At the 59club Service Excellence Awards 2026, held at Terre Blanche Hotel Spa Golf Resort*****, Europe’s leading golf and hospitality venues gathered to celebrate excellence. Among the standout winners was Estonian Golf & Country Club, where CEO Hanno Kross was honoured with the prestigious 59club Nordic Manager of the Year award. The club also secured the Gold Flag Designation – recognising consistent excellence across the entire customer journey.
Source: 59club Nordic: Interview with Hanno Kross, 14.04.2026, LinkedIn
For Hanno Kross, leadership has evolved significantly since stepping into his role in 2009.
“In the beginning, I was more managing processes. Today, I focus on more leading people and guiding those processes.”
His philosophy is clear: surround yourself with talent and trust it.
“I try to employ people who are better than me. If you think you are the smartest in the room, you won’t get far. Success has come from trying to empower others.”
This people-first mindset has been central to Estonian Golf & Country Club’s continued growth and recognition at the highest level.
The Power of Objective Insight
A key part of that journey has been working with 59club. For Kross, the value lies in objectivity.
“59club is an honest tool. It shows us what we don’t always see ourselves and gives clear direction on where to improve.”
Through mystery shopping and guest surveys, the club gains actionable insights across every touchpoint – from arrival to departure.
“Every report highlights something we can do better. The goal is simple: improve year by year with small steps. You cannot make a huge leap. But year by year improving small parts, in long term is helping the guest experience to grow. We are not in a hurry, it is OK to take the steps we are able to take, not doing all the things the same time with huge changes.”
Turning Feedback into Action
One of the most powerful examples of this approach is the club’s arrival experience.
“For years, our feedback on arrival wasn’t the best. Guests were welcomed but there was room for improvement both for physical room and in processes. ”
Instead of ignoring the issue, the club acted.
A full redesign near the car park and clubhouse area was implemented and completed in 2024 directly influenced by 59club feedback.
“The result is clear. The experience today is significantly better when you step out of the car and are walking towards the club house. We knew it wasn’t great but to see it repeating test by test, gave us the confirmation we needed to do something about it. That’s the value of working with real data. It drives real change.”
A Team Achievement
While the 59club Nordic Manager of the Year award recognises individual leadership, Kross is quick to shift the focus.
“The Gold Flag is a statement that we are among the best but it’s impossible to achieve without a strong team. This is recognition for everyone who contributes every day.”
By using data as a communication tool, the club has created alignment across departments.
“I don’t have to tell people what to do – you can show them the data. That creates understanding, ownership and motivation. You ask how we can get from 8 to 9 or 10? People know the answers and they give the tasks for themselves. I’m just here to create the environment that these aims can be succeeded.”
The Value of the Network
For a club based in a smaller market, the international 59club network plays a crucial role.
“The network is essential. At one event, you can speak to 10–15 professionals facing the same challenges. You learn what works and what doesn’t.”
Kross also highlights the importance of continuous learning.
“It’s not just about socializing. It’s about learning from the best. Everyone is doing something great. You can pick the best ideas and copy-paste them. If you’re not willing to learn, you don’t have the right mindset for this industry.”
Balancing Technology and Human Connection
As the industry evolves, so do customer expectations.
While technology continues to play a bigger role, Kross believes the human element is more important than ever.
“People spend so much time behind screens. When they come to a golf club, they want real interaction.”
That means being present, being welcoming and creating genuine connections.
“Golf is about people. We need to create an environment where that comes to life.”
For Kross, challenges are not obstacles – they are opportunities.
“I enjoy solving problems. I like new situations. If you want to reach the next level, you have to push yourself. It is the same in sports and the same in business. Not being comfortable is what we need to get better.”
