After taking a gamble on a career change, Gareth Evans reflects on award recognition and the work transforming Mountain Ash.
Gareth Evans’ recognition as Welsh Club Manager of the Year at the Wales Golf Awards reflects a period of sustained progress at Mountain Ash Golf Club, where a clear vision and consistent decision-making have helped reshape the direction of a club operating within real constraints.
Since arriving following a career change a decade with Citizens Advice, Gareth has focused on strengthening the club’s long-term position, improving performance across key areas and redefining its role within the local community. The move into golf club management came with uncertainty, but it is one that has delivered clear results for both the individual and the club.
Changing career to become a GM was a step into the unknown to an extent, though he did have prior knowledge of the club as a long-serving member and have sat on the management committee for 10 years, as well as being captain in 2019-20.
“Changing career to become a golf club manager was a big gamble at the time, but I am really pleased with how it has worked out,” Gareth said. “We have had a positive year, made a lot of changes to the club which have future-proofed the place, and made sure we have learned from past mistakes. We are on the right foot, and there are lots of positives.”
That progress is reflected in measurable gains across membership, revenue and operational efficiency, with a clear focus on both growth and control helping to stabilise the club’s position.
“The highlight would be the level of cost savings, the amount of income generated and the number of new members. We brought in over 100 new members last year, our green fee income tripled through the course of a year, and savings were made across a number of areas by scrutinising contracts and keeping a much closer eye on expenditure.”
While those improvements underline the scale of change, a central part of Gareth’s approach has been focused on reshaping how the club connects with the community around it.
“Without a shadow of a doubt, it feels like a different place. We have held a number of community events, including Christmas events and a Halloween party, all at very low cost and with a focus on the community around us, particularly in an area that faces real challenges. It has become a place where people feel comfortable coming, they feel welcomed, and we have built a strong community culture.”
That shift has been supported by a willingness to look beyond the traditional golf model, drawing on ideas from other sectors to drive engagement and revenue.
“It was about increasing our presence, making sure people were aware of what we offer, inviting visitors back and introducing initiatives such as offers and loyalty schemes. A lot of it came from taking ideas from other industries such as hospitality and leisure and adapting them to work within our own model.”
Support from GCMA education has also played a role in that development, both in terms of practical learning and the connections made within the industry.
“I learned so much from the course I attended as part of the Advanced Management Programme, and it was also a valuable networking opportunity. Building relationships with other managers has already led to practical benefits for the club.”
Recognition at the Wales Golf Awards has provided a moment to reflect on what has been achieved, both personally and collectively.
“As far as professional achievements go, this is the highest and my proudest moment. I never in a million years would imagine that I would achieve Welsh Club Manager of the Year, especially with so many clubs involved, so it is something I am extremely proud of for both myself and the club.”
Despite that recognition, the focus remains firmly on what comes next, with an emphasis on maintaining momentum and continuing to build on the progress already made.
“We want to continue recruiting members and visitors, but also place a strong emphasis on retention. There are projects underway, including sustainability initiatives and plans to improve facilities, and there is still a lot of work to be done. I am not finished yet.”
