This document discusses the Developing Future Club Managers in Europe program. It outlines the vision of the Chief European Officers association to be the leading provider of club management education programs across Europe. It details the structured certification pathway which includes club management levels 1 and 2, as well as courses in food and beverage management, golf management, and strategy and leadership. The certification pathway leads to a Club Management Diploma and Certified Club Manager certification. Plans are discussed to expand the education programs through e-learning and volunteer courses.

1. Developing Future Club
Managers in Europe
Jerry Kilby CCM
Chief Executive Officer

2. Education is our focus
• Our Vision:
To be the leading organisation delivering
club management educational programmes
with the relevant certification and accreditation
opportunities to all of Europe’s club managers

3. • An association of club
management
professionals
• A family of 20 European
Club Managers
Associations
• The CMAE and our
partners deliver a wide
range of education
programmes
• The network has grown to
6,500 club managers in 28
countries
3

4. Education is our focus
• Education Partner to the EGCOA:

5. Education is our focus
• We believe that any club management
education programme should be:
• Structured
– There must be a planned programme, teaching to the
required standards in a logical order
• Relevant
– Subjects taught must be relevant and appropriate
• Accessible
– Offering competitive value for clubs and individuals

6. Careers in Club Management
Hospitality
Managers
Course & Sports &
Grounds Hospitality
Managers Graduates
Sports Club Other
Coaches &
Managers Careers
Professionals

7. Careers in Club Management
Today:
Hospitality
Managers
Course & Sports &
Grounds 5% Hospitality
Managers Graduates
5% 5%
Sports Club Other
Coaches &
Managers Careers
Professionals
5% 80%

8. Careers in Club Management
In 20 Years:
Hospitality
Managers
Course & Sports &
Grounds 20% Hospitality
Managers Graduates
20% 20%
Sports Club Other
Coaches &
Managers Careers
Professionals
20% 20%

9. The Role of a Club General Manager
• The role of the Club General Manager
– A study by Club Managers Association of America in 2002 asked
6,000 club managers about their jobs
– In 2010, the CMAE asked Bournemouth University to survey
European club managers on the same subject
• Both studies agreed that there are ten core
competencies of a professional and competent
club manager…..

10. Ten Core Competencies
Club Governance Inter-Personal Skills
Food & Beverage
Membership & Marketing
Management
Accounting & Financial Golf, Sports & Recreation
Management Management
Human & Professional
Facilities Management
Resources
Strategy & Leadership Statutory Compliance

11. Relative Importance of the Ten Core Competencies
Interpersonal Skills
Facilities Management
Statutory Compliance
Golf, Sports & Recreation
Membership & Marketing
EU
Strategy & Leadership
USA
Human Resources
Financial Management
F & B Management
Club Governance
1 = Low Importance, 5 = High Importance 0 1 2 3 4 5

12. Certification
• How can an individual prove they have the
required skills?
– Participating in a structured education programme
– Taking exams at various points in the programme
– Participating in continuous professional development

13. A structured pathway of education

14. CMAE Management Development Programme
“Give a man a fish and
feed him for a day.
Teach him how to fish and you
feed him for a lifetime”
Stephen R. Covey

15. Five Day Courses
• A programme of five, 5-day courses
– Curriculum based on the CMAA’s Business
Management Institute (BMI) curriculum BMI 1 to BMI 5

17. Plans for Europe 2012/13
– CMAE Club Management Level One
• Delivered in each country by national partner
• 2012/13: Scotland (Oct), Spain (Nov),
France (Jan) and Sweden (Mar)
• 2013/14: England, Wales, Italy and Eastern Europe
– CMAE Club Management Level Two
• Delivered in each country by national partner
• 2012/13: Scotland
• 2013/14: Spain and other countries to follow Level One
– The CMAE would welcome enquiries from national
owners associations

18. Plans for Europe 2013/14
– CMAE Food & Beverage Management
• Delivered at European venue by CMAE
• Hotelschool, The Hague or Les Roches, Marbella
– CMAE Golf Management
• Delivered at European venue by CMAE
• St Andrews or Madrid
– CMAE Strategy & Leadership
• Delivered at European venue by CMAE
• London, Paris and other capital cities

19. Certification Pathway
• Club Management Diploma (CMDip)
– Complete Levels One and Two
– Multiple-choice exam and work-based assignment of the
delegate’s choosing
• Certified Club Manager (CCM)
– Complete four of the five MDP courses
– Plus 4 hour multiple-choice exam and 3 hour case study exam
• Certified Chief Executive (CCE) and Master Club
Manager (MCM)
– Under consideration for the future

20. Future Plans….
• E-Learning
• Modular courses in a variety of subjects across all ten
core competencies
• Two week courses – one hour a day
• Volunteers
• For club committee members or non-executive directors
• Focusing on governance, compliance and HR
• Probably e-learning courses

21. Further details
• CMAE website
• Recently updated with full details of the MDP
• Download a brochure
• CMAE Newsletters
• Will keep members informed of developments,
courses, dates and venues

22. Any Questions ?
Thank you for listening
www.cmaeurope.org