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. Brey’s passion is supporting the professionals who lead private clubs, golf courses, destination resorts, and residential communities. Eric leverages his dedication to understanding stakeholder’s wants, needs, and desires to help organizations find solutions and develop successful strategies.

By thinking creatively about the challenges facing our industry, his innovative methodologies are helping GGA clients:

-Identify and determine members’ strategic preferences.

-Recognize the unique value and motivations of different segments.

-Identify what skills leaders need to be successful.

-Determine key sources of dissatisfaction to prioritize organizational priorities.

-Understand pricing elasticity and funding preferences.

-Use personas to clarify member sentiment differences.

-Effectively use available operational data to inform operations.

His research is recognized for its impact and published in top-tier academic journals and trade publications. As an industry speaker, Eric focuses on sharing data-driven insights in a relatable manner and has presented to industry groups and associations locally, nationally, and globally.

He has had the incredible privilege of supporting businesses and organizations across the hospitality and tourism industries and is currently a Professor in the School of Management 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.