ABOUT MELISSA

Melissa Low is vice president of communications and advocacy at the Club Management Association of America. With more than 20 years at CMAA, she has played a key role in shaping the association’s communications strategy, event marketing, media outreach and advocacy efforts.

Throughout her career, Melissa has worked at the intersection of industry education, public affairs and legislative engagement, helping club leaders better understand the issues shaping their operations and communities. Known for her thoughtful, informed and highly practical approach, she brings a broadview of the private club industry and a deep commitment to helping professionals stay informed, connected and prepared for change.

EPISODE HIGHLIGHT

Step into a conversation about leadership, advocacy and the future of club management with Melissa Low, vice president of communications and advocacy at CMAA. Drawing on more than two decades of experience with the association, Melissa shares what she sees from her unique vantage point across education,communications and legislative affairs.

In this episode, Melissa explores the qualities that matter most in today’s club leaders, including resilience, adaptability and a focus on people. She also explains how education is evolving, why advocacy is becoming increasingly important and what club leaders should be paying closer attention to as legislative and regulatory changes continue at both the federal and statelevels. Her perspective is a timely reminder that leadership today requires not only operational excellence, but awareness, agility and the ability to connect the dots for others.

WHAT YOU’LL LEARN FROM THIS CONVERSATION

In this thoughtful discussion, Melissa offers perspective shaped by years of experience in communications, advocacy and industry leadership. You’ll hear:

• Why adaptability and resilience are essential leadership qualities today
• How situational awareness helps leaders make stronger decisions
• Why people-focused leadership remains the distinguishing factor in great clubs
• How CMAA’s education has evolved in response to a changing industry
• What topics are trending most in club education right now, including AI and club culture
• Why advocacy matters and how it intersects with governance and accountability
• What legislative and regulatory issues club leaders should be watching closely
• Why many managers underestimate their ability to be effective advocates
• How new leaders can begin engaging in advocacy with confidence
• Why balance, perspective and personal joy matter even in high-pressure roles

Throughout the conversation, Melissa reinforces the idea that great leadership requires both awareness and action. Her perspective reminds us that when leaders stay informed, connected and people-centered, they are better equipped to guide their clubs through complexity and change.

ABOUT RICHARD

Richard LaRocca, CCM, CCE, is GM/COO of St. Clair Country Club and immediate past chair of CMAA. A respected leader in the private club industry, he has a 40-year career. Known for his steady, people-centered leadership style, Richard has built his reputation on service, mentorship and a deep belief that great club culture begins with investing in people. He has long been committed to advancing the profession, supporting emerging leaders and helping clubs create meaningful member and staff experiences.

Throughout his career, Richard has championed hospitality as a mindset rather than a department, emphasizing emotional connection, service excellence and the importance of developing others. His approach to leadership is grounded in humility, consistency and the belief that when teams feel valued and supported, exceptional member experiences naturally follow.

EPISODE HIGHLIGHT

Step into a conversation about leadership, service and culture with Richard LaRocca, CCM, CCE, GM/COO of St. Clair Country Club and Immediate Past Chair of CMAA. Drawing on fourdecades in the private club industry and his 2025 service as CMAA Chair, Richard reflects on the moments that shaped his leadership philosophy and the lessons he has learned about mentorship, emotional intelligence and building trust.

In this episode, Richard shares why leadership is less about being the loudest voice in the room and more about being the most consistent. He explores how clubs can create meaningful member experiences through empathy and anticipation, why culture remains the strongest stabilizer in uncertain times and how investing in people, from student employees to seasoned professionals, helps elevate both clubs and the profession itself.

WHAT YOU’LL LEARN FROM THISCONVERSATION

In this thoughtful discussion, Richard offers perspective shaped by decades of leadership, service and industry involvement. You’ll hear:

• Why leadership is about developing people, not just managing tasks
• How consistency, humility and visibility shape trust
• Why culture is the strongest stabilizer during uncertainty
• How transparency and vulnerability can strengthen credibility
• What truly defines a memorable member experience
• Why hospitality should be treated as a mindset across the club
• How clubs can use information and data to personalize service
• What mentorship means in building future leaders
• Why investing in staff growth strengthens member experience
• How small acts of care can become the most meaningful moments in a club

Throughout the conversation, Richard reinforces the idea that leadership is a daily choice and a privilege. His perspective reminds us that when leaders invest in people with intention and heart, they create clubs where both staff and members feel they belong.

Jeff Thomas is the general manager of Corning Country Club, where he has led a decade of transformational growth grounded in servant leadership and transparent communication. Under his leadership, membership increased from 251 to capacity, financial stability improved and club culture evolved into a vibrant, highly engaged community.

Jeff began his career with Eagle Golf and American Golf, where mentors instilled in him the belief that people come first. He leads with visibility, daily staff engagement and a strong commitment to anticipating member needs.

His philosophy is simple: clarity, communication and consistency build connection and trust.

EPISODE HIGHLIGHT

Step into a conversation about transformational leadership with Jeff Thomas, general manager of Corning Country Club.

Drawing from more than a decade of hands-on leadership, Jeff shares how servant leadership, transparent communication and member-focused culture can reshape a club’s trajectory.

In this episode, Jeff discusses leading through major golf courserenovations, building trust during times of change and using feedback as fuel for growth. From reviving traditional events to creating new traditions that bring generations together, he offers practical insight into how culture drives both financial stability and sustained membership growth.

WHAT YOU’LL LEARN FROM THIS CONVERSATION

In this candid discussion, Jeff offers perspective grounded in real-world club leadership. You’ll hear:

• Why servant leadership strengthens both staff performance and member loyalty
• How clarity, communication and consistency create lasting trust
• The role of transparency during major capital improvements
• Why daily visibility builds credibility with both staff and members
• How anticipating member needs elevates the experience
• Why feedback should be treated as fuel, not criticism
• How event programming can reignite club culture
• The importance of building a “third place” for families and generations
• Lessons learned from growing membership nearly 100 percent
• Why culture is the foundation of long-term financial sustainability

Throughout the conversation, Jeff emphasizes that sustainable growth is not about reacting quickly. It is about managing the process, staying consistent and building trust every single day.