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As golf professionals increasingly look beyond traditional coaching trips, destinations that combine training, lifestyle, wellness, and family appeal are becoming ever more important.
In the latest episode of The Spin Podcast, we sat down with Stéphane Menou, General Manager of SO/ Sotogrande and The Alto Club, to explore how golf travel is evolving — and what PGA Professionals can do to make the most of it.
With over 30 years of international experience managing resorts across the world, Menou brings a refreshingly practical perspective. His message is clear: golf travel works best when it delivers a complete experience, not just tee times and practice sessions.
At SO/ Sotogrande, that philosophy is reflected in what Menou repeatedly describes as a “360° offer” – blending elite golf facilities, a modern academy environment, wellness, gastronomy, and family-friendly amenities into one destination. For golf professionals hosting trips, this creates far more flexibility: coaching-focused mornings, relaxed afternoons, wellness-led recovery, and social evenings that appeal to both players and non-golfing companions.
A key development is the newly rebranded Alto Club Golf Academy, led by Suzann Pettersen, alongside the purpose-built Pro Zone Training Centre. Rather than positioning this as an elite-only space, Menou is clear that the goal is accessibility – supporting touring professionals, national teams, club golfers, juniors, and families alike. Par-3 golf, night-time practice using Toptracer technology, and flexible group capacity allow coaches to design trips that balance performance and enjoyment.
Crucially for PGA Professionals, Menou highlights that great destinations are built with pros in mind. Coaches act as trusted filters for players and clients; if they believe in the product, the destination gains credibility. That’s why SO/ Sotogrande has invested heavily in facilities that professionals can genuinely use – from structured training environments and fitting areas to recovery tools, wellness services, and adaptable programming.
Towards the end of the conversation, Menou offers perhaps the most valuable takeaway for coaches planning trips: don’t underuse the destination. Encourage players to bring family, explore nearby courses, enjoy the lifestyle elements, and see the trip as more than just a golf camp. This not only increases satisfaction, but also strengthens repeat business and word-of-mouth recommendations.
With year-round accessibility, strong transport links, and a dense cluster of world-class courses nearby, SO/ Sotogrande and The Alto Club are positioning themselves as a reference point for modern golf travel – one that aligns performance, wellbeing, and commercial opportunity.
🎧 Listen to the full episode of The Spin Podcast to hear Stéphane Menou’s insights in full and explore how golf professionals can maximise the value of hosted trips.
Click to find out more about SO/ Sotogrande and The Alto Club
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