Your member glances at the bill, does the mental math on that burger, and you can see the wheels turning.
You know that look. You've done that math yourself, plenty of times.
Here's what Tony would tell you.
Price is what you pay. Value is what you get.
Stop obsessing over the cost of the plate.
What actually matters is what's happening around it. Friends, family, a good time.
The craic. That's the whole game.
On this GIG Member Q&A Call, Tony Adams joined us. Founder of Hospitality in Golf, 20 years in the industry, current Captain of Kent Golf. He's spent his career sitting at the exact intersection of hospitality and golf, and it shows in how he talks about this stuff.
Here's what you'll walk away with:
- Why the price on the menu isn't the metric that matters
- How to reframe F&B around value instead of cost
- What's really keeping members at the club instead of heading home
- A different way to think about what you're actually selling
Watch the full conversation here: https://www.youtube.com/live/Pds59P1B2mE?si=Upot9BAjXWDzusqJ
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Guru Collective is a leading provider of innovative technology solutions for the golf industry.
Specializing in team member training, safety, and operational efficiency, we offer solutions including Golf Industry Guru, The Toolbox, and eGolf Waiver.
Picture a Sunday afternoon at your club.
Kids on the putting green, knocking balls around while the parents grab a bite on the patio.
Nobody's looking at a menu margin. They're just happy to be there.
That's the whole business, right there.
Food and beverage isn't the product. It's the monetization of the craic, the friends and family around the table.
Once you understand what experience actually is, everything else becomes secondary.
Tony's hunch: the clubs with the best F&B experience will end up with the longest waiting lists.
On this GIG Member Q&A Call, Tony Adams joined us. Founder of Hospitality in Golf, 20 years in the industry, current Captain of Kent Golf. He's a golfer first, which is exactly why he sees what most operators miss.
Here's what you'll walk away with:
- Why F&B satisfaction might be the strongest predictor of member retention you're not tracking
- How to stop treating experience as a soft metric and start treating it as the metric
- What's actually driving families to spend their Sunday at your club instead of somewhere else
- One shift in mindset that changes how you run your whole operation
Watch the full conversation here: https://www.youtube.com/live/Pds59P1B2mE?si=Upot9BAjXWDzusqJ
08/18/2026
Psychosocial hazards are increasingly recognized as a legal duty for club Boards, not just an HR conversation. If you've ever felt the strain of after hours messages, unacknowledged extra hours, or change that landed with zero warning, this one's worth ten minutes of your time.
The Toolbox Team's new white paper, "Protecting the People Who Run Our Club," breaks down what the law is coming to require of Boards, where clubs most often get it wrong, and a practical checklist you can put in front of your own Board. The framework holds up well internationally, though some specific regulatory details are drawn from Australia, so worth a quick check against your own jurisdiction if you're elsewhere.
Download it, read it, and if it's relevant, don't be afraid to put it on the table at your next Board meeting.
Your golfers finish eighteen holes.
They're hungry. They're thirsty.
But too many of them get back in their cars and leave instead of walking into your clubhouse.
If money is your primary driver behind every F&B decision, you're toast.
The reality is F&B isn't the main event.
It's a secondary service that supports why people play golf in the first place.
Friends. Family. Community. Connection.
The middle ground is dead everywhere in hospitality right now, and too many golf clubs keep chasing GP margins while ignoring the actual problem.
Your food's average.
On this GIG Member Q&A Call, Tony Adams joined us. Founder of Hospitality in Golf, 20 years in the industry, current Captain of Kent Golf. He's lived on both sides of the table, as an operator and as a club member.
Here's what you'll walk away with:
- Why clubs keep repeating the same F&B mistakes, and whether tradition is just an excuse
- Tony's Four Ps framework, and which one causes the most pain at your club
- When losing money on F&B is actually the smarter move
- One bold change you could make in the next 30 days
As Tony says, stop working around mediocrity and start working toward excellence.
Watch the full conversation here: https://www.youtube.com/live/Pds59P1B2mE?si=Upot9BAjXWDzusqJ
08/11/2026
We built GO FURTHER for TPC Network, but the gap it closes shows up anywhere people serve people.
If your team’s mission lives on a wall but not in their daily decisions...
If “let me check with my manager” is the phrase your members and guests hear most...
If your last culture push started strong and quietly faded...
The fix usually isn’t more training or a better slogan. It’s clarity, real authority, and the structure to make it last.
That’s the work we do. Let’s talk.
08/10/2026
We just hit a huge milestone: 1,000,000 waivers signed on eGolf Waiver.
This number represents more than data. It represents trust. Trust from over 150 golf facilities and clubs across 4 countries who chose eGolf Waiver to protect their operations and their members and guests. And with 40+ new facilities onboarded in just the last 12 months, we're just getting started.
To every course, club, owner, and operator who has been part of this journey, thank you. Here's to the next million.
Ready to modernize your waiver process? Visit egolfwaiver.com to learn more.
08/07/2026
Your golfers just finished eighteen holes, they're hungry, and they're thirsty. So why are so many of them getting back in their cars instead of walking into your clubhouse?
Join us this upcoming Tuesday, August 11 at 11 AM Pacific / 2 PM Eastern for our next GIG Member Q&A Call. Host James Cronk sits down with Tony Adams, founder of Hospitality in Golf, to talk about why so many golfers skip the clubhouse, whether tradition is holding your F&B operation back, and the one bold move that could transform it in the next 30 days.
Tony has spent 20 years building award-winning hospitality businesses and now works exclusively with golf clubs to fix the F&B problems that quietly cost them revenue and members.
This is a live Q&A, so bring your questions.
LINK: https://www.youtube.com/live/Pds59P1B2mE?si=wTrTONnIHHtYTjCV
Can't make it live? The replay drops in the GIG Library for GIG Members shortly after.
08/06/2026
The hardest part of culture work isn’t the launch. It’s month four, when the energy fades and everyone drifts back to how things were.
We’ve all seen the initiative that started with a poster and a pep talk and quietly disappeared.
GO FURTHER is built against that. Not with more enthusiasm, but with structure. A committee at every property. Clear authority at each level. Recognition that includes the people who never touch a guest. And confidence measured over time, so progress is tracked, not assumed.
A campaign expires. A system compounds.
08/04/2026
Here’s the part that makes leaders lean in, then get a little nervous.
In GO FURTHER, every team member at TPC Network has up to $500 in authority to resolve a guest situation. No manager. No approval chain. Just judgment, in the moment.
The fear is always the same. People will give away the building. They don’t. With clear limits and real trust, the cost of a great recovery is almost always smaller than the cost of a member or guest who quietly leaves.
The risk isn’t trusting your team too much. It’s the slow drip of “let me check with my manager.”
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