The role of a General Manager (GM) has always required versatility, resilience, and diplomacy. Today, however, the pressures are greater than ever before. Clubs are dynamic environments where operations, governance, member expectations, and financial stewardship intersect. GMs are navigating broad responsibilities, and boards and members should recognize the unique demands of this role. By understanding these challenges, clubs can build supportive environments that allow their leaders and their communities to thrive.
Rising Operational Pressures
Talent Shortages and Workforce Dynamics
Attracting and retaining staff continues to be one of the greatest hurdles. Competition from other industries, shifting workplace expectations, and the increasing importance of culture and growth opportunities all affect a club’s ability to maintain a stable workforce. For many clubs, it has become more challenging to fill seasonal and part-time roles, making staffing consistency an ongoing concern.
Escalating Costs and Financial Stewardship
Costs for food and beverage, utilities, and preventative maintenance continue to rise, while members expect consistent quality and service. GMs are often placed in the position of balancing rising expenses with the need to maintain strong financial performance. Inflation, supply chain variability, and unpredictable market conditions all add complexity to daily financial decisions.
Expanding Member Expectations
Members now look for more variety in programming, more amenities, and more personalization. These expanded expectations put additional pressure on staff and operations, especially when resources are limited or stretched across multiple offerings. Clubs also face the challenge of appealing to diverse generations at once, balancing long-standing traditions with fresh, modern experiences.
Technology Integration
Technology has become central to operations, from reservation systems to communication platforms. GMs are responsible for introducing, maintaining, and updating digital tools while helping staff and members adopt them successfully. At the same time, GMs must evaluate which technologies truly add value versus those that may overwhelm staff or complicate the member experience.
Governance and Leadership Challenges
Board-GM Alignment
The relationship between the GM and the board is one of the most critical factors in a club’s success. When expectations, priorities, or communication styles are not aligned, the impact can be felt across the organization. Even small disconnects in governance and management roles can grow into larger cultural or operational challenges.
Strategic Planning and Change Management
Without a clear strategic plan, GMs may find themselves reacting to short-term demands rather than guiding long-term progress. Planning that looks beyond the immediate needs of the club remains a pressing challenge for many GMs. This can be particularly difficult when member demographics are shifting, or when capital investments require tough prioritization decisions.
Member Governance and Communication
GMs serve as the bridge between staff, boards, and members. Conflicting perspectives and generational differences can make communication complex, and GMs are often placed in the middle of balancing competing expectations. This balancing act can be emotionally demanding, requiring patience and diplomacy in addition to operational skill.
Helpful Insights for Success
While the challenges are significant, there are steps clubs can consider to better support their leaders and strengthen operations:
Looking Ahead
The General Manager role is demanding and more essential than ever. Operational challenges such as workforce shortages, rising costs, member expectations, and technology are layered with governance challenges around board alignment, planning, and communication.
By understanding these pressures and embracing collaborative solutions, clubs can position their leaders for success. Strong leadership, supported by alignment and trust, continues to be the foundation of exceptional member experiences and sustainable growth. When boards, members, and managers work together with empathy and clarity, the club community is strengthened and the future becomes more resilient.
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About the Author: Paige Frazier