GBR Wednesday | NGCOA Partners with GOLFZON as Golf Simulator Demand Surges Across US Facilities
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR community,
Last Friday, we featured the excellent 59club USA’s case study on Fairwinds Golf Club in Canada. The full case study can be viewed here, but one aspect of the study that struck me was the training aspect.
The human interaction across the golf club is vital to how you feel about it, and how much time you want to spend there. You can have a fantastic golf course, but if the clubhouse experience doesn’t match the course, the club is losing revenue.
I come from a corporate background where training is embedded in the culture of improving staff performance, but corporate also provides additional benefits, such as healthcare and pension provision.
So, it’s with interest that I saw the National Golf Course Owners Association of America (NGCOA) report on the golf industry’s compensation benchmarks for the year ahead.
Run in conjunction with the National Golf Foundation (NGF), the report highlights that there is still a shortage in provisions for pension and healthcare initiatives.
Taking care of staff can go along way to how their attitude is towards the job they do and how they will interact with members and guests at a golf club.
It could help somebody who is looking for a career in golf feel like they are valued as an employee and are keen to move forward with their career. How much more of an asset could they be to the golf club?
Interesting reading.
Elsewhere, we report on another busy week at the Orange County Convention Center, which hosted the Golf Course Superintendent Association of America’s conference and trade show. Congratulations to the GCSAA as they celebrate their 100th anniversary this year.
A new report also showcases the growth in the electric golf cart market and how it will continue on an upward trajectory for the foreseeable future.
Lastly, the only thing that might be hotter than the form Patrick Reed is showing is TaylorMade’s golf ball feud with Callaway. Has TaylorMade found the perfect response outside of the courtroom with its new TP5 and TP5x golf balls?
Enjoy today’s GBR.
NGCOA NAMES GOLFZON AMERICA ADVOCACY PARTNER AS SIMULATOR DEMAND GROWS
National Golf Course Owners Association (NGCOA) has announced a new partnership with GOLFZON America, strengthening the association’s advocacy capabilities as interest in simulator installations accelerates across traditional golf facilities.
Under the agreement, GOLFZON America becomes an NGCOA Champions Circle Patron through 2028, joining organisations such as Titleist, the PGA of America, and Yamaha, with its investment helping fund expanded advocacy efforts and legal support for member clubs, including recent successful cases involving Cazenovia Golf Club in New York and Indian Pond Country Club in Massachusetts.
NGCOA CEO Jay Karen said simulator technology allows courses to “unlock year-round revenue, overcome seasonal weather limitations and maximize clubhouse space,” adding that GOLFZON’s backing has a meaningful impact on the association’s ability to advocate for the industry. GOLFZON CEO Sean Pyun said supporting NGCOA members was a natural fit, noting that simulators help courses expand programming and revenue streams. As part of the partnership, GOLFZON will also sponsor NGCOA’s annual Golf Business Conference and install a TwoVisionNX simulator at NGCOA’s headquarters in Charleston, South Carolina, to serve as a test site and education hub for member facilities.
NGCOA RELEASES 2026 GOLF INDUSTRY COMPENSATION AND BENEFITS REPORT
Keeping with the NGCOA, I noticed they published their 2026 Golf Industry Compensation and Benefits Report, a 45-plus-page study based on data from 1,138 golf facilities, at the end of last week.
The report is a joint effort with the National Golf Foundation (NGF) and provides the industry’s most current benchmark on pay and benefits, showing that 66% of facilities offer health insurance, with a sharp split between private clubs (94%) and public courses (58%), while respondents reported a 6.4% increase in health insurance premiums. The analysis also found that dental, vision, prescription drug, and life insurance remain the most common benefits, mental health and wellness offerings are still limited, and just over half of facilities provide a retirement plan.
NGF President and CEO Greg Nathan said the data helps owners make informed decisions for the people who run their businesses, while NGCOA Senior Director of Education Taylor Wall noted the survey drew the strongest participation to date, offering timely insight as operators plan for the year ahead. The NGCOA’s Rachel Carter is on hand to help with more information about the report or membership enquiries. She can be contacted at rcarter@ngcoa.org.
GCSAA CENTENNIAL CONFERENCE DRAWS RECORD CROWDS IN ORLANDO
Following the PGA Show, the Orange County Convention Center in Orlando hosted The Golf Course Superintendents Association of America (GCSAA), where it marked its 100th year with a record-setting attendance for its annual GCSAA Conference and Trade Show.
Held last week, February 2–5, total attendance climbed to 12,824, up 15% year-on-year and extending a four-year growth trend. A record 8,074 seminar seats were filled, surpassing the previous high set in 2008, while the trade show floor at the Orange County Convention Center expanded to 523 exhibitors across 178,600 square feet, a 16% increase from 2025. The overall show footprint covered 428,000 square feet, incorporating education zones, GCSAA Services, the GCSAA Store, and a dedicated Centennial Experience marking the association’s 100-year history ahead of its official anniversary on September 13.
“As we kick off our Centennial year, it meant a great deal to see our members show up in such strong numbers to learn, connect, and grow.” Rhett Evans, CEO, GCSAA
The week also featured the GCSAA Golf Championships, where more than 600 competitors played across five Orlando-area courses, with defending champion Mike Gianopoulos, CGCS, claiming the 2026 National Championship title.
The conference concluded with leadership awards and a closing session panel featuring Evans and John Deere executives, with organisers confirming the 2027 GCSAA Conference and Trade Show will be held in New Orleans from January 15–21, concluding the Centennial celebrations. A full list of award winners from the week can be found on the GCSAA website here.
ELECTRIC GOLF CART MARKET SET FOR STEADY GLOBAL EXPANSION THROUGH 2032
Given the floor space that was dedicated to electric golf cart companies at the recent PGA Show, it’s no wonder that the market is experiencing sustained growth, aided by adoption beyond golf courses and driven by low operating costs, quiet performance, and zero tailpipe emissions. According to Persistence Market Research, the global market is valued at US$2.6 billion in 2025 and is forecast to reach US$4.1 billion by 2032, expanding at a compound annual growth rate of 6.7%. Growth is underpinned by the global shift toward clean mobility, improvements in battery technology, and rising demand for sustainable transport in tourism and commercial settings, with personal and commercial transportation now leading usage as carts move well beyond traditional golf applications.
North America remains the dominant market, supported by a large installed base of golf courses, established recreational infrastructure, early adoption of electric vehicles, and favourable regulatory conditions, while other regions are seeing gradual uptake as sustainability initiatives and eco-tourism expand. Key drivers include increasing environmental regulation, pressure to reduce carbon footprints, and advances in battery life, charging speed, and energy efficiency, which lower downtime and operating costs. Market opportunities are emerging in sustainable tourism, healthcare campuses, logistics hubs, and industrial facilities, with manufacturers increasingly focusing on modular, utility-focused designs. Recent developments include new models launched in 2024 with extended operating range and portfolio expansions targeting hospitality and industrial use, reinforcing expectations that electric golf carts will play a growing role in short-distance transport through the end of the decade.
59CLUB UNVEILS NOMINEES FOR 2026 UK & IRELAND SERVICE EXCELLENCE AWARDS
59club has announced the nominees for its 2026 UK & Ireland Service Excellence Awards, recognising outstanding customer service performance across the UK golf industry, with the awards ceremony set to take place on 26 March 2026 at Celtic Manor Resort. Regarded as the industry benchmark for service standards, the awards are determined through independent mystery shopping and detailed performance analysis, assessing the full golfer journey from initial enquiry to post-visit engagement.
The 2026 nominations span a wide range of clubs, resorts, and individuals, with five headline categories segmented by advertised green-fee bands to ensure fair comparison across venues of different size and profile. Will Hewitt, General Manager of 59club UK & Ireland, said: “To be nominated from a portfolio of over 260 venues is a significant achievement, and these awards celebrate those who consistently set the standard for service excellence across our industry.”
The full list of nominees is available to view here.
GOLFMERCE LAUNCHES GOLF-ONLY MARKETPLACE AND SOCIAL PLATFORM
Golfmerce has officially launched, positioning itself as the first platform to combine a golf-only peer-to-peer marketplace with a built-in social community, giving golfers a single destination to buy and sell gear, follow golf-focused content, and connect with other players.
Golfmerce has been built specifically for a mix of Gen Z, Millennials, and avid golfers in mind. Golfmerce is designed to address long-standing frustrations around fragmented and unreliable resale options across general platforms, offering a purpose-built environment where users can list equipment in minutes, discover trusted products, and engage with professionals, fitters, and fellow golfers. The app also features a curated feed highlighting creators, sellers, events, and emerging trends across the game, with users able to follow accounts and stay informed on tours and product developments. To mark the launch, Golfmerce is offering no transaction fees on the first three sales for new users who download the app during the initial release period.
SCOTTISH GOLF TOURISM WEEK PARTNERS WITH JOHNNIE WALKER EXPERIENCE FOR 2026 EDINBURGH DEBUT
Scottish Golf Tourism Week and Awards will stage its first-ever events in Edinburgh this March, confirming a 2026 partnership with The Johnnie Walker Experience as Official Whisky Experience Partner.
The collaboration will see the award-winning visitor attraction, named the World’s Leading Spirit Tourism Experience 2025 and host to more than 1.5 million visitors since opening in 2021, showcase its whisky experience to Scottish businesses and international tour operators attending the conference, as well as provide the traditional celebratory toast at the 13th Scottish Golf Tourism Awards.
Diageo’s subsidiary, Scotland Distilled, Diageo Whisky Experiences, will also sponsor the Best Tour Operator award, with finalists including Bonnie Wee Golf, Connoisseur Golf, Haversham & Baker Expeditions, and Pioneer Golf. Owen Wyatt, Chief Growth Officer at DC Thomson, said the partnership unites “two world-class assets” in golf and whisky, while Ashleigh Davidson of The Johnnie Walker Experience added that “golf and Scotch whisky are a natural pairing.” The events will take place from 10–12 March 2026 at the Kimpton Charlotte Square Hotel and the National Museum of Scotland, marking the conference’s debut in Scotland’s capital, with global delegates expected.
POWER TEE APPOINTS CHRISTOPHER HARRIS AS VICE PRESIDENT OF MARKETING
Power Tee has named Christopher Harris as its new Vice President of Marketing, tasking him with leading global marketing strategy, brand development, demand generation, and digital initiatives as the automated teeing systems provider expands across golf facilities, driving ranges, and entertainment venues worldwide.
Harris is best known as the founder of World Soccer Talk, where he built a respected digital media platform with strong audience engagement and commercial partnerships, and he has since held senior marketing and advisory roles focused on brand positioning and revenue growth through integrated digital strategies.
Power Tee CEO Martin Wyeth said Harris’s experience in building media brands and driving data-led growth makes him “an ideal fit,” adding that his leadership will help amplify the company’s message as it modernises the driving range experience. Harris said he was excited to join the company “at such an important moment for the golf industry,” highlighting Power Tee’s role in helping facilities increase utilisation and unlock new revenue opportunities.
PGA TOUR NAMES CLEVELAND CLINIC OFFICIAL HEALTHCARE PROVIDER THROUGH 2032
The PGA Tour has appointed Cleveland Clinic as the Official Healthcare Provider of the PGA Tour and PGA Tour Champions in a multi-year agreement running through 2032, integrating the hospital system’s clinicians and performance experts into the Tour’s traveling Player Performance Center.
Beginning this season, Cleveland Clinic will deliver on-site and off-site medical and wellness services across more than 60 events annually, supporting players through orthopaedics, sports medicine, cardiology, neurology, and performance science while leveraging research, analytics, and long-term health strategies to enhance resilience and longevity. Tour executive Dan Glod said the partnership brings “world-class care and facilities” to members, while Cleveland Clinic CEO Tom Mihaljevic noted the opportunity to deliver “integrated multi-disciplinary and performance-focused care” to elite athletes. The collaboration will also draw on the forthcoming Cleveland Clinic Global Peak Performance Center, a 210,000-square-foot facility set to open in 2027, reinforcing the Tour’s ongoing investment in high-performance support since the original Player Performance Centers were introduced in 1985 and most recently upgraded in 2019.
LIV GOLF AND SALESFORCE LAUNCH ‘FAN CADDIE’ AI COMPANION AT START OF 2026 SEASON
LIV Golf and Salesforce have launched Fan Caddie, an AI-powered companion within the LIV Golf app built on Salesforce’s Agentforce 360 platform. The rollout began at last week’s season opener in Riyadh and continues into this week’s LIV Golf Adelaide.
Named “Chip,” the feature acts as a personalised second-screen experience, delivering real-time tournament insights, hole-by-hole scoring data, player comparisons, and interactive leaderboard updates across the League’s 13 teams and 57-player field, all without interrupting the live stream. Additional tools include “Shop the Look,” linking player apparel directly to e-commerce, and on-course utilities such as ticketing and hospitality information for attending fans.
LIV Golf Chief Technology Officer Denise Taylor said the platform is designed to take fans on a customised journey across content and competition, while Salesforce’s Adam Forrest described the launch as a key milestone in the companies’ multi-year AI-focused partnership.
TAYLORMADE INTRODUCES 2026 TP5 AND TP5X WITH NEW MICROCOATING TECHNOLOGY
TaylorMade golf balls have been the center of attention in recent weeks as Callaway reps employed ultraviolet lights to highlight deficiencies in the TP5 and TP5 X golf balls.
TaylorMade has taken the step of opening legal action against Callaway, but TaylorMade has also taken matters into its own hands, with a new paint coating being the centerpiece of its new 2026 TP5 and TP5x golf balls.
The new premium balls feature a new proprietary microcoating technology designed to eliminate uneven paint application that can affect aerodynamic performance. During development, TaylorMade’s R&D team identified that traditional finishing methods allow excess paint to pool in dimples, potentially influencing ball flight, prompting a reengineered process that precisely controls cure times, temperatures, and paint atomisation to the one-millionth of a gram to ensure an ultrathin, uniform coating. Engineers also used digital prototyping to analyse more than 100,000 construction variations in refining the five-layer design.
The TP5 features the brand’s largest Tour core for faster ball speeds and a reworked Tour Flight Dimple Pattern aimed at a more penetrating flight, while the TP5x is positioned as TaylorMade’s fastest and lowest-spinning five-layer Tour ball, incorporating updated mantle materials to maximise speed and fine-tune spin. Both models retain an ultrathin cast urethane cover for greenside control. The new TP5 and TP5 X are available for general release tomorrow (February 12th) and priced at $57.99 per dozen for standard versions and up to $64.99 for specialty editions.