In this episode of ModGolf LIVE, recorded on the show floor at the 2026 PGA Show in Orlando, host Colin Weston sits down with the leadership team behind CourseRev.ai and PITCHcrm. This isn't just a conversation about technology; it's a deep dive into the real-world challenges of getting a tradition-rich industry to adopt modern solutions.

Colin is joined by Del Ratcliffe (President of CourseRev.ai & COO of Pinnacle Golf Properties), Matt Wade (VP of Product, PITCHcrm), and Chris Hill (CTO, CourseRev.ai). Together, they discuss the "secret sauce" of their tech stack - from an AI voice concierge that answers the phone to a CRM that automates marketing - and how they balance cutting-edge AI with the human touch required to train course operators.

Del, bringing his 30+ years of course ownership experience, shares why he’s the "main guinea pig" for the products, how they handle the complexity of different golf course business models, and why getting a course to use the tech is harder than selling it. The team also teases the future of dynamic pricing using unstructured data and explains why AI isn't about replacing staff, but about freeing them up to create better face-to-face experiences.

Are you more of a watcher than a listener? Then enjoy our video with Del, Chris and Matt on The ModGolf YouTube channel live from The 2026 PGA Show. Click on this link or the image below as we extend our podcast conversation with key takeaways and lessons learned.

Key Topics & Discussion Points
Live from the PGA Show: Colin introduces a "3x" interview with three guests representing two integrated companies.

What is CourseRev AI? An AI-powered voice and chat concierge designed to handle tee time bookings, modifications, and general questions, taking the pressure off pro shop staff.

The "Main Guinea Pig": How Del Ratcliffe’s role as a multi-course operator (Pinnacle Golf Properties) allows the tech team to build solutions that solve real, painful problems.

Introducing PITCHcrm: The "oldest product" in the family (since 2012) that automates email and SMS marketing based on customer reservation history, no-shows, and behavior.

The Adoption Hurdle: Why selling the software is easy, but onboarding and training staff on how to use it is the real challenge in a non-early-adopter industry.

Customization vs. Scaling: How the team handles the fact that no two golf courses are alike. Chris Hill explains how they now use natural language programming to quickly customize AI rules for specific course restrictions (e.g., "no seniors after 2 PM on Saturday").

Dynamic Pricing Deep Dive: The debate among owners about surge pricing, and how CourseRev.ai integrates instantly with tee sheets to reflect pricing changes.

The Tease: Chris Hill hints at new dynamic pricing strategies that use unstructured data (like weather and demand factors) in ways humans never could.

Serving Different Course Types: How the technology adapts to MCOs (Multi-Course Operators) with one clubhouse vs. multiple locations spread across states.

The "Robocall" Fear: Addressing the misconception that AI phone answering is like the frustrating automated systems of 10 years ago.

AI & Employment: The team confirms that AI isn't eliminating jobs; it’s allowing staff to focus on high-value, face-to-face interactions in the pro shop.

Measuring Success: Using AI to track KPIs, identify frequently asked questions, and help course operators improve their websites and customer service.

Notable Quotes
Del on the Industry: "We're still largely an industry of mom-and-pop operations out there. Change is not real easy for us to overcome, and it can be scary, too."

Chris on Tech Debt: "With AI, we can actually implement that much easier rather than trying to build something really rigid and structured in code. We can just write that now in natural language."

Matt on Staffing: "Everyone listening to this has probably been in a situation where you've been in the pro shop and the guy's on two phones. It's definitely not eliminating staff because then you can even get more face-to-face quality interactions."

Colin on Entrepreneurship: "If you don't have challenges as a startup you need to challenge yourself more. Like me with snowboarding, if you're not falling down you're not going fast enough."

Resources & Links
Learn more about CourseRev.ai: https://www.courserev.ai
Email CourseRev: hello@courserev.ai
Learn more about PITCHcrm: https://www.pitchcrm.com

Want to connect with Del? Check out his bio page to make that happen! >> https://modgolf.fireside.fm/guests/del-ratcliffe

Timestamps
[00:00] - Cold Open: Colin introduces the "3x" interview at the 2026 PGA Show
[01:30] - Guest Introductions: Del Ratcliffe, Matt Wade, and Chris Hill
[03:00] - What is CourseRev.ai? Solving the pro shop phone pressure with an AI concierge
[04:45] - Del's Dual Role: The President of CourseRev.ai as the client (COO of Pinnacle Golf Properties)
[07:15] - The Tech Stack Explained: How PITCHcrm integrates with CourseRev.ai for marketing automation
[09:00] - The Education Gap: Why golf course owners are laggards in tech adoption and how to warm them up to AI
[12:00] - Customer Success Story: *The journey from reluctance to evangelism
*[15:30] - Balancing Customization & Scale: How the team handles the "mom-and-pop" nature of different courses using natural language AI
[19:15] - The Human Element: Onboarding staff and using the "Notice Board" for real-time course conditions
[21:45] - Dynamic Pricing: Agonizing over surge pricing and how AI uses unstructured data to predict demand
[24:30] - One Size Doesn't Fit All: Differentiating tech needs for MCOs, daily fee, municipal, and private clubs
[28:00] - Overcoming Misconceptions: Why this isn't the frustrating automated attendant of the past
[30:00] - AI & Jobs: How automation creates more valuable face-to-face roles in the pro shop
[31:15] - How to Connect: Finding CourseRev.ai and PITCHcrm online
[32:00] - Wrap Up: Colin teases the "Innovators Spotlight" mini-segments coming up next

Join our mission to make golf more innovative, inclusive and fun... and WIN some awesome golf gear!

As the creator and host of The ModGolf Podcast and YouTube channel I've been telling golf entrepreneurship and innovation stories since May 2017 and I love the community of ModGolfers that we are building.

I'm excited to announce that I just launched our ModGolf Patreon page to bring together our close-knit community of golf-loving people! As my Patron you will get access to exclusive live monthly interactive shows where you can participate, ask-me-anything video events, bonus content, golf product discounts and entry in members-only ModGolf Giveaway contests.

I'm offering two monthly membership tiers at $5 and $15 USD, but you can also join for free. Your subscription will ensure that The ModGolf Podcast continues to grow so that I can focus on creating unique and impactful stories that support and celebrate the future of golf.

Click to join >> https://patreon.com/Modgolf

I look forward to seeing you during an upcoming live show!... Colin

If you're in the golf industry, a business leader, or simply fascinated by how to build a beloved and enduring company, press play now. This conversation is packed with actionable insights you won't want to miss.

Listen to this full episode with Chris to discover:
Culture is Your #1 Competitive Advantage:
Discover why Golf Genius prioritizes cultural fit above all else, even in acquisitions, and how this focus has resulted in a world-class employee turnover rate of just 4%. Learn how a foundation of over 70 PGA professionals on staff creates an authentic, service-driven brand.

Serving the PGA Professional is the North Star:
Unpack the strategy of viewing the golf professional as the "center of the universe." See how this philosophy naturally led to a portfolio that solves pain points in tournament management, golf shop operations (Golf Shop), handicapping (via the USGA’s GHIN system), and coaching (Operation 36 & CoachNow).

The Practical & Profitable Application of AI:
Move beyond the hype. Chris details exactly how Golf Genius is implementing AI in two key buckets: to boost internal productivity (in development, support, and marketing) and to build powerful, time-saving features for customers, like automated inventory processing and intelligent coaching tools.

Episode Chapters:
(00:04) Introduction: The Return of Chris Kallmeyer
(02:18) The Foundation: Golf Genius as a Tournament Management Powerhouse
(05:53) The Secret Sauce: Building and Maintaining Company Culture
(08:21) Acquisition Strategy: Why Cultural Fit is Non-Negotiable
(19:02) Defining the Brand: Vision, Values, and Serving the Pro
(13:18) Inside the Ecosystem: Powering the USGA’s Handicap System
(16:36) Solving Pain Points: The Growth of Golf Shop
(19:52) AI in Action: Making Golf Genius and Its Customers More Productiv
(24:52) Growing the Game: The Coaching Portfolio (Operation 36 & CoachNow)
(30:23) The Future is Hybrid: Expanding into Simulator & Indoor Golf
(36:10) Global Growth: Key International Markets
(39:53) Leadership Lessons: Strategic Bets and Saying "No"
(41:51) How to Connect with Golf Genius

Compelling Quotes from Chris
On Culture & Growth: "We have a blended turnover with 300 people worldwide of something like 4% a year. That's world-class. It illustrates that we have a great culture that people enjoy working for. But beyond luck, we do take it very seriously and we work hard to maintain that culture, which gets harder and harder as you get bigger."*

On Their Core Mission: "Our goal is to make the hard things easy while also making the easy things easy. We serve PGA professionals. They're the center of our universe. Whether they're running tournaments, managing golf shops, or coaching, we have products that help them do all those things, and we're here to serve them."

On AI Strategy: "We look at AI in two primary buckets: How can we use AI to make ourselves more productive? And the second bucket is, how can we use AI to deliver AI-powered features that make our customers more productive or deliver capabilities that they don't already have."

Are you more of a watcher than a listener? Then enjoy our video with Chris on The ModGolf YouTube channel. Click on this link or the image below to see visual insights and dive deeper with Chris.

Chris Kallmeyer's bio page >> https://modgolf.fireside.fm/guests/chris-kallmeyer
Chris Kallmeyer is the CEO of Golf Genius, a global leader in golf technology solutions that power the sport's ecosystem. With a career deeply rooted in both technology and a passion for the game, Chris has guided the company through a period of remarkable expansion, transforming it from a premier tournament management platform into a comprehensive suite of tools serving golf professionals at every level. Under his leadership, Golf Genius has successfully integrated ten strategic acquisitions—including Operation 36, CoachNow, and GolfShot—while maintaining an unwavering focus on a customer-centric culture and brand integrity. His philosophy centers on serving PGA professionals as the core of the business, a principle that has driven the development and success of products across tournament operations, golf shop management, handicapping, and player development.

Are you a golf course owner, manager or operator looking to increase both your profit margins and on-course experience?

Today's golf professionals do way more than run tournaments - and so does Golf Genius. They help you manage tournaments, leagues, and outings, streamline pro shop operations, and elevate your coaching and player development. That's why over 10,000 clubs, courses, resorts, associations, and tours in more than 60 countries trust Golf Genius. Find out what Golf Genius can do for your facility at golfgenius.com.

Join our mission to make golf more innovative, inclusive and fun... and WIN some awesome golf gear!

As the creator and host of The ModGolf Podcast and YouTube channel I've been telling golf entrepreneurship and innovation stories since May 2017 and I love the community of ModGolfers that we are building.

I'm excited to announce that I just launched our ModGolf Patreon page to bring together our close-knit community of golf-loving people! As my Patron you will get access to exclusive live monthly interactive shows where you can participate, ask-me-anything video events, bonus content, golf product discounts and entry in members-only ModGolf Giveaway contests.

I'm offering two monthly membership tiers at $5 and $15 USD, but you can also join for free. Your subscription will ensure that The ModGolf Podcast continues to grow so that I can focus on creating unique and impactful stories that support and celebrate the future of golf.

Click to join >> https://patreon.com/Modgolf

I look forward to seeing you during an upcoming live show!... Colin

Special Guest: Chris Kallmeyer, CEO at Golf Genius Software.

Click on the images below to learn more about and/or purchase the products we cover on this bonus episode.

Hole 1: GripCaddie - revolutionary golf grip cleaning tool --> https://gripcaddie.com/

Hole 2: Grooveit - "The Wet Club Scrub Brush" --> https://grooveitbrush.ca/collections/shop-now

Hole 3: Method Golf Co. - Magnetic Golf Accessories --> https://methodgolfco.com/

Hole 4: The Tee Clip - Handcrafted tee holding accessory
Use coupon code "MODGOLF" to save 20% off a single item --> https://theteeclip.com/

Hole 5: The Links Diary - Golf storytelling that celebrates the soul of the game through words from the fairways of Scotland. A beautifully crafted magazine with new volumes released three times a year --> https://www.thelinksdiary.com/

Hole 6: Back 2 Basics Golf - Short Game Essentials Bundle
Use coupon code "MODGOLF" to save 20% off a single item --> https://back2basics.golf

Hole 7: PureOne - PureGrip Training Club --> https://pureonegolfshop.com

Hole 8: Perfect Practice - indoor putting mats --> https://perfectpractice.com

Hole 9: Swingtweaks - Personalized golf swing analysis and feedback app --> https://app.swingtweaks.com

Hole 10: V1 Sports - The V1 Golf App --> https://v1sports.com

Hole 11: ODIN Golf - Premium X1 Golf balls --> https://www.odin-golf.com/

Hole 12: Dormie Workshop - Handcrafted leather headcovers --> https://www.dormieworkshop.ca/

Hole 13: Zero Friction - synthetic & cabretta leather high performance golf gloves --> https://zerofriction.com/

Hole 14: Garsen Golf - customized putter grips --> https://garsengolf.com/collections/shop

Hole 15: 36 A Day Golf Co. - ModGolf hats and hoodies --> https://36aday.com/products/modgolf-the-reegs

Hole 16: Feetures - high performance athletic socks --> https://feetures.com/

Hole 17: Handsome Bogey - fun and fashionable men's golf polo shirts --> https://handsomebogey.com/

Hole 18: Levelwear - Men's and women's golf belts --> https://ca.levelwear.com/collections/mens-belts

We dive deep into the pivotal "come-to-Jesus" moment that forced the company to re-evaluate its path, the cultural shift to a data-driven mindset, and how they are now using their new AI tool, "V1CTOR," to solve the biggest pain points for golf instructors - time and student engagement. This is a masterclass in business transformation, product-market fit, and building a platform that creates a true win-win-win for the company, the coach, and the golfer.

During this episode you will discover these inspiring takeaways:

Embrace the "Why" Behind the Data
Learn how V1 Sports moved beyond assumptions by relentlessly asking "how do we know?" This shift to a data-validated culture gave them the courage to innovate confidently and build products based on proven user needs, not just gut feelings.

Solve the Real Problem, Not the Stated One
Discover how Alex and his team decoded the common complaint from pros that they "don't have enough time." They uncovered the deeper issue of seasonality and student re-engagement, leading to AI-driven solutions that automate relationship-building.

Trust is Built by Providing Value First
Hear how V1 Sports flipped the script on traditional coaching models. By using AI to facilitate a "Quick Fix"—a free, personalized piece of feedback—they create a gateway to trust between a golfer and a pro, proving value before a transaction ever occurs.

Episode Chapters:
(00:00) Introduction
(01:29) The Power of Invitation: Alex's First Golf Experience
(04:02) The Origin Story of V1 Sports
(06:55) The Innovator's Dilemma: The Inflection Point for V1
(12:18) The Hard Work of Product Validation: Talking to Customers
(16:11) The V1 Product Suite and the Introduction of "V1CTOR" AI
(22:14) Building Trust in a Digital World
(27:40) The V1 Business Model: A Two-Sided, Curated Marketplace
(31:51) The Hardware Game: Ground Pressure Sensors and the Unseeable Data
(34:33) Expanding to Other Sports? The Power of Focus
(38:44) The Entrepreneurial Marathon: Lessons from Endurance Sports
(43:30) How to Connect with Alex Prasad and V1 Sports

Book referenced during our converation: The Innovator's Dilemma by Clayton M. Christensen

Quotable Moments from Alex:

On Challenging Assumptions:
"Intuition can tell you where to look, but the data is going to validate or invalidate that's the right place to press."

On Understanding Customer Needs:
"What you learn is, customers can tell you their pain points, they can tell you their aspirations, but what they can't tell you is the solution... It's not their job. That's ours."

On the Core Philosophy of V1's AI companion, V1CTOR:
"The best way to build trust between a random person on the internet and a golf instructor is to show some value first."

Are you more of a watcher than a listener? Then enjoy our video with Alex on The ModGolf YouTube channel. Click on this link or the image below.

Want to connect with Alex? Check out his bio page to make that happen!
Alex Prasad's bio page >> https://modgolf.fireside.fm/guests/alex-prasad

Visit the V1 Sports website to learn more and to download the V1 Golf App in the Apple App Store or Google Play Store.

Join our mission to make golf more innovative, inclusive and fun... and WIN some awesome golf gear!

As the creator and host of The ModGolf Podcast and YouTube channel I've been telling golf entrepreneurship and innovation stories since May 2017 and I love the community of ModGolfers that we are building.

I'm excited to announce that I just launched our ModGolf Patreon page to bring together our close-knit community of golf-loving people! As my Patron you will get access to exclusive live monthly interactive shows where you can participate, ask-me-anything video events, bonus content, golf product discounts and entry in members-only ModGolf Giveaway contests.

I'm offering two monthly membership tiers at $5 and $15 USD, but you can also join for free. Your subscription will ensure that The ModGolf Podcast continues to grow so that I can focus on creating unique and impactful stories that support and celebrate the future of golf.

Click to join >> https://patreon.com/Modgolf

I look forward to seeing you during an upcoming live show!... Colin

Special Guest: Alex Prasad - CEO at V1 Sports.