GreatLIFE Golf expects to become more active on the acquisition front as it looks for underperforming golf facilities in growing markets, following the company’s purchase of River Run Golf Club in Berlin, Maryland.
The acquisition adds River Run to GreatLIFE’s portfolio of 54 18-hole equivalent courses and marks the company’s 21st owned or leased facility. Company leaders said they continue to evaluate opportunities across the Southeast, Mid-Atlantic and Mountain West, with a focus on clubs where operational improvements can unlock long-term value.
River Run is located about seven miles from the Atlantic Ocean and features a Gary Player-designed layout that follows his “bump and run” design philosophy. The course combines an open front nine with wide fairways and minimal bunkering before winding through pine forests on the back nine, with lakes and wetlands coming into play throughout.
“River Run is a fantastic asset for us and we are excited to bring GreatLIFE Golf to the Eastern Shore,” said John Brown, CEO of GreatLIFE Golf. “The course is in a great location with significant growth potential and a robust golf population. Our vision for this facility is to combine proven turf management practices with a strategic operational approach to establish it as a must-play course in the region.”
CFO Jason Harshbarger said GreatLIFE typically targets clubs in healthy golf markets that have room to improve operationally.
“We are particularly interested in clubs that are operating below their full potential, especially those performing outside of our benchmarked key performance indicators, where we believe our operational expertise can drive meaningful improvements,” he said. “We also look for facilities that rely heavily on third-party tee-time aggregators. Our experience has shown that, through strategic marketing, customer development, revenue management, and an enhanced guest experience, we can retain those organic golfers while eliminating the need to give away valuable tee-time inventory through trade-based distribution models.”
While GreatLIFE has made relatively few acquisitions since Brown Golf merged with GreatLIFE Golf & Fitness in 2022, Harshbarger said the company remains actively interested in expanding.
“We continue to see opportunity in established and high-growth regions, particularly throughout the Southeast, Mid-Atlantic and Mountain West, while also remaining open to acquisitions in markets where we can strengthen our existing regional presence,” he said.
He noted that GreatLIFE’s transactions are flexible, partnering with private owners, HOAs, boards, municipalities and developers to create unique ownership and operating structures that meet the needs of all parties involved.
“Whether through acquisitions, leases, or management agreements, our focus is on building long-term partnerships that preserve and enhance golf facilities while delivering value for stakeholders,” Harshbarger said. “Ultimately, our focus isn’t tied to a specific geography as much as it is finding quality facilities where our operating platform and long-term approach can unlock additional value for the club and its community.”
GreatLIFE already has plans for capital investments in River Run to improve playability and enhance the guest experience. Initial plans will use agronomic best practices such as targeted cultural, chemical, and fertility programs to improve the tees, fairways and greens. Long-term improvements will include an evaluation of the irrigation system, a multiyear overseed program and a master plan for tree removal and replacement.
Harshbarger also said that the company tends to look for properties in strong geographic markets that have a healthy long-term demand for golf and opportunities to both grow sustainably as well as elevate the overall golf experience and create lasting value for guests and employees.
“As a part-time Eastern Shore resident, I’ve always believed this region deserves a golf experience that’s every bit as memorable as everything else Ocean City and the Eastern Shore have to offer,” he said. “We want River Run to become one of those courses that every visitor puts on their itinerary and every local is proud to call their home course.”