Unlocking Revenue Potential: GOLFNOW’s Game-Changing Athena Technology Revolutionizes Golf Course Management

GolfNow Unveils Athena at the 2025 PGA Show in Orlando

ORLANDO, Fla. – This week, GolfNow is excited to introduce Athena, a cutting-edge technology designed for golf course operators. Athena uses smart learning to make over 45,000 daily pricing decisions, helping golf courses boost their revenue, improve operations, and enhance the overall experience for golfers. The official launch is happening at the 2025 PGA Show in Orlando.

Athena takes dynamic pricing to an advanced level. It uses machine learning and artificial intelligence to help golf course operators make well-informed pricing decisions by the hour, while considering various factors that affect golfers’ choices.

This technology analyzes numerous variables like weather, time of day, and market trends every hour. By doing this, it predicts the best pricing strategies, putting powerful tools into the hands of golf course operators. Athena’s thousands of pricing options can be integrated into a golf course’s electronic tee sheet instantly and securely.

“Athena will transform golf revenue management, allowing our system to learn and adapt quickly,” said Todd Triplett, Senior Vice President at GolfNow. “Its intelligent design aligns pricing with demand and golfer habits, which boosts revenue and golfer satisfaction at the same time.”

A key feature of Athena is “price smoothing.” This innovative approach adjusts prices subtly across tee times, unlike traditional systems that often rely on strict pricing rules.

Athena not only broadens pricing choices for golfers but also enhances data collection for understanding price response and optimization factors.

“We’re thrilled to bring Athena to the market to meet a genuine need,” said Diala Gammoh, Vice President of Data Strategy & Monetization at GolfNow. “Creating such an intelligent solution took extensive teamwork and dedication from our data scientists, tech team, and business partners.”

Athena’s standout features include:

• Predictive & Prescriptive Pricing: Optimizes pricing using AI and machine learning.
• Dynamic Pricing Engine: Responds instantly to demand, accommodating weather and other influences.
• Price Smoothing: Promotes intelligent pricing adjustments and features a customer-oriented approach.
• Customizable Reporting Dashboard: Provides useful insights at a quick glance.
• Seamless & Secure Integration: Works flawlessly with GolfNow’s tee sheet technology.
• Remote Revenue Management Services: Connects golf course operators with experts to maximize Athena’s features.

GolfNow team members will showcase Athena through live demonstrations at the PGA Show. Stop by the NBC Sports Next booth #601 for more insights.

About GolfNow

GolfNow is a leading technology company that connects golfers with their favorite courses. It runs the largest online tee-time marketplace, providing 3.5 million registered golfers additional options for booking tee times online or through mobile devices 24/7. Additionally, GolfNow offers vital management technology and marketing services to over 9,000 golf courses in 52 countries globally. Golfers can also enjoy added benefits through GolfPass, which offers rewards and exclusive perks. GolfNow operates from offices located in Orlando, Florida, and Belfast, Northern Ireland.

Dan Higgins

NBC Sports Next

Dan.Higgins@nbcuni.com

407-496-8107