Most companies plan for growth. Few plan for the kind Heritage Golf Group has seen. When the company launched in 2020 with six clubs, leadership already understood something many growing organizations learn the hard way: scaling a portfolio of private clubs takes more than operational expertise. It takes a technology foundation that can keep pace.
Five years later, Heritage operates more than 40 clubs. Through its partnership with Jonas Club Software and MembersFirst, the company built an integrated platform connecting member engagement, golf operations, and financial reporting across its entire portfolio, without losing sight of a single club along the way.
The Challenge
At the outset, Heritage needed a technology partner capable of managing two things at once: the hard business metrics that drive decisions, and the member relationships that define the club experience. What followed was growth nobody fully anticipated. Supporting that kind of expansion meant every club, regardless of size, needed the same visibility into performance and the same consistency in how it managed members.
We needed a partner to help manage not only the quantitative business metrics, but also the demographic member information. I think we didn’t expect to grow as fast as we have. At the time we had six clubs when we started, and now we have 41 clubs.
The Solution
Heritage partnered with Jonas Club Software and MembersFirst to build a single ecosystem connecting member engagement, revenue, and operations. At the center of that system is the Jonas CRM, which captures every prospective member from the first point of contact.
Monique Waller, Director of Member Engagement, described how the process starts:
The website form fill goes directly into the Jonas CRM, and from there simultaneously an autoresponder is being sent to that prospective member. It allows the membership directors or the salespeople managing that new prospect to be living in their CRM system to right away reach out to that contact.
From there, the new member record rolls over into MembersFirst overnight, giving engagement teams the tools to connect through calendars, communications, and events built around what members actually want.
The system extends across every operational touchpoint.
It’s your one-stop shop for everything. You’ve got POS, billing, tee times, dining reservations, court reservations for pickleball and tennis, and private events, and there’s so many different avenues that flow through this Jonas system.
On the golf side, tee time management connects directly with Jonas Point of Sale, so guest rounds, cart fees, and range charges flow seamlessly into revenue reporting.
Any fee that you can imagine a golf shop would have flows seamlessly through the Jonas software, and is impeccable for managing your revenue.
The Impact
The results show up in both the numbers and the day-to-day experience of running the business.
As Heritage Golf Group has grown from six clubs to 41, the Jonas and MembersFirst platform has continued to evolve with us. Our teams rely on it to manage the data and insights that help run the business.
For Waller, the value comes down to partnership as much as product.
We were never at a moment where we were left to our own devices. There were dedicated teams throughout the process that were then handed off to other dedicated teams, and we still have a team that we rely on for everyday questions, comments, or concerns. All I can say is we love Jonas and MembersFirst.
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