GCMA Accredited Managers Join Exclusive British Masters Panel Discussion at The Belfry

27 August 2026

GCMA Level 3 Accredited Managers were given the opportunity to attend an exclusive and insightful panel discussion at The Belfry, thanks to an invitation from our partners at Husqvarna.

As headline sponsor of this year’s British Masters, Husqvarna welcomed our members to the iconic Ryder Cup venue for a fascinating conversation exploring the future of golf course management, technology and innovation.

The panel brought together three voices from across the golf industry: BIGGA CEO Jim Croxton, GCMA CEO Tom Brooke and British golfing legend Sir Nick Faldo. Together, they shared their thoughts and experiences on the changing landscape of the game, with particular focus on the rapid advancements being made in turf management technology and robotics.

The discussion provided a valuable opportunity to consider how new technologies are already influencing the way golf courses are managed and maintained. From improving efficiency and supporting greenkeeping teams to creating new opportunities for course managers, robotics is increasingly becoming part of the conversation around the future of golf course maintenance.

Following the panel discussion, GCMA members were invited to put their own questions to the speakers during an engaging Q&A session. The exchange of ideas and opinions made for a particularly insightful afternoon, with plenty of discussion around the practical opportunities and challenges that emerging technologies could bring to the industry.

Despite a particularly wet day at one of golf’s most famous venues, the weather did little to dampen the enthusiasm of those in attendance. Our members thoroughly enjoyed the experience, the opportunity to hear from such an impressive panel and, of course, the excellent hospitality provided by Husqvarna.

Events like this offer an important opportunity for GCMA Accredited Managers to engage with the wider industry, explore the issues shaping the future of golf and share experiences with fellow professionals.

A huge thank you to Husqvarna for the invitation and for hosting such a memorable event at The Belfry. We look forward to continuing the conversation around innovation, technology and the future of golf course management.

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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.