GolfBack announced that as of March 1, Bryce Voisin has been named chief executive officer of the company, along with Brent Miller as chief operating officer. John Brown, the former CEO, stepped down to focus on running GreatLIFE Golf.
The company was formed in 2020 by Brown Golf (before the merger with GreatLIFE) as a way to “take golf back” from what they viewed as a messy marketplace and third-party middlemen. GolfBack provides automation tools for golf courses to control their revenue, marketing and customer relationships. Its platform supports direct bookings, pricing optimization and streamlined marketing tools.
Voisin served as GolfBack’s chief revenue officer and led the efforts to grow revenue, adopt customers and create market strategies. Miller served as chief information officer, leading product development, data and automation initiatives.
“GolfBack is an important technology that we will continue to rely on at GreatLIFE Golf to drive our profitability,” Brown said. “I am excited to remain a GolfBack customer and focus my passion on our portfolio of 55 properties. I know the company is set up for massive success under the leadership of Bryce and Brent.”
GolfBack’s tech is designed to reduce operator reliance on third-party aggregators by keeping pricing control and customer relationships closer to the course. This leadership change is in service of GolfBack’s next growth phase. As CEO, Voisin will focus on expanding the team in specific areas to accelerate product development and strengthen customer delivery. Other planned additions will support implementation, partnerships and ongoing customer success.
Miller’s role as COO will see him leading day-to-day operations across product execution, delivery and internal systems, along with a focus on scale and reliability.
“I’m incredibly energized to step into this role because our mission has never been more important,” Voisin said. “GolfBack was built on a simple belief: golf courses should own their golfer relationships and grow profitably through smarter pricing and marketing. That purpose drives everything we do. I’m excited about the opportunity ahead as we continue expanding our team and platform to serve operators at an even higher level.”
