How to make the most of your AGMS work placements
Recent University of Birmingham graduate Hope Neild discusses how her Applied Golf Management degree and her PGA qualification has opened up her career paths within the golf industry and led to a year-long internship at the revered Pinehurst Resort in North Carolina.
“AGMS seemed to fit well with my career aspirations, as it covers a wide range of areas from business management, events and tournament management, through to coaching. The degree gave me a good insight into possible careers within the golf industry and helped developed my knowledge in a wide range of areas.”
How did you first get into golf?
My dad took me to our local driving range in Norfolk when I was about eight as he thought it might be a sport that we could play together when we got older. From there me and my sister Eve joined the local club, Royal Norwich, and had junior group lessons and it went on from there. There were lots of juniors at our club which meant there was always plenty of people my own age to play with. I played to a good standard and was selected for both Norfolk County junior and ladies’ teams, making the National Finals, as well as winning the English National Schools championship and the East of England U15’s Championship.
What set you on the path to study for the Applied Golf Management degree at the University of Birmingham?
While I loved entering regional and national competitions as a junior, I decided at a fairly young age that playing professionally wasn’t where my career would take me. However, entering the competitions, and finding out more about golf, opened my eyes to the potential of a possible career in the golf industry. Whilst studying for my A-Levels I decided I wanted to have a career in golf, although I wasn’t sure what route to go down.
I always enjoyed school and obtained good grades at GCSE and A Level, so knew I wanted to go to university and stay in education. This led me to undertake my degree in Applied Golf Management Studies (AGMS). AGMS seemed to fit well with my career aspirations, as it covers a wide range of areas from business management, events and tournament management, through to coaching. The degree gave me a good insight into possible careers within the golf industry and helped developed my knowledge in a wide range of areas.
What parts of the Applied Golf Management course did you most enjoy?
I liked having a wide range of modules which covered different areas of the golf industry, but the fact that the degree includes work placements at a golf club ensures you have ‘hands-on’ work experience to complement your academic studies.
I enjoyed my final year the most as it incorporated more practical elements. For example, in one module I had to coach a player for six weeks and then reflect on my coaching and the results I had achieved. It was great to see how the player developed over the course of the programme.
I also really enjoyed my dissertation where I conducted my own research into the factors which impact the loyalty of golf club members. This was very insightful and helped to develop my knowledge on the business-side of the golf industry.
My supervisor, Michael Skinner from the PGA, was very supportive throughout my studies, encouraging me and sharing his knowledge and expertise throughout. Obviously, I was delighted when my hard work was rewarded with a first-class honours degree. I also took the opportunity to undertake my PGA qualifications at the same time as completing my degree and have recently qualified as a Level 2 PGA Professional.
How do you feel that the course – including the two work placements – prepared you for working in the golf industry?
The course gave me lots of knowledge regarding the golf industry. The work placements were a great way to see the theory I had learnt in the classroom come to life.
During my first placement I worked at Royal Norwich Golf Club in Norfolk. The then director of golf, Neil Lythgoe, was incredibly supportive and I was able to put lots of my coaching knowledge into practice, as I assisted with lessons and even ran my own junior girls’ summer school.
My second placement was a little further afield at Pinehurst Resort in North Carolina. It was an incredible experience. I had the opportunity to see how a big operation with many different departments came together to make one smooth running resort. With nine golf courses – soon to be 10 – it really is a huge resort, with a world-class reputation.
The customer service at Pinehurst is second to none. The staff who work at Pinehurst are all really passionate about what they do, and I was able to learn so much regarding the importance of customer service, which also worked brilliantly when it came to writing my dissertation on golf club loyalty.
These two placements were very different, but both gave me a fantastic insight into golf club operations, as I was able to learn new skills and put them into practice.
What other areas of the golf industry would you like to see covered in more detail on the Applied Golf Management course?
As I enjoyed the practical elements, I would like to see even more practical applications built into each module. For example, not just the coaching/equipment modules, but it would be good to learn real life case studies in the business modules e.g. how a golf club runs its operations and the importance of enhancing member satisfaction while balancing the books.
What was the process of being offered the year-long internship at Pinehurst?
Following my summer placement at Pinehurst, I was delighted to be invited back and offered a year-long internship when I completed my AGMS degree.
Kyle Daly, the golf operations manager at Pinehurst, was very supportive and said it would be a great experience for me to see how the resort changes over the course of the year. For example, when I worked at Pinehurst in the summer of 2022, we mainly had tournament golf taking place; while now we’re into autumn 2023 and during the winter we are mainly organising corporate events. In the spring we will have a lot more member rounds to plan and organise for, and, of course, there’s the exciting prospect of the 124th US Open coming to Pinehurst in June 2024. I can’t wait. It’s going to be fantastic and super busy!
What does a typical working day involve?
My internship is with the golf operations team, so our department is responsible for the day-to-day operations. Pinehurst courses 1 to 5 and the par-3 Cradle Course are operated from Pinehurst’s main clubhouse. On a typical day we have over 1,500 rounds of golf booked in. Each day we have a range of clients, from resort guests, club members and corporate hospitality rounds.
The great thing about working at Pinehurst is that there is a range of different roles I get to undertake, therefore no one day is the same. Sometimes I work in the retail shop, checking guests in, as well as making retail sales – there’s never a dull day, it’s always busy. On another day I might be the starter on one of the courses, where you have to organise groups and ensure you give everyone a warm welcome, explaining the history of the course they are about to play. On another day I may be working as a Pace of Play Supervisor, where you are out on the courses working with the rangers and caddies to ensure groups are keeping up with play – quite a task with 1.500 rounds per day!
My favourite job so far has been when I’ve been assigned to organise one of the many corporate events. This involves working with the clients to ensure the whole day runs smoothly, from hotel transfers, meal schedules through to organising fun competitions and prizes for the clients.
What are the most challenging parts of your role?
Some of the most challenging parts are also some of the reasons I was keen to take on the job – the experience of working abroad, being away from friends and family, and experiencing a whole new culture. Although this can be a difficult at times, it’s also been a great learning experience.
Do you have any idea what your duties will be when Pinehurst hosts the US Open next year?
Not at this stage, it has been amazing to discover just how much preparation goes into organising such a huge event, so I’m looking forward to it immensely, one thing I do know, it’s going to be amazing. I have offered to drive Rory’s buggy, but I’m not sure they’ll let me!
What have you learned from your brief time in Pinehurst so far?
Every day I feel like I learn something new. This has ranged from setting up tournaments, to gaining insight of the golf operations and ensuring the members, the resort guests and the corporate guests all receive a first-class experience, even though each customer group can have very different requirements.
Learning how the management and staff operate at Pinehurst, especially their level of detail and customer service skills, has been invaluable. I am fortunate to work with a very experienced and friendly team, so just watching the other staff members around me has been brilliant. Some members of the team have been working in the golf industry for 50-plus years and are the best in the business.
Where do you see your career taking you after your internship comes to an end next summer?
I am trying to keep my options open and gain as much experience as possible to set myself up for a successful career. I think my next step might be either working in golf tournaments, to gain some further experience of organising large scale events, although I can also see myself going into golf management at some stage in the future.
Do you see yourself working overseas in the future?
I really have enjoyed travelling and experiencing a different culture and country and I could certainly see myself working abroad again. However, I could also see myself back in the UK, as there are so many great opportunities and, of course, so many great courses back home!
Have you had any mentors during your career or people who you have been able to lean on for advice? If so, who and what have you learned from them?
Absolutely, my golf coach Neil Lythgoe, who has just become the General Manager of Eaton Golf Club in Norwich, has always been a great role model, when I was a junior he went above and beyond and taught me the passion for golf. To this day he is always willing to share his experience and advice.
My supervisor at university, PGA Member Michael Skinner, was great and put a lot of his own time in to support students through AGMS and helped me to achieve my first class degree.
What advice would you pass on to other AGMS students about planning a career in the golf industry?
I would advise them to keep their options open and try to get as much experience as they can throughout the three years in all different aspects of the industry. To push themselves outside their comfort zone when it comes to work placements. When I started, I was adamant that I didn’t want to go abroad for a work placement, but look at me now!
I’d also advise to take up the opportunity to do your PGA qualifications alongside the degree. Although it requires some extra work, it opens so many doors, as a lot of internships and jobs look for PGA qualifications. Also, doing it at the same time as your degree means there is a lot of support around you from your PGA lecturers.