Enhancing the Business of Golf: Insights from Cameron Schultz, President of ClubProcure
As the golf industry continues to evolve, trends in technology, food and beverage offerings, and facility upgrades are shaping the way courses attract and retain players. In a recent interview with Cameron Schultz, President of ClubProcure, a Foodbuy-owned company specializing in golf procurement services, we explored key trends and strategies that are enhancing the golf experience while driving traffic and revenues.
Capital Expenditure Projects: Investing in the Future
Despite some uncertainty in the national economy, the golf industry continues its trend of a bull market as seen over the last five years. Schultz notes, “We are still seeing a lot of renovations and investments to better the properties.” Many golf courses, built during the 1990s golf boom, are now over 30 years old and require modernization. From reimagining banquet rooms to extensive kitchen renovations, these updates are aimed at meeting the evolving demands of today’s golfers.
ClubProcure and Foodbuy are supporting these initiatives by offering procurement solutions that streamline sourcing for these projects. Courses can secure high-quality materials and equipment at competitive prices, ensuring renovations stay on budget while enhancing the guest experience.
Food and Beverage Evolution: Beyond the Basics
Gone are the days when golf courses were synonymous with hot dogs and fries. Today’s golfers are seeking healthier and more premium dining options. Schultz highlights this shift: “People are going to the clubs for so much more than golf and a quick bite in the 19th hole afterwards. Many operators have turned their clubs into comprehensive culinary experiences.”
Courses are responding by revamping their menus to include fresh, locally sourced ingredients and offering diverse dining experiences. ClubProcure and Foodbuy play a pivotal role here by connecting courses with food and beverage suppliers who specialize in trending culinary options, from plant-based proteins to mocktails. These enhancements not only attract golfers but also drive ancillary revenue, as food and beverage operations become a key revenue stream.
Technology Driving Efficiency and Experience
Technology continues to revolutionize the golf industry, both on and off the course. On the agronomy side, Schultz points to “GPS sprayers and autonomous mowers” as game-changers for course management. These tools enable precision maintenance, reducing costs and environmental impact while ensuring optimal playing conditions.
For golfers, technology is enhancing the experience through features like GPS-enabled golf carts, mobile apps for booking tee times, and AI-driven customer insights that help courses personalize offerings.
Membership Trends: A Balancing Act
Membership dynamics are also shifting, as clubs are still seeing strong demand. “Some clubs are actually concerned that they have too many members now,” Schultz observes. This surge in membership is driving up initiation fees and dues, with some clubs even capping membership to preserve the quality of the experience.
For golf course operators, the challenge lies in managing this growth effectively. By investing in expanded facilities and enhanced services, clubs can ensure they meet the expectations of their members.
Creating Multi-Use Activity Centres
Today’s golf clubs are transforming into activity centers that cater to diverse member interests. From fitness centers to social events, these additional offerings make clubs more appealing to families and younger demographics. Schultz notes that these shifts are reshaping the traditional golf club model, making it more inclusive and community-focused.
Looking Ahead: Stability and Growth
As we move into 2025, Schultz predicts steady growth in the golf industry. “Businesses as usual, or at least as usual as the last five years,” he states, emphasizing that the focus will remain on providing high-quality experiences. Whether through facility upgrades, innovative dining options, or cutting-edge technology, the goal is to enhance the overall value proposition for members and guests.
The business of golf is thriving, driven by a commitment to innovation and guest satisfaction. ClubProcure and Foodbuy’s procurement solutions are helping courses across Canada navigate these trends effectively, enabling them to invest in their facilities, elevate the golf experience, and build lasting relationships with players. As the industry evolves, the focus on quality, technology, and community engagement will ensure golf remains a beloved pastime for generations to come.