PGA of Canada launches Pro:Formance

While I was traveling last week the PGA of Canada announced Pro:Formance, a magazine I helped create that will launch in April and be distributed by PGA of Canada members and partners Golf Town as well as Golf Canada. I think this is a fascinating way to promote the services and skills of PGA of Canada members — something that probably hasn’t happened enough in Canada where there isn’t a Ryder Cup or PGA Championship to bankroll things.I’m thrilled at the reception the concept has received since we started meeting with industry partners late last year.


ACTON, ONT.]–The PGA of Canada is pleased to announce the launch of its new consumer magazine, PGA PRO:Formance, an all-digital publication that promises to engage with golfers from across Canada and help further develop and promote the sport.With a partnership between Golf Town, Golf Canada and the PGA of Canada’s network of 3,800 PGA Professionals, the digital consumer magazine will land in the inboxes of approximately 1-million golfers from across the country shortly after The Masters this April.

“We’re very excited about the launch of our new online publication, PGA PRO:Formance,” says PGA of Canada CEO, Gary Bernard. “We see the magazine as a fantastic communication vehicle that will not only inform and engage Canadian golfers, but will also help extend the brand of the PGA of Canada.”

Written by many of Canada’s leading golf writers, PRO:Formance will be overseen by award-winning golf journalist Robert Thompson and the PGA of Canada’s Communications and Social Media Specialist, Chris Fry. Golf marketing veteran Dave Cowx will be responsible for design work, while the PGA’s Director of Business Development & Brand, Jeff Dykeman, will oversee the magazine’s ad sales.

“From front-to-back, PGA PRO:Formance will be filled with content from the best golf journalists in the country; there is no doubt that readers will be engaged, intrigued, interested and excited about golf in Canada,” says PGA of Canada President, Gregg Schubert. “The beauty of having a completely digital publication is that you can be far more creative and use technology to your advantage, such as embedding videos straight onto the page.”

Readers can expect in-depth features on the 10th anniversary of Mike Weir’s win at Augusta National; a closer look at some of the classic Canadian golf swings from the likes of Moe Norman to Graham DeLaet; as well as PGA of Canada professionals sharing their experiences of working with the best players on the professional tours around the world.

PGA PRO:Formance will also contain sections on this year’s newest equipment, travel destinations across Canada and various instruction articles from award-winning PGA of Canada Professionals.

The inaugural issue of PRO:Formance will be available in a digital magazine format this April.




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Robert Thompson

A bestselling author and award-winning columnist, Robert Thompson has been writing about business and sports, and particularly golf, for almost two decades. His reporting and commentary on golf has appeared in Golf Magazine, the Globe and Mail, T&L Golf and many other media outlets. Currently Robert is a columnist with Global Golf Post, golf analyst for Global News and Shaw Communications, and Senior Writer to ScoreGolf. The Going for the Green blog was launched in 2004.

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