On December 14, 2023, we featured the evolving trends in the golf industry: A Riddle: – JJKeegan+. Six innovative PGA Professionals managing daily-fee and municipal golf courses in Colorado were selling tee times up to 330 days in advance, requiring prepayment, assessing booking fees for the privilege of advanced reservations, and charging for no-shows. The positive impact of these policies on their revenue was substantial.
In 1991, Geoffrey Moore published a compelling book, “Crossing the Chasm.” Moore argued that high‑tech products don’t move smoothly from early adopters to the mainstream market. Instead, there is a dangerous gap — the chasm — between early enthusiasts and the much larger group of pragmatic buyers. Most tech companies fail because they don’t understand how different these groups are or how to market to them.” Moore built on the classic diffusion curve and divided customers into five groups:
- Innovators – love new tech for its own sake
- Early Adopters – visionaries who see strategic advantage
- Early Majority – pragmatists who want proven solutions
- Late Majority – conservatives who adopt only when necessary
- Laggards – resist change
For decades, we’ve observed that the golf industry tends to be a laggard, with many course owners resisting meaningful change.
In recent years, however, two firms—Metolius and Noteefy—led by Ross Liggett and Jake Gordon, have emerged as forward‑thinking voices helping today’s golf course operators understand the real impact of AI, prepaid tee times, and data‑driven insights that are already moving revenue.
On April 16, 2026, they hosted a webinar demonstrating how requiring 100% of tee times to be booked online can significantly reduce labor expenses, generate additional revenue through prepaid booking fees, and why AI‑driven agentic booking may soon make traditional golf course websites obsolete.
For operators who consider themselves innovators or early adopters, downloading and reviewing this presentation could be extremely valuable for your facility. Download
