Orlando, Florida, United States: Early conversations at the 2026 PGA Show revealed a clear and consistent theme among golf course operators: while the industry has benefited from several years of exceptional demand, leaders are now focused on how to sustain revenue as growth inevitably stabilises.

After dozens of conversations with property owners, general managers, management company executives, marketing leaders, and multi-course operators during the opening day of the PGA Show, Gallus Golf reported a growing emphasis on engagement, loyalty, and data-driven communication as core strategies for long-term financial stability.

Rob Hoffman, Chief Growth Officer at Gallus Golf, said: “Operators aren’t panicking, but they are realistic. The conversations we’re having aren’t about chasing the next spike in demand. They’re about protecting the customer relationships that were built during the boom years and ensuring revenue holds when rounds level off or decline.”

Across markets and course types, Gallus Golf said several themes are consistently emerging, most notably that revenue sustainability matters more than short-term marketing tactics. Operators are increasingly focused on maintaining participation, spend, and loyalty rather than relying on peak demand to carry performance.

Course leaders are paying closer attention to how often golfers interact with their brand – digitally and on property – as a signal of future revenue health.

There is strong interest in tools that don’t simply collect data, but help operators understand behaviour and communicate more meaningfully with their golfers over time.

These observations reinforce conclusions outlined in Gallus Golf’s recent industry benchmarking report, which demonstrated that courses with higher levels of on-going digital engagement consistently experience stronger loyalty and more resilient revenue patterns.

Gallus Golf said its latest platform capabilities, including expanded golfer stat tracking and AI-powered performance analysis, appear well-aligned with what operators are describing on the show floor: a desire to turn everyday rounds into on-going relationships rather than one-time transactions.

“The takeaway for us isn’t excitement – it’s confirmation,” said Gallus CEO, Jason Wilson. “When operators independently describe the same challenges and priorities we’ve been building toward, that tells us we’re working on the right problems.”