As golf clubs continue to navigate an increasingly complex operating environment, the role of the General Manager has never been broader. Beyond overseeing day-to-day operations, today’s GMs are also custodians talent development and long-term team sustainability. Here’s how you can support your teams’ development this year.
In today’s golf club environment, success is increasingly defined by the strength of the team behind the operation. Facilities, investment and strategy all play a role, but it is people who deliver the member experience, drive standards and ensure continuity year after year. For General Managers, developing team members is no longer a “nice to have”; it is a fundamental part of leading a sustainable club.
The clubs that thrive in 2026 will be those that identify potential early and actively support professional development. Investing in education, confidence and career pathways not only improves day-to-day performance, but also strengthens retention, succession planning and organisational resilience.
By creating clear development opportunities, General Managers send a powerful message: that ambition is recognised, learning is valued, and progression is possible within the club. The GCMA looks to play a key role in supporting this approach, offering structured education and career development programmes that allow GMs to nurture talent, build future leaders and safeguard the long-term success of their clubs.
Principles of Golf Club Management: Investing in Strong Foundations
For team members taking their first steps into management, or those with potential to progress – the Principles of Golf Club Management course remains one of the most valuable development tools available to clubs.
Designed for new entrants to the industry and aspiring managers, the course offers a comprehensive introduction to the realities of golf club management. It equips delegates with a broad understanding of how a club operates as a business, covering key areas such as:
- Club governance, compliance and legal responsibilities
- Financial awareness, budgeting and commercial decision-making
- People management, leadership and communication
- Core operational areas including golf operations, food and beverage, and marketing
Delegates return with improved confidence, a stronger appreciation of the “big picture”, and a better understanding of how their role contributes to the wider objectives of the club.
ASPIRE: Career Development Tailored to Aspiring Managers
While formal education provides essential knowledge, professional growth also requires ongoing guidance, reflection and support. This is where the GCMA’s ASPIRE programme plays a vital role.
ASPIRE is designed to support those at the early stages of their management career, offering a flexible blend of learning, mentoring and career planning. For General Managers, it provides a structured framework to help promising team members grow without needing to leave the club to find development elsewhere.
The GCMA ASPIRE: Career Development Programme offers:
- Career development webinars: interactive sessions on contemporary topics such as building effective teams, strategic planning and wellbeing in the workplace – all designed to build practical skills and confidence.
- In-person events and workshops: regionally located opportunities to learn from seasoned managers and industry experts, with a focus on real-world application and peer connection.
- 1-to-1 career pathway support: personalised sessions with GCMA professional development staff to help define goals, map career routes, and prepare for future opportunities.
- Tailored support for accreditation and further education: guidance on progressing towards GCMA Accreditation and access to member-rate entry on other education programmes like the Principles course or the Advanced Management Programme.
By encouraging participation in ASPIRE, GMs can help team members build confidence, broaden their perspective and feel supported as they prepare for greater responsibility. The focus on tailored development and reflective learning makes it a powerful complement to formal qualifications, especially for early-career professionals navigating their path in a competitive industry.
A Strategic Approach to Team Development in 2026
The most successful clubs recognise that developing people is a strategic priority, not an optional extra. By integrating GCMA education and career development opportunities into performance reviews, succession planning and staff development conversations, General Managers can create clear pathways for progression within their clubs.
Supporting staff through programmes such as the Principles of Golf Club Management course and ASPIRE allows clubs to:
- Demonstrate commitment to professional standards and staff wellbeing
- Build a stronger internal talent pipeline
- Reduce recruitment risk and costs
- Improve leadership capability at all levels
Looking Ahead
As the industry continues to evolve, the expectations placed on golf club managers will only increase. In 2026, General Managers have an opportunity to lead not just operationally, but developmentally – shaping confident, capable professionals who are ready to take the club forward.
The GCMA’s education and career development framework provides trusted, industry-specific tools to support that journey. By encouraging and enabling your team to engage with these programmes, you are investing not only in individual careers, but in the long-term strength and resilience of your club.
By Mark Shanley
