Motion:
That the name of the Golf Club Managers Association be changed to Golf Club Management Association.
Date: 30 April
Proposed by: Ed Richardson
Seconded by: Scott Clark
Rationale for the Proposed Name Change
Executive Summary
As the golf industry evolves, the organisations that represent and support its professional workforce must evolve alongside it. Indeed, in 2007, the Association changed its name from the Association of Golf Club Secretaries, in order to better represent the evolving role of the profession as it was 20 years ago. This proposed change today, from Golf Club Managers Association to Golf Club Management Association is a continuation of this process. The name change seeks to reflect the modern structure of the industry, broadens the Association’s appeal, and positions it more strongly for sustainable future growth.
This proposed change is not cosmetic; it is strategic.
The current name can unintentionally suggest that membership is restricted solely to individuals holding the title “Club Manager” (or similar), often within traditional member-owned clubs. While those professionals remain at the heart of the Association, the reality of modern golf club leadership is far broader.
Adopting the name Golf Club Management Association signals a professional body representing the wider discipline of golf club management, rather than a single job title. It creates a clearer and more inclusive identity for the profession and supports the Association’s ambition to grow, diversify and strengthen its membership base.
Reflecting the Modern Golf Industry
The structure of golf club leadership has evolved significantly. Today’s management teams often include roles such as:
- Deputy or Assistant Managers
- Operations Managers
- Department Heads
- Multi-site management professionals
- Leadership teams within proprietary and corporate operators
The proposed name change acknowledges this reality. By focusing on the discipline of management, the Association becomes more inclusive of the full professional ecosystem that contributes to the effective leadership of golf clubs.
This broader positioning will allow the Association to engage with areas of the golf club management sector that it has historically found difficult to attract.
Continuing to Support Full Members
This proposal does not diminish the importance of the Association’s traditional membership base. Those holding senior club management positions will continue to be recognised as the very heart of the Association, held with the highest regard and supported through:
- The continuation of premium, Full Membership status
- Continuation of exclusive benefits available only to Full Members
- Continued access to exclusive networking opportunities, including regional meetings
- Exclusive eligibility for GCMA Accreditation Levels 1–3
The role of Club Manager / General Manager / Secretary will remain central to the Association’s identity and leadership.
Representing a Profession, Not Just a Job Title
The term management represents a profession and a discipline rather than a single role.
It communicates:
- Professional knowledge and expertise
- Career pathways and progression
- Education and professional development
- A community of practice for current and future leaders
By adopting this terminology, the Association strengthens its position as the professional home for individuals working within golf club leadership at all stages of their careers.
This approach also supports long-term succession planning by creating a clearer pathway for aspiring professionals who may not yet hold the title of Club Manager but are actively developing towards it.
Aligning with Modern Professional Bodies
Across many industries, professional associations increasingly represent disciplines rather than specific job titles.
Positioning the Association around the concept of golf club management reinforces its role as:
- A professional standards body
- A provider of education and accreditation
- A centre for professional development
- A voice for the profession within the wider golf industry
This subtle but meaningful shift strengthens the Association’s credibility with stakeholders, industry partners, sponsors, and external organisations.
Reflecting the Evolution of the Association
In recent years, the Association has significantly developed its offering to members. Education programmes and member benefits now support a broader range of professionals within the golf club management sector.
These services increasingly cater for:
- Established club leaders
- Emerging managers and aspiring professionals
- Individuals progressing through management career pathways
The proposed name change ensures that the Association’s identity accurately reflects the breadth of these services and the audiences they serve.
Strengthening the Future
Renaming the Golf Club Managers Association to the Golf Club Management Association is not about abandoning tradition.
It is about ensuring the Association remains relevant, inclusive and positioned for long-term growth.
A name built around a profession rather than a job title provides greater flexibility, resilience and relevance as the golf industry continues to evolve.
It enables the Association to represent not only today’s leaders, but also the next generation of professionals who will shape the future of golf club management.
Recommendation
Members are encouraged to vote in favour of the proposed motion to rename the Association to the Golf Club Management Association, supporting a modern, inclusive and forward-looking identity for the profession.
This motion is to be voted upon at the 2026 AGM, with proxy voting forms to be available to those unable to attend.
We are seeking member feedback and input beforehand. If any member would like to discuss the proposal further or ask any questions, they are welcome to contact either GCMA National Chair, Ed Richardson [email protected] or CEO Tom Brooke [email protected] to arrange a call.
By Mark Shanley
