ProLink Solutions Dominates GPS Market by Staying True to Promise

A fixture in the golf industry for more than 15 years, ProLink Solutions has driven Global Positioning Satellite (GPS) systems from mere novelty to virtual necessity. ProLink achieved what others could not — delivering on the enormous promise of GPS — by sticking to a pledge of partnership.

A brief history lesson:

When President Clinton made GPS technology available to the private sector in 1992, ProLink quickly established itself as the category leader, providing golfers with accurate distance measurements by means of vibrant, cart-mounted monitors. The company developed and patented many of the GPS concepts and technological capabilities that are still in use.

However, the system needed time to gain widespread acceptance. Although some benefits were obvious — quicker round times, improved golfer experience, more repeat play — course operators needed to be convinced that adding ProLink GPS to their buggies would deliver a positive return on investment.

Today, that evidence is everywhere.

To recognize the system's value, just review the list of ProLink GPS–equipped world-class resorts: the K Club in Ireland; Valderrama in Spain; Fancourt Hotel and Country Club Estate in South Africa; and Four Seasons properties in France, Hawaii, California — in addition to many others.

Dig a little deeper and it becomes obvious why so many clubs now rely on ProLink to provide new revenue streams and bolster existing ones:

• Offering this amenity lets courses increase golfer fees.
• The on-screen food-and-beverage menu entices golfers to order longer-to-prepare, costlier items because the wait time at the turn is reduced or eliminated.
• ProLink-equipped courses realize upticks in tournament play because event organizers prefer the system's exclusive scoring software.
• The clubhouse can play marshal by sending messages to groups that fall off pace. One ProLink course in California reports saving $75,000 per year by reducing its marshalling staff.
• Merchandise sales and specials can be promoted through ProLink screens, driving golfers to shop on-site.
• Major international brands are flocking to ProLink's advertising network, a leader in the red-hot digital out-of-home category. A portion of the ad proceeds flow back to the course, creating a profit center that didn't exist a few years ago.

These benefits have caused a surge in worldwide use of ProLink GPS. In 2006 and 2007, 333 courses installed ProLink GPS or upgraded or renewed their leases on the system. The expansion is expected to continue with the additions of new distributors in France (Sport Business Group), Spain (Golf Consulting Services) and China.

Today, ProLink dominates a GPS market that has seen scores of competitors come and go. With some 700 courses worldwide using its system, ProLink's installations more than double those of the next-largest supplier.

The key to the company's longevity, according to CEO Lawrence D. Bain, is simply staying true to its brand promise.

"Being a trusted partner to our affiliate courses underlies everything we do," Bain said. "That means providing them with the latest technology, responsive support and innovative management solutions. Course operators know the system will increase their revenue, and they know they can count on ProLink.

"More than anything else, that has been the secret to our staying power."

Partnership with Total News Golf to bring ProLink's GPS system to South America

ProLink has joined forces with Buenos Aires-based Total News Golf to install the world's leading GPS system in countries throughout South America.

Total News Golf, which operates Argentina's most-visited golf Web site, www.totalnewsgolf.com, will install and service ProLink's GPS system at courses and resorts in several countries, including Argentina, Brazil, Columbia, Paraguay, Uruguay and Chile.

South America, which has about 600 operating golf courses and another 135 under construction, has seen a surge in golf's popularity. Argentina alone has earned international attention, as the home of 2007 U.S. Open champion Angel Cabrera, 2008 U.S. Senior Open champion Eduardo Romero and PGA TOUR winner Andres Romero.

Total News Golf, along with The Golf Connection, has fostered this growth by participating in the PGA Magazine Ambassador Program and by arranging for Argentine golfers to visit the PGA Village Learning Center in Florida.