Seth Henrich
Waterloo,IA
Work Preference
Summary
Dynamic, member-focused PGA General Manager with 25+ years of experience leading premier private clubs and luxury hospitality operations. Recognized for building inclusive, high-performing cultures and delivering exceptional member experiences. Strategic partner to Boards and committees, adept at driving continuous improvement, financial performance, and operational excellence. Proven ability to empower teams, foster innovation, and honor club traditions while advancing organizational vision.
Overview
27
27
years of professional experience
1
1
Certification
Work History
PGA General Manager/COO
Sunnyside Golf & Country Club
Waterloo, Iowa
02.2023 - 11.2025
- Directed overall management of Sunnyside Golf and Country Club, enhancing member experiences and financial performance.
- Revitalized century-old club featuring golf course, dining options, banquet space, and athletic facilities.
- Led operational departments including Golf, Tennis, Aquatics, Food & Beverage, and Membership Services.
- Executed comprehensive rebranding campaign with enhanced social media presence and targeted advertising.
- Recruited and developed a leadership team to improve service quality and operational execution.
- Supervised employees through planning, assignments, and direction.
- Created schedules and monitored payroll to remain within budget.
- Designed sales and service strategies to improve revenue and retention.
- Tracked monthly sales to generate reports for business development planning.
- Guided management and supervisory staff to promote smooth operations.
- Recruited, interviewed and hired qualified staff for open positions.
- Implemented digital member feedback program, gathering over 250 surveys within three months.
- Strengthened membership communications with improved graphic design and delivery strategy to boost engagement.
- Reduced financial deficit from $382,000 in 2023 to $220,000 in 2025 through strategic initiatives.
PGA General Manager; Country Club Operations
Wyndham Grand Rio Mar Golf and Beach Resort
Rio Grande, Puerto Rico
07.2020 - 02.2023
- Responsible for complete managerial oversight of Country Club Operations at Wyndham Grand Rio Mar Golf and Beach Resort, managed by Troon, the world's largest golf management company.
- Oversight of two top-ranked Caribbean golf courses, The River and The Ocean, which play 48,000 rounds of golf annually and lead a team of 85 associates.
- Responsible for the club's amenities of clubhouses that include two restaurants, award-winning locker rooms, a Tennis Centre home to 13 Courts (11 Har-Tru and two hard), two retail storefronts located at the Clubhouse and Tennis Centre that serve 657 private club members and guests of a 400-room Wyndham Grand Resort and 132-room Margaritaville Vacation Club by Wyndham.
- Providing leadership to multiple operational departments, including Golf, Tennis, Beach Club, Retail, Food & Beverage, Catering, Membership, Sales and Marketing, Agronomy, Accounting, and Human Resources.
- Managed by Troon, the world's largest golf management company.
- Key Accomplishments: Secured multiple-year contract extensions with Troon, the world's largest golf management company.
- Procured a new agreement with Cliff Drysdale Tennis for Racquet Center oversight and consulting.
- Creating and installing a Dynamic Pricing Revenue Management model in the golf facility.
- Directed multiple departments experiencing unprecedented growth during my initial tenures, such as membership +104%, member dues +140%, golf revenues +49%, tennis revenues +122%, and golf retail +24% despite a three-month pandemic closure and restricted operations.
- Recruited and developed a new leadership team of new management-level positions following re-opening post Covid to support the existing team in enhancing the overall customer experience and financial performance.
- Created and introduced the first daily member and guest feedback program at Rio Mar Country Club and collected over 3,000 surveys in the first three months of the new program.
- Introduced music at all touchpoints across the property.
- Negotiated a turf equipment purchase for the golf course maintenance department.
- Negotiated installation of Visage GPS onto 145 golf cars to include a monthly service and preventative maintenance program.
- Renovated the Tennis facility, including refreshed locker rooms, resurfacing all court surfaces, replacing court lighting, and updating the Tennis Shop.
- Selected Heritage Links to complete a two-year, $8.8 million golf course renovation package on Ocean and River Golf Courses.
PGA Director of Golf
World Golf Village
Saint Augustine, Florida
02.2019 - 07.2020
- Responsible for managing the Official Golf Courses of the World Golf Hall of Fame at World Golf Village, King & Bear, and Slammer & Squire for Troon, the world's largest golf management company.
- Oversight of two top-ranked golf courses that play 75,000 rounds of golf annually and lead a team of 110 associates.
- Responsible for the amenities of two clubhouses, including two retail shops serving 300 private club members and guests of a 300-room Marriott Resort.
- Provided direction to multiple operational departments, including Golf, Retail, Membership, Marketing, Agronomy, Accounting, and Human Resources.
- Managed by Troon, the world's largest golf management company.
- Key Accomplishments: Directed multiple departments that experienced revenue growth during my initial tenure.
- Led a revenue recovery from a $500k topline revenue deficit caused by the relocation of the TPC Players Championship.
- Restructured staff assignments to reduce overhead payroll by 50% through increased technological efficiency.
- Reduced salaried management staff by 50% with the elimination of duplicated positions.
- Completed Clubhouse renovations at the King & Bear and Slammer & Squire golf shops, locker rooms, and dining outlets.
- Negotiated and installed over $100k of environmental control units.
- Negotiated a multi-facility golf car lease for 152 units.
- Hosted the King & Bear Classic, the second Korn Ferry Tour Event post-COVID-19 Pandemic shutdown.
PGA Director of Country Club Operations
Waldorf-Astoria El Conquistador Resort
Fajardo, Puerto Rico
01.2006 - 10.2018
- Oversight of all operations at the award-winning departments of the Waldorf Astoria Spa, Golf Club, Tennis, and Landscaping at the 975-room five-star resort.
- Responsible for overseeing over 100 team members serving well-traveled clients with services and amenities that produced over 10 million dollars of annual revenue.
- Located on the northeastern tip of Puerto Rico, perched on a 300-foot cliff overlooking the convergence of the Atlantic Ocean and the Caribbean Sea.
- Key Accomplishments: Led multiple departments that experienced revenue growth during my tenures.
- Increased social media, customer satisfaction, and employee survey results by over 20%.
- Managed through two major hurricanes (Irma and Maria) that required $7.5 million for golf course, tennis, landscaping, and spa repairs.
- Earned PGA of America's South Florida Section Merchandiser of the Year award in 2014 and 2016.
- Recruited and developed four assistants into Director or General Manager Positions in 12 ¾ years at El Conquistador.
- Introduced and operated the Waldorf Astoria Signature Shop.
- Directed the on-course water feature enhancement.
- Created an initiative to reduce our environmental impact.
- Led bunker renovation project utilizing local sand.
- Developed the capital plan for turf and landscaping equipment.
- Negotiated multiple turf equipment leases for the turf management and landscaping teams.
- Renovated GoJo's Juice Bar in the Waldorf Astoria Spa.
- Renovated our famous Sunset Grille to create a year-round market-style destination.
- Generated and operated the PGA S. Florida, Island Chapter Caribbean Golf Expo.
PGA Director of Golf
Our Lucaya Beach and Golf Resort
Freeport, Bahamas
03.2005 - 01.2006
- Responsible for the management and oversight of the Lucayan and Reef golf courses.
- Played 36,000 rounds of golf annually and led a team of 65 associates.
- Accountable for the amenities of two clubhouses, including two retail shops serving 200 annual and seasonal private club members and guests of a 542-room Grand Lucayan Resort.
- Key Accomplishments: Led an organizational chart restructuring that created a senior golf leadership team.
- Negotiated a million-dollar purchase of turf care equipment for both courses.
- Negotiated a multi-facility golf car purchase.
- Contracted Jim McLean Golf Schools to operate the Lucayan Golf Center.
- Designed and installed a practice area at the Reef Course.
- Managed two significant hurricanes (Katrina and Wilma) that required $2.5 million in golf course repairs.
PGA Head Golf Professional
Dorado Beach Resort & Club
Dorado, Puerto Rico
01.2002 - 03.2005
- Responsible for overseeing two championship golf courses that played 60,000 rounds annually with a staff of 48 associates serving 600 full-time and seasonal golfing members.
- 1st Assistant Golf Professional from Dec '99 to Jan '02.
Assistant Golf Professional
Finkbine Golf Course
Iowa City, Iowa
03.1999 - 12.1999
- Served faculty, staff, students, and the public at the home of the Iowa Hawkeyes Men's and Women's golf teams.
- Assisted with team practice and private instruction.
- Sports Management Internship from Mar '97 to Dec '98.
Education
Professional Golf Management -
PGA of America
Port St. Lucie, Florida11-2003
B.S. - Sports Management
University of Iowa
Iowa City, IA05.1999
Professional Golf Management -
Mississippi State University
12.1996
Skills
- Club Culture & Member Experience
- Advertising and marketing
- Sales
- Branding
- Strategic Planning & Board Relations
- Team Building & Staff Development
- Financial Management & Benchmarking
- Membership Growth & Retention
- Communication & Technology Integration
- Capital Project Oversight
- Community & External Partnerships
- Jonas
- EZ Links
- EZ Suite
- IBS
- Micros
- Oracle
- ADP
- Pipeline and Proposal Path CRM
- Microsoft Excel
- Microsoft Word
- Microsoft PowerPoint
- Web Design
- HTML Programming
- Broadcast Email Design
- Broadcast Email Delivery
- Database Management
- Adobe Photoshop
- Adobe Illustrator
- Graphic Design
- Photography
- Budgeting and cost control
- Labor cost controls
- Sales planning and implementation
- P&L management
- Team training and development
- Cross-cultural communications
- Performance evaluations
- Risk mitigation
- Customer relationship management
- Inventory control
- Organizational development
- Succession planning
- Facility management
Certification
- PGA
- CMAA
- CPO
References
- Mr. Sidney Wolf, President; Puerto Rico Golf Association, San Juan, PR, 787-467-8399, swolf00@gmail.com
- Mr. Luis Felipe Alvarez, Acushnet Sr. Sales Manager, Latin America, Doral, FL, 305-322-4174, Luis_Alvarez@acushnetgolf.com
- Mr. Robert Ames, GM/COO; The Club at Quail Ridge, Lake Worth, FL, 480-436-3365, amesgolf@hotmail.com
- Mr. Dan Walker, Club Car; National Account Manager, Augusta, GA, 706-373-1580, dan_walker@clubcar.com
- Mr. Geoff Loftstead, Executive Director; S. Florida PGA, W. Palm Beach, FL, 561-729-0567, gloftstead@pgahq.com
- Mr. Saul Tanal, Owner/CEO; Group Services Inc., San Juan, PR, 787-424-5494, stanal@gsipuertorico.com
- Mr. Joseph Limberg, Equipment Distribution Executive, Deerfield Beach, FL, 954-520-3462, jlimberg@gmail.com
- Mr. Robert Birtel, Director of Golf; Casa de Campo, La Romana, Dominican Republic, 809-523-8115, r.birtel@ccampo.com.do
- Mr. Ken Kosak, GM/COO; Broken Sound Club, Boca Raton, FL, 843-540-5370, kkosak@brokensoundclub.org
- Mr. Ricardo Catarino, Senior Vice President, Troon, W. Palm Beach, FL, 954-804-8608, ricardo.catarino@troon.com
- Mr. Roy Michael, Regional Operations Director, Troon, Des Moines, IA, 515-783-5260, roy.michael@troon.com
- Mr. Michael Brooks, COO; Gator Golf Cars, Naples, FL, 239-659-3711, mbrooks@gatorgolfcars.com
- Mr. Jeff Cathey, V.P. Science & Agronomy, Troon, W. Palm Beach, FL, 239-834-7118, jeff.cathey@troon.com
- Mr. Saul Maldonado, Superintendent; El Conquistador, Fajardo, PR, 787-433-2431, samaldonado@elconresort.com
Languages
English
Proficient (C2)
C2
Spanish
Advanced (C1)
C1
Accomplishments
Merchandiser of the Year, South Florida PGA Section AWARD WINNER, 2014, 2016
Merchandiser of the Year, NATIONAL AWARD RUNNER-UP, 2015, 2017
Merchandiser of the Year, S. Florida Section, Island Chapter-2010-2014
Golf Professional of the Year, S. Florida Section, Island Chapter-2007, 2008, 2009, 2012, 2013, 2014
Bill Strausbaugh Award, South Florida Section, Island Chapter- 2010
Horton Smith Award, South Florida Section, Island Chapter- 2008
President's Plaque, South Florida Section, Island Chapter- 2006
PGA President's Council 2006-2014
PGA South Florida Section, Island Chapter Secretary- 2006, 2013, 2014
PGA South Florida Section, Island Chapter Vice President- 2007, 2014-2016
Merchandiser of the Year, NATIONAL AWARD RUNNER-UP, 2015, 2017
Merchandiser of the Year, S. Florida Section, Island Chapter-2010-2014
Golf Professional of the Year, S. Florida Section, Island Chapter-2007, 2008, 2009, 2012, 2013, 2014
Bill Strausbaugh Award, South Florida Section, Island Chapter- 2010
Horton Smith Award, South Florida Section, Island Chapter- 2008
President's Plaque, South Florida Section, Island Chapter- 2006
PGA President's Council 2006-2014
PGA South Florida Section, Island Chapter Secretary- 2006, 2013, 2014
PGA South Florida Section, Island Chapter Vice President- 2007, 2014-2016
Quote
Don’t fear failure. Not failure, but low aim, is the crime. In great attempts it is glorious even to fail.
Bruce Lee
Interests
Youth Sports
Hunting and Fishing
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Affiliations
- PGA of America
- Club Manager Association of America
- Certified Pool Operators
Software
Jonas
EZ Suite
Micros
IBS
Profit Sword
UKG
ADP
Microsoft 365
Pipeline
Proposal Path
MailChimp
Member's First
Canva
Google Suite
Timeline
PGA General Manager/COO
Sunnyside Golf & Country Club
02.2023 - 11.2025
PGA General Manager; Country Club Operations
Wyndham Grand Rio Mar Golf and Beach Resort
07.2020 - 02.2023
PGA Director of Golf
World Golf Village
02.2019 - 07.2020
PGA Director of Country Club Operations
Waldorf-Astoria El Conquistador Resort
01.2006 - 10.2018
PGA Director of Golf
Our Lucaya Beach and Golf Resort
03.2005 - 01.2006
PGA Head Golf Professional
Dorado Beach Resort & Club
01.2002 - 03.2005
Assistant Golf Professional
Finkbine Golf Course
03.1999 - 12.1999
Professional Golf Management -
PGA of America
B.S. - Sports Management
University of Iowa
Professional Golf Management -
Mississippi State University