Bobby Jones Links keeps culture at the core while expanding its footprint

When Steve Willy and Whitney Crouse launched their management company 25 years ago, it was just “two golf pros, two laptops and an idea.” Today, that idea has become Bobby Jones Links, a privately owned firm that operates more than 40 properties across 12 states, manages $120 million in construction, and carries one of the most revered names in golf.

Based in Atlanta with an additional office in Naples, Fla., Bobby Jones Links provides turnkey operations management and advisory services to select daily fee, private and semi-private clubs. And while its reach has grown, its founders say the foundation remains the same: culture, service and selectivity.

A culture built on service

Early on, Willy, chief operating officer, and Crouse, CEO, asked their team a critical question: what should Bobby Jones Links be known for? The answer was service.

The team looked to industry leaders outside golf for inspiration. Chick-fil-A’s customer-first approach and Ritz-Carlton’s hospitality standards helped shape BJL’s model. The company introduced daily “huddles,” service standard cards, and training sessions designed to keep staff engaged in delivering consistent, people-first experiences.

“You have a culture whether you want it or not,” Willy said. “As we grow, our challenge is to keep our tight-knit, family service culture intact.”

That emphasis, the founders believe, continues to set Bobby Jones Links apart. Crouse noted that one distinction is that the company’s principals remain directly involved with clients.

“We are talking to our clients and in the business too, not just on it,” he said.

Growth on their own terms

Bobby Jones Links has purposely avoided private equity investment. That decision, the founders say, allows them to stay focused on golf and club management rather than diversifying into other ventures simply to meet investor expectations.

Remaining independent also means they can be selective with projects. The company has helped oversee phased renovations at Travis Pointe Country Club in Ann Arbor, Mich., and Hope Valley Country Club in Durham, N.C., while also advising on high-profile projects such as “The Patch” with Augusta National Golf Club and The Gate in Naples, Fla.

Willy recalled that in the early years, the company was “opportunistic” because it needed the business. Now, he said, Bobby Jones Links can be more selective.

“One of the benefits of our growth and name recognition is that our criteria have…