Paul Huxley, director of Huxley Golf, believes it's all about sticking firmly to your core strengths whilst being adaptable and receptive to new opportunities. He says: "The Company was originally established in 1946 by my father, Edward.
"It's certainly seen a great deal of change since its origins as a grass-cutting and turf maintenance machinery business, and it's never been more vital that we continue to respond to industry demands.
"It seems that the game of golf continually appeals to new global audiences and this inevitably throws up numerous climatic and environmental challenges for golf clubs and golf teaching establishments," continued Huxley.
"These issues need to be overcome if the game is to thrive in an up and coming market. Our core strength, offering the highest quality, durable and low maintenance all-weather surfaces for golf, is something we've been able to build on in order to meet these increasingly wide-ranging and worldwide demands."
So what of these worldwide demands? Well, in January, Huxley Golf announced a new distribution partnership for its products with Relvados e Equipamentos Desportivos in Portugal.
This was swiftly followed in March by the formation of Huxley Golf Bohemia covering the Czech and Slovakian Republics; countries showing evidence of much greater interest in the game of golf.
In April, Huxley Golf collaborated to create a new pitch and putt academy course at the Ambasadori Golf Resort in Georgia, enabling golf to be played in the country for the first time ever.
High temperatures and water scarcity in Dubai helped to create exactly the right conditions for a roll-out of Huxley Golf Middle East in May. Here, a flagship putting green and large tee area has already been installed at The Els Club in Dubai, the signature golf resort of former world number one Ernie Els.
And to complete the whistlestop world tour, Huxley Golf Andalucía was formed in Europe's 'golfing capital' in August, where the challenging economic climate means courses across the region have been looking to reduce their running costs.
Closer to home, high profile installations for the R&A at the 2013 Open Championship, and at prestigious academic institutions like Winchester College and the University of the Highlands and Islands, demonstrate that the Company's all-weather products have never had such widespread appeal for both commercial and domestic clients.
Indeed, it seems golf professionals far and wide are queuing up for their own green, green grass at home. British ladies number one, Catriona Matthew MBE, had a 375 square feet Huxley Premier Putting and Chipping Green installed at her home complete with surrounding fringe areas earlier this year.
Tournament standard, the green was designed to Catriona's specifications, accurately reproducing the conditions she faces as a professional golfer. She said: "Huxley Golf worked closely with me to develop a putting and chipping green that would cover the various putts I face on the tour, with both the ball roll and chipping qualities replicating the natural greens on tournament courses.
"It's great to be able to practise from home, especially during the winter months, knowing I am giving myself the best chance possible to compete on the world stage."
Catriona joins a formidable list of sporting legends who have 'Huxley at home' which includes Sir Nick Faldo, Ian Woosnam, Geoffrey Boycott OBE and Sir Clive Woodward.
Commenting on why he believes Huxley Golf is first choice, Paul Huxley continued: "For us, it's all about an unwavering commitment to quality. It might sound obvious, but offering the best, be it product or service, has been at the heart of the company for nearly 70 years.
"Today, it's because we haven't wavered, diversified our products dramatically, or cut any costs that would impact on our offering, that we continue to win new business opportunities, and interestingly, on an increasingly global stage."
He continued: "When club budgets are tight, we know that it can be tempting for clients to opt for a lower grade product.
"However, time and again, despite the economic doom and gloom, we have won new business precisely because the client knows that they will not be disappointed with the end result, or worse, have to replace their installation anytime soon."
This sentiment was echoed recently by Alan Fleming, PGA professional and Golf Management Lecturer at The University of the Highlands and Islands in Scotland, who, commenting on the installation of a new putting green, said: "We chose Huxley Golf because they were the only brand I was confident of getting the quality of product from.
"We had a relatively tight budget but were keen not to spend less money on something that was not suitable or inferior. I knew of Huxley Golf through PGA training and contacts.
"Their endorsements from tour pros and the work the company has done with other academic institutions gave non-golf staff the confidence to make the investment, on which I'm confident we will see a big return."
When asked what 2014 had in store for this great British golfing brand, Paul Huxley was unable to comment, although it is clear that there are plenty more avenues on the world stage that his team are exploring.
"It's been a busy year, that's for sure and long may it continue!" he said.
For more information about Huxley Golf Premier All- Weather Golf Surfaces, fill in the contact form or call +44(0)1730829608.
