Jan 11, 2026
Stephen Smith is a neuroscientist and one of only six professionals worldwide fully registered as both a sport psychologist and a business psychologist. Through his company, Sports Psychology, Stephen works with clubs to improve performance and commercial success by better understanding customer behaviour—what members and guests need, what makes them feel comfortable, and what keeps them coming back.
Stephen recently presented this subject at the GCAE Conference in Madeira, and we were keen to have him on the show to explore these ideas in greater depth.
In this episode, we dive into how highly successful businesses—particularly those outside the golf industry—design their spaces to maximise engagement, satisfaction, and loyalty. Stephen explains how these same principles can be applied within golf facilities by creating the right environments and surroundings.
This conversation takes us into new territory and offers a fresh perspective on how psychology, neuroscience, and design can directly impact the success of golf clubs.
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