Management Development
Programmes –dates and reviews – page 14
Club Awards 2024 – join the exclusive Hall of Fame
World Conference – reflections of a Newbee
Boardroom and beyond – best practices for private clubs
The importance of data – driving good decision making
As has always been the case, the CMAE Board and team have been planning for future development and how best we can continue to serve the Membership in adding new initiatives, education opportunities and support to all in the industry. The next few months will be no exception and to assist in this we have taken the decision to employ a further member of staff in the role of Operations Manager. Following an extensive and thoroughly professional process run by our partner KK&W we are delighted to introduce Gavin Robinson in this role. Further details on Gavin and his new role can be found on page 31 and we warmly welcome Gavin to the team.
At our last Board meeting we had the pleasure of Jeff Morgan, CMAA President and CEO and Jason Koenigsfeld, who many of you will know, join us for part of the meeting so we could update each other on what each Association is planning over the coming months. A very productive meeting took place and it was agreed that this should continue at regular intervals so we can continue to support each other.
One of the main things that will now be developed is that we will be introducing a review course for all those CMDip's who wish to sit the CCM exam, details are being worked on by the team and it is hoped we can have the first course early in the New Year and in time for the first CCM exam date. I realise the CCM exam can be fairly intimidating and we would like to support as many of you as possible to have the confidence to sit the exam.
The MDP education programme continues over the Summer with MDP Sport and Recreation and MDP2 both being held in London in August, and a new host country of Finland hosting MDP 1 later in the year which were are delighted about.
The CMAE Conference 2024 will also be held in London during September and throughout this edition you will see many of the educational seminars and networking opportunities which will be available over a very busy few days. There is a maximum number for delegates and we are moving closer to this so please do not delay in booking to avoid disappointment.
We will also be bringing the AGM forward to Conference from its usual slot in November so that we can ensure maximum attendance and an awareness of who your Board are and an opportunity to meet them and discuss all matters CMAE.
The AGM will bring to an end my two year tenure as President with the baton being passed to Alberto Iglesias, I hope I get the opportunity to thank many of you at Conference but if not I would like to take this opportunity to thank you for your support and I look forward to watching CMAE continue to grow over the coming years.
David Balden CCM President,
CMAE Board of Directors
David Balden CCM david.balden@cmaeurope.org
Michael Braidwood CCM CEO@bruntsfieldlinks.co.uk
Craig Cotterill craig.cotterill@cmaeurope.org
Cristian Fiora CCM fiora@tee-time.it
Debbie Goddard debbie.goddard@cmaeurope.org
Alberto Iglesias CCM aiglesias@fdlgolf.es
Torbjörn Johansson Torbjorn.johansson@cmaeurope.org
Michael McCormack CMDip michael.mccormack@cmaeurope.org
Christopher May CCM CMay@dubaigolf.com
Michael Newland CCM michael@theberkshire.co.uk
Debbie Pern CCM admin@deesidegolfclub.com
Nathanael Pietrzak CCM nps@ugolf.eu
Editor Caroline Scoular caroline@alchemymedia.co.uk
Design David Foster
Editorial Nick Sellens
Advertising: Sean Ferris sean@alchemymedia.co.uk
Circulation Jonathan Hardy
Association Manager Debbie Goddard Debbie.Goddard@cmaeurope.org
Publisher
Clubhouse Europe is published by Alchemy Contract Publishing e.info@alchemycontractpublishing.co.uk
t. +44) (0) 1753 272022
ACP
Gainsborough House, 59/60 Thames Street, Windsor, Berkshire SL4 1TX
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The views expressed in this magazine are not necessarily those of the publishers or the CMAE. ClubhouseEurope does not verify the claims made by advertisers regarding their products.
5 News round-up
News, views and industry insights, including latest updates on CMAE’s European Conference, new partnerships and the launch of an initiative to advance golf’s global sustainability.
8 Reflections of a Newbee
Pete Brunning, recipient of this year’s Joe Purdue Bursary, shares his experience of the 2024 World Conference in Las Vegas and explores the impact he believes it will have on his career.
12 Is data important to clubs?
The best organisations in the world use data to drive good decision making. John McCormack FCCA CCM, director of Club Benchmarking EMEA, explains why.
14 Management Development Programmes
Latest news and dates of upcoming MDPs. Plus: Reviews of the ultimate MDP week in Abu Dhabi and a feast of F&B insights in Switzerland.
17 Time to shine in the 2024 Club Awards
CMAE members have proved very successful in these exclusive Club Awards. Could you be joining us in the Hall of Fame? Nominate yourself, your
colleagues or your club to enter club prestigious awards, now in their 32nd year.
18 European Conference – register now September’s European Conference sees some of London’s most prestigious city clubs hosting three days of education and networking events.
21 Managing Cultural differences in the workplace
MDP delegate Andrew Laird explores how to manage cultural difference in the workplace.
23 Best practices for the Boardroom and beyond
For many years, the KK&W team has been fortunate to discuss with private club board members the importance of what they term “best practices for private clubs.” Perhaps the most important best practice witnessed in is the focus on “data-driven” decision-making. The team explains.
27 Empowering Club Managers through education funding
Established in 2011, the European Club Education Foundation (ECEF) has been at the forefront of providing vital financial support for the
professional development of current and future club managers and management personnel. This is its story.
31 CMAE welcomes Gavin Robinson
Introducing Gavin Robinson, the new Operations Manager for the CMAE.
32 Championing access for all
Walmley Golf Club and Walmley Golf Foundation are championing golf accessibility with the launch of the UK’s first disabled putting green.
For more information on any of these articles or to contribute to our next issue, contact Editor Caroline Scoular. e. caroline@alchemymedia.co.uk t. +44 (0)1753 272022
For more information on the CMAE, its events and/or courses contact Debbie Goddard. e. debbie.goddard@cmaeurope.org t. +44 (0) 247 669 2359
The CMAE has organised a unique event to launch the 2024 European Conference on Club Management on 22 September. An exclusive Thames River Boat Trip is set to mark the opening night of the conference, providing a unique opportunity for networking, collaboration and knowledge exchange against the backdrop of an impressive, illuminated London landscape.
The three day event is packed with of insightful sessions focused on the latest trends, challenges, and innovations in club management. From best practices in leadership and HR to Capital Planning and employee engagement, attendees will gain
invaluable insights to drive success in their club businesses.
• For more information and/or to
register for the event, visit https://www.cmaeurope.org/ euro-conf-2024/
Distinguished international management professional Helen Monument is joining the ranks of esteemed speakers for the upcoming European Conference on Club Management in London from 22-24 September.
After a 40 year career as a leading management support professional, Helen Monument made a life change in 2020, and started her company Monumental Assistance where, as an international trainer, coach, mentor, speaker and writer she inspires and encourages Executive Assistants to be the best they can be.
At the conference, Helen will delve into the essential components of authentic leadership, drawing from her own leadership journey.
Authenticity starts with knowing yourself, looking in the mirror and asking yourself: Am I
The 2024 Young Manager Bursary award has been awarded to Jeremy Waters, Administrator at The Northern Lawn Tennis Club in Manchester, England.
The bursary will fund Jeremy to attend an MDP 1 Course this year to start his journey to achieving CMAE ‘s Club Management Diploma (CMDip).
On receiving the bursary, Jeremy said he was deeply honoured to receive the award.
“This incredible opportunity will undoubtedly propel my development and education within the club industry, paving the way for a promising and successful career ahead,” he said.
Sponsored by former CMAE President,
being the best I can be? Do I care about these people? Do I want them to feel that they can trust me? Do I want the best for them and will I do my best for them?
CMAE CEO Torbjorn Johansson said: “We are delighted to welcome Helen Monument as a speaker at the European Conference on Club Management. Her extensive background in leadership and her ability to impart invaluable lessons from her career will undoubtedly enrich the conference experience for our attendees”
• https://www.cmaeurope.org/ euro-conf-2024/
Congratulations to Marco Aquilino, CEO & General Manager at Golf Royal ParkManager at Golf Royal Park I Roveri, who has gained the internationally renowned Certified Club Manager (CCM) certification.
Marco has an extensive career history in the club industry spanning over 15 years with experience at clubs in Italy including Golf Club Piandisole and Golf Club Castelconturbia. He has been in his current role at Golf Royal Park I Roveri for the past six years.
The Club Managers Association of Europe (CMAE) is proud to announce a Preferred Education Partnership with The Hospitality Finance Technology Professionals (HFTP), which marks a significant stride in advancing education and professional development within the wider hospitality industry.
As a leading educator within club management professionals across Europe CMAE continually seeks to enhance the knowledge and skillset of its members. Through this partnership with HFTP, a global leader in hospitality finance and technology education, CMAE aims to provide unparalleled educational opportunities tailored to the unique needs of club managers.
“We are thrilled to become the Preferred Education Partnership of HFTP,” said Craig Cotterill, Commercial Director of CMAE. “This collaboration continues to show our commitment to equipping club managers with the knowledge and skills necessary to thrive in today’s dynamic club management landscape.
HFTP Global President Stephanie Anderson, CHAE, CPA, CGMA; CFO for the River Bend Golf & Country Club said: “HFTP’s new partnership with CMAE is fundamental to our association’s core purposes to exchange information and educational initiatives to support club professionals globally.
The Scandinavian Turfgrass and Environment Research Foundation (STERF), The R&A, the United States Golf Association (USGA) have launched the International Turfgrass Research Initiative to further the advancement of sustainable approaches to golf course and turfgrass management.
Beginning later this year, multi-year research projects will be funded to develop practical solutions which can be adopted by those managing golf facilities and turfgrass areas, in response to the most pressing challenges facing the management of turfgrass and golf courses worldwide, including pest control, water conservation, preserving biodiversity and landscapes, and understanding the climate impact on turfgrass and golf landscapes.
Maria Strandberg, STERF Director and Past President of International Turfgrass Society, said: “For golf and other turf sports that use land and nature as their sports arena, the challenges are many and diverse, and will strongly affect future operations. New research, competence and modification of standard approaches in the golf and turf sports sector are needed to conquer these challenges.”
“We are convinced that the only viable strategy to meet current challenges and to create a sustainable future is
The DP World Tour, The R&A and the PGA TOUR have launched the Global Amateur Pathway, powered by the World Amateur Golf Ranking® (WAGR®).
The initiative aims to help exceptional male amateur players to take the next step in their careers, creating a pathway for noncollegiate amateur players on to the DP World Tour and partner Tours around the world.
The best eligible non-collegiate male amateur within the top 20 of the WAGR® will receive a DP World Tour card for the following season, and players competing in Global Amateur Pathway eligible championships earn points equivalent to the number of points awarded by WAGR®.
The initiative will complement PGA TOUR University, which awards membership on PGA TOUR-sanctioned Tours to the top Division-1 college golfers at the end of the NCAA Championship . • www.randa.org
international collaboration.”
Daniel Lightfoot, Director – Sustainable Golf at The R&A, said: “We are aiming to positively influence standards and practice in sustainable agronomy through providing guidance and support to golf facilities so that they are better equipped
to manage the impact that climate change and change in legislation can have on the maintenance of courses. We look forward to working closely with our colleagues at the USGA and Scandinavian Turfgrass Research and Environment Foundation to deliver this research initiative on a global scale.”
The GolfSixes League international expansion has gained momentum over the past 12 months, reports The R&A, with 20 countries now running the programme, including latest 2024 participants Iceland and the United Arab Emirates.
GolfSixes League is a project designed to enable those new to golf to learn, play and progress through short-form team golf with a particular focus on encouraging young people into playing, enjoying and remaining in the sport.
The collaborative initiative, driven by The R&A alongside the Ryder Cup European Development Trust [RCEDT], Confederation of Professional Golf [CPG], Ladies European Tour [LET], DP World Tour and national partners, is backed by the Golf Foundation, the charity that created and developed the initiative across GB&I.
The first International Indoor GolfSixes League Championship, played on simulators, was launched in winter 2023/24. Teams from six nations participated, with Dutch team Sluispolder winning ahead of the Swiss team from Links Leuk Golfresort and the Czech team from Golf Club Horehledy.
In GB&I more than 8,000 players from over 600 clubs are expected to participate, and nations where the activity is still developing will see a further 270 clubs and over 4,000 players participating during 2024.
A survey of participants outside of GB&I showed that 39% of participants are girls and over half of the participants who were not already members of a golf club, became members during the year.
Phil Anderton, Chief Development Officer at The R&A said: “We are delighted
to see GolfSixes League expanding across the globe. This growth is a testament to the fast-paced format which makes golf accessible for players and their parents. It is more important than ever to provide young people with healthy leisure time options, so we are entirely supportive of initiatives like the GolfSixes League which introduces golf in a fun and fast environment that inspires lifelong enjoyment of the sport.”
• cp.golf/golfsixesleague
Pete Brunning, recipient of the Joe Purdue Bursary, shares his experience of his first ever World Conference and examines its impact.
CMAA World Conference (WC) was immense – the sheer scale of the conference was awe-inspiring. The event included nearly 4000 delegates, 110 education sessions, networking events, an Ideas Fair and Business Expo…plus Vegas!
Along with 650 others, we were welcomed as “Newbees” – showing a bee sticker on our credentials so more experienced conference goers could help us make the most of first conference. This initiative helped us navigate the complexities of WC, and quickly broke down barriers.
The education
The thirst for knowledge underpins WC, and as part of the journey of MDP towards CCM, the acquisition of educational credits becomes more
important. I was there to learn and determined that the education opportunities be beneficial.
Luckily at WC, there were a lot of credits available – The tricky part, I quickly realized, was deciding which high quality seminars running simultaneously to attend. The easier choices were the daily “General Education session” with a notable speaker – all of an extremely high quality.
The themes of education ranged from AI, leadership, inclusion and diversity, marketing strategies, club communications, Governance, emotional intelligence, recruitment, capital project planning, sustainability, body language, supply chain, cyber security and strategic planning!!
My education highlights:
1. Will Guidara, author: “Unreasonable Hospitality”,
New York restauranteur. He reflected on his methods of service and leadership delivering #1 on the list of the World’s 100 Best Restaurants. A truly inspirational individual who knew he had to do things differently to shine – bold, passionate and tenacious – characteristics we can aspire to!
2. Susan O’Malley, former President of the NBA team, the Washington Bullets was both hilarious and educational. Her experiences working through the male-dominated Professional Sports world reflected in her 7 seminal “rules” of leadership and life were inspirational – her magic power was customer service at every level.
3. Ben Nemtin relaying his experiences of his book “What Do You Want To Do Before you Die?”, and
his MTV show “The Buried Life” – a story which sets about achieving a personal bucket list, friendship, constantly challenging yourself and ultimately, helping others because you can.
4. DeMaurice Smith, former head of the NFL Players Union – great insight into his “Principled Decision Making” method. He had many hard decisions and negotiations but throughout remained true to his principles.
A huge strength of conference is being surrounded by like-minded individuals who share similar challenges and experience. The CMAE delegates ranged from UK and Ireland, to Spain, Denmark, Italy, New Zealand and the Middle East. With around 60 familiar, or soon to be familiar, faces the networking and sharing of Conference was one of the strongest aspects I found. I was privileged to spend an intense week with such inspirational individuals – with many unofficial networking events, mainly in the Irish Bar, for the CMAE contingent! Vegas was a fascinating place and offered a range of entertainment which enhanced the Conference experience. Some other highlights were eating the best steak ever at New York New York, winning at roulette, walking the Strip at night and the impressive Sphere. The CMAE WhatsApp group
made communication easy. Michael McCormack was ever-present to support and advise. Another highlight was seeing the five CMAE delegates receive their CCMs on stage – it was great to be able to recognize their achievement.
WC was hugely impactful – the greatest being an inspiration to continue to strive for self-improvement and be better at what I do – learning never stops and I found many new role models to help.
1. “The Service culture I lead” – inspired by both Will Guidara and Susan O’Malley, the power of customer service to elevate both reputation and performance is not something you leave to chance. Setting a clear vision on who we are, what we do and how we go about it can’t be vague. I have reviewed my approach and begun implementing a new service vision.
2. “Principled decisions” – inspired by DeMaurice Smith, keeping your decisions anchored with your beliefs/moral compass maintains integrity in the way you operate – reviewed the Club rules and clarified to removed areas of misinterpretation.
3. “My Impact” – inspired by Ben Nemtin, your goals and aspirations can also help others, inspire >
others and extend way beyond your working life. I have written my bucket list of things I want to achieve, starting with getting out to see places I never thought I would see – sometimes, you just need a push…
4. “I will complete my CCM” – I want more of this – seeing the CMAE new CCMs presented with their certificates, the people, the shared experiences, and inspiration. To receive the Joe Purdue Bursary and attend World Conference was humbling and something I won’t waste.
I returned with greater perspective on what I am, who I am/could be, and what I can achieve. If any of this strikes a chord with you, I highly recommend that you attend World Conference and continue your journey of self-improvement…maybe next year, I’ll be one of those on stage receiving their CCM!
My eternal gratitude to the ECEF Board for awarding me the Joe Purdue Bursary.
Each year, CMAA’s global gathering draws together some 2,500 professionals and hospitality students from across the globe for a week of inspiration and networking.
The 2024 Conference featured more than 65 sessions across all 11 competencies for success in club management.
Sessions were presented by industry and business experts and showcased solutions for the emerging challenges facing today’s club management professionals. These ranged from harnessing automated intelligence across club operations to recruiting, building, and sustaining high performing club teams and everything in between.
Admired Leadership® sessions provided opportunities to strengthen the behaviours of leaders, and included:
• Introduction to Admired Leadership: Why Should Anyone Follow You
• The Style Code: Developing an Influential Leadership Style
• Making People Better Through Feedback
• Forging a Team of Leaders
• Making the Time to Lead
• What the Best Leaders Know About Relationships
World Conference and Club Business Expo 2025
Date: February 5-9, 2025
Venue: Tampa Convention Center, Tampa, Florida. www.cmaa.org
The best organisations in the world use data to drive good decision making. John McCormack FCCA CCM, director of Club Benchmarking EMEA, explains why.
Iwas struck recently by an article in The Sunday Times which had the headline ‘Data before emotion in Liverpool’s search for Klopp successor’.
This is so relevant to our own clubs. The ‘best in class’ Members clubs around the world already know about making decisions using data before emotion to ensure their clubs operate strategically and are ultimately successful. Private clubs operate in a unique and dynamic environment where success hinges on effective financial and operational management.
In this article, we delve into the critical importance of utilising financial and operational data in Member clubs and how it can drive strategic decisionmaking, enhance effectiveness, and ensure long-term financial sustainability.
At the heart of every successful club should lie strategic decision-making guided by data-driven insights. Financial and operational data provides club management with a comprehensive view of the organisation’s performance, including revenue streams, expenses, membership trends, facility utilisation, and more. By analysing this data, club leaders can make informed decisions regarding budget allocation, membership pricing, facility upgrades, marketing strategies, and programme offerings. Whether it is investing in new equipment, expanding facilities, or diversifying revenue streams, leveraging financial and operational data enables clubs to align their actions with their overarching goals and objectives.
A key priority for all clubs must be the delivery of an exceptional member experience that fosters loyalty and retention. Financial and operational data play a crucial role in achieving this goal by informing decisions that directly impact member satisfaction. For example, analysing member feedback through benchmarked surveys. Usage patterns and programme participation data allows clubs to tailor offerings to meet the needs and preferences of their members.
Whether it is investing in new amenities, enhancing coaching programmes, or organising exclusive member events, leveraging data enables clubs to deliver personalised experiences that resonate with their members and strengthen their sense of belonging. Well governed and strategically focused clubs already realise that the real driver in any club is capital. These clubs will have taken time to develop a fully rounded and robust capital plan. They then use this plan to create a financial model for the club which looks out at least 10 years. That allows the club to know exactly how much it requires each year for the next 10 years to meet its obligatory capital needs. This means that all the assets that the club currently owns, from clubhouse to golf course and beyond, are kept fresh and well
A key priority for all clubs must be the delivery of an exceptional member experience that fosters loyalty and retention. “
maintained to ensure the best possible Member experience.
Our capital and financial model will also factor in aspirational capital to add additional facilities that members may desire (think indoor swing rooms, enhanced outdoor dining etc.)
In an increasingly competitive landscape, clubs must harness the power of insight from a factbased understanding of financial and operational data to thrive and succeed. By leveraging data-driven insights to inform strategic decision-making, optimise revenue generation, enhance member experiences, and ensure operational effectiveness, clubs can position themselves for long-term success and sustainability.
Ultimately, the effective utilisation of financial and operational data is not just a competitive advantage but a fundamental requirement for clubs seeking to excel in today’s dynamic and ever-evolving environment. Going back to Liverpool – They
”
are owned by the Fenway Group who also employed the Moneyball concept at the Boston Red Sox baseball team.
The Moneyball concept spawned the movie of the same name starring Brad Pitt as General Manager of the Oakland A’s, Billy Beane. Moneyball describes the true story of how Billy Beane, his staff and the club used data to assemble a competitive team on a limited budget and achieving success while doing so. By embracing data, you can become the Brad Pitt in your club and become famous for promoting decisions made using data before emotion. Enjoy the Journey.
Club Benchmarking delivers fact-based, actionable insight through a suite of business intelligence tools and services built specifically for private clubs. We believe that when club leaders elevate fact over opinion, the result is healthier clubs, more empowered general managers and boards that are properly equipped to focus on strategic issues. Everything we do is grounded in data and research and we serve the full spectrum of club industry stakeholders; club staff, general managers, boards, committees, members, owners and industry constituents including associations.
Financial & Operational Benchmarking
COMPASS Comprehensive Asset Management
Member Motivation, Attachment & Loyalty Benchmarking
Employee Engagement Benchmarking
Compensation & Benefits Benchmarking
Strategic Governance Advisory Services
The CMAE’s Management Development Programme (MDP) is the leading education programme for club industry professionals and provides the pathway to the european Club Management Diploma (CMDip) and the global Certified Club Manager (CCM) certifications.
The CMAE MDP is a series of courses focused on the core competencies of club management designed not only for those working as club general managers, club
secretaries and in other senior positions at sports, city and business clubs today, but also for those who aspire to these roles in the future.
Watch out for new MDPs coming up. (Information correct at time of going to press) Full details available on CMAE’s website. (See ‘Get Involved’ for links and contact details.)
MDP Sport & Recreation Management 12-16 August, London
This course is aimed at Managers who wants to have a wider view of sports, fitness, recreation and wellness operations. By attending this course, delegates will experience all parts of the club world when it comes to these elements. The course will cover a lot of areas within racket sports, aquatics and junior programming as well as recreational sports but also listen to the trends within wellness and fitness. Delegates will have a thorough understanding of the history, evolution and future trends of the wellness in clubs, to make better decision for the future for their clubs and committees.
MDP 2 – Building & Managing the Club Team
19-23 August, London
This week-long course builds on the foundations of Part 1 to focus on strategic and business planning, performance and service standards, and the professional and communicative skills to develop every aspect of both the individual’s performance and that of their club. At the end of Part 2 there is an optional examination to attain the CMAE Diploma in Club Management. Content includes: A Business Plan for your Club, Successful Committee Strategies, Communication & Influence, Team Building, Managing Performance, Conduct or Capability? Investigating Under Performance, Service Standards, Managing Conflict, Time Management and Lumina Spark.
OCTOBER
MDP 1 – Club Operations
28 October -1 November, Birmingham
Part 1 is a week-long course particularly targeted towards those managers who are either new to a post, recently appointed or simply want to enhance their knowledge so that they may better serve their club committee, owners and members. At the end of the week, those taking the course will have an excellent grasp of the basics in every area of club business, and will have established a valu-
able network of support for their career in this industry.
NOVEMBER
MDP 2 – Building & Managing the Club Team 11-15 November, Edinburgh
Details as per 19-23 August, London.
MDP 1 – Club Operations
18-22 November, Helsinki
Details as per 28 October-1 November, Birmingham.
MDP 3 – Strategy & Leadership
25-29 November, Setubal
MPD 3 Strategy and Leadership is aimed at those managers who wish to learn how to enhance their management style and tap into their leadership potential in order to operate the club as a business.
DECEMBER
MDP Golf Management
2-6 December, St Andrews
This course is aimed at Managers with particular responsibility for successful golf operations. By attending this course, delegates will learn to maximize their working relationship with the key per-
sonnel employed in this area of the business, including the Course Manager, Professional and Club Manager. The course will cover in detail areas such as agronomy, golf shop operations, merchandising, fleet management and business planning to fit with the club’s overall aims and traditions. Delegates will have a thorough understanding of the history, evolution and future trends of the golf industry, to better serve their clubs and committees.
To register your interest or for any queries, contact Debbie Goddard on debbie.goddard@cmaeurope.org. Full details are available at cmaeurope.org/ mdp-courses/or use this QR Code.
The Club Management Association of Europe (CMAE) proudly hosted its highly anticipated Management Development Programs (MDP) Part 1 and Part 2 in Abu Dhabi from May 13-17, 2024. The two courses attracted 46 delegates from various backgrounds in the club industry across Europe and the Middle East.
The Management Development Programme, known for its comprehensive curriculum, provided participants with cutting-edge strategies and tools to effectively manage and lead their clubs.
MDP Part 1 focused on club operations and provided delegates with a comprehensive understanding of the 11 core competencies of club management, including food and beverage, finance, leadership, marketing, health and safety, HR and legislation, equipping them with the tools needed to excel in their roles.
MDP Part 2 delved deeper into Leading and Managing the Club Team, with particular focus on leadership development and strategy with delegates also working in teams on a group case study which was presented on the final day.
The event was held at the W Abu Dhabi Yas Island, providing a luxurious environment for learning and professional growth. The delegates also enjoyed the vibrant culture and hospitality of Abu Dhabi with a special visit to Yas Marina Formula 1 track arranged, further enhancing their experience.
The program’s success is reflected in the positive
Every year CMAE members will be invited to attend dozens of different industry conferences. But how do you go about evaluating the true worth to your employer in terms of a return on investment? And why should you have the CMAE’s Conference on September 22-24, 2024, in your diary.
These are some of the benefits of attending a conference:
• Sharpen your knowledge
• Gain and share new ideas and best practices
• Learn about the latest innovations and insights
• Meet influencers and industry experts face to face
• Make new contacts and stay connected with friends and colleagues
• Team building
• Break out of your comfort zone
• Re-energise!
•www.cmaeurope.org/news-events/ euro-conf-2024/
feedback from the delegates, who praised the quality of the content, the expertise of the educators, and the camaraderie of the group.
“What a week it was!” Said Jamie Coughlin, Head Academy Professional at TopGolf Dubai who was a delegate on the MDP 2. “The Lumina Spark and Team Building classes were particularly insightful, providing me with numerous strategies to enhance my team’s performance back at work. The knowledge and techniques I gained from these sessions are invaluable and have already started to make a positive difference in our daily operations.
Additionally, as always, connecting with the network was an enjoyable and enriching experience. The opportunity to meet and exchange ideas with fellow professionals is one of the highlights of this program. I am already looking forward to the next week of learning and the continued journey of professional development.”
Federation added “I had the privilege of participating in the MDP 1 program, and it was an incredible journey. From day one, I was immersed in a collaborative and innovative environment that pushed me to think, discuss, and work effectively in interdisciplinary teams.
The program provided a unique blend of knowledge and skills. The mentorship from experienced professionals and presenters was invaluable, and I appreciated the emphasis on real-world applications.
Overall, MDP 1 not only enhanced my knowledge of technical abilities but also fostered my personal growth. I developed strong relationships with my fellow participants, got an amazing networking opportunity and learned to communicate effectively, and gained confidence in my abilities. I am grateful for this transformative experience and look forward to continuing my journey in MDP 2.”
CMAE’s Food & Beverage MDP in Montreux, Switzerland has been hailed a success.
The five-day residential course attracted 18 delegates from clubs from across Europe and immersed them in a dynamic learning environment designed to deepen understanding of F&B management principles and best practices.
Highlights of the week included visits to premier establishments including the Golf Club Montreux and the Glion Institute, where delegates engaged in practical learning experiences such as barista training, BBQ workshop, mixology and kitchen design.
Michael McCormack, Director of Education at CMAE, said: “The enthusiasm and engagement
demonstrated by the delegates highlights the importance of continuous learning and professional development within the F&B industry. We are confident that the knowledge and insights gained during the course will empower participants to drive excellence within their F&B Operations.”
Jon Dry, General Manager at Broadstone Golf Club and a delegate on the MDP said: “MDP F&B was an outstanding week. The content of the course was powerful, containing valuable information which can be taken back to the club and used on a daily basis. Our visit to Glion is a day which will stay in my memory for years to come and I have every confidence that our members and staff will benefit greatly from what I learnt in Montreux.”
Could you be joining CMAE colleagues at this year’s prestigious 32nd Club Awards in Leicester?
The Club Awards celebrate clubs of all types and sizes, from golf clubs and tennis clubs to sailing clubs, rugby clubs and everything in between.
As well as recognising the collective commitment of clubs to their members, the Awards also applaud the professionalism of individuals, as well as the dedication of long-serving club officials and young ambassadors.
The 2024 Awards ceremony takes place on Wednesday, 27 November at the iconic Athena in Leicester, UK.
To nominate your colleagues, your club or to enter yourself, visit www.clubawards.co.uk or scan this QR code.
The CMAE Board has taken the decision to focus on one Conference every two years instead of annually. This means more time leading up to the event, allowing us to focus even more strongly on securing great presenters as well as spectacular venues, reports CMAE CEO Torbjorn ‘Toby’ Johansson, who will announce the 2026 venue at this year’s Conference.
Experience London’s elite club scene
The first Conference in the new era is set in London, where some of the most prestigious city clubs will be hosting the three days of education as well as the networking events.
Delegates attending will have the unique opportunity to explore and network at The Caledonian Club, Lansdowne Club, RAC Club, and the Travellers Club. As well as these experiences, other clubs are available for the Wednesday activity –such as the iconic All England Lawn Tennis Club (AELTC; Wimbledon) and the prestigious venues of Sunningdale, The Berkshire and Buckinghamshire
& Royal Wimbledon, where delegates can play a round of golf and/or enjoy a tour of these prestigious venues.
A hub of cutting-edge knowledge
The European Conference brings together the most influential thought leaders and experts in club management and by attending you will have access to a wealth of innovative presentations.
Topics range from leadership practices and technological advancements to employee engagement and human resources. This comprehensive curriculum ensures that no matter your area of focus, you’ll
gain valuable insights that can be directly applied to your club’s operations.
Focus on networking
One of the focus areas for us at the European Conference is to make sure all delegates are given the opportunity to connect with all members of the CMAE Family from across Europe and beyond. There will be networking events each evening during the conference, including a fantastic boat ride across the Thames which will mark the opening of the Conference, a drinks reception at the Travellers Club and, of course, our grand finale –
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Delegates can take advantage an exclusive trip to Wimbledon and the All England Lawn Tennis Club.
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am really excited to be going to the CMAE Conference once again and seeing all of our fellow CMAE members from all over Europe. It’s going to be a fantastic networking event, the education is going to be exceptional and there are some fantastic speakers lined up.
Debbie Pern CCM
the Gala Dinner, hosted at the fabulous RAC Club. These events provide a unparalleled platform for sharing experiences, challenges and solutions. And the action doesn’t end with the Gala Dinner.
On the day after the Conference ends, we’re putting on activities where you’ll be able to spend quality time with people you’ve been getting to know or already know – new friends and old ones.
As you’d expect, we’ve taken great pains to ensure that the impressive lineup of speakers come from both within and outside the club industry. Many of them are pioneers in their fields. From internation-
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me attending the conference is important because of the networking. You get to meet other people from the industry and it’s so important to share ideas and engage with others. I’m also looking forward to being able to visit the city clubs in London, to learn from what they are doing and to being able to bring that back to the club.
Nathanael Pietrzak CCM
al sports stars to experienced club managers from across the globe, all of our sessions are designed to inspire and motivate, as well as to offer fresh perspectives and innovative ideas.
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really excited to be attending the conference this year. London is a great city to host it in and it’s going to create a great learning opportunity as well as great networking.
Chris May CCM
You’ll hear from England Rugby star Maggie Alphonsi MBE on how to create a winning mindset, and you’ll listen to the touching story of Gustav Putter on his 30 years as a Club Manager and surviving a stroke. Learn how to ‘Eliminate Destructive Habits & Build New Super Habits in 4 ScienceBased Steps’ from Dr Jon Finn, and why not spend time with Damon J. Diorio CCM, CCE, Chief Executive Officer of the Desert Mountain Country Club. (See the full schedule with speakers on the following page.)
The European Conference offers opportunities to earn credits towards the Certified Club Manager (CCM) designation. This globally recognised certification demonstrates your commitment to excellence and continuous improvement in club management. Attending the conference can be a significant step towards achieving or maintaining this prestigious credential, since it will both tick a box in what is required to be able to sit the exam, and awards a number of Education Credits as well as
Association Credits.
This is truly an event not to be missed for anyone keen to progress towards CCM.
How to register
Join the CMAE family for an unparalleled experience at the European Conference on Club Management in the heart of London, from September 22-24.
Delegate fee: £795
There is a maximum number of delegates that can participate in this event, so book now to secure your place.
Visit www.cmaeurope.org Or use this QR Code
Sunday 22 September
Venue – Caledonian Club
Ciara Aspinall – Employee Engagement
Gustav Putter, GM from South Africa –Survived a Stroke, what can we all learn from it
Evening: Boat Ride at the Thames
Monday 23 September
Venue - Royal Automobile Club (RAC)
Maggie Alphonsi MBE – Winning mindset
Dr Jon Finn – How Leaders can Eliminate
Destructive Habits & Build New Super Habits in 4 Science-Based Steps
Drinks Reception at Travellers Club
Tuesday 24 September
Venue – Lansdowne Club
Damon J. DiOrio, CCM, CCE, CEO at Desert Mountain Country Club – Forging a World Class Employee Culture
Marc Beaumont – Performance and Strategy Planning (Cycled the world in 80 days)
Gala Dinner at RAC
Wednesday 25 September
“Activity Day”
Tour at Wimbledon (All England Lawn Tennis Club)
Golf at Sunningdale/Royal Wimbledon/ Buckinghamshire/The Berkshire/Stoke Park
Although post Covid there had been a shift in how mobile people are globally, countries are maybe looking a bit more inward, and the global workforce has become a little more national. Andrew Laird explores how to manage cultural difference in the workplace.
While a whole country leaving a continent not too long ago has made the workforces in our countries a little more homogenous, there are however hubs where people of all walks of life, cultures, ideas and traits are still coming together and working together.
From Dubai and Singapore to Shanghai and many other hubs, just what do you do if you’ve been offered a job in one of these places? And how can you adapt to managing 25 different nationalities as a cohesive team? The following is my experience of being thrown in at the deep end and discovering the pluses and minuses of these escapades.
Why do we need to manage cultural difference?
The reality is the world is becoming more and more diverse, as brain drain occurs in some countries it’s usually filled by expats plugging the gap. It could even be whole countries introducing a whole new business ecosystem. We only have to take a look at what Saudi is doing with its Vision 2030 and thousands of expats going in and setting it up. Or look at the UAE where 93% of all jobs are taken by expats from all over the globe. Or the currents labour shortages in Australia and New Zealand with many expats headed over there to plug the gaps.
The other fact of the matter is diverse teams around the world perform better than more homogenous teams. Makes sense when you have 20 different ways of tackling a problem, 20 different view points and experiences from different places, or 20 ingenious ideas compared to a collective 1. This does sound all pie in the sky, however there is research to back up the claims.
So what are the differences we need to look at when managing different cultures?
Differences in work styles are probably the most significant challenge most club managers face.
Culture often defines the work style of an individual. This affects their approach to decision-making (does the team make decisions collectively or differ to the team lead?) and authority (how much deference and respect individuals pay to status).
For example, in Asia the company structure is much more hierarchal. You would never dream of popping into the boss’ office for a quick chat about something, whereas in the UK that is the norm. So this brings up the issues I have dealt with here in Asia, nobody told me any bad news whatsoever until I had to dig it out or worse find out when it’s far too late. In other instances the power distance can also be detrimental, people perceived as beneath you in the pecking order never suggesting good ideas to the “boss” as this would seem a slight on the boss’ knowledge! These are just some cultural differences I have had to manage and explicitly telling your employees they can pop in to my office at any time was a big help. With regard to great ideas, we opened an anonymous email login and any employee could fire me ideas and I wouldn’t know who it was.
In essence, high power cultures across the globe have much more regard to hierarchy and top down decision making (think China, Japan) whereas low power cultures are much flatter with cross departmental decision making or challenging authority taking place (think UK or Germany). There is a brilliant website I used to know which people from which countries are high power and low power countries here (hofstede-insights.com)
How do you go about it in a club setting –what we did!
When working with people from diverse countries and cultures one of the key features that helped us, was making one of our values about “Celebrate Difference” between us. It was pinched from a famous global hotel chain but it allowed us to be open about the fact we’re all different. This was then recognised and rewarded when staff showed one of these values.
The other key was to try and make everybody feel included, so in the staff canteen when it was one of the country’s national day the chef would cook that food for the day. This was included in a companywide email so everybody knew which national day it was and who on our staff was from that country. Simple really, but monumental for the staff from that country or culture.
The reality is, the more your staff are aware of cultural differences themselves the better and more aware they will be of your customers differences in culture. Which can only help when your customer facing staff are working in these hubs, be it at a hotel, golf club or leisure facility.
The above are snippets from what can be done and are by no means a law but little steps like this help.
The most eye opening one for me was using the Hofestedes principles from earlier on to use when dealing with different nationalities and cultures. So if you’re ever posted in one of these hubs and have to manage cross culturally there are thousands of research papers and books out there to help, some work, some help and some are downright ridiculous!
For many years, the KK&W team has been fortunate to discuss with private club board members the importance of what we have termed “best practices for private clubs.” Perhaps the most important best practice that we see clubs engage in is the focus on “data-driven” decision-making. The team explains.
Many club managers have turned to different groups and organisations to provide data-driven information on a variety of topics. Taking the emotional and agendadriven decision-making out of the boardroom is critical.
Another emerging best practice is the educational partnership of the general manager/chief executive with the board of directors. This kind of collaborative education will continue to provide private clubs with the strategic thinking necessary
to meet current and future member needs. The key recognition that volunteer leaders MUST be aligned with paid leaders is critical. It has allowed high-performing clubs to escape from the ‘each year a new agenda’ mindset that has prevailed in dysfunctional clubs.
One of the most common best practices in successful private clubs is the focus on strategic thinking and planning. A typical strategic planning session can include an initial all-day meeting, preferably at a location other than the club, where a facil-
itator can focus the board and key senior managers on the key issues that need prioritisation.
The objective of this meeting is to develop an action plan with specific tactics and timelines along with the assignment of who is responsible for completion. An integral part of this action plan is a capital reserve study, which helps in developing capital planning. Further, this and other sessions must focus on the balance sheet more than a typical P&L discussion that dominates most dysfunctional boardrooms. Few clubs have been able
to perpetuate themselves or drive reinvestment capital on the results of operations, but that is where most of the discussion centres itself.
Educating boards, committees and senior staff on the importance of a capital plan and members’ equity enhancement is critical for the sustained future success of clubs. In the end, a successful plan must include making the membership and senior team aware of its priorities, goals, and accountabilities. Educating and communicating with those groups is critical; it cannot be viewed as “the president’s agenda” or “the Club Manager’s plan.” Members must see it as “our plan” and therefore need to understand how it was crafted, why it was crafted, and what it is expected to achieve.
Most successful clubs and those excelling in the future will have placed great emphasis on “educating” every possible constituency, as often as reasonable, on the why of what is being done, as much as the ‘what.’ Too often that extra step of education is missed and a big opportunity to gain support and buy-in is also missed.
A club manager/chief executive typically leads successful clubs, with the corresponding authority that goes with the title, and boards have realised the benefits of this best practice. As more clubs recognise the importance of executive leadership continuity, it has also become more evident to board members, many of whom use this common business model in their own companies.
Volunteers are harder to find. Members need to prioritise their own work and families first. Wellintended, but non-club industry educated volunteer operational direction rarely works over a sustained time period. We’re all busier now than we’ve ever been. To expect a volunteer to do ‘heavy lifting’ to ‘run’ a committee or a department just isn’t practical or advisable.
Hiring professionals, giving them clear direction and support, and getting out of their way (but still evaluating performance metrics) will separate suc-
“ ” As more clubs recognise the importance of executive leadership continuity, it has also become more evident to board members, many of whom use this common business model in their own companies. “
Educating boards, committees and senior staff on the importance of a capital plan and members’ equity enhancement is critical for the sustained future success of clubs.
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cessful from the dysfunctional clubs.
Supporting this effort is an emerging best practice in private clubs whereby the department managers chair club committees with an assigned board member acting in an advisory role. While a board member will serve on the committee, the responsibility of preparing the agenda, conducting the meeting and writing the minutes are all done by the department manager. Since each department manager is closest to the issues in their respective departments, it is logical for them to present the issues to the liaison board member for inclusion on the agenda.
Why would anyone think that a volunteer board member would have the expertise about food and beverage, golf course agronomy, golf event programming, racquet sports, or fitness and swimming pool issues? These are areas that the respective department managers engage with every day. It’s the focus of their expertise.
A best practice that continues to gain advocates in private clubs is the nomination of the same number of candidates for the same number of open board seats. The days of the “popularity contests” are rapidly coming to a close as more and more clubs understand the importance of “recruiting” the talent they need to provide counsel and advice to the general manager/chief executive. The evolution of this practice is now the norm rather than the exception and allows for a private club to ensure consistency and stability in its club governance.
Another and possibly the most important best practice is addressing the human capital side of the business. Talent recruitment, retention, and development is an issue nearly every club is attempting
to address in the industry. Some have figured it out, usually starting with ensuring a sincere and palpable “culture” of engagement, support and caring for the team, developing their skills, and ensuring that they have the tools and training to do the expected work. The best practice of considering human capital and making sure there is a plan that is fully executed to truly be an “employer of choice” within your community will be critical!
A very thorough new board and committee member orientation process is a final best practice common in successful private clubs. Most clubs typically experience the rotation of about a third of the board each year and often about the same percentage of committee members.
A perspicacious general manager/CE will ensure that each new board and committee member receives a thorough orientation that will include meeting every department manager and touring their respective departments to understand how they function and operate. Not only will the new board and committee members review all of the physical assets of the club, but they will also gain a very good perspective on how each department manager leads their employee teams.
As the private club world continues to evolve, these best practices will be pillars within successful clubs. Many of these have stood the test of time and all of them provide excellent guidance for relevant and sustainable private clubs.
“Engaging with KOPPLIN KUEBLER & WALLACE to run our Director of Golf search and working with Michael Herd has been not only enjoyable but successful with a great candidate found for the role. Michael took the hard work out of the process and presented a detailed candidate binder and stayed connected throughout the process. We all know that recruiting can be stressful, especially for key positions, and this wasn’t the case for this recruitment. I would use KK&W again and wouldn’t hesitate recommending them to you for your next search.”
ED CHAPMAN | CHIEF EXECUTIVE ROYAL AUCKLAND AND GRANGE GOLF CLUB
Clubhouse Europe takes time out to illustrate the importance and value of the European Club Education Foundation (ECEF). This is its
story.
Established in 2011, the European Club Education Foundation (ECEF) has been at the forefront of providing vital financial support for the professional development of current and future club managers and management personnel.
Initially spearheaded by Col. John Hunt as Chair, Nigel Cartwright as Chief Executive Officer, and Toro’s Andy Brown representing corporate partners, the Foundation’s mission was clear: to raise funds to provide financial support for the professional development of current, and future club managers and management personnel through education, training and research initiatives across Europe, the Middle East and Northern Africa.
Over the next 13 years the Foundation’ Board has met three times a year to award bursaries to deserving aspiring Club managers from the golf, sports and city clubs across Europe.
Marc Newey took over as Chair from John Hunt in 2018 and widened the breadth of bursaries offered from three to six a year and more recently up to fourteen a year after partnering with the R and A to offer opportunities for Women in Golf Club Management and Ethnically Diverse Managers in Golf.
The Foundation’s Board of Directors comprises individuals from within the CMAE membership and now invites two representatives from the CMAE Corporate Partners.
At the helm is Chief Executive Marc Newey CCM, CCE (Roehampton Club in London), alongside Directors Alberto Iglesias CCM (Font del Llop GC). Gabrielle Boase CMDip (Dachet Water Sailing Club), Mary Lou Watkins CMDip (Luffness New Golf Club) and from our corporate partners Jonathan Coates, Jonas.
Central to its operations, the Foundation receives crucial support from CMAE’s Corporate Partners, with 5% of their fee reinvested into education bursaries. Additionally, fundraising events held during the European Conference further bolster the Foundation’s financial resources, with opportunities for members to contribute through hosting events at their respective clubs.
The Foundation offers a range of bursaries aimed at fostering professional growth within the club management community:
• Joe Perdue Bursary: Honouring the memory of esteemed hospitality educator Joe Perdue CCM, CHE, this annual bursary grants individuals the opportunity to attend the CMAA’s World Conference and MDP Strategy and Leadership, with recipients expected to provide valuable insights for future CMAE Networker publications.
• Young Manager Bursary: Sponsored by Past CMAE President Marc Newey CCM, CCE, this bursary supports aspiring managers aged 30 and under to enrol in the Management Development Programme starting with MDP 1.
• European Conference Bursary: Offered biennially this bursary enables MDP participants to attend the CMAE European Conference, thanks to the generous support of Kerry London
• Women in Golf Club Management Bursary: In collaboration with the R&A, this annual bursary empowers female managers to participate in MDP 1, aligning with efforts to enhance gender diversity within golf club management.
• Ethnically Diverse Managers in Golf: Also supported by the R&A. this initiative aims to increase ethnic diversity within the golf indus-
Marc Newey took over as Chair from John Hunt in 2018 and widened the breadth of bursaries offered from three to six a year and more recently up to fourteen a year after partnering
with the R and A to offer opportunities for Women in Golf Club Management and Ethnically Diverse Managers in Golf.
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try, recognising the importance of role models in promoting inclusivity and professional opportunities. Recipients attend MDP 1.
ECEF has awarded £300,000 in bursaries benefitting over 100 people which is a record to be proud of and a mission that will continue to be achieved with everyone’s help year on year.
In conclusion, the European Club Education Foundation offers invaluable opportunities for professional development and growth within the club management community. Through strategic partnerships, dedicated funding, and a shared commitment to excellence, the Foundation continues to empower managers with financial support across Europe, the Middle East and North America.
• www.cmaeurope.org
Pete Brunning won this year’s Joe Perdue World Conference Bursary.
(Read about his extraordinary experiences on page 8 of this issue.)
“Wow, what an absolutely fantastic email to receive. I am so honoured to receive the Joe Perdue Bursary to attend CMAA World Conference and continue my path towards achieving CCM status. The CMAE education pathway has been extremely beneficial to me in developing into the manager and leader I want to be. I hope my educational development with CMAE, and subsequent achievements, reflect well on Joe’s legacy.
The opportunity to further expand both my knowledge and my network at World Conference is an opportunity I didn’t think I would get. I am incredibly grateful to the ECEF Board and I will make the most of this most precious gift, in memory of Joe Perdue. Thank You.”
Rebecca Nnachor is the recipient of the Ethnically Diverse Managers in Golf Bursary.
“As a proud recipient of this esteemed Bursary, I would like to express my deepest appreciation to R&A and CMAE for recognizing Ethnically Diverse Managers in the industry through programmes in club management.
“Your continued support of ethnically diverse individuals in the industry is truly making a difference and has made a significant impact in my life. Throughout the programme, I was able to connect with seasoned experts, mentors, and likeminded delegates. These connections and interactions have expanded my horizons. The programme exposed me to various club management concepts and practical tools that have equipped me to tackle challenges more effectively.
“I must highlight that the learning environment created by the facilitators and fellow attendees was conducive. The Knowledge and insights I gained will undoubtedly help me in my personal and professional development.”
Irena Vitola, Women in Golf Club Management Bursary recipient.
“I was very surprised when received the letter that I won the Women in Golf Club Management Bursary 2023. I feel proud of my accomplishment and I will use this opportunity to further grow personally and professionally as a golf manager to give back to my club and golf community in Latvia.”
“I was very surprised when received the letter that I won the Women in Golf Club Management Bursary 2023. I feel proud of my accomplishment and I will use this opportunity to further grow personally and professionally as a golf manager to give back to my club and golf community in Latvia.” Irena Vitola, Women in Golf Club Management Bursary recipient
To offer educational opportunities for all is the key driver for the ECEF. It is important to have CMAE partners involved in this objective and I had no hesitation to sign up when asked to work alongside the ECEF board. I have seen firsthand the engagement, commitment and bursary allocation diversify and grow considerably over the years. It has been great to be involved to support deserving applicants and it’s crucial that CMAE partners help facilitate the ECEF to continue and positively engage in this impactful work.
Nature of activities and mission
The ECEF has been formed for charitable and educational purposes to promote intellectual excellence in the field of club management. This purpose will be achieved by awarding bursaries or research grants to individuals and by making gifts or contributions to educational programmes based on CMAE’s Management Development Programme (MDP). CMAE is a non-profit making professional association for members involved in the management of golf, sports, health & fitness, leisure, city and dining clubs located throughout Europe, Middle East and Northern Africa. Together with their Alliance Partners, the CMAE represents over 4,000 club management professionals in over 40 countries.
Background
CMAE’s Board has recognised that, in parallel with development and delivery of its MDP, a top class education programme, there is a need for adequate funding to support both current managers and their successors to enroll in these programmes. The Foundation will provide grants to individuals seeking to expand their practical knowledge of club management. It will also seek to provide additional funding to develop, maintain and expand CMAE’s long term education programme for the professional development of club managers.
The Foundation is campaigning to generate funds to become a truly sustainable organization, and we want to hear from you if you have practical ideas for fund-raising activities at your club, by your company or in your organisation.
The ECEF awards a number of bursaries available to current and aspiring club industry professionals (as identified on the previous page).
• www.cmaeurope.org
• www.cmaeurope.org/european-clubeducation-foundation/
• European Club Education Foundation :: Club Managers Association of Europe (cmaeurope.org)
My name is Gavin Robinson, and I am delighted to be appointed as the Operations Manager for the CMAE. This is me!
My background is one of Education, Golf and Club Management. I am passionate about improving our industry and I believe that this role will help me do that by joining the successful team at CMAE.
Having completed my Business Degree at University, I had the choice to follow my dream as golf professional or to go into the corporate world, I chose to follow my dream and I was a proud PGA Member for 22 years.
It took me to Mexico in 2003 as Director of Golf of Bosque Real Country Club which led to 15 wonderful years in Mexico working across three different projects and where I transitioned to Club Manager. Since returning to the UK I have been the Professional Development Manager for the GCMA and GM of Purley Downs GC.
Operations Manager is a new role for the CMAE as it continues to grow. It is designed to complement and support all areas of the business. I believe that I can leverage my experience to make a positive contribution to the Education programme, the business partnerships and to the exciting new projects that are on the horizon.
I look forward to connecting with the CMAE Family through the role and my door is always open.
Walmley Golf Club and Walmley Golf Foundation are championing the future of accessible golf with the launch of the UK’s first disability-designed artificial putting green.
The UK’s first disability-designed artificial putting green launches in June 2024, allowing people with extra mobility needs, such as wheelchairs or walking aids, the ability to access the sport for the first time, further enhancing the inclusivity of golf.
With 25% of households including at least one person classed to have a disability, according to the 2023 census, this move revolutionises the opportunities available for everyone to feel the physical, social and mental health benefits that golf provides players with across the country.
As part of the initiative to promote those with disabilities to get into golf, The Walmley Golf Foundation are offering players across the Midlands extended funded sessions, meaning anyone with extra mobility needs from any background has the
opportunity to give the sport a try.
To celebrate the launch, two open days see local role models of diversity and inclusivity in attendance. The days also feature the ‘Big Chip-In Challenge’, recreating the 17th hole at TPC Sawgrass, USA, with role models raising up to £250 per successful shot.
The opening of the UK’s first disability-designed putting green encompasses England Golf’s Respect in Golf movement which aims to inspire, promote and create greater understanding and embracement of equality, diversity and inclusion within the sport. The movement is designed to bring people into golf from all ages, genders, abilities and backgrounds, allowing everyone to reap the benefits of golf.
Lesley Robbins Chairman of the Walmley Golf Foundation CIC said: “We have worked together over the past four years to fund nearly £100,000 of
new infrastructure. This includes a covered practice range with heating and lights, an indoor practice studio and now the crowning glory, an artificial shortgame area. All of this has been achieved through fundraising and grants. We want to change the lives of people who may feel isolated in our community and show how inclusive golf can be.”
Local golfer and Walmley Golf Club member Pauline Reid said: “As a person who is disabled, I am made aware of barriers to a lot of activities. So, when I was invited to attend a women’s taster class in golf, I accepted, but only with the expectation that I’d be observing and networking. Instructor Sam Stuart, however, helped me see beyond the barriers; showing me that golf can indeed accommodate people with disabilities. Upon joining, the club had my comfort as their main priority; ordering adjustment items
such as an automatic tee-up dispenser. Building upon their advocacy of accessible golf, Walmley Golf Club has adapted part of their natural grass green to artificial, for a chipping/putting green – with the understanding that navigating natural grasses can be difficult for mobility-related disability – improving their accessibility inclusivity. This is a great stride forward for the club.”
Matt Draper, Club, County & Membership Director at England Golf, said: “England Golf are thrilled to see the opening of the UK’s first disability designed artificial putting green. Walmley’s commitment as advocates of ensuring golf is accessible to everyone is a key asset to the local community and I am sure this launch will help bring new people to the sport who previously may have felt they couldn’t participate. This aligns with our Respect in Golf and It’s All Golf initiatives, ensuring that anyone of any age, gender or background can enjoy the sport along with the physical and mental health benefits it brings.”
Dr Roger Hawkes, EDGA/G4D, European Golfers Association / Golf 4 Disabled Tour added: “Walmley Golf Club and the Foundation are an amazing example of how we as a golfing society can change the pathway into golf for people with physical disabilities. Having worked closely with them on their journey, we have seen the team overcome challenges and obstacles to create a ground-breaking installation. This should greatly help other clubs and golf centres to do the same and create a new network of opportunity around the UK, for people in our community who may have felt excluded.”
The English Open for Golfers with a Disability takes place between 25-26 June at Stoke by Nayland Golf Club in Essex.
• www.walmleygolfacademy.com.
Tom Vale, Press & Media Manager
Tel: 07912 240850
Email: tom.vale@englandgolf.org www.englandgolf.org
Huxley Golf was founded by Edward Huxley in 1946 in Staines, Middlesex, following his wartime service as a pilot in the Royal Air Force and Fleet Air Arm. The company supplied horticultural machinery throughout the Greater London area and developed into a leading manufacturer and supplier of grasscutting and turf maintenance machinery to golf courses and sports grounds.
In 2020, Huxley Golf entered a new era, becoming owned by an Employee Ownership Trust following the Huxley family’s decision to provide for the long-term future of the business. The company prides itself on producing problem-solving, innovative quality products. backed by first-class service.
•www.huxleygolf.com
Here’s what customers have to say…
“As part of the plans to enhance the guest experience at The Els Club Dubai Managed by Troon Golf International we selected Huxley Golf for the artificial surface for the driving range practice facilities and The Claude Harmon III Performance Golf Academy. With close to 100 meters of artificial surface being required along with the construction of the foundation and surrounding interlock this was a considerable project. We are very pleased with the quality of the surface and overall finish of the project. We have received countless comments from members and guests complimenting the quality and consistency of the Huxley Surface and we would not hesitate to recommend Huxley Golf to other golf clubs, said Tom Rourke General Manager of The Els Club”.”
Tom Rourke, The Els Club, Dubai Sports City – General Manager
“The project team set the bar very high to meet ours and Nike’s exacting standards to create this new service, which, if successful, could become a template for similar centres around the World. We were absolutely focused on making sure that aesthetics were matched by quality so I pinpointed the reputable suppliers that I wanted to work with to deliver the vision. When it came to the surfaces underfoot, I went straight to Huxley Golf because I knew they would come up with the goods.”
Tom Younger – CEO, Archerfield Links Golf Club, Scotland
“Contracting a trustworthy supplier along with a superlative product was critical to this project. Through experience and usage in other parts of the business, we found that the Huxley Golf turf provided a consistent low maintenance playing surface which allowed us to have a high usage in a limited area that we couldn’t otherwise provide on grass. As the playability is very similar to a grass tee, golfers always comment positively on its playability and I’m extremely pleased with the result.”
Kevin Mackay – Operations Manager, The Castle Course, St Andrews
“We are so pleased to have installed the Huxley putting green - not only is it fantastic for practising both chipping and putting but makes a very aesthetically pleasing part of the garden.”
JM – Wentworth
“Austria’s climate and mountainous terrain doesn’t naturally lend itself to all year round play. We have solved many challenges by using a high proportion of all-weather surfaces, floodlighting four fairways and creating a state-of-the-art covered training centre. We are very proud of what we’ve created here and I hope that our concept will be adopted around the world.”
Markus Strobl – Founder and Director of Modern Golf Academy, Graz, Austria
“Today, our new practice area looks stunning and it’s being used exhaustively. Our Club Professional, Peter Buchan, is delighted with the practice teeing area and has never been busier. The Club is attracting even more beginners but we have no concerns about wear and tear on the practice area which will undoubtedly only enhance our prospects of encouraging them to become members.”
Donald Kerr – Chairman, Strawberry Hill Golf Club, Middlesex
“Our Huxley Golf practice tee and putting green surfaces are really first class and very close to top quality natural grass. They allow us to provide excellent facilities all year round.”
Richard Latham – General Manager, The National Golf Centre, Woodhall Spa
“The PGA has been greatly impressed with Huxley Golf’s integrity, high levels of customer service and extensive range.”
Robert Maxfield – Joint Chief Operating Officer, The PGA
“Rugby’s Golf Club and Huxley Golf are delighted to provide this new golf facility for such a worthy cause as Help for Heroes. We are all proud of our men and women in the Armed Forces and we want to do all we can to help those who have been wounded or injured serving their country.”
Jason Leonard – England’s most capped Rugby Union Player
A packed summer of live sport, including the Euro Finals, Wimbledon, the Olympic Games, Super League and Test cricket will provide a major opportunity for clubs to boost bar sales.
This summer has the makings of a cracker for venues across the country, particularly if the sun shines for extended periods.
But what is most likely to drive footfall and sales is a packed calendar of amazing sport, from Test cricket to Super League to Wimbledon to Royal Ascot and the Olympics, there's a back-toback calendar of top-class sport to give members more reasons to visit the club.
The Euros
The undoubted key opportunity, however, is the Euro 24 finals held from June 14 to July 14 in Germany.
It’s the first Euros since 2020 when Italy beat England in the final during a tense encounter at Wembley Stadium.
And with both England and Scotland having qualified, it's sure to be a massive opportunity for clubs.
Both home nations will play in three matches each in the group stages, guaranteeing a busy time for venues showing the matches live.
Scotland have the unenviable task of facing host Germany in the opening match on June 14.
It may be a tough start to the campaign for the Scotland team, but it's likely to be a great start for venues.
With so much interest in the tournament, the event features back-to-back matches for a full month, and has the potential to provide clubs with an unbelievably strong start start to the key summer trading period.
Recent research shows that almost half of all
adults – 45% – say they plan to watch a Euros match in a bar this summer.
That's an opportunity not to be missed.
One of the most important things you can do in preparation is add some theatre in-venue to really bring the tournaments to life for your members.
Why not invest in some strips for your staff and hand out scarfs to members?
It’s quick and inexpensive and it can help elevate the whole experience for the members.
One thing that is an absolute must, however, is to order a Greene King IPA ‘Watch Football Here’ POS kit.
It contains everything you'll need, including a
pump clip crowner, fixture posters, empty belly posters, bunting, drip mat, social media assets, and a consumer promotion that will help drive rate of sale.
For the many cask ale fans out there, Greene King is making its special limited edition False Nine Golden Ale available in time for the Euros.
A refreshing hoppy golden ale with a fusion of fragrant hops, False Nine is a delicious and thirst quenching beer.
It even comes with an extra premium pump clip to help make it unmissable behind the bar during the Euros.
False Nine is available in both 9G firkins and 4.5G pins.
Soft drink options
It's worth bearing in mind that while beer is likely to be front of mind for many of your customers during the games, data from Coca-Cola Euro Pacific Partners (CCEPP) shows that a significant 30% of consumers don't plan to drink alcohol while watching Euros matches. Of those, 60% would prefer a soft drink to a low or no alcohol option.
The power of sport
Sky Business and CGA data from 2023 clearly demonstrates the enormous power of live sport in driving footfall and spend in venues:
• Sport brings people together – 75% of fans visit with bigger groups than they usually would when visiting venues generally.
• A sporting reputation builds loyalty – 89% are more likely to revisit a venue if they know matches are screened and well over two thirds (72%) would go less often if it stopped showing sport.
• Sports fans spend more – their average monthly spend on eating and drinking out is 36% higher than those who don't visit bars to watch sport.
• Sporting occasions lengthen visits – 87% say they stay longer than usual when a live game is on.
• Live games create a unique atmosphere – 41% of fans say the lively atmosphere is a main reason they watch sport in bars instead of elsewhere.
wouldn't normally visit – significant numbers say they are more likely to visit at times (32%) or on days (38%) when they would otherwise be elsewhere.
The stage is set then, and a world of opportunity lies ahead for clubs.
It’s time to make sure your venue is ready to cash in on a summer of sport.
Friday, June 14, 8pm, ITV Germany v Scotland
Sunday, June 16, 8pm, BBC1
Serbia v England
Wednesday, June 19, 8pm, BBC1
Scotland v Switzerland
Thursday, June 20, 5pm, BBC1
Denmark v England
Sunday, June 23, 8pm, BBC1
Scotland v Hungary
Tuesday, June 25, 8pm, ITV England v Slovenia
Saturday, June 29, 5pm, ITV/BBC Round of 16 begins
Friday, July 5, 5pm, ITV/BBC Quarter-Finals begin
Tuesday, July 9, 8pm, ITV/BBC Semi-Final 1
Wednesday, July 10, 8pm, ITV/BBC Semi-Final 2
Sunday, July 14, 8pm, ITV/BBC The Final
•To discuss supply with Greene King & Belhaven, call 0345 8504545 and quote “CLUB23”.
• Already trade with Greene King? Contact your SDM for more information.
So it makes sense to ensure you are stocked up on popular soft drinks options as well as providing low and no options like Estrella Galicia 0.0 and Old Speckled Hen Low Alcohol. <
• Sport can attract people to bars at times they
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