CMAE HORIZONS Spring 2026

CMAE HORIZONS

Page 1

RAISING THE BAR

STAFFAN TUOMOLIN

ACHIEVES CCE

Torbjorn Johansson

WELCOMES YOU TO

CMAE HORIZONS

THE FUTURE

FOR CLUBS

WITH Bill Sanderson

SPRING 2026

CMAE

HORIZONS

2026

EUROPEAN CONFERENCE

Registrations Open Now!

GET TO KNOW

Sharon Reekie

ECEF

Update

Page 2

CMAE HORIZONS

WELCOME

SPORT &

RECREATION

2026 EUROPEAN

CONFERENCE

MEET THE TEAM -

SHARON REEKIE

THE FUTURE FOR

CLUBS

SELF-MANAGEMENT

& OMELETTES

ECEF

HOWDEN TROPHIES

INSURANCE

CONTENTS

2026 SO FAR

INTERVIEW -

STAFFAN TUOMOLIN

CCM, CCE

THE STATE OF

PLAY

TABLE OF

Magazine produced by

CMAE HORIZONS

Page 3

FROM THE CEO

Torbjorn Johansson (Toby)

BOARD

ALBERTO IGLESIAS

CCM

CHRISTOPHER MAY

CCM

DEBBIE PERN

CCM

MICHAEL NEWLAND

CCM

NATHANAEL PIETRZAK

CCM

PAT BARRETT

CCM

CRISTIAN FIORA

CCM

ANN ROBBIE

Page 4

CMAE HORIZONS

WELCOME

Uncertainty has become part of our daily

lives since the beginning of the conflict

in the Middle East, with the heavy toll

on human lives and the significant

economic and logistical consequences

that all of us have been experiencing in

recent weeks. Even if at times we feel

that these conflicts are far from home,

we live in such a globalised world that

any event, in less than 24 hours, has

a direct impact on our personal and

professional environment.

CMAE is not immune to this reality: we are

part of these changing circumstances,

and we have a responsibility to adapt,

to correct our course where necessary,

and to anticipate the new scenarios that

are emerging. Our education program

remains on track with solid growth,

reinforcing our conviction that education

is the best investment to keep the club

industry moving forward, especially in

times like these.

The programs scheduled for May in the

United Arab Emirates remain in place

and we sincerely hope that the conflict

will end as soon as possible; however,

should it continue, CMAE already has a

plan B to keep supporting professionals

in opening new futures.

We have just come through a very special

month of February, from the 17th to

the 21st, taking part in the 99th World

Conference in Anaheim (Los Angeles),

where CMAE showcased its full potential

with our “army” of new CCMs, which

impressed everyone with their level and

confirmed that the work being carried

out is excellent and of very high quality.

As always, the Conference was highly

productive

for

those

who

attended, with hundreds of education

sessions and, above all, many hours of

networking that allowed us to explore

new business and learning opportunities

alongside colleagues from the United

States, Canada, Australia, South Africa

and other countries.

I would like to extend a special thank

you to Jeff Morgan, President & CEO

CMAA,

Jason

Koenigsfeld,

SVP,

Professional Development CMAA, and

to Jeffrey Kreafle, CEO Congressional

CC, for being outstanding hosts and for

their constant support in helping CMAE

occupy this privileged position, leading

the education of club managers in

Europe and the Middle East.

Together with Torbjorn Johansson, CEO

CMAE, this trip enabled us to hold a

CMAE HORIZONS

Page 5

series of meetings with all of them to strengthen and implement the changes we are

introducing so that we are fully aligned with CMAA requirements. These include the

removal of the case study requirement for obtaining the CCM designation, the transition

from MDP to BMI in the program nomenclature (while retaining the same content and

concept), and the elimination from now on of the former intermediate step, CMdip, so

that we will be at the same level as all other countries. Those who have already obtained

CMdip will retain their designation for five years.

Alberto Iglesias CCM

Just a few days ago we opened

registration for the XI European

Conference of CMAE in St Andrews;

it is hard to imagine a better

destination than the home of golf

to host one of the major events our

industry has ever experienced.

The Conference will coincide with

the 25th Anniversary of CMAE,

which we will celebrate from 26th

to 28th October, and it will be a

wonderful opportunity to reaffirm

that

education

remains

the

fundamental pillar of the modern

club.

I invite all of you who make this

growth possible to take an active

part, so that together we can

continue to care for, serve and

ensure that our members and

guests are as happy as possible and

fully enjoy their club.

President, CMAE

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CMAE HORIZONS

MEET THE TEAM

Sharon Reekie

As CMAE’s Certification & Association Manager, Sharon supports members from all

over the world as they work through their education and certification journey. With

20 years of experience, she brings a steady, knowledgeable approach to a role that

sits right at the centre of member support and programme coordination. We caught

up with Sharon to get to know her a little better, both in and out of the office.

What’s your job title, and how long have you worked at CMAE?

I am CMAE’s Certification & Association Manager and have been with CMAE for 20 years now. I

only recently started working directly for CMAE in March 2025.

What does your role entail?

I manage the global certification process in over 50 countries, reaching over 4,500 members.

I help managers on their pathway to sitting the exam, support them through verification

processes, and support candidates right through to the exam.

Communication is a key part of my job, and I am the first point of contact for most people

who get in touch with us daily, ensuring every member feels supported along the way. My job

also involves helping with all aspects of planning MDP programmes, assisting the facilitators,

advising managers on the best route for them, and promoting courses that would be most

beneficial.

What does a typical working week look like for you?

Catching up with the team, CCM verification work, helping managers on their pathway, first

point of contact for all emails, dealing with all enquiries and bookings, and all aspects of MDP

planning with the team.

Where in the world are you based?

I am based in Scotland.

What’s the most rewarding thing about your job?

Meeting people from all over the world and helping them on their education pathways to

achieve their goals. We also have a fantastic team.

What are your hobbies and interests outside of work?

I love photography, art, cinema and especially spending time with my son and recently a new

addition, causing the best kind of chaos, ‘Todd’ the Golden Retriever! Fun days out with family

and friends, mainly involving animals and walking in the Scottish countryside.

Favourite sports team?

Lando Norris, McLaren (Formula 1)

CMAE HORIZONS

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CMAE HORIZONS

The global club management community will gather this autumn for one of the

most anticipated events in the industry: the European Conference on Club

Management 2026. Taking place from 25–28 October 2026 in the historic town

of St Andrews, CMAE’s biennial conference will bring together general managers,

club executives and industry leaders from across Europe, the Middle East and

beyond.

Set against the backdrop of one of the world’s most iconic sporting destinations,

the conference will explore the evolving challenges and opportunities facing

modern club leaders. From leadership resilience and technological innovation

to storytelling, hospitality, and member engagement, this year’s speaker

lineup reflects the diverse skill set required to succeed in today’s complex club

environment.

CMAE HORIZONS

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Sarah Brennand

Modern Leadership: Mastering the

Balancing Act

Executive coach and leadership expert Sarah

Brennand will deliver a keynote, “Modern

Leadership: Mastering the Balancing Act.”

Leadership in today’s club environment

demands far more than operational oversight.

Managers are expected to drive commercial

performance, lead teams, maintain exceptional

member experiences and navigate increasing

pressure on their time and capacity. Brennand’s

keynote introduces a practical framework

designed to help leaders operate effectively

within this complexity.

Drawing on her book Balancing Act:

Mastering Work, Wealth and Wellbeing,

Brennand will present the Calibration Model,

which examines the relationship among three

key leadership dimensions: Money–Mission,

Mental–Physical

Health,

and

Work–Life

balance.

When these elements fall out of alignment,

leaders often experience fatigue, diminished

clarity and reduced performance. When

calibrated effectively, however, leaders gain

focus, resilience and a stronger sense of

direction.

Drawing on more than two decades of

experience working with senior leaders

across demanding sectors, Brennand will

explore practical strategies to strengthen

decision-making,

build

resilience

and

sustain performance in complex operational

environments.

“

Leadership in today’s club

environment demands far more

than operational oversight.

“

MEET THE SPEAKERS

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CMAE HORIZONS

Leadership expert Sarah Noll Wilson will

deliver a session exploring how leaders can

guide their organisations through periods of

change while maintaining trust, clarity and

engagement within their teams.

Her presentation will examine what people

truly need from their leaders during times

of uncertainty and how managers can adapt

proven leadership tools to fit their club’s

unique culture.

Known for her engaging and practical

approach, Wilson’s session will provide

delegates with actionable strategies that

can be implemented immediately — helping

leaders strengthen communication, build

stronger relationships and create resilient

teams capable of navigating evolving industry

challenges.

Sarah Noll Wilson

Leadership in Times of Change

“

Known for her engaging and practical approach,

Wilson’s session will provide delegates with actionable

strategies that can be implemented immediately

“

CMAE HORIZONS

Page 11

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CMAE HORIZONS

Few individuals have shaped modern British

hospitality more profoundly than Jeremy

King, who will deliver a keynote titled “Art of

Hospitality.”

Over the past fifty years, King has helped

define London’s restaurant scene, opening

legendary establishments such as Le Caprice,

The Ivy and The Wolseley, as well as more

recent venues including Arlington.

Through

decades

welcoming

guests

from across the worlds of culture, business

and politics, King has developed a unique

perspective on service, leadership and human

behaviour. In his session, he will reflect on

the subtle dynamics that define exceptional

hospitality — from communication and

empathy to the small gestures that create

memorable experiences.

King’s insights highlight how hospitality skills

extend far beyond restaurants. The ability to

read a room, resolve conflict gracefully, and

deliver thoughtful service directly translates

into leadership and member experience

within clubs.

Delegates attending the conference will

also receive a complimentary copy of King’s

book Without Reservation, offering further

reflections from his remarkable career.

Jeremy King

Art of hospitality

“

Through decades of welcoming

guests from across the worlds of

culture, business and politics, King

has developed a unique perspective

on service, leadership and human

behaviour.

“

CMAE HORIZONS

Page 13

Andrew Minty

Scaling Your Brand with Powerful Video

Storytelling

In an increasingly digital world, compelling

visual storytelling has become a powerful tool

for clubs seeking to strengthen their brand

and engage new audiences. Andrew Minty,

Qualified PGA Director of Golf and Advanced

Fellow Manager, will explore this opportunity

in his session “Scaling Your Brand with

Powerful Video Storytelling: From Vision

to Visibility.”

Andrew Minty will share how videography and

storytelling can transform a club’s marketing

strategy, drawing on real-world experience

from Langland Bay Golf Club.

Delegates will learn practical strategies for

capturing the natural beauty and character of

their course and translating it into compelling

visual content. When executed effectively,

these stories can attract prospective members,

engage sponsors and drive bookings.

With more than 20 years of club management

experience, Minty has received numerous

industry honours, including GCMA UK Golf

Club Manager of the Year, PGA Manager

of the Year, and Welsh Golf Club Manager

of the Year. His session promises practical

insights clubs can apply immediately to

strengthen their brand visibility and digital

presence.

“

Andrew Minty will share how

videography and storytelling can

transform a club’s marketing strategy,

drawing on real-world experience from

Langland Bay Golf Club.

“

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CMAE HORIZONS

Chris Tessone

AI in Action: Building Your Club’s Advantage

Technology continues to reshape the way

clubs operate and deliver value to members.

Chris Tessone, Chief Business Officer at

Congressional Country Club, will lead a

highly interactive session titled “AI in Action:

Building Your Club’s Advantage.”

Tessone

will

explore

how

emerging

technologies

and

artificial

intelligence

can

support

smarter

decision-making,

operational efficiency and enhanced member

experiences.

Designed as an interactive discussion, the

session will help delegates understand how

AI can be applied practically within club

operations — identifying opportunities to

improve service delivery while maintaining

the personal touch that defines exceptional

clubs.

“

Technology continues to reshape the way

clubs operate and deliver value to members.

“

REGISTRATIONS

OPEN NOW

Limited Early Bird places available for the

first 100 delegates

CMAE HORIZONS

Page 15

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CMAE HORIZONS

Welcome

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On the doorstep of St Andrews, where its famous greens meets the sea,

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Reserve your room when you register for the conference

CMAE HORIZONS

Page 17

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CMAE HORIZONS

EUROPEAN CLUB

EDUCATION FOUNDATION

Investing in the future of Club Management Today

the

ever-evolving

world

club

management, professional development is

key. The European Club Education Foundation

(ECEF) is at the forefront of ensuring that club

managers across Europe, the Middle East, and

North Africa have access to the resources,

training, and opportunities they need to

thrive.

Founded in April 2011 as the fundraising

partner of the Club Management Association

of Europe (CMAE), ECEF exists to provide

financial support for education, training, and

research initiatives in club management.

CMAE represents over 4,500 professionals

across more than 50 countries, spanning golf,

sports, health & fitness, leisure, city, and dining

sectors. Together, the two organisations are

committed to raising industry standards by

investing in the professional growth of current

and future club managers.

Mission and Impact

The mission of ECEF is clear: is to raise funds

with which to provide financial support for

the professional development of current and

future club managers through education,

training and research initiatives.

The foundation achieves this by offering

bursaries

support

attendance

educational programs based on CMAE’s

renowned

Management

Development

Programme (MDP). By providing financial

assistance,

ECEF

ensures

that

talented

individuals—whether established managers

or aspiring leaders—can access the tools and

experiences they need to succeed.

By supporting attendance at conferences,

training sessions, and MDP courses, ECEF

empowers recipients to expand their skills,

foster innovation, and ultimately raise the bar

for club management across the region.

CMAE HORIZONS

Page 19

Available Bursaries

ECEF offers a variety of bursaries to meet

the diverse needs of club management

professionals:

•

Joe Perdue Bursary – Awarded annually

to attend the World Conference on

Club Management and/or MDP 3.

•

Young Manager Bursary – For aspiring

managers under 30, granting access to

MDP 1.

•

Women in Club Management – Supports

female managers or aspiring managers

to attend MDP 1.

•

Ethnically Diverse Managers in Golf –

For current or aspiring managers from

ethnically diverse backgrounds.

•

European

Conference

Bursary

–

Enables attendance at the biennial

CMAE European Conference on Club

Management.

How You Can Help

ECEF is actively building a sustainable fund to

support professional development in the club

industry—and there are many ways to get

involved:

•

Donations – Monetary contributions or

goods and services can be converted

into funds through auctions, raffles,

and events.

•

Scholarship

Sponsorships

–

Clubs,

companies, or individuals can sponsor

a course or series of courses for

deserving managers.

•

Auctions & Social Events – Hosting an

auction or fundraising dinner can

directly support ECEF’s initiatives.

•

Promotions

–

Organise

sales

registration

promotions

with

percentage of proceeds donated to

the foundation.

Whether through attending an MDP course,

applying for a bursary, or contributing to

the foundation’s fundraising efforts, your

involvement can make a tangible difference

in the industry. Together, we can ensure that

the next generation of club managers has the

knowledge, tools, and support to lead with

excellence.

For more information about bursaries,

donations, or fundraising ideas, contact

ECEF CEO TORBJORN JOHANSSON or

FIND OUT MORE ON THE WEBSITE

Page 20

CMAE HORIZONS

STILL RAISING

THE BAR

Staffan Tuomolin Achieves CCE

The BIG Interview this edition is with Staffan Tuomolin, CCM, CCE. Staffan has been a

member of CMAE for 20 years.

During that time, he has been a pioneer in club management in Finland and instrumental

in bringing MDP courses to the country for the last two consecutive years. Last year,

Staffan received his CCE (Certified Chief Executive) qualification, so we sat down with

Staffan to reflect on his journey so far and what the immediate future holds.

Gavin:

Staffan

Tuomolin,

thank you very much for

taking the time to speak

with us today. You’re a long-

standing member of the

CMAE, someone who has

dedicated your professional

career to club management.

Let’s start at the beginning

- how did you get into club

management?

Staffan: I started young.

I was 14 when I began

working at a golf club called

Nordcenter, near where I

grew up in Finland. My first

job was picking balls at the

driving range. Over time, that

led to other responsibilities:

helping

reception,

working on the course, and

assisting wherever needed.

It gradually evolved into

something more than just a

summer job.

worked

there

through

my studies, returning each

summer. After graduating

from

business

school,

managed an indoor golf

Staffan recieving his CCE award.