Join the golf industry in Cannes at IGTM Discovery

03 September 2026

GCMA members are invited to attend IGTM Discovery, a new golf trade exhibition taking place at the Palais des Festivals in Cannes, France, from 19–22 October 2026.

We’re delighted that GCMA CEO Tom Brooke will be among the event’s expert speakers, sharing the stage with leading voices from across the international golf industry.

Tom will participate in the session People Powering Excellence: Elevating Standards Across Golf Club Operations—an especially relevant discussion for GCMA members focused on the people, practices and standards that underpin outstanding club operations.

Launching alongside the long-standing International Golf Travel Market, IGTM Discovery will bring together golf facilities, resorts, clubs, retailers, operators and suppliers from across Europe and beyond.

Designed for golf club owners, operators, general managers, directors of golf, and professionals working across purchasing, retail, technology and club operations, the show offers a valuable opportunity to:

Attend 30+ conference sessions exploring golf course management, operational innovation, commercial opportunities and business growth. Alongside Tom’s session, highlights include:
- Beyond the Course: Building Brand Experiences That Guests Remember with Henri Kurttunen, Founder, GolfBranding
- Using Digital Marketing at ‘Top 100 Club’ with Tom Irwin, Director, Sports Publications Limited
- View the full conference programme
Meet 40+ international suppliers and explore solutions that could improve operational efficiency, retail performance and the customer experience
Discover the latest golf products, technologies, apparel, retail solutions and operational innovations
Exchange ideas with peers and build valuable connections across the wider golf industry
Join networking events bringing together attendees from both IGTM Discovery and the International Golf Travel Market

Join Tom Brooke and fellow golf industry professionals in Cannes for this brand-new event—an opportunity to meet potential partners, discover fresh ideas and explore innovations that could support your club or facility.

Register now to attend IGTM Discovery

We look forward to seeing you at IGTM Discovery!

By Mark Shanley

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John Steele

John Steele is a former professional athlete, sports coach, Olympic Leader and is the Executive Director of Sport at Loughborough University. He has been Chief Executive across a range of sectors. Drawing on leadership experience of nine different Olympic and Paralympic Games (including the amazing events at the Rio Games), John reflects on the lessons from this unique period in British sport and relays his fascinating views on creating high performing teams.

Indeed, inspired from PyeongChang 2018 Olympic Winter Games, by the most successful performance ever for Team GB, he has a whole host of new business and leadership insights into how this was brilliant performance was achieved and how it can translate back into your organisation.

John moved into the corporate world, before he enjoyed an outstanding career as a professional rugby player achieving international honours. After his playing career, he turned his hand to coaching and achieved the highest accolade for a British club coach by winning the European Cup with Northampton Saints. He then became Executive Director on the Saints Board during a period of unprecedented growth, and served on the England Rugby Board during the successful world cup campaign of 2003. It was no surprise that John’s talents were called upon to drive through a change and modernisation programme as CEO of the Rugby Football Union – a challenge that became controversial and ended in his departure from the post after only a year, but with his dignity and professional pride intact.

Headhunted by UK Sport, John took up post as CEO the day before London won the 2012 Olympic bid – and this promising start was sustained as he embarked on developing the UK’s high performance sport system, which he led for a six-year period of unprecedented success through the Beijing and London Olympic and Paralympic Games.

Post-London 2012, with the Olympic legacy in place and an obligation to continue inspiring a generation, John took up his post as Group Chief Executive of the Youth Sport Trust. He has also succeeded Steve Cram as Chairman of the English Institute of Sport, an organisation described as ‘the team behind the team’, which delivers a range of performance impacting solutions to over 40 Olympic and Paralympic sports and some non-Olympic sports.

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Dr Jo Salter MBE

Dr Jo Salter MBE is famed for becoming the first female fast jet pilot, having flown the Panavia Tornado ground attack aircraft during her services in the Royal Air Force. Joining the RAF aged 18, Jo has since taken Air Cadets into the skies as part of Air Experience Flights, become the Director of Global Transformative Leadership for PWC, and most recently become a Global Advisory of GenAI for PwC.

Jo has piloted flights in the Air Cadets Air Experience Flights and inspired countless budding armed service members to pioneer a male-dominated sector, having been the leader of an all-male squadron. Since leaving the military behind, Jo has established a strong business career working in roles such as Head of Technical Services for NetConnect, European Operations Manager for Automated Power Exchange and Managing Director of Saltin Ltd.

Having developed first-class expertise in leadership, analytical thinking and performing under pressure, Jo is now a highly sought-after public speaker to share stories from her time in the skies.

Jo is a passionate Trustee of The Royal Air Force Club and an Ambassador of the Global Angels charity, an organisation that gives communities around the world access to clean water, education, healthcare and encourages female and youth empowerment. Jo has also authored two books, titled Energy: 52 Ways to Fire Up Your Life and Become an Energy Angel and Energize: Spring Clean Your Mind and Body to Get Your Bounce Back Today and Every Day.

In recognition of her achievements throughout her career, Jo has also been named as one of the 50 Most Inspiring Women in the World by Harpers & Queen. She is now working as the Director of Global Transformation Leadership at PWC, after working in other roles such as Director of Risk Technology Strategy, Director Chief of Staff to Head of Technology & Investments and the Director of People & Organisations.

In 2022, Jo was invited personally by Tom Cruise to attend the premiere of Top Gun: Maverick. Most recently, Jo received an honorary doctorate of Arts from Bournemouth University.