GOLF DATA: Carrying the Flag for SA Golf

In November, at a glitzy ceremony in Dubai, the eighth annual World Golf Awards got under way with attendance from those involved in the world’s most high-profile courses, home to some of history’s most famous sporting memories. These awards are all about celebrating excellence in golf tourism, world-class courses, and golf destinations.

South Africa remains one of the world’s premier golfing destinations, home to a number of the global elite golfers and an abundance of renowned courses. Beauty, excitement and tough all in one – golf in South Africa is special.

At the World Golf Awards, the St Francis Links in St Francis Bay was named the Best Golf Course in South Africa for 2021. This prestigious course is famed across the golfing world, claiming multiple awards and driving the success of sport in the region.

But it did not come about by accident. St Francis Links, like most in South Africa, was carefully planned and designed to delight. Jack Nicklaus was behind the concept. The world-famous golf legend has proven his ability as a course designer and his local team, Nicklaus Design, knows what is required to create the very best in South Africa.

A key ingredient in the recipe is Golf Data, a 32-year-old business headed by Chairman Robbie Marshall and Managing Director Gary Waage.

In 1981, Marshall established a small business called Lawn Doctor following completion of a turf management course from A&M University in Texas. Clear demand for his excellence on the greens came quickly and, following the establishment of Golf Data in 1989, Marshall partnered with Nicklaus Design in 1995 during a visit to Augusta National for the Masters.

Waage, Marshall’s nephew, joined the team in 1994, becoming MD in 2012. As the former Head Superintendent at Pecanwood Golf and Country Club (another Nicklaus-designed course), Waage has helped the company to grow into a globally-respected, award-winning organisation that operates across different disciplines including golf course construction and maintenance, general landscaping, design, and consulting.

AWARD WINNING

“We started as a small, family-owned business,” Waage tells Enterprise Africa. “We have grown from a small greenkeeping business to a large organisation that has won the coveted Golf Digest ‘Best New Course’ award on six occasions, involved in 25 of the top 100 South African courses and our Chairman was awarded Complete Golfers most prestigious award, the ‘Lifetime Contribution to Golf Award’.”

Today, the company and its 600 employees operate country-wide but is headquartered between Somerset West and the major Steyn City estate development in Gauteng, between Johannesburg and Pretoria. The golf course at Steyn City, built by Golf Data, is a marvel.

For many years, the site sat unused as an old quarry. The land was dry and dying – wasted space and waste opportunity. But insurance magnate Douw Steyn purchased the site and transformed it to a lush green space – soon to be home to one million newly planted trees – creating employment and prospects. Nicklaus wanted a course that was visually stunning but highly playable, encouraging amateurs to return. 430,000 cubic meters of soil was moved to begin construction. Huge amounts of sandy loam soil was then brought in to create even fairways. The course crosses the Jukskei River and required extensive work to create a grey water irrigation system. This challenge was welcomed by Waage and team.

“The Nicklaus-designed course is our seventh and latest masterpiece. Steyn City is quickly becoming iconic in the golfing industry and a must play on the Gauteng and South African golf circuit,” says Waage.

Jack Nicklaus said that creating courses like this is now his passion. “Designing a golf course is my total expression. My golf game can only go on so long, but what I have learned can be put into a piece of ground and that will last beyond me.”

For Waage, the Steyn City course is yet another feather in the cap for this industry leader.

“In conjunction with Nicklaus Design (one of the biggest signatures that can be added to a golf course project), we designed and constructed the golf course while a nursery was established to grow and supply plants to the estate during development. The course creates a hype in the market, and the clubhouse doubled as a sales/marketing centre for the estate that for a comparatively small budget established the brand and destination helping sales once the development was launched to the market.”

The South African Landscapers Institute (SALI) commended Golf Data with two awards of excellence for its work at Steyn City. A Trophy for Best Specialised Turf Construction, and a Gold Award for Specialised Turf Construction at the Steyn City High School Sport Fields were acknowledged by National Judge Sbu Dladla.

STRIKING PORTFOLIO

A glance at the company’s track record reminds the industry why Golf Data is an industry leader. A who’s who of South African golf has trusted the company to perform. Durban Country Club, Humewood, Leopard Creek, Glendower, Pearl Valley, Randpark, Hermanus, Johannesburg Country Club, and Royal Johannesburg are just a few listed on the Golf Data resume.

“We started off building golf courses and then maintaining them. We have been doing this for some time and we have quite a large portfolio with the maintenance that we do across a large range of courses,” admits Waage.

“There are two parts to the business: the maintenance division and the construction division. That is our core business but one market we have also ventured into is landscape installations and landscape maintenance, meaning we are not only golf. We can handle anything to do with landscaping, shaping, planting, design etc,” he adds.

In the future, Golf Data’s association with Nicklaus Design will continue to prove its worth as the company looks for international expansion. Already boasting a sterling reputation, this world-class player sees major opportunities in other geographies, with stronger economic conditions and improved investor confidence.

“We are trying to expand overseas and pick up work in Europe and elsewhere,” explains Waage. “We are busy tendering and we are interested in getting our name out there. Golf Data’s aim is to be the very best at what we do, and in that process create long-lasting relationships with our business partners.”

Of course, South Africa is where Golf Data started and where Robbie Mitchell and Gary Waage have made a name for themselves. Without doubt, the maintenance arm of the business will continue to thrive in SA, and for every new development that is explored, Golf Data will be top of the list when it comes to a turnkey solution.

“South Africa has its challenges but if you an entrepreneur you can certainly make it work here,” says Waage.

STILL SWINGING

The company managed to survive through the pandemic where many struggled, with South Africa’s lockdowns some of the harshest around the world. Working outdoors and continuing with maintenance on some of the most esteemed courses in the country, Golf Data saw a slowdown in new investment spend but adapted to continue serving its clients, who are viewed as long-term partners.

“It was tough,” admits Waage. “The lockdowns were severe and when you are not invoicing, your cashflow is knotted – it tests how strong you are financially. At the same time, with maintenance, that is a good annuity business and, fortunately, our clients still needed to keep their courses alive and complete maintenance. A lot of our clients were very supporting and wanted to make sure that staff and suppliers were paid. Construction was where we felt the pinch as we were simply not producing anything and therefore not able to invoice. As hard as it was, we got through it.”

In May, following this challenging period, Stellenbosch wine estate Hazendal unveiled its brand-new international standard 18-hole Golf Data designed and built course. This challenging project saw the Golf Data team faced with an overgrown site, ravaged by alien species, requiring a major overhaul to shape a shorter but exciting course. Local trees and shrubs were planted, and Golf Data rolled out the finest turf on the market for the greens – the same as would be used at any full-sized championship course. The multi-function site is now home to a driving range, practice course, putting green, and sits on a vineyard with hotel, restaurant and all associated hospitality offerings.

“With a heritage of 30 years in the golf and landscape industry, Golf Data has become an industry leader backed by experience and skilled expertise,” says Waage.

“With our wide range of services we are able to reduce risk and act as a single point of contact for all your green areas needs.”

Waage is confident going into the future. The business is a long-term creator of opportunity and delivers beauty in South Africa’s outdoor environment. As its brand grows, thanks to awards like the recent success of St Francis Links, this is likely to be a company that can celebrate international expansion.

“We focus on creating relationships and delivering quality based products. We are proud of our brand and the brands we associate with and strive to continually improve this image,” he concludes.