GOLF CLUB MANAGER

Kick things off by meeting your instructor, getting the lowdown on how the course runs, and sharing your first task: spotting fresh opportunities for a UK golf club of your choice. Think of it as your first swing at applying course ideas to real-world settings.

• Instructor intro 
• Course structure 
• Assignments & final project overview
• Share your selected golf club & opportunities for improvement

Pre-Welcome Lesson Task: Choose a UK golf club and think of 3 opportunities that would help to improve the club (e.g. membership structure, renovations, course maintenance, marketing, events, etc.)

Get a clear picture of how the UK golf club industry works: who’s playing, what’s changing, and why some clubs thrive while others struggle. Then put that insight into practice by spotting opportunities for improvement in a real club of your choice.

• The UK golf club industry landscape
• Key industry trends & market analysis
• Generations in golf
• Case Study #1: Well-performing golf clubs in the UK: St Andrew Golf Club, The Belfry Golf Course, Foxhills Club
• Group Discussion #1: Discuss the golf club you have selected & the opportunities you’ve come up with

Learn how to set sharp goals, audit operations, and spot the real competitive edge of a modern UK golf club, backed by a live demo and real-world case discussions. From SMART goals to SWOTs, this session gives you the tools to think strategically.

• SMART goals, SWOT analysis, KPIs
• Creating value vs. the experience 
• Maintaining cultural awareness 
• Live Demo #1: Audit of facility
• Group Discussion #2: What makes a UK club stand out today? 

Assignment #1: Club Positioning & Strategic Goals
Choose a UK golf club (real or fictional) and define its positioning statement along with three strategic goals for the next 12–24 months. Show how your club will stand out in a competitive market.

See how every corner of a clubhouse, from locker rooms to pro shops, can shape member experience and boost efficiency. We’ll dig into smart design, operations, and real UK examples (like The Belfry) to show what makes a clubhouse truly work.

• Design principles for optimal member/guest flow in UK clubs
• Food & beverage operations, locker rooms, event space usage
• Retail & pro shop management 
• Locker room & amenity management
• Case Study #2: The Belfry’s flexible membership programme & impact on clubhouse usage

Get a behind-the-scenes look at what keeps UK golf clubs running smoothly and how sustainability is changing the game. Energy, water use, wildlife, waste: you’ll explore smart fixes and fresh innovations that make clubs greener without losing efficiency.

• Facility management
• Core maintenance areas
• Sustainability trends: Energy, water, waste, wildlife
• Tech spotlight
• Case Study #3: The Grove Golf Club’s facility management & sustainability
• Live Demo #2: £50K club upgrade challenge

Assignment #2: Clubhouse Upgrade Proposal
Based on your chosen club’s current facilities, propose three realistic physical upgrades to improve member experience or operational flow. 

Understand the money side of golf clubs: where the cash comes from, how pricing shapes member behavior, and what new revenue ideas could actually work. By the end, you’ll be ready to question old models and pitch smarter ones.

• Key UK golf club revenue streams
• Membership models: Pros & cons
• Capital expenditures & VAT implications
• Dynamic pricing, yield management
• Workshop #1: Non-traditional revenue-generating proposals 

Assignment #3: ROI Turnaround Proposal
Submit a 1-page renovation or improvement concept that offers clear ROI. 

Learn how to read the numbers that run a golf club. Explore essential budgeting documents and KPIs used in UK clubs. Practice spotting risks, controlling costs, and making smart financial calls without cutting corners on member experience.

• Building & reviewing a golf club budget
• Reading P&L and cash flow documents
• Key KPIs: labor %, yield, average spend, per-member value
• Cost controls & risk areas in UK clubs
• Workshop #2: High-impact budgeting decisions 
• Case Study #4: Centurion Club's membership structure refinement

Assignment #4: Pricing Strategy & Budget Reallocation
Propose a new or revised membership model. Justify the change based on your target audience and retention goals. Use the sample P&L to shift at least 3 budget lines. Explain where you're cutting, where you're investing more, and why.

How can clubs scale operations? Evaluate ROI, plan smart investments, and see how events and renovations can drive long-term success. Learn how to grow a club from the ground up. 

• ROI models for renovations & upgrades
• Long-term revenue strategy
• Funding options: Private, grants, partnerships
• Renovation case studies from UK clubs

Assignment #5: Club Competition Planning & Profitability Proposal
Plan a single-day or weekend club competition that balances great member experience with financial success. Use the provided P&L template to ensure the event is both operationally sound and profitable.

Get the logistics of tee sheet management, tournament design, and practice area use. Learn how to optimise pace of play and design member events that meet national standards, all while seeing it in action during a live demo.

• Tee sheet optimisation, pace of play
• Tournament design: R&A & England Golf alignment
• Fleet & cart operations
• Practice facility programming
• Live Demo #3: Building a weeklong tournament & member event calendar with logistical notes

Explore turf and course care, from working with greenkeepers to managing contractors and eco-certifications. Learn practical strategies for environmentally responsible golf course management straight from an industry insider.

• Basic turf management & equipment needs
• Working with greenkeepers & external contractors
• Regulatory compliance & eco-certifications (e.g. GEO)
• Guest Speaker: Superintendent or course manager

Get inside the engine room of UK golf clubs. Learn how they recruit, train, and retain top talent across every department, navigate seasonal hiring and employment law, and build teams that keep members coming back.

• Delegation of authority 
• Staff structure in clubs
• Seasonal hiring & UK employment law
• Volunteer & casual staffing 
• Apprenticeships & internships
• Training, leadership styles, retention models

Assignment #6: Staffing Plan
Design a staffing restructure that addresses known gaps or inefficiencies.

Figure out what kind of leader you want to be in a club setting and how to pull it off. Boardroom dynamics to member conflicts, you’ll learn how to keep people aligned, resolve issues fast, and build a culture that works. Real stories and guest insights bring the theory down to earth.

• Leadership styles & their application 
• Member & board communication strategies
• Conflict resolution & grievance procedures
• Building a service-oriented culture
• Case Study #6: Leadership challenges in UK club management
• Guest Speaker: A successful UK golf club manager on leadership journey

Learn how to get more people through the door and keep them coming back with smart digital campaigns, open-day buzz, and referral perks. You’ll also understand how branding and local partnerships can turn your club into a community magnet.

• Digital strategy: Instagram, YouTube, PPC 
• Event marketing & open days
• Membership referral schemes
• Community partnerships & school outreach

Assignment #7: New Member Recruitment Campaign
Create a mock campaign to recruit 25 new members.

Keep members hooked long after they join. Smooth onboarding, loyalty rewards, conflict fixes: you’ll design experiences that make people want to stay and map them out with practical tools in a hands-on workshop.

• Onboarding plans for new members
• Loyalty rewards & engagement ideas
• Conflict resolution with long-term members
• Member persona design + experience mapping
• Workshop #3: Creating a journey map for 3 different member types

Assignment #8: Member Experience Journey + Tech Audit
Choose three typical member personas. For each, create a brief journey map. Identify 2–3 areas where technology can improve member or staff experience. Propose solutions and rate their urgency.

Gain insight into the core technologies used in clubs and learn how digital systems support daily operations, member engagement, and compliance. You’ll walk through real systems, tackle a live risk scenario, and leave knowing how to keep data safe while keeping operations smooth.

• Golf management systems 
• CRM for clubs: Lightspeed, ClubView
• Health & safety requirements
• GDPR & member data use
• Live Demo #4: Golf club tech stack walkthrough + risk scenario drill

Assignment #9: Final Project – Strategic Golf Club Turnaround Plan
Bring everything together into a strategic turnaround plan, submitted as a slide deck or short paper plus a 5–10 minute video pitch. Use visuals and persuasive language to sell your vision.

Map out your career in golf club management. You’ll learn what qualifications matter, how to network like an insider, and how to shape a profile that gets recruiters calling. Plus, hear straight from an industry expert on what really opens doors in UK golf.

• Career pathways in the UK golf industry
• Key qualifications 
• Resume building & interview prep
• Networking strategies & industry associations
• Professional certifications & continuing education
• Guest Speaker: An industry insider on career paths & networking