ACE Talks: Operational Data
Strategic analysis on technology adoption and ROI for the 2026 golf season.
Tech Caddie: Building GolfNow and Sagacity Golf
Exploring the GolfNow origin story and how Sagacity Golf is different and operator focused.
Published Insights
- Make Your Website the Primary Source of Truth National Golf Course Owners Association (NGCOA)
- GolfNow and Your Breadcrumbs: The SEO Conflict Golf Course Technology Reviews
- Rethinking AI's Role in Operations The Golf Wire / PGA Show Feature
- +25 Additional Industry Briefings Market analysis and operational playbooks published across the smbGOLF network.
Book Mike for your event
We offer a range of services to meet the needs of every client. Have something else in mind? We'd be happy to work with you to create a custom quote.
-
High-impact main stage sessions designed for national conferences and PGA Section meetings. Mike delivers his 2026 flagship 'Time & Discovery' keynote, or can develop a custom presentation focused on the specific AI and operational headwinds facing your attendees. These sessions are built to drive immediate engagement and provide a visionary look at the business of golf.
-
Interactive, deep-dive sessions tailored for Board of Directors or regional owner groups (OGCOA, NGCOA chapters). These half-day workshops move beyond theory into actual execution—auditing facility tech stacks and identifying 'quick-win' AI implementations that recover staff time and optimize digital discovery.
-
Direct advisory for founders, owners, and technology companies. Mike acts as a fractional expert to guide the integration of AI operations, resolve complex marketplace SEO conflicts (such as 'The Breadcrumb Strategy'), and train leadership teams to treat technology as a revenue-driver rather than a line-item expense.
-
Bespoke market move analyses and private briefings. Drawing from over 30 published industry articles and market maps, Mike provides private ownership groups and associations with data-driven insights into tee sheet trends, booking engine shifts, and the evolving AI-search landscape.
FAQs
Did you really build the first automated dynamic pricing engine for GolfNow?
1
Yes. While some operators were already experimenting with changing prices manually, the process was labor-intensive and inconsistent, which severely limited its success and broader industry adoption. I led the team that developed and launched the first automated dynamic pricing engine used by thousands of GolfNow partners. By removing the manual burden and allowing the tee sheet to adjust in real-time based on actual demand, we turned a fringe tactic into an industry standard. My perspective remains unique because I didn't just witness the shift—I engineered the automation that made it viable for the average operator.
What was your role in shaping the current GolfNow technology ecosystem?
2
During my tenure at GolfNow, I oversaw the Service Division and led the creation of GolfNow Plus, transforming how courses handle professional services. I also managed the rebranding and overhaul of GolfNow Ride into ClubBuy. Additionally, I managed the sales and delivery of GolfNow Answers, owning the strategic relationship with our third-party vendor, W5. While it wasn't the first B2B2C call center solution in golf, we set the industry standard, turning it into a multi-million dollar business defined by nearly 100% on-shore staff and a true concierge culture. My focus has always been on building the 'connective tissue' between a course's software and its actual daily revenue.
How did your background as a multi-unit Subway franchisee influence your approach to golf?
3
Long before 'pivoting' was a buzzword, I was a Subway franchisee for 15+ years, where I pioneered the first Subway Box Lunch program and launched one of the brand's first food trucks. That experience in high-volume, standardized retail operations is exactly what I bring to golf. I don't look at a tee sheet as just a schedule; I look at it as a perishable inventory system that requires the same logistical precision as a national QSR brand.
What did the GolfNow Plus User Conferences teach you about the industry?
4
Managing those national sales teams and those recurring user conferences gave me a front-row seat to the friction points of thousands of operators. Beyond the data, I honed my public speaking skills through these repetitive conference circuits, learning how to translate complex technical shifts into actionable operational strategies for diverse audiences. It’s where I realized that technology is often sold as a silver bullet, but without the right operational 'lane,' it just creates more work. That realization is why I founded smbGOLF.
You’ve been vocal about the importance of 'Structured Data.' Where does that passion come from?
5
It’s a matter of timing and foresight. During my time at GolfNow, I oversaw the website service division for thousands of course partners. I actually departed the role just five months before Schema.org officially released the golfCourse entity type. I’ve always noted that gap because I saw the missed opportunity to leverage structured data for thousands of courses at once. Today, I ensure my clients are never 'five months late' to the next major shift in discovery—especially as we move from traditional search into AI-driven results.