(updated 24-mar-10 12:17 )  

The PSA: An Evolving Brand and Enterprise
 
With a major changing of the guard at the PSA, one year ago, the Tour that is the face of the PSA is in evolution, and along with it are big changes in the internet broadcasting of the game, the PSA's website and the PSA's operating philosophy itself. Much of that, necessarily, has been happening behind the scenes. The typical squash fan has only seen bits and pieces of what the PSA is trying to accomplish in making itself over.

To get behind the scenes and understand what's behind the changes that we are seeing bit by bit, we got new PSA chief executive, Alex Gough, to spend some time explaining his role and what he and the organization are hoping to achieve.

Alex, for most of the past decade a constant presence on the pro tour, and for many of those years a threat to the top players week in and week out, retired a few seasons ago and was named PSA Chief Executive almost exactly twelve months ago.

THE INTERVIEW
Due to the global nature of the sport and the PSA Tour, this interview was a virtual affair. SquashZag and SquashTalk have collaborated to ask Alex a set of questions, which we felt the worldwide squash audience is interested in, and in bringing Alex's answers to our respective worldwide audiences.

We would like to congratulate the PSA on the openness they have exhibited in providing clear answers to our wide-ranging questions. This level of transparency is a good model for other squash organizations!

Alex talks here in the interview about the demands of his job, the launch of the new SquashTV web streaming service, and about the upcoming re-launch of a new PSA website.

WHAT DO YOU THINK?
We are interested in your reactions and ideas, based onthe direction the PSA tour is going in. To a large extent, the PSA Tour is the face of our sport to the public. The glimpses the public sees of pro squash at Giza in Egypt, Grand Central in New York, Canary Wharf, and a host of other high profile locales is our sport's chance to gain the interest and respect of sporting fans everywhere. Let us know what you think, and what your ideas and reactions are. We have posted an online poll at [LINK TO BE PROVIDED], or send us an email (editor@squashtalk.com) or post an online comment at SquashZag.com.

SQUASH T&Z (Talk and Zag): You've been on the job a year now. What is the most rewarding or satisfying parts of job? 

ALEX G: All of it so far... most of all making the production, look and feel of the sport into one that will compete with other sports around it's level in the first instance and then push on and compete with the sports that are just ahead of us at the moment. Then do the same again and then the same again until we reach the full potential of what squash has to deliver.

SQUASH T&Z: And of course there must be things you could do without? 

ALEX G: The huge volume of Emails ...

SQUASH T&Z: What are the frustrating aspects of pro squash management?
 
ALEX G: Squash Players.

SQUASH T&Z: Where would you rather spend your time instead of sifting through emails? 

ALEX G: Planning and strategy really needs our attention at this time.

SQUASH T&Z: What might the average squash enthusiast not realize about role, efforts of the association and it's management? 

ALEX G: This is a 24/7 Tour and therefore a 24/7 job.  There are not many times in the whole year where you can truly switch off.

We are a relatively small staff that has to deal with over 120 tournaments a year and 120 closed satellite events. Whilst we are in the throes of trying to change the face and structure of the association there is still a thriving and busy tour to manage.  Tough to juggle both at the same time.

SQUASH T&Z: There’s been a lot of talk of trying to organize the tour by regions.  Many fans might not fully appreciate the toll the constant traveling takes on the players (for example, CIMB Malaysia this week, Canary Wharf next week).   Is this something that can be accomplished in the  short or medium term?

ALEX G: We have been working non-stop on this and we feel we have achieved well in some areas.  Some National Federations/event promoters want/need to be revisited twice in a year, therefore this needs to accounted for.  Malaysia is one of these and means there are certain events where we cannot keep to the geographical swing.

SQUASH T&Z:  Part of the reason given at the time for the new (shorter) scoring system was to reduce injuries among the top pros. But almost all of the top pros have had some serious injuries over the past year, which have made it hard to see all the top pros at full strength at one event.   Has the PSA been looking into this and are there any thoughts as to how to address this?

ALEX G: We are looking into more consistency among the physios/massage therapists that attend each event so the players are as well looked after as possible.  Some players deal with this better than others and that is part of being a professional sportsman and why players are ranked across a 12 month period.  The strongest will rise to the top and those who cannot cope will be ranked lower.  Ramy Ashour, Nick Matthew are classic examples of players that coped incredibly well with a tough schedule and still managed to play a 2 hour battle in Saudi at the end of 2009.  This year may be one of the toughest ever as we have the Commonwealth Games and Asian Games in the middle of our busiest period.  It has been tough to accommodate all of the events.  We need these large events to grow the game but we may be close to limiting these after this year 

SQUASH T&Z: Briefly you held the role of COO of the PSA and stepped up to CEO and so for the past 12 months you have been the CEO of the PSA. So far, what has been the ...

Biggest surprise?
ALEX G: Amount of people to communicate with at all times...TV graphics being as separate as they are from a TV production company

Steepest learning Curve ?
ALEX G: TV and web-streaming technical side 

Significant Achievements?
ALEX G: First, the launch of psasquashtv.com (still has it's teething problems but the production levels now, I feel, are very high). And second, the rebranding of the Association has been a tough and involved process, and I'm very proud of where we have got to. 

Best Day on Job?
ALEX G: Achieving Live TV out of Grand Central Terminal

Worst Day on Job
ALEX G: I Cannot possibly say 

Accomplishments you are most proud?
ALEX G: Th roduction level on Psasquashtv and the team that is starting to form around this production.

Most disappointing? 
ALEX G: The Olympics announcement in 2009

SQUASH T&Z: How do you see the premier leagues (UK, Germany, France, Holland) interfacing with the tour in the future.  There are many meetings of the top pros that are almost invisible to the worldwide audience, because they are happening at clubs in these leagues?

ALEX G: These leagues have always been bread and butter to many up and coming professional players.  A way of earning some extra money to subsidise being an International competitor and a good place to improve and play top players.  I would have thought these leagues may want to stream their output in the future if they think this will be good exposure for their leagues.  Would this be good for the game would be my question.  Unless these sort of matches were all glass courts it may reflect that the sport is not moving forward.  None of these leagues in question have approached PSA to discuss options on SquashTV for example but in time this may be a good idea.... especially for league finals and playoffs etc...

SQUASH T&Z: Some observers question the lack of business or sport management experience you bring to the role; how do you respond when you hear these concerns?

ALEX G: As a graduate first and squash player second I was only really planning to play the game for a couple of years before getting a 'real' job.  This didn't quite go to plan... I had more success and more enjoyment on tour than I expected ... it was never my intention to get to number 5 in the rankings.  I have always had other business interests outside of squash and then when being on the Board of PSA came along 5 years ago I treated that as my learning ground.  

The job has been a steep learning curve but I feel I have held up fairly well so far. I have had a lot of support from the likes of Ziad Al-Turki and Richard Bramall and this has helped immensely in areas that I needed advice on.

SQUASH T&Z: Do Board Members split up responsibilities for specific areas of the association operations and planning?

IALEX G: am in constant communication with the Board and as certain issues/subjects materialise they become more or less involved.  To the most part myself, Lee and Sheila deal with the day to day running of the Association.

SQUASH T&Z: Do you envision greater use of committee and focus groups to engage more people in growing and improving the Association?

ALEX G: We always try to listen to our partners and promoters and are always open to input.  We have a long to do list at the moment and this is constantly changing.  That being said, we have our own strategy and goals that we need to action. We are on a 3-4 year plan at the moment with the first 12 months of this under our belt.

SQUASH T&Z: What are your priorities for the next ... 
    3 months?
ALEX G: First, launch our new corporate website www.psaworldtour.com. Next, finalise and distribute a revised PSA Host Agreement for our events, continue to improve psasquashtv.com, keep improving and developing the TV production and Distribution for Live TV.
 
    and 6 months?
ALEX G: Further develop PSA Super Series 2011, grow TV distribution, improve PSA World Tour Sponsorship

SQUASH T&Z: What two projects consume most of your time presently?
ALEX G:Our website re-launch and  psasquashtv.com (including the TV production and coordination) as well as
tournament scheduling & planning (a never ending activity)

SQUASH T&Z: At the end of this year, when you look back on 2010 what do you wish to have achieved?
ALEX G: (1) Positioning PSA and Squash as a sport that is thriving and developing, (2) Much more widely spread Live TV sqZAGuasH, and (3) A more professional looking and more coordinated Tour

SQUASH T&Z: How does the PSA measure the success of it's association?
ALEX G: In the past it has always purely been done on a prize money basis.  Whilst this is an easy marker, PSA wants to deliver more quality and successful events rather than just larger ones.

SQUASH T&Z: How does Alex Gough measure/evaluate his own contribution and success?
ALEX G: How many emails I haven't missed.... (only joking)

I measure myself on the success of the Association and how many 'happy' promoters, players we have with us.  At the moment the office is inundated with tournaments and our membership is looking healthy. This is a good sign.  

Ultimately I would like to help contribute push Squash forward to the next level and exposure of the sport is my main aim.  That is what I'd most like to be measured on and I want the growth to be steep.  This is not easy in the current climate and competitiveness between sports is tough.  I think we have under achieved as a sport and know we can do better.

SQUASH T&Z: What report card grade would you give yourself so far for each: (A, B, C, D, F)
ALEX G: TOUGH QUESTION (will you publish my humility or lack of...?)
    Leadership A/B
    Vision & Strategy A/B
    Planning & Logistics B
    Effort A
    Attitude A
    Staff Relations B
    Player Relations B
    Promoter Relations B
    Mgmt - Board Effectiveness A/B
    Stakeholder Relations B/
    Media Effectiveness  C
    Financial Controls  A for 2009... 2010 will wait and see
    Growing Tour Revenues A
    Ability to Delegate C
    Ability to engage and involve stakeholders C

SQUASH T&Z: What would you say are your biggest:
   Strengths?
ALEX G: Consistency and levels of effort
   Weaknesses?
ALEX G: Delegation and time management ...
    
SQUASH T&Z: How do you and Lee segment duties and responsibilities?

ALEX G: For the past 12 months there has been a "all hands on deck" mentality as there has been so much to get done.  As times settle Lee will be more in charge of the events and their management... this will and does encompass the TV/web production and logistics.
My main ares then are 'the rest'!

On the subject of PSA Squash TV:

SQUASH T&Z: Can you tell us about the strategic decision of the PSA to retain for themselves the streaming rights, but contract with execution organization (i.e. Perform, Moov?)  This appears a high risk, high cost, high reward strategy?   Why not accept the offers we understand were tendered in December 2008 under prior CEO Richard Graham which contained significant up front $$$ and the risk and performance shifted to the bidder to create a quality product that would recover it's costs?

ALEX G: All was not as it seemed.  The truth was the contracts were very onerous on the Association  and the minimum guarantees were no where near enough bearing in mind what it was that PSA had to deliver.
We have secured far better deals in the long term but will have to deal with the pressures these bring in the short term.

SQUASHZAG T&Z: Are you confident you have a viable business and operating model that will see PSA Squash TV pay for itself and be another avenue to generate visibility for the sport and Tour Sponsors?  Is it true that the PSA directly funded the majority of the expenses for the broadcast of the TOC, Sweden & NAO using a line of credit?

ALEX G: It is the same in any business, you have to invest at the beginning and work the business up to making a profit.  The biggest and best spin off for PSA and squash is that during this process we will have far more exposure beyond just squash fans due to the companies we are using and the product will grow into being a viable sponsorship model on a commercial basis.

I can confirm we did not use a line of credit.

SQUASH T&Z: Is the plan in the future for promoters to be expected to pay the cost of streaming their event if they want Super Series sanctioning?

ALEX G: the host agreements for 2011 are being decided upon at the moment.  There will be an element of cost to an event but the amount is undecided as yet.

SQUASH T&Z: Is a stripped down version of PSA Squash TV available where a smaller event could envision their event being streamed?
ALEX G: Not at the moment. 

SQUASH T&Z: Have the number of views, subscriptions met expectations?  How are you going to drive these numbers higher?
ALEX G: They have exceeded expectations and we will be marketing the service more proactively.

With any new product launch there are learnings and growing pains, can you share some insights on the challenges you face and what you are doing behind the scenes to address the complaints and concerns?

On the subject of video downloads:

SQUASH T&Z: Will PSA Live TV make downloads available for purchase?   Why?   Why not?   
ALEX G: no, that would be a totally separate venture

On the subject of on-line Chat:  
SQUASH T&Z: There is a vocal group that really enjoyed this feature on the PSAlive service ... possible on Squash TV?
ALEX G: This is an area that is still to be decided on

SQUASH T&Z: How does PSA Live TV co-exist with betting sites that seem to provide a free version of streaming matches?  What is the strategy with this offering?   Does the PSA have any formal rules policies concerning the betting by players, coaches, promoters, insiders, etc?

ALEX G: We have a MoU with ESSA who are a body that deals with irregular betting patterns etc..players are not allowed to bet on PSA squash.

SQUASH T&Z: Which events will be covered by PSA Squash TV in 2010?

ALEX G: All the Super Series and World Open plus KL Open, US Open, Canary Wharf, Sweden

SQUASH T&Z: In layman's language, what is the role/responsibility of:

Perform?
ALEX G: psasquashtv.com and psaworldtour.com
MooV ?
ALEX G: TV graphics
Sunset + Vine?
ALEX G: TV production and distribution
Total Sports Asia?
ALEX G: TV production and distribution
Greenspace?
ALEX G: Super Series Finals
Joey Barrington?
ALEX G: Commentator  

SQUASH T&Z: Is there a techy or someone at PSA Live TV or Perform that can elaborate on what limits, restricts quality (at site, customer computer terminal, www) ; who makes the programming possible; the roster of workers, editors, technicians; images, graphics that outline the movement, path of a signal ?

ALEX G: They are a competitive company and do not want to divulge too much of their operation

SQUASH T&Z: Could you list the top 10 countries from whom subscribers are drawn?
ALEX G: UK, USA, Canada, France, Sweden (as of the end of February, 2010)

SQUASH T&Z: Status on the new PSA website?   Will it be at psaworldtour.com?  Why not have the PSA Tour website contain the Web Streaming?  why on two sites?  news, results, video ... seems like a compelling package?
ALEX G: will be psaworldtour.com and will be up and running in just over 2 months if all goes to plan.. these things are prone to slips though... we ultimately want all top squash on squashtv  so it was best to keep it separate... there will be a lot of interaction between the two.

SQUASH T&Z: What about the archival footage of squash matches during your joint partnership with PSAlive.tv .... who owns these matches?  Shouldn't they be part of a PSA squash archive?
ALEX G: difficult to say at this point... we have tapes from the super series semis and finals which will, in time, find it's way onto psasquashtv

SQUASH T&Z: Will the new PSA website contain an enhanced Statistics component?  any other bells and whistles we can look forward to?
ALEX G: Yes, a lot of data will be represented, well hopefully, and will be used live for matches on psasquashtv

SQUASH T&Z:Concerning upcoming matches, tournaments ... is it possible to have an enhanced:  Looking into evolving the site all of the time
   calendar
   match schedule
   real-time match score
   updated results page
   countdown clock
   ability to post match times not just in GMT
   
During a tournament and between events in order to grow awareness, traffic, revenue and  to support "partners" in the media ... how about making available on a timely and recurring basis video clips, interviews, compilations that squash websites could embed on their sites to bring more eyeballs to the service?  include the PSA Squash TV banners in the clips
we have an eplayer being tested as we speak for this purpose

SQUASH T&Z: PSA Squash TV  Report Card
ALEX G:

   Image Quality A
   Technology A
   Customer Service B
   Reliability A
   Communication C/D Working on it
   Innovation B
   Value for Clients A
   Revenues Generated Classified...
   Interaction with Partners You tell me..
   
SQUASH T&Z: What's on the horizon (excuse the pun) for PSA Squash TV?
ALEX G: we are looking into the downloads and are hopeful we will have them available later on in the year

Any thoughts on increasing visibility in the USA?   Right now there are three solid events:  TOC, Virginia, Chicago.  Of those, only one (TOC) is really in a main US squash center with a big squash following.  Cities like Boston, Philadelphia, Baltimore, Washington don’t really have regular major events at the moment.  Any thoughts or ideas?

We have a lot of interest in the US and there are many smaller events that are threatening to take events on to the next level.  Boston, for example, would be great to have back on the calendar and I am sure John Nimick feels the same.  As a worldwide tour it would be difficult to have more than 3 or 4 at the Super Series level as the spread of events across the globe still needs to be satisfied.  If a World Number 1 were to play 13,14 or 15 events on the Tour then any more than 4 would be tough to accommodate.  The option of having strong warm up 5 star level tournaments before a Super Series event 3 times a year would be fantastic but then we come full circle to the geographical swing of the Tour and how you would manage this.