How the new CMAE’s benchmark study important to golf clubs?

By: March 10, 2017

Rob Hill (Partner, Global Golf Advisor) wrote in his guest post in January 2017 that a possible excuse of golf club managers for not embracing data analytics is that they do not have the tools with which to gather and analyze data.

A few days ago, the Club Managers Association of Europe (CMAE) has launched probably the most comprehensive club and golf benchmarking study (delivered by Global Golf Advisors (formerly KPMG Golf Practice)) ever undertaken in Europe.

CMAE logo

The study will gather, analyze and report on data relating to:

  • Membership absorption and attrition levels, rates and categories
  • Staffing and Remuneration
  • Food and Beverage
  • Utilisation
  • Capital Maintenance and Development
  • Golf Course Maintenance

Probably, the biggest benefit for the European golf club managers is that they will know the latest highly relevant golf industry trends and best practices.

At first sight, this is a very ambitious initiative. I cannot avoid mentioning KPMG when it comes to golf benchmarking. In comparison to KPMG’s Golf Benchmark (about golf course operation, golf and real estate development, golf tourism, the economic impact of golf and other golf-business related topics), CMAE‘s golf benchmarking initiative seems much more detailed and practical.

Although the study will measure vital operational performance metrics and industry-wide trends, the golf club managers should not think that they can avoid investing in data analytics. Their work will be just a little bit easier by having industry benchmark figures.

If I were a golf club manager these would be among my first steps:

  1. Understand the golf club’s current process performance gaps (e.g. performance planning factors, day-to-day coaching factors, performance evaluation factors, job and career development factors).
  2. Obtain support and approval from the management of the golf club.
  3. Agree on the primary metrics.
  4. Agree on what to benchmark.
  5. Develop a data collection plan.

There is no cost for participation and for those clubs that do contribute, CMAE will present them with a complimentary copy of the comprehensive European Report. National reports may also be available through CMAE Alliance Partner Associations.

Rob Hill promised to publish the first European Report later this year at CMAE’s 2107 European Conference.