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For years, booking a tee time has been more complicated than it should be. Golfers jump between platforms, compare similar options, and often end up booking through whichever intermediary makes the process easiest at that moment. Clubs, in turn, give up margin and visibility, and over time the relationship with the golfer shifts away from the course itself.That structure is now under pressure, largely because of how search and decision-making are changing online.AI-driven tools are no longer limited to showing links or comparing options. Systems built into Google, voice assistants, and conversational agents like ChatGPT are increasingly designed to complete tasks on the user’s behalf. Instead of sending someone to a website, they gather availability, evaluate options, and execute the action directly.Golf will not be an exception to this. A golfer will ask for an open tee time nearby, specify a time window or price range, and the system will check live availability across courses. Once a suitable option is identified, the booking will be completed immediately by the agent itself, without the golfer ever visiting a third-party marketplace or navigating multiple booking flows.The critical detail is where that booking happens. These systems do not need to sit inside a marketplace to function. They work best when they can interact directly with the source of truth, which in golf is the club’s own tee sheet. When availability and pricing are accessible and reliable, the agent can book straight into the course’s system. No intermediary is required to take a cut, control the relationship, or repackage the inventory.That shift fundamentally changes the economicsFor years, public courses were pushed into competing on platform placement, commissions, and visibility inside someone else’s ecosystem. In an agent-driven booking environment, those advantages matter far less. What matters instead is whether the course’s tee sheet is accurate, pricing is clear, and the booking can be executed cleanly at the source. And this is where public golf courses are well positioned.Most third-party booking platforms only create value when they control discovery and execution. When AI agents handle discovery themselves and execute bookings directly against the club’s own system, that middle layer becomes optional rather than essential. Golfers get speed and simplicity, while courses retain control, pricing power, and the full value of the transaction.Responding to this shift does not require rebuilding everything or chasing new technology for its own sake. It requires getting the fundamentals right. Tee time inventory needs to be accurate and accessible. Rates need to be consistent and understandable. The booking path needs to work cleanly when initiated by a system, not just a human clicking through a website. The same thing happened when the internet first became mainstream: companies didn’t need to reinvent their business, but they did need to make sure they could be found and understood online. The parallel with AI is similar. Courses don’t need to “do AI,” they simply need to make sure their tee sheet can be read, interpreted, and acted on reliably.When those conditions are met, the direction the market is heading works clearly in favor of the course. Bookings become more direct, margins improve, and the relationship with the golfer stays where it belongs. This is not a distant future scenario. It is a structural change already underway, enabled by AI, that brings tee time booking closer to how it should have worked all along.Teemu Founder Growth Golf &amp; Country Club Miami, FL, USA

Tee Time Booking Is About to Change. And That’s Good News for Public Golf Clubs.

<h3>Most public golf courses in the U.S. aren’t struggling because of a lack of golfers. In many cases, demand is still there. Tee sheets are busy on weekends. Phones ring. The parking lot is full on good days.</h3>The issue is more subtle than that.A lot of courses are quietly underperforming because they don’t fully control how golfers find them, book, return, and spend. Over time, that gap adds up. Not in a dramatic, end-of-the-world way, but in missed upside, weaker pricing power, and increasing dependence on third parties. That’s the real problem. Not demand, but control.Most courses don’t really own their booking flow. They don’t have a clear picture of who their golfers are beyond surface-level data. And they don’t have many levers to influence behavior once a round is played. Decisions get outsourced to platforms, legacy setups, or habits that made sense years ago but haven’t been revisited.This isn’t about blaming the people running these coursesOperations and marketing teams care deeply about their clubs and their players. They keep things running, often with limited time and limited resources. But asking them to also master modern digital distribution, booking behavior, pricing dynamics, and repeat play is a big ask. It’s not what most of them signed up for, and it’s not where their strengths necessarily lie.Golfers and expectations have changedBooking expectations are higher. Patience is lower. The experience starts long before the first tee and continues after the round. If the path to booking feels clunky, confusing, or indirect, golfers simply move on. Not because they’re unhappy, but because alternatives are easy.Many courses respond to this by trying to “do more marketing.” More ads, more promotions, more everything. That usually isn’t the answer.What’s missing is clear thinking around how demand is used, how golfers are guided back, and how existing systems can be used more intentionally instead of replaced. That’s where our work usually starts.Not with software. Not with campaigns. Not with ripping anything out. Just with understanding what’s already in place, where control has slowly been lost, and how small changes can compound over time.Teemu&nbsp; Founder Growth Golf &amp; Country Club Miami, FL, USA

Where Public Golf Quietly Loses Control

A field note in response to Old Tom Capital’s white paper: Rebuilding Tee Time AccessOld Tom’s white paper is one of the sharpest takes on tee time access I have read. The opportunity is real, the logic is sound, and the diagnosis is accurate. But writing a compelling thesis is one thing. Living inside this ecosystem is another. After years of conversations with platform providers, tee sheet vendors, course operators, associations in the U.S. and federations in Europe, I can tell you the path to a solution is not the one most people imagine.<h3>The numbers are too big to ignore</h3>As Old Tom’s white paper makes clear, the U.S. public access tee time market moves more than 9 billion dollars a year in transactions, with global potential around 15 billion. Yet cancellations, no shows, and unbooked inventory leak over 12 billion dollars annually in the United States. No shows alone cost more than 1.2 billion. Fixing access and utilization would change the economics of golf, not just the convenience.<h3>What golfers actually want</h3>Old Tom listed it well. Golfers want four simple things:<ol><li>All available tee times in their area, not a partial list</li><li>Transparent pricing without surprise fees or barter distortions</li><li>Real time alerts when a spot opens</li><li>Easy group booking, including split payments and foursome coordination What they usually get is a platform that shows only a fraction of the real inventory, adds service fees on top of green fees that have already risen sixteen percent in four years, forces single-player flows that don’t work for group golf, and delivers a user experience that still feels stuck in the late nineties. Endless refreshing, clunky mobile pages, and phone calls just to finish a booking. </li></ol><h3>The orchestration fantasy</h3>The white paper argues for an invisible control layer that normalizes all inventory, protects operator economics, and gives golfers full visibility. Think Stripe for payments or Google Flights for airlines. On paper, perfect.In practice, nearly impossible.There are hundreds of tee sheet systems worldwide. GolfNow still holds outsized influence in the U.S., even if its grip is loosening. In Europe, Zest.Golf has worked for years to be the Amadeus of golf. The result is about 230 golf courses on the platform. That is not scale.Even if you convinced every tee sheet to integrate, you would still face the trust problem. Many operators are done with middlemen. They want 100% control of their inventory and 100% ownership of their customer data. And even a neutral layer becomes a risk once it grows. Mission statements change when acquisition checks arrive. We have all seen what happens when a dominant player is bought by a media conglomerate. Clubs will not sign up to recreate that story.<h3>What actually works</h3>The only credible way forward is simpler and already underway. Golf clubs are getting smarter. Their tee sheets and booking flows need to look and feel like modern consumer software, not something from the early 2000s.Make mobile the default. Remove forced account creation before payment. Let a golfer book with an email and a card in seconds. Gather profile details after the transaction, not before. Treat the booking like a sale, not a registration process.On no shows, copy what works. In Spain and Portugal golfers prepay and must cancel 48h in advance or they forfeit the fee. That policy is now standard and no shows are not a systemic issue. Those markets also benefit from modern platforms like <a data-mce-href="https://www.golfmanager.com/" href="https://www.golfmanager.com/" target="_blank" rel="noopener">Golfmanager</a>, which delivers a clean, intuitive experience for both operators and players. You do not need a grand unifying theory to fix no shows. You need clear rules and a booking flow that supports them.<h3>The Right Role for Aggregation</h3>We do not need another middleman that captures the transaction and the customer. What we need is a discovery layer that respects the chain of control.Aggregate public tee times that are already visible on club websites. Make it easy to search, filter, compare, and set alerts. Allow AI powered natural language search so a golfer can ask for eighteen holes under $90 within ten miles at 9 a.m. on Saturday. Then send the golfer directly to the club’s site to complete the booking. The club keeps the revenue and the data. The golfer gets speed and clarity. No commissions. No inventory barter.This model aligns incentives the right way. It’s not funded with barter or downstream fees that extract value from the course. It’s funded with subscriptions.Golfers get a free tier, plus a low-cost premium tier for unlimited alerts, advanced comparisons, saved favorites, group coordination, and conversational search. Most golfers will happily pay a few dollars a month for a service that saves them time, gives them better access, and actually saves money thanks to the ability to check all the courses at the same time. Clubs pay nothing, and they stay in control. And yes, there are platforms already doing this. <a data-mce-href="https://rapidteegolf.com/" href="https://rapidteegolf.com/" target="_blank" rel="noopener">RapidTeeGolf</a> are probably the most interesting player in this space. What also makes it different is that there’s a real team behind it. They do exactly what I just described, and from what I’ve understood, the AI chat is coming out in a week or two. But you’ll want to take a look already, because much of what I just described is already there.<h3>Lessons from the field</h3>The pain Old Tom outlined is real. The inefficiencies are real. But the durable answers are simpler than a universal switchboard. They come from clubs running their tee sheets cleanly, giving golfers a modern and intuitive booking experience, setting clear payment and cancellation rules, and adding a discovery layer that helps golfers find options, without hijacking the customer relationship.<h3>The bottom line</h3>The winner here will not be the flashiest marketplace. It will be the operator who understands two truths at once. Clubs must keep control of pricing, inventory, and data. Golfers must get the fastest, cleanest path from search to booked foursome on a phone.Build around those truths and you change the economics of golf for the better. Try to replace them with another centralized gatekeeper and we repeat the past.When clubs win, golfers win. And when both win, the whole game moves forward. Teemu Founder Growth Golf &amp; Country Club Miami, FL, USA

The Infrastructure of Golf Booking Is Broken, But the Fix Is Not What You Think

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