Golf House Aims to Capture the Heart of Golf in Indonesia

Novan Iman Santosa, The Jakarta Post, Jakarta

When it comes to golf, everyone here seems to agree that it is an expensive sport, thus preventing beginners to try the sport.

It all starts with the golf club price, which is formidable enough to keep golfer wanna-bes at bay, and goes on to the hefty fees to join and play at golf courses across the archipelago.

No wonder the sport is associated with rich businessmen and powerful politicians. However, such stereotypes are not necessarily true.

Fortunately, not everyone is deterred by such hefty cost of entry. Not for director of PT Mitra Adiperkasa Tbk (MAP) Michael Capper, who is determined to explore untapped markets of beginners, as well as women and children.

The publicly listed company operates the Golf House chain of retail golf stores, said to be the largest such chain in the country.

Acknowledging that costs can keep people from taking up golf, Golf House is working to help wanna-be golfers get into the game.

"This year we tested the market by introducing value golf sets at just Rp 1 million (US$100) at our selected outlets. We had 1,000 sets from Tour Edge and now they are all sold," Capper said.

"That means there are 1,000 new golfers because more experienced golfers would not buy such sets," he said, adding that his company had ordered another 1,000 value sets for next year.

Once the golfers are more confident with their play, they will start looking for better, more expensive clubs.

"The golfers will look for the best equipment. We have also prepared value sets ranging in cost to about Rp 2 million.

"Once they have lowered their handicap, they will start looking for the best clubs, top of the range," Capper said.

Capper was speaking ahead of the Golf House Exposition 2005 to be held on Thursday through Saturday at the Senayan Driving Range.

The expo will not only feature golf clubs and putters for seasoned (men) golfers but also for women, children and beginners.

There will also be an array of accessories and apparel such as eyewear from Adidas and Oakley and Greg Norman golf clothes.

According to Capper, the expo will give the company the opportunity to meet directly with customers.

"First we want to share the different types and brands of golf equipment we have in our outlets. Because by far we have more brands and more diversity of products in our golf stores than probably any other golf stores in Indonesia.

"The second idea was we want an avenue for customers to be able to come along and test the latest technology and models. But not just test it and look at it but actually to get good advice from the brands themselves,"

"Golf brands usually launch their products twice a year. Why don't we coordinate it so for the latest 2006 range -- which will come out pretty soon -- wrap it all in one," Capper said.

"So the customers can come in one day and test the Callaway driver or Mizuno iron or putter from Ping and have a really good day out," Ashok Kumar, the head of Golf Division, said.

Customers can also find out everything they want to know about golf and get advice from top professionals and experts from the different brands.

Callaway, for example, will be represented by pro golfer V. Nellan from Malaysia, while Mizuno will be represented by specialist Kosuke Imamura. Golfers using Titleist can meet Anthony Sinclair, who is a pro on the PGA Australian tour and a Titleist fitter.

Tour Edge will have specialist Sam Martin and Wilson will be represented by Paul Gibbons from Wilson Asia Pacific.

Each brand will get two bays at the driving range so interested golfers can try out all the latest models and perhaps get some needed advice.

Asked about sales targets for the expo, Capper said it was difficult to set a target because there had never before been an event like this, although he had some rough targets based on past brand promotions.

He said the expo was a long-term event and the company would not be deterred no matter the results, adding the idea was to hold the expo twice a year.

Capper is extremely confident about 2006, saying "we haven't exhausted the market".

This year, Golf House reached a 25 percent increase in sales compared to last year figure, he said, without revealing any figures.

He also expected at least 25 percent increase for 2006 despite "the economy is having a hiccup lately."

Golf House also plans to open a flagship store at Senayan City next May and two more outlets in Surabaya and Medan sometimes next year.

Another outlet is due to open later this month in Nusa Dua, Bali.

Most of the time, when a golfer comes to a Golf House outlet and checks out the latest models with the latest technologies, said Capper, they don't really know what the new technologies do.

"At that point, they just want to ask about the best price. They do not really realize what they are getting for the price.

"But with this expo, they will actually get advice from the pros to find out if this really is the best golf club for them, whatever the price.

"Who cares if it is the cheapest price if it is not the right club for you," said Capper.

He said the professionals at the expo would be able to work with customers and tell them exactly what club was right for them.

"And of course because it is at a driving range you can test drive all the clubs.

"It is not just an expo where people show their brands. This is a place where you can pick up the golf clubs and walk 50 yards to the driving bay and test it.

"You can't do that in any golf shop or at any other expo I have been to."

Apart from the latest technology, Capper said the expo also aimed to tap into unexplored markets by featuring specialist clubs and clothing for women and for children from the ages of three to 11 years old.

The expo will provide specialized sections for all the target market segments.

"Beginner golfers are a little bit shy. They don't want to go to the golf shops because they don't want to ask silly questions.

"They want to come to a setting where they can say, 'I am a beginner. I don't know anything about this game but I want to start playing. What should I buy?'"

By providing specialized sections for women and children, the expo aims to bring the whole family to the driving range, making it a family day.

So whether you are a seasoned golfer with a single digit handicap or a beginner; a mother who prefers showing off the latest golf fashions more than your swing; or parents dying to have the Indonesian version of Tiger Woods, this expo is not to miss.

Notes: This article is published in cooperation with PT Mitra Adi Perkasa in conjunction with the Golf House Exposition 2005.