And his top priority is to spearhead a membership drive after an alarming drop in numbers as players drifted away to other clubs.
Penney, appointed golf director, has been asked to reverse a trend which has seen the men's section slump to 200 - more than a third below the average for the Manchester region.
"Clearly we must increase those figures and we will be also putting a lot of emphasis on rebuilding the junior section," said Penny, 34, who spent 14 years at Werneth before arriving at Whitefield.
"It's been a tough time but we are moving into a new clubhouse next summer to coincide with our 75th anniversary and that can herald a fresh start.
"The days of clubs surviving on low memberships are long gone because they are competing against each other and are more business orientated."
But Whitefield has also been thrown a lifeline with the sale of land for apartments.
And the course, once regarded as one of the best in the county and featuring some of the most testing par threes you'll find anywhere, has also received a make-over after suffering in recent years.
Penney added: "The role of a traditional professional is changing and that's why I'm involved in all aspects of the club. It's in all our interests to attract more members and visiting parties."
Meanwhile, Nicky Harris, who is running the junior section of which he was once a member, has put his decision to turn professional on hold after failing to reach the European Tour School earlier this month.
"I'm hoping to play for Lancashire next season," said the 24-year-old.
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