16 Nov 17
It was celebration time for PGA Professional Amy Yeates at the Golf Club Management Association’s (GCMA) annual awards ceremony after she received the prestigious Manager of the Year accolade.
Yeates, director of golf, spa and leisure at Fairmont St Andrews in Scotland, was described by her nominee as being at the forefront of the game’s evolution in the country.
The 33-year-old impressed the judging panel by helping drive through a new flexible membership scheme at Fairmont St Andrews, while providing inspirational leadership for her team since joining in 2015.
Yeates’ inclusive style helped her build and motivate her team through trust and empowerment, which has resulted in steadily increasing revenues and green fee yields.
"It was such a shock when my name was announced," revealed Yeates. "I really didn't expect it as the other candidates were incredibly experienced and had done really great things at their respected clubs.
"I look after the Spa, Leisure and golf sales departments which means I have 11 direct reports. This means my role is to guide, lead, develop and ultimately be there for the team anyway they need me. My team are incredibly driven and passionate and I am incredibly lucky to be working with such talent.
"The GCMA is a fantastic association who actively work alongside many other industry partners including the PGA. To be named their ambassador is a great honour and one I will use to help make positive changes in the industry."
Yeates began her golfing career at The Belfry where she graduated from the sports management course. She then took on roles at Mannings Heath Golf Club, West Sussex, the Old Course Hotel & Spa, St Andrews and Goodwood Estate in West Sussex.
She joined Fairmont St Andrews in 2015 and was promoted to director of golf, spa and leisure earlier this year.
Yeates received her award from Jamie Abbott (pictured above), managing director of intelligentgolf, during the awards ceremony held at the GCMA 2017 Conference at Mercedes-Benz World in Surrey.
Her prize includes a trip to Thailand in association with Coco Golf and Thai Airways.
“The GCMA Golf Club Management Awards reward the exceptional work that goes on in our industry, and Manager of the Year is the greatest honour,” said GCMA CEO, Bob Williams.
“This was perhaps the hardest judging process I’ve been involved in – the standard of the finalists was exceptional – and Amy is an outstanding winner.
“It’s clear she’s a passionate manager who cares deeply about her team and we were particularly impressed with her vision for the industry.”
Fellow PGA Professional Dylan Williams (picutred above) was also a winner as part of the three-man team at Pyle & Kenfig that was named Team of the Year.
Williams along with club secretary Simon Hopkin and head greenkeeper Paul Johnson have made a huge impact at the south Wales club.
Green fees have increased year-on-year by 7.5 per cent; 65 new members arrived as a result of strong marketing techniques and junior membership has also grown significantly.
The other award of the night went to Gordon MacLeod from St Ives (Huntingdonshire) who was named as the Newcomer of the Year.
GCMA Golf Club Management Awards Winners:
Manager of the Year (sponsored by intelligentgolf)
Amy Yeates - Fairmont St Andrews
Team of the Year (sponsored by Golf HR)
Pyle and Kenfig Golf Club - Simon Hopkin, Dylan Williams & Paul Johnson
Newcomer of the Year (sponsored by Colt Mackenzie McNair)
Gordon MacLeod - St Ives (Huntingdonshire)