Sam Oliver
Surrey
Summary
Commercially driven golf leisure executive with over 25 years of experience in luxury golf resorts and private members' clubs. Expertise in membership growth, business transformation, and revenue generation, with a proven track record in operational leadership and luxury brand partnerships. Recognized for developing high-performing teams and delivering exceptional member experiences in prestigious organizations such as Wisley and Dalmahoy Hotel & Country Club.
Overview
29
29
years of professional experience
Work history
Membership Director
Club Condor
2024.11 - 2026.06
- Lead membership acquisition strategy for the launch of Club Condor's flagship site, driving membership recruitment and revenue growth.
- Develop and execute targeted membership campaigns, leveraging industry networks and strategic partnerships to generate high-value prospects.
- Drive member engagement and retention initiatives to maximise long-term membership value and satisfaction.
- Collaborate with founders, advisors and stakeholders to shape commercial strategy and membership positioning.
- Support business development across marketing, operations, recruitment and golf functions.
- Monitor market trends and competitor activity to identify opportunities for growth and innovation.
Membership & Marketing Director
The Wisley Golf Club
2019.12 - 2024.11
- Led membership growth, brand development and member experience strategy for one of Europe's most prestigious private members' clubs.
- Transformed membership demand from member attrition concerns to a thriving waiting list environment.
- Designed and implemented a best-in-class member journey, improving conversion, onboarding and long-term engagement.
- Established strategic partnerships with leading luxury brands including Bentley, Ferrari, Aston Martin, Watches of Switzerland, NetJets, Rocco Forte Hotels and Sotheby's International Realty.
- Led the redesign and relaunch of the club website and member app, enhancing communication and engagement.
- Created and launched The Wisley Travel Hub, delivering exclusive domestic and international golf experiences for members.
- Oversaw Upswing, the club's flagship member publication and digital content platform.
- Worked closely with the CEO on organisational structure, operational processes, staff development and future investment planning.
Director of Golf & Leisure
Dalmahoy Hotel & Country Club
Edinburgh
2017.05 - 2019.12
- Executive leadership role responsible for commercial performance, operations and strategic development across golf and leisure.
- Introduced new membership categories that generated more than 200 new members within 12 months.
- Led capital investment planning and delivery following the property's transition from Marriott management.
- Restructured departmental operations and staffing, improving customer satisfaction and employee engagement scores.
- Developed growth strategies across membership, retail, golf operations and leisure services to increase revenue and profitability.
- Managed budgets, forecasting, marketing, PR, customer service and operational performance.
Director of Golf
Brocket Hall
2016.07 - 2017.01
- Appointed to rebuild operational stability, commercial performance and brand reputation following a period of organisational disruption.
- Recruited and developed a new golf operations team focused on premium service delivery.
- Implemented a new membership growth strategy and proactive sales culture.
- Produced a long-term business plan for the redevelopment of the Brocket Hall Academy.
- Secured a flagship European Challenge Tour event through industry relationships.
- Introduced leading PR and marketing agencies to support the club's rebranding strategy.
Sales Director
Alfred Dunhill
2014.08 - 2016.02
- Led market development for the launch of the Alfred Dunhill Links luxury golf apparel collection.
- Established global retail partnerships with premium golf venues and luxury operators.
- Developed sales strategies, processes and commercial frameworks to support expansion within the golf sector.
Area Sales Manager
TaylorMade Golf
2012.03 - 2014.08
- Managed sales and business development across the North of England territory.
- Delivered sustained sales growth through account management, new business acquisition and retail partnerships.
- Executed product launches, merchandising initiatives and customer education programmes.
- Consistently achieved territory sales targets and growth objectives.
Director of Golf
Macdonald Linden Hall
2010.03 - 2012.03
- Led a commercial turnaround programme across golf operations, membership and hospitality.
- Developed annual budgets, sales plans and revenue growth strategies.
- Increased customer satisfaction standards, contributing to Linden Hall winning 59Club Golf Operation of the Year.
- Enhanced membership retention and attracted new corporate, society and leisure business.
- Managed recruitment, training and performance development across golf operations.
Golf Operations Manager
Slaley Hall
2007.01 - 2010.01
- Managed golf operations at one of the UK's leading golf resorts.
- Led service delivery, staffing, events, retail operations and customer experience.
- Developed revenue-generating initiatives across golf, events and retail operations.
Resort Sports Manager
Slaley Hall
2005.01 - 2007.01
- Managed leisure club, spa and sports operations.
- Developed sporting programmes and guest experiences to increase participation and revenue.
PGA Professional
Slaley Hall
1997.01 - 2005.01
- Delivered coaching, player development and operational support.
- Built strong foundations in golf operations, customer service and business management.
Education
CMAE CMDip -
Club Managers Association of Europe
CMAE Golf Management Level 2 -
Club Managers Association of Europe
CMAE Golf Management Level 1 -
Club Managers Association of Europe
NPLQ Life Guard Qualification -
National Pool Life Guarding Association
PGA National Diploma -
Professional Golfers Association
Skills
- Membership acquisition and retention
- Relationship management
- Member engagement strategies
- Marketing strategy development
- Financial acumen
- Professional networking
- Event planning and execution
- Communication skills
REFERENCES
References available upon request
Accomplishments
- Successful golf achievements at club, county, national and Professional level with both county and international honours.
- 2005 - De Vere Slaley Hall Employee of the year 2005.
- 2011 - Lead Linden Hall to 59Club 'Golf Operation of the Year'.
- 2018 - 59Club Service Excellence Award for Dalmahoy.
Timeline
Membership Director
Club Condor
2024.11 - 2026.06
Membership & Marketing Director
The Wisley Golf Club
2019.12 - 2024.11
Director of Golf & Leisure
Dalmahoy Hotel & Country Club
2017.05 - 2019.12
Director of Golf
Brocket Hall
2016.07 - 2017.01
Sales Director
Alfred Dunhill
2014.08 - 2016.02
Area Sales Manager
TaylorMade Golf
2012.03 - 2014.08
Director of Golf
Macdonald Linden Hall
2010.03 - 2012.03
Golf Operations Manager
Slaley Hall
2007.01 - 2010.01
Resort Sports Manager
Slaley Hall
2005.01 - 2007.01
PGA Professional
Slaley Hall
1997.01 - 2005.01
CMAE CMDip -
Club Managers Association of Europe
CMAE Golf Management Level 2 -
Club Managers Association of Europe
CMAE Golf Management Level 1 -
Club Managers Association of Europe
NPLQ Life Guard Qualification -
National Pool Life Guarding Association
PGA National Diploma -
Professional Golfers Association