100 | A Milestone Moment: Inside the Future of Private Club Management with Jeff Morgan

Summary OUR 100TH EPISODE! In this exciting, milestone episode of Leadership on the Links, Tyler Bloom and Meredith Otero sit down with Jeff Morgan, CEO of the Club Management Association of America (CMAA), to explore what the future holds for private club leadership, workforce development, and the role of technology in transforming the club experience. Jeff shares how his background in finance and technology led him to association management and ultimately to the helm of CMAA, one of the most influential organizations in the private club industry. From building a more diverse leadership pipeline to tackling governance challenges and embracing AI, this conversation covers the full landscape of where clubs are headed and how the professionals inside them are rising to meet the moment. Whether you are a superintendent eyeing a path to club leadership, a GM navigating a shifting membership, or a club professional curious about the forces shaping the industry, this episode delivers real insight from someone who has dedicated over a decade to advancing the profession. What You'll Learn in this Episode: CMAA has grown dramatically since COVID, with nearly half its current membership joining post-pandemic, signaling a surge in interest and investment in professional club management. The pathway to becoming a general manager has opened significantly, welcoming superintendents, chefs, CFOs, and wellness professionals into senior club leadership roles. Jeff outlines what good club governance looks like: a true partnership between the board and staff team, with boards focused on financial stewardship and strategic vision rather than day-to-day operations. Women now represent roughly a third of CMAA's membership, and for the first time in the association's history, four women currently serve on its national board of 13. AI and autonomous technology will not replace human connection at clubs but will free up professionals to focus on high-touch member experiences and more meaningful work. CMAA is approaching its 100th anniversary with a new member needs analysis that will shape its next strategic plan, designed to serve an evolving and growing profession for the next century. The integration of amenities, golf, fitness, food, wellness, and social programming, is what creates the kind of stickiness that keeps members engaged and clubs financially healthy. Links and Resources Jeff Morgan – LinkedIn Profile Club Management Association of America (CMAA) – cmaa.org BOOK A STRATEGY CALL