How Artificial Intelligence Will Change the Golf Industry
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 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 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.
I asked AI how AI platforms will change the golf business in the next 5-10 years. It’s response stated that AI will create personalized training programs for golfers, assist superintendents with AI partnered irrigation systems that will be able to detect weather patterns and upcoming forecasts, and allow for practice sessions with VR from the comfort of your own house.
Technology is coming. We went from the Yellow Pages to Google and from the Blackberry to the iPhone. Embracing change and understanding that AI and machine learning is here to stay is imperative.
With change coming down the pipeline, what can PGA Professionals do now to remain successful as disruption enters the marketplace?
Our teaching business is going to have significant competition for the first time. The emergence of AI platforms, capable of analyzing videos of players' swings, conducting physical evaluations, and even utilizing advanced data like handicap index and trackman data, heralds a new era of golf instruction. Imagine having an app or custom dashboard at your fingertips, where golfers can access a personalized swing library and receive instantaneous recommendations to refine their swing within seconds. While this innovation presents exciting possibilities, it also poses unprecedented challenges. In my assessment, instructors affiliated with top PGA Tour and LPGA Tour players, backed by a strong personal brand, are poised to weather this storm. However, for mid-range instructors at driving ranges, public golf courses, or private country clubs, the road ahead may be more uncertain. It's imperative that we adapt, innovate, and establish ourselves as leaders in our field to navigate these shifting tides successfully.
If golf instruction is your primary income source, it is imperative that you begin to establish yourself as an industry leader in your field. Here’s how you can start today:
Specialized Instructional Content: Create in-depth instructional videos and articles focusing on techniques, drills, and strategies that AI platforms may not cover comprehensively. Develop video libraries covering every area of the game. Showcase your expertise and ability to provide personalized feedback and guidance that goes beyond automated analysis.
Case Studies and Success Stories: Share success stories and testimonials from your students who have achieved significant improvements under your guidance. Highlighting real-life examples of your teaching effectiveness can help demonstrate the value of personalized instruction over AI-driven platforms.
Interactive Q&A Sessions: Host live Q&A sessions on social media or through virtual platforms where followers can ask questions and receive personalized feedback in real-time. This interactive format allows you to engage with your audience directly and showcase your knowledge and expertise.
Golf Course Management Tips: Offer insights into course management strategies, club selection, and course etiquette. Position yourself as a trusted resource for golfers looking to improve their overall game, beyond just improving their golf swing.
Community Building Activities: Organize group clinics, workshops, or golf outings for your students to foster a sense of community and camaraderie. Creating opportunities for your students to connect with each other and share their experiences can enhance their overall learning journey and loyalty to your teaching business.
How do PGA Professionals at green grass facilities adapt to the emergence of AI? With the growth of VR and simulator golf, how do we encourage golfers to visit our facilities and keep the facilities that we work at operational?
Create Memorable Moments: Focus on creating memorable moments and experiences for golfers both on and off the course. Organize special events, themed tournaments, and social gatherings that foster camaraderie and connection among members. Encourage golfers to cherish the friendships, camaraderie, and memories that make the game of golf truly special.
Elevate Amenities and Services: Enhance the overall golfing experience by investing in amenities and services that cater to golfers' needs and preferences. From upscale dining options and luxurious locker rooms to personalized concierge services and exclusive member events, ensure that every aspect of the golfing experience reflects excellence and is targeted to your demographic.
Community Engagement and Outreach: Engage with the broader golfing community and promote the game of golf as a social, inclusive, and accessible activity. Offer introductory programs, junior golf clinics, and community outreach initiatives to introduce new audiences to the game and cultivate a culture of inclusivity and diversity within the golfing community.
Digital Detox and Unplugging: Advocate for the importance of unplugging from digital devices and screens while enjoying the golfing experience. Discuss how golf provides an opportunity to disconnect from technology, social media, and constant connectivity, allowing golfers to be fully present in the moment and engage with their surroundings. Encourage golfers to embrace the simplicity and tranquility of unplugged golfing experiences, free from digital distractions.
By prioritizing the golf experience at our facilities, we not only entice golfers to return but also cultivate a sense of belonging within our community. While simulator golf and VR offer convenience and time efficiency, they cannot replicate the camaraderie and personal connections forged through face-to-face interactions on the course. In today's increasingly digital world, where virtual communication often replaces in-person engagement, emphasizing the value of direct human interaction becomes paramount. Despite the prevalence of online communication among younger generations, fostering opportunities for genuine, interpersonal connections remains essential. As we navigate the evolving landscape of golf, highlighting the inherent benefits of in-person camaraderie and shared experiences becomes pivotal in maintaining the vitality and appeal of our facilities.
While AI offers incredible benefits and efficiencies, it's essential to remember the value of the human touch in the golfing experience. As PGA Professionals, our expertise, guidance, and personal connections with our students and members are irreplaceable. While AI can provide data-driven insights and analysis, it's our passion, knowledge, and dedication to the game that truly make a difference in helping golfers enjoy the game of golf and find a deep love for the game.
AI's impact on the golf business is undeniable, offering exciting opportunities for innovation and growth. As PGA Professionals, let's embrace this technology while staying true to the timeless values that define our sport.
As always, thank you for taking the time to read my newsletter. Please subscribe if you found this informative, or share it to someone in your network if you think it will provide them value. Comment below with your thoughts on what the next 5-10 years will look like with AI involved in the golf business.