About smbGOLF
smbGOLF is led by Mike Hendrix. He reviews golf technology, interviews the people building it, and advises the owners associations whose members buy it. That’s the view you get when you work with us.
Golf’s Leading Voice in Digital Hospitality · Upper Arlington, Ohio
Who we are
smbGOLF helps golf courses improve their golfers’ digital experience. We consider the full path a golfer takes — from Google search and AI-powered discovery to website visits, tee time booking, reviews and more.
Our work is practical, measurable, and built specifically for golf. We help operators identify where golfers are finding friction, where revenue may be leaking, and where better Digital Hospitality can create a stronger guest experience.
We also help golf technology companies go to market. We manage the largest independent dataset of golf course technology usage in North America — Coursographics — and pair it with HubSpot services, sales enablement and go-to-market support.
Above all, we believe small and mid-sized golf businesses deserve the same advantages as the largest players in the industry. That’s why smbGOLF exists — to make technology work for golf, not the other way around.
Golf courses tracked in Coursographics
Technology options for golf courses
Years in golf technology, sales and operations
Core beliefs that guide every engagement
Core beliefs
Golf course technology should make the golfer experience clearer, easier and more trustworthy. These beliefs guide the way smbGOLF helps courses improve their websites, booking paths, digital presence and business decisions.
We believe your website should be the primary source of truth for every golfer question, every time.
We believe every possible customer should be guided to your website before an app, marketplace, or social profile.
We believe most golf course websites are under-optimized, which creates an excellent opportunity for improvement.
We believe the tee time booking engine is critical to great hospitality because it often shapes the golfer’s first real experience with the course.
We believe in using the rules to your advantage, just like professional golfers do. Do not break the rules. Understand them and make them work for you.
We believe a great first impression goes a long way in building trust and helping overcome an occasional on-property miss.
We believe golf courses should set goals and refresh their business plan before making major technology changes.
What Digital Hospitality means, why it matters, and how golf courses can improve it.
What is Digital Hospitality? →Meet Mike
Founder and President of smbGOLF, host of the Tech Caddie podcast, and technology advisor to the Ohio and Pennsylvania golf course owners associations.
“I’m drawn to the business of golf. The player development, event management and career opportunities the PGA & USGA work on are great things. Those aren’t my lane. I think about helping owners, founders, instructors and associations grow their business.”
VP of Services. Led the team that built the first automated dynamic pricing engine used by thousands of GolfNow partners, created GolfNow Plus, rebuilt GolfNow Ride into ClubBuy, and grew GolfNow Answers.
Oversaw the website service division for thousands of golf course partners — the roots of smbGOLF’s focus on structured data and schema.
Pioneered the first Subway Box Lunch program and launched one of the brand’s first food trucks. He still believes digital menu boards present tremendous pricing opportunity.
Founded to give golf courses a clear operational lane for technology — and to make sure they’re never “five months late” to the next shift in discovery.
Interviews the people building golf technology and publishes independent reviews, articles and buying guides for operators.
How we work with the industry
We work with golf course operators, golf technology companies, associations and investors. We don’t have exclusive vendor agreements — we recommend the best-fit technology for each client.
We make money through golf course service agreements, data subscriptions, consulting agreements, and HubSpot sales and management.
Partners & associations
Our values
Embrace creativity and forward-thinking ideas.
Operate with honesty, transparency and ethical standards in all dealings.
Demonstrate a compassionate and genuine desire to support each other.
FAQ
smbGOLF is a Digital Hospitality agency for golf. We help golf courses improve how golfers find, evaluate, book, visit, review and return, and we help golf technology companies make smarter decisions through Coursographics, consulting and sales support.
Golf course operators, golf technology vendors, associations, and investors who want insight into golf technology adoption.
No. smbGOLF does not have exclusive vendor agreements. We recommend the best-fit technology for each client.
Through data subscriptions, consulting agreements, HubSpot sales and management, and golf course service agreements.
Yes. smbGOLF is a HubSpot Gold Solutions Partner. We sell, install and manage HubSpot for companies in the golf industry — and for golf courses selling passes, memberships and events.
Coursographics are datasets that map golf courses’ technology stacks, including tee sheets, POS systems, booking engines, websites and management companies.
