Guru Collective brings golf clubs the training, safety and risk management solutions trusted by clubs around the world, chosen and supported by operators who have run clubs themselves.
Every great club runs on its people. We help you train them, protect them and your club, and give your members and guests a better experience every round. Our portfolio covers the five things operators ask us about most:
- Golf Industry Guru: on-demand training for your whole team, from the GM to the newest hire.
- Elevate by GIG: custom training videos built from your club's own service standards.
- The Toolbox: health and safety compliance in one platform, plus the onsite Green Light Audit.
- eGolf Waiver: digital waivers and cart accountability for every golfer, every round.
- Cronk Group: coaching, consulting and keynotes that get your people Powered On.
Built by operators, for operators.
James Cronk and Scott Masse each bring more than 30 years in golf and hospitality, including senior leadership roles with some of Canada’s finest clubs, resorts, management companies and restaurant groups. They’ve built the teams, answered to the boards and owners, and managed the risks. They know the job because they’ve done it.
They founded Golf Industry Guru to help owners and operators learn from the best in the business. That work led to custom training for clients like the TPC Network and Bobby Jones Links, and to partnerships with innovators who share their focus on people and risk. Today, Ben Gibson (The Toolbox) and Luke Simmons and Phil Rice (eGolf Waiver) trust Guru Collective as their exclusive North American partner.
We’re a small team, and proudly so. We personally onboard every client club, so a municipal course can train and protect its people the same way a TPC or Bobby Jones Links property can.
GOLF INDUSTRY GURU
Learn from the world's greatest golf and hospitality leaders.
GIG is an on-demand learning platform built for the golf business, with more than 275 hours of expert training available 24/7 to every member of your team. One membership covers your whole club, with unlimited users.
Benefits:
- For senior leaders: professional development from proven industry experts, including Gregg Patterson, Melissa Hansen, and Robert Sereci.
- For frontline teams: faster, more consistent onboarding, with your own club-specific training stored in the MYGIG Vault.
- Tools built for golf: an expert library, ChatGURU (the AI assistant trained on GIG's golf business content) and live member Q&A calls.
Want a plan built around one person? Our Customized Team Member Training Plans are tailored to each team member's role and goals, delivered by our team, with ongoing engagement and an impact review.
Learn more at www.golfindustryguru.com
Elevate by GIG
Train them once. Train them right.
Elevate turns your club's own service standards into professionally produced training videos, presented by AI avatars in your club's voice and filmed at your club. Every new hire learns the same standards from day one, and you keep a training library you can use season after season.
Benefits:
- Built from your standards: we start with how your club does things and turn it into a clear training framework.
- Your voice, your club: AI avatars present your content, with footage filmed on site, so it feels like your club, not a stock course.
- Ready to deploy: finished modules with knowledge checks that work in any learning platform. You sign off at every stage.
Trusted by Bobby Jones Links, the TPC Network and TIAPEI.
Learn more by downloading the brochure below.
The Toolbox and the Green Light Audit
Safety, sorted.
The Toolbox is the all-in-one environment, health and safety platform built for golf clubs and turf facilities. More than 125 clubs across Australia and North America use it to meet their safety responsibilities with confidence and less time.
Benefits:
- Hazards and incidents: staff report hazards by QR code, and every risk and incident is scored, owned and tracked to close.
- Competency and qualifications: sign off equipment training in the field, with alerts before any certification expires.
- Equipment, chemicals and documents: registers, safety data sheets and a live compliance view for your board, owner or insurer.
Not sure where you stand? A qualified Toolbox Team auditor reviews your course maintenance and clubhouse operations onsite, benchmarked to your provincial requirements. You get a prioritized written report, a compliance score and a clear plan to close the gaps. Half day or full day, from $1,995.
Learn more at https://thetoolbox.tech/
eGolf Waiver
Every golfer signed. Every cart accounted for.
eGolf Waiver replaces paper waivers with a fast digital sign-in that ties every waiver to a specific golfer and cart. When a claim comes in, you have a signed and time-stamped record ready.
Check-in in under 30 seconds · Free 30-day trial · No new hardware · Works with Lightspeed Golf
Benefits:
- Protect: digital waivers for cart use, general play and members, stored and searchable in one place.
- Track: know who had every cart, every round, with damage history and patron warnings.
- Recover: a defensible record that stops frivolous claims early. Some insurers offer up to 10% off the liability portion of your policy at renewal.
One Michigan resort cut its annual cart damage costs from $50,000 to $6,000, an 88% reduction.
Learn more at https://www.egolfwaiver.com/
Cronk Group
Access the Power of ON.
Cronk Group helps golf clubs, resorts and hospitality businesses get the most from their teams. Led by James Cronk, the Cronk Group team has helped countless businesses, clubs and organizations achieve their most ambitious goals.
Benefits:
- Coaching and training: one-on-one coaching for your leaders, plus training programs and tools for your whole team.
- Consulting solutions: audits, assessments and practical solutions, including the People & Service Audit.
- Keynotes and workshops: James has spoken 15 times at NGCOA Canada and at major golf conferences across Asia, Europe and North America.
Learn more at www.cronkgroup.com
