Valentine Godin, founder and CEO of AI platform Maya, explores how data, automation, and connected technology are transforming the future of golf course management.
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
What if your golf course could anticipate its own needs, adjusting irrigation, predicting turf health, and optimising resources before problems arise? Imagine a system that learns from past conditions, predicts what’s coming, and makes real-time recommendations to support better decision-making.
While course maintenance has always relied on expertise, science, and hands-on experience, today’s advancements in data, AI, and automation are opening up new possibilities for golf club management as a whole.
With climate uncertainty, rising operational costs, and stricter regulations, managing a golf facility has never been more complex. AI and automation are emerging as genuine assistants, helping course teams save time, optimise resources, and enhance decision-making with accurate, data-driven insights.
The golf course of the future will not just react to conditions; it will anticipate them, refine maintenance strategies, and build resilience for years to come, working with nature to protect resources, support sustainability targets, and preserve course quality for future generations.
About Valentine Godin
Valentine Godin is the founder and CEO of Maya, an AI-powered platform for precision turf and land management used by leading golf courses and sports venues worldwide. An expert in engineering leadership and AI application, she turns complex agronomic and environmental data into practical insights for turf professionals. Her work makes AI and data analytics accessible, helping greenkeepers enhance turf quality, optimise resources, and support sustainable management without losing traditional craftsmanship.
AI & automation: A new era of data collection
The backbone of this transformation is connected hardware and IoT (Internet of Things) technology. Weather stations, soil sensors, and automated monitoring devices now make it easier than ever to gather real-time, granular data about course conditions. How much moisture is in the soil? What’s the evaporation rate? When is the best time to irrigate? These questions, once answered through experience alone, can now be supported by live data and predictive analytics.
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AI-powered tools are also reshaping how course teams operate. While AI cannot (and should not) replace the expertise of greenkeepers, it can automate data collection, track maintenance history, and identify emerging trends in turf health. This not only reduces admin time but also supports club managers in understanding where efficiencies can be made and how maintenance decisions align with wider operational goals.
From data to action: Smarter decisions with AI
Having access to data is one thing, knowing how to use it is another. This is where AI-driven analytics can add real value for management. Rather than relying solely on visual assessments, experience, or manual records, AI can process thousands of data points and turn them into actionable insights:
- Predicting disease outbreaks before they occur, based on local conditions and historical trends.
- Optimising nutrient inputs and water use for efficiency and sustainability.
- Providing evidence-based insights that can inform budgets, staffing, and communication with committees.
AI doesn’t replace decision-making, it enhances it. By equipping greenkeepers and managers with reliable, real-time information, it supports more confident choices in an increasingly challenging operating environment.
Fleet & resource management: Technology beyond the turf
The benefits extend well beyond turf health. Automated fleet tracking, digital maintenance logs, and predictive servicing can reduce downtime, extend the lifespan of machinery, and improve cost control.
At the same time, digital inventory systems ensure that fertilisers, wetting agents, and irrigation products are stocked efficiently, helping clubs avoid waste, manage compliance, and forecast budgets more accurately.
These technologies also support clearer communication between course managers, general managers, and committees. When decisions are backed by data, it becomes easier to demonstrate value, explain priorities, and align maintenance practices with sustainability and business objectives.
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A future of precision and sustainability
The shift towards data-driven turf management is still in its early stages, and with it comes both challenges and opportunities. AI, automation, and connected sensors are already proving their worth, but they also require investment, training, and integration with existing systems.
For golf club managers, the key will be to view these tools not as replacements for skilled professionals, but as enablers, helping teams work smarter, communicate more effectively, and plan more strategically.
The golf course of the future will be defined by precision, sustainability, and collaboration between people and technology. It’s about making decisions faster, smarter, and more sustainably, ensuring that clubs can thrive in a world of rising expectations and finite resources.
Future Ready
Valentine Godin will be hosting a breakout session at the Golf Club Management Conference & Exhibition 2025. The event will bring together experts, thought leaders, and innovators to share practical insights, strategies, and solutions for the future of golf club management. Attendees can expect a dynamic programme of keynote speakers, panel discussions, interactive workshops, and an expanded exhibition showcasing the latest products and services in the sector.
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
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