Robert Maxfield has taken the decision to step down as Chief Executive of The PGA at the end of the year, the role he has held since 2017
“It has been a privilege,” Rob says, “to lead The PGA and steer the Association forward improving the service and support we provide to PGA Members. Each and every day I performed my role, I was driven with one purpose – how can we do more to help and support our Members?”
“Very early in my role as Chief Executive, I felt it critical to ensure the focus of our organisation was on our Membership. Working with the Senior Team, we set about creating clear and concise plans to achieve this. At the heart of the planning was the vision ‘to be the best and most reputable Members Association in Sport’, supported with the mission statement ’To improve the Personal and Professional Lives of our Members’. This clarity was critical to focus the entire team on our core purpose. I reminded staff and Members at every opportunity that this was why we existed, and I am pleased that this clarity of focus is now at the heart of everything the Association does.”
Rob’s drive and passion to support PGA Members has been at the forefront of his work at The PGA. The introduction of a Members’ survey in 2017 became a catalyst for many of the strategic projects Rob subsequently launched with his team. The 2025 Members’ survey demonstrated the progress made by the Association through increased Member satisfaction levels.
TOUGH TIMES DURING COVID
During the Covid pandemic, The PGA played a significant role in ensuring golf was one of the first sports to open. Rob’s determination to assist Members through this challenging time led to many initiatives, including deploying The PGA team to call all 8,000 Members to offer assistance and support. A Covid support hub was created, and Webinars were introduced on a regular basis to ensure Members were equipped to deal with the challenges of the pandemic.
PGA Education has been restructured since 2017 to greater meet the needs of PGA Members including the development of the PGA Learn platform. The introduction of PGA Excel now allows PGA Members to highlight their unique skills and impacts across the golf industry. PGA Play provides Members with a platform to promote golf lessons and custom fitting, and the recent introduction of a recruitment platform will ensure that more job opportunities are presented to Members. Advancements in communication have resulted in Members being more informed than ever before.
Recognising the importance of PGA Members working overseas, greater support was introduced, including establishing an annual overseas conference. In recent times, relationships have been established that will more greatly enhance The PGA’s standing and reputation on the international stage including the opportunity, in 2026 and beyond, to increase international students joining the PGA Education program.
PGA Tournaments have seen declining participation levels for many years, but more Members are now playing in tournaments due to the introduction of a new Tournament Strategy.
Rob took a lead role in the development of the PGA World Alliance which brought together PGA’s from around the world championing the interests of all PGA Members.
FUTURE OF THE PGA
Looking to the future, Rob believes a greater focus on supporting Members who move into management positions will be vital if the Association is to stay at the forefront of developing a professional workforce for the industry. The recent launch of the PGA Business & Management Institute will allow the Association to increase the levels of support for Members.
This year, under Rob’s leadership, the Association has commenced a comprehensive Governance review. At the heart of this review is ensuring a fair, transparent and open process for the election of Board and Committee positions. Enhancing diversity and representation will ensure the interests of PGA Members continue to be at the forefront of all decisions affecting the Association.
Rob commented, “PGA Members are considered the best qualified individuals in our industry, and it has been a privilege to get to know so many of our circa 8,000 Members. Their professionalism, dedication and commitment to our game fills me with great pride.”
“Since joining The PGA in 2006, I have had the opportunity to meet and work with so many of our Members. The friendship and support shown to me means so much.”
PGA Chairman Alan White noted how “Rob’s passion to support and help our Members was often the common theme throughout the conversations we had.”
“On behalf of our Members and The PGA Board, I would like to thank Rob for his vision, commitment, dedication and hard work in his drive to improve the personal and professional lives of our Members. I’m sure the Association and our Members will join me in sharing their appreciation for the progress made during Rob’s time as Chief Executive.”
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