ORLANDO, FL — Mike Hendrix, founder of smbGOLF and host of the Tech Caddie podcast, will deliver a featured main-stage presentation at the PGA Show on Friday, January 23 at 11:00 a.m.
Titled “Time & Discovery: Rethinking AI’s Role in Golf Operations,” the keynote is designed specifically for PGA Golf Professionals and golf course owners and focuses on how artificial intelligence should be thoughtfully applied as facilities plan what to implement for the 2026 golf season.
The presentation centers on two critical themes shaping modern golf operations:
- Time — how AI can reduce operational friction, improve staff efficiency, and support better guest interactions without replacing the human relationships that define successful facilities.
- Discovery — how golf courses, instructors, and clubs must position their digital presence so they can be found more easily by golfers and modern AI-driven search and discovery platforms.
Drawing from real-world data that smbGOLF has directly collected from golf facilities actively using AI today, Hendrix will share practical insights operators should be considering as they prepare for 2026. The data includes operator surveys, tee time booking results, and conversation data related specifically to AI-managed telephone services. Hendrix will also highlight proven discovery tactics smbGOLF has deployed for PGA Golf Instructors and their facilities, demonstrating how optimized digital positioning improves visibility and engagement in an AI-driven discovery environment.
“I’ve been impressed with many of the presenters this week and the quality of discussion around AI,” said Hendrix. “There’s been strong input across the board. I’m excited to deliver a keynote that’s grounded in real operator data and focused on helping PGA Professionals and owners make confident decisions about what they should actually be implementing for the 2026 season.”
Unlike vendor-specific demonstrations, Time & Discovery is intentionally positioned as an independent, operator-first session. Hendrix will close the presentation by outlining a clear framework golf facilities can use to evaluate AI-related technology decisions with discipline, clarity, and long-term confidence.
The PGA Show is the golf industry’s largest global gathering of PGA Professionals, golf course owners, and technology providers.
Presentation Details
Session Title: Time & Discovery: Rethinking AI’s Role in Golf Operations
Speaker: Mike Hendrix, Founder, smbGOLF
Date & Time: Friday, January 23, 2026 at 11:00 a.m.
Location: Main Stage, PGA Show — Orlando, Florida
