Developing stronger managers. Building stronger golf clubs.

23 October 2026

For managers and committee members considering where development could make a difference, three GCMA managers’ experiences offer a useful starting point.

Finance, staffing, governance, member expectations: a golf club manager’s working day can move quickly between very different demands. Finding time to develop those skills is a challenge in itself.

The GCMA Advanced Management Programme (AMP) offers in-depth, practical courses across these responsibilities, helping managers bring fresh knowledge into their clubs.

But don’t just take our word for it, the quality of delivery is reflected in delegate feedback. The GCMA’s 2025 review reported average satisfaction above 95% across all AMP certificates, while the Governance Certificate at Preston Golf Club achieved 100% delegate satisfaction, as reported in February 2026.

For managers and committee members considering where development could make a difference, three managers’ experiences offer a useful starting point.

Get involved in the debate.
To join the GCMA, click here, or to organise a call with a call with a member of the GCMA team, just complete the form below.

Starting with the gaps

Newcastle-under-Lyme General Manager Richard Beech chose courses in Food and Beverage, Finance and Accounting, and HR Compliance and Employment Law.

“I started by focusing on the areas that I thought I was weakest in,” Richard explained.

“We have a busy food and beverage operation at the club, but I came from a PGA and retail background and had no formal training in that area. That course was really useful, and we’ve been able to put learnings from that into practice here over the last 18 months.”

His verdict:

“I feel I’m a better manager having completed them than I was before. It’s not just about the certificate – it does help you in your day-to-day role.”

A fresh view of governance

For Sandy Lodge Golf Club General Manager Judy Barker, the GCMA Governance Certificate offered a different perspective.

“The most valuable was that I came away with the confidence that we were already covering a lot of what should be in place, but there were also parts that would help in the future which could be implemented.”

Learning alongside other managers mattered too.

“You tend to find that the same things are happening to other managers.”

Taking finance to board level

Rushmere Golf Club General Manager David King completed the Finance and Accounts Management course.

“It’s an area I’m interested in and one where I felt I could develop further, particularly to contribute more strategically at board level,” David said.

“The course helped me step back and look at things like management reporting, budgeting and forecasting in a more structured way.”

Back at Rushmere, he put that learning to work.

“We’ve changed the way we’re doing budgeting and forecasting based on some of the notes I took away. It’s helped us, and I’ve been able to take that back to the finance director and build on what we’re already doing.”

Making time to learn

GCMA Professional Development Manager Gareth Morgan has called for every golf club manager to spend at least five days each year on education. On LinkedIn, he described the culture he would like to see:

“Where going to an education day wasn’t viewed as having a day away from work…but as part of the work.”

Managers and committees can make that practical by agreeing development priorities, protecting time to attend and discussing what to put into practice afterwards.

Plan your club’s development for 2027

Use the upcoming AMP programme to identify a course that fits your role and your club’s priorities. 

Course	2027 dates	Venue
Marketing Strategy	19–20 January	Celtic Manor
Employment Law	9–10 February	Hillside Golf Club
Food & Beverage Management	3–4 March	Tyrrells Wood Golf Club
Golf Course Management for Golf Club Managers	13–15 April	Hankley Common Golf Club
Finance & Accounts Management	11–12 May	Alwoodley Golf Club
Health & Safety Management	25–27 May	Olton Golf Club
Strategic Planning	14–16 September	Hesketh Golf Club
Golf Club Governance	5–6 October	Basingstoke Golf Club
Leading & Managing People	19–21 October	Newcastle-under-Lyme Golf Club
Golf Operations Management	7–8 December	Celtic Manor

Learn more about AMP, explore upcoming courses, or view the 2027 Education Diary and book a place.

INTERESTED IN HAVING MORE CONVERSATIONS LIKE THIS?

Discover how GCMA membership can connect you with fellow club managers, industry expertise and opportunities to share ideas that could make a difference at your club.

Join the GCMA community

Not ready to join, but want to learn more? Enquire about membership below…

"*" indicates required fields

Facebook

This field is for validation purposes and should be left unchanged.

Name*

Prefix First Last

Email*

Phone*

Current Club*

Enquiry*

By Natalie McColl

More from Your Association

You said, we did: Progress since the 2024 Member Survey

22 Oct 2026By Mark Shanley

Thank you to everyone who took part in the 2026…

Careers in Golf website launches to inspire next generation of talent

16 Oct 2026By Mark Shanley

A new initiative aimed at opening up career opportunities across…

GCMA England International 2026 Match Reports & 2027 Preview

15 Oct 2026By Mark Shanley

By Phil Housley and Jon Hall As the year end…

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.

This will close in 0 seconds

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.