‘We hope you’re looking forward to Conference as much as we are’

With GCMA 2021 Conference starting this weekend, chief executive Tom Brooke outlines what is in store over a special three days at Wyboston Lakes Resort…

For myself and the team at HQ, it feels like it’s been a long time coming, but the Conference is now only a couple of days away. If you are going to be joining us there, we hope that you are looking forward to it as much as we are!

As I’m sure you know by now, we have three key themes for this year’s event, which we have very specifically selected knowing that each one is highly topical and relevant to Golf Club Management, and society as a whole, not only now but for the years ahead of us as well.

Sunday is going to be a hugely enjoyable and fun event, with some indoor golf activity, cocktail tasting and our two VIP Guest Speakers from the world of Golf – John Paramor and Catriona Matthew. What better way to kick start the event!

Onto Monday morning, with the theme of Wellbeing. We’re going to be focusing on helping you to develop a better understanding and awareness of your own wellbeing, as well as knowing how to better support the wellbeing of your teams and those around you, and how to build that into your leadership style.

A great mindset and good mental health is THE key to great leadership and a strong work and life balance, and we’re absolutely committed to supporting and promoting that within the golf industry and for you as individuals.


On Monday afternoon, we move on to the topic of Sustainability. Aside from the pandemic, this is probably the number one topic of conversation world wide right now, particularly with COP26 having taken place this week.

For the golf industry, we’ll be facing challenges involving agronomy, water usage and clubhouse utilities, all of which will come under increasing pressure in the years ahead. It’s absolutely critical that golf clubs and golf club managers understand how to build sustainable solutions into their long term business modelling, strategy and investment plans.

Following the Gala Dinner on Monday night, we’ll then spend Tuesday looking at the subject of Technology.

The sessions will focus on giving you up to date insights and expert knowledge on how to better integrate technology and technical solutions into your golf clubs; to enhance operations, improve customer experience, free up time for you and your teams to spend on front facing customer engagement and how to use systems and data to better understand your business and the opportunities in front of you.

After two action packed days of learning and information sharing, we’ll all be absolutely bursting with new ideas to take back to the workplace and for ourselves personally.


So, to help us channel our thoughts and focus our minds, we’ll be closing the conference with former Commonwealth and Olympic swimmer Chris Cook, with his keynote speech ‘Two Lengths’. It really is one not to be missed!

I’d also like to take this opportunity to thank our many exhibitors and business partners who are attending the event and very much looking forward to engaging with you. Particular thanks to our Conference Headline Partners – Fairway Credit, Rainbird and Under Armour, all huge supporters of our association.

On top of the many keynote speakers and breakout sessions, we’ve also got our GCMA Awards to present at the Gala Dinner on Monday night.

In my first year or so with the GCMA, one of the most enjoyable and rewarding experiences so far has been visiting the clubs and individuals that have been nominated for one of our awards. We really do have so many exceptionally talented, committed and inspiring people involved as members of the GCMA.

Let’s remember that our Conference is not only about learning and development, but also about reflecting on what we have all, individually and collectively, achieved over the past couple of years, take some time to enjoy the experience, socialise with friends and meet many new ones.

There’s still time to book for GCMA 2021 Conference at Wyboston Lakes Resort, staged from November 21 to 23. Check out the full programme, book your sessions, and get all the information you need by visiting our dedicated website here.

By GCMA Content Team

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