GBR Friday | Two Thirds Of UK Golf Clubs Considering a Software Update To Improve Operations.
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
I hope you are all well and enjoying the fact that it’s Friday and the weekend is just around the corner.
Day One of the 153rd Open Championship is in the bag. We have players tied at the top on four-under par, on what, at times, was a trying day for scoring with wind and rain sweeping across Royal Portrush. Matt Fitzpatrick is the most well-known name at the top of the leaderboard. The 2022 U.S. Open champion hasn’t hit the giddy heights since that victory, but has the grit and determination to continue to be a factor.
Scottie Scheffler sits ominously one shot back. The world number one has looked and talked about being bored with golf; would lifting the Claret Jug on Sunday night get him out of a perceived funk?
Home favorite Rory McIlroy certainly kept the crowd and marshals busy during his opening one-under par 70. The Northern Irishman could only hit two out of twelve fairways. However, his first-round effort this year is nine shots better than his opening-round effort in 2019.
What have we got in store for Friday’s edition of GBR? In industry, we follow up on research published by Golf Genius, which indicates that two-thirds of UK golf clubs are looking to switch software providers.
In one respect, this news is not surprising, with so many software and AI packages available in the marketplace, golf clubs really have few excuses for investing in their IT infrastructure.
We also cover news of a new partnership between the International Golf Travel Market (IGTM) and the PGA Show, which, in time, will help bolster worldwide golf travel.
Today’s GBR edition is shorter than usual for two reasons. One, it’s the last major of the year, so I’m sure many of you are following events at Royal Portrush, as am I.
Secondly, I got the chance to play golf today, which, with my wife expecting in late September, my chances for playing will dwindle drastically. I’m sure many of you reading our newsletter will testify to how difficult it will be to play golf once baby comes along. Any hints and tips/excuses I can use for sneaking out to play a few holes are most welcome.
Serbia is not renowned as a golfing destination; it only has two golf courses for starters. However, getting the chance to play the excellent nine-hole Golf Centar course near Serbia’s second city, Novi Sad, is a really enjoyable experience.
On to the newsletter, we have our usual mix of news covering:
Industry
Circuits
Equipment
People To Watch
Must Read/Watch/Listen
Enjoy your weekend.
INDUSTRY
TWO-THIRDS OF GOLF CLUBS IN UK & IRELAND CONSIDERING SOFTWARE SWITCH, REPORT FINDS
A new report by Golf Genius, Players 1st, and industry trade bodies has revealed that 66% of golf clubs in the UK and Ireland are open to switching software providers, with product quality—not cost—emerging as the primary motivator. Just 10% of respondents cited price as a factor, while nearly half (48%) said their current software fails to meet operational requirements. The findings underscore a growing demand for more functional, tailored, and constantly evolving software solutions to keep pace with the increasing complexity of golf club management. Product innovation also ranks high on clubs’ agendas, with 25% calling for greater advancements in tools and features to better serve both staff and members.
The report suggests a shift in the industry, where legacy systems are no longer sufficient, and clubs are actively exploring "best-in-breed" providers that specialise in key areas like tee sheets, point-of-sale, and membership solutions. Golf Genius, for example, has built more than 100 integrations with companies such as BRS, Lightspeed, and Golf Manager to support more flexible and adaptive software ecosystems. With only 13% of clubs citing poor customer support as a reason for switching, the data points to a deeper issue: current software platforms are stagnating in development rather than failing on service. The takeaway is clear—golf clubs are no longer just seeking cost-effective software; they want fit-for-purpose tools that improve operational efficiency, boost staff morale, and elevate the golfer experience. Golf Genius’s 2025 Golf Club Software Technology report can be downloaded here.
IGTM AND PGA SHOW ANNOUNCE STRATEGIC PARTNERSHIP TO UNIFY GLOBAL GOLF INDUSTRY
The International Golf Travel Market (IGTM) and the PGA Show have announced a strategic partnership aimed at enhancing collaboration across golf’s global ecosystem, spanning travel, tourism, retail, and technology. The alliance will debut new joint initiatives at IGTM 2025 in Cannes, including the engagement of select PGA of America Golf Professionals from top U.S. clubs, a Discovery Zone showcasing emerging brands and innovations, and shared industry trend data to guide future planning. Designed to foster stronger commercial ties and support long-term sector growth, the partnership will also see IGTM feature at the 2026 PGA Show in Orlando, reinforcing the central role of golf travel in expanding the game worldwide. Further details of the initiatives that will be established under the partnership between the IGTM and the PGA Show can be found in the full press release, which can be found on the IGTM website here.
GALGORM COLLECTION ANNOUNCES £30 MILLION INVESTMENT IN NEW CHAMPIONSHIP LINKS COURSE AT BELLARENA
Galgorm Collection has unveiled plans to develop Northern Ireland’s first new championship links golf course in more than a century, committing over £30 million to the creation of Bellarena Golf Links on the scenic north west coast. Situated between Portrush and Limavady, just 30 minutes from the City of Derry, the 18-hole coastal layout is set to become a landmark addition to the region’s golf offering, further enhancing Northern Ireland’s status as a premier international golf destination. Subject to planning approval, development will begin in 2025, with the course expected to open to the public in 2029. The Bellarena project will bring Galgorm’s total investment in the region to approximately £65 million and is projected to create 300 new jobs. This initiative follows the company’s recent £50 million acquisitions of Roe Park Resort in Limavady and Galgorm Castle Estate in Ballymena, where an additional £22 million is being invested into course and facility upgrades. With a cumulative investment of £120 million across two decades, Galgorm Collection—employing over 1,400 staff—is positioning itself at the forefront of Northern Ireland’s golf tourism strategy. Managing Director Colin Johnston described the Bellarena project as a “once-in-a-generation opportunity” to reshape the tourism landscape of the north west, pledging to engage with local stakeholders to ensure the course brings widespread economic and community benefits. Galgorm is also exploring plans for a second new championship links course in Glenariffe, reinforcing its long-term commitment to excellence, innovation, and sustainable tourism development. More details of Galgorm Collection’s plans can be found here.
MGI GOLF REPORTS STRONG Q2 GROWTH AS CLUBS NATIONWIDE EMBRACE WALKING EXPERIENCE
Electric caddy technology specialist, MGI Golf, reported strong second-quarter growth fueled by new fleet partnerships with clubs across the U.S., including the newly opened Broomsedge Golf Club in South Carolina and Mapleton Golf Club in South Dakota. Both clubs chose MGI as their electric caddy provider to prioritize walking as a core element of the golf experience, reflecting a broader industry shift toward modern, tech-enabled walking solutions. Existing partners, such as Olympic Hills Country Club, expanded their fleet orders following strong member uptake. MGI’s customizable Electric Caddy Fleet Program—now bolstered by a new leasing option starting at $36 per month per caddy—offers clubs a flexible, revenue-friendly path to modernizing their operations. With a growing list of clients including The Royal Sydney Golf Club and Desert Mountain Club, MGI continues to strengthen its position as the go-to partner for forward-thinking facilities worldwide. MGI Golf’s second quarter performance is the subject of a press release, which can be viewed in full here.
TRUESLOPE TECH BRINGS REAL-WORLD CONDITIONS TO OPEN ZONE AT ROYAL PORTRUSH
PLATFORM Golf has introduced a custom version of its TrueSlope simulator technology to this week’s 153rd Open Championship at Royal Portrush, transforming the Open Zone driving range area into a hub of real-time, slope-aware swing analysis. The innovation allows broadcast presenters to replicate and break down the actual lies, slopes, and putting conditions of Royal Portrush using simulator visuals enhanced by TruGolf and Science & Motion graphics, giving viewers an unprecedented glimpse into how shots might unfold in live competition. Installed in the long-standing showcase area for swing analysis and demonstrations, TrueSlope enables highly realistic recreations of course conditions for fans at home. PLATFORM Golf CEO Thomas Hackett described the project as “a new benchmark for golf broadcasts,” while co-founder Rory Flanagan, an Irishman, noted the pride of unveiling the system on home soil, calling it a testament to the team’s drive to advance golf technology. More details on how Platform Golf’s TrueSlope simulator is being used at The Open Championship can be found here.
SCARECROW COURSE TO OPEN AT GAMBLE SANDS ON AUGUST 1
Troon Golf has announced that Gamble Sands Resort in Brewster, Washington, will officially open its highly anticipated second 18-hole course, Scarecrow, on August 1, adding a new dimension to the acclaimed David McLay Kidd-designed golf destination. Built on 300 acres of rolling, former farmland overlooking the Columbia River Valley, Scarecrow stretches 6,900 yards, plays to a par 71, and is surfaced with traditional fine fescue to ensure firm and fast play. Designed by McLay Kidd and Nick Schaan as a spirited sibling to the original Gamble Sands Course—which ranks No. 14 on GOLF Magazine’s “Top 100 Courses You Can Play”—Scarecrow offers a dramatic layout featuring a downhill opening par 4, a cliffside closing hole, and a mix of strategic par 3s, 4s, and 5s designed to encourage creativity. With new double-king golf-view rooms at The Inn, an onsite shuttle, and a recently added putting green, the resort now boasts 50 holes of golf, including the 14-hole Quicksands short course and a 100,000-square-foot Cascades Putting Course, further solidifying its status as one of North America’s premier golf destinations. More details on the new Scarecrow Course and tee time booking information can be found in Troon Golf’s press release here.
CIRCUITS
HOSPITALITY EXPERIENCE AT 2026 OPEN CHAMPIONSHIP TO BE OVERHAULED
The R&A is preparing to introduce a major overhaul of its hospitality offering at the 2026 Open Championship at Royal Birkdale, giving fans unprecedented flexibility to move between venues across the course. The new tiered system—developed in collaboration with Two Circles and the Mike Burton Group—will feature four categories: Signature, Platinum, Premium, and Select. The flagship Signature package will grant access to multiple premium venues, including the Clarets overlooking the 17th green, reserved grandstand seating on the 18th hole, a Q&A with a past or current player, a photo with the Claret Jug, and fast-track access to the Open Shop, with prices ranging from $1,344 to $3,286 depending on the day. Other tiers will offer varying degrees of access, with Select tickets starting at $170 and Platinum peaking at $2,117 on Sunday. The goal, according to R&A Chief Commercial Officer Neil Armit, is to enhance value and experience by removing the limitations of single-venue access, recognizing that significant investment should be matched with a richer, more immersive offering.
The changes come as The Open at Royal Portrush is currently underway, with only one hospitality venue having unsold tickets, which were for Wednesday’s practice day. Approximately 20,000 fans are expected in hospitality areas, split nearly evenly between private and corporate customers. Building on this momentum, next year’s Open will also see the debut of “Destination” packages, combining tickets, accommodation, tournament hospitality, and additional golf experiences for traveling fans seeking luxury and convenience. Armit noted a broader societal trend driving these shifts, with individuals increasingly prioritizing experiences over material possessions. With attendance expected to exceed 300,000 at Royal Birkdale—surpassing the current record of 290,000 set at St Andrews in 2022—the R&A sees rising demand and scarcity as key drivers of its expanding premium offerings. “The level of demand is almost that we could sell our championship day 10 times over,” Armit said, underscoring the strategic importance of delivering added value through curated experiences. More details on the R&A’s plans can be read in Josh Carpenter’s article for Sports Business Journal here.
R&A CITES LOGISTICAL HURDLES AS TURNBERRY'S OPEN RETURN REMAINS UNCERTAIN
Trump Turnberry remains in the running to host a future Open Championship, but logistical challenges continue to delay its return to the rota. Speaking ahead of this year’s tournament at Royal Portrush, R&A Chief Executive Mark Darbon emphasized the organization’s admiration for the course but pointed to significant infrastructure concerns—particularly in road access, rail connectivity, and accommodation capacity—that need resolution before Turnberry can be reinstated as a host. The course last held The Open in 2009, and with Royal Birkdale and St Andrews already confirmed for 2026 and 2027, respectively, 2028 is the only year during Trump’s current term that remains open. Darbon confirmed he recently met with Eric Trump and Turnberry executives to discuss these issues, describing the exchange as “a good dialogue,” though he added that a final decision on the 2028 venue will come within the next year.
Darbon also addressed speculation regarding political influence on the decision, clarifying that while U.K. officials have inquired about Turnberry following Trump’s own reported interest, the R&A retains full control over championship site selection. The issue of infrastructure is not exclusive to Turnberry; Muirfield, another historic Open venue, has not hosted the event since 2013 and currently has no future date confirmed. Darbon noted that discussions with Muirfield are ongoing, with improvements needed in areas such as the practice ground and cabling infrastructure to support modern tournament demands. Despite these obstacles, he expressed optimism about returning to both storied venues in the future. David Rumsey’s story for Front Office Sports is available to read here.
RECORD CROWDS AND A BREAKOUT WINNER HEADLINE 2025 GENESIS SCOTTISH OPEN
The 2025 Genesis Scottish Open set a new attendance benchmark, drawing 88,735 spectators to the Renaissance Club in East Lothian, surpassing the previous high of 85,921 set at Loch Lomond in 2009. Benin weather conditions also played their part in helping get more fans through the gates. The co-sanctioned Rolex Series event, featuring eight of the world’s top ten players, saw weekend tickets sell out for the first time, with elevated Ticket+ options snapped up in advance each day. Sunday’s final round, which attracted 22,728 fans, saw Chris Gotterup secure a breakthrough win ahead of Rory McIlroy, as the tournament delivered its fourth-strongest field in global golf behind only the U.S. Open, PGA Championship, and THE PLAYERS. Enhanced fan experiences such as the Fringe by the Tee stage—headlined by Scottish singer KT Tunstall—and the Sixth Hole Stadium Experience added to the atmosphere, reinforcing the event’s reputation as both a top-tier competition and a family-friendly outing. Tickets for the 2026 edition are now on pre-sale to previous purchasers, with general sales opening August 11. The tournament continues to be supported by Genesis, who signed a new deal to be the title sponsor till 2030, the Scottish Government, VisitScotland, and both the DP World Tour and PGA TOUR, maintaining its prime position on the calendar the week before The Open. More details on the attendance numbers are on the DP World Tour’s website.
EQUIPMENT
MIZUNO INTRODUCES PRO S-1 IRONS TARGETED AT ELITE BALL-STRIKERS
Mizuno has launched the Mizuno Pro S-1 irons, the latest release in its Signature Series lineup, engineered for advanced players seeking shot-shaping precision, crisp turf interaction, and refined feedback. Arguably, one of the best-looking irons coming onto the market, the Pro S-1 irons are forged in Mizuno’s famous factory in Hiroshima, Japan, from a single billet of 1025E Pure Select Mild Carbon Steel using Mizuno’s Grain Flow Forged process. The S-1 blends traditional blade aesthetics with modern enhancements, including a copper underlay for a softer feel and a channel back design to boost vertical stability without compromising its classic appearance. Compared to the earlier Pro 241 blade, the S-1 features flatter camber, a sharper leading edge, and one additional degree of bounce to improve forgiveness on shallower strikes. Finished in Soft White Satin with a square toe, thin topline, and tour-inspired profile, the irons come equipped with KBS Tour shafts and will be available at authorized Mizuno retailers and fitters starting August 2025, priced at $215 (£160, €185) per club. Blending options can also be explored with the Pro S-1 irons and the rest of the Mizuno iron range. More details on the Pro S-1 irons are available at Mizuno Golf.
PEOPLE TO WATCH
RORY MCILROY HAS BEEN PRESENTED WITH THE 2024 ASSOCIATION OF GOLF WRITERS' TROPHY AHEAD OF THE OPEN CHAMPIONSHIP AT ROYAL PORTRUSH. It marks a record-breaking fifth time McIlroy has received the prestigious award, more than any other player in its 74-year history. He earned the honour following a stellar 2024 season, which included two Rolex Series wins, four runner-up finishes, and a sixth Race to Dubai title. McIlroy received the trophy in person at the Association's annual dinner on Tuesday evening. DP World Tour.
MATT GINELLA HAS JOINED KEMPERSPORTS AS CHIEF STORYTELLER FOLLOWING A NEW PARTNERSHIP WITH FIRE PIT PRODUCTIONS.
Under the agreement, Fire Pit Productions becomes a KemperSports subsidiary, with Ginella leading content creation across the company’s portfolio. The collaboration aims to spotlight the stories behind KemperSports’ 200+ golf destinations, athletic facilities, and live events.
Production will kick off at Streamsong in Florida, where architect David McLay Kidd is set to design a fifth course. More details on what Ginella’s responsibilities and initiatives will be under the new stewardship of Kemper Sports can be found here.
MUST READ/WATCH/LISTEN
Scotland might be the home of golf, and golf tourism plays a huge part in the country’s economy. However, all is not well. Scotland doesn’t have the depth of talent coming through in the professional ranks. Bob MacIntyre leads the way, but outside of that, Scotland hasn’t produced a major champion since Paul Lawrie in 1999. Calum Crowe’s piece for the UK’s Daily Mail signals out where the problems lie at the grassroots level of the game and signposts where improvements have to be made to produce more players who can compete at the highest levels of the men’s and women’s game.
More women are playing golf than ever, and the sport’s popularity continues to grow at a pace. One area where this can be clearly identified is in the increasing number of women organising and booking golf trips. Samantha Leal’s article in Vogue follows this growing trend and how the golf industry is responding to this highly important sector.
We reported earlier how two out of three golf clubs in the UK are looking to switch software providers. Following on with the theme, the CEO of the National Golf Club Owners’ Association (NGCOA), Jay Karen, joins Jon Last and David Klein on The First Call podcast to talk about the future development of golf clubs and the steps they can take to improve their balance sheets and golfers’ expectations.
Winning a major championship in front of your home fans is incredibly special and rare. Shane Lowry got to experience all the emotions of carrying a country’s hopes and expectations on his shoulders as he battled the elements to capture the 2019 Open Championship at Royal Portrush. The R&A’s official film of the 2019 championship will help get you in the mood for the closing stages of the 153rd Open. Can Lowry do it again, or will Rory send the home fans into ecstasy this year?