Earlier this year, I highlighted the exciting changes technology is bringing to the hospitality sector, particularly within the golf club industry.
By integrating advanced technology into golf club operations, we can unlock numerous opportunities that significantly enhance our operations and elevate customer experiences.
This integration is crucial for shaping the future of the golf industry.
To gain deeper insights, I reached out to Fraser Marriott, Head of Golf at Lightspeed, to discuss the benefits of golf club management software and the challenges currently facing the industry.
What is the current state of the golf club management software industry?
The golf management software industry is currently undergoing a significant transformation. We’re seeing more and more courses move off those legacy platforms —the older systems that have held a hold on this industry for years—and adopt modern, cloud-based technology instead.
Operators today are really taking a best-of-breed approach.
They’re mixing and matching the best tools available, including the best tee sheet, the best member communication system, and AI waitlists — you name it — to create the proper setup for their specific needs.
The goal is straightforward: to deliver an exceptional customer experience that keeps players coming back.
I think what’s changed is that everyone now recognizes no single company can do everything perfectly. It’s about finding the right combination of solutions that work well together.
That’s been Lightspeed’s philosophy from day one: focusing on innovation and building the best tech ecosystem for our customers.
For example, our partnership with Whoosh has enabled us to lead the way in the private club space.
Overall, the industry is shifting away from outdated, all-in-one systems that no longer meet current needs, and toward flexible, cloud-based platforms that provide operators with the freedom to choose what works best for them.
Public and municipal clubs are gradually adopting. True or false?
I’d say it’s true, absolutely. We’re seeing a massive wave of municipal courses coming on board right now.
They’re modernizing for several reasons, but one of the primary ones is what I mentioned earlier: the best-of-breed approach.
Today’s software can integrate directly with city systems through APIs and partnerships, and that’s been a game-changer.
These integrations can cover everything from accounting systems to online tee time bookings, allowing municipalities to access more in-depth reporting and better support the needs of their communities.
In the past, such connectivity wasn’t possible. Now, with cloud-based software and open APIs, cities can finally have the flexibility and functionality they’ve been missing.
We’re also seeing a significant increase in RFPs and overall demand from the municipal side of the industry, which underscores the reality of this shift.
When it comes to public courses, they’ve had to adapt too.
The post-COVID golf boom brought in a wave of new and younger golfers, especially Gen Z, and their expectations are different.
According to Lightspeed’s State of Golf report, 30% of Gen Z golfers say that technology integration significantly enhances their golf experience.
That means things like online booking, prepayment, and on-course ordering are becoming must-haves. Many golfers want a frictionless experience, one that allows them to book, pay, and play without spending too much time in the shop.
Of course, we still need to find ways as an industry to encourage in-person engagement, because it’s an essential part of the golf experience and contributes to club revenue.
However, overall, public courses are listening to their customers and realizing that transitioning to modern, cloud-based software is essential for meeting today’s expectations.
How widespread is the integration of artificial intelligence (AI) or machine learning for predictive analytics and IoT sensors in the golf club management software industry?
AI is absolutely at the forefront of the conversation right now. It’s in every headline, and every tech company is finding ways to bring it into their operations.
In our space, the integration of AI is driving more intelligent business decisions, but it’s still in the early stages of adoption across the golf industry.
Where it becomes particularly powerful is in how modern systems can now integrate unique data points, such as future demand patterns, historical customer behavior, and even weather forecasts.
All of that helps optimize tee times, pricing, and yield management. You can already do this with Lightspeed and our partners, which is really exciting.
For example, with partners like Noteefy, clubs can identify which customers are most likely to fill last-minute tee times and target them directly.
That kind of predictive insight is a big step forward. AI-powered targeted marketing is another area that’s driving real results, helping clubs boost revenue while keeping costs down.
At Lightspeed, we’re proud to be at the forefront of this evolution. We’re innovating through our own in-house tools, like advanced reporting and Business Intelligence, as well as Digital Marketing Services.
We’re also working with partners like Noteefy, CourseRev, and Metolius to help clubs make smarter, data-driven decisions.
So, while AI in golf management is still developing, it’s clear that it’s the next significant evolution for the industry.
As long as we continue to adopt it thoughtfully and proactively, it will lead to improved occupancy rates, more efficient operations, and ultimately, more profitable clubs.
Do you see a shift toward subscription models?
Absolutely. The entire industry is moving toward the SaaS model. When you listen to operators and what they’re looking for, it really comes down to flexibility, faster innovation, and lower upfront costs.
What I love about SaaS is that it puts the power back in the hands of the operator.
It holds every technology company accountable to deliver continuous innovation and, most importantly, strong customer support.
Support is the most critical piece of the equation.
This is where Lightspeed truly stands out. We’ve built systems that scale with our customers’ growth, ensuring we consistently deliver top-level support.
That’s what the SaaS model is all about – operators are paying for a service, so we need to make sure that service consistently delivers value.
At the end of the day, SaaS keeps everyone accountable and focused on putting the operator first.
That mindset drives better technology, stronger relationships, and more success for the clubs we serve.
What actionable insights can golf club management software, especially Lightspeed, offer?
That’s a great question. Lightspeed is a global leader in retail, restaurant, and golf management technology.
Because we operate across all three verticals, we can offer best-in-class reporting across every part of our software.
When you bring all of that together and unify it through Lightspeed Payments, you get a complete, connected view of your business.
We combine a powerful point of sale, restaurant platform, and tee sheet with some of the best payment rates in the industry.
Our new Business Intelligence tool consolidates all information, providing operators with the insights they need to make informed, faster decisions.
You can easily toggle between different areas of your business to identify areas for improvement, generate more revenue, and increase demand.
When you layer in AI and our digital tools, it gets even more powerful.
Through partners like Noteefy, Metolius, and CourseRev, operators can automate demand generation and marketing to boost performance with less manual effort.
Working with Lightspeed gives you a deeper understanding of your data, a clearer picture of your entire operation, and tools that make day-to-day management seamless.
Ultimately, that means more time for staff to focus on delivering an exceptional customer experience.
What consolidations and partnerships do you anticipate in the industry?
That’s a tough one, because a lot is happening in this space right now. There’s a significant amount of investment coming into the golf industry, especially from private equity, because they see the growth and potential here.
As providers, we need to shift the conversation away from pure consolidation and more toward collaboration and partnership.
I keep coming back to that best-of-breed philosophy, but it’s because it genuinely matters. The goal should always be to put the operator first and deliver the best possible solutions for their business.
What I’d love to see is more partnerships leading the way. We need to stop viewing one another purely as competitors and instead focus on how we can work together to strengthen the entire industry.
Healthy competition is essential, but collaboration is what will push golf forward.
If we can find the right partners, support one another, and build technology that truly benefits operators, we’ll all come out stronger—and so will the game of golf itself.
