19/05/2025
Breaking The "Grass" Barrier!
Is there something wrong with the headline, you wonder? Should the word "grass" really mean glass? Thanks for noticing because what you are about to read is a matter of epic proportions.
The golf industry has traditionally been male-dominated, but change has started happening, albeit slowly. Today, against a backdrop of claims of misogyny, there is an increasing number of women who have ascended to the lofty position of directors of golf operations in golf clubs, especially in the Western world. The LPGA, for example, has a large membership of women golf professionals, including those in management positions like directors of golf. While the number of women in these roles is growing, the pace needs to pick up and today, it's not uncommon to see women in leadership positions within golf clubs and resorts.
However, this is not a trend in Asia where the job of a Director of Golf Operations is still very much the exclusive domain of men with the exception of perhaps one golf club and that club is no ordinary golf club. It is one of a few in Asia which is ranked amongst the world's top 100 golf clubs, a position of prestige that it has earned through being progressive in its outlook towards how an elite golf club should be operated.
That club is Singapore's Sentosa Golf Club, home to the HSBC's Women's World Championship and the LIV Golf League - two golf tournaments which rank amongst the best in the world. The club is also globally renowned for its two world class championship golf courses, the Serapong and the Tanjong which have repeatedly earned the praise of the world's best professional golfers, both men and women alike.
After this lengthy introduction, we get right down to brass tacks! The story you are about to read is about creating history in golf, at least golf in the Asia region.
Sentosa Golf Club, which is known for its leadership in a myriad of areas relating to golf, has pushed ahead to establish another milestone and its newest industry rocking achievement has to do with its Director of Golf Operations.
The club has stepped up to the plate and appointed a lady to this important executive position. That lady is Nicole Thew - with the appointment, not only has she broken the proverbial glass ceiling, but she has shattered the barrier to be anointed as the first ever woman to be declared as the Director of Golf Operations of a tier one golf club in Asia and a club ranked amongst the top hundred in the world!
When ASIAN GOLF sat down with the professional manager for a chat, she was elated and declared, "It is a proud moment for me. I feel grateful, humbled, and excited to take on this role. I hope it inspires more women to step confidently into leadership roles in golf and beyond. It is a big responsibility, but one I carry with a lot of passion and commitment."
Nicole has earned the appointment after spending a good many years learning the ropes of club management from the bottom up and her experience and knowledge in running the operations of a world class golf club is second to none, and this includes the guys!
"I believe it is down to experience and other factors: a deep understanding of golf operations, a strong work ethic, and the rock-solid foundation of strong relationships with all stakeholders - from members to guests, partners, and my team over the years. I’ve always treated this like running my own business - caring about every detail, thinking ahead, and making decisions as if the success of the club depends on me," she explained.
Sentosa Golf Club, ranked number in Singapore and also ranked as the top tournament golf course in the Asia Pacific, draws a very discerning membership - a mix of local elites and international members. It is the highest priced membership club in Singapore with over S$1 million dollars reportedly paid in the open market to become a member.
Given its membership profile, one wonders the challenging demands that this can create for a Director of Golf Operations to which Nicole answered: "Sentosa is a very special club. Most of our members are supportive and understanding, but challenges will always arise. I have learned to keep a clear mind, listen carefully, and be honest. I explain the reasons behind certain decisions, and most people appreciate that transparency. Whether I am handling concerns, guiding the team, or planning events, I try to stay focused on what matters most."
Nicole's job, next to that of the club's general manager, is very demanding but she is a lady who does not back down on any tasks, willingly takes on a whole load of responsibilities to develop, implement, and monitor annual budgets, revenue goals and expenses for the golf operations department. How does she find the time to do all this and develop, maintain and administer sound organizational plans and initiate improvements as necessary? To which Nicole responded, "Time management is key when involved in both the big-picture planning and daily operations. I stay organised, delegate when needed, and remain close enough to guide the team. Having a strong and reliable team makes a huge difference."
Central to her management ethos is this advice she gives her staff: "I often tell my next in line: treat this like it’s your own business. Make and spend money as if it is coming out of your own pocket. When you care that much, you won’t let the business fail. That mindset keeps us focused, accountable, and always striving to do better."
Nicole is also extremely cognisant of the importance and need to always deliver an experience to members and guests that exceeds their expectations - a hallmark of Sentosa. "We focus on the overall experience. As we often say - we don’t just offer golf, we offer an experience. That means clear communication, strong teamwork, and making sure everyone understands what great service looks like. As we welcome both members and guests, we work hard to maintain the right balance. It’s about making sure members feel recognised and appreciated, while guests feel welcomed and valued too. We aim to create a warm, inclusive environment where everyone feels well looked after, every time they visit."
Talking about the Sentosa "golf experience, Nicole pointed out: "I am hands-on when it comes to hiring, training, and supporting the team. I believe in setting clear expectations, giving regular feedback, and enabling the development of every single team member. We celebrate wins and face problems together. The team knows I am passionate and approachable. They feel comfortable coming to me—even with personal matters—because they know I care. At the same time, I am firm when it comes to standards. I believe in being fair and clear about what we are all here to achieve."
There is no denying that Nicole has earned her appointment as Director of Golf Operations of the most prestigious golf club in the Asia Pacific. "Good service starts with the small things—being present, paying attention, and showing genuine care. I always encourage the team to take pride in what they do and to go that extra mile. We also listen to feedback and use it to improve. Service is not a one-time thing—it’s a daily commitment."
"I want Sentosa to continue in its current position as leader - not just in golf, but also in service, innovation, and sustainability. I see my role as setting the direction while giving the team the tools and support they need to grow. When people feel motivated and proud of their work, they naturally deliver great results. I want us to keep pushing boundaries and raising the bar together."
So, Nicole is one spunky lady who is proud to be a Director of Golf Operations and a woman who is committed to being the best that she can be. As she strives for greater excellence, she will not stop at shattering other sacred glass ceilings in the golf club industry. You show them, Nicole!
