Operation 36 Golf

What Operation 36 Golf does

Operation 36 Golf is a structured beginner golf development program built around a proprietary 6-level reverse-order curriculum that starts participants at 25 yards from the green and progresses them to the full tee box once they can shoot 36 (par) over 9 holes. The program is licensed to golf professionals and facilities worldwide, who use the Op 36 cloud-based coaching platform, mobile apps, and curriculum to deliver group lessons, 9-hole events, and progress-tracked learning to beginner golfers of all ages, with particular emphasis on juniors, families, ladies, and seniors. The technology stack includes a cloud SaaS platform operated by Golf Genius Software, Inc., a separate Golfer & Parent mobile app for participants, a dedicated Coach Dashboard mobile experience for professionals, GPS-enabled on-course scoring, and video curriculum delivery across 72 lessons. Distribution combines a B2B licensing model targeting PGA/LPGA coaches and facilities, a public marketplace that lets golfers find local programs, direct-to-consumer sign-ups via operation36.golf, a wholesale equipment channel for level-aligned clubs, and content partnerships including a Rory McIlroy series on GolfPass.

The business operates on a recurring subscription licensing model in which golf professionals and facilities pay annual fees quoted per subscription invoice for access to the curriculum, platform, and brand. A secondary hardware revenue stream was introduced through the Op 36 Clubs wholesale program, where coaches purchase level-aligned clubs at wholesale pricing for resale to students, creating an integrated curriculum-to-equipment funnel. The program has scaled to 810+ licensed locations across 11 countries, 2,500+ participating coaches, and 220,000+ golfers as of 2025, with the parent Golf Genius Software, Inc. being a Delaware corporation headquartered in Garner, North Carolina. Co-founders Matt Reagan, PGA, and Ryan Dailey lead the program, which is reported as having generated over $90 million in cumulative revenue for its coach and facility licensees since 2015.

Name

Operation 36 Golf

Legal name

Golf Genius Software, Inc.

Website

https://operation36.golf

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Operation 36 Golf licenses a proprietary 6-level reverse-order beginner golf curriculum and cloud coaching platform to 2,500+ golf professionals and 810+ facilities worldwide, serving junior, family, and adult beginner golfers through subscription licensing, branded equipment, and mobile apps.

Ownership category

akta.pro rank

Product category

Golf Coaching Software

NAICS

Golf Courses and Country Clubs (713910), Professional and Management Development Training (611430), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Golf Training Aids & Swing Analytics Retail (CRAMAGAG)

akta.pro secondary industries

Golf Courses & Golf Facilities (MPAKAEAD), Junior & Beginner Golf Starter Sets Retail (CRAMAGAM)

Keywords

• Golf instruction platform
• Beginner golf curriculum
• Junior golf development
• Coach management software
• Golf coaching SaaS

Headquarters

HQ city

Garner

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Program Licensing to Golf Professionals & Facilities: Golf professionals and facility managers enter into licensing agreements with Golf Genius Software, Inc. to offer the Operation 36 program at their facilities. The license grants access to the SaaS coaching platform, the Op 36 curriculum, program management tools, and use of the Operation 36 brand and trademarks. Licensees pay subscription fees quoted in their subscription invoices, with fees due in advance. The program has generated over $90 million in coaching revenue for coaches and facilities since its 2015 launch.
2. Equipment Sales (Clubs): Op 36 launched a wholesale club program enabling coaches to purchase and resell Op 36 branded golf clubs to their students. Coaches access wholesale pricing through a private portal and can offer clubs specifically designed for each level of the Op 36 progression system. This creates an additional revenue stream for coaches and a potential revenue share or direct sales channel for Op 36.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Operation 36 Golf licenses a structured 6-level beginner golf development program to golf professionals and facilities, who deliver it to junior and adult learners. The offering combines a video-based curriculum, a cloud SaaS coaching platform, two mobile apps (Golfer/Parent and Coach), GPS-enabled on-course play, and gamified progression tracking, with a wholesale beginner-clubs program as an add-on revenue stream.

Product overview

Operation 36 Golf is a beginner golf development platform consisting of a core 6-level curriculum program and two complementary mobile applications. The core Operation 36 program teaches golf in reverse, starting beginners at 25 yards from the hole with the goal of shooting 36 (par) over 9 holes before progressing to longer distances. The Golfer & Parent Mobile App serves beginners with video lessons, GPS course navigation, practice plans, and community features. The Golf Coach App/Platform provides golf facilities and professionals with program management tools, event management, student tracking, and business reporting. Additional offerings include Coach Certification (licensing), an Op 36 Clubs Wholesale Program for beginner-appropriate equipment, and free coaching resources. The platform is owned and operated by Golf Genius Software, Inc.

Differentiator

Problem solved

Functional benefit

Products and services

• Operation 36 Golf Core Program A 6-level beginner golf development program that teaches golf in reverse, starting players at 25 yards from the hole and progressing to the full tee box. Licensed to golf professionals and facilities who deliver the program to junior and adult learners; the program has generated over $90 million in revenue for coaches and facilities since 2015 and serves over 220,000 golfers.
• Golfer and Parent Mobile App Free mobile application for beginners and families guiding them through the Operation 36 journey, with 72 video lessons across 6 levels, integrated GPS for on-course navigation, guided practice plans and games, a golf journal, program marketplace to find local coaches, and community features including leaderboards and global challenges.
• Golf Coach App and Platform Turn-key SaaS coaching platform for golf facilities and professionals to manage Operation 36 programs, including program builder, private registration website, email and feed announcements, 9 Hole Event Manager, gamification with leaderboards and points, automated celebrations, and business and facility reporting dashboards. Used by over 2,500 golf professionals.
• Op 36 Coach Certification and Licensing Program Licensing and certification program for golf professionals and facility managers to become authorized Operation 36 coaches and offer the program at their facilities, including access to the SaaS coaching platform, curriculum, marketing support, and use of the Operation 36 brand and trademarks.
• Op 36 Clubs Wholesale Program Wholesale program enabling coaches to access discounted pricing on custom-fitted beginner golf clubs specifically designed for Operation 36 learners, with progression-based club sets aligned to the 6-level curriculum. Distributed to coaches via a private coach portal for resale to students.

Quantifiable outcome

• More than 90% of participants who start at Level 1 and complete the program successfully shoot 36 or better from the full tee box.
• +6 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• First Tee: National nonprofit that introduces young people to golf through structured, curriculum-based programs at affiliated courses. Directly comparable as a beginner/junior golf development ecosystem with a facility-based delivery model.
• U.S. Kids Golf: Specializes in junior golf equipment, tournaments, and learning programs for kids. Comparable to Op 36's junior-focused curriculum and the newly launched Op 36 Clubs wholesale program serving beginners.
• SwingU: Golf GPS rangefinder and instruction app used by coaches and players for shot tracking, lessons, and coaching workflows. Comparable as a mobile-first coaching platform with consumer and coach user bases.
• Skillest: Online marketplace connecting golfers with remote coaches for video-based lessons. Comparable as a digital-first golf coaching platform serving both consumers and coaches.

Emerging players

• Arccos Golf: Sensor-based shot tracking and AI coaching platform used by competitive amateurs and coaches. Comparable as a coaching-enabling technology layer that overlaps with Op 36's coach dashboard and progress-tracking features.

Broad incumbents

• Toptracer: Ball-tracking technology deployed at driving ranges and broadcast events, owned by Topgolf Callaway. Comparable as a broader golf performance and analytics platform that interacts with the same coaching ecosystem.
• TrackMan: Premium launch monitor and performance analytics used by coaches, fitting studios, and tour professionals. Comparable as an incumbent in the golf coaching/performance technology stack that Op 36's coach platform sits adjacent to.
• GolfTec: National chain of indoor golf instruction centers with proprietary coaching technology and certified coaches. Comparable as a scaled, technology-enabled golf instruction business targeting serious learners.
• PGA Junior League: PGA of America's team-based junior golf program delivered through affiliated clubs. Comparable as an incumbent structured junior golf program competing for the same facility-level programming slot at golf courses.

Others

• CoachNow: Mobile coaching platform for athletes in multiple sports, owned by the same parent (Golf Genius Software). Comparable as a sibling platform in Golf Genius's coaching portfolio with overlapping coach user base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/operation36
• Xx.com/op36golf

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Operation 36 Golf