Club Managers' Association Australia

What Club Managers' Association Australia does

Club Managers' Association Australia (CMAA) is a non-profit professional membership association representing managers of registered and licensed clubs across Australia, headquartered in Hurstville, NSW. It operates as the only national association specifically dedicated to club managers, serving managers, supervisors, directors, and frontline staff of registered clubs, RSL clubs, leagues clubs, and hospitality venues through a network of 15+ geographic zones spanning all Australian states and territories. The organization delivers industrial relations representation and advice, professional development training, ACCM (Associate Certified Club Manager) certification, a National Bursary Program ($2.3M distributed over 10 years), and networking through zone meetings, conferences, and summits.

CMAA delivers its services through Club Management Development Australia (CMDA), its education and training division. The product portfolio spans three delivery formats — in-person courses at club venues, online self-paced courses via partnerships (elevateB, Club Governance, CTA Training, Embrace AI), and live webinars — covering leadership, industrial relations, HR compliance, gaming operations, catering, finance, board governance, and emerging areas such as AI. Courses award ACCM points that accumulate toward certification. Underlying technology is a website-based platform (cmaa.asn.au) for membership management, course enrollment, event registration, and member portal access; no mobile app is offered.

Revenue is generated across four streams: annual membership subscriptions (fees undisclosed), course and event fees (member pricing from $275 for half-day courses up to $875 for 2-day programs, with non-members paying 25-50% more), event registrations ($35-$90 per zone meeting), and tiered sponsorship revenue from 40+ industry partners at Platinum (HostPlus), Gold (Aristocrat, Light & Wonder, Konami, IGT, Coca-Cola, Asahi, Lion, De Bortoli), Silver, and Bronze tiers. The business model is a recurring membership-plus-transaction structure supplemented by sponsor ecosystem revenue, characteristic of established professional associations rather than venture-backed technology platforms.

Name

Club Managers' Association Australia

Legal name

Club Managers' Association Australia

Website

https://cmaa.asn.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

CMAA is Australia's national membership association for managers of registered and licensed clubs, providing industrial relations support, professional training, ACCM certification, and networking through 15+ zones and 40+ industry sponsors.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910), Professional Organizations (813920), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

Keywords

• Club management training
• Professional certification programs
• Industrial relations advisory
• Hospitality industry education
• Membership association services

Headquarters

HQ city

Hurstville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Fees: Association membership providing access to industrial relations support, training, conferences, certification, bursaries, and professional development services.
2. Training and Course Fees: Revenue from in-person courses, webinars, and online self-paced programs delivered through CMDA. Pricing varies with member/non-member rates and course duration.
3. Event Registrations: Fees charged for zone meetings, conferences, summits and other industry events. Zone meeting tickets range from $35-$90 per person.
4. Sponsorship Revenue: Partnerships with industry vendors at Platinum, Gold, Silver, and Bronze tiers. Sponsors include gaming, hospitality, beverage, and technology companies serving the club industry.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Club Managers' Association Australia (CMAA) is a national membership-based professional association representing managers working in registered clubs, leagues clubs, RSL clubs and hospitality venues across Australia. Through its education division Club Management Development Australia (CMDA), it delivers in-person training, online self-paced courses, and webinars covering industrial relations, leadership, governance, catering, gaming, finance and compliance. Members also receive industrial relations representation and advice, ACCM certification pathways, networking through 15+ regional zones, and access to a National Bursary Program.

Product overview

Club Managers' Association Australia (CMAA) operates as a membership association for club managers in Australia's hospitality industry, with its education and training arm Club Management Development Australia (CMDA). The organization offers a comprehensive portfolio of professional development services through three delivery formats: online self-paced courses (partnering with elevateB, Club Governance, CTA Training, and Embrace AI), in-person courses held at club venues nationwide, and webinar training sessions. Core training products include the Duty Managers Program, Supervisor Development Program, AI for Club Business, Leadership Management in Clubs, and specialized courses in catering, gaming analysis, finance, HR/IR, and governance. The CMDA also offers ACCM certification and a National Bursary Program ($2.3M distributed over 10 years). Zone events and conferences provide networking and professional development across Australia's club industry.

Differentiator

Problem solved

Functional benefit

Brands

• Club Management Development Australia (CMDA): Provides training programs, conferences, and bursaries to advance careers of club managers
• ACCM (Associate Certified Club Manager)

Products and services

• Club Management Development Australia (CMDA) Training Division CMDA is the education and training division of CMAA that delivers professional development programs, conferences, and bursaries to club managers and supervisors across Australia. Programs are contextualized for the club and hospitality industry and award ACCM points upon completion.
• Duty Managers Program Program building line management skills and knowledge for current and aspiring duty managers in clubs. Covers Navigating the Award, Rostering Staff, Cost Control, and Understanding Profit & Loss. Builds on the Supervisor Bootcamp program.
• Supervisor Development Program Hands-on 2-day in-person course for supervisors and team leaders in clubs that enhances leadership, service, and compliance skills required to manage teams, patrons, and daily operations.
• AI for Club Business 1-day face-to-face workshop teaching responsible and practical AI use in club environments, covering generative AI tools, reporting automation, marketing AI, and Microsoft productivity tools for club managers.
• Leadership Management in Clubs Course developing essential leadership skills and strategies for club managers, covering leadership concepts, communication, team management, and decision-making tailored for club environments.
• Board Governance, The Company Secretary and the General Manager Mandatory course for CEOs of registered clubs under NSW Registered Clubs Regulation 2009, targeting senior club managers new to Secretary Manager, CEO, or GM roles and covering board governance and company secretary responsibilities.
• Catering for Non Catering Managers - Part 1 Comprehensive course empowering managers with catering knowledge to cut through jargon, lower costs, and increase profit. Covers food costs, wastage controls, and service and kitchen wages.
• Advanced Catering for Non Catering Managers - Part 2 Advanced course completing the foodservice picture with additional content on menu, costings, kitchen design, food safety, marketing, and diversification for non-catering club managers.
• Gaming Analysis Program 2-day course for supervisors and managers responsible for gaming data collection and reporting, covering data retrieval, recording, analysis, cash flow analysis, variance identification, and report preparation.
• Finance for Non Finance Managers Course providing understanding of key financial principles, accounting concepts, and benchmarks for best practice, helping club managers interpret and analyse financial indicators.
• Conducting Workplace Investigations in Clubs Half-day course supporting club managers in initiating, managing, or participating in workplace investigations, covering procedural fairness, evidence gathering, and defensible investigation processes.
• Managing Difficult Conversations in Clubs Half-day course providing practical frameworks for preparing, leading, and navigating difficult workplace conversations with confidence and professionalism in club settings.
• Team Building for Club Staff Course for all club staff including supervisors and junior management, covering team cohesion, communication, problem-solving, conflict resolution, and customer service through effective teamwork.
• Managing the Life Cycle of a Club Employee Course covering the three stages of employee lifecycle: incoming employee, in-service employee, and outgoing employee, helping managers get best value from employees across the employment relationship.
• Trainer Development Program for Clubs 6-hour program helping experienced club employees formalize their training skills, covering conducting training, developing programs, identifying performance issues, and on-the-job assessment.
• Working with the Registered and Licensed Club Award Full-day course helping club personnel understand, navigate, and work with the Registered and Licensed Clubs Award (2020), covering National Employment Standards, Fair Work Act, and Award application.
• The Essential IR Toolkit Webinar Series Series of 60-minute interactive webinars covering industrial relations essentials for club managers, including psychosocial hazards, multigenerational workforce, dismissals and terminations, and bullying and sexual harassment.
• ACCM (Associate Certified Club Manager) Certification Industry-recognized certification award for club managers. Members earn ACCM points through completing CMDA courses and training programs, with 200 ACCM certifications awarded to qualified club managers to date.
• Industrial Relations Representation and Advice Industrial relations support, representation, and advice services for club managers and members, with established relationships with Fair Work Commission and Fair Work Ombudsman. 9,500 industrial representation cases supported over the past decade.
• National Bursary Program Financial bursary program supporting club managers with professional development, with over $2.3M in bursaries distributed to members over 10 years.
• CMAA Conferences and Summits Annual conferences and industry summits including the Sponsors Appreciation and Bursary Award Presentation event, bringing together club industry professionals across Australia. 4,000 conference attendees supported.
• Zone Events and Meetings Regional zone meetings and events across 15+ Australian zones providing networking, peer support, and localized professional development for club industry professionals.
• Club Managers Leadership and Management Program (elevateB) Comprehensive managerial skills program specifically contextualised for existing and future leaders in the club and hospitality industry, delivered in partnership with elevateB and awarding ACCM points upon completion.
• Club Governance Online Training 18 online video modules enabling club directors to understand their roles and responsibilities, delivered by governance experts Warren Tapp and Geoff Wohlsen in partnership with CMDA.
• CTA Training Hospitality Courses Online and face-to-face accredited and non-accredited hospitality training including RSA, RSG, CLO, and Food Safety courses for club staff delivered through CTA Training Specialists.
• Embrace AI Training AI management and organizational change training delivered by Renee Neely of Embrace AI, covering AI tools and service design for club environments.

Quantifiable outcome

• 9,500+ industrial representation cases supported
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

43 partnerships are on record, tiered platinum sponsor, gold partner, core partner, silver partner and bronze partner.

• HostPlusplatinum sponsorOthersHostPlus is a platinum sponsor of CMAA. HostPlus is an industry superannuation fund serving hospitality and tourism workers, aligning with CMAA's club manager membership base.
• Aristocratgold partnerGTM or Marketing PartnerAristocrat is a Gold partner of CMAA, providing gaming technology solutions to the club industry.
• Light & Wondergold partnerGTM or Marketing PartnerLight & Wonder is a Gold partner providing gaming and entertainment technology to clubs.
• Wohlsen Consultingcore partnerStrategic or Co-development PartnerWohlsen Consulting provides governance expertise and co-developed the Club Governance online course with CMDA. Geoff Wohlsen is an expert facilitator for governance training.
• Club Governance (Warren Tapp & Geoff Wohlsen)core partnerStrategic or Co-development PartnerDelivers 18 online video modules for club director governance training. Warren Tapp has served on 26 boards and written governance books. Partnership provides ACCM-eligible content.
• elevateBcore partnerStrategic or Co-development PartnerEducational training provider delivering the Club Managers Leadership & Management Program, specifically contextualized for the club and hospitality industry. Provides ACCM points upon completion.
• CTA Training Specialistscore partnerStrategic or Co-development PartnerLeading national hospitality training provider offering accredited and non-accredited training including RSA, RSG, CLO, and Food Safety courses. Provides training for CMAA members' staff.
• Embrace AIcore partnerStrategic or Co-development PartnerRenee Neely's company provides AI training specifically designed for club environments. Founder has credentials including AI Management certification and experience with Deloitte, Telstra, and NSW Health.
• KENOgold partnerGTM or Marketing PartnerKeno gaming technology partner of CMAA serving the club industry.
• Andale Beer Systemsgold partnerGTM or Marketing PartnerBeverage dispensing and hospitality equipment partner for CMAA.
• De Bortoligold partnerGTM or Marketing PartnerWine and beverage partner supplying clubs with alcoholic beverages.
• Asahi Group (Carlton & United Breweries)gold partnerGTM or Marketing PartnerMajor beer and beverage partner for the club industry.
• Liongold partnerGTM or Marketing PartnerBeverage company partner providing beer and dairy products to clubs.
• Coca Colagold partnerGTM or Marketing PartnerBeverage partner supplying soft drinks and beverages to club venues.
• Konamigold partnerGTM or Marketing PartnerGaming technology partner providing gaming machines and systems to clubs.
• IGTgold partnerGTM or Marketing PartnerGaming technology partner providing gaming solutions to the club industry.
• TANDAgold partnerGTM or Marketing PartnerRostering and workforce management technology partner for hospitality venues.
• Pace Insurancegold partnerGTM or Marketing PartnerInsurance partner providing coverage solutions for clubs.
• Banktechgold partnerGTM or Marketing PartnerBanking technology partner providing payment solutions for clubs.
• Melitta Coffeegold partnerGTM or Marketing PartnerCoffee and hospitality supplies partner for club food and beverage operations.
• Intelligence Assistgold partnerTechnology or IntegrationAI and technology integration partner providing intelligence tools for clubs.
• SESAMIgold partnerTechnology or IntegrationGaming management and connectivity solutions provider for clubs.
• Command 51gold partnerTechnology or IntegrationTechnology partner providing connectivity and gaming solutions.
• eBetgold partnerTechnology or IntegrationElectronic betting and gaming systems provider for clubs.
• Ainsworthgold partnerTechnology or IntegrationGaming machine and technology supplier for clubs.
• Pigott Stinsonsilver partnerOthersAccounting and business advisory firm serving the club industry.
• Elite Legalsilver partnerOthersLegal services partner specializing in club industry matters.
• Treasury Wine Estatesgold partnerGTM or Marketing PartnerWine supply partner for club beverage programs.
• Vintage Housegold partnerGTM or Marketing PartnerBeverage partner supplying clubs.
• Oolio (Swiftpoz, BePoz)silver partnerTechnology or IntegrationPoint of sale and hospitality technology solutions.
• Club Cobronze partnerGTM or Marketing PartnerClub management and operations solutions partner.
• Utopia Gaming Technologybronze partnerTechnology or IntegrationGaming technology solutions provider.
• Cherry Hubbronze partnerGTM or Marketing PartnerHospitality technology partner.
• Commercial Kitchen Companybronze partnerGTM or Marketing PartnerCommercial kitchen equipment and solutions for clubs.
• E2E Hospitality Solutions / White Now Recruitingbronze partnerGTM or Marketing PartnerHospitality recruitment solutions partner.
• Total Focus Groupbronze partnerGTM or Marketing PartnerMarketing services partner for clubs.
• Elevate B Financialsilver partnerOthersFinancial services and training partner.
• tic technologiesbronze partnerTechnology or IntegrationWebsite development and technology partner. Developed CMAA website.
• SeCom Technologiesbronze partnerTechnology or IntegrationTechnology solutions provider for clubs.
• Key Workplace Solutionsbronze partnerOthersWorkplace solutions and HR services partner.
• Barrington'sbronze partnerGTM or Marketing PartnerHospitality and club services partner.
• Suburbanitebronze partnerOthersProperty and advisory services partner.
• Hampton Property Servicesbronze partnerOthersProperty services partner for clubs.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Australian Institute of Management (AIM): Larger Australian professional membership body offering management training and education across industries. Comparable membership/training model but without CMAA's club-industry specialization.
• Australian Hotels Association (AHA): The national peak body for the broader Australian hotel and hospitality industry. Comparable as a membership association serving hospitality operators, but covering a much broader industry beyond registered clubs.

Direct peers

• Club Managers Association of Europe (CMAE): European federation of national club managers' associations offering education, certification (CCME), and networking. Directly comparable peer serving the same club-manager professional constituency across multiple European countries.
• Canadian Society of Club Managers: Canadian membership association for club managers providing education, the CCM designation, and industry advocacy. Direct peer given similar membership-association model, certification focus, and hospitality/club industry target.
• Club Management Association of America: The US counterpart membership association for club managers, offering the same CMAA-style combination of education, certification (CCM), advocacy, and conferences for private/membership clubs. The most directly comparable peer globally given functional parity.

Emerging players

• International Association of Golf Club Managers: International association for golf club managers offering education and certification. Comparable professional-association model targeting a narrower subset of the club industry (golf venues).
• Restaurant & Catering Australia: Australian industry body representing restaurants and catering businesses. Partial overlap given CMAA's catering-focused course portfolio (Catering for Non-Catering Managers Parts 1 & 2), but broader and distinct end market.

Others

• Australasian Hospitality and Gaming Expo (AHG Expo): Trade exhibition and conference for the Australasian hospitality and gaming industry. Adjacent ecosystem participant that shares CMAA's sponsor base and audience but operates as an event organizer rather than a membership association.

Regional players

• International Club Federation: Global federation connecting club industry associations and professionals. Comparable as a peer-body for the club-management profession at an international aggregation level, though not a direct competitor for training or certification.
• ClubsNSW: The peak industry body for registered clubs in NSW. While CMAA represents club managers (the profession), ClubsNSW represents the venues themselves — making it an adjacent Australian peer that overlaps with CMAA's member base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ClubManagersAssociationAustralia
• LinkedInlinkedin.com/company/club-managers'-association-australia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Club Managers' Association Australia