Charleston, S.C. — The National Golf Course Owners Association (NGCOA), the only trade association dedicated exclusively to golf course ownership and operations, is pleased to announce a special AI-focused webinar, Measure What Matters: AI-Informed Tee Time Strategy.
Mike Hendrix, President at smbGOLF and Technology and Data Advisor for both the OH Golf Course Owners Association and PA Golf Course Owners Association, and a panel of guest experts, will explore how operators are harnessing the power of AI to optimize availability, pricing and demand to better understand the tee time sales process and ultimately sell more rounds.
AI enables golf course owners and operators to uncover hidden data and patterns in the cycle to gain sales and service insight and make better-informed and strategic operational decisions. In this one-hour webinar, attendees will discover how AI can evaluate data to measure the performance of booking and phone systems, and understand the relationship between those customer experiences and visits to facilities, annual pass purchases and event inquiries.
“AI is making it possible to measure parts of the golf business that were historically difficult to see, for tee times, that means looking beyond pricing and availability to better understand conversion — how golfers move from searches, website visits and phone conversations into booked rounds, annual pass sales and event sign-ups,” said Hendrix. “This webinar is designed to help operators better understand what they may not yet know about their online and telephone tee time conversion rates.”
The panel includes these golf industry experts: Jason Pearsall, Owner, Warren Valley Golf Club and Founder of Club Caddie; Fraser Marriott, Head of Golf, Lightspeed; Matt Arnzen, VP of Marketing, Sagacity Golf; and Elvis Lieban, Senior Product Marketing Manager, Gong.
Golf course owners, operators, managers and others who are responsible for enhancing and growing golf course businesses can register for this complimentary webinar here.
SPECIAL OFFER: Mike Hendrix is also a featured presenter at NGCOA’s high impact, in-person Golf Business AI Workshop Summer 2026 on Monday, August 31 at the Bobby Jones Golf Course in Atlanta, GA. Workshop attendees will learn how AI can transform the back office, marketing, communications, reporting, on-course operations and more. Attendees of Hendrix’s July 16 webinar will receive 25% off the August AI Workshop registration rate. Learn more at bit.ly/GB_AI_Workshop_Tour.
About the National Golf Course Owners Association
The NGCOA is the leading authority on the business of U.S. golf course ownership and management. The association represents and promotes the interests of golf courses as the principal businesses and economic assets of the game of golf. The not-for-profit organization is the only trade association dedicated exclusively to golf course owners and operators. Through advocacy, education and information resources, purchasing programs and networking opportunities, the NGCOA helps golf course owners and operators run more successful businesses. For more information or to join, visit ngcoa.org or call 800-933-4262.
Media Contact: Renée Flowers, Senior Director of Marketing and Communications, NGCOA, rflowers@ngcoa.org
