The golf industry’s leading suppliers are uniquely well-placed to assess the state of the business on a global level. GCA spoke to Stephen Bernhard, executive chairman of British-based grinding equipment manufacturer Bernhard and Company, to get his take on the state of golf across the world

Though the golf industry has become increasingly global, there aren’t too many people within it who have a genuine worldwide outlook. Even the best travelled golfers, designers and greenkeepers (and indeed writers!) tend to specialise in particular regions, and while they might have some knowledge of the rest of the world, it’s not necessarily that deep. This is where some of the larger equipment suppliers have a unique perspective. Selling to every significant golf market, everywhere, means that a local outlook just doesn’t cut it.

Speaking of cutting, every greenkeeper knows the importance of keeping mowers sharp and in good condition. British-based firm Bernhard and Company, manufacturer of the Express Dual and Anglemaster reel grinding systems, is the world’s leading supplier of grinding machines, and helps to ensure quality of cut at 65 of the world’s top 100 courses, and the majority of top American courses. GCA spoke with chairman Stephen Bernhard for his view on how the industry is faring.

Golf Course Architecture: The global golf industry is primarily American-led. Yours is one of the few world class golf industry suppliers owned and based in the UK. Do you regard being UK-based as a boon or a hindrance?

Stephen Bernhard: It’s kind of you to say that we are a world class supplier to the golf industry. I’m not sure if it is entirely true to say that the industry is US led. However, there is no doubt that the US represents about 65 per cent of the global spend on golf maintenance and we all know that US course maintenance budgets tend to be significant compared to those elsewhere.

Speaking of the industry as a whole, it’s true that the US influence is huge. However, the world of golf is still strongly rooted in Scotland where it all began. Remember that Great Britain and Ireland has many golf courses that top the list of places where most keen golfers would love to play sometime before they die. There has always been a mystique about wild and natural golf courses in Europe and these historic and iconic courses continue to weave their spell.

As part of that same British heritage, Bernhard grinders are known for their quality, innovation, and longevity. I’m proud we are considered to be at the top and if I can use the analogy, the Land Rover or Cadillac of the market. I’d like to think we are known for build-quality, service, support and machines that almost last forever. The latter is, with some regret, not great for business expansion!

Referring to the point about being a British-based manufacturer, our commitment to the UK is demonstrated by the opening of our new factory last October. We did look around the world for alternatives but the UK is where we want to be. The UK offers consistent reliability and, of course, we have an extraordinary team of skilled, long-serving and loyal staff. I know how lucky we are to have that and I owe the team my personal loyalty and support in return.

We are a global business and our long pedigree, which dates back to the 1800s, has gained us huge respect and admiration from around the world so I really don’t think it is either a hindrance or an advantage to be based in the UK.”

GCA: How has the expansion of golf into new markets around the world affected the way you run your business? What further changes do you expect to see?

SB: Golfers as well as the non-golf playing public have a strange perception of our industry and may believe we are in an endlessly expanding sector. In a few parts of the industry and in some regions this may be true but for our niche market sector there has been only small growth. Over the last few years of economic restraint, the market has become significantly more challenging. In response we have had to follow the expanding market trends and Asia, as you know, has played a big part in this expansion.

Most US-based enterprises have turned to Asia for their salvation. In this challenging region, I believe we have an interesting advantage. Our upbringing in Europe with its multi-lingual, multi-cultural economy has helped us, over the decades, to conduct business in Asia and to understand and respect the variety of very individual Asian cultures.”

GCA: Which of the new markets do you see as the best prospects for you and which excite you less?

SB: I am excited by every market that understands the relationship between grinding and turf health, playability and course condition.

I am extremely aware of the industry’s need to cut down on the use and costs of fuel, chemicals and fertilisers and to reduce use of water wherever it can.

Working with so many of the top golf courses around the world we talk to some of the most experienced superintendents and greenkeepers in the business, people who expect their courses to look spectacular all the time. These people are usually very aware of the importance of getting the fundamentals right, mowing with sharp cutting units and the impact on course condition and playability that results – they’ve already done the sums on the costs/benefits – so that always excites me, wherever it is in the world.

GCA: Sponsoring the BIGGA delegation to the Golf Industry Show for eleven years must have been a major expenditure for you. What prompted you to get involved in this and what have you got out of it?

SB: Sure, the investment has been significant but I believe strongly that we should all put something back into the industry that has been so good to us. I have always been a great believer in education and encouraging career development, and giving other people the opportunity to develop their own experiences.

I believe our sponsorship of the BIGGA delegation is an extension of that feeling and a demonstration of our commitment to education that really is the backbone of the industry. None of us should ever stop learning.

Sponsoring the BIGGA delegates has been a privilege and a joy and I can’t begin to tell you what a great feeling it is to see ten greenkeepers, all selected because of their great potential, passion and drive, develop their own experiences and confidence and go on to do things way beyond their own personal expectations.

The other part of this sponsorship that I feel is so worthwhile is the effect that it has on the whole Bernhard team. They all enjoy the process, meeting the delegates, chatting with industry colleagues and exchanging stories. It’s all part of what one can honestly describe as an industry made up of thoroughly nice people.

GCA: As a company that supports the golf business worldwide, what’s your reading of the current state of the industry?

SB: The industry as a whole is holding its breath and waiting. It seems still to lack confidence. Most courses and their management teams spend money only when they have to.

I’ve always been confident about our product and the benefits they bring to sustainability. I do think that more and more people are now understanding the impact of a sharp, consistent cut on the playability and condition of their course and right now that is vital to keep golfers satisfied.

I remain optimistic about the industry. It will inevitably be leaner and attitudes to excessive chemical and water use must be taken seriously with a much more responsible programme of saving and conserving.

All eyes are on golf courses to deliver healthier turf and sustainability and that is precisely what we are about, so to be a major contributor to both these key elements is a good place to be.”

This article first appeared in Golf Course Architecture Issue 33.