ORLANDO, FL — Mike Hendrix, golf course business consultant, Founder of smbGOLF, and host of the Tech Caddie podcast, will participate as a panelist in the CaddAIShack session during the 2026 PGA Show in Orlando. The session takes place Wednesday, January 21, 2026, 02:00 PM – 02:50 PM on the PGA Clubhouse Stage.
CaddAIShack is hosted by Jonas Club Software and brings together leaders from across the Jonas ecosystem, including Trevor Coughlan, Chief Experiential Officer at Jonas Club Software; Jason Persall, CEO & Managing Partner of Club Caddie and operator of Warren Valley Golf Course; Vache Hagopian, General Manager of Jonas Synergy; and Michael Duench, Head of Marketing at Jonas Club Software.
Hendrix will join the session as an independent industry voice, contributing an operator-first perspective and third-party analysis informed by smbGOLF’s Coursographics research and long-term tracking of golf course technology adoption across North America.
“As AI becomes more embedded in golf operations, it’s important that these conversations are grounded in reality, not just product vision,” said Hendrix. “My role in this session is to help operators understand what is actually changing in the market, where technology is delivering real value, and how to think clearly about their next major decision.”
During the session, Hendrix will focus on three key areas:
- Technology changes underway at multi-course operators, based on smbGOLF’s ongoing Coursographics tracking of ownership groups and management companies
- How golf courses and country clubs should prepare their digital brands for AI-driven discovery, including examples of where current technology approaches create friction or complexity for operators
- A practical framework for evaluating future technology decisions, emphasizing process clarity, organizational alignment, and long-term strategy over short-term feature adoption
The CaddAIShack session is designed to move beyond theoretical discussions of artificial intelligence and highlight real-world applications, operator impact, and lessons learned from clubs already navigating these changes.
“AI is forcing better questions,” Hendrix added. “The goal isn’t to push adoption faster — it’s to help operators make smarter decisions when change becomes unavoidable.”
About Mike Hendrix & smbGOLF
Mike Hendrix is the Founder and President of smbGOLF, a golf-industry consultancy focused on technology strategy, Coursographics data, and digital discovery for golf courses and country clubs. He hosts the Tech Caddie podcast and works with operators, associations, and technology providers to bring clarity to an increasingly complex golf technology landscape.
About Club Caddie
Club Caddie is a modern, cloud-based golf course management platform designed to simplify daily operations for public, private, and resort golf facilities. Built with mention-centric tools for tee sheet management, point-of-sale, marketing, and player engagement, Club Caddie helps operators improve efficiency, visibility, and the overall golfer experience. Club Caddie serves facilities across North America and is part of the broader Jonas software ecosystem.
About Jonas Club Software
Jonas Club Software provides enterprise management solutions for golf courses, country clubs, and private clubs across North America and internationally. The Jonas ecosystem includes club management, point-of-sale, member engagement, and emerging technology platforms designed to support both daily operations and long-term strategic planning. Jonas convenes operators, partners, and independent voices to help clubs modernize systems, improve data flow, and adapt to evolving expectations from members and guests.
