place was to find the ‘right’ venue.
No venue is ever quite perfect, but The Campus, in Bryanston East, was an obvious choice, as it is in the heart of the northern suburbs, and offers ample secure parking, top-tier facilities, and easy access for golfers and their families from everywhere in the Gauteng region, and with its own 9-hole short course, it offered the ideal environment for an immersive golf experience.
The PGA Golf & Lifestyle Show has been created to elevate the game and the industry around it, and has been designed as an effective platform for connection and commerce, while showcasing the very best in golf equipment, apparel, coaching, travel, technology, wellness and luxury living.
It was held over three days, but designed as a ‘destination’ to encompass one exceptional experience, at which visitors can expect to interact with a blend of premium brands, live music, golf and entertainment experiences.
Over 75 of South Africa’s leading golf, apparel, tech, services and lifestyle brands showcased their latest collections and innovations, while the programme involved live Q&A sessions with industry experts and well-known golf personalities, hitting zones and custom-fitting bays, which were run in conjunction with top international equipment and tech manufacturers.
The core activities were complemented by a line-up of talented local music artists, and a 9-hole short-course with evening golf experiences, putt-putt, junior bays, a ladies’ coaching clinic, dynamic brand activations, on-site competitions, and daily on-site draws for great prizes.
Tasty food offerings and a relaxed beer garden for kicking back, socialising and networking complemented all of this, ensuring there was something for the whole family.
JC: Budgets are under pressure in all sectors, so what was the core ‘pitch to the exhibitors?
SS: As the biggest week in the golf business, for an exhibitor, partnering with the PGA Golf & Lifestyle Show was designed to position the participating brands on prestigious golf and lifestyle platform, with both sponsors and exhibitors having direct access to a high-value, niche audience – from industry professionals and leaders to fellow suppliers, and high-net-worth consumers.
The sponsors would benefit from national and international PR and press coverage across print, online and broadcast, while the television will include live and highlights’ coverage packages, and there will be targeted digital and social-media campaigns across leading platforms.
The sponsors would also be included in pre-event email campaigns to thousands of industry contacts, which will be complemented by collaborations with selected influencers and media partners.
Pre-and post-event features, such as this article, would extend the life of a sponsorship’s value, with the usual key supporting activities such as logos being included on event collateral, selected outdoor and on-site signage, and the PGA Golf & Lifestyle Show’s official website.
JC: I asked Dietrich Uys (CEO of the PGA of South Africa) why the association had chosen to be involved with the show.
‘‘The PGA of South Africa is proud to support the PGA Golf & Lifestyle Show, because golf has evolved into a lifestyle, and growing the game remains at the heart of what the PGA and its members strive to achieve every day, ” he said.
“Partnering with an event that provides a neutral platform for the golfing community to connect, engage, and experience the sport is something we are truly pleased to be part of.’’
Roll on 2027, which looks like it could be a bumper year for golf shows and exhibitions in South Africa!
John Cockayne Mobile 0027 (0) 73 8967931 & Email cathco@mweb.co.za