Innovations in Golf Facility Management
By Connie Capanegra, Keiser University College of Golf Instructor and LPGA Member
The golf industry is entering 2026 in a position of remarkable strength. Over the past several years, golf has experienced steady growth in both participation and popularity across the United States. According to the National Golf Foundation, more than 28 million Americans played on-course golf in 2024, marking the seventh consecutive year of growth. Including off-course participation such as simulators, driving ranges, and venues like Topgolf, the total number of participants rises even higher. This growth reflects an evolution in how golf is enjoyed, with younger players, families, and women increasingly participating in the sport.
Inclusive Culture
Golf’s culture has become more inclusive and social, with social media and YouTube channels making the sport accessible and engaging. Courses have adapted by offering flexible programs, family events, and casual formats. For golf course owners, this rise in participation presents both opportunities and challenges. Increased play means higher revenue potential from memberships, green fees, lessons, and events. Many facilities diversify through food and beverage services, corporate outings, and weddings, while technology-driven amenities like simulators help attract new audiences. At the same time, rising costs for water, labor, and maintenance, combined with staffing shortages, require careful management and innovative problem-solving.
Value of Employees
As I emphasize in both Club Management and Human Resources Management classes at The College of Golf, strong leadership and employee engagement are crucial. Recruiting, training, and retaining motivated staff are essential to delivering high-quality member experiences. Employees who feel valued are more likely to provide exceptional service, which directly impacts a facility’s success. Managers must also focus on creating professional development opportunities and fostering a positive work culture to maintain high performance across all departments.
Innovative Technology
Technology and sustainability are important tools in modern golf facility management. Digital systems allow golfers to book tee times online, check events, and manage memberships easily. Managers can use data to understand golfer preferences and make better decisions. In addition, technology has changed how golf instructors teach their students. Launch monitor technology and golf simulators have expanded the opportunities for indoor golf facilities.
Leadership in Golf Facility Management
The role of the General Manager (GM) has expanded beyond traditional duties. Successful GMs must combine financial management, leadership, and communication skills to ensure all departments’ operations, maintenance, and food and beverage work together efficiently. Understanding golfer expectations, creating welcoming environments, balancing tradition with innovation, and leveraging technology are all critical to long-term success.
Education and professional development remain vital to sustaining industry growth. Courses in Club Management and Human Resources Management prepare future leaders to manage operations effectively, foster a strong team culture, and deliver excellent member experiences. Golf’s continued success depends on facilities that embrace innovation, prioritize people, and integrate technology into their operations.
The Future of Golf Facility Management
Overall, 2026 looks bright for golf. Participation continues to rise, and facilities that invest wisely in management, staff, and technology are well-positioned to thrive. By combining business knowledge, leadership, innovation, and a passion for the game, the next generation of managers will continue to drive the industry forward successfully.
