STRATEGIC PLAN
June 2025
Our Vision
To be the foremost professional club management organisation in England.
What is this strategic plan?
It is a long-term framework that outlines CMAE England's vision, and the goals and actions that will help us achieve it.
The plan details who we are, what we want to be and how we are going to get there.
It was created with the help of GGA Partners, drawing on responses to our member survey conducted in late 2024 and following strategy workshops with the Board.
Why have we done this?
A vision without a plan is just a dream.
Having a clear framework and a detailed set of goals, objectives and targets will help us achieve that vision. It will give us direction and focus, improve decision-making and drive performance and accountability.
What does it mean for you?
Continuous improvement in club management can only be positive for all of us.
A thriving and healthy industry benefits individual members by providing more career opportunities, better job security, higher pay and personal fulfilment. Additionally, it creates a community that encourages collaboration and knowledge-sharing, helping members grow professionally and progress in their careers.
Who we are
CMAE England is a regional membership association of the Club Management Association of Europe and its largest membership partner. It is a professional association for those working, aspiring to work or serving in the field of club management in England.
CMAE England benefits from the CMAE educational programme and provides a regional community for members on the MDP pathway and those who have completed it. The Association distinguishes itself from other associations in England as the primary platform for club professionals from all sectors of the club industry, seeking advancement through education and community knowledge-sharing.
Strategic Framework
The strategic framework outlined below sets out how we can achieve our vision, detailing our mission, values, goals and objectives - as well as the key factors for success.
Primary Goal
Deliver exceptional events
We will deliver an annual programme of ‘exceptional’ events, combining educational excellence with memorable social gatherings.
Objectives:
- Deliver an annual programme of events of a calibre that distinguishes CMAE England in the market
- Deliver, from 2027, one annual 'Unicorn Event' which captures the imagination of the membership and wider industry
- Lever the events as assets for corporate partnership
- Lever the events to expand the brand reach of the Association
Secondary Goals
Relevant & accessible education
In support of our Primary Goal, we will ensure our educational programme is highly relevant by identifying and responding to our members’ priorities, and that attendance at education events is accessible.
Objectives:
- Track and measure topics of relevance to industry and member needs and interests
- Plan and publish the annual programme which reflects these topics of relevance and aligns with the Association
- Capture the engagement of members both on and off the MDP Pathway – particularly CCMs and those who do not intend to complete MDP
- Our educational programme will be equally accessible for all our members, no matter their category of club, geographic location or level in organisation
Value our partnerships
We will enhance the mutual value of our partnerships to support and help deliver our strategic initiatives.
Objectives:
- Grow our corporate partnership program enhancing the value for our Association and for our partners
- Carefully foster a close and collaborative relationship with CMAE
- Maintain appropriate relationships with relevant industry associations, bodies and institutions for the benefit of our membership
Supporting Goals
Strengthen our community
We will strengthen the connectivity of our membership by serving as a valued platform for socialisation.
Effective governance
We will enhance the effectiveness of our Association governance to maximise the power of our limited resources.
Impactful branding & communication
We will expand the reach of our brand in support of our ambition to increase our membership and communicate the goals and impact of our Association.
Grow our membership
We will grow our membership year-on-year to expand our influence and advance our mission.
Critical Success Factors
To ensure the success of the Strategic Plan, it is paramount that it is owned, trusted and understood by all stakeholders, and that it is perceived as a credible and relevant initiative that inspires current members to attend events and new members to join.
Success will depend upon commitment to the achievement of four critical factors that will guarantee the plan's success...
How can you help?
We want CMAE England to be an active and engaged network, so we encourage members to attend events and connect with each other as much as possible.
If you are interested in joining the Board, or supporting the Board in specific areas, please get in touch.
Contact:
Joanne Patience
tel: +44 (0) 20 7614 9443 or email info@cmae-england.uk
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(c) CMAE England 2025
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