CMAA Magazine May/June 2024 - Inrange Article

BY JENNIFER M C NALLY

Swinging into the Future

HOW TECHNOLOGY IS SHAPING GOLF AT CLUBS ACROSS THE COUNTRY

Golf has been undergoing a profound transformation over the past decade, driven largely by leaps in technology that have redefined the sport. From cutting-edge equipment to sophisticated training aids and digital platforms, these advancements have revolutionized how golfers engage with the game, whether they’re playing, practicing, or watching.

Read on to learn more about the introduction of various golf technology at clubs across the country, and how the experience is improving more than just members’ games.

Inrange® Technology Levels Up Grey Oaks’ Golf Game

Grey Oaks Country Club in Naples, FL, set out to redefine the golfing experience by offering something unique and exclusive to its members in 2023. Director of Communications and Marketing Mira Hale Crigler said the club’s vision extends beyond the traditional approach to golf; it’s about creating an environment that fosters relationships, utilizes top-notch facilities, and leverages the latest in technology. “We create experiences based on relationships, based on facilities, and based on technology,” Crigler said. “And our goal is really to have our members live their best lives—whether that’s improvement of a golf game or whether that’s bringing families together to enjoy each other and the game of golf. We want to be on the cutting edge of what’s available.”

Innovation lies at the heart of Grey Oaks’ approach. One such groundbreaking addition to the club has been the installation of the Inrange® Technology system. Grey Oaks takes pride in being the second private club in the United States to feature this technology. Inrange® is more than just a technological advancement, according to Grey Oaks' PGA Director of Golf Instruction Bob Usher; it’s a platform that brings people together, enhancing the communal and interactive aspects of golf. The staff took great pride in the development and rollout of this system, which has been met with enthusiastic approval and frequent use by members.

Grey Oaks Country Club, Naples, FL

• Inrange® Technology was installed outdoors (driving range) and indoors (performance center) and available for member use in January 2023.

• GO Play is the name of the club’s new outdoor Inrange® pavilion/pergola space.

• The pergola/GO Play outdoor covered space was available for member use in July 2023.

Results Speak for Themselves

Usage statistics indicate that members are actively engaging with the new technologies and enjoying their benefits. Originally, the launch of Inrange® at the club marked a significant enhancement in the golfing experience for members and guests, Usher said. With this new system, individuals were able to download an app on their phones that provides comprehensive ball data.

The concept of gamifying sports is gaining traction, and the new platform brought that gamification to Grey Oaks. The platform includes a variety of games such as long drive, closest to the pin, and a target shrink game. The setup included mats at the back end of the range where everyone practiced. Each practice bay, numbered from one through 26, was equipped with the necessary technology. This initial introduction was supported by daily assistance from staff, helping users to download and navigate the app, as David Benjamin, MBA, CHTP, the club’s Director of Information Technology, noted, leading to a high adoption rate among members and guests.

All Levels Welcome

The system caters to different skill levels. Advanced players appreciate the detailed ball data that allows for more precise practice at targeted ranges, while beginners enjoy simply seeing how far they can hit the ball.

Inrange® has excelled in gamifying golf, introducing a variety of engaging games such as Bullseye, Shrinking Target, Destroyer, and 21. For instance, in the game 21, players aim for targets that display card values, attempting to reach a total of 21. Another game that tailors the experience to the skill level of the player is Shrinking Target.

Additionally, a game called Destroyer offers a unique twist particularly appealing to children or beginners who struggle to launch the ball. In this game, if a player manages to get the ball just 10 feet in the air, it lands in a “bounce zone” that propels it farther, simulating a 200-yard drive. This feature allows them to effectively compete alongside more seasoned players, such as their parents, making the game enjoyable for all skill levels.

As the season progressed, the club introduced Inrange® Plus, further expanding the technology’s offerings. This new addition was integrated into the club’s Inrange® GO Play, a pergola area featuring two covered bays. This setup allowed up to 16 people to use the facility simultaneously.

The ability to personalize experiences was a key factor in partnering with Inrange®.

David Benjamin, MBA, CHTP, Director of Information Technology

Personalizing the Golf Experience

From an IT perspective, the focus is increasingly on creating personalized experiences, said Benjamin. “The ability to personalize experiences was a key factor in partnering with Inrange®,” he said. The technology has successfully provided personalized experiences for members, allowing them to access detailed insights into their game through the app.

This includes specific feedback on using various clubs and improving performance in different areas such as drivers or wedges. “By building tailored profiles, the club adds significant value to the membership experience. The decision to collaborate with Inrange® was driven by their reputation for innovation and world-class technology, ensuring members receive a high-quality, best-in-class experience,” Benjamin said.

The Driving Forces Behind the Investment

Investing in the Inrange® platform was driven by several megatrends relevant not only to the country club industry but to all sectors, Crigler said. These include the trend toward youthfulness—people maintaining a playful approach to business and life—the demand for personalization, and the increasing popularity of gamification. The simplicity of the program, which is

user-friendly regardless of computer literacy, aligns with the trend toward ease of use. “The alignment with broader trends across the club made the investment particularly compelling, underscoring its relevance and potential impact across various aspects of business and member engagement,” she noted.