Posts by alavoie

Chronogolf announces new club management software customer, Antognolla Golf Course in Umbria, Italy

Artboard 8 Copy 4 no cta - Chronogolf announces new club management software customer, Antognolla Golf Course in Umbria, Italy

MONTREAL, QC: Chronogolf is proud to announce that as of January 2018 it is the provider of club management software services to Antognolla Golf, located in Umbria, Italy. The company will now provide its suite of tee sheet, online booking, customer resource management, POS, mobile app, and online booking software to the prestigious golf course.

Of the recent signing, VP of Corporate Development, Matt Welliver stated “we are excited to see Chronogolf developing more and more partnerships in the European market. Because our software is so versatile we are able to quickly produce translations and provide technical support for any region world wide.” He also added, “Chronogolf is excited to continue providing our industry leading cloud based software to more and more golf operators in Italy and world wide.”

Keith Haslam, Managing Director of Braemar Golf commented, “on behalf of our client, Antognolla Golf, we were asked to simply provide a robust online tee time booking system for the development of a new website. In reviewing numerous systems, we were impressed with the simplicity of the Chronogolf system. To ensure an integrated approach with day to day operations, we opted to install the tee sheet and member management modules to ensure real time bookings with no chance of duplication. The fact they have Italian technical support and converted the system into Italian were also key factors in our final decision”

César Burguière, the new Golf Director at Antognolla added “on my arrival, Chronogolf had recently been installed to manage the tee sheet and memberships. After familiarizing myself with the system, I found it to be one of the simplest and most intuitive systems I have seen in my career. We have now taken the decision to increase the modules, adding POS and inventory management and it is fast becoming a key tool in our operation and management of Antognolla Golf.”

The recent addition of Antognolla solidifies Chronogolf’s position as an important provider of club management software in the Italian market, the company currently serves 8 courses in the region. Chronogolf will continue to develop partnerships with Italian golf courses as it moves deeper into the Italian market.

About Antognolla:

A new chapter in the history of Antognolla has begun, as the castle and estate are transformed into an exclusive international resort. Featuring a luxury hotel, one of the country’s finest golf courses, as well as a limited number of sumptuous residences, the project is one of the first of its kind in Italy.

Integrating new building of the highest standards with historic original architecture and an unspoilt natural environment, Antognolla represents a unique marriage of authentic, ancient Umbria, with ultra-modern comfort and luxury. Original historic architecture will be preserved as a key element of the development, while the new building will reflect the history, style and beauty of this exceptional place. Visit

Antognolla Golf Course is one of the most spectacular and challenging golf courses in Italy, the eighteen-holes at Antognolla feature long, cliff-lined fairways, beautiful water hazards and large, undulating greens. Conceived by renowned designer Robert Trent Jones Junior, the clever layout makes Antognolla an exciting and satisfying course for golfers of all abilities. Visit to learn more.

About Chronogolf:

Chronogolf provides innovative cloud based software and marketing solutions to golf courses ranging from online booking, electronic tee-sheet, member management, tournaments management, customer loyalty and point of sale solutions for pro shops, snack bars and restaurants. Over 450 golf courses trust Chronogolf as their software provider across the world. Chronogolf is headquartered in Montreal, with offices in San-Francisco, Vancouver, Toronto, Milan and Paris. Visit for more information.


Matt Welliver – VP Corporate Development


Golf Club Management: 12 Key Performance Indicators for the Pro Shop

It’s time to understand where your golf club management strategy could improve.

When your course isn’t at the top of its game, it’s easy to blame the uncontrollable factors that influence its performance. The good news is that golf club management can improve its performance substantially by focusing merely on the factors that are within their reach.

With modern pro shop POS technology it’s possible leverage your data to gain new insights and reach your  full potential. Leveraging data means making the right decisions to achieve optimal inventory performance, employee performance, and financial performance. In order to do so, your decisions need to be based on key performance indicators that when all interconnected together tell a complete story of the overall performance.

There are 12 key performance indicators that can be broken up into 3 sections:

Managing Financial Performance

  1. Total Sales

Knowing how well all products are selling is an obvious number that all golf managers should be looking at. Your POS should able to quickly produce this high level key performance indicator to tell the overall health of your pro shop. 

  1. Gross Margin 

It’s absolutely crucial that golf club management understand exactly how much money they are making of each product and product category. Your inventory should consistently perform well on this metric so make sure you are on top of this KPI

  1. Net Margin

By looking at the overall margin on your total sales you’ll understand how profitable overall. If performance is lacklustre you can quickly diagnose the problem by starting here. 

golf club management KPI's

Managing Merchandise Performance                                  

  1. Sales by Category

If you’ve added a new category of products this year or if you’re not sure whether an old category of products is performing well with your current audience take a look at this KPI. This metric determines whether customers responded to a new category of offering or not. Your POS should be able to easily produce this metric little to no headache.

  1. Stock Turn

Your stock will turn over at some point so it’s crucial to know when and how often it does. Knowing how many times it turns over during the year informs purchase order behaviour and can also give some indices regarding seasonality and customer buying trends.  

  1. Gross Margin Return on Investment (GMROI) – How effective is my inventory at generating cash flow and profits?

There are some calculation involved here but this metric is crucial for determining how profitable your inventory truly is. This case study explains how to calculate GMROI and use it with data collected by your POS .                                   

  1. Sell – through

Analyze sell through as monthly report to understand much stock has sold. This metric can help with organizing purchase orders and understanding seasonality while showing which products are performing well.

  1. Weeks of Supply – How much do I need to buy or markdown?

The inverse of sell through, this metric explains how much you have left in stock and is the most crucial metric when organizing purchase orders. Modern POS system are able to produce these numbers automatically and provide clean, easy to understand reports on these metrics.

golf club management strategies

Managing Employee Performance

  1. Sales Per Hour – What are the busiest store hours?

There’s nothing more frustrating than losing potential customers to a long wait or a lack of service technician. Collecting time stamped data with your pro shop POS will ensure that your pro shop is never understaffed. 

  1. Sales Per Employee – How well are my employees doing on the sales floor?

One the most difficult aspects of golf club management is the human aspect. There’s no doubt that making sure your pro shop sales floor is performing is a difficult and time consuming task. If your pro shop POS stores data on employee sales you should be able to generate the metric and inform your staffing decisions.

  1. Units per Transaction (UPT) and Average Transaction Value (ATV)

Every transaction has a value and sometimes your pro shop staff don’t get the full value out of a customer. Understanding how often your pro shop staff succeed in up-selling a customer. If your POS tracks data effectively you can easily generate this metric to determine what items are typically found in larger baskets and how good your staff is at bundling products for each sale.

  1. Payroll Percentage

Sometimes golf club management doesn’t get it right it comes to having the right amount of staff in the pro shop. This metric shows whether your staff is too much of a drain on revenue depending on the level of inventory you have in stock. If you have a lot of staff and not much inventory what is the point of keeping so many employees on the payroll? Gathering this kind of data from pro shop POS will help you make better staffing decisions. If you need to cut the payroll down, consider using automated POS kiosks elsewhere in your golf operation.

golf club management

These metrics act like levers for your business. You focus your efforts on one, and several parts of your business react. If you want metrics that will make a real difference, you need to think of them as inter-related, a complete whole that shows how well your business functions.

Want to understand how to apply these KPI’s apply to your golf club management strategy? Download the white paper to get in-depth analysis and a case study regarding the impact and calculation of each of these 12 key performance indicators.

Learn how to apply these KPI’s apply directly to your golf management strategy

White Paper The Ultimate Guide To Proshop KPI - Golf Club Management: 12 Key Performance Indicators for the Pro Shop

Download the White Paper

Managing a pro shop is a blend of art and science. Sometimes you need to go on instinct; sometimes you need to look at the numbers. These metrics are tools to help make the most rational decisions to further reach the full potential of your pro shop.

See how our software helps your golf course rank online better
Get an in depth look into our innovative golf club management software suite

6 Golf Marketing Strategies for Better Results on Google Search

Do your golf marketing strategies take Google into consideration?

Are you worried that your website is not showing up when prospectives golfer searches for tee times in your area? Golf operators are noticing is that when it comes to search results, online tee time distributors are very good at getting their websites near the top of every golf related query. A lot of courses are battling for real estate on Google, they too want to rank for the keywords golfers typically use to search for tee times in your area. So, between the online tee time aggregators and all the local operators there is a ton of competition to rank higher on Google searches. If you want to rank higher, now is the time to develop golf marketing strategies that will finally get your website ranking better than the competition.

Massive tee time distributors usually have a very high search engine ranking since they have such huge websites and invest hundreds of thousands of dollars into search engine optimization (SEO). This means that a search for a round in your area will likely display their website above your course in the search page result. If you partner with the distributor it’s not necessarily a bad thing since your course will still appear on the distributor’s website. However, it’s always better to rank higher than the distributor you work with so you can encourage online bookings directly on your tee sheet, instead of through an aggregator. Not to mention that a higher search engine rank puts you ahead of the competition.

If you’re afraid of these fancy terms like SEO don’t worry! Check our top 6 golf marketing strategies that will get your website ranking higher on Google.

golf marketing strategies

1. Make sure your website is well designed

Google can tell whether your website is designed according to best practices and standards. If your website does not adhere, you’re telling Google that your operation is inferior to other websites that sell tee times online. Use simple web design tools such as WordPress and you’ll be able to ensure that the content on your website adheres to current SEO standards. 

We understand that optimizing websites and making sure modern web design standards are being respected is difficult and time consuming. Thankfully there are golf marketing agencies out there than can bring your website into the 21st century for very reasonable pricing. These agencies are experts in crafting user friendly websites that follow Google’s standards, enhance your golf marketing strategies, and are guaranteed to rank better on Google searches.

golf marketing strategies for websites

Get a well designed website like this. 

2. Publish content regularly

To improve rankings on Google your golf course needs a blog that publishes posts regularly. By investing in a small golf blog you can engage your audience with content, create a channel for online promotions, and develop a larger following. Blogging tells Google that your website is an important place where golfers can find meaningful information. Proving that your website is a credible source of meaningful content will tell Google’s search engine algorithms to put your website in front of more people when they search for green fees in your area.

Ask whoever developed your website if they can add a blog page and then recruit your smartest, thought leading employees to write golf related content that will impress your audiences. Even a simple post about upcoming events at the clubhouse or a recap of last week’s tournament can do wonders for nurturing your customer relationships, promoting your golf course online, and improving search engine result rankings.

golf marketing strategies for blogs

Get serious about making content for your audience.

3. Have a social media presence

We can’t stress enough how crucial it is for your golf course to be present on social media. Social media can reach a large yet specific audience over many channels like Instagram, Facebook, and Twitter. In 2018 you absolutely cannot skip this free and far reaching golf marketing tool. If you yourself are not very tech savvy, there no reason a young person working at your course can’t handle the social media accounts. Don’t worry right away about paying to extend your reach, learn what kinds of posts work well with your audience and then pay to promote ones that get the best engagement. Sharing content with your organic (free) channels are an excellent way of generating interest and clicks towards your golf course

Using social media not only puts your course in front of a larger audience, it also improves your search engine results since Google is able to register traffic from social media to your website. Using social media is a further means of proving that your course is a meaningful online community that provides quality information to golfers. Plus, if your making blog content you now have a great new channel to share all of those blog posts you worked so hard on.

golf marketing strategies for social media

There are so many channels for promoting your golf course online.

4. Register your golf course on Google Maps

Okay this one’s pretty easy. You just have claim the business through Google, chances are they already have your course listed with limited information. All you have to do is prove you are the owner of the business and then provide detailed information about the course, opening hours, and a few pictures. Now your golf course is much more likely to show up when people search for tee times in your area and when you do show up they’ll find detailed information about your facility.

Take this a step further and make sure your business is registered on Bing, Yahoo, and Facebook too. These golf marketing strategies of increase your footprint on the web and are crucial for making it easier to search for your golf course online and ultimately improve your rank in search results.

google golf marketing strategies

These guys are getting it right, claim your course to get better search results.

5. Encourage online reviews 

This one seems pretty obvious but many golf operators are not actively pushing for more online reviews of their facilities. Google can tell if your course is receiving favourable reviews on Yelp and other entertainment websites. These reviews directly determine how Google ranks your course in search queries so it may be time to consider encouraging your customers to review your golf course online. Getting favourable reviews on these websites can get you a ton of visibility and credibility in the eyes of someone searching for a round of golf in your area.

A few ways to generate reviews of your operation are to encourage your top 10 most loyal customers to post a review of your operation. You can also put up advertising displays that encourage online reviews around the pro shop and restaurant. Online you can promote reviews from your social media and blog channels. Once you get a few customer reviews on your golf course don’t forget to reply to their comments!

yelp golf marketing strategies

These guys haven’t claimed this profile, look at all the information that is missing!

6. Ask for help!

If your golf operation is in a very competitive space and you are still struggling to rank online you may need find outside help. There are many media agencies that are experts in SEO and know how to optimize your website exactly to Google’s standards. This usually requires a significant investment but the ROI can be substantial if you course is operating in a competitive area where online search is a popular method of booking tee times. Golf courses that rely heavily on tourism in areas like Hawaii or Mexico serve as examples of operations that must invest heavily in SEO to attract online golf reservations.

If your golf course doesn’t have the means to hire outside help there are many resources online to help the average person understand how SEO works and golf marketing strategies to improve it. Check out for a ton of advice on improving SEO and driving more traffic to your website.

See how our software enhances your golf marketing strategies.
Get an in depth look into our innovative golf course management software suite

Golf Marketing 101: How New Technology Changes the Entire Strategy

Not sure what golf marketing should look like in the 21st century?

Don’t worry, we’re here to clear up any confusion you might have. Over the years we’ve learn’t a lot about golf marketing. So, let us share some of the insights we’ve learned from our industry partners, customers, and our own experience as a new golf management software provider.

It’s not an easy task to market a golf course anymore. Non-digital costs are extremely high and only produce mediocre results. Online advertising space is becoming more and more expensive while organic search results are getting harder to show up on.

The big aggregators take up a ton of marketing space these days too. Golf operators often feel forced to rely on barter sites as their primary marketing tool. These operators concede that investment in a self directed marketing strategy is a waste of time and money. 

We want to prove that golf operators don’t have to feel trapped. In fact, we believe tons of marketing opportunities exist if you use a little creativity, solid data analysis, and comprehensive club management software.


Are you stuck in a rut when it comes to your golf course marketing strategy?

Start marketing your golf course to millennials.

For the golf industry, millennials have been an elusive group. There are a few theories as to why: some operators say that younger audiences don’t want to play the game and that golf is a dying sport, while others believe that millennials just don’t like playing their golf course. Either way, a trend exists where most golf courses don’t offer anything at their facilities with millennials specifically in mind. 

The reality is that millennials actually do enjoy playing the game now more than ever. So, golf courses need to consider the lifetime value of winning millennial customers since these young golfers will be playing for a long time.

It’s seems like a simple concept, but many golf operators miss it: if you want millennials to play your golf course you need to cater your operation towards them. Here are a few concrete golf marketing strategies we’ve discovered that will help your golf course reach this young demographic.

golf marketing millennials

Mobile, mobile, mobile!

On average, millennials spend upwards of 5 hours per day using apps on their smart phones. Interestingly about 8% of those 5 hours is spent in the phone’s browser and the rest goes to mobile app usage. This means that millennials who want to play golf will not be looking to book a round on your website. Instead, they’ll search for tee times on apps they installed directly on their smart phones.

golf marketing stats

Millennials are extremely comfortable on their cell phones and are willing to download apps if they genuinely believe it will enhance their experience. Automated curb side check-in is one mobile app feature that is sure to enhance the player experience. Imagine how much you can empower your golfers by giving them the ability to check themselves in from the parking lot instead of at the front desk. Millennials demonstrate a preference for automated processes and prefer to skip the line to check themselves in. Not only does curb side check-in make the experience of playing your course unique and interesting, it also cuts front line staff costs!

Want all the benefits of a mobile app at your course?

golf marketing app

Sign up for our mobile app pre-order here!

Make tee time booking a social platform

Another powerful advantage of using a mobile app is the ability to implement a social booking platform. You can drive a lot more reservations by giving your players a social profile that includes handicap, preferred playing partners, and historical scores. A good mobile app should provide users with an ideal tee time and the golfer’s preferred playing partners when creating a reservation. With mobile apps, it’s so much easier to expedite the booking process and delight customers with an optimal reservation.

golf marketing app

The most incredible part about having your customers use a custom mobile application is that mobile apps give you so much control over your audience. Mobile apps create a very powerful marketing channel since they allow you to send push notifications for reminders, promotions, and course related updates. Now, you can get marketing real estate directly on the front of your customer’s smart phone. This quality of ad space is coveted by marketers because it is known for encouraging a higher than average engagement rate.

Encourage a creative and fun culture

Has your golf course ever been accused of being too old school? Too often managers in the golf industry are resistant to making changes to golf course policy or updating menus and pro shop offerings. Unfortunately, to rejuvenate your golf course you need to try new things. Chances are millennials want fun events, menu items, golf products and apparel you might not even know about yet.

There are a few ways to update operations at your course and golf management technology can help. You can collect data through your POS and detect what items resonate well with your audience. You can segment your data base and nurture the younger players who frequent your course. Plus, you can even integrate your golf management system with customer loyalty software to make nurturing even easier. If you’re looking for ideas, check out this list of 12 things millennials want at the golf course.

golf marketing fun

Sell uniqueness and experiences

At the core of your golf marketing philosophy, you need to understand that millennials want unique experiences. You don’t want them to feel like they’re merely playing at a copycat version of their parent’s country club. Don’t tell your younger audiences that your facility is just another place to play golf. The rewards are massive if you make your course a unique experience for newcomers. The best part is that they’ll keep coming back to get that same awesome experience over and over again.

golf marketing millennials

Modern golf management technology enhances your marketing at every level.

Golf managers who aren’t stuck on a legacy system know this: modern golf management technology gives you the power to regain control over your customer base, capture crucial data, generate excellent reporting, and utilize the best golf marketing tools available. Best of all, cloud based systems update themselves automatically so you don’t have to constantly keep buying new software. Instead, cloud based golf management systems are built up over time with your feedback in mind.

Data is the number one golf marketing tool

When golf courses aren’t benefitting from the power of data analysis, they miss out on the ability track how customers interact with their business. Modern technology now lets you track touch points across every single part of your operation. These touch points provide important insights that can directly inform business decisions. If you collect data from your CRM, online bookings, pro shop POS, restaurant POS, mobile app, email marketing, customer loyalty software and accounting software you’ll know:

  • Who is booking when

  • Who likes playing with who

  • Brand preferences

  • Product category preferences

  • Spending habits

  • Who is most loyal

  • Who is slipping away

  • Deeper segmentation of your customers

Knowing absolutely everything about your entire customer base is so important for honing your marketing angles, choosing marketing channels, and iterating your strategy. If you know your customer intimately you can craft the perfect message and deliver it at the perfect time. Ultimately, you’ll drive more reservations and purchases at the pro shop and restaurant because your messaging stuck and was meaningful.

new workspace mockup 1 - Golf Marketing 101: How New Technology Changes the Entire Strategy

Integrate your operation with the best software on the market

If you work in a cloud based system you can take advantage of its open API or Application Program Interface. Cloud based systems with open API’s are capable of integrating with a vast number of cloud based software companies. Systems like this can integrate with some of the best software available, including awesome marketing tools like Mailchimp, Lightspeed E-commerce, and Dynamic Revenue Services.

golf marketing integrations

Making use of  integrations is like having a team

of 100+ specialized developers at your finger tips. 

Get golf management software that’s built with marketing in mind

Modern cloud based golf marketing software is tailored for the daily marketing needs of golf operators. Tee sheet software is now able to broadcast promotions and messages directly to your Facebook audience. Since social media is all about being consistent, use your tee sheet software to ensure all promotions and messages make it to your Facebook page.

In the old days, promotions and discounts were only offered through print ads and flyers. These aren’t necessarily bad channels. With modern golf management software however, print ads can easily be enhanced with memorable promotion codes for redemption when booking online. Now, you can promote your website and mobile app while also tracking the success of any print ad you publish.

Best of all, modern cloud based club management software permits promotion of green fee deals online with ease and efficiency. Now, golf operators enjoy a greater degree of control when deciding when and where to discount tee times. Deal promotion is especially effective when a user friendly booking widget exists directly on the front page of your golf course’s website.

Golf marketing promotion online

Get your golf course ranking highest on Google search.

With so much advertising space being taken up by tee time aggregators it has become very difficult for golf courses to rank on local searches. If you’re not satisfied with your search rankings, you can take a few actions when trying to rank better online:

  • Make sure your website is well designed

  • Have a social media presence

  • Publish content on social media and your website regularly

  • Register your golf course on Google maps

  • Encourage online reviews of your facility

It’s okay if you still aren’t sure how to get your course ranking better on Google. To help, we broke down search engine optimization or SEO in this handy post: 5 Golf Marketing Strategies for Better Results on Google Search. 


Marketing tee times with an aggregator.

By now you’re probably wondering, “what about online tee time distributors? Are they still important?” There’s a lot of negative perceptions in the industry right now, many operators feel mistreated by these massive companies. We hold that tee time aggregation isn’t necessarily a bad thing. In fact, we believe that working with an aggregator that respects your local audience and allows you retain control over your customer base can be an absolutely crucial marketing channel for your golf course.

It’s all about give and take, a prospective tee time aggregator should adhere to a mutual exchange model. This simply means that every tee time you give up gets you something in return. What’s so appealing about tee time aggregators is that they get your golf course in front of a large audience. However, golf managers need to realize that the right audience is searching for tee times locally. There’s a major disconnect here. A lot of big distributors don’t focus on local areas unlike some of the smaller tee time distributors. Online tee time marketing works best when you choose an aggregator that focusses on local markets and tour operators. 

What’s becoming more important in the golf industry now are self directed marketing strategies. It’s time to stop relying solely on tee time aggregators to do all the marketing for you. At the end of the day, the big guys are only focused on pushing their brand and selling deeply discounted tee times that cannibalize green fee revenue. 

golf marketing tee times

Where to start when it comes to marketing your golf course.

We’ve unpacked a lot of technology in this article. There’s no doubt that there are lots of opportunities to take your golf marketing strategy to the next level. You may feel a little overwhelmed and maybe you’re asking yourself whether it’s feasible to implement any of this.

The good news is that for the most part, implementing these golf marketing practices is not that difficult. Modern golf management software helps with automating so much of your marketing efforts. Hopefully that’s relieving since we know golf managers don’t have a lot of extra time to run marketing campaigns. That’s why boosting marketing efficiency with automation is the best way to ensure you are maximizing reach.

Start by taking an audit of all the marketing activities you currently engage in. To know where you’re at, ask yourself these questions:

  • What marketing activities are generating ROI?

  • Are there better ways of determining ROI?

  • What are the most time consuming marketing activities?

  • What channels have the best and worst reach?

  • Has the golf club taken any meaningful action to reach millennials?

  • Do we know our most and least loyal customers?

  • How do we reward or re-engage them?

When you come up with good answers for these questions you’ll be able to determine what your marketing needs are. Make an effort to regularly audit your golf marketing strategy and then commit to iterating. Whether you choose to adopt new technology or update course standards, get a clear idea of the audience you’re trying to reach. It takes time to find that perfect marketing mix but when you do you’ll be more effective at reaching your audience than ever before.

See how our software reaches millennials
Get an in depth look into our innovative golf course management software suite

How to Reach Millennial Golfers: 12 Things They Want at the Course

millenialsheader 1 - How to Reach Millennial Golfers: 12 Things They Want at the Course

Golf operators are struggling to attract millennial golfers to their courses. This not a new challenge: changes in technology, millennial culture, and the internet have left directors scratching their heads when trying to understand what younger golfers really want.

Attracting millennials means looking at your golf operation a little bit differently. To understand what young players want it comes down to updating technological features, rethinking course culture, and choosing better product offerings. So, what golf marketing actions can you take to get millennials on your greens? Here’s a helpful breakdown of 12 simple things millennial golfers are looking for when choosing a golf course to play at.

1. A smart mobile application

Millennials want to easily book tee times online through their smart phones. Encourage your golfers to book more rounds by making use of an accessible app that shows their golf history and seamlessly connects them with preferred playing partners. With a mobile app, you also get an incredibly powerful marketing platform that allows you to send push notifications, discount green fees, and promote offers directly to the user’s smartphone. Millennials live on their phones so don’t sleep on the opportunity to truly engage your younger clients where they’re most comfortable.
millennial golfer mobile app

For what it’s worth, we think our mobile application is pretty snazzy.

2. Automatic mobile check-in

Let’s take the mobile app concept one step further with curb side mobile check-in. This feature allows a golfer to check in from the parking lot upon arrival, walk on the course and tee off without speaking to even one employee.

This is an opportunity to cut frontline staff costs, but it also effectively addresses how millennials want to experience customer service. It’s not that millennials don’t like customer service, they simply prefer to receive it when required rather than being forced to deal with a clerk upon arriving at the golf course.

 millennial golfer mobile check in

You’ll never need to check anyone in ever again!

3. Interesting restaurant options

Complete experiences are crucially important for millennials. An amazing round can be quickly tarnished by a mediocre experience at the restaurant. If your golf course is truly awesome, and we’re sure it is, your restaurant better reflect that. Look for ways to test new menu items: hire a chef who understands what millennials desire and look to internet culture to understand what kind of food trends they’re talking about.

Once you’ve tested some new ideas, you’ll be able to measure what items were hits and which ones got the thumbs down. To do all this you’ll definitely need a good restaurant POS that can track data, link purchases to customer profiles, and provide detailed reporting.

millennial golfers instagram food

If your food rocks they’ll share it on Instagram!

4. Self serve POS in the restaurant

While we’re talking about the restaurant side of your operation, it’s worth pointing out the many benefits of using a self service kiosk. Empowering customers to enter their own orders eliminates the risk of miscommunication with staff, and the kitchen receives more accurate tickets. Streamlining the ordering process will help to cut frontline staff costs, but it will also give servers more time to master the menu and better inform all customers.

It’s well known that Millennials like the efficiency of self serve kiosk ordering, one study showed that 96% of 18-34 year olds say that having a self serve kiosk at a restaurant is a benefit. With modern advances in cloud based POS systems, golf operators can now access technology that once was only available to airports and big box retailers. 

millennial golfers like kiosk pos

The future is here, make ordering hassle free!

5. Craft Beer

Here’s a quick and easy one: millennials love craft beer! Stocking a few household beer brands just doesn’t cut it any more. Offer a better of selection of beers and make sure your staff are connoisseurs of the new options. We’re sure that customers will love testing your new selection!

Again, when trying new items at the bar we recommend tracking sales and purchases with a good POS. You should make sure that the new beers you are introducing are actually selling, so make sure you track every possible data point.

millennial golfers love craft beer

Beer taps for miles, they’ll want to try every single one!

6. Make club house culture more fun

Unfortunately, golf is still seen as an activity for old people; the sport has an air of seriousness which can push younger clients away. We recognize that golf is rooted in tradition, but you can certainly try and freshen up the atmosphere at the club!

Put some real thought into the way your facility presents itself to younger groups, and put yourself in their shoes in order to understand what they might want out of an experience at your course. Look no further than the Waste Management Phoenix Open (and the raucous coliseum atmosphere of the 16th hole) for an example of how catering to younger sensibilities can be incredibly profitable!

16scottsdale 990x556 - How to Reach Millennial Golfers: 12 Things They Want at the Course

Make your customers feel like rockstars.

Not sure how to bring your golf course into the future?

millennial golf operator

Download the white paper

7. Ditch the formal attire

Stuffy, outdated dress codes imposed by many courses will only continue to put off millennial golfers. Millennials are all about self expression and when you limit them, you risk alienating them. Moreover, golf fashion has evolved! It’s ok to ditch the “no slacks, no play” mentality – Air Jordan golf shoes are worn by multiple PGA Tour players, so you can loosen restrictions, too.

Of course, your older members can continue to dress in the manner to which they are accustomed, but the younger generation should be allowed to feel comfortable at the course. Adopting a fresh policy on golf attire will also allow you to stock your pro shop with new threads from the game’s growing brands, building your credibility (and sales numbers) amongst your millennial clientele!

millennial golfer fashion goals

Fashion goals.

8. Let your golfers play music on the course

Sharing music with your friends is fun, and young people do this all the time through Spotify and Apple Music. With music streaming so prevalent these days, it’s not a bad idea to allow clients to play music (at a reasonable volume) on the course!

Not only will it help your players create memorable experiences, but it can be used as a marketing opportunity – your course could be the first to have an official Spotify playlist, perfectly curated for the links!

millennial golfers music

Check out this cool bluetooth speaker that fits perfectly into any golf cart.

9. Stop selling only 9 and 18 hole rounds

Millennials have short attention spans, they might not have 4-5 hours to spend golfing on their precious days off. But that doesn’t mean they don’t like the sport! They would just prefer to play fewer holes and then head to the bar for a drink. Depending on your hole configuration and relative distance to the clubhouse or halfway house, sell “rounds” in 1, 2, or 3 hole packages! You’ll see people coming multiple times a week to play their favourite stretches of the course and to hang out at the lounge, increasing enjoyability and helping your bottom line.

pink flamingos golf time large clock rae54c7dc3b864dcaa50b34dce46a87fa fup13 8byvr 324 - How to Reach Millennial Golfers: 12 Things They Want at the Course

Time is of the essence! Millennials just want to have fun.

10. Empower millennial golfers to play with their ideal partner

Golf is a game that was designed to be played with friends, young people especially value this. You can encourage more bookings by using software that tells millennial golfers when their ideal playing partners are available to play. When you collect good data and apply simple artificial intelligence software in combination with mobile and online booking, it’s suddenly possible to promote optimal tee times through mobile app and email marketing.

Brookhaven Country Club Dallas TX junior golfers 960x410 rotatingGalleryFront - How to Reach Millennial Golfers: 12 Things They Want at the Course

Playing with your friends is what it’s all about.

11. See your golf course as an interactive experience

Every part of your operation should be designed to create an experience. Ideally, everything at your course should reflect each other in terms of ambience and atmosphere. Golf is a form of entertainment and that’s why clients come to your club house! By creating a complete experience you’ll leave an important and real memory of what visiting your golf course is like.

One way to increase your course’s interactive appeal is to add more entertainment options in the clubhouse. People love using golf simulators at the bar (especially in the off-season), attending events like glow in the dark golf night, and using fun amenities like golf boards. There are several options that can make your facility the go-to choice for fun both on and off the course! 

Golf Board Pic - How to Reach Millennial Golfers: 12 Things They Want at the Course

For real, these look so fun.

12. Drive online sales by using the Pro Shop as a testing centre

Millennial golfers like trying out products in person but often they are more inclined to buy online. Many courses are losing to internet giants like Amazon or used golf equipment resellers. One way to fight this is to introduce an e-commerce platform for your pro shop. Launching an online retail presence for your pro shop allows younger customers to try out products in person and then, when they’re ready, purchase online.

Plus, if you collect good data on your customers you can capture their product and brand preferences. By capturing that data your e-commerce can provide smart, well timed, preference specific advertisements that are much more likely to close a sale. When it comes to competing with online giants like Amazon, quality data will serve as your principal advantage – you will know know your audience far better than they do.

pfc 6 - How to Reach Millennial Golfers: 12 Things They Want at the Course

Take the pressure off and let your golfers decide when they want to buy.

See how our software reaches millennials
Get an in depth look into our innovative golf course management software suite

The Golf Operator of the Future Conference Recap

futur gm graphic copy - The Golf Operator of the Future Conference Recap

Last week as part of our exhibition at the 2018 PGA Merchandise Show, Chronogolf hosted the Golf Operator of the Future conference. The goal of the conference was to provide an overview of all the new technology our panelists believe is changing the face of the golf industry.

The conference was very successful with over 60 people attending, not including the live stream we shared on our Facebook page. We think the panelists did an excellent job and we thank each of them for their significant contributions!

Check out the livestream of the conference here:

Missed the conference and want to know how to update your golf course?

Download our free white paper The Golf Operator of the Future!

update your golf operationDownload the white paper


Our awesome panelists covered a wide range of important topics, see a recap for each speaker below:

Merchant discussed the new face of tee time marketing and why marketing channels are changing in the industry. This included advice on taking control of all available marketing channels by applying Search Engine Optimization and Search Engine Marketing strategies. As well, Merchant dismantled myths around third party tee time marketing and discussed why there are still win-win’s within the tee time aggregation market.

Lindsay covered various strategies for collecting and analyzing data on customers. He also discussed why mobile applications combined with good data can create exciting new marketing opportunities. 

P1080517 - The Golf Operator of the Future Conference Recap

As the owner of a mobile app company that designs custom apps for golf courses, Wilson understands why enhancing the experience of golfers relies on integrating a mobile application into every interaction at the golf course. Wilson outlined why mobile applications are able to enhance the customer experience from booking to relaxing after the game. He also explained why smart mobile applications are an incredible new channel for automation with respect to day-to-day management activities and marketing communications.

Matt Welliver is a tee sheet software industry expert who knows why cloud based computing has revolutionized the industry. Welliver explained how a cloud system constantly uses the most up to date technology since the cloud allows for quick deployment of updates and new features. Welliver also detailed why cloud based computing supports an open API which permits golf courses to use best of breed software. Finally, he capped of his presentation by explaining why automation is key for attracting more millennials, how customer service is becoming more automated, and why that’s not such a bad thing.

Thanks to everyone for making it a special event and we look forward to seeing everyone again next year!

golf operator conference

Schedule an in person demo today!
Get an in depth look into our innovative golf course management software suite

EPISODE 6 With Sanjay Chopra

matt welliver cognistx ai interview   cognistx ai founder

This week Matt Welliver hosts Co-founder and CEO of Cognistx AI, Sanjay Chopra.

Sanjay offers expert insight into Artificial Intelligence (AI) applications for the golf industry. Together they discuss recent advances in AI technology and why Business Intelligence (BI) is crucial for supporting AI applications. Sanjay also discusses how AI technology has become affordable for golf operations and why AI can drive more pro shop, green fee, and restaurant sales.

AI applications discussed include:

  • Smart mobile applications
  • Collecting good data
  • Leveraging business intelligence
  • Smart promotions and offers
  • Cross selling restaurant items
  • Understanding player preferences
  • Determining analytical objectives

Welliver and Chopra also break down strategies golf courses can use to gain better customer insight, enhance player experience, and streamline marketing operations.

About Sanjay Chopra

Sanjay Chopra is regarded as an expert in the field of Artificial Intelligence. After selling his last AI company to Google he co founded Cognistx AI with the goal of providing artificial intelligence applications to a wide range of industries, including the golf industry. Aside from his success in the AI field, Chopra is an absolute golf nut. His love for the game is what drives him to develop strategies for golf operators wishing to harness the power of AI.

Learn about the incredible work Cognistx AI does at!

Subscribe to our Golf Industry Podcast
Don't miss out on any episodes! Subscribe to our podcast and get instant updates as new episodes are released.

Read more

Walters Golf Management To Use Chronogolf Software Solution

walterxchrono - Walters Golf Management To Use Chronogolf Software Solution

Montreal, QC: Chronogolf is proud to announce its latest partnership with multi course operator Walters Golf Management. The St. Louis, Missouri, based company has now switched to the Chronogolf club management software solution.

Of the recent partnership Aaron Gleason, Principal and Corporate Vice President of Walters Golf stated, “We made the decision after years of research and based our decision on a couple of key factors. The openness of their platform will allow Walters Golf to seamlessly integrate their revenue management and dynamic pricing tools powered by Dynamic Revenue Services.” Gleason went on to add, “the robustness of their product to work in all facility types and multi-course feature capabilities made the decision easy for us” 

“Chronogolf’s philosophy is unique amongst other solutions in the market.” says Matt Welliver, Vice President of Corporate Development. “Leveraging best of breed products allows Chronogolf to focus its development on being the best golf product in the market along with developing advanced functionality for multi-course operators (MCOs) to centralize marketing and day to day management of customer databases, inventory and loyalty programs.,” added Welliver. 

The Walters Golf Management Group is amongst a number of MCOs currently served by Chronogolf. The company serves a wide range of MCOs, from operators who manage a handful of courses to full-scale 50 course operations. Since many of these operators have made the change to Chronogolf recently, the company is striving towards becoming the preferred provider of technology solutions to all MCOs. The company looks forward to developing meaningful partnerships with more MCOs in the future.

For any inquiries or questions please contact Matt Welliver at:

About Chronogolf:
Chronogolf provides innovative cloud based software and marketing solutions to golf courses ranging from online booking, electronic tee-sheet, members management, tournaments management, customer loyalty and point of sale solutions for pro shops, snack bars and restaurants. Over 400 golf courses worldwide trust Chronogolf as their club management software provider, to date. Chronogolf is headquartered in Montreal, with offices in San-Francisco, Vancouver, Toronto and Paris.

For more information, please visit