Founder
Alex Hammill
Founder-led means the person whose name is on the firm is the person in your building.
Alex Hammill
Founder
It started on a napkin
ICM started on the back of a napkin. I was sitting in a corporate office, an executive for two of the largest owner-operators in the country, watching an antiquated approach to clubs get applied to properties that deserved better. Same playbook, different zip code. Decisions that should have taken a day took a quarter, and by the time they landed, the moment had passed. The clubs were not short on assets or capital. They were short on ideas, and nobody in the building was allowed to have one.
So I stopped complaining and started writing. One question at the top of a napkin: What if? What if the member experience was the focus? What if hospitality were the foundation? What if we found the best possible people? What if we challenged the status quo? Four questions, and not one of them had a good answer inside the model I was working in.
That napkin became ICM. A boutique firm, on purpose. Founder-led. A limited number of projects, so I am personally in every one. Every concept built from scratch for your club, your market, and your members. Tailor-made, never templated, then proven with numbers.
Every club ICM touches is still an answer to those four questions.
The four questions on the napkin
- What if the member experience was the focus?
- What if hospitality were the foundation?
- What if we found the best possible people?
- What if we challenged the status quo?
Not just a club operator
A builder of hospitality concepts, working nationally.
Most club executives inherit what somebody else built. Alex's work is the opposite: concepts that did not exist until he drew them up, then opened them, then ran them. ICM takes projects across the country, and the national awards that followed, including multiple Golden Fork Awards, Top Innovator, and Best Amenities, are for concepts rather than caretaking.
Caché
A members' dining and social concept invented from a blank page inside a club, open with a waitlist and award-winning recognition.
Neighborhood Provisions
A second ground-up concept under the same roof, built to give members a reason to show up on an ordinary weeknight.
Polo and equestrian
Proof the approach travels well past golf: a member-only concept built around sport, spectacle, and hospitality.
Golf entertainment
Venues designed to earn their own traffic, not to survive on captive club rounds.
“When you hire ICM, you get me. Not a regional office.”
Alex Hammill, Founder
Serving clubs and member-only concepts nationwide
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