Lisa Ferkul joins Golf Canada as new Chief Marketing Officer
Golf Canada
Golf Canada announced today that sports marketing executive Lisa Ferkul has joined the organization as its new Chief Marketing Officer, beginning March 21, 2022.
Ferkul joins the Executive Team of the National Sport Federation after serving more than ten years with Scotiabank, most recently in the role of Director & Head, Canadian Sponsorship Marketing. Her portfolio of responsibilities included all brand, creative, strategic development, digital and social media as well as relationship management for the Bank’s sponsorship marketing portfolio in Canada inclusive of two verticals: Hockey and Arts & Culture.
“Lisa is a dynamic and accomplished sports executive who will take on an instrumental role in the advancement of Golf Canada’s sport programs and commercial properties as well as our signature golf championships,” said Golf Canada CEO, Laurence Applebaum. “Lisa brings exceptional energy and a depth of leadership that will play a critical role in the continued development and execution of Golf Canada’s integrated marketing, communications, digital strategy.”
“I am beyond excited to be joining the incredibly talented team at Golf Canada at a time when golf is thriving across the country,” said Ferkul. “As a passionate golfer and sports marketer, I look forward to contributing to the growth and development of the sport and will work tirelessly to continue driving that momentum.”
The Toronto resident was also a leader in the development of Scotiabank’s diversity, equity, and inclusion strategy in hockey (hockey for all), extensive growth of the bank’s community hockey programming, and was a key member of the deal team that negotiated the landmark $800MM MLSE partnership expansion including Scotiabank Arena naming rights as well as official bank status of the Toronto Maple Leafs and Toronto Raptors.
In 2017, Ferkul was named among the 5 to Watch – Canada’s Sport Business Awards, an annual recognition of five of the most influential and accomplished Canadians under the age of 40 in the business of sport.
A depth of professional association and volunteer experience, Lisa has contributed to a number of organizations including the BlackNorth Initiative; the Sponsorship Marketing Council of Canada; and the Toronto chapter of Women in Sport & Events (WISE).
Ferkul is a graduate of the University of Western Ontario (Honours BA, Kinesiology) and earned a Public Relations Post-Graduate Certificate from the Humber Institute of Technology and Advanced Learning.
Golf Canada will host its 2022 Annual Meeting this week (March 2-3) utilizing a virtual format as the National Sport Federation looks ahead to the 2022 season.
The Annual Meeting brings together Golf Canada’s Board of Directors, staff, and volunteers as well as representatives from Canada’s provincial golf associations and other industry stakeholders.
The opening day session of the Annual Meeting on Wednesday, March 2nd runs from 1-3 p.m. with feature presentations that include:
Golf Canada’s 2022 Outlook & Operational Plan – presented by Golf Canada CEO Laurence Applebaum
Keynote Address: Fireside Chat with International Golf Federation President & World Golf Hall of Fame Member, Annika Sörenstam – hosted by Golf Canada President Liz Hoffman
Canadian Golf High-Performance Strategy – presented by Golf Canada Chief Sport Officer Kevin Blue
Diversity, Equity, Inclusion & Safe Sport – Introduced by Golf Canada Director of Diversity, Equity, Inclusion & Safe Sport, Laura Wilson
The event continues on Thursday, March 3rd with the association’s virtual Annual General Meeting beginning at 1:00 p.m. ET which will include the release of the 2021 Annual Report & Financial Statements.
Golf Canada will also introduce its 2022 Board of Directors including the re-election of Liz Hoffman of Wasaga Beach, Ont., a member of both Mad River Golf Club and The Thornhill Club, to serve a second term as the association’s President.
In addition, Golf Canada will celebrate outstanding contributions to the game of golf including a presentation of the 2021 Bruce Mitchell Volunteer of the Year Award to co-recipients Ken Casey of St. John’s, N.L. and David Atkinson, formerly of Vancouver, B.C. and now Goderich, Ont.
Golf Canada will also announce the 2022 recipients of Golf Canada’s Distinguished Service Award. The honourees will be celebrated in person later this summer during the week of the 108th playing of the Canadian Women’s Amateur Championship, July 19-22 at Westmount Golf & Country Club in Kitchener, Ont.
To watch a live stream of Golf Canada’s Annual Meeting, click the links below:
9 things Canadian golfers can look forward to in 2022
Adam Stanley/ Golf Canada
Golf continues to provide a record number of Canadians safe refuge during the COVID-19 global pandemic as a proven activity that benefits physical and mental health.
As we look ahead to 2022, there is comfort in knowing golf can continue to be a haven for safe gathering and fitness – for all.
And beyond just the ability to continue to play the game, the world of golf has given Canadians much to be excited about as we look ahead to a new year!
Here are nine things Canadians should be excited about in 2022:
BROOKE’S BACK AT THE CP WOMEN’S OPEN
After a two-year hiatus due to the COVID-19 pandemic, planning for the 2022 CP Women’s Open is full-steam ahead. Hosted by Ottawa Hunt and Golf Club, it’s the first time our national open will be in our nation’s capital since 2017. That year Brooke Henderson made the cut on the number and proceeded to fire a course-record 63 on Saturday to zip up the leaderboard. Henderson would, of course, go on to win the CP Women’s Open in 2018 and end up in the final group on Sunday in 2019. Tickets are on sale now for Ottawa’s event and it’s a fabulous opportunity to see some of the best golfers in the world tee it up – including our home-grown hero.
RBC CANADIAN OPEN WELCOMES THE GAME’S TOP STARS
Like the CP Women’s Open, plans for the 2022 RBC Canadian Open are well underway as the excitement for the return of Canada’s lone PGA TOUR stop is at an all-time high. Hosted by St. George’s Golf and Country Club and Islington Golf Club’s practice facility, signs are pointing to this event – last won by Rory McIlroy in Hamilton in 2019 – being a very special one. There is set to be a ton of fabulous new activations for Canadian golf fans and there’s nothing quite like seeing our guys, like the top-ranked male Corey Conners, tee it up in person. Get your tickets here.
The world’s best?️♂️are coming back to Toronto for the RBC Canadian Open.
Speaking of Corey Conners! Both he and childhood friend – and long-time Golf Canada National Team member – Mackenzie Hughes are in the conversation to be part of the International Presidents Cup team at Quail Hollow come September. Mike Weir is back as an Assistant Captain, and if Hughes and Conners both make the team it will be the first time in history with multiple Canadians on the squad.
JERSEY CITY, NJ – SEPTEMBER 28: (L-R) Mike Weir of Canada and Captainís Assistant of the International Team and Adam Hadwin look on during the Thursday foursomes matches of the first round of the Presidents Cup at Liberty National Golf Club on September 28, 2017, in Jersey City, New Jersey. (Photo by Scott Halleran/PGA TOUR)
NEW YEAR, NEW GEAR
We say it often enough, but the top brands in golf continue to put out amazing gear to help you look, feel, and play better year after year. The Titleist Pro V1 (and Pro V1x) continue to be the No.1 ball in golf, while Puma and Levelwear are set to make clothing drops that are fit for the fairways or streamlined for the streets. Look in your bag or your closet to see what might need replaced in the new year and you won’t be disappointed at what’s on offer now, or what’s to come.
FIRST TEE LAUNCHES IN CANADA
In concert with the PGA of Canada, Golf Canada was thrilled to put in motion the launch of the First Tee – Canada in 2021, with a targeted growth strategy for next year and beyond. The commitment from golf’s key stakeholders in Canada will allow for the next generation of divot-diggers to be able to thrive in any environment. With a big thanks to the Golf Canada Foundation and some key donations through this year, it’s an exciting time to be a youngster involved in golf in this country.
ROAD TRIP!
If the last two golf seasons have shown anything to Canadians, it’s that we have a lot of darn good golf courses in this country. Whether you’re looking for a hidden gem somewhere in Saskatoon, keen to combine golf and wine in Niagara, ready to heed the call of the mountains in Canmore Kananaskis, hot for history in Quebec City, or finally ready to check that bucket-list item off your list at Cabot Cape Breton, there’s no better time that grabbing some friends and safely hitting the road, or the skies, to explore what kind of great golf is on offer in this country. Find your course here.
CLUB COMPETITIONS
Perhaps the last two years have been restrictive in terms of who can play and when, but with more safety measures installed at clubs across Canada it’s likely you might have the opportunity to get those competitive juices flowing once again. Maybe you want to test your mettle at your club, or tee it up at a provincial tournament? Or maybe you can finally bring your friend to your place for a thrilling member-guest experience? Whatever the event may be, we’ve got our fingers-crossed that there will be more opportunities in 2022.
GOLF’S GROWING POPULARITY
Whether there was play at a local muni, a nine-hole layout, or a championship 18-hole track, 2021 saw more Canadians teeing it up than ever before – this after a record-setting year in 2020. As Golf Canada continues its commitment to inclusion at all levels, don’t be surprised to see more people from all backgrounds enjoying the game more in 2022. A safe space means more enjoyment for all.
Even Tiger Woods, the greatest modern player in history, is trying to chase improvements on the course. While Woods’ return – of which we saw a tease of in December – is something itself to look forward to in 2022, take a page out of Woods’ book and keep working on your own game. The opportunity to improve (be sure to speak with a PGA of Canada professional!) is something that makes golf a game for a lifetime, and a new year means more time to try to shave a few strokes. Trying to get just a little bit better next year is something that carries many Canadians through wintertime. To keep detailed stats on your game, give Golf Canada’s free mobile app a try.
Golfers share their 2021 stats as part of new Golf Canada #MyGolfYear campaign
Golf Canada
OAKVILLE – (Golf Canada) – Some golfers claim their favourite aspect of the game is recanting highlights (and maybe even some lowlights) with friends following a round of golf.
Now, members of Golf Canada and their respective provincial golf association who track their games with Golf Canada Score Centre can do just that… digitally.
Introducing Golf Canada #MyGolfYear – a retrospective of a member’s golf year generated by the scoring data posted to the Golf Canada Score Centre in 2021.
Statistics on the graphics include total best round, number of holes played, distance played and most-played golf courses.
WANT TO LOCATE YOUR #MYGOLFYEAR GRAPHIC?
CHECK THE EMAIL ASSOCIATED WITH YOUR GOLF CANADA MEMBERSHIP
Golfers who posted scores using hole-by-hole method will see additional statistics added to their graphics, including total number of pars, birdies or better and holes-in-one.
Golf Canada is encouraging members to share their graphics with friends via email or post them to their favourite social networking platform using the hashtag #MyGolfYear. Below are just a few examples shared since the inaugural campaign launched.
Women in Coaching program applications now open for 2022
Golf Canada
Together with the PGA of Canada, Golf Canada is excited to announce the continuation of the National Women in Coaching program and formally open applications for the 2022 cohort.
The Women in Coaching program is an initiative started in 2021 with nine participants, that strives to reach a stronger gender balance among high-performance coaches. Each participant receives in-depth career development support that is focused on four main areas: individualized learning plans, virtual and in-person coaching education, hands-on training experiences with coaches and top players, and new for 2022, integration with the PGA of Canada mentorship program.
“The Women in Coaching program has given me access to a wealth of knowledge that I did not have and has allowed me to meet our country’s leaders in coaching,” said Sarah-Andréa Landry, 2021 program participant and PGA of Canada professional. “The opportunity to share experiences and leadership tools developed during this program allows me to actively contribute to my club, the players I coach and the golf industry in general.”
The 2022 cohort will kick off with an in-person session at the national junior squad training camp in Phoenix, Ariz., where participants shadow national team coaches and engage in content including technical skill development and women in sport leadership.
“The Women in Coaching program presents an opportunity for some of Canada’s most-accomplished female leaders to further their career developments together,” said Jennifer Greggain, coach of Team Canada’s Junior Squads. “The strong collection of coaches will drive the initiative forward through knowledge and experience sharing on the way to building a foundation for the future.”
Now in its second year, the program is led by Greggain, Glenn Cundari (Technical Director, PGA of Canada) and Emily Phoenix (Manager, High Performance Sport, Golf Canada). The program receives financial support through Sport Canada’s Safe Sport and Gender Equity Fund, along with contributions from the R&A and the Golf Canada Foundation Women’s Fund.
How to apply
PGA of Canada professionals interested in the Women in Coaching Program can click here to apply and are encouraged to reach out to Emily Phoenix (ephoenix@golfcanada.ca) with any questions.
Applications close on Monday, Dec. 6 at 12 p.m. ET.
GJAC Virtual Summit presented by RBC – The State of Canadian Golf
Terry Lenyk
The Golf Journalists Association of Canada (GJAC) Virtual Summit presented by RBC on the State of Canadian Golf took place November 11, 2021, which was part of an ongoing GJAC series intended to help membership stay connected, as well as to generate discussion and opportunities around important issues in the game.
GJAC Virtual Summits presented by RBC are approximately one hour in length and are recorded for public viewing. You can watch this one below. The format consists of a moderated question and answer period, followed by a brief opportunity for questions from attendees.
Panelists for this Summit include:
*Laurence Applebaum, Golf Canada * Kris Jonasson, BC Golf *Kevin Thistle, PGA of Canada *Jason Logan, SCOREGolf Magazine – Moderator
Volunteers. Golf in Canada can’t do without them and for many who try it, it becomes a life-long passion.
Tens of thousands, if not hundreds of thousands of Canadians volunteer every year at all levels of golf – from local junior events up to and including the RBC Canadian Open and CP Women’s Open.
“The volunteers at our recent Canadian Men’s Amateur Championship at Ambassador Golf Club in Windsor absolutely loved what they were doing,” said Golf Canada president Liz Hoffman, who enjoys attending tournaments and getting to hang out with volunteers.
“Whether they were walking scorers, spotters or bringing out water and fruit for the players they loved every minute of what they were doing, and it was contagious.”
Liz Hoffman and Ruth Giles (Credit: Jeff Vogan/SPORTDAD Sports Photography)
Hoffman says if you consider all the roles and responsibilities volunteers have as part of Golf Canada’s board, councils and committees, helping at championships and qualifiers, or who serve as referees or work on handicapping and course rating and then factor everything that happens at the provincial level there is no doubt golf in Canada couldn’t function without them.
“They (volunteers) are integral, right across the country,” she says. “They’re the machine.”
Jim Clark, an Aurora, Ont., resident, first volunteered to work the Canadian Open in 1984 after hearing about it when he was curling.
“I was on the caddy committee,” he explains. “I just loved it. Standing in the parking lot at Glen Abbey and meeting the players as they got out of their cars.
“I enjoyed it so much I did it the next year, and the next year and the next year. And I’ve never missed one since.”
In time, Clark became a governor of the Royal Canadian Golf Association (now Golf Canada) and he has worked every significant tournament Golf Canada has been involved in.
But why?
“It can be long hours and exhausting, but it gave me an energy,” he says. “It was the highlight of my year many times. That’s why I kept going back.”
Clark said volunteering in golf gave him a feeling of being part of a team and he loves to talk about the friendships he’s made through working golf tournaments and how volunteers come from all walks of life.
“We had a doctor who ran a parking lot at the Canadian Open,” he said. “He took a week off from his practice to direct cars in the parking lot.”
Hoffman’s introduction to volunteering in golf was not unlike Clark’s.
It happened in 2006 because the University of Toronto, where she was director of athletics and high-performance sport, was hosting the Canadian University/College Championship at Thornhill G&CC, where she’s a member.
After that experience she volunteered at the club level, then with Golf Ontario. And now, 15 years later, she is president of Golf Canada.
Both Hoffman and Clark agree that it’s not hard to get volunteers back for a second or third time because they see they’re making a difference and are having fun doing it.
“Once people do it they love it and they’ll go back,” said Clark. “The hard part is getting them out for the first time because some people can be intimidated by it.”
That’s one of the reasons Hoffman is on a crusade to broaden golf’s volunteer base in Canada.
“I’ve had so many parents come up to me and say, “if you ever need volunteers let me know because I’ll help in any way I can,’” says Hoffman who points out the reason they ask is because they simply don’t know how to get involved.
For starters, you don’t have to be a great golfer or even a golfer, period.
“We welcome applications from all individuals who share our values and may contribute to increasing equity diversity and inclusion in our sport,” says Hoffman. “We want to look inside and outside our sport.
“We want to broaden our volunteer base and underrepresented groups are key. We need to make sure we reach out to them and let them know who we are and how to get involved.”
Golf Canada has made it simple to sign up as a volunteer. For starters, you can simply go to dev-www.golfcanada.ca/volunteer-opportunities to get more information on how to volunteer with Golf Canada.
Or if you prefer, you can call Golf Canada or your provincial golf association and ask, “how do I volunteer?”
You can reach Golf Canada at 905-849-9700 or toll-free at 1-800-263-0009.
Golf Canada names Laura Wilson its new Director for Diversity, Inclusion and Safe Sport
Golf Canada
Former executive director of Ontario Para Network will help support the National Sport Federation’s commitment to creating a safe, diverse, and welcoming environment within the organization and across the sport.
Golf Canada has announced the hiring of Laura Wilson as its new Director of Diversity, Inclusion and Safe Sport.
Wilson, an experienced and enthusiastic senior leader, has held important executive positions at various organizations including most recently as the Executive Director of the Ontario Para Network, and previously with the Coaches Association of Ontario, and the 2017 Invictus Games in Toronto.
The role is a new position in Golf Canada, reflecting the organization’s elevated commitment to driving diversity and inclusion in all facets of the game as well as ensuring a safe sport environment for all enthusiasts.
“We are extremely proud to add someone like Laura, with the depth of her experience and skill-set, to our team,” said Golf Canada CEO Laurence Applebaum. “Golf Canada launched an extensive search for committed leader such as Laura who could advance our efforts across equity, diversity and inclusion as well as our critical safe sport activities. As an organization and industry, we are looking forward to open dialogue, engagement and action with our stakeholders and partners to help develop and execute an important diversity, inclusion, and safe sport strategy for the betterment of the organization and our sport overall.”
As part of Wilson’s effort, she will chair Golf Canada’s Diversity and Inclusion Alliance to execute a multi-point strategy to help all individuals to foster an environment where all feel responsible for advancing diversity, equity, and inclusion.
“I am committed to building diverse, fully inclusive, and equitable sport pathways for future generations of all abilities, and I can’t wait to get started at Golf Canada. As a sport leader, I am also committed to increasing opportunities for all,” said Wilson, who immigrated from India with her parents as a child.
“I believe we all have a responsibility to champion safe sport and inclusion while fostering the change we want to see in our organization and across our communities.”
Golf Canada recently launched an Equity, Diversity, and Inclusion online resource as an expression of is commitment in this important space. The portal outlines a number of the policies, activities and alliances that are currently underway.
Earlier this year, Golf Canada also launched a Safe Sport online resource as part of its fundamental responsibility to protect the health, safety and physical and mental well-being of athletes, staff, volunteers, and other enthusiasts involved in its activities.
Wilson has experience not only as a senior leader in the associations and organizations space but has a background in media and content development as well. Her robust volunteer experience across many sports along with a continued interest in education and growth made her a perfect addition to Golf Canada’s team.
Wilson has already begun in her role with Golf Canada and can be reached at lwilson@golfcanada.ca.
AN INVITATION TO CONNECT: CEO Laurence Applebaum on Golf Canada’s Commitment to Support Diversity and Inclusion
Laurence Applebaum (Golf Canada)
Laurence Applebaum, Golf Canada CEO
It was a transformative moment for our organization.
A virtual town-hall with staff in the summer of 2020 to talk about the tragic and senseless murder of George Floyd and reflect on what we were seeing and experiencing in the world around us. The team shared an honest and emotional conversation, and I was incredibly moved by the personal sharing, thoughtful insights on racial injustice, and the conviction that everyone brought to the call.
Many followed up with a willingness to play a role in what comes next for Golf Canada—a shared commitment to be an organization of impact that could lead through action. I look back to that moment as a catalyst for the important steps needed to make our organization and our sport reflect the multi-cultural diversity, inclusiveness, and acceptance that we all want as Canadians.
It was that commitment that led to the creation of Golf Canada’s Diversity and Inclusion Alliance and a vision for who we want to be in this important space.
“As the National Sport Federation and governing body, Golf Canada is committed to creating a safe, diverse, and welcoming environment within our organization and across our sport.
We recognize that even as Canada’s most participated sport, we know that our sport is not free from prejudice, stigma, racism, or systemic bias. Golf Canada stands in solidarity with racialized persons and equity seeking groups and is working to better understand the challenges of racialized communities as well as the 2SLGBTQIA+ community and golfers with a disability.
We formed our Diversity & Inclusion Alliance to develop a strategic action pathway that will guide the organization’s efforts to create a more inclusive and respectful sport environment. This includes a review of Golf Canada’s policy for Equity, Diversity, and Inclusion; education and training for staff and volunteers; integration of diversity elements across all programs, events and partnerships; and a commitment to be a leading voice in global golf that supports diversity and inclusion in the communities where we live, work and play.”
As the national sport federation, we needed to do the work—to begin having conversations about privilege and bias that were uncomfortable but important.
To learn from thought leaders and invest in training and education for staff and volunteers. Golf Canada’s Equity, Diversity and Inclusion Policy has been in place for a number of years and the efforts of our Diversity and Inclusion Alliance have brought forward strategic activities that bring the spirit of our policy to life. The areas of focus include: a diversity audit; education and training; recruitment and retention; advocacy; and support for racialized and diverse communities.
The launch of our Equity, Diversity and Inclusion online resource is an expression of our commitment in this important space and portal to many of the activities and alliances that are currently underway.
To reinforce our commitment to be an organization of impact, we are proud to welcome Laura Wilson, former executive director of the Ontario Para Network as Golf Canada’s new Director of Diversity, Inclusion and Safe Sport.
I am extremely proud of the work that has been done by Golf Canada’s Diversity and Inclusion Alliance to inspire an organization-wide commitment to developing a more inclusive and inviting culture within our sport. Some of the activities undertaken to date include:
Professional development training for staff and volunteers in areas such as unconscious bias, microaggressions, and anti-racism.
An internal diversity audit of staff and volunteers through a self-identification survey as well as a COBRAS survey to assess awareness of racial privilege, institutional discrimination, and racial issues.
An ongoing review of our job postings and process with a goal to diversify and expand the applicant pool for staff and volunteer recruitment.
The launch of First Tee – Canada to strengthen Golf Canada junior activities through a curriculum focused on empowering youth and building strength of character through golf.
The launch of the Canadian All-Abilities Golf Championship to provide a national competition for golfers of all abilities with disabilities.
The identification of important dates and events for celebration, reflection, or awareness.
Exploring opportunities to engage indigenous, racialized and 2SLGBTQIA+ communities, golfers with disability and other equity-seeking groups across Golf Canada programs and championships.
Golf Canada is also fully committed to fostering a safe sport environment for golf. As the national sport federation, we have fundamental obligation and responsibility to protect the health, safety and physical and mental well being of athletes, staff, volunteers, and other enthusiasts involved in our sport.
Change takes time. As much as anything, we want to make a connection with the many equity seeking groups who do not feel welcomed within the golf experience.
That means encouraging national, provincial, and local golf organizations along with golf facilities to consider education and training with an expressed commitment to support diversity and inclusion in the communities where we live, work, and play.
It is an invitation to golf’s stakeholders to consider positive action through policies, programs, recruitment, and retention to support the progression of indigenous communities, racialized Canadians, 2SLGBTQIA+ communities, golfers with disability and other equity-seeking groups who are playing and working at all levels of the sport.
It also means promoting opportunities for diversity and inclusion through advocacy, education, recruitment, and financial investment across areas of our business.
As Canadians, the deeply disturbing tragedies of the residential school system and the ongoing impact on our Indigenous communities further reinforces the need for greater education and acceptance, and reconciliation. Those in our sport can benefit by understanding and advancing the unique connection between golf and our indigenous communities, as so thoughtfully examined in this SCOREGolf cover feature.
I want to recognize and thank our partners at the PGA of Canada for their extensive work in this space through the activities of their dynamic Diversity Task Force. We are also learning through the meaningful efforts of our many provincial, national, international, and corporate partners who have a shared vision to make our sports and our communities more inclusive.
While the expression of Golf Canada’s commitment to support equity, diversity and inclusion and our activities to date are important steps, our work and our investment in this important space is only just beginning.
Together with our Board of Directors and staff, we look forward to connecting with the entire golf community to create a safe, diverse, and welcoming environment within our organization and across our sport.
