The Club Management Association of Europe (CMAE) brings club leaders and industry professionals from across Europe, the Middle East, and beyond to St Andrews for its biennial European Conference on Club Management. Hosted at the Old Course Hotel from October 25–28, the four-day event marks the association's 25th anniversary and gathers delegates representing more than 20 countries.

Designed to address the primary opportunities and operational challenges shaping the sector, the flagship conference focuses on helping club managers balance commercial performance, member expectations, employee engagement, and long-term strategic investment.

Leadership, Artificial Intelligence, and Operations in Focus

The conference educational curriculum covers workplace culture, adaptive leadership, artificial intelligence, hospitality, people strategy, marketing, and food and beverage operations.

Featured keynotes and operational sessions include:

• Adaptive Leadership in Action: Bestselling author and leadership expert Sarah Noll Wilson explores adaptive leadership, detailing how managers can experiment, evolve, and respond to change within increasingly complex working environments.
• AI in Action: Building Your Club’s Advantage: Chris Tessone, Chief Business Officer at Congressional Country Club, leads an interactive session examining practical applications of artificial intelligence to improve operational efficiency and strengthen competitive positioning.
• The Art of Hospitality: Acclaimed restaurateur Jeremy King delivers a hospitality-focused presentation analyzing the core principles required to consistently deliver exceptional guest experiences.
• People Strategy That Works: A collaborative forum of club leaders discussing the practicalities of attracting, developing, and retaining talent across international markets.
• Scaling Your Brand with Powerful Video Storytelling: Andrew Minty, PGA Director of Golf and Advanced Fellow Manager, presents strategies for utilizing video content to communicate club heritage and strengthen brand positioning.

Workplace culture and leadership expert Nick Taylor challenges delegates to examine how courageous leadership fosters stronger organizational teams, while additional contributions feature performance psychologist John Bull, leadership expert Alain Goudsmet, and Sarah Malone, Executive Vice President of Trump International Scotland.

European Club F&B Benchmarking Insights

The conference features findings from Europe’s first dedicated club food and beverage benchmarking study, presented in partnership with Club Benchmarking EMEA. The research provides delegates with data-driven insights into operational performance, commercial opportunities, priorities, and management strategies across club F&B divisions.

Networking, Social Activities, and 25th Anniversary Gala

In addition to formal classroom educational modules, the conference prioritizes peer-to-peer knowledge sharing to address common global challenges, including recruitment, service standards, financial sustainability, member engagement, and future leadership pipelines.

Delegates can participate in recreational and networking activities, including golf outings and padel tennis. The gathering culminates on Tuesday, October 27, with the 25th Anniversary Gala Dinner, celebrating the professionals and organizational relationships that have developed the club management field over the past quarter-century.