City of Newcastle Golf Club’s Fern Snailham has been shortlisted for Best Newcomer at the GCMA Awards – recognition of a dynamic first chapter in club management.
When Fern Snailham arrived at City of Newcastle Golf Club, she brought with her a wealth of business management experience – but not a background in golf. What she did have, though, was a clear vision for change, a focus on people, and the determination to help a historic members’ club evolve for the future.
Her leadership since taking on the General Manager role has been marked by modernisation and growth. From introducing new technology systems and diversifying income streams to building a positive, engaged team culture, Fern has helped transform both the club’s operations and its outlook.
That progress has now been recognised on a national stage, with Fern named among the finalists in the Best Newcomer category at the GCMA Awards. The nomination reflects both her personal development and the success of the wider team in embracing change.
For Fern, the recognition carries particular meaning. Having come from outside the golf industry, she sees it as validation of her people-first approach and the collaborative spirit that drives the club forward.
In this Q&A, she reflects on her journey into golf club management, the challenges and achievements of her tenure so far, and what it means to be part of a thriving, forward-thinking club community.
What does this nomination mean to you?
It’s an incredible honour to be recognised alongside so many talented professionals. To reach the final in the Best Newcomer category is a real validation of the hard work and passion I’ve put into helping the City of Newcastle Golf Club evolve. Coming from outside the golf world and never having played the game myself, this recognition means even more – it reflects not only my personal journey but also the collective effort of our team and the support of our members who have embraced positive change.
What was your first priority when you took the role?
My immediate priority was to listen to the members, the staff, and the committee, and to truly understand the heartbeat of the club. From there, I focused on stabilising our operations and improving financial transparency. I wanted to build trust, set clear goals, and create a shared vision that everyone could get behind.
What are the biggest challenges you’ve had to overcome?
Balancing modernisation with tradition has been a key challenge. Golf clubs have strong identities and long-standing cultures, so introducing change with new systems, income streams and ways of working requires sensitivity and communication.
You have overseen some impressive improvements in the club’s finances – which achievements are you most proud of in this regard?
I’m most proud of strengthening the club’s financial stability and laying the groundwork for long-term sustainability. By introducing tighter financial controls and diversifying income through events and partnerships, we’ve built a more resilient model. Seeing real growth from implemented change has been incredibly rewarding.
There have also been improvements on the course – what has the feedback been from members?
Feedback has been positive. Members are proud of how the course both looks and plays, and visitors frequently remark on its outstanding quality. Our greens team have done an exceptional job improving playability while preserving the natural character that makes City of Newcastle Golf Club so special.
You have modernised operations – which systems or software choices have proven the most game-changing?
Modernising operations has been a major focus. We’ve introduced AI tools to automate routine tasks and improve efficiency, implemented Breathe, a new HR system to streamline people management, and moved to a cloud-based ClubV1 platform for seamless operations across departments. In addition, adopting marketing systems has transformed how we communicate with members and promote the club’s activities. Together, these changes have saved time, improved accuracy, and allowed the team to focus more on delivering value to members.
How would you sum up your management style?
I would describe my leadership style as collaborative, people-centered, and solutions-driven. I believe in empowering the team by giving them ownership of their roles and encouraging open, honest communication. I set clear expectations while valuing creativity and initiative. Ultimately, success in a club environment is built on strong relationships – with staff, committees, members, and the wider community.
How would you describe the team culture?
Positive, supportive, and ambitious. We’ve built a culture where everyone feels valued and part of something bigger. There’s a real sense of pride in what we do and a shared drive to make the club the best it can be. We celebrate success together and always look for ways to improve.
Membership is booming – what would your top three tips be to any GM looking to boost their membership?
1. Know your audience – Understand who your potential members are and tailor your offering to meet their needs.
2. Focus on experience – From the first enquiry to their first round, every touchpoint should feel welcoming and professional.
3. Communicate and engage – Regular, transparent communication keeps members connected and helps create advocates for your club.
What are your main goals for 2026?
Our focus is on continued growth and sustainability. We’re planning further course development, ongoing digital transformation, and initiatives to attract more women and juniors to the game. Ultimately, I want to ensure City of Newcastle Golf Club remains one of the most vibrant and forward-thinking member clubs in the North East.
What would it mean to you to win the award?
It would be an amazing moment, not just for me, but for the whole team and membership. It would recognise how far we’ve come in such a short time and celebrate the collective spirit that makes this club special. Regardless of the outcome, being recognised by the GCMA is already a huge achievement and a reminder of why I love what I do.
GCMA Awards 2025
The winners will be crowned at the Gala Dinner during the Golf Club Management Conference & Exhibition on 17th November 2025 at Cotswold Water Park, Wiltshire. It promises to be a memorable evening of celebration, reflecting the vital role golf club managers and their teams play in the growth and success of the game.
