Golf isn’t just having its lightning-in-a-bottle moment. According to the National Golf Foundation (NGF), green-grass participation has marked an eighth consecutive year of growth, with rounds being played at an all-time high. 

This growth and evolution of the game remain central topics across the industry, and 2026 appears poised to continue that dialogue. With this year’s PGA Merchandise Show and the CMAA World Conference & Club Business Expo now behind us, two key events that set the tone for the year, we heard similar sentiments from attendees.

In our talks with operators, tech partners, and decision-makers, there is no doubt modernization will only assist with continued growth, and we were excited to hear Whoosh mentioned as a key player in that momentum. 

Below are some additional trends that stood out to our team.

New Era of Data-Backed Decisions and Reporting

If there was one thing we kept hearing in our conversations across the board, it was that operators are searching for data to back up the trends they are detecting on the course. Relying solely on instinct is becoming harder to justify as clubs face more complex operational and financial decisions.

Danielle Burns, Product Manager at Whoosh, explained: 

“Our customers are considering telling us about their reporting needs, and the value it brings to their business, because they want to be able to present data and inarguable patterns to back up what they witness on a day-to-day basis.”

“Reporting dashboards have always been a key feature of Whoosh,” she added. We provide various levels of reporting, including club-wide, department-specific, activity-specific, and member-specific options. Reports can be generated as frequently as needed and can be scheduled automatically. This approach improves operational efficiency by allowing clubs to focus on the data most relevant to their needs in that very moment, or look at year-over-year trends to get a grasp of the bigger picture. 

The Need for Modern Integrations

Frustration with legacy, all-in-one systems remains in 2026. Operators openly discussed dissatisfaction with legacy software, limited integration, and the delay of innovation. Many of the conversations taking place weren't focusing on enhancing these legacy tools, but replacing the software altogether. 

The headway we’ve made over the last few years is finally taking hold and we’re proud to see it. As our CEO and Co-Founder Colin Read put it, “A lot of GMs are searching for ways to move away from their legacy systems. There finally seems to be an openness to moving to the cloud and willingness to adopt newer solutions that meet their workflows. It feels like the industry has always been hesitant to change and now we are seeing more dissatisfaction with the lack of innovation from legacy incumbents, leading people to take a fresh look at their stack.” 

Jimmy McNamara, Partnership Manager at Whoosh:

“Unlike previous years, our conversations this year were less about individual features and more about how systems talk to each other across golf, racquets, fitness, membership, payments, communications, and data. Our partnership and integration with Lightspeed was not only timely, but relevant to these discussions as we offer a real solution for clubs looking to modernize.”

We worked hand-in-hand with Lightspeed at both shows this year. Through our conversations, demonstrations, and unified presence, it was evident to everyone who stopped by that the integration of multiple systems does not have to be cumbersome or difficult, providing the right players are involved. 

Our integration-first approach allows for us to offer clubs the opportunity to work with cutting-edge tech companies, paving the path for the future of the industry. In the last 2 years, we’ve built integrations with the best: Square, Golf Genius, RemoteLock, Pace Technology, Priswing, Long Drive Agency, and more. Each of these relationships helps to further advance the simplification and effectiveness of our overall product for club operators everywhere.

Logan Klatt, Account Executive at Whoosh: 

“It seemed like the idea of integration was starting to click with prospective clients who had previously shut down anything but an all-in-one solution in the past. It all of a sudden was much easier for operators to get a clear picture of how our integrated platform would exist in their environment and work within their budget.”

Continued Momentum in Off-Course

According to the NGF, two-thirds of green grass beginners entered the game through off-course experiences. This alternative golf trend continues to be strong, as it is no longer just an on-ramp to green-grass golf, but its own thriving category. 

Greg Wingate, PGA, Account Executive, at Whoosh: 

"‘Alternative golf’ is growing, with more and more facilities building/adding simulators, short courses, or other amenities to their properties. The projects these clubs are undertaking aren’t just limited to golf either. We’re hearing about additions that are more fitness and family-related such as yoga studios, day care options, saunas and kid pools.”

That said, the multi-sport and fitness footprint is expanding quickly. The number of pickleball sections and padel courts was felt as it seems that operators are looking to attract players with a broader range of options. While these different options aren’t replacing green grass golf, it is definitely expanding the ecosystem around it, and it’s become immediately evident: these new amenities add complexity, resulting in an even greater need for clarity and integration from an operational standpoint.

What to Do with AI

AI continues to be a buzz word for many exhibitors. We truly couldn’t walk through booths at the conferences without hearing something about these artificial intelligence solutions. There was a sense that if you were not figuring out how to integrate AI tools into your operations, your facilities would be left behind.

Matt Starr, Enterprise Sales Executive at Whoosh: 

“From swing analysis for launch monitors, to advanced data analytics for software companies, it seemed that some companies are gaining traction with agents being able to do things like answer phones for public courses, or provide ChatGPT like interfaces for booking tee times.”

While the interest in utilizing AI is real, operators know that there are still many questions left to be answered. It seems as though they need to see proof of concept and success before committing critical resources and workflow to the next stage of automation. Our conclusion at this point is that operators with well-structured operational systems will thrive the most rather than those looking for AI to be its standalone solution. 

Taken together, these conversations paint a picture of an industry that is evolving quickly. Operators are thinking more intentionally about the systems, data, and experiences that shape their facilities.

Did you catch a trend that we didn’t? Share your takeaways from this year’s shows in the comments.