HOSPITALITY / SPORTS / UX
Troon Golf
Summary
A full digital transformation of the world's largest golf management company — 500+ properties, unifying a fragmented website and mobile app global platform into a cohesive system for booking, engagement, and revenue.
How unifying fragmented systems into a single, scalable platform across 500+ properties immediately drove $150K+ in new booking revenue
The Problem
Troon is the world's largest golf management company, with 500+ courses globally, making it the largest golf management company in the world. But its digital experience did not reflect that scale. Its website and mobile app had fallen behind, evolving independently over time, resulting in a fragmented system where key functions such as booking, memberships, loyalty programs, and content were disconnected from one another. This had resulted in a broken booking experience, high bounce rates, and a digital presence that did not reflect the brand Troon had built in the real world.
The ask was simple on paper and massive in practice: fix all of it, and make it work across every property.
Troon is the world's largest golf management company, with 500+ courses globally, making it the largest golf management company in the world. But its digital experience did not reflect that scale. Its website and mobile app had fallen behind, evolving independently over time, resulting in a fragmented system where key functions such as booking, memberships, loyalty programs, and content were disconnected from one another. This had resulted in a broken booking experience, high bounce rates, and a digital presence that did not reflect the brand Troon had built in the real world.
The ask was simple on paper and massive in practice: fix all of it, and make it work across every property.
CreativCurrent became a strategic marketing partner with the ability to deliver at scale.
Kris Strauss
SVP of Sales and Marketing, Troon Golf
SVP of Sales and Marketing, Troon Golf
Troon is the world's largest golf management company, with 500+ courses globally, making it the largest golf management company in the world. But its digital experience did not reflect that scale. Its website and mobile app had fallen behind, evolving independently over time, resulting in a fragmented system where key functions such as booking, memberships, loyalty programs, and content were disconnected from one another. This had resulted in a broken booking experience, high bounce rates, and a digital presence that did not reflect the brand Troon had built in the real world.
The ask was simple on paper and massive in practice: fix all of it, and make it work across every property.
Troon is the world's largest golf management company, with 500+ courses globally, making it the largest golf management company in the world. But its digital experience did not reflect that scale. Its website and mobile app had fallen behind, evolving independently over time, resulting in a fragmented system where key functions such as booking, memberships, loyalty programs, and content were disconnected from one another. This had resulted in a broken booking experience, high bounce rates, and a digital presence that did not reflect the brand Troon had built in the real world.
The ask was simple on paper and massive in practice: fix all of it, and make it work across every property.
What We Did
CreativCurrent led the full digital transformation, from strategy through execution. Approaching the work as a system consolidation effort, rather than a traditional redesign, the senior creative director, Vic Beazzo, ran workshops with Troon's leadership team to align business, technical, and user goals, then directed design and development through iterative agile sprints, beginning with their existing mobile app, which involved direct collaboration with their internal app development team.
The mobile app was redesigned from the ground up, incorporating Troon’s updated brand voice and visual identity while establishing the foundation for what would become their broader digital design system. The goal was to unify previously disconnected experiences into a single, cohesive platform capable of supporting the full range of user interactions, while also enabling deeper functionality for returning users.
After gaining approval on the mobile app, a comprehensive new website was developed within the same established look and feel and design system UI with the goal of acting as the central hub, integrating booking, property discovery, content, and e-commerce into one unified experience.
CreativCurrent led the full digital transformation, from strategy through execution. Approaching the work as a system consolidation effort, rather than a traditional redesign, the senior creative director, Vic Beazzo, ran workshops with Troon's leadership team to align business, technical, and user goals, then directed design and development through iterative agile sprints, beginning with their existing mobile app, which involved direct collaboration with their internal app development team.
The mobile app was redesigned from the ground up, incorporating Troon’s updated brand voice and visual identity while establishing the foundation for what would become their broader digital design system. The goal was to unify previously disconnected experiences into a single, cohesive platform capable of supporting the full range of user interactions, while also enabling deeper functionality for returning users.
After gaining approval on the mobile app, a comprehensive new website was developed within the same established look and feel and design system UI with the goal of acting as the central hub, integrating booking, property discovery, content, and e-commerce into one unified experience.
Process
CreativCurrent followed an agile workflow, moving from user flows to wireframes to high-fidelity interactive prototypes. Flows were tested with real users via a customer recruitment initiative. After refinements were made from the learnings, each phase was reviewed and approved in collaboration with Troon’s leadership and development team before advancing to the next core area of the app experience.
A modular multisite framework was introduced to support Troon’s scale. Each property could maintain its own identity, but within a structure and customization limitations baked in by design, which ensured consistency and usability across the broader platform.
The goal was to reduce friction at every step, making it easier for users to move from discovery to booking to engagement without interruption.
CreativCurrent followed an agile workflow, moving from user flows to wireframes to high-fidelity interactive prototypes. Flows were tested with real users via a customer recruitment initiative. After refinements were made from the learnings, each phase was reviewed and approved in collaboration with Troon’s leadership and development team before advancing to the next core area of the app experience.
A modular multisite framework was introduced to support Troon’s scale. Each property could maintain its own identity, but within a structure and customization limitations baked in by design, which ensured consistency and usability across the broader platform.
The goal was to reduce friction at every step, making it easier for users to move from discovery to booking to engagement without interruption.
Workflow
The work began with alignment across business, technical, and user needs through collaborative workshops with leadership, account teams, and internal stakeholders.
A comprehensive content and technical audit of the existing platform revealed where fragmentation was creating friction across both systems and user flows. Card-sorting exercises with both Troon team members and representative users exposed how the existing information architecture was misaligned with how people actually navigate the platform. This allowed the structure to be rebuilt around real behavior rather than internal assumptions.
The project followed an iterative, agile workflow, moving from early sketches and wireframes into high-fidelity interactive prototypes. This approach allowed for continuous testing and refinement, ensuring that usability and functionality were validated throughout the process rather than deferred until the end.
The work began with alignment across business, technical, and user needs through collaborative workshops with leadership, account teams, and internal stakeholders.
A comprehensive content and technical audit of the existing platform revealed where fragmentation was creating friction across both systems and user flows. Card-sorting exercises with both Troon team members and representative users exposed how the existing information architecture was misaligned with how people actually navigate the platform. This allowed the structure to be rebuilt around real behavior rather than internal assumptions.
The project followed an iterative, agile workflow, moving from early sketches and wireframes into high-fidelity interactive prototypes. This approach allowed for continuous testing and refinement, ensuring that usability and functionality were validated throughout the process rather than deferred until the end.
App
The mobile app was designed as a natural extension of the unified system.
Users could book tee times, manage memberships, reserve amenities and access loyalty programs within a single interface, eliminating the need to navigate between disconnected tools. The result was a 27% spike in mobile bookings with 45% longer session durations!
The experience was intentionally designed in a way to brought forward later on the website, ensuring consistency across platforms while leveraging mobile-specific interactions to improve usability.
This alignment reduced cognitive load and created a more fluid overall experience.
The mobile app was designed as a natural extension of the unified system.
Users could book tee times, manage memberships, reserve amenities and access loyalty programs within a single interface, eliminating the need to navigate between disconnected tools. The result was a 27% spike in mobile bookings with 45% longer session durations!
The experience was intentionally designed in a way to brought forward later on the website, ensuring consistency across platforms while leveraging mobile-specific interactions to improve usability.
This alignment reduced cognitive load and created a more fluid overall experience.
Website
The redesigned website became the central layer of Troon’s digital ecosystem. The platform was built as a multi-site system designed to balance centralized brand control with localized flexibility. While core messaging, structural elements, and key brand expressions were governed at the brand level to maintain alignment, individual properties were given room to adapt within defined, pre-approved areas. Clubs could now tailor content to their audience without risking the integrity of the brand.That balance extended into the visual system. Locations could select from a curated set of accent colors designed to complement Troon’s corporate palette.
One of the most meaningful improvements was the booking experience. Previously fragmented across multiple systems, it was consolidated into a single, cohesive flow that removed friction and made it easier for users to complete purchases faster. Beyond simplification, the flow was redesigned to support contextual add-ons and upsells based on each property’s offerings, allowing users to seamlessly incorporate elements such as rooms, dining, spa directly within the tee time booking. This immediately increased the average customer value without disrupting the core flow.
Under the hood, the website was built as an intuitive, modular, drag-and-drop system, enabling non-technical users to manage content supported by prebuilt, fully responsive components though a visual interface.
The redesigned website became the central layer of Troon’s digital ecosystem. The platform was built as a multi-site system designed to balance centralized brand control with localized flexibility. While core messaging, structural elements, and key brand expressions were governed at the brand level to maintain alignment, individual properties were given room to adapt within defined, pre-approved areas. Clubs could now tailor content to their audience without risking the integrity of the brand.That balance extended into the visual system. Locations could select from a curated set of accent colors designed to complement Troon’s corporate palette.
One of the most meaningful improvements was the booking experience. Previously fragmented across multiple systems, it was consolidated into a single, cohesive flow that removed friction and made it easier for users to complete purchases faster. Beyond simplification, the flow was redesigned to support contextual add-ons and upsells based on each property’s offerings, allowing users to seamlessly incorporate elements such as rooms, dining, spa directly within the tee time booking. This immediately increased the average customer value without disrupting the core flow.
Under the hood, the website was built as an intuitive, modular, drag-and-drop system, enabling non-technical users to manage content supported by prebuilt, fully responsive components though a visual interface.
The result was a 27% spike in mobile bookings with 45% longer session durations!
Internal Enablement
The redesign didn’t just improve the user experience. It changed how Troon’s internal teams operated day to day.
By consolidating fragmented systems into a unified platform, the new experience reduced the complexity previously required to manage bookings, content, and property-level updates across hundreds of locations. Teams were able to work within a more consistent structure, making it easier to maintain accuracy, launch updates, and support ongoing business needs without introducing additional friction.
The modular system also created clearer boundaries between what needed to be controlled centrally and what could be managed locally, allowing teams to move faster without compromising consistency. This shift reduced reliance on workarounds and disconnected tools, replacing them with a system that was easier to understand, easier to maintain, and better aligned with how the business actually operates Feedback from individual course teams was consistently positive, particularly around how easy the platform was to use and maintain on an ongoing basis.
The redesign didn’t just improve the user experience. It changed how Troon’s internal teams operated day to day.
By consolidating fragmented systems into a unified platform, the new experience reduced the complexity previously required to manage bookings, content, and property-level updates across hundreds of locations. Teams were able to work within a more consistent structure, making it easier to maintain accuracy, launch updates, and support ongoing business needs without introducing additional friction.
The modular system also created clearer boundaries between what needed to be controlled centrally and what could be managed locally, allowing teams to move faster without compromising consistency. This shift reduced reliance on workarounds and disconnected tools, replacing them with a system that was easier to understand, easier to maintain, and better aligned with how the business actually operates Feedback from individual course teams was consistently positive, particularly around how easy the platform was to use and maintain on an ongoing basis.
The Result
The Result
The unified platform resulted in measurable improvements across both user experience and business performance. The redesigned website and app generated over $150,000 in online tee-time revenue at launch, with additional gains driven by reduced friction and improved usability. User engagement increased, especially on mobile platforms, as navigation and booking flows became more intuitive and consistent across platforms.
Kris Strauss, SVP of Sales and Marketing at Troon, endorsed the work directly — calling the team "a strategic marketing partner with the ability to deliver at scale."
The modular system provided a scalable foundation, allowing Troon to manage hundreds of properties within a unified framework while maintaining flexibility at the individual level.
More broadly, the work shifted the platform from a collection of disconnected tools into a cohesive system capable of supporting ongoing growth.
The unified platform resulted in measurable improvements across both user experience and business performance. The redesigned website and app generated over $150,000 in online tee-time revenue at launch, with additional gains driven by reduced friction and improved usability. User engagement increased, especially on mobile platforms, as navigation and booking flows became more intuitive and consistent across platforms.
Kris Strauss, SVP of Sales and Marketing at Troon, endorsed the work directly — calling the team "a strategic marketing partner with the ability to deliver at scale."
The modular system provided a scalable foundation, allowing Troon to manage hundreds of properties within a unified framework while maintaining flexibility at the individual level.
More broadly, the work shifted the platform from a collection of disconnected tools into a cohesive system capable of supporting ongoing growth.
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