Allison George
Founder & Wizard of Fun
Third-generation golf operator. Twenty years on conference stages. Still in the building every week — because the only advice worth giving is the kind you've actually tested on a real Saturday morning.
Allison George — Iowa, on the course
The short version
An operator first. A teacher second. The order matters.
Allison George is the Wizard of Fun at her family's golf course in Iowa. Having grown up on the golf course, there aren't many jobs that Allison hasn't performed — from picking up garbage and mowing fairways, to working the snack bar, to her current role as General Manager. She has helped grow her family's business by introducing new programs to the public and staying on the leading edge of modern content marketing.
Allison has served on the NGCOA (National Golf Course Owners Association) Board since 2007. Over the last twenty years, she has spoken all over the United States and Canada at golf conferences, sharing ideas and how-to plans to help golf courses grow rounds, players, and revenue.
Today, that experience powers 12:37p Golf Partners — a management and marketing partner for golf operators who want advice from someone still doing the work.
Awards & industry service
2010
Most Innovative Person in Golf
Ranked 8th nationally for fresh thinking in course operations.
2021
Don Rossi Award
National recognition for significant contribution to the golf industry.
2023
Hilda Allen Award
One of the first ten women honored as an influential force in golf.
Since 2007
NGCOA Board Member
Speaking across the U.S. and Canada at golf conferences on rounds, players, and revenue growth.
Operating philosophy
A few of the beliefs that shape every conversation, every plan, and every recommendation we make.
We're in the business of memories.
Tee times are a vehicle. The job is making sure people leave with a story — and want to come back for the next one. That single idea drives how we hire, price, market, and program every facility we touch.
Never race to the bottom on price.
It takes ten years to recover from a discount habit. Dynamic pricing, yes. Database-driven promos, yes. Bartered tee times that put the operator in the loser's seat — never.
Leagues are the engine.
Whether it's a Toptracer bay, a simulator, or 18 holes — the league calendar is what fills the building Monday through Thursday. Build those first, then layer the rest.
Authenticity beats a polished bulletin board.
The best-performing post is a reel of a teenager picking the range, not a flyer announcing league signups. Show the real building, the real people, the real fun.
Invest the setup time. Then let the systems run.
AI, 7shifts, dashboards, SOPs in the cloud — none of it works if you won't sit down and configure it once. The operators who treat that hour as a tax never get the years of payoff.
Fun is a recruiting tool.
Staffing isn't a wage problem, it's a culture problem. When the building is fun to work in, the right people find their way to the application.
Want to see how this applies to your facility?
Book a strategy call, or take the Golf Growth Assistant for a spin — it's trained on Allison's actual playbook.