Club Management: Tradition Meets Innovation

Discussion with Michael Braidwood

Michael Braidwood, General Manager of Bruntsfield Links Golfing Society in Edinburgh, brings over 30 years of experience in golf club management to one of the oldest and most prestigious clubs in the world. His career spans Scotland, the Middle East, and Russia, where he has overseen facilities, managed multicultural teams, and balanced tradition with modernity. In this discussion, Braidwood shares his strategies for enhancing member experiences, preserving historical significance while meeting modern demands, fostering a culture of continuous improvement, and leveraging data-driven decision-making to ensure long-term success. His insights offer practical guidance for leaders navigating similar challenges in other industries.

Enhancing Member Experiences: A Personalized Approach

At the core of Bruntsfield’s success is the ability to create exceptional member experiences. For Braidwood, this begins with a deep understanding of what members value. “Recognition goes a long way. Members want to feel valued. Learn their names, understand their preferences, and make them feel at home”, he explains. This emphasis on personalization ensures members feel a strong sense of belonging and pride in their club.

To engage members of all ages and interests, Bruntsfield offers a diverse range of events and activities that go beyond golf. From cocktail competitions on the putting green to Beatles tribute nights and Christmas family events, the club creates opportunities for members to connect socially. “Not everyone plays golf to compete. Many join for the social element, and we cater to that”, Braidwood shares. This approach ensures the club remains relevant to a wide audience.

Member feedback plays a critical role in shaping these initiatives. Bruntsfield actively listens to its members to identify their needs and preferences. “Our members tell us what they want. Listening and acting on their feedback is key to maintaining their engagement”, Braidwood emphasizes. By incorporating this input, Bruntsfield creates a member’s experience that evolves with their expectations.

Balancing Historical Prestige with Modern Needs

As the fourth-oldest golf club in the world, Bruntsfield Links holds a unique position steeped in history. Preserving this legacy while embracing modern expectations requires careful balance. “Our history is a huge selling point, but modernization is essential to staying relevant”, Braidwood explains. Initiatives like creating a history wall and showcasing the club’s original 1761 shield logo highlight its heritage while fostering member pride.

Modernizing operations to meet the expectations of younger members is equally critical. Digital solutions such as app-based golf booking systems and digital member accounts have been implemented to enhance convenience. “Younger members live on their devices. To stay relevant, we must adapt to their preferences”, Braidwood notes.

Inclusivity and evolving societal expectations have also shaped Bruntsfield’s transformation. “Our club evolves as society evolves. We’ve shifted from being a male-dominated space to a family-friendly facility”, Braidwood shares. Programs like junior golf initiatives and family-oriented Sundays attract a broader demographic while ensuring the club remains accessible to future generations.

Kaizen and the Art of Continuous Improvement

Braidwood’s leadership philosophy is rooted in the Japanese concept of Kaizen, or continuous improvement. “Small, consistent changes add up to something significant over time”, he explains. This approach ensures that both the member experience and operational efficiency are constantly evolving.

Training and staff development are integral to this philosophy. New employees undergo a comprehensive induction to align them with Bruntsfield’s vision and values. “Upskilling our team enhances not only their technical knowledge but also their ability to deliver exceptional customer service”, Braidwood notes. For senior staff, Bruntsfield supports professional development through programs like the Club Management Association of Europe’s (CMAE) certifications, ensuring a shared commitment to excellence across all levels of the organization.

Braidwood emphasizes the importance of leading by example. “Being visible as a leader allows you to pick up feedback directly from members and staff, whether it’s positive reinforcement or areas for improvement”, he shares. This hands-on approach ensures alignment across the team and fosters a culture of accountability.

Leveraging Data and Technology for Member Satisfaction

Bruntsfield’s commitment to continuous improvement is supported by data-driven decision-making. The club conducts annual member surveys through Players First, providing insights into member satisfaction and benchmarking performance against other clubs. “Last year, we had a 75% completion rate, which gave us invaluable data to identify patterns and areas for improvement”, Braidwood explains.

Technology also enhances operational efficiency. Tools like the Intelligent app allow members to book tee times, manage their accounts, and access club information seamlessly. “Technology is at the forefront of what we do”, Braidwood notes. Innovations like Rotocloud help streamline staff management, while advanced tools like the Pogo stick provide data on course maintenance, ensuring optimal playing conditions.

This integration of technology and data allows Bruntsfield to align its offerings with member expectations while maintaining transparency. “Our goal is to show members that their feedback translates into meaningful improvements”, Braidwood shares.

Fostering Community and Inclusivity

Bruntsfield has embraced its role as a community hub, fostering connections among members of all backgrounds. “Golf clubs are no longer exclusive male domains. They’re becoming family-centric spaces”, Braidwood observes. Programs like junior golf academies and family-friendly Sundays have transformed the club into a welcoming space for all generations.

Affinity groups, such as the recently formed young members group, further enhance member engagement. “These groups bring fresh ideas and energy, ensuring the club evolves to meet the needs of its future members”, Braidwood shares. By empowering younger members to organize activities, Bruntsfield ensures that its culture of inclusivity and innovation remains strong.

This focus on community extends to celebrating member achievements and milestones. “The newsletter has become a platform for members to share their stories, fostering a sense of belonging”, Braidwood explains. This sense of connection reinforces Bruntsfield’s role as more than just a golf club – it’s a second home for its members.

Key Takeaways for Leaders Across Industries

Michael Braidwood’s leadership at Bruntsfield Links offers valuable lessons for leaders navigating the balance between tradition and modernity. His focus on customer satisfaction, continuous improvement, and community engagement provides a roadmap for sustained success.

“Customer, staff, and product – these are the three pillars of success”, Braidwood summarizes. By prioritizing member needs, investing in staff development, and maintaining the highest standards of quality, Bruntsfield Links continues to thrive as a historical institution with modern relevance. Leaders across industries can draw inspiration from Braidwood’s ability to adapt to changing expectations while staying true to core values.