GolfNow will Showcase Athena Technology This Week at 2025 PGA Show in Orlando
ORLANDO, Fla. – GolfNow today announced the introduction of Athena, its newest trailblazing technology that leverages learning intelligence to generate more than 45,000 daily pricing decisions empowering golf course operators to make smarter business choices. Athena, a new offering within GolfNow’s golf course management platform, is designed to help golf courses maximize revenue, streamline operations, and enhance the golfer experience. GolfNow will officially launch Athena this week at the 2025 PGA Show in Orlando.
Athena takes basic dynamic pricing principles to new levels and is the leading pricing technology in the industry to use machine learning and artificial intelligence to help golf course operators make smart pricing decisions at the hourly level while controlling for all factors that impact a golfer’s decision to play a round of golf.
Athena can rapidly aggregate and analyze a massive number of variables like weather, day of the week, time of day, available inventory – even market trends – every hour to gauge golfers’ responses and predict optimal pricing over time and placing more and smarter decision-making power in the hands of golf course operators. The thousands of pricing decisions available to the golf course operator through Athena can seamlessly and securely be integrated into a golf course’s electronic tee sheet in real time.
“Athena will be a game-changer in golf revenue management, allowing our system to learn and adapt faster, and deliver increasingly accurate prescriptive pricing over time,” said Todd Triplett, Senior Vice President, GolfNow. “The longer Athena is in use, the more precisely it aligns pricing with demand and golfer behavior, maximizing revenue and golfer satisfaction simultaneously.”
A stand-out proprietary feature within Athena is “price smoothing.” Unlike traditional revenue management systems that rely on rigid pricing adjustments, price smoothing dynamically introduces subtle price variations across tee times.
Athena not only provides golfers with a broader range of pricing options – ensuring greater accessibility and choice – but also enables Athena’s machine learning to gather richer data for price elasticity analysis and optimization.
“We’re extremely proud to introduce Athena to the market and address a real need within the industry,” said Diala Gammoh, Vice President, Data Strategy & Monetization for GolfNow and leader of the team that created Athena. “Building such a smart solution requires countless hours of brainstorming and collaboration with our data scientists, tech team and business partners to ensure we have a final product that not only performs but also sets itself apart as a stand-out innovation.”
Athena’s key features:
- Predictive & Prescriptive Pricing: Uses Machine Learning and AI combined with operations research to optimize pricing.
- Dynamic Pricing Engine: Reacts in real-time to demand, controlling for weather and other factors.
- Price Smoothing: Facilitates smarter pricing decisions and a customer-first approach to dynamic pricing.
- Customizable Reporting Dashboard: Offers actionable insights at a glance.
- Seamless & Secure Integration: Compatible with GolfNow’s proprietary tee sheet technology for smooth implementation.
- Remote Revenue Management Services: Access to a team of expert revenue managers to guide golf course operators in unlocking Athena’s full potential.
For more information about Athena, visit the GolfNow website for course and club business management here. GolfNow representatives will be available to provide live demonstrations and explore the wide-ranging benefits of Athena to golf industry professionals attending the PGA Show (NBC Sports Next booth #601).
About GolfNow
GolfNow is an innovative technology company that is creating better ways for golfers and golf courses to connect. GolfNow operates the world’s largest online tee-time marketplace, offering 3.5 million registered golfers a variety of ways to stay connected to their favorite courses and the ability to easily book tee times online and via mobile devices 24/7. GolfNow also is the industry’s largest provider of golf course management technology and marketing services, partnering with more than 9barne,000 golf courses in 52 countries around the world. GolfNow golfers gain added benefits with GolfPass, a connected rewards program and paid membership. GolfPass members receive monthly tee time credits, waived booking fees, streaming video lessons, and other special playing perks. GolfNow operates offices in Orlando, Fla., and Belfast, Northern Ireland.
Contact:
Dan Higgins
NBC Sports Next
Dan.Higgins@nbcuni.com
407-496-8107