Every successful golf club understands that its greatest competitive advantage isn’t just its golf course or facilities – it’s its people.
The clubhouse is the heart of the club. It’s where members socialise, visitors form lasting impressions and hospitality can become a significant contributor to the club’s financial performance. Yet, despite the importance of the role, opportunities for dedicated professional development in clubhouse management have traditionally been limited.
That’s why the Clubhouse Management Training (CMT) programme, delivered by Kevin Fish and Contemporary Club Leadership Ltd, has become such a valuable investment for golf clubs across the UK and also why the GCMA has endorsed and supported this programme.
Developed specifically for Clubhouse Managers and aspiring Clubhouse Managers, the three-level programme provides practical knowledge, commercial awareness and leadership skills that delegates can immediately apply back at their clubs. But perhaps the greatest benefit is the confidence and motivation that delegates return with – something that managers consistently identify as the biggest return on their investment.
Confidence, Enthusiasm and Fresh Ideas
Reflecting on the impact the programme had on his team, Iain Russell, Club Manager at East Renfrewshire Golf Club, said:
“The biggest difference I saw was the renewed confidence, enthusiasm and professionalism that all staff brought back to the club.
Our team returned inspired, full of fresh ideas and with a genuine sense of pride in their role within the golf club hospitality industry.
The enthusiasm generated by the programme has been fantastic – our team enjoyed CMT 1 so much that they were immediately asking when they could attend CMT 2 and then CMT 3, which speaks volumes about the value they took from the experience.”
Those sentiments are echoed by Mark Wycherley, Secretary/Manager at Waterlooville Golf Club, who has also seen the wider organisational benefits of investing in his team:
“Employees return with a noticeable boost in confidence in their own ability and credibility, a fresh wave of industry knowledge, and a real buzz of new ideas to further improve and enhance our operations.
It drives a genuine motivation for positive change driven by them and ensures our team strives to align with industry best practices. Plus, gaining access to an active network of peers from other clubs to benchmark and share ideas with is an invaluable ongoing asset not just to the employees but the club as a whole.”
Hailing originally from a Clubhouse Management background himself, Tyrrells Wood Golf Club General Manager and current GCMA London & Home Counties Captain, Robert Shaw saw a real change in how his team members went about their jobs following the course:
“The main benefit I see from staff who have completed the CMT courses is the refreshed drive and energy they bring back to work. They are encouraged to think outside the box and connect with other professionals who broaden their perspectives and expose them to new ideas. This benefits our Club by keeping our staff passionate about the industry while generating fresh ideas and innovations to improve our Club and working environment.”
These three testimonials highlight an important point: investing in professional development isn’t simply about attending a course. It’s about empowering people to think differently, lead confidently and bring fresh ideas back to their clubs.
A Former General Manager’s Perspective
Having managed golf clubs himself, GCMA Professional Development Manager, Gareth Morgan has also experienced the impact of investing in clubhouse teams through the Clubhouse Management Training pathway.
Reflecting on his experience, Gareth says:
“Whenever I invested in sending members of my clubhouse team on the CMT pathway, the return on that investment was almost immediate. Team members returned with greater confidence, stronger leadership skills and a much more strategic approach to their day-to-day responsibilities.
Perhaps even more importantly, they developed a deeper understanding of the many subtle ‘tricks of the trade’ that encourage golfers to spend more time in the clubhouse and make greater use of our food and beverage facilities. From merchandising and presentation through to customer engagement, service standards and upselling techniques, they came back with practical ideas that could be implemented immediately. Those incremental improvements soon translated into a better member experience and increased revenue for the club.”
For Gareth, the programme doesn’t just benefit the individual delegate – it strengthens the entire operation by creating more commercially aware, motivated and confident leaders.
A Unique Learning Experience
Today, Gareth continues to support the programme as a guest presenter on CMT Level 1, giving him the opportunity to witness the enthusiasm and ambition of delegates first-hand.
Speaking about the programme, Gareth comments:
“One of the things that strikes me every time I attend CMT Level 1 is the energy in the room. It’s genuinely uplifting – not just for the delegates but for the presenters as well. These are ambitious people who are passionate about delivering great clubhouse experiences and are eager to learn from others in the industry.
For many delegates, this is the first opportunity they’ve had to attend training that is dedicated entirely to clubhouse management. There really is nothing else quite like it in our industry. Watching delegates leave with renewed confidence, practical ideas and a real enthusiasm to implement positive change back at their clubs is incredibly rewarding.”
The networking opportunities created through CMT are another significant benefit. Delegates build relationships with peers from clubs across the country, creating a trusted network of professionals who continue to share ideas, benchmark performance and support one another long after the course has finished.
For golf clubs looking to strengthen succession planning, improve member experience and increase the commercial performance of their clubhouse operation, investing in people has never made more sense.
Upcoming Clubhouse Management Training Dates
CMT Level 1 – 17–18 November 2026
CMT Level 2 – 12–13 January 2027
CMT Level 3 – 23–24 March 2027
Find Out More
If you have a member of your clubhouse team with the potential to become an outstanding Clubhouse Manager – or an existing manager looking to broaden their knowledge, confidence and commercial expertise – there has never been a better time to invest in their development.
For further information or to discuss the programme, please contact:
Kevin Fish
Contemporary Club Leadership Ltd
Email: [email protected]
The strongest clubs are built by investing in their people. Invest in yours today, and watch the difference it makes tomorrow.
By Mark Shanley
