Experience first. AI inside.

Hello, I'm Nick

I've spent more than 20 years in golf operations. I worked as Director of Golf at Skolkovo Golf Club in Moscow, reporting to the CEO, and I've also worked in golf in Vilnius and Kharkiv. I'm a former PGA Fellow (Executive Manager level). I stepped away from the professional side to play as an amateur and be a club member again, so I now see clubs from both sides of the bar.

I'm a CMAE Certified Club Manager (CCM), qualified in 2014 and current until 2029, and I attended CMAE's European Conference in Tenerife in 2022.

Today I own Boomers and Swingers, a driving range at Astley, near Manchester. I also run The Three Royals Golf Experience, which hosts luxury golf trips, and Positive Impact Golf CIC, which works in community golf.

Why I started 100 Days of AI for Clubs, and ExperAInces

I pay for and use Claude, Gemini and Grok every day, and AI assistants now do a real share of my admin: sorting email for my approval, reading the accounts and forecasting the year, analysing sales against staffing, and checking contracts before renewal dates pass. I keep building bespoke AI tools for jobs like these.

That combination matters. I've seen clubs from the inside, I sit on the members' side of the bar now, and I run small businesses where every hour counts.

Most clubs don't have the time to work out which of these tools are worth it, or how to use them without putting member data at risk. That's the gap ExperAInces fills: practical AI for golf, clubs and sport, from someone who uses it to run a real business.

How I work

AI does the research and the first drafts. I review everything your club will rely on, and I handle every call and board presentation myself. Anything legal, HR, safeguarding, health and safety, allergens or finance is flagged for a competent person to check.

Everything I produce for clubs is organised around the 11 core competencies the Club Management Association of Europe (CMAE) sets out for club managers, so it stays tied to the real job. ExperAInces is independent and not affiliated with or endorsed by CMAE.