There’s a quiet revolution happening in golf — and it’s got nothing to do with new drivers, faster greens, or swing speeds. It’s about data. More specifically, it’s about how golf courses show up online in a world that’s increasingly run by AI.

TenFore Golf, one of the most forward-thinking management platforms in the game, has teamed up with smbGOLF — a data and consulting outfit that specializes in helping golf facilities and vendors navigate the tech landscape. Together, they’re helping golf courses take control of their digital presence before AI decides it for them.

Why This Partnership Matters

For decades, courses have obsessed over the physical experience: the condition of the greens, the clubhouse vibe, the pace of play, the food at the turn. But in 2025, that’s only half the game. The other half happens online — on Google, in voice assistants, and even in AI chatbots that are already answering questions like “Where’s the best public course near Nashville?” or “Book me a tee time for Saturday morning.”

Here’s the problem: those answers often come from third-party booking sites or incomplete data feeds, not from the course itself. That means your course might be showing up online with wrong rates, bad directions, or outdated photos — and you’d never even know it.

That’s the problem TenFore and smbGOLF are setting out to fix.

Together, they’re making sure the course itself — not a middleman site — is the primary source of truth for all things digital. The goal is to make your website and your Google listing the authority that AI engines trust when they serve up information about your course.

The Simple Version of a Smart Idea

So what does that actually mean? In plain English: smbGOLF helps TenFore’s courses “speak” the language of search engines and AI. Their team cleans up your online data, makes sure your booking links go to you (not to whoever’s taking a commission), and installs the behind-the-scenes tech that helps Google and AI crawlers recognize your course as legit and current.

They’re even setting up new digital tools like llms.txt — a sort of “instruction manual” for AI crawlers — to tell them exactly what information to use, and what to ignore. Think of it as putting a caddie on your website who tells AI where to aim.

Meanwhile, TenFore keeps doing what it does best: powering the operational side of your business. From tee-sheet management to customer data and bookings, they’re helping courses run smarter every day. Now, with smbGOLF’s layer of AI-readiness, that operational strength extends into the digital world too.

The Real-World Payoff

Let’s say you run a mid-sized public course. Every month, you’ll now get a report that shows how your website is performing in search and how AI platforms are “reading” your data. Maybe that report shows you’re now the verified source in Google’s knowledge graph. Your Google Business Profile is cleaned up. Your booking links go straight to your own site. And your course is showing up more often in “Where should I play golf near me?” results.

That’s not some hypothetical. That’s what this partnership is designed to do — help local and regional courses compete digitally with big resorts and golf networks that have entire marketing departments behind them.

The end result? More direct bookings, fewer commissions lost to third-party aggregators, and better brand control. When someone searches for you — or asks Siri or ChatGPT about you — they’ll see accurate info, correct pricing, and the official booking link. No confusion. No middlemen. No lost customers.

Timing Is Everything

If you think AI doesn’t affect golf, think again. Voice searches like “Hey Google, what courses near me are open this afternoon?” are already shaping where people play. Trip planners, travel sites, and even in-car infotainment systems are leaning on AI to recommend destinations.

The problem is, if your course isn’t feeding clean, verified data into that system, you might not show up at all — or worse, show up incorrectly. And in today’s attention economy, being invisible online is the same as being closed.

That’s why TenFore and smbGOLF’s partnership hits at the perfect moment. It’s not about chasing trends — it’s about staying visible and relevant as technology changes the way golfers discover and book their rounds.

What Courses Should Take Away

This isn’t a pitch for tech for tech’s sake. It’s about owning your story online. Your tee sheet and point-of-sale system might be running smoothly, but if AI and search engines don’t recognize your site as the “official” source, you’re basically leaving your online reputation up to chance.

So if you run a course, here’s the new mindset:
Treat your website and digital listings like an extension of your pro shop. Keep them tidy, organized, and up-to-date. Make sure your booking links send players directly to you. And don’t wait until the next big tech shift to adapt — it’s already here.

The Bottom Line

The TenFore Golf and smbGOLF partnership isn’t just about better SEO or fancy tech buzzwords. It’s about empowering golf courses to compete in an AI-driven marketplace where data accuracy is everything.

As TenFore CEO Jonathan Wride put it: “Our customers trust us to power their operations — this partnership helps them win online, too.”

And that’s really what it comes down to. In 2025, golf isn’t just played on fairways — it’s played on the web, in algorithms, and across AI platforms deciding what people see. The courses that embrace that shift will drive more bookings, build stronger brands, and stay one step ahead of the game.

So while AI might not fix your slice or sink your next birdie putt, it just might decide who books the next tee time. Make sure it’s yours.