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 didn’t get the chance to listen to all of our ten Season 8 episodes, this bonus show gives you a recap of the great conversations I had with some of the golf industry's top influencers, innovators and entrepreneurs. Hopefullly this will inspire you to listen to a couple of the episodes listed below.

Our Season 8 guests were:

Episode 1
Terry Koehler - Edison Golf Chairman and Director of Innovation
Applying 40 Years of Golf Entrepreneurship to Innovate Wedge Design

Episode 2
Malcolm Scovil - Founder of Imagine Golf
Building Educational and Entertaining Content For Passionate Consumers

Episode 3
Kat and Is Shee - "The Shee Sisters" Social Media Golf Influencers
Harnessing a Love For Golf To Fuel Their Entrepreneurial Hustle

Episode 4
Robert Sereci - GM/COO at Medinah Country Club
Applying a Startup Mindset To Innovate Club Experiences

Episode 5
Reid Fowler - PGA Fantasy & Betting Analyst for DraftKings
Powering PGA Tour Fan Engagement To Expand Tournament Viewership

Episode 6
Scott Moore - Golf Product Manager for Garmin International
How a Human-Centered Design Approach Leads To Innovate Golf Products

Episode 7
David Grieshaber - Chief Information Officer at Gamerz Golf
Creating The Next Generation of Golf Entertainment Experiences

Episode 8
Charles Dillahunt - The PGA of America's Strategic Adjunct to the Chief Executive and Chief People Officers
Breaking Down Barriers in Golf by Engaging The Unengaged

Episode 9
Nick Steiner - Founder, Back2Basics Golf
Building Resiliency by Expressing Gratitude and Celebrating The Small Wins

Episode 10
Alissa Kacar - Social Media Host @NewLadyGolfer
Sharing Stories From Her Journey as a New Golfer

Episode 11
Broderick Higby - Creator of Golf AI and The Golf AI App
How Artificial Intelligence Makes Golf Improvement Accessible For Everyone

Episode 12
Tadd Fujikawa - Pro Golfer and LGBTQ+ Spokesperson
Finding Happiness and Balance in Both Golf and Life

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 Guests: Alissa Kacar - Instagram Golf Influencer @newladygolfer and beginner golfer, Broderick Higby - Creator of Golf AI, Charles Dillahunt - PGA of America’s Strategic Adjunct To The CEO and CPO / VenderMatch / JobMatch, David Grieshaber - CIO at Gamerz Golf, Is Shee - Golf Entrepreneur and YouTube/Instagram Influencer, Malcolm Scovil - Founder, TLDR and Imagine Golf, Nick Steiner - Founder, Back2Basics Golf, Reid Fowler - DraftKings PGA Fantasy Sports & Betting Analyst, Robert Sereci - GM / COO at Medinah Country Club, Scott Moore - Product Manager at Garmin International, Tadd Fujikawa, Pro Golfer and LGBTQ+ Spokesperson, and Terry Koehler - Chairman / Director of Innovation at Edison Golf Company.

We sit down with Golf AI Creator Broderick Higby to learn how Artificial Intelligence is making golf improvement and swing analysis accessible for everyone.

Click on the image below to check out our extended conversation with Broderick on our Youtube Channel!

To learn more about Golf AI and to download the Golf AI app on your iPhone (Android version coming soon!), visit their website at https://www.golfaiapp.com

To learn more about Broderick check out his bio page and LinkedIn profile.

Are you a golf course owner or operator struggling with the complexities of running tournaments? Do you want to spend less more running them while increasing revenue and profit margins? Check out our friends at Golf Genius to learn how they can help make the magic happen. >> https://www.golfgenius.com/

Special Guest: Broderick Higby - Creator of Golf AI.