David Shepherd, Chief Executive at The Wisley, will urge golf club leaders to resist short-term thinking and plan strategically to safeguard long-term prosperity.
Golf clubs are enjoying a period of relative strength in the post-Covid era. Memberships are buoyant, interest in the game is high, and many clubs are in healthier financial positions than they were five years ago. But, warns David Shepherd, Chief Executive at The Wisley, there is a risk that prosperity could encourage complacency rather than shrewd planning.
Shepherd will explore that idea in his Breakout Session at the 2025 Golf Club Management Conference, where he aims to challenge club leaders to look beyond the short-term fixes that can undermine long-term stability.
“Post-Covid, golf is in a really good place,” he explained. “But it would be really easy to just go back to making short-term decisions in golf clubs – not charging members what they need to pay, or putting off difficult investments. Our job as managers is to keep clubs in order and leave them in a better place than when we found them.”
The session will draw on examples that every general manager can recognise – moments when financial caution or political convenience takes precedence over strategic sense. Shepherd will share insights into how these patterns emerge and how managers can navigate the pressures that lead to them.
“The idea is to give examples of where we make short-term decisions and why,” he said. “Then it’s about offering a few tactics to help managers understand what they can do to prevent directors and committee members turning decisions into short-term ones.
“Most board members are only in place for a few years, so they naturally think within that window. Their decisions are often based on what can be achieved during their term, rather than what impact that decision might have in five, 10, or 20 years.”
It’s a challenge that cuts to the heart of the manager’s role. Shepherd argues that resisting the temptation to please in the moment requires courage and clarity.
“Everybody needs quick wins and some credit in the bank,” he acknowledged. “But you can get that credibility from smaller things – a well-run event or a great member experience. When it comes to the really important subjects, those aren’t the moments to chase a quick win. If you defer something that’s strategically vital, that’s what shortens your tenure as a manager.”
Shepherd cites communication as a vital component in any successful long-term strategy. Without clear, consistent dialogue between managers, boards, and members, even the best decisions can falter in execution or understanding.
“It starts with the relationship between the general manager and the chair,” he explained. “Getting those two people aligned on why something needs to happen is crucial. Then it’s about building understanding among the rest of the board or committee so everyone’s clear on the reasoning. If people understand the consequences of doing nothing, they’ll usually support the right decision.”
That kind of clear communication is especially critical as clubs face increasing external pressures, from rising costs and sustainability demands to regulatory change.
“Whether it’s water storage, irrigation, or a new clubhouse, it’s about getting ahead of the game,” said Shepherd. “You need to work out what you’ll need over the next 10 years, how you’ll fund it, and then explain it honestly to your board and membership. That’s how you do the right thing for your club.”
For those attending his session, Shepherd hopes the discussion will inspire both reflection and practical action.
“I want people to walk away being able to identify what short-term decisions look like in their own clubs,” he explained. “Many won’t even realise they’re making them because they believe they’re doing the right thing. Recognising those decisions – and knowing how to influence boards or committees to think long-term – is what I want delegates to take back to their desks.”
Future Ready
David Shepherd will be hosting a breakout session at the Golf Club Management Conference & Exhibition 2025. The event will bring together experts, thought leaders, and innovators to share practical insights, strategies, and solutions for the future of golf club management. Attendees can expect a dynamic programme of keynote speakers, panel discussions, interactive workshops, and an expanded exhibition showcasing the latest products and services in the sector.
