Multi-million-dollar investment will fund continued growth in staff, innovation, and new clients

Kennesaw, Ga. – An already successful 2024 for Tagmarshal has improved further with the completion of a multi-million-dollar Series A capital raise. It comes after a year of record growth for golf’s market leader in on-course optimization technology, highlighted by 57% growth in revenue, adding a large number of new customers, and improving both pace-of-play and staff utilization for its clients.

“The past 12 months have seen a surge in interest in Tagmarshal’s optimization technology as golf continues to grow,” said Bodo Sieber, CEO and Co-Founder of Tagmarshal. “Many operators have looked to technology as a solution to create additional capacity and manage the quality of play (flow), prioritizing the player experience. This investment signals investor confidence in Tagmarshal, and we look forward to using this equity to continue to innovate and grow, adding value to our partners.”

2024 has been an incredible year for both Tagmarshal and its growing list of course partners:

• The Customer Success team was bolstered in key regions with the addition of several PGA professionals, who bring valuable first-hand experience of the challenges and opportunities facing Tagmarshal’s partners.
• Two of golf’s major championships for men were contested at Tagmarshal partners: the PGA Championship at Valhalla Golf Club in Louisville, Ky., and the U.S. Open Championship at Pinehurst Resort, N.C. Both are long-term partners who used Tagmarshal data to help in the preparation of their courses for the world’s best golfers and compiled valuable insights that will make for better experiences for their members and guests.
• Quoted in a recent Forbes magazine article, Pinehurst Director of Golf Matt Barksdale said Tagmarshal helps the facility “understand what we’re putting in place, providing quantitative analysis of what is working and why it’s working.”
• New partnerships with leading Top 100 facilities, including The Old Course at St. Andrews, Streamsong, Crystal Springs, Trump Doonbeg, and Muirfield.
• Tagmarshal continues to expand its services to support tournament golf, working closely with the DP World Tour in Europe, along with its USGA and R&A relationships. The same tournament software is available to any organization that stages events.

Innovation is at the core of Tagmarshal’s vision to change how courses are managed through the use of data, AI, and machine-learning-driven optimization tools. The company’s powerful algorithms, informed by over one billion course data points, allow for proactive pace management by identifying potential issues before they impact golfers, facilities, and staffers. Many partners also use this information to manage tee-time capacity, food and beverage operations, and other areas key to revenue growth.

For example, Willow Springs Golf Course in Maryland reduced average round times by 45 minutes, allowing them to add tee-sheet capacity. In their first season using Tagmarshal’s systems, Willow Springs saw bottom-line gains of more than $500,000.

Willow Springs General Manager Ben Wilson called the technology “phenomenal,” adding that he “would never attempt to manage a course again without having Tagmarshal because it makes things so much easier and so much more effective.”

Drawing on data from more than 75 million rounds, as well as insights from forward-thinking industry professionals who run highly successful operations, Tagmarshal delivers today what course operators will be asking for three years down the line.

Tagmarshal partners with more than 600 courses, including 40 of the Top 100 U.S. courses. Renowned properties like Hazeltine, Erin Hills, Baltusrol, Bandon Dunes, Cog Hill, and Whistling Straits—as well as many $40 to $60 green-fee courses—are achieving excellent results using the system.

For more information about Tagmarshal, access the website at www.tagmarshal.com.

In this episode, Ryan Ballengee is joined by Tagmarshal CEO Bodo Sieber to talk about the company’s pace-of-play platform, data collection, making better experiences for different types of golfers and helping facilities make the most of their tee sheets.

To listen to the Green Shoots podcast with Ryan Ballengee, click here.

Navesink Country Club sits on a gently rolling crest, overlooking the Navesink River, with a majestic clubhouse occupying the highest point on the property.

Designed by Hal Purdy, the par 72 course prides itself on having top-notch management and professional staff who consistently deliver the highest level of service.

Steve Sieg, PGA, the Head Golf Professional at Navesink CC, found time in his busy schedule to run us through his daily routine, as well as unpacking how the course uses technology to provide an exceptional member experience.

How would you describe your morning routine to kickstart your day?

I wake up and walk my dog Kobe first thing like clockwork every day.

Has golf always been your first love?

Baseball was first, until golf took over when I was 15. I switched because I figured I could play golf for a lifetime and that baseball would end sooner rather than later.

Tell us about your role at Navesink CC. Why is it important?

We promote the game of golf to our members and their guests daily with everything we do.  If we can make their day at the club special, then we have done our job.

Why has your course decided to invest in Tagmarshal?

Pace of play has always been an issue but with Tagmarshal, we now have a tool to improve our pace of play with real data.  It also helps that our committee has a process for dealing with pace-delaying golfers.

Since implementing Tagmarshal, how have your golfers responded to the on-course experience?

I would say that most have embraced our efforts to improve the pace of play. The only golfers who have resisted are the ones that need to improve their pace. 

Describe Tagmarshal in three words.

Efficient, enlightening, organized.

What is your dream golf destination? Why?

The Monterey Peninsula has always been one of my favorite destinations for golf but hopefully one day I’ll play Cypress Point, which has been on my bucket list since I read the book “The Match”.

Your best golf moment?

Winning the New Jersey State Open in 1989.

If you could be a caddie on Tour, whose caddie would you like to be and why?

I think Scottie Scheffler is a great golfer and person but he wouldn’t need much help. He would be my choice because of his special qualities as a champion.

Tagmarshal was proud to be a presenting sponsor of the Multi-Course & Resort Operators Retreat 2024 (MCOR24) event, hosted by multi-year partner the NGCOA, at the Monterey Plaza Hotel & Spa in Monterey, California.

A highlight in Tagmarshal’s calendar, CEO Bodo Sieber and VP of Business Development, David Hamilton enjoyed sharing ideas and gaining valuable insights into the golf industry with many of the biggest names in the golf course and resort business, for the fourth year running.

“As golf continues to thrive, we’re excited to see the growing role that AI, data and technology play in attracting and retaining younger, time-starved golfers. We look forward to leading the charge when it comes to creating tech-optimized on-course experiences that benefit both golfers and operators alike,” said Sieber.

One of the day’s highlights was Greg Nathan, CEO of the National Golf Foundation, sharing exclusive findings from the NGF’s renowned “State of the Industry” report.

Their data revealed 5 interesting takeaways:

• Engagement means they either played, watched or read about golf.
• Last year, this surpassed 120 million, up more than 20% since 2020.
• Importantly, there is also a latent demand of 22 million Americans interested in playing at a golf course.

• There are three different participant groups: on-course only, off-course only and those who engage on both fronts.
• In 2014, just north of 30 million people participated in at least one of the above. 
• That figure has increased for six straight years and in 2023, it reached 45 million.

• Golfers under the age of 50 accounted for 71% of the total round growth over the past 5 years.
• Women golfers have accounted for 39% of the total growth.

• Not only are golfers under 50 playing more rounds, but there has also been a large shift in perception.
• 59% of 18-34 year olds think golf is cool or has the potential to be cool, along with 55% of 35-49 year olds.
• Only 30% of those ages 65 and up think golf is cool.

• The rise of off-course golf, such as Topgolf, is fueling a surge in the popularity of on-course golf.
• Only 39% of new golfers had off-course experience in 2016. By 2019, that number had risen to 54%, and it reached 66% last year.

The event closed with words from John Kasich, the former Governor of Ohio, in conversation with Jay Karen, CEO of the NGCOA, unpacking the upcoming election and the legislative items that are likely to be affected.

Attendees then headed for the Pebble Beach Golf Links® Fairway One™ Complex for dinner, beverages, and musical entertainment, wrapping up another exceptional event.

“Thank you to our partners, the NGCOA, for hosting a truly exceptional MCOR this year. We’re excited to see the golf industry go from strength to strength and look forward to technology playing a leading role in driving and sustaining this growth,” Sieber added.

Drawing on the insights and lessons learned from MCOR24, Tagmarshal looks forward to continued innovation in the year ahead.

Great news – now you can watch our latest expert webinar, featuring Falcon Ridge Golf Course, on-demand in your own time!

Titled “How Falcon Ridge uses on-course management tech to enhance the player experience and generate revenue,” it features expert guest Rob Wursten, General Manager, Falcon Ridge. You’ll learn how the course has embraced tech to boost their bottom line, while consistently delivering exceptional player experiences.

Falcon Ridge, located in Mesquite, Nevada, is revered for its dramatic desert terrain. Rock formations that rise between the holes make using line-of-sight tech all the more valuable.