Upper Arlington, Ohio – Mike Hendrix, President of smbGOLF and host of the Tech Caddie podcast, will deliver the keynote address at the PGA Gateway Golf Summit on February 10, 2026. Hendrix’s presentation focuses on how golf professionals and operators can make AI platforms and systems work for their business—without adding complexity, cost, or operational strain—and is customized specifically for the Gateway Section, including PGA Golf Instructors and facilities located throughout the greater St. Louis area.
The keynote follows the recent publication of Hendrix’s PGA Show keynote, which is now available through the PGA of America’s official video channels, including its Vimeo library. The session explores how discovery, communication, and trust in golf are changing as golfers increasingly rely on Google, AI-driven search, and real-time digital signals to decide where—and how—to play.
“Golf professionals are being asked to adapt to new technology expectations without being given more time, staff, or margin for error,” said Hendrix. “My focus is on helping operators understand what actually matters, what doesn’t, and how to stay in control of their business as discovery and booking behaviors change.”
Hendrix brings more than two decades of experience in the golf industry, including senior leadership roles at GolfNow, where he worked closely with public, private, and resort facilities nationwide. Today, through smbGOLF, he works independently with golf courses, associations, and technology providers—helping them evaluate systems, improve digital visibility, and communicate more effectively with golfers.
The PGA Gateway Section keynote builds on themes introduced at the PGA Show, including:
- Making the golf course website the primary source of truth
- Reducing operational friction caused by disconnected systems
- Adapting to AI-driven discovery without losing control to third parties
- Communicating with golfers in simpler, more reliable ways
Additional details about Hendrix’s speaking engagements and current work are available at:
https://www.smbgolf.com/speaking
The PGA Show keynote is available via the PGA of America’s official Vimeo channel and additional distribution platforms. https://vimeo.com/user34438597
Information about the PGA Gateway Section meeting is available at:
https://www.golfgenius.com/pages/12286378967102937344
About Mike Hendrix
Mike Hendrix is President of smbGOLF and host of the Tech Caddie podcast. He works with golf course owners, operators, vendors, instructors, and associations to simplify technology decisions, improve digital visibility, and build sustainable, operator-first strategies for the modern golf business.
