global – 59club UK

Membership sales wins – Tips for the 59club Podium!

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

From service to hospitality: what Clubs can learn from the wider industry

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.

The overlooked opportunity: Why staff surveys are essential in golf & hospitality venues

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

59club and Caddy Clubhouse Join Forces to Elevate Caddie Standards Globally

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.

Never assume – The arrival experience

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.

The power of the booking confirmation: More than just admin

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.

59club Announces Winners of First-Ever Global Service Excellence Awards

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 Clubhouse andStudio Graphene along 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.”

View the official Awards Gallery

59club Announces Strategic Partnership with Global Talent Solutions to Nurture Future Industry Leaders

Thursday June 12, 2025

Leading customer service and performance management specialists 59club have announced a new global partnership with Global Talent Solutions, marking a significant step forward in the development of future talent within the golf and hospitality industries.

Simon Wordsworth, Founder and CEO of 59club, commented:

“We have been looking to partner with a ‘Talent’ business that reflected our company goals for a long time, and ever since meeting Sean & Hilly, it became obvious that Global Talent Solutions are exactly the right fit. Their deep understanding of the Club & Hospitality industry honed through hands-on experience at premium 59club venues is invaluable.

“Our partnership will enable some of the best talent in the industry to spread their wings and grow, while also collaborating with us on the development of 59club’s new internship program.”

This internship initiative is designed to give young, aspiring professionals the chance to gain invaluable experience by working across a variety of 59club venues over a three- to four-year period. The program will immerse participants in diverse roles, cultures, and management styles, shaping the next generation of golf and hospitality leaders.

Global Talent Solutions are already actively engaged with 59club, supporting recruitment across multiple regions. In the United States, they are working alongside Mark Reed, 59club Co-Founder and General Manager of 59club USA, to help source top-tier talent for a number of vacant positions. Simultaneously, 59club MEA, under the guidance of Mark Bull, is also leveraging the partnership in its search for new regional managers to support growth across the Middle East and Africa.

“It was important for us that our partner had deep networks within the world’s expanding golf and hospitality economies,” Wordsworth continued. “This partnership opens the door to an exciting and purposeful development pathway for young professionals.”

Reflecting on the long-term value of such initiatives, Wordsworth added:

“Over 25 years ago, during my time at The Belfry, I launched a similar initiative that helped shape the careers of individuals like Chris Trott, Richard Barker, Daryll Evans, and Nicky Lawrenson, amongst many others. Just imagine the kind of professional we could develop today — someone who has spent several years immersed in different cultures and leadership styles — and the value they would bring to the global golf industry, to 59club, and to our clients.”

Sean Plunkett, Director of Global Talent Solutions, also expressed his enthusiasm for the partnership:

“We are beyond excited to announce our partnership with 59club globally and together are poised to make a significant impact on the industry. This partnership will not only empower us to help their client clubs by connecting exceptional talent with incredible opportunities but also support 59club to enhance an exciting new internship program. By providing young professionals with the unique chance to work across various venues and cultures that will provide a valuable foundation for their careers to thrive. We’re confident we can help shape the next generation of leaders in the golf and hospitality sectors by our shared values of customer service, training and support.

“Global Talent Solutions offers tailored recruiting solutions to the Club & Hospitality industry, placing mid-senior level talent globally. Our track record underscores our commitment to effective recruiting practices that will help you cultivate a talented team of professionals. Having personally worked within the industry across the world, we understand how important it is to have a team that not only has the necessary skills and experience, but will also thrive and fit seamlessly within your club’s culture.”

The partnership between 59club and Global Talent Solutions is effective immediately, with further details on the internship program and expanded recruitment strategies set to be announced in the coming months.

The Revenue Club & 59Club Join Forces

Thursday May 22, 2025

22^nd May 2025

Two industry leading companies have agreed a partnership in an agreement that will see further collaboration for the benefit of their customers.

Customer service analysts and training provider, 59Club, have formalised their working relationship with business growth agency, The Revenue Club in a move that will help combine elements of their services that focus on revenue generation and customer retention.

Having delivered a number of educational seminars together in the past year, the companies will be using the closer links to help their customer base achieve their full potential through their respective specialist areas.

‘Working more closely with The Revenue Club has just highlighted the synergy between our two organisations with a skill set among our teams that obviously complements each other.’ Said Will Hewitt, General Manager at 59Club UK.

‘We could quickly see that combining The Revenue Club’s expertise in growing visitor revenue and the customer base of their clients, works well alongside our operations that focus on the next stage of the customer journey with the sales function and customer service.’

The Revenue Club’s CRM service for golf clubs has been used alongside 59Club’s customer service analysis at mutual clients which further underlines the joint effectiveness of both companies in developing effective sales and marketing operations.

‘We are both in a strong position with the data we hold from a combined customer base that exceeds 500 golf courses.’ Said Chris Knight, Director at The Revenue Club.

‘The opportunities that the partnership presents are numerous, and the amalgamation of our considerable depth of understanding of the market will help us both develop our services further. It will help us both continue to innovate in order to help our clients keep their competitive edge, and allow them to see the benefit of this joint venture in the coming months and years.’

For more details, contact Rob Corcoran at rob@therevenueclub.co.uk

Pacesetter Technology and 59club Announce Strategic Partnership to Elevate Club Member Experience

Tuesday March 18, 2025

March 11, 2025 – Pacesetter Technology, a leading innovator in mobile technology for private clubs, has announced a strategic partnership with 59club, the industry’s customer service management specialist. The collaboration is driven by a shared mission: helping clubs elevate their customer experience through cutting-edge technology and data-driven insights.

By integrating Pacesetter’s advanced mobile solutions with 59club’s industry-leading analytics and training programs, this partnership will set a new standard for club operations and customer experience. Club leaders will gain real-time access to key performance data, training materials, and access to industry events, enabling them to make more informed decisions and deliver exceptional service.

“I am so excited to start this partnership with Pacesetter,” said Simon Wordsworth, Founder of 59club. “Their product and aspirations match exactly what 59club is all about. Over the next few years, the mobile experience delivered by Pacesetter will dramatically change the way our clients interact with 59club. We will be able to support our venues as they strive for excellence by providing mobile access to results, events, training materials, and much more. In addition, 59club will look to support Pacesetter clients with the data they need to be the best club for their members, and the best employer possible. This partnership is just a perfect match—two companies at the top of their fields, striving for better.”

Pacesetter Technology’s innovative mobile solutions are already transforming club experiences, enhancing personalization, and streamlining operations. By joining forces with 59club, clubs will have unprecedented access to both cutting-edge technology and world-class training resources, allowing them to raise service levels and drive member and guest satisfaction.

“We’re thrilled to partner with 59club,” said George Stavros, CEO of Pacesetter Technology. “Our technology, coupled with the deep industry knowledge and training from the team at 59club, is a perfect fit. Aligning our shared values exponentially helps us both raise the bar on the member experience.”

This partnership underscores both companies’ long term commitment to innovation and service excellence, ensuring that golf clubs & resorts have the tools and insights necessary to thrive in a competitive landscape.

For more information about Pacesetter Technology, visit www.pacesettertechnology.com. To learn more about 59club, visit www.59club.com.

Expert appointment sees 59club Asia gain new Leader in Chris Geraghty

Wednesday January 8, 2025

59club, the leading provider of customer experience benchmarking and improvement solutions for the golf, leisure, retail, and hospitality industries, is excited to announce the expert appointment of Chris Geraghty as its new Managing Partner for 59club Asia.

Geraghty’s experience with signature Troon managed properties, in North Africa, Bahrain, and Asia plus time spent with Stella Di Mare Hotels & Resorts in Egypt and De Vere Hotels in the UK speaks volumes for the impending impact Geraghty is set to make as he takes the reigns in driving 59club’s operations across the region.

Boasting a collection of accolades – including four 59club Gold Flag Awards shared between two properties (The Royal Golf Club & Vattanac Golf Resort) also having historically claimed a Silver Flag during Vattanac’s first year of partnering with 59club, and personally receiving the enviable 59club Asia Golf Manager of the year title in 2023 – there is no denying the impact that Geraghty will have on customer service standards in the region as he works closely with all 59club affiliate properties to manage change, increase reputation and improve club profitability.

Of the announcement Geraghty said; “Joining 59club to lead the Asia region is extremely exciting. The opportunity to support Hospitality Business Owners, Management Companies, General Managers, and their respective teams throughout Asia deliver higher levels of service through globally gathered quantitative data, ongoing training, and measurement of results is an incredible prospect.

“Guest expectations in Asia are among the highest I’ve seen throughout a global career, and to be able to share my track record of providing exceptional levels of service with hospitality leaders in over 10 countries to exceed guest expectations is going to be fundamental to the ongoing success of 59club in the region. Thanks to the hard work of the previous management team, 59club Asia is in a fantastic position and I’m very much looking forward to getting started in 2025”.

Of the appointment Simon Wordsworth, 59club Founder & CEO said; “We are delighted to welcome Chris to the team, what an incredible asset for 59club and the clubs in the region to benefit from his expertise, experience and passion. We owe a huge debt of gratitude to Araya Singhsuwan for helping to establish our brand in Asia and to James Shippey of Absolute Golf Services for their unwavering support. We look forward to continuing to support our affiliate properties in the region and in welcoming new venues to the 59club network attracted by their desire to excel.

For all enquiries about 59club’s Mystery Shopping, Satisfaction Surveys, and Training & Education opportunities in Asia simply reach out to chrisg@59club.com

Eminent Collection Awards 2024

Friday December 6, 2024

The Finest Properties & Leaders Iconised with Eminent Status in 2024.

The latest properties and leaders from the world of golf & hospitality have been welcomed into 59club’s ‘Eminent Collection’ at two exclusive events, hosted at Park Hyatt, Dubai Creek; and at The Belfry Hotel & Resort on the 19th and 21st of November 2024, respectively.

The intimate ceremonies brought existing members, 59club’s regional teams and industry partners in Club Car, Reesink Toro & Turtleson together to welcome the newcomers into the prestigious Collection.

Glenn McNaughton (Long Ashton Golf Club), Jack Heginbotham (Long Ashton Golf Club), Kristoff Both (Club de Golf Alcanada) and Matt Sandercock (Mount Juliet Estate)were amongst the Leaders who were awarded the enviable title, with the newcomers joining thirty-one existing individuals who were honored with Eminent Status in previous years since its formation in 2022.

With Club de Golf Alcanada; The Els Club, Dubai; Frilford Heath; Jumeirah Golf Estates; The Mere Golf Resort & Spa and Mount Juliet Estate the latest Properties recognised for having met the demands synonymous with the Eminent benchmark of excellence.

With the newcomers officially welcomed, the elite collection of Properties iconised for their commitment to customer service excellence spanning 59club’s international network in 2024 now includes The Belfry Hotel & Resort; The Celtic Manor Resort; Spa; Club de Golf Alcanada; Dubai Creek Golf & Yacht Club; Emirates Golf Club; Forest of Arden; Foxhills Club & Resort; Frilford Heath; Gleneagles; Golf Son Muntaner; Jumeirah Golf Estates; The Els Club, Dubai; The Grove; The Mere Golf Resort & Mount Juliet Estate; Rockliffe Hall; Saadiyat Beach Golf Club; Trump International Golf Club, Dubai; and Yas links, Abu Dhabi.

“Together we’ve pushed the boundaries and set the ceiling for what excellence is all about. It’s a privilege to come together once again with the people we are proud to call the best of the best. I sincerely look forward to supporting other managers and venues to excel in the Business of Golf, ultimately by exceeding customer expectations and reaping the rewards. The sky’s the limit for everyone within 59club’s network, and when we start to reach the limit, we’ll all continue to push a whole lot more”
Simon Wordsworth, 59club CEO

The ‘Eminent Collection’ was established in 2022 to honor long-serving standards of customer service excellence delivered over a minimum of 5 years; with 59club Flag Designations, along with individual and team accolades, all contributing towards the global Eminent benchmark of excellence.

Recognition is unbiased, independent, and non-subjective, the only industry award of its kind, symbolizing a true badge of honor for those venues and people consistently delivering the finest levels of customer service, during 59club’s vigorous mystery shopper program.

The Belfry Hotel & Resort
The Celtic Manor Resort
Club de Golf Alcanada
Dubai Creek Golf & Yacht Club
The Els Club, Dubai
Emirates Golf Club
Foxhills Club & Resort
Frilford Heath
Gleneagles
Golf Son Muntaner
The Grove
Jumeirah Golf Estates
The Mere Golf Resort & Spa
Mount Juliet Estate
Rockliffe Hall
Saadiyat Beach Golf Club
Trump International Golf Club, Dubai
Yas Links, Abu Dhabi

Andrew Whitelaw
Angus Macleod
Anna Darnell
Barney Coleman
Bernat Llobera
Brad Gould
Casper Schonfeldt
Chris Eiglaar
Chris Fitt
Chris May
Chris Reeve
Clinton Southorn
Craig Haldane
Francisco de Lancastre David
Fraser Liston
Gary Silcock
Glen McNaughton
Houssem Belabed
Jack Heginbotham
Jacques Hobson
Jason Adams
Jim McKenzie MBE
Jonathan Wyer
Kristoff Both Club
Matt Aplin
Matt Sandercock
Phillip Chiverton
Rob Rowson
Scott Fenwick
Sean Graham
Simon Howell
Stephen Hindle
Stephen Hubner
Stuart Collier
Tom Hughes

What’s your leadership style?

Tuesday November 12, 2024

Andy Siddall is the Director and Co-Founder of Robincroft Consulting. For 20 years he held leadership roles within both educational environments and professional sport as an elite cricket coach and he has worked as a personal performance coach since 2015.

Personal performance coach Andy Siddall explains his theory behind Deliberate Leadership and how it can help you to achieve your business goals

If you are anything like me that question will annoy you! This is because leadership is so complex and dynamic we shouldn’t be looking to categorise people into boxes and one particular style, but instead recognise that the leaders who possess the most skills and flexibility of styles will be the most effective.

The style of leadership adopted by leaders can significantly impact their team’s motivation and performance, and we will all have natural tendencies for one style over another, a default as it were. But when it comes to the styles that leaders adopt a lot goes into the mix.

Naturally there is their personality, the impact of their cultural background and their experience to consider. Add to this their mindset and the time and space they are in, who they are leading, what needs to be achieved and in what timeframe, and of course, what is at stake.

Plenty has been written on leadership styles and a quick internet search will present you with various links and infographics on the subject. So, for this article, we won’t be duplicating a version of these or muddying the water with lots of approaches, but will list Daniel Goleman’s Six Styles of Leadership as a consideration point:

At Robincroft, we believe in leadership effectiveness and being able to make a positive impact is what it’s all about. With this in mind you may want to consider doing these three things:

1: Reflect on the culture, behaviours and outputs of those you lead. What’s good? What’s not? What needs to be different?

2: Reflect on your own leadership behaviours. What style do you spend most of your time in? Consider how those you lead would describe it, and answer the question of ‘what is it like to be led by you?’

3: Consider what the benefits could be if you adopted different approaches. What skills may you need to develop in order to be more effective?

It’s remarkable how many successful professional sports teams across the globe have had a similar mantra plastered across the walls of their changing room:

‘What does the team need from me now?’ The aim? To impact the decision making and behaviour.

As leaders we urge you to embrace a style of what we call Deliberate Leadership and to adopt a similar mantra by constantly asking yourself: What does my business/team need from me now? Or what does this person need from me now?

Deliberate Leadership is a style that requires both conscious thought and conscious action. It requires you to have a quality assessment of those you lead, which allows you to make quality decisions of what they need.

Deliberate Leadership is both purposeful and flexible, transitioning between styles and approaches depending on what’s required.

Deliberate Leadership is having both a clear intention in our approach and being clear where our attention needs to be to achieve the desired results while helping us grow and develop our employees. Leadership is complex, so don’t just do it – do it deliberately!

• Featuring over 150 service providers
• Global Insights
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• Meet your regional team

Read More Here!

How 59club work with the TPC Network

Monday November 11, 2024

Vic Aliprando is the Senior Vice President of TPC Network Operations. Owned, operated, and licensed by the PGA TOUR, the TPC Network comprises 29 premier private, resort and daily fee golf properties designed by elite architects.

Vic Aliprando, Senior Vice President, TPC Network Operation

What is the best advice you have ever had?

I grew up in Pennsylvania, wanted to work away and ended up in Mississippi on an internship for 20 months for Arnold Palmer Golf Management company. Met some great people, one General Manager there really was my first mentor, and he wrapped his arms around me and took me under his wing. I always remember this one comment: ‘Never forget to take out the trash.’ At the time I didn’t understand what he meant. It means to never think that you above doing any of the jobs. Hospitality is why we’re so successful and I want to help our staff and I’m not afraid to roll up my sleeves and work on any project.

PGA Tour/TPC Network is a global brand associated with excellence. How are you trying to transfer that down through the operations?

Our first club opened in 1980 so we have a long history of standards and deliverables. Back at the beginning the leadership really set the standard for excellence in the golf business and we’ve continued to try and elevate and improve things as we’ve gone by.

We’re now in the midst of creating a new mission statement and tweaking some of the experiences that we’re trying to deliver at some of the clubs. It’s all focused on delivering a PGA Tour player’s lifestyle to our members and guests.

“We have a sales process in all areas of our business and that has always been very relationship driven and requires asking a lot of questions and 59club’s process is a perfect match for that”
Vic Aliprando

What is happening in the private member clubs’ marketplace place for you?

Half of our clubs are private and half of them are daily fee clubs. The private club business is still really good and we’re starting to see some attrition return back to pre-pandemic levels, we’re still not there, and membership sales have slowed down – but frankly we have slowed it down.

We’ve been reaching some capacity levels at some of our clubs, so we’ve had to work to sell only enough to fulfil the attrition that is actually left. The golf business is in a very good place, and we continue to hear that industry wide. I continue to speak to our clubs about the need to wrap our arms around these people who are playing golf, we need to keep them playing the game.

What are you trying to achieve in ‘sharing your brand’ with non-owned but carefully chosen properties?

We really have three different structures within our clubs. We own and operate 11 of the 29, we license and operate five more for other owners and the remaining 13 are purely licence-only clubs. The benefit is getting the credibility that the brand brings to their property.

I was talking to the owner of TPC Danzante Bay, he’s not a golfer and he owns a number of timeshare resorts throughout Mexico but only one with golf. He was talking to a friend who was a big golfer and he asked whether he would travel to a golf resort in Mexico and he said maybe. Then he asked what if it was a TPC and then it was an absolute yes as he knew that it would be great. That flipped a switch, there is credibility and an awareness of very high standards.

What does the TPC Network gain from 59club’s mystery shopping products?

We have a sales process in all areas of our business and that has always been very relationship driven and requires asking a lot of questions and 59club’s process is a perfect match for that. What we weren’t doing is measuring how our salespeople were delivering this and that’s what 59club can do for us with the mystery shoppers.

They will visit as a prospective member or guest and give us a clear scorecard on what we are doing and not doing, and we’ll get the results within weeks.

They will give us a comprehensive review, including images of the property, and test various standards from the initial phone call through to playing the course and analysing the conditioning, all the way to measuring the lunch experience at the end of the round.

How do you calculate the ROI on 59club’s services?

We have had a recent instance where we had a new salesperson and we found that there weren’t a lot of relationship-style questions being asked. So, we utilised 59club to go through a full training of the sales process, that person quickly got the hang of it, and they became one of our top salespeople. And a similar thing happened with a second member of staff.

I’m not going to let them go for as long as I’m in the chair, we’re so confident in their processes, it’s invaluable.

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Engendering customer loyalty

Wednesday October 16, 2024

The Viya app allows consumers to book golf and leisure activities across hundreds of venues in Dubai. We asked Julian Danby, Viya’s Director – International Business, to explain how it is driving global business.

What is Viya and its role within your organization?

Viya is our dynamic golf lifestyle loyalty and rewards app, launched in Dubai in 2020 under the umbrella of Dubai Golf. Viya was initially designed to enhance the experience for our golfing community and has since evolved into a powerhouse platform spanning nearly 200 venues. Beyond golf clubs, it now includes leading restaurants, beach clubs, gyms, and a variety of activities like fitness classes, personal training, marinas, and spas. Customers can seamlessly book and pay for services through Viya while earning and redeeming points.

Think of it as your all-access pass to living the good life while earning and splurging points between rounds. I am responsible for redefining Viya to suit international markets and roll out the product globally.

This exciting venture involves adapting Viya’s versatile platform to resonate with diverse cultures and preferences worldwide.

We’re not just aiming to expand geographically; we’re crafting tailored experiences that cater to the unique tastes and expectations of global users. It’s about enhancing accessibility and ensuring that, whether you’re in Dubai or London, Viya remains your ultimate golfing companion.

Who owns Viya and how has it impacted your business?

Viya is proudly owned by Dubai Golf, a leading entity under the Dubai government managing iconic properties such as Emirates Golf Club and Jumeirah Golf Estates.

The impact of Viya on our business has been transformative, especially evident in our recent expansion into Abu Dhabi. Taking charge of venues like Yas Links and Saadiyat Beach Golf Club, Viya quickly became instrumental in driving revenue.

A standout example is Yas Acres, where Viya facilitated a remarkable 70% of our monthly green fee revenue within just four months of operation.

How do you measure Viya’s success, and what metrics are crucial?

Success for Viya hinges on customer loyalty and engagement metrics. We gauge this through repeat visits, customer referrals and of customer spend habits.

“The impact of Viya on our business has been transformative, especially evident in our recent expansion into Abu Dhabi”

Was it challenging to onboard partners to Viya’s concept?

Fortunately, our established golf facilities in UAE provided a strong foundation and a compelling case for potential partners. As Viya expanded to encompass leisure and lifestyle options, it quickly gained traction in the market.

Clubs and vendors recognized that being part of Viya meant offering excellent value and attracting a dedicated customer base. Viya became the word on the lips of every golfer and their close network of friends, and as such we had vendors knocking on our door wanting to be a part of it.

How do you evaluate the return on investment from your collaboration with 59club?

The return on our investment with 59club is evident in improved staff retention, enhanced service delivery, and the consistent delivery of exceptional experiences. While it’s challenging to quantify in purely financial terms, the value lies in our ability to maintain high standards and implement innovative ideas.

What’s the best advice you’ve received and how does it resonate in your work?

The best advice I received from my dad was: “If a job is not worth doing properly, it is not worth doing at all.” This mantra drives our commitment to excellence in planning, execution, and ensuring we have the right resources and team in place to deliver exceptional results.

It’s the same ethos that lights up our game with 59club, pushing us to wow our customers by reinforcing our dedication to exceed customer expectations and achieve operational excellence.

You’ve collaborated with 59club extensively. Why is this partnership crucial?

Our partnership with 59club, spanning more than a decade, has been pivotal. 59club provides invaluable training and customer feedback that enhances our operational standards. By benchmarking against other clubs internationally, 59club helps us continually raise the bar that keeps our F&B and Golf operations running smoother than a ball on a glassy green

• Featuring over 150 service providers
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Perfect fit as 59club partners with leading sportswear brand Turtleson

Thursday September 26, 2024

59club, the global customer service management specialists, has announced today their partnership with leading sportswear brand Turtleson as they head into 2025.

The partnership has been forged with a shared passion for advancing and modernizing the golf industry, with Turtleson famed for reimagining classic sportswear for modern lifestyles, and 59club synonymous with elevating customer experiences and driving sales performance across the global golf & hospitality industry.

With regional divisions spanning the USA, Canada, UK & Ireland, Europe, the Middle East & Africa, Asia, Australia & New Zealand and Korea, 59club’s global uniform needed to reflect the modern brand while affording regional teams the flexibility to accommodate cultural nuances.

Of the partnership Simon Wordworth, CEO of 59club, said, “When our teams take to the road, we want them to stand out in the crowd and be noticed. That’s what attracted us to Turtleson. Their sophisticated color palettes and modern tailoring set the bar for quality, style, and versatility. Our uniform is a reflection of our brand, of our values, and our commitment to excelling standards in the industry. For us, Turtleson is the perfect fit to accompany us around the world as we continue to make positive impactful strides as we enter new markets.”

Since 2011, Turtleson has crafted premium golf lifestyle apparel for private clubs, resorts, and men’s specialty stores around the world. Known for their captivating collections and exceptional service, Turtleson has earned its place as a leading apparel partner in North America, Europe, South Africa, Australia, and New Zealand.

Greg Oakley, CEO of Turtleson added, “When exploring potential partnerships, we look for companies and brands that share a similar vision. After meeting Simon and the 59club, we realized right away this was a company we wanted to be associated with. 59club is known throughout the world as the standard measure of quality service, and at Turtleson we work hard every day to set the benchmark for quality and service in our markets. It just seems like a natural fit.”

For stockists & more information, visit turtleson.com or call Anneke Self on (423) 217-4950 or email her: anneke@turtleson.com
For advice regarding 59club’s Customer Service Management solutions please visit 59club.com or reach out to your local 59club Manager

Preparing to host a major

Friday September 20, 2024

Andrew Whitelaw led operations at Emirates Golf Club in Dubai – the first property in the region to work with 59club. He is now General Manager and Chief Operating Officer of the 2026 PGA Championship venue Aronimink.

Andrew Whitelaw, Aronimink General Manager and Chief Operating Officer

Tell us about the set-up and model at Aronimink?

It is a traditional American country club and golf is the primary function of the club. The governance structure is fairly typical, with a board of governors – including a President, Secretary, Vice President and Treasurer. We have 14 committees and they are involved in the running of the club. It is a modern governance model and is progressive. We have a forward looking board and we are in the middle of a $30m renovation of the whole property with clubhouse renovations and an upgrade of some of the golf facilities as well as our sport and leisure areas.

We have a new golf learning centre which is now finished. The membership are fantastic, they really love this club and they are very involved and passionate about everything Aronimink. The course is incredible, which is important, and is the basis of everything we do – we are a walking-only course and everybody who plays it will say that the conditioning is as good as you are going to see anywhere. Visually it is stunning and it is most definitely one of Donald Ross’s finest creations.

What is happening now in the planning stages for the 2026 PGA Championship?

The PGA of America have a future sites programme, so for the last three years we have been going to events and meeting the committees who are running all these tournaments from their clubs’ perspectives and learning from their experiences.

The PGA will come on site in the next month and hospitality sales have already started. Our main priority at the moment is working with the local townships or various permits that we need to host such a large event. It is a big year for Philadelphia; it is the 250th anniversary of the United States, the FIFA World Cup is in town that year and the PGA Championship will kick it all off.

How do you calculate a return on investment when working with 59club?

Nearly 15 years ago we started working with 59club at the Emirates GC in Dubai and it was an important piece of how we improved our service at the property. In those days we were focused on customer satisfaction and understanding how we could improve the service side at every touchpoint. We weren’t using 59club to deliver a return of investment or upselling, our main use was to identify gaps

in our service and drive engagement and satisfaction among members and guests. When I moved to Trump Dubai in 2016 we introduced mystery shopping and training and achieved Gold Flag status in the first year. We did the same thing at Portmarnock in 2019.

What’s the best piece of advice you’ve had?

Listen carefully and understand what is being said to you before you reply. A lot of people jump in with a response before they completely understand what they are being asked a lot of the time. You don’t always have to be the first person to speak. I have found that invaluable. Also, when you are starting out, always try and do more than you have been asked and take on things that maybe you weren’t asked to do.

Out of everything that 59club do, what do you like the most?

You can’t be everywhere all the time and, when you work in operations, you don’t always experience what the member or guest experiences. I like the view you get of the personal experience of individuals who understand golf who are then able to give you an unbiased view of every aspect of the service journey. If you get the service at a level where it needs to be people are going to return, they are going to come more often and enjoy their experience more. For me this is the key part of the 59club product although there is so much more to what they offer which is of value.

• Featuring over 150 service providers
• Global Insights
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• Meet your regional team

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First Global B2B Customer Experience Insights Magazine has landed

Thursday September 12, 2024

59club’s commitment to elevate Sales & Customer Service across the entire golf & leisure industry, has seen the Customer Experience Management Specialist launch the industry’s first independent B2B magazine, concentrated solely on excelling standards, service optimization and elevating club profitability.

With operations spanning the UK & Europe, Middle East & Africa, Asia, the USA, Canada, Australia & New Zealand and Korea, 59club are perfectly positioned to become the authentic voice of the global golf business, something their clients, associates and those on the inside have been championing for decades.

Thousands of affiliate properties have benefited from the customer service insights and data collected through 59club’s extensive mystery shopping program and real-time customer satisfaction surveys. And now, the eagerly anticipated Insights Magazine will act as a platform to share that wisdom and education with a wider audience, as the new publication fills the void and counteracts any misinformation that the industry has suffered.

Simon Wordsworth, 59club founder & CEO, said; “With opening rates of digital magazines falling, engagement in that digital space can be very difficult and in general any interaction is short lived. We don’t want to be ‘read today, forgot tomorrow’, we’ve just got too much to share for that.

“I wanted us to produce a high quality and informative piece of work that simply ‘lingers longer’in a venue, to remain open at point of interest with the reader, affording them the time and perspective to make positive changes within their business based on fact and understanding. In addition, there are more people within the club/organisation to educate and stimulate discussion. For that reason, digital alone just wouldn’t do for us.

“We can see from our Club Study results what is on our managers minds and the Insights Magazine will allow us to discuss these topics with the trade and other influencing factors.”

The global edition of the aptly named ‘Insights’ magazine will be hard mailed four times per year to club’s within 59club’s immediate and growing network, a digital counterpart is also available to download on mass.

The first edition celebrates the best operators in the world having achieved 59club flag status for excelling Customer Service standards and also features the elite Leaders and Properties within 59club’s Eminent Collection – the list to end all debates, as those included truly are the industries finest service providers. 

Subsequent issues are driven by live industry data, as 59club’s universal intel uncovers the truth behind visitor perception, member satisfaction, onboarding processes, attrition behaviours, and event management, right the way through to the Club Study survey results that are posted every two weeks.

The magazine will also delve into the success and life-lessons shared by some of the greatest operators and most celebrated properties in the world of golf & hospitality. The final publication of the year, will always review the annual customer experience wins & losses, seeking predictions and forecasting for the future.

Each edition will be informative, educational and focus on insights that you can’t find anywhere else, it’s a guard-down approach to excel. 

Read the Insights Magazine now, and for more information about 59club and the lasting change they can bring to the overall success and profitability of your club, simply visit 59club.com and reach out to your regional 59club Manager.

59club Academy Leadership Programme

Monday July 1, 2024

Read the full course prospectus here!

Designed alongside our partners Andy & Paul of Robincroft Consulting Ltd, our exclusive Leadership Fundamentals Programme has been crafted from the ground up specifically for team leaders, management roles, or future leaders within the golf industry.

For detailed information, download the full prospectus using the form below.

TAGMARSHAL ANNOUNCE NEW PARTNERSHIP WITH 59CLUB UK

Thursday May 9, 2024

Tagmarshal, the market leader in golf course optimization technology, is delighted to announce its partnership with 59club UK. This collaboration presents an exciting opportunity for Tagmarshal to engage with and elevate the experiences of Golf professionals across the region.

Tagmarshal’s state-of-the-art technology provides golf courses with full, real-time operational oversight and reporting. Through an innovative combination of advanced GPS technology and powerful algorithms driven by data from over 50 million rounds, managers can optimize on-course operations, with tools to effectively manage pace and flow of play, enhancing the player experience, increasing efficiency through automation, and generating additional revenue.

The partnership with 59club UK includes educational roadshows, participation in awards and club studies, as well as the sharing of educational opportunities such as online webinars and expert sessions.

“Affiliation with 59club UK is of significant importance to us, showcasing our dedication to elevating the golfing experience. We’re excited about the chance to offer members of 59club UK insightful, analytics-driven guidance to assist them in achieving their goals,” says Stephen Knoop, Managing Director, Tagmarshal International

”59club UK welcomes the opportunity to partner with organizations who share the goal of delivering exceptional Member and Guest experiences. Our aim is to provide high quality data to Owners and Managers to support their decision making, and we know from the mutual clients which we currently share, that Tagmarshal is an outstanding product which supports golf operations and enhances player experience,” says Will Hewitt, General Manager, 59club UK

The partnership with 59club UK builds on Tagmarshal’s existing partner network, which includes several partners, such as the GCAE (Europe), PGA of Alberta, PGA of British Columbia, NGCOA Canada, Metropolitan PGA, Southern California PGA, Pacific Northwest PGA, South Florida PGA, as well as the National Golf Course Owners Association, PGA Magazine and the CMAA Carolinas Chapter.

Tagmarshal partners with private, daily fee, public and resort courses, including 35 of the Top 100 US courses and more than 500 courses globally, as well as several golf management groups. Partners include UK courses like The Grove, Hanbury Manor, Carnoustie, Ballybunion, Hogshead, Lahinch, Old Head, Turnberry, Foxhills and many £30 to £50 green fee courses, which are seeing excellent results. Tagmarshal offers a range of golf cart tracking devices, as well as solutions for walking groups.

To learn more about the impact optimization will have at your course, please contact Stephen Knoop, Managing Director, by mailing stephen.knoop@tagmarshal.com or calling +353 86 052 5077. Alternatively, watch our short demo at tagmarshal.com/demo.

59club Eminent Collection

Tuesday November 28, 2023

59club’s spotlight shines as the 2023 Eminent Collection is announced.

The latest properties and leaders from the world of golf & hospitality have been welcomed into 59club’s ‘Eminent Collection’ at two exclusive events, hosted at Trump International Golf Club, Dubai; and at Wentworth Club, England on the 21st and 23rd of November 2023, respectively.

Recognition by 59club is unbiased, independent, and non-subjective, the only industry award of its kind, symbolizing a true badge of honor for those venues and people consistently delivering the finest levels of customer service,during 59club’s vigorous mystery shopper program.

The intimate ceremony, saw 59club welcome nine industry ‘leaders’ who join twenty-two individuals honored with Eminent Status in 2022. The newcomers receiving the enviable Eminent titles were; Casper Schonfeldt, Discovery Land Dubai; Chris Eigelaar, The Belfry; Chris Fitt, Moor Park; Clinton Southorn, Troon; Francisco de Lancastre David, Finca Cortesin; HoussemBelabed, Gleneagles; Jason Adams, Rockliffe Hall; Matt Aplin, Goring & Streatley; and, Scott Fenwick, Gleneagles.

With only one new property having met the demands synonymous with the Eminent Collection in 2023; as Saadiyat Beach Golf Club join twelve existing ‘properties’ from within 59club’s international network. The elite Collection now represents The Belfry Hotel & Resort; The Celtic Manor Resort; Dubai Creek Golf & Yacht Club; Emirates Golf Club; Forest of Arden; Foxhills Club & Resort; Gleneagles; Golf Son Muntaner; The Grove; Rockliffe Hall; Saadiyat Beach Golf Club; Trump International Golf Club, Dubai; and Yas links, Abu Dhabi.

Of the honors, Simon Wordsworth, 59club CEO said; “What an incredible celebration of ‘excellence’! The Collection all came together to welcome our newcomers to this elite group of industry champions, whilst we honored our existing members for a second term. The Eminent Collection is the ultimate accolade we can bestow on any venue or individual, and it remains 59club’s honour and privilege to continue to shine a light on the people who are shaping the direction the industry continues to take, by maximising the experience that every single customer can enjoy.”

59club’s signature partner; Club Car once again extended their commitment to the Collection, in true reflection of their devotion to honor customer service excellence; with both Reesink Toro & Golf Genius also aligning their brands with this unique portfolio of industry professionals.

The Belfry Hotel & Resort
The Celtic Manor Resort
Delta by Marriott, Forest of Arden
Dubai Creek Golf & Yacht Club
Emirates Golf Club
Foxhills Club & Resort
Gleneagles
Golf Son Muntaner
The Grove
Rockliffe Hall
Saadiyat Beach Golf Club
Trump International Golf Club Dubai
Yas Links Abu Dhabi

Andrew Whitelaw, Aronimink Golf Club
Angus Macleod, The Belfry
Anna Darnell, The Grove
Barney Coleman, Burnham & Berrow
Bernat Llobera, Arabella Golf Mallorca
Brad Gould, The Grove
Casper Schonfeldt, Discovery Land Dubai
Chris Eigelaar, The Belfry
Chris Fitt, Moor Park
Chris May, Dubai Golf
Chris Reeve, The Belfry
Clinton Southorn, Troon
Craig Haldane, Gleneagles
Francisco de Lancastre David, Finca Cortesin
Fraser Liston, Forest of Arden
Gary Silcock, Murrayshall
Houssem Belabed, Gleneagles
Jacques Hobson, The Belfry
Jason Adams, Rockliffe Hall
Jim Mckenzie MBE, Celtic Manor
Jonathan Wyer, Rockliffe Hall
Matt Aplin, Goring & Streatley
Phillip Chiverton, The Grove
Rob Rowson, Forest of Arden
Scott Fenwick, Gleneagles
Sean Graham, Foxhills
Simon Howell, Forest of Arden
Stephen Hindle, Worsley Park
Stephen Hubner, Jumeirah Golf Estates
Stuart Collier, Stoke Park
Tom Hughes, The Belfry

An Interview With: Rocío Sánchez, Finca Cortesin

Wednesday November 15, 2023

In the tranquil haven of Costa del Sol, where the lush greens meet the boundless blue skies, Finca Cortesin stands as a testament to golfing magnificence.

As it prepares to host the prestigious Solheim Cup this week, we had the privilege of sitting down with Rocío Sánchez, the Golf Manager of Finca Cortesin, to unveil the secrets behind their journey towards golfing greatness and their transformative partnership with 59club.

“Rocío, first things first, with the Solheim Cup just around the corner, can you share with us how everything is shaping up for the event, and how exciting is it for you and your team?”

“ We are all thrilled to be hosting the Solheim Cup this week, and have left no stone unturned in preparing to provide an exceptional experience for the players and guests. Over the past two years, all areas of our resort have been tirelessly improved to ensure we’re in top form. The excitement is building as we eagerly anticipate the event and we can’t wait for it to start”

“You have been working with 59club for a couple of years, can you tell us how 59club has helped Finca Cortesin objectively evaluate the customer experience and identify areas for improvement?”

“59club’s definition of excellence in service matches our own at the Club. With its well-defined parameters spanning various aspects of the golf reservation process, from the initial booking call to the ultimate visit day, we gain a comprehensive understanding of our service performance. The clarity offered by these parameters allows us to identify both our strengths and areas in need of improvement. By analyzing the entire customer journey, we can pinpoint specific touchpoints where we excel, and areas where we may fall short, enabling us to implement targeted strategies for enhancement.”

“As the Golf Manager of Finca Cortesin, can you share with us your vision for the club’s growth and what contributes to achieving that goal?”“As the Golf Manager of Finca Cortesin, can you share with us your vision for the club’s growth and what contributes to achieving that goal?”

“In achieving the high-quality standards that we set ourselves, my role involves evaluating the ratings provided by 59club’s mystery shoppers, and preparing comprehensive reports. These reports are then discussed with team leaders to identify areas where we excel and those that require improvement. Based on the findings, new guidelines are established to enhance our service further. Subsequently, I lead a meeting with the team to communicate the significance of this information and emphasize the importance of maintaining our level of excellence. Through this process, we aim to continuously elevate our service standards and provide exceptional experiences to our valued customers. “

“Collaborating with 59club has been instrumental in our continuous efforts to monitor customer service data and elevate our renowned service and facility standards. The ability to track each parameter over time ensures that we remain vigilant and take initiative, never letting our guard down“

“Can you share any specific goals or benchmarks you aim to achieve in terms of service quality and member experience, utilizing 59club’s services?”“Can you share any specific goals or benchmarks you aim to achieve in terms of service quality and member experience, utilizing 59club’s services?”

We have a very clear vision in the quality of service that we want to offer, so our standard rate to achieve this memorable experience for our members and visitors should be always to be in the top 3 clubs and maintain a 59club Golf Flag designation.

“How do you think the ongoing evaluation through 59club’s mystery shopping services will support Finca Cortesin in maintaining a culture of continuous improvement and delivering unparalleled experiences for your members and guests?”

“Over the years, collaborating with 59club has been instrumental in our continuous efforts to monitor customer service data and elevate our renowned service and facility standards. The ability to track each parameter over time ensures that we remain vigilant and take initiative, never letting our guard down. This partnership empowers us to stay responsive to our customers’ needs, identify areas for enhancement, and consistently deliver exceptional experiences that set us apart in the industry.”

“You & the team led the way at our recent Service Excellence Awards by winning Golf Manager of the Year & Golf Operations Team of the Year, what does this mean to you & the team?”

“We are delighted to receive these two awards; it is a testament to the hard work and effort demonstrated by the team day-in-day-out. Undoubtedly, these awards recognize the teamwork that we apply at Finca Cortesin, and we are very fortunate to have an incredible team that allows us to maintain our standards of service each and every year.

Personally, it has given me immense pride in winning 59club’s Golf Manager of the Year & Golf Operations Team of the Year awards. Being recognized in such a unique way makes us feel thrilled! Customer service has always been about exceeding customer expectations, and our team is very professional when it comes to daily tasks and responsibilities. We understand the established standards at the Club that are required to maintain an excellent level of service.”

“As a leader in the golf industry, how do you think the insights and best practices provided by 59club will contribute to the growth and development of golf clubs in Spain, particularly in the Costa del Sol region?”

“The adoption of tools such as 59club by clubs in the Costa del Sol can help raise the overall standards of service, setting a wider benchmark for excellence – as Clubs can monitor their levels of service in a very transparent way and therefore take action to improve on the required areas.”

“Finally, what advice would you give to other golf clubs considering partnering with 59club to improve their customer service, staff training, and overall performance?”

“Finca Cortesin has received some prestigious awards over the last few years for its quality of service and standards that set the benchmark in our region. Our partnership with 59club has been extremely helpful to track our metrics from a non-biased perspective, and take action where needed. So, any service and assistance that can help you achieve your goals, I think its always a good thing”

Technology always at the ready!

Wednesday November 15, 2023

59club is all about detail & data, and our technology plays a vital part in all of that, providing you with the ability to collect survey data direct from 1-1 survey invitations, or the simplicity of a well-positioned QR code or shareable link. We’ve also made some loyal friends along the way via mutual clients, and working together we can generate even more intelligence, while eradicating human error – that’s right, today we’re opening your eyes to CRM & POS hook-ups!

For the average golf & hospitality business, that simply means each time member and guest data is entered into your software, 59club’s survey platform will ‘auto-invite’ the customer to complete the venues bespoke satisfaction survey based on their recent encounter. For example; having joined the club, paid to play, visited the spa or F&B outlet, attended a golf club fitting appointment, made a retail purchase, or having relinquished their club membership.

The functionality can even track a customer’s experience at significant landmarks during their journey, auto generating a ‘series’ of questionnaires, in sequence at set intervals, as programmed by the venue; measuring a new member’s experience over a set timeframe, or even a ‘get into golf program’ as a guide.

Over the years we have managed integrations with a number of the leading CRM & POS providers globally on behalf of our mutual clients.

Most recently we have been linked with Lightspeed; a global innovative ePOS system, and we have also delivered integrated surveys for many clients with the help of other leading providers such as Concept, EZLinks, imaster.golf and Premier Software, all with the ultimate goal of supporting our shared clients to maximise the intel they receive from their customers.

With technology always at the ready, and a wealth of flexible survey templates that cover all areas of the hospitality industry, club staff can save valuable admin time, with elements of human error also eradicated, as the POS & CRM takes over. That means more time to spend on analysing the data, utilising the industry specific benchmarking comparisons, and ultimately; on the important parts of customer experience – spending time with the customer and subsequently around planning improvements!

And while our survey platform is all algorithms, metrics and values, there’s no bots here! We are human, with expert servicing teams located in 9 international regions – from ideation and build support, to launch assistance, data analysis & next-level advice – when you need us, we are with you every step of the way.

We’ll even support your CRM & POS provider with all the necessary’s tech-talk to maximise your data-capture. So, what are you waiting for? Talk to us about your provider, and let’s get you hooked-up and away to go.

Never again will you make decisions blindly or be left wondering why… because you’ll have the hard and fast data at your fingertips, as we open your eyes to the wonderful world of wisdom…

As always; reach out to your regional 59club Manager for more information and to get started…

WARNING!!! Please be assured that 59club will guide you through the process of becoming a tech wizard – no former data-geek experience necessary – full 59club support provided, we have an open API, we’re friendly like that, and we’ll even manage the integration process with your CRM & POS provider as required.

Getting greedy with Group Golf Sales

Wednesday November 15, 2023

The greatest thing about golfers is that they like to play in groups. No one likes to play golf alone and that gives us a huge advantage, whether that’s a monthly seasoned away day, or an annual group of 40+ visiting golfers, we want them to choose to visit us, right?! But are we consistently hitting all the high notes during their enquiry? After all, they’re probably canvasing a few other venues for the best rates.

But does rate really matter?

To some, absolutely! Rate may be everything – but when you consider;

Value = Experience less Cost, it’s the experience that we really need to pitch, and that’s where excellent customer service and call management will always win, but how do you know what to pitch?

Well, I’ll let you in to a little secret – it all comes down to following a solid sales process – none of this wishy-washy stuff – and at 59club we’re experts at mapping out the perfect journey, so here’s some helpful hints & tips, just for 10.

Phone rings – so where do you start?

1. Has the group been before?

2. What’s their previous experience, where did they visit; what did they enjoy; and what are the most important factors to ensure a successful event?

3. Discuss their previous budget and typical spend.

4. Sniff out the competition; who are we up against, have they made other enquiries, have they been given any package prices?

5. Discuss the frequency of the event?

6. Data collection – name, email, number, address, how did they hear of us, what prompted them to call – we want it all…

7. Event data – date, times, number of golfers and their level of flexibility

8. Establish the parameters of their budget?

9. Understand the event specifics – and boy there’s a lot of technicalities to cover here, from F&B requirements, on-course services, and prize tables, to golf clinics and leaderboards.

10. Demonstrate that you truly value their business.

Promotion begins…

Then it’s a simple case of delivering a ‘tailored’ promotion to exceed expectations; as you discuss the venue, your product and your USP’s – demonstrating added value along the way!!! And please ALWAYS give more…

Sales close & Follow up…

Finally, you start your ‘sales close’ and agree your follow-up protocol, because we’re going to be proactive with our next steps. Whether that’s still attempting to convert the business, offering to hold space, or issuing a personalized proposal; or simply providing pre-visit advice having secured the booking.

Yes, the rate may be high on a specific day or time, but by simply understanding the flexibility of your group; you may well be able to come up with an alternative tee time to help shape a great package for them. That’s what group golf is all about, keeping the group happy, and if we can be seen to value their business, tailoring our offering to accommodate them, tweaking this and that to give them the very greatest experience for their buck, then we are hard to beat!

Stop thinking of golf as a solid flat rate – how can it be, when there are so many SPECIFICS to navigate with the group organizer, and added extras that may well cost you nothing, but make the group feel like a million dollars.

If you start out with a solid sales process, designed to glean the information necessary to over-pitch your offering, then you’re on to a winning formula.

Ask your regional 59club manager about our Group Golf Sales audits, education and survey tools. There really is a better way to do things, and we are here to help guide you through initiating that sales process…

Hospitality waits for no one!

Wednesday November 15, 2023

From the second an employee arrives for work, and even before they’ve slipped their coat off and settled into their daily duties, there are customers waiting to be supported & served, and we expect that interaction to be delivered with a smile and genuine interest to help. (As well as hitting all the high notes within our Mystery Shopper audit criteria)

On the whole, performance is true to form, but from time-to-time standards slip – employees may feel the pressures of their role, they may feel undervalued, they may have unknowingly inherited bad traits from other team members – and slowly that smile becomes strained.

The customer may not even notice the difference in behavior at first, but over time it starts to show, you may even hear customers speaking of the uncharacteristic behavior of their favorite employee.

“Motivate them, train them, care about them, and make winners out of them… they’ll treat the customers right. And if customers are treated right, they’ll come back.”

J. Willard Marriott, American entrepreneur, businessman and founder of the Marriott Corporation

To consistently deliver exceptional service, you must nurture your people, inspire their behavior, support them with the right tools and training to perform well within their role, predict their needs, and listen to their woes.

With so many customers to serve and departments to oversee, time often slips away, and every good intention becomes lower down the priority order, but it doesn’t need to be that way.

Just like your customers, there is also a ‘need’ to survey your employees, and for that matter we created a bundle of HR Survey Templates, to make analyzing employee wellbeing that much easier, whether they are an existing employee, new recruit or a leaver.

There’s a whole load of pre-set questions for you to include – as always, we try and take the guess work away, but there’s also the freedom to add any custom questions to your surveys – you’re always able to do that within any of our golf & hospitality templates, you can even make a survey entirely of your own if you prefer.

What always captivates me with the inclusion of a templated question, is the ability to compare your own outcomes with the global industry & podium set averages, that’s what fascinates me the most. How other employees’ experiences, preferences, willingness and loyalty compares to yours, and what you can take from the wisdom of stepping out of your own four walls.

The venue will also be able to identify what motivates individuals, and how they can support continued growth within their employees existing role, also providing clarity and vision over personal career progression.

There may be other survey providers out there – heck one google search and you can find a ton of them! But what you don’t get from any of them is the specialized industry expertise, the flexibility, and the miniscule analytical data that only 59club is synonymous for.

We aren’t just here as a survey provider like some of our competitors are, or as a mystery shopping company either, we are here for the greater good. We don’t just help you to spot flaws or celebrate excellence with you, we give you the solutions to perfect experiences.

Circling back to Mr. Marriott, our very own mantra is cut from the same cloth, we exist solely to help you to motivate your team, to care about them, to train them, and every year we make winners out of them. Your people are the foundation to achieving customer service excellence, that’s the business we are all in, and we’re all in it together!

The Human Resource Survey Templates are free to use within your Survey Platform, they address all areas of the employment roster – from measuring the New Employee Experience, general Employee Satisfaction, plus an Employee Exit Survey.

So, while we’ve got your attention, take some time out today, look into the HR Survey Suite. Give us a call if you prefer, and let’s set some time aside to prioritize employee wellbeing, as we look forward to enjoying the perks of increased customer service delivery.

Eminent Collection Returns

Wednesday November 15, 2023

59club’s ‘Eminent Collection’ celebration is set to return this fall, as we continue to recognize the finest properties & leaders across the world of golf & hospitality, for their unwavering dedication to Customer Service Excellence.

With exclusive events taking place at Trump International Golf Club, Dubai, and at Wentworth Club, England on the 21^st and 23^rdof November 2023 respectively; 59club are delighted to announce that their signature partner; Club Car has once again extended their commitment to the Collection; with both Reesink Toro & Golf Genius also aligning their brands with this unique portfolio of industry professionals, as the 2023 inductees are set to be announced.

Eligibility into the ‘Eminent Collection’ is based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with 59club Flag Designations, all contributing towards the Global Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.

In 2022, just twelve ‘properties’ from within 59club’s international network had achieved the required benchmark synonymous with the Collection, with a further twenty-two ‘leaders’ honored with Eminent Status.

Of the impending celebrations, Simon Wordsworth, 59club CEO said;

“The ultimate accolade 59club can bestow on any venue or individual is to grant them entry into The Eminent Collection. The calculation is fair, transparent, objective, and open to all industry professionals, and by design showcases individuals and venues who not only invite independent scrutiny, but who then deliver outstanding and consistent performances across a minimum of five years.

“It is my honour and privilege to continue to shine a light on the people who are ultimately shaping the direction the industry continues to take, by maximising the experience that every single customer can enjoy.”

As the wider industry waits on bated breath for the 2023 announcement to be made later in November; 59club are preparing to host a full house, as the entire Collection reconvenes to officially welcome the newcomers as they join this elite group of industry champions.

For more information about the Eminent Collection, or to learn about 59club and their plight towards elevating service standards and profitability across the golf & hospitality industry; please visit www.59club.com

Jason Hanna; Redefining Member Experience

Wednesday August 2, 2023

In the competitive world of golf and country club management, staying ahead of the curve requires a combination of dedication, innovative strategies, and utilizing the right tools.

Today, we bring you insights from an industry leader who’s making headway in optimizing member experiences, Jason Hanna, COO of the Credit Valley Golf and Country Club in Canada. We talk about his vision, 59club’s transformative role in their operations, and the future of golf clubs in the region.

The Visionary Path

Under Jason’s stewardship, Credit Valley aims to grow its member service standards by “creating means to measure our progress year over year and benchmarking with similar clubs in our market.” This ensures they’re either meeting or exceeding industry standards and expectations.

Jason highlights the significance of 59club’s industry benchmarking services, calling them “an invaluable tool, not only for club managers but for committees and Boards to better understand industry standards.”

Striking a Better Club Experience

Credit Valley is focusing on enhancing locker room and outside golf operations. They’ve found an ally in 59club, whose survey software and mystery shopping audits has resonated with the club’s team, mainly due to its granularity. This has facilitated more accurate evaluations, streamlined internal communications, and enriched staff training.

“Benchmarking and surveys have been instrumental in setting targets. We have used the HR survey templates exclusively on staff to date in order have a sense of their comfort heading into a busy season, and a peer assessment method with our management team that folds into their appraisals. We will also be expanding to use surveys for Board and committee effectiveness,” Jason shares. This bespoke approach has been pivotal in understanding Credit Valley’s unique aspects, and driving continuous improvement.

On Course for Continuous Improvement

When asked how they intend to capitalize on data, Jason expressed that the information gathered has already contributed to shaping their operational plans, especially around staff engagement.

He also emphasizes the role of mystery shopping services in evaluating customer experiences, stating, “Receiving a timely, comprehensive report covering all areas of interaction at the club allows management to make real-time adjustments, or seek further inquiry into areas performing below standard.”

Industry Influence and Future Forecasts

As a leader in the golf industry, Jason believes that 59club’s insights will contribute significantly to the growth of golf clubs in Canada, particularly in the Greater Toronto Area, that holds about 20% of the nation’s population and many of the top-tier clubs.

“Implementing new operations or software can be daunting at times, but working with 59club makes implementing new protocols and services fairly routine,”

He advises other golf clubs considering a partnership with 59club; “Due to the ability to build services around the specific needs and nuances, 59club will capture data and measure service standards at any club.”

On the horizon for Credit Valley is further integration of these performance management services, especially in terms of member satisfaction surveys on targeted areas of the club’s amenities and additional mystery shopping across other areas of the business such as member onboarding. According to Jason, 59club’s regular training and support will make this a walk in the park.

“Implementing new operations or software can be daunting at times, but working with 59club makes implementing new protocols and services fairly routine,” said Hanna. “59club is with us every step of the way, not only helping us read and interpret mystery shopping data, but also recommending and helping us with our employee education and training plans, as well as providing operations support, they are always focused on identifying opportunities for growth.”

The partnership between Credit Valley Golf and Country Club and 59club paints a picture of progress and promise. With a vision to improve, the right tools in place, and a commitment to service excellence, the future seems bright for Credit Valley and the Canadian golf club industry as a whole.

The world of golf and country club management, as observed through Jason’s lens, is one of relentless innovation, continuous improvement, and unwavering dedication to service excellence. As we navigate the future, these insights serve as a testament to the transformative power of collaboration, and the drive for progress that defines leaders like Jason Hanna and organizations like Credit Valley Golf and Country Club.

Employee Development Trends

Wednesday August 2, 2023

In the world of club operations, having the right people, in the right places, behaving in the right way is paramount to success. A customer only has to receive one bad experience to disassociate themself with a brand or organisation, while spreading news of that poor experience far and wide.

To some, the notion of reinvesting surplus back into operations specifically to educate and develop the team may seem groundbreaking, but could it potentially become the standard for future budgeting?

Now, imagine we shift our perspective slightly and ask: what if a ‘specific portion’ of your overall revenue is dedicated to staff training and development in your budgeting process, just like McDonalds, Starbucks and other enormous global companies earmarks a particular amount for advertising each year?

Although training and development have always found a place in your annual expense report, how can you be certain that your investment is enough, and how can you be sure that it’s paying dividends?

Over the past three years, Club Study has conducted multiple surveys via its industry network to understand the investment trends in staff training and development.

Interestingly, the Club Study industry peers report that their investment seems to have slightly dipped since 2021, as seen in the graphic below.

Surprisingly, these numbers seem rather underwhelming for something so crucial to club operations. Observing the expenditure as an absolute dollar value, however, changes the narrative.

A club with a $3 million turnover will spend less than $30k on average on training & development. Given the financial constraints that club budgets often have to grapple with, including break-even targets, slim profit margins, and increasing inflation, this amount suddenly seems justifiable, even generous to some. But can we really justify increasing this budget?

In the wake of a recent increase in club activities and longer wait lists, many clubs may not see the immediate need for investing more in staff training. The decision-making process is typically reactive rather than proactive, and clubs often prioritize preventing losses over seeking gains. But wouldn’t you agree that the clubs investing more than 2% in staff training probably enjoy a more robust staff culture, leading to better relationships, longer staff tenures, and an overall happier environment? Ultimately, selling and servicing customers to better degrees.

We are pleased to report that we have seen an increased appetite for staff training in recent times, with many 59club clients who receive ‘mystery shopping’ audits investing heavily in training, probably for the same reason they are challenging the golf industry by delivering some of the finest customer experiences in the world of golf.

59club handles enormous quantities of live data and insights, so much so that we are the only authority in golf who can go out on a limb and make such bold accusations about global CX benchmarks and industry trends.

Surprisingly, these numbers seem rather underwhelming for something so crucial to club operations.

Just as we support our clients to understand their customers, we know our clients and we know them very well, and we can whole-heartedly confirm that they take education extremely seriously – so much so that we have witnessed a 166% increase in the number of training sessions delivered by the 59club UK team between 2021 & 2022.

Taking it back to the wider industry, the Club Study network reports that the largest proportion of development dollars is spent on middle management. So, where exactly do these training dollars go? The most logical answer seems to be conferences, organised by various associations and governing bodies at national and regional levels. Conferences can provide inspiration, reflection, and innovative ideas, not to mention the fantastic networking opportunities and the fun that they provide.

Yet, it remains hard to precisely calculate the ROI from these events.

The crux of the matter when justifying expenditure lies in quantifying the return on investment (ROI) from training and development, which is no easy task. If we don’t measure it, it’s likely to be overlooked.

To quantify improvement in training and development, we need a benchmark. This is where “mystery shopping” comes in. As an unbiased, ground-level measure of your customer service, it provides the perfect service benchmark. After a period of conducting such audits, you’ll have a robust dataset highlighting your strengths and weaknesses, confirming (or disproving) your suspicions.

So, what’s next? The answer is simple: Train! Use the data, celebrate the successes, and develop strategies to address the weaknesses. Department-specific training, consistent programming, and building an ongoing relationship geared to enhance club culture, audit after audit, will make a world of difference.

Your focus should always be on measuring. Once you start doing that, you’ll start viewing training as an investment that yields a return. This brings us back to the heart of the industry: relationships.

Written confirmation, what’s the point?

Wednesday August 2, 2023

As the world continues to blaze the digital frontier, there are now more ways than ever to book a tee time or make a dinner reservation at your club. At face value, that’s a good thing. Additional ways to sell tee times and restaurant covers mean more ways to make your club more accessible and potentially profitable.

But new digital pathways also create opportunities for digital missteps. Mainly, customers want to know their credit card information is secure and they want to know when you have reserved their spot – whether that be for a tee time booking, a dinner reservation or even a treatment at the health spa. And if you’re not providing a written record of their place on your tee sheet or a table at your restaurant, customers may start to feel uneasy about the entire process.

More importantly, an inquisitive written confirmation – which we’ll discuss below – eliminates common customer service problems and opens additional upsell opportunities at your club and restaurant.

Golf Visitor Experience Mystery Shopper Insights:

The global golf industry failed to request an email address during 40% of all tee time reservations made during 2022.

17% of all email confirmations went astray; either the incorrect email address was recorded, or possibly never sent.

Only 56% of golfers ever received their booking confirmation…

What’s the point?

The initial purpose of a written confirmation is to acknowledge the correct date and time of the reservation. Simple. The bare minimum.

If you ordered a widget from Amazon without a confirmation of the purchase, you would be left wondering if Amazon is, in fact, fulfilling the order. That kind of digital misstep creates enormous uncertainty and is unlikely to be the first impression you want to convey to your customer.

With email fields being mandatory, most online tee-time and restaurant booking engines provide immediate and automated written confirmation, allowing customers sight of their booking details and the opportunity to spot any potential errors. When the reservation is booked over the phone the duty of collecting the email address sits with the reservations agent. According to Matt Roberts, 59club’s Director of Training & Education, the absence of a written confirmation can lead to uncertainty and potentially some level of confrontation, not to mention the potential loss of revenues.

“If you’re taking the reservation by phone, it’s imperative to take the customer’s email address and ensure it is correct by repeating it back to your guest to avoid errors. From our experience, you would be amazed at how many people show up at the wrong time or even on the wrong day. This leads to an awkward conversation at the check-in counter trying to figure out how the error may have occurred.”

Additional Components

“My customer has booked, my software generated an immediate written confirmation, or my staff have access to send a ‘templated’ email. Done and done. Right?” Not exactly. For many places around the world, golf and secondary revenue channels like restaurants and bar are seasonal. Operating hours, menu items, club dress code and practice facility access and other large parts of the overall golf experience can change and be different from week to week. How often do you rehash the templated message? – and does it contain everything you’d expect?

Small additions to a written confirmation with updated restaurant hours, dress code or practice facility access, for example, ensure customer expectations match your club’s operations. According to Roberts, clubs who don’t include this information in their written confirmation are leaving themselves open to poor customer experience.

“Everything in the written confirmation has to match the customer expectations,” said Roberts. “The last thing you want to happen is someone arriving at your club expecting to eat breakfast and the restaurant is closed or wishing to hit some balls prior to play and it just happens to be that one day the range is closed for maintenance!

Worse yet, and the one that can cause confrontation, is when a player arrives wearing an outfit outside of the club’s dress code policy. The staff are now faced with an undesirable dilemma: do I make a concession to this one visitor and risk others perceiving this as special treatment, or do I force this customer to purchase attire from the club shop to then adhere to the dress policy? A bad experience either way. Both are avoidable with an informative written confirmation.”

Revenue generation

Asking questions or providing additional information within the written confirmation also creates upselling and subsequent marketing opportunities. A common example is the promotion of a golf cart/buggy if one hasn’t been reserved at the call stage. Just by offering a link or a contact to the consumer for them to be able to reserve prior to arrival is imperative for increasing revenue. It also allows the club to prepare this hire item for the arrival of the guest.

Any operator will tell you that the whole check in experience can be busy, but then throw in additional needs of the customer, such as buggy hire, club rental, use of a caddy, or even a personalized gift that the club wasn’t aware of, will lead to more time servicing the guest’s needs and a delay in an already busy operation.

Multiple course operators can also promote the options of an upgrade or highlight other courses within a group. The booking confirmation can also promote elements such as accommodation either on-site, or at other local establishments that offer preferential rates when booked via the club.

And, let’s face it, the opportunities to upsell are endless, when you consider other services and facilities such as high-ropes, custom-fitting, score card marking, leisure & spa usage, private dining etc that can be accessed either on the day, or that may tempt a future return to the club.

Directions or a link to an interactive map, potential transfers and how to book them as well as any information about how to access the club are always useful for any visitors who may be unfamiliar with the area.

Finally, and possibly the most important, are the Terms and Conditions of the club which are there to provide clarity on payment and cancelation, pairing up policy, bad weather and course closures must also be included within the confirmation. You will always be in a more comfortable position, when facing any confrontation, if your T’s and C’s are set in place.

Of course, this is just the tip of the proverbial iceberg when it comes to customer service at your club, and your fellow 59club manager can guide you through industry best practices.

We’ve hit our first milestone!

Wednesday August 2, 2023

Last year, 59club announced its commitment to become carbon neutral across its global operations by 2030, and is unbelievably excited to have taken a huge step on that journey, with its UK & Ireland business now officially accredited with achieving neutrality in 2022.

To help guide them through the transition to carbon neutral, 59club found solace in the services provided by “Neutral Carbon Zone (NCZ)” – a leading consultancy, management and certification platform.

“Strategically we decided to start with the UK business as it is our most mature business. If we can achieve carbon neutral here, we know we can share best practice and achieve it in our Asia, Australia, Canada, European, MEA, Nordic & USA businesses.” said Simon Wordsworth, Founder and CEO of 59club.

Over the last 16 months, Alan Stenson & Krys Stanton from NCZ supported Will Hewitt, Andy Etherington and the 59club UK team to adopt NCZ’s three scope structure to tackle the key areas of emissions, by creating strategies for every emission line, either at the company’s cost or simply behavioural changes within the business.

59club even went further than ‘required’ to help its team members tackle their own carbon emissions through their personal travel and home energy use.

“We reviewed emissions directly generated by the company’s activities, emissions that are indirectly generated by energy purchased by the company, and lastly emissions that arise from organizational activities, but from sources owned or controlled by other organizations.

“It’s taken time simply because of the complexity of our business, as it’s not just our office and our people, but all the emissions created by our mystery testers and auditors as they move around the UK & Ireland, the events that we host such as the annual awards ceremony, client golf days, the servers that our software runs on…the list could just go on.” continued Wordsworth.

The business even went further than ‘required’ to help its team members tackle their own carbon emissions through their personal travel and home energy use.

To date, 59club’s UK & Ireland division has completed the first phase of its pledge, having received the results of a recently commissioned carbon footprint assessment, which measures the carbon emissions generated by the organisation’s activities. The assessment is the critical first stage of a comprehensive and commercially focused carbon management plan. The measurement of 59club’s carbon emissions follows the internationally recognised standard ISO-14064-1:2006.

Wordsworth added; “As we progress through this journey, will start to change company buying decisions to ‘fellow green businesses’ who are positively seeking neutrality – where we stay, where we eat, who we buy from etc.”

Achieving Carbon Neutrality by 2030 across 59club’s Global Operations

“For 59club, the pursuit of excellence extends beyond exceptional customer service; it encompasses a responsibility towards our planet. Today, we proudly reaffirm our commitment to achieving carbon neutrality across our global operations by 2030. With this effort, 59club is dedicated to creating a brighter future, where exceptional experiences coexist with a greener world.

“Today’s announcement marks an important milestone in 59club’s journey towards global carbon neutrality. We firmly believe that every long journey begins with a first step, and this commitment to becoming carbon neutral across our entire global operations by 2030 is just the beginning.”

Wordsworth concludes; “Some of our operations that cover huge geographical areas are going to find this really difficult whilst still trying to grow and be profitable, but we believe this is an absolute necessity for the preservation of our planet. Over the coming decades, we will continue to forge ahead, implementing innovative measures and collaborating with partners worldwide to ensure a sustainable future. We have always tried to be amongst the first/early movers, tried to be creative and innovative and this journey allows us to flourish, playing our part to inspire positive change for generations to come.”

Are you a new age radical?

Wednesday August 2, 2023

In the ever-evolving world of golf club and hospitality management, being a successful manager involves juggling multiple roles. In the whirlwind of these responsibilities, there isn’t enough time to play guessing games about your member or guests’ needs. The best way to learn what your customers want at your club? Ask them !!!

Over the years, we have witnessed a significant shift in customer behaviour within our Survey Software. What started out with aspirations of becoming the most comprehensive pick & mix survey tool in the golf & hospitality industry, has inspired a new-age of club managers who stretch beyond the realms of typical club surveys, to solicit feedback on a whole host of areas to help inform their decision making and the direction the club chooses to take.

Some of those uses border on being radical – a phrase that doesn’t usually appear in the context of Customer Service Management or in Golf in general… but then again, we’ve always been a magnet for those in the industry who like to do things better, and in doing so we like to support them to behave a bit differently…

So, what exactly are these new radicals up to?

They’re putting the club’s destiny in the hands of their members, guests and employees, they’re not just seeking opinion, they’re making instant ‘data-driven’ decisions to help guide the most suitable offering for their customers without prejudice and based on science.

A new age of club managers are delivering surveys for a whole multitude of reasons, some even to establish where their members would prefer grant monies to be spent – on the course, or in the clubhouse?

We’ve seen a club make their entire stock selection based on responses to a simple ‘one question’ survey to establish which brands members would prefer to see in the pro shop – giving different supplier options to both male & female members.

Many clubs are now turning to their members requesting feedback on the club’s competition calendar in an attempt to increase participation, with others collating data to help shape their social events calendar, based on likes and dislikes from previous years, whilst ascertaining interest on potential new themes.

There are so many daily decisions that as managers we face, but the new-age of club managers are involving their members, guests and employees, after all it’s their club and we need them to enjoy it to the absolute maximum, if we want to secure their loyalty.

We’ve always been a magnet for those in the industry who like to do things better, and in doing so we like to support them to behave a bit differently…

We’ve witnessed members inspire seasonal menu changes, and on occasion beer and wine suppliers being switched to the delight of those thirsty members. And then there’s a whole bunch of clubs who made member driven changes to their tee-sheets.

There’s so many survey templates to choose from, and so much data to gain and take inspiration from, but there’s one that remains a favorite, always topping the usage charts – and that’s the new member survey. Designed to ensure all newbies are integrated into the club community from day one. Some club managers go one step further using the intelligent software to send their new members a ‘series’ of surveys at specific landmarks during their first three months at the club – monitoring their journey into club life, and addressing any weaknesses along the way.

But let’s not forget the most important people within your business – your employees!!! Forward thinking managers are gathering critical data from the HR survey template bundle, to analyse new and existing employee’s satisfaction levels, along with finding out why some chose to leave.

We’ve noticed a huge shift from being reactive to pro-active, and that in itself is pure 100 percent karat gold, gone are the days of making assumptions of what will sell in the shop, or what events members may enjoy attending, or why suddenly a loyal group of members went AWOL.

The best way to learn what your customers want at your club?
Ask them!!!

Big shout out to all our radical customers – you know who you are!

And if you’re just starting out on your journey with us – let us guide you to get the best out of your customers, and to give the best back.

Spotlight: Bernat Llobera, Arabella Golf

Wednesday August 2, 2023

The game of golf has seen significant changes over the past few decades and so have the people who play it. Once stuck with the stigma of being stuffy and elitist, golf is now showing signs of getting younger, more inclusive and available to players of all abilities.

As a result, what was expected of a golf course in the past – in the way of customer service and player experience – is changing at the same rapid rate. In phrase: the days of focusing only on turf conditions are coming to an end.

Bernat Llobera receiving his Eminent Collection award in 2023, presented by 59club EU South General Manager Lee Matthew Waggott

In this 59club Spotlight on Service, we head to Mallorca, Spain to catch up with Bernat Llobera, Area Golf Director at Arabella Golf who echoes the importance of providing exceptional customer service across the board, and uses 59club’s industry leading services to objectively evaluate their customer experience, drive continuous improvement, and establish a club-wide culture of service across their three golf properties on Spain’s largest island.

“We see nowadays that it is not only about having a course in great shape. It is about a journey, a full experience.” – Bernat Llobera.

For Llobera, identifying growth opportunities – for revenue and service operations – begins with understanding the experience from the player’s perspective. Working with 59club has made that objective infinitely easier through regular mystery shopping services at Arabella Golf.

“59club’s evaluations are incredibly valuable assets as they provide a client’s perspective which resembles a real guest experience,” said Llobera. “The objective insights provided by 59club are far more valuable than internal assessments. The ‘extra bonus’ is being able to compare ourselves, our three courses, and the ability to compare this to the wider industry benchmarks. And once we have identified areas for growth, 59club’s training and education services allow us to make improvements to our systems and protocols extremely quickly.”

Llobera went on to say identifying and fixing problems as they arise is only half the battle. A commitment to continuous improvement must be the driving force behind changes to customer service protocols.

“Once we receive our evaluation results, we immediately sit down to discuss them as a group,” said Llobera. “We look at everything from comments and images to objective ratings and begin to identify trends and long-term solutions, something that wouldn’t be possible if every team member wasn’t completely committed.”

That commitment to improvement at Arabella Golf, and regular training through 59club has created a culture of customer service at the club. Employee training sessions are completed every year in many aspects of hospitality service, including phone skills, upselling options and retail protocols.

“We see nowadays that it is not only about having a course in great shape. It is about a journey, a full experience.”

“Our team members love the training sessions,” said Llobera. “It’s clear to see that everyone takes them seriously and strives to improve. The common feedback from the team is that 59club knows and understands the intricacies of the business, and from what I know, there is nothing that can be compared to what 59club offers. Most recently 59club training sessions have been instrumental in improving our reservations department – often the first impression with your customer.”

Another goal for Llobera this year? Pick up a few awards.

“We were extremely proud of all three of our properties’ recognition at the most recent Service Excellence Awards, with Son Muntaner leading the way with a gold flag,” said Llobera. “It encourages you to keep working hard. Ultimately, our team members are the ones who create an incredible golf journey for our guests, so it’s especially gratifying to see the entire team recognized for their commitment and hard work.”

Arabella Golf, Mallorca – Son Vida Course, Hole 16

The age old saying goes, ‘that great managers lead by example’; and 59club are quick to point out that Llobera was recently invited into 59club’s Eminent Collection, joining only twenty-two managers spanning 59clubs global territory – and the very first in Europe – having achieved this international benchmark of excellence, which recognises the finest individuals who are leading the industry in the customer experience realms.

Eligibility into the Eminent Collection is based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.

Golf experience in Spain is being elevated by managers such as Llobera who seek analysis and feedback to support their team to strengthen their proposition in the marketplace. The advice that he would give to other club managers in Europe and across the wider golfing landscape is that “59club’s wide range of services and solutions improve the business, and therefore, the bottom line. Through personal experience they understand the golf operation and the hospitality industry better than anyone we have met before; they are a great support specialising in customer service; I highly recommend them and their services.”

Eminent Collection

Tuesday June 13, 2023

The very best performing properties and leaders, having achieved the highest long-serving standards of customer service excellence are invited into The Eminent Collection.

Eligibility is based solely on achievements across the 59club Service Excellence Awards, measuring performances over a minimum of 5 years, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence.

View 2024 Eminent Collection here

View 2023 Eminent Collection here

View 2022 Eminent Collection here

Bridge the gap between Expectation and Experience

Friday June 9, 2023

A case Study exploring global New Member Onboarding trends

In the modern landscape, data stands as the pivotal cornerstone guiding our actions and shaping our strategies. It offers insight, reveals patterns and uncovers hidden opportunities.

In short, data becomes our road map. Insights collected from our recent multi-national survey of new club members reinforces not only the importance of data collection in this industry, but also how action – or in this case, inaction – can create a mismatch between Member needs and Club operations.

Out of more than a thousand global respondents to the member onboarding survey, a striking 80 percent cited “lose weight or get in shape” as the primary motive for joining the health club. This clearly signals a profound desire among members to prioritize their fitness journey and take proactive steps towards health and wellness.

However, there exists a disconnection in the club’s member service ecosystem, indicated by other data points from the survey. A sizable 82 percent of the respondents disclosed that they had not received a new member welcome call within 5 days of joining the club, and only 47 percent received any type of health & fitness induction with the personal trainer, with 40 percent failing to even receive a fitness class schedule.

This data demonstrates a significant gap in communication and service delivery that can hinder members from realizing their wellness goals. It paints a stark contrast between what members expect and what they experience.

Data is a powerful tool, but it’s only as valuable as the action it inspires. What can we, as industry leaders and club managers, do with this data? How can we turn these insights into effective strategies?

Firstly, this data suggests a crucial need to improve communication with new members, ensuring they are well informed about the fitness services available to them. This should involve a personalized welcome call, with an invitation to attend a face-to-face meeting with the personal trainer and / or operations manager, to provide all the necessary items and advice to help them integrate instantly into club life. This simple act of proactive engagement can not only facilitate their fitness journey but also build a stronger rapport, promoting a sense of belonging within the club community from day one.

Secondly, the importance of implementing a comprehensive and structured onboarding program for new members. This should start with a new member initiation meeting, this could include guided tours, allowing the club to emphasize the various fitness services, the different fitness classes or group activity programs and to make introductions to other employees within the fitness team as well as like-minded members, those of a similar ability, or members with relatable fitness goals.

Subsequent appointment scheduling – should not be overlooked, employees should as part of their regular service calls attempt to engage new members in health assessments, equipment inductions, fitness programs and future goal settings, with appointments set aside for regular reviews – and perhaps a complimentary session with a personal trainer. The goal is to provide an enriched experience that encourages members to actively utilize the club’s fitness offerings, and engage with fellow club members and the wider fitness team, whilst serving them to meet their goals.

Lastly, feedback mechanisms should be put in place to continuously gather member input. These might include regular surveys and service calls where members can share their experiences and ideas. This ongoing data collection not only helps to identify any areas needing improvement, but also to anticipate changing member needs, fostering a responsive and adaptable club environment.

This example is a wake-up call for clubs to re-evaluate and reinforce their new member engagement strategies. It’s a clear testament to the importance of effective communication, a well-structured onboarding process, and ongoing feedback collection. By embracing data and taking the appropriate action, clubs can bridge the service gap, enhance member satisfaction, and ultimately, help members succeed in their fitness journey. After all, data is a tool, and its power is realized only when it’s put into action.

If you are ready to measure your member experience and develop a structured onboarding process for your new golf and leisure club members, then help is at hand…

Our New Member Integration Survey, Member Retention Survey and Member Exit Survey Templates will deliver the data to support you to tailor your offering throughout your entire member life cycle.
And you can follow the education lessons within 59club’s Mentor platform, or request for one of the 59club training managers to guide you through the various training modules.

Together we can build a successful member integration and retention strategy for your club, ensuring members feel welcome, connected, and valued, with the purpose of encouraging them to visit more often, enter into club life, refer friends and family and linger-longer whilst they are at the club.

Celebrating Simon Wordsworth

Friday June 9, 2023

We are thrilled to share some great news about our founder, Simon Wordsworth, who was recently recognised as the latest PGA Member to achieve PGA Master Manager status. This announcement comes from the Professional Golfers’ Association itself, marking a new milestone in Simon’s illustrious career and adding another feather to his cap.

The PGA Master Manager status is an accolade of the highest order, recognising Simon’s significant contribution to the golf industry and his immense expertise in club management. He is one of only sixty one PGA members to have been granted this honour.

Our founder has always been a forward-thinker, a trailblazer who has ceaselessly worked towards promoting the golf industry’s best practices. He founded 59club back in 2008, with a vision to revolutionize golf management and service excellence. Under his leadership, we have grown from a handful of clubs in the UK, to a multi-national brand and industry leader with divisions and operations on five continents.

Reflecting on his achievement, Simon shared, “It’s incredibly humbling to receive this recognition. I’m passionate about delivering excellence in golf management, and I believe this honor represents the collective efforts of our fantastic team at 59club. We’ve always strived to deliver the best, and we’ll continue to do so.”

Over the years, Simon has always been a proponent of professional development within the industry. He believes that the key to success lies in continuous learning, evolving with changing times, and always striving to improve. This ethos has been ingrained in our organisational culture at 59club and continues to drive us towards excellence.

Simon’s PGA Master Manager status comes as a result of his vast experience, his dedication to the industry, and his ability to lead, challenge and inspire. It not only recognizes his past achievements but also underscores his potential for future contributions to the golfing industry. We’re confident that under Simon’s stewardship, 59club will continue to reach new heights and redefine industry standards.

We are absolutely delighted for Simon and immensely proud to be led by a PGA Master Manager. As we continue our journey, we remain committed to the pursuit of excellence, championing the finest standards in golf and leisure management.

Congratulations, Simon! This is a well-deserved recognition, and we are excited to see where your leadership takes us in the future.

Boost your F&B operations

Friday June 9, 2023

Golf clubs aren’t merely venues for a beautiful round of golf; they’re spaces where members bond over a meal or drink. As such, food and beverage operations play an essential role in shaping the member experience. However, balancing quality with profitability is a delicate dance that golf clubs across the world grapple with, especially during off-peak days.

According to recent analysis by 59club Study; 1 in 4 golf clubs reduce or even eliminate their F&B operations during their slowest days of the year, 56% of clubs identified Monday as the slowest day of the week, with Tuesday trailing at 22%.

In this case, the data – based on research from a global network of managers within the 59club Study community – affords managers industry insights around how other clubs are making changes to their F&B opening or closing times on specific “slower” days.

Data collection and understanding are fundamental before making any decision at your golf club. Precise data collected from your own members and guests will enable you to objectively assess your club’s operations, track member & guest preferences, and identify trends. It takes the guesswork out of decision-making, giving you a solid foundation upon which to design effective strategies.

These “slow” days offer an opportunity for creative solutions that can boost sales and enhance member satisfaction. If the data suggests that you should remain open, and lets face it, who wants to shut up shop when there’s potential revenue to gain, maybe it’s a case of kicking your restaurant into gear to boost sales on these slow days.

Remember, the goal is not just to increase sales but also to enhance the customer experience. The strategies you adopt should reflect your club’s ethos and cater to the needs and preferences of your members & guests, here are some strategies to consider;

Innovative Marketing and Communication

Using email newsletters, social media, and even the club’s website to communicate special offers or themed nights can spark interest and increase attendance. Communicate consistently and ensure that your message reaches your customers effectively.

Customer Engagement Activities

Involve members & guests in activities such as cookery classes, wine tastings, or a ‘meet the chef’ evening. These initiatives can create a sense of community and encourage members to visit the club on slower days.

Strategic Partnerships

Consider partnering with local businesses to create attractive package deals that combine a round of golf with dining discounts. This can help attract new visitors to the club and possibly convert them into regular members.

Streamline Operations

Use data and analytics from platforms like 59club Study, alongside your own regular customer satisfaction surveys to identify trends and monitor member preferences. You can use these insights to streamline your F&B operations, optimize menus, manage inventory, and reduce waste.

Slow days need not be a drain on your club’s F&B operations. By adopting creative strategies and leveraging data, you can turn these off-peak periods into opportunities for growth and member engagement. Remember, every day at your golf club is a chance to make a lasting impression and deliver an exceptional experience.

Don’t let the off-peak blues bring you down; instead, use them as a springboard to elevate your club’s F&B operations to new heights.

Avoid this costly question

Friday June 9, 2023

In the world of retail, there is a common question that has plagued salespeople for years. It’s an easy question to ask, an easier question to answer and it does exactly nothing for your bottom line.

The question in question? “Can I help you?”

It seems innocent enough, a well-meaning attempt to assist customers. However, according to 59club Global Trainer Matt Roberts, this question may be the absolute worst to ask in any retail setting, and what’s more staggering is that 59club’s industry leading data suggests that 75% of all mystery shoppers were either asked this very question, or simply ignored after showing interest in a product.

The Ineffectiveness of “Can I Help You?”:

According to Roberts, the question “Can I help you?” often falls flat, and worse, creates a negative feedback loop between you and your customer. The most common response? “I’m just looking, thanks.” This lackluster interaction fails to create a meaningful connection between the salesperson and the customer, leaving both parties unsatisfied.

A fact supported by 59club’s mystery shopping data, which highlights, “of those that were asked this question; 58% identified that they would not wish to make a purchase”. Immediately, nearly 80% of customers who are asked “Can I help you?” aren’t buying. Now that’s a big-time problem.

Missed Sales Opportunities:

Asking the wrong question can trip up sales professionals and hinder their ability to create sales opportunities. Instead of resorting to the generic “Can I help you?” query, it is crucial to engage customers in a conversation that promotes active dialogue. By understanding their specific needs and preferences, salespeople can tailor their recommendations and provide a more personalised experience.

Turning Conversation into Sales Opportunities:

Having eliminated the “Can I help you?” scenario; 59club’s education stresses the importance of asking engaging questions that promote casual chat. For instance, sales staff asking customers a combination of open and closed questions about their golf game, their abilities, or their favourite part of their game can lead to fruitful conversations. These interactions can uncover areas where customers are struggling and allow sales professionals to offer relevant solutions or services. By actively listening and providing personalised recommendations, retailers can turn missed opportunities into successful sales. What do customers want in a personalised experience? Let’s find out through needs analysis.

The Power of Needs Analysis:

One key element of 59club’s education is the importance of conducting a needs analysis for customers seeking a particular product. Rather than immediately showcasing a range of options, salespeople should focus on understanding what the customer is looking for in that specific product. By asking a selection of well-constructed questions about their preferences, why they’re in the market for the product in the first place, current usage, and desired improvements, sales professionals can gain valuable insights to guide their recommendations. Failing to conduct a proper needs analysis can result in further missed sales opportunities. Alarmingly, only 50% of 59club mystery shoppers received a needs analysis during their encounter with the retail team, and to their detriment, 77% of those shoppers stating that they did not feel compelled to make a purchase based on their sales experience.

What’s a better way?

A crucial aspect of the retail sales process is the significance of linking product features to their benefits. Rather than overwhelming customers with a laundry list of specifications, salespeople should emphasize how a product can meet their specific needs and provide value. By identifying the benefits that resonate with the customer, sales professionals can create a compelling case for making a purchase. This approach not only enhances the customer’s understanding, but also increases the likelihood of closing a sale.

In the realm of retail, the question “Can I help you?” may be the worst one to ask customers. It often leads to missed sales opportunities and fails to establish a meaningful connection. By embracing alternative approaches, conducting a needs analysis, linking features to benefits, and promoting engaging conversations, sales professionals can transform their interactions with customers.

It is through these personalized and attentive strategies that retail businesses can foster stronger customer relationships, increase sales, and provide exceptional shopping experiences. So, the next time you step into a retail environment, remember that a genuine conversation can make all the difference.

Think Tank

Friday June 9, 2023

Have you been here before? It’s an innocuous and generally harmless question with enormous upside.

The restaurant industry have used this relatively innocent question for decades in order to prime the pump for an engaging customer experience. Asking someone if they have been to your golf course, restaurant, spa – or any other hospitality or leisure venue – opens the door for conversation and questions, builds rapport and emotional connection between the customer and your staff/brand, and provides an opportunity to share your club’s best stories or things a customer should know before heading out.

59club has crunched the numbers and, once again, the top-performing clubs never miss an opportunity to ask this question during the tee time booking call. The rest of the pack, however, fails to ask this question 64% of the time.

On arrival at the club during checking in for golf; even the best performers struggle when it comes to discussing a visitors previous experiences as they attempt to build a personal rapport, only achieving 68%, with the 59club industry average sat at just 50%.

Let’s dive in.

The most effective way to open the door for an engaging conversation and information gathering is to ask personal questions but asking a customer where they see themselves in five years or what makes them the happiest isn’t really appropriate in this instance. Asking a visitor if they have played the course before, however, is a semi-opened-ended question with a clear goal and hundreds of different avenues for additional conversation. If the customer has played the course before, it begs the question “when?” Was it a long time ago or before a recent renovation? Have there been changes to improve the club since then? Why did they take so long in between rounds? Are they from out of town and should their name and email address go into a special “feeder market” list bucket in your CRM system? Enormous amounts of information all gained from starting with one simple question.

These types of conversation starters not only gather important information for marketing and customer service operations, but also provide an opportunity to tell positive stories or provide important general information about your club to someone who may not know. If someone is playing for the first time, they might want to hear about a featured hole, strategy on how to play the course, where to find locker room, restaurant, practice area and 1^st tee, humorous anecdotes and other positive stories.

The message is clear, the top performing clubs need to be more consistent from managing the tee time call to greeting a visitor on arrival, far too many other clubs – that feed into the 59club industry average – are leaving easily gatherable information on the table. The golf and leisure clubs who take charge of the first impression and subsequent conversations tend to score higher in other areas as well, creating a domino effect of individual, positive experiences which lead to a better experience overall.

Working with the data

Delve into your Mystery Shopping Audits, and analyze how many times the team has asked this question ‘month on month’ and ‘year on year’, paying close attention to the podium performance, industry and your own competitor set average to see how you compare.

Celebrate those within the team who have witnessed successes, reminding others of the fundamental basics to perfect their engagement techniques.

Encourage skill-share, role-play, and time away to study, reminding the team of the learning links within the mystery shopping results, and the resources within the Mentor education platform to develop their sales process & customer service experience.

Review successes and set targets on a regular basis as Mystery Shopping results are released…

Spotlight: Matt Barr, We-Ko-Pa

Friday June 9, 2023

In today’s competitive golf industry, it’s crucial for golf clubs to deliver exceptional customer experiences to attract and retain players. One golf club that has successfully navigated this challenge is We-Ko-Pa Golf Club, located in Scottsdale, Arizona, which – under the leadership of General Manager Matt Barr – has seen significant growth in retail and F&B sales over the past two years. Their secret? Unbiased, actionable data collected from regular mystery shopping audits.

The Partnership Between We-Ko-Pa Golf Club and 59club

Barr and his team at We-Ko-Pa Golf Club gained valuable insights into the areas where they could improve their customer service and drive sales growth. According to Barr, what started out as an opportunity to identify on-course condition and maintenance, like turf health and bunkering, turned into an extremely valuable tool for nearly every customer-facing operation at the club.

“Managers can’t be everywhere at once, so we engaged with 59club in order to make sure our on-course product was up to our standards,” said Barr. “The data we received from our initial golf visitor experience audits opened our eyes to not only the on-course product, but also our retail and F&B operations. We quickly realised we could grow in many ways.”

Implementing Effective Sales Techniques

Armed with the insights, Barr and his team at We-Ko-Pa Golf Club implemented new sales techniques that focused on improving customer interactions. By training staff to engage with customers more effectively and to upsell and cross-sell products and services, the club was able to increase its retail sales by double digits in a little under two years.

“We’ve seen a remarkable retail sales increase since starting with 59club,” said Barr. “This growth can be directly attributed to learning and implementing effective sales processes that focus on upselling and cross-selling. By equipping our team with the right tools and techniques, we’ve been able to enhance the customer experience and drive significant revenue growth for our club.”

On the F&B front, mystery shopping data allowed Barr and his team to identify areas for growth and double down on quality customer service operations. According to Barr, simple questions asked by F&B staff have led to significant sales increases, and even improved employee satisfaction.

“Asking simple questions like ‘have you dined with us before’ or ‘would you like another beer’ not only lead to increases in F&B revenue, but also staff wages,” said Barr. “As bills increase from another round of drinks or upselling a more expensive spirit, so do tips for our servers. It’s a win-win across the board and something we might never have seen without data from 59club.”

Enhancing Customer Satisfaction

By making improvements in their daily processes, We-Ko-Pa Golf Club was able to enhance the overall customer experience. Satisfied customers are more likely to return to the club and recommend it to others, which will have a positive impact on future sales. The increased focus on customer service, driven by the insights gained from regular mystery shopping audits, helped the club create a more enjoyable guest experience.

The success of We-Ko-Pa Golf Club demonstrates the significant impact that mystery shopping and data analysis can bring to the golf, leisure & hospitality industry. As the industry becomes increasingly competitive, it’s essential for clubs to prioritize customer service and continually strive for improvement. By partnering with 59club, venues can gain valuable insights and support to help them boost sales and create exceptional experiences for their customers.

Prospective Member Enquiry – The Power of the Phone Call

Friday April 14, 2023

Members are the life-blood of many clubs; failure to convert them can prove expensive in both the short and long-term. But maximizing the opportunities which present themselves often comes down to having the correct person adopting the correct policies.

Yet one of the most overlooked aspects of converting a prospect comes at that very first stage: the answering of the call. Firstly, it’s essential that the correct person is available to answer the call. Those who hesitate are lost, and so are those who are not there in the first place.

Ask yourself how many opportunities are lost if the phone goes unanswered? Or if the correct staff member is on holiday or sick? So, when you consider that on only 58% of occasions did our mystery testers get to speak to the correct person on the first attempt of calling – according to the 59club industry score – we begin to appreciate how many opportunities may be lost.

That’s effectively twice in every five calls a prospective member speaks to the wrong person, necessitating a call-back. Worse still, what if the prospect calls a competitor while waiting for your return call, and they went on to impress them so much that they signed up!?

One of the most important aspects of the initial enquiry call is the art of building a rapport with the caller. This comes naturally to an engaging staff member, but this technique is lost when the wrong person tries to deal with an enquiry.

An engaging staff member will attempt to build a rapport; asking the prospect about their golfing background, how often they play, where, and what is their handicap, all simple conversation pieces. Yet the industry are only getting 28% of the picture, while the best-performing clubs glean a much better understanding of their prospects, as they achieve 77%.

Asking what has prompted the enquiry is likely to provide you with further valuable information. They may, for example, be a member elsewhere and be unsatisfied with the condition of the course, or a lack of investment, allowing the staff member to respond with positives about the excellent course condition and raft of recent and future investments. This is designed to edge the caller towards a positive outcome, both now and then later in the sales process when they visit the club.

There are countless reasons why somebody will make the initial call; employees who fail to delve into them will find it harder to persuade the prospect to put pen to paper. The podium performers have realised this and without fail, they established what prompted the membership enquiry every single time; the industry asked the question 70% of the time.

Furthermore, establishing the caller’s primary requirements for a membership – competitive golf, the social aspect, entertaining clients, meet new people etc – leads to other opportunities that will relate to their needs, with the intention of exciting them at the thought of a membership later in the call. Again, the podium score reflects the success therein with 86%, while the industry average drops to 44%.

Effectively, taking the last three areas together, it’s clear that industry-wide we’re failing to establish the caller’s history and membership needs on every other occasion.

A further vital question is required to establish whether the caller is also contacting other clubs with the same enquiry. With relevant SWOT analysis of your competition, your staff are in an ideal position to stress your strengths over your rivals’ weaknesses, without the need to openly criticise them.

However, the importance of this approach seems to be lost on many clubs; with a podium score of just 50% and, even more disappointingly, an overall industry rating of just 14%.

Using all of the personal information gleaned, you are now in a position to make a ‘related’ promotion of the member services, club facilities and USPs, for how else is one to excite the caller? Yet, despite the obvious importance of this action, the industry comes in with a rating of just 55%, and the podium not much higher at 72% when analysing their promotion.

Now that the prospect is excited at the thought of membership, the emphasis is to encourage the individual to visit the club in order to view the facilities and discuss member benefits further.

In future issues, we will look at how the membership sales appointment should be structured.

If you would like to take a closer look at the membership sales process, visit the 59club Mentor education platform to fill any shortcomings in your member sales enquiry process.

59Club Study – Connects Managers with Industry Insights and a Global Community

Friday April 14, 2023

For those of you who are new to 59Club Study; the platform connects curious Club Managers and industry personnel from around the globe, creating opportunities to explore operational decision making from a wide range of operators in different locales, under different cultural norms, as we learn from each other.

59Club Study’s goal is to build a professional network of hospitality managers, driven by data and club research, with a strict focus on collaboration and tackling tough topics together.

Each fortnightly report highlights technical, conceptual, and philosophical insights from inside Golf, Leisure & Hospitality businesses across the UK, Europe, USA, Canada, Asia, Middle East, Africa, Australia & New Zealand.

Managers are encouraged to submit questions they would like to appear in subsequent surveys, putting you in control of the direction the study takes, providing an industry perspective like no other.

The insight, collaboration, and community that 59Club Study creates, will inspire curiosity, and ultimately empower Club Managers to make informed data-driven decisions.

Click here to read three of 59Club Study’s most recent reports.

59club Think Tank: Employee Retention

Friday April 14, 2023

Which is more important for employee retention: higher wages or schedule flexibility? Employee turnover can be costly and time-consuming, and it’s essential to keep your top talent motivated and engaged. Any club manager will tell you it’s much harder to find and train a new employee, than it is to keep good staff members happy.

If you get word a few of your best employees are beginning to think about working elsewhere, what do you do?

You could pay them more, certainly, but that might not be the underlying issue for their unhappiness. Schedule flexibility could help, but you need them at the club as often as possible. After all, they’re your best staff members.

What is more important: higher wages or schedule flexibility? What would work the best? How could you possibly know? It might depend on individual needs.

Higher wages can be an attractive option for employees, as it can increase their sense of financial security and stability. Employees who feel that they are being paid fairly are more likely to be motivated and committed to their work. However, there is only so much you can offer in terms of a salary before it becomes unaffordable for your business. It’s essential to consider whether you can sustain paying higher wages in the long term, especially if it means compromising on other areas of your business, such as investment in training or new equipment.

On the other hand, schedule flexibility can be another key factor in employee retention. Many employees value having the ability to adjust their work schedule to accommodate personal or family commitments, such as attending a child’s school event or caring for a sick relative. Offering schedule flexibility can increase employee satisfaction, which can lead to increased productivity, engagement, and loyalty. However, it’s important to ensure that schedule flexibility doesn’t impact business operations or create any staffing gaps that can impact other employees’ workloads or morale. Can your club operate successfully with that amount of flexibility for just one or two employees? Does it have to be available to every employee?

So, what’s the answer? Which is more important: higher wages or schedule flexibility? It’s challenging to determine what’s more important without asking your employees directly.

By surveying your employees, you can gather unbiased feedback and gain valuable insights into their preferences and needs. You can ask staff about their thoughts on higher wages versus schedule flexibility and use this information to make more informed decisions about how to retain your top talent. All anonymously and without bias.

These are only two answers to a delicate problem faced in the club industry. Both options have their advantages, and the answer to what’s more important may vary depending on the individual needs and preferences of your employees. To make an informed decision, it’s essential to gather feedback from your employees and use this information to make adjustments to your retention strategies.

With 59club’s survey tools at your disposal – you really can ask whatever you like. Plus the HR survey templates make it easy to monitor employee wellbeing, engagement & satisfaction levels, ensuring that you are providing existing employees and new hires with the support they need to thrive in their roles – and there’s always something to learn from an employee exit survey.

If the reality is that ‘happy employees = happy customers,’ then it’s high time we prioritise employee well-being.

As J. Willard Marriott famously said; “Take good care of your employees, and they’ll take good care of your customers, and the customers will come back”.

Spotlight on Service – Featuring Abu Dhabi City Golf Club’s General Manager; Rhian Lobo

Friday April 14, 2023

Running a golf club located in one of the most luxurious destinations in the world, Abu Dhabi, certainly puts a premium on excellent customer service. The city attracts a diverse range of visitors from all around the globe, from business executives to leisure travelers, all of whom expect a high level of service and experience and are accustomed to top-notch treatment wherever they go.

In a place like Abu Dhabi – and for general manager of Abu Dhabi City Golf Club, Rhian Lobo – investing in customer service operations is crucial to meet the expectations of both local and international guests.

“As a premier golf destination in the region, we understand the importance of delivering a world-class experience for our members and guests,” said Lobo. “By investing in our customer service operations, we can ensure that we meet and exceed the expectations of our customers, and maintain our position as a leader in the industry.”

One of the key investments for Lobo and his team was partnering with 59club, to work on many aspects of their customer-facing operations.

“We strive to provide our members and guests with the best possible experience, and 59club has been instrumental in identifying not only areas of improvement, but also how to capitalize on things we already do well. They’ve been instrumental in helping us achieve our goals,” said Lobo.

Identifying needs and opportunities are one thing. Collecting and implementing actionable data is another. Using data collected through 59club’s survey tools, Abu Dhabi City Golf Club was not only able to identify that their customers wanted improvements to their driving range, but also used data to create a pitch to their governing board. With the help of such intel, they now have ball tracking technology on all 48 bays, something their members & guests greatly valued.

Lobo adds, “The reports from 59club has given us a fresh perspective on our operations, enabling us to focus on the areas we might have otherwise overlooked. We’re thrilled with the impact it’s had on our driving range, and we look forward to implementing further changes based on new reports down the line.”

In addition to their unbiased mystery shopping audits and survey data, Abu Dhabi City Golf Club has also benefited from on-site training sessions with 59club. These sessions bring the team together and provide them with the tools they need to excel in their roles.

Lobo explains, “Investing in our team is crucial to maintaining our high standards of customer service. The F&B, golf operations, membership sales and retention training sessions provided by 59club have helped us identify our team’s strengths and weaknesses, enabling us to provide targeted training that has ultimately improved the customer experience.”

The investment in 59club and commitment from Lobo’s team has already paid dividends. According to 59club’s data comparisons over the course of the last three years, Abu Dhabi City Golf Club’s customer service satisfaction scores have shown double digit increases in eight different categories, spanning; staff sales & upselling aptitude, customer engagement, facility management, on-course service standards, and the food and beverage operation to name a few.

“The ability to measure our investment and see our success through these reports has been absolutely incredible,” said Lobo. “It can be easy to implement a new program as a manager and simply forget about it. When you forget about it, so do your staff. With regular mystery shopper reports from 59club, we make sure we’re always focused on what matters to our customers, and we are able to reward our staff for achieving measurable success.”

Abu Dhabi City Golf Club has come a long way in their customer service journey. Starting from a Bronze Flag Designation, they have progressed to the 59club Gold Flag standard, a testament to their commitment to excellence.

Lobo concludes, “59club has been an integral part of our success, and we wouldn’t be where we are today without their support. We’re excited to continue working with them to provide the best possible experience for our members and guests.”

The F&B Upsell Engine

Friday April 14, 2023

Making members and guests feel valued and welcome is an absolute no brainer for any hospitality venue, but for golf course F&B establishments which often operate with smaller margins and lower foot traffic than traditional restaurants, the line between success and failure is razor thin.

And with labour shortages and employee turnover at levels not seen in decades, the importance of increasing margins through upselling and keeping good employees has never been higher.

According to 59club’s global data; the F&B customer service tactic most in need of improvement is also the least costly, and happens to be a catalyst for increased margins. It also helps raise tips for servers and happens to be one of the key components of exceptional customer service – friendly conversation starters, A.K.A the upsell engine.

Customers are far more likely to purchase additional or premium items when they have a personal connection to their server.

Something as simple as a friendly introduction from the server, with the attempt to involve the table in engaging conversation can be the difference between your customers ordering the least profitable items on the menu, or on their recommendation, opting for the higher ticket, higher return options, or additional courses.

Developing rapport through the ‘friendly conversation starter’ tactic is something every server in your organisation should strive for at the beginning of each individual interaction. And it works.

This same tactic is also one of the driving forces of higher tips. Since most diners chose to tip a percentage of the bill; raising the final total through upselling – made easier through friendly communication – will increase gratuities and employee satisfaction, and assist in lowering employee turnover.

The Stats…

Clubs are simply not taking advantage of this tactic. When it comes to a server’s willingness and ability to initiate friendly conversation starters; the podium performers score just 58%, the 59club industry average drops to 40%, showing an industry wide opportunity for growth and higher F&B margins.

Despite all the positive scenarios related to upselling, staff are just not on board. We have to focus their attention and encourage them, and give them the confidence to give upselling a go. The opportunity to sell more and increase F&B profits is easy money, yet the industry only attempts to upsell additional items on 37% of occasions. The podium venues also need to re-focus their servers, as they only achieved 56%.

Let’s do the math based on a club that see an average of 140 players per day, of which 40 of them order a meal after their round.

If the servers use friendly conversation starters to prime the table for the upsell of an additional course priced at £5 (with a 60% margin), and managed to convert just half of the 40 diners; the result is a £21,900 uplift in profit over the course of one year, just by implementing a simple conversation piece in your customer service toolkit. Win win.

And let’s not forget the opportunities to upsell simple but highly profitable snack items & drinks to the 140 golfers before they even teed off ! And that’s something we can all get more bang from our buck; with the podium set performers only attempting to upsell 30% of the time, and the industry missing even more opportunities, as they only attempt to upsell to a fifth of all golfers !

Implement friendly conversation starters today, and watch your profits sore.

Golf’s Customer Service Management Specialists expand operations as 59club Nordic launches

Friday February 10, 2023

59club, the industry leading Customer Service Analysts and Training Provider has today announced its expansion into the Nordic regions of Iceland, Finland, Norway, Sweden & Denmark, bringing their wealth of Mystery Shopper Audits, Satisfaction Surveys and Employee Training Programs – created specifically for the golf & hospitality industry – to the fore.

Impressive expansion plans have already seen local 59club divisions established, currently supporting hundreds of golf clubs, resorts and management groups within the USA, Canada, UK, Europe, Asia, Middle East, Africa and most recently Australia & New Zealand. It was only a matter of time before the global leaders firmed up their support in the Nordic regions, as they work tirelessly to help clubs shape and develop their sales & customer service cultures.

After a long-standing engagement between 59club HQ and The Scandinavian Golf Club, alongside additional partnerships with European Tour Destinations within the Nordic regions; 59club are delighted at the prospect of having feet on the ground to further support these venues, and attract many more just like them who share the same focus of elevating customer service levels, with the desired effect of driving retention, revenues, and profits.

The new opening welcomes Sebastian Czyz Bendsen, as 59club Nordic’s Sales Manager.

Having graduated from Kent State University, OH, USA with a BA in Finance and a MA in Sport and Recreational Management, and after a well-spent career in golf – most recently in his home Country working with the Danish Golf Union – Sebastian joins 59club with a wealth of attributes and a self-confessed love of educating and guiding leaders towards innovative ideas.

Many would say he’s the perfect fit, offering industry experience and driven by his passion and excitement for connecting Golf Club’s within the Nordic regions, with the resource and global formula to excel their customer experience, and to create an even better community for their members & guests.

Of the announcement, Simon Wordsworth, 59club CEO said “Sebastian is a real go-getter, and well versed in the role that Customer Service plays in growing the game of golf and keeping players enthused and loyal to the sport. And now as he joins 59club, he’s ready to take the support and intel he can offer to clubs a leap further. Sebastian appreciates the complexities of club cultures and has worked with similar principals when supporting the US collaborations with the PGA of America, ClubCorp (now Invited), the TPC Network and Kemper Sports. All private golf corporations, and all searching for means to optimize their business, as well as recent initiatives delivered by the Golf Union.

“We are all excited about the impact that 59club will make in the region, our global benchmarking data is second to none, and as always, we are spurred on by the rewards our clients enjoy, as we deliver the roadmap to measure, train, support and reward the individuals, teams, managers and groups we work with to perfect the art of delivering Customer Service & Sales Excellence – we can’t wait to get started!”

Offers are now being promoted, all clubs interested in becoming the first to sample 59club’s industry leading Mystery Shopping Services, Satisfaction Surveys and Training Tools are invited to reach out to Sebastian@59club.com to sign up for a demo and to unlock their FREE trial.

59club Eminent Collection

Thursday December 1, 2022

An exclusive event hosted aboard the Sunborn London; a floating super-yacht hotel in Royal Victoria Dock, marked the special occasion for those having achieved the highest long-serving standards of customer service excellence. With a previous soiree delivered days before at one of Dubai’s leading restaurants; Carine at Emirates, as 59club’s first inductees were welcomed.

Simon Wordsworth CEO of 59club said; “having amassed over 12 years of non-subjective performance data spanning all aspects of customer service, 59club has an unparalleled vision over those within the Golf & Hospitality Business who have proven their excellence, time after time, year after year. In honour of those years of dedication, the Eminent Collection was born to represent an international benchmark of excellence, which recognises the finest individuals & properties who are leading the industry in the customer experience realms. It is the only badge of honour that is an unbiased testament to having created a customer-centric culture, that puts the customer and their needs first, whilst regularly seeking objective affirmation that those needs are exceeded”.

Eligibility into the Collectionis based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.

Simon added “There is no debate to be had, you are either in or not, if in it is crystal clear why, if out then likewise you know what you must do. There is no self-assessment, no bias, no cloudy subjective entries – if you are in the Eminent Collection, you are there because you put yourself, your team, your venue up for independent non-subjective scrutiny of your customer service performance. The venues and individuals are proven to be amongst the best operators in the business – that is what the Eminent Collection is there to show. That is exactly why a brand like Club Car, who are all about customer experience and vehicles of the highest quality has chosen to support us in highlighting these achievements.”

Twelve Properties from within 59club’s international network achieved the Benchmark of Excellence. Four were from the UAE, one from Europe and seven from the UK.

2022’s induction roll also included twenty-two individuals. Three are from the UAE, one from the USA, one from Europe, and seventeen from the UK.

The Belfry Hotel & Resort
The Celtic Manor Resort
Dubai Creek Golf & Yacht Club
Emirates Golf Club
Forest of Arden
Foxhills Club & Resort
Gleneagles
Golf Son Muntaner
The Grove
Rockliffe Hall
Trump International Golf Club Dubai
Yas Links Abu Dhabi

Andrew Whitelaw GM/COO, Aronimink Golf Club
Anna Darnell Resort Director, The Grove
Barney Coleman Club Manager, Emirates Golf Club
Bernat Llobera Area Golf Director, Arabella Golf Mallorca
Chris May CEO Dubai Golf
Gary Silcock General Manager, Murrayshall
Stuart Collier Director of Golf, Stoke Park

Brad Gould Director of Golf, The Grove
Chris Reeve Director of Golf, The Belfry
Fraser Liston Director of Golf, Forest of Arden
Sean Graham Head of Golf Operations, Foxhills
Stephen Hindle Golf Manager, Worsley Park
Stephen Hubner Club Manager, Jumeirah Golf Estates

Angus Macleod Director of Golf Courses & Estates, The Belfry
Craig Haldane Golf Courses Manager, Gleneagles
Jim Mckenzie MBE Director of Golf Courses & Estates, Celtic Manor
Jonathan Wyer Golf Course Manager, Rockliffe Hall
Phillip Chiverton Golf Course & Estates Manager, The Grove
Rob Rowson Golf Course Estate Manager, Forest of Arden

Jacques Hobson Food & Beverage Outlets Manager, The Belfry

Simon Howell Golf Operations Manager, Forest of Arden
Tom Hughes Head of Golf Retail & Operations, The Belfry

59club, the global force in Customer Service Management opens eighth division serving Australia & New Zealand

Monday October 10, 2022

The CX Management Specialist has today announced its global operations have expanded into Australia & New Zealand. Bringing with them over 15 years of global customer service intel, plus a wealth of industry leading mystery shopping audits, satisfaction surveys, and employee education pathways.

Golf, Leisure & Hospitality Businesses within the region, can now look forward to enjoying the ‘richest’ rewards of their labor, as 59club’s proven formula of supporting club’s to elevate customer service standards and deliver improved profits is rolled out.

The latest opening serving Australia & New Zealand passes to Sam Hughes, the former Club Operations Manager at Glenelg Golf Club, Adelaide. Hughes’ experience at Glenelg Golf Club – widely regarded as one of the best Golf and FunctionVenues in all of Australia, boasting a string of awards to boot – coupled with his passion for delivering customer service excellence, will serve him well in his new role.

At the time of launch, Hughes was preparing to represent 59club at the Golf Business Forum / PGA Expo in Melbourne and went on to say; “It’s a privilege to be part of 59club’s global operations, and to be able to support neighboring club managers to integrate 59club’s proven formula to achieve the greatest service standards and financial successes.

“We’ve got off to a great start, planning and delivering a series of trial audits for club managers up and down the country, igniting their passion and desire for achieving service excellence, and I am excited to see our following grow after more trials and contracts are shared and exchanged in the months ahead.”

Hughes is not alone on this journey, and benefits from the support of 59club founder, Simon Wordsworth and his fellow Directors, along with the experience of seven other Regional Managing Partners spanning the UK & Ireland, USA, Canada, Middle East & Africa (MEA), Asia, with two others based in continental Europe.

The Customer Service Specialists are proud to work with hundreds of clubs world-wide, of all sizes and profiles, with customers who include the likes of TPC Network, Marriott Golf, Troon International, European Tour Destinations, Sawgrass, Emirates Golf Club, The Belfry Hotel & Resort, Gleneagles, Le Golf National and Marco Simone to name just a few.

Many of the greatest names in the industry credit 59club for their properties success, having worked with them to measure, train, support & reward their workforce, as they achieve sales & customer service excellence, while elevating customer acquisition, satisfaction and profits. Head to 59clubau-nz.com for more information, or to sign up to receive a product demonstration; please contact sam@59clubau-nz.com

59club expands operations into Canada with perfect Club Study pairing.

Monday April 11, 2022

59club, the industry leading sales & customer service analysts has today announced its global operations are expanding into Canada.

The new opening signals great opportunities for the Canadian golf & hospitality market, as 59club’s signature performance management tools and global intel are now made available to businesses within the region.

59club has driven a data revolution within the industry, and are famed for their insightful customer satisfaction surveys, mystery shopping audits and employee education pathways. Their expertise and industry insight into global sales performance and customer service standards are well documented, and many of the greatest names in the club industry credit 59club for their properties success, working with them to measure, train, support and recognize their workforce as they achieve sales and customer service excellence, while elevating customer acquisition, satisfaction and profits.

Headquartered in the UK and firmly established in golf, hotels, leisure, spa and restaurants, 59club now has seven divisions across the USA, Middle East & Africa (MEA), Asia, two in Europe, with the latest opening in Canada.

With customers who include the likes of TPC Sawgrass, Bobby Jones Links, Emirates Golf Club – Dubai, Thai Country Club, The Belfry Hotel & Resort, Gleneagles, Le Golf National and Marco Simone to name just a few, and hundreds of other properties. When it comes to driving sales and customer service excellence 59club are proud to work with venues of all size and profile, supporting club management to deliver unprecedented service experience whilst simultaneously driving revenues and profits.

And the front man behind 59club Canada is Club Study owner and PGA member Ryan Tracy. Commenting of the new opening, Simon Wordsworth Founder of 59club said; “Ryan will be a great ambassador for our brand, and we are all excited to begin working with him and his existing clients as we introduce our products and services to the wider hospitality business community across Canada. We champion ‘service excellence’, and with this new division, golf as a global entity only serves to become bigger, better and stronger, with enhanced services and greater experiences tailored to the discerning golf & hospitality enthusiast, engineered from real live intel and expertise”.

Tracy added; “I have been fortunate to serve the golf industry in Canada for the last 20 years, specifically with Club Study providing customized pools of operational data in club management over the last two years. When a mutual client made an introduction to Simon, conversations over our shared passions and subsequently the similarities between the two entities made the decision for us to work together a natural progression. I realized immediately that the insight that 59club creates will help operators in Canada, and I am excited to bring these resources to market”.

And now as Club Study falls within the 59club armory, the pair can deliver even more industry insight as the bi-weekly national surveys, which had previously been connecting Club Managers in Canada & US, are now made available to the entire 59club global network.

Head to 59clubcanada.com for more information.

Clubs in Canada can sign up now for a Demo and to unlock a Free Trial by contacting Ryan.tracy@59club.com

59club universal insight confirms service is on par

Thursday April 7, 2022

If the last few years have taught us anything, it’s that Michael Gove MP was wrong when he said: “the people of this country have had enough of experts”. If you require a medical diagnosis, consult a medical professional, don’t Google it; if you want accurate information about a pandemic, listen to a virologist, don’t believe social media; and, if you wish to discuss the challenges and opportunities of the global golf and hospitality industries, few organisations are as well placed to offer comment as 59club.

With unprecedented access to performance data from a wide variety of venues across the globe, 59club, with its seven divisions, is in the perfect position to assess the vagaries of the sector, as well as knowing who’s doing what well, and when. And, who isn’t …

Mark Reed, 59club Director, explained: “When comparing 2021 performance levels with pre-covid 2019, we have witnessed a minor decrease in measured service standards within our golf visitor experience mystery shopping programme.

“Despite the challenges presented by the pandemic, golf clubs have experienced significant increased traffic, often alongside a depleted workforce and amid challenging operating conditions. It is, therefore, remarkable to think that fewer servicers have been servicing more people, but to almost the same levels of 2019, when it comes to ‘customer experience’.”

Available data shows that the global industry average for service standards across 59club clients had decreased by just 5 per cent in 2021, when compared with the pre-Covid 2019, and that visitor and member rounds increased dramatically, whilst staffing levels reduced.

It’s an anomaly, yet, perhaps, part of the reason for that lies in the fact those facilities are clients of 59club. That means, of course, each is routinely visited and rated. Those facilities where such measurement isn’t undertaken will not have access to such knowledge or data, though data suggests a 20 per cent lag across the industry for non-59club venues. (non-contracted venues receiving 59club trial audits).

Reed is prepared to go further, and posited: “Not only are we able to advise clients of performance stats, we are able to see when they invest a higher proportion of capital into 59club resources to develop and educate both new and existing staff and, ultimately, relate that to maintaining the experience afforded to members and guests.”

During the past couple of years, that investment has been made largely in onsite and/or remote training, in tandem with 59club’s virtual education platform; MyMentor, which affords data driven learning directly linking to an individual’s mystery shopper audit, and, as a consequence, filling any learning gaps for employees.

Indeed, a 34 per cent increase in the number of venues being trained – either in person or virtually – by 59club staff in 2021, compared with 2019, might be seen as a direct correlation with the service standards remaining almost the same. What’s more, across the ‘podium’ venues – the best-performing facilities – service standards have remained stable over the two-year period.

This is also reflected in 59club’s own performance in the years in question. It has seen a 200 per cent increase in contracted venues around the globe, in the two years since 2019 – and all this at a time when the globe – and golf in particular – spent large periods of time in both lockdown and shutdown.

A good example of how investment in staff training and data analysis can have a direct effect on satisfaction levels of members and visitors is Hoburne Golf, which operates three venues in the south of England: Crane Valley GC, in Verwood, Hampshire; Bulbury Woods GC, in Poole, Dorset; and Hurtmore GC, near Godalming, in Surrey.

Each has embraced the challenge of mystery shopping and has engaged in a tailored staff training programme that has delivered, not only, a 10 per cent growth in their 59club visitor experience measurement, but also a four per cent increase in membership satisfaction (measured using 59club’s Survey platform; My59, between 2019 and 2021).

That experience is not solely the preserve of Hoburne Golf, either. Harpenden GC, in Hertfordshire, joined the 59club community shortly after reopening following the first English lockdown in early 2020.

The club’s general manager, Tom Scott, explained: “Having worked with 59club in a previous role, I had a good understanding of what it delivers and felt it could support our aim of delivering a better level of service to our members and guests.

“We began a programme of mystery shopping in 2020 to gain a thorough understanding of our strengths and weaknesses and were thrilled to be awarded a Bronze Flag Designation in the 59club annual awards ceremony, based on our year one results, and a year later we increased to Silver; an incredible achievement in such a short time frame, which is testament to the commitment of our staff members.

“59club has supported the development of our team by delivering a number of engaging training sessions at the club, and we are delighted to report we increased our measured service across all operational departments in 2021, by 16 per cent.

“We plan to continue this training alongside the virtual mentor platform, which can be used on a day-to-day basis. The My59 Survey platform also allowed us to gather valuable feedback from our members on a number of important topics in a very user-friendly way, delivering an overall response rate of more than 75 per cent.

“This gave our data further credibility and allowed the club to make confident and informed decisions. The entire team at the club remains fully engaged in the process and we look forward to challenging ourselves further in 2022.”

Other clubs are following the lead of Hoburne Golf and Harpenden GC according to 59club’s own data. The total number of surveys undertaken by member clubs via the My59 Survey Platform showed a huge leap of 268 per cent in 2021 compared with those launched in 2019, across the globe. Positive engagement with members, guests and staff has never before been so prevalent.

Meanwhile, the MyMentor virtual learning experience now supports in excess of 2,250 employees to develop themselves and the team. And, with 59club clients reporting challenges in recruitment – especially with greenkeepers and catering staff – the on-line training platform is expected to further increase its reach in 2022, not least as recent independent data stated that one in eight roles in the hospitality industry remains vacant.

Ironically, the increase in 59club’s client portfolio may, initially, skew the average figures.

Reed added: “In addition to the challenges facing the industry it is important to note that an influx of new clients is likely to create an initial dip in the industry average as managers and their teams often spend time gathering performance data and generating a full understanding of strengths and weaknesses, before undertaking necessary training, reinforcing standards and developing a plan of improvement.

“However, with golf clubs becoming more accustomed to increased footfall, an increase in skills, and an increased sense of ‘business as usual’ – in tandem with a number of clubs moving in to a second year of measurement – we would expect to see a return to pre- pandemic levels or higher this year.

“Of course, clubs not utilising the 59club toolkit won’t be in a position to discover their strengths and weaknesses until much further down the line, by which time, they may have lost disgruntled staff or members, and be back to square one.”

He concluded: “One challenge that will remain this year is that of attracting and retaining great people. It is, however, very gratifying to hear more and more clubs recognising wellbeing, education and a need to invest in their people, and, to assist with this, 59club UK delivered more than 50 days of training and education within clubs between December and March alone.”

Ian Knox, head of European Tour Destinations – a network of world-class venues with a close association to the European Tour – has worked with 59club for over 10 years. Maybe the last word should sit with him – he is an expert, after all.

He said: “In 2020 and even the start of 2021, for a lot of venues it was a case of controlling costs, and there was almost a survival element. Now … they are realising their operational focus needs to be back on the levels it was, in fact, exceeding the levels it was. So now is the time we have been kicking in with mystery shopper visits and working with venues to look for areas where they can continue to improve.

“The biggest area people are now focussing on is human contact again. You’ve missed that through the problems you had with the pandemic, so that personal service, that personal touch is really going to be the key focus. That’s what we’re looking for our venues to be delivering.”

As the great Willie Nelson once sang, “Nobody said it was gonna’ be easy”, but, with experts available to guide one through the metaphorical minefield, it’s a journey that can be made with a lot more confidence.

59club releases “live feedback App” for members, boards and managers

Wednesday March 2, 2022

59club’s performance management tools have proved hugely beneficial for clubs across the globe – but now clubs can go one better in their efforts to streamline operations management and evaluate and advance member experience; by utilising the new mytell App.

This multi-functioning App captures live performance data submitted by the management team, employees and club members, supporting the venue to make informed decisions to elevate standards, satisfaction levels, retention, and profitability.

The management team through their use of the App can log observations during their daily departmental evaluations, both on and off the golf course.

With technology and convenience at the forefront of development, managers store data within measurable pre-set categories – spanning golf course & practice area presentation, maintenance & amenities, retail & front of house management and employee behaviour and well-being – meaning paperwork, email trails, group chats and the constant transferring of images becomes a thing of the past.

Complete with the ability to share live performance reviews with the team, set targets, track accountability, and monitor progress over time, the App fulfils every need.

A number of industry professionals supported the development of the new App, and they were all quick to praise 59club for the benefit the App would bring to the industry, as well as to them personally, one of those individuals was General Manager of Teignmouth Golf Club; Martin Hucklesby who said;

“Managing a golf club in my view is like any other service industry, it should be driven by its standards. The vastly different areas of expertise required to be able to measure, manage & record ‘a score’ to these standards has always been something that as a General Manager I have done via a spreadsheet as I have walked through the club & course. Now with Mytell, and using technology I am able to do this via an App. It is brilliant, highly recommended and is on the front page of my phone!”

And it’s not just management who stand to benefit, the App also controls member feedback across golf, health & recreation when it comes to the club’s culture & community, the facilities & member services, its food and beverage outlets, and a huge part of ‘club life’; its people.

Whether a club chooses to invite all club members, or they prefer to limit its users exclusively to those within the management team/board/committee or perhaps they want to go one further and create an engineered focus group; this clever little App will store and channel feedback along with supplementary ratings, comments & images to the relevant department.

59club Director, and the technical brain child behind the Apps content and development; Mark Reed said;

“This is a step-change for club operations, anyone who is responsible for the daily delivery of club standards and ensuring member and guest satisfaction – from Golf Course & Estates Directors to Spa Managers – will tell you that paper trails and breaks in communication detracts from getting the job done, and serving customers well, but now with the launch of our new mytell App; we believe, we have the solution!

“But it’s not a one-size-fits-all solution: each venue can create its own bespoke, white-labelled experience, ensuring it retains control over which elements of the business its users can submit data around. And the App also contains the facility to create and customise subsidiary outlets, if, for example, the property has more than one golf course, fitness studio, or restaurant.

“From a member’s perspective it gives them an unprecedented opportunity to give praise where it’s due and highlight where they feel they are not getting value for money. The mutual benefits are numerous”.

The easily navigable App – available on both Android and iOS platforms – tracks trends, monitors patterns of performance, whilst generating statistics for periodic reviews. With feedback received within a secure dashboard, away from the public eye and with total confidentiality.

For further information on the mytell App, or any area of 59club’s industry-leading service, please contact your regional 59club manager.

International benchmarking specialist partners with golf’s leading HR & employment law firm.

Thursday November 18, 2021

59club UK, the Industry’s leading Customer Service and Sales Analysts and Training Provider, has today announced a partnership with Golf HR, the expert Employment Law and HR Specialist supporting golf clubs in the UK.

Golf HR and its sister company Gap HR have been keeping organisations tribunal-free for 19 years, and now work with 129 private member clubs, and 62 private sector companies. More than a quarter of the Top 100 Golf Courses in England work on with Golf HR on a regular monthly basis. Golf HR has also run the GCMA Employment Law Helpline since January 2018, which members can call to talk about any issues they have in their clubs.

The partnership will see the two companies unite in providing data, support, and expert advice to ensure their clients make informed decisions on both their product offering, service, and to support and develop their people.

Will Hewitt, General Manager of 59club UK commented;

“We are delighted to partner with Golf HR and share our mutual clients’ sentiments and enthusiasm towards the great work that Carolyne and the team are delivering.

“59club’s success is achieved through gathering global proprietary data; to better understand individual client performance levels, and subsequently supporting our properties to make informed decisions to elevate their sales and customer service performance. With the training support we offer, and the use of our performance management tools, it’s a complete package; and that’s what I saw in Golf HR; their style of doing business mirrors our level of support in exactly the same way.”

Carolyne Wahlen, Director of Golf HR was similarly delighted to partner with 59club;

“Our partnership with 59club will help more golf clubs be aware of the things they need to be doing to increase success.

“Our HR services ensure our clients have all the information they need to deal with staff issues safely, legally and in a way that provides the best outcome for the club, and we’re excited to partner with an organisation that also provides critical information to help golf clubs move forward.

“Just like 59club, we promote decisions based on facts and realities, gathering data to help our clients make the right decisions when dealing with employee issues.”

59club goes green to champion climate change

Thursday November 11, 2021

59club Headquarters are delighted to announce their commitment to becoming carbon neutral by the end of 2022, and their division serving the UK joins them in this promise 8 years earlier than planned.

As the market-leading performance-management specialist continues to expand its operation around the world, they had originally set sights on a global goal of becoming carbon neutral across all territories by the end of 2030, however 59club UK and its Global Headquarters have brought forward their plan by 8 years.

General Manager of 59club UK, Will Hewitt describes the move as; “Essential, if we are to achieve our goal of being a responsible employer. We could wait, it would be easy to do so and with much less business expense, but we feel that action is needed now, and we are willing to act.

“Our plans have scrutinised every single activity and expense that our company undertakes, from our Mystery Shopping, Training Services, our Awards Events and program, right through to the servers which host our software and the power used for every aspect of our employees work.

“We are confident that within the UK we can achieve the goal of eradicating our carbon footprint within the next 12 months. In addition, we want to go further and will also factor in the activities that our staff undertake away from work where we can support them.

“As part of the plans we will also develop a tree planting project here in the UK, delivered in partnership with our clients, to compensate any areas of our business that happen to tilt the balance”.

59club has 6 territorial divisions around the globe; UK & Ireland, Asia, USA, Middle East and Africa, Western Europe and Southern Europe, with two new openings set for 2022 in Canada and Australia. The hope is that the other offices will also be in a position to accelerate their neutrality plans, with emphasis placed on the new divisions serving Canada and Australia to open in a carbon neutral position from day one.

59club CEO Simon Wordsworth added, “We have long been regarded as an industry leader championing customer service and driving our affiliate venues towards delivering the greatest customer experiences, and now we’d like to take that position of trust and use it for the greater good, with the hope that others will follow in our footsteps.

“Attitude to climate change is very different across the regions that we operate, and we have to respect those cultural differences, whilst not losing sight that we have a duty to preserve the planet for the next generation. Working together to change behavior is the only real way forward, and for those fortunate enough to be in decision making positions, it’s up to us to create the environment to change attitudes faster, 59club are doing that. There is a significant cost to these actions, this cost is often used as a reason to push the deadline off into the distance. We firmly believe that companies should take action now, should use a “green” supply chain – we will be doing so and this feels like an opportunity not a cost in the medium term.”

The project is being led by 59club Director Andy Etherington, who has already delivered numerous work and lifestyle changes across the company over the past 2 years including dietary changes, increased use of locally sourced food, recycling and composting and the use of renewable energy. Earlier in the year 59club chose Kinsey to supply uniforms globally through their new brand, BRK, which is made of ‘100 per cent renewable source materials’. The latest move will see Etherington fulfil the switch over of all company vehicles in the UK to electric models.

59club will share further details and landmark moments of their journey towards becoming green on their website and via their social media platforms.

59CLUB GOLF FLAG OF HONOUR MARKS QUALITY FOR LEADING CUSTOMER CENTRIC PROPERTIES

Friday September 10, 2021

At a time when golf clubs might well cite the pandemic as mitigation for a drop in standards, it’s all the more creditable that so many venues across UK and Europe were recognised for their service quality with the annual award of 59club’s coveted ‘golf flag destinations’.

Remarkably, at a virtual ceremony hosted by presenter and broadcaster Dan Walker, 13 clubs received the highest accolade of a gold flag – the benchmark of excellence – for standards in customer service.

What’s more, they were joined on the virtual podium by eight silver and eight bronze award winners, illustrating that despite everything that has plagued the UK & European golf industry since early 2020, many clubs refuse to allow their standards to drop.

Introducing the awards, Walker said: “59club’s industry benchmark of excellence, its bronze, silver and gold flags, is an annual tradition across the golf industry. They recognise commercial venues and member clubs that have achieved the required standard of customer service, as determined by 59club’s impartial mystery shopping audits, with additional recognition for providing the very finest offerings for golfers to enjoy.

“Employee qualifications, restaurant accolades, member communication, and environmental accreditation, are just some of the determining factors within the qualifying golf flag criteria.

“This year, we have witnessed innovation, diversity, and a determined attitude across 59club’s affiliate properties. We have seen scholars earn additional qualifications, dining experiences honoured by the finest associations, with facilities and courses positioned among some of the very best in the industry.

“Above all else, the level of engagement achieved with members and guests demonstrates a beacon of light to the future prosperity of the golf industry.”

Host; Walker then congratulated the winners of the awards before confirming the launch of a summit that will see clients from all 59club territories compete in the inaugural ‘World hospitality service excellence awards ceremony’ in 2022.

The 13 venues celebrating the ultimate gold flag in 2021 – and, presumably, harbouring hopes of success in next year’s new worldwide ceremony – were Celtic Manor Resort, Forest of Arden Marriott Hotel & Country Club, Foxhills Club & Resort, Gleneagles, Gullane Golf Club, Rockliffe Hall, Stoke Park, The Belfry Hotel & Resort, and The Grove, in the UK; Mount Juliet Estate, in Ireland; Club de Golf Alcanada and Golf Son Muntaner, in Mallorca; and, from Portugal, Quinta do Lago.

The following venues were honoured with a silver flag designation; Burnham & Berrow GC, Farleigh GC, Frilford Heath GC, Hanbury Manor Marriott Hotel & Country Club, Le Golf National, The North Berwick GC, The Mere, and Woodhall Spa.

And finally, the properties celebrating bronze flag status were Harpenden GC, Kingswood GC, Ladybank GC, Long Ashton GC, Panmure GC, Porters Park GC, Royal Dornoch GC, and Slaley Hall.

The 59club industry awards signify the benchmark of excellence and can be seen proudly on display at some of the very best establishments around the world.

Starting with its mystery shopper experiences in UK golf clubs back in 2009, 59club has built a proud reputation and an enviable client list, and is no longer limited to golf clubs – or just the UK.

It remains headquartered in the UK, but now has several divisions across America, Asia, the Middle East and Africa, and multiple offices serving Europe. It now also has a diverse offering that has the brand firmly established in hotels, restaurants, leisure clubs and spas, in addition to its heartland of golf.

Each division is delivering market-leading performance analytics and resources to measure, train and support properties in their region, while also feeding worldwide sales and service performance data into a central database. That vision, teamed with 59club’s expertise, is the winning formula that has been driving the hospitality industry to become more customer centric, and, ultimately, more profitable.

With Thanks for our 59club Sponsors & Partners

59CLUB RENEW ITS VOW TO BE CARBON NEUTRAL WITH NEW PARTNERSHIP

Friday June 25, 2021

With many corporations paying lip service to the reduction of their carbon footprint, it’s refreshing to learn of a company which has genuinely taken further action towards its aim of becoming carbon neutral.

Market-leading performance-measurement specialist 59club has taken another step towards its goal of becoming carbon neutral by the end of the year by partnering – appropriately – with the Kinsey Partnership, the designer and manufacturer of high-quality golf clothing.

As part of the new relationship, Kinsey will supply ‘uniforms’ to 59club globally through a new brand, BRK, which is made of ‘100 per cent renewable source’ materials.

59club’s CEO, Simon Wordsworth, is driving the green initiative personally. He explained: “Ideally, I’d like 59club to be carbon neutral now, but I am a pragmatist. It’s not something that can be done overnight, but we are determined not to procrastinate about it, and the chance to switch all our uniform to 100 per cent renewable sources was an opportunity not to be missed.

The new uniform is available for both ladies and gents and is designed to cover all climactic ranges experienced by 59club divisions, with its headquarters in the UK, and divisions now spread far and wide across Europe, Asia to the Middle East and beyond to the USA.

In other green initiatives, the company’s staff have worked from home since 59club’s inception, in 2008, and are already incentivised to change utility suppliers to renewable energy and to switch their vehicles to electric or hybrid models.

Next year UK staff will have three mileage rates, with those driving electric and hybrid vehicles benefiting from a higher rate than the standard company rate, thus generating personal reward for making the switch.

“As UK government policy changes for the better, regulation may allow us to go further and support in other ways, and wherever possible we will try to take advantage of these policies,” added Wordsworth, “in the meantime all these small gestures add up to our goal.”

“The Kinsey Partnership also shares the same ethos as 59club, which makes the new arrangement work on another level too: we’re both committed to creating the very best experience possible for our clients – many of whom we have in common.”

“For a long time now we have never sent Christmas cards, donating instead to a chosen charity, and we try to be a paperless business wherever possible across all products; mystery shopper results, my59 surveys, my59 mentor virtual training platform and the new mytell member communication all are fully paper-free. Next project for us to look at is the carbon footprint created by our testers”.

The Kinsey Partnership is the name behind some of golf’s best quality brands. It is the exclusive licensee in Europe and the UAE for Imperial Headwear and Donald Ross, and in the UK, Ireland and the Middle East for Marbas, and has more than 15 years of experience working with the brands.

It also designs, sources, and supplies private-label clothing and accessories within both the golf and corporate markets.

The Kinsey Partnership’s Managing Director, David Kinsey added: “We are delighted to have developed the relationship with 59club and thrilled that our forward looking and environmentally conscious Spanish brand BRK was so attractive to all regions.

We look forward to continuing the development of outstanding, considerate, fashionable clothing for all markets.”

59club was established in the UK in 2007 and is now the market leader in the provision of bespoke performance measurement and management programmes for the golf, leisure, spa, events, F&B and hotel industries, with six territorial divisions across the globe: UK & Ireland (HQ); Asia, USA, Middle East and Africa (MEA), Western Europe and Southern Europe.

59club.com

59CLUB PUTTING THE SUCCESS IN SUCCESSION

Friday January 15, 2021

59club; the leading sales & service analysts and training provider, have today announced its exciting new personal development program; ‘Succession’. www.succession.digital

The initiative is open to all managers, their deputies, and other rising stars within their business, whether they work with 59club or not. It is designed to support you to reach your full potential within your current role, whilst expanding learning opportunities, career progression and personal growth. What’s more, annual membership is priced at just £59 per annum per person. The key contract holder at any 59club client venue will receive access to Succession at no cost throughout 2021.

59club CEO Simon Wordsworth said; “59club’s mantra is to ‘Measure-Train-Support’, and Succession delivers on the latter two core elements. By making it affordable and open to all managers/prospective managers, it allows us to engage with the forward thinkers in our industry, people that want to learn and improve”.

Taking on many forms, in its simplest guise Succession contains 3 core elements; ‘In the ether’ acts as a hub that connects individuals with the goal of developing fresh ideas and new perceptions. Learning is supported by an extensive library furnished with video, audio, and documents, plus access to online monthly panels and live webinars hosted by experts from differing industries. These learning vehicles centred around relevant topic matter, are designed to expand an individual’s performance and their ability to make an impact. 59club has worked with a number of contributors to develop unique e-learning courses that are creative, interactive, and truly relevant to either the manager or the team under them. This area of the platform will grow significantly over the coming months.

To give a flavour of what’s to come; a small soft launch pre-Christmas saw a number of 59club associates join England Manager, Gareth Southgate as he led a seminar around ‘leadership styles & changing cultures’. An earlier panel were also invited to join Harry Redknapp as he discussed his 34 years experiences managing at all levels of professional football, with Succession aiming to take much of its inspiration from other sports & leading individuals from outside the world of golf. When Succession launches on Monday, January 18^th, it will host a really insightful piece based on “leading teams” with England Cricket Captain, Joe Root just before he flew to Sri Lanka.

Succession’s second element ‘On the road’; will include a number of live events throughout the year. The first ‘learn and play’ event, subject to COVID-19 measures being relaxed will be hosted in April, at England’s National Football Training Centre, St George’s Park, conceived around a morning of education of the highest quality, a tour of the venue, and in the afternoon, a walking football tournament with training from LMA ambassador managers.

Finally, but by no means least, the ‘On the course’ activities will see business leaders and golf loving sports personalities quizzed around their life lessons & achievements, in a regular spot called ‘Buggy Banter’ and ‘Mower Mayhem’ – supported by 59club partners; Club Car and Toro of course!!

Wordsworth added; “Succession aims to build upon the talents and qualifications that managers already possess, by providing a vault of additional information, learning resources and unique opportunities to further enhance those prerequisite skills.

“We’re looking to expand the horizons of those in managerial positions, assisting them to thrive within their existing role, whilst supporting them and their deputies to succeed throughout their chosen career paths.

“We have built Succession with your time in mind, so you consume it at your pace, when and wherever you wish. One of the best examples of this ‘time focus’ is the ‘tombola’ carousel where each week managers will be able to access a 30-minute staff training session of bitesize learning. As a manger, you want to learn and should do, but you simply have no time – Succession will help.

“We’re not going to sit there and teach you how to analyse a P&L or complete a VAT return, we’ll leave that to other bodies. Succession is here to top up, add the finishing touches to you as an individual”.

Succession is a credit to the collaboration between 59club and its long-term major partners Club Car, Golf Genius and Toro, plus 3dIFS and CGI Insurance. For more information either visit www.succession.digital or reach out to your regional 59club Manager today.

JAMES BEESLEY LEADS 59CLUB’S EUROPEAN EXPANSION SERVING SPAIN, PORTUGAL, ITALY & GREECE

Wednesday November 25, 2020

59club, the industry’s leading Customer Service & Sales Analysts and Training Provider, has today announced additional growth across the South of Europe with the formation of a dedicated regional team supporting golf and leisure clubs, hotels, restaurants and spa destinations to drive customer service & sales performance across their respective properties.

The new division is led by James Beesley, whose previous experience at Monte Rei Golf & Country Club (Portugal) and current role at Finca Cortesin Hotel & Golf Resort (Spain) – two of Europe’s leading luxury resorts – will further strengthen 59club’s position within the wealth of golfing hotspots across Spain, Portugal, Italy & Greece.

James joins with an educational background in Business, Marketing & Sports Management, and as a member of the PGA and Club Managers Association of Europe. Venues across the region will also benefit from James’ practical expertise, having heightened sales performance and customer service standards as a client of 59club at multiple venues.

Commenting about his new venture, James said; “As a client of 59club I have experienced first-hand the incredible insights and benefits of their products and services, applying their analyses to decision-making and witnessing the improvement in both operational, as well as financial results! I’m thrilled to be able to take on this additional role and look forward to working together with our regional team, whose local knowledge and expertise will provide a dedicated and personalised service to our current and future customers!”

With leading venues such as PGA Catalunya (Barcelona), Finca Cortesin (Marbella), Quinta do Lago (Algarve), and Verdura Resort (Sicily) – all listed amongst the top 20 Resorts in continental Europe –enjoying long-standing prosperous relations with 59club, local standards are set to rise as more properties are attracted to the appealing advantage of enhanced customer satisfaction, acquisition, increased revenues and profits – described by many as the ‘59club effect’.

Long standing 59club client, Julián Romaguera, General Manager at Los Naranjos said; “We were referred to 59club by La Manga Club during the PGA show, and within 30 minutes of our meeting we had signed up. For me, it was important to have an external tool to identify our strengths and weaknesses, and whilst you may have the perception that you are good at something, this tool keeps your feet on the ground and lets you know exactly what you have to focus on, what are the urgencies and what needs to be prioritised. 59club has to be shared between the staff and by the management at the same time, so that everyone is engaged and dedicated to working together to advance the high levels of service we are committed to achieving. We are using the tools to become more hospitality orientated, moving away from just golf, to introduce a more personalised service. 59club allows you to understand how others work and you can benchmark your sales & service performance against them.”

Of the announcement, Simon Wordsworth 59club CEO said; “We are so excited to be working with James on expanding 59club across the South of Europe. These are difficult times; regardless, those venues who afford the best service experience across golf and hospitality will always win. James and the team are the perfect fit to assist venues who strive to progress as they bring our performance management tools and employee training services to a wider market”.

Those interested in a proven strategy to measure, analyse and elevate staff performance, overall customer experience, and consequently, operational outcomes, are urged to visit www.59clubeurope.com or reach out to james@59club.com for more information.

For all media queries, please contact: Sarah Connelly, Marketing Manager, 59club HQ. E: sarah@59club.com

ADVANCE EMPLOYEE SATISFACTION & ENGAGEMENT WITH 59CLUB’S NEW HR SURVEY SUITE

Thursday November 19, 2020

59club, the industry leading Customer Service Analyst and Training Provider has launched three Human Resource Survey templates that address all areas of the employment roster, from measuring the New Employee Experience, general Employee Satisfaction, plus an Employee Exit Survey.

When it comes to customers; satisfaction surveys have been a vital part of 59club’s mission to drive the member and guest experience across our industry. If the reality is that ‘happy employees equals happy customers,’ then it’s high time we also prioritise employee well-being. As J. Willard Marriott famously said, “Take good care of your employees, and they’ll take good care of your customers, and the customers will come back”.

The new survey templates can be used to quantify employee wellbeing, engagement & satisfaction levels. The venues management team will also be able to identify what motivates individuals and how they can support their employees continued growth within their existing role, also providing clarity and vision over personal career progression.

The Employee Satisfaction Templates are available right now and ‘free to use’ for all my59 Survey licence holders, alongside a wealth of Golf & Hospitality Member & Guest Satisfaction Templates.

The question templates are available to all in English immediately and will be rolled out in other languages across all 59club territories shortly. To enquire about owning a my59 Survey Licence, please visit www.59club.com.

The intelligent software can be adapted and moulded to suit every differing properties persona, meaning that the industry can now gain valuable Human Resource data from inside their own four walls, complete with the ability to make direct industry comparisons to monitor and advance their employee experience.

Simon Wordsworth, 59club CEO and Founder said; “Your staff are your number one asset, if they are nurtured, allowed to develop and progress, there are nothing but positives for the business, cost savings throughout and without doubt greater revenues and repeat clients. As a business we have always been involved with measuring staff performance and providing training solutions to remedy those weaknesses, this new development allows the employee, manager, and the employers performances to be evaluated and improved.

“In this current climate, with so much insecurity, staff “out of position” and undertaking new and multiple roles, we need to ensure that we boost morale and prioritise employee satisfaction. As a business and industry, we will be able to harvest and retain talent to better service our customers and drive the enjoyment factor within the game we all love.

“If you have access to my59mentor, our online virtual training platform, as the industry’s needs start to evolve as a result of the data, we and our partners will be able to work together to strengthen our offering to educate your team in situ”.

To discuss your business needs and how 59club can assist you to achieve Service Excellence utilising a variety of Satisfaction Surveys, Mystery Shopping Audits, Financial Comparison Tools & Employee Training Programs; contact your local 59club Area Manager – and make a positive change today to realise your greatest potential.

For more information, visit: www.59club.com

59CLUB PARTNER WITH COMESTO TO ELEVATE FOOD & BEVERAGE QUALITY & CHOICE

Friday August 14, 2020

59club; the industry’s leading Customer Service & Sales Analysts and Training Provider, has today announced a partnership with Comesto; the UK’s most dynamic food & beverage wholesaler.

The partnership sees the pair unite to support golf clubs, resorts, hotel chains, restaurants, and bars to elevate food & beverage standards and customer experience, whilst maximising profitability across their entire operations.

Offering an exciting range of quality food & beverage brands not available through traditional wholesalers, Comesto will afford the golf industry direct access to its wholesale procurement platform; promising more choice and a faster, more connected buying service, complete with tempting unique deals for 59Club customers.

59club will support the industry to ensure that customer service, upselling etiquette and brand standards within the dining experience are maintained. Mystery shopping and customer satisfaction surveys will provide intel to highlight individual venue performance, the industry standards and the best performers across the marketplace, with supplementary training and education services also provided by 59club to upskill employees and address any sales and service shortcomings.

Paul Walker, Commercial Director of Comesto said; “It’s been a pleasure to engage with 59club and witness their sentiment and passion towards quality; something we wholeheartedly share with the brands we represent. We welcome the opportunity to introduce our unique and exciting products, at the most competitive rates to golf clubs and resorts that our trade buyers are demanding in the wider marketplace.”.

Will Hewitt, General Manager of 59club UK said; “Golf has often ambled on without access to the technologies that other industries rely on daily. We have developed an armoury of sales, service and operational tools that our clients rely on to ensure standards at their properties are maintained, whilst maximising their performance levels and profitability rates. We look forward to a successful partnership with Comesto, that serves to further advance the dining experience across our respective industries, as we welcome the UK’s FIRST EVER managed marketplace for sourcing quality food and drink into the 59club family. I’ll drink to that!”

Those wanting to benefit from a widened range of services & commodities, and an accurate view of what is available across the entire food and beverage/hospitality marketplace, can contact Paul Walker, Commercial Director on paulwalker@comesto.co.uk or visit www.comesto.co.uk

Hospitality providers wanting to take advantage of 59club’s global intelligence to elevate food & beverage sales and the dining experience across their respective properties, can contact Will Hewitt will@59club.com or visit www.59club.com for more information.

59CLUB LAUNCHES NEW VIRTUAL MENTOR EXPERIENCE

Friday May 15, 2020

59club the leading sales & service analysts and training provider, have today released my59 Mentor, their intelligent virtual learning experience, safeguarding clients triumphant return to golf.

The new virtual platform features 59club’s acclaimed sales & service training programs – from membership sales and retention strategies, to perfecting corporate sales enquiries and advancing the overall guest experience – across golf & hospitality.

Venues can take advantage of the virtual mentor experience to expand their existing knowledge, educate new staff, upskill relief staff and providing personal development pathways for all aspiring individuals. Additional white papers, videography and supplementary contributor content from the likes of the infamous Gregg Patterson, are also accessible within the platform, available now 24/7 at staff member’s convenience.

The platform also acts as the perfect vehicle for venues to store and communicate all in-house company policies and training manuals direct with their team, also providing the technology to build online training courses, verify learning outcomes and track liability acceptances within one user-friendly, easily accessible and white-labelled virtual platform.

Simon Wordsworth 59club CEO said: “We recognised the need for organisations to have control over their online learning experience, so we built a platform that our partners can manage without any knowledge of coding. My59 Mentor has been developed with simplicity in mind; its clean, intuitive design makes the platform a user-friendly experience for admins and students across all devices.

“During this difficult time, we understand the challenge of motivating staff and the need to enhance personal development, and for this reason education has to remain a priority. Our entire educational content is waiting to be discovered within the platform, what better way to engage staff and build momentum, ensuring they are on top of their game and raring to go.

“There isn’t a single golf club, restaurant or hospitality venue on the planet that will, in the short term, continue to operate as usual. Each club or venue will have acute and significant challenges stemming from the COVID-19 pandemic – problems my59 Mentor can alleviate.”

Intelligent push notifications will link directly to a venue’s mystery shopping and survey performance data, directing the member of staff to the relevant lesson within the platform, as My59 Mentor instinctively acts to upskill staff and address any shortcomings.

Venues can build their own in-house digital education programmes and customise the appearance of the platform. Host staff handbooks and support files to communicate knowledge & company policy direct to the team, while collating all existing digital and paper content into one media library. The platform also provides an efficient way for managers to communicate with their staff around their initial COVID-19 policies and procedures, and phased protocol thereafter.

Within my59 Mentor there is an integrated ‘Quiz’ function which tests knowledge both before and after courses to evaluate progress. Upon completion, individuals can download certificates to authenticate their achievement. This process will naturally lend itself to organise and communicate new COVID-19 operating procedures efficiently, demonstrating that all staff members throughout the operation have read and gained a clear understanding of any new policies as they come into force.

59CLUB DELIVERS FINANCIAL INTELLIGENCE TO GOLF WITH NEW METRICS PLATFORM

Tuesday May 5, 2020

59club the industry’s leading sales & service analysts and training provider, continue to support golf clubs with a move to produce financial comparable data alongside their famed benchmarking tools.

Simon Wordsworth 59club CEO said: “my59 Metrics was always due to launch in the Spring, we have been working hard to provide the intel that the industry has been lacking around various monetary P&L data. Recent events have led us to adapt this technology to provide additional feedback to managers on the effect that COVID-19 has had on their club in quarter 1, and subsequently throughout 2020, providing short, medium and long-term analytics.

“This is live data that everyone needs right now, not only now in this crisis but forever. We want to support the industry to be able to make the right financial decisions going forward, based on real industry statistical evidence.

“For so long golf has had little data on which to make its decisions, we felt that this had to change. We have produced live customer service data for years and have now developed the intel within my59 Metrics to measure financials. We have always put confidentiality at the top of our to do list, this ethic puts us in the perfect place to reach across the industry and all the different stakeholders to deliver a product that’s needed, and needed now.”

My59 Metrics, is an analytical platform that provides comparable data around the industry’s operating rates, such as gross profit, turnover, membership revenue & attrition, purchasing rates, stock levels, average monthly sales, payroll, staffing levels – and many other variables.

All data entries remain anonymous to anyone other than your club’s sole key account holder. As with all 59club products, its intelligent applications contain a wealth of filters that generate comparable data against venues of a similar nature, allowing club management to make astute judgements and decisions around its financial operation. All venues will be able to filter the results by business style (private, resort, etc), by county/region, by venue size (number of holes) and by course style (parkland, heathland etc). Additional functionality is available within a premium licence.

59club has benchmarked customer service, staff sales performance and operation management, providing key performance indicators across golf & hospitality for over 12 years. Now as they launch my59 Metrics, they have completed the circle of data, helping golf clubs to measure and strengthen their financial operations.

Venue managers, industry suppliers and stakeholders have all been involved in shaping the first release of my59 Metrics, which includes the key headline measurements that will provide clarity around revenue, rounds played, costs and margins. Subsequent releases will allow golf clubs to delve deeper into those headline areas and truly understand greenkeeping costs, professional offerings and club salaries.

The first release will take place on 8^th May for clubs across England, Northern Ireland, Scotland & Wales, with managers invited to complete the initial my59 Metricsdataset before the end of May. By completing 2019 data at the same time, you will realise the immediate effect COVID-19 has had on your club and the industry as a whole.

Monthly data entries will be co-ordinated thereafter, as 59club generate industry-wide comparable data like never before. 59club also plan to work with other technology providers to automate the process, with the ambitious goal that by the end of 2020, golf could have LIVE data. To take advantage of this opportunity and make informed decisions on how best to weather the financial effects of COVID-19, visit www.59clubuk.com

59CLUB PROVIDES COMPLIMENTARY EMPLOYEE SURVEY TOOLS, HELPING THE INDUSTRY IDENTIFY STAFF NEEDS DURING CHALLENGING TIMES

Thursday April 9, 2020

The customer service analysts and benchmarking firm 59club announced today they will also provide COVID-19 specific employee survey tools to golf and other hospitality venues free of charge amid the current crisis. The survey tools capture employee challenges, concerns and potential opportunities all in one easy-to-use snapshot.

This addition comes shortly after 59club had made equivalent survey tools available to target the golf & hospitality industries customers, members and guests. These complimentary offerings will remain available throughout the current crisis.

“Many clubs are asking themselves if surveying their employees is appropriate during this time,” said Will Hewitt, General Manager, 59club UK. “The long-term implications of mismanaging employee needs are insurmountable, and there is data available that shows employee feedback and direct communication is not only appropriate, it’s necessary during this crisis. Top-performing companies consistently search for ways to make themselves and their employees better.”

59club’s proprietary survey tools enable managers to identify both employee and customer needs, strengthen retention levels and recognise a clear direction on ways to improve their overall experience. The smart dashboard analyses data in a clear and concise manner and provides demographic filters to further segment information, creating a comprehensive, manageable and immediate snapshot of their opinion and attitude.

Managers and decision makers can use these COVID-19 question templates to build their personal survey, with the freedom to include additional custom questions within a template, they also have the ability to create a survey entirely of their own making, to better fit their needs and goals using the software.

“Effective feedback, both positive and negative, is critical knowledge at any given time, it may be more important now than ever during these ever-changing times, said Hewitt.

“Top performing clubs remain the best performers because they consistently search for ways to make their best even better. Managers who deliberately ask for feedback will gain valuable insight that can address any weaknesses or oversights within their business. With so much uncertainty, staff and customers need to be nurtured now more than ever, that process starts with asking the right questions, at the right time”.

Click here to gain complimentary access to 59club COVID-19 Survey Software

59CLUB EXTENDS THEIR COMMITMENT TO HELP, WITH ADDITIONAL COMPLIMENTARY SURVEY TOOLS AND MEMBER COMMUNICATION APP TO SUPPORT THE INDUSTRY

Wednesday April 1, 2020

Customer service satisfaction and benchmarking firm 59club have announced today that they will further extend their complimentary offering amid the global COVID-19 pandemic, as 59club help the golf & hospitality industry to make the right choices and provide the right options for its customers, members and staff.

59club’s ‘We are in this together’ Campaign, has seen newly released survey templates that reflect the current situation facing the industry, and the interactive Golftell Member Communication app added to their existing complementary offering, all free of charge throughout the current crisis.

“The ability to appreciate what customers and staff need, what their future intentions are, what they are willing to do right now and how they will react amid this ever-changing time, is data we could all use wisely, and never has there been a more pertinent time to glean this valuable information than today – right here, right now”! said Will Hewitt, managing partner of 59club UK.

“We want to make sure the golf and hospitality industry have valuable tools available to them so they can make informed decisions during these trying times.”

Specific COVID-19 survey templates have and will continue to be added as part of 59club’s complimentary offering, covering all aspects of general member surveys, golf professional services, including retail, custom fitting & coaching and staff wellness surveys. The survey tools assist managers to glean feedback from its customers, members and staff amid the current crisis at specific times when the facility continues its limited offerings, at times when the offering/operation is forcibly closed, during a clubs renewal process, when dealing with membership cancellations and in the run-up to the club/facilities reopening.

The templates contain a bank of pre-set questions, enabling managers to build their survey with the ability to create custom questions of their own. 59club’s proprietary survey tools enable club managers to identify both employee and guest needs, strengthen retention and recognise a clear direction on ways to improve the overall experience at their respective properties.

The smart dashboard allows management to analyse data in a clear and concise manner and provides demographic filters to further segment information, creating a comprehensive, manageable and immediate snapshot of their customer, member and staff opinion and attitude.

The interactive Golftell Member Communication app creates a new channel for members to privately communicate directly with club management, with the ability to provide as much or as little feedback as the member wishes to supply. During times when the club is closed, the app can be used to reflect on previous experiences, to make future suggestions, to communicate on any matter relating to the club and their membership, and when normality resumes – they can continue using the app to provide instant feedback when visiting the club.

The app channels member feedback within the following areas: course condition, food quality, general facilities and customer service levels, applying an average rating of great, good, average or poor which contributes towards the clubs own satisfaction rating as well as adding into the industry-wide data pool.

Managers and decision makers can make use of 59club’s complimentary offering throughout the current crisis to gather data from one’s own customers and employees. Complete with the ability to make direct comparisons amid the current situation facing the industry, as 59club continues providing help, clarity and vision on a global scale, at a time when it is needed most.

“These are extraordinary times. Many managers are trying to figure what, if any, services should still be available, and what people will want when you re-open” said Simon Wordsworth, founder of 59club.

“Customers will remember those who took the time to touch base with them, to ascertain their needs and wants during the unprecedented time when they knew you were simply hoping to remain open, and latterly during the challenge of being forcibly closed.

“Navigating unchartered waters and relying only on substandard communication tools like social media and non-reply emails does a disservice to the manager, staff, their members and guests. We want our friends and colleagues in the tourism and hospitality industries to have everything they need to weather this storm.”

Please visit www.59club.com and follow the COVID-19 actions to instigate your FREE license, any additional support can be directed to your local 59club division who are waiting to help!

59CLUB PROVIDES COMPLIMENTARY SURVEY TOOLS, HELPING CLUBS IDENTIFY MEMBER NEEDS AMID CHALLENGING TIMES

Friday March 20, 2020

59club, the Industry leading Customer Service Analysts and Training Provider firm, 59club announced today they will offer complimentary use of their proprietary survey tools amid the current COVID-19 crisis. Golf clubs and other hospitality venues may use the survey tools to communicate directly to their membership and identify member and guest needs for free through till 31^stMay 2020.

“Obviously, the tourism and hospitality industries have been greatly affected by the pandemic,” said Will Hewitt, General Manager, 59club UK. “We want to help these clubs communicate with their members and guests so they can be best prepared to accommodate special circumstances until things get back to normal. We’re in this together. We want to do our part and help as much as we can.”

59club’s proprietary survey tools enable club managers to identify member and guest needs, strengthen customer retention and recognise a clear direction on ways to improve the overall experience at their respective clubs. 59club will provide specific COVID-19 survey templates as part of their complimentary offering of the survey tool. Managers and decision makers can use this service to pick and choose from pre-set questions already available within the platform, and/or choose to add custom questions of their own. The ability to gather data from one’s own members and make direct comparisons based on the current situation facing the industry will provide clarity and vision on a global scale when its needed most.

“These are extraordinary times. Many managers are trying to figure out if their club should remain open or what, if any, services should still be available,” said Simon Wordsworth, founder of 59club.
“Clubs themselves are navigating unchartered waters trying to determine what their members actually want or expect from their club. Relying only on substandard communication tools like social media and non-reply emails does a disservice to the club, its members and guests. We want our friends and colleagues in the tourism and hospitality industries to have everything they need to weather this storm.”

Go to www.59club.com to sign up for your complimentary 59club survey tools.

LEADING SERVICE PROVIDERS HONOURED AT 59CLUB’S 10TH ANNUAL INDUSTRY OSCARS

Tuesday March 17, 2020

High-profile venues across the UK and Europe recognised for service excellence in glitzy ceremony at the Forest of Arden Marriott Hotel & Country Club

The golf industry’s very best clubs, resorts and individuals descended on The Forest of Arden Marriott Hotel & Country Club, on Thursday March 12, 2020, with the hope of claiming an industry ‘Oscar’ at 59club’s 10^th annual Service Excellence Awards.

A day which started with a series of inspirational educational seminars, ended in a glittering awards ceremony honouring the finest customer service providers for having achieved the highest standards of excellence across 2019.

59club’s illustrious accolades are determined by scores collected from their impartial mystery shopping audits, which evaluate the experience afforded to visiting golfers and prospective members, in accordance with 59club’s objective benchmarking criteria. On the night, 59club presented 64 awards across 27 categories, recognising ‘service excellence’ across all areas of the businesses – sales, service, operations, retail, golf course, food & beverage and management. With 59club continuing to reflect the very best performances, regardless of a venue’s size, scale or profile, by segmenting several individual accolades based on a venue’s average green fee rate, of either above or below £75 per person.

Stoke Park and The Belfry Hotel & Resort picked up the highest prized awards of the evening, The Ultimate Members’ Club, and The Ultimate Golf Resort respectively, withThe Belfry retaining their title for a second consecutive year and Stoke Park having claimed The Ultimate accolade previously in 2015.

Stuart Collier, Stoke Park Director of Golf, said; “It’s a huge honour for the entire team at Stoke Park to be awarded the prize of Ultimate Members’ Club at this year’s 59club annual awards dinner. We have worked very closely with 59club since 2011 and this has enabled us to review, develop and improve the overall member and visitor experience at the club.

“At Stoke Park we are blessed to have world class facilities but we feel the interaction with the staff is the most important element of any visit and we rely on the 59club to provide us with real feedback to monitor, manage and improve this”.

In addition to being crowned The Ultimate Golf Resort, The Belfry’s celebrations continued, as Chris Reeve retained his Golf Manager of the Year title (>£75 category) with Jacques Hobson crowned Food & Beverage Manager of the Year (>£75 category).

Upon collecting numerous awards personally and on behalf of The Belfry Hotel and Resort, Chris Reeve, Director of Golf, said: “Having received crowning glory from 59club once is truly an honour, to maintain the highest prized accolade 2 years in a row across our entire operation amplifies the teams solidarity for delivering the greatest experiences in golf, cementing our position as Europe’s Ultimate Golf Resort.

“It was fantastic to see Jacques Hobson crowned Food & Beverage Manager of the Year, and retaining the Golf Manager of the Year title is a personal highlight in my career – as we continue to deliver the unforgettable member and guest experience that The Belfry is synonymous with, we all have a lot to celebrate”!

59club’s Industry Benchmark of excellence, it’s Gold, Silver and Bronze Flag Designations, are always a highlight of proceedings. These highly prized accolades recognise member clubs’ and resorts that provide excellent facilities for golfers to enjoy, as well as having achieved the required standard of customer service throughout 2019.

This year, 59club presented 14 ‘Gold Flags’. The deserving winners were: Celtic Manor Resort, Club de Golf Alcanada, Forest of Arden Marriott Hotel & Country Club, Foxhills Club & Resort, Gleneagles, Golf Son Muntaner, Los Naranjos Golf Club, Monte Rei, Mount Juliet Estate, Rockliffe Hall, Roehampton Club, Stoke Park, The Belfry Hotel & Resort and The Grove.

The Foxhills Collection were left revelling on the night having been awarded Golf Group of the year, with Foxhills Club & Resort achieving Gold Flag status, Golf Operations Team of the Year (>£75 category), and Golf Membership Sales Team of the Year. Further celebrations saw Sophie Whitmore honoured for her Leading Individual Golf Membership Sales Performance, and Sean Graham crowned Golf Retail Manager of the Year (>£75 category).

Marriott Golf also boasted numerous successes on the night, with Forest of Arden seeing Fraser Liston crowned Golf Manager of the Year (<£75 category), with 2 further team awards recognising their Golf Operations and Golf Sales departments, the latter having been retained for the 4^th consecutive year, as well as the venue retaining their Gold Flag status. Tudor Park provided more reason to celebrate after Rachel Palmer was honoured for her Leading Individual Group Golf Sales Performance. St Pierre continued the winning streak having scooped the Golf Membership Sales Team accolade, with Hanbury Manor achieving Silver Flag Status.

Of this year’s awards, Simon Wordsworth, CEO at 59club, commented: “Forest of Arden was the perfect host for our 10^th annual awards ceremony, and my unerring congratulations go to our nominees, tonight’s winners, our supporters and everyone involved with 59club for their commitment to perfecting service standards across our industry.

10 years ago tonight, we celebrated our first award winning performances, and as I look back at that wealth of data, I am privileged to have witnessed 59club quite literally reinvent member and guest experiences across Golf & Hospitality using technology & data to measure, train and support our clients to achieve service excellence.

Our promise to our clients, and to those just embarking on their journey with 59club – as 12 Franchises take hold around the world servicing golf, leisure, spa & hospitality providers – has always been to continue supporting their customer journey, with new tools and more intel, to equip our most ambitious companies in their pursuit of excellence. The first half of 2020 sees ‘Business Metrics’ and our ‘Education Platform’ launch simultaneously, with many more progressive tools waiting in the wings”.

Other prestigious award winners on the night included Matt Aplin of Goring & Streatley who retained his Greenkeeper of the Year title (<£75 category), with Scott Fenwick & Craig Haldane from Gleneagles crowned Greenkeepers of the Year in the over £75 category.

Jonny Dye of Rockliffe Hall was hailed Golf Retail Manager of the Year (<£75 category), whilst the Food & Beverage Manager of the Year title (<£75 category) was presented to Glenn McNaughton of Long Ashton Golf Club.

Five-time winner, The Vale Resort was awarded Leisure Membership Sales Team of the Year, and Alice Cox-Cooper from The Mere was recognised for her Leading Individual Leisure Membership Sales Performance.

8 ‘Silver Flags’ went to Golf Club Castelconturbia, Frilford Heath Golf Club, Hanbury Manor Marriott Hotel & Country Club, La Manga Club, Le Golf National, The Duke’s, St Andrews, The North Berwick Golf Club and Woodhall Spa.

A further 7 ‘Bronze Flag’ Awards were presented to Dalmahoy Hotel & Country Club, Gullane Golf Club, Porters Park Golf Club, Royal Automobile Club, Royal Dornoch Golf Club, Sandy Lodge Golf Club and Slaley Hall.

To recognise venues which have shown continued commitment to engage, analyse and enrich their member and guest experience, utilising a collateral of survey tools across 59club’s software platform, 13 ‘Service Excellence’ designations were presented on the night. Recipients included Aldenham Golf & Country Club, Branston Golf & Country Club, Celtic Manor Resort, Cotswold Hills Golf Club, Edgbaston Golf Club, Goring & Streatley Golf Club, Long Ashton Golf Club, Macdonald Hotels & Resorts, Moor Park Golf Club, Mount Juliet Estate, North Middlesex Golf Club, The Scandinavian and Vale Resort. Radyr Golf Club and Stoke by Nayland Hotel, Golf & Spa received distinction in this category achieving the Ultimate Service Excellence honour.

Celebrations continued the following morning as guests re-assembled for the 59club golf day, sponsored by Golf Genius which teed off on the Arden Course, and saw the winning individual Phil Rowsell of Asbri Golf – 59club’s most recent industry partner – claim the Claret Jug, with an individual score of 40 points. The winning team consisted of Eryl Williams, Richard Dinsdale both of Asbri Golf, Chris Dowrick of Foxhills Club & Resort and Will Hewitt, 59club who led a 3-point team victory.

For more information on 59club, visit www.59club.com

Full list of award winners can be seen in the table below.

59club ‘Service Excellence’ Award Winners 2019/20:

The Ultimate Members’ Club: Stoke Park

The Ultimate Golf Resort: The Belfry Hotel & Resort

Golf Group of the Year: Foxhills Collection

Gold Flag Designations: Celtic Manor Resort, Club de Golf Alcanada, Forest of Arden Marriott Hotel & Country Club, Foxhills Club & Resort, Gleneagles, Golf Son Muntaner, Los Naranjos Golf Club, Monte Rei, Mount Juliet Estate, Rockliffe Hall, Roehampton Club, Stoke Park, The Belfry Hotel & Resort and The Grove.

Silver Flag Designations: Golf Club Castelconturbia, Frilford Heath Golf Club, Hanbury Manor Marriott Hotel & Country Club, La Manga Club, Le Golf National, The Duke’s, St Andrews, The North Berwick Golf Club and Woodhall Spa.

Bronze Flag Designations: Dalmahoy Hotel & Country Club, Gullane Golf Club, Porters Park Golf Club, Royal Automobile Club, Royal Dornoch Golf Club, Sandy Lodge Golf Club and Slaley Hall.

My59 Ultimate Service Excellence Award: Radyr Golf Club and Stoke by Nayland Hotel, Golf & Spa

My59 Service Excellence Award: Aldenham Golf & Country Club, Branston Golf & Country Club, Celtic Manor Resort, Cotswold Hills Golf Club, Edgbaston Golf Club, Goring & Streatley Golf Club, Long Ashton Golf Club, Macdonald Hotels & Resorts, Moor Park Golf Club, Mount Juliet Estate, North Middlesex Golf Club, The Scandinavian and Vale Resort.

Golf Manager of the Year (<£75 green fee): Fraser Liston (Forest of Arden Marriott Hotel & Country Club – Aylesford Course)

Golf Manager of the Year (>£75 green fee): Chris Reeve (The Belfry Hotel & Resort)

Greenkeeper of the Year (<£75 green fee): Matt Aplin (Goring & Streatley)

Greenkeeper of the Year (>£75 green fee): Scott Fenwick & Craig Haldane (Gleneagles – Kings Course)

Food and Beverage Manager of the Year (<£75 green fee): Glenn McNaughton (Long Ashton Golf Club)

Food and Beverage Manager of the Year (>£75 green fee): Jacques Hobson (The Belfry Hotel & Resort)

Golf Retail Manager of the Year (<£75 green fee): Jonny Dye (Rockliffe Hall)

Golf Retail Manager of the Year (>£75 green fee): Sean Graham (Foxhills Club & Resort)

Golf Operations Team of the Year (<£75 green fee): Forest of Arden Marriott Hotel & Country Club (Aylesford Course)

Golf Operations Team of the Year (>£75 green fee: Foxhills Club & Resort

Leading Individual Group Golf Sales Performance: Rachel Palmer (Tudor Park Marriott Hotel & Country Club)

Golf Sales Team of the Year: Forest of Arden Marriott Hotel & Country Club

Leading Individual Golf Membership Sales Performance: Sophie Whitmore (Foxhills Club & Resort)

Golf Membership Sales Team of the Year: Foxhills Club & Resort & St Pierre Marriott Hotel & Country Club

Leading Individual Leisure Membership Sales Performance: Alice Cox-Cooper (The Mere)

Leisure Membership Sales Team of the Year: Vale Resort

Stay up to date with all 59club development on social media at @59club1 on Twitter, @59club on Facebook and Instagram at @59clubuk

STANDOUT PERFORMANCES RECOGNISED AS 59CLUB ANNOUNCE QUARTER FOUR AWARD WINNERS

Thursday March 5, 2020

Sponsored by 3difs, CGI Insurance & Gunners, 59club’s regular accolades reward individuals staff performance throughout the year

59club, the leading specialist customer service analysts and training provider, announce their prestigious quarterly award winners, as they continue to recognise staff excellence throughout the year across its affiliate golf venues. The designated European awards focus on three categories – Group Golf Sales Enquiry Calls, Golf Membership Sales Appointments and Food & Beverage, the latter two categories also recognise top performers across Asia, the Middle East & Africa.

The quarterly sales and service honours, ahead of 59club’s 10^th Annual Service Excellence Awards Ceremony taking place next month, saw Rachel Palmer of Tudor Park Marriott Hotel & Country Club recognised specifically for her outstanding delivery in the Leading European Group Golf Sales Enquiry Call category, as she achieved a 2 percentage point advantage over her closest rival for her performance against all qualifying audits (calls under 15 minutes in duration) delivered between October and December.

Fine margins between the top contenders meant Daniel Leigh of Worsley Park Marriott Hotel & Country Club, Kathryn Collier of Barnham Broom, Phil Brown of Breadsall Priory Marriott Hotel & Country Club and Damion Gee of Ashburnham Golf Club all narrowly missed out following very successful audit reviews, as adjudicated by 59club in accordance with its non-subjective benchmarking criteria.

59club’s Leading European Golf Membership Sales Appointment title, was claimed by Sophie Whitmore of Foxhills, with an impressive 37 percentage point margin over the 59club global industry average across quarter four. Richard Bowman of Herons Reach took second place, with Steve Webster of Worsley Park Marriott Hotel & Country Club and Phil Stickler of St Pierre Marriott Hotel & County Club also performing extremely well.

When it comes to the Leading Golf Membership Sales Appointment delivery across Asia, the Middle East & Africa, Khay-Gie Aniciete won the title for Trump International, Dubai with an overall score 36 percentage points higher than the 59club global industry average, with Zenia Elise Wivou, also of Trump International, Dubai coming close second, with Michael Major of Dubai Creek Golf & Yacht Club in third place.

To recognise service excellence delivered within the clubhouse, during a golf visitor mystery shopper experience. The Leading European Food & Beverage accolade goes to Bernat Llobera of Son Muntaner, with an impressive 22 percentage point advantage over the 59club global industry average. Other top performances across the quarter saw Kingswood Golf Club take second place, followed closely by La Manga, Alcanada and The Grove.

Meanwhile, across MEA & Asia, the Food & Beverage title was awarded to Kim Marshall of Royal Golf Club, Bahrain with a 20 percentage point lead over the 59club global industry average.

Another close victory saw Trump International, Dubai in second place, followed by Emirates Golf Club, Education City and Saadiyat Beach Golf Club all claiming runner up places for their Food & Beverage provisions respectively.

Albert Sinfield, Director of Golf- Tudor Park Marriott Hotel and Country Club,said: “Tudor Park prides itself on the warm welcome which we provide our golfers and this journey starts with our passionate sales team ensuring that they fully understand the needs of a group during the enquiry stage. Rachel is an asset to the Resort and it is great to see her performance being recognised by 59club”

Chris Dowrick, Membership Sales Manager – Foxhills Country Club & Resort, said: “Foxhills is extremely proud of Sophie’s achievement in winning Quarter 4. The ability to benchmark Foxhills against other great clubs ensures that we can consistently deliver excellence. The feedback we receive from 59 club mystery shoppers drives the processes we put in place and has helped us achieve fantastic results this year.” Sophie Whitmore, Senior Membership Advisor – Foxhills, followed on to say “I am so proud to have won The Service Excellence Award. It not only reflects my passion as a membership sales advisor but also the commitment Foxhills has to ensuring every prospect and member alike receive outstanding service. I am hopeful that the team and I will win more awards in the months to come”.

Casper Schonfeldt, General Manager – Trump International, Dubai, said: “Trump International Golf Club Dubai are very proud of our associate and colleague Ms. Khay-Gie Aniciete for receiving the 59club Service Excellence Award for 2019 Quarter 4 for the leading Golf Membership Sales appointment. This is a wonderful recognition and testament to the passion, dedication and professionalism she brings to her role each and every day”.

Bernat Llobera, Food & Beverage Manager – Golf Son Muntaner, said: “”We are delighted to be working with 59club to help our team deliver exceptional service in our restaurants.

Franco Botha, Director of Golf – Royal Golf Club, Bahrain, said: “”We are delighted and humbled to receive this award. Here at Royal Golf Club we strive to meet and exceed experiences through culinary and service excellence, consistently. Working together as a team is key. Feedback like this is what we pride ourselves on. The Food & Beverage team will continuously strive to create memorable experiences and create a home away from home for all our valued members and guests”.

Commenting on the success of each of the winners,Simon Wordsworth, 59club CEO, said:

“Congratulations to all Quarter Four award winners, and to all of our contenders, it’s always an extremely close race and everyone is hungry to win. The winner in the end, is always the customer. Experience is driven by teams on the front line, service is only ever as good as the emphasis the people at the top place on it. Successful staff need process, motivation and rewards if we expect them to excel, and these individuals are a great example of venues getting the balance of support right.

We look forward to our 10^th annual Award Ceremony next month, every year bigger and better than before, and always grateful and honoured to witness the impact that everyone involved with 59club, from our award sponsors, industry partners and our client venues at the very centre of operations, are contributing to advancing customer experience – tickets are selling fast, we hope you can join us”.

59club is the world’s leading customer service & sales analysts and training provider and is set upon raising the service standards of the leisure industry to new highs through the gathering of primary data and implementation of strategic solutions. 59club’s ultimate objective is to transform the revenue performance of its clients by enhancing their approach to customer service and sales. By understanding where strengths and weaknesses lie (information provided via raw consumer data) 59club can help venues implement lasting change to the benefit of their members, guests, staff and revenue.

Stay up to date with all the action, and behind-the-scenes insight by following 59club’s on Twitter and Facebook.

NOMINEES UNVEILED AHEAD OF 59CLUB’S EUROPEAN SERVICE EXCELLENCE AWARDS CEREMONY

Friday February 21, 2020

The very best individuals, teams and venues in golf unveiled for 59club’s 10^th Annual Awards Ceremony, celebrating excellence across sales, service, operations, retail and management, with some of the highest-profile and best-loved venues in the running for a golf industry ‘Oscar’.

The glittering affair, hosted by BBC’s Dan Walker will be staged at Forest of Arden Marriott Hotel & Country Club, 12^th & 13^th March 2020, and will see the leading figures from the world of golf come together to honor individuals, teams and venues across Europe for their industry-leading performance throughout 2019.

The accolades are determined by scores collected from 59clubs impartial mystery shopping team, who evaluate the experience afforded to visiting golfers and prospective members in accordance with 59club’s objective benchmarking criteria.

Each venue is judged on its performance in the following areas: sales, service, operations, retail, golf course, food & beverage and management. 59club continues to reflect the very best performances, regardless of a venue’s size, scale or profile and as has been the case in recent years, five of the main titles will be further segmented, creating two categories for nominees, based on an average green fee rates; of either above or below £75 per person.

Leading the stakes is none other than the host venue itself, as Forest of Arden Marriott Hotel & Country Club, are nominated across 8 award titles which sees; Justine Friedrich nominated for her Individual Group Golf Sales Performance, Simon Howell nominated for Retail Manager of the Year, Rob Rowson for Greenkeeper of the Year, and Fraser Liston for Golf Manager of the Year as well as three further nominations within Golf Sales & Golf Operation Team categories.

Foxhills Club & Resort is nominated 7 times, with The Belfry Resort, Rockliffe Hall and Worsley Park Marriott Hotel & Country Club each up for 6 awards, with the four-time Ryder Cup venue returning to defend their title ‘Ultimate Golf Resort’, after claiming one of the highest prized accolades of the evening last year in St Andrews.

Another Ryder Cup venue, this time Celtic Manor Resort, are in contention for 4 awards, which sees Jim McKenzie MBE in the running for Greenkeeper of the year, and Brian Duncan nominated for Golf Manager of the Year. Hannah Howells is nominated for her Individual Leisure Membership Sales Performance, and Celtic Manor’s Leisure team up for Membership Sales Team of the year.

In contention for Golf Group of the year are previous winners Marriott Golf who face stiff competition from Arabella Golf, Almarose Hotels, De Vere Hotels, Macdonald Hotels & Resorts and Foxhills Collection.

Looking ahead to a glittering evening, Simon Wordsworth, 59club CEO and a Fellow of the PGA, said:

“This is the 10^th year of our awards, a milestone for 59club which signifies 10 years of data, 10 years of passion & dedication and countless successes for our venues who work tirelessly to perfect their customer experiences. Over the past 12 months, our clients have again demonstrated their incredible commitment to achieving the golf industry’s highest service standards. Each year the bar gets higher and higher, with individuals, teams, managers and groups all battling it out to claim top spot, and what better way to recognise our greatest achievers, than with an evening to remember at The Forest of Arden. We can’t wait to get the celebrations underway”.

Other European venues to receive multiple award nominations include; Barnham Broom, Belton Woods, Club de Golf Alcanada, Dalmahoy Hotel & Country Club, Herons Reach, Ladybank Golf Club, La Manga Club, Monte Rei, Stirling Golf Club, Stoke Park, St Pierre Marriott Hotel & Country Club, The Grove, The Mere, The Vale Resort and Tudor Park Marriott Hotel & Country Club.

With; Ashburnham Golf Club, Branston Golf & Country Club, Breadsall Priory Marriott Hotel & Country Club, Cranleigh Golf & Country Club, Deeside Golf Club, De Vere Wokefield Park, Dunbar Golf Club, Gleneagles, Goring & Streatley Golf Club, Haggs Castle, Langland Bay Golf Club, Long Ashton Golf Club, Longniddry Golf Club, Macdonald Linden Hall Golf & Country Club, Macdonald Portal Hotel, Golf & Spa, Old Thorns, Pennard Golf Club, Royal Automobile Club, The Dukes, St Andrews and Thorpeness Hotel & Resort, each all nominated.

The night’s proceedings will also see 59club bestow accolades upon venues for their commitment to engage, analyse and enrich their member and guest experience, utilising a collateral of survey tools across the my59 software platform.

15 venues will be recognised within this category, including: Aldenham Golf & Country Club, Branston Golf and Country Club, Celtic Manor Resort, Cotswold Hills Golf Club, Edgbaston Golf Club, Goring & Streatley Golf Club, Long Ashton Golf Club, Macdonald Hotels & Resorts, Moor Park Golf Club, Mount Juliet, North Middlesex Golf Club, Radyr Golf Club, Stoke by Nayland Hotel Golf & Spa, The Scandinavian and The Vale Resort. These venues will all compete to win an Ultimate Service Excellence accolade.

The award ceremony – sponsored by; 3DIFS, CGI Insurance, Club Car, Golf Genius, Golfbreaks.com, Gunners Cocktails, Kennet Leasing, Tacit and Toro – will also see 59club’s Industry Benchmark, its Gold, Silver and Bronze Flag Awards presented to golf resorts and private member clubs which have demonstrated distinction against broad criteria for both customer service delivery and the quality of their facilities.

59CLUB ‘SERVICE EXCELLENCE’ EUROPEAN AWARD NOMINATIONS (in alphabetical order):

Leading Individual Group Golf Sales Performance: Ben Stokes (Macdonald Portal Hotel, Golf & Spa), Daniel Leigh (Worsley Park Marriott Hotel & Country Club), Justine Friedrich (Forest of Arden Marriott Hotel & Country Club), Kathryn Collier (Barnham Broom), Rachel Palmer (Tudor Park Marriott Hotel & Country Club) and Sylvia Norris (De Vere Wokefield Estate)

Golf Sales Team of the Year: Barnham Broom, Forest of Arden Marriott Hotel & Country Club, Herons Reach Golf Resort, Macdonald Linden Hall Golf & Country Club, Tudor Park Marriott Hotel & Country Club and Worsley Park Marriott Hotel & Country Club

Golf Membership Sales Team of the Year:Foxhills Club & Resort, Rockliffe Hall, Stoke Park, St Pierre Marriott Hotel & Country Club, The Mere and Worsley Park Marriott Hotel & Country Club

Leading Individual Golf Membership Sales Performance: Ashley Freeman (Rockliffe Hall), Chris Dowrick (Foxhills Club & Resort), Phil Stickler (St Pierre Marriott Hotel & Country Club), Richard Bowman (Herons Reach Golf Resort), Sophie Whitmore (Foxhills Club & Resort) and Steven Webster (Worsley Park Marriott Hotel & Country Club)

Leisure Membership Sales Team of the Year: Branston Golf & Country Club, Celtic Manor Resort, Old Thorns, Stoke Park, The Mere and The Vale Resort

Leading Individual Leisure Membership Sales Performance: Alice Cox-Cooper (The Mere), Hannah Howells (Celtic Manor Resort), Louise Ringham (The Vale Resort), Michelle Bees (The Vale Resort) and Ursula McMillan (Cranleigh Golf & Country Club)

Golf Operations Team of the Year – Over £75 green fee: Forest of Arden (Arden Course), Foxhills Club & Resort, La Manga Club, Monte Rei, The Belfry Hotel & Resort and The Grove

Golf Operations Team of the Year – Under £75 green fee: Belton Woods, Dalmahoy Hotel & Country Club, Forest of Arden Marriott Hotel & Country Club (Aylesford Course), Rockliffe Hall, Tudor Park Marriott Hotel & Country Club and Worsley Park Marriott Hotel & Country Club

Golf Retail Manager of the Year – Over £75 green fee: Jacky Montgomery (Dunbar Golf Club), Jesús Moreno (La Manga Club), Kristoff Both (Club de Golf Alcanada), Sean Graham (Foxhills Club & Resort), Simon Howell (Forest of Arden Marriott Hotel & Country Club) and Tom Hughes (The Belfry Hotel & Resort)

Golf Retail Manager of the Year – Under £75 green fee: Campbell Elliott (Haggs Castle), Christine Langford (Thorpeness Hotel & Resort), Jonathan Clewett (Langland Bay Golf Club), Jonny Dye (Rockliffe Hall), Kenny Monaghan (Stirling Golf Club), and Matt Bradley (Belton Woods)

Food & Beverage Manager of the Year – Over £75 green fee: Bernat Llobera (Son Muntaner), Gloria Cortés (La Manga Club), Jacques Hobson (The Belfry Hotel & Resort), Marianna Maraviglia (The Grove), Matthew Penman (The Dukes, St Andrews) and Rui Silvestre (Monte Rei)

Food & Beverage Manager of the Year – Under £75 green fee: Caroline Lees (Ladybank Golf Club), Caroline Taylor (Pennard Golf Club), Glenn McNaughton (Long Ashton Golf Club), John Rix & Paul Walker (Dunston Hall), Jordan Pails & Alex Maclachlan (Ashburnham Golf Club) and Pamela Dixson (Longniddry Golf Club)

Greenkeeper of the Year – Over £75 green fee: Angus MacLeod (The Belfry – Brabazon), Borja Azpilicueta (Club de Golf Alcanada), Jamie Wade (The Belfry – PGA National), Jim McKenzie MBE (Celtic Manor Resort – 2010 Course), Rob Rowson (Forest of Arden Marriott Hotel & Country Club – Arden Course) and Scott Fenwick & Craig Haldane (Gleneagles – Kings course)

Greenkeeper of the Year – Under £75 green fee: Colin Powrie (Ladybank Golf Club), James Lindsay (Stirling Golf Club), John Smith (Breadsall Priory Marriott Hotel & Country Club), Jon Wyer (Rockliffe Hall), Matt Aplin (Goring & Streatley Golf Club) and Neil McLoughlan (Deeside Golf Club)

Golf Manager of the Year – Over £75 green fee: Brad Gould (The Grove), Brian Duncan (Celtic Manor Resort – 2010 Course), Chris Fitt (Foxhills Club & Resort), Chris Reeve (The Belfry Hotel & Resort), Darren Griffiths (Monte Rei) and Fraser Liston (Forest of Arden Marriott Hotel & Country Club – Arden Course)

Golf Manager of the Year – Under £75 green fee: Alex Davies (Belton Woods), Fraser Liston (Forest of Arden Marriott Hotel & Country Club – Aylesford Course), Martyn Stubbings (Rockliffe Hall), Philip Worthington (Royal Automobile Club), Sam Oliver (Dalmahoy Hotel & Country Club) and Stephen Hindle (Worsley Park Marriott Hotel & Country Club)

Golf Group of the Year: Almarose Hotels, Arabella Golf, De Vere Hotels, Foxhills Collection, Macdonald Hotels & Resorts and Marriott Golf

my59 Service Excellence: Aldenham Golf & Country Club, Branston Golf and Country Club, Celtic Manor Resort, Cotswold Hills Golf Club, Edgbaston Golf Club, Goring & Streatley Golf Club, Long Ashton Golf Club, Macdonald Hotels & Resorts, Moor Park Golf Club, Mount Juliet, North Middlesex Golf Club, Radyr Golf Club, Stoke by Nayland Hotel Golf & Spa, The Scandinavian and The Vale Resort.

PAUL ARMITAGE TO DRIVE 59CLUB’S EXPANSION OF CUSTOMER SATISFACTION SERVICES ACROSS WEST EUROPE, MOROCCO AND TUNISIA

Sunday January 5, 2020

59club continues growth with formation of West Europe & North Africa division to improve sales and service etiquette, increasing customer satisfaction, revenue and profits

January 30, 2020: Golf and leisure clubs, hotels, restaurants and spa destinations can now benefit from an in-depth vision into their operational successes and areas in need of improvement thanks to the formation of a dedicated division set to cover France; Belgium; Holland; Switzerland; Germany; Austria; Morocco and Tunisia.

The new division will be led by the highly decorated General Manager of La Golf National; Paul Armitage, who alongside his commitments with the club will also co-own and drive 59club’s expansion into Western Europe & North Africa, the latest addition to the world’s leading customer service specialists – currently operating across the UK, Europe, the Middle East, Africa, Asia and the USA.

59club are famed for their market-leading performance management tools, their customer satisfaction surveys, mystery shopping audits, whilst their training and education services are widely regarded as best-in-class across the industry.

Trusted by many of the world’s leading venues, 59club delivers an acclaimed route to measure and develop customer service levels and staff sales performance. Their intel and expertise hold the key to drive growth, providing a significant increase to customer acquisition, satisfaction, retention & profitability within businesses of all sizes.

59club has been trading across Europe for over 10 years having engaged with many of the leading golf & hospitality venues including European Tour Destinations; La Golf National, Terre Blanche, Diamond Country Club and Golf Club St Leon-Rot alongside Monte Rei, Alcanada and La Manga amongst many others. With a dedicated local presence, 59club’s hold in the region is set to perfect the golf, leisure and hospitality experience afforded to consumers whilst driving club revenues to new heights.

59club’s online dashboard allows these managers to compare results to the industry benchmark, elite-performing properties and even direct competitor venues of their choice, making it one of the only ways for venues to measure how well they are performing within their market.

Following the launch of 59club West Europe & North Africa, 59club CEO, Simon Wordsworth, said: “We’re absolutely thrilled to extend our scope of service into Europe and North Africa and hit the ground running, with the launch of this new business. 59club is all about the people, we couldn’t ask for better partners to lead this division than Paul Armitage & Sylvain Marcati who will drive our expansion within the region. We have the utmost confidence in them both. Our objective data-collection and analytical models will help golf clubs and other hospitality properties to achieve more out of their operations and begin to put customer service at the forefront of club and resort management once again. It’s great to see our product now available in the French language.”

Paul has been working in the golf industry since 2003. He has filled several roles as GM and building brand reputation and business in various golf facilities, and also as Managing Director for one of Europe’s leading Golf Networks.

Paul joined the French Golf Federation in 2014 to help prepare Le Golf National, not only to host the 2018 Ryder Cup, but also to raise the levels of service and experience to resemble that of other major tournament golf destinations around the world.

Working with 59club tools to help improve standards, and with Paul’s knowledge of the needs of modern golfers – it has been a recipe for success. It was therefore an obvious choice for Paul to help bring 59club to wider markets across Western Europe, Morocco & Tunisia.

“Customer service has to be the number one priority for all hospitality providers” said Paul Armitage, Managing Partner of 59club Western Europe & North Africa. “In today’s world, competition is fierce. Once you lose a customer to poor service, they are likely never to return. That’s why 59club was created. It’s the only golf, leisure and hospitality-specific benchmarking tool in the world that provides this type of objective analysis, ensuring operators are making informed decisions to increase customer retention.

“I am extremely proud to have excelled under the armoury of tools provided by 59club at La Golf National, and equally as excited to drive the same significant successes for my peers across the region, that an association with 59club delivers.”

For media queries, please contact:

Sarah Connelly

Marketing Manager, 59club HQ

E: sarah@59club.com

59CLUB ANNOUNCES QUARTERLY AWARD WINNERS TO RECOGNISE STANDOUT PERFORMERS

Monday December 23, 2019

Sponsored by 3DIFS and CGI Insurance, 59club’s newest accolades will reward individual staff performance throughout the year

59club, the leading specialist customer service & sales analysts and training provider, has introduced prestigious quarterly awards to recognise staff excellence throughout the year across its affiliate golf venues. The designated European awards focus on two categories – Group Golf Sales Enquiry Calls and Golf Membership Sales Appointments, the latter of which also recognises a top performer across Asia, The Middle East & Africa

The introduction of quarterly sales and service honours, ahead of 59club’s 10^th annual Service Excellence Awards Ceremony in March 2020, saw Sylvia Norris of De Vere Wokefield Estate recognised specifically for her outstanding delivery in the Leading Group Golf Sales Enquiry Call category, achieving a 40 percentage point advantage over the 59club industry average across all audits delivered between April and June.

Fine margins between the top three contenders meant Philip Brown of Breadsall Priory Marriott Hotel & Country Club and Damion Gee, Club Manager at Ashburnham Golf Club, narrowly missed out following a very successful performance audit review, as adjudicated by 59club in accordance with its non-subjective benchmarking criteria.

The 59club Leading European Golf Membership Sales Appointment title was claimed by Ashley Freeman of Rockliffe Hall, with an impressive 28 percentage points margin over the 59club industry. Chris Dowrick of Foxhills and Iain Fox of Breadsall Priory Marriott Hotel & Country Club were both particularly close to claiming the title, with other well-known venues such as The Mere also scoring extremely well.

When it comes to Golf Membership Sales Appointment delivery across Asia, The Middle East & Africa, the relentless high service levels demonstrated were typically impressive. George Wearden, Golf Operations Executive at Dubai Creek Golf & Yacht Club secured this award with an overall score 29 percentage points higher than the global 59club industry average.

Another top performer from the Dubai Golf Group was Rhys James, and just 45 minutes away in Abu Dhabi, Barry Barnard of the exquisite Saadiyat Beach Golf Club was also close to claiming the accolade.

Ashley Freeman, Spa Guest Services Manager – Rockcliffe Hall, said: “The Service Excellence Award is a wonderful accolade for both me personally and also for Rockcliffe Hall as one of the UK’s leading golf destinations. At a five-star resort, achieving exceptional customer service levels and offering the highest standards are one of the most important aspects of ensuring success, I am so delighted that I can play a part in this.”

Jamie Anton, Group Director of Golf & Leisure – De Vere Wokefield Park, said: “Sylvia is a fantastic ambassador for the De Vere estate and the whole team are delighted that she has been recognised by The 59club for her outstanding performance. We are firmly committed to providing a great golfing experience for our members and guests and I am confident that our ongoing relationship with the 59club will take our three golf venues to new heights in 2020.”

Rhys James, Director of Golf Operations – Dubai Creek Golf & Yacht Club, said: “Dubai Creek are proud to receive the newly introduced quarterly awards that allow us to recognise and reward our colleagues for their high standards in delivering memorable experiences for our members and guests.”

59club has seen significant growth over the last 12 months, expanding into the American and Asian markets, whilst further cementing its position in the Middle East & Africa. The establishment of ‘local’ office’s and the formation of dedicated ‘international’ divisions amidst ambitious global growth plans, provides hospitality operators in those regions with an outstanding opportunity to build revenue through improved sales and service provision. The expanded horizons of 59club in recent months make Sylvia, Ashley and George’s success even more impressive, with a greater number of 59clubusers vying for these titles.

Simon Wordsworth, 59club CEO, said: “Congratulations to all award winners – we always knew we had something very special within 59club, and as we have taken our products into new emerging markets, we have been overwhelmed by its response. Each audit experience is meticulously evaluated, against what has been hailed world-leading criteria – so to say these awards are very much deserved, is an understatement. My congratulations go out to the winners & the club’s they represent for truly driving sales & service experience to an all-time high. The ability of these individuals to affect the venues bottom line, can’t be stressed enough, they are the key figures in getting people through the door to enable the rest of the team to deliver the experience. As such we are delighted to create a platform that now recognises individual achievements, elevating the profile of our best performers in a consistent and regular way. I know that this announcement will drive standards more than ever before, as clubs and individuals go head-to-head to compete for these new titles.

“Our development over the last twelve months has been very exciting, not least with our growth into new markets, the acquisition of an increasing number of clients and the establishment of new initiatives such as this, which reward and recognise outstanding performance beyond the annual awards ceremony which celebrates it’s 10 year anniversary next March. As company, we are very excited about what the future holds in store.”

For more information on 59club, visit: www.59club.com

ANOTHER CLOSE RACE FOR 59CLUB QUARTERLY AWARD WINNERS AS STANDOUT PERFORMANCES ARE RECOGNISED

Tuesday November 5, 2019

Sponsored by 3difs, CGI Insurance & Gunners, 59club’s regular accolades reward individual staff performance throughout the year

The quarterly sales and service honours, ahead of 59club’s 10^th Annual Service Excellence Awards Ceremony taking place in March 2020, saw Justine Friedrich of Forest of Arden Marriott Hotel & Country Club recognised specifically for her outstanding delivery in the Leading European Group Golf Sales Enquiry Call category, as she achieved a 1 percentage point advantage over her closest rival for her performance against all qualifying audits (calls under 15 minutes in duration) delivered between July and September.

Fine margins between the top contenders meant Rachel Palmer of Tudor Park Marriott Hotel & Country Club, Ben Stokes of MacDonald Hotels and Aaron Williams of Herons Reach Golf Club all narrowly missing out following very successful audit reviews, as adjudicated by 59club in accordance with its non-subjective benchmarking criteria.

The 59club Leading European Golf Membership Sales Appointment title, was claimed by Connor Sansom of Porters Park, with an impressive 31 percentage point margin over the 59club global industry average across quarter three. Chris Dowrick of Foxhills took second place once again, after achieving the same success in quarter two, with Sean O’Brien of Stoke Park and Jonathan Hotson of Belton Woods also performing extremely well.

When it comes to the Leading Golf Membership Sales Appointment delivery across Asia, the Middle East & Africa, the relentless high service levels demonstrated were yet again typically impressive. Joe Way retained the title for Dubai Creek Golf & Yacht Club for a second consecutive quarter with an overall score 30 percentage points higher than the 59club global industry average, which follows on from George Wearden’s success for the club in quarter two.

Another top performer from the Dubai Golf Group was Cian Hurley of The Emirates Golf Club, and in third place, Seby Gomes of Abu Dhabi City Golf Club.

A new title has been introduced to recognise service excellence delivered within the clubhouse, during a golf visitor mystery shopper experience.

The Leading European Food & Beverage accolade goes Jacques Hobson, of The Belfry Hotel & Resort, with a glowing audit, which realised an impressive 26 percentage point advantage over the 59club global industry average. Other top performances across the quarter saw The Dukes, St Andrews and Selsdon Park just 3 percentage points behind the Belfry’s impressive lead, closely followed by Hanbury Manor Marriott Hotel & Country Club and La Manga Club.

Meanwhile, across the MEA & Asia, the Food & Beverage title was awarded to Michael Major and Kevin Toth of Dubai Creek Golf & Yacht Club with a 24-percentage point lead over the 59club global industry average.

Thai Country Club came close in second place with an impressive podium performance, realised within 12 months of engaging with 59club Asia. In reality, the upturn in service achieved a 1.8M baht (around £30K) uplift in sales during the same period, as quoted by John Blanch, General Manager at Thai Country Club recently whilst attending the PGA show in Phuket. Trump International Dubai and Thana City, Thailand claimed third and fourth places for their Food & Beverage provisions respectively.

Justine Friedrich, Golf Events Executive – Forest of Arden Marriott Hotel and Country Club, said: This is an amazing present for my first-year work anniversary at the Marriott Forest of Arden. This prize is the result of all the support, patience and sharing knowledge that I have received from my golf team and my managers.”

Tim Knight, General Manager – Porters Park Golf Club, “In a competitive market it is vital that we display a consistent process for managing Membership enquiries and a strong focus on the way which we introduce new members to club life. Working with the 59club during 2019 has supported our efforts in this area and it is fantastic to see that Connor has been recognised for his performance.”

Jacques Hobson, F&B Outlets Manager – The Belfry Hotel & Resort,said: “Winning this award would have not been possible without the team which I am proud to lead each day. This achievement is a testament to the work ethic they have provided throughout a very busy period. This is a great indicator for the team and I to show that we are delivering exceptional service and playing our part to become the ultimate resort for a 2nd consecutive year.”

Michael Major, Golf Services Manager – Dubai Creek Golf & Yacht Club, said: “It’s great to see Joe recognised for his individual performance this quarter! On behalf of the club I would like to express how proud we are here at Dubai Creek to have received these two fabulous awards.”

Commenting on the success of each of the winners, Simon Wordsworth, 59club CEO, said: “Congratulations to all award winners – we always knew we had something very special within 59club, and as we have taken our products into new emerging markets, we have been overwhelmed by its response. Each of these awards represent hard work and dedication from each of the winners, the ability of these individuals to affect the venues bottom line, can’t be stressed enough, they are the key figures in getting people through the door to enable the rest of the team to deliver the experience.

“We have seen significant growth over the last 12 months, expanding into American and Asian Markets, whilst further cementing our position in the Middle East & Africa. The expanded horizons of 59club in recent months makes the individual successes of Justine, Connor, Joe, Jacques, Michael and Kevin even more impressive, with a greater number of 59club users vying for these titles. As company, we are very excited about what the future holds for us, as we look ahead to celebrate 10 years of 59club.

59CLUB ACCELERATES EXPANSION WITH LAUNCH OF 59CLUB MIDDLE EAST AND AFRICA

Wednesday October 16, 2019

59club cements its position in the Middle East and Africa with establishment of local office and formation of dedicated ‘MEA’ division amidst international growth

United Arab Emirates, 13^th October, 2019: 59club, the world’s leading specialist customer service & sales analysis and training provider, has enhanced its rapidly accelerating global footprint with the opening of a dedicated office in Dubai, signalling the official launch of 59club Middle East and Africa.

Already, 59club has established and developed relationships with 14 well-known golf resorts in the region, including Dubai Golf, Aldar properties in Abu Dhabi and resorts in Mauritius and Seychelles. Today’s announcement cements 59club’s commitment to the region and recognises its success there by creating the structure for an unrivalled, on the ground service for existing and new clients. It follows the launch of 59club Asia in November 2018 with additional offices set to open in emerging destinations worldwide as demand for 59club’s expertise and intel reaches an all-time high.

As well as a local presence, the development of new spa, F&B and Hotel products will allow 59club MEA to enhance performance within the ever-growing, high-end leisure market the region is famed for. Its market-leading software and assessment criteria provide the resources to improve and maintain ‘sales & service’ etiquette, increasing customer satisfaction, revenue and profits in the process.

The 59club MEA team will consist of Neal Graham and Mark and Sally Bull, who collectively boast more than 30 years’ experience working in the region. During this time, they have established important relationships with key stakeholders within the Golf, Spa and Hospitality industries, which will be pivotal to future success.

Of the launch of 59club Middle East and Africa, 59club CEO, Simon Wordsworth, said: “I’m delighted to announce the launch of our Middle East and Africa division and hugely excited to have Neal, Mark and Sally on board at the helm.

“Boasting some of the finest leisure destinations worldwide, 59club’s growing profile in the UAE and Africa presents the opportunity for operators to enhance their offering even further and ensure the region’s reputation for service is extended. For our clients, this also means business growth and I anticipate an immediate impact under the leadership of our 59club MEA team.”

59club Middle East and Africa Co-Director, Neal Graham, added: “We are excited to enhance the service and offering to our current and potential new clients within the region. The expansion of our products into the Spa and Hospitality areas represents an exciting development and will enable us to utilise the powerful management tool to identify areas of concern and assist clients with training and support.

“For the first time, it will provide operators with the tools to benchmark their standards against competitors, the industry and some of the leading venues worldwide, which is going to have a tremendous impact on performance.”

Over the past ten years, 59club has taken the industry by storm by providing data-driven solutions and industry benchmarks to address issues of sub-par sales and service performance, to which many leading venues have aligned their principals. 59club’s overarching influence within the Middle East and Africa will drive standards, advance experience and generate greater profitability for each and every commodity within the service industry.

For further details and enquiries, please email: enquries@59clubmea.com

CMAE AND 59CLUB SIGN PARTNERSHIP AGREEMENT

Tuesday October 1, 2019

The CMAE is delighted to announce a new partnership with leading Sales & Customer Service analysts, 59club. The partnership will see the two organisations work together offering a strong bond between education in management (CMAE) and following that up with analysing Sales & Customer Service (59club).

59club is the market leader in providing customer service analytics and performance measurement programmes. Through modern-day evaluative tools, their presence helps to drive standards of sales etiquette, with the capability to gather crucial performance data and compare themselves against some of the finest member and guest experiences across the golf, leisure, spa, hotel and F&B industries.

Commenting on the partnership, CMAE’s Director of Education Torbjörn Johansson said “59club is becoming a global brand and is also partnering with CMAA. Their product suits us perfectly with a Club/Golf, Leisure & Hospitality specific benchmarking tool in the industry that allows you to not only analyse your own club’s service standards, but also compare your results to the industry standard, elite performing clubs and competitor venues of your choice, a great way to measure how well you are performing in the market. We are very excited and look forward exploring our mutual opportunities.”

Simon Wordsworth, the founder of 59club, has a wealth of experience having worked in the sector for many years at one of the worlds’ most renowned Golf and Leisure resorts.

Commenting on the partnership Simon said: “Our partnership with CMAE is hugely exciting for us. As one of the leading professional associations for the management of golf clubs, there is tremendous cross-over in our mutual clients. With our ability to drive industry standards in an affordable way, in addition to CMAE’s contact base, this will make for a very potent partnership. As such, it should not be long until we see a dramatic improvement in our collective ability to generate positive results across the industry.”

Simon will also be presenting at the CMAE European Conference “The Destination” 17-19th November in Cascais, Portugal, on the subject of how clubs can achieve new service standards to match those of the most prestigious venues worldwide.

59CLUB BUSINESS INTERFACE NOW AVAILABLE FOR CONCEPT CUSTOMERS

Monday August 12, 2019

Concept has partnered with 59club to provide its golf, leisure & spa clients with new service analysis intelligence to measure customer satisfaction levels within their businesses via its high-end operations software suites.

Concept users can now benefit from 59club’s expertise, mechanism and freedom to independently deliver customer satisfaction surveys using their industry specific benchmarking assessment criteria, flexible survey templates and automated software.

The new partnership enables the auto-generating functions to remain switched on for mutual affiliated clients – meaning that each time member and guest data is entered into their operations software, 59club will auto-invite the customer to complete the venues bespoke satisfaction survey based on their recent encounter – for example after having joined the club, paid to play, visited the spa or F&B outlet or having relinquished their club membership. The functionality can even track a customer’s experience at significant landmarks during their journey, auto-generating a series of questionnaires, in sequence at set intervals as programmed by the venue, measuring a new member’s experience over a set timeframe as a guide.

With a wealth of survey templates that cover all areas of the hospitality industry and as a result of the two software giant’s new pairing, club staff can now save valuable time delivering surveys, avoiding additional data entry, and elements of human error or resistance are eradicated.

The new interface will go live at one of the most prestigious properties in The UK; The Belfry – with other leading Golf Groups such as Dubai Golf and premier clubs and resorts that includes the likes of Old Thorns, Celtic Manor, Stoke Park, Ramside Hall and Dalmahoy also set to win as a result of the new pairing, with concept looking to roll-out the update to all of its clients very soon.

Chris Reeve, Director of Golf at the Belfry Hotel & Resort, said: “The 59club surveys have been a huge success for us and we are just about to introduce a link between our EPOS [Concept] system which will talk directly to 59club’s software [my59] and provide a survey to anyone that plays a round of golf at The Belfry with a few key questions. This is going to open new doors for us and gives us even more insight into what our customers are looking for and allows us to retain our number one position as the best golf resort in the UK”

The new partnership has been forged to assist venues to improve and maintain sales and service quality, in addition to comparing their internal customer satisfaction levels against 59club’s benchmark; the industry average and the best performing venues globally. Ultimately venues stand to capture more consumer insights than ever before.

Simon Wordsworth, 59club CEO, said: “Our recent partnership with Concept is hugely exciting for 59club. Linking our customer satisfaction survey software with the complete enterprise solution for the world’s leading resorts couldn’t be a better match. Both companies have a focus on being in control; whether that’s assisting clients managing memberships, reservations, POS or business intelligence.

“The addition of ‘real-time’ customer service analysis sees the essential day to day operation of golf, leisure & Spa venues worldwide get a whole lot smarter. As 59club continues to grow with new operations in America, Asia and Europe, I’m looking forward to seeing our collaboration with Concept continue to advance service excellence standards across the industry globally”.

Concept, a Shiji Group Brand, offers its users with leisure software for spas, clubs, resorts, and golf courses. The Concept Golf product is a complete enterprise solution for the world’s leading golf resorts and venues and caters for all software needs for golf operations.

Malcolm Rennie, Commercial Manager of Concept, said: “This new relationship and integration with 59club is so exciting for us. The cross-over between our mutual clients is staggering and we were delighted to see so many of Concept’s customers being recognised at 59club’s annual awards ceremony. We can’t wait to rollout this integration to new and existing clients and see the positive results.”

For more information on 59club, visit: www.59club.com
For more information on Concept, visit www.concept.shijigroup.com

59CLUB FOOD PARTNERS WITH DRAUGHT COCKTAIL INNOVATOR GUNNERS TO DRIVE F&B SERVICE STANDARDS

Thursday August 1, 2019

59club, the industry’s leading Sales & Customer Service analysts, with more than 12 years’ experience in the hospitality sector, has announced a partnership with the UK’s premier draught cocktail brand, Gunners.

59club’s unrivalled mystery shopper audits and customer satisfaction surveys launched to the Food & Beverage sector in the spring in order to provide comprehensive & totally objective on-line reports, which measure the customer experience in four distinct types of food delivery. They are “Food to go”, “Quick Service”, “Gastro/Brasserie” and “Premium Dining” with supplementary training services available. Each food outlet tested has the option to choose the competitors that they would like to be ranked against, with the objective being to ensure that 59club maximises the commercial opportunity and provide support where necessary. 59club food services play a vital part in ensuring that the desired sales & service standards are achieved.

Further plans set to advance sales & service levels within the Food industry include the launch of an ‘F&B Service Excellence’ qualification for customer facing staff in late 2019. To enable the rapid growth of service & sales performance management tools that are driving standards across the industry, 59club has created a small network of Food & Beverage Partners who share the common goals of wanting to develop products and services that serve to enhance customer experience. Gunners are the first major supporter of this initiative and have put a great offering together for golf clubs to have the drink available to members and guests on draught, in bottle and by portable dispense.

Established in 1842, Gunners is famed for being a distinctive non-alcoholic cocktail. Gunners ‘Saint’, one of the most refreshing summer drinks, includes Ginger Beer, Ginger Ale, Angostura Bitters and a twist of lime, always served over ice. Gunners ‘Saint’ is now accompanied by Gunners ‘Sinner’; a modern, darker version of the classic drink that comes complete with a shot of dark rum, to add a little more punch (4.5% abv). Rather than being hand mixed behind the bar, both drinks are now available in pre-mixed packaging and poured through modern dispense equipment, so that a perfect serve is achieved, every time, in a fraction of the time.

The new pairing has since seen the refreshing, British taste of Gunners added to The Belfry Hotel & Resort, one of the most popular golfing venues in the UK. The fit forged around quality, affords the perfect accompaniment of beverages to meet the demands of both the traditional and modern-day golfer. 59club’s rich heritage in golf saw an early paring with the 4-time Ryder cup host venue some 12 years ago. This year the Resort was crowned 59club’s Ultimate Golf Resort in the 9^th annual Service Excellence Awards Ceremony hosted in March 2019 at St Andrews, Scotland – the home of golf.

Simon Wordsworth, CEO of 59club said; “We look forward to a successful partnership with Gunners, set on advancing customer service levels across golf resorts, hotel chains, restaurants and bars. If that wasn’t enough, perhaps to see the famous drink pave its way into more golf bars around the globe will be something we all toast at the first 59club Food Service Excellence Awards Ceremony.”

Whether you favour the ‘Saint’ or the ‘Sinner’, visit www.gunnerscocktails.co.uk to find out more about this unique

cocktail.

For more information about 59club’s sales & service performance management tools, contact Mike Bell for all F&B related enquires at mbell@59clubfood.com and Matt Roberts for Golf, Leisure, Spa & Hotels at matt@59club.com

Suppliers interested in partnering with 59club to further advance sales & service within the hospitality industry are urged to contact Paul Walker on behalf of 59club who can be contacted on paulwalker@pwcl.co.uk.

GOLF CLUB SUCCESS STORIES

Tuesday July 9, 2019

At a very basic level, as golf professionals, whichever direction our career has taken, we all aim to offer the best products and services to our customers. We all inspire to deliver the level of professionalism that our PGA training instilled within us. The pro who thinks smarter, who sets their own agenda to push the boundaries to achieve success, is the pro who stands to win the most!

THE GOLF INDUSTRY’S LEADING SERVICE PROVIDERS REWARDED AT 9TH ANNUAL 59CLUB AWARDS

Thursday April 11, 2019

High-profile venues across the world recognised for service excellence in glitzy ceremony at the Home of Golf .

The golf industry’s very best clubs, resorts and individuals last night descended on St Andrews, The Home of Golf, for the 9th annual 59club Service Excellence Awards. A day which started with a golf tournament on the Jubilee and iconic Old Course, ended in a celebratory awards ceremony at The Old Course Hotel, within the Hall of Champions.

The Belfry Hotel & Resort and Emirates Golf Club picked up the highest prized awards of the evening, The Ultimate Golf Resort and Ultimate Members’ Club. The Belfry Hotel also scooped a ‘Gold Flag’ and three other awards, including Chris Reeve being crowned UK ‘Golf Manager of the year’ based on their PGA National Course audits, and Angus MacLeod crowned UK Greenkeeper of the Year in recognition of The Brabazon Course, for the second consecutive year.

Dubai Golf-managed venues were left revelling on the night, with Emirates Golf Club collecting four awards, while Dubai Creek went one better claiming five, including both the Leisure Membership and overseas Golf Membership Sales Teams of the Year. Dubai Golf were also awarded Golf Group of the Year, both venues awarded ‘Gold Flags’, whilst Stephen Hubner of Dubai Creek crowned overseas Golf Manager of the Year for the second year running. Upon collecting 10 total awards on behalf of venues across the Dubai Golf portfolio, Chris May, CEO, said: “We are absolutely delighted to have achieved such success here at the 59club Service Excellence Awards, and it is with much personal pride that I was able to collect so many accolades on behalf of Emirates Golf Club and Dubai Creek, as well as the sought after Golf Group of the year title. “The expertise, information and staff training support that 59club has provided us over the years has become a mainstay of our business, and has allowed us to deliver a consistently high level of customer service across our entire group operation. We pride ourselves on being amongst the very best venues in terms of the visitor and member experience in world golf.”

The awards, which recognised the leading golf venues that consistently achieve ‘service excellence’ across all areas of their businesses – sales, service, operations, retail, golf course, food & beverage and management – are determined by scores collected from an independent visitor panel who evaluate the experience presented to both visiting golfers and prospective members, all in accordance with 59club’s industry leading, non-subjective benchmarking criteria.

To ensure venues of all sizes are recognised for their outstanding levels of achievement, 59club introduced two categories for selected individual and team awards, thus segmenting clubs who charge an average green fee of either above or below £75. This ensures clubs of all sizes and budgets have the chance to receive the credit they deserve, based on the market segment they have chosen to compete in.Chris Reeve, Belfry Hotel and Resort Director of Golf, said: “I am extremely proud to have received such a prestigious accolade, which underlines our commitment to deliver the highest levels of customer service and unforgettable experiences for all of our guests. “The award recognises all the hard work that each individual has contributed towards realising our vision for the future of golf at The Belfry. From the greenkeepers to the bar and kitchen staff, every member of the team is committed to service excellence and does a fantastic job; they are the driving force behind our success. “This win not only demonstrates the achievements of our team, but also signifies the benefits of our work with 59club, and this would not have been possible without our close working relationship with them. I am looking forward to the year ahead and continuing to build upon the resort’s illustrious reputation.” 59club’s Gold, Silver and Bronze Flag Awards, the Industry Benchmark, are a highlight for many. These highly prized accolades recognise member clubs and resorts that provided excellent facilities for golfers to enjoy, as well as having achieved the required standard of customer service throughout 2018. This year, 59club presented 19 ‘Gold Flags’. The deserving winners were: Forest of Arden, Foxhills, Yas Links, The Dukes St Andrews, Monte Rei, Celtic Manor Resort, The Grove, The Belfry Hotel & Resort, Gleneagles, Rockcliffe Hall, Son Muntaner, Royal GC Bahrain, Stoke Park, Abu Dhabi GC, Trump International Dubai, Dubai Creek, Emirates GC, Saadiyat Beach GC and Roehampton Club. Los Naranjos were the only venue to receive a ‘Silver Flag’, while 12 ‘Bronze Flag’ Awards were presented to Forest Pines, Slaley Hall, La Manga Club, Castelconturbia, Worsley Park, Club de Golf Alcanada, Frilford Heath GC, Hanbury Manor, Gullane GC, Woodhall Spa, Royal Automobile Club and Sandy Lodge GC. Philomena Wilkinson (Forest of Arden) received the Award for the ‘Leading Individual UK Golf Membership Sales Performance’.

Forest of Arden had further reason to celebrate by winning the ‘Golf Sales Team of the Year’, being awarded a ‘Gold Flag’ and Simon Howell claiming the ‘Golf Retail Manager of the Year’ UK award in the over £75 green fee category. These successes for the Marriott Golf Group culminated in a total of 9 awards throughout the night which included a Bronze Flag for Hanbury Manor, Breadsall Priory claiming UK Golf Membership Sales Teams of the Year, and Worsley Park earning themselves a Bronze Flag and UK Golf Operation Team of the Year for the under £75 category. Meanwhile, alongside a Gold Flag, Trump International, Dubai were also crowned overseas Golf Operation Team of the Year. Special acknowledgement should be reserved for Royal GC Bahrain, which claimed two individual awards Paul Gindra and Candice Hall for Overseas Food & Beverage Manager of the Year, and Jamie Faulkner and William Evans for Overseas Greenkeeper of the Year, and also a Gold Flag Designation. In recognition for venues which have shown continued commitment to engage, analyse and enrich their member and guest experience, utilising a collateral of survey tools across 59club’s ‘my59’ software platform, 19 ‘my59 Awards’ were presented. Recipients included Ashburnham GC, Colchester GC, Dalmahoy Hotels & CC, Dunscar GC, Ferndown GC, Gog Magog GC, King’s Lynn GC, Langland Bay GC, Maxstoke Park GC, Old Thorns GC, Orsett GC, Radyr GC, Sherborne GC, Stoke Park, St Ives (Hunts) GC, The Scandinavian and The Vale Resort. Two venues received distinction in this category – Celtic Manor Resort and Macdonald Hotels.Other prestigious award winners on the night included Houssem Belabed (Gleneagles) claiming the UK Food & Beverage Manager title within the under £75 category, while Ben Hunt (Rockliffe Hall) received the same accolade within the over £75. Matt Aplin (Goring & Streatley) was crowned the UK Greenkeeper, with Sandy Smith (Ladybank) receiving UK Golf Retail Manager, both within the under £75 greenfee category. The Grove had reason to celebrate success, retaining their Gold Flag status, Brad Gould claimed the UK Golf Manager title, and the Resort crowned UK Golf Operation Team of the Year, both within the over £75 greenfee category. Of this year’s awards, Simon Wordsworth, CEO at 59club, commented: “St Andrews Old Course Hotel has not disappointed in providing an exciting and memorable evening celebrating our 9th Annual Service Excellence Awards. The winners have all showcased the very best client experiences possible, a trait that will consistently see them advance standards across the industry and ensure they stay at the forefront of the golf and hospitality industry.“The team at 59club has consistently pushed the boundaries with customer service standards and thanks to our proven benchmarking tools and training support, the success stories amongst our client base continue to grow. “I’d like to congratulate all of our winners, nominees and venues we work with, who continue to dedicate themselves to delivering the best experiences possible for their members and guests.”

GOLF INDUSTRY LEADERS TO BE RECOGNISED AT THE HOME OF GOLF IN 59CLUB’S SERVICE EXCELLENCE AWARDS

Tuesday March 5, 2019

The very best individuals, teams and venues in golf unveiled for 9th annual awards celebrating excellence in sales, service, operations, retail and management

The nominations for the 59club Service Excellence Awards have today been revealed, with some of the highest-profile and best-loved venues across the globe in the running for a golf industry sales and service excellence ‘Oscar’.

The glittering affair, to be staged this year at The Old Course Hotel, St Andrews, will see the good and the great of the golf industry come together to honor individuals, teams and venues for their industry-leading performance in sales, service, operations, retail and management. The evening will be hosted by Alan Tait, on course commentator for BBC Radio Scotland and 59club’s very own Area Manager for the North of England and Scotland.

In a shake up to the historic awards format, and to reflect their international appeal as 59club continues to extend its footprint overseas, seven new categories have been introduced, ensuring the ceremony continues to reflect the very best performances, regardless of size, scale or location at home and abroad.

For 2019, an ‘overseas’ category has been introduced to no fewer than seven awards: Golf Membership Sales Team of the Year, Leading Individual Golf Membership Performance, Golf Operation Team of the Year, Golf Retail Manager of the Year, Food and Beverage Manager of the Year, Greenkeeper of the Year and Golf Manager of the Year. As has been the case in recent years, five of these seven will be further segmented, creating two categories for UK nominees in each, based upon average green fees; above or below £75 per person.

The awards are determined by scores collected from an independent visitor panel who evaluate the experience afforded to visiting golfers and prospective members in accordance with 59club’s non-subjective benchmarking criteria. Each venue is judged on performance in the following areas: sales, service, operations, retail, golf course, food & beverage and management.

The Belfry and Dubai Creek are the frontrunners among this year’s nominees, each of which is up for 11 nominations. The four-time Ryder Cup venue can boast a return to the reckoning for The Ultimate Golf Resort – a title it last picked up back in 2014 – Golf Operation Team of the Year and Greenkeeper of the Year, the latter courtesy of 2018 title-holder Angus Macleod’s re-nomination.

Dubai Creek, meanwhile, will see three team members go head-to-head for just one prize, as Dougie Gair, Michael Major and George Wearden compete for the Leading Individual Leisure Membership Performance. No surprise, then, that George Wearden is also up for the Leading Individual Golf Membership Performance and Dubai Creek, the Golf Membership Team of the Year (Overseas).

Emirates Golf Club follows closely behind on 10 nominations, including the potential for collective glory in two categories: Golf Membership Sales Team of the Year – Overseas and Leisure Membership Sales Team of the Year. Forest of Arden is a short way further back with the potential for success in eight categories, which include a return to contention for two-time winner and reigning champion, Simon Howell, for the Golf Retail Manager of the year – Over £75 green fee category.

Other globally-recognised venues to receive multiple nominations include: Abu Dhabi Golf Club, Ashburnham Golf Club, Breadsall Priory, Celtic Manor, The Dukes St Andrews, Forest Pines, Foxhills, Gleneagles, last year’s Host; The Grove, Ladybank Golf Club, Macdonald Hotels, Monte Rei, Old Thorns, Royal Automobile Club, Rockliffe Hall, Royal Golf Club Bahrain, Sandy Lodge Golf Club, Saadiyat Beach Golf Club, Stoke Park, Trump International Dubai and Worsley Park.

Another new introduction to the night’s proceedings will see 59club bestow accolades upon venues for their commitment to engage, analyse and enrich their member and guest experience, utilising a collateral of survey tools across the my59 software platform. 19 venues will be recognised within this category, including: Colchester Golf Club, Dunscar Golf Club, Ferndown Golf Club, Gog Magog Golf Club, King’s Lynn Golf Club, Langland Bay Golf Club, Maxstoke Park Golf Club, Orsett Golf Club, Radyr Golf Club, Sherbourne Golf Club, St Ives (Hunts) Golf Club, The Scandinavian and The Vale Resort. The 19 venues will all compete to win an Ultimate Service Excellence accolade.

Always a highlight of proceedings among attending guests, the evening will also see the 59club Industry Benchmark, its Gold, Silver and Bronze Flag Awards, presented to golf resorts and private members clubs which have demonstrated distinction against broad criteria for both service and the quality of their facilities.

Looking ahead to a glittering evening in St Andrews, Simon Wordsworth, chief executive of 59club and a Fellow of the PGA, said: “Over the past 12 months, 59club members have again shown an incredible commitment to providing their members and guest with the golf industry’s highest service standards, and what better way to reward them than with what promises to be an evening to remember in St Andrews.

“There is no doubt 2019 has been the most impressive year on record, with many of the categories far too close to call. More than this, however, the evening will stand as recognition of those individuals and teams who go above and beyond to ensure the experiences they provide are nothing short of exceptional. Our awards are a tribute to their tireless work and we can’t wait to join our guests in their celebrations.”

The 59club Awards are supported by: 3d-ifs, CGI Insurance, Golf Genius, Golfbreaks.com, Tacit, Toro, Club Car, Kennet, The PGA, England Golf, GCMA, Performance54, Albatross Digital Golf, BIGGA, Clubface-golf, Swatkins, Colt Mackenzie McNair, Foresight Sports, Crossover, Foremost, Golf Retailing, Golftell Member App, Design Elegance, Fluid Productions, PlayMoreGolf and Course Mate.

To book a place at the awards evening taking place at The Old Course Hotel, St Andrews, on March 13, please contact: naime@theaspirationgroup.com

For more information about 59club, visit www.59club.com.

2018/19 59CLUB ‘SERVICE EXCELLENCE’ AWARD NOMINATIONS (in alphabetical order by venue):

Leading Individual Golf Sales Performance:

Damion Gee (Ashburnham GC), Jack Bowen (The Belfry Hotel & Resort), Rachel Alford (Breadsall Priory), Joel Westwell (The Grove), Ben Stokes (Macdonald Hotels), Jennifer Jefferies (Stoke Park)

Golf Sales Team of the Year:

Ashburnham GC, Breadsall Priory, Forest of Arden, Macdonald Hotels, Stoke Park, Woodhall Spa

Golf Membership Sales Team of the Year – Overseas:

Dubai Creek, Emirates GC, Trump International Dubai, Yas Links

Golf Membership Sales Team of the Year – UK:

Breadsall Priory, Forest of Arden, Foxhills, Herons Reach, The Mere, Ramside Hall,

Leading Individual Golf Membership Performance – Overseas:

George Wearden (Dubai Creek), Rhys James (Emirates GC), Beatrice Wambua (Trump International, Dubai), Khay-Gie Aniciete (Yas Links)

Leading Individual Golf Membership Performance – UK:

Luke Speed (Breadsall Priory), Philomena Wilkinson (Forest of Arden), Aditi Auluck (Foxhills), Helen Roseberry (Ramside Hall), Ashley Freeman (Rockliffe Hall), Philip Stickler (St Pierre)

Leisure Membership Sales Team of the Year:

Celtic Manor Resort, Cranleigh G&CC, Dubai Creek, Emirates GC, Old Thorns, The Vale Resort

Leading Individual Leisure Membership Performance:

Dougie Gair (Dubai Creek), Michael Major (Dubai Creek), George Wearden (Dubai Creek), Cian Hurley (Emirates GC),
Andy Meech (Emirates GC), Emma Jenkins (Old Thorns)

Golf Operation Team of the Year – Overseas:

Abu Dhabi GC, Dubai Creek, Emirates GC, Monte Rei, Saadiyat Beach GC, Trump International Dubai

Golf Operation Team of the Year – Under £75 green fee:

The Belfry Hotel & Resort (The PGA National Course), Dalmahoy Resort, Forest Pines, Rockliffe Hall, Sandy Lodge GC, Worsley Park

Golf Operation Team of the Year – Over £75 green fee:

The Belfry Hotel & Resort (The Brabazon Course), Celtic Manor Resort (The 2010 Course), The Dukes St Andrews, Forest of Arden (The Arden Course), Foxhills, The Grove

Golf Retail Manager of the Year – Overseas:

Giovanni Malcotti (Castelconturbia), Gregorio Gonzales (Dubai Creek), Juan Kramer (Emirates GC), James Durkin (Saadiyat Beach GC), Carmen Laguna (Son Muntaner), Sven Nielsen (Trump International, Dubai)

Golf Retail Manager of the Year – Under £75 green fee:

Tom Hughes (The Belfry Hotel & Resort, PGA National Course), Gordon Robinson (Cardrona), Sandy Smith (Ladybank GC), Jonny Dye (Rockliffe Hall), Jeff Pinsent (Sandy Lodge GC), James Lambert (Worsley Park)

Golf Retail Manager of the Year – Over £75 green fee:

Tom Hughes (The Belfry Hotel & Resort, The Brabazon Course), Simon Howell (Forest of Arden, The Arden Course), Sean Graham (Foxhills), Mike Shrieve (The Grove), Alasdair Good (Gullane GC), Tim Harris (Stoke Park)

Food and Beverage Manager of the Year – Overseas:

Sandeep Pandey (Abu Dhabi GC), Francois Roldan (Dubai Creek), Steen Simon (Emirates GC), Gloria Cortés (La Manga), Angélique Monteiro (Monte Rei), Candice Hall & Paul Gindra (Royal GC, Bahrain)

Food and Beverage Manager of the Year – Under £75 green fee:

Jacques Hobson (The Belfry, PGA National Course), Caroline Lees (Ladybank GC), Moses Solomon (Royal Automobile Club), Ben Hunt (Rockliffe Hall), Andrew Williams (The Vale Resort), Chris Dinnage (Worsley Park)

Food and Beverage Manager of the Year – Over £75 green fee:

Jacques Hobson (The Belfry, The Brabazon Course), Martyn Woods (Celtic Manor Resort, The 2010 Course), Matthew Penman (The Dukes, St Andrews), Houssem Belabed (Gleneagles), Christian Schindler (Hanbury Manor), Christian Tarca (Stoke Park)

Greenkeeper of the Year – Overseas:

Matthew Perry (Dubai Creek), Matthew Perry (Emirates GC), Joao Goula (Monte Rei), Jamie Faulkner & William Evans (Royal GC, Bahrain), Clinton Southorn (Saadiyat Beach GC), Ben Griffiths (Trump International, Dubai)

Greenkeeper of the Year – Under £75 green fee:

Paul Hopkins (Ashburnham GC), Jamie Wade (The Belfry, PGA National Course), Matt Aplin (Goring & Streatley GC), Colin Powrie (Ladybank GC), Jon Wyer (Rockliffe Hall), Ian Brawn (Worsley Park)

Greenkeeper of the Year – Over £75 green fee:

Angus Macleod (The Belfry, The Brabazon Course), Jim McKenzie (Celtic Manor, The 2010 Course), Rob Rowson (Forest of Arden, The Arden Course), Scott Fenwick & Craig Haldane (Gleneagles, Kings Course), Phillip Chiverton (The Grove), Ashley Allpress (Roehampton Club)

Golf Manager of the Year – Overseas:

Francisco de Lancastre David (Abu Dhabi GC), Stephen Hubner (Dubai Creek), Rhys James (Emirates GC), Darren Griffiths (Monte Rei), Phil Waine (formerly Royal GC, Bahrain), Francisco de Lancastre David (Saadiyat Beach GC)

Golf Manager of the Year – Under £75 green fee:

Chris Reeve (The Belfry, PGA National Course), Fraser Liston (Forest of Arden, The Aylesford Course), Matthew Peacock (Forest Pines), Jason Neve (Royal Automobile Club), Ben Stockman (Sandy Lodge GC), Stephen Hindle (Worsley Park)

Golf Manager of the Year – Over £75 green fee:

Chris Reeve (The Belfry, The Brabazon Course), Will Hewitt (formerly Celtic Manor Resort), Ayden Roberts-Jones (The Dukes, St Andrews), Fraser Liston (Forest of Arden, The Arden Course), Gary Silcock (Gleneagles), Brad Gould (The Grove)

Golf Group of the Year:

Almarose Group, Arabella Golf, Dubai Golf, Foxhills Collection, Macdonald Hotels, Marriott Golf.

my59 Service Excellence Award:

Ashburnham GC, Celtic Manor Resort, Colchester GC, Dalmahoy Hotels & CC, Dunscar GC, Ferndown GC, Gog Magog GC, King’s Lynn GC, Langland Bay GC, Macdonald Hotels, Maxstoke Park GC, Old Thorns GC, Orsett GC, Radyr GC, Sherbourne GC, Stoke Park, St Ives (Hunts) GC, The Scandinavian and The Vale Resort.

59club Dazzle in Dubai, assisting UAE clubs to do members & club life best…

Friday July 8, 2016

59club Director, Mark Reed is back from his Tour of the UAE where he has been busy corrupting the teams at Dubai Golf & Yas Links empowering them to convert more member sales and retain more club members.

Training has focused on the exact same ‘59club membership sales procedures’ that assisted one of the largest golf group in the UK increase their membership sales performance by 77% in year 1, and 90% in year 4.

Yas Links is fairly new to 59club after calling on their expertise last year, but the teams wasted no time in getting to grips with the 59club sales and service principals.

Howie Roberts, Yas Links General Manager was quick to acknowledge the positive impact that 59club has had on staff performance and the way he manages his business when it comes to visiting golfers, members and prospective members.

“I am confident that when a golfer visits Yas Links that everything we do has been carefully planned, that the service we offer is guaranteed and that when it comes to our bottom line we are doing well. 59club has assisted us to breakdown the customer journey and scrutinise the minuscule to make a big impact.

Marks training day with the team put the icing on the cake for us, he gave them new focus, ignited the fire in their bellies and has given them new direction and a process that we now need to follow in order to excel. We are already looking forward to Marks return trip as we constantly strive to do better”.

The team at Dubai Golf have worked with 59club to develop their sales performance & service etiquette for the past 5years where both The Emirates Golf Club & Dubai Creek Golf & Yacht Club as a result are witnessing some of the best membership conversion and retention rates that the group has ever seen.  

Chris May, Dubai Golf CEO said “Having Mark deliver the training to the team has given them a heightened perspective of the standards that we expect from our staff and the service that our members and guests deserve.

It’s truly inspirational to see Marks passion and vision for wanting to create the best experience for our members from the very moment they join. The team are literally buzzing and can’t wait to incorporate 59clubs sales and service tactics into ‘club life’.

59club Director Mark Reed added, “When members choose to join these forward thinking clubs, reassuringly they will never be treated like ‘a number’. These clubs work hard to assist members integrate into club life and guarantee to make their life as a member experience the very best”.

Dubai Golf famously collected the ‘Golf Group of the year’ Award at the 2016 ‘59club Sales & Service Awards Ceremony’ famously regarded as the ‘Oscars’ of the golf industry. The Creek was honoured with the ‘Ultimate Golf Members Award’ and The Emirates went on to collect the 59club Gold Flag Award, further demonstrating the groups commitment to providing the best experience for visiting golfers and their members who are lucky enough to call Dubai Golf their club!

59clubs UK ‘Sales, Service and Retention Roadshow’, coming to a club near you, takes place between the 5^th and 8^th of December 2016. The 59club Directors will empower you to convert more member sales & maximise member and visitor revenue. Whilst the infamous American, Gregg Patterson, will excite & entertain as he discusses the BUZZ, the LOVE and the GLOW enlarging and enriching the service experience.

Contact 59club for further information on this must attend event aimed at Owners, Managers, Directors of Golf and all aspiring future managers – come and be enlightened!