golf industry

Forbes reports on Firefly's strategy to broaden private golf clubs beyond the sport itself, repositioning them as full lifestyle destinations. The piece examines how the club model is evolving to attract members seeking dining, wellness and social experiences alongside golf, reflecting a wider shift in the private club industry.

The Golf Course Superintendents Association of America has introduced a new Spray Technician Certificate, a credential aimed at golf course staff who apply pesticides and fertilizers. The program is intended to recognize trained applicators and raise standards for chemical handling on courses. Details on requirements and enrollment are being shared through golf industry publications.

RTJ II Golf Course Architects, the firm founded by the late Robert Trent Jones Jr., has unveiled a set of course enhancements at Palmares, the acclaimed golf resort in Portugal's Algarve. The announcement highlights upgrades to the layout, though specific details of the work have not been widely reported. Golf enthusiasts and industry watchers are taking note of changes at one of Europe's notable coastal courses.

A new examination questions whether golf course operators accurately understand what golfers actually want from their courses and facilities. The discussion highlights a potential gap between management assumptions and player preferences, covering expectations around pace of play, course conditions, pricing and overall experience. Golfers and industry observers are debating whether operators rely too heavily on assumptions rather than direct feedback when making decisions.

Turf management is undergoing a technological shift, with new tools changing how sports fields and golf courses are maintained. Industry outlet TurfNet reports that advances such as data-driven monitoring and automated equipment are reshaping day-to-day practices for groundskeepers and course superintendents. The sector is increasingly seen as a testing ground for agritech innovation.

White Plains Golf Course has selected Troon, the golf management and hospitality company, to run its operations. The move means the course will join Troon's large portfolio of managed facilities, which typically brings professional agronomy, staffing and clubhouse standards under one of the industry's biggest operators. Details on the contract length and planned changes at the course were not given.

Callaway Golf Company has announced that Harry Arnett is returning to the company as Senior Vice President and Chief Brand Officer. Arnett, a familiar figure in the golf industry, previously spent years leading Callaway's marketing and brand efforts, and his return signals the company's renewed focus on brand strategy amid a competitive golf equipment and apparel market.

American Greens has announced what it calls a new concept in golf entertainment. Details of the announcement were not included in the brief release, so it is unclear what the new offering involves or when it will launch.

Golf course architect Forrest Richardson is the featured guest on Golf Business Live, an industry program produced by The First Call Golf. The conversation focuses on Richardson's work designing and renovating golf courses, and his perspective on the business side of the game. Golf industry audiences are following the discussion for insight into course design trends and the economics shaping golf facility development.