59club Asia, the premier provider of performance management and training services in the golf and hospitality industries, has partnered with the Thai Golf Course Association (TGCA) to deliver a series of specialised training programmes aimed at elevating service standards across Thailand’s golf courses. The first event was proudly hosted by Mr Chaovatas Supapantita, at the renowned Palm Hill Golf Course in Hua Hin on the 25th September.

This collaboration marks a significant step in 59club Asia’s ongoing commitment to advancing the quality of golf club management and customer service in the region. With a focus on enhancing both operational efficiencies, along with member and guest satisfaction, the training was designed to empower golf course personnel with the knowledge and tools necessary to deliver world class experiences to members and visitors.

A range of practical and fun exercises highlighted best practice in relation to human behaviour and the management of first impressions, as well as the development of sales skills such as conducting a needs analysis and sales closure techniques.

Participants included senior managers and staff from golf courses across the West Region of Thailand, all eager to learn from 59club Asia’s industry-leading expertise. The partnership between 59club Asia and the TGCA ensures that the knowledge shared during the training can be adapted and implemented across the country, setting a new bar for excellence in Thailand’s golf tourism sector.

“We are thrilled to be working alongside the Thai Golf Course Association to bring this high calibre training to the region”, said Will Hewitt, Director of 59club Asia. “Our goal is to help elevate standards across the entire region and we are fortunate to benefit from the skills and expertise of Araya Singhsuwan of Absolute Golf Services, along with the support of the Association together with The Tourism Authority of Thailand in bringing this project to life.”

Palm Hill Golf Course, Hua Hin, proudly hosted the event, where the excellent facilities provided the ideal setting for immersive, hands-on training sessions, allowing participants to experience real-world applications of the techniques taught.

“We are delighted to partner with 59club Asia in this important initiative,” said Mr Suchat Suwannasri, President of the Thai Golf Course Association. “Uplifting the necessary services and sales skills for the team members at our golf courses is invaluable; it will enhance the overall golfers experience of both local and tourist golfers, whilst also undoubtedly enhancing the ever-growing tourism market of Thailand.”
This training is part of a broader strategy to position Thailand as a leader in golf tourism, ensuring that courses across the country offer premium services that meet global expectations. With golf tourism playing an increasingly important role in Thailand’s economy, partnerships like this one between 59club Asia and the TGCA are essential for driving sustainable growth in the sector.

Andrew Whitelaw led operations at Emirates Golf Club in Dubai – the first property in the region to work with 59club. He is now General Manager and Chief Operating Officer of the 2026 PGA Championship venue Aronimink.

Andrew Whitelaw, Aronimink General Manager and Chief Operating Officer

Tell us about the set-up and model at Aronimink?

It is a traditional American country club and golf is the primary function of the club. The governance structure is fairly typical, with a board of governors – including a President, Secretary, Vice President and Treasurer. We have 14 committees and they are involved in the running of the club. It is a modern governance model and is progressive. We have a forward looking board and we are in the middle of a $30m renovation of the whole property with clubhouse renovations and an upgrade of some of the golf facilities as well as our sport and leisure areas.

We have a new golf learning centre which is now finished. The membership are fantastic, they really love this club and they are very involved and passionate about everything Aronimink. The course is incredible, which is important, and is the basis of everything we do – we are a walking-only course and everybody who plays it will say that the conditioning is as good as you are going to see anywhere. Visually it is stunning and it is most definitely one of Donald Ross’s finest creations.

What is happening now in the planning stages for the 2026 PGA Championship?

The PGA of America have a future sites programme, so for the last three years we have been going to events and meeting the committees who are running all these tournaments from their clubs’ perspectives and learning from their experiences.

The PGA will come on site in the next month and hospitality sales have already started. Our main priority at the moment is working with the local townships or various permits that we need to host such a large event. It is a big year for Philadelphia; it is the 250th anniversary of the United States, the FIFA World Cup is in town that year and the PGA Championship will kick it all off.

How do you calculate a return on investment when working with 59club?

Nearly 15 years ago we started working with 59club at the Emirates GC in Dubai and it was an important piece of how we improved our service at the property. In those days we were focused on customer satisfaction and understanding how we could improve the service side at every touchpoint. We weren’t using 59club to deliver a return of investment or upselling, our main use was to identify gaps

in our service and drive engagement and satisfaction among members and guests. When I moved to Trump Dubai in 2016 we introduced mystery shopping and training and achieved Gold Flag status in the first year. We did the same thing at Portmarnock in 2019.

What’s the best piece of advice you’ve had?

Listen carefully and understand what is being said to you before you reply. A lot of people jump in with a response before they completely understand what they are being asked a lot of the time. You don’t always have to be the first person to speak. I have found that invaluable. Also, when you are starting out, always try and do more than you have been asked and take on things that maybe you weren’t asked to do.

Out of everything that 59club do, what do you like the most?

You can’t be everywhere all the time and, when you work in operations, you don’t always experience what the member or guest experiences. I like the view you get of the personal experience of individuals who understand golf who are then able to give you an unbiased view of every aspect of the service journey. If you get the service at a level where it needs to be people are going to return, they are going to come more often and enjoy their experience more. For me this is the key part of the 59club product although there is so much more to what they offer which is of value.

59club’s commitment to elevate Sales & Customer Service across the entire golf & leisure industry, has seen the Customer Experience Management Specialist launch the industry’s first independent B2B magazine, concentrated solely on excelling standards, service optimization and elevating club profitability.

With operations spanning the UK & Europe, Middle East & Africa, Asia, the USA, Canada, Australia & New Zealand and Korea, 59club are perfectly positioned to become the authentic voice of the global golf business, something their clients, associates and those on the inside have been championing for decades. 

Thousands of affiliate properties have benefited from the customer service insights and data collected through 59club’s extensive mystery shopping program and real-time customer satisfaction surveys. And now, the eagerly anticipated Insights Magazine will act as a platform to share that wisdom and education with a wider audience, as the new publication fills the void and counteracts any misinformation that the industry has suffered. 

Simon Wordsworth, 59club founder & CEO, said; “With opening rates of digital magazines falling, engagement in that digital space can be very difficult and in general any interaction is short lived. We don’t want to be ‘read today, forgot tomorrow’, we’ve just got too much to share for that.

“I wanted us to produce a high quality and informative piece of work that simply ‘lingers longer’in a venue, to remain open at point of interest with the reader, affording them the time and perspective to make positive changes within their business based on fact and understanding. In addition, there are more people within the club/organisation to educate and stimulate discussion. For that reason, digital alone just wouldn’t do for us. 

“We can see from our Club Study results what is on our managers minds and the Insights Magazine will allow us to discuss these topics with the trade and other influencing factors.”

The global edition of the aptly named ‘Insights’ magazine will be hard mailed four times per year to club’s within 59club’s immediate and growing network, a digital counterpart is also available to download on mass. 

The first edition celebrates the best operators in the world having achieved 59club flag status for excelling Customer Service standards and also features the elite Leaders and Properties within 59club’s Eminent Collection - the list to end all debates, as those included truly are the industries finest service providers.  

Subsequent issues are driven by live industry data, as 59club’s universal intel uncovers the truth behind visitor perception, member satisfaction, onboarding processes, attrition behaviours, and event management, right the way through to the Club Study survey results that are posted every two weeks. 

The magazine will also delve into the success and life-lessons shared by some of the greatest operators and most celebrated properties in the world of golf & hospitality. The final publication of the year, will always review the annual customer experience wins & losses, seeking predictions and forecasting for the future. 

Each edition will be informative, educational and focus on insights that you can’t find anywhere else, it’s a guard-down approach to excel.  

Read the Insights Magazine now, and for more information about 59club and the lasting change they can bring to the overall success and profitability of your club, simply visit 59club.com and reach out to your regional 59club Manager.