“Why I Use Tailored Training with new Hires” – An Anonymous Op-Ed on Hospitality Training

Thursday September 28, 2023

In the bustling universe of the hospitality industry, a seasoned manager with over two decades of experience shares their valuable insights into the transformation of employee training.

They, obviously, preferred to remain anonymous, but they did not hold back.

“From the days when face-to-face sessions were the norm, to today’s digital age where countless online resources are available, there’s a discernible contrast between broad, free online training tools and specialized solutions tailored to the unique challenges of the hospitality sector.

“I need someone to come in and get it right away. I need a program to help me make it easy. Custom training allows me to make that message clear as day from day one. Only way I can do that is have everything ready to go from the word ‘go’.”

Here’s five reasons why our “anonymous” manager uses 59club training tools.

1. Universal Approaches vs. Custom-tailored Solutions

The first notable distinction our anonymous manager emphasized is the inherent nature of these tools. Free online platforms tend to take a one-size-fits-all approach. While rich in total information, these tools often present a dilemma, as venues have to differentiate between what’s pertinent to them versus other industries, or worse – bad habits from the industry itself.

And when it comes to bad habits learned form bad organizations, how do you make it right?

2. Content Depth Matters

The vastness of free online resources, though impressive, frequently falls short when it comes to the intricacies needed for complex operations. This manager points out that hospitality venues are multifaceted, encompassing departments from housekeeping to front desk operations, from customer service to event management. Each has its nuances and demands. Specialized training solutions cater to these areas with depth, ensuring holistic development.

“We need a real understanding of every facet on every level of our operations. There’s no way we can expect a retail associate to have the same rapport as our seasoned desk clerk…unless they trained together and understand our collective goals. Frankly, we need everyone on board from their first day. If we miss an opportunity to provide exceptional service, we’ll never get it back.”

3. Adapting to an Ever-changing Landscape

Another key observation from this industry veteran is the rapid evolution within the hospitality sphere. Guest expectations, technological innovations, and market dynamics are in perpetual motion. Free tools, despite their periodic updates, might not capture these real-time nuances. A dedicated solution, they hint, keeps pace with industry fluctuations, ensuring relevancy.

4. The Value of Community and Networking

One underrated advantage of specialized solutions, as per this manager, is the community they nurture. Engaging with dedicated platforms often opens doors to network with industry peers, exchange best practices, and learn collectively. Such opportunities are generally sparse on generic platforms.

In other words, “make it personal.”

“I want personal rapport. I want my associates to know our guests better than I do. But we cannot create than environment or ‘want to’ without clear expectations and 59club’s training tools make that easy for us. We can easily tell our new hires and our junior associates what is expected of them in this business. There’s no confusion.

5. Gauging the Return on Investment

This seasoned hospitality manager is a firm believer in the adage: “You get what you pay for.” While acknowledging the benefits of free training tools, especially for entities with limited resources, they stress the undeniable ROI seen with specialized solutions. Investing in a dedicated platform wasn’t merely an expense for them but a strategic pathway to sustainable growth.

This industry insider’s journey over two decades illuminates that training methodologies’ progression isn’t just a shift from traditional to digital or from paid to free. It’s about recognizing the layers of hotel operations and aligning with tools that resonate with those goals. The anonymous manager believes that while free online platforms have their place, the depth, customization, and real-time adaptability of specialized training solutions can be the game-changer for the hotel industry. Their insights serve as a beacon for those charting their path in the dynamic world of hospitality.

59club USA vs. Generic Free Survey Tools: What Sets Them Apart

Tuesday August 22, 2023

Navigating the sea of survey tools online can be daunting. However, when you understand the depth and precision of specialized tools like 59club USA’s, the choice becomes clear. We’re not here to waste your time. Here’s a breakdown of the key differences between 59club USA’s industry-leading survey tools and generic free alternatives:

1. Industry-Specific Templates:

While many free tools offer basic, broad templates, 59club USA’s platform is tailored for the intricacies of the daily fee/resort golf, private club, spa, and HR sectors. This ensures we have questions in our templates that are relevant to your business. New Member Surveys, Daily Fee/Resort Guest Surveys, Event Surveys, Exit Employee Surveys, etc.

2. Integrated Software with Instant Feedback:

Most free survey tools require manual dissemination and lack real-time feedback features. 59club USA’s surveys are not only automatically sent based on user interactions but also provide instantaneous feedback, crucial for businesses that require timely data.

3. Comprehensive Benchmarking:

Feedback in isolation has limited use. 59club USA offers the added advantage of industry benchmarks, allowing businesses to compare their performance against competitors. This vital feature is often missing in basic free tools, depriving users of holistic insights and regional factors.

4. Granular Demographic Filters and Automated Analytics:

The power of a survey lies in understanding specific segments of respondents. While free tools may offer basic analytics, 59club USA allows businesses to deep dive into feedback using demographic filters. Whether it’s age, gender, membership type, or how long they have been a member, the tool gives precise insights.

5. Unlimited Surveys with Custom Flexibility:

Free tools often cap the number of surveys you can send, the number of respondents you can reach and even the questions you can ask! 59club USA, however, offers unlimited surveys regardless if using our industry leading, unbiased templates or a set of your own custom, private questions. Businesses can customize questions to their heart’s content.

6. Delivery Method

59club can deliver surveys through the traditional email link process. These messages can be white labeled to your brand. We can also create QR Code surveys for the mass collection of data at, for example, the golf shop, restaurant menus, golf carts, fitness center, etc.

Don’t guess. Know. Click here and learn more about 59club USA.

Why Great Club Leaders Mystery Shop Their Operations

Sunday June 11, 2023

59club Mantra – “MEASURE, TRAIN, SUPPORT”. But what does that mean? By definition, a Mantra is a word or phrase that is repeated often or that expresses someone’s basic beliefs. So why do we use this as our Mantra?

The company was born out of mystery shopping the club/golf business about 15 years ago, so let’s start there. What is mystery shopping? Mystery shopping is a practice that helps a business to better understand the experience of customers (in our case, members, or guests). It implies field-based research done by independent auditors who pretend to be customers. They are called “mystery shoppers.” They visit a particular club and gather information about the quality-of-service delivery and products. Since mystery shoppers pose as customers, it allows them to get an objective opinion of the club they study. Whenever a mystery shopper dispatches to visit a club or course, they have a list of criteria with them that was compiled by industry experts. And based on these criteria, the mystery shopper evaluates service delivery and the professionalism of the club’s employees. By having these specific criteria, it allows a consistency of reporting from month-to-month and mystery shopper to mystery shopper. It also helps keep the report objective, not subjective.

So why should a club/golf course mystery shop their operations? The purpose of mystery shopping is to evaluate the club’s customer (member or guest) service and highlight any areas of excellence and point out any opportunities that may be present. It is a very easy way to see a business from the eyes of the consumer. This information helps clubs know what is being provided to the customer and how that service is perceived. What it is really good at doing is improving the club’s experience for the everyday customer.

Customer service is what helps clubs gain loyal members & guests and improves the experience for everyone who visits. Employees become the face of a company and exceptional service can cause the company to create a positive reputation in the community. Depending on the type of club, quality customer service could provide a wealth of information that you would not otherwise receive. This is true for almost any type of mystery shop that you can be a part of. For example, private clubs can learn how their membership sales team handles both the all-important inquiry phone call and how they deliver the tour with the prospective member. Are they asking the “right” questions to learn about that potential member? Are they promoting back to that prospect what is important to them in their buying decision? Are they following up with their prospects? How else can you find this out? At the Resort or Daily Fee clubs, how is your staff treating that customer from the time they make their tee time until the time they leave your club? Are they using the customer’s name? Are they engaging them with a high-level of hospitality (eye contact, engaging conversation, etc.)? Or are they just processing them through the operation? How do you really know what is happening when you are not standing there? There is a wealth of information that can be provided to enhance the customer’s experience and make them wiser in their everyday experience. Mystery shopping can reveal the strengths and weaknesses of your business, which can help you develop a strategy to enhance customer experiences and increase sales.

Before deciding on mystery shops, you need to ask yourself, “are you TRAINING to a particular standard?” No one wants a gotcha moment. It’s that moment when someone tries to find that “But you should have known” moment. Unless you TRAIN to exacting standards, your crew may not know what the expectation of guest service is, much less how to deliver it. So, before you judge your crew, make sure you are MEASUREING what you are TRAINING. We have several tools that can assist with TRAINING at any club.  

Once you have the report, be thoughtful in how to present the mystery shop results to your team. When you use a secret shopping company, don’t just print the report, and stick it on the employee bulletin board. Good or bad, it should be reviewed by the leadership team first and then you should set up a private time to review any specific results with a particular staff member. In that conversation, we recommend you ask that staff member how they thought they did? SUPPORT them by letting them be part of setting up the goals they’d like to improve on. Getting buy-in at this point in the process will help you hold them accountable for the next time they get shopped.

One exception to the idea of reviewing these results in private is when someone really nails it. Celebrating that staff member in public, around their fellow team members at a staff meeting or a daily line up for example, can go a long way to getting the team to buy into why you are mystery shopping to begin with. It can help create a culture where you are looking to find the team doing it right. Do you know anyone who doesn’t like to be acknowledged for being exceptional at something?

After those most responsible for the score have been celebrated or coached, where appropriate, you can share the highlights with the entire team. Delete the names, dates, and times so they can’t guess who was responsible for delivering the service.

In summary, the benefits of mystery shops:

  1. Monitored and MEASURE service performance
  2. Improves customer retention
  1. Makes employees aware of what is essential in serving customers
  2. Monitors facility conditions
  3. Ensures product/service delivery quality.
  4. Allows for competitive analyses between locations
  5. Identifies TRAINING needs and sales opportunities
  6. Ensures positive customer relationships on the front line.
  7. Helps increase sales.
  8. Rewards hustle by employees who work hard to SUPPORT customer’s needs. 

Back to the start, our Manager – MEASURE-TRAIN-SUPPORT. It is a Mantra we believe in, and we know that works when implemented correctly as evidenced by our over 650 club clients worldwide.

Boost your F&B operations

Thursday June 1, 2023

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

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

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

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

These “slow” days offer an opportunity for creative solutions that can boost sales and enhance member satisfaction. If the data suggests that you should remain open, and let’s 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. 

Celebrating Simon Wordsworth

Monday May 29, 2023

We are thrilled to share some great news about our founder, Simon Wordsworth, who was recently recognized 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, recognizing Simon’s significant contribution to the golf industry and his immense expertise in club management. He is one of only 61 PGA members to have been granted this honor. 

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 organizational 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. 

Avoid this costly question

Thursday May 25, 2023

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

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

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

The Ineffectiveness of “Can I Help You?”: 

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

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

Missed Sales Opportunities: 

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

Bridge the gap between Expectation and Experience

Wednesday May 17, 2023

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. 

Spotlight: Matt Barr, We-Ko-Pa

Thursday May 11, 2023

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

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

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

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

10 Reasons Why Golf Club Managers Need 59Club USA’s Satisfaction Surveys

Wednesday April 26, 2023

Golf club managers are always looking for ways to improve their operations and keep their members, guests and staff satisfied. One of the most effective ways to achieve this is by utilizing satisfaction surveys. In particular, 59Club USA’s survey tools have proven to be an invaluable asset to golf clubs across the country. Here are ten reasons why golf club managers need 59Club USA’s satisfaction surveys:

Actionable Insights Through Rolling Surveys

Onboarding new members or employees can be a significant challenge for all clubs. Thankfully, 59club USA’s rolling surveys eliminate some of the guess work regarding your newest addition. These survey tools automatically ask your new members and employees a set of questions regarding their new position at set intervals to measure how a new person at your club (member or employee) is feeling about their choice to join your club. This not only gives you a chance to correct any negative feelings, but also identifies trends over time regarding your entire onboarding process.

In the same vein, member and employee exit surveys provide insight into the real reason behind why someone leaves (whether they are a member or an employee). A few well thought out questions placed into a survey like this will, over time, give the leadership of the club great insights on why people leave and identify trends to make necessary changes.


59Club USA’s survey tools also allow golf clubs to benchmark their performance against industry standards. This provides golf clubs with a clear understanding of where they stand relative to their competitors and helps them identify areas where they need to improve.

Improved Customer Satisfaction

Perhaps the most obvious benefit of utilizing 59Club USA’s satisfaction surveys is that they help improve customer satisfaction. These surveys provide valuable insights into what members and guests like and dislike about a golf club’s services, facilities, and staff. Armed with this information, golf clubs can make necessary improvements to better serve their members and guests.

Better Operational Efficiency

59Club USA’s survey tools also help improve operational efficiency. By identifying areas where operations can be streamlined, golf clubs can reduce wait times, improve communication with members and guests, and generally create a more efficient and effective environment.

Increased Revenue

Happier members and guests mean more revenue for golf clubs. By improving customer satisfaction, golf clubs can attract more repeat business and new members and guests. In addition, members and guests who are satisfied with their experience are more likely to spend money on additional services and merchandise.

Competitive Advantage

Golf is a highly competitive industry, and golf clubs are constantly looking for ways to gain an edge over their competitors. By utilizing 59Club USA’s satisfaction surveys, golf clubs can identify areas where they excel and areas where they need to improve. This information can be used to differentiate themselves from their competitors and provide a better overall experience for members and guests.

Customizable Surveys

59Club USA’s survey tools are highly customizable, which means that golf clubs can tailor their surveys to meet their specific needs. This allows golf clubs to focus on the areas that are most important to their members and guests and operations.

Easy to Use

59Club USA’s survey tools are also easy to use. Golf clubs can easily distribute surveys to members and guests and collect data in a timely manner. This allows golf clubs to quickly identify areas where they need to make improvements and implement changes.

Staff Development

59Club USA’s survey tools also provide valuable feedback on staff performance. This feedback can be used to identify training and development opportunities for staff, which can improve overall customer satisfaction and operational efficiency.

Continuous Improvement

Finally, 59Club USA’s survey tools promote a culture of continuous improvement. By constantly collecting and analyzing customer feedback, golf clubs can make ongoing improvements to their operations and services. This helps ensure that they are always providing the best possible experience for their members and guests.

Club managers should consider utilizing 59Club USA’s satisfaction surveys to improve customer satisfaction, operational efficiency, and revenue. With customizable surveys, actionable insights, and benchmarking capabilities, these survey tools provide golf clubs with valuable information that can be used to make meaningful improvements.

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

Monday April 17, 2023

Running a golf club located in one of the most luxurious destinations in the world, Abu Dhabi, certainly puts a premium on excellent customer service. The city attracts a diverse range of visitors from all around the globe, from business executives to leisure travelers, all of whom expect a high level of service and experience and are accustomed to top-notch treatment wherever they go. In a place like Abu Dhabi – and for general manager of Abu Dhabi City Golf Club, Rhian Lobo – investing in customer service operations is crucial to meet the expectations of both local and international guests.

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

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

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

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

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

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

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

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

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

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

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

59club USA Welcomes Logan Smith to the Team

Wednesday April 12, 2023

59club USA announced today Logan Smith has joined the team in an administrative operations role. Smith will help manage the recruitment, training, and coordination of 59clubUSA’s Mystery Shopper team and assist with marketing and social media for 59clubUSA. 

“We are thrilled to welcome Logan to our team. Her background in recruiting and patient advocacy, combined with her passion for process improvement and customer satisfaction, make her an invaluable asset to our organization,” said Mike Kelly, Managing Partner of 59club USA. “We were impressed by her dedication to teamwork and building trust among colleagues, and we look forward to seeing the positive impact she will have on our administrative operations.”

Smith has a background in recruiting and patient advocacy and is passionate about teamwork and building trust among her colleagues. Logan’s interest is in process improvement to increase customer satisfaction and providing efficiency in all administrative operations.

Smith graduated in 2020 with a bachelor’s degree in Psychology from Georgia College & State University. She now lives in Jacksonville, Florida with her husband Alexander, and son Elijah.

“I am thrilled to join this team and bring my passion for teamwork and process improvement to this role. My background in recruiting and patient advocacy has taught me the importance of building trust among colleagues and ensuring customer satisfaction. I look forward to utilizing my skills and experience to increase efficiency in all administrative operations and contribute to the growth of the company.”

The Top 7 Features of 59Club USA’s Golf Club Survey Tools

Tuesday April 11, 2023

59Club USA’s golf club survey tools are a powerful resource for golf club managers looking to improve their operations and enhance customer satisfaction. With customizable surveys, real-time reporting, and benchmarking against industry standards, these survey tools offer numerous benefits to golf club managers. Here are the top seven features of 59Club USA’s golf club survey tools:

Automated, “Never-Ending” New Member/Employee Survey Series

Arguably the most important feature of 59club USA’s survey tools is the “never-ending” survey including the “New Member Survey” and the “New Employee Survey” which significantly enhances your club’s onboarding process. These surveys ask different questions at specific intervals to the same person over time. The goal is to measure how a new member or employee feels about their experience at the club and identify any negative responses early on and quickly correct them.

Customizable Surveys

One of the most significant features of 59Club USA’s golf club survey tools is the ability to customize surveys to suit specific golf clubs’ needs. This allows golf club managers to collect targeted feedback on specific areas of their operations, such as customer service, course conditions, or food and beverage service.

Real-Time Reporting

Another compelling feature of 59Club USA’s golf club survey tools is the ability to generate real-time reports. This enables golf club managers to quickly access and analyze survey results and identify areas where improvements can be made. The real-time reporting also allows managers to address any issues immediately, enhancing customer satisfaction.

Benchmarking Against Industry Standards

59Club USA’s golf club survey tools also offer the ability to benchmark against industry standards. This means that golf club managers can compare their performance against other golf clubs in the industry and identify areas where they may be falling short. This feature allows managers to set goals for improvement and work towards becoming a leader in the industry.

Multiple Survey Delivery Options

59Club USA’s golf club survey tools offer multiple delivery options, including email, text message, and QR codes. This allows golf club managers to reach members and guests through their preferred communication channels, increasing the likelihood of receiving valuable feedback.

Actionable Insights

Another significant feature of 59Club USA’s golf club survey tools is the ability to provide actionable insights. The survey results are presented in an easy-to-read format, highlighting areas where improvements can be made. This feature enables golf club managers to make data-driven decisions and take actions that will have a positive impact on their operations.

Professional Support

Finally, 59Club USA’s golf club survey tools come with professional support. The team at 59Club USA is available to provide guidance and support throughout the survey process, ensuring that golf club managers get the most out of the survey tools. This feature gives golf club managers peace of mind knowing they have access to expert advice and support.

59Club USA’s golf club survey tools offer numerous benefits to golf club managers, including customizable surveys, real-time reporting, benchmarking against industry standards, mobile-friendly surveys, multiple survey delivery options, actionable insights, and professional support. These features provide golf club managers with the information they need to make data-driven decisions and improve their operations, ultimately enhancing customer satisfaction and increasing revenue.

5 Ways to Use 59Club USA’s Hospitality Survey Tools to Boost Your Club’s Bottom Line

Monday April 3, 2023

59Club USA’s hospitality survey tools are a valuable resource for club managers looking to boost their bottom line. By providing insights into areas such as food and beverage service, customer service, and retail sales, these survey tools can help clubs improve their operations and generate more revenue. Here are five ways club managers can use 59Club USA’s hospitality survey tools to boost their bottom line:

Identifying Employee and Member Exit Trends

Any club manager will tell you it costs significantly more to onboard a new member or employee than it does to keep an existing one. With 59club USA’s rolling employee and member exit surveys, club managers can identify trends and make changes to current operations in an effort to keep employees and members on the roster.

Enhance Food and Beverage Service

Food and beverage service is a significant area for clubs to focus on when it comes to boosting their bottom line. By utilizing 59Club USA’s hospitality survey tools, club managers can gather feedback from customers on their dining experiences. This feedback can be used to identify areas where improvements can be made, such as menu offerings, quality of food, and speed of service. By improving their food and beverage service, clubs can generate more revenue from dining sales and attract more customers.

Boost Retail Sales

Retail sales are a significant revenue source for clubs, and 59Club USA’s hospitality survey tools can help club managers maximize their retail sales. By collecting feedback from customers on their shopping experiences, club managers can identify areas where improvements can be made, such as product offerings and store layout. This feedback can be used to make changes that will enhance the overall shopping experience for customers, ultimately leading to more sales and revenue.

Identify Marketing Opportunities

59Club USA’s hospitality survey tools can also help club managers identify marketing opportunities. By collecting feedback from customers on their overall experience, club managers can identify areas where they excel and differentiate themselves from their competitors. This information can be used to develop targeted marketing campaigns that highlight the club’s strengths and attract more customers.

Measure Success

Finally, 59Club USA’s hospitality survey tools can be used to measure success. By collecting feedback from club members and employees over time, club managers can track their progress and measure the success of their improvements. This data can be used to identify areas where further improvements can be made and to continue to boost the club’s bottom line.

Club managers can use 59Club USA’s hospitality survey tools in various ways to boost their bottom line. By improving food and beverage service, enhancing customer service, boosting retail sales, identifying marketing opportunities, and measuring success, clubs can generate more revenue and attract more customers.

Meet The Newest Addition to the 59club Global Data Armada – 59club Study.

Wednesday March 22, 2023

For those of you who are new to 59club Study, the platform connects curious Club Managers and industry personnel from around the globe through quick, anonymous surveys. This creates opportunities to explore operational decision making from a wide range of operators in different locales, under different cultural norms and then learn from each other.

59club Study’s goal is to build a professional network, driven by data and club research, with a strict focus on collaboration and tackling tough topics together. As a 59club client, you now have free access to this incredible tool.

Built by hospitality managers for hospitality managers, 59club Study’s purpose is to provide qualitative and personal survey results that complement 59club’s unbiased and quantitative survey results. By utilizing 59Club Study, golf course operators and managers can gain valuable insight into the individual experiences of their customers and receive personalized feedback to improve customer satisfaction.

Having both quantitative and qualitative survey results is important for gaining a comprehensive understanding of customer satisfaction. While quantitative surveys provide important numerical data, such as ratings and rankings, qualitative surveys provide valuable context and specific feedback. By combining both types of surveys, golf course operators and managers can obtain a well-rounded view of their customers’ experiences and make informed decisions to improve their business. Furthermore, the personalized nature of Club Study’s surveys allows operators and managers to receive specific feedback on how to address individual customer needs and concerns, ultimately leading to improved customer satisfaction and loyalty.

Sign up today!

The Power of the Phone Call – New Membership Prospects

Wednesday March 1, 2023

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

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

Ask yourself how many opportunities are lost if the phone goes unanswered? Or if the correct staff member is on holiday or sick? So when you consider that on only 58% of occasions did our 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 in the initial enquiry call is building a rapport with the caller. This comes naturally to an engaging staff member but is lost when the wrong person tries to deal with an enquiry.

An engaging staff member will seek to build a rapport, asking them 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 better understanding of their prospects, as they achieve 77%.

Asking what has prompted the enquiry is likely to provide you with further valuable information, both spoken and unspoken. 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, either now or later, after a visit.

There are a plethora of reasons why somebody will make the initial call, but without delving into them, it will be harder to persuade them to put pen to paper. The podium clubs have realised this and without fail, they ask this question every time (100%); the industry average is at 70%.

Furthermore, establishing the caller’s primary requirements for a membership – competitive golf, the social aspect, entertain clients, meet new people etc – leads to other opportunities to ‘excite’ 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 real 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. The importance of this approach seems to be lost on many clubs, however, with a podium score of just 50% and, even more disappointingly, an overall industry rating of just 14%.

Using all of the personal information learned, you are now in a position to make a related promotion of the club’s members services, 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 only with a rating of 55%, and the podium not much higher at 72%.

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 the coming months we will look at how the appointment should be structured.

If you would like to take a closer look at the membership sales process, visit Mentor to fill any short comings in your membership sales enquiry process.

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

Thursday February 9, 2023

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

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

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

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

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

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

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

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

  • 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.

Incentive Referral Programs – Are They Worth It?

Wednesday December 7, 2022

Keeping good talent is hard work. Hiring new talent is even harder. 59club USA – in partnership with 59club Study – conducted a survey of 67 private club managers on the effectiveness of their recruitment tools with regard to hiring new, non-management staff. The results are interesting.

Most clubs employ the standard practice of creating and populating a “careers” page on the club website, but without putting money towards advertising the page, the number of visitors is extremely low. Of the 67 participants in the study, seven said social media is their main recruitment tool. Makes sense when you consider how much Meta (formally Facebook) has invested in their employment marketplace. The majority of participants (47%) selected “specific online tools” as their recruitment vehicle of choice. Again, not surprising. Ziprecruiter and others changed the hiring game decades ago and have enjoyed monumental success – to the point of some companies even purchasing stadium naming rights.

But of the private club operators surveyed, only 30% of participants say they employ a referral program. And NONE said they offered an incentive program. With unemployment at a 20-year low, and one participant saying “all recruitment is extremely challenging for us,” and another operator stating “our members are our best recruitment tool,” why would those operators not offer a time tested program? There seems to be a disconnect.

Here are a few reasons to try out an incentive-based recruitment program at your club:

Employees who refer their friends or colleagues are more likely to refer individuals who are a good fit for the company culture and values. These individuals are already familiar with the company’s work environment and are likely to be a better fit for the team. This can lead to higher retention rates and better overall job satisfaction.

Another reason employee referral programs are successful is because they often result in faster hiring. Employees who refer their friends or colleagues are usually able to provide a strong recommendation, which can expedite the hiring process. This is especially important for companies that are looking to fill a position quickly.

In addition, employee referral programs can also be cost-effective. Traditional recruitment methods, such as posting job ads and using recruiting agencies, can be expensive. By relying on employee referrals, companies can save on these costs while still attracting high-quality candidates.

Finally, employee referral programs can also help companies improve their employer branding. When employees refer their friends and colleagues, it sends a message that they are happy and satisfied with their job. This can help attract more top talent to the organization.

Study Finds Managers are Way Too Stressed

Friday December 2, 2022

The holidays can be stressful. And while most people are busy worrying about what their kids want for Christmas or how to ensure their mother-in-law doesn’t bring up that embarrassing story or the time you burned the roast, club operators are stressed for different reasons. Employee turnover and training, increased quotas despite slowing demand and decisions based on holiday hours are stressing out club operators all over the country. In fact, a recent survey of American club operators found the stress level of an average golf club general manager is a whopping 7.6 out of 10. That’s not exactly reminiscent of a cool breeze on a tropical island.

So, we have a group of stressed-out managers during the most stressful time of the year. How can we not only alleviate that stress in the short term, but also make sure managers are better prepared to handle stressful situations in the future? In short, look at the data. Here are a few examples.

Mystery Shopping Data – On Course

Especially for clubs in traditionally warmer climates who overseed their fairways, mystery shopping data provided by 59club USA ensures operators have the most up-to-date data on the health and playability of their golf courses. So, while operators are busy putting together holiday specials, employee schedules and new F&B options for a winter menu, they can rest assured they know where all problem areas are on the golf course and begin to remedy any issues as they arise. 

Member Survey Data – New Menus

Do my members want a special holiday menu? What about a traditional winter cocktail like spiked eggnog or hot chocolate? How would you know? Using 59club USA survey tools, managers can ask questions of their members in and collect data to help them make decisions about what new or seasonal menu items would be nice for the holidays. No more guesswork. What about using an example of what type of entertainment to use for the NY Eve party? Live band, DJ, Casino Night, etc. to get input on that decision and then once the party is over, finding out what the members thought of that special evening through a follow up survey

Mystery Shopping Data – F&B

Picking up from the previous example, the member survey returned data suggesting the vast majority of members would like an addition to the menu in the form of spiked hot chocolate. Are your servers pushing that new drink? After all, your purchasing manager just spent additional funds to service that request. Mystery shopping data from 59club USA will alert managers if their servers and other staff are not pushing specials or upselling drinks at the club.

Take the stress out of management. To learn more about 59club USA mystery shopping and survey tools, contact managing partner Mike Kelly – mkelly@59clubusa.com

Using Data to Drive Holiday/Special Operations

Thursday November 24, 2022

The holiday season is officially here, and for club operators, that means added stress in nearly every aspect of your business. Will you have the staff you need to provide the service your members and guests expect? Should you open earlier or later than usual? Do football games and World Cup soccer matches mean specials, promotions, advertising dollars, extra seating or new televisions? Should you offer a special menu for the winter holidays? Should you even open your doors at all?

My goodness, look at all these questions. If you’re not armed with advanced, unbiased data to help you make decisions, you might leave money on the table, or worse, disappoint some of your best customers and employees. 59club USA’s survey tools can simplify your holidays by providing you and your team unbiased insight into what your members, guests and staff need for a successful and fun Holiday.

Let’s look at a few examples.  

Special operations for special days

While many Americans use the holiday season to connect with friends and family over dinner and discussion, there are still thousands – especially empty nesters – who spend the day at your club. Using 59club USA survey tools, managers can identify what is most important for members who will dine at the club like special menu items, special holiday hours, or the ability to host large groups.

Once you’ve made a decision based on data collected from members and their guests, it’s now time to figure out if you’ll need extra staff to accomplish your goals. Who has availability to work and who would rather spend time with family that day? If you’re opening earlier than usual, will the same opening staff still be able to make it?

This type of actionable survey data eliminates the guess work and puts you and your managers in the best position to succeed.

Capitalizing on Data

For a while, the World Cup was in full swing, and for Americans, it’s was first time in nearly a decade to see the Red, White and Blue on soccer’s biggest stage. With the tournament hosted in Qatar – eight hours ahead of EST – many of the games were played much earlier than what we would consider a “normal” starting time.

To inquire about demand for the games, a daily fee club manager used 59club USA survey tools to figure out if his customers and guests have an interest. They do. A lot! In fact, it was shaping up to be one of the biggest F&B days of the year and his club didn’t know if they would have enough tabletops to host everyone and the two TVs in the restaurant aren’t nearly up to standard. Now what?

Obviously, capitalizing on customer experience may require capital expenditure, but the best in the world do what they need to ensure their customers have an even better experience than they originally expect. The difference between making monetary sacrifices for big events might be the difference between retaining a member or not. And as we know, it’s always easier to retain a customer than find a new one. Easier and cheaper.

For more information on 59club USA survey tools, click here.

Identifying Opportunities through Unbiased Survey Data

Thursday October 6, 2022

If only we knew! Clubs have a lot going on right now. Economic uncertainty, all-time employee turnover and whipsaw fluctuations in membership demand have managers seeking to batten down the proverbial hatches to stay afloat in an angry sea of ambiguity. There are decisions to make – a lot of them – but what is correct? What do my players want? What do my employees need? Why did that dues-paying member leave after 12 years at my club? Can we afford to greenlight that capital expenditure? Can we afford not to? Clubs and club managers need answers, which means first they must ask the right questions. And if you and your club aren’t armed with data to support your inquiries and decisions, you’re effectively stumbling around in the dark. Best way to illuminate your path? Survey data.

Let’s look at two examples of how direct, first-party survey data arms decision makers to increase satisfaction at their club.

The New Member Example

After a lengthy courting and onboarding process, new member “Andrew” seems underwhelmed. He doesn’t seem to be taking advantage of club amenities he said he would love to use and hasn’t attended many club functions over the course of his first few months. The sales team is high-fiving and lighting cigars – it took a while to get Andrew into the club – but the member concierge is worried Andrew is experiencing buyer’s remorse. Could Andrew’s apathy have been avoided?

As we’ve discussed before, the new-member onboarding process is incredibly important, and if it needs to be changed, so be it. Adapt or die. But how should it change? That’s where first-party data comes in. Through member surveys, managers can identify not only what Andrew would have wanted during his first few months on property, but also what all other members would have wanted when they entered into their club agreement. Maybe a more robust orientation or a new member meet and greet would have helped break the ice for Andrew. Maybe the entire onboarding process is insufficient for a club of your caliber. Using survey data from existing members allows club decision makers to identify weak points and make important changes so predicaments like Andrew’s don’t ever happen again.

“If Only We Knew” Example

Perennial member-guest medalist “Jerod” wants to break the news in person – he’s leaving the club after 12 years. Jerod has grown with the club and loved every minute of it, but his life has changed and he needs to move on. Club managers understand – things change – and wish him the best. After a few months, another long-time member is leaving. Then another. Membership sales are through the roof so the exodus of a small few doesn’t seem to move the needle.

As the player experience coordinator is making his rounds at lunch, he strikes up a conversation with one of Jerod’s regular playing partners who tells him Jerod – and his three young daughters – are now members at a club with onsite childcare. The realization hits the concierge like a ton of bricks. THAT’S why Jerod left. If only he knew that’s what Jerod – and the other members – needed from the club.

In-depth member exit surveys eliminate this possibility. Whether or not the majority of your members need onsite childcare, understanding the reasons for member exit only strengthens your club’s ability to adapt and change to meet the needs of your members. Don’t get caught saying “there was nothing we could have done” or “if only we knew.”

Customer Experience as Club Currency

Thursday September 15, 2022

Time is money. It’s a phrase as old as the United States and as widely known in business circles as just about anything. The phrase was originally meant to explain the “cost of laziness.” But with the business world moving closer and closer to a fully digital experience, there’s a new “currency” on the market other than time with its own opportunities– customer experience.

What is customer experience?

Simply put, customer experience is how your customers feel about the sum of their interactions with your brand. It’s what shapes their perception of you. It includes every touchpoint and every interaction, from the first phone call and inquiry, to the 1,000th meal they had at your club’s restaurant.

Investment in customer service and a positive customer experience leads to increases in revenue from additional prospects, prospect retention, increase in retail cart size and time on property. And you can bet that increase in revenue can and will fund capital improvements at your club.

Here are three reasons to invest in your club’s customer experience:

Happy customers stay longer and therefore spend more

Customers tend to stay on property longer if they have a great customer experience. For our daily-fee clubs out there, this means more time – and more sales – at your restaurant, bar, golf shop or other retail/dining environments. For our private club clients, this means an increase in member retention and membership dues.

Positive customer experience increases member/customer retention

It’s much more expensive to replace a customer than to keep one and investing in an excellent customer experience will give you a leg up in the customer retention game.

Increase in new customers as word travels

While angry customers are still more likely to write a review than happy ones, people are much more likely to share positive stories about brands and clubs with their friends. Providing an exceptional customer experience creates a standing army of advertisers who are willing to share stories of your service with other potential customers.

Mystery Shopping – What is it Good For?

Thursday September 1, 2022

You have heard it 100 times. Maybe you read it in a textbook in business school. Maybe your mentor added emphasis to make it a point that stuck with you for the rest of your professional career. As a manager, you simply can’t be everywhere at once. Employing mystery shopping techniques allows managers to expand their reach and collect data and information they would otherwise be unable to acquire and is easily one of the most cost-effective data collection tools available in today’s business climate. But mystery shopping helps your club in myriad other ways outside of data collection and pain-point identification.

Here are four additional ways 59club USA clients use mystery shopping data to better their clubs:

Team Feedback with Specific Examples

You can’t run a business on “he said she said” whether the topic in question is good or bad. No matter what, there will always be a bias in the memory of the employees involved. Unbiased mystery shopping allows managers to acquire specific examples from real-world interactions and relay that information to your team as a teaching moment. This provides managers and club operators the opportunity to eliminate unwanted behavior from the moment it’s recognized and turn a weakness into a strength.

Identification of Trends and Future Training Opportunities

Oh no! There seems to be an unwanted trend developing at your club. Could be an apathetic attitude towards upselling. Maybe the collars around your greens aren’t getting the attention they deserve. Where did that come from? You might be able to correct the behavior of a specific employee, but if it happened once, it might happen again. This is the perfect opportunity to update the employee handbook and code of conduct to ensure your employees understand the importance to these specific club operations and eliminate these trends once and for all – something you might never have identified without mystery shopping.

Objective Reporting and Benchmarking

Is your club making money? Yes? Good. But does that mean it’s a good business? Not necessarily. There are limitless variables when it comes to owning and operating a club, and when you’re reporting to your board, an ownership group or other stakeholders, it’s imperative you come armed with specific, objective reporting metrics. The way 59club USA delivers objective, data driven mystery shopping analysis gives you evidence instead of hearsay to tackle risk/reward opportunities with confidence.

Rewarding the Right Behavior

We’ve talked a lot about poor behavior and customer service here, but one of the most fundamentally positive aspects of mystery shopping is identifying and proving positive customer service interaction from a specific employee. Mystery shopping – and the objective data it produces – allows club managers to reward employees based on merit and not the status quo. It has become a common practice for our data to be included in the annual incentive/bonus calculations for managers at all levels of the club. It gives you another objective tool, beyond just the financial statement, to measure how a particular manager is doing in their area of responsibility. Rewarding employees in the right way creates champions and a positive, collaborative culture – undeniably one of the easiest paths to success in the business world.

Upselling and Cross Selling at the Golf Shop – Proven Techniques

Wednesday August 24, 2022

The golf shop can be traced back to – who else – Old Tom Morris in the home of golf in St. Andrews, and over the past nearly 175 years, it has been a way for golf clubs to add value to their operation, increase their bottom line and offer a wide array of different products suitable for a very specific customer with very specific needs: the golfer. For a century, it was one of the very few places a golfer could purchase the necessary equipment to play the game. That is certainly not the case today.

Especially in the United States with a few clear exceptions, golf shops have become more of a loss leader and primarily operated by retail staff members hired by the golf club itself who do not have a stake in the company other than their job. And if that model is just fine with you and you aren’t looking at your golf shop as an opportunity to increase revenue and pad the bottom line, then this article won’t mean much to you. But, since people are still buying golf shoes at golf shops at the golf course instead of enlisting Amazon drones to deliver it to your house at a fraction of the cost, it means there’s ample opportunity for your golf shop to move from loss leader into a real revenue generating asset. Two tricks – upselling and cross selling.

What is upselling? Very simply. upselling is where you encourage shoppers to buy a higher priced item than the item that they’re looking at.

As an example, using those same golf shoes, somebody’s looking at a pair of Adidas golf spikes which retails for $79.99. Instead of simply allowing the customer to choose those shoes, instead you upsell them to the Nikes for $109.99. Providing margins are the same, which they likely are, this process increases your total profit. Easy. Right?

In the same vein as upselling, cross selling is when you sell complementary products to increase the overall basket size of this individual customer. Let’s use shoes again. If somebody is willing to buy shoes at a golf shop, they probably need socks as well. If they need a hat, they might need sunscreen or a towel to keep sweat off that brand new hat. This process can continue until the final moment the customer goes to pay. They might need balls, or a marker or a yardage book to go along with their Nike shoes, socks, hat, sunscreen and towel. All high-margin impulse buys to pad the bottom line one final time before they head to the first tee.

Easy in theory, harder in practice. What are some of the techniques for upselling cross selling that can make retail operators at the golf shop more successful than their peers?

Go Beyond the Counter

First, is personally interacting with the customer on the floor. Too often, especially in the United States, retail operators are stuck behind the counter. There are fair reasons for that – thwarting theft, answering phones, etc – but in order to really take your operation to the next level through upselling, retail staffers will need to come from behind the counter and work individually with customers to build rapport, and most importantly, ask questions.

Ask Meaningful Questions

A simple question with a yes or no answer isn’t going to build a ton of rapport and it’s not going to make the customer feel that you’re really engaging. Open ended questions are the best. Here are some questions for our shoes example. Why are you looking at this particular item? What did you like about your previous item in this? What didn’t you like? Was it too wide? Was it too narrow? Breathable? Weatherproof? Waterproof? Did it just not fit right?  Do you play normally in wetter climates or drier climates? Are you noticing any changes in your stroke when you wear them? All of these questions are open ended and going to entice the potential customer to connect with you and give you reasons that they’re looking for this new product. By by asking and answering these questions for the customer, you’re adding value to the proposition and the overall experience, you’re building rapport with the customer and you’re gaining their trust. Once you have their trust, you can go for upselling cross selling opportunities that match their answers.

Keep it Simple and Connected

When you’re cross selling or upselling, it’s important to not betray that trust by delving into seemingly random or unconnected things. Let’s stick with shoes. Customer A comes into the shop looking for Adidas golf shoes. Based on your cross-selling training, you know you need to provide an additional item to increase basket size, so you suggest a pullover to go along with the shoes. See the disconnect here? The connection between these items is a stretch at best. You’re much better off suggesting socks, replacement spikes, different color shoelaces or upselling more expensive shoes than a pullover. It’s very important to connect the dots instead of throwing out random things just for the sake of checking off your cross selling to do list as a retail operator.

Prime Product Positioning

The rule of three isn’t just for aspiring comedians. Retail upselling comes in threes as well. When upselling more expensive items, make sure to present a retail customer three options  while making sure to put the highest-margin item in the middle. Your customer might not want the highest priced product, but might be willing to pay for the product in the middle – especially considering the advantages and benefits it has over the lower-priced item. The middle product, in this case is STILL an upsell from the lowest-ticket item.

Want more tips and tricks for your retail operation? Visit 59club USA to inquire about training services.


Thursday May 12, 2022


As the world continues to blaze the digital frontier, there are now more ways than ever to purchase a tee time or make a dinner reservation at your club. And that’s a good thing. Additional ways to bring in revenue means more ways to make your club profitable. But new digital pathways 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 reservation or a dinner reservation. And if you’re not providing a written record of their spot on your tee sheet or a table at your restaurant, customers will feel uneasy about the entire process. Instead, look at the written confirmation as a first impression of the experience at your club – something that should match the overall customer experience at your club. And most importantly, written confirmation automation gives your club and your restaurant an opportunity to advance your marketing efforts by collecting first-party data – the most cost-efficient marketing strategy available to most clubs.

Unfortunately, nearly half of clubs in the United States do not provide written confirmations for restaurant or tee-time bookings. And, worse, only 12% of clubs ask any follow-up questions in the confirmation, leaving an enormous amount of room for improvement on the marketing side of your club’s business operations.

Let’s be candid. Sending a written confirmation for a tee time or restaurant reservation at your club is 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.

There are two types of digital reservation confirmations: standard and inquisitive.

The standard reservation confirmation gives basic information like the time and date of the reservation, number of individuals in the party, and – in the case of a tee time – the cost of the group to play. This type of written confirmation is rarely visually appealing, but it ensures your customer is aware you have reserved their spot.

The second, and monumentally better form of written confirmation is the inquisitive confirmation which aims to collect additional information about your customer and provide a more welcoming experience. These confirmations provide further insight into the club or restaurant like daily specials, information about the golf course or its history and trains your customer to expect additional questions throughout the booking process. Most importantly, the inquisitive confirmation opens the door to learn more about your customer – what dishes they like the best, what days they like to play or go out to eat, and how far they live from the club for example.

Armed with this new information about your customer, club and restaurant managers can now send out emails or other forms of digital communication directed specifically at these customers and their individual needs, adding to the overall experience at the property and making a personal connection with your customers.

The best of the best also send a reminder 24 hours ahead of the reservation (tee time or restaurant). Just a thought as we measure this in our mystery shops, and we have customers that do it.


Friday April 8, 2022

59club USA announced today Patsy Forester has joined the team as Manager of Business Operations. Forester will manage the recruitment, training, and coordination of 59clubUSA’s Mystery Shopper team and assist with marketing and social media for 59clubUSA. 

“Patsy joins us with years of experience in customer and member service in the golf industry,” said Mike Kelly, Managing Partner for 59club USA. “She is an excellent fit for our growing company and her knowledge and skills will be immediately impactful. We’re thrilled to have her on board.”

Patsy started her professional career in the Members Program at the United States Golf Association, where she served as a liaison between the organization’s members and all of the departments making up golf’s governing body for the U.S. She then worked at a private golf club in Maryland, amassing many years of experience interacting with golfers. Patsy’s focus has been on member development, marketing, and publishing.

“I’m thrilled to join the 59clubUSA team,” said Forester. “The opportunity to join a growing business with incredible upside and a commitment to customer service is extremely exciting.”

Patsy holds a bachelor’s degree in English with emphasis on rhetoric and composition from Elon University. While a student at Elon, she met her husband, PGA Professional, Wesley Forester. The parents of two grown children, Patsy and Wes enjoy traveling, spending time outdoors, cheering for the Georgia Bulldogs, and being involved at their local church.


Wednesday April 6, 2022

In the later parts of the 20th century before the recession of 2008 and its aftermath which all but gutted the golf industry, it was extremely common to find many specialized jobs within golf club operations.

Starters, rangers and even bathroom attendants were at nearly every club – especially private clubs – and the reasoning behind these jobs was simple: to enhance the overall club experience. But as less and less golfers walked through the doors at golf clubs throughout the world, clubs look to stay in the black by cutting costs, and that meant cutting staff. And despite the United States economy rebounding after the recession, a lot of these jobs didn’t come back. Instead, many clubs elected to continue operating without starters, rangers and other specialized staff and the golf experience suffered.

There’s a reason starters, rangers and beverage attendants exist and are employed at all of the best clubs in the world. And if your club doesn’t have them or they are an afterthought, you better have a good reason for it because your competitors do and they work! Let’s take a look at some of the different reasons a starter or a ranger might be needed at your club outside of their “normal” operations.


Starters today are employed for a very specific purpose – to make sure that the people that are teeing off at 10 o’clock are the people who reserved the 10 o’clock tee time. Simple. Right? Instead, look at your starter as the last first impression your customers will get of the golf course itself. The stakes are especially high for new players coming to a golf course for the first time. Without the starter there, the players are left to their own devices. They don’t know about that wash on hole 13 that’s going to eat up tee shots because no one told them to hit less than driver. They don’t know about the history of the golf course, who designed it or why they elected to build it way they did. New players don’t know where the restrooms are or where water is – exceptionally important in warmer climates. This is all the starter’s job and it doesn’t take very long to do it and do it well. Three minutes is all it takes for the starter to provide all necessary information to the players and make them feel warm, welcome and to educate them on how to have the best overall experience at your club. It’s a pivotal position. And if your club isn’t using it, then you might want to consider it.


Today, the most common reason players see a ranger is because they either they did something wrong or somebody’s taking too much time in between shots. Generally, rangers police players to make sure they’re not damaging property or the golf course itself and they’re there to keep pace of play. Again, simple. But the Rangers’ job shouldn’t be discounted to a golf course “security guard”. It’s a great opportunity to pacify what would be otherwise angry customers and build personal rapport with players.

Let’s look at the slow play example – the most common ranger interaction. A good ranger with good experience and proper training won’t simply ask a group to pick up the pace, but also let the waiting group know pace of play will pick up soon. It pacifies what otherwise be upset or angry individuals, and gives you an opportunity to not only correct the problem immediately, but also let them know that you care about their experience.

59club USA measures dozens of similar on-course services and benchmarks your club’s overall performance against your competitor set, the industry average and the best clubs in the world. And if you’re in need to hard data to confirm the need for a new starter or ranger, 59club USA can provide that in spades.

The Dos and Don’ts of Prospect Property Tours

Wednesday March 23, 2022

Any kind of golf property from the most exclusive private clubs in the world to ultra-affordable city municipal courses have some sort of sales staff and operations to bring new revenue into the club outside of regular tee times. If your club is a daily fee operation, event sales and group golf day sales are an absolute must to supplement your regular tee time revenue. And on the flip side, membership sales at private clubs are the bread and butter of club revenue generation. But if your sales staff is fumbling or the property tour, you can probably kiss that supplemental revenue goodbye.

According to 59club data collected over 15 years from thousands of golf properties all over the world, here are the most important things your sales staff MUST do to ensure the property tour goes smoothly and your club gets the event business or membership sale.

Be on Time

Be on time. Be on time. BE ON TIME! No one likes to wait and if your first in-person impression is of someone who doesn’t value another person’s time, expect for just about everything to go poorly from there. The good news is this is an easy fix. Just – say it with us – be on time.

Have a Warm Welcome Waiting

You’re on time. Now what? The best sales people in the world wait out front for their guests and present a warm and welcome greeting. That means smiling, excellent eye contact, engaging conversation to break the ice and the use of the guest’s name. It’s welcoming, disarming and the best first impression one can ask for.

Offer a Beverage

Offering a beverage to a guest is hospitality 101, but bonus points can be scored by telling the server your guest’s name beforehand so they can use it as they approach the table.

Recap the Phone Conversation

“How many people are you expecting again,” he asked before losing the business. The property tour won’t be the first interaction with a prospect, so make sure to dust off your sales notes to let the prospect you value his/her time and you were paying attention. Refer back to specifics from your notes and have answers to questions readily available.

Custom Tailored Tours Based on Needs

Chances are your club is not an arts center and your sales staff members are not docents, so make sure to avoid “museum tours” – the same tour for every guest. Tailor your property tour to match the needs and pain points of the prospect with specifics based on your previous conversations.

Confirm the Tour Length and Prospect Availability

Some people have all day to make sure your property is the best suited for their needs. Some have 30 minutes. Confirm the length of the tour twice – once on the phone and then again as your prospect arrives to ensure you get to everything you need to cover before time runs out.

Get the Tour Started

This goes for every your, but especially if your prospect has limited time. Get things started! No one wants to listen to your sales staff drone on about the wallpaper or the time they aced the 16th hole. Get your prospect something to drink, confirm the length of the tour, confirm the needs of the prospect and get going!


Tuesday March 22, 2022

Mike Kelly, Managing Partner of 59club USA, has been at the club operations game for a while. And as a general manager of any type of club – especially a golf club spanning hundreds of acres – it’s just not feasible to be everywhere at once. That’s where 59club USA’s mystery shopping services come into play.

Take a look at the video below where Kelly explains the ins and outs of mystery shopping, why it’s important for club managers and how it can help elevate the service level to meet and exceed your customer or member’s needs.


Tuesday March 22, 2022

59club USA announced today they added Westhaven Golf Club in Franklin, Tennessee, to the 59club USA client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help increase member satisfaction throughout the entire club experience.

“Westhaven Golf Club is an incredible property and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights into their current operations.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“We’re extremely excited to use 59club USA’s mystery shopping services to help enhance our customer service, not only in our golf operations, but throughout our club experience,” Mark Lammi, General Manager of Westhaven Golf Club. “As a premier private club and a Troon Prive-managed property, we’re only as good as the service we provide to our members. We’re happy to employ these specific tools so we can continue to provide excellent service to our current and future members.”

Located just south of Nashville in Franklin, Westhaven Golf Club is located adjacent to the Westhaven master-planned community, developed by Southern Land Company. The core-golf design blends seamlessly with the surrounding hills and ridgelines of western Williamson County earning the club national recognition for outstanding design from both GolfWeek and Golf Digest. Westhaven Golf Club is managed by Troon Privé, the private club operations division of Troon.

59club USA has established and developed relationships with more than 150 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and We-Ko-Pa Golf Club in Scottsdale. Additionally, 59club USA works with management companies Bobby Jones Links, Landscapes Golf Management, and Arcis Golf, three of the world’s largest management companies.

Have You Played Here Before? The Perfect Personal Question

Thursday February 3, 2022

Have you played here before? It’s an innocuous and generally harmless question with enormous upside. Other industries – especially 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 USA has crunched the numbers and, once again, the top-performing clubs never miss an opportunity to ask this question. The rest of the pack, however, fails to ask this question 64% of the time. 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 during the tee time booking process. Asking 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 restrooms, course rankings or accolades, humorous anecdotes and other positive stories. If your club is undergoing capital improvements or repairing part of the course, this is the perfect time to alert the player so they aren’t blindsided when they encounter the issue on-course and so angry they create a Yelp profile just to leave you a poor review. The truth, they say, shall set you free.

Once again, the top clubs are doing this and the majority of other clubs simply aren’t. Every single club at the 59club USA Podium Level – an aggregate of the highest scoring clubs – asks this question during the tee-time booking process without fail. The industry average, however, is an abysmal 36%, meaning an extremely high percentage of clubs are leaving easily gatherable information on the table, and leaving the first impression of the golf club up to the player. 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.


Friday December 17, 2021

You’re long past it now, but try to harken back to your days as a middle schooler or teenager, full of angst and hungry for friends and meaningful relationships. Maybe you were one of the cool kids who never had trouble making new friends, but for a lot of people – especially for those who moved into a new school district – building new relationships was full of difficulty and anxiety. The same might be said for new members joining a private club. And if your members are paying dues to be a part of a community instead of simply taking advantage of the facilities and amenities, it’s imperative to make them feel welcome and part of the family.

According to 59club data from their proprietary member survey tool, the majority of high-performing private clubs are welcoming new members the right way, but a large percentage of clubs are falling short in key areas of new member integration. Let’s get to the numbers.

The Welcome Call

If your sales staff or marketing team spent a ton of time and a lot of money wining, dining, courting and signing a prospective new lead at your private club, you would assume they would be running – and fast – to call the new member to welcome them to the club. According to 59club data, only 52% of new members at private clubs received a formal “welcome to the club” phone call. Not exactly a great start to a budding new relationship.

The Formal Induction meeting

The practice of hosting formal induction meetings for new members is not for every club, but all but guarantees your members an opportunity to meet, learn about and formally welcome a new member of your private community. On average, 26% of new members at private clubs took part in a formal induction meeting, but among the highest scoring clubs in the world, this number dramatically increases to nearly 90%. It might be worth fleshing out and implementing this program at your club in the future if not already in place.

Staff Introduction and Networking

As your members spend more time at the club, your staff will invariably pick up on some interesting tidbits, facts, likes and dislikes from your various members. And in that regard, your staff is armed with networking abilities well suited to help your new members make new friendships. Less than 50% of new members surveyed said they were introduced to legacy members by staff members, but again, the best clubs in the world make this a regular practice.

Knowing Your Name

One of the quickest and easiest ways make someone feel at home is simply by addressing them by their name. shockingly, less than 60% of members surveyed report private club staff members demonstrating they know the name of the newest members.

Adding it All Up

When you take a look at the numbers above, it’s easy to see why only 65 percent of new members at private clubs report making new friendships within their first few months. And for a model that requires camaraderie and inclusion, leaving it up to your members to make friends on their own without any tips and tricks to get the process started is a recipe for member stagnation.

Learn more about the 59club Member Surveys here: https://www.59clubusa.com/satisfaction-surveys/

The Power of the Phone Call – New Membership Prospects

Friday December 3, 2021

The internet and the myriad new ways it allows people to connect has forever changed the personal and professional communication landscape. Text messages, emails, digital direct mail and online forms make it possible for people to digest and respond to messages on their own time and keep a sense of privacy – which is great for rudimentary transactions and appointments. But when it comes to private club memberships or other high-value propositions, there is simply no substitute for the old-fashioned phone call.

According to 59club data, on average, only 31% of polled private club prospective members said they received a follow-up phone call from the club. When compared to the leaders in the industry, however, the number jumps up to 100%, meaning the best of the best in the country recognize the importance and power of the phone call.

“Following up with prospects after they have expressed interest in joining the club is a major issue,” said Mike Kelly, managing partner of 59club USA. “These prospects have taken time out of their day to call and tour the club and they simply aren’t getting a call back. Some clubs say they either send emails or text messages, but that is frankly not good enough. In order to continue to build rapport, nurture the relationship and be an effective sales staff, you have to pick up the phone. Period.”

According to 59club, while making the effort to speak with prospective members on the phone is the bare minimum, there are five key components of a truly successful follow-up phone call.

Timeliness of the follow-up call

Prospective members tend to lose interest the longer they have to wait for the next communication. Prompt replies after an initial site visit ensures the emotional connection to the club is still fresh in the prospect’s mind.

Direct communication

Gate keepers like assistants and voicemail messages make it easy to leave a message and move on, but successful sales calls are almost wholly reliant on direct communication so nothing gets lost in the shuffle.

Trial close

As a sales professional, your goal should be to sell the membership, not have a nice chat on the phone. Forgetting to engage in a trial close is the quickest way to lose out on new memberships.

A personal call specific to the prospect

Sales scripts are a great way to make sure nothing is left out of each individual call, but blanket statements with no regard for the other person on the line – their likes, dislikes, pain points, first and last name, etc. – have the feel of a text message or a disengaged staff member. Make the call personal and specific to each person you contact.


Above all, membership sales calls should be friendly and personable. After all, no one wants to be a part of a group of curmudgeons. Your sales staff represents the club at its base level and should reflect the positive aspects of your club.


Thursday October 21, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they added The Cliffs and their seven golf properties to the client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help identify strengths in weaknesses in the overall golf experience at each individual club.

“The Cliffs represent some of the most beautiful and luxurious private communities in the country and we’re very excited to begin working with them,” said Mike Kelly, managing partner of 59club USA. “We look forward to providing 59club proven, knowledgeable insights into their golf operations.”

59club USA now serves more than 150 golf club and hospitality properties in North America. Click here to view a complete 59club USA client roster: https://www.59clubusa.com/venues-tested/

The Cliffs is a collection of seven private luxury residential mountain and lake club and communities encompassing more than 20,000 acres in the Blue Ridge Mountains. One membership at The Cliffs grants access to an unparalleled suite of amenities, including seven clubs, seven nationally-acclaimed golf courses, seven wellness centers, boating and water sports, a Beach Club, full-service marina, paddle sports, cycling, tennis, an equestrian center, miles of hiking trails, more than a dozen dining and private event venues, an organic farm and more than 2,000 year-round programs and social activities to create timeless experiences.

“Adding 59club USA’s mystery shopping services to our golf operations is an important step in our long-range customer service plans at The Cliffs,” said Rob Duckett, President of The Cliffs and South Street Partners. “Customer service is at the forefront of all amenities at The Cliffs and something in which we invest heavily. We’re looking forward to taking that next step with 59club.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

59club USA has established and developed relationships with more than 150 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, We-Ko-Pa Golf Club in Scottsdale. Additionally, 59club USA works with management companies Bobby Jones Links, Landscapes Golf Management, Arcis Golf – three of the world’s largest golf management companies.


Thursday October 14, 2021

If you think back to your networking or sales calls in the before the last turn of the century, you might remember the humble business card – something now considered archaic and overly obsolete. But the simple business card was one of the greatest first-party-data collection mechanisms ever made. It provided necessary information in which to produce a customer profile including name and geographical locations, contact information, certain demographic information based on the company and card stock and built trust and rapport throughout the sales process – often in the form of a firm handshake.

With the advent of search engines, social media networks and a near full integration of the internet into most of our waking lives, the need for collecting first-party data waned to the point of near obsolescence itself. Why make what you can buy cheaper? But new rules, regulations and internet navigation habits putting a premium on privacy have changed the game again, and it’s now more important than ever for golf clubs and hospitality venues to collect as much data as they can about their clients and customers – straight from the horse’s mouth.

According to data from 59club USA, golf clubs and hospitality venues are simply not gathering first-party data from their existing customers. And just like past success is the best indicator of future success, getting a new customer is 10 times harder than retaining an existing customer.

Third-Party Data vs. First-Party Data – What are We Talking About?

Anyone who has followed social media in any capacity over the last few years is likely familiar with third-party data. Basically, third-party data is a set of geographic, psychographic or demographic indicators purchased from a third party like an internet service provider or social network. Ever seen an advertisement on Facebook for something you were talking about with your friends? How about an Amazon ad that seems to follow you around the internet for that gadget you wanted? And while your phone or computer is actively listening to you, Facebook and Google are not listening to you to immediately serve you ads. The fact of the matter is you, the user, are freely giving that information to these enormous conglomerates. You just might not be aware of how much you’re giving them. That’s third-party data. And it’s going away – or at least significantly and actively changing.

First-party data is information gathered directly between you and your customers. Someone walks into your shop, fills out a form and gives it back to you for input into your CRM or database. Information can include everything you might find on a business card, but can also include what customers like about your club, what they don’t like, what they expect, what they might want in the future and what they’ve purchased in the golf shop. It’s an infinitely more personal connection, very inexpensive and certainly much more reliable.

Advertising Third Party Info Is Going Away

The past few years has brought with it a general concern about how internet navigation data is being used. Huge companies have been inundated with fines – albeit only a small percentage of their operating budget – and governments across the world have started to crack down on misuse of private information. That especially hurts clubs and venues who rely on tourism dollars from multiple different states and countries because each state and country has their own rules. California, for example, has much more strict internet privacy rules than its neighbor Arizona. And as a whole, Canada is far tougher on data collection than the United States but falls short compared to the European Union. Eventually, rules and regulations will find their way back to the mean – or at least begin to use common language – and by then, the data-aggregation systems your firm may have used will be gone. Putting a premium on collecting first-party data will help your club transition back into earlier models and set your club above competition who might find themselves at a loss later down the line.

The Industry Is Failing to Collect Necessary Information

59club USA data shows the average score of data-collection methods at the club level are substandard – scoring 6.7 out of 10. Most clubs fail to gather email addresses from new and existing customers, while some clubs fail to gather so much as a name or phone number.

The simple solution is to use your point-of-sale staff to collect this information at check in, put it in a system and then analyze the data later. But there are also digital integration systems which mirror common booking engines to automate this process. Then, it’s up to you as a manger what you do with the data. And just like having an umbrella in the trunk, better have it and not need it than need it and not have it.


Friday October 8, 2021

Manners and proper etiquette have been a staple of human introductions and discourse since the dawn of civilization. Titles remain incredibly significant in day-to-day conversation. And the topic is so well-engrained in our society, there have been hundreds of etiquette books published throughout the years, with some recent examples including Amy Vanderbilt’s 1952 best seller “The Complete Book of Etiquette” and Tiffany’s “Table Manners for Teenagers.” It’s important! And while the definition of what is “proper” or “polite” or “appropriate” differs widely between cultures, age ranges, geographical areas, and – of course – what era of human history in which you find yourself, most western civilizations agree a proper address – greeting a customer by their name – is the easiest way to build a foundation of professional rapport. The problem? With respect to this topic, the golf industry is left wanting. Badly.

Proper address as a catalyst for a good customer experience

Aside from being an overall best practice, the proper address serves two important functions in point-of-sale club operations: it disarms the bully, and it reinforces a happy customer’s positive attitude.

As a club or hospitality professional, there’s no doubt you can recall at least a dozen stories of bully customers who approach the counter with a scowl. You can see it coming a mile away – this person is going to be a problem. It can be easy to fall into the trap set by this curmudgeon customer and stoop to a level beneath customer service standards set by your club. Pausing the conversation to complete a proper address and using or asking for the customer’s name is an excellent way to disarm discourtesy and begin the conversation on new, more polite terms.

On the flip side, a proper address tends to strengthen a positive and happy customer’s perception of your brand, especially from the onset of his or her experience at the club. The proper address also turns the point-of-sale operator into an authority or a person of influence throughout the customer journey and creates a positive, personal connection between an employee and the customer. This not only validates the customer’s experience, but through proper training and a commitment to this procedure, can also help your staff gain confidence and optimism for when that bully customer comes back again.

The stats

Everyone who walks through the door of a golf club, hotel, hospitality venue or other customer-first business will have to give a name to book their experience. Names are taken or given via the phone or digital booking systems and will always be on file for the day and time of customer arrival. And in that respect, the excuses for failing to address a customer by name are few and far between.

The current average proper address score of clubs and hospitality properties is 4.4 out of a possible 10 points over all 59club USA data sets and has only increased to a 6.7 out of 10 over the past 11 months. This remains one of the poorest scoring areas of 59club mystery tests to date. Yet, this is one of the easiest and cheapest corrections to make at the club. No risk, but extremely high reward.

Do You Know What You Don’t Know?

Wednesday July 14, 2021

A unique question was posed of PGA TOUR star Marc Leishman during his 2018 BMW Championship appearance – do you know what you don’t know? The philosophical, almost Zen-like inquiry left the Aussie star perplexed and confused, but he eventually answered the riddle with charming befuddlement, stating with a chuckle “No. I don’t know what I don’t know.” Lucky him.

When it comes to their on-course game, Leishman and the rest of the PGA TOUR’s best might have the luxury of blocking out the riffraff, choosing instead to focus only on winning – the one component of their career that matters. But for the remaining 99.9 percent of golf industry professionals like course operators, hospitality managers, F&B personnel, outside service members and others who use the game of golf to make a living, knowing what you don’t know is the difference between providing a valuable golf experience or receiving an angry Yelp review. 

Golf course operators and managers cannot be everywhere at once to ensure every single element of the golf experience at their club matches the price point. But with many clubs operating at high price points, excellent customer service is not the exception. Excellence is expected, and the reason why high-profile daily fee clubs and private clubs alike rely on third-party customer-service expert consultants to figure out what they don’t know and fix it.

“An independent mystery shopper audit allows managers to view their club through the eyes of their customers,” said Mike Kelly, Managing Partner of 59club USA. “Feedback will pinpoint strengths and weaknesses, while the ability to make service comparisons to not only chosen competitors, but also the 59club industry and best performing clubs, gives operators actionable data, goals and opportunities to evaluate their tactics.”

Mystery shopping audits measure all service offerings at the club and are not solely limited to turf conditioning or bunker presentation – although that is a large component of the program. Staff attitude, sales and upselling prowess, facility management and general operating procedures also are factored into the mystery test – which gives club managers a real-time snapshot of their entire customer-service presentation. 

59club USA has helped more than 80 high-profile clubs collect customer-service data and elevate their golf experience all over the country including the TPC Network which operates 32 golf properties was one of the first to adopt 59club USA customer service benchmarking techniques, using the collected data to increase customer loyalty and provide employee feedback. But Kelly suggests the tools provided by his firm are not reserved for only high-end or private properties.

“Investment in bricks and mortar do not sustain and grow reputations,” said Kelly. “It is people who build reputations. You may or may not be the ‘biggest’ club in the area but you can definitely achieve, deliver and then maintain outstanding customer service.”

As we slowly come out of the pandemic and get back to what serves as a new normal – whatever that might mean – we have a little breathing room to reflect on silver linings. The golf industry enjoyed a mini boom over the last 15 months, drawing a large number of first-time players and overall participation not seen since the early 90s. And with that newfound reinvigoration, the game itself is in a unique position to renew its focus on elevating the game from standardized commodity to an elite-level golf experience. And it seems as though 59club might be the best way to know what you don’t know.

Friendly Conversation Starters – The F&B Upsell Engine

Friday July 9, 2021

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 labor 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 USA’s industry leading proprietary data sets, 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 premium items when they have a personal connection to their server. Something as simple as a friendly introduction from the server or a well-placed engaging question can be the difference between your customers ordering the cheapest thing on the menu or opting for the larger size – and higher margin – appetizer, special of the day, beer, cocktail or dessert. Developing rapport through the friendly conversation starter tactic is something every server in your organization 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 in the US 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. Even at the podium levels – the best of the best – of 59club clients, only 66 percent (66%) of tests showed a server’s willingness to engage in friendly conversation starters. The industry average drops to an abysmal 40%, showing an industry wide opportunity for growth and higher F&B margins. Let’s do some math!

Club X has an average of 140 players per day of which 40 (29%) order a small beer at the end of their round. The small beer is priced at $7 with a 78% margin. The large beer is priced at $9 with the same 78% margin. If servers at Club X used friendly conversation starters to prime the pump for the upsell to the larger beer and managed to convert half of the 40 drinkers to the premium beverage, the result is a $11,534 increase in profit over the course of one year – on only one menu item – just by implementing a no-additional-cost tactic in your customer service toolkit. Win win.

Does your service staff need a tutorial on friendly conversation? Take advantage of 59club USA’s online training platform that is designed specifically for the club business.

59club USA Adds 20 Clubs to Rapidly Expanding Client Base Through Agreement With Landscapes Golf Management

Tuesday July 6, 2021

North American customer service satisfaction and benchmarking firm59club USA announced today they added Landscapes Golf Management (LGM) – a sister company to Landscapes Unlimited – to their client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help audit and improve the golf experience, membership sales, event sales and group-outing sales for 20 LGM golf properties in 13 states.

“We’re obviously thrilled to begin working with Landscapes Golf Management and their extensive list of extraordinary golf properties,” said Mike Kelly, managing partner of 59club USA. “We look forward to showcasing our world-class customer service platform and providing knowledgeable insights which will help shape future plans and achieve customer service excellence throughout their portfolio.”

With the addition of 20 LGM properties, 59club USA expands its client roster to more than 80 golf properties in 28 states across the country.

“Landscapes Golf Management invests extraordinary time, effort and resources into all levels of our organization, especially customer service and training, but we understand there is always room for improvement,” said Tom Everett, president of LGM.  “By utilizing 59club USA’s services, we will receive access to real-time, unbiased data which will help us achieve our goal of consistent customer service improvement, and continued success and growth in all customer-facing areas. We’re extremely excited to begin.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

Already, 59club USA has established and developed relationships with more than 80 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Bobby Jones Links, and now Landscapes Golf Management – two of the world’s largest golf management companies.

59Club USA Adds Bret Garrison as Regional Director of Sales to the Team

Monday June 21, 2021

59club USA announced today Bret Garrison is joining the team as Director of Sales. Garrison will work remotely for 59clubUSA and manage new client sales operations, client retention strategies and strategic marketing initiatives.

“Bret joins us with more than 15 years’ experience in operational and sales management roles and his experience will be instrumental in 59club USA’s sales strategies moving forward, ” said Mike Kelly, Managing Partner for 59club USA. “As our business grows, we will continue to put a premium on hiring dedicated and talented individuals to lead our company into the future.”

Garrison gained experience at several high-end properties including Boar’s Head Resort & Club, The Club at New Seabury, Lexington Golf & Country Club and Up to Par Management.

“I’m absolutely thrilled to join the 59clubUSA team,” said Garrison. “The opportunity to join a growing company that is committed to raising the bar in the golf and hospitality industry really appealed to me.”

59club USA has established and developed relationships with more than 50 well-known private golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, Cuscowilla on Lake Oconee, Fenway Golf Club in New York , The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Ruark Golf Properties in Ocean City, Maryland, and Bobby Jones Links – one of the world’s largest golf management companies.


Wednesday April 8, 2020

59club USA announced today the company will provide its finalized employee survey tools to golf clubs and other hospitality venues amid the COVID-19 crisis for free. The employee survey tools capture employee challenges, concerns, and potential opportunities all in one easy-to-use snapshot. 59club USA has previously made available survey tools intended for club guests and members. The complimentary survey tools will be available throughout the current crisis.

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

59club’s proprietary survey tools enable club managers to identify both employee and guest needs, strengthen customer retention and recognize a clear direction on ways to improve the overall experience at their respective clubs. The smart dashboard allows clubs to analyze data in a clear and concise manner and provides demographic filters to further segment information from employees, creating a comprehensive, manageable and immediate snapshot of employee opinion and attitude. 59club has created COVID-19 specific survey templates as part of their free offering of their survey tools. Managers and decision makers have the freedom to create additional custom questions of their own to better fir their needs and goals using the software.

“Effective feedback, both positive and negative, is very helpful anytime,” said Kelly. “It may be more important now than ever during these ever-changing times. Top performing clubs are top performing clubs because they consistently search for ways to make their best even better. Top performing clubs are not only good at accepting feedback, they deliberately ask for feedback. And they know that feedback is helpful only when it highlights weaknesses as well as strengths.”

Click here to gain complimentary access to this important tool


Tuesday March 31, 2020

59club USA announced today they will offer additional complimentary COVID-19-specific survey templates amid the ongoing global crisis. Additional survey templates include two direct-member communication surveys – dependent on whether the respective facility is currently open or closed for business – as well as two golf instruction templates also dependent on the current state of the respective business. Golf clubs and other hospitality venues may use the complimentary survey tools to communicate directly to their membership and identify member and guest needs through May 31, 2020.

“We’re doing everything we can to empower those in our industry that have been so greatly affected by the pandemic,” said Mike Kelly, managing partner, 59club USA. “These special COVID-19 survey templates include insightful questions covering all aspects of a venue’s professional services. Right now, it is absolutely imperative club managers open efficient and consistent communications channels with their members and guests to accurately identify their needs to plan and respond accordingly.”

The complimentary COVID-19 survey tools now include four specialized and unique approaches to direct member communication including “club member: facility open,” “club member: facility closed,” “golf instruction: facility open,” and “golf instruction: facility closed.” These surveys accurately reflect the differences between clubs in different regions across the country which have adopted different rules based on their specific circumstances.

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

Click here to sign up for complimentary survey tools.


Tuesday March 31, 2020

59club USA announced today they will offer complimentary use of their proprietary survey tools amid the current COVID-19 crisis. Golf clubs and other hospitality venues may use the survey tools to communicate directly to their membership and identify member and guest needs through May 31, 2020.

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

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

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

Click here to sign up for complimentary survey tools.


Tuesday February 18, 2020

59club USA to Provide Employee Survey Tools for the Exclusive Club

59club USA announced today they added Reynolds Lake Oconee to their client roster. Reynolds Lake Oconee is a private residential lake and golf community on Lake Oconee just 70 miles East of Atlanta, Georgia offering spectacular lakefront residential properties, unrivaled and adventurous sporting grounds, more than 40 distinct member clubs and six incredible golf courses designed by legendary architects like Jack Nicklaus, Tom Fazio and Rees Jones. 59club USA will provide employee survey tools and services for Reynolds using their proprietary software and objective data analysis tools.

“We’re excited to be assisting such a high-end club as Reynolds Lake Oconee with their employee survey tools,” said Mike Kelly, managing partner of 59club USA. “The ability to understand employee needs, set expectations and deliver necessary incentives and training is crucial to providing exceptional customer service to existing and potential members. We’re thrilled to get started.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

Already, 59club USA has established and developed relationships with nearly 40 well-known golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.


Thursday February 6, 2020

59club USA to Provide Mystery Shopping and Customer Service Benchmarking Tools for the Club

59club USA announced today they added Cuscowilla on Lake Oconee to their client roster. Cuscowilla is a private residential lake and golf community on Lake Oconee just 70 miles East of Atlanta, Georgia offering unrivaled lake views, true southern hospitality and Georgia’s No. 1 residential golf course designed by world-renowned architect duo Bill Coore and Ben Crenshaw. 59club USA will provide mystery shopping services for Cuscowilla using their proprietary software and objective data analysis tools.

“We’re extremely excited to use 59club USA’s mystery shopping services to help enhance our customer service, not only in our golf operations, but also our food and beverage operations,” said Jarrod Clark, general manager of Cuscowilla. “As a private club, we’re only as good as the service we provide to our members. We’re happy to employ these specific tools so we can continue to provide excellent service to our current and future members.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“Cuscowilla is an incredible property and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights into their current operations.”

Already, 59club USA has established and developed relationships with more than 30 well-known golf clubs and resorts in North America including 14 TPC properties, Reynolds Plantation, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.


Monday February 3, 2020

59club USA to Provide Mystery Shopping and Other Customer Service Benchmarking Tools for the Club

59club USA announced today they added The Mid Ocean Club to their client roster. The Mid Ocean Club is a private members’ club in picturesque Tucker’s Town, Bermuda, offering exceptional amenities, private beaches and a world-class golf course recognized by Golf Digest in 2018 as one of the Top-100 World’s Greatest Golf Courses. 59club USA will provide mystery shopping and membership benchmarking services for The Mid Ocean Club using their proprietary software and objective data analysis tools.

“We’re extremely excited to use this new technology to better understand our Members’ needs,” said Austen Gravestock, GM at The Mid Ocean Club.  “We take extraordinary pride on the level of service we provide at Mid Ocean Club. We hope our partnership with 59club USA will help us understand and implement new ways to enhance the experience at our incredible club.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“We’re thrilled to bring Mid Ocean Club into the 59club USA family,” said Mike Kelly, managing partner, 59club USA. “We look forward to working with their team and helping them continue their pursuit of customer service excellence.”

59club USA Inks Deal With Haig Point In South Carolina

Thursday January 23, 2020

59club USA to Provide Mystery Shopping and Other Customer Service Benchmarking Tools for the Club

North American customer service satisfaction and benchmarking firm 59club USA announced today they added Haig Point to their client roster. Haig Point is a luxurious, sea island community off the coast of South Carolina between Hilton Head and Savannah, Georgia with two Rees Jones designed golf courses, as well as tennis, equestrian and outdoor recreation amenities. 59club USA will provide mystery shopping and membership benchmarking services for Haig Point using their proprietary software and objective data analysis tools.

“Haig Point is an incredible property and we feel that our partnership with 59club USA will help us take our service to the highest level,” said Adam Martin, director of sales and marketing for Haig Point. “We’ve been self-evaluating using survey tools and comment cards, but our hope is that this software will give us instantaneous feedback and comparisons to some of the world’s top clubs/resorts.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“We’re very excited to bring another unbelievable property into the 59club USA fold,” said Mike Kelly, managing partner, 59club USA. “We look forward to working with Haig Point and helping their team take the next step in elevating their membership service levels.”

Already, 59club USA has established and developed relationships with more than 30 well-known golf clubs and resorts in North America including 14 TPC properties and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.