The Golf Marketing Handbook

In 2005, I wrote The Golf Marketing Bible—the first and only serious book on golf marketing. It quickly became a bestseller and, to this day, in its updated form, remains the go-to resource for clubs that want to understand how real marketing works in the golf industry. When I released an updated edition in 2018, a lot had changed—digital marketing had evolved, social media had taken off, and clubs were all using online booking systems and email marketing. But looking at where we are now, just seven years later, the entire landscape has shifted again. GolfNow had become the 800-pound gorilla in the room, dominating tee time bookings, websites, and email communications for thousands of clubs. Albeit at the most basic level possible to call it marketing. Revenue management tools have flooded the market, promising more intelligent pricing and better data. And now, artificial intelligence is set to revolutionize how clubs attract, engage, and retain players. But here’s the irony: with all these new tools, platforms, and technologies, golf marketing hasn’t improved—it’s actually gone backward. When I look at the websites and email campaigns of clubs I worked with a decade ago, many looked and performed way better back then than today. The copy was more compelling. The offers provided more value. There was a strong attempt to collect customer data and build a relationship. Now? Most club websites look like someone’s low-paid assistant cloned them. The copy is lazy, generic, and uninspired when there is even copy at all. Data capture is non-existent. And the emails I get—from GolfNow or POS systems companies masquerading as marketing companies—are usually nothing more than digital junk mail. That’s why I wrote an entirely new book on golf marketing. One that speaks to the realities of today’s game. Yes, the media channels have changed—but people haven’t. Golfers are still emotional creatures. They respond to habit, jealousy, the need to belong, the dream of improvement, the longing for prestige, the love of the outdoors, and that magical word: passion. That’s what today’s golf marketing is missing—passion—real, authentic connection with the player, member, or guest. Clubs spend thousands on flashy videos and stunning photos, hoping they’ll do all the heavy lifting. But visuals alone don’t close the deal. They catch attention, sure—but then what? Too often, they leave the prospect hanging. Why? Because no one takes the time—or has the courage—to write bold, persuasive copy. No one wants to make a strong call to action. For marketing companies and the hundreds masquerading as such, it’s safer to talk about impressions, views, and “brand image” than about actual leads, systematic conversions, and revenue. Well, I’m not here to play it safe. I’m here to show you how to turn your golf marketing into a true driver of revenue, loyalty, and growth. Let’s get started!