This month’s cover story is titled “Technology Transformation: AI and Other Technological Trends are Creating New Opportunities and Efficiencies for PGA of America Golf Professionals.” It provides in-depth analysis on how technology, and specifically Artificial Intelligence (AI), is transforming the business of golf today and into the future.
As new technology is being introduced across all business sectors every day, PGA of America Members must stay atop of the latest trends and fully embrace the opportunities available to elevate business operations at facilities. It is imperative that we all become better educated – learning where, when and how to most effectively integrate technological advancements today, while laying the foundation for the next generation.
The golf business is rapidly innovating and adopting new technologies to help support sustained growth. In fact, new technology is impacting all three PGA of America career paths, from Golf Operations (dynamic pricing, inventory forecasting, customer service automation) to Coaching (lesson recap generators, virtual lessons, AI stat analysis) and Executive Management (automated social media/email content generation, CRM marketing, facility usage analysis).
At my home course, Augusta Ranch Golf Club in Mesa, Arizona, we’ve incorporated a wealth of new technology to help improve the golfer experience, as well as our bottom line. The addition of Toptracer Technology on our range has redefined the user experience, from elevating instruction to creating an entertainment arena that caters to the vast social benefits of the game. Toptracer Range uses the same technology that tracks the shots of the tour professionals seen on TV, delivering instant feedback on every swing. The data is informative as you can monitor swing speed, distance, launch angle and much more instantly, while comparing your performance data with friends and colleagues.
You can also play fun games such as closest to the pin and longest drive, or tee it up on virtual courses from around the world – which brings terrific entertainment value to our facility beyond the golf course. Additionally, products like Toptracer Coach are really cool tools that can help PGA of America Members get shot data and assign homework within Toptracer.
This month’s cover story is a must read since new technology and AI is evolving at such a rapid pace. This story looks at a breadth of technological advancements and serves as an introduction to AI, while highlighting its practical uses across the industry. It’s simple: AI is revolutionizing golf, impacting everything from player performance analytics to course management. AI-powered tools analyze swings, provide personalized coaching and can even optimize course setups.
To give you better insight, a number of golf industry leaders share anecdotes and provide first-hand experience on the impact of new technology and how they are implementing AI. This includes PGA of America Chief Technology Officer Kevin Scott, PGA CEO Derek Sprague and other experts, who address trends PGA of America Golf Professionals should be aware of and look to adopt at their facilities. You will also learn about proven best practices from PGA of America Members Kelly Williams, Stephanie Jennings, Del Ratcliffe, Derek Gutierrez, Brad Syslo and Nick Clearwater.
All of this, and so much more, is addressed in this month’s technology cover story. The message is clear to all of us: We must embrace and adopt new technology, while also becoming more educated on AI applications that serve to benefit our business operations. Adding innovative technology to our PGA of America Golf Professional toolbox is not only good for business today, but it will continue to elevate our profession and the golf industry for decades to come. Thanks and God bless!
Sincerely,
Don Rea Jr., PGA President, PGA of America
