Leading golf practice equipment specialist joins forces with customer service and performance management experts
Huxley Golf, the UK’s leading manufacturer of premium golf practice equipment, has announced a new partnership with 59club UK, the industry’s leading customer service and performance management specialist.
The partnership brings together two organisations with a shared commitment to helping golf clubs and facilities enhance the experience they deliver to members and visitors. Through the collaboration, Huxley Golf and 59club UK will work together on a range of initiatives designed to support venues in delivering excellence both on and off the course.
Additionally, Huxley Golf will sponsor a prestigious category at the 59club UK Annual Service Excellence Awards Ceremony and will collaborate with 59club UK throughout the year to support educational and industry engagement opportunities.
Commenting on the new partnership, Will Hewitt, General Manager of 59club UK, said:
“We are delighted to welcome Huxley Golf as a strategic partner. Their reputation for designing and manufacturing world-class practice facilities is second to none, and their commitment to helping clubs continually improve aligns perfectly with our own mission. We look forward to working together to provide even greater value to golf facilities across the UK and Ireland.”
Katie Duke, Business Development Manager at Huxley Golf, added:
“We’re delighted to be partnering with 59club UK. At Huxley Golf, we’re passionate about helping golf clubs deliver the very best playing and practice environments, and 59club UK’s dedication to improving performance and customer experience makes them a natural partner. Together, our shared commitment to excellence, innovation and supporting the success of golf facilities will help clubs enhance both their facilities and the overall member and visitor experience. We’re excited about what this partnership will bring to the industry.”
59club UK currently works with more than 270 venues across the UK & Ireland, including Ballybunion, Conwy, Celtic Manor, Foxhills, Gleneagles, Gullane, JCB Golf & Country Club, Royal Dornoch, St George’s Hill, The Belfry, The Grove, The K Club and Wentworth.
For more than 30 years, Huxley Golf has been trusted by golf clubs, resorts, driving ranges and private clients around the world to design and manufacture premium all-weather golf practice facilities. From championship clubs to home installations, its innovative products help golfers practice year-round while supporting venues in enhancing their coaching and practice offering. For more information about Huxley Golf and its range of premium golf practice solutions, visit www.huxleygolf.com.
Golf technology specialist joins 59club UK&I partner programme to help clubs optimise operations, increase revenue and enhance the player experience
Qondor, a B2B golf technology company specialising in golf operations, has announced a strategic partnership with 59club UK&I, the leading customer service and performance management specialist in the golf and hospitality industry.
This partnership marks a significant step in bringing real-time operational management into the core performance standards of golf clubs across the UK and Ireland. As part of the collaboration, Qondor’s solutions will be made available across the 59club UK&I network, which includes more than 270 venues. The UK&I market, one of the most mature and competitive in global golf, represents a key strategic focus for Qondor’s international expansion.
Solutions designed to deliver immediate value
Qondor’s solutions address three of the most critical operational challenges in golf: pace of play, cart fleet management, and member no-shows. Designed to be deployed within just a few days, they are simple to implement and use, allowing clubs to generate value almost immediately without disrupting existing operations. Depending on club size and utilisation, they can generate several tens of thousands of pounds in additional annual revenue, while significantly improving operational efficiency.
Since 2021, Qondor’s pace of play system for walking golfers has reduced round times by an average of over 20 minutes across its client base, while decreasing on-course staff interventions by 70%. Its cart fleet management module enables clubs to turn their cart fleet into a true revenue driver: optimising utilisation, extending asset lifespan, and generating additional revenue, notably through scan-to-ride keyless access, where players simply scan a QR code at the buggy to pay and go. Qondor’s automatic no-show detection system has reduced member no-shows by an average of 17%, while identifying members starting their round without a reservation.
In many cases, this effectively creates new revenue streams without additional investment or staffing.
Qondor will participate in 59club UK&I’s educational roadshow events throughout the year, sharing best practices in golf operations and technology. By combining 59club’s performance expertise with Qondor’s real-time operational data, clubs can move from analysis to immediate on-course action. The partnership also includes brand presence across 59club UK&I’s marketing channels, website, and performance platforms, as well as participation in the 59club UK&I Annual Service Excellence Awards Ceremony.
Commenting on the partnership, Antoine Durand, Co-Founder of Qondor, said: “Fleet management, pace of play, no-shows: these are problems that every golf operations manager deals with, and they consume a disproportionate amount of time and energy. Qondor was built to replace guesswork with real-time, actionable data, enabling teams to move from reactive to proactive, so they can focus on what actually matters: keeping golfers coming back. Golf clubs don’t lack data, they lack actionable insights. Through this partnership with 59club, we connect operational performance with industry standards, enabling clubs not just to measure, but to improve.”
James Ibbetson, General Manager of 59club UK & Ireland, added: “We’re delighted to be partnering with Qondor, a collaboration that reflects our shared commitment to elevating the overall customer experience across the golf industry. Pace of play remains one of the most significant factors in shaping a golfer’s enjoyment and perception of a facility – an area where meaningful improvements can have a lasting impact.
By embracing innovative technology, golf operators are now better equipped to monitor, understand, and proactively manage on-course flow. This not only enhances the experience for golfers through more consistent and enjoyable rounds, but also enables teams to work smarter, freeing up time and resources in the process.
At 59club UK&I, we see this partnership as an exciting step forward in helping venues deliver more efficient, data-driven, and customer-focused experiences, helping to further raise the bar across the industry.”
Qondor currently serves over 60 golf clubs across more than 10 countries. 59club supports more than 270 venues across the UK & Ireland.
For more information about Qondor, visit www.qondor.golf. Further details on 59club UK can be found at www.59club.com.
T3C Group Ltd, a leading UK Cloud, managed IT and cyber services provider, has announced a new partnership with 59club UK&I, the industry’s leading customer service and performance management specialist, becoming its technology services partner.
Through this collaboration, T3C Group will support 59club UK with managed IT services and a people-focused cyber security programme designed to strengthen everyday security behaviours across the organisation.
Rather than relying on one-off awareness sessions, the programme provides structured, ongoing cyber education for staff, realistic simulated threat scenarios and clear, measurable reporting. This enables 59club UK to understand how its teams respond to modern risks such as phishing, social engineering and account compromise, and to continuously improve its security culture over time.
Alongside this, T3C Group will provide managed IT support and service management to help ensure 59club UK’s technology environment remains reliable and well supported as the organisation continues to grow its education programmes, partner initiatives and industry events.
Commenting on the new partnership, James Ibbetson, General Manager of 59club UK&I, said:
“We place huge importance on professionalism, consistency and high standards across everything we do at 59club. Working with T3C Group allows us to strengthen how our people understand and manage cyber risk, while also ensuring our day-to-day technology is properly supported as the business continues to grow.”
David Cusworth, Chief Executive Officer at T3C Group, added:
“Cyber resilience is ultimately about people, not just technology. Our work with 59club UK&I focuses on helping their teams recognise real-world threats, build safer habits and understand risk in a practical, measurable way. Combined with dependable managed IT support, this creates a strong and sustainable foundation for the organisation as it continues to expand.”
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 T3C Group and its managed IT and cyber services, visit www.t3cgroup.co.uk.
Further details on 59club UK and its award-winning performance management solutions can be found at www.59club.com.
The golf, leisure, and hospitality industry came together to celebrate excellence at the 59club UK & Ireland Service Excellence Awards, hosted at the prestigious Celtic Manor Resort on 26 March 2026.
Recognising the venues and individuals who have delivered exceptional service standards over the past year, the awards once again highlighted the very best performers across the UK and Ireland.
Mount Juliet Estate emerged as the standout performer of the evening, securing four individual awards and earning the coveted title of Ultimate Golf Resort. Their success reflects a continued commitment to delivering world-class facilities and outstanding guest experiences.
Ballybunion Golf Club reinforced its position as one of the finest members’ clubs in the region, retaining the title of Ultimate Members’ Club for an impressive third consecutive year — a testament to its consistency and dedication to excellence.
Eden Hall also celebrated a remarkable achievement, securing Spa Experience of the Year for the third year in a row, completing a hat-trick of wins and demonstrating sustained leadership in the wellness and spa sector.
Individual excellence was also recognised on the night. Matt Aplin of Goring & Streatley Golf Club received his eighth consecutive nomination for Greenkeeper of the Year, an extraordinary reflection of his ongoing contribution to course quality and presentation. Meanwhile, Glenn McNaughton of Long Ashton Golf Club continued his exceptional run of success, being named Food & Beverage Manager of the Year for the seventh consecutive year.
The evening concluded with the presentation of 59club’s prestigious Bronze, Silver, and Gold Flag Awards, recognising venues that consistently delivered outstanding service standards and first-class facilities to their members and guests throughout 2025.
Based on 59club’s independent mystery shopper programme, the awards remain a benchmark for excellence across the industry, celebrating those who continue to raise the bar in customer experience.
The 2026 ceremony once again underscored the passion, professionalism, and innovation driving the sector forward, with winners and nominees alike setting new standards for service excellence.
Food & Beverage Manager of the Year
Green-fees Over £160: Eddie Devane (Mount Juliet Estate
Green-fees Between £75-£159: Glenn McNaughton (Long Ashton)
Green-fees Less than £74: F&B Team (Knebworth GC)
Retail Manager of the Year
Green-fees Over £160: Martin Robinson (Brocket Hall)
Green-fees Between £75-£159: Daniel Field (East Herts GC)
Green-fees Less than £74: Giuseppe Licata (Filton GC)
Greenkeeper of the Year
Green-fees Over £160: Angus Macleod (The Belfry – Brabazon), John Bambury (Ballybunion GC)
Green-fees Between £75-£159: Mike Bush (St Mellion Estate)
Green-fees Less than £74: Matt Aplin (Goring & Streatley GC)
Golf Operations Team of the Year
Green-fees Over £160: Mount Juliet Estate
Green-fees Between £75-£159: Rockliffe Hall
Green-fees Less than £74: Knebworth GC
Golf Manager of the Year
Green-fees Over £160: Matt Sandercock (Mount Juliet Estate)
Green-fees Between £75-£159: Tom West (Rockliffe Hall)
Green-fees Less than £74: Mark Bierton (Knebworth GC)
Leading Individual Golf Membership Sales Performance
Philomena Wilkinson (Forest of Arden)
Golf Membership Sales Team of the Year
Branston Golf & Country Club
Leading Individual Leisure Membership Sales Performance
Megan Davey (Celtic Manor Resort)
Leisure Membership Sales Team of the Year
Branston Golf & Country Club
Leading Individual Corporate Sales Performance
Alice Kozlowski (formerly of The Grove)
Leading Individual Corporate Sales Call Performance
Conor Reid (Mount Juliet Estate)
Leading Spa Experience
Eden Hall
Leading Health Club Experience
The Warwickshire
Bronze Flag Resorts
Old Thorns Hotel & Resort; The Machrie
Silver Flag Resorts
Barnham Broom; Belton Woods Hotel, Spa & Golf Resort; Bowood Hotel, Spa & Golf Resort; China Fleet Country Club; Dunston Hall Hotel, Spa & Golf Resort; Mottram Hall; St Mellion Estate; The Vale Resort; Wychwood Park
Gold Flag Resorts
Carton House; Celtic Manor Resort; Fairmont St Andrews; Forest of Arden; Foxhills Club & Resort; Gleneagles; Mount Juliet Estate; Rockliffe Hall; The Belfry Hotel & Resort; The Grove; The K Club; The Mere Resort & Spa
Bronze Flag Members’ Club
Benton Hall Golf & Country Club; Bognor Regis Golf Club; Burnley Leisure & Culture – Towneley Golf Course; Chartham Park Golf & Country Club; Chesfield Downs Golf & Country Club; Coventry Golf Club; Crane Valley Golf Club; Farleigh Golf Club; Filton Golf Club; Greetham Valley Golf & Country Club; Guildford Golf Club; Leamington & County Golf Club; Lichfield Golf and Country Club; Newcastle Under Lyme Golf Club; Nizels Golf & Country Club; North Foreland Golf Club; Royal Wimbledon Golf Club; Stratford-on-Avon Golf Club; The Astbury Golf Lodge & Resort; The Club at High Legh Park; The Essex Golf & Country Club; The Heron Country Club; The Hertfordshire Golf & Country Club; The Nottinghamshire Golf & Country Club; The Tytherington Club; Windlesham Golf Club
Silver Flag Members’ Club
Alnmouth Golf Club; Branston Golf & Country Club; Clandon Regis Golf Club; East Herts Golf Club; Enville Golf Club; Essendon Country Club; Gailes Links Golf Club; Goring & Streatley Golf Club; Goswick Golf Club; Hesketh Golf Club; Heswall Golf Club; Hindhead Golf Club; La Moye Golf Club; Matlock Golf Club; Newport Golf Club; Pannal Golf Club; Seapoint Golf Links; St Enodoc Golf Club; Stockport Golf Club; Stirling Golf Club; Stoneham Golf Club; Teignmouth Golf Club; The Club at Cams Hall Estate; Woodbury Park
Gold Flag Members’ Club
Ballybunion Golf Club; Brocket Hall; Castle Royle; Conwy Golf Club; County Louth Golf Club; Crail Golfing Society; Dunbar Golf Club; Edgbaston Golf Club; Frilford Heath Golf Club; Golf At Goodwood; Gullane Golf Club; Hanbury Manor Marriott Hotel & Country Club; Harpenden Golf Club; Hickleton Golf Club; JCB Golf & Country Club; Knebworth Golf Club; Ladybank Golf Club; London Golf Club; Long Ashton Golf Club; Moor Park Golf Club; Panmure Golf Club; Portstewart Golf Club; Richmond Golf Club; Rotherham Golf Club; Royal Cinque Ports Golf Club; Royal Dublin Golf Club; The Royal Automobile Club; The Warwickshire; Witney Lakes Resort; Woodhall Spa
59club UK & Ireland is delighted to announce the promotion of Alice Cox-Cooper to Account Director and James Ibbetson to General Manager, reflecting the continued growth and success of the business in the region.
Alice and James will join the senior management team alongside Managing Director Will Hewitt, directors Andy Etherington and Matt Roberts, and Craig Boland, who leads the company’s 18-sport division. Their promotions come as 59club UK & Ireland expands its operations, now supporting over 300 partner venues across the region.
Alice has been instrumental in strengthening client relationships and driving strategic initiatives, ensuring partner venues receive exceptional service and support. In her new role as Account Director, Alice will oversee key accounts and lead the team in delivering innovative solutions for 59club’s expanding client base.
James’ promotion to General Manager recognizes his leadership in operational excellence. Since joining the business 3 years ago, James has led the significant growth of 59club in the southern region and has been instrumental in the development of the 59club partnership and events programme, creating valuable education and networking opportunities for hundreds of hospitality professionals. James will be responsible for overseeing a number of key initiatives across the UK and Ireland, ensuring consistent delivery of 59club’s renowned services and supporting continued business growth.
Will Hewitt, Managing Director, commented: “Alice and James have demonstrated exceptional leadership, vision, and commitment to our business. Their promotions are well-deserved and will be pivotal as we continue to grow our presence and support for golf venues across the UK and Ireland.”
These appointments mark a significant milestone in 59club’s ongoing development, strengthening the senior management team and reinforcing the company’s commitment to delivering excellence to its growing network of partners.
59club UK has announced a new three-year partnership with Fore Group, bringing together service excellence and golf technology expertise to further support clubs across the region.
Recognised for its industry-leading benchmarking, education, and performance programmes, 59club UK works with golf facilities to raise service standards, drive measurable improvement and enhance the overall member and visitor experience.
This new partnership introduces Fore Group as a technology specialist within the 59club UK network. With established roots in the global golf industry, Fore Group supports golf facilities in designing, implementing, and managing software systems that power their day-to-day operations. The goal is simple: to build tailored, connected systems that evolve with the needs of each club, enabling teams to operate efficiently and deliver consistently strong experiences.
“Service excellence and operational excellence go hand in hand,” says Cameron Probert, CEO at Fore Group. “59club UK works with clubs who are serious about raising standards. We’re looking forward to supporting those facilities by ensuring the technology behind the scenes strengthens – rather than hinders – the experience they’re working so hard to deliver.”
Through the partnership, Fore Group will engage with the 59club UK community at industry events, golf networking days and education sessions across the UK, sharing practical insight into how clubs can simplify their software systems, improve visibility across the business and operate with greater confidence.
Together, 59club UK and Fore Group aim to provide clubs with a powerful combination: clear performance insight and service benchmarking, supported by robust, well-integrated software systems.
To learn more about 59club UK’s programmes and events, visit www.59clubuk.com. Further information about Fore Group’s work with golf facilities can be found at www.foregroup.com.
59club has announced the nominees for its 2026 UK & Ireland Service Excellence Awards, recognising outstanding customer service across the UK golf industry.
The awards ceremony will take place on 26 March 2026 at the Celtic Manor Resort, bringing together leading golf clubs, resorts and industry professionals from across the UK and Ireland.
Widely regarded as the benchmark for customer service performance within golf, the 59club Service Excellence Awards are based on independent mystery shopping data and in-depth performance analysis. Nominees are selected for their consistent delivery of exceptional service standards across the entire golfer journey, from first enquiry to post-visit engagement.
With a diverse range of operators, 59club continue to reflect the best performances regardless of a venue’s size, scale or profile, with 5 of the headline awards being segmented in to categories based on the green fee being advertised.
The 2026 nominees represent the highest-performing clubs and individuals within the UK golf sector, demonstrating professionalism, attention to detail and a clear commitment to enhancing member and visitor experiences in a competitive marketplace.
Will Hewitt, General Manager of 59club UK & I said: “These awards celebrate those within the golf industry who consistently set the standard for service excellence. To be nominated from a portfolio of over 260 venues is a significant achievement, and we look forward to recognising the success of this year’s nominees at Celtic Manor in March.”
Award Nominees 2026
Food & Beverage Manager of the Year
Green-fees Over £160: Craig McKinley (Panmure GC), Dan Tubbs (Brocket Hall), Eddie Devane (Mount Juliet Estate), Kevin Canavan (Royal Dublin GC), Nerijus Zakarevicius (Gleneagles)
Green-fees Between £75-£159: Chris Lee (East Herts GC), Diego Pirastru (Castle Royle), Glenn McNaughton (Long Ashton), Keeley Thompson (Rotherham GC), Lewis Norman (Rockliffe Hall)
Green-fees Less than £74: F&B Team (Knebworth GC), Fiona Tessendorf (Goring & Streatley GC), Gabriella Gorrod (Witney Lakes), Hannah Williams (Matlock GC), Roger Gallagher (Teignmouth GC)
Retail Manager of the Year
Green-fees Over £160: Andrew Crerar (Panmure GC), Alasdair Good (Gullane GC), Martin Robinson (Brocket Hall), Matt Sandercock (Mount Juliet Estate), Tom Minshull (The Grove)
Green-fees Between £75-£159: Cameron Pipe (Rockliffe Hall), Daniel Field (East Herts GC), Jack Heginbotham (Long Ashton GC), Paul Thomas (Newport GC), Taylor Merrick (Harpenden GC)
Green-fees Less than £74: Giuseppe Licata (Filton GC), Luke Yardley (Mottram Hall), Ian Parker (Knebworth GC), Luke Allen (Hickleton GC), Sean O’Regan (The Heron CC)
Greenkeeper of the Year
Green-fees Over £160: Angus Macleod (The Belfry – Brabazon), Ben Williams (Royal Cinque Ports GC), John Bambury (Ballybunion GC), Wayne Murray (County Louth GC), Paul Armour (Gullane GC)
Green-fees Between £75-£159: Craig Bayne (Fairmont St Andrews), Gavin Kinsella (Moor Park GC), John Plummer (Carton House), Mike Bush (St Mellion), Mike Ewan (Ladybank GC)
Green-fees Less than £74: George Stephens (Teignmouth GC), Ian Rees (Whitchurch GC), John Jennings (Castleknock GC), Matt Aplin (Goring & Streatley GC), Sean Jarvis (The Astbury)
Golf Operations Team of the Year
Green-fees Over £160: Ballybunion GC, Gleneagles, JCB G&CC, Mount Juliet Estate, The Grove
Green-fees Between £75-£159: Celtic Manor, Forest of Arden, Golf At Goodwood, Moor Park GC, Rockliffe Hall
Green-fees Less than £74: Knebworth GC, Mottram Hall, The Heron CC, Witney Lakes Resort, Wychwood Park
Golf Manager of the Year
Green-fees Over £160: Andrew Jowett (Gleneagles), Joel Westwell (The Grove), John Eggleston (Ballybunion GC), Mark Addison (JCB G&CC), Matt Sandercock (Mount Juliet Estate)
Green-fees Between £75-£159: Brian Duncan (Celtic Manor), Chris Reeve (The Belfry – PGA National), Fraser Liston (Forest of Arden), Gary Beves (Golf At Goodwood), Tom West (Rockliffe Hall)
Green-fees Less than £74: Ian Orrell (Mottram Hall), James Clark (Wychwood Park), Mark Bierton (Knebworth GC), Noel Werner (The Vale Resort), Sean O’Regan (The Heron CC)
Leading Individual Golf Membership Sales Performance
Cameron Dhir (The Astbury), Darielle O’Sullivan & Dylan Burke (The K Club), Isabel Renwick-Gray (Golf At Goodwood), Lee Roberts (Branston G&CC), Philomena Wilkinson (Forest of Arden)
Golf Membership Sales Team of the Year
Branston G&CC, Golf At Goodwood, Rockliffe Hall, The Astbury, Windlesham GC
Leading Individual Leisure Membership Sales Performance
Connah Beesla-McGarry (Branston G&CC), Lee Roberts (Branston G&CC), Matt Hylton (The Belfry), Megan Davey (Celtic Manor), Sam Harris (Old Thorns)
Leisure Membership Sales Team of the Year
Branston G&CC, Celtic Manor, Forest of Arden, Hanbury Manor, The Belfry
Leading Individual Corporate Sales Performance
Alice Kozlowski (The Grove), Ben Stockman (The Grove), Chris Rippon (The Belfry), Josh Jackson (Mottram Hall), Kelsey McLoughlin (The Belfry)
Leading Individual Corporate Sales Call Performance
Alice Kozlowski (The Grove), Conor Reid (Mount Juliet Estate), David Moon (St Mellion), Hazel Bishop (Bowood), Lauren Maddock (Windlesham GC)
Leading Spa Experience
Eden Hall, Hanbury Manor, Hoarcross Hall, Rockliffe Hall, The Grove
Leading Health Club Experience
Castle Royle, Nizels G&CC, The Tytherington, The Warwickshire, Witney Lakes Resort
NOTE: All names listed in alphabetical order
For more information about the 59club UK & Ireland, visit www.59clubuk.com.
New year is a time when many clubs’ focus turns to new member sales. Starting the year on a high in this area has a ripple effect throughout, with a club relying not only on the subscription, but also the secondary spends of these members.
In recent years, people have become far more intentional about how and where they spend their time. ‘Experience’ is something we talk about a lot at 59club but how do you communicate what your club experience is during the sales process?
When we look at the data gained through our mystery shopping of both golf and health club membership sales experience, we can clearly see the standout traits of 59club ‘Podium’ venues:
A clear understanding of the prospect needs from the outset. This is obtained through powerful ‘open questions’ such as ‘Why are you looking for a new club?’ ‘What are you primary reasons for joining?’ Once you know the motivations for joining, you can tailor the information that you provide.
59club data shows this important element is often missed with reason for joining only being obtained 44% of the time on average across Golf and Health Club membership, whilst Podium venues are asking for this 89% of the time.
Knowing your club’s USPs (Unique Selling Points) – All clubs have a personality and unique offering. If your team can articulate this in a relevant way it will create an appetite to come down to club to see more!
Active listening shows that you are invested in the prospect’s needs and understand what they are looking for. Make notes throughout the enquiry process to aid the feeling of being ‘seen’ as well as to aid integration once membership starts.
Involve other team members as well as existing members in the enquiry process and show round to give your club a personality and energy. If you say you are a ‘friendly’ club, this is the best way to back it up!
59club data shows that introductions are only made 42% of the time on average but this increases to 75% at Podium venues.
Know your competition – not to run them down but to know where you have the edge. Complacency is the enemy of success and regular competitor analysis will ensure you stay ahead.
Do what you say you are going to do – If you promise to make a follow up call on a given day, make sure it happens. It sets the tone and builds trust. Becoming a member of a club is lifestyle choice and not everyone is ready straight away – persistence pays off and ensures a healthy sales pipeline!
59club data shows that a follow up is only happening 23% of the time on average whilst Podium venues deliver this 88% of the time.
Want to ensure your enquiries are being handled effectively? Call or visit 59clubuk.com/enquire
I have previously worked in restaurants, member club pro shops and propriety club pro shops as well as various sales positions across 3 industries. More recently I would visit between 700-800 clubs a year and speak with managers about what was working well and challenges they were having at their clubs.
What you love about your job
In my current role, I get to help clubs improve, through data and best practice. I feel we are helping clubs move the needle in regard to improving the levels of customer service they are delivering. We run fantastic networking events where we get to strengthen existing relationships and make new ones.
What you have learnt from our data
Many clubs are blinded by what they think they are delivering and what they are actually delivering. Although subjective feedback is very important and should be used in the right way, objective data will give you hard facts as to whether processes are actually being followed.
Quote from a client about you personally
I’ve been told that I’m reliable, always get back in a timely manner and do everything in my control to deliver the best service I can.
1 x Non work related fact / something people might not know about you
I got to a green belt in Judo when I was younger and played roller hockey among other sports.
Asbri Golf work closely with golf club managers to elevatethe guest and member experience through high-quality, custom-branded gifts that suit every budget. Whether you want to welcome visiting golfers with thoughtful arrival packs or reward members with personalised items such as premium bag tags, our tailored solutions help reinforce your club’s identity and leave a lasting impression. With flexible pricing, fast turnaround times, and a wide range of stylish products, Asbri Golf makes it easy for clubs to enhance hospitality, strengthen loyalty, and add value at every touchpoint.
Through our proud partnership with 59club, we are pleased to offer exclusive and tailored product packages to all 59club UK clients. Whether you’re enhancing visitor welcome packs or elevating your member gifting programme, we’ll work with your specific requirements to deliver the right solution at exceptional value.
Simply quote 59club in your enquiry to access these exclusive benefits and preferred rates.
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.
October 2025 – United Kingdom 59club, the industry leader in customer service benchmarking and training for the golf and hospitality sector, is pleased to announce a new strategic partnership with Pinseeker, the UK’s leading manufacturer for golf course accessories, signage and furniture solutions.
The collaboration will see Pinseeker become 59club UK & Ireland’s Official Partner for golf course, accessories, signage and furniture, supporting the continued drive to raise standards of presentation, sustainability, and member experience across the industry.
Will Hewitt, General Manager, 59club UK & Ireland, commented:
“Presentation and consistency play a vital role in shaping a club’s first impression and the overall customer journey. Pinseeker’s attention to detail, craftsmanship and commitment to sustainability mirror our own values of quality and service excellence. By collaborating with Pinseeker, we can help our client venues achieve not only aesthetic harmony but also a more environmentally responsible approach to course and clubhouse presentation.”
Pinseeker is renowned for its Luxewood™ range — a collection of recycled-plastic furnishings and signage designed to emulate the warmth and sophistication of natural timber while offering exceptional durability and zero maintenance. The brand’s products feature across many of the UK’s most prestigious venues, reinforcing its reputation as the preferred choice for premium, sustainable golf environments.
Graham Greenwood, Director at Pinseeker, added:
“We’re delighted to partner with 59club UK & Ireland and support their mission to enhance quality and consistency across every aspect of golf club operations. Our shared focus on sustainability and excellence makes this partnership a natural fit. Together, we aim to help clubs elevate their visual identity and create environments that reflect the high standards their members expect.”
Both 59club and Pinseeker share a commitment to continuous improvement, environmental stewardship, and exceptional presentation standards. This collaboration will ensure that clubs not only deliver outstanding service but also present facilities that embody the highest levels of quality, sustainability, and brand coherence.
CHOPS Hospitality was founded in 2023 by Lauren and Julian, long-time colleagues with a shared passion for food, drink, and the people who make hospitality great.
After over a decade working together in senior food and beverage roles, they decided to combine their experience and launch something of their own.
Collectively we have over 50 years of management experience in some of the world’s top hospitality brands, Michelin starred restaurants, international hotel golf resorts, awarded inns, global catering contracts & retail.
Our knowledge & operational expertise in food & beverage, including repositioning, rebranding, procurement, training & development, gives us a solid platform to support & guide your business.
What Makes CHOPS Hospitality Unique
“We know the pressures of hospitality first hand, the constant firefighting, the lack of time to step back, and the need for tools that truly make a difference.
That’s where we come in. We bring structure, clarity, and fresh thinking to help teams work better together, improve consistency, and drive businesses forward with confidence.
Passionate about building strong relationships across both kitchen and front of house, we deliver every project with energy, expertise, and a practical, strategic approach.”
Here’s a short intro deck that gives a snapshot of who we are and what we do. That said, nothing beats a chat to see how we could add value to your team and operation. View our CHOPS introduction here.
Exclusive 59club UK Client Offer
As part of our commitment to helping clubs thrive, we’re offering all 59club UK members a free cost analysis to show how our pricing file can support your operation, along with a complimentary consultation to explore how the CHOPS Menu Solution can boost your food and beverage performance.
Products & Solutions
CHOPS Menu Solution
Many of the clubs we speak to face the same challenges: operating without a full kitchen brigade, trying to balance offers that don’t always align with member and visitor demands, dealing with unnecessary waste, rising costs, and struggling to deliver the same quality every time.
That’s why we’ve developed the CHOPS Menu Solution, designed specifically for golf and leisure clubs. Our menus focus on three essentials: great taste, strong margins, and simple execution. No complicated prep, no need for chef level skills, just quality dishes that keep members and guests satisfied while supporting your bottom line.
Included:
Full access to our menu and specification library
A strategically designed menu tailored to your operation
Monthly specials
Date and event-targeted promotions
Significant savings through the CHOPS pricing file
One-off Initial menu pack and onboarding fee: £175 Monthly subscription fee: £75
CHOPS Pricing File
In hospitality, volume drives price. Big groups get preferential rates, while independents often pay 10–20% more for the same products. Add rising wages, energy costs, and inflation, and we know your margins are under real pressure.
The CHOPS group pricing file levels the playing field. By combining spend from multiple operators, we’ve negotiated supplier deals that give smaller sites access to the same discounts as large chains, without necessarily changing suppliers.
It’s simple, transparent, and regularly updated, so you save time as well as money.
In today’s hospitality landscape, data-driven decision making is no longer a luxury, it’s a necessity. From customer feedback to financial performance, venues are rightly scrutinising every element of their operation to enhance the overall member and guest experience. Yet one vital voice often goes unheard. That of the staff.
Whilst it is positive and encouraging to see many venues making great strides in collecting feedback from members and regular guests, it is rather surprising to see how few venues regularly seek feedback from their teams – those that are on the front line, day in and day out, looking after your guests. This begs an important question. If your staff are the heartbeat of the customer experience, could we gain more by listening to their feedback, ideas and thoughts?
The state of play
Research by Gallup and other workforce engagement organisations consistently shows that staff engagement is a critical driver of customer satisfaction, productivity, and profitability. However, adoption of staff surveys in hospitality remains patchy at best.
According to a recent CIPD (Chartered Institute of Personnel and Development) survey:
Only 44% of UK organisations conduct regular employee engagement surveys.
In the hospitality sector, this number drops to approximately 30%, with smaller independent venues far less likely to gather structured feedback from staff.
In golf and leisure venues, where seasonal staff, part-time roles, and departmental silos are common, the numbers are fundamentally lower. Yet these are precisely the environments where communication and employee insight can be most valuable and have the most positive impact.
Why staff feedback matters more than ever
At 59club, we know that service excellence doesn’t happen by chance. It’s built through consistency, clarity (in terms of process and an overall end goal), and culture. Staff surveys help create the foundations for all three.
Here’s why it matters:
Staff can make or break an experience – Whether it’s the welcome at reception, the speed of service in the clubhouse, or the condition of the golf course, your people deliver the experience your guests will remember – hopefully for the right reasons. If they are disengaged or dissatisfied, your guests will feel it too.
Feedback identifies blind spots: Staff are your eyes and ears. More often than not, if engaged, they can help to identify issues and concerns, long before managers are even aware. A survey can highlight areas of concern, from training gaps to internal communication breakdowns. Aspects that might otherwise go unnoticed until it’s too late.
Staff want to feel heard: Engaged employees are 87% less likely to leave their role (Gallup). Simply asking for input builds trust, loyalty, and improves morale and motivation, especially if action is taken on the feedback provided.
It’s a cost-effective retention tool: Recruiting and training new staff is far more expensive than retaining good people. Surveys help leaders understand the motivations, frustrations, and ambitions of their team, making it easier to foster a positive working environment.
The cost of not listening
Venues that neglect staff feedback risk more than just unhappy employees. The potential consequences include:
Higher turnover and the associated recruitment costs.
Lower service standards, as disengaged teams struggle to deliver consistent experiences.
Damaged reputation, especially in a digital age where staff can (and do) review their workplaces on social media and other platforms.
Stagnant internal culture, where innovation, development and improvement are stifled due to lack of open dialogue.
Closing the feedback loop: Staff are customers too
It’s encouraging to see more golf and hospitality venues turning to member and guest surveys to improve service quality and overall satisfaction. At 59club, we support this shift wholeheartedly. Despite this however, this shift highlights an important imbalance — one that needs to be addressed if venues truly want to create sustainable, service-led teams and cultures.
Put simply: If we’re asking our guests for feedback on their experience, why aren’t we doing the same with the people delivering it?
Regular, structured staff surveys are not just a tick box, HR exercise — they are a business-critical tool. By listening to the people who represent your brand day in and day out, you not only empower your team but also gain actionable insight to enhance the overall customer journey. A win, win situation.
Let’s elevate the staff experience — because great service starts behind the scenes
New partnership combines training, measurement, and mystery testing to enhance the caddie experience and support clubs worldwide
59club, the leading provider of customer service and sales performance management in golf and hospitality, has announced a new partnership with Caddy Clubhouse – a platform created by three world-class caddies to support caddies to refine and master their craft, and for golf clubs to manage and develop their caddie programs.
Caddy Clubhouse’s Club Course equips caddies with essentials such as green reading, yardage books, etiquette, course management and pace of play. By building confidence and professionalism, the platform enables clubs to deliver consistently high-quality experiences on and off the course.
The collaboration was showcased during the 59club Global Golf Day, part of the three-day build-up to the inaugural 59club Global Service Excellence Awards. A dedicated team of caddies from Caddy Clubhouse supported golfers throughout the event, ensuring a first-class experience across The Belfry’s iconic Brabazon Golf Course the day after hosting the British Betfred Masters. Education, networking and the awards – where the world’s top managers were crowned alongside the 59club Eminent and new Signature Collection were all highlights.
“Caddy Clubhouse is more than a training program – it’s about raising the bar for caddies everywhere,” said Jonathan, Co-founder at Caddy Clubhouse. “Working with 59club gives us the tools to measure, benchmark and improve the caddie experience, creating real value for clubs, caddies and golfers alike.”
Simon Wordsworth, 59club Founder and CEO added; “We are delighted to support the Caddy Clubhouse program as it raises the bar for service excellence and enriches the golfer experience. This partnership reflects our shared commitment to innovation and to creating meaningful engagement across the caddie community.”
The partnership will focus on integrating caddie surveys into My59, enhancing mystery testing, and strengthening training content; reinforcing 59club’s mission to deliver measurable service excellence while empowering Caddy Clubhouse to elevate caddie programs worldwide.
For more information on how this partnership can benefit your club, or to explore opportunities to enhance your caddie program, please contact sarah@59club.com at 59club and info@caddyclubhouse.com at Caddy Clubhouse.
When visiting a golf club for the first time (or any hospitality venue for that matter), how can a guest possibly know where to go, what facilities are available, or what the club-specific rules are… unless somebody provides this information?
Unfortunately, many clubs assume that all golfers, even first-timers, already know what to do and where to go. What’s obvious to a staff member may not be obvious to a guest—especially someone new to the venue or someone that has visited previously however, many moons ago.
When checking in a group of golfers, consider asking the following very simple question: “Have you played here before?”
Despite its importance, only 52% of 59club-affiliated venues ask this question—and at non-59club venues, that figure drops to just 40%.
Tailoring the experience based on the response
This question sets the tone for a more thoughtful and personalised welcome. If the answer is yes, ensure that we follow up. Consider how long ago they played—was it 10+ years ago? A lot can change over time. Did they use all the facilities back then or more importantly… most probably not.
Follow up with questions like:
“Do you remember where everything is?”
“Would you like a quick reminder of what’s available?”
Also, be mindful of timing. If a guest arrives only 15 minutes before their tee time, provide just the essential information. Be clear, concise and helpful, to ensure that we can get this group to the first tee, on time.
Interestingly, clubs are 18% more likely to give directions to facilities than they are to ask if the guest has been before. But this isn’t the most efficient approach. If we ask about their previous visits first, we can tailor what information we give—avoiding unnecessary details for regulars and making sure first-timers get everything they need. It’s about asking the right question before giving directions, so our welcome is relevant, personal, and efficient.
Treat visitors Like members
We know our members. Why not treat our visitors the same way?
Only 43% of clubs use a guests name during their visit… yet this simple gesture significantly improves the experience. When someone hears their name, it fosters a sense of familiarity and belonging. We often say “a visitor is a member for the day,” but do we act like it?
Using a guest’s name builds a connection that can last far beyond a single round.
Upselling vs. Being helpful
It’s 30 degrees, the halfway hut is closed, and a group of golfers are heading out for 18 holes. What if someone kindly suggested hiring a buggy and stocking it with drinks and snacks? That’s not just an upsell—it’s good service. At the very least we should be advising them that the hut is closed and to stock up prior to play – doesn’t matter here whether we are dealing with members or visitors. All would benefit from this information. All would benefit from this touchpoint.
By simply being observant and considerate, you’re improving the customer experience while also benefiting the business.
Similarly, what about course guides or GPS devices? Only 36% of 59club affiliated venues offer these proactively, and a mere 19% do at non-59club venues. If someone hasn’t played before, why not offer them tools that can help?
The same applies to basic essentials—balls, tees, gloves. Asking “Do you have everything you need for your round?” is not intrusive. It’s thoughtful.
These questions aren’t “salesy.” They’re useful. They show attention to detail and make the guest feel valued and appreciated. Clubs that ask these types of questions do so just 41% of the time. That’s a huge missed opportunity—to help members and guests and to increase revenue.
And here’s a powerful stat: If our staff members engage in genuine, meaningful conversations, they are then 9 times more likely to ask a sales related question. The customer is then 65% more likely to buy. Can we really therefore afford to not make conversation with our customers.
Where will your next member come from?
80% of new membership enquiries come from guests who have visited before. That alone tells us the power of a great experience.
Yet, how often do we try to collect feedback or contact details from our visitors?
59club affiliated venues collect the lead booker’s information 76% of the time.
Non-59club venues? Only 47%.
And when it comes to the other players in the group?
Only 16% of 59club clubs gather their data.
Just 9% of non-59club clubs do.
Those other golfers could be regular golfers, society/event organisers, or potential members themselves. Why are we not engaging with them?
If your venue facilitates 1,000 visitor rounds of golf per month and you only take the contact details of the lead booker, potentially 750 ‘warm’ leads, walking out the door. If you aim at the club is to grow business, why not start here?
By gathering feedback and staying in touch, we can identify what works, what doesn’t, and how to improve. More importantly, we build relationships that turn one-time visitors into long-term advocates.
Final thought: Put yourself in their shoes
Imagine arriving at your club as a first-time visitor. What does that experience feel like?
Are we doing everything we can to make someone feel welcome?
Are we giving them a reason to return—or better yet, to join?
Are we standing out from nearby competitors?
Let’s ensure every visitor leaves thinking, “That was exceptional—I can’t wait to come back.”
Because the best marketing isn’t an ad or a brochure. It’s the stories people tell after a truly great experience.
In today’s fast-paced world, confirmation emails and messages have become a standard part of nearly every booking journey. Whether you’re reserving a hotel room, a table at a restaurant, a spa treatment or a round of golf…written confirmation is an expectation. This takes out any guess work… has the booking gone through? Has the staff member booked me in for the right date and time? Saving additional calls back to the venue in the lead up to the date of arrival to confirm that all details are correct.
Despite, this widespread norm, our data shows that across hospitality sectors, confirmation communications are often underutilised, inconsistent, and in many cases, uninspiring.
That’s a missed opportunity. Not just from a service perspective, but from a commercial and experiential perspective too.
Why confirmations matter more than ever
A booking confirmation is often the first tangible interaction a guest has with your venue following the initial reservation. Whether it’s a spa day, a hotel stay, dinner for two, or a round of golf with friends or colleagues, this message starts to shape individual expectations. It should reassure, inform, and most importantly, excite.
At its core, any confirmation email/documentation should ensure the guest knows what they’ve booked. But when done well, it becomes an extension of your brand, setting the tone for the entire experience.
And yet, across the board, there are significant gaps in execution:
Only 87% of 59club-affiliated hotels are consistently sending out confirmation emails. That means over 1 in 10 guests may not be receiving written confirmation at all.
80% of 59club-affiliated spas are doing so—but often with transactional templates, focused purely on the booking details, rather than the complete guest journey.
Across the UK golf industry, just 25% of non-59club affiliated venues send booking confirmations, while the best venues go above and beyond, providing information, excitement, and brand consistency ahead of a visit, 100% of the time.
Provided that you have the right systems in places, sending out a booking confirmation is cost free. Why therefore aren’t all venues making the most of the tools that we have at our disposal?
A confirmation shouldn’t just confirm
Too often, confirmation emails are treated as a tick-box task: date, time, booking reference… done. But that’s missing a key moment to influence how your guest feels before they even walk through your door.
Instead, think of your confirmation email as a mini digital welcome pack. This is your chance to:
Reflect your venue’s personality and values
Build anticipation for the upcoming experience
Promote other offerings (potentially driving revenue in the process)
Provide helpful information, potentially helpful to reduce operational challenges on the day
Set clear expectations
Let’s look at what’s typically being missed:
Only 20% of 59club-affiliated hotels use the confirmation email to discuss upgraded bedroom offerings, leaving significant upsell potential on the table.
In spas, many confirmations focus purely on the treatment time, without highlighting additional facilities, such as thermal suites, relaxation suites, or food and beverage options.
And in golf, just 6% of non-59club affiliated venues promote food and beverage or practice facilities in their confirmations. How often do your teams have to advise guests that the kitchen is closed when trying to order food after they have finished playing? Through effective communication, some of this disappointment and frustration could be mitigated.
These are all missed opportunities—not just for revenue, but to enhance the overall guest experience.
What should a great confirmation include?
Whether you’re a general manager, spa director, or golf operations lead, ask yourself: Is what we are sending out currently, representative of our brand? Is what we are sending out representative of the rate that we are charging? Is what we are sending out representative of the type of venue that we are aspiring to be? If not, let’s look to make a change!
The following are some examples of what venues could look to include:
1. Clear booking information
Date, time, service booked, guest names and rate
Confirmation reference number (if applicable)
2. Venue essentials
Location and directions
Arrival information and timings
Cancellation policy and venue specific terms and conditions
3. Inspiration & upselling
Images of the venue, dining options, spa areas, or golf course
Links to menus, spa day itineraries, or nearby attractions
Suggestions for upgrades or add-ons (e.g. premium rooms, wine pairings, hire equipment)
4. Important guidelines
Dress code, etiquette, health and safety policies
FAQs or links to further information
Small details matter
Even the best-written confirmation can fall short if the execution isn’t right.
Ask yourself:
Are our confirmation emails consistently being sent? If not, why?
When was the last time we checked the formatting across devices?
Do the links within the email actually work?
Broken links, outdated information, or missing details quickly erode confidence and can lead to unnecessary phone calls and confusion. In an age where operational efficiency and first impressions are everything, these small errors add up.
Design: Make it visual, make it mobile-friendly
Long walls of text won’t get read—especially when guests are opening these emails on their phones, which they almost certainly are.
Instead:
Use clear sections and bullet points
Incorporate images and your brand colours
Include clickable links to menus, spa guides, room types, or course layouts
Keep it concise, helpful, and inspirational
The best confirmations aren’t just read. They’re shared—with travel companions, playing partners, and friends. That’s free, organic marketing.
Reduce operational pressures
Clear confirmations reduce the number of follow-up calls and emails your team has to manage. They also protect your staff by putting everything in writing, reducing the chances of misunderstanding or miscommunication.
It’s not about replacing the personal touch—it’s about reinforcing it.
Final thought: When was the last time you checked?
When did you last review the confirmations your business sends?
Are they being sent consistently, on time, and without errors? Are they visually appealing, mobile-optimised, and aligned with your brand?
Most importantly: do they inspire your guests and introduce them to everything you offer?
Booking confirmations are more than admin. They are a powerful moment to engage, impress, and excite your guests before they even arrive.
For over a decade 59club has set the standard for measuring and rewarding customer service excellence across the golf, leisure, and hospitality industries. In 2025, the journey reached a historic milestone with the launch of the first-ever Global Service Excellence Awards – a landmark celebration that brought together the world’s finest-performing properties and industry leaders under one roof.
Hosted at the iconic Belfry Hotel & Resort from August 25–27, the event welcomed 300 distinguished guests representing 120 venues across 22 countries, creating a truly global gathering of excellence. Proudly supported by global partners in Turtleson, Pacesetter Technology, Global Talent Solutions, Power Tee, Zen Golf,Banbury Litho, Caddy ClubhouseandStudio Graphenealong with Global Awards Event Partners, the three-day experience combined competitive golf, world-class education, invaluable networking, and the much-anticipated awards ceremony.
All accolades were determined solely through 59club’s independent mystery shopper program – the most trusted and objective global measure of sales, service etiquette, and customer experience. Every honor bestowed was a true reflection of operational brilliance and an unwavering commitment to customer satisfaction.
The celebrations opened with the presentation of the Global Manager of the Year Awards, spotlighting the industry’s most visionary leaders. These individuals exemplify the highest standards of professionalism, passion, and innovation, inspiring their teams and setting a global benchmark for service excellence.
Global Golf Manager of the Year: Steven Young, Fairmont Banff Springs Golf Club (Canada)
Global Golf Operations Manager of the Year: Franco Botha, Jumeirah Golf Estates (Dubai)
Global Retail Manager of the Year: Dyootiman Pal,eGolf Megastore – Al Hamra Golf Club (Ras Al Khaimah)
Global Superintendent of the Year: Mike Bush, St Mellion Estate (England)
Global Food & Beverage Manager of the Year: Jade Henderson, The Lakes Golf Club (Australia)
The launch of the Signature Collection marked a milestone for the world’s top 25 properties. Each venue stands as a symbol of world-class excellence, showcasing the highest standards of service across every customer touchpoint. Organized by market, the Collection reflects the diversity of the global industry, and highlights Private Clubs in The Dutch (Netherlands), JCB Golf & Country Club (England), Cataraqui Golf & Country Club (Canada), Shaughnessy Golf & Country Club (Canada) The Royal Automobile Club (England), Commercial and Semi-Private Clubs (single-course) in The Els Club, Dubai, (UAE) Saadiyat Beach Golf Club (UAE), Abu Dhabi City Golf Club (UAE) Dubai Hills Golf Club (UAE) and Yas Links Abu Dhabi (UAE). Commercial and Semi-Private sector (multi-course) in Jumeirah Golf Estates (UAE), Emirates Golf Club (UAE), Ballybunion Golf Club (Ireland), Gullane Golf Club (Scotland) and Golf At Goodwood (England). Destination Clubs (single-course) in The Grove (England), Mount Juliet Estate (Ireland), Dubai Creek Golf & Yacht Club (UAE), Finca Cortesin (Spain) and Rockliffe Hall (England). Destination Clubs (multi-course) in Costa Navarino (Greece), Gleneagles (Scotland), The Belfry Hotel and Resort (England), Fairmont St Andrews (Scotland) and Foxhills Club & Resort (England) all welcomed into the Signature Collection.
The Eminent Collection stands as one of 59club’s most prestigious accolades, awarded only to properties and leaders who have demonstrated sustained excellence for at least five consecutive years. This rare honor is reserved for those who have not only reached the pinnacle of customer service but have maintained it with consistency and distinction – a remarkable achievement in the global hospitality arena.
Seven new Leaders were inducted into the collection, namely; Carmen Laguna Aguilar (Son Muntaner – Spain), Eddie Devane (Mount Juliet Estate – Ireland), Gary Johnson (The Mere Golf Resort & Spa – England), Gordon Simpson (Gullane Golf Club – Scotland), Joel Westwell (The Grove – England), Mark Addison (JCB Golf & Country Club – England) and Matthew Perry (Emirates Golf Club – Dubai).
The roll call for 2025 Eminent Collection of Properties welcomed two newcomers in Gullane Golf Club (Scotland) and Hanbury Manor, Marriott Hotel & Country Club (England) who joined the existing properties retaining their status; Club de Golf Alcanada (Spain), Dubai Creek Golf & Yacht Club (UAE), Emirates Golf Club (UAE), Foxhills Club & Resort (England), Frilford Heath (England), Gleneagles (Scotland), Son Muntaner (Spain), Jumeirah Golf Estates (UAE), Mount Juliet Estate (Ireland), Rockliffe Hall (England), Saadiyat Beach Golf Club (UAE), The Belfry Hotel & Resort (England), The Celtic Manor Resort (Wales), The Els Club, Dubai (UAE), The Grove (England), The Mere Golf Resort & Spa (England) and Yas Links, Abu Dhabi (UAE).
Simon Wordsworth, 59club Founder & CEO, said: “This landmark gathering not only celebrated the finest achievements in hospitality and club management, but also set a new global benchmark for excellence in customer service – celebrating the world’s best, today, tomorrow, and for years to come.”
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