” Just finished reading all 348 pages of the 2024 Edition of “The Business of Golf – What Are Others Thinking?” in 1 day. Couldn’t put it down. Bravo! Well written and tons of business info that I can apply starting tomorrow.  Thank you again for all you do for the golf industry!”

~Kevin Unterreiner,
kevin@twincitiesgolf.com

” I finished reading your book last week and have been meaning to send you a note of congratulations. What a great book for every golf professional or anyone running a golf property in our business! It should be a required book for all PGA members and apprentices. I would have enjoyed a piece like this years ago when I first entered the golf business in 1975. The fundamentals illustrated could be used in any business, but certainly apply to the golf business. I assure you I will use the book as a reference almost daily and certainly during my staff and mentoring meetings. Congratulations on a tremendous resource guide to the business of golf.”

~Steve Friedlander, Former General Manager and PGA Professional, Pelican Hills Golf Course

“Your book is a very fun, informative read. Thanks so much for taking the time to write such a thoughtful, informative and valuable resource for the golf industry. It’s easy to see that your insights are right on-target, but actual application in the golf industry is sorely lacking. I’m planning on using a lot of your book for our strategic planning session for next year, and integrating some of the stuff you have into our own business model. Your book is a “must read” for anyone in the golf business. I can understand why Clemson wants to use it in the classroom. The knowledge the PGM students will gain from this exposure will be a HUGE benefit to them as they embark on a career in the golf industry.”

~Del Ratcliffe, PGA, President, Ratcliffe Golf Services, Inc.

“I just wanted to tell you how impressed I am with the book and all the time and effort you put towards the project. Obviously a labor of love and many years of dedicated service to the business.”

~John Cannon, President, Sunbelt Golf Corporation, Alabama’s Robert Trent Jones Golf Trail

“Have been studying your book. I think it is excellent!”

~Tony Bubenas, CGCS, Golf Supervisor, Pierce County Parks & Recreation Services Dept.

“A great book for sure! I am planning on using sections in the book for a class I teach at Kansas State University Professional Club Management. Very worthwhile statistics for students to ponder over. Keep up the good work.”

~David W. Gourlay CGCS, CCM, Colbert Hills

“Your book is a valuable resource and will pay significant dividends—not only in money made but in less time I will need to spend educating board members on why I do what I do. Your research and experience will do that job for me. First thing was to deprogram the Exec. Dir., Board Members, and Golf Professional concerning key performance indicators. For 5 years, they had been hammered with, and finally convinced that, “Revenue per Round” was the only indicator to be considered. Additionally, I used the information mid-July to demonstrate that I believed price cutting had gone too far, as evidenced by a declining “RevPar/RevPatt”.”

~Allen Parkes, Traditions at Chevy Chase, CGCS Supt/PGA Professional, General Manager

“Congratulations on the book! It is full of good information.”

~Cathy Jo Johnson, formerly Golf Courses at Incline Village Director of Golf, PGA\LPGA member

“Thought the book was great. Mainly used it as a tool to solidify my long-standing beliefs on operational guidance. “

~Scott Hiles, Director of Operations, Stony Plain Golf Course, Alberta, Canada

“You have toiled very hard and developed a valuable tool for golf owners and operators that will assist them to run more stable and profitable businesses.”

~Mike Tinkey, Former Deputy CEO, NGCOA

“Very excited about the content of your book. It covers a lot of aspects that we deal with on a daily basis.”

~Tibbe Bakker, European Golf Course Owners Association

“I found your book very enlightening. “

~Nancy Berkley, President. Berkley Golf Consulting, Inc.

“Just finished the book…it was pleasing to read someone who finally put the industry in its proper perspective.”

~Stewart Healey, President, International Golf League Federation and Handicomp

“Your book arrived today. I was stunned by it. It looks fabulous – totally fabulous. I think this book will bring great things to you Jim. Well done on bringing it to reality.”

~Colin Hegarty, Golf Research, Inc.

“The Business of Golf is an exhaustive work that brings the world of golf course management under one roof. I highly recommend it.”

~Tom Stine, Co-Founder Golf Datatech, LLC

“How many times have you heard, “Boy, I’d like to run my own golf course!” Well, before you do, or if you already do, you should work behind the counter in a pro shop, and read everything you can about the business. You can start with this book. It is well researched by someone who knows how to apply it to a wide range of golf course operations.”

~Joe Beditz, Former President & CEO, National Golf Foundation

“It is widely recognized that superintendents play a key role in the success of any golf facility. They manage the number one asset at the facility and that is the golf course itself. Avid and influential golfers overwhelmingly acknowledge that superintendents are the key to their enjoyment of the game. Owners of golf courses believe very strongly that superintendents are a key to the financial success of their golf courses. All of this point to the fact that the number one reason golfers choose a particular golf course to play is the conditioning of that course. This is clearly the value that superintendents bring to the game and the industry as emphasized in this book.”

~Mark Woodward, CGCS, former CEO of the Golf Course Superintendents Association of America

“I think it is relatively easy to be critical of a governing body and sometimes governing bodies deserve criticism.”

~Kevin O’Connor, USGA

“Jim Keegan’s comprehensive analysis of the golf business is an extremely enlightening manuscript for the golf business person. Whether you are a 35-year operator like myself, or just getting started in the golf business, each chapter is packed full of useful insight that can be used TODAY to make your golf operation better.”

~Jim Roschek, PGA, Former President, Alamo City Golf Trail

“To everyone’s benefit, especially municipally run courses where stewardship is often inherited rather than based on industry acumen, Jim Keegan has written a diagnostic and repair manual for golf courses operating at all success levels. Jim’s three-year study of our courses identified critical financial, player, technological and operational insights. With the City of Ocala not having even moderate industry expertise, Jim involved us in the formulation and implementation of the remedial steps that were necessary to keep our golf programs alive and sustainable. With this book, Jim gives generously of his time and talents by putting twenty years of up-to-date experience into a resource we can all learn from and refer to as we strive to improve and fine tune the golf experiences we offer.”

~John Zobler, Assistant City Manager, City of Ocala

“Jim Keegan’s inherent strength is his ability to recognize and understand the problems and challenges of a golf club operation, and then having the knowledge, discipline and work ethic to dive into the issues and come out on the other end with solutions. This book illustrates both his technique, and his tenacity towards solving these problems. Very useful in these trying times!”

~Phil Green, President, OB Sports Golf Management

“Jim has consolidated years of experience, and visits to over 3,000 courses around the globe, into a comprehensive review and guide to the business of golf. More importantly, he shares the tools, techniques, and best practices he has developed and repeatedly implemented to decrease operating costs, drive revenues and improve customer service. Anyone interested in accomplishing any, or all, of these three objectives is sure to find this book insightful and a valuable reference.”

~Stuart Hayden, Managing Principal, SK&C Management Consulting, former Senior Vice-President, American Golf Corporation

“Well documented, well researched—much like a great manual on golf lessons. It is our goal to become a scratch golfer in the business of golf through the lessons contained in this book.”

~Jeff Levine, Principal/Senior Vice President of Public Courses, Century Golf Partners

“This is the most comprehensive and insightful book on the golf business in print. Everyone in the business or interested in the economics of our game should read it.”

~Steve Eubanks, PGA, Author of 21 books including Playing by the Rules All the Rules of the Game, Complete with Memorable Rulings From Golf’s Rich History by Arnold Palmer with Steve Eubanks and Cindy Reid’s Ultimate Guide to Golf for Women by Cindy Reid with Steve Eubanks

“Reading this book has changed my view of how golf courses operate — and how they could operate. I’ve been looking at golf courses for 30+ years, but in the wake of Keegan’s analysis I’ve already walked into clubhouses and onto courses and see them very differently, with a much sharper eye for those vital moments of customer contact and business management that can make or break an operation. Golf has always been a great game; but as Keegan shows, it doesn’t have to be a lousy business. Owners and operators who heed to finer points of this volume will have a heads up on the competition.”

~Bradley S. Klein, architecture editor of Golfweek, author of thousands of essays and five books on golf design and the golf industry

“Jim Keegan has launched a great discussion in “The Business of Golf”. His book is informative, insightful and a ‘should read’ for everyone who wants to learn more about the golf business. For those who are active in the business of golf, there are jewels of knowledge that add great value.”

~Henry DeLozier, Principal, Global Golf Advisors

“Jim is attempting to turn what is largely a communistic endeavor into a capitalistic enterprise. Bravo!”

~David V. Smith, Chairman, Golf Projects International

“The component of a golf course that fails the quickest is the “crop.” This book provides the guidelines necessary to ensure the golf course owner as the “leader of the band” can focus on the music and turn his back to the audience (largely industry pundits) which largely serves as a distraction.”

~Tim Moraghan, former USGA Agronomist, President Aspire Consulting

“Jim has managed to take such a multi-faceted subject as the golf industry and create an understandable benchmark with which any club can measure themselves and create realistic goals to become more successful.”

~Jim Fedigan, Chief Executive Officer, Jonas Software

“Most people understand why Bars and Restaurants have a very high failure rate. Someone who likes to drink or is a good cook opens an F&B operation with no clue how to run a business. After 20 some years in the golf business I see time and again people who have a passion for the game but lack the business skills to be successful. Having a passion for the game does not make you a successful golf facility operator. This book is filled with a systematic approach to running a golf facility. Rarely do you find a complete how-to guide on running an entire operation. The Business of Golf—What are You Thinking covers everything. If you can’t turn a positive return on investment using the methods in this book, then perhaps you should be looking to sell your property to a real-estate developer (which is also covered in this book!).”

~Rick Robshaw, Chief Executive Officer, Club Prophet

“The Business of Golf provides a very structured look at the complex metrics involved in
running a successful golf course in challenging times. Along with thought
provoking anecdotes and ideas the book provides the reader with a host of real
world solutions sure to improve the success of any operation.”

~Andrew Wood, Author, The Golf Marketing Bible & CEO Legendary Marketing

“Jim Keegan’s knowledge of the business of golf is deep. Jim has brokered several businesses for me in the golf industry. There are thousands of people in the golf business, but Jim is one of the few that truly understands where and how the money is made is in the golf industry.”

~Jim Stracka, Owner of Golfnet, Stracka.com, GolfQ.com, and StrackaLine.com

“An excellent book, one of best I’ve ever seen on subject. I would love to use it…I’ve discussed it with my former boss at Methodist University, who also thinks it’s a great book. Before this book, I always had to hunt and peck for what I could teach because there are NO golf text books! Love the book!”

~Ms. Kim Kincer, Director, Eastern Kentucky University, College of Business and Technology

“The book is fascinating reading. There is much for the UK golf industry to learn from this book.”

~Gary Jackson, Business Skills Development Manager, The PGA National Training Academy Ping House, The Belfry Sutton Coldfield, West Midlands

“Great job, enjoyed the webinar. Well done – smooth with great insight. You are an excellent teacher with a lot of passion and knowledge to share. I think your book provides timely information and the necessary customer and financial analysis required to manage a golf course as a “business entity” that adds true economic value. I’m going to show it to my class today as an example of why we are reviewing accounting, reading financial statements, and marketing in my course this semester. My students will achieve great insight and knowledge of golf facilities. By using your book and case study in the fall I hope to set them apart in applying for these management positions. “

~Rick Lucas, PGA, MBA, Doctoral Student, Director, PGA Golf Management Program, Clemson University

I’m looking forward to including it in our curriculum. “

~Lew Gach, M.B.A., PGA, Academic Dean, Golf Academy of America, Myrtle Beach, SC

“I have previewed your book, J.J., and was quite pleased to see you do have many templates that are easily accessible through the PGA links as well as NGF for me to pull up. The students that I will be teaching next month will be our first graduates of the University and your book will be a great compass into the reality of the golf industry! Most are too concerned about their personal golf games and swings instead of an employer’s bottom line, but can’t we all remember our college days.”

~Donna H. White, LPGA, Keiser University – College of Golf