Troon’s acquisition of Indigo Golf Partners & the consequences

By: January 5, 2021

In November, we talked about the new name of Billy Casper Golf (founded in 1989), Indigo Golf Partners (with nearly 7,000 employees; more than 160 golf courses, country clubs, and resorts in 29 states).

In January 2019, the company spun off the division Buffalo Group, which focuses on the business-to-business sector of the industry.

Indigo Golf Partners added 21 properties to its portfolio and renewed 15 partnerships in 2020. The company has also acquired and leased several courses.

Troon acquired Indigo Golf Partners

Troon’s acquisition of Indigo Golf Partners (#3 golf club management company) is a natural and at the same time an excellent choice to gain dominance in the world’s largest golf industry.

As a result of the acquisition, Troon will provide golf club management and marketing services to 585-plus locations around the globe, including managing 630-plus 18-hole equivalent golf courses.

Troon’s purchase of Indigo Golf Partners follows its acquisition of

  • Green Golf Partners in May 2019;
  • OB Sports Golf Management in April 2019;
  • RealFood Hospitality, Strategy and Design in February 2019; and
  • Cliff Drysdale Management, the nation’s largest tennis management company, in July 2018.

Can we say

  • Search = Google
  • Social Media = Facebook
  • Messenger app = WhatsApp
  • Photo sharing = Instagram
  • Video sharing = YouTube
  • Golf club management company = Troon?

What will Troon do with its power and advantageous business position?

almost in the hole in the morning Indigo Golf Partners

If I were Troon, I would:

  • launch initiatives to modernize & digitalize golf club business (e.g. reinvent the driving range experience) and golf in general;
  • help to increase women’s (e.g. the partnership with the G2 Girls Golf Academy) and minorities’ participation in golf;
  • create highly competitive experiences for guests and members;
  • give priority to employee experience;
  • invest in the sport & entertainment industry (see the investment of Callaway Golf in Topgolf);
  • how to convert ‘golf entertainment’ (e.g. Topgolf) customers into golf club customers and members;
  • invest in eSports: predicts virtual reality video gaming sales revenue worldwide will reach 22.9 billion USD by the end of 2020. North America and Europe are considered the biggest markets.

Just few ideas…If you have more ideas then write them in the comment box….