The Importance of Hospitality to a Golf Club General Manager

Running a golf club is far more than managing a course. For a General Manager, every day is a blend of hospitality, leadership, and problem-solving. The GM sits at the centre of the operation, keeping the membership, the staff, and the facilities aligned. But while the role stretches across every corner of the club, one area consistently proves to be the heartbeat of the entire operation: Food and Beverage.

At Ace F&B, we see first-hand how a well-managed F&B operation elevates the entire member experience—often becoming the difference between a club that survives and one that thrives.

Here’s what the daily life of a GM looks like, and why F&B plays such a crucial part.

1. A Role With Many Hats

No two days are the same for a GM. Their morning might start with a walk of the course, followed by checking the bar, speaking with the chef, reviewing bookings, and preparing for the next event. The role demands flexibility and a strong understanding of how various departments connect.

Daily responsibilities typically include:

• Working closely with the greens team

• Supporting the bar and Food & Beverage operation

• Handling bookings and social events

• Managing rotas, training, and service standards

• Ensuring the clubhouse is presented well

• Monitoring financial performance

And while every department plays a part, the GM often returns to the same focal point of the club—the F&B offering, the social core that brings the entire membership together.

2. Members Are Front and Centre

Golf clubs are built on relationships. Members expect their GM to be visible, approachable, and supportive.

A strong GM:

• Knows the regulars

• Welcomes new members

• Listens to feedback

• Resolves issues calmly

• Communicates clearly

And where do most of these interactions naturally take place?

In the bar, the dining room, on the terrace—and even out on the course.

Because hospitality in a golf club doesn’t stop when members walk out of the clubhouse.

It continues on the tees, the fairways, and at every touchpoint during their round.

From halfway houses to on-course drinks delivery, competition support, or simply a friendly check-in while walking the course, great hospitality runs across the entire estate. When clubs get this right, members feel looked after wherever they are—not just when they sit at a table.

3. The Hours Aren’t Always Standard

Golf clubs don’t operate on traditional hours, and GMs are there when the club needs them most.

Typical days include:

• Early-morning course checks

• Late-night functions

• Weekend competitions

• Committee meetings

• Supporting staff during busy shifts

Almost all of these moments are tied to hospitality in some way—breakfast for competition days, after-round drinks, Sunday lunches, match catering, or on-course refreshments.

F&B is the thread that runs through the busiest parts of the day.

4. The Financial Side Really Matters

A GM has to balance service quality with strong financial discipline. Much of that responsibility sits within F&B, one of the biggest contributors to a club’s income—and one of the most common sources of inefficiency.

Key areas include:

• Managing budgets

• Monitoring membership income

• Reviewing stock and F&B margins

• Controlling labour

• Negotiating with suppliers

• Planning investment

Strong F&B performance leads to:

• Higher member satisfaction

• Better profitability

• Stronger event revenue

• Improved retention

• A more vibrant club culture

At Ace F&B, we believe great hospitality is both an experience and a commercial strategy.

5. A Strong Team Makes All the Difference

Every successful GM depends heavily on their teams—greens, bar, kitchen, front-of-house, events, office, and even halfway house operators.

A strong GM:

• Prioritises training

• Sets clear service expectations

• Supports the team on busy days

• Keeps communication flowing

• Builds a positive culture

And in F&B, team consistency is everything. Good training leads to better service, better standards, and better revenue.

6. Behind the Scenes: Where Hospitality Quietly Happens

Most members see the polished side of the club. Behind the scenes, the GM manages:

• Equipment breakdowns

• Supplier issues

• Staff shortages

• Stock challenges

• Last-minute bookings

• Menu changes

• On-course service logistics

And countless small details that shape a member’s experience without them ever knowing.

Many of the day’s biggest challenges—and biggest wins—happen in F&B.

7. The Reward: A Club That Feels Alive

Despite the long hours and the constant problem-solving, being a GM is incredibly rewarding. The best moments come when everything clicks:

• A busy, vibrant clubhouse

• Members enjoying themselves

• A well-presented course

• A confident, motivated team

• Events executed smoothly

• A strong F&B operation driving both profit and atmosphere

It’s in these moments that a GM sees the full impact of well-run hospitality—on and off the course.

General Manager meets a member in the clubhouse

In Summary

A golf club GM balances member experience, operational standards, financial control, and long-term planning. But across every area of the club, one department consistently influences the atmosphere, the culture, and the bottom line:

Food & Beverage.

Because great hospitality doesn’t just happen in the clubhouse.

It follows the member from the first tee to the final putt.

At Ace F&B, we help clubs strengthen this entire journey—creating an experience that feels polished, profitable, and consistent from course to clubhouse.