Speaking
Mike Hendrix speaks on the business of golf: AI, discovery, booking and the technology decisions that decide revenue. Keynotes, workshops and briefings for national conferences, PGA Sections and golf course owner associations.
Recent stages: PGA Show 2026 · OGCOA · NGCOA · ACE Talks · TechCon
On the road
Mike Hendrix, founder of smbGOLF, a digital hospitality agency, talks with golf course owners, operators and PGA professionals about getting found, making booking easy and measuring what matters. Here’s where to catch him next.
Nov 10, 2026
Pacific Northwest PGA Section, Tacoma, Washington. Event details
Dec 15, 2026
Regional Golf Leadership & Operations Forum, produced by Miami Valley Golf. NCR Country Club, Kettering, Ohio. Event details
Jan 26, 2027
Rosen Centre, Orlando, Florida, with the National Golf Course Owners Association. A “Best Of” session from Mike’s 2026 NGCOA AI workshops. Event details
Jan 27, 2027
Orange County Convention Center, Orlando, Florida. Wednesday morning session, time to be announced. Event details
Mar 23, 2027
Brae Burn Country Club, Newton, Massachusetts, with Mass Golf. Event details
Engagements
Main stage sessions for national conferences and PGA Section meetings. Mike delivers his 2026 flagship “Time & Discovery” keynote, or a custom presentation on the AI and operational headwinds facing your attendees.
Half-day, hands-on sessions for boards and regional owner groups. We audit facility tech stacks and identify quick-win AI implementations that recover staff time and improve digital discovery.
Fractional guidance for founders, owners and technology companies: AI operations, marketplace SEO conflicts like “The Breadcrumb Strategy,” and treating technology as a revenue driver, not a line item.
Private briefings for ownership groups and associations on tee sheet trends, booking engine shifts and the AI-search landscape, drawing on 30+ published articles and market maps.
Watch & read
Watch
Strategic analysis on technology adoption and ROI for the 2026 golf season.
Watch
The GolfNow origin story and how Sagacity Golf is different and operator focused.
“I’m drawn to the business of golf. The player development, event management and career opportunities the PGA & USGA work on are great things. Those aren’t my lane. I think about helping owners, founders, instructors and associations grow their business.”
Mike Hendrix · Founder, smbGOLF · Host, Tech Caddie
FAQ
Did you really build the first automated dynamic pricing engine for GolfNow?
Yes. Some operators were already experimenting with changing prices manually, but the process was labor-intensive and inconsistent. I led the team that developed and launched the first automated dynamic pricing engine used by thousands of GolfNow partners. By letting the tee sheet adjust in real time based on actual demand, we turned a fringe tactic into an industry standard.
What was your role in shaping the GolfNow technology ecosystem?
I oversaw the Service Division and led the creation of GolfNow Plus, managed the rebranding and overhaul of GolfNow Ride into ClubBuy, and managed the sales and delivery of GolfNow Answers — a B2B2C call center solution that became a multi-million dollar business with nearly 100% on-shore staff and a true concierge culture.
How did being a multi-unit Subway franchisee influence your approach to golf?
I was a Subway franchisee for 15+ years, where I pioneered the first Subway Box Lunch program and launched one of the brand’s first food trucks. I don’t look at a tee sheet as just a schedule; I look at it as a perishable inventory system that needs the same logistical precision as a national QSR brand.
What did the GolfNow Plus user conferences teach you?
Managing national sales teams and recurring user conferences gave me a front-row seat to the friction points of thousands of operators — and taught me to translate complex technical shifts into actionable operational strategy. Technology is often sold as a silver bullet, but without the right operational lane it just creates more work. That’s why I founded smbGOLF.
Where does your passion for structured data come from?
At GolfNow I oversaw the website service division for thousands of course partners, and I left that role just five months before Schema.org released the GolfCourse type. I’ve always noted that gap. Today I make sure my clients are never “five months late” to the next major shift in discovery — especially as search moves into AI-driven results.
Tell us about your event, audience and date, and we’ll shape the right session.
