GBR Friday | ST ANDREWS LINKS SURPLUS HITS £10.8M ON RECORD DEMAND
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
We’ve talked in previous editions of GBR about the state of the global game, with evidence suggesting that participation numbers still look healthy.
A new report by the National Golf Federation (NGF) indicates there is a subtle change in the demographics of who is currently driving the growth in the game. Who is this group that’s been identified by the NGF? Do you think it could be occasional players, or the traditional “every-week” golfer?
St Andrews Links Trust has reported a strong financial 2024, where could the profits be reinvested to further enhance visitors’ experience?
We also carry details of a new limited edition Titleist ball set to hit the market on September 23. All will be revealed, along with other stories, in the following areas:
Industry
Circuits/Professional Game
Equipment
People To Watch
Must Reads
Enjoy your weekend, we’ll catch up next Tuesday.
INDUSTRY
ST ANDREWS LINKS TRUST POSTS £10.8M SURPLUS AS GLOBAL GOLF DEMAND REMAINS STRONG
St Andrews Links Trust has reported a £10.8 million surplus on record revenues of £48.5 million for 2024, driven by more than 280,000 rounds played across its seven courses.
The charity, which manages the Old Course and six other public courses in the town, confirmed 281,554 rounds were played, matching the post-pandemic high of 2023, as international demand for tee times remained unprecedented.
The surplus will be reinvested into major projects, including a £10.5 million multi-year irrigation upgrade beginning with the Old Course this winter, the renovation and expansion of the Links Clubhouse after The Open in 2027, and the completion of Scotland’s largest dune restoration project on the Jubilee shoreline.
Additional investment will go toward junior golf and community outreach to expand access for future generations. “These are a strong and stable set of results which give the Trust a platform to reinvest with confidence,” said Chief Executive Neil Coulson, highlighting both the cultural and economic value of the Links.
In 2024, the Trust also introduced a digital singles daily draw that delivered 3,600 Old Course places from over 14,500 entries, staged the unique Old Course Reversed event that attracted 10,000 applicants worldwide, and hosted the AIG Women’s Open, which set a new attendance record of over 50,000 spectators. The full financial report for 2024 is available to download here.
GOLF AUSTRALIA INAUGURAL NATIONAL AWARDS CELEBRATE INNOVATION
Golf Australia has announced the winners of its first-ever National Awards of Excellence, recognising clubs, venues, partners, and individuals who are reshaping the game through leadership, innovation, and community impact.
Chief Executive James Sutherland said the awards were “a glimpse into the future of our sport,” while Damien de Bohun, General Manager – Places to Play, called the winners “everything that is great about golf in Australia.”
Standouts include Mandurah Country Club in Western Australia, which paired governance reform with record participation and hosting rights for the Western Australian Open; Mollymook Golf Club in New South Wales, which delivered an $8 million redevelopment alongside rising rounds, revenues and six-figure community giving; and X-Golf Palmerston in the Northern Territories, showcasing how simulators, mini-golf and inclusive events can make golf accessible year-round.
Winners will be further celebrated at the Men’s Australian Open on December 4. Full details of all the winners can be found at Australian Leisure.
NGF DATA REVEALS SHIFT IN GOLF PARTICIPATION AS OCCASIONAL PLAYERS DRIVE GROWTH
New data from the National Golf Foundation highlights a nuanced shift in who is fueling the game’s momentum.
The number of avid golfers, those playing 25 or more rounds per year, has declined over time, even as they remain responsible for 44% of total round growth since 2019.
At the same time, occasional players have surged, with Americans logging just 1–7 rounds annually, rising from 11.5 million to 14.6 million in the past five years, accounting for 20% of growth, mirroring the “Tiger Boom” of the late 1990s.
Today’s picture is different: nearly 20% more golfers now identify at the highest levels of NGF’s passion scale, and more than one in five occasional players describe themselves as “Golf Nuts” or “Hooked.” According to the NGF, this suggests that golf’s future may not hinge on driving up frequency of play, especially with courses already near capacity, but on expanding the game’s cultural and emotional footprint—building communities, offering new entry points, and embedding golf more deeply into everyday life. You can read the NGF’s full report here.
MYRTLE BEACH LAUNCHES INITIATIVE TO ATTRACT GOLF INDUSTRY BUSINESSES
The Myrtle Beach Regional Economic Development Corporation (MBREDC) and Golf Tourism Solutions (GTS) have announced a new partnership designed to position Myrtle Beach as the premier hub for companies operating in the $101.7 billion U.S. golf industry.
The initiative will target equipment manufacturers, apparel brands, maintenance suppliers, technology firms, media platforms, and service providers looking for a corporate base. “We are thrilled to partner with MBREDC to showcase the Myrtle Beach area as a smart, strategic, and fun place to do business,” said Ryan Cannon, Executive Director of GTS.
The effort builds on the city’s strong tourism base and the economic weight of local golf. In 2024, more than three million rounds were played in the region, generating $1.6 billion in impact and supporting over 13,000 jobs. Officials said the collaboration is aimed at helping Myrtle Beach live up to its reputation as “The Golf Capital of the World.” Caroline Surface, wpde.com.
HORSESHOE BAY RESORT LAUNCHES FIRST-EVER MAJOR CHAMPION GOLF SCHOOLS WITH RICH BEEM
The Golf Academy at Horseshoe Bay Resort, part of Crescent Hotels & Resorts’ Latitudes collection, has announced its first-ever 1- and 2-day Major Champion Golf Schools for Fall 2025, led by 2002 PGA Champion Rich Beem and Director of Instruction Bobby Steiner.
The two-day schools will combine three hours of range and short-game practice with a nine-hole playing lesson, giving students the chance to learn directly from a major winner. “It’s nice to be on the lesson tee again, helping people get the most out of their game,” said Beem, who now splits time between the PGA TOUR Champions and his work as a Sky Sports analyst. One-day short game schools will also be offered, with dates set for October 3–5 and November 14–16. Steiner added, “Those who join us will enjoy the rare experience of learning from someone who stood toe-to-toe with the game’s greatest players and emerged victorious.”
The Golf Academy, which opened in partnership with Callaway Golf earlier this year, features advanced technology such as Trackman and Toptracer alongside dedicated short-game facilities. More details can be found at Horse Shoe Bay Resort’s website.
STEWART GOLF UNVEILS NEXT-GEN Q FOLLOW WITH SMARTER TECH AND NEW DESIGN SERIES
Stewart Golf has unveiled a major upgrade to its flagship Q Follow electric trolley, introducing the 8th Generation of its award-winning Follow technology alongside a new look and enhanced features. The updated system delivers more responsive, intuitive performance to improve the owner’s experience across all terrains, while an improved remote function now extends control to nearly 100 yards.
A lighter 2nd Generation SmartPower battery debuts with auto shut-off efficiency and integrates fully with a redesigned smartphone app, offering golfers real-time diagnostics, performance metrics, and power management. A new Design Series brings fresh customization with six color options—copper, champagne, amethyst, aqua, red, and yellow—joining the original black finishes, while a built-in magnetic mounting plate allows easy attachment of accessories such as rangefinders, speakers, or towels. “The Q Follow has always represented the best of what we do: innovation, performance, and design excellence,” said Mark Stewart, CEO of Stewart Golf. Further details of the 8th-generation Q Follow can be found here.
GOLFTEC PARTNERS WITH TRUE SYNC MEDIA TO LAUNCH IN-CENTER GOLFTEC TV NETWORK
GOLFTEC has announced a strategic partnership with True Sync Media, Inc. to launch GOLFTEC TV, an in-center media network aimed at enriching the student and staff experience across its locations.
Powered by True Sync Media’s digital content platform, GOLFTEC TV will showcase product spotlights, student success stories, company news and updates, and curated golf lifestyle content. “Partnering with True Sync Media to launch GOLFTEC TV enables us to deliver valuable and engaging content directly to golfers in our centers, creating a more dynamic and informative environment,” said Joe Assell, CEO of GOLFTEC.
The rollout will benefit from True Sync Media’s expertise in digital signage, providing centralized content management to ensure consistent, relevant messaging across all GOLFTEC centers. “GOLFTEC’s commitment to innovation aligns perfectly with our mission to create engaging and effective communication solutions,” added Mark Cannon, CEO of True Sync Media. Further details can be found in the jointly issued press release, which is available here.
CIRCUITS/PROFESSIONAL GAME
PGA TOUR PULLS 2026 SENTRY FROM KAPALUA DUE TO MAUI DROUGHT
The PGA Tour confirmed Tuesday that the 2026 edition of The Sentry will not take place at The Plantation Course at Kapalua, citing severe drought conditions across Maui. More than 90% of the island is affected, with over 140,000 residents impacted, prompting strict water conservation mandates that have compromised course conditions. A Tour agronomy site visit in early September concluded that the Plantation Course could not meet Tour standards in time for the Jan. 5–11 event.
Agronomic challenges: Drought and restricted water usage left the course unable to recover to playable condition.
Logistical hurdles: Shipping deadlines, vendor coordination, and infrastructure demands proved unworkable given Maui’s remote location.
The decision was made in consultation with the tournament sponsor, Sentry Insurance, Kapalua Resort, Maui County, and Hawaii’s governor. “We understand and support the PGA TOUR’s decision, given the challenges related to the ongoing drought,” said Stephanie Smith of Sentry Insurance. Governor Josh Green added, “Protecting our water and supporting our communities come first.”
The Sentry, long the PGA Tour’s season opener and first Signature Event of the year, has been held at Kapalua since 1999. Details of the 2026 venue will be released “when appropriate.” PGA Tour.
HSBC BECOMES FIRST TITLE SPONSOR AS LIV GOLF CONFIRMS 2026 RETURN TO HONG KONG
LIV Golf has confirmed it will return to the Hong Kong Golf Club from March 6–8, 2026, for the third edition of its Hong Kong event, featuring a new title sponsor and partnership with HSBC.
The tournament’s full title will be the HSBC LIV Golf Hong Kong, the first title-sponsored tournament since the league’s inception in 2022.
Played over the Hong Kong Golf Club’s Fanling Course, HSBC LIV Golf Hong Kong will bring together all 13 teams to compete in LIV Golf’s individual and team formats. The Hong Kong stop will be supported by LIV Golf’s mixture of live entertainment, fan activations, and family-focused experiences, which LIV Golf hosts to bring more people to the game of golf.
Hospitality packages and grounds passes are now open on a waitlist, with all the action available to view on AXN Sports. LIV Golf.
DISCOVER LONG ISLAND PARTNERS WITH PGA AHEAD OF 2025 RYDER CUP AT BETHPAGE BLACK
The PGA of America has partnered with Discover Long Island (DLI) to showcase the region ahead of the 2025 Ryder Cup next week.
As Long Island’s only accredited destination marketing organization, DLI will coordinate hotels, restaurants, and non-golf attractions for thousands of visitors while amplifying the tournament’s reach through social media, the Ryder Cup app, and integrated campaigns. “Long Island is a world-class stage to conduct the Ryder Cup and DLI’s continued partnership has been invaluable as we prepare to welcome thousands of spectators,” said Ryder Cup Director Bryan Karns.
Fans can explore guides to restaurants, wineries, hotels, and cultural sites via a Ryder Cup landing page and access real-time, geo-enabled recommendations through DLI’s mobile-friendly app. On-site, DLI will operate a visitor information tent and maintain a strong media center presence, ensuring both attendees and international press engage with the region. “The Ryder Cup will be an unforgettable moment in our region’s history, and its legacy will continue to benefit our businesses, residents, and visitors for years to come,” said Mitch Pally, DLI Interim President & CEO. Official Ryder Cup press release.
FULL SWING RETURNS AS OFFICIAL TECHNOLOGY PARTNER FOR TGL SEASON 2
TGL presented by SoFi has confirmed that Full Swing will return as an Official Technology Partner for its second season, which gets underway on December 28.
Full Swing, whose innovations powered gameplay throughout Season 1, will again supply the league’s core technology, including KIT Launch Monitors, which capture precise ball and club data; custom software for TGL’s high-definition virtual holes; a Digital Caddie with interactive yardage books; the Virtual Green, a 600-actuator surface that morphs in real time; and gameplay architecture connecting live and virtual play. “We’re honored and excited to continue playing a central role in the gameplay for TGL,” said Jason Fierro, COO of Full Swing. “Working with the team at TGL has been inspiring and we couldn’t be more thrilled with how our technology performed in Season 1. We look forward to an even better Season 2 and beyond.” TGL Golf.
EQUIPMENT
TITLEIST TO RELEASE TOUR-ONLY PRO V1 LEFT DOT TO PUBLIC IN LIMITED RUN
Titleist has announced that its Pro V1 Left Dot golf ball, long reserved as a Tour-only Custom Performance Option, will be made available to the public beginning September 23 in a limited release.
Initially introduced in 2014, the Left Dot—marked by a •Pro V1 sidestamp—was designed for players seeking the soft feel of a Pro V1 but with a lower, more penetrating flight and reduced long-game spin. The ball has since been part of more than 30 PGA Tour victories, including Henrik Stenson’s 2016 Open Championship and Patrick Reed’s 2018 Masters, and has been used by players such as Tony Finau, Justin Rose, Tom Hoge, and Jake Knapp.
Its high gradient core technology, which lowers full-swing spin while preserving greenside control, has influenced the design of current Pro V1 and Pro V1x models. In 2025, Left Dot represents about 6 percent of Titleist usage on the PGA Tour, where Pro V1 and Pro V1x still dominate at 72 percent. The limited run will be sold exclusively through Titleist.com and select online retailers in the U.S. and Canada at $55 per dozen, with purchases capped at two dozen per customer.
PEOPLE TO WATCH
SEVEN PGA MEMBERS HAVE BEEN RECOGNISED WITH NEW DESIGNATIONS THROUGH THE PGA EXCEL FRAMEWORK FOR 2025.
The latest awardees include professionals from the UK, Singapore, Turkey, and the UAE. Elliott Gray earned the title of Advanced Fellow Manager, while Ashley Dart, Katie Rule, and Martyn Brown were named Fellow Professionals. All recipients demonstrated outstanding career development, professional excellence, and a commitment to continuous improvement. PGA GB&I.NICK DALESSANDRO HAS BEEN NAMED LEAD ASSISTANT GOLF PROFESSIONAL AT TROUT NATIONAL, THE RESERVE, EFFECTIVE OCTOBER 2025. The announcement was made by Golf Business Network’s Director of Recruitment, Mike LaRoque, as the prestigious new club finalizes its elite team. Dalessandro brings a strong pedigree from roles at top-tier clubs, most recently serving at the Country Club of Detroit. Golf Business Network.
NATE HAIRGROVE HAS BEEN APPOINTED HEAD OF BUSINESS DEVELOPMENT AT GOLF LIVE. He brings over 15 years of experience driving growth and strategic partnerships across tech, healthcare, and sports sectors. Hairgrove most recently led business development at OnForm, scaling its video analysis platform in the coaching market.
His background also includes leadership roles at Spartan Capital Group, Dassault Systèmes 3DEXCITE, and Oracle. Golf Business Technology.
MUST READS
This First Call Golf feature examines how private clubs can strengthen governance through better strategic planning, risk management, and member communication. Drawing on Club Leaders’ Perspectives research conducted with the Club Management Association of America, the piece highlights gaps—such as the fact that 42% of clubs don’t use a strategic plan in board decision-making—and outlines practical steps boards can take to shift from routine oversight to proactive leadership.
PGA Coach Rob Bluck, Academy Director at 3 Hammers Golf Complex, explores how online coaching has transformed his business model. Bluck explains how 70% of his lessons are now digital, powered by platforms like Skillest, Sportsbox 3D, and TrackMan, creating new revenue streams and international reach. The piece offers practical insights into balancing in-person and online lessons, keeping students engaged, and building a sustainable hybrid coaching model—making it a must-read for professionals considering a digital shift in their coaching.
This Golf Business News article, the fifth and final part of the Maximising Range Revenue series produced with Inrange Golf Technology, focuses on the critical role of branding in driving both golfer and social player engagement. Drawing comparisons with Nike’s brand evolution, it shows how golf venues can balance credibility with accessibility—either through distinct sub-brands or unified, inclusive identities—and shares real-world examples where rebranding led to tripled golfer sessions and 50% growth in social play.