59club is delighted to announce the appointment of Joe Gates as General Manager of 59club’s Middle East & Africa (MEA) division, reinforcing the company’s commitment to elevating service, sales, and compliance standards across golf, leisure, hospitality, and education sectors throughout the Middle East and Africa.
Joe joins 59club MEA with over 20 years of international leadership experience spanning golf, leisure, and luxury hospitality, having held senior roles with some of the industry’s most respected brands including Jumeirah Group, David Lloyd, and The Mere Golf Resort & Spa. His extensive career has been defined by operational excellence, team development, and a proven ability to enhance guest engagement and commercial performance.
Following a comprehensive international search supported by Global Talent Solutions, 59club was presented with a selection of outstanding candidates. Joe emerged as the ideal fit for the role, bringing together deep sector expertise, regional understanding, and a values-led approach to leadership that aligns seamlessly with 59club’s vision.
During his tenure as Director of Golf at The Mere, Joe played a pivotal role in establishing one of the North of England’s most successful independent resorts. Under his leadership, teams were consistently benchmarked, trained, and developed using 59club’s mystery shopper programme, giving Joe firsthand insight into the transformative impact of performance measurement on service delivery and business growth. This early partnership with 59club shaped his long-standing appreciation for data-driven improvement and the power of consistent service standards.
Now based in Dubai, Joe leads 59club’s expanding operations across the Middle East and Africa, supporting clubs, resorts, hospitality groups, educational institutions, and leisure venues in achieving world-class service and operational excellence. His strategic background, deep regional understanding, and passion for empowering teams will play a central role in strengthening 59club’s presence and partnerships across diverse markets.
“Joining 59club MEA is a full-circle moment for me,” said Joe Gates, General Manager.
“Having been a 59club client earlier in my career, I experienced how powerful their tools and insights are in shaping service culture, guest satisfaction, and commercial performance. I’m excited to now be on the other side – supporting venues across this dynamic region to achieve meaningful, measurable, and long-term improvements.”
Joe is committed to positioning 59club as the benchmark for service excellence across the MEA region, helping partners elevate guest experience, strengthen employee engagement, and drive sustainable commercial results through structured benchmarking, tailored training, and continuous support.
Simon Wordsworth, 59club Founder & CEO, welcomed the appointment:
“Joe’s international experience, operational expertise, and genuine passion for service excellence make him an outstanding leader for the region as we continue expanding our reach across the Middle East and Africa, supporting our clients in delivering exceptional and consistent experiences that define industry best practice.”
