Jay Karen talks challenges and tech for the NGCOA

In this episode of the Tech Caddie Podcast, smbGOLF president Mike Hendrix sits down with National Golf Course Owners Association (NGCOA) CEO Jay Karen to talk candidly about the challenges, technology, and future of golf course ownership and operations. They cover everything from association membership and advocacy to booking engines, conversion rates, dynamic pricing, AI, and how operators can finally “measure what matters” in their tee time business. You’ll hear Jay’s story of how he “stumbled” into both associations and golf, why education and advocacy became NGCOA’s dual crown jewels, and how he balances serving owners and operators while maintaining critical relationships with tech and supplier partners. In this episode, we discuss: Why NGCOA was created and how it has grown from 3,000 to ~4,200 golf courses since 2015 The state of associations in the internet era and why trust and advocacy still matter Membership penetration, sectors served (municipal, private, daily-fee), and growth goals toward 6,000–7,000 facilities Education as NGCOA’s “crown jewel” and how webinars, conferences, and peer networks drive operator learning The upcoming “Measure What Matters” webinar on booking engine data and online tee time performance Why operators need visibility into who hits their booking engine, what they click, and where they drop off Conversion rate as a core e‑commerce metric that golf still largely ignores How AI can unlock previously untapped booking engine and performance data without adding time to an operator’s day The AI workshop in Atlanta: teaching operators to build AI-driven, course-specific reporting on booking engine performance Dynamic pricing: lessons from GolfNow’s early automated engine and why automation still matters Legal and antitrust considerations as AI and pricing tools start to incorporate competitive data Airbnb as a model: how Jay uses smart pricing as a host and what golf can learn from that ecosystem Benchmarking, data that is “interesting vs. actionable,” and why many golf operators ignore traditional benchmarks NGCOA’s tech stack (Salesforce-based Nimble AMS, Higher Logic, AI assistant “Rossi”) and how they power membership and community State association work in Ohio and Pennsylvania, HubSpot + WordPress integrations, and creating digital FOMO for members Strategic challenges of running NGCOA on a ~$4.5M budget: prioritization, growth, and the “golden handcuff” problem with benefits COVID-era advocacy wins and the ongoing challenge of delivering value to both members and non-members who still benefit Key events mentioned Measure What Matters webinar (online booking engine data and reporting) AI Workshop in Atlanta: in-person training for operators on AI, booking engine analytics, and daily reporting About the guests Host – Mike Hendrix Mike is president of smbGOLF, a golf industry digital marketing and operations specialist focused on website performance, booking engine optimization, email marketing automation, and AI-powered workflows for golf course operators. Guest – Jay Karen Jay is CEO of the National Golf Course Owners Association (NGCOA) and chair of the American Society of Association Executives (ASAE), representing 52,000 association professionals across sectors. He brings decades of experience in association management, advocacy, and education, and has led NGCOA’s growth and tech/advocacy initiatives since 2015. If you’re an owner, operator, GM, or golf marketer who wants to sell more tee times, understand your booking engine, and leverage AI without adding hours to your day, this episode is built for you. 🔔 Subscribe for more conversations on golf technology, booking engines, AI, and performance marketing for golf courses. 00:00 Introduction to the Tech Caddy Podcast 02:33 The State of Golf in Ohio 05:08 The Role of Associations in Golf 08:07 Membership Growth and Challenges 10:48 The Importance of Education in Golf Associations 13:56 Data Utilization in Golf Operations 16:36 Navigating Relationships with Technology Providers 19:35 Leveraging AI for Golf Course Management 25:30 Understanding Booking Engines and Conversion Rates 28:02 The Importance of Data Transparency in Golf Operations 30:46 Dynamic Pricing and AI in the Golf Industry 34:38 Challenges in Golf Course Management 41:48 Technology in Golf Association Management