SECTION 2: OUR STRATEGIC CONTEXT 18 GROWING THE GAME OF GOLF Throughout our journey, what has ultimately driven us is our desire to get more people to play golf. While the interest in the game remains strong for the existing golf community, we are also acutely aware of the barriers to entry for those looking to pick up the sport. We had the opportunity to introduce our innovative and unique 3-in-1 store that houses our retail, golf academy and club fitting (The Golf Lab) and indoor golf facilities coupled with F&B through MST Golf Arena. This financial year, we launched MST Golf Arena at Gurney Paragon Mall in Penang, Toppen Shopping Centre in Johor and La Piazza, Summarecon Mall Kelapa Gading in Jakarta, Indonesia. This follows the maiden store of this type that was opened in The Gardens Mall in Kuala Lumpur, followed by our second outlet at Tropicana Gardens Mall in Selangor in 2022. One of the objectives for us to invest into indoor golf is to lower the barrier of entry and bring in more new golfers especially the younger and female consumer groups who are generally higher spenders. We are also pleased that many other indoor golf centres are opening across the region to cater for the growing new generation of golfers. We are also leveraging the latest golf technologies namely Foresight Sports, Gears Golf, Swing Catalyst, K-Motion and Trackman to enhance the golf and retail experience further. At The Golf Lab centres, customers have access to state-of-the-art technology that can assess body mechanics when taking a swing to diagnose and determine areas which golfer needs to work on to play better, as well as equipment best suited for them. This allows the customers to enjoy golf better, play more golf and subsequently buy products at our retail stores. We have built a golf ecosystem including golf event and tournament management, ilovegolf loyalty programme, driving range management, golf media, and online e-commerce store with the underlying objective to encourage consumers to play more golf. We also take interest of growing professional golf through local grassroots programme to develop young talents for a career in professional golf through our academy. In promoting and growing the game of golf for the long-term sustainability of the industry, we take a more proactive role to work with brands and the industry to drive more activities and excitement towards golf. JOINT LEADERSHIP STATEMENT One of the objectives for us to invest into indoor golf is to lower the barrier of entry and bring in more new golfers.
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