GBR Friday | The Technology Arms Race in Golf Course Management
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
Before the weekend gets underway, we’ve taken one final look around the golf industry to bring you the most relevant stories to enjoy reading when you have a moment.
Our focus in the industry section encompasses economic data on the size of the golf cart industry, which is estimated to reach $4 billion by 2034. We’ll also look at the size of the golf industry in Ireland, which is worth over €700 million per annum to the Irish economy.
In circuits, we have a mixed bag. An uncertain future for this week’s title sponsor on the PGA Tour, Rocket Companies. On the other hand, Genesis has struck a new deal with the PGA Tour and the Champions Tour to continue as the official transportation supplier until 2030.
Industry
Circuits
Equipment
People To Watch
Subscriber Article: The Technology Arms Race in Golf Course Management
Enjoy your weekend, everybody!
INDUSTRY
GOLF CART MARKET TO REACH $4 BILLION BY 2034 AMID SURGE IN ELECTRIC AND NON-GOLF USES
The global golf cart market is projected to grow from $2.3 billion in 2025 to $4 billion by 2034, driven by a 6.4% compound annual growth rate (CAGR), according to the newly released Golf Cart Market Outlook 2025–2034 report from ResearchAndMarkets.com. Once limited to golf courses, the market has rapidly expanded into resorts, airports, campuses, and gated communities, with electric carts becoming the preferred option due to their energy efficiency and reduced environmental impact. The integration of lithium-ion batteries, intelligent navigation systems, and customizable designs is transforming golf carts into multi-use electric vehicles. A sharp uptick in demand in 2024 was spurred by global trends in low-emission transport, with North America and Europe leading fleet upgrades across golf resorts and municipalities, while the Asia-Pacific region saw rising utility cart adoption in real estate and airport infrastructure.
Looking ahead, the report highlights several emerging trends shaping the sector:
Electrification & Automation: Solid-state batteries and pilot projects for autonomous carts are expected to redefine vehicle performance and usability.
Smart Connectivity: Features such as GPS, digital dashboards, Bluetooth, and collision alerts are becoming standard for enhanced fleet management and improved user experience.
Market Diversification: Custom carts for niche sectors—such as food delivery, campus logistics, and tourism—are expanding their applications beyond traditional boundaries.
Sustainability Focus: Solar-powered carts are gaining popularity in eco-sensitive areas and sunny tourism regions.
Residential Uptake: Retirement communities and leisure estates are fueling demand for quiet, compact vehicles.
Despite strong momentum, challenges such as high upfront costs and limited charging infrastructure in rural areas could temper adoption. Nonetheless, analysts point to ongoing urbanization, green mobility investments, and technological innovation as key drivers for sustained global growth.
The full report from Research and Markets can be purchased here.
GOLF GENERATES €717M ANNUALLY FOR IRELAND’S ECONOMY, SUPPORTING OVER 15,000 JOBS
A comprehensive new report from Golf Ireland, conducted in collaboration with The R&A, has revealed that golf contributes €717 million annually to the island’s economy and supports 15,600 jobs. Based on 2023 data, the study highlights the sport’s growing financial footprint, driven by surging participation, robust club membership, and a strong rebound in golf tourism following the pandemic. Consumer spending linked to golf reached €703 million—€509 million in the Republic of Ireland and £170 million in Northern Ireland—representing around €100 per person and accounting for €1 in every €200 spent in the economy. Club membership alone accounted for €143 million, while tax contributions from golf-related consumption, income, and corporate profits totaled more than €277 million. Golf Ireland CEO Mark Kennelly noted that the findings “underscore our sport’s ability to drive growth and create employment,” adding that initiatives like Get into Golf, Unleash Your Drive, and iGolf are helping to broaden the game’s appeal.
The study also highlights significant economic potential from high-profile events, including the 2027 Ryder Cup at Adare Manor, which is projected to generate more than double the £100 million generated by The Open Championship at Royal Portrush in 2019. With one in ten Irish adults playing golf annually, the sport is a significant contributor to the economy and a key draw for tourism. The report highlights opportunities to grow the game further through increased female participation, infrastructure investment, and by leveraging Ireland’s global reputation as a premier golf destination. According to Professor Simon Shibli of Sheffield Hallam University, who led the research, “The fundamentals are in place for future growth, notably in the form of invisible exports from visitors coming to play or to watch golf.” More findings and the option to download the full report can be found on Golf Ireland’s website.
2025 PGA BUYING SUMMIT TO SHOWCASE 170+ BRANDS AND $280M IN RETAIL BUYING POWER AT PGA FRISCO
The 2025 PGA Buying Summit, scheduled for July 28–30 at PGA Frisco, will bring together more than 170 golf and golf lifestyle brands, with buyers representing over $280 million in retail sales across 15 U.S. states and Mexico. Taking place at the Omni PGA Frisco Resort & Spa, the mid-season event will feature one-on-one appointments, educational sessions, and networking opportunities for PGA of America Golf Professionals, top retailers, resorts, and golf facility operators. The summit opens with a full day of education and a fashion show sponsored by VYBWEAR, followed by two days of exhibits showcasing Spring 2026 collections. On July 29, the PGA District will host the free-to-attend Summer Jam Golf Festival, blending golf, innovation, and entertainment for both attendees and the public. PGA Members and related professionals may access all events and sessions via a discounted All-Access Summit Badge through July 14, with exclusive hotel rates available until July 1. For more information on how to attend the PGA Buying Summit, click here.
TOPTRACER ADDS ROYAL PORTRUSH TO VIRTUAL PLATFORM AHEAD OF 2025 OPEN CHAMPIONSHIP
Toptracer, the official ball-tracking partner of The Open, has added Royal Portrush Golf Club’s famed Dunluce Course to its global network of virtual courses, giving golfers around the world the chance to experience the 2025 Open Championship venue firsthand. Available at Toptracer partner ranges, the virtual course launch coincides with a Global Challenge running from July 14–20, where players can test their skills on the storied links and compete for prizes. “It’s a privilege to offer this iconic venue to our golf community,” said Toptracer GM Scott Blevins. The R&A’s Henry Keeling added that the experience will let players of all levels engage with one of the world’s premier links courses, reinforcing Toptracer’s role in bringing major championship golf to the masses. You can check for your nearest Toptracer partner driving range here.
LIGHTSPEED AND WHOOSH UNITE TO MODERNIZE PRIVATE CLUB OPERATIONS WITH SEAMLESS TECH INTEGRATION
Lightspeed Commerce Inc. has announced a strategic partnership with Whoosh, aiming to revolutionize private club management through an integrated, cloud-based platform that streamlines scheduling, payments, and membership functions. This collaboration will enable private clubs to consolidate member data across tee sheets, reservations, and billing, thereby enhancing the member experience with real-time insights and automation. As Whoosh’s Preferred Membership Management Partner, Lightspeed brings its advanced payments infrastructure into Whoosh’s interface, eliminating manual data entry and enabling highly personalized service. With centralized billing, customizable agenda tools, and seamless mobile booking capabilities, including weather alerts and direct messaging. The joint platform will help equip club operators with the tools to elevate their customer experience and future-proof their business. A demo of the new system is available at Lightspeed.
HISTORIC SOUTHERN PINES GOLF INNS ENTERS JOINT VENTURE WITH MARINE & LAWN FOR MAJOR RENOVATIONS
Two of North Carolina’s most storied golf resorts—Mid Pines Inn & Golf Club and Pine Needles Lodge & Golf Club—have entered a joint venture with Marine & Lawn Hotels & Resorts, marking the brand’s first U.S. venture. The collaboration, announced by resort president and CEO Kelly Miller, will see extensive renovations to the properties, beginning with a six- to eight-month restoration of the century-old Mid Pines Inn, designed by architect Aymar Embury II. Marine & Lawn, known for restoring heritage golf properties in the U.K. and Ireland, will partner with the Miller, McGowan, and Tharani families, who will retain full ownership of the golf courses. The move ensures the preservation of the resorts’ historic charm while elevating accommodations and hospitality operations. The partnership is backed by AJ Capital Partners, whose U.S. hospitality portfolio includes the Graduate Hotels brand. More details on the joint venture can be found in the full press release here.
ARAB GOLF FEDERATION LAUNCHES ELITE SCHOLARSHIP CAMP TO DEVELOP FUTURE CHAMPIONS
The Arab Golf Federation has unveiled its groundbreaking Elite Sports Scholarship Camp, a major step toward developing a new generation of Arab golf champions by 2035. Held at Riyadh Golf Club, the four-day camp brings together 16 top male and female golfers under the age of 18 from across the Arab world, selected based on their regional and international rankings. The initiative includes both technical evaluations and competitive simulations, culminating in the awarding of full scholarships to the top performers at IMG Academy. These scholarships, effective from August 2025, will provide access to elite golf training, academic education, and cutting-edge sports science support. The camp forms a core component of the Federation’s long-term strategy to cultivate talent and strengthen the Arab presence in global golf. Further details on the new initiative from the Arab Golf Federation can be found in Golf Digest Middle East here.
CIRCUITS
PGA TOUR LAUNCHES “STRAIGHT UP” CAMPAIGN TO PROMOTE NEW FEDEXCUP PLAYOFF FORMAT
The PGA Tour has unveiled its latest brand campaign, “Straight Up,” spotlighting the revamped FedExCup Playoffs format set to debut this August. In response to feedback from players and fans, the Tour Championship will eliminate the FedExCup Starting Strokes system, returning to a traditional 72-hole stroke-play format where all 30 finalists begin at even par. The new structure promises a more competitive finish to the season, aligning with the Tour’s broader Fan Forward initiative—its most extensive fan research project to date. Designed to educate and energize audiences, the “Straight Up” campaign will roll out across PGA Tour broadcast partners, digital platforms, and social media channels throughout the summer. Further details of the PGA Tour’s new “Straight Up” campaign can be found here.
ROCKET MORTGAGE CLASSIC FACING UNCERTAIN FUTURE
As the Rocket Mortgage Classic teed off its seventh edition at Detroit Golf Club, tournament backer and Rocket Companies president Bill Emerson appeared pleased with the event’s momentum, even as discussions loom about its future beyond 2026. Emerson walked alongside PGA Tour commissioner Jay Monahan, Rocket Sports and Entertainment president Grant Gilbert, and brand ambassador Rickie Fowler during the Pro-Am, signaling strong support amid a field featuring five top-10 players and 11 from the top 50, one of the strongest in tournament history. While past editions struggled to attract star power due to its placement on the PGA Tour calendar, this year’s field, highlighted by World No. 5 Collin Morikawa, has elevated the event’s stature. Morikawa, returning after a runner-up finish in 2023, praised Detroit’s vibrant sports culture but acknowledged the scheduling challenges that limit top players’ participation in non-signature events. With a $9.6 million purse and momentum on its side, the tournament’s long-term fate remains in the balance as Rocket weighs its continued support. Carlos Monarrez’s full report for the Detroit Free Press can be read here.
LIV GOLF PARTNERS WITH MGM RESORTS FOR 2026 PRE-SEASON LAUNCH IN LAS VEGAS
LIV Golf has announced a partnership with MGM Resorts International to host its annual pre-season showcase—LIV Golf Week 2026—in Las Vegas, marking a shift from its previous Florida location. As presenting partner and host venue, MGM Resorts will provide the backdrop for a week-long series of activities, including media engagements, commercial campaigns, and content capture involving LIV’s players, teams, and global partners. The collaboration also extends into the 2025 season, offering select MGM Resorts VIP guests exclusive access to tournaments and private events with LIV Golf professionals. Described by LIV Golf’s Head of Global Partnerships Monica Fee as a step toward delivering “unforgettable experiences.” More details on the newly announced partnership between LIV Golf and MGM Resorts can be found in the full press release here.
GENESIS NAMED FIRST GLOBAL OFFICIAL VEHICLE OF THE PGA TOUR IN EXPANDED MARKETING PARTNERSHIP
The PGA Tour and Genesis have announced an expansion of their longstanding relationship, naming the luxury carmaker the first-ever global Official Vehicle of both the PGA Tour and PGA Tour Champions through 2030. Under the new Global Official Marketing Partnership, Genesis will also serve as the Official Mobility Partner of the PGA Tour, reflecting Hyundai Motor Group’s global ambitions. The agreement includes sponsorship of the Tour’s new World Feed broadcast, aimed at international audiences, and the debut of “Driven,” a special program showcasing the brand’s influence on golf, which will air on June 28 on CBS. With immersive activations, global media integration, and continued support of events like The Genesis Invitational and Genesis Scottish Open, the expansion of the partnership with the PGA Tour builds on Genesis' expanding role in the global golf ecosystem. More details on the extended partnership between the PGA Tour and Genesis can be found here.
EQUIPMENT
TITLEIST UNVEILS LIMITED-EDITION SM10 WEDGES IN BLACK VAPOR FINISH
Titleist has launched the Vokey Design SM10 wedges in a striking new limited-edition Black Vapor finish, featuring a durable Titanium Carbide Vapor layer applied via PVD treatment and a smudge-resistant FPP coating for a premium look and feel. The updated model includes a custom black and silver Golf Pride Z-Grip Cord with BV Wings, a True Temper Dynamic Gold Onyx shaft, and a matching BV Wings Black Vapor shaft label. All 27 loft, bounce, and grind combinations are available in both right- and left-hand models through custom options on Vokey.com, while a select range of right-hand configurations will be stocked in retail. Pre-sale began yesterday (June 26th), with official availability in golf shops starting July 24 at a retail price of $225 (£165, €195) per wedge.
PEOPLE TO WATCH
CHARLEY HULL JOINS GOLF FOUNDATION AS NEW AMBASSADOR TO INSPIRE NEXT GENERATION. The 29-year-old English star and Solheim Cup standout will support the GolfSixes League, aiming to boost visibility and encourage more girls to stay engaged in the game. Hull joins a growing list of high-profile supporters, including Golf Foundation President Nick Dougherty and Ryder Cup player Tommy Fleetwood. More details can be found at the Golf Foundation.
SUZANN PETTERSEN NAMED GLOBAL AMBASSADOR FOR NEW SOTOGRANDE GOLF ACADEMY. The former Solheim Cup star and two-time major champion will lead the Academy’s global vision when it opens this August at the SO/ Sotogrande Spa and Golf Resort. Her appointment signals Sotogrande’s ambition to establish a premier destination for elite golf training and next-generation player development. The full press release announcing Pettersen’s global ambassador role is available at the Golf Wire.
GOLF LIVE ANNOUNCES TWO UPCOMING LIVE STREAMS FOR COACHES AND PLAYERS. On Tuesday, July 1, at 7 p.m. EDT, instructor Mike Malaska will join Golf Live Co-Founder Allan Belden to explore how each player’s unique swing DNA shapes their game. The following evening, on July 2 at 7 p.m. EDT, Billy Martin, PGA, and Synergy Group Consulting CEO Ted Simons will showcase the integration of FlightScope Mevo+ launch monitor data into the Golf Live platform. You can sign up and join the live stream on July 1st by clicking here.
Subscriber Article: The Technology Arms Race in Golf Course Management
We’ve covered stories today examining how the golf cart market is poised to grow to an estimated $4 billion by 2030, with one of the primary drivers of growth being enhanced connectivity and GPS capabilities.
We’ve also looked at the collaboration between Lightspeed and Whoosh to enhance golf club operations. Golf Now has added a feature to its app that allows golfers to not only book tee times but also order golf balls or rental clubs simultaneously, ensuring they are ready to pick up from the pro shop.
Technology is becoming an integral part of how golf clubs operate and thrive in the modern world. We can see the economic impact a healthy golf industry looking at the figures released for Ireland this week - €700 million is no small amount of money.
While the sport's popularity has surged in recent years — with over 545 million rounds played in the U.S. alone — what is less visible to most players is the digital revolution quietly reshaping the golf club itself. Behind the fairways and greens, course operators are turning to a growing suite of technologies aimed at improving player experience, boosting operational efficiency, and redefining what it means to run a modern golf facility.
Digital Tee Sheets and the Business of Bookings
One of the most immediate ways technology is transforming club operations is at the point of entry, specifically with tee-time bookings. Paper logs and fragmented software are giving way to integrated digital systems that can manage reservations, marketing, and customer engagement all on one seamless platform.
Platforms such as Lightspeed Golf, Club Caddie, and TenFore have seen sharp growth. Club Caddie, for example, reported a 20% rise in new accounts in early 2025, while TenFore nearly doubled its presence through municipal contracts. The reason is simple: dynamic pricing, automated waitlists, and CRM-integrated booking engines are helping clubs reduce no-shows and increase revenue. Pacific Springs Golf Club cited a 12% jump in earnings and a 58% decline in cancellations after implementing a unified booking and CRM system.
The global golf course management software market, currently valued at approximately $3.5 billion, is projected to grow to $7.8 billion by 2033, with a CAGR of 8.3%, according to DataHorizon Research.
At a time when efficiency is as critical as experience, the tee sheet has become a data hub — one that informs decisions on staffing, promotions, and even F&B inventory.
GPS and the Modern Golf Cart
The golf cart, once a silent partner in the round, has evolved into an intelligent tool for pace and profit management. Systems such as Tagmarshal’s 2Way use GPS technology to track pace of play, send real-time updates to players, and enable food and beverage orders to be placed directly from the cart.
These tools are more than conveniences. For operators, they serve as a means to combat slow play — a problem that, according to industry estimates, can reduce revenue by up to 15% due to scheduling backlogs and dissatisfied customers. Tagmarshal’s platform allows staff to identify and respond to bottlenecks before they escalate, maintaining flow and preserving tee-time value.
Meanwhile, new innovations like the Robera Neo — a self-driving golf trolley equipped with a swing-camera and AI feedback — are beginning to merge transportation with training. The product, which recently raised over $300,000 via crowdfunding — more than 6,000% of its original target — reflects a growing market appetite for dual-purpose technology that supports both performance and convenience.
Data-Driven Coaching Comes of Age
Golf instruction is undergoing a seismic shift. The days of purely verbal feedback are giving way to a data-rich environment, where video, sensors, and motion capture drive player development.
Sportsbox AI, a standout in this space, uses standard smartphone video to generate 3D avatars of a golfer’s swing, producing over 30 biomechanical metrics that were once accessible only in high-end studios. Coaches across the PGA and LPGA Tours are adopting the system, citing its precision and portability.
The company recently partnered with Foresight Sports to integrate launch monitor data into its motion-capture app, providing an unprecedented level of swing analysis. For clubs, it presents an opportunity to offer cutting-edge instruction without costly infrastructure. In-house certification programs and consumer-facing subscription models also create new revenue streams.
Other platforms, including Trackman, Arccos Caddie, and HackMotion, continue to expand the boundaries of digital coaching, providing instantaneous and deeply personalized feedback. A recent study in the Journal of Golf Science found that players using tech-enabled instruction reported faster improvement and greater satisfaction.
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The next section of this article breaks down how technology is transforming clubhouse operations, turf management, and profitability across the golf industry, as well as what golf clubs need to stay competitive.