Revitalising St George Leagues Club:
A Strategic Turnaround
A case study by Paul Dunn, Belief First
Introduction
St George Leagues Club, once the ‘Taj Mahal’ of the industry, was a leader in the 1990s and early 2000s. Despite changing the Registered Clubs Act to allow more than 50,000 members, the club’s membership had dwindled to 16,000 by December 2021 when Craig Epton took over as CEO. Faced with declining turnover and membership, the club sought strategic assistance to reclaim its former glory.
Objectives
Increase membership and turnover.- Revitalize the club’s operations and strategic planning.
- Expand through amalgamations and renovations.
Challenges
- Membership had decreased significantly from its peak.
- Turnover was substantially lower than in previous decades.
- Operational inefficiencies and a need for strategic direction.
- Need to modernize facilities to attract new members.
Solution
Paul Dunn was introduced to Elie Bassil, the newly appointed COO, in April 2022, and subsequently met CEO Craig Epton in May 2022. Starting in September 2022, Paul worked with the executive team, including Irina (CFO), Lisa (HR), Lisa (Marketing), and the operations manager, to develop a comprehensive operational plan.
Implementation
- Conducted a two-day operational planning workshop over two Thursdays, uncovering 66 key operational destinations (goals) for the club.
- Continued to work with the executive team over the next 15 months, focusing on executing the operational plan.
- Addressed staffing changes, with new HR and food and beverage managers coming on board during the implementation phase.
- Supported the club through two significant amalgamations and a major renovation of the gaming lounge.
Results
- Membership Growth: Membership increased from 16,000 to 25,000.
- Turnover Increase: Achieved significant improvements in financial performance and turnover.
- Strategic Expansion: Successfully amalgamated with Arncliffe Scots and initiated the process to amalgamate with St George Masonic Club (Maso’s).
- Facility Enhancements: Renovated the gaming lounge, leading to positive feedback and increased usage. Plans are in place for a comprehensive refurbishment of the entire club.
Conclusion
Through focused strategic planning and operational improvements, St George Leagues Club has embarked on a successful journey to regain its status as an industry leader. With increased membership, improved financial performance, and ongoing renovations, the club is well on its way to a brighter future. Paul Dunn’s involvement has been pivotal in this transformation.
Interested in revitalizing your
club’s operations and strategic direction?
Contact Paul Dunn at Belief First for a consultation and discover how our tailored programs can help your club achieve similar success.
