The Club Management Association of Europe (CMAE) is delighted to announce that Steff Jones, Operations Manager at The Berkshire Golf Club, has achieved the prestigious Certified Club Manager (CCM) designation.
The CCM is the highest level of professional recognition in club management, awarded to individuals who demonstrate excellence across leadership, governance, operations, finance, and member experience. Steff’s achievement reflects his dedication to continuous professional development and his commitment to delivering excellence within the club industry.
Steff’s career journey has taken him across a range of roles and geographies, from his early days in Wales to gaining international experience in Dubai, before returning to the UK to take on senior leadership positions. His progression through the CCM pathway highlights both his ambition and his willingness to challenge himself in pursuit of professional growth.
Torbjörn Johansson, CEO of CMAE, commented:
“Steff’s achievement of the CCM is a fantastic accomplishment and reflects his dedication to developing as a modern club leader. His journey shows the value of gaining broad experience, embracing new challenges, and committing to continuous learning. We are proud to welcome him into the global CCM community and look forward to seeing his continued impact within the industry.”
Steff now joins a growing international network of Certified Club Managers who are shaping the future of club management through professionalism, innovation, and leadership.
Q&A with Steff Jones, CCM
Operations Manager, The Berkshire Golf Club
Congratulations Steff – You are now a CCM. What is your feeling after three tough days on the review course before sitting the exam and passing it?
It is a real mix of relief, pride, and gratitude, if I am honest. The three day review course is incredibly intense and really pushes you, not just in terms of what you know, but how you think. It makes you step back and apply your knowledge in a completely different way, looking at situations from angles you would not always consider day to day.
By the time you walk into the exam, you are very aware of the standard expected, which probably adds to the pressure a bit. So to come through it successfully is hugely rewarding. For me personally, it felt like a real moment of validation, not just for the work put into the pathway, but for the experiences and lessons picked up throughout my career so far.
Your golf journey started home in Wales, but has taken you over to Dubai for three years before returning to become GM at Royal St David. How did that happen?
I started my career close to home in Swansea, and it was there that I first realised how diverse and global golf club management can be. From early on, I could see the opportunities the industry offers beyond just one club or location.
The opportunity in Dubai came at exactly the right time to broaden my experience in a very different, high volume and commercially driven environment. It gave me lessons and experiences I will never forget, both professionally and personally. I was very fortunate that two members at Machynys, who were members at Emirates Golf Club, encouraged me to reach out to Chris May, CEO of Dubai Golf, who was incredibly supportive. That initial connection led me to attend MDP 2 in Dubai, and from there everything really progressed.
After three years there, I felt ready to bring that experience back to the UK. Stepping into the GM role at Royal St David was a fantastic opportunity to lead a club with such a strong heritage, while also applying what I had learned abroad. It felt like a natural next step and a really proud moment in my career.
Now you work as Operations Manager at The Berkshire in London, how does this differ compared to all your other roles you have had within the industry?
The Berkshire operates at an exceptionally high standard across both golf and hospitality, so the level of detail and expectation really is on another level. What stands out most in my role is the constant focus on consistency, making sure every touchpoint of the member and guest experience is delivered to the highest standard, every single day.
Compared to my previous roles, there is a greater emphasis on refinement and precision. It is less about building processes and more about continually improving and aligning them, ensuring all departments work seamlessly together. That attention to detail and the expectation to deliver a premium experience day in, day out is what really sets it apart.
Have you always known you would end up in the Golf industry? Why?
Not from the very beginning. I initially joined the industry with what I thought would be a summer job at Celtic Manor before receiving my A Levels results, with plans to study Law at university. However, I enjoyed it so much that I decided to defer for a year. Once I started working in golf, it quickly became clear that it was where I wanted to build my career. I was also very fortunate to be given the opportunity to become an Assistant Professional at Machynys quite early on.
It is a unique industry that combines sport, hospitality, business, and community, which really appealed to me. No two days are ever the same, and the opportunity to create experiences for members and guests is something I have always found incredibly rewarding.
You have been on the CCM Pathway for a few years now, what are some of your best memories from it?
The standout aspect has definitely been the people. Building relationships with other industry professionals, sharing experiences, and learning from different perspectives has been incredibly valuable. There is a real sense of camaraderie throughout the pathway, which makes the whole experience even more rewarding.
There are not many educational pathways that open doors in the way the CMAE does. From standing on Centre Court at Wimbledon, to visiting the changing rooms at Craven Cottage, to the experiences gained through MDP Food and Beverage, those moments really stay with you. The international element and exposure to different styles of club management have also been a highlight, constantly challenging you to think beyond your own club and continue improving.
With regards to your career in golf, now being a CCM, what would you recommend young people thinking about career development?
Be curious and proactive. Take every opportunity to learn, whether that is through formal education like the CCM pathway or simply getting involved in different areas of your club. The more exposure you can get early on, the more it will help shape your understanding of the industry.
Do not be afraid to step outside your comfort zone or take on roles that broaden your skill set. Some of the most valuable experiences come from doing things you might not initially feel ready for. Building a strong network is also key, as this industry is built on relationships and the people around you can have a huge influence on your development.
I am a man of few words and it does not always come naturally to me, but this industry is full of wonderful characters who welcome you with warmth and respect, and that makes a huge difference as you develop your career.
Most importantly, be patient and consistent. Progression in golf club management takes time, and the experience you build along the way is what really sets you up for the future.
Any final comments:
Achieving CCM is not an endpoint, but a significant milestone. It reinforces the importance of continuous learning and always striving to improve. I am incredibly grateful to everyone who has supported me along the way, both personally and professionally. I have been fortunate to work with some outstanding figures in the industry who have helped shape me both professionally and personally, and I would like to particularly thank Michael Newland, Chris May and Stephen Hubner, who have all played a significant role in my journey.
It is something I am very proud of, but also something that drives me to keep pushing forward, to keep learning, and to give back to an industry that has given me so much.
