The GCMA is proud to announce a significant step forward in its mission to support golf club leadership across the UK, as Crown Golf Group commits to funding GCMA membership and professional development opportunities for its General Managers.
This collaboration marks an important milestone, not only in strengthening leadership within Crown Golf’s network of clubs, but also in the GCMA’s continued expansion into supporting proprietary golf groups alongside its established club-based membership.
We spoke to Crown Golf’s People Director, Karen Dunn, to learn more about the thinking behind the initiative, the value it will bring to their managers, and what this collaboration represents for the future of the industry.
A Strategic Investment in People
At the heart of Crown Golf’s decision lies a clear philosophy: its people are its greatest asset. As Karen Dunn, explains:
“At Crown Golf we strongly believe that our people are at the heart of our success. Supporting our General Managers in their ongoing professional development is a natural extension of that, ensuring they have the skills, confidence, and industry insight to lead their teams and clubs effectively in an evolving landscape.”
By investing in the ongoing professional development of its General Managers, the group is ensuring its leaders are equipped with the skills, confidence, and insight needed to navigate an evolving golf industry.
Building a Stronger Future Through Leadership
For Crown Golf, developing its managers is not just beneficial, it is essential.
“Investing in our managers is hugely important to us as a business,” adds Dunn. “Strong leadership drives performance, culture, and ultimately the experience we deliver to our members and guests. By prioritising development, we’re not only strengthening our current operations but also building a sustainable future for the business.”
By embedding professional development into its strategy, Crown Golf is ensuring its clubs remain competitive, resilient, and forward-thinking.
Raising Standards Across the Industry
The benefits of this initiative extend beyond Crown Golf’s own operations, contributing to the wider advancement of the golf industry.
“Initiatives like this bring real value, both internally and across the wider golf industry,” Dunn continues. “For our team, it creates a clear pathway for growth and encourages continuous learning. More broadly, it helps raise standards, promotes professionalism, and supports the long-term development of the industry as a whole.”
By aligning with the GCMA, Crown Golf is helping to promote best practice, strengthen leadership capabilities, and support the long-term evolution of golf club management.
Unlocking Opportunities Through GCMA Membership
Through GCMA membership and access to the Advanced Management Programme, Crown Golf’s General Managers will gain access to industry-leading resources and development opportunities.
“The opportunity to engage with the GCMA, including access to membership and the Advanced Management Programme, will provide our managers with recognised qualifications, fresh perspectives, and a strong professional network,” says Dunn. “These are invaluable tools that will enhance both their individual performance and the success of their clubs.”
GCMA Membership Services & Communications Manager Natalie McColl added: “On behalf of the entire GCMA, I would like to extend a warm welcome to our new members from the Crown Golf Group. We are thrilled to be working with Crown Golf to support the professional and personal development of their managers through membership and engagement with our advanced management programme.
This partnership reflects a strong alignment in our values, particularly our shared commitment to investing in people, developing talent, and advancing the profession to better serve the future of our industry.“
A Clear Message to Managers
For Crown Golf’s management team, this commitment sends a powerful message: their development matters. By investing in their growth, the organisation is reinforcing its commitment to supporting long-term careers, fostering talent, and creating an environment where managers feel valued and empowered.
“This initiative sends a very clear message to our managers, that we are fully committed to their development and long-term careers,” Dunn emphasises. “We want them to feel supported, valued, and empowered to grow with us.”
A Shared Vision
Looking ahead, Crown Golf is enthusiastic about the opportunities this collaboration will bring.
“What excites us most about working with the GCMA is their reputation within the industry, combined with their focus on professional excellence, makes them an ideal partner,” Dunn concludes. “Together, we’re creating meaningful opportunities for development that will benefit not just our managers, but the wider golf community.”
This commitment reflects a shared vision between the Golf Club Managers’ Association and Crown Golf Group, one centred on elevating standards, investing in people, and shaping the future of golf club management. By working collaboratively, both organisations are committed to creating lasting impact across the industry, supporting today’s leaders while developing those of tomorrow.
By Mark Shanley
