Greg Nathan sits down with Golf Inc. for an in-depth industry Q&A, discussing health metrics, growth opportunities, the sustainability of golf's resurgence, emerging technologies and more.

NGF research shows the majority of golf course operators are aware of the opportunity cost of 6 million phone hours, but only a small percentage have actually implemented technology solutions to minimize waste, with a fraction more exploring their options. This gap points to a competitive advantage opportunity for operators willing to act.

NGF research shows many golf facilities are hemorrhaging resources on avoidable (and often trivial) phone calls, diverting staff from higher-value touch points and revenue-generating activities. Consider that two-thirds of golf course calls are about reservations and pricing, and only 40% of golfers are booking tee times exclusively or mostly online – compared to 80-90% for flights, hotels, and rental cars.

For decades, many short course operators have marketed themselves with a "championship-lite" promise to deliver all the hallmarks of the "real thing," but with the added benefits of speed and accessibility. While a sensible strategy for some, the pursuit of legitimacy through scaled-down emulation appears to have created a perception trap for many short courses.

When detailing the average price of public golf, it’s not uncommon to hear the refrain, “But that’s not it costs to play golf where I live.” And there’s a reality behind those assertions. Not only can peak weekend fees be substantially higher, but playing fees vary widely by geography as well as the type of public facility.

The Masters Tournament has cultivated one of the most passionate followings in any industry. It's a phenomenon worthy of attention, especially as the golf industry more broadly examines strategies that can build enduring loyalty -- without points or perks.