United Arab Emirates: 59club has enhanced its accelerating global footprint with the opening of a dedicated office in Dubai, signalling the official launch of 59club Middle East and Africa.

Already, 59club has established and developed relationships with 14 well-known golf resorts in the region, including Dubai Golf, Aldar properties in Abu Dhabi and resorts in Mauritius and Seychelles.

The announcement cements 59club’s commitment to the region and recognises its success there by creating the structure for an on-the-ground service for existing and new clients. It follows the launch last November of 59club Asia, an Associate Business Member of the Asian Golf Industry Federation.

As demand for 59club’s expertise and intel increases, additional offices are set to open in emerging destinations worldwide.

As well as a local presence, the development of new spa, food and beverage and hotel products will allow 59club MEA to enhance performance within the high-end leisure market the region is famed for. Its market-leading software and assessment criteria provide the resources to improve and maintain ‘sales and service’ etiquette, increasing customer satisfaction, revenue and profits in the process.

The 59club MEA team will consist of Neal Graham and Mark and Sally Bull, who collectively boast more than 30 years’ experience working in the region. During this time, they have established relationships with key stakeholders within the golf, spa and hospitality industries, which will be pivotal to future success.

Simon Wordsworth, 59club CEO, said: “I’m delighted to announce the launch of our Middle East and Africa division and hugely excited to have Neal, Mark and Sally on board at the helm.

“Boasting some of the finest leisure destinations worldwide, 59club’s growing profile in the UAE and Africa presents the opportunity for operators to enhance their offering even further and ensure the region’s reputation for service is extended. For our clients, this also means business growth and I anticipate an immediate impact under the leadership of our 59club MEA team.”

59club Middle East and Africa Co-Director Graham, added: “We are excited to enhance the service and offering to our current and potential new clients within the region. The expansion of our products into the spa and hospitality areas represents an exciting development and will enable us to utilise the powerful management tool to identify areas of concern and assist clients with training and support. 

“For the first time, it will provide operators with the tools to benchmark their standards against competitors, the industry and some of the leading venues worldwide, which is going to have a tremendous impact on performance.”

Over the past 10 years, 59club has made its mark by providing data-driven solutions and industry benchmarks to address issues of sub-par sales and service performance, to which many leading venues have aligned their principals.