Years ago the golf pro would be on the driving range with a cigarette in his mouth watching as you hit balls on the range. The club pro played golf with the membership and had a couple beers with lunch after the round. This position transitioned more into a service position where the club pro did not play with the membership nearly as much and the time spent on the driving range dwindled. Their focus shifted to running reports, planning events, and ensuring every member felt like the most important member at the club. We are nearing another major shift in the golf business as AI platforms become more mainstream. Roles will adapt, and responsibilities will change.