GBR Tuesday | Adding To The Profit Margin: How Golf Clubs Keep Members Longer in 2025
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
When I was an assistant professional, the golf club I worked at was a classic old-school members’ club, with visitors to the club being rare and often frowned upon for clogging up valuable tee times.
The clubhouse offered a choice of lasagne and chips, fish and chips, or burger and chips (pretty standard for most clubhouses in the U.K.).
I’m recounting a time that seems many lifetimes ago, and in the main golf clubs are evolving.
One area of growth is keeping members and guests at the golf club for longer.
This is becoming an increasingly important metric for golf clubs’ bottom lines, and many golf clubs are creating initiatives to keep people for longer.
This could be through improved practice facilities, refurbished dining experiences, or adding pickleball courts.
If you are an industry professional working at a golf club, have you upgraded member-facing amenities in the last 12 months? What changed in dwell time, bar/F&B revenue per member, and simulator/short-game utilization?
If you are a member, how long do you stay after golf?
Our big read today looks at some of the initiatives employed by golf clubs and whether or not they have a positive impact on revenue.
Join us for our first look of the week at the stories covering the following sectors:
Industry
Circuits/Professional Game
Equipment
People To Watch
GBR Big Read: What Keeps Members On-Site in 2025 (And What Doesn’t)
INDUSTRY
ARCCOS LAUNCHES AI-POWERED SMART LASER RANGEFINDER
Arccos has unveiled the Smart Laser Rangefinder, the first AI-powered, software-driven rangefinder that delivers hyper-accurate “plays like” yardages by factoring in real-time weather, GPS positioning, and mapping data from over 40,000 global courses.
Designed to evolve with every round, the device integrates seamlessly with Arccos’ Game Tracking platform—automatically setting pin locations to enhance stat precision—and is kept cutting-edge through automatic software updates. “It turns complex conditions into a single trusted number,” said CEO Sal Syed.
Features include live wind, slope, temperature, and altitude adjustments, instant app sync, and automatic pin capture. Priced at $299.99 (includes a one-year Smart Laser subscription), or $449.99 bundled with Arccos SmartSensors and Game Tracking, the rangefinder begins shipping in late October. Access is initially limited to Arccos subscribers, with broader availability slated for 2026. More details of the new Arccos rangefinder can be found here.
CALUSA COUNTRY CLUB TO OPEN 12-HOLE COURSE DESIGNED FOR MODERN GOLFERS
This winter, Calusa Country Club in Lakewood Ranch, Florida, will debut a new 12-hole course designed by Gordon Lewis, offering a quicker, more accessible alternative to the traditional 18-hole round.
The par-48 layout stretches up to 4,895 yards and blends a variety of par-3, 4, and 5 holes—designed with fun, flexibility, and strategic shot-making in mind. “It’s a fun, quick-to-play journey,” said Lewis, highlighting the “cape-style” second hole and a wide-angled par-3 eighth as standout features. The new course complements Calusa’s existing amenities, including a championship 18-hole layout opened in February, a one-acre putting course, golf simulator, aqua range, and short-game area. Troon COO Bruce Glasco praised the design for making golf “more fun and accessible for all.” The new 12-hole course is part of a broader shift toward time-efficient, community-driven golf experiences. Full scorecard details for the new 12-hole layout at Calusa can be found here.
UNEEKOR UNVEILS GLOBAL INNOVATION CENTER TO DRIVE NEXT-GEN GOLF TECH
Golf technology firm Uneekor will officially open its Global Innovation Center in Dallas, Texas, on September 23, as it looks to lead the next wave of performance-driven simulation.
The state-of-the-art facility will serve as a hub for product development, software engineering, and AI-powered tools, supported by 10 R&D simulator bays and a robotic swing machine designed to generate repeatable test swings for ultra-precise data capture.
“Our Dallas location is a massive step for Uneekor’s vision,” said Yun Lee, president and chief brand officer. Positioned for growth, the center joins a 200+ global team and reinforces the company’s U.S. expansion strategy. “Dallas offers the perfect environment for innovation, collaboration, and growth,” added James Murphy, global marketing director. Uneekor’s new base aims to push the boundaries of simulation accuracy and reshape the way golfers, coaches, and partners engage with tech. Further details of Uneekor’s new Dallas operation can be found in the company press release here.
SIR NICK FALDO HELPS LAUNCH AI TEE TIMES WITH GOLF.AI
GOLF.AI has unveiled AI Tee Times, a new voice-activated tee time booking service that allows golfers to instantly reserve rounds at public and resort courses worldwide through voice, WhatsApp, SMS, or the GOLF.AI platform.
Spearheaded by founder and CEO Clive Mayhew, the system aims to eliminate the frustration of inconsistent booking engines by centralising access to tee times in one intuitive, AI-driven experience. Lending his voice and support to the launch is six-time major champion and legendary broadcaster Sir Nick Faldo, who also joins as global ambassador. “Golfers won’t care which app does it—they’ll care who does it fastest, most accurately, and with the best experience,” said Sir Nick.
The service benefits both golfers and courses, offering greater flexibility to players and more efficient scheduling for facilities—potentially boosting golf tourism and modernising course operations in the process. More details of Faldo’s involvement with Golf.ai can be found here.
SENTOSA GOLF CLUB LAUNCHES ASIA’S FIRST ALL-GRASS TRACKMAN RANGE
Sentosa Golf Club has become the first facility in Asia to install Trackman technology across an all-grass driving range open to both members and the public. Situated beside the club’s Serapong and Tanjong courses, the new range features dedicated bays powered by Trackman radar systems, offering real-time ball flight tracking, swing data, and Trackman games.
“By uniting the world’s most advanced technology with the premium feel of club on turf, we are delivering an experience that is both world-class and accessible,” said Andy Johnston, General Manager of Sentosa Golf Club. Further details on the new Trackman-powered grass range at Sentosa can be found here.
HERITAGE GOLF GROUP ROLLS OUT AI CONCIERGE AT FLAGSHIP COURSES
Heritage Golf Group has partnered with golf tech provider Noteefy to launch a new AI-powered Pro Shop Assistant aimed at enhancing member and guest experiences across its nationwide portfolio.
The digital concierge is now live at four Hilton Head Island properties and TPC Tampa Bay, offering real-time tee-time assistance, course updates, and personalized event recommendations directly through each club’s website. “By partnering with Noteefy, we are taking another bold step forward through leveraging AI to provide seamless, helpful service to our members and guests without losing the personal touch,” said Lisa Dahlstrom, VP of Revenue at Heritage Golf Group. Further details of Heritage Golf Group’s partnership with Noteefy Golf can be found here.
CIRCUITS/PROFESSIONAL GAME
LIV GOLF LOSES CHIEF MARKETING OFFICER MATT HARTER
LIV Golf’s leadership is facing another change this week with the departure of Chief Marketing Officer Matt Harter.
Harter, who joined in May 2024, was instrumental in shaping LIV’s global marketing strategy, overseeing brand development, fan engagement, and strategic partnerships for both LIV Golf and The International Series.
A longtime PepsiCo executive with two decades of experience in sports and entertainment marketing, Harter’s exit represents a significant loss for the organisation. “I leave with immense gratitude, countless friendships, and excitement for both LIV Golf’s future and my next new adventure,” Harter wrote. “Long LIV Golf! The mission continues…and I know the best is still yet to come.” While nothing official has appeared on LIV Golf’s website, Harter’s departure was first reported by Sports Business Journal’s Josh Carpenter.
AMAZON PRIME TO STREAM EARLY MASTERS COVERAGE STARTING IN 2026
Amazon Prime Video is set to become an official domestic partner of the Masters Tournament beginning in 2026, offering exclusive early-round coverage ahead of traditional networks.
Announced by Augusta National Golf Club chairman Fred Ridley, the deal grants Prime two additional hours of live streaming on Thursday and Friday of tournament week, airing from 1–3 p.m. ET on April 9 and 10, before ESPN’s coverage picks up each day.
CBS will continue to broadcast weekend rounds. The move marks the first time a major streaming platform will provide live Masters coverage in the U.S., signaling a new era in how fans access one of golf’s most iconic events. Confirmation and Fred Ridley’s comments on the partnership with Amazon Prime Video can be found here.
EQUIPMENT
TAYLORMADE GETS INTO THE RYDER CUP SPIRIT WITH LIMITED-EDITION QI35 DRIVERS
With Ryder Cup fever building ahead of Bethpage 2025, TaylorMade has launched limited-edition Qi35 drivers in bold patriotic themes for Team USA and Team Europe.
The U.S. version features a deep blue and red colorway with a striking red face, white score lines, and a raised “USA” detail, while a map of the United States is etched onto the sole. The Europe model flips the palette, blending royal blue and gold accents with a silver/blue face and a European map graphic on the sole.
Both drivers come equipped with Fujikura Air Speeder 50 shafts—white-based with red/blue graphics for the USA, and blue-based with gold/white for Europe—and are topped off with custom embroidered headcovers. Available in 9° and 10.5° (RH only), each Qi35 retails for $649.99 (£479.99, €549.99) exclusively at TaylorMade.com.
PEOPLE TO WATCH
MIZUNO USA HAS ANNOUNCED A NEW LEADERSHIP STRUCTURE WITHIN ITS GOLF DIVISION, PROMOTING CHRIS VOSHALL TO DIRECTOR OF GOLF. Voshall, a longtime golf club engineer with the company since 2004, will now lead Mizuno’s strategic direction in the golf space. Tim Botschner has been named Senior Manager of Golf Sales, while Tyler Schaaf takes on the role of Manager of Golf Custom Fitting. Mizuno USA press release.
PATRICK (PAT) PARENTI HAS BEEN PROMOTED TO DIRECTOR OF SALES, US, AT TAGMARSHAL. Since joining the company 18 months ago, Parenti has delivered strong results, including securing a major partnership with PGA West in California. With over 25 years of leadership experience in the golf industry, he brings deep expertise and strategic insight to the role. Tagmarshal.com.
GBR Big Read: What Keeps Members On-Site in 2025 (And What Doesn’t)
For many clubs, the post-pandemic growth story has shifted from how to acquire to how to retain—and, crucially, how to keep members on-site longer once they arrive. New research on both sides of the Atlantic shows a clear pattern: clubs that invest in member-facing amenities, flexible products, and visible service quality are lengthening dwell time and reducing churn. Meanwhile, satisfaction gains have begun to plateau, which raises the bar for execution and communication.
Start With The Risk Map: Why People Leave
Fresh data from club leaders highlights four recurring flashpoints that can nudge members toward the exit: facility deterioration (46%), increased dues (44%), decreased service levels (34%), and capital assessments (32%). None of these are new—but in 2025 budgets and expectations are tighter, and members are quicker to ask whether they’re “getting their money’s worth.” Translation: retention hinges on visible upkeep, credible pricing narratives, and service that feels personal. CGA Partners.
At the same time, member satisfaction isn’t climbing as fast as it did in the immediate rebound years. Leaders report satisfaction leveling off, even at clubs that do measure it rigorously—another reminder that “good enough” service stops differentiating once the novelty wears off.
The UK/GB Evidence: Flexible Products And Stickier Places To Spend Time
The most comprehensive UK survey (2024/25) by Hillier Hopkins shows clubs moving in three practical directions:
More flexible memberships. After a dip in prior years, 40% of members’ clubs now offer flexible options; proprietary clubs are out in front at 64%. These typically include points- or rounds-linked models, time-of-week variants, and targeted benefits for women and juniors—letting clubs fit around varied schedules without losing the longer-term relationship.
Practice and tech that encourage “one more hour.” Swing studios—a reliable proxy for year-round, bookable practice and coaching—are present at 56% of members’ clubs and a striking 73% of proprietary clubs. Where clubs track revenue, studios can be meaningful six-figure businesses over a year—and, more importantly, they create repeat reasons to drop in mid-week. Ball-tracking on ranges is still early but rising. Short-game areas are now standard at 90% of members’ clubs.
F&B as the after-round anchor. The share of members’ clubs with bar revenue >£150k has climbed to 81%, the highest since the survey began. That’s not just inflation—it reflects smarter menus, casual formats, all-day cafés, and better use of terraces, which keep groups on-site after golf and pull families in even when they’re not playing.
Surrounding moves reinforce the dwell-time strategy: broader room-hire revenues from events open to non-members, heavier calendars of member competitions and socials, and near-universal adoption of online tee booking to reduce friction. Each touchpoint makes the club a place to do multiple things—not just play 18 holes.
If you are enjoying reading this, please join our growing GBR community of industry professionals and those interested in the business of golf.
Our story continues with:
Where capital actually pays off: How modern bars, all-day cafés, terraces, and kid-friendly nooks drive longer stays
The practice-tech flywheel: Why swing studios (adopted by 56–73% of clubs) and short-game areas turn mid-week drop-ins into routine visits
Flexible memberships that retain: What works across points/credits and time-of-week products
