Club member needs are evolving, and so too is the approach being taken by golf clubs to service them. They’re assessing a variety of technologies to address these expanding needs – from back office to front of house. But a key challenge with new tech can be integrating them into your existing operations and processes, rather than how good they are. With the right approach in place, it can make all the difference.
At Concord Golf Club in Sydney, that difference is being shaped by a clear strategy: use the best software for each specific function, rather than rely on a singular ‘All-in-One’ system.
Scott Cragg, Concord’s Golf Operations Manager, has embraced a modern and modular technology stack. Day-to-day golf operations—such as tee time bookings and regular competitions—are handled by MiClub. Specialist systems such as Golf Genius are then layered in to manage major tournament delivery, leagues, corporate golf, coaching, pro shop operations, and more.
Cragg’s philosophy stems from a clear understanding of both operational needs and user expectations. In a busy private club like Concord—recently celebrating 125 years of history—balancing tradition with modern convenience is key. Whether it’s members tracking live bracket tournament scores from their phones or corporate clients increasing their brand exposure, the goal is to meet people where they are: digitally engaged and expecting smooth service.
SC: “Technology plays a crucial role in the way we operate. With the everyday use of mobile phones and apps, we’ve incorporated digital solutions across many areas. Take our tournament calendar—our club championships and corporate golf events require a completely different level of service compared to everyday member matches. We therefore don’t expect one system to do both perfectly. So having the best solutions for each job is the approach we’ve taken.
“That flexibility helps us stay efficient and deliver a higher-quality experience for our golfers and guests. Whether it's booking dinner, registering for a clinic, or keeping score during a round, we strive to make the experience simple and efficient through digital tools.”
SC: “When you’re hosting groups from outside the club, it’s important the experience feels polished and professional, so we chose Golf Genius for our corporate days, major member tournaments, clinics and bracket events. MiClub handles our daily tee bookings and timesheet management, MiScore is used for day-to-day member rounds, whilst Northstar delivers broader member engagement and communication. The platforms serve different purposes and should absolutely coexist.
“We’ve built a model that lets us deliver a higher level of experience consistently—without overburdening staff or sacrificing control.”
SC: “We didn’t make every change at once. But we’ve been deliberate. We’ve built on what works, added new systems where we needed them, and made sure everything serves the golfer first.
“It’s vital that golf clubs have choice when it comes to technology. If everyone used the same systems, innovation would stall. Options drive progress and improve service quality. Just like in any other industry, competition among providers helps raise the standard.”
In Concord’s case, each tool has been selected for its ability to solve a specific problem or improve a key touchpoint. Together, they offer a tailored, layered system that scales to different audiences. This balance of reliability and flexibility ensures that the club’s operational objectives are consistently met.
Clubs around the world are following a similar path and for Concord, it’s delivering tangible results. The club has seen a marked increase in corporate and event bookings, with clients returning or referring others based on their experience. Internally, workflows are more efficient. What once required hours of manual prep is now managed through streamlined digital systems.
This ‘Best-in-Breed’ philosophy aligns closely with new industry thinking and trends around the world. In a national UK&I survey, 66% of golf club managers were considering a switch in their tech suppliers, which triggered a major collaboration between Players 1st and Golf Genius to introduce industry support for clubs that want to follow Concord’s lead by evaluating and adopting technology with purpose.
At a time when many clubs are reconsidering their technology investments, Concord Golf Club provides a valuable example: build a flexible, integrated system that grows with your needs—and always keep the player experience at the centre.
