Eric Lynge: “Vietnam has all the elements to grow golf”  02:50, 20/02/2022

Can you introduce yourself and SMS Company to our readers?

Sports Marketing Surveys is a market research agency dedicated to the sports and leisure industry. We are very fortunate to work with a strong roster of clients throughout the golf industry ranging from the governing bodies of the game, professional tours, media, manufacturers, retailers, and tourist boards. All of our work is designed to help our clients better understand the market place and their target audience. SMS has opened up Asia operations in Singapore with Sports Marketing Surveys Asia. I am Director of this Asian office and we are already very busy in implementing golf and sports research. Vietnam is a key market for us. 

Is it the first golf survey SMS done in Asia?

SMS has performed many surveys in Asia for various clients over the years. The COVID Playing Habits was the first of many multimarket surveys on playing trends to come. What is the importance of the survey toward the golf industry in Asia? Knowledge is power for all those involved in the golf industry. 

Why did you come to golf?

I played golf while growing up but grew more attached to the game when I moved to Asia over 30 years ago. After 20 years in the media industry I had the wonderful opportunity to join The Asian Tour where I worked for 7 + years and then with the Asian Golf Industry Federation for another 7 years. Now with SMS Asia, it is yet another progression in my personal and professional passion for the game. And why do you want to be in the golf industry? There is no other game which has as large a positive impact upon its participants and the communities and professions that it supports. 

Can you evaluate the potential of the golf and tourism industry in Vietnam? 

Vietnam has all the elements to grow golf, both for local players and international visitors. The country has a young and hospitable population which is very welcoming and tourism friendly. Vietnam is blessed with geographical advantages, both sand based coastal courses and mountainous areas for inland courses. The larger metropolitan areas already have a good base of courses as well. Vietnam also has a whole host of other wonderful attractions to keep golfers occupied after their rounds.

What do you think about the Vietnam Golf & Leisure Awards? 

Awards whose mechanisms are transparent and reward the hard work of the owners, club and turf management are a great way to recognize their efforts. Awards also motivate golf and tourism bodies to strive for improvement year on year. Finally, awards can also help shine a spotlight on some of the best performing clubs and destinations, and help attract international tourists

What is your contribution to the Vietnam's Golf & Leisure Awards as an independent organization?

I’m delighted to have been asked to be a panelist at the awards. SMS could also be commissioned to provide some provide some specific research for the Vietnam Golf and Leisure industry and present global golf trends. 

Do you have any plans for Vietnam in the future? 

SMS Asia will be very active in Vietnam in providing market intelligence to governing bodies of the game, facilities, media, manufacturers, and tourist boards.

Full name: Eric Lynge

Position: Director, SMS Asia

Famous quote:

“Golf is deceptively simple and endlessly complicated.” - Arnold Palmer

Hobbies:Travel, Reading

Handicap: 9

Best golf memories: 

Any day walking down the first fairway with good friends