Bruce Glasco is the chief operating officer of Troon, the world’s leading golf and golf-related hospitality management company, where he oversees global operations across an expansive portfolio of premier golf courses, resorts, and private clubs. With over 30 years of experience in the golf industry, Glasco is widely recognized for his strategic leadership, operational excellence, and global perspective.
Before joining Troon, Glasco built a distinguished career managing operations at some of the world’s most iconic golf properties, including Pine Valley Golf Club, Arnold Palmer’s Bay Hill Club, Kapalua Golf Club and Resort, and the exclusive Maroon Creek Club. His deep operational expertise is complemented by a strong background in real estate development, having served in a project management role at Hines, one of the world’s most respected international developers.
Glasco joined Troon in 1999 as vice president of operations, quickly rising through the ranks. In 2001, he was promoted to senior vice president of the Australia Pacific division, and in 2006, he was appointed senior vice president and managing director of Troon’s Europe, Middle East, and Africa operations. Since 2012, he has served as the company’s chief operating officer, playing a central role in Troon’s global growth and commitment to delivering exceptional member and guest experiences.
What are some of your keys to great leadership?
I have always been told that lasting leadership starts with helping others for their benefit. In other words, leadership comes from the ground up and forms the foundation of what can become a relationship built on respect for each other’s individual talents. You must care and they must know you care, which leads to honest communication. Dialogue with your team can’t be based on convenience and the best dialogue starts with a question, not with you already knowing the answer.
Who has inspired or influenced in your life or career?
No surprise it would be Dana Garmany. He has impacted my life and more importantly my family’s life in a way I never could have imagined. He is the consummate professional, and incredibly caring person and perhaps most importantly a great listener with enough perspective to add something meaningful to any discussion.
With all your international travels what are some of the most unique places you have been or brought golf to market?
I have been to a lot of unique places over the years and encountered some exceptional individuals. However, given the state of the world today, the most unique place I’ve ever been was a Russian military base in Rostov, where I was working with a client. It’s an incredible story and requires a lot more time, and perhaps a cold beverage to tell.
Where do you see the biggest area of golf or golf development growth internationally? If you had a crystal ball, 5-10 years from now what would you see?
Golf will continue to become more relevant in emerging markets and while I believe we have some major hurdles to address with water it is the game of a lifetime and the COVID shutdown brought a new generation of golfers to the game that share the same kind of passion with the baby boomers who led us during our industries last renaissance period. The question that we need to all be thinking about now is the impact of AI on the typical workday and if that will lead to more people having more free time to enjoy the sport and if so, will we have enough capacity in the system.
How do you like to spend your time outside of work?
I am a huge college football fan and enjoy getting on the water whenever possible. Luckily, I also like to travel, which aligns nicely with the requirements of my job. I cannot sit still and do not manage downtime well.
What’s on your playlist right now?
I tend to look for podcasts or books that tell a story and the Ben Horowitz’s “The Hard Thing About Hard Things” seems relevant in today’s world.
(This post is sponsored by Troon.)
