What appliedgolf does

Applied Golf Management (appliedgolf) is a US golf course and hospitality management company founded in 2006 by Dave Wasenda and headquartered at 400 Rike Drive, Millstone Township, New Jersey. The company provides customized management solutions to owners of public, semi-private, and private golf facilities across five integrated service modules: Golf Operations Management (pro shop, tee-sheet optimization, labor utilization), Agronomy Services (GCSAA-certified turf programs, soil analysis, capital improvements), Financial Management (budgeting, forecasting, vendor negotiations), Food and Beverage Services (dining programs, banquets, special events), and Marketing Services (websites, SEO, branding, e-marketing). Its underlying technology stack centers on the third-party GolfNow online tee-time platform, used by its Sales, Revenue & Field Manager to optimize utilization and tee revenue across the portfolio, supplemented by proprietary agronomic programs tailored per property.

The company operates a portfolio of 13 public and private golf facilities across New York, New Jersey, and Florida, with footprint extending up and down the East Coast and as far west as Indiana. Customer base spans municipal/government courses (e.g., Putnam County Golf Course), mid-market semi-private clubs (e.g., Knob Hill, Concordia, Hawk Pointe), historic private clubs (e.g., Trenton Country Club, est. 1897), and a PE-owned country club (St. Petersburg CC). Pricing is not publicly disclosed; contracts are customized and sourced through direct, relationship-based field sales to property owners seeking turnaround, stabilization, or operational expertise.

In July 2023, Applied Golf was acquired by Troon, the world's largest golf and hospitality management company operating 820+ locations. Post-acquisition, Applied Golf maintains its Millstone Township office and continues to operate regionally under Dave Wasenda as Founder and President, now functioning as Troon's Northeast-focused platform. The company is privately held, with no disclosed funding rounds or institutional investors beyond the Troon strategic acquisition.

Name

appliedgolf

Legal name

Applied Golf Management

Website

https://appliedgolf.com

Company type

Private

Founded year

2006

Operating status

Acquired

Headcount range

11–50 employees

Short description

Applied Golf Management is a US golf course management company founded in 2006 that provides customized operations, agronomy, F&B, financial, and marketing services to owners of public, semi-private, and private golf facilities, managing 13 properties across New York, New Jersey, and Florida, and acquired by Troon in July 2023.

Ownership category

akta.pro rank

Product category

Golf Course Management Services

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Management Services (8741)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf course management
• Hospitality management services
• Agronomy consulting
• Club operations management
• Country club management

Headquarters

HQ city

Millstone

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Golf Course Management Services: Provides comprehensive golf course management services including golf operations, agronomy, food & beverage, financial management, and marketing to golf facilities. Revenue derived from management contracts with golf course owners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Applied Golf Management (appliedgolf) provides customized golf and hospitality management solutions to golf course owners and country clubs. The company delivers five core service modules—Golf Operations Management, Agronomy Services, Financial Management, Food & Beverage Services, and Sales & Marketing Services—across its managed portfolio of public and private golf facilities in New York, New Jersey, and Florida.

Product overview

appliedgolf is a golf course management company that provides customized management solutions for golf and hospitality businesses. The company offers five core service modules: Golf Operations Management (pro shop, tee sheet, labor optimization), Agronomy Services (GCSAA certified turf management), Financial Management (budgeting, forecasting, vendor negotiations), Food & Beverage Services (dining programs, menu development), and Marketing Services (website development, SEO, branding). The company manages a portfolio of 13 public and private golf facilities across New York, New Jersey, and Florida, including championship courses, semi-private clubs, and private country clubs. Prior to its acquisition by Troon in July 2023, Applied Golf Management operated as an independent entity managing properties such as Putnam County Golf Course, Blue Hill Golf Course, Knob Hill Golf Club, Spook Rock Golf Course, St. Petersburg Country Club, and others throughout the Northeast and Southeast regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Golf Operations Management Professional assessment and optimization of entire golf operations including Pro Shop Management, Point of Sale Specialists, Tee Sheet Optimization, Labor Utilization, Member Services Analysis, Outing and Tournament Programs, and Comparative Market and Pricing Analysis; delivered to golf facility owners.
• Agronomy Services GCSAA-certified specialists devise, create, and implement agronomic programs including Agronomic Program Development, Soil and Turf Analysis, Labor Utilization and Training, Topography Assessments, Capital Improvement Projects, Cost Effective Purchasing Solutions, Equipment Integration, Irrigation Assessments, and Continuous Site Inspections.
• Financial Management Consulting services addressing all aspects of golf and hospitality management including Budget Preparation and Analysis, Short and Long Term Forecasting, Capital Improvements Management, Cash Flow Analysis, Expense & Data Management, Property Assessments, Analysis of Club Membership Structures, Vendor Negotiations, Comprehensive Market Analysis, and Business Development.
• Food & Beverage Services Food and beverage operation management including Customized Dining Programs, Pricing Structure Development, Menu Creations, Logistic Market Analysis, Labor and Staffing Utilization, Assessment of Culinary Equipment, Furniture and Fixtures, Cost Management, Competitive Analysis, and Revenue Enhancement of Banquets, Outings and Special Events.
• Sales & Marketing Services Marketing services including Website Development, Print & Digital Graphic Designs, Social Media Integration, Branding & Re-Branding, Logo Designs, Content Development & Management, Newsletters & Communiqués, Demographic Research, Target Marketing, E-Marketing Campaigns, Market & Comparative Analytics, Strategic Media Placements, Mobile Apps Advertising, Search Engine Optimization (SEO), Google AdWords Campaigns, and On-Site Digital Display Signage.

Quantifiable outcome

• Putnam County Golf Course received high praise from Golfweek Magazine course raters who noted it 'should hold a higher ranking and position in the golf community than the well-kept secret that it is'

Named customers13 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• TrooncoreStrategic or Co-development Partner · 6 July 2023Troon, the leader in providing golf and club-related leisure and hospitality services, acquired Applied Golf Management in July 2023. Troon is headquartered in Scottsdale, Arizona and is the world's largest golf and golf-related hospitality management company providing services at 820+ locations. As part of the acquisition, Troon assumed management of Applied Golf's portfolio of 13 public and private golf facilities in New York, New Jersey and Florida. Applied Golf continues to maintain its Millstone Township, New Jersey office and all associates continue to support and manage facilities in the region.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Invited Clubs (formerly ClubCorp): Largest owner-operator of private golf and country clubs in the United States with more than 200 properties. Comparable as a broad incumbent that historically owned/managed many of the same type of private country clubs that Applied Golf manages under contract (e.g., Trenton Country Club-style properties).
• Troon: Acquired Applied Golf in July 2023 and is the world's largest golf management company operating at 820+ locations globally. Comparable because Troon is the dominant broad incumbent offering the same five-module management services (operations, agronomy, F&B, finance, marketing) at scale, and Applied Golf now operates as its regional Northeast division.

Direct peers

• KemperSports: Chicago-based golf and hospitality management company managing 130+ properties including public, private, and resort courses. Directly comparable as a multi-module golf management services firm competing for the same owner relationships and offering agronomic, F&B, and operational management.
• Billy Casper Golf: Major golf course management and consulting firm (now part of BrightView) that managed over 160 properties at its peak. Directly comparable as a third-party golf management operator competing head-to-head for management contracts at private and public courses across the United States.
• St. Andrews Management Group: Mid-sized golf course management and consulting firm operating in the Southeast and Mid-Atlantic regions. Directly comparable as a regional golf management peer competing for management contracts on private and semi-private clubs in geographies overlapping Applied Golf's footprint.
• American Golf Corporation: One of the largest operators of public and private golf courses in the United States, managing more than 90 facilities. Directly comparable as a national-scale golf management company offering operations, agronomy, and F&B services under management contracts.
• Arcis Golf: Dallas-based owner and operator of a portfolio of private, resort, and daily-fee golf clubs. Directly comparable as a golf management and ownership platform with multi-module service delivery, competing for the same private club owner relationships.
• Heritage Golf Group: Dallas-based private club management company focused on upscale country clubs and golf properties. Directly comparable as a turn-around specialist that manages both member-owned and investor-owned clubs, frequently taking over underperforming facilities similar to Applied Golf's playbook.

Others

• Pinehurst Resort Country Club (management entity): Iconic golf resort and club operator with significant in-house agronomic, F&B, and operations capability. Adjacent comparable as a sophisticated in-house golf operations organization — useful benchmark for service excellence even though it does not manage third-party properties competitively.

Emerging players

• National Golf Management: Smaller-scale golf management services firm offering operations and agronomy consulting to a limited number of properties. Comparable as a niche emerging player in the same managed-services category, though with smaller scale than Applied Golf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/appliedgolf
• Facebookfacebook.com/appliedgolf
• LinkedInlinkedin.com/company/appliedgolf

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 appliedgolf