Currents - Golf Software Solutions
Why I'm Building Golf's Future: From Contours to Currents
After years of building Contours Agency, Caddie Magazine, and Laneway Links, I thought I understood golf’s challenges. Beautiful courses struggling with outdated marketing. Brilliant stories trapped behind poor digital presence. Brands that deserved better than generic, cookie-cutter approaches.
But I was only seeing the surface.
It happened during a routine brand consultation with a premium golf club. The General Manager walked me through their “systems” – and I use that term very loosely.
Visitor bookings: 15 minutes of manual processing per person. Staff juggling Excel sheets, phone calls, and three different software platforms just to get someone a tee time.
“We spend more time on admin than we do on customer care,” he said, clearly frustrated.
That’s when it hit me. All the beautiful branding in the world can’t fix broken operations.
Golf’s Hidden Crisis
- Manual processes everywhere: Clubs are drowning in paperwork that should be automated
- Fragmented systems: 5+ different platforms that don’t talk to each other
- Zero sustainability insights: Despite managing 2+ million hectares globally, most courses are flying blind on environmental impact
- Player experience from 2005: Golfers expect quality digital experiences, but get something that looks like it was built in the early 2000s (because it was!)
Technology That Helps Your Operations Flow
That’s our tagline for Currents, and it perfectly captures what we’re building. Technology shouldn’t be complicated or disruptive. It should flow naturally with how golf clubs actually operate.
Through Contours, I’ve seen countless examples of clubs with amazing potential held back by operational friction. Beautiful courses with terrible booking experiences. Sustainable practices that can’t be measured or improved. Staff who spend more time on admin than on creating great golf experiences.
Currents is designed to fix all of that.
What This Means for Contours
Contours Agency isn’t going anywhere. The skills I’ve developed in golf branding, creative storytelling, and understanding what makes golf businesses tick are more valuable than ever.
In fact, they’re essential to what we’re building at Currents. The user experience needs to be intuitive for golf people. The branding needs to feel right in a pro shop or clubhouse. The product needs to understand golf culture, not just golf operations.
My golf industry experience through Contours, Caddie Magazine, and Laneway Links gives Currents something our competitors don’t have: authenticity.
Looking Forward
This isn’t about disrupting golf – it’s about elevating it. Taking an industry I love and helping it reach its full potential through smart technology.
Golf has always been about precision, patience, and playing the long game. Those same principles apply to building great technology.
We’re not trying to move fast and break things. We’re trying to build something that lasts, something that truly serves golf, and something that makes the game better for everyone – from greenkeepers to general managers to the golfers themselves.
That’s a mission worth stepping outside my comfort zone for.
“We need to streamline our visitor booking process to benefit the club's administration and enhance our visitor golf experience.”
Ben JarvisDirector of Golf, The Royal Melbourne Golf Club
Integrating strategy, creative, and technology. Become a part of our elite golf marketing network.
