When Steve Willy and Whitney Crouse launched their management company 25 years ago, it was just “two golf pros, two laptops and an idea.” Today, that idea has become Bobby Jones Links, a privately owned firm that operates more than 40 properties across 12 states, manages $120 million in construction, and carries one of the most revered names in golf.
Based in Atlanta with an additional office in Naples, Fla., Bobby Jones Links provides turnkey operations management and advisory services to select daily fee, private and semi-private clubs. And while its reach has grown, its founders say the foundation remains the same: culture, service and selectivity.
A culture built on service
Early on, Willy, chief operating officer, and Crouse, CEO, asked their team a critical question: what should Bobby Jones Links be known for? The answer was service.
The team looked to industry leaders outside golf for inspiration. Chick-fil-A’s customer-first approach and Ritz-Carlton’s hospitality standards helped shape BJL’s model. The company introduced daily “huddles,” service standard cards, and training sessions designed to keep staff engaged in delivering consistent, people-first experiences.
“You have a culture whether you want it or not,” Willy said. “As we grow, our challenge is to keep our tight-knit, family service culture intact.”
That emphasis, the founders believe, continues to set Bobby Jones Links apart. Crouse noted that one distinction is that the company’s principals remain directly involved with clients.
“We are talking to our clients and in the business too, not just on it,” he said.
Growth on their own terms
Bobby Jones Links has purposely avoided private equity investment. That decision, the founders say, allows them to stay focused on golf and club management rather than diversifying into other ventures simply to meet investor expectations.
Remaining independent also means they can be selective with projects. The company has helped oversee phased renovations at Travis Pointe Country Club in Ann Arbor, Mich., and Hope Valley Country Club in Durham, N.C.
Willy recalled that in the early years, the company was “opportunistic” because it needed the business. Now, he said, Bobby Jones Links can be more selective.
“One of the benefits of our growth and name recognition is that our criteria have changed,” he said.
That selectivity is reflected in Bobby Jones Links’ newest management agreement. In August, the company announced it will take over operations at Saddle Creek Golf Club in Lewisburg, Tenn., a community about 45 minutes south of Nashville.
The 6,700-yard Gene Bates design features rolling fairways framed by trees, with Snake Creek influencing play on several holes. For three decades, it has been a local favorite.
Owner Eddie Roberts said he turned to Bobby Jones Links to help elevate the club as Lewisburg grows.
“I’m excited to have BJL help us improve the day-to-day operations and elevate the customer experience,” Roberts said. “They’re experts at training, building, and empowering staff at courses like ours.”
BJL plans to revitalize Saddle Creek’s dormant food and beverage operations, rebuild bunkers, drainage and irrigation systems, and implement culture-based training supported by AI tools.
“Eddie owns several successful businesses in Lewisburg,” said Doug Hellman, the company’s chief development officer. “He’s committed to making Saddle Creek the favorite golf and social hub of the community, and we’re honored to partner with him to make this happen.”
Already, BJL has upgraded technology, created a business plan to reopen the restaurant, and begun staff training.
Roberts said the timing is ideal.
“People are moving here from all parts of the country, and there are several hundred homes currently being permitted,” he said. “BJL’s expertise in managing staff is exactly what we need to keep up with this growth.”
Industry shifts and opportunities
Crouse and Willy have seen the golf industry cycle through highs and lows — from the sting of the Great Recession to the pandemic surge. One of the biggest shifts, they said, is the move from golf being “dad’s weekend retreat” to becoming a family-centered activity. Women and children are now central in membership decisions, shaping the way clubs invest in amenities and experiences.
Crouse added that running clubs has become increasingly complex, with even nonprofit clubs recognizing the need to operate like businesses to fund capital improvements.
Technology has also reshaped operations. BJL has added simulators and entertainment bays at northern clubs to extend play through the winter. Willy noted that winter leagues have been particularly effective for member engagement.
At the same time, Crouse said the company is adapting new tools from AI-driven accounting to text-to-video training platforms. He predicted that AI will soon be able to analyze golf courses using drones or satellite imagery, giving superintendents new tools to plan water, fertilizer and maintenance needs.
Another trend the company is navigating is the surge in renovations. With many clubs catching up on deferred maintenance, phased projects have become common. Rather than close for a full overhaul, clubs are spreading improvements across several years.
“It’s wonderful to see clubs catching up and reinvesting,” Willy said. “Our role is helping them run their clubs like businesses so they can preserve capital for future improvements.”
Despite being in their mid-60s, both founders said they have no plans to retire.
“We love golf. We love running clubs. The challenges keep us sharp, and the relationships keep us motivated,” Willy said. “Why would we retire when we’re having this much fun?”
Crouse added that one reason the company continues to thrive is the strength of their partnership.
“Not all partnerships can do that, but ours has worked remarkably well,” he said.
The company is also looking to 2030, when golf will celebrate the centennial of Bobby Jones’ historic Grand Slam. BJL is partnering with the Jones family, Augusta National and the USGA to honor the milestone, ensuring that Bobby Jones’ legacy continues to resonate with new generations.
For now, growth continues at a measured pace. With Saddle Creek added to its roster and several major projects underway, Bobby Jones Links is proving that culture-driven service and selective expansion remain a winning formula.
