Episode 046

046 I Behind the Numbers: Using Data to Drive Results

with David McGregor

In this episode of Leadership on the Links, Tyler sits down with David J. McGregor, a seasoned turf professional and Master Greenkeeper, to discuss his journey from England to the U.S. and his insights into the differences in golf course management between the two regions. More importantly, David introduces Evoke IQ, an innovative automated budget tracking platform designed to streamline financial management for golf course superintendents and club managers.

What You’ll Learn in This Episode:

• David McGregor’s Career Path – From his start at Woburn Golf Club hosting European Tour events to leading operations at Westwood CC.
• U.S. vs. European Golf Course Management – Key differences in staffing, efficiency, and technology adoption.
• What is Evoke IQ? – How this platform automates budget tracking and integrates with existing accounting and payroll systems.
• Superintendents as Financial Stewards – How better financial visibility builds confidence with club leadership and improves overall course management.

Soundbytes:

“From the U.S., we admire England’s rich golf history, and from England, they admire the innovation and technology that drive the American golf industry.” (14:58)

“A few years ago, I found myself spending too much time in my office, worrying about reports, invoices, and ensuring we were on track financially. Of course, I want my budget to be accurate, and I want to plan efficiently. But, as I’ve said before, I’m a greenkeeper at heart. Spending more time in the office than on the golf course became a real problem because, at the end of the day, we’re judged by the condition of the golf course.(23:18)

Quotes:

• “One of my proudest accomplishments was becoming a Master Greenkeeper in 2019, which was a rewarding milestone and a way to stay connected to home.”
• “I was young—only 21—when I made the move to the U.S. I’d been a greenkeeper since I left school at 16. The system in England is a bit different; as long as you start college right away, you can also enter the workforce, which is exactly what I did. I loved greenkeeping then, and I still do, but at the time, I felt like I had nowhere to go.
• “To put it simply, it’s a budget-tracking tool that gives you a live budget, 365 days a year, with zero manual input. Gone are the days of checking the old manual ledgers, pulling labor reports, and manually compiling everything to understand where you stand financially.”
• “Evoke IQ automates data flow from our accounting system and payroll, linking it directly with our budgets and schedules. Now, when I walk into the office each morning, I can check my screen in just 15 seconds and know exactly where I stand with labor, ledger, and my overall budget. I can then walk out onto the golf course, make decisions in real-time, and know exactly where things are.”

Links Mentioned:

LinkedIn: David McGregor, https://www.linkedin.com/in/david-mcgregor-mg-3a3299308/

Evoke IQ, https://www.evokeiq.com/