Golf Business Technology Podcast

Aboo Tayub
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Explore interviews and discussions within the realm of Golf Technology in the Business World, encompassing topics such as AI, analytics, data, the metaverse, and beyond. This comprehensive coverage aims to assist Golf Clubs, Multi Report Operators, both public and private entities, as well as Coaches and professionals in making informed and crucial choices and decisions.

  1. 1d ago

    The GBT Podcast Season 5, Episode 8 – Interview between Jill Walsh/Toptracer - Johan Rogebrant/Sweetspot and Golf Business Technology

    Golf 2.0: How Technology is Shaping the Next Wave of Golf Experiences and Revenue Opportunities Recorded Live: The 2026 PGA Show, Orlando, FL Host: Golf Business Technology (GBT) Guests: Jill Walsh – Toptracer Johan Rogebrant – Sweetspot The 2026 PGA Show floor made one thing abundantly clear: golf technology is no longer just a luxury add-on for high-end resorts. It has become the core infrastructure driving player engagement and venue survival. In this live-on-the-floor episode of The GBT Podcast, we sit down with two industry heavyweights pushing the boundaries of "Golf 2.0." Jill Walsh from Toptracer and Johan Rogebrandt from SweetSpot join the panel to discuss how gamified tracking technology and intelligent commerce systems are converging. Together, they map out the exact blueprint golf facilities must follow to transform modern entertainment into measurable, bottom-line revenue. Golf is experiencing a massive cultural shift toward accessibility, lifestyle integration, and entertainment. "Golf 2.0" represents a world where the line between traditional on-course play and off-course, simulator-driven entertainment is completely blurred. Venues are evolving into hybrid social and wellness spaces that appeal to a younger, digitally native audience. Jill Walsh breaks down how Toptracer is redefining the modern driving range. By turning a repetitive practice session into a data-driven, gamified experience, facilities can dramatically increase dwell time and food-and-beverage (F&B) sales. The Hook: Tracing ball flight keeps players engaged longer. The Business Impact: Higher bay utilization rates and an entry point for non-golfers who view the sport as an evening social activity rather than an intimidating 18-hole commitment. Great experiences only matter if you can efficiently capture their value. Johan Rogebrandt highlights the backend revolution happening via SweetSpot’s golf commerce platform. Dynamic Pricing: Moving away from static, "gut-feeling" green fees. Facilities are leveraging data to shift prices based on real-time demand, weather, and capacity gaps. Unified Operations: A successful "Golf 2.0" venue needs its booking systems, bay technology, automated ball dispensers, and F&B points-of-sale to talk to each other seamlessly. If checkout features friction, conversion drops. The ultimate synergy of the panel highlights a unified trend: tracking tech captures the player's interest, while commerce tech optimizes the venue's revenue pipeline. The guests share real-world advice on how operators can audit their current tech stack to ensure their systems deliver clear ROI within 6 months. "Golf is becoming less insular and more culturally porous. It’s a lifestyle choice now, and the venues succeeding are those wrapping technology around that social experience." — Golf Business Technology "It’s about lowering the barrier to entry. When you give a player immediate, visual data feedback, you turn standard practice into an addictive game that keeps them in the bay—and ordering food—longer." — Jill Walsh, Toptracer "If you don’t have clear, real-time visibility into your bookings and player behavior, every new tech investment is just a gamble. Optimization means replacing guess-work with true data." — Johan Rogebrandt, Sweetspot Enjoyed this episode? Be sure to subscribe to The GBT Podcast, leave us a 5-star review, and share this episode with fellow golf operators looking to maximize their facility's potential in 2026!

    48 min

  2. May 26

    The GBT Podcast Season 5, Episode 7 – Interview between Nathanael Pietrzak-Swirc/UGolf and Golf Business Technology

    In this episode of The GBT Podcast, we dive deep into the rapidly evolving world of international golf management and technology with Nathanaël Pietrzak-Swirc, CCM, the Chief Executive Officer of UGOLF International. As Europe's largest golf club management company and the fifth-largest globally, UGOLF (owned by the Duval Group) is rewriting the rulebook on how golf courses operate, expand, and leverage technology. Nathanaël sits down with the team at Golf Business Technology to discuss the brand’s aggressive global expansion, their data-driven approach to player retention, and how they manage over 100 courses worldwide with an owner-centric mindset. Driving Global Growth: The strategic vision behind spinning off UGOLF International and breaking into emerging markets across Europe, Asia, and Africa (including their massive success story in Rwanda). The Tech of Scale: How multi-course operators use shared technology infrastructure and cluster-management models to optimize golf course operations, marketing, and B2B buying power. Growing the Game: The secrets behind the highly successful UGOLF Academy model, affordable youth initiatives, and their "Road to Dallas" program. The Power of the Network: How the "Le Club Golf" network connects over 800 courses globally, offering independent clubs major B2C and B2B advantages. Modern Operational Challenges: How UGOLF is preparing its portfolio for a shifting environment, navigating strict water regulations, and adapting to chemical-free turf management. "From the beginning, UGOLF has been an operating company used to managing golf courses in difficult financial environments. We know how to adapt and think like an owner." — Nathanaël Pietrzak-Swirc Whether you are a golf club owner, director, or an industry professional curious about the future of commercial golf management, this conversation offers an invaluable blueprint for modernizing golf operations. **** Introduction & Nathanaël’s journey from Golf Director to CEO. **** The merger with BlueGreen and the birth of UGOLF International. **** Overcoming environmental and tech challenges in the European golf sector. **** Replicating the academy model globally and fostering new golfers. **** What's next for UGOLF's mission to break into the world's top three golf operators. Follow & Connect: Learn more about UGOLF: The leader in France and Europe - Ugolf Connect with Nathanaël Pietrzak-Swirc: https://www.linkedin.com/in/nathana%C3%ABl-pietrzak-swirc-ccm-5209b161/ Subscribe to the GBT Podcast on Spotify so you never miss an episode tracking the tech and business trends reshaping the green. https://open.spotify.com/show/4cWbpnxzVy8WyM16IMwTTv?si=7d9c1bfdf9e6431e

    30 min

  3. May 21

    The GBT Podcast Season 5, Episode 6 – Interview between Agustin Piza/Piza Golf and Golf Business Technology

    In this episode, we sit down with one of the most innovative minds in modern golf course architecture: Agustín Pizá, founder of Pizá Golf. Celebrated by Forbes as one of the top creative minds from Mexico, Agustín is redefining the game across three continents by seamlessly blending art, sustainability, and disruption. We dive deep into his "out-of-the-box" design concepts, including Wellness Golf® and Lounge Golf, and discuss his groundbreaking work bridging the physical and digital worlds—from co-designing luxury mountain resorts with Nicklaus Design to crafting the iconic, hyper-creative virtual holes for Tiger Woods and Rory McIlroy's TGL tech-infused league. Tune in to hear how progressive architecture, intentional storytelling, and next-gen technology are shaping the future of golf facilities.

    27 min

  4. Apr 23

    The GBT Podcast Season 5, Episode 5 – Interview between Clive Mayhew/Golf.AI and Golf Business Technology

    The co-founder and CEO of GOLF.AI, building the world’s leading vertical AI platform connecting golfers, golf courses, and brands through intelligence.A global entrepreneur between Australia and the United States, he is shaping the future of golf by embedding AI into bookings, rules, media, and the on-course experience.With a community of more than 150,000 golfers and thousands of golf courses worldwide, GOLF.AI is recognised as the world’s #1 GOLF AI company.

    26 min

  5. Apr 1

    The GBT Podcast Season 5, Episode 4 – Interview between Fraser Marriott/Lightspeed and Golf Business Technology

    Lightspeed’s Fraser Marriott Unveils Data-Driven Vision for Golf Operations at 2026 PGA Show ORLANDO, FL (April 1, 2026) — Speaking exclusively from the floor of the 2026 PGA Show in Orlando, Fraser Marriott, Head of Golf at Lightspeed Commerce (NYSE: LSPD), outlined a transformative roadmap for the golf industry, emphasizing operational efficiency and measurable growth through data-driven innovation. Marriott, who oversees Lightspeed’s golf go-to-market teams and product initiatives, shared insights into the brand’s record-breaking year. Under his leadership, the division has successfully doubled its EBITDA margin while achieving an unprecedented 125% team-wide attainment. These results underscore Lightspeed’s commitment to not only providing software but driving tangible financial outcomes for course operators. "Our focus is on moving beyond legacy systems to provide a unified platform that mirrors the modern golfer's expectations," said Fraser Marriott. "By implementing strategic processes and meticulous planning, we are enabling operators to optimize their sales operations and foster sustainable growth in an increasingly competitive market." With over 12 years of expertise in sales management and data analysis, Marriott has spearheaded the integration of high-level sales operations with localized golf course needs. Key highlights from his address at the PGA Show include: Operational Efficiency: Leveraging Lightspeed’s cloud-based ecosystem to streamline pro-shop, food and beverage, and tee-sheet management into one cohesive data stream. Data-Driven Strategies: Utilizing advanced analytics to help courses identify revenue leakage and optimize pricing models in real-time. Collaborative Growth: A focus on building cohesive, high-performing teams that bridge the gap between technical product development and on-the-ground course management. The interview highlighted Lightspeed’s role as more than a vendor, but a strategic partner. Marriott emphasized that the recent success of the golf division is rooted in a "startup mindset" supported by enterprise-grade infrastructure. This approach has allowed the team to remain nimble, responding to industry shifts with precision while maintaining the stability of a global commerce leader. "The goal is simple: enable success through clarity," Marriott added. "When operators have access to the right data and a streamlined process, they can spend less time behind a desk and more time enhancing the member experience." For more information on Lightspeed Golf and its latest initiatives, visit www.lightspeedhq.com/golf. Powering the businesses that are the backbone of the global economy, Lightspeed's one-stop commerce platform helps merchants innovate to simplify, scale, and provide exceptional customer experiences. Our cloud commerce solution transforms and unifies online and physical operations, multichannel sales, expansion to new locations, global payments, financial services, and connection to supplier networks.

    20 min

  6. Jan 31

    The GBT Podcast Season 5, Episode 3 – Interview between Jake Gordon/Noteefy and Golf Business Technology

    Noteefy (pronounced 'Notify') is a technology company that accelerates golf course revenue, while improving the golfer and operator experience. Noteefy's proprietary software helps courses fill more times and golfers play more, when and where they want.Co-Founder & CEO of Noteefy - the #1 demand automation platform for golf courses & resorts. Noteefy helps tens of thousands of golfers play more easily, and over 800+ golf course & resort operators fill every available tee time. Former college wrestler turned obsessive golfer (trying to get the handicap down). Background is in corporate venture, previously helping to lead the Accenture Ventures team in the Northeast US.

    29 min

  7. 12/16/2025

    The GBT Podcast Season 5, Episode 2 – Interview between Matthew Erley/Old Tom Capital and Golf Business Technology

    Old Tom Capital is an investment holding company shaping the future of golf and providing outsized returns to our investors. Our team invests across all stages and asset classes. We provide our portfolio companies unparalleled insights, extensive relationships, capital, and robust strategic resources. How we invest Domain Focused At Old Tom Capital, we focus on what we know best – golf. We invest in markets around the globe where golf is changing and growing, leveraging our deep industry expertise to drive impactful innovation and outsized returns. Stage Agnostic We adopt a flexible investment approach, avoiding rigid asset class constraints. Our investment sizes range depending on the needs of the businesses we support, allowing us to be opportunistic in finding objectively great businesses. Thesis-Driven Our investment decisions are guided by a well-defined thesis about the future of golf. We develop strong points-of-view that shape our strategy, ensuring that every investment aligns with our vision of driving the golf industry forward.

    32 min

  8. 12/12/2025

    The GBT Podcast Season 5, Episode 1 – Interview between Dan Naudo/Jumeirah Golf Estates and Golf Business Technology

    Dan Naudo is the club manager at Jumeirah Golf Estates, a leading golf and lifestyle destination in Dubai. With a strong background in managing world-class golf and leisure venues in both the UK and the Middle East, Dan brings a wealth of operational experience and a passion for creating exceptional member and guest experiences. His previous roles include senior leadership positions at London Golf Club, Fairmont St Andrews and Sindalah Golf Club in NEOM, Saudi Arabia. Now at the helm of Jumeirah Golf Estates, Dan is focused on enhancing its vibrant community spirit, expanding lifestyle offerings and further building on the reputation of the prestigious venue that hosts the DP World Tour Championship and two award-winning golf courses.

    27 min
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About

Explore interviews and discussions within the realm of Golf Technology in the Business World, encompassing topics such as AI, analytics, data, the metaverse, and beyond. This comprehensive coverage aims to assist Golf Clubs, Multi Report Operators, both public and private entities, as well as Coaches and professionals in making informed and crucial choices and decisions.

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