Elmo Barnard - General Manager, Strand Golf Club

You have been in the golf industry for a long time, what made you choose this career?

I first joined Strand Golf Club as a member when I was 10 years old, so the club has also been like a home to me. After Covid, I was offered a position at the Pro Shop at SGC, and from there my career took shape.

Golf has always been my passion

I moved into Golf Operations. I was then promoted to Acting General Manager, and in 2023 I was appointed as General Manager at the age of 27. Golf has always been my passion and combining that with my love of people made this career path feel like a natural fit.

Has it always been golf for you?

Pretty much, golf has always been part of my life. As a teenager I played on the amateur circuit, travelling the country for tournaments. While my path eventually moved away from playing professionally, those years gave me a solid foundation and shaped my love for the game.

Did you ever play or want to play on tour?

Oh yes, that was the dream. For a long time, my goal was to compete on the Sunshine Tour. Unfortunately, an intercostal injury changed that path, as I was never able to fully recover physically to where I needed to be. That gave me even more respect for the golfers who make it on tour, the level of dedication and resilience it requires is immense.

In your opinion, what is the most important thing to run a successful golf club?

Culture. A club can only thrive if it creates a genuine sense of belonging. At Strand, we’ve worked hard to foster that “home away from home” feeling - where the golf is excellent, but the real magic happens in the clubhouse, with friendships, laughter, and a sense of community.

With Strand GC being so close to the seaside, what are your biggest challenges at Strand GC?

Let’s just say the wind here isn’t shy. The south-easterly wind is a constant companion, at times blowing at 50 km/h or more. It adds a layer of complexity to the game that tests even the most seasoned golfer.

Beyond that, our layout features water hazards and strategically placed trees that require thoughtful shot-making. Together, these elements create a course that demands respect but also makes every round memorable.

Has golf grown in your opinion over the last two years?

Absolutely. We’ve seen remarkable growth, especially among younger players. Golf has shifted from being viewed as a traditional, “serious” sport to something more social and approachable.

Younger members see the club not just as a place to play golf, but as a community to belong to

Guys like Good Good Golf showed the world you can have a laugh out there without taking yourself too seriously. That’s made the game feel more inviting, and it’s brought a whole new energy to clubs like ours.

Today, younger members see the club not just as a place to play golf, but as a community to belong to, a lifestyle choice that balances sport and social connection.

With consumers already being careful about how they spend their money these days, what is your plan to attract people to the club?

The reality is that golf clubs can no longer rely on green fees alone. At Strand, we’ve invested in a social media marketing team to showcase our facilities and to break down the misconception that a golf club is “members only.” We’re also opening our doors to the wider community by partnering with local groups like the Strand Athletics Club and the Helderberg Darts Club.

The goal is simple: make the club part of everyday life, whether you’re a golfer or not

By positioning ourselves as a welcoming hub for both golfers and non-golfers, we’re creating new revenue streams and strengthening our place in the community. The goal is simple: make the club part of everyday life, whether you’re a golfer or not. That way, people see us as more than just a course, they see us as a a place to find community.

Slow play is one of the biggest problems in golf today, how do you manage it at Strand GC?

Slow play isn’t a major issue at our club, but when it does occur, our marshals step in respectfully to keep things moving. For us, it’s about balancing standards with patience, especially with newer golfers who are still learning the game.

Does your position require you to be available on weekends, evenings, and holidays? Does this place demands on your personal life?

Yes, being a General Manager often means working weekends, holidays, and evenings when needed. Although it places demand on my personal time, as members and clients often expect availability around the clock, I’m lucky to have an incredible partner who understands the late nights and long hours. Without that support, it would be much harder to keep all the balls in the air.

What are your short & long term goals?

Short term, my focus is unlocking the full potential I’ve always believed Strand Golf Club has.

Long term, my ambition is to be recognised as one of the leading General Managers in the South African golf industry. And perhaps one day, when I’m 50, I’ll return to the competitive side of the game and give the senior tour a go.

What do you enjoy doing in your free time?

When I’m off the clock, you’ll probably find me with the people I love most, on the padel court, out for a round of golf with the boys, or maybe catching a few waves. I also love trying new restaurants. Basically, if it involves people, a laugh, and good energy, I’m there.

Do you still get time to play?

People think working at a golf club means endless rounds, if only! The reality is, I play far less than I’d like. I was once a +3 handicapper, but now I’m sitting at 3.5. But the competitive fire is still there. I’d love to get back to provincial level and test myself against the best amateurs again.