Bold Media Agency, a leading creative and digital communications agency, has announced a new partnership with 59club UK, the industry’s leading customer service and performance management specialist, becoming its Media Partner.
Through this collaboration, Bold Media Agency will support 59club UK with its content strategy and video production, helping to showcase the exceptional service culture that 59club inspires across its extensive client network.
The partnership will also see Bold Media produce creative content for the 59club UK Annual Service Excellence Awards, capturing the achievements of some of the most respected golf and hospitality venues in the UK & Ireland. Additionally, Bold Media will assist in promoting 59club’s educational events and partner initiatives throughout the year.
Commenting on the new partnership, Will Hewitt, General Manager of 59club UK, said:
“Working with Bold Media feels like a natural fit for us at 59club. We both share a passion for telling real stories that celebrate the people and experiences shaping golf and hospitality. I’m excited to see how this partnership brings those stories to life.”
Bold Media Agency’s Director Dave Kennedy added:
“Partnering with 59club UK is a fantastic opportunity to work alongside an organisation that shares our dedication to raising standards and celebrating achievement. We look forward to bringing 59club’s story to life through powerful digital and visual content that resonates across the industry.”
59club UK currently works with more than 270 venues across the UK & Ireland, including Ballybunion, Conwy, The Celtic Collection, Foxhills, Gleneagles, Gullane, JCB Golf & Country Club, Mount Juliet, The Belfry, The Grove and The K Club.
For more information about Bold Media Agency and its creative media services, visit www.boldmediaagency.co.uk Further details on 59club UK and its award-winning performance management solutions can be found at www.59club.com.
Clubs have long prided themselves on their sense of community— yet when it comes to Food & Beverage, many still operate with a service mindset rather than a more hospitality centric approach. Members and guests are often served efficiently and politely, but the experience can feel transactional rather than personal. Functional yet not overly friendly.
Across the wider hospitality industry, in restaurants, cafes, and pubs, success comes not just from great food and drink, but from connection. Guests return because they feel recognised, welcomed, valued and ultimately looked after. The question for Clubs is ‘how can we bring more of that spirit into our own F&B operations?’
What the data tells us
59club mystery testing data highlights three key opportunities for improvement in F&B performance:
Engaging in Conversation
Courtesy Checks
Upselling
On average, only 35% of customers were engaged in conversation within F&B outlets(2025 59club industry average). In comparison, leading hospitality venues view conversation as a non-negotiable. It’s how relationships are built and importantly, it’s what keeps people coming back.
Courtesy checks (checking satisfaction during the meal) are carried out 52% of the time (59club industry average 2025), yet the top three venues worldwide do this 86% of the time. Each missed opportunity is missed feedback for the chef and the kitchen staff. How can they make effective tweaks and changes if nearly 50% of the time, no feedback is being actively sought?
When it comes to upselling, the contrast is even greater: the 59club industry average is 21%, while the best performers do this 100% of the time.
If an average golf club does 30,000 rounds of golf per year and a sales question (can I get you another coffee/would you like a side of fries) is asked 100%, think of the upside. If only 20% of people take you up on this, that’s 6,000 people, from the same number of customers. At a modest £3 per head, that could generate an additional £18,000 in revenue – enough to turn some clubs from a loss making F&B operation to a profit centre, arguably without adding additional costs.
What’s more, our data shows that once conversation is established, staff become nine times more likely to ask a sales-related question and far more likely to revisit the table later. In other words, conversation is the gateway to key to maximising the experience. Conversation builds rapport and rapport strengthens confidence across all fronts.
From transaction to experience
In a restaurant, the best members of staff don’t just take orders — they anticipate needs, offer suggestions, and create moments of delight. A barista doesn’t just make coffee — they greet regulars by name and ask about their weekend.
Club can adopt this same mindset. When a member of staff engages in friendly conversation on arrival, they’re setting the tone for the day. When they check in post-round or post work out, they are showing that they care, making the individual feel valued in the process. When they confidently recommend a special or an extra drink, they’re adding value, not pushing a sale. Selling through service, not the hard sell typically associated with the word ‘Upsell.’
Shifting to a hospitality mindset
To move from service to hospitality, Clubs must empower their teams to connect before they serve. Training, coaching, and measurement all play a role — but the mindset shift is the most important aspect.
Hospitality isn’t about doing more. It’s about being more intentional with every interaction.
Start with one change: make genuine conversation a standard part of every guest interaction. From there, upselling and courtesy checks will happen naturally, and your team will see the benefits — in revenue, member and guest satisfaction, and repeat visits.
Final thought
Clubs have a unique advantage. They already have community built into their DNA. The opportunity now is to unlock that potential through better hospitality.
At HMS, we assist golf clubs modernize the way they communicate with their players. Our innovative solutions — including the Digital Information Board & HCP Conversion Table, Club App, and Online Rental Manager — are already enhancing the player experience in nearly 30 countries worldwide. With our intuitive and easy-to-manage club management system, staff can save valuable time and focus on what matters most: delivering an exceptional experience for every player.
“In general, the solution has lifted our players experience just as we expected it to.”
Chris Williams, Secretary at Hillside GC
Discover Why Leading Golf Venues Choose HMS:
Visit the HMS website to see why some of the world’s most prestigious golf destinations — including Whistling Straits, Costa Navarino Resort, Emirates Golf Club, and The Els Club Vilamoura — rely on our solutions to elevate their operations and player experience.
In just three simple steps, you can explore everything you need to know about HMS. Our website makes it easy — clear, concise information presented alongside inspirational imagery.
NEW: Credit Card Storage in the Online Rental Manager
The Online Rental Manager is a cutting-edge solution designed to handle all your rentals in a fully paperless and GDPR-compliant way.
With the latest update, clubs can now securely store credit card information, allowing for quick and efficient handling of claiming misplacements or damages to your rentals — and even enabling direct payment of your rentals in advance.
It’s another step forward in making rental management smoother, smarter, and more secure for both clubs and players.
“I’d recommend the solution to any golf club that wants a more modern, professional and effortless system for handling rentals.”
Fraser Liston, Director of Golf at Forest of Arden
At HMS, delivering a top-quality experience to our clients is always our highest priority. That’s why we’re incredibly proud of the results of our latest customer survey — our clients rated us with a Net Promoter Score (NPS) higher than Apple and Porsche (63).
In addition, our customer service received an outstanding 9.1 out of 10, reflecting our ongoing commitment to excellence and client satisfaction.
“Customer service redefined – The HMS team truly stand out by offering excellent service coupled with innovative technology.” Margarete Dunst, Golf Business Executive Minthis Golf Club
✓ Free up staff resources to provide exceptional service
✓ And much more…
READY TO ENHANCE AND MODERNIZE YOUR PLAYER EXPERIENCE?
Contact Elias Knudsen at ek@howmanystrokes.com or +45 2121 9292 to discuss how the HMS solutions can benefit your members, visitors, and staff, while also receiving our price calculator.
Contact 59club UK
59club
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