GCMA Teams Up with Promote People to Transform Golf Club Recruitment

20 May 2025

The Golf Club Managers Association (GCMA) and Promote People are delighted to announce a new strategic partnership aimed at elevating recruitment services for golf clubs across the UK.

This collaboration will enhance the current advertising and recruitment services offered by the GCMA. Improving the hiring process for golf clubs, ensuring they attract and retain top-tier talent. More importantly, finding the right talent for their specific needs in an increasingly competitive industry.

As staffing challenges continue to impact golf clubs nationwide, this partnership offers access to an upgraded recruitment platform and expert hiring support. Promote People, renowned for its expertise in recruitment solutions, will integrate its services with GCMA’s established recruitment framework. They will provide a higher-level recruitment experience, covering everything from job description development to a full, end-to-end hiring service. This enhanced approach will offer golf clubs a comprehensive recruitment solution tailored to the unique demands of club management.

“We’re delighted to be working with the team at Promote to deliver this fantastic service to the golf industry. Collectively, we have a responsibility to support Golf Clubs to recruit more effectively and, in turn, to help the workforce to identify the right career opportunities and environments to suit their professional and personal needs”

– Tom Brooke, GCMA CEO

Golf clubs will benefit from a more efficient hiring process and ongoing support to navigate staffing challenges. The collaboration underscores both organisations’ commitment to professional excellence and the long-term success of golf club management.

“We’re excited to partner with the GCMA in providing GCMA members and golf clubs with dedicated recruitment support and expert advice.”

– Richard Pilbury, Managing Partner, Promote People

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For media inquiries, please contact:

Mark Shanley
[email protected]
01275 391153

By Mark Shanley

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John Steele

John Steele is a former professional athlete, sports coach, Olympic Leader and is the Executive Director of Sport at Loughborough University. He has been Chief Executive across a range of sectors. Drawing on leadership experience of nine different Olympic and Paralympic Games (including the amazing events at the Rio Games), John reflects on the lessons from this unique period in British sport and relays his fascinating views on creating high performing teams.

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John moved into the corporate world, before he enjoyed an outstanding career as a professional rugby player achieving international honours. After his playing career, he turned his hand to coaching and achieved the highest accolade for a British club coach by winning the European Cup with Northampton Saints. He then became Executive Director on the Saints Board during a period of unprecedented growth, and served on the England Rugby Board during the successful world cup campaign of 2003. It was no surprise that John’s talents were called upon to drive through a change and modernisation programme as CEO of the Rugby Football Union – a challenge that became controversial and ended in his departure from the post after only a year, but with his dignity and professional pride intact.

Headhunted by UK Sport, John took up post as CEO the day before London won the 2012 Olympic bid – and this promising start was sustained as he embarked on developing the UK’s high performance sport system, which he led for a six-year period of unprecedented success through the Beijing and London Olympic and Paralympic Games.

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Dr Jo Salter MBE

Dr Jo Salter MBE is famed for becoming the first female fast jet pilot, having flown the Panavia Tornado ground attack aircraft during her services in the Royal Air Force. Joining the RAF aged 18, Jo has since taken Air Cadets into the skies as part of Air Experience Flights, become the Director of Global Transformative Leadership for PWC, and most recently become a Global Advisory of GenAI for PwC.

Jo has piloted flights in the Air Cadets Air Experience Flights and inspired countless budding armed service members to pioneer a male-dominated sector, having been the leader of an all-male squadron. Since leaving the military behind, Jo has established a strong business career working in roles such as Head of Technical Services for NetConnect, European Operations Manager for Automated Power Exchange and Managing Director of Saltin Ltd.

Having developed first-class expertise in leadership, analytical thinking and performing under pressure, Jo is now a highly sought-after public speaker to share stories from her time in the skies.

Jo is a passionate Trustee of The Royal Air Force Club and an Ambassador of the Global Angels charity, an organisation that gives communities around the world access to clean water, education, healthcare and encourages female and youth empowerment. Jo has also authored two books, titled Energy: 52 Ways to Fire Up Your Life and Become an Energy Angel and Energize: Spring Clean Your Mind and Body to Get Your Bounce Back Today and Every Day.

In recognition of her achievements throughout her career, Jo has also been named as one of the 50 Most Inspiring Women in the World by Harpers & Queen. She is now working as the Director of Global Transformation Leadership at PWC, after working in other roles such as Director of Risk Technology Strategy, Director Chief of Staff to Head of Technology & Investments and the Director of People & Organisations.

In 2022, Jo was invited personally by Tom Cruise to attend the premiere of Top Gun: Maverick. Most recently, Jo received an honorary doctorate of Arts from Bournemouth University.