[Interview] "Marshall Caddy, a Senior Job Good for Health"

Kim Young-mi, CEO of Hanguk Jaein Yukseong Center: "Dedicated Service Spirit is the Key to Success"

[Asia Economy Reporter Lee Seohee] “High caddie fees ultimately come from a shortage of supply. I thought it would be great to employ healthy and willing seniors as caddies.”

Kim Youngmi, CEO of the Korea Talent Development Center, is a pioneering figure in the golf caddie industry. Since establishing ties with local golf courses in 1984, she has held various prominent positions including middle management at golf courses, general manager and CEO of overseas golf courses in Vietnam and China, and head of the education division at YesK Consulting. While working at Anyang Benest GC, she also served as the designated caddie for Samsung Chairman Lee Jae-yong.

She now champions the 'Marshall Caddy' concept. A Marshall Caddy is a middle ground between a house caddie and a no-caddie system. They do not assist with the entire round but provide basic conveniences such as driving the cart and giving distance information to the hole.

Since April last year, Kim has partnered with Seo Chunbeom, director of the Korea Golf Consumer Agency, to provide Marshall Caddy training targeting career-interrupted women and retirees in their 50s and 60s. She says the Marshall Caddy can be "an alternative that solves employment issues for middle-aged and older adults while creating new social value."

Middle-aged and older adults can also take on the challenge... Most applicants have over 20 years of golf experience

Compared to traditional house caddies who must perform various tasks such as providing distance information, handing over clubs, and even repairing divots, Marshall Caddies have relatively simpler duties, resulting in less physical strain. This makes it easier for middle-aged and older adults to take on the role.

The main target group is middle-aged and older adults with strong needs for reemployment. However, there were significant barriers. Golfers felt uncomfortable receiving service from older caddies.

In fact, when Bellastone CC first introduced Marshall Caddies in May 2019, the response was not favorable, according to Kim. “Customers even asked to change caddies or refused to play rounds. The idea was good, but at that time, it was out of sync with reality.”

Nonetheless, Kim believed in the potential after reviewing applicants’ resumes. Most Marshall Caddy applicants were golfers with over 20 years of experience. She judged that the expertise gained from long social careers would be a distinctive advantage for Marshall Caddies.

Bellastone CC also learned from early trial and error, and thanks to improvements made by golf course representatives and staff to the manual, the Marshall Caddy system is gradually taking root.

Increasing number of golfers requesting Marshall Caddies

After actively approaching membership-based golf courses, some results have been achieved. In June, exclusive contracts were signed with one membership golf course and one public golf course to supply Marshall Caddies.

Customer reactions have also changed. Golfers who initially resisted have gradually started seeking Marshall Caddies. According to Kim, some members even compete to reserve Marshall Caddies. “Some customers want to play with the same Marshall Caddy in their next round.”

Monthly income around 2.5 million KRW... High physical and mental satisfaction

Marshall Caddy training site. Photo by Kim Youngmi.

Kim said, “The workers’ satisfaction is also relatively high.” They can work flexibly and adjust schedules according to personal circumstances. Monthly income varies depending on workload but averages around 2.5 to 3 million KRW. Working until the second shift can yield income in the 5 million KRW range.

Kim also mentioned that many Marshall Caddies are motivated by mental satisfaction as much as income. “Being a Marshall Caddy is good for both physical and mental health. I have even seen people whose diabetes improved and whose relationships with family got better.”

Applicants undergo practical training for 2 to 3 weeks based on 18 holes before being officially assigned. Kim personally oversees the training, which includes golf theory, course strategy, caddie movement, and service education through various programs.

The primary goal is to be recognized as ‘This system is quite good’

Kim Young-mi, CEO of the Korean Talent Development Center. Photo by Kim Young-mi.

Kim emphasizes the spirit of service especially during the training process. This philosophy stems from her experience as the first in Korea to have worked as a caddie, general manager, and golf course CEO. She said, “If customers lack understanding of the Marshall Caddy, we teach them to accept it even if it means going beyond their duties.” She added, “The primary goal is to spread the perception on-site that ‘this system is quite good.’”

Kim stresses that the most important factor for the establishment of the Marshall Caddy system is "the attitude of each Marshall Caddy." “They must see themselves as professional specialists and do their best to leave a good impression on golfers. Then recognition will naturally follow.”

Meanwhile, Kim also revealed plans to expand the Marshall Caddy training system in cooperation with local governments starting next year. “The Marshall Caddy system can contribute not only to popularizing golf but also to job creation. I hope the government shows strong policy interest as well.”