What will Troon’s new advisory services be like?

By: November 29, 2016

When I heard that Troon is launching advisory services, I have gone through Golf Inc. Magazine‘s TOP20 golf club management company list to see who have got similar services. To my great surprise, only a few of them have got such service.

The new division of Troon – True Club Solutions – specializing in advisory services for the club and hospitality industries.

Rich Carter will lead True Club Solutions. Dana Garmany, chairman and CEO, Troon says “We formed this new division to have a greater reach into the golf and club industries, and outside of our normal activities at Troon..” 


Without a doubt, True Club Solutions is the only club advisory firm with the ability to draw from decades of experience in the day-to-day management of more than 270 golf and hospitality facilities around the globe.

The advisory services offered by True Club Solutions include, but are not limited to, the following disciplines:

  • Customer Service
  • Sales and Marketing
  • Private Club Sales and Marketing
  • Golf Course Agronomy
  • Retail Operations
  • Food and Beverage Operations
  • Facility Design and Development
  • Golf Course Redevelopment
  • Finance and Accounting
  • Information Technology
  • Compliance and Risk Management
  • Caddie Services
  • Procurement

It is interesting to see that among the TOP5 golf club management companies (Troon, ClubCorp, Accordia Golf (Japan), Billy Casper Golf, Pacific Golf Management (Japan)), only Troon provides advisory services.

However, Troon is not the only golf club management company that provides advisory services/consulting services:

  1. Century Golf Partners (#9)
  2. Touchstone Golf (#16)
  3. IMG Golf (#17)
  4. Integrity Golf Company (#18)

We should not neglect independent advisory service providers like Golf Business Advisory Services (Australia), the Dellanzo Group (Italy), Global Golf Advisors (since 2006) etc.

It will be interesting to see in which club industries can be relevant Troon’s vast experience. Tennis clubs (in 2014, “tennis economy” in the US was worth of $5.73 billion; 17.9 million participants)? Polo clubs? Fitness clubs?