Sam Poole of Aquila Golf explains how AI can streamline operations, boost revenue and free managers to focus on delivering outstanding member experiences.
Artificial intelligence is reshaping the way industries operate, and golf clubs are no exception. From automating administrative tasks to providing data-driven insights, AI offers a world of opportunity for club managers looking to work smarter.
That’s the message Sam Poole, Managing Director of Aquila Golf, will share in his breakout session at the GCMA Conference, where he aims to demystify the technology and show how it can deliver real, measurable benefits for clubs of all sizes.
“The breakout session will deliver a practical guide on how golf club managers can implement AI,” he explained. “We will take a look at what AI actually is, dispel some of the myths and provide a framework which will allow clubs to identify opportunities to implement AI solutions which can save valuable time, increase revenue and help make data-driven decisions.”
While the emerging world of AI can still feel daunting to some, Poole believes the reality is far more accessible.
“The concept of AI can seem rather complex but the implementation of some simple techniques that can really help golf club managers is actually very user-friendly,” he said. “The best way to overcome this is to start small, have a specific problem in mind that you are trying to solve and start with a platform like ChatGPT to understand the potential of what is possible.”
About Sam Poole
Sam Poole is the Managing Director of Aquila Golf, where he leads the digital marketing strategy for a range of golf clubs across the UK. With over 15 years of experience in the golf industry, Sam specialises in using data-driven digital campaigns to boost membership, visitor revenue, and brand visibility. He has helped numerous clubs modernise their marketing approach, harnessing tools like targeted social media, CRM systems, and SEO to deliver measurable results. Sam is passionate about helping clubs adapt to the evolving digital landscape and is recognised for bringing fresh, effective marketing solutions to the traditional golf sector.
That step-by-step approach can yield quick and tangible results. Poole points to practical examples that any manager can try.
“By starting with a large language model such as ChatGPT – it is free to use and all you need to do is type in the details of the problem you are trying to solve or the area you are looking to explore,” he said.
“One quick win with ChatGPT is report writing. You can input data such as tee sheet utilisation for the full year and it will analyse, report on trends and make suggestions on how you can potentially fill the quiet times on your tee sheet. That will likely take ChatGPT under a minute to produce.”
The potential, he says, extends across clubs of every size, meaning AI solutions are available for all.
“Smaller clubs with limited resources can benefit massively from the time savings that are possible, especially with basic admin tasks,” he explained. “Larger clubs will see significant benefits in the potential for in-depth data analysis, allowing them to make more informed decisions, which in turn helps reduce costs and increase revenue.”
Still, Poole is keen to stress that embracing AI should never come at the expense of personal interaction, something that remains central to the golf experience.
“For me, the implementation of AI in golf clubs is in no way a replacement for the human touch,” he said. “Our approach is to find ways of giving time back to golf club managers, allowing them to focus more on the member and guest experience.
“As the influence of AI grows across all areas of life, those human interactions and experiences will become more and more important and it is vital that golf clubs can focus on that without getting bogged down with basic tasks that can be done by AI.”
Ultimately, Poole hopes that club managers come away from his session with renewed confidence and curiosity about what AI can do for them.
“I hope that managers will go away from the session without any fear of AI, ready to embrace the opportunities that it presents,” he said. “We will be working through some practical examples from simple techniques to more advanced applications, so there should be something for everyone to take away.”
For Poole, the future of golf club management lies not in replacing people with machines, but in equipping managers with smarter tools. With AI now accessible, intuitive and affordable, the opportunities are clear.
Future Ready
Sam Poole 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.
