Eric Brey

Dr. Eric Brey, Ph.D.

A deeper understanding of data will enhance the ability to make strategic decisions, improve operational efficiency, and elevate the customer experience.
Ph.D., Purdue University School of Hospitality and Tourism Management
M.S., University of Wisconsin-Stout School of Hospitality Leadership
B.S., University of Wisconsin-Stout School of Hospitality Leadership


Dr. Eric Brey, Ph.D., is a researcher and professor at the University of Wisconsin-Stout, School of Hospitality Leadership, where his work focuses on leveraging analytics to guide the implementation of consumer-centric strategy. He also has experience teaching courses in customer analytics, club, golf and resort management, marketing, and business strategy.

In his role as a GGA Director, Dr. Brey’s focus is to assist golf, club, resort and municipal operators with expanded insight into existing data and managed consumer feedback services, including the implementation of the Satisfaction Impact Assessment, a comprehensive study designed to provide a deeper and more meaningful understanding of the touchpoints that have the greatest potential to impact customer and member satisfaction.

Prior to joining the faculty at Wisconsin-Stout, Dr. Brey spent six years at the University of Memphis, Fogelman College of Business and Economics where he founded the Center for Hospitality Business. Dr. Brey has published numerous peer reviewed journal papers, written industry whitepapers and book chapters, received multiple recognitions and honors for his research and has conducted applied research and analyses for numerous international organizations.

In addition to helping our customers understand their members’ wants, needs and desires using advanced research methodologies, Eric is leading the development of the GGA Research Institute.  The goal of the Institute is to serve as an industry-leading resource in supporting the strategic needs of clubs by creating deeper insights into effective governance, financial management, member growth and experiences, facilities development, and operations administration.