The CMAE European Conference 2026 brought together club management professionals from 25 different countries for three inspiring days of learning, networking and celebration at the Old Course Hotel in St Andrews, Scotland, from 25–28 October.
Facilitated by Alison Walker, the conference welcomed an outstanding line-up of speakers, industry experts and club management professionals to explore the latest challenges, opportunities and ideas shaping the future of the club industry.
Set against the backdrop of the Home of Golf, the conference also marked a significant milestone for CMAE, celebrating its 25th anniversary and the association’s continued commitment to developing excellence in club management.
The conference programme opened with sessions from Sarah Brennand on the Balancing act of Mastering Work, Wealth and Wellbeing followed by Chris Tessone on A.I, setting the tone for three days of thought-provoking discussion and professional development.
Delegates then participated in breakout sessions covering a range of practical topics, including a session with Andy Brown from Toro, who shared insights on Toro’s project with St Andrews Links Trust, and Andrew Minty, who explored the world of club branding through video production.
Further breakout sessions saw James Burns CCM and John McCormack CCM from Club Benchmarking present valuable insights from F&B benchmarking, while Nick Taylor delivered a session focused on courageous leadership.
The first day concluded with a welcome drinks reception and dinner, giving delegates the opportunity to reconnect with familiar faces, meet fellow professionals and begin building new relationships.
Day two began with the Opening Business Session, led by CMAE CEO Torbjörn Johansson, who shared an update on the association’s future direction and offered a preview of CMAE’s forthcoming online learning platform.
Jeremy King then took to the stage to explore The Art of Hospitality, sharing his perspective on creating exceptional experiences. Delegates also had the opportunity to meet Jeremy during a book signing following his session.
The programme continued with a panel discussion on people strategy and recruitment, facilitated by Michael Herd of KKW. Featuring Tom Wallace CCM CCE, Nick Taylor, Scott Semple and John Blanch, the panel explored the people-focused challenges and opportunities facing clubs today.
Sarah Noll Wilson followed with an engaging session on navigating conflict.
The day also saw CMAE hold its Annual General Meeting, marking an important transition in the association’s leadership. Michael Newland CCM, Secretary of The Berkshire, succeeded Alberto Iglesias CCM as CMAE President, following Alberto’s two-year term in the role.
The evening concluded with the Corporate Partner Drinks Reception, celebrating the organisations whose support plays a vital role in CMAE’s work and the development of club management professionals.
The final day began with three concurrent workshops, allowing delegates to explore subjects particularly relevant to their professional development.
Sarah Noll Wilson led a workshop on leading through uncertainty and change, offering delegates valuable perspectives on navigating an increasingly complex leadership landscape, while Sarah Malone shared the story of developing Trump International Scotland in Trials to Triumph, reflecting on the challenges and achievements along the way. Chris Tessone delivered AI in Action, exploring the practical applications of artificial intelligence.
In the afternoon, Alain Goudsmet presented Building a Team of Teams, followed by John Bull, who explored how to improve the culture of leadership within organisations.
The conference concluded with a very special evening celebrating 25 years of CMAE. Delegates gathered for the 25th Anniversary Celebration Drinks Reception and Gala Dinner, recognising the association’s journey, its community and its ongoing contribution to the club management profession.
The evening also raised an impressive £3,500 for the European Club Education Foundation (ECEF) through a raffle generously sponsored by KKW. The funds will support ECEF’s mission to invest in the future of club management through education and development opportunities.
Reflecting on the conference, CMAE CEO Torbjörn Johansson said:
“The European Conference in St Andrews has been a fantastic success and a real milestone for CMAE as we celebrate our 25th anniversary. This was our biggest conference yet, bringing together club management professionals from 25 different countries for three days of outstanding education, collaboration and networking.
We’ve already received some amazing feedback from delegates on the quality of the speaker programme, the relevance of the topics and the overall experience. It’s particularly rewarding to see our community come together, share ideas and learn from one another, strengthening the profession across Europe and beyond.
I would like to thank all our speakers, facilitators, partners, sponsors and delegates for making the event so special, as well as the team at the Old Course Hotel for providing such an exceptional setting. The generosity shown through the ECEF raffle was also wonderful to see, raising £3,500 to support the future of club management education.
As we look back on 25 years of CMAE, this conference has been a great reminder of what we can achieve together. We look forward to building on this momentum and welcoming everyone back for the next European Conference in 2028.”
