As featured in Golf Course Industry Magazine
Let’s talk about a phrase I hear way too often in the golf and private club world: “People should just be grateful to work here.”
Every time I hear that, I cringe.
It’s a dangerous mindset. One that’s rooted in entitlement, out of touch with today’s workforce and almost guaranteed to drive your best people, especially young talent, straight out the door.
For decades, golf maintenance and club operations have run on this unspoken rule: if you work hard, keep your head down and put in your time, you’ll move up. Eventually. That system worked when career paths were linear, opportunities were limited and loyalty was a given.
Here’s the truth: people aren’t grateful to “just” have a job anymore. They want to be part of something bigger. They want growth, purpose and the ability to make an impact. Gratitude flows when leadership invests in people, not when they are guilted into silence or obedience.
The game has changed.
Today’s workforce, especially younger professionals, has options. They can take their skills to sports fields, landscaping, construction, tech, or go completely outside the industry. They won’t wait 10 years for a promotion that might never come. They won’t sacrifice their health or family for an employer who thinks a paycheck should be thanks enough.
Clubs that cling to the old “be grateful” mentality are setting themselves up for turnover, staffing shortages and reputational damage. The ones that will thrive? Those that flip the script — showing employees why working here is worth it, not assuming gratitude will come automatically.
They’re not chasing jobs just for the paycheck. They want growth. They want purpose. They want mentorship. And they want to feel like they’re part of something that matters.
If your only pitch is “you should be lucky to work here,” don’t be shocked when your best assistant takes another job, or leaves the industry entirely.
Let’s get real: no one is loyal to a job just because it exists. Especially not in 2025, when opportunities are everywhere and the labor market is more competitive than ever. Gen Z, millennials and even mid-career switchers are showing up with a different mindset, and it’s not about being entitled. It’s about being intentional.
Loyalty is earned through leadership, development and a culture that makes people feel valued. If you’re not offering a clear path for growth, not giving feedback, not showing appreciation, and not helping people understand why their work matters, you’re going to lose them. Full stop. And no, the “old school” way isn’t coming back. People aren’t staying 20 years in one place just because that’s what their parents did.
Here’s what top young talent actually wants:
- Growth: A path forward. What skills will I develop here? Will I be more valuable a year from now?
- Impact: Am I doing something that matters? Or am I just filling a spot?
- Mentorship: Is someone investing in me? Do I have a leader who’s willing to teach, guide and challenge me?
- Flexibility: Not just in hours, but in mindset. Are we open to new ideas, new tools, new ways of doing things?
None of that means they’re lazy. It means they have options and they’re choosing the environments that meet them halfway.
If you want talent to stay, you have to give them a reason beyond money. Pay matters. But it’s not enough.
You want to retain and attract top people? You need to build an environment that feeds their professional growth. That doesn’t mean coddling. It means coaching. That means giving regular feedback. Helping them set goals. Asking about their career aspirations. Giving them a seat at the table on projects not just a shovel and a clipboard.
We’ve helped dozens of clubs build retention strategies that actually work. Not gimmicks. Not pizza parties. Real career development, leadership coaching and structured talent pipelines.
And here’s the thing: it works. When people feel seen, heard and supported, they stay. They give you more. They develop faster. They become your next wave of leadership.
If you’re still clinging to the idea that “they should just be grateful to be here,” take a step back and ask yourself: Would you stay in a job where no one invested in you? Where leadership assumes your loyalty without earning it? Where you’re expected to grind for years without clarity or growth?
You wouldn’t. And neither will they.
The next generation of club professionals isn’t looking for handouts. They’re looking for leaders. And the clubs that win in the next five to 10 years will be the ones that stop blaming “kids these days” and start building environments where talent wants to grow.
Gratitude goes both ways. If you want it from your team, you better be giving them something to believe in.
Looking for new and innovative ways to enhance leadership within your team? Sign up for a FREE Talent Strategy Call to learn how to take your operations to the next level.
About The Author
Tyler Bloom is the leading expert on workforce development in the golf and private club industry. He has worked with hundreds of leading golf and private clubs in the United States including The PGA of America, Top 100 golf courses, public, municipal to professional sports teams, universities, and national historic landmarks.
As a talent management and consultation executive, he leverages deep relationships locally, regionally, and nationally to help businesses secure and develop premier talent.
His insights have been featured by Golf Digest, USGA, Boardroom Magazine, Club+Resorts, GCSAA, SFMA, PGA of America, CMAA, and British International Greenskeepers Association.
Are you ready to build a top-performing team that drives results? Our proven framework, methodologies, and implementation is based on our personal track record of developing world-class teams. In addition to talent acquisition, we provide leadership development and ongoing consultative services for the golf course and club industry. Our team has personally coached and mentored dozens of future golf course superintendents across the United States.