In the latest in a series exploring golf’s technological transformation, we speak to Expand Media’s Archie Molloy about turning enquiries into revenue through smarter systems and storytelling.
From the way clubs make strategic decisions to how courses are maintained and members are engaged, technology is reshaping every corner of the game.
In this series, we will explore the innovations redefining modern golf operations and what they mean for clubs, professionals and players alike.
We will look at:
- Data-driven decision making, examining how clubs are using real-time insights to guide everything from pricing and participation to retail performance and coaching outcomes. Smart data is no longer a luxury, it is becoming essential to staying competitive.
- Smarter operations and automation, where integrated software, booking systems and AI-powered tools are streamlining administration, freeing up staff time and improving profitability.
- Groundbreaking agronomy and maintenance technology that transforms sustainability, efficiency and playability, from GPS-guided machinery to advanced irrigation and turf analytics.
- Member experience and engagement technology, where apps, personalisation tools and digital communication platforms are helping clubs build stronger, longer-lasting relationships.
In this latest installment, we’re in conversation with Archie Molloy, Managing Partner at Expand Media, about how golf clubs can use CRM, automation and digital storytelling to capture demand and drive sustainable growth.
Can you start by explaining what Expand Media does and how your CRM platform supports golf clubs?
We launched Expand Media in early 2025. Initially, it was going to be a golf marketing agency, but we quickly realised we needed a clear point of difference. That led us to focus on two areas. The first is our CRM platform, SyncSuite, which is designed specifically for golf clubs to manage enquiries, track interactions and run email campaigns in one place. The second is our marketing approach, which centres on authentic storytelling. We show what it is actually like to be a member, using real people and real moments.
The CRM side replaces spreadsheets or disconnected systems, while the marketing side helps clubs present themselves in a more accessible and engaging way.
How is technology currently changing the way golf clubs operate day-to-day?
The biggest shift we are seeing is around visibility and follow-up. A lot of clubs are still relying on manual processes, which means enquiries are not always tracked properly. With a CRM system, you can see exactly who has enquired, when they last engaged and what stage they are at. That alone can prevent potential members from slipping through the cracks. On top of that, tools like automated email marketing allow clubs to communicate more consistently without adding to workload. It is not about replacing people, it is about giving staff time back and making sure the basics are done properly every time.
What are the biggest operational challenges club managers face today that technology can help solve?
Time is the biggest one. Most general managers are juggling a huge number of responsibilities, so anything that feels time-consuming tends to get pushed aside. That often includes follow-ups, data tracking and consistent communication. The result is missed opportunities. Technology helps by simplifying those processes and making them easier to execute. If sending an email or tracking an enquiry takes seconds instead of minutes, it is far more likely to get done. It also improves consistency across the team, so if someone is away, others can pick up where they left off with full visibility of what has already been discussed.
How can golf clubs use technology not just to save time, but to generate new revenue opportunities?
The clearest example is in membership enquiries. Without a proper system, it is easy to lose track of people who have shown interest. With a CRM, you can build a structured follow-up process and ensure every enquiry is handled properly. That alone can lead to a noticeable increase in conversions. Beyond that, targeted email marketing allows clubs to promote specific services to the right people. If someone shows interest in a particular offering, you can follow up with relevant information or offers. That level of targeting increases the chances of a response and ultimately drives more revenue from both new and existing members.
Many clubs worry about complexity when introducing new systems. What advice would you give managers looking to adopt new technology successfully?
The key is to choose systems that are easy to use and come with proper support. From our side, we handle most of the setup, including importing data and integrating with existing systems. We also provide training sessions so staff feel comfortable before fully adopting the platform. The biggest barrier is often perception rather than reality. Managers assume it will be complicated, but once they see how it works, it usually feels quite straightforward. My advice would be to focus on the long-term benefit rather than the short-term adjustment, because the time saved and improvements in process quickly outweigh the initial effort.
Looking ahead five years, what role do you think technology will play in shaping the modern golf club?
Automation and AI will play a much bigger role. You will start to see things like AI voice agents handling phone calls, answering common questions and even taking bookings. That means clubs will not miss calls and can operate more efficiently outside of normal hours. Chatbots on websites will also become more common, helping visitors find information quickly. More broadly, AI will support areas like marketing, communication and internal processes. The overall impact will be giving staff more time to focus on higher-value tasks while ensuring that routine interactions are handled consistently and efficiently.
Many clubs still rely on basic email newsletters. How does a dedicated CRM platform allow them to communicate with members more effectively?
A CRM allows clubs to move away from one-size-fits-all communication. Instead of sending the same newsletter to everyone, you can segment your audience and tailor messages based on their interests or behaviour. You can also automate campaigns, so communication happens consistently without needing to be manually created each time. That could include follow-ups after an enquiry or targeted messages about specific services. It makes communication more relevant and timely, which increases engagement. It also saves time for staff, as they are not having to build and send emails from scratch on a regular basis.
How can clubs use member data to deliver more personalised communication and engagement?
It starts with having all your data in one place and keeping it up to date. Once you have that, you can track how people interact with your club, whether that is through enquiries, email engagement or usage of certain services. From there, you can tailor communication to reflect those interests. For example, if someone has shown interest in a particular area, you can follow up with relevant information or offers. It is also about long-term engagement. Even if someone does not join initially, you can stay in touch and revisit that conversation later. That level of personalisation helps build stronger relationships and increases the likelihood of conversion over time.
Key Takeaways
- Structured follow-up processes are critical, as many clubs are losing potential members through poor enquiry management rather than lack of demand
- CRM and automation tools enable clubs to save time while improving consistency, visibility and conversion across membership and communication processes
- A stronger digital presence, supported by data and personalisation, will be key to attracting and retaining members in an increasingly tech-driven landscape
