"I focus on the behaviours of the modern consumer. It's a fascinating topic to me. How, and why golf is so far behind embracing the customer experience, how it is affecting the golf business, and how it can be solved." On our final episode of Season 6, Colin speaks with entrepreneur and Golfpay CEO Dale Merritt about harnessing the power of artificial intelligence, machine learning and experience design to create a frictionless mobile golf round check-in platform that removes pain points and frustration for both recreational golfers and the course operators.

Almost half way through their second full year in the market with Golfpay (V2), they project to increase mobile check-ins by around 42% in terms of the ratio of reservations to mobile check-ins from 2018 to 19'. This is a 750 to 800% increase in total reservations, averaging 2.41 customer files per reservation across all operators, all collected automatically without a single operator manually collecting contact data like email, mobile phone number, zip codes.

Learn more by visiting www.golfpay.co

Special Guest: Dale Merritt - CEO of Golfpay.