Tech Caddie Podcast: Jon Last on NGCOA Pulse Report, Golf Facility Data, and the K‑Shaped Economy

Jon Last, president and founder of Sports and Leisure Research Group, joins Mike Hendrix on the Tech Caddie Podcast to break down the latest NGCOA Business Pulse Report and what it means for golf facility operators. In this episode, we dig into how over 200 NGCOA member facilities and 20 in‑depth interviews paint a “tale of two cities” for the golf business: strong revenue and rate increases on one side, and real concern about pricing golfers out of the game on the other. Jon explains the methodology behind the NGCOA Business Pulse Report, including sampling rigor, trend tracking over the last four years, and how attitudes and behaviors are shifting across different types of operators—from large management companies to single‑facility owners. We cover: Why 90% of facilities have raised rates in the last year—and what operators are worried about next. The K‑shaped economy and widening gap between “haves” and “have‑nots” in golf participation. Intergenerational wealth transfer, consumer debt, and “spending it forward” behavior. Jon’s four E’s framework: emotional connection, experiences, eagerness, and how they drive golf demand. Generational differences in “high tech vs. high touch” and why older, avid golfers still want the golf shop experience. The Gartner Hype Cycle and what AI, apps, and QR codes teach us about realistic tech adoption in golf. Jon also shares background from his time leading research at Golf Digest/Condé Nast and building data capabilities at the PGA of America, and how those foundations shaped the Sports and Leisure Research Group’s work today. If you’re a course owner, GM, or marketing lead trying to balance pricing, technology, and golfer experience, this episode is packed with data‑driven insight you can use right away. Learn more about NGCOA and the Business Pulse Report on their site, and connect with Sports and Leisure Research Group for custom facility research and consumer insight. Tech Caddie is hosted by Mike Hendrix, president of smbGOLF, helping golf courses with digital marketing, analytics, booking engine optimization, and golf technology strategy. Chapters (suggested – adjust to final cut): 00:00 – Intro: Mike Hendrix and Jon Last 02:00 – What is the NGCOA Business Pulse Report? 05:00 – Jon’s background at Golf Digest and PGA of America 08:00 – Rate increases vs. concerns about pricing golfers out 11:00 – The K‑shaped economy and consumer confidence 13:00 – Intergenerational wealth transfer and “spending it forward” 15:00 – The four E’s: emotional connection, experiences, eagerness 23:00 – High tech vs. high touch for golf facilities 26:00 – AI, frictionless experiences, and the Gartner Hype Cycle 32:00 – What operators and tech vendors should focus on next