FOR all its wonderful attributes golf is still a sport that suffers from a poor public perception with many people still viewing it as a game for well-off professionals or as a place for businessmen to cut a deal.

It is of course nothing like that and as the popularity of the sport has mushroomed in the last 15 years, golf is becoming more accessible, particularly to youngsters.

One of the most important institutions for helping the development of golf is the Golf Foundation which was set up in 1952 by Sir Henry Cotton among others, in an effort to broaden the appeal of the sport.

Fifty years later and the foundation is one of the primary movers behind generating interest among schoolchildren and ensuring the next wave of golfers are ready to succeed the older members.

The job of promoting the work of the foundation across a huge swathe of the Midlands from Worcestershire to Norfolk, via Lincolnshire and Staffordshire is in the hands of Chris Jew.

His remit is to promote the game for children.

With initiatives such as Tri Golf and Starter Centre schemes, Chris is helping hundreds of youngsters gain access to the sport.

Tackling the image of golf is one of Chris's big hurdles but the reality is that with many clubs offering generous junior membership schemes, there has never been a better time - certainly in a financial sense - to go out pick up a golf club and start playing the game.

"The biggest challenge we face is changing the public perception of the sport," admits Chris.

"But the reality is that golf is actually very accessible and is financially competitive.

"Clubs are reducing rates across the board and now there is more junior equipment which is relative to them so you can pick up clubs for as little as £10-12.

"Fifteen years ago it was difficult for even adults to join a club but there has been an explosion of clubs in the last decade and juniors can get membership for as little as £50 a year."

Despite this public perception golf is managing to attract growing numbers to the sport and with initiatives like the England Junior Golf Partnership is carrying out valuable work at a grassroots level.

In a bid to broaden the appeal of golf the foundation has been enlisting the help of stars like Wolves legend Steve Bull and Chris believes the use of celebrity sportsmen can be immensely useful.

"We did this scheme in Wolverhampton and because it was Steve Bull it attracted lots of interests and lots of parents and children turned up.

"Many top sportsmen play golf as their second sport and with the likes of Michael Owen and Tim Henman keen golfers it is a good way of promoting the game.

"And once the kids have a go they love it."