The Club Champions campaign aims to learn more about the hardworking individuals behind our local clubs. We discuss their services, their stories and what qualities stitch together their community. We want to know more about the future of these clubs, and what drives the champions dedicating their time to these local institutions.
For this edition of the series, I wanted to learn more about Moor Allerton Golf Club’s new general manager, Lewis Clarke. I was fortunate to be offered an all-access interviewby Lewis; so he came ready to discuss everything from career milestones, to job responsibilities, to the future of the club. It wouldn’t be a surprise if Lewis Clarke of Moor Allerton is the youngest general manager of a golf club in the UK.
– Written By Patrick Sheerin
At the ripe old age of 30, Lewis’s career hit a huge milestone when in 2025 he was formally offered the role of General Manager at Moor Allerton Golf Club. With over a decade in the industry and more than enough skill and vision to offer, Lewis now finds himself at the top role in one of Yorkshire’s most affluent golf clubs.
At first glance, Moor Allerton would seem an unassuming traditionalist course, boasting 27 holes, located high up on the beautiful parkland outskirts of Leeds. Many famous faces have graced the greens, with a John Daily testimonial embellished proudly outside the pro shop. However behind the scenes, the young leadership team are influencing the business model. The old on-site bowling green has been replaced with new high-tech paddle courts; music plays inside the clubhouse, creating a relaxed and welcoming atmosphere; and a modern driving range is under construction. The future is bright under the vision of Lewis Clarke and the guidance of his board – which is why Lewis is a Club Insure ‘Club Champion’.
About Lewis Clarke, Moor Allerton General Manager
Lewis discusses his career in golf, which only started in 2014. Lewis turned pro at 18 years old and started playing on the circuit, travelling up and down the country as well as internationally. Lewis saw success, a few wins on the 1836 golf tour and regional events, but ultimately Moor Allerton Golf Club presented a more fulfilling opportunity.
“I got lucky and managed to gain a few sponsors from my local club, Low Laithes Golf Club in Wakefield. But unfortunately as I toured I found I was losing out in two key ways. The cost of travelling and maintenance, especially the times where I wasn’t winning, and the time lost when I could have been working or socialising back at home. So for example I might be in Scotland for a week, and although I had the sponsorship money to travel and to cover the hotel rooms, it’s still a week away from the shop or teaching. I felt I was missing out on life.
Because of this, I started to lose the enjoyment for the sport. You’d start off the season staying in half decent hotels and by the end of the year you’re in box rooms or living out of your car on Tesco meal deals. Then the pandemic happened, everything stopped, but fortunately I was offered the opportunity to take over as Head Professional.
Carl Hegarty and Johnny Ellis on the Moor Allerton board asked me if I’d like to step into the role. So in February 2021 after lockdown, I gained responsibility over the pro shop, and the teaching schedule, as well as managing internal tournaments. At that time, we had a partnership with Snainton Golf who were an online retailer that would stock the pro shop. They would buy in bulk, take away all the liability and give the club 50% of the profits. It was a good set up and I took on the role gladly.
The PGA degree course, the course required to become a golf pro, teaches you all aspects of golf; including how to run a shop, customer fits, business and administration. It’s also recommended that you specialise into retail, playing, teaching or management. So 2 years later in 2023, when the golf club ended its relationship with Snainton Golf, I was ready for stocking the pro shop and managing finances to become my responsibility. This took time away from teaching.
Then in the summer of 2024, I had the opportunity to leave onto pastures new. I had a discussion with Carl, the GM at the time, who didn’t want to lose me, and he suggested I stay and work towards a General Manager role at the club.
Slowly I started to learn more of the roles and responsibilities upstairs, about finances, membership retention, health and safety, recruitment, as well as the day to day running of the club. I officially took over as General Manager on 1st July 2025.”
Lewis discusses the responsibilities of a General Manager of a golf club
Lewis has taken to his new role like a duck to water. The key responsibilities of being in the top role are not lost on him, and he’s keen to improve himself through the new PGA Director of Golf degree.
“When I first became a PGA pro, I never considered becoming a club manager – but the more I thought about it, I had all the skills required. I already organised the societies and visitor’s days and my membership retention responsibilities didn’t change.
Some big changes and new responsibilities included tackling the finances of the club – understanding the cash flow. It’s also the super important tasks that nobody sees; the regulations, the health and safety and the insurance.
I’ve benefitted from Carl Hegarty, the previous General Manager, still being here three days a week. He’s now the treasurer and shares an office with me. As a manager, it’s essential to have someone to bounce ideas off.
I’m midway through completing the new PGA Director of Golf degree. It’s a new degree that aims to elevate PGA pros with an extension of skills to move into management. The units include membership retention, course management, green keeping, catering and health and safety – everything needed to help a golf club run smoothly.”
Lewis discusses recruitment and the importance of teamwork at a golf club
With Lewis’s promotion, the role of Head Pro needed filling. Lewis is now focussed on recruitment across a number of roles, ensuring the work-ethic and positivity within the club remains.
“One of my worries when I took on the role of General Manager was having to also manage a Head Pro. I know I couldn’t juggle both responsibilities, and I didn’t want someone completely new coming into the business at that moment, it would be too much change. Fortunately, PGA Pro George Carroll, who was my assistant when I was Head Pro, was ready. George is younger than me, and played a big part of my success as Head Pro. He is integral to the club and deserves the promotion.
It helps having people you trust in key roles, and we’ve got a great team here at Moor Allerton. Adam (Matthews) our Course Manager has been here a number of years and we are good friends outside of work. We are all honest, and are each other’s biggest critics.”
Moor Allerton is in the process of reorganising its hospitality set-up. The franchise are ending their term with the club and Lewis has made the decision to bring the kitchen in-house. This is a bold move and a big change, offering a plethora of benefits if done right, which is why Lewis is presently interviewing for a new Head of Catering.
“When the franchise company called me to hand in their notice, we had to make a decision: Do we outsource again or bring the kitchen inhouse? Outsourcing meant no responsibility over staff or stock, but we couldn’t dictate the opening hours or the menus. We also took no profits and would lose money over winter when the clubhouse is quiet.
So, I’ve made the decision to bring it inhouse, but we will walk before we can run. The menu is going to be really simple, sandwiches and soups, but with good fresh coffee. Then after the new year I’ll look at bringing in a larger team to improve the functions and corporate golf days. Once May 1st comes around and the clubhouse starts getting really busy, we’ll be ready. And I think after managing the pro shop ourselves, we’ve proved we can do it – managing stock and staff and cash flow – it’s exciting.”
Health and Safety and Risk Management Measures for a Golf Club
With the many changes and alterations to the golf club, we wanted to know how Moor Allerton have adapted to emerging risks and what they are doing to actively reduce risk. Lewis was keen to talk about a few of the changes he’s made to improve safety and security.
“I changed the front door code for the first time in 30 years. We have a new door code policy, with a code for members that changes every month, and a new code for non-members every few days. We email this out directly, or they have to get the code from the pro shop, which helps us keep tabs on everyone coming in.
There are plans to add more coded doors, especially with our new paddle development now sharing the car park. We give the Paddle Manager the code on a weekly basis, controlling how and when they use our facilities. We often have interested individuals who have maybe come for the paddle wanting to view the clubhouse and golf course, which is why it benefits us to have so many cameras.
The CCTV runs on two circuits, one for the greenkeeper’s sheds and one for the clubhouse and car park. All the equipment and machinery is covered, as well as the bar area, reception, entryways and pro shop. Anywhere money transactions take place or high risk areas such as stairs.
We occasionally get young guys on bikes or quad bikes donut around the car park. We don’t have gates at the front entrance of the car park, mainly because of the cost aspect and operationally managing a gate code is inefficient. But we do have the course all fenced off now, so no one can access the greens. Adam, the Course Manager, he has a WhatsApp group with local golf clubs and greenkeepers who keep in contact if they have any issues.”
I asked Lewis if he had heard about the armed gangs stealing silverware from golf club trophy cabinets but Lewis said nothing that dramatic has happened at Moor Allerton.
Lewis gives his opinion on Club Insure
Lewis was happy to talk about Club Insure. Club Insure have had a longstanding relationship with Moor Allerton, often providing guidance on health and safety and risk management, and Moor Allerton hosts the Club Insure charity golf day each year.
“I believe we’ve always had a good relationship with Club Insure. It’s always been fair and honest, and that’s the service golf clubs need and deserve. I’m looking forward to our renewal in spring.
With all the changes and developments happening on site, its good to know that I’ve got Club Insure there helping me. If I’m unsure on anything, or if something needs adding to the cover, I can call them any day and they’ll pick up, or even visit. Fortunately we’ve not had a claim, post-covid, but it’s good to know Club Insure are there to support us.”
Future developments at Moor Allerton
Lewis was keen to talk about his ideas for Moor Allerton, and how he’s looking to improve profitability and change the direction for the club. Golf Clubs are one of many businesses that have been under extreme financial pressures over the past few years. Small businesses with lots of land, margins are often tight for golf clubs. It’s up to the general manager to find sustainable and inventive ways to inject money into the club, without jeopardising the membership.
“We’ve got a few projects lined-up. The main one if the landfill development we’ve got on site which we are utilising to redesign the driving range. Lorries come and drop refuse topsoil in a designated area, which gains us some income. We are then using that topsoil to redevelop the driving range, funded by the money gained from the project. Soon we’ll be able to build a facility, a new driving range for members and visitors with modern equipment. The project kills two birds with one stone.
We are also investigating how we can benefit the golf course and make it more playable throughout winter. There are ideas to reduce the number of holes from 27 to 18, and look into the Government’s Biodiversity schemes, however that decision won’t be made until next year. The emphasis is to put back into the club so the members see the benefit.
Having a Board of Directors that are aligned, who understand the main goal and vision, is essential. They lean on the skills of the Heads of Department – speaking to them every week. It means George can make decisions; Adam can make decisions; and I can, based on what we know.
We also have a huge paddle development which has now been completed. It was built over the course of 6 months last summer, and so far it has been a huge success.”
Paddle Courts at Moor Allerton Golf Club
Moor Allerton Golf Club have partnered with Pure Padel, leasing land in order to build a paddle tennis facility. Replacing the unused bowling green, four paddle courts make up a complex which includes a reception, bar area, outdoor drinking and viewing section as well as toilets. The service has seen unprecedented success; the courts are popular every hour of every day and some players have even enquired about membership to the golf club. Golf club members receive a discount toward the paddle bookings, and Moor Allerton staff are keen to cross-sell and develop their own game.
Thankfully the golf club has a large enough car park to accommodate the new visitors. Lewis ensures that so far there has been no issues, and the noise is barely noticeable with the paddle courts being fenced off and tucked away.
“We knew what we wanted to achieve and cherry-picked the best companies, finding Pure Padel to be the best and most suitable. They rent the space from us, and they paid for all the groundworks and construction. It happened all quite quickly, like a Meccano set.
It’s completely self-sufficient. We like to think that there are a lot of similarities between paddle and golf. A lot of our members play paddle – it’s a growing trend, whether it’s for enjoyment or fitness. Our complex opened in August and it’s already got a huge following, and I think the partnership between the sports is helping to break the elitist stigma surrounding golf clubs.”
To hear more from Lewis about the benefit of Paddle Courts at Golf Clubs, see our article: Paddle Tennis at Golf Clubs
Thank you to Lewis for his time and Good Luck in his new role moving forwards. For any golf club manager wanting to learn more about Moor Allerton’s set up, Pure Padel partnership or anything discussed above – contact the Moor Allerton GC office or contact Club Insure.
At Club Insure, we want to do the best by our clients and celebrate their successes. If you have a club champion at your sports club or social club, please let us know.