One of the most successful golf clubs in Sweden is Landeryd. The 54-hole facility is located just outside of Linköping. Expanding golf to a broad range of participants is a central focus and the recent inclusion of The Bucket Pros has meant a wider facility bandwidth in offering state-of-the-art practice facilities.
The expansion has proven to be a major benefit to existing players and providing a base foundation for those just getting into the sport.
The Club Director and CEO Björn Sturhed was reached out to for his perspectives on what is happening now and how the club is positioned for 2023.
Björn’s Background
I have a professional career characterized by the desire to develop myself and take on new challenges. I have been at Landeryd in this role for 11 years having come from a Sales Manager position in a large media company. I have previous experience of working on a board for another golf club and have also been involved in hockey where I was Youth Manager for Sweden’s largest hockey club on the youth side.
From both of these assignments, I have brought with me valuable experience on how to meet different stakeholders and be humble because there are many points of view and demands from them which are mainly characterized by what they themselves get in return for the decisions that they think should take.
The Sturhed Story
Having the opportunity to work in golf, I see as a great privilege. I was contacted by several people who wanted me to apply for this job because they were convinced that I could do a good job of taking the club to the next level.
Getting to work with a strong team, meeting many different people and getting to work within business development – linked to creating as much member and customer value as possible – was exactly what I saw as my dream job.
And so, it became.
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What was the genesis for the idea in expanding the practice facility and in bringing in The Bucket Pros?
I see the range as the single largest part within our business that can generate us the most revenue and also a result on the bottom line. This, combined with the fact that we at the club are constantly working to develop the business and create member values, made me start looking at how we could develop our range into something out of the ordinary.
After making contact with the Bucket Pros, who I think are at the forefront of developing concepts that help clubs understand how a range can become a success factor and generate both a good result and create an experience for members and guests.
What was the time frame in getting things completed — from start to finish?
Following the building permit, contact with the municipality and the County Board, we have a timetable of about 7 months.
Total costs involved were approximately what?
We are working to a strategic investment plan across the facility and have allocated around 750,000-800,000 Euros for work pertaining to the driving range.
What was the tipping point in involving The Bucket Pros?
The reason we chose to collaborate with Bucket Pros was their proactivity and interest in doing something good for us, which they also lived up to.
Given the long cold winters Sweden generally endures — what fosters the deep passion Swedes have for golf?
Golf is a popular sport in Sweden and appeals to the Swedes’ desire to combine exercise, social contacts, the excitement of competitive moments with wonderful nature experiences.
Sweden has had success at the highest of levels in professional golf with the likes of Annika Sorenstam and Henrik Stenson. How promising is the next generation of players?
Sweden has many talented young girls who, even now at a young age, have made great progress and delivered good results at a high level. Even on the men’s/boys’ side, there is a start of regrowth, which makes me feel great confidence regarding Swedish golf at the elite level.
What specific elements have made “Golf Fun” successful in attracting junior players?
In order for our juniors to be attracted to golf, we have to think in slightly new ways and also be more sensitive to what they want out of their membership in the club, and the opportunity to play golf. It should be characterized by joy and opportunities to create memories and events together that extend beyond just results on the golf course.
The three most pressing issues facing golf’s future is the overall time to play, the costs to play the game and the wherewithal to get quality instruction to improve. How are your efforts dealing with each?
Regarding the time on the golf course, we have to think about whether the golf courses will have 18 holes in the future. Of course, it should be the base in golf, but I am convinced that courses with the possibility to play 3X6 and find alternative loops of 6, 12 or 18 holes can be a success factor.
We also have to highlight the fact that golf can still be enjoyed in 4 hours to 4.5 hours for those who have the time. Golfers can take advantage of this and also enjoy the company of their playing partners, and even more time to be in the fresh air. In other words, a different mindset.
The price to play golf is very dependent on what you compare it to. If we break down the cost per month and communicate it, we get a different picture and feel for what it costs. We also have to give our members an opportunity to split their payment over 12 months, which we already do and many appreciate and use.
If you could change one thing in golf unilaterally — what would it be and why?
Become even better at adapting our operations and offer, in the form of courses and an overall experience, to attract more girls and women to golf.
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