Innovation and the future of golf in Barcelona
Yesterday our Club proudly hosted a very special event by the Spanish Association of Golf Courses (AEGG) Alberto Talavera, General Manager of the Golf Managers Association, Ph.D. in Economics, consultant, university lecturer, and a national leader in innovation, sports management, and sustainability starts the conference. From the very start, there was an atmosphere of anticipation and eagerness to learn: the sector is undergoing major transformation, and here in Barcelona, we had the chance to experience it firsthand. If you want to discover where golf in Spain is heading and how artificial intelligence is revolutionizing management, keep reading—because the conclusions from this event were truly eye-opening.
The morning began with a presentation by Alberto Talavera, who shared the results of AEGG’s strategic programs in collaboration with the National Sports Council. We were especially struck by his focus on female talent recruitment, digital transformation, and the “Trends Map” from the Royal Spanish Golf Federation. His insights and data made it clear that the sector is strongly committed to equality, digitalization, and adapting to new challenges. (If you wish, we can share images of the presentations, as there were very illustrative slides and charts.)
One of the most practical and useful moments for everyone was the training delivered by David Sánchez, CMO of Golfmanager, university professor, and one of the leading experts in digitalization and AI application in the sports sector. He showed us concrete examples of how artificial intelligence can help in the daily management of a club: from process optimization to personalizing the player experience. We’re left with his key message: technological innovation is no longer an option, it’s a necessity if we want our clubs to remain competitive.
The panel discussion was undoubtedly one of the highlights of the day. Under the title “Challenges and Opportunities for Joint Destination Promotion and Marketing”, we welcomed leading figures from the sector:
- Ariana MartĂn, General Manager of RCG El Prat, recently recognized as “Manager of the Year” by the Royal Spanish Golf Federation, a leader in operational excellence and organizational transformation at top-level clubs.
- Flavio Papa, Director of Golf at Camiral Golf & Wellness, with a strong international background and innovative vision on customer experience and sustainability in leading European golf resorts.
- JoaquĂn Mora, Deputy General Manager of INFINITUM RESORT, a professional with extensive experience in the comprehensive management of golf courses, beach clubs, and F&B, and a firm advocate for internationalization and service quality.
The discussion was enriching, and we left with the feeling that the sector is more united and open than ever to collaborating and growing together.
To close the event, the networking atmosphere was truly enriching. There was a sense of complicity among executives, suppliers, and professionals in the sector; everyone sharing ideas, concerns, and potential collaborations. We took away many ideas to implement and the certainty that these gatherings are key to continuously improving the daily experience of players and the quality of services on the golf course.
