Defining Identity, Driving Growth: AMP Marketing Strategy in Focus at Sherwood Fores

04 June 2026

The GCMA recently welcomed delegates to the Advanced Management Programme Certificate in Marketing Strategy, a two-day CMI Endorsed course designed to equip golf club managers with the knowledge, tools and frameworks needed to create and implement effective marketing strategies within their clubs.

Hosted at the magnificent Sherwood Forest Golf Club, the programme brought together club leaders from across the industry to explore the strategic role marketing plays in driving long-term success, strengthening club identity and supporting wider business objectives.

Building the Foundations of an Effective Marketing Strategy

Day one focused on the key considerations General Managers should address when developing a marketing strategy that aligns with their club’s vision and goals.

Delegates participated in engaging discussions and practical exercises centred around several fundamental questions and concepts, including:

What are we trying to achieve?
Establishing a unique club identity that differentiates the club from competitors
Aligning marketing activity with broader business objectives
Defining and understanding target audiences
Applying the 7 Ps of Marketing to golf club operations

The sessions provided delegates with a comprehensive understanding of how strategic marketing can influence a club’s positioning, membership growth, customer engagement and overall commercial performance.

Turning Strategy into Action

Building on the foundations established on day one, the second day saw delegates begin developing tailored Marketing Strategy Plans for their own clubs.

Through a series of practical workshops, attendees explored key strategic marketing disciplines, including:

Defining and refining target audiences
Identifying and tracking meaningful KPIs
Reviewing and adjusting strategies over time
Creating an effective and balanced marketing mix

The programme culminated with delegates physically constructing their own marketing strategy plans, applying the frameworks and knowledge gained throughout the course. Many participants left with actionable plans already in place and intentions to present their completed strategies to their clubs in the coming weeks.

Expert Guidance Throughout

A key highlight of the programme was the expert facilitation provided by David Wheatley and Nicole Wheatley of Medi8, whose experience and insight helped bring the subject matter to life through engaging discussions, practical examples and collaborative workshops.

The GCMA would also like to extend its sincere thanks to Sherwood Forest Golf Club for their outstanding hospitality and for providing a superb setting for the programme.

As clubs continue to operate in an increasingly competitive environment, developing a clear and effective marketing strategy has never been more important. The Advanced Management Programme Certificate in Marketing Strategy continues to provide golf club managers with the confidence, knowledge and practical tools required to lead their clubs successfully into the future.

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.

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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.

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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.

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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.