Managing major change at The Belfry

Chris Eigelaar is Resort Director at The Belfry Hotel & Resort. He has been in the role since 2020, having previously been General Manager. Home of the world famous Brabazon course, the Warwickshire property is going through a significant upgrade.

What is happening at The Belfry?

The leisure club has just over 3,000 members. There are extensive events and conference facilities and three amazing golf courses, one being the iconic Brabazon. We employ about 800 people. Part of my overall responsibility is overseeing the current development. We’re investing £80 million into building an additional 149 bedrooms, 600-seater conference space and, on a separate site, a leisure club.

It’s about managing the projects plus ensuring the business keeps ticking over and we continue to hit our targets from a guest satisfaction, revenue and, ultimately, client perspective.

What are the challenges of running a largescale business with such work going on?

We started our bedroom refurbishment programme in October last year. We refurbed our main hotel, the bedrooms, our Brabazon Bar corridors in the resort and that was fairly challenging because it was affecting our main hub.

It was all about communication – understanding guest flow and really managing the volume of guests coming in. The project ran from October until March and we’ve got the larger scale project happening – the £80 million investment.

It’s managed by two different contractors, both accessing the resort from two different areas. There is no movement and no crossover in the resort. One thing we said from Day Dot was we want no high-vis jackets walking around the car park for our guests to see. It’s fine if they see on arrival, or departure, but as soon as you’re in the main resort you don’t want to see any high-vis jackets. We’ve been very fortunate that, to date, we’ve had minimal impact from a normal delivery perspective. But it’s entirely up to my management team, and the great communication we have with our clients and with our internal team, to ensure we mitigate as much disruption as we possibly can. It’s not easy. It takes a lot of time and effort, but the real challenge is you need to be consistent in your expectations.

There was that first month of myself, my team, walking around ensuring the contractors understand what we expect and making sure we lay that down as quickly as possible and be consistent in asking the same questions and ensuring they deliver.

How do you embrace the change?

We were very focused on the innovation piece. We were very open to people offering change and accepting change and that’s the journey we took our team on three to six months before this development happened. Throughout, we’ve kept all 800 staff members involved in what is happening, what is coming, having town hall, having briefings, to ensure it’s not just what we do as a leadership group.

It affects everybody in the business and it’s ensuring we listen to them if there are any challenges. You’ll be 30% bigger with the development.

Will that change your position in the market?

Our number one priority is retaining our current clients. We retain 70 per cent of our conference and event business. Before we start understanding our new customer base, it’s about retaining the current and taking them on a journey with us.

We will be able to host larger events – our current large capacity is 280 – so we will be fishing in a different pond because of size and scale. Some of our current corporate partners who have outgrown us, and potentially utilise bigger event spaces, we need to have conversations with them to say, ‘come back to The Belfry’. We are building this for you because you said, ‘we need something bigger’.

The crucial thing for us, from a location perspective, is we know there are opportunities to attract key events in London or Manchester.

It’s not about taking anything away from current venues in the Birmingham and the Midlands area – we are very keen to go and find new business and new events that are not currently visiting the Midlands.

What lessons can you share from the planning process?

We know there are going to be some curveballs, and nothing will go entirely smoothly. It’s an 18-month development programme, which includes six months of refurb as well. It’s two years of a lot of changes happening around the resort. It was all about myself, my management team, being agile and adapting as quickly as we can to any challenges given to us or set by construction or third parties and facing it head on. And then it’s talking about it, sharing frustrations, sharing any challenges with one another, coming together and ensuring we deliver it and improve as a team.

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Engendering customer loyalty

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

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Golf-Club Pfalz Partners with 59club to Elevate the Golf Experience and Service Standards

59club continues to expand its presence in the DACH region and is excited to announce a new partnership with the renowned Golf-Club Pfalz. Known for its stunning landscape and outstanding golfing experience, the club is setting new benchmarks with this collaboration, aiming to further enhance the satisfaction of its members and guests.

At the core of the partnership is the regular analysis of the entire Golf Visitor Experience, combined with tailored training programs for the club’s team. These targeted measures will ensure that Golf-Club Pfalz remains at the forefront of customer service excellence.

Axel Rohr, Vice President of Golf-Club Pfalz, expressed his enthusiasm about the collaboration:

“We are very excited to enter this partnership with 59club to further refine the experience for our members and guests. Through regular evaluations of our services and targeted training for our team, we aim to ensure that Golf-Club Pfalz continues to offer first-class customer service and remains one of the top clubs in the region.”

With the tools and insights provided by 59club, Golf-Club Pfalz will be able to conduct a detailed analysis of its Golf Visitor Experience, maintain high service standards, and uncover new opportunities for development. The goal is to strengthen operational processes while ensuring that all guests and members consistently receive the best possible service.

Neil Lubbock, Director of Golf at Golf-Club Pfalz, added:

“We are proud to create an environment that combines the best of our golf course with top-notch service. With the support of 59club, we can take our service to an entirely new level and further enhance the golfing experience at our club.”

James Jewell, Managing Director of 59club Central & East, commented on the new partnership:

“Golf-Club Pfalz shares our commitment to service excellence, and we are very excited to support them on their journey. We are confident that our partnership will position the club as a leader in customer satisfaction in Southern Germany and beyond.”

As 59club continues its expansion in the DACH region, this partnership highlights the growing demand for outstanding customer service in the golf industry. With a unique combination of tailored guest experience analysis and targeted team training programs, Golf-Club Pfalz is set to strengthen its position as one of Germany’s best golf clubs.

For more information on 59club and its services, click here.

For more information about Golf-Club Pfalz, click here.

Country Manager – 59club Europe South

Position: Country Manager – Spain 

Location: Spain including Balearic & Canary Islands (remote with travel)

Closing Date: NA 

59club 

A Global leader in the provision of service analysis, offering Financial Benchmarking, Mystery Shopper Audits, pioneering Survey and Feedback Software & Staff Training within the Golf, Leisure, Spa, F&B and Hotel Industries.

Market leading software and assessment criteria provides the resources to improve and maintain ‘sales & service’ etiquette, in turn increasing customer satisfaction, revenue & profits in the process. 

59club was established in 2007, with a Head Office based in the UK. We are now operating in Continental Europe, the Middle East, Asia, United States, Canada and Australasia. The EU South is based in the Costa del Sol, Spain.

The Role 

This role is an exciting opportunity for an experienced Manager to join 59club Europe South, supporting and growing a portfolio of partner venues who are looking to develop their business and the processes behind what they do. The Country Manager is the face of our business, a great communicator and educator, confident in the analysis and presentation of data with the ability to proactively source new opportunities and forge lasting relationships. 

Main Duties and Responsibilities 

• Proactively manage relationships, contracts and outcomes with key stakeholders 

• Creation and delivery of bespoke training content to partner venues 

• Seek opportunities to develop the footprint of 59club within primarily within Golf, Spa & Leisure

• Manage a portfolio of existing clients in line with 59club account management protocol 

• Support 59club in the creation of content and product development 

• Ensure the accuracy and timely presentation of monthly venue reports 

• Train, Support and Monitor the work of 59club Testers to ensure delivery of agreed programme 

• Support the effective delivery of 59club events and 59club attendance of industry events 

• Inspire, motivate and engage customers to maximize opportunities for collaboration

• Adhere to 59club account management procedures, CRM protocol and database controls

• Drive brand awareness within the country and wider region through key marketing strategies

Person Specification

The ideal candidate will possess the majority of attributes listed below: 

• A passion for Hospitality and a background working within the industries supported by 59club 

• A working knowledge of the 59club Benchmarking Criteria 

• Excellent communication and presentation skills (both written and verbal) 

• A working knowledge of Resort and Club Operations 

• A track record of delivering KPI’s including financials and business development 

• Experience in the creation and delivery of training programmes 

• Skilled in managing, administering and presenting large quantities of data

• Willingness to travel to meet the needs of the business (including overnight) 

• Driving Licence essential

• The candidate must speak both Spanish and English fluently 

Application Process 

To apply for this role, please complete the short form below attaching a copy of your CV. For any additional questions, please contact Lee Mathew Waggott – General Manager 59club Europe South (lee@59club.com)

    For more information about 59club, please visit www.59clubeurope.com

    Perfect fit as 59club partner with leading sportswear brand Turtleson

    59club the global customer service management specialists have today announced 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 for 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 whilst 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 sets 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 are 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 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 everyday 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

    An Interview With: Salvador Macedo – Ombria Algarve – Staring the journey with 59club

    Located in the heart of the Algarve, just 25 minutes from the beach coast, Ombria Algarve is a unique destination combining hotel, real estate, golf, and leisure.

    Driven by a vision projected by the finnish company Pontos Group, Ombria opened its 18-hole signature golf course in spring 2023, integrated in a resort that offers a blend of traditional Portuguese village charm and modern luxury under with a 5-star hotel under the esteemed Viceroy Hotel brand. We spoke with Salvador Macedo, the Director of Golf at Ombria Algarve, to discuss the impact of partnering with 59club and his vision for the resort’s future.


    Q: Salvador, you have recently started working with 59club this year. Can you tell us how 59club has helped Ombria objectively evaluate the current customer experience and identify areas for improvement?

    A: It was clear for Ombria from the early start that partnering with 59club was essential. We are focused on providing a high-end customer experience, and ensuring we are on the right path across all client touchpoints can be challenging. That’s where 59club excels. The depth of their reporting truly enables us to identify our strengths and pinpoint areas for improvement.


    Q: Ombria Algarve recently opened its doors in 2023 with the golf course. For those who may not have heard of you yet, can you share a little about the property?

    A: Certainly. Ombria is a visionary project that started over 2 decades ago, with the Pontos Group leadership. It’s a unique concept combining several aspects like any resort: a 5-star hotel, premium real estate, a signature golf course, and many leisure facilities. What sets us apart is, firstly, our location in the natural haven located in the heart of the Algarve, yet just 25 minutes from the beach. Secondly, our project recreates a traditional Portuguese village with small streets, local coffee shops, a mini-market, and more, all served with the highest standards of the Viceroy Hotel brand. Lastly, sustainability is vital for us, focusing on energy efficiency and minimal environmental and economic impact. We are one of the first to use geothermal energy, solar energy, and ensure sustainable golf course maintenance and water usage.


    “59club will play a major role in maintaining these high service levels and guiding us to stand shoulder to shoulder with the top golf courses in Europe”


    Q: As Director of Golf at Ombria Algarve, can you share your vision for the club’s growth and how working with 59club contributes to achieving that vision?

    A: We aim to position Ombria Algarve golf course as a premier customer and service experience destination, with a focus on exceptional service and high-level golf course maintenance. 59club will play a major role in maintaining these high service levels and guiding us to stand shoulder to shoulder with the top golf courses in Europe.


    Q: Can you discuss any specific goals or benchmarks you aim to achieve in terms of service quality and member experience at your properties utilizing 59club’s services?

    A: As previously mentioned, we are aiming for top-notch service quality and customer experience. We want to be a reference in areas such as tee time reservation, booking confirmation, arrival procedures, on-course presentation, on-course services, and F&B services.


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

    A: As a team leader, it’s often difficult to find the time to sit down and thoroughly review indicators to identify areas for improvement. The consistency and regularity of 59club’s mystery client visits keep us and the team constantly aware that we need to perform at our best at all times. We can’t afford to become complacent. We have to continually refine our procedures to ensure we deliver the best service to all our clients, and 59club plays a significant role in that.


    Q: 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 Portugal, particularly in the Algarve region?

    A: We are part of a larger region with a successful background in the golf tourism market. The Algarve, and Portugal as a whole, is known for its great facilities and high-quality golf courses. We feel that responsibility. In an ever-changing and more demanding world, great facilities and amazing golf courses can be built anywhere. Our differentiation, as a region, will come from the quality, friendliness, and authenticity of the service we provide. That’s why it’s crucial to ensure the client experience is flawless throughout, and 59club helps us achieve that.


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

    A: It is crucial to know that our standards are being implemented correctly. Managers can’t be present all the time, so constant assessment with clear, objective information is mandatory for better and more consistent performance. It’s also a great tool to recognize and commend the excellent work your team is doing. They are out there every day, and based on my experience, it’s a great motivational asset for the team to feel valued and engaged with the project.


    Preparing to host a major

    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.

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    First Global B2B Customer Experience Insights Magazine has landed

    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 longerin 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.

    An Interview With: Nuno Sepulveda – DETAILS’ journey on redefining luxury leisure & sports

    In the ever-evolving landscape of sports and hospitality management, DETAILS is striving within innovation and excellence. At the helm of this transformative journey is Nuno Sepulveda, Co-CEO of DETAILS, who is steering the company towards unprecedented heights. In this exclusive interview, Nuno shares insights into their partnership with 59club, the strategic vision for their newly acquired properties in Portugal, and the exciting projects that are set to redefine luxury leisure and sports.

    Nuno, you have recently started working with 59club this year, can you tell us how 59club has helped the properties managed by DETAILS objectively evaluate the customer experience and identify areas for improvement?

    Working with 59club has been transformative for DETAILS. They have provided us with precise, actionable insights into the customer experience across the assets we manage. This feedback has allowed us to identify specific areas for improvement, from service delivery to facility maintenance. The data-driven approach of 59club ensures our evaluations are unbiased and thorough, helping us enhance the overall guest experience significantly.

    DETAILS recently took over the management of several properties in Portugal including Dom Pedro facilities, Aroeira & Palmares. For those who may not have heard of you yet, can you share with us a little about DETAILS and your mission?

    DETAILS is an independent sports and hospitality management platform dedicated to elevating the standards of leisure and lifestyle experiences. Our mission is to transform renowned destinations into premier global hotspots by leveraging innovation, sustainability, and excellence in service. By managing properties like the Dom Pedro facilities, Aroeira, and Palmares, we aim to create unparalleled experiences that attract discerning travellers and golf enthusiasts from around the world.

    As Co-Chief Executive Officer, can you share with us an overview of your vision for all clubs’ growth and how working with 59club contributes to achieving that vision?

    Our vision at DETAILS is to position our clubs as the epitome of luxury and excellence in the hospitality and golf sectors. We aim to continually improve our facilities and services to offer exceptional experiences. Collaborating with 59club is crucial to this vision, as their expertise in customer feedback & experiences helps us maintain high standards, ensure consistent quality, and foster a culture of continuous improvement. This partnership supports our goal of becoming leaders in the industry.

    Can you discuss any specific goals or benchmarks you aim to achieve in terms of service quality and member experience at your assets utilizing 59club’s services?

    In my previous role in the luxury development market, I helped establish Costa Navarino in Greece as a first-rate destination with improved performance and enhanced positioning within the market. This is a benchmark I am setting myself to help reproduce some of the successful approaches adopted there.

    The way we work in general as well as the partnership with 59club is all about benchmarking and ensuring that as a business ecosystem we are dedicated to improving every aspect of what we do. We turn up every day focused on improving the way we interact with customers. Initiatives like mystery shopper, satisfaction surveys and our intense internal focus on improving staff training and retention form a key part of our benchmarking strategy.


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

    Ongoing evaluation through 59club’s mystery shopping services is important to us. Regular, unbiased assessments provide a clear picture of our performance, highlighting both strengths and areas for enhancement. This continuous feedback loop allows us to make informed decisions, implement necessary changes promptly, and ensure we consistently deliver and meet our guests’ and members’ expectations.

    The insights and best practices provided by 59club are invaluable. By adopting these strategies, clubs can improve operational efficiency, enhance service quality, and offer superior member experiences.

    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 Portugal?

    The insights and best practices provided by 59club are invaluable. By adopting these strategies, clubs can improve operational efficiency, enhance service quality, and offer superior member experiences. This not only boosts member satisfaction and retention but also elevates the reputation of Portuguese golf clubs on an international stage, attracting more visitors and fostering tourism growth.

    Can you share with us any exciting projects and plans you have coming up at your facilities?

    We have several exciting projects in the pipeline, including the development of a state-of-the-art multi-sport facility and significant upgrades to the existing equestrian centre in Vilamoura. We are so proud of the Old Course – the second oldest in the Algarve – and are currently improving the course, facilities and clubhouse with a series of major updates and improvements. We are doing similar upgrades at the Aroeira Pines Classic course too. Additionally, we are investing in sustainability initiatives to future-proof our facilities and enhance the overall guest experience. These projects are part of our broader strategy to position Vilamoura and our other properties as leading destinations for luxury leisure and sports.

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

    My advice to other golf clubs would be to consider a partnership if they need data to support their strategy. The data provided by guests is the most valuable feedback for a business who wants to grow, improve and achieve excellent standards. 59club’s expertise in customer service, staff training, and performance management is unparalleled. By leveraging their insights and tools, clubs can significantly enhance their operational standards, boost member satisfaction, and achieve sustainable growth. Investing in such a partnership is a strategic move that pays dividends in the long run, ensuring that your club remains competitive and highly regarded in the industry.

    An Interview With: Fernando Padron – La Hacienda Links Enhancing Experiences

    Situated in a privileged position overlooking the Mediterranean and the iconic Rock of Gibraltar with Africa in the distance, the new Links course features one of the best panoramic views in Spanish golf. Originally opened in 1992, the Links course underwent a major upgrade in 2021 transforming it into a modern and sustainable golf course.

    Now with a new hotel managed by Fairmont opening on-site soon, we had the pleasure of speaking with Fernando Padron CCM, the General Manager of Golf at La Hacienda Golf Club, to discuss the impact of partnering with 59club and the future of the club.

    Fernando, since joining La Hacienda in 2023, this is your first time working with 59club. Can you share with us how you have found utilizing the platforms and tools to your and your team’s advantage?

    “I am really impressed with 59club. It’s a very useful tool that measures the entire golf visitor experience. It provides valuable information on staff attitudes, facility quality, and sales results. The comprehensive golf experience, including booking information, tee time reservations, the arrival process, locker rooms, retail experience, practice areas, and the F&B experience, is analyzed in detail by 59club. The most important aspect is that the staff understands their duties much better after reviewing the scores and identifying areas for improvement”

    As General Manager of Golf at La Hacienda, can you share with us your vision for the club’s growth and how working with 59club contributes to achieving that vision?

    “La Hacienda has invested significantly to enhance the quality of both courses, the Club House, driving range, Proshop, and locker rooms to provide an unforgettable golf experience. We continuously monitor our processes to achieve our goals, and 59club plays a crucial role in this. We are deeply concerned about every player’s experience, so we track every part of that experience, and 59club provides all the tools we need to do so”

    You are currently in the process of building a new hotel on site. Can you share with us a little about the project and what will be on offer?

    “We are very excited about the opening of the new hotel, which will be managed by Fairmont. We are confident that the hotel will be a fantastic complement to the golf resort, sharing a similar target market. The Fairmont hotel will be a benchmark in Sotogrande and across the Costa del Sol. In addition to rooms with stunning views over the Mediterranean Sea, the hotel will feature fine dining restaurants, a modern spa, and luxury villas, many of which will be managed by Fairmont”

    Can you discuss any specific goals or benchmarks you aim to achieve in terms of service quality and member experience at your properties utilizing 59club’s services?

    “We strongly believe that small details make a big difference. We focus on staff attitude and how they treat clients which we have seem makes a positive difference impact & difference in terms of upselling at the Proshop”

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

    “After receiving each 59club report, we organize a meeting to review the results and discuss what can be done to improve scores. With every meeting, I see the staff becoming more involved and motivated, which is crucial for developing our culture of continuous improvement in the golf experience”

    “59club is an excellent tool that helps all staff members improve and achieve our goals. It’s absolutely necessary, as it allows us to compare with other 59club partners and understand our position”

    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?

    “I am certain that 59club is an excellent tool that helps all staff members improve and achieve our goals. It’s absolutely necessary, as it allows us to compare with other 59club partners and understand our position. At the end of the year, clubs can are awarded 59club flags which we are delighted to be a part of”

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

    “I would simply say, “What is not measured is of no use.” 59club provides the essential tools to measure your daily experiences at the Club and is something which other venues should adopt”

    Das Achental enters into partnership with 59club to optimise golf experience and service standards

    Building on the momentum of its recent expansion into the DACH region, 59club is delighted to announce its second prestigious partnership with Das Achental, one of Germany’s finest golf courses. This collaboration signals an ongoing commitment to excellence in customer service within the region’s golf industry.

    Das Achental, renowned for its stunning natural setting and first-class facilities, has decided to work with 59club to further refine its high quality standards and enhance the overall golfing experience for its members and guests.

    Simon Hangel, Golf & Leisure Manager at Das Achental, expressed his enthusiasm for the new partnership:

    “Das Achental is looking forward to the joint partnership with the renowned 59club to further advance the high quality standards on our golf course Das Achental and to optimise the golfing experience for our guests. We have been looking for a long time to take our golf course to the next level and integrate feedback more efficiently into our daily work. In 59club, we have found a partner who lives service excellence just as much as we do.”

    The partnership will enable 59club to conduct its renowned satisfaction surveys aimed at gathering detailed feedback from members and guests about their experience. These surveys will provide valuable insights into customer satisfaction, allowing Das Achental to measure its performance against local, regional and global standards and identify areas for improvement.

    James Jewell, Director of 59club Central & East, commented on the new partnership:

    “We are delighted to welcome Das Achental to the 59club family. They join a prestigious group of golf facilities worldwide that are committed to achieving the highest standards in customer service and operational excellence. We look forward to working closely with Simon, Tobias and the team at Das Achental to push the boundaries of what can be achieved in the DACH region.”

    As 59club continues to expand its presence in the DACH region, the success of its partnerships with world-class clubs such as Das Achental and Golf Club St. Leon-Rot demonstrates the growing demand for superior customer service and operational efficiency standards within the golf industry. The proven impact of 59club’s services, including significant improvements in customer satisfaction, emphasises the value of this collaboration.

    For more information about 59club and its services, visit www.59club.com

    About Das Achental:

    Achental is a first-class golf, hotel and spa resort in the heart of Chiemgau in Bavaria. The resort is renowned for its stunning 18-hole championship golf course, which is seamlessly integrated into the natural landscape and offers golfers of all abilities a challenging yet enjoyable experience. In addition to its world-class golf facilities, Das Achental offers luxurious accommodation, fine dining and a state-of-the-art wellness centre, making it a top destination for relaxation and recreation. With a commitment to excellence and a passion for hospitality, Das Achental endeavours to provide an unforgettable experience for all its guests.

    About 59club:

    59club was founded 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 hospitality industries with ten territorial divisions around the world: UK & Ireland (Head Office), Asia, USA, Canada, Middle East & Africa (MEA), Western Europe, Southern Europe, Scandinavia, Central & Eastern Europe, Australia and New Zealand.

    The company’s premise is to raise service standards to a new level in a number of industries through the collection of primary data – mystery shopping, customer satisfaction surveys and business metrics – and the implementation of strategic training and development solutions.

    59club’s ultimate goal is to improve the customer experience and revenue performance of its clients by optimising their approach to customer service and sales. By identifying where the strengths and weaknesses lie through analysing raw consumer data, 59club can help establishments implement sustainable change for the benefit of their members, guests, staff and revenue.

    For further information please contact James Jewell, 59club Europe Central & East james.jewell@59club.com

    59club Europe West & North Africa – New Leadership 

    59club, the leading provider of customer experience benchmarking and improvement solutions for the golf, leisure, retail, and hospitality industries, is excited to announce the appointment of Maxence Boireau as its new Managing Partner for 59club Europe West & North Africa overseeing operations in France, Belgium, Luxembourg, the Netherlands, Switzerland, Tunisia, and Morocco. In the golf industry for the past decade, Maxence brings a wealth of expertise and passion to 59club and is committed to continuing the company’s legacy of providing exceptional service to its clients. 

    Colin Bosio and Maxence Boireau (from left to right)

    “I’m thrilled to join 59club at such a pivotal time,” shared Maxence. “59club has a long-standing reputation for helping businesses across golf and hospitality deliver exceptional customer experiences. I am dedicated to building on this legacy. With a deep passion for both golf and hospitality after a decade in these industries working for well-recognized brands like Le Golf National or Golfbreaks, I believe 59club possesses the tools and expertise to empower businesses of all sizes to achieve their customer experience goals. I am excited to join 59club as they enter this exciting phase of growth! The introduction of new services and ongoing updates to their industry-leading tools make this a perfect time to be on board.” 

    Under Maxence’s leadership, 59club will continue to focus on providing golf courses, hotels, restaurants, spas and gyms with the data, objective analysis, and insights they need to make informed decisions about their customer experience programs with the help of Mystery Shopping, Satisfaction Surveys, and Training & Education. The company will also be expanding its product offerings to include innovative solutions that will help golf courses attract and retain more customers. 

    “We are confident that Max is the right person to lead 59club Europe West & North Africa into the future,” said Simon Wordsworth, founder of 59club. “He has a deep understanding of the golf and hospitality industry, and a proven track record of success. We are excited to see what he will accomplish in the years to come.” 

    Contact us : maxence@59club.com or colin@59club.com


    About 59club

    With a presence in over 20 countries and serving nearly 1,000 businesses in the golf, restaurant, retail, spas, and hospitality industries, 59club is the world leader in comparative analysis and customer experience improvement. The company provides performance management solutions and leverages the collection of objective and subjective data to enhance the business performance and customer experience of its partners. 59club helps them identify their strengths and areas for improvement to deliver an exceptional customer experience. 

    Partnering with a prestigious portfolio of properties across Europe and North Africa, including Le Golf National, Terre Blanche, Le Touquet Golf Resort, Golf de Chantilly, The Dutch, or Royal Palm Marrakech for example.

    59club is the ultimate choice for owners, managers, or site managers who want to stand out from the competition and build customer loyalty while boosting their turnover and profitability. 

    New Venue Announcement – Castro Marim Golfe & Country Club

    59club Europe South are delighted to welcome Castro Marim Golfe & Country Club as their latest partner venue.



    Castro Marim provides a fantastic 27-hole golf course designed by English golf architect Terry Murray. The resort boasts 61 beautifully decorated, large semi-detached villas located in ‘The Village’ each with a breath-taking view on the the Atlantic Ocean.

    The property is just 10 minutes from award-winning sandy beaches, making it an ideal getaway for the entire family offering year-round sunshine, exceptional villas, fine dining, and top-notch amenities.

    We asked Henrique Guilherme, Director of Sales, why they have chosen to partner with 59club Europe South:

    “We joined 59club with a view to achieving better performance, both in terms of better customer satisfaction and in terms of results with better market positioning. We believe that 59club, through its industry know-how, can be a great asset to Castro Marim Golfe & Country Club by helping us to improve and perfecting customer service and differentiating ourselves from our main competitors”.

    Castro Marim will benefit from industry leading experience data from across the entire customer journey throughout 2024, we are excited start this journey and support the team

    #Measure #Train #Support

    New Venue Announcement – Emporda Golf Resort

    59club Europe South is delighted to announce Empordà Golf Resort as its newest partner venue.


    Emporda Golf Resort is nestled in the heart of Catalonia’s breathtaking landscape and boasts two championship golf courses, designed by Robert von Hagge and Rick Baril, as well as a newly renovated 4* star hotel, Hotel Terraverda.

    We asked Ginevra Perotti, Golf Manager, why the club has chosen to partner with 59club Europe South “We are excited to start working with 59club as one of our key goals is to now focus on the delivery of quality service & service excellence. We are looking forward to utilizing 59club tools & insights to help support and achieve these goals”.

    59club Europe South will provide Emporda bespoke industry leading data to maximize performance management as well as unique customer journey benchmarking data. We look forward to working with all of the team throughout the season and beyond📊

    #Measure #Train #Support #EmporadaGolfResort

    Golf Club St. Leon-Rot find perfect partner in 59club to ensure the best possible customer service

    Within days of opening a dedicated 59club office in Germany, the iconic Golf Club St. Leon-Rot located on the Southwest of the Country, has become the first German club to partner with the leading customer service specialists – signaling that demand across the DACH region for 59club’s global insights, management tools & training services will be high.

    Golf Club St. Leon-Rot was famously founded on one man’s vision of wanting to create a unique golfer’s paradise of world-class golf courses, club houses and practice facilities. That ethos quickly attracted some of the industry’s highest profile golf tournaments, and also saw the academy turn out Major Champions in Bernhard Langer and Martin Kaymer.

    That same passion and desire to compete at the very highest level was the driving force that led current General Manager, Moritz Lampert, to select the perfect partner in 59club to support the club’s ambitions of achieving customer service ‘excellence’.

    Of the partnership, Lampert, said;

    We are delighted to be the first German golf club to join the internationally renowned 59club. With 59club’s industry-leading management tools, we hope to measure and collect high-quality data in order to optimise our business processes with the aim of offering our members and guests the best possible service.”

    Moritz Lampert, General Manager, Golf Club St. Leon-Rot

    The affiliation will see 59club deliver a diligent program of mystery shopper audits that measure all areas of the customer experience & sales performance – spanning the reservation, arrival, locker-rooms, retail enquiry, practice facilities, on-course services, golf course presentation & amenities including the food & beverage experience & upselling skills – providing comprehensive insights, and also drawing monthly performance comparisons to the regions local community, the global industry average and the best performing properties world-wide. 

    Affiliate properties also benefit from 59club’s customer satisfaction surveys, and their renowned training services, globally credited for developing some of the finest people, processes, and performance within the world of Golf Club Management. 

    Newly affiliated clubs are reported to have achieved a 112% increase in sales performance & upselling alone, with one property remarkedly enjoying an uplift of 200% after combining mystery shopping with 59club training services. 

    With data like this, it’s only a matter of time before more clubs in the region enlist 59clubs support, wanting to reap the benefits of improved customer service standards and elevated sales performance. 

    James Jewell, Director of 59club Central & East said “I am delighted to welcome our first partner in Golf Club St. Leon-Rot, they join other celebrated properties from around the globe which include The Belfry, Emirates Golf Club and TPC Sawgrass to name a few, and hundreds others who regard 59club as the best in business when it comes to our transformative approach to customer service standards and club profitability. 

    “I look forward to working with Moritz and the team, and the wider golf club community as we push the boundaries of how customer service is perceived and delivered in the DACH region and across our neighboring countries”. 

    German & DACH Clubs to enjoy uplift in Customer Service as 59club opens its doors

    Following a bout of recent openings across continental Europe, 59club; the industry’s leading Customer Service Analysts and Training Provider, has today announced its latest division will serve Central & Eastern Europe, with a dedicated local office based in Germany.  

    Under the expert guise of James Jewell – newly appointed Director of 59club Central & East- the local club community will reap the benefits of improved customer service standards and elevated sales performance, as other 59club regions have enjoyed before them, some for as many as 13 years.  

    With a wealth of customer service management resources; including, Mystery Shopper Audits, Satisfaction Surveys and Employee Training Programs; 59club are delighted to announce that they have made a number of *Free Trials available for eager club managers in the region to experience their customer service tools firsthand.  

    On opening, Jewell said,

    “I am very excited to begin supporting the golf industry here in Germany, and across our neighboring countries. Calling on 59club’s expertise and personal industry experience, my hope is that through excellent communication and unwavering support, 59club will transform the customer service standards and overall club profitability within the DACH region initially before looking further East towards the Czech Republic, Hungary, Slovenia, Slovakia, and Poland”. 

    Jewell is no stranger to the plight a club manager takes, following subsequent positions held at IMG and Leadbetter Golf Academies, culminating in his role as COO of Golfzon Leadbetter, and, as a former manager at a ‘59club Ultimate Gold Flag’ bearing Resort [Stoke Park, UK], he also appreciates the complexities and nuances that contribute to managing a world-class venue, delivering excellent customer service standards to match.   

    Welcoming Jewell to the growing family, 59club CEO Simon Wordsworth said; “James is absolutely the right Manager to introduce 59club for us, he is passionate, eager to help and dedicated to supporting the growth of customer service standards in the region. Any Club Manager who engages with James, is very lucky to have that knowledge and experience on tap, he’s already off to a flying start, as he prepares to welcome his first clients later this month”.   

    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 james.jewell@59club.com to sign up for a demo and to unlock their *FREE trial.  


    Headquartered in the UK; 59club supports 10 regional divisions operating across the USA, Canada, UK, Europe South, Europe West, Nordic, Asia, Middle East & Africa, Australia & New Zealand; with Central & Eastern Europe now open for business.  59club works with hundreds of golf clubs, resorts & management groups around the world, from high-profile properties such as The Belfry, TPC Sawgrass, and European Tour Destinations, to smaller lesser-known venues, all who share the same emphasis and commitment to achieve customer service excellence under 59clubs expert guise & direction.  

    59club Europe celebrate success at inaugural Service Excellence Awards

    59club Europe has recognised the very best Venues, Teams, and Individuals for their dedication to customer service excellence, in a lavish awards event hosted at Camiral Golf & Wellness in Spain on March 14th, 2024, with many of the leading Resorts and Clubs from across Europe attending, all with the aspiration of claiming a prestigious service excellence award.  

    59club’s industry accolades are determined by scores collected from their impartial mystery shopping audits, which evaluates the experience afforded to patrons all in accordance with 59club’s objective benchmarking criteria. 

    On the evening 15 awards were presented to the Individuals, Managers and Teams responsible for delivering the very best one-off experience across the three divisions serving 59club Europe (namely, Nordic, West & South).  

    A further 5 main award titles collectively recognised 59club Europe’s finest Customer Service Providers for maintaining elite levels of service excellence throughout 2023, before the presentation of 59club’s iconic Flag designations took centre stage.  

    Lee Mathew Waggott, General Manager of 59club Europe South, commented;  

    “It has been an honour to recognise the dedication, passion, and hard work demonstrated by our leading individuals and teams throughout the year. Being nominated for an award is a remarkable achievement; all winners should take immense pride in their accomplishments.  

    “We are thrilled to have hosted such a fantastic event at the beautiful Camiral Golf & Wellness, and its credit to our long-standing Signature Partners – Club Car & Golf Genius that we were able to host our European Service Excellence Awards on Spanish soil for the first time. I’d also like to thank Asbri, Albatross & Tagmarshal who also supported this year’s event, it’s the first of many to come, as we eagerly anticipate hosting the next edition in 2025.” 

    In the main European arena, Finca Cortesin emerged as the big winner, securing accolades for both Golf Operations Team of the Year and Golf Manager of the Year, claimed by Rocio Sanchez. Notably, this marked the second consecutive year that Finca Cortesin has triumphed in these categories. 

    Staying with the main European titles, Golf de Servanes saw Jean Badea named European Food & Beverage Manager of the Year, with Lionel Gardes-Bus from Golf de Terre Blanche awarded European Retail Manager of the Year. 

    Finally, Borja Azpilicueta from Club de Golf Alcanada in Mallorca joined the European winners when he was crowned 59club’s European Greenkeeper of the Year.  

    The evening also celebrated regional individual moments of service excellence across the customer journey, with winners recognized in various categories. 

    Shining a light on 59club Nordic, The Scandinavian enjoyed their share of the celebrations having bagged two regional awards after being named Nordic’s Leading Individual Golf Operations Team & Leading Individual Golf Experience.   

    Esbjerg Golfklub was victorious for delivering Nordic’s Leading Individual Golf Course Presentation, with Aalborg Golf Klub claiming Nordic’s Leading Individual Retail Experience award, and finally Estonian Golf & Country Club won Nordic’s Leading Individual Food & Beverage Experience award. 

    Heading over the border, the properties within Europe West’s region were next to celebrate with Golf de Terre Blanche enjoying a double helping of crystalware having been crowned Europe West’s Leading Individual Golf Operations Team & Leading Individual Golf Experience.  

    Staying with Europe West, their Individual Food & Beverage Experience award was presented to Golf du Grand Avignon. The Leading Individual Golf Course Presentation accolade went to Golf d’Arcachon and two winners shared the title to been named Europe West’s Leading Individual Retail Experience, they were Golf de Lyon Salvagny & Golf de Servanes.  

    Finally, Europe South enjoyed their time in the spotlight, and celebrated another double winner, after Antalya Golf Club was awarded Europe South’s Leading Individual Food & Beverage Experience & Leading Individual Golf Operations Team.    

    Club de Golf Alcanada celebrated being named Europe South’s Leading Individual Golf Course Presentation, and the region’s Leading Individual Golf Experience was presented to Finca Cortesin. Excitement grew when Europe South welcomed joint winners in our host venue Camiral Golf & Wellness & Quinta do Lago who share the regions Leading Individual Retail Experience award.   

    The ceremony culminated with the presentation of 59club’s Gold, Silver & Bronze Flag Designations – The ultimate recognition for clubs & resorts who strive to deliver the best facilities and service offering to their Members and Guests. The full list of winners can be found below:

    59CLUB EUROPE ‘SERVICE EXCELLENCE’ AWARD WINNERS (in alphabetical order):  

    Food & Beverage Manager of the Year:  Jean BADEA (Golf de Servanes) 

    Retail Manager of the Year:  Lionel GARDES-BUS (Terre Blanche) 

    Greenkeeper of the Year:  Borja AZPILICUETA (Club de Golf Alcanada) 

    Golf Operations Team of the Year:  Finca Cortesin 

    Golf Manager of the Year:  Rocio SANCHEZ (Finca Cortesin) 

    59club Leading Individual Experience Award – Regional Winners (in alphabetical order):  

    Europe South – Leading Individual Food & Beverage Experience:   

    Antalya Golf Club 

    Europe South – Leading Individual Retail Experience:   

    Camiral Golf & Wellness & Quinta do Lago 

    Europe South – Leading Individual Golf Course Presentation:   

    Club de Golf Alcanada 

    Europe South – Leading Individual Golf Operations Team:   

    Antalya Golf Club 

    Europe South – Leading Individual Golf Experience:   

    Finca Cortesin 

    Europe West – Leading Individual Food & Beverage Experience:   

    Golf du Grand Avignon 

    Europe West – Leading Individual Retail Experience:   

    Golf de Lyon Salvagny & Golf de Servanes 

    Europe West – Leading Individual Golf Course Presentation:   

    Golf d’Arcachon  

    Europe West – Leading Individual Golf Operations Team:   

    Terre Blanche 

    Europe West – Leading Individual Golf Experience:   

    Terre Blanche 

    Europe Nordic – Leading Individual Food & Beverage Experience:   

    Estonian Golf & Country Club 

    Europe Nordic – Leading Individual Retail Experience:   

    Aalborg Golf Klub  

    Europe Nordic – Leading Individual Golf Course Presentation:   

    Esbjerg Golfklub   

    Europe Nordic – Leading Individual Golf Operations Team:   

    The Scandinavian 

    Europe Nordic – Leading Individual Golf Experience:   

    The Scandinavian   

    59CLUB EUROPE FLAG DESIGNATIONS 

    (in alphabetical order):  

    BRONZE FLAG DESINATION : Aalborg Golf Klub, Argentario Golf & Wellness Resort, Københavns Golf Klub, Golf du Touquet, Golf d’Hardelot, Golf de Seignosse, Golf d’Opio Valbonne, Golf de Servanes, Golf de Roquebrune, Pula Golf Resort, Son Quint & Son Vida. 

    SILVER FLAG DESINATION: Aphrodite Hills, Esbjerg Golfklub, Golf de Andratx, INFINITUM, La Hacienda, Le Golf National & Pickala Golf. 

    GOLD FLAG DESINATION: Camiral Golf & Wellness, Club de Golf Alcanada, Costa Navarino, Finca Cortesin, Golf de Terre Blanche, Quinta do Lago, Royal Park I Roveri &  Son Muntaner. 

    New Venue Announcement – Details – Hospitality, Sports, Leisure

    59club Europe South are thrilled to announce Details – Hospitality, Sports, Leisure as their latest partner which includes working with the following venues: Palmares Ocean Living & Golf located in the Algarve, Dom Pedro Hotels & Golf Collection in Vilamoura and Aroeira Golf Courses in the Lisbon region.

    Totaling 8 golf courses, Details will receive a wealth of experience data from across their facilities allowing for incredible experience insights, unique customer journey measurement tools, employee training, and tailored benchmarking vehicles.

    We asked Nuno Sepúlveda, Co-CEO of Details – Hospitality, Sports, Leisure why Details have partnered with 59club Europe South

    “This collaboration is a significant step in enhancing customer satisfaction at our prestigious golf courses in Vilamoura, Palmares, and Aroeira. By using 59club’s advanced data analysis and comparison tools, our goal is to refine operational standards, elevate staff performance, and solidify our reputation as leaders in golf course management. This strategic alliance perfectly aligns with our commitment to excellence, promising an even higher standard of service for our valued customers.”

    New Venue Announcement – Real Club Sevilla Golf

    59club Europe South is excited to announce Real Club Sevilla Golf as its newest partner venue.

    Real Club Sevilla Golf, nestled in the scenic beauty of Seville, offers a premier golfing experience on its exquisite 18-hole championship course designed by José María Olazábal which is consistently ranked as one of the best courses in Spain. With lush fairways, top-notch facilities, and a history of hosting major international events such as the Andalusia Open, 3x Spanish Opens & the WGC-World Cup, the club seamlessly blends tradition and sophistication. Whether you’re a seasoned golfer or seeking refined leisure, Real Club Sevilla Golf promises an unforgettable blend of elegance and sporting excellence.

    We asked Gonzalo Goy Gallardo, Operations Manager, why he has made the decision to join us at 59 Club Europe South – “Having external data from an expert company in our industry was key for us in order to maintain our levels of excellence. I believe it is something that can help us all in our day-to-day basis and we are excited about starting this journey”.

    New Venue Announcement – Aravell Golf & Country Club

    59club Europe South are delighted to announce its latest partner venue, Aravell Golf & Country Club.


    Nestled in the picturesque Pyrenees mountains near the Andorran-Spanish border – Aravell Golf & Country Club combines all the touristic attractiveness to create a golf destination where golfers will find a varied range of golf courses and a wide selection of Andorran hotels. Whether you’re into skiing, cycling, shopping, or golf, Avarell Golf promises fantastic year-round activities.

    Through the partnership with 59club Europe South, Aravell secures access to a wealth of customer experience data spanning its exceptional 18-hole golf course & collaboration yields invaluable insights into the overall journey of patrons, enabling the team to consistently elevate the customer experience and innovate to create unforgettable moments.

    59club Europe unveil finalists for 2024 Service Excellence Awards

    The nominees for 59club’s European Service Excellence Awards have today been announced, with many of the Leading Golf & Hospitality Properties across Europe making the shortlist. The winners will be unveiled during the prestigious awards ceremony, at Camiral Golf & Wellness Resort on Thursday 14th March 2024 – the first ceremony of its kind to be hosted on European soil.

    59club’s prestigious accolades honour outstanding Venues, Teams, and Individuals in the global golf & hospitality industry consistently delivering exceptional customer experiences for members and guests.

    The selection process remains unbiased, relying on scores attained through an in-depth and objective mystery shopping program. This program meticulously evaluates the experiences provided to members, visitors, and potential members across Golf, Greenkeeping, Retail, and F&B operations.

    This year sees several of the finest Golf Resorts & Member Clubs in Europe securing multiple nominations. Notably, renowned Portuguese resort Quinta do Lago and Italy’s northern gem Royal Park I Roveri, lead the pack with eight & seven nomination respectively. Joining the elite group are Camiral Golf & Wellness, voted the #1 golf resort in Spain, along with 2023 Solheim Cup host & winner of Golf Manager & Golf Operations team of the year at last year’s event, Finca Cortesin. Additionally, Club de Golf Alcanada, the host of the Challenge Tour Final and Københavns Golf Club, the oldest golf club in Scandinavia, who celebrated 125 years of service in 2023, all boast several nominations across various service excellence award categories.

    Golf de Servanes, located just a few minutes from Saint-Rémy-de-Provence, is in the running for an impressive 5 awards. Since it began working with 59club in 2021, the positive development of its course and customer service are clearly paying off.

    The nominations list also includes the likes of: Aalborg Golf Klub, Esbjerg Golfklub, Golf de Roquebrune, Golf de Sainte Baume, Golf de Seignosse, Terre Blanche, Golf des Yvelines, Golf D’Opio Valbonne, Golf du Touquet, Infinitum and Pickala Golf, all contending for service excellence awards.

    Additionally, this year’s Ceremony will showcase the best individual moments of service across the customer journey. These awards are highlighted in each region: Europe South, West & Nordic.

    The glittering award ceremony, which is supported by 59club’s Industry Partners – Club Car and Golf Genius will conclude with the presentation of the 59club Bronze, Silver and Gold Flag awards to the Resorts and Members’ Clubs which have demonstrated distinction against criteria for both customer service delivery and the quality of their facilities.

    Looking ahead to the first ceremony to be held on the European mainland, founder of 59club, Simon Wordsworth expressed his excitement, stating:

    We are delighted to finally be offering a European version of our Service Excellence Awards. Europe hosts a plethora of fantastic venues that span all corners of the golf industry from resort to private member’s club, and our mystery shopping over the last year has measured their successes. It is only right that those high-performing venues are given their moment in the limelight at our awards ceremony. We feel privileged to be able to share in their success and look forward to supporting them further to achieve their goals in the future.

    Simon Wordsworth, CEO of 59club

    *For the full list of nominations, see below.

     

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

    Food & Beverage Manager of the Year:  

    Attilio GIRELLO (Royal Park I Roveri); Charles DE BRUYNE (Golf du Touquet); Christophe RONDELE (Golf de Seignosse); Hugo OLIVEIRA (Golf de Roquebrune); Jan NIELSEN (Esbjerg Golfklub); Jean BADEA (Golf de Servanes); Lionel GARDES-BUS (Terre Blanche); Savaş NUHOĞLU (Antalya Golf Club); Vicky FARRIOL (Infinitum)

    Retail Manager of the Year: 

    Anne-Mette BENDIX MAJGAARD (Københavns Golf Klub); Carla BICA (Quinta do Lago); Hugo OLIVEIRA (Golf de Roquebrune); Jean BADEA (Golf de Servanes); Lionel GARDES-BUS (Terre Blanche); Richard STANISLAS (Golf de Sainte Baume); Teresa MOLL (Club de Golf Alcanada)

    Greenkeeper of the Year: 

    Alfredo ÁLVAREZ (Camiral Golf & Wellness); Borja AZPILICUETA (Club de Golf Alcanada); Daniel Lüttger (Golf Club St. Leon-Rot); Guillaume VERNEY-CARRON (Golf d’Opio Valbonne); Ignacio SOTO (Finca Cortesin); Markus SUOJOKI (Pickala Golf); Morten TERKELSEN (Esbjerg Golfklub); Philippe PILATO (Le Golf National); Scott McLean (Quinta do Lago); Victor Wood ESCUTIA (Marco Simone)

    Golf Operations Team of the Year:  

    Club de Golf Alcanada; Camiral Golf & Wellness; Finca Cortesin; Golf de Roquebrune; Københavns Golf Klub; Quinta do Lago; Royal Park I Roveri; Terre Blanche

    Golf Manager of the Year:  

    Brian EVANS (Quinta do Lago); Christian Tage NYVANG HANSEN (Københavns Golf Klub); Flavio PAPA (Camiral Golf & Wellness); Hugo OLIVEIRA (Golf de Roquebrune); Kristoff BOTH (Club de Golf Alcanada); Lionel GARDES-BUS (Terre Blanche); Marco AQUILINO (Royal Park I Roveri); Rocio SANCHEZ (Finca Cortesin)


    59CLUB EUROPE ‘SERVICE EXCELLENCE’ AWARD NOMINATIONS – Leading Individual Experience (in alphabetical order): 

    Europe South – Leading Individual Food & Beverage Experience:  

    Antalya Golf Club; Aphrodite Hills; Quinta do Lago; Royal Park I Roveri; Son Muntaner – Arabella Golf

    Europe South – Leading Individual Retail Experience:  

    Camiral Golf & Wellness; Costa Navarino; La Hacienda; Quinta do Lago; Son Muntaner – Arabella Golf

    Europe South – Leading Individual Golf Course Presentation:  

    Club de Golf Alcanada; Costa Navarino; Marco Simone; Royal Park I Roveri; Son Muntaner – Arabella Golf

    Europe South – Leading Individual Golf Operations Team:  

    Antalya Golf Club; Camiral Golf & Wellness; Finca Cortesin; Quinta do Lago; Royal Park I Roveri

    Europe South – Leading Individual Golf Visit Experience:  

    Antalya Golf Club; Camiral Golf & Wellness; Finca Cortesin; Quinta do Lago; Royal Park I Roveri


    Europe West – Leading Individual Food & Beverage Experience:  

    Golf de Oued Fès; Golf de Servanes; Golf du Grand Avignon; Golf du Médoc; Royal Golf de Fès

    Europe West – Leading Individual Retail Experience:  

    Golf de Lyon Salvagny; Golf de Marseille la Salette; Golf de Servanes; Golf du Médoc; Golf d’Ormesson

    Europe West – Leading Individual Golf Course Presentation:  

    Golf d’Arcachon; Golf d’Ormesson; Golf de AA Saint Omer; Golf de Paris Val d’Europe; Golf National Aigle

    Europe West – Leading Individual Golf Operations Team:  

    Golf de Lyon Salvagny; Golf de Roquebrune; Golf de Sainte Baume; Golf National Albatros; Terre Blanche

    Europe West – Leading Individual Golf Visit Experience:  

    Golf d’Hardelot; Golf de Lyon Salvagny; Golf de Servanes; Golf du Médoc; Terre Blanche


    Europe Nordic – Leading Individual Food & Beverage Experience:  

    Esbjerg Golfklub; Estonian Golf & Country Club; Linna Golf; Pickala Golf; The Scandinavian

    Europe Nordic – Leading Individual Retail Experience:  

    Aalborg Golf Klub; Esbjerg Golfklub; Københavns Golf Klub; Linna Golf; The Scandinavian

    Europe Nordic – Leading Individual Golf Course Presentation:  

    Aalborg Golf Klub; Esbjerg Golfklub; Kytäjä Golf; Pickala Golf; The Scandinavian

    Europe Nordic – Leading Individual Golf Operations Team:  

    Esbjerg Golfklub; Estonian Golf & Country Club; Københavns Golf Klub; Linna Golf; The Scandinavian

    Europe Nordic – Leading Individual Golf Visit Experience:  

    Esbjerg Golfklub; Københavns Golf Klub; Linna Golf; Pickala Golf; The Scandinavian

    New Venue Announcement – Valle Romano Golf & Resort

    59club Europe South is thrilled to announce its newest partner venue located on stunning Costa del Sol, Valle Romano Golf & Resort – three-time host of the European Tour, the 2nd Stage Qualifying School in 2011, and two Challenge Tours in 2018 and 2019.

    Spread across 122 hectares in the area of Estepona, the course was designed by Cabell B Robinson and offers breathtaking views of Estepona, the Alboran Sea and Northern Africa. The resort includes an 18-hole layout that provides an exciting test of golf with elevated tee boxes, fairways and greens as well as unique dining experiences at Columela restaurant.

    We asked, Ildefonso Esquivel, Director of Valle Romano Golf why he made the decision to partner with 59club Europe South:

    “Our vocation and priority at Valle Romano Golf is to enhance the customer experience through the training of our teams. In this regard, we want to continue improving and differentiate ourselves from our competitors through our service and customer attention. Therefore, we believe it is the right time to partner with 59club to leverage their expertise in customer service excellence within the golf industry. We are eager to apply their tools and know-how within our club to enhance our service standards.”

    59club Europe’s Annual Service Excellence Awards

    59club Europe’s Annual Service Excellence Awards Event comes to Camiral Golf & Wellness, Girona, Spain on 14 & 15 March 2024.  

    The Service Excellence Awards will see business leaders and their teams come together from across Europe, as 59club continue to recognise the leading individuals, teams, and properties for their outstanding achievements realised within 59club’s independent mystery shopper program during 2023.  

    The event promises to deliver networking opportunities both on and off the golf course; all centred around the prestigious Annual Service Excellence Awards Ceremony.  

    Widely regarded as the industry ‘Oscars’ amongst the Golf & Hospitality community, the 2024 Awards Ceremony will be hosted on European soil for the first time, recognising the significant growth experienced following 59club’s expansion, with the addition of four local divisions – Europe South, Europe West, Central & North Europe and the Nordic region – in recent years.  

    As well as crowning the finest European Managers of the year, spanning Golf Operations, Food & Beverage, Golf Retail, and Greenkeeping, plus a number of regional ‘best of’ awards realised for individual experiences; the highlight of the evening will see 59club’s renowned industry benchmark – the Bronze, Silver and Gold Flag Designations – presented to the European Properties that not only achieve the required standard of service as part of 59club’s mystery shopping program, but also provide excellent facilities for customers to enjoy.  

    And to round off the celebrations, 59club will host its annual Golf Day at Camiral the following day, as members of the 59club community bask in the Spanish climate while enjoying the delights synonymous with Spain’s No.1 Resort. 

    In addition to 59club’s European Awards Event, the global Customer Service Management Specialists, will host six additional ceremonies during 2024 – starting in the UK in February, before heading off to Europe, the MEA, Asia, USA, Canada and finally finishing in Australia – as 59club continue uniting the world of golf & hospitality around their commitment to deliver customer service excellence.  

    Tickets for the European Awards Event are available now

    Onsite accommodation available

    We have secured a limited number of rooms at the Camiral Resort and are pleased to pass on preferential rates to guests of our awards ceremony. 

    Hotel Camiral

    €175 Inc. IVA. B&B, single occupancy  

    €195 Inc. IVA. B&B, double occupancy

    For further information about this event, visit the dedicated event page here, or speak to your local 59club representative.

    We look forward to welcoming you!

    New Venue Announcement – Costa Navarino

    59club Europe South is thrilled to announce COSTA NAVARINO as its newest partner venue



    The prestigious resort is nestled in the enchanting region of Messinia, southwest Greece. Boasting a breathtaking golf experience, Costa Navarino features four exceptional golf courses: The Dunes, The Bay, The International Olympic Academy & The Hills Course. The resort also offers unparalleled accommodation options including: The Westin Resort, The Romanos, W Costa Navarino & the Mandarin Oriental.

    By joining forces with 59club Europe South, Costa Navarino gains access to a wealth of customer experience data spanning its four magnificent golf courses and hotels, therefore, providing incredible insight into the holistic journey of its patrons. This invaluable resource empowers the team to continuously enhance the customer journey in their vision & push the boundaries on unforgettable experiences.

    We are delighted to partner with Costa Navarino and look forward to working David Ashington & his team, as well as contributing to the ongoing success and excellence of Costa Navarino’s golf and hospitality offerings.

    59club Nordic Announces Collaboration with GolfStar

    59club Nordic Partners with GolfStar to enhance customer service standards and golfing experiences across scandinavia.

    Aarhus, Denmark December 15 — 59club Nordic, a leading provider of training and customer service analytics in Northern Europe is proud to announce its collaboration with GolfStar, the largest Golf ownership group in the Nordic region.

    With its headquarters in Stockholm, GolfStar operates 13 golf facilities in Sweden, featuring a total of 19 golf courses, GolfStar Indoor and more than 50,000 customers. This new partnership aims to further elevate the golfing experience for its members, guests, volunteers, sponsors, and employees.

    Andy Gordon, Senior Business Developer at GolfStar, emphasized the organization’s commitment to delivering the best experience possible, stating:

    “Our core belief at GolfStar is to provide the best experience for our members, guests, volunteers, sponsors, and employees. We want to offer flexibility and to understand in what direction our members and shareholders wish to go in the future. The main reason behind our collaboration is that we are aligned with 59club Nordic in our core values. We put our customers first and we want to create a future shaped from their feedback. Exactly this is why a collaboration will enable us to deliver excellent customer service and great experiences for our entire GolfStar community.”

    Sebastian Czyz, General Manager of 59club Nordic, expressed his excitement about the partnership, saying:

    “As we continue our journey in Northern Europe, we are extremely thrilled to join forces with Andy, Stefan, Anna, Maria, and the entire team at GolfStar. They have an ambition to excel, a mindset that allows them to make business-informed decisions for the betterment of their customers, and a willingness to elevate satisfaction, service, and the overall experience. We have a shared passion for the game, and we are excited for the journey ahead.”

    Key Areas

    This collaboration between 59club Nordic and GolfStar will focus on enhancing customer service, training, and analytics to provide the best golfing experience for GolfStar members and golf enthusiasts across the Nordic region.

    For more information:

    Contact Information:

    GolfStar Press Office

    • Phone: +34690156722

    59club Nordic Media Relations

    • Phone: +4529933293

    59club Eminent Collection

    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.

    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 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

    59club Nordic Announces Strategic Partnership with Sweetspot

    Strategic collaboration formed: 59club Nordic teams up with Sweetspot to enhance golf club revenue management.

    Copenhagen, 28.11.2023 — 59club Nordic is thrilled to unveil its strategic partnership with Sweetspot, a leading data-driven revenue management platform, dedicated to helping golf facilities worldwide reach their full potential. This collaboration will provide Golf Simulators and Golf Clubs with a comprehensive, tailor-made solution.

    Sweetspot, headquartered in the heart of Stockholm, is at the forefront of data-driven revenue management. With a strong presence, they currently support 400+ indoor Golf simulators and 75 Golf Clubs across Sweden. Beyond this, they extend their support to golf clubs in Denmark, Scotland, the UK, dedicated to assisting these clubs in realizing their full potential. This dynamic partnership seeks to further advance the revenue management model for golf clubs.

    Inspiring partnership

    Henrik Ahlin, CEO at Sweetspot, emphasizes “At Sweetspot, our core belief is to offer our customers solutions that precisely match their needs. We aim to optimize not only their revenue but also to create an exceptional user experience for golfers. We see a profound alignment with 59club Nordic in our core values. Placing our customers first, we are committed to assisting industry leaders in making sound business decisions that benefit their members, guests, sponsors, employees, and all stakeholders within their operations.”

    Sebastian Czyz, General Manager of 59club Nordic, shares his excitement, saying, “As we continue our expansion into Northern Europe, specifically Sweden, we are excited to join forces with Henrik, Gustav, and the entire Sweetspot team. Their shared vision of guiding the industry in the right direction and their willingness to adapt, challenge the status quo, and implement strategies to enhance the industry is truly inspiring.”

    Key Focus of the Partnership

    The collaboration between Sweetspot and 59club Nordic centers around delivering a bespoke solution for Golf Simulators and Golf Clubs. The primary goals include improving customer service, enhancing training programs, optimizing revenue management, and providing analytics to deliver the ultimate golfing experience.

    For more information:
    To learn more about Sweetspot, please visit https://sweetspot.io/
    To discover more about 59club Nordic, please visit www.59club.com

    Contact Information:
    Sweetspot Press Office:
    – Email: hello@sweetspot.io
    – Phone: +46709653395

    59club Nordic Media Relations:
    – Email: sebastian@59club.com
    – Phone: +4529933293

    For media inquiries, please contact the provided email addresses and phone numbers.

    The collaboration between Sweetspot and 59club Nordic centers around
    delivering a bespoke solution for Golf Simulators and Golf Clubs. The primary
    goals include improving customer service, enhancing training programs,
    optimizing revenue management, and providing analytics to deliver the ultimate
    golfing experience.
    For more information:
    To learn more about Sweetspot, please visit https://sweetspot.io/
    To discover more about 59club Nordic, please visit www.59club.com
    Contact Information:
    Sweetspot Press Office:
    Email: hello@sweetspot.io
    Phone: +46709653395
    59club Nordic Media Relations:
    Email: sebastian@59club.com
    Phone: +4529933293
    For media inquiries, please contact the provided email addresses and phone
    numbers.

    Technology always at the ready! 

    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

    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!

    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

    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 21st and 23rd of 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  

    An Interview With: Luis Filipe – Quinta do Lago’s Journey to Excellence

    Quinta do Lago, is nestled within the Algarve and located next to the beautiful Rio Formosa nature reserve. The resort offers an incredible selection of experiences and it has been making waves in the hospitality industry for its commitment to delivering exceptional guest experiences.

    We sat down with Luis, the Corporate & Leisure Relations Director of Quinta do Lago, to discuss their ongoing partnership with 59club and how it has transformed their approach to customer service and performance management.

    Luis, you have been working with 59club for a number of years now across the resort. Can you tell us how 59club has helped Quinta do Lago objectively evaluate the current customer experience and identify areas for improvement?

    Our partnership with 59club has significantly improved the guest experience at Quinta do Lago. Through their analysis, we have identified and addressed weaknesses and enhanced various aspects of our guests’ stay, from the golf courses to the dining experience and also within the leisure club. Collaborating with 59club has spurred positive reviews and reinforced our commitment to excellence. They’re a crucial partner in our journey to providing outstanding guest experiences.

    Considering the size of the resort, can you share with us how utilizing 59club helps in managing the guest journey not only in Golf but in Hotel, F&B & Leisure?

    We initially started working with 59club to manage the development of our golf visitor experience through a mystery shopping program across our 3 courses, However, we soon realized that the guest experience cannot only be restricted to a specific department, but that it is fundamental to ensure all of the departments are in-line with our main focus in delivering a unique guest experience throughout the resort.

    Therefore, we asked for a bespoke program for the resort which includes Hotel, F&B and Leisure, as well as some unique mystery shopper audits in relation to property sales & guest services. 59club has provided these for us, and the data we now receive covers the entire guest journey; from hotel check-in, to using the state-of-the-art facilities within ‘The Campus’; as well as measuring the experience across several of our dining outlets. 59club provides an incredibly in-depth picture, and a wealth of data of what our guests are experiencing across the property.

    “Collaborating with 59club has spurred positive reviews and reinforced our commitment to excellence. They’re a crucial partner in our journey to providing outstanding guest experiences

    As Corporate & Leisure Relations Director, can you share with us your vision for the resort’s growth and how working with 59club contributes to achieving that vision?

    The majority of Resorts in Europe and in the world are nowadays offering the same facilities to guests. However, where Resorts can stand out is by delivering a quality of service which differentiates them from the rest. In the end, what remains in his/her memories is the interaction and experience with the resort staff who deliver the service in the hotel or in the restaurant.

    By working with 59club we are not only reviewing previous visits, but pro-actively performance managing experiences across the resort. We always endeavor for Quinta do Lago to be a leading resort in the world, offering unforgettable experiences, and 59club assists us to ensure this.

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

    We are obsessed about service! And our aim is always to be amongst the best in the industry and to be seen as Market leaders. To achieve this, we need to deliver an excellent product, but above all an excellent service. This is a never-ending story, as service can always be improved and is always changing, influenced by epidemics like Covid or in accordance with the evolution of technology. Consistent training is crucial to achieve the ambitious standards we strive for, and by working with 59club we can identify the areas where training is urgently needed to improve it.

    59club don’t just provide the data, we get together for regular service meetings following each month’s audit, they help with data interpretation and explain to the team how improvements can be made. We then use this insight to focus our goals and targets each quarter to delight guests.

    Having multiple outlets across the resort, how does working with 59club help to evaluate & manage the team across your venues?

    Our aim is that all the outlets can deliver a similar service to our guests in the Resort. Consistency is very important for us and with the help of 59club, we are able to measure the service level in all departments, and to raise red flags when necessary. This way, we are able to work with specific teams and bring them to the service level we are aiming for.

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

    59club’s Mystery Shopper program is invaluable for us. They deliver a service that is based on actual facts. This creates the basis for an honest and clear approach to the areas needing attention and improvement with the commitment from associates and management team.

    QDL secured a Service Excellence Flag at our recent Service Excellence Awards, what does this mean to you & the team?

    This is a great honor for the Resort, but above all, it makes our associates immensely proud of their work and commitment in delivering a great service to our customers. It makes us feel that we are all working together, and headed in the right direction.

    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 Portugal, particularly in the Algarve region?

    We were the first Resort in Portugal to be working with 59club. This has generated the curiosity of many other resorts to understand more about the services they are delivering. The best practices implemented are being followed by other golf clubs and that is setting the bar in the region.

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

    I would strongly advise them to explore the opportunity of working with 59club, and to take advantage of their market knowledge, as they can guide a property to achieve their desired service levels. It is invaluable to have access to data which is transparent, and a specialist on hand helping you to provide consistent service to customers, in all areas.

    An Interview With: Rocío Sánchez, Finca Cortesin

    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”

    An Interview With: Marco Aquilino – Royal Park I Roveri’s Celebrate 3 Award Winning Years with 59club


    Royal Park I Roveri, located in the stunning setting of the La Mandria Natural Park at the foot of the Alps, is now in its third year with 59club and it also just happens to be one of the most prestigious clubs in Italy.

    59club’s objective evaluations and strategic support empowered us to continuously improve our performance, striving to be among the best in the industry


    We caught up with General Manager, Marco Aquilino, as he highlighted the journey he and the team have been on with 59club, the benefits they have realised and his future plans for the team and the club.

    “Throughout the years, Royal Park I Roveri has been on a transformative journey, continuously striving to provide exceptional customer experiences and elevate service quality. Our partnership with 59club has played a crucial role in this pursuit, revolutionising our approach and propelling us towards new heights.


    And like so many Managers that find themselves engaging with 59club, Marco had the same common law of attraction to 59club, and went on to say;

    “It all began with a realization – the danger of becoming complacent when working in the same environment day after day. We needed an objective lens to evaluate our operations and identify areas for improvement, this is where 59club came in to help with our pursuit of excellence. Their evaluations provided us with a fresh perspective, uncovering blind spots and bringing awareness to our starting point.


    “Our vision at Royal Park I Roveri has always been to create an unforgettable experience for our members and visitors. We wanted our club to be more than just a place to play golf; we aimed to cultivate an environment where everyone felt genuinely valued, even if they were just visiting for a day. This vision required exceptional service that went beyond delivering a good product. Partnering with 59club became instrumental in turning this vision into a reality.”


    Marco explains that certain elements of the club’s member & guest experience were prioritised, and he details how 59club supported the team to succeed in those areas …


    “Through our collaboration, we focused on key touchpoints such as the welcome on arrival, booking confirmation, and guest management on the course. 59club’s insights, coupled with their online educational tools, allowed us to enhance the training of our staff, and elevate their attention to these critical areas. 59club’s objective evaluations and strategic support empowered us to continuously improve
    our performance, striving to be among the best in the industry.


    “Our goal is to provide a customer experience which is recognised alongside the best international venues, and with data collected through 59club platforms, this becomes our catalyst for shaping operations and driving further success. Analysing this data enables us to refine our offerings based on the needs of our customers, optimising our investments to deliver exceptional experiences.”


    Looking ahead, Marco sees the insights and best practices provided by 59club contributing to the growth and development of golf clubs in Italy…


    “In Italy, unfortunately, there are not many of us who are able to travel around the world to experience and explore new ideas, not due to lack of will but for lack of time. However, 59club’s international expertise bridged this gap, bringing fresh insights and igniting innovation. Their evaluations, explanations, and dedicated support serve as a foundation for golf clubs in Italy to grow and excel, even without
    extensive travel experiences.”


    Most recently the team at Royal Park I Roveri enjoyed multiple successes at 59club’s Regional ‘Service Excellence Awards’. The club displayed some of the highest standards of customer excellence achieved within their impartial mystery shopping audits, spanning Spain, Portugal, Greece & Italy.


    “Our dedication to excellence was recognised when we received our Silver Flag Designation, and Retail Manager of the Year Award at this years’ ceremony. These accolades served as validation for our hard work, and affirmed our commitment to continuous improvement.


    “The recognition we received bolstered our team’s morale, inspiring us to aim higher and exceed our achievements. Our sights are now firmly set on obtaining Gold Flag Status next year.”

    Marco had this advice for other clubs currently considering partnering with 59club;

    “To golf clubs considering partnering with 59club, my advice is simple: seize the opportunity. Regardless of budget constraints, 59club offers a bespoke approach that caters to different needs. Even with minimal audits and staff training, immediate results can be observed. Embracing this partnership will undoubtedly enhance customer service, elevate staff training, drive overall performance and financial gain. To all clubs in Italy, it’s a step towards growth and positioning your club on an international path, ultimately contributing to the reputation of Italy as a premier golf destination”.

    New Venue Announcement – Golf Costa Adeje

    59club Europe South are delighted to announce GOLF COSTA ADEJE as its newest partner venue.

    Based on the south side of the Island of Tenerife & only 15 minutes from the South Airport, Costa Adeje offers a wonderful escape for all visitors with fantastic Golf, directly located in La Caleta, an exclusive environment.

    With partnering with 59club Europe South, Costa Adeje will benefit from a wealth of customer experience data scheduled from visits in 2023 & throughout 2024. This allows the club to continually develop their customer journey in their vision and help with staff training & service, all whilst being able to benchmark against other venues in the region and across the globe. We are delighted to partner with Costa Adeje and we look forward to working with the team.

    #Measure #Train #Support

    An Interview With David Ramos – El Paraiso’s Journey with 59club

    El Paraiso Golf Club, located in the middle of Marbella & Estepona on the Costa del Sol, is a newcomer to the 59club community, having started working closely with the leading sales & customer service management specialists at the start of this year.

    The club, who are currently celebrating their 50th anniversary, has found solace in 59club’s intelligent mystery shopping program, and the perfect survey platform to monitor their customer journey at the club, along with a support network to help them achieve their ambitious goals.


    We asked Managing Director, David Ramos, to share his experience of this journey and how it is shaping his vision for the future of the club.


    “I have been pleasantly surprised by the insights gained from the mystery shopper platform. It has been eye-opening to measure the level of service provided by the various departments at our golf course. Previously, monitoring the performance of each department at the club was challenging, but the 59club platform has provided a comprehensive overview of strengths and areas for improvement. It has highlighted specific aspects that stood out positively, such as the friendly and welcoming atmosphere we have created.

    Additionally, our audits have emphasized the excellent condition of our course, which received high praise, and it’s not a subjective opinion, the course is measured against 59club’s global benchmarking criteria, and I am confident of knowing where we sit regionally and internationally. These findings from the data have been invaluable in guiding our efforts to continuously enhance the overall experience for our guests. We are using this information to address any areas that need improvement and to reinforce the positive aspects of our operations.”

    “These findings from the data have been invaluable in guiding our efforts to continuously enhance the overall experience for our guests. We are using this information to address any areas that need improvement and to reinforce the positive aspects of our operations.”

    For this Managing Director, there is no resting on his laurels, as Ramos is eager to describe his vision for the club’s growth, and this partnership with 59club will contribute to the realisation of that vision.


    “As Managing Director, especially during this milestone year as we celebrate our 50th anniversary, I have a clear vision for the growth and continued success of the club. Over the past few years, we have made significant investments in improving both the course and the clubhouse, ensuring that our facilities are of the highest quality. However, we believe that there is always room for improvement in every aspect of our operations.

    One area that we want to focus on to enhance the overall experience for our members and guests is customer service. While we have received very positive reviews from clients in the past, we recognise that monitoring key aspects of the customer journey can help us provide an even better experience.

    This is where our partnership with 59club becomes invaluable. With access to the mystery shopper services and intelligent survey software, this allows us to gain valuable insights into our customer service performance. This data-driven approach enables us to understand the needs and expectations of our guests more comprehensively, and subsequently tailor our services to exceed their expectations. By actively monitoring and addressing key aspects of customer service, we aim to create a truly exceptional and memorable experience for everyone who visits El Paraiso Golf Club.

    We are working on implementing effective strategies, refining our operations, and ensuring that our growth as a club aligns with our vision of providing the highest level of service and satisfaction to our valued members and guests”.


    The intel that 59club has delivered has empowered Ramos to set specific goals & benchmarks that he and the team are aiming for in terms of service quality and experience. Ramos explains just how he plans to implement these strategies and the tools he will use.

    “We have specific goals and benchmarks in mind, one of our key focuses is improving the information provided to clients, particularly those who are playing El Paraiso for the first time. This includes offering comprehensive details about our facilities, services, and any special events or promotions. We want to ensure they have all the necessary details and guidance to make their visit seamless and enjoyable. By proactively communicating with our clients and addressing their inquiries or concerns ahead of time, we can enhance their overall experience and ensure their expectations are met or exceeded.”

    And it’s not just to the benefit of El Paraiso, David firmly sees the insights and best practices provided by 59club contributing to the growth and development of golf clubs in Spain, and particularly in the Costa del Sol region, he explains


    “I believe that the insights and best practices provided by 59club will have a significant impact on the growth and development of golf clubs in Spain, particularly in the Costa del Sol region. The customer service experience is a key differentiating factor among the 70 courses in our area, and this is where the information provided by 59club becomes invaluable.

    The challenges and opportunities we encounter at El Paraiso Golf Club are likely to be similar to those faced by other clubs in the region. By leveraging the insights and best practices shared by 59club, we can collectively elevate the standard of customer service throughout the Costa del Sol. This will not only enhance the experience for golfers visiting the region, but also contribute to the overall reputation and competitiveness of our golf clubs.

    By embracing the data-driven approach and implementing strategies, golf clubs in the Costa del Sol can ensure that they are delivering exceptional customer service and exceeding the expectations of their members and guests. This, in turn, will drive increased satisfaction, loyalty, and positive word-of-mouth, ultimately leading to the growth and success of the golf industry in the region”

    The message that Ramos is eager to share with his industry peers and other golf clubs considering partnering with 59club is clear

    “I strongly recommend partnering with 59club to improve customer service, staff training, and overall performance at their golf clubs. We have been delighted with the insights gained in just a few months. Embrace this data-driven approach, utilise their mystery shopper services, support network and survey tools. It will undoubtedly benefit your club and contribute to its long-term success.”

    Spotlight: Bernat Llobera, Arabella Golf

    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 Mathew 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.”  

    Employee Development Trends

    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?

    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!

    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?

    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.  

    Jason Hanna; Redefining Member Experience

    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. 

    J.LINDEBERG & 59club Nordic

    “We are pleased to introduce our first official clothing partner at 59club Nordic – J.Lindeberg!” General Manager at 59club Nordic Sebastian Czyz says. “We are extremely proud welcoming Joakim Ågren and the entire J.Lindeberg family to 59club Nordic. J.Lindeberg has been a partner with 59club UK for many years, and we look forward to further expand the partnership, and to create and share exciting stories in the Nordic countries.”

    J.Lindeberg first launched in the summer of 1996, in Stockholm and New York simultaneously. Their founder, Johan Lindeberg, had a desire to challenge conventions and an idea to modernize the golfing fashion landscape, leaving the stale and the conservative behind. 

    “The history behind J.Lindeberg and the mindset of why Johan Lindeberg founded it, is very intriguing” Sebastian Czyz says. “A shared desire and vision for the game, yet in different areas, we believe this partnership is a great match. 59club Nordic exists with the sole purpose of supporting and guiding the high end and ambitious golf clubs to deliver the ultimate customer experience for their members, guests and employees. In order to do so, a mindset like Johan Lindeberg is valuable – a mindset who wants to challenge the current state; a mindset who is willing to think differently and a mindset who wants to excel.”

    “At J.Lindeberg, we partner with companies with shared values. We have had a long-lasting relationship with 59club UK, due to our similar vision and desire for the entire industry. The fact that we have 59club Nordic in our own backyard now, just makes it even that more exciting. We look forward to partner with 59club Nordic and join them on their journey to support golf clubs in the Nordic region,” Scandinavia Wholesale Manager Joakim Ågren says.

    Follow our journey on LinkedIn here: https://www.linkedin.com/company/59club-nordic

    59club’s Sales & Service Excellence Awards​

    Monday June 12, 2023

    59club’s Annual Awards Ceremony recognises the outstanding individuals, teams, venues, and groups within the global golf & hospitality industry for having achieved the highest standards of customer service excellence & sales performance.

    59club’s Industry Benchmark of excellence, it’s Gold, Silver and Bronze Flag Designations are also awarded annually, 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 the year.

    Qualification for these prestigious accolades is unbiased; and determined by scores achieved through a detailed and objective mystery shopping program, which measures the experience afforded to members, visitors and prospective members spanning the entire Golf, Leisure, Spa, F&B & Hotel operation.

    View the 2024 European Awards Winnres here

    View the 2023 Europe South Award Winners here

    View the 2023 Europe West & North Africa Winners here

    Bridge the gap between Expectation and Experience

    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

    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

    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

    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

    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 1st 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

    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. 

    Partner Spotlight – Finca Cortesin

    In this edition of our Partner Spotlight, we highlight Finca Cortesin, the host venue of the 2023 Solheim Cup.

    Finca Cortesin led the way at our recent Service Excellence Awards claiming: Golf Operations Team of the Year & Golf Manager of the Year, which was won by Rocío Sánchez Clavijo. In addition to this, the team also secure our prestigious Gold Flag Award.

    We asked, Francisco de Lancastre David, CCM, General Manager of Golf and Leisure Operations at Finca Cortesin, what these awards meant to the club.

    “Finca Cortesin is proud and humbled to have received two prestigious accolades at the 59club Awards. It is great to see our golf operations team rewarded for their dedication to creating a culture of high-quality service, and providing a unique experience that is unlike any other resort in Europe.

    The resort also has a long-standing history and commitment of supporting women in the golf industry, both on and off the course, which makes it even more special to see our very own Rocio Sanchez collect the ‘Golf Manager of the Year’ award. Rocio is an integral part of our operations team and continues to excel in her day-to-day role that allows Finca Cortesin to be renowned as one of golf’s best experiences.”

    All of us at 59club wish the team the very best with hosting the Solheim Cup and are excited to see how the week unfolds.

    New Venue Announcement – Golf de Andratx

    59club Europe South are delighted to welcome GOLF DE ANDRATX as it’s newest partner venue.

    59club Europe South will help Golf de Andratx with their long-term vision of providing service excellence by delivering industry leading data across the customer journey. Golf de Andratx joins several other facilities in Mallorca who currently work with us and with this data, the team across the property can analyze focus areas and continue to grow the overall golf experience.

    Located less than 30 km from the island´s capital Palma de Mallorca, Golf de Andratx is nestled in the beautiful coastal town of Camp de Mar. The spectacular surroundings, picturesque views and some of the most stimulating hole designs provide an unforgettable experience for golfers.

    We are thrilled to welcome another great facility in Mallorca onboard & look forward to working with the team throughout the year.

    Partner Spotlight – Pula Golf

    In this edition of our Partner Spotlight, we highlight Pula Golf Resort who recently secured a Bronze flag at our recent Service Excellence Awards within their first year of partnering with us.

    Pula Golf has utilized 59club in-depth analysis to review the entire customer journey to strive to provide the best experience possible from start to finish. We asked, Arnau Sala (CEO), his thoughts from his first year of working with 59club Europe South:

    “I am really happy about our collaboration together with 59club. After one year working together, we have been upgrading our services standards which is great to see in the data delivered.

    As we all know, the service we deliver to our clients is one of the most important things of tourism and ensuring we gain them back at our properties. I am also very proud of how my team is delivering our service and how they can improve every time with working with 59club”

    Situated in one of the most beautiful and peaceful spots in Mallorca, the old manor house dates back to 1581 houses today’s hotel and country club facilities, which welcomes guests with the warm and friendly hospitality typical of the Mallorcan people.

    The course was founded in 1995 and completely redesigned by José María Olazábal between 2004 and 2006 in order to satisfy the demands of international and professional golf. In addition, Pula Golf Resort has a magnificent outdoor swimming pool and sauna, as well as a massage service to relax after a day of golf.

    59club Service Excellence Awards Ceremony 2023; Ormesson Golf Course, Paris

    59club Europe’s French division hosted their Customer Service Excellence Awards Ceremony on Thursday, April 21, 2023, at the Ormesson Golf Course. 

    The event which recognises golf clubs & resorts for achieving the highest customer service standards within the region, started with an Education seminar which took place in front of an audience representing the French golf industry.

    As evening fell, a cocktail reception allowed attendees to continue their exchanges, ahead of the annual 59club Service Excellence Awards Ceremony & Dinner, sponsored by Toro/Solver, Ransomes/Jacobsen and Piguy Golf Challenge.

    Winners for the French Service ‘Excellence’ titles were determined through scores collected by a set of mystery shoppers, who use 59club’s unique and objective evaluation criteria. The scores to qualify for these awards, include a series of audits that analyse the properties customer service levels, sales performance, staff engagement and facility management.

    During the evening, the golf venues & resorts were also rewarded for their use of the survey tools within the my59 platform, as they continually work to enrich the experience afforded to both members and guests.

    A highlight of the evening saw 59club present their global benchmark of excellence, the Gold, Silver & Bronze Flag Designations. These highly prized awards 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 2022. On the night, 59club presented a total of 7 Golf Flag Designations, which included a Gold Flag awarded to Golf de Terre Blanche, and a Silver Flag presented to Golf National Albatross. A further 5 Bronze Flag Designations recognized Golf de Seignosse; Golf de Servanes ; Golf d’ Hardelot; Golf d’ Opio Valbonne and Golf du Touquet. 

    Of the evening, 59club Global Director, Mark Reed who flew over to present the Golf Flag Awards said; “It was a pleasure to join Claude Rousseau and Colin Bosio as they hosted the 2nd annual French Service Awards Ceremony, it was a very personal affair, and naturally, Claude brought his charm and wit to the evening – which everyone appreciated. 

    “59club Europe is split into three territories, Europe West, Europe South (who celebrated their award winners earlier in the year), and most recently 59club Nordic who opened at the tail end of 2022. Europe West: the territory that represents France, is just beginning their awards journey with their clients, and it was heart-warming to see so many venues recognized with the 59club Global benchmark of excellence for having delivered some of the finest customers experiences recognized in the world of golf. 

    “To subject your club to independent evaluation, and claim a title that has to be earned through hard work & determination after the culmination of a successful series of mystery shopper audits, is something that we are incredibly proud to recognise, and I look forward to returning again early next year”.   

    Full list of Award Winners

    59club Golf Flag Designations:

    Gold Flag Designation: Golf de Terre Blanche

    Silver Flag Designation: Golf National Albatross

    Bronze Flag Designation: Golf de Seignosse; Golf de Servanes ; Golf d’ Hardelot; Golf d’ Opio Valbonne & Golf du Touquet

    Complete list of Trophées de l’Excellence winners:

    Performance Award for Customer (Reception) Service:

    Golf d’HARDELOT 

    Proshop Experience Award:

    UGolf de BOURGES 

    Best Restaurant Experience Award:

    Golf BlueGreen de GUJAN MESTRAS 

    Best Sales Team Award:

    Golf BueGreen de SAINTE-MAXIME

    On Course Services Experience Award:

    Golf d’Opio Valbonne 

    Best Greenkeepers Team Awards: (3 trophies according to the average price of greenfees)

    Golf Club de LYON SALVAGNY 

    Golf BlueGreen de SAINT LAURENT 

    Golf Blue Green de MAZIERE EN GATINE

    my59 Customer Survey Performance Award:

    Golf International d’Arcachon 

    Customer Experience Progress Award:

    Golf de CHANTILLY 

    Global Visit of the Year Award: (3 trophies according to the average greenfee rate)

    Golf du MEDOC Resort 

    Golf de SERVANES 

    Golf BlueGreen de BORDEAUX LAC

    Special Regularity Award:

    Golf international de PONT ROYAL 

    New Partner Venue Announcement – La Cala Resort

    59club Europe South are delighted to announce La Cala Resort as their newest partner venue.

    La Cala have taken their commitment in endeavouring to deliver service excellence by partnering with 59club Europe South who will deliver industry leading experience data across Golf, Hotel & Food & Beverage.

    Situated in the foothills of the Sierra de Mijas with breath-taking views of the Andalusian countryside and distant Mediterranean, La Cala Resort is a golfing mecca with three championship courses, designed by world-renowned architect Cabell B. Robinson, providing an exhilarating challenge while their four-star 107-room hotel is the perfect place to stay between rounds

    We are delighted to welcome another fantastic facility in the Costa del Sol onboard & look forward to working with the team throughout the year.

    #Measure#Train#Support#59clubEuropeSouth

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

    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.

    Sign up now, whilst it’s free to join

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

    59club Think Tank: Employee Retention

    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

    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.”

    New Partner Venue Announcement – El Paraíso Golf Club

    We are delighted to announce our new partner venue, El Paraíso Golf Club

    Opened in 1973 the club are celebrating their 50th year anniversary & designed by the legendary Gary Player, El Paraíso has long been recognised as one of the best championship courses on the Costa Del Sol. Nestled between the La Concha mountain and the Mediterranean sea, the course offers a true test of golf for all levels of player.

    With now partnering with 59club Europe South, El Paraíso will benefit from a wealth of customer experience data scheduled from visits throughout 2023. This allows the club to continually develop their customer journey in their vision and help with staff training & service, all whilst being able to benchmark against other venues in the region and across the globe. We are delighted to partner with El Paraíso and we look forward to working with the team.

    Partner Spotlight – Royal Park I Roveri

    In this edition of our Partner Spotlight, we highlight Royal Park I Roveri who recently secured a Silver flag at our recent Service Excellence Awards which demonstrates fantastic growth developing from a bronze flag gained the previous year. Not only this but Fabio Vido was successfully crowned Retail Manager of the Year.

    Royal Park I Roveri have skilfully made 59club part of their clubs DNA which allows the entire team across the venue to work towards common goals. We asked Marco Aquilino (CMDip) his thoughts on working with 59club Europe South.

    “Joining 59club was an important and strategic choice to improve our standards of hospitality and have concrete goals to improve our services. For the Royal Park I Roveri, it is a tool that can give us an international vision on hospitality methods and help on the road to continuous improvement. We are looking forward to continuing on this path on constantly raise the bar we started a few years ago”.

    Located in the stunning setting of the La Mandria Natural Park, at the foot of the Alps, Royal Park I Roveri is one of the most prestigious clubs in Italy, scene of several international events including the Italian Open and the European Amateur Championship.

    The F&B Upsell Engine

    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.

    Partner Spotlight – Arabella Golf Mallorca

    In this weeks’ edition of our Partner Spotlight, we highlight Arabella Golf Mallorca who operate: Golf Son Muntaner, Golf Son Vida & Golf Son Quint, in Mallorca.


    Arabella Golf received a superb 4 awards at our recent Service Excellence Awards which included 3 flag awards (one for each facility) & Greenkeeper of the Year, Francisco Gavira.

    By using our industry leading experience platform across all of its properties, Arabella Golf can review & compare their customer journeys at each venue. We asked Bernat Llobera (Area Director of Arabella Golf) his thoughts from working with 59club Europe South & the recent awards ceremony.

    “We were the first course that signed with 59club in Continental Europe, and I think they deliver a service we all need for our facilities. We are in the hospitality business and 59club provides great tools to evaluate how you do it, and how you compare to other great venues and properties. This is why we work with 59club. It is the best tool to gain invaluable data of your operations and experiences from an external point of view”.

    “Having received 4 awards is a great feeling. From one side, we received again the Gold Flag for Golf Son Muntaner, our flagship course which belongs to the European Tour Destinations network, and which hosted for its first time, a DP World Tour event last October. We received for the second time a Flag at Golf Son Vida, and a Bronze Flag in Son Quint for the first time. The fourth award was for our Head Greenkeeper, Paco Gavira. He is such a great professional that is more than well deserved. He received the Greenkeeper of The year award from the Spanish Association about 5 years ago, and now he has received this one. We are all proud of what Paco and his team are doing”.

    #Measure #Train #Support #59clubEuropeSouth #ArabellaGolfMallorca

    Prospective Member Enquiry – The Power of the Phone Call.

    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.

    Partner Spotlight – Quinta do Lago

    In this edition of our Partner Spotlight, we highlight Quinta do Lago who successfully secured another Gold Flag from our recent Service Excellence Awards.


    Quinta do Lago intelligently collects a wealth of data from across the resort by reviewing their customer journey including Golf, Hotel, Retail, F&B, Sports Facilities and Guest Services.

    By analysing the entire journey in incredible detail, this helps teams across the resort to deliver world-class experiences consistently. We asked Luis Filipe (Corporate & Leisure Relations Director) his thoughts from working with 59club Europe South.

    “At QDL we are obsessed about service and to keep improving the guest experience on the Resort.

    Therefore, it is a great honor to receive this award from our partner 59club, who help us to identify areas where we can improve and to work on. We are excited to continue to work with 59club throughout 2023 and beyond.”

    Quinta do Lago is nestled within the Algarve and the privacy and security of the Ria Formosa nature reserve. The resort is proud of world-class golf courses, superb restaurants, a premier sports hub, boutique hotel & an unforgettable golden sand beach.

    #Measure #Train #Support #Reward

    Partner Spotlight – Club de Golf Alcanada

    In our continuing Partner Spotlight, Club de Golf Alcanada recently secured another Gold Flag from our Service Excellence Awards which is now their fourth in a row and an exceptional achievement.

    Alcanada Golf Club proactively utilizes the in-depth data from our Golf Visitor & bespoke dining experience tools to help provide unforgettable experiences across the property. We asked Kristoff Both (Director of Club de Golf Alcanada) what it means to work with 59club Europe South.

    “We’re always looking for ways to improve in every department, whether that’s in our sustainability initiatives, the quality of the golf course, or perhaps most importantly our customer service and the experience we offer to our members and guests.

    After first being awarded by the 59Club in 2015, I am very proud that Alcanada has reached a level where we have secured Gold Flag Designations every year since 2020. With lots of exciting plans in place this year, we’re confident of keeping that run going in 2023”

    Partner Spotlight – Camiral Golf & Wellness

    Camiral Golf & Wellness successfully gained a prestigious Gold Flag at our recent Service Excellence Awards, not only this but Marta Castells was crowned F&B Manager of the year. Camiral uses the in depth data provided from the Golf, Hotel & F&B journey as well as the sales enquiry calls to enhance their experiences, we asked David Ashington (Director of Golf) to share his thoughts on working with 59club Europe South.

    “I have been working with 59club across three properties over many years, all of different dimensions, needs and requirements. At each venue we have found a wide range of extremely qualitive points of use and quite often more than 59club actually announce as their main purpose

    Firstly, having so much data to analyse at your starting point and then measuring your quest for change allows you to detail and study your strengths and weaknesses of the customer journey and most importantly in the eyes of an independent client. With so many customer check points along the journey this ensures, as a leader, you are focused in the right areas for improving. The support of having the 59club team visit you on property to then demonstrate and quantify this to your teams is invaluable and quite often enlightens the teams to areas they might not see as overly important, in equal measure it allows you to praise certain areas that they are improving in their performance levels.

    Secondly, I find it invaluable to spend time on the visit to allow myself and my senior staff to brainstorm ideas and processes you might wish to implement. Given that 59club evaluate a huge number of properties worldwide they can often assist with support or valid points of view towards operating procedures that are successful (or not) which in turn can add justification to your decision making or systematic processes.

    Overall, I am absolutely delighted to have been working in close capacity with 59club and can only highly recommend that other fellow Managers and Directors take serious consideration towards utilizing the benefits that 59club can offer to your venue”

    Leading Clubs & Resorts honored at 13th Annual 59club Service Excellence Awards

    Many of the UK and Europe’s leading Venues, Teams and Individuals were in attendance as 59club recognised those who delivered the very best service to their Members and Guests during 2022 at their Annual celebration of Service Excellence, which this year took place at The Hilton, St George’s Park on Thursday 2nd of March.

    Delegates enjoyed educational seminars during the day, which included Olympic Gold Medal winner and now Head of Performance for the League Managers Association, Tim Foster MBE; Bestselling author of “The Habit Mechanic” and founder of Tougher Minds Consultancy, Dr Jon Finn; and former Manchester United Captain and Premier League winner, Steve Bruce.

    As day moved to evening; host for the evening, seasoned presenter, Vernon Kay opened the glittering awards ceremony that has long been regarded as the ‘Oscars’ of the golf & hospitality industry, since 59club’s honours list began some 13 years ago.

    The event recognises the finest customer service providers for having achieved the highest standards of excellence across 2022. 59club’s accolades are determined by scores collected from their impartial mystery shopping audits, which evaluate the experience afforded to guests, club members and prospective members, in accordance with 59club’s objective benchmarking criteria.

    On the night, 59club saw their UK & Southern European teams present 38 individual & team awards spanning 18 categories, recognising ‘service excellence’ across all areas of the businesses; sales, service, operations, retail, spa, 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 into 3 categories, based on a venue’s average green fee rate.

    Of this year’s awards, Will Hewitt, General Manager of 59club UK, commented; “With a growth of over 20% in the number of venues taking our services, an award nomination this year represented an outstanding achievement across a number of hugely competitive categories.

    59club awards are based on an objective analysis of the service provided at a venue, therefore recognising the venues, teams and individuals who truly do deliver world class service on a consistent basis”.

    The Grove and Belvoir Park Golf Club collected the highest prized awards of the evening – Ultimate Golf Resort and Ultimate Members’ Club respectively. Both venues also achieved multiple individual and team successes; with Brad Gould and his team at The Grove collecting the enviable Golf Manager and Golf Operations Team of the Year titles (>£130 green fee category); with Alice Kozlowski adding the Leading Individual Golf Sales Performance award to The Grove’s trophy cabinet.

    Belvoir Park’s celebrations continued long into the night with both Aaron Small and Stuart McDonald having been crowned Greenkeeper and F&B Manager of the Year, before rounding off the evening with the forementioned Ultimate Members’ Club Designation.

    Another club seeing multiple successes was Long Ashton, who scooped Golf Manager of the Year for departing GM, Gareth Morgan; F&B Manager of the Year for a 4th consecutive year for Glenn McNaughton; Golf Operations Team of the Year; and also a coveted Gold Flag Designation. In addition to this they also claimed the Ultimate Service Excellence Award for their fantastic efforts in utilising survey data to enhance their service offering.

    Both Finca Cortesin and Branston Golf Club received a double dose of crystalware after Rocio Sanchez was crowned 59club Europe South’s Golf Manager of the year; and their Golf Operations Department claimed the Team of the Year accolade. Meanwhile Branston celebrated with a my59 Service Excellence Award; and a second victory after claiming Leisure Membership Sales Team of the year. 

    The Awards became a landmark moment for Matt Aplin, Golf Course Manager at Goring and Streatley, who has now retained the title of Greenkeeper of the Year for an incredible 5th consecutive year – an outstanding achievement given the quality of those competing in this category.

    Alcanada, Camiral Golf & Wellness and Golf Son Muntaner were flying the flag for Spain, having each secured Gold Flag Designations. Marta Castells (Camiral) claimed victory in the Food & Beverage Category, while Paco Gavira (Son Muntaner) was crowned the regions Greenkeeper of the Year.

    In Portugal, Quinta do Lago continue to lead the way by also securing a coveted Gold Flag, and in Italy, Royal Park I Roveri celebrated with a Silver Flag, and a again as Fabio Vido claimed Retail Manager of the Year.

    Lee Mathew Waggott, General Manager59club Europe South said; “Celebrating success is a key pillar of what we believe in and promote within 59club. Our venues across Europe South not only continue to deliver memorable experiences but are always striving to continue to develop their journeys by searching for those extra 1%’s day in and day out.

    “In an extremely competitive landscape to receive a nomination and claim an award is a wonderful achievement, and the ability to share this recognition with individuals and teams across the property is incredibly important. We are extremely excited about the season ahead and welcoming even more forward-thinking & progressive properties into our Awards next year.”

    Celebrations continued into the night, as 59club’s Industry Benchmark of excellence, it’s Gold, Silver and Bronze Flag Designations, were announced. 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 2022.  

    This year, 59club presented 28 ‘Gold Flags’. The deserving winners were: Belvoir Park Golf Club; Camiral Golf & Wellness; Celtic Manor Resort; Club de Golf Alcanada; Delta Hotels by Marriott, Forest of Arden Country Club; Dunbar Golf Club; Edgbaston Golf Club; Finca Cortesin; Foxhills Club & Resort; Frilford Heath Golf Club; Gleneagles; Golf at Goodwood; Golf Son Muntaner; Gullane Golf Club; Hanbury Manor, Marriott Hotel & Country Club; Harpenden Golf Club; JCB Golf & Country Club; Long Ashton Golf Club; Mount Juliet Estate; Panmure Golf Club; Quinta do Lago; Rockliffe Hall; Royal Dublin Golf Club; Royal Dornoch Golf Club; The Belfry Hotel & Resort; The Grove; The London Club and The Mere Golf Resort & Spa.

    17 ‘Silver Flags’ went to; Barnham Broom; Bowood Hotel, Spa & Golf Resort; Branston Golf & Country Club; Carton House; Cameron House; Clevedon Golf Club; Infinitum; Ladybank Golf Club; La Moye Golf Club; North Foreland Golf Club; QHotels Collection, Slaley Hall Hotel, Spa & Golf Resort; QHotels Collection, Belton Woods Hotel, Spa & Golf Resort; Royal Park I Roveri; Slieve Russell; St Mellion; The Kendleshire and West Herts Golf Club.

    And a further 15 “Bronze Flag” Awards were presented to; Conwy Golf Club; Delta Hotels by Marriott, Worsley Park Country Club; Golf Son Quint; Golf Son Vida; Goring & Streatley Golf Club; Hickleton Golf Club; Newport Golf Club; Pula Golf Resort; Teignmouth Golf Club; The Astbury; The Bristol Golf Club; The Vale Resort; Vale Royal Abbey Golf Club; Woodsome Hall Golf Club and Wychwood Park.

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


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

    59club UK & Europe South ‘Service Excellence’ Award Winners 2022/23:

    Ultimate Golf Resort: The Grove

    Ultimate Members’ Club: Belvoir Park Golf Club

    Gold Flag Designations 2023: Belvoir Park Golf Club; Camiral Golf & Wellness; Celtic Manor Resort; Club de Golf Alcanada; Delta Hotels by Marriott, Forest of Arden Country Club; Dunbar Golf Club; Edgbaston Golf Club; Finca Cortesin; Foxhills Club & Resort; Frilford Heath Golf Club; Gleneagles; Golf at Goodwood; Golf Son Muntaner; Gullane Golf Club; Hanbury Manor, Marriott Hotel & Country Club; Harpenden Golf Club; JCB Golf & Country Club; Long Ashton Golf Club; Mount Juliet Estate; Panmure Golf Club; Quinta do Lago; Rockliffe Hall; Royal Dublin Golf Club; Royal Dornoch Golf Club; The Belfry Hotel & Resort; The Grove; The London Club and The Mere Golf Resort & Spa.

    Silver Flag Designations 2023: Barnham Broom; Bowood Hotel, Spa & Golf Resort; Branston Golf & Country Club; Carton House; Cameron House; Clevedon Golf Club; Infinitum; Ladybank Golf Club; La Moye Golf Club; North Foreland Golf Club; QHotels Collection, Slaley Hall Hotel, Spa & Golf Resort; QHotels Collection, Belton Woods Hotel, Spa & Golf Resort; Royal Park I Roveri; Slieve Russell; St Mellion; The Kendleshire and West Herts Golf Club.

    Bronze Flag Designations 2023: Conwy Golf Club; Delta Hotels by Marriott, Worsley Park Country Club; Golf Son Quint; Golf Son Vida; Goring & Streatley Golf Club; Hickleton Golf Club; Newport Golf Club; Pula Golf Resort; Teignmouth Golf Club; The Astbury; The Bristol Golf Club; The Vale Resort; Vale Royal Abbey Golf Club; Woodsome Hall Golf Club and Wychwood Park.

    Golf Manager of the Year (59club UK)

    Brad Gould (The Grove) Over £131 Green-Fee

    Sean Graham (Foxhills Club & Resort) £61-£130 Green-Fee

    Gareth Morgan (Long Ashton GC) Under £61 Green-Fee

    Golf Manager of the Year (59club Europe South)

    Rocio Sanchez (Finca Cortesin)

    Food & Beverage Manager of the Year (59club UK)

    Jacques Hobson (The Belfry Hotel & Resort) Over £131 Green-Fee

    Stuart McDonald (Belvoir Park GC) £61-£130 Green-Fee

    Glenn McNaughton (Long Ashton GC) Under £61 Green-Fee

    Food & Beverage Manager of the Year (59club Europe South)

    Marta Castells (Camiral Golf & Wellness)

    Golf Retail Manager of the Year (59club UK)

    Russell McIntyre (Gullane GC) Over £131 Green-Fee

    Andrew Crerar (Panmure GC) £61-£130 Green-Fee

    Ryan Crowley (Clevedon GC) Under £61 Green-Fee

    Golf Retail Manager of the Year (59club Europe South)

    Fabio Vido (Royal Park Roveri)

    Greenkeeper of the Year (59club UK)

    Scott Fenwick (Gleneagles) Over £131 Green-Fee

    Aaron Small (Belvoir Park GC) £61-£130 Green-Fee

    Matt Aplin (Goring & Streatley GC) Under £61 Green-Fee

    Greenkeeper of the Year (59club Europe South)

    Paco Gavira (Son Muntaner)

    Golf Operations Team of the Year (59club UK)

    The Grove (Over £131 Green-Fee)

    Delta Hotels Forest of Arden Country Club (Arden Course) (£61-£130 Green-Fee)

    Long Ashton GC (Under £61 Green-Fee)

    Golf Operations Team of the Year (59club Europe South)

    Finca Cortesin

    my59 Service Excellence: Stoke by Nayland; Celtic Manor Resort; Branston Golf & Country Club; Edgbaston Golf Club; Radyr Golf Club; Farleigh Golf Club; The Vale Resort; Rockliffe Hall

    my59 Ultimate Service Excellence

    Long Ashton GC

    Leading Individual Golf Sales Performance

    Alice Kozlowski (The Grove)

    Leading Individual Golf Membership Sales Performance

    Philomena Wilkinson (Delta Hotels Forest of Arden Country Club)

    Golf Membership Sales Team of the Year

    The Mere Golf Resort & Spa

    Leading Individual Leisure Membership Sales Performance

    James Flesher (Dunston Hall – Q Hotels Collection)

    Leisure Membership Sales Team of the Year

    Branston Golf & Country Club

    Leading Spa Experience Performance

    Rockliffe Hall

    Leading Individual Corporate Golf Day Sales Performance                                     

    Cameron Dhir (The Astbury)

    59club Europe South & the UK announce nominees ahead of the 13th Annual Service Excellence Awards Ceremony.

    Leading Golf & Hospitality properties from across Spain, Portugal, Italy, Ireland and the UK, have been shortlisted ahead of 59club’s Annual Service Excellence Awards Ceremony, which comes to Hilton St. Georges Park on the 2nd of March 2023.

    59club’s prestigious accolades, recognise those outstanding Venues, Teams and Individuals within the global golf & hospitality industry who consistently deliver outstanding customer experiences for their members and guests.

    Qualification is unbiased; and determined by scores achieved through a detailed and objective mystery shopping program, which measures the experience afforded to members, visitors and prospective members spanning Golf, Leisure, Spa and F&B operations.

    A number of the finest Golf Resorts & Member Clubs in the UK & Europe receive multiple nominations this year; and leading the stakes is four-time Ryder Cup host; The Belfry with nominations realized across seven award categories.

    Camiral Golf & Wellness – voted the number #1 golf resort in Spain, join 2010 Ryder Cup host; Celtic Manor Resort, Delta Hotels – Forest of Arden and The Grove as they each receive five nominations across multiple service excellence award categories.

    Hot on their heels with four nominations are; Long Ashton and The Vale, both regulars in the 59club winners arena, and Quinta do Lago – also no stranger to the 59club spotlight having impressively scooped four of the main award titles in the ceremony just 12 months ago. They are all followed closely by Branston Golf and Country Club who uphold three nominations.  

    A newcomer to the 59club community having started their journey with the customer service specialists back in 2022; is Finca Cortesin, host of the 2023 Solheim Cup who find themselves in the running for two accolades.

    With Belvoir Park, Bristol Golf Club, Clevedon, Foxhills and Ryder Cup giant Gleneagles – who famously claimed 59club’s highest accolade of Ultimate Resort in 2022 – also in contention for two accolades.

    Gullane, Harpenden, JCB, Panmure, The Mere and Royal Park I Roveri – another previous winner having seen Riccardo Russo crowned European Greenkeeper of the Year – also feature double nominations.

    Others hoping to receive a prestigious Service Excellence Award include a selection of 2022’s 59club Gold Flag bearing properties; Alcanada, Son Muntaner, Hanbury Manor and Mount Juliet Estate, who each feature in the Golf Retail, Greenkeeper, Golf Membership Sales and Golf Manager of the year nominations respectively.

    Finally, the nominations listing see’s Barnham Broom, Carton House, Delta Hotels Worsley Park Country Club, Dunston Hall, Eden Hall, Fornby Hall, Goring & Streatley, Hoar Cross Hall, North Foreland, Oulton Hall, Rockliffe Hall, Slieve Russell, St Mellion, The Astbury, The Kendleshire, West Herts, Woodsome Hall and Wychwood Park all in contention for a service excellence award.

    Looking ahead to the Service Excellence Awards, and the first for Lee Mathew Waggott, 59club Europe South’s new General Manager said: “We are extremely excited that this year’s Service Excellence Awards are now just around the corner. This day allows us to celebrate and recognize venues and teams delivering great experiences from across the continent. Additionally, with colleagues attending from properties across Europe, it gives property leaders a unique networking opportunity.”

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

    Food & Beverage Manager of the Year:                                                           

    Marta Castells (Camiral Golf & Wellness); Attilio Girello (Royal Park Roveri); David Maderia (Quinta do Lago)

    Golf Retail Manager of the Year:

    Teresa Moll (Alcanda); Diana Torres (Camiral Golf & Wellness); Fabio Vido (Royal Park Roveri)

    Greenkeeper of the Year:

    Alfredo Alvarez (Camiral Golf & Wellness); Scott McLean (Qunita do Lago); Paco Gavira (Son Muntaner);

    Golf Operations Team of the Year:

    Camiral Golf & Wellness; Finca Cortesin; Quinta do Lago

    Golf Manager of the Year:

    David Ashington (Camiral Golf & Wellness); Rocio Sanchez (Finca Cortesin); Brian Evans (Quinta do Lago)

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

    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!”  

    • Opening 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’s European Division serving Spain, Portugal, Italy & Greece comes under new leadership

    59club, the industry’s leading Customer Service Management Specialist, has today announced that Lee Mathew Waggott will continue 59club’s growth across the South of Europe, supporting golf and leisure clubs, hotels, restaurants, and spa destinations to drive customer service & sales performance across their respective properties.

    With nearly 15 years industry experience gained during time with Yas Links Abu Dhabi and European Tour Destination, The London Club; Lee is well suited to the role, and is no stranger to the 59club model either.

    Under 59clubs direction, Lee played an instrumental role in developing the customer journey at Yas Links, realised at the 2022 MEA Service Excellence Awards, as the property scooped four gongs which included Golf Agronomy Team of the Year, Golf Operations Team of the Year, a Gold Flag Designation, and the leading award of the year; 59club MEA’s Ultimate Resort of the Year. All at a time when Yas Links hosted the 2022 Abu Dhabi HSBC Championships.

    Lee went as far to say “Having used and experienced what 59club can do first hand as a customer makes me extremely excited to start my new role within Europe South. To be able to explore different visions, and support venues in the region following our Measure, Train, Support, Reward mantra, I strongly believe 2023 and beyond can truly be history making for all types of properties across the continent”.

    Simon Wordsworth, CEO of 59club added; “We are all delighted to see Lee join 59club’s expanding network, representing clubs across Spain, Portugal, Italy & Greece.

    “We have been fortunate to work with some incredible managers in the region over the years and have some of the finest properties in continental Europe within our portfolio. Many of whom have been with 59club from the very beginning of our overseas expansion. It was their willingness to work with the 59club brand, that led to our globalisation, and ultimately the formation of ‘local’ 59club divisions, serving its immediate community.

    “That expansion from our headquarters in the UK led to openings across Europe, the USA, Canada, Asia, Middle East, Africa; and most recently within Australia & New Zealand, and we are delighted to strengthen our support in Europe South as we welcome Lee to the family.”

    With leading venues such as Finca Cortesin, PGA Catalunya, Son Muntaner and Alcanada in Spain, as well as Quinta do Lago in Portugal and Marco Simone in Italy all engaged with 59club Europe South, Lee will continue to support the regions current roster of mystery shopping audits and customer satisfaction surveys, whilst introducing education pathways, networking opportunities and new innovations to Club Managers.

    Those interested in a proven strategy to measure, train, support and reward staff performance to elevate the overall customer experience and operational outcomes, are urged to visit www.59clubeurope.com or reach out to Lee Mathew Waggott lee@59club.com for more information.

    59club Eminent Collection

    The industry’s best performing properties and leaders were announced as 59club unveiled their Eminent Collection – signifying the benchmark of excellence within the Global Golf & Hospitality landscape. 

    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 Service Spotlight on Trump International Golf Club, Dubai with Phil Waine

    Trump International Golf Club, Dubai affords an exquisite championship links-style golf course, world-class golf, leisure & retail facilities, and the finest dining experience complete with the promise to exceed all members and guest expectations.

    We caught up with the Director of Golf Operations at Trump International Golf Club, Phil Waine to discuss how the stunning property located in the heart of the DAMAC Hills ensures its promise of ‘excellence’ is realised.

    Utilizing the feedback from 59club’s Mystery Shopper feedback over a 5-year period has enabled us to highlight the strengths and weaknesses of the business at all touch points of the golfer’s experience. From here, we have been able to conduct our internal training around the areas of opportunity that have been collectively flagged within the audits. For example, upsell training in the retail department combined with product knowledge seminars and utilizing our preferred vendors such as Taylormade to conduct additional training. 

    We were also able to highlight potential staff shortages within certain areas of the operation and used this indicator to schedule staff amendments and instigate additional recruitment. Using the Mystery Shopper feedback, we can highlight and justify to our ownership the areas of recruitment required to ensure the Trump brand standards are provided on a consistent basis, and to also benchmark our experience against other leading golf facilities. 

    In addition, 59club’s mystery shopper feedback has been utilized for supporting justification around staff recognition awards such as employee of the month/quarter/year, combined with annual performance reviews.

    We deliver our annual membership survey with 59club and without doubt it’s the most important satisfaction survey that we conduct each year at the facility. We deliver the survey in May each year and it is active for around a 3–4-week period. We feel it is important to provide members with a constructive communication platform to express their opinion on the membership experience at Trump International Golf Club, Dubai, and to highlight the strengths and areas of opportunity from their own personal standpoint. Members can also remain anonymous when conducting the survey which allows them to feel comfortable when expressing certain views.

    Each year we have received excellent feedback and there is always a new concept or idea that appears within the comments that we have implemented into the membership experience. This can range from a new competition event/schedule, tee sheet format, additional practice facilities on the TrackMan Driving Range, golf course upgrades, menu item/pricing amendments within the restaurant outlets etc.

    Once the survey is closed, the results are distributed to the membership via a newsletter communication with the summer (June – August) action plan attached. Since we launched the membership survey in 2019, we have seen an increase in overall membership satisfaction each year, with 2022 being our record satisfaction score.

    On the back of the 2022 Member Survey action plan, we have outlined further facility enhancements and renovation projects for 2023 to ensure we can continue the member satisfaction trend into next year. These enhancements will not only benefit members but also visitor golfers and non-golfers from the surrounding community. In addition, we also deliver a daily guest survey, which is sent to each non-member just 24 hours after their round of golf. On completion, each participant will receive a personalized response from the golf team within 24 hours of receiving their survey response. This is an opportunity to address any concerns from the golfer, and to potentially encourage repeat play by applying a Promo Code for the next visit.

    The daily visitor survey provides additional data obtained from the mystery shopper and member survey to again benchmark the golfing experience we are delivering to all non-members. We have applied incentives for guests to complete the survey to ensure we maintain a healthy capture % rate throughout the year. 

    In addition to the staff training, we align all satisfaction survey scores to individual and departmental annual KPI’s and include these within the annual business plan at the start of the year. All survey scores are reviewed monthly and benchmarked against the budget, prior year, and industry averages. They are included within all owner and management reports.  

    The action plans and training implemented on the back of the satisfaction scores from members, guests and mystery shoppers has been supported with positive trends on commercial performance year on year. We have seen growth in areas such as merchandise spend per round, membership and green fee in all non-member round segments. In addition, the Golf Club has received prestigious global accolades within the golfing industry in recent years and continues to be nominated in 2022. We feel the service provided by 59club has been a huge support mechanism to help us achieve these goals.

    The 59club service excellence awards are recognition that the club is delivering the Trump brand standards to members and guests throughout the year. Working within golf facilities in the Middle East with demanding commercial targets, it is important to ensure service standards are not compromised when achieving these objectives.

    The current Director of Golf role involves a lot of administration tasks and attending meetings throughout the week. Therefore, there is a limited amount of time where I can personally oversee all touch points of the operation firsthand. We operate a floodlight facility on the Par 3 Course which means we have tee times starting from 6am in the morning until 9pm in the evening with over 70 thousand rounds of golf accommodated during the year.  The 59club software we implement at Trump International Golf Club, Dubai basically provides the team and I external feedback on the golf experience we delivery on a daily basis throughout the year.  The information received can be measured and allows us to make key strategy decisions based on factual data received from all golf round segments.   

    To anyone not working with 59club, I would have to question how they are  auditing their  member and guest experience, and what information they are  using to make key operational strategy decisions to help them advance and deliver excellence in a competitive marketplace.

    • 59club are industry leaders in Customer Experience Management, with a wealth of ground-breaking Mystery Shopper Audits, Customer Satisfaction Surveys, and Employee Training Programs. They support many of the greatest names in the Golf, Leisure, Spa, F&B and Hotel Industries, to elevate Sales Performance and the Customer Experience across their respective client properties.

    For more information visit www.59club.com  

    59club Spotlight on Service as told by Karl Hepple of Stoke by Nayland

    Stoke by Nayland is one of the busiest 36-hole venues in the UK with a significant membership who like to play a lot of golf.

    Managing the differing needs of members, hotel residents and pay-and-play golfers represents a challenge, but also being just one moving part in a significant resort business means I have to coordinate the activities of the various elements of my own department – booking, retail, starters and marshals, greenkeeping and academy – as well as managing a relationship with key partners such as membership committees and other hotel departments, such as rooms and F&B.

    I’ve worked with 59club for around 11 years – the last three here at Stoke by Nayland. Of all the many benefits we’ve enjoyed from working with 59club, I would say the most significant – and something that helps us grow as a golf club – is the ability to benchmark against other venues.

    For example, how do you know that what you’re doing is any good, in comparison to other properties? The beauty of 59club is that it gives us the ability to choose a cluster of venues that are very similar to us and our operation and to see how they perform as a collective; and with that peripheral view ultimately, we’re able to benchmark ourselves in terms of where we lie in the market.

    And that mystery shopper intel isn’t limited to those competitor properties either; we also benefit from insight into 59club’s industry benchmark defined by the 3 best performing venues, which is always slightly higher than the actual industry average data. So, we’re comparing ourselves constantly not only to our immediate competition but also with a range of properties, which really helps us.

    I have an excellent relationship with 59club and we speak regularly, whether it is to discuss ideas related to the club, or to discuss challenges. We also use the data we receive as part of our internal induction process and ongoing staff training. We have monthly team debriefs where we use that data as the key training issue or the tool to highlight the training need.

    If, let’s say, our mystery audit comes back and it appears that a retail member of staff wasn’t particularly clued up on an item of clothing they were trying to sell, that indicates, clearly, a requirement for further training for the team. Pretty much every month we’ll highlight the big downfall, for want of a better word, within any audit and we focus our training on that area over the next few weeks.

    Again, the ability to benchmark our member and guest survey data against similar facilities, is absolutely vital for us. An example is where I ask the members to survey the bunkers – and we score six out of 10. To the untrained eye that score may look pretty poor, but what 59club can do for us, in terms of the survey platform, is telling us the average score that club members across the industry have rated their bunkers, and a lot of the time that industry data is not as high as you’d imagine.

    In a perfect world you’re aiming for a 10 out of 10 but the ability to know that some of the better courses may only be scoring 8.8, for example, is a good tool for us to be able to manage what we’re trying to achieve. Six no longer looks as low as it might have done previously.

    The benefits to staff training and planning are also manifold. It could be somebody in the halfway hut, who hasn’t greeted a guest in a particularly great manner, or the example of the retail staff. We go through a series of meet and greets and building relationships with people.

    We sit down at the start of the year and one of the big things we do is we review the mission statement we have with the golf club. The mission statement doesn’t necessarily change much, year to year, but some of the measurements we use to ensure we’re on track do change.

    In the last couple of years, we’ve set benchmarks in terms of the member satisfaction scores generated from our 59club surveys and a guest satisfaction score from our mystery shopper audits, and, additionally, one of the measurements we aim for has been the 59club silver flag award, which are presented to the venues that not only achieve the required standard of service as part of the mystery test audit criteria, but also provide excellent facilities for customers to enjoy… It plays quite a big role in the bigger picture.

    We didn’t get to win the silver flag award we covet, so that’s something we’re aiming for this year, but we have seen multiple success at the awards based on our appetite for gathering feedback from members and guests and the effective management of the survey data we received. We won an ultimate service excellence award in 2019, being one of only two venues recognised at that standard, and again in 2020 we retained that premium title, and also in 2021, we were honoured with a service excellence award in the same category.

    From a personal perspective the most important and valuable element 59club delivers for me, is the data; collecting data, helping make sense of the feedback and being able to action any kind of changes accordingly, because of what our actual customers and a panel of mystery shoppers are telling us. Ultimately, it’s a really objective measure of the performance of the golf business.

    Furthermore, every year we run the members’ survey and, as a result of that, we identify the three or four lowest scoring areas, and we implement changes based on the feedback. The changes we’ve made in the past are ongoing, and we will address any further necessary changes when we complete this year’s member survey.

    We deliver pretty much the same survey, annually – albeit we break it down into three different parts: you and your membership; the course and its facilities; and staff. So, we can track progress that way.

    In 2020 we used the survey platform more frequently for really nuanced stuff. For example, when coronavirus hit, we surveyed the membership on its preferred choice of touch-free hole inserts and, from the golf-club perspective, it’s really factual. It’s not my decision to use option A, for example, it’s the decision of the membership, because they’ve voted on it. I’ve found it’s far easier to justify a decision with a set of data to support you.

    Without doubt, if we weren’t working with 59club we’d have a really subjective view of the golf club’s performance. I would only have opinions to judge my business on, rather than truly objective measurements.

    If you look at the real top-quality venues in the UK, there’s a very high possibility those venues are working with 59club and what that says to me is that 59club gives you a really good, stable platform upon which you can build your business, whether that be a service or a product.

    There’s a very experienced team of people inside 59club, and, ultimately, if you follow the guidance of these guys you’re not going to go far wrong.

    Knowing that, I don’t understand why clubs in our sector wouldn’t work with 59club, to be frank. It’s a tool that offers so much in terms of looking at the broader picture, as well as somebody who wants to look at minute details in terms of, for example, selling golf shirts.

    It’s a no-brainer for me. I’ve worked with 59club for years and I will continue to work with them wherever I go in the future. It’s incredible value for money.

    59club expands operations into Canada with perfect pairing

    59club, the industry leading sales & customer service analyst, 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, alongside 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 Spotlight on INFINITUM, 31 March 2022

    Agustin Garcia is chief business officer at Infinitum (formerly known as Lumine), in Tarragona, on Spain’s Mediterranean coast. It offers exclusive seafront homes, three golf courses, and top-quality facilities and services

    We partnered with 59club 2 years ago and have been reaping the benefits ever since.

    The ‘mystery shopper’ exercise is a fantastic, authentic way to review the standard of experience we deliver to every guest. Each visit we’ve received has helped us to identify where we need small tweaks to improve.

    One important opportunity the exercise identified, is how we can bring forward our best-in-class guest experience, so that, from the resort’s very first touchpoint, even before booking, we set the standard for a seamless travel experience that invites guests to embrace their holiday mentality before they even set foot in the resort. 

    We understand our guests are seeking the very best experience, and that begins from the first contact they have with the INFINITUM brand. For our team, this initial engagement is often via a phone call or through our digital channels, and, ultimately, sets the tone for the entire guest journey.

    Undoubtedly, our work with 59club has allowed us to better understand this initial experience and how we can use it to elevate the entire guest journey to ensure we deliver excellence at every opportunity.

    And we will continue to work on elements of the business highlighted by 59club’s data. At the heart of a world-class guest experience is the team, and we are committed to ensuring our dedicated professionals across the resort are fully equipped to deliver this inspired experience wherever our guests come into contact with our brand.

    We pride ourselves on our overall guest experience, delivered through our entire team’s extensive knowledge and dedication, but we are always looking for ways to improve and that is where working with 59club has been really beneficial.

    We will, therefore, continue to support our staff with innovative, industry-leading training plans incorporating 59club’s expert guidance, to ensure we remain at the forefront of guest experience, as we continue to evolve and strive for growth throughout the resort. 

    That relationship with 59club has allowed us to identify the many strengths of the resort and how we can use them as an opportunity to go above and beyond our current offering.

    This benefits the resort in two ways: firstly, it helps to elevate the experience of our guests, which remains at the forefront of every decision at INFINITUM; and, through building on our strengths, we can generate upselling and growth opportunities, which we are pleased to say have already driven value for the resort.  

    I see no reason why facilities like ours should not work with 59club. Because we’re always open to understanding how we can better improve our product to provide all our guests with leading service, our work with 59club has created an honest space to reflect on our guest experiences.

    I would encourage others to search out such feedback with an open mind when it comes to finding new ways to improve.

    Source:
    59CLUB CASE STUDY: INFINITUM – Club Management Association of Europe (cmaeurope.org)

    Leading Clubs & Resorts honoured at 12th Annual 59club Service Excellence Awards

    From L-R: Pablo Guerrero Jaureguizar of Infinitum Golf, Luis Filipe from Quinta do Lago, Francisco Ruíz from Golf Son Muntaner, Marco Aquilino & Riccardo Russo of Royal Park I Roveri.

    A welcome return to a “Live Event”, saw the very best Venues, Teams and Individuals from across the UK, Ireland and Europe South assemble at The Belfry Hotel and Resort on March 3rd 2022, ahead of 59club’s annual Service Excellence Awards.

    Festivities began with a full day’s education provided by Gregg Patterson of Tribal Magic, and Lora Cavan, having flown in from the US and Canada respectively.  And as night fell, aspirations of being recognised with a 59club Service Excellence Award grew, as the curtains opened on the ceremony that has long been regarded as the ‘Oscars’ of the golf & hospitality industries, since the 59club’s honours list began some 12 years ago.

    The 2-day event, a pinnacle fixture in the golf business realms recognises the finest customer service providers for having achieved the highest standards of excellence in 2021. 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 UK and Europe South presented awards across 29 categories, recognising ‘service excellence’ across all areas of the businesses – sales, service, operations, retail, spa, golf course, food & beverage, and management. With 59club continuing to reflect the very best performances, regardless of a venue’s size, scale, or profile.

    The Awards was a great showcase for Quinta do Lago, after they claimed 3 of the 5 Awards presented for the Europe South region, including European Golf Operations Team of the Year. Luis Filipe, Corporate & Leisure Relationships Manager at Quinta do Lago, commented:

    “Quinta do Lago has a long-term commitment to delivering the best possible customer experience across all our golf and lifestyle facilities to our residents, members and guests, and receiving this award is deserved recognition for the hard work our all staff, especially in the difficult circumstances of the last two years. This year, Quinta do Lago marks its 50th anniversary and its semi-centennial year of unique history, so we are very proud to see how Quinta do Lago has become a truly timeless destination in which residents and guests can enjoy a clean and secure environment.”

    For two of our most recent client venues there were also celebrations on the night; Infinitum Golf saw Vicky Farriol recognised as European Food & Beverage Manager of the Year, while Riccardo Russo of Royal Park I Roveri was present to receive his European Greenkeeper of the Year award.

    Of this year’s awards, James Beesley, Regional Director of 59club Europe South, commented;

    “It was an honour to recognise and celebrate our leading service providers in person this year. Even more so to share the stage with our sister company, 59club UK, who laid the foundations for this annual celebration. It’s been an incredible pleasure to see our regional venues, who came on board in the last 18 months, presented with their awards amongst some of the UK’s golf legacy venues.

    59club Europe South and our client venues share our passion for delivering the very best customer experiences, and this evening’s celebrations have certainly done all the nominees and winners justice!”

    Will Hewitt, General Manager of 59club UK, commented:

    “Golf has been incredibly fortunate to benefit from a significant surge in demand, and it is extremely encouraging that more venues than ever before are choosing to work with 59club to focus on their service offering and sales levels whilst working to engage and keep this new audience. 59club’s focus will remain the provision of objective and accurate performance data, providing greater market insights and a supportive network of likeminded professionals which will further aide performance enhancement”.

    Celebrations continued into the night, as 59club’s industry benchmark of excellence, its Gold, Silver and Bronze Flag Designations, were announced. 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 2021.  

    This year, 59club Europe South presented 2 “Gold Flags”. The deserving winners were Club de Golf Alcanada and Son Muntaner Golf, ‘flying the flag’ for the island of Mallorca.  

    3 “Silver Flags” went to Quinta do Lago (IT), Infinitum Golf (ES), Royal Park I Roveri (member club, IT), worthy representatives from across all 3 active countries under the Europe South regional division.

    59club ‘Service Excellence’ Award Winners 2021/22:

    Gold Flag Designations: Club de Golf Alcanada & Son Muntaner (both Mallorca, ES)

    Silver Flag Designations: Quinta do Lago (PT), Infinitum Golf (ES) & Royal Park I Roveri – Member’s Club (IT)

    European Golf Manager of the Year: Brian Evans (Quinta do Lago, PT)

    European Greenkeeper of the Year: Riccardo Russo (Royal Park I Roveri, IT)

    European Food and Beverage Manager of the Year: Vicky Farriol (Infinitum Golf, ES)

    European Golf Retail Manager of the Year: Carla Bica (Quinta do Lago, PT)

    European Golf Operations Team of the Year: Quinta do Lago (PT)

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

    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 UK 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 behind the App’s 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 detract 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.

    Working with 59club EN

    Friday September 10, 2021

    Independent Mystery Shopping Audits

    59club will call on their team of Mystery Shoppers to deliver the agreed agenda of mystery tests. 59club monitor proceedings and deliver a comprehensive and completely impartial online report. The report is measured against 59clubs industry leading benchmarking criteria, confirming your sales etiquette & customer service levels against the best performing venues and the industry average. The audit will provide clear action points that assist you to succeed in line with industry standards.

    Service Excellence Awards

    Venues who receive the required number of audits per product, qualify for 59club’s acclaimed Service Excellence Awards – famously regarded as the Oscars of the Industry. The Awards are designed to reward individuals, teams and clubs for delivering great service within their respective fields.

    Venues who offer the very best service and facilities are honored with 59clubs coveted Gold, Silver or Bronze Designation Flag Award.

    My59 Customer Satisfaction Survey Software

    My59 contains industry leading Customer Satisfaction Survey Templates, for managers to utilise the online platform independently as they work proactively to succeed.

    The golftell member app, also included within the my59 software, creates a channel for club members (and their guests) to privately communicate their views directly with club management, from the convenience of their mobile device.

    All survey products empower venues to measure their customer satisfaction against the best performing venues and the industry average.

    Training & Education

    59club’s training modules has assisted hundreds of venues worldwide to excel and perfect their sales & service offering. Training can address weaknesses highlighted by mystery shopper audits and customer satisfaction survey feedback, ensuing clear action points are addressed.

    Additional 24/7 education is provided by 59club’s interactive online training platform, with built in push notifications linked to your performance data.

    Service Excellence Guaranteed!

    59club affords venues the complete ‘Quality Assurance’ package to achieve Sales & Service Excellence.

    Help is just a phone call away, contact us today, we look forward to working for you…

    Home EN

    Thursday September 9, 2021

    59club, the Industry leading Customer Service Analysts and Training Provider, operates within, Europe, UK, Ireland, USA, Canada, Middle East, Africa, Asia, Australia & New Zealand.

    With a wealth of ground-breaking Customer Satisfaction Surveys, Mystery Shopper Audits, Financial Comparison Tools and Employee Training Programs; 59club UK provides performance management solutions and global data to the Golf, Leisure, Spa, F&B and Hotel Industries, to elevate Sales Performance and the Customer Experience across their respective client properties.

    59club Golf Flag of honour marks quality for leading customer centric properties


    The 59club Golf Flag virtual ceremony hosted by presenter and broadcaster Dan Walker, which recognises venues across Europe, UK & Ireland for their service quality

    13 clubs received the highest accolade of all, 59club’s coveted ‘Gold Flag’ designations.

    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.

    The designations recognise commercial venues and member clubs that have achieved the required standard of customer service, as determined by 59club’s impartial mystery shopping audits, along with additional recognition for having provided the very finest facilities and services for golfers to enjoy.

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

    Huge congratulations to all of our deserving Golf Flag bearing properties, we trust you enjoy the presentation and as you enter into the spirit of the awards, please be reminded that you are a beacon of light to the future prosperity of the golf & hospitality industry.

    And finally, we are delighted to confirm that preparation is under way that will see all 59club territories invited to compete in the inaugural ‘World hospitality service excellence awards ceremony’ taking place in 2022-23…

    Thank you to our Award Sponsors

    3D-IFS   Albatross   Asbri   olf   BRK   Club Car   Comesto   Eagle   Golfbreaks.com   Golf Genius Kennet Leasing   Kinsey   Tacit   Toro

    59club Spotlight on: Troon Golf’s The Els Club, in Dubai and why Tom Rourke General Manager hails 59club as an essential service provider

    Tom Rourke is general manager of Troon Golf’s The Els Club, in Dubai. Here he explains how working with 59club has achieved an unprecedented level of membership at the facility and why he regards 59club as an essential service provider, both now and in the future.

    Although I had worked with 59club previously, I hadn’t utilised the membership sales experience audit as I was previously based at a daily fee only facility. Upon joining The Els Club and better understanding the membership structure, I thought the best thing to do would be to have 59club involved with some membership enquiries and mystery shops – to go through that experience to see where enhancements could be made to improve the conversion of our prospective member show rounds.

    I met with 59club MEA director Mark Bull who discussed the expectations, the history of the previous membership enquiries from past mystery shoppers at The Els Club, the benchmarking process, audit criteria, and the recommendations to get the most success out of a potential new member or membership enquiry.

    Subsequently, I sat down with our membership manager, Thomas Nicolson, and gathered his feedback before we instigated the first membership related mystery shopper enquiry. After receiving the initial audit report, Thomas and I analysed the feedback and established there were quite a few areas where improvements could be made. 

    Thomas is a great member of the team and together we very constructively worked our way through the audit feedback; with Mark Bull on hand to provide his insightful recommendations on further measures to advance. 

    Thomas took all of the data and feedback within the audit on board, and, worked to improve the membership enquiry process, and the following month, achieved a near perfect show round appointment mystery audit. The process has transformed our membership sales procedures, and, after receiving this great feedback, we started to look at the membership offering and made some additional adjustments.

    And it’s really paid dividends. Thomas did a fantastic job: in December we had around 30 new members sign up; in January we had 40 new members; and, in February, another 15 – so it’s been a huge success. Since working with 59club, we’ve had more new members sign up at The Els Club than ever before.

    It illustrates that by reviewing the customer journey and the show-round experience, utilising the 59club tools, and doing a refresher of all the Troon Golf operational standards as well, makes a massive difference, even at an incredible property such as The Els Club. We’re delighted with the results.

    With 59club, the attention to detail from the tester is incredible and, when you’re able to review recordings of the telephone call, when you’re able to analyse the sales techniques demonstrated, and in other audits the upselling measurements in the golf shop, the photographs and the reports from the agronomy perspective as well, it is hugely valuable detail. 

    There was already an agreement in place with 59club when I arrived at The Els Club, but I would be looking to work with them at any facility that I would go to within Troon Golf. It’s an absolute no brainer – the costs you’re looking at for 59club, the detail and information you’re going to receive, and the improvements you can make, mean you’re going to get back that investment 10-fold, with all the enhancements you’re able to identify and implement. 

    As a new general manager or department head, there’s great value in reviewing the previous 59club mystery shops, so you start to understand the operation with a different set of eyes. And then to be able to meet with 59club and engage with them and understand what’s happened previously, the feedback that was given, and whether any adjustments were made, is a big help.

    I’m also a believer in the integrity test side of the business, especially on the driving range or areas where, maybe, there’s fewer associates, or they’re further away from the main hub of the clubhouse. It’s fundamental for department heads and the GM to study these mystery shops and integrity checks, just to have some eyes on those areas from an experience side and a security perspective.

    To be engaged with 59club to monitor your business, make improvements, and for it to complement Troon Golf, is for me, just the minimum standard. After the first couple of mystery visits and the results of the integrity tests, associates begin to see things differently and take call handling, sales processes, and cash handling more seriously.

    It’s really been an eye opener for the team – you always get a few shocks, speedbumps and hiccups along the way, but you start to make improvements and the revenues will start increasing. Certainly, using 59club services will only increase revenues, whether that be on membership, green fees, retail, or on the driving range. To receive that detailed feedback helps enormously. 

    There is such incredible value in the level of detail in the reports, it’s a set of independent eyes, seeing it through the eyes of the guest, which is so incredibly valuable. Nine times out of 10, you are going to see an increase in revenue, and that is an absolute no brainer.  

    The wider business goal for The Els Club is to become more of a country club and engage with the local community. The Els Club will always be, fundamentally, built on an incredible golf course – Ernie Els did a fantastic job with the design.

    But we’re currently underway with the construction of two padel tennis courts, a spa, ladies hair salon and a gents’ barber shop, and, because 59club does not just specialise in golf, we will also be engaging with 59club in these areas of the business. 

    59club is very much across the whole area of hospitality and the business – which Troon Golf also specialises in – and it will further enhance the guest and member experience, help drive revenues and give the general manager, and his decision makers, and department heads the information they need at their fingertips.

    As the flagship facility, all the fantastic standards we have within Troon Golf are at the very highest level at The Els Club. But, with 59club – whether it be SOPs, training, uniform standards, or something else – we’re just going to get additional feedback, which will only further enhance what Troon Golf has in place and ensure it is followed, consistently. We’re already at such a high standard, but it will give more information, data and feedback – and it’s always great to receive. 

    We can also utilise other platforms within 59club that might not be on the guest side of things, such as associate training. There’s always something, for example, upselling, that you can never improve enough. If you want to improve the engagement with the guest, improve product knowledge, and the way that information is delivered, 59club is a great partner to guide you through that process and deliver training sessions. Department heads at Troon Golf always do an incredible job, but it’s additional support, and that goes a long way.

    Having a 59club division ‘on the ground’ here in the region has made a big difference. I was very fortunate, previously, to do my PGA training with (59club CEO) Simon Wordsworth, and have worked closely with both Mark Reed, Matt Roberts and Andrew Etherington, so I know it’s an incredible team; but, having Neal Graham and Mark Bull on the ground here, is a great addition to the club. They are on hand with recommendations, training, or support, and will pop over at any time.

    You don’t ever feel with 59club – unlike some – as if you’re on ‘the meter’; you know you’re calling them over to have a coffee, catch up and go through some feedback. You feel they are a pure partner and that they simply want to enhance the guest journey, and the operation, and genuinely care about The Els Club as a business. Both Mark and Neal have great experience in the region and it just further complements the club.

    I feel the 59club team understood our goals from the start; the key part for us is we are all about membership – so we want to hit our full membership cap of 200 members which we’re now very close to achieving. They understood that, and, also, the history of The Els Club: that the number one focus is golf. They looked at how they can assist us and give recommendations, improve that mystery shop and guest journey, so that we could attract more members. Then we looked at the F&B experience, the upselling in the golf shop, the engagement during the experience with the guests, the experience on the golf course – every part of the business. But, number one, was membership and, then, the driving range, just looking to make sure policies and procedures were being followed.

    It’s an absolute pleasure to be associated with and work alongside 59club and I’m sure the relationship and support will continue to enhance and complement The Els Club and Troon Golf’s operating and hospitality standards.

    This year we were delighted to receive two 59club Service Excellence Awards, in both Golf Retail Team of the Year, and, The Els Club was awarded the highest honour, the Gold Flag Designation, which is credit to the hard work and high standards we all work to achieve. 

    I do genuinely respect and value what 59club offers and to see it branching out now all around the world, is wonderful. It’s something golf never had previously, and I just hope everyone else values it as much as we do, and doesn’t see it as an expense line. Properties need to see their products and services as something that provides tangible value; with 59club your guaranteed to improve the overall experience, and ultimately that will make a difference to your profits.

    59club’s Spotlight on Service Featuring Philippe Pilato of Le Golf National

    Philippe Pilato directeur du Golf National.

    Philippe Pilato has worked at Ryder Cup venue Le Golf National for more than 26 years and now holds the position of general manager. He outlines how 59club helped elevate the facility to a top service provider and explains how its processes can help French golf in general.

    We have been with 59club since 2016, just two years before the Ryder Cup, and, at that time, we were not able to provide a good service to the visitor, in particular, to international clients. Working with 59club helps us improve our services and the quality of our services.

    In 2015 and 16 we were only used to working with French visitors and members. Two years out from the Ryder Cup we started working with foreign visitors and it was clear we needed to improve the quality of our service. We needed independent analysis of our strong and weak points, which is important for both the manager and the team. 

    We use 59club’s visitor-experience analysis and the my59 customer survey tool, as we needed to know better the needs and wishes of our clients.

    We have many different clients at Le Golf National – we have subscribers, we have players who play one or two times a week, visitors from abroad including a lot from the USA, corporate customers and day guests – and, at the beginning, we didn’t know what they needed or expected when they played here.

    We segment by type of customer with the survey tool and it’s very interesting and beneficial to receive the varied feedback it gives us.

    When we started with 59club, in 2016, our initial results weren’t particularly good – we’d been geared up primarily for domestic visitors until that point. When we started receiving the results of the visits we shared the information with the whole team – the greenkeepers, the welcome desk, in the back office – which was hugely beneficial and we also started staff training with 59club.

    We focused on our strong points, which we knew – the golf courses and the pro shop – and the weak areas, such as the service. We’re in France and it’s very expensive to have a lot of employees. We can’t have the same number of employees on the service side of the business as our contemporaries abroad. We needed to be very strong when the customer arrives in the pro shop because this is the first contact they get with a Le Golf National employee.

    Across the five years of testing we’ve seen around a 50 per cent improvement in our mark for the ‘meet and greet’ part of the test, and this comes because, thanks to 59club, we trained our staff to be focused solely on the client. Previously, employees were only focused on themselves; we showed them that the most important person at Le Golf National is not them, but the client in front of them.

    We did that a lot; it remains a job we do every day as a matter of course and this is why we have improved substantially since 2016. We are much more focused on the golfers, what they expect, and why they’ve chosen to come to Le Golf National. That simple thing – and the way we were able to do it – is the reason our scores are now so much better.

    We’ve also tried to be better before and after the arrival of the client. We achieved more consistency with reservations and written confirmation, and things we did not do before partnering with 59club.

    We tried to train all the team to adopt a 360-degree vision – the only job on the front desk is not just to offer a smile and to welcome the golfer, you need to be focused on every point: the car park, the driving range, on the first tee, and so on.

    I think encouraging staff to think outside of their own sphere and look at the bigger picture has been instrumental in our overall improvement. Indeed, overall, I believe our average rating is among the best in France. The benchmark 59club offers is showing this with our above-70 per cent averages.

    We still have a lot to do when it comes to on-course service because, as I explained, we do not have a lot of people in the marshalling team, the buggy bar, the starter, or speaking to the players on the course and asking if they need anything, for example. This area, admittedly, we can still improve upon and we will improve this aspect of the customer experience. I’m not saying we will be perfect but it will be a better experience – nobody’s perfect.

    Much of this can be put down to the expense of employing people in France – as I have already mentioned – but the client expects a certain level, with a starter and a marshal, and somebody to take their golf clubs for them at the end of a round. We do have wonderful employees, really, because on some days we may have 200 people on the golf course and it’s very tough for them with so much to cover, yet our customer satisfaction figures remain good.

    I would have no hesitation in recommending the services of 59club because it helps professionalise the service one offers to golfers. I think we need this is France. I recently visited a golf club with three of my colleagues from Le Golf National and was astonished that of the three people at the reception desk, not one looked up and said ‘Hello’ or welcomed us in any way. And that’s the simplest thing to do anywhere in the world.

    In France we need to continue to professionalise our service teams because this is often the case at golf clubs in the country. We receive a lot of feedback from visitors to Le Golf National, and, because of 59club and what it does for us, they’re saying the services and quality of service here is one of the best they’ve experienced in France. 

    The problem is not the people, it is a management issue. The team needs to know what it has to do and, I believe, in France, they’re not sure what they should be doing, and that comes from the management. People come in, they take the credit card and take 50€ and send them out to the course and the job is done. But there’s so much more to it than that – or there should be. Sadly, in France, people on the front desk are not sure of what they need to do, so there is much training to be done across the industry.

    Working with 59club has helped me, personally, to concentrate on the right things and I think that would help many general managers in France. I think it’s a ‘magic’ tool and has helped elevate Le Golf National to where it is now.

    For those wanting a proven strategy to retrain and upskill their workforce, measure in-house standards, elevate customer acquisition, satisfaction, and profits, there has never been a better time to engage with 59club.

    Visit www.59club.com for more information.

    59club’s Spotlight on Service Featuring Kristoff Both of Club de Golf Alcanada.

    Kristoff Both at the 2021 Service Excellence Awards
    From L-R: Dan Walker (BBC Presenter), Kristoff Both (General Manager CdG Alcanada), Mark Reed (Director 59club), & Simon Wordsworth (CEO 59club)

    Kristoff Both, the director of Club de Golf Alcanada, on the holiday island of Mallorca, tells all about his time working with 59club, the success it has borne, and the many customer-service accolades celebrated during their seven-year engagement.

    We all think, as golf managers, that we know our product; that we don’t need anybody from the outside to tell us if the grass is green or not, because we play golf and we see most of it from the outside.

    But there are certain procedures that, sitting in your office, you don’t always get to grips with – that might be the different touchpoints: the restaurant, the pro shop, the caddymaster or the halfway house, where we need to know about the friendliness and professionalism of the staff.

    So, for us, 59club’s mystery shopping audits are really productive – plus it takes me out of the line of fire! It’s not me who is saying to somebody ‘I don’t think you’re doing this or that’, it’s somebody independent and it’s there in black and white in front of them.

    Once or twice a year, we also receive an on-site teaching seminar with a member of the 59club team whose experience in the industry speaks for itself, so it’s also very convincing and constructive for the team here. You have a professional helping them who’s been there and implemented that practice in the industry.

    Most of the seminars or further education we can get here in Spain are not specific to golf, it’s for customer service in general. But to have somebody talking about retail skills, tee-time management and the overall customer experience in golf makes it more entertaining, hands-on, and relevant to the team.

    As a consequence, the team is more conscious of things like upselling and cross-selling, and, while we’re some way from being on it 100 per cent, it’s a constant reminder that we have to do these things, and we have to do them better.

    The comparison tool, where we can measure our service levels and sales aptitude against our competitors, is very useful and insightful. It’s not a race, but it’s beneficial to be able to demonstrate and ask ‘Why others are performing so much better?; what are they doing differently? Or what are they offering that is different or perceived to be better?’ Learning from others is another way we can progress as a team and as a facility.

    I believe the biggest change we have implemented since working with 59club is in our booking procedure, which is now far more professional.

    When you look at the results of the mystery shopper audits alongside some of the other venues, it has to be borne in mind that some venues have staff dedicated to simply taking bookings, so they have different procedures to the staff here who are answering other telephone calls and dealing with customers in the shop. But our written confirmations and practices are now more thorough in terms of the information within.

    I also believe there’s been a noticeable improvement with the caddymasters in the way they interact with customers. Indeed, everything around the customer touchpoints has evolved down the years we have been working with 59club, and the results from the audits have been instrumental in that evolution.

    I’m looking forward to working closely with the new southern Europe 59club division, headed by James Beesley. I was pleased to learn that they will be providing documentation translated into Spanish, for the Spanish market. To be able to give my team access to the system, instead of me having to translate everything, will make it a lot easier.

    For the staff who do not have the ability to read English it would be hugely advantageous, and beneficial for Alcanada as a whole, to have everything in Spanish. And I imagine that goes for clubs in all other countries, too, to be able to work in their native tongue.

    The history of our relationship with 59club speaks for itself – we have been working with 59club for seven years and we’re very happy. They’re very professional and very helpful in all aspects. And you only have to look at the range of products they continue to introduce to see that it’s not a company that is standing still. They’re progressing and, as their client, we can progress too.

    The service excellence awards began as a nice little extra, but as more and more clients become eligible and, as 59club becomes more international, the awards will quickly become the ‘Oscars’ of golf in Europe; just as they have been regarded in the UK for some time now.

    It’s always nice to receive recognition for the hard work you have done, so we do appreciate the 59club awards. There’s also an element of competition between colleagues at other venues who’ve known each other for some time, so that adds to the allure.

    It’s encouraging for the staff to be honoured with an award – Alcanada is currently a 59club gold-flag destination, the highest accolade available for a venue’s performance. It’s a great achievement for us to be mentioned in the same breath as venues which are regarded as at the top of the game.

    I’ve been in the business for some 20 years, and in my 18th year at Alcanada, so it’s very important for me not to be standing still, and products from 59club help me stay alert and abreast of what’s happening and available in the industry.

    We need to continue looking for ways to improve and change things, and 59club helps me to do that. It encourages me to look around corners and not to do things the same way they’ve always been done.

    If I had to sum up 59club in one word, it would be ‘progressive’: it’s always progressing and pushing the boundaries, and that, in turn, pushes its clients to achieve more, which is of benefit to the whole golf industry.

    Addendum: One year after working with 59club, Alcanada received a silver flag in recognition for its service excellence, and has, subsequently, been recognised every year since, culminating with a Gold Flag designation.

    For those wanting a proven strategy to retrain and upskill their workforce, measure in-house standards, elevate customer acquisition, satisfaction, and profits, there has never been a better time to engage with 59club.

    Visit 59club.com for more information.

    59club Putting the Success in Succession

    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 18th, 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.

    Advance employee satisfaction & engagement with 59club’s NEW HR Survey Suite

    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.59clubeurope.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.59clubeurope.com

    Golf Business News Interview with Paul Armitage, partner in 59club Europe West and North Africa

    Paul Armitage, new COO of Open Golf Club and managing partner for 59club Western Europe & North Africa

    Golf Business News Interview with Paul Armitage, a partner in 59club Europe West and North Africa, covering France, Belgium, Holland, Switzerland, Germany, Austria, Morocco and Tunisia and recently appointed COO of Open Golf Club

    GB Paul, your new roles must involve you in a lot of travelling. How are you coping in the COVID-19 crisis?

    PA  Well, we can still travel around in France, which is most important for the new job because we have got golf courses dotted around all over the country.

    GBN How many courses are in the group?

    PA Owned and operated there are 11 – one of them is in Belgium and ten are in France – and then we run a ‘marketing network’ in addition. Golf courses have been brought in under the banner of Open Golf Club and we actively promote them in exhibitions and IGTM. There are about 40 at the moment, all over Europe.

    GBN You previously spent six years as Managing Director at Le Golf National, host of The Ryder Cup Matches in 2018. You must look back on that period with enormous pride and satisfaction because it all went so well.

    PA  Yes, and that’s one of the reasons why it’s time to move on. When I was first employed back in 2014 I was handed a lot of missions and all those boxes have been ticked. I could have chosen to run all the day-to-day operations at the Club but I’m the sort of person that  needs a challenge. I like to be able to change things. That doesn’t mean I need full autonomy so I can do what I want – no – but I like to have an objective and to go through it from A-Z, changing things on my way to succeed.

    GBN Who has been appointed as your successor?

    PA When I announced my resignation, which was in December last year, I wrote a letter to my boss suggesting that he should give my deputy manager a chance. Philippe Pilato has been at Le Golf National for 25 years, almost since the day it opened.

    He was a golf pro and he looked after the Academy. I thought we’ve got ‘a hidden gem’ here because we needed to implement customer service and a lot of tender loving care to put into what we were going to serve out to customers in the immediate future.

    We were going to raise the bar, raise the prices and bring in a new experience. To get that to a successful end you need somebody who’s got a lot of empathy and love.

    I said to Philippe look I think you are going to have to change jobs. He looked a bit down, thinking oh I’m going to get the sack here and I said no, no, you’re going to have to go home and think about this but I would like to identify a director of customer service for Le Golf National. Why do I want one? Because the Club needed someone who every day gets up and thinks about how they can give a wow or a great experience to customers. There was nobody in particular on the staff who was doing that.

    He came back a few days later and said yes, let’s do it.

    So that’s where he came from and he’s been a very, very, extremely good customer service manager. Then last year I took him up to Director of Operations – golf operations – and now he is GM!

    GBN What have been the benefits to Le Golf National from hosting The Ryder Cup? Is there a payback for the huge investment of time, money and people?

    PA There has definitely been a pay-back especially in the case of Le Golf National. First, the Ryder Cup obliged the French Golf Federation and Le Golf National to change, to not consider itself as a local pay-and-play public golf course but as a world class destination. I think we have created something there which is unique as a model because it’s probably, even at 150 euros or 175 euros, the cheapest round of Ryder Cup golf in the world. And it’s open. It’s not like many major golf destinations where you have to be invited by a member or you can’t get on. And the third thing is that we’ve got an extremely good standard for those who come from those kind of places where they’ll not be too surprised to come in and they’ll have customer service and a team, badged up and  welcoming, and bag-drops and buggies and everything you need at a world-class major tournament destination.

    So I think that’s the major benefit. We have repositioned Le Golf National completely keeping at the same time a local, regional and national customer base happy.

    GBN And what about golf in France generally?

    PA  I think that this year everybody is struggling to have a normal year. I think COVID has knocked that on the head. There’s a lot of golf being played this year but there’s not a lot of normal golf, if you know what I mean: people travelling, playing in as many competitions as they have done in the past.

    I think that France is resisting well though – official golfer numbers are down by around 3% this year.

    The Ryder Cup in France also delivered as far as the media is concerned. Although we didn’t get live coverage on free to view terrestrial TV, we got a lot of media coverage, much more than we would have got from a French Open, so golf was definitely in the spotlight thanks to the event.

    Now, when you talk to anybody about golf in France, there is the demystifying process which has been started so it looks and feels less elite. People in France definitely identify themselves more easily with golf.

    A lot of people this September are coming into Open Golf Clubs for our ‘Golf Discovery Days’. They started last weekend and participation and sales have been quite good, in fact very, very encouraging for a COVID year when everything is supposed to be doom and gloom.

    GBN  And then golf is coming in the Paris Olympics in 2024?

    PA  Yes. I actually think that the Olympics could do even more good for golf in France.

    We will get public TV coverage because it’s public television which has the rights to show the Olympics so there’s absolutely no reason why they should not put golf on TV. It’s almost definite that France will have both boys and girls in the Olympics. We probably won’t get a medal, but It won’t be like a Major Championship, at least we’ll have participation. I mean this month in the US Open there were four French players and I think that’s a record.

    So from a ticketing point of view there should be a younger public coming to the Tournament because the ticket price will be very much accessible and it’s more of a general public environment. So, I think that the Olympics could do even more good for golf in France and is definitely great for French Golf 6 years after the Ryder Cup.

    GBN Right, let’s talk about 59club because soon after you wrote your letter to your colleagues at Le Golf National in December, you must have been making your decision about getting involved with the 59club. We announced that in Golf Business News back in February.

    PA Yes, indeed. I did everything the right order and there was absolutely no surprise to anybody about 59club. It was all talked through with the Federation and the staff and hopefully they will be using some of the 59club tools soon too. And the same with Open Golf Club.

    There was absolutely no issue either with 59club because Open Golf Club will use the tools and are interested in the success of 59club. My role at 59club is to set up the business with Simon Wordsworth and our associate partner in France called Sylvain Marcati who comes from customer service in another industry to golf. I was determined to get this product on to the French market from 59club which helped me hugely at Le Golf National from 2017 onwards to improve our standards.

    I think we were capable of improving them ourselves but we weren’t capable of benchmarking to know if we were doing enough and getting there quick enough and moving things in the right direction and also the training aspect of 59club, the tool is very powerful. I wanted the French market to benefit from the wealth of products which only Le Golf National and another golf club called Terre Blanche were using. Now we’ve got nearly 30 golf courses working on it already.

    If golf in France wants to survive we have to stop, and this is important to say, we have to stop playing just the price game. We have to stop just using price as the way of satisfying the customer and getting new customers through the doors.

    We have to use the service quality aspect to get results as well and get the prices up because golf has an insatiable thirst for investment in machinery and staffing. It costs a lot of money to run a golf course. So yes, if we all get on the bandwagon of customer service and improving our standards then there’s no way a customer can say, why did you put the price of the green fee up by a pound or two?

    And that’s why I brought it in. So we’ve gone through quite a few weeks of translating it. COVID came along and to be honest it’s put us back half a year or a year on our business plans but I’m not bothered because it actually came at a perfect time to get it just right. So we have spent ‘lockdown’ getting the tools translated correctly into French and now German. They will be going into other languages soon.

    GBN  Yes, because you’re involved in other countries too, aren’t you? Not just France?

    PA Yes. We have created a company which will look after all of Western Europe apart from Spain and Portugal. We also have Morocco and Tunisia. We’ve got France, Germany, Austria, Holland, and Benelux so we’ve got a lot on our plate. A lot of it is taking shape right now and we are even looking at other European markets as we speak.

    GBN Your objective to move away from concentrating on price, has that gone a long way?

    PA  There were a lot of golf courses just communicating price and not service or standards. Online prices were going, and in fact are still going, way too low because if you start with a rack rate of £40 for a green fee and then you offer 50% off that price; or you are in a network  and you’re offering 50% off with a loyalty card then there’s not much left for the operator after commissions and you’re paying VAT. There’s probably only £15 a round left for you.

    Out of that you’ve got to cut the grass, you’ve got to pay the staff to smile and you’ve got to get them in on a Sunday, which can be costly and difficult to recruit in France, etc., etc.

    We should train up every single general manager in France, England, wherever about yield management. There’s no shame in saying we don’t know how to do it. Why would you sell a green fee on a Sunday morning for 15 euros? Well some people are doing it because they think that it’s the right thing to do. They think that if they don’t do it they won’t have a customer.

    Well that’s not yield management, that’s shooting yourself in the foot. So, yes, I’m heavily into the business of helping managers to increase their customer satisfaction and their customer service which automatically, according to the lessons learned from Le Golf National, will turn into turnover.

    People will come back. Repeat play thanks to quality is a reality. Customer service will do that once people have had a chance to compare. Word of mouth is still your best advertisement!

    So all of that has gone through my thought process over the years.  I have moved away slightly from discounts without thought process. Which doesn’t mean that I don’t do it at all, but I have really professionalised my attitude towards yield management. I still do reductions, but I want to do them when I have a good chance of increasing my revenues! Not lowering them!

    GBN What is the impact of COVID on golf in France?

    PA  We’re pretty much back to what I would say is going to be normal as far as golfing is concerned.

    GBN  Normal or better than normal? There’s been a lot of talk about an increase in rounds played during July and August.

    PA  Oh yes, in terms of business July and August have been record months. They have been record months on a few Open Golf courses.

    GBN  Just a few moments left so can we talk about The Open Golf Club specifically? That’s the most recent announcement we’ve had about your career to date. You have been appointed as COO, I believe.

    PA   Open Golf Club is highly respected company here in France. They have been under the radar for quite a while. It’s a family business which today is still family-owned. Laurent Boissonas has taken up the reins. He wants to try and keep the spirit of a family company, but he definitely wants to modernise process and operations.

    We have some wonderful facilities. They are premium places like Le Touquet with the hotels and 45 beautiful holes and then 30 minutes up the road is Hardelot, which is a European Tour qualifying stage venue – although not this year because there won’t be any, thanks to COVID, but next year I guess. Hardelot has 36 magnificent holes, very, very well-known to the Brits but not so well-known to the French.

    Then we’ve got a van Hagge like Le Golf National at Seignosse, which is a magnificent golf course just north of Biarritz. In the mountains behind Cannes we have two golf courses and then around Marseille we have three and then in Paris we have two.

    So we’ve got some wonderful sites. These golf courses are not desperate for investment either because the family have always kept high capex levels on the courses and they are pristine but we need to look at positioning the chain even more in the higher end of the golf market, making sure people know who we are and what we are about.

    There’s a definite objective to do more customer service, modernising our approach by using modern tools such as online booking services. We also run all of the restaurants and hotels and we have a strategy there with some out of the box thinking.

    So we will be coming up with new concepts in 2021, bringing in new lifestyle concepts.

    The 9 hole concepts and the 6 hole concepts, they have a reason to be – there’s no doubt about it – but it’s still a lot about having a day out with friends or corporate friends. but you may need to do a couple of hours of work or an hour of work and deal with your emails before you go for the beer after a day of golf or after breakfast. We’re looking at that kind of aspect.

    So yes there is lots of work to be done at the golf courses we own and then the other part of my job with Laurent is we’re going to kick off some new business revenue flows and we’re also going to be looking at good opportunities to grow.

    GBN  Within France or beyond?

    PA I think we would look beyond but not too far.

    GBN  You are a very busy man, Paul.

    PA  I just love it and my family know it. I just love to be thinking and creating. I like to get into the office early and jot things down. It gives me a couple of hours before everyone else comes in just to formalise ideas. It’s exciting working on new concepts and when I’m happy at work I also perform better at home.

    GBN  That’s great Paul, thank you very much. Is there anything else that you would like to tell our readers?

    PA  Yes. Stay safe during the COVID crisis but come over to France as soon as it’s over and play some golf!

    59CLUB LAUNCHES NEW VIRTUAL MENTOR EXPERIENCE


    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.

    Paul Armitage will lead the expansion of 59club (customer satisfaction services) across Western Europe, Morocco and Tunisia.

    Thursday March 26, 2020

    59club continues its growth with the creation of the Western Europe and North Africa division in order to improve sales and services, by increasing customer satisfaction, turnover and profits

    January 30, 2020: Golf and leisure clubs, hotels, restaurants and spa destinations can now benefit from an in-depth vision of their operational successes and areas in search of improvement thanks to the formation of a division dedicated to France ; Belgium; The Netherlands; Swiss; Germany; Austria; Morocco and Tunisia.

    The new division will be managed by the highly decorated Director General of Golf National in Paris; Paul Armitage, who, alongside his other commitments, will also co-own and lead the expansion of 59club in Western Europe and North Africa. It is the latest addition to the world’s leading customer service specialists – currently operating across the UK, Europe, the Middle East, Africa, Asia and the United States. United.

    59club is renowned for their performance management tools, customer satisfaction surveys, mystery shopping audits, while training and education services are widely regarded as the best in their class in the industry. industry.

    With many world leading sites, 59club offers an acclaimed path to measure and develop levels of customer service and sales performance for staff. Their know-how and expertise hold the key to growth, which considerably increases the acquisition, satisfaction, loyalty and profitability of companies of all sizes.

    59club has been present across Europe for over 10 years after engaging with many leading golf and hospitality sites, including European Tour Destinations; Le Golf National, Terre Blanche, Diamond Country Club and Golf Club St Leon-Rot alongside Monte Rei, Alcanada and La Manga among many others. With a dedicated local presence, the grip of the 59club in the region is ready to perfect the golf, leisure and hospitality experience offered to consumers while pushing the club’s revenues to new heights.

    59club’s online dashboard allows these managers to compare results to the industry benchmark, top performing properties and even direct competitor sites of their choice, making it one of the the only way for sites to measure their performance within their market.

    After the launch of 59club Western Europe and North Africa, 59club CEO Simon Wordsworth said: “We are absolutely delighted to expand our range of services in Europe and North Africa and to start with launch of this new business. 59club is a people affair, we could not ask for better partners to lead this division than Paul Armitage and Sylvain Marcati who will drive our expansion in the region. We have the utmost confidence in both of them. Our data collection and analysis tools will help golf clubs and other hotel establishments get the most out of their activities and put customer service back at the forefront of club and resort management. It’s great to see our product now available in French. “

    Paul has worked in the golf industry since 2003. He held several site manager positions before joining group headquarters and successfully developing brands such as LeClub Golf.

    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 elevate levels of service and experience to resemble those of other golf destinations in major tournaments around the world.

    Working with 59club tools to help improve standards and with Paul’s knowledge of the needs of modern golfers – it’s a combination for success. So it was an obvious choice for Paul to help bring 59club to wider markets across Western Europe, Morocco and Tunisia.

    “Customer service must be the number one priority of all golf and hotel managers,” said Paul Armitage, partner at 59club Western Europe and North Africa. “In today’s world, competition is fierce. Once you lose a customer because of poor service, it’s likely they’ll never come back. This is why 59club was created. It is the only benchmarking tool specific to golf, leisure and hospitality in the world that provides this type of objective analysis, ensuring that operators make informed decisions to increase customer loyalty.

    “I am extremely proud to have excelled with the help of tools provided by 59club to the Golf National, and just as enthusiastic about the idea of ​​generating the same important successes for my peers across the region, as an association with 59club offers. ”

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


    High-profile venues across the UK and Europe recognised for service excellencein 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 10th 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 4th 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 10th 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

    Paul Armitage to drive 59club’s expansion of customer satisfaction services across West Europe, Morocco & Tunisia.

    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.”

    Venue Spotlight: The Scandinavian Golf Club 

    – After almost three years of unprecedented growth, David Shepherd, Chief Executive – The Scandinavian, reflects upon the power of 59club survey data and handing decision-making power back to his members.  

    .