Clubhouse Europe

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Club Awards 2020 – your time to shine – page 36


New recruits – CMAE welcomes Hungary to the fold Covid-19 – news and views from CMAE members MDPs – latest updates and forward planning CMAA World Conference – review from a first-timer Young Managers Group – introducing Adam Walsh CCM


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Fellow Club Management Leaders Not in my wildest dreams could I have imagined my first communication to you would be under such extreme and challenging circumstances. COVID-19 has brought difficult and unanticipated challenges to each and every one of us. However, we are adapting and, hopefully, staying fit and healthy and in social contact with one another. At the same time, we must continue to observe each of our governments’ guidelines of staying apart and, in so doing, keeping ourselves and others safe and to prevent the further spread of the virus. On an upbeat note, I am glad to see so many of our Tribe Members sharing stories, helping each other out on the WhatsApp groups from MDP and also on the Facebook CMAE Tribe. A lot of questions being asked with so many people helping out; we are fortunate to have the likes of Brodie McDonald who shares his story from Italy with us in the magazine (see page 26). While we will all remain optimistic, as leaders within our respective Clubs we also have to be practical. Planning out multiple scenarios, worse and best case, on a short and longer term is not only prudent but necessary to help you and your Club navigate through this period and to remain sustainable when the crisis is eventually over. The change curve (as covered in MDP 1) is in full effect, and we now see Board and staff meetings taking place through online providers like Microsoft Teams and Zoom. Remarkable! To learn new things and to train people to do new things will always be of the utmost importance – maybe especially in a time of crisis. With this in mind, I hope you have seen the launch of our new CMAE Webinar Series – Powerplay 600. We take a subject, focused around the current situation (and tied in with our industry) and invite presenters to share their advice and learnings for 600 seconds. As I write this, we’re also launching the Powerplay CoffeeShop where CMAE Members get to share their stories and offer up good advice based on what they have learnt. On an even brighter note, we have enjoyed the continued success of our Management Development Programs across Europe and the Middle East with almost all programs fully booked and a number of upcoming MDPs operating waiting lists. This success will continue just as soon as the virus allows, when we look forward to welcoming delegates back to the very full classrooms just as soon as possible. Classroom-based learnings aside, CMAE’s The Networker continues to include fantastic articles from our MDP speakers who continue to remind us of the tools that we have learned from attending MDPs. If ever there were proof that MDPs work then it’s now! Every weapon in the MDP armoury is being used to good effect, as are the leadership qualities we’ve seen in all of you on the MDP pathway. Congratulations to all of you for all that you’re doing and thanks to our MDP speakers for their continuing contributions and support. On the topic of sharing advice and best practice, the World Conference in Dallas in February was incredibly enjoyable, even though it feels like a lifetime ago. Once again we had a range of first class speakers and networking events to learn from our peers. There is a great article (page 16) from William Anthony on his first experience of Conference which I know you will enjoy. We have come together as a global community fighting the same battle and we should continue to support each other and learn from one other. Director of Education Torbjorn Johannsen and Assocation Manager Debbie Goddard continue to do a great job for us and will be using their experience, supported by the Board, to keep the Association at the forefront of Club Management and Education. Similar to all of our Clubs we are also scenario planning and looking to what the future may hold, adapting to the needs of our MDP Tribe and CMAE Network and working hard on how best to serve you. If we’re missing anything just let us know - our door is always open, albeit a virtual one at the moment! Finally: Don’t ever feel alone or isolated while difficult decisions need to me made. Please be sure to reach out to a fellow Club Manager or make use of one of the many channels provided by CMAE. Stay in good spirits, maintain connections, share positive messages and most importantly keep yourselves and your loved ones safe.

James Burns CCM President, Club Managers Association of Europe

James William Anthony CMDip Burns CCM

Sean Ferris

David Foster

Debbie Goddard

Torbjörn Johansson

Brodie MacDonald

Laurie Martin

Jules Murray

Tamas Revesz

Nick Sellens

Jill Slingsby

Bill Sanderson

Caroline Scoular

Darshan Singh

Adam Walsh CCM

CMAE Board of Directors David Balden CCM Michael Braidwood CCM James Burns CCM Niall Carroll CMDip Debbie Goddard Alberto Iglesias CCM Torbjorn Johansson Michael Newland CCM Silvia Serrano CCM Mary Lou Watkins CMDip

Editor Caroline Scoular Design David Foster Editorial Nick Sellens Sales and Marketing Manager Leigh-Ann Ogilvie Circulation Jonathan Hardy Association Manager Debbie Goddard Publishing Director Sean Ferris Clubhouse Europe is published by Alchemy Contract Publishing Ltd.

ACP Gainsborough House 59/60 Thames Street Windsor Berkshire SL4 1TX United Kingdom t. +44 (0)1753 272022 f. +44 (0)1753 272021

CMAE The Club Managers Association of Europe 1b Bagshaw Close Ryton on Dunsmore Warwickshire CV8 3EX United Kingdom t. +44 (0) 247 669 2359

The views expressed in this magazine are not necessarily those of the publishers or the CMAE. Clubhouse Europe does not verify the claims made by advertisers regarding their products.




18 Leadership 2020 – a Club Manager’s guide in challenging times

5 News round-up News and views from the world of CMAE.


20 Six steps to building personal resilience

7 Management Development Programmes

Resilience is an important word to keep hold of. Jules Murray explains why.

MDP latest. A great start to the year’s programme, plus possible plan for the later part of this year.

21 Putting your MDP to work with positive action

10 A word with... Adam Walsh CCM

Take care of YOU. Why? Because you must be able to function before doing what you can for everyone else.

When Adam Walsh CCM was invited to devise an initiative for the CMAE, he didn’t hold back. Now, at 32 and Sunningdale Golf Club’s youngest ever General Manager, he heads up the CMAE Young Managers Group. Read on…

24 Navigating through difficult times 35 Preparing to re-open

13 Join up, join in – the value of MDP courses CMAE’s Management Development Programme (MDP) is an education programme for Managers in Europe, Middle East & Northern Africa. Not on the pathway yet? Have a read of these testimonials.

Unprecedented times created by Covid-19 means unprecedented opportunities to reflect and do some inner engineering, says Darshan Singh.

Now’s the time to ensure that the club is in the best financial position it can possibly be when the doors are flung open once again.

39 It’s classified

Now is the right time to focus your attention and energies on being responsive to all of the unpredictable situations that lie ahead. And when you rise to the occasion, you will realize just how effective and resilient a leader you are, says Laurie Martin.

Showcasing services of club-supporting suppliers.

16 CMAA World Conference 2020 When William Anthony CMDip received an e-mail notifying him that he would be attending the World Conference in Dallas he was thrilled. So did it live up to expectations?


42 The Last Word Hungary steps onto the CMAE MDP Pathway. Tamas Revesz, President of the Hungarian Club Managers’ Association (HCMA), explains why.


26 In the face of the virus – a tale from Italy Brodie MacDonald, General Manager at Siena’s Royal Golf La Bagnaia, explains the testing COVID-19 journey faced across the whole of Italy, from awareness through to procedural changes and through to short-term closure.

29 Volunteers 31 Clubhouse Awards They’re back! Welcome to the 2020 Clubhouse Awards.

Constantly reviewing how to recruit club volunteers is a sound practice. In preparation for ‘club life as normal’.

32 Hospitality Social Media Awards Social media is one of the most effective ways to reach the membership and broader community. Are you one of the clubs harnessing its power in the face of Covid-19? Then it’s time to shout about it.

For more information on any of these articles or to contribute to our next issue, contact Editor Caroline Scoular. e. t. +44 (0)1753 272022

36 Club Awards 2020

For more information on the CMAE, its events and/or courses contact Debbie Goddard. e. t. +44 (0) 247 669 2359

The Club Awards recognise the commitment of clubs, committees and individuals who work to ensure a healthy future for their clubs, whatever the current circumstance. Time to shine.


News from the frontline CMAE hosts taster day for On Course Foundation veterans CMAE held an Education Taster Day for the On Course Foundation (OCF) on March 12 at The Berkshire Golf Club, attended by OCF members keen to learn more about a career in golf club management.

CMAE announces new support and guidance programme The CMAE has announced a new support and guidance programme in the form of a webinar series, entitled Powerplay 600, launched on 31 March, 2020. CMAE Director of Education Torbjorn Johansson said: “This is a tough time for clubs all over the world and we want to support our members as much as we can. We are not experts on Covid-19 but what we can do is

provide tools and support to help managers lead their clubs through a crisis and we hope these webinars will help members through these extraordinary times.” Powerplay 600 is a series of webinars, each one containing 600 seconds of content around one subject. The webinar series will feature video-based bite-sized contributions from the CMAE’s expert pool of MDP

presenters, bringing best practice and advice to help members deal with the current situation they are facing. In the first episode in the series, Bill Sanderson discusses Stress Management when in time of crisis. The webinars are exclusively designed for CMAE members and accessible only via the members section of the CMAE website.

OCF delegates on the taster day at The Berkshire

OCF is a valuable asset to wounded and sick Service personnel and veterans. “We are very happy to support this great cause and look forward doing other events to show the breadth of the CMAE over and above our Management Development Programmes,” said CMAE Director of Education Torbjörn “Toby” Johansson. “I was delighted to be approached by the OCF and proud that we worked out this format and that it worked so well.” Bill Sanderson, presenter and facilitator for CMAE, moderated the day and introduced Geoff Johnson, Tidworth Garrison Golf Club, who spoke about his own experience of transitioning from the Armed Forces to General Manager of a Golf Club. Roehampton Club’s Marc Newey CCM CCE and Richard Harrison shared their experiences of hiring OCF members from an employer’s perspective, as well as exploring trends within Club Management. Finally, Secretary and host at The Berkshire Golf Club, Michael Newland CCM, shared his story of his career in club management to date and also touched on some of the challenges and benefits of working within the Golf Club Industry. Alistair McKay Forbes, Managing Director of the OCF said: “I just wanted to thank you all for arranging what was an excellent and really worthwhile day for us at The Berkshire. “You all gave the guys a great insight into the Club Managers role and the CMAE Pathway and that is exactly what I was wanting to achieve out of the day.”

• For further details of the On Course Foundation visit:

Time to shine – call for entries CMAE clubs are invited to enter the 29th annual Club Awards. “CMAE clubs have won numerous trophies at these prestigious annual Awards, including Formby Golf Club, Datchet Sailing Club and Royal Porthcawl,” said CMAE’s Torbjörn Johansson. “Last year Roehampton Club won

the ultimate accolade - King of Clubs. What an achievement!” CEO of Roehampton Mark Newey CCM CCE, pictured centre left, collected the Award from BT Sports’ Bruce Cuthbert (left) and from Club Awards host Sean Ferris (right). • See pages 36-37 for how to enter

ECEF reveals Young Manager Bursary winners Directors of the European Club Education Foundation (ECEF) have announced that Nathan Watts, Assistant Secretary at Lilley Brook Golf Club, England, will receive the 2020 full Young Manager Bursary award. A part-bursary has also been awarded to Taija Tuulia Viklund, Club Coordinator at Kankaisten Golfpuisto Oy, Finland. The Young Manager Bursary is aimed at Managers under the age of 30 across Europe and is sponsored by ECEF Chairman and former CMAE President, Marc Newey, CCM CCE. Nathan’s bursary will fund his attendance at an MDP 1 Course in Europe to start his journey to achieving CMAE ‘s Club

Nathan Watts and Taija Tuulia Viklund welcome their bursaries from the ECEF

Management Diploma (CMDip) which is recognised as the benchmark club management qualification. Nathan is a soon-to-be graduated sports

business management student, while Taija, who has been working in the golf sector for six years, graduates from the Turku School of Economics in spring 2020.

First female CMDip for Wales Sian Heatley CMDip of Royal Porthcawl Golf Club has become the first female in Wales to attain the CMAE Club Management Diploma. The Diploma is awarded across Europe by CMAE as a key qualification in the Management Development Programme (MDP). Sian has worked at the Royal Porthcawl Golf

Club for 13 years and has been in her current position of Food & Beverage Supervisor for five years. Sian completed MDP Parts 1 and 2 in 2019 and successfully completed the work based assignment which entails taking on a problem at the club and resolving it by applying the key learnings from the MDP curriculum. CLUBHOUSE EUROPE 5


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Consistent delivery of MDP programmes = success! The start of 2020 gave us six full MDP programmes in a row. Never in the 19-year-history of CMAE have we seen such numbers. And now, with consistent delivery of programmes on all levels, we now get to see great results, writes Director of Education Torbjörn “Toby” Johansson.


he 2018/2019 MDP year was a very good one, with an average score of 93.1 in satisfaction ratings from the 308 delegates on the 15 programmes delivered in seven different countries. The highest overall score was reached at Dubai’s MDP 2, where the group had an intensive week that ended in a great group presentation, as well as giving the delegates a good start, earning their CMDip within 3-4 months after the programme. The start of the 2019/2020 MDP season (JuneJuly) started well with five programmes in the autumn, and, come the start of the new decade, the 2020 programmes was already full with busy waiting lists. The advent of the Corona Virus - Covid-19 - has sadly meant a number of dates have had to be postponed for the time being. We’ll keep you updated as the situation changes. MDP 3 Strategy & Leadership – Prague, Czech Republic Prague was the first programme. MDP 3 Strategy & Leadership was delivered in the Czech Republic, a new country for MDP, which delegates enjoyed. It

was a great venue and a really good central location in a city with a lot of history and a tradition of warmly entertaining its guests. We welcomed a new

presenter from the US – Brett Morris, GM, The Club at Admirals Cove –who delivered Operations Excellence and, his favourite subject, Strategic Communication. As always on MDP 3, we saw delegates who had already been at a number of MDPs and CMAE meetings firmly focused on their pathway. It was a full group and we share a lot of fantastic memories from that week. MDP 1 – Manchester, England MDP 1 in Manchester was booked up very early with a long waiting list. That’s always good, but hasn’t been that common because something unexpected generally crops up and one or two people have to change the date of their MDP. One of the best things with Manchester was the Hungarian group that travelled to this MDP with a goal to go through the entire MDP pathway (see article on page 42). Talking and sharing is also a great thing and something we are very proud of. On MDPs we encourage people to open up about issues at work or at home; this time one of our presenters really opened up and it was amazing to watch and feel the sincerity given to the group. Thank you! MDP 2 – Troia Resort, Portugal When it was time for a trip down to Portugal, the course was more than full. Because of the fantastic



MDP PROGRAMMES Troia is a great venue and even though MDP 2 is a tough week, we managed to get some quality networking dinners the “Portuguese way!”.,

collaboration between AGGP (Portuguese Golf Club Manager Association) and the Portuguese Golf Federation (which means that the Federation supports education for AGGP), a lot of Portuguese managers could sign up, with the Federation/AGGP helping with a high percentage. Troia is a great venue and even though MDP 2 is a tough week, we managed to get some quality networking dinners the “Portuguese way!”. Morning walks along the beach proved a superb


MDP 2 is a tough week (above and left) but we managed some quality networking dinners. Below: Marbella’s MDP, delivered in Spanish, saw many delegates signing up for MDP2 on the spot. Swedish/Dutch/Italian cooperation to get the mind working well during the course. MDP 1 – Marbella, Spain AEGG is the Spanish Golf Club Managers Association that hosts MDPs and together with CMAE delivers the programme in Spanish. A great

initiative and the first place in the world that does the programme in Spanish. It’s currently delivered in English and also Chinese. Future languages could/can/will be French, Italian and Arabic. On this occasion – 30 delegates had a great week at Barcelo Hotel in Marbella. As previously, we started the week with Valderrama’s Javier Reviriego. This has been extremely successful in the past and this time was no exception. CCM Alberto Iglesias did a superb job translating the entire Workbook, which means that from now on all Spanish delegates gets the exact same content (even printed) as other delegates around Europe & the Middle East. MDP 2 in Spanish is set for November and most delegates at this MDP1 were ready to sign up immediately. MDP 2 – Stirling, Scotland Coming back to the original place where CMAE first started the MDPs – Court Stirling Hotel in Stirling, Scotland - always has a certain feeling to it. It was a full MDP with, again, a waiting list and delegates enjoyed a week together with exam scores standing out as extremely high. The newly appointed secretary of SGCMA, Craig Bell, was there to greet everyone when the week started, and also had a extra session on Wednesday night for people to attend if they so wished. What has clouded the start of 2020 is of course the Corona Virus – COVID-19 – which has forced us to postpone the two programmes in Dubai until 2021. CMAE and members thrive on getting together, exchanging ideas, building knowledge and experience. Treading the MDP Pathway might be harder at




MDP Part 1 10 - 14 August 2020 October 2020 26 - 30 October 2020 16 - 20 November 2020 25 - 29 January 2021 May 2021

London, England Baku, Azerbaijan Stirling, Scotland Dublin, Ireland Manchester, England Dubai, UAE

CMAE England CMAE/Dreamland Golf SGCMA/CMAE IGCMA CMAE England CMAE/Dubai Golf

MDP Part 2 9 - 13 November 2020 15 - 19 February 2021 May 2021

Manchester, England Stirling, Scotland Dubai, UAE


MDP Food & Beverage Management 2 - 6 November Marbella, Spain


MDP 3 Strategy & Leadership 18 - 22 January 2021

Prague, Czech Republic


MDP Sport & Recreation* 2 - 6 August 2021

London, England


To register your interest in attending any of the above courses please contact or use this QR code (see left). * New programme; launches in 2021 this moment in time but rest assured we’re working on it! More will be communicated in due course. In the meantime we’re looking forward to continuing to develop the success we have built, thanks to our Members (TRIBE), Corporate Partners (TRIBE), our Alliance Partners (TRIBE) and our Affiliated

Partners (TRIBE). We hope to see as many of you as possible in the second half of 2020. If St Andrew’s is the home of golf, then Stirling is the home of CMAE MDPs. It was in this historic city that the very first MDPs were held.




Awordwith... Adam Walsh CCM When Adam Walsh CCM was invited to devise an initiative for the CMAE, he didn’t hold back. Now, at 32 and Sunningdale Golf Club’s youngest ever General Manager, he heads up the CMAE Young Managers Group. So Adam – how did the CMAE Young Managers Group (CMAE YMG) come about? It all came about during a conversation at the CMAA World Conference a few years back in San Francisco. I was asked by some board members to put together a proposal and it evolved from there. CMAE England (formerly known as CMAE London & Home Counties) kindly agreed to sponsor the initiative and we have had some great meetings so far. Your passion and enthusiasm in this project is much appreciated. Where does all the energy and passion come from? The simple answer is that I love what I do, and the opportunities presented to me in my career have been enhanced hugely by CMAE. When I was asked if I could lead it, I jumped at the opportunity as I believe that you have to contribute to things that you value. Creating a meaningful group, where young managers could come together and develop, feels extremely worthwhile to me and knowing the challenges of being a young manager, I felt well placed to help set it up. The CMAE YMG hold a number of meetings per year. What do your thoughts for the future include? Next up we have a follow-up session from our very well attended December meeting at the In and Out Club. This includes Mistakes Managers Make Pt 2 at the Caledonian Club with Kevin Fish CCM. Originally scheduled for 23 April, I’d encourage people to sign up for the rescheduled meeting – date yet to be confirmed of course thanks to Covid-19. In a wider train of thought, I would love to see some form of pathway for people from university to flow into CMAE and I feel that the YMG can facilitate that. How about expanding CMAE YMG? Should there perhaps be different groups in different regions/countries? We are looking to try and accommodate the UK’s Northern regions more this year and branch out of the South of England. As it was originally set up and funded under London & Home Counties, our initial remit was to get it up and running in a very accessible area. This has now advanced and expanded, however, which is great news. I believe that there is a lot of potential for these meetings and their formats to be replicated throughout Europe. You need four basic but key components to create it – delegates, a venue, an itinerary and an organiser. If you have those four, there is no reason that we can’t have multiple regions/countries


running these events successfully. Name a couple of the highlights so far? There really are so many to choose from! I think, though, that the overall highlight is seeing 20-40 people in a room that have chosen to congregate for the purpose of education. We have had amazing speakers, education, venues and participation and as long as there is an appetite, I have no doubt that it will continue to grow. Through our CMAE Member network, we really do have a huge number of great venues and speakers to call upon and they are always delighted to help.

As a Young Manager in the Club Industry, what do you think the positive and negative things are about your age? Initial perceptions can be tough in our industry but that’s why you have to engage with people so that they see past your age and actually learn that, in my case, I’ve worked in the Club industry for 15 years. Progressive people aren’t too bothered by it and those are the people that I choose to work with. Experience is a hard thing to quantify, so I can only control my results and qualifications whilst trying to absorb as much as I can from some of the fantastic managers that I come across on a regular basis. I have

I really want to make this somewhere that people can create a network. I also believe that the MDP programme will develop any manager and if the YMG is an introduction to the quality of our education, I can only see that as a huge benefit. formal and informal mentors in abundance and their experience can be absorbed. Age is ultimately not an indicator of competency. Any more comments about this project? I really want to make this somewhere that people can create a network. I also believe that the MDP programme will develop any manager and if the YMG is an introduction to the quality of our education, I can only see that as a huge benefit. The MDP program has expanded immensely and it is noticeable from all of the MDP related social media. Having the YMG to feed that pathway, I strongly believe is of benefit to CMAE. Whilst I will still represent the YMG on the CMAE England Board, I will soon be passing the Chair to someone else, as was always the intention. It’s vital to keep things fresh and allow others the opportunity to expand on what’s already been done. My full support for the group and its development will naturally continue and the new Chair will be announced soon.

CONTACT DETAILS Adam Walsh CCM General Manager, Sunningdale Golf Club Direct Tel: 01344 298007 Fax: 01344 624154




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Join up, join in – the value of MDP courses

CMAE’s Management Development Programmes (MDPs) continue to provide a stellar pathway to career development for Managers in Europe, Middle East & Northern Africa. Read on...

An amazing course! Throughout the entire course I felt very involved, it provided tools and taught me new skills to become an even better leader. I now feel much more confident and competent as a Club Manager. It really has been a great addition to my MDP educational path.

“ ” “

Riviera Maya Golf Club, Mexico

Fernando Padro CCM, General Manager, Riviera Maya Golf Club, Mexico

A fantastic week. It exceeded my expectations. Great content; I have taken a lot of things home to implement. I met some amazing people and looking forward to the next course already. Andrew Minty CMDip, Director of Golf, Langland Bay Golf Club, Wales

MDP1 for me was a huge step forward in fulfilling my desire to become a golf course general manager. The personal belief that has been instilled in me by the CMAE team is as invaluable as the up-to-date course content provided. A great list of fantastic speakers and a seamless week provided by Torbjorn and the team has left me with some amazing networking opportunities and the added bonus of making lots of new friends.

James Lillitou CMDip, Assistant Greenkeeper, Beaconsfield Golf Course, England

This course is a must take for any current or aspiring Club Managers. A week packed full of information as well as providing invaluable connections for my future in the industry.

Ryan Evans, Golf & Games Assistant, Roehampton Club, England

What a wonderful week in Marbella for the MDP F&B course. It really was a great insight into the side of the business that I am less familiar with and was a bonus to spend the week with such a fantastic bunch of people.

Stephen Hubner CMDip, Director of Golf Operations, Jumeriah Golf Estates, UAE

I thought that the MDP 3 Strategy & Leadership course I attended in Edinburgh in January was excellent. With 28 delegates from 9 different countries, the interaction between the group, with the presenters, both in the classroom and out, was fantastic. It was educational, emotional, challenging, fun, revealing, thought provoking, entertaining and humbling. I would highly recommend this course to anyone in Club Management. This course will change your working life for the better.

Jim Callaghan CCM, Club Manager, Largs Golf Club, Scotland

Dubai Creek Golf & Yacht Club

A fantastic week in London for the CMAE MDP1! Very engaging and influential. I have taken a lot from the week and have already put some in to practice at work. I met some great people during the week and now have some great contacts for advice and guidance. Looking forward to continuing my CMAE pathway.

Jack Clegg, Golf Operations Manager, Worplesdon Golf Club, England Beaconfield Golf Course



MDP TESTIMONIALS The MDP Food & Beverage course was sensational. It provided so much information and guidance for running all types of club catering operations, and I have an enormous list of potential improvements to work on. The course is great value and I highly recommend it to anyone working in a club that serves food & beverages!?

Richard Pennell CCM, Club Secretary, Woking Golf Club, England

” “

The course has been great, very dynamic, I have taken with me many ideas that I will implement at my club. Also, the networking with other delegates has been fantastic.

Agustín Mazarrasa, Club Manager, Sotogrande Golf Club, Spain

Another great week with CMAE on Golf Ops, a variety of knowledgeable presenters, topics and once again great tribe to network with and build relationships. The venue made it all the more special with almost a ‘behind the scenes’ look into the golf operations at St Andrews Links Trust, a very special opportunity. Thanks.

I had a great experience on the CMAE MDP1 and would highly recommend it to anyone who is considering taking up the challenge of becoming a CCM. The course itself covers some excellent topics, from F&B through to Club Governance and with the clear focus of delivering leading education it’s an exciting time to get


Gary Beves CMDip, General Manager, Golf at Goodwood, England

The course content was well planned and covered all areas of golf club management. All the speakers were professional, passionate and entertaining! This course has given me so much information in one week and I’m looking forward to putting it into practice. Brilliant.

” “

Iain Lancaster CMDip, Club & Country Support Manager, LTA, England

Sotogrande Golf Club

involved. Not only do you learn a lot throughout the course of the week but you get to share a room full of like-minded individuals who are only too happy to share their opinion and advice with one another. The CMAE talks of a tribe mentality and how being part of that tribe is of great value to you as an individual, which after experiencing first hand I couldn’t agree with more. I will most certainly remain in contact with the people I met on the course both professionally and personally. CMAE MDP provides a great platform for education and networking and I look forward to progressing my education with them.

Gary Beves CMDip

The chance to share experiences and learn from the delegates was invaluable. I would recommend the course for all levels of staff.

Bina Ranshi, Assistant Secretary, Harewood Downs Golf Club, England

Richard Goodley, Finance Controller, The Wisley Golf Club, England

Even after being a GM for more than six years, I still learnt lots from MDP 1 and would recommend it to any Manager in our industry. The week was tiring but enjoyable and worth every penny of the training cost. It was great for me to meet Managers from other clubs, the City Clubs in particular and this has certainly broadened my knowledge, which was exactly what I was after from MDP 1.

Excellent course, learning many aspects of golf operations and management and covering Best Practice in a number of disciplines. An added benefit was having delegates from 9 different countries in attendance. A must for any Golf Club Manager who wants to increase their knowledge of the business. Hosted at the Home of Golf and a game round the old course also, what more can you ask.

Howard Craft CMDip, Club Manager, Berkhamsted Golf Club, England

Fraser Jervis CMDip, Club Manager, Harburn Golf Club, Scotland




Enter the 2020 Awards




CMAA World Conference –reviewfromafirsttimer When I received an e-mail notifying me that I would be the recipient of the Joe Purdue bursary to attend the 2020 World Conference in Dallas I was absolutely thrilled. Having heard what World Conference is like from other CMAE members it had been something I had been looking forward to attending for some time.


rriving at World Conference on the first day, the first impression I got was the sheer scale of everything, from the size of the conference centre to the number of people attending (not forgetting the portion sizes!). With so many people attending, over and above the learning opportunities on offer throughout the week, the opportunity to meet fellow managers from around the globe was obvious. As myself and others have discovered through our attendance at the MDP courses, the chance to learn from each other and share ideas and solutions to problems is always as important as everything learnt during the education sessions. The wealth of knowledge in every room you walked into was plain to see and hear. Having reviewed the schedule prior to arrival, I had earmarked which seminars I was planning on attending, with some exciting speakers in store over the five days. The chance to attend seminars delivered by Danny Meyer, founder of Shake Shack and restauranteur, Ross Matheson, the Club Manager of the AELTC, and Boris Grandina, who had recently been awarded the Master Club Manager designation, amongst others, all in a few days, was an amazing opportunity. Danny Meyer was possibly the speaker I was most looking forward to listening to. Shake Shack seems to have sprung up everywhere recently, so I was


excited to hear what he had to say. Hearing him describe in depth how he started off with his first restaurant Union Square CafĂŠ in Manhattan, followed by his expansion to Grammercy Tavern, were unparalleled. It was interesting to hear how he had committed to making his restaurants non-tipping in a culture which tipping is so ingrained. To then have the opportunity to visit his restaurant during a visit to New York really brought home much of what he had spoken about. It was inspiring to hear how Ross Matheson had moved from being a professional tennis player into

coaching, and then club management. Nevertheless, the most interesting part of his talk was definitely regarding the Wimbledon Championships. The attention to detail is phenomenal, and although everything is done on a large scale, there were plenty of nuggets which anyone at any level of their career could take back to their club. His seminar was extremely informative for all who attended. While these speakers were two that stood out for me during conference, everyone was buzzing following the seminars delivered by Robert Serici, the General Manager at Medinah Country Club, and

Danny Meyer, founder of Shake Shack.

Ross Matheson of the All England Lawn Tennis Club, London, explained his journey from player to Manager of the iconic club. Horst Schulze, co-founder of the Ritz-Carlton Hotel Group. I am sure that a number of attendees ordered Schulze’s book Excellence Wins even before the seminar finished. Conference was rounded off with an extremely inspiring talk delivered by Carla Harris about her time on Wall Street during which she shared tips, “Carla’s pearls”, on how to succeed in management. The insights Carla shared with all those present made everyone reflect on their own choices and leadership style. One of the most interesting confessions she made was that, when taking a step back to look at the team she had created around her, she realised that there was little diversity. This led to opposing view points not being explored, which in turn meant that she was ill prepared for any challenges she may have needed to face in such a tough arena as Wall Street. She quickly turned this situation around, ensuring diverse point of view were always present at the meeting table. One of my biggest takeaways from the education sessions was the importance of data insights and business intelligence. Listening to fellow club managers deliver a sessions on how they have used the data they have gathered to build the future of their club was inspiring. Also, attending a session delivered by GGA Partnership and Jonas Software really drew my attention and focus to this aspect. This was something I was definitely going to be looking to implement more of on return to Highgate. Another session that gave me food for thought was related to the Detroit Athletic Club. It was

Nathanael Pietrzak-Swirc pictured with Andrea Faldella CCM. insightful to hear about how the DAC had gone through the process of identifying and projecting its brand. There are many things you hear during education sessions which you might say are common sense, but first you need to hear them. As we all know, it is important to ensure that any club has the best quality of facilities possible, but it is even more important to ensure that we understand why people choose to be members. Understanding your brand and leveraging it to attract new members and retain existing ones should be at the forefront of everything. In addition to the learning opportunities from a leadership and management perspective, one of the most impacting speakers during the entire conference was Ari Schonbrun. You could have heard a pin drop in a room of a few thousand people who were listening to him recount how he was on the 78th floor of Tower Two of the World Trade Center when the first plane hit. Hearing him describe how he helped one of his colleagues, who had been severely burnt, to safety was something I will never forget, especially as only two other people working for Cantor Fitzgerald survived out of the 662 people who worked on the upper floors of the World Trade

Center. Being able to visit the 9/11 Memorial and Museum the following week really put a lot of this into perspective. Over and above the seminars, exhibitions, group discussions, and more besides, the networking opportunities at World Conference were something not to be missed. The chance to sit next to the general manager of a lawn tennis club in Toronto, a golf club in Perth, Australia, a sports club in New Zealand, and learn how similar we are in so many aspects, yet how different we can be as well was equally fantastic. I was fortunate to meet many interesting people and make some friends who I look forward to seeing at future CMAA World Conferences. Conference was a great experience and one that I would recommend to anyone, no matter what stage of their career they are at, and one that I hope to repeat as many time as I am able to. Hopefully the next time I attend will be to collect my Certified Club Manager certificate! William Anthony, CMDip Assistant General Manager Highgate Golf Club




Leadership 2020 – a Club Manager’s guide in challenging times Unprecedented, unimaginable and unexpected circumstances created by Covid-19 have given us all an opportunity to isolate, reflect and do some inner engineering, says Darshan Singh. For example, how can you better manage your time, stress, family commitments and the working environment within your clubs?


his current Covid-19 situation has made me reflect more about what is important in life. People have always planned for the future based on past knowledge, skills, behaviour and experiences. You have always taken care of the ‘what if’ scenarios, and conducted various contingency plans; yet did anyone envisage a pandemic crisis would be part of the ‘worst case scenario’ and foresee the impact this might have on individuals and clubs? Let’s start with the assumption that while the effect of Covid-19 will undoubtedly test us, we will not let it define our future. In the past we have overcome similar global outbreaks such as SARS (2003), H1N1/Swine flu (2010), MERS (2012) and Ebola (2014). Each of these epidemics have caused an economic turmoil. Going forward we can and will put an end to Covid-19. Remember you are not alone.


You have the whole CMAE Tribe with you. It is time for us to have self-confidence, belief, resilience and mental toughness as we lead ourselves out of the current dilemma. We begin our journey with a quote from Winston Churchill “The empires of the future are the empires of the mind”. If you have a beautiful mind – thinking positively and always looking on the bright side of life – then you will have an equally beautiful future! And your future starts right here, right now. Covid-19 actually presents every club with an opportunity. Much like when you are standing on a fairway deciding on which club to play, you can now look forward and strategise what your club should look like in the future once this blows over. Your current circumstances provide a moment to reflect and thereby using our past experiences to reshape what

your club might look like the future. In other words: Wisdom + Opportunity = Wealth (WOW) Lee Iacocca, CEO reviving the Chrysler Corporation of the 1980’s defined nine leadership qualities each began with a letter C. So now let’s play nine holes using the nine C’s and create a new Leadership 2020 style. Working our way through the irons in our golf bag: Hole 1 – begin with a 3 Iron Keeping it safe on the middle of the fairway, going forward a leader has to show CURIOSITY, an inquisitive mind-set. He has to listen to people outside of the “Yes, sir” crowd in his inner circle and step outside his comfort zone to hear different ideas.

Hole 2 – 4 Iron A leader has to be CREATIVE, willing to try something different. You know, think outside the box and change a few ‘light bulbs’! Leadership is all about managing the changing environment, you have to be creative as well as being able adapt.

So, let’s head to the driving range to use the bigger clubs. THE DRIVING RANGE

Hole 3 – 5 Iron A leader has to be able COMMUNICATE. We are not talking about spouting sound bites. We are talking here about being effective and efficient communicator, facing reality and telling the truth. Hole 4 – 6 Iron A leader has to be a person of CHARACTER. That means knowing the difference between right and wrong and having the guts to do the right thing. Abraham Lincoln once said, “If you want to test a man’s character, give him power.”

Use 5 Wood A leader has to COOPERATE at national level with other organizations to form strategic alliances and share ideas. At club Level with owner to owner, club manager to club manager, green keeper to green keeper, etc. supporting each other to achieve your individual and club goals.

Hole 5 – 7 Iron A leader must have COURAGE. Swagger isn’t courage. Tough talk isn’t courage. Courage is a commitment to sit down at the negotiating table and face the brutal facts.

Use 3 Wood A leader has to be a person who COLLABORATES. Creating shared goals and working together to achieve them.

Hole 6 – 8 Iron To be a leader you’ve got to have CONVICTION – a fire in your belly. You’ve got to have passion. You’ve got to really want to get something done. Hole 7 – 9 Iron A leader should have CHARISMA. Charisma is the quality that makes people want to follow you. It’s the ability to inspire. People follow a leader because they trust him.

Use Driver The driver represents TRUST (honesty and integrity). Trust in yourself, in the tools and processes you deploy and in your people. Trust is a two-way process between you and others. Driver is the one club designed to strike the ball to go furthest, and trust is also the quality we may have lost and need to regain to bind us all together to get us out of our current situation.

Hole 9 –Sand Wedge You can’t be a leader if you don’t have COMMON SENSE.

NOW LET’S MOVE TO THE PUTTING GREEN The most important club in the bag is the Putter. It’s the club that you use the most. It’s the one that makes the biggest difference. To use an old golf adage, you “Drive for show and putt for dough”. YOU are the putter, and the putter is you! As the Leader you are the single most important person in your business. Every time you pick up a putter, think of yourself and your role as a LEADER at your Club.

So, those are Lee Iacocca’s 9 leadership qualities which form the basis of Leadership 2020. However, if I only used my irons/wedges you may accuse me of not playing with a full set! I have therefore added a few more clubs and leadership qualities for you to follow. As a golf club manager, you will, of course, be expected to use all the tools, systems and processes at your disposal to achieve the best result on the course and at your club under these challenging times!

By now communities have started to work together and golf clubs can think of new and imaginative ways to tap into this opportunity. What have you always wanted to change about the club but felt that the existing membership wouldn’t support you? Now is the time to change. Covid-19 has challenged us all to become more creative in how we think, live and work from survival to significance. How many of the new ideas can we take on board and implement to help us thrive going forward into the future? Could you allow non-members to enjoy the benefits of a golf club at off peak times? How about opening the grounds to schools to enjoy both the wonderful grounds and setting up some educational challenges too? Could you arrange for residents from

Hole 8 – Pitching Wedge A leader has to be COMPETENT. You’ve got to know what you’re doing, and equally important that you’ve got to surround yourself with people who know what they’re doing.

the nearest retirement homes to visit occasionally and possibly meet their relatives? Holding special events to reward those in the community who go above and beyond the call of duty? Commercially, I know that I would rather host meetings at a golf course than in a stuffy hotel meeting room! Once we have rode the Covid-19 wave, we can then sit, relax and enjoy the party at the 19th hole. The look and feel of golf clubs will undoubtedly change in the future and it will be for the better. So come on club managers implement Leadership 2020 to address the challenges of Covid-19. During this experience we are again reminded of the fact that our people meaning our colleagues and our members are our biggest asset. Without people businesses and communities have grinded to a halt. So we need to protect our people now, invest in their future through training and development, and re-engage them into our clubs going forward. Remember, Albert Einstein defined insanity as “Doing the same thing over and over again, and expecting different results”, so it is time to ‘change the lightbulbs’ at your club and unleash the power within you and make the impossible possible. We can and will overcome Covid-19 and be stronger Leaders as a result.

CONTACT DETAILS Darshan Singh has a wealth of expertise in people development, business development through strategic planning, facilitating change, creating a coaching and feedback culture offering superior customer service and performance management. A high energy, results-orientated human resources, people-development professional with over 25 years of international experience in the UK, Europe, South-East Asia and Middle East, across a broad-range of sectors. A conscientious and energetic personality with highly developed HR, leadership and communication skills , he delivers high quality ConsulTraining to build sustainable individual, team and club capabilities. Passion: developing people and clubs to achieve their true potential.




Six steps to building personal resilience RESILIENCE is the capacity to recover quickly from difficulties or change, adapting in the face of adversity, trauma, tragedy or threats. It’s an important word to keep hold of. Jules Murray explains.


o how are you coping during Covid-19 and what are you doing to build your resilience to this unprecedented interruption to ‘business as usual’? In times like this I tend to seek stories of hope and unwavering courage which demonstrate the power of the human mind and the unassailable advantage of positive thinking. Remember the ‘San Jose Copper and Gold Mine’ which collapsed in August 2010 trapping 33 men, 2300 feet underground. They had enough food for two men for 10 days. They were trapped for 17 days before anyone broke through to them. Within 53 days they had a narrow pathway to receive food and medicine and to extract the men one by one in a capsule. Everyone worked together to support one another. They shared ideas, they experimented they failed, and they tried other ideas. They were humble in the face of the challenge. They had curiosity and humility and they were willing to explore diverse opportunities in order to learn fast! So, are you, like me, now thinking how selfish people are to stock-pile food in order to leave others without, and carrying on their social outings and activities ignorant to the possibility that they are spreading the virus and prolonging this world crisis? I have made an attempt to diversify into on-line training and coaching in order to adapt to the current environment – it may be successful, it may not, but knowing that I am experimenting and reaching out to help others is one way in which I am building my resilience to change. What steps have you taken so far and how is your blue-sky, out-of-the-box thinking supporting your business? Here are my six steps to building personal resilience: 1. Sense of Purpose Ensure that you get up with a sense of purpose every day and continue to re-define your purpose as you move through life. The stronger your sense of purpose, the better equipped you are to handle challenges and setbacks and to recover from them. 2. Positive Mental Attitude Look for a positive aspect in every situation. Listen to your favourite music, read books with a positive message, maintain a sense of hope and happiness in all activities.


3. Connect with Others People matter to all of us, so building supportive and caring relationships is essential. Your interpersonal communication and skills can be an important element of your ability to be resilient, based on how you can handle difficult situations or times. It is also essential to be able to offer appropriate help and support to others and ask for it, when needed. 4. Determination Getting things done, making things happen and constantly looking for better ways of doing things. Use this time to work through your brand and operational standards and consider if there is a better way to achieve your end goals. You are 50% more likely to achieve your Sense of Purpose if you write things down… it will focus your determination. 5. Taking Control You are the creator of all those thoughts and images that swirl around in your mind, leading you to feel a flurry of emotions. Just as you create internal experiences that result in feelings of fear or anxiety, so can you begin to assign new meanings and interpretations to events. Your thoughts create your emotions which impact upon your behaviour and performance – Take control of your thoughts! 6. Looking After Yourself Looking after yourself both physically, mentally and

emotionally, is essential in order to deal with stress, which has a big impact on your resilience. Do you lead a healthy lifestyle? Do you have strategies and tools to help you deal instantly with difficult or stressful situations? Are you able to relax your body and mind so that you can see problems or difficult scenarios in a calm and clear way? Make sure you learn some simple techniques to help you do this. I hope you will use one or two of my suggested steps to build your personal resilience to this unprecedented situation in which we find ourselves. Reach out to others CMAE – call me, stay safe and use this time well to personally develop yourself and plan for the future.

CONTACT DETAILS Jules Murray – CMAE Presenter/Speaker Spider On The Wall Ltd 3rd Floor Montpelier House, 99 Montpelier Road, Brighton, BN1 3BE, UK t. +44 (0) 7939 128 668



Putting your MDP to work with positive action First: Take care of YOU. When on an aircraft you are told that in an emergency put your own mask on first because only then will you be able to help others. This is an emergency. You must be able to function before doing what you can for everyone else, says Bill Sanderson.


ere are 3 key thoughts, all taken from your MDP, that deliver a process and a structure which will enable you to take positive, purposeful steps to manage in these unprecedented times. 1. Stress Management Stress will diminish your resilience and your potential to get through the coming months. Stress less and you will deliver more. Less stress will mean a happier and healthier you. We experience stress when: pressure exceeds the ability to cope. Worry and Fear will build stress. Worry can be defined as “a negative expectation of the unknown”. Here is one of the best coping mechanisms we know. This simple yet powerful, step will reduce both the “negative” and the “unknown”. You do this when you master the principle of Control/No Control. Control/No control 1. Determine what is in your control. E.g. you always choose: Your attitude; what you will do in the next hour; personal goals. 2. Determine what is outside your control. E.g. the economic climate or the response of others (especially via social media) 3. Now go to work on that which you can control. 4. Park and disengage from anything that is outside your control

week period.

follow for the next four weeks. If you can add a daily meditation that will be a real bonus. Outcome: you are in control of a key part of each day that is of clear benefit to you. And you will enjoy the feeling of success when you complete the month having achieved your goals. This is the perfect time to set up your personal health goals for the next four

Example 2. Make yourself more valuable. You will have more time with less to do at your Club. Put that time to work (positive, active, in control) for your career development. Set aside a specific time slot (35 minutes?) every day. Look ahead to see where you can develop expertise, knowledge or skill sets that you might anticipate being in more demand once your Club reopens. You might want to develop IT skills, or learn a language, or understand more about wine, or develop financial awareness. You have the internet, amazon books, Ted Talks, You Tube and of course our amazing CMAE Tribe at your disposal. Be disciplined. Set goals and time slots. Outcome: you are in control of a part of every day that will be of clear benefit to your career and give you greater job satisfaction. You will enjoy the feeling of growing, of developing, of progress, of success.

Work, to whatever degree, on things you can control. You are now creating your future. You have a “positive expectation” of a “known”. Control moves you from being passive and reactive to positive and proactive. It may only be for a short time and cover only one aspect of your life. But it is enough to recalibrate your mind set, reduce stress and contribute to a healthier physical and mental response to the world around you right now. A couple of examples: Example 1. For your personal health set up (positive, active, in control) a diet/exercise programme that you can



COVID-19 – POSITIVE ACTIONS You will enjoy celebrating success when you achieve what you said you would do. You will be less stressed. Because you are in control. 2. The Change Curve All MDP delegates will know the name Kubler Ross and know that right now they are sitting on the famous Change Curve that bears her name. Change is always with us and it is always our choice as to how we react to it. And boy are we going through Change right now. Everything is being challenged. And it is being challenged every day. Now check your notes on Darwin from Managing Change; It is not survival of the strongest but those who react fastest. Agility is the key. And it is agile thinking you need today more than ever. Look at the stages on the Change Curve and start to plan how you will think about then deal with each stage You will find that by helping others manage their way through the Curve, you will become more comfortable with change. Why? Because you can take control of how you choose to see the change. You can take control of the change process. And most importantly you can identify the things you can change and those you cannot. You will reduce worry, minimise stress 3. Strategy for you, and your club No one will be able to resume their life as they knew it before Covid-19. Everything will change. Do not expect a Recession to follow. Because the Recession is already here. The only question is, how long will it last? This means every club like every other business must rethink it’s strategy. Equally, every one of us will need to rethink our personal strategy. The process for both is of course exactly the same. Use this time to rethink and redefine your ambitions and your goals for yourself and your club. Do

not wait for life to get back to normal. There is no normal. Nothing will be as it was before. Almost every aspect of how we live and how we run our clubs, must change. Because the attitude of your members and your colleagues have changed and will continue to change. Begin the process of strategic planning for the new order of things while understanding you have to be at your most creative and most flexible to accommodate the seismic change of the world we live in. But, some things have not changed. Our values are still how we choose to live our lives and run our clubs. The same is true for your members but you must anticipate that their demographics will change. This means you must rethink how to meet their needs, their wants and their priorities while reflecting those values. All the classic strategic thinking and planning tools remain in place. You have to adapt them to a different business model. Start with a two tier strategic plan. First tier thinking, for right here right now Cash flow, reserves, contingency funds are all under threat as traditional revenue streams stop while overheads continue. What options do you have? • While you respect all the safeguards you must put in place for both colleagues and members what options do you have to open up other revenue streams? Be as creative as you can. Research across the Globe for examples and ideas of what other (not just club but hospitality and leisure services) businesses are doing or even just thinking and discussing. • Explore all government or trade body subsidies through every possible business connection. You must have members who belong to Chambers of Trade or other Industry bodies. Use them. Get their contribution for up to the minute advice. • How many channels of communication can you

Now check your notes on Darwin from Managing Change; it is not survival of the strongest but those who react fastest. Agility is the key. And it is agile thinking you need today more than ever.

set up with colleagues, members and the Tribe to explore as creatively as possible options for the immediate as well as short and near future? Second tier strategic thinking • What projects can be anticipated and have the concepts explored and outline planning started now? • Start looking for ways to help members reengage with the Club. Explore any barriers to future membership that have been created by this shut down. • Start to put an outline strategy together that links the short/medium/long term. They must be “in pencil” because to repeat our Darwin quote, it is critical that AgileThinking is maintained as the primary attribute. • This change will challenge an industry as traditional as Club, but new ways of thinking are essential to recover and then prosper despite the unprecedented impact from Covid-19. • Be creative and motivate your team, your members your Network to think without reservation or barrier to start an ideas bank. Use technology to communicate and share because ideas spark ideas. Set a target (100 ways to use the Club House after Covid-19 by Friday midday?) Make it fun and inspirational. Uncertainty, even fear, rules right now. We all want certainty to return. Boards, members, teams all want a positive, professional, inspiring and future focussed manager at the helm to plot their course through this uncharted territory. Be the manager who will deliver a positive and cohesive strategic plan to the Club. You will be welcomed, appreciated and rewarded as you lead the journey back to prosperity and delivery of Club life as your members wish it to be.

CONTACT DETAILS Bill Sanderson, CMAE Presenter e.



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Navigating through difficult times In a time of uncertainty, discomfort, or fear, it is the right time to focus your attention and energies on being responsive to all of the unpredictable situations that lie ahead. It’s a wide-spread crisis; however, when you rise to the occasion, you will realize just how effective and resilient a leader you are, says Laurie Martin.


thletes tell us that muscles get stronger from working against resistance. The same is true for your mind, body, spirit and who you are. Treat this unprecedented challenge as a time to make your greatest progress – as a leader and as a human being. People define themselves by their personal external circumstances. Focus on others when life throws us a curve. People face isolation, loneliness and feel helpless. They continue to believe they need to be who they once were. Go in the opposite direction. Listen inwardly to your beliefs and values. You can become a source of confidence for everyone around you. Employees, members, colleagues, friends and families are frightened. Fear can distance people. As a leader, you can keep your people connected by letting them know you care while taking care of yourself. The mind can become overwhelmed and your body tired which can reduce focus and control. Here are some things to consider during these stressful days: Be a focussed and thoughtful leader • Step back and objectively accessing the overall situation. • Make sure you consider who might be affected, physically or emotionally. Try to see the situation from their perspective. • Let others know you’re all in this together. Ask how you can help them, what their needs are at this time, and what information they need will be helpful. Put their needs first by working collaboratively. • Use all available resources, including tools, systems, personnel and capabilities • Focus and prioritize on what is most important today and what can be done at a later date. • Forget the complaints you may be hearing and focus on your gratitude Communicate clearly, calmly and regularly • Provide regular updates and support about your organization and its people. • Tell them what you’re doing to keep them safe. • Let them know when you expect things to happen, when applicable. • Rather than using words like in the foreseeable future, or we will just have to wait and see, let them know when you will provide the next update. • Offer the good news with the bad news. Include the stats of how many people have recovered, or


• Key point, don’t worry about revenue; focus on creating value – solutions that help eliminate dangers and capture opportunities, and reinforce their strengths. With this focus, revenue will naturally follow. Let’s take a moment for yourself • Reflect on previous situations that were challenging in your career. On a piece of paper draw a line on a piece of paper. On the left side of the start line, write down the year you were born. Then as you go along the line to the right, write the year you had something frightening that happened to you. You may have three to five situations to record. – Who was your support? – What was said that helped? – What was said that didn’t help? – What steps did you take to help you through this time? – How did you take control and got through your situation?

Laurie Martin where the virus seems to be waning. • Send a quote or message of reassurance. • Listen without judgement, not to minimize one’s thoughts and feelings. Take a break from the news • With many people home from work and school, others in self-isolation, and limited shopping and recreation, it’s easy to just sit there and be constantly bombarded with international news and sensational stories of the pandemic. Keep a healthy mind by watching TV or listening to the news in doses • There are maps and 24-hour COVID-19 updates online, on television and on apps. It’s really all there is in the news these days. Yes, knowledge is power and we have to be vigilant to mitigate the spread, but once-a-day updates will give you the information you need. • Fear and anxiety is prevalent, choose mindful thinking in terms of staying strong to get through each day. • You have faced challenges and opportunities. In these times of the unknown, the complexities, confusion and crisis that you are facing, provides you with greater opportunities than ever.

Risk Management and Crisis Education Your club may already have a risk deterrence plan tied in with emergency response. Your leadership is key to making it through times like this. Stay focussed, resililant, stay safe and take control of the situation. You are a mindful leader by including your team when planning new actions and protocols. Your verbal and written communication and action will show your true strength and provide a sense of purposeful leadership during these days of the unknown.

CONTACT DETAILS Laurie Martin is founder of Life Interrupted Inc. She is an innovator with an ability to change the way leaders think both professionally and personally to enhance their lives. Laurie has over 25 years’ experience as an educator, author, risk/crisis deterrence strategist, speaker and mentor. Laurie’s strong dedication is to empower leaders in all areas of life’s interruptions through her successful education and mentorship programs. She connects people which helps to grow the success of leaders and their teams in both business and personal lives.



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In the face of the virus – a tale from Italy Brodie MacDonald, General Manager at Siena’s Royal Golf La Bagnaia, explains the testing journey faced across the whole of Italy, tracing his club’s journey from awareness through to procedural changes and through to its ultimate – and hopefully short-term – closure in the face of Covid-19. How did you first hear about the COVID-19? The first article I read was via social media about one of the first doctors to discover the virus but who faced scrutiny for raising alarm bells. What was the first communication you got about it? The very first communication I received about COVID-19 was from a peer and IMG colleague in Asia, just before Chinese New Year celebrations. The IMG Asia team were sharing the impact they were seeing on business and changes to daily life. What was the initial reactions from the Board/Owners/Members? We were in a slightly fortunate position as our owner has a newspaper company so they were well up to speed on the matter. They took it extremely serious and in terms of positive action they always opted to err on the side of caution for everyone’s welfare. As they also had business interests in the north of Italy we kept in touch every day to stay cur-


rent on the ever evolving situation and to share ideas of control measures and precautions to take. What have you been forced to do? Initially the outbreak in Italy was predominately confined to the northern regions and as Tuscany was not listed as a red zone it was a sense of business as usual while being on high alert. As the cases begun to rise the control measures did too, at times the information was rapid but not consistent as it was dependent on your Clubs location and local Comune. As cases grew and fears descended, we prepared an internal communication to our team regarding the virus, symptoms, what to do and when and issued best hygiene practises. The next club event was due to be a busy 80 player shotgun start, we changed the starting format from a shotgun to limit the volume of people at the club at a giving time. The following week, after warnings not to host large gatherings, we contacted tournament organizers and sponsors for the month a head to postpone their event.

Staff were informed not to shake colleagues or member hands. Locker room control procedures were put in place to minimize usage, duration and amount of people at the same time. Covid-19 signage was placed in prominent areas of the golf club. To respect the 1-meter rule, we amended our shared golf cart policy to single use golf carts. Restaurant restrictions followed, we removed the quantity of tables and chairs in the Restaurant and changed the seating configuration so that no seats were within one meter of another. In the following days we were instructed to close the Restaurant and locker rooms. Group golf lesson and classes were subsequently postponed. Staff wore face mask and latex gloves, hand sanitizer was used frequently. We only allowed one guest in the Golf Shop at a given time, ultimately so many controls were now in place the club was heading to a closure as the business could not operate normally and the risk became greater. This was confirmed following the decree on 9 March that Italy became a nationwide red zone, suspending all leisure activities, avoiding non-essential travel and refrain

Streets in Siena may be empty, but the Italian spirit won’t be broken, says Brodie

from leaving your town of residency. The message was stay at home and self-isolate therefore the Club’s closure decision was essentially decided for us. What implications do you see for the club, for Italian Golf, for yourself and your family? As the current situation is beyond our own control, it’s an extremely frustrating period for many reasons! Most of us have endured a long winter period, the season was just beginning, the weather is nicer, warmer, longer daylight, many nice future bookings filled the tee sheet and hotel. The return of the international market with international guests picking up and Easter holidays were not far away. Last year at La Bagnaia we built up some nice momentum, it’s a shame to lose that after working so hard to achieve. Loss of revenue and cash flow has become a serious cause for concern as no one knows the period of lockdown and the post pandemic fallout. Other concerns are local market confidence, how many reservations cannot be relocated timeline for tourism recovery. Despite having a population over 60 million people, in comparison to other European countries, the volume of courses and golf participation levels, golf in Italy was already a challenge. Although Italy ranks 5th in the world for International tourist arrivals (62million international tourist arrivals per year). I fear the seismic pandemic faced in Italy that was reported worldwide in true dramatic fashion while other European and American countries were yet to encounter such disruption or chaos may prove extremely difficult for the speed of Italy’s tourism recovery. What does your day hold right now, during the lockdown? Most days I work from home however occasionally I do go into the office for various requirements, but the beautiful clubhouse is a quiet and lonely

mask and rubber gloves. Siena would normally be vibrant at this time of year, the narrow streets usually bustling of people, local and foreign but they currently resemble something apocalyptic! An eerie silence. However that doesn’t break the Italian spirit. Often around 9pm at night you will hear joyful and spirited signing from the windows. #iorestoacasa #andratuttobene

place. Today, as we talk, this is day 10 of the lockdown and personally it is already proving challenging as social interaction is non-existent. On the flip side you do gain perspective and appreciation for freedom of movement. Daily routines you take for granted such as a coffee and croissant at a local café to walking round the public park, member interactions, game of golf or enjoying a nice meal out (thankfully I am blessed to have a wife who is an exceptional cook). If you do go out, it is in fear that you are stopped and questioned by the police on your way. It’s imperative to acknowledge that the service people and health workers are doing a fantastic job in horrible times. What is normality these days? Gone are the days of popping into the shop for some groceries, you can queue outside a supermarket for up to 20 – 25 mins waiting your turn to enter the store, avoiding close contact with other patrons, while wearing a face

Any thoughts on the process – what could have been done better? What’s worked really well? While hindsight is a beautiful thing, thankfully until now none of my staff, their families, friends or our members have been directly affected by the virus. The information was ever changing, adaptability was the only course of action. My owner and IMG were fantastic, I took the opportunity to speak with other Club Managers and Professionals around the region to learn what they were doing and implementing. These waters are unchartered but having to deal with such complexities I would have liked quicker and decisive action from our clubs governing body. On the golf course the GCM team are taking the opportunity to complete some special projects that we wouldn’t normally be able to conduct during this month. As this year’s budget is already irrelevant the next task will be to prepare some post lockdown scenarios for the remainder of the year, best case and worst case.

CONTACT DETAILS Brodie MacDonald General Manager, Royal Golf La Bagnaia Strada Statale 223 “Siena - Grosseto” Km 56 53016 - Località Bagnaia, Murlo (SI) Tel. +39 366-6550031



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Recruiting volunteers Constantly reviewing how to recruit club volunteers is a sound practice. In preparation for ‘club life as normal’, this practical list of considerations comes from Volunteering Matters.


olunteers are the lifeblood of many clubs around the UK. But topping up the bank of people you can rely on can be a challenging task. Maybe it’s time to have a rethink? Here goes… 1. What’s your ask? Before you do anything, agree what and who you’re looking for. Create engaging content to simply explain what the role is, why it’s important, when and where it takes place and what someone could get out of it. Anticipate potential anxieties by explaining if travel expenses are covered, if training is provided and what commitment is required. Make sure to use accessible language and avoid jargon. 2. Map the area. This might be stating the obvious, and even if you’ve lived somewhere your whole life, it’s worth sitting down (maybe with a few other people to bounce ideas off) and thinking of all the potential locations, organisations and people you could contact. Start a spreadsheet of contact details (postal and online) for local schools, colleges, universities, local community groups and other potential referring organisations. 3. Who do you already know? Have a think about any local contacts you already have, and how they might be able to help you spread the word. In our case, as a national charity, we had colleagues working on other projects and programmes nearby – we made sure to connect with them and make the most of existing networks. Maybe even ask them to help you put posters up!

4. Talking of colleagues... Make sure you’ve used all your organisation’s communications capacity. Is there a website you can put information on? Are there social media accounts you can get the word out through? Arm your colleagues with great information about the opportunity and they can be ambassadors for you. 5. Go online! There are many free websites that can be effective to promote local volunteering opportunities though:, Gumtree, Charity jobs,,, – try them and test out what works best in your area. 6. Get offline! Libraries, community centres, cafes, volunteer centres are all places you should call (and/or visit) to ask if they could help you by displaying flyers or posters. Tap in to their knowledge and ask them if there’s any local newsletters and mailings lists you should get information to. More stating of the obvious, but if you’re calling somewhere, take the name of the person you’ve spoken to and be sure to send the information for their attention so they know to expect it and what to do with it! 7. Go back to school! Have you any local universities, colleges or schools with 6th forms? This is a bit more specific, but consider if there might be students studying relevant subject areas to your volunteering opportunity. If so – contact departments and course tutors to promote your opportunity. For instance for GOGA in

Bradford we knew that we needed volunteers to help manage and promote events – so we contacted marketing courses and sold it to lecturers as an opportunity for students to gain real life practical experience. Also think about other relevant groups such as careers teams, student volunteering groups and student union societies – they should all be full to the brim with engaged people looking to gain extra experience! 8. Job Centres and careers advisors. For some of our GOGA opportunities we contacted local jobcentres and asked for our information to be added to their ‘District Provision Tool’ – their database of local opportunities for unemployed people looking to get into employment or training. We also contacted other organisations like Connexions and other advice centres for young people that help them get into work or provide advice and guidance. We explained how volunteering could help improve their CV and career prospects. 9. Don’t be scared of local press! Contact them to let them know about the opportunity – and have a think if there’s a hook that might make it interesting. Might there be photo opportunities? Don’t be shy, but also don’t take up their time, keep it short and sweet and they can let you know if it’s something they can help cover. So there you have it – a whistle-stop tour through getting the word out in a local area. More practical information can be found at:






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They’re back! Welcome to the Clubhouse Awards 2020 The Clubhouse Awards were first launched in 2006 to applaud excellence in golf clubs across the UK. Now the Awards are back – and with a vengeance!


he Clubhouse Awards 2020 are now open for entries. From owners and club managers to business development teams and membership managers, these unique Awards underline the significant role that the golf clubs are playing in the UK and Europe. From the big hitters to smaller, communityfocussed clubs, the Awards are hard-fought and much prized and now include a number of International Categories. AND DON’T FORGET THE CLUBHOUSE CLASSIC

Our last tournament hosted 88 golfers from clubs around the country. To be held on the day of the Awards (date to be announced post Covid-19) the Clubhouse Classic is open to all-comers. HOW TO ENTER To nominate a club or enter your own, just email us with your name, job title, club and email address, along with which categories you would like to enter. Categories include • Business Initiative of the Year • Green Club of the Year • Marketing Initiative of the Year • Youth Initiative of the Year • Catering Club of the Year • Community Club of the Year • Refurbishment of the Year • Manager/Secretary of the Year • Steward of the Year • Chef of the Year • Golf Group of the Year • Clubhouse of the Year • Social Media club of the Year • Website of the Year • International Venue of the Year • International Clubhouse of the Year • International Social Media club of the Year • International Website of the Year

CLUB HOUSE Awards ’20

To enter, please email




Hospitality Social Media Awards Social Media – making it count. Are you engaging with your members? Reaching out with advice on Covid-19? Sharing ideas with your CMAE tribe? Social media is immediate, accessible and – literally – at everyone’s finger tips. So now’s the time to throw a spotlight on all that you do. Welcome to the Hospitality Social Media Awards.

he Hospitality Social Media Awards (HoSMA) are the only pan- industry awards designed to celebrate golf clubs, golf resorts and licensed outlets of all types and sizes who are using social media to help engage with their members and broader communities. Clubs of all shapes, types and sizes, along with colleagues from across the Hospitality spectrum, are invited to enter their good news stories on how social media is proving a valuable asset for both the business and members. Want a sense of the event? Head over to HSMAwards for a flavour of last year’s event, happily held at the



House of Commons, London. To see 2019’s finalists then it’s, and don’t forget the twitter handle – What are they again? Just to recap! The Hospitality Social Media Awards celebrate how social media is helping clubs and the hospitality sector as a whole to communicate build their business. Last year saw hundreds of entries from all forms of hospitality imaginable, from golf clubs and tennis clubs to hotels and spas. So whether you’re a prolific tweeter or a facebook aficionado using social media to spread the word, we’re waiting for your entry. See opposite page for how to enter. Good luck!

2019 winners

Club Insure’s Jason Cook (left) presents Leicestershire County Cricket Club with the opening category of the 2019 Hospitality Social Media Awards, Sports Club of the Year.

Golf Club of the Year goes to the impressive Formby Golf Club, presented by Bob Williams (centre), Chief Executive of the Golf Club Managers Association.

BT Sport’s Ed Cracknell (centre) presents worthy winners South Shields FC with the 2019 Football Club of the Year trophy.

Canterbury Rugby Club’s Ian Lloyd (right) collects the Rugby Club of the Year trophy from Club Control’s Chris McNally.


Dransfields’ Trevor Roberts (left) congratulates Northern FC on becoming joint winner of the 2019 Community Club of the Year Award.

To enter online – visit or use this QR code. Alternatively – email with your details and we’ll send you a self-entry form.

Wortley Men’s Club celebrate their joint win of Community Club of the Year, collecting their trophy from Trevor Roberts, Dransfields (centre).



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HQ Building the Business – free UK reader service Is your club set to come out of the Covid-19 crisis in fighting fit shape? With workloads easing up (for all the wrong reasons) is now the time to review that all-important bottom line? We’re here to help with all your purchasing queries. In this issue we focus on energy.

Free EV Car Charging Why should I install Free EV chargers at my organisation? • Lower your club’s carbon footprint and improve your green credentials. • Free or low-cost EV charging is an extremely affordable perk to offer as part of an attractive benefits package for staff. • Run your club’s vehicles in the most cost-effective and environmental way. • Clearly and obviously demonstrate your commitment to climate change. • Create an additional revenue stream by charging for your EV charging services. (T&C’s Apply.)

Tips for Savings There’s no denying that clubs are expensive to run. The Carbon Trust estimates that the annual energy costs for the small businesses exceeded £1.3 billion as of 2018. So if you’re one of these feeling the pinch. Here are a few ways that you can reduce your costs.

“David and the HQ team have been very successful in reducing costs for our members. They specialise in the field of energy management, however, within the company they also are able to reduce costs in other key areas as well. Find the time to have a conversation with David. It will pay dividends!” Dave Edmundson, Chair, Spring North

Lower your heating costs Try to avoid overheating your corridors and offices. You should be aiming for a temperature between 19-21°C. Any higher and it can become uncomfortable for your staff and members. Grants and funding schemes are still available subject to survey, credit and application process, please contact us for more details. Get Smarter with lighting Cut the cost of lighting by installing occupancy and

daylight sensors. Smarter lighting will ensure that your lights are only on when they are required. Take this tip to the next level by replacing your lights with energy-saving equivalents – such as T5 tubes or compact fluorescent or LED lamps. Doing so could reduce your electricity consumption by up to 80% as well as lower wasted heat.

How to contact Us For cost saving reviews for your business, please contact us via +44 (0)1753 272022 or email

Our services include: Energy management & compliance• Office supplies • Telecoms • IT & digital support • Waste management • Fire equipment & maintenance • Boiler & air-conditioning replacement and maintenance • Renewable technologies • Health & Safety • HR • Transaction Handling • Food & Drink • Business insurance • ANPR/Parking facilities • Refurbishment • LED projects




Time to shine Enter the 2020 Club Awards The Club Awards recognise clubs, committees and individuals who work to ensure a healthy future for their clubs, their members and their communities. And this year, they will be more important than ever before.


f you’re a UK club and you haven’t entered the Club Awards yet then now is the time to do so. CMAE clubs have already proved their worth in recent years, with Formby Golf Club, Datchet Sailing Club and Roehampton amongst the glitterati on stage collecting well-deserved Awards. The Club Awards Gala Dinner celebrate clubs across the UK and provides the perfect opportunity to meet up with fellow clubs to share ideas and issues , challenges and solutions which while

having a lot of fun along the way. JOIN THE JOURNEY - WHY ENTER? The Club Awards: • Showcase why the club is highly valued. • Highlight the club’s role in the local community. • Gain coverage in the local press and media. • Encourage new members. • Thank existing members for their support. • Show that the club is spending members’ money

wisely and for their benefit. • Celebrate clubland in all its forms with fellow clubs from across the country. IT COULD BE YOU So, do you think you could be a finalist? Do you have what it takes to beat the best and stand out from the rest? Time to find out. HOW TO ENTER There are four ways to enter the 2019 Awards. 1. Complete the form on the opposite page and one of our judges will give you a call, OR 2. Request a self-entry form, complete it and return it to us via email OR 3. Enter online at OR 4. Just email your details to us at and we'll take it from there. Simple as that!


HOW TO ENTER DEADLINE – JULY 31, 2020 You may enter as many of the categories (listed below) as you wish. You can enter in any of the following ways: BY EMAIL: Email your details, club details and the categories you wish to enter to ONLINE: Visit or use the QR Code at the foot of this page BY POST: Complete the form below and post to Caroline Scoular, Club Awards, 59-60 Thames Street, Windsor, SL3 9JZ


n Bar Manager/Bar Steward of the Year (Q) n Business Initiative of the Year (R) n Catering Club of the Year (U) n Catering Club of the Year – Golf (V) n Charity Club of the Year (W) n Committee of the Year (X) n Community Club of the Year (Y) n Family Club of the Year (AC) n Golf Club of the Year – under £1m turnover (AE) n Golf Club of the Year – over £1m turnover (AF) n Grounds Team of the Year (AG)

n Innovative Club of the Year (AH) n Manager/Secretary of the Year (AI) n Marketing Club of the Year (AJ) n Membership Club of the Year (AK) n Refurbishment Club of the Year (AM) n Social Media Club of the Year (AO) n Sports Club of the Year (AP) n Sports and Social Club of the Year (AQ) n Tennis Club of the Year (AR) n Website of the Year (AU) n King of Clubs (AW)

POSTAL ENTRIES: Complete the form and post to: Caroline Scoular, Club Awards 2020, 59-60 Thames Street, Windsor, Sl3 9JZ Which categories would you like to be considered for? (Please tick as many/few of the above boxes as you wish. The judges may also enter you in other categories which they believe you excel in.) Name:


Job title:





____________________________________________________________ ____________________________________________________________ ______________________________________ Postcode:_____________








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The Hungarians – stepping onto the Pathway Since Tamas Revesz became the president of the Hungarian Club Managers’ Association (HCMA) he has been able to reinvigorate the association, re-engaging members and getting people involved as they were many years ago. Here he explains the journey and the subsequent decision to join the CMAE MDP Pathway.


s of mid-June, 2019 the Hungarian Club Managers’ Association’s (HCMA’S) membership decided to reorganize itself. The decision to become involved with the CMAE was generated by the fact that since 2015 significant changes have happened in the ownerships of Hungary’s golf clubs. The Association’s main goal hasn’t changed, however, providing its members with internationally recognized education, networking, sharing best practices, establishing communication channels and much more. Members of the HCMA returned to the international scene, with CMAE providing HCMA with an Alliance Partner status. Directly after that, a number of people were ready to take up the opportunity provided by CMAE. David Rozsa and Tamas Revesz, members of HCMA, had already started their education journey with participating in the Irish MDP Taster held in the picturesque Portmarnock. Returning to Hungary, word spread fast throughout the association, and soon four of its young members registered for MDP 1 in Manchester. HCMA participated in the CMAE’s annual conference and general assembly at Cascais, Portugal and at the beginning of 2020 the Pathway provided by CMAE has started for Sonja Gschwendtner (Manager of Zala Springs Golf Resort), David Rozsa (Manager of Pannonia Golf & Country Club), Andras Jakobi (Course Manager of Pannonia Golf & Country Club) and Tamas Revesz (General Secretary of the Hungarian MidAm Golf Association). Along the way, the managers took part in an excellent five-day residential education, which covered the 10 core competencies of the contemporary club managers. All four managers intend to continue their journey with MDP2 later in 2020. It is exciting to follow these people on their journey. They are all setting their targets very high and discussions are already on the way to host a MDP in Budapest, Hungary. To be continued…!

CONTACT DETAILS Tamas Revesz, President Hungarian Club Managers’ Association e:


The education was very practical. We could work out issues in groups creatively, which will definitely be useful for the future. David Rozsa, the youngest golf club Manager in Hungary

Left to right: Bill Sanderson, Sonja Gschwendtner, Tamas Revesz, David Rozsa and Andras Jakobi.

The way the education was delivered to us was exceptional. Moreover they were so polite with us and helped out the Hungarian group when cultural or linguistic differences emerged. Tamas Revesz, President, Hungarian Club Managers’ Association




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Club Awards 2020 – your time to shine – page 36


New recruits – CMAE welcomes Hungary to the fold Covid-19 – news and views from CMAE members MDPs – latest updates and forward planning CMAA World Conference – review from a first-timer Young Managers Group – introducing Adam Walsh CCM PGA

To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022

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