Steve Morris, UK & Ireland Sales Director at Motocaddy, talks exclusively to Golf Business News about the leading trolley company’s new National Tournament partnership with The PGA and how it is set to enhance the experience and benefit PGA Members.
Motocaddy has recently become a National Tournament Partner of The PGA. What made this the right partnership for the brand?
PGA Professionals occupy a unique position within golf. They are coaches, competitors, retailers and trusted advisors, and are often the first people a golfer turns to when making decisions about their game or equipment. That makes the relationship between Motocaddy and PGA Members incredibly important to us.
The partnership with The PGA gives us an opportunity to strengthen that relationship and provide tangible support to Members, both on and off the course. We can enhance the National Tournament experience while also providing exclusive benefits, product access and support throughout the season. For us, it is about investing in the people who play such an important role in growing and sustaining the game.
PGA Professionals are coaches, retailers and trusted equipment advisors. How important are they to Motocaddy’s long-term success, and why is supporting them such a priority?
They are absolutely fundamental. PGA Professionals have an enormous amount of influence, not just because of their expertise, but because golfers trust their advice. Whether that’s helping someone take up the game, improving their performance or choosing the right equipment, the professional is often at the centre of that decision-making process.
From a Motocaddy perspective, we want to make sure PGA Professionals have the knowledge, products and support they need to recommend our range with confidence. Our Territory Sales Managers are on hand throughout the year, while the partnership gives PGA Members opportunities to engage directly with our team and experience the latest products. Ultimately, we want to make sure PGA Professionals feel well supported so they can continue to provide the best possible experience for their customers.
Beyond the tournament programme itself, what practical benefits can PGA Members expect to see through the partnership over the coming seasons?
We wanted the partnership to deliver genuine value rather than simply being about our presence at the tournament programme. PGA Members will have access to exclusive best-term personal-use discounts across the Motocaddy range, alongside ongoing support from our nationwide Territory Sales Managers.
The tournament side is also important. We’re providing enhanced support for the PGA National Tournament programme, including quality prizes, with Motocaddy products forming part of the rewards for competitors.
Just as importantly, Members will have opportunities to engage with our team throughout the season, giving them access to the latest products and product knowledge. We want the relationship to be useful to Professionals in their own game, their businesses and ultimately the golfers they support.
What trends are you seeing in consumer demand for trolleys, and how can PGA Professionals capitalise on those opportunities?
Golfers are increasingly looking for products that make the game easier and more enjoyable without compromising on performance. Electric trolleys are a good example of that. They allow golfers to walk the course with less physical strain, conserve energy during the round and potentially play more often, which has a positive impact on their overall enjoyment of the game.
For PGA Professionals, that creates an opportunity to have a meaningful conversation with golfers about how the right equipment can enhance their experience. Product knowledge and being able to demonstrate those benefits are particularly important. The professional’s ability to understand a golfer’s needs and recommend the right solution is a major advantage, and it’s something we want to support through our products, our people and the information we provide.
How important is it to work closely with PGA Professionals when developing products and supporting golfers in-store?
It’s extremely important. PGA Professionals are supporting golfers every day, so they have a very good understanding of what people want from their equipment and where there may be opportunities to improve the experience.
That feedback is invaluable to us. Innovation has always been integral to what we do at Motocaddy and it is our responsibility to solve everyday problems for golfers. Working closely with Professionals helps us understand those needs and make sure we’re continuing to develop products that deliver genuine benefits.
The relationship doesn’t stop when a product is launched either. Our Territory Sales Managers work closely with retailers and PGA Professionals to provide product knowledge and support, helping them communicate the benefits of the range to their customers. That combination of innovation, feedback and local support is a key part of our approach.
Looking ahead, what would success look like for this partnership, and what message would you like to leave with PGA Members across the UK & Ireland?
For us, success would be a partnership that delivers meaningful, long-term value to PGA Members and strengthens the relationship between Motocaddy and the professionals at the heart of the golf industry. We want PGA Members to feel that they are genuinely benefiting from working with us, whether that’s through the National Tournament programme, exclusive offers, product support or simply having greater access to our team and expertise.
There is also a shared ambition with The PGA to grow participation and enhance the golfer experience. That’s something we strongly believe in at Motocaddy. We want to help more people enjoy walking the course and playing golf for longer, while supporting the Professionals who make that possible. I’d like PGA Members to see this as a partnership that’s genuinely invested in them and the future of the game.