Industry News

Capstone Hospitality hires Sara Diaz as vice president of recruiting

(JACKSONVILLE, F.L.) – Capstone Hospitality has hired former PGA Tour Multicultural Marketing Manager, Sara Diaz, as its new VP of Recruiting.

Diaz will oversee all recruitment initiatives for the industry-leading company whose innovative and proven methods are helping to drive membership sales at private clubs throughout North America. Capstone’s renowned sales team is primarily made up of individuals who come from the world of golf, including former players on the PGA Tour, other professional circuits or collegiate programs. Diaz will be responsible for continuing to find the best possible talent as Capstone grows and expands its network of clients.


“We are extremely fortunate to have Sara join the Capstone Team, as she is smart, hard working, charismatic and brings a wealth of experience to this role,” said Brian Friederichs, Founder and CEO of Capstone Hospitality. “Sara and her background in golf, particularly at the PGA Tour, will help her be a driving force behind recruitment for Capstone.”

Diaz was a collegiate golfer at the University of Richmond where she received a Masters in Human Resource Management. She spent three years at the PGA Tour where among other things she hosted two digital shows for the Tour’s social media channels, where she interviewed influential personalities such as Commissioner Jay Monahan and PGA Tour player Harold Varner III on social injustice and the return to golf post pandemic.

“Capstone is made up of an incredible group of people who in a relatively short period have brought true innovation and breakthrough thinking into the private club industry,” Diaz said. “This is a great opportunity to build on the momentum Capstone has established and bring motivated individuals aboard to help the company continue to make a difference.”

Capstone’s talented team works with clubs and organizations across North America, bringing each a customized sales plan, renewed energy, and competitive spirit. The goal is simple: drive membership growth, and set clubs up for long-term success. On average, client clubs enjoy a 407% increase in memberships sold after one year of partnering with Capstone.

The company has partnered with over 70 private clubs in the golf, tennis, resort, boating, and social spaces, helping them experience tremendous growth and financial stability through their proven methods and cutting-edge technologies. The high-profile and respected brands that have benefited from Capstone Hospitality’s services include Nemacolin Resort, The Biltmore, The Golf Club of Amelia Island, Concert Golf Partners, Hawks Ridge Golf Club, Pensacola Country Club, and Waynesville Inn and Golf Club, among many others.

To learn more about Capstone please visit, call 904-853-6609, or email Follow on social on Instagram and Facebook.

About Capstone Hospitality

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Capstone Hospitality was founded by former professional golfer Brian Friederichs in 2009. It seamlessly partners with private clubs to implement an innovative and proven method for driving membership sales.

The company has gained valuable industry knowledge in a diverse range of markets while working with private clubs across North America. Its comprehensive experience allows staff to deeply understand membership sales and private club needs, bringing a wealth of industry knowledge and using it to customize membership marketing and sales plans for clubs of all sizes. They offer multiple services to develop and drive sales

Capstone’s industry-leading sales team is primarily made up of individuals who come from the world of golf, including former players on the PGA Tour, other professional circuits or collegiate programs.

To learn more, please visit

Austin Zehel
Buffalo Agency