Susie Waldock: A trailblazer in golf management at Aberdovey Golf Club

Susie Waldock, General Manager of Aberdovey Golf Club on the west coast of Wales, has built an impressive career in a part of the golf industry that is truly dominated by men. Female General Managers are few and far between in the UK, taking up around 20 per cent of the roles available, so making your voice heard and being taken seriously can be a challenge.

Starting with a background in HR, she moved into the golf industry where she has spent the rest of her career to date. Susie is not one for the limelight or blowing her own trumpet but on hearing her story, it was one I was keen to share. Her story is about a life-changing decision, resilience, adaptability, and a dedication to fostering positive change within the sport.

An unexpected start

Susie’s professional career began far from the fairways. “I fell into HR after leaving school without a clear plan,” she recalls. After a brief secretarial course, she landed her first job with Ericsson’s HR department. Over the years, she worked for telecom giants like Virgin Media and Vodafone, building expertise in corporate HR.

However, a life-changing moment came just before the birth of her first child, when her husband was made redundant. Living in Reading, in south-east England, far from family, the couple decided to relocate to Aberdovey, where Susie had spent summers since childhood. “We bought a house, opened a B&B, and that’s when golf entered my professional life,” she explains.

A casual offer to work one day a week in the pro shop eventually led Susie to where she is today - a journey that has spanned 17 years and countless roles at Aberdovey Golf Club.

Growing with Aberdovey

Susie’s progression at the club highlights her hands-on approach and determination. From managing the golf shop when the club took it in-house to becoming Assistant Manager in 2017 and then General Manager in 2022, she has truly learned her trade.

“I’ve done a bit of everything,” she says. “From stocking and merchandising the shop and running the visitor reception, to managing the expansion of the club’s ensuite bedrooms from six to 10. It’s given me a deep understanding of how the club operates and the needs of its members and visitors. It’s a busy club, with eight to ten thousand rounds played by visitors each year, many of whom come back year after year. We have a reputation for being a very friendly club so building good customer relationships hopefully makes it feel like we are welcoming back old friends.”

Under her leadership, Aberdovey has embraced change, including a move to ability-based tees and the signing of The R&A Women in Golf Charter. With a joint aim to make the sport more inclusive and accessible.

Golf’s role in her life

Golf and in particular Aberdovey Golf Club have always been a part of Susie’s story. She joined Aberdovey as a junior member in 1985, encouraged by her parents, who were avid golfers. Although not many girls played, “I was quite lucky actually, because there were some other families who had girl golfers, so there was a little nucleus of us.” In the South of England, Susie joined Guildford Ladies and then West Hill Golf Club, until as she puts it “life takes over”. It was moving back to Aberdovey that reignited her love for the game.

“It’s like riding a bike – you never forget it,” she says. “Working at the club encouraged me to play more, though finding time now is a challenge. My New Year’s resolution is definitely to get out on the course more!”

Challenges in a male-dominated industry

As one of the few female General Managers in the golf industry, Susie has faced her share of obstacles. “When you attend events like the Golf Club Managers Association (GCMA) conference, you wonder how many women will be there,” she admits. “It can be daunting, but I’ve learned to navigate it by building a strong network and proving my worth.”

Susie acknowledges that traditional attitudes still linger. “There’s no doubt I’ve had to prove myself more because I’m a woman,” she says. Despite this, she maintains a positive outlook, drawing inspiration from her children. “My daughter once asked why I keep striving the way I do when it’s so challenging. My answer was simple: if I don’t, we’ll never progress.

“But, by and large, I have been lucky that the majority of members at Aberdovey have been incredibly supportive and encouraging of my career at the club.”

Driving cultural change

Susie is passionate about creating a more inclusive culture at Aberdovey and beyond. Recent initiatives like de-gendered tees and showcasing female talent – such as Aberdovey’s junior captain Izzy Kelly playing in an exhibition match against Ryder Cup legend, Peter Baker, off championship tees - are breaking stereotypes.

“It’s about showing that women can compete on the same playing field,” she explains. “Izzy proved that when she held her own against male players on a 6,777-yard course. Moments like that educate members and challenge outdated assumptions.”

The future for women in golf

When asked about the low number of female General Managers, Susie highlights a mix of barriers and awareness issues. “Many women might not realise these roles are open to them, and the industry still needs to address the hurdles they face,” she says.

Susie believes that promoting golf management as a career path to schools and universities could help. “It’s not just about playing professionally; there are so many roles in the industry. We need to show young women that this is a viable and rewarding career.”

A positive legacy

Despite the challenges, Susie remains optimistic about the future. “The world is changing, and the next generation won’t tolerate the outdated attitudes we’ve experienced,” she says.

Her dedication to paving the way for others is evident. “I don’t see myself as a trailblazer, but if my work encourages more women to step into these roles, then it’s all worth it.

“Golf is an amazing industry, I just love the way it brings people together. From that point of view, it should be a really good place to work and a safe space for a woman, as long as you've got the right network around you, supporting you.”

In Susie Waldock, Aberdovey Golf Club has not just a general manager, but a role model. Her career path underscores the importance of perseverance, adaptability, and the belief that progress is always possible.

You can connect with Susie via LinkedIn or email. To find out more about Aberdovey Golf Club, visit their website here and more information on the GCMA can be found here.