The Hurlingham Club

The Challenge

As one of London’s most prestigious private members’ clubs, The Hurlingham Club faced the dual challenge of maintaining its heritage and exclusivity while strengthening commercial performance across its events business. With demand from both members and external clients, the Club required a strategy that balanced financial growth with service excellence and the integrity of its historic brand.

Our Approach

As Executive Director, Mark Scholfield was tasked with elevating the events division while preserving the Club’s values. His approach included:

• Clarity & Direction – setting a clear commercial vision for events that aligned with the Club’s traditions and member expectations.
• Market Reach & Influence – refining client engagement and strengthening relationships with key corporate and private event organisers.
• Systems & Structure – modernising operational processes and introducing tighter controls to improve efficiency and consistency.
• Revenue & Performance – applying yield management and upselling opportunities to maximise profitability without compromising exclusivity.
• People & Culture – leading, coaching, and motivating teams to deliver service excellence while instilling a strong commercial mindset.

The Results

The Hurlingham Club significantly increased event revenues, with stronger profitability supported by refined pricing and yield strategies. Client satisfaction and repeat business rose across both member and external events, reinforcing the Club’s reputation for world-class service. Operational frameworks and team structures were strengthened, delivering improved efficiency and consistent service standards.

Impact

Under Mark’s leadership, The Hurlingham Club demonstrated that heritage venues can grow commercially without compromising exclusivity or service standards. Today, E+M+C uses this expertise to help private estates, heritage properties and members’ clubs achieve similar success by aligning tradition with modern commercial strategy.