By Rachel Carter | Sr. Director of Membership | National Golf Course Owners Association (NGCOA)
We are embarking on a new era of association management. For decades, joining a trade association was almost second nature for American professionals. Today, however, member expectations and needs are evolving. With the rise of digital-first habits, episodic volunteering, and AI-driven personalization, the old model of association management is under strain. Members increasingly seek connection around purpose, identity, and shared challenges.
While golf remains a very local industry—where operators value benchmarking against nearby competitors navigating similar turf conditions, regulations, and weather—for some benefits, physical proximity is secondary. Knowledge, insight, and advocacy can cross state lines as easily as a well-struck drive crosses a fairway.
I’ve wrestled with whether NGCOA will remain relevant in 10, 15, or 20 years from now. My conclusion is a resounding yes. Here’s why:
I believe in the human desire to associate and commune. In the midst of a loneliness epidemic, there is profound value in coming together—to challenge each other, to validate what works, and to gain insight from peers who are succeeding in different ways. NGCOA provides that space for connection, collaboration, and growth.
I am also reminded daily of the value NGCOA brings as an advocate. No other entity clarifies federal and state regulations or fights on behalf of your business like a dedicated trade association. With environmental and operational regulations increasingly shaping the landscape, having NGCOA in your corner is more critical than ever to protect your business and ensure its future.
So, what does this mean for NGCOA in 2026? It means we must remain laser-focused on our mission: helping golf course owners and operators run successful businesses. We will measure what matters—member renewals, acquisitions, engagement, and influence. Influence on the industry, influence on policy, and influence in pride of belonging.
When we focus on our members’ success, providing education, information, resources, purchasing programs, networking opportunities, and leadership in advocacy, we create a positive ripple effect—boosting the bottom line of your business, supporting your employees, enriching your patrons’ experience, and strengthening your community.
Membership in NGCOA is more than a line item on a budget; it’s an investment in your business, your industry, and your future. It’s where innovation meets experience, where local insights meet national influence, and where your business doesn’t just survive—it thrives. If you care about your course, your team, your patrons, and the game itself, there’s no better place to be than here, with peers who understand what it takes and a trade association committed to helping you succeed. Together, we can ensure that the next 10, 20, and even 50 years of golf business are not only sustainable but thriving.
Learn more by clicking here → ngcoa.org/join.
Warm regards,
Rachel Carter
Senior Director of Membership
National Golf Course Owners Association
