What We Do
Our goal
Is to provide golf courses with the tools and information to make meaningful changes to their courses aesthetically, operationally, and managerially that will help revitalize the purpose of their offerings. We do this by adding a list of activities for all seasons to help the golf courses keep customers interested and maintain high yield management.
By working with new and established golf courses to update and increase the offerings they are able to present to their customers, we improve the value and experience to their customer base. This keeps interest in the sport high while providing the satisfaction that the consumer’s time and money have been well spent.
Testimonials
Bob S
Long Time Golf Enthusiast
“I first started playing golf when I was in Montreal at work. I pretty well only played at customer events and struggled to break 100. I enjoy the social aspect of golf. Flash forward to my retirement and my golf game is better. One reason it’s better is that I play courses in 5600 to 5800 yard range. A 12 hole course, playable in two hours, would be ideal. I would also reduce the length of the holes to make it more enjoyable”.
Kendra L
College Student
“ Golf to me is a fun and active leisure activity during my summers. It brings people together and offers light-hearted laughs along a competitive atmosphere. I personally find the choice between 9 and 18 holes hinders my desire to golf more often. 18 holes are often too long and rigorous, where 9 is short and seemingly geared towards beginners. I personally think there should be 12 holes offered to allow the ability for passionate golfers and amateur golfers to make it out more often while feeling their time and money is worthwhile”.
Robyn M
Young Professional
“I'd love to get out on the greens more often and improve my game, but I only manage to get out 3 or 4 times a season. While there's plenty of reasons why I enjoy golfing, there are also plenty of reasons why I've never become more invested in the sport. The high cost per game coupled with the long duration of a typical round are the primary factors that prevent me from playing more often. As a young professional, I often hear similar sentiments from many of my peers. I would also love to see golf courses offer more flexibility to casual golfers, such as open drop-in times and the option to pay for what you play (rather than only having the option to play 9 or 18 holes). Extra bonus points if they'd be willing to let you bring your dog out on the course too”!
Bill D
Golfer
“ I took up the game of golf in my 40’s and played 18 holes per round as it was the requisite norm in those years. However, over time it became clear to me , and many of my golfing friends, that we much preferred to play nine holes followed by dining out together. So, while I still do on occasion play 18 holes, the vast majority of my outings are now to play nine holes followed by an enjoyable dining experience , as this suits my lifestyle much better than committing to a full 18 holes”.
Synopsis from Decades Long Golf Pro
most of her students were women and children who only pick up the game to make their husband/father happy
women are worried about how they look playing golf
time factor is still a big issue, even she gets bored after 8-12 holes
dropping the number of holes from 18 to 12 would be more appealing
we need to shift the traditional view of golf in order to appeal to the masses
there are 50% of courses across Canada that need change in order to survive
golf now appeals to less than 50% of potential golfers
she was asked if her local course was too long, she said yes, they implemented forward tees
in general, she thinks holes need to be shorter to appeal to more people
any mention of serious fundamental change to the higher-ups is just thrown out the window immediately
Ed Malcolm Founder
This project is managed by Ed Malcolm of Edventures Ltd. Ed has experience in a wide variety of businesses including numerous sporting activities, the health and wellness field, commodity trading, business governance, financial prudence, strategic planning and customer focus.
I grew up playing golf with my mother Pat and father Tom (Ace) Malcolm at the Earl Grey Golf Course in Calgary. My father joined the course back in the 1940s, so we were fortunate to be members of such a prestigious golf course. Unfortunately, I never had my father’s prowess for the game as I could only achieve his seven handicap if I played nine holes or less. I did not end up taking out my own membership at the Earl Grey as my friends were not members, and we tended to focus on other fast-paced, shorter in duration, and lower-cost sporting endeavors.
Through my business career and the raising of our family, I played some golf and enjoyed the social aspect, but never became overly passionate about it.
The idea for this golf consulting business came about back in 2017. I was playing in a tournament hosted by CN Rail at Pinebrook. It was a beautiful day, and I was riding with CN’s local head honcho (JC), who could navigate his way around the course but was not overly passionate about the game. We were sitting on the 16th hole waiting in line to tee off after five and a half hours when I turned to JC and said, ‘I enjoy being out with you, but golf should be a 12 hole game’.
This comment started me thinking that perhaps there should be twelve hole golf courses, which later research would show already existed. Through extensive research over the past few years, my team and I discovered that many things could be changed to improve the golf landscape and preserve this historic sport.
Justin Lukacs
Business Analyst
Justin has an extensive athletic background with two national championships and one international championship title in volleyball. He worked for three years as a groundskeeping supervisor at the Earl Grey Golf Club in Calgary, where he gained extensive knowledge into golf operations. Justin has experience in start-up companies, including marketing and business development. His knowledge of management and entrepreneurship, focusing on marketing research and application, is a significant asset to the Golf Reimagined team.
He is currently completing his Business Administration/Marketing Certificate at SAIT.
Bob Schmal
Business Advisor
Bob worked at CP Rail for over 30 years.
He spent most of his career in Sales, Marketing, and Business Development. These roles allowed him to play golf with customers and at numerous tournaments. Since having retired, he has lowered his golf scores from around 100 to consistently shooting in the 80’s. Bob’s astute understanding of the golf landscape has been an enormous part of Golf Reimagined’s growth.