GBR Tuesday | AI Concierge Golf, Municipal Range Tech And The R&A’s 112.2M Golf Participation Story
GOLF.AI introduces AI Concierge booking, Reeves County upgrades its municipal range, The R&A publishes new participation figures, and Uneekor targets Europe.
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Hello GBR,
Welcome to this week’s first edition of GBR, which moves from the pro shop phone to the practice range and from global participation data to the continuing expansion of golf technology. GOLF.AI’s AI Concierge raises fresh questions about how golfers will book tee times, while Reeves County’s Power Tee investment shows municipal facilities are also looking for ways to modernize the everyday player experience.
The R&A’s latest participation report provides the bigger backdrop, with 112.2 million people now playing golf in all forms outside the United States and Mexico. We’ve got some of the key headlines from the report, but we’ll take a deeper dive into what the numbers tell us in a later edition of GBR.
The Middle East has featured heavily in the news of late for reasons that should be obvious to most readers. However, what do untroubled times spell for the golf clubs of the UAE, which have been on the periphery of events?
The region relies heavily on tourism in the early part of the year, as the temperature is suitable for many people to visit, but that has not been the case this year.
In a report by Golf Digest ME, golf clubs are surviving by creating bigger community initiatives, which are having a positive impact on participation numbers in the region.
Elsewhere, Uneekor’s European expansion, Bridgestone’s supply-chain review and Golf Australia’s new tour agreement add further evidence of an industry still adjusting, investing and looking for its next advantage.
Enjoy today’s Golf Bizz Review.
FOR TWENTY YEARS WE TAUGHT GOLFERS TO BOOK TEE TIMES ON AN APP — AI JUST RETIRED IT
For twenty years, golf taught its players to book online. First the website, then the app. Open it, log in, search availability, filter by date and time, pick a course, enter the number of players, add card details, confirm. Every step was sold as progress. None of it was built for the golfer. It was built for the pro shop because online booking moved the work off the counter and onto the customer. The golfer adapted because there was no alternative. There is now.
The fastest interface is no interface
Instead of opening an app and working through a sequence of screens, the golfer picks up the phone and says one sentence. The AI Concierge understands natural language, checks the tee sheet, and completes the booking. On the courses already running it, GOLF.AI reports what that looks like in practice:
A booking in a sentence. “Book me a tee time for two this Wednesday at 10 am” takes about four seconds to say. For a returning golfer, the AI Concierge already holds the name, contact details, and preferences and completes the booking in under thirty seconds.
A cancellation in three words. “Cancel my booking” is done in under twenty seconds. No app to reopen, no confirmation number to dig out of an inbox.
A payment in five words. “Pay with my card on file” settles a green fee in roughly fifteen seconds, with no card to re-enter and no checkout to navigate.
Nothing to install, remember, or update. The interface is a conversation. There are no menus, no passwords, no downloads, and no screens to learn.
A 2016 study by Stanford University and Baidu found that voice input is three times faster than typing on a mobile device — and twenty per cent more accurate. GOLF.AI puts the conversational booking route at roughly twice as fast as the best modern booking apps, and more than ten times faster than the legacy systems many courses still run. Add the friction of a typical app booking — by our count, six to eight separate taps and decisions before a tee time is confirmed — and the gap stops being a question of seconds and becomes a question of whether the golfer bothers at all.
Technology that follows the golfer, not the other way round
Adoption works when technology follows customer behavior rather than trying to rewrite it. The behavior here is not subtle. According to the National Golf Foundation, more than eleven million American golfers are aged fifty or older — and they are the game’s most committed players. Baby Boomers are still turning sixty-five at a rate of ten thousand per day, steadily enlarging the cohort that built its habits around a phone call, not a screen. Many of those golfers are comfortable with apps. Millions still reach first for the phone. For two decades, the industry pushed them the other way, because online booking suited the operation. Voice removes the trade-off. The golfer gets the channel they always preferred, and the course still captures every booking — now answered instantly, around the clock, in plain language.
The most counterintuitive part is what it does to the experience. Putting AI on the pro shop phone does not make booking a tee time feel more technological. It makes it feel more human — a short conversation, the way golfers booked before software ever came between them and the first tee.
The future of tee time booking is not another app, for public play or for members. It is an agent that answers the phone, understands what the golfer wants, and takes care of the rest. For a growing number of courses, that future is already picking up on the first ring.
GBR readers only: Head to GOLF.ai this week and enter the draw to win a free annual AI Concierge subscription — and have Sir Nick Faldo answering your Pro Shop calls.
REEVES COUNTY GOLF COURSE ADDS POWER TEE TO UPGRADE MUNICIPAL PRACTICE OFFER
Reeves County Golf Course has expanded its practice offer with the installation of 10 Power Tee automatic golf ball teeing machines, making it one of the first municipal golf facilities in West Texas to introduce the technology.
The upgrade is designed to give local golfers a more efficient and comfortable range experience typically associated with higher-end golf destinations and entertainment-led venues, and the course said it has already produced a noticeable increase in driving-range traffic and overall customer activity. Superintendent Michael Elrod said golfers had responded strongly to the new setup and that the facility’s decision to move ahead of nearby competitors had helped differentiate Reeves County in the local market.
Power Tee founder and owner Martin Wyeth said the project reflected a broader trend of municipal golf courses investing in modern amenities to improve participation, raise customer satisfaction, and encourage golfers to spend more time practicing and using the facility.
R&A REPORT SHOWS GLOBAL GOLF PARTICIPATION RISES TO 112.2 MILLION
We’ll have a more in-depth look at the R&A’s 2025 Global Participation Report, but the key highlights from the newest edition show that 112.2 million adults and juniors are now playing golf in all its forms outside the United States and Mexico, an increase of 4.2 million in the past year.
Adult participation rose by one million to 65 million, while junior participation climbed by 3.2 million to 47.1 million, with off-course formats continuing to drive much of the growth as 68.3 million people now engage through shorter formats, driving ranges and simulator experiences. The number of registered golfers also increased from 8.4 million to 8.7 million, contributing to a 16% rise in registered players since 2020 across around 18,500 courses in R&A-affiliated nations. Regionally, Asia leads adult participation with 26.2 million, followed by Europe with 20.6 million and Canada with 7.1 million, while Europe has the largest junior total at 19.9 million. In Great Britain and Ireland, club membership has recovered from just over one million in 2019 to 1.35 million, its highest level since 2010.
MIDDLE EAST GOLF LEANS ON LOCAL COMMUNITIES AS TOURISM SOFTENS
Golf operators across the Gulf are responding to softer inbound tourism by putting greater emphasis on resident play, community events and broader lifestyle experiences, according to industry figures interviewed by Golf Digest Middle East.
Kieren Pratt of the Emirates Golf Federation said overseas rounds in March and April fell sharply from normal levels, but clubs responded by bringing in more local residents and UAE nationals and creating a more welcoming atmosphere, while DJ Flanders of Troon International said the local market, especially in the UAE, had proved more resilient than many expected. Chris May of Viya said clubs that had already invested in membership experience were better placed to absorb the drop in international visitors, with members benefiting from increased peak-season tee-time access and a stronger sense of belonging.
The shift is also supporting wider structural growth, with operators pointing to rising participation among women, juniors and UAE nationals, the growing role of venues such as Topgolf Dubai and indoor golf sites in introducing new players, and the increasing importance of non-golf revenue through dining, entertainment, wellness and technology. May said Dubai Golf’s Viya platform now has 25,000 active golf users in the UAE, while Pratt said the wider GCC was entering a fresh phase of expansion, with countries including Saudi Arabia, Oman, Qatar and Bahrain continuing to invest in new golf facilities and the UAE Cup returning to Al Ain in December after drawing players from 38 countries last year.
59CLUB USA SIGNS WESTERN GOLF PROPERTIES AS NEW MULTI-COURSE PARTNER
59club USA has added Western Golf Properties as a new multi-property partner, with the operator set to use Golf Visitor Experience mystery shopping audits across its portfolio of managed clubs in California and Nevada.
The program will cover Alta Vista Country Club, Ashwood Golf Course, Birch Hills Golf Course, Brea Creek Golf Course, Camarillo Springs Golf Course, Cottonwood Golf Club, San Ramon Golf Club, The Legacy Golf Club, The Revere Golf Club and Yucaipa Valley Golf Club, giving Western Golf Properties independent analysis of the customer journey at each site through 59club’s measurement and benchmarking tools. Western chief operating officer Bill Klemke said the partnership would provide valuable insight into team performance and future improvement opportunities, while Bret Garrison, director of operations at 59club USA, said the agreement reflected a shared focus on service standards and continuous improvement.
Western Golf Properties joins a wider 59club client network that includes Kohler, TPC, Omni Hotels & Resorts, KemperSports, Landscapes Golf Management, Evergreen Partners, Founders Group International, Troon, and Cabot-managed properties.
UNEEKOR BUILDS EUROPEAN SALES TEAM AS SIMULATOR BRAND EXPANDS INTO NEW MARKET
Uneekor has launched a dedicated European sales operation as the golf simulation and performance technology company expands beyond its established bases in South Korea and the United States.
The move includes the appointment of Stuart Archibald as EMEA Director of Sales, Mark Stevens as UK & Ireland Director of Sales, and Charlie Brazil as EMEA Supply Chain Manager, with products now available through authorized resellers including Golf Bays UK, Golf Swing Systems, Golf Sim Rooms, Urban Golf and Golf Balls.AT. Uneekor said the expansion builds on strong North American growth and a product range that spans portable launch monitors and professional overhead systems, all supported by a wider software ecosystem, 4K immersive courses and AI-powered training tools.
The company’s technology is based on camera-led precision, with its patented Dimple Optix system designed to capture high-frame-rate ball flight and spin data using the player’s own golf ball. Global head of sales Scott Gaines said success in a new market depended on having the right people in place, while global marketing director James Murphy described the European launch as the next stage in Uneekor’s international growth.
BRIDGESTONE GOLF TO CLOSE COVINGTON BALL PLANT AS SUPPLY CHAIN REVIEW CONTINUES
Bridgestone Golf will close its golf ball manufacturing and testing facility in Covington, Georgia, on June 30. The move that will affect 86 jobs as the company looks to optimize its global supply chain and improve the long-term position of its golf business.
The company said the decision followed a review of market volatility, supply-chain pressures, operating efficiency and cost management, while confirming that some corporate and business operations roles will remain in Georgia and move to a new headquarters before the end of the year. “This was an incredibly difficult decision, but one that was ultimately necessary to help put our global Bridgestone Golf business in a better position for the future,” said President and Chief Executive Dan Murphy, who said the company would work with local partners to support affected employees.
Bridgestone Golf president Shunsuke Kunihisa said North America remained the company’s most important golf market, and the group believed the move would strengthen its global supply chain and create room for future brand investment and growth. Bridgestone began making golf balls in 1937 and had produced them in Covington since 1990, with the site including a 135,000-square-foot testing range and a 24,000-square-foot plant.
GOLFEVENTS.COM LAUNCHES TO CONNECT GOLFERS, FUNDRAISERS, AND TOURNAMENT ORGANIZERS
A new interactive platform, GolfEvents.com, has launched with the aim of helping golfers find events and giving tournament organizers a central place to promote outings and attract players and sponsors.
Built around the tagline “Fill your field. Find your foursome,” the site allows organizers to post events free in minutes, with the option to upgrade to a featured listing for greater visibility, while golfers can use interactive maps to find local public events, discover courses, connect with other players and support charitable causes. The company says the site is entering a market of more than 150,000 annual U.S. golf fundraisers, offering organizers a way to stand out while giving players access to a single database that can also surface opportunities to play exclusive private courses for a cause. “GolfEvents.com provided an effective way for us to promote our event to potential players and sponsors,” said Richard Elias, a fundraising event chairperson.
GOLF AUSTRALIA SECURES DP WORLD TOUR AND PGA TOUR BACKING FOR MEN’S AUSTRALIAN OPEN
Golf Australia has confirmed a new agreement with the DP World Tour and the PGA Tour covering 2027 through 2029 that will keep the men’s Capital.com Australian Open co-sanctioned by the DP World Tour and the Challenger PGA Tour of Australasia, while marking the first formal partnership between Golf Australia and the PGA Tour.
The deal is intended to lift prize money, secure a clearer position in the global calendar and improve the tournament’s ability to attract leading international players, with further details due at the 2026 Capital.com Australian Open, where Rory McIlroy is set to return. The agreement sits alongside Golf Australia’s wider push to elevate the championship, following its partnership with Capital.com and confirmation that the redeveloped North Adelaide Golf Course will host three men’s Australian Opens from 2028 to 2034. Golf Australia chief executive James Sutherland said the ambition was to make the Australian Open one of the 10 most prestigious tournaments in world golf, while DP World Tour chief tournament and operations officer Ben Cowen, PGA TOUR senior vice president Christian Hardy and PGA of Australia chief executive Gavin Kirkman all said the arrangement would strengthen the event’s global standing and wider value to Australian golf.
Further reading: Australian Golf Digest has also covered the new partnership in more detail here.
LIV GOLF FACES FRESH QUESTIONS OVER SEASON AS FUNDING UNCERTAINTY GROWS
LIV Golf’s immediate future has come under renewed scrutiny after Tyrrell Hatton beat Jon Rahm by two shots in Andalucia to win $4 million, leaving the league with a 47-day gap until its next scheduled event at JCB Golf & Country Club from July 23-26.
According to Front Office Sports, multiple sources inside and around LIV now believe Saudi PIF funding could stop earlier than expected, putting the four remaining events in doubt, even though one senior league source said LIV still receives funding monthly and is operating on the assumption that payments will continue through the end of the season. Chief executive Scott O’Neil said LIV was sharing its business plan with prospective partners and pointed to year-on-year first-quarter growth of 129% in ticketing and 40% in sponsorship, while the league continues to search for investors, work with Ducera Partners, and reshape its model around a more team-focused “LIV 2.0” concept that could reduce the schedule to 10 events in 2027 and lower purses from the current $32.3 million level.
At the same time, travel spending is being tightened, confidence over later-season events in Indianapolis and Michigan appears weaker than for New York at Bedminster, and attention is increasingly turning to the position of Bryson DeChambeau and Rahm, whose long-term value to the circuit remains central as LIV tries to secure its next phase.
Further reading: Golfweek’s Cameron Jourdan also carries the story; his report can be read here.
TAYLORMADE EXPANDS SPIDER RANGE WITH TORCHED FINISH AND FOUR DISTINCT HEAD DESIGNS
TaylorMade has released its new Spider Tour Torched putter line, built around a fresh PVD torched-style finish inspired by Rory McIlroy’s Spider Tour X and a four-model lineup designed to suit different stroke types and feel preferences.
The range includes the Spider Tour, the most rearward-weighted and most traditionally mallet-like head; the Spider Tour X, which now places weight further forward to create a different centre-of-gravity profile and is offered in L-neck, slant-neck and double-bend TruePath versions as well as an L-neck single-line option; the fang-shaped Spider Tour F, which has the second-most forward CG and comes in configurations intended to vary how blade-like it feels; and the Spider Tour V, the most blade-like model in the family, built with the most forward CG and available only with an L-neck.
TaylorMade has also included a Spider Tour counterbalanced version, a face-balanced build using a spud neck at a stock length of 35 inches rather than the more common 38-inch format. Across the line, the company has retained the PureRoll insert, while using weight placement, neck configuration and alignment options to create meaningfully different putters under the same Spider Tour Torched banner, with the full range priced at $349.99 (£260.99, €301.99).
Ha Front Office Sports posts many bogus & fake stories about LIV Golf. FOS also has business deal with PGA Tour. When golf news is slow they make up "stuff" about LIV Golf citing anonymous sources. ZERO credibility.
As golf can and will continue to grow with the people we definitely need a mix of authenticity of beautiful outdoor courses, the legendary and simple but well organised municipal courses and private clubs and very affordable sim golf for those who need it to enjoy the game or those who prefer it, I think now it could be a 50/50 mix by now.