CLUBHOUSE EUROPE
ISSUE 30
World Conference,
MDPs – dates for the 2024 diary
Las Vegas
Club Awards 2023 – and the winners are?
Register now
Spotlight on inclusion – solving golf’s diversity challenge
– page 9
Empowering positive change – Club Safety and Compliance
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WELCOME
Welcome
Contributors
“A year of development” David Balden CCM
Craig Cotterill
Sean Ferris
David Foster
As we head towards the end of the year we can look back at what has been a year of development for CMAE.
Debbie Goddard
Cindy Hedmann
Torbjörn Johansson
Michael McCormack
The team have hosted a high number of MDP programmes as well as introducing the new BMI International this year in Washington with plans afoot for 2025. CMAE now also offer Lumina for teams from different Clubs, a great way to see who you really are and how you all fit together to make a difference at your Club.
Hamish MacLean
Caroline Scoular
Nick Sellens
Jill Slingsby
Our Partners have continued to grow thanks to some great work by Craig Cotterill, and it was encouraging to hear that at the recent Partners Lunch in St Andrew’s there was a great deal of enthusiasm for the association and what we do. Our thanks must go to all Partners for their continued support. As ever, and as an association, we like to look forward and next year sees as varied a programme as 2023, with the highlight being the return of European Conference in London during September. Plans are already in place to make this a memorable few days, packed with education and networking opportunities and it is hoped we will have well over 100 club managers in attendance. I would also like to take this opportunity to follow up from the AGM in November when Silvia Serrano and Nial Carroll stepped off the Board having served their full terms. Our thanks go to them for their service at a very important time for us. This also gives us the opportunity to welcome new talent to the Board and I am delighted Nathanael Pietrzak and Chris May have stepped up to join us, both of whom are excellent additions and you can read a little further on them on page 5.
CMAE Board of Directors David Balden CCM david.balden@cmaeurope.org Michael Braidwood CCM CEO@bruntsfieldlinks.co.uk Craig Cotterill craig.cotterill@cmaeurope.org Cristian Fiora CCM fiora@tee-time.it Debbie Goddard debbie.goddard@cmaeurope.org Alberto Iglesias CCM aiglesias@fdlgolf.es Torbjörn Johansson Torbjorn.johansson@cmaeurope.org Michael McCormack CMDip michael.mccormack@cmaeurope.org Christopher May CCM CMay@dubaigolf.com Michael Newland CCM michael@theberkshire.co.uk Debbie Pern CCM admin@deesidegolfclub.com Nathanael Pietrzak CCM nps@ugolf.eu
Editor Caroline Scoular caroline@alchemymedia.co.uk Design David Foster Editorial Nick Sellens Advertising: Sean Ferris sean@alchemymedia.co.uk Circulation Jonathan Hardy Association Manager Debbie Goddard Debbie.Goddard@cmaeurope.org Publisher Clubhouse Europe is published by Alchemy Contract Publishing e.info@alchemycontractpublishing.co.uk t. +44) (0) 1753 272022
To conclude, I would like to wish all Members, their families and your Clubs a happy and successful festive period and we look forward to seeing you and continuing your education into 2024.
David Balden CCM President, Club Managment Association of Europe (CMAE)
ACP Gainsborough House, 59/60 Thames Street, Windsor, Berkshire SL4 1TX United Kingdom t. +44 (0)1753 272022 e.info@alchemycontractpublishing.co.uk www.alchemycontractpublishing.co.uk
CMAE The Club Management 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.
CLUBHOUSE EUROPE 3
Contents 15
5 News round-up Industry news, new Board Members and partnership announcements.
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8 Management Development Programmes Latest news on MDPs. Book your places now.
9 Dates for your diary Details of December 15’s CMAE Leadership Summit, advance notice of September’s European Conference, and registration opens for the 2024 World Conference & Club Business Expo, Las Vegas.
11 Personality Profile Programme Lumina extends reach CMAE is a practitioner of Lumina Learning, provider of innovative psychometrics. And now, the programme is set to expand its reach.
12 Joe Perdue Bursaries now open CMAE’s two Joe Perdue Bursaries are now open for applicants.
15 Club Awards 2023. And the winners are… Sports clubs at the Club Awards proved once again that they’re at the cutting edge of the club sector when it comes to professionalism and insightful management.
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23 The Power of a Growth Mindset
33 Choosing leaders, not just jobs
In the competitive world of golf clubs, success hinges not only on the quality of the facilities but also on the mindset with which the business is approached.
Kopplin Kuebler & Wallace (KK&W) has become a Premier Partnership with the CMAE. Here, the recruiting and consulting firm explores the recruiting world in private clubs, alongside the role of the General Manager.
27 Solving golf’s diversity challenge Golf has yet to persuade the public it is a game for all, finds a new social listening report from Syngenta and Ipsos.
35 CMAE Jobs Notice Board Looking for a new role? Hoping to increase your career opportunities? Here are just some of the posts open as we go to press.
31 Sports – the year ahead A word with Steve Smith, Executive Director, Content, Sky Sports.
39 Empowering positive change Obbi Golf, has announced the release of the Club Safety and Compliance Report 2023. Here they explain the report’s findings.
For more information on any of these articles or to contribute to our next issue, contact Editor Caroline Scoular. e. caroline@alchemymedia.co.uk t. +44 (0)1753 272022 For more information on the CMAE, its events and/or courses contact Debbie Goddard. e. debbie.goddard@cmaeurope.org t. +44 (0) 247 669 2359
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News from the frontline Two new members appointed to CMAE Board Nathanael Pietrzak CCM and Christopher May CCM have been appointed as Board members of the Club Management Association of Europe (CMAE) following their election by the CMAE’s Board of Directors at the association’s AGM, held on 21 November, 2023. Nathanael, who is International Director of UGOLF International in France, said: “I am truly honoured and excited to join the board of the CMAE. The CMAE’s education process has profoundly transformed my perspective on club management, elevating my professional approach and capabilities. This personal and professional growth has inspired me to give back to an organisation that has given so much to me. “Being a part of the CMAE Board is not just an honour; it’s a commitment to the future of our industry. I look forward to working with
Nathanael Pietrzak CCM
Christopher May CCM
the Board to further the CMAE’s impact and to help shape the future of club management in Europe.” Christopher, CEO at Dubai Golf in the UAE, said: “I am delighted and honoured to take up a position on the Board of CMAE. The CMAE educational pathway has been instrumental in changing the development and growth opportunities for aspiring managers and leaders in the Club and hospitality industry. I look forward to further assisting CMAE develop as a leading provider of education and development throughout Europe, the Middle East and Asia. I have been proud to help individuals in the MENA and Asia region to have access to valuable education over the past decade and look forward to growing these opportunities in the future.”
Premier Partnership with Kopplin Kuebler & Wallace CMAE is delighted to announce a Premier Partnership with the leading recruiting and consulting firm, Kopplin Kuebler & Wallace (KK&W). Through this partnership, CMAE members will benefit from KK&W’s expertise in the areas of private club executive search and governance. Commercial Director at CMAE, Craig Cotterill, said: “Staffing and governance present significant challenges for club managers right now, and securing relevant insight and support in these areas through this Premier Partnership with KK&W will prove invaluable.” KK&W’s executive search expertise includes GM/COO, CEO, AGM, Clubhouse Management, F&B, Financial, Golf, Culinary, Agronomy, Racquets, Human Resources, Fitness & Wellness, and Membership/Marketing. In addition to executive search, KK&W is a benchmark in private club governance and operational consulting. “The partnership will see us work closely with Michael Herd, a well-known and respected professional, who has worked within this space for many years. Together our organisations will strive to identify industry needs and deliver solutions through education to better equip club managers across the CMAE family. As an association, we are delighted to welcome Michael and his
Michael Herd, Head of International Search and Consulting, KK&W
esteemed colleagues at KK&W to our growing portfolio of Premier Partners,” said Cotterill. Michael Herd, Head of International Search and Consulting said: “We are honoured to
partner with CMAE and look forward to opportunities to educate on leadership, governance, and best practices. Additionally, we are thrilled for the opportunity to bring our firm’s unmatched process for delivering comprehensive executive search solutions to future candidates and private club clients seeking top-tier professionals for key leadership roles.” •Turn to page 33 for Michael’s insights on ‘Choosing Leaders, Not Just Jobs: The Influence of General Managers in Private Clubs’. • www.kkandw.com
CMAE Leadership Summit Bringing together industry leaders, this virtual summit will explore the challenges, industry trends and differing perspectives of Leadership, one of the CMAE’s 11 core competencies. Friday, 15 December 2023 Online (zoom) - 9.30am to 4.15pm UK Time • See page 9 for full details
European Conference on Club Management The CMAE European Conference on Club Management takes place in London on 2224 September in London. • See page 9 for further details
Coaching and Mentoring qualifications The ILM Level 5 Certificate in Effective Coaching & Mentoring provides club managers and leaders with the knowledge, skills and confidence to introduce coaching and mentoring into your setting, to perform effectively as a coach to support staff and develop a coaching culture. The course is spread across four face-toface days plus three virtual seminars. Course Dates are 12 January, 23 February, 19 April and 17 May and take place at the City of London Club, London, EC2N 1DS. • www.cmaeurope.org/ wp-content/uploads/2023/10/ Colour-accounting-part-1.pdf
Register now for CMAA 2024 World Conference Registration is open for MDP delegates and CMAE Members to the 2024 World Conference and Club Business Expo, taking place on March 4-8 in Las Vegas. Turn to page 9 for full details.
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News from the frontline CMAE clothing partnership The CMAE has announced a partnership with Yumax & Castore, providing CMAE members with access to CMAEbranded and non-branded Castore clothing. Castore specialise in producing premium performance sportswear using advanced engineering and unique technical fabrics. Commercial Director at the CMAE Craig Cotterill said: “As a brand Castore believe that ‘Better Never Stops’ and the CMAE shares that vision as we consistently assess and
evaluate our educational content to consistently deliver a better experience for our members. This important synergy will see the CMAE staff wearing Castore clothing and our MDP delegates and members will have access to branded and non-branded Castore products. We’re excited to be working with Yumax and Castore to deliver a quality experience in everything we do for our members.” •www.yumaxgolf.com
Golf Clubs of the Year 2023 Battling stereotypes and growing the game CMAE’s Clive Cotterill was proud to present the Golf Club of the Year Awards at the 2023 Club Awards event in Leicester. The category was divided between under and over £1million turnover.
And the winners were… Under £1milion turnover – Honiton Golf Club Over £1million turnover – Bush Hill Park Golf Club • Full details on pages 15-18.
Sygenta invited Amy Millward, Molly Moore and Jamie Taylor, three leading teaching professionals on three different continents, to discuss what’s it like to be a female golf coach in a world where 93% of coaches are men, in a roundtable episode of the Syngenta Growing Golf podcast. The trio talked through the challenges and solutions, exploring the omnipresence of stereotypes and shared their thoughts on how the industry can attract more new golfers. They also discussed what’s happening in their respective regions – Dubai, the UK and the US – the importance of mentors and whether the sport is genuinely doing enough to welcome greater diversity. ‘Life as a Female Golf Coach’ is available via Spotify, ApplePodcasts, Google Podcasts and other major streaming platforms. • See page 27 ‘Action required to solve golf’s diversity challenge’.
Roehampton Club wins Tennis Club of the Year at prestigious Club Awards Marc Newey CCE FCIMSPA, Chief Executive at Roehampton Club, was presented with Tennis Club of the Year at the 31st Club Awards which took place on 22 November in Leicester. Full details on pages 15-20.
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Jamie Taylor (left), Amy Millward (top right) and Molly Moore (bottom right)
Colour Accounting returns to CMAE CMAE is to host both Colour Accounting part 1 and part 2 workshops in early 2024 Colour Accounting is designed to deliver real financial literacy quickly and effectively by approaching the subject visually. Accounting and finance often feel confusing because people can’t see how the numbers work, and they don’t understand the language. Colour Accounting fixes this by approaching the subject visually. The first workshop explores the fundamentals of accounting using our visual approach. This follow on workshop will build on these fundamentals to give you more confidence to work with your accounts and to discuss financial information with your stakeholders. This unique, visual framework uses simple concepts to explain the mechanics of accounting and the structure of financial information. The language of accounting is then brought to life with logical and intuitive examples. •https://www.cmaeurope.org/education/ online-education
COLOUR ACCOUNTING – PART 1 Date: 30 Jan – 01 Feb 2024 Time: 9.30-12.30 GMT Where: Online Education Credits: 9 COLOUR ACCOUNTING – PART 2 Date: 19th-21st March 2024 Time: 9.30-12.30 GMT Where: Online Education Credits: 9
Dubai Creek to host inaugural DP World Tour Dubai Creek Golf and Yacht Club is set to open the DP World’s International Swing in 2024 with the announcement of an all-new event – the Dubai Invitational. Taking place in mid-January, the Dubai Invitational forms part of a new-look DP World Tour schedule for 2023/24, which further emphasises the strength of golf on offer in the UAE. Dubai Golf and Viya Golf venues will now host a total of four events throughout the season, with the Dubai Invitational and Hero Dubai Desert Classic at Emirates Golf Club also taking place in January. The Abu Dhabi Championship at Yas Links has been elevated from its previous early-season position, to now form the first of a two-part playoff series in November that culminates with the DP World Tour Championship at Jumeirah Golf Estates. Former General Manager of the club, newly appointed CMAE Board Member and Dubai Golf CEO Christopher May CCM, said: “We’re absolutely delighted to be welcoming the DP World Tour back to Dubai Creek in January. It’s a venue that has great heritage with professional golf, having previously been the host venue for the Dubai Desert Classic, and will be an incredible asset to the new tour schedule with a finishing stretch of holes that rivals almost any in the world. “This addition also highlights the amazing quality of golf
on offer here in the UAE and, in particular, within the Dubai Golf group. We now have four courses, hosting four fantastic events in what is set to be an incredibly strong season for the DP World Tour. The Abu Dhabi Championship at Yas Links was already one of the most popular stops on tour, but that event has gone from strength to strength and will now hold even greater significance as part of the new end of season playoff series.” Prior to the introduction of the Dubai Invitational, Dubai Creek Golf and Yacht Club was the two-time host of the Dubai Desert Classic – one of the DP World Tour’s most revered and long-standing events. In 1999, Englishman, David Howell, lifted the trophy, while in 2000, Jose Coceres came out on top, beating former Ryder Cup player and captain, Paul McGinley, by two strokes.
The Dubai Invitational at Dubai Creek will kick off the new International Swing on the DP World Tour, on January 11th. The following week, on January 18th, the Hero Dubai Desert Classic at Emirates Golf Club gets under way – the first Rolex Series event of the season. As the season continues towards its conclusion, the leading 70 players will earn a spot in the Abu Dhabi Championship at Yas Links, the first part of the new playoff series, which will conclude with the top-50 battling it out at Jumeirah Golf Estates for the DP World Tour Championship. Dubai Creek Golf and Yacht Club, with its iconic sailshaped clubhouse, sits within the Dubai Creek Resort alongside the luxurious Park Hyatt Dubai. The Riviera-style resort is located in the north of the city, close to Dubai International Airport, along the bank of a tranquil creek that creates cityscape views. The club features an 18-hole championship course, in addition to a 9-hole par-3 course, a golf academy, six restaurants and bars, a gymnasium, tropical swimming pool, and a 121-berth marina. Dubai Creek Golf and Yacht Club has a prestigious history, as Dubai’s second oldest golf course. This year, the club is celebrating its 30th anniversary. May has been instrumental in working with the CMAE since 2019 to host three MDP courses across one week at Dubai Creek Golf & Yacht Club. (See page 8 for latest courses in Dubai.) CLUBHOUSE EUROPE 7
MDP NEWS
Management Development Programmes The CMAE’s Management Development Programme (MDP) is the leading education programme for club industry professionals and provides the pathway to the european Club Management Diploma (CMDip) and the global Certified Club Manager (CCM) certifications. The CMAE MDP is a series of courses focused on the core competencies of club management designed not only for those working as club general managers, club
secretaries and in other senior positions at sports, city and business clubs today, but also for those who aspire to these roles in the future.
MDPs COMING UP – JANUARY, 2024 - MAY, 2024 Watch out for new MDPs coming up. (Information correct at time of going to press) Full details available on CMAE’s website. (See ‘Get Involved’ for links and contact details.) JANUARY MDP 2 – Spanish 15-19 January, Seville The Part 2 course builds on the foundations of Part 1 to focus on strategic and business planning, performance and service standards, and the professional and communicative skills to develop every aspect of both the individual’s performance and that of their club. At the end of Part 2 there is an optional examination to attain the CMAE Diploma in Club Management. (Conducted in Spanish.) MDP 3 22-26 January, Budapest MPD 3 Strategy and Leadership is aimed at those managers who wish to learn how to enhance their management style and tap into their leadership potential in order to operate the club as a business.
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FEBRUARY MDP 1 5-9 February, Manchester Part 1 is a week long course targeted in particular towards those managers who are either new to a post, recently appointed or simply want to enhance their knowledge so that they may better serve their club committee, owners and members. At the end of the week, those taking the course will have an excel- lent grasp of the basics in every area of club business, and will have established a valuable network of support for their career in this industry.
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APRIL MDP F&B 15-19 April, Montreux Designed to develop Food & Beverage knowledge. The tools will be provided to manage and raise standards in front of house operations, con-trolling costs, driving sales and to be able to work closer to their team to achieve better results. This programme is applicable to Clubs with all levels of turnover and those working with contract caterers. Highly relevant to all club managers, it provides an insight into the delivery of food and beverage services within successful clubhouse operations. Delegates will study trends in menu and service delivery, as well as evolving legal requirements. Particular attention will be paid to the creation of successful, unique or themed events and how best to plan their marketing. The course will also enable managers to create and deliver appropriate
MDP 2 – Club Operations 12-16 February, Edinburgh Details as per 15-19 January, Seville. MARCH World Conference 4-8 March, Las Vegas (See opposite page.)
MAY MDP 1 – Club Operations 13-17 May, Abu Dhabi, UAE Details as per 5-9 February, Manchester. MDP 2 – Building & Managing the Club Team 13-17 May, Abu Dhabi, UAE Details as per 15-19 January, Seville. MDP Sport & Recreation Management 13-17 May, Abu Dhabi, UAE This course is aimed at Managers who wants to have a wider view of sports, fitness, recreation and wellness operations. By attending this course, delegates will experience all parts of the club world when it comes to these elements. The course will cover a lot of areas within racket sports, aquatics and junior programming as well as recreational sports but also listen to the trends within wellness and fitness. Delegates will have a thorough understanding of the history, evolution and future trends of the wellness in clubs, to make better decision for the future for their clubs and committees.
GET INVOLVED To register your interest or for any queries, contact Debbie Goddard on debbie.goddard@cmaeurope.org. Full details are available at cmaeurope.org/ mdp-courses/or use this QR Code.
MDP 1 – Club Operations 11-15 March, Setubal, Portugal Details as per 5-9 February, Manchester.
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training sessions for clubhouse staff, to ensure that service excellence is the norm at their club.
*On courses that are full, there is always a waiting list.
CMAE Leadership Summit to take place on 15 December – book now Friday, 15 December 2023 Online (Zoom) – 9.30am to 4.15pm UK Time Bringing together industry leaders, this virtual summit will explore the challenges, industry trends and differing perspectives of Leadership, one of the CMAE’s 11 core competencies. This unique event will host the latest cutting edge principles provided by the brightest minds from various high performing organisations globally. • Summit Fee £100 with extra delegate from the same club at £50 per person. • Limited to 45 delegates. Ciara Aspinall, MBA Ciara is a Genos Emotional Intelligence Practitioner, Insights Discovery Licenced Practitioner, Investors in People Practitioner and holds a Level 7 qualification in Strategic Coaching and Mentoring. She provides
SAVE THE DATE!
clients with energy, focus and added value at a level of excellence and enhanced workplace communications.
Agenda 9.30 – 10.00 – Welcome and Summit Overview Torbjorn Johansson & Michael McCormack
Dr Hilary Cooke Hilary is a PhD, FIH, MI and author, and leads Merlin Business Consultancy – wellknown for expertly crafting elegant development for people and the culture in the workplace, leading to achieving the results and relationships being sought.
10.00 – 11.45 – Leading with emotional intelligence Ciara Aspinall, MBA
Alison Townson, FCIPD Alison has founded and leads Leadership Generation. She has a wealth of experience in the fields of organisational development, talent and executive development, leadership development, learning and development, change management and business coaching for high performance.
11.45 – 12.45 – BREAK 12.45 – 14.15 – Change management – How to successfully bring people with you through transition Alison Townson, FCIPD 14.15 – 14.30 – BREAK 14.30 – 16.00 – Leadership and Culture – Best ways to engage various employees, such as gen X, millennial etc Dr Hilary Cooke 16.00 – 16.15 – Closing Remarks & Q&A Torbjorn Johansson
• Contact us at office@cmaeurope.org
Mandalay Bay Resort, Las Vegas
22-24 September 2024, London The 2024 CMAE European Conference on Club Management takes place on 22-24 September in the heart of the UK’s Capital City. London looks forward to welcoming the CMAE family for the ultimate education and networking experience, so be sure to get the date in the diary. Updates will appear on the CMAE website at this link and we’ll be sharing more information via all the usual channels – so keep your eyes and ears open!
World Conference March 4-8, Las Vegas Registration is open for MDP delegates and CMAE Members to the 2024 World Conference & Club Business Expo. All MDP delegates should have received an email by now with details on registration. If by any chance your invitation has gone astray, please let us know (office@cmaeurope.org). Attendance to World conference is mandatory to any European manager who wishes to sit the Certified Club Manager Exam (CCM). Registration for the World Conference is complimentary for anyone who has attended a CMAE MDP in the last two
years (unless they used their free pass earlier). Anyone who has not attended an MDP course in the last two years but still wishes to go to the World Conference can do so at the regular rate. Certified Club Managers are entitled to one complimentary place at the World Conference every five years. Those who wish to register as a non-MDP delegate, visit www.cmaa.org. The CMAA has this to say about why you should be there: “As a club management professional, there are many people relying on your success, and you deliver day in and day out—making sure members are satis-
fied, staff is engaged, and your facilities are up to date. Continue to be the leader your club needs by keeping your skills sharp and your industry knowledge current at the only event focused on the business of running a club. “The CMAA’s World Conference and Club Business Expo is the industry’s largest gathering of club management professionals, immersing you in five days of educational programming specifically engineered for your challenges.” • Any questions? Contact us at office@cmaeurope.org
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SAVE THE DATE!
European Conference on Club Management London 22-24, September 2024 More details to be released shortly at www.cmaeurope.org
CMAE TRAINING
Personality profile programme Lumina extends its reach CMAE is a proud practitioner of Lumina Learning, a world-leading provider of innovative psychometrics. And now, the programme is set to expand its reach, available to both individuals and teams in the Club world. CMAE’s CEO Torbjorn “Toby” Johansson, part of the global network of Lumina practitioners, explains.
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or anyone who has done MDP2, you will have enjoyed the Lumina Spark session where you get a portrait about yourself. Very revealing and often a bit mind blowing for delegates. Then, when you go onto MDP3 Strategy & Leadership, you are faced with Lumina Leader, where we look at how you lead. On top of these two tools comes Lumina Team, where you can look at how a management team and/or all employees at the club interact and communicate on a daily basis, and also how you act together when stressed. All of these tools are now available for people for whom MDP might not be an option. It is also for those of you who have done MDPs and now want to dive deeper into Lumina. Perhaps you’re keen to raise the self-awareness of your own people and your own culture? We have a team of people standing by, ready to
come to your club to undertake the training. So do get in touch to talk it through. Or contact me by email at torbjorn.johansson@cmaeurope.org
MORE INFORMATION ABOUT LUMINA Lumina Learning combines cutting-edge technology with years of research into personality and performance to help people to figure out who they are, raise their selfawareness and accelerate you and your team’s personal growth and transform your organisation. The extraordinary success of Lumina’s personality development coaching within the MDP, is behind The CMAE’s decision to make it internationally available. • Lumina is a world-leading provider of psychometrics which brings self-awareness to your personality and leadership style. It is consistently the top rated topic on the Management Development Programme. • CMAE is the international leader in delivering the highest level of education to Club Managers. • Combined, Lumina and CMAE deliver a unique, easily accessible, resource to every Club Manager. The full suite of Lumina profiling is now to be delivered by CMAE for both individuals and teams online or in a club environment.
Equips you to cope better under pressure.
Shows how to lead with confidence and authenticity.
“I have been extremely fortunate to have participated on two Lumina sessions with Toby Johansson. The sessions were extremely insightful and accurate and also such a positive experience. I say this as after these sessions I have been able to spend time self-reflecting and look at ways of continually improving on areas I am strong in, however also looking at ways I can improve and grow in other aspects of my day to day challenges.” IAIN RUSSELL, CLUB MANAGER, EAST RENFREWSHIRE GOLF CLUB
Delivers motivated people working in high performing teams which get better results.
Is the perfect provider to focus this resource directly and specifically to the demands of Club Management CONTACT DETAILS CEO Torbjörn “Toby” Johansson, a trained practitioner in Lumina. e.torbjorn.johansson@cmaeurope.org CMAE Office e. office@cmaeurope.org More details at www.cmaeurope.org
“Lumina Spark provided me with insights into my own personality, uncovering areas of my identity that I had previously overlooked. The assessment delved into my preferences, behaviours and communication styles, allowing me to better understand how I perceive the world and how others perceive me. “This type of self-awareness, when put into practice, can be invaluable when interacting with colleagues and it outlines the importance of adapting my approach and communication methods in various situations.” JEFF FALLON, GENERAL MANAGER, THE ROYAL DUBLIN GOLF CLUB
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BURSARIES
Joe Perdue Bursaries now open The CMAE’s two Joe Perdue Bursaries will be awarded to cover the costs of attending the CMAA World Conference in Las Vegas on 4-8 March 2024 and to attend MDP 3 Strategy and Leadership in either 2024 or 2025.
T
he two Joe Perdue Bursaries are open to all members of CMAE, Affiliated Organisations and Alliance Partners. (See boxed copy on how to apply.) The closing date for applications is January 4, 2024 All applications will be reviewed by the Board of the European Club Education Foundation (ECEF), and the winners will be announced in January. Applicants should have ideally completed the Club Management Diploma (CMDip) by passing MDP 1 and 2. About Joe Perdue CMAA’s Academic Advisor Joe Perdue, CCM CHE, the club industry’s leading hospitality educator, died in Atlanta, GA, in 2015 on January 19 after a long illness. He was only 64. The CMAE wanted to devise a permanent memorial to Joe and decided to do this by offering an annual award, the Joe Perdue Bursary – now expanded to Bursaries. To do this, funds are raised each year, and everyone reading this is invited to support Joe Perdue Bursaries through donations, showing their understanding of the role Joe played in Europe and the gifting of the MDP pathway and European CCM examination. All donations are held in a special restricted fund by the European Club European Foundation (ECEF). The award is made each year by a panel of three judges. The ECEF was formed for charitable and educa-
Application for Joe Perdue Bursary
Joe Perdue Bursaries Closing date for applications is January 4, 2024 tional purposes to promote intellectual excellence in the field of club management. (Full details on the ECEF available at https://www.euroclubfoundation.com)
The application process for the Joe Perdue Bursary is subject to these guidelines: 1. Nominees must be a member of CMAE or one of CMAE’s regions or Affiliate Organisations 2. The completed application form must be sent to CMAE Association Manager, Debbie Goddard, for verification of the nominee(s) membership credentials. 3. Once verified, the original application forms will be forwarded to the European Club Education Foundation (ECEF) Award Panel to meet, consider all verified applications and decide upon the most worthy recipient. 4. The closing date is 4th January 2024. 5. Incomplete application forms will not be accepted. 6. The review panel will announce its decision by 15th January and its decision shall be final. 7. All applicants will be informed of the decision of the review panel. 8. The successful nominees will be required to attend either CMAA’s 2024 World Conference or the MDP Strategy and Leadership Course and passing the course test. They will each be asked to write a 500-word report on their experience within 30 days of attending World Conference or completing the MDP course. • To apply, use this link – https://www.cmaeurope.org/bursaries/joeperdue-bursary/ Pictured: Orlando’s 2023 World Conference. More details on the 2024 event can be found on page 9 in this issue.
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Data-Driven Leadership Begins Here... Club Benchmarking delivers fact-based, actionable insight through a suite of business intelligence tools and services built specifically for private clubs. We believe that when club leaders elevate fact over opinion, the result is healthier clubs, more empowered general managers and boards that are properly equipped to focus on strategic issues. Everything we do is grounded in data and research and we serve the full spectrum of club industry stakeholders; club staff, general managers, boards, committees, members, owners and industry constituents including associations. Financial & Operational Benchmarking COMPASS Comprehensive Asset Management Member Motivation, Attachment & Loyalty Benchmarking Employee Engagement Benchmarking Compensation & Benefits Benchmarking Strategic Governance Advisory Services
www.clubbenchmarking.eu
CLUB AWARDS
Club Awards 2023 The prestigious Club Awards returned for the second year running to the vibrant Art Deco Athena in Leicester – an iconic venue for an iconic event – and the perfect setting for the club industry to come together to celebrate the very best in clubs of all types and sizes.
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rom the Drinks Reception to the Post Awards Party, the Club Awards provide a unique opportunity to meet, greet and mingle with colleagues from across the club spectrum – from golf clubs and tennis clubs to rugby clubs and social clubs. The following pages applaud all entrants, finalists and winners, as we head back to November 2023 and the 31st Club Awards. Enjoy this rewind, designed for those who couldn’t be there, applause for those who were, and a notification to clubs of all types and sizes that entry to the Club Awards 2024 will open soon.
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CLUB AWARDS 2023
And the winners are... Sports clubs proved once again that they’re at the cutting edge of Clubland when it comes to professionalism, excellent management, commitment, membership engagement and – for many – playing a key role within their communities. And the winners looked like this… TENNIS CLUB OF THE YEAR Winner – Roehampton Club, London Roehampton Club boasts 2,500 tennis-playing members and 450 Juniors, winning Surrey and National titles in numerous age groups, from Under 8 up to Under 16. Its superb grass courts continue to be used by Wimbledon stars, practising pre the Queens and Wimbledon Championships. And in fact, two of its Junior stars reached the final of the Junior Girls Doubles at Wimbledon, losing narrowly. Congratulations went to the club’s Chief Executive and Director Marc Newey CCE FCIMSPA. Marc is a former CMAE President and on the Board of Directors of the European Club Education Foundation. The judges were impressed at the investment in resurfacing four of the club’s 28 courts, creating four more clay courts to ensure members can continue to play on all the Grand Slam surfaces – clay, acrylic and grass. Another seasonal Airhall has also been installed, so there are now 10 indoor courts as well. The club also has two padel courts which are running at 85% occupancy from 8am to 9pm each day. “Padel tennis is the fastest growing sport in Europe,” said Marc. “We have a regular 600 members being taught, playing socially and competitively internally as well as for the club in national competitions.” Pickleball, the fastest growing sport in the USA, is catching on fast here, said Marc: “We now have a reg-
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Marc Newey CCE FCIMSPA, Chief Executive at Roehampton Club, was presented with his award by TNT Sports’ guest presenter for the night, Ex-England Goalkeeper Peter Shilton.
ular 60 players on Thursdays and Fridays. We tape the court lines on indoor tennis courts to generate interest for the sport. Our coach is the European Champion, so members are receiving expert tuition!”
FOOTBALL CLUB OF THE YEAR Winner: South Shields Football Club South Shields Football Club won promotion to the National League North (the sixth tier) for the first time in April 2023, by winning the Northern Premier League title. It appeared live on BBC One’s Match of the Day in the first round of the FA Cup and opened a new stand with 15 corporate hospitality boxes. It has also been featured on social media account, The Padded Seat, securing more interactions than Premier League clubs.
COMMUNITY FOOTBALL CLUB OF THE YEAR Winners: Kings Lynn Football Club and Solihull Moors Football Club Kings Lynn FC: The Kings Lynn Town FC Foundation set up Linnets In The Community to engage with local people to make a genuine impact on their lives, from promoting inclusive sporting opportunities and after school clubs, to walking football and acting as a ‘hot spot’ during Winter. Solihull Moors: The Solihull Moors Foundation works to support the disadvantaged in the local community, helping them to take part in regular sporting and social activity, to gain skills and confidence, and to improve their physical and mental health as well as their overall wellbeing.
GOLF CLUB OF THE YEAR Winners: In the over £1m turnover category: Bush Hill Park Golf Club In the under £1m category: Honiton Golf Club Bush Hill, a previous winner of the category, impressed the judges with its excellence. It has also won Trip Advisor’s Travellers Choice Award and is rated in the top 10% of venues listed on trip advisor. Honiton Golf Club was applauded for it determination to promote golf to a younger audience as well as its local community, focussing particularly on women, working alongside England Golf’s initiatives.
CMAE’s Craig Cotterill (5th from the right) was the proud presenter of Golf Club of the Year
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CLUB AWARDS 2023 CRICKET CLUB OF THE YEAR Winner : Great Brickhill Cricket Club Congratulations went to Lee Roff and his team at Great Brickhill Cricket Club. A flourishing cricket club with successful senior sides and a growing junior section, the club boasts good business throughout the week from social members, busy weekends during the cricket season and social events held throughout the year, including Brickfest, an all-day Summer music festival which attracts over 1,000 people.
SPORTS & SOCIAL CLUB Winners: Tattenhall Recreational Club and The Wolversdene Club Tattenhall was recognised as being an outstanding club with incredible sports facilities and a great social programme, while Wolversdene was applauded for being selected as home to both Andover Hockey Club and the Hampshire Football Youth Association, amongst others.
RUGBY CLUB OF THE YEAR Winner: Canterbury Rugby Football Club Canterbury RFC’s strong sense of rugby-for- all was clearly demonstrated in the progression paths from the vibrant boys and girls mini and youth sections, right through to the highly competitive senior men and women’s teams.
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COMMUNITY RUGBY CLUBS OF THE YEAR Winners: Cheltenham Tigers Rugby Club and Old Leamingtonians Rugby Football Club Cheltenham Tigers Rugby Club embraces the community above and beyond purely rugby, all with the aim of getting people out and active. Its re-laying of the floodlit Multi Use Playing Area has been pivotal here, and Netball, Tennis, Basketball plus Walking Football are all part of the local offering. Old Leamingtonians RFC was recognised as truly a rugby club at the heart of its community with teams for everyone, regardless of gender, age or ability, from mixed ability teams to contact teams, tag for mixed gender and Walking Rugby for those struggling with fitness but want to play the sport they love.
DIVERSITY & INCLUSION CLUB OF THE YEAR Winner : East London RFC Sports clubs across the board demonstrated how they are stretching themselves to become truly inclusive, embracing members from across the UK’s broad spectrum of people and ensuring that club culture is relevant to a modern audience. One great example of true inclusivity from East London RFC is the story of Alix Fitzgerald who joined the women’s Vixens team as a transgender player: “There were women there bigger, smaller and faster than her. Nobody cared. She was just another woman trying to play rugby. She was welcomed. She now ensures everyone who walks through the club doors, feel the same.”
BOWLS CLUB OF THE YEAR Winners: Packhorse Bowling & Social Club and Penn Bowling & Social Club Packhorse and Penn were welcomed on stage amidst conversations on how much impetus there now is in the world if bowls. These two clubs were seen as helping to demonstrate the fantastic opportunities being created for people of all ages and all abilities to become part of the bowls community.
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CLUB AWARDS
From the welcome drinks reception, through to dinner, the Awards presentations and the West End entertainment from the Phoenix Arts Club, plaudits for the Club Awards continue. Details of 2024 will be tweeted and posted on clubawards.co.uk, and all CMAE members and clubs are invited to enter.
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Preferential rates for CIU members, quote CLUB23
MANAGING MINDSETS
The power of a growth mindset in the golf club business In the competitive world of golf clubs, success hinges not only on the quality of the facilities but also on the mindset with which the business is approached. Damien Connolly explains.
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here are two predominant mindsets in the world of golf, the fixed mindset and the growth mindset, which shape the attitudes and strategies employed by golf club committee members and managers. Unfortunately, many golf clubs tend to fall into the “fixed mindset” category, repeating the same practices year after year, as it’s often easier to look backwards than to project forward. While the fixed mindset limits progress and stagnates growth, the growth mindset fosters innovation, member satisfaction, and long-term revenue generation. This article explores the definitions of these mindsets and highlights the undeniable benefits of adopting a growth-focused approach in the golf club business. Understanding the Mindsets The fixed mindset is characterised by a belief that abilities and talents are fixed traits, unchangeable and predetermined. Individuals and clubs with a fixed mindset tend to avoid challenges, shy away from risks, and view failure as an indication of inherent limitations. Unfortunately, this fixed mindset is prevalent in many golf clubs, where tradition and the status quo often take precedence over innovation and progress. On the other hand, a growth mindset within a golf club is rooted in the belief that the club’s capabilities can be enhanced through dedicated efforts and a commitment to continuous improvement. Clubs with a growth mindset willingly take on challenges, persevere in the wake of setbacks, and view their past mistakes as valuable lessons to inform their future decisions. This perspective is not centred on cost-cutting but rather on income generation and expanding the club’s potential. Benefits of a Growth Mindset in Golf Clubs 1. Encourages Continuous Improvement Golf clubs that foster a growth mindset are dedicated to continuously improving their offerings. They invest in staff training, course enhancements, and technology upgrades to enhance the overall member experience. This commitment to growth translates into better facilities, superior services, and, ultimately, increased member satisfaction and retention. 2. Drives Innovation A growth mindset encourages golf club committees and managers to think outside the box and seek innovative solutions to industry challenges. By embracing new technologies, creative marketing
strategies, and unique event formats, growthfocused clubs set themselves apart from their competitors. These innovations attract new members, capture market share, and position the club as a leader in the industry. 3. Cultivates a Positive Culture In a growth-focused golf club, the mindset permeates the organisational culture. Employees are empowered to take ownership of their development, seek opportunities for growth, and collaborate in a supportive environment. This positive culture fosters creativity, teamwork, and a shared commitment to achieving collective success. 4. Enhances Member Engagement and Retention A growth mindset club recognises the importance of member satisfaction and engagement. They actively seek feedback, listen to member suggestions, and adapt their services accordingly. By fostering a sense of belonging and providing value-added experiences, growth-focused clubs create a loyal membership base that not only stays with them but also becomes advocates, attracting new members through positive word-of-mouth. 5. Ensures Long-term Revenue Generation While short-term financial gains are important, a growth mindset focuses on sustainable, long-term revenue generation. By investing in member acqui-
sition strategies, optimising pricing models, and offering attractive membership benefits, growthfocused clubs ensure a steady stream of income. Moreover, the positive reputation and member loyalty generated through a growth mindset approach lead to increased revenue through repeat business, referrals, and premium pricing. In the competitive world of golf clubs, the choice between a fixed mindset and a growth mindset can make all the difference. While it’s unfortunate that many golf clubs tend to fall into the “fixed mindset” trap, repeating the same practices year after year, it’s crucial to recognise the limitations of this approach. By embracing a growth-focused mindset, golf clubs can unlock their full potential, create exceptional member experiences and drive sustainable revenue growth. The benefits of a growth mindset, such as continuous improvement, innovation, positive culture, member engagement, and long-term financial success, cannot be overstated. So, let’s break free from the fixed mindset, look forward, and shape a thriving future for golf clubs and their members.
CONTACT DETAILS Damien Connolly e. damien@mygolfgroup.ie t. +353 (0)87 248 4862 www.mygolfgroup.ie
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DECISION MAKING
The myth of data-driven decision making Even before the current era of information overload, the mantra of ‘data-driven decision making’ has been a buzzword within club committees. The apparent allure of using data to steer decisions is undeniable, promising objectivity and precision. However, the reality often falls short of the myth, particularly within the human-centric realm of club committees. David Roy CCM explains. The Illusion of Objectivity One of the key myths surrounding data-driven decision making in club committees is the assumption of complete objectivity. While data provides valuable insights, it is essential to acknowledge that the collection and interpretation of data are inherently subjective processes. Club committees, comprised of individuals with diverse perspectives, will inject bias into the data analysis, leading to decisions that reflect individual or group preferences rather than an objective truth. The Andy Pipkin Scenario – “I want that one…” At some point club managers will have to adopt the persona of the David Walliams character ‘Lou the Carer’ to the Matt Lucas character ‘Andy Pipkin’ (see link below for example*), patiently explaining the pitfalls of the latest initiative in cold, rational logic. The adoption of hard data in these circumstances can help but melts when confronted with Andy Pipkin’s persistence. And in any case, clubs essentially operate on what members want, rather than what they need and are often no worse for it. Quantifying member satisfaction is not a straightforward task, as different members may value different aspects of club activities. The member who adopts their inner Andy Pipkin, having lost the rational argument will often end a debate using a variety of phrases such as “I just feel…”, or “the members tell me…” and “It’s not all about numbers…”. The Wrong Metrics While metrics are valuable tools for assessing performance and progress, the myth of data-driven decision making lies in the assumption that all data is good data. In reality, the wrong metrics can lead to “analysis paralysis,” where committee members drown in an ocean of data without a clear understanding of which metrics truly matter. Striking a Balance – the Beauty of Benchmarking Club committees should aim for a balanced approach that combines data insights with human *Example at: https://www.youtube.com/watch?v=NamkLstWOrw
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At some point club managers will have to adopt the persona of ‘Lou the Carer’, patiently explaining the pitfalls of the latest initiative in cold, rational logic.
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intuition. Incorporating qualitative data, such as member feedback and anecdotal observations can provide a more holistic understanding of the club’s dynamics. In this respect, benchmarking provides a vital role, measuring club performance with the most appropriate peer group. Comparative data builds in the influence of Andy Pipkin’s of other clubs and provides a more useful aid to decision making than trawling through the previous year’s accounts, epos reports and membership numbers. What Would Lou Say? “Oh alright then.” While data-driven decision making has its merits, it’s essential to dispel the myth that data alone can guide club committees to success. The human factor and emotional intelligence are equally vital components of effective decision making. By navigating the delicate balance between benchmarked data and human intuition, a club manager can foster a dynamic and resilient environment that propels their committee forward. And remember, it’s your job to keep pushing the wheelchair – even though you know that Andy can walk.
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Golf & Social Media: Diversity Solutions
Despite e昀orts from clubs and associations to attract more non-white players, golfers of color are underrepresented at every level from the professional game to grassroots where, since the pandemic, only 5% of new players in the UK* are non-white. In June 2020, when a group of American white supremacists carrying golf clubs raided a Black Lives Matter march, it prompted many to draw parallels between golf clubs and racial oppression. (Our analysis found discrimination issues are more prevalent in the US than in the UK.)
Golf & Social Media: Diversity
Expert Analysis
Insights, Analysis & Solutions Social listening data provided by Ipsos
“The fact is that golf is still highly associated with wealthy white men. Although we saw little discrimination online, the lack of representation in the game doesn’t make minorities feel welcome. “Remarkably, 2% of all mentions in our sample related to Donald Trump and Republicans playing golf. This association does not help dispel the notion that it is a sport for older white males, disconnected with the rest of society. “Golf recognizes that it has an image problem, but its e昀orts to change are clearly not getting to the right audience. There is a disconnect. “It’s a vicious circle: people from minorities do not feel welcome so don’t play. Outsiders look in and see few minorities playing, and so it continues.”
Claire Martin Ipsos Social Intelligence Researcher
The image of golf, as a symbol of privilege, associated with the likes of Donald Trump, is a barrier to minorities who either don’t see themselves as playing or will avoid the sport to remain true to their roots and community. Diversity issues are often pointed out by the media and, occasionally, leading golf professionals – but many club golfers will express their annoyance and dismiss or denounce the topic of diversity as virtue signaling and political correctness.
*Source: Post Covid Opportunity, R&A (2021)
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Golf & Social Media: Diversity
Golf is a mostly lily-white sport that has struggled for decades, to its continuing detriment, to attract women and people of color – just as Trump, a creature of the game, has denigrated those very same people.
Golf & Social Media: Diversity
Diversity in all of its forms – in both your staff and membership – adds perspective. Change can be made at a very local level; it doesn’t have to be a nationwide governing body initiative. A golf club or organization can take some simple steps towards great diversity, such as using data to better understand demographics or speaking to its people to find out how diversity, equity and inclusion could enhance their experience. Once you identify gaps, lean into your community to help fill them, and commit to your practices day in, day out. If every golf club did this, we would quickly see the impact of those combined efforts, creating a better future for the sport and for broader society.
By hole 15 he’s calling himself, his ball, his driver, his putter the N-word. No one is even engaging him, and I finally told him – look, it’s an off day but you can’t behave like that, we’re all trying to enjoy ourselves and honestly its becoming impossible.
Case Studies
I love that golf is virtually immune from There are no rules or laws preventing the world, and organizations are striving progressiveAround cancel culture because people the black folks from golf. We don’t have to to improve diversity in golf: fan base that drives the revenue is a seek out poc just to make ppl like you bunch of middle-aged white dudes feel less guilty. If they want to play that don’t give a shite. they’ll play on their own volition.
Ethnicity
LEARN MORE
Sexuality German Rainbow Golfers
‘More golf, more fun, more community’ is the motto of this network of LBGTQ+ golfers in Germany. They organize regular rounds, tournaments and trips in Germany and internationally, and in September 2023 played the 18th edition of the annual German Rainbow Open.
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Brandon Bell
Claire Martin
Syngenta North America, People and Organizational Development Lead
Ipsos, Social Intelligence Researcher
Golf & Social Media: Diversity
Resolving to change that, she invited some friends to play at a course in Atlanta, Georgia, and 26 women turned up. Now there are more than 4,000 members in the US and beyond, who bene昀t from golf clinics and meet-ups, all-women golf trips, online education covering rules and etiquette, and introductions to coaches.
Religion
LEARN MORE
Disability
Muslim Golf Association
EGDA
Since 2021, the Muslim Golf Association in partnership with love. golf, the empowering group coaching experience backed by Syngenta, has introduced more than 1,000 women to golf.
EDGA (formerly the European Disabled Golf Association), is a non-pro昀t volunteer organization promoting and delivering opportunities for people with disabilities to play golf. Its membership comprises 36 national federations, and it provides advice on golf for disabled players to governing bodies including The R&A and the DP World Tour.
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LEARN MORE
Focusing on growing the game, EGDA has designed and implemented coach education programs for delivery in rehabilitation centers, hospitals and golf clubs.
Golf & Social Media: Diversity
The new report from Syngenta highlighting the challenges and opportunities to increase diversity syngentagolf.com
Golf will continue to have a negative image as long as the general public believe its advocates are defending a small group of privileged people. There is a need for a much stronger sense of accessibility and inclusivity, and for greater visibility of the diversity among golfers. This can be done through giving more visibility to minorities across all stakeholders, supporting initiatives and insisting on clear statements in cases of bad conduct. Minorities don’t always feel excluded, but they don’t feel included, either. There is a huge opportunity to change this.
LEARN MORE
Black Girls Golf Black Girls Golf was founded in 2013 by Ti昀any Mack Fitzgerald, who noticed how many opportunities were available to her golfplaying male colleagues in her corporate organization. She found learning the game di cult and intimidating, and felt invisible.
The partnership has showcased how to address the latent demand for golf in new customer segments and communities by creating safe, encouraging environments with no judgements or dress codes and the emphasis 昀rmly on learning while having fun.
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Why is diversity necessary?
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Ethnicity
DOWNLOAD NOW Data provided by Ipsos
INDUSTRY REPORT
Action required to solve golf’s diversity challenge Golf continues to experience unprecedented demand, but it is yet to persuade the public it is a game for all, a new social listening report from Syngenta and Ipsos has found.
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olf & Social Media: Diversity is part of a landmark study analysing 16.1 million social media posts, shares, comments and blogs over a three-year period to help businesses understand what is being said about golf online and respond with customer-centric solutions. Despite highlighting successful projects that are making golf more diverse and inclusive - such as Black Girls Golf in the US and the UK-based Muslim Golf Association - the report confirms more work is required to overcome golf’s reputational issues and successfully welcome a wider audience. Since the pandemic, just 5% of new golfers in the UK are non-white, the R&A’s Post Covid Opportunity Report previously found. Similarly, in the United States, African American golfers make up just 5% of the country’s 25 million players, yet contribute $4 billion of the total market value. Claire Martin, Ipsos Social Intelligence Researcher, said: “Golf is aware of its image problem and is trying hard to diversify, but the messages are not always reaching wider audiences and people outside the sport. “Remarkably, two percent of all mentions in our sample related to Donald Trump and Republicans playing golf. This association does not help dispel the notion that it is a sport for older, white males.” While the findings underline the challenge golf
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While the findings underline the challenge golf faces, the report offers solutions and case studies, including Black Girls Golf, founded by Tiffany Mack Fitzgerald, which has built a network of more than 4,000 female players in the United States. faces, the report offers solutions and case studies, including Black Girls Golf, founded by Tiffany Mack Fitzgerald, which has built a network of more than
• Research confirms scale of golf’s continuing negative social media perception • Golf businesses encouraged to double down on solutions to increase diversity • Opportunities include engaging with minority groups at local level 4,000 female players in the United States. And in a recent podcast interview with Syngenta, Jim Beatty, Executive Editor of African American Golf Digest, said the number of African American golfers could be doubled or tripled, significantly adding to the value of golf and the bottom lines of golf clubs and courses. Brandon Bell, Syngenta People and Organizational Development Lead, Syngenta North America, offers advice to golf venues looking to build diversity and inclusive into their businesses and making golf welcoming to all. “As a starting point, use local demographic data to better understand the scale of the opportunity to engage with underrepresented groups, then invite these groups to take a survey or join a focus group so you can learn more about their wants and needs – and how you might address those,” he said. “By creating an environment and experience where minority groups feel welcome and valued, and this is reflected in your club imagery and communications, this will help other diverse groups understand that this is a place where they could belong.” Mark Birchmore Syngenta Global Head of Marketing, Turf and Landscape, who commissioned the report, said: “Golf has long been associated with exclusivity, and this study confirms that it is still widely viewed as a sport for a limited demographic. “However, there are many examples of golf organisations and businesses making great progress in diversity. Now the sport needs to get better at communicating this progress beyond the industry itself in order to change wider perceptions.” Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analysed over a three-year period (2019-2022). • To download this report and all previous Syngenta market studies, visit: www.syngentagolf.com/golf-industry-reports or use this link.
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POSITIVE CHANGE
Obbi Golf – empowering positive change Obbi Golf, a leading organisation that helps clubs streamline safety, compliance and training, has announced the release of the Club Safety and Compliance Report 2023. Here the company explains the report’s findings.
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onducted in partnership with esteemed organisations such as CMAE, GCMA, CMAI, SGCMA, Feildfisher, and Howden, the comprehensive Club Safety and Compliance Report 2023 reveals insightful findings that illuminate opportunities for enhancement within the UK club sector. Obbi Golf has been committed to the safety, compliance, and training of golf clubs from they began and the collaboration with industry leaders has played a pivotal role in the success of this survey. The report provides valuable insights into areas where the golf industry can evolve and improve: covering wide range areas such as staff training, certificate management, Health & Safety Awareness and legal duty of care along with compliance. These findings collectively underline clubs’ strong interest in enhancing safety and compliance measures. • Confidence in Compliance: Only 35% of surveyed clubs expressed high confidence in having all checks, audits, mandatory certifications, and training fully up-to-date at all times. • Awareness of Legal Duty of Care: Only 1/3 of clubs reported that most people on their committees or boards are aware of their legal duty of care for the health and safety of staff, members, and visitors. • General Awareness of Health & Safety Issues: Only 10% of clubs rated the general awareness of health and safety issues in their clubs as “excellent,” while 50% indicated that it could be improved. Gareth Macklin, CEO of Obbi Golf said: “The need to know what is required for safety and compliance as well as the ability to do it are equally challenging and managers are requesting more education and support from organisations and governing bodies. They find it challenging to handle the cultural shift required by many to prioritise the aspects effectively. Furthermore, they expressed a desire for more discussions amongst managers to share insights on best practices to enhance safety and compliance within their clubs and the wider sector.” The survey results underline the need for additional education and support for golf club teams, committees, and boards. In response to the survey results, Obbi Golf have worked together with industry experts to provide solution-based articles within the report. They have also been working with a wide range of stakeholders in the industry to
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Ensuring full compliance at clubs is essential for the well-being of all individuals involved, ranging from greenkeepers and kitchen staff to golfers and visitors. Hence, we are thrilled to have partnered with Obbi Golf and engaged our members in the second Obbi Golf Health and Safety survey. Our continuous efforts to educate and assist our members are driven by the shared goal of enhancing safety standards in the golf club industry. The outcomes of this survey mark the next steps on a transformative journey towards achieving that objective. Craig Cotterill, Partnerships Manager, CMAE
create a long-term solution for help and support with safety and compliance, and they will be making a significant announcement soon. Obbi Golf extends sincere gratitude to the club managers who participated in this survey. Their valuable input has illuminated the path forward and has allowed Obbi Golf to leverage this feedback to shape impactful solutions.
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MORE INFORMATION
• To download the Club Safety and Compliance Report 2023 visit: https://www.obbi.golf/2023golfreport or click here • For more information on the company visit www.obbi.golf
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Alchemy Contract Publishing proudly presents Clubhouse Europe in association with the Club Managers Association of Europe
CLUBHOUSE EUROPE
ISSUE 30
World Conference,
MDPs – dates for the 2024 diary
Las Vegas
Club Awards 2023 – and the winners are?
Register now
Spotlight on inclusion – solving golf’s diversity challenge
– page 9
Empowering positive change – Club Safety and Compliance
To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022
SPORTS SCREENING
A word with Steve Smith, Executive Director, Content, Sky Sports As we round off 2023 and look towards 2024, Executive Director of Content at Sky Sports, Steve Smith talks about the content customers have enjoyed this year, and what is to come in 2024.
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t has been a great year of sport in 2023. What has been your highlight that Sky have shown? It’s been a fantastic year for sports on Sky and we’ve been breaking viewing records across a multitude of our sports, but it was a particularly thrilling summer of sport. The Men’s and Women’s Ashes broke records across all the formats even though England ultimately couldn’t regain either. England Women’s Test saw a rise of almost 400% in comparison with the 2019 Test, while the T20 series was up 135%. Then late in the summer we had the right results for Europe in both the Solheim Cup and the Ryder Cup where we retained and regained the respective trophies, again watched by record audiences on Sky Sports. The 23/24 football season has also started extremely strongly. For example, the opening weekend of the Championship became the most watched opening weekend on Sky Sports ever, with an average of 631,000 viewers across all four matches, up 77% compared to last season. Can you tell us more about the NFL and why clubs should tune in? The NFL is often described as the greatest show on turf and the superstars that take the field once a week from September through to the Super Bowl in early February put on a show in every game. Patrick Mahomes is one of the greatest quarterbacks in NFL history and he led the Kansas City Chiefs to the Super Bowl title last February in a match up against Jalen Hurt’s Philadelphia Eagles. The draft system that allows the worst performing team in the NFL to have the first choice of the talent coming out of the US College system, means that each year the competition gets even more intense. Last season had a record number of games that were settled by less than a single score. The tension continues to keep fans on the edge of their seats! We had the Greatest Return in tennis this year, can you tell us more about our tennis offerings on Sky Sports? The US Open returned to Sky Sports with record audiences and from our new state of the art studio. Combining huge screens with the latest in AR & VR technology, Sky Sports were able to put the best analysis tools in the hands of Tim Henman and Martina Navratilova bringing new insights to our growing audiences. Our additional studio position at Flushing Meadow also allowed our viewers to hear directly
Late in the summer we had the right results for Europe in both the Solheim Cup and the Ryder Cup where we retained and regained the respective trophies.
from the players making the headlines throughout the fortnight at the US Open. 2024 will have even more tennis across our channels before the US Open returns in September. We have Christmas quickly approaching us, what highlights does Sky Sports have coming up to keep us in the festive mood? Christmas is synonymous with two things across Sky Sports. As usual, we’ll see Festive Football across a packed Premier League, EFL, WSL and SPFL program throughout December. The iconic PDC Darts World Championship from Alexandra Palace runs over 17 days across Christmas and the New Year. Fancy dress and Christmas spirit is often part of both the fans experience at the event and in our coverage.
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So what content you have coming up in 2024, and what you are most excited about? 2024 is going to be the year of more of the content our customers love. There will be more Tennis and a huge increase of over 800 more games in the EFL following a new rights agreement signed earlier this year. Alongside another season of Premier League, a competitive WSL, the conclusion of the SPFL, Max Verstappen coming back to try and make it four F1 Driver’s Championship in a row, another summer filled with Men’s & Women’s England Cricket, international Rugby Union and all the golf Majors, you can guarantee another compelling year for all our Sky Sports customers. Enjoy!
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We will! Thank you.
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RECRUITING EXCELLENCE
Choosing leaders, not just jobs Kopplin Kuebler & Wallace (KK&W) has established Premier Partnership with the CMAE. Here, Michael Herd, Head of International Search & Consulting, explores the recruiting world in private clubs.
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ithin the world of private clubs, candidates are on a quest for more than just employment – they’re in search of leaders who embody the essence of these respected establishments. Central to this evolving trend are general managers, the individuals who wield significant influence over the charm and resonance of these well-established properties. In the following sections, we’ll explore how candidates’ decisions are shaped by the dynamic leadership of general managers. Through their vision and guidance, general managers play a pivotal role in attracting exceptional talent and creating a work environment that surpasses competition. Join us as we highlight the trending elements bridging candidate aspirations and skilled leadership in the captivating landscape of talent strategy in the private club industry. The ascension of leadership-centric decision making Gone are the days when candidates accepted positions solely based on monetary rewards. Today, candidates are drawn to leaders who build camaraderie and curate experiences that extend far beyond fulfilling job descriptions. A leader sets the tone The impact of a general manager in a private member club transcends their role. The way they handle member interactions, anticipate desires, and resolve challenges motivates operations throughout the entire club. Top candidates for core management roles gravitate towards general managers with genuine charisma, resulting in a membership and team who feel confident they are well-balanced parts of the whole. Inspirational pathways and personal growth Private member clubs of today need to offer not just jobs, but a journey. General managers, at the helm of this voyage, are sought-after captains of inspiration. Their ability to navigate uncharted waters, stimulate creativity, and nurture personal growth are the underpins of appeal for candidates aspiring toward a remarkable career path. Alignment of ethos and ideals Leading candidates seeking opportunities with private member clubs are driven by identifying shared values. The ethos upheld by a general manager, be it a dedication to luxury, philanthropy, or cultural pursuits, become resonant chords that strike a harmonious note with candidates’ ambitions. The commitment of a general manager to the tenets of club culture has become a pivotal factor in candidate deliberations.
“Private member clubs of today need to offer not just jobs, but a journey. General managers, at the helm of this voyage, are sought-after captains of inspiration.” Trust and openness In the discerning world of private member clubs, trust is a currency of paramount value. General managers who cultivate openness, transparency, and honesty attract candidates seeking not just a position, but a workplace centered around integrity. The assurance that voices will be heard, and contributions will be acknowledged respectfully creates an irreplaceable draw. Mentorship Candidates, like aspiring apprentices, seek leaders who are invested in their personal and professional evolution. The prospect of being nurtured under the supervision of a seasoned general manager can be the compass guiding candidates to their chosen destination. Leaders who are not afraid to develop talent will establish a strong pipeline of the best to work alongside them.
MORE INFORMATION For more information please contact Michael Herd, Head of International Search & Consulting. Based in the United Kingdom, Michael Herd is KK&W’s Head of International Search and Consulting. Michael has over a decade of experience in the golf and club industry, and his expertise spans multiple continents. In recent years he has successfully collaborated with renowned clubs across the globe, including those in the United Kingdom, Ireland, Europe, the Middle East, China and Australia. Michael is committed to providing invaluable industry advice and insights to club boards and committees, and his deep understanding of the international golf and club industry landscape enables him to provide innovative solutions and strategic best practices. •Contact Michael by email at michael.herd@kkandw.com, or call him on +44 (0) 7903 035312.
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CAREER OPPORTUNITIES
CMAE jobs noticeboard
Looking for a new role? Hoping to increase your career opportunities? Here are just some of the posts open as we go to press. Club Secretary, Prestwick Golf Club South Ayrshire, Scotland
A rare and unique opportunity has arisen at Prestwick GC, the birthplace of the Open Championship with a history like no other and the most original of Links golf courses, to recruit a pro-active, passionate, and ambitious Club Secretary to efficiently manage and effectively administer the day-to-day operation of the golf club to deliver a quality member service culture and a first class visitor experience. Key responsibilities: • To have executive responsibility for all aspects of administration of the Club, its course and its premises within the framework of the Club’s Strategy, policies and approved budgets. • To action all Club Committee directives in a timely, professional and effective manner. • To achieve high standards of performance from all key staff (course, clubhouse & administration) by adopting effective management and leadership techniques. • To bring industry best practice to all areas of the Club’s activities, playing a pivotal role in delivering the Club’s key operational, financial and strategic roles. • To be the first point of contact for Members and visitors and to promote the Club internally and externally in a professional and friendly manner, such that sales and marketing initiatives are achieved and the standing and reputation of the Club is maintained at the highest level. • To oversee all aspects of the Club’s accounting and financial controls, contributing to the achievement of the Club’s financial goals by increasing year on year income and profitability. The chosen candidate must have the vision and determination to enhance the reputation and status of Prestwick GC. You will be confident, and knowledgeable about the game of Golf, and apply tact and diplomacy to build successful relationships with Members, visitors and key stakeholders. You will have the drive and ability to achieve the clubs’ financial objectives in addition to exceeding service level expectations.
General Manager Sherborne Golf Club, Dorset Sherborne Golf Club is looking for a General Manager who will lead and implement its vision for a successful, progressive and well-run incorporated members’ golf club business, including an in-house bar and catering operation and golf shop. Qualifications include being an inspirational leader with strong commercial skills, and someone who has the proven track record, expertise, and business acumen to help the club achieve its goals. Being principally a ‘people-based business’, you will need to have excellent people and communication skills. You will be familiar with social media platforms and have achieved success using them. You will be encouraged to act in an entrepreneurial way and will be rewarded for results-based success. This vacancy is considered a great opportunity for an original and ambitious leader who will be given space and support to flourish. The position will be responsible to the Board of Directors and will report directly to the Chairman.
Closing date for applications – 5 January, 2024
Role purpose includes: Relationship Management • Responsible for overall staff management in the Club, working with section leaders to ensure that staff in the various parts of the Club act in a coordinated way and according to expected standards of service and behaviour. • Act as a main point of contact with Club members, guests and visitors, dealing diplomatically and empathetically with enquiries and issues. • As the public face of SGC, successfully network with external stakeholders such as relevant sporting bodies, suppliers, sponsors, the media, and as required, those in the wider community. • Support the work of the Board of Directors. Prepare, attend and follow up on Board Meetings in a “Company Secretary” capacity. • Management of relationships with key service contractors, such as the Club Teaching Professional. Commercial Management • Coordinate activities to ensure the commercial success of the Golf Club as well as developing new business opportunities. This includes growing all aspects of the business e.g. subscriptions and fees, the course, the Golf Academy, player practice facilities, Pro Shop, clubhouse events, and bar and catering. • Manage all operational aspects of the club and, occasionally, the management of projects. Principally, this comprises all back office, front of house and courserelated functions. • Using resources intelligently and driving efficiencies are also key to the role. The General Manager will set, review and challenge standards, practices and processes to ensure the club is working as efficiently as possible, to ensure a positive experience for members and visitors and to generate income.
Full details at https://www.cmaeurope.org/jobs/
Full details at https://www.cmaeurope.org/jobs/ CLUBHOUSE EUROPE 35
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CAREER OPPORTUNITIES Club Operations Assistant Blackwell Golf Club, Worcestershire Founded in 1893, Blackwell Golf Club is a private members club that respects the traditions of the game and is renowned for its hospitality and welcoming environment. The par 70, 6244 yard course was designed by Fowler & Simpson and is consistently regarded as one of England’s finest, ranking within the Top 100 courses in the country and Worcestershire’s number one.
Clubhouse Operations Manager The Richmond Golf Club, Surrey
An exciting opportunity has become available for a Club Operations Assistant to join the team and support the Club Manager and Bookkeeper in the efficient operation and administration of the club. They will assist the Club Manager with the running and administration of the golf operation and act as the point of contact for visitors and societies, along with a variety of other tasks that are key to running a golf club. Duties include but are not limited to: • Must possess a detailed and comprehensive knowledge of the game of golf, its competitive formats and handicapping system. • Appreciation of and respect for the traditions of a private members club. • Assist with the organisation, administration and accurate recording of all club competitions. • Act as the primary point of contact for office enquiries and be an excellent communicator. • Assist in the organisation and administration of club matches. • Support the Club Manager with a range of office duties to ensure the smooth running of the club administration. • Experience with industry specific golf administration software, such as Club V1, is highly desirable. • A flexible approach towards evening and weekend work at times is essential. • Desire to provide the best possible service to members of the club. Candidates should be: • Friendly, polite & professional. • Well presented, with a ‘can-do’ attitude. • Self-motivated, capable of working independently and within a small team. • Flexible. • Computer literate with working knowledge of Microsoft Office. • Excellent knowledge with the game of Golf and how it operates. • Organised, with a great attention to detail. Closing Date for applications–15 December, 2023 Full details at https://www.cmaeurope.org/jobs/
The Richmond Golf Club is seeking a passionate and experienced hospitality focused individual to join us in the newly created role of Clubhouse Operations Manager. This is an exclusive opportunity to join the senior management team, contributing to the strategic shaping of the club’s future and the creation of a cutting-edge Member experience and hospitality venue. The club is seeking an extraordinary individual with the vision, passion, and skills to enrich the team during this exciting time. Key Responsibilities: •Daily Operations: Oversee the day-to-day operations of all Clubhouse departments and deputise for the House Manger in their absence. Foster regular communication with the Head Chef, Restaurant Supervisor, Bar Manager, and Accounts Manager to ensure seamless and efficient functioning. •Sales and Marketing Strategies: Work with department heads and report to the GM on sales and marketing strategies aligned with the club’s budgets. Collaborate with department heads to devise strategies for meeting the club’s financial objectives. •Food and Beverage: Engage with the F&B team to uphold the highest standards of service for members and guests. Provide oversight of F&B operations through regular meetings with the F&B team. •Financial and Administrative Acumen: Demonstrate proficiency in golf club budgeting, expenditure, and revenue. Proactively develop strategies to ensure robust measurement and reporting practices. •Personnel Management: Ensure all team members’ needs are consistently met, aligning with the club’s ethos. Play a leading role in actively listening to team members, providing support and leadership in line with the club’s values. •Training and Development: Conduct regular and pertinent training sessions across all club departments, in accordance with the club’s learning and development program. •Stock Control: Working with the Bar Manager to ensure stock controls are in place and followed at all times. Working with external stock taker to produce accurate monthly stocktake figures. •Compliance and Operations: Diligently ensure the club adheres to statutory and legal requirements for Fire, Health and Safety, Food Hygiene, Licensing, and Employment. Closing date for applications – 8 December, 2023 Full details at https://www.cmaeurope.org/jobs/ <
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The ultimate fun experience Drans elds SPOTLIGHT is a state-of-the-art audio visual platform delivering the best entertainment to your venue and giving your customers lots of fun with the ultimate entertainment experience. Spotlight is modular system that enables a club to tailor it to their needs, whilst allowing instant upgrades to bring in additional features on a pay-as-you-use basis.
Best deals, best service, best choice Drans elds is the UK’s largest independent supplier of gaming and amusement machines to private members clubs, pubs and the licensed trade. With over 75 years’ club and pub industry experience, we have unrivalled expertise and are able to provide the very highest levels of service and support to help you maximise pro ts for your venue.
The next generation, premium 3-screen digital cabinet, packed with the latest smart technology
Call Drans elds on 0345 644 9414 enquiries@drans elds.com www.drans elds.com Make more money with Drans elds – your local partner in pro t Recommended supplier to: Club and Institute Union, Association of Conservative Clubs, Alliance of British Clubs, National Union of Labour & Socialist Clubs, National Association of Railway Clubs, Association of Independent Clubs.
SAVE THE DATE!
European Conference on Club Management London 22-24, September 2024 More details to be released shortly at www.cmaeurope.org
Alchemy Contract Publishing proudly presents Clubhouse Europe in association with the Club Managers Association of Europe
CLUBHOUSE EUROPE
ISSUE 30
World Conference,
MDPs – dates for the 2024 diary
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Club Awards 2023 – and the winners are?
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Spotlight on inclusion – solving golf’s diversity challenge
– page 9
Empowering positive change – Club Safety and Compliance
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