Over the past decade, Golf Genius has evolved far beyond live scoring and tournament management. Today, Golf Genius has become one of the golf industry’s most trusted technology partners and addresses the full spectrum of challenges facing PGA Professionals through an integrated suite of platforms including Golf Genius Golf Shop for retail management, CoachNow for instruction and player development, and Operation 36 for innovative beginner programming.
Golf Genius has earned its position as a trusted industry leader through both technological innovation and deep expertise. As the USGA’s development and hosting provider of U.S. Central Handicapping and GHIN in the U.S. and 20 other countries, the company manages the backbone of competitive golf. That credibility is reinforced by employing a team of more than 70 PGA of America Golf Professionals (in product management, marketing, sales, onboarding and support roles) who intimately understand the needs of their peers.
We spoke with some power users of Golf Genius products, and they shared their best practices and favorite uses for some of the company’s best-known platforms.
Tournament Management
Golf Genius Tournament Management is the industry’s leading solution for tournament and league operations, powering thousands of private clubs, daily fee courses, resorts, tours and golf associations worldwide. The software automates the entire tournament lifecycle, from custom event portals and registration to live scoring and GHIN posting, reducing administrative work while delivering a professional, seamless experience for golfers.
For PGA of America Director of Golf and COO Scott Chisholm at Rolling Green Golf Club in Springfield, Pennsylvania, the benefits are clear. “Tournament Management helps us reduce our back-office time by 50 percent in running tournaments and events,” says Chisholm, the 2024 Philadelphia PGA Golf Professional of the Year. “Golf Genius makes us look like experts to our members and guests, and it’s all seamless on the user side.”
As players enter scores in the Golf Genius app, live leaderboards and TV displays update instantly – all processed seamlessly in the background. World Handicap System and GHIN integration happens automatically, calculating adjusted scores and posting rounds with one click. The result: Players stay engaged with real-time leaderboards while staff avoid hours of scorecard verification and manual posting.
On the public side, PGA of America Director of Golf Tommy Koehler at Braemar Golf Course in Edina, Minnesota, relies on Tournament Management for all his on-course and winter dome leagues.
“We’re talking about almost 18,000 people playing in events where we use Golf Genius Tournament Management software every year, and having all the registrations and payments being on one platform is so huge – it makes our jobs and lives a whole lot easier,” Koehler says.
“The platform more than pays for itself, given the amount of time you save that you can put toward other parts of the business.”
Golf Shop
Much as Tournament Management streamlined the playing side of the business, Golf Shop is revolutionizing customer service and boosting productivity for golf shops. The all-in-one solution streamlines management of special orders, demos, rentals and repairs while also relying on AI to upload inventory orders. Benefits aren’t limited to operational workstreams, by driving new revenue through online ordering, flash sales and custom microsites integrated with 40-plus premium golf brands Golf Shop increases both efficiency and the bottom line.
Demo club management first drew Chisholm and Rolling Green Golf Club to the platform. “I wouldn’t say anyone’s ever stolen a demo club, but it’s funny how they magically grow feet and just walk away sometimes,” Chisholm says. “Now we use Golf Shop’s system with scannable barcodes, and that immediately reduced the number of ‘misplaced’ demos by 90 percent.” Golf Shop replaces paper-based systems with centralized digital management and real-time mobile access. “Instead of having special order information in a binder or leaving a Post-it note on a member’s locker, now I can log into the Golf Genius app on my phone at the range and tell Mr. Smith that his new 3-wood is expected Thursday, and that he’ll get a message when it’s in his locker,” Chisholm says. “It makes us look more informed and smarter as a staff.”
The platform’s automated communications keep members updated on orders, demos and repairs, while built-in analytics help optimize inventory and personalize service. “Golf Shop has helped us reach more sales, from running flash sales to setting up microsites for corporate orders,” Chisholm says. “It reduces our workload while improving what we deliver to customers.”
CoachNow
Coaching programs are a proven revenue generator at all types of facilities, and CoachNow by Golf Genius is the comprehensive platform that helps coaches deliver world-class instruction, maximize lesson retention and grow their business. The solution combines advanced video analysis with telestration tools, voice-over, AI-powered swing feedback and student progress tracking. Coaches and students also access group and private coaching Spaces, integrated scheduling and payments, plus a customizable content library that keeps students engaged between sessions.
At Troon North Golf Club in Scottsdale, Arizona, PGA of America Director of Instruction Doug Hammer relies on CoachNow to share information, keep consistent notes on players and provide lesson plans and homework for his students.
“We use CoachNow to recap every single lesson, which is a great help – I give 2,000 lessons a year, and I don’t always remember everything I’m working on with every student,” Hammer says. “Now I start my day by reviewing my schedule and looking at my notes from my previous lessons with those students, as well as checking to see how they did on their homework assignments.”
The platform’s on-demand model allows students to upload swings anytime, anywhere. Hammer reviews them on his schedule, provides video feedback with annotations and voice-over, and assigns follow-up drills from his content library – keeping students engaged and progressing between in-person sessions.
Hammer also leans on CoachNow’s integrated scheduling and payment features to reduce friction for students while saving time for himself and his coaching team. Hammer says the return on investment for CoachNow is easily met, and the quality of the experience for students helps him elevate the instruction program at Troon North.
“It’s worth it just from the time you’re going to free up – I mean, I still remember burning video CDs and things that took a lot of time past the actual lesson,” Hammer says. “CoachNow has freed up at least an hour of work I used to do every night. But it also makes students feel more comfortable and that we’re really looking out for them by paying attention to what they’re working on and helping them see progression. I don’t know how you put a value on that, but it’s high.”
Operation 36
Since its inception in 2017, Operation 36 has helped coaches generate more than $80 million as the No. 1 beginner program for kids and adults. The platform provides curriculum, coach training, progress tracking, registration, payments and marketing support. Through weekly classes and gamified on-course play, students advance from their first 9-hole round at 25 yards toward their ultimate goal, shooting par (36) from the full tee box.
“Operation 36 is the absolute cornerstone upon which I build all of our junior player development and a good amount of our adult player development as well,” says Evan Lambert, the PGA of America Director of Instruction at Tumblebrook Country Club in Bloomfield, Connecticut, and the owner of EJL Golf Academy. “It’s just a perfect way to introduce a beginning golfer to the game. The curriculum provides the structure and the on-course journey is such an integral part of their development.”
Lambert’s short-game-first philosophy aligns naturally with Operation 36’s play-based model. The structured curriculum has enabled him to build targeted programs for different age groups and skill levels while creating predictable, recurring revenue through multi-week sessions.
“Operation 36 really maps out the journey for juniors, which is great to share with parents to get their buy-in,” says Lambert, who has upward of 130 players using the platform at Tumblebrook.
Lambert says students love the gamified nature of Operation 36, along with the ease of knowing where they stand in their golf journey. The combination of structure and success helps drive retention far beyond traditional lessons.
“They immediately understand that every shot counts, and they don’t learn bad habits as they’re progressing,” Lambert says. “Instead of saying, ‘Do your best,’ we give them a goal and a way to get there. That challenge motivates them to practice, and it’s better than any program I ever tried on my own. It feels good to get better at golf, and as these players get better they’ll play more and spend more time and money at the club.”
Whether you’re looking to transform your tournament management, modernize your golf shop, elevate your instruction program or build a thriving beginner pipeline, Golf Genius has the solutions and expertise to help you succeed.
To learn more, visit booth 3113 at the PGA Show or visit www.golfgenius.com.
—Don Jozwiak
