GBR Wednesday | The Rise of AI in Golf: Smarter Courses, Better Coaching, Bigger Business
Every Tuesday...(Wednesday this week) and Friday Morning, We Bring You the Latest Summary of What's Happening in the Golf Industry While you Were Golfing.
Good morning, GBR community,
First off, apologies, we’re a day late in publishing our first round-up of the week. Things may be a little disrupted over the coming weeks, but we’ll get GBR out to you as soon as possible.
J.J. Spaun certainly had a weekend to remember. Spaun’s 64-foot monster on the last green to claim victory will feature in highlight reels of dramatic U.S. Open moments for a long time to come.
Spaun never wavered too far from the top of the leaderboard and showed real nerve after a disastrous front nine of 40; however, his back nine 32 showed the level of determination and courage he has within him.
Many people predicted a winning score around par given how brutal a test the players faced at Oakmont, and Spuan’s winning score of 279, 1-under par, proved to be a pretty accurate prediction.
Now, we move on to the last major of the year at Portrush in just under a month. It seems crazy to say that we are already fast approaching the last major of the season, but this is how the modern calendar works out.
Another major story unfolding this week is the PGA Tour’s announcement that Brian Rolapp has been appointed as the new Chief Executive Officer, with Jay Monohan stepping down as commissioner next year.
We’ll cover the main talking points in our circuits section.
On to our newsletter for today, join us for our first look of the week at the major stories in the following sections:
Industry
Circuits
Equipment
People To Watch
For Paid Subscribers: The New Intelligence on the Fairways: How AI Is Quietly Revolutionizing Golf
1. INDUSTRY
NGCOA CELEBRATES 30TH MCOR RETREAT WITH INDUSTRY GIANTS IN MONTEREY
The National Golf Course Owners Association (NGCOA) is set to host its 30th annual Multi-Course & Resort Operators Retreat (MCOR) on June 24–25 at the Monterey Plaza Hotel & Spa. What began in 1995 as a locker room conversation among five industry executives has grown into a premier gathering for over 100 leaders representing more than 1,600 golf courses and resorts nationwide. This year’s event, co-chaired by Whitney Crouse of Bobby Jones Links and John Brown of GreatLIFE Golf, will offer top-tier networking, knowledge-sharing, and strategic sessions tailored to the needs of multi-course operators (MCOs) and top resort executives (TROs).
The retreat will feature educational programming led by industry and business leaders. Highlights include presentations from Michael Dominguez of Associated Luxury Hotels International on travel KPIs and Ryan Magnon of Chick-fil-A on building a customer-first culture. An Expert Panel moderated by Golf Business contributor Michael Williams will include executives from Nicklaus Companies, Pinehurst Resort, and Landscapes Unlimited. Closing discussions will be led by NGCOA CEO Jay Karen in conversation with Greg Norman, offering attendees a rare opportunity to hear directly from the Hall of Fame golfer, former CEO of LIV Golf, and entrepreneur. The event is supported by 29 sponsors, with Yamaha, PGA of America, and Toro among the headline contributors. More information on the NGCOA’s Multi-Course & Resort Operators Retreat, including details on who to attend, can be found here.
TROON REPORT REVEALS TRAVEL AND TECH TRENDS SHAPING U.S. AMATEUR GOLF
BIRMINGHAM, Ala. – A comprehensive new industry report from Troon International, released in partnership with Azalea and endorsed by IAGTO, highlights the rising importance of golf travel, mobile booking, and on-site amenities among U.S. amateur golfers. Based on data from over 10,000 respondents and supported by insights from the National Golf Foundation, the 2024 Troon Golfer Survey reveals that more than half of America’s 23 million golfers take at least one golf trip per year—often to Florida, California, or top international destinations. The study also found that 57% of players book via smartphone, while strong dining and retail offerings were key factors influencing destination choice. With the findings unveiled during IAGTO’s 16th annual North America Golf Tourism Convention, Troon executives stated that the report highlights a growing opportunity for resorts and clubs to capture revenue from tech-savvy, travel-driven golfers through curated experiences and digital convenience. More information and how to obtain a full copy of Troon’s report can be found here.
NOTEEFY SECURES STRATEGIC INVESTMENT TO ACCELERATE GOLF TECH GROWTH
LOS ANGELES – Noteefy, a fast-rising leader in golf and resort revenue management technology, has announced a new strategic investment round led by Powerhouse Capital, with backing from Teamworthy Ventures, Phoenix Capital Ventures, PerotJain, and a syndicate of industry veterans. The funding will support the platform’s rapid expansion, including AI-powered tools and automation features, designed to help operators drive revenue, reduce no-shows, and enhance guest engagement. In just two years, Noteefy has been adopted by over 800 golf courses—among them 80 of Golfweek’s Top 200 Resorts for 2025—capitalizing on a booming U.S. golf market that generated $37.1 billion in revenue in 2024 and reached 28.1 million active golfers. Further details on Noteefy’s investment can be found in their full press release here.
WPSL LAUNCHES WITH CROSS-CONTINENTAL AMATEUR GOLF MERGER WORTH $50 BILLION
British entrepreneur Feisal Nahaboo, founder of the European Players Super League (EPSL), has acquired UAE-based golf events firm Sport2Business to form the World Players Super League (WPSL), creating one of the largest cross-border amateur golf tours in the world. The WPSL, now boasting over 2,300 amateur players across the UK and UAE, will host more than 100 tournaments annually at premier venues in the UAE, including Yas Links, Trump International, and The Els Club. With a unified points system and a high-profile membership of more than 350 UAE-based senior executives, the league is positioned as a commercial platform targeting sponsorships, strategic investments, and the expansive $50 billion global amateur golf market. Russell Yeomans, former KPMG executive and founder of Sport2Business, has been named CEO of the newly formed league, with a mandate to lead WPSL’s international growth and reshape the business of amateur golf. More information on the new World Players Super League can be found in The European.
PARUP GOLF LAUNCHES APP TO REVOLUTIONIZE GROUP GOLF EXPERIENCES
ParUp Golf, a new free-to-use smartphone app designed to transform how golfers organize and enjoy group events, has officially launched on the App Store and Google Play. Intended for everything from casual weekend fourballs to large-scale society trips, the app offers intuitive planning tools, real-time scoring, and engaging formats across more than 39,000 courses worldwide. Users can manage invitations, track payments, adjust handicaps, and monitor live leaderboards. Friendly features, such as team games, nearest the pin, and longest drive, add fun and interaction to every round. Already active in over 25 countries, ParUp Golf has been hailed by its co-founders, Ian Lowther and Andy Dymock, as a digital home for social golfers, with plans to roll out even more gamified features in the months ahead. More information on ParUp Golf can be found here.
2. CIRCUITS
BRIAN ROLAPP NAMED CEO OF PGA TOUR AFTER TWO DECADES AT NFL
As we were preparing to publish on Friday, news broke that Brian Rolapp would be announced as the PGA Tour’s new Chief Executive Officer. Full official details of Rolapp’s appointment were confirmed on the PGA Tour’s website today. Rolapp’s position as CEO was confirmed following a unanimous recommendation from its CEO Search Committee, which included Tiger Woods, Adam Scott and Commissioner Jay Monahan. Rolapp, who spent more than 20 years with the NFL and most recently served as its Chief Media and Business Officer, will take the helm later this summer. His track record includes negotiating landmark broadcast deals, launching digital platforms such as NFL+, and enhancing fan engagement across multiple channels. As CEO, he will oversee PGA Tour, Inc. and PGA Tour Enterprises, with the entire management team reporting to him.
Commissioner Jay Monahan, who will remain active on the Tour’s Policy and Enterprises Boards through 2026, praised Rolapp as the ideal successor to lead the Tour into a new era. The appointment comes during a period of strong momentum for the Tour, including a $1.5 billion capital infusion, the introduction of equity programs for players, and expanded media partnerships. Rolapp expressed enthusiasm for the role, citing the Tour’s global stature, integrity, and growth potential. His appointment was strongly endorsed by key figures, including Arthur Blank and Tiger Woods, who highlighted Rolapp’s strategic vision and respect for the game. More details on Rolapp’s appointment can be found here.
ROLAPP CALLS FOR GROWTH AND STABILITY AS HE STEPS INTO PGA TOUR CEO ROLE
The media were eager to hear Rolapp’s views on the future of the PGA Tour, the protracted negotiations with PIF and the future of LIV Golf. Rolapp outlined a vision focused on growth and stability while acknowledging the complexity of the ongoing standoff with LIV Golf. Rolapp stressed that while he is not yet fully briefed on negotiations with the Saudi Public Investment Fund, he sees “a very strong Tour” built on Signature Events and “underlying fundamentals” that speak to resilience. Backed by up to $3 billion in investment from the Strategic Sports Group—led by Fenway Sports Group—Rolapp said the capital and long-term support were key motivators in his decision to join. While keeping his deployment plans under wraps for now, he emphasized the strategic alignment between leadership, investors, and player directors, calling it “all positive” and a strong foundation for the Tour’s next chapter. More reporting on Rolapp’s first press conference ahead of this week’s Travelers Championship can be found in John Turnbull’s article for Bunkered.
WOMEN’S PGA CHAMPIONSHIP MATCHES RECORD $12M PURSE IN HISTORIC MOVE
FRISCO, Texas – The KPMG Women’s PGA Championship has matched the record for the richest purse in women’s golf, offering $12 million in prize money, equaling the U.S. Women’s Open and marking a more than 13% increase from last year’s $10.4 million. Title sponsor KPMG played a key role in driving the boost, with the tournament winner set to receive $1.8 million. Organized by the PGA of America, this week’s major is being held for the first time at Fields Ranch East at PGA Frisco, the centerpiece of a $550 million PGA headquarters that will also host future men’s and women’s championships. The prize elevation reflects rising financial momentum across the women’s game, with officials pointing to a growing commitment to parity and premier venues. More details can be found in David Rumsey’s article for Front Office Sports.
3. EQUIPMENT
TITLEIST REVIVES ICONIC 680 MB IRONS IN LIMITED-EDITION RELEASE
Titleist has officially re-released its legendary 680 MB irons, a forged blade set first launched in 2003 and still favored by Tour professionals like Webb Simpson. Remaining faithful to the original design, the 2025 limited edition features classic specs, including a shorter blade length, a higher toe, a thinner topline, and a narrower sole with a pre-worn leading edge, offering a more traditional look and feel compared to the current 620 MB model. With weaker lofts—such as a 34-degree 7-iron and a 48-degree pitching wedge—the set stays true to its vintage roots, now enhanced only by the option of modern shafts and grips. Available in three full-set configurations (2-PW, 3-PW, 4-PW), the irons are priced at $2,781 (£2,067, €2,420), $2,472 (£1,840, €2,150), and $2,163 (£1,610, €1,880) respectively, marking a nostalgic return for purists in search of timeless performance. Numbers are limited for each set; more information on the 680 MBs can be found at Titleist.
4. PEOPLE TO WATCH
DAVID CURTIS NAMED 2025 TROON COACH OF THE YEAR. Curtis, the lead teaching professional at The Classic Club in Palm Desert, California, was recognized by Troon’s Education and Player Development team for his outstanding commitment to instruction. With nearly two decades of experience at Troon-affiliated facilities, Curtis has worked with players of all skill levels, delivering both private and group instruction at The Classic Club in Palm Desert, California. You can read more about David Curtis in the Troon press release.
ONEFLIGHT INTERNATIONAL PARTNERS WITH PGA TOUR PRO MAVERICK MCNEALY. A rising star on the PGA TOUR and an avid pilot, McNealy joins a stable of nine other PGA Tour professionals sponsored by ONEflight, including Sahith Theegala, Akshay Bhatia, Max Greyserman, Taylor Pendrith and Mackenzie Hughes. Full press release about McNealy becoming a ONEflight ambassador can be found here.
PRG GOLF EXPANDS TEAM WITH THREE KEY APPOINTMENTS TO SUPPORT GLOBAL GROWTH. Tony Khreich joins as Creative Director, bringing a fresh vision to PRG’s graphic design and marketing content across its bespoke golf accessories. Tammy Trautt has been named Head of Projects & Customer Service, where she’ll oversee account teams in San Diego and Sacramento with a creative, solutions-driven approach.
Spencer Reynolds, a seasoned golf industry professional with 17 years of experience, steps in as Director of Licensing & Product Development, following his success as Product & Brand Manager at Fujikura Composite America. Golf Business News.
5. FOR PAID SUBSCRIBERS: The New Intelligence on the Fairways: How AI Is Quietly Revolutionizing Golf
Golf has long prided itself on tradition, but beneath the manicured greens and century-old clubhouses, a quiet transformation is underway. Artificial intelligence (AI), once the preserve of Silicon Valley and Wall Street, is becoming one of golf's most effective tools, changing how courses are maintained, how players train, and how fans engage with the sport.
While swing coaches and course superintendents still call the shots, AI is increasingly the unseen force behind smarter decisions, streamlined operations, and elevated experiences. As the industry evolves in 2024 and beyond, this new intelligence is helping courses do more with less and expand the game's appeal far beyond the clubhouse.
Managing the Modern Golf Course
At the heart of this transformation is course management. Historically reliant on the intuition of groundskeepers and experience of superintendents, today's golf course operations are becoming data-driven and predictive.
Take irrigation. Golf courses in the U.S. consume an estimated 2.1 billion gallons of water per day. In response to increasing water costs and environmental concerns, clubs are now deploying AI-powered irrigation systems that integrate weather forecasts, soil moisture sensors, and historical usage data. These systems can reduce water use by 15% to 30%, with financial savings often recouping investment costs within just 2 to 4 years.
A recent survey by GCMOnline found that 67% of U.S. superintendents already use individual head controls in their irrigation systems, while 59% rely on soil moisture sensors. The goal isn't just cost savings. For 86% of respondents, the primary motivation is water conservation, followed by improvements in playability and aesthetics.
Financially, courses adopting smart irrigation have reported annual water savings of $10,000 to $30,000, depending on their size and location. Over the course of a decade, the potential cumulative savings are in the hundreds of thousands.
But water is only one piece of the puzzle. AI is also optimizing turf care, monitoring pest and disease risks, and automating maintenance schedules. Algorithms analyze patterns and anomalies in real-time, alerting staff before issues arise. Instead of reacting, managers can anticipate.
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