World of Leading Golf
In 2002 the first Leading Golf Association to represent and strengthen the countries’ very best golf clubs was founded in Austria: THE LEADING GOLF COURSES of AUSTRIA.
The Leading Golf Courses Mystery Test was introduced to objectively evaluate, certify and sustain the quality of the member clubs concentrating mainly on the supreme caretaking of the courses.
Due to the success of the Austrian idea, Germany founded its own union in 2004, succeeded by Switzerland in 2006.
Having recognized the limits of national boundaries – and the chances when crossing them – the European roll-out of THE LEADING GOLF COURSES EUROPE started in 2012 and included Spain, Italy and Portugal.
THE LEADING GOLF COURSES EUROPE picked up on the basics of the national foundations and gradually expanded and modified them to match up to the diversity of a growing number of member clubs and countries.
By the end of 2014, golf cubs belonging to the association could be found in 13 countries and thus has become a pan-European network taking care of national as well as international interests of member clubs and associates.
To be able to tell the whole story of what Leading Golf means to us and our target audience, we have rebranded to become the WORLD OF LEADING GOLF in 2015:
⟩ An international, independent name standing for a superior golf experience.
⟩ A future-oriented, dynamic organisation ready to act as and for a global player.
⟩ A differentiated, absolutely customer oriented philosophy and
⟩ Outstanding products and services for member clubs and golfers.
In 2017, the WORLD OF LEADING GOLF association has grown to encompass more than 50 golf clubs from 18 countries enabling the member golfers of WORLD OF LEADING GOLF member clubs to be welcomed and "feel like a member" when visiting some of the most esteemed golf clubs in Europe and beyond. Be it on the British Isles or the Turkish Coast, be it Central Europe or the Spanish Islands, Lithuania or Morocco, St. Petersburg or Abu Dhabi … the WORLD OF LEADING GOLF Label will make sure demanding golfers find the quality they are looking for.
THE WORLD OF LEADING GOLF MYSTERY TEST
Besides an official assessment of any club that applies to becom a World of Leading Golf member club, the venue has to pass the World of Leading Golf Mystery Test in order to be admitted to the association.
The test is anonymously executed 2 - 4 times a year by testers with a handicap from 0 - 25, commissioned by International Golf Research, a joint venture of World of Leading Golf with St. Andrews based Braemar Golf. The test serves to measure, benchmark and compare our member club’s qualities against each other and versus other relevant competitors.
Based on a professionally developed questionnaire, the test is aimed on amelioration in all quality aspects meaning that the testers not only check on course conditions, they also assess all golf-relevant facilities and services on and off the courses. Since a club’s atmosphere and style as well as the employees’ attentiveness play a major role in a guests wellbeing, the test also includes questions of customer service and customer satisfaction.
In respect to the diversity and internationality of WLG members, the mystery test has been refined to adapt to differences in focus and the golfer’s expectations.
The test results are not disclosed to the public. After the annual revision, only WLG member clubs get access to their final test results which may then be used for marketing purposes as well as further counselling regarding economic targets. In addition the World of Leading Golf Mystery Test results are being used to determine the annual World of Leading Golf Award winners.
The WLG Mystery Test procedure contains:
- On-location test by 1 anonymous player per test
- Processing and presentation of the resulting facts & figures
- Detailed analysis and comparisons
- Access to total results of all WLG member clubs
- Ranking of all clubs
The aspects anonymously tested are:
For World of Leading Golf member clubs, the obligatory Mystery Tests may lead to significant and tangible return for minimal investment and can be used as a marketing tool to promote international awareness.