NGF TOP 100 BUSINESSES IN GOLF
Since beginning with one facility – Troon North in Scottsdale, Ariz. – in 1990, Troon has evolved into the largest third-party manager of golf and club operations in the world, working with more than 270 courses in 32 countries and 35 American states.
The company has six primary divisions: Troon Golf, responsible for operations of daily fee and resort facilities; Honours Golf, a collection of resort and private facilities headquartered in the Southeast; Troon Privé, which operates Private Clubs; Troon International, which manages properties across the globe; CaddieMaster, which alone has 115 courses; and True Club Solutions.
“Troon is uniquely positioned to help grow the game by developing new golfers and engaging existing golfers (to play even more),” says Troon President Tim Schantz. “New player programs such as the Troon Junior Club and our Get Into Golf initiatives continue to introduce the game to new players – both young and old. At the same time our loyalty and frequency programs are getting the core golf to play more, drive loyalty and enjoy the game even more. For example, we’ve seen dramatic growth in our Troon Rewards program and are rewarding those members for playing more golf.”
Troon is the largest third party manager of member-owned, equity clubs. It is also the largest third party golf management employer of PGA professionals and apprentices (more than 500). Among the services it provides through its various corporate departments are golf operations, agronomy, food & beverage, sales & marketing, human resources, procurement, finance & accounting, design & development, legal & risk management, and information technologies.
In 2017, Troon partnered with Leonard Green & Partners, a highly-respected, Los Angeles-based private equity firm. Troon’s reach continues to extend beyond golf as the company also manages more than 300 lodging units at 13 properties and counts over 115 restaurants under management.
Troon’s current course portfolio includes PGA Tour venues such as Kapalua (Maui), Silverado Resort and Spa (California) and PGA West (California) along with Tiburón Golf Club (Florida), venue for the LPGA’s CME Group Tour Championship and the QBE Shootout (formerly Shark Shootout). Other high profile courses include Troon North Golf Club (Arizona) the company’s flagship facility since 1990, Abu Dhabi Golf Club (UAE), The Grove (England) and the Ocean Club Golf Course (Bahamas).
“There’s no better time than now to be in the business,” said Troon founder, chairman and CEO Dana Garmany. “The third party management portion is growing significantly – we peg it to be about 23 percent of total courses by 2020. There’s a ton of growth out there for everybody, which is a major change. We used to have to sell ourselves, but the concept alone is getting more accepted, so it makes our job a little easier.”
With more than 15,000 associates worldwide serving over 300 client clubs, Troon has proven ability to help golf courses excel in a competitive industry.
By being a third-party manager and not an owner (with the exception of Troon North Golf Club, the company’s flagship facility, and NorthRiver Yacht Club in Alabama), the company has weathered any economic downturns quite well over the past 25 years. A successful expansion into the international market has broadened its reach and further strengthened the company’s reputation as a highly respected course operator.