Muswell Hill Golf Club, UK, 2013

“We came over lock, stock and barrel to intelligentgolf – and I would absolutely recommend that other clubs do the same.”

Adrian Hobbs, General Manager, Muswell Hill GC

Muswell Hill GC is a well-established, financially sound member’s club in an enviable catchment area north of London’s city centre. Its diverse membership covers all the bases, from black cab drivers to barristers, from City workers to actors and politicians. With strong Irish and Greek contingents among a highly multicultural membership, the club’s patrons mirror the fashionable Muswell Hill community. Its testing par 71 layout is tree lined and difficult: Muswell Hill GC is recognised as a ‘good handicap’ golf course – worth 2 shots when playing away matches, they say.


Too many suppliers

The club’s General Manager, Adrian Hobbs, arrived at the club in 2007 to find that the club had administration, handicaps, competitions, EPOS software and member tee sheets from one technology supplier; a visitor tee sheet from another supplier; and a website from a third supplier.

Customer service issues

Not only were there too many suppliers, but the club was experiencing considerable problems with customer service. A faster, more reliable service was sought.

Lack of integration

With the various systems far from fully integrated, Muswell Hill GC staff were often inputting data into three different places, facing a variety of different charges along the way. Worrying inaccuracies and inconsistencies were an issue, and time was being wasted chasing solutions to technology problems.


Intelligentgolf wins ‘beauty parade’

Club management spent the first half of 2011 looking at alternative suppliers, including intelligentgolf. This ‘beauty parade’ showed that each supplier had different strengths, but the fact that intelligentgolf’s all-in-one solution was fully tested and ready to go won Muswell Hill GC over. In July 2011 the club committed to a full installation – Handicapping software; Competitions software; Online tee time booking for both Members and Visitors; Memberships & Subscriptions software; outgoing Email Communications; Member-Only tools including a Player Analysis Suite; and a brand new Website.

“We made a full comparison of costs, features, service levels and lead times. We jumped in with intelligentgolf, and didn’t hold back.”

Adrian Hobbs, General Manager, Muswell Hill GC

Smooth transition

In late September 2011, with the club’s annual subscriptions renewal well underway, Muswell Hill GC and intelligentgolf set about uploading the key membership and handicaps data, and began to build a new website.  With a Sept 1st subs run, Oct 1st due date, and a Nov 1st expiry date for the club’s previous management software, deadlines were tight. However, the club successfully uploaded all of its new subs payments straight into the developing intelligentgolf system, and the transition between old and new software was smooth.

“intelligentgolf helped us upload all the data, configured the systems, built the website – everything. It didn’t take long at all, three to four weeks. The transition was surprisingly good. It was nice and quick. Looking back I have no qualms at all about the process.”

Adrian Hobbs, General Manager, Muswell Hill GC

Everything integrated

From having three different key technology suppliers, Muswell Hill GC now had one. The Handicaps were integrated seamlessly with England Golf’s Central Database of Handicaps. The new website had the clean lines the club demanded, and quickly became an efficient marketing and tee time booking tool aimed at non-members, and an information and interaction tool for the Members. Visitors were not bombarded with the monthly medal results, and Members automatically logged in to access their tee times, playing stats, competition calendars and results, and club emails. The visitor tee time booking system was tailored to suit the Muswell Hill GC club pro, with visitors receiving confirmed bookings and paying when they arrive to play.

Because intelligentgolf is web-based, Muswell Hill GC management learnt to access and administer their golf club systems anytime, anywhere – even from a mobile phone. With all data automatically backed up, tasks such as supplying handicap certificates for Members playing away became as simple as they should be.

“We wanted the whole thing integrated – website, club management software, tee booking, diary – and intelligentgolf provided that. Life is much simpler now.”

Adrian Hobbs, General Manager, Muswell Hill GC

Customer Support satisfaction

“If I have a question or a problem, intelligentgolf is very quick to respond. It is very good customer service: they are excellent at it. There’s good availability on the phone, and their use of Skype is fantastic. I can’t say it enough – they are very helpful. They don’t hang about, they get things sorted. And if they can’t do something, they explain why. And the bit I especially like is that intelligentgolf talks you through things, so you can also do them yourself. You’re learning along the way.”

Adrian Hobbs, General Manager, Muswell Hill GC

Members happy

The Member Analysis suite has proved very popular with Muswell Hill GC members. Competition results are online instantly; actual cards are visible, and Members can instantly see how everyone’s handicap has been affected; they can analyse their golfing performance, hole by hole, round by round; they can compare their stats against other Members (adding an entertaining angle to Matchplay comps); they can see a schedule of their golfing commitments, with email confirmations; they can view and print their handicap history and certificate, print away letters, and much more.

“We call it ‘the geek suite’ – the Member Analysis section is very popular! The one we had before was good, but the Members love the new intelligentgolf one.”

Adrian Hobbs, General Manager, Muswell Hill GC


“One year down the line, switching from multiple suppliers to a single one in intelligentgolf has been even better than I expected. I thought we’d have more problems, but the few we did have were sorted quickly. I’m now working through a wish-list with them for additional tweaks and features.

The web-based intelligentgolf system is good: it’s easy to use, very admin-friendly, and you can work remotely if you need to. I am very pleased with it.

I would absolutely recommend intelligentgolf to other clubs – and I have done so frequently.  I am as happy as can be.”

Adrian Hobbs, General Manager, Muswell Hill GC

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