Why it’s all a matter of perception

In the latest of our columns where GCMA members address industry issues, Golf Transition Management's Phil Grice explains the component system that allows club management teams to understand where they can improve To the outside world golf is a game where posh people hit a ball, with a stick, into a hole, and a golf club is a one-dimensional location, that is repeated across the world.  In their eyes it looks complicated and expensive and not worth their time. It explains why these outsiders have yet to pick up these sticks and hit balls into those holes.  Little do they know of what lies beneath the surface. This extends to many casual players as well who are not fully aware of the systems and politics behind the structure of all golf clubs. The difference between ‘Private Members Clubs’ and ‘Proprietary Clubs’ couldn’t be more diverse. One has the ability to be agile and adapt to global demands and trends, the other is far more rigid and requires the full agreement of experienced and all-knowing board/committee to find suitable solutions to move a club forward at the right time. Yet, what many don’t seem to recognise is the subtlety in approaches needed to make each of these models thrive. To develop plans effectively for these clubs it is about understanding the perspective from you which approach their problems and influence positive outcomes. At Golf Transition Management, we have spent the last two years developing our narrative and building management development courses for golf clubs across the country. Our team's 30-plus years of experience working with and within both golf club types enables us to fully understand the intricacies required in development strategic development plans. We have developed a 12 Component system that objectively breaks down the structure of any golf club and allows close analysis and further scrutiny to help management teams understand how and where they can improve and evolve their approaches to suit the needs of their clubs and members. To understand the perspective with which to view your own club, we have created two illustrations which have successful enabled many industry professionals to view their club differently and with strategic focus. The first is the ‘Sliceberg’ model, which enables clubs to understand the 12 components of their clubs but from the perspective of a member. The second is the ‘Engine Cogs’ model that enables clubs to understand the 12 interconnected components, from an influence perspective. Each model gives clarity to club management when approaching the development problems and solutions. The Sliceberg The ‘Sliceberg’ is a representation of the 12 components of a golf club from the perspective of members. Above the surface are all the public facing components that are seen and experienced by members. These subjective and controllable elements can easily be examined and improved. They are the essence of your club and are critical in improving the reputation of your golf club and building its overall brand value. Below the surface are all the components which...
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