# Keynote Case Study: PGA Merchandise Show — Golf Technology Is Moving Beyond The Scorecard
By 

## Article Content
At the 2016 PGA Merchandise Show in Orlando, futurist Jim Carroll explored the challenges and opportunities that new technology was bringing to golf — from GPS and tracking systems to drones and new golf-entertainment models. Golf Technology Is Moving Beyond The Scorecard A tradition-rich sport must decide how to use emerging technology without losing the experience that makes the game compelling. Jim's keynote made the case directly: technology can change how golfers learn, play, share and discover the game. Six trends are shaping that shift. GPS Tracking. Watches, shot trackers and cart systems turn the round into a richer stream of performance data. Drones. Aerial technology opens new possibilities for course services, filming and instruction. Golf Entertainment. Social, entertainment-led formats create a new front door into the sport. Social Sharing. Players increasingly capture and share the experience, extending the game beyond the course. Digital Instruction. Video, data and new viewpoints give professionals new tools for coaching and analysis. New Player Growth. Technology can reduce friction, build curiosity and help new audiences connect with the game. The question is not whether technology enters golf, Jim told the industry. It is how the game uses it to create a better experience. It's the framing that set the tone for the rest of the Major of Golf Business. Explore more keynote case studies.

---
Source: https://jimcarroll.com/2016/01/pga-merchandise-show-2016-past/